The individual paper is a deeper dive into how emerging
technology is enabling a real world start-up company “Prodhub”. The objective of this paper is to understand and apply the
concepts of digital innovation in the context of a startup, providing practical insights and strategic
recommendations for its go-to-market strategy for a particular vertical/market segment (vertical/market
segments will be provided by the company). website: https://prodhub.ai/
Students will compile their findings, analysis, and recommendations into a comprehensive paper not to
exceed 3 pages (2 pages for content, 1 page for citations/exhibits). The report should include three questions asked by them in the Q&A session (only the questions, not the answers), an overview of the
relevant digital technologies leveraged by the start-up and perspective on a detailed go-to-market strategy,
defending it through critical thinking and analysis. For the go-to-market strategy section, the following
questions should be answered:
● What: what product offering from the start-up (e.g. existing product, or upcoming product launch)
will you leverage for this strategy?
● Who: define and quantify the market or segment chosen, including location (e.g. region, country,
etc).
● Why: explain the competitive differentiation and positioning of the product for this market
(consider implications for the emerging technology that the start-up is leveraging).
● How: what is the business model (current or innovative) that will be used and how will digital
technology play a role (consider examples of how other start-ups are creating go-to-market
strategies leveraging the emerging technology)
● When: when should the start-up pursue this go-to-market strategy?
Each paper, not to exceed 3 pages (2 pages for content, 1 page for citations/exhibits), is expected to refer to
relevant sources in academic or popular media, and cite appropriately. Please structure your paper to clearly
respond to each what, who, why, how and when questions as noted above.
The questions I asked in Q&A session are
What inspired you to create Prodhub, and how does it align with your vision for the future of product management and digital innovation?
How do you see Prodhub disrupting the traditional product management landscape, and what challenges do you anticipate in bringing your solution to market?
Can you share some insights into your go-to-market strategy for Prodhub, especially regarding targeting specific verticals or market segments and leveraging digital innovation to gain a competitive edge?
