Interview with Shelley Miller of Hagensborg Chocolates

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Posted in: Everything Else
April 27, 2009 by Amanda | Comments (0)

Shelley Miller, chocolate princess and foundress of Hagensborg Chocolates recently shared some of her most delicious business secrets with us. Get your fix below.

What was the biggest surprise you have had as an entrepreneur?
I can’t say there has been one thing that has surprised me other than the fact that everyday there is always a new adventure to embrace and that’s what makes being an entrepreneur so fun. There is always great sense of accomplishment and satisfaction relying on oneself to get things done. I sometimes feel like MacGyver!

What have you done to make your business more profitable and your finances more stable?
I believe that how we look at the business structure to the products we are selling it pays to be original and that’s what keeps our products selling and our company stable.

What are three top things you invest your time and resources into to grow your business?
Always talking to new businesses and retailers to generate more sales, introduce exciting new products to always keep our product line fresh so retailers remain excited to sell our product, support our existing retailers through various marketing channels and talk to people like you!

What type of marketing efforts do you plan to increase over the next year and what things are you eliminating or decreasing investment in?
We are a small company that relies on viral marketing therefore if I tell you our tactics they won’t be so stealth, but one thing for certain is the continuation of our charity work.

Building a business can be both lonely and scary. Share some ways you stay motivated, encouraged or brave.
I know it sounds cliché but I really enjoy what I do and this enthusiasm filters down to my staff. I truly believe in our company mission and of course our wonderful chocolate keeps me motivated and smiling. I also love seeing the satisfaction and delight on peoples faces when they thoroughly enjoy our chocolates.

What advice do you wish someone gave you as you were getting started?
Start using wrinkle cream before you even think of becoming an entrepreneur. More seriously, follow your dream and work very hard but never lose sight of the bottom line. The business has to be sustainable and eventually profitable.

Share something you are excited about right now.
I am so proud of our newest product, our truffle “piglets.” They are the most adorable little chocolates we have ever produced.

Share a website, book or some other kind of resource you have found valuable in building your business.
The Emperors of Chocolate (of course) and Good to Great.

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