HomeResearch & Knowledgeback to Homeback to Research & KnowledgeProsFit: A fitting solutionback to

Case Study

ProsFit: A fitting solution

By Denise H. Kenyon-Rouvinez and Philip Whiteley

18 pages

November 2015

Reference: IMD-7-1720

This case study features ProsFit, a European start-up company founded in 2013 that used breakthrough technology – Computer Aided Design (CAD) and 3D printing – to transform the way in which sockets for prosthetic limbs are produced. It promised to reduce fitting times considerably, improve comfort and cut production costs, helping to meet growing demand. Companies were registered in Bulgaria and in the UK. Proof of concept was established in April 2014, and ethics approval in the UK was granted. Two successful rounds of fundraising were completed at the time of publication of this case study in late 2015, and there were seven employees. It is a family firm, having been co-founded by father-and-son team Alan and Chris Hutchison. The latter is a double amputee and user of prosthetic limbs. Alan Hutchison is an experienced business developer, with a degree in Engineering Science from the University of Oxford. The decision to start the company stemmed from concern about the pain and discomfort Chris was experiencing with a prosthetic limb fitted traditionally as well as the lengthy time-to-comfort of the fitting process. Software scanning and 3D printing technology replaced the artisanal approach used for sculpting sockets. The company was set up to be both commercial and philanthropic, using profits from developed countries to subsidize sockets in developing nations. First invoices were issued in 2015. The founders estimated they had an18- to 24-month first-mover advantage from mid-2015.

Learning Objective

Discuss strategic choices facing a company in a market where existing services are sub-optimal and there is a disruptive technology, or the potential for a disruptive entrant, with particular focus on 1) local vs. global, 2) commercial vs. philanthropic, 3) specialization vs. developing other products. Discuss family firm governance, including matters such as a family council and succession and ownership when Generation 1 and 2 are co-founders of the business. Discuss the challenges of managing a business with a breakthrough technology allowing participants to analyze external risks and assess their potential impact; to engage in risk/opportunity analysis.

Keywords

Start-up, Family Business, Disruptive Technology, Philanthropy, Family Governance, Family Ownership, Risk Analysis, Opportunity Assessment, Local vs. Global, Disruptive Entrant

Settings

Europe
ProsFit, Healthcare, Medical Devices
2013-2015

Available Languages

English

Related material

Teaching note, Video

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Keep reading

Article

Optimizing omnichannel assortments and inventory provisions under the multichannel attraction model

Assortment optimization presents a complex challenge for retailers, as it depends on numerous decision factors. Changes in assortment can result in demand redistribution with multi-layered consequences. This complexity is even more pronounced for ...

General Management

By Andrey Vasilyev, Sebastian Maier and Ralf W. Seifert

in European Journal of Operational Research

August 2025, vol. 324, no. 3, pp. 799-813, https://doi.org/10.1016/j.ejor.2025.01.035

Article

The anatomy of family business conflict

Understanding conflict in family businesses is a complex but essential study area for practitioners and academics. To enhance theoretical precision and provide practical insights, this article presents a comprehensive framework of family business ...

Customer Centricity Family Business

By Marco Mismetti, Barbara Del Bosco, Cristina Bettinelli and Alfredo De Massis

in Journal of Family Business Strategy

June 2025, vol. 16, no. 2, 100660, https://doi.org/10.1016/j.jfbs.2025.100660

Article

Boundary conditions for organizations in the Anthropocene: A review of the planetary boundaries framework 10 years on

We systematically review business research concerning the planetary boundaries framework: A natural science framework that identifies nine Earth system boundaries that govern the safe operating space for humanity. Ten years after the introduction ...

Sustainability

By Amanda Williams, Paolo Perego and Gail Whiteman

in Journal of Management Studies

June 2025, vol. 62, no.4, pp. 1811-1846, https://doi.org/10.1111/joms.13150

Article

Beyond chatbots: Navigating AI’s industrial transformation

AI's true revolution isn't in chatbots but in transforming industrial operations through dark factories and predictive maintenance. This will require leaders to balance technological advancement with responsible societal impact.

in I by IMD

Article

Navigating AI's industrial transformation - Beyond Chatbots

Toby Walsh reminds us that navigating AI's industrial transformation goes beyond chatbots—impacting factories, systems, and society.

Artificial Intelligence

By Toby Walsh

in I by IMD

Article

Well-being at work - Tackling The Crisis

Companies are waking up to the reality that well-being is a business necessity, not a luxury. Take the quiz below to gauge the scale of the problem, and read on to see how your organization can help.

By Andrew Sharman and Susan Goldsworthy

in I by IMD

Article

Stress busters: how to help employees help themselves

Dr. Rachel Lewis explores how empowering teams to co-create solutions can reduce workplace stress and boost wellbeing

By Rachel Lewis

in I by IMD

Article

Executive recovery: The backbone of thriving organizations

With executives experiencing unprecedented levels of leadership burnout, here are three ways for organizations to help employees prioritize their recovery

in I by IMD

Article

Riding the duck curve: A strategic guide for companies in the evolving energy landscape

Solar power floods grids with cheap energy, creating both challenges and opportunities. Learn how smart companies can capitalize on the duck curve.

Business Transformation Innovation Sustainability Technology Management

By Robert Earle and Karl Schmedders

in I by IMD

Article

Out of your comfort zone: What it takes for traditional CFOs to become CEOs

IMD’s Ric Roi explores what it takes for traditional CFOs to step into the CEO role: expanding their leadership range, building emotional connection, and navigating complexity with confidence.

By Richard Roi

in I by IMD

Optimizing omnichannel assortments and inventory provisions under the multichannel attraction model

By Andrey Vasilyev Sebastian Maier and Ralf W. Seifert
in European Journal of Operational Research August 2025, vol. 324, no. 3, pp. 799-813, https://doi.org/10.1016/j.ejor.2025.01.035

Summary

Contact

Research Information & Knowledge Hub for additional information on IMD publications