contents 32 44 18 16 38 48 FEATURES 22 30 32 36 PAYING UP FOR PREMIUM PENNILESS PROMOTION SAN FRANCISCO SWEETS TRUE VALUE PRICING Breaking through traditional price-point ceilings that shoppers will pay is an important long-term strategy. It requires a commitment from you to raise the bar in quality, presentation and service. Creative promotions through social media enable you to let your customers do the work and spread the good word about your innovative new products. Learn ideas from bakers across the country. Follow us on an inside look at Taste Catering, one of San Francisco’s leading caterers where executive pastry chef Laci Sandoval shares the latest trends in event planning and elegant dessert tables. Don’t undervalue your own products. Pricing correctly can be difficult, but don’t undercut yourself in fear of losing customers. Never forget that you’re in business to stay in business, bakers agree. COVER DEPARTMENTS Issue No. / 4 BUSINESS. ACCURACY. KNOWLEDGE. EXECUTION. 08 News Bites 20 Ingredients 10 Management 38 Bread and Baking 14 Tax Tips 44 Cakes and Sweets 16 Labor Front 52 Cafe 18 Legislation 54 Product Trends When it comes to pricing, few entrepreneurs understand the vital role of creating lasting consumer connections better than Susan Sarich, who founded SusieCakes in 2006 in California. Her bakery business has already grown to eight locations. Photography by Rick Camargo (page 22) THE PRICING ISSUE: paying up for premium TRUE VALUE PRICING Avoid pitfalls of undervaluing products SWEETS OF SAN FRANCISCO Get a Taste of Bay Area’s top caterer 10 THOUGHTS ON 10 YEARS Niedlov’s shares secrets to success bakemag.com | APR 2013 > 05http://www.bakemag.com