Case studies · since 2007

Real business models, explained and advised.

Engagements from our record since 2007. Each case explains the model the way a founder needs it explained — how the money flows, where the margin lives, where it breaks — closes with the lesson the work taught us, and carries forward what an operator of that model should do next.

The record in numbers

60+ case studies
160+ papers and analyses
12+ academic citations
7+ countries citing the work
2007 publishing since
United Kingdom · India · Singapore Think · Validate · Execute
Location
  • Supply-Chain Franchising

    Supply-Chain Franchising: When the Franchisor Is Really a Wholesaler

    The most successful franchise model of the last decade earns 2.4% of its revenue from franchising. Everything else is groceries.

    Franchise & Food Retail · China · Emerging model reading

  • Emotional Consumption

    Emotional Consumption: Selling Meaning Where There Is No Function

    The fastest-growing consumer category of the decade sells objects that do nothing — and the economics are extraordinary.

    Consumer IP & Collectibles · China · Emerging model reading

  • Joss & Main

    Joss & Main: The eCommerce Business That Closes Faster, Decides Faster

    What high-volume home-goods retail teaches about the connection between how fast a business closes its books and how well it runs — and where the model’s decisions move next.

    Home Goods eCommerce · United States · Retail accounting automation

  • Easy Month End

    Commerce Finance Automation: Why Most Projects Stall at Eighty Per Cent

    The easy transactions automate themselves. The business lives in the ones that do not.

    Financial Operations · Global · Category reading

  • Rokt

    The Confirmation Page: eCommerce’s Most Valuable Real Estate, Usually Left Empty

    Every retailer owns a moment when the customer has just decided to trust them. Almost none of them monetise it.

    Retail Media · Global · Category reading

  • Worthy

    Worthy: The Interface Makes the Promise — the Operation Keeps It

    Inside the managed marketplace — how custody, grading, and auction liquidity turn a stranger’s diamond into a cleared transaction, and why provenance becomes the moat.

    Jewelry Marketplace · United States · Trust-heavy commerce

  • Huspy

    Proptech’s Second Act: The Money Was Never in the Search

    A decade of property technology improved how people look at homes. The part that actually costs weeks and money went untouched.

    Property Technology · Middle East, Europe & India · Category reading

  • Doctor Anywhere

    Doctor Anywhere: A Health Platform Hides Complexity — It Never Removes It

    How an on-demand care platform connects clinics, insurers, and pharmacies into one patient experience — the model’s real economics, and why its future is continuous, not on-demand at all.

    HealthTech · Singapore & Southeast Asia · On-demand care delivery

  • Sense.ly

    Sense.ly: In Clinical AI, the Escalation Design Is the Product

    How a virtual nursing assistant earns its place in healthcare — the model’s real buyers and economics, the design question that separates a product from a demo, and what to do as the AI learns to converse.

    Clinical AI · United States · Care automation

  • Babylon Health

    Babylon Health: What an Eight-Month Idea-to-Market Launch Teaches

    How a healthcare app went from first idea to live market in eight months — the model explained, the operating decision behind the speed, and what this model must become.

    Digital Healthcare · United Kingdom · Founding build

  • Made-to-Order Furniture

    Made-to-Order Furniture: A Cash-Flow Business That Everyone Mistook for a Design Business

    The category’s defining year saw one collapse after another. The design was rarely the problem; the money’s timing almost always was.

    Furniture D2C · United States & United Kingdom · Category reading

  • Ocado

    Ocado: In Grocery, the Business Model Is the Operating Model

    Why online grocery is a logistics business with a storefront, the arithmetic that decides whether any grocery model survives — and what to do before the customer becomes an algorithm.

    Online Grocery · United Kingdom · Logistics-led commerce

What every case proves

The business that decides faster wins.

Nine records, one pattern: the constraint is rarely the market. It is how long the business takes to see itself clearly, and how much of that view it trusts.

None of these quite your situation?

Every engagement begins with the Business Architect.

A working session on your model, not a pitch. We map where the money is actually made, then agree what to build first.

01ThinkWhere the model earns, and where it quietly leaks.
02ValidateTest the thesis against your numbers before anyone builds.
03ExecuteDeploy it, then hand you the operating system for it.

Each case describes the business and its model as they stood during the engagement period; a company’s subsequent history is its own. Engagements referenced on this page reflect Chitrangana’s consulting contributions, made directly or through teaming partners. Brand names and trademarks belong to their respective owners; their appearance does not imply endorsement, affiliation, or partnership. Where a client is not named, the engagement is held under confidentiality.