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In this Side Hustle Spotlight Q&A, we feature Founder and CEO Maura Duggan. Fancy Pants Baking Company. The CPG cookie business has annual sales of $5 million to $10 million. It is sold at more than 1,750 retailers, including Central Market, Gelson’s and Mother’s Market.Answers have been edited for length and clarity.
Image courtesy of Fancypants Baking Co. via Maura Duggan.
What was your day job or primary occupation when you started your side hustle?
After earning my BA in Neuroscience and MA in Education from Harvard University, I worked as a researcher for an education nonprofit. Although it was rewarding, I missed the creative outlet that allowed me to continue challenging myself and learning in different ways.
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When did you start your side hustle and what inspired you to start one?
For me, baking was a way to rekindle memories of my mother and grandmother, so when I wanted to make some extra cash, I naturally gravitated toward the kitchen and my favorite dessert: cookies. In 2004, I started Fancy Pants in the kitchen of my tiny apartment. What started as a small business quickly grew into something bigger, and it wasn’t long before I began asking myself: Why can’t we make this into a real business?
What was the first step you took to start your side hustle?
At night, I would bake batches of cookies and invite friends and family to taste test them. While I was refining my product, I was also working on the business side of things: getting a kitchen license, opening a bank account, getting insurance, etc. Pricing was also important, as I wanted to use premium ingredients but needed to be at a price point that would allow for sustainable growth. It was a balance between being accessible and ensuring I could scale effectively.
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Image courtesy of Fancypants Baking Co.
What was the biggest challenge you faced in starting your side hustle and how did you overcome it?
Managing long to-do lists has always been a challenge. If you don’t break them down into smaller tasks, they can quickly get out of hand. I was working 12-15 hour days, 7 days a week, and raising one or two kids, so I often relied on friends and family for things like cookies and emotional support.
To be honest, in the beginning, I didn’t fully understand the intricacies of manufacturing, which may have helped me to gain confidence. But once I understood the challenges, I relied on my educational background and sought advice from industry experts, suppliers and store owners. The feedback was very helpful, but too much. I also realised that I needed to build my own confidence as well and learn to trust my instincts.
How long did it take you to start earning a steady income each month? How much did you make from your side hustle?
Things turned around quickly. In just three months, I quit my full-time job to focus on Fancypants full time, making nearly $100,000 in the first 10 months. It was clear that this was more than just a side hustle; it had the potential to become a sustainable business.
You’ve since turned your side hustle into a full-time job. How is your business growing and profiting now?
Over the years, Fancy Pants has evolved from a primarily wholesale business model to one that incorporates consumer products. For many years, the company focused on icing decorated cookies sold in the bakery department, with annual sales ranging from $5 million to $10 million. This year, the company launched a new line of crispy cookies to be stocked in the center grocery section of stores. We expect sales of these products alone to exceed $1 million in 2024, and we expect to double or triple that in the next five years.
Image courtesy of Fancypants Baking Co.
What do you enjoy most about running this business?
The variety keeps me engaged and fulfills my original desire to always learn and grow. One day I’m working on a sales deck, the next I’m overseeing a photo shoot or trying new recipes. But what I love most is collaborating with stakeholders, from customers to store buyers, and building a strong team. We’re proud to make our cookies in Massachusetts and offer our production team above minimum wage and benefits like 401k and health insurance. It feels good to be able to champion small business manufacturing in an industry that often relies on co-packers.
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What advice would you give to someone wanting to start a successful side hustle or full-time business?
Find what you’re good at and lean into it. Your belief in what you’re doing will inspire others. Build a network of advisors and peers and don’t be afraid to ask them for advice. We formed our board of directors in 2022 and their guidance has been invaluable. It’s easy to get tunnel vision, but investing in relationships and face-to-face connections is one of the most rewarding parts of this journey. Not only does networking offer practical benefits, it also helps reduce the isolation that often comes with entrepreneurship.
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