Abstract    Coloraza Design traces the entrepreneurial journey of Sonika, an interior designer who transformed a conventional, founder-led consultancy into a multi-platform digital business. For nearly a decade, Coloraza grew through residential projects, builder relationships and Sonika's highly personalised approach. The COVID-19 pandemic disrupted that model just as she became a mother, forcing her to reconsider how she could continue working without relying entirely on site visits and one-to-one client engagement.

Her response was an ambitious digital pivot. Through practical design content, online mentoring and social media engagement, Sonika expanded Coloraza beyond consultancy into design education and influencer-led brand collaborations. Within two and a half years, her audience grew from about 800 followers to more than one million, while brand partnerships came to account for 70 per cent of revenue. The new model offered reach, flexibility and strong margins, but it also created dependence on Sonika's personal brand, digital platforms and limited time.

By 2025, Coloraza had reached a second strategic crossroads. Sonika could scale the Design School by investing in faculty, systems and technology; intensify brand collaborations while momentum remained strong; or refocus on a smaller number of premium consultancy projects that drew most directly on her design expertise. Each option promised a different balance of growth, risk, personal fulfilment and control. The central question is not simply which business line is most attractive, but which model best converts Sonika's distinctive resources into sustainable advantage without undermining the authenticity, personalisation and work-life boundaries that define Coloraza.

Learning Objectives

1. Apply the Resource-Based View and VRIN criteria to identify the resources that underpin Coloraza’s competitive advantage.
2. Analyse how Coloraza’s value proposition, customer segments, channels, activities and revenue streams changed after its digital pivot.
3. Evaluate the strategic trade-offs among scaling the educational platform, expanding the influencer model and refocusing on premium consultancy.
4. Examine how founder dependence, personalisation and platform concentration affect scalability and long-term resilience.
5. Develop a phased resource-allocation recommendation that aligns business growth with Sonika’s time constraints, values and family commitments.