Tag Archives: profit

Acknowledging the worth of your creative output

In planning a business I find that it is useful to focus on that word ‘business’.   I also find that it is really hard to bring that focus when the business involves handmade products. When we make something ourselves we naturally pour a piece of our soul into the end result.  I can associate different products that I have made with different times in my life – music I was listening to, TV I was watching, emotions that were being experienced – and bringing a business lens to those products feels like I have to turn off the connection I have to the piece I have made.  When I think of business I tend to think of words like ‘practical’ and ‘hard’ and ‘serious’, which aren’t the lovely creative feelings that I have when I am designing a colour combination for a crochet project, or thinking about the design aspects of a piece of jewellery.  How to bring those two concepts together is the struggle that many artists experience.   I don’t have all the answers to this, but wanted to share some of my thoughts in the hope that they may be of use to other creative business people.

The first part of finding the connection between your creative side and your business side is to work out whether in fact you want a business.   I see so many discussions online that start with the line “I am starting a business sewing children’s clothes.  I don’t want to make money from it but I want to know about insurance and other requirements”.   The concept of running a business and not making money means that straight away the maker is having a conflict – if you don’t want to make money then it isn’t a business.   You might wonder why someone wants to make products but not make money.   Personally I don’t think that these people truly don’t want to make money from their products – I think that they don’t feel worthy.   They don’t believe that their products are as good as someone else’s and therefore feel bad charging money for what they make.  They think that because their goods are handmade, they are somehow inferior to what is sold in shops, or that people won’t want to pay for goods that aren’t sold in shops.   I think that there are a small number of artists/designers/creatives who truly don’t want money – they want appreciation and love, but they are rare, and appreciation and love does not pay the bills.

If you want to make goods and sell them to cover your costs because you get joy from making, then you aren’t really in business either – you are just selling your products to pay for your hobby.   Which is awesome!  Nothing better than selling a painting and knowing that the new set of watercolours that you have had your eye on is now within reach!  But you aren’t in business.

You know that you are in business when you make products with the purpose of selling them for profit.   Profit does not mean that you make a bag using materials that cost $5 and you sell it for $8.   Profit means that you take into account your time and expertise, all the costs involved in making products including electricity, insurance, time for research, time spent marketing, and then add on profit on top.   Profit is what allows you to earn a living from making, rather than just covering your costs.

Having worked out that you are actually in business, and that you want to make a profit, it is time to hit any feelings of unworthiness on the head.  Any time you have the thought that ‘but I can’t charge that much, it is just handmade’ you need to smack that thought out of the stratosphere, because whether something is handmade or mass produced in a factory doesn’t determine whether an item is worthy of being purchased.  If you make an item that someone else wants to buy then you are entitled to charge for your time and skills.   People buy products that they need or that appeal to them. Some people don’t understand that pricing for handmade items and will say it is too expensive – they are not your customers.   They might become your customers with a bit of education, but on the whole they are not the market you need to target.

To bridge that gap between your connection with your products and treating them like a business you need to build a bit of faith in yourself.   Once you have confidence that your products are made to a standard that you approve of, then you have to accept that they are worthy of being sold, and that selling them properly, for the right price, is just acknowledging or respect the intrinsic value in what you have made.

There are many well written articles about how to price your goods, value your talent, and promote your wares. Read them, and learn from them.   In my own experience, charging the higher price does not mean that items don’t sell.  However helping a customer feel good about spending that much money on your product by creating the story that goes with it can encourage the purchase, and help them to find the connection to the piece that you have yourself.   This is how we take the creative connection and successfully combine it with a business approach.   I recently sold a handmade tea cosy to a customer who saw a picture of it on my Facebook page and wanted to buy it, without knowing the price.   I gave her the price and then told her the story about how the wool that it is made from is grown on farms in the Southern Highlands of New South Wales, not too far from where I live, and then processed in Victoria, making it authentically Australian wool.  I explained that I had made the cosy myself, using my own design and I was particularly taken with this design and colour combination myself.   She happily purchased it, because the tea cosy was now more than a photo on a screen, but had a story about it, that included where it came from, and the love that was put into making it.   The connection between business and creativity was successful!

Creating the story about your product is what makes it different from every other product out there.   It shows that your product has qualities that other products don’t have, whether it is in your choice of materials, or the patterns you use, and that your product is made with personal care and attention, and that these are qualities that are valuable.   It is part of your marketing campaign, but also part of your process of acknowledging the worth of your creative output.

 

Being business like

A few weeks ago a recent acquaintance asked me if my ‘making ‘ was a business or a hobby. I have been pondering this ever since. A couple of years ago the answer was straightforward- business. I had a plan, I made enough profit that I had to pay tax and there was regular money making activity going on.

Then I had a break for over a year. Little income, no regular activity and no plan. Until 3 months ago when something clicked and I started making again. At first it was just making for making’s sake but it has grown again and while I don’t yet have a fully laid out business plan I do have some vague mental ideas about where I am going! Some of it is instinctual from my earlier time in business and some of it is aspirational because I continue to daydream that my life will magically change to create space for me to have time to be successful. A lot of it is held back by my pessimism/reality checks that my plans are so often undone by family life and my resultant mental health. So I ask myself, like a mantra, ‘hobby or business , hobby or business?’

Where does the line cross from one to another? For me I think it comes with making decisions about ‘making’ in a profitable, repeatable way. My crazy crocheted tea cosies where I create a whole new pattern for each piece? Hobby. I don’t recover the cost of time spent in making each piece if I apply a business model. But do I love making them? Yes!!!! Reusable tea bags? Business. Now that testing has finished I have a repeatable process for making, marketing and selling them.

All the things in between? Some land on the side of hobby, some cross the line to business. What to do with all of that? At this stage my approach is that it is all business. The unique, one of a kind, time intensive creations are attention getters that have a marketing function. The repeatable patterns that can be made in batches cover the costs of making the one off pieces. It all works together to fund materials, marketing and growth.

I also think that for me, thinking of what I am doing as a business helps to add a piece of self esteem back into a life where I previously self-identified as successful through my career achievements – a business is something that is about me, something that other people admire, something I can succeed at. (Because let’s face it, any judgement on my success as a parent and carer won’t really be known until they are grown and leading happy healthy lives!!)

The next hurdle is a mental one. I have products that are ready to wholesale so I can, in theory, start marketing them to retailers to stock. Gulp. But I haven’t. It remains on my ‘to do’ list. Why? Because the last few years have been so much like a roller coaster ride I have an ingrained fear that I won’t be able to keep any commitments that I make. Which begs the next question – why am I worried about letting others down? Do they really have high expectations of me or am I just setting my own bar too high and then self sabotaging so that I don’t reach it? Hmmmm…. self-analysis via writing this post indicates that I am, as usual, my own worst enemy!!

To shift myself fully into that business mindset it is probably time to write the plan down, instead of having vague aspirational thoughts and wandering around making stuff. Time to be a grown up, do the analysis and make a clear decision on business vs hobby. Wish me luck!

(In the background I have been playing with fabric combinations to make fabric insulated tea cosies- getting back to my happy place combining colours and patterns!! I have also been perfecting the cactus teacosy pattern!)

If you also ponder the line between hobby and business I would love to hear your thoughts !