Do you only deliver locally?
This is a question I’m asked a lot.
I do deliver locally, but also further afield.
The Great British Bake-Off has a lot to answer for. There are a large number of cake decorators in my local area, a lot of them inspired to take up baking by GBBO as well as other programmes on TV like Ace of Cakes and Cake Boss. At one point there were about 30 in a 5 mile radius! That’s a lot of cake decorators for one town.
From what I can see in local Facebook groups compared to what I find from a Google search, there is a disparity between those just using social media to grow their business and those who also have a website. (BTW: Not having a website may also mean that the business doesn’t have business insurance, doesn’t pay tax/NI for their business, and/or isn’t registered with the local council – a prerequisite for all food businesses. However, not having a website may not mean any of those things.)
So, competition is huge! Pricing of wedding cakes also varies a lot! So even just targeting the middle pricing range (which is what I try to aim for), I am undercut by local competitors.
That leaves me with two choices: lower my prices or travel further afield for the orders.