In 2007, Ranjit Singh and Ravi Shankar Bose founded Fugumobile, a digital marketing firm, in Shanghai, China’s financial hub. Fugumobile served a wide range of clients, including multinational companies (MNCs) and domestic Chinese businesses, by providing various digital marketing services such as e-commerce, customer relationship management (CRM), digital transformation, digital campaigns, and social media management. As Fugumobile progressed into a mid-sized company, Singh and Bose aimed to transform their business. However, Fugumobile experienced a decline in revenue growth rate from 2007–08 to 2014–15 and again from 2017–18 to 2019–20. Among its various service verticals, e-commerce was the biggest revenue earner for the company in 2020. The founders recognised the need to remain competitive amid disruptive technologies such as AI, deep learning and machine learning and expanded its services by incorporating AI as its core service. Fugumobile offered various services, with varying revenue growth/decline over the previous five years. This made it difficult to decide which service to prioritise in the future. In addition, they were exploring options for geographic expansion both within and outside the country and identified Vietnam and India as potential candidates for internationalisation. The COVID-19 pandemic brought a sense of urgency to their concerns, and they realised that swift action was required to reverse the fall in revenue growth and set their business on a new course for expansion.