When Barbara Felix started her business, Felix the Cook, over ten years ago, she was looking for a way to provide for her family, while doing something she loved. Finding her sweet spot with custom-made sugar cookies, Barbara has attracted big name clients like Google Ventures, UPS, and The Four Seasons. How can your business do the same? Listen as Barbara shares her best secrets for attracting and delighting clients. Find us on Stitcher You can also read the transcript below: Small Biz Stories is brought to you by Constant Contact. Constant Contact is committed to helping small businesses and nonprofits connect to new and existing customers with email marketing. You can be a marketer, all it takes is Constant Contact. Find out more at ConstantContact.com. Barbara: I’ve spent plenty of time working in offices thinking, “How can I get out of here?” I am not a paper person. I don’t care what industry it’s in, I cannot stand sitting behind a desk. So with cookies, I just love being the boss and being the creative person. I get physically ill if I cannot create something. Dave: Meet Barbara Felix, owner of Felix the Cook. Like so many businesses owners, Barbara became her own boss to avoid a boring, cookie-cutter career. Starting a business of her own, Barbara has the freedom to spend her days as she likes — which in her case means delighting customers with custom-made sugar cookies. If you’ve ever wondered if you have what it takes to start a business — or if you’ve already started and you’re wondering how to take things to the next level, listen up. Today, Barbara shares her secrets for how a one-woman operation can use customer relationships to land big-name clients like Google Ventures, UPS, and The Four Seasons.More than fifty percent of small businesses fail within the first five years. These are the stories of those who beat the odds. My name is Dave Charest and I’ll be your host as we share the stories of some of the bravest people you’ll ever meet, small business owners. You’ll hear how they got started, their biggest challenges, and their dreams for the future. Dave: Many small businesses start with a combination of passion and necessity. When Barbara started her business over ten years ago, she was looking for a way to provide for her family, while doing something she loved. Listen as she describes her early attempts at finding the right fit and how an early mentor helped point her in the right direction. Barbara: Well, my dad was a cook. My dad always cooked at home. And I loved to play in the kitchen. I loved making things and my mother let me do whatever I want with butter, sugar and flour. So I have absolutely no fear of sweet stuff. And I grew up, got married, got divorced and decided I needed a career because I’ve been to high school, of course, but not much college. So there I was, a single mother with two children looking for something to do and I thought well, maybe I can take a cooking class and instead I decided to take the full program at the California Culinary Academy and do 16 months and come out as a chef. So I worked at a really fine restaurant for a couple years and then found it was just too difficult as a single mother to keep the hours of a kitchen, which were pretty brutal, and mind my kids. So I quit that and got into private chefing after a stint of making desserts for restaurants. There were a couple of small restaurants I worked for that didn’t have the time or the space to do their own pastry. So I’d do that for them. Again, pastry was always my favorite. And with the kids, I would make cookies with them every holiday like Halloween. I can’t get over it. That Halloween, I made black icing, my son was in heaven with black icing everywhere. So we’d do that and then one year one of my instructors was at the house for Christmas and she saw my cookies and she said, “Oh my God, Barbra, you have to sell these.” I said, “Really?” So because I trusted her, I pursued the cookies. I was private chefing at the time and I asked one of my clients what she thought. She suggested I get a year of cookies. So that was a great idea. So I designed 12 collections with 6 designs each to make up a dozen cookies for every month of the year, and got connected with a web designer, who started with that page, our cookies of the month. And from there it just grew. It was very word of mouth, very word of mouth. Dave: So, just talk us through kind of that inspiration for doing the cookies? Barbara: Oh! The inspiration was I can do this, and it’s fun and people pay me! That’s what it was. And that having someone whose opinion that I trusted told me they were wonderful. That’s what I needed because I get in my own little bubble where I can’t see outside. And if you go on cookies websites, it’s amazing what people are doing. They’re total artworks. And if you look at that, and then look at what I do and it’s like, well I’d never measure up. The funny thing is, is that they’re doing the same thing. Everybody is comparing, which is silly. But I wanted a way to make some money that wasn’t as difficult, as private chefing can be. I wanted to do something that I was entirely comfortable with, which is pastry. And it’s a fun job and it’s a happy job. People are so happy when they can get on my schedule. They are happy to order their cookies they’re anticipating, and they’re happy when they get them. So I like happy uplifting things. That’s why, I’m not curing cancer but I’m making people happy, nothing wrong with that. Dave: With cookie-making, Barbara found the sweet spot she was looking for. Now, she had to find something just as important — a loyal customer base. Luckily, this wasn’t Barbara’s first business. Through her past endeavors, Barbara already had some ideas about her target market, what they wanted, and how best to reach them. Barbara: Now, I spent some time in Texas for 10 years and I had my own business there as well, making curtains and drapery and shades. And my first customer was a junior-league lady and I had learned very well. You tell a junior league lady, you’re set because they all tell each other, they all call each other. So with that experience, with the cookies I thought, I got to donate to the junior league. And I did the same thing. I picked a couple different charities and I’d make a significant donation and people started calling. And that’s how it started, with donations, because I had to get the word out. Dave: Did you set any goals for your business when you were first getting started? Barbara: Oh, I wish I could say yes! I wish I could say I followed my business plan to the T. I did not. My goal was to make some extra money. I’m a single mother with two kids, money was the ticket. So, with the help of friends, I thought it was important to get a website together and that was my first goal to get all those 12 months of designs made. Then to set up a photography booth or some way to get…I bought my first camera to do the photographs, my first little instant camera. And, to set up a business account, I set up a checkbook. The goals were very small and then to find charities where I could donate because I knew that’s where my market was. See, I knew, from my experience of having my business in Texas, I knew what these ladies wanted. I knew what they w...
