The cake person does not have the knowledge, confidence, etc., to be ready for business on their own.
The idea of making a “mission statement” for a business is yet another new world order hoax intended to influence the policies of businesses, for example, by spreading the idea that it’s fashionable to include “diversity” or some other cr@p in your mission statement. Which is actually an artificial constraint - and all artificial constraints NEGATIVELY impact the profitability, effectiveness and efficiency of legitimate businesses. Of course, if the business is participating in NWO criminality of relying on raiding the governments coffers for revenue, having a “mission statement” which signals that you want to partner with NWO will certainly help to gain government sales.
The cake person is doing so well at her own business that she's got more customers than she has time to serve. I'm sure many women with little sidelines like this would love to have the same problem!
Raising the prices to reduce volume while increasing the profit per unit is the obvious solution ... though perhaps not obvious to someone whose degree is in psychology or social work.
They have a business of their own, doing what they like, and may well have identified already the perfect size to maintain their happiness. Every business has a sweet spots of size (cost) versus return. Reaching for the next rung on the ladder decreases profit, and only pays off if there is a next rung, which at some point there isn't. If there aren't enough customers to support more overhead, then it is smart to tailor the business to maximize profits at its current size.
My brother has a side business as a gunsmith. He's quite good, but there isn't the business out there to replace his salary as a machinist. He had too much business, because he wasn't charging enough. It took me a while to convince him to raise his prices and to turn away business that he didn't want to do.
Business statements are good, as long as they are business focused. For example, if SEARS would have had a business statement to dominate the mail order business (and abided by it), they would have become what Amazon is now. However, their CEO got sucked into making increasing amounts from lending credit to buyers, without worrying about continued sales. Now SEARS is just another department store, mainly stuck in high cost malls.
But your point is well taken. Most business statements are HR hokum.