Read the above case study and then answer the questions.

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1) Analyse, define and explain which strategy or strategies the organization following?

2) In your opinion, which strategy best suits them at this time?

3) Explain your decision.

[500 words] / pdf format

Case Study: Shaky McShakeface

Mobile catering business launches in Merthyr Tydfil thanks to support from Business Wales.

Launched by Lee Pullin in 2020, Shaky McShakeface is a mobile food and drink business, specialising in a range of milkshakes and waffles. Lee got in touch with the Welsh Government’s Business Wales service for advice with getting his idea off the ground. Having attended a start-up webinar and subsequently receiving one-to-one advisory support, Lee was able to start the business successfully in 2020.

  • Successfully launched
  • £17,000 secured through the Start-up Loans Company
  • £2,500 Kick-start grant from Merthyr Tydfil County Borough Council
  • 1 job created

Introduction to business

Merthyr Tydfil entrepreneur Lee Pullin started his mobile food and drink business Shaky McShakeface in 2020. The mobile caterer offers waffles and milkshakes to events, festivals and private parties.

Why did you decide to set up your own business?

Both my wife and I have always loved food, especially desserts, but a restaurant has always been out of our reach financially. We finally decided to start the business after having milkshakes at a food festival in 2019.

It wasn’t the best quality and it took forever for them to prepare what was essentially a milkshake mix with our two flavours (Oreo and Kinder Bueno) added, and this made us think “we could do better”. Being my own boss has always been an appeal and when we coupled these two things, it just made sense. I definitely wouldn’t have been able to take the plunge had it not been for my wife’s support and hard work.

What challenges did you face?

We have faced many challenges along the way, from dramatically underestimating how much it would cost to start our milkshake van to learning all about administrative responsibilities. However, by far the biggest challenge has definitely been my self-confidence and belief in the quality of the product we have on offer. But hearing the incredible feedback that we have received makes all the stress and unpaid hours worth it.

Business Wales support

Start-up Loans adviser Steve Hammond and Business Wales adviser Eve Goldsbury have been working with Lee over the past year to develop his idea and help him throughout the start-up process. Eve advised on his business plan and cash flow forecasts, while Steve supported Lee throughout the funding application process, helping him secure a start-up loan of £10,000. Additionally, Eve supported Lee to secure further funding through the Local Authority, resulting in a total investment of £19,500.

This funding, as well as further support with marketing and branding, enabled Lee to convert a van and launch his mobile business Shaky McShakeface in the summer of 2020.


  • Successfully launched
  • £17,000 secured through the Start-up Loans Company
  • £2,500 Kick-start grant from Merthyr Tydfil County Borough Council
  • 1 job created
  • Business Wales have been absolutely invaluable to me during the process. Eve Goldsbury is a saint! She has given me mountains of knowledge and so much of her time. She has chased things up for me and replied to dozens of emails full of silly questions. I would not be here without her.

Future plans and ambitions

  • Our immediate plans are to survive through the Covid-19 crisis, which has hit us pretty hard. Providing we get to the other side relatively unscathed, our plan is to build the brand, possibly convert a second van to be able to attend more events. One day our hope is to open a restaurant.

From their Facebook page:

“By popular demand, Milkshakes are back!!!

We have a small selection of milkshakes, including a couple of Vegan options.

Also Hot Chocolate spoons just £1.50!!

Perfect little stocking fillers or have one in the evening to warm yourself through after a cold days shopping!

Pop by and see us at the top of St johns Street when you’re in Cardiff, for a milkshake, Hot Chocolate, Wafflepop or takeaway a Hot Chocolate spoon ”

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