Article Sam’s Cake Factory—A Delectable 13(2) 1–15 Asian Journal of Management Cases Journey of a Woman Entrepreneur Management Sciences © 2016 Lahore University of SAGE Publications sagepub.in/home.nav DOI: 10.1177/0972820116653340 http://ajc.sagepub.com Soha Zulfiqar1 Kanza Sohail2 M. Shahid Qureshi3 Abstract The case reflects on the life of a woman entrepreneur, Sumaira Waseem, who had set up an online cake business by the name of Sam’s Cake Factory. Sam’s Cake Factory was a start-up, which was only four years old but had become the preferred choice amongst the consumers looking for customized fondant cakes in Karachi. They offered bespoke creatively designed cakes, handcrafted to perfection using premium quality ingredients. The case describes the entrepreneurial journey embarked upon by Sumaira who, through her passion, resilience and creativity, turned a home-based small business into a full-fledged growing enterprise. The case further examines the vision Sumaira had of expanding her business and taking it to the next level. It was Sumaira’s dream to see herself established as the most famous cake designer in Pakistan. The case is extremely pertinent because of the dearth of literature available on female entrepreneurs in Pakistan. It aims to shed light on the mushroom growth of the women-led online business sphere in Pakistan. Keywords Entrepreneur, women entrepreneurship, entrepreneurial skills, entrepreneurial management, opportunity recognition, effectuation theory of entrepreneurship, strategic growth options, creativity, bootstrapping, entrepreneurial marketing On her way back home on a cloudy evening in December 2014, Sumaira Waseem, the Chief Executive Officer and owner of Sam’s Cake Factory, recalled the wonderful day that she had spent at the graduation ceremony of Womenx. Womenx—a World Bank funded initiative was a four-month entrepreneurship certificate course…