Abstract

The case is based on a real startup—Ecoplore—that curates eco-friendly stays across India and was founded with the mission to make sustainable travel mainstream. The protagonist, Prerna Prasad, after years of building credibility and authentic experiences, now faces a classic startup dilemma: low conversion despite good traffic, difficulty in scaling operations due to a high-touch curation model, and tension between financial sustainability and mission integrity.

In October 2024, Prerna reflects on these tensions as she travels to a new eco-stay for onboarding. Her conversation with COO Khushbu reveals a fundamental gap: marketing strategies are failing to translate interest into sales, and Ecoplore is struggling to grow beyond its niche despite rising interest in sustainable travel post-COVID.

The case allows students to grapple with questions of positioning, marketing strategy, scale vs. quality trade-offs, brand trust, and operational growth in a mission-driven business.

Learning Objectives

By the end of the case discussion, students should be able to:

1. Evaluate the challenges of balancing a strong sustainability mission with the imperatives of growth and profitability in a startup ecosystem.
2. Analyze the eco-tourism market structure in India, consumer behavior towards sustainability, and Ecoplore’s competitive positioning.
3. Design a marketing funnel improvement strategy for Ecoplore that includes SEO, content, partnerships, and consumer education.
4. Assess the scalability of a high-touch, high-trust business model and explore options for responsible delegation and automation.