MasterCoach is a professional development program that enhances mastery, agency and purpose among educators in the ITI and VTI ecosystem. Since it’s inception, the program has scaled in multiple ways, and continues to grow at an accelerated rate. The alumni’s usage patterns of tools such as WhatsApp have also evolved, besides the fact that the core program has moved into a format that is delivered primarily virtually. The ask from QA’s Capacity Building team (formerly Mastercoach) was to help to understand the current landscape and suggest a strategy that takes into account current realities and modes of program delivery and scale.