KangaTech

Focused on injury prediction and prevention in elite sport, the Melbourne, Australia-based KangaTech prepared to launch a new model of their core product, an integrated exercise frame and software system that used strength exercises to identify and mitigate the risk of soft-tissue and ligament injuries (see Exhibit 2 for overview of product). The team was excited about the new product and was confident that it improved upon many of the features of the previous model. However, Saunders and his co-founders couldn't help but think about the long-term strategy of the company. Spun off in 2015 out of an internal R&D initiative at the North Melbourne Football Club, KangaTech spent the past four years squarely focused on product development and gaining early traction in the elite sports markets in the U.S., the U.K., and Australia (see Exhibit 3 for company timeline). As of 2019, KangaTech had users across 15 different sites, including professional teams in the National Basketball Association, the English Premier League, and the Australian Football League. The company also underwent a successful round of financing recently, and the proceeds of which were used to fund the new version of the KangaTech product. Off the back of this recent success, the co-founders were focused on how they might be able to navigate the future ahead of them. Dilena explained, "We are going through a pretty robust strategy discussion at the moment. It is one of those decision points for us as to how we best proceed.' Dilena continued, "We've been largely product-based and product-development-based until now. How do we scale up? How do we take that next quantum leap as an organization? So part of that has been looking at where do we see the market opportunities?"

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