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Sweet Surrenders
Sweet Smell—and Taste—of Success in East Aurora, NY
During her last job as an instructor for a food products company, Karen Bergman was tasked with developing a "how to" curriculum for adult students interested in owning and operating their own bakeries. Karen drew on a variety of resources and her own experience. Fifteen years earlier, she too had run her own bakery, Sweet Surrenders, supplying fine desserts, tortes and pastries to suburban Buffalo's restaurants and clubs. Though she enjoyed her work, wholesale baking was a "feast or famine" type of business. Before long, Karen closed shop and became a pastry chef for a supermarket chain.

As Karen worked on the curriculum, her dormant dream of running a European-style bakery slowly rekindled itself. The project was nearly complete when, in early 1999, Karen learned she was being laid off. "Although nobody likes to lose a job, I took it as a sign that it was time to try running my own bakery again," she says.

The only component missing from her start-up recipe was financing. But just as a good chef knows where to find the right ingredients, Karen had an ideal source of information: SCORE. Having attended several seminars sponsored by the Buffalo SCORE chapter, she knew that while SCORE members may not always know how to bake pastries, they are experts in cooking up great business plans. Karen soon began working with SCORE Counselor Herb Ausderau, the former owner of a western New York car dealership. Rather than spend time commuting to SCORE's downtown Buffalo Chapter, Herb and Karen began corresponding by email. "We met in person only about three times, but exchanged dozens of emails," Karen said. "It was so convenient to ask a question or send something for him to review without having to set up a meeting."

Impressed with Karen's evolving business plan, Herb helped her fine-tune the details. He reviewed her projected revenues and operating costs, helped her streamline the text, and made other suggestions that would prove valuable when meeting with the banks. "Herb also helped me with 'reality checks,' making sure I knew what to expect with day-to-day finances, time commitments, and the inevitable aggravations that come with running a business," Karen says.

"Even though you may know your product inside out, even the best-laid plans can quickly fall apart. I had 20 years of experience as a baker, but Herb Ausderau opened my eyes to problems and issues that I otherwise wouldn't have thought of. But even more, he helped me think through ways to deal with them."

Karen Bergman, Owner, Sweet Surrenders

Karen's plan was well received by the banks, allowing Sweet Surrenders to be "reborn" in October of last year. The first six months have been both rewarding and challenging, as Bergman continues to get a feel for the day-to-day tastes of her customers. But she has no doubt that Sweet Surrenders will find plenty of taste buds to tempt. Her bakery is located in what she calls the "food end" of East Aurora—in a busy shopping plaza near two large grocery stores, and next door to a popular meat market. "Location is everything, because pastries are very much an 'impulse buy' product," she explains. "This location is turning out to be better than I expected."

And although Karen's industry experience and contacts will assist her in guiding Sweet Surrenders in the years to come, she'll keep Herb's email address handy. "If I need help, I'll go back to SCORE in a minute," she says. "They literally put me back in business."  

For more success stories, visit the Archives.
Company Facts
Sweet Surrenders
SWEET SURRENDERS STAT SHEET
Company: Sweet Surrenders
Location: East Aurora, NY
Formed: 1999 (retail bakery)
Employees: 8 part-time
Phone: 716/652-8663
Best Advice to Someone Starting Out: "Search your soul and make sure you can put up with the challenges and aggravations that come with running a business."