SolveYourProblem
Article Series:
How To Start
A Craft Business
Choose
Which Crafts Will Sell:
Know Your Audience
by SolveYourProblem.com
It’s happened to many a self-employed entrepreneur
– even to big corporations. You come up with a fantastic new
product idea. You mass-produce it, certain that demand will
be high and that it will simply fly off the shelves. But
when it comes time to sell it, no one is buying. Businesses have
been lost over mistakes like this. How could they have got
it so wrong?
It is a situation that can happen to anyone, and as a crafter
who has decided to sell your products, you face the same challenges
as any other business. The success of your hand made craft
business really depends on knowing your audience and reaching
them with your products.
Here are five things to keep in mind when deciding what crafts
you are going to produce.
1. Research Current Trends
The craft industry, like other industries, has its current
fads and trends. When thinking about the long term, you don’t
want to develop a product that fits into a specific trend or
faze, because odds are that product will not be popular for
the long haul. That being said, you do still want to know what
people are buying. You want to keep on top of new techniques
and products being used in your crafting field. You want to
have the flexibility to create some products that fit with
what people are buying, without just giving in to a current
craze.
2. Research Your Target Audience
Right from the start, you might have a clear idea of who will
buy your product. If you don’t, you need to try and figure
out who your craft will appeal to. What gender and age are
your main buyers? What kinds of crafts do they buy now? What
price range do those purchases fall in to? Once you know your
audience, you need to decide where they buy their crafts. You
need to know what areas they live in and what shows or stores
they buy crafts at. It is no good having a clear picture of
your ideal buyer and then selling your crafts places that he
or she does not go to. You need to figure out the best way
(and the best place) to reach your target buyers.
3. Find Your Niche
Having a really unique product will set you apart from other
crafters in your area. Often people who buy crafts are looking
for something new and different for their homes or for gifts
for family and friends. They buy crafts because they want to
find something really unique and know that it is one of a kind.
This is what your customers want so be sure to give it to them.
Don’t copy crafts and techniques that ten other crafters in
your area are using. You need to work on developing a reputation
for unique and one of a kind products.
4. Seasonal Suitability
Work in the craft industry is often seasonal. November and
December are often really busy months, when customers are trying
to find gifts for the holidays. Be prepared for this and try
to manage your time so you have enough products to meet demand.
It is also good to have a seasonal product that will appeal
to your customers. For example, many people are looking for
interesting little knick knacks that can send in place of the
standard holiday greeting card. Designing little ornaments
that capture the spirit of the season will really pay off.
Similarly, it would be silly to have a lot of holiday ornaments
for sale at a show in April when holiday gift giving is the
last thing on your customers’ minds. Try for a diverse range
of products that are not always season specific in you are
showing your work at craft shows year round.
5. Price, Price, Price!
Nothing will kill your hand made craft business quicker than
overpriced products. Customers are often willing to pay more
for something that is hand made, but there is a limit. When
pricing your product, you must be realistic. For example, a
product that is priced below $20 will probably sell better
than something that is priced at $22. Why? It may seem very
little to you, but in your customer’s mind that $2 difference
crosses some kind of line. While it is understandable to want
to be paid decently for your work, you won’t make any money
at all if your price point is too high for your customers’
tastes.
# # # # # SolveYourProblem.com : 2007
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