At chocolate shop, lessons learned one year later

After studying to become a physician, David Fletcher decided to devote his life to chocolate.

In culinary school, Fletcher learned to create a diverse selection of sweets ­ranging from raspberry cupcakes to honey-flavored ice cream and hand-painted chocolates. He then decided to sell his creations in Bloomington and opened BLU Boy Chocolate Café and Cakery, 112 E. Kirkwood Ave.

Although his decision might seem risky and unconventional, Fletcher said he wouldn’t have it any other way.

“It’s a passion in my life,” he said. “And in life, you follow your heart.”

In mid-August, BLU Boy celebrated its one-year anniversary. Fletcher and his partner, Scott Jackman, said they’ve learned plenty in the past year about what it takes to run a business.

Fletcher and Jackman said prior experience is key to making a small business successful.

The two men honed their recipes and business acumen at their former cake shop and catering business called Blu Culinary Arts. 

Jackman now focuses on the finances and accounting of the business. He also works as an assistant director of student services at IU’s School of Public and Environmental Affairs.

“The challenge is to wear many hats,” Jackman said. “But the challenge is what I like.”

IU professor of economics and public policy Bruce Jaffee said Bloomington can be a good place to start a small business if the business provides a unique product, money and the right location. 

Without those elements, a business can fail within three years.

However, Jaffee said BLU Boy seems poised for future success.

“They came in with experience, passion and enthusiasm for what they’re doing,” he said. “They’re active owners.”

Even so, BLU Boy has its share of challenges, Fletcher said.

While he tries to buy most of the shop’s ingredients from local farms, nature doesn’t always cooperate. For example, sometimes he runs out of ingredients, or they don’t come in as planned.

In those situations, Fletcher stresses the need for flexible problem solving.

If he were to run out of raspberries to make a cake, for instance, he’d use blueberries instead.

“You have to be ready to create,” he said. “You have to deal with it. If I run out of raspberries, then that’s perfect.”

Other problems simply require a cool head.

During one busy week last summer, Fletcher had to fill a large corporate chocolate order even as the dishwashing machine repeatedly overflowed; a freezer’s drainage system froze up and started leaking, and the air conditioning system struggled to keep up.

“Rising to the occasion usually means nothing more than remaining calm and coordinating all the different technicians who have to come to the rescue,” Fletcher said in an e-mail.

A good staff can help, too.

Fletcher said his staff of six helps the business remain successful.

BLU Boy front counter clerk and junior Ian McCabe wears the shop’s slogan on a T-shirt that reads, “Without chocolate, there would be darkness and chaos.”

McCabe said all of the shop’s employees take time and care in their work.
“We have a lot of pride in what we do,” he said.

That kind of devotion to customers is challenging, Jafee said, but it can pay off.

“Retention of customers is almost impossible because (Bloomington) is a college town and a mobile community,” he said.

Jackman and Fletcher said BLU Boy already has a niche in clientele, from regular customers who just stop by for a coffee to customers who regularly place large orders for events. Word-of-mouth advertising also draws customers to the store.

Fletcher said he takes pride in his business, which helps BLU Boy triumph over difficult times.

“I’m passionate about what I do,” he said. “There’s a difference between running a business and running a passion with a business.”