Blondie and the Sharks
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Brenda “Blondie” Coffman started her baking business in the kitchen of Married Student Housing apartment at Indiana State University in 1984. Twenty-six years and twelve stores later, on Friday the 13th in April 2012, sharks circled the cookie maven. Right there on ABC television. Despite the smiles and compliments upon sampling her baked goods, a scent of the death of a deal filled the Shark Tank. The proposed 3% stake in exchange for a $200,000 investment in Blondie’s handcrafted cookie business was about to crumble. |
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Diverting the billionaire/millionaire entrepreneurs of ABC’s popular Shark Tank, Blondie mentioned her 2.3 million dollars in sales in 2011. The sharks attacked. They pointed to the lagging sales in her newly opened Florida stores and bank loan debt of $800,000. (Due to her straying away from her Indiana home base.) |
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In the end, none of the sharks were willing to invest. And billionaire, Mark Cuban, owner of the Dallas Mavericks basketball team (as well as Landmark Theatres and Magnolia Pictures) confessed his fear of Blondie. He’d have to go to the gym for a three hours daily workout if continuously exposed to her cookies. (As a former Dancing with the Stars contestant, I’m surprised he didn’t mention a more fun method of “cha-cha-chaing” away sweets.) |
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The sharks with their sharp business skills acknowledged, however, that with Brenda Coffman at the helm, Blondie’s Cookies owns two huge assets. Number One: Her hug-from-mom homemade cookies (soft shortbread circles frosted with buttercream and sprinkled with rainbow-colored sugars, fudgy brownies and more!) Two: Her bubbly smile and personality. |
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And if actions speak louder than words, it appears Brenda Coffman is a woman with a huge heart. Ten percent discounts are given to military personnel and college students. All unsold product is donated to those in need in the community. Now, that’s a way to win friends and influence people and attract customers to your store. Don’t you think? |
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I met Tanya, the main cookie maker at the Blondie’s Cookies in Sarasota. I can only assume she is an extension of her employer’s priorities: loving people, cookies and profit. Cheery, professional and proud of her product, Tanya offered samples and answered questions with a genuine smile. She also explained that her boss visits frequently. |
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One bite into Blondie’s bestselling Sprinkles confirms that quality control is not an issue. My favorite is her vanilla shortbread slathered with buttercream frosting. The cookie is buttery, not greasy. The shortbread is super soft and topped with just the right amount of sweet icing. The kind where nostalgic childhood memories of licking the beaters on the mixer for the cake-frosting bowl kick in. |
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My father, who lives in Florida, made Blondie’s second bestseller “White Chocolate Mac” (short for Macadamia) and third most popular Koko Swirl (a chocolate cookie smothered with frosting) vanish faster than a rabbit disappearing into a magician’s hat. “Excellent” was the pronouncement upon consumption. (Mind you this is a man who has traveled the world, tasting the fine cuisine of Maxim de Paris, Trader Vic’s and other five-star establishments.) He was also partial to Blondie’s Chocolate Chip Cookies. According to Tanya at the Sarasota store, the demand for the American classic never dies. |
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So, Brenda Coffman’s first go-round on TV resulted in rejection from the entrepreneurs on Shark Tank. But with her magical combination of handcrafted baked goods, bubbly charm and huge heart, the sharks may circle Blondie again; taking a huge bite into her phenomenal cookie business. She only needs a little time and a few more Floridian customers. By the way, Brenda Coffman is already capitalizing on her appearance on TV with a Blondie’s Shark Box Assortment that contains all of her bestsellers. |
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© ™ Watkinson 2012 |
Wishing you the love baked into Blondie’s Cookies. The Ninja Baker |
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