PastryScoop.com How to Start a Business Chat Transcript

Mark Ballard of Sugardaddy's Sumptuous Sweeties and Cindy Renzi of The French Culinary Institute
Wednesday, April 19, 2006

<Judiaann_PastryScoop> Welcome to today's chat! I'm very delighted to introduce our guests today. Cindy Renzi from The French Culinary Institute and Mark Ballad from Suggardaddy's!

<Mark_Sugardaddys> Good afternoon, everyone! It's an honor and pleasure to be here.

<Judiaann_PastryScoop> Please feel free to ask any questions that you might have...

<Judiaann_PastryScoop> Mark, you're like a poster child for turning a great idea into a profitable business.

<Mark_Sugardaddys> Thank you!

<Judiaann_PastryScoop> Can you tell everyone a little about how you got started?

<toujour> Mark, could you start from the beginning? Your idea, your hunt for financial backing?

<Judiaann_PastryScoop> Also, Cindy can answer any questions that you have about opening up your own business, too.

<Mark_Sugardaddys> Okay!

<Mark_Sugardaddys> We started Sugardaddy's with the Premise of 4 P's: Premiere Product, Premiere Packaging, Premiere Presentation, Premiere People.

<FCI_JockGrundy> That is 8 P's!

<Mark_Sugardaddys> We've taken an identifiable product and modernized it to compete in the luxury gift market.

<Judiaann_PastryScoop> I love those edgeless brownies... such a great concept. And your packaging is so nice as well.

<Ling> I'm planning on taking The FCI's amateur pastry program this coming July in hopes to learning some basic skills. I hope to one day have my own cafe. Will that program be sufficient? Or will I eventually need to take the 9 month program?

<FCI_JockGrundy> Hi, Ling. This if Jock Grundy from The FCI. 100 hours is not a lot of training if you plan to open your own business. I am at jgrundy@frenchculinary.com.

<Ling> Jock, so you're saying eventually I'll need to take the 9 month course correct? My ideal cafe is very small actually.

<FCI_JockGrundy> Ling...Yes, I think so. We should discuss this off the chat in greater detail. I took the short pastry program here at The FCI! My direct number is 646-254-7532.

<Raina_PastryScoop> Mark, how many people were involved in the initial development and start up? You have a partner, right?

<Mark_Sugardaddys> Two of us started the biz.

<Chloelee55> What an awesome site you have Mark!

<Chloelee55> Did you initially take it to the web? Has that been a huge market for you or is that icing on the cake, so to say?

<Mark_Sugardaddys> Our online store, www.sugardaddys.com, is our main venue.

<Mark_Sugardaddys> We do have a catalog and a 1 800 number: 1 888 4 i want 1.

<Chloelee55> So when you went public with the idea, was it all encompassing or was it a shop first and then you moved on to other markets?

<Mark_Sugardaddys> We started with solidifying the product and production processes. This all occurred while we were developing the website.

<Mark_Sugardaddys> However, long before ALL of this was MARKET RESEARCH!

<janet2004> What type of market research?

<Mark_Sugardaddys> It's critical to know who will be your customer and what your product will be to make something that is fresh and new without being so avant-garde.

<Mark_Sugardaddys> One of the key tenants in all of this is CAPITAL.

<Lisa> How much capital does one need?

<Mark_Sugardaddys> To build our production kitchen, call center, and factory store, we spent $100K.

<Judiaann_PastryScoop> Does one need a business license before they can sell products to the public?

<Mark_Sugardaddys> We are licensed through the state health department locally and for shipping nationwide. Also, with the state fire marshall.

<Chloelee55> Did they do the testing on the products? Or did you do independent testing? Did you have lab testing on your product for portability?

<Cindy_FCI> You can sell any "safe" product—as we all know it doesn't necessarily have to taste good but it helps.

<Chloelee55> Cindy, I am just thinking about shelf life. That should be important, especially for shipping!

<Cindy_FCI> To extend shelf life, you need to integrate a preservative. It's a choice. It depends upon your ultimate goals and what you are trying to achieve—local fresh product daily or pre-packaged shelf stable or both.

<Chloelee55> Did you try working out of your house first or did you have to find a commercial kitchen right away?

<cakenouveau> Good question with the at home work.

<Chloelee55> Some states will allow in-home commercial kitchens. You should check out your state laws.

<Cindy_FCI> You need to be inspected and obtain operating licenses and certification by the Board of Health.

<Cindy_FCI> A good website for information on this is the NYS BOH site: http://www.health.state.ny.us/.

<Mark_Sugardaddys> We took the plunge and built our space because we did not want to be caught in the situation of having more orders than we could manage. This has been a very smart move.

<cin> I would like to open a pastry shop/café. How do I go about leasing restaurant equipment?

<janet2004> I have looked into leasing and it is very costly. Have you tried used equipment?

<Mark_Sugardaddys> We tried used equipment and ended up getting new as the temperature regulation was terrible.

<Ling> How about pastry ideas? Does everyone sit in and just brainstorm new ideas for cakes?

<Ladiwolf> Cake ideas come from everywhere... nature, books, people, art, clothes…

<SweetCaroline> I am in the process of setting up an internet business and I'm stalled because I can't find a commercial kitchen. Do you have any suggestions about where to find one?

<Mark_Sugardaddys> We found our space by asking others in the area. We found a bakery that was going out of business.

<Judiaann_PastryScoop> Cindy, any tips for people trying to locate commercial space?

<Cindy_FCI> You can try to rent space from an existing restaurant that is closed on the weekend or overnight.

<Ladiwolf> Finding a commercial kitchen to use is tricky. If you have a friend in the biz who doesn't open till later or is closed at night and would share, you could rent on the opposite times as long as both agree to work clean.

<Mark_Sugardaddys> The key to sharing space is to be very clear about what processes and timing you will need. You also need to project your demand.

<Raina_PastryScoop> Also, I know a lot of catering kitchens will rent out space since their busy times can be irregular.

<cin> Any good vendors for restaurant equipment?

<Mark_Sugardaddys> Our equipment vendors are local and carry national brands.

<Judiaann_PastryScoop> Each city will have their wholesale restaurant supply stores. You can find great bargains there on new and used equipment and supplies. Just check your phone book and internet for local listings.

<jo> Mark, could you talk about market research, focus groups, etc?

<Mark_Sugardaddys> Research started with friends and family but took the route of independent people/groups.

<Mark_Sugardaddys> We did this for product, presentation, and packaging.

<jo> Did you hire someone to do the research?

<Cindy_FCI> Brainstorming with friends and family is one of the best and least expensive ways to start market research.

<Judiaann_PastryScoop> Also, it's a great idea to work for a business similar to the one you plan to open to get some ideas (not to steal ideas) but to get a sense of procedures, how they do things, tips, vendors, what not to do, etc. The time spent is worth the investment.

<Mark_Sugardaddys> We started our business with a vision. What do we want to be? Where will we do it? What will be our product?

<Lisa> Mark, what did you do before you stated Sugardaddy's?

<Mark_Sugardaddys> Before Sugardaddy's I was in apparel retail with companies like Victoria's Secret, Banana Republic, and Ann Taylor.

<janet2004> Nothing in the food area?

<janet2004> Do you do any of the baking? Or are you the idea person?

<Mark_Sugardaddys> My partner is a terrific baker. We combined talents. Then, hired a trained chef.

<Mark_Sugardaddys> I do not bake. Tom and Mark, our executive chef, do all baking. All is made to order. We do not freeze.

<Ling> That was quite a jump you made Mark from fashion to pastry.

<Judiaann_PastryScoop> Creativity breeds creativity...

<Mark_Sugardaddys> Yes, but our brand and product is very fashion oriented. We've created the Couture Brownie (R).

<Ling> Yes, I heard lots of designers are going into the wedding decoration field because they have "design" talent.

<Chloelee55> Great to hear that you don't have to have a cooking degree to do this kind of business...

<Raina_PastryScoop> Just goes to show that you need business sense, not just kitchen skills, in order to be successful.

<Mark_Sugardaddys> What you must have is passion and true perfection, attention to detail, PLUS business acumen.

<Ling> There are so many cafes out there, how would you market yourself if you're just starting one now? Is it much more competitive now than before?

<Mark_Sugardaddys> Again, spend ample time writing the biz plan. Spend time doing market research. Spend time figuring out your costs. Spend time projecting sales.

<Ladiwolf> What is your opinion on going into biz with a friend?

<Cindy_FCI> Going into business with a friend is great but keep in mind, it is like a marriage—there are ups and downs.

<Mark_Sugardaddys> Agreed about the marriage. We might as well be!

<Cindy_FCI> It doesn't hurt to lay everything out on paper just to be clear about goals and who's doing what.

<Ling> I know lots of friends who started a business together ended up being enemies.

<sara_Mackenzie> Did you end up sticking to your business plan 100%?

<Cindy_FCI> Keep in mind that a business plan is an evolution and it's okay to keep changing it as you learn or your ideas change.

<Mark_Sugardaddys> I have seen way too many recipes for disaster because of lack of planning.

<Ling> Goals tend to change in time. And it's usually the money that's causing the problem.

<Mark_Sugardaddys> It takes time, money, talent, vision, and passion.

<Chloelee55> Can I ask if you are in the black yet or are you still working on paying what you initially invested?

<Mark_Sugardaddys> Not in the black totally. However, we have had two months of being in the black.

<Judiaann_PastryScoop>Any guidance on the business plan topic?

<Cindy_FCI> A business plan helps you to focus your ideas.

<sara_Mackenzie> I agree with business plan focusing ideas. I just went through that and learned a tremendous amount.

<Mark_Sugardaddys> Start with a clear proposition/clear product/clear vision.

<Cindy_FCI> Also keep in mind that a business plan can take any format. It can be a very short business summary (not recommended) or 1,000 page thesis or anything in between.

<Cindy_FCI> We have a course here that helps with creating a business plan—it is called Opening and Running a Restaurant. Details are on our website, the next class start is in January.

<Lisa> Where can you get help in writing a business plan?

<rat0425> I've recently found business plan software on the internet called Business Plan Pro 2005. It takes you through the steps and gives sample plans.

<Raina_PastryScoop> One of the people chatting with us later in the series is with the Small Business Administration. Their site, www.sba.gov, has a ton of information.

<Raina_PastryScoop> They also have a crew of volunteers who can give you advice by email and they have local meetings, too.

<BP> Any thoughts on how to determine if your market is big enough to support an ongoing business which, I hope, includes some profit?

<Judiaann_PastryScoop> It's good to set yourself apart in some way from the competition. Perhaps with a creative product, presentation, etc. There is always room for good food businesses but you'll need to give people a reason to select your goods over someone else's.

<Mark_Sugardaddys> We call that the VALUE PROPOSITION.

<Ling> Should we start out catering from home first and then open a cafe? Just to test the water?

<Mark_Sugardaddys> Home can help as a start, but be prepared. We did not want to move in the course of our startup should business take off (which it did).

<janet2004> Ling, I have started in the local farmers markets and I am now considering opening because this year I have customers who ordered all through the year.

<Mark_Sugardaddys> Janet, terrific evidence that you have something that is wanted.

<Cindy_FCI> Also be aware of the legal aspects of working from home.

<Chrissy3> Is it legal to sell baked goods made from your home kitchen?

<Cindy_FCI> You need to get the same inspections in order to sell food to the public.

<Cindy_FCI> You need to adhere to the same EXACT regulations that you would if you are a restaurant or commercial kitchen: floor drains, temperature control, exhaust hoods, fire suppression, etc. Most homes aren't equipped that way.

<Mark_Sugardaddys> Thanks, Cindy. That is SO CORRECT!

<Ling> Do you know where I might be able to get some information on opening a cafe in Toronto, Canada? Are the regulations similar?

<Cindy_FCI> Try checking out the local Board of Health website or governmental regulations. That should be a start for Canada.

<Ling> Thanks, Cindy! I'll check out the website.

<Judiaann_PastryScoop> Each state and country has local small business administrations that can provide valuable resources for what you need to know and what licenses you'll need to get started. I would also ask other local businesses for advice.

<Ling> To work from home, I'll need inspectors to come in prior to catering?

<Judiaann_PastryScoop> Yes.

<Mark_Sugardaddys> That's also why we did not revamp our homes. In the end, why build out two kitchens?

<Ling> The reason for other people to select your goods is the hardest to find. If you have great products but only a so-so location, that's not good.

<Ling> Great locations = more rent.

<FCI_JockGrundy> Location, Location, Location...

<Mark_Sugardaddys> LOCATION is critical if you are retail!

<janet2004> I feel that it is sometimes better to start out small in a great location and pay the extra money. It pays off.

<Mark_Sugardaddys> Janet—excellent.

<Raina_PastryScoop> Ling, don't forget about selling over the internet. That's really changed things for a lot of businesses. It's not for everyone, but you can sell to a much wider market.

<Mark_Sugardaddys> If you are only internet, then you can be in the back of an industrial park. However, think about sell-offs to the public. Therefore, where do you want to be? Also, your image is a consideration.

<Judiaann_PastryScoop> If you choose not to open a retail shop, you can seek out locations in more industrial locations which may help reduce your rent but then you'll need to secure some steady wholesale accounts.

<Judiaann_PastryScoop> With the chocolate business in particular, a few big (and regular) accounts can really support a small business.

<Mark_Sugardaddys> Judiaann—perfect!

<MaVieEnChocolat> Don't forget product liability insurance.

<Mark_Sugardaddys> We are set up as an LLC—Limited Liability Corporation. Plus we have insurance to cover product.

<MaVieEnChocolat> Could you explain why you chose that business structure LLC?

<Mark_Sugardaddys> It's easy to set up. It protects you from losing your personal assets.

<Cindy_FCI> Speak to a lawyer regarding options, but an LLC seems to be recommended 9 times out of 10 for small businesses.

<Lisa> Mark, do you have a no sugar added or sugar free line of brownies? It is so hard to find anything that is good.

<Mark_Sugardaddys> No sugar free at this time. It's not a big request.

<janet2004> Mark or Cindy, if you could do one thing different from the course you have chosen what would it be?

<Mark_Sugardaddys> Don't expect miracles overnight. Stay true to your brand and product. Don't let friends tell you what you should do.

<Cindy_FCI> Starbucks seems like an overnight success but has been around since 1980 and they had some tight years to start.

<Cindy_FCI> Choose the right partners.

<Mark_Sugardaddys> Yes. Your people ARE CRITICAL!

<Mark_Sugardaddys> Again, our model is Premiere PRODUCT, PACKAGING, PRESENTATION, supported by PEOPLE!

<Cheng> Mark, you mentioned you hired a professional baker. How do you keep him/her?

<Mark_Sugardaddys> We keep our chef with good pay, good working conditions, and daily APPRECIATION.

<Cindy_FCI> Your staff will treat you like you treat them.

<Mark_Sugardaddys> Our chef is saying "temporary insanity" keeps him here! HA!

<janet2004> Another important factor is to listen to what your customers want?

<Mark_Sugardaddys> Yes, we want our business to be adored by our customers and our people.

<Ling> Janet, I'm in design and sometimes we would like to take control of the design instead of the client. It seems to be opposite in the culinary world.

<janet2004> I have control over what I make, but I also listen to what the customer wants since they are going to be purchasing it from me!

<marlene> I am an avid home baker/cook and am considering taking classes at a culinary school to learn how to work in a professional environment—hoping some day to have my own bakery/cafe type spot. Is the culinary training a good idea?

<Mark_Sugardaddys> Culinary training is important. We have a trained chef.

<Mark_Sugardaddys> Training/experience and talent are key. Then, the ability to take that commercial.

<Cheng> Why do you say culinary is important? Many people actually think internships and learning from the chef add more value.

<Judiaann_PastryScoop> Learning from a chef and interning are great ways to build your experience but it also helps to have a good foundation in your craft.

<champy> I have a culinary arts degree. Do you think it wise that I continue to get a degree in restaurant management if I want to establish a business?

<Cindy_FCI> Training in any area is never a bad idea.

<champy> Ok. Thank you.

<FCI_JockGrundy> Pastry in particular is technique driven and the training a school (like The FCI!) has to offer is invaluable!

<marlene> Thanks FCI folks. I also looked into your fine school, but it's a little too far and too much money for me right now.

<BP> I live in a small city and I would like to start a chocolate shop, but I am concerned the demand is not adequate. What can I do to estimate the demand for my product?

<Cindy_FCI> Estimating is also called guessing—is there a similar type shop in a nearby town?

<BP> Yes, but I'm not sure whether they are truly paying the bills.

<Cindy_FCI> A way to estimate is to view a similar business and observe them. Also, look at what they do right and wrong and try to improve upon it.

<Judiaann_PastryScoop> There is a great article in this month's Food Arts about two different chocolatiers and how they got started. You should check it out. The article features Thomas Haas and Jacques Torres.

<Chloelee55> Who has been your most exciting customer so far? Are you amazed at who hears about you from word of mouth?

<Mark_Sugardaddys> Trump is our most exciting. Actually, they all are.

<Dana> How do you get your name/product out there? Mostly working with wholesale clients?

<Mark_Sugardaddys> We are getting our name out there with editors. Also, with high-end companies that do gifting.

<Chrissy3> How can I go about getting investors for my business?

<Cindy_FCI> Investors are key. There are angels which are family and friends who like you, there are people with excess money looking for a place to invest for a good return, or venture capitalists who lend you money for a piece of the business. Then, there are always bank loans and credit cards.

<Cindy_FCI> You need a business plan to present to investors that shows you think you will make a profit.

<Mark_Sugardaddys> Cindy, great point!

<Chloelee55> What do you do with the leftovers... seriously? I see how the process is done on your website. Looks like there might be bunches left over!

<Mark_Sugardaddys> We sell and market it as Sugardaddy's Pocket Change! We then upsell it with a Trifle Bowl and a Trifle Bowl Party guide.

<Chloelee55> Very cool! :)

<Mark_Sugardaddys> We are about FUN! We have literally hundreds of orders for it.

<Chloelee55> Oh yeah! I see it here. Hummm, might have to try some of that :)

<Mark_Sugardaddys> We also sell overruns at our Factory store.

<Mark_Sugardaddys> All leftovers are sent to the Mid-Ohio Food Bank.

<Ling> Cholelee55, bakeries should trash all leftovers, no?

<Chloelee55> Ling I would eat them all LOL :) Why can't I live in OH!?

<Judiaann_PastryScoop> Suggardaddys products are available online. They can ship to you!

<Ling> Chloelee55, I'm afraid you'll have to work out 24/7 if you do plan on having all the leftovers :)

<Mark_Sugardaddys> I do work out! LOL!

<Chloelee55> I bet... working hazard! :)

<Judiaann_PastryScoop> It depends on the product but finished products that are supposed to be fresh should be fresh, but most bakeries make products on a schedule and "finish" products as needed. For example, you might make buttercream once a week but only decorate the cakes that you plan to sell that day, etc.

<Mark_Sugardaddys> You have to find what is the right product and process for you, but your CUSTOMER is the final judge!

<Mark_Sugardaddys> We bake only to order. We ship only overnight.

<Ling> How does it feel when the client hates your products? How do you go about it?

<Mark_Sugardaddys> We have not had one person hate our product. The price is another thing!

<Judiaann_PastryScoop> You can't please everyone in any business.

<Cheng> Do you have any secret recipes? How do you go about protecting it?

<Mark_Sugardaddys> Our recipes are secret. All of our partners sign nondisclosures.

<Judiaann_PastryScoop> Nondisclosures are a good idea. There was a big war in NYC about local cupcake shops stealing recipes and concepts!

<Cheng> That includes your chefs? If your chef leaves you, will he/she be able to use the same recipe for another company? People who work for you are not suppose to divulge the recipe nor start a business using the recipe?

<Mark_Sugardaddys> Chefs cannot take our recipes or there will be a legal suit.

<Cindy_FCI> Recipes can't be trademarked or copyrighted as one pinch difference. It becomes a different recipe, so bottom line is, yes. You can protect yourself as Mark did and work with good people who don't do that.

<Mark_Sugardaddys> Cindy is correct. We found this out!

<BP> Going back to Cindy's point, since you cannot trademark a recipe, it makes the packaging and experience a critical aspect of the product. You can protect a logo or a "look." You cannot buy a reputation.

<Mark_Sugardaddys> Everything we have done is copyrighted, registered as trademarks, and we even have a patent pending on our packaging.

<LV> Do you get special rates to ship overnight?

<Mark_Sugardaddys> We do get special rates. But, we are selling the FRESHNESS factor. People are willing to pay when they know there are NO Preservatives.

<Cindy_FCI> People will always pay for quality.

<janet2004> I have found that out as well. People like no preservatives and freshness is a big seller!

<Cindy_FCI> Once you establish a following, people will be back and word of mouth is gold.

<Judiaann_PastryScoop> Also, it's important to think about how products will stand up to shipping. Some things just don't ship well, regardless of how protective the packaging.

<Mark_Sugardaddys> Judiaann is correct. You must be clear about what you will tolerate; and what are your STANDARDS.

<Mark_Sugardaddys> People are really getting tired of "packaged" products.

<CarolynB> What do you mean by tired of "packaged" products?

<Mark_Sugardaddys> People are tired of goods made weeks and months ahead of time and then frozen or preserved and sold months later.

<Ling> I sometimes wonder how long those M&Ms been sitting in the supermarket.

<Mark_Sugardaddys> VERY LONG, Ling!

<CarolynB> Can you expand on shipping prices, who you use, what kind of arrangement you have?

<Mark_Sugardaddys> DHL was willing to work with us. We have a contract with DHL. If they mess up; THEY PAY!

<Judiaann_PastryScoop> It's important to have a good relationship with your shipper.

<Mark_Sugardaddys> We give the product to the customer IF it does not arrive on time. Plus we send a second one.

<Chloelee55> That is great that you are so pro-customer... I am sure it pays off!

<Mark_Sugardaddys> WE exist because of our customers!

<Ling> Do you have to pass inspection on how you ship too?

<Mark_Sugardaddys> If your product is not hazardous, you are fine shipping it except for wines, etc. That's a whole different chat session!

<Judiaann_PastryScoop> I think it's a good idea to include a note saying "best enjoyed by X date." Some people have no idea why a brownie doesn't taste the same after two weeks. This is important if you do not use any artificial preservatives.

<Mark_Sugardaddys> Since we ship at 7pm to arrive before 12 noon, no issues there. We have also incredible packaging.

<Mark_Sugardaddys> We put a sticker on the inside saying, "BAKED ON X. SHIPPED ON X." They both match!

<Mark_Sugardaddys> Although we do ship, we sell to the public via our Factory Store.

<Judiaann_PastryScoop> Mark, I noticed that you've trademarked some product names and phrases. Can you share with the group how you went about getting your TM?

<Mark_Sugardaddys> We worked with at TM attorney. The best in the country. Scott Fields with NIPRC.com

<Cheng> Is it worth it to pay so much to get the TM for your packaging?

<Mark_Sugardaddys> Cheng, if you think you will be knocked off. I learned this in apparel.

<LV> How big is your facility?

<toujour> Where is your factory store located? I live near Columbus.

<Mark_Sugardaddys> We have 1200 square feet. We are west of Polaris Fashion Place. Click on our map at www.sugardaddys.com.

<toujour> Thanks!

<Raina_PastryScoop> Mark, can you tell us more about how you raised capital?

<Mark_Sugardaddys> I was fortunate to have raised capital for 20 years of working in the specialty retail apparel. Plus investments. However, we are thinking about an expansion concept and needing more capital.

<Chloelee55> Were there standards as far as how big your commercial kitchen needed to be—shop versus cooking space?

<Mark_Sugardaddys> We projected our footage based on our projected orders/volume. Again, all is made to order.

<Cheng> How did you derive your projection? On what basis?

<Mark_Sugardaddys> Cheng, it's a lot of operational math.

<Cheng> How do you know which brand to select and how to select the suitable equipment for your kitchen?

<Mark_Sugardaddys> All brands have test kitchens. We baked our product on all types of brands until we found the right one.

<Chloelee55> That is good to know... didn't realize that about the test kitchens. I guess that's in the US?

<kathysam> Is it better to buy or lease equipment initially?

<Mark_Sugardaddys> There are some great lease programs. We wanted to buy.

<Judiaann_PastryScoop> Talk to other end users of equipment and ask them for their recommendations. Commercial equipment is different than a lot of home equipment but you'll need the horsepower of the industrial machines if you plan to produce any product in large quantities.

<Mark_Sugardaddys> Your recipes will change too as you create larger batches.

<Judiaann_PastryScoop> Yes! That's where experience and technical knowledge will help you. Baking commercially and baking at home are different/

<Iris> How do you calculate a larger recipe or smaller for home use?

<Mark_Sugardaddys> Projecting recipes is a science. Our chef had training in that.

<champy> What do you mean projecting recipes?

<Mark_Sugardaddys> Projecting recipes—taking it from producing 12 brownies to 200.

<marlene> Does professional training give you the knowledge of how to go from home baking to mass quantities?

<Mark_Sugardaddys> Commercial baking IS different. We were ready to pull out our hair at one point until we landed on the right alterations.

<Judiaann_PastryScoop> Most of the time you can decrease the recipe but the baking times and temperatures may change. As will the leavening in a recipe.

<Judiaann_PastryScoop> I find that converting recipes into weight (grams in particular) to be a helpful. It's very easy to increase and decrease recipes in grams. Also, when working in large quantities, it's important to weigh your ingredients for the most accuracy.

<Mark_Sugardaddys> Grams are ESSENTIAL! Thank you, Judiaann!

<Iris> So, an amateur home baker would need training?

<Mark_Sugardaddys> Training can come in many ways. PRACTICE is one of them. Aprenticing. Classes.

<Iris> Thank you.

<FCI_JockGrundy> If anyone would like info on the classes here at The French Culinary Institute please email me your name and address at jgrundy@frenchculianry.com. My name is Jock Grundy, Associate Director of Pastry Enrollment, 646-254-7532, toll free @1-888-324-2433.

<smak> Very helpful, thank you.

<Mark_Sugardaddys> The FCI is excellent!

<janet2004> Is there a way to get a printout of this chat to reread at a slower pace?

<Mark_Sugardaddys> Janet, I agree. It's like fireworks here! HA! I hope this is helping.

<janet2004> It's helping but I get lost!

<Raina_PastryScoop> Janet, we'll post transcripts from all three chats at the end of the series. Check the site in June.

<janet2004> Thanks for the info.

<janet2004> Mark, continued success in your business!

<Cyn> Once your internet-only product and business are all ready to go, how would you start advertising?

<Mark_Sugardaddys> We started advertising locally in print. Word of mouth is critical!

<Ling> How do you keep getting new recipes? Trial and error?

<Mark_Sugardaddys> Trial and error is one way. However, get your basics down.

<Chloelee55> Thanks so much, Mark... Good luck on all of your future endeavors :)

<Mark_Sugardaddys> Thank you!

<Ling> Everyone is into organic these days and I recently bought organic chocolate from Whole Foods. Are the ingredients more pricey?

<Iris> That can get very expensive when you use only pure fresh ingredients.

<Judiaann_PastryScoop> Good ingredients = good products.

<Mark_Sugardaddys> Organic IS expensive.

<Raina_PastryScoop> But you can charge more for organic products, right?

<Judiaann_PastryScoop> If you use organic, be sure to tell your customers. They will take that into consideration with the price.

<Mark_Sugardaddys> Do we have to end at 1? I want to help in every way possible.

<Cheng> This is really too short.

<Mark_Sugardaddys> I am honored to be here.

<kholzmann> Mark, quick question. Where do you look for packaging?

<Mark_Sugardaddys> We created our own. Then we found sources online to execute.

<kholzmann> Okay, I'm trying to figure out the whole packaging dilemma.

<lynette> Hi, Mark. Sorry to ask you an "off-tangent" question. Have you ever considered setting up shop overseas, say, on a franchise basis or something?

<Mark_Sugardaddys> We are considering franchising.

<Chloelee55> Would love to hear more about the franchising.

<Judiaann_PastryScoop> Unfortunately, we're just about out of time...Thank you all for joining us today!

<Judiaann_PastryScoop> THANK YOU to Mark and Cindy for joining us today!

<Cheng> Thanks Mark & everyone.

<janet2004> Have a great day!

<Ling> THANKS!!

<champy> Thank you guys

<Mark_Sugardaddys> This has been fun. I wish you all the very, very best.

<Chloelee55> Thanks to both of you!

<FCI_JockGrundy> Thanks to Mark., aka Sugardaddy's, for all the great info today!

<Chloelee55> Bye!

<Judiaann_PastryScoop> Be sure to check out Mark's website at www.sugardaddys.com.

<Chloelee55> Mark, I will sign up for your newsletter

<Mark_Sugardaddys> Check out the lower navigation bars. Join Sugardaddy's Little Black Book (upper right hand navigation). www.sugardaddys.com

<Chloelee55> Thanks!

<Ling> Good luck to everyone!!!

<lynette> Thanks, Mark.

<Cheng> Cindy, please consider extending future chats.

<Cindy_FCI> I will, thanks for joining us.

<Judiaann_PastryScoop> Join us for our next chat in this series: Wednesday, 4/26, same time.

<Judiaann_PastryScoop> All chats are one hour in length but join us for the next two chats on this topic: 4/26 and 5/3.

<FCI_JockGrundy> Don't forget to visit www.frenchculinary.com for info on our pastry and bread classes and opening your on biz class, etc.!

<lynette> Have a nice day and all the best!

<Mark_Sugardaddys> Terrific! Thank you all!

<Raina_PastryScoop> Mark and Cindy, thanks! Great info.

<Cindy_FCI> Thank you everyone.

<Judiaann_PastryScoop> Also, we will post these transcripts along with other others on our site soon.

<Mark_Sugardaddys> Don't lose your passion and vision!

<Judiaann_PastryScoop> Will do! Thanks again everyone! Happy baking and best of luck to you all in your future businesses!

<Mark_Sugardaddys> Cindy, Judiaann! Thank you!

<lynette> Thanks to ALL at The FCI!

<FCI_JockGrundy> Thank you Lynette!

<FCI_JockGrundy> Let's face it... PastryScoop.com ROCKS! Great event on Sunday May 21st here at The FCI with over 12 world famous pastry chefs!

<Mark_Sugardaddys> LOL!

<Mark_Sugardaddys> PastryScoop.com is incredible!

<Judiaann_PastryScoop> Aw, shucks.

<Ling> Thank you and happy baking.

<Mark_Sugardaddys> Cindy, you were the BEST!

<Judiaann_PastryScoop> So much love... Must be all the sugar. Ha ha.

<Mark_Sugardaddys> Judiaann, this is an amazing service.

<Ling> YEAH! :)

<Mark_Sugardaddys> Do we have to end?

<Judiaann_PastryScoop> Okay. We have to let Cindy and Mark go now... Thank you again!