CAREWISE
From Assignment to Product Vision
IN A NUTSHELL
I delivered a complete product strategy for a healthcare startup—rebranding, repositioning, and mapping a 36-month path from MVP to market leadership.
The Kellogg Executive Product Strategy course asked for a roadmap.
MY ROLE
Product Strategist
RESPONSIBILITIES
Market analysis, brand strategy, product roadmapping, business model design, sprint planning, visual storytelling
TIMELINE
October 2025
COLLABORATORS
None—this is all me.
ALWINE is a real medical device startup with a working product: a sensor that turns any pill bottle into a smart one. They needed a strategic roadmap.
THE ASSIGNMENT
The course expected a template.
I saw an opportunity.
THE PROBLEM
The positioning didn’t match the ambition.
The existing brand had issues. "ALWINE" meant nothing to consumers. The visual identity felt stale. The business plan documents were poorly designed. And while the technology was solid—patented IoT sensors, 9-month battery life, sub-$30 price point—none of that came through.
I asked a different question:
What if this wasn't just a sensor?
THE QUESTION
What if this were the foundation for a care ecosystem?
THE MARKET
Reframing the Opportunity
Medication non-adherence costs $2,000 per patient per year in hospital readmissions and emergency visits. The barriers?
42%
“I forgot.”
34%
“I ran out.”
27%
“I was away from home.”
These aren’t technology problems, these are coordination problems.
I renamed the product CareWise
—a name that could grow with the platform as it expanded from sensors to apps to caregiver dashboards to EHR integrations.
THE STRATEGIC ROADMAP
Three
Horizons
Near Term: 0-12 months
Achieve product-market fit through a 100-sensor pilot. Target adult children caring for elderly parents. $29.99 sensor + $4.99/month subscription.
GOAL
5K units, $216K revenue
Mid Term: 12-24 months
Scale to 25,000 users. Add AI/ML predictions, EHR integration, and white-label partnerships with pharmacy chains. Introduce premium tier.
GOAL
$1.2M revenue, profitability
Long Term: 24-36 months
Establish market leadership with 100K+ users. Expand internationally. Launch pharmaceutical data partnerships.
GOAL
Position for acquisition or IPO.
FROM STRATEGY TO EXECUTION
Vision without execution is just a deck.
I built a working product roadmap in Trello—Sprint 0 through Q3, with detailed epics for FDA Class 1 compliance, iOS app launch, e-commerce platform, caregiver dashboard, and HIPAA implementation.
Each card follows a consistent structure: Context, Strategic Impact, Target, Success Metrics, Tasks.
DOCUMENTATION THAT SCALES
Each READ ME card explains how the roadmap works, why decisions were made, and how to use the labeling system—so a growing team can onboard without tribal knowledge.
CONSISTENCY ACROSS EVERY EPIC
Context, Strategic Impact, Target, Success Metrics, Tasks. From infrastructure setup to FDA compliance to e-commerce launch, each card follows the same framework.
IN CLOSING
The single biggest factor in moving the big rocks, the big bets, the future-facing projects, is momentum.
What underpins momentum is alignment.
What creates alignment is seeing and believing.
What affords for seeing and believing is design.
This is what investors actually fund.