Case Study - Hannah’s Ice Cream

Robert Maloni had dreamed of running his own business. He had taken business courses in high school and continued his studies in the Commerce program at the University of Ottawa. When he graduated, he became employed with the Waterloo Ice Cream Company and worked there for ten years. Working first as a sales representative, he then became a regional marketing director for southern Ontario. After ten years of travelling for his job, Robert wanted to settle down. With three small children of his own, he decided to go back to Elgin Beach where he had grown up so that he could live close to his parents and family. In Elgin Beach, Robert found a small business for sale that he thought would be perfect for him.

Located on Elgin Beach’s main street and close to one of Lake Huron’s finest beaches, Hannah’s Ice Cream sells ice cream cones, sundaes, milkshakes and other ice cream products. The business had grown into a thriving enterprise over the years, and it was now an icon in the town. Well liked by the community, customers, and her staff, Hannah’s business had always been successful, but after 40 years it was time for her to retire.

One of the reasons for Hannah’s success was her treatment of her employees. She paid her workers more than minimum wage, provided incentives, held employee improvement meetings, and listened to the staff’s ideas. This was very important because most of Hannah’s staff were teenagers. Her customers were teenagers too, as well as families with small children; who Hannah knew would not be intimidated by teenage staff. Because they were enthusiastic, motivated, and friendly; the teenagers provided great customer service and all customers responded well to them.

Hannah’s business was a great success! In her last year, she earned profits of over $150,000.

Current Operations…

Robert was glad to leave