It was a busy day in April 2023at the offices of DriveU, a firm offering on-demand driver services for car owners, nestled in Koramangala, Bangalore. The popular cricket tournament, Indian Premier League (IPL) involving the local team, was scheduled for the evening, and with restricted parking around the stadium, the demand for driver services was likely to peak. As the operations team was busy prepping up the drivers for potential surge in demand, co-founder Ashok Shastry was wondering if he had made the right choices by prioritizing profitability over rapid growth in user numbers, services, and geographies. DriveU had to make critical choices on expanding into new markets, penetrating markets that they were already present in, and consolidating (with more services) in markets where they were dominant. Though there was no urgent need to prioritize amongst these, each of these would leverage different resources of the platform with different profitability outcomes.