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Day Jobbing and Night Baking #2: Choose Your Audience

Welcome back to Day Jobbing and Night Baking! Last month, I hope you were super busy cranking out that business plan. You may have even sold a product or two. Who cares if it was to your mom/brother/bestfriend? The point is you’ve taken that first leap and put your business out there. You’ve already started making a name for yourself so congratulations!

So now what? I’m sure someday you’d like to make a profit but for now let’s focus on just breaking even. And, in order to do that, you need customers. So where are you going to find these elusive customers? Well, take a step back and think about your product – who are trying to sell to? Who is your target market? Once you decide who your target market is, it will be much easier to figure out how you’re going to reach that market.

In an ideal world, we would all want to our customers to be millionaires. Let’s use my baking business as an example, I wish that I had 50 customers who ordered 1,000 cupcakes each, once a month. Sure I would be baking ‘til my hands bled, but I would be rolling in the dough. Since that’s just not a reality, I have to focus on finding more feasible contacts. I started collecting clients by telling everyone I knew that I was starting a baking business. For the time being, my target market is friends and friends of friends. Depending on your product, maybe that’s where you should start too.

For the past few months, I’ve been giving out my contact information to anyone who has even hinted that they enjoy baked goods. A quick introduction and the handing off of a business card goes a long way in the small business world. Another simple approach I used, was to post the news on my Facebook wall. That simple move stirred up a lot of conversations amongst my friends. All of a sudden people I would never have suspected were posting comments and sending me messages about my menu and prices.

As your business grows, your target audience may change. Until that happens, choose an audience that is accessible and would immediately benefit from your services. And, always remember, that I’m pulling for you! Small business entrepreneurs unite! 

Until we meet again, here’s another scrumptious recipe for you to try…

Gone to Heaven Chocolate Pie


  • One 9-inch pie shell
  • 2/3 cup sugar
  • 1/3 cup cornstarch
  • 1/2 teaspoon salt
  • 4 egg yolks
  • 3 cups milk
  • 2 tablespoons butter or margarine, softened
  • 1 tablespoon vanilla extract
  • 2 cups (12-oz. pkg.) HERSHEY’S SPECIAL DARK Chocolate Chips, divided
  • Sweetened whipped cream or whipped topping (optional)


  1. Bake pie shell; cool. Stir together sugar, cornstarch and salt in 2 quart saucepan. Combine egg yolks and milk in container with pouring spout. Gradually blend milk mixture into sugar mixture.
  2. 2 Cook over medium heat, stirring constantly, until mixture comes to a boil. Boil and stir 1 minute. Remove from heat; stir in butter and vanilla. Add 1-3/4 cups chocolate chips; stir until chips are melted and mixture is well blended. Pour into prepared pie shell; press plastic wrap onto filling. Cool. Refrigerate several hours or until chilled and firm. Garnish with whipped cream and remaining chocolate chips, if desired. 6 to 8 servings.



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