Small Business SPOTLIGHT: Expressive Fortunes

Stephanie Benner used to help dress fashion models. Now she hopes to make her fortune dipping oversized fortune cookies in a dressing of chocolate.

The owner of the cookie design company Expressive Fortunes in Fallbrook, Benner translated her gift-giving idea of decorating cookies for friends and family members into a fulltime business in December 2003.

Today, her partnership with a Los Angeles bakery that delivers the large fortune cookies to Fallbrook, where Benner and her three employees decorate and wrap the cookies, has provided a sweet return.

In 2004, Benner reported sales of $86,000, up from $65,000 in the first year.

Her biggest client is the Candy Bouquet franchise, which retails the cookies nationwide, she said.

Benner also travels with the Harvest Festival, an organizational arts and crafts festival, about 15 times a year to Northern California and outside California.

RESUME

Name: Stephanie Benner.

Title: Owner.

Company: Expressive Fortunes.

Address: 550 Industrial Way, Unit B, Fallbrook 92028.

Phone: [phone] or [phone].

Founded: December 2003.

Prior experience: Pottery and Stuff, an online business I ran from 1998 through 2003. I sold the business for personal reasons.

Average hours worked weekly: 40 to 60.

Source of startup capital: Small-business loan of $25,000.

2004 revenue: $86,000.

2003 revenue: $65,000.

Number of employees: 3.

Web site: www.expressivefortunes.com.

BACKGROUND

Born: Oct. 31, 1964, in Huntington Beach.

Education: Associate degree in fashion merchandising from the Fashion Institute of Design and Merchandising in Los Angeles in 1986.

Residence: Fallbrook.

Family: Three boys: Davis, 11, Nathan, 10, and Landon, 8.

Hobbies: Hanging out with my kids.

JUDGMENT CALLS

Reason for getting into the business: I was completely burned out on my pottery business and decided it was time for a career change.

How I plan to grow the business: Through further marketing and advertising efforts. I also plan to add other gourmet food lines. Biggest plus of business ownership: Flexibility to pick up my boys from school every day and take them to their afterschool activities, baseball, roller hockey, etc.

Biggest drawback: I can't just take a day off.

Biggest business strength: I'm a perfectionist.

Biggest business weakness: Because I'm a perfectionist, I don't delegate as much as I should.

Biggest risk: Putting money into advertising and marketing when you don't always know what the return is going to be.

Smartest business decision: Learning how to delegate, such as handing off marketing to the experts.

Biggest business mistake: Focusing on one customer.

Toughest career decision: Choosing a business that meant a lot of traveling to grow my business. The time spent away from my family has been a huge sacrifice, but it's finally beginning to pay off.

Biggest ongoing challenge: Balancing home life with a busy business schedule.

The most important part of my business: Maintaining a quality product while experiencing growing pains.

My business works best when: There are no quirks in the production department. Hot weather can cause me some serious grief with shipping and production. My business works best when the weather is cooler!

How your business has changed throughout the years: In the short time that I've been in business, Expressive Fortunes has seen a slow, but steady growth.

Best way to stay competitive: Produce a quality, great tasting product. If you lose your quality, you lose everything. Good customer service will always get you places.

How you measure success: Set goals and enjoy the process of reaching those goals while balancing a happy, healthy home life.

GOALS

Goals yet to be achieved: Get to a point where I can leave the office by 5 p.m. every day and don't work weekends.

My five-year business plan: Triple my 2004 income.

I would sell my business only if: Someone offered me the right price.

Guiding principles: Maintain a quality product and offer great customer service.

Most admired entrepreneur: Anybody who has the ability to successfully balance owning a business and a healthy, happy home life.

Important lessons learned: Always ask for help when you need it and accept it when it's offered.

Advice for those looking to go into business: Know that it takes more effort than you imagined and make sure others have the same expectations that you do.