Find Demand.

Infallible researches active demand across four health conditions and finds a significant opportunity exists for Zipnosis as a B2C SaaS play.

Measure the Competition.

Competitive research reveals a compromised competitive set and opportunities for Zipnosis to win in B2C.

Imagine the Experience.

Infallible recommends targeting consumers when and where they seek information to self-diagnose, building a strong visual brand to stand out from competitive clutter, delivering a frictionless customer intake experience, and adopting an easy-to-engage consumer-pricing model. We make this experience visual for the board.

Test. Iterate. Grow.

Infallible proposes a market test targeting four states with the greatest demand for Skin Health.


The plan is approved by the Zipnosis board. One week later, COVID-19 begins and their B2B telemedicine business is overrun with demand from health systems. Zipnosis grows with the pandemic and is acquired in 2021. The B2C plan is never executed.