Pothi.com was a start-up publishing platform that offered print-on-demand (POD) self-publishing services for customers in the Indian market. In 2008, Pothi was launched during a digital transformation that gripped the worldwide publishing industry. Though Pothi had made steady progress in the two years it had been operating as a POD platform, the future remained uncertain, given that POD was a fairly new concept in India and that the country’s publishing market was highly volatile. In the wake of competition from “undercover” self-publishing in the Indian market, Pothi’s management had to make key decisions on awareness creation, promotion and distribution of its customers’ products, and the selection of niche segments to engage. The types of products/services that Pothi would need to offer to attain long-term sustainability were also a concern.
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