99acres.com was started in September 2005 as the first real estate portal in India. This internet portal was dedicated to meet a consumer's information needs in the real estate industry. It was a forum where buyers, sellers, and brokers could exchange information, quickly, effectively, and inexpensively. Though 99acres operated in a huge market with immense business potential, even three years after its launch, it was unable to find its feet. This case describes the launch process of 99acres and how the online offering progressed in design and value from 2005 till date. Case details are provided on initial market potential assessment, business environment analysis, buyer and seller behaviour and finally, on competition.