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How a dessert company sweetened its success with new digital skills

Two long waffles on popsicle sticks are on carboard trays, help by a Black woman. They're covered in sweet toppings.

Introduction

Rowena Lutu, founder of On A Stick – a dessert business based in Hillingdon, West London – took part in our LONDON E-Business Support Programme to develop digital skills and create a powerful new strategy. 

The outcome has been very positive. By participating in our training sessions, Rowena increased her profile, which led to winning new clients. Here’s her story.

Background

On a Stick debuted in June 2023, after Rowena noticed a growing demand for live dessert experiences. Already an established baker of gluten-free waffle treats, she decided to create a mobile waffle-pop station.

Before signing up to our programme, Rowena struggled with digital marketing. She found it tough to produce regular LinkedIn content and tailor her brand messaging to the platform’s professional audience. Being a busy woman, Rowena also found generating fresh content and maintaining consistency difficult. 

All of this was hindering her progress.

A long waffle on a popsicle stick in a cardboard tray, covered in chocolate sauce, strawberries and biscotti crumbs

Help from our digital advisor

With guidance from our digital advisor, Rowena developed her digital marketing strategy across various platforms.

Before long, she was producing regular LinkedIn content. By using scheduling tools, Rowena developed a calendar which helped to streamline and accelerate her process. This allowed her to benefit from peak times for her food business, by scheduling content for key moments such as Halloween events, festive celebrations, and corporate Christmas parties.

Also, her improved website, LinkedIn and Instagram profiles and blog posts led to increased engagement with customers and her broader business networks. Rowena’s ramped-up Google Business Profile optimised her online profile. And she expanded her business network by joining a Facebook group.

By adding WhatsApp Business to her digital toolkit, she further improved customer engagement.

Furthermore, Rowena harnessed the power of QR codes for marketing and to simplify customer payments.

A selfie of a smiiling black woman wears large sunglasses, a white head scarf and a yellow blazer.
Rowena Lutu, owner of On A Stick

The outcome

Armed with a range of invaluable new digital skills, Rowena was able to pivot away from poorly performing opportunities such as markets with low footfall.

Instead, she now plans to work with customers, including corporate and wedding event planners, and office assistants and to give back at charity and school fundraising activities. 

Rowena quickly secured new bookings for Christmas 2024.

Her newly acquired marketing expertise is also enabling her to refine and highlight her high-quality products, which is also adding to On A Stick’s sustainability and success.

If you’d like free expert advice for your business, have a look at our programmes funded by the UK Shared Prosperity Fund.

All images by Rowena Lutu.

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