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In an increasingly digital world, technology-based start-ups face challenges which are of unique nature and hence cannot be fathomed by organizations belonging to another genre. The case study focuses on a series of strategic and business model redesigning challenges faced by Ashutosh Chouksey, Executive Vice President – Expansion and Strategic Operations, while co-leading a technology-based customer engagement and digital signage solutions start-up, MintM. MintM has a business to business (B2B) based model that relies on its own proprietary software to display targeted audio-visual content in stores and supermarkets, offering the unique value proposition of simultaneous last mile advertising connectivity and customer analysis. The core product of MintM requires regular upkeep creating a conflict: a chance of global outreach versus operational hassles hindering its growth trajectory. The case is an appropriate platform for demonstrating information technology-based business model management dilemma in a fast-changing digital milieu, whether to improvise on organizational structure or product particulars. The case also presents an opportunity to discuss operational challenges hindering expansion plans and how to strategize and redesign business model to overcome the same and cater to clientele in a niche nascent market while still maintaining a lean team.

MintM: the start-up transforming businesses real-time