Crafting a Successful Small Business

Making, marketing and merchandising

Joanne Dewberry

• Publisher: Harriman House
• Year: 2012
• ISBN:
  9781908003430
• Topic: Business
• Subtopic: Business General
• Index: Business

The UK handmade market is currently riding high as our attitudes to shopping and the products we want to buy are changing. With this change comes a new wave of manufacturers - small, local and talented.If you are a producer of handmade products, or you have a craft hobby and are thinking about taking the next step and wondering how to do it, then this book has the answers. In it you will find out: - How to turn your hobby into a small business- Where to sell your products, both on and offline- How to price your products- How to develop a unique and recognisable brand- Where to start with visual merchandising- How to use social media to market your businessThis book not only takes you through these points in no-nonsense plain English, but also has quirky craft activities to complete along the way.Jam-packed with top hints and tips from real-life crafty small business owners in the know, this book is essential reading for anyone looking to craft their way to success!

Chapter One: Why Choose Crafting?

The UK handmade market is currently riding high as our attitudes to shopping changes. With this comes a new wave of local manufacturers.

Are you are a producer of handmade products and wondering:

• Whether you could turn your hobby into a small business?
• Where to find information on where to sell your products on and offline?
• How to price your products, including wholesale and sale or return options?
• How to develop a unique and recognisable brand that will enable you to stand out from the crowd?
• Where to start with visual merchandising?
• How to use social media to market your business, building up an excellent PR portfolio but spending little or no money?

This book not only takes you through these points in no-nonsense, plain English, but also has quirky craft activities to complete along the way, highlighting hints and tips from real-life crafty small business owners in the know.

I am not naturally crafty – when I started Charlie Moo’s in 2008 I had not used a sewing machine since textiles at school – but I soon discovered a love for sewing, and how therapeutic it can be. Along the way I have learnt lots of new business skills which I am passionate about sharing with small business owners, and in particular business mums or ‘mumprenuers’. With three children under five myself, I understand the constraints on mums in business. I believe my passion and dedication enabled me to earn the title of Dorset Business Mum of the Year 2010, along with numerous other business accolades in the past few years.

No one can deny the craft market is taking the UK by storm. Arts and crafts is having a huge revival and consumers are increasingly looking for unique, one-off items for themselves, their children or as gifts. People are breaking away from mass-market living; shunning the cloned society where we all dress the same and raise our identically dressed children in our matching houses. Consumers are starting to take more notice of where and how products are made. For years we have found ourselves shopping in out-of-town superstores for our clothing, furniture and food, but in recent times more and more people are breaking away and going back to the high street, looking to support independent local businesses.

Our lifestyle habits are also beginning to go full circle as consumers (and the government) are trying not to be such a throwaway society. For example, seamstresses making keepsake teddies from your child’s baby clothes, or pillowcase dresses which will grow with your daughter from dress to top are both incredibly popular. Arts and crafts really are leading the way in recycling, longevity and uniqueness.

When I started Charlie Moo’s I never really set out to be a ‘crafter’ and to be honest I still do not really class myself as one now. This could be because I have steered clear of conventional craft-selling avenues, such as Etsy and MISI, or traditional craft markets. I can sew fabric party bags but that was really born out of necessity. Really, this is where my craft talent ends. The bulk of my business is handmade party bags and I sell these in large quantities, so I have never looked at increasing my hand-crafted product range; with three children I just would not have the time.

As a small business owner my real talent lies in PR, marketing and developing brand awareness. Making regular appearances on local radio, in local and national newspapers and in magazines has been the driving force, whether that be as Charlie Moo’s or as myself discussing small business information and development. I only have television left to conquer!

Along the way I have met some incredibly gifted artists and craftspeople from all manner of disciplines. It has become apparent to me that many of the ‘craft’ businesses I have spoken to grew from a hobby, often making items for friends, or as gifts; in contrast to my journey where I had to learn a ‘hobby’ in order to start my business. There is no right or wrong way to start. If you already have a hobby that you are skilled in, you can build on orders from friends and family and grow it that way. Or you can do your research beforehand, find out where there is a gap in the market and learn a skill that fills it.

“Odds & Soxlets began after making various sock monkeys, along with illustrated hand-crafted cards for my friends and family as gifts for birthdays and other special occasions. I had such an amazing response that I decided to launch Odds & Soxlets as my first business venture, so my sock creations and illustrations will be available for all to love and enjoy!”

– Erica Martyn (www.oddsandsoxlets.co.uk)

Whilst researching this book I came across a whole host of craft businesses (and a variety of disciplines, motivations, prices, sales techniques, etc.), enabling me to share with you an incredible wealth of resources.

Here are my pros and cons to starting a craft business.

Pros

• Ultimately, it should be enjoyable. Emma Ringer (www.EyeSpyBaby.co.uk) says, “I am still surprised every time I get an order, because I am getting paid for doing something I love!” Crafting is a great way to de-stress, relax and make money.
• You don’t have to stick to one craft. Sewing, knitting, card-making, painting, jewellery-making – there is a wide variety out there.
• Craft businesses generally incur small start-up costs. Even so, you will find that lots of people buy all the equipment and don’t use it, so it’s worth a trip round your local charity shops and car boot sales to keep those start-up costs minimal.

“You can start slowly and build your business organically without needing major investment.”

– Nadine Thomas (www.nellie-dean.com)

• As the products you’re making are unique, there’s no need for hoards of stock. Customers will be buying each item specifically or you will be making to order.
• It’s good for the soul.

“Seeing your ideas come to life – for me, designing an item of clothing that people actually want to buy for their children, then seeing amazing pictures of their little ones wearing it. It honestly makes me smile, even now. It’s really very rewarding.”

– Laura Renton (www.thatssewlaura.co.uk)

• You choose the products you make and sell, which enables you to continually monitor the market and adjust and adapt accordingly.
• There is a huge variety of channels through which to sell your products, both on and offline, which should cater for your individual needs.
• It’s easy to fit around your children and other commitments – many people I have spoken to have been developing their small business around other employment. It’s also a great way to get your children interested in being creative.
• You don’t need to have an extra room to store your equipment or to work from (I used to sew at my dining-room table) but make sure you clear up every single pin (husbands get cross if you don’t!).
• You are your own boss, so you can pick and choose your hours, how and when you work, how and where you sell your products, the orders you take on and what price to charge. You can run your business exactly how you want – you’re not answerable to anyone.

Cons

• Income is variable and irregular.
• It takes a lot of effort to get your name ‘out there’ – especially when you probably just want to be creating products.
• When you first start up there is you and only you. YOU are jack-of-all-trades; photographer, accountant, PR, sales, customer services, tea maker, etc. It can be incredibly hard being spread so thinly, especially if your products are time-c...