Fajer Al Mansoori is a 38-year-old chef and food entrepreneur based in Manama, the capital of Bahrain. She dreams of doubling her revenues in the next two years and going on to become the “Martha Stewart of the Middle East.” As the case begins, Al Mansoori is at an inflection point. Based on the advice of a mentor in an entrepreneurship training program she had recently finished, she gave up her food product business to focus more on building her growing social media presence. Leveraging this online following, she is now pursuing five revenue-generating activities. However, they are pulling her in various directions and she is not sure how to narrow her focus. After all, she is still operating as a “solopreneur”—a one-person enterprise. Al Mansoori is fortunate to have a mentor who provides her with guidance on how to approach issues with her business and navigate its growth. She plans to share her situation with him to see what he would advise.
Strategizing a Recipe for Success: Chef Fajer Al Mansoori Looks to Grow
by: Amy Gillett, Kristin Babbie Kelterborn
Publication Date: June 20, 2023
Length: 8 pages
Product ID#: 3-275-023
Core Disciplines: Entrepreneurship & Innovation, International Business, Marketing/Sales, Strategy & Management
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Description
Teaching Objectives
After reading and discussing the material, students should:
- Formulate a growth plan for a food industry solopreneur.
- Understand how to build a personal brand.
- Develop a social media strategy to leverage and monetize an entrepreneur’s existing and large social media following.
- Evaluate when and how entrepreneurs should partner strategically with existing companies.