21 minute read
Making Baking a Passion for Living
Emma Hammon
Founder, HAMMOND BAKING CO.
Emma Hammond was born in Orillia, Ontario as Emma McIsaac and attended school in Orillia for her entire academic career. Now, as she continues to work as a Sales rep for Cadbury, her free time is spent in the kitchen experimenting with bread. Even though her current passion is Sourdough and artisan bread, she has vast experience in cakes, pastries, and other dough.
Emma Hammond has been passionate about baking for eight years, switching her focus from cakes, to pastries, to the everpopular soft pretzels. Now with a newfound interest in artisan bread and dough, she has widened her business model to reflect as such. In addition to teaching various bread and dough classes through Orillia Parks and Rec, she has had a booth at the Orillia Fairgrounds Farmers Market for 5 years. She even made it to the final round of auditions for the Great Canadian Baking show two times!
Emma
' s newfound social media success has drastically grown her business with close to 15,000 followers on TikTok (growing each day!) she now sells 15 hours ’ worth of baking in less than 3 hours at her local farmers market – attracting customers people from all over the province to her small town market.
I started using TikTok to show my process. Sourdough is such a learned art, with so many different components to make it just right. I never thought that my page would bring in any kind of success above and beyond my regular local customers. The more I shared, the more my views went up, followed by my followers, followed by real life customers. Being able to meet someone who got their friends together for a 3-hour road trip at 6am on a Saturday just to get my baking that they saw on TikTok has been the most tangible success a business could possibly ask for.
Five years ago, I decided I wanted to have a farmers market booth. With no marketable talents, I began taking courses through my local town ’ s Parks and Recreation. The great thing about selling products at a farmer ’ s market is you ’ re able to bring various things each week to see what sells well and what doesn ’t. In the infancy of my business, I was selling small cakes. As my business grew, I began experimenting and I stumbled upon the soft pretzel which did exceptionally well. In those early days, I’d bring 20-30 soft pretzels to the market. Now, 5 years later I have fine-tuned my products to Sourdough, Soft Pretzels, and English muffins. Each market I bring (and sell out of) 250300 soft pretzels. I never would have imagined my business growing to what it has, seeing as it was just something I wanted to do for fun!
There are a lot of things I attribute to the success of my business. In the early days, it was my grit that carried me through. It was persevering through the difficult days—failed bakes or days where I didn ’t make enough money to cover the cost of my booth.
When my business was established, I leveraged my creativity to help run it. Experimenting in the kitchen, bringing different things to the market each week to see what did well and what didn ’t, and listening to feedback.
Present-day, with a thriving business that sells out at the market each week I’ m there, I find it helpful to create a schedule and carefully plan out each minute of the day, so I am optimizing bake times. This way I’ m able to get the baking done without it interfering with personal time with my family. Which, if any, of the following has been the most difficult aspect in handling your small business over the past year: Marketing/Brand Strategy, Passwords/Security Passcodes, Employee Policies/Relationships with Other Employees
I would say that Marketing and Brand strategy has been the most difficult aspect of my business this year. I had spent years building my business only to have the entire thing put on hold for 2020. Not only because of COVID-19, but I was also pregnant, so I couldn ’t get back to baking until early 2021. After an entire year off from my business, it was daunting to return. Marketing was the most useful way to remind people of my products and I threw myself into creating content for Hammond Baking Co. and built up a huge following. My business is better than it ever has been because I overcame this obstacle.
Marketing through TikTok has been a complete game-changer for my business. Initially, my TikTok page had zero videos. I knew that TikTok was a great tool for promoting small business content, but I didn ’t think it was for me as I wasn ’t shipping out my product. Shortly after creating my account, I started creating content. I didn ’t know who this content was for, but with helpful local hashtags (#orillia #canadiansmallbusiness #muskoka #orilliafarmersmarket) I was able to gain followers who were local to me, and who were able to find me at the market.
Now as my account has grown to over 16,000 followers, I am seeing tangible evidence of TikTok’ s power and reach. Each week at the market I listen to customers tell me how far they drove to come and purchase bread from me at 8:00 a.m. on the dot when my booth opens. Seeing real followers of mine making that kind of effort just to buy something they ’ ve never tasted before has been such an experience.
My advice to those starting out is to push through the growing pains. There may be days where it seems like success isn ’t in the cards for you or days where you don ’t make a lot of money, or everything seems to go wrong. I still have days where I open my oven and 12 loaves of bread didn ’t rise and I feel like quitting altogether. Working through those pains and annoyances and getting back into it as soon as your wounds have healed is what will grow your skill set, your customers base, and your business. Share some of the best and worst parts of being a small business owner!
The best part of being a small business owner is creating something with your own two hands that people want to purchase. Everything that I sell is a product that I have made from scratch. Another great part is being able to go at your own pace. I was able to take days off when I was pregnant and sick or dealing with a baby who wouldn ’t sleep, or just need a week off. Working for yourself you ’ re able to give yourself grace.
The worst part is not wanting to give yourself that grace. Knowing that every dollar you make you must produce products to earn, it’ s very hard to say no to orders and take time off. It’ s important to set business boundaries and for me to schedule days and weeks to allow me to be not only the best business owner I can be but also the best wife and mother.
Get on TikTok
and start growing your brand
Polly and James
owners, Tastely Box
Polly and James are the owners of the newly established Tastely Box. Tastely Box was an idea born out of a simple family tradition that started after their two kids were born. Every Christmas Polly would build several surprise-datenight-boxes for the year to come with unique new treats to try. Their love for sweets is almost comparable to their love for each other you could say. Their interest in these new unique candies and snacks they were finding started budding the idea of growing a business together someday, but life continued to get in the way and halt their plans for years. After the pandemic hit, they decided to take a leap of faith and take their someday plans and turned them into reality. During a time when travel was and still is restricted, Polly and James wanted to bring one of the best parts of traveling right to your home -- the food! James and Polly ' s main goal with their business is to find unique and international candy that isn 't always easily found within Canada. Originally Tastely Box started selling only their uniquely themed curated candy boxes, but since starting six months ago, they have grown into offering a wide selection of individual international goodies and have even opened a storefront of their own.
From the moment Tastely Box was officially born, Polly jumped onto TikTok to see if she could use the app to get the word out about their new business. Polly was hesitant as she was concerned, she would be too awkward to make waves for their business on such a rapidly growing platform but was pleasantly surprised to see how quickly TikTok helped them grow and how user friendly the app was. Within their first two months TikTok had helped them grow a following of over 10k people. As of today, Polly ' s quirky taste test videos and box packing videos have grown their following to over 200k people and counting.
We were motivated to start our business because we had grown tired of saying “ someday. ” When the pandemic hit, we figured it was another setback, but we chose to look at the positive side and take a leap of faith. We knew we had a unique idea, we just never imagined in such a short amount of time it would grow to the lengths it has!
Staying on top of your content. Obviously being organized and keeping your mind open to more fun ideas is important but keeping up with your content and social media is super important. People are quick to forget about a business if that business doesn 't find a way to stay top of mind. It also takes a delicate balance when doing this, as people do not like being sold to all day or being annoyed by a business trying to sell to them constantly. You want to make sure when they see your face or brand, they are eager to stop and see what you ' re talking about/doing that day.
I personally didn 't find any of these things super hard.
We
' ve been on top of branding and building that brand from the moment we talked about starting this business. We love our employees dearly, and they are wonderful. They know we are beyond grateful for them, respect them, and show our appreciation for them. We knew what kind of bosses we wanted to be because we know if we take care of them, they will look forward to coming to work and enjoy being here. What are the benefits, both in terms of marketing and resources, of having an account on TikTok?
The biggest benefit to TikTok is that you don 't need a huge following to land on people ' s For You pages. Small accounts can blow up with just a single video.
My advice would be to get on TikTok and start growing your brand before you even know your launch date. Let people get to know you, let them see what you ' re planning to offer them, and just make it as natural and authentic as possible. Be easy on yourself though! You may not blow up overnight and that is okay! Learn the app, take inspiration
(don 't copy), don 't push sales by throwing pity parties, and let videos fail - it' s going to happen.
Best part of being a small business owner is being your own boss - BUT it' s a double-edged sword too. You will be working ALL. THE. TIME. There are days where you start running on empty and must learn to take a step back and breathe - even when a customer is demanding your attention in that moment. You must take time for yourself but finding that balance is a huge challenge.
Corey McMullan
Retailer at McMullan Appliance & Mattress
A family-owned business, McMullan Appliances has been in Smith Falls for over 50 years since its first opening in the 1970s. After a nearly 20year successful career in the appliance marketing industry, Corey McMullan returned to his hometown to be a part of the family business. There he got to work to upgrade and drive sales within the business. Through social marketing, they grew local awareness for their stores and for their personable and humorous content online. Since the pandemic, McMullan Appliances has seen a surge in sales and demand for appliances.
Marketing Appliances Better with TikTok
We began TikTok in March 2021 more out of curiosity and to post videos on our Facebook page. By August we started seeing an immediate and direct impact on the TikTok content on TikTok instead of Facebook. Customers were driving further than ever before. One customer drove 459km each way to buy a washer from us. Today, we have a customer in Nova Scotia asking to purchase a washer from us and he would have someone pick it up and bring it back to the East coast.
Our videos were basically polished sales demonstrations that I use in-store and people seem to be most attracted to the knowledge/learning aspect as well as the humor. Many users mention the “honest” “ authentic ” aspect of the TikTok videos we post.
TikTok had an immediate impact on our business, customers who watch us on TikTok are coming in far more pre-qualified. The number of people promising to visit me for their next purchase has me worried about what we can handle as a single store, mostly due to delivery distances than anything else.
My dad started the business in 1990 after the store he was working for closed. McMullan ’ s have sold appliances in Smith Falls since 1970, so it was the logical next step for him.
You must be an expert buyer and understand what your customers need, before being an expert salesman. Always keep the customer in mind and think about what will sell.
Be prepared to weather bad retail climates, as you don ’t know what could happen, anything is possible.
Lastly, know where you fit into the market and charge for your services accordingly–delivery, disposal, door swings, re-delivery, etc. – current retail margins can ’t absorb those costs, so know your worth.
In my line of business, there are many factors that were difficult this past year, including staffing, product availability, and increased operating expenses across the board (from light bulbs to fuel to equipment to vehicles). What are the benefits, both in terms of marketing and resources, of having an account on TikTok?
TikTok is bringing us, customers, from farther than ever before. Being a local store, it’ s not reasonable for us to ship goods very far. We ’ ve had so many customers asking us to ship to Toronto, that we may have to look at what options are available to service them.
Customers who are exposed to our TikTok videos enter the store far more pre-qualified (closer to making a purchase) than ever before!
With the added media attention, appliance vendors are now showing more interest in what is possible through our channel on TikTok.
Opening a new brick-and-mortar retail business is one of the riskiest things an entrepreneur can do in today ’ s marketplace. You must know your market inside out as well as your competitors. If you need staff make sure you are up for the challenge of managing a team – salaries, disputes, accidents, sick days, hiring/firing, etc., or else you risk keeping a team of low performers that cost you money.
Be prepared to wear many hats and you may clean the toilet and re-upload your inventory to your POS on the same day you take your truck for winter tires and renew your business URL – multitasking at its finest. Share some of the best and worst parts of being a small business owner!
The best part of being a small business owner is that you have no boss, no one to report to, you make the decisions. You are not working to make someone else rich – it’ s all on you.
On the other hand, you get no vacation days, no sick days, no health benefits, no companymatched RRSP, you might work long hours, and no one gives you credit.
As a retailer, living up to unrealistic customer expectations is very difficult because perception is a reality to shoppers. Don ’t open a new business just to get rich or work less, always remember if you work smart those things will happen on their own.
Managing Businesses Efficiently for an Exponential Growth!
Tom Greenwood
President and CEO Evolve Business Advisory
As the President and CEO of Evolve Business Advisory, Tom Greenwood is an expert in managing, structuring, and scaling small or new businesses for explosive growth organically or through strategic partnerships. Over the past 28 years, he ’ s passionately provided entrepreneurs with the horsepower and mentorship they need to make their dreams come true. Tom ’ s commitment to diversity and social responsibility, combined with his talent for selecting, leading and motivating his team are the driving force behind his success. What are the top three business trends for Canadian entrepreneurs in 2022?
Paying it forward – Some corporations are starting to realize their sheer power. No longer is it only expected that it is individual’ s responsibilities to
“Pay it Forward’ , it is a corporate responsibility as well.
Splurge, invest in technology. It’ s not optional Invest in collaboration tools apps such as Microsoft’ s Office 365, Google Workspace or Adobe Acrobat Cloud. They ’ re essential since they improve productivity, collaboration, and provide flexibility when you can ’t be in the office.
2022 will be the end of Remote work, I hope – Before the current variant, many large corporations and municipalities had plans in place to start bringing people back to the office. Those plans are on hold now but it shows how ‘ working from home is not a long-term strategy or plan. Therefore in 2022, the trend will be companies reconsidering their “ working remote ” policy. It’ s not great for collaboration, innovation, efficiency, and can impact your bottom line! The best ideas stem from ‘ creative tension – that in-person magic that happens during an office brainstorm.
Canada has one of the biggest start-up ecosystems in North America, but what types of businesses are currently thriving here?
Aggregator apps with AI – Taking a service that people need (dentist, real estate photography, etc.) and aggregating the choices into one easy to use the on-demand app
Social causes – Companies that support social causes are thriving now more than ever. This is because they connect with their customers on a deeper, more personal level. Companies that engage in philanthropy are not only making a difference, but they have a major competitive advantage because they are able to build brand loyalty by establishing trust and credibility, which lays the foundation for any longterm relationship. Social responsibility can also help with employee retention and attracting investors.
Connecting people – We have seen what the last 2 years have done for people ’ s social lives. New apps and some outof-the-box ideas are changing the way people connect based on very specific and targeted personal preferences (philanthropy, animal lovers, etc.)
What opportunities might Canadians have been overlooked because they believe it' s too difficult or too risky to make a go of it on their own?
The unfortunate reality is that Canadians are missing out on a significant amount of amazing opportunities every single day as it is VERY hard and risky for most new entrepreneurs to start off. The reality is that 20% of businesses will fail in their first year and 60% will fail within 3 years. Big banks offer no assistance to startup businesses unless they are willing to provide their house, children and family dog as collateral and government programs to help fund new businesses are difficult to receive as they are a red tape nightmare. Entrepreneurs need to look at incubators and accelerators whose main focus is to provide the horsepower and financial assistance needed to get to that ‘ safe ’ spot of success. If they do their research, new entrepreneurs will find good incubators and accelerators who are not out to crush their dream or take equity without earning it.
What are your thoughts on the recent impacts of government regulation reductions? How do you feel about this change?
I’ m ambivalent when it comes to government regulation. In an ideal world, the government wouldn ’t have to impose restrictions on businesses because everyone would volunteer to do their part. However, it is clear that, in order to ensure the protection of the environment, public health, and safety, civil rights, etc., some degree of government intervention is necessary. These regulations must be well designed and respect the fundamental role of the free market, or they may actually be detrimental to society and erode the public ’ s confidence in our government.
Do you have any anecdotes or meaningful personal stories related to managing growth for an organization in times of uncertainty that illustrate key lessons learned throughout this conversation?
I left corporate life over 11 years ago to start my entrepreneurial journey and it is the best decision I have ever made. There are always going to be struggling, dark times but if you truly believe in what you are doing then you know there will eventually be the light at the end of the tunnel and amazing days of celebration. I still walk out of our global HQ and shake my head as I can ’t believe what we have become. Uncertainty will always be a part of an entrepreneur ’ s reality. For me, and most entrepreneurs, we start off on our journey with almost reckless abandon. We are so focused on our dream that we make decisions and sometimes with not a lot of thought. Basically, the decision-making process is ‘Fuck it, let’ s give this a shot. To me, that is the true definition of an entrepreneur. Whether you are just starting out or you have been in business for 10+ years we all have to remember where we came from and what got us to where we are. To this day, we use ‘Fuck it’ as our corporate mantra to assure that all of our team members have that entrepreneurial decision-making vibe and it is been one of the most important parts of our success.
Your advice to young entrepreneurs during this challenging time.
If you have a product or service, don
’t give up. Being a successful entrepreneur is not for the faint of heart. In our incubation and acceleration services, one of our qualifying criteria is to assure the entrepreneur has experienced ‘The Suck’ and is still at it. If you believe in what you are doing and it truly is your dream, then experiencing ‘The Suck’ and then keeping going, is a defining characteristic of successful entrepreneurs. Another piece of advice…get help….but get the right help. There are incubators and accelerators that are passionate about helping new and small businesses succeed without crushing the dreams of the founder. Do your research, ask questions and then make informed decisions on whom you want to partner with as this is your dream that you need to protect.
