Alright – so today we’ve got the honor of introducing you to Erika Helwig. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Erika, thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

I graduated from Oakland University with a degree in Elementary Education. At the time, the teaching field was flooded. Unless you knew someone that could connect you to get an interview, it was very difficult to find a job. I took subbing jobs all over the place until I landed long term jobs in a school I liked. When I had my son a few years later, it didn’t make sense to continue long-term subbing, as the pay would barely cover childcare. I decided it was time to move on from teaching.

It was always in the back of my mind to start a business. In college I actually started off as a business major. When I made the final decision to leave teaching, I did some much-needed brainstorming and soul searching. I thought about what else I was passionate about and what else I was GOOD at. I’m a busybody. An office job is not for me. I like to be active, moving a lot all day.

I eventually landed on baking. I’ve always loved baking and I’m good at it. I have a bit of an obsessive personality so when I discover something that interests me, I go all in. I fall down that rabbit hole and research the heck out of it. I spent hours, weeks, years taking classes online, researching the science of baking, and experimenting. My family was happy to taste test.

I created worksheets for myself to help me stay organized, brainstorm ideas, stay on track, and create a business plan. I taught myself how to do financial projections for my business. I used all the skills I had from being a teacher to properly plan and prepare. It’s one thing to bake pretty and delicious desserts. It’s a whole other beast to run a business. I am forever learning, taking masterclasses, and networking.

When my son was just 5 months old, I opened a bakery business. I sold custom cakes, cupcakes, cookies, brownies, cheesecakes, pies, you name it, out of my house while raising 2 small kids. Working from home gave me the chance to really master the skills I needed and wanted to be a successful business owner. I eventually started teaching baking and decorating classes.

In 2016, I took my love of business and community to create another business, Boss Evolution, for women entrepreneurs. I offer support, workshops, consulting, and help other women find the same freedom I have found in owning a business.

I’ve been a business owner for 10+ years and I love what I do!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I take great pride in being the owner of two successful businesses and also fulfilling my passion as a podcast host. One of my businesses, E. Louise, revolves around baking and is operated right from the comfort of my home. I emphasize creating everything from scratch, and every recipe is my own creation. I offer cakes, cupcakes, cake truffles, cookies, and cakesicles, many of which can be made allergy friendly.

What sets my baking business apart is the special attention I pay to catering to people with allergies. Many of my valued clients, or their children, suffer from allergies to dairy, soy, or gluten. Given the limited options available in the area, I am delighted to offer them a variety of clean and allergy-friendly desserts.

Recently, I introduced a self-serve bakery cart, which operates exclusively on weekends. This unique concept allows people to swing by spontaneously and indulge in some delightful sweets at their convenience. The cart has been well-received and appreciated by the local community.

My second venture, Boss Evolution, serves as a mastermind and support group specifically designed for women business leaders. Recognizing a prevailing gap in the community for support and empowerment for women in business, I am so happy to address this need through my initiative.

At Boss Evolution, I foster a vibrant and inclusive community by hosting monthly roundtable discussions, where members can openly share their insights and experiences. Additionally, every quarter, I organize larger networking events, providing ample opportunities for connections and collaborations. I arrange “coffee connects” twice a month, creating a relaxed and welcoming atmosphere for meaningful conversations and relationship building. Through these various initiatives, I aim to empower and uplift women in their entrepreneurial journeys, fostering a thriving and supportive network.

In addition to Boss Evolution’s core offerings, I provide workshops and business consulting services. These value-added features aim to further support and empower women in their entrepreneurial pursuits. Whether through hands-on workshops or personalized consulting, my goal is to equip women business leaders with the knowledge and tools they need to excel in their ventures and achieve their full potential.

Finally, I take immense joy in being a co-host of a podcast that I initiated with a cherished friend. Our show, aptly named “The Queens of F-ing Everything,” is entirely centered around women’s empowerment. Whether you prefer listening to podcasts on your favorite platform or witnessing us in action, we’ve got you covered. You can tune in to our episodes on any podcast platform, and for a more interactive experience, we invite you to watch us on our lively YouTube channel. Together, we strive to spread the message of empowerment and celebrate the incredible achievements of women from all walks of life.

At the core of everything I do lies a strong focus on women empowerment, women in business, and community-building. Each of my ventures is intricately woven together by these guiding principles, creating a harmonious synergy among them. Through my work and endeavors, I am dedicated to uplifting and supporting women, fostering an inclusive environment where they can thrive, and creating a sense of unity and shared purpose within the community.

Can you share a story from your journey that illustrates your resilience?

March 2020 threw us all in a tailspin. The world shut down and we were all frantically grasping at everything we could to survive and keep our sanity. For me, a mother of 2 young kids and a business owner, this was stressful to say the least. My husband is also a business owner. As my husband worked from home in our upstairs office, my business partner and I went into strategy mode to keep our brick-and-mortar bakery afloat.

We, like everyone else, had no idea what was ahead of us. All we knew was that we still had bills to pay and so we immediately stopped paying ourselves in case the bottom fell out. We had to cancel all our in-person classes and parties. We missed out on huge holiday profits…Easter, Mother’s Day. Weddings were cancelled. Any big events that brought in money disappeared overnight.

Luckily, being in the food industry we fell under the “essential” category and were able to continue selling, as long as we did it pick-up only. This was good news. Once the initial shock wore off weeks later, people were bound and determined to support their local small businesses. Custom cake orders were coming in and I figured out a way to have virtual classes. We applied for as many grants as possible.

We managed to survive. We were able to have the public back in our shop 3 months later. But we had new regulations we had to follow, and they cost us money. Masks, gloves, barriers, signs, mass amounts of sanitizer, temperature checks. Our classes were 1/3 of the size they used to be because of social distancing and people were still very afraid. We went from having every weekend booked with parties to not having any for months.

In March 2021, I got hit hard with covid. We had to shut down the bakery, missing again, a big Easter rush. Weeks later, when we were able to open the bakery back up, we started preparing for Mother’s Day week. I was barely bounced back from covid. I was still struggling a lot; walking made me dizzy. I received a phone call from our property manager a couple days later. Shelby Township had approached the owner of the property and offered to buy it, and she agreed.

After months of stressfully looking for a new location that already had a kitchen built, we came to the agreement that neither of us were willing to start all over again. We weren’t willing to take money from our families or our retirement. We already put money into our current location and built out a kitchen. We also needed space to hold classes, summer camps, and parties.

In the fall of 2021, we made the heartbreaking announcement to our loyal customers that we were closing. We had our last class and closed our doors to walk-ins. We started liquidating. The business behind us did the same and were to be done at the end of December.

On November 30th, 2021, we left our keys and closed the shop.

While some might feel like a failure, I know it was out of my control. I still have all the experiences and knowledge that comes from running a very successful business.

In spring of the following year, I opened my business back up out of my home. It’s doing great and I’m excited for my future plans!

How did you put together the initial capital you needed to start your business?

I am a big advocate of bootstrapping, but at times, obtaining initial capital becomes necessary to kickstart a business. When I established my brick-and-mortar bakery, I only put in a few thousand dollars of my personal funds, seeking external support for the rest. The rest was a combination of a partner’s investment and a flexible Line of Credit (LOC).

Opting for an LOC instead of a small business loan was a strategic decision. While I had a solid grasp of my financial projections, I preferred not to borrow more money than absolutely necessary. The LOC provided the perfect solution, enabling me to withdraw only the funds required for specific expenses. Its advantages included the freedom to access the funds whenever needed, a favorable interest rate, and the absence of penalties for overpayment or early repayment.

In this way, the LOC proved to be a smart and efficient financial tool, empowering me to manage the bakery’s finances prudently while minimizing unnecessary debt burden.

Many individuals often gravitate towards the small business loan as their primary financing option. It’s essential not to overlook the array of alternative choices available to us. Diversifying our perspectives and considering various financing avenues can lead to more informed decisions, better terms, and potentially more suitable options for our specific business needs. By exploring all possibilities, we can open doors to unique funding solutions that align perfectly with our goals and aspirations.

Contact Info:

• Website: elouisebakes.com and thebossevolution.com
• Instagram: @e.louise.bakes and @thebossevolution and @queensoffingeverything
• Facebook: https://www.facebook.com/elouisebakes and https://www.facebook.com/thebossevolution and https://www.facebook.com/queensoffingeverything
• Youtube: https://www.youtube.com/@TheQueensofFingEverything