The coaching institute had made big gains in their reputation through coaching provided at their centres. They even coordinated on hostel facilities for out of-station students. However, they wanted to expand their base not just in the south but all over India. The logistics for this would be different as they wanted to reach out to more students through an online program. Their primary issues were They wanted to build a Pan-India brand. They were used to manual processes and extending to other centres would put a financial and logistics burden. They found it hard to accommodate all applicants at their existing centres with their existing carefully selected faculty.