Expert: Shasta McLaughlin - 9/26/2010

Question
I would like to start a business selling my hand-painted silk pillows, scarves, ties
and evening bags.  My first question is whether I should concentrate on one
product category (for example, throw pillows) or have a variety of product
categories?  

Answer
Dear Amy,

The key to a successful handcrafted business is to choose a significant group of people and solve a problem for them.  Still you want to narrow down the people you choose to serve to a well defined group that will be easy to target and market to.  By narrowing down exactly who you will serve saves you time and money on marketing as no small business can afford to advertise everything to everyone.  In this way you begin to know what to offer and who to offer it to.

To know if you should have one product category or a variety you need to consider if the customer you are targeting will need, want and buy all the products you are planning on offering.  For instance maybe you chose to serve home owners looking to decorate their homes.  You would choose to offer throws, blankets, curtains, throw pillows, slip covers, table runners, place mats, etc.

If you chose someone needing clothing and accessories you would want to provide scarves, handbags, ties, vests, hats, gloves, maybe even underclothing.

You also need to keep in mind using the same techniques throughout your pieces so that buyers can imagine you doing every one.  When one person does woodworking and sewing clothing it's hard for buyers to imagine them doing all the work.  If a new piece or category is going to be very different from what you already do it might distract and confuse buyers.

To learn more about making a handcrafted business successful see my blog at http://www.extravaganzacrafts.com.

Hope that is helpful,

Shasta McLaughlin
http://www.extravaganzacrafts.com