In March 2024, the CEO of Mydoh, a Toronto-based fintech, was asked by her board of directors to submit a new growth plan. The fintech had been offering a money management platform since 2021 targeted at a specific demographic: Canadian households with kids and teenagers in the age group of 6–18 years. The board just approved a proposal the CEO made at their meeting to eliminate the monthly subscription fee for the platform’s customers in a bid to increase its market share. The board wanted the CEO and her team to submit a plan of action within five days that would help Mydoh realize the goal of increasing market share. The CEO wondered: What should the growth strategy be?Students have an opportunity to step into the CEO’s shoes and find a way forward in developing a new growth strategy for the fintech.
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