This workshop will explore a few business models commonly found in healthcare startups. Joella will start by sharing the journey of her venture, MedEssist, from an app focused on medication adherence to a complete platform addressing digital health challenges. Participants will have the chance to think through the pros and cons of different business models using a fictional case, followed by a debrief and Q&A. 

Participants will learn: 

  • how to critically evaluate a business model and choose one that’s right for their idea
  • methods to talk to potential customers
  • when is the right time to go full time with a venture
  • relevant resources and cases to apply to their own ventures

When: February 9, 2023, 4-5:30 pm ET
Location: Online via Zoom (participants will receive a link prior to session start)
Instructors: Joella Almeida, CEO and co-founder, MedEssist and UTL Founder-in-Residence Jan – Feb 2023; Carey Toane, Entrepreneurship Librarian,

To find out more about the U of T Libraries Student Founder-in-Residence (SFiR) program and to book a meeting with the SFiR, please visit