Identify opportunities for differentiation through technology in order to develop a go-to-market strategy

Design a comprehensive innovation-based growth plan for SoBe that refines its brand positioning and articulates a new marketing strategy.

The Pelosi-Bloom autotransfuser is a compact, portable medical device using previously FDA-approved components to rapidly transfuse a patient’s own blood during acute bleeding events in operating rooms, cardiac procedure units, ambulances and military medical units. It can be used in place of more expensive cell saver units that can be used only in hospital settings. A strategic marketing plan is needed to determine how this device should go to market.

PEAK6 is a private investment and technology firm and founding partner of the Michigan Ross FinTech Initiative. Students will provide recommendations to increase operating efficiencies within the investment team's diligence process.