Baking For Business Podcast - Episode #95: From Baker To Online Instructor With Dani of DaniCakesAz

Host: Chef Amanda Schomburg
Guest: Dani Cakes, Owner of DaniCakesAz
Release Date: April 3, 2025

1. Introduction

In Episode #95 of the Baking For Business Podcast, host Chef Amanda Schomburg welcomes Dani Cakes, the creative force behind DaniCakesAz. Known as the "queen of cake sandwiches," Dani shares her inspiring journey from a home baker to a successful online instructor, offering valuable insights for aspiring home bakery entrepreneurs.

2. Dani’s Beginnings

Dani recounts the humble origins of her baking passion, which began with decorating her son's first birthday cake. After quitting her job to stay home and facing budget constraints, Dani taught herself cake decorating through YouTube and Instagram, creating cakes for friends and family for free.

Dani Cakes [00:34]: "I made my first cake, which I was very proud of. Looking back, it's not the best cake in the world, but I fell in love with cake decorating."

Encouraged by her husband to turn her passion into a business, Dani transitioned from gifting cakes to selling them, marking the start of DaniCakesAz.

3. Launching the Baking Business

Taking the leap to start her own bakery was daunting for Dani. She shared her initial fears, particularly the fear of rejection, and how community and family support helped her overcome these anxieties.

Dani Cakes [03:24]: "I was very, very nervous to do that [launching the business], but I had a lot of support from all the people I've been giving cakes to for free all these years."

Dani’s first menu was diverse, including birthday cakes, cake pops, cupcakes, and sugar cookies. However, she soon realized the need to streamline her offerings to focus on what resonated most with her customers.

4. Overcoming Challenges and Burnout

In the early stages, Dani experienced significant burnout from managing multiple products and sales channels. Juggling custom cakes, cake sandwiches, farmers markets, and a mall shelf led to unsustainable work hours.

Dani Cakes [05:28]: "I worked a 22-hour day just to keep up with all the orders I hadn't said no to. I missed out on holiday activities with my kids."

Recognizing the need for balance, Dani decided to scale back and concentrate solely on cake sandwiches, a decision that proved pivotal for her business sustainability.

5. Focusing on Cake Sandwiches

Dani’s specialization in cake sandwiches marked a turning point. The unique product quickly gained popularity, leading to a consistent and manageable business model. By securing a retail space in a mall, she established a reliable sales channel, enhancing her brand visibility and customer reach.

Dani Cakes [08:42]: "Selling out of the store made my sales really predictable to my customers. It all just kind of happened very organically."

Implementing a structured schedule—dedicating specific days to shopping, prepping, baking, and packaging—helped Dani maintain consistency and efficiently manage her workload.

6. Transition to Online Instructor and Digital Products

As Dani's reputation grew, so did the demand for her expertise. Fellow bakers sought her guidance on creating cake sandwiches, prompting her to develop online classes and digital products. Despite initial fears of sharing her self-taught recipes, Dani embraced her role as an instructor, recognizing the broader impact she could have.

Dani Cakes [11:52]: "There's a really big market for other bakers that want to do this... I can only serve so many people in my community. Sharing my recipes opened up a global reach."

She launched a comprehensive course that included tips, materials guidance, video tutorials, and templates, tailored for both beginners and hobby bakers.

7. The Success of the Course

Dani’s course launch was a phenomenal success, surpassing her expectations by selling over 700 copies in the first week. This achievement not only validated her expertise but also significantly boosted her income, surpassing what she earned in a full year of teaching.

Dani Cakes [16:55]: "I shed a lot of tears over the success of the course. It still doesn't feel real at all."

This milestone underscored the potential of digital products in scaling a home bakery business, providing a substantial revenue stream while allowing Dani to maintain her work-life balance.

8. Importance of Social Media

Social media played a crucial role in Dani’s business growth. Transitioning from static posts to engaging video content on platforms like TikTok amplified her reach and fostered a vibrant online community. Dani emphasized the importance of consistency and creativity in social media marketing.

Dani Cakes [22:31]: "I started posting videos and was amazed by the views and positive feedback. I committed to posting every single day, at least one post."

By leveraging video content, Dani not only increased her visibility but also created a supportive community of fellow bakers through her Facebook group, enhancing customer engagement and loyalty.

9. Advice to Aspiring Digital Product Creators

Dani offers heartfelt advice to bakers contemplating the creation of digital products. She encourages sharing knowledge without fear of competition, emphasizing that digital products can coexist with a thriving baking business without necessitating a choice between the two.

Dani Cakes [26:49]: "Sharing your recipes is so rewarding. It can be life-changing and allows others to find the success you have."

She highlights the importance of passion, willingness to help others, and the utilization of digital platforms to expand one’s business reach and impact.

10. Lightning Round Highlights

In a fun and engaging lightning round, Dani shared personal favorites that offer a glimpse into her personality:

• Favorite Color: Pink
• Dessert She Cannot Live Without: Brownies with frosting
• Celebrity Crush: Dwayne "The Rock" Johnson
• Favorite Book: Pillars of the Earth and the Twilight series
• Favorite Kitchen Utensil: Her favorite pink spatula

11. Conclusion

Chef Amanda Schomburg wraps up the episode by celebrating Dani’s achievements and encouraging listeners to explore their own potential in the baking business. She emphasizes the transformative power of sharing one’s knowledge and the importance of community support in achieving entrepreneurial success.

Dani’s journey from a home baker to a successful online instructor exemplifies the possibilities within the home bakery industry, showcasing how passion, resilience, and strategic use of digital tools can lead to remarkable growth and fulfillment.

Key Takeaways:

• Start with Passion: Dani’s journey began with a genuine love for baking, emphasizing the importance of following one’s passion.

• Embrace Specialization: Focusing on a unique product, like cake sandwiches, can differentiate your business and attract a dedicated customer base.

• Leverage Digital Platforms: Utilizing social media and creating digital products can significantly expand your reach and income potential.

• Balance Work and Life: Sustainable business practices and scheduling are crucial in preventing burnout and maintaining a healthy work-life balance.

• Community Support: Building and engaging with a community enhances business growth and provides invaluable support.

Notable Quotes:

• Dani Cakes [05:28]: "I worked a 22-hour day just to keep up with all the orders I hadn't said no to."

• Dani Cakes [11:52]: "I can only serve so many people in my community. Sharing my recipes opened up a global reach."

• Dani Cakes [16:55]: "I shed a lot of tears over the success of the course. It still doesn't feel real at all."

• Dani Cakes [22:31]: "I started posting videos and was amazed by the views and positive feedback. I committed to posting every single day, at least one post."

Conclusion

Dani Cakes’ story is a testament to the power of dedication, community support, and strategic business decisions in transforming a home baking passion into a thriving business. Her transition to online instruction and digital products not only amplified her success but also empowered countless other bakers to pursue their entrepreneurial dreams. For anyone looking to expand their home bakery business, Dani’s journey offers valuable lessons and inspiration.

Resources Mentioned:

• Dani Cakes’ Social Media: Instagram - Aakingforbusiness
• Dani Cakes’ Course and Templates: Available through her Stand Store and digital product community.

If you enjoyed this episode, connect with Dani Cakes on social media and explore her digital products to enhance your baking business. Share this episode with fellow bakers and inspire others to unlock their full potential.