DayTwo: Going to Market with Gut Microbiome

DayTwo is a young Israeli startup that utilizes research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar (glycemic) spikes after meals. After a first year of trial rollout in Israel, CEO Lihi Segal and her team are devising a go-to-market plan for DayTwo. The team is considering several target markets ranging from people with diabetes to professional athletes, as well as several distribution strategies including selling direct to consumers or through partnerships with health-care professionals or insurance companies. These decisions affect DayTwo's costs, pricing, positioning, distribution channels, marketing efforts, and product development.