The Profitable Baker Podcast

Annie Bennett
  • 5.0 (1)
  • Entrepreneurship

The Profitable Baker — for bakers who mean business with Annie Bennett You bake beautifully. But running a profitable baking business? That’s where things can get messy. Each week, business mentor and baking industry expert Annie Bennett helps home bakers move beyond “just getting by” and start building a real, sustainable business. Inside every episode, you’ll hear practical strategies, honest conversations, and inspiring stories from bakers who’ve turned their passion into profit. From pricing and visibility to mindset and marketing, Annie breaks down what really works — without the fluff or overwhelm. If you’re ready to feel confident, charge your worth, and finally think like a business owner (not just a baker), you’re in the right place. From Annie Bennett at The Home Baking Business Academy Helping bakers to start and grow a profitable Home Baking Business. https://anniebennett.co.uk/

  1. Episode 27: You're Not Bad at Selling. You've Just Never Been Shown How.

    13 hr ago

    Episode 27: You're Not Bad at Selling. You've Just Never Been Shown How.

    If selling feels uncomfortable, this episode is for you — and the good news is, it's not a personality problem. It's a skills gap. And skills can be learned. Annie breaks down what selling actually looks like in a small, values-led baking business — and it's nothing like the pushy, high-pressure version that's been putting you off. In this episode you'll learn: Why most bakers who struggle with selling aren't bad at it — they just haven't been shown howWhat selling actually is when it's done well (hint: it's helping someone make a decision)The three specific skills that make up selling in a baking business contextWhy following up after an enquiry isn't pushy — and what to say when you do itOne practical thing to do before the end of this week Want to take part in The Sales Confidence Challenge?  Sign up here: https://anniebennett.co.uk/the-hbba-sales-challenge-2026/ For structured support, training and accountability: Join The Profitable Baker Academy Membership https://anniebennett.co.uk/the-profitable-baker-academy-membership/ For regular delves into baking business matters, including taking part in podcast episodes: https://anniebennett.co.uk/#subscribe For free tips, insight and real-world business talk: Follow me on social media https://www.instagram.com/theprofitablebakeracademy/ https://www.facebook.com/theprofitablebakeracademy https://www.tiktok.com/@profitablebakeracademy https://www.linkedin.com/in/annie-bennett-pba/ For her website with all this and more: anniebennett.co.uk

    15 min
  2. Episode 26 Why Selling Feels So Hard (And What to Do About It)

    27 May

    Episode 26 Why Selling Feels So Hard (And What to Do About It)

    If talking about your work, following up on enquiries, or asking for the sale makes you want to quietly look the other way, this episode is for you. This week I'm getting into something that doesn't get talked about enough in the home baking world: the discomfort around selling. Not pricing, not finding customers… the actual act of putting yourself and your work forward with confidence. I talk about the three beliefs that keep brilliant bakers stuck, why the version of selling most of us are afraid of isn't the version we actually need to do, and what the reframe is that changes everything. There's also one practical task, something you can do today, in about ten minutes, that will start to shift how you talk about your business. And at the end, I share details of the Sales Confidence Challenge, a free five-day challenge I'm running from Monday 1st June. One email a day, one short video from me, one task. Link below if you'd like to join. Sign up for the Sales Confidence Challenge: https://anniebennett.co.uk/the-hbba-sales-challenge-2026/ Connect with Annie: For structured support, training and accountability: Join The Home Baking Business Academy Membership https://anniebennett.co.uk/the-home-baking-business-academy/ For regular delves into baking business matters, including taking part in podcast episodes: https://anniebennett.co.uk/#subscribe For free tips, insight and real-world business talk: Follow me on social media https://www.instagram.com/thehomebakingbusinessacademy/ https://www.facebook.com/thehomebakingbusinessacademy https://www.tiktok.com/@hbbacademy https://www.linkedin.com/in/annie-bennett-hbba/ For her website with all this and more: anniebennett.co.uk

    17 min
  3. Episode 25: When They Say 'That's Too Expensive' — What to Do Next

    20 May

    Episode 25: When They Say 'That's Too Expensive' — What to Do Next

    Those four words. You know the ones. You've done the work, built your pricing properly, sent the quote — and then it comes back: "that's too expensive." And suddenly all the confidence you had disappears. In this episode, I'm talking about what's actually happening in that moment, what it means (and what it doesn't), and what to do next that isn't immediately reaching for a discount. We cover: Why "that's too expensive" is almost always budget information — not a verdict on your workThe two questions that fire at once when a client pushes back, and why the emotional one tends to drive the responseA real enquiry I had for a wedding cake — and what happened when I handled it properlyThree practical responses you can use when the pushback comesWhy guilt-discounting costs you more than just the moneyThe mindset shift that changes how these conversations feelIf you've ever said yes to a price you knew was too low just to make the discomfort stop — this one's for you. Connect with Annie: For structured support, training and accountability: Join The Home Baking Business Academy Membership https://anniebennett.co.uk/the-home-baking-business-academy/ For regular delves into baking business matters, including taking part in podcast episodes: https://anniebennett.co.uk/#subscribe For free tips, insight and real-world business talk: Follow me on social media https://www.instagram.com/thehomebakingbusinessacademy/ https://www.facebook.com/thehomebakingbusinessacademy https://www.tiktok.com/@hbbacademy https://www.linkedin.com/in/annie-bennett-hbba/ For her website with all this and more: anniebennett.co.uk

    20 min
  4. Episode 24: Stop Covering Costs and Start Building a Business

    13 May

    Episode 24: Stop Covering Costs and Start Building a Business

    Most home bakers price to survive. In this episode, Annie makes the case for pricing to build — and explains why that shift changes everything. If you've ever set a price by working out what your ingredients cost and adding "a bit on," this episode is for you. Because covering costs is the floor, not the goal. And if you've been pricing from the floor, it explains why you're busy but not building. In this episode Annie covers: Why "what do I need to cover?" is the wrong starting question — and what to ask insteadThe hidden costs that almost never make it into a home baker's pricing (but absolutely should)The three layers of pricing: direct costs, overheads, and the profit margin that actually builds a businessWhy low prices don't just affect your margin — they affect perception, and perception affects everythingThe real reason raising your prices often loses the wrong customers and attracts the right onesHow to use pricing as a filter, not just a formulaPlus: a practical exercise to find the gap between what you're charging and what you should be charging — and what to do about it. If your prices haven't been looked at in a while, this is the episode to listen to with a notebook nearby. For structured support, training and accountability: Join The Home Baking Business Academy Membership https://anniebennett.co.uk/the-home-baking-business-academy/ For regular delves into baking business matters, including taking part in podcast episodes: https://anniebennett.co.uk/#subscribe For free tips, insight and real-world business talk: Follow me on social media https://www.instagram.com/thehomebakingbusinessacademy/ https://www.facebook.com/thehomebakingbusinessacademy https://www.tiktok.com/@hbbacademy https://www.linkedin.com/in/annie-bennett-hbba/ For her website with all this and more: anniebennett.co.uk

    15 min
  5. Episode 23: What Are You Actually Worth? How Home Bakers Get Pricing Wrong From the Start.

    6 May

    Episode 23: What Are You Actually Worth? How Home Bakers Get Pricing Wrong From the Start.

    Are you working hard, making beautiful products, and still not earning what you should be? In this episode, Annie gets honest about the very common — and very costly — ways home bakers get their pricing wrong. Not slightly off. Wrong in a way that keeps skilled, dedicated bakers stuck. This isn't just a maths problem, and Annie doesn't treat it like one. Pricing is a mindset problem too, and until you address both, the numbers alone won't fix it. In this episode: Why pricing from ingredients alone is always going to leave you short — and what you're missing when you doThe problem with setting your prices by looking at what other bakers chargeWhat "pricing from anxiety" actually looks like, and why it's an emotional decision dressed up as a business oneHow to work out the full cost of an order — including all the time you're not countingThe hourly rate exercise that changes how bakers see their own valueWhy undercharging isn't generosity — and what it's actually costing youA simple three-question framework for approaching your pricing with clarityIf you've been avoiding the calculation because the answer feels uncomfortable — this episode is for you. For structured support, training and accountability: Join The Home Baking Business Academy Membership https://anniebennett.co.uk/the-home-baking-business-academy/ For regular delves into baking business matters, including taking part in podcast episodes: https://anniebennett.co.uk/#subscribe For free tips, insight and real-world business talk: Follow me on social media https://www.instagram.com/thehomebakingbusinessacademy/ https://www.facebook.com/thehomebakingbusinessacademy https://www.tiktok.com/@hbbacademy https://www.linkedin.com/in/annie-bennett-hbba/ For her website with all this and more: anniebennett.co.uk

    17 min
  6. Episode 22: Self Assessment Doesn't Have to Be Scary — Here's Why Bakers Dread It More Than They Should

    29 Apr

    Episode 22: Self Assessment Doesn't Have to Be Scary — Here's Why Bakers Dread It More Than They Should

    We're wrapping up finance month with the topic that sits underneath all of it — the two words that make even the most confident bakers go quiet: Self Assessment. In this episode, Annie unpicks exactly where the fear comes from and, one by one, dismantles it. Because the dread around Self Assessment is real — but it's rarely about the form itself. In this episode: Why "Self Assessment" sounds scarier than it actually isThe real reason so many bakers dread the number at the end — and how to fix itWhat HMRC is genuinely looking for (it's not perfection)Why avoiding your figures costs you more than looking at themWhat actually happens when you file — step by step, in plain languagePayments on account — and why they catch first-timers by surprise (see also: Episode 21)Key takeaway: Self Assessment is a form. An annual form. If you know your numbers, it's an afternoon — maybe not a fun one, but an afternoon. Links & resources: Join the Home Baking Business Academy Membership: https://anniebennett.co.uk/the-home-baking-business-academy/Episode 20: Is Your Record-Keeping HMRC-Ready?Episode 21: The Tax Bill That's Actually Two Bills This podcast is for informational purposes only and does not constitute financial or tax advice. Please consult a qualified professional for advice specific to your circumstances. For regular delves into baking business matters, including taking part in podcast episodes: https://anniebennett.co.uk/#subscribe For free tips, insight and real-world business talk: Follow me on social media https://www.instagram.com/thehomebakingbusinessacademy/ https://www.facebook.com/thehomebakingbusinessacademy https://www.tiktok.com/@hbbacademy https://www.linkedin.com/in/annie-bennett-hbba/ For her website with all this and more: anniebennett.co.uk

    17 min
  7. Episode 21: The Tax Bill That's Actually Two Bills — And Why Most Bakers Don't See the Second One Coming

    22 Apr

    Episode 21: The Tax Bill That's Actually Two Bills — And Why Most Bakers Don't See the Second One Coming

    Ever filed your Self Assessment and found yourself staring at a number that's much higher than you expected? You're not alone — and in this episode, Annie explains exactly why that happens. The short answer: your tax bill isn't one bill. It's two. And if you don't know about the second one, it can feel like a real shock. In this episode, Annie covers: When your first tax bill actually arrives — especially if you're newer to self-employment. The tax year runs April to April, and your first return isn't due until the January after that year ends. If you started your business in autumn 2026, your first deadline is January 2028, not January 2027. National Insurance for sole traders — how Class 2 and Class 4 NI work, why they show up inside your Self Assessment total rather than separately, and why it matters for your State Pension. Payments on account — what they are, when they kick in (when your Self Assessment bill exceeds £1,000), how they're calculated, and why the first time you encounter them can feel like a double hit. Plus: why they're not extra tax, and how the rhythm evens out over time. How to prepare — including setting aside 20–30% of income throughout the year, and when it's legitimate to apply to reduce your payments on account. This is the final episode in the April finance series. If you've been listening along, you now have a solid grounding in expenses, record-keeping, tax changes, and what your Self Assessment bill actually looks like. Well done for showing up for your business finances. Want to go deeper? The Home Baking Business Academy has a full financial programme this April covering everything discussed across episodes 18–21 — in the practical detail that's actually relevant to running a baking business from home. https://anniebennett.co.uk/the-home-baking-business-academy/ For regular delves into baking business matters, including taking part in podcast episodes: https://anniebennett.co.uk/#subscribe For free tips, insight and real-world business talk: Follow me on social media https://www.instagram.com/thehomebakingbusinessacademy/ https://www.facebook.com/thehomebakingbusinessacademy https://www.tiktok.com/@hbbacademy https://www.linkedin.com/in/annie-bennett-hbba/ For her website with all this and more: anniebennett.co.uk Please note: this episode covers general information for sole traders in the UK and is not financial or tax advice. If you're unsure about your specific circumstances, speak to a qualified accountant or tax adviser.

    19 min
  8. Episode 20: Is Your Record-Keeping HMRC-Ready — Or Just a Shoebox of Hope?

    15 Apr

    Episode 20: Is Your Record-Keeping HMRC-Ready — Or Just a Shoebox of Hope?

    In episode 20, Annie talks about what HMRC actually expects from you as a sole trader when it comes to record-keeping.  Because most bakers have a vague sense they should be keeping records without really knowing what that means in practice — or quite how long they need to keep them. The episode covers: What HMRC requires (and what it doesn't)The five-year rule and why it matters more than most people realiseWhat counts as a record for both income and expensesFive questions to honestly assess whether your current system actually worksWhy the bakers with the least financial stress aren't the most organised — they're the most consistentThis isn't about having a perfect system. It's about having one that exists and works for your real life. Want to go deeper? April is finance month inside the Home Baking Business Academy. We're covering record-keeping and expenses, tax changes and MTD in practice, National Insurance and payments on account, and a full step-by-step Self Assessment walkthrough — designed specifically for home bakers, in plain language.  Join The Home Baking Business Academy Membership https://anniebennett.co.uk/the-home-baking-business-academy/ The start up guide which includes the finances guide: https://anniebennett.co.uk/#subscribe For free tips, insight and real-world business talk: Follow me on social media https://www.instagram.com/thehomebakingbusinessacademy/ https://www.facebook.com/thehomebakingbusinessacademy https://www.tiktok.com/@hbbacademy https://www.linkedin.com/in/annie-bennett-hbba/ For her website with all this and more: anniebennett.co.uk

    20 min
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About

The Profitable Baker — for bakers who mean business with Annie Bennett You bake beautifully. But running a profitable baking business? That’s where things can get messy. Each week, business mentor and baking industry expert Annie Bennett helps home bakers move beyond “just getting by” and start building a real, sustainable business. Inside every episode, you’ll hear practical strategies, honest conversations, and inspiring stories from bakers who’ve turned their passion into profit. From pricing and visibility to mindset and marketing, Annie breaks down what really works — without the fluff or overwhelm. If you’re ready to feel confident, charge your worth, and finally think like a business owner (not just a baker), you’re in the right place. From Annie Bennett at The Home Baking Business Academy Helping bakers to start and grow a profitable Home Baking Business. https://anniebennett.co.uk/

Information

  • Creator
    Annie Bennett
  • Years Active
    2025 - 2026
  • Episodes
    28
  • Rating
    Clean
  • Copyright
    © 2026 The Profitable Baker Podcast
  • Show Website
    The Profitable Baker Podcast