What happens when two college students enter India’s crowded ed-tech market with no funding, no faculty, and just a bold idea? This case tells the story of a gamified, student-focused platform that changed traditional test prep using behavioural insights, lean execution, and a straightforward approach. With a unique freemium mode and psychological engagement tactics, the startup grew rapidly. But now, it faces its biggest challenge: can it keep growing without losing its core values? This case study looks at the strategic decisions, product-market fit, and growth choices that could either make AfterBoards a major player or a cautionary tale.