Business Design, Design Strategy
Designing the strategic roadmap of a purpose-driven startup
We helped Yumlish validate and refine their current business strategy while also exploring how to realize their vision at scale.
— MY ROLE
Scott Benbrook, MDM 2020
Carolina Silva, MDes Candidate
Luisa Siliprandi, MDes 2020
Jocelyn Jia, MBA & MDes Candidate
— COURSE DETAILS
Business Model Innovation, with a Design Mindset
EY Health Sciences & Wellness Strategy Leader
Tiago Baccarelli Justino
EY Wavespace Senior Manager
This course focused on the intersection of design-thinking and business strategy. Being taught by two EY management consultants, we addressed how to quickly identify organizational constraints, and find leverage for implementing design strategy to accelerate innovation for our startup clients.
Yumlish is a purpose-driven startup that believes in the power of healthy living. They are providing Medical Nutrition Therapy to populations that are disproportionately affected by chronic illnesses, such as diabetes. My team assessed their current business strategy and used human-centered design-thinking to identify opportunities to scale their vision of a more equitable health future.
An estimated 1 in 10 people have diabetes, and 1 in 3 people are pre-diabetic. Many of them are undiagnosed and unaware of their own risks.
The American Diabetes Association estimates the total cost of diabetes at $327 billion, per year. $1 in $7 healthcare spending going towards diabetes and associated complications.
The American Diabetes Association has studied Medical Nutrition Therapy (MNT) provided by a registered dietitian (RD) and believes it can be a key treatment component for diabetes.
"Strong evidence supports the efficacy and cost-effectiveness of nutrition therapy as a component of quality diabetes care, including its integration into the medical management of diabetes"
Due to systemic issues in healthcare and generational cultural norms, the Latino population's diabetes rate is 66% higher than white, non-Hispanic Americans. This disparity drives southern states, like Texas, above national diabetes averages.
Yumlish is tackling this problem by understanding the Latino culture and creating medical nutrition therapy services that are bilingual, culturally relevant, and harnesses the power of peer support groups to create a more equitable health future.
Our team conducted stakeholder interviews in order to understand every facet of Yumlish.
Interviewing the Founder informed us about the overall vision of the company.
Interviewing the Product Owner taught us about the technologies they are exploring.
Interviewing the Lead Dietitian taught us about the complexities of Medical Nutrition Therapy.
Interviewing the Cultural Dietitian taught us about the power of being culturally relevant.
Interviewing several Patients taught us some of the struggles Latinos with diabetes experience.
Group Telehealth Classes
Yumlish is currently providing classes remotely to patients in the Dallas, TX area using group video calls.
Peer Support Chats
Yumlish has found that people motivate each other with an ongoing group chat where they can provide encouragement and ask questions.
Yumlish has a series of partnerships in the hopper that will improve their revenue through pay per member per month agreements (PMPM) with employers.
Our purpose is to scale culturally relevant nutrition therapy so that underserved minority populations benefit from more equitable health futures.
We mapped out the relationships between Yumlish, current system actors, and possible future players. By mapping the various actors we were able to identify interdependencies and highlight oppurtunities.
We utilized this framework to identify what Yumlish's biggest advantages were, who their ideal customer is, and how they may create revenue.
How might we financially sustain Yumlish's purpose-driven efforts, while keeping the service low, to no-cost for the patients?
We identified hypotheses that had to be true for Yumlish to succeed.
In a collaborative virtual session with the founder, we sorted each hypothesis based on importance, and if evidence existed to prove them.
To prove or disprove the ranked hypotheses, we designed small-scale experiments to test the viability, desirability, and feasibility of Yumlish's strategy.
The results of 6 experiments were synthesized and recommendations for improvements were given to Yumlish.
We did special research to learn about the partnership arrangements between health startups and insurance providers. We were able to report to Yumlish what an arrangement might look like, and what steps they could take to pursue a partnership.
Yumlish is currently pursuing subscription-based agreements with employers, but those efforts have proportional outcomes.
With our experiments and research into insurance company partnerships, we constructed a win-win value proposition that enables Yumlish to provide MNT and help develop predictive care algorithms simultaneously.
How might we scale culturally relevant nutrition therapy to be accessible to as many people as possible?
Thanks to your immersion and stakeholder mapping, we were able to identify the ability to scale care not be reaching more patients, but by reaching more registered dietitians.
There are 80,00 Registered Dietitians in the US, each one can service 75 patients through traditional techniques. That's only a potential reach of 6 million, of a 30 million person problem. How might we fix that?
Yumlish has been proving that each Registered Dietitian can provide care to many more patients by leveraging group sessions and strategically utilizing technology tools. Yumlish has the vision to formalize those tools into resources for both patients and dietitians, further increasing the potential reach for each of their Registered Dietitians.
Through design-thinking and brainstorming, our team recognized the opportunity to scale these tools to more Registered Dietitians as a service, and in turn scale the number of patients positively impacted by culturally relevant Medical Nutrition Therapy.
SaaS approach to Cultural Nutrition Therapy:
Patient Management Software (CRM)
Yumlish can develop software that provides value to dietitians by being a one-stop solution for their typical needs. As well as patient-facing application/
Upside down education model for culturally relevancy
In order to provide the most culturally relevant care, Yumlish can produce videos that cover topics from the different cultural lenses. RDs will then assign topics to patients and they will watch the variation most culturally relevant to them.
Peer support based on commonalities
Accountability is proven to improve the success rate of healthy habit formation. To accomplish this, Yumlish will assign Patient users to support groups based on personalities and cultural backgrounds.
These groups will act as a support network of people in similar situations, and not limited by geography.
Researching the current players in Dietitian SaaS, we found that no company was addressing both patient management and education.
Also, Yumlish's unique cultural approach was untouched territory for the market.
Revenues ranged from $2 - $15 Million.
We visualized the proposed Software as a Service business model to show how value was generated for Yumlish and how patient reach would be scaled through this approach.
Small amounts of market penetration would result in massive amounts of patients with diabetes and other chronic illnesses receiving cultural nutrition therapy.
We created a 5-year roadmap to turn our SaaS idea into a feasible strategy.
Approaching the challenge in 3 waves, we identified the goals, value propositions, and resources needed.
As the cumulation of the Business Model Innovation course, our group presented this pitch to Yumlish, EY Instructors, and a panel of other healthcare business experts.
Click the arrows to take a peek!
© Jeff Sprague 2021