Ayşe is a woman, a mother of four and a devoted housewife. She leaves school after primary education and gets married before her 20s.

When she is in her mid-40s, the family starts struggling to get by on a single income (the husband's salary) due to the increased education and living expenses of their children. Ayşe decides to do something about that. Many women around her generate ‘quite good’ income through lacemaking and handcrafting but she is not good at any of these. Furthermore it requires some certain skills, creativity and previous experience to design and produce a handicraft with a commercial value. She is a skilful cook who loves cooking especially the laborious traditional dishes such as stuffed wine leaves. Since her signature dish is stuffed wine leaves, she decides to cook and sell it. The husband does not hinder her entrepreneurial efforts on the conditions that she cannot create an extra burden on the family budget and she can work from home only. She talks to her friends and requests them to disseminate this information among their social networks, and she gets the very first customer soon. The demand for her dish in the area increases gradually and incrementally, and she asks the neighbours and relatives living nearby for a help. They start coming together in her kitchen on certain days of the week to meet the demand. Her neighbours help her upon their convenience (they are paid for their help accordingly) but the consistently increasing demand requires less flexibility and more a better committed team. At this point, she decides to formalize her informal entrepreneurial efforts to grow her informal business with fully committed people working around formal structures. As she is seeking for help to improve her entrepreneurial capabilities, to develop a better understanding of the bureaucratical processes of venture creation and of how to structure a supply chain and marketing channels and so on, this project becomes a remedy for her.