Today, I'm sharing a case study and an analysis that I originally shared with our LABS members.

The reason I'm doing this is, one of the most valuable things that we can do as a product-based business owner is look outside of our industry for inspiration, ideas, and new ways of thinking about our own business.

When we study how other industries structure their revenue models, how they build community or how they create demand for their products, we really start to see new and fresh opportunities that we can adapt in our own way for our own business.

In this episode, we're looking at Athletic Brewing Company and how they doubled their D2C subscription sales in 2025 by positioning their membership as a VIP lifestyle experience rather than a discount program. It's a simple shift, but a strategic one.

It really sparked two ideas that I think you can use: One will be for your D2C sales ecosystem, and one is for your wholesale channel.

We will walk through what Athletic Brewing Company got right, why their approach works, and how you can apply versions of this inside of your own business in a way that again fits your particular audience, your product line, margins, and, of course, your capacity.

If you want to see more case studies like this, real examples from outside of the consumer gift world, and you want to see how we break them down into actionable insights and ideas for your product brand, this is exactly the type of work we do inside of Proof to Product LABS every single week.

This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/422

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

On today's episode, we are digging into the financial side of running a creative product business and I've invited someone that I deeply trust with both my personal and business finances.

It's Mary Beth Storjohann from Allora Wealth. Mary Beth and I have worked together since 2016 and she has guided my husband and I through everything from financial planning for the family to long-term business strategy.

She's one of the few financial planners and advisors who really understands how intertwined your life and your business become when you are a small business owner.

Her approach to "whole life wealth," is exactly what so many founders need. It's a practical framework for building stability today while also setting yourself up for future security. In this conversation, we're going to get into real, actionable steps that you should be taking before the end of the year.

These are things that can save you money come tax time and also support your long-term financial health. We will talk about blind spots that she sees most often with creative entrepreneurs and why getting clear on your enough number can change how you plan and make decisions. Now, if you want to finish the year on solid financial footing and also set yourself up for success in the future, this episode is going to be incredibly useful for you.

Before we get into today's conversation, if you are serious about growing your product-based business, you need to be inside of Proof to Product LABS. LABS is where creative product brands go for coaching and strategies, community and accountability that actually move the needle.

We're talking stronger sales, better systems, smarter marketing, and a clearer plan for profit. If you are ready to stop guessing and start really growing with proven guidance, then come join us in LABS.

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/421

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Day 5 Deal: Labs Annual Membership with recurring discount!

$799 per year for as long as you're a member!

http://prooftoproduct.com/bfdeals

____________

Our biggest sale of the year is happening this week! 5 days. 5 Deals. ​

Each day brings an exclusive offer available for just 24 hours.

• Mon, Nov 24: Retailer Roundtable interview series for just $17!

• Tues, Nov 25: Paper Camp early access & extended payment plan!

• Wed, Nov 26: Production Planner & Profitability Calculator Bundle

• Thurs, Nov 27: Live Workshop: 3 Day Sales Campaign

• Fri, Nov 28: LABS Annual Membership with recurring discount!

ALL WEEK: First 5 people to apply for the Advisory Board mastermind receive $6,000 off and a free 1-1 strategy session.

Apply here: http://prooftoproduct.com/ab-application

Once the deal is gone, it's gone.

Make sure to grab them before time runs out! http://prooftoproduct.com/bfdeals

Day 4 Deal: Live Workshop: 3 Day Sales Campaign

http://prooftoproduct.com/bfdeals

____________

Our biggest sale of the year is happening this week! 5 days. 5 Deals. ​

Each day brings an exclusive offer available for just 24 hours.

• Mon, Nov 24: Retailer Roundtable interview series for just $17!

• Tues, Nov 25: Paper Camp early access & extended payment plan!

• Wed, Nov 26: Production Planner & Profitability Calculator Bundle

• Thurs, Nov 27: Live Workshop: 3 Day Sales Campaign

• Fri, Nov 28: LABS Annual Membership with recurring discount!

ALL WEEK: First 5 people to apply for the Advisory Board mastermind receive $6,000 off and a free 1-1 strategy session.

Apply here: http://prooftoproduct.com/ab-application

Once the deal is gone, it's gone.

Make sure to grab them before time runs out! http://prooftoproduct.com/bfdeals

Day 3 Deal: Production Planner & Profitability Calculator Bundle

Both tools for only $79 (normally $149)

http://prooftoproduct.com/bfdeals

____________

Our biggest sale of the year is happening this week! 5 days. 5 Deals. ​

Each day brings an exclusive offer available for just 24 hours.

• Mon, Nov 24: Retailer Roundtable interview series for just $17!

• Tues, Nov 25: Paper Camp early access & extended payment plan!

• Wed, Nov 26: Production Planner & Profitability Calculator Bundle

• Thurs, Nov 27: Live Workshop: 3 Day Sales Campaign

• Fri, Nov 28: LABS Annual Membership with recurring discount!

ALL WEEK: First 5 people to apply for the Advisory Board mastermind receive $6,000 off and a free 1-1 strategy session.

Apply here: http://prooftoproduct.com/ab-application

Once the deal is gone, it's gone.

Make sure to grab them before time runs out! http://prooftoproduct.com/bfdeals

Day 2 Deal: Pre-Register for Paper Camp

• Early Access to Module 1

• Guaranteed Spot in Paper Camp (March 2026)

• Extended Payment Plan Option

http://prooftoproduct.com/bfdeals

____________

Our biggest sale of the year is happening this week! 5 days. 5 Deals. ​

Each day brings an exclusive offer available for just 24 hours.

• Mon, Nov 24: Retailer Roundtable interview series for just $17!

• Tues, Nov 25: Paper Camp early access & extended payment plan!

• Wed, Nov 26: Production Planner & Profitability Calculator Bundle

• Thurs, Nov 27: Live Workshop: 3 Day Sales Campaign

• Fri, Nov 28: LABS Annual Membership with recurring discount!

ALL WEEK: First 5 people to apply for the Advisory Board mastermind receive $6,000 off and a free 1-1 strategy session.

Apply here: http://prooftoproduct.com/ab-application

Once the deal is gone, it's gone.

Make sure to grab them before time runs out! http://prooftoproduct.com/bfdeals

Day 1 Deal: Retailer Roundtable Interview Series for $17

http://prooftoproduct.com/bfdeals

____________

Our biggest sale of the year is happening this week! 5 days. 5 Deals. ​

Each day brings an exclusive offer available for just 24 hours.

• Mon, Nov 24: Retailer Roundtable interview series for just $17!

• Tues, Nov 25: Paper Camp early access & extended payment plan!

• Wed, Nov 26: Production Planner & Profitability Calculator Bundle

• Thurs, Nov 27: Live Workshop: 3 Day Sales Campaign

• Fri, Nov 28: LABS Annual Membership with recurring discount!

ALL WEEK: First 5 people to apply for the Advisory Board mastermind receive $6,000 off and a free 1-1 strategy session.

Apply here: http://prooftoproduct.com/ab-application

Once the deal is gone, it's gone.

Make sure to grab them before time runs out! http://prooftoproduct.com/bfdeals

Hey friend, I hope you're having a wonderful weekend.

I know you don't normally hear from me on the weekend, but I wanted to pop into your feed today with a quick heads up about something fun that we're bringing back this year. It's called the 5 Days of Deals.

If you are new around here, last year we did something that we rarely do. We ran five straight days of deals on a variety of our programs and tools over Black Friday week, and it was a huge hit. So we're doing it again this year.

Tune in to learn how it works and head to http://prooftoproduct.com/bfdeals to see all of the deals we will be offering!

I know you are deep in preparation for Black Friday, Cyber Monday, and the Q4 holiday sales season. So I want to make this a real quick episode, but I want to make it tactical and actionable for you.

I want to talk about setting your holiday shipping deadline and where you should be updating your website to reflect the shipping deadlines. This is something we're talking about in depth in our LABS program.

If you're looking for further support in your business, check out our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/420

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

One of the things we've been talking about in our LABS program is Q4 sales strategies because we are heading into the holiday season which as you know, is one of the busiest times of year for product-based business owners.

Today, I want to talk about one really powerful marketing strategy that often gets overlooked, but it's a good way to help drive sales for Q4.

That strategy is being your own gift guide.

I think there's a misconception for smaller product brands that big media or working with influencers on their product roundups is the only way to get more eyes on your products. While yes, these are good options and you can and should be pitching yourself to these opportunities, getting placement in larger media isn't the only way to shine a spotlight on your product.

In fact, you can create your own gift guide experience and you can do this on your website, through your email list, across wholesale and retail channels.

It's all done in the name of making it easier for your customers to purchase from you. So I'm going to walk you through how to do this, including how to set up your gift guide collections on Faire and Shopify, how to create emails that highlight those products, and how you can collaborate with other like-minded brands to expand your reach of your gift guide and perhaps share theirs too.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

GET FREE ACCESS

You can view full show notes and more at http://prooftoproduct.com/419

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp