A company with a microbiome-conditioning product was seeking the optimum strategic positioning to enable a trade sale to a major company. Unusually for a venture in this field, the company had conducted numerous laboratory, pre-clinical and clinical assessments of the product to support its direct-to-consumer sales model. We assessed the current positioning of the products in the consumer space (particularly by engaging with key product recommenders) and sought opportunities to broaden the position into the mainstream therapeutic arena, outlining the scope and depth of a data package needed to secure an Rx claim.


The company concluded that the resources required to transform itself into an Rx company exceeded its capacity, and moreover, Alacrita identified certain supply chain issues that would have formed a major impediment to traditional Rx distribution channels. The company decided to maintain its focus on its traditional core business activities.


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