23andMe is considering splitting up its business into two entities—one focused on DNA-testing and the other on drug development—after the stock slid by as much as 10% after second quarter 2024 earnings. The proposed strategic shift arrives at a pivotal moment for 23andMe, a company that once boasted a market cap exceeding $6 billion and now trades for pennies as it faces a Nasdaq delisting.

The problem runs deeper than just missing quarterly forecasts. The split is being seen as a last-ditch attempt to regain stability in a market that has quickly soured on its business model. The rapid decline in share price highlights the volatile nature of the tech and biotech sectors as well as the critical need for agility in strategic planning. All told, there’s been a significant loss of trust in the company's leadership team triggering a massive crisis of confidence.

October has certainly lived up to its reputation as one of the most volatile months for the markets, with high earnings season adding fuel to the fire. For small cap businesses, this period can evoke a whirlwind of emotions as they watch their stock prices swing dramatically. However, this isn't a time to lose hope, but rather an excellent opportunity to demonstrate patience and resilience with investors.

Navigating the ebbs and flows of the market requires a strong constitution and rock-solid communication skills. Announcing material news in a manner that is clear and engaging, and that connects with stakeholders while aligning with the overarching corporate story, is often challenging, especially in the current "sell on news" climate.

As the end of summer draws near, and the year-end push begins, don’t forget to include IR in strategic planning discussions. We often hear Investment Relations Officers (IROs) are not invited to the table. Major mistake. IROs are your frontline offense and backline defense. At their core, they are relationship builders— interacting with external stakeholders, shareholders, analysts, and portfolio managers.