This case presents the story of Sensika Technologies, a big data analytics and sentiment analysis service that enables users to follow, analyse and manage web and social media content based on predefined search filters. The company is founded by a team of experienced IT professionals and quickly gains the trust of investors that back up the idea. The initial ambition of Sensika Technologies is to pursue advanced markets in Western Europe and the USA, but it faces numerous challenges and gains only limited success. The case highlights the value of reconsidering original strategies and the value of pursuing less conventional markets. The decisions that the company makes along its way offer valuable lessons learned for new companies and their strategic thinking. The story is presented through the eyes of one of the founders and one of the investors in the company.