This is Part 2 of Lisa He’s interview. You can listen to Part 1 on Episode 151.

Lisa He lives in Orlando, FL and now runs multiple businesses, including Borderlands Bakery where she sells custom-decorated cookies and cookie decorating supplies. She also has an online course business called Baking with Borderlands, and a software business for cottage bakers called My Custom Bakes.

Her Instagram page for Borderlands Bakery now has over 175k followers, and she is one of the top influencers not just in the cookie decorating world, but now in the cottage food industry as a whole.

In the last episode, Lisa shared how she started and grew her cottage food bakery into a massive success.

And in this episode, she shares how she turned that success into multiple businesses that help support other cottage food bakers.

Just like the last episode, this one is also filled with tons of helpful business advice, including many social media strategies.

• Authenticity builds real connection: Lisa grew her 175K+ following by showing up as herself, sharing her wins, struggles, and process. She reminded us that people can sense when you are being real, and that’s what keeps customers coming back for more. Be genuine. Be you. That is your secret ingredient.
• Consistency beats perfection: Whether you are posting stories every day or just a couple of reels each week, consistency matters more than perfection. Lisa’s mix of educational videos, behind-the-scenes peeks, and packaging tips helped her attract loyal fans and repeat buyers. Small, steady steps build big results.
• Growth means being open to change: Lisa started with a cottage bakery and eventually launched My Custom Bakes to help other bakers streamline their orders. She showed that success is not about doing one thing forever but about solving problems, trusting your gut, and evolving as you grow.

My Custom Bakes (Instagram | FB Group)

Borderlands Bakery website (Blog | Shop | Instagram | Youtube | FB Group)

Post + Prosper: 100-Day Social Media Visibility Challenge for Creative Entrepreneurs

Lisa’s free classes on Amazon

Related episodes:

• Episode 151 (Part 1 of Lisa’s interview)
• Episode 150 (features Lisa)
• Episode 133 with Matt Rosen

Next year, in the spring of 2026, get ready for CottageFoodieCon — the first ever, in-person, nationwide cottage food conference!

Lisa will be co-hosting the conference and you should get your ticket now, since prices will be going up very soon.

To learn more about the conference and to get email updates when registration opens, go to cottagefoodiecon.com

Are you building an email list for your business yet? If not, you really should be collecting customers’ email addresses and emailing them on a regular basis. Even these days, email continues to be better than social media for generating consistent sales, and the best part is that you own it. Once you build an email list, nobody can take it away from you.

I created this free tutorial that will walk you through the essentials of using Kit to build an email list and get more followers!

Get full show notes and transcript here: https://forrager.com/podcast/152