The Dream is Free but the Hustle Comes at a Cost – TESTED by Alpesh H.Patel

The Dream is Free but the Hustle Comes at a Cost
From Refugee to International Entrepreneur – The true story of the elusive highs and countless lows of an Entrepreneur

Alpesh H. Patel’s story is the journey of an unconventional standalone entrepreneur. Far from being a slick get-rich-quick tale, Tested follows the gritty reality of this maverick businessman as he travels the world looking for opportunities, making mistakes and – sometimes – getting it very right.

Starting out in a wealthy Gujarati family running the successful chain of Odeon Cinemas in 1960s Uganda, Alpesh is forced to leave everything behind, fleeing Idi Amin’s persecution to start again as a refugee in the UK. Negotiating his way through his teenage years in Britain, he embarks on an incredible business journey that takes him from the streets of London to the souks of Tangier, from the concrete jungle of Hong Kong to the bling of Dubai and then back to mother Africa.

This is a riveting true story of what happens when an entrepreneur tries, tries and tries and fails more times than he succeeds. Alpesh’s soul-searching narrative is compellingly readable and is as packed with dramatic highs and lows as any fictitious novel;the difference being its all true . His achievements include generating $500m+ in revenues for Motorola before creating his own pan-African consumer brand that is eventually sold to a multibillion-dollar company. But the happy ending is more elusive.

This is not a rags-to-riches story. Alpesh is living proof that in life we lose more times than we win. He talks openly and honestly about the dark side of entrepreneurship, and faces up to the psychological challenges to keep going, no matter what.

If you want to tiptoe quietly through life, hoping to reach the grave safely , then this book may not help you! But if your aim is to thrive regardless of what life throws at you and to become stronger and wiser in the process, then Alpesh will show you that life only really begins once you step outside your comfort zone…

“The rhythm of Tested is as palpable as a hard-hitting, hip-hop classic from Jay Z, as humorous as a Russell Howard or SNL skit and as emotional as an R&B ballad from Marvin Gaye or Beyoncé. All of this is underpinned by a cheeky, cocky west London attitude with an Afro-Indian edge!” Buki Mosaku, Founder of Inquire Management

Tested by Alpesh H. Patel is available now on out Amazon, TESTEDTHEBOOK and Apple, TESTEDiTUNES

Published in the UK by Peshmode Ltd. For more information see

For further information and interview with Alpesh H. Patel, please contact:


Born in Uganda ,Alpesh H. Patel epitomizes the concept of ‘Indian blood, African heart’. An African Indian entrepreneur, he made a name for himself in the field of mobile technology, founding the first African mobile devices brand and one of Africa’s first tech start-ups.

He is now an award-winning global entrepreneur and is often described as ‘an Innovator, a Disruptor and a true Visionary’. His work has been featured by more than 50 media outlets including CNN, CNBC, the BBC, Forbes, GQ and the Huffington Post.

Alpesh runs Peshmode Ltd, a UK-based advisory and business consultancy specialising in go-to market strategies, entrepreneurship, intrapreneurship and results-orientated sales solutions. He has been dubbed one of the first tech innovators to come out of emerging markets and has worked with industry giants such as Visa, Vodafone, Western Union and Uber.

Alpesh is also a highly sought-after keynote speaker and a business counsellor. He has appeared on several panels, including the Titan Academy, the GSMA, the African Leadership Network and the Wharton Africa Conference.
Twitter: @MiAlpesh
Instagram: @Iampeshmode
Facebook Page: Peshmode

Alpesh is an experienced and engaging public speaker. He is available to provide expert comment, interviews and by-lined articles on a number of topics, including:

  • The Original Refugee: My journey from refugee to entrepreneur
  • Africa’s First Tech Start-ups: What we can learn from the early days of mobile technology
  • Building a Brand from Scratch: Ten top tips
  • The Last Emerging Market: How Africa must shape up to build a stronger future
  • Entrepreneur Regrets: Five things to do differently next time
  • Intrapreneurship and Innovation within Corporates
  • Results orientated Sales solutions


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