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Showing posts with label jessie riley. Show all posts
Showing posts with label jessie riley. Show all posts

Monday, December 17, 2012

Opening a New Business In a Campus City


Interview with Katalina’s Bakery Owner Kathy Riegelmann
New Haven, CT

By Kathryn Gordon and Jessie Riley


JessieKathy, you have a pretty big space here!  How did you get started with your bakery business and find this particular location?

Kathy:  Several years ago I had a coffee shop in the area, so I knew people and people knew me.  I had been taking baking classes and was interested in getting back into the food business.  Yale University had begun a local economic development program to generate more foot traffic in this neighborhood near the campus.  There were some new schools and dorms nearby, and they were looking for a cupcake type business so Yale helped me to find this space. 

Kathryn:  Can you tell me more about your relationship with Yale?

Kathy:  Yes.  Yale is like a partner in that they paid for the commercial architect.  The construction bids went to Yale, and the university arranged the build out for $150K, and arranged my loan.  Yale takes a percentage over my break-even rent each month.  They have been motivated to support several other local businesses in this way because they want this neighborhood to be vibrant.


Jessie: That’s a great opportunity!  How many days a week are you open?


Kathy:  Currently we are open 6 days a week, but we are planning to expand our hours until later at night for the students and to open on Sundays because the families in the neighborhood have been making it a destination location.  I am also taking out a small loan to remodel the back retail area and have a tea counter, and add in loose teas for purchase by the pound.

Kathryn:  Looking around the front counter, you have a frequent buyer type card system here. Can you tell us about it?

Kathy:  We are working with a new automated rewards card system called “Spot On” (www.spoton.com).  It allows me to learn about our customer base through a loyalty card system tied to social media reporting. 



Jessie:  With the “neighborhood focus,” you have a nice space with room for more chairs and tables.  Are you planning to fill that in more?

Kathy:  Actually, no.   You can get wireless internet (Yale) access here but I do not want Katalina’s to become a free parlour (like Starbuck’s) for people to sit around in all day.  We’d rather turnover the tables.  That’s why I am trying to expand my menu in terms of what appeals to different customers buying at different times of the day.

Kathryn:  We came here today to offer a hands-on macaron baking class.  I know you already have regular baking classes, and host birthday parties; are you planning to expand the school part of your business?

Kathy:  Yes, we’d like to.  We have a good open production area.  I can even hear what’s happening at the front retail counter when I am in the back, and go back and forth if I need to. 

Jessie:  Are you here baking personally every day?

Kathy:  At the moment, yes.  But I have staff and I am not here all day!  I still teach at a local fitness center and coach my son’s hockey team (I’m a single parent).  Being in touch with the local athletics world gives me access to our customer base, and helps get me out there.  I have also been able to develop some catering contacts that way.

Kathryn:  Are you happy with your branding?  Do you think that has helped you attract more outside business?


Kathy:  Yes, and I think the bakery has become successful because local people recognize the logo. 

Kathryn:  I see that you do both catering and decorated cakes here.

Kathy:  Yes. I have an assistant Briana who is mind blowing in terms of cake decorating.  I am not as proficient; I don’t have enough patience.  We are doing more catering however.  For example, I was recently approached by the New Haven Symphony.  People know I am a food snob and believe in only good ingredients – and I will not compromise. 

Jessie:  That must help drive up your food costs!

Kathy:  My sister helps with the accounting.  I know that we cover our costs and are able to put some money in the bank each month.  I’m not yet paying myself a salary because I am still earning money teaching at the gym.  I don’t have a precise handle on food costs.  But the customers have no problem putting their money down for good product.  Grad students have more funds than undergraduates, though!

Kathryn:  Thank you Kathy, I can’t wait to eat a cupcake!



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Monday, December 10, 2012

Bling is in! Interview with Lisa Mansour of NY Cake and Baking



 Interview with Lisa Mansour
Co-Owner NY Cake & Baking

Interview by Kathryn Gordon and Jessie Riley


Kathryn:  Hi Lisa!  We’ve spoken before about your grandmother who was a chocolatier in Salt Lake City, and your mother who was a pioneer in NYC cake decorating.  Your parents use to run the business.   Now it’s more being run by you and your siblings, right?  How did that all evolve?

Lisa:  I grew up learning about cake from my mother.  In fact, I started this location (on West 22nd Street, NYC) with my mother in 1989.  At that point there was no store of its kind at all and most people didn’t know what “cake decorating” was at that point.  In fact, originally we were further down the street and the landlord said:  "You won’t even last a year!"  We have the same landlord in this larger location almost 25 years later and now he understands more about cake! 


Kathryn:  So do people watching TV!  I imagine the cake craze has helped your business boom?

Lisa: I came back to work in the business full time in the past 3-4 years.  Before then it was run mostly by my mom, dad and brother. Fundamentally, this is a cookie cutter and sprinkle business.  And it’s very seasonal.

Now my sister and her husband also work in the business.  My sister Jenny primarily works up in our warehouse in Westchester and is responsible for the website and all internet orders.  I am now in charge of the NYC store from A-Z.  My mom is in charge of the books.  My dad, well, he bosses everyone around! 

Kathryn:  Things have “shifted” here since I first visited you 2 years ago.  And I don’t just mean where items are located in the store…

Lisa:  Our emphasis is on introducing new cake ideas to refresh the company and to provide better customer service.  You can say that the “girls in the family” definitely have personality!  I’m really excited to get in there as an adviser to people, to help them make whatever cake they want to make. 

Jessie:  You’re launching a new line of tools this month under your own line?

Lisa:  Yes!  I decided to design tools to make it easier for people to make the cake they want to make.  These days, everyone is short on time and they have to juggle so many things in their lives.  Whether they make a cake for their family, or to sell – tools help them execute it the most efficiently.  We had the resources to help pull together a line of tools.  

My brother-in-law is responsible for manufacturing most of our tools. Because of this, I am able to introduce a line of “Couture Molds” in silicon that will work with a variety of cake decorating materials:  modeling chocolate, gum paste, fondant, pulled sugar and tempered chocolate.Basically, whatever the cake decorator wants to do!


                                                       Jessie:  What else is in the works for your line, Lisa?

Lisa:  In January, I expect to introduce a gluten-free cake mix with natural flavorings. There is such demand now for great tasting, gluten free products. I hear it all day in the store as customers come in looking for product.  I am right in the middle of the store so I get to hear all day what my customers want.

I would also like to have a school.  I love teaching now through our NY Cake Academy and I have lots of ideas.  I am teaching a class at ICE (Institute of Culinary Education) in 2 weeks, and next year will teach a class at ICE in 2013 under the CAPS program.

Kathryn:  Can you run a school here, in the store?  I remember taking my first Wilton cake decorating piping series with your mother years ago, in a location down the street.

Lisa:  Rents in Manhattan are so high but we’re looking into our options.  We will be starting to do free in-store cake demonstrations after the holidays.  I want to bring in guest chefs, and foster a sense of community in the store like we used to have when the cake business was in its infancy. 

Kathryn:  What’s the best thing about the NY store?

Lisa:  Employee loyalty.  We all work 6 days a week, including me.  I’m lucky that most of our employees have been with us a long time.

Jessie:  What’s the most current cake trend you’re seeing now?

Lisa:  The demand is still for bling!  More and more bling, in fact. 

Jessie:  What doesn’t “move anymore” in the world of cakes?

Lisa:  Cake separators and columns. Right now you can’t give them away.

Jessie:  Before we finish up, what drives you, Lisa?


Lisa:  I want to be a trend setter, and never a “copier”.  I don’t even look at what other people are doing with their cakes or cake classes.  I focus on myself, not other decorators.   Some people consider me a threat – which I think is sad.  I need to do my own thing, and I have my hands full with my own projects.

Jessie: Thanks Lisa!


Want to Learn More About Our Expanded Services? Visit  Us At Food Start Up Help

Saturday, June 9, 2012

Do I really need an accountant?

Everyone Needs Someone to Call

Interview with Enid Hoffman, CPA
By Kathryn Gordon and Jessie Riley

Kathryn:   Enid, we’ve been discussing various tax aspects of new businesses while we’ve been driving around in the van in rural France!  (Check out Kathryn’s trip under www.moulinbregeoncuisinecourses.com or trips through www.iceculinary.com)

I know you are a partner in a company with 250 accountants or so, so you’ve seen lots of food businesses over the years.  Let’s try to formalize some of the great recommendations you have for food start ups.

What’s the biggest accounting issue you’ve seen for start-up bakeries, cake/chocolate specialists, etc?

Enid:  The most constant question I’ve seen over my 34 years in the accounting business is:  you need help, but are you going to pay this person as an employee or an independent contractor?  There are legal and illegal ways to pay workers.  The legal way adds an average of 15% to your cost structure, and that is a huge expense for a new company.  By law, if you hire an employee you have to pay workers’ compensation, disability, and you have to match the employee’s Social Security contribution.  If you pay the worker as an independent contractor you do not have to pay this extra 15%, but this method of payment is illegal if the person is working as an employee in your place of business.

Kathryn:   Is the cost of processing an employee’s payroll also an issue? Like costs an employer would have to pay to someone through ADP?

Enid:  No, that’s small potatoes, maybe $20 a month per employee.  And I would definitely recommend someone with more than one employee to use a service for the payroll, because a payroll service can and should impound the payroll taxes.  If you utilize this service, the tax and insurance liabilities are withdrawn from your bank account immediately.  That guarantees the start up business will actually have the money paid to the various government agencies when the debt is due.

The business may not use a payroll service but still must remit the money on a monthly or quarterly basis.  Too many businesses think they will have the funds available but then spend the money for other business needs.  A new business cannot survive if they are not able to pay their bills on time, and you don’t want to accrue penalties from the government. 



Jessie:   Speaking of survival, I think new businesses are also afraid of having to pay an accountant on a monthly basis and what those accounting services will cost them.

Enid:   Sole proprietorship income and expenses are incorporated in a personal tax return.  If you have a good computerized general ledger such as Quickbooks, and no payroll, the return should run $700-$800 if there is no employee payroll. 

Kathryn:   So you recommend people use Quickbooks? 

Enid:  Some sort of accounting program should be used daily or weekly to assess your cash flow.  You could post entries into Quicken, but it is less robust than Quickbooks.  Either will tie to your bank account, but Quickbooks will allow more long term flexibility and growth with your company.  You still need an accountant to help you set up the books correctly, conduct a review of the books and records every 3 months for the first year, then semi annually thereafter.    

In any business you must reconcile the books and the bank statement which  Quickbooks does as a byproduct of the program.  If you do not reconcile, the books become unreliable because one does not know if all items have been posted and therefore you may or may not be reporting more profit or not showing the proper loss.



Kathryn:   I gather you recommend people absolutely hire an accountant.

Enid:   A lot of food-oriented businesses are cash businesses.  One of the biggest mistakes I’ve seen people repeat over the years is that if it’s a cash business – and you either pay too many people in cash, and/or take out too much cash yourself – you can’t justify to an auditor that you’re making enough money to justify the expenses you’re claiming such as food costs or your personal living expenses.  For example, you need to take money to live on, or your business will never be sustainable, and auditors know that.  You do not want to create a risk of a longer, more extensive audit because your expenses, sales and labor costs do not tie.

Let’s say you operate a 24-hour a day pizza business.  If you claim expenses for vast quantities of flour for your pizza dough, and you don’t show commensurate sales or payroll for the workers, then a government auditor would clearly know you are hiding sales and will conduct a tougher audit – and you could be facing criminal charges and would lose more than the cost of hiring an accountant to provide advice in the first place. 

Jessie:   I know several small food-related businesses that don’t seem to handle everything exactly correctly, like co-mingling personal and business funds or might have questionable practices paying their employees…

Enid:  If you are co-mingling funds into one checkbook, the IRS or the state could audit all of your personal and business transactions which can be a costly and tedious audit.   If the business has a separate account, the auditors will audit only the business account and will not review the personal expenses. 

It can also create a risk if an employee pays the staff without a W-2 (generating the 15% additional overhead for the workers’ compensation, disability and matched Social Security).  This can result in a penalty for the business.  Another problem is if you pay the worker as an independent contractor (also known as a 1099 worker) – unless the worker truly is an independent contractor.  And for independent contractor status, the worker has to:  a) work for more than one employer doing this type of work, and b) “hang a shingle out” advertising that you are in this type of business.  For example, if you’re in the yellow pages as a freelance chef, only then, whether you work 1 or 30 hours for a company, you would get a 1099.  Only if you are a corporation, you will not get a 1099.



Jessie:  So what should businesses be aware of that might be a red flag for getting audited?

Enid: “Invisible employees.” A red flag is raised as soon as a company has a pregnant “invisible employee” who files for disability because she can’t stand in your bakery 12 hours a day. Other examples are someone washing dishes, who is paid as a “invisible employee”, gets hurt on broken glass and goes to the hospital thinking he/she has worker’s compensation, or the work is cyclical and the “invisible employee” files for unemployment in a down period after making seasonal chocolates.

There’s no record of the “invisible employee,” because the business hired the worker as an independent contractor (1099) therefore the company didn’t pay the required workers’ compensation, disability or match the Social Security – and that’s a risk for opening an enormous can of worms.  Worker’s compensation alone can issue 5 years of financial penalties and close down a business!

Kathryn:   I know that at some times in the past that I’ve been an “invisible employee.”  I also know I’ve worked for someone who never issued me a 1099.  Where do these lines get legally drawn? 

Enid:   There’s something called “20 common law questions” regarding having to issue a 1099 for someone who is truly working for you.  The question has to do with who can generate the ultimate profit from a scenario.  Someone is considered truly freelance and will receive a 1099 if they are in business for themselves. Then this person is not an employee. 

For example, if I am hired to make a wedding cake and I hire you to do the work for $300, you can make the profit/loss depending on the ingredients and time it takes you.  This person is an independent contractor.  If I ask you to come to my bakery and bake a wedding cake and I give you $30 per hour and supply the ingredients, you are an employee, as the bakery is going to make the potential profit or loss. 


Kathryn:   What’s the threshold someone has to earn from one company to get a 1099?

Enid:   If a company pays someone more than $600 in a calendar year, they should issue a 1099.  Not all businesses do, but the burden is on the taxpayer as the taxpayer must report all income whether the taxpayer received a W-2 or 1099.  An employer can get a $50 penalty – but it is rarely issued, so it’s a risk some businesses are willing to take.  (By the way, if an independent contractor did not receive a 1099 and they feel that they should get one, they can report the business to the IRS via a complaint form you can download on the IRS website – and that’s a better way to get action than just making a phone call to the IRS).

Jessie:  How often should I be contacting my accountant to make sure my business is doing everything the correct way?

Enid:  As an accountant, I accept calls all the time.  Every business needs someone they can just call.  I truly enjoy helping new businesses establish themselves – what could be more rewarding?  Eventually though, someone has to realize that time equals money for professionals, and you might be sent a bill if you continuously ask questions during the year. 

Kathryn:   So you might get a bill if you’re calling your accountant 5 times a day, I guess?

Enid: People ask questions all the time.  It comes with the territory, and I like sharing my expertise.  I’ve always liked helping young businesses, and have found that ones owned by women especially need pushing.  I like doing it and it has become my niche, with over 70% of my client base being women business owners.

Kathryn:   Do you ever make field calls and visit your clients?

Enid:  It can actually be more cost effective to visit a business at least once so you have a better understanding of what the client is talking about, but on a routine basis for a single proprietor it probably makes more economic sense for them to come into the accountant’s office. 

Hint from Chef Kathryn:  Always enter your receipts on a timely basis into your accounting software, and scan them.  After a period of time, most check register receipts fade.  I've seen one (failing) small business not file their taxes for a long time, because they knew they wouldn't owe anything because their expenses far outweighed their receipts.  Eventually garbage bags full of 5-year old, illegible receipts were brought to the accountant...  Not a great business procedure. 




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