I hate to admit this, but I was surfing Allbusiness.com to look at my brother Tyler McKenzie’s blog on real estate, when I noticed an article about a new trend in rental kitchens, as well as an article on catering.
I am catering a party this weekend in Napa Valley for some clients who are spending in excess of $20.000 for a buffet meal for sixty. One of those high pressure, we will give you the job, but if you screw it up, your ass is mine kind of deals.
I have been going through this all my life. People give me lots of money to do what I do and subtly threaten me at the same time. Or maybe it’s not my clients at all. Maybe I see the forty million dollar home with a kitchen far better than I could ever dream of having and I put the pressure on myself to impress.
Either way, after over thirty years of catering to some of the richest and most well known people on the planet, I still get nervous. This I think is a good thing. It’s like riding a motor cycle. The day you realize that you are not afraid of going 100 miles an hour on the freeway with nothing to protect you, its time to sell the bike.
Currently I am in a great situation. I am renting a small office which is attached to a well outfitted professional kitchen. I need the office to write, because I have two young daughters at home, who will stop at nothing to keep me from working.
When I need to rent some kitchen space for my events, which I try to keep down to a minimum of high end only type deals, I can rent the space for my needs. What this does for me, is allow me to be legal, while at the same time I do not have to invest a small fortune to create my own space.
I am a small business owner, who believe it or not intends to remain small. I am not looking to have the next largest catering company in the Wine Country. In fact it’s just the opposite. I have my target market of people who love food and are willing to spend money on it, and the rest I leave for anyone else.
I believe it is very important to have a vision for who you want to serve when you create a business and then stick to your guns. Sure I could do box lunches and fruit platters to pay the bills. But for me with my training, there is no life in that. I would rather make less money and enjoy a little free time.
The days for me are gone where I am willing to break my back for a dime, when I can relax for a dollar. I have paid my dues, thirty five years of it to be exact. Its time for me to trust that by focusing on what I do best with confidence and faith, work will come my way.