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Growing an Entrepreneurial Business

There are many people suffering from the inability to eat products with gluten. One of them, Susan Feller, has started her own business by producing gluten-free desserts. The ways of her business expansion will be discussed in the essay.

First of all, it is necessary to mention that celiac disease (Brit.: Coeliac disease) is a disorder that results from an immune reaction to gluten. It often begins when a child is an infant however, people of different ages can be affected. The problem is in that they cannot eat barley, rye, wheat, and oats. The imperfect absorption of food material by the small intestine, such as minerals and nutrients, is a negative side of this disorder (Nordqvist, 2012). It is necessary to add that nearly 7% of the U.S. population suffer from gluten intolerance. Thus, Susan’s desire to create a business that will cover all regions of the United States is understantable. She has recognized that the products of her company can improve the quality of people’s life (Hess, 2009).

At the same time, her family has become her source of support and help. Being a good mother of three adult sons, she obviously thought about the business for her children to take over. One of her sons, Mike, graduated from the Darden School of Business and could help her to run business and to expand it. Since she had been working as a high-school guidance counselor before operating business, her experience helped her to understand the special needs of people. Moreover, she had good communication skills needed for her company (Hess, 2009).

One of the ways to gain her aim was to find business partners. In other words, her “end game” was a creation of a joint venture – a big gluten-free baking plant.

It is necessary to underline that Susan had already found some business partners, the Whole Food chain of supermarkets, company that owned and operated many natural foods supermarkets. They sold healthy unprocessed and unrefined products free from growth hormones and antibiotic. Undoubtedly, this chain of supermarkets had the possibility to sell not only frozen, but also unfrozen gluten-free food (The Whole Foods Market, n.d.). Susan Feller began to sell her delicious products in nine of their 26 supermarkets in the Mid-Atlantic region. It could be a good way to expand her business.

Moreover, her product line was diverse, and a wide range of customers was able to buy them. Nevertheless, her wonderful cakes for birthdays, weddings and special occasions, and other products could be offered to all customers.

In addition, Susan Feller has built her business in two-and-a-half years. Being very energetic and responsible, she had great chances to expand her business throughout the country. Given these points, the best way to do this was through big national grocery chains. Correspondingly, the reasonable direction for 3 Fellers would be outsourcing. In order to finance production expansion, she needed to collaborate with somebody else. The joint venture was the best solution to this intention. Moreover, she could patent her flour recipe.

It is important to mention that Susan Feller was also a creative and kind-hearted person. Thus, she could combine the pleasure to create new recipes and delicious desserts with the company’s development.

To manage her business efficiently, Susan had to consider all possible variants for her company’s expansion. Undoubtedly, additional retail locations would make her desserts known among new customers. It could be an advertisement for her gluten-free pastry creations. However, the wholesale can be profitable if taking into consideration the remote areas.

In conclusion, Susan Feller has great chances to make her business prosperous. She should combine different sources and ways of development with her desire to grow as an entrepreneur and a skillful person. To operate business effectively, it is better to join efforts of her new business partners, family and her own ones.


Hess, E.D. (2009). 3 Fellers bakery: Case Study UVA-ENT-0137. Charlottesville, USA: University of Virginia Darden School Foundation.

Nordqvist, C. (2012, April 26). What is gluten intolerance? What is celiac disease? Medical News Today. Retrieved from

WholeFoodsMarket (n.d.). Whole Foods Market. Retrieved August 21, 2015 from