Singapore based Francis Yip is the Chief Commercial Officer for Livful. Livful develops innovative health solutions. His company has developed a fantastic product but he and his colleagues are not sure if the market is ready for it. His challenge is how to decide which measures to use to assess market readiness given that the target market for the company are individuals with lower incomes residing in the Global South. Visit casenet.ca for more free, open access decision focused video teaching cases from Acadia University.