Alison Roberts : Iced and Sliced

Alison Roberts provides a bespoke cake making and design service. Find our how she set the business up...

A few years ago my husband and I moved to Spain, and in a fit ofdesperation, mainly to avoid telemarketing, I went for an interview fora chef job in a high quality restaurant near Marbella, Costa del Sol.

The interview was like a little ‘ready, steady cook’ scenario – I had to construct a dish from a selection of ingredients and the chef was impressed enough to take me on.  I ended up working in the pastry (puddings to me and you) section and learned many techniques from a colleague that eventually went to work for Claridges, in London.  Anyway, this gave me the confidence and the time to experiment with recipes and ingredients. 

My husband and I then moved back to the UK and since working Spain, I have been growing in confidence on my baking abilities, I have been decorating cakes for sometime now for family and friends and due to the responses from them I got the idea of doing this for other people and maybe making a living from my passion.

Starting up the business

So I got in touch with my local Business Link and they gave me the contact number for WBDA.  I was then booked in to see a business advisor called Michelle Grindley.

I received such brilliant support!  Michelle keeps me on track with what I should be doing and she gives me confidence on the marketing side of things which I am very new to.  It is also good to have dates for actions to be completed and also someone to ask questions of who is completely unbiased and has experience at start up businesses.  You really feel you can trust the advice you receive, and the regular meetings are great to keep you motivated.

WBDA also gave me information on Inland Revenue courses to ensure I am fully tax compliant, I have written a business plan which is a great reference to where I was and also where I am aiming for, and I have received marketing advice and have a marketing plan which is full of contacts and great ideas that I would never have thought of myself.  And as for WBDA’s new website, it is full of information, inspiration and opportunities – all at a time that suits you!

About Iced and Sliced

And now thanks to all WBDA’s help I have my own business which is a bespoke cake making and design service. I have completed a few wedding cakes now, and also provide anniversary, birthday, celebration or corporate cakes.

My ingredients are mostly organic/and or locally sourced, although some ingredients I am still sourcing, I have plans to also make and decorate cookies too as these are able to be posted – thus expanding my potential client base.

Unfortunately I have one barrier left…which is time; I am still in full time employment, so it does mean that my evenings/weekends/holidays are taken up baking (which I don’t mind) or doing my finances, invoices (which isn’t as appealing!).  I am learning, quickly, about marketing, and selling, which isn’t something that comes naturally to me, but otherwise, I do have a ‘can do’ attitude, and with support from my husband and family I have been able to slowly get started.

I am confident that the business will flourish! I am not looking to take over the world, just to have a more balanced lifestyle and be a little more environmentally friendly along the way. And I feel that I have the support to achieve this and also the knowledge and confidence to keep going!

For more information about Iced and Sliced please contact Alison on 0787 805 1987.