How I set up my home-based business

Anne-Marie Curran left behind a career in TV production and digital marketing to start a cupcake-making business from her own kitchen in Leamington Spa, Warwickshire. Anne-Marie explains how a trip to New York provided the inspiration.

“I started my business – The Urban Bakery – in July 2009. For many years I’d worked in TV production and digital marketing, then I spent several years freelancing as a TV production manager/coordinator.

“TV is such a creative environment; it has amazing energy and you meet the most creative people. But you need to be ultra committed, especially as a freelance, because you need to be constantly hunting for the next job. The working day is long, which means a lot of time away from home, while there is very little job security.

Born in the USA

“My fascination for cupcakes began in the USA. I enjoyed my first proper cupcake at the famous Magnolia Bakery in New York during my first trip to the States in 1999. It was a vanilla cupcake with pink frosting – delicious. I was smitten, not only with New York, but also by its bakeries and especially their cupcakes.

“Also, largely because of Carrie Bradshaw on TV’s Sex and the City a few years ago, the humble cupcake was transformed into something chic, decadent and highly desirable.

“I’ve been back to New York every other year since then. You can stand outside authentic back street bakeries in places such as Tribeca and Chelsea in awe – they just ooze nostalgia and warmth.

Recipe for success

“I make all of my products in my home kitchen in Leamington Spa, which fully complies with health and safety regulations, of course, which is important. I also acquired a Level 2 award in Food Safety in Catering before I started trading.

“I publicise my business in several ways. I had promotional postcards produced, and I’ve been dropping these into local businesses in Leamington, Warwick and Kenilworth. I also maintain my website regularly and try to do all the best things to promote it, such as making sure its search engine optimised, updated regularly, contains reciprocal links, etc.

“I also have a Facebook group, I’m on Twitter and I’ve recently started a blog on Blogger. Crucially, I also have incredible friends and family who constantly spread the word to people they know and meet. I also go along to wedding fairs to publicise my business.

“My dad and two brothers are chefs, so they’ve been a great source of advice. My mum and dad also sourced some incredible vintage plates and cakes stands I use for wedding fairs and product shots – they’re really special. Other than that, I do everything.

“My husband Jonny is highly important, because he has the ‘tough’ job of chief taster – yes, I’m responsible for his ‘holiday weight’ gain. He’s a legend; 100 per cent supportive and helps me through on the tough days when working all on your lonesome can be challenging.

Great ambition

“I love being mistress of my own destiny – I don’t think I was born to be told what to do. Thinks have gone really well since I launched the business.

“Soon I hope to have grown enough to have my own catering premises, from which I will be able to produce more cakes.

“I’ll also be expanding my range to include brownies and cookies. In the meantime, I want to focus on cupcakes, because I don’t want to dilute my offering and try to be a jack-of-all-trades – there are plenty of those already.

“Within 12 months, I want to be the most established and recognised cupcake purveyor this side of London. I’m very determined and quite stubborn – so watch this space.”

• This case study originally appeared on the Enterprise Nation website, where you can find lots of good advice about starting a home-based business.