Small Business Saturday is Today

Today is Small Business Saturday, a day during which consumers are encouraged to "shop small" and patronize local retailers at a time when many people are starting their own small businesses.

Created by American Express, Small Business Saturday comes a day after Black Friday and a couple of days before Cyber Monday as a way to spotlight local outlets amid a sea of big business.

While many local businesses are longtime fixtures of Newtown, others  are recent additions, a strong trend across the country and region, industry observers said.

According to research released by Civic Ventures in California, more than 12 million people are considering starting their own business or non profit organization. In Western Connecticut, those numbers translate to 300 a year, according to the Western Connecticut Chapter of Score, a nonprofit association dedicated to helping small businesses.

While the interest is there, so is the risk with 70-percent of new businesses failing within two years, according Tom Longmeir, co-chairman of the association. While those numbers may seem daunting, plenty of people do succeed, and have found that pursuing their dreams was all they hoped it would be.

Finding your niche, being unique and knowing how to market your product can help even the most unlikely business become a success, according to Pam Ahtchi, of Newtown, a former teacher and current cookie master, who started small and has been able to find success.

“I brought my cookies to the networking groups, and I made corporate logo cookies, which Corporate America loved," she said. "It is a way for them to advertise or thank their clients. I entered contests and placed in the contests. Once I started to , the business just kept building.”

Ahtchi is a former educator, who lost her teaching certificates for pre-school, elementary and special education when she moved to Connecticut from New Jersey. Having enjoyed time in the kitchen since she was a young girl, she thought she might pursue a career in cooking.

Once fate pushed her into starting her new business, Cookie Wishes, Ahtchi did everything she could to become a success. 

“I did a lot of networking," she said. "I joined Business Networkers International, the Greater Valley Chamber, attended a lot of seminars, Entrepreneurial Womens network, Working Womens Forum in Sandy Hook, social media, word of mouth.”

Ahtchi's attention to details in her cookies, which are as artistic as they are precise, is complemented by her determination for perfection in all aspects of her venture.

“I had three websites before I was happy with it, and the same thing was true with the logo,” she said.

Ahtchi also attributed her success to being able to adapt as the economy changed.

“I recently expanded into the wedding business, which has gone very well," she said. "I was always able to change with the time and as my expertise developed, I pursued different directions.”

Warm and sincere customer service contributes to her recipe for success, she said.

“I do a lot of gratis orders and do a lot for non profits every year,” Ahtchi said.