PreFormance Therapy & Fitness

This new venture strategy case study explores PreFormance, a concept-stage digital health platform designed to make physical therapy more accessible through AI-guided, at-home rehabilitation and performance programs. Traditional physical therapy is often expensive, difficult to schedule, and hard to sustain, leading many active adults to delay or abandon treatment altogether. The project examined whether a subscription-based, technology-enabled approach could deliver personalized, adaptive care that fits into users' daily lives while maintaining the clinical logic of physical therapy.

The primary goal was to evaluate whether a technology-enabled, subscription-based platform could address access, adherence, and cost challenges in traditional physical therapy. Secondary goals included defining a clear value proposition for active adults, assessing the viability of AI-guided personalization within a clinical framework, and identifying a scalable business model that balanced user outcomes with long-term sustainability.

The project was developed collaboratively as a new venture exploration, with the team aligning early on problem definition and target user needs within the physical therapy space. I focused on translating discovery insights into a coherent value proposition and venture model, while partnering with teammates to shape product capabilities, pricing logic, and go-to-market direction. I also contributed to refining the overall venture narrative and presenting the concept through a business model canvas and an executive-style pitch.

A central decision was to focus the venture on at-home, AI-guided physical therapy rather than attempting to replicate in-clinic care digitally. This prioritized accessibility and adherence over replicating the full range of in-clinic care, accepting a narrower set of supported use cases in exchange for a solution that fit more naturally into users' daily routines. Another key tradeoff was targeting active adults and performance-oriented users before broader medical populations, favoring clearer value definition and faster adoption over immediate scale across more complex clinical use cases.

The work resulted in a clearly defined venture concept with a focused value proposition and a coherent path to market. The analysis validated demand for a more accessible, at-home physical therapy experience among active adults and articulated how AI-guided personalization could support adherence and consistency. The final output delivered an executive-ready view of the opportunity, including product direction, business model considerations, and key risks to inform future venture decisions.

This work strengthened my ability to evaluate early-stage product ideas through a venture strategy lens, balancing user needs with feasibility and long-term sustainability. It sharpened my judgment around defining focused use cases, collaborating effectively within a team to refine assumptions, and creating and delivering a clear, compelling pitch through executive-ready presentations.