Baking For Business Podcast - Episode #88: From Viral Home Baker To Digital Product Success With Sarah Does Sourdough
Release Date: September 25, 2024
Introduction
In Episode #88 of the Baking For Business Podcast, hosted by Chef Amanda Schonberg, listeners are introduced to Sarah Does Sourdough, the creative force behind Sarah's South Sourdough. This episode delves into Sarah's inspiring journey from a novice baker to a successful entrepreneur leveraging digital products to scale her home bakery business.
Sarah's Journey: From COVID to Sourdough
Sarah shares her unconventional entry into the world of baking, which was significantly influenced by the COVID-19 pandemic. As an Australian living in Oklahoma for nearly nine years, Sarah experienced a profound culture shock with American cuisine, particularly with its sweet and fried offerings.
Sarah [01:43]: “I was never a big baker until Covid actually. I became a stay-at-home mom and just needed some different hobbies.”
During her bout with COVID-19, Sarah developed parosmia, a condition that distorted her sense of taste, making most foods resemble rotten meat. The sole exceptions were bread and potatoes, which inadvertently steered her towards sourdough baking.
Sarah [02:30]: “I started sourdough baking because most food tasted like rotten meat for 18 months, except for bread and potatoes.”
Her initial foray into baking was not driven by passion but by necessity. However, as she immersed herself in sourdough, she discovered a newfound love for baking.
Transitioning to a Business
Sarah never envisioned turning her baking hobby into a business. Her entrepreneurial spirit was more aligned with supporting her husband’s ventures. For nearly a year, she dedicated herself to baking, generously giving away 10 to 15 loaves weekly to family, friends, and neighbors.
Sarah [05:32]: “I was literally giving away 10 to 15 loaves a week to family, friends, neighbors. It was just a way to give to people.”
Despite her reluctance, encouragement from her community nudged her to consider selling her bread. The turning point came in January 2023 when a friend approached her to supply sourdough for a newly established food market.
Sarah [07:15]: “I sold my first loaf of sourdough bread… I stuck with that since then.”
This marked the beginning of Sarah’s entrepreneurial journey, transitioning from a generous baker to a business owner.
Scaling Up: From Wholesale to Porch Pickup
Initially, Sarah operated on a wholesale model, selling bread at discounted rates to markets, which imposed strict schedules and volumes that became stressful, especially with a young child.
Sarah [09:03]: “It was putting a lot of stress on me because I had a six-month-old at that point.”
Seeking a more manageable approach, Sarah explored the porch pickup model, inspired by peers like Early Rise in San Francisco. Using the Hot Plate platform, she launched her first porch pickup in March 2023, garnering three orders.
Sarah [10:46]: “I had my first porch pickup in March of 2023. And I had three orders and I was so excited.”
Consistency was key. Sarah continued baking and promoting her porch pickups, gradually building a loyal customer base. A pivotal moment occurred in October 2023 when a viral video of her porch setup skyrocketed her customer base from 200 to 700, significantly boosting her visibility and sales.
Sarah [08:29]: “In that same week, I had my first like viral video and it was me setting up for my porch pickup…”
To meet the growing demand, Sarah invested $8,000 in a professional bread oven and other essential bakery equipment, alleviating burnout and enhancing production capacity.
Embracing Digital Products
Recognizing the potential to diversify and scale her business further, Sarah ventured into the digital realm by creating an eBook titled "Sourdough for Beginners: A Step-by-Step Guide to Making Your First Loaf". Launched in December 2023, the eBook, priced at $20, quickly became a significant revenue stream, generating approximately $13,000.
Sarah [15:36]: “I came out with a digital product… it’s a $20 ebook, sourdough for beginners. That’s all it is. It’s an overview of understanding sourdough.”
Encouraged by this success, Sarah is now developing a comprehensive video workshop on hosting sourdough community classes, aiming to add another $15,000 to her business. This digital product is designed to help fellow cottage bakers teach and monetize their own classes.
Sarah [22:08]: “It’s a video workshop, it’s fully recorded, like masterclass style… It’s to add another income stream to people's cottage bakery business.”
Daily Operations of a Cottage Baker
Balancing business and family, Sarah has optimized her schedule to maintain productivity while enjoying downtime. Her typical week involves:
- Tuesday Afternoon: Prepping ingredients and feeding her sourdough starter.
- Wednesday Morning: Rising at 4:05 AM to mix dough.
- Daily Bakes: Approximately 130 bakes per week, including bread and pizza bases.
- Support Staff: Employing a baking assistant who handles cleanup and packaging, allowing Sarah to focus on content creation and baking.
Sarah [18:47]: “Honestly, the way the way I live my life is to have as much downtime as I possibly can.”
This structured approach has enabled Sarah to scale her operations sustainably while maintaining work-life balance.
Advice for Aspiring Digital Product Sellers
Sarah emphasizes the importance of overcoming fear and self-doubt when considering digital products. She advises aspiring entrepreneurs to delve into the root causes of their fears and cultivate self-belief.
Sarah [25:04]: “You have a gift that the world needs. There is someone that is gonna thank God that you taught them what you taught them.”
She advocates for sharing one's skills and knowledge, highlighting that digital products like eBooks and video courses can create additional income streams without overwhelming the baker.
Lightning Round
To add a personal touch, Amanda engages Sarah in a lightning round, revealing delightful tidbits about her:
- Favorite Color: Blue
- Kitchen Utensil Cannot Live Without: Danish whisk (dough whisk)
- Celebrity Crush: Ryan Reynolds and the fox from Robin Hood
- Favorite Dessert: Licorice bullets (dark chocolate-covered black licorice) from Australia
- Favorite Book: The Hobbit
Conclusion
Chef Amanda wraps up the episode by commending Sarah's remarkable journey and the tangible results of her strategic shift to digital products. Sarah's story serves as an inspiration for home bakers aspiring to scale their businesses through innovative approaches.
Amanda also highlights the Digital Product Community, offering a premier course for budding entrepreneurs to develop and monetize their digital products, emphasizing the importance of multiple income streams in baking businesses.
Amanda [30:16]: “If Sarah could do it, you can do it too. Go for your dreams and of course, why not go digital, honey?”
Listeners are encouraged to explore Sarah’s eBook and upcoming video workshop through the show notes, providing a pathway to elevate their own baking ventures.
Notable Quotes
-
Sarah on Starting Baking:
“I was never a big baker until Covid actually. I became a stay-at-home mom and just needed some different hobbies.” [01:43]
-
Sarah on Overcoming Fear:
“You have a gift that the world needs. There is someone that is gonna thank God that you taught them what you taught them.” [25:04]
-
Amanda on Scaling Through Digital Products:
“Those are the type of results that I love for my students to have.” [28:19]
Key Takeaways
- Adaptability: Sarah's ability to pivot from wholesale to porch pickups and then to digital products underscores the importance of flexibility in business.
- Consistency: Regular baking and consistent customer engagement were crucial in building Sarah’s loyal customer base.
- Digital Diversification: Introducing digital products can significantly boost revenue without compromising the quality of primary offerings.
- Self-Belief: Overcoming insecurity and believing in one's skills are essential steps towards entrepreneurial success.
- Work-Life Balance: Structuring time effectively allows for both business growth and personal well-being.
Resources
- Sarah's South Sourdough Guide: [Link in Show Notes]
- Digital Product Community: [Link in Show Notes]
- Chef Amanda’s Membership Program: https://stan.store/amandaschonberg
Final Thoughts
Sarah Does Sourdough’s journey from struggling with taste distortions to becoming a digital-savvy baker is a testament to resilience and innovation. Her story encourages home bakers to explore diverse avenues for growth, embracing both tradition and technology. Whether you're contemplating selling your first loaf or developing an eBook, Sarah’s experience offers valuable insights and inspiration to embark on your own baking business success story.