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How I left France and my cozy $6,000 Per thirty days job for the American Dream

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How I left France and my cozy $6,000 Per thirty days job for the American Dream

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Hello guys! I’m Anthony, the founding father of Pastreez, a French bakery the place you may purchase macarons on-line.

If somebody would have instructed me again in 2016, I might haven’t believed it. I left every part in France again then. I left a tremendous “profession” and path to “success”.

I got here to america with my spouse and two items of baggage, in February 2017. It sounds cliché, but it surely’s true.

Right here is the way it all started…

Easy Crusing

I really feel mild and free. Free to suppose, to journey, free to be me. That’s how I felt on August thirty first, 2016, my final day at EDF (Electricité de France, the large French Electrical energy Firm), in Saint-Denis de la Réunion.

I bear in mind again then, I used to be working at this large French firm. Life was good. I used to be getting paid $6,000 per thirty days and had simply been promoted to engineer in chief, accountable for 3 groups and 45 individuals all through the island.

EDF even paid high {dollars} to switch my spouse and me from Martinique to La Réunion. Paid home. Paid travels. 15 months bonus wage over 4 years.

However one thing was not proper. To be honest although, I at all times thought I might do my “personal enterprise” sooner or later. I simply didn’t know when and the way.

I at all times instructed myself this place in La Réunion would be the final one earlier than entrepreneurship. 4 extra years, then I give up!

However I lasted just one yr. I used to be mendacity to my true self for too lengthy, so I made a decision to give up in April 2016. Yay!

I want it will be that straightforward. However the actuality is far more demanding and intense. Nobody ever leaves EDF. Perceive, excellent well being advantages, a job place assured till retirement, and rather more.

The human sources director was not even conscious of what to do. So I needed to discuss and clarify myself, for months, to each single individual within the firm.

Even to my mother and father! Perceive, in France, the tradition is to not take dangers. When you do 5 years in engineering college and have a fantastic job, French training pushes college students to embrace a company profession.

Even in society itself, it is vitally (very) laborious to be an entrepreneur in France. So many obstacles.

But, I needed to inform my mother and father that not solely was I leaving my “security” job, however I used to be going to go away the nation for america. Ouch!

Most of all, I needed to persuade my spouse to leap on this journey with me.

After all of the discuss, and the negotiations with EDF, lengthy story quick, my spouse and I left La Réunion island in September 2016 for Paris.

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Okay. Now What?

Crammed up with motivation and braveness once I landed in Paris, I used to be prepared for something.

However wait. Prepared for what? I didn’t know on the time. All I knew was that I wished to construct an eCommerce retailer as a result of I really like digital advertising and marketing.

Leaving my “boring” job, I ought to focus solely on what I really like. That’s the concept.

However I do know which you could’t succeed alone. You’ll be able to’t have all the talents for your self. You’ll be able to’t be an knowledgeable in every part.

Naturally, I requested my spouse what she beloved to do. She stated baking. And I knew that for a reality!

Since I met her in 2010, I may inform she was expert and most of all obsessed with baking French pastries.

Voilà! Let’s mix our expertise to construct one thing. However Pastreez wasn’t there but.

First, we have to do a fast market examine to know what space can be value digging into. And the place!

Whereas my spouse was perfecting her baking expertise at Le Cordon Bleu Paris Pastry Faculty, I used to be checking on the pastries market worldwide.

I knew my final dream was California. My spouse and I spent our honeymoon there in 2013.

However on the time, I believed it was too sophisticated to go to america. And that was a psychological barrier.

The issue is that society is stuffed with those who discourage you. “You want at the very least $150,000 to have the ability to come to the US”; “It’s not your language you gained’t succeed”; “You realize nothing concerning the market”.

A lot that initially, we have been going to… Chile!

Why? As a result of they have been very welcoming to French entrepreneurs. It was that straightforward!

However on a Sunday night in Paris, I used to be watching a well-known TV present known as “Capital”. It was about French those who succeeded within the US…

No manner! We’ll go to California and see the way it goes.

California Love

We’re able to board our flight to California. Two items of baggage are on the aircraft’s maintain. All our life at this level.

We landed in Los Angeles on a wet night. The Airbnb host’s identify is Lane. It seems she was a really good girl who helped us lots afterward.

In Los Angeles, my concept was easy. Uncover the world and see if there’s a marketplace for well-known French pastries. At the moment, I didn’t even know macarons have been such an enormous deal overseas!

So we began assembly folks on an app known as MeetUp. We’d put together pastries (dacquoise, macarons, Tarte Tatin, and so forth.) and would carry them without cost at these conferences.

We solely required some suggestions. And macarons have been at all times successful. There we go: we might construct Pastreez with macarons!

Whereas constructing the foundations of Pastreez, I seen there have been no blogs that answered widespread questions on macarons. Questions like what’s a macaron? Are macarons gluten free? You identify it.

With our French experience and expertise, I used to be capable of construct a powerful weblog round macarons, answering all these questions to assist our viewers.

From our small Airbnb room and shared lavatory, we have been devoted to creating it work. The subsequent step in our journey can be to check our product on a small scale.

I believed native farmers’ markets have been probably the most environment friendly to do this! So we attended three of them: Newport Seashore, Costa Mesa, and Malibu.

I wished to current our concept and product to actual prospects. You bought my sample, proper? Take a look at, get suggestions, apply and repeat!

For sure that folks have been in love with our handcrafted macarons. What I wished probably the most was suggestions on macaron flavors.

We realized that salted caramel, chocolate, vanilla, and Pistachio have been the most well-liked ones.

I realized one thing else whereas interacting with folks on the markets. Somebody named Kevin talked about it will be cool to have on our web site a solution to construct your individual macaron set, with solely somebody’s favourite flavors.

That’s how I created our web site with the choice to customise your individual set on-line. That function is to this date crucial of our web site!

From this level, an fascinating section began: the rising section.

From Markets to Transport within the Complete US

It’s getting severe now. We’re rising!

Now that we have now: A viable concept, prospects which are able to buy, the right French macaron recipe, flavors that match the American style, we have to enter the following section: Transport macarons in the complete United States.

And that’s an enormous step. Promoting one-to-one could be very completely different from delivery to your door.

The truth is, that was our largest problem on this journey.

Step one is at all times to have a look at rivals. We weren’t the primary to ship macarons. How are my rivals doing?

Let’s order from them! At that time, I ordered from the three firms that have been delivery macarons in 2017.

Upon supply, I analyzed every bundle and seen similarities, particularly with the insulated pouch with bubble cushions.

We then improved their answer to our merchandise, and shipped to buddies throughout the nation for some checks.

It labored! We’re now able to ship all through the nation.

Extra Quantity. Extra Issues.

We’re now in November 2017. At first, our macaron recipe was dependable, however to not the purpose the place we may produce a whole bunch a day. So we needed to follow.

It was time to lease a industrial kitchen, with larger ovens and room. New issues began.

As you would possibly know, making macarons could be very tough. Altering temperature, humidity, oven, can mess up your recipe.

Even after years working towards in Paris, days at Le Cordon Bleu Paris, when the time involves make extra quantity there are at all times tough factors.

So we needed to adapt as soon as once more. After hours within the kitchen to enhance our recipe, tweaking the oven, we have been capable of have a strong macaron recipe.

And simply in time! Christmas 2017 was our very first vacation rush.

However sooner or later, we grew to become a gentle enterprise prospects all yr lengthy, not just for Christmas.

I discovered that macarons have been very well-known as wedding ceremony favors, child showers, baskets and present concepts, valentine’s day macarons, mom’s day, and so forth.

We have been very excited, as a result of this meant we might have quantity each season of the yr.

The subsequent step for us was to get our personal facility. Renting the industrial kitchen was getting out of hand, since we have been right here principally on a regular basis.

The Quest to the Good Place.

What’s an ideal location? For us, it was far-off from the town.

We don’t must have an costly storefront in Beverly Hills. We solely wanted a industrial kitchen, with room to inventory our packaging.

We additionally wanted shut entry to a provider reminiscent of UPS, Fedex and USPS. The truth is, it may be anyplace within the US!

We landed within the Excessive Desert of Southern California, in a metropolis known as Phelan. What we love concerning the place: it’s a rural space, no site visitors, clear sky, not too removed from Los Angeles and main cities, acres of land at an honest worth. Our dream!

An vital replace to our enterprise mannequin was so as to add the “choose up” possibility. It is vitally vital to us to take part and be a part of the local people.

We’re the one French bakery in Phelan, and it’s priceless to assist locals uncover our world via our macarons.

High quality Total. Staying “Small”.

After a number of years in enterprise, when you’re in search of macarons close to me on Google, you’ll see Pastreez reaches high 3 within the search outcomes.

It means anybody looking for macaron supply within the US will almost certainly go to our web site. We’re so proud!

An excellent purpose for that’s our model id: we worth high quality over amount. That’s why Google reveals our web site as “related” for any such search.

We actually purpose to remain “small” so we are able to maintain doing what we love: Handcrafting French pastries.

Sooner or later, when you develop too quick and too large, you’ll at all times lose high quality. As a result of you may’t make these volumes, and practice folks quick sufficient.

Staying small implies that we nonetheless get to work together ourselves with our prospects. I do customer support each day.

That’s vital! As a result of we have now a direct reference to what makes prospects completely satisfied, and what could be improved.

For instance, we launch new flavors on a weekly / month-to-month foundation. The truth that I work together instantly with prospects will assist perceive their style, and see if the brand new taste is a hit and miss.

Staying small additionally means we get handy make the macarons day by day. I will do high quality checks, making certain our product is as much as our requirements.

We additionally get to check new colours, flavors, and match the tendencies of the market. For instance, the Turquoise blue macarons have been born after seeing that this coloration was an enormous hit in child showers again in 2020.

Macarons? Examine. What’s Subsequent?

In case you are trying to purchase macarons on-line, Pastreez will at all times be the place the place you could find authenticity.

I used to be writing about staying small, however staying genuine is as vital.

My imaginative and prescient of authenticity is to at all times maintain high quality and custom in thoughts, even after we innovate.

Our French macaron recipe is the one we realized and practiced for years at Le Cordon Bleu Paris.

Every little thing we promote is hand made in our kitchen. The macarons at all times ship recent, by no means frozen.

So what’s subsequent? Our imaginative and prescient is to develop a wide range of pastries with a French accent. Final yr we launched Crêpes-to-go, and 2023 it’s the Chocolate Chip Cookies!

We’re giving the cookie supply a French twist with delicate flavors, reminiscent of Macadamia nuts and Pecan. Even coronary heart formed cookies for Valentine’s day this yr!

When you ever come to the world, please cease by! We’re at all times completely satisfied to share. A bientôt!

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