Notes from Chris

Episode 1198

Registered nurse Chelsea Raehl was looking for a way to express her creativity. She spent her days assessing potential problems with new products for a medical device company when she stumbled on some cookie decorating videos online. After watching a few, she thought, “I can do that!”

And so far, her journey has been anything but cookie-cutter.

She posted her first two sets of cookies on a personal Facebook page, and offering to teach friends and neighbors. From there, she offered to host a couple of private classes, starting in June 2018.

For these classes, Chelsea made cookie samples, showing what her students would be decorating. She provided all the supplies, including six cookies per person, and all the icing in the correct consistencies and colors. She brought practice sheets and taught people how to pipe smooth, clean lines on paper before graduating to actual cookies. (Safety first!)

These classes were difficult to scale. To be both personal and effective, the class size couldn’t be too large. So, next, she decided to try offering a cookie artist subscription box. She curates cutters, stencils, and other decorating tools and supplies. These come monthly with video tutorials, for which she sends out a link via email.

She spent $40 to set up her first website using Cratejoy, then she launched the box mainly using Instagram while on vacation with her family. Chelsea needed 10 orders to be able to purchase items wholesale, and she got 11 orders the day she launched! To celebrate, Chelsea and her husband went out for ice cream with their kids. (They had enough cookies at home.)

But wait, there’s more!

The box was a success, but Chelsea noticed that the cost of cookie cutters, even at a wholesale rate, was cutting into her bottom line. So she invested in two 3D printers at $800 each. She used an iPad, the Procreate app, and Fusion 360 software … and figured out how to print her own custom cookie cutters.

These items were so popular she decided to sell them as a standalone item. Customers could even request their own designs, which Chelsea could print on demand. Despite the printers frequently breaking down, Chelsea doubled her income in two months after making this change.

She now markets Sweet Sugar Star Cookies primarily on Instagram and Facebook. Most of her new customers are coming from interactions in cookie-related Facebook groups. (Yes, those exist.)

Chelsea absolutely loves her business and wants it to be her full-time gig eventually. Drawing new cutters and decorating cookies combines two of her favorite things, baking and art.

 

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  MENTIONED IN THIS EPISODE:

• Learn more Chelsea and her cookie empire at her website, SweetSugarStar.com.
• Cratejoy.com: The platform Chelsea uses to sell her cookie boxes.

SEE ALSO:

• Delicious Cookies Arrive at My Door in Portland, Oregon: A late night craving evolves into a cookie delivery service spreading chocolate chip goodness throughout the land.
• Fidget Spinner Cookie Sensation Leads to Sweet Profits: A media producer receives national attention when she tries her hand at making edible fidget spinner cookies.
• Cannabis Cookies Make a Sweet, Soothing Side Hustle: In a growing industry, this Oregon mom achieves high returns from licensed marijuana edibles.

Inspiration is good; inspiration combined with action is better. Now get back to work!

Yours in the revolution,

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