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Starting a business in Cardiff: The Cake Box Company

The cake packaging business divulges their Cardiff start-up experience, where to source investment, and the biggest challenges you might face

Company name: The Cake Box Company
Founder: Jennifer Yeo
Founded: 2009
Description: Offers a wide range of unique cake products that have been specifically tailored to meet the needs of bakers nationwide.

What’s great about starting a business in Cardiff?

Cardiff has all the benefits of a vibrant capital city without the associated costs of setting up in London. As the capital city of Wales there is ready access to all the necessary amenities required for the day to day running of a business. Its facilities are unrivaled whilst being all easily accessible and often within walking distance or a short distance from home.

Cardiff has two excellent universities giving enormous scope for partnerships and support in design, product development etc. Graduates can be employed through various job creation schemes.

What business support in Cardiff have you used? How was it? 

We have taken advantage of an MBA leadership programme aimed at small business owners run by Cardiff Met University, and we have been supported by a high growth programme over three years which offers practical assistance to small businesses with large potential.

More recently, we have been working with Indycube Ventures, a private company set up to mentor and assist with sourcing investment. Indycube recognise the value of nurturing entrepreneurship and are a valuable partner to the business.

Name the top three reasons to set up a business in Cardiff:

  1. Cardiff is fortunate to have a wide range of facilities which attract visitors from all areas to the city: The Millenium Stadium –international rugby, to Cardiff Bay with state of the art Millenium Centre. Such a profile gives us credibility on the wider stage.
  2. Accessibility is easy, minutes from the M4 and under two hours from London by train, makes it an attractive destination for conferences and meetings.
  3. Enterprise culture – meeting so many like-minded entrepreneurs and sharing experiences. Setting up a business can be solitary and being based in Cardiff has helped us overcome this.

Where could Cardiff be better / what does it need?

Better finance options for businesses.

How easy has it been to access finance to grow?

This has been one of the biggest challenges – the bureaucracy of the Welsh government has nearly driven me to distraction and we did not make any progress with obtaining finance until we found Indycube.

Where do you go to network in Cardiff? 

Networking events are too numerous to count in Cardiff and we have tried a few. My original company selling bakery packaging did not benefit from networking and with time being precious we did not make a habit of it.

Where do you take a client for a business lunch?

Cardiff Bay is a great place to ‘show off’ Cardiff with a selection of restaurants, the Millenium Centre, the barrage, and the Senedd are just a few – a business client couldn’t fail to be suitably impressed.

Where’s great for a company night out?

Cardiff city centre offers everything from a welsh banquet in the castle to a selection of night clubs that any university town would be proud of. The team at The Cake Box Company are more likely to be found in the former – being all of a certain age!


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