In 2022, an Israeli start-up hired the interim manager to develop a marketing strategy for an innovative digital method for the early detection of neurodegenerative diseases such as Parkinson's or dementia. The interim manager was selected as team leader due to his diverse experience in the market entry of parma and life science products. Three employees in Israel and the USA from the areas of development, science and commercial reported directly to him.
The start-up is working on identifying minimal eye movements as early signs (markers) of neurodegenerative diseases and evaluating them using artificial intelligence. The start-up had only been founded the previous year and already had 30 employees.
Creating a common understanding of goals and tasks
When taking stock at the start of the project, the interim manager quickly realized that there were very different perspectives within the company. This applied both to the functional approach and from a cultural perspective. In addition, the company had grown very quickly - and the employees were not well-rehearsed. There was also no common language between developers and users.
Based on his experience in other projects, the interim manager quickly succeeded in developing a common language for the project in individual and group discussions. In several workshops, the interim manager developed detailed task descriptions with the teams. Responsibilities were also defined to give the project a clear structure.
Initial detailed analysis of the market and potential
The company had previously focused on developing the technology. There was hardly any time to look at the project from a market perspective. The interim manager and his team therefore began by analyzing the market. They identified new possible partnership categories and potential partners for the start-up.
The analysis was based on data from clinical studies. From this, the interim manager and his team determined the potential for the use of the new technology - per indication, per country and also per potential partner from the industry. The result was a more precise understanding of the market and the possible potential.
Developing proposals for targets
In order to make the progress of the project comprehensible and to have a clear picture for the future, the team formulated proposals for specific targets based on the market analysis under the guidance of the interim manager. These included, for example, sub-goals such as the scope and functionality of the app for certain indications or criteria for product definitions (in terms of time and content for certain customer groups). The team also developed proposals for collaboration with various partners, defined commercial milestones (e.g. number of signed contracts, P&L planning) and formulated ideas for the marketing and sales structure.
Communication with internal and external stakeholders
It is in the nature of a start-up that not everything is defined and written down in detail. This mandate was no different. The interim manager was responsible for supporting communication with internal and external stakeholders and investors accordingly.
Through his project management, he ensured that all team members from Israel to the west coast of the USA were always on the same page and developed ideas together. Constant contact with the CEO and CTO ensured that changes to the project and the company's overall strategy were always coordinated.
Communication with investors also played a special role. All the more so as the company was in a financing round (Series A funding) during the mandate.
Together with the CEO, the interim manager discussed communication with investors and determined their expectations in order to develop a suitable marketing strategy. The IPO-experienced manager then created a completely new presentation for the current and further financing rounds.
Financing round successfully completed | Clear course set
After 3 months, the interim manager was able to successfully complete the mandate. The company now has a solid foundation for further development. The clear market analysis points the way for further planning and development of the fascinating technology. The Series A funding (financing round) was also successfully completed thanks to the new presentation.
One of the biggest successes internally is the cultural change within the company. The team has grown together, speaks a common language and is pulling in the same direction.
