On this episode, we talk with Kristen Baileys, Co-Founder and CEO at Bake Eat Love Box (BEL Box), a subscription company that sends monthly boxes of ingredients to members to help them become better bakers.

The idea was born out of Kristen’s desire to become a better baker, something she admits she wasn’t very good at. She searched for a baking subscription service and couldn’t find one, so she decided to start one.

After doing her research in 2018, Kristen decided to use the Cratejoy platform, which was perfect for her needs at the time. Today the company runs on Shopify, which isn’t necessarily a subscription platform, but it fills her needs perfectly.

They started as a bootstrapped company and proudly remain bootstrapped to this day. That means tight budgets, and they rely on partnerships and SEO-driven PR for most of their marketing and customer acquisition efforts.

When they launched, Kristen thought their customer base would be females in their late 20s to early 40s. While that demographic does participate, a large segment of their customers are grandparents. The bottom line is the service isn’t about baking the desserts. It’s more about sharing the experience with friends and family.

Resources mentioned:

Bake Eat Love Box

Cratejoy

Shopify

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Building a Baking Subscription Business with Kristen Baileys at Bake Eat Love Box 29:16 Share

Subscriptions: Scaled - Online subscription services, Subscription business, SaaS subscriptions

Shownotes Transcript

Building a Baking Subscription Business with Kristen Baileys at Bake Eat Love Box