Expat Women: Business Ideas: Interviews With Entrepreneurs
Alice in Cakeland
Rebecca Treherne
Born and raised in rural America, Rebecca Treherne never envisioned she would create the Netherlands' first authentic American cupcakery.
Following the birth of her son in 2008, Rebecca longed to start a creative business from home. Missing American sweets, cakes and desserts, she discovered this was a virtually untapped market in the Netherlands. In October 2009, she started her business, Alice in Cakeland – selling American cupcakes and sweets. Word of her American-style cupcakes soon began to spread across the country, and her oven was on nearly eight hours a day, seven days a week, less than seven months after launching!
In September 2010, demand for the treats became so popular that Rebecca and her husband decided to open an Alice in Cakeland retail shop. Now, Rebecca and her team not only bake hundreds of cupcakes daily at their shop in Rotterdam, but Rebecca also provides cupcake-decorating workshops and has expansion plans as well.
Expat Women's Interview with Rebecca
Expat Women:
Rebecca, you wanted to start a business from your expat home, after your son was born. What specifically inspired you to pursue entrepreneurship?
Rebecca:
I have always had an entrepreneurial drive. When I was 10 years old I was the first kid in my school to buy gum and candy in bulk and then sell it at retail prices to my classmates. Also, my grandmother started her own business after World War II and she had a huge impact on how I envisioned myself as an adult.
Expat Women:
Your cupcakes look mouth-watering. Did you have any professional baking experience prior to starting your business?
Rebecca: Throughout my university years I worked in restaurants, cafes, and so on. However, no, I have never had professional baking experience before starting Alice in Cakeland. This sort of industry can be self-taught, I think – it is not rocket science.
However, my confidence came from the growing, repeat customer base I was developing! Everyone loved them so much I knew I was doing something right and I capitalized on the moment.
Expat Women: Who are your main customers and was your concept a difficult one to sell in the Netherlands?
Rebecca: The majority of my customers are expats or those who have lived in countries influenced by American culture. Many of my customers have traveled to the USA, eaten fresh fluffy cupcakes, and returned home to the Netherlands looking for the same.
Cupcakes are a growing global phenomenon, so it was a slightly familiar concept here in the Netherlands. However, prior to us opening a shop, cupcakes were sold and marketed in a different way. Cupcakes made the Dutch way are generally kept frozen/cold to maintain a longer shelf life – unlike the American-style, which are baked and eaten fresh and typically kept at room temperature. When I first opened my shop, so many Dutch people were amazed with how soft the icing and cake was, as they were accustomed to eating cold, hard, dry cupcakes.
Expat Women: Was it easy to find employees who share and execute your vision, and do you ever experience any cultural/language obstacles?
Rebecca: This has been my biggest obstacle. It is very difficult to find the right personality, as they must be someone who has a passion for my cupcakes. As a customer, I notice right away whether the employees love what they do or not. For me, this is a key factor when hiring someone. I only hire people who have been my customers previously and love my cupcakes!
We hire native Dutch speakers who speak English fluently as well. There have not been many cultural/language barriers as I have adapted to Dutch culture and have adjusted the way I speak so that I am more easily understood for non-native English speakers. Also, our employees are young, hip trendsetters who are open-minded, so they understand working for an American may be different than working for a traditional Dutch employer.
Expat Women: What five tips would you offer to women considering starting a business abroad?
Rebecca:
1.
Here in the Netherlands, the Dutch have a specific way of doing business. It is standard for retail stores/bakeries to be open at least 5-6 days a week as well as to be open certain hours of the day. When we first opened our shop we were only open three days a week and now four days a week. We open at 11am and we close when we sell out of cupcakes, which can be anytime!
I have chosen to run my business based on demand and I adjust our shop hours as demand fluctuates rather than run my business on standards set by businesses completely different than my own. Do not be afraid to be different.
2.
Define your target market clearly and build your brand image with your target customer in mind. Stay consistent, no matter what.
3.
Invest in your product and believe in it. I eat my cupcakes everyday; they are the best things I have ever had outside the USA. If I do not love them, how can I expect other people to love them?
4.
Customer service is key, no matter what country you live in or what culture you are working with.
5.
You only get out of your business what you put in it. I work no less than 60 hours a week and if I did not have to eat or sleep I would probably work 100 hours a week!
Expat Women: What do you appreciate most about living in the Netherlands?
Rebecca:
The most special aspect of this country is definitely the work-life balance. It is standard for companies and businesses to be flexible with the number of hours parents work every week. I think it is great that personal life and time with your children are recognized and seen as a priority by employers.
Another fantastic aspect of the Netherlands is its location within Europe! I can be in Paris in two and a half hours by train and London is only an hour flight away!
Expat Women:
Rebecca, congratulations for pursuing your vision of creating a business that shares your passion for delicious treats with others. We wish Alice in Cakeland all the very best!
