How Netflix higher-faculty grad designed up a $100,000 small business


Justin Ellen discovered himself at a challenging crossroad when he was 17 — should he pursue his enthusiasm for baking comprehensive-time, or go to college to additional his schooling?

At that time, the youngest contestant of Netflix’s popular baking display was earning personalized cakes from house as a aspect-hustle, whilst also juggling with college.

He was bringing home at minimum $5,000 a month, but he could not assistance but review himself to his peers.

“The point that got me down was like, I was seeing all my good friends [apply for colleges].”

Nonetheless, the youthful celeb baker trapped to his guns, believing that “all people has their individual path.”

Just two years later, the full-time entrepreneur and proprietor of cake company, Every little thing Just Baked, is earning a lot more than $100,000 a yr — and he is not turning back again.

In March this year, he produced his debut on Netflix’s “Is It Cake?” — a baking contest wherever cake artists create edible replicas of every day objects, these types of as bowling pins and stitching equipment.

The demonstrate, which premiered on the streaming support on March 18, was in the Best 10 most-watched record in the U.S. for four weeks. It also raked in extra than 100 million hrs of views from all over the planet.

But the path of results is not devoid of failures, Ellen tells CNBC Make It. Sheer challenging get the job done and intelligent words and phrases from cherished ones also assisted prod him along.

‘Who made this cake?’

As a electronic indigenous, Ellen understood from the start off that obtaining a social media existence would be crucial in building his enterprise. But it took a ton of follow — and bravery — to make himself identified. 

“In the beginning, my social media wasn’t fantastic … not excellent photographs, they were being really blurry. But as I retained on progressing, I understood they have to be tremendous cleanse.”

Ellen also noticed that Instagram was “truly pushing” video content material on the platform and which is when he made the decision to convert the digicam on himself, sharing snippets of his lifestyle as a young baker. 

“I was surely shy in the commencing since it was just uncomfortable for me … but the a lot more you do it, it really is like, oh well and honestly no one cares if your hair’s a minimal frizzy these days,” he shared.

“Honestly, it makes you far more relatable. Folks want to know the person at the rear of the brand name and if they get pleasure from you, they’re gonna want to expend cash with you.”

Even so, Ellen explained that posting on social media was anything he “didn’t take very seriously” at the start.

“I was just submitting for entertaining. Sooner or later, [through] phrase of mouth … folks kept asking ‘Can I order a cake?'”

Ellen also slowly built his next and clientele by baking every time he experienced the probability, even if it was for household functions.

“It won’t even have to be a enormous cake … just make a thing small mainly because you do not know who’s going to be there. Someone’s going to try to eat it and talk to, ‘Who made this cake?'”

Individuals are getting designer purses for hundreds of bucks. You have acquired to make your buyers comprehend the really worth in your brand and what you are delivering them …

Justin Ellen

Operator, Anything Just Baked

Ahead of he realized it, he had around 50,000 followers on Instagram and was earning about $5,000 to $9,000 a month in significant school.

“I realized, wow, this could be a significant enterprise.”

From baker to entrepreneur  

As he noticed his aspect hustle obtain momentum in higher school, Ellen begun imagining about pursuing baking as a occupation. But not everybody authorized.

“My father was like, a baker? I experience like you will find a connotation [with baking] like, ‘Oh, you do not make a great deal of money’ or ‘You have to do a ton of work,'” he said.

But Ellen experienced even bigger options for himself.

“I understood that I didn’t have to believe modest. There’s so a lot you could do in the subject … assume about each lane you could go into.”

“I seemed at other bakers who designed their company — they have product or service lines, which I experienced no strategy that that’s some thing you can even do.”

It was all around this time that Ellen, like his buddies all-around him, had to feel about what’s upcoming following higher university.

“Almost certainly around junior calendar year, when everyone’s like searching for colleges … I was debating [about] heading to culinary university. [But] I recognized it wasn’t for me,” he reported.

If you want to be a baker, then go work for an individual else.

Justin Ellen

Operator, All the things Just Baked

“I just felt like it was not value it and it was a whole lot of income. And you are not able to really educate how to do art in a sense, it truly is really just apply — and the far more you apply, the less complicated it can be going to get.”

That was the pivotal instant for Ellen, who recognized he was not just a baker in substantial college any longer.

“[I’m an] entrepreneur 1st, then a baker. If you want to be a baker, then go operate for a person else.”

Very best business assistance

Social media may have been “absolutely absolutely free” to use as a variety of marketing and advertising, but Ellen needed assistance with the initial capital to get his company up and running.

“In the beginning I was marketing cookies that I shipped out … I asked my mothers and fathers for $500 to acquire containers and other products.”

That was the to start with and very last time he at any time requested his moms and dads for revenue for his organization, he claimed.

Running a business is highly-priced. You don’t want to waste cash just because you believe you have a superior notion.

Justin Ellen

Owner, All the things Just Baked

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