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

Keirsten, appreciate you joining us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?

As a self-taught cookie artist, I poured my heart and energy into honing my skills and overseeing my business’s production side. Regrettably, I overlooked the importance of thoroughly grasping the financial intricacies, such as precise cost calculation and break-even analysis. Instead of setting prices based on actual costs, I priced them based on perceived customer willingness to pay, which was a pivotal misjudgment.

In hindsight, I should’ve sought out a seasoned business mentor sooner rather than leaning on trial and error. Crafting a detailed business plan and truly understanding its components is vital. When you diligently scrutinize your financial data, you position yourself to make sound decisions and set achievable growth targets. Tapping into the wisdom of those who’ve successfully tread similar paths can provide invaluable insights, sparing you both time and potential missteps.

Keirsten, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

In March of 2009, in the wake of sudden unemployment after the bank I worked for left Michigan, “Kookies by Keirsten” was born.

Though not a baker by profession, baking ran in my family, a legacy of both my mother and grandmother. The venture began modestly: a homemade Elmo cookie for my preschooler’s birthday. What I lacked in experience, I made up for with creativity and a cherished tea cake recipe from my grandmother.

My initial effort caught the attention of a fellow parent who requested themed cookies for her son’s upcoming party. Despite my apprehensions, I took on the challenge, setting the foundation for my business. I began showcasing my early creations on Facebook. As my techniques improved, inquiries started pouring in for various events. This affirmed my belief that “there’s always an occasion for a cookie.”

Despite the budding business, there was a lot to learn. I pursued a Business Administration concentration at Wayne County Community College to better grasp entrepreneurship. Concurrently, I returned to the workforce for financial stability, which reduced my baking frequency.

​Balancing work with motherhood wasn’t easy. A particular incident at work, combined with its poignant tagline, “Chase what matters,” prompted me to prioritize my passion and responsibilities. After tendering a two-week notice, I fully committed to my enterprise.

Today, “Kookies by Keirsten,” located in Detroit, stands as a testament to my journey. I’ve earned the title of a Kookie Konnoisseur and have been featured on Fox 2 News. Over the years, my clientele has grown, including established firms like Credit Acceptance, Mack Avenue Community Church, Michigan International Swim Coaches Association, and several local celebrities, to name a few. With over 5,000 cookies sold last year, I’m leveraging social media’s vast potential to elevate my brand. My enduring mission is to consistently impress every customer with each cookie.

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

Over the past five years, I’ve faced numerous hurdles. My business managed to navigate the trials of COVID-19 through innovation and sheer determination. But my most heart-wrenching challenge came last July when I lost my mother unexpectedly. Being an only child, this loss was profoundly overwhelming; my bond with my mother was unparalleled.

Amidst this personal turmoil, my business was in the peak season of Open Houses and Graduations—a vital period. While she was in a coma for three weeks leading up to her passing, I had to navigate the challenge of fulfilling orders. Some had to be refunded, while others were so substantial that refunding them would have been financially crippling. The very morning after she passed, I faced the daunting task of delivering 150 intricately designed cookies for a graduation event. Even with my world in turmoil, I knew that faltering on this order would jeopardize my business’s reputation, especially with a new client. Not only did I finish those cookies, but they were delivered punctually. The client was immensely pleased and even sent more business my way. While I’ve withstood other adversities, including the loss of three close family members in recent years, this particular ordeal demanded every ounce of strength and resilience I had.

How about pivoting – can you share the story of a time you’ve had to pivot?

During the height of the COVID-19 pandemic, my business hit a downturn. Many of my existing orders got canceled, and I had to issue refunds due to the ban on gatherings. In response, I pivoted to offer themed cookie boxes with a touch-free delivery system. These boxes allowed customers to send tailored messages, be it wishes for a speedy recovery, expressions of love and longing, or a nod of gratitude to essential workers. Emulating the delivery style of platforms like DoorDash, I’d bake the cookies, pack them, and on reaching the recipient’s address, ring the bell before stepping back to my vehicle to avoid any direct interaction. This initiative not only met a need but also grew in popularity far beyond my initial expectations.

Contact Info:

• Website: www.kookiesbykeirsten.com
• Instagram: https://www.instagram.com/kookiesbykeirsten/
• Facebook: http://www.facebook.com/kookiesbykeirsten
• Linkedin: https://www.linkedin.com/in/keirsten-%E2%80%9Ckookiekonnoisseur%E2%80%9D-johnson-kookies-by-keirsten
• Other: Tik Tok: Keirsten “KookieKonnoisseur” Johnson Kookies By Keirsten