You sell niche products domestically and internationally. What is the biggest challenge in this regard?
"Our target group are people who want to prepare themselves because of increasing tensions in the world. These people want to buy long-life food or water filters, for example, just to be on the safe side. But the biggest challenge with these products is the language. For example, for emergency rations in French, there are many words that people may use and that people search for in Google. However, we don't know exactly which words are the best fit for our products for this target group right now. So it can take years before a shop really starts to work well but if you are lucky you can also have a hit quickly. We try to use native speakers, but the question is to what extent they feel and understand our market. We often see that even native speakers do not know exactly how to name or describe a product. This is something we regularly encounter in foreign markets.
We also see that the culture of a country can have an influence on the success of our shops. For example, we feel that the German culture focuses more on preparing for unforeseen circumstances compared to the Dutch culture. Furthermore, German people do not easily buy from a foreign webshop, which we tackle by setting up webshops in each country.”
