While completing a Biomedical Science degree in the UK, the onset of the pandemic prompted Felicia Leow’s return to Malaysia for her virtual exams.
With some spare time on hand, she started Tiny Afters as a passion project to generate additional income.
Initially, the business focused on selling cakes. However, the COVID-19 lockdown posed a unique challenge: consumers were less inclined to purchase whole cakes due to the lack of large celebrations and gatherings.
This realisation led to a pivot towards tarts, inspired by Felicia’s mother, who used to bake them for guests during childhood.
“My mum taught me the importance of baking tart pastry from scratch, and that emotional connection played a significant role in shaping Tiny Afters,” she told Vulcan Post.
Banker by day, baker by night
Before fully committing to Tiny Afters, she balanced a demanding job at UOB Asset Management with the burgeoning baking business.
Her routine consisted of waking up at 5AM to bake before heading to work at 7.30AM, then returning home to continue baking from 8PM to midnight. Public holidays, festive seasons, and weekends often meant peak orders for the business, and Felicia would dedicate all her available time to baking.
Keeping up the routine of being a banker by day and baker by night was gruelling.
But Felicia believes that much like many other bakers, the positive feedback from customers is what makes the endeavour rewarding. The appreciation from customers keeps the Tiny Afters team motivated to bake more tarts, aiming to reach and delight more people with their products.
Growing the business with nostalgic flavours
From July 2020 to November 2022, Tiny Afters operated from home, offering tarts and a minimal amount of cakes while the founder juggled a full-time job. By December 2022, Tiny Afters had established a dedicated kitchen in Petaling Jaya.
The decision to go full-time with the business was driven by the realisation that the baking side hustle provided more financial rewards and personal fulfilment than the corporate job.
“I always thought of building something for myself. It was just a matter of saving enough money to set up the business formally and establish our own kitchen,” explained Felicia.
“I also felt like this was the perfect time for me since I’m young and not tied to any commitments. Hence, even if things didn’t go as planned, I knew I had something to fall on, I could return to the workforce and start anew. So it was a natural move for me.”
The initial tart offerings were based on nostalgic flavours like blueberry cheese tarts and fruit tarts, reminiscent of the founder’s childhood.
Over time, the menu expanded to include popular and in-demand flavours such as matcha and pistachio.
Seasonal specials like pandan coconut tart for Hari Raya, taro tart for Mother’s Day, and Musang King Durian tart for Father’s Day added a fun and experimental twist to the lineup.
Prices for the mini fruit tarts start at RM55 for 16 pieces and can go up to RM110 for 36 pieces with mix-and-match options. On the other hand, flavours like matcha and chocolate tarts are priced at RM60. They also offer sets for 30 to 50 pax.
On good days, Tiny Afters bakes over 1,000 pieces of tarts per day, selling an average of 12,000 to 20,000 pieces per month, the founder shared.
Overcoming challenges
Tart businesses are a dime a dozen. Ever since the pandemic, many home bakers have launched their own versions of tart businesses, ranging from traditional tarts to more luxurious variations adorned with edible flowers, gold flakes, or intricately piped cream.
In such a saturated market, Tiny Afters has managed to carve out its niche by focusing on nostalgic flavours and continually innovating with new offerings, which has sustained them in the industry for four years.
One of the main challenges faced early on was the time-consuming process of making tart pastry by hand. Given the small size of the mini tarts, this process was inefficient.
The introduction of a tart presser significantly improved efficiency, saving time and energy while ensuring a consistent thickness for the tart pastry.
Including Felicia, Tiny Afters operates with a small team of six: three full-time bakers, a contract staff for deliveries, and an intern. Part-timers are hired on busier days to help manage the workload.
However, the biggest challenge for Tiny Afters now is keeping up with tart production. The commitment to making fresh tarts each day can be demanding for the small team.
Mornings in the kitchen are particularly hectic, ensuring all orders are ready for delivery by 10.30AM.
As the business grows, finding the right people to help manage increased demand while maintaining quality standards will be crucial. Tiny Afters has had the privilege of serving clients like OPPO, CIMB, Volvo Cars, AIA, and Permodalan Nasional Berhad (PNB).
Bootstrapped from the start, the founder invested RM70,000 into the business, covering legal setup, space rental, and kitchen renovation.
She was happy to report that business has become profitable, generating between RM 35,000 and RM 50,000 per month.
But money isn’t everything. Reflecting on the journey, Felicia is most proud of the community she’s built around Tiny Afters. Seeing loyal customers return and spread the word has been incredibly rewarding.
Plans and advice for aspiring entrepreneurs
Tiny Afters plans to maintain its focus on tarts, aiming to expand its reach by establishing a retail presence around the Klang Valley.
“Currently, since our business model operates online and only on a pre-order basis, this causes us to have limitations in the customers we can serve per day,” she noted.
This expansion can enhance customer satisfaction and drive growth by giving more people the opportunity to experience their freshly made tarts on demand.
Tiny Afters is an example of how a simple passion project can evolve into a successful business with dedication, hard work, and a commitment to quality. As they continue to grow, Tiny Afters is set to sweeten more lives with their delightful tarts.
Felicia offers valuable advice for those considering a career change and embarking on the journey of starting their own business.
One of her key recommendations is to take calculated risks before leaping into something.
“Understand that not every venture has a perfect start, setbacks are part of the journey. Hence, if you are leaping, ensure you have sufficient financial support to help you remain resilient during your entrepreneurial journey.”
“Remember, not every slow period in your business is necessarily negative. Utilise that time as an opportunity to refine your processes and strategies. This way, when you do take off, you’ll be positioned to grow even faster,” she added.
- You can learn more about Tiny Afters here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Tiny Afters