In December 2016, two years after founding Medicloud, a Singapore-based startup that offers an appointment booking app for medical purposes, the founder and CEO realized that the startup still had money to earn. The decision on a pivot was imminent. He also recognized that new opportunities were opening up in the areas of employee benefits and insurance for small and medium-sized businesses (SMEs). He had to answer two pressing questions before the company’s seed funding ran out: Should the startup target SMEs? If so, what kind of products and services should you offer to SMEs?
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