Since it’s  a new magazine, I can’t vouch for the quality or the contents, but since subscriptions are free to the first 5000 visitors, I thought I would pass on the link:

http://www.maternity360.net

Enjoy!

~Amber

          

I have not done this right in the past, and I’ve paid for it (in wasted time and money). This time, the key piece I was able to provide was a detailed document about selling our line. It covers everything from company details and philosophy to product descriptions, selling points, tips for the in-store appointment. I’ve pounded the pavement, so I know the kinds of questions that sales reps get asked.

This particular rep contacted us just a week ago. There are a lot of good signs about this rep that encourage me to get, and keep, her on board:

Enthusiasm for our products and her job
She loves the line! She sounds excited about our products and her job.  I can hear it in her voice. I can tell she truly loves her job because she is action-oriented beyond any of our previous trial reps. She was looking for the perfect organics collection and she feels ours is it – that means she will show it to her buyers with enthusiasm.

Established Rep w/ similar but non-competitive products

This rep has a number of accounts and she currently carries gift lines and a few other baby lines that are not the same (ie: stuffed animals). She is established enough to understand the importance of getting in to see her buyers before they head off to the trade shows. She has appointments lined up for every day this week and she has already primed them to be excited to see the Baby Fabulous collection.

Open communication

She answers her phone and she calls me immediately, without hesitation, when she has questions. You might think this is basic, but just wait until you’ve worked with the wrong reps, you’d be amazed how hard people can be to get a hold of when they don’t want to have a conversation.

On my end, I know I’ve let my reps down in the past too, by being too busy to give them the support when they need it – not just when they ask for it. This means I have to be committed to keeping my end of the bargain. Keep them supplied with the right amount of samples and marketing materials, keep new designs coming their way, and make sure that someone is always available to answer their questions, when they have them. Most importantly, I swear we’ll keep her clients happy. It’s one thing to say it, another to do it, I can promise as much as I want, I have to show it. She will help us grow if we are there for her. I know this with absolute certainty.

          

Get it together

Literally – I want a collection that goes together. No matter how many styles I settle on for the final collection, they must be cohesive. Cohesiveness matters to more than just the look and feel of my collection- it matters to my overall brand building and my bottom line. If you are a small, just-starting-out business, then you are going to want to maximize your buying ability. You will want to use the same fabric in more than one style – this will help ensure you can ‘make the cut’ (meet the minimum yardage required by the supplier).

To get it together, I’m starting with a theme. I feel incredibly lucky to have been struck by a theme idea when I was doodling the other night. Right now, there is nothing solid behind my theme idea – but it gives me ideas for discovery. I’m starting with a combination of two keywords – those keywords are already inspiring me to look at fashions, cinema, movie posters, etc. from certain eras. They are basically a great starting point for exploring. Just an idea to kick-start your theme hunt  – try random keywords together, jot down words that strike your fancy.

Plan, plan, plan

Right now – I’m  gathering some discovery tools (sketchbooks, color books, reference books) and hashing out a broad time line for the production of my collection. From there, I can layer my marketing and sales plans on top of the production plan. To start your production plan, work backwards from your launch date (selling season for Fall collections is late Jan/early February through May; shipping starts end of July; of course, nothing is ever set in stone) and set at least the following milestone dates:

• Salesman’s samples complete
• Trade show booth (and/or marketing materials) complete
• Website/wholesale ordering information complete
• Sample (production or technical kits) dropped for assembly
• Sample fabrics ordered (I have a lot to share about sourcing in the next couple of weeks)
• Final patterns approved
• At least two cycles of: pattern design, test sample for fit, fit meetings, pattern edits, test sample for fit….etc.
• Technical Sketches complete
• Styles approved for pattern-making
• Final style meeting
• Fabrics sourced
• Logo, website, and stationary design underway
• Collection theme finalized

Keeping on my radar

So much goes into just developing a collection, that it’s easy for me to let a lot of the “launching a business” activities get pushed to the side. I will keep bookkeeping activities on my radar daily. Stay on top of your bookkeeping from the very beginning, if you can manage. In addition, I have to constantly and consistently work on your branding, pr, and marketing –>both the plans and implementation. We just wrapped up a new logo design today – I’ll need it on my hang tags and care labels, website and marketing materials, email signatures, social media site avatars, website, and on and on.  This time around, I promise to keep the trade show booth design and trade show schedule on my radar from the beginning too. Also – supporting my sales rep by providing them with pre-launch information and sneak peeks at the collection.

Ok – enough to do right now and more than enough to keep on my radar, I think I just made myself dizzy!!

          

Yesterday, I got final confirmation from this fantastic woman that she definitely wants to rep our baby line. This was particularly thrilling because I really feel right her, and right about bringing her on board; lord knows I’ve been praying for help in the sales department. And more importantly, I feel we are good for her too, we have so much room for growth. That was in the morning. That was a whole bouquet of blooming flowers.

The day was busy.

Late afternoon, I had an appointment with the blanket sewing contractor. They want to raise the prices on every single little aspect of the manufacturing process  – to such exhorbant rates -, that I spent most of the appointment with either my jaw on the floor, or giggles of disbelief escaping my mouth. But I kept my cool, shared my perspective, and left saying I would look it over, price it out, and see what the helllllllllll we are going to do now.  That’s was a three-alarm fire.

Did you know that there are some flowers that only bloom after a fire has heated their seed pods to a temperature high enough to makes them pop out their seeds? Maybe it’s plants, but flowers works better here…

So, that fire blew over me and honestly, I went from thinking it could be the death of a product line to discovering options I didn’t even know existed. Thank you crazy contractor for having such an extreme moment that it pushed me to look for a new way. Thank you, thank you, thank you. Things are going to get so much better…

Have fun on your roller coaster today (it’s a thrill ride we are on by choice), remember to stop and smell the flowers (sometimes we don’t pat ourselves enough on the back for how far we’ve come), and most importantly, keep a fire extinguisher buckled in the seat next to you!

          

So, as I’m planning for a photo shoot for our organics collection, I know I have a lot more to think about than just the product being ready:

• Models – need to locate and confirm models
• Scheduling for the day – the setup takes up most of the shoot time. If you haven’t been on a shoot, it’s almost unimaginable how long it can take to get the lighting setup.
• What types of photos we need – we need model shots more than isolated product shots. If you need isolated product shots, you should create a photo shot list that lists every product you need to shoot. For a model shoot – the photo shot list includes all the products /scenes you want shot. Send this list to the photographer; the list will help you group your shots in a logical order and plan for a realistic amount of time.
• What is the mood / atmosphere – this is where I still need to do the most thinking. I learned a lot about “hero” shots from the photographer. You need props – think if your product is candles, you might want to set a dining table scene for your “hero” shot. The candles would be the main focul point and glasses, centerpieces, etc. would be background items. The hero shot helps your customer envision the product in use, it should make the customer WANT that scene in their life.
• The setting – indoor or outdoor? If outdoor, where?
• Costs – of course, there is always the cost to consider!

I’m excited to get to our next shoot and feel happy that I will be much more prepared than the first time. Oh, one more tip – if you are using models (especially babies), don’t have them arrive until the time you anticipate being finished with setup. It will keep them from burning out before it’s their time to shine.

Have fun – it’s one of those aspects of our jobs that is creative and fun!

          

Which means, basically, the whole process needs an overhaul. The first thing we are tackling is streamlining the ability for vendors to login and place their wholesale orders online through our secure ecommerce site. This will enable vendors to track orders better. We do have issues with an inability to set wholesale prices for some of “add-on” prices for the blankets. But we are very close to having online purchasing setup for the apparel collections. I know that when I have to order supplies, I LOVE being able to login and place my order online (should be standard right?). So why wouldn’t our customers appreciate this same convenience?

The next portion of our wholesale account setup process that needs attention is to make it very obvious to visitors of the site that we have wholesale options for retailers. Right now, there isn’t even a link to the wholesale page from a lot of our pages. HUGE oversight. Our retailers are a big part of our business, so the site needs to be informative to wholesale customers as much as it is to our direct retail customers.

Finally, we had to tackle the manual email response process and how to keep things from slipping through the cracks. In order to clean up this part of the process, we have to rewrite the content on our wholesale page, with clear directions on how to create an account. The biggest change will come from the creation of our wholesale docs page, which contain links to the current line sheets, product images, and other important information for our vendors. And, newsletters, newsletters, newsletters. We will send out a monthly newsletter (no, we’ve just never been able to get on top of this) to keep our wholesale customers updated on new product releases, blanket prints, pricing changes, and everything else that matters to their bottom line.

We have only been able to clean up small pieces of the process so far, but I’ve already noticed improvements. We are crazy busy these days, but are getting better at scheduling time to fix things that will increase customer confidence and relations.

          

Ah, the CPSC has issued a one year stay on testing regulations for certain products. This was the news as of yesterday. Here is a link to the press release. Anyhow, what this does is let us go ahead with the testing we are doing and go ahead and keep selling the blankets. I think it’s important to note that you still have to comply  – you can’t sell products with lead over the limits, but it seems you can decide how you’re going to do your due diligence and test your products, or accept certifications from suppliers (such as Michael Miller recently declaring all of their fabrics are CPSIA compliant).

We have new organic onesie designs and they are selling like mad. There was finally a noticable pick-up in January. We’ve seen so many boutiques go out of business in the last year, that it seems (cautiously optimistic) that those that have managed to stay in business are finally picking up some of the customer’s from the boutiques that are no longer around. For example, one boutique in the center of town just placed their biggest b*Fab order yet – they have watched no less than six competing boutiques go out of business in the last eight months (most of those were our customers too). At some point, even if all those businesses had less customers, one out of seven boutiques should now have more customers. This pendulum has to start swinging this way at some point, right? It seems to be for us.

We had a cute little poncho featured in the January issue of Pregnancy & Newborn magazine and that sucker sold out almost immediately. Between the boutiques that managed to place  wholesale orders and the online sales, it wasn’t even in stock for two weeks. The reason I’m bringing this up is because I ran into the good old fabric is now out-of-stock issue again. This time, we wanted to do another production run – it’s selling like mad, it will sell well through the Spring – but the fabric is no longer available. So, instead of being able to keep it available on the site, we are scurrying to replace the print fabric. The bright side is that now I know more about our potential and that informs me for ordering increased yardage and supplies for the next go round.

I can honestly say we’ve never worked as hard as we did in January. This could well be the year of the 16 hour days, but we’re up for it, because the business is growing up to it. I don’t let myself watch much news anymore either, it is seriously too depressing. I get it. I’m proceeding with more caution than I ever have before, I’ve learned a lot of lessons from the economy hitting the skids. But I have to focus on the positive and how I’m going to keep us going through this. It’s nice to be bringing in a great flow of business again – that definitely helps to see the bright side of things.

Here’s to the launch of a great February. And for me, a happy weekend when we’re actually doing some painting around the house.

          

Lisa, from CreativeWritingStudios.com, has put together an bi-weekly email, similar to HARO, but aimed specifically at connecting buyers with manufacturers. There are two separate emails that go out – one where manufacturers list their product offerings and another where buyers who are openly buying list their product requests and contact information.

This is an invaluable resource for all of you who are looking to target your pitches at buyers who are actively seeking new lines. If you’ve been involved with any of the sales aspect for your company, then you know how hard it is to get the buyer’s attention, and even harder to find buyers who are looking for exactly what you’re offering. BoutiqueUp! is a free service (yes, I really said that and yes, it’s really true!), so make sure you sign up to receive the updates (sign up is at the bottom of the page).

Boutique UP! has a lot of additional services that you will want to look into – including a wholesale directory and wholesale catalog, and unique product reviews (she’ll create an amazing one-pager for you to send to retailers).

You should also contact Lisa if you are in need of writing services – she has incredible rates and I am familiar with her work, which is outstanding. She can write you web copy, your marketing materials, your press releases, etc. And like I said, the rates are reasonable for start-ups. Visit her at creativewritingstudios.com.

Keep on moving on!!!

          

How many items will a boutique want to order?

It depends. You set your own minimums. I know companies with a $100 minimum for the first order and I know companies with a $750 minimum for the first order. We have minimums but I’m not completely strict about them. To me, the long term relationship is more important. I want to get in the door and get shelf space. If being a little lenient with our terms is the way to convince a popular boutique to take on a new brand, then I’m ok with it.

I’m also ok with it because I know our stuff sells really really well once it’s on the shelves. This means re-orders and on-going shelf space.  A long term relationship is what you want, so make sure you deliver on what you say you will and do what you can to get in the door!

What do I need to have with me when I go to the appointment?

Samples, samples, samples! You also need line sheets, price lists, and order forms. If you have marketing materials to show, that’s a bonus and can only help. Be prepared to talk about what boutiques carry your line – and yes, I mean be prepared to talk about this at your first appointment because it is true you will get asked. If you’re trying to get your first sale, don’t shy away from this question – swing it towards what marketing you are doing and consider how you’re going to get a piece of that shelf space.

Would it make sense to offer consignment to the first boutique? Of course – shows confidence and gives you a better answer to the “who carries your line” question when you’re at your second boutique appointment. Generally, buyers are looking for commitment to your product and a commitment to marketing your product. They like to hear other stores are carrying your line, but also like to hear that those stores aren’t in too close of proximity to their store.

What are line sheets?

Line sheets give the buyers a visual of your line. They include a technical sketch of your garments and the garment specifications – sizes, styles, and colors (prints) available. I’ve seen a lot of different variations of line sheets, but you’ll be fine if you think of setting it up in a table format. Make sure you have style numbers.

A price list is a list of prices by style numbers. We keep our prices separate from our line sheets – and it has helped. Our prices have changed, and when they did we didn’t have to re-print all of our full-color line sheets, just the mostly black-n-white price list. I have seen companies put their prices on their line sheets, so, again, it’s your call.

How will a boutique appointment go?

I think I might have mentioned this before, but I finally started prepping a presentation for appointments. I do pretty much get right into showing the samples, but I have a specific order that I show the samples in and more of an introduction to the company and why they just have to have us. I’ve had buyers who want me to set up in a specific area, I’ve had buyers who want to meet at a coffee shop or somewhere offsite, and I’ve had buyers who want me to show them right there at the register so they can work the store. Most importantly, make sure you ask for the order!!

I’m sure there’s more, but I’m tired after a very busy week. Crazy week is probably a better way to put it. Business is actually doing great, our line is still selling for our retailers and is also selling well online. I hope it stays that way! I have watched a few of our retailers go out of business this year, so I’m not trying to pretend by any stretch of the imagination that everything is rosy. But I am trying to focus on the positive things because it does no good to focus on the negative ones. I also hope you all know that just because I share the way I do things in this blog doesn’t mean it’s the only way, or even the right way. It’s just me wading through the madness of keeping our business alive and growing. I didn’t go to business school and I didn’t go to fashion school, real world experience is how I’m learning. But I am learning..oh boy, am I ever learning! Two years in business and still going…

          

In January / February, our online traffic had been building, and online orders were up, way up. And then, end of February, beginning of March, there was a definite drop-off. I was the first to blame it on the economy. Then I had to blame it on myself and my total lack of discipline. Which is not to be confused with amount of work I was doing – it was just always reactionary; I wanted to be on-top of it. Now, I’m getting there. If I have free time, I focus on what can be done to stay on top of things. I can honestly say that I devote at least an hour and a half every day to sales and marketing. At least. I now use an index card system – which I’ll save for another post but it’s the most simple amazing system that really works for me.

Once I stopped waiting for the world to come to me, everything changed. And our business is growing by leaps and bounds.

The next big factor in the business pick-up is attending business seminars by a really great coach. The first seminar was on sales and the second seminar was on a general business health check-up (WOAH!!!). Both were real eye-openers for me. I can’t tell you how great it is to get some outside input once in awhile. I don’t do it enough on THAT level; meaning, I listen to our customers but need to remember to listen to and seek out more mentors too.

By far though, a giant factor in our recent success is having some great products, at great price-points, that are poised perfectly for this tighter-economy / bigger baby boom / everybody’s going green movement. The great products, and now their proven performance, have given me greater confidence when I walk into a boutique. Which, of course, makes all the difference in the world.