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Finding a Niche for Your Cake Baking Business

By: Kate Simpson BA, MA - Updated: 11 Sep 2012 | comments*Discuss
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Cake baking is experiencing a renaissance. In recent years, sugary treats have claimed a place in the hearts of numerous consumers. Whilst baking may once have been considered a domestic activity or a rewarding hobby, it is now big business. The average cake eater, however, has become more discerning. Quality and novelty are what the discerning customer seeks from their sponge. With plenty of Cake Baking Businesses to buy from and a plethora of products available, it is vital that you give potential customers a reason to knock on your door.

How Will Your Brand Stand Out?

A cake is not just a sweet treat. Baked products can symbolise nostalgia, celebration, innovation, artistry, sophistication, simplicity and plenty more. Before going into business, you should give careful thought to your brand identity as a cake baker.

When designing your brand, think about:

  • what you do best
  • what your values are
  • who you want to target
  • are you keen to be reputed for environmentally friendly, organic or healthy options?
  • do you want your businesses name to be the last word in style?

Note down and develop your ideas. An exciting brand will inspire customers and make them hungry for your cake.

What Products Will You Offer?

Do you know your Blondie Brownies from your coffee cupcakes and your pistachio macaroons from your whoopee pies?

Recent years have seen the market flood with a host of inventive baked products. The customer is spoilt for choice. Many cake baking businesses achieve success in sticking to a few tried and tested unique recipes and turning them out to perfection. There is certainly something to be said for being known as the business with The Best Carrot Cake, for example. Others, however, rise to prosperity as a result of constant experimentation.

Customers may be more likely to spend on a new product with an intriguing combination of flavours and ingredients. Whether you opt for an extensive menu or a select list of firm favourites, it is vital that the products you provide reflect your brand identity. If your business stands for nostalgia and the simplicity of days gone by, it would be unwise to offer the latest cosmopolitan cake trends. You should think carefully about what you want your business to be known for and craft your product repertoire accordingly.

How Will Your Business Operate?

With so many small cake businesses setting up shop, bakers are becoming more inventive than ever. Whilst the words ‘cake baking business’ might spell out tea shop, bakery or café to some, these days confectionary companies are finding new and unusual ways to reach their customers. Cupcake delivery services have become particularly popular, as have underground afternoon tea events held in the baker’s home.

Do something different...starting up a cake business is a genuine opportunity to do something different. Furthermore, more often than not, it is those with the unique ideas which do best. You might want to make cakes for local shops, restaurants and catering companies and cultivate a regional reputation as the 'must-go-to' cake baker. Alternatively, you might think about building an engaging website and delivering your goods to homes nationwide. The mode in which your business operates is intrinsic to ensuring your company stands out from the crowd.

Finding a niche for your cake baking business is crucial to the success of your venture. Be sure not to rush into such decisions lightly: conduct Extensive Market Research, experiment and plan. Getting it right could mean the difference between a thriving cake baking business and one that proves to be a financial black hole.

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A very valid point Gracie, apart from the part about nails where you said you keep your nails short and clear polish... the EH guidelines state NO polish whatsoever.
Carrie - 11-Sep-12 @ 11:40 AM
I have been wondering why more people now are not paying attention to their appearance when they do a video online for others to watch regarding baking cakes, cookies, making icing etc. I saw one woman making fondant and kneading it the other day that was a wilton representative, and she had hair down to her mid back , not tied back or up and it kept falling on the fondant as she bent over it as well as she kept pushing her hair back with her hands and then going on to handle the fondant as she demonstrated her skills. I would not want to eat a thing from her. I also noticed today, a cake pop maker had black finger nail polish on with long nails. I know she uses her hands to form the pops. So, how do I know she does not have bacteria under her nails or other debris? I just wish people would be told if they are going to demonstrate in public, not to do these two things. I tie up my hair when I bake and ice, to keep hair out of my cake and icing, and I also keep my nails short and clear polish. There is nothing that will kill your business like finding a hair in your food or getting sued for food poisoning.
gracie - 8-Sep-12 @ 5:45 PM
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