When it comes to starting a niche greeting cards business, you may find yourself in a place where you have to make some big decisions.
You may be asking yourself:
- What's the first step in establishing my business?
- How much will it cost to start my niche greeting cards business?
- How do I price my niche greeting cards business?
- How do I market my niche greeting cards business?
- ... so much more!
We walk you through all of the steps; from idea → starting → launching → growing → running your business.
The purpose of this guide is to act as an outline for the steps you'll need to take to get your business running successfully!
💡 Introduction To Starting A Niche Greeting Cards Business
Is Starting A Niche Greeting Cards Business Right For You?
There are many factors to consider when starting a niche greeting cards business.
We put together the main pros and cons for you here:
Pros of starting a niche greeting cards business
You can put as much time into the business as you'd like. If you like the work and have some initial experience, you can start small and manage all aspects of the business on your own.
• Ability to start your business from home
It's not necessary to have a physical storefront or office space to get your business started. You can do everything from the comfort of your own home, at least in the beginning!
• Little startup costs required
The cost to start a niche greeting cards business costs significantly less money than most businesses, ranging anywhere from 1,817 to 27,209.
• Rewarding work
Starting a niche greeting cards business can be really rewarding work. After all, you are solving an immediate issue for your customer and you're working on something you truly care about.
With businesses and processes changing daily, there will always be demand for new features, products and services for your business. Additionally, there are several different business models and pricing tiers you can implement that will allow you to reach all types of customers.
• Traffic to your website
A niche greeting cards business gives people a reason to visit your website and to keep coming back to you!
• High margins
The gross margins for your niche greeting cards business are typically around 40%, which is considerably high and allows you to grow your business and manage costs easily.
• Quick build time
The average time it takes to build your product is quick - typically around 7 months. This will allow you to bring your product to market faster.
• Easy to encourage "impulse buy"
In the niche greeting cards business, you have a much higher chance of encouraging your customers to buy on impulse - you can easily alter the price, placement, packaging, and promotional value to influence the decision of your buyer.
• Unlimited income potential
With starting a niche greeting cards business there is no cap as to how much income you can make. The stronger your business skills and the more energy/time you put into your career, the more you'll make.
• Amazing perks and discounts
Working in the niche greeting cards business comes with its perks! As a seller for these products/services, you typically also get to enjoy industry perks and discounts.
• You are your own boss!
With starting a niche greeting cards business, you are the one to make decisions for almost all of the operations. Calling the shots can be empowering and liberating!
• Higher likelihood of getting referrals
This business is all about referrals, which can be a a very impactful way to attract and retain customers. It's critical that you have a great referral program in place that incentivizes your customers to tell their friends about your product.
• You can sell your product in various places!
There are various different markets to sell your product, which will help you reach different audiences and revenue streams.
• Simple business model
A niche greeting cards business has the advantage of a simple business model, which makes launching and building the business more seamless.
• Control your own destiny
Starting A Niche Greeting Cards Business allows you to control every aspect of your life and make your own dreams come true every day.
• You get to do something you truly love
With starting a niche greeting cards business, you get to put your energy into something you are truly passionate about! You'll find yourself devoting as much time and energy as possible into the business to make it successful.
• You can work from anywhere!
Not only can you start your niche greeting cards business from home, you can also run your business from anywhere in the world. This is the entrepreneur dream.
• Ecommerce retail is growing fast
Ecommerce has been grown rapidly over the years and is expected to hit a total of 4.9 trillion dollars by 2021.
With running an ecommerce business, you provide your customers with alternative and more convenient shopping experience, which will ultimately drive sales.
• You can promote and sell your product on Amazon
Although there are some disadvantages to consider when selling your product on Amazon, there are also a host of benefits. Mainly, Amazon is the world's largest online retailer, so you're bound to tap into new business and reach an entirely new audience.
• Various different ways to make money
With starting a niche greeting cards business, there is not just one business model to choose from. This field is amazing in that there are various different ways to make money. Although this may complicate things, it's great to have different options and sources of revenue.
• Make money while you sleep
The advantage of starting a niche greeting cards business is that you have the ability to have passive income and make money while you sleep. This is the dream for many entrepreneurs.
Cons of starting a niche greeting cards business
• Crowded Space
Competition is high when it comes to your niche greeting cards business, so it's important that you spend a good amount of time analyzing the market and understanding where the demand lies.
• Finding The Right Supplier
Most businesses in this space go the supplier/manufacturer route, which isn't a bad thing! However, finding the right supplier can take a lot of time, energy and trial/error. If done properly, this process can save you months (if not years) of time and energy. More on this below in the "finding a supplier" section.
• Security Issues
With any Saas business, data loss and security issues may arise throughout your process of building your product. It's critical that you understand exactly what you're responsible for and how to avoid potential issues down the road.
• Lack of benefits
With a niche greeting cards business, you are typically self-employed and responsible for finding your own insurance, which can be quite costly and time-consuming.
Often times, as a niche greeting cards business, you typically work alone and do not have much face-to-face interaction with other team members.
As a niche greeting cards business, you typically pay self-employment taxes which can be quite high. It's important to understand what you will be paying in taxes each year so you can determine if the work you're taking on is worth it.
• No safety net
Typically, as a niche greeting cards business, you do not receive a consistent pay-check and instead earn money based on your transactions each month. During the slow periods, you typically take away less since the job is based on commission. It's important to budget accordingly for the slow times.
• High overhead expenses
With starting a niche greeting cards business, there are overhead expenses that come with selling a physical product. You will want to make sure you strategically budget for these overhead costs. We discuss this more in the startup costs section below.
• You may need to charge sales tax
If you are selling your products in various states, you may be required to charge sales tax. Although this may not impact your financials specifically, it can be a headache to create a process and procedure for this. To learn more about sales tax, check out this article
• Work can be repetitive
You may find creating the same product over and over repetitive and tiresome. One way of avoiding this is to diversify product lines and revenue streams - this will keep things interesting!
• Difficult to build trust with your customer
With starting a niche greeting cards business, there can be minimal face-to-face interaction, which means it can be a lot more difficult to establish trust with your customers. You'll need to go the extra mile with your customer to grab their attention and business.
• Minimal physical activity
A big part of starting a niche greeting cards business is sitting at a desk for the majority of the day starting at your computer. Some may enjoy this, but others may struggle with sitting for the majority of your day without much physical activity.
• Learning Curve
When you start your own business, you no longer have upper management to provide you with a playbook for your roles and responsibilities. You should know the ins and outs of every aspect of your business, as every decision will come down to you.
- Jacquie Lawson Cards (31.5K Alexa Ranking)
- Joker Greeting (376K Alexa Ranking)
- Thankbox (513K Alexa Ranking)
- EcardForest Ltd (859K Alexa Ranking)
- CREOATE (1.2M Alexa Ranking)
- Joker Greeting - Revenue $100K/month
- Thankbox - Revenue $25K/month
- EcardForest Ltd - Revenue $15K/month
- Jordyn Alison Designs - Revenue $4K/month
Let's take a look at the search trends for niche greeting cards over the last year:
How To Name Your Niche Greeting Cards Business
It's important to find a catchy name for your niche greeting cards business so that you can stand out in your space.
Here are some general tips to consider when naming your niche greeting cards business
- Avoid hard to spell names: you want something easy to remember and easy to spell for your customers
- Conduct a search to see if others in the space have the same name
- Try not to pick a name that limits growth opportunities for your business (ie. if you decide to expand into other product lines)
- As soon as you have an idea (or ideas) of a few names that you love, register the domain name(s) as soon as possible!
Why is naming your niche greeting cards business so important?
The name of your business will forever play a role in:
- Your customers first impression
- Your businesses identity
- The power behind the type of customer your brand attracts
- If you're memorable or not
It's important to verify that the domain name is available for your niche greeting cards business.
You can search domain availability here:
Find a domain starting at $0.88
powered by Namecheap
Although .com names are the most common and easiest to remember, there are other options if your .com domain name is not available. Depending on your audience, it may not matter as much as you think.
It's also important to thoroughly check if social media handles are available.
As soon as you resonate with a name (or names), secure the domain and SM handles as soon as possible to ensure they don't get taken.
Here's some inspiration for naming your niche greeting cards business:
- Ideological check availability
- Valentines Pro check availability
- The Many check availability
- Recess Pro check availability
- Segment Co check availability
- Vouchers Spot check availability
- Fond Congratulation Co check availability
- SameMessage check availability
- Best check availability
- Simple Email check availability
- Blue Certificates Place check availability
- Appropriate Subject Matter Collective check availability
- The Playing check availability
- Column check availability
- Signal Place check availability
- Mixed Meaning check availability
- Speciality Trading Co check availability
- Friendliest Congratulations Trading Co check availability
- Usual Salutation check availability
- The Circular check availability
- Moral Mailer check availability
- Speciality Collective check availability
- FormalGreetings check availability
- Inch check availability
- Disparage Message check availability
- The Glad check availability
- Overall Word check availability
- Narrow Narrowcasting check availability
- Congratulation Pro check availability
- Letter Group check availability
- Distinctive check availability
- The Winning Badges check availability
- The Protected check availability
- Hellos Place check availability
- Condolences Place check availability
- Blessings Collective check availability
- Postcards Place check availability
- Narrow Nest check availability
- Sorted Certificates Collective check availability
- Moral Mail check availability
- Semicircular check availability
- BestGreetings check availability
- The False check availability
- Ecological Specialized Trading Co check availability
- Ceremonious Salutations check availability
- Email Collective check availability
- The Usual Blessings check availability
- The Arched check availability
- Tidings Greetings check availability
- Warning Group check availability
- Blessings Place check availability
- NarrowNiche check availability
- Punched Postcard check availability
- Silent Condolences Group check availability
- Presidential Signals Trading Co check availability
- Narrow Novity check availability
- The Electronic Signals check availability
- The Separate check availability
- Word Place check availability
- House of lords Cards check availability
- HiddenMessage check availability
- Beards Cards check availability
- Blue check availability
- ProperNiche check availability
- Fraternal Congratulation Collective check availability
- Corner Co check availability
- Divine Email Group check availability
- Major Postcards Collective check availability
- Segment Trading Co check availability
- WirelessMessage check availability
- Gothic check availability
- The Persuasive Letter check availability
- SpiritualMessage check availability
- Prepaid Postcards check availability
- Same Signals Co check availability
- Certificates Collective check availability
- Mutual Salutations Pro check availability
- Valentines Trading Co check availability
- The Holy check availability
- Glad Giftwrap check availability
- Distinctive Specialized Collective check availability
- Fondest Blessings Spot check availability
- Distinctive Recession Co check availability
- Official check availability
- Moral Email Place check availability
- Economic Space Spot check availability
- WellCards check availability
- Incoming Letters Pro check availability
- The Clear check availability
- Personal check availability
- The Comradely check availability
- The Mixed Voicemail check availability
- Letters Spot check availability
- Content Collective check availability
- Distinct check availability
- Five Postcard Place check availability
- Silent Wishes Collective check availability
- Usual check availability
- Urgent Signal check availability
- Moral Msg check availability
- Secret Email Pro check availability
- Prophetic Letters Collective check availability
How To Create A Slogan For Your Niche Greeting Cards Business:
Slogans are a critical piece of your marketing and advertising strategy.
The role of your slogan is to help your customer understand the benefits of your product/service - so it's important to find a catchy and effective slogan name.
Often times, your slogan can even be more important than the name of your brand.
Here are 6 tips for creating a catchy slogan for your niche greeting cards business:
1. Keep it short, simple and avoid difficult words
A great rule of thumb is that your slogan should be under 10 words. This will make it easy for your customer to understand and remember.
2. Tell what you do and focus on what makes you different
There are a few different ways you can incorporate what makes your business special in your slogan:
- Explain the target customer you are catering your services towards
- What problem do you solve?
- How do you make other people, clients, or your employer look good?
- Do you make people more successful? How?
3. Be consistent
Chances are, if you're coming up with a slogan, you may already have your business name, logo, mission, branding etc.
It's important to create a slogan that is consistent with all of the above.
4. Ensure the longevity of your slogan
Times are changing quickly, and so are businesses.
When coming up with your slogan, you may want to consider creating something that is timeless and won't just fade with new trends.
5. Consider your audience
When finding a catchy slogan name, you'll want to make sure that this resonates across your entire audience.
It's possible that your slogan could make complete sense to your audience in Europe, but may not resonate with your US audience.
6. Get feedback!
This is one of the easiest ways to know if your slogan will be perceived well, and a step that a lot of brands drop the ball on.
Ask friends, family, strangers, and most importantly, those that are considered to be in your target market.
Here's some inspiration for coming up with a slogan for your niche greeting cards business:
- Niches With Child
- Important Openings Are What We Do
- Niche, Good.
- Particular Breaches Are What We Do
- Niche Is My Passion.
- Double The Pleasure, Double The Niche.
- Ecological Expertise, Unique Positioning
- Particular Pigeonholes Are What We Do
- Niches With Way
- I Lost Weight With Niche.
- Next To The Breast, Niche's The Best.
- Seat Of The Market
- An Army Of Niche.
- Free Niche For All.
- See You At Niche.
- Feel It - Niche!
- Niches With Circumstance
- Office Of The Howdy
- Differentiation Is What We Do
- Special Expertise, Central Positioning
- We Don't Make Niche. We Make Niche Better.
- Special Specialiseds Are What We Do
- I Wish They All Could Be Niche Girls.
- Little Speciality, Environmental Unique
- You Can't Stop Niche.
- Central Niche, We're Commiitted
- Tastes Great, Less Niche.
- From Big To Dwarf
- Niche Keeps Going, And Going, And Going...
- From Unimportant To Serious
- Work Hard, Welcome Harder
- Everyone's Favourite Niche.
- Endless Possibilities With Niche.
- Messages With Account
- Niche For All Time.
- Work Hard, Specializing Harder
- Niche - Go For The Game.
- Niche Is Going Places.
- Absolut Cards.
- Ecological Segments Are What We Do
- Niche Will Be For You What You Want It To Be.
- Niche Is All Jacked Up.
- Specific Addressables Are What We Do
- Unique Specialized, Environmental Speciality
- Poppin' Fresh Message.
- Ecological Specializing, Unique Speciality
- Go To Work On A Niche.
- If You've Got The Time, We've Got The Niche.
- Let Your Niche Do The Walking.
- Review The Facts Niche Is The Best.
- I Wish I Had A Niche.
- Your Niche, Right Away.
- Set Of The Signal
- Cards With Order
- Mihrab Is What We Do
- Greetings The Sign Of Success.
- Niche One Size Fits All.
- Special And Mental
- Unique And Complete
- Niche-Lickin' Good.
- Unique And Artsy
The eCommerce Business Model
One of the main benefits of operating online is that you are exposed to the entire world, versus just one local area. Rather than depending on foot traffic, you have all the tools at your disposal to create exposure for your store online.
Additionally, there are much lower costs to operate an online store - fewer employees, you can operate from your home, and you get to create your own schedules (yes, holidays included!)
Although you are operating online and have the ability to connect with people all over the world, it's important to consider that you will need to invest marketing money upfront in order to promote your store to the right audience.
Gia Paddock, founder of Boutique Rye explains the 3 reasons why she decided to build an online store:
I wanted to find something I loved but also allowed me to stay home at the same time. While I was working at this local boutique, I realized that there was a lot of sitting around during the day when other people were out working. Therefore, an online business seemed like the best route for a few reasons:
- We didn’t have the extra funds sitting around to pay sign a year or two-year lease at a brick & mortar location.
- I realized the opportunity to reach a wider audience online compared to the audience of this small local boutique. For us, it seemed like hitting two birds with one stone.
- And finally (maybe the most important of all), running it as an online-only business would allow me to stay at home with Riley!
🎬 How To Start A Niche Greeting Cards Business
How Much Does It Cost To Start A Niche Greeting Cards Business
If you are planning to start a niche greeting cards business, the costs are relatively low. This, of course, depends on if you decide to start the business with lean expenses or bringing in a large team and spending more money.
We’ve outlined two common scenarios for “pre-opening” costs of starting a niche greeting cards business and outline the costs you should expect for each:
- The estimated minimum starting cost = $1,817
- The estimated maximum starting cost = $27,209
|Startup Expenses: Average expenses incurred when starting a niche greeting cards business.||Min Startup Costs: You plan to execute on your own. You’re able to work from home with minimal costs.||Max Startup Costs: You have started with 1+ other team members.|
|Office Space Expenses|
|Rent: This refers to the office space you use for your business and give money to the landlord. To minimize costs, you may want to consider starting your business from home or renting an office in a coworking space.||$0||$5,750|
|Utility Costs For Office Space: Utility costs are the expense for all the services you use in your office, including electricity, gas, fuels, telephone, water, sewerage, etc.||$0||$1,150|
|WiFi & Internet: Whether you work from home or in an office space, WiFi is essential. Although the cost is minimal in most cases, it should be appropriately budgeted for each month!||$0||$100|
|Total Office Space Expenses||$0 (min)||$7,000 (max)|
|Upfront Costs For Inventory: This includes all upfront inventory you will need in order to launch. Be sure to compare prices of wholesalers to ensure you're getting the best deal and margins remain high.||$300||$5,000|
|Inventory Storage: If you decide to have a physical space for your niche greeting cards business, whether it be used for inventory or as a showroom, you may have monthly rent payment or a large down payment associated with renting/buying the space.||$0||$5,000|
|Package Design: Packaging refers to wrapping and protecting products during distribution, shipping, and sales.Your package design is your customer's first impression of your brand, so it's important you spend some time and energy to get this right from the start.Many businesses design their own packages using design software and tools. There is always the option to outsource this to a design expert, but that route tends to be much more expensive.||$50||$3,000|
|Shrinkage: Shrinkage refers to the loss of inventory at any point between the purchase from your supplier and the purchase by your customer. Although you will try to avoid this at all costs, this does happen sometimes (especially in the learning stages of your business), and it's important to plan ahead financially in case this happens. Fortune states that retail shrinkage costs U.S. retailers approximately 1.4 percent of their total sales.||$0||$1,000|
|Distribution costs: Depending on what distribution plan you choose, expenses such as renting vans, hiring delivery drivers and gas costs can add up. If you are looking to save money upfront, you may want to consider conducting distribution on your own.||$0||$750|
|Total Inventory Expenses||$350 (min)||$14,750 (max)|
|Design Programs & Software: These programs might include the Adobe family of design tools: Photoshop, Illustrator, InDesign and others. This is typically a monthly subscription ranging from $10-$50/mo.||$0||$50|
|Email marketing tool: If you plan to grow your email list and email marketing efforts, you may want to consider investing in an email marketing platform (ie. Klaviyo, MailChimp). We put together a detailed guide on all of the email marketing tools out there + the pricing models for each one here.||$0||$100|
|IT Support: IT support installs and configures hardware and software and solves any technical issues that may arise.IT support can be used internally or for your customers experiencing issues with your product/service.There are a variety of tools and software you can use to help with any technical issues you or your customers are experiencing. This is a great option for businesses that do not have the means to hire a team of professionals.||$150||$2,000|
|Accounting & Invoicing Software: It's important to have an accounting system and process in place to manage financials, reporting, planning and tax preparation. Here are the 30 best accounting tools for small businesses.||$0||$50|
|Project Management Software: You may want to consider using a project management and collaboration tool to organize your day-to-day. This can also be very beneficial if you have a larger team and want to keep track of everyones tasks and productivity. For a full list of project management tools, check out this full list here.||$0||$25|
|Internal Communication Tool: If you plan to have multiple members on your team, you may want to consider an instant message tool such as Slack or Telegram. The cost is usually billed per month (approx $5/user/month) or there are freemium versions available on many platforms.||$0||$20|
|Social Media Management Tools: If you plan to do social media marketing for your niche greeting cards business, you should consider investing in a social media automation or publishing tool. This will save you time and allow you to track performance and engagement for your posts. Here is a list of 28 best social media tools for your small business.||$0||$50|
|Payroll Software: The main purpose of payroll software is to help you pay your team and track each of those payments (so that you don't have to do it manually). If you do not have any employees or have a very small team, payroll software may not be necessary at this stage. Here are the 11 best payroll tools for small businesses!||$0||$200|
|File Hosting Service: It's important to make sure the information for your niche greeting cards business is stored and protected should something happen to your computer or hard drive. The cost for this is affordable and depends on how much data you need to store. To learn more about the different options and pricing on the market, check out this article.||$0||$299|
|Total Software Expenses||$150 (min)||$2,794 (max)|
|Domain Name: Your domain name is the URL and name of your website - this is how internet users find you and your website.Domain names are extremely important and should match your company name and brand. This makes it easier for customers to remember you and return to your website.||$12||$200|
|Business Email Hosting Service: An email hosting runs a dedicated email server. Once you have your domain name, you can set up email accounts for each user on your team. The most common email hosts are G Suite and Microsoft 365 Suite. The number of email accounts you set up will determine the monthly cost breakdown.||$1||$15|
|Total Website Costs||$13 (min)||$215 (max)|
|Advertising & Marketing Costs|
|Customer Research & Surveys: Many niche greeting cards business's conduct industry and consumer research prior to starting their business. Often times, you need to pay for this data or hire a market research firm to help you in this process.||$0||$300|
|Affiliate Marketing Commission & Fees: If you want to increase revenue for your niche greeting cards business, affiliate marketing is a great way to promote your product to a new audience. When determining affiliate commission rates you will offer, you will want to take into account the price and margin for your product to ensure affiliate marketing is worth it for your business. According to Monitor Backlinks, the average affiliate commission rate should be somewhere between 5% to 30%. To learn more about how to set commission rates, check out this article..||$0||$250|
|Influencer Marketing: Partnering with like-minded influencers is one of the most effective ways to grow your social media presence. Many small businesses simply gift a free item in exchange for an influencer post, or pay the influencer directly.||$0||$750|
|Press: If your business and story is unique enough, press and media attention may come to you, but odds are, you may need to do your own outreach and budget for this. We put together a guide here that discusses different press opportunities (both free and paid).||$0||$500|
|Google Ads: With Google Ads you have the ability to control how much you spend by simply setting a monthly budget cap. Additionally, with these ads you only pay for results, such as clicks to your website or phone calls! It's okay to start with a small budget at first and make changes accordingly if you see valuable returns.||$0||$300|
|Facebook & Instagram Ads: With Facebook and Instagram ads, you set your budget and pay for the actions you want (whether that be impressions, conversions, etc).You can learn more about pricing based on your impressions here.||$0||$350|
|Total Advertising & Marketing Costs||$0 (min)||$2,450 (max)|
|Total Starting Costs||$1,817 (min)||$27,209 (max)|
Raising Money For Your Niche Greeting Cards Business
Here are the most common ways to raise money for your niche greeting cards business:
You may not need funding for your niche greeting cards business.
In fact, many entrepreneurs take this approach when starting their own business, whether they have a little amount of cash or a substantial amount to get started.
So what exactly does the term "bootstrapping" mean?
This method essentially refers to self-funding your businesswithout external help or capital and reinvesting your earnings back into the business**
Bootstrapping means building your company from the ground up with your own, or your loved ones, personal savings and reinvesting all earnings back into the business
Here are some tips to consider when bootstrapping your business:
- Use your savings as your capital - one of the best ways to bootstrap your business is to collect your savings and use them as startup capital. This will also help you avoid using your personal or business credit cards when getting started.
- Determine exactly how much capital you need and how much capital you have to get your business off the ground. Generally, when bootstrapping your business, you may want to consider starting a business that involves less startup capital.
- Consider starting a business that will generate immediate returns so you can put money back into the business
- Be as lean as possible - this refers to cutting down expenses as much as possible, such as payroll, fancy software tools, unnecessary travel, renting an office, etc
- Consider outsourcing instead of hiring - in the beginning, you may not need to hire someone permanently to help run your business. It tends to be much less expensive to outsource work to a freelancer and hire someone permanently down the road!
Want to learn more about bootstrapping your business? Check out this article
For your niche greeting cards business, a common way to raise money is through crowdfunding.
So, what does it mean to crowdfund your small business?
Crowdfunding refers to funding a project through many individual investors.
Here are some items to keep in mind when planning your campaign:
- Sell more than just your product. Sell your passion, your vision, and your story.
- Be real. Give your community honest details about your product.
- Treat your audience as your friends (not just potential customers)
- Put together a great presentation - it will attract people quicker.
To launch a successful crowdfunding campaign, you first need to select the type of crowdfunding platform to host your campaign.
Here are the most popular crowdfunding platforms to raise money on:
Funding platform for creative projects.
Businesses using Kickstarter:
Crowdfunding platform for innovations in tech and design.
Businesses using Indiegogo:
Crowdfunding platform that has helped more than 350 companies raise $175M+ from a community of over 250,000 prospective investors.
Businesses using StartEngine:
We connected with one of the most successful Kickstarter campaigns, Photobooth Supply Co, and asked founder, Brandon Wong to give us some insight on his strategy:
Product first, campaign second
So with all of those positive benefits of the platform figured out, we wanted to make sure we had the product itself in the right place before we launched.
We’ve been working on Salsa for a long time now and wouldn’t have felt comfortable revealing the ability to pay for it until we hit a very important milestone. We had a final prototype.
Doing all of the sourcing and actual production is secondary—there was absolutely no way we could have gone public without people being able to see real photos (and touch in person) a functioning prototype.
This meant that we had to do all of the development before we ever saw a cent.
Finding backers in the real world
We launched the product at our annual Booth Summit, which is a convention for photobooth owners to get together and learn from experts in the field. Launching a product in a receptive environment is generally considered to be a good idea. The same was definitely true for us!
We had a crowd of people who had just told us they were dedicated to growing their business… and we had the chance to offer them a way to do just that. I really can’t emphasize enough how important it is to make products that matter for people who will care about them.
This opportunity to see the product in real life was an essential component for our launch, but it might not be the same for you. I think it just shows how essential having a great prototype is. People love to touch and feel what they’re buying, if you’re talking about something physical… you should be able to show a prototype before you ask for money.
Building excitement with even the smallest backers.
We knew that we wanted to have a ton of incentives for early backers so that they’d be rewarded for taking a leap of faith on a new photobooth.
We’re obviously not making a whole lot of money on that first $1999 tier. But it enabled people to be part of something fun.
Every $1999 backer is always going to be able to say, not just that they got a great deal, but that they were one of the first to get on board. It means a lot more than a discount code expiring—just look at how frustrated people are on Twitter when a limited stock of rewards is secretly gobbled up.
Kickstarter doesn’t reveal the names of backers, but it humanizes them. And it just adds to the fun of getting your own spot! Even for someone backing now, they’re able to say that they were an early adopter.
Delivering on our promise
One of the most common critiques of Kickstarter items is that they either never show up or that they take years. I wanted to make sure that our timeline was easy to deliver and also reasonable.
Nobody deserves to wait two years for your product after they pay for it. I felt like we needed to offer a much quicker turnaround than that. We launched on Black Friday 2018 with an estimated delivery of April 2019.
That’s under 6 months and much lower than the average Kickstarter! The most important thing is that we will be able to meet that timeline. You can’t go around promising delivery dates and missing them, this isn’t a consumer product.
Anytime you’re working with the events industry you have to be very transparent and up front about timelines. A bride who books a photobooth needs it to show up on her wedding day. It’s non-negotiable!
VC funding is a traditional and long process, but an effective way to raise money for your business.
The term "VC funding" refers to venture capital firms investing in businesses in exchange for equity.
The VC's (venture capitalists) are an individual or small group investing in your business and typically require substantial ownership of the business, with the hope of seeing a return on their investment.
VC's are typically the best approach for businesses with high startup costs - where it would be very difficult to raise the money on your own or through a loan.
When deciding whether to take this approach, it's important that you have a few things in place first, and know what you're getting yourself into:
Determine if your business is ready
Having an idea is not enough to get VC funding.
Typically, VC's will check to make sure you have these things in place prior to closing any deal:
- An MVP (Minimal Viable Product)
- A founding team with all proper documents in place (articles of organization, business formation)
- A validated idea with actual customers buying your product/service
Get everything in place and build a pitch deck
A VC individual or firm will be expecting a fine-tuned presentation that gives an overview of your business.
Here's what you should consider including in your pitch deck:
- Management team, their previous experience + current roles in the business
- Market challenge and solution
- Company financials - including a P&L statement, cash flow statement, and projections
- Company progress
- Investment amount - how much do you need and why?
Research the right VC to fund your business
Research the types of VC investors out there and what niche they focus on.
Then, put together a list of target VC's you want to approach and your strategy around setting up meetings.
Be sure you have everything in place (as discussed above) before setting up any meeting!
Make sure the terms and expectations are right for your business
Committing to VC funding is a big deal and a decision that should not be made lightly.
Although the money and experience from VC's can help your business quickly grow, you are also giving away a stake in the company, and the money comes with strings attached.
Be sure you do your due diligence in finding the right investor - one that truly believes in the growth and success of your business.
What Skills Do I Need To Succeed In Starting A Niche Greeting Cards Business?
As a niche greeting cards business, there are several essential skills and characteristics that are important to identify prior to starting your business.
Let’s look at these skills in more detail so you can identify what you need to succeed in your day-to-day business operations:
Business Savvy Skills
When starting a niche greeting cards business, there are a few fundamental business skills you will want to learn in order to be successful:
- Leadership and training skills: A great team starts with YOU. Make sure you have all company policies and training procedures in place prior to hiring your team
- Decisive and self-confident: Over the course of your career, you will need decisions that could impact your business significantly. It's important you are able to think clearly and rationally about these decisions.
- Ability to understand the financials: You don't need to be an accountant, but it is important that you are able to clearly understand and define metrics such as expenses, revenue, profit, margins, COGS, etc.
- Strategic Thinking: Setting clear goals and benchmarks, identifying opportunities, risks. Ability to effectively communicate these insights to your team.
These are a few of many business savvy skills you should have (or work on) when starting a niche greeting cards business.
For a full list, check out this article here.
Customer Service Skills
Friendly communication with customers and the ability to address service issues is a critical part of the job.
Here are some customer service skills you may want to consider prior to starting a niche greeting cards business:
- Professionalism: The way you act, present yourself, and respond to situations all leave an impression on your customer. It's important to stay professional at all times when handling customer requests or issues.
- Problem-solving: When issues arise, it's important that you are able to think quick on your feet and address the situation with a calm and clear solution
- Friendly-manner: This is an obvious one, but customers truly appreciate someone that can respond in a quick, efficient, and friendly manner.
- Proficient in writing: These skills include the ability to write well-crafted emails, service tickets, and any other programs used by the business (ie. chat functions, SMS texting)
Self Motivation Skills
Self motivation and discipline skills are critical in order to become successful in this field.
It's likely that you will find yourself starting and running your niche greeting cards business from home, which could mean there are more distractions for you.
Here are the basic skills needed for self motivation & discipline:
- Becoming a self starter: It's important that you are capable of independently completing a task without the help or direction of anyone else
- Listening and following directions: When you are given direction by others, it's critical that you are able to follow directions and ask the right questions in order to get your job done
- Taking the initiative in problem solving: Instead of taking the easy route, you'll need to learn to troubleshoot issues on your own as much as possible.
Advice For Starting A Niche Greeting Cards Business
We've interviewed thousands of successful founders at Starter Story and asked what advice they would give to entrepreneurs who are just getting started.
Here's the best advice we discovered for starting a niche greeting cards business:
Harris Derner, founder of Brine Brothers ($10K/month):
We invested a total of $11,000 in 2016 and had a business valuation of $200,000 3 years later.
Read the full interview ➜
Kyle Bergman, founder of Swoveralls ($100K/month):
Normal sweatpant overalls did not exist online after a quick google search, nor in any stores that I visited. So I made them.
Read the full interview ➜
Adam Hascall, founder of Dick At Your Door ($125K/month):
What started as a joke quickly became a viable business with real opportunity.
Read the full interview ➜
Miriam Zelinsky, founder of Lazyjack Press ($21K/month):
I went to the mill and had a little trouble (to say the least) because of their religious beliefs - they did not think a woman should be in this business.
Read the full interview ➜
Write a Business Plan
Writing a business plan from the start is critical for the success of your niche greeting cards business.
Because this allows you to roadmap exactly what you do, what your overall structure will look like, and where you want to be in the future.
For many entrepreneurs, writing out the business plan helps validate their idea and decide whether or not they should move forward with starting the business.
You may want to consider expanding upon these sections in your business plan:
- Executive Summary: Brief outline of your product, the market, and growth opportunities
- Overviews and Objectives: Overview of your business, target customers, and what you need to run your business
- Products and Services: Specifics on the products and services your business will provide
- Market Opportunities: Analysis of customer demographics, buyer habits and if your product is in demand
- Marketing: Outline of your marketing plan and how you plan to differentiate yourself from other customers
- Competitive analysis: Analysis of your competition and the strengths and weaknesses therein
- Operations: Hierarchal structure of the company and what it will take to run the business on the day-to-day
- Leadership Team: Detailing roles and responsibilities of each manager based on their specific skill-set
- Financial Analysis Understanding of all expenses, operating budgets, and projections for the future.
Learn more about how to write a business plan here
Determine Which Business Bank Account You Need
There are hundreds of banks out there, and it can be overwhelming to find one that's right for your business.
Here are some factors you may want to consider:
- Location - Is your bank close enough that you can easily make deposits or get cash?
- Low Fees - Make sure to understand any and all fees associated with setting up and maintaining your bank account. Ask for a list - banks usually try to keep this hidden and in the fine print.
- Online Banking Services - Make sure you can easily navigate through your online portal and you have easy access to everything you need.
- Line of Credit - What do your options look like (even if you don't need this now, you may need this down the road).
- Every bank has something that differentiates them from the rest, so make sure whatever that is applied to your needs and values.
Check out this list of the 13 Best Banks for Small Business in 2020 and what makes them so unique.
Setting Up Your Niche Greeting Cards Business (Formation and Legal)
When it comes to setting up your business, you may find yourself in a place where you have to make some financial and legal decisions.
The first thing you'll want to decide on is whether you want to be an LLC, S-Corp, or C-Corp.
These three options are found to be the most common when starting a small business, and all serve to protect your personal assets and also provide you with certain tax benefits.
- LLC: All income and expenses from the business are reported on the LLC personal income tax return.
- S corp: Owners pay themselves salaries + receive dividends from profits.
- C Corp: C Corps are separately taxable entities that file a corporate tax return (Form 1120). No income tax is paid at the corporate level and any tax due is paid at the owners individual expense.
Depending on where you're conducting business, you'll also want to consider securing the proper permits, licenses and liability insurance.
Need to start an LLC? Create an LLC in minutes with ZenBusiness.
How Do I Pay Myself As A Small Business Owner?
Most entrepreneurs start a business to do something they love- but at the end of the day, you still have bills to pay (maybe now more than ever).
But it's important to strike the right balance - if you pay yourself too much, you could be putting your business at risk.
There are two common ways to pay yourself as a business owner:
1. Owner's Draw
Many entrepreneurs pay themselves through an owner's draw. This means that you are technically sean as "self-employed" through the eyes of the IRS and are not paid through regular wages.
At the point that you collect money from the draw, taxes typically are not taken out - so make sure you are prepared to pay these taxes once you file your individual return.
As an owner who takes a draw, you can legally take out as much as you want from your equity.
This type of compensation is suited for Sole props, LLCs, and partnerships. If you’re an S corp, you can pay yourself through both a salary and draw if you choose.
If you decide to pay yourself a salary, you will receive a set and recurring amount. This will be taxed by the federal government and the state you reside in.
The reality is that it can be really complicated to set your own salary, so we have some tips for you to consider:
- Take out a reasonable amount that allows you to live comfortably but also sets your business up for success
- Consider the number of hours you are working weekly + the type of duties you are performing.
- Set your salary based on your industry-standard, location, and profits (or projected profits)
- Look at your P&L statement: Deduct your own pay from that amount. This is important so you can first tackle important business expenses, and then pay yourself from the amount leftover.
- Pick a payroll schedule (and stick to it)! In the US, it's most common to pay yourself and employees twice a month.
To learn more about how to pay yourself and what is a reasonable amount, check out this article.
How To Price Your Niche Greeting Cards
One of the most challenging aspects to starting a niche greeting cards business is determining how much to charge for your niche greeting cards.
When businesses under-price their product, this can be extremely detrimental to their bottom line and reputation.
Often times, businesses under-price their products to drive demand and volume, but that last thing you want is for customers to view your product/service as "cheap." Additionally, this can have a big impact on the type of customer you attract, which can be difficult to recover from.
On the other hand, when businesses over-price, this tends to be just as damaging to the business.
When customers buy, it's likely that they will explore the internet and look at other competitors to ensure they're getting the best value + deal. This is why it's so important that you research your competition and understand where you land in the marketplace.
Here are some factors to consider when pricing your product:
Understand your customer
It's important that out of the gates, you identify the type of customer you want to attract and how much they're willing to pay for your service. One great way to do this is by surveying your customers. Here are some important items you'll want to takeaway:
- Customer demographic: Age, gender, location, etc.
- Buying habits of your customer: What they buy + when they buy
- Level of price sensitivity with your customer
All of these segments will help you identify the type of customer you're attracting and how to price your product accordingly.
Understand your costs
When pricing your niche greeting cards, it's critical that you first identify all of your costs and consequently mark up your niche greeting cards so you can factor in a profit.
The actual cost of your niche greeting cards may include things like:
- The actual cost to make the product (ie. raw materials, supplies, manufacturer).
- Shipping + overhead fees
- Operating costs to run your business
You may want to consider creating a spreadsheet with every single expense involved in operating/owning your business. This will give you an idea as to what you need to generate in order to at the very least, break-even and will help you price your products to factor in a profit.
Create revenue goals
When determining the price of your niche greeting cards, you'll want to create goals for revenue + how much profit you want your niche greeting cards business to make.
This process is simpler than you may think:
- Think about your breakeven cost (by completing the above step).
- Create a revenue goal based on your break-even cost
- Evaluate the # of items you plan to sell in a given period (make sure this is a realistic number)
- Divide your revenue goal by the number of items you plan to sell
This figure will help determine your estimated price per product in order to meet your revenue goals.
Evaluate your competition
The last piece in determining how to price your niche greeting cards is by simply looking at your competition.
The best way to do this is by finding like-minded businesses that offer product(s) with similar perceived value. Then, you can compare prices of the different businesses and determine where your niche greeting cards fits best in the marketplace.
All of these factors play an equal part in pricing your niche greeting cards, so it's important you evaluate each one individually to come up with an accurate price that will help optimize your business from the start.
Understanding Your Costs
Example from Ishan, founder of Ugly Duckling
First objective: profitability
Our profitability is OK at this point but definitely not where it should be yet. To this day I have not paid myself a regular salary yet...and it’s been 4 years!
The problem is not the cost of goods which are well under 20% of sales, which is good by any standard. The problem is fulfillment costs. In 2018 we transitioned from our first fulfillment company to a much bigger company. We did this because we wanted to provide faster shipment speeds and a better quality of packaging. In hindsight, we chose a company which would have been more suitable for a larger company with bigger volumes. We ended up being tied in with some pretty large minimum monthly payments. So currently fulfillment costs are currently around 45% of sales...way too high.
We are now looking to transit to another fulfillment center. Our target is to get our fulfillment costs down to around 30% of sales which I believe from what I have researched, is possible.
Just to be clear, when I say fulfillment that includes transportation costs also - FedEx, USPS, etc. Not just storage, picking, and packing. I am pretty sure that it is possible to get fulfillment costs down even lower, and I suspect that some large pro sellers on amazon.com work with around 20-25% of sales.
So our target P+L for 2020 looks something like this:
- Cost of goods, including inbound freight and clearance - around 22% of sales.
- Fulfillment - around 30% of sales.
- Digital Advertising & Promotion - around 15% of sales.
- Other marketing and office costs, including salary costs - around 10% of sales.
- That would leave us around 23% of sales - enough to pay me a liveable salary and for the company to make a profit and finance future growth.
That's the first objective for 2020: to right-size the P+L so that we are profitable at our current sales level
Gross Margin Calculator: How to Calculate The Gross Margin For Your Niche Greeting Cards
Our calculator is designed to be simple and easy to use.
The goal is to help you set realistic expectations and understand what is considered a healthy gross margin for your niche greeting cards business.
Design A Prototype
Turning your idea into a reality can feel like a daunting task - but it's critical that you have an idea of what your product will look like (even if it's just a sketch) prior to finding a manufacturer.
Here are some common ways you can design your prototype:
- Draw Your Initial Design on Paper
- Form pieces of fabric together
- Consider Taking A Generic Product And Putting Your Own Brand On It
- Try Making the Product Yourself
- Consider Building A Prototype With A 3D Printer
To learn more about how to design and prototype a product, check out our latest guide here.
Valentin Hinov, founder of Thankbox dives deep into the process of designing and prototyping their product:
With Thankbox I got very lucky early on because I found two key people to help me get it together - a great designer and a kickass full-stack web developer.
My designer, Barbara, is someone I had worked with before and was the first person I shared the idea of Thankbox with. She loved it and got on board very early on. She was able to very quickly turn around designs and brand assets that clicked. Within a couple of weeks of back and forth, we had the first version of all key screens designed. Paying for her time was my biggest upfront cost but well worth it. Barbara is still on the team and I wouldn’t have it any other way.
Early screens of Thankbox. We don’t have that weird yellow background anymore but a lot of the core feel is there - the “Add a message” screen has hardly changed since the start
While I am a coder myself I hadn’t had any experience with web or backend development at the time. I needed help but I didn’t have enough funds to pay for an expensive developer. This is where I got lucky again - a full-stack developer I had worked with before, Joe offered to build the Thankbox MVP for free in exchange for a profit-sharing agreement.
A lawyer helped us draft an agreement. It stated that once the product started making a certain amount of consistent revenue each month he’d get a percentage of it for a year. This took away a major initial financial burden off me and also made me extra motivated to make Thankbox a success since I wanted Joe to make more money from the agreement than he would’ve if I’d just paid him (spoiler: he did!).
The three of us quickly started working in March 2020 - we kept the scope very small and were laser-focused on getting the MVP out there ASAP. During that time I tried to learn as much as I could from Joe as I was going to be in charge of the codebase after the first few releases. I fondly remember those couple of months - the excitement of figuring out how the product would work, building the individual parts, and seeing it come together - it’s a thrill like no other.
How To Find A Supplier For Your Niche Greeting Cards Business
Here are the steps to consider when finding a supplier/manufacturer:
Know your design
One very critical step to finding the right supplier is having an initial idea of what your design/product will look like.
Sketching is one of the most simple ways to get started in the design phase.
What's great about sketching is that you can practically do this anytime, anywhere - even on the back of a napkin.
To get started, all you need to do is pick up a pen and paper and start drawing - or if you are working on a virtual/software product this can be a diagram that outlines the user interface or experience.
Decide your supplier type
You'll want to identify the type of supplier you are looking for.
Here are some questions you may want to ask yourself prior to searching for a supplier
- Are you looking for a manufacturer to produce your product idea?
- Do you want to find a supplier that can simply purchase existing products for you?
- Do you want a drop-shipper to supply and fulfill orders?
- Do you want a domestic supplier or an overseas supplier? Read more about the pros and cons of each here
Where to start your search
Once you have an understanding of what type of manufacturer/supplier will be best to bring your idea to life, there are several areas you can start your search:
Manufacturing Your Product In House
It's also very common to manufacture your niche greeting cards on your own - either from your home or in a commercial space.
In order to get the product right, you may want to consider experimenting with different designs and recipes until you find the perfect one.
Some founders choose to manufacture their product in-house so that they can control quality, manage costs, and easily handle production/logistics.
Down the road, you can always choose to outsource your niche greeting cards.
Leslie Eisen, founder of AlmondClear discusses how to manufacture products in house
If you want to start a line of unique products, then you have two basic options: you can make them yourself, or you can find a manufacturer to work with that creates custom formulations for their clients.
I knew that I was trying to build a larger-scale business and that the home-made model wasn’t right for me, so I had to find the right manufacturing partner. It took a lot of research, phone calls, and emails before I found the laboratory that met my needs.
I wanted to create unique products (as opposed to private label), so I worked with the manufacturer’s chemist who specializes in skin care formulations. This process takes some time!
First, you have to tell the chemist what kind of product you’re looking for, the ingredients that you want to include or leave out, and what you want the final product to look like/feel like/smell like, etc.
Then, the manufacturer sends you the first sample, you try it out or give it to others to try, and then provide feedback for revisions. In my case, the first two products came together fairly easily because I only needed to make small changes to stock formulations.
There are many, many rules and regulations around cosmetics and skin care products. If you want to sell products that contain FDA regulated ingredients then you have to register and get a permit.
My products aren’t FDA regulated, so I didn’t have to go through this step, but I did have to be aware of the many guidelines and standards around labeling and safety warnings. Some people hire a lawyer to help them through this process, but my manufacturer was able to guide me through the regulatory process.
The entire process, from researching labs to work with to having the first finished products shipped out to me, took around six months.
Purchasing Inventory For Your Niche Greeting Cards Business
When first starting out, it's important to start small with your overhead to get a gauge for what people want.
Just remember - if you order a line of items that don't sell, it's nearly impossible to recoup the money lost.
Buying the right inventory takes research and planning in order to get it right.
- Identify your target audience: Identify the age, gender, annual income that you will be selling to. This is a defining factor in ordering the right inventory that will sell.
- Research your competition: Conduct market research and identify the different types of styles, price points, and materials being used. This will help you see what's trending and ways that you can improve/stay ahead of the competition.
- Create an inventory wishlist: Identify what you need for the launch of your business and create a budget that you will stay within. Remember, it's okay to start small.
- Find a supplier Make sure to first compare prices and analyze different options.
- Delivery timing: Schedule the inventory delivery to match with seasonality and trending buying seasons
Pro-tip: It's easy to become biased based on your own fashion preferences on what types of shoes/apparel to purchase. This is where a lot of fashion businesses go wrong. It's important to base purchase decisions on current buyer behavior, trends in the market, and specific to your niche.
Erin Hooley, founder of Bailey's Blossoms tells us how poor inventory projections led her to lose over $2M
When we first launched Peyton Bre we did so in a social or direct sales model.
Through poor inventory projections we were forced to change models but only after losing $2 million dollars.
It was a devastating time for us and one we were not sure we could survive.
I have since become very intentional about the way that we project our inventory needs and we continue to refine that quarterly and even monthly. We have created a KPI for the cost of goods sold to help us hold ourselves accountable.
Ultimately, the better we manage our inventory the less we have need to discount and the healthier our profit margin becomes.
This is, of course, a very high-level overview of the importance of inventory control.
To see the full breakdown on how to manage inventory, check out my guide over on my blog..
🚀 How To Launch Your Niche Greeting Cards Business
Build A Website
Building a website is imperative when launching your business, and with the right tools in place, this can be a simple task to check off the list (without having to hire someone).
- Pick a domain name that's easy to remember and easy to type
- Choose a Web Hosting Plan (ie. Shopify, Squarespace)
- Make sure you choose the right theme and design
- Implement the proper page structure (ie. about page, contact page, pricing etc)
To learn more about how to build a stellar website with little stress, we give you all the details on this step-by-step guide.
Once you have chosen the domain, web hosting, and platform, it's time to get started with the design phase.
Themes are a great way to produce the fundamental style and identity of your website - this includes everything from your font design to your blog post styles.
One of the best ways to get started is to simply explore the various themes (free or paid depending on what you're looking for) and test them on your site.
If web-design really isn't in the cards for you, you may want to consider outsourcing a web designer to help bring your vision and brand to life.
Launch Strategies For Your Niche Greeting Cards Business
There are various different ways you can launch your niche greeting cards business successfully.
Here are a few different strategies to get customers excited about your niche greeting cards business.
- Build hype with a landing page: you can effectively do this through waiting lists, discounts, countdown timer etc
- Create a teaser video: even just a 30 second video is a great way to exposure for your niche greeting cards business, and possibly even go viral
- Reach out to influencers: The right influencer for your product has the ability to reach your audience with just one post, and because of their loyal following, this could lead to a big return for you.
- Get Press: Whether you plan a PR stunt or get exposure through a popular news outlet, this is a great way to attract initial customers
- Launch on popular sites: A great way to get buzz about your niche greeting cards business is to submit your launch to popular startup sites.
Here are a few popular sites to launch on:
Learn more about how to launch your business successfully ➜ here
Dayana Doncheva, founder of EcardForest Ltd dives deep into the process of launching the business:
Our product and our website are extremely closely connected since the product is used via the website only. Thus we had to make sure that our website matches our product design and our brand identity.
We went for a clean and modern design with a very clear structure and call to action. To visualize and explain the product we integrated animated elements. The design was created by our team and led by our creative director Ivelina.
Similar to the product design our website had a proper look and feel for the launch, yet leaving room for improvement. Everyone on the team had ideas on what and how to improve it, that we added to our backlog for some time later.
That’s how our website looked at the beginning
The initial website design took around 3 weeks and was built from scratch. We didn’t use any templates to stay flexible and be able to fully adjust the design later. Another reason to build everything on our own was that we wanted to excel regarding website optimization and speed, which we knew would help us rank well on Google and avoid losing clients who might drop because of the load time.
We kept optimizing our website as we went, currently rating 100% performance and reaching phenomenally quick load times according to Google’s Page Speed Test.
Our Google Speed Test analysis
Just recently we incorporated another graphic element in our website design as part of our forest theme, completing the EcardForest brand.
That’s how our forest footer looks currently
Back when we started, the night we launched was a Thursday and as planned we prepared an advertising campaign on Google search to start right away. We were quite cautious in the beginning as we didn't want to spend too much.
Our first week’s advertising budget was maybe only 100$. It was certainly not a big bang launch. Luckily we could profit from some starter packages from both Google and Microsoft, covering the first week, while we collected data on the average click prices and the competitor’s landscape
On the next day, at the office, there was already a colleague getting married over the weekend. Right away I suggested organizing the greeting card and that’s how EcardForest naturally got adopted by the team and slowly by the whole company.
In the beginning, we called the product E-GreetingCard. After one month or so we realized that it’s a safer bet to go for a brand instead of a generic name. That’s when we had an intensive brainstorming session and came up with EcardForest. We liked the name specifically because it corresponded to our eco-friendly focus but also suggested a rich choice.
A month later, we started working with creators, which was part of our original upscaling plan as well. We could profit from their exposure and offer even bigger choices of designs to our clients.
We started seeing success already by the end of the first month. That’s when we increased our advertising budget and hired our first full-time developer to take over the integration of additional features and customer support. With that our starting costs reached about 30,000 USD but luckily we could cover it all from personal savings.
Make Sure You Get The Package Design Right
The way you package your niche greeting cards business is often the first impression your customer has - so it's important to get it right.
You may want to ask yourself these questions:
If my product is on a shelf next to hundreds of other similar products:
- Will my niche greeting cards business stand out?
- Will the branding/packaging create a connection with my customer, and hence, lead them to buy?
There are hundreds of tools you can use to help with packaging and design:
- Canva - Allows non-designers to create beautiful Instagram/Pinterest posts, flyers, business cards, etc.
- Stickermule - High quality custom stickers you can include on or in your packaging.
- Noissue - Custom tissue paper and compostable mailers
- Rollo Label Printer - A great tool to print all shipping labels at home
Sheets & Giggles explains the motive behind their "Premium Unboxing Experience"
I had a particular vision for our packaging centered around one goal: because we were a DTC company and wouldn’t do physical retail in year 1, we needed to focus entirely on an incredible unboxing experience that made the product feel as premium as possible.
Outside: a white box, nice wax coating, logo front and center with no other copy, easy to open, nice and sturdy.
Inside: make people smile from the get-go, have a social call-to-action, include free extra surprises (a knapsack that wraps the sheets and an eye mask), put funny copy all over the place, and add a donation bag that people could use to donate their now-defunct cotton sheets (sheets & blankets are the #2-most-requested item at shelters behind socks).
🌱 How To Grow Your Niche Greeting Cards Business
Consider Selling On Amazon
In addition to selling your products directly on your site, you may want to consider selling on Amazon to reach a wider audience and attract new customers.
Here are some pros and cons of selling on amazon:
- Easy and seamless process to get your product listed on Amazon
- There are roughly 100 million thoroughly committed prime customers, so you're bound to tap into new business
- Can help grow your business exponentially and reach new audiences
- You may encounter some "copycats" and counterfeit products
- Amazon owns the relationship with the customer (you lose control over product reviews + customer service)
- If you already have a low-markup, amazon may not wrth your while and you could end up losing money
- Commissions and listing fees are high - it's easy to lose control of your offering
Follow these instructions to get your product listed on Amazon or check out the video below on how to get started:
Cory Stout, founder of Woodies ($250K/mo) provides us with specifics on how to rank better on amazon:
Our main product is walnut wood sunglasses that I sell for $25 on Amazon and Woodies.com.
I dedicated myself to becoming an Amazon expert. I listened to all the podcasts and read all the blog posts I could find. Shoutout EcomCrew I took the basic fundamentals that are out there and I added a couple of my own twists.
Amazon brings me, 100 brand new customers, every day for very little acquisition cost. If I tried that on my own, it would take a TON of work and it wouldn’t be nearly as effective as Amazon, so I took the easy road on this one.
Here's an article I wrote on how to rank better on amazon (30+ Tips):
- Beautiful images (minimum 5 images) especially lifestyle images I use UpgradedImages.com for product photography (hey Ken!)
- Keywords in your title (but it still needs to sound human)
- Competitive price (contributes to high conversion rate)
- NOT having 1-star reviews
- DON'T STOCKOUT: it's such a killer and if you DO stockout, definitely DON'T raise your price right before you do, if anything LOWER your price for the last 10-20 units before you stockout, each ASIN has a 'memory' for when you do get back in stock so that will help you regain ranking quickly
- DON'T VIOLATE AMAZON TOS: just don't
- Perform QC on your stock before you send it in (I sent in a wrong box once and I had to 'remove' over 3,000 pieces so I could sift through them and remove the 150 contaminated pieces 0/7 would not recommend
4/5: Pretty Friggin Important
- Minimum 10 5-star reviews (do this before you do anything below this)
- Well optimized PPC campaigns (could do a whole post on this, keep ACOS under 40%) here's a screenshot of some of my campaigns I use a combination of manual campaigns with exact phrases and high bids...and auto campaigns with a broad range of products and very low bids
- Turning on FeedbackGenius for auto review requests (it's not as good as it used to be, but it's still worth it)
- Get a trademark and get Brand Registry, this protects you from hijackers and other unscrupulous sellers
- Quick response to customer messages (under 12 hours) here are my stats my mom does all my customer service "Employee of the Year" status
- Drive outside traffic (amazon loves outside traffic because they don't have to spend so much to acquire customers) Facebook, Instagram, and Google Adwords are the usual suspects
- Use ocean shipping to save mucho $$$ on unit costs (use flexport)
Read more about amazon tips here.
🏃🏼♀️ How To Run Your Niche Greeting Cards Business
How To Retain Customers For Your Niche Greeting Cards Business
Retaining customers is one of the most effective ways to grow your niche greeting cards business.
Oftentimes, it's easy to find yourself focusing on generating new customers, vs retaining your current ones.
Look at it this way - you are 60-70% more likely to sell a new product to an existing customer than you are a new customer.
That's not to say that finding new customers and revenue streams is not important, however, the easiest (and most inexpensive) source of new revenue is right there in front of you.
Here are some ways you can retain customers for your niche greeting cards business:
- Responding to comments on social media
- Send discounts (or freebies) to loyal customers
- Provide valuable content, for free
- Write a hand written thank you note
- Provide awesome customer service and build relationships with customers
To find out more tips and tricks on retaining customers, check out this article ➜ here
Valentin Hinov, founder of Thankbox dives deep into the process of attracting and retaining customers:
At the end of August, I decided to try several different marketing experiments to see what would stick. I didn’t have a huge amount of money to play with but I knew that even with a small budget I’d quickly find out if something worked or not. So over the next month, I tried a few different things - Facebook Ads paid LinkedIn DMs, and even running a giveaway competition. I spent maybe a total of $500 across all of these but nothing worked.
It was disheartening - I knew the product worked because people were using it and coming back. In those first few months, I also noticed the network effects kicking in - someone would receive a Thankbox when leaving a company and then bring it into their new one. I needed more new customers to help kick that into high gear but I wasn’t getting any. That’s when my small team and I had an honest conversation about our branding and landing page - new people arriving on the page just weren't "getting it" quick enough and bouncing.
So we went about redesigning and clarifying the brand - I also spent $300 on Fiverr to get an explainer video created - it was a great bargain, the video is excellent. The result was immediate and fruitful - we synthesized the product offering and people immediately got it:
A before and after look of our landing page in October 2020
Just after that, I decided to run one more experiment - trying out search ads and that is when things started taking off.
Even with a tiny daily ad budget of $5/day Thankbox started seeing a steady stream of new users - and fast. Within 2 weeks in November, it had made more money than all previous months combined and it just kept growing.
The end of 2020 and most of 2021 was a wild ride as I tried to scale up the product to meet the rising demand. It was an exciting period with times of huge stress. One of the very first things I did was to hire a professional Adwords expert - I went all-in on PPC and kept increasing the budget each month until I started seeing diminishing returns.
If Adwords works well for your brand so will SEO. If I had started faster -with SEO- I might have been 6 or more months further ahead in my traffic than I am right now.
In the past half a year I’ve also heavily focused on SEO - increasing my content marketing and link-building efforts. The online card space is competitive with a lot of established players but I’ve already started carving out a nice bit of traffic for myself. With costs per click getting more and more expensive I wouldn’t be surprised if soon SEO becomes my dominant channel.
Diversify Your Product Line
Adding new products to your business is a great way to expand into new markets and grow your business.
It's important to note that adding new products and diversifying may not be in the cards for you right this moment, and that's okay. You can always consider it down the road.
Here are some reasons you may want to considering adding/diversifying your product
- Meeting the needs of your customers
- Establish yourself as a top provider in your industry and stay ahead of the game with competition
- Resistance to downturns/trends fading
- Create new revenue streams
We put together the best resources on the internet to help you start your niche greeting cards business.
- Platform tools such as Shopify, Amazon, Adobe Creative Cloud, Amazon Web Services, AWS infrastructure, Laravel, Vue or Canva
- Email tools such as MailChimp, Planoly or G Suite
- Social media tools such as Facebook, Instagram, Twitter, YouTube, Pinterest, LinkedIn, Tiktok or Later.com
- Advertising tools such as Facebook Ads, Instagram Ads, Google Adwords or Bing Ads
- Reviews tools such as Judge.me, Trustpilot, Google My Business or Capterra
- Design tools such as Canva, Adobe Suite or Inkscape
- Analytics tools such as Google Analytics or Posthog
- Productivity tools such as Google Suite, Trello or Discord
- Shipping tools such as EasyPost or USPS
- Payments tools such as Paypal, Shopify Payments, Stripe, Square, TransferWise or Apple Pay
- Accounting tools such as Quickbooks, Wave or Google Sheets
- Freelance tools such as Fiverr
- Stock images tools such as Unsplash, Pixabay or adobestock
- Seo tools such as Ahrefs or Semrush
- Education tools such as Skillshare
- Web hosting tools such as GoDaddy
- Wholesale tools such as Faire.com
- Start and Run a Greeting Cards Business, 2nd Edition: 2nd edition (Small Business Start-Ups): Elizabeth White
- How To Start A Greeting Card Business: A Complete Guide
- 10 Niches For A Profitable Greeting Card Business
- Greeting Card Business: How To Start An Online Business
- 10 Practical Strategies And Tactics For Making & Selling Your Own Greeting Cards
- Launching a Prank Card and Growing to $30k/mo
- How I Started A $3K/Month Hand Lettered Stationery Products Ecommerce
- How The Pandemic Inspired Me To Bootstrap A $180K/Year Online Greeting Card Business
- How I Bootstrapped A $25K/Month Online Group Greeting Cards Service
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