This case portrays the entrepreneurial journey of two academic scientists who spent much of their careers addressing the problem of substance use disorder (SUD). Warren Bickel, a psychologist with a deep understanding of behavioral economics, had what he believed to be a valuable approach to fighting opioid addiction. It complemented clinical and pharmacological therapies that were the current standard of care. The case describes the journey that he and his colleague, Lisa Marsch, took to bring this digital therapy to the market. The context is one in which the offering is an avoidance product for may consumers, in a product category of interest to the public health sector, and relies on a indirect payment model. Market structure, technological development, partnership options and organizational structure uncertainties abound, making this case an excellent vehicle for students to learn tools and methods associated with opportunity identification and elaboration. The Learning Plan offers a method for identifying the full spectrum of uncertainties and managing them proactively.

This case portrays the entrepreneurial journey of two academic scientists who spent much of their careers addressing the problem of substance use disorder (SUD). Warren Bickel, a psychologist with a deep understanding of behavioral economics, had what he believed to be a valuable approach to fighting opioid addiction. It complemented clinical and pharmacological therapies that were the current standard of care. The case describes the journey that he and his colleague, Lisa Marsch, took to bring this digital therapy to the market. The context is one in which the offering is an avoidance product for may consumers, in a product category of interest to the public health sector, and relies on a indirect payment model. Market structure, technological development, partnership options and organizational structure uncertainties abound, making this case an excellent vehicle for students to learn tools and methods associated with opportunity identification and elaboration. The Learning Plan offers a method for identifying the full spectrum of uncertainties and managing them proactively.