TELUS recently challenged entrepreneurs to share their best to-the-point and convincing elevator pitch for a chance to win one of two business productivity prize packs. With more than 100 submissions, Jordan D’Amico’s pitch was one of the top finalists.

Who believes a cupcake is simply a small cake? Not Jordan D’Amico. The 21-year-old Carleton University launched his online boutique, I’m With Cupcake in July 2011, with the premise that cupcakes aren’t just food, they can be a movement. He sells cupcake-themed products as well as party and baking supplies, cosmetics, and fun home décor, while working towards his B.A. in human rights.

1. Let’s start by talking about the process of coming up with the pitch – small businesses struggle with this.

D’Amico: I thought there are so many amazing online businesses. What will capture people’s attention? So why not redefine the word ‘cupcake’ to mean more than just everyone’s favourite dessert? Here, cupcake means anything cute, fun, kitsch, and clever.

2. How did you test your pitch? How do you know it does your company and product justice?

I don’t mean to be blasé but I went with my gut. My vision was products that people use everyday but with a new, fun twist and that you might not find in stores. I looked at competitors’ businesses to see how their products were selling and read reactions to products on the comments pages.

3. When did you start using social media? And how do you measure the success of those initiatives?

D’Amico: When I opened I had a Twitter account and Facebook page. I also used my food blog, Kitchen Karate, which went up in 2009 and is a great platform to promote the business. The FB page is linked to my Twitter account and is an easy way to share things. When I want to promote something I type it up and it’s sent to 700 people. About two months ago I was excited when a shipment of cupcake and party kits arrived. I took a picture of the box and posted it immediately….not that everyone is interested! The way I measure success is when people respond to posts.

4. What do you regard as your greatest success of 2011?

D’Amico: Getting the business to a place where I’m comfortable. I’m not raking in the dough but I don’t have to shut down shop. It’s growing at a pace where I can to learn about everything from shipping and packaging to sales projections. It improves the quality of what I’m doing.

5. Many businesses struggle to build their customer base and attract new customers with limited resources. Your advice?

D’Amico: A lot of advertising I use is free, like MailChimp. I send out periodic newsletters with a few promotional lines or to remind people that our stuff makes great stocking stuffers, plus photos and links to the product page.

6. How do you address customer feedback and what does it take to implement changes based on this feedback?

D’Amico: I do receive requests to source specific products. One customer asked, ‘Do you carry the cupcake pajamas I saw Kim Kardashian wearing?’ I thought the clothing is probably woven out of actual cake batter and only available at Sak’s Fifth Avenue. I never considered selling expensive things because if I was a customer, I’d be discouraged from buying online. And I want to keep this a place where everyday people can go and shop and smile and have fun.

7. Imagine you’re considering starting a new business. Given today’s environment and your experience, what are two things you’d advise yourself?

D’Amico: We live in a time of instant gratification. Then you come into a business, even an online one, and realize it’s so different. It’s not about doing it as fast as you can or having instant success, it’s about committing and putting in as much effort as you can. Second, I’d say take all the help and advice that’s offered….even if you’re not paying people!

8. What are your business goals for 2012?

I’d love to bring in products from indie Canadian artists who don’t have a platform to sell their work.