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Entrepreneurial success

June 15, 2012

Alex Feinstein ’07 and Molly Goettsche Feinstein ’07 took a risk when they left big business behind in favor of paving their own way to success.

It was a risk that paid off.

In 2010, the couple opened GoBerry, a Northampton, Mass., frozen yogurt shop built around a commitment to using only fresh, locally-sourced ingredients. Since then, GoBerry’s popularity has allowed for an expansion to a second location in Amherst, Mass. However success did not happen overnight.

“After graduating from the College, we both took jobs in Boston, but after a few years, we both felt that city life was not the best fit for us,” Goettsche says.

“We got engaged in January 2010 and were very much focused on figuring out how to get to where we wanted to be,” Feinstein says. It wasn’t until the pair visited Feinstein’s hometown of Northampton, Mass., that inspiration struck.

While driving through town, “I turned to Alex and said, ‘The only thing Northampton is missing is some good frozen yogurt,’” Goettsche, who became somewhat of a celebrity her senior year when she and Nicole Moin ’07 made national news with their “Five-Second Rule” research, says, “There was no going back; we opened two months later.”

Going into the process, both admit to feeling out of their element. Feinstein was an anthropology major, while Goettsche was a molecular and cellular biology major. And they believed that the lessons they learned at Connecticut College would help them through.

“We met on the pool deck (Alex played water polo, while Molly was a swimmer), and I think we both agree being a part of a team is been instrumental in business. We very much view our stores as teams, and have found it to be integral to our leadership styles.”

Two years and two stores after the dream was born, Goettsche and Feinstein still describe GoBerry as “very much a labor of love.” Although the strict adherence to using only local, fresh ingredients can be more costly, the pair seems to think the quality is worth the price.

“All of our dairy comes from within 25 miles of the store. We have met the cows that make the milk, and are friends with the owners of the farms and the delivery people,” Feinstein says.

“We hope our customers know that when they choose to support our store they are not only helping a small local business, but the farms, farmers, and employees that make our business possible,” Goettsche says.

The couple is an active part of the College’s alumni community. Feinstein returned to campus in January to share stories of the business venture during the annual “Seminar on Success” and they recently hosted an alumni social at GoBerry’s Northampton location.

In fact, the two attribute much of their success to their time at Connecticut College. “At every stage of our journey so far we have felt grateful to the opportunities that our liberal arts education provided us,” they say.

-Bailey Bennett '14; reporting by Jordan Thomas '15 

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