Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Tonya Saidi, owner of Mamma Toledo’s The Pie Hole, located in Phoenix, AZ, USA.
What's your business, and who are your customers?
I bake homemade pies, cakes, cheesecakes, and chocolate eclairs to sell them out of a vintage 1968 Chevy Step-van and a 700 square foot retail shop in Phoenix, AZ. My customers are young and old and everyone in between. If you walk in the shop or come up to my truck, you are treated like you came over to my house for coffee and pie. Some of my customers have become great friends. Some customers only come in when they visit from out of town or out of state, and I even have some regular customers from Canada. The surrounding neighborhood by my shop in Moon Valley is filled with loyal supporters of pie and all the delicious things we make with love.
Tell us about yourself
My mother died of cancer, and I helped take care of her with hospice the last two months of her life. During that time, I decided I wanted to continue taking care of people at such a crucial stage, so I became a Nurses Aid and went to work at a residential care home. During the time, I wanted to bake something special for the women at the home, so I grabbed a baking book I got from my mother after she passed away. I made a Raspberry Pie from scratch, crust and all, and the nurse that worked with me couldn’t stop talking about how great the pie was and how amazed she was that it was my first time making crust. After that, I started making pies for everyone’s birthdays and special occasions. A friend of mine kept pushing me to do something with my desserts because she loved them and couldn’t cure the craving she had for them, so she wanted me to start selling them. I put out a flyer through email at work, and people started placing their orders. That was November of 2009. My mission statement is “I want to feed and nurture the world one dessert at a time.” Baking is an expression of my compassion for humanity.
What's your biggest accomplishment as a business owner?
My biggest accomplishment as a business owner is that I’ve been able to support myself with only the income from my business since 2011, when I left my real estate job. I’ve had extremely tough times but have persevered and come out a little bit wiser and stronger on the other end.
What's one of the hardest things that come with being a business owner?
One of the hardest things that come with being a business owner is that I can’t leave work at work. It goes everywhere with me all the time, but since I chose something I love, that’s an expression of love, it isn’t so terrible.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Payoff all your debt before starting your business.
- Having enough money in savings for all your living expenses for the first year.
- Do something you love that way when things get extremely challenging; instead of giving up, you will give more to your business.
Is there anything else you'd like to share?
One more thing I’d like to share. If you are planning on having employees treat them well and include them in small decisions, this will give them a sense of ownership, and they will be loyal and take pride in the job they are doing for you.
Where can people find you and your business?
Website: http://mammatoledos.com/
Facebook: https://www.facebook.com/MammaToledos/
Instagram: https://www.instagram.com/mammatoledos/
Twitter: https://twitter.com/mammatoledos
LinkedIn: https://www.linkedin.com/in/tonya-saidi-2594a72b/
If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.
Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.