Sam's Cake Factory: a delectable journey of a woman entrepreneur

Case overview / Abstract

The case reflects on the life of a woman entrepreneur, Sumaira Waseem, who had set up an online cake business by the name of Sam’s Cake Factory. Sam’s Cake Factory was a start-up, which was only four years old but had become the preferred choice amongst the consumers looking for customized fondant cakes in Karachi. They offered bespoke creatively designed cakes, handcrafted to perfection using premium quality ingredients. The case describes the entrepreneurial journey embarked upon by Sumaira who, through her passion, resilience and creativity, turned a home-based small business into a full-fledged growing enterprise. The case further examines the vision Sumaira had of expanding her business and taking it to the next level. It was Sumaira’s dream to see herself established as the most famous cake designer in Pakistan. The case is extremely pertinent because of the dearth of literature available on female entrepreneurs in Pakistan. It aims to shed light on the mushroom growth of the women-led online business sphere in Pakistan.

Case Areas

Business expansion, Female Entrepreneur, Home-based, Online Business


Food and Beverage Sector


Business | Entrepreneurial and Small Business Operations | Growth and Development | Marketing


Karachi, Pakistan

Teaching Notes


Faculty / School

Faculty of Business Administration (FBA)


Department of Management

Was this content written or created while at IBA?



Asian Journal of Management Cases


14 pages

Citation/Publisher Attribution

Zulfiqar, S., Sohail, K., & Qureshi, M. S. (2016). Sam’s Cake Factory—A Delectable Journey of a Woman Entrepreneur. Asian Journal of Management Cases, 13(2), 67–81.

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