Weekly-ish notes on navigating big change

Searching for "say no"

Adventures in Business with Indie Dyer and Designer Karen Robinson

Today I'm happy to share the adventures of Starship Captain  Karen Robinson. Karen is a knitting designer (KarenDawn Designs) and yarn dyer (Round Table Yarns) with an advanced degree in medieval literature, so her pattern and yarn names are based on medieval texts. You can also find Karen's designs on Ravelry and her shop on Etsy.

People have this fantasy of what it's like to be a full-time maker. But what's a normal day for you really like?

I try to get up before my 3-year-old son so I can have time alone in the morning to drink coffee and check my email and Ravelry. The rest of the day depends a lot on whether or not we have any activities planned and if I have any editing projects. My “day job” is a freelance copy editor—I work with indie fiction authors and I’m also the copy editor for PLY Magazine —so the amount of work I have each day can vary quite a bit.

If it’s a stay home day, I get some yarn ready to dye by soaking it in a bucket. I dye very small dyelots (just a skein or two at a time), so I dye a little bit each day if I can. I make a list of what I need to do that day and get breakfast ready. Once we’ve eaten (it takes the 3 year old a long time to eat), the yarn has soaked enough, so I prepare the first round of dyeing and put the yarn in the dyepot. Then if I have an editing project, I may try to work a little on that or take care of some other tasks on the computer. But mostly this time in the morning revolves around my son, so I don’t do anything that takes too much concentration. Every hour or so, I swap out the yarn in the dyepot for another batch.

Then lunch and after that my son goes down for a nap. He’ll be four in August, and I know that he’s bound to give up nap time in the not-too-distant future (although we’ll change it to quiet time when he does), but that’s really when I get the bulk of my work done. As soon as I close his bedroom door, I’m on my computer, editing if I have that work or working on a pattern or making changes to my website or adding new yarn to my shop. He naps anywhere from 1-3 hours (I love those 3-hour nap days!), so I know I have a limited amount of time to work which is a great motivator for getting stuff done (although I do still occasionally get sucked into spending way too long on Ravelry).

Once my son is awake, it’s not too long before my husband gets home. Depending on how much I got done during nap time, I might have to work a little more after that or I might get to be mostly done with work on the computer that day. After my son goes to bed, my husband and I usually watch TV together and this is when I get the bulk of my knitting time.

Karen's Blanchefleur Shawl (www.ravelry.com/patterns/library/blanchefleur-shawl)
Karen's Blanchefleur Shawl (www.ravelry.com/patterns/library/blanchefleur-shawl)

There are so many ways to make a living as a maker – how are you doing it? What have you combined and how has that changed through the years?

The way I’ve been involved in the business side of the fiber world has changed over the years, but it’s finally evolved into something that I’m happy with. For a while, I wanted knitting to be completely a hobby and not something I would ever do for money or as a business. My mother-in-law is a quilter and when someone asks her how much she charges for a quilt, her response is “a million dollars.” Her explanation is that quilting is something she does for fun and that she doesn’t want to feel pressured by it, which is how she would feel if she were working on a commission. So she’s happy to make quilts as gifts for people she finds deserving, but she does it in her own time on her own schedule.

I had that attitude for a while, but then I had my son and I left academia and felt strange about not bringing in any money to the household. I was tired all the time (newborn!) and still wanted to knit, but I couldn’t concentrate on the types of projects I enjoyed doing (intricate cables or lace), so I started making super simple things like stockinette baby hats. But even though I had a baby, he didn’t need that many hats so I got the idea to try selling them. I did a couple of local craft fairs and also rented a space at an artisan shop to sell my knitting. Or attempt to sell my knitting (I also got a sewing machine during this time and sewed some things to sell as well—those things did a little better). I learned that many people didn’t understand how much work it was and I liked using “good” yarn, so the price points I had my items at seemed to be too high for what people were willing to pay but I didn’t want to give them away either, so I actually sold very little.

That whole situation (lasting about a year) was kind of a dark time in my knitting life. I look back at my Ravelry project page for that year and see how little I actually did. And everything I did do was super simple and unchallenging. That’s not the kind of knitter I had been before—if I saw a project I liked, I made it. If it used a technique I hadn’t tried before, I learned it. I didn’t shy away from something because it seemed difficult. So, quite frankly, after that year of selling knitted items, I was completely bored.

I realized I’m a process knitter. I greatly enjoy the actual act of knitting. And I do like using the items I make, but mostly I have stacks of shawls and hats even after giving away a lot of gifts. I had thought the answer to that was to sell those items, but I knew that wasn’t working. So what could I do instead? And how could I get my knitting mojo back and start really enjoying and exploring again?

I had taken a class a few years back at my then LYS about designing a scarf, and I liked that process quite a bit. I finished the scarf, got some test knitters on Ravelry, and posted the pattern for free (my Criseyde Scarf). Over the years since that experience, I had thought about doing more designing, but it was always something that was just in the back of my mind. Then I was trying to find a cowl pattern that matched the image in my head of what I wanted but was having trouble finding it. That’s when things clicked and I decided to try designing my own. I learned a lot by going through that process with the cowl (I have an entire finished cowl that I am completely unhappy with—I’ve kept it rather than frogging it as a reminder that if I’m knitting something and not liking how it’s turning out, I should stop and figure out what I don’t like rather than just thinking “I’m sure it’ll look fine once I finish it.”), which became my Lady Bertilak Cowl.

The act of figuring out how to construct something based on ideas in my head and then putting those into actual knitting is “the thing” that is making me feel completely happy and fulfilled in my knitting life. I have challenge, a lot of process, and a good reason for keeping the finished objects (samples!).

Around the beginning of this year, a friend had decided not to expand her fiber dyeing business into yarn dyeing so she gave me a bag of undyed yarn—with the idea that I could use it for swatches. (I do so many more swatches now as a designer than I ever did before!) But that undyed yarn was calling out for color, so on a whim, I got some acid dyes and started experimenting. And fell completely in love with the process of adding color to yarn. Thus Round Table Yarns was born, and I selected yarn bases that matched up to the patterns I’ve designed. And although I never want to be completely insular—so much beautiful yarn out there!—I am designing more in mind with making the connection between my patterns and yarn (and dyeing colors based upon what might work well with my patterns).

A basket full of Round Table Yarns in the Camelot base, which is a fingering weight MCN.
A basket full of Round Table Yarns in the Camelot base, which is a fingering weight MCN.

 

What new thing are you exploring now?

Different shapes for shawls—I love the triangular shawls but I don’t want to get locked into that construction all the time so I’m trying out some new ideas. Different yarn colors and dyeing techniques. Making self-striping sock yarn (so much work but the results are so much fun!). Knitting with breed-specific wools to see how their characteristics affect the results of the knitted item.

 

What's your definition of success in your business?

It took me a while to figure this out (and I figured it out thanks to a worksheet in one of Tara’s classes), but I realized that it’s pretty simple: I love seeing what other people make with my “stuff”—either one of my patterns or out of some of my yarn (or both!). So I feel successful when I check Ravelry and see someone has posted a picture of a project using my pattern. Although it feels good to sell a pattern, it feels amazing to have someone actually use that pattern. My dream is to be at a fiber festival (either as a vendor or attendee) and see someone wearing one of my designs (or something with my yarn). That experience would make me feel like I’m truly a success.

 

What's the next destination you're working towards?

I’ve been working on a pattern collection with five crescent-shaped shawls. The goal is to have it finished and ready for STITCHES Texas in September (where I’ll have a booth), and I’m on schedule (dare I say even a little ahead of schedule) for it. I’m working with the ladies of Stitch Definition for photography, tech editing, and layout/design, so I’m really looking forward to seeing how it all comes together. Along with that, I’m gearing up for several fiber festivals/events coming up in the fall.

Want to join Karen and other Starship Captains? The Starship is open now (it closes tomorrow!)

The process of introspection, implementation and growth

 The Starship is Now OpenThe Starship is now boarding!

You can read all about it here, but I wanted to give you a bit of a backstage pass into why the Starship is built the way it is.

The Starship only opens once a quarter*, in order to make sure everyone gets started from the same place (and to ensure that I have time to get to know everyone and their business).

*To keep it small + personal (so you can connect, collaborate and befriend each other) only 12 new Captains will beam up this quarter (to join the 70 who are already aboard). After that, boarding closes until October!

The Starship is a place for weekly accountability, monthly review and anytime-you-want-it question-asking…but I’ve learned over the last 5 years (!) that it’s not enough to have resources, you have to know where and how you want to use them. Unless you start with a plan and intention, all the resources can overwhelm you.

Over the years, I’ve built in plan-making, intention-setting rituals + resources, into the schedule of the Starship, so that you will use it to grow and improve your business.

Here’s the process of intention-setting and implementation: 

1. Get oriented in the Starship.

With a quick email series, you’ll learn how to navigate the resources available to you. You’ll also learn how to make a Clear Ask, so that you get the help you need (Captains have told me that they now use this in all their communication!)

2. Get oriented in your own business.

It’s vital to know where your business is, right now. (Not just where you want it to be, or where you think it “should” be). You'll do this by Charting Your Stars. You'll take a week-long course that helps you find your North Star, make your own Star Map for navigating your dreams, and set Destinations that actually matter to you.

This is the first step to ensuring you move forward, in the direction you really want to go (and it's exclusive to the Starship and Lift Off).

3. Make each dream do-able.

On July 6th, the entire Starship makes a Map, using this guide. With a 6 day e-course and a dedicated forum, you’ll identify your next Destination (for the next 3 months) and break it down into do-able To Dos. This is where everything you dream about doing becomes practical.

If you've never set and reached a goal in your business, this process will change your life.

4. Learn how you best work.

After you’ve got your do-able To Dos … you actually have to do them. Through forum posts and weekly check-ins you’ll identify how you best get work done, and we’ll help un-stick you when you get stuck.

5. Learn what you don't know. 

Whether your goal requires you to improve your profitability, create an effective marketing plan, or become more effective with your time, The Starship Library has you covered. You'll have immediate access to over a dozen classes (find the full list here) AND you can sign up for Lift Off (for free!) and build the foundations of your business over the next 6 months

6. Stay on track.

Every month we look back and review your adventure so far in a super-quick Reassessment Log. You can see where you swerved and what you learned. We’re there to cheer on every mile marker you reach!

 

Grace says: “Every year I go through the entire process of Chart Your Stars and Map Making, cover to cover. The insight into what is right for me is undeniable and incredible. So helpful in fact that every month I go back through them and touch up the areas that need to be redefined – a big part of running a successful business is constantly checking in and making sure I'm staying true to my mission and myself!”

After 3 months, every quarter, we start the cycle again with Map Making and review – so that you’re always moving forward, always identifying the next Destination and going after it with the freshest information on your very own business. (This way we avoid the I forgot about my New Year’s Resolutions! problem.)

You don’t need another thing to remember. 

Have you ever bought an online class and then didn’t know what to do or how to navigate the space or what happened when? I hate that! So I’ve built the entire process to come to you easily + simply.

That’s why Starship Captains don’t have to remember ANY of this. Everything I mentioned just comes to you. You don’t have to remember to check a website, or log in, or anything. Every Wednesday I send an email with a mini-lesson, reminders about what we’re doing (the Map Making, the classes), and an invitation to the weekly chat. So if you take a week (or month!) away, you have a chance to jump back in, every week.

What's new

Every quarter we add something new to the Starship, based on member's suggestions. Last quarter I created my most-thorough marketing class (Craft Your Marketing, which you'll only find in the Library!) and Wrangle Your Time.

This quarter we're adding

  • Accountability Partners – want someone to check in with you via email, phone, video, Twitter or something else? You tell us your preferences and we'll hand-match you to an accountability partner.
  • Live Q+As – once every three months, I'll answer all of your questions, via a live video! (Yep, there's a recording!)
  • Every worksheet, video, and audio lesson has been newly edited! This means a more seamless experience for you!
  • A new, seamless payment plan with smaller monthly payments. (Details here)
  • A brand-new option: Warp Drive! If you want one-on-ones with me, you can get that with a Warp Drive Starship membership. And if you don't need them, there's now an option without the one-on-ones.

 

Any questions?

Read all the details here, then send me an email (tara@taraswiger.com) if you've got any questions!

PS. Every class, workbook, and Guide I’ve mentioned comes FREE with your Starship membership. You’ll get access to absolutely everything I do (including exclusive access to one-on-one sessions).

Starship Closed

The Starship is a 90-day Program that guides you through building (and improving!) the foundations of your business AND a community of support.

The Starship is currently closed.

The Foundations we'll cover:
Mission + Map:

In the first two weeks you will get crystal clear on where you right now and where you want to go.

  • You'll define your values + identify your support resources
  • You'll make a plan to get to the very next step.
  • We combine big picture planning, with practical do-this-next planning.

Profitability and Pricing

Next you'll dive into your numbers! Ahhh! Don't run away, I make this super simple!
I'll teach you:

  • Where to find your important numbers
  • Profit and break even math
  • How to troubleshoot any profit problems you have, so that you KNOW that if you sell more goods, you'll make more money.

I'll also teach you how to be sure your next projects are money-making (or life-enhancing!) before you say yes.

Marketing and Messaging

We'll complete the program by making all your time on social media and blogging and email EFFECTIVE. You'll learn:

  • Who your Right Person is
  • How to talk to her + learn from her (so you're improving all the time!)
  • The best tools for reaching your future customers
  • How exactly to use them
  • Lemme be clear: I am not teaching you business THEORY, I am guiding you through building the foundations in your OWN business. Each week will have worksheets and homework, so that you take what you learned and apply it to your own business.

If you do the homework, you will have a clear picture of how your business works and how you can grow, improve or change it up. You will end the program with a big list of things you could do in your business…AND you will learn how to prioritize (via Map Making) so you know what to do first to get you closest to your goal.

With the Program, you also get 3 months of access to the Community.

What is The Community?

 

  • A  private, online space to ask me (and all the other Captains on board) your questions + get specific Do This Next steps or encouragement, exclusive to Captains and with very clear community guidelines, that keep the space friendly and warm.
  • First looks at my next projects –  Every new workbook, book or  class I create is free for Starship Captains.

And if you love the community, you can stay aboard once you finish the program!

 

The Starship is currently closed.

 

.

More than anything, the Starship takes you where you want to go.

With the Map-Making, you define your destination. With the check-ins, you stay on the course. And with community support, we zap anything in the way.

 

More than anything, the Starship takes you where you want to go. At TaraSwiger.com

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5 Lessons I learned from your Income Reports

whativelearnedfromyourincomereports copy

Over the last two weeks, I've shared the Real Numbers, via Income Reports, of other makers just like you. (Find Income Reports of Knitwear Designers here and Handmakers here.) This whole project has opened a lot of conversations and has taught me a lot. Today I’m distilling it all into 5 lessons.

So here's what I learned from looking at the numbers, feelings, and reflections of over a hundred makers and designers:

1. MANY many businesses (ie, people who specifically marked it as a “business” and not a “hobby”) had no idea what their numbers are, in a single month.
I got many messages from makers who wanted to fill it out, but they couldn't. They didn't know where to start in gathering their numbers, or maybe even what the terms meant. This bummed me out, because you can't fix what you don't measure. There's no way of knowing if what you're doing is working unless you've got a way to measure it.

(I share the very beginnings of how to track your numbers in this video.)

 

2. Many makers don’t know what they want.  
When I asked in the survey “How do you feel after answering these questions?” the responses ranged from “Depressed” to “Scared” to “Excited!” That's perfectly normal. I feel all of the above, just about every week. That's just part of being an entrepreneur and building something completely new.

But what stood out for me were the number of respondents who said they didn't know how to feel about it. Is it good? Bad? They didn't know what their numbers meant for their business health. That makes sense, because numbers don’t mean anything on their own.

For example, let’s say you made $20 yesterday. That might be an awesome day if you sell $5 products, or if you don't make daily sales. It might be a miserable day if you sell $500 products, or if you want to make $2,000 a week.

If you don't know what you want from your business, you won't have any context for what a specific number means. Remember: No one number has meaning without context.

Solution: Put them in context! Get clear on what it is you want from your business by defining success.

 

3. Many makers feel disappointed and overwhelmed.
What's interesting is that disappointment and overwhelm aren’t correlated to the income numbers. We all feel it at one time or another. But it did seem to be correlated with how much the respondent understood cause and effect in their business. In other words, if a maker is measuring other numbers (conversion, email subscribers, etc.), they are less likely to be overwhelmed. Why? Because they know what they can do. They recognize that they have options, and that they can experiment. I've seen this to be true, time and again. Just understanding the variables that affect your sales, and how you can experiment with those variables to increase sales, can keep you from feeling so hopeless about your business.

 

4. When you focus in on what matters in your business, everything else becomes obvious.
Several of your fellow readers wrote me to say, “After doing these numbers I realized that I've been wasting my time worrying about X” (X = all the things that have nothing to do with the 4 important business foundations. All the things you think you “should” do).

 

5. You are not alone.
Whether you don't know what your numbers are, you don't know what you want out of your business, or you just feel overwhelmed with figuring it all out – you're really, really not alone. There are hundreds of other makers who feel just like you.

Good news: this confusion and overwhelm can be overcome by focusing in on what you want and building a business based on that. You don't have to feel like this forever. I've worked with dozens of makers who feel a zillion times better about their business. In fact, I created a program to help you do exactly that, and it's open now (come on inside here).

 

What did you learn from the Income Reports?

 

 

5 Income Reports for Knit/Crochet Designers

RealNumbersblogpost

You know I love Income Reports, right? I love reading what’s actually happening in a small business, and I love that people will just share these numbers with us!
Now, not everyone wants to put their income on their website, nor does it make sense for them to! But this means that there are lots of income reports from businesses-who-sell-business-advice but not a lot from other makers.

I set out to remedy that a few weeks ago, and launched the Real Numbers Project. Over 50 (!) of your fellow makers submitted their numbers, and now it’s time to take a look at the results!

I’ve thought long and hard about how to share this info with you, so that it’s as useful to you as possible. I decided to split the responses into two categories: designers (those who sell patterns) + finished-goods makers. There were other businesses who submitted their numbers (thanks!) but not enough to (yet!) put together a comprehensive look at the numbers.

This week I’m sharing the Income Reports of Designers (all of them happen to be knitwear/crochet designers) and next week I’ll send Income Reports of finished-goods makers.

A few things to remember: These numbers represent a TINY slice of possible designers. These are the people who either read my blog, or were sent here by a friend, so I can tell you that they are overwhelmingly women, ages 30-60, who have a college degree or higher, who are VERY comfortable online. That means these numbers don’t represent the many makers who make a living primarily offline.

I chose to share information from the youngest business, the highest and the lowest numbers that were shared with me, along with a few that represented the majority of respondents (both in sales numbers and time in business.) Based on the emails and comments I received, those with the truly lowest numbers (those who are making no money from their business) chose not to fill out the survey. So you should assume that many people make $0. In other words, these numbers aren’t a representative sample of everyone trying to make it as a knitwear designer, they are representative of the people who are making some money as knitwear designers.

Now, before you start reading the numbers, I want you to be aware of two things as you read:

  • How do you feel? (Be aware of the Comparison Game, jealousy or disbelief!)
  • What can you learn from this business?

Let’s jump in:

The Youngest Business

What do you sell?
Knitting patterns
How long have you been in business?
8 months

How long have you been dedicated to working on it as a business?
3.5 months

What was your gross income from your business last month?
$174.00

How much were your expenses last month?
$150.21

What was your net income?
$23.79

Was the last month normal?
Slightly higher

What else aren't the numbers telling us?
I am still purchasing educational materials to learn more skills.

How do YOU feel about the money in your business?
Hopeless, although I suspect I might be selling more than others who have only been going a few months.

{Tara’s note: Do you see how this maker feels hopeless even though she has an actual profit, after just 3 months of focus? This is totally normal! Use this as a reminder to catch yourself when you start to lose perspective!}

What else do you measure month-to-month?
I track email subscribers, social media followers and number of individual sales.

Where do you think most of your sales come from?
Hard to say. Promoting helps I think but I'm trying so many things I'm not entirely sure which is having the most effect.

If you care about something more than sales, what is that specific number?
Email subscribers to my newsletter is important – 463 signed up since Jan.

What kind of marketing do you do? How do you spread the word about your work?
Instagram, Facebook, (automatically sends Instagram to Twitter), blog, podcast, new Ravelry group.

Is there something in particular that you feel helped your business move forward?
The gradual shift towards believing I could do it. I've been a stay at home mum for over a decade so part of it has been readjusting my beliefs that I'm “working,” not just avoiding housework. I'm not there yet! It's also a major career change from my job before kids so I am working hard at convincing myself that I can actually do this.

Was there anything that you've tried that just did NOT work for you?
It might be too early to say yet. I am doing a scattergun approach to marketing – sort of – and will narrow things down as I figure out what works and what I actually like doing.

What's your goal for your business, big picture? Where do you want it to be?
I want to be able to earn a reasonable income from home so I have flexibility for my children. I would love for my job to encompass more than just designing, I'm working at writing, too, and hope to get work from that. I'd like variety. I'm giving myself a few years to see how this works out.

How do you feel about that?
I feel slightly frustrated that I'm at the beginning, yet that's also exciting. My biggest challenge is time management. And juggling my existing full time job as a mother! I've just hired a cleaner to come once a week. I have got to start making some money! I'm desperately needing to produce more patterns both to get a bigger portfolio and also to learn more. I'm also still finding my style so I’m expecting it'll be a while before I get any real traction.

What was it like answering these questions? How do you feel?
I'm feeling such a mixture of feelings. My suspicion is that lots of new designers are slower to earn money – but maybe I'm deluded about that?! So a part of me is pleased that I'm earning anything at all. But on the other hand I wonder if it appears I'm doing better than I am so I feel a bit of a fraud. I have a deep feeling that I can do this but I need time. The day to day chugging along is becoming more familiar – although a little voice is telling me I might be putting in lots of effort for a pipedream – that only a few people make money in this business. Confused much?!

 

A typical responder (about half the responses were similar)

What do you sell?
knitting patterns

How do you sell it?
Ravelry

How long have you been in business?
5 years

How long have you been dedicated to working on it as a business?
about 4 years (but only on evenings and weekends)

What was your gross income from your business last month?
$200

How much were your expenses last month?
$2

{Tara’s note: This made me wonder if they counted Paypal fees, website hosting, or anything else?}

What was your net income?
$198

Was the last month normal?
About average. Summer is worse and Nov / Dec is better.

How do YOU feel about the money in your business?
I don't think I earn enough for the hours I put in..

What else do you measure month-to-month?
Total NUMBER of individual sales

Do you focus more on a metric other than money?
Fun. Knitting, designing and selling make me happy. I love seeing people knit my patterns. The cash I make allows me to spend on expensive yarn guilt free.

What kind of marketing do you do? How do you spread the word about your work?
Facebook, Ravelry groups, Pinterest. I don't do much marketing other than being present on social media and engaging with customers. I get a lot of word of mouth recommendations that way.

Is there something in particular that you feel helped your business move forward?
Being brave enough to submit to magazines. The income is more reliable and I reach more potential customers in a different marketplace.

Was there anything that you've tried that just did NOT work for you?
Blogging. I feel uncomfortable and I don't enjoy it enough to make time to do it regularly. I'm much happy chattering on Facebook and posting tutorials on my website.

What's your goal for your business, big picture? Where do you want it to be?
I want to retire early (in about 20 years time). I have pensions which will provide the bulk of my income but I would like knitting pattern sales to provide a reliable income for treats.
In the meantime I want it to keep me in yarn & patterns.

What was it like answering these questions?
I did Pay Yourself so I understand where I am and I'm OK about it.

Anything else you want to tell me or other creatives about your numbers or your feelings about them?
I don't ever expect knitting to provide a living wage. I treat this like a business but it's really a hobby that pays.

{This is super important to note! She’s clear about the kind of business she wants, and what she expects from it!}

The Lowest Net (but look at the gross and the reason why!)

What do you sell?
PDF patterns, some kits, tools, supplies

How long have you been in business?
4 years

What was your gross income from your business last month?
$5,823.27

How much were your expenses last month?
$6,601.32

What was your net income?
$-778.05

Was the last month normal?
Pretty normal for a March for me, up 20% from last year which is my goal for this year most every month.

What else aren't the numbers telling us?
I made a downpayment last month on a new website – a huge investment for me. It's going to eat all my income for the next few months (actually – it will cost the entire 20% increase in my gross projected for this year) but it will pay off for years to come. I'm very excited about taking this step!

How do YOU feel about the money in your business?
Awesome! I'm actually making a living at this!

Where do you think most of your sales come from?
my newsletter subscribers and regular customers

What kind of marketing do you do? How do you spread the word about your work?
Almost entirely by newsletter. I have almost 7500 subscribers and that's increasing by about 300 every month. I use Facebook to chat with customers and Twitter to chat with colleagues. My YouTube videos also drive a lot of traffic.

What's your goal for your business, big picture? Where do you want it to be?
In four years I want my average gross monthly revenue to be $10,000.

How do you feel about that?
Like it's pretty doable. Last year my goal was to double my sales and I did that. If I can increase 20% a year for the next four years I'll be there – and I'm on track for that so far this year.

What was it like answering these questions? How do you feel?
I feel so PROUD that I have a thriving and growing business that brings such satisfaction to so many people!

{YAY!}

Anything else you want to tell me or other creatives about your numbers or your feelings about them?
Don't rely on anyone else to bring you business. My shop is self hosted and I don't rely on Facebook or anyone else's algorithms. I built my customers one by one. That seems really slow when you're starting – but it's pretty incredible how those single customers add up.

 

A typical responder (the other half of middle responses were similar)

What do you sell?
Knowledge: Patterns, Authorship, Workshops, Consulting

How long have you been in business?
3 + years

What was your gross income from your business last month?
$1,616

How much were your expenses last month?
$353

What was your net income?
$1,260

Was the last month normal?
Average gross sales are about $2,200

What else aren't the numbers telling us?
I am overly cautious with investment in the business. Don't spend what I don't have. My main commodity is TIME.

How do YOU feel about the money in your business?
I'm happy to have turned a profit from day one, but still struggle with getting enough for capital investments and bigger risks

What else do you measure month-to-month?

  • Website traffic
  • Email subscribers
  • Social media followers

Do you focus on something other than money? What’s that number?
Engagement numbers—mailing list, social media
300 email subscribers—want 1,000 by end of year

Where do you think most of your sales come from?
Mentions online, my own blog posts and newsletters

What kind of marketing do you do? How do you spread the word about your work?
email newsletter, blog, social media (Instagram, Twitter, Pinterest, Twitter, Facebook, YouTube), trade shows, teaching, publishing projects

Is there something in particular that you feel helped your business move forward?
Networking with other small business owners and not being afraid to let my petticoats show.

Was there anything that you've tried that just did NOT work for you?
Trying to work with folks that don't understand the maker market—big box marketing. Folks whose heart is in Marketing with a capital M and not Making with a capital M.

What's your goal for your business, big picture? Where do you want it to be?
To be able to support my monetary, social, and emotional obligations to my family while working as a freelancer in a small town with very few other opportunities in my field (or any field). I'd like to double my business income over the next two years and keep my expenses to about a quarter of my income.

How do you feel about that?
Like it's pretty doable. Last year my goal was to double my sales and I did that. If I can increase 20% a year for the next four years I'll be there – and I'm on track for that so far this year.

What was it like answering these questions? How do you feel?
That I really do have a plan!

{YAY!}

Anything else you want to tell me or other creatives about your numbers or your feelings about them?
I feel very lucky to be able to pursue my goals.  

 

The Highest Numbers:

What do you do?
I'm a knitwear designer, instructor, author and run a craft website.

What do you sell?
Patterns, yarn-based products

How long have you been in business?
7 years

What was your gross income from your business last month?
$14,500

How much were your expenses last month?
$5,800

What was your net income?
$8,666

Was the last month normal?
There are higher and lower months, but this is a pretty normal month.

What else aren't the numbers telling us?
It's incredibly hard to make a living selling $5 patterns. This number includes income from books (which have been written over a number of years), classes as well as product sold on my site, including a subscription-based product.
How do YOU feel about the money in your business?
I'm pleased.

What else do you measure month-to-month?
Social media followers + email subscribers

Where do you think most of your sales come from?
My website

Do you focus more on a metric other than money?
Yes, I definitely care far more about the spare time/flexibility I have, because my life is more important than cash 🙂

What kind of marketing do you do? How do you spread the word about your work?
Only organic tweeting/blogging/stuff. Very little paid advertising (prolly $40 total in Rav ads)

Is there something in particular that you feel helped your business move forward?
My Craftsy class was a huge leap forward, mostly in terms of street cred. Having a subscription-based service has also helped tremendously in terms of providing a more steady/reliable income.

Was there anything that you've tried that just did NOT work for you?
More complicated patterns are NOT what my customers are interested in. Giving away a free pattern also didn't work well, because I find that folks looking for a free pattern are looking for free and don't convert into buying patterns.

What's your goal for your business, big picture? Where do you want it to be?
It's my happiness. I want to keep a flexible schedule and have a job that's intellectually interesting.

What was it like answering these questions? How do you feel?
I usually ask myself these same questions 🙂

Anything else you want to tell me or other creatives about your numbers or your feelings about them?
Having a business takes a long time to build. I've talked to lots of people in this industry, and no one is making a living because they ‘had a lucky break'. Luck may play into one pattern release, but a successful business is the result of hard work and persistence.

**

So, what did you learn? Did this give you ideas (or clarity) for your own business?

Remember, there is no good or bad, it’s all just data. There’s what you want and what you don't want.
But you have to have your own data. If you don’t know your numbers, Pay Yourself will walk you through figuring it all out.

Above all, I hope this showed you that you can build whatever kind of business you want, as long as you know what it is and you’re ready to commit to the work it’ll take.

PS. A GIANT thank you to those who shared their numbers so generously. As I hope you can see, your numbers provide both reality and encouragement to others who are struggling.

Blair Stocker is quilting enthusiastically (an interview)

BlairStockerisEnthusiasticallyQuilting

I am so delighted to have Blair Stocker on this week! I had the opportunity to chat with her at Craftcation and after about 15 minutes I said: I want to record every word you say! My listeners need to hear this! So we scuttled off to the podcast lounge and the fantastic Mike recorded (and engineered! so fancy!) our conversation.

Blair was one of the first craft bloggers I became addicted to, way back in 2005 when I discovered the crafty internet, and over the last 10 years I've loved following her quilts (and kids).

In this episode we discuss: 

 

How to listen

Find all the podcast episodes here.

 

5 Lessons in 4 Days

5lessonsfromcraftcation

Last month I spent 4 days with over 500 makers, crafters, and artists, at Craftcation. It’s the first time in my life I’ve been surrounded by so many of my people. It was a fantastic experience and I left feeling completely refreshed and inspired. It’s taken me a few weeks to recover and crystalize the lessons I learned while I was there. These lessons come straight from other businesses just like yours, so I hope they inspire you as much as they did me!

1. You are not alone.

Everyone who is doing this (building a business from what they love), feels the same way: they doubt their ability, they doubt their sanity, they don't know which of the 100000s of things to start with. So! Your self-doubt and overwhelm is NOT a sign that you shouldn’t be doing this, or that you’re failing. It’s a totally normal part of the process.

 

2. It's all about the head game.

Guess what’s true about all the people who have seemed to have “made it”?

  1. They are worried about the same things (see #1 above).
  2. They have figured out a way to take action despite self-doubt and overwhelm.

The difference between the successes and the people who have quit in frustration? They mastered their own doubt. They figured out how to keep themselves motivated. They figured out how to get the most effective work done in even the tiniest pockets of time. They stick to their own definition of success instead of getting wrapped up in what other people are doing. 

That’s really it. They’re not super special. They don’t possess some secret knowledge (except how to not let their own doubt derail them). Really.

 

3. It's good to know how other people describe your work … within reason.

I had two peers tell me, at completely different times, that when they get an email from someone struggling with the emotional stuff of running a business (self-doubt, motivation, getting distracted), they recommend my work. This is so very flattering (and a bit surprising), but I guess it makes sense: what we talk about here is not just “do this”, but “this is how you'll actually get up the nerve/motivation/time to do this”.

Although I know what I write about, I had no idea how others (who aren't students) perceived it and hearing from them taught me a lot about both my messaging and my actual skills. (I DO like talking about feelings…and most other small-business-teacher-types do NOT.) This was an awesome reminder to keep focusing on what I'm good at, what I'm enthusiastic about, and what actually helps my people.

The caveat, of course, is to not let yourself get distracted by what other people think. I also learned someone had misrepresented my work to others (years ago), and it was VERY easy for me to spiral into “OMG! Everyone hates me!”…but the fact is, my peers' opinions of my work matters NOT AT ALL. What matters more is what my customers experience and if my work makes their life better or not. If the people I'm writing for get it, and my work improves their life … that's where to put my attention.

 

4. People are looking for realness.

I can't believe how many conversations I had with teachers, students, and strangers stating that what they appreciated about Craftcation was the experience of seeing everyone else (even rockstars of our world) as real, normal people. The teachers were honest, the panelists got real, and that's what makes talking to other makers (at all stages of the journey) so valuable – hearing that you're not alone. But the only way we get to have this experience is to actually, ya know, BE REAL. That means admitting when you messed up, owning up to your successes and not hiding behind a “I got it all figured out” facade.

No, you shouldn't email your customers when you're upset, but don't be afraid to be real with them, when you get the chance. Don't pretend like you know it all. (You don't. No one does). If you show up as yourself, your relationships (with customers and peers) will be a zillion times more real and nourishing. You'll learn things you didn't know you didn't know. And you'll have more fun.

(I got a lot of comments from podcast listeners saying some form of: “Oh my gosh! You’re so real and humble!” Um, of course I am! I had to figure out how to get good coffee each morning, just like everyone else. Caffeine addiction: The great equalizer.)

 

5. Other people are doing this. Use that fact as motivation.

There are hundreds (thousands?) of makers who are doing this. Mothers. Fathers. Cat Owners. Painters. Bakers. Bloggers. Quilters.

When you doubt if this is even possible, look to those who have done it, not as an excuse to beat yourself up, but as a reminder that YOU CAN DO THIS. This is do-able. If that person figured out how to do it, you can too. It's all learnable.

Remember Lesson #2?  Using real life examples as motivation and encouragement is part of winning the head game. It's how you keep moving forward even when you don't feel like it. It's how you convince yourself THIS. IS. POSSIBLE.

 

Because here's the biggest lesson: If you don't believe it's possible, you won't do it.

I know, that could be on a motivational poster in Barney's office , but it's so so true. If you think “there's no way to make money at this“, you won't find a way to make money. If you believe “She figured this out, so there must be a way, I'm going to keep going” … well, you stand a chance.

If you're feeling like you just don't have time for everything you need to do for your business, let's fix that. Learn how to get stuff done, in a way that works for you (no matter how much or little time you have), in Wrangle Your Time. Registration is now open, and closes on Sunday. Class starts next Monday!

The Adventures

Every day is an adventure. I share the view, the gratitude and the news  on Fridays – you’re invited to join in. You can find all my adventures here, or follow along via email here.

The view

I promise #craftcation15 isn't all beaches and sunrises, but waking up to this is the first (& the most photogenic) example of the awesomeness.    PS. Remember! #StarshipBiz closes today at 9p PDT. An online community full of smarties like fellow Craftcat
This is the moment Baby Mari realizes how ridiculous I am. (Look at her face!) @j_fetz recognized years ago.

One last beach-y photo now that I've landed in rainy (but warm!) Tennessee. Had to pull over for these flowers next to the beach. #taralovesadventure
Friday Night Party Night in the Swiger house
Delighted to find everything is blooming! #foundwhilerunning

I am so grateful for…

  •  SPRING! Tulips! Flowering trees! YAY!
  • Getting back to work after weeks of adventuring
  • Finishing taxes! So glad it's all done.

The Finds:

I’m reading:

In case you missed it: 

  • I'm all about getting real with what's possible in your handmade business. So in the next few months I'll be sharing real stories, YOUR real stories of what you've done and what that means. Please share your numbers here (no matter how small or weird, your numbers are going to encourage someone. I promise.) Totally anonymous. More info on the project here and in this podcast episode.

What adventures have you had?

 

 

What I’ve learned about marketing since writing the book

What I've learned about marketing

I’ll be honest with you, this week I am deep in writing content for the new class, and I can think of very little else…so that’s what I’m going to tell you about.
(The class is a kind of read-along + deeper dive into my book. Learn more + join the class right here.)

To write the lessons, I'm reading through the book that I wrote 3 years ago and well, to be honest, it's awesome. I am thoroughly enjoying myself (I crack myself up) and am totally inspired to say a million more things, deeper and more specific things about it (which is good, because that’s what the class is!).
Luckily (well, it wasn't luck, I planned it!) the book doesn't dive too deep into any particular tool (because I knew they'd become outdated) and instead focuses on foundations of an effective marketing plan. But there's so MUCH I've learned in the intervening three years. I have worked with hundreds more small businesses. I have seen some Captains' businesses quintuple in size, and others (even ones I used as examples!) blink out of existence, because the makers burned out or just found something they wanted to do more (which is great!).

Here are the additional lessons I’ve learned about marketing:

  • New content is king. No, everyone doesn't need a blog, but everyone does need to give their people something new to share – whether that's new images, new posts, new events, or new products. You can systematize this so it doesn't drive you crazy, but you can't ignore it.
  • Ignore everyone else. I think I say a version of this about 100 times throughout the book, but you know what? Working with more students has taught me that you need to hear it another 100 times before it sinks in. IGNORE EVERYONE ELSE. Their success, failure, decisions have nothing to do with what's going to work for you.
  • You stand out from the competition by not only focusing on your sparkle and your people (which we cover!) but also by building a business YOU want. Because, you see, you're going to want a different kind of business than everyone else. So you'll make different decisions, use different tools, show up in a different way. By doing this, you're going to have a business that looks and feels different. I've seen Karen do this beautifully with Gentle Clothing. She got clear about her North Star, and then built it right into the business and she ended up with something totally new and fresh.
  • It's all about feelings. (Really!) How do you want your buyer to feel? How will your product make her feel? Take THAT and infuse it everywhere – your website, your descriptions, your photos, your emails, the way you write your contact page! The book actually has a worksheet about this in Chapter 4, but over the last three years I've become 100x more addicted to this idea, as I've seen it work over and over for clients (and my own business)!
  • The more you can strip away your I-don't-want-to-fail or I-don’t-want-to-look-stupid, the faster you’ll do work that matters and that stands out (and that sells). This is just a fact of life and it’s true in every arena.

If you’re feeling stuck or confuzzled or not sure where to start, start here. Start with what you want from your business, how you want people to feel, and keep giving your people new things to share and talk about (uh, and then share and talk about them!).

And if you'd like to get a better handle on your own marketing and create a plan that works for YOU, sign up for Craft Your Marketing right here.

Stop avoiding your marketing plan

stop avoiding your marketing plan

How do you fit together everything you know about your people, plus your product and tools, into something that you can actually implement, and that is effective at reaching your right people? We'll cover the step by step process in this episode. We'll also talk about :

  • Why most makers don't have a marketing plan.
  • How you can stop avoiding your marketing and start taking action.
  • How it feels when you've got it all put together.
  • The results other makers have had by making a marketing plan.

We've talked a lot about bits and pieces of your marketing in past episodes:

Want to make a marketing plan you'll stick with?  Join Craft Your Marketing and you'll have a finished plan by April. Click here to sign up!

How to listen

  • You can subscribe to it on iTunes (If you do, leave a review!)
  • You can listen to it using the player above or download it.
  • Subscribe or listen via Stitcher (or subscribe in whatever you use for podcasts – just search “Explore Your Enthusiasm” and it should pop up!).

Find all the podcast episodes here.

 

 

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