Meet Laura Nielsen of Lolo’s Desserts, food blogger and recipe developer based out of my home city, Omaha, Nebraska.
Laura is an accidental entrepreneur. Her business was founded out of a simple need for a distraction.
She was walking through a very difficult life season. First, her dad developed a brain tumor and spent hundreds of hours in the hospital. Second, she and her husband of six years wanted a baby, and nature was not cooperating.
After years of struggle, the couple decided to invest in IVF. Wrought with anxiety and a need for patience, Laura needed a new hobby. She had always been the entertainer, the dinner party hostess, the friend everyone wanted to cook for them. So she decided to marry that passion by creating a catering business.
She didn’t set out to change her career or even create a passive income stream.
But a catering company required nights and weekends. That wasn’t particularly the dream Laura wanted to build. She loved and still loves her 9-5 as a home health nurse liaison. She works to ensure children who are leaving the hospital have all of the supplies they need to stay safe at home.
With a curiosity for Instagram and blogging, Laura decided to sign up for some photography classes and start playing with her food more! She was ecstatic to have this creative outlet and learn some new trades.
Her photography, now stellar, is part a product of the photography coach, Sam Adler of Frosting & Fettuccine. Once Laura got confident in her food photography skills, she realized she had an income stream on her hands. She connected with social media coach, Chelsea Wessman and food business coach, Jamie Silva of a Sassy Spoon.
Now, Laura was confident she had the skills, talent, and support to create a real business! And the business started to snowball. She started getting feedback from followers who weren’t related to her! That was the spot where she realized, okayyyyy this could be legit!!
The food blogging industry is fascinating! Lolo’s Desserts has multiple revenue streams such as advertising revenue from ads on her website, affiliate marketing, product sales, and brand partnerships!
Currently, she’s working with many brands that you would recognize like:
They partner with Laura to create recipes and photos around their food brands and then for her to blog and talk about them on her social channels! And you must check out her Instagram because these photos are DROOL WORTHY and she does these brands so proud.
She also has published several cookbooks, which she sells on her website. Go buy them and make the Sausage and Zucchini Stovetop Casserole. Your family will thank you!
At this point, Laura is really starting to dream about what this business could mean. She realizes it may make sense to go full-time. Her husband is amused and excited by how quickly this hobby snowballed and feels both lucky and resentful that his house is always full of beautiful and delicious food!
She sees several awesome paths for what’s next. She’s considering a rebrand since she’s expanded so far outside of sweets recipes. Her focus is really landing on delicious but fast, accessible, and easy recipes for the working family – OH, HEY, GIRL, YOU FIT HERE!
The Impact of COVID on Lolo’s Desserts
Laura shared that her website traffic has gone up over 50 percent since COVID started. People are searching for recipes more than ever before.
Additionally, since her job allows her to work remotely due to COVID, she’s also found much more time to invest in the growth of her business by losing that commute.
Laura’s Favorite Recipes:
Dinner – Instant Pot Meatloaf
Dessert – Fruity Pebble Rice Krispie Treats
Laura’s Advice to Aspiring Entrepreneurs:
Just get stuff out there. It doesn’t have to be perfect. You can change. You can pivot. That’s how you learn. Be consistent. You learn every time you try something.
Done is better than perfect.
One last thing, yes Laura and Dave were successful in their IVF journey. Their daughter, Leah, is a great mommy’s helper with the Lolo’s Desserts business. Go check out many more pictures of Laura & Leah as well as a whole website packed full of accessible and delicious recipes.
What do you think of the food blogging industry? Have you been tempted to launch a blog? What questions do you have for Laura? Comment below!!