Zenoti was a software-as-a-service (SaaS) unicorn based out of Bellevue, Washington. Zenoti’s SaaS was focused on back-office resource allocation and enabling multi-location spas and salons to digitize the consumer experience. After the latest round of funding, Zenoti’s chief executive officer, Sudheer Koneru, was keen to invest in artificial intelligence and other cutting-edge technologies to deliver an Uber-like experience to consumers. Other options for pursuing growth included geographic expansion, new customer segments, and entry into new competitive arenas. In January 2021, Koneru would have to identify and consider new growth ideas for Zenoti.