GOQii: Envisioning a New Fitness Future (A)

Cases
Mehrotra, Sonia;  Pereira, Arun. "GOQii: Envisioning a New Fitness Future (A)", 2017
Abstract:
Discipline: Entrepreneurship
Industry: Apparel accessories, Fitness, Fitness equipment
Length: 14p
Subjects covered: Artificial intelligence; Entrepreneurship; Health care; Technology
Publication Date: December 31, 2016
 
Description: 
Gondal, a serial entrepreneur, was supported by top technology experts in GOQii's angel round of funding. Case A details GOQii's journey from its incorporation in 2014 until April 2016. It describes GOQii's product-service offering of wearable fitness band technology supplemented with remote personalized coaching, its launch in the Indian market, and its emergence as a pioneer of a new category of product in the health and lifestyle space that had the ability to integrate human assistance with built-in artificial intelligence. Gondal realized that while people were adopting wearable technology solutions for healthy living, there was still a lack of awareness and an air of hesitancy about the usefulness of and need for wearable devices in India. Gondal's dilemma: whether to continue GOQii's positioning as "wearable technology with personalized coaching" and aggressively expand globally, or consolidate and broaden his present offering by embracing the customer more fully and focusing on the "customer healthcare journey" in India. Case B picks up from October 2016, by which time GOQii had consolidated and broadened its offering by focusing on the "customer journey" in India. It had successfully on-boarded different service providers such as doctors, a diagnostic center chain, a hospital chain, sports and grocery stores and Axis Bank (for payments) on their platform, thus providing a complete health ecosystem to the GOQii user. By the second quarter of 2016, GOQii had achieved the number one spot in the Indian wearables market. The immediate decision that GOQii core team need to make is whether they should tie up with multiple insurance providers or explore the possibility of partnering with a reinsurer to complete the entire health spectrum services offering on their data platform. The two cases allow for an in-depth discussion on the key role of a business model in ensuring the competitive advantage and sustained success of a business venture.

Learning objective:
The cases are structured around the following teaching/ learning objectives: · To identify the various traits of an entrepreneur · To identify the forces on which an entrepreneurial opportunity is dependent. · To appreciate the market attractiveness and future of wearable technology. · To understand the importance of a customer journey and its ability to provide competitive advantage to a brand. · To understand the key role of the choice of business model in ensuring the competitive advantage