Entrepreneurship in Dubai: Fernanda Troy, a success story.
If you are Brazilian and live in Dubai you have probably have heard of Fernanda; and if you have not heard of Fernanda, you've probably already heard about Gula Brasil.
Do you want a coxinha? Call Fernanda. Churros stuffed with dulce de leche? Fernanda has! Brigadeiro with taste of Brazil? Fernanda has also.
With her wide smile and looking as sweet as the sweets she makes, Fernanda Troy has entered everything in the world of catering services here in the Emirates and since then it is only success.
Fernanda, who is married and has a 1-year-old daughter, was a flight attendant for Emirates and has been living as an expatriate for 12 years. She decided to drop the plane one day and take over the kitchen, which could not have been more accurate.
Today Gula, as it is affectionately known, is a supplier of Brazilian products not only for Brazilians homesick but also for many restaurants in the United Arab Emirates. Recently the company in partnership with a distributor (lumafoods.com) started to sell their products in bulk which has further leveraged the company that also provides advice to those who have a dream of opening their own business in lands of the sheiks.
In a chat, she shared with me a little of her journey here in Arab lands and how her passion turned into the business.
BPM - How did you get in Dubai?
I participated in a selection process by the Emirates company in London in 2010, I literally embarked on this fascinating new journey of flight attendant where I worked for 2 years.
BPM - Where did the idea of Gula come from?
First, the idea came from my friends, everyone who tried (the sweet and savory) would soon let loose: You have to open a Brazilian restaurant here (laughs). Slowly the salgados became known and it did not take long for me to have a portfolio of loyal physical clients. I began to note that all Brazilian cafes and restaurants in Dubai were short-lived; I started to study all of them and I was concluding that if you do not have a quality product you will not have clients and consequently will close the doors. After that, I went to help each one who came for help and today they are very well, they do not necessarily consume my products, but my services (business consulting). Today I am friends with all of them! I feel fulfilled in seeing their success (Brazilian restaurants) and knowing that my contribution was valid and effective.
BPM - Was it difficult to enter the market with products previously unknown to the Arabs?
It was and still is difficult. Brazilian cuisine is not widespread in the Emirates, there are still many people who are unaware of the products but soon fall in love when they try.
BPM - On your menu, which is the darling product of the Arabs?
Coxinhas and kisses (coconut brigadeiro)
BPM - In a Muslim country, being a woman was a hindrance to talking about business?
Absolutely. Not only because she is a woman, but in my specific case she goes a little further: being very young, being beautiful and not having a local partner (emirate). It is as if it is impossible for a woman with this profile to have such a company.
BPM - What to do and what not to do when closing deals in the Arab world?
What to do: Help the company that has become interested in your product even if they do not come close to the business. Gula also provides consulting services, and believe me: most of the time I do not charge for this service, I'm really passionate about this universe, I feel sad to see a Brazilian cafe/restaurant closing its doors. I often receive tempting invitations to be a strategic partner of some establishments, even a soccer school ... (laughs). All this because I like to help people to conquer their dreams, it is something that only understands who has entrepreneurial blood.
What not to do: Do not lie, do not deceive your client. I get many customers who come to me after discovering that they have taken a cat for a hare, that helps me a lot and without me doing anything and adds even more credibility and respect to Gula. It makes my brand stronger, it seems that Gula is the savior of the motherland.
BPM - Where have you seen Gula here for 5 or 10 years?
Gula is still a very young company, there is still a need to undergo several transformations. As the market here in the Emirates is unpredictable, we may already have reached 10 tons per month (of products sold) as it may still be in the second ton. Gula is a very solid company, I prefer to think of having the doors open from here 30 years ago than to grow very fast and to leave in the middle due to lack of structure from here 5 years ago.
BPM - Do you have any tips for other Brazilians who want to follow in their footsteps?
Choose a company that impresses your eyes, which is an absolute synonym of success and begin to study it. Do not copy, just mirror it to mount yours. Study the market, test your product and make sure you really love spending hours and hours on the stove. Draw one, two or three planes, make your own way. This will be hard, but once you get there you will really be 100% accomplished. Build and live your dream, not the dream of others. Do not copy someone's dream, do not want to do the same. In the end, nothing can guarantee that you will succeed if you follow the same steps as others. Companies are unique, adapted to meet the needs and dreams of those who created them, you need to understand this to get the first step.
Breathe and be inspired. Fernanda's story is there to prove that the recipe for success is a good idea mixed with a lot of planning and a good deal of hard work.
Congratulations Fernanda for showing that we, Brazilian women, can go much further than we ever dreamed.
Happy woman's month!
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