Bringing a Lifesaving Device
to Market

Develop launch strategy and execution for start-up.

Challenge:
Defibrio, a Norwegian-based start-up, is on a mission to give the world access to Automatic External Defibrillators for the home. With the initial prototype in hand, they needed to better understand who would be using the product, what would be important to them, how to best position the products, and how to quickly scale the business.
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Actions:
• Defined initial consumer target and what that meant for product development
• Developed and validated new positioning concepts and business model with the greatest potential to drive growth.
• Recommended ways to scale the business more quickly.

The board eagerly supported further development, given the proven business case.