San Mateo SBDC
After-School Snack Attack
“The San Mateo SBDC provided critical support during my transition into entrepreneurship. Despite my extensive management background, the technical requirements of owning a food business—such as navigating licensing, legal kitchen requirements, and digital marketing—were entirely new to me.
The SBDC webinars and 1:1 advising sessions provided the foundational knowledge necessary to launch with confidence. My SBDC advisor offered deep industry expertise that was particularly beneficial when I needed to optimize my supply chain and navigate complex regulatory standards.”
Photo Credit: Rebecca Hodges
About Business
After-School Snack Attack is a fully licensed cottage food bakery in San Mateo County that specializes in small-batch, scratch-made baked goods. Michelle Nayfack started the business in 2023 to spread joy to her local San Carlos community by focusing on childhood favorites—such as cookies, brownies, and toaster pastries—reinvented with modern twists. The business model includes an “always-evolving” menu offered via online ordering, monthly pop-up events, and catering for private events.
Michelle transitioned to entrepreneurship after a 20-year career in public education research, where she served as a teacher and school board member. During the pandemic, what started as a hobby and a love of creativity in the kitchen grew organically into a business venture. She began by giving baked goods to friends and neighbors; the “sweet feedback” she received encouraged her to test the concept further. Within a year, her hobby had successfully transformed into a professional venture. As Michelle says, “Now, supporting public schools is my hobby and baking gets to be my job.”
Challenge
The primary challenge currently involves the complexities of operating as a solo entrepreneur. Managing the full spectrum of operations—from recipe development and production to accounting and marketing—requires constant strategic balancing.
Earlier in the business lifecycle, Michelle faced significant regulatory hurdles regarding her initial permit application. Additionally, as order volumes increased, she had to re-evaluate her production and packaging methods to maintain efficiency and health department standards without compromising the artisanal quality of the brand.
Gameplan
The most significant catalyst for the bakery’s growth has been the 1:1 business advising. This personalized approach allowed for a tailored strategy to address specific operational hurdles. Working closely with an SBDC Advisor, Michelle successfully navigated challenges in sourcing bulk ingredients and received expert guidance on licensing, permits, business planning, and marketing strategies.
Results
Michelle has achieved consistent growth since her 2024 launch. She successfully transitioned from a concept phase to a fully operational, licensed entity. Navigated the complex permit process by providing technical evidence to the Health Department, securing full operational status. Optimized her procurement process by identifying bulk suppliers and implementing professional food-costing software to ensure healthy margins. In 2025, she successfully exceeded her initial performance goals and increased her brand visibility through features in two regional publications. She established a professional online identity and social media strategy that effectively communicates the brand’s story to her customer base. As of February 2026, the business celebrates two years of successful service to the community, having reached a stable and sustainable operational state.
