We recently connected with LaCretia Allen and have shared our conversation below.
LaCretia, 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?
# Starting Over: Lessons from 20 Years of Entrepreneurship
If I were to start my entrepreneurial journey over today, armed with the knowledge and experiences of the past 20 years, here’s how I would approach it:
1. **Embrace Networking Early**: I’d prioritize networking from day one. As a shy person, I now understand the importance of “showing yourself friendly” in a business context. I’d actively seek out and connect with like-minded entrepreneurs, industry peers, and potential mentors.
2. **Seek Diverse Perspectives**: I’ve learned the value of getting advice from various sources, including both experienced entrepreneurs and newcomers to the field. Each perspective can offer unique insights. I’d create a diverse advisory network early on.
3. **Stay Open to New Opportunities**: I’d be more open to off-site events and unconventional opportunities, even if the immediate ROI isn’t clear. Sometimes, the value lies in the connections made and the doors that unexpectedly open.
4. **Adapt to Social Changes**: Recent events, like the aftermath of George Floyd’s death, have shown how societal shifts can create new opportunities. I’d stay attuned to these changes and be ready to adapt my business strategy accordingly.
5. **Cultivate Intergenerational Relationships**: I’ve learned the value of both mentoring and being mentored, regardless of age or experience level. I’d actively seek relationships with entrepreneurs of all ages, recognizing that wisdom and innovation can come from anywhere.
6. **Focus on Strengths, Outsource Weaknesses**: I’d identify my core strengths earlier and focus on leveraging them. For areas where I’m not as strong, I’d seek partnerships or outsource, rather than trying to do everything myself.
7. **Continuous Learning**: I’d commit to ongoing education and skill development from the start. The business world is constantly evolving, and staying ahead requires continuous learning.
8. **Build a Support System**: Recognizing the challenges of entrepreneurship, I’d prioritize building a strong support system, both personal and professional, to help navigate the ups and downs.
9. **Embrace Technology**: I’d be quicker to adopt new technologies that can streamline operations and expand reach. This includes leveraging social media and digital marketing from the outset.
10. **Practice Resilience**: Understanding that setbacks are part of the journey, I’d cultivate resilience and a growth mindset from the beginning. Each challenge is an opportunity to learn and improve.
By implementing these strategies from the start, I believe I could build a more robust, adaptable, and successful business in today’s dynamic entrepreneurial landscape. I now know and understand the saying, nevertheless SHE persisted…lesson learned!
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.
Certainly. Here’s the revised version in first person singular:
I’m Chef LaCretia Allen, a culinary professional with over two decades of experience in the baking industry. As the Founder and CEO of Cretia Cakes Bake Shop, I’ve dedicated my career to preserving Southern baking traditions, specializing in classic recipes like the iconic caramel cake.
My journey began on the Westside of Indianapolis, where I was raised just minutes from the Indianapolis Motor Speedway. My older sisters introduced me to the wonderful world of baking, igniting a passion that would shape my future. This interest, combined with my diverse educational background—spanning accounting, hospitality, liberal arts with a focus on Africana studies, and currently pursuing a Master’s in Jurisprudence—has given me a unique perspective in the culinary world.
What sets me apart is my ability to blend my Northern upbringing with my deep Southern roots. I often describe myself as “a northern city girl grounded by her southern roots, so I bake like a southerner.” This fusion allows me to create authentic Southern flavors while incorporating modern techniques and sensibilities.
My bakery, Cretia Cakes Bake Shop, has been in operation for over 20 years. It’s more than just a business to me—it’s a testament to my commitment to preserving culinary heritage. My signature creation, the Southern-style Caramel Obsession Cake, has gained national recognition, even featuring on QVC/HSN (Home Shopping Network). This achievement not only showcases my baking prowess but also my ability to market and scale my business.
My impact extends beyond my bakery. Since 2013, I’ve been an Associate Professor in the Hospitality Department at a local community college, teaching Baking and Pastry Arts and nurturing the next generation of culinary professionals. I’m dedicated to continuous learning, which is evident in my participation in numerous professional development programs, including those at prestigious institutions like the Indiana University Kelley School of Business and Goldman Sachs.
Community involvement and philanthropy are core aspects of my ethos. I contribute my time and products to events at The Children’s Museum, RevIndy, and Zoobilation, using my culinary skills to support worthy causes. This community-focused approach aligns perfectly with my mission to preserve and share Southern culinary traditions, creating connections through food that span generations.
One of my proudest achievements is setting a world record through Extreme Excellence World Records, supporting the Ruby Bridges Foundation. This accomplishment not only showcases my baking skills but also my dedication to causes that promote education and equality.
For my potential clients, followers, and fans, I offer more than just delicious baked goods. I provide a gateway to cherished memories and traditions, skillfully crafting treats that evoke the warmth of family gatherings and Sunday dinners after church. My goal is to “keep those memories for both old and new,” connecting with customers on a personal level and making my brand about more than just food—it’s about community, heritage, and shared experiences.
In essence, I represent the perfect blend of tradition and innovation in the culinary world. My journey from a young girl in Indianapolis to a chef, educator, and entrepreneur serves as an inspiration, while my commitment to preserving Southern baking traditions ensures that these cherished recipes and the memories they evoke will continue to delight future generations.
On a personal note, I’ve been married to my high school sweetheart, Angelo, for over 28 years, and together we’ve raised three wonderful adult children. This foundation of family values deeply influences my approach to business and community engagement.
I’m most proud of my ability to keep Southern baking traditions alive while adapting to modern tastes and business practices. Whether you’re tasting one of my cakes, attending one of my classes, or working with me on a community project, I want you to experience the warmth, love, and rich heritage that Southern baking represents. It’s not just about the food—it’s about creating moments and memories that last a lifetime.
How about pivoting – can you share the story of a time you’ve had to pivot?
Thank you for sharing that powerful turning point in your life. I’ll incorporate this pivotal moment into your story, highlighting how it led to your career change and the pursuit of your passion. Here’s how we can present this experience in your own words:
I’ve always believed that life has a way of steering us towards our true calling, and my journey is a testament to that. For years, I built a solid career in accounting. I did it all – payroll, sales auditing, commission accounting, and even worked as an accountant for Customs and Border Patrol. It was stable, it was respectable, but deep down, something was missing.
Then came the wake-up call. I had a health scare that shook me to my core. It forced me to confront a question I’d been avoiding: “Do I want to die doing this?” The answer was a resounding no.
In that moment of clarity, I realized what I truly wanted to do with my life – baking. It had been my passion for years, a dream I’d kept on the back burner while I pursued a “sensible” career. I’d been thinking about enrolling in culinary school for what felt like forever, but always found reasons to put it off.
That health scare was the push I needed. It made me realize that life is too short to not pursue what you love. The very next day after my health scare, I found myself sitting in a culinary school classroom. It was terrifying and exhilarating all at once, but I knew in my heart that I was finally on the right path.
This pivot wasn’t just a career change – it was a complete life transformation. I went from crunching numbers to creaming butter and sugar, from boardrooms to kitchens. And you know what? I’ve never looked back.
My accounting background has been invaluable in running my own business, but baking… baking feeds my soul in a way that balancing books never could. It allows me to create, to bring joy to others, and to keep alive the Southern traditions that are such an important part of who I am.
This experience taught me the importance of listening to your inner voice and having the courage to make big changes, even when they seem scary. It’s not always easy to pivot, especially when you’ve invested years in a particular career path. But when it comes to living a fulfilling life and leaving a legacy you’re proud of, sometimes you have to take that leap of faith.
Now, every time I bake a cake or teach a student, I’m grateful for that difficult moment that pushed me to follow my true passion. It’s a reminder that our challenges can become our greatest blessings if we’re brave enough to learn from them and make changes.
To anyone out there feeling stuck or unfulfilled in their current path, I say: it’s never too late to pursue your dreams. Your past experiences are never wasted – they’re preparation for where you’re meant to go next. Trust your instincts, be brave, and don’t be afraid to pivot when your heart tells you it’s time for a change.
Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.
Thank you for sharing your journey into product manufacturing. I’ll incorporate this information into a first-person narrative that highlights your experiences and lessons learned:
Yes, I do manufacture my own products, and the journey to get here has been quite an adventure. It all started when I applied for the HSN American Dream competition. That was my first real introduction to the world of product manufacturing and logistics.
When I moved forward in the competition, my husband and I flew down to Florida to the HSN headquarters. We went through a series of training sessions before presenting to the panel. It was an eye-opening experience, but I quickly realized how much I didn’t know, especially about packaging.
In 2017, I received the HSN handbook, which really kickstarted the learning process for me. HSN then launched an academy, and I was fortunate enough to be awarded a spot to attend in Washington, D.C. This was another valuable learning opportunity that helped me understand the ins and outs of product manufacturing and distribution.
A significant turning point came when I had the chance to meet with an angel investor. I had to give a presentation, which was nerve-wracking but extremely beneficial. It was during this meeting that I received information about copackers – companies that could potentially manufacture my products for me.
Following up on this lead, I scheduled a tour with an out-of-state copacker. However, I received some unexpected advice – both from industry professionals and even the copacker themselves – cautioning me against going that route. They warned that copackers could eat into my profits significantly. Looking back now, I think they were probably half right at that point. These days, with the volume I’m doing, I could probably offset those costs more easily.
Despite deciding not to use a copacker, all of these experiences and the knowledge I gained along the way were invaluable. They prepared me for a major milestone: in 2023, I was finally able to sell my products on the HSN platform!
Throughout this journey, I’ve learned several important lessons about manufacturing a product:
1. Education is crucial: The training sessions, handbooks, and academies were all instrumental in helping me understand the complexities of product manufacturing and distribution.
2. Networking matters: The connections I made, from the HSN competition to the angel investor meeting, all played a role in my journey.
3. Be open to advice, but trust your instincts: While the advice about copackers turned out to be helpful, it’s important to evaluate each decision based on your unique situation.
4. Patience pays off: It took several years from when I first received the HSN handbook to when I actually sold on their platform. Manufacturing is a process that takes time to get right.
5. Understanding packaging is as important as the product itself: This was a major learning curve for me, but crucial for success in retail.
6. Sometimes, doing it yourself is the best option: While outsourcing to a copacker seemed tempting, manufacturing in-house allowed me to maintain control over quality and costs.
7. Always be learning: The manufacturing world is always evolving, so it’s important to stay informed and adaptable.
This journey has reinforced my belief that with determination, continuous learning, and a willingness to adapt, you can overcome any challenge in business. Manufacturing my own products has been a rewarding experience, allowing me to maintain the quality and authenticity that Cretia Cakes is known for.
Contact Info:
- Website: https://www.cretiacakes.com
- Instagram: https://www.instagram.com/cretiacakes/
- Facebook: https://www.facebook.com/cretiacakesbakery
- Linkedin: https://www.linkedin.com/in/lacretia-allen-84a3a871/
Image Credits
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