Ebenezer Solution Inc. seeks to prepare MedUnity for a successful pilot deployment and investor engagement by developing a strategic framework tailored for early-phase digital health startups in Canada. The project aims to craft a comprehensive market expansion strategy by analyzing and segmenting potential early adopters such as clinics, hospitals, and telehealth providers across Ontario. It also involves mapping a go-to-market strategy that aligns with both public sector entities like OHIP and private clinics. Additionally, the project may focus on optimizing business processes by reviewing internal workflows and recommending scalable operations. Financial analysis will be conducted to develop a cost model and pricing strategy, with recommendations for sustainability and alignment with grant and investment targets. An optional component includes evaluating the digital marketing strategy to enhance brand visibility and trust among stakeholders.

We would like the student group to:

1. Market Expansion Strategy

• Analyze and segment potential early adopters (clinics, hospitals, telehealth providers) across Ontario.
• Map out a go-to-market strategy that balances public sector alignment (e.g., OHIP, OHTs) with private clinic adoption.
• Conduct a light-weight competitor and adjacent-space audit (e.g., EMRs, Telus Health, PocketHealth, etc.).

1. Financial & Profitability Analysis

• Develop a cost model and pricing strategy for B2B (clinics, hospitals) and B2G (government partners).
• Recommend adjustments to improve sustainability and fit with grant/investment targets.
• Propose a lean financial model for pilot vs. national rollout.

1. Digital Marketing Strategy (Optional Add-On)

• Evaluate our early brand footprint and help us articulate a trust-centric digital brand to appeal to stakeholders (patients, providers, gov).
• Outline how to build visibility in a “boring but critical” sector like infrastructure for digital health.

Main Objective

We want to use this experience to:

• Sharpen our go-to-market strategy for Ontario pilot rollout
• Optimize our internal operations before scale
• Build confidence in our financial model for grant/funding applications
• Strengthen our strategic positioning to speak clearly to investors and regulators

Deliverables (Preferred)

• Executive Summary Report
• Strategy Deck (15–20 slides)
• Light-weight financial model spreadsheet
• Process flow map for pilot-phase operations
• Optional: 30-60 sec explainer script or brand message outline

The project will deliver a detailed market expansion strategy, including segmentation of potential adopters and a go-to-market plan. It will also provide a business process optimization report with recommendations for scalable operations. A financial analysis report will be produced, offering insights into cost models and pricing strategies. Optionally, a digital marketing strategy evaluation will be included to enhance brand visibility and stakeholder trust.