Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Veronica Fletcher, Owner of Vee’s Bakeshoppe, located in Dallas, TX, USA.

What's your business, and who are your customers?

Vee’s Bakeshoppe specializes in handcrafted, timeless desserts with a nod to good ‘ole southern hospitality. We offer a memorable sweet moment for life’s celebrations through our curated dessert gift boxes. So whether you’re celebrating a birthday, anniversary, promotion, or just because it’s Tuesday, we have the sweetest solution for you.

Tell us about yourself

I’ve always had an affinity for making people smile, so serving a slice of cake or pie, or cookie or two was my way of leaving a little bit of joy with others. In 2014, a coworker asked me to bake her Thanksgiving desserts and paid me. It was then that a fledging version of Vee’s Bakeshoppe was born. When Christmas came, there were even more coworkers who requested desserts for their family gatherings. Following that successful holiday season, in May 2015, I made my first batch of cupcakes, and I SOLD OUT!

I moved from cupcakes to cakes, baking primarily upon request and popping up around the city. After taking a break from the Bakeshoppe in 2022 and celebrating some personal wins, I realized my desire in the baking business was to create and serve a sweeter experience for any and all occasions - both BIG and small.

I’m motivated by the simplicity of moments cherished: The art of entertaining and engaging with family and friends over a cake baked with love. In this fast-paced digital world we live in, making a decadent dessert and serving it is a way to foster and maintain relationships.

What's your biggest accomplishment as a business owner?

Being resourceful is my biggest accomplishment to date. It could be easy to give up because of moments of discouragement, but those are always temporary. I’ve learned to navigate by trial and error. I press on because I know that I have a great product, and there are customers who truly enjoy and appreciate my desserts. When I hit a rough patch, I allow myself a moment to sulk; when the moment has passed, I dust off my apron and tackle the task at hand because dessert is required in this life.

What's one of the hardest things that comes with being a business owner?

I’ve found that one of the hardest things is being everything when starting out. While necessary, fulfilling every operational role in the business in some capacity is the most difficult, exhausting, and frustrating thing when starting out as a business owner. Being everything in the business leaves little time to devote a lot of time to one particular thing. I say it’s necessary because before you can successfully hire someone to fill a role, it’s important for you, as the business owner, to understand the skill set of the person you need to bring on and how they may best benefit the organization as a whole in other capacities. It’s one of the better ways to “identify your people.”

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. My first tip is more of an encouragement —just start. Everything doesn’t have to be perfect when you first start out. You will learn as you go. You will adjust things as needed once you are in the flow. Starting can seriously be the hardest part because we either talk ourselves out of doing it or allow outside factors to be an excuse for not starting. Ditch the fear, and go for it!
  2. Be nimble and open to new ideas, ways of doing things, suggestions, and feedback. Opportunities will present themselves, and you have to be ready to act on them, with reason, of course. I found that remembering my why when such opportunities have been presented propels me forward.
  3. Identify a mentor or two. Social media (Linkedin included) has changed the game on mentorship. Many leaders are accessible right at our fingertips with their sharing of thought pieces, panel discussions, and more.

Where can people find you and your business?

Website: https://www.veesbakeshoppe.com/
Facebook: https://www.facebook.com/veethebaker
Instagram: https://www.instagram.com/veesbakeshoppe/
LinkedIn: https://www.linkedin.com/in/veronicafletch/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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