Baker: Ash Sheridan
Ashleigh Sheridan. Ash grew up working within her family’s small business and later studied Business and Photography. She spent many years working as an event stylist and coordinator in Brisbane, which gave her a keen eye for detail and a creative flair. Ash started dessert delivery company Hooray Brownies in 2017 after finding a gap in the market.
Gift boxes of brownies delivered straight to your door sound so delicious! How did you come up with the idea?
I wanted to send something to my husband but couldn’t find anything other than flowers. I soon realised there was a gap in the market for gifts for males, so decided to start my own business with desserts because everyone loves desserts!
And from idea to business launch, how long did that take?
It took 3 months to get the website up and running as well as the brownie recipe just right. I also needed to find a commercial kitchen to cook from and get our certificates and food license approval. I first hired a kitchen, then eventually purchased a food truck which I went to markets selling desserts, and now I have bought a space and built a commercial kitchen. I started out using my own car as a delivery vehicle, and now we have 4 cars on the road delivering around Brisbane.
You started out your career as an event stylist, how did you make the jump to dessert delivery?
I decided I wanted to be my own boss so after seeing a gap in the market I took the leap and haven’t regretted it.
What would you tell your younger self?
Do not be scared! Take the plunge and don’t be afraid.
What has been your biggest learning curve?
Learning new skills and wearing multiple hats within a business- from baking, to administration, website design, dealing with customers to social media. I have had to learn lots of new skills which was challenging at first.
Overtime you’ve expanded your range of products and your business, where do you find inspiration?
Our menu has expanded with different trends as well as listening to our customers with what they are after and their needs.
Do you prefer working on your business or in your business?
For years now I have always been working in the business, but recently after starting a family I am now working on the business. I honestly love both aspects.
What works for you with regard to marketing your business?
Social media has been amazing, as well as having a great, easy website.
What’s next for Hooray?
I would love to host Sip & Bake classes in our kitchen. Get your friends together and come decorate a cake or cupcakes each to take home. I am sure there will be some amazing creations come out of the kitchen.
Can you give us your best three pieces of advice for girls thinking about starting their own business?
If you are passionate about something - do it!
Do your research on everything about your product or service. Knowledge is power!
Do a business plan- set your goals high so you have something to reach for.
Franc’s Fast Five
What is your favourite colour? Pink of course!
Do you have a bucket list? No, but think I will have to start working on one soon.
Secret skill (that is now no longer secret)? I never realised how good I was at multitasking which is a great skill!
What is your go-to karaoke song? Horses by Daryl Brathwaite. An Aussie classic.
Brownies or blondies? Chocolate Brownie all the way!!