Ms Tricia Tjhin, founder of Tempting Treats, and a fully certified instructor for the Wilton method cake decorating, conducts classes and is passionate about making delicacies that are hard to resist. She continually earns patronage of her customers and is a strong believer of providing consistent, quality creations that are simply tempting.

Company: TEMPTING TREATS Address: Temptingtreats.com.sg Website: http://www.temptingtreats.com.sg/ Interview with Ms Tricia Tjhin by Khairul Amin on 26-Apr-2008. Student can be reached at kAminbmz@gmail.com   Business Profile: Tempting Treats indulges in cakes, cupcakes, cookies as well as desserts. It is not just about making the delicacies; it's about the human touch. Customers are encouraged to get involved in the cake making process to tell what they want out of what they are paying for within their budget. Requests may also be customized according to varied preferences, for different occasions.   Interviewer's Comments: Ms Tjhin is affable and experiential. She enjoys teaching, and infuses baking and decorating into a business while being passionate about it. Having a willingness of an iron fist, she has experimented with several ways of perfecting her recipes. As an instructor, she inspires and encourages her students to innovate and not be too restricted by a set of guidelines or norms.   1. What is the nature of your business? Tempting Treats teaches baking and decorating classes for cakes, cupcakes, cookies etc. Students come from all walks of life, of all ages, and with all different levels of competency. What makes Tempting Treats special is that customers are welcomed to state their preferences in what they wish to learn, and special, customized classes can be arranged just to meet those needs. Of course, there are also times when clients are so taken with some of the cakes and cookies that they place orders for them, and I try to satisfy those cravings too, as much as possible.   2. When and why did you decide to become an entrepreneur / take over your family business? NOTE: If it is not a family business, ask: Do your parents have their own businesses too? Have they inspired you in one way or another? (Select appropriate question according to the entrepreneur being interviewed.) It isn't a family business. I started the business on my own after I realized that it was something that I was passionate about, and which I was going to make a career out of. My family provided me with the support I needed to face what seemed like an impossible idea. Of course, it wasn't without much skepticism and criticism about the sustainability of the business. Also, it wasn't until they realized how serious I was, and how determined I was about it before they changed their perspectives. My dad had retired by the time I was 18 years old, and my mom had been a housewife since I was 3 years old. In fact, these form part of the reasons my family, and myself, were a bit cautious about my idea of a career in this industry. Ideally, I was trained in Economics and Statistics so that I could work in a bank, as was my goal when I was younger. Gradually, that ideal gave way to a stronger passion which I had in teaching and baking.   3. What are your reasons for choosing to do business in this particular industry? I was far more passionate about dealing with flour, eggs and sugar, than I was in dealing with computer screens and figures. I myself loved desserts, and was always on the lookout for good ones. Gradually, I realized that the only way I could be satisfied with any dessert completely, was if I made them myself, so that I alone could control what went into each slice. With that, I experimented on different recipes, starting with my favorite cheesecake. I researched on them, fine tuning various components before I finally came up with my very own version of cheesecake. That was my starting point. My success is achieving my own recipe gave me confidence to venture on in the field, and pick up my skills along the way. Gradually, I reached a point when I realized that I was able to combine my love for teaching with my love for baking, and set up Tempting Treats to do just that.   4. How did you put together all the resources needed to start your business? For example: getting the start-up capital, hiring staff, doing sales and marketing, advertising, etc. It was manageable, as I did everything progressively. I was never a high-risk taker, so I took cautious steps along the way. I started my business really small, considering that it is a one-woman show. Starting from the time when I first started giving tuition in academics to school children, I saved up what I'd earned to buy the various ingredients, bake ware and equipment. It took a lot of patience to take baby steps along the way, and I was always careful not to grow over-ambitious and take on what I could not handle. In my business, there is no hiring involved. Perhaps, yet. When things got busy, I'd rope in my family members to provide the extra pairs of hands. Basically, because of the nature of my business, it is only able to grow as much as I'm able to cope. There are actually times when I had to reject customers if it was too much for me to handle, or if I knew I was unable to get enough help. My mentality is that I'll reap what my hands can sow. As for sales and marketing, I'm largely dependent on my loyal customers, as well as family and friends. Prior to this year, I did not have any form of advertising. Everyone who has heard about me would have done so through word-of-mouth, or who happens to be my friends, neighbors, friends' friends, families' friends etc! My business has grown to what it is today, largely due to the involvement of my then-boyfriend, and present-fiance. My fiance helps me with some deliveries, or purchasing whenever he is able to. He is the one who helped me to set up my website after so many years of anonymity. And of course, what will a website be without photographs to show for my products? He was the one who had to help me take shots of my creations, because I'm totally clueless when it comes to that! Of course, because I'm freelancing as an instructor at a cake decoration store, I do get some sort of popularity from there as well. As of this year, I was very lucky to be called up by 88db with the interest of featuring me on their website. Through them, I had gained more web presence, and my reach to the masses has also become more pervasive. Having said all that, the best form of marketing is definitely through the way I treat my customers. As a customer myself to other services, I know just how important the personal touch can be. Which is why, I answer every call of enquiry personally, and make sure that they only have to speak to 1 person in order to get exactly what they ask for. I'm proud to say that quite a handful of clients actually become my friends eventually!   5. What are some interesting stories you have about your first few customers / first few years in business? My first few paying customers in my first few years of business were indeed the most courageous! Those were the days when I had not yet been able to take any photos of my creations, nor basically give any 'proof' of my standards. These customers basically spoke to me and made orders over the phone, entirely out of trust. On retrospect, I couldn't have been more grateful to these people, who allowed me a chance to prove myself, and to gain confidence!   6. What are some of the nicest comments you can share? With regard to teaching, I'm happy to know that many of my students actually become my friends. Many of my students learn from me because they find me approachable and patient. They have said that I'm very encouraging and inspiring, which is what makes them eager to learn even more. I've always known that when you treat people with due respect, and make them comfortable about learning, it doesn't matter if they are 5 years old or fifty years old, and they will most definitely appreciate that. On the other hand, with regard to baking, I have been complimented that my cheesecake is even better than that of Hilton Hotel's! I was very surprised and definitely in cloud nine, because I had come up with the recipe of my own cheesecake through several "experiments", and to know that it was better than a hotel's, was truly an achievement for me. What better, when Hilton is renowned for having one of the best cheesecakes in town?   7. Do you have any weird or special requests that you can share? I had a request to make a bak kwa (sliced pork) cheesecake! The cake was meant for a friend's boyfriend who loved to eat sliced pork. Although it seemed really weird, I was actually all game for it. However, at the last minute, another of his friend gave up the idea, thinking that it was just too weird, and that no one else would actually dare to eat it. Also, I had a very specific request for a cake. It was a low-fat, healthy version of a durian sponge cake to be made without sugar, without cream, coated in jelly and on a biscuit crust. It was actually a birthday cake for a 90 year old lady, and the cake was meant to cater to her and several other people who could probably not risk any other alternative to a healthy cake. It was quite a challenge at that time, as I was rather limited in my repertoire, and having to make something that had so many requirements was not easy. I did not want to disappoint them, and did a lot of research and experimenting before I gave them exactly what they wanted. In addition, there was this lady who wanted a wallet in the middle of her chocolate ganache cake. It was meant to be a surprise for her boyfriend, so that when he cuts the cake, he would discover his present inside! It was one of the sweetest ideas I've fulfilled!   8. What are some of the challenges you faced when you first went into business? When I first started, it was really difficult. After all, I was pretty young and inexperienced. With regards to doing business, there was no one who could guide me. I started with an empty slate, and filled in the gaps gradually as I learnt from my mistakes, from reading, from talking to people, observation and any other resource I was able to learn from. In the area of teaching, I was definitely not as confident as I am today of my abilities. At the point when I first started, I was inexperienced, and was unprepared for certain unforeseen circumstances. It is definitely a far cry as to how I would deal with the same situation today, granted the opportunities I have had to learn along the way. Also, one of the challenges I had with regard to my cake baking was facing criticism. Being young and experimental, I would assume that when I obtained a final product which can please the critics at home, I was "safe" to please everyone else outside of the comfort of my home. I realized to my disappointment that what pleased some people around me did not do the same with others, and vice versa! At first, I tried to fight it, and resolved to keep changing and "improving" until such a time that everyone who tried my cakes would like it. It was after a long while, and many, many trials later, that slowly did I realize that it was simply impossible to please every single person. I overcame those periods of self-doubts to believe again that what I've chosen to pursue is right. Only then, did I feel a great sense of relief, and know that it's really alright not to gain the praise of everyone. I no longer let the varied comments faze me and discourage me from my trade. Instead, I now seek to gain criticism from all over, with the aim of not changing, but rather, improving.   9. Can you remember your worst day in business or a time when you felt like giving up? What happened that made you feel that way and how did you triumph over it? There must have been many times when I could have thrown in the towel! After all, I had always been told that what I was doing was not a 'real' job, not only by family, but even by some of my closest friends. Some days when I'm too overwhelmed by my classes or the preparations involved, I would have to work through the night in order to complete it. At these times, fatigue sets in pretty quickly, and it doesn't help when I realize that I'm lacking in some baking ingredients, or miscellaneous tools and supplies. I would then quickly feel upset that I had overlooked my planning, and get really anxious about not having the necessary supplies on hand. Also, many of those times would probably be in the dead of the night when most shops are closed. Now, I've learnt to overcome all the anxieties by putting everything in perspectives. For this, I have my fiance to thank. I suppose women tend to be more emotional at times, and lose our heads quickly in times of adversity. He has taught me how to control my emotions better, and not let them get the better of me. When things go wrong, I would no longer think of giving up as a 'solution' to the problem. Instead, I sit myself down and take a few moments to plan my next moves.   10. Can you share some of the lessons you learn from overcoming your own business challenges that you think will help other businesses? Success doesn't come naturally. Sometimes, we have to fight conventional wisdom to venture out with courage on our own. In my situation, it wasn't until 2, 3 years later that my parents finally accepted my choice. Even some of my closest friends would ask me every time we met, when I was going to find a job. There were times when I felt really small and misunderstood, and that no one really understood my passion for what I did, nor support me for it. Basically, to them, anything less of a bank job was worthless and useless. For a long time, I was ashamed to tell people what I do. Now, I'm absolutely proud to tell the same people that I like what I do, still, and I'm actually earning a living out of it too! For any other businesses, I would advise that it is a combination of determination, patience, and a constant self-check. As long as one is passionate about their chosen field, they should exhaust their maximum abilities to overcome any difficulties. Never underestimate the importance of observance, for through careful observation of everything around me, I have learnt greatly. In the process of making the decision to establish a business, one must also be discerning enough to know when to push forth and when to let go.   11. How do you differentiate your business from your competitors? Firstly, I do not base my business simply on sales figures, or on the amount of profits I reap. It is ideal that I should be able to profit from what I produce, although I feel that customer satisfaction is of greater importance. To that effect, I customize my classes and my products to each and every individual customer. I enjoy talking to them to find out what they have in mind, or what they wish to learn, and from there, I would tailor a class or a cake according to what they ask for. What is more important to the sustainability of a business is not so much of how much profits you can reap today, but rather, how many happy customers I can speak to. To sum it all up, it's all about the personal touch!   12. What are some business ideas you have implemented that created great results in your business? In my business, I have a great amount of flexibility. I'm very willing to listen to what customers ask for and follow their requests, and I think this helps immensely! I had put myself in the perspectives of the customer, and know that I would personally prefer to work with someone who was willing to listen to my budget and ideas, and provide me with something which suits my needs.   13. Where or who do you get your business ideas or inspiration from? Because I had such a great my passion for baking, I was virtually baking cakes for everyone around me. Gradually, my friends and family decided that they should pay me a token fee for whatever I bake for them, or for whatever I teach them. After all, I was incurring a great loss to be giving everyone cakes all the time, and it was putting a drain on my finances to pay for all the ingredients I needed. With the 'token fees', I gradually realized that perhaps I could make a small business out of it. After all, I rationalized, I enjoyed baking, and they were alright to pay me for my efforts. Everything just fell into place. For inspiration, I like to read cook books and baking books. I'll study the recipes and experiment with them. In particular, I like to watch and read Jamie Oliver shows and books. He has a knack of making everything look so fun and enjoyable, such that I derive a great deal of reassurance that I'm doing something great! In my baking classes, I like to employ the same beliefs, and always make sure that my students are having fun in what they are learning.   14. What do you see for your business in the next 5 years, and does it include any plans for expansion? I doubt I will be able to expand very much because I haven't been able to find someone who shares the same dream as me and who will actually do it with me. In this area of business, everything is very personal and hands-on. Without an extra pair of hands, I'm pretty much handicapped and unable to grow. Having said that, I am myself quite particular when it comes to looking for a business partner in any case. I have had several people who approach me with intentions only to invest. This is not what I hope for. I need someone who is willing to share my vision and ideals with me, which is really difficult because everyone keen on starting a business almost always has only one goal in mind, and that is to make profits.   15. What are some entrepreneurship qualities that you have? I would say that I have the courage to pursue a seemingly impossible and uphill task in spite of skepticism. Once I have made up my mind about something, I commit to it and make sure that I adhere to it. This is the same as when I make promises to anyone, I'll make sure I'll do it. If customers know that you are committed to fulfill your promises, they will stick by you. Also, it helps greatly to be unyielding in your endeavour. If I had let any failures stop me from trying again and again, I probably wouldn't be where I am today.   16. In your opinion, what other qualities does a person need in order to be successful in business? And why? (e.g. Educational qualification, work experience, family influence, attitude, etc) Educational qualifications can only get you that far. My education has only helped me gain a better grasp of technical things with respect to the business. Other intangible things are not what schools teach you, and have to be picked up along the way. Other than that, the degree which I had earned has allowed me to teach students of a higher level, at higher levels. Also, it has given me a safety net such that I know all is not lost should I ever fail in my business. On the other hand, not having qualifications to boast of are not disadvantageous in any way. After all, I have many friends in the same line of work who are not as educated, but are successful in their own way as well. In fact, compared to those who are of similar age to me, they are far more experienced from the extra number of years they spend out there in the market than I am in school. In terms of family influence, I would have loved it if my mother was more of a baker in any sense. Many people have the misperception that I must have learnt baking from my mother and gotten influenced by her. However, this is not the case. Conversely, I am the one who taught my mom how to bake, so that she could help me at times when I can't cope on my own. In fact, I embarked on this journey something like a self-discovery. The path which I went through to learn the various techniques is really arduous. I learnt everything from scratch, and had no proper guidance about what was wrong or right. You can expect how tiring and frustrating I must have felt along the way. As such, patience and determination are of great essence to any business!   17. In your opinion is it true that in order to be successful in business you have to have lots of contacts or several connections? Having lots of contacts is helpful to give you the initial push, though not having it does not place you in any terrible position. After all, that was where I started from. What is more important, however, is the ability to retain customers through the products and services one provides. Word of mouth is a very powerful tool to propel any business to profitability. Contrast to someone who is very well connected and who doesn't please customers, there is no continuity, and the business is by no means any better.   18. Who or what motivates and inspires you? When I'm feeling down or discouraged, my fiance inspires me to try harder or to look past my failures and disappointments. He motivates me and gives me courage to push on. He is also here to remind me that what I'm doing is right. Another motivation is my continual desire to perfect myself. I like to set myself targets to 'perfect' something, and seek to keep trying until I do.   19. What are some of your business values and what would you like to pass down to others, especially those who are struggling? Most importantly, to maintain consistency in the quality of products and services. It does not matter if rising costs erodes or decreases profit margins. Never stinge on ingredients, because repeat customers will be able to tell if you have not given them what they ask for. What is most important is customer satisfaction, because they are your most important asset in advertising. For those who are struggling, it is important to find out what went wrong. They need to question themselves what they may have been doing wrong, so that they may change and adapt. Of course, having said this, patience and perseverance are very important in this aspect.   20. Can you share some of the more significant events / incidents that affected or shaped your business philosophy and the way you conduct your business? When I first started out, it was not easy to stomach criticisms and not let it affect my optimism towards my chosen career. After all, it was already not easy to have to brave criticisms about the career itself. It was even more devastating whenever I made mistakes along the way, and I guess I was pretty hard on myself back then! On retrospect, I'm really glad that I did not let any of that negativity affect my passion towards this chosen field. I could easily have succumbed to societal pressure and sought a high paying office job, but I didn't. I learnt it hard, but I learnt it well. I learnt to regard every single experience as an opportunity to better myself. After all, no one really taught me how businesses should be conducted. What I knew, was from what I learnt from reading, observing, and from customers' feedback. All these shaped my business philosophy. I conduct my business with great humility. I acknowledge my strengths and weaknesses, and am never afraid to admit that I'm not always perfect. I make sure that I do follow-ups, and call or find out from my customers if there was any comment or feedback that they could share with me. Over the years, I realized just how essential it was to gather other people's thoughts. Not only do I learn more about my customers and what they like/ dislike, I'm able to monitor my business, and know just where I might be doing things correct or wrong. With that, I am able to make changes wherever possible, or shape my business such that I answer more to their needs.   21. With the changes in the market today, do you think it has become harder or easier to succeed in business? Why do you say so? Despite the changes in the market today, I don't think it is any harder to succeed. Success, in my perspective, is not measured in monetary terms. Rather, I measure my own success as the ability to retain loyal and happy customers. In the market today of rising costs and stiff competition, there is only one way to keep customers happy, and that is to maintain the quality of my services and products. Once a business is able to adhere to the promise of quality products, customers will always return, and that is success!   22. What advice would you give young people who want to start their own business? In order for a business to succeed, some people will say they need a good business plan, some will need a lot of financial support, and some will need a lot of perseverance, whilst others need only luck. In my opinion, anyone who wishes to start their own business shouldn't be too bogged down by all these considerations. All these factors are good to be aware of, and basically consider, but other than that, if they are passionate enough about what they want to do, they should just go for it. Just remember, there is no such thing as a better time, because there is no perfect time. To be an entrepreneur requires a lot of courage, and the first step is always the hardest.   23. What are your popular creations? Throughout the year, customers can't get enough of my unique cheesecakes in assorted flavors. For those who don't fancy cheesecakes, I offer a very special chocolate fudge cake made with Valrhona chocolate. During Chinese New Year, my hands will be full just baking cookies! Of course, because of the recent trend towards cupcakes, I've been baking and decorating lots of that for birthday and wedding orders and for classes throughout the year too.   24. What is in the name Tempting Treats? Back in University, I used to be anonymous, and people only knew what I did through word of mouth. Basically, they all knew me by my name. Gradually, I knew that I needed to think of a proper name for whatever I was intending to make a business out of. Not wanting to make drastic changes to what people already knew, I took the beginning alphabets of Tempting Treats, from the beginning alphabets of my own name.