Ohmycake.in: Scaling Up by Scaling Back
In January 2017, the online cake company Ohmycake.in, which was started two years earlier by a young entrepreneur in Kerala, India, ran into trouble after a series of successful experiments. Adding to the company's problems, customers were becoming more demanding and the competition was catching up. The entrepreneur had hired a new operations executive to help solve the company's business strategy and scalability issues, including a current problem: whether to accept or reject demanding custom orders that were appearing in the company's online order management system. Nobin Thomas is affiliated with Indian Institute of Management Indore. Abhilash G. Nambudiri is affiliated with Rajagiri Business School.