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INK PPT: Quit or Continue?

Damini Gera, Shailja Agarwal, Rakesh Gupta

Product #:W26611
Supplier:Ivey
Discipline:Communications, Entrepreneurship
Setting:India, 2020
Details:Case (PDF) • 12 pages • 2022-06-29

Subjects:

OutsourcingHuman resource managementCovidHealth and wellnessOrganizational cultureOrganizational behaviorEntrepreneurship

Industries:

Business services sector

Geography:

AsiaIndia
Your Price:$10.54

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A former software developer founded INK PPT in 2015 in Gurgaon, Haryana, India, after realizing that he enjoyed designing presentations. However, the market for developing corporate presentations was still in its nascent stage in India, and there was strong reluctance among organizations to outsource this work. The founder faced various hurdles growing his company, including the initial challenge of attracting customers. The situation became more challenging after the outbreak of the COVID-19 pandemic in March 2020. During the resulting lockdowns, INK PPT’s regular clients cut costs by reducing their presentation projects. As the pandemic continued, attracting new clients seemed almost impossible. The founder was told, both by friends and by a successful entrepreneur, that INK PPT was too far ahead of its time. The founder had to decide if he should continue to grow INK PPT, the start-up that he had devoted all his efforts in developing, or if it was time to move on to a new venture.

Learning Objectives

The case is designed for undergraduate- and graduate-level courses on start-ups, entrepreneurship and small business, and new venture creation. The case can also be used in executive programs to highlight the difference between an idea and an opportunity. After working through the case and assignment questions, students will be able to do the following:
  • Understand the difference between an idea and an opportunity, and the need to validate an idea before pursuing it.
  • Identify the challenges of being an early mover in a market segment, during the nascent stage of development.
  • Understand the need for differentiation of a company’s offerings in a new market to develop a brand’s identity.
  • Discuss the dilemma for an entrepreneur between persisting in the face of adversity versus deciding to move on.
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Case Study: INK PPT: Quit or Continue? (English version) | Ivey Publishing