It’s time to build a business you LOVE without the overwhelm! 

Grab my proven blueprint for bakers & creatives ready to grow their business with confidence and triple their sales! 


You started your business because you freaking LOVE what you do. 

Or maybe you started because your friends & family hyped you up. Or maybe you’re like me and started your business out of necessity. You love the art and creativity that comes along with being a baker, and you’re so damn talented at it. Yet, your business isn’t growing as fast as you expected it to. Why is that? 

The real problem is: creating the most amazing, over-the-top, out-of-this-world products isn’t enough to build a profitable, thriving baking business. You have to know how to SELL those amazing products and get customers to WANT and NEED what you offer to the world. 


Up until now, you’ve been building your business with a degree from YouTube University and a sh*t ton of trial and error.

You know what you have to do on a weekly basis, you have a routine in place but you’re tired of the inconsistency and know that you’re meant for something greater! You’re ready to increase your profits, expand your customer base, and focus on growing your business to that next level. That starts with having a solid foundation that you can build upon. This isn’t just about having an amazing product that looks and tastes good. It’s about building a business with a PLAN and strategy in place that will help your business grow year after year.

Because the TRUTH IS: running a baking business isn’t easy... 

but when you have a blueprint on exactly what to do, how to do it, and when to do it your success story will propel faster than you could ever imagine. 

Here’s what happens when we focus on building a solid foundation for our business (and not so much on our cake-decorating skills) 

  • Triple your revenue and DOUBLE your sales year after year
  • Attract dream clients who would LOVE to pay your price  (no more haggling and discounting) 
  • Never having to worry about whether or not you’ll have enough money to cover inventory and pay employees 
  • Have ENOUGH money to hire help
  • More clarity & confidence around what’s working, what’s not, and HOW to fix it
  • Feeling energized and excited to work on the vision and future of your business
  • Having FREEDOM to do more of what you love 
  • Not feeling guilty for taking time for YOURSELF



The ultimate 10-week online business masterclass for bakers & creatives ready to grow their baking business with CONFIDENCE! 

After spending over a DECADE building my own bakery business from home into a multi-million dollar business, I'm handing you my proven blueprint so you can do the same! 

Become a Passion To Profit student today!

What’s inside your 10-week business blueprint:

Module 1: Get Your Head in the Game

The step into your power as a CEO week! 

We’ll kick off Passion To Profit by stripping away everything you know about running a business. We get down to the nitty-gritty from your habits, routines, mindset, and HOW you may be sabotaging your own success. (AKA the get your sh*t together week!)

At the end of this module, you’ll: 

  • Discover your own unique approach towards your business, and HOW you may be sabotaging your own success!
  • Discover what’s holding you back from reaching that next level in business. 
  • Learn how to approach your business as the CEO you’re meant to be through goal-setting, creating new habits, and mindset techniques!

Module #2: Pricing for PROFIT 

Pricing is an EPIDEMIC in the baking industry and I’m here to cure y’all. This is where you’ll learn whether or not you’re running a non-profit organization and if you’re leaving money on the table. I’m sharing my step-by-step guide to PRICING your products for PROFIT with confidence so you can triple your revenue year after year. 

At the end of this module, you’ll: 

  • Learn the ins and outs of pricing your products! From labor to the cost of ingredients, overhead, and packaging.
  • Get your hands on the key formulas for pricing your products and raising your rates with confidence! 
  • Understand where you may be leaving money on the table. 
  • Download your very own cake cost breakdown sheet, where you’ll be able to plug and play with your own numbers and learn how much to charge for your individual products.
  • The difference between capacity & volume.
  • Learn HOW MUCH capacity you actually have in your business.
  • Understand whether or not you have a lucrative business.
  • Learn how to create products for MASSIVE profit.
  • Learn the power of bundling and how to package your products for PROFIT.

Module #3: Identifying Your Ideal Client

Now that we know how to PRICE our products to start making some real money, it’s time to find and attract our DREAM clients who would LOVE to pay our price. 

At the end of this module, you’ll: 

  • Learn allllll about how to create and identify your IDEAL client! 
  • Understand brand positioning and how to position your business as the no-brainer choice.
  • Understand your own unique value propositions (what sets you apart from your competitors and HOW to leverage it). 
  • Understand your ideal client’s language, how to speak to them so they buy what you’re selling, and get into the mind of your DREAM client’s thoughts so you can turn them into LOYAL, RAVING, fans!


Your brand speaks for your business BEFORE you can. As bakers, we love to create but it’s safe to say the role of graphic designer isn’t our forte.  So, how do you make the BEST impression possible and avoid those costly branding mistakes? 

At the end of this module, you’ll: 

  • Understand all things BRANDING from fonts, colors, mistakes, and must-dos, and how to set your unique business apart from the rest! 
  • Understand what and how to create your own brand identity that gets your dream clients to notice you.
  • Create your own brand messaging.
  • Develop your own unique voice and brand presence to create a recognizable, show-stopping brand.

Module #5: Marketing and Social Media

Knowing what to POST and WHAT to say is stressful, but it doesn’t have to be. In this module, I’m sharing with you how to craft killer copy that will get your customers screaming, “YES! I need this” and a straightforward strategy that will have you spending less time scrolling and more time creating.

At the end of this module, you’ll: 

  • Learn social media marketing do’s and don’ts.
  • Learn how to speak and attract your ideal client through social media.
  • Learn how to sell online and how to turn your followers into loyal customers!
  • Learn the power of copywriting and how to make your words your hardest-working employee.

Module #6: The Confident Closer

Selling can feel SLIMY but when you know the art of sales, selling becomes so much easier! And I’m gonna help you understand the sales process from beginning to end. 

At the end of this module, you’ll: 

  • Understand the art of sales and how to CLOSE your dream clients with confidence every single time! 
  • Learn my proven SALES process and how to create a positive client experience that will get them coming back for MORE!
  • Learn my proven sales strategy that has helped me generate millions in my own baking business

Module #7: Systems & Time Management 

Say goodbye to overwhelm and hello to peace and feeling energized! One of the BIGGEST struggles among bakers and business owners is our lack of TIME. Because of this, we become overwhelmed, burnt out, and resentful towards working on and in our businesses. The answer: creating systems and implementing processes that eliminate chaos and offer clarity and direction. 

At the end of this module, you’ll: 

  • Learn all about SOP’S (standard operating procedures), and organization techniques that will allow your business to run smoother.
  • Work SMARTER, not harder in your business! 
  • Learn all about inventory management, order processing, hiring, team building, and systems development!
  • Have a greater understanding of HOW MUCH time you actually have available to devote to growing your business.

PASSION TO PROFIT arms you with a PROVEN, NO B.S., roadmap to grow your business with CONFIDENCE and sustain it!

In just 10 weeks, you could give your business a complete makeover. One that includes, more FREEDOM, more MONEY, CONSISTENT SALES, peace of mind, and time. Sounds too good to be true huh? 

The moment you hit ENROLL, I’ll be walking with you hand and hand as we begin this business transformation TOGETHER. 



Let's talk everything else I'm going to give you when you say YES to spending 10 weeks with me inside Passion To Profit! 

When I said, "We're doing this TOGETHER," I meant it!

I know just how TOUGH it is to grow your baking business into something sustainable. When I started my business, I was just winging it, trying to figure it out as I went. While I was naturally talented on the creation side, I didn't know how to actually run a business. So, I wanna do everything I can to help you avoid the mistakes I made and fast-track your success! When you enroll in Passion To Profit you get access to every single one of these BONUSES. All on top of my proven blueprint!


Get my Top 5 SAVVY SALES SECRETS This BUNDLE PACK includes 5 PDFS.  Learn how to better PRICE your products, how to SELL BETTER online, in person, via email, and on social media!

2024 Goal Setting Workbook

Learn how to SET goals and actually achieve them. 

2024 Life Blueprint

DREAMS without a plan are only WISHES. DREAMS broken down into small, manageable GOALS become the steps or the BLUEPRINT to making DREAMS COME TRUE. Inside the life blueprint, we're going to figure out what your dream life looks like so we can create goals to turn your dream into reality. 

7 Steps To Take Before Raising Your Prices!

Learn what steps to take BEFORE raising your prices inside this PDF download.

3 Month Access To Social Celebrator

THE SOCIAL CELEBRATOR is 30 days of ALREADY-MADE-FOR-YOU social media captions, pictures, dates, holidays and hashtags to help ease the pain of deciding WHAT TO POST on social media each day.

When you ask me to make a cake PDF!

Get a downloadable PDF that breaks down what goes into pricing a cake.

Camera Confidence with SweetKateBake

In this training, you'll learn how to show up confidently on camera (and in your business!) We'll cover confidence on social media and what things hold us back from unleashing our true confident selves.

TikTok Tips With Borinken Cakes and Cellyssweets

Learn how to GROW your following and capitalize on TikTok.

"I was freaking out about PTP, but then I decided my future was worth it. And I have doubled my following from real locals who are placing more orders in one month and I had all year."

Lee Mazor
Owner of LoveLee Bakeshop

"I was freaking out about the cost of PTP, but then I decided that I wanted to take that next step in my business, and I generated three times more revenue in the first month then I had all year. On top of that I am more confident than I have ever been and I’m ready to open a storefront!"

Jessica Banh
Owner of Fancy Flavors

"I was freaking out about the cost of PTP and called my mom to ask her what I should do and she said 'That is way too much money!' , so I did it anyway! And NOW, I'm able to confidently value my work and I've had a complete mindset shift!""

Taylor Turner
Owner of Divine Sweets

"I was freaking out about the cost of PTP, but then I took a leap of faith and now I am making more money on one cake that I used you on three. I am also more confident on my pricing, cost, and operations."

Tania Hoyos
Owner of Sugar Street Sweets

"I was skeptical about the cost of PTP versus the return I would see in my business profits. I took the time to reach out to a few graduates in with their support I made the decision to join. It was not easy to shell out the money but I knew I couldn’t stay where I was any longer. Since April I have more than tripled my sales from last year, hired for the first time ever and have a sales goal that I know I will meet and exceed this year. This is not a magic words, you have to do the work but as long as you keep your mind open and great things will start to happen. I guarantee that! If you want to reach out and chat I’m available anytime!"

Lauren Warmke
Owner of Simply Sweets By Lauren

"I was freaking out about the cost of PTP, but then I realized I needed a coach like Janelle to push me and help me grow my business. Now I’m moving into a perfect size bakery with the new branding image for my business."

Daisy Cisneros
Owner of Daisy Delights Bakery

"I was freaking out about the cost of PT, but then I took a chance on me and now I’m getting up to open my own bakery, which I would have never had a courage or knowledge to do before."

Damala D. Badon
Owner of DB Dessert Company

"I was freaking out about the cost of PTP but then I realize the information networking was worth more than the money, and we are now serving our cheesecakes in nine restaurants!!!"

Brandi Good Williams
Owner of Cali Love Pies

If you find yourself saying, “OMG, I NEED THIS!”

Then let’s talk investment:

  • Over 10+ HOURS of recorded, in-depth, materials to help guide you through every part of running a profitable business
  • LIFETIME access to all course materials, replays, and recordings
  • Exclusive access to the Passion To Profit Facebook group – a PRIVATE community of bakers and small business owners who have gone through Passion To Profit
  • 7 modules FULL of juicy business knowledge you NEED to know in order to build and grow a THRIVING, SUSTAINABLE, baking business
  • Downloadable tools, PDFs, resources, and materials you can reference over and over again
  • Accountability! Because let's be real, life can get in the way of our BIG plans and sometimes we need someone to push and remind us why we're doing what we're doing
  • Over 20+ Hours of LIVE coaching with Janelle & Eddie so you can get your questions answered, get real advice, bounce ideas, and get ENERGIZED & INSPIRED to take some real action in your business
  • Expertise from someone who has spent over 14 years in the baking industry, who started from home, with nothing, and built her business into a multi-million dollar company!


Choose what plan works for YOU:



Get Access to my ENTIRE course vault

  • Perfect Pop-Up
  • Homefront To Storefront
  • How to DOUBLE your Holiday Sales
  • 90 Minutes to Money Mastery
  • Bake Your Way to 6-figures
  • Funding your Dream: How to raise money to fund your dream business
  • Pricing for Profit 

(valued at $1,500)

Plus, access to ALL bonuses 




Get Access to my training: 

Pricing For Profit

(valued at $99)

Plus ALL Bonuses




Access to ALL Bonuses


How do I know PASSION TO PROFIT will work for me? I’ve got you! 

  • If you want to DOUBLE- hell- even TRIPLE your sales
  • Increase your revenue year after year
  • Hire some HELP
  • Create more FREEDOM in your life to do the things that bring you joy
  • Grow & Scale Your business to new heights
  • Become an industry leader
  • Belong to a sisterhood of small business owners like YOU, who wanna see you win 



The woman who started her cake business during the middle of a recession and built it into a multi-million dollar business! 

I’m a momma to 3 amazing girls, a business strategist, dreamer, artist, multi-passionate entrepreneur, and wife. Oh, and a lover of all things FOOD, 90’s R&B and Hip Hop! 

As a leading figure in the Cake Industry, I have had the opportunity to mentor and teach hundreds of entrepreneurs and PUSH them to reach their goals and dreams of taking their business to the next level.

I’ll never forget the first time I was asked,

“Can you teach me what I’m doing wrong in my baking business?” 

Then, everything changed. 

After 12+ years of running my own brick & mortar with LOTS of HIGHS & LOWS along the way, I hung up my apron to coach and mentor small business owners like you – so you don’t have to learn the HARD WAY like I did!

Passion To Profit is the product of my YEARS of experience in the baking industry (I’m talking about the good, the bad, and the ugly!). 

It is the ULTIMATE compilation of my business expertise, secret formulas, and insider do’s and don'ts that successful people don’t want YOU to know.

Together with my husband, Eddie, we’ve already helped thousands of bakers build THRIVING businesses they LOVE and find a community of sugar sisters (and brothers) they can lean on.

And this year, YOU could be one of them!


How do I know if Passion To Profit will work for me? 

Here’s the hard truth: Passion to Profit is everything I say it is and MORE. But you get out of the program what you put into it. If you show up every week, participate, do the work, and ask questions, then YES, Passion To Profit will work for you. But, if you sign up, skim through the modules, skip ahead, fall off for a couple of weeks, don’t participate in the live coaching calls, and don’t ask questions- then Passion To Profit isn’t going to wield the results we’re promising you. 

Will I have to show up live every week? 

We STRONGLY encourage members to attend our weekly LIVE group coaching calls. This is when Eddie and I will go over each module in detail. This is also your opportunity to interact with us directly, ask questions, and share your progress, dilemmas, doubts, and WINS. 

Ideally, we’d LOVE for you to join us for all of our live coaching sessions. But we also understand life happens and sometimes you won’t be able to join us live. That’s OKAY! When you join Passion To Profit, our members receive LIFETIME access to all of our live sessions so no need to worry! You’ll be able to watch and learn at your own pace on your own time. 

Will I lose access after the 10-weeks? 

HELL NO! When you enroll in Passion To Profit you get LIFETIME access to all the course materials, PDFs, group coaching calls, guides, downloads, and modules with the exception of access to the Social Celebrator. When you enroll you get 3 months of access to our social celebrator. Once the 3 months is up, you can then purchase the social celebrator if you'd like to continue you subscription. You’ll also have continuous access to our private FB group exclusively for Passion To Profit students. 

Is this just another pricing course? 

Although we spend TWO WEEKS covering all things pricing, Passion To Profit is so much more than just another pricing course. 

It’s a proven blueprint for bakers & creatives who are looking to TRANSFORM their businesses with confidence. We cover everything you NEED to know about starting, building, growing, and sustaining a PROFITABLE, THRIVING, baking business. 

I can’t pay $897 right now. Can I still sign up? 

Absolutely! We understand that everyone has different financial obligations which is why we make it a point to offer numerous payment options. When you sign up for our payment plan option you make a ONE-TIME payment the day you sign up, and the remaining payments will be pulled on the same day each month for the duration of your payment plan. 

What if I don’t like Passion To Profit? Can I get my money back? 

While I HIGHLY doubt you’ll dislike the program, we are aware that Passion To Profit may not be for everyone. After our first coaching call, we give the option to our students to pull out and get their money back. WHY? Because during the first week of Passion To Profit, we get down to the nitty-gritty and sometimes people can’t handle the tough love. 

We also understand that we may not be the coaches for you, and that’s OKAY! We want you to succeed in our course as much as you do and if you think after that first coaching call we may not be a good fit then we will happily refund your money. 

After that, we have a NO REFUND/NO CANCELLATION policy. 

We do this because like when you make a cake for someone, we are also providing a service. We show up consistently, we’re giving you our step-by-step strategies, and processes, and giving you our handbook to success. If you were to make an order for someone and they get the product and decide they want their money back, how would that make you feel? Not too great I’m sure. So I hope this makes sense.

Got More Questions? Click here for an FAQ

Join for the content, stay for the community!

Entrepreneurship can feel lonely AF! More often than not, we're doing ALLLL the things on our own! Most days and nights, we're struggling in silence trying to build our businesses into something that can make us money. You're tired and overwhelmed so whenever anyone asks you to do anything you have to say, "You're busy." Cue the guilt... You start to feel sh*tty about yourself and wonder if all this stuff you're doing is actually worth it. Lemme tell you, friend, IT IS! Sometimes all you need is someone to guide you, push you, and be there for you when things feel really challenging. Imagine having a friend group of ride-or-dies doing and trying to achieve the same things as you. Who are there for you day and night, to give you advice, to inspire you, and to support you every step of the way. That's what PASSION TO PROFIT offers...


Have you ever thought…

“How are they so successful? I’ve been working at this cake thing for wayyy longer”

If you’ve been following me for a while now you know that everyone’s mountain of success looks different. 

I’m here to equip you with the knowledge you need to know to build, grow, and sustain a PROFITABLE, thriving baking business! 

You have the talent, skill, and dream to build this business into something incredible. You know it, your supporters know it, and even your past clients know it too. But how do you make more money in your business without overworking yourself to death? Answer: processes & systems that allow you to work ON your business, and not so much IN it. 

If you’re ready to start climbing that mountain a little faster then let’s do this! 




Choose what plan works for YOU:



Get Access to my ENTIRE course vault

  • Perfect Pop-Up
  • Homefront To Storefront
  • How to DOUBLE your Holiday Sales
  • 90 Minutes to Money Mastery
  • Bake Your Way to 6-figures
  • Funding your Dream: How to raise money to fund your dream business
  • Pricing for Profit 

(valued at $1,500)

Plus, access to ALL bonuses 




Get Access to my training: 

$1,000 in 10 Days! 

Plus ALL Bonuses




Access to ALL Bonuses


The doors close to Passion To Profit in...

Passion To Profit is only open for enrollment two times a year. Join now for the FINAL and LAST session of 2023.