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Making and selling greeting cards is one of the most popular ways for creative people to set up in business. It makes a useful part-time business that can be run from home and started with a limited amount of capital. The skills needed vary greatly depending upon the type of cards produced. They can involve all the creative skills from design to photography, from painting to lettering, from enamelling to metalwork. Running a greetings card business is exciting and challenging. The sector is fast moving and every day is different. It can bedone by the young and by semi-retired people and can also be an excellent business for those who have other responsibilities. This book takes you step-by-step through the process of starting and running a business with lots of useful practical advice to help you. The topics covered include: Deciding what type of cards to produce; Finding your market; Dealing with printers; Copyright and licensing; and, Pricing for profit.
More related titles from How To Books Marketing for the Micro-Business How your small business can find and keep customers by using marketing Book-keeping and Accounting for the Small Business Preparing a Winning Business Plan How to win the attention of investors and stakeholders Starting Your Own Business The bestselling guide to planning and building a successful enterprise The Small Business Start-up Workbook For full details, please send for a free copy of the latest catalogue to: How To Books Spring Hill House, Spring Hill Road, Begbroke Oxford OX5 1RX, United Kingdom infoVhowtobooks.co.uk www.howtobooks.co.uk Published by How To Content, A division of How To Books Ltd, Spring Hill House, Spring Hill Road, Begbroke, Oxford OX5 1RX, United Kingdom Tel: (01865) 375794 Fax: (01865) 379162 info@howtobooks.co.uk www.howtobooks.co.uk How To Books greatly reduce the carbon footprint of their books by sourcing their typesetting and printing in the UK All rights reserved No part of this work may be reproduced or stored in an information retrieval system (other than for purposes of review) without the express permission of the publisher in writing The right of Elizabeth White to be identified as the author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988 © 2008 Elizabeth White British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library First published 2008 First published in electronic form 2008 ISBN 978 84803 269 Cover design by Baseline Arts Ltd, Oxford Produced for How To Books by Deer Park Productions, Tavistock, Devon Typeset by TW Typesetting, Plymouth, Devon NOTE: The material contained in this book is set out in good faith for general guidance and no liability can be accepted for loss or expense incurred as a result of relying in particular circumstances on statements made in the book The laws and regulations are complex and liable to change, and readers should check the current position with the relevant authorities before making personal arrangements Contents Acknowledgements x Preface xiii What Type of Card Business? Finding your market What skills you need to run a greeting cards business? Types of card Card designer 10 Handmade Cards 12 What type of card? 12 How to begin 13 Finding inspiration 13 Tools 13 Materials and supplies 16 Mass-producing handmade cards 21 Printed Cards 23 Choosing the board 23 Types of printing 24 Special finishes 26 Pre-press 27 Printing 27 Finishing 29 Embossing 32 Finding a printer 33 v vi / STARTING AND RUNNING A GREETING CARDS BUSINESS Designing Cards 36 How to become a card designer 36 Finding a greeting cards company 37 How to submit work 38 The market 43 The money 45 Art and Photographic Cards 48 Selling to a large publisher 48 Producing original cards 49 Printing your own cards 50 Commercially produced photographs 51 Outlets for your work 51 Pricing 53 Top tips for art and photographic cards 54 Starting a Business 55 Types of business 55 You and the taxman 63 Insurance 65 Pensions 66 Health and Safety 66 Employment Law 67 Writing a Business Plan 68 Why write a business plan? 68 Getting help with writing your plan 69 Key points 71 Business plan outlines 71 Money Matters 83 How to finance your business 83 Opening a business bank account 87 CONTENTS / vii Finding an accountant 88 Cash flow 88 Controlling your finances 90 Pensions 93 Pricing and Paperwork Pricing 95 95 Understanding the card market 100 Paperwork 102 Terms of trading 103 10 Marketing 107 Identifying your customer 107 Market research 108 The competition 113 Test trading 114 Prepare a marketing plan 115 11 Presentation, Packaging and Display 118 Envelopes 118 The post 120 Labelling 120 Cello wrapping 121 Packing for delivery 123 Point of sale 123 Displaying cards 123 12 Getting publicity 126 What is public relations? 126 How to contact the press 127 Press releases 129 How to get publicity 133 viii / STARTING AND RUNNING A GREETING CARDS BUSINESS 13 Selling to Retailers 136 Selling to retailers yourself 137 Craft fairs and makers’ markets 140 Top tips for supplying retailers 140 Employing an agent 141 Using wholesalers and distribution companies 144 14 Craft Fairs and Markets 146 What are craft fairs? 146 How I start? 148 At the fair 152 After the fair 155 15 Selling at Trade Fairs 156 Which show? 157 How to apply 157 Your stand 158 Before you go 159 At the show 160 After the show 163 Building a brand 164 16 Alternative ways of selling 165 Selling by party plan 166 Renting shelf space 168 The internet 170 The wedding business 173 17 Selling Skills 176 Selling opportunities 176 Proper preparation 177 10 rules for successful selling 177 The elevator pitch 181 CONTENTS / ix Selling to professional buyers 181 Customer care 182 18 Networking 185 Types of networks 185 Attending an event 187 Top networking tips 188 Newsletters 189 Building a database 190 19 The Environment 191 Areas of concern 191 Board 192 Envelopes 192 Cello wrap 192 Surplus stock 193 Consumables 193 Transport 194 Labelling 194 20 Copyright and Licensing 197 Protecting your copyright 197 Registering a trademark 200 Licensing 201 Technical Terms 207 Fact File 211 Index 221 TECHNICAL TERMS / 209 Pantone A universal colour-matching code system to ensure continuity Litho The most common method of printing greeting cards PDF Portable document file: a universal file that can be opened on most systems Proof A sample of the card for you to look at to check the details Once the proof is approved it will be printed Registration marks When printing more than one colour these marks must be aligned to achieve a perfect image Reprographics The transfer of data from photographs or images into a format ready to print RIP Raster image processor: a computer system, either hardware or software, which converts digital files into the necessary dots ready to print Separation The process where colour images are separated into individual colours Tiff Tagged image file format: this is a dot format computer file, mainly used for photographs This page intentionally left blank Fact File UK TRADE FAIRS British Craft Trade Fair (BCTF) The main trade show for crafts and design-led goods in the UK When Where Contact Website April Yorkshire Showground, Harrogate PSM Tel 01273 833 884 www.bctf.co.uk Craft Hobby and Stitch International When Where Contact Website February National Exhibition Centre, Birmingham ICHF Tel 01425 272711 www.ichf.co.uk Design Edge When Where Contact Website September Sandown Park Exhibition Centre, Sandown, Surrey PSM Tel 01273 833884 www.bctf.co.uk 211 212 / STARTING AND RUNNING A GREETING CARDS BUSINESS Home and Gift A show which is very popular with northern buyers It has a good section for small card producers When Where Contact Website July The Exhibition Centre, Harrogate Clarion Retail Tel 0207 370 8843 www.clarionretail.co.uk The Museum & Heritage Show For those whose products are suited to this market When Where Contact Website May Earls Court Exhibition Centre, London Every Events Tel 01905 724734 www.museumsandheritage.com Select British Strongly supported by buyers in the south west When Where Contact Website June Westpoint Exhibition Centre, Exeter Select British Tel 01934 733433 www.selectbritish.co.uk FACT FILE / 213 Scottish International Trade Fair (SITF) The show inevitably has a Scottish flavour and attracts a lot of international buyers A second show is held in the Autumn When Where Contact Website January SECC Glasgow Clarion Retail Tel 0207 370 8843 www.clarionretail.co.uk Spring Fair (ISF) and Autumn Fair The Spring Fair is one of the largest fairs in Europe, and most of the major card companies exhibit To exhibit here is very expensive – good options are to join a group stand such as Focal Point or Design Gap When Where Contact Website Spring: February Autumn: September National Exhibition Centre, Birmingham emap TPS Tel 0207 8277 5800 www.springfair.com Top Drawer Pulse These shows are primarily for design-led gifts, fashion accessories and jewellery They attract a lot of overseas buyers When Where Contact Website Spring: January Pulse: June Autumn: September Earls Court Exhibition Centre, London Clarion Retail Tel 0207 370 8843 www.clarionretail.co.uk 214 / STARTING AND RUNNING A GREETING CARDS BUSINESS Torquay Fair One of a small number of regional fairs, this one serves the south west and is a good exhibition for those whose work supplies the tourist market When Where Contact Website January Riviera International Centre, Torquay Hale Events Tel 01803 206302 www.ercb.co.uk Wales Spring Fair Running alongside a gift fair, this is primarily for those producing in Wales When Where Contact Website January North Wales Conference Centre, Llandudno Wales Craft Council Tel 01938 555313 www.welshcraftscouncill.co.uk INTERNATIONAL FAIRS There are a huge number of international fairs It can be useful to look at what is happening in other countries – check out their websites and combine it with a holiday New York International Gift Fair This fair has a large section of craftworkers When Website January www.nyigf.com FACT FILE / 215 National Stationery Show Where Website New York www.nationalstationeryshow.com Ambiente Frankfurt The fair to visit in Europe for anyone interested in design When Website February 2007 www.uk.ambiente.messefranfurt.com Showcase, Dublin Has a large number of exhibitors sponsored by the Crafts Council of Ireland and is good for small card companies When Website January 2007 www.showcaseireland.com SUPPLIERS Board merchants Fedrigoni UK 18 Queensbridge Old Bedford Road, Rushmills Northampton NN4 7BF Tel 0845 0714408 www.Fedrigoni.co.uk 216 / STARTING AND RUNNING A GREETING CARDS BUSINESS GF Smith Lockwood Street, Hull HU2 OHL Tel 01482 323503 www.gfsmith.com Premier Paper Group Tel 0870 2250171 www.paper.co.uk Envelope suppliers Caledonian Envelopes Dryburgh House, Meikle Road, Livingston EH54 7DE Tel 01506 498300 www.caledonian-envelopes.com The Envelope Printing Co Unic C Centurion Way, Erith, Kent DA18 4AF Tel 020 83335353 www.envelope-printing.co.uk Cello-wrap Envelopes World of Envelopes Madison Commercial Ltd Unit A2 Knaves Beech Industrial Estate Loudwater Bucks HP10 9Qy Tel 01628 8100 www.worldofenvelopes.com FACT FILE / 217 Card stand suppliers 5eh Teale Group Kirklands Workshop, 43 Drummond Street, Mulhill Scotland PH5 2EN Tel 01764 684878 www.5eh.co.uk Luminati Unit One, Redlake Industrial Estate Bittaford, Ivybridge, Devon PL21 0EZ Tel 01752 698700 www.luminati.co.uk Card suppliers Graphicus Ltd Fountain’s Court, High Etherley, Bishop Auckland DL14 0LZ Tel 01388 834934 www.graphicus.co.uk Craft Creations Ingersoll House Delamere Road, Cheshunt Hertfordshire EN8 9HD Tel 01992 781900 www.craftcreations.com 218 / STARTING AND RUNNING A GREETING CARDS BUSINESS Kookykards Sadlers Hall Farm London Road, Basildon Essex SS13 2HD Tel 01268 569420 www.kookykards.co.uk Publications – Trade Progressive Greetings Max Publishing United House North Road London N7 9PD Tel 020 77006740 www.progressivegreetings.co.uk Greetings Today Lima Publishing Naishville Churchgates The Wilderness Berkhamstead Herts HP4 2UB Tel 01442 289930 Publications – Consumer Complete Cardmaking Practical Publishing International Limited Europa House, Adlington park, Macclesfield, Cheshire SK10 4NP Tel 0870 242 7038 www.practicalpublishing.co.uk FACT FILE / 219 Cardmaking & Papercraft Beautiful Cards Quick Cards Made Easy Origin Publishing Ltd 14th Floor Tower House Fairfax Street Bristol BS1 3DN Tel 0117 927 9009 This page intentionally left blank Index accountants, 70, 87 adhesives, 16 advertising, 117 agents, 136, 141 artist’s cards, assembled cards, awards, 133 banks, 70, 87 batch production, 22 birthday cards, 43 blank cards, 44 board, 23, 192 bookkeeping, 91 boxed cards, 119 branding, 164 break-even point, 90 brochures, 163 business plan, 68 Businesslink, 69 card, 17 card blanks, 17 card designer, 10, 36 card shops, 110 card stands, 124 cash flow, 88 cello wrapping, 121, 192 chalk inks, 18 civil partnerships, 9, 175 commissioned cards, competition, 113 Consumer Protection Act, 67 consumer survey, 109 co-operative, 59 copyright, 197 craft fairs, 110, 140, 146 credit, 91 customers, 107, 162, 182 database, 190 decorative papers, 18 delivery note, 102 design brief, 42 die cutting, 27 digital printing, 24 display stands, 123 distribution companies, 144 elevator pitch, 181 email, 10 embossing, 18, 26, 32 employment law, 67 Enterprise Agency, 70 envelopes, 118, 192 environment, 191 fees, 45 finance, 83 flitter, 26 221 222 / STARTING AND RUNNING A GREETING CARDS BUSINESS galleries, 51 garden centres, 52 general cards, 44 General Product Safety Regulations, 67 giclée printing, 51 grants, 86 greetings, 19 greeting card companies, 37 handfinished cards, handmade cards, handmade papers, 19 handpainted, health and safety, 66 inkpads, 19 insurance, 65 internet, 10, 170 invoices, 91, 103 jurying, 149 labelling, 120, 194 leaflets, 154 Learn Direct, 70 licensing, 201 limited company, 58 litho printing, 25 mail shot, 138 making a sale, 153, 165 market, 43 marketing, 115 markets, 148 market research, 108, 169 National Insurance, 64 networking, 185 newsletters, 189 occasions, 44 order forms, 102 overheads, 98 packing, 123 paperwork, 102 partnership, 56 part plan, 166 pensions, 93 photography, 8, 48 point of sale, 123 portfolio, 46 post, 120 prepress, 27 press release, 129, 135 pricing, 35, 53, 95 printed cards, 7, 10 printing, 50 profit and loss, 90 proofs, 34 pigment inks, 19 public relations, 126 punches, 20 ranges, 42 recycled paper, 20 retailers, 136 royalties, 203 rubber stamps, 20 Sale of Goods Act, 67 sale or return, 92, 101 INDEX / 223 selling pack, 138 selling skills, 176 shelf space, 168 social enterprise, 60 sole trader, 55 specialist shops, 52 sponges and cloths, 20 stamped cards, stamping inks, 21 stands (display), 151, 158 statements, 91 submitting work, 38 surplus stock, 193 tapes, 21 tax, 63 technical terms, 207 terms of trading, 103 test marketing, 114 theatre foyers, 52 thermography, 26 tools, 13 tourist attractions, 52 tourist information centres, 52 Trade Description Act, 67 trademarks, 200 trade shows, 40, 112, 136, 156 types of card, 4–10 VAT, 65 vellum, 21 verses, 37 website, 171 weddings, 173 wholesalers, 144 ... always had a special cachet and the same can be said of handmade cards Fortunately for makers of handmade cards there are people who are prepared to pay a little extra for something unique and very... intensive as handmade but commands a higher price than printed cards Printed cards To produce a range of printed cards you will need a substantial amount of capital Retailers will want a large enough... available You can start a business with very little capital by making handmade cards in the spare room and selling at craft fairs On the other hand having ranges of cards printed and employing agents