Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Nickie Johnson, Founder of Brown Sugar Baking, located in Harvest, AL, USA.

What's your business, and who are your customers?

I own Brown Sugar Baking, a licensed black-owned home bakery in Harvest, Alabama! I service anyone who loves sweets! I offer a variety of scratch-made baked goods, including custom cookies, giant cinnamon rolls, giant cookies, bundt cakes, brownies, muffins, and more! I create unique flavor combinations (like my strawberry s'mores cinnamon roll) and traditional flavors, too (can't go wrong with a chocolate chip cookie)! This year, I've started offering cookie decorating classes. You can find me at local events and markets around the Madison County area, and I can ship certain products throughout Alabama. You can also order from my website. I rotate my flavors every month, and I have something new at each market and event that I attend! I pride myself on creating quality products that aren't too sweet and are packed with flavor.

Tell us about yourself

I'm a southern girl through and through, and I have ALWAYS baked. I was lucky enough to be able to watch my great-grandmother sell her delicious cakes into her 80s, and my grandmother taught me everything she learned from my great-grandmother. Baking was always just a hobby I enjoyed. I never thought it would turn into a business! Funny enough, my dream had always been to become a veterinarian. I graduated with my Bachelor's in Animal-Science at Auburn University, and I've worked in vet offices and research departments. After deciding not to go to vet school and becoming a stay-at-home mom to two beautiful boys during the pandemic, I wanted a way to get back into doing something I loved. After experimenting with a few muffin recipes and giving extras away to friends and family, I was constantly encouraged to start selling. After a short trial run, I started Brown Sugar Baking, and here we are a year later! Being able to share my passion for baked goods with other people really keeps me going--I love interacting with other people! Being able to earn an income while staying home with my kids is a HUGE plus, especially knowing that I'm building a legacy and creating generational wealth for them. And my husband doesn't mind being able to sample my new creations!

What's your biggest accomplishment as a business owner?

My biggest accomplishment would be juggling a business while having two small children (ages 2.5 and 1.5). I'm often asked, "How do you do it?" and the answer is: not easily! I'm grateful to my mom and friends, who will occasionally help me bake and package items, and my husband, who is my Certified Quality Assistant Manager (aka my go-to taste tester, lol!). Balancing being a mom and a business owner is something I'm learning to do every day; some days are easier than others, and it for sure gets stressful, but seeing my clients enjoy what I've created makes it all worth it.

What's one of the hardest things that comes with being a business owner?

The hardest part of being a business owner (especially when you're mainly doing it by yourself) is staying on top of all the behind-the-scenes tasks. Some people think all I do is bake all day (I wish!), and that's partially true! But there's also do marketing research, scheduling and creating social media content, keeping my website updated, advertising, creating new recipes, ordering supplies, finding events and markets, networking, maintaining finances, and so much more, on TOP of having a family. It can be very overwhelming, especially as a fairly new business. Outsourcing isn't always financially feasible for new businesses, and it's hard to delegate something that you're still figuring out yourself!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

This is so hard to narrow down to just 3! I would have to say my top 3 tips are:

  1. Network, network, NETWORK! Make business cards or create a free QR code for your social media profiles. Find a way to mention your business in random conversations in the store, attend local networking events, post in local Facebook groups, and put yourself out there! I know this is terrifying for the introverts out there, but networking is what's going to propel your business and put you in places you'd never imagine. The easiest way to be memorable is to be true to yourself and your personality because no one does you like YOU!
  2. Never think you're done learning. Whatever your craft is, learn everything you can about it. There are so many great resources on social media - I can't tell you how many different baking groups I'm in on social media with people who have been in business much longer than me that give advice and suggestions for FREE. I've gained so much knowledge on new recipes, techniques, and marketing information, and I didn't have to pay a dime! Stay consistent with learning about the different aspects of your business, and the results will speak for themselves!
  3. Learn everything you can about marketing. Everyone isn't your customer- this is a hard pill to swallow when you're starting out because you want your business to do well. It takes time to build a client base, so don't rush it! Figure out who your target audience is, and really gear your product/service to THEM. You won't be everyone's cup of tea- that's ok! It will be easier on you physically and mentally to target a specific audience versus targeting everyone! Once you learn that, it'll be easier to create social media content and advertisements because you know who you're talking to.
  4. So, take a leap of faith and just START! I went back and forth for months before even doing a trial run. I felt like I had to learn XYZ things and have everything figured out before I started, and that's not the case. I didn't have everything figured out when I started, but I learned as I went. I'm glad I started when I did, but I definitely wish I had started sooner.

Where can people find you and your business?

Website: https://www.brownsugarbakinghsv.com/
Facebook: https://www.facebook.com/brownsugarbakinghsv
Instagram: https://www.instagram.com/brownsugarbakinghsv/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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