Tribeca Treats

A few months ago, my husband, Robin, started working out with a personal trainer. When he came home from his first session, he mentioned the trainer asked him to name a celebrity that had the body type he was going for, and Robin told him “Owen Wilson.”

I almost spit out my water. “Interesting choice,” I said. Not that there’s anything wrong with Owen Wilson—he has a perfectly good body. In fact, I thought Owen Wilson was a fair analogy to Robin’s status quo. You know the type—skinny, not-so-toned guy. I just wondered why he needed to enlist a personal trainer for this.

Robin asked, “he’s the guy who’s always hanging around Lance Armstrong, right?” I said yes, but that doesn’t make him fit by association, and I dropped the subject, suspicious that this was too easy a goal.

A few days later, I was flipping through an US Weekly and came across a picture of Lance Armstrong, with Owen Wilson to his left. Robin said, “THAT’S the guy I was thinking of,” and pointed to the right of Lance…at Matthew McConaughey (rippling pecs and six-pack abs glistening from his recent bike ride).

At his next session, Robin told the trainer his mistake, and the trainer replied, “well, then, I guess we have some work to do afterall!”

I thought of this story recently, when asked how my goals for my business had changed, in light of the economic crisis. At the start of the year, they had changed dramatically, preparing for the worst. I was only hoping I could keep my head above water and maintain my status quo from the year before. (Call it the Owen Wilson Plan.) I was looking at my operating expenses with a fine-toothed comb, figuring out anywhere and everywhere I could trim them. Renegotiating rent, reducing labor and marketing costs.

However, the more I planned for these reductions, the more I saw my business shrinking before my eyes. If I reduce labor and marketing, how can I meet my existing customer’s needs and expectations? My sales would start to shrink even more. In this economic environment, even status quo takes a lot of hard work.

So I thought to myself, if I’m going to be spending so much time in the gym (to continue the analogy), why stop at Owen Wilson? Why can’t I have the Matthew McConaughey body?? Yes, it will require a lot of time and hard work, but unless I’m ready to call it quits, I’m in for that this year anyway.

The profile of my growth plan has changed—last year at this time it was additional stores, wholesale opportunities, ancillary product lines—but I am still pushing for growth. I have just changed my “workout regime”, namely:

• If existing customers are each spending less, try to capture more customers: I am fortunate because I have a “local” business, but with products that can reach customers nationally. Blogging, email newsletters and Internet marketing are inexpensive ways to drive people to the website to order treats, even if they can’t make it into the store.

• Give customers more reasons to buy our products: I plan on adding selective additions to our menu and packaging things in creative ways that will meet my customers’ needs that aren’t already being met. Further, we will be extending our hours of operation to include Sundays, offering our customers an additional day of the week to enjoy our treats.

• Cut costs without effecting our value proposition: We wouldn’t even consider reducing our food costs by purchasing lower quality ingredients, but renegotiating our shipping costs? That’s a saving that can be directly passed on to our customers and hopefully gain us more Internet business.

American Express OPEN recently polled small business owners to gauge their sentiment and future plans. 50% of respondents agreed that over the next six months they expect the economic climate to negatively affect their business. Only 25% agreed that they expected to grow regardless of the economic climate. As owners of small businesses, we have the livelihoods of our families and those of our employees in our hands, so we do have to think realistically and set our goals accordingly. But this does not mean hunkering down and preparing for the worst.

So set your goals—Owen Wilson, not bad; Matthew McConaughey, even better—and know that it will take a lot of hard work to achieve them. Also remember that setting goals and accomplishing them are two different things, so celebrate each achievement that gets you closer to your goal. In the end, those companies that have weathered the storm will come out even further ahead.

So typically in the days leading up to Valentine's Day, I can barely find time to talk to my husband, let alone answer all the emails or phone calls that come in to the bakery (try as I might). But, sitting at home on the evening of February 11th, an email came through that particularly caught my attention.

Addressed generally to the bakery: "I am writing from Paris Hilton Entertainment and am looking to get the price quote on a birthday cake for Paris. Please see the attached pictures of what we're looking for." (Photos of "Barbie" cakes were attached.) Now, these kind of inquiries are not infrequent to us--assistants or publicists needing something fabulous, usually at the last minute, send out a "fishing expedition" requesting price quotes from all the bakeries they can think of. Usually, by the time I decide if we can complete what they're looking for in their time frame and maintaining our level of quality AND come up with a price quote, the business has gone to someone else.

But this time was different. Having been recommended by the SoHo Grand, we were the only bakery she had reached out to, and, as luck would have it, she was giving me almost a week's notice! That is definitely a luxury when dealing with celebrity orders. To make things even smoother, when I got on the phone with her the next day, she couldn't have been nicer. "Just make it pink and princessy and fabulous." I was not super-thrilled to do a Barbie cake, as I had always thought they were kind of cheesy, but, with my 3 year old daughter as co-designer, I was starting to find the project pretty exciting.

For those of you who might want to attempt this at home for your own daughter (or son?) or 28 year old socialite, here's what I did:

1. Buy the Barbie - Obviously what the Barbie is wearing in the box makes no difference for the cake, so pick your Barbie based on hair color/style, accessories and arm positioning. I purposefully wanted to find a Barbie with bendable arms (which is not easy to find), so I could get the "Paris pose" right.

2. Bake the cake - I made two 8 inch round layers and two 6 inch round layers (in this case red velvet). Save the domed tops that you cut off to level the layers (you'll use them in step 4). I stacked them (with cream cheese icing in between) so that the layers were all flush on one side and cascading in the back. This creates a bigger train, or you can center the smaller layers if you want a full skirt in the front as well.

3. Insert the Barbie - I measured the center of the cake toward the front (where the layers were flush) and carved a 1.5" x 1" rectangular column out down through all the layers. (Save the cake and icing that is carved out.) I then wrapped the Barbie's legs in plastic wrap and placed her into the hole, piping icing into the rest of the cavity to stabilize her.

4. Shape the skirt - With a serrated knife, I shaved off portions of the cake layers to round it slightly. Then I mixed a "spackle" - the cakes crumbs that have been trimmed mixed with icing to create a clay-like consistency. I applied this spackle to the cake to fill in areas that were still more angular, until the cake was shaped as I wanted. Then I applied a thin crumb coat of icing around the whole thing and put her in the fridge to chill.

5. Decorate the skirt - I used fondant, which gives it a more finished look, but if you don't have access to fondant, you can use tinted icing as well. I had designed the "dress" in advance and rolled out the fondant in several pieces to be applied to the cake. I found that the ruffle design of the side and back of the skirt allowed me to cut pieces without measuring as precisely as if I were finishing it with one smooth piece of fondant. I then used royal icing to pipe a pattern on the front and apply little fondant flowers.

6. Add details - I made Tinkerbell the dog out of fondant and created a deep v-neck halter for the top, as well as a "diamond" necklace. I think this personalized it for her a little, and made it slightly more modern and appropriate for a 28 year old than the classic "Barbie Fairy Princess" cakes I've seen.

In all, it was definitely a fun experience, and, surprisingly to me, I decided I would be willing to do Barbie cakes again. Granted, the temperamental artist in me liked having free reign over the dress design!

Coincidentally, a friend of a friend of a friend is "good friends" with Paris Hilton, so I did get to see a snap shot of her posing with the cake, but made a promise to keep that picture under wraps. However, I am happy to share the picture I took of my finished product. It almost makes me want to turn 8 (or 28!) all over again....

The following are some websites/organizations I recommend:

For articles and information, specifically to women-owned small businesses:
www.makemineamillion.org

For inspirational, regional workshops and advice:
www.ladieswholaunch.com

My culinary school...great for professional and recreational development:
www.iceculinary.com

For another example of a different career path:
www.bravabella.com

In the last month alone, I've received dozens of emails or people stopping in with questions about starting a business, because whether by choice or, more often, not, they are no longer working for The Man. However, they worry that a recession is a bad time to start a business, but I say it's as good or a better time than any. So, if you have that great idea that you've always wanted to put to paper, here's my advice on how you should do it in this shakier economic time:

1. Start Slow - Use your free time to really research your market and product. "First Mover Advantage" is a myth. There's no need to spend a lot of money and rush to get something out, because chances are you'll make mistakes, and when the Second Mover comes out with a better product or service, your customers will switch. Instead, take your time looking at possible competitors and make a list of what they do right or wrong. Sample similar products. Make your own prototype and test it on your friends. Be the Devil's Advocate with your business plan (or find a friend who's good at that), and figure out ways to fill all the holes.

2. Tap Your Friends - Beyond just getting their feedback, milk them for all they're worth in their professional abilities. I have friends who gave me invaluable legal, marketing, PR and graphic design advice when I first started my business. I shamelessly exploited their talents, stuffing them with cupcakes, and I think they were more than happy to help out. It was a way for them to show off how good they are at their jobs. (I mean, how often have you tried to imagine your friend in his little office or cube and wondered what he does all day?) Now is an especially good time to ask for help, as even people who are employed probably have some extra time on their hands.

3. Expect the Unexpected - After all the research you've done, you should be able to make a detailed account of what all your expenses will be in the first year or two. Take that number and double it. Then decide if you are willing and able to give up that money. Financing right now may be expensive and hard to come by, so assume you'll have to contribute most of what you need, unless you already have a source locked up. Be wary of asking friends and family to invest--especially in these times when savings are tight, the last thing you want to do is lose your god-daughter's college fund, even if you had a blockbuster, no-fail idea. Things happen. Unexpected things. And if you don't have the money to cover that, you'll never get to see your business play out.

4. Make Down-Time Productive - I know a woman who owned a home goods shop, and every time there was a slow day, you'd see her sitting idly with lines of worry on her face. If you went in the store, she'd look up with desperate hope and try to sell you something. She would try too hard, and it was off-putting. If you're in retail, no customer wants to walk in a store and feel like she's the only one that's been in there all day. It's a subconscious, lemming mentality. A store with people in it attracts more people. So, even if it's a slow day and not a lot of people are shopping, make yourself look busy: set up new displays, get ahead on shipments or holiday planning, clean. Even for non-retailers, there are down-times while you wait for a contract or to hear from a potential client. Sitting and stewing about what will happen if you don't get the business is counter-productive. Educate yourself by reading trade magazines and blogs. Think creatively and plan for upcoming promotions and ways to bring in more sales.

5. Know That It's Not Glamorous - Many people spend time at their desk jobs fantasizing about what it would be like to be their own boss. Well, wake up. In reality, it sucks. I jokingly complain to my friends all the time that "my boss is a bitch." Truly, I am the worst boss I have ever had. Why? Because I do all the dirty work, work long hours for crappy pay, and, oh yeah, a 3-day maternity leave. What I wouldn't give sometimes to have someone else telling me what to do. But, you know what, it really is worth it. I am living the dream I have had for myself since I was seven. I am just a glutton for punishment--if I weren't, why else would I have been an investment banker?

My major in economics and a pair of rose-colored glasses makes me think positively about this recession, even though it will be hard to bare down and get through it financially. The correction in the economy will result in more scientists, inventors, creators and entrepreneurs and ultimately be much better for our country. The economy is cyclical for a reason, and not everyone can or should have a career in high finance.

Danny, the world needs ditch diggers too.