Sassy Entrepreneur

Bayah Harrison is battle-tested.

The 33-year-old owner of Sassy Cakes in Naples earned her stripes earlier this year on the hugely popular Food Network television show, Cupcake Wars.

Unfortunately, Harrison didn't make it past the first round, in which chefs battle for the best cupcake and a $10,000 prize. “The tapioca didn't set in time,” she says, the painful memory still fresh in her mind. “It was really stressful.”

While Harrison had to close her cupcake store in Naples to travel to Los Angeles for the two-day shoot, the television appearance paid off. Local newspapers and glossy magazines devoted stories to the appearance and fans of the show flocked to the store. “We've been asked for our autograph a couple times,” she laughs.

Children and teenagers are some of her biggest fans because parents let them watch “safe” shows on channels such as the Food Network. “A lot of kids want to bake,” she says.

Harrison says Sassy Cakes didn't see the typical summer drop in sales because the show aired July 5. That's important because Harrison doesn't have a big budget to advertise her 1-year-old shop.

Harrison declines to share sales information, but she sells four cupcakes for $12 in her retail shop. “The profit's iffy, but it does pay the rent,” she says.

Harrison, who moved to the Gulf Coast from Chicago seven years ago, gave up a marketing job to indulge in her passion for baking. She started selling cupcakes at farmers' markets a few years ago, riding the popularity of these desserts. With a silent partner, Harrison opened her current store a block from tony Fifth Avenue South in Naples in July 2010.

Harrison's days usually start at 6 a.m., when she starts baking with an assistant. At night, she does marketing and networks with various charitable and business organizations around town. “You really have to love what you're doing,” says Harrison, who is expecting her first child in February. “I haven't taken a vacation for a couple years.”

Bayah's husband, Eric Harrison, works in construction-supply sales and helps out when he can. “On the weekends, he's Mr. Cupcake,” says Bayah. More than 50% of the company's sales come from catering weddings and other functions. “Weddings are a big market for us,” she says.

Harrison says customers continue to spend on cupcakes despite challenging economic times, especially for special occasions. “They never really cut back on that,” she says. Besides, cupcakes aren't extravagant. She sells mini-cupcakes too, at $1.25 a piece.

Although she has made and sold whoopie pies for $3 each, Harrison says she doesn't plan to diversify into other baked goods. “I stay with the niche,” she says.

Because she doesn't spend on advertising, Harrison promotes Sassy Cakes by giving cupcakes to charities for special events. The result: “We've had a lot of free press,” she says.

Her strategy for success is simple: Start small, then work hard. “If you have dedication and drive, anything is possible,” she says. “I'm a very optimistic and positive person.”