Page 326 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

aesthetics. The visually appealing presentation with layered textures and colorful ingredients

made them Instagram-worthy. Layers of cake, frosting, fillings, and toppings allowed for
endless flavor combinations and personalization. These single-serving delights offered

endless flavor combinations, portability, and gifting convenience. She launched pre-designed
jar hampers and customizable jar sets, granting customers control and flexibility. This

strategic adaptation not only resonated with customers but also contributed to Ms. Rachana's
brand image as an innovative entrepreneur.

Pinata Cakes: Tapping into the growing demand for interactive dessert experiences, Ms.

Rachana incorporated the playful pinata cake trend. These vibrant, surprise-filled cakes, ideal
for birthdays and celebrations, witnessed a positive sales uptick, demonstrating her

responsiveness to evolving customer preferences.

Beyond these examples, Ms. Rachana has continuously adapted her offerings, including pull-
up cakes and alcohol-infused options, solidifying her position as a market leader attuned to

evolving consumer desires.

Enterprise Resource Planning: Scaling with Free Resources
ERP is a powerful tool that empowers businesses to scale efficiently and effectively by

streamlining operations, improving visibility, and driving better decision-making. Ms.
Rachana, a driven woman entrepreneur, defied the stereotype of needing expensive resources

to succeed. Utilizing her resourcefulness and leveraging free tools like WhatsApp Business,

she built a thriving business, showcasing the power of technology and innovation in women's
entrepreneurship. She relied on readily available tools like WhatsApp Business to manage her

operations. Unlike costly ERP systems, WhatsApp offers a user-friendly and budget-friendly

solution for customer communication and sales management.
WhatsApp for Streamlined Sales: Ms. Rachana masterfully transformed WhatsApp into a

potent sales engine. She meticulously created groups for different stages of the sales funnel,
including potential clients, follow-ups, pending payments, closed orders, and more. This

organization ensured streamlined communication and efficient order tracking.
From Instagram to Conversion: She seamlessly converted interest from social media to

sales through WhatsApp. Customers engaging through Instagram DMs were directed to her

WhatsApp profile, where they were greeted by a well-organized product catalog with
enticing visuals. This smooth transition fostered trust and facilitated informed purchasing

decisions.
From Chat to Close: WhatsApp became Ms. Rachana's virtual workspace, allowing her to

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