BYJU’S Survival at Stake: A Founder’s Dilemma

The focus of this case is the survival challenges faced by BYJU’S due to mounting losses and financial mismanagement. This case discusses the strategic mistakes committed by BYJU’S, such as the acquisitions-based growth strategy and overspending on marketing. It also discusses operational mistakes such as low customer retention, security and privacy issues and the use of hard selling to fuel rapid growth. The primary focus of this case is the CEO’s dilemma in resolving the crisis. BYJU’S business model is discussed to provide students with an overview of the dynamics and challenges of the EdTech business and the company’s initiatives to enhance the robustness of its business model. An overview of prominent EdTech companies competing with BYJU’S in India is presented in the case to enable the students to understand the competitive scenario of the EdTech industry.