Capstone – Project Charter

USA Go-To-Market Strategy for Medical Product, “munevo DRIVE”

A Collaboration Between

Engagement Synopsis

munevo empowers people with disabilities by using new and innovative technology. munevo DRIVE helps people control their power wheelchair with their head movement by using smart glass technology like Google Glass. It has already been endorsed in the DACH-region (Germany, Austria, Switzerland) and receives requests every week from users or institutions around the world. Munevo believes the next key market for their DRIVE product is the US. The goal of this challenge is to help Munevo with a go-to-market plan for the US by researching key information pertaining to medical products and the relevant key stakeholders. Objectives include:
  1. Analyzing the market size for the number of people that require a special control wheelchair such as Munevo DRIVE.
  2. A report on the key foundations and institutions that work on key diseases or conditions that lead to the need of specially controlled power wheelchairs.
  3. An assessment on the key hospitals and departments that work with the specific diseases and injuries.
  4. Finally, the most important, is an assessment on the distribution system and relevant players  that work with  medical devices and speciality wheelchairs.
  5. A bonus would be to find out the required steps that are needed to have the product reimbursed by public healthcare in the US.
According to estimates. more than 6 million power wheelchair user exist in the US and each year more than 10,000 people require a special control for their wheel chain in the US. Help munevo to empower these people! Want to learn more about Munevo? → WATCH THIS VIDEO

Company Information

CompanyMunevo GmbH
StageEstablished Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time

Company Overview

Munevo uses innovative technology to support people with disabilities. Their product, MUNEVO DRIVE, helps people control their wheelchair using smart glass technology.

Company Supervising Team

CEO & Co-Founder


[email protected]

Marketing & Operations Manager


[email protected]

Course Info & Engagement Details

SchoolThe International Accreditation Council for Business Education (IACBE)
Engagement FormatLive Case - Class Collaboration or Case Competition - This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
ProgramVirtual Case Competition
CourseIACBE Fall Virtual Case Competition
Students Enrolled40 (10 schools, 7-undergrad programs, 3-grad)
Meeting Day & Timen/a
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration2 weeks (11/04/2019 - 11/16/2019)
Departments Involved
File Attachments

School Supervisors



[email protected]


There are currently no students assigned.

Collaboration Timeline

  • September 19, 2019

  • October 18, 2019


  • October 30, 2019

    STUDENTS ARE PROVIDED ACCESS TO THE OFFICIAL LIVE BUSINESS CASE. Note: Students and faculty should absolutely not reach out directly to munevo during the competition outside of the designated time for the kickoff webinar and office hours session. You’ll have time to ask questions then. In order to be most equitable, we want to provide each team with the same information and access to the company.

  • November 4, 2019

  • November 12, 2019

    STUDENTS TEAMS COMPLETE 30-MINUTE OFFICE HOUR SESSION WITH COMPANY. Schedule your 30-minutes on November 11th or 12th using the following link:

  • November 15, 2019

    FINAL DELIVERABLES UPLOADED – 10-MINUTE RECORDED PRESENTATION & 2-PAGE EXECUTIVE MEMO (+Appendix) Send final video and presentation links to [email protected] by 5:00 PM ET

  • November 26, 2019

    WINNER ANNOUNCED VIA WEBINAR @ 12:00 PM ET Please join the meeting from your computer, tablet or smartphone. You can also dial in using your phone+1 (872) 240-3212 Access Code: 132-628-221

Key Milestones & Project Process

  • November 6, 2019 - Deep Dive on Munevo Business Model & Product (DRIVE)

    Each team should assume the role of an outside consulting firm that’s been contracted to provide insights. Start by administering due diligence and review the attached Munevo materials and website to better understand their product and business model.

    Suggested Deliverable:

    Prepare questions for the Official Case Competition Live Webinar Kickoff.

  • November 10, 2019 - Competitive Analysis and Deep Dive on US Medical Technology Industry

    • Analyze the Medical Technology landscape in the US related to Munevo’s product category:
      • What similar products exist?
      • What is the size of the market?
      • Who are the biggest competitors? How do their products compare with Munevo? How are they getting those products to market?
    • Who are the key stakeholders involved in the industry, consider:
      • Distributors
      • Manufacturers
      • Clinics
      • Opinion Leaders

    Suggested Deliverable:

    Prepare questions for the Munevo Office Hours Session (Taking Place on November 11th or 12th) Schedule your team’s 30-minutes using the following link:

  • November 15, 2019 - Develop a US Go-To-Market Strategy for Munevo DRIVE

    • How would you get Munevo’s product to the US? What approvals are required? How long will that process take and what resources are needed?
    • How would you distribute the product? To whom?
    • How many units should Munevo be able to distribute in the first 6 months, 1-year, 3-years, 5-years?
    • How would US Insurance providers be involved from a reimbursement standpoint?
    • How would you market the product? Who would you target?

    For some extra motivation, Munevo uploaded this awesome video of Ryan testing out their product at the Forbes conference in Detroit, proving just how easy it is to adopt and train new users.

    Suggested Deliverable:

    Submit a 10-minute video and 2-page executive summary (+ appendix) on the Munevo Go-To-Market Strategy. Your submissions will be reviewed by a panel of judges, including members of the company’s leadership team, academicians, and other business leaders. Late submissions will not be accepted. Send final video and presentation links to [email protected] by 5:00 PM ET Grading rubric for your reference: IACBE-Fall-2019-Virtual-Case-Competition-Official-Rubric.pdf