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Sharon Muse, Founder, Amusing Treats - in her Kitchen Decorating Brownies |
When I got the opportunity to interview Sharon Muse, founder of
Amusing Treats, I got curious. Could custom printed cookies and brownies actually taste as good as they looked? Usually, they're a letdown. Fortunately, Sharon sent over a few samples and I was floored. The cookies were soft and tasty, despite being shipped cross-country in the Winter, and the brownies were deliciously chewy and chocolatey. Mission accomplished, Sharon!
But more interestingly, when I spoke with Sharon about her transition from homemaker/mom to successful entrepreneur, I learned so much about marketing and the challenges of balancing motherhood and work - something virtually every mom faces. I loved hearing not just about recipe development and the logistics of baking thousand-cookie orders, but also about how a type-A mom learned how to just let go.
Read on to learn more about Sharon, Amusing Treats, and the custom baking life...
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A Selection of Custom Cookies and Brownies from Amusing Treats |
ES: I’m so glad we’re finally
getting to talk because I want to hear about your path to founding Amusing
Treats.
SM: I was in culinary school
when I first moved to Atlanta, and after that I did a little bit of catering
and things – nothing really utilizing my craft quite yet. We got married and had kids, and I stayed
home with them for, gosh, I think fifteen years.
My sister is a consultant and asked me, “I need help doing this new
thing. Do you think you could help
out? It would be fun, you could do it
from home, it could get you back into the working life.” I was like, “yes!” And it happened to be in promotional
products. I had worked in advertising
right out of college, but never in specialty products. It’s a whole different thing. And I just found it really interesting and
fun, and the people were really easygoing and fun. Not that real competitive feeling you get in
an advertising firm – this was just a nice group of people.
But I missed cooking and baking tremendously. Baking has always been my passion, not
cooking. I’d rather not cook you
dinner. I could bake you dinner. But I literally was driving to school to pick
up one of my daughters one day, sitting in carpool, thinking, “why not put a
logo on a cookie or brownie or something like that? Those are promotional products, but they’re
tasty as well.”
I thought, “I’d rather have a tasty brownie than a pen.”
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A Promotional Cookie for an Elementary School |
ES: I know, who wouldn’t rather
get a brownie than some throwaway tchotchke?
SM: And so I literally had
that “Aha” moment in carpool, and I came home and started trying to figure it
out. I knew I had seen at the grocery
store that you could have photographs put on cake, and it seemed like there
must be a logical way to do this and I just had to figure it out. I used the little bit of knowledge I
had. I’d never done baking
professionally.
I’d always done catering things, never baking, so I worked hard to find
the right recipe to appeal to children and adults because I thought it would be
a little bit cumbersome to say, “Is this party for children? Do they want more of a milk chocolate? Or do they want more of a grown-up, dark
chocolate taste?” I feel like I got it
right and it appeals to everyone.
ES: Yeah, we were really
impressed. [Author’s note – Sharon
provided me with cookie and brownie samples so I could be fully informed before
the interview.] You usually look at this
type of thing and say, well, the point is for this to look good, so don’t get
your hopes up that it’s going to be a delicious brownie. But then it was a delicious brownie!
SM: Good! I’m glad.
I hope it’s the fun of going, “Oh look – I love that company, or I love
this photograph”… I’ve done some really
fun things, like I did pictures of a man’s twelve grandkids all on brownies for
his seventy-something’th birthday, you know, sweet, wonderful things like
that. And then it’s even better if you
bite into it and you like it. It’s even
more satisfying. I really want it to
taste good, because I’m definitely a sweet fanatic.
I thought, “why not put a
logo on a cookie
or brownie or something like that?
Those are promotional products,
but they’re
tasty as well.
I’d rather have a tasty brownie than a pen.”
ES: When you got started, there
must have been so many challenges – finding a commercial kitchen space (or did
you do it out of home), developing the recipes on a larger/industrial scale to
make larger quantities… What were some
of the challenges you came across?
SM: There were so many
challenges, like you said, and the recipe development was probably first and
foremost. Even different types of
chocolate will turn out a different brownie, and we threw away so many
batches! Now I will pay whatever they
charge for these certain types of chocolates because I know that works, that’s
going to yield what I want. I wanted a
consistent product and I wasn’t getting that at first.
I don’t scale it up in large batches.
Halloween I had a thousand sugar cookies to do, and they’re pretty much
all done in small batches. I double the
recipes, but I don’t triple them because once you do that, I’m not a food
scientist, but the ratios get wacky and I don’t feel like you’re getting the
right consistency. So it’s all done in
small batches and every cookie and brownie is a labor of love, it truly is.
ES: What is a small batch?
SM: I’d say you’re looking
at 45 cookies. A lot of it’s hand-rolled,
except I was lucky enough to have a friend who let me use his dough sheeter, so
once I got that busy, I didn’t have to hand-roll everything. I could put it through the dough sheeter,
which actually helped me maximize profit because I didn’t have some thicker and
some thinner.
I think that’s still a
challenge – how to grow from here – because it is so labor intensive and we’re
not geared for mass quantity yet. A
thousand was definitely stretching my bandwidth.
It was fun to try, and I did it, and I was really proud of myself. They were cute and hand-decorated little
pumpkins, all tied in little bags and stuff.
ES: What kind of client was
it? Was it corporate or individual?
SM: I work with a corporate
concierge company and it was their client who was an office building, and they
treat their tenants so well – they gave them the cookies and other things for
Halloween. I did some Christmas cookies
for them as well – they’re constantly doing things for their tenants – so
they’re a great client to have.
For the same corporate concierge, I’ve done a couple office buildings
in town. Everything was sort of based
out of corporate – from the beginning, I thought we had to go with corporate
because you have to sell a lot. You
can’t sort of sell one or two cookies and make a business out of it. So I hit businesses first, and have been
lucky to have some constant clients that way, and then I’m trying to branch out
into special events, like I’m doing bar mitzvahs and weddings, things like
that. That’s been fun.
ES: So do you contact event
planners to get through to the end customers?
SM: I’m getting now where
some of them have contacted me, and I’m just thrilled! I’ll say, “How did you find me?” And they’ll just say they googled. It’s branching out of people who know me, or
my friends, and it’s really exciting.
ES: How did you come up with who
to contact for these corporate concierge type contacts, and how do you approach
them? Do you just offer to send them
free cookies and they jump on it?
...Yes, I’m trying to sell you something,
but it’s also
with sugar and chocolate
and people are far more receptive –
“Oh
yeah! I’ll try that!”
SM: Kind of… I knew someone at a corporate concierge
office and I knew this was the sort of thing they recommended for their
customers and clients, so I approached them to see if this was something they’d
be interested in. I sent some samples to
their head marketing person and it kind of went from there. I’ve gotten a lot less shy about passing my
business card out.
I think the icebreaker here is, yes, I’m trying to sell you something,
but it’s also with sugar and chocolate and people are far more receptive – “Oh
yeah! I’ll try that!” It hasn’t been as hard of a sell as going
door to door.
Somehow I’ve managed to network. I listen to the radio and I heard this woman
who has a blog, and I sent her a sample and thought, “I’ll just see if she’s
interested in blogging about it.” And
she did, and she got me on the radio and TV.
So I’ve been kind of stepping out of my box that way some. Again, I think it’s easier with sugar and
candy.
ES: Yeah,
the product kind of sells itself. It’s
an entrée into most people’s hearts.
It’s something that everyone, even though they know they shouldn’t, is
always open to.
SM: I
have worked on developing a lighter cookie with Truvia, but I am more of an
indulgence – it’s not something you’re going to eat every day. I’m not trying to be. I’m a special event go-to.
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Some Harry Potter Themed Brownies |
ES: With the
printing technology, was it hard to develop the actual icing that would handle
the picture or printing the best?
SM: I
think the printing has been the largest learning curve. I take it back about the recipes. It’s completely different from what we print
with when we’re printing documents on paper.
That ink has a self-cleaner in it from HP or Canon or whoever, but the
ink that I use on food doesn’t. It’s
just pure food coloring and it clogs very easily.
You have to treat your printer – I wouldn’t say
like a baby – but you have to pay attention to it and you have to fully clean
it every other day. You have to clean it
and run it, and there is some waste in the ink, because once it’s clogged, it’s
a bear to get unclogged.
I learned that the hard way on one of my first,
biggest orders for cakes. I started
printing the photos and one of the colors started coming out wrong. Many late nights trying to figure that out.
ES: It
sounds like you’d just want to bang your head against the wall.
SM: Well
it was just so unfamiliar to me. And I
couldn’t call an IT person. I’ve relied
on a lot of people around the country who do this sort of thing. The sheets that are printed on, I don’t
make. They’re made by a few companies in
the country, and it’s basically sugar sprayed onto a stick-resistant, Teflon
kind of feeling paper. You run that
through the printer and then it peels off and goes onto the brownie/cookie/cake. It’s not that hard to do; it’s just the
maintenance of it all that’s hard.
ES: Will it
stick onto any flat icing or frosting?
SM: I
can’t stick it directly onto fondant. It
needs something gooey or soft.
Buttercream works well – it kind of blends into buttercream and will
just absorb. You can do it on royal
icing, white chocolate for the brownies.
It’s wet, so it will just sort of sit on that. It takes about a half hour to dry.
And then I like to let the images cure, because
sometimes the images will cure and bleed for some reason. Somebody’s logo will have a lot of red in it,
and the cartridges that you have… It’s
all very batch-to-batch issues. For some
reason, the cartridges that you have don’t want to hold the red border or
something – it wants to bleed – and you can’t deliver something that’s
bleeding. You have to figure it out.
ES: I’m
getting frustrated just imagining trying to do this.
SM: It
is frustrating. I was thrilled to have
the thousand pumpkin cookies because they didn’t have anything to do with the
printer – I knew I could handle that. It
was just me in production making sure the fondant was made, it was good, that I
could handle. But when things are out of
your control, it is very frustrating, and you think, “Why am I doing this?”
ES: So you
do some cookies that are frosted in a decorative way without the printing?
SM: Absolutely
– we do piped cookies all the time. The
ones for Halloween were pumpkins, and then the ones for Christmas were candy
canes, Christmas trees, and gingerbread men.
It’s really important to me that the cookie tastes good and not like
cardboard.
The royal icing will dry hard, and that’s what you
need to have that clean look if you’re doing a hand-decorated cookie, but it’s
got to taste good, so I found what I consider the perfect royal icing that’s
going to have a little bit of flavor to it vs. just that sweet, coats the back
of your teeth feeling.
And then the cookie has to be soft. For me, I like a soft cookie. I don’t want to crunch into it. It’s all done to my taste.
ES: No,
seriously, I was so impressed because when you see that sort of thing,
especially when it’s been shipped to you, you just think, “Oh it’s so pretty,
it’s not going to taste good.” But it
actually did. So you accomplished it.
SM: Thank
you so much. My husband had surgery and
somebody sent him cookies. And I thought,
“Oh good! I want to taste the
competition.” And there are some good
ones out there, I’m not saying there’s not, but this was awful! And it looked so pretty! I thought, “That’s a shame. They spent a lot of money on this. And it was just terrible.”
ES: I know –
you just assume it’s the price you pay for having a pretty cookie.
SM: And
that’s a shame.
ES: So did
you go to culinary school instead of college, or was that after college?
SM: No,
I went to college and I majored in Theater.
I didn’t really do anything with that, so I don’t suggest that. I’m telling my children, “No, you can’t major
in Theater. You have to have a
backup.” I went into advertising right
out of college, and I never really cooked much in college at all. In college it was kind of a joke, how bad I
was at cooking. But as I got out and got
my own apartment and started cooking some, it really became an interest of
mine. Then I moved to Atlanta and
there’s a culinary school here, and I thought, “I’m going to go.” I wasn’t that far into my career that I
couldn’t take time to do something different.
I was young enough, so I did. And
then I met my husband and we got married, so I kind of veered off the culinary
course for a while.
ES: When you
were in culinary school, what did you think you might end up doing with it?
SM: Well,
I knew that the restaurant lifestyle might be a challenge. So I kind of always thought of myself in
catering, where I could take jobs or not if I was overbooked or if I had my
daughter’s something-or-other to go to.
I’m a mom first right now.
It’s funny, I was just reading your article with
Jill this morning, and you got down to the questions about being a mom and
being a businesswoman. For me, I’ve
always been a mom, and now that I’m a businesswoman, I find it really
challenging to juggle both. That’s why I
started out wanting to be in catering where I could somewhat control my
schedule.
ES: It
sounds like now you have flexibility in which hours you choose to work, but you
don’t want to turn down jobs or anything.
SM: No,
I don’t. And you had asked about
commercial kitchens and when I first started out, I did rent a commercial
kitchen. But now in Georgia, they passed
the cottage industry law, where you can bake out of your own kitchen. You can bake certain things. You can’t cater, because they won’t let you
do seafood and meats and certain things, but baked goods like mine or like a
granola company you can do out of your house.
That’s been good and bad, because you can work 24
hours. I’m constantly going back to
it. You have to stop and pick up the
kids from ballet or whatever, but it’s okay.
I think I’m the more exhausted one, but I wouldn’t change it right now.
Their friends think it’s the greatest thing ever,
because there’s always something being made,
but my kids are over it.
ES: Your
house must always smell like cookies and brownies!
SM: It
does. It always smells like cookies and
brownies, and it is covered with powdered sugar or flour all the time. I’m covered with flour or sugar all the time,
and my kids are like, “Why do you wear black when you bake?” I don’t know, it’s just what I’m drawn to.
Their friends think it’s the greatest thing ever,
because there’s always something being made, but my kids are over it.
ES: Are
there ever little “extras” or “mistakes” lying around?
SM: Oh,
definitely. I bribe them that way.
ES: Is it
hard to maintain separation between materials?
You want to keep track the ingredients you buy for work vs. just home
use, I’d think, for tracking expenses.
SM: I
don’t keep that much in the house just for us, so if anything I’d dip into the
work supplies.
ES: You probably
don’t do much recreational baking anymore.
SM: Over
Christmas, I was like, “I need to make cakes to give to the neighbors and I
need to make popcorn that I’ve done in years past.” For a couple years, I stopped doing anything
that I used to do. And the kids were
like, “Where’s the caramel popcorn we used to have at Christmastime?” I was like, “Ugh, okay.”
ES: You just
probably don’t want to think about that stuff anymore when you’re not working.
SM: Exactly. And I don’t want to cook dinner either.
I think time management is a challenge when you
work from home. You know, you hear the
laundry go off, and you want to take care of it. I’ve had to really set boundaries for myself,
to say, “You’re working now. That’s what
you’re doing.” I’m not that good at it
yet, but I’m getting better.
ES: I think
that’s something that people who work independently struggle with a lot.
That’s why people tend to go to coffeeshops or somewhere else just to
escape the distractions of their own lives.
It’s unexpected and you think it’s going to be a benefit – you think,
“Oh, I’ll be able to take care of all those little errands that would always
pile up when I was working in an office.”
But if you aren’t disciplined about doing your actual work, it’s so easy
to lose track of time.
Maybe in the
office, you had a long commute or you spent a lot of time on facebook when you
should have been working, so you think, “I can use all that extra time I’ll
have now to do the laundry or drop off the dry cleaning or buy groceries.” But it’s not going to necessarily be an even
trade, and your own business is probably going to require even more time than
whatever your office job was in order to make it a success.
SM: You’re
right – the lines are blurred. Sometimes
it works out perfectly if your child calls from school and says you have to
pick them up because they’re sick – you can drop everything and do that. So there’s the pluses and the minuses. I’m still pretty new to figuring that
out. And now I have one kid driving, so
if I really need to, I can ask her to pick up her sister.
ES: Do you
have any employees, or are you still doing all these orders on your own?
SM: When
I have the large orders, I have a few people I can call. I usually know the large orders pretty far in
advance. Nobody’s going to call and say,
“Can you do 1,000 cookies for next week.”
Then I’ll try to book somebody or even two people.
But with most orders I can handle it myself. I’ve gotten pretty fast. I’m much faster than I was in years past.
ES: That’s
nice.
SM: It
is nice, but you know, I would like a brick-and-mortar someday just for the
camaraderie of it all. It’s not so
lonely, you have help consistently, and you can be more creative because you
have someone you can bounce ideas off of.
ES: When you
bring in other people, are they from the culinary school? Where do you find them?
SM: No,
no. These are just people I know who
have enjoyed baking in the past. Or I
have a really good friend who can’t bake at all, but she’ll help with the
packaging and the shipping. I’m the one
doing the baking. And that’s usually the
case – I want to make sure the product is consistent and it’s going to look
good. So I haven’t trained anyone per se
to do what I do. It’s me right now. I probably need to start doing that.
Literally at that point,
the kitchen is closed
except for cookies.
I’m like, “Don’t
even come in here
asking what’s for dinner.
Fend for yourselves! Here’s the credit
card.”
ES: How long
does the product keep? If you have 1,000
to make and they only keep a few days, do you get concerned with the
consistency between the first and last batches?
SM: That
was a big concern with that Halloween order.
But luckily they were the cookies, and the cookies really keep well if they’re
sealed really well. You can put them in
the freezer for a little bit. You can
only do it for a few days – you can’t bake a month in advance. But if you know your big decorating day is
going to be Wednesday, you can start baking Saturday or Sunday.
And literally at that point, the kitchen is closed
except for cookies. I’m like, “Don’t
even come in here asking what’s for dinner.
Fend for yourselves! Here’s the credit
card.”
And they know that ahead of time too – I am in work
mode, and they’ve been really sweet and understanding about that. You’re working more than 12 hour days on
those orders. But they’re few and far
between, it’s not like I have 1,000 cookie orders all the time. I think if that were the case, you’d have to
hire someone to make them outside. And I
don’t want to do that yet. That may be
where it goes.
We’ve had a couple really large orders.
We had a custom cookie cutter we designed for
a children’s book called
Stinky Kids.
One of the main characters,
Stinky Britt, we made a cookie cutter
for.
The author and I hope that one day,
that main character will be something you could buy the cookie cutter for and
you could buy the cookie, the books, the doll, all at once.
But I really want to stay really hands-on with
everything now to control the quality.
ES: How did
that come about? How did you meet that
author?
SM: Oh,
it was so random! I was in line at UPS
and she was a few people in front of me and she was overnighting
something. She just happened to say the
address and it was, “Today Show, something something.”
I’m one of those people who will just talk to
anybody, so I said, “The Today Show?
Congratulations! That’s
exciting! What are you sending?”
And she said, “I’m sending my book.” I was so excited for her, so we kept in
touch, and our friendship has grown and she’s a dear friend of mine.
She lives really close to me and she’s been a big
supporter of mine, as well as me of her.
So it was completely random – I just sort of butted in her business at
UPS.
ES: Well,
sometimes fate brings us people who were meant to be in our lives. You said you made the custom cookie for her –
what occasion was it for exactly?
SM: It
was for the opening of her show in New York.
She’ll order a bunch of cookies.
They’re on my website – there’s a whole gallery of “Stinky Kids”. If she has a signing at Bloomingdales or
Nordstroms, she’ll take some there. For
the opening of the show in New York, she took some.
The other custom cookies I’ve done are these feet
cookies – I have a client who’s a salesman and he always wants to get his “foot
in the door” – so he hands these out and he said it’s been quite successful.
ES: It
sounds like there’s so much potential, and you’re doing a great job in reaching
out to influencers who can get people to order from you, so you’re being very
smart about it.
SM: I
hope so. I think there’s still so much
that I haven’t tapped. I haven’t gone to
the hotels. I even think it would be
neat for hospitals – if you’ve had a baby, or if you’re sick (of course not if
you need a special diet)…
ES: It’s
always a question when to hire help to figure out strategies for expanding your
sales – but at the same time, if you’re pretty busy and you don’t want to grow
beyond your capabilities, it’s tricky.
You want to be able to meet all the orders you get.
SM: That’s
a dilemma. It’s also a dilemma as a mom
for me with my 13 year old. She’s not
driving. She still needs me to get her
from here to there. I feel like I can
grow steadily until she’s 16 and then I can make the decision, okay, are we
ready to kick this up a couple notches or not?
In 2012 I doubled my sales. I don’t know if I can do that again and
maintain sanity. I’m learning as I go.
ES: That’s
fabulous! Congratulations on that. Have you found the business side to be one of
the bigger challenges too, keeping track of accounting and all that stuff that’s
not related to baking at all?
SM: Definitely! I would love to hire all that out, and I
would love to hire all the marketing out and let me just stay in the kitchen
and bake. The business side – even just
pricing it out – my sister helps me with that.
She’s a consultant and she wanted to charge more, and I said, “I just
can’t charge that much.” And she’s like,
“Oh Sharon!”
The business side – even just
pricing it out –
my sister helps me with that.
She’s a consultant and she wanted to charge more,
and I said, “I just
can’t charge that much.”
And she’s like,
“Oh Sharon!”
But I just don’t even like taking money sometimes,
and I know that sounds so cliché, but truly I love what I do, so it’s kind of
weird to have someone pay you for it. I
mean, if you’re doing 1,000, you’re really grateful to see that check come in
and you feel like, “I really earned that.”
But when you’re just doing it for someone and you
know the backstory and it’s for someone’s special occasion, it’s just a
pleasure and it just doesn’t even feel like you need to charge. But when I charge, which of course I do, I
actually now feel like I need to raise prices.
Butter’s gone up, sugar’s gone up.
Everything’s gone up. And I
haven’t done that yet because I’m not sure how comfortable I am with that.
I’m not a businesswoman; I’ve never claimed to be. I’m learning all of this. I read a lot of blogs. There’s so much information on the
internet. I signed up for all these
newsletters, and I realized I got too bogged down in learning all this stuff
and I wasn’t implementing it. I wish I
had some more business background from college.
ES: Right,
although really, I think the best way to learn this kind of thing is on the
job. As someone who did get an undergrad
business degree, I can say that you tend to learn a lot about corporate finance
and game theory, but you don’t necessarily learn the essentials of running your
own cookie business.
SM: That’s
what I need… It’s also so hard to get
your name out there, and to manage all this social media. For me, Facebook and Twitter has not
translated into sales. Maybe once. And I don’t know if it’s just because I’m not
doing it right, or it’s not where the customers are… I don’t know.
ES: It’s not
necessarily right for every business, and I feel like we get it rammed down our
throats that you’ve got to do all this social media interaction, and it’s not
going to translate into sales for every sort of business. It’s just not right for everyone. And traditional face to face interaction and
sales like you’re doing can be so much more effective for a business like
yours.
Calling
people and sending them a physical sample of the cookies and brownies sounds
like it would be so much more effective than tweeting out something about a cookie
or posting a status update. We’re all
inundated with updates now and I just tune all that stuff out if it’s from a
company. I’d rather have the real
personal interaction with people. It’s
not necessarily right for every business, don’t you think?
SM: I
definitely think so. I think for
something like a coaching business, it can be successful. And I’ve definitely been one of their
customers – I’ll see something, a blurb, in one of the blogs I’m reading and
I’ll click through and find out
more about this and buy an ebook or a service or whatnot.
But that’s never been right for my business, and
maybe like you said, mine is more of a “back to grassroots” marketing
model. A business where I’m making
everything in small batches, it is more old fashioned in that sense. I’ve always thought, “What am I doing
wrong?”, not “Maybe it isn’t right for my business,” so thanks for saying that.
ES: If
someone’s selling you their personal service based on their intellect, like a
coaching business, that might translate better through Facebook and Twitter
than someone selling cookies, which need to taste good and look good. Every marketing channel isn’t right for every
business. It sounds like you’re doing so
much right – your sales are growing and you have a thriving business.
SM: I’m
working on it – sometimes I feel like I’m volunteering for Amazing Treats, but
other times I look back on it and say, “Okay, you are growing something really
good.” It’s not only fun, it’s growing
into a viable business. It’s exciting.
Coming from my personal background, it’s hard for
myself to think of myself as a businesswoman.
So you can be your own enemy, holding yourself back from thinking you’re
not making it in the business world – you’re just making cookies.
ES: Right –
some people may belittle it, but in reality it’s a viable business.
SM: I’ve
had somebody say, “Are you still doing your little business?” And I’ve said, “Yeah, everything’s still up
and going. It’s going really well.”
Or, “Well, I thought of you, but I decided to get a
real baker. Do you do cakes?” And I said, “Yes, I definitely do cakes. And I am a real baker – I went to culinary school.” And she said, “Oh, I didn’t realize
that.” Because people know me as a mom first. And I don’t think she meant it as belittling
as it came across, but I certainly wasn’t pleased about it.
ES: Yeah,
because that sounds pretty mean.
SM: I
thought, well, she met me as a mom first and maybe she thought of me as one of
those people who just had a hobby. And
that is how it started.
ES: I’m
guilty of the same thing with my interior design business. I’m not a natural self-promoter, and my
husband is the opposite. So he’s always
talking me up to anyone we know, and I’m always downplaying it because that’s
my natural tendency. And in reality, I
would love for my business to be bigger, and rationally, I know you won’t ever
grow if you don’t reach out of your comfort zone.
But he has
this natural gift for just going for it, saying, “Of course you could do that
million dollar project.” And I don’t
know if it’s related to being a woman or just my nature, but I never want to
oversell myself or seem overly confident because those people can rub me the
wrong way when I meet them. But there’s
a balance between believing in yourself and going overboard, and it’s
challenging to find it.
SM: I
think that’s the hard thing – believing in yourself. I fully agree with you that it’s hard to
promote yourself, that you’re good at what you do. And taking on challenges, like doing a larger
space or something that might be outside of your present comfort zone, is
scary. For me, what I immediately think
of in those situations is, “how am I going to handle this with my family?” And maybe that’s the mom thing coming out,
while your husband would right away say, “Sure!”
ES: I like
to think of it as being practical rather than “negative.” And I have to convince myself to say, “Sure –
I can do it.” And then figure out how to
make it happen, rather than turning something down because you’re worried it
will be too hard.
SM: There
you go. It’s great he’s supportive
though. You guys can be there for each
other. Sometimes I wish I were more like
your husband, and I could just go for it.
ES: I admire
that trait so much, and I try to open myself up and be more like that, but it’s
also good because we balance each other out.
The
embarrassing thing is that I did go to business school, but it wasn’t like we
learned how to run a small business – it was more theoretical or high-level.
SM: Right
– like analyzing financial data. It’s
not quite the same as, “how do you do this specific business, in a recession
mind you.”
I had to
learn to let go – that if
the laundry wasn’t perfectly folded,
or if dinner
wasn’t a gourmet meal
worthy of the teachers I had in culinary school,
the
reality is that my kids honestly
don’t even care.
ES: Right –
and marketing is so important – and that’s more than half of having a successful
business I think – being a salesperson.
And that is something that is very difficult to teach someone, myself
being the primary example of that. It
sounds like you’ve approached it in a very smart way with these contacts you’ve
made.
SM: I’m
trying to. I learn a lot, and I make
mistakes each day. It’s definitely a
learning experience.
ES: What do
you think some of the most important realizations you’ve made have been?
SM: I
would say that, and this is going to sound corny again, but you just really
can’t be so hard on yourself. I had to
learn to let go – that if the laundry wasn’t perfectly folded, or if dinner
wasn’t a gourmet meal worthy of the teachers I had in culinary school, the
reality is that my kids honestly don’t even care.
They might say, “That’s good chicken!” And I’m there saying, “That’s pork
tenderloin, that’s not even chicken.”
Why am I beating myself up over this?!
I’ve learned to let go of the small things and I
had to learn to live in the moment a lot more, to tackle what’s due now. I used to plan Christmas six months in
advance. That’s just gone by the
wayside. That’s been a big lesson,
learning to live in the moment. That’s
been a huge gift, lesson, painful to learn, but at the same time really
rewarding. Finally, I get it. It was not something that came easy.
For me, when I became a stay-at-home mom, I poured
myself into it. So the laundry being
folded was important. But now I’m like,
“Why am I obsessing over this? Either
it’s folded or it’s not folded. They can
fold it themselves. They’re old enough.”
I guess to sum it up, it’s to say not to overfunction
in certain areas that are just unnecessary, and that are probably a disservice
to my kids. It’s better for them to
learn to do certain things on their own.
And they’ve been the biggest supporters. One
day a couple years ago, I was just done.
I was sick of cookies. I was sick
of brownies. The chocolate brownie recipe
was really difficult to get just right, and I just said, “I quit.” And my daughter was so funny – she said, “You
can’t quit, mommy.” She goes, “You’re
doing this. This is what you love to
do.” And I thought, “I can’t quit. My daughter’s watching me. Let’s figure this out.”
ES: You’re
setting such a good example for your girls as a woman businessperson.
SM: I
hope that they will learn earlier on than I did to find a passion and follow
it. This really didn’t happen until I
was forty. If I can give that to them,
that would be awesome.