Progress

The Work Will Show You

Sometime in the past 6 months – maybe a year – I read a proverb that left an impression on me. “The work will show you how to do it.” I want to cite it as Swedish, but for all I know it could have been Jewish, Confucius, or Vulcan. Since day one – 01December2014 – this has rung true with finding more efficient ways to work in my bakery, offering my products, et cetera. Every time I come away saying “Hmm, well, that was interesting – good, I’ve learned something new!”

Over the past few weeks my work has started showing me about itself in Dollars & Sense. Before the company started I figured I would sell both wholesale and retail – selling through stores would provide a steady income for my business while I would offer my products for retail direct as I found interested customers. During these past four months the ‘retail direct’ thing hasn’t happened much. When it has it’s been nice to get that extra income for my company, and frankly my business needs more of it.

To me a lot of people have a bizarre sense of ‘success’. Like with my music – after playing a 4 day long music festival I would get asked how successful the weekend had been. I’d say I played my music, I met a lot of people, I made them laugh, folks signed up on my mailing list, and I made new prospective contacts – in all, I had a good time. Then I would often receive a follow-up or clarification question about how much money I made, how many CDs I sold, and by that if the weekend had been ‘good’ or ‘bad’ AKA ‘successful’. Here’s my truth about these things – yes, if I go play music for four days straight I need that weekend to adequately pay off, but more than that I need it to be satisfying … or what was the point?

Since first hanging out my shingle that WIBC is open for business I’ve had a lot of satisfaction. The company has donated multiple times to a soup kitchen, I have met & had the pleasure of talking with a lot of great people, my business has expanded, I’ve laughed at my mistakes and laughed with people, I’ve sung at the top of my lungs late at night in an empty bakery while preparing dough, I’ve established a brand & a business and I’ve done it my way.
It’s all a great start, and depending on certain numbers I look at I’ve gotten to a better spot in four months than some companies do by two and three years.

Yet there’s the rub – the numbers creep back in … I may be in this business for a lot of things that aren’t typically considered in “proper business” – I’m in this for the happiness, I’m in this for the love, but I also have to have this adequately pay off, and right now it really isn’t. The ‘Money Thing’ isn’t working for me – and, paraphrasing from a famous prayer, I need to have the wisdom and courage to change what I can.

These past weeks I have been experimenting with products that keep in the same character of quality as my biscotti and yet will be more efficient to make – I may have the first of these to market as soon as next week. I have been given the idea of selling at conventions, festivals, and events – I’ve looked into this idea and I quite like the prospect. This past week or so this has grown into the idea of doing something I had resisted – selling at farmers markets.

The more I look at farmers markets, the more I think this is the way to go for WIBC – and perhaps has been all along, only that I have been obstinate … and it’s been the off season. Farmers markets – at least as I’ve seen them – present people who craft and believe in their products, often with colour and flair, that you don’t usually get from some mass brand name good that you can flip over and read “Made In Somewhere”. What part of ‘craft and believe in their products’ is not what I’ve been doing all a long? When I think of it that way, why wouldn’t I be there? Why wouldn’t I be doing something My Way with My Company among other self-employed growers, crafters, and producers who cherish bringing real goods to market?

At farmers markets I can do what I enjoy most with my baked goods – meet people, talk about what I do and what they enjoy, and as I’ve gotten to see when doing product demos … people receiving and enjoying what I’ve made. I also believe WIBC can get more of the exposure I’ve imagined for the company – reaching people with a fun business and good quality, pleasing (unique?) products. Neither I nor the people who have had my products so far get that the weeks I’m in my baking space producing biscotti, boxing it up, and shipping it off. I don’t see farmers markets as making me rich and fabulously famous – which isn’t what I want – but I do see it as giving my company the opportunity for the breath & life I’ve dreamt, a better avenue for the direction I’ve wanted to take this crazy baking-business idea, and for it to adequately pay off … because I need that, too.

My work is showing me how to do it, and it’s showing me things I did not imagine or expect – including my humility. So I believe I’ll keep taking this ride, and I’m glad to have you along with me.

All the Best, Don

Uncategorized

Transparency (Ltd.)

(21March2015)

Transparency – more & more this seems to becoming a popular word. For me it came to mind in the wake of my recent meeting Tom Trimbath – a local writer & good character I have been getting to know more and more. I mentioned a few things going with my baking, business, and ideas and Tom – being an ideas-guy like me – kept on saying “There’s a good topic for a blog!” So let’s give “transparency” a go here…

What follows really isn’t anything new – these are things I talk about having to do with my business plans and products, just in one spot. I’ll add that these are things I’m pleased to talk about – and this, for me, is an especially good time to get into it with expanding my product line and as I’m just starting to see signs of my company taking a foothold.

Expanding Product Line
In the past months I’ve talked & written online about expanding my product line. Largely this has come from learning more about biscotti. Prior to going into business making a couple of batches at home was no big deal, but when you’re making a dozen or more in a day commercially you become distinctly aware of how labor-intensive big-scale biscotti is by comparison to many (or ‘most’) other cookies. Biscotti remains a joy for me to make and I predict it will continue as my ‘hood ornament’ product, however I need my company to be effective and prosperous so I’ve needed to find & expand into products that are more efficient to produce. Just before getting my business license nearly a year ago I had to decide on a name. I knew I wanted to have a local reference and be clear in the title what it is that I do. For a short amount of time that was Whidbey Island Biscotti Company, until a friend and I identified that I shouldn’t limit myself and that ‘Baking’ would be wiser. This fit too because I always figured I would eventually expand into other products – just not quite this soon.

Character Of WIBC Products
I consider my baked goods to be ‘real food’. What I mean by that is I am making what you would make at home, just in a commercial setting and in larger supply. If you want to understand this further, please look at the ingredients found on my labels – I’m additionally pleased to list these on this site. While you will find listings of some preservatives &/or flavor enhancers, these are in the original ingredients – I do not, however, add artificial preservatives or flavor enhancers. The preservatives I do use – in a manner of speaking – are butter and sugar. As for flavor enhancers, only pure extracts. Given my recipes, I will not tell you that I am making health food, but I believe I am making healthier food. As my company and product line grows it is my intention to keep this standard of quality & characteristics. Also, my products are hand-made and will be until I have to go mechanized.

Future Product Exploration
For a number of weeks now I have been brainstorming and talking about ideas of new products. In some cases I’m already exploring these.

  • Monster Cookies – I have thoughts around three similar but different large cookies. So far these are based around peanut butter and oats. I’m working on my oat options. Supply isn’t a problem. If possible and as needed I get two supplies including one that is prepared without flour giving a Gluten Free option.
  • Brownies – Who doesn’t like a good brownie? Originally I thought of these because I have a recipe that is flour, nut, and diary free, which I might also be able to produce as soy free. This one is going to take more work and time. I am thinking though of making regular brownies with the addition of flavor combinations.
  • I have other cookies I’m thinking of doing … I can’t really talk further about these now because that will totally give things away. As some of you know much of my acumen comes from my professional music experience. One of the things I’ve learned is to not tell all of your plans as to not get scooped by one of my peers.
  • Muffins – You just can’t go wrong with muffins. I have two in mind with more to come. One I won’t talk about, but I will say it’s based on something many people enjoy but I think I can make it healthier. The other, a pumpkin puree muffin.
  • Biscotti – As said, I am not abandoning biscotti. I have ideas for about 30 flavors, including taking biscotti (in Star Trek terms) where no biscotto has gone before. Earlier this month I experimented with an Irish Cream biscotti recipe. It was a big flop but it was good to do. I want to keep doing R&D on my many biscotti ideas.

Growth, Employment, & Giving Back
If someone were to ask “Why did you start this company?” I think the most accurate answer ‘in a nutshell’ I could give would be this: I saw an opportunity to bring quality, pleasing products to people while making work for myself when I was struggling to gain employment and get out of poverty. That last bit is just crazy, I know … selfish me – but then I lost count how many years I was looking for work (8?). Don’t get me wrong, I don’t state that as some sort of badge, it’s just the fact of the matter. Now in its fourth month I’m seeing hints that WIBC is taking a foothold, and I’ve been told that once tourist season hits my company is likely to see an explosion of business. I could use an explosion of business, and while it may be a scramble I have faith that my resourcefulness, among other things, will guide me. At minimum I have no shortage of learning to experience – and I have that old swing in my step from having work.

With the growth of my business will come opportunities I’ve envisioned for my WIBC. As I needed employment, my company will need employees – over these past years the workforce has needed positions and I’ll be happy to see people get back to work.

The first act of my company was to contribute to a soup kitchen. This was a serendipitous blessing – as I formed my company I knew that one of the things I wanted to do was to get involved in fighting hunger. I recently watched “A Place At The Table”, a documentary by the same people as “Food, Inc.” One of the things the film pointed out well was the ‘give a man verses teach a man to fish’ adage. In America, leastwise, it’s not a problem of having enough food – the problem are the pieces of the equation that keep people from being able to get food for themselves and food that is healthy. I don’t know what my & WIBC’s involvement is going to look like, all I know is that more will be revealed.

Last and very not least, I believe in supporting the people who support us. From the inception of my company I’ve wanted to offer a military discount and find ways to support our soldiers. I’m not sure how to do this yet, but as said – more will be revealed.

Don’t Stop Believin’,
Don

Progress

Month 4 – Changes

As you surely know by now, I like making biscotti.  For all the years that I made it prior to launching my company, I found 3 things about it I especially enjoyed.  I enjoy eating it — OBVIOUSLY!  I enjoy making it, because something about the process I find very grounding.  Lastly, it pleases me to see other people enjoy something I’ve created.  I’ve also found that after eating it as much as I have, and now with it around me so much in production, the ‘eating it’ part has moved to 3rd in my order … but I digress.

Since launching my business late last year I’ve learned something about making biscotti — I’ve distinctly learned something about the production of biscotti.  To make this type of cookie is all well & fine when you’re making a few batches … but when you’re making dozens in a week …. IT’S A LOT OF WORK!  Don’t get me wrong — I’m all for work and working hard … but I’m against working stupid … well, if I have to do it all the time.

When I conceived my company I figured I would start with biscotti and eventually move on to additional products — other baked goods and some of my mom’s jams & candies.  Due to the labor-costs of biscotti, I’m moving into that sooner than I thought.  Biscotti will remain my hood-ornament product — unless my consumers show me otherwise — but I need to make things that have a better return on the ingredients and labour.  What I will NOT sacrifice, however, is the qualities with which I’ve made my products to date.  I like what you like — real food — no added preservatives, genuine items, ingredient labels I can read and understand without feeling like I’m cramming for an anatomy test, good texture & flavour, and products I enjoy eating.

Here’s what I’ve been thinking about &/or working on …

R&D batch of Monster Cookies
R&D batch of Monster Cookies

Monster Cookies – For the past few weeks I’ve been working on a Monster Cookie.  What I’ve been making centers around peanut butter, oats, chocolate chips, and M&Ms.  I want to bring this to market ASAP — and if I can I’m going to use oats that will keep the product flour-free (yeah, that’s right, some oats also have flour). bringing a Monster Cookie to market ASAP.  I also have ideas on how to tweak this to feature other flavours.  What are those tweak-ideas?  Well, that’s a surprise.

Brownies – Everyone likes brownies!  I’m working on two … so to speak.  I’m working on a regular brownie that I aim to also have interesting flavour pairings with … ALSO …. (this is the big news) I’m working on a brownie that — when it’s ready — could &/or should be (drum roll please) … Gluten Free … Nut Free … Dairy Free …and… Soy Free … and pleasing to eat.

Other Cookies – While we’re at it, how about a thick chocolate chip cookie?  Yeah, I know, what do I mean by ‘thick’.  Well, that too will be a surprise … and something I think you’ll enjoy!

Announcement, Baking, Uncategorized

M33ting

(30January2015)

Late this morning I had a meeting with … well, before I get to that, let me say this – my meeting was both expected and unexpected, and it was GREAT!

So what does that mean?

I had a meeting scheduled with the Island County Commissioner and the head of the Economic Development Counsel (for a lack of better terms the Whidbey Island small business association) – what I didn’t know was that I was also getting two additional EDC members – it was a committee!

While I planned to meet in the front of the bakery where there’s a nice room, they came right in to the bakery and we started talking. They were interested in what I do & how I do it, how I got to where I’m at with my baking company, what I want to do with it, and most importantly what I need for my company to grow and be successful. Meeting in the bakery was great, I was finishing up a batch of Lemon Cake and Chocolate Citrus Biscotti for my guests – talking here instead of the fancy front room felt like they joined me in my trench. More than that was not only what they had to say but what they want to do. Not only do they serve as an information source for a small business person like me, but they want to get involved. Frankly, I can use and will take the help and be grateful for it.

They want me to send them some of the information I have built for my company up to this point. They want to assess aspects of my production for efficiency. They want to meet with business people carrying my product to get their perspective of carrying my product. They want to see if there are meetings they can help facilitate with other businesses and better align my business with beneficial opportunities.

I have a lot of ideas and a lot that I’m working on for my company, and I’m glad to be doing it. I don’t admit to know or see everything about what I’m doing with my company, and frankly there are things that are working and things that need to be working better. These kind folks are willing to apply their experience to my efforts, and if it will help the question-marks that exist with WIBC and help bring my product to people, I’ll do everything I can to receive and apply all that they have to offer.

So I knew that I was going to have a meet with two great people, and I was given the gift of four great people who genuinely want to help my company to grow in the way it needs. I’m grateful.

Thanks, Don

PS — That “M33ting” title was not me trying to be hip, that was a typeo … I meant to hit “ee” but working fast hit a couple of 3s, and I liked the look of it so I left it.

Baking, Book Presentation, Kitchen Demo, Product, Public Appearance

WIBC – In-Store Demos

(January 10th & 24th 2015)

I got to do my first in-store demos of my product January 10th & 24th 2015 at Goose Grocery in Bayview on Whidbey Island.

The 10th preceded a professional football game. I’m not a game person but apparently this was an important one locally as the Seahawks were getting into the finals going toward the Super Bowl. I don’t know what the Super Bowl is, but by the name alone I suspect it is a very large bowl and people are very pleased about it. I on the other hand wonder if I can mix a lot of biscotti dough in it &/or fill it with biscotti and serve it to many people. I will set the official WIBC R&D Department on finding out the dimensions of this bowl right away – more will be revealed.

I sampled the January flavour array from WIBC – Double Chocolate, Almond, and Espresso. While I planned to be there for four hours I think I was there for five. It was great! Samples went out every minute. People talked with me about my company. A few even shared ideas they had – I love that! The Whidbey Island County Commissioner met me – COOL – saying that she is pleased to see new businesses on the island and enjoyed seeing mine. A few days later she started a very nice email dialogue and now I’m scheduled to meet with her on the 30th to talk about ways to further my company. All in all it was thrilling to get to this point – nearly two years in the making – getting to tell people about my product and seeing many people enjoy it for the first time. By the end of my time I was nearly out of samples and I had (basically) sold-out Goose’s stock.

January 24th I was back … this time having the nerve to do something in the way of marketing I’ve had in mind since early in the inception … I wore my kilt. I figure my biscotto is not like normal biscotti, so why should my advertising be … plain? Besides, it was the eve of Robert Burns Day (a Scottish poet from the 1700s who is still celebrated today … or, well, tomorrow as it was). My product seemed to get plenty of attention – which I saw as good since I really wanted to not get too much personal attention, kilt attention, or confuse the public. Again, samples flew off the table and much enjoyment was had (yea). By the end of my time I was nearly out of samples and I had (basically) sold-out Goose’s stock.

Here’s a few things with these in-store demos …

  • For all the performing I’ve done, wearing my kilt or as with the first week wearing jeans and a fitted dress shirt, I found myself extremely nervous. I believe in my product, and my baking has already made many people very happy; now that I am doing it professionally I have become very critical and I want it to show well. I want people to give it a chance.
  • When talking with people, while I had some speaking points, I wanted to not be scripted. I wanted to connect with people, and that’s what everyone gave back to me. We talked, we laughed, I told them about my biscotti, some told me some of their flavour ideas and baking tips, and I was flattered to hear many compliments on my biscotti.
  • In my now two demo experiences I’ve found that there is an energy level that comes up as you meet many people and talk constantly about your product. A few hours into each demo I found myself about as dingy as I could possibly be. The experience cooks your brains. Although I was pleased with what went on each day, afterward I was tired. I felt like I had spent all day playing my (bag)pipes at a festival with my Celtic-rock band – high energy, hard work, put all of your passion out. As much as it lifts you up, it can also wear you out.
  • In addition to samples I gave out small bags of my cookie crumbs. I’d look for kids, give these to them, and tell them to take them home and put the crumbs on their ice cream. The kids were pleased with this and so were their parents. No kid was more pleased than one little girl who I saw on the 24th. After I gave her a bag of crumbs she said thank you. Her and her mom came by my table about 3 more times as they did their shopping, and each time she said “THANK YOU FOR MY CRUMBS!” and the whole store knew it. As she passed by my table she did a skipping little dance holding up the bag of crumbs. I hope to never forget her – she was AWESOME!

Until the next one,
Don