How can we differentiate what we do and what we offer to set ourselves apart from the crowd? You're sure to get inspiration from today's episode.

 

While living and working in London England with her family, Helen McArthur accepted a job in Canada. They packed up, moved, and Helen began applying her background in pensions and communications to her new role.

 

But...she also brought with her, her talent, skill and passion for baking!

 

Helen McArthur is the founder and lead baker of a farm stand known as the Crazy Cookie House.

 

The words “whimsical” and “quirky” come up a lot in this interview. You have never seen a structure like Helen’s Crazy Cookie House. Check out the photos for this episode 57 at sidehustlehero.com and you’ll see what I mean. Think Harry Potter sorting hat, meets Tolkien’s hobbit house.

 

And her cookies are just as quirky and whimsical.

 

When Helen started the Crazy Cookie House as a side hustle, she wanted to offer much more than a cookie. She wanted to offer an experience. The result? You’ll hear about a dragon, the mouse, and cookies eating other cookies.

 

What You’ll Hear:

03:22 The move to Canada

06:19 Helen knew she needed a USP - unique selling point

07:01 The inspiration for a “big cookie eating a little cookie”

07:55 What you call your offerings is so important

08:54 Describing a “farm stand”

10:29 The Honour system is working well

11:01 Nordstrom example of setting policy for the 98% of their honest customers

13:40 A difficult decision to give up the steady paycheque and benefits

14:31 It doesn’t happen without hard work and taking risks  

15:48 When making a “sacrifice,” rather than look at it as giving up something, view it as a trade for something better

17:56 Media attention, a Tiktok influencer, and 300,000 views later

20:16 Exploring shipping the cookies

21:10 Creating “an experience” not just buying a cookie

21:49 Inspiration from an ice cream museum

23:23 “I love the way you dream”

25:33 Adapting the cookie recipe to Canadian tastes

27:20 Purchase of large floor stand mixer has doubled production capability

28:20 Closed for one week to go run a marathon in the UK

30:13 Helen’s husband looks after social media and marketing and kids help too

30:57 Giving the recipe to an employee for the first time

31:26 Describing the building that is the Crazy Cookie House

33:30 The dragon known as “Doug H.”

36:26 Engaging her fans: What should we call the mouse?

36:47 Biggest challenges were finding time to launch the side hustle, and choosing what direction to go

39:00 What’s next for the Crazy Cookie House

39:11 Franchising?

40:08 Helen’s top tip to start your side hustle

One more tip:

 41:42 Look for ideas when out in your neighbourhood and especially when traveling

 

Connect with Helen:

https://morello.ca/crazycookie/

https://www.instagram.com/crazycookiehouse/

Connect with Joan:

https://www.instagram.com/joanposivy/

https://www.facebook.com/posivy/

https://www.sidehustlehero.com/about/

Be on the show!

https://www.sidehustlehero.com/guests/intake/