Case Notes/Answers
DayTwo Going to Market with Gut Microbiome By
Ayelet Israeli, David Lane
Discussion Questions:
After a first year of trial rollout in Israel, CEO Lihi Segal and her team are devising a global go-tomarket
plan for the firm.
1. What is DayTwo selling? Does their offering sell itself? What needs to happen for a customer
to convert?
2. Does DayTwo offer a differentiated product? Does it have competitors? Which competitors are you
most concerned about?
3. Which of the target markets proposed in the case is most attractive? Why? Are there other target
markets DayTwo should consider? Should they start expanding globally or should they first focus on
Israel? On the US?
4. Given the preferred target market, what should DayTwo’s strategy and marketing programs be to win
this target market? Be sure to devise a comprehensive plan that include the 4P’s –Product, Promotion,
Place, and Price.
5. Do you have any other recommendations for DayTwo?
, 5 -5 2 1 -0 5 2
NOVEMBER 16, 2020
TEACHING NOTE
DayTwo: Going to Market with Gut Microbiome
Synopsis
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine
learning algorithms to deliver personalized nutritional recommendations to its users in order to
minimize blood sugar spikes after meals. After a first year of trial rollout in Israel, CEO Lihi Segal and
her team are devising a global go-to-market plan for the firm. The team is considering several target
markets, ranging from people with diabetes to professional athletes, and distribution strategies
including selling direct to consumers (DTC) or through partnerships with healthcare professionals or
insurance companies. Their choices are important because they will affect DayTwo's costs, pricing,
positioning, distribution channels, marketing efforts, and product development.
Learning Objectives
The case is designed to illustrate the challenges associated with bringing a new and complex
product to market. It allows for a rich discussion of market segmentation and targeting, distribution
channels, and business models. It allows for a debate around growth decisions, while considering the
tradeoff of short term versus long term gains and success. The goal of the case is to come up with a go-
to-market strategy for a new startup. Students have to analyze the company and its strengths and
weaknesses, as well as its potential customers, collaborators, and competitive environment, and deliver
a well-formulated action plan. This plan includes pricing, distribution, products, and advertising
recommendations.
The case can be used in a marketing management course within a module on targeting, go-to-
market strategies, or as a capstone case. It may also be used in a marketing strategy course, a technology
product focused course, a health care strategy course, an entrepreneurship course, or an e-commerce
course.
Specific learning objectives include:
• Understanding the process of target market for an innovative new product or service. Target
market selection impacts the company’s positioning and marketing mix tactics and actions.
This Teaching Note is authorized for use only by DR. CAMILLA JENSEN, University of Nottingham until Oct 2023. Copying or posting is an infringement of copyright.
or 617.783.7860.
DayTwo Going to Market with Gut Microbiome By
Ayelet Israeli, David Lane
Discussion Questions:
After a first year of trial rollout in Israel, CEO Lihi Segal and her team are devising a global go-tomarket
plan for the firm.
1. What is DayTwo selling? Does their offering sell itself? What needs to happen for a customer
to convert?
2. Does DayTwo offer a differentiated product? Does it have competitors? Which competitors are you
most concerned about?
3. Which of the target markets proposed in the case is most attractive? Why? Are there other target
markets DayTwo should consider? Should they start expanding globally or should they first focus on
Israel? On the US?
4. Given the preferred target market, what should DayTwo’s strategy and marketing programs be to win
this target market? Be sure to devise a comprehensive plan that include the 4P’s –Product, Promotion,
Place, and Price.
5. Do you have any other recommendations for DayTwo?
, 5 -5 2 1 -0 5 2
NOVEMBER 16, 2020
TEACHING NOTE
DayTwo: Going to Market with Gut Microbiome
Synopsis
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine
learning algorithms to deliver personalized nutritional recommendations to its users in order to
minimize blood sugar spikes after meals. After a first year of trial rollout in Israel, CEO Lihi Segal and
her team are devising a global go-to-market plan for the firm. The team is considering several target
markets, ranging from people with diabetes to professional athletes, and distribution strategies
including selling direct to consumers (DTC) or through partnerships with healthcare professionals or
insurance companies. Their choices are important because they will affect DayTwo's costs, pricing,
positioning, distribution channels, marketing efforts, and product development.
Learning Objectives
The case is designed to illustrate the challenges associated with bringing a new and complex
product to market. It allows for a rich discussion of market segmentation and targeting, distribution
channels, and business models. It allows for a debate around growth decisions, while considering the
tradeoff of short term versus long term gains and success. The goal of the case is to come up with a go-
to-market strategy for a new startup. Students have to analyze the company and its strengths and
weaknesses, as well as its potential customers, collaborators, and competitive environment, and deliver
a well-formulated action plan. This plan includes pricing, distribution, products, and advertising
recommendations.
The case can be used in a marketing management course within a module on targeting, go-to-
market strategies, or as a capstone case. It may also be used in a marketing strategy course, a technology
product focused course, a health care strategy course, an entrepreneurship course, or an e-commerce
course.
Specific learning objectives include:
• Understanding the process of target market for an innovative new product or service. Target
market selection impacts the company’s positioning and marketing mix tactics and actions.
This Teaching Note is authorized for use only by DR. CAMILLA JENSEN, University of Nottingham until Oct 2023. Copying or posting is an infringement of copyright.
or 617.783.7860.
