57: Worth The Risk: The Crazy Cookie House, With Helen McArthur

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/