Creative Yarn Entrepreneur Show – Details, episodes & analysis

Stacey Trock is the owner of FreshStitches. After a technical failure during our interview at The National NeedleArts Association summer show in June, we talked over Skype about the success of her kit club and why she is switching to digital subscriptions. We also discussed how and why she's diversified her income and her perspective on pacing her business growth, customer service, social media, and more.

• She is the author of Cuddly Crochet, Crocheted Softies, and Modern Baby Crochet.
• She is a nationally recognized knitting teacher (and she explains why in the interview), as well as a crochet instructor of Craftsy/Bluprint classes. She also teaches business classes from time to time.
• She blogs and sells crochet and craft kits and craft eyes through her website. 
• She designs crochet and knitting patterns.
• And, she recently transitioned her kit club to a digital ami club.

This episode was inspired by a question Delisa Carnegie, the yarn dyer behind Apocalypse Friday, asked in the Creative Yarn Entrepreneurs Facebook group. Delisa wanted to hear from someone who had a subscription club, and since Stacey's club was the most successful one I knew about, I reached out to her. (Since the original request for an interview in the spring, Stacey has actually ended her kit club. You can read more about that and watch the video where she explains this to her audience here. Her new digital Ami Club is opening soon.)

Stacey shared her perspectives on several important business topics in this interview, including:

• How and why she diversified her business from exclusively selling PDF amigurumi patterns in 2008 to starting an educational blog, selling individual kits, a her kit club (which has now transformed into the digital Ami Club), selling craft eyes and other supplies, writing books, teaching, and launching a yarn line;
• Managing a club, starting with understanding your customers, determining your price (and cost), deciding between prepaid and month-to-month subscriptions, being strategic about supply orders, technology for managing payments, inventory, packaging, shipping, and more;
• Her DIY approach to running her business, how she thinks about scaling, and deciding when and if to bring in contractors and employees to help;
• Her business philosophy, including her focus on flexibility, customer service, time management, organization, and social media; and
• Mindset, including speaking your business fantasies into reality.

Stacey also answers questions from Delisa at Apocalypse Friday, Angie Doherty at Hooked by Angel, Carmen Nuland at A Simple Homestead, Angela Plunkett at Little Monkeys Design, and Anita Bose Natarajan from NitaB&NishaN.

Listen to the podcast for more discussion from me and Stacey. 

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in November, 2016. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Kim Russo is the yarn dyer behind Kim Dyes Yarn. We met at The National NeedleArts Association summer show in June, and later I spent some time talking to Kim, who shared how her business has transformed over the past 10 years, how she transitioned her fully online business to one that includes face-to-face elements, and her approach to time management.

In this episode, I chat with Kim about her business and we cover many topics including:

• How she started in business 10 years ago as a maker of wool soakers (diaper covers), selling her items online as Sit on Knit. 
• How she approached naming her current business.
• How she used a combination of photography, clear policies, and customer service to build her brand online.
• How she transitioned from an entirely online business model to one that includes selling yarn at fiber festivals and other events.
• Why she decided to "put her big girl panties on" to overcome her shyness at events.
• How she developed and uses online relationships to find business collaborators and to get advice when needed.

Kim also closes the interview by sharing some words of wisdom for shy creative business owners. Listen to the podcast for more discussion from me and Kim.

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in October, 2016. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

If you're like most home-based business owners, you're bootstrapping your business and keeping costs low with a DIY approach. In this episode, I interview author, speaker, and digital entrepreneur, Lorraine C. Ladish, about how she bootstrapped her business. We also discuss when to invest and spend in your business, taking risks, taking care of yourself, and more. 

In this episode, I talk with Lorraine about a variety of topics, including the evolution of her own business, taking risks and gaining confidence, bootstrapping vs. working with investors, staying true to yourself and your mission, and knowing when to spend on your business. Lorraine also talks about defining success and setting goals for your business, writing a book, and how her yoga practice keeps her pain free and reduces the stress of being an entrepreneur.

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in April, 2016. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Have you considered joining The National NeedleArts Association (TNNA)? In this episode, I interview knitting teacher, designer, and tech editor, Beth Whiteside, about the benefits of membership, newly formed Business and Creative Services sector, and power tips for getting the most out of the TNNA trade show. 

In today's episode, I talk with Beth about the evolution of her own business, Beth Whiteside Design, and her involvement with The National NeedleArts Association for the past 10 years. We talk about Affiliate membership, attending the trade shows, and the newly formed Business and Creative Service sector, which focuses on individuals and agencies that offer creative and business services to the needlearts industry including authors, bookkeepers/accountants, copy editors, designers, fiber artists, finishers, graphic designers, illustrators, marketing specialists, photographers, teachers (business­-to-­business and consumer), technical editors, website developers, and those in video production.

You can find The National NeedleArts Association online at its website. Follow TNNA on Facebook | Instagram | Pinterest | Twitter.

Links to other TNNA resources we mentioned:

• You can learn more about membership types here. Most regular listeners will probably fall into the Affiliate member category, with the exception of indie dyers, spinners, and other yarnies (and yarn shop owners). For yarnies who sell directly to consumers, Retail membership is less expensive than Wholesale membership, but doesn't allow you to exhibit at the trade shows. There is also a Student membership option.
• You can find a list of upcoming TNNA events, including trade shows and webinars, here.

I also mentioned a previous episode that you may want to go back and listen to:

• Episode 33: 7 Steps for Pitching Your Ideas for Workshops, Presentations, and Panel Sessions to Conferences and Events

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in April, 2016. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

I interview Elayna Fernandez, author, speaker, and owner of The Positive Mom. 

Elayna Fernandez is an author, international keynote speaker, and a key Latina influencer and storyteller through ThePositiveMOM.com. She lives with her loving husband and her three brilliant bilingual daughters (and home school students) in Fort Worth, Texas.

Elayna's mission is to encourage, empower, and equip moms to have more influence at home, more impact in the world, and more income to make it happen. Elayna is also an award-winning Certified Guerrilla Marketing Master Trainer and the creator of the Guerrilla Positioning System™ (GPS) for mompreneurs or aspiring mompreneurs who want to increase their Credibility, Visibility and Profitability™.

You can learn more about Elayna by visiting her blog, ThePositiveMOM.com. You can follow her online at Facebook | Instagram | LinkedIn | Pinterest | Twitter | YouTube

I had the chance to meet up with Elayna in person at the #WeAllGrow Summit by Latina Bloggers Connect in Long Beach, California. She was part of a very inspiring keynote panel. In the interview, Elayna shares her suggestions for involving your family in your home-based business, talks about how she uses her morning ritual to set herself up for success, gives recommendations for dealing with negative feedback and negative energy, and explains the way she organizes her time so she can be more productive.

Elayna recommends the following:

• The Four Agreements: A Practical to Personal Freedom by Don Miguel Ruiz
• The 5 Love Languages website

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in March, 2016. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Today's episode is a double header. I'm interviewing Kara Gott Warner, host of Power Purls Podcast, and she's interviewing me! Read on for more details and then have a listen to both episodes.

Kara is the Executive Editor of Creative Knitting magazine. She began her career in the yarn industry as a knitting designer in 2002. Kara's designs have been published in several magazines, including Creative Knitting, Vogue Knitting, Family Circle Easy Knitting, and Interweave Knits. Kara has also worked as a technical illustrator, working with craft book publishers such as Random House, Lark Books, Sterling Publishing and F+W. Kara joined Annie's Publishing in 2008 as knitting book editor, and she became the Executive Editor of Creative Knitting and Annie's knitting publications.

Kara's also a podcast host! Her first show, the Morning Cooldown is a seasonal program that is currently on hiatus. Knitters and yarn industry folks may prefer her latest show, Power Purls Podcast, where she loves to dig deep and ask those burning questions about what turned her guests on to the "two sticks and fiber," in the first place, and what keeps their needles moving.

You can find Kara online on her website, as well as on Facebook and Twitter.

Kara shares an editor's perspective on the magazine design submission process, along with tips for increasing your likelihood of getting a design accepted, and how to build a strong relationship with a magazine as a freelancer.

We also talk about the importance of networking within the industry, developing multiple streams of income, and using morning rituals to increase your productivity.

Kara recommends the following books:

• The Miracle Morning by Hal Elrod
• Big Magic by Elizabeth Gilbert
• Jocelyn Glei's Make Your Mark, Manage Your Day-to-Day, and Maximize Your Potential, 
• Designing Knitwear by Deborah Newton
• Knitwear Design Workshop by Shirley Paden
• Sweater Design in Plain English by Maggie Righetti

You may want to listen to these back episodes of the Creative Yarn Entrepreneur Show for more discussion about topics addressed in this episode:

• Episode 1
• Episode 43
• Episode 49
• Episode 56

You can find Kara's interview with me on Power Purls here.

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in March, 2016. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

This episode is all about multi-business collaborations, including blog hops, multi-designer make-a-longs, and in-person events. I share 4 reasons you might want to participate in such a collaboration, 7 tips for organization a multi-business collaboration, and 5 ways for being an ideal collaborator when you're not organizing the event.

There are many reasons you may want to participate in such an event, but here are the four major ones:

• Introduce your business to a new audience and expand your reach.
• Network with other businesses and sponsors you may not have access to on your own.
• Earn more money.
• Develop friendships with like-minded business owners.

I share more details about each of these in the episode.

If so, here are 7 tips for successfully organizing a collaborative event.

• Manage your fear of rejection.
• Decide who's in charge.
• Choose to curate or have open invitations.
• Get organized.
• Invite and follow up.
• Reach out to sponsors.
• Keep your word and thank your collaborators.

I go into more detail about each tip in the episode.

Here are 6 ways to be an ideal collaborator that gets invited back again and again.

• Join groups.
• Read and follow directions.
• Ask questions if you're confused or have concerns.
• Communicate, especially about problems or delays.
• Promote the entire event/collaboration, not just your participation in it.

And, for bonus brownie points, offer to help the organizer(s). I share more details on each way in the episode.

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in February, 2016. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

I share six different income streams for yarn-related business owners to consider in this episode. Many of us start our own businesses part time and by leveraging our existing skills. As you plan for expansion in 2016 and beyond, consider these different options for earning money for your business.

Here are some options to consider. Most successful businesses have a combination of income streams which helps to mitigate risk and to standardize cash flow.

• Consumer Products: This is a very broad category including...
  • Handmade products you sell directly to the end user (e.g., crochet/knit finished objects, artisan hooks and needles, hand dyed or hand spun yarn),
  • Handmade products you sell via retailers (wholesale or consignment),
  • Items you purchase from a manufacturer/wholesaler and resell,
  • Digital products you sell directly to the end user (e.g., patterns, ebooks), and
  • Services including teaching face-to-face and online.
• Advertising and Sponsorship: You may work with an ad network (like Google AdSense, Media.net, Rivit, etc.) or negotiate your own relationships with brands.
• Affiliate Marketing: As an affiliate, you promote another company's products and earn a commission when items are purchased through you. 
• Business to Business Services: Many yarn-related business owners provide services to other businesses on a freelance or contractual basis. Some examples include writing, designing patterns, tech editing, sample making, social media coordination, and virtual assistance.
• Membership/Subscriptions: Magazines, pattern subscriptions, and yarn clubs are some examples of yarn-related membership and subscription options.
• Crowdfunding: Crowdfunding can be used in exchange for product pre-orders through KickStarter, IndieGogo, and other services, or by allowing your fans to support your business on an ongoing basis through Patreon and related services.

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in January, 2016. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

If setting up (or enhancing) an email list for your business is on your list of New Year's Resolutions, listen to this episode.

In this episode, I talk about why you should start an email list, how to get started, the different approaches you can take to an email list, and how to grow your subscriber base.

Here are just a few reasons why having an email list by benefit your business.

• It provides you with a direct connection to your fanbase without another platform as an intermediary.
• People check their email regularly throughout the day, so you can connect with them on their schedule.
• Your subscribers will have a direct, individual connection to your emails (rather than the feeling of being "broadcasted at" that comes with social media posting).
• Business report seeing boosts in sales after sending out emails to their subscribers.
• When your business faces another disruption (e.g., your website goes down), it's a great way of letting your audience know what is happening.

The most important thing is to get started, not to develop the most masterful email strategy that ever existed. You can always improve and update over time.

I recommend starting with MadMimi or MailChimp, both of which have permanently free accounts for small subscriber lists. Both offer affordable plans for people with smaller lists, as well, so you can grow your list before spending a lot of time researching different companies and features. MadMimi is a bit easier (more "low tech") to use, while MailChimp offers more features in its free plan.

There are several simple options to consider for your email list.

• RSS feed: If you have a website or blog that you update with some regularity, you can set up an RSS feed so that your subscribers are alerted via email to any new posts on your site.
• Newsletter: You may want to write an email to your list on a regular basis (e.g., weekly, biweekly, monthly, quarterly). This can include links to your latest posts, original content for subscribers, roundups of relevant information you've found online, and more.
• Updates: You may choose to send sporadic emails to your list when something new happens in your business (e.g., a new product is released, you're teaching a new class, or there's a sale).
• Autoresponders: You may choose to set up a sequence of replies that are automatically delivered to your subscribers on a schedule based on when they subscribed. For example, the first email can be sent one day after they subscribe and the second email can be sent two weeks after they subscribe.

Listen to the episode for more details about each approach.

Once you understand your approach, you can start recruiting subscribers. Consider letting potential subscribers know more about your approach wherever they can opt-in to subscribe.

Here are some other ways to grow your email list.

• Update your website: Include subscription opt-ins in a sidebar, your About and Contact pages, and even in posts on your site.
• Update your social media profiles: Use the "sign up" option on your Facebook page, and include a link to your email list on your Ravelry, Etsy, G+, and other social profiles.
• Update your "thank you" message: Change the automatic reply sent to your customers on Etsy and Ravelry (or other marketplaces) to include a link to your mailing list.
• Giveaways: Some companies offer giveaways to their subscribers as an incentive to encourage people to sign up.
• Lead magnet: Offer a free ebook, checklist, or other desirable product "in exchange" for a subscription. Tip: Do not get stuck on this. If you don't have a lead magnet, you can still start an email list.

• Listen to Episode 27: Connecting with Your Mailing List and More with Vashti Braha to learn more about Vashti's approach to her email list and how it impacts her business.
• Read 10 Reasons To Use Email Marketing (As Told By Small Businesses) on Forbes
• Check out the Useletter by Amy Lynn Andrews as an example of a curated/roundup approach to an email list
• Read more about (or sign up for) a free MadMimi or MailChimp account

If you enjoyed this episode

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in December, 2015. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Time management can be more challenging for part-time business owners. Whether you work full time, run another business part time, or rely on several part time jobs or gigs, if your yarn-related business is part time, you may struggle to manage your time and stay productive.

In this episode, I share my time management approach to being a part-time business owner:

1. Start by setting your short- and long-term goals
2. Look for "chunks" of time in your schedule that can be devoted to your business
3. Arrange the activities required to meet your goals into types of tasks
4. Organize the tasks into your available time slots
5. Find a time management system that works for you
6. Don't compare yourself to other businesses (especially those run by full timers)
7. Find social support

You can hear more details by listening to this episode.

If you struggle with time management, you may also want to listen to Episode 10: Time Management Tips: An Interview with Lindsey Stephens from Poetry In Yarn.

If you enjoyed this episode

The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in December, 2015. Be aware that content may be outdated.

If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).