What Vuale does
01.
Cakemusthaves.nl
Cakemusthaves.nl is a Dutch direct-to-consumer e-commerce store on WooCommerce, specialising in cake-decorating supplies. ~1,300 SKUs, ~€65,000 in monthly revenue, fulfilled in-house. We sell to the Netherlands and Belgium.
02.
Adsvanced
Adsvanced is our internal account-management dashboard for the Cakemusthaves Google Ads and Meta Ads accounts. Single-tenant, internal-only, used only by Vuale. The Google Ads side reads performance data and applies optimisations on a single owned account (customer 972-717-5168, MCC 616-216-9917).
03.
Operations
Day-to-day Vuale runs Cakemusthaves: order fulfilment, customer service, supplier management, and the storefront. Operations is the part of the business that ships cakes — not software.
04.
Internal tooling
Beyond Adsvanced, Vuale builds and maintains the small set of internal scripts and integrations that the Cakemusthaves team relies on. None of this is sold or licensed externally.
How we operate day-to-day
Brand operation
Vuale operates Cakemusthaves.nl as the brand owner — pricing, merchandising, and brand decisions all sit with Adam Voogd.
Order fulfilment
Orders are fulfilled in-house; the Cakemusthaves team handles physical pick-pack-ship as well as customer support.
Paid media
Adsvanced manages paid-media spend across Google Ads (Search, Shopping, Performance Max) and Meta Ads, on the single Cakemusthaves accounts.
Continuous improvement
Vuale iterates on the storefront, the catalog, and Adsvanced based on what the operations team learns each week.