| In a previous article in this series - Start Your | | | | your services, and also to get an indication of the |
| Own Cake Decorating Business at Home, Part 1 - | | | | sort of prices you will be able to charge. |
| we looked at the importance of focusing on a | | | | Children's tastes are pretty obvious It is useful in |
| niche and working it thoroughly to maximise its | | | | this niche to keep abreast of trends in children's |
| potential. Let's now have a closer look at a | | | | entertainment, for popular film, television, and toy |
| specific niche - Childrens' Birthday Cakes - and | | | | characters are by far the most common themes |
| examine the opportunities it presents you with. | | | | for birthday cakes. It is easy enough to find this |
| Market Research Let's do the numbers - say | | | | out, you will know from what your own children |
| your child is in an average sized class of 30 | | | | like (and assume that their friends will all like much |
| children at their primary/elementary school. Most | | | | the same thing - they are fairly tribal creatures), |
| of those children will have at least one brother or | | | | and from your observations of things like |
| sister, giving you access to a potential market of | | | | character schoolbags, t-shirts, sweatshirts etc |
| a minimum of 60 children, and based on the fact | | | | that you see in the schoolyard, you will get a |
| that every child has a birthday once a year, that's | | | | fairly good understanding of their preferences. |
| an average of more than one birthday a week! | | | | Of course, there are several perennial favourites - |
| Of course not every child has a birthday cake, | | | | princess doll birthday cakes were common when |
| and of those who do, a lot will be made by their | | | | we were young and they are still one of the |
| mother or another family member, but plenty of | | | | most popular themes for little girls' birthdays, as |
| people do buy cakes and they do want something | | | | are horse themed cakes, and pirate ships are |
| a little different from the fairly standard shop | | | | always popular with boys. Train cakes never go |
| bought ones that are available. Remember that | | | | out of fashion and are a great fun way to |
| this is just one class of children - if you have 2 | | | | exercise your creativity with candy decorations, |
| children, the numbers are doubled. Then there's | | | | and there are a number of characters that have |
| your own friends and family, sports teams etc, | | | | remained popular for years - Elmo, SpongeBob |
| and you can see that the availability of potential | | | | Squarepants, Winnie the Pooh, Thomas the Tank |
| clients is huge, just from your own immediate | | | | Engine, and a variety of Disney characters - all |
| circle. Word of mouth will spread your reputation | | | | are a standard part of the repertoire. And don't |
| much wider than this relatively narrow network, | | | | forget the range of number cakes appropriate to |
| so you can easily see yourself getting quickly to | | | | the age of the child. The important thing here is |
| the point where you will have to turn down work. | | | | that you can practise your skills at producing |
| Talk to people Now that you have identified a | | | | these character and theme cakes so you are |
| potentially huge market, you need to do some | | | | ready to meet the inevitable demand for them. |
| simple research and find out exactly what the | | | | Don't forget variety Certain characters will be |
| prospects are in your area. The best way to do | | | | popular among a group of children who all go to |
| this is to talk to people. When you are picking up | | | | each others' birthday parties. If you get several |
| your kids, or delivering them to birthday parties, | | | | orders for a Spider-Man cake within a few |
| ask other parents what they do for birthday | | | | months and you make exactly the same one for |
| cakes. And, most importantly, compile this | | | | all of them, you can be sure that the children (and |
| information in a notebook so you can get a | | | | their parents!) will notice this. They want a |
| realistic picture of your local market's potential. | | | | different one from their friends', which will enable |
| You will need to ask: Who makes their children's | | | | them to claim theirs is 'better', so you need to |
| birthday cakes? Do they have one every year? If | | | | vary your design for each one. Some will just |
| they buy them, where do they get them from? | | | | want a Spider-Man picture on the cake, some will |
| How much do they pay? Would they pay more | | | | want a flat cake in the shape of Spider-Man, and |
| for a unique, personalised cake for their child? | | | | others will expect a full 3 dimensional Spider-Man |
| What type of cake do their children like?, and any | | | | action figure style. Discuss that with them and |
| other questions you consider relevant. The point is | | | | their parents, and make the most of this |
| to give you a clear understanding of what | | | | opportunity to extend your artistic abilities. And |
| proportion of the local population are likely to use | | | | don't forget to charge accordingly! |