Enterprise Nation

Growing up in a family business environment meant Louise Land had always wanted to have her own business. She started work on a plan in early 2008 and is now confidently up and running (whilst still working a day job.) With the kitchen serving as her home office, we ask Louise how a passion turned into an enterprise.

When did it all start?

I started to put together a business plan and research the market in early 2008, at first focusing more from an events perspective but as I became more and more involved it was with the cupcakes that my heart truly lay. I noticed that there was a gap in the market in the Cotswolds area; there were businesses based in Cheltenham or Gloucester, but no-one had really focused on the Cirencester and the Cotswold villages, so I decided to give it a go!

How did it all start?

I’ve being baking cakes for family, friends and colleagues for quite a few years, but only really took it seriously in the last 18 months or so. When my brother got engaged in December I offered to make their wedding cake as my gift to them. Since then I’ve been baking for everyone at any opportunity: birthdays, weddings, christenings etc.

It’s difficult for me to say that my cakes are great, modesty sometimes prevails, but everyone has said how much they like them. Whilst family and friends are good at giving me positive feedback, they’re also not shy to say when something is not quite right. They’ve taste tested everything from traditional fruit cakes to sponges, and then my cupcakes; which are the ones I enjoy the most.

Where does your love of food come from?

Without a doubt my grandmothers, in particularly my Granny on my father’s side. From an early age, baking has been as passion of mine. My grandmother lived with us for 15 years and was the head chef in the house, whilst my parents ran the family business. My grandmother was always baking, and I can vividly recall my brother and I baking Victoria sponges or jam tarts with her during the school holidays, then arguing over who got to lick the spoon afterwards! Most days we’d come home to the smell of fresh baking of a meat pie or fruit tart, and during the Christmas and Summer School fete sessions, she would be baking batches of hundreds of mince pies and scones. It’s no wonder I caught the food bug and it has evolved into a life-long love of food and being in the kitchen.

You cook the cakes in your kitchen – does anyone else help out?

It’s just me. My partner, Ian, has been let off from cake baking duties, much to his dismay. He does enjoy baking too, and he’s been known to sneak in a baking a session when I’m not around. However, he does have the highly responsible job of being Chief Taste Tester, at which he’s happy to indulge in.

Your website is lovely – who came up with the design?

Thank you! Having a software and web development background, it was something that I was keen to get up and running with the launch of the business. Having spent the last year researching and developing the business ready to start, I’ve looked at a lot of cupcake websites, and I noticed that they tended upon a pink and blue and cute cupcake theme. I wanted something different, and didn’t want to merge into those already out there and get lost, so to speak.

I had an idea in mind of a clean and fresh site that would stand out from the others, so I scoured design resources and put something together on paper before building the site. I treated myself as a client, like I would do for my ‘normal’ work, and I must say I am a satisfied client. There are a few things I’d like to tweak but nothing major. I’m really glad people like it, and say it’s different to other cupcake sites as that was my primary aim.

How are you making sales/generating new business?

Initially I have relied upon word of mouth and family and friends recommendations, which has kept me incredibly busy.

With the website I have tried to incorporate as much search engine optimization (SEO) as I can to help boost our page rankings in Google, Bing or Yahoo etc.

I am hoping to start taking part in the local craft fairs and see if I can get involved with our farmers markets. I’m also taking advantage of the rise of social networking sites such as Facebook and Twitter to help promote myself, and my blog that talks about all the other things I bake, not just my cupcakes. I’m hoping that once I’ve built up a good reputation I’ll be able to start investing in advertising in a more traditional sense, but at the moment I’m having a great response online, and I’ve only just launched.

Do you plan to give up your job this year and go full time in the business?

I’d love to, but this year I’m not quite ready to go full-time. The plan is that sometime in the future I will be able to. First off is building up my client base and reputation, then I think a bigger kitchen is in order. But hopefully things will pan out to plan, and I’ll be able to go full-time.

• Louise Land, Cirencester Cupcakes