The Cookie Lady · Business Discovery

01

The big picture

A little about you and what you want this business to become.

Your nameOwner and baker

Business nameAs customers know it today

How long have you been selling?Years or months

Where do you bake from?For example, home kitchen in Silverado

In a sentence or two, how would you describe what you do?

Why did you start this, and what do you love most about it?

If the next 12 months went perfectly, what would be different?More money, fewer rush jobs, a real brand. Be specific if you can.

02

You, your time, and work-life balance

Growth only counts if it does not take over your life. Help us set the guardrails.

Is this your only work, or do you do it alongside another job or caregiving?

Roughly how many hours a week do you spend on it now?Baking, decorating, messaging, shopping, delivery, all of it

At its busiest, what is the most time you would want it to take?An upper limit you would not want to cross, even for a great month

How does the current workload feel?

Are there days or times you will not work?For example, Sundays, school pickup, evenings

Does anyone help you?Family, a friend, paid help, and with what

What part of the work drains you most? What would you happily hand off?

03

What you make

Your products, and where the magic is.

What do you make? Select all that apply.

Anything else not listed above?

What are your best sellers or signature items?

For cakes and fillings, what flavours and frostings do you use most?For example, buttercream, cream cheese frosting, ganache, fresh fruit or cream fillings, custard

How much does each order change from one customer to the next?Do you mostly repeat the same items, or design something new for each order?

Same items each time Mostly repeat, some one-offs An even mix Mostly new designs New design every time

Do you have allergy or dietary versions? For example, gluten free, vegan, nut free.

What else would you consider making or selling?Product lines you are curious about, now or down the road. For example, treat boxes, party favours, seasonal collections, classes, or wholesale to cafes.

04

How an order flows

Walk us through what happens from first message to handed over.

How do customers place an order today?Direct messages, text, email, a form, phone, word of mouth

Walk us through the steps from inquiry to delivery, in your own words.

How much notice do you ask for?Lead time, for example one week for cakes

Do you take a deposit?How much, and when

How many orders can you comfortably do in a week? What is your max?

Do you ever turn orders away or feel overbooked? When?

What equipment, oven, fridge, or space limits you most?

05

Ingredients, supplies, and stock

What goes into each order, what it costs you, and how you keep track of it.

Where do you buy ingredients and supplies?For example, Costco, Superstore, restaurant supply, online

Roughly what do you spend on ingredients and supplies in a typical month?

Do you know your ingredient cost per item? For example, per cookie or per cake.

Yes, exactly Rough idea Not really

If you know them, share a few item costs here.

Other regular costs?Boxes and packaging, gas for delivery, fondant and tools, software, ads, fees

How do you keep track of what ingredients and supplies you have on hand?A written list, a glance in the pantry, an app, or you just know

How do you decide when to restock or shop?For example, when you run low, before a big order, or on a set day

How often do you shop for supplies?

Do you keep receipts or record what you spend on supplies? How?

Do ingredients ever go to waste before you can use them? Roughly how much?

06

Pricing

A lot of the upside usually hides here, so be as concrete as you can.

List your current prices as best you can.For example, dozen decorated cookies, 6 inch cake, 8 inch cake, cupcakes per dozen, delivery

How did you set those prices? Select all that apply.

Gut feel Matched what others charge Costs plus a markup Tried to value my time Have not changed in a while

When did you last raise prices? How did customers react?

Do you charge for your time and design work, or mostly for ingredients?

Do you ever discount, do freebies, or friends and family pricing? How often?

Honestly, do you feel you are making good money per order?

07

Delivery, pickup, and payment

How the order gets to the customer, and how you get paid.

How do customers get their order? Select all that apply.

Which areas do you deliver to, and how far will you go?For example, SW Calgary, Silverado, Spruce Meadows, out to Foothills or Priddis

Do you charge for delivery? How do you decide the fee?

How do customers pay you?e-transfer, cash, Square, PayPal

08

Customers and demand

Who buys, when, and how often.

Who are your typical customers?Parents planning birthdays, corporate, weddings, neighbours

What occasions do you make for most?

How much is repeat business versus brand new customers?

When are your busiest and slowest times of year?

How do new customers usually find you?

09

Marketing and brand

How you show up, and how you get the word out.

Where are you online? Paste handles or links.Instagram, Facebook, TikTok, website, Google listing

Roughly how many followers?

How often do you post?

Do you do anything else to get customers?Markets, ads, referrals, flyers, school or community groups

Do you collect reviews or photos from happy customers?

How do you feel about the name and look of "The Cookie Lady"?Love it, open to change, would like a logo, and so on

10

The rules side of things

No judgment here. This just tells us how much breathing room you have before any red tape. In Alberta, selling low-risk baked goods from home is allowed, and a few details decide where the line sits.

Do you currently have a City of Calgary business licence?

Yes No Not sure

Is the business registered in any way? For example, sole proprietor, GST.

Do you put a label on your products?Alberta requires a "prepared in a home kitchen that is not subject to inspection" statement, plus your name and contact

Yes, fully Sometimes No

Do you sell anything that needs refrigeration?For example, cream cheese frosting, fresh cream or custard fillings, cheesecake. These can fall outside the low-risk from home rules.

Do you carry any insurance for the business?

Anything about the legal, tax, or health side that worries or confuses you?

11

The numbers

Even rough estimates help. Ranges are completely fine.

Roughly how many orders per week or month?

Average value of an order?

Roughly, monthly sales or revenue?

What do you take home after costs, if you know?

Do you track any of this anywhere?Spreadsheet, notebook, app, or all in your head

What monthly income from this would feel like a real win?

12

Where you want our help

Last one. Tell us what matters most so we focus there first.

What feels like the biggest thing holding you back right now?

If we could fix just three things in the next few months, what would you pick?

Better prices and profit More orders Less time and stress Smoother ordering process Marketing and social media Branding or website Staying within the rules Understanding my numbers Getting help or hiring

Anything else you want us to know?

Best email to reach you

Best phone or text