Axtion Independence Mobility Inc: Challenges from Prototype to Market Launch
Ashley Doyle (Acadia University); Stephen Maclean (Acadia University); Ryan Stack (Acadia University); Daphne Rixon (Saint Mary's University Nova Scotia)
Abstract
As Tracey McGillivray looked over the newest technical specs for her company's prototype, the Ibex Lift, early one chilly morning in January, 2020, she couldn't help but smile. After several years of hard work, the prototype designed to assist individuals experiencing mobility challenges was almost ready. As Chief Executive Officer of Axtion Independence Mobility Inc (Axtion), McGillivray knew that a lot of work lay ahead for herself and the company's other co-founder and Chief Product Officer, Liam Maaskant. The Ibex Lift had the potential to positively impact many people's lives as a revolutionary mobility aid. However, McGillivray knew that many high-potential products didn't succeed. McGillivray, Maaskant, and the team had already raised over USD355,000 in non-dilutive, non-repayable grants and over USD170,000 in founder funding. This funding would cover the costs to complete product development and prepare a product for market. But what market? The team needed to make some critical decisions to get the product to market and commercially sustainable; it was time to identify the quantitative and qualitative benefits for stakeholders and potential market segments and determine an appropriate price point to analyze the product's financial viability.
How to cite
Ashley Doyle et al. (2023). Axtion Independence Mobility Inc: Challenges from Prototype to Market Launch. Open Access Teaching Case Journal, 1(2). The Case Centre, reference 199981.