Kinbor, a pioneer and top brand of creative planner journals in China, was launched in 2015 by Guangbo Group (Guangbo), a leading stationery manufacturer and worldwide exporter. In January 2022, Jessie Yu—Kinbor’s, founder and general manager— was facing several urgent issues in moving the start-up forward. Like many intrapreneurial projects, Kinbor was only contributing a small fraction to Guangbo’s total annual revenues, so pressure to boost sales and scale up the operation was mounting. In addition, Kinbor’s incongruence with the parent company’s business model was making integration a challenge. Externally, major stationery industry competitors were launching their own creative planner journal brands, thereby intensifying the market’s competition. Kinbor had to find the right strategy to address these issues.