Cake: Navigating Mortality

By Robert Chess, Susan Golden, Jack Strabo
2021 | Case No. E744 | Length 21 pgs.

This case follows the story of Suelin Chen in her career as the founder of Cake, a digital platform that provided “one-stop access” to a wide range of advance care and end-of-life planning products and services. The case highlights the societal, technological, and cultural trends that led to innovation in end-of-life planning. Chen debates which users to target and whether to utilize a B2B or B2C business model to do so.

Learning Objective

This case is designed to help students think through the business opportunities in the end-of-life field and their implications for a company’s business model.

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