Entrepreneurship from Within the Family Business.docx

Graded Assignment

1. Entrepreneurship from Within the Family Business

1. Description of the Effort and Family Business Information

Family Business Name: El Zahra Foods
Line of Business: Casual dining and food manufacturing (traditional Egyptian
sweets and snacks)
Size: Medium-sized enterprise with 45 employees

Description of the Effort:
El Zahra Foods is a second-generation family business known for its traditional
desserts and confectionery. Recently, the younger generation proposed an
entrepreneurial effort to develop a new product line of healthy, low-sugar dessert
snacks under the sub-brand El Zahra Balance.

This new line includes date-based bites, sugar-free konafa rolls, and whole-grain
basbousa bars, targeting health-conscious consumers and export markets in the
Middle East. The idea emerged after observing growing customer interest in
healthier options, especially among younger consumers and expats.

2. Types of Innovation Involved

The initiative combines several types of innovation:

Product Innovation: Development of new healthy dessert products using natural
sweeteners and whole-grain ingredients.

2. Process Innovation: Implementation of new packaging technologies for extended
shelf life and quality preservation.

Marketing Innovation: Rebranding and promotion on digital platforms, influencer
collaborations, and launching an online ordering system.



3. Market Validation Process

The market validation process followed these steps:

Customer Feedback: Surveys and focus groups were conducted with 150
customers to test product prototypes.

Sampling and Tasting: Free samples were distributed in cafés and gyms to collect
direct feedback on flavor and texture.

Pilot Sales: The company launched limited online sales through Instagram and a
few local stores to assess demand.

Data Analysis: Sales performance and customer reviews were analyzed to refine
recipes, packaging, and pricing.

3. The results showed that 72% of respondents were willing to purchase again,
confirming strong product-market fit.

4. Business Model (CANVAS)

Project: El Zahra Balance – Healthy Traditional Desserts
Developed by: El Zahra Foods Family Business

1- Key Partners:

• Local suppliers of natural ingredients (honey, dates, whole grains)
• Nutrition consultants and food technologists
• Local gyms, cafés, and health stores
• Online delivery platforms

2-Key Activities

• Product development (recipe reformulation for low sugar, high fiber)
• Production and packaging
• Marketing and promotion (social media, influencer partnerships)
• Quality control and customer feedback collection

3-Value Proposition
• Healthy, guilt-free traditional Egyptian desserts

4. • Authentic taste with improved nutritional value
• Affordable and accessible healthy alternatives
• Fusion of tradition and wellness under a trusted family brand

4- Customer Relationships

• Personalized service and social media engagement
• Loyalty programs for repeat customers
• Seasonal offers and tasting events

5- Customer Segments
• Health-conscious adults (ages 20–45)
• Gym-goers and fitness communities
• Parents seeking healthier family options

6- Channels
• El Zahra retail stores
• Online delivery apps (Talabat, Elmenus, etc.)
• Partner cafés and health food shops

7- Key Resources

• Family-owned kitchen and production facilities

5. • Skilled staff and family management expertise
• Established El Zahra brand reputation
• Social media and marketing tools

8-Revenue Streams
• Direct sales (in-store and online)
• Café and retail partnerships
• Bulk orders and corporate gift boxes

9-Cost Structure
• Ingredient sourcing and packaging
• Marketing and promotion
• Labor and logistics
• Research and product development

5-Business Pitch
Hello everyone, my name is Othman, and I’m excited to share with you an
entrepreneurial project developed within my family business, El Zahra Foods, a
local dessert company that has been serving traditional Egyptian sweets for over
20 years.
While our products are loved for their authentic taste, we noticed a growing
challenge in today’s market: most desserts are high in sugar and calories, and
more consumers especially young adults and health-conscious families are
looking for healthier alternatives without losing that traditional flavor they grew
up with.

6. The problem is clear: the market is saturated with high-sugar snacks, and most
“healthy” desserts are imported, expensive, and don’t reflect local preferences.
This creates a gap between customer desire for healthier options and the
availability of affordable, culturally familiar sweets.
Our solution is El Zahra Balance, a new product line of low-sugar, high-fiber
traditional desserts, made with natural sweeteners, locally sourced ingredients,
and no artificial additives.
We’re reinventing favorites like basbousa and konafa, maintaining the same
homemade taste but with a lighter, healthier twist.
This initiative combines product innovation (health-optimized recipes), process
innovation (new portion control and packaging), and marketing innovation
(targeting gyms, cafés, and online delivery platforms).
Our target market includes health-conscious adults, fitness enthusiasts, and
parents who want to enjoy traditional desserts guilt-free.
To validate the idea, we ran taste-testing events in local gyms and cafés, surveyed
200 participants, and achieved 72 percent repurchase intent, a strong signal of
product-market fit.
Our Business Model Canvas centers on value creation through tradition and
health. We sell directly through our shops, online platforms, and partner cafés.
Key resources include our family-owned kitchen, supplier network, and brand
reputation.
Revenue comes from retail, bulk orders, and seasonal gift boxes.
In short, El Zahra Balance represents how a family business can innovate from
within preserving tradition while embracing a healthier future. Thank you for
listening, and I look forward to sharing a taste of El Zahra Balance with you soon!
6-Resources and Support from the Family Business
The family provided crucial support in the following areas:
Governance: The founders approved the pilot as part of their 2025 innovation
strategy.

7. Values: The project aligns with family values of authenticity, quality, and
community health.
Resources: Use of the company’s existing kitchen, logistics, and marketing staff to
reduce startup costs.
Expectations: The family expects the new line to attract younger customers,
increase exports, and reinforce the brand’s long-term sustainability.
Contents
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Notes / Evidence
1. Includes description of
entrepreneurial effort and the
types of innovation involved
(product, process, marketing).
✅
Meets
requir
emen
t
The project is clearly described: a new
healthy dessert product line (El Zahra
Balance). Types of innovation—product,
process, and marketing—are all
specified with examples.
2. Clearly identifies the market
validation process.
✅
Meets
requir
emen
t
Validation steps are explained: surveys,
sampling, pilot sales, and data analysis
with measurable results (72%
repurchase intent).
3. Includes the business model
(CANVAS) used in the effort.
✅
Meets
requir
emen
t
The Business Model Canvas is fully
developed, with all nine building blocks
clearly defined.
4. Includes business pitch and
YouTube link to a video of up to
3 minutes in length.

⚠️
Partia
lly
meets
A placeholder link is included; the actual
YouTube video must still be recorded
and uploaded to meet the full
requirement.
5. Includes description of
support and resources offered
by the family business, whether
✅
Meets
requir
Describes governance approval, use of
facilities, alignment with family values,
and future expectations.

8. governance, values, resources,
or expectations.
emen
t