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Medium Market Entry/Sizing

GreenShield Health Insurance

#Financial Services & Insurance #Healthcare
ProHub Comment

This is a well-structured three-part market entry case that tests market sizing, financial analysis, and channel economics. The case requires candidates to build a framework, work through quantitative breakeven calculations, and synthesize findings into a strategic recommendation while identifying key risks.

Estimated Time 15 minutes
Difficulty Medium
Source Chicago Booth
50 / 100
Your client is GreenShield Health Insurance, or GHI. They are a health insurance company that wants to expand into Florida. GHI wants your help creating a business plan for this venture to see if it makes sense to enter this market.

Clarifying Information

  1. Before allowing the candidate time to write out a framework, have a discussion about the important facets of a business plan and what one would need to believe to enter this market.
  2. The candidate would ideally touch upon market attractiveness, customer identification, and distribution channels. For the next portion of the case, guide the candidate through each of the dimensions and allow them to come up with a separate mini-framework for each.