6.2 Consider the shelf life
Shelf life refers to how long a product can sit on the shelf and still be considered fresh. There is a public misconception about what it means to be “fresh” and “day old.” Every product has its own shelf life and every recipe is different, so you’ll need to do some testing.
As a general rule, long shelf-life items are granolas, biscotti, fruitcakes, most candies, and preserved or canned fruits and vegetables. Many people make long shelf-life items and stockpile their wares until the selling season arrives.
Short shelf-life items include breakfast pastries, fresh fruit pies, and recipes that state, “best eaten when warm.”
6.3 Copyright issues on character cake pans
Be aware of copyright fees on licensed character cake pans. Chatacter cake pans are pans shaped like known figures in popular culture such as Bugs Bunny, Donald Duck, etc. These pans are meant for personal use only, not for selling the cakes you make with them. Even retail bakeries are under restrictions and must pay huge royalty fees for using them. Companies owning these copyrights are protective and will pursue individuals for copyright infringement.
If you are interested in selling character cakes, I suggest you create your own character design or use shaped, novelty cake pans not restricted by copyright. To know which pans are restricted, visit the Wilton website and view the shaped pans section. The restricted pans will state, “For home use only.”
6.4 Limit your products in the beginning
When you’re just starting your business, it’s best to limit the number of products you sell. If you have one thing that you already make very well, start by capitalizing on that. Until you have more experience, this will help you concentrate on learning the business. Especially if you’re doing it part time to supplement your income, start with a small number (e.g., two or three at the most); if you’re aiming for a full-scale business, try starting with fewer items and add on slowly as you get a sense of how much you can handle and what products sell better. If you produce fewer items, you will naturally limit the number of different ingredients, packaging materials, and labels you’ll need.
If you want to offer variety, make a line extension. A line extension is a slight variation on what you already produce. Sugar cookies can become snickerdoodles by adding a cinnamon and sugar topping, or a plain muffin batter can yield both blueberry and chocolate chip muffins. Even plain pickles with the addition of spices can help you offer several choices. Providing choice for the customer is also a good sales tool. The customer asks, “Which one do I want?” which encourages a more positive thought process than, “Do I want this or not?”
Don’t discard an idea because it seems too simple. Everyone makes impulse purchases for items that are convenient or that they don’t make for themselves, such as coffee and Rice Krispies® bars.
7. Create a Signature Product
A signature product is something you make that no on else does. It can take a few years for your signature product to get recognition, but you can generate steady business with a product uniquely yours. If you already have a secret recipe, dress it up so that it looks and tastes different than everyone else’s. Or look around in cookbooks and magazines, and search the Internet for ideas. The trick is to take an idea and make it your own. Even if you have always been better at copying than creating, ask for suggestions from friends, family, coworkers, and neighbors, and experiment from there.
With no competition for your product, you can charge more and encourage repeat specialty orders. Ideally, your signature product would be a must-have for certain occasions — perhaps a Pink Champagne Cake for Mother’s Day, a specialty Breakfast Bread Basket for morning office meetings, or Candyland Cupcakes for baby and wedding showers.
There’s a cookie business in Minneapolis that began by offering only oatmeal chocolate chip cookies. Owned by Anne and Dennis Tank, Tank Goodness delivers warm cookies in a Mini Cooper. On several levels they set themselves apart — still-warm cookies baked in a home kitchen and delivered in a cute vehicle. They have a charming website, which can be found following the link listed in the Resources section.
7.1 Develop a few specialties
Become very good at making a few things instead of average at making a wide variety. A woman I knew in Georgia had a solid business with regular customers. She made basic cakes and sweet breads, and a few cookies and brownies. As she showed me her order form, she said, “I do these things and I do them very, very well. My customers can always count on getting the same excellent cake each time they order. And I can count on them to keep ordering.” Go for perfection; be better at making what you make than anyone else.
If your food quality, service, price, and convenience are better than that of other businesses, you are off to a great start. Perhaps that’s all you need to make money. But business can entail more than just the basics. You don’t need to resort to gimmickry to have a successful business, but creating something uniquely yours can give you a tremendous edge.
8. Researching the Market
Before you can decide on a product, you may need to do market research. Market research is a logical, objective, and thorough method of collecting data to analyze your target market. It’s used to understand your competition and your business potential. In other words, you need to research what people are buying and find potential products that would be a good fit for your market.
Your market research should cover a variety of stores, farmers’ markets, and online vendors. Keep a small notebook handy as you visit these places. Watch what people are buying and eating. Look at the pricing and packaging. You will need to answer the following questions:
• How much do these items cost?
• What kinds of labels are used?
• Does the packaging enhance or detract from the product?
Remember to take notes or use a recording device so you don’t forget the details. Don’t worry about the store manager seeing you. If a clerk asks if you need help, mumble that you need time to look for a gift. Purchase anything that looks intriguing or that you can learn from. When I do market research I always buy a product if I want to taste the flavor, understand the texture, or want to thoroughly inspect the label and package.
Do a web search and bookmark sites that have interesting or helpful information. Look through newspapers and magazines for articles and advertisements. Pick up menus, flyers, and brochures; keep them in a central place for easy reference, such as in a file folder or desk drawer. Keep copies of the information you find. Later, when you’re ready to design a flyer or brochure, you’ll have samples from area businesses from which to draw ideas.
Ask people for feedback when they sample your products, but be aware that the information you gather might not be truthful. Rely on your eyes and instinct, and watch people when they give you their opinions. For whatever reason, maybe it’s just human nature, but people often tell you what they think you want to hear. If possible, seek individuals whose opinions you trust and who will be honest with you.
Trade magazines are another source of valuable information. These magazines are sometimes free to customers who own a business, or are about to start a business. Baking Buyer and Modern Baking keep track of trends, have great ideas, and provide supplier ads with websites and toll-free phone numbers for requesting additional information. Over the years I’ve found industry suppliers to be exceptionally helpful in my market research.
Having a great recipe or choosing a trendy category of food does not give you a guaranteed