Ivey Publishing

Product Details

Medicloud Singapore: Digital Health Entrepreneurship in an Evolving Industry
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9 pages (8 pages of text)
Product Type:
Case (Field)
In December 2016, two years after the founding of Medicloud, a Singapore-based start-up that offered a medical appointment-booking application, the founder and chief executive officer recognized that the start-up had yet to monetize. A decision regarding a pivot was imminent. He also recognized that there were new opportunities in the areas of employee benefits and insurance for small- and medium-sized enterprises (SMEs). He needed to answer two pressing questions before the company’s initial funding ran out: Should the start-up pivot to serve SMEs? If so, what kind of products and services should it offer to the SMEs?
Learning Objective:
This case can be used in undergraduate- and graduate-level courses on entrepreneurship. After working through the case and assignment questions, students will be able to do the following:
  • Evaluate the position of a start-up and examine the pros and cons of a pivot strategy.
  • Evaluate specific options for a business model pivot for an insurance technology start-up company.
  • Outline the different paths of entrepreneurship and explain the importance of the founding team.
  • Develop an action plan for an insurance technology start-up that is considering a pivot to a new target customer segment.
General Management/Strategy,  Entrepreneurship,  International
Health Care Services
Singapore, Small, 2017
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (9 pages)
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