From Brand to Business

As some of you may know, I’ve had CakeSpaz for over 15 years, and let me tell you – as much as I love it, it’s not been easy. Even after graduating from the Culinary Institute of America back in 2015, owning your own business is not an easy task. The Culinary Institute of America gave me incredible skills to be an accomplished pastry chef, but the focus on small business ownership was limited. Sure, there were classes we had explaining how to write menus or plan a restaurant opening, but there were lots of holes still left. The Culinary Institute of America is a world-renowned school, so I completely understand why they maybe didn’t go into incredible depth about the policies required and hoops to jump through as a small business owner. Each state is different, heck, every county and even city can be too. So over the past few years, I decided to look into my community’s offerings.

CakeSpaz with the Alchemist Microenterprise Academy Instructors

In 2024, I applied for Roseville Rising's Food Entrepreneur Program – a Roseville Growth Factory program in its first year focusing on food businesses – and I was lucky enough to be selected. The ten week program provided opportunities to connect with other new business owners in the Roseville area. Though a little far from me (with CakeSpaz located here in Elk Grove), I knew it would be worth the time and the hour drive each way. And boy, was it. This program was incredibly helpful in getting connected with the Roseville community, and I ended up resonating with a lot of their guest speakers and connecting with them outside of the program.

Additionally, a lot of students in this program were in different stages of their business – some just a concept, some ready to expand – and I was constantly encouraged by their feedback. This is where my Cottage Food Operator permit came in. A few of the program speakers got their starts this way, and although I struggled with the limitations (no fresh fruit, no sauces, no compotes, etc), it really did present an exciting opportunity to focus on my business in a new way. By the end of the program, I was presenting a CakeSpaz pitch deck to a selection of investors as well as the Roseville community at large. Thanks to the Roseville Growth Factory’s encouragement, I applied for the Cottage Food Operator’s permit with the county, and though it took some time, I was eventually approved. Exciting!

Chef Haley presenting CakeSpaz's pitch deck at Roseville Rising's first ever Food Entrepreneur Program graduation

Since then, I looked at my business in a new way. I needed to find a way to advertise my new (somewhat limited) products and make them as enticing as possible. I knew the flavor was there, and once guests tried my products, they would be sold. But how could I find orders? One word: Marketing. I decided to look into some local community colleges for guidance. If I could increase my knowledge and practical skills in marketing and digital design, I’d likely find more success. With the help of American River Community College, I was able to dive in further and really hone my related skills. I’d played around with Photoshop and other design software in the past, but never really had much formal training around it. So again, I took the leap. 

Through some small business and digital marketing classes, I was able to learn about how SEO worked, how Google Analytics affects my business, how business plans are built, and so much more. I’d like to offer a special shoutout to both Professor Wheeler and Professor Hayes, as their instruction and passion helped me become much more confident in my business and see my digital marketing in a new light. Professor Hayes also inspired me to finally take the leap with ChefHacks, which had been an idea incubating in my head for over a decade. With newfound business practices, as well as Adobe InDesign, Photoshop, and even Illustrator knowledge under my belt, I faced CakeSpaz with renewed excitement and a new set of eyes.

While finishing up these college classes, I recalled an interaction I had at the Growth Factory in Roseville. One of the speakers there, LaQueanya Henry – owner and operator of Sugar Coated Cupcakes – shared her story, starting from home as a Cottage Food Operation, and how she found the success to open her own shop. I spoke with her after our class and was encouraged to check out something called “Alchemist Kitchens”. Alchemist… I recognized the name, I’d come across it a few times when looking for commissary kitchens here in the Sacramento area. Their commissary kitchen was a little different than the rest around here; I knew they were reasonably priced and community forward. I also knew the waitlist to even try to get a spot in their kitchen was constantly full. Still, it had been a while since I checked them out last, so I decided to look into their website again. Little did I know the gem that was hidden in plain sight. 

I saw their program, “Alchemist Microenterprise Academy”, was currently accepting applications for their new spring group. I read through the info. This was exactly what I was looking for – how to get connected with everything I was missing; farmers markets, county planning, health departments, how financing worked, etc. I immediately sat down and typed out my application. With fingers crossed and bated breath, I waited patiently for any sign of acceptance or denial. After checking my email countless times a day, I saw the response – I was accepted into the Alchemist Microenterprise Academy, Cohort 14!

Thrilled, I read through the syllabus and looked over my upcoming schedule; the next three months were going to be a whirlwind, I already knew. I cleared my calendar as much as possible, finished up my online college courses, and went all-in on CakeSpaz and Alchemist’s instruction. Thanks to the oversight and wisdom of their incredible instructors and guest speakers, I have never felt so secure in my opportunity for success. 

Alchemist Microenterprise Academy Cohort 14 Graduation

I started Alchemist Microenterprise Academy with a brand and left with the start of a strong business. I have a mission, I have a vision, and they’re no longer just ideas floating around in my head. Now, they’re on paper – not just written down in some notebook somewhere, but as a real business plan. I have not just contacts to turn to, but experts to seek advice from, willing to help however they can. Not because they have to, but because they, like Alchemist, believe in their community. They believe in the small business owners who are putting the time in; who show up and show out. I’m incredibly grateful for the opportunity, and am so excited to jump into CakeSpaz even more than before. More prepared, more realistic, more grounded, more supported, more ready.

So, what’s next? Well, I’ve got a few things on the horizon… firstly, applying to the local farmers market and trying to get a table. Get involved in local events as a vendor, to people who are looking for the goods I make. More ChefHacks, more videos, more ads, more sales, more connection. And I couldn’t be more excited. 

Stay well, live sweet

Chef Haley