064 | Infusing core values in hiring with Rosie O'Neill, Sugarfina
064 | Infusing core values in hiring with Rosie O'Neill, Sugarfina

Rosie O’Neill is the co-founder of Sugarfina, a luxury candy boutique that features the finest sweets from artisan candy makers around the world. Rosie and her fiancé Josh Resnick launched Sugarfina in July 2012. The idea for the company was inspired by their third date — when they watched the original Willy Wonka and the Chocolate Factory and they were left wondering why their wasn’t candy boutiques for grown ups.

Rosie was named to Fast Company’s “100 Most Creative People” list, and Goldman Sachs’ “100 Most Intriguing Entrepreneurs,”. She is disrupting the sweets space with an innovative approach to confections and retail.

Before candy, Rosie played with dolls for 7 years as Director of Marketing for Barbie at Mattel, where she led a global business unit that sold more than 50 million Barbie dolls annually. She received her MBA from the UCLA Anderson School of Management and a BA in Communication Studies from UCLA. Her favorite candies are Champagne Bears, Peach Bellini and Sparkle Pops.

On today’s episode, Rosie shares her start up story as well as lessons she learned as they scaled Sugarfina into the large brand it is today — with wholesale and retail channels, a bustling online shop, 50 retail locations and a range of licensing collaborations. Rosie offers some really great suggestions — including the importance of self-care, why we need to be careful about which opportunities we say yes and no to and things she looks for when hiring members of her team.

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Operations & Sales, productGuest UserComment
Your products aren’t for everyone. And, that’s ok with Katie Hunt
Your products aren’t for everyone. And, that’s ok with Katie Hunt

There’s a lot of talk on the internet about knowing your ideal customer, but a lot of it doesn’t resonate with me. Maybe you feel this way too?

On Episode 63, Mary Bruno shared how she is her ideal customer. And, that she focuses on creating things that she loves & that she finds funny even if it doesn’t resonate with everyone.

It got me thinking about something I’ve talked about in the past in my emails, but I’m not sure I’ve talked about it on the podcast.

Your products aren’t for everyone. And, that’s ok.

In fact, it’s fantastic. You don’t want to be everything to everyone.

Just like Mary talked about past ideas falling flat, sometimes you’re going to make duds. Or, sometimes what you make is going to appeal to a smaller audience.

You make beautiful products, that are likely handcrafted or personally designed by you. You have your own unique style & aesthetic that you’re continuing to develop.

Instead of feeling like you need to appeal to the masses, I want you to focus on four key areas:

– I want you to focus on reaching your unique customer base — fill a void or provide a solution specifically for the

– I want you to focus on developing your own style, point of view and a strong, extensive product line.

– I want you to focus on creating work that feels good to you, that you’re proud of and that you want to put your name on.

– I want you to focus on making the best decisions for your business, without worrying about what everyone else thinks. I want you to make decisions for your business without looking around at what others are doing in their businesses or feeling like you need to follow the crowd.

I know these things are easier said than done, but the strongest brands, the ones that build profitable, sustainable businesses are creating unique products that they are passionate about. They put their heads down when they are designing and try not to be influenced by others. They also recognize that their work is special and may not resonate with everyone. And, that’s ok.

I’d love to have you weigh in on this discussion in our free Proof to Product Facebook group. How do you stay motivated and create work you love and build a brand that includes that work? How do you tune out the noise and ensure that you’re not being influenced by others when you’re designing new work? Join us here: https://www.facebook.com/groups/prooftoproduct/

But you guys. Please remember, that your products aren’t for everyone. And, that is more than ok.

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Operations & Sales, pep talkGuest UserComment
063 | Managing critics with Mary Bruno, Bruno Press
063 | Managing critics with Mary Bruno, Bruno Press

Mary Bruno is the owner of Bruno Press, a printer, artist, and advocate for her local creative community. She grew up in a small town in central Minnesota and learned the love of printing from her father Don Bruno. Mary has an irreverent line of greeting cards that is sold nationwide and she teaches the old school art of letterpress printing the way her father taught her. Mary loves to collaborate with other printers, poets, musicians, kids, designers, you name it. And, we’ll talk about some of those collaborations today.

On today’s episode Mary tells it like it is, shares her story and how she organically grew her business through hard work and learning as she went. We also talked about her personal growth—why she no longer let’s the criticism of one person overpower the praise of hundreds. She also shares about why she’s her ideal customer.

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marketing, wholesale, product, Operations & SalesGuest UserComment
Search Engine Optimization vs Conversion Rate Optimization with Katie Hunt
Search Engine Optimization vs Conversion Rate Optimization with Katie Hunt

On this mini episode, Katie Hunt reiterates something Brice McBeth of Reap marketing talked about on Episode 62 of Proof to Product — the difference between search engine optimization and conversion rate optimization.

Here’s what we learned from Brice:

Search engine optimization is driving traffic to your website.

Conversion Rate Optimization is getting people on your website to take action & buy.

Brice shares a lot of great ideas and strategies in episode 62 if you haven’t listened yet I highly recommend it.

There’s so much more to dive into here, so Brice and I will be hosting a free online masterclass next month to talk about why SEO is a hoax. And, how you can be leveraging your existing marketing to get more customers. If you to be notified about the details when we open registration. Head to http://www.tradeshowcamp.com/join and make sure you’re on our mailing list.

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Operations & Sales, marketingGuest UserComment
062 | How he increased online sales of salon chairs by over 950% with Brice McBeth, Reap Marketing
062 | How he increased online sales of salon chairs by over 950% with Brice McBeth, Reap Marketing

Brice McBeth is the founder of Reap Marketing, the only digital agency that hired itself to build an e-commerce business and optimize its own conversations by over 950% on its way to creating a multi-million dollar store that disrupted the salon equipment industry. Brice also wrote about his journey in his book, Salon Chairs Don’t Sell Themselves which is a fascinating read. He speaks and provides education on the topic of Conversion Rate Optimization to help companies, like us, get better results from their current marketing efforts.

On today’s episode, Brice explains the difference between conversion rate optimization and search engine optimization and why you need to be thinking about both. He shares a shocking statistic, that typically 99% of your online shop visitors aren’t buying from you and why slick and sexy websites don’t always sell more of your product.

I wanted to let you in on a secret. We’re going to be doing a free online masterclass with Brice next month, where we’ll talk about why SEO is a Hoax and he’ll teach us some unconventional ways to use great content to get more customers. If you want to be notified about the details when we open registration. Head to tradeshowcamp.com/joinand make sure you’re on our mailing list.

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Operations & Sales, productGuest User
061 | Why she'll never give up custom work with Rhonda Warren, Color Box Design & Letterpress
061 | Why she'll never give up custom work with Rhonda Warren, Color Box Design & Letterpress

Rhonda Warren is the owner of Color Box Design & Letterpress, a letterpress studio located in Dallas Texas. Rhonda has a multi-faceted business. She has a line of paper goods that she sells to both the retail and wholesale markets; as well as a bustling custom invitation arm through which she creates wedding invitations, corporate event invitations and everything in between.

On today’s episode, Rhonda jokes that she accidentally started this business that is still going strong after 13 years. She shares details about the custom side of her business and why relationships with local vendors and word of mouth referrals make up almost 70% of her business. Rhonda also shares information about her team – how she knew it was time to hire, everyone’s roles and why she wished she had hired sooner.

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Operations & Sales, marketing, productGuest User
060 | Ways to save money on printing costs with Ronnie Williams, DeFrance Printing
060 | Ways to save money on printing costs with Ronnie Williams, DeFrance Printing

Ronnie Williams is the owner of DeFrance Printing, which is a full-service commercial print shop located in Southern California. Ronnie grew up in the print industry and is the third generation to own and operate DeFrance. His grandfather began printing in the late 1930s, followed by his father in the early 1970s, and Ronnie was a fixture in the print shop by the young age of five. Ronnie’s background brings a unique perspective, in that he has expertise in both the print process, as well as the outcome.

This episode is a little bit different than most, in that we’re diving into some of the technical aspects of printing, common mistakes that people make in file setup, ways to save money on your print runs, and how DeFrance helps a wide range of industries with packaging, catalogs, marketing materials, and more.

Ronnie, and the team at DeFrance, have recently expanded their services to include warehousing and fulfillment, helping independent brands with not only printing, but also storage, fulfillment, and distribution of their products. They have particular expertise handling orders for big box stores, such as Paper Source. Ronnie, and the team at DeFrance, have been strong supporters of our Tradeshow Bootcamp community and advocates for education around the print process.  I know you’ll learn a lot from Ronnie!

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wholesale, product, Operations & SalesGuest User
059 | Launching a brand through Kickstarter with Suann Song, Appointed
059 | Launching a brand through Kickstarter with Suann Song, Appointed

Suann Song is a graphic designer and founder of Appointed, an American-made brand of carefully designed desktop products that make utility look luxurious. Prior to starting Appointed, Suann conducted an exhaustive but unsuccessful search when she tried to find refined and well-made desktop products that are manufactured in the US, so she decided to create her own. In March 2015, Suann launched Appointed through a kickstarter campaign reaching her goal of $25,000 dollars in the first five days.  

On today’s episode, Suann is sharing what it was like to launch a brand and product line through Kickstarter.  She’s also sharing some behind the scenes info on why she’s redesigning the Appointed website and what that process has looked like.  Suann also reminds us that relationships and fresh product are at the core of a successful product based business.

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Operations & Sales, product, marketingGuest User
Special Edition | 2018 National Stationery Show, Part 3
Special Edition | 2018 National Stationery Show, Part 3

I’m back with our third and final National Stationery show recap.Today you’ll hear from four of our Tradeshow Bootcamp alumni. We talk about sharing a booth, the benefits of planning ahead and how you gotta roll with the punches when things don’t go quite as planned. Today’s episode features interviews with Jessica of Little Well Paper Co, Robyn from Lake & Loft, Meghan from And Here We Are and Allison from The Social Type.

Before we get started, I wanted to let you know that we’re running our first ever summer session of the Paper Camp E-Course. This course will help you get your product line ready for wholesale, refine your sales tools, strengthen your marketing and exhibit at shows. We helped over 800 brands launch or refine their wholesale program. Brands that you’ll find on the shelves of Target, Anthropologie, Container Store, Paper Source and independent boutiques internationally. If you want to build a strong wholesale foundation and see your products on the shelves of retail shops, I invite you to join us! Classes start on June 4th. Learn more and register here.

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tradeshowsGuest UserComment
Special Edition | 2018 National Stationery Show, Part 2
Special Edition | 2018 National Stationery Show, Part 2

I’m back with Part 2 of our National Stationery Show recap. Today you’ll hear from three of our TSBC alumni about what went well at the show for them, where they skimped & splurged in their spending and benefits to being at a wholesale show like, National Stationery Show.

Today’s episode features interviews with Katie from Page Stationery, Monique from Violet Flamingos and Katie from The Good Twin.

Also before we get started, I wanted to let you know that we’re running our first ever summer session of the Paper Camp E-Course. This course will help you get your product line ready for wholesale, refine your sales tools, strengthen your marketing and exhibit at shows. We helped over 800 brands launch or refine their wholesale program acheter cialis sans ordonnance. Brands that you’ll find on the shelves of Target, Anthropologie, Container Store, Paper Source and independent boutiques internationally. Classes start on June 4th! Learn more and register here.

Enjoy Part 2 of our National Stationery Show special series!

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tradeshowsGuest UserComment
Special Edition | 2018 National Stationery Show, Part 1
Special Edition | 2018 National Stationery Show, Part 1

I recently was in New York for the National Stationery Show where approximately 55 of our Tradeshow Bootcamp alumni were exhibiting. And, I thought it would be fun to bring the show to you. While I was in New York, I chatted with a handful of exhibitors, everyone from first timers to seasoned pros.

This episode is part one of a three part special edition series and it features interviews with Kathryn from Blackbird Letterpress, Kim from Ramona & Ruth, Pippi from E. Frances Paper and Stefanie from Halifax Paper Hearts.

Before we get started, I wanted to let you know that we’re running our first ever summer session of the Paper Camp E-Course. This course will help you get your product line ready for wholesale, refine your sales tools, strengthen your marketing and exhibit at shows. This isn’t your ordinary online course where you’re left to do everything yourself. The class runs for four weeks and every week we’ll have a live coaching call with me and special guest experts. Classes start on June 4th! Learn more and register here.

Enjoy Part 1 of our National Stationery Show special series!

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tradeshowsGuest UserComment
58 | Layering in New Products and Working Towards a Freedom Business Model with Chelsea Sonksen, Bossladies Magazine
58 | Layering in New Products and Working Towards a Freedom Business Model with Chelsea Sonksen, Bossladies Magazine

Chelsea Sonksen is the founder and Editor in Chief of Bossladies, a movement that began with a print magazine in 2016 and has grown into a vibrant in-person and online community of entrepreneurs through her monthly event series, Work Sesh.

On today’s episode we’re talking about the mission behind Bossladies, how Chelsea is layering new products and services that will give her the freedom and flexibility to work from both California and Maine.  Chelsea also shares her thoughts on why making a good first impression is so important.

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marketing, wholesaleGuest User
057 | How exhibiting at a tradeshow got her into Paper Source with Christine Miller, Bundle Designs
057 | How exhibiting at a tradeshow got her into Paper Source with Christine Miller, Bundle Designs

TSBC alum, Christine Miller is the creator and designer of Bundle Design — home to cheerful, cheeky greeting cards, balloons, party supplies and Good Day Decals.

On today’s episode Christine shares her journey of turning her hobby into a business, lessons learned from exhibiting at the National Stationery Show and how being at the show opened the door to working with Paper Source.

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product, Operations & Sales, wholesaleGuest User
056 | Enhance your Etsy Shop with Kelly Parker Smith, Hello World Paper Co.
056 | Enhance your Etsy Shop with Kelly Parker Smith, Hello World Paper Co.

Kelly Parker Smith is a multi-talented business owner and creative artist. Kelly is a rubber stamp designer and manufacturer living just outside St. Louis. She has grown her shop, Hello World Paper Co., with the idea that great products become even better when paired with top-notch customer service, a little surprise and delight, and the perfect packaging!

Kelly is also the co-host of the Creative Biz Rebellion podcast where she and Caroline Hull show other business owners how to build, maintain, and grow a profitable online shop through their podcast and online workshops. In her free time Kelly enjoys painting and drawing on her iPad Pro and is soon to release her second fabric collection with Sweet Bee Designs fabric company.

On today’s episode Kelly is sharing how she juggles multiple arms of her business – manufacturing stamps, designing fabric and mentoring through her podcast. We also talked about time management, prioritizing profitable tasks and setting boundaries to protect our time. Kelly also share three strategies for enhancing your Etsy shop.

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product, pep talk, Operations & SalesGuest User
055 | Where to skimp and splurge at her first tradeshow with Lisa Sarmento, Tiramisu Paperie
055 | Where to skimp and splurge at her first tradeshow with Lisa Sarmento, Tiramisu Paperie

TSBC alum, Lisa Sarmento is the owner of Tiramisu Paperie a sassy brand located in Nashville that sells greeting cards, gift wrap, pencils and other gift items. Lisa has had tremendous growth in her business over the last two years. She attended our Paper Camp conference in February 2016 and describes those two days as the launching point for Tiramisu Paperie. Her products are currently carried in hundreds of retail shops throughout the United States. Lisa works with sales reps nationally and has exhibited at several trade shows including NSS, Las Vegas Market and Dallas Market.

On today’s episode, Lisa shares her personal story of getting laid off from her high level advertising agency and how ‘entrepreneurial gardening’ and motivation from her son prompted her to start this business.  She shares how she connected with sales reps, what she skimped and splurged on at her first trade show and reminds us to not let fear hold us back from what we want in life and business.

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product, wholesale, tradeshows, Operations & SalesGuest User
054 | Shifting from services to products with Jessica McSweeney
054 | Shifting from services to products with Jessica McSweeney

Jessica McSweeney is the owner of Little Well Paper Co, a letterpress greeting card company aimed at celebrating and deepening the connections between loved ones. Prior to starting Little Well she taught herself calligraphy and offered wedding calligraphy and invitation services. Jessica’s calligraphy work has been featured in The Knot, Southern Weddings Magazine, and Once Wed. Jess attended Paper Camp in fall 2016 when Little Well was just a spark of an idea, and she launched to the retail and wholesale markets in fall 2017.

On today’s episode we’re talking about shifting from a service based business to a product based business, her vision for Little Well Paper Co., and why relationships are critical to building a successful business.

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marketing, Operations & Sales, productGuest User
053 | Leveraging Pinterest for product sales with Megan Auman
053 | Leveraging Pinterest for product sales with Megan Auman

Megan Auman is a designer, metalsmith, educator, and entrepreneur who has built a multi-faceted business around her passion for art, commerce, and visual content creation! (Which is just a fancy way of saying she’s obsessed with Instagram and Pinterest.) In addition to running her Megan Auman jewelry line, she runs the site Designing an MBA, where she writes and teaches about the intersection of art and business.

On today’s episode we’re talking about product photography and why you should be leveraging pinterest to get more sales.

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marketing, Operations & SalesGuest User