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An examination of the strategic marketing challenges facing Thinx as it tries to grow in the face of menstruation taboos and competition from large incumbents.

An examination of the strategic marketing challenges facing Thinx as it tries to grow in the face of menstruation taboos and competition from large incumbents.

An unlikely but highly effective leader of a traditional bank, Rakefet Russak-Aminoach, simultaneously leads a classic change effort and an unconventional effort to innovate.

Based in Portola Valley, California, WTI specialized in this hybrid form of debt and equity financing for early-stage companies. Like traditional venture capital and private equity firms, WTI raised funds from institutional investors and evaluated deals. However, instead of making initial investments in the form of equity, WTI focused primarily on lending money to start-ups, charging them interest and receiving warrants that could later be converted to stock in the case of a liquidity event. Most initial investments-usually in the range of $3-$5 million-were made in tandem with or following a company's early rounds of venture capital equity financing. In addition, like more traditional venture capital investors, WTI hoped to participate in follow-on debt and equity investments in its successful portfolio companies.