RideShare RoadTalk: Conversations In Motion

The Story Is More Valuable Than The Cake

RideShare RoadTalk Season 1 Episode 11

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0:00 | 9:28

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Sometimes the most extraordinary business stories happen in the most ordinary places—like the back seat of a rideshare. This episode captures an unexpected conversation with a passenger who transformed pandemic boredom into a thriving custom cake business called "Yumfulness."

Our serendipitous encounter reveals how a simple Valentine's Day experiment with chocolate "breakable hearts" evolved into a specialized bakery creating number and letter-shaped custom cakes. What makes this entrepreneurial journey particularly fascinating is how it flourished without traditional marketing strategies. No website, no paid advertising—just Instagram posts and word-of-mouth referrals that organically built a loyal clientele.

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Podcast Introduction

Speaker 1

Welcome to another episode of Rideshare Road Talk Conversations in Motion , a podcast where we create unfiltered talk space that examines the meaningful lives of my passengers , while engaging in personal and topical discussions . I'm your host and driver , John Foundas , and we're cruising the streets of Washington DC . Buckle up , let's drive . Hello , hey , hey , come on in how are you how ? Are you ?

Speaker 2

doing . Thank you , what's ?

Speaker 1

going on , ladies .

Speaker 2

Thank you , just , you know , enjoying the night .

Speaker 1

Excellent .

Speaker 2

Oh , just you know enjoying the night Excellent .

Speaker 1

Cool . Well , I am your unlikely rideshare driver ,

Meeting a Baker Entrepreneur

Speaker 1

so here we go .

Speaker 2

You said unlikely .

Speaker 1

Unlikely . I just started doing this and we're producing a podcast . Oh my gosh .

Speaker 2

Wait , this is so weird .

Speaker 1

How ? So ?

Speaker 2

Because like what are the odds of you like saying all this , because that's like what I'm trying to do .

Speaker 1

Well , let's talk .

Speaker 2

Okay , so let's talk 18 minutes . So okay , wait . So why are you asking us strangers first of all to be on the podcast ?

Speaker 1

Okay , here's the thing . So the podcast is called Rideshare Road Talk .

Speaker 2

Rideshare Road Talk Yep .

Speaker 1

It's up on Apple and all the platforms . We've got nine episodes up there right now and I think within two days we had like 170 downloads , which I think is okay . I don't know , but that was it .

Speaker 2

She sells beautiful cakes . Everyone follow her . What's the name ?

Speaker 1

Yumfulness , oh I like it . I like it . Well , when we're done , give me the URL and I'll put it in the little show notes on the podcast .

Speaker 3

So done . Give me the url and I'll put it in the little show notes on the podcast , so you get a link or something out of it . So okay , so I want to know about the whole cake thing . How

COVID Origins of Yumfulness

Speaker 3

did it come about ? Um , well , it started during covid . I was really bored and it was around valentine's day . It was early january at that time and I saw on instagram these things called breakable hearts , which are like hollow chocolate shells in a heart shape , thought it was super cute and I wanted to try and make it myself , and so I did . And then I started selling that for Valentine's Day . I did pretty well , and then some of the clients started asking me if I would sell things during the year , and I didn't know what it would be . So I was asking them what they would be interested in and a lot of them said birthday cakes and , obviously , birthday cakes can be purchased anywhere like from a grocery store to a really high-end Bakery .

Speaker 3

So I knew I had to make my cakes unique and special in a way so that I could somewhat market , be marketable . So the cakes I make our number and letter shaped . So , for example , if it's your 30th birthday I can make a big three zero . So it's pretty customizable and I can do fun designs , whatever you'd like , really . But my most popular flavor is strawberry crunch , which is kind of like the good humor ice cream bars .

Speaker 1

So I want to know how you make the jump between COVID making treats and now you are creating these and selling them , and people are consuming them . Fill in the blanks there . How did that happen ?

Speaker 3

Just Instagram .

Speaker 1

Just Instagram .

Speaker 3

Yeah , I don't do it . I don't put my cakes anywhere else , just Instagram .

Speaker 1

Just .

Speaker 3

Instagram , social media marketing .

Speaker 1

Word of mouth and , all of a sudden , your cakes are .

Speaker 3

Yeah , I don't pay for

Instagram Marketing Success

Speaker 3

ads . I've never paid for ads or marketing . It's just people sharing my creations .

Speaker 1

It's funny how many businesses kind of thrive and evolve just that way yeah crazy , and they are good .

Speaker 3

I have yet to try a cake , though , so I need to do that soon , but I love her well now , now that you're coming over , I I'm sure there'll be more food , and you're a cook , aren't you ? I do like cooking , for sure .

Speaker 1

So I mean , that's a skill right . Not everybody can make great cakes like culinary background confectionery like you just did it and that was it and it took off and you just naturally good at it , I think .

Speaker 3

I got pretty lucky . Yeah , my first one took over two hours and I think I cried a little bit , um , but then I kind of got the hang of it and it's like pretty easy to me now . Um , I mean , before I started making cakes , I'm pretty familiar with the kitchen . Like I loved cooking . I loved baking . I've always been baking for myself and my friends and cooking too , not just sweets . So baking cakes wasn't like a huge jump of , like foreign land .

Speaker 1

Yeah , so there was the passion there , right ?

Speaker 3

Yeah .

Speaker 1

And then that turned into the idea .

Speaker 3

Mm-hmm ,

Baking Skills and Passion

Speaker 3

I like that . Okay , stop talking about me , I'm done .

Speaker 2

Oh my gosh . I don't want to talk about this anymore . I don't want to talk about this .

Speaker 1

You know it's , the story is more valuable than the cake .

Speaker 3

I think a lot of it is luck . Like , if you guys ever listen to the podcast how I Built this , I love it because it's about entrepreneurship and the last question in all of his interviews is like oh man , it's been a minute since I've listened , but it's something along the lines of how much of your success do you attribute to luck and how much you attribute to hard work . And for me , like I think it's definitely has to play with some luck , it's not just hard work like I did work very , very hard to make it take off and try to be strategic and how I would get clients but of course it's also a bit of luck that .

Speaker 1

That's very helpful for you to say Always

Luck vs. Hard Work

Speaker 1

my only addition to that . For me , I think , luck is 90% preparation . You have to be in the right spot to get lucky , and that lies solely on your shoulders , with your idea and your drive and your passion to do that .

Speaker 3

I mean I also had a great support system . I don't want to just take all the credit , like I had at that time my boyfriend was super supportive . When I was crying over that two hour cake , like he was like no , you got it , you can do it . And Valentine's day , when I started selling those chocolate hearts , I sold too many . Actually , I sold too many . I ran out of these little cupcake liners I needed and he called Michaels and like ran there 30 minutes before closing I was like hey , please don't close . I need to get this for my girlfriend and like save my business . Basically , like I had a great support system too . Like so many people contributed to youngfulness and just everything that it's become .

Speaker 1

Isn't that rewarding , though

Support Systems Behind Success

Speaker 1

? I mean , look , you can be modest all you want . At the end of the day you sit back and go like , fuck yeah , I'm doing this . That's kind of cool .

Speaker 3

I think that's cool . I don't think I'm like , fuck yeah , you know , well , you should be .

Speaker 1

I'm definitely like yes , why wouldn't you , is it ? The cursing that bothers you , or is this the of giving yourself that self- ?

Speaker 3

Oh , I think it's just a little too much credit . I don't know .

Speaker 1

Who else is doing it ?

Speaker 3

I curse all the time Fuck , you fuck fuck .

Speaker 1

I don't think you should ever be reserved about being successful and ambitious , about something that you're passionate about .

Speaker 3

Well , thank you .

Speaker 1

All off Instagram . No , is it just a landing page that you order from , or is it ?

Speaker 3

just it's a Google form doc Cause I don't pay for a website .

Speaker 1

You know I don't . I run a corporate production company and so all my advertising and marketing is inbound , funneling , so I get it . Um , it's SEO , it's a it's . I'm not a hunter , I'm a farmer . I got people who need video come find me , and so I spend very little on my marketing and advertising .

Speaker 3

Yeah , so I get it yeah , I've had photographers and videographers reach out to me at least three now who were like in exchange for free content , we just want like to film you and your baking and your decorating to give you exposure , but also , let me like get my name out there , yeah , I would do it just for a piece of cake .

Speaker 2

I mean , I'm pretty straightforward , I have a lot of scraps . Photographers love food . I know Right , john , I used to be skinny before . I started shooting .

Speaker 1

Oh wow , Small world .

Speaker 2

A small world . It is so much

Wrap-Up and Destination

Speaker 2

fun .

Speaker 1

I'm so happy I met John . It's so fun . And we love your car .

Speaker 2

I appreciate that . Right when I called the lift I was like Regan , we're getting picked up in a nice SUV Some dude in a white SUV .

Speaker 1

Yes , yeah , you know sometimes that sliding doors moment happens in the most unusual places and ways .

Speaker 2

John , it has been a pleasure All right hold on a second ladies , where are you guys going ?

Speaker 1

Where are we going ? It says 1238 .

Speaker 2

Oh right , here on a second ladies , when are you guys going ? Where are we going ? It says 1238 .

Speaker 1

Oh right here .

Speaker 2

Oh , OK , cool .

Speaker 1

Blue wonders , here we are .

Speaker 2

That's what we're going to be doing .

Speaker 1

Those two girls are going to be our .

Speaker 2

That's going to be us .

Speaker 1

Catch us at the top of the thing , ladies , that was fun . Thank you so much for chatting . We'll have to .