The Crafty Superstar Ultimate Craft Business Guide

e C t a r  af t   m  i    t t t   l  U s s G  e  n u  i id e s  u  B

By GRACE DOBUSH

CINCINNATI, OHIO

 S  T  N  E  C O N T

Introduction

4

Chapter 1: Do You DIY DIY? ?

6

Why Handmade

8

What’s “Indie”?

8

Motivations

11

Expectations

13

Journaling Prompts

16

Chapter 2: Biz Basics

24

Seing Up

26

Pricing

29

Pricing Strategies for Creative Types

32

Chapte r 3: Chapter Selling Out

50

Where to Sell

52

Get a Website

60

How to Not Sell

74

Chapte r 4: Chapter Indie Craft Shows

76

Are You Ready?

81

Application Process

82

Geing Prepped

86

Table Displays

89

Day of Show

102

The Postmortem

109

DIY Cra Shows

110

Organizing Organizi ng Your Own Cra Show 112

Three Reasons Why Discounts are Deadly

34

Boosting Production

36

Finding a Good Workspac orkspace e

38

Geing Paid and Keeping Track

40

Keeping It Legal

43

Sales Tax Cheat Sheet

48

Chapte r 5: Chapter Get Noticed

116

Be Your Own PR Person

118

Direct E-Mail

119

Social Media Advice

121

Geing Press

126

Advertising

138

Get Published

139

Chapter 6: The Next Level

142

Working for a Living

144

Maintaining Maintainin g a Personal Life

145

Forms and Templates

182

Taking Stock

148

Small Business Websites

194

Changes

151

Cra Business Websites

196

Going FullFull-Time Time

152

Suggested Reading

197

Staying Organized

153

E-Commerce Websites

198

Geing Help

154

Creative Business Conferences

199

OMG, I’m on Regretsy?

158

Indie Cra Shows

200

Yep, You’re on Regret Regretsy sy

160

Supplies

204

Profiling Your Most Valuable Customers

162

Seing Goals

170

Important Data and Passwords

205

Important Contacts

208

Notes

214

The Contr Contributors ibutors

224

Index

236

Dedication

238

 About the Author Author

238

Epilogue

180

 Appendices

Introduction STATE OF THE CRAFTY UNION Superstar  perstar  came Since the first edition of Crafty Su  came out in 2009, a lot of stuff has changed.

More people than ever before before are selling their crafts online, onl ine, which makes it more challenging to get noticed. More makers are applying to sell at craft shows, which makes makes it more difficult to get get accepted acce pted.. On top of all that, t hat, the economy’s remained in the dumps, and everything’ ever ything’s gotten more expensive. But it’s not all bad news. Crafters have more options than ever before for online marketplaces, payment processing services and craft shows. Customers have become more familiar with the handmade ethos, and many more people are specifically seeking out eco-friendly and ethically-made products. People want to support their local artisans and businesses. Some of the crafters featured in the first Crafty Superstar  book   book have gone through changes since then. Some have stepped back from the craft cr aft world, world, and a few hav h avee become be come even even bigger superstars.

4

I’ve been through work and life changes my myself. self. I’m now the community manager for two major design magazines, and I’ve been traveling to speak at creative business conferences around the country. With a friend, I started an indie craft show here in Cincinnati, and we  putt on t wo huge  pu huge shows shows ever everyy year—in year—in additi addition on to to our day day jobs. I’ve sold my handbound books b ooks and linocut cards at some some of the biggest indie craft shows around the countr co untry—some y—some of which which have been great and some of  whichh hav  whic havee not. Bu Butt I’ve I’ve discov discovered ered that, for me, me, interacting with peop people le face-to-face pays off more (emotionally and financially) than trying to sell my goods online. We’ve created a real craft community here in the Midwest, one that supports many shows, consignment craft stores and business events—one that I’m proud to be a part of. So I’ve updated and revised the material that was included in my first book to make it applicable applicable to craft businesses bu sinesses today today.. This is a book that can help you get started with your craft business—and grow with  you  y ou as your business ev evolv olves es and chang changes. es. I’ve inc inclu luded ded my fav favorite orite small-business resources, the advice of dozens of crafters and helpful tips from experts to help you make your creative business everything  you  y ou want want itit to be.

5

Chapter 1

Do You DIY? Crafts have gotten so popular in the last decade that sometimes it seems like everybody and their grandma are getting on the business bandwagon. bandwago n. And with the dismal economic e conomic environment, environment, lots of folks are seeking secondary secondar y (or tertiar tertiaryy) sources of incom income.e. This chapter explores the reasons for the handmade craze and explains some of the terms that get tossed around. You’ll also figure out  what direction your biz sh should ould take by medi meditating tating on your motiv motivati ations ons and expectations. If you just want to cash in on the handmade trend,  you  y ou ma mayy be disap disappointed. pointed. Profits do donn’t com comee easy, and there there’’s a lot of competition in the DIY marketplace. If you need to make bucketloads of cash to have fun with craft, your heart isn’t in it—and buyers will be able to tell. (And this book isn’t for you.) But if you really believe in yourself and the things you create, you should go for it. At worst, you lose a few bucks in Etsy listing fees. At best, you get your crafts into the hands of  people  peop le around the the world world and and make make lots of new crafty friends. Off we we go! go!

Indie Craft Trends In 2009, Garth Johnson said: “Aer “Aer some careful analysis, I think brass knuckles are the new octopi, which were the new owls, which were the new sparrows. Check it out! There are about 200 different brass-knuckle–related items on Etsy right now.. Sell your stock in octopi and jump on the brass now knuckles train.” Indie cra trends never cease to amuse me: One maker will use a kooky (oen vintage-inspired) motif on a bag or T-shirt, and next thing you know, it’s at every cra show and then finally pops up at a t Target Target and H&M. My web developer friend Paul Henrich and I created the site Cras are the New Cras (www.crasarethenewcras.c (www .crasarethenewcras.com) om) to poke fun at a t the cra trends popping up. And then I made my Indie Cra Trend Engine, an analog version of the website. I built this “engine” “engine” out of a shoebox, poster tubes and an oatmeal canister.. People can turn the knobs to come up with canister a prediction about what the next big cra trend will be. (Ibexes are the new sparrows? Arugula are the new ne w cupcakes? Mustaches are the new mustaches?) And then, for $3, I print their pairing on a card with hand-carved stamps.

10

J es s  se  B rey t  te  n b  b a  ac  c   h o n  n  . . . Mo t  ti  i v  v  a  a  t  t i  i o  o  n  n  s  s   

Jesse Br eyte nbach is an i llustr ator and pr inted f abr i cr aer in So cs and many uth Af r  other things ri ca who mak u n d es beautif ul er the name “ I think if I on handHenr i Kuiken ly wanted to s. make money so. W hen I d , ther e ar e f a iscover ed cr a r less compli  f or ums on of ideas. Pr o cated ways o the Inter net, fit does com f doing I  ju  j u e s t i nto it—I pr ice wanted to be line with oth my goods to par t of that s er cr aer s an make money har ing d par tly beca pr ofitable. I’ d , par tly to ke use I think it’  love to make e p in s only wor th a living doing day j jo ob complete d o i n g o i f  n it is actually ly what I love ly. , but I’ m not r eady to give “ I’ m also not up my sur e that I’ m the kind of p that to come er son who c up with a line an wor k out of pr oducts is j ju ust that—a lo what will sell  j ju udged pur ely ve. I en j jo and r efine oy making ne f or pr ofit. Pa make them. I w r  t t o h f  i n m g oen take in s, and I par ti y love of cr a cular ly en j jo spir ation f r  ing pr obably not r   o o y m figur ing out h my own lif e, the best bus ow to making what iness model. I need or wa “ Helping the nt, which is envir onment is a backgr ou and pr ey m uch stick to w nd motivatio n—I make thi hat I can mak tr y to use f o ngs on a sma e myself , pr o und or vintag ll scale ducing as li e f abr ics—my waste’ one. I le waste as p initial motiva didn’ t want t ossible. I tion f or bloc o have silksc could cr eate k p r  r  i n e t e ing f abr ic wa ned yar dage a f ew motif s s a ‘ no that I might n that I could p cuing out th ot use; I thou r int in diff er e e pieces of f  ght if I nt paer ns a abr ic f or a ba s I needed th g fir st, and th em, even en pr inting, I ’ d be able to save f abr ic.” 

What Drives Your Craft? Try this checklist on for size—check as many motivations as apply.

Making a profit Making a living Having fun Creating a brand Serving a cause Helping the environment Growing your local economy Other: ____________________ ______________________ __

These are all good reasons to try to take your craing to the next level. One of them or some of them may apply to you. Or you can make up your own motivation. Whatev! Just be sure your business plan matches up with your motivations.

EXPECTATIONS Aer you’ve chewed on your motivations for a while, it’s time to take stock and think about what you’d like your business to look like and if you can really make it happen.

Would I have fun crafting for others instead of myself? That beaded cochlear coin purse you fussed over for so many hours will go home with someone else aer the cra show. Can you bear to never see it again? It’s a lile like giving away kiens. Rough, dude. If you’re accustomed to giving away all your creations for birthdays and holidays, you’ll probably be fine. If you’ve stashed away every amigurumi you ever hooked, you might have a problem.

Would I have fun making similar things over and over? Unless you specialize in one-offs, you’ll likely find a few things that sell like gangbusters, and you’ll cra to meet the demand. This can mean long nights and a lackluster social life, plus puing your personal projects on the back burner. It could also mean developing a repetitive stress injury. That’s why finding joy in craing is so important. You don’t want to lock yourself up like you’re in the Triangle Shirtwaist Factory until you perish in the flames of your cray desire.

Do I have the cash to beef up my output? Buying more fabric, paper and rickrack might not be so bad, but what if you need a heavy-duty sewing machine, a ginormous printer or an industrialrevolution-size loom? These are things to consider before you bite off more than you can sew. If you’re serious about growing your biz, a loan might be something to consider. consider. Or it might mean dipping d ipping into savings, reworking your household budget or canceling cable. If you have no pennies to pinch, it’s it’s time to get creative in your approach to production. Look into renting equipment or studio time, or reconsider the way you make things. Do you really need virgin wool, or can you use thri store sweaters? Upcycling is a great way to cut costs, and it’s a great selling point for your goods.

13

Oliver a Br at ich

O l  li  i v  v  e  ra B ra t  ti  i c  c   h o n  n  . . . Ap p  pr  o a  ac  c   hi n  ng  g   S ho p  ps  s   

opened W ho lly

Cr a in Colu mbus, Ohio, “ Bef or e app r oaching us, in 2005. do a lile ho see if your it mewor k. If y ems would b ou can, visit e a good fit a not in the ar  the shop in p nd if we car r  ea, r ead all t er son to r   y a n h y e thing similar  inf or mation cr aer s we w alr eady. If yo off er ed on th or k with. T hi u’ r  e website an re   s will give yo displayed an d check out u a good ide d sold in, and other  a of the cont how best to e x t y o a u p r  p r oach the sh wor k will be “ Appr oach a op. shop with a selection of  of unsold ite your popular  ms you have designs and leover f r  entir e line, s ro   m a cr a f  pieces, not t o show your  a i r  . he stack W  e h b a e v s e t wor k. If you consider atio t o m a k e a d ’ r  ecision on yo n, invest a li re   submiing ur  le time in lea wor k online discour aged r  f  n o i r  n c g by r e j je o t n o s t i g a e n ke good pho ction f r  ment ro   m any sho T he shop ma tos. And nev p. Oen it’ s y not be a go er get not a dir ect od fit f or you similar . In ou r  e fl e c r  t ion of your w style or they r case, our s or k. might alr ead pace is pr e items in a pa y car r  y limited, so r   r ticular cate y s o m ething at times we’ r  gor y until we re   not taking clear out wh any new at we have t o make spac e.” 

58

Mix-and-Match Packaging Concepts

k Choose one (or two) items from each container to come up with a packaging concept that works best for you.

Basic Package

 poly bag



 takeout box

 cardboard box



 shoebox



 envelope



 cloth bag



 lunch bag



 paper grocery bag



 gi box



 butcher paper



 scored fold-over mailer





 poster tube



 glass jar



 static-proof bag



 glassine paper envelope



 paper coffee cup



 burlap sack



 reusable tote bag



 mesh pouch



68

Quiz: What Kind of Crafter Are You? You don’t need to be the next Jenny Hart to clean up at a cra show, but you should have your lile ceramic pirate ducks in a row. row. The results of this quiz will give you tailored suggestions s uggestions for taking on the indie cra show circuit. 1. Are you already selling your stuff online or in shops? a. Here’s my URL and my publicist’s number. b. I’ve been thinking about it. c. Why would I? My My grandma buys me out out before anyone else can. d. Yeah, on Etsy!

2. Does your business have a name? a. b. c. d.

Yes, and a trademarked logo and a spin-off brand brand for kids. Not really. Kat’s Kountry Kras I just came came up with one: Gliercra Fluerbuy!

3. Have you spent much time developing and perfecting your cras? a. Well, yeah—otherwise I wouldn’t have goen that shoutout in BUST . b. I feel most secure when covered in glue. c. I’ve got toilet paper cozies down to a science. d. I do most of my craing at my weekly Stitch ’n Bitch.

4. How would you describe your style/aesthetic? a. b. c. d.

Sleek, chic and cheeky. cheeky. Quirky,, dark and entirely indie. Quirky indie. Potholders only my grandma could love. Sparkly,, fluffy and fun! Sparkly

78

EPILOGUE If I had to boil down this book’s book’s advice to three points, it would be these:  Be informed.



 Be confident.



 Be yourself. yoursel f.



 is just a jumping-off point in your pursuit of indie Cray Superstar  is business. I’m not a tax wizard or lawyer—I’ lawyer—I’m m just a craer like you—so you should definitely follow up with an expert on your financial and legal questions as you build your business. And you absolutely need to build relationships with other craers and creatives. Whether it’s starting up an event in your own community, traveling to meet other craers or joining an online group, making cray friends has been my favorite part of being in the cra biz. We’re all in this for the love of cra, and our flaws and quirks are what make us—and our products—unique. No one else can do what we do, and that’s why our work is valuable. Have fun with whatever you do. Make your own rules and change them whenever necessary. If you don’t want to build a Martha Stewart-size empire, don’t put that kind of pressure on yourself. Make audacious goals, and don’t be afraid to change them as your business grows and changes. Talking to all the craers in this book got me hella excited, and I hope you feel the same way. We’re all in this crazy cra business together, and sharing our experiences can only make us stronger. Channel your chutzpah and be the cray superstar you always dreamed of!

180

DEDICATION For my cray grandmas, Frances and Marian.

ABOUT THE AUTHOR Grace Dobush is a writer writer,, editor and craer based in Cincinnati, Ohio. By day, she’s the base executive editor of HOWInteractiveDesign.com exe and the community manager for HOW  and  and Print magazines. By night, she’s a co-organizer Pri of Cincinnati’s o Cincinnati’s biannual Cray Supermarket, and she’s sold her handbound books and an linocut cards at shows around the country. lin A proud alumna of Kent State’s journalism sschool, Grace has wrien about cra, art, design and other random things for Wired , HOW , Family Tree Tree Magazine Magaz ine and The Artist’s Magazine, among others. Learn more at www.craysuperstar.com, and keep up to date with her on Facebook at www.facebook.com/craysuperstar and on Twier Twier at a t @GraceDobushT @Gra ceDobushToGo! oGo!

238

CRAFTS

CALLING ALL CRAFTERS! Let’s face it, peeps; the craft business world can be a tough one to navigate. Luckily, you have the Crafty Superstar by your side! This updated and expanded guide will navigate you through the ins and outs of setting up shop, advertising your wares, braving the online marketplace and becoming a craft show maven. You’ll find expert advice from Grace Bonney, Cinnamon Cooper and April Winchell, as well as downloadable forms to keep track of your budget, organize your craft show applications and calculate prices and sales tax. Yes, you can sell your crafts, make extra cash and have it all! Inside you’ll find out how to :

 Sell your handmade items ¥ Get publicity and press ¥ Put together an awesome packaging concept ¥ Rock the indie craft show ¥ Set goals, plan for the future and balance life and crafts ¥

Running a craft cr aft business can be a challenge, but you’re up for it, right? Get organized, get noticed and get selling—the Crafty Superstar will show you how!

US $19.99 W7388 ISBN-13: 978-1-4403-2037-8 ISBN-10: 1-4403-2037-3

(CAN $20.99) (UK £14.99) 51799

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