LaundryWala was an online, on-demand laundry service provider in the suburbs of Delhi, India. In 2018, three years after its inception, the firm had more than 30,000 individual and business customers. The 33-year-old owner had to make quick strategic decisions regarding the next phase of the firm's growth. She looked at the firm's operation details to assess the following: Was her service model viable and profitable? Should the customer segment focus be business-to-consumer or business-to-business sales? Was a company-owned business model the best option, or should she look at outsourcing operations? Could the young start-up move into new territories and service offerings?
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