The Carrot Rewards Wellness App: Innovating in the Behaviour Change Market

Serial social entrepreneur Andreas Souvaliotis is looking at new ways to achieve his lifelong mission: to improve the health and wellness of his Canadian compatriots. His previous venture, Green Rewards, demonstrated the power of loyalty rewards to promote environmentally-conscious purchases. Andreas is now looking to impact non-commercial habits like walking more, eating less, as well as education. The health and wellness market is growing but hyper competitive, with more than 150,000 apps available on Google Play or on the App Store. B2B or B2C? Fitness, nutrition or mindfulness? Fee, freemium or free? Stand-alone or in collaboration? These are the key questions students must address to help Andreas and his team achieve their goal - and make a profit.

This decision-oriented case examines the health and wellness market and, more generally, the topic of behavior modification. Thanks to close collaboration with Carrot Insight, detailed information about what the team did and why, as well as their future plans, is provided through video interviews available on the case website and in the teaching note.