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Yomi Segun of Caketrends
 Konnections: When did you first discover that you had a passion for baking cakes?
A: I was about 8 years old and I baked my own birthday cake! It was during half term (we knew it then as mid-term) and I remember mum bought the ingredients, but it was the first time that I made a cake all by myself.
Konnections : When did you start baking as a business?
A: When I was on maternity leave for the birth of our first child (1991) I started on and off, but it wasn't until 2002 after I got fed up of working as a medical representative that I decided to bake full time. I needed something that would enable me to work from home, which would in turn allow me to spend more time with the kids.
Konnections: What has been the most challenging aspect of running your own business?
 A: Discipline. You need to manage your time efficiently. Cakes are made in different stages and there is also a lot of paper work involved for orders (confirmations/terms and conditions, raw materials) as well as accounts. You need to keep on top of things, but it can be a problem when everyone else is also using the kitchen so I tend to work between 9am -3pm when the rest of the family are at school or work.
Konnections : Have you ever had any difficult customers?
A: Yes. On one occasion it took 6 – 8 months for me to get paid for an order. In the beginning, I never insisted on deposits, but now I assess the customer and decide whether or not I want to be paid upfront in full. For all wedding cake orders, I request for deposits to ‘secure' the date for the customer.
Konnctions: Have you found any particular aspect of cake making challenging?
A: I made a wedding cake a few years ago. It consisted of 5 separate cakes, which were stuck together like a spiral staircase with a bride and groom walking up them. Transporting the cakes without them sliding or dropping was a nightmare.
I design and make most of my sugar flowers myself. The art of replicating the intricate life like features of flowers is very complicated and time consuming.
Konnections: Having been self-employed for some time, would you rather be employed?
A: No
Konnections : What is the next step with the business?
A: A few years ago, I wanted to lease/buy a shop. Then prices were much lower than they currently are. However, after further consideration of what owning and running a cake shop would involve, I realised that I would not have the same quality of time with the kids that I have now. At the moment, I am happy the way things are. Some times I am very busy and work flat out (sometimes till the early hours of the morning); while at other times it is quiet and I catch up on rest.
Konnections : What advice do you have for others planning on setting up their own business, what was your original start up capital?
A: You need to think about what your priorities are (establishing your ‘brand' and name) and also what is involved in setting up the business. In the cake business, the easiest advert is by word of mouth and therefore, the major success factors are the taste and presentation of the cakes. It is easy for people to admire a well-presented cake but, if the taste leaves much to be desired, the purpose is defeated. You will neither get a repeat order or a recommendation.
You will need business plans, registration, council formalities and procedures (for example, the council carry out continuos Hygiene assessments and certification). Other important aspects include understanding costs, pricing structure, profits, setting up terms and conditions which include payment terms and lastly marketing and advertising.
Original start up capital was about £5000 which went into a wide oven cooker, cake stands, boards, boxes etc. There is also the need for continuos training as well as subscription to some cake industry publications.
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