Case Study: Defining Go-to-Market Strategies for a Fetal Monitoring Device Startup

The Challenge:
An early-stage fetal device startup needed guidance to evaluate and prioritize among multiple go-to-market options. Each pathway involved unique investment requirements, resource demands, and competitive barriers. The team sought support in defining an approach to weigh these options systematically, enabling informed decisions and confident progress in a highly competitive landscape.

Our Approach:
We partnered with the startup to facilitate a structured exploration and evaluation of their go-to-market strategies. Key activities included:

• Defining a strategic framework to assess and compare go-to-market options based on investment needs, resource alignment, and market potential.

• Evaluating competitive barriers to entry for each pathway, identifying opportunities to differentiate and excel.

• Identifying implications on team resources with the requirements of potential strategies to ensure feasibility and focus.

• Facilitating discussions on the trade-offs and implications of each option to drive clarity and shared decision-making.

• Organized targeted discussions with potential investors and acquirers to explore opportunities and align strategic interests for growth and scalability.

The Result:
The startup gained a well-defined approach to evaluate their go-to-market options, insight from potential investors, and a clear understanding of the trade-offs involved in each pathway. With these insights, they were able to proceed confidently, armed with the tools to make informed decisions and position their innovative fetal devices for success.