Near a rough sandy beach, a giant shark rears up out of a creamy blue ocean. It’s not a scene from “Jaws,” but a child’s birthday cake, made remarkably realistic by the women behind Simply Decadent, LLC in Bellbrook, Ohio.
Jackie Fuller, her mother Adonica Collins-Smith, and her mother-in-law, Debby Fuller, all share a passion and talent for decorating cakes, cookies and cupcakes. The two Fullers and Collins-Smith joined forces to open Simply Decadent in 2017, selling their custom-made creations to the local community. Between the three of them, they have 40 years of experience in cake decoration. Jackie has contributed her original marshmallow fondant recipe, and an ability to use advanced techniques like gum-paste and chocolate molding. Adonica is an expert at cake-shaping — recreating animals and customers’ vehicles in cake form. Debby has extensive piping expertise and is an expert at creating 2D images on the top of cakes.
The Fullers and Collins-Smith sought out SCORE after hearing about the program on the radio. They worked with SCORE mentor Charles Anderson. The three Simply Decadent owners say, “SCORE has definitely helped our business! When we first met with Mr. Anderson, we weren’t really sure what we were looking for except that we knew we were new to all of this. The first meeting or two really focused on further defining our value proposition and business strategy. After that, we dug into more details regarding target customer profiles, key messaging, marketing best practices, etc. We were able to immediately implement many of the suggestions and concepts that were developed during our meetings.”
Through using the techniques Anderson suggested, Simply Decadent has increased visibility and sales. The owners say they are now “continuing to optimize our strategy for attracting and retaining customers.”
The three successfully launched their business in 2017, and since then have focused on increasing visibility. By reaching out to target customers, they have seen a significant increase in sales and return business.