There’s no such thing as a half-baked plan – or cake – with registered confectioner Caroline Davies.
In 2015, Caroline set up business, Confectionery and Training, to sell her baked goods and provide education courses within the local community of Caerphilly.
However, during an uncertain period over lockdown, Caroline looked to give her business a digital boost, turning to delivering her courses online and looking for e-commerce opportunities.
At a time when ingredients were hard to source and face-to-face learning was put on hold, Caroline enlisted the help of Superfast Business Wales to learn about all things digital.
After seeing Facebook adverts for free support, Caroline signed up for several online courses, saying: “I had a website and a business Facebook page already, but I knew I could be doing a lot more with my business online.
“I enrolled in sessions on how to use Facebook and Instagram to grow a business, as well as an introductory session to Search Engine Optimisation (SEO).
“I found the courses useful, and I feel like I’ve learnt a lot. There were a few things with my website that I didn’t like, which I couldn’t change due to the hosting platform.
“Following advice from Superfast Business Wales, I hired a developer to recreate my website on WordPress and it’s a lot better. There’s more functionality, so I can showcase my business the way I want to.
“I’ve also started using Instagram and I’m looking at new types of content I can share, such as videos for Reels.”
Recognising the potential for further business growth through e-commerce opportunities, Caroline is set to launch a monthly subscription box, providing baking enthusiasts with dry ingredients and an essential utensil, along with a recipe card and access to a private Facebook group where tips, videos and live sessions will be shared.
Caroline said: “I mainly sell my baked goods via Facebook to local, returning customers and before the pandemic I delivered food safety courses nearby at Blackwood School - my customer base was within a small radius.
“By delivering my courses online and offering the postal monthly subscription box, I’ll be able to attract customers from further afield.
“Since rethinking the content I’m putting on Facebook and Instagram, and updating my website, I’ve already spotted a pick-up in business enquiries.
“I’ve had new customers enquire about custom cake orders and I’ve noticed a rise in interest for my courses - I plan to return to face-to-face teaching as part of a hybrid schedule, with some remaining as virtual sessions delivered via Zoom.”
As well as enrolling in several online courses, Caroline had a one-to-one review session with a Superfast Business Wales adviser who was able to suggest ways for her to drive business growth for Confectionery and Training.
Caroline added:
“The report was eye opening. It confirmed my views on my original website and I’ve implemented the recommended changes to my new WordPress site, such as uploading high quality images, displaying my services in a clear way, and adding blog content.
“I didn’t know much about SEO before enlisting the help of Superfast Business Wales. My website wasn’t performing well on Google and my web content wasn’t optimised with key words.
“Since improving the content and copy on the website, I’m using analytical tools to monitor for any growth.
“It’s a big job, keeping the website and social profiles updated and it’s hard trying to reach the first page of Google, but I know I’m on the right track now.”
Caroline’s online presence is well on the way to helping generate new business, with a freshly created Google My Business profile and several five-star reviews.
She said: “I’m a registered confectioner with qualifications and insurance, and I provide quality. You might be able to buy a cake cheaper somewhere else, but people return if you give them quality.
“The digital support from Superfast Business Wales has helped me to showcase my business in a way that tells customers I’m a professional who can deliver great products and service.
“Some days are very busy, and some are quieter - it’s the nature of the business. On the quieter days, I now focus on marketing and looking at ways to engage with my followers online.
“My plans are to continue working on my website’s SEO, and I’m aiming to use video content a lot more. I’ll be filming demonstration sessions and selling them through the website, which is another e-commerce option that was suggested in my Superfast Business Wales report.
“I’ve signed up to Business Wales’ weekly newsletter email and there’s always helpful tips in that. I’m continuing to learn new things from them, and I found the teachers and advisers to be very friendly and welcoming - they made me feel like I could ask any questions.
“I would encourage other small businesses to take advantage of the free support.”