Month: August 2016

7 Steps to setting up a Marketing Plan for your Cake Business

 Hello RotimiCakeLady here, founder of Baking Business School and the Mini Course: How to start a cake business in 7 days. I help struggling home base cake business with strategies to make more sales, get more customers and start making more money.

I also help those who have a passion for baking transition from being hobby cake makers to becoming cakepreneurs.

This week I will be providing you with 7 important steps to follow in setting up a marketing plan for your cake business.

When i first started my cake business journey, I had no plan, no idea on how to tell people about my wonderful cakes. I kept posting on every social media platform hoping that will get me customers, and was so disappointed when no customers came. It was not until I created a plan on how to market to my target customers, that i started seeing results.

Taste alone is not enough to market your cake business to potential customers, so it’s important to develop a marketing plan to promote your cake business.

There are many ways of getting more cake orders and sharing with the world your cake business, but before you start you need to come up with a marketing plan. Here are a few pointers to help you know what marketing strategies to adopt for your cake business.

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Step 1

Create an avatar of your ideal customer. This means that you should have a clear idea of the profile of your target market. You may think that your customer is everyone, but it isn’t. Yes, it is mostly women that order cakes, but not all women are your customers. You will go a long way if you know who your customer is in order to create your marketing and advertising strategies.

In order to create your customer’s avatar, think of whom you want to be your customer. You need to build an outline identifying the age, location, income level, occupation, schooling level, lifestyle, hobbies, interests, fears, worries and stresses of the customers you plan to market your cakes to. This profile will help you develop marketing strategies and tactics to attract your core customers.

Once you have completed this exercise, you will have heaps of information on your target market, where to find her, how to help her and connect with her. For example, you may plan to focus on creating character cakes for kids, so your customers will be mothers of children between the ages of 1 to 8.

Step 2

Another thing to consider when developing a marketing plan is the location you plan to market your cakes to and what type of competition is around there. If there are several cake shops in the area where you are located, you will have to get more aggressive in your marketing to be ahead of the competition. One way is to either create a niche or find something unique in your products to sway customers to you.

Compare the types of cakes and the services you offer with that of your competitors. This way you will know if you should offer something extra, such as next day delivery or cake decorating classes.

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Step 3

Perform a S(strength) W(weakness) O(opportunities) T(threats) analysis for your cake business.

For example, a strength of yours may be that you have excellent skills in creating character cakes while a weakness may be that you are a one man business so cannot take up a lot of orders. Likewise, an opportunity may be the fact that you’re the only homemade cake baker within your area while a threat might be that a local supermarket also sells cakes.

Step 4

Now develop a list of marketing objectives and goals for your cake business.  It has been proven time and time again that those that write their goals usually succeed than those that don’t.

Your goals and objectives may include: setting up a Facebook Business Page, advertising in school newsletters, to set up a blog, inform your neighbourhood about your cake business, participate in church programs and get media coverage in local magazines or cake blogs.

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Step 5

Try and set aside a marketing budget for your cake business each month. It is suggested that you dedicate about 10% of your sales to marketing purposes. If you have just started your cake business, it is important you spend a little more on your marketing to increase your business’s visibility.

Step 6

Develop a list of strategies that will help you achieve your cake business goals and objectives, and that are within your budget.

For example, you might decide to participate in some marketing tactics such as donating a cake or cupcakes to your church each month, advertising in your local school newsletter, offer cake decorating classes, contacting your local supermarkets to sell your cakes at wholesale price, setting up social media pages to display pictures of your cakes or offering discounts.

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Step 7

Track your results to determine which marketing strategy is best for you to achieve your cake business goals and objectives. Measuring your results will ensure you know what marketing strategy you employ works or not. For example, you might find out that you get more likes on Facebook than on instagram, which shows most of your potential customers are on Facebook.

As a special bonus for you, i have included a Sample Marketing Plan which you can incorporate for your cake business. Click here to access it.

Found this article useful? Please leave a comment below or contact me if you have any questions.

Don’t forget to subscribe to our newsletter here for more cake business tips or read our previous blogposts.

It’s time to live your cake business dream

Till next week.

Happy Caking!

How Many Days Before a Cake Order Can I Start Baking

Time Management is very important for your cake business.  Having your own business does not mean you should work for 24 hours straight, having sleepless nights or try and manage a cake disaster.

 So the secret to dealing with all this is the No.1 secret for all cake decorators and it is so simple. This is known as the  4 Day Cake Rule

 What is the 4 Day Cake Rule?

 When you have a large cake order such as, tiered cakes, wedding cakes or a big birthday or novelty cake or fondant decorated cakes, then the 4 Day Cake Rule Applies. 

 You should try not to bake big cake order the day before. Infact it is a recipe for disaster. First you will have to measure the ingredients, make the mixture, bake in the oven, leave to cook, make the buttercream, crumb coat, cook off in the fridge, cover with fondant, make decorations and then decorate the cake. I will like to see you try all this in just 24 hours.

 It’s not possible, plus you need time to fix any errors that may come about.

Some may say that the cake will not be fresh, but most cakes are still fresh and taste more amazing 3-5 days after baking. A good chocolate cake recipe can last up to 10 days and will still taste scrumptious. 


The main reason for 4 Day Cake rule, is that you are not doing any decorating on the delivery day and you are able to fix any cake decorating disasters that may crop up. This will enable you to take care of the ‘what if’s’ or ‘just in case’ like for example if the cake burns you can do it again.

 By breaking all the steps down in the 4 days, you wont feel all flustered about all the cake orders you will be getting.

 So here is a timetable to follow where you have a big cake order 

                   The 4 Day Cake Rule

Day 1                                                                            

  • Bake Cakes

  • Cover cake board in fondant

  • Moisten the cakes with sugar syrup

  • Start on your fondant decorations such as flowers or figurines, etc

Day 2  

  • Start to layer the cakes

  • Cover each cake in fondant and  leave to ‘set’ overnight.

  • Finish up fondant decorations

Day 3

  • Stack the cakes.

  • Decorate the cakes

  • Take Photos

Day 4

  • Cake is ready for pickup or delivery.

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 Cake Regards,

9 Essential tips on How to Transport and Deliver your Cakes

And you thought decorating a cake was hard .Transporting cakes can be a real challenge whether in the commercial industry, or as a one-person job.Once you’ve finished decorating, placed all the fondant flowers that took days to make, it’s time to deliver it to the venue.

This is one aspect I don’t enjoy at all. My heart used to be in my mouth while driving delivering cakes especially if you also had to do school runs too. I have never had any major disaster but I know transporting cakes can be quite a hassle for bakers.

Usually, as a cake baker and decorators, you should have a clause in your terms and conditions ( I have included a sample of a standard terms and conditions for your use) that once the cake has exchanged hands to the customer, the customer is then held responsible for what happens to the cake from there on out. Such information will educate the customer, especially if the cake needs to travel a long distance, or has to be kept cool.

However, here I have listed a few tips you should bear in mind when transporting your cakes so that you avoid any cake disaster:

 Tip #1: Have someone hold the Cake

If you have an extra hand, try and get the help of someone else in the car to hold / support your cake box to ensure the cake does not slide off the seat or on the floor.




Tip #2: Avoid exposing the cake to direct sunlight

Cakes should never be in direct sunlight, be sure to position the cake somewhere that won’t have sunlight directly over the cake which will cause it to melt.


113Tip #3: keep Cake on a flat surface

If no one is available to hold the cake for you, it’s best to transport the cake in the flattest area possible of your car. For example, the passenger side floor in front of the seat. This way you can keep an eye on your cake if it’s an open box also.

TIP #4; Drive super careful

I think this is a no brainer. You have spent a lot of time on this cake, so even if drivers are abusing you for being too slow on the road. Ignore them.

TIP #5: Look Well Well

Before you remove the cake from the car, walk the path you will have to travel to the set-up site. Be alert for any bumps along the way and note any tight spaces you will have to maneuver around, always look around on what the ground is like while walking with your cake. You don’t want to trip do you?

TIP #6: The Car should have an AC

It’s always preferable to have an air conditioned car and turn it to full blast. Our climate is always hot or humid, so it always best to transport your precious cake in an air conditioned car. 

114TIP #7: Use Non-slip mats

Use Non-slip mats for the trunk or floor of your car or under each tier in the box. Most cakes are placed on a slippery cardboard base. However, when transporting a cake to the venue, this surface makes it more likely to slide around in the car.

The best way to transport the wedding cake is to place a non-slip mat under each tier, preventing the cake from moving around during transport. You can purchase one of those sticky shelf liners at most big box stores with a kitchen section. 

115TIP #8: Place cake in sturdy cardboard boxes

Place the cakes in clean, covered, sturdy boxes that are sized to the base board of each cake. This will prevent the cake from moving within the box and possibly crushing the sides of the cake.

If the box is too big, roll pieces of masking tape sticky side out and attach to the inside bottom of the box. Position the cake base on top of the tape. The tape will hold the base in place within the box. For boxes which must hold taller decorations, prop up top and sides and secure with masking tape.


TIP #9: Using a center dowel

Where you have separate multiple layer cakes, it is helpful to place a center dowel through the center of a multitier cake. A common practice in creating tiered cakes is the placement of a dowel in the center of a cake, to provide stability for the cake, as well as avoiding sliding during transport. You can get dowels at most cake shops.


Looking at the above, you might be getting a little overwhelmed with how much information I threw at you for transporting a cake short distance. Don’t be… it’s mostly common sense. And having common sense can save your cake’s life.

How do you package and transport such  delicate cakes without bruising it? Check out this informative video to show you how.

Like This? For more cake business tips, subscribe to our newsletter here.

Happy Caking.

Till next week.

rotimi cartoonRotimiCakeLady




All our Products made by us are subject to the following Terms and Conditions.


All cakes, fillings and icings may contain, or come into contact with, soy, wheat, dairy, nuts or other allergens.

It is the responsibility of the Customer to inform me prior to the confirmation of their booking of any allergy issues. It is the responsibility of the Customer to inform their guests of all allergy information and accordingly the Supplier will not be held liable for any allergic reaction resulting from consumption of the cake.

All products are made to be eaten on the day of the celebration.


All Quotations are valid for 7 days from the date of issue.


We prefer at least fourteen (14) days notice for all orders, as we are continually booked in advance. We will however endeavor, where availability permits accept short notice cakes.

Any Products ordered from a picture or photo of a product produced by any other cake maker, can only be reproduced by us  as our interpretation of that product and will NOT be an exact reproduction of the product in the picture or photo.


A non-refundable deposit of 50% is required to hold your date within seven (7) days prior to pickup.

Where we have delivered what is quoted and invoiced, but the Customer does not accept the finished Product, the deposit WILL NOT be refunded. The Customer can choose to pay the remainder and take the Product/s, or leave them at no extra cost.


Where we cancel the booking due to illness or any other unforeseen circumstance that affects the ability to deliver the ordered Product, the deposit will be refunded within seven (7) days of notification to the Customer.


The balance is due on or before pickup date, and before the Product leaves the premises.

If paying by cash, correct change is appreciated, as we may not have the exact change on the premises.

If paying by internet transfer, the money needs to hit the account BEFORE the product leaves the premises.

It is the responsibility of the Customer to check the state of the product before leaving the premises. Once the item has left the premises, the Customer is responsible to ensure that products gets to its destination safely and is stored as per our instructions to achieve best results for taste and quality.


We offer delivery for certain destinations. Delivery is charged at our discretion

Delivery will be carried out in a safe and appropriate manner. Once delivered to the customer and change of hands has been completed with the product in appropriate condition, it is then up to the customer to store and care for the cake as per our instructions. If anything is to happen to the cake after this exchange, we are not liable for any damages.

A delivery date and time will be agreed by both parties, and if the customer is not at location at this time and date, and we are not able to contact the customer, the product will be transported back with our premises and it will be the customer’s responsibility to collect the product.


We reserve the right to use any image of a Product made by us for publication at a later date.


Deposits are taken for all equipment. All equipment must be returned on agreed date or extra charges may be levied to cover hire costs. Any damages to equipment will incur a reduction of deposit returned in order to cover costs of repair or replacement.

Other Conditions are:


If a third party will be collecting the cake on the customer’s behalf, a release form is to be signed by that person, stating the cake is received in good condition at the time of pickup/delivery.


The Customer is liable for any damage, accident, or mishap that may occur once the cake is released from the care and custody of the Supplier’s. The Supplier is not liable for any damage that may occur thereafter.



If, for any reason the event is required to be postponed, please contact me immediately.

The new date proposed will be subject to availability.


If cancellation of the order is required, and you have paid your full balance, the refund policy is as follows:

If the cancellation is up to one (1) month in advance of your event date, you will receive a refund, less your initial deposit and the cost of any supplies already purchased for your cake.

If the cancellation is less than seven (7) days prior to your event, there will be absolutely no refunds given.

Refunds will be paid within 30 days of cancellation.

Please note: Any non-refunded balance may be credited toward future purchases.


10 Success Tips For Turning out great Cakes all the time

Is there a secret to making great cake? Absolutely!

 Also as a bonus i have also included 4 great tips on baking the perfect cupcake. Enjoy!

Baking has often been described as a science. Baking is an area of cookery that doesn’t take kindly to artistic licence. A cake is essentially a chemistry experiment—a series of ingredients mixed in a specific order to cause reactions that produce specific effects. 

 If you feel that all the measuring, sifting, and mixing involved in cake-baking seems more like science class than fun, then with this 10 tips to cake baking, you will conquer the cake, and have fun cake success doing it.

 #Tip 1:  Use A Good Recipe 

It’s important to follow baking recipes to the exact measurement for guaranteed results so your cake will only ever be as good as the recipe you use. Start with a recipe from a source you have tried and tested and stick to it.

 Most layer cakes, get their soft texture and moistness—called a crumb—by first creaming together fat and sugar, adding eggs, and slowly incorporating dry ingredients into the mixture while alternating with a milk. sponge cakes get their airy, textures when whole eggs or egg whites (depending on the cake) are whipped until voluminous, then folded into the batter. The air incorporated by whipping the eggs gives these cakes volume.

 So whatever cake you’re making, be sure to follow the recipe instruction closely. The order and method described really counts when cake baking.

 #Tip 2:  Use the proper tin size stated in the recipe 

Your recipe calls for two 9-inch round cake pans, but you only have 8-inch pans. What to do? Go get two 9-inch pans. Pan size is specified in recipes because a cake increases in volume 50 to 100 percent during baking; if your pan is too small, the cake could overflow. If you want to use a different one then you’ll need to adjust the cooking time. 

 Color of the cake tin is also important, too; glass or dark nonstick pans usually require a 25-degree reduction in baking temperature versus silver-colored aluminum pans.

 For lining cake tins. Use Baking parchment for lining as it’s non-stick. Softened butter is good also. However, don’t use too much butter as this will fry the sides of the cake. If you’re cooking a cake for a long time (rich fruit cake, for example), it’s worth wrapping the outside of the tin too using brown paper and string to stop the edges from burning.

 #Tip 3:  Preheat The Oven 

If you put a cake into an oven that’s not hot enough, it will affect the way it rises. Fan ovens can dry a cake slightly so for a longer shelf-life use the conventional setting.

 To prevent an under- or overdone cake, get an oven thermometer—it’s the best way to be sure your oven is at the correct temperature. Bake the cake in the middle (too close to the top or bottom can cause over browning). Gently close the oven door—a hard slam can release air bubbles trapped in the batter.

 To check for doneness, lightly press the center of the cake; if it springs back, it’s done. Or insert a toothpick; it should come out clean.

Make sure you use the exact measurements and ingredients as stated in the recipe. You can’t just add more baking powder if you want your cake to rise more or substitute self-raising flour for plain. Use measuring spoons rather than regular cutlery to ensure accuracy.

#Tip 5:  Make sure ingredients are the right temperature 

The intimate chemistry among key ingredients delivers the foundation for good cake. Most recipes require the fat and eggs to be at room temperature. If you take the butter straight from the fridge it doesn’t cream well and cold eggs are liable to curdle the cake mixture.

 Flour thickens the batter and provides gluten, a protein that gives the cake structure. It forms when flour is combined with a liquid and agitated. Don’t over mix, which can cause your cake to turn tough. Leaveners like baking soda or powder, produce carbon dioxide bubbles, which are trapped by the starch in the batter and expand during baking, causing the cake to rise. 

 Fats, like butter, shortening, or oil, help hinder gluten formation while providing moisture for the cake. This ensures a tender texture. 

Sugar breaks up gluten, keeping the texture tender; it absorbs liquid, keeping the cake moist; and it caramelizes in baking, enriching flavors and helping the cake brown. 

 Eggs firm up when cooked, helping cake batters set in the oven. Egg yolks contain fat, as well as lecithin, an emulsifier that allows fats and water to mix smoothly and ensures even texture.

 #Tip 6:  Get as much air into the cake as you can 

Cream butter and sugar until the mixture lightens in texture and colour. This increases the air and volume of the cake, giving you a lighter result.

 Sift flour and other stated ingredients together to mix, add air and make them easier to fold in.Don’t be tempted to whisk vigorously as this will knock out the air and result in a heavy cake.

 #Tip 7:  Once the cake mixture is made put it straight into the oven

The raising agent will start working as soon as it comes into contact with any of the ‘wet’ ingredients so to ensure a good rise your cake mixture should go into the oven right away.

#Tip 8:  Put the cake on the correct shelf and keep the oven door closed

Cakes are generally best placed on the middle shelf to ensure even cooking.

 Once the cake is in, avoid opening the door until it’s almost cooked. If you allow cold air into the oven the cake is likely to collapse, you need to wait until it’s properly set before taking a peek. Similarly, when you’re putting the cake into the oven, don’t delay so as not to let all the heat out.

#Tip 9:  Stick To Baking Times

If you’ve used the correct cake tin and you’ve got a good oven, the timings stated in the recipe should be accurate. As ovens do vary, check the cake just before the end of the cooking time.

 A cake that is cooked through should feel the same if pressed around the edges or in the middle. Also, a toothpick inserted in the  centre should come out clean.

 If your cake is not properly cooked in the  centre  but looking brown, a good tip is that           you can cover it with a bit of dampened greaseproof paper.

#Tip 10:  Cooling Cakes 

Recipes will usually give instructions for cooling but as a general rule, most sponge cakes are best left for a few minutes and then turned onto a cooling rack.

 Rich fruit cakes are better cooled in the tin. Cool cakes in the pan on a wire rack for 20 minutes, then remove from pan.Once cooled, place a plate on top, invert the pan, and gently tap or shake it to release the cake. When it has cooled, run a narrow spatula around the edges, and release onto a plate.




 The easiest way to ensure a uniform baking time is to make sure you’re putting the exact same amount of batter in each cupcake case.  The best way to ensure even batter distribution is to use a large ice cream scoop for standard-sized cupcakes and a small scoop for mini cupcakes. 


Let cupcakes cool for no more than a few minutes in their baking pans before you remove them to a wire rack and leave them there until they’ve cooled completely The heat from the pan can cause the cupcakes to overcook, which will dry them out.
Also don’t ice the cupcakes too soon because this will cause it to melt.


When cupcakes have cooled completely, store them in an airtight container so they retain their moisture. or, if you’re waiting to ice  them, wrap them tightly in cling film. 

Cupcakes will still retain their moisture at room temperature for a day or two, and after that it’s ok to store them in the fridge. Don’t worry, Cupcakes freeze well. When ready to ice, pop them out and leave to defrost.


Cupcakes left out too long will dry out. When you ice cupcakes, it acts like a light seal to help the cupcakes retain moisture. Be sure to cover the entire exposed top of the cupcake with frosting as best you can, and your cupcakes will retain their moisture for longer. 


For more tips and information about setting up your own cake business, make sure to check out my E-Course ‘The  Baking Business School Cake E- Course‘. From the rules surrounding getting your business registered, marketing and business strategies as well as pricing guides including Templates, guides, Workbooks and checklists to help you build your cake passion business dream.

                                                       Lets make your cake dreams a reality

 Happy Caking.

 Talk to you next week.

Baking Bad: Common Cake Faults and their Cause

Being a cakepreneur, where baking cakes is our livelihood, it can be costly, time wasting and most of all frustrating where your cake does not turn out the way it is supposed to, especially where you are pressed for time.

Imagine trying to bake a last minute order and your cake refuses to come out of the tin, or there is a big hole in the middle. You almost feel like crying.

I remember I had an order for a 2 tier cake- Vanilla and Red Velvet. I was running late and even after baking, I had to wait for the cakes to cool, then carve, then crumb coat, cool in fridge, cover in fondant and then decorate. Talk about leaving it to the last minute to get all these done.

I guess I was too much in a hurry because when I got out my Red velvet cakes out of the oven, both had sunken so bad, that it was unusable. I had to start all over again. Let’s say I didn’t go to bed that night.

Anyway, I learnt from my mistake. So it is important to be able to identify what went wrong in order that you do not make the same mistake again.

I have identified some of your most common pitfalls when it comes to cake making, so you should get the perfect rise every time. Enjoy.


Problem: My cake has sunk in the middle

Causes: There are a number of reasons why this might have happened. Too much of a certain ingredient can cause the cake to rise quickly but then collapse. The most common causes are as follows:

  • The oven door was opened before the cake had time to set;
  • the cake didn’t go in the oven as soon as the mixture was ready;
  • Too much raising agent was used.


Problem: My cake is burnt on top but still isn’t cooked in the centre

Cause: The cake tin was too small or the oven is too high when you placed the cake mixture in the oven.


apple cake

Problem: Cake falls during Baking

Cause: Excessive jarring or moving of the cake during baking.

  • Oven temperature too low.
  • Excessive mixing


Problem: The sides of my cake are crunchy or burnt.

Cause: There are quite a few reasons you could end up with this result. It could be that:

  • too much fat has been used to grease the tin;
  • the cake tin wasn’t lined sufficiently;
  • the oven was too hot;
  • the cake was left in the oven for too long or
  • a fat that is not suitable for baking has been used


Problem: Fruit sinking in the cake

Cause: This is a very common problem. The most common causes are:

  • Pieces of fruit were too large and too heavy.
  • Sugary syrup on the outside of the fruit was not washed off- causing the pieces of fruit to slide through the mixture as it heated.
  • Washed and dried fruit was not dusted with flour before being added to the mixture.
  • Cake mixture was over beaten or was too wet so it could not hold the fruit in place.
  • Oven temperature was too low, causing the mixture to melt before it set to hold the fruit in place.


Problem: Top of cake peaks and cracks

Cause: Oven temperature was too hot (the outside of the cake baked to form a crust too quickly. As mixture in center of the cake continued to cook and rise, it burst up through the top of the cake.)

  • Cake wasn’t baked on the center rack of the oven.



Problem: I can’t get my cake out of the tin.

Cause: You need to ensure your tin has been well lined. Baking parchment is ideal for this.



Problem: My cake is very dense.

Cause: This could be because the cake mixture didn’t have enough air beaten into it or perhaps eggs were added too quickly and curdled. Another reason could be that there wasn’t enough raising agent.


Problem: My cake is flat and has large air bubbles on the top.

Cause: This could either be because the cake didn’t go into the oven as soon as the mixture was finished or because the oven wasn’t hot enough when the cake went in.


Problem: Cake rose unevenly

Cause: Flour was not blended sufficiently into the main mixture.

  • Temperature inside the oven was uneven.
  • Oven temperature too high.


Problem: Cake staling quickly

Cause: This has a number of causes

  • Oven too cold so the cakes are in the oven too long, and the crumb dries out
  • Too much baking powder
  • Not enough liquid in the batter to keep the cake moist

Please leave a comment below if you found this article useful or have any questions. I am here to help.

Happy Caking!

Till next week.