Ivey Publishing
Ohmycake.in: Scaling Up by Scaling Back
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12 pages (6 pages of text)
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Case (Field)
In January 2017, the online cake company Ohmycake.in, which was started two years earlier by a young entrepreneur in Kerala, India, ran into trouble after a series of successful experiments. Adding to the company’s problems, customers were becoming more demanding and the competition was catching up. The entrepreneur had hired a new operations executive to help solve the company’s business strategy and scalability issues, including a current problem: whether to accept or reject demanding custom orders that were appearing in the company’s online order management system.
Learning Objective:
This case is suitable for entrepreneurship, marketing, and strategy courses at the graduate level. The case can also be used to facilitate discussion about the typical dilemmas faced by family-run businesses, or to complement a session on growth in a small entrepreneurial firm. After completion of this case, students will be able to
  • highlight the role of a business model in ensuring scalability and competitive advantage, and discuss the processes involved in developing and refining a business model;
  • discuss business strategy, especially in discussions on the re-engineering of business processes, concepts of customization versus standardization, or the various models of online service delivery; and
  • identify and discuss both the attractive aspects and the uncertainties involved in running a start-up, including the speed and trajectory of growth, the impact of managerial skills and entrepreneurial decision-making, and financial management during various stages of entrepreneurial venture development.
General Management/Strategy,  Entrepreneurship,  International
Accommodation & Food Services
India, Small, 2017
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$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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