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Benny Chung-Ying Zee was a professor at a prestigious university in Hong Kong and founder of Health View Bioanalytic Limited (Health View). Health View offered fast, inexpensive, non-invasive assessments of the risk of stroke and Alzheimer's disease by using artificial intelligence and automatic retinal image analysis (ARIA) of pictures of patients' retinas using fundus cameras. While Health View was breaking even, Zee realized that it was not yet a success. Thus, Zee was considering how to scale up the company to realize the impact of its technology. Zee had to assess the current business model-its value proposition, target market, sales channels, and strategic partners-and determine how he could scale up and redirect Health View.