The 7 Mistakes I Made in My First Year of Business (So You Don’t Have To)

When I started my baking business, I didn’t have a plan.

I had ZERO experience. I had no idea what went into running a bakery- let alone ANY business.

What I did have? Was a pile of laundry, horrible credit, … and a sh*t ton of pressure to figure out how I was gonna support my family.

In 2009, I had just been laid off from my 6-figure corporate job. The job market was TRASH. And my husband and I couldn’t afford child care so I had to stay home with my kids. One day, I was folding some laundry and The Cake Boss happened to be on TV.

I watched as they made these BEAUTIFUL, OVER-THE-TOP works of art, and I thought to myself: “I could make that.”

I had never decorated a cake in my life. But I always creative. I always wanted to have my hands in things. I was a HUGE scrapbooker, I loved DIY projects, and while I didn’t really have the money to be starting a new hobby, I drove straight to the store and bought ALL the materials I would need to make a cake just like The Cake Boss.

Was it perfect? Not even close. 😂

And just like that, my business was born.

But here’s what I didn’t realize: baking cakes and running a baking business? NOT the same thing. Running a business takes systems, pricing, contracts, boundaries, marketing, sales strategies… and because I had never owned my own business before…I made a lot of mistakes.

Mistakes that cost me time, money, peace… mistakes that left me exhausted and overwhelmed.

👉🏼 That’s why I’m sharing them with you today.

If you’re just starting your business—or dreaming of it—I want you to learn from my hard lessons so you can move faster, smoother, smarter.

Here are the 7 biggest mistakes I made in my first year of business (so you don’t have to).

1️⃣ I Didn’t Build an Email List (Until It Was Almost Too Late)

I wasn’t thinking about email lists back in 2009. Honestly, my mindset was get as many customers as possible and make as much money as possible. What I wish I knew sooner was that EMAIL marketing is the #1 driver of sales, even over social media. So if I was starting my business over TODAY- I would have CRM system immediately. Email is an amazing way to foster connection with your customers organically, keep them in the loop of what’s happening in your business, and create LOYAL, repeat buyers who feel like they’re apart of your journey. Some of favorite email marketing systems are Flodesk, ConvertKit, Mailchimp, and Square POS (this is a POS system + marketing tool all in one)!

2️⃣ I Didn’t Have a Partnership Agreement in Place

If you’re going into business with a friend, a family member, or ANYONE, please hear me: GET IT IN WRITING. If you didn’t know, I started my bakery with my husband’s ex! (The mother of my two step-daughters!) YUP, you read that right! And when we started we both seemed to be on the same page BUT as we grew, and started receiving new opportunities, the vision we had for the business differed. It ended up impacting our relationship and eventually she stepped away and I retained full ownership of the business. So for the love of God, please get a partnership agreement BEFORE you go all in to starting a business with a partner. It isn’t just paperwork—it’s peace, protection, and clarity. *Fast forward to today, our relationship is great, and we’ve moved on from everything that happened in the past.

3️⃣ I Didn’t Know ALL the Tax Laws (and Missed Out on Major Write-Offs)

I knew filling taxes as a business owner was DIFFERENT than filing regular taxes BUT I had NO idea what I could write off, how to track those expenses, or what forms I needed. And the result? I left thousands of dollars on the table. So don’t wait until tax season to figure it out—get an accountant or at least do the research EARLY on so you’re keeping more of what you earn. *Bonus, make sure to open a SEPARATE business bank account and keep all your business expenses away from your personal expenses. So often, business owners just starting out will co-mingle their money and that’s how they end up in TROUBLE.

4️⃣ I Started Undercapitalized (and Paid the Price)

I didn’t plan to start my business when I did. I got laid off from my corporate job, was fresh off a bankruptcy, couldn’t qualify for a loan… and started my business anyway. 😅 Looking back, I’m so PROUD of myself for figuring it out but I massively underestimated how much money it takes to grow. Starting underfunded meant I had to hustle HARDER just to stay afloat—and if I could do it again, I’d have a financial cushion or a funding strategy FIRST.

5️⃣ I Pigeonhole Myself Into My ‘Perfect Vision’—and Ignored My Customers

I was SO set on what I wanted my business to be, look like, and who I wanted to serve… that I didn’t pay attention to what my customers were actually asking for. When I first started, I had the vision of “The Cake Boss!” I wanted to make over-the-top, elaborate works of art. Cakes that would be featured in magazines, that celebrities needed to have at their events, I ultimately wanted to serve the LOS ANGELES elite. I resisted change, and I would tell myself, “Just stay focused on the vision.” However, I quickly learned that dealing with that type of clientele was NOT my cup of tea. They often wanted you to work for free, to deliver cakes at 2 am to clubs or events (mind you, I was not SUPER local to Los Angeles so I’d have to sit in traffic for at least an hour sometimes to try to make this happen), and they were just really difficult to work with.

Looking back? I would’ve paid better attention to my local community and really figured out what THEY wanted from me. Cause it was polar opposite to what I had envisioned when I started. My community was in the middle of suburbia, surrounded by schools, where parents wanted to be able to go somewhere to grab a quick, sweet treat with their kids. Whether it was to celebrate a milestone like a birthday, an award at school, or bring treats to their office. So pay attention to WHO you serve and WHAT they need from you.

6️⃣ I Said YES to Every Single Order (Even When It Broke Me)

I thought more orders = more money. But what actually happened? I booked orders I didn’t enjoy, projects that took WAY too long, and accepted work that pushed me beyond my capacity. I only ended up OVERWHELMED, BURNT OUT, and didn’t make ANY MONEY. So saying YES to everything isn’t always the best for your business. So if you’re ever questioning an order, really pay attention to your TIME and your COSTS. This will always reveal whether taking on an order is beneficial for you.

7️⃣ I Prioritized Hustle Over REST (And Paid for It With My Health)

I wore my hustle like a badge of honor—late nights, early mornings, weekends, no breaks. I thought, ‘this is what it takes to make it.’ But burnout hit hard. My creativity, energy, and joy were gone. I was essentially trading my health for hustle. 👉🏼 And years later? I’m still living with the consequences. If I could go back? I’d build REST into my business from day one. Because hustle without rest? Is a shortcut to resentment and exhaustion. And without YOU, there is no business.

Friend, every single one of these mistakes? I LEARNED them the hard way. But you don’t have to. I’ve poured everything I wish I’d known into a free guide for you:

👉🏼 ‘If I Were Starting My Baking Business Over in 2025… Here’s EXACTLY What I’d Do.’

Inside, I’ll walk you step-by-step through what I’d prioritize, skip, and do differently—so you can build a business that’s profitable AND sustainable, without repeating my mistakes.

✨ Grab your free guide here—and let’s build BIGGER, BETTER businesses from the start.

And friendly reminder, you’re not behind. You’re not too late. You’re learning. You’re growing. And the fact that you’re even HERE, reading this, tells me you’re ready to build something incredible.

Don’t hustle yourself into the ground. Don’t let pride keep you stuck. Learn from my mistakes—and let’s make this the year you build a business (and a life) you LOVE.