Rajat Goel and Dr Ajay Sharma had set up the Eye-Q chain of eye care hospitals in the year 2007. Despite best efforts, their initial assumptions about scaling a healthcare business proved overly optimistic. The reality of high establishment costs, resistance from doctors and low patient trust in smaller cities forced the co-founders to confront the limitations of their business model. Post 2009, the co-founders faced a variety of issues starting from fall out with an angel investor to high debt to mounting losses due to demonetisation. After demonetisation, the company took some corrective measure, but then the COVID-19 pandemic struck, which brought new hurdles as well as opportunities. The co-founders pivoted the company’s business model and turned it around, leading to a profitable business. The case ends in a dilemma that the co-founders faced when a large healthcare company approached them to acquire Eye-Q at a lucrative valuation. The co-founders needed to decide soon if they should sell off the company or continue growing it.