I'm Angie Allen, Reno (NV) girl, stationer and mom to Jack and Kate. This blog is a peek inside my studio. From my love of paper and design to kids coloring on the studio floor, share the triumphs, frustrations and inspirations of a family-run stationery studio. I hope to inspire you to follow your own passion through art, photography and family joy... (more)
Perspective: Moving forward while seeing what's behind me. A novel concept.
If you missed the first chapter of this post, Writing a Business Plan: Part 1 How on Earth Did I Get Here?, you can read it here. This week I will talk more about writing my business plan and my hopes and dreams for the future.
Part 2: How on Earth Do I Get There?
OK, enough reminiscing, it’s time to get down to business. I’ll be honest, many details of a business plan are easier to avoid, ignore, skip or set aside for a later date (possibly never). Thankfully, I forced myself to address the details. Three years late is better than maybe tomorrow, right?
I began with the easy stuff. Who I am, what I do, my products and services… but wait, it turns out those details are not as easy and obvious as I’d expected. Last week I mentioned I took on a lot of work in 2008 and 2009 that helped me build the world’s most schizophrenic portfolio. Recognizing this lapse in judgement, I began creating an uber-detailed outline for a cohesive and structured stationery line. It will reflect who I am as an artist, be easy to build upon and marketable to a larger demographic. In addition to addressing products and services, I’ve sized up my competition, analyzed the stationery industry, researched my target market, examined my operating costs and created a marketing plan.
Phew. Just thinking about it makes me want a nap.
I’ve honestly evaluated what I’ve done wrong (a lot) and what I’ve done right (more than I thought). I’ve learned what is truly important for the future. The last step I addressed was “Business Growth”. This is the part where I analyze my dreams for the future. What’s realistic. What’s not. And, the all important, how on earth do I get there? I won’t bore you with details, but I hope to grow steadily in the next two years. I plan to begin wholesaling my boxed note cards and holiday greetings, continue creating customized event stationery, streamline my paper color and size options, promote my website and grow my blog readership.
Somedays I wish I’d tackled this three years ago, but I wasn’t ready. I needed to get stuck in the mud to appreciate the value of a business plan, approach the task with some perspective and not expect to accomplish unrealistic goals. Yes, I’d love to have a tiny storefront with cozy chairs, coffee, tasty treats and a small print shop in the back (where the magic would happen). Passers by could purchase my stationery and local art, clients would stop in for design consultations, and my family would run the show. Someday. Or maybe not. For now I will continue to build my biz with my personal flair and the love and support of each of you.
As many of you know, I am taking a business e-course from Bakery called The BAKERY’s Half-Dozen. It covers a copious amount of material. For me, the most important piece has been writing a business plan. I believe giving my business some much needed direction is going to be my key to success. I’m going to break this post into two parts. This week’s post will give you a little history of my biz. Next week I will talk more about writing my business plan and my hopes and dreams for the future.
Part 1: How on Earth Did I Get Here?
I never really thought about it. It all happened in such an organic fashion. I’ve had a creative side all my life. As a child I won loads of art contests (always the ones my childhood friend Jared, a now prominent NYC web designer, didn’t participate in). I loved art, spending hours drawing on my bedroom floor while blaring Cyndi Lauper and The Violent Femmes through my giant silver stereo. As I grew up and gained responsibilities, I let go of my artistic side and focused on my compassionate/scientific side. I became an oncology RN.
I dove into the nursing profession and gave it all I had. I loved what I did and was proud to make a difference every day. Years passed, I married and started a cute little family. As my family grew, I reached a point where I was having a hard time leaving the stress and heartbreak of cancer nursing “at the office”. Compounded by the fact that my own family was inundated with cancer, I needed a creative outlet.
I began creating paper goods. It all started with an embarrassingly bad wedding announcement after Pete and I eloped. Remember the late 90’s photo card + vellum overlay + ribbon rage? Well that was my very first card. I look back at it and I’m horrified by how dated it is. I followed that with birth announcements for my kids and invitations for friends. I enjoyed working with my hands and seeing my vision become a reality. I was never a scrapbooker, instead I found great joy in learning Adobe Illustrator. I began incorporating the hand drawn illustrations created by myself, my mom and my sister into my digital files. Slowly I began to develop my own style.
Shortly after we welcomed Kate into our family, I changed gears. Together with my husband, I decided it was time to give the stationery biz a go. It started out slowly working for friends of friends who had seen my cards on family refrigerators and mantles. Most of my work was done during the holiday season, creating photo greetings for the winter holidays. When strangers started calling, I had a glimpse of hope that this could be something I could actually pull off. My momentum kept gathering, but I never stopped to plan where I was going. It never occurred to me that I had the power to direct that momentum. I had fleeting thoughts of business plans, but the non business minded, touchy feel-y nurse in me chose to look the other way.
With my existing client relationships growing stronger and my discovery of Etsy, 2008 was a booming year. I thought I was set. Instead, I let myself get pulled in 100 different directions. I didn’t know how to say no. I took any business that came my way, even if it was not something that fit my design style or goals. While I earned income from these jobs, I know they were ultimately a detriment to my progress and growth as a business. The time I spent on orders and designs that were outside my comfort zone was significant. After the fact, when I did a breakdown of time versus income, I was shocked to learn I was working for pennies on those orders because the time and energy required where over the top. Plus all the time spent “off my path’ was time I should have spent designing a cohesive stationery line. I look back and all I can say is, “Duh.” Thankfully that Duh moment has been a lightbulb moment for me. I realized I am responsible for my happiness, success and the path of my business. And it is high time I get to it!
A big thank you to everyone who participated in my survey about Classroom Valentines. The information I gathered was very helpful. I was shocked (and impressed) to learn that 50% of you make your own Valentine’s for your children’s classroom parties.
I enjoyed all the wonderful suggestions and insights you shared. My personal favorite was a suggestion for a future Valentine design featuring a platypus. Genius and definitely on my list for upcoming designs. Other insights included: gender neutral designs, folding card + seal, and quantities of 24. There was a strong response for downloadable Valentines. I have never offered printable designs, but I will certainly consider it for next year.
Many of you entered the drawing to win a set of Butterfly Thank You Notes. Our winner was Candy (how appropriate is that). Her name was randomly selected via our highly technical hat pull system. The survey is now closed, but if you have further suggestions for future Valentines I would love to hear your thoughts!
This morning, I sent Jack off to school with a backpack filled with Valentine’s to exchange with his classmates. It’s a yearly ritual my kids covet as much as Halloween costumes or decorating the Christmas tree. This year I asked them to help design their classroom Valentines. Jack wanted a space shuttle. Kate butterflies. They even wrote their own text. Beaming with pride over the final product, they never once complained about addressing and signing 32 Valentines (yes, that’s a Valentine’s Day miracle!).
I am considering offering Classroom Valentines for purchase on my website and in my Etsy Shop next year. I’ve created a quick survey to learn what you, my trusted readers, are looking for when you buy Valentines. Please take a moment to fill out my survey and one lucky reader will win a set of my brand new Butterfly Thank You Notes. The winner will be picked randomly on Monday. Yes, I’m bribing you to participate because I genuinely value your opinion!
If you would like to enter to win the note cards, please leave your name and email in the demographic information. If you prefer to remain anonymous just leave question eight blank.
Thank you! I look forward to reading your answers. Have a fantastic Valentine’s Day or as Kate, age 4, says, “Valentines Day: The celebration of candy!”
My latest custom design is one of the most important of my career. It’s a wedding invitation suite for my sister, Melanie, and her true love, Adam. I can’t share photos because everything is top secret until the invitations arrive in the mailboxes of their guests. Instead, I thought I’d share the inspirations behind the design.
When creating an original, custom invitation, my first priority is to reflect the personality and emotion of my client(s). Here’s a little background: My sister is a science teacher with a master’s degree in raptor biology. She’s also a fun loving bookworm and a talented illustrator. Many of her hand drawn “doodles” are featured in my stationery designs. Her fiance is an ornithologist who makes her glow. When she talks about him she boasts about his compassion, intelligence and bold laugh. He is a fantastic cook and an even better birder.
The inspirations they chose include birds, books, buttons, domestic fun and the colors green, purple and yellow. I asked her to create some artwork to convey the voice of her wedding celebration. She forwarded me several drawings that ranged from caricature to silhouette. One piece immediately popped off the screen. It was The One.
With a perfect piece of artwork and an array of inspirational details, I was able to get to work. I assembled two wedding sets using different paper and envelope choices and subtle variations in the details. They’ve been packaged and posted. Now I wait for feedback. I look forward to hearing their thoughts and suggestions. I’m happy to report we are well on our way to creating an invitation that will be a perfect reflection of their life together.
My style is like New Year confetti. Scattered. In an effort to give my blog voice, direction and structure, I’ve “crafted” a mission statement to keep me on task. I’ve added it to my About page, but wanted to share it with you here as well. Here it is:
{The Blog} A peek inside the studio. From my love of paper and design to kids coloring on the studio floor, share the triumphs, frustrations and inspirations of a family run stationery studio. I hope to inspire you to follow your own passion through art, photography and family joy.
I have always struggled with the direction of this blog because I find it impossible to separate my business from my family. I always worried it would appear unprofessional and less appealing to prospective clients. The reality is my family is a key component of my business. Their undying support is what has inspired me to pursue my dream. Everyone participates, whether it’s my mom or sister contributing their artistic talents or my son running into the Post Office to drop orders. It’s a family affair.
Over the next 52 weeks I plan to work on the building blocks of a rewarding and transparent blog about my life, my business and my passion. I can’t wait.
Get ready to unwrap the joys of the season! I’m heading to the attic to find our December 1 box. It’s filled with music, books and the treasured advent calendar. If I don’t do it before 3 p.m. I will have a mutiny on my hands.
Holy decomposing Jack-o-Lantern! Where did October go?
I’ve been busy powering through the pre holiday rush. When I looked up it was November 3rd. Huh? Thankfully, my October goals kept me on track in the midst of fall chaos. All in all I’m pleased with my October accomplishments.
{October Goals}
1. Design: 2 new holiday photo cards; 2 new holiday boxed card 2. Prep: Prep for Nov 12 Beers & Bows Shopping Faire 3. Complete: Adding holiday line to Etsy (almost done!) 4. Market: Purchase one more ad spot and contact 2 bloggers about features
5. Continue: Re-taking photographs for Etsy listings (goal of 10)
November is always a whirlwind, but I’m looking forward to the challenge.
{November Goals}
1. Design: My own holiday greeting
2. Prep: Prep for Nov 12 Beers & Bows Shopping Faire
3. Complete: November News Letter
4. Market: Contact 2 bloggers about features
5. Continue: Blogging… Ha ha ha ha! Really need to work on this.
The monthly goal meetup is the brain child of Jena Coray. Be sure to visit her at Modish.
We all love reading blogs. Design blogs, stationery blogs, family blogs. You name it. The upside? Unlimited sources of inspiration. The downside? Keeping up with your favorite blogs often eats up valuable studio time. A great way “feed” your need to read and save time is to subscribe to the RSS feeds of your favorite bloggers.
Below is a video that offers a concise explanation of the modern marvel that is the RSS Feed:
…and I’m madly working to get our 2009 designs posted. Because I have a wonderful new website, the process is a bit slower this year. Bear with me and I’ll keep you posted my progress.
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Stage one: Inspiration
…and I’m madly working to get our 2009 designs posted. Because I have a wonderful new website, the process is a bit slower this year. Bear with me and I’ll keep you posted my progress.