As a part of my Master's program, we were profiling unicorns globally to find out their key success factors. A program called "GlobalSERS" which stands for Scare Early Rapidly and Securely introduced by Prof. Tony Bailetti. These were three companies that I have been profiling. My main focus was on analyzing CEOs and Founders of unicorns finding out their common attributes.

1. TIMG 5201
OER Assignment V3
By
Arash Farahani
April 13th, 2020

2. Objective
• Selecting three companies from SERS companies inventory
• Summarizing their SCALE path
• Combining their key success factors with SCALE assertions and

3. Key Messages
• In order to analyze a company’s scale path, we need to have a deeper look to inside of the
company
• Top Management Team plays a crucial role in Unicorn companies. Their experience worth paying
more attention in case of assertions
• Targeting a big industry makes investors feel more confident about their investment
• Data analytics is the most important part of their digital technologies
• Resource alignment is highly important
• At the early stage, configure resources that are mostly external – they out-sourced difficult tasks
• Resource owners are likely the ones who helped the companies to scale
• Network is highly important. Many founders had rich networks that facilitate the funding at least.
• Previous related experience is highly important. We barely see a painter building a space ship!
• Personal characteristics are highly important. They can see and analyze the demand the way
others don't. and it is related to their mindfulness and many other personal development topics.

4. Company: Devoted Health
Industry: Health
Location: USA
Description: It is a Medical Care Advantage
company serving seniors and giving them a
personalized health care plan and personal
guides using a network of doctors and tech-
enabled healthcare platform.
Valuation $1.8B in 2018
Raised $362M total, Series B
Market size $1T in 2020
Sells
- Premium healthcare guidance
- Personalized Medicare Advantage plans
- House-call medical group

5. Key Notes
- DJ Patil, is former U.S chief Data Scientist and current head of technology of Devoted Health
- Ed Park is co-founder of Devoted. Previously COO of Athenahealth
- Athenahealth, Todd and Ed ‘s previous owned company which is a leading provider of cloud-based
software and services for doctors and other healthcare professionals
- Todd Park, a cofounder of Devoted Health, was previously the Chief Technology Officer of the United
States
- No sign of special social activity found that indicates digital marketing
- It could get 300$ million without having a single customer registration
- Medical advantage Insurance market is a growing market due to the newly governmental regulations
Key Assertions
• Increase value by using a compelling image of the desired future company to convince others to provide
the funding and resources the company requires
• Increase market share by applying digital technology to brand, market, sell, and service customers more
cost-effectively than competitors
• Increase sales by applying big-data analytics to produce information about users, suppliers and
customers
• Increase the company’s value by continuously seeking and receiving funding to support the company’s
plan to scale and improve its image in the marketplace

6. Company: Opendoor labs
Industry: E-commerce & direct-to-consumer
Location: USA
Description: An online real estate company
founded in 2014 and operates by buying
homes directly from homeowners and selling
it on its own marketplace.
Valuation $3.8B in 2019
Raised $1.3B total
Market size $16T in 2019
Sells
- Marketplace for housing – iBuying business model
- Agent-Partner referral program

7. Key Notes
- CEO and co-founder Eric Wu is a self-made millionaire who have been in the industry for more than 16
years. He was a software engineer.
- Wu’s previous projects where all related to real estate industry including data analytics.
- They use data analysis and algorithms to estimate deals
- They connected house-repair industry to the real estate. These two have been a very close but separate
markets for yeas.
- They out-sources the hard job to the contractors -- house-repairs
- Their price offering algorithm works differently in different states – selling write product to each market
Key Assertions
• Increase demand of products and services by combining two or more resources in a way that the value
created from them exceeds the sum of the value created from each resource separately
• Arrange and apply resources from different regions to increase profitability
• Develop and sell products that address a problem, job to be done or a need that is shared by a large and
growing number of individuals and organizations in various regions to increase sales
• Enter a new market by partnering with or purchasing local firms to increase sales
• Increase sales by applying big-data analytics to produce information about users, suppliers and
customers

8. Company: Butterfly Network
Industry: Health, AI
Location: USA
Description: It is a digital health company
who's mission is to democratize healthcare
by making medical imaging universally
accessible and affordable. The result
is Butterfly iQ, the world's first handheld
whole-body ultrasound system.
Valuation $1.25B in 2018
Raised $250M total, Series D
Sells
- Medical imaging device
- Membership plans
- Education platform
- Medical collaboration cloud

9. Key Notes
- Jonathan Rothberg, is a well-known American scientist and entrepreneur with rich history working in
health industry who won National Medal of Technology and Innovation by President Barack Obama
- Butterfly Network idea was born when Jonathan was struggling doing MRIs for her daughter who was
dealing with cancer
- Butterfly Network is targeting poor African countries
- Butterfly Network is working on creating a knowledge-sharing platform for medical doctors
Key Assertions
• Increase value by using a compelling image of the desired future company to convince others to provide
the funding and resources the company requires
• Increase sales by applying big-data analytics to produce information about users, suppliers and
customers
• Increase the company’s value by continuously seeking and receiving funding to support the company’s
plan to scale and improve its image in the marketplace
• Enable the easy combination among company’s products and other complementary products that
resonate with its target market Use Internet of Things and Artificial Intelligence to combine products

10. References
• https://www.forbes.com/sites/brucejapsen/2019/06/18/private-medicare-advantage-could-hit-70-market-
share/#315a331a20ca
• https://www.ibisworld.com/industry-statistics/market-size/health-medical-insurance-united-states
• https://en.wikipedia.org/wiki/Opendoor
• https://techcrunch.com/2019/03/20/opendoor-raises-300m-on-a-3-8b-valuation-for-its-home-marketplace/
• https://medium.com/@edparkdevoted/why-devoted-health-576516ce64e2
• https://www.cms.gov/Research-Statistics-Data-and-Systems/Statistics-Trends-and-
Reports/MCRAdvPartDEnrolData/Downloads/2019/Jan/Monthly-Report-By-Plan-2019-01.zip
• https://www.forbes.com/sites/brucejapsen/2019/06/18/private-medicare-advantage-could-hit-70-market-
share/#170df0a620ca