I learned about Danielle Di Vecchio and her business, Biscotti di Vecchio through Crain’s story about online bakeries. Danielle had been making sinfully delicious biscotti for years and giving them away as gifts. Her grandmother taught her to make these traditional Italian cookies, a staple of every Italian kitchen. (Coming from an Italian family myself, my grandmother always had chocolate and vanilla biscotti for us to nibble on. I distinctly remember their scent and place in her kitchen.) Family and friends encouraged Danielle to form a business based on her baking hobby. Danielle's biscotti, made from the finest, all-natural ingredients, make perfect holiday gifts.
Christa - You were an actress prior to and during the startup of your business. Did your experience as an actress help you in your start-up? If so, how?
Danielle - My experience as an actress has been invaluable to me in starting the business and the business is a direct result of my acting career. All of my life’s experiences to this point have helped me immeasurably with the business. And, of course, having friends in the entertainment business has helped me in getting my story out there. I have always been a creative person and have needed an outlet to express that creativity. Acting, like baking, is an immediate gratification kind of thing – the audience either loves you or they don’t; they either like what you’ve made for them or they don’t. I listen, watch, and learn.
A dear friend of mine recently pointed out to me that baking and acting are about connecting people and creating a shared experience. My products and approach to nurturing and growing the business are a reflection of the way in which I do that – the integrity of the products, the quality, the attention to detail, the packaging. It’s very personal and intimate - as is acting.
Creating a product is similar to the trial and error approach of the process of acting. As an actor, making choices and taking chances are part of the creative process. When I’m creating a new biscotti variety, I have a pretty good idea of what I want to make and then through trial and error, testing and tasting, I eventually achieve my goal.
I love watching the expressions on the “taste testers” faces, hearing what they like and what they don’t like. A couple years ago, I was reading about the new chocolate craze and the different combinations that were becoming popular with artisanal chocolatiers. So, I thought about combining chili pepper and chocolate and created Cayenne Cherry Chocolate Chunk biscotti - the overall favorite and most successful of my biscotti to date! The right combination created the “shared experience” of enjoyment for the majority of my biscotti devotees.
Christa - Was there a specific experience that made you realize you wanted to start your own business?
Danielle - I’ve always been very creative and independent. I love creating something and seeing what happens as it evolves. I’ve worked in theater, television, and film and have also worked in corporate America. I’ve taken away a lot from every job I’ve ever held.
It was after the last Christmas holiday, in 2008, when, although the economy was bleak and the outlook not good, Biscotti di Vecchio had its best season ever. It was then that I realized that this could be a viable, full-time business. I have a wonderful repeat customer business and many wanted to know when I was going to offer them year-round and in stores. So, I took a deep breath and made the commitment to take it to the next level.
Christa - Did you feel any fear in starting your own business?
Danielle - Of course! There have been many moments of doubt and fear but I say bring it on! I love what I’m doing and I love my product and the moments of empowerment and success far outweigh the fear and doubt. I believe 100% in my product and what I’m doing and I can’t wait to see how far this biscotti business will go.
Christa - How did you balance the business and your acting career? What advice do you have for other entrepreneurs who are keeping another job while starting their own business?
Danielle - I’ve been switching gears daily for as long as I can remember. I would be working a full-time job and have 2 auditions in one day and a rehearsal at night. I’d make it work so that I kept my day job and did my best at the auditions and at the rehearsal.
It’s all about passion. If you want something badly enough you are going to make it happen. Take risks. Step outside of your comfort zone. Nobody ever got an acting job by thinking about it or had a play produced that was completed and filed away in a drawer. You have to believe in yourself 100% and be your own best cheerleader. If you don’t believe in your product, why would a stranger?
Christa - What are the top 3 things you did that made your business successful?
Danielle - Created a fantastic product, asked a lot of questions, and made a lot of mistakes.
Visit Biscotti di Vecchio at www.biscottidivecchio.com. You can also find Biscotti di Vecchio on Facebook.
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