My Business Model: A Baker That Doesn’t Sell Her Cakes

There are two questions I get all the time. The first question is what I do with all the cakes I make, and subsequently cut in my videos. The other is about cake orders!

Everyday I get emails, DMs, and comments asking how people can order a cake from me.

I also frequently have to answer this question when people ask what I do. I tell them I’m a baker, or that I make cakes (to keep things simple), and they start talking about an upcoming birthday they need a cake for.

Sometimes I think I should just say I’m a freelancer, or a content creator to avoid that tangent. Because as soon as I politely say that I don’t actually sell my cakes, I see the confusion in their eyes.

I know they want to ask, “then what do you really do? How do you make money?” And I totally get it…how could I be a baker and not sell my cakes?!

People usually phrase their next question as “Wow, how does you business work then?!”

image of Chelsey White Frankola tossing sprinkles in the air

This is when I go into my long-winded explanation about what I do.

I’m a jill of all trades, and have a lot of irons in the fire. While I no longer make money selling cakes, I’ve learned that baking cakes can bring in money a lot of different ways, through:

  • blogging
  • affiliate links (Amazon)
  • teaching private cake lesson
  • hosting corporate events
  • monetizing my YouTube channel
  • monetizing my Facebook videos (3+ minute videos)
  • creating content for The Food Network
  • paid partnerships on social media

But there’s a lot more to it then that. In this post, I’m going to share the details of everything I do with Chelsweets, and how I make money as a baker who doesn’t sell cakes 😛


A lot people think the era of blogging is dead. I’ll admit, I used to think the same thing. But it’s quite the opposite. Where do you go looking for recipes?

I would guess most would answer “by searching online”. These days, people aren’t usually baking from cookbooks when google is at their fingertips.

People are also interested in trying recipes from a chef or baker they follow on social media. When they trust someone and their recipes, they’re likely to go back to that person’s blog time and time again.

I never thought I’d say this, but my biggest (consistent) revenue stream is from my blog. It wasn’t always like that though!

After I decided to take Chelsweets full-time, I spent months learning how to optimize my blog and updating old posts to get where it is today (about 300k pageviews / month).

image of chelsey white piping frosting onto a cake

I started blogging a few years ago, but didn’t really invest time in it until this past year.

Blogging is super time consuming. I had a hard time dedicating time to my blog when I was still working full-time. At that time, I had to dedicate all my remaining energy into baking, content-creation and video editing.

I love blogging, because I have control over it. While Google can change its algorithm and affect my SEO traffic, it’s still a reliable monthly income that I am able to generate on my own.

It isn’t like relying on brands to come to me for a partnership, or nervously waiting to see if a company wants to renew a long-term contract.

Different Traffic Sources

My blog traffic comes from three main sources.

  • Roughly 20% of my blog traffic comes from people directly typing in, or returning to blog posts they’ve bookmarked.
  • About 40% of my blog traffic is driven from my social channels (Facebook, YouTube, Pinterest, and Instagram).
  • The remaining 40% of my views come organically from search.

Clearly it’s important to make your blog SEO (search engine optimization) friendly. From picking the right keyword, to tagging photos correctly, to adding meta descriptions, there’s a lot to it.

I also work hard to create and share engaging videos that make people want to head to my blog. My hope is that they’ll be inspired to try making a new cake flavor, or tackle a new decorating style.

It took me a long time to learn how to properly write blog posts, and I’m definitely still working on it.

Turning Views into $

All of this is great, but a blog doesn’t magically make money on its own. I use WordPress (which I LOVE and highly recommend), which lets anyone opt into sharing ads on their blog, with google AdSense.

But it’s hard to make any real money through AdSense, even if you do have decent traffic.

Luckily there are companies that offer full-service ad management, and help you make a lot more. Some of the top ad management companies are Mediavine, Adthrive, and Ezoic.

You have to apply to be a part of these networks, and there are traffic thresholds you have to pass before you will be accepted.

I’m with Mediavine, and have nothing but wonderful things to say about them. They are amazing to work with, and super responsive.

They also have loads of resources (from in-depth blog posts to their podcast, Theory of Content), which have taught most of what I know.

Affiliate Links

Affiliate links are another way I make money. I’m a part of the Amazon Affiliate program, (or Amazon Associates), which is an affiliate marketing program.

It’s free sign up for this program, and I get a small referral fee whenever someone clicks on a product link I’ve shared in a blog post (if they end up buying that product on Amazon).

Chelsey White Frosting the side of a cake
Frosting a cake with a large offset spatula, using my favorite spinning cake stand.

I like affiliate links, because I feel like it’s a win-win for everyone involved. It encourages me to link the products that I actually use in my blog posts, which can be very helpful for my readers.

It’s nice to be able to direct my readers to the products they need for different recipes and cake designs.

Whether I link a unique silicone mold I used to make a snake skin pattern, or a specific cast-iron cake stand that I swear by, people know exactly what I’m using and how to get it.

Private Cake Lessons

Private cake lessons are a relatively new revenue stream of mine. I started teaching private cake lessons this year once I quit my day job.

It’s been an amazing way to connect with fellow bakers. The one-on-one setting in my kitchen makes a world of a difference, and I can really help people improve their cake decorating skills.

I also get the chance to demonstrate different techniques that people want to learn.

photo from chelsweets private cake lesson
My first private cake lesson with Melissa Diamond of @legacycakery

Teaching private lessons is another revenue stream that I have control over. I can pick how many lessons I teach a month, and determine what days of the week I teach.

If a month is slower, and I don’t have any partnerships going on, I can take on a couple extra lessons.

Or if I’m traveling a lot for work, I can take a few weeks off. This flexibility is incredibly refreshing, and great since my schedule is different every month.

I also teach larger groups at the Institute of Culinary Education every couple months.

Corporate Events / Live Demos

When I realized how much I loved teaching, my private cake lessons slowly evolved into corporate cupcake events. Someone approached me about doing a corporate event, and a light bulb went off in my head.

Corporate events are a great way to scale. I do cupcake events onsite, which means I get to utilize a company’s conference rooms and not worry about hosting a big group in my tiny kitchen.

image of chelsweets corporate event
Hosting a corporate cupcake event with Facebook earlier this year.

It’s also fun to teach a lot of people at once! While it’s a lot of work to prep and clean up after big events, they’re totally worth it.

I usually do one corporate event a month, but I am really at the mercy of companies reaching out to me.

Monetizing My YouTube & Facebook Channels

While you can’t monetize videos on Instagram, you can monetize videos on YouTube and Facebook. However, you need to jump through a couple hoops before you can place ads in your videos.

You can monetize a YouTube channel once you have 1,000 subscribers and 4,000 hours of watch time (within the past 12 months).

On Facebook, you can monetize videos once you have 10,000 followers and 30,000 one-minute views on videos that are at least 3 minutes long (in the last 60 days).

The content I share on YouTube and Facebook is a lot different than the videos I share on Instagram and TikTok. I make long-form videos for YouTube and Facebook, which are in-depth tutorials.

image of assembling a tiered cake and filling in the gaps
My most popular video this year was an in-depth tutorial on making a wedding cake at home.

They range in length from three to twelve minutes long. The videos are usually shown in real time (aren’t sped up at all), to show exactly how I make different cake batters, or to demonstrate various decorating techniques.

I don’t make a ton of money on every YouTube and Facebook video I share. However, some of my videos have gone viral, and they continue to generate solid revenue.

While you never know how well a video will perform, if you continue create good quality videos, the views should follow suit.

Money adds up the more videos you share. Once you have a solid library of videos, you will start to see consistent returns.

Paid Partnerships

To keep myself sane, I really try to focus on revenue streams I control. However, sometimes I get approached for paid partnerships.

These are agreements with companies to create content and share it across your social channels. Usually paid partnerships are centered around raising awareness for a brand or product, or to drive sales.

Chelsey White with Mamma Mia Overalls cake
A partnership I did with Universal Pictures to celebrate the release of Mamma Mia! 2

While you can try to reach out to brands you’d like to work with, usually the cold call approach doesn’t get you very far.

A lot of times there simply isn’t budget allocated for random partnerships, so even if a brand wants to work with you, there isn’t any money for it!

It might sound a little lazy but I prefer to wait for brands to reach out to me. When a brand reaches out, it means they have budget for an activation, they know and respect your work, and want to partner with you.

These are great if it’s a brand/company/product you actually like and care about! This isn’t always the case though. Sometimes you have to say no to partnerships that aren’t aligned with your brand.

Some content creators/influencers have agents, to help them negotiate partnerships. Agents can help you get better terms, build long-term relationships with brands, and in some cases they can get you more money.

Agents aren’t free though! They usually take a percentage (15-20%) of all incoming partnerships.

I am still independent at this point, and negotiate all of my partnerships and contracts.

In my last job, I worked in corporate finance in the digital department of a PR agency. As part of my job, I reviewed influencer contracts from a financial perspective.

I feel very comfortable reviewing and negotiating my own deals because of this experience. I also don’t want to give a cut of my money to an agent.

Digital Content Contributor

My final source of revenue comes from creating content for media companies. Over the past few years I’ve had a few longer-term contracts with different companies.

This differs from a paid partnership because you aren’t obligated to share the content you create on your channels. I bake and decorate exciting cakes, and film the process in my kitchen. The deliverable is simply the footage.

image of finished orange creamsicle drip cake
One of my favorite cakes I’ve made for the Food Network.

These monthly deliverables are fun and challenging, and help push me out of my comfort zone. Usually I’m proud of content I create, and I almost always share the footage on my channels once I’ve edited it (even though I don’t have to).

That’s It Folks!

So there you have it, that’s my business model! It is by no means traditional, or consistent. I’m constantly on my toes, and happy to say that I’m never bored!!

Things feel like they’re constantly influx, but I try to take it in stride. I embrace the busy months, and focus on content creation and strategy when things are quieter.

If you have any questions I didn’t cover, please leave them in the comments section <3

41 thoughts on “My Business Model: A Baker That Doesn’t Sell Her Cakes

  1. This was very interesting! My husband and I have been wondering how you were able to quit your day job. I recently subscribed to your YouTube channel and have even tried several of your recipes. You are extremely talented and come across very personable. It feels like the girl next door is a cake wizard and decided to come over and give you a quick lesson on a Tuesday night. We wish you all the best in this business!

  2. Great to read! And very educative. A question that arises though.. what happens to all those lovely cakes? If you don’t sell them, who eats them?

    1. Thanks Annemarie, so happy you enjoyed this post!

      I cut into every cake I make for my videos, and usually do a taste test from the slice I cut! I then frost the exposed part part of the cut cake, and either give the cake away to my friends or my neighborhood police/fire station. I’ve tried donating to homeless shelters in my area, but they’re strict about what types of food they can serve! <3

  3. I really enjoyed this, I didn’t know until this post that you didn’t sell your cakes. I guess I just assumed. I do LOVE the private cupcake classes and which I was in your area to take on that’s be fun. I’m not tech savvy or literate when it comes to generating income on line so this was a fascinating read! Thanks! I love your creamsicle cake and just about all of the other ones on your page lol stay beautiful 🙂

    1. I fixed it right after I shared it!! Oops!! I proof read the post like 12 times, but of course there’s a glaring error in the title :/ hahaha so sorry about that!

      Happy you enjoyed the post though!! <3

  4. This was super helpful!! I’ve only been recipe blogging for just under two years and I only get 1k page views/month. Is it still worth using other ads when my following isn’t large? (I use Weebly and have AdSense) thanks!

    1. I’d recommend focusing on creating more content and growing you blog for the time being, and then start to look into ad management companies once your traffic grows a bit <3 They’re definitely worth it (I made more the 20x what I made with Adsense as soon as I switched, and it’s only continued to grow), but you can’t be accepted into their networks until you reach certain traffic thresholds <3

    1. Hi Michelle,

      It’s a process :p I cut into every cake I make for my videos, and usually do a taste test from the slice I cut! I then frost the exposed part part of the cut cake, and either give the cake away to my friends or my neighborhood police/fire station. I’ve tried donating to homeless shelters in my area, but they’re strict about what types of food they can serve! <3

    1. Hi Barbara! Happy you enjoyed this post 🙂 I think just trying to be as creative as you can, and sharing consistently! You don’t have to share something everyday, but picking a regular cadence and sticking to it helps. I also think trying new flavors and techniques can help draw people in 🙂 Hope that helps!!

  5. I love your enthusiasm and the passion to pursue your dream. I am just like you, I’m a taught self baker and been baking for almost 2 years now. You and amongst other bakers are such an inspiration to me. Because of all of you, I continue to do what I am passionate of. It’s hard to keep yourself motivated in life but when you see others who don’t stop at anything that’s what gives you that push. Keep doing what you’re doing chels. You are amazing in what you do. Thank you

    1. You are too sweet Kate! I think when you really love something, it also helps keep you motivated and helps you push through!! I don’t think I’d be able to do this if I didn’t really love baking and decorating cakes. It’s definitely a labor of love, but I wouldn’t have it any other way!!

      Thank you for the kind words, I hope you keep having fun in the kitchen too! 🙂

  6. Oh I so love this post. It really helps someone like me who would hope to be where you are one day! I also wouldn’t mind seeing a blog or something along the lines of how you go about developing a recipe such as finding a recipe and using that to create your very own recipe or creating content, especially for self taught as I believe you also self taught if I’m not mistaken. Maybe that side of business could help you with more revenue because I would absolutely pay for those!!!!!

      1. Hi Tabatha! It comes down to a lot of research and experimenting, and the ratios can vary based on the cake flavor, and texture that you’re after (i.e. sponge vs. butter cake). It’s a lot of work, but it’s definitely interesting!

    1. Hi Tabitha,

      I cut into every cake I make for my videos, and usually do a taste test from the slice I cut! I then frost the exposed part part of the cut cake, and either give the cake away to my friends or my neighborhood police/fire station. I’ve tried donating to homeless shelters in my area, but they’re strict about what types of food they can serve <3

    1. Hi Chelsea!

      Haha It’s a process 😛 I cut into every cake I make for my videos, and usually do a taste test from the slice I cut! I then frost the exposed part part of the cut cake, and either give the cake away to my friends or my neighborhood police/fire station. I’ve tried donating to homeless shelters in my area, but they’re strict about what types of food they can serve!

      I do work out a lot though! Haha more specifically I run a lot (I’m training for the Chicago marathon rn). It’s not the finished cakes/ cake slices I have issues with, it’s the cake tops/scraps that are always laying around when I’m decorating cakes. I can never resist them!!

    1. Hi Arya! Haha great question. I cut into every cake I make for my videos, and usually do a taste test from the slice I cut! I then frost the exposed part part of the cut cake, and either give the cake away to my friends or my neighborhood police/fire station. I’ve tried donating to homeless shelters in my area, but they’re strict about what types of food they can serve <3

  7. Wow it motivates me as a part time cake decorator! I would love to teach and quit my job to stay at home! God I just need a push! It’s scary for me i guess its that fear as well.

  8. I think you are amazing and truly talented Chelsea. Just read your business model and have great admiration for how you manage so many things!!! I am part time baker/caker, along with my sister in-law(@midnightcakers) and we are still very new to all of this. We follow you on Instagram. Love all your content and continue to learn so much more from people like you who are willing to share your passion, experiences and knowledge. Thanks for a great read and for sharing your thoughts ???

    1. Hi Shasta,

      You are too sweet! Thank you for the kind words and support! Wishing you and your sister-in-law the best of luck with your baking hustle!! 🙂

  9. You probably have a good reason for not doing this, but why not post your cakes on Craigslist and have people come pick them up in exchange for cash? Too dangerous?

  10. Hi Chelsea! I was super intrigued to read about your unique business model. I have been baking for a few years now. I just graduated college and am very passionate about what I went to school for but have always dreamed of making a living off of baking because it’s what I truly love to do. I am curious to know what your business model was when you first started out. What were things like when you first started selling cakes? How did you develop your clientele? Do you have any tips for how I could take my passion to the next level and get enough people to want me to bake for them? Also I love baking many different desserts, including cakes. Would you recommend that I create a list of items that I offer to customers to keep things simple or should I keep things open to what they want if I’m comfortable that I can execute? Thank you for your help and I appreciate any feedback you have to offer. You are truly an inspiration to me as a young baker with big goals!

    1. Hi Gabriella,

      My initial cake business grew a lot through word of mouth, and by sharing on social media. I think living in NYC helped a lot, because there are so many people here and so many companies.

      It really depends on how you want to structure your business. I really focused on custom cakes, and pretty much would make whatever someone wanted. I found I was able to charge more for custom cakes than having a menu of set flavors or cake designs. It also let me be more creative with my cakes.

      But if you want to focus more on volume, setting a menu is a great idea! I think overtime you realize what your want your business to be like, and it all kind of falls into place.

      I hope that helps, best of luck with your baking business <3

  11. Hi Chelsea! I’ve been following you since I got into baking only a little over a year ago. I work at a bakery now and I really enjoy it. I’ve also discovered I love creating baking content over taking orders and selling the things I make (I only like it at work; it always feels so stressful and not fun doing orders from home). It’s very inspiring to see you taking risk and pursuing baking in a non traditional way. Selling has seemed to be the most popular side hustle, but some of the other things you’ve listed here seems so much more appealing to me. So thanks for the ideas and just for being the great entrepreneur and baker you are!

  12. Hi Chelsey! I’ve read multiple times that you have collaborated with the Food Network, however I’ve never been able to find you in their page; I would love to see those collabs, do you post them in your blog as well or is there any other way to find them?

    1. Hi Valeria,

      If you google chelsweets Food Network, the videos of the cakes I’ve made for them will pop up <3 I usually also share them on my blog or instagram and tag the Food Network!

  13. I have always admired your honesty and the details you share about quitting your job and running your own business. I’ve often thought about making money with cake decorating but shy away from the idea because I think there’s not a lot of money there. Do you think you’ve made as much money with cakes as you did with your accounting job or more?
    I under if you choose not to answer this question.

Let me know what you think!