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0 EXECUTIVE SUMMARY
This case study is performed with the purpose to achieve a better understanding of how
entrepreneurship works. Equally important, this case study also highlights the remarkable
proficiencies of an entrepreneur.
As an illustration of the case study, an interview was performed with the founder of
SNTHR Enterprise or also known as Ice Shack, Madam Nagiah Alidrus along with her
daughter, Siti Shakirah which enhances readers an insight into these entrepreneurs’
personal entrepreneurial proficiencies as they go on the arena of entrepreneurship with their
business, Ice Shack, a cold-based dessert café located in Bukit Jelutong, Shah Alam.
Ice Shack is a cold-based dessert café powered by SNTHR Enterprise, which is also a
sole proprietorship business that mainly focuses on a variety of flavours of shaved ice, soft-
served ice cream, frappes, milkshakes, and waffles. Ice Shack’s vision is to be well known
as an affordable cold-based dessert café that serves mouth-watering premium taste
desserts that can be enjoyed by everyone.
Ice Shack started as a small business and faced many challenges in growing its
business. Ice Shack is financed by the founder of SNTHR Enterprise herself, Madam Nagiah
Alidrus with capital amounting to RM70,000 to operate a café in the Radia building in Bukit
Jelutong. The first capital was spent on deposit rental, interior renovations, shaved ice
machines with other equipment, and small aesthetic decorations to keep the café attractive
to youngsters.
Ice Shack put a lot of effort to maintain their quality of foods and beverages and
keeping their customers as returning customers. Ice Shack is specializing in making
refreshing flavours of Taiwanese-style shaved ice desserts with consist of fruity flavours
such as strawberry, lemon, and lychee as your thirst quencher. Not a fan of fruity flavours?
They got you! Ice Shack also serves premium flavours of shave ice such as coffee, Belgian
chocolate, matcha green tea, and the newest one, Milo at an affordable price! These shaved
ice also comes with 3 custom toppings of your choice out of 20 types of toppings. The price
of the shave ice is starting from RM10.90 each.
Next, Ice Shack also sustains a competitive advantage by diversifying the menu in their
café which includes other scrumptious desserts such as brownies with ice cream, waffles,
soft served ice cream with varieties of flavour and also savoury snacks like Crispy Nachos
with cheese. Their awesome menus managed to capture youngsters’ hearts around Shah
Alam which never stop dropping by Ice Shack for a quick snack.