When Lisa Watson and her husband were on a trip to Canada six years ago, they stumbled across a small cupcake shop and immediately decided that Portland needed one. Lisa had worked in the food industry since she was in college, both in restaurants and with food distributors, but had never owned her own business before. It took a few more years, some determination, and a lot of planning, but in July of 2007 they opened Cupcake Jones in Portland’s Pearl District. They specialize in delicious filled cupcakes, made from the best local, all-natural ingredients.

But the road to Cupcake Jones wasn’t quick and easy for Lisa. After getting laid off from Sara Lee four years ago, she decided it was time to fulfill her dream of owning a cupcake shop. To get started, she did not just rely on her extensive food industry experience. Lisa hired a consultant who had started a chain of bakeries from the ground up and then moved into consulting. They worked together for over a year to write her business plan and keep her moving towards her goal. She also hired a bakery consultant who taught her and her husband about baking and bakery business skills. Most importantly, they had the support of a network of family and friends with unique talents, like a photographer, a graphic designer, and those who helped wash dishes and get the store organized to open.

Lisa also was thrilled at the support she got from the Native American community. When Cupcake Jones was first opened, she was featured in her tribal newsletter, Grande Ronde’s Smoke Signal.  She had many customers come into the shop and tell her they had read about her and wanted to support her. She says she feels honored and is glad that the Native community is so vocal about supporting its own.

Though she loves owning her own business because it is something she created from the ground up, she admits it is tough to maintain a work-life balance, despite her wonderful staff. “My husband and I joke that we have no lives but the bakery,” she says, “you want the business to be successful and the rest sort of falls along the wayside.” In the retail business, she says you need to have to keep your spirits up if you have a slow day, especially in this economy, and that can be challenging. Lisa stays upbeat because she loves that her business is completely her own unique idea, not a franchise or a copy. It has its own identity, and she is proud of that.

For other Native Americans who want to go into business, Lisa recommends taking it slow, seeing what resources are available, and having a detailed, thoughtful business plan. When starting Cupcake Jones, she got referrals from ONABEN and researched loans and programs available for women and minorities. She and her husband also spent over a year writing and researching their business plan, which was complimented by the Small Business Administration loan officer they met with. Lisa also advises potential entrepreneurs to keep their eyes on their dreams and avoid getting discouraged, and to rely on family and friends.

If you would like to contact Lisa, or to stop by Cupcake Jones:
307 NW 10th Ave. Portland, OR 97209
www.cupcakejones.net
503.222.4404

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