MGT 368

Local Entrepreneurial Case

Section: 17

Submitted To,
Shabnin Rahman Shorna
Department of Management
North South University

Submitted By,

NAME ID

Mohiminul Ahmed Sami 1521079630

 Table of content

Introduction of entrepreneur ......................................................................................................... 1

Business Description ...................................................................................................................... 2

Financial situation ......................................................................................................................... 5

Challenges of the business and success ........................................................................................ 6

Future of ADI................................................................................................................................. 7

Conclusion...................................................................................................................................... 8

References ...................................................................................................................................... 9

Appendix ......................................................................................................................................... 9
MOHIMINUL AHMED SAMI 1521079630

Introduction of entrepreneur
Sumaiya Tabassum Meghla is an entrepreneur based on Dhaka. She is an undergraduate student
in North South University. Her father wanted to start a spice pickles base business. He started all
the process of the business in 2019. Suddenly, he had a heart attack. He was in admitted in hospital.
But unfortunately, after 5 days he took his last breath. That was a big shock for Meghla. As she is
the older sister in her family, she had to take all the responsibilities.

After her father death Meghla decided to complete her father wish rather continue her graduation.
At last she started the journey of ADI in June 2020.

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Business Description
As Bangladeshis food taste is spice based, the demand of processed spice is increasing day by day.
This market is growing 15% per year (Sohel Parvez, 2008). Though there have many giant
company provides spice but still there have some demand for small business who provide spice to
the customers. Because customers want authentic and organic products and they believe small
company maintain the authenticity of spices. ADI is one of them.

ADI is new business which provides different types of spices and pickles. They also have mustard
oil. Their mission is to provide 100% organic product to their customers. Mustard oil and Olive
pickles is their signature product which have more demand than they produce. They collect their
Raw materials from different district according to its availability. They collect red chili from
Bogra, Turmeric from Khagrachari and Hathajari at Chittagong, cumin seed from Magura, and
mustard seed from Jaypurhat. They have their factory and office in Mirpur. She has 15 employees
in total. They produce all of their product in their factory. They produce their product in schedule
base.

They provide online and offline service to their customers. Initially they sell their product through
Facebook page. In the beginning they distributer their product through their owned delivery man
only inside of Mirpur Dhaka city. After few months they distribute their product through dealers.
They have five dealers. Inside Dhaka they deliver of their own. Outside Dhaka, they provide their
products through dealers at Magura, Chittagong, Coxs Bazar, and Chuadanga. They use SA
paribahan to deliver the product.

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Business Model Canvas for ADI

Key partners Key Activities Value Proposition Customer relation Customer segment

• Farmers • Making spice • Maintain 100% • Follow personal • End customer

• Spice whole sellers powder, mustard oil authenticity and customer will be urban
• Bank pickles and sell it to provide organic spice relationship and semi urban
• Courier services customers powder
• Automated
• Use organic people who
relationship who
preservative hardly have
purchase
enough time or
through online.
energy to buy
• Commission for
and process
dealers
fresh spices and
Key Resources Channel looking for
organic spice
• Spice grinding • Delivery
machine through dealers powder and
• Use SA
• employees Paribahan for
mustard oil and
delivering pickles
outside of
• Housewives
Dhaka
• Owned delivery
man

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Cost Structure Revenue Steam

Raw material purchase, Storage, Machinery plant, rent, Bills, Generate transactional Revenue from local stores and wholesalers,
Labor wages, Salary, others expenses. also from end customers

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Financial situation
Though they earn limited profit but according to Meghla it is enough for them. When she started
her business with 60000 takas. She purchased raw Turmeric. Every month she makes almost
1,20,000 takas of sale. From the sale she can afford her office rent and other expenses.

To reduce cost sometimes she delivers her product by herself only in Dhaka city. She also has one
delivery man who deliver products to dealers and other customers in Dhaka city. He sometimes
helps in production unit.

In promotion they don’t do anything special or big. They only depend in Facebook promotion.
They manage a Facebook group to promote the product. Their customer increase day by day. They
post product review in Facebook page.

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Challenges of the business and success

As a local entrepreneur she faces some challenges to run her business. She thinks it is difficult for
an entrepreneur to be honest in business. She blames the corruption in business regulatory
institutions for it. For example, she said that she had to pay money as graft to take permission for
each product she makes. Moreover, she had to pay money to the local people to run the office.

As the business is new, she has only one machine to grain the raw materials. It is difficult to
complete production in one grinder machine. She grains pepper when she completes all other
products grinding process because it prevents the risk of mixing taste. She produces mustard oil in
separate day so that she can clean the machine and prepare it for next spice powder production’s
day.

In the beginning she also faces difficulties while delivery mustard oil outside of Dhaka city because
the currier services didn’t want to take liquid item. But she followed other way. She delivered
mustard oil outside of Dhaka city through bus drivers. But now she delivers the liquid items
through SA Paribahan.

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Future of ADI
According to owner, ADI increase its sales day by day. She is gaining customer loyalty because
she provides authentic where customers can easily rely on. She claims she doesn’t use any
chemical for preservative which makes her products more acceptable to customers.

She wants to expand her product all over the country. She expects she can sale her spices in 64
districts in Bangladesh. She wishes one day she will lead the spice market in Bangladesh. Near
future she will increase her production capacity. She will increase her mustard oil production
capacity so that it can catch her market demand.

Recently she has opened her website and preparing it for posting the product.

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Conclusion
It is difficult for a woman to express her as an entrepreneur. But Sumaiya Tabassum Meghla make
it possible. When she started the business there was no past experience of her. But with her
ambition mind set and hardworking she stand out the business. Initially she had to go by herself
fort market research. She learns the problem-solving attitude. Now she doesn’t see any obstacle
from a problematic point of view. She sees it from a learning point of view. According to her this
business is a school to her.

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References

Sohel Parvez. (2008, March 16). Processed spices market heats up. Retrieved from The Daily
Star: https://www.thedailystar.net/news-detail-
27928#:~:text=According%20to%20stakeholders%2C%20the%20yearly,spices%20are%
20consumed%20every%20year.

Appendix
ADI’s facebook page - https://www.facebook.com/adispicepowder4you

Picture shows Adi’s Facebook page

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Figure shows trade license of Sumaiya Tabassum Meghla

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Business card

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