Canta and Nabta Health Two Women Entrepreneurs on a Journey to Solve the Fertility Challenge

The case follows two women entrepreneurs and their start-ups. It contrasts the different strategic choices made by the founders during the growth phase, including location, market segment, product and service design, and business model. The case highlights the importance of analysing the market context, including the cultural context, when making strategic decisions. It also reflects on the challenges faced by women entrepreneurs.

1.Understand the process of generating strategic options and evaluating them through deep analysis 2.Appreciate the importance of market context, including culture, in strategic decision-making 3.Illustrate the various challenges faced by women entrepreneurs and reflect on how to solve these issues at the level of the entrepreneurial ecosystem.