Starting From Scratch
When she first began her baking business in 2019, Keri Mertens quickly discovered the challenges of running a food business in a family kitchen. Between preparing meals, managing a household, and working around children and pets, producing baked goods at a larger scale became problematic. Instead of giving up, Keri decided to start from scratch and build a new commercial kitchen.
That decision led to the opening of Pi Bakery. Customers can place orders online or find Pi Bakery products at farmers markets and local businesses including Beyond Crafty in Monroe and Bullwinkle’s in Brodhead.
Discovering entrepreneurial resources
Creating a commercial kitchen came with a host of legal challenges and costs. Keri and her family built the kitchen during a home renovation, requiring her to navigate Department of Agriculture, Trade, and Consumer Protection (DATCP) licensing requirements and invest in commercial equipment, including six sinks, a large mixer, a dough sheeter, a double-decker convection oven, a refrigerator, and a freezer.
Working with consultant Nora Roughen-Schmidt at the Southwest Wisconsin Small Business Development Center (SBDC) gave Keri a resource to develop a business plan and get questions answered along her journey. She also participated in a local small business series and pitch competition, where she placed third and was awarded a $500 prize. “It was an experience that helped me better understand the financial side of the business and develop my specific numbers and projections. It was also good practice to get up in front of people and become more comfortable presenting my ideas,” Keri said.
Hear Keri describe the benefits of working with Nora at the SBDC
Accomplishments with SBDC:
- Licensing
- Business plan
- Resources
For aspiring entrepreneurs, Keri’s advice is straightforward: learn as much as possible about bookkeeping processes and the financial side of business ownership. “You don’t need to know everything,” she said. “But there’s a big learning curve.”
Keri also worked with a mentor at SCORE, who provided business strategy insights, and she participated in the Digital Marketing Clinic offered through the SBDC, where she received help improving her website and developing ideas for social media and content.
A Willingness to Try New Things
The support has complemented Keri’s willingness to learn and experiment. She has made products she had never attempted before—including tiramisu and éclairs—and continues to develop new ideas. She is currently attempting savory galettes and pie pops to bring to the menu.
Her path to becoming a baker was itself unconventional. Keri earned a bachelor’s degree in mathematics and originally planned to become a teacher. Her love of math even inspired the name for Pi Bakery. She later earned a culinary degree from Blackhawk Technical College, completing the program over six years while balancing children, COVID-19, and other demands of life.
Listen to Keri describe her dedication to culinary education
Measuring success
Today, Keri sees repeat customers as one of her biggest measures of success. When customers enjoy a sweet dessert or a savory pie enough to return, or when customers recommend PI Bakery to others, Keri knows the business is moving in the right direction.
She is also finding ways to give back to the community, donating pies and cookies to local events and organizations. Keri hopes to expand into more local stores and restaurants and eventually offer shipping for her products. “The logistics on shipping savory pasties and other frozen items are complicated, but I strive to find the best method for sending these products.”
Keri’s journey with Pi Bakery demonstrates that overcoming obstacles doesn’t always mean taking the most direct route. Sometimes it means recognizing when something isn’t working, finding another way forward, asking for help, and continuing to learn along the way.
For Pi Bakery, starting from scratch was just the beginning.
Published October 2026