Emma Goss-Custard, 38, runs Dorset-based bakery Honeybuns, honeybuns.co.uk, which has a turnover of £1.5 million.

“I’ve loved baking ever since I was little and my granny gave me her treasured cake recipes. After graduation in 1998 I was teaching at a secondary school but cycled to offices in my lunch breaks to see what people thought of my cakes. I was amazed when they snapped them up.

Next came the local delis and cafes. One sandwich outlet had three branches, and I cycled there every day for months until they agreed to take them! Within two years I had 100 businesses on board and a turnover of £50,000.

I needed more space so rented a unit. I invested the £50,000 I needed using credit cards. It was a huge risk but I worked very hard, sometimes sleeping in the unit.

It’s difficult to convince big businesses that they can afford products that are not massproduced, so I was amazed when John Lewis and Waitrose agreed to stock my cakes.

In 2002 we got our biggest deal yet with Virgin Trains for £15,000 per month. It took almost two years to secure.

In 2005 I moved my 25 staff to Dorset, to run the business from a lovely farm. Life is idyllic and I’ve given up baking to manage the business. It’s not easy – in fact, the biggest thing I’ve learned is that when you’re running a company at this level, baking a cake is only part of the recipe.”

EMMA’S TIPS
“Be honest about your shortcomings. I quickly realised I was no good at finances so my husband Matt takes care of that.”
“Have a point of difference. Mine was using free-range eggs and making gluten-free products in an era of emulsifiers and preservatives.”

“Continue to aim high. I never stop brainstorming and thinking about new ways to expand the business.”