How To Sell Your Cakes

23rd to 24th May, 2016 (2 days)

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Fair Cake is collaborating with Elizabeth's Cake Emporium, one of London's finest and most successful cake businesses, to bring you this extraordinary one day business workshop. 

Class runs from 10am - 5pm. Breakfast and lunch is provided.

Over the years, a large number of our students have gone on to start cake businesses, in Britain and abroad. The cake industry has changed dramatically in the last decade. A solid presence on social media is a now a requirement for any cake business to succeed. It is not all social media, however, that will guarantee success. Success in the cake business requires a strong focus on your own work, skills and, of course, hard work. 

If you have any specific questions about this class, including that about content, times, skills taught etc., please get in touch and we will get back to you as soon as possible. 

This business workshop is designed to point you in the right direction from the very beginning. 

Some of the topics we will address include:

Building and Establishing Your Brand

There are a number of cake makers who come (and leave!) the cake industry. If you are active on social media, or have done a few Google searches to find competitors, you will have come across more than you anticipated. It is a big industry, it is a crowded industry, but it is still absolutely possible to make your own mark.

- We will critically examine your choice of business name, website design, social media presence/absence - nothing to be afraid of, it will all be positively conveyed with solutions to hand!
- "95 percent of our purchase decision making takes place in the subconscious mind." [Gerald Zaltman] - you may be sending out the wrong message about your business and not realising it - we will identify these for each and every participant and suggest measures to put in place to avoid pitfalls. 
- We will talk about tried and tested ways in which you can identify your place in the market:
     What you bring to the market and what makes you stand out
     How you distinguish yourself in the market and how to convey the best business image to customers

How to find clients

This is the first stumbling block and can be daunting from cake makers who have only ever made cakes for family and friends. It is natural to feel judged on your skills and it can be scary to take the plunge. We will discuss simple steps so that you can:

- Understand the nature and scope of the Events Industry - how to work with professionals who call this industry their own
- Build and establish relationships with events indutry professionals such as florists, wedding planners, venues and fellow cake makers with a view to getting clients.

Establish Good Business Practices

If you are just starting out or will start your business later this year, you are in the perfect place to establish good business practice NOW so that you can reap the rewards later of being organised and efficient. We will help you:

- Determine what makes a fantastic accountant for a small business
- Be ready for your kitchen inspection (legally required in the UK for all food businesses, from home or otherwise)
- FInd best deals for packaging your cakes, from the most extravagant and expensive to cheap and pracitcal
- Organise your administrative work - a cake business is not simply cake decorating!
- Find answers to non-cake questions that form a big part of running a cake business, such as VAT registration, Business rates and business support

Why choose Fair Cake?

A very valid question - there are a number of places you can attend business workshops and get advice. You can, of course, even get free advice on the internet. Here are the reasons why we believe we are the best:

  • The class is taught by two very successful businesswomen, who have built their respective businesses from scratch - ie., no financial backing
  • Both Fair Cake and Elizabeth's Cake Emporium are established brands in a highly competitive market where competitors routinely outspend
  • We have both made our own mark in the industry, we have learned from our mistakes and we will share all this information with you. Transparency is a key principle that has lead us where we are and we will be honest about business decisions that have not always gone entirely well. 
  • You will learn from our recent mistakes so that you do not repeat them and waste your time, money and energy. 
  • We will provide practical ideas and steps that you can implement straightaway.
  • We will not be wasting time talking about business practices from a few years ago - they are entirely irrelevant! In this fast moving business world, we will focus on current best business practices that will help you gain an edge. 
  • We talk, teach and discuss in a very friendly and informal atmosphere and are keen to encourage - we will answer from the simplest to the most complicated questions to the best of our ability!

Together, we will work with you so that you can set your own goals and establish good business practice. We will delve into the core principles of making a success out of running a cake business from home with a view to getting commercial premises. We will ask you some very difficult questions and expect you to be honest during the class - with us, fellow participants, and, above all, yourself. It is only then that we can work together so that you are able to eliminate distractions from your life that hinder business development. 

Elizabeth Solaru, of Elizabeth's Cake Emporium will be giving you valuable advice on how to attract the attention of wedding planners and bloggers. She is also a valuable source of insider tips about the industry. Elizabeth will also be taking you through what you can do DURING the class to give your business a kick start. A smart phone, if you have one, will come in handy. These will ideas on how to use Pinterest, Instagram, Facebook and Twitter more effectively and usefully - instead of merely wasting time looking at cake pictures! 

Shikhita Singh, of Fair Cake will take you through what it takes to take start a cake business at home and take it to the next level of commercial premises. Shikhita will also be at hand to offer advice, based on her own past experiences, about how to present the best image that you can. This includes downloading crucial photography apps, photo editing and the all important timing of social media content sharing. 

This workshop is not for people who would like an instant start to their business. This is for people who would like to make a lifestyle change and a real commitment to their creative business. As the saying goes, a year from now, you will wish that you had started today. You have the choice to make a real and lasting change in your life by starting and sustaining a successful business. This day will be a frank talk about your cake business, the cake business industry and your place in it. You will not be disappointed.

About Us

Elizabeth Solaru

Founder of Elizabeth's Cake Emporium, Elizabeth is an entrepreneur in demand. Elizabeth has appeared on BBC Good Food Channel and BBC Radio as a cake expert and is also a regular on Sky TV being the only winner of The Great Cake Bake, thrice over. Her company is ranked as one of the top five wedding cake makers according to the definitive guide to the best cakeries, Great Cake Places and Elizabeth is also on the international panel of Wedding Industry Experts. Over the last seven years, Elizabeth has established herself as a highly respected cake maker and as a cake competition judge. She regularly travels abroad, where she is in great demand as a sugarcraft and cake making expert.

Website: Elizabeth's Cake Emporium

Facebook: Elizabeth's Cake Emporium Facebook Page

Twitter: Follow Elizabeth on Twitter

Instagram: Follow Elizabeth on Instagram


Shikhita Singh

Shikhita is the founder and owner of Fair Cake in London. She started her company from her kitchen table in 2007 and ran it from her home until 2011 before moving to smart, purpose built, new premises on the riverside in Greenwich, London. Over the last few years, thousands of students have come from all over the world to learn the best methods of cake making and decorating at Fair Cake. Fair Cake is now a prestigious teaching venue and attracts the best instructors from around the world. Shikhita has firmly established herself as an industry leader in cake education and is much in demand as a business coach.

Website: Fair Cake

Facebook:  Fair Cake's Facebook Page

Twitter: Follow Shikhita on Twitter

Instagram: Follow Shikhita on Instagram