Ever since opening in March 2008, Tubes & Jujubes has been wildly successful. Long waiting lines grew in front of this indoor amusement centre, expressly designed for children aged 12 and under. The establishment on rue Deveault in the Hull sector is now an integral part of the Gatineau landscape. It employs approximately 20 staff, and its sales keep growing.
Yet, when Anouar Nemry started up his business, he really knew very little about services to children. But he had one important thing going for him: he had several years’ experience as a marketing professional with the Casino du Lac Leamy. This meant that he was very well versed in the ins and outs of the world of tourism in the National Capital Region.
“I was connected in the market, and I knew what was missing in the Outaouais,” explains Mr. Nemry. “I wanted to run a business in the retail sector that would be open year-round. Tubes & Jujubes was not my first idea, but someone told me about a similar concept, and I liked it right off the bat.”
After that, the different pieces of the project quickly fell into place. Most of the financial institutions to which he applied were more than happy to make him a funding proposal. His business plan was flawless: the presentation was creative, concise and analytical.
An innate sense of entrepreneurship
Now 34 years old, Anouar Nemry has two pre-school children. Originally from Morocco, he immigrated with his family as a child. He likes to say that he was born with the genetic baggage of entrepreneurship. He earned a bachelor’s degree in marketing and a master’s in project management. As a result, he was extremely well prepared when the time came to start up his own business, a dream that he had put off far too many times. It was a daring wager. In early 2007, he left a stable job at the Casino, not long after getting married and while he and his wife were awaiting their first child. There was no guarantee that his business would succeed. But he remained optimistic because his family amusement centre received plenty of validation from the people he spoke to, both close friends and experts.
The start-up required a lot of work. First, he had to find a location that met all of his criteria. Then, for three months, the new entrepreneur reinvented himself as a foreman, managing 20 to 30 people for the renovation work. To this day, the CEO of Tubes & Jujubes wears several hats: director of human resources, reservations agent, Web designer, accountant and, at times, Jack-of-all-trades.
Just weeks into his new business, this entrepreneur was already thinking about ways to improve his facilities and to develop new services, including a day camp and a child care service.
Right now, Anouar Nemry is getting ready to expand his business, and considering another Tubes & Jujubes elsewhere in the province. Toronto and Winnipeg are also in his line of sight.
Pratical information
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What made you decide to start up this business?
In 2005 I almost lost my life in an accident. That got me thinking that it was time to fulfill the dream I had been putting off for so long. I did it to gain some freedom of action. As you know, when you are an employee you sell your time in exchange for financial security. Entrepreneurs do the opposite, taking risks to gain their freedom.
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Why Gatineau?
It was a natural choice because it is my city, and this is where my network is. As well, no such operation existed in Gatineau.
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What are the advantages of working for yourself?
As an entrepreneur I have a lot of freedom of action. Decisions take less time to make. Because I don’t need approval from a supervisor, I can make a decision in less than five minutes.
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What surprised you the most about the business world?
I had underestimated the human resource issue. My business has a staff shortage. Any of my employees can earn two to three times more elsewhere in the region, whether at the Casino or in the public sector.
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What were your toughest challenges, and how did you overcome them?
My toughest challenge so far has been to hand over the operations side of things. I can’t yet afford to pay a talented person what he or she is worth to manage this side of the business. SMEs often fall victim to this. The problem will resolve itself over time once the business gets better established.
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What does it take to succeed in business today?
You need guts, nerves of steel, creativity and some luck. Also, you have to know how to surround yourself with the right people and, most of all, not to jump at the first opportunity you are offered!
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What advice would you give someone who is thinking of starting up a business?
You have to think before you get into business, and not act on the spur of the moment because this is a decision that can affect everyone around you. I would add that you must always have an exit door. But if you want to succeed, you must never open it.
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How did Développement économique – CLD Gatineau contribute?
DE – CLDG was like a big brother to me. They gave me a loan and a subsidy, which enabled me to set up Tubes & Jujubes. They analyzed my business plan and gave me a hand when I was looking for a location for my operation. They have resources that can simplify things for a new entrepreneur.
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