After their 9-to-5, this M’sian couple runs a side hustle selling cheesy potato bowls

For those who want to earn some extra income or perhaps tap into their personal interests, starting a side hustle is a no brainer. 

But what sort of business should you start? And how should you go about it?

For Shu Lee and Chee Wai, the answer began with potatoes. 

Two beaus 

Couple Wong Shu Lee and Lee Chee Wai first met in high school. But it was only years later, when reconnecting on social media over their shared love for movies, that they became a couple.

Today, Chee Wai works in marketing while Shu Lee specialises in content marketing within the HR industry.

Outside of their full-time careers, though, the couple runs a steamed cheese potato business by the name of Botato, started just last October. 

Shu Lee shared, “The inspiration came from my deep craving for the cheese potatoes I used to eat during my university days. Unlike the rich and heavy cheese sauce commonly found in night markets, the ones I loved had a perfectly balanced and delicious flavour.” 

Wanting to recreate that taste and share it with her boyfriend, she started experimenting in the kitchen. 

While she couldn’t replicate the original, she ended up creating something just as delicious. Recognising how good the dish was, the couple decided to run pop-ups in weekend bazaars to share Botato with others.

Potatoes are a common ingredient found in the street food scene, though, with options like fries, hash browns, or rosti. But the couple believes their steamed creation stands out, especially thanks to their house-made cheese sauce, designed to be rich yet not greasy. 

“This makes Botato a lighter but still satisfying comfort food that offers something different from typical fried street snacks,” Shu Lee expressed. 

This makes it a suitable dish for the pop-up events Botato participates in. 

Pop-ups only 

It was a strategic choice to focus on pop-ups, as the barrier to entry is relatively low. 

Botato’s initial startup capital was only around RM1,500, funded from the founders’ personal savings. 

They further kept costs low by utilising existing kitchen appliances from home, only investing in essentials such as SSM registration, vaccinations, a camping trolley, a signage garland, a soup warmer, and market rental fees, including electricity. 

Then, they reinvested any profits from their first two market events to upgrade the equipment, gradually improving their setup.

To get started, the duo spoke to friends who were already in the scene, who gave them access to application forms.

The requirements were straightforward—having clear brand information, registering with SSM (not always mandatory, but they did it for credibility), and setting up a Maybank for Business account.

“Another key aspect was ensuring that our product presentation was visually appealing,” they added. “We put a lot of effort into refining the food’s appearance to capture high-quality photos for our applications.” 

Thanks to their diligence, they were able to start selling at notable pop-up events easily. 

They also take great care to talk to other vendors and gather insights on which event organisers are reliable. They also consider location and make sure the space is comfortable, with enough room for both vendors and customers. 

The duo also avoids setting up near shopping malls, believing customers would rather dine in an air-conditioned mall rather than in the heat. 

Booth rental costs also play a significant role. They always estimate the potential gross sales to determine whether the rental fee is justifiable. 

Lessons from boothing

Although Shu Lee and Chee Wai come from desk-jobs, they had some experience running non-F&B booths at work events. 

“That being said, running a hot food booth—especially outdoors—is physically demanding and requires strong stamina,” Shu Lee expressed. 

On top of that, it’s challenging to estimate the right amount of ingredients. Over-preparing leads to wastage, but under-preparing results in selling out too quickly and disappointing customers.

“For new F&B booth operators, our biggest advice is to test and refine your preparation process in advance,” Shu Lee advised. This lets you better estimate portion sizes and preparation times. 

With these insights, Botato has been able to drum up decent sales. For half-day events, they usually sell around 70 bowls. A full-day event brings at least 100 bowls. 

Hustlers’ advice

For others who aspire to run a side hustle like the couple, they suggest really understanding the “why” behind your decisions. 

“Having a clear purpose will help sustain your motivation through challenges,” they said. 

She added, “Since a side hustle should never interfere with your main career, it’s crucial to set boundaries and manage your time effectively. If possible, be transparent with your employer and colleagues—especially if there’s any potential conflict of interest. If a side business clashes with your full-time job, it’s best to reconsider.”

Another tip is to fully commit to your idea. If you feel the need to keep it a secret from friends and family, it might not be the right venture. 

Lastly, having a unique selling point is essential. If you’re not truly skilled or knowledgeable in what you’re offering, it will be difficult to stand out. Thorough market research and validation can help improve your chances of success. 

Balancing work and work 

Although the couple both have full-time jobs, things have been manageable as Botato only operates on weekends. That said, they do spend free time on weekdays for administrative tasks and marketing efforts.

“It’s really about shifting priorities—what used to be casual shopping or café hopping has now turned into trips to the wet market for potatoes and visits to the wholesale market for food containers,” Shu Lee explained. 

Looking ahead, they would be open to running Botato full time, should they find a sustainable location. 

“There’s something incredibly fulfilling about building a business around food that we genuinely love,” they said.

But they know transitioning to a full-time operation requires careful planning. Factors like location stability, operational costs, and long-term market demand all play a crucial role. 

“For now, we’re focused on growing Botato steadily while ensuring it remains a sustainable and enjoyable venture,” they concluded. 

While a brick-and-mortar outlet isn’t in the pipeline yet, they do hope to set up kiosks in malls or commercial areas so more people can enjoy their potatoes. 

Featured Image Credit: Botato