Bread By Chelsa B: How Chelsa Grew Her Overnight Microbakery Success

Rishi from Hotplate:

I'd love to hear how you got started, and when did you realize you had something special going on?

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Chelsa from Bread by Chelsa:

I started baking just before the pandemic hit in 2020 and quickly became obsessed with breadmaking. Participating in Bakers Against Racism in 2020 was a turning point. I did a fundraiser for the ACLU, which made me see this could be more than a hobby. And I just couldn't stop thinking about it. And people kept asking, when are you going to start selling your bread? At the time, I had a full-time job outside of baking, and I had never worked professionally in any type of restaurant or food setting. When restaurant friends ordered 36 loaves, it set a benchmark for me.

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Rishi from Hotplate:

By early 2021, I officially launched Bread by Chelsa. Balancing a full-time job and baking proved challenging. Within months, with the pandemic and my passion for baking, I took the leap to bake full-time. It took about 18 months before I felt settled

Rishi from Hotplate:

What was the hardest part about going all in?

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Chelsa from Bread by Chelsa:

At the time, I had a full-time job outside of baking, and I had never worked professionally in any type of restaurant or food setting. Balancing everything—kids, a partner with a demanding job, and starting a new venture without professional kitchen experience. It required blind faith and intuition, backed by my business acumen.

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Chelsa from Bread by Chelsa:

Being self-taught, scaling up had to be gradual. I was always pushing the limits of what I could bake in my home kitchen. I was always focused on profitability because when you're focused on profitability, you're always looking at ways to reinvest in your business. So I was like, well, if I'm profitable here, then I can buy my mixer, then I can buy my ovens, then I can buy my commercial fridge, then I can buy the tools that I need to scale to the next level. So having that mindset of what is it going to take to get there helped me a lot.

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Rishi from Hotplate:

It sounds like a journey of continuous learning. How did social media play into this?

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Chelsa from Bread by Chelsa:

I've always been comfortable with social media. It started as a way to connect with other bakers and share my journey. Over time, it became a vital platform for my business, although most sales still come from other channels. Early on I found other bakers, other people that were sharing their journeys, their recipes. And so as my social media presence has grown, so has my bakery. Instagram has been key, especially for building community and sharing my experiences. In the last year, I've had a tremendous amount of growth on social media, and I really tried to utilize it as a teaching tool and a place where I can help other bakers. There have been so many people who have helped me, and I found that I can be helpful to others who are interested in this journey.

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Rishi from Hotplate:

With your wholesale and direct sales via Hotplate, how did you decide on this business model?

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Chelsa from Bread by Chelsa:

Currently, we don't have childcare outside of kids going to school. So I think these models really developed organically. Everything is built around what can you do between 6:00 AM and 3:00 PM and how much bread can you make? Starting small with home pickups, I gradually moved into subscriptions and wholesale. Balancing sustainability and profitability has been crucial, especially without a traditional storefront. We use a mix of wholesale partnerships and direct sales through Hotplate, which allows flexibility in scheduling and operations.

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Rishi from Hotplate:

How do you manage the marketing side of promoting your drops to gauge demand?

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Chelsa from Bread by Chelsa:

Given the fact that I'm three years in, I tried a lot of things that didn't work, and then we re-calibrated. I think if I started today, I would be like, let's do drops and popups so we get a consistent audience. Then let's build a newsletter so that I always send out a newsletter alongside my Hotplate launch so that people know this is what's available, this is where you can get it. Building a loyal customer base has been key. Consistent communication through newsletters and social media helps. Over time, I've learned to gauge demand and adjust production accordingly. It's been about finding what works best for sustainability and growth while avoiding burnout.

Rishi from Hotplate:

And how has Hotplate supported your business?

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Chelsa from Bread by Chelsa:

Hotplate is a product that I wish that I had when I initially started. I was googling hacks and talking to people and having to problem solve my way through it. And it was frustrating and overwhelming. Hotplate really came in and filled this hole and honestly took so much mental stress away from me because I wasn't having to hack a system that wasn't meant for food space. I also think that it's very small business-focused. Hotplate has been a game-changer, simplifying the ordering process and customer interactions. It's tailored for small food businesses like mine, which is a relief compared to more generic platforms. The ease of use and customer service have saved me countless hours of frustration.

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Rishi from Hotplate:

What advice would you give to someone starting a similar venture?

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Chelsa from Bread by Chelsa:

Start small, build a community, and focus on what feels authentic. Understand your numbers and be prepared to adapt as you grow. Most importantly, find a balance that allows you to sustain your passion without compromising your well-being.

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Rishi from Hotplate:

Thank you so much, Chelsa. Your journey is truly inspiring, and I'm sure many aspiring entrepreneurs will benefit from your insights.

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Chelsa from Bread by Chelsa:

Thank you, Rishi. It's been a pleasure sharing my story.

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