Baker Street

Abstract

Subject area

Entrepreneurship Small Business Management.

Study level/applicability

BBA first-year students. The case is positioned at the beginning of the course.

Case overview

Uzma, 25 years, enrolled in the MBA program of a prestigious university of Pakistan and owner of Baker Street, was accustomed to a hectic routine; preparing the orders, sometimes even dropping them at customers doorsteps, university classes, assignments and reports. The only thing which she felt missing from her busy life was good sleep and a great time with her family. Brand Baker Street was developed to provide baking solution to upper echelons for special occasions. The big, moist, chewy, gourmet cookies; rich and gooey brownies; the most decadent, indulgent cookie cakes/brownie cakes; and a lot more other things were developed to create unforgettable moments. Her aim after graduation was to convert her dream of opening a café into a reality. Uzma wondered whether the time was right and most importantly was she ready.

Expected learning outcomes

The case aims to teach the following concepts: female entrepreneurship, its potential and barriers; entrepreneurial marketing; and identify and analyze different variables involved in setting up a small baking business.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Citation

Baig, F.N. and Rashid, A.G. (2016), "Baker Street", , Vol. 6 No. 1. https://doi.org/10.1108/EEMCS-09-2014-0221