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Product cover image for Cadence: Scaling a Compassionate Care Business Model in Canada

Cadence: Scaling a Compassionate Care Business Model in Canada

Parker, Simon; Bokhari, Kanwal; Duta, Angela

Product #:W49094
Supplier:Ivey/Haskayne
Discipline:Entrepreneurship
Setting:Canada;North America, 2024
Details:Case (PDF) • 11 pages • 2026-05-21

Subjects:

Leadership and managing peopleEntrepreneurshipManagementEntrepreneurshipBusiness managementMinimum viable product

Industries:

Business services sectorBusiness services sector

Geography:

CanadaNorth AmericaCanada
Your Price:$10.54

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Rachel Drew was the founder and CEO of Cadence, a technology startup that aimed to transform the chaos of estate administration into a grief-informed, compassionate process. Cadence had grown from Drew's personal experience managing her mother's estate. She had faced an overwhelming administrative burden and identified how a fragmented, non-user-friendly system for estate settlement forced grieving family members into essentially taking on a "part-time job" as executor. After years of research and validating the concept, Cadence was launched in 2020, but despite strong partnerships with funeral homes and a compelling value proposition, market adoption for the platform remained slow. With a pivotal investor meeting coming up in March 2024, Drew had to determine how to evolve Cadence's business model to scale sustainably while staying true to its mission of providing compassionate support during vulnerable moments. Simon Parker is affiliated with Ivey Business School;Angela Duta is affiliated with University of Calgary;Kanwal Bokhari is affiliated with University of Calgary

Learning Objectives

This case can be used in undergraduate and graduate-level courses focusing on entrepreneurship and general management. This case is particularly valuable for teaching business model innovation, pricing strategy in emotionally charged contexts, business-to-business partnership dynamics, and integrating mission-driven values with sustainable business management. After working through this case and assignment questions, students will be able to do the following: Analyze the unique characteristics
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Case Study: Cadence: Scaling a Compassionate Care Business Model in Canada (English version) | Ivey Publishing