For long term strategic growth, should Aavia scale the smart case for birth control pills or pivot to support development of its app, a tool to help customers track hormonal health?
For long term strategic growth, should Aavia scale the smart case for birth control pills or pivot to support development of its app, a tool to help customers track hormonal health?
In 2017, Aagya Mathur, founded Aavia to market a smart case for birth control pills, a first step toward a broader vision of supporting ovarian hormonal health. The smart case connected to a proprietary app that was augmented to educate users about their appetite, energy, mood, and wellness. Over time, the constraints of a startup made it difficult to support hardware and software development simultaneously. In this 2-part case, students learn about Aavia and discuss which business – the smart case or the app – had the brighter future, and what were the costs of shutting down one to prioritize the other.