Title:
Work-Life Balance in Transnational Entrepreneurship: A Case Study of Ms. Nur Syafawani’s Baking Business in Johor Bahru
Abstract
This paper examines the strategies employed by Ms. Nur Syafawani, a Singaporean mother of three and founder of Frenchella Patisserie, to achieve work-life balance while managing a transnational online bakery business. By relocating her operations to Johor Bahru (JB), Malaysia, Ms. Syafawani reduced operational costs, optimized business efficiency, and adopted a flexible work schedule that prioritized her mental health and family commitments. This case study explores the intersection of entrepreneurship, cross-border economic activities, and digital platforms in facilitating sustainable work-life balance for female entrepreneurs. The findings highlight the potential of strategic location choices and digital commerce in addressing the challenges of balancing entrepreneurial ambitions with caregiving responsibilities.
- Introduction
Work-life balance remains a critical challenge for entrepreneurs, particularly women juggling caregiving roles with business ventures (Chen, 2010). Ms. Nur Syafawani’s journey as a mother of three and bakery owner exemplifies a pragmatic solution to this dilemma. By relocating her operations to JB—a hub for cost-efficient operations in Southeast Asia—she mitigated the constraints of Singapore’s high operational costs and adopted a hybrid work model that split her time between JB and Singapore. This case study analyzes how transnational entrepreneurship, digital platforms, and strategic relocation contribute to sustainable work-life balance, offering insights for female entrepreneurs in similar contexts. - Literature Review
2.1 Work-Life Balance and Female Entrepreneurship
Research indicates that women entrepreneurs often face amplified pressures from societal expectations of caregiving and economic independence (Gartner, 1988). Studies emphasize the role of flexible work arrangements, such as remote work and micro-businesses, in reducing stress and enhancing productivity among female entrepreneurs (Allen et al., 2013). However, balancing these roles remains a persistent challenge, particularly in high-cost environments like Singapore.
2.2 Digital Entrepreneurship and Cross-Border Operations
The rise of digital marketplaces, such as TikTok Shop, has democratized access to global markets, enabling small businesses to scale without traditional brick-and-mortar dependencies (Cavusoglu & Schussler, 2007). Cross-border economic activities in ASEAN, driven by cost differentials and infrastructure integration, further offer entrepreneurs opportunities to optimize resources while maintaining proximity to consumer markets (APEC, 2023).
2.3 Cost Efficiency and Mental Health in Entrepreneurship
High operational costs in urban centers often force entrepreneurs to adopt innovative solutions to sustain businesses (Isenberg, 2010). Mental health, increasingly recognized as a cornerstone of entrepreneurial success, is often compromised by unsustainable workloads (Luthans et al., 2007). Strategies that reduce financial strain while enabling temporal flexibility are critical for long-term sustainability.
- Methodology
This case study employs a qualitative approach, analyzing primary data from the article on Ms. Syafawani’s business practices and contextual background. Secondary sources, including academic literature on digital entrepreneurship and cross-border economics, provide theoretical framing. The analysis focuses on three themes: operational relocation, digital growth strategies, and work-life balance. - Case Study: Frenchella Patisserie
4.1 Background
Ms. Syafawani’s entrepreneurial journey began with her TikTok account, BidadariKek, which gained traction by sharing bespoke bakery tutorials. By 2025, she launched Frenchella Patisserie, selling desserts via TikTok Shop. Her signature product, Frenchella tarts, uses premium ingredients like 84% fat French butter, targeting a niche market for luxury baked goods.
4.2 Relocation to Johor Bahru
Cost Efficiency: Renting a 55 sq m apartment in JB for S$645/month, compared to Singapore’s S$2,500/month average, reduced fixed costs.
Operational Advantages: Access to affordable ingredients and collaborative local bakeries in JB enhanced production scalability.
Challenges: Initial difficulties, including frequent commuting and a S$2,000/month hotel stay, led to burnout, prompting a shift to a hybrid work model.
4.3 Digital Growth and Community Engagement
TikTok as a Sales Channel: The platform enabled direct-to-consumer sales, averaging 500 tins of tarts weekly.
Niche Marketing: Customized desserts (e.g., lizard and sushi-shaped cakes) showcased her creative responsiveness to customer demands, building brand loyalty.
4.4 Work-Life Balance Strategy
Ms. Syafawani splits her time between JB (3 days/week) for baking and Singapore for family. This arrangement:
Reduced stress by 50% (self-reported)
Improved marital and family relationships
Enhanced productivity through focused work during her JB days
- Discussion
5.1 Implications for Work-Life Balance
Ms. Syafawani’s model aligns with findings that flexible work arrangements reduce burnout among female entrepreneurs (Allen et al., 2013). The JB relocation exemplifies “location arbitrage,” leveraging cost differentials to create sustainable work environments. Her success underscores the importance of integrating mental health considerations into business planning.
5.2 Digital Platforms and Entrepreneurial Resilience
By leveraging TikTok Shop, Ms. Syafawani bypassed traditional distribution channels, demonstrating the power of digitalization in overcoming market entry barriers (Cavusoglu & Schussler, 2007). This strategy is particularly relevant for young entrepreneurs in ASEAN, where internet penetration exceeds 70% (APEC, 2023).
5.3 Cross-Border Economic Integration
The case reflects broader trends in ASEAN’s single market, where cross-border commerce and labor mobility are growing. JB’s role as a production hub and Singapore’s consumer base illustrate the potential for symbiotic economic relationships in the region (Isenberg, 2010).
- Conclusion
Ms. Nur Syafawani’s journey highlights how transnational entrepreneurship can address the dual challenges of business scalability and work-life balance. By strategically relocating to JB and utilizing digital platforms, she created a sustainable model that prioritizes both mental health and growth. Future research could explore the replicability of this model across different sectors or regions, as well as the long-term impacts of cross-border operations on family-centric entrepreneurship.
References
Allen, T. D., et al. (2013). Work–family conflict and flexible work arrangements. Journal of Managerial Psychology.
APEC. (2023). Cross-Border Commerce in ASEAN.
Cavusoglu, H., & Schussler, R. B. (2007). E-commerce and entrepreneurship. Journal of Small Business Strategy.
Chen, C. C. (2010). Women entrepreneurs’ management styles. Small Enterprise Research.
Isenberg, D. J. (2010). How the right kind of capitalism can reduce inequality and create prosperity. Harvard Business Review.
Luthans, F., et al. (2007). Resilience, positive psychological capital, and the creation of safe environments. Journal of Organizational Behavior.
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