23andMe: A Virtuous Loop

By Robert Siegel, Jeffrey Conn
2020 | Case No. E688 | Length 20 pgs.
This case describes 23andMe CEO and cofounder Anne Wojcicki’s founding story and her recent attempts to scale the company’s direct-to-consumer genetic testing franchise while simultaneously expanding its pharmaceutical development aspirations.

Learning Objective

Learning objectives include management strategies for dealing with operational complexity, identifying the best ways to navigate stringent and uncertain regulatory environments, and decision making around the allocation of capital between businesses with different risk profiles.
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