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For the Love of Cookies

4/6/2018

 
I don’t think any of us said as I child “when I grow up, I’m going to be a cookie decorator”. But here we are! Decorated cookies are exploding right now on the baking scene and there is SO much amazing talent that is being showcased through them. For me personally, I don’t consider myself a baker. It’s just this weird and unexpected niche that I’ve fallen into as a way of expressing my creative side. And the greatest thing of all is this huge cookie tribe across the world who has joined forces on social media outlets to share their work and support each other. This community of bakers and artists is like no other I’ve personally experienced. You rarely see professions like realtors for example, who are liking and commenting on each others work saying “yassss queen, you slayed that home sale!” And yet there’s this group of like minded cookiers following one another on instagram, commending each other and sharing ideas, trials and tribulations in the Facebook chat groups and coming together at different classes and events like the much sought after golden ticketed Cookie Con. We love connecting and sharing the new things we’ve learned with each other. Which brings me to this blog post, and I’ve got some shit to say - because I love you all and it’s time we get real about this business that we’re in. So finish up mixing that bowl of perfect Tiffany blue icing and sending that last email to the client who just added an extra 3 dozen to their order due tomorrow, heat up that coffee or tea and let’s do this.
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I started this blog only this week and within a few days have had several requests to talk the business side of things. And trust me, I have some opinions. For me and so many of you, this business is a side hustle. And if it’s your full time gig, I bow down to you! I’m a stay at home mom, a mediocre at best house wife and cookies are actually what I do for fun. But they are a TON of work and fitting them into an already tight schedule of school runs, extra curricular activities, medical appointments, meals, sibling rivalry, colds and flus, taking a shower and feeling like a human at the end of the day... it’s a lot! And the same goes for anyone who is trying to juggle a business and life. Which is why when it comes to knowing the value of your time and pricing your product for what it’s worth, I’m passionate about it.

When I hear another cookier say they are charging $20 per dozen for custom decorated cookies, I literally want to jump though the computer screen and shake them. I love ya, but someone’s gotta do it. In my humble opinion, if you are charging under $36 per dozen, you need to really consider if this is the right business for you. Why? Because cookies cost money and time to make just like anything else. Sit down and factor how much money it costs you in ingredients alone to make a dozen cookies - butter and vanilla anyone? Now factor your time - communicating with the customer, creating and finalizing designs, dough, cutting, baking, icing prep, creating consistencies, every stage of decorating, packaging, billing and coordinating pick ups and deliveries. Now how much money have you made for that dozen that you just charged $20 for? Nothing! You’ve actually donated time and unless you're Mother Theresa, that's not running a successful business by anyone’s standards.
Dare I even ask how much have you spent on supplies? Don’t worry, I'm not telling your husband - but don't get me started on the cutters, stencils, airbrushes and colours, painting tools and food dyes, boxes, shred and bags... Not to mention when you custom order those cutters or stencils for a specific set. How is $20 per dozen covering your operating costs?
A good cookie artist should be charging AT LEAST $36 - $42 per dozen, base price for their cookies. “But no one is my area would EVER pay that much”. And maybe that’s true, but why does that mean that you should be making them at a loss for yourself? Guess what, not everyone can afford decorated cookies - and that's ok. That’s why Walmart and all the other grocery stores sell them too. YOUR cookies though, are not Walmart Cookies. Your cookies are a luxury custom ordered item that is planned down to every detail for your clients gift or event. Your cookies are not for everyone and the person who won’t pay more for it isn’t your target customer anyway. Your target customer is the one who sees the value in your product and what you do and knows they are paying for the WOW factor that your cookies provide. And let’s be honest, how much does one pay for a custom cake, party rental and supplies? There is no reason that your cookies should be on the low end of the budget with how much time and love goes into them.
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Your customer wants to WOW, the details catered specifically to them that they won't find on a store shelf.
Know your audience. Fun fact, 7% of my Instagram following is men (and probably accounts largely in part to my husband and friends husbands), and 93% is women. Women who are always looking for that wow factor to add to little Johnny’s pinterest inspired race car birthday that she’s been pinning and planning mentally for months. Women who for Father’s day want to buy their husbands and dads anything but another boring tie or worlds best dad hammer. Women who want that perfect addition to their best friends bachelorette’s, weddings and baby showers... are you picking up what I’m putting down here? These fine ladies are not wanting some cheap run of the mill product. They want your product and know that it’s also going to cost more, just like all of the other food, baking and décor for their event. They know there's a big difference between that 20 pack of cookies for $3.99 at Walmart and the custom ones from you. And we as bakers and artists LOVE bringing their visions to life and presenting it to them in packaging that is ready to gift or be showcased at their occasion. They know that it is one less thing they have to worry about when they order from YOU!

Market yourself to the clientele you want. The ones who know your value. How? It can definitely be hard to start, but with some creativity it’s totally doable and creativity isn't something you are lacking. Gone are the days though of posting a flyer on the community bulletin board. We all know the way to building your customer base now is social media. You can have the most beautiful cookies, but if you’re posting a photo of them on a baking rack in the corner of your kitchen, they aren’t going to sell. Up your photo, presentation, and packaging games. Get creative, use proper lighting and add cute props even. Show the customers your cookies in detail, but also showcase the whole package they are buying. The box, the shred, the ribbons and tags... it is what is going to set you apart. Market your business on the local community Facebook groups, especially the mom groups. Hold contests for a free set of cookies. Partner with a local business. Donate to community events. Make cookies for your kids playgroup or class, or your husbands work. Hand out your business cards and slap your stickers on those neatly heat sealed and ribboned cookie bags. Sign up for a market. Never held a holiday pre order? Make your samples, take pictures and post them everywhere. Get your name out there and bring your A game with your product and customer service. Doing the initial work is what’s going to get you running, get people talking and keep you going!
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Market to the clientele you want. Your presentation, packaging and photos are what's going to set you apart.
Like any business, it takes guts to stand your ground and know what you’ve got. If you don’t believe it, no one else will. Put as much pride into marketing and pricing yourself correctly as you do creating your product, and take no shame in your game because YOU are all you have to make it happen, no apologies to be given when they say “ohh, but they're JUST cookies”. Cause they’re not.
Chelsea link
4/7/2018 12:15:37 pm

Love this! It’s just what I needed to hear. I recently raised my prices and was second guessing myself. Thanks for the push forward and confidence boost. Do you recommend posting your prices up front?

Terri link
4/7/2018 08:15:36 pm

I find that it’s easier to defer a customer to my website for pricing. I will give them a range in person, but they can get the “oh my gosh that’s a lot” out of the way on their own time and ponder their options. Stand your ground and know your worth.

Corianne
4/7/2018 10:41:50 pm

Exactly!

Corianne
4/7/2018 10:40:26 pm

I’m so glad I can help! Personally I post just a price range in general as I quote every project individually and subject to the design, complexity and amount being ordered.

Corianne
4/11/2018 05:01:46 pm

Hi, I'm so glad this helped! Personally I post a price range for cookies but I quote each request individually as there are so many factors that contribute to the final price.

Suki
4/7/2018 01:29:47 pm

I have been waiting for a blog like this for so long. I am actually working on my pricing right now and I am so glad I read it blog. Even though I am going to have to reread its few more times, thank you so much! Keep'em coming.

Corianne
4/7/2018 10:40:52 pm

Thank you!!

Nicole
4/7/2018 02:50:54 pm

YEEEES!! Love this post!! Sometimes I totally second guess myself when I give a price and get the response "Oh, that's waaay to much for cookies!" Still working on prices as well and this will help out a lot!!

Corianne
4/7/2018 10:41:28 pm

I’m so glad this helps you!

Elyse link
4/8/2018 08:32:21 pm

Great blog!! Pricing is something I struggle with. I am going to evaluate my price list. I never thought to take into account speaking with clientele and other things you mentioned. Thanks for opening my eyes to that!

Christine
4/27/2018 11:32:25 am

Well said! You have just said what my family has been telling me all along. That I don’t charge enough for my cookies. Thank you for reinstating the value of our craft!! 😊

Denise
5/16/2018 06:04:11 am

I am starting a cookie business and was wondering how u accept payment? Is it easier for them to pay upfront on website, pay deposit of half up front then the rest at pick up? Just looking to see what has worked best. I would to put a lot of time and effort into cookies that are requested and then never paid for. Thanks for you help

Heathet
6/30/2018 03:44:56 pm

Omg! I love this! You definitely hit the head on the nail with this blog post! 😁

Claudia hernandez
7/1/2018 09:30:31 am

This was exactly what I needed to read!!! I have had all these questions!! Just branching out to cookie making and questioned everything! Especially pricing! But I have learned my time is valuable and 36.00 a dozen is what I charge so far... and I add an extra 5.00 if they want it boxed etc. Thank you for easing my stress!!! Lol

Erin
7/19/2018 08:52:26 pm

Hi Corianne,
Thank you SO much for taking the time to make this post! This is so encouraging for me as I’m just starting out. Also, thank you so much for the marketing tips!! 💖💖💖💖

Bre link
8/6/2018 08:32:25 pm

Thanks for this post! I just started making cookies in December and only charge $15/dz. I've been wanting to increase since I've gotten better at them, but just wasn't sure since I'm not a "baker by trade"

Claudia Hernandez link
12/3/2018 08:42:56 am

I just want to thank you for all the info you share. For always responding to my dm’s.. and for being NICE!!! I love your posts, your cookies and your blog! I started “baking” a year ago with cakes in mind. Struggles when I tried cookies- mainly BC getting the icing right was so hard lol! But now-I’m obsessed. I’d rather do only cookies! You’ve inspired me to up my pricing game and I always come away more informed and confident after speaking w you!! So thank you for doing what you do!!! Do you post anywhere about doing mass quantities/ dough/icing? How do you manage ? I try to take one day for prepping dough... but I just saw allllll your icing - omg! Nuts! But I do need to make lots of dough and store!!! Anyway- just wanted to say you are amazing! I’m a home mom too and handle everyone’s life - and now this! Haha- they just gotta deal w it:)

Seki Designs
12/13/2018 07:35:54 pm

Thank you for sharing this...I have an extremely busy full time job so just do this as a “super side hustle” but part of my hesitation is because I feel that since I don’t do it full time I’m not as good and therefore can’t charge prices like that...but you are absolutely right...I should be charging more, my creations are worthy and so am I!
P.S. I’m super proud to see a fellow “Prairie Girl” kicking butt out there and I’m inspired by your posts and photos!

Dina Babakhanian
3/26/2019 09:31:34 am

how much do you suggest to charge for mini's approx 2", not too detailed design, two colours max

Heather
8/28/2019 01:29:08 pm

I have questions regarding the legal side of things. Like food safety, requirements etc. Are we required to obtain a Food Handling Permit from AHS, do we have to prepare the cookies at a commercial kitchen (assuming we don't have one in our home) or are we allowed to prepare in our own kitchen, are we required to have a Food Safety certificate from AHS. Are we required to label our product in a specific way? This kind of information would be awesome to know.

Cecilia
8/30/2019 10:19:16 pm

I love this post! thank you so much for this words! You help me very much! 💜

Ann
8/31/2019 09:19:30 am

Wow, just WOW! As a newer cookier it’s exactly what I needed to hear! 👍🏻 Thank you!


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