This multi-source rich case offers opportunities to engage students in a wide variety of topics related to technology, innovation, marketing, entrepreneurship and strategy. It describes the challenges facing CEO and co-founder Diane Janknegt of Wizenoze, an Amsterdam-based EdTech start-up, as her company moves towards a broader commercialization and fast international growth. Wizenoze provides software solutions that facilitate online learners in their search for suitable educational content. Its ambition is to “curate the Internet”: finding for each learner educational content online that suits their study objectives and individual skills. To do that, Wizenoze developed machine learning algorithms and commercialised the solution as an API that a client can integrate into its systems. The case discusses several critical decision points at this fast growth stage in the company’s trajectory: Which B2B clients or segments should Wizenoze target and why? What branding strategy should it adopt for this purpose? Should it consider a direct-to-consumer model? Which markets should be prioritized in its international expansion?

Citation Note

Based on field research; 16 pages

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1.1 Content-related: Students will acquire insights into the value-creating power of Artificial Intelligence and Big Data. 1.2 Content-related: Students will develop an understanding of the growing market for digital education solutions (EdTech). 2.1 Skills-related: Students will learn how to develop and articulate product differentiation and value propositions. 2.2 Skills-related: Students will learn how to evaluate product-market fit, and more generally how to better understand customers and competitors. 3.1 Attitude-related: Students will reflect on the way Artificial Intelligence and digital technology more generally are changing society, and the opportunities and threats that come with such changes. 3.2 Attitude-related: Students will gain an appreciation of the value of branding and marketing for technology companies.

Case Study