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Chasing Planner Peace
Jess started Chasing Planner Peace in 2015. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Chasing Planner Peace?
When I started Chasing Planner Peace I was a mum of two very small children, working part-time in a job for the government. I found my job extremely unrewarding and boring and had a little avenue for creativity. I never dreamed that starting an Etsy store would lead to growing a company that could become a full-time career. I had always had it drummed into me to find a secure job and stick with it - don’t take risks!
After my second child was born I became interested in using a paper planner as a hobby. There’s actually quite a big community of people (mostly women) who combine organization and creativity and love using their planners as a memory-keeping, scrapbooking tool using stickers and washi tape to decorate.
I loved the idea of using Filofax type planners where you could really customize your planner by adding in what “inserts” (refill pages) you wanted. I would download printable inserts off Etsy for calendar pages, meal planning, etc. but I could never find a layout that really worked for me. I would also waste huge amounts of time, money and printer ink trying to print out the printable inserts - as every file was a different format.
>Customers are hard to get - each one is an investment in marketing to get them to come to your website and spend money. If you can give them a good experience they will come back and tell others too. Focus on the long-game.
Eventually, I decided to design my own inserts. I wanted a layout similar to the popular Erin Condren planners so I could use planner stickers. I had been part of the planner community for almost two years before I decided to put my inserts on Etsy - I quickly thought up the name Chasing Planner Peace for my store as it was a bit of a joke in the planner community that “planner peace” is elusive - leading to many online purchases to find (or create) the perfect planner. At the time there were only one or two shops in Australia that sold printed inserts. I knew what Australian customers were lacking in our local market - colorful inserts, great quality paper and a wide range of different inserts.
All of these were available overseas in the United States, but the postage and the exchange rate made them financially out of reach for myself and many others. I am so surprised anyone bought my inserts. However, I quickly gained many customers and became super busy selling a wide range of printed inserts and also planner dividers and accessories. Many of my customers were actually from overseas taking advantage of the exchange rate. We continued to grow and become busier every month.
It was around two years after opening my Etsy store that I decided it would be a good idea to open a Shopify store just as a backup to Etsy. I figured only my VIP customers (at this time, only around 500 people) would use my website and I imagined Etsy would be the main source of sales. The Shopify site took off like I never would have anticipated. It’s allowed us to expand our product range far beyond just planner inserts. We now sell our own brand of Filofax-style planners, over 200 (maybe 300) styles of planner inserts, dividers, pens, notepads, a subscription box service and far more. In our busy time of year, our monthly revenue is approx $25,000 and allows me to work full time from home and employ two people part-time.