MU2VERSE / CASES
Business Analysis • Decision Making

Business problems, broken down into decisions that actually matter.

I use simple numbers, clear assumptions, and practical trade-offs to understand what a business should do next — not just what the spreadsheet says.

Explore case studiesHow I analyse
3+Published case studies
₹ / UnitUnit economics & profitability
BADecision-first analysis
Selected work

Case studies

Each case starts with a simple business question and ends with a recommendation, the logic behind it, and the numbers that support it.

Food & Beverage

Cutting Chai: Finding the right price

How far can a small tea shop increase price before the volume loss starts hurting total contribution?

Decision: ₹16 delivered the strongest tested outcome.
Read case study →
Food Delivery

GharKaKhana: Direct orders vs platforms

Should a food business push customers away from aggregators, or improve the economics of both channels?

Focus: contribution per order, AOV, marketing cost and scale.
Read case study →
Restaurant

Circle of Crust: Menu and platform economics

Testing add-ons and platform price changes to improve monthly operating profit without overreaching on demand.

Best tested platform markup: 10%.
Read case study →
My approach

From question to recommendation

I try to keep the model only as complex as the decision requires.

1. Define the decisionWhat exactly must the business decide?
2. Build the economicsRevenue, variable cost, contribution, fixed cost and constraints.
3. Stress the assumptionsPrice, demand, volume, mix, capacity and downside scenarios.
4. Recommend an actionChoose the next move and explain what would change the answer.
About the author

Muthu Krishnan

I work at the intersection of business analysis, data analytics, automation and operations. These case studies are my way of practising structured business thinking with real-world style problems.

What you will find here

Clear assumptions, spreadsheet-backed analysis, business trade-offs, and recommendations written for decision-makers rather than just analysts.