Case library
Use fictional Indian business scenarios to practise defending a recommendation. The scenarios live inside the lessons so you can review the method after attempting the case.
Should a D2C brand scale acquisition?
Customer acquisition cost & payback
Segmentation and targeting
Choose an audience you can reach and serve profitably.
Positioning
Give a defined buyer a reason to choose you over their current alternative.
Brand architecture
Decide when brands should share a name, an endorsement or an identity.
Funnel economics
Find the step where an intervention creates the most value.
Channel allocation
Move the next rupee to the channel with the best incremental return.
Survey bias
Build a sample and questionnaire that answer the decision at hand.
A/B testing
Design a controlled test before reading a conversion dashboard.
Incrementality
Measure outcomes that would not have occurred without the campaign.
Market sizing
Build a demand estimate from units the business can observe.
Competitive advantage
Explain what makes a proposition valuable and hard to copy.
Pricing and launch strategy
Choose a city, channel and price you can test with a clear hurdle.