Proof to Product

Erin Ozer is the owner of Knot & Bow. Erin got her start on Etsy in 2010 and has had tremendous, but organic growth, over the last seven years. Her stationery, gift wrap and party goods can be found in more than 1500 retail shops around the world, including Paper Source, Anthropologie, Container Store, and Hallmark just to name a few. On this episode Erin talks about her humble beginnings, manufacturing challenges she experienced, and how she slowly but strategically added members to her team.

ON TODAY'S EPISODE:

[01:30] Building a business while staying home with the kids and with $200. [03:30] Starting on Etsy.[05:30] Adding new products to the line.[07:30] Utilizing customer feedback in product development.[09:30] Manufacturing challenges as Knot & Bow grew.[12:00] Picking & choosing which products to move forward with.[13:00] Expanding to wholesale.[15:30] Selling to Terrain -- her first wholesale order![17:00] Selling wholesale before doing trade shows[18:00] Working with Sales Reps[22:00] Hiring her first employee & growing her team[24:00] Hiring Process & having an operations manual[28:00] Knot & Bow retail shop & selling retail vs selling wholesale[30:00] What's next for Knot & Bow

KEY TAKE-AWAYS:

'It is always a challenge to bring new product to the market and be innovative in some way but you also have a budget and spatial constraints to take into account' - Erin Ozer

"Housing 1000 greeting cards is one thing. Housing 1000 plates is a totally different thing." -Erin Ozer

"The numbers can get really, really big with custom manufacturing sometimes and it can be tough when you're really small." - Erin Ozer

"The wholesale side of our business grew pretty dramatically when we first signed with reps." - Erin Ozer

MEET ERIN OZER:

Knot & Bow is a line of simple and stylish paper goods and party supplies. Erin Ozer started the brand as a solo venture in 2010, inspired by simple gifts wrapped with kraft paper and twine. The line has developed to include a wide variety of paper goods and colorful party supplies, and is now sold at more than 1500 stores around the globe. Products are manufactured in the United States and assembled in Knot & Bow's Brooklyn studio. Knot & Bow also launched a flagship retail location in the Gowanus neighborhood of Brooklyn in late 2015.

Website: https://www.knotandbow.com/

Facebook: @knotandbow

Instagram: @knotandbow

Twitter: @knotandbow

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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

Kimberley is the New York sales representative for Crow + Canary. During her 15+ year career in the stationery industry, Kimberley has worked at Crane & Co., Kate's Paperie, as well as two of her own independent boutiques. She got her start running a letterpress studio, and has since worked all sides of the business – manufacturing, wholesaling, custom printing, multi-unit retail, buying, merchandising, and now repping. Kimberley's vast experience in the industry provides a unique and valuable perspective. On today's episode Kimberley talks about the role of sales reps, why you need a printed catalog for wholesale and the importance of giving back.

ON TODAY'S EPISODE:

[01:00] Kimberley's rich background in the stationery industry. [04:30] Meeting Carina Muray, her now boss, through Twitter.[07:30] Overview of a sales rep's role.[10:00] Tips for reaching out to retailers.[11:30] Keep track of contacts you meet & jot down details you can use in follow up.[12:30] What to end to retailers you're woo-ing.[13:00] Refining your line & honing in on your unique aesthetic[14:00] Why catalogs are important if you're selling wholesale[20:00] Line sheets vs catalogs[22:00] Releasing your products when buyers are buying[26:00] The importance of giving back to our industry[29:30] Kimberley is a champion for independent shops, only shops local.[32:30] How our experiences and interests shape us in our work.[36:00] Too much 'busy' in our lives.

KEY TAKE-AWAYS:

"We look at ourselves as sort of a seamless, internal sales mechanism for the lines." -Kimberley Yurkiewicz on her role as sales rep.

"I asked myself what do I want to be doing, what elements of this am I good at, what are my strengths, what am I not interested in pursuing anymore, or what am I too junior for, what am I too senior for, all of those things." -Kimberley Yurkiewicz

"My buyers love to get things in the mail, they love to be able to see things and touch them as if they were having an appointment with you." - Kimberley Yurkiewicz

"My buyers want to see things that are not the same as every other thing on Etsy or Instagram" - Kimberley Yurkiewicz

"Catalogs are your best friend because they take the place of you when you're not there" -Kimberley Yurkiewicz

MEET KIMBERLEY YURKIEWICZ:

Kimberley is the New York sales representative for Crow + Canary. During her 15+ year career in the stationery industry, Kimberley has worked at Crane & Co., Kate's Paperie, as well as two of her own independent boutiques. She got her start running a letterpress studio, and has since worked all sides of the business – manufacturing, wholesaling, custom printing, multi-unit retail, buying, merchandising, and now repping. She has attended tradeshows as both a buyer and exhibitor. Kimberley's vast experience in the industry provides a unique and valuable perspective.

Website: http://www.crowandcanary.com

Instagram: @kimberleycanary

Twitter: @kimberleycanary

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/008

Owned and operated by Briana Feola and Jason Snyder, Brainstorm is a print shop and collaborative design studio rooted in the production of original art prints inspired by science, nature, and the outdoors. Briana & Jason have done some creative collaborative projects with big brands such as Lollapalooza, Patgonia, Airstream trailers and an upcoming project with L.L. Bean. On today's episode Briana and Jason talk about how their love of learning inspires their work, using a strong brand to attract the right clients and why your business should always be in some state of transition.

ON TODAY'S EPISODE:

[01:00] Building a business out of a recession. [03:00] Working side hustles while growing the business.[05:00] Working with a significant other.[07:00] How their life interests & love of learning inspire their work.[11:00] Professional collaborations & partnerships with Lollapalooza, Patagonia and Airstream.[12:00] Custom clients found them through their print work[19:00] Attracting the right clients using a strong brand.[20:00] Hiring their first employee & the importance of finding someone with flexibility [24:00] Winning the airstream trailer design competition[29:00] Summer travel plans in the Airstream trailer[32:00] Transitions they've experienced as they've grown[36:00] Benefits of staying small and nimble.[37:30] Focusing on what is going to work, and not letting failures get you down.[39:00] Upcoming project with L.L. Bean[32:30] What's next for We Are Brainstorm

KEY TAKE-AWAYS:

"We always dig deep into our own lives for inspiration" - Briana Feola

"We're eternal students and want to keep learning no matter what the subject is" - Briana Feola

"As entrepreneurs, we tend to be more critical of ourselves than anyone else is" - Katie Hunt

"Going to Tradeshow Bootcamp was an eye opening experience that was necessary to set us in motion for the next four, five years now." - Briana Feola

"I feel like your business should always be in some state of transition" - Jason Snyder

"One benefit of being a small business owner is that we can be nimble and make our own decisions, shift gears however we need to" - Katie Hunt

"We pride ourselves on the fact that we stay super small and adaptable" - Briana Feola

'I need to get out of my own way, sometimes" - Briana Feola

LINKS:

Brainstorm National Park series

Brainstorm's work for Lollapalooza

C3 Presents

Brainstorm for Patagonia

Airstream Trailer Contest

Mama's Sauce

Adobe Max

Renegade Craft Fair

Brainstorm for L.L. Bean

Paper Camp

MEET BRIANA & JASON:

Brainstorm is a print shop and collaborative design studio working from a historic mill in Dover, New Hampshire. Owned and operated by Briana Feola and Jason Snyder, Brainstorm is rooted in the production of original art prints inspired by science, nature, and the outdoors. They also design for people and companies that appreciate the creative process, enjoy collaboration, and want to make something tangible in an increasingly digital world.

Website: http://www.wearebrainstorm.com

Facebook: @wearebrainstorm

Instagram: @wearebrainstorm

Twitter: @wearebrainstorm

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/007

Meg Sutton of Belle & Union Co., started her business in 2012 with a focus on creating handmade, American-made goods. Belle & Union has seen a ton of growth in their business in the last five years expanding from the world of letterpress greeting cards into textiles, home goods, kitchen wares and paper gift products. On today's episode, Meg and I talk about research & development of new products in the handmade space, working with sales reps, goal setting and how running a business is a marathon, not a sprint.

ON TODAY'S EPISODE:

[01:00] Meg's story of starting Belle & Union Co. [03:00] Diving head first into her business, launching wholesale & retail at the same time.[05:00] Finding her niche and expanding into gift and foodie products.[07:30] Why B&U focuses on creating handmade, American made products.[9:00] Research & development of new products. Determining if profit margins work for new items.[10:30] Struggles of making American made goods while maintaining profit margin.[11:30] Costs is a large factor in determining what new products to move forward with.[13:00] Focus on handmade allows Meg to control quality of her products.[15:00] Working with sales reps & why she waited to sign with one.[18:00] Providing sales reps with the right sales tools to do the job.[22:30] Trade shows are a marathon, not a sprint.[26:00] Systems around new product releases[27:00] Outsourcing social media management & planning out content.[29:00] Goal setting and what that looks like for Meg.[32:30] What's next for Belle & Union Co.

KEY TAKE-AWAYS:

"I wanted one order. That's all I wanted. And I walked away I think with close to 50 orders at that show, it was an incredible feeling" - Meg Sutton on her first trade show

"I can tell you personally, there is an end to Google, it does end." - Meg Sutton on research & development.

"Our American-made goods are going to be around the same cost as something made overseas. And I think that's a really big accomplishment." - Meg Sutton

"We did cutting boards for a little while and I loved them, they fit the brand great but we really just weren't making our margins on them. So at the end of the day it just didn't make sense [to produce them]." - Meg Sutton

'Your sales reps are part of your team, and you need to make sure they have the tools that they need to do the job" - Katie Hunt

"It's a marathon not a sprint." - Meg Sutton

"A lot of us wear a lot of hats, so we juggle all of them and keep the business moving forward" - Meg Sutton

"Now we plan out content, we have a content calendar and a schedule that we follow. And it shows. We've seen growth in the last six months not only in our followings but that translates to sales." - Meg Sutton

I would encourage people to take the time to write out their purpose or their mission statement. Writing it down completely changed my perspective and enabled growth. - Meg Sutton

MEET MEG SUTTON:

It all started in 2012 with a relationship: a Southern art student and a Northern soldier fell in love along the sandy beaches of Tybee Island and the shady moss-draped oaks of Savannah, Georgia. Everything you'll find at Belle & Union Co., is steeped in Southern hospitality, from the deepest grooves of our letterpress greeting cards to the very (literal) fiber of our signature tea towels: all proudly American made. We've got a soft spot for vintage American wit and wisdom and goods that tote a bit of a foodie twist. To us, nothing says home and comfort quite like the scents of Mawma's kitchen; it's the heart of the home and the memories made in it feed our souls.

Website: http://www.belleandunion.com/

Facebook: @belleandunionco

Instagram: @belleandunionco

Twitter: @belleandunionco

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/nss2017part2

I'm back with Part 2 of our National Stationery Show recap. We're talking with six of our TSBC alumni hearing what went well at the show, how the show has evolved and a couple will weigh in on how the show differs from NY Now and Atlanta's Mart. Today's episode features interviews with Sarah from Parrott Design Studio, Joel from Iron Curtain Press, Lana from Lana's Shop, Julie from Julie Ann Art, Kristen & Pam from Reyn Paper Co., and Tammy from Banquet Workshop.

ON TODAY'S EPISODE:

Sarah Bianculli from Parrott Design (4th year in 5 years at NSS)

[01:30] How this show compared to previously shows she's done. [02:00] Expanding into more gift categories including canvas pouches, notepads, pens and pencils[03:00] Benefits of attending the show and meeting people face to face[04:00] Licensing projects with Papyrus and interest from Kodak; other benefits of being at the show.[04:30] Importance of follow-up after the show[05:00] Do a lot of research for the stores that are a good fit for you, quality over quantity.[05:30] Persistence and patience pay off. Don't give up and stay in front of the buyers you're a great fit for.

Joel Kvernmo from Iron Curtain Press (5th year at NSS)[06:00] Hard wall booths and changing up their design year after year.[07:00] Reusing booth materials to keep costs low, including foam tiles, shelving and storage[08:00] New product releases for this year: reporter notebooks, task pad, pencil bags[08:30] Best selling products at the show.[09:00] Don't overextend yourself financially as you're starting a business. Baby steps and slow growth is better than a big jump, then a big fall.

Lana from Lana's Shop (2nd year at NSS)[10:00] How Paper Camp helped her coming into her second year.[10:30] Continuing the momentum from her first year into the second year. [11:00] Unexpected mishaps: their crate was damaged in shipping[12:00] Opportunities she experienced being at the show: meeting artists & designers in person and potential collaborations[13:00] Go all out. Have confidence and stay true to your own designs

Julie Richardson from Julie Ann Art (2nd year at NSS)[13:30] Second year feels more prepared. Logistics get easier.[14:00] Creating unique decor for her booth that didn't take away from the product.[15:00] Lighting mishap and how she handled it. Resources are available on site.[16:00] NSS is a special atmosphere. [16:30] Advice: Join Tradeshow Bootcamp. Do your research. Don't be intimidated. We're all in this together.

Kristen & Pam from Reyn Paper Co. (3rd year at NSS)[17:00] Difference between types of buyers at NSS vs Atlanta Mart. Orders are typically bigger for Reyn at Atlanta (volume-wise). [19:00] Logistical difference between New York & Atlanta[19:30] Types of buyers they are seeing at National Stationery Show.[20:30] Different shows have different types of buyers. Find the best show for you and your products.[21:00] Find your right audience and get your products in front of them. [22:00] Looking at your return on investment.

Tammy Lawrence from Banquet Workshop (6th year at NSS)[22:30] How NSS compares to NY Now from an exhibitor stand point.[23:30] Types of buyers that shop NY Now vs Stationery Show.[24:30] She's seeing more and more exhibitors branching out into gift products because that is what the buyers want.[26:00] Make half your line birthday cards.[26:30] Branching out into textiles, more cards, etc. [27:00] All buyers buy different product mixes for their stores.

INSTAGRAM HANDLES -- Tell them you heard them on Proof to Product!

Parrot Design

Iron Curtain Press

Lana's Shop

Julie Ann Art

Reyn Paper Co.

Banquet Workshop

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/nss2017part1

I recently was in New York for the National Stationery Show where myself and approximately 70 of our Tradeshow Bootcamp alumni were exhibiting. And, I thought it would be fun to chat with a handful of exhibitors, everyone from first time exhibitors to seasoned pros. This episode is part one of a two part special edition series and it features interviews with Stephanie from Dahila Press, Katie from The Good Twin, Shino and Ken from Fugu Fugu Press, Michelle from Meeschmosh, Denise from Friendly Fire Paper and Chelsea from Sugar Paper. Enjoy!

ON TODAY'S EPISODE:

Stephanie Clarke from Dahlia Press (3rd year at NSS)

[01:00] How the show has changed year over year for Stephanie. [02:00] Increased confidence that comes with exhibiting multiple years.[02:30] Being able to say no to things that aren't the right fit for her business.[03:00] Licensing, custom projects and other opportunities that evolved being at NSS in 2017.[03:30] Making time to connect with industry colleagues and peers[04:00] Unexpected issues with shipping to the show and how she handled it

Katie Wilson from The Good Twin (2nd year at NSS)[04:30] Recap of relationships and opportunities she experienced being at the show.[05:00] Thoughts on NSS moving to a lower level at Javits (we like it!)[06:00] Building on relationships with retailers and meeting buyers from big box stores [06:00] Potential licensing projects with Penguin and Random House [06:30] Connecting with industry colleagues at the show[07:00] Industry specific shows vs shows with wider range of vendors[07:30] Standing out amongst others in the industry

Shino & Ken Charlson from Fugu Fugu Press (10th year at NSS)[08:00] How the show has evolved over the last 10 years.[08:30] Reaffirming relationships with current accounts & growing the size of orders. [09:30] Benefits of using face time at the shows to get feedback on your products.[10:30] New accounts vs fostering relationships with current accounts.

[11:00] Jitters before you write that first order at a show. [12:00] Trying new things with their line and feeling validated when people buy[12:30] Putting yourself and your work out into the world[13:00] Established companies still feel the jitters

MIchelle LaRocca from Meeschmosh (3rd year at NSS)[13:30] Smooth sailing during set-up at the show[14:00] Other opportunities at the show: Licensing possibilities with Hallmark, Harpers[14:30] Benefits of being at a show

Denise from Friendly Fire Paper (1st year at NSS)[15:00] First year at the show reached & exceeded her goals[15:30] Benefits of being at the show aside from sales [16:00] The unknowns of set-up went smoother than she expected[16:30] Rules change year to year; stay flexible and keep an open mind.[17:00] Meeting independent boutiques like Cursive and big box stores like Paper Source[18:00] Research, ask questions, don't be afraid to reach out.

Chelsea Shukov from SugarPaper Los Angeles (6th year at NSS)[18:30] Learning as they went when they first started selling wholesale and exhibiting.[20:00] Get your pricing right, do your research and know what the market will bear[20:30] Converting their Target customers into luxury planner customers[21:00] Differentiating yourself & maintaining a clear identity in your business[21:00] As a buyer she wants to see authentic work[22:00] How the show has evolved: It's tiny but mighty.

KEY TAKE-AWAYS:

My confidence has grown in many ways - Stephanie Clarke, Dahlia Press

"I like to think that even if I'm in a sea of stationers, my stuff will stand out and fill a need for my retailers." -Katie Wilson, The Good Twin

We reaffirm relationships by being at the show. Our buyers are growing with us. And we value that. -Ken Charlson, Fugu Fugu Press

"Stay flexible and keep an open mind." -Denise, Friendly Fire Paper

"Shipping product that is not making you any money, is not doing you any favors. You're working for free." - Chelsea Shukov, Sugar Paper

"Maintain a clear identity in your business" -Chelsea Shukov, Sugar Paper

INSTAGRAM HANDLES -- Tell them you heard them on Proof to Product!

Dahla Press

The Good Twin

Fugu Fugu Press

Meeschmosh

Friendly Fire Paper

Sugar Paper

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/006

Katie Wilson is the owner of The Good Twin, a stationery company known for its playful illustrations and hand-rendered type. Katie's story is a unique one in that The Good Twin is her second successful business in the stationery industry. On today's episode, Katie and I will talk about the pros and cons of being ahead of trends, the importance of slow sustainable growth and why we should never ever compare ourselves to other people's businesses.

ON TODAY'S EPISODE:

[01:00] Katie's story & how she started The Good Twin. [04:30] Reflecting on brands that came before her in the stationery industry.[06:30] Getting back to the night time hustle of designing.[09:30] Winning the Paper Camp scholarship.[11:00] Exhibiting at NSS was a big scary unknown, lots to learn.[13:30] Katie's inspiration when she's creating new products[16:30] Being on the front end of a trend, the pros and cons[21:30] Finding manufacturers for new product lines.[22:00] Determining how much product to order & how much money to invest.[26:00] Manufacturing overseas & the debate of whether to go overseas.[30:00] Keeping open lines of communication with your buyers[32:00] Working with big box stores & how that helps fund new products for her business.[34:30] Appreciate your peers in the business, rely on them for support & share information.[35:30] Having slow, sustainable growth is essential. Don't compare yourself to others.[34:30] Building a business takes time, don't rush it.[38:00] What's next for The Good Twin[40:00] Deciding What to Delegate Course

[36:30] Focusing on the higher level, revenue generating projects and hiring for the rest.

KEY TAKE-AWAYS:

" Sales rep knowledge is so valuable. They are on the ground with people just really getting it done." - Katie Wilson

"You think it's fun to be on the front end of a trend, and be the cool kid. It's not." - Katie Wilson

"It is scary to lay out that cash, out way at the beginning for something that you're not sure if it's gonna sell." -Katie Hunt

"If you can't make your margins work on a reasonably small amount, you probably shouldn't be making the products." -Katie Wilson

"If you shine, I shine." - Katie Wilson

"Having slow, sustainable growth is so essential." - Katie Wilson

LINKS:

Dude & ChickCrow & CanaryGreenwich Letterpress

Paper CampPinnacleDeFrance PrintingMama's SauceBelle & Union Co.

TSBC Deciding What to Delegate Course - Free!

MEET KATIE WILSON:

Katie Wilson is the owner of The Good Twin, a stationery company known for playful illustrations and hand rendered type. With the help of her right hand pug, Peggy Day, Katie (who is really a twin, and a good one at that) has grown her Los Angeles based brand into a full line of greeting cards, office supplies, and enamel pins. She has over ten years of experience in the paper goods world, working as an illustrator, shopgirl, and co-founder before striking out on her own in 2014. After attending Paper Camp in September 2015, The Good Twin debuted at the National Stationery show in 2016.

Website: http://www.thegoodtwin.co/

Facebook: @thegoodtwinco

Instagram: @thegoodtwinco

Twitter: @thegoodtwinco

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/005

Sara McNally is the owner of Constellation & Co., a letterpress studio and retail shop based in Seattle. She attended Paper Camp in 2013 prior to jumping into wholesale and doing her first trade show. On today's episode Sara talks about juggling a manufacturing business and retail shop, utilizing interns and falling in love with letterpress.

ON TODAY'S EPISODE:

[01:00] From design school to Constellation & Co. [04:30] Falling in love with letterpress and following a dream.[06:30] Jumping into wholesale, moving away from custom work.[09:30] Product development & adding new product categories.[12:30] How running a retail shop has changed the way she manufactures products[16:00] Starting the Constellation & Co retail shop[20:00] Managing a manufacturing business & retail shop in tandem[22:00] Roles & responsibilities of the Constellation & Co staff.[23:30] Hiring for family help helps the business too.[27:00] Utilizing interns[29:30] Using the interview & application to hone in on the right candidates[35:00] Don't get in over your head with inventory.[36:30] Focusing on the higher level, revenue generating projects and hiring for the rest.

KEY TAKE-AWAYS:

"I'm too passionate and I'm too driven to allow someone else to burn me out at 23" - Sara McNally

"I just feel really grateful, that there were buyers that invested in me, when I had no idea what I was doing." - Sara McNally

"Like everything else that I've done in my business, my shop has been a learning experience and a little bit of kismet." - Sara McNally

I'm a big fan of delegating, whether it's for your personal life, or your business life or culmination of the two. - Katie Hunt

We always need to be professional, because this is a business but also realize that life happens. - Katie Hunt

You can't teach passion, you can't teach business acumen but you can teach technical skills. - Katie Hunt

"Don't get yourself in over your head with that overhead" - Sara McNally

LINKS:

Paper Camp

TSBC Deciding What to Delegate Course - Free!

Sugar Paper Los Angeles

Tina Fey's Bossypants

MEET SARA:

Sara McNally is the owner of Constellation & Co., a letterpress stationery company and retail shop in Seattle. She is a writer, designer, and letterpress printer (as well as wife, mom, podcast enthusiast and Seattle Sounders FC soccer fan). Sara is inspired by real life relationships and the words that help us express love and support to the people in our life.

Website: constellationco

Facebook: @constellationco

Instagram: @constellationco

Pinterest: @constellationco

Twitter: @constellationco

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/004

Kristen Ley is the sole owner and founder of Thimblepress, a lifestyle brand that focuses on creating products and experiences that make you smile and want to celebrate life's moments, big and small. Kristen created Thimblepress out of her garage in 2012 and the company has seen tremendous growth since then. She now has a team of 15 full-time and part time employees and the company occupies 7000 square feet that includes 2 brick and mortar retail locations. Kristen's products are now sold in over 1500 retail stores internationally and she continuing to work with brands to create unique collaboration and partnership opportunities! Kristen attended Tradeshow Bootcamp in 2013, prior to launching to the wholesale market. On today's episode we're talking about hiring from within, fostering a team environment, things to consider when entering professional partnerships and how she fell into business backwards.

ON TODAY'S EPISODE:

[01:00] Thimblepress' story[02:00] Two ways to start a business: Intentionally or falling in backwards.[03:00] Naming Thimblpress[05:30] Making the jump to wholesale & googling what wholesale means.[08:00] HIring and growing the Thimblpress team & promoting from within.[12:30] Using partnerships & collaborations to diversify revenue streams[13:00] Setting clear expectations in partnerships with contracts.[15:30] Collaborating with Hallmark[17:00] Negotiating & protecting yourself when big brands want to work with you.[18:30] Transitions, shifting in business & what she credits her success to.[23:00] Kristen's advice on product development and how she gathers new ideas.[26:00] Thimblepress' social media tips, planning tools & how far out they schedule their posts.[33:30] Creating sub-brands to reach different markets[39:00] Taking a break from trade shows this year.

KEY TAKE-AWAYS:

"I think there's two ways you start a company. You literally fall into it from a hobby or you start with a purpose of wanting to start a company." - Kristen Ley

"Sometimes our line is very eclectic and just all over the place. Honestly, that's my personality. I used to get really down and out about it. I was like, "Man, I wish I had a more cohesive look to all my products, like Megan Bellannion." I feel like she has a great cohesive look. I sat there one day and I thought, "You know what though? This is totally my personality." I'm wacky, and crazy, and weird. I love lots of color. I love drawing. I love painting. I love trying new things. Truly, this line is my personality come to life.

Because I never wanted to ask for help, but I've learned how to now." - Kristen Ley

"We're very picky with all of our products and make sure they're the highest of quality standards." - Kristen Ley

"I never want to stop learning and stop trying to make Thimblepress better. Because I think when you stop, you become complacent." - Kristen Ley

Running a business can get very uncomfortable at times because you are making tough decisions that play into the longevity of the business, the sustainability of the business. If you're not feeling a little uncomfortable in whatever you're doing, then you're doing something wrong. - Katie Hunt

"Your products need to solve a problem for your customer" -Katie Hunt

"Social media is intended to be social. It is a place to have conversations" -Katie Hunt

"You don't need to do trade shows to have a successful wholesale line." - Katie Hunt

"I've always done things how I wanted to do it. March to the beat of my own drum and not let the industry decide for me." -Kristen Ley

LINKS:

Paper Camp

Thimblpress ShopThimblepress for Target (the secret March release she alluded to!)

Grum.co

MEET KRISTEN LEY:

Kristen Ley is the sole owner and founder of Thimblepress®, a lifestyle brand that focuses on creating products and experiences that make you smile and want to celebrate life's moments, big and small. I created the company out of my garage in 2012 and since then have been going strong, growing my team, and continuing to develop products that I truly love. I create all the art for every single one of our products. Thimblepress now has a team of 15 full-time and part time team members, occupies 7000 square feet, has 2 brick and mortar retail locations, is sold in over 1500 retail stores and is continuing to work with other brands to create unique collaboration opportunities!

Website: thimblepress.com

Facebook: @thimblepress

Instagram: @thimblepress

Pinterest: @thimblepress

Twitter: @thimblepress

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/003

Lindsay Henry, the founder and creative director of Inklings Paperie opened up shop in 2011 via Etsy and launched the wholesale market in 2015. Her paper products and party goods can now be found in more than 200 retail shops, including Target, Paper Source, and Anthropologie. On this episode we'll talk about creating excellent client experience, slow but thoughtful growth, and why both of us need to make more time for self-care.

ON TODAY'S EPISODE:

[01:30] Inklings Paperie story moving from custom work to wholesale[06:40] Utilizing customer feedback when creating new products for retail[08:00] Benefits of spending time with wholesale customers[09:00] Working with big box stores[10:45] Hiring help to package orders & scale her business [12:40] Finding staff in unexpected places[14:00] Why Lindsay waited a year from attending her first show to exhibiting for the first time [15:20] LIndsay's definition of success [16:40] Setting boundaries while having a home-based business[17:30] Prioritizing self-care and realizing it is a work in progress.[19:20] Two pieces of advice Lindsay would tell herself if she was just starting out again [20:00] Focusing on customer experience resulted in over 8,000 five-star reviews on Etsy.[21:40] Nurturing wholesale customers [22:35] What's next for Lindsay and Inklings Paperie

KEY TAKE-AWAYS:

"Having a great product is just the beginning. Making your customer experience exceptional will set you and your business apart." - Lindsay Henry

"Gauge the market and see where you fit in" - Katie Hunt

"Build a brand that people can believe in and stand behind." - Lindsay Henry

"We look at every order not just as a transaction but as someone who is inviting us to be a part of their life events." - Lindsay Henry

"Keep the big picture in mind." - LIndsay Henry

LINKS:

The National Stationery Show

The Louie Awards

Love Marks by Kevin Roberts

*some links may be affiliate links

MEET LINDSAY HENRY:

Lindsay Henry is the Founder and Creative Director at Inklings Paperie, a stationery and lifestyle brand based in Canton, Michigan. Lindsay worked as a freelance designer and brand strategist for non-profit organizations and global brands until she launched Inklings in 2011, opening up a little shop on Etsy. In 2016, Inklings made its NSS debut and was recognized by the Greeting Card Association with a Louie Award and the 2016 Consumers' Choice Award. Inklings products are now carried by nearly 200 retailers internationally including Target, Paper Source and Anthropologie.

Website: inklingspaperie.com

Facebook: @inklingspaperie

Instagram: @inklingspaperie

Twitter: @inklingspaperie

JOIN THE TSBC FAMILY:

Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our Paper Camp conference this September in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp

ABOUT PROOF TO PRODUCT:

Proof to Product is brought to you by Tradeshow Bootcamp and hosted by me, Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Mentioned in this episode:

Take the free quiz!

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