Proof to Product

New York Times Best-selling author, Jon Acuff has written five books including his most recent, FINISH which focuses on goal setting and follow-through . Jon has helped some of the biggest brands in the world tell their story, including The Home Depot, Bose, Staples, and the Dave Ramsey Team. He's spoken to hundreds of thousands of people at companies such as Microsoft, Nissan and Comedy Central. On today's episode we're talking about misconceptions around productivity and goal setting, how to set yourself up for success and why it's ok to let yourself be bad at certain things! ON TODAY'S EPISODE: The biggest misconception that people have about productivity and goal setting Jon's career path and how he wrote five books & made the New York Times best-seller list How his life has shaped what he writes about in his books Why he wrote Finish Why Jon thinks that perfectionism kills productivity The benefits of being bad at certain things The role data and measurement play in reaching goals Jon's thoughts on whether utilizing past data is helpful The social media platform that Jon thinks is most effective in growing your business Mapping out action steps to get to his bigger goals When do you need to plan and at what point do you just need to jump in and start things Jon's advice to to product-based business centers who struggle with the follow-through on projects The two main forms of motivation The balance between money and passion How shame influences setting goals, reaching those goals, and running businesses Accountability and its influence on goal setting The role that luck plays in growing a business KEY TAKE-AWAYS: "I would say one of them is the myth of the huge, massive, scary goal. People say, "Aim for the moon, because even if you fail, you'll land amongst the stars," but that's not what really happens, either in research or in real life." - Jon Acuff "Most people grade on a pass/fail scale when it comes to goals." - Jon Acuff "Grow something or build something, that even if it's not wildly successful, your life is better." - Jon Acuff "Starting is fun, but the future belongs to finishers." - Jon Acuff "When you go to a race, you stand at the beginning or the finish. The middle is pretty lonely. That made me want to write a book that would help somebody get through the middle." - Jon Acuff "Every book I've ever written hasn't been perfect. I like to say it this way. Amazon has never sold a perfect book. They have just sold millions of books by brave, imperfect people." - Jon Acuff "The longer you wait to get something perfect, you're going to miss your window of opportunity." - Katie Hunt "Perfect to me means you're not trying hard enough and you're not doing new things." - Jon Acuff "You have a choice, shame or strategy. Shame says I should be able to get it all done and then when you can't, you feel ashamed. Strategy says, these three things, I'm not even going to care about them." - Jon Acuff "What I like about data is, data tells the truth. Data is not swayed by emotion." - Jon Acuff "If you're a small business, there's actions you can do every day, even as you plan." - Jon Acuff "Almost every business I work with undercharges. Especially if it's a small business." - Jon Acuff "The balance is, you don't get to do the passion very long if the profit isn't there." - Jon Acuff "The problem is, a lot of us have trouble starting goals because we've lied to ourselves so many times that we don't even believe it." - Jon Acuff "We're not supposed to do this alone. Running a business is a very isolating experience". - Jon Acuff CONNECT: Buy Finish: http://amzn.to/2jpW7XZ Jon's Website: https://acuff.me/ Facebook: https://www.facebook.com/authorjonacuff Instagram: https://www.instagram.com/jonacuff/ Pinterest: https://www.pinterest.com/jonacuff/ Twitter: https://twitter.com/jonacuff You can purchase Jon's Books on Amazon using the links below: Finish: Give Yourself the Gift of Done Start: Punch Fear in the Face, Escape Average, and Do Work That Matters Do Over: Rescue Monday, Reinvent Your Work, and Never Get Stuck Quitters: Closing the Gap Between Your Day Job & Your Dream Job JOIN THE TSBC FAMILY: Do you enjoy listening to our Podcast and learning from our guests as they discuss how they grew their businesses? Interested in learning more actionable steps that you can implement into your business? Check out our Business Camp E-Course. ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Katie Hunt, founder of Tradeshow Bootcamp takes a minute to thank the TSBC speakers who have helped shape Tradeshow Bootcamp into what it is today.

Emma James and Bailey Rivera are the owners of Antiquaria. These savvy business women have made some big transitions in their business over the last 7 years. They started selling vintage pieces, hand calligraphic work and now focus their product line on stationery products such as gift wrap, notebooks and greeting cards. They attended our Paper Camp E-Course in 2013 prior to launching wholesale. Their products are currently carried in Anthropologie, BHLDN, Paper Source, Terrain and independent boutiques internationally. On today's episode, they'll tell their story of starting the business, talk about how pivoting at different points strengthened their business model and how prioritizing their personal happiness has enabled them to grow too. They also shared nuggets about what inspires them when creating new products as well as logistics for how they determine which product categories to tackle next. ON TODAY'S EPISODE: How Emma & Bailey first met The history of Antiquaria and the pivots they have made in their product offerings What inspires you when you're developing new artwork and new products Emma & Bailey's thoughts on how much inventory to order & how much they keep on hand The importance of knowing your numbers and ensuring you maintain your profit margins How Emma & Bailey share the responsibilities of Antiquaria from different cities Working through transitional periods together How they make their packaging stand out while also still being conservative with production costs How they define success in their business What's next for Antiquaria KEY TAKE-AWAYS: "Bailey and I are really good at knowing when to make changes and not being scared to do it." - Emma James "The cost of expanding, adding a new product, is super expensive, so we try to be smart and conservative about where we expand" - Emma James "It's okay to start small. And as your business grows and you start to hone in on your numbers, and you start to see what your selling patterns are, that's where you want to reassess and start to increase your production amounts, your volume." - Katie Hunt "We're all running businesses, and therefore, we need to look at the hard costs, and we need to be paying ourselves, and we need to be thinking about things like retirement, or just scaling the business, and all of these different things that, when you're just starting out, it might feel a little overwhelming." - Katie Hunt "We have to make sure our margins work on every new product." - Emma James "When there's something that's not working for one of us, we actively work for a solution to it." - Emma James "How can we get all the information that's needed on there without having to pay for an additional labor or people and the labor of putting it on? That's just a graphic design challenge." - Bailey Rivera "If you're not making money on this, you shouldn't be selling it. It's not a viable business at that point." - Katie Hunt "I want to both fulfill my creative desires and create a very successful business that can continue to grow." - Bailey Rivera "Success for us is getting reorders and knowing that, not only buyers like our stuff, but people are going into stores and picking our products over all of the other products in that store." - Emma James "Success for me is having a healthy work, life balance." - Emma James MEET EMMA & BAILEY Emma has a BFA from Parsons the New School for Design, The New School for Design, and worked as a trend forecaster for several years before co-founding Antiquaria. Emma loves art, design, horses and resides in Austin, Texas with her daughter, Sydney. Bailey has a BS in Retail Merchandising from the University of Texas at Austin and was a stylist in her former life. Bailey gets teased endlessly for being the old lady of the duo she loves to knit, garden, and bake homemade bread (yum!). Bailey lives in Littleton, Colorado with her husband and two cats. CONNECT: Website: www.shopantiquaria.com/ Facebook: @antiquaria Instagram: @antiquariadesign JOIN THE TSBC FAMILY: Our Paper Camp E-Course is now enrolling! If you'd like to see your products on the shelves of your favorite retail shops or if you're considering exhibiting at large scale wholesale shows, join us this fall for our virtual Paper Camp course. Get more details and snag your seat here. ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

TSBC alum, Stephanie Clarke is the founder of Dahlia Press, a boutique design and letterpress studio that offers custom design for events, as well as, a wide variety of stationery accoutrements for the retail and wholesale channels. Stephanie participated in our Paper Camp E-Course in 2014 before selling wholesale and exhibiting at the National Stationery Show. On today's episode, Stephanie and I are talking about how her business transitioned from a side hustle into a full time gig, how sales reps have enhanced her business and she shares her system for outsourcing packaging of her products. ON TODAY'S EPISODE: Stephanie's background as a designer in a corporate environment Starting Dahlia Press as a side hustle while she worked a corporate career The benefits of keeping a full-time job while growing Dahlia Press Current product offerings and how this has changed over the years How Tradeshow Bootcamp prepared her for NSS Working with sales reps and how they have enhanced her business The complexity of working with more sales reps as Dahlia Press has grown The importance of communication & camaraderie with your sales reps and your entire team Stephanie's process for outsourcing packaging Starting new team members, regardless of role, in the fulfillment process to help them understand the whole process of getting product in customers' hands Stephanie's advice to someone wanting to start a product based business How she makes the decision to retire products What's coming up for Dahlia Press KEY TAKE-AWAYS: "Really, those six years, I don't think I've ever touched any of the money that was coming in from Dahlia Press, it just went right back into the business. Then, when I was going out on my own, I had a nice little cushion." - Stephanie Clarke "I love working with the reps who are out of state and areas that I just don't have a reach. They're the ones who have the relationships with the buyers, they understand the dynamics of the stores that are next door to one another and who's buying what, and how to deal with that." - Stephanie Clarke "I try to kind of spoil my reps. They're working hard for me. I want to make sure that they know I appreciate what they do." - Stephanie Clarke "I feel like that sense of communication and camaraderie is important in all relationships in business, you don't necessarily have to send them all gifts, but it's important to stay in contact." - Katie Hunt "Having that time to actually have those conversations [with sales reps or retailers], it helps you in your planning and determination of what you're going to be offering, and what product categories you want to go into, and how you can better serve your audience, and give them the things that they need." - Katie Hunt "Outsourcing your packaging is probably the simplest thing you can do." - Stephanie Clarke "I think everyone needs to have a good understanding of not only how the product works, and it goes together, and the whole process of getting them from A to B." - Stephanie Clarke "Do research as to where you fit in the market and how you can make your products unique and stand out. See what's out there and where there are holes and try to figure out how you can fill those as best as possible." - Stephanie Clarke "I think taking that time to figure out what your voice is and how to really stay true to that, it's important." - Stephanie Clarke "I think that is the benefit of having the full-time job and doing this on the side when you're starting a business, not putting the pressure on yourself to be everything all at once. You can have that time, that flexibility and that's huge." Stephanie Clarke "If it's not moving, and I'm sitting on a stack of those cards, and I'm not getting good feedback on them, and no one seems to be missing them, then, yeah, it's time to let it go." - Stephanie Clarke "Really take a good look at your line before you start your next catalog and decide like, 'Okay, this one doesn't need to be included.'"- Stephanie Clarke MEET STEPHANIE CLARKE: Located in Seattle Washington, Dahlia Press is a boutique design and letterpress studio founded in 2008 by designer Stephanie Clarke. After years of providing happy couples and families with custom invitations and announcements, in the summer of 2014, Dahlia Press began a small line of greetings and social stationery in order to expand their current offerings. Today their growing line includes over 200 greetings, and incorporates a variety of stationery accoutrement such as wrapping paper, notepads and gift tags. In addition to her stationery company, Stephanie is an accomplished commercial designer. With 15 years of design experience, Clarke has an extensive portfolio of impactful visual identities, logo strategies, interior store environment design, brand websites and digital content for several top companies in the United States, including Starbucks, ThaiFusions, ExOfficio, and Marmot among others. CONNECT: Website: http://www.dahliapress.com/ Facebook: http

Katie Hunt, founder of Tradeshow Bootcamp has hosted 13 live events over the last five years for Tradeshow Bootcamp and even more when she was in the corporate world. Today's mini episode focuses on four key tips for hosting live events: 1. Focus on your content first 2. Be mindful of your budget 3. Involve your audience in the planning proces 4. Set realistic goals for your event. If you're looking for more information about how I plan Paper Camp and build live events into my business model, check out my interview with Tara Gentile on Profit Power Pursuit podcast. Look for episode 96 at www.taragentile.com/podcast

TSBC alumni, Julie Richardson started Julie Ann Art in 2008 as a side hustle and has seen great success over the last nine years. She got her start on etsy where she's had almost 70,000 sales to date! Julie also sells to the wholesale market. On today's episode, we're talking about building community with customers, how she handles copy cats and why she's focused on creating products with purpose. ON TODAY'S EPISODE: The start of Julie Ann Art as a side hustle while she worked a corporate career The catalyst for Julie Ann Art becoming a full-time job Julie's decision to start wholesaling & what caused her to go in that direction The benefits of craft shows Her inspiration for new designs & sayings for her products Making the decision to move forward on new products Dealing with people who copy her work Nurturing her online following to make them really feel a part of the Julie Ann Art brand Making the transition to outsourcing work What's coming up for Julie Ann Art KEY TAKE-AWAYS: "...It's a combination of doing the hard work and trying to be as strategic as we can, but there is an element of luck to it, as well." - Katie Hunt "Some people are like, "Ugh, craft shows are so much work," but to me, I feel like they are my bread and butter, because there's nothing like seeing a person's reaction to your product." - Julie Richardson "If you've seen my stuff, I go a little outside the box, and I enjoy doing that. It's a little risky, but I would rather take the risk than be the same as everything else." - Julie Richardson "If it's one thing that I've learned through all of this, it's that regardless of what they're doing, my business is just fine. I'm doing okay. They're not taking me down." - Julie Richardson "I feel like I know so many of them, people that I have never met, because of what I have shared with them and their response to it." - Julie Richardson "We needed to know that what we were doing had a purpose and was good for something that we're passionate about." - Julie Richardson MEET JULIE RICHARDSON: Julie Richardson created Julie Ann Art in 2008 as a creative outlet on the side of a corporate 9-5 job. With her refreshingly honest take on life's occasions in greeting card form, people began to take notice. What began as a hobby organically grew to a budding business thanks to the support of a wide social media fan base. Today, Julie Ann Art products are sold internationally, and can be found in stores across the country. CONNECT: Website: https://julieannart.com Facebook: https://facebook.com/julieannart Instagram: https://instagram.com/julieannart Pinterest: https://www.pinterest.com/julieannart/ Twitter: https://twitter.com/julieannart JOIN THE TSBC FAMILY: Our Paper Camp E-Course is now enrolling! If you'd like to see your products on the shelves of your favorite retail shops or if you're considering exhibiting at large scale wholesale shows, join us this fall for our virtual Paper Camp course. Get more details and snag your seat here. ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

TSBC Alum, Victoria Venturi is the founder of Paper Epiphanies, a paper and lifestyle brand that empowers women. Prior to being her own boss, Victoria worked in PR Marketing for really large brands such as FOX, Disney, Warner Bros., and Hilton Hotels. On today's episode, we're talking about balancing wholesale and retail outreach, how to build relationships with the press and the importance of honing your message and articulating the why of your business. ON TODAY'S EPISODE: Victoria's background in stand-up comedy and public relations The beginning of Paper Epiphanies The mission and vision behind Paper Epiphanies Focusing on your core audience and accepting that her products are not for everyone The value of knowing your why Paper Epiphanies business model & launching both retail and wholesale simultaneously Why it was important for Victoria to launch wholesale from the beginning The differences in marketing to wholesale clients and retail customers Creating cohesion in your brand How to approach press outreach Victoria's best practices in following up with media contacts Call to actions for day to day life in business How Paper Epiphanies has navigated transitional times of major growth The benefit of adding rep groups slowly Victoria's advice for up and comer entrepreneurs in the product space What's next for Paper Epiphanies KEY TAKE-AWAYS: "I wanna write for women and I 90% of my buyers are female, so, I don't care if I'm alienating men. Screw 'em like this is a line for women, about women." - Victoria Venturi "I think for me the company really came full circle when I launched Kiss My Pumps, 'cause I was able to have that fun irreverent side with our greeting cards, but then also really tap into that mission, and that why for our company, which is empowering women." - Victoria Venturi "There's some people that don't like our brand and that's okay because we're not for everyone." - Victoria Venturia Venturi "It's really important to have an authentic voice and know why you're doing what you're doing." - Victoria Venturi "It doesn't have to be some huge over powering existential point, it just has to be your why. What motivates you, and what makes you unique." - Victoria Venturi "Every decision you make should be driving back to that same goal, or that same mission, or whatever it might be." - Katie Hunt "I would say that saying no to things is almost more important than saying yes, or deciding on how to say no to things is more important because every day we're inundated with opportunities but choosing, which ones are the right ones." - Katie Hunt "A media list with 10 people that's well thought out that has specific references to articles is way more effective than a hundred-person media list where you're just sending blank mass emails." - Victoria Venturi "Grow your business at your pace, with what you're comfortable with, and success is year over year growth-- doesn't matter if it's five dollars, or if it's 500% year over year growth." - Victoria Venturi "...each time you have one of these new projects you learn how to do it better, and it's not as scary. As you grow the things you do down the road you're gonna be amazed at yourself." - Victoria Venturi MEET VICTORIA VENTURI: Victoria is the founder of Paper Epiphanies. Prior to launching Paper Epiphanies, Victoria was a communications and marketing executive and spent more than ten years launching successful campaigns for big brands including FOX(r), American Idol, GLEE, Disney(r), Nickelodeon(r), Warner Bros.(r), Hilton Hotels and many more. Spoiler alert: she may have spent a few years dabbling in stand-up comedy on the side. In 2014, she followed a life-long dream to create a lifestyle and paper goods company. Her vision? A beautiful and feminine line of stationery and office goods that pushed the envelope and didn't need to play by the rules. Thus, Paper Epiphanies was born! Victoria lives in Portland, OR with her husband and fur baby, Twinkie. Paper Epiphanies is a two-time Louie Award winner, including the recipient of the coveted Rising Star Award. Paper Epiphanies can be found in more than 500 stores around the world. CONNECT: Website: www.paperepiphanies.com Facebook: @paperepiphanies Instagram: @paperepiphanies Twitter: @paperepiphanies JOIN THE TSBC FAMILY: Paper Camp is all SOLD out, but we'll be opening up our Paper Camp E-Course in the next few weeks! Join the waitlist online here to get all the details! ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

About a year ago, I was in a funny place.. I was coming back from maternity leave and feeling a bit lost. My business was growing, I was finding my new normal juggling work and family and I had BIG goals I wanted to tackle for TSBC. Yet I was feeling all kinds of resistance and was struggling to take action. Then, I was asked to join a mastermind group with six insanely talented women and my life changed. What's a mastermind? It is a small group of entrepreneurs who are at similar levels in business. The group fosters community, provides accountability and is often led by an expert who provides coaching, guidance and structure to the program. Serious magic happens when I get together with these ladies. Ideas take flight. Challenges feel less burdensome. Resources are shared. Action is taken. Progress is made! My Proof to product podcast is a great example of how influential my mastermind has been in my business. Recording a podcast is something I've wanted to do for years, but never made it a priority until my mastermind group gave me a nudge. I started recording episodes before I even knew what to call the show or when it would launch! I struggled for months to name the podcast on my own, yet in 45 minutes with my mastermind group we came up with the name Proof to Product, sketched the cover art and reserved the URL and social media handles. Something I had been agonizing over for way too long was solved in under an hour! After that, I grew my team, we set up systems for the podcast and we launched the podcast 6 weeks later. Everything fell into place. Momentum propelled me forward. It was magical and I had never experienced anything like it. I was hooked. I strongly encourage all of you to join a mastermind group - whether it's mine or another one. Amazing things happen when we put our heads together. Learn more about our TSBC Group Coaching and Mastermind program at www.tradeshowcamp.com/coaching

Today's guest, TSBC Alum, Bryn Chernoff is the owner, calligrapher and creative director of Paperfinger. Paperfinger offers a range of distinctive and elegant contemporary calligraphy for weddings, events, branding & design. Bryn also teaches calligraphy on Skillshare and in workshops across the country. Bryn's work has been featured in numerous publications including Martha Stewart Wedding, Real Simple, Esquire and Brides to name a few. During this episode we talk about transitioning from a day job into your business full time, finding your unique voice and point of view when creating your work and how business retreats are a great way to refuel and find clarity in your business. ON TODAY'S EPISODE: Bryn's interest in calligraphy & how she got started Transitioning to a part-time day job to allow for more margin to work on Paperfinger Creating and building up her portfolio How her product & service offerings have expanded using her skill set Her advice on how to handle a client asking for something that does not fit with your style or artistic direction Bryn's courses on Skillshare Her ready-made, semi-custom collection available to her clients and how she pivoted to make it more successful Bryn's philosophy on retreats How she defines success in her business Her advice to those who want to turn channel their love of calligraphy into a business KEY TAKE-AWAYS: "Unless you really want to get asked to do it, don't make that, and put that up on your website." -Bryn "There's nothing in it for me, I feel like I've ruled out a lot of things that are not worth it at all anymore, which is doing something that doesn't feel like it's coming from me, or Paperfinger authentically." - Bryn Chernoff "If you're just starting out and there's things that you don't want to be doing in your business, find a way to say no, but in a way that truly articulates your why's, and gives them a reason behind it." - Katie Hunt "Most solo business owners like being boss, so you like your ideas, and you like that you get to make all of the decisions. But, I really had to practice just getting some more input. Actually getting more perspectives on what I'm doing, because I think I can get a little lost in my own little vacuum of ideas." - Bryn Chernoff "I felt a deep craving for a pause on the daily grind, and that there were all these questions that I literally just couldn't answer for myself and the business, unless I stepped out of the routine." - Bryn Chernoff "If you're not in touch with why you're doing it, one of the main things I like to do, is to stop and make myself examine what is the point? What am I doing this for?" - Bryn Chernoff "I feel like a retreat seems like something reserved for a big company, and there's so much we need to do to allow ourselves to feel legitimate, even if you're one person, you know. You're still a business." - Bryn Chernoff "Feeling pride about the kind of work that's going out there makes me feel successful." - Bryn Chernoff "I love being the boss." - Bryn Chernoff MEET BRYN CHERNOFF: Bryn Chernoff is the owner, calligrapher and creative director of Paperfinger, a House of Calligraphy. Paperfinger offers a range of distinctive and elegant contemporary calligraphy for weddings, events, branding & design. Bryn also teaches calligraphy on Skillshare and in workshops across the country. Paperfinger has been featured in numerous print and online publications including Martha Stewart Weddings, Martha Stewart Living, New York Mag Weddings, Town & Country, Real Simple, Esquire, Brides, The Knot, Cool Hunting, Refinery 29 among many others. CONNECT: Website: http://www.paperfinger.com/ Facebook: @paperfinger Instagram: @paperfinger Pinterest: @paperfinger Twitter: @paperfinger JOIN THE TSBC FAMILY: Paper Camp is all SOLD out, but we'll be opening up our Paper Camp E-Course in the next few weeks! Join the waitlist online here to get all the details! ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

TSBC alumni, Rosanna Kvernmo is the owner of Iron Curtain Press, a letterpress studio in Los Angeles. In the spring of 2016, she and her husband, Joel, are also opened Shorthand, a little store specializing in beautiful supplies for your desk. On today's episode, Rosanna and I talk about her experience as both a wholesaler & a store owner, product development and finding your unique voice in your products and business. ON TODAY'S EPISODE: The start of Iron Curtain Press as a side business making invitations for her friends Lessons she learned in the first several years of business Refining the services offered by Iron Curtain Press Rosanna's experience in the retail space as both a wholesaler & a store owner Her advice for people pitching retail stores Opening her retail shop, Shorthand The types of products sold at Shorthand and where Rosanna finds them The National Stationery Show Planning & launching new product lines The importance of knowing why you are adding a new product Understanding that every business is unique & finding your own voice KEY TAKE-AWAYS: "It's important for people to remember that they are in control, that they set the rules for their business and if something's not quite working the way they want it to, they can pivot and change gears and make those decisions." - Katie Hunt "Here's the bare bones honest truth, as a person with a store like mine, that when you add product categories in a hurry and haven't thought through what it is, it's pretty apparent to me on my end." - Rosanna Kvernmo "If you're going to invest in something and go into a new product category, you need to do your homework." - Katie Hunt "With my very small business, every decision that I make really matters. The passion behind what I do is what makes my business stand out from a mass market store." - Rosanna Kvernmo "No two people, no two companies are going to make the same decisions. Their paths are going to be different." - Rosanna Kvernmo "But I think finding your voice is really important because that's the quickest killer to your line, is being too similar to anybody else." - Rosanna Kvernmo MEET ROSANNA KVERNMO: Rosanna is the owner and designer behind Iron Curtain Press, a letterpress studio in Los Angeles with products sold in cute boutiques world-wide. In the spring of 2016, Rosanna and her husband Joel opened Shorthand, a little store in the heart of Highland Park specializing in beautiful supplies for your desk. CONNECT: Website: ironcurtainpress.com | shopshorthand.com Facebook: @ironcurtainpress | @shopshorthand Instagram: @ironcurtainpress | @shopshorthand Twitter: @ironcurtainpress | @shopshorthand JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

TSBC Alumni, Shayna Norwood of Steel Petal Press owns letterpress studio and retail store front in Chicago. Shayna started Steel Petal Press in 2008 as a side hustle and it became her full time gig in 2010. In 2016, she opened her flagship retail shop selling her own products as well as stationery and office goods from other independent brands. On today's episode, Shayna shares how she manages both a wholesale busienss and a retail storefront, the challenges she's faced while growing her business and her advice to designers who are pitching their products to wholesale buyers. ON TODAY'S EPISODE: The start of Steel Petal Press as a side hustle. Feature in Daily Candy & faking it til you make it. Her first year at the National Stationery Show & exhibiting with Ladies of Letterpress. How opening up the retail shop was a happy accident. Managing both sides of her business & the challenges that causes. Shayna's team and the roles they fill. Merchandising the store & learning to buy for the store Advice for people pitching retail stores How much follow up is too much? KEY TAKE-AWAYS: "When you're at the National Stationery Show, you really need to stand out in certain ways." - Shayna Norwood "I have to be really intentional about setting aside time to work on the wholesale side of the business." - Shayna Norwood "I have learned to trust my instincts." - Shayna Norwood "Do your research. Be as prepared as possible for any situation before you go into it" - Shayna Norwood MEET SHAYNA NORWOOD: Steel Petal Press is a Chicago based letterpress studio owned and operated by Shayna Norwood. What began as a part-time endeavor in 2008 has grown to include three presses, a paper cutter, and a small + awesome team. Together we print, package and ship each item by hand. Shayna Norwood is a professionally trained visual artist with a BFA from San Francisco Art Institute. She's been letterpress printing since 2004, and Steel Petal Press has been her full time gig since 2010. In 2016 she opened her flagship retail shop. Our shop carries Steel Petal Press greeting cards printed by hand in house and other gift items from independent designers around the country. CONNECT: Website: http://www.steelpetalpress.com Facebook: @steelpetalpress Instagram: @steelpetalpress Pinterest: @steelpetalpress Twitter: @steelpetalpress www.instagram.com/steelpetalpress/ JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

TSBC Alums, Allison Brennan & Jessica Tree are the owners of The Social Type. They launched their foil-pressed greeting card line in 2010 and have since expanded into other gift categories including their very popular matchboxes. On this episode, Jess and Allison talk about their inspiration for creating new products, how they split responsibilities as business partners and we talk about the importance of slow, but steady growth in business. ON TODAY'S EPISODE: Life before The Social Type and how they decided to create the business. How they balance responsibilities as business partners. How she helps product makers manufacture overseas. How they strive to differentiate themselves in the market. Overcoming issues with their match boxes. Deciding how much product to order & discontinuing products. Opening their retail storefront Their advice for other entrepreneurs KEY TAKE-AWAYS: "We're constantly searching for something that's unique and different to set us apart from everybody else." - Jessica Tree "We're always working on quality and making our products better and better" - Jessica Tree "Initially we tend to order a bit lower to see how a product does and then when we know they sell really well, our quantities get larger" - Jessica Tree "We've learned our lesson, too. Not every product sells." - Allison Brennan "Our brand has grown and we've developed an aesthetic. Some of thes tuff we designed five years ago doesn't fit anymore" - Jessica Tree "Literally, just go for it. Start." - Jessica Tree [on offering advice to entrepreneurs] "You don't have to kill yourself but at the same time if you want to get from point A to B it requires hard work and some late nights." - Allison Brennan MEET ALLISON & JESSICA: The Social Type was founded by paper and design enthusiasts Allison Brennan & Jessica Tree. They first launched their own line of foil pressed greeting cards in 2010, and have since expanded into other paper goods and their popular matchboxes. The Social Type is sold at stores & boutiques globally. CONNECT WITH ALLISON & JESSICA: Website: https://thesocialtype.com/ Facebook: @thesocialtype Instagram: @thesocialtype Pinterest: @thesocialtype Twitter: @thesocialtype JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

TSBC Alum, Heather Harris has been designing day planners and desk products since 2004 for clients including momAgenda, Barney's, Brooks Brothers, and Tiffany & Co. In 2015, she branched out on her own to start Copper Bottom Design Co. where she and her team help product based businesses with design, proofreading and overseas production. On today's episode, we're talking how to know if you're ready for overseas manufacturing, common errors people make when creating day planners and how her past experiences and skills have led her to create a thriving, enriching business for herself. ON TODAY'S EPISODE: Heather's rich background in the industry & what led her to starting Copper Bottom Design. Manufacturing overseas & what the process looks like. How she helps product makers manufacture overseas. Fears surrounding manufacturing overseas. Benchmarks or metrics to determine if manufacturing overseas is right for you. Common mistakes she sees when people create day planners. What's upcoming for Copper Bottom Design Co. KEY TAKE-AWAYS: "There are strategic reasons for choosing overseas manufacturing" Heather Harris "When I went out on my own it was lonely. Then I met the Paper Camp community and I craved a team again." - Heather Harris "Manufacturing overseas is just like getting ready to hire an employee. You're at a certain point where you've grown so much that you can't handle it anymore, and you're looking to outsource." - Heather Harris Ask for samples. You can't create a product without seeing it. - Heather Harris RESOURCES: Ultimate Holiday Guide E-Book MEET HEATHER: An avid organizer, list maker, and devoted print girl, Heather has been designing day planners and desk products since 2004. She arrived at the world of fine stationery by way of Graphic Image, where she learned the ropes designing planners internally and for clients like Barney‰Ûªs, Brooks Brothers, and Tiffany & Co. Her love of high-end paper products is a near obsession, shaped by how a carefully crafted design becomes a beautiful, functional part of our daily lives. Her time as Director of Creative Services at momAgenda further expanded this passion to product development; aside from leading all design, she spent years managing the editorial process and overseas production. In 2015, Heather decided to expand her client base and founded Copper Bottom Design Co., where she and her team take the helm of design, proofreading, and overseas production for growing stationery companies. CONNECT WITH HEATHER: Website: http://www.copperbottomdesign.com/ Facebook: @copperbtmdesign Instagram: @copperbtmdesign Pinterest: @copperbtmdesign Twitter: @copperbtmdesign JOIN THE TSBC FAMILY: Need help streamlining your business operations? Are you feeling a bit stuck in your business? Maybe you're worried about things like marketing, technology, or hiring a team. If so, you are not alone, and we've got a course for you. The Business Camp e-course includes lessons from Tara Gentile, Jen Gotch of Ban.do, Chelsea of Sugar Paper, as well as experts in public relations, websites, email marketing, and much, much more. This course includes eight hours of video content, and a 30 page workbook. You will finish this course feeling confident, energized, and armed with concrete information to help you refine your business systems. Plus the on-demand format lets you jump around to topics that are most relevant to you when you need them most As you guys know by now, I'm a firm believer in working smarter, not harder, and this course is gonna help you streamline your business, whether you're product-based, or service-based business. Head over to tsbcvizcamp.com. That's TSBCbizcamp.com for more information. And for a limited time, our proof to product listeners will receive $50 off with promo code prooftoproduct. ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Jen Gotch is the chief creative officer and fearless leader of Ban.do. Jen founded the company in 2008 with no prior business experience and was able to transform it from a small, vintage, one-of-a-kind hair accessory company into a million dollar brand within years. I had the pleasure of working with Jen when she was a speaker at our Tradeshow Bootcamp Business Camp conference. She not only offers a wealth of information, but she's passionate about helping creative entrepreneurs succeed. On today's episode, we're talking about how Ban.do evolved into the lifestyle brand it is today, why having a strong brand is the best thing you can do for your business and the importance of making time for self-reflection no matter how many years you've been in business. ON TODAY'S EPISODE: The evolution of Ban.do Selling to Lifeguard Press and how this enabled further growth Hard lessons Jen has learned in business Why having a strong brand is important and affects other aspects of business How and why Jen gives back to other entrepreneurs The importance of focusing on top level projects as the founder of your business Advice for entrepreneurs What's upcoming for Ban.do KEY TAKE-AWAYS: "I'm a problem solver by nature. I walk towards them, not away from them. But I have no business walking towards half the problems I do." - Jen Gotch "Sheer will will not allow me to do it all and be great at everything." - Jen Gotch "Being able to have a voice that stands outside of the product makes it easier for people to attach to your business and makes it easier for your business to pivot" - Jen Gotch "People have questions that are different than the questions they used to have. They hold companies and brands accountable for things they never had to be accountable before. It's a very interesting time to be in business."- Jen Gotch "Retailers were wanting newness more often." - Jen Gotch "It is really easy to focus on medium level shit, because those things tend to have a beginning, middle and end and we can check it off our list. Hold yourself accountable to not get into the minutia" - Jen Gotch on focusing on high level shit "The faster you can figure out where you add the most value and what you should be doing and what someone else should be doing, you'll grow and scale" - Jen Gotch. MEET JEN: Jen Gotch is a creative powerhouse who brakes for yard sales and unicorns. She founded ban.do with a friend in 2008, and with no prior business experience, was able to transform it from a small, vintage, one-of-a-kind hair accessories company into a multimillion dollar brand within years. After a long (and winding) road of jobs that led her to where she is today, she's now the chief creative officer and fearless leader of the ban.do team. She's passionate about continuing to grow ban.do while sharing the experience with her many Instagram followers (and anyone else who's interested), because she wholeheartedly believes that you don't get anywhere in life without the help and kindness of others. CONNECT WITH JEN & BAN.DO: Website: https://www.bando.com/ Facebook: https://www.facebook.com/shopbando Ban.do's Instagram: https://www.instagram.com/shopbando/ Jen's Instagram: https://www.instagram.com/jengotch Pinterest: https://www.pinterest.com/shopbando/ Twitter: https://twitter.com/shopbando JOIN THE TSBC FAMILY: Need help streamlining your business operations? Are you feeling a bit stuck in your business? Maybe you're worried about things like marketing, technology, or hiring a team. If so, you are not alone, and we've got a course for you. The Business Camp e-course includes lessons from Tara Gentile, Jen Gotch of Ban.do, Chelsea of Sugar Paper, as well as experts in public relations, websites, email marketing, and much, much more. This course includes eight hours of video content, and a 30 page work book. You will finish this course feeling confident, energized, and armed with concrete information to help you refine your business systems. Plus the on-demand format lets you jump around to topics that are most relevant to you when you need them most As you guys know by now, I'm a firm believer in working smarter, not harder, and this course is gonna help you streamline your business, whether you're product-based, or service-based business. Head over to tsbcvizcamp.com. That's TSBCbizcamp.com for more information. And for a limited time, our proof to product listeners will receive $50 off with promo code prooftoproduct. ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Tara Gentile is the founder of CoCommercial, a digital small business community for entrepreneurs serious about making money, impacting their communities, and transforming the lives of those they love. She's also the host of Profit. Power. Pursuit., a podcast that takes you behind the scenes of successful small businesses. Entrepreneur named it one of 24 top women-hosted podcasts for business owners. Tara's work has been featured in Fast Company, Inc, DailyWorth, Forbes, and The Huffington Post. On Today's episode we're talking about overcoming mindset obstacles, proactive decision making in business and how to align yourselves with partners that elevate your brand. ON TODAY'S EPISODE: [01:00] Misconceptions people have about running a business.[04:00] How mindset plays into business decisions, growth and general success.[10:00] How Tara tackles mindset concerns.[12:30] Making decisions now for what you want your business to be in the future.[18:30] How to decide on your long term goals.[20:30] Five year plans aren't set in stone & business isn't a straight line.[23:00] Benefits of dreaming bigger than you can imagine.[25:30] Ruthlessly auditing the way we present our products and services so that they align with our brand story.[30:00] Importance of research when building your products & services[33:00] Determining which strategic partnerships align best with your brand.[38:00] How strategic partnerships have elevated Tara's brand.[43:00] How Tara defines success for her business[45:00] What's next for CoCommercial. KEY TAKE-AWAYS: "If you truly believe that you are taking action and things aren't happening, traction isn't there, it's really time to examine that mindset stuff." - Tara Gentile "I have to build something a lot bigger than what I'm building right now and I have to build something that's just not designed to make me a lot of money, but that's actually designed to create something huge." - Tara Gentile "Research, research, research and don't be afraid of research. One of the things that I find both in the product world and in the service world is that people are really afraid of researching their "competition". - Tara Gentile "Pricing tells a story." - Tara Gentile "Get out in the world and look at what things are selling for in a broader scope." - Katie Hunt CONNECT WITH TARA: Website: http://cocommercial.co Facebook: http://facebook.com/taragentilebusinessstrategist Instagram: http://instagram.com/taragentile Twitter: http://twitter.com/taragentile JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Rachael Hetzel is the owner of Pistachio Press, a boutique letterpress printing and design studio based in Cincinnati, Ohio. Founded in 2007, Pistachio Press produces a wholesale line of sweet and slightly snarky stationery products that are sold nationally and internationally. Pistachio Press also creates social invitations, business stationery, and prints commercially for a variety of clients. She's been a Tradeshow Bootcamp speaker since 2011 and is an excellent teacher and mentor for creative entrepreneurs. On today's episode Rachael and I dish about mindset shifts that come with more experience as a business owner, juggling running a business with small children in tow and why we feel it is important to give back to our industry. ON TODAY'S EPISODE: [01:30] Pistachio Press turns 10 this year! [04:00] Transitioning from custom work into wholesale.[06:30] Trouble-shooting & being flexible.[07:30] Moving her business across states.[10:00] Having a baby and how it changed her workflow.[14:00] Making time for work & family.[15:00] Setting boundaries about the work we say yes or no to.[18:30] Avoiding comparison.[21:00] Goal-setting[22:30] Why it is important to give back to our industry.[26:30] Benefits of sitting down & talking about your business with others.[28:00] Everyone has different stories & experiences to share.[29:00] Running a small business is hard, but rewarding.[31:00] Rachael's advice: research, flexibility and set goals KEY TAKE-AWAYS: "I think you still have energy and excitement for whatever you're doing. You can weather all of those initial storms with starting something new when you don't know everything about it and you're still" - Rachael Hetzel "Having the baby, I now have a much better work life balance. I know that I'm in the studio and I need to focus and then when I'm home, I'm home." -Rachael Hetzel "I can structure my life the way I want it to go, instead of trying to keep up with the ball that's already rolling." - Rachael Hetzel "I needed to set real goals so that I would know when I was hitting them, other than just having this loose idea of what success meant." - Rachael Hetzel "I remember that feeling of not knowing anything, or feeling like I didn't know anything that I was doing. I want others to know that you don't have to know." -Rachael Hetzel "Having that time to even just sit down with someone and talk about why you make things, helps you solidify things in your own mind." - Rachael Hetzel "I want people to understand that there's no straight line in business. We all are making our own decisions based on our own circumstances." - Katie Hunt "As hard as small business is and running these businesses are, it's so rewarding." - Katie Hunt "Having flexibility is probably the biggest key to having a business." - Rachael Hetzel "Do your research, be flexible, and set your goals" - Rachael Hetzel "I had no idea where this business would go when I started it. I think being a little naïve is a good thing." - Rachael Hetzel MEET RACHAEL HETZEL: Rachael Hetzel is the owner of Pistachio Press, a boutique letterpress printing and design studio based in Cincinnati, Ohio. Founded in 2007, Pistachio Press produces a wholesale line of sweet and slightly snarky stationery products that are sold nationally and internationally. Pistachio Press also creates social invitations, business stationery, and prints commercially for a variety of clients. Rachael grew up reading books in the woods of a small town in upstate New York. She completed a BFA and MFA in printmaking and was a university art professor for ten years, during which time she launched Pistachio Press. When she isn't printing, Rachael likes to cook elaborate meals with her husband, play peek-a-boo with their six-month-old son, and cuddle with their two rescue dogs. Website: http://www.pistachiopress.com Facebook: @pistachiopress Instagram: @pistachiopress Twitter: @pistachiopress JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Erin Ozer is the owner of Knot & Bow. Erin got her start on Etsy in 2010 and has had tremendous, but organic growth, over the last seven years. Her stationery, gift wrap and party goods can be found in more than 1500 retail shops around the world, including Paper Source, Anthropologie, Container Store, and Hallmark just to name a few. On this episode Erin talks about her humble beginnings, manufacturing challenges she experienced, and how she slowly but strategically added members to her team. ON TODAY'S EPISODE: [01:30] Building a business while staying home with the kids and with $200. [03:30] Starting on Etsy.[05:30] Adding new products to the line.[07:30] Utilizing customer feedback in product development.[09:30] Manufacturing challenges as Knot & Bow grew.[12:00] Picking & choosing which products to move forward with.[13:00] Expanding to wholesale.[15:30] Selling to Terrain -- her first wholesale order![17:00] Selling wholesale before doing trade shows[18:00] Working with Sales Reps[22:00] Hiring her first employee & growing her team[24:00] Hiring Process & having an operations manual[28:00] Knot & Bow retail shop & selling retail vs selling wholesale[30:00] What's next for Knot & Bow KEY TAKE-AWAYS: 'It is always a challenge to bring new product to the market and be innovative in some way but you also have a budget and spatial constraints to take into account' - Erin Ozer "Housing 1000 greeting cards is one thing. Housing 1000 plates is a totally different thing." -Erin Ozer "The numbers can get really, really big with custom manufacturing sometimes and it can be tough when you're really small." - Erin Ozer "The wholesale side of our business grew pretty dramatically when we first signed with reps." - Erin Ozer MEET ERIN OZER: Knot & Bow is a line of simple and stylish paper goods and party supplies. Erin Ozer started the brand as a solo venture in 2010, inspired by simple gifts wrapped with kraft paper and twine. The line has developed to include a wide variety of paper goods and colorful party supplies, and is now sold at more than 1500 stores around the globe. Products are manufactured in the United States and assembled in Knot & Bow's Brooklyn studio. Knot & Bow also launched a flagship retail location in the Gowanus neighborhood of Brooklyn in late 2015. Website: https://www.knotandbow.com/ Facebook: @knotandbow Instagram: @knotandbow Twitter: @knotandbow JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Kimberley is the New York sales representative for Crow + Canary. During her 15+ year career in the stationery industry, Kimberley has worked at Crane & Co., Kate's Paperie, as well as two of her own independent boutiques. She got her start running a letterpress studio, and has since worked all sides of the business – manufacturing, wholesaling, custom printing, multi-unit retail, buying, merchandising, and now repping. Kimberley's vast experience in the industry provides a unique and valuable perspective. On today's episode Kimberley talks about the role of sales reps, why you need a printed catalog for wholesale and the importance of giving back. ON TODAY'S EPISODE: [01:00] Kimberley's rich background in the stationery industry. [04:30] Meeting Carina Muray, her now boss, through Twitter.[07:30] Overview of a sales rep's role.[10:00] Tips for reaching out to retailers.[11:30] Keep track of contacts you meet & jot down details you can use in follow up.[12:30] What to end to retailers you're woo-ing.[13:00] Refining your line & honing in on your unique aesthetic[14:00] Why catalogs are important if you're selling wholesale[20:00] Line sheets vs catalogs[22:00] Releasing your products when buyers are buying[26:00] The importance of giving back to our industry[29:30] Kimberley is a champion for independent shops, only shops local.[32:30] How our experiences and interests shape us in our work.[36:00] Too much 'busy' in our lives. KEY TAKE-AWAYS: "We look at ourselves as sort of a seamless, internal sales mechanism for the lines." -Kimberley Yurkiewicz on her role as sales rep. "I asked myself what do I want to be doing, what elements of this am I good at, what are my strengths, what am I not interested in pursuing anymore, or what am I too junior for, what am I too senior for, all of those things." -Kimberley Yurkiewicz "My buyers love to get things in the mail, they love to be able to see things and touch them as if they were having an appointment with you." - Kimberley Yurkiewicz "My buyers want to see things that are not the same as every other thing on Etsy or Instagram" - Kimberley Yurkiewicz "Catalogs are your best friend because they take the place of you when you're not there" -Kimberley Yurkiewicz MEET KIMBERLEY YURKIEWICZ: Kimberley is the New York sales representative for Crow + Canary. During her 15+ year career in the stationery industry, Kimberley has worked at Crane & Co., Kate's Paperie, as well as two of her own independent boutiques. She got her start running a letterpress studio, and has since worked all sides of the business – manufacturing, wholesaling, custom printing, multi-unit retail, buying, merchandising, and now repping. She has attended tradeshows as both a buyer and exhibitor. Kimberley's vast experience in the industry provides a unique and valuable perspective. Website: http://www.crowandcanary.com Instagram: @kimberleycanary Twitter: @kimberleycanary JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/008 Owned and operated by Briana Feola and Jason Snyder, Brainstorm is a print shop and collaborative design studio rooted in the production of original art prints inspired by science, nature, and the outdoors. Briana & Jason have done some creative collaborative projects with big brands such as Lollapalooza, Patgonia, Airstream trailers and an upcoming project with L.L. Bean. On today's episode Briana and Jason talk about how their love of learning inspires their work, using a strong brand to attract the right clients and why your business should always be in some state of transition. ON TODAY'S EPISODE: [01:00] Building a business out of a recession. [03:00] Working side hustles while growing the business.[05:00] Working with a significant other.[07:00] How their life interests & love of learning inspire their work.[11:00] Professional collaborations & partnerships with Lollapalooza, Patagonia and Airstream.[12:00] Custom clients found them through their print work[19:00] Attracting the right clients using a strong brand.[20:00] Hiring their first employee & the importance of finding someone with flexibility [24:00] Winning the airstream trailer design competition[29:00] Summer travel plans in the Airstream trailer[32:00] Transitions they've experienced as they've grown[36:00] Benefits of staying small and nimble.[37:30] Focusing on what is going to work, and not letting failures get you down.[39:00] Upcoming project with L.L. Bean[32:30] What's next for We Are Brainstorm KEY TAKE-AWAYS: "We always dig deep into our own lives for inspiration" - Briana Feola "We're eternal students and want to keep learning no matter what the subject is" - Briana Feola "As entrepreneurs, we tend to be more critical of ourselves than anyone else is" - Katie Hunt "Going to Tradeshow Bootcamp was an eye opening experience that was necessary to set us in motion for the next four, five years now." - Briana Feola "I feel like your business should always be in some state of transition" - Jason Snyder "One benefit of being a small business owner is that we can be nimble and make our own decisions, shift gears however we need to" - Katie Hunt "We pride ourselves on the fact that we stay super small and adaptable" - Briana Feola 'I need to get out of my own way, sometimes" - Briana Feola LINKS: Brainstorm National Park series Brainstorm's work for Lollapalooza C3 Presents Brainstorm for Patagonia Airstream Trailer Contest Mama's Sauce Adobe Max Renegade Craft Fair Brainstorm for L.L. Bean Paper Camp MEET BRIANA & JASON: Brainstorm is a print shop and collaborative design studio working from a historic mill in Dover, New Hampshire. Owned and operated by Briana Feola and Jason Snyder, Brainstorm is rooted in the production of original art prints inspired by science, nature, and the outdoors. They also design for people and companies that appreciate the creative process, enjoy collaboration, and want to make something tangible in an increasingly digital world. Website: http://www.wearebrainstorm.com Facebook: @wearebrainstorm Instagram: @wearebrainstorm Twitter: @wearebrainstorm JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/007 Meg Sutton of Belle & Union Co., started her business in 2012 with a focus on creating handmade, American-made goods. Belle & Union has seen a ton of growth in their business in the last five years expanding from the world of letterpress greeting cards into textiles, home goods, kitchen wares and paper gift products. On today's episode, Meg and I talk about research & development of new products in the handmade space, working with sales reps, goal setting and how running a business is a marathon, not a sprint. ON TODAY'S EPISODE: [01:00] Meg's story of starting Belle & Union Co. [03:00] Diving head first into her business, launching wholesale & retail at the same time.[05:00] Finding her niche and expanding into gift and foodie products.[07:30] Why B&U focuses on creating handmade, American made products.[9:00] Research & development of new products. Determining if profit margins work for new items.[10:30] Struggles of making American made goods while maintaining profit margin.[11:30] Costs is a large factor in determining what new products to move forward with.[13:00] Focus on handmade allows Meg to control quality of her products.[15:00] Working with sales reps & why she waited to sign with one.[18:00] Providing sales reps with the right sales tools to do the job.[22:30] Trade shows are a marathon, not a sprint.[26:00] Systems around new product releases[27:00] Outsourcing social media management & planning out content.[29:00] Goal setting and what that looks like for Meg.[32:30] What's next for Belle & Union Co. KEY TAKE-AWAYS: "I wanted one order. That's all I wanted. And I walked away I think with close to 50 orders at that show, it was an incredible feeling" - Meg Sutton on her first trade show "I can tell you personally, there is an end to Google, it does end." - Meg Sutton on research & development. "Our American-made goods are going to be around the same cost as something made overseas. And I think that's a really big accomplishment." - Meg Sutton "We did cutting boards for a little while and I loved them, they fit the brand great but we really just weren't making our margins on them. So at the end of the day it just didn't make sense [to produce them]." - Meg Sutton 'Your sales reps are part of your team, and you need to make sure they have the tools that they need to do the job" - Katie Hunt "It's a marathon not a sprint." - Meg Sutton "A lot of us wear a lot of hats, so we juggle all of them and keep the business moving forward" - Meg Sutton "Now we plan out content, we have a content calendar and a schedule that we follow. And it shows. We've seen growth in the last six months not only in our followings but that translates to sales." - Meg Sutton I would encourage people to take the time to write out their purpose or their mission statement. Writing it down completely changed my perspective and enabled growth. - Meg Sutton MEET MEG SUTTON: It all started in 2012 with a relationship: a Southern art student and a Northern soldier fell in love along the sandy beaches of Tybee Island and the shady moss-draped oaks of Savannah, Georgia. Everything you'll find at Belle & Union Co., is steeped in Southern hospitality, from the deepest grooves of our letterpress greeting cards to the very (literal) fiber of our signature tea towels: all proudly American made. We've got a soft spot for vintage American wit and wisdom and goods that tote a bit of a foodie twist. To us, nothing says home and comfort quite like the scents of Mawma's kitchen; it's the heart of the home and the memories made in it feed our souls. Website: http://www.belleandunion.com/ Facebook: @belleandunionco Instagram: @belleandunionco Twitter: @belleandunionco JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/nss2017part2 I'm back with Part 2 of our National Stationery Show recap. We're talking with six of our TSBC alumni hearing what went well at the show, how the show has evolved and a couple will weigh in on how the show differs from NY Now and Atlanta's Mart. Today's episode features interviews with Sarah from Parrott Design Studio, Joel from Iron Curtain Press, Lana from Lana's Shop, Julie from Julie Ann Art, Kristen & Pam from Reyn Paper Co., and Tammy from Banquet Workshop. ON TODAY'S EPISODE: Sarah Bianculli from Parrott Design (4th year in 5 years at NSS) [01:30] How this show compared to previously shows she's done. [02:00] Expanding into more gift categories including canvas pouches, notepads, pens and pencils[03:00] Benefits of attending the show and meeting people face to face[04:00] Licensing projects with Papyrus and interest from Kodak; other benefits of being at the show.[04:30] Importance of follow-up after the show[05:00] Do a lot of research for the stores that are a good fit for you, quality over quantity.[05:30] Persistence and patience pay off. Don't give up and stay in front of the buyers you're a great fit for. Joel Kvernmo from Iron Curtain Press (5th year at NSS)[06:00] Hard wall booths and changing up their design year after year.[07:00] Reusing booth materials to keep costs low, including foam tiles, shelving and storage[08:00] New product releases for this year: reporter notebooks, task pad, pencil bags[08:30] Best selling products at the show.[09:00] Don't overextend yourself financially as you're starting a business. Baby steps and slow growth is better than a big jump, then a big fall. Lana from Lana's Shop (2nd year at NSS)[10:00] How Paper Camp helped her coming into her second year.[10:30] Continuing the momentum from her first year into the second year. [11:00] Unexpected mishaps: their crate was damaged in shipping[12:00] Opportunities she experienced being at the show: meeting artists & designers in person and potential collaborations[13:00] Go all out. Have confidence and stay true to your own designs Julie Richardson from Julie Ann Art (2nd year at NSS)[13:30] Second year feels more prepared. Logistics get easier.[14:00] Creating unique decor for her booth that didn't take away from the product.[15:00] Lighting mishap and how she handled it. Resources are available on site.[16:00] NSS is a special atmosphere. [16:30] Advice: Join Tradeshow Bootcamp. Do your research. Don't be intimidated. We're all in this together. Kristen & Pam from Reyn Paper Co. (3rd year at NSS)[17:00] Difference between types of buyers at NSS vs Atlanta Mart. Orders are typically bigger for Reyn at Atlanta (volume-wise). [19:00] Logistical difference between New York & Atlanta[19:30] Types of buyers they are seeing at National Stationery Show.[20:30] Different shows have different types of buyers. Find the best show for you and your products.[21:00] Find your right audience and get your products in front of them. [22:00] Looking at your return on investment. Tammy Lawrence from Banquet Workshop (6th year at NSS)[22:30] How NSS compares to NY Now from an exhibitor stand point.[23:30] Types of buyers that shop NY Now vs Stationery Show.[24:30] She's seeing more and more exhibitors branching out into gift products because that is what the buyers want.[26:00] Make half your line birthday cards.[26:30] Branching out into textiles, more cards, etc. [27:00] All buyers buy different product mixes for their stores. INSTAGRAM HANDLES -- Tell them you heard them on Proof to Product! Parrot Design Iron Curtain Press Lana's Shop Julie Ann Art Reyn Paper Co. Banquet Workshop JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/nss2017part1 I recently was in New York for the National Stationery Show where myself and approximately 70 of our Tradeshow Bootcamp alumni were exhibiting. And, I thought it would be fun to chat with a handful of exhibitors, everyone from first time exhibitors to seasoned pros. This episode is part one of a two part special edition series and it features interviews with Stephanie from Dahila Press, Katie from The Good Twin, Shino and Ken from Fugu Fugu Press, Michelle from Meeschmosh, Denise from Friendly Fire Paper and Chelsea from Sugar Paper. Enjoy! ON TODAY'S EPISODE: Stephanie Clarke from Dahlia Press (3rd year at NSS) [01:00] How the show has changed year over year for Stephanie. [02:00] Increased confidence that comes with exhibiting multiple years.[02:30] Being able to say no to things that aren't the right fit for her business.[03:00] Licensing, custom projects and other opportunities that evolved being at NSS in 2017.[03:30] Making time to connect with industry colleagues and peers[04:00] Unexpected issues with shipping to the show and how she handled it Katie Wilson from The Good Twin (2nd year at NSS)[04:30] Recap of relationships and opportunities she experienced being at the show.[05:00] Thoughts on NSS moving to a lower level at Javits (we like it!)[06:00] Building on relationships with retailers and meeting buyers from big box stores [06:00] Potential licensing projects with Penguin and Random House [06:30] Connecting with industry colleagues at the show[07:00] Industry specific shows vs shows with wider range of vendors[07:30] Standing out amongst others in the industry Shino & Ken Charlson from Fugu Fugu Press (10th year at NSS)[08:00] How the show has evolved over the last 10 years.[08:30] Reaffirming relationships with current accounts & growing the size of orders. [09:30] Benefits of using face time at the shows to get feedback on your products.[10:30] New accounts vs fostering relationships with current accounts. [11:00] Jitters before you write that first order at a show. [12:00] Trying new things with their line and feeling validated when people buy[12:30] Putting yourself and your work out into the world[13:00] Established companies still feel the jitters MIchelle LaRocca from Meeschmosh (3rd year at NSS)[13:30] Smooth sailing during set-up at the show[14:00] Other opportunities at the show: Licensing possibilities with Hallmark, Harpers[14:30] Benefits of being at a show Denise from Friendly Fire Paper (1st year at NSS)[15:00] First year at the show reached & exceeded her goals[15:30] Benefits of being at the show aside from sales [16:00] The unknowns of set-up went smoother than she expected[16:30] Rules change year to year; stay flexible and keep an open mind.[17:00] Meeting independent boutiques like Cursive and big box stores like Paper Source[18:00] Research, ask questions, don't be afraid to reach out. Chelsea Shukov from SugarPaper Los Angeles (6th year at NSS)[18:30] Learning as they went when they first started selling wholesale and exhibiting.[20:00] Get your pricing right, do your research and know what the market will bear[20:30] Converting their Target customers into luxury planner customers[21:00] Differentiating yourself & maintaining a clear identity in your business[21:00] As a buyer she wants to see authentic work[22:00] How the show has evolved: It's tiny but mighty. KEY TAKE-AWAYS: My confidence has grown in many ways - Stephanie Clarke, Dahlia Press "I like to think that even if I'm in a sea of stationers, my stuff will stand out and fill a need for my retailers." -Katie Wilson, The Good Twin We reaffirm relationships by being at the show. Our buyers are growing with us. And we value that. -Ken Charlson, Fugu Fugu Press "Stay flexible and keep an open mind." -Denise, Friendly Fire Paper "Shipping product that is not making you any money, is not doing you any favors. You're working for free." - Chelsea Shukov, Sugar Paper "Maintain a clear identity in your business" -Chelsea Shukov, Sugar Paper INSTAGRAM HANDLES -- Tell them you heard them on Proof to Product! Dahla Press The Good Twin Fugu Fugu Press Meeschmosh Friendly Fire Paper Sugar Paper JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back nex

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/006 Katie Wilson is the owner of The Good Twin, a stationery company known for its playful illustrations and hand-rendered type. Katie's story is a unique one in that The Good Twin is her second successful business in the stationery industry. On today's episode, Katie and I will talk about the pros and cons of being ahead of trends, the importance of slow sustainable growth and why we should never ever compare ourselves to other people's businesses. ON TODAY'S EPISODE: [01:00] Katie's story & how she started The Good Twin. [04:30] Reflecting on brands that came before her in the stationery industry.[06:30] Getting back to the night time hustle of designing.[09:30] Winning the Paper Camp scholarship.[11:00] Exhibiting at NSS was a big scary unknown, lots to learn.[13:30] Katie's inspiration when she's creating new products[16:30] Being on the front end of a trend, the pros and cons[21:30] Finding manufacturers for new product lines.[22:00] Determining how much product to order & how much money to invest.[26:00] Manufacturing overseas & the debate of whether to go overseas.[30:00] Keeping open lines of communication with your buyers[32:00] Working with big box stores & how that helps fund new products for her business.[34:30] Appreciate your peers in the business, rely on them for support & share information.[35:30] Having slow, sustainable growth is essential. Don't compare yourself to others.[34:30] Building a business takes time, don't rush it.[38:00] What's next for The Good Twin[40:00] Deciding What to Delegate Course [36:30] Focusing on the higher level, revenue generating projects and hiring for the rest. KEY TAKE-AWAYS: " Sales rep knowledge is so valuable. They are on the ground with people just really getting it done." - Katie Wilson "You think it's fun to be on the front end of a trend, and be the cool kid. It's not." - Katie Wilson "It is scary to lay out that cash, out way at the beginning for something that you're not sure if it's gonna sell." -Katie Hunt "If you can't make your margins work on a reasonably small amount, you probably shouldn't be making the products." -Katie Wilson "If you shine, I shine." - Katie Wilson "Having slow, sustainable growth is so essential." - Katie Wilson LINKS: Dude & ChickCrow & CanaryGreenwich Letterpress Paper CampPinnacleDeFrance PrintingMama's SauceBelle & Union Co. TSBC Deciding What to Delegate Course - Free! MEET KATIE WILSON: Katie Wilson is the owner of The Good Twin, a stationery company known for playful illustrations and hand rendered type. With the help of her right hand pug, Peggy Day, Katie (who is really a twin, and a good one at that) has grown her Los Angeles based brand into a full line of greeting cards, office supplies, and enamel pins. She has over ten years of experience in the paper goods world, working as an illustrator, shopgirl, and co-founder before striking out on her own in 2014. After attending Paper Camp in September 2015, The Good Twin debuted at the National Stationery show in 2016. Website: http://www.thegoodtwin.co/ Facebook: @thegoodtwinco Instagram: @thegoodtwinco Twitter: @thegoodtwinco JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/005 Sara McNally is the owner of Constellation & Co., a letterpress studio and retail shop based in Seattle. She attended Paper Camp in 2013 prior to jumping into wholesale and doing her first trade show. On today's episode Sara talks about juggling a manufacturing business and retail shop, utilizing interns and falling in love with letterpress. ON TODAY'S EPISODE: [01:00] From design school to Constellation & Co. [04:30] Falling in love with letterpress and following a dream.[06:30] Jumping into wholesale, moving away from custom work.[09:30] Product development & adding new product categories.[12:30] How running a retail shop has changed the way she manufactures products[16:00] Starting the Constellation & Co retail shop[20:00] Managing a manufacturing business & retail shop in tandem[22:00] Roles & responsibilities of the Constellation & Co staff.[23:30] Hiring for family help helps the business too.[27:00] Utilizing interns[29:30] Using the interview & application to hone in on the right candidates[35:00] Don't get in over your head with inventory.[36:30] Focusing on the higher level, revenue generating projects and hiring for the rest. KEY TAKE-AWAYS: "I'm too passionate and I'm too driven to allow someone else to burn me out at 23" - Sara McNally "I just feel really grateful, that there were buyers that invested in me, when I had no idea what I was doing." - Sara McNally "Like everything else that I've done in my business, my shop has been a learning experience and a little bit of kismet." - Sara McNally I'm a big fan of delegating, whether it's for your personal life, or your business life or culmination of the two. - Katie Hunt We always need to be professional, because this is a business but also realize that life happens. - Katie Hunt You can't teach passion, you can't teach business acumen but you can teach technical skills. - Katie Hunt "Don't get yourself in over your head with that overhead" - Sara McNally LINKS: Paper Camp TSBC Deciding What to Delegate Course - Free! Sugar Paper Los Angeles Tina Fey's Bossypants MEET SARA: Sara McNally is the owner of Constellation & Co., a letterpress stationery company and retail shop in Seattle. She is a writer, designer, and letterpress printer (as well as wife, mom, podcast enthusiast and Seattle Sounders FC soccer fan). Sara is inspired by real life relationships and the words that help us express love and support to the people in our life. Website: constellationco Facebook: @constellationco Instagram: @constellationco Pinterest: @constellationco Twitter: @constellationco JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/004 Kristen Ley is the sole owner and founder of Thimblepress, a lifestyle brand that focuses on creating products and experiences that make you smile and want to celebrate life's moments, big and small. Kristen created Thimblepress out of her garage in 2012 and the company has seen tremendous growth since then. She now has a team of 15 full-time and part time employees and the company occupies 7000 square feet that includes 2 brick and mortar retail locations. Kristen's products are now sold in over 1500 retail stores internationally and she continuing to work with brands to create unique collaboration and partnership opportunities! Kristen attended Tradeshow Bootcamp in 2013, prior to launching to the wholesale market. On today's episode we're talking about hiring from within, fostering a team environment, things to consider when entering professional partnerships and how she fell into business backwards. ON TODAY'S EPISODE: [01:00] Thimblepress' story[02:00] Two ways to start a business: Intentionally or falling in backwards.[03:00] Naming Thimblpress[05:30] Making the jump to wholesale & googling what wholesale means.[08:00] HIring and growing the Thimblpress team & promoting from within.[12:30] Using partnerships & collaborations to diversify revenue streams[13:00] Setting clear expectations in partnerships with contracts.[15:30] Collaborating with Hallmark[17:00] Negotiating & protecting yourself when big brands want to work with you.[18:30] Transitions, shifting in business & what she credits her success to.[23:00] Kristen's advice on product development and how she gathers new ideas.[26:00] Thimblepress' social media tips, planning tools & how far out they schedule their posts.[33:30] Creating sub-brands to reach different markets[39:00] Taking a break from trade shows this year. KEY TAKE-AWAYS: "I think there's two ways you start a company. You literally fall into it from a hobby or you start with a purpose of wanting to start a company." - Kristen Ley "Sometimes our line is very eclectic and just all over the place. Honestly, that's my personality. I used to get really down and out about it. I was like, "Man, I wish I had a more cohesive look to all my products, like Megan Bellannion." I feel like she has a great cohesive look. I sat there one day and I thought, "You know what though? This is totally my personality." I'm wacky, and crazy, and weird. I love lots of color. I love drawing. I love painting. I love trying new things. Truly, this line is my personality come to life. Because I never wanted to ask for help, but I've learned how to now." - Kristen Ley "We're very picky with all of our products and make sure they're the highest of quality standards." - Kristen Ley "I never want to stop learning and stop trying to make Thimblepress better. Because I think when you stop, you become complacent." - Kristen Ley Running a business can get very uncomfortable at times because you are making tough decisions that play into the longevity of the business, the sustainability of the business. If you're not feeling a little uncomfortable in whatever you're doing, then you're doing something wrong. - Katie Hunt "Your products need to solve a problem for your customer" -Katie Hunt "Social media is intended to be social. It is a place to have conversations" -Katie Hunt "You don't need to do trade shows to have a successful wholesale line." - Katie Hunt "I've always done things how I wanted to do it. March to the beat of my own drum and not let the industry decide for me." -Kristen Ley LINKS: Paper Camp Thimblpress ShopThimblepress for Target (the secret March release she alluded to!) Grum.co MEET KRISTEN LEY: Kristen Ley is the sole owner and founder of Thimblepress®, a lifestyle brand that focuses on creating products and experiences that make you smile and want to celebrate life's moments, big and small. I created the company out of my garage in 2012 and since then have been going strong, growing my team, and continuing to develop products that I truly love. I create all the art for every single one of our products. Thimblepress now has a team of 15 full-time and part time team members, occupies 7000 square feet, has 2 brick and mortar retail locations, is sold in over 1500 retail stores and is continuing to work with other brands to create unique collaboration opportunities! Website: thimblepress.com Facebook: @thimblepress Instagram: @thimblepress Pinterest: @thimblepress Twitter: @thimblepress JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based busin

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/003 Lindsay Henry, the founder and creative director of Inklings Paperie opened up shop in 2011 via Etsy and launched the wholesale market in 2015. Her paper products and party goods can now be found in more than 200 retail shops, including Target, Paper Source, and Anthropologie. On this episode we'll talk about creating excellent client experience, slow but thoughtful growth, and why both of us need to make more time for self-care. ON TODAY'S EPISODE: [01:30] Inklings Paperie story moving from custom work to wholesale[06:40] Utilizing customer feedback when creating new products for retail[08:00] Benefits of spending time with wholesale customers[09:00] Working with big box stores[10:45] Hiring help to package orders & scale her business [12:40] Finding staff in unexpected places[14:00] Why Lindsay waited a year from attending her first show to exhibiting for the first time [15:20] LIndsay's definition of success [16:40] Setting boundaries while having a home-based business[17:30] Prioritizing self-care and realizing it is a work in progress.[19:20] Two pieces of advice Lindsay would tell herself if she was just starting out again [20:00] Focusing on customer experience resulted in over 8,000 five-star reviews on Etsy.[21:40] Nurturing wholesale customers [22:35] What's next for Lindsay and Inklings Paperie KEY TAKE-AWAYS: "Having a great product is just the beginning. Making your customer experience exceptional will set you and your business apart." - Lindsay Henry "Gauge the market and see where you fit in" - Katie Hunt "Build a brand that people can believe in and stand behind." - Lindsay Henry "We look at every order not just as a transaction but as someone who is inviting us to be a part of their life events." - Lindsay Henry "Keep the big picture in mind." - LIndsay Henry LINKS: The National Stationery Show The Louie Awards Love Marks by Kevin Roberts *some links may be affiliate links MEET LINDSAY HENRY: Lindsay Henry is the Founder and Creative Director at Inklings Paperie, a stationery and lifestyle brand based in Canton, Michigan. Lindsay worked as a freelance designer and brand strategist for non-profit organizations and global brands until she launched Inklings in 2011, opening up a little shop on Etsy. In 2016, Inklings made its NSS debut and was recognized by the Greeting Card Association with a Louie Award and the 2016 Consumers' Choice Award. Inklings products are now carried by nearly 200 retailers internationally including Target, Paper Source and Anthropologie. Website: inklingspaperie.com Facebook: @inklingspaperie Instagram: @inklingspaperie Twitter: @inklingspaperie JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our Paper Camp conference this September in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by me, Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/002 Sam Kramer, the head boss lady at Near Modern Disaster got her start in business in 2009 and amped things up in 2014 when she began selling wholesale, did her first trade show and she expanded her product line into greeting cards, mugs, notepads and enamel pins. On today's episode, Sam talks about her process for developing new products, the importance of releasing new products regularly and how working with sales reps has helped her scale her business. Sam attended Tradeshow Bootcamp's Paper Camp in 2013 prior to launching her wholesale program. ON TODAY'S EPISODE: [01:30] Near Modern Disaster's story[03:00] Treating your business like a business[05:00] Realizing help was out there. She didn't have to grow this business alone.[07:00] Inspiration, design process & product development.[13:00] Expanding into new product categories.[16:30] Working with sales reps & building a partnership.[22:00] Getting on a regular release schedule.[24:30] Moving her business to a different state & how she prepped.[28:00] Near Modern Disaster in Buzzfeed.[31:30] What's next for Near Modern Disaster KEY TAKE-AWAYS: "I realized there were resources to help me. I didn't have to try and create this business by myself without help." - Sam Kramer On product development: "you need to look at the numbers and make sure the margins are here." -Katie Hunt "I've been scared to hire because that requires trusting others and delegating" - Sam Kramer "You need to have your house in order before you start reaching out to reps." - Katie Hunt "You need to keep things fresh for the buyers" - Sam Kramer LINKS: Paper Camp Near Modern Disaster Papillion Press Fig. 2 Design Buzzfeed MEET SAM KRAMER: Near Modern Disaster is a one-lady operation fronted by Sam Kramer. Sam has been working under the name since 1999 - and Near Modern Disaster has gone through many incarnations over the years. (It was a killer Geocities page back in the day.) Its current (and most memorable) form as a line of greeting cards has been around since January of 2009 when Sam posted her first Valentine's Day cards on Etsy. She initially touted the line as "cards for people you want to make out with" a sentiment that still stands. Though 2009 was the initial start for the stationery line, it was more of a hobby than a business until 2014 - the year Near Modern Disaster debuted at the National Stationery Show in NYC. AKA the year shit got real. Since 2014, Near Modern Disaster has grown from a line of greeting cards to a small gift line - adding different items over the years like notepads, coffee mugs, and enamel pins. You can now find Near Modern Disaster products in about 250 stores nationwide - and a dozen or so stores across Canada. Website: nearmoderndisaster.com Facebook: @moderndisaster Instagram: @moderndisaster Twitter: @moderndisaster JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our Paper Camp conference this September in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by me, Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

For full show notes and access to additional resources for this episode, visit: prooftoproduct.com/001 Jen Pham-Corbett and Lisa Towns, the founders of Farewell Paperie attended Tradeshow Bootcamp's very first Paper Camp conference in 2012, when it was just a handful of us sitting around on the living room floor of a bed and breakfast, and since then, they've had a ton of growth in their business. They've exhibited shows, expanded their product line. They've hired a team, and they've worked with sales reps. They've also been TSBC speakers for the last few years. These ladies are super smart business women and fantastic mentors to others in the creative field. ON TODAY'S EPISODE: [01:30] Farewell Paperie's story[05:00] Moving from custom work to off the shelf products[06:30] Launching to wholesale & reaching out to retailers[10:30] Exhibiting at their first trade show, SF Gift[11:30] Taking risks in business. When to jump and when to get to work[13:30] Product development strategies and deciding which ideas to move forward. Missteps made in the process.[19:30] Expanding beyond paper products into party ware.[23:30] Organic growth and creating a cohesive line.[24:30] Tips for managing a team & how Jen & Lisa knew it was time to hire.[31:00] Employee manuals & team systems.[35:30] Benefits of having a business partner, leveraging each other's strengths & splitting responsibilities.[47:00] Exit strategies, legalities & business formation[50:00] Diversifying revenue streams KEY TAKE-AWAYS: "Jump in feet first, not head first." - Lisa Towns On product development consider "is this the right price point that we can sell this, do we have the margins that we need, how much inventory can we handle" - Lisa Towns "There's so much hesitation and fear of failure, that people hold themselves back." - Jen Pham-Corbett "When you delegate parts of your business, it opens up things that can provide a much bigger return for the business." - Jen Pham-Corbett "At the end of the day, each of our products passes through three or four sets of hands and we have to pay every single one of those sets of hands to do that, so we have to factor that into the costs. Looking at it that way has changed the way we develop our product completely." - Jen Pham-Corbett "Sometimes there's stuff that we love to do and we totally want to do it but we just can't do it because we can't make the margins on it." - Jen Pham-Corbett "We probably should have hired a long time before we did, but we resisted because we thought about how we can afford to bring someone on? - Jen Pham-Corbett On business partnerships: "You have to want the same goals and you have to want the same things for your brand." - Jen Pham-Corbett LINKS: Paper Camp National Stationery Show Farewell Paperie's retail shop Asana for proect management Google Sites for operations manuals MEET JEN & LISA: Farewell Paperie is a letterpress and design studio in sunny Seattle, Washington. Since 2009, Lisa G. Towns and Jen Pham-Corbett have been serving up letterpress paper and entertainment goods with their signature smart snark style a little sassy and a lot of truth. Every design is meant to be a souvenir from life's little inside jokes. On our fleet of antique printing presses, including a 1905 Chandler & Price named Bill, and two Heidelberg Windmills named Helga and Blanche, the Farewell Paperie team puts handmade love into pops of colorful typography and friendly messaging that feels like you're saying it in person. The Farewell Paperie line is carried in over 700 retailers internationally, including Paper Source, Papyrus, Urban Outfitters, American Eagle, Powell's Books and more. Website: www.farewellpaperie.com Facebook: farewellpaperie Instagram: @farewellpaperie Pinterest: farewellpaperie Twitter: @farewellpaperie JOIN THE TSBC FAMILY: Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our Paper Camp conference this September in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp ABOUT PROOF TO PRODUCT: Proof to Product is brought to you by Tradeshow Bootcamp and hosted by me, Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

Proof to Product is a Podcast taking you behind the scenes of product-based businesses that have built their brand from small online shops to selling through huge retailers and international boutiques like Target and Paper Source. Each week, business owners and industry experts share their struggles and successes as they've made difficult but critical transitions to grow their companies. You'll gather inspiration, discover new resources, and learn new ways of scaling your business. Proof to Product is brought to you by Tradeshow Bootcamp and hosted by founder, Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses by helping them up-level, scale and build profitable, sustainable companies. Find show notes and additional resources at prooftoproduct.com