Happily, we all Eat!

My friends are the best guinea pigs. And I have PLENTY of them lil’ pigs. I celebrate my cooking with those that I just simply adore-my friends and family. I wanted my friends to post pictures on my website www.artesanahce.com to showcase my food. Many of them are shy…[yeah right], most were probably drunk and came out with one eye open!

So if you haven’t tried my cooking…and you live in San Diego; then you should come for dinner. Better yet; invite me over and I’ll bring a dish…. =)

But if you ever have…then guess you’re about to be featured on this blog because “Happily, We all Eat!”

1 year (and some change later)

The chance of halt on production can be a big blow to an ego. My goal was simple [enough] for me: teach people to cook, bring back their confidence and in return I’d hope to get referrals from them.

My first year with Artesanahce, I did a total of X amount of events. Two contract (ooooodles of money), the rest event only basis. Neither brought me additional referrals.

I revamped my marketing plan, my pricing, availability and then some; only to realize that I no longer was making a profit by doing this.

The market is there, just not really as concentrated in San Diego as I imagined.

I packed up and ignore my craft for a while… Hurt. The people who previously inquired about my service were folks who were used to dinning “budgetless” (yeah, I coined a new term! Ha!), yet they felt my services were too expensive.

After many sleepless nights, lots of drinking, I decide to take a new approach. I LOVE COOKING!!!!! I LOVE IT WHEN PEOPLE LOOOOOVE MY FOOD! So I can’t get people to pay me a fee to come and cook for them? Who cares! I’ll still bring a dish to share with friends and provide them with the recipe-FREE OF CHARGE.

This new approach has led me back into the work sector and I am no longer a business owner. I am an employee once again to X Corporation. But you want to know what? I’ve made A LOT of people happy and my compensation is ten folds better than what I imagined! Yes, I ultimately want to open my own urban cooking school, where first dates go, where couples go, where a group of men (or women) with an appetite for BBQ go, where daughters take their moms and sons take their fathers, where acclaimed chefs will teach me how to be a better chef in my own right- presenting me with their business wealth and their knowledge.

This new approach is indefinite. And I’m happy with it.

Budgets vs. Profits

Finding the right balance between sticking to a budget and making a profit has been challenging. In order to create great dishes, budget creativity has to come into play. In my new business, Artesana Hosted Cooking Events, I must develop dishes that are within my budget allowances but that bring large profits.  The variable in this equation has been time. Time can sometimes be MORE than I anticipated.  Food can’t be rushed (in my opinion) if you want it done right. Yet, the other day I had someone ask me if it really takes me that long to make X. “Yes darling, it really does’”.  So TIME X TIME= PROFIT.  Your time and mine will equal a profit. Your guests are happy and fed, and I will have another client because of it.

“But Martha in this economy people aren’t spending money on restaurants, caterers  and food like they used to”. Let’s be CLEAR on this (hey isn’t that what President Obama says all the time"?)- people ARE spending in this economy, and they ARE spending money on food and services.  The other night I was having dinner with another couple at Nine-Ten in La Jolla and we did spend time perusing the menu for the best deal.  We found it with a pre-fixed wine paired menu for $80 per person (tax included). Yes that was a bargain- my entree alone was $47 and the 3 (generously poured) wines that paired with my meal were top choice and the least expensive bottle of the three was $48. So yes, folks ARE spending in this economy but they ARE looking for a great deal.  

ArtesanaHCE provides a great product and deal. Designed to help those who are having the impromptu gatherings, corporate meeting, the “let-me-pick-up-food-trays-at-Costco and display out during the (fill in the blank) event” or the “I just want to learn how to make this dish at girls night/boys night/networking mixer”. I understand completely that not all the guests at your event want to learn to cook, but a few might, it might even be you, the host. Cooking CAN be easy; and it SHOULD be fun. Yet, to create culinary magic for the masses requires time, and I understand that many don’t have that luxury. I think of myself as the answer to that prayer.  =)

So how do I fix this budget vs.. profit model?  If I reduce my fee on per client basis, I won’t make a profit and I will be volunteering my time for free.  And I don’t know about you but I don’t work for free- there are bills to be paid….lol- I mean just because I call myself a North Park housewife (with a small cooking business) doesn’t mean that I eat bon bons all day long (well Thrifty Ice Cream yes, but NOT bon bons). I can’t afford to give the milk away for free these days (¡Orale! easy on the jokes! ¡Te conozco bien!).

If you have any comments for this new business gal- especially if you own a small business like a coffee shop, little hot dog/tamale/taco stand or “cart”- I’d love to hear from you.  I am curious how you shaped your profit model. 

Tour Dates Have Arrived

Let’s fast forward to now, mid April 2010.  Its been 9 months. (Don’t go there with ‘its long enough to have a kid”-) Its when the wheels started turning and I started to put my plan into action. Now its here. It’s time to get fierce with ArtesanaHCE.  I promised you ‘shameless plugs” (well okay I think I did say that I would help showcase the business’ that ArtesanaHCE was at), so without further ado….Lets get on with the tour shall we?

I have spent this last month ‘meeting and tweeting’, ‘facebooking but not hookin’- I call it H-U-S-T-L-I-N-G.  Promoting ones culinary talents is not easy. Its not like other business’ where you can just show a presentation of the product and you got it sold. I sell mine using our olfactory nerves and THAT means its HAND ON! 

That entails endless networking events (which nowadays seem to be much harder to get to than they used to).

The first stop on the ArtesanaHCE tour was with the Divas Group. This is a meet up group that I joined recently (for those who personally know me- KNOW that  I LOOOOOVE to meet new people- some call it being a “social butterfly”, I call it “just got the itchys”).This group consist of Fabulous Women, Some entrepreneurs, some kick ass photographers, some great moms, some great bloggers, just straight up HUSTLERS, and I like that. Its nice to be around a group of people who have such raw energy that you go home and think to yourself “hell ya-those peeps are super cool” that’s the Divas Group.  Our schedules had a conflict so I amazed them with Lemon Tea Cookies for our meeting. I wonder if the organizers have any pictures that they can send my way of  that night?

The second stop was with Bag Lady Promotions. BLP brings businesses together by way of Networking Socials. Although not exclusive to only women, these events cater to business moms! By way of these events, moms have the opportunity to connect with fellow entrepreneurs and potential customers! My good friend Laura from High School (okay yes I am OLD!) started this company and boy- she is super successful. She is a shaker and a mover- So proud of you Laura! You go girl. It was at my AM social (i kinda like that term- its so “North Park Housewife”, lol) event that I showcased my Infamous Biscotti (I only reserve those for WOW factor moments!). I also met some really talented South Bay ladies who are kickin ass in all they do (plus after 9 months out of being out of PR practice- I was told I speak PERFECT Spanish!)The event was awesome- really neat to meet other  successful moms out there- we can do MORE than just have babies you know? (that was TOTALLY directed at my honey!) I can’t wait to have another event with Bag Lady Promotions-I might just have to drive out to Los Angeles to meet/greet with them!)

After numerous attempts on the road I finally caught up with El Toro. Jefe Clothing  is a big part of urban culture and and especially in Latin urban culture. JEFE Brand is one of the strongest brands to represent the Latin Urban culture with strong ideas and imagery. Coming out of San Diego, California this young company is stepping into this open clothing market. My good friend (yeah another one…. lol!) Ruben Torres has so many crazy talents its insane. He’s got such charisma that is to be admired. Seriously. (“Look at me, I did this to you”! LMAO). His industry events are awesome, primarily because it gives Ruben a chance to do his thang, but also because they take place in the South Bay (yep born and raised baby!) So check him out sometime!

Off the beaten path I stumbled upon the International Cottages in Balboa Park.  The House of Mexico is the next one that will be built. A major objective of the House of Mexico is to promote liberty, peace, justice and better understanding among peoples of all nationalities, races and ethnic groups and promote the development of our rich Mexican culture. HOM is in its organizational stages right now. Its growing its members and is generating LOTS of interest- as it should. I am a proud member of the organization, and was equally proud to showcase my INFAMOUS Orange Almond Biscotti to the masses. The consensus? I believe they liked it.. I only came back with four bags! 

For now the tours takes a break with the one who stole my heart, SD Chop Shop.  When I first met SD, I thought it was a bit geeky to know that he spends spare time painting custom Hot Wheels Cars. Especially because I would GLADLY spend my time at the nearest happy hour. I guess he’s kinda like a big deal with the car collectors- there IS crazy money in collectibles. Who knew? Throughout the years I have gotten used to ‘me cooking- him painting little itty bitty cars’; its not as geeky as I once thought (oh who am I KIDDING? of course it is!)  Anywho my sweetie deserves the biggest shout out of all- for putting up with someone like me. I’m not as nice as ya think! 

I am not done touring- I have three more events this week alone. And according to my Facebook invites, more to come in the weeks ahead. ArtesanaHCE will be a busy bee. I wonder who will be my 100th fan? I am giving away a party for 6 to my 100th Fan- so spread the word about Artesana Hosted Cooking Events and  get it to HAPPEN.. and I will get the party out to YOU!

Okay here’s the question:

How far have you gone to achieve your successes? Share your stories. They ALWAYS inspire me to do more. 

ArtesanaHCE- mo.1 recap

So I finally began this new business Artesana Hosted Cooking Events. After years of sitting around the table and saying to my friends “I should do this for a living- ‘cause it comes so naturally to me; cooking”- I finally am doing it.

It was not as easy as I expected it to be. You see, I was accustomed to working for “some company/organization” my whole life and I did not realize that starting off on your own involved much more time and energy than your regular 9 to 5. There were the endless decisions that I was used to sending over to have another department have the final say, or graphic design elements that were made sans graphic designer or art director. There were numerous IT failures and constant IT changes and IT related codes that required the skills of a professional, many levels of data entry, constant social media inquiry and learning or budget decisions that needed to be made. 

 

My first month was spent trying to run my own company, “Martha INC” (as Michelle Renee called it). and I was forced to look at multi level facets of this new venture and make decisions that would keep me tied to the computer, phone, internet, or in business meetings.  These decisions were mine alone and for the first time in MANY years I was seriously in panic mode.

Over the course of the first month, I decided to treat ArtesanaHCE as a project so that I don’t become overwhelmed and consumed by its never ending needs. After all, I already knew the fundamentals of marketing.  For ‘pete’s sake’ in my past life, I was building Hispanic marketing plans with out a budget (YES NO BUDGET- JUST MY SALARY)- surely this would be very similar!

I volunteered with companies/organizations that would increase my knowledge in all aspects of marketing and business planning. I networked with people who shared the common interest of food/design/women owned businesses/. I joined meet up groups, conversations at coffee shops, re-established old relationships and updated my contact lists. For two weeks, I fine tuned my marketing/business plan. I designed my own business logo , my own business cards, my own website (I had help with a hosted provider because HTML scares me), I even started this blog!

The first month of ArtesanaHCE was spent cooking, writing, editing, networking drinking Glen Livet (which if you know me personally, you know that this is just what I do)- all the while building it and making it happen.  The adrenaline rush from accomplishing my TO DO LIST felt so great!  When I was finally done with the fine tuning, I introduce ArtesanaHCE to my friends/contacts and the response I received was amazing (visit the Fan Page on Facebook for more info)I had so much support inside my own Hispanic community and then it extended out to other communities and its been growing. I have spent this month meeting incredible people that I would of otherwise not known or have crossed paths with.

So I decided that this blog writing would serve a purpose; A ‘shout out’ if you will, to those who have worked with ArtesanaHCE. It’s important to me to showcase my business but equally important to showcase someone else’s. I believe in partnerships and I believe in working with mutually beneficial people.  So I guess that is my mantra for ArtesanaHCE “surround yourself with mutually beneficial relationships”.  This works for me in my personal life very well, so why not in business? I will use ArtesanaHCE blog to showcase businesses, people and community alike- stay tuned this is going to get really good!

Okay here is the question (thought of the day I guess)…

1. Do you write a blog? If so, what is the purpose of your blog? If not, how do you serve your purpose to your community?

Girls Night Dinner

Years ago, I decided to host monthly “girls night” dinners. This was a way for me (an excuse, really) to interact with my gal pals who were otherwise to busy with “life” (i.e. kids, jobs, hubby’s, workouts, shopping, nannies, etc.) and to get some gal time.

This monthly gig, turned into just one other way to get me in the kitchen and cook for the girls. While they drank wine, and chatted, I cooked fabulous dinners, trying to do something different, but just as effortless  (so I too can chat/drink with them) each time.

Years later, and MANY dinners, I decided to start my own business, Artesana Hosted Cooking Events. This new business has allowed me to continue cooking, but also TEACH how to make effortless meals without having to go out to restaurants! Don’t get me wrong; I am a well know “foodie”! I love the ambiance of a restaurant and the ‘waiting on’ principal, but sometimes its nice to cook delicious food for yourself!

This new venture is turning out to be much more fun (imagine that, F-U-N at work!) than the idea floating around my head was. I have met so many different groups of people that I would not have met otherwise. My events are private, at my host/hostess’ home, office, etc. My gracious clients provide me all the necessary cookware, dinner, silverware and décor- all the while I TEACH THE ENTIRE GROUP how to make the delicious food showcased at event.

So while this is concept is NOT new to me (cooking that is), this blogging and website design is. I am learning as I go, enjoying the tricks I have picked up from friends, tweets, facebook posts, wordpress, and colleagues.

Okay. After reading many blogs, I realize everyone ends with a  question, looking for comment. So here it is; 

“What are ways that you use social media,wordpress,web hosting, etc.,to showcase your business or something you are passionate about?”