Nelly GarciaRocheli PatisserieColle

Nelly Garcia
Rocheli Patisserie
College: Brigham Young University
What is the nature of your business idea?
It all started in 2011 when I visited my hometown (Monterrey, Mexico) between school semesters. I had been attending pastry school and taking cake decorating classes for four years in different cities: New York, Chicago, Las Vegas and Austin. I posted pictures of my work online, and on this particular trip my friends, family and people I had never met asked me to teach them how to make cakes the way I did. There are several culinary institutes in Mexico, but none have teachers with the skills necessary for this particular type of cake decorating.
That's how the idea came to me to have an online school to teach people from all over the world the art of cake decorating (I am fluent in English, Spanish, French and learning Italian). I would have classes for different skill levels, short tutorials in different languages, and an online shop to buy supplies. I plan to invite celebrity chefs and instructors from major pastry schools (some from China, India, Germany and Russia) to teach online courses, which means I can add more languages and reach more students. If students cannot travel to school, I will bring school to them in an accessible, convenient and affordable manner.
What is your company’s mission statement?
It is the mission of Rocheli Patisserie to provide online cake decorating classes and baking supplies from world-class chefs to students all over the world.

What is your target market?
According to a social media page, which I use to expose examples of my school work, I get the following statistics:
- Gender and Age: 57.8% of my followers are women from 18-34 years old.
- Countries: My top five are USA, Mexico, Spain, Argentina and Brazil
- Cities: The top cities are Mexico City, Monterrey Mexico, San Antonio TX, and Austin TX
- Top Languages: Spanish, English, and Portuguese

Therefore my target market will be women between the ages of 18-34 years old, computer savvy, medium income level, housewives for the most part, mostly Latinas, and who enjoy cooking and baking for personal use of for a home based business. The plan is then to advertise and reach most of Latin America, Europe and Asia. The average cost per class or tutorial is $45.00 (compared to $900 in U.S. pastry schools in USA not including trip or housing). And most classes will be available in at least 5 languages to choose from: English, Spanish, French, Mandarin and Portuguese.