By Jim Ellis, Imogen Mansfield
2021 | Case No. E762 | Length 14 pgs.
This case follows the decision of two Stanford Graduate School of Business classmates, Heather Fernandez and Daniele Farnedi, to start a company together. It explores the criteria they used to assess ideas, how the pair identified an opportunity in consumer health care, and how they started testing urgent care clinic software concept. The case culminates with making a go or no-go decision.

Learning Objective

To learn about how to identify, assess, and test a business idea to determine if it is an opportunity worth pursuing.
This material is available for download by current Stanford GSB students, faculty, and staff, as well as Stanford GSB alumni. For inquires, contact the Case Writing Office. Download