Proof to Product

By Katie HuntBusiness Entrepreneurship Arts Design

Proof to Product episodes

August 20456 | 690 Wholesale Accounts and We Still Found Money Left on the Table, Case Study with Rachel O’Neill, Loftipop
Thirteen years in business. Nearly 700 wholesale accounts. And the biggest shift Rachel O'Neill of Loftipop made this year was admitting her wholesale business was being run like a D2C channel.
If you started in direct-to-consumer and layered wholesale on top, this episode will feel familiar. Rachel came into Paper Camp with a thriving business at Loftipop and left with major enhancements: separate pricing logic, a leaner product line, and a strategy built around the retailers she already has.
In this episode, you'll learn:
Why wholesale is not an extension of your D2C business — it's a separate model with its own pricing, margins, and rules
How Loftipop added 60 accounts in the 6 months after Paper Camp, growing from 690 to about 750
Why Rachel discontinued SKUs that were still selling — and why she felt "so much lighter" afterward
How to run channel-by-channel margin math before keeping a product in your wholesale catalog
What it looks like to nurture current retailers — email outreach, direct mail, and consistent touchpoints — instead of only chasing new accounts
How staying open to change, 13 years in, became the shift that moved her whole business forward

From the episode:
"The biggest takeaway is that your wholesale business is not D2C. We came into wholesale thinking it was just an extension of our D2C... it's actually a whole separate business model and strategy." — Rachel O'Neill"If you're serious about wholesale, it's 100% worth the investment. In terms of numbers, we've already made our money back and more." — Rachel O'Neill
Paper Camp is currently open for enrollment, which only happens twice a year!
SIGN UP FOR PAPER CAMP NOW
You can view full show notes and more at http://prooftoproduct.com/456
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
11 min
August 19455 | From 3 to 50 Wholesale Accounts With a Day Job and a New Baby, Case Study with Sherry Lam, Sherry's Palette
"My business is too young for this." If you've ever said that about wholesale, this episode is for you. Sherry Lam joined Paper Camp with fewer than 20 SKUs, a handful of inconsistent accounts, a full-time day job, and a brand-new baby — and decided that was exactly the right moment to build her wholesale foundation. She went from 3 shaky accounts to more than 50. This is her story, in her own words.
In this episode, you'll learn:
Why Sherry started wholesale with fewer than 20 SKUs — and how starting early with the right foundation paid off
How she grew from 3 inconsistent accounts to more than 50 while working a day job and raising a baby
How doing wholesale correctly early on turned a "maybe this is a hobby" question into a real revenue stream
How to vet whether Paper Camp is right for you: free resources, the podcast archive, and talking to alumni before you invest
Why she came back and took Paper Camp a second time — and what had changed, from Faire's growing role to new outreach norms
What the alumni community looks like after the course ends, especially for solo founders

About Sherry:
Sherry Lam is the founder of Sherry's Palette, where she designs greeting cards, enamel pins, art prints, and more. She built her wholesale business from 3 accounts to over 50 while working a full-time day job — and she's offered to be a resource for anyone on the fence about Paper Camp.
Paper Camp is currently open for enrollment, which only happens twice a year!
SIGN UP FOR PAPER CAMP NOW
You can view full show notes and more at http://prooftoproduct.com/455
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
12 min
August 18454 | From 75 to 125 Wholesale Accounts including Her First Key Accounts, Case Study with Charina Cabanayan, Orchid & Pine
You know that moment when your business starts asking more of you than your systems can deliver? A key account shows interest, your line is scaling, and you can feel the gap between where you are and what's coming. That's exactly where Charina Cabanayan was when she joined Paper Camp — 75 independent accounts, a sales rep group, and a growing pressed floral line at Orchid & Pine Studio. This episode shares her experiences participating in Paper Camp.
In this episode, you'll learn:
How Charina grew from 75 to 125 wholesale accounts — including her first 3 key accounts — by building systems before chasing sales
How to take the emotion out of pricing, and why creatives struggle with this more than any other part of wholesale
Why she pulled her handmade collection from her wholesale catalog when the numbers showed it couldn't scale
What changed in wholesale between her first business (250 accounts, twenty years ago) and today — and why experience goes out of date
How to work with sales reps and showrooms without costly mistakes
Why slowing down intentionally can be a sign of a healthy business, not a failing one

Paper Camp is currently open for enrollment, which only happens twice a year!
SIGN UP FOR PAPER CAMP NOW
You can view full show notes and more at http://prooftoproduct.com/454
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
13 min
August 13 Quick Hit: What Do I Do If My Wholesale Pitch Isn’t Working?
I know you have a lot on your plate right now. You've got products to make, orders to ship, and about a hundred decisions that you're making every day.
I do not take it lightly that you are spending time with me today and I want to thank you for being here.
Today's episode is a short, focused, throwback episode designed to give you one thing that you can do today to move your business forward.
No fluff, no filler, just ideas that we've shared in the past that will benefit you today.
Let's dive in!
You can listen to the full episode here: http://prooftoproduct.com/412
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
7 min
August 11 453 | 2026 Faire Summer Market Recap with Katie Hunt
Here it is, your long-awaited, highly anticipated Faire market recap for this summer season.
I've been watching brands in our community have wildly different experiences during this Faire market, and I've also been studying a lot of what people outside of our community have experienced.
Some walked away with 6-figure orders over 4 days, others didn't get a single order, and we're talking about the same platform, the same market, the same 4 days.
I'm going to share with you what I saw behind the scenes, what worked, what didn't, and what this means for your wholesale strategy going 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/453
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
21 min
August 06 Quick Hit: What Does It Take to Get Into My Dream Store?
Today's episode is a short excerpt from a previous conversation I had with one of our amazing Paper Camp students.
I really love using this podcast to spotlight the incredible things that our students are doing because there is so much value in hearing how other product brands are navigating wholesale in real time.
These episodes are also a great reminder that there is no singular path to success when it comes to selling wholesale.
You get to decide what works best for you and your brand.
Today you're getting an inside look at how one brand does things which will surely spark ideas for you.
You can listen to the full episode with Nellys Siria of Cocoa Loves Grey here: http://prooftoproduct.com/351
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
10 min
August 04 452 | Are You Leaving Money on the Table? with Katie Hunt
Today's episode is going to be a little bit of tough love, but it is all in an effort to help you run your business more profitably and with more ease.
Over the years, I have watched so many incredibly talented, hardworking product sellers that are underselling themselves.
They're undercharging and they're underestimating what their business is actually capable of. Today, we're going to talk about money.
Specifically, we're talking about the money that you are potentially leaving on the table right now without even realizing it.
There are 4 big areas that I want to talk about, and I would be shocked if at least one of them doesn't apply to your business in some way.
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/452
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
22 min
July 30 Quick Hit: Why Are Systems So Important to Wholesale Success?
Today's episode is a short excerpt from a previous conversation I had with one of our amazing Paper Camp students.
I really love using this podcast to spotlight the incredible things that our students are doing because there is so much value in hearing how other product brands are navigating wholesale in real time.
These episodes are also a great reminder that there is no singular path to success when it comes to selling wholesale.
You get to decide what works best for you and your brand.
Today you're getting an inside look at how one brand does things which will surely spark ideas for you.
You can listen to the full episode with Rachel Kroh of Heartell Press here: 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
9 min
July 28 451 | Listening to Customers Without Letting Every Opinion Dictate your Direction with Kirstie Lee, A Jar of Pickles
Today's conversation is all about growing your business intentionally, experimenting with new ideas, and building a brand that evolves alongside you. Today's guest is Kirstie Lee, the founder of A Jar of Pickles, a product company that creates playful gifts and accessories that celebrate Asian appetites.
Kirstie's been in business for 12 years, starting as an Etsy hobby while she was in college, and she kept it running alongside her corporate job for 8 years. Then, she went full-time about 5 years ago after having her kids.
Her brand now sells online, at craft shows, and through wholesale partnerships. Last year alone, she managed 43 retail markets across 4 states. Kirstie has been part of our Proof to Product community for more than a decade, and it has been such a joy to watch her business grow.
In this episode, we talk about everything from balancing a corporate career while building a product brand to hiring your first employee, expanding into wholesale, building a devoted direct-to-consumer audience, and why treating your business like one big experiment has opened doors to opportunities that Kirstie never even planned for.
I especially love Kirstie's perspective on listening to customers without letting every opinion dictate your direction and how staying curious has helped her continue growing year after year.
If you are wondering what the next stage of growth could look like for your business and you're looking for encouragement that there is not one specific pathway to take for that success, then I think you're really going to enjoy today's episode.
Today's episode is brought to you by our Is Wholesale Right for You workshop! Wholesale is not the only way to grow a product brand, but it's definitely my favorite. If you are curious about selling to retail stores, or maybe you've hit a wholesale plateau and aren't sure what to do next, then this free on-demand workshop will help you identify your next best step along with action items to do that.
SIGN UP
You can view full show notes and more at http://prooftoproduct.com/451
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
39 min
July 23 Quick Hit: Does Cold Mailing Your Products to Retailers Work?
Today's episode is a short excerpt from a previous conversation I had with one of our amazing Paper Camp students.
I really love using this podcast to spotlight the incredible things that our students are doing because there is so much value in hearing how other product brands are navigating wholesale in real time.
These episodes are also a great reminder that there is no singular path to success when it comes to selling wholesale.
You get to decide what works best for you and your brand.
Today you're getting an inside look at how one brand does things which will surely spark ideas for you.
You can listen to the full episode with Alex Gagné of Chez Gagné here: http://prooftoproduct.com/106
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
9 min

About Proof to Product

From the publisher's feed

Ranked in the top 1% of ALL podcasts, the Proof to Product podcast is your trusted resource for sustainable business growth - especially if you make and sell physical products!

Join Katie Hunt, each week as she shares strategies & solutions to enhance your sales & marketing so that you're building a business that supports your best life.

If you've ever asked yourself can I make money selling physical products? Am I ready to sell my products wholesale to stores like Target, Anthropologie, Nordstrom or Barnes & Noble? When should I consider hiring a sales team or sales reps? Can I really turn my passion into profits? Whether you're a just starting out on your business journey or you've been at it a while growing an empire, this show is for you.

Proof to Product is like on-demand business school for product sellers spanning a wide range of industries. Whether you're in home decor, apparel, beauty, food & beverage, hand-made items, jewelry, consumer gifts or the stationery world, you'll gather new ideas each week to help you grow your profit, build your team and lead with integrity.

Host Katie Hunt and her guests bring you actionable ways to expand your product line, manufacturing overseas, optimize your e-commrce websites on Shopify, Faire, Etsy, Abound, Tundra, Squarespace or in brick & mortar locations. How to start or scale wholesale sales including pitching stores, wholesale outreach, trade show exhibition, working with sales reps, managing inventory, warehousing product, sales systems, wholesale follow-up strategies and working with key accounts. Marketing strategies for small businesses including content creation, leveraging tik tok and instagram tactics without feeling burned out, why you can't rely solely on social media for sales and why email marketing systems on platforms like Klaviyo, Flodesk and Active Campaign are so powerful. Listen in as Katie and our guest experts help you strategize and tackle your biggest business goals.

Host Katie Hunt brings a unique perspective to entrepreneurship. Since 2011, she's helped thousands of product brands get their products on the shelves of their favorite retail stores through her Paper Camp program (www.prooftoproduct.com/papercamp). Prior to that she worked in the corporate world for over a decade leading business development and marketing teams. She has two MBAs - one in finance and one in marketing. And, she owned & operated her own product based business for over 8 years, selling her products to stores throughout the world from her garage. Katie knows the struggles you face as a product based business and she's here to pull back the curtain and share her best kept secrets so that you don't have to learn things the hard way.

Find our free trainings & resources for product based business owners at www.prooftoproduct.com/resources