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Your #1 Resource For: Starting a Successful Scrapbooking Business Growing Your Existing Scrapbook Business Insider Information on the $3 Billion+ Scrapbook Industry |
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This unique online scrapbook store was launched by a woman with a passion. In March 2002, Sonyia E. Pfeiffer was a stay at home mom to her only daughter when she decided to explore the opportunities in the scrapbooking industry. “I did not want to take away too much of my time from my daughter, so I became an independent consultant for one of the Direct Sales companies,” she explains. “I became frustrated very quickly with backorders issues and my inability to make a higher commission. That is when I decided to go out on my own and see if I could start my own business.” Sonyia took her previous business experience (Bachelor’s degree in Business, and former positions in Human Resources) and applied it to Scrappers Anonymous. “We definitely jumped into this feet first,” she says. “I decided to do this in January and we launched in March. We used personal funds to start-up so we didn’t need a business plan to get financing. We are currently working on one in order to expand at a faster pace. I would like to take a few seminars but right now it is difficult to find the time to go to any.”
One of the unique aspects of Scrappers Anonymous is their two monthly clubs, Embellishments by the Month and Eyelets Monthly. “Each allows the customer to purchase a subscription or pay monthly to receive the items automatically,” Sonyia explains. "Embellishments by the Month are coordinated kits that typically include beads, buttons, fibers, ribbons, eyelets, etc. for a theme such as ‘School Days’ or ‘It’s A Girl.’ Eyelets monthly are a shipment of all the newest eyelets. For example, October included the newest Halloween and Back to School Eyelets. “We also have an Affiliate Program. This is Internet sales based. It gives the Affiliate the ability to earn a 20% discount on their products, as well as a commission on sales referred from them. “My affiliate program is what I consider to be the best of the independent retailer world and the direct sales consultants’ world. It is a way for those that are involved in making scrapbooks for others to get a discount on their products and thus increase their profit margins. It is also a way for a hobbyist to always have a discount on their products. And, it is a way for some people to earn a little extra cash to support their habits or perhaps take their family on a vacation." Scrap-Addict.com also includes a layout gallery for scrappers to come for ideas and to share their own work, as well as a message board community.
Sonyia designed and maintains the store aspect of her Web site, and had Michelle from www.treasuredpages.com design her main website. “I do some of the updating myself but if there is a lot to be done in a short amount of time, Michelle does it for me,” Sonyia says. “I do know some HTML and how to use Front Page. Both are rather easy to learn if you have the time to practice with them. “I would recommend that anyone wanting an on-line presence either learn Front Page or do much research into a designer,” she continues. “I did hire someone to design one particular page because I thought she could do more than she actually did. The service was awful and she charged quadruple what I paid Michelle. I learned the hard way with that and stick with Michelle for everything now!”
Sonyia found her design team by placing a single ad on a Yahoo Group. “I was overwhelmed with the response of applicants,” she recalls. “It was a very difficult decision. I originally planned for 3-5 members. When I could not dwindle it down that far I decided to go with 9-10. Nine of the ten designers have been with us from the very start. I expected more of them to drop off but they have kept up their commitment wonderfully. “My design team is very important to me, but not necessarily to those that have an on-line store. My goal is to make my site a one stop center with a store, layout idea gallery, and a message community. "My design team is the heart of my idea gallery. They design things that I ask for, usually around a product. This helps to sell items when customers can see the products used. “They are compensated in two ways. First, they receive free product for the layouts that they design that I ask for using particular products. They also receive a 20% discount on all of their personal purchases. If their design is chosen to be made into a page kit that I sell, then they are paid a flat rate per 100 that are sold. Most of them are obviously in it for the fun and not the money. They are a great group of gals. I feel very lucky to have them on my team!”
“I have a static cling web decal (purchased at www.webdecal.com ) on the back of my vehicles,” Sonyia begins. “I also participate in www.mompack.com exchanging ‘fillers.’ I send other retailers samples, usually a pack of rivets or eyelets with my store information on it, or a business card with a coupon on it for them to include with their sales. In exchange I include their fillers with my sales. “I am sponsoring a few contests for other non-scrapping sites. Not sure how this is working as none of the contests have ended yet. “I belong to a few Yahoo Groups that I participate in often and have my website address in my signature line. I also send ads to free Yahoo Groups that are for advertising only. It seems that every time I advertise on one of the free scrapbooking Yahoo Groups I get at least one or two subscribers to my monthly clubs. “I have an opt-in newsletter that customers subscribe to that I advertise new items and sale items. This works well when I run a sale. “I am doing a product spotlight on http://www.pagesoftheheart.net in October and November for my two clubs for additional advertising. “My design team is also required to post our website in their signature line wherever they post messages.”
“I am a stay-at-home mom, and I also operate an in-home daycare,” Sonyia notes. “I get up at 5:30 am to respond to emails for about one hour before the kids awaken. I then do any ‘computer’ work that can be quickly accomplished during the two hour naptime. Then I start working again in the evenings from 8:30 – 11:30 pm. So, the total I work is about six hours everyday. "On the week-ends when my husband is around I can usually add in another 5-10 hours. Occasionally family life does suffer if I have a lot of work that needs to be done. My husband is also actively involved with the business. He does all the shipping and receiving as well as the accounting.”
“It’s fierce!!!” Sonyia answers. “You read about new stores closing all the time. It is hard to be successful. It takes a lot of work. "When I first started I joined a group of scrapbook business owners, only to find out that one of them was constantly copying others’ ideas. This group was especially ‘catty’ as well. I have since found another group where everyone is extremely supportive; a great group to run ideas by. Although we are all in competition with each other, we realize that there are enough customers to go around. We each have our own ‘niche’ and there are just too many products out there for any one of us to carry everything.”
“They have been very supportive!" Sonyia expresses. "My husband is an active participant with administrative functions and a sounding board for my new ideas. My external family is also supportive and helps whenever they can, especially with my parents and sister volunteering to watch my daughters when I have a show coming up to prepare for, or a back-log of work to get done.”
“Competition is high!” she states. “Be prepared to lose sleep trying to make it a success, and other things in your personal life may go to the wayside as well. Think hard and be sure this is what you really want to do. Just because you like to scrapbook does not mean you should launch a business. You need to have business sense as well.”
“We plan to participate in more Expos,” Sonyia says. “We are introducing page kits and coordinated kits to showcase at these shows. We are also getting into event planning with our first 12-hour crop scheduled for November and a week-end crop scheduled for January. This is yet another revenue avenue for us to explore.”
“More and more people are starting the hobby on a daily basis. I think ReCollections and Archiver’s can only help bring in more hobbyists. I have heard it called the ‘quilting bee of the 21st century’ and I agree completely with this. It is a craft that mothers, daughters, sisters, aunts, and all enjoy, that can bring them closer together.” Visit www.Scrap-Addict.com to learn more! Tell Sonyia Fun Facts Publishing sent you!
sonyia@scrap-addict.com
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