Doer of the Week: Jennifer Bunce

What were you doing (careerwise) when you decided to create your own business? I was a corporate event planner and public relations manager for a national upscale retailer. I had been "corporate" for more than five years (straight out of college), and I was bored to tears. I was making a decent living but I craved a more creative outlet.  

When did you start your business? I started the Hudson Cakery website the week I left my first chef job in May 2009. What inspired you to do this? I had always loved art and baking, so it was only natural to eventually combine them together. I can pinpoint exactly when it was clear a change was in store for me: I enrolled in a Wilton cake-decorating class at a local cake-supply store. It was the quickest and happiest two hours of my life.

When did you know that you could really make a go of this? I had absolutely no culinary connections, so it was a bit scary at first. But I knew in order to land a good cake-decorator internship in New York City, I needed a pastry degree. Culinary school isn’t the only road to take, but at the time I felt it was the most efficient way to quickly and confidently enter the pastry world. I had been researching pastry schools for some time, so I had an idea which one I wanted to attend. It’s funny, actually -- the day I finally signed up for the pastry program was the day I went to a taping of "The Martha Stewart Show." After watching the chefs in Martha’s kitchen on set, I was so inspired that I walked out of the taping and right to the school’s admissions office!

How did you turn your dream into a business plan? After pastry schooI, I interned for a few of Manhattan’s elite cake decorators and I watched very carefully how they ran their businesses. I was like a sponge -- I wrote down EVERYTHING! I never made an official business plan per se, but if I did, it would have said “Make cakes and be happy." Now I do have an official business plan that is more polished.

What was your start-up cost? How did you get the money, and what did you use it for? My start up was around $2,000, which included building my own website, more cake pans, decorating tools, ingredients, supplies, and advertising. Ads were the expensive part but were important since they were a way to get my name out there. When I had an order, I had to rent kitchen space per diem for the actual baking, which was only $80 to $100 a day. I had some money saved from my old job, plus I had some money left from my pastry school loan.

What was the biggest obstacle? Because I didn’t have a physical space of my own, it was a challenge to get the word out. It was just me and my website. But, luckily …

Did your friends and family support your dream? … I had friends and family who supported my career change from the beginning. Sure, my parents were taken aback at first -- “You want to bake? But you went to college?!” – but, of course, they could see how passionate I was and were behind me 100 percent. Now they hand out my business cards in the most ridiculous places, and I love them for it.

How did you maintain your confidence when doors were closed in your face, when people didn’t get it or said “no”? I knew I would have to start at the bottom of the bottom and swallow my pride. (I’m still doing that!) I never expected people to order from me right away based on a website alone. I had to earn a reputation. So I just kept at it and took the jobs I could with a smile on my face -- even if that meant a dozen cupcakes here and a sheet cake there.

How long did it take you to get everything off the ground? Baking was hobby of mine for years, so I already had most tools I needed. I was up and running as soon as my website was ready, in about two weeks.

How long did it take for your business to become profitable? My overhead cost isn’t really high since I have a high-margin, low-volume business. It took about five months to book my first wedding-cake order. After that, the bigger and more couture cake orders kept coming in. I broke even my first year, and in 2010 I started making money.

What’s the hardest part of what you do? The fact that I don’t yet own my own cake studio is a challenge. That’s the next big step, which I’m very excited to be working on.

What's the most fun part of what you do? I love meeting open-minded engaged couples who come for cake tastings. I’m always surprised at the designs they want. The cake is usually the last part of their wedding planning process, so couples are excited when they sign my contract because it’s their last stop before being married.

Where do you work from? I do the administrative tasks out of my home office, and the rest at a catering kitchen.

Do you have employees? I have a very part-time intern, but this summer I may need to hire more!

How have you been using social media to grow your business? I do have a growing Facebook page that I find important since I can show off the cakes I create. Clients often write positive feedback on the page too, which makes me smile for weeks on end. I just started Twitter. I love writing blog entries because it can show off different aspects of my job that’s can’t be found on my website.

Do you have entrepreneurial role models? What’s so inspiring about them? I’ve been watching Martha Stewart since I was 8 years old. I read "The Martha Rules" a few years back and it really helped how I shape my business. I almost died when she wrote in my book at a recent signing!

How did you learn and acquire the skills you use to make your business successful? How do you continue to grow and learn? I’ve worked continuously since I was 17 in jobs of all kinds -- pet store employee, retail sales associate, concert promoter’s intern, event planner, PR Manager, pastry intern, chef! I think all the jobs have taught me different things that have made my job experience pretty well rounded. But the common thread through all of them is to be open to criticism, open-minded, and positive!

What's the best piece of business advice you ever received? Not to spend money if you don’t have to.

If you had it to do over again, what, if anything, would you do differently? Nothing. I’m not one to make rash decisions. I didn’t rush any steps during my 180-degree career change, so I’ve had the luxury of really thinking before doing.

What is your favorite product or service that you offer? That would definitely be wedding cakes -- they are usually more elaborate, detailed, and elegant, with a bigger payoff in the end for me.

What is your best selling item or service? It’s split between celebration cakes and wedding cakes. I hope to add dessert tables to the mix in 2011.

What advice would you give to Dreamers who haven’t become Doers yet? Don’t rush. If you love what you do, take the time to make a plan and follow your heart. The rest will eventually come to fruition.

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