Wizenoze: Matching Digital Content to Learners in a Post-truth World

This multi-source rich case offers opportunities to engage students in a wide variety of topics related to technology, innovation, marketing, entrepreneurship and strategy. It describes the challenges facing CEO and co-founder Diane Janknegt of Wizenoze, an Amsterdam-based EdTech start-up, as her company moves towards a broader commercialization and fast international growth. Wizenoze provides software solutions that facilitate online learners in their search for suitable educational content. Its ambition is to “curate the Internet”: finding for each learner educational content online that suits their study objectives and individual skills. To do that, Wizenoze developed machine learning algorithms and commercialised the solution as an API that a client can integrate into its systems. The case discusses several critical decision points at this fast growth stage in the company’s trajectory: Which B2B clients or segments should Wizenoze target and why? What branding strategy should it adopt for this purpose? Should it consider a direct-to-consumer model? Which markets should be prioritized in its international expansion?