Ovens Online! Teaching Baking through the Internet in Vietnam

This case is about a food blogger in Vietnam who used the opportunities brought by the Covid-19 pandemic to expand her startup business in online baking classes. Grappling with diminishing revenues and high costs from offline baking classes, Linh Trang—the founder of Savoury Days, a famous food blog in Vietnam—conducted her first online baking class in 2018, two years before the onset of the Covid-19 pandemic. Her talent in finding creative ways to teach baking, her wealth of baking experience, and a deep understanding of the challenges that inexperienced bakers may face were key factors that helped her business grow rapidly, at least until now. However, Linh Trang is now faced with an increasing number of competitors (including some of her former students), more demanding students, and management issues with her current online baking classes. Even though her business is still performing well, Linh Trang thinks that it is time to make a major change to her business strategy so that her business will continue to thrive in the coming years. Students will be asked to suggest which strategic moves Linh Trang can make to continue growing her business in the future.