Expat Entrepreneur: Rebecca Treherne
American founder of Alice in Cakeland Rebecca Treherne finds the Dutch open to new business concepts but educating them on how an authentic American cupcake should taste is a frustrating task!
Name: Rebecca Treherne
Nationality: American City of residence: Rotterdam
Name of company: Alice in CAKEland aka Alice in CUPCAKEland
Date of company launch: October 2009
Can you give us a brief description of your business and how it is going?
We bake fresh authentic American cupcakes from scratch! Luckily our business is doing very well and growing.
What do you like about doing business in the Netherlands?
The Dutch are open to and welcome new business concepts, especially those that are globally recognised and successful.
What do you find most frustrating about doing business in the Netherlands?
The most frustrating thing is educating the Dutch on how a real authentic American cupcake should taste! Generally speaking the Dutch think if it is packaged well and it looks the same then it is the same. But there is so much more to creating a high quality cupcake; not only in the appearance but also the taste, texture and aroma!
What hurdles did you encounter when setting up?
The language barrier...there are some things that do not translate literally, correctly and clearly.
How has the economic crisis affected your business?
Possibly it has been a positive impact as we were able to secure a nice location for our shop and possibly during a booming economy this location would have been occupied.
What advice would you give to other entrepreneurs setting up business in the Netherlands?
Set up a Twitter account!...it is more powerful than it appears if used regularly with personal interaction with your followers.
How does running a business in in the Netherlands compare to running a business in other countries that you have lived in?
I would imagine that it is easier here. Americans are super particular and over-saturated with various options within a product category so I think it is more competitive in the USA.
Would you like to add anything?
If you miss those fluffy fresh cupcakes like those back in the good ol' USA then come visit our shop! Or order online via www.aliceincakeland.com. We deliver cupcakes all over the Netherlands!
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Photo © Aliceincakeland
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