Live Case – Project

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

A Collaboration Between

Project 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

Project Topics

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.

Experiential Learning Program Details

SchoolThe International Accreditation Council for Business Education (IACBE)
Engagement FormatLive Case - Think "Hackathon" or Case Competition with a whole class of students! 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.
Students EnrolledN/A
Meeting Day & TimeN/A
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration1.71 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type

Key Project Milestones

  • 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

Project Resources

There are no resources currently available

Industry Mentors

Company Admin

Claudiu Leverenz

[email protected]

Company Admin


[email protected]

Academic Mentors


Phyllis Okrepkie

[email protected]



[email protected]


Chakshu Mittal

[email protected]

Assigned Students

There are currently no students assigned.