the crafty superstar ultimate craft business guide
TRANSCRIPT
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ByGRACE DOBUSH
CINCINNATI, OHIO
B us i ness
G uid e U l t i mate Cr af t
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C O N T E N T S
Introduction 4
Chapter 1:
Do You DIY? 6Why Handmade 8
What’s “Indie”? 8
Motivations 11
Expectations 13
Journaling Prompts 16
Chapter 2:
Biz Basics 24Seing Up 26
Pricing 29
Pricing Strategies for
Creative Types 32
Three Reasons Why
Discounts are Deadly 34
Boosting Production 36
Finding a Good Workspace 38
Geing Paid and Keeping Track 40
Keeping It Legal 43
Sales Tax Cheat Sheet 48
Chapter 3:
Selling Out 50Where to Sell 52
Get a Website 60
How to Not Sell 74
Chapter 4:
Indie Craft Shows 76Are You Ready? 81
Application Process 82
Geing Prepped 86
Table Displays 89
Day of Show 102
The Postmortem 109
DIY Cra Shows 110
Organizing Your Own Cra Show 112
Chapter 5:
Get Noticed 116Be Your Own PR Person 118
Direct E-Mail 119
Social Media Advice 121
Geing Press 126
Advertising 138
Get Published 139
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Chapter 6:
The Next Level 142Working for a Living 144
Maintaining a Personal Life 145
Taking Stock 148
Changes 151
Going Full-Time 152
Staying Organized 153
Geing Help 154
OMG, I’m on Regretsy? 158Yep, You’re on Regretsy 160
Profiling Your Most Valuable
Customers 162
Seing Goals 170
Epilogue 180
AppendicesForms and Templates 182
Small Business Websites 194
Cra Business Websites 196
Suggested Reading 197
E-Commerce Websites 198
Creative Business Conferences 199
Indie Cra Shows 200
Supplies 204
Important Data and
Passwords 205
Important Contacts 208
Notes 214
The Contributors 224
Index 236
Dedication 238
About the Author 238
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Introduction
STATE OF THE CRAFTY UNION
Since the first edition of Crafty Superstar came out in 2009, a lot of
stuff has changed.
More people than ever before are selling their crafts online, whichmakes it more challenging to get noticed. More makers are applying
to sell at craft shows, which makes it more difficult to get accepted. On
top of all that, the economy’s remained in the dumps, and everything’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 bookhave gone through changes since then. Some have stepped back from
the craft world, and a few have become even bigger superstars.
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I’ve been through work and life changes myself. 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
put on two huge shows every year—in addition to our day jobs. I’ve sold
my handbound books and linocut cards at some of the biggest indie craft
shows around the country—some of which have been great and some of
which have not. But I’ve discovered that, for me, interacting with people
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 to craft businesses today. This is a book
that can help you get started with your craft business—and grow with you as your business evolves and changes. I’ve included my favorite
small-business resources, the advice of dozens of crafters and helpful
tips from experts to help you make your creative business everything
you want it to be.
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Crafts have gotten so popular in the last decade that sometimes it
seems like everybody and their grandma are getting on the business
bandwagon. And with the dismal economic environment, lots of folks are
seeking secondary (or tertiary) sources of income.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 should take by meditating on your motivations
and expectations. If you just want to cash in on the handmade trend,
you may be disappointed. Profits don’t come easy, and there’s a lot of
competition in the DIY marketplace. If you need to make bucketloads ofcash 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 around the world and make lots of new crafty friends. Off we go!
Chapter 1
Do You DIY?
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Indie Craft Trends
In 2009, Garth Johnson said: “Aer 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
knuckles train.”
Indie cra trends never cease to amuse me: One
maker will use a kooky (oen 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 Target
and H&M. My web developer friend Paul Henrich
and I created the site Cras are the New Cras
(www.crasarethenewcras.com) to poke fun at the
cra trends popping up.
And then I made my Indie Cra Trend Engine, an
analog version of the website. I built this “engine”
out of a shoebox, poster tubes and an oatmeal
canister. People can turn the knobs to come up witha prediction about what
the next big cra trend
will be. (Ibexes are the
new sparrows? Arugula
are the new cupcakes?
Mustaches are the new
mustaches?) And then,
for $3, I print their
pairing on a card with
hand-carved stamps.
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J es s e B rey t en b a c h o n . . . Mo t i v a t i o n s Jesse Br eytenbach is an illustr ator and cr aer in South Af r ica who makes beautif ul hand-
pr inted f abr ics and many other things under the name Henr i Kuikens.
“ I think if I only wanted to make money, ther e ar e f ar less complicated ways of doing
so. W hen I discover ed cr a f or ums on the Inter net, I just wanted to be par t of that shar ing
of ideas. Pr ofit does come into it—I pr ice my goods to make money, par tly to keep in
line with other cr aer s and par tly because I think it’ s only wor th doing if it is actually
pr ofitable. I’ d love to make a living doing only what I love, but I’ m not r eady to give up my
day job completely.“ I’ m also not sur e that I’ m the kind of per son who can wor k out what will sell and r efine
that to come up with a line of pr oducts judged pur ely f or pr ofit. Par t of my love of cr aing
is just that—a love. I en joy making new things, and I par ticular ly en joy figur ing out how to
make them. I oen take inspir ation f r om my own lif e, making what I need or want, which is
pr obably not the best business model.“ Helping the envir onment is a backgr ound motivation—I make things on a small scale
and pr ey much stick to what I can make myself , pr oducing as lile waste as possible. I
tr y to use f ound or vintage f abr ics—my initial motivation f or block-pr inting f abr ic was a ‘ no
waste’ one. I didn’ t want to have silkscr eened yar dage that I might not use; I thought if I
could cr eate a f ew motif s that I could pr int in diff er ent paer ns as I needed them, even
cuing out the pieces of f abr ic f or a bag fir st, and then pr inting, I’ d be able to save f abr ic.”
These are all good reasons to
try to take your craing 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.
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: ______________________
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EXPECTATIONS
Aer 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 aer the cra show. Can you bear to never see it
again? It’s a lile like giving away kiens. 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 puing your personal projects on the back
burner. It could also mean developing a repetitive stress injury. That’s why
finding joy in craing 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
cray 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 industrial-
revolution-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. Or it might mean dipping into savings, reworking your
household budget or canceling cable. If you have no pennies to pinch, 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.
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O l i v era B ra t i c h o n . . . Ap p ro a c hi n g S ho p s Oliver a Br atich opened W holly Cr a in Columbus, Ohio, in 2005.
“ Bef or e appr oaching us, do a lile homewor k. If you can, visit the shop in per son to
see if your items would be a good fit and if we car r y anything similar alr eady. If you’ r e
not in the ar ea, r ead all the inf or mation off er ed on the website and check out other
cr aer s we wor k with. T his will give you a good idea of the context your wor k will be
displayed and sold in, and how best to appr oach the shop.“ Appr oach a shop with a selection of your popular designs and pieces, not the stack
of unsold items you have leover f r om a cr a f air . W e have to make a decision on your
entir e line, so show your best wor k. If you’ r e submiing wor k online f or consignment
consider ation, invest a lile time in lear ning to take good photos. And never get
discour aged by r e jection f r om any shop. Oen it’ s not a dir ect r eflection of your wor k.
T he shop may not be a good fit f or your style or they might alr eady car r y something
similar . In our case, our space is pr ey limited, so at times we’ r e not taking any new
items in a par ticular categor y until we clear out what we have to make space.”
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Mix-and-Match
Packaging ConceptsChoose one (or two) items from each container to come up with a packaging
concept that works best for you.
kBasic Package
cardboard box
shoebox
envelope
cloth bag
lunch bag
paper grocery bag
gi box
butcher paper
scored fold-over mailer
poly bag
takeout box
poster tube
glass jar
static-proof bag
glassine paper envelope
paper coffee cup
burlap sack
reusable tote bag
mesh pouch
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Quiz: What Kind ofCrafter Are You?
You don’t need to be the next Jenny Hart to clean up at a cra show,
but you should have your lile ceramic pirate ducks in a row. The results
of this quiz will give you tailored suggestions 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 grandma buys me out beforeanyone else can.
d. Yeah, on Etsy!
2. Does your business have a name?
a. Yes, and a trademarked logo and a spin-off brand for kids.
b. Not really.
c. Kat’s Kountry Kras
d. I just came up with one: Gliercra Fluerbuy!
3. Have you spent much time developing andperfecting your cras?
a. Well, yeah—otherwise I wouldn’t have goenthat 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 craing at my weekly Stitch ’n Bitch.
4. How would you describe your style/aesthetic?
a. Sleek, chic and cheeky.
b. Quirky, dark and entirely indie.
c. Potholders only my grandma could love.
d. Sparkly, fluffy and fun!
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EPILOGUE
If I had to boil down this book’s advice to three points, it would be these:
Be informed.
Be confident.
Be yourself.
Cray Superstar is just a jumping-off point in your pursuit of indie
business. I’m not a tax wizard or lawyer—I’m just a craer 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 craers and creatives. Whether it’s starting up an
event in your own community, traveling to meet other craers or joining an
online group, making cray 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 craers 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 cray superstar you always dreamed of!
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ABOUT THE AUTHOR
Grace Dobush is a writer, editor and craer
based in Cincinnati, Ohio. By day, she’s the
executive editor of HOWInteractiveDesign.comand the community manager for HOW and
Print magazines. By night, she’s a co-organizer
of Cincinnati’s biannual Cray Supermarket,
and she’s sold her handbound books and
linocut cards at shows around the country.
A proud alumna of Kent State’s journalism
school, Grace has wrien about cra, art,
design and other random things for Wired ,
HOW , Family Tree Magazine and The
Artist’s Magazine, among others. Learn
more at www.craysuperstar.com, and
keep up to date with her on Facebook at
www.facebook.com/craysuperstar and
on Twier at @GraceDobushToGo!
DEDICATIONFor my cray grandmas, Frances and Marian.
base
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CALLING ALL CRAFTERS!
Let’s face it, peeps; the craft business world can be a
tough one to navigate. Luckily, you have the CraftySuperstar 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!
E A N
W7388
51799
ISBN-10: 1-4403-2037-3
ISBN-13: 978-1-4403-2037-8
US $19.99(CAN $20.99)(UK £14.99)
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 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!
P C
CRAFTS