Upon learning the news of a critical illness, patients and their families are shocked, saddened, fearful, and angry all at once. And just as soon as they catch their collective breath, they all ask the same question--a question that has the potential to infuse hope into darkness and order into emotional chaos--"What do we do next?" They need health care information. Greg Smith, a cancer survivor, and Steve Naifeh founded BestDoctors Inc. to link health care consumers to the medical knowledge they need to make the best health care choices for themselves and their loved ones. This case, which begins in a venture capitalist firm's conference room, details the business plan of a company that sought to meet consumers' urgent demand for personalized information that will lead them to quality medical care.