Don’t you love hearing other people’s business journeys?  I sure do. Today I’m joined by Lana Effron of Lana’s Shop. Lana is a Paper Camp alum and a member of our Proof to Product Advisory Board.  

Today you’ll hear why and how Lana made the jump from working as graphic designer at Vogue Magazine and Gap to opening her own design studio that now sells vibrant products in hundreds of stores around the globe, and partners with brands like Terrain, Anthropologie, REI, The Lumineers, and Lily Collins.

On this episode, we talk about how her business has evolved, how her partnership with Nordstrom came to be, and she shares strategies that have helped her grow the wholesale arm of her business.

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Fun fact: Approximately 75% of our Proof to Product community sells their products through a Shopify site. One of the most commonly asked questions that comes up during Paper Camp is “What Shopify apps can I use to enhance the sales experience?”

Today’s guest is Erin Alexander from Product Powerhouse and she’s sharing her favorite Shopify Apps, including why she recommends them and how they can make your life easier.  We’re talking about apps to enhance your product listings, collect & share customer reviews and apps that will simplify referral, loyalty or affiliate programs.

Erin Alexander is a curly-haired, plant-loving, coffee maven, that helps shop owners show up online with confidence. Her design agency, Product Powerhouse, helps product sellers build, grow and scale their online shop with the power of Shopify. She also teaches how to grow the visibility and online presence of their store through her podcast, digital products and DIY courses.

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Our Proof to Product LABS program is getting a major upgrade for 2023 with more accountability, incredible trainings, in-person meetups, and a wider range of support from our coaches, community leaders and your peers! Today's episode is actually a presentation that I recently shared with our LABS members, notifying them about all the incredible things that they can expect in 2023. It was too good to keep to ourselves, so we are sharing it here on the podcast with all of you! 

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For those just starting out on their commerce journey, selecting a sales platform can sometimes be intimidating. Do they go with something like selling on Amazon or Etsy where there is a built in audience, or should they build on Shopify where they then have to drive traffic to their site?

Today’s guest is Grace Hayden, an e-commerce CEO and expert who has built and sold multiple products on platforms like Shopify, Etsy, and Amazon. She has over 20 years of retail experience including a degree in retail business. She now helps others build successful e-commerce businesses by focusing on the fundamentals and foundations of retail.

On today’s episode Grace runs us through the 5 P’s of e-commerce explaining how they work together to create a strong foundation for your e-commerce business. She shares the pros & cons of selling on Amazon and she shares two of her favorite Shopify apps that she can’t live without!

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Are you casting a big enough vision for your brand and are you considering all of the different ways to attract new customers and diversify your revenue streams as an artist? Today's guest dreamed big from the start—she modeled her business off of creative women such as JLo and Oprah, and she wants us to consider doing the same.

On today's episode, Kathy Cano-Murillo the Crafty Chica and I are talking about how consistently showing up authentically, sharing her ups and downs, and having an abundant mindset have led to the successful career that she has today.

We talked about how she has diversified revenue streams and how she attracts customers, collaborations and partnerships. We also discuss Kathy's success with elevating awareness of Latino culture, heritage and her success and expanding access to these products available year round, not just during Hispanic Heritage Month. Kathy is a firecracker and a great example of a seasoned business owner who shows up diligently and consistently does the work and is now reaping the rewards.

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Are your marketing & sales efforts focused on customer acquisition or customer retention? This quarter inside of Proof to Product LABS, we’ve been focused on sales strategies with an eye towards customer retention. Meaning, how do we get our existing customers to buy more frequently and in higher volume; and how do we get them to refer their friends?

In October, I led a training on customer retention that included some eye opening statistics about why it is so incredibly important to focus on keeping our existing customers happy and I shared specific strategies for how to nurture those relationships.

Today’s podcast episode folds nicely into this discussion topic—we pulled an excerpt from a past coffee chat inside of LABS with Jordan Kentris of A Good Day where we talked about enhancing our online customer experience and the steps a customer takes as they interact with us online.

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When we allocate our time, money, energy and effort in specific areas of our business, we are guaranteed to see growth. For 2022, Ashley Jankowski of the Typeset Co chose to invest in and focus their marketing efforts on SEO and the results have paid off. They’ve seen over 600% more visitors to their website and their email subscribers have grown.

In this episode we’re talking about how The Typeset Co markets their products including why she’s investing in video, stop-motion video, SEO and copywriting support. We talk at length about why Ashley prioritized SEO for the business in 2022, what the process has been like, changes she made on her blog and to her product listing, plus she shares current results and next steps in their plans.

If you haven’t listened to Part 1 of this 2-part series with Ashley, I encourage you to go back and listen to episode 273. In part 1 we talked about how she found her overseas manufacturing partners, what that process was like and lessons she’s learned along the way. We also talked about how she has strategically expanded into new product categories.

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Manufacturing partners aren’t simple or easy to find, but it becomes even more challenging when you’re trying to manufacture complex products that are best created overseas. In this episode, Ashley Jankowski joins us to share how she shifted from a branding agency into a product-based business, along with the journey to exploring manufacturers overseas.

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Do you have a product idea that has never existed before? If so, you may be wondering what it takes to bring an entirely new product to market or how to find suppliers and manufacturers. How do you market and sell something that no one has ever heard about? Kristina Schlegel of Make Bake faced these questions and concerns when she created edible stickers. In today’s episode, she’s taking us behind the scenes of how she broke into a new category, challenges she faced with packaging, and how she sourced her manufacturing!

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Are the tasks and projects that you have going on in your business leaving you feeling overwhelmed? In today’s episode, I’m sharing how to reduce that overwhelm by deciding where to focus your time and energy, and identify areas where we can delegate responsibilities within our business. If you’ve been nervous to hire or delegate in your business, this episode is for you!

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Is a retail store an avenue you’ve been wanting to explore in your product-based business? Lisa DiVito of Tiramisu Paperie joins us today to share her own experience in opening a retail store as an additional revenue stream to her already successful wholesale business. Listen in as she shares what she’s learned through the process and shares advice for anyone looking to open a brick-and-mortar store.

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It’s not often that we hear from product makers and businesses that are selling 100% retail here on the podcast, but at McKinnon Collective, Danella Ruth McKinnon and her husband have done over 150 retail markets since 2019 and their experience in this space comes with so much value! In today’s episode, Danella is sharing why they don’t sell wholesale for their handmade leather bags and how she’s found success at retail markets, including her tips for standing out, merchandising, and inventory. Listen in as she highlights how they’ve also decided to incorporate an e-commerce store into their holiday sales with a limited time run over 4 days this November.

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If you’re looking to develop a strong product line for your business, I highly encourage you to stay away from assorted products. While some brands can make them work well, I highly despise them. In today’s episode, I’m sharing exactly why assorted products can hurt your business and why you should consider discontinuing any assorted products in your product line.

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Are you building a 90-day marketing roadmap that provides results in your business? In today’s episode, LABS community leader and alum, Shea Bailey-Burkett of Planned and Proper joins us to share how her 90-day roadmap helped grow her email list to over 10,000 subscribers in one year! Listen in as Shea shares how she built and implemented her 90-day roadmap with LABS guest expert, Lyndsay Clements, and how it’s helped keep simplified and improved her business’ marketing efforts.

Inside LABS, our 12-month group coaching program, we focus on specific topics each quarter to push our businesses forward. Q1 was focused on hiring, where we shared sample job descriptions, pay structures, and even had a call with an HR compliance expert. Q2 focused on product development and talk through sourcing fulfillment and inventory management. Q3 was all about marketing and we learned how to create and implement our 90-day marketing roadmap with Lyndsay Clements. In Q4, we’re focusing on sales.

The value in this ongoing group coaching program isn’t just the education, but the opportunity to implement and get feedback. We offer this accountability and sharing through our peer mastermind, our accountability check ins, and our community coffee chats, which is where a portion of today’s episode comes from.

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If you haven’t raised your prices in the last 6-12 months, it’s time for you to audit your product costs and pricing to see exactly what your profit margins are. It’s likely that costs have risen and your profit margins aren’t as high as they used to be. In today’s episode, I’m sharing a few approaches you can take to communicate your price changes with your customers.

The question that prompted today’s episode was from LABS member Jenny: “I need to raise my prices. How do you recommend going about a price increase specifically on the retail side? Do we announce it, explain why, or just do it? Help me not be afraid to raise my prices. Thank you.”

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Have you started preparing your business for the holidays? In today’s episode, we’re sharing a portion of Mei Pak’s holiday sales training that she shared with our LABS community. In today’s episode, Mei is walking us through 8 tips to get your product business ready for holiday sales!

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There’s a quote that reads something along the lines of “Remember that once you dreamed of being where you are now.” Business growth and success looks a little different for everyone depending on where you are in your life and the goals you have for your business—but a past version of yourself has likely dreamt of being the exactly where you are. It’s so easy to keep grinding and moving along in our business, but today I want to encourage you to take some time to reflect on where you started in your journey and where your business is today.

In this episode, Nikki Tyler of Lovely Little Studio joins us to discuss what the last 10 years of business has looked like for her, what her journey to wholesale entailed, and what she’d do differently if she was just getting started. Listen in as she shares how wholesale went from an idea to contributing to 95% of her revenue at Lovely Little Studio!

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As if business owners hadn’t had enough of pivoting over the last two and a half years through the pandemic, now we are in the midst of a recession. Small businesses everywhere are worried about how to not only prepare, but also thrive during this time. As someone who has personally worked through three recessions now, I'm sharing my thoughts about what you can do to keep your business moving forward!

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Have you considered building a marketing strategy based on your personality type? If you’ve found that you don’t enjoy the marketing you’re doing in your business, you’re struggling to manage it, or you don’t think it is working for you, it could be that it does not fit your personality! Brit Kolo of Marketing Personalities has taken the 16 Myers-Briggs personality types and developed marketing plans that align with each. In today’s episode, she joins us to share how you can remove the pressure that comes with marketing and build a marketing strategy that matches your personality, which ultimately feels more natural and delivers more results.

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Have you dreamt about your products being on the shelves of big box stores? In today’s episode, Krishna Chavda of NANU Studio joins us to share her story of developing her brand, exploring wholesale, and landing her first purchase order from a big box store while exhibiting at New York Now.

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