The transcription of Episode 8 video on the presentation of cupcakes, based on exclusive interviews with successful bakers

1. Episode ##8
Jack Finn: Hello and welcome once again to today’s podcast, your host Jack right here. How are you
doing? Now if you’re about to take the first step in setting up your cupcake business, or any type of
business you have got to watch this show. It’s Series 1, Turning Cupcakes into Cash. Today’s podcast is
presented to you by www.turncupcakesintocash.com/rich - Rich Schefren’s exact steps that take the
mystery out of succeeding online, and www.turncupcakesintocash.com/digitallife with Stuart Ross,
“digital marketing at its best”. Today’s podcast is actually more on presentation. Let’s listen to the
experts talk about how they deal with their product designs.
Shannon: Being a website designer, it’s very easy to transfer those designs to cake, as long as the vision
is in your head. It’s basically what I have been doing for a very long time, except for it’s a different
media. So cake design came very, very easy to me. You can be completely creative, which is a plus in
this business. So it really was easy for me. It was easy for me from the first day to pick up a ball of
fondant and start shaping something out of it. I immediately… my first rose that I ever made was
perfect and I got great reviews on the first gum paste rose I ever made. My bows are incredible. There
were some things that even surprised me as far as what I could
pull off.
And you know of course research, research. I do a lot of online
classes, which are incredible, up on Craftc.com. I would pay like
$19.95 for a course that you can go at your own pace. You can ask
the instructor questions. They’re incredible and they’ve been a
huge asset to me. But yeah, I mean being in the design business it
really, really helps to have that art background.
***
Alex: Probably the convenience of just people being able to come
in, grab a cupcake, not having to have like a tray or a fork or anything, can just shove it in. I mean yeah,
and great, people come in and just buy a dozen cupcakes.
Leanne: And they can have a mix of flavours.
Alex: Yeah, exactly.
Leanne: They don’t’ have one whole cake where it’s all just chocolate, or all just vanilla. I do a lot of
cupcakes for parties, weddings, engagements etc, and that’s another thing they like, they don’t have
to... Over here we have a thing called “cakeage”. I don’t know if you have it there, where sometimes
you take it to a hotel, that they will charge you to slice up your cake.

2. Alex: Like a $1.10 a slice.
Leanne: And sometimes it’s more than what the cake is worth, so with cupcakes they don’t have to slice
it for you, and you don’t even have to have a plate that you are going to dirty and be charged for. So
convenience and price, it keeps it down. And plus you can do a variance on different types of
decorations. So if you want to do a flower theme you can have a whole lot of different cupcakes, with a
whole lot of flowers that just give you, you know, on a tower will give you a really good work of art.
Alex: You can have one cake, or you can have 300 multi-coloured cakes that someone might want. So it
just depends on what you want and I reckon that’s why cupcakes are the way to go because they’re just,
yeah, convenient and stylish in a way.
***
Shannon: Cakes and cupcakes are my biggest things. I would say I grew up absolutely obsessed with
cake from a small age, from a young age. I’ve been designing cakes but nothing great. It was just like, if
my mother would give me an opportunity to decorate
a cake I’d take it. All my friends and family know that
cake is my passion. I love cake. If there is ever cake at
a wedding; I am going around taking everyone’s cake
from them.
And maybe it’s just the artistic side of me. I have an
art degree, so I was always obsessed with decorating
cakes for special occasions. But, again when the
economy went south, I took a class or two. I actually
took two classes at Michael’s Craft Shop on cake decorating - two basic classes. And they were four
hours a day for a month and I loved it. I just absolutely loved it. I started doing it on my own out of my
kitchen. I would make a cake for somebody in the family.
Or I would just make a cake for the hell of it and post it on Facebook and every time I posted another
cake somebody wanted one. And it turned into people were offering me money. I would start charging
$25, then $50, then $75.
***
Alex: We’d put 12 aside for lemon curd, 12 aside for cherry ripe, 12 aside for… so we would just do them
like that.
Leanne: So 99% of my cupcakes have got a filling in the middle. It’s not just the whole flavour through
the cake, we’ll make the little hole inserts, and we’ll fill them with lemon curd, or we’ll fill them with
raspberry, or blackforest, or caramel, or peanut butter, Nutella, yeah we do an Oreo one. So it is pretty
much the same; but it is the flavour that we add to it that changes.

3. Alex: And it’s having the flavour middle as well instead of just… We
walked into a place and had a cupcake once and they called it a Mars
Bar. It was a white mud cupcake with a chocolate swirl and they stuck
a Mars bar in the wrapper on top like, you know, a little tiny bite sized
Mars bar. So you know, it’s having the flavour of caramel inside a
chocolate cupcake with nuts sprinkled on top of the topping itself.
Jack: Now how do you get the people to enjoy your designs? Internet marketing, but you have to be
careful. Hundreds of entrepreneurs put their money in the first internet marketing tool they see because
they heard of it, or maybe somebody told them about it. And many of them end up frustrated and at a
loss.
Please don’t make that same rooky mistake. Map out your internet marketing the best way possible. A
man named Rich Schefren is what we are looking for. He will change your entire mindset about internet
business. Check out how this guy turned businesses around in years. All you have to do is click on
www.turncupcakesintocash.com/rich and watch his amazing video. Here’s Rich:
Rich: This is your opportunity to possess the very same power to be truly a strategic entrepreneur. And
I’m absolutely convinced this is the most important area for you to focus your attention on, more
important than anything else regardless of whether you
haven’t even started your business yet, or you have
already. And here is why: Because you can spend lots of
time getting better at many other aspects of your business,
many other skills and still wind up no farther ahead as a
result.
That’s why this skill, the one I’m going to teach you, is the most liberating of all skills. One of my
mentors once told me: “The only real security is your ability to produce.” And that is what I am offering
you, the ability to take an idea and quickly create a high performance business that delivers income
almost at will, and with it your life will never be the same. It’s called “The Ultimate Business Growth
Mentoring Program.” It’s based on my past seven years of experience transforming internet marketers
and opportunity seekers into entrepreneurial millionaires.
Jack: And for just watching the video I will be throwing in a free guide for you on growing your cupcake
business, that’s right. It covers everything you need to know making your business successful. Just leave
your name and your email address, and I will take care of everything, alright.
Baker 1: At the beginning, Janet kind of came to the table with the recipes that had been tried and true
for her. I did the same. We kind of played, experimenting and forcing cupcakes down people’s throats.
Baker 2: That wasn’t too difficult.
Baker 3: No it really wasn’t. And then from there we kind of formed our base recipes and then recipes
that we kind of add on to, or ingredients. And then now we will just be walking through the grocery

4. store and see fresh strawberries and come up with some sort of strawberry shortcake cupcake, or you
know, just whatever we see that strikes us.
Baker 4: We’ve kind of expanded our line a bit. We’re starting to do some what we call brunch cakes.
But they’re basically like savoury. They’re not cakes as much as they are savoury muffin sort of things.
We’ve done some spinach and egg in a crescent roll. They look like a cupcake but they don’t have icing
and all that on them. We can also do cupcakes and cupcake cups, so we’re just kind of expanding our
inventory a bit. And then you know we’re just keeping our mind open to if some other part of town
starts to hop in, if we need to get our cupcakes in that part of town we’re definitely open to it.
Baker 5: You know as part of our branding and you asked earlier marketing, I think we won five awards
in our first six months open, our first year. We won Best Sweet of Morgantown, from Morgantown
Magazine when we’d been open like six weeks and it was a reader poll. And we won… gosh let me walk
over here and look at them. The Red Cross held a local contest and we won Best Dessert. And that was
when everything had to be local.
That was when we developed our apple butter cupcake and we also came up with a honey lavender
cupcake that used West Virginia honey. There was Sweet for the Sweet, it’s a fundraiser and we won
People’s Choice Dessert there and we also won Best Dessert presentation. And Main Street
Morgantown awarded us with the best new business of 2011 in Morgantown.
Jack: There you have it. That winds up the episode for today for Series 1 Turn Cupcakes into Cash.
Please don’t be shy with your product, with your creation. If you think you’re an artist and you design
your own cupcakes, don’t be shy and be proud of your product, okay.
Thank you for joining us on this episode. Don’t forget if you want to know more about how to start a
cupcake business, all you need to do is go to www.turncupcakesintocash.com. That’s right, put in your
name, put in your email. We will send you the interviews and we will send you what you need,
everything you need, alright. This has been Jack Finn, thank you for joining me. Until the next episode,
don`t forget, if you’ve got what it takes, then go for it!