Proof to Product

It is so deflating when we put our work out into the world and either don't hear back or we're told that now isn't the right time. Our students feel this deeply when they are pitching wholesale accounts, but today's guest is reminding us that a no today doesn't always mean that it's a no forever.

Nellys Syria is the owner of Cocoa Loves Grey, a colorful accessories brand that sells very popular and beautiful laser-cut earrings. Nellys believes in the power of bright colors to draw people in and make them happy. She's always coming up with fun and unique items to keep her business fresh and interesting. She's a 1st generation Latina and the 1st business owner in her entire family. Nellys sells her earrings to both direct-to-consumer audiences and wholesale and her product line expanded when her husband bought a laser cutter for Christmas. We talk about how her dream store originally told her no, but eventually came back to purchase her gorgeous earrings.

Nellys shares how she was on the verge of burnout, but pushed pause to reset how she was running her business.

Today's episode is brought to you by our free, on-demand wholesale audio series. In this audio series, I'll walk you through the biggest mistakes and most common questions folks have when they are starting and scaling wholesale—so you don't make the same mistakes myself and others did. You can binge this audio series in less than an hour and you can listen on the go in your favorite podcast player. No fluff here, just concrete action steps and answers to help you simplify and strengthen your wholesale sales.

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You can view full show notes and more at http://prooftoproduct.com/351

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

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Map out your next 90 days here: http://prooftoproduct.com/quiz

Today's episode is short but very detailed, so find a quiet place to listen and grab a notebook. This is a quick training that I recorded for our LABS members. Our LABS members are Paper Camp alumni, so they have been through our intensive program. This is something that we walk you through in Paper Camp as well, but I wanted to bring it up here publicly on the podcast because I know from the 2024 survey results that many of you need to do a product audit.

In this episode, I walk you through the step-by-step instructions on how to audit your product line, including how to collect the data and what data to collect, analysis and what to look for, as well as how to apply what you're learning from the data to your business moving forward.

Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit.

Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.

Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions. We will open enrollment for our next round of Paper Camp soon, and we sell this program out every time we run it. Join the wait list and you'll get early access to enroll.

SIGN UP FOR THE WAITLIST

You can view full show notes and more at http://prooftoproduct.com/350

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

I love bringing a variety of perspectives and people from the retail space to this podcast. Buyers, sales reps, you name it, they've been on the Proof to Product podcast.

This week's episode, I'm joined by Keli Faw, who is the owner of Crow & Canary. Crow & Canary might sound familiar as we've had the previous owner, Carina Murray, on the show in episode 232. Carina has also been a long-time Paper Camp speaker and supporter of our Proof to Product community.

Keli took over Crow & Canary in early 2023 after being a sales rep for the agency and a shop owner in Seattle. With over 13 years of experience as a retailer and a background in communications and PR, including stints at Microsoft and Nordstrom, Keli brings a wealth of knowledge to our conversation.

In this episode, Keli shares the challenges retailers face, from managing seasonal returns to making strategic buying decisions. We discuss the impacts of online platforms like Faire and Amazon on the wholesale markets and why there needs to be transparency and strong communication between buyers, reps, and brands.

Keli also shares her insights on navigating the sales rep relationship amidst the changes brought on by the pandemic and social media and the importance of understanding individual store dynamics and product diversification. Whether you are a retailer, a sales rep, or a brand owner, this episode offers valuable takeaways on optimizing those wholesale relationships and staying proactive in your business planning.

Today's episode is sponsored by our Unlock Buyer Secrets Interview series. To make a strong first impression with wholesale buyers, we need to do a few things really well:

• We need to make it easy for stores to purchase from us
• We need to have clear pricing and terms & conditions
• We need to clearly communicate and add value at each touchpoint
• We need to focus on building strong relationships with our customers.

And all of this becomes infinitely easier when we actively listen to our customers. This on-demand interview series will give you a competitive edge by providing an exclusive window into what buyers want and need from you. And, the best part, it's only $27 bucks.

Get Access to the Unlock Buyer Secrets Interview Series

You can view full show notes and more at http://prooftoproduct.com/349

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

If you want to hear from someone who has more than 18 years of corporate retail buying experience and who knows what buyers are looking for when they are shopping on Faire, you are in luck because today's guest on the podcast is Kristin Fisher of Bocu.

Kristin owns the gifting brand, Bocu, and she is also a retail strategy mentor for brands and independent retailers, as well as the host of the Buyerside Chat podcast.

In this episode, Kristin and I discuss the essentials of optimizing your Faire shop, including how to avoid common mistakes that other brands are making, maintain strong buyer relationships, and stay ahead of your competitors with effective pricing.

Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit.

Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.

Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions. We will open enrollment for the 44th round of Paper Camp soon, and we sell this program out every time we run it. Join the wait list and you'll get early access to enroll.

SIGN UP FOR THE WAITLIST

You can view full show notes and more at http://prooftoproduct.com/348

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

The Proof to Product team is practicing what we preach and we are going on summer break for the next two weeks!

We will be back in your ears mid-July and we are so excited about our upcoming episodes.

In the meantime, we are gearing up for another round of our Paper Camp program which will start at the end of August. We only run Paper Camp twice a year, so if you are wanting to learn how to start with wholesale, click here to join the waitlist (we sell out every time!)

Have a great two weeks and we'll see you soon!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Every day, I hear from product-based business owners who are curious about other people's business models, revenue streams, team structure, tech stack, how much revenue they're not only earning but what profit they're taking home, and how much they're paying themselves.

Although we know that every business is different, it is completely natural to want to see behind the scenes and the curtains of another brand in your industry. But more than ever, it's more than curiosity now. We know that our product industry has experienced major shifts over the last several years.

We've had supply chain issues, rising costs, and labor shortages. Everyone has been pivoting and recalibrating, and that has led to a lot of new normals. We're experiencing an entire shift in the industry and I know you wanted to know what was happening in the industry.

My team and I put together an industry-wide survey. We had 925 product-based business owners who anonymously shared their business details with us.

Today, we're going to dive into the details on the podcast.

You can view full show notes and more at http://prooftoproduct.com/347

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Every day, I hear from product-based business owners who are curious about other people's business models, revenue streams, team structure, tech stack, how much revenue they're not only earning but what profit they're taking home, and how much they're paying themselves.

Although we know that every business is different, it is completely natural to want to see behind the scenes and the curtains of another brand in your industry. But more than ever, it's more than curiosity now. We know that our product industry has experienced major shifts over the last several years.

We've had supply chain issues, rising costs, and labor shortages. Everyone has been pivoting and recalibrating, and that has led to a lot of new normals. We're experiencing an entire shift in the industry and I know you wanted to know what was happening in the industry.

My team and I put together an industry-wide survey. We had 925 product-based business owners who anonymously shared their business details with us.

Today, we're going to dive into the details on the podcast.

You can view full show notes and more at http://prooftoproduct.com/347

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

What if you lived in a different state than your business? Meaning, all of your products, your inventory, your team, and your operations were in a completely different state.

For today's guest, Rachel Kroh of Heartell Press, this is her every day now. She lives in Washington with her family, while her team of 5 works remotely across the country. They're shipping cards and gifts to more than 1,000 stores worldwide.

In this episode, Rachel shares how she tripled her revenue by focusing on selling wholesale, strengthening her systems, and building the infrastructure of her business. Plus, Rachel reflects on the challenges of relocating her business, the impact of her art on emotional expression, and her exciting plans for the future, including a 10-year anniversary collection. She is one of our Paper Camp alumni and also one of our LABS members.

Today's episode is brought to you by our Is Wholesale Right for You private podcast! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business. After listening to this audio series (in less than an hour), two things will be true. You'll know whether you want to pursue wholesale for your product business, and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today!

SIGN UP

You can view full show notes and more at http://prooftoproduct.com/346

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

We've been telling you a lot of stories here on the podcast about brands making big scary shifts in business, and part of the reason we're doing this is to normalize that it's okay to pivot when you need to.

In episode 342, Alyson O'Connor shared how she shut down a 6-figure revenue stream so she could focus on a revenue stream wholesale that better fit the day-to-day life she wanted.

In episode 338, Kiwi Schloffel shared how she made the tough decision to exit her business, and Meghan Hopkins Sokorai talked about why she chose to acquire Kiwi's business.

On this week's episode, Janine Kwoh of Kwohtations is back on the show to talk about some big shifts she recently made to her product line to ensure that her business was not only more sustainable but also easier for her to manage.

Janine is the owner and designer of Kwohtations, a Brooklyn, New York-based line of letterpress-printed greeting cards and gifts. Kwohtations cards acknowledge and celebrate people and occasions who are often underrepresented in the card aisle. She is also the author of Welcome to the Grief Club, an illustrated book on grief for anyone who has had a loss. Janine is a PaperCamp alumnus and a community leader in our Proof to Product Labs program.

She is an award-winning artist, an author, and a great friend to many in the industry. On today's episode, Janine shares how a key account ordered 4,300 hand-painted cards and how that pushed her to retire and rethink her entire product line. She talked about her decision-making process, how she prepared for the changes, and how she communicated these product changes to her customers.

Today's episode is sponsored by our Unlock Buyer Secrets Interview series. To make a strong first impression with wholesale buyers, we need to do a few things really well:

• We need to make it easy for stores to purchase from us
• We need to have clear pricing and terms & conditions
• We need to clearly communicate and add value at each touchpoint
• We need to focus on building strong relationships with our customers.

And all of this becomes infinitely easier when we actively listen to our customers. This on-demand interview series will give you a competitive edge by providing an exclusive window into what buyers want and need from you. And, the best part, it's only $27 bucks.

Get Access to the Unlock Buyer Secrets Interview Series

You can view full show notes and more at http://prooftoproduct.com/345

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Running a business sure is a roller coaster, isn't it? We have our ups and downs. We have to balance the future forecasting and envisioning while also putting out the day-to-day fires in front of us.

It takes a lot of grit and determination to be an entrepreneur, particularly when you're building something that aligns with your personal interests and values.

Today's guest is Tammie Bennett from the Show Up Society. Tammie is a certified mindset coach, podcaster, speaker, artist, and educator. She is obsessed with helping creators show up as themselves. For over 15 years, she has helped people accomplish more than they ever thought was possible by teaching them to feel safe in putting their work out into the world.

On today's podcast episode, we're talking about normalizing the hard stuff and taking responsibility for our business decisions. We talk about not relying on platforms or algorithms or other people's opinions to drive our business decisions. And Tammie shares why everyone needs a did-it list instead of a to-do list.

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/344

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz