Permanent retail space proves rewarding for Oconto baker Heidi Reed

Tina Dettman-Bielefeldt
For USA TODAY NETWORK-Wisconsin
It took about six months for Heidi Reed to renovate a space in downtown Oconto for a bricks-and-mortar location for her Chocolate Cow Bakery.

Just more than a year ago, Heidi Reed of Oconto was busy trying to establish her new business, Chocolate Cow Bakery. 

She purchased a mobile kitchen and her business model called for a slow launch to test the market. After making the rounds of farmers markets and festivals, she found the business building a loyal clientele. It wasn’t long before a decision was made to sell the trailer and open a bricks-and-mortar location in Oconto.

“We were becoming too big with the fairs and flea markets along with special orders,” Reed said. “We decided to open a retail space because I wanted to be able to share my love of desserts and food with more people.”

It took about six months to renovate a space in downtown, and Reed, a former SCORE client, turned to the Oconto County Economic Development Corporation for help. Paul Ehrfurth and Mike Mathews of OCEDC were instrumental in helping her throughout the process. In addition to providing economic support, they assisted in reviewing her business plan.

“I needed to figure out where I wanted to go with the business and how it was going to work financially," Reed said. "They would look at my business plan and I’d go back home and tweak it. They helped me drill it down and look at it line by line.”

As with most entrepreneurs, Reed thought financial projections were the most difficult aspect. 

“I never had a retail space before and didn’t know what the numbers might look like,” she said.

Once the space was selected and renovations were underway, Reed’s goal was to create a relaxing environment with free Wi-Fi and a book nook. She studied colors and selected calming greens and neutrals. In keeping with the business name, cow décor was added. 

The menu was planned with emphasis on cupcakes; there are four to seven flavors every day. Specialties like pies, cookies and coffee cakes are also featured. Reed is also known for making custom cakes for weddings and other special events. 

Although she opened only a few months ago and a grand opening isn’t planned yet, she has been thrilled with the reaction, and since she is the only bakery in Oconto, so are her customers.

“We have all different types of customers now; not only those who go to farmers markets and events," she said. "People just walk in — those on lunch breaks, stay-at-home moms and dads, and anyone who loves bakery.  I see new people who I’ve never seen before.”

She stays in touch with those customers via social media and has 700 followers on Facebook. That, along with listening to customers in the shop, results in additions to the menu. 

“Today, I added doughnuts because there were so many people asking for them,” she said. “I’m never quite sure if things will fly, but if it doesn’t, I take it off the menu. I take every person’s suggestion to heart; they are asking for a reason.”

Sandwiches or a quick lunch menu have been requested, and Reed will add that in the coming months. She is also hoping to make candy, but time is a major issue. She kept her other job and works an average of 18 hours a day. Yet, she’s not complaining.

Heidi Reed of Oconto loves 'every second' of working at her business, Chocolate Cow Bakery.

“I love every second of this — it just makes my day," she said. "I get in at 3 or 3:30 a.m. to bake and am excited to get started. As long as you have a passion for what you do, you don’t notice the time. I love both of my jobs.”

The mother of two teenage daughters has help from friends and family as she builds the business. Although the hours are extreme, Reed says that if a person loves their business, they won’t mind the hard work. 

“If you are starting a business, you just need to make sure that you know what you’re in for. Go into it with your eyes wide open; you have to be 100 percent committed,” she said.

Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.