Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Robin Cricket Pflum, Owner of Cricket Crumbs, located in Los Angeles, CA, USA.

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

I'm in the business of creating pretty things that you can eat. Mainly custom cakes. But I also bake other fun desserts. My customers are foodies, artists, people who love to celebrate, hungry people, people with sweet tooth, celebrities, and the moms next door. I love to feed anyone and everyone.

Tell us about yourself

When I was a kid, I used to record myself reading recipes off the back of bags of Toll House chocolate chips and boxes of Rice Krispy's in my best Julia Child voice. In hindsight, I suppose it's safe to assume that cooking and baking have always been my "thing." I'm that girl that eats a piece of really good dark chocolate every single day. (Dandelion Chocolate - I'm looking at you). In 2009, I found myself unemployed and unable to find work in a struggling economy. So, I started apprenticing in bakeries and eventually with a personal chef. She essentially put me through culinary boot camp and taught me about flavor! Fresh herbs and spices and how to really taste food.

It was as a personal chef I developed a chocolate chip cookie for our client's dinner parties and celebrations. Party guests started asking to buy the dough so that they could bake it at home. Cookie orders turned into cupcake orders, that then turned into cake orders. And that is literally how "Cricket Crumbs" was born. I am motivated by creativity. I love introducing customers to different flavor combinations. I get excited about the process of creating edible art. I mean, what's not to love about sprinkles?

What's your biggest accomplishment as a business owner?

Pulling the trigger to turn my talent into a real business. There is so much courage, drive, passion, and commitment in taking that scary step. Putting myself out there is a big accomplishment.

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

I work just as hard not to be fully consumed by my business as I do to be fully submerged in learning, growing, and constantly building my business. It can be difficult day in and day out to define the line of where business ends, and I continue. There has to be an "off" switch to allow time to rest.

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

  1. RESEARCH - know your customer base, know your product/service, know realistic startup costs, and know your state's financial and legal requirements to operate. Research, research, research.
  2. LEAN INTO YOUR SUPPORT SYSTEM - you have friends and family that want you to succeed. Turn to them for support. Don't be afraid to ask for help, advice, connections, and hugs when needed. What you are doing is not an easy undertaking, but you don't have to do it alone.
  3. TIGHTEN YOUR SEATBELT - You are in for a wild ride. Some days you are going to white knuckle grip the safety bar, hoping you don't fall out. On other days you'll be arms in the air, mouth wide open, screaming with pure joy and excitement. Be grateful for both types of days and all of the monotonous ones in between.

Where can people find you and your business?


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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