I went to the artist at the Yellow Pages and asked if he could draw our product for us when he wasn’t working. I showed him our prototype and he made a great drawing. He was freelancing and it worked for both of us. He made some extra money and we didn’t have to pay an arm and a leg. It took a few tries but we got it where we wanted it to be.
We immediately got this logo trademarked. That drawing was on all our paperwork, business cards, advertising etc. Thanks to the library we did this registered trademark without attorneys and just the cost of doing it which saved us thousands of dollars. We made a trademark of our name, the logo and the font as well. Everything was licensed accordingly by law. Later when attorneys were involved in our lives they were shocked that we did this all ourselves. It was very time consuming doing it all ourselves but easy, we just didn’t tell them that. We were a bit proud of that.
In the meantime Rick is still working on 2 types of cookies to start. I was out trying to figure out how to buy these mugs without paying retail. I went to this huge and beautiful hallmark store in our neighborhood. In all my travels I have never seen one this big so I got lucky with having all this product at my finger tips. I would pick up mugs and read the bottom. I wrote down the names of the companies. (but couldn’t use the hallmark ones) I went home and called 1-800-555-1212 and would ask for the 800# to each company. I called them and told them of our plan and asked information on what they needed from us to begin ordering. They were more than happy to give me this information. Once we began buying inventory other companies called us. We had pottery mugs, stoneware mugs that were just gorgeous, sports mugs, hobby mugs, risqué funny mugs etc. The only difficult part was we had to pay for everything up front until we were established with each company. Finally we were offered net 30 for all most all of them.
Now we have our 2 cookie recipes down. The things we found were that they had to be baked on stone for best results. It meant even baking.
Our ingredients also made a huge difference as well.
You just couldn’t use any sugar or any old flour either. We had it down!
The difference in the cookie if you only changed the brand of sugar was huge.
This truly took a lot of time and product and practice as well as money.
We now had our food vendors and our costs down.
The cookies were now excellent.
We figured out our cost to make 1 and what we could sell them at.
We looked at competition and what it would cost for flowers to be sent etc.
We put together some prototypes and decided we had to do something to make people aware.
We had 1 problem. We were going to start this out of our apartment.
We knew doing that was not legal. But it is what we had to do.
We started oh so small and quietly.
Rick and I knew our target market was women. Women spend the money for these types gifts. Men will come later.
So Rick brought the 1st prototype to a hair salon that was his client from the yellow pages. He and the owner had a friendly relationship so he went to her shop first.
He asked if he could keep one on their receptionist desk with our cards and we would give them free warm cookies for them and their customers weekly.
Thankfully they said yes.
We brought them cookies and orders began to come in. We worked 8 hour days and baked all night. I curled ribbon I swear in my sleep to put these together. I curled while watching TV. I never wasn’t curling ribbon or at least that is how it seemed to me anyway. We slept maybe 3-4 hours. We then delivered them in between our sales appointments. Now you see why those jobs were good for us.
Because we couldn’t answer phones during the day we hired an answering service. When people asked where we were we said we are not a store front yet but we hoped to be soon. (never said from our kitchen for fear of the big ole health department)
At first it was just a 1 or 2 a week.
Then it was one every day of the week
Then it became several a day and weekends.
I had 100lb bags of sugar and flour in my dining room.
I had 100’s of mugs in my dining room and curly ribbon all over the damn house.
It was taking over our world….in a good way.
Rick made mug carriers for the cars for delivery. It was ingenious. They fit in there upright and it was a tight fit so they didn’t fall over.
We just no longer had the room or a large enough oven to do this and still work both jobs and sleep.
We also now had our product sitting in several different businesses and the orders were pouring in.
When we would drop off cookies at any of the locations the feed back was excellent and got us all excited that this was going to work.
People RAVED about the cookies. That was the secret.
We knew all along that it would be the cookies that would be the driving factor. We were constantly told that these cookies were to die for and we loved hearing that. We were always so damn tired. Some days those compliments were all that kept us going. We were growing but all of our money was going back into the business.
It was now so big that we had to have a store front.
So we made that plunge. I can’t even articulate how scared I was about this.
fRick quit his job because he was the baker. I didn’t have the cookies down like he did and so it only made sense for him to be at the store.
We purchased our ovens and refrigerators from a used commercial kitchen supply store. They were awesome to work with. We found that a pizza oven lined in stone was our best bet. We bought the stones and lined it ourselves to save money.
We put the cookie sheets on the stones for even baking.
Outstanding cookies if I do say so myself!!
(think of the stones like Pamper Chef’s stone for pizza. Flat stone)
We decided we needed a big grand opening so people knew we were here.
We weren’t sure how the hell to go about this. As we were inclined to do we sat in our sun room with a bottle of red and ran ideas by one another.
We knew we needed to have our inventory larger for this grand opening.
We had been ordering and paying upfront from all the mug companies we had been dealing with. By this time we were told we were now able to be net 30. Whew.
That helped with the capital. That was helpful because we knew after this grand opening paying for all of this would be no problem. But to pay for this grand opening and have to have the money to buy all the new inventory as well as food would really be a stretch for us.
Can I tell you how I was constantly in a state of fear and money stress?
We came up with the idea to send a flyer to every customer and every recipient we ever had as well as friends, family and businesses in the neighborhood of our new location. The flyer would announce the new grand opening. We asked them to come to see the display of mugs, have some refreshments, cookies and see all of the new items as well. (cookie baskets etc) Again, no internet so we couldn't make these ourselves. We brought our ideas and art work to Kinkos and had to pay for this. Today thinking about that makes me ill. The ease in which all of our library and Kinko's work would be today.
We figured if we sent out 500 flyers we’d be lucky if 75 showed up. But we sent out 500 flyers and just over 260 showed up. We held this on a very sunny winter Sunday afternoon. Cookies were baking, a fire roaring in the fireplace and the place smelled like cookies and looked great. It was a huge success. And those that didn’t stop by called and ordered or asked questions etc. We were beyond thrilled!! Still scared but thrilled.
A few days before our grand opening we hadn’t yet received our order for these particular mugs from the company that I really liked. The mugs were beautiful and different and more like stoneware/pottery. They were a bit high end but oh so worth the price. I called the company and asked where our delivery was because our grand opening was in a few days. We were expecting these to showcase. They stated that we hadn’t been ordering long enough so these had to be prepaid. I hung up after telling them I would get back to them.
I discussed this with Rick. We were sick about this. We didn’t have enough money to pay for these and the rest of the things needed for the event. Let alone all the other money going out the door right now. Rick said to overnight a check to them and they would send up our inventory 2 day air.
It wouldn't cash for a few days due to the weekend. I knew it would bounce we couldn't do that. But he told me to trust him. Foolish me did it anyways. I kept thinking this was not a good way to start a new business relationship with a bounced check. I was sick about this. Nervous nelly was a basket case!
That evening at 7pm the TV was on. Rick was brushing his teeth and I was in the living room doing who knows what.. The lottery numbers were being announced on the television. I wasn’t paying any attention because I didn’t play the lottery. Rick is saying quietly at first then so loud a big "yes, YES, YES" from the bathroom. I went in there to see what the hell he was doing. He was so excited and now jumping around like a nitwit and yelled, “did you hear those numbers Margaret?” It was the 3 digit daily number. "No Rick I didn’t pay any attention to them." He just kept saying, “we won, we won, we won!”
He immediately called the local lottery line to get the daily number. Sure enough he won.
We needed $500 more dollars for that check not to bounce. He just won $550.00.
Can you believe it? I sure as hell couldn’t but I was thanking every spiritual being I knew to thank. And of course I have never in my life had any luck but I was thankful that we got it that day because it truly saved our asses. It didn't seem real at all. I mean it was exactly the amount we needed. C'mon who gets that? I thanked Rick for playing the lottery. Best dollar he ever spent!
Our new store front was located in a nice area where the homes were now businesses. Little cape cod style homes that were jewelry stores, an artists showroom, a pottery store, hair salon etc. It was a very nice area. We had an adorable cape cod home that was a realty company at one time so it was set up for parking etc. We just had to do the remodel for the kitchen and showroom. They had an addition on the back and we knew this big empty area would be our new bakery.
We had a pretty showroom with mugs on display as well as gift baskets etc.
We had a stone fireplace in the showroom as well. It was great in winter to come in and it smells like cookies and the fire is roaring. Great ambiance. We loved it and it did very well for us. We really loved when people would come in and say, “ooh it smells so good in here.”
It made them eat and stay longer and that meant they spent more money.
Sadly we outgrew that location in 2 years.
We packed up our employees and our business and moved into our 2nd location.
It was at the entrance of the mall. Talk about a great location and moving up!
But we now had stalled in real growth. We needed to find a way to bump up sales.
We decided to do some radio advertising and a representative that came in to discuss some commercials with us began talking about how all media uses flowers to get in the door or as thank you’s for their business etc. From what she was telling us they spent a huge amount of money on this stuff.
That made an alarm go off in our heads. I said to Rick that since we consider flowers our main competition and our slogan was “We deliver the tastiest alternative” (yes that was trademarked as well). We should be biting into their market and STAT.
This product was festive, but more importantly for all ages and sexes.
By now we had over 250 different style mugs in a show room. We had gift baskets, student survival kits and the like. We decided to reach out to the media and see if we could get some trades. Trade their service for ours.
I sent a very funny and a bit risqué mug to a morning show crew.
We delivered it and within minutes they were talking on the radio about how outrageously good these cookies were that were just delivered on air. Talk about free advertising.
They read the mug on the air and boy did that get responses. While listening to this on the radio our phone rang and it was the marketing department of this station. “Could we put these cookies in their station’s mugs to send their customers?”
"You bet we can! "
They were sending someone out to discuss business with us immediately. It worked.
We thought it would but honestly, we weren’t sure how it would end up but we were excited. Then the phones began to ring. People heard that morning crew talking about it and wanted to order. We were on to something here. Walk in traffic increased as well.
The following day I myself delivered one to the biggest station in town.
The card read, “Enjoy. We hope to do business with you soon.”
Before I left the long driveway out to the highway I got a call from Rick on our big ole bag phone (remember those in cars?) that they had already called our office for an appointment.
We did the same thing with television too.
We made trades with these companies at the beginning to trade our product for theirs.
It was an easy way to begin that type of advertising campaign with out a huge output of money. And boy did it work.
Our radio ads were great. Our television ads were even better. The line from the 1st commercial became a new tag line. “When was the last time you were mugged?”
It tied in with our name, the funny commercial as well as the product. Perfection.
We knew it was a hit when men would call and say, “I’ve got to mug someone, can you help me?.”
Name recognition and the sound bite was imperative for success and this was working.
We were growing again.
We were asked to be on a local TV show. I don’t even like my picture taken so I wasn’t thrilled with that but we did it. (Rick made me) Each time we did the phones went crazy.
We were asked to speak at local events at schools about being an entrepreneur. We met a great group of people which helped our business grow in various ways. The contacts were amazing.
A new restaurant in the newly remodeled train station wanted our spiced oatmeal raisin cookies on the menu. (they were the size of a dessert plate) The head chef was a customer (we didn’t know) and raved about that cookie. They were fat and moist and ooh so good. I admit I didn’t tire of them near as much as the chocolate chip. The chef added them to the menu as a trial with homemade vanilla ice cream and a homemade rum sauce or rum raisin sauce. They were a hit and remained on the menu until we sold the company. We were a bit proud of that one.
We never ever used day old cookies! EVER!
Rick had this down to a science so by this time we didn’t have a lot of left over’s.
But some days he was off or there were less walk ins.
When we had left over cookies we’d drop them off at a variety of places.
The firehouse down the street, the city mission, our neighbors, the owner of our favorite restaurant/bar, the woman who curled all that ribbon and her family, or the last customer. They always got a kick out of that!
The only people who never ate these cookies were Rick and myself. And after awhile the employees didn’t much care either. We always told them they could eat as many as they wanted knowing full well they never would last long. The chocolate chip cookie dough was another story.
We had a hometown basket that had everything in it that was made in that town.
The cookies, the mug was a pen and ink drawing of a famous landmark, the potato chips were local, the chocolates were local, the granola, the hand made pottery, small artwork, the coffee was from local mom and pop company. It was a big hit. One day our governor's office called and asked for 52 of these baskets be sent to all the governors in the country. Could we do this? Certainly was my reply before I ever knew how the hell I was going to pull this off.
I’d sweat that later was my logic.
So that started our idea of buying mailing lists and making baskets geared for a certain market. We started with freshman in college. We made student survival kits for 1st year college students. We mailed our information to the parents of 1st year students. They were suckers for little Johnny and Mary being homesick. (or was it the parents who were doing all the missing?) The baskets were filled with our cookies, a mug of choice, hot cocoa or coffee, granola mix, instant soups, chocolates etc. It took off like crazy.
Remember this is before the internet. I can’t even fathom how well it would have done with the internet.
We were now featured in the newspaper and the local magazines and assorted things like that. We were working long long hours. We began at 4am and stopped at 6pm.
Rick was asked to make the gingerbread house in the mall for Santa and his elves.
This gingerbread house was large enough for Santa to walk in and out of and store things.
That house was a huge undertaking but fun. We had everyone who worked for us and as well as some family help us out. All wore our t-shirts while working. It was good advertising and I would bring cookies over for looky loo’s …..worked like a charm.
.....to be continued.
are you bored to tears yet? well you asked for it.
pictures will follow as soon as I get to the attic and find some for you.
That evening at 7pm the TV was on. Rick was brushing his teeth and I was in the living room doing who knows what.. The lottery numbers were being announced on the television. I wasn’t paying any attention because I didn’t play the lottery. Rick is saying quietly at first then so loud a big "yes, YES, YES" from the bathroom. I went in there to see what the hell he was doing. He was so excited and now jumping around like a nitwit and yelled, “did you hear those numbers Margaret?” It was the 3 digit daily number. "No Rick I didn’t pay any attention to them." He just kept saying, “we won, we won, we won!”
He immediately called the local lottery line to get the daily number. Sure enough he won.
We needed $500 more dollars for that check not to bounce. He just won $550.00.
Can you believe it? I sure as hell couldn’t but I was thanking every spiritual being I knew to thank. And of course I have never in my life had any luck but I was thankful that we got it that day because it truly saved our asses. It didn't seem real at all. I mean it was exactly the amount we needed. C'mon who gets that? I thanked Rick for playing the lottery. Best dollar he ever spent!
Our new store front was located in a nice area where the homes were now businesses. Little cape cod style homes that were jewelry stores, an artists showroom, a pottery store, hair salon etc. It was a very nice area. We had an adorable cape cod home that was a realty company at one time so it was set up for parking etc. We just had to do the remodel for the kitchen and showroom. They had an addition on the back and we knew this big empty area would be our new bakery.
We had a pretty showroom with mugs on display as well as gift baskets etc.
We had a stone fireplace in the showroom as well. It was great in winter to come in and it smells like cookies and the fire is roaring. Great ambiance. We loved it and it did very well for us. We really loved when people would come in and say, “ooh it smells so good in here.”
It made them eat and stay longer and that meant they spent more money.
Sadly we outgrew that location in 2 years.
We packed up our employees and our business and moved into our 2nd location.
It was at the entrance of the mall. Talk about a great location and moving up!
But we now had stalled in real growth. We needed to find a way to bump up sales.
We decided to do some radio advertising and a representative that came in to discuss some commercials with us began talking about how all media uses flowers to get in the door or as thank you’s for their business etc. From what she was telling us they spent a huge amount of money on this stuff.
That made an alarm go off in our heads. I said to Rick that since we consider flowers our main competition and our slogan was “We deliver the tastiest alternative” (yes that was trademarked as well). We should be biting into their market and STAT.
This product was festive, but more importantly for all ages and sexes.
By now we had over 250 different style mugs in a show room. We had gift baskets, student survival kits and the like. We decided to reach out to the media and see if we could get some trades. Trade their service for ours.
I sent a very funny and a bit risqué mug to a morning show crew.
We delivered it and within minutes they were talking on the radio about how outrageously good these cookies were that were just delivered on air. Talk about free advertising.
They read the mug on the air and boy did that get responses. While listening to this on the radio our phone rang and it was the marketing department of this station. “Could we put these cookies in their station’s mugs to send their customers?”
"You bet we can! "
They were sending someone out to discuss business with us immediately. It worked.
We thought it would but honestly, we weren’t sure how it would end up but we were excited. Then the phones began to ring. People heard that morning crew talking about it and wanted to order. We were on to something here. Walk in traffic increased as well.
The following day I myself delivered one to the biggest station in town.
The card read, “Enjoy. We hope to do business with you soon.”
Before I left the long driveway out to the highway I got a call from Rick on our big ole bag phone (remember those in cars?) that they had already called our office for an appointment.
We did the same thing with television too.
We made trades with these companies at the beginning to trade our product for theirs.
It was an easy way to begin that type of advertising campaign with out a huge output of money. And boy did it work.
Our radio ads were great. Our television ads were even better. The line from the 1st commercial became a new tag line. “When was the last time you were mugged?”
It tied in with our name, the funny commercial as well as the product. Perfection.
We knew it was a hit when men would call and say, “I’ve got to mug someone, can you help me?.”
Name recognition and the sound bite was imperative for success and this was working.
We were growing again.
We were asked to be on a local TV show. I don’t even like my picture taken so I wasn’t thrilled with that but we did it. (Rick made me) Each time we did the phones went crazy.
We were asked to speak at local events at schools about being an entrepreneur. We met a great group of people which helped our business grow in various ways. The contacts were amazing.
A new restaurant in the newly remodeled train station wanted our spiced oatmeal raisin cookies on the menu. (they were the size of a dessert plate) The head chef was a customer (we didn’t know) and raved about that cookie. They were fat and moist and ooh so good. I admit I didn’t tire of them near as much as the chocolate chip. The chef added them to the menu as a trial with homemade vanilla ice cream and a homemade rum sauce or rum raisin sauce. They were a hit and remained on the menu until we sold the company. We were a bit proud of that one.
We never ever used day old cookies! EVER!
Rick had this down to a science so by this time we didn’t have a lot of left over’s.
But some days he was off or there were less walk ins.
When we had left over cookies we’d drop them off at a variety of places.
The firehouse down the street, the city mission, our neighbors, the owner of our favorite restaurant/bar, the woman who curled all that ribbon and her family, or the last customer. They always got a kick out of that!
The only people who never ate these cookies were Rick and myself. And after awhile the employees didn’t much care either. We always told them they could eat as many as they wanted knowing full well they never would last long. The chocolate chip cookie dough was another story.
We had a hometown basket that had everything in it that was made in that town.
The cookies, the mug was a pen and ink drawing of a famous landmark, the potato chips were local, the chocolates were local, the granola, the hand made pottery, small artwork, the coffee was from local mom and pop company. It was a big hit. One day our governor's office called and asked for 52 of these baskets be sent to all the governors in the country. Could we do this? Certainly was my reply before I ever knew how the hell I was going to pull this off.
I’d sweat that later was my logic.
So that started our idea of buying mailing lists and making baskets geared for a certain market. We started with freshman in college. We made student survival kits for 1st year college students. We mailed our information to the parents of 1st year students. They were suckers for little Johnny and Mary being homesick. (or was it the parents who were doing all the missing?) The baskets were filled with our cookies, a mug of choice, hot cocoa or coffee, granola mix, instant soups, chocolates etc. It took off like crazy.
Remember this is before the internet. I can’t even fathom how well it would have done with the internet.
We were now featured in the newspaper and the local magazines and assorted things like that. We were working long long hours. We began at 4am and stopped at 6pm.
Rick was asked to make the gingerbread house in the mall for Santa and his elves.
This gingerbread house was large enough for Santa to walk in and out of and store things.
That house was a huge undertaking but fun. We had everyone who worked for us and as well as some family help us out. All wore our t-shirts while working. It was good advertising and I would bring cookies over for looky loo’s …..worked like a charm.
.....to be continued.
are you bored to tears yet? well you asked for it.
pictures will follow as soon as I get to the attic and find some for you.









