Local Enterprise casually before continuing. “That is when I decided to change my strategy. If my customers couldn’t get to me, then I would prepare orders and deliver to them!” She focused her efforts on establishing distribution deals with local supermarkets and souks, which meant she would now have to work on her product packaging, labelling, delivery, and other requirements that came with this change in strategy. “I got some cars, hired some drivers and got to work. We would prepare and package all our cakes and sweets at the shop and have them delivered to our distribution/retail partners as well as directly to our customers. I was successful in negotiating deals with a number Dubai and Sharjah Co-operatives and local souks.” Next, Umm Mansoor tells us more about some of her learning experiences in establishing a professional business that is in it for the long run. “If you want to compete in the UAE market, you have to put in all your effort. Yes, I make great cakes! But that is not enough to successfully compete here. I had to learn how to package our products, include labels with detailed ingredients and expiry dates, and learn how to negotiate distribution agreements. I also had to make sure I understood what customers wanted, what the latest trends and favorite flavors were, and then learn how to make and perfect these products. This was all new to me but I was determined to succeed.” She adds proudly, “I have introduced the first ice cream that I know of and now offer it in four flavors!” Umm Mansoor is constantly browsing through cookbooks, websites, and TV stations for the latest and greatest recipes and delightful ideas. Then, as Umm Mansoor explains, it’s a matter of trial and error. “Self-improvement is one of the most important goals for me. I want to learn to be great in all aspects of my business, from cooking to marketing and even accounting. I think this is one of the key attributes re-
Issue 5 - MAY 2015
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