Lighting Up the Bulb’s Station: From Ideation and Early Trial to Flickering Lights in Hazy Skies

This case study follows the entrepreneurial journey initiated by a group of undergraduate students in the United Arab Emirates (UAE) and examines the decisions made and lessons learned along the way. Uncovering the intricacies of the process of business ideation, the case analyses the predisposing conditions that led to the establishment of the Bulb’s Station—a vending booth offering exclusively homemade food. A particular emphasis is placed on analysing the two major experiences that the partners had running the booth, namely, at the 2016 AUS Global Day and the 2016 UAE National Day Celebration at the American University of Sharjah (AUS). By providing detailed information regarding the type, variety, quantity and pricing of dishes on the menu, the reader is brought to estimate the extent to which the booth’s operation was successful at each of the two events. Based on prior challenges and shortcomings in adopted strategies, the partners are now confronted with the critical question of whether to turn the Bulb’s Station into a start-up company in the food industry in the UAE