An Artisanal Bread Baker Diversifies her Product Line: The Case of Devrim Mumcuogullari

by: Amy Gillett

Publication Date: May 6, 2021
Length: 6 pages
Product ID#: 1-121-143

Core Disciplines: Entrepreneurship & Innovation, International Business, Marketing/Sales, Strategy & Management

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Teaching Note

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Devrim Mumcuogullari had been baking and selling bread successfully for the past two years. Her business had grown as her high-quality and nutritious products attracted new customers through word-of-mouth. With an increasing trend toward healthier eating in Turkish society, her business had evolved based on her own move toward preparing and eating healthier foods. A gluten allergy drove her to prepare all her own foods from scratch, so Mumcuogullari named her business Mutfakta Devrim, which translates to “revolution in the kitchen.” She had identified four other food items that she might be able to add to her product line. But could she scale up production, go to market, and still earn a profit? And, as a solopreneur, how could she guarantee the adequate capacity and bandwidth required for expansion?

This case is part of a four-case collection, each about a real entrepreneur with a business operating in the Turkish food and agriculture sector. Other cases in the collection include:

  • A Social Entrepreneur Explores Alternative Business Models During the COVID-19 Pandemic: The Case of Rawan Hudaifa (WDI # 2-918-962)
  • Following the Scent to Success to Grow her Rose Water Business: The Case of Zeina Wazzan (WDI # 2-945-000)
  • A Cheese Producer Pursues a New Market through E-commerce: The Case of Mohamed Bakkar (WDI # 3-090-835)

Teaching Objectives

After reading and discussing the material, students should:

  • Understand how to expand a product line.
  • Evaluate various approaches to small business growth.
  • Recognize the challenges facing “solopreneurs.”