Dreamers Into Doers -- marthastewart.com

Doer of the Week: Lisa Gundersen-Umansky

What were you doing (career-wise) when you decided to create Polkadot Pound Cake?
I was a stay-at-home-mom dreaming of a new business. After owning a dance studio for 12 years, I decided to hang up my tutu and stay home with my two-year old daughter, Emily. A year later, my daughter Hannah arrived. Baking together became one of our favorite afternoon activities. I found inspiration in the flour all over my kitchen counters — Polkadot Pound Cake was born.

What inspired you to do this?
My passion for baking is inspired by my childhood memories of the heavenly aromas created by my Norwegian mother's baking. Her influence is found in my traditional American cakes. My mom sewed most of my childhood dresses, and would trim the dresses in decorative ribbons. My company name is a tribute to her and the polka-dot ribbons she used.

When did you start your business?
I incorporated in November 2008, and, after almost year of R & D, launched last fall.

When did you know that you could really make a go of this?
One day I decided to give sample loaves of my cakes to local businesses. I got three orders that day!

What was your start-up cost? How did you get the money and what did you use it for?
A few hundred dollars was all I needed to purchase the initial ingredients, packaging and business cards.

What was the biggest obstacle?
The biggest obstacle was finding a commercial kitchen space that was affordable to rent.

Did your friends and family support your dream?
They had suggested for years that I sell my baked goods. They continue to be incredibly supportive and enthusiastic about my goals and dreams. They believed in me from the beginning even when I had my own doubts!

How did you maintain your confidence when doors were closed in your face, when people didn’t get it or said “no”?
For every 10 "no's" you will hear 1 "yes." It can be very discouraging out there. It takes time and research to figure out who your customer is and where to find them.

How long did it take you to get everything off the ground?
In the past year, I have updated my website, added a Facebook presence, and researched strategies for attracting new customers.

How long did it take for your business to become profitable?
Fortunately Polkadot Pound Cake has been profitable since my first order! The company pays for itself and I continue to reinvest the profits so that I can continue to grow and expand toward the bigger dreams that I have planned!

What's the hardest part of what you do?
It can be difficult at times to juggle being an entrepreneur, wife, and mother. A good support team is crucial. It is very easy to find yourself working almost 24/7 when building a business, but making time for my family and for myself is so important. One way I find that is teaching an adult tap class every Monday night.

What's the most fun part of what you do?
I absolutely love meeting my customers! It feels wonderful to see their excitement when I deliver to their special events.

Where do you work from?
Testing new recipes and paperwork is done from my home office and baking from a commercial kitchen.

Do you have employees?
I look forward to the day that I can hire employees. Currently I hold the crown for employee of the month.

How have you been using social media to grow your business?
I love my Facebook page! I post upcoming events, specials, photos, and new cake ideas. As a community of foodies, we enjoy sharing our love for cake.

Do you have entrepreneurial role models? What’s so inspiring about them?
Martha Stewart has always been an entrepreneurial role model. She cultivated her passion for cooking, housekeeping, and more into a successful brand.

I am also a fan of the Stonewall Kitchen Gourmet food line. Jonathan King and Jim Stott created this delicious and successful brand, selling their unique jams at a local farmers market. Start small, dream big!

How did you learn and acquire the skills you use to make your business successful? How do you continue to grow and learn?
I was a finance and business major in college, which has given me a basic understanding in running a business. Experience from running my dancing school has also helped. Networking with other women entrepreneurs on sites like Dreamers into Doers and Savor the Success have been a valuable source of information, advice and inspiration. There is a real sisterhood of women entrepreneurs out there and I am grateful for all the new friendships that I have made this year.

What's the best piece of business advice you ever received?
Consistency is key. From your products to customer service — if they are happy with you the first time, they expect the same experience the next time!

If you had it to do over again, what, if anything, would you do differently?
I wish I stared a few years earlier!

What advice would you give to Dreamers who haven’t become Doers yet?
The fear of failure held me back temporarily until I realized that I would regret not taking the leap of faith to follow my dream. Don't let fear stop you!

Keep Up with Lisa and Polkadot Pound Cake
Facebook: http://www.facebook.com/polkadotpoundcake
PolkadotPoundCake.com

Find more photos like this on Dreamers Into Doers -- marthastewart.com

‹ Previous
1
2
3
Next ›

Comment

You need to be a member of Dreamers Into Doers -- marthastewart.com to add comments!

Join Dreamers Into Doers -- marthastewart.com

Comment by Lisa G.~ Polka Dot Pound Cake on November 5, 2010 at 2:56pm: Thank you Stephanie! Happy to see that you will be coming to the event in January!

Comment by Stephanie Gravalese-Wood on November 2, 2010 at 11:12pm: Congrats Lisa! It's be great getting to know your story, seeing your new website and look forward to seeing you in January!

Comment by Vanessa Coppes on November 2, 2010 at 8:12am: Congrats Lisa! So happy for you and your success!

Comment by Lisa G.~ Polka Dot Pound Cake on November 1, 2010 at 8:13am: Thanks Gigi...will be great to see you and all the Dreamers again!

Comment by Gigi Page on November 1, 2010 at 7:40am: Lisa:
Congrats on the recognition, that's terrific. I love your business name and the marketing effect of the logo. Great Job!! I look forward to seeing you in January.
G :-)

Comment by Ann-Margaret Arnold on October 31, 2010 at 1:21am: Congratulations, Lisa!! Beautiful interview...such a "tealightful" tribute to your mom and all the many special memories you two created! :) Wishing you much continued success as you live your dream!

Comment by Lisa G.~ Polka Dot Pound Cake on October 29, 2010 at 7:14am: My company name is a tribute to my mom...She, a stay at home mom,like many women of her generation did ALL of the cooking, cleaning, gardening..I also have memories of coming home from school and a room in our house swould be transformed! It would be freshly painted,or wallpapered, The mess would be gone, furniture back in place, and dinner simmering on the stove...lol amazing. She used decorative trim on the dresses she made for me. Polka dot ribbon was a favorite!

Comment by Rebecca-FreshChick Design Studio on October 28, 2010 at 10:46pm: CONGRATS!!!! You have found true success!!! (: Best wishes!

Comment by Amy@Lillian Aerin & Co. on October 28, 2010 at 4:38pm: Congratulations! Your story is truly inspirational to all of us out there struggle with starting up our own business! Wishing you continued success in your business!

Comment by Lisa G.~ Polka Dot Pound Cake on October 28, 2010 at 10:41am: Thank you for all of your kind words...smiling as I type, and a bit teary too from all the love and support.

As you know, this is a sisterhood & we are all passionate about our work,...as we juggle family, friends and all that life throws our way, it is good to know you are there...thank you. xo

Comment by backyardcolorado on October 28, 2010 at 10:34am: WOW! Great job and Good Luck...you are an inspiration!

Comment by Diana Chamorro Quick on October 28, 2010 at 10:25am: What was the inspiration behind the name of your business? Great job, btw!!

Comment by Debbie on October 28, 2010 at 10:16am: Certainly sounds like you have done your homework and definitely have the recipe for success! Congrats & Cheers to you.

Comment by Bonnie Pond on October 28, 2010 at 8:43am: Wow! I'm drooling just looking at the photos! Congratulations on having the courage to start your own business doing what you love.

Comment by JerseyPeach on October 28, 2010 at 7:51am: Great Story and very inspirational. Wishing all the best and much continued success. Love your packaging and the name....thank you for sharing. Can't wait to taste your cake.

Comment by DeAnna Madero on October 28, 2010 at 1:02am: Congrat :)

Comment by Rebecca E. Parsons on October 27, 2010 at 11:19pm: congrats lisa...love the pumpkin bread the most!!!

Comment by Mary Richey on October 27, 2010 at 7:08pm: How exciting Lisa! The chocolate chip pound cakes are so moist. The chips even stay soft! Congrats!

Comment by Natalie - Southern Belle's Charm on October 27, 2010 at 7:07pm: How amazing! Congrats!

Comment by Cheri Larson on October 27, 2010 at 6:28pm: Congratulations Lisa! Your product looks fantastic. I am always inspired by other women entrepreneurs and you are definitely one to emulate!