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I started a handmade jewelry business around 2006 and sold my designs at different markets/fairs for years. That’s how I met a lot of small business owners and learned about their needs and concerns, which I recognized as my own. I also worked at a private bank and around 2018/2019 I started thinking about something else to do because I did not get any sense of purpose out of my job. I looked at what I had built during the years behind and what I had to offer my surroundings. What I had was a large database of small business owners with a need, but also great contacts that could be meaningful to this group. So I decided to use my network as input for solving these issues. For example: “What solution could I think of to bring these small businesses more sales since there weren’t many affordable commercial spaces available?’’
Around 2018 I also became more aware of issues the locals of Amsterdam Southeast had to deal with. One of them was feeling unseen by the large companies that are seated on the other side of our metro track, a part of Amsterdam where the most turnover per m2 was earned compared to the rest of The Netherlands. The people who worked there came from other parts of the country, while the locals from Amsterdam Southeast took the metro/subway every day to work outside the neighbourhood. Why were they often not accepted as employees there? Meanwhile, this meant that the money earned by these companies didn’t flow into Amsterdam Southeast, so the locals didn’t benefit from it. A mismatch!
By selling my business gift Bijlmerbox, which contains products made by local small businesses to these companies, but also outside of Amsterdam Southeast, I could build a bridge between these parties! This met my purpose of connecting people, improving situations, providing growth in these businesses, and a lot more!
However, as beautiful as this goal was and still is, it does bring some challenges along with it. A lot of target customers see my gift boxes as something they would like to buy around the Christmas holidays for their employees, while the support of small businesses is necessary all year long. And then there’s another group that thinks that, because of the name that refers to Amsterdam Southeast, the box is meant to be bought and sold in this area only.
To get my business off the ground I started working on my branding, addressing my network, doing many interviews, and using social media to tell my story. The main goal was to create visibility and let everyone know my product existed. I had support from my partner and friends who stimulated me to keep going, but also from local organizations such as the municipality of Amsterdam Southeast, who intend to support local entrepreneurs, including myself.
To build my customer base I use my product to promote my business. In every box bought, my promotional material is included. Since the box is a gift, every receiver gets the box as a surprise and also the information about Bijlmerbox. The story behind this product is a beautiful one, which makes a lot of ‘first receivers’ decide to buy the box again for someone else and add to our goal. This creates a ripple effect!
But also, telling the story of Bijlmerbox (online, newsletters, etc. ) and word of mouth advertising adds to the customer base!
One of the biggest mistakes I made was thinking that I could run all parts of my business on my own. I was wired that way since that is how my life and mindset have been for a long time and I didn’t know any better. You just get to learn along the way that in order to have a successful business, you have to work on a good team, with different people adding different skills. You simply get tired of doing it all by yourself, and you go a lot slower than intended. I am working on a team at the moment so I can enjoy doing the things I am great at in my business, such as engaging with clients! I have big goals for my company, but I have to go with others with matching intrinsic motivation to get there!
I love how, over the years, I got to realize that one’s business is a reflection of how one stands in life. Personal growth adds to the growth of your business. But, I also see this in the local business owners that I support with this product. If I bring in large orders (if companies buy a lot of boxes), this changes or at least influences how they operate, but also their mindset, which leads to growth.
Please be aware of your why and dont start a business with a money-driven mindset only. Nowadays it’s important to share how you add to making the world a better place. Tell your story, share your purpose, and build a relationship with your clients. It is said that people buy from people, so a connection is necessary. Besides, money only will not drive you to keep going, purpose will!
And, don’t go by yourself, even if you have the proper education and the necessary skills. You will get tired and not enjoy your business!
The goal for 2025 is to expand my business and reach more companies in the Netherlands with Bijlmerbox’s beautiful goals! Support more upcoming talent, but also work together with the municipalities of different cities to use this same concept to boost their small business. I am also looking forward to continuing our partnership with De Ondernemerswinkel, an organization that has similar goals to empower (local) entrepreneurs. And, finally, we have sponsored different activities such as De Gaasperplasrun (from our local athletics Club Feniks), Stichting De Gouden Handen that creates awareness for cancer in immigrant people. We would like to continue that, starting soon with Stichting Projects for SuperKids, a charity organization that focuses on children that are often in a hospital due to their disease. Our customers can buy goodies to donate to this good cause, for example, a ‘stuffed medical plaster’
FEM-START is ready to support you on your entrepreneurial journey. We provide educational courses on funding, pitching, and finding investors, nurture a growing community of female entrepreneurs, and organize events all year long.
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