Conversations with the Inspiring Tomo Osawa

Today we’d like to introduce you to Tomo Osawa.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I paid dues in high-volume kitchens, restaurants, cafes, coffee shops, in Tokyo, Seattle and Los Angeles over the past 10 years. We came to Phoenix in 2013. I never thought of starting my own business. But, upon arriving in Arizona, I found out about the “baked and confectionery goods program.” Only a few states have a program like this that makes it easier to launch your own company. Also, I found a lack of bakery and pastry shops in Phoenix. I saw opportunity and the timing was right in that I had enough experience to know how to food cost, develop recipes and research what customers want to eat. After working in someone else’s kitchen for so many years, I had finally had enough. I want to make what I’m passionate about. I’ve been waiting for this moment for a long time.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Haha, it has not been a smooth road at all! It is a huge challenge to start your own business with no investors, partners, infrastructure, customers… nobody knew my name. Marketing was very foreign to me at first, too. Marketing I never had to think about when I was working in someone else’s kitchen. I could always bake for sure, but I never had to sell what I made. Talking to customers, like a lot of kitchen people, was also a challenge for me. Not just because of my natural tendency to be an introvert, but English is my second language and on top of that I sometimes struggle with the confidence to strike up a conversation. Getting involved in very public forums, such as the Farmers Market at Vincent’s, has been great for me, and has helped me slowly build my confidence in marketing to a large group of customers. It was tough to deal with the first couple years of starting my business. You get depressed when you try and try and try and run up against the same walls: “no thanks we already use someone else”; “you have great stuff, we’ll call you soon” (and they don’t). Many times, I was on the verge of just giving up and going back to stability, low pay and insane hours of a restaurant kitchen. Right about that time, I started getting good feedback, a little notoriety and I saw the ship starting to turn… finally. It was difficult, but I had to be patient and not give up.

Advice:
I’ve heard it all: be positive, be appreciative, take it step-by-step, and so on… I agree with all of that but I think most people have already heard these things and are probably instinctively accepted by most of us in our daily lives. Personally, the most valuable thing I’ve found is BE CONSISTENT! Especially in a career situation, being consistent is very important. Have a style that is yours and sticks to it in your work, attitude, goals, responsiveness, etc. No matter how difficult of a time you’re having or how successful you are, your work shouldn’t change. Through good and bad times, the quality should remain the same. In business, your image is everything; what people think of you is everything. There will always be dozens of competitors doing something very similar. Your dedication and consistency are what will make you stand out from the pack. The one who outworks everyone else will survive and thrive.

What should we know about 350 BAKED? What do you guys do best? What sets you apart from the competition?
I make French-based pastries with a twist; I use a lot of different herbs and spices and in my products. (And for adults I infuse the pastries with innovative alcohol combinations.) I love pairing pastries with coffee, tea, and cocktails. Pairing food with drink and combining disparate yet complementary elements in pasties are my specialties. Lately, I’ve been making what I call “power snacks” for gyms, yoga studios and anyone with active on-the-go lifestyles. It’s a plant-based snack with high-nutrient ingredients. I wanted to invent snacks that customers can eat every day to boost their physical energy and brain activity. I think what I’m doing is very unique to Phoenix.

Who do you look up to? How have they inspired you?
One of my good friends who became a nurse while she was pregnant her 2nd child… I was like wow, how do you do that! I was just impressed and motivated by her in so many ways. Her energy, her passion, responsibility… she just handled everything so well. I’m always inspired by people who balance great challenges in their professional and personal lives.

Contact Info:

• Website: www.350baked.com
• Email: tomo350baked@gmail.com
• Instagram: @350baked
• Facebook: www.facebook.com/tomosflavorintensity

Image Credit:
350 Baked

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