A childhood love for a particular treat can lead to the creation of a successful business.
For Siti Nurnaqibah Dandan Setia, she had an unwavering fondness for Popia Nestum Horlick, a popular Malaysian snack.
Her first encounter with this delightful treat was at her grandparents’ house during Hari Raya Aidilfitri, and it left a lasting impression.
While her daily occupation finds her as a sales executive at Lemari Azie Boutique, Naqibah’s heart and passion have steered her towards a different path with her business “Lady Love.”
Hailing from Sarikei, 33-year-old Naqibah shares her journey in entrepreneurship with New Sarawak Tribune.
She said the idea to turn her love for Popia Nestum Horlick into a business venture began a few years ago, during her annual preparations for Hari Raya Aidilfitri.
“One day, I thought, ‘I’m going to sell this delicious snack to other people.’ Then, I turned that idea into reality, starting with Ramadan last year.
“The response and support that I got from the people around me were quite encouraging,” she said.
Naqibah has introduced an array of flavours that cater to different tastes.
The first product to grace the Lady Love line-up is the Popia Nestum Horlick Melobo.
“My Popia Nestum Horlick Melobo is fully coated with the mixture of Horlick powder, Nestum, and other ingredients.
“The meaning of ‘Melobo’ itself shows how it looks – extra from others.
“And of course, it tastes so good because I really care about the quality of its taste and its crunchiness.”
Her creative spirit recently gave birth to the Popia Seaweed Peluru Dahfa. It consists of seaweed as well as Dahfa, a dried fish fillet.
The name ‘peluru’ or bullet hints at the rapid consumption of this snack, she noted, as it is indeed impossible to resist its delectable taste.
“I’m imagining people will eat it as fast as a bullet because it tastes so good,” she quipped.
She took it a step further by rolling Dahfa sheet together with seaweed, infusing the snack with an extra layer of flavour that sets it apart from other Popia Seaweed options available.
Sourcing the finest ingredients and ensuring the quality and freshness of every snack is a top priority for Naqibah and her Lady Love snack business.
While the ingredients are currently obtained from the local supermarket, meticulous care and attention go into maintaining the integrity of each snack.
Take, for instance, the signature Popia Nestum Horlick Melobo.
“I’ll make sure that the measurement of the mixture of Horlick powder, Nestum, and other ingredients is right.
“So that it won’t change the taste. The most important one is the crunchiness of those products.”
When it comes to the new sensation on the block, the Popia Seaweed Peluru Dahfa, she meticulously fries these snacks at the ideal temperature until they attain a golden brown hue.
She shared that this precise frying process is the secret to the satisfying crunch that makes Peluru Dahfa a must-try snack.
To maintain the quality and freshness of her products, Naqibah adopts a simple yet effective approach.
She stores her snacks in airtight containers, sealing in the delightful crunchiness that customers have come to expect.
Before a new snack idea is unveiled to the world, Naqibah goes through a rigorous testing process.
“It all starts with precise measurements of the ingredients. The goal is to maintain the unique taste and unparalleled crunchiness that define Lady Love snacks.”
To ensure her products receive the attention they deserve, she takes to social media platforms like Facebook with fervour.
She doesn’t just post her offerings once a day; she goes the extra mile by sharing her products at least five times daily.
She said these frequent updates keep her audience engaged and informed.
“I chose Facebook as my primary platform to launch the product because my target market is on Facebook.
“I post my product on social media at least five times a day. I also share it in a few Facebook groups and update my WhatsApp story, showcasing myself with the products.
“Additionally, I share the feedback shared by my customers to build trust with potential prospects,” she added.
Her marketing efforts do not stop there. She takes a unique approach by sharing pictures of her customers with their purchased products and tagging them on Facebook.
This not only shows appreciation for her customers but also creates a sense of community around her brand.
She acknowledged the importance of catering to a diverse range of customers, each with unique dietary preferences and restrictions.
Although she considers herself a newcomer to the snack business, Naqibah is determined to create a space where everyone can find a delightful treat.
To achieve this, Naqibah adopts a dynamic approach. She actively engages with her customers, seeking their feedback and insights.
“Engaging with customers helps me understand their requirements better and tailor the snack offerings accordingly.
“In fact, ensuring a diverse range of snacks for customers with dietary restrictions or preferences requires ongoing effort, research, and engagement with my customer base,” she said.
Balancing her role as a business owner with her day job is no small feat, and the constraints on her time presented her with a unique set of obstacles.
Juggling her career with snack production means her creative culinary endeavours kick off in the evenings after her workday ends.
This time limitation initially restricted her to producing fewer than 20 packs of her beloved snacks daily.
As a result, her customers sometimes encountered the disappointment of encountering “out-of-stock” messages.
“To overcome this problem, I’m going to open pre-orders so that my customers won’t feel frustrated when my snacks are out of stock.
“It helps me to handle my time efficiently, and I won’t feel too stressed to achieve my daily sales.”
As she looks ahead, Naqibah has ambitious plans to broaden her snack offerings and bring even more delicious treats to the table.
Her vision includes diversifying her snack collection to accommodate specific occasions.
“Whether you’re planning a cosy movie night, in need of a quick office break snack, or seeking something convenient for your travels, Lady Love snacks will have you covered.”
In addition to occasion-specific snacks, Naqibah has her sights set on creating options tailored to various lifestyles.
For fitness enthusiasts looking for healthy yet tasty snacks or for kids with discerning taste buds, she asserted that Lady Love aims to be the go-to choice.
“Maybe I can come up with fitness-focused snacks and kids’ snacks. Who knows.
“A good plan is like a road map. It shows the final destination and, usually, the best way to get there.”
For those who are eager to take their first steps into the world of entrepreneurship, Naqibah has some invaluable advice to offer.
“The very first piece of advice is to define your niche.
“It’s essential to have a clear understanding of your target market and the specific niche your snack business aims to serve.
“Research the market diligently, and identify gaps or unmet needs that allow you to offer unique and differentiated snack options.”
For instance, her journey began with her childhood love for Popia Nestum Horlick Melobo, and she leveraged this nostalgic connection to create a snack that resonated with her target market.
Equally important, she said, is the willingness to adapt and evolve.
Naqibah emphasised the value of seeking feedback from customers.
“Listen to what your customers have to say, and use their feedback as a tool to enhance your products, refine your customer service, and improve the overall customer experience.
“Customer insights are invaluable for fine-tuning your offerings and ensuring you meet their expectations.”
