We’re excited to introduce you to the always interesting and insightful Jasmine Melvin. We hope you’ll enjoy our conversation with Jasmine below.

Jasmine, thanks for taking the time to share your stories with us today Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?

If I could go back in time, I would absolutely have started my business sooner. The idea for my French toast business began over a decade ago, but I was held back by misconceptions and fear. I believed I needed a full team, a brick-and-mortar location, and a significant amount of capital to launch a restaurant. These perceived barriers kept me paralyzed for years.

Life-wise and career-wise, when the idea first came to me, I was in a very different place. I was working in a traditional job, feeling unfulfilled and yearning for something more. I had the passion for creating delicious French toast and sharing it with others, but I lacked the confidence and knowledge to take the leap.

The COVID-19 pandemic became a catalyst for change. Witnessing others around me starting businesses from scratch, driven by necessity and ingenuity, inspired me to overcome my fears. I realized that I could start small and gradually grow my business.

Starting sooner would have been a game-changer. Imagine the years of experience and growth I could have gained. I could have honed my skills, built a loyal customer base, and established my brand presence much earlier. While the initial setbacks, like the disastrous first vendor event, would still have been challenging, I would have had more time to recover and learn from those experiences.

However, there’s also a part of me that recognizes the importance of timing. Perhaps starting sooner, without the lessons learned during the pandemic and the subsequent period of self-reflection and education, might have led to different outcomes. Maybe I wouldn’t have been as prepared or resilient.

Ultimately, I don’t dwell on the “what ifs.” I’m proud of the journey I’ve taken and the progress I’ve made. I’m excited about the future of my French toast business and the opportunity to share my passion with the world.

Key takeaways:

Don’t let fear and misconceptions hold you back. It’s easy to get caught up in the perceived barriers to starting a business. Remember that you can start small and grow at your own pace.
Embrace challenges as learning opportunities. Setbacks are inevitable, but they can provide valuable lessons and make you stronger.
Believe in yourself and your vision. Passion and determination can fuel your success.
If you have a business idea brewing, don’t wait. Take that first step, even if it’s a small one. You might be surprised at what you can achieve.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

For those who haven’t yet had the pleasure of experiencing “What the French Toast?!” let me introduce myself and my passion project turned small business. I’m Jasmine Melvin, the founder and creator of this unique culinary adventure.

I believe that French toast is more than just a breakfast food. It’s a canvas for culinary expression, a comfort food that evokes feelings of nostalgia and joy. My mission is to elevate this humble dish to new heights, offering our customers a truly unique and unforgettable experience.

What sets “What the French Toast?!” apart is my dedication to crafting a unique French toast experience. I start with home-baked specialty breads, using them as the foundation for our delectable creations. Imagine indulging in French toast made from my signature cinnamon swirl challah bread or golden buttery pineapple inside-out bread. I then elevate these homemade breads with the finest ingredients, including farm-fresh eggs. But I don’t stop there! I also believe that everyone should be able to enjoy the delight of French toast, which is why I offer dairy-free and vegan options, ensuring that all dietary needs and preferences are satisfied. 

For those who are curious about “What the French Toast?!”, I encourage you to come and experience it for yourself. I offer catering services for events of all sizes, and I regularly participate in vendor events throughout Southern California.  You can also follow us on social media to stay updated on my latest creations and upcoming events.

Ultimately, I want potential clients and followers to know that “What the French Toast?!” is more than just a business; it’s a labor of love. I am about creating delicious and memorable experiences for my customers, and I am committed to using my platform to support my community.

Can you open up about how you funded your business?

I knew I wanted to create something special with What the French Toast, but I didn’t have a lump sum of cash to start with. So, I decided to bootstrap it. Over about six months, I slowly but surely purchased the essential equipment and supplies I needed. I was able to create a set up in my garage. It was a real test of patience and planning, but it felt incredibly rewarding to see my vision coming together piece by piece. I had to be very strategic about my purchases, prioritizing the most important items first. I also had some amazing support from my family. They helped with things like permit fees and even pitched in with some of the smaller equipment costs. It definitely made a difference having their encouragement and practical help. I’m excited about the future! I’ve been working on a comprehensive business plan and a marketing strategy to attract more customers and generate more capital. My current goal is to upgrade my booth setup and secure a vehicle for the ease of transport. But for now, I’m focused on reaching more customers and sharing my passion for baking with the community.

Have you ever had to pivot?

Oh, absolutely! Starting What the French Toast definitely had its share of unexpected turns. Initially, I envisioned a charming little setup in my garage, where customers would flock to buy my treats. But I quickly realized that getting people to come to me was harder than I anticipated. Giveaways and online promotions just weren’t cutting it. That’s when I had my ‘aha!’ moment – I needed to bring my baked goods to the people! I had to shift my focus from a stationary setup to actively seeking out events and markets. It was a bit scary stepping outside my comfort zone, but it’s been incredibly rewarding to connect with customers face-to-face and see their reactions to my creations.

Contact Info:

• Website: https://sites.google.com/view/wtft2020/home
• Instagram: https://www.instagram.com/wtft2020
• Facebook: https://www.facebook.com/wtft2020
• Linkedin: https://www.linkedin.com/in/jasmine-melvin
• Other: https://www.tiktok.com/@wtft2020

Image Credits

Samantha Heritage, Jasmine Melvin, Briana Melvin