Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Elizabeth Johnson, Owner of Lizzie's Bakery, located in Acton, MA, USA.

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

Lizzie's Bakery specializes in bespoke custom cakes and desserts for any occasion! My customer base is all ages! Since everything is made to order, 95% of my customers are Boston-based.

Tell us about yourself

I have always loved baking. I attended a very conservative university, so there were no alcohol or crazy parties - but I would always throw dessert parties in college. Pinterest was also popular in college, so I would try to recreate Pinterest recipes for my roommates and friends. Then I graduated in advertising and took a job in influencer marketing and social media. I was so bored at this social media job that I would go home and study cake recipes and watch tons of cake youtube videos to learn how to decorate round layer cakes (something I haven't tried!) Then weeks later, I suddenly get laid off. I was so shocked. I was newly married while my husband was in college, and I was the main breadwinner in the family. Luckily, my husband was about to graduate, so I decided not to get another job and just try selling my cakes - I sold my first cake to a friend for $20. Then we ended up moving to Los Angeles, and instead of getting an office job, I decided to freelance and bake on the side. I would try to get whatever cake order I could to build up my cake skills. Then my husband's company asked if we wanted to move to Boston, and I immediately said yes because I've lived here before and love the city so much! I ended up taking a nanny job, and we only knew 2-3 people when we first moved there. I kept just trying to get Lizzie's Bakery's name out there as best I could, but what was the big game changer was partnering with a very well-known Boston food influencer. I made her a free birthday cake, and she posted about me on IG, and my follower count BLEW up overnight, and I was getting so many cake inquiries in my email! I went from making 2-3 cakes a month to making 36 cakes that month! Ever since then, Lizzie's Bakery has kept growing, and I was able to quit my nanny job and go full-time cakes in July 2018. I have 2 boys, ages 4 and 2, and they definitely keep me on my toes always. They are so wild and fun, and I love being their mom. I'm also currently training for the Boston Marathon, and I love staying active when I can.

What's your biggest accomplishment as a business owner?

Every year is always so different, and I never know what will happen. My biggest accomplishment was getting on the food network. I competed in one Girl Scout Cookie Championship episode, which was SO FUN. Another accomplishment was winning Best of Boston wedding cakes in 2021 and making a cake for Khloe Kardashian, which she posted on her IG!!

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

The hardest thing that comes with being a business owner is being afraid to fail. I think that's what stops me the most because I'm the one that has to keep on going to make this business work. But taking those risks is always so nerve-wracking, and no one gives you a blueprint on how to do this - so there's always lots of googling and lots of trial and error. But the ending outcome has always been so rewarding.

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

  1. Just START. Don't worry about how you're going to get clients or how to get all your ducks in a row before starting. Just start. Make an Instagram and FB account, and start telling your friends and families; the word will spread once you start!
  2. Make those connections - Every time I make a new connection, I'm always treating it as a friendship first. Build that trust, and don't expect to get something out of someone before actually getting to know the person you want to have a relationship with (personal or business).
  3. Outsource! If your personal life is chaotic, get that house cleaner, hire an assistant, and let go of some workload to help your business grow.

Where can people find you and your business?

Website: https://www.lizziesbakery.com/
Facebook: https://www.facebook.com/lizziesbakery/
Instagram: https://www.instagram.com/lizzies_bakery/

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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