How would you summarize the given case?

Case MightyWell

As Emily Levy began to settle into her seat on a crowded train from Penn Station to Boston, a fourplushour commute that was now becoming a frequent event, she began to think of how far the company she had founded two years earlier had come. Graduating from college just months earlier in May 2016, Emily now found herself with a substantial investment offer that would allow her to grow her company, but she knew the next 12 months would be challenging. Emily had successfully developed and brought to market a product focused on improving the healthcare experience for patients. She now wondered whether her company could rely on one product or whether she could disrupt a broader market within wellness wear. Emily knew the decision she was about to make would have significant implications for the future success and sustainability of her company. In seventh grade, Emily had been bitten by a tick, but there was no physical evidence of the bite; doctors had failed to notice symptoms of common diseases associated with tick bites. Throughout high school, Emily had constantly found herself tired and clumsy, often complaining of body pains. In an effort to diagnose and treat her ailments, Emily had met with physical therapists, psychological therapists, holistic doctors, and even had attempted acupuncture, to no avail. For seven years, Emily had struggled physically and mentally to cope each day with fatigue and pain. Prior to leaving for Rwanda in 2013, Emily had completed additional tests; once she returned home, she learned that she had tested positive for Lyme disease. Lyme disease is prevalent in the United States. The Centers for Disease Control and Prevention estimate that 300,000 people are diagnosed with Lyme disease in the US every year. Thats 1.5 times the number of women diagnosed with breast cancer, and six times the number of people diagnosed with HIV/AIDS each year in the United States. However, because diagnosing Lyme can be difficult, many people who actually have Lyme may be misdiagnosed with other conditions. Many experts believe the true number of cases is much higher.8 Treatment for Lyme disease can vary but in severe cases can require intravenous medication delivered directly to a patients heart via a peripherally inserted central catheter (PICC line). Doctor insert a PICC line, a sterile, flexible catheter, into a vein in the patients arm and thread it up to the heart, where it can remain in place for days, months, or years depending on the treatment. While PICC lines prevent patients from undergoing IV injections for each treatment, they leave the patient with an exposed end of the catheter outside of the body. Doctors commonly use PICC lines to deliver nutrients and medication for chemotherapy; PICC lines also allow easy access for drawing blood. In December of her sophomore year, Emily received her first PICC line, which was scheduled to last for six months. Following the placement of the line, nurses and doctors told Emily to wear a cutoff sock over her arm if she wanted to cover the entry port, which she tried when returning to campus. During her freshman year, Emily had been involved in numerous clubs on campus and had actively participated in social scenes. With a cutoff sock added to her fashion wardrobe, everything began to change. Fellow students and friends began inquiring about the sockcovered PICC line and would often stare at her when she had to administer her treatment in public areas. Emily rapidly saw her extroverted personality become much more introverted. As Emily worked to complete her sophomore year, she began to question whether a cutoff sock was the best option to cover her PICC line. In the spring of 2014, Emily and fellow Babson student, Yousef AlHumaidhi, started to explore options to cover her PICC line. They purchased a number of products that were intended to cover PICC lines, but quickly concluded that they failed to meet Emilys needs. In many cases, Emily even preferred the cutoff sock to some of the products they evaluated. This initial product research pushed Emily and Yousef to design their own solution. In the fall of 2014, they created their first prototype, which Emily personally used and tested, prior to Babsons annual Rocket Pitch event.9 Following the threeminute pitch of their business concept, Emily received strong positive feedback from a number of attendees who told her that the market needed her prototype and business idea and urged her to continue to move forward. Emily left that day with renewed motivation to bring her PICC line cover to market. In the spring of 2015, Emily took the prototype with her to attend classes at Babsons San Francisco campus. Throughout the semester, she continued developing the company by using her product for class projects. Through this experience, fellow Babson student Maria del Mar Gomez Viyella joined Emily and Yousef to further build the venture. Emily was fortunate to have Professor Jim Poss, founder and CEO of Big Belly Solar and WeModifi, as her mentor while on the West Coast, absorbing valuable guidance, insights, and encouragement to just go and take action. While in San Francisco, and subsequently when she returned to Boston after the semester, Emily began to focus on raising seed capital to fund her first manufacturing purchase order of $10,000, which ultimately rose to $16,000. Until now, Emily and Yousef had funded the company with an initial investment of $11,000. The majority of this capital had already been invested in designs and prototype development, so Emily needed to look elsewhere. During the summer of 2016, MassChallenge accepted Emilys venture as one of 128 ventures, out of over 1,700 applicants; MassChallenge was a global startup accelerator for early stage entrepreneurs that did not receive an equity position from companies in exchange for their participation in the program. While in this program, Emily began to rebrand her company and implement a marketing strategy to transform the company from a single product identity with the PICCPerfect cover to a comprehensive consumer brand for patients, caregivers, and health professionals. The transformation not only included branding, changing her company name from PICCPerfect to MightyWell, but also a number of new products scheduled to launch in 20172018 that included PortPerfect, for patients undergoing chemotherapy, and PillPerfect, a new version of a pill box. Months later, in September, MightyWell entered the Babson Breakaway Challenge, a business competition sponsored by CWEL at Babson College and Breakaway, a Bostonbased brand capital firm. This competition promoted gender parity and awards $250,000 in convertible debt to women entrepreneurs and ventures with consumerfacing businesses. MightyWell was one of 23 semifinalists, then one of five finalists, and subsequently became the 2016 winner of the Babson Breakaway Challenge. In addition to the funding, Emily received inkind business services that included TV and digital advertising campaigns, print media campaigns, legal services, and use of shared workspaces. Upon receiving the $250,000 in convertible debt funding, she also gained access to a team of experienced branding experts who continued to mentor and help her navigate MightyWells transformation and growth. Moving Forward Emily was proud of her achievements and the journey she had started years earlier. While she saw the benefits of expanding and diversifying via new product lines, she questioned what types of products made sense. Emily worried that expanding too quickly might lead her to neglect her current emerging product and existing customer base.