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.
Entrepreneur, Women entrepreneurship, Entrepreneurial skills, Entrepreneurial management, Opportunity recognition, Effectuation theory of entrepreneurship, Strategic growth options, Creativity, Bootstrapping, Entrepreneurial marketing
Business expansion, Female Entrepreneur, Home-based, Online Business
Food and Beverage Sector
Business | Entrepreneurial and Small Business Operations | Growth and Development | Marketing
Faculty / School
Faculty of Business Administration (FBA)
Department of Management
Was this content written or created while at IBA?
Asian Journal of Management Cases
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. https://doi.org/10.1177/0972820116653340
Zulfiqar, S., Sohail, K., & Qureshi, M. S. (2016). Sam's Cake Factory: a delectable journey of a woman entrepreneur. Asian Journal of Management Cases Retrieved from https://ir.iba.edu.pk/faculty-teaching-cases/10