In August 2023, Akriti Gupta, the founder of Canfem, a for-profit social enterprise based in India, faced a critical decision regarding the future direction of her business. Established in 2020, Canfem specialized in providing high-quality products and services for cancer patients and survivors, including mastectomy bras, breast prostheses, hair wigs, and emotional healing therapies. Despite the initial limitations of COVID-19 restrictions, Gupta successfully introduced a direct-to-consumer (D2C) model, leveraging personalized video consultations to build customer trust and loyalty, primarily among women. This approach allowed Canfem to gather valuable customer data, enabling repeat and cross-selling opportunities. With pandemic restrictions lifting, Gupta contemplated whether to continue with the D2C model or to expand Canfem's reach through large e-commerce platforms and online pharmacies. Each expansion option presented unique opportunities and challenges that could shape the company’s growth. Understanding the importance of making the right choice, Gupta sought to assess which path would not only foster Canfem’s growth but also maintain the personalized, high-quality service that had been central to the brand’s success and mission.