7 tips for growing your craft business in 2021

In Partnership With

ByFrancesca Glass

2 February 2021

Emerging makers on the importance of business planning and how to get started

In Partnership With

Francesca Glass

2 February 2021

The last few months have been a rough ride to say the least, with small and independent businesses being some of the hardest hit. Taking time for yourself is key (and we highly recommend it) but now is a good time to think about the future of your business.

Whether you’re starting out or looking to expand, a business plan is an important and helpful tool for guiding decisions and reflecting on what’s working and what’s not. Hit the ground running with 7 pearls of shiny wisdom from emerging makers who took part in our Hothouse programme last year. Our bank of resources and year planner tool can follow - but heed the first top tip from maker Faye Hall: ‘you don’t have to do it all at once!’

Hothouse was a programme for emerging makers that the Crafts Council ran from 2010 - 2020. The last year of the Hothouse programme combined elements of a new Crafting Business programme – a partnership initiative with Creative Europe.

In 2021 the Crafts Council will be running a Crafting Business programme from March 2021.

Lidded pot from the Sosban & The Old Butchers collection by Chloe Bell

Begin with mapping

‘As creative makers we have lots of skills and sometimes it’s useful to be open and think outside of the box, when things do not go in the direction we intended.’ Dawn Bache.

Before you get going with your business plan proper, start by mapping ideas with a few specific questions in mind: who are you and what does your business offer? What sets you apart? Who are you selling to? Spend time on these and keep coming back to them until they feel right – this deliberation will help you later!

Mind mapping is also useful at this stage. Put your core business idea in the middle of a big old piece of paper and let the ideas flow – they key is to let go. These might be words or pictures and will allow you to connect ideas and plans. Rip off the plaster and get writing/drawing.

Reach your goals with step-by-step planning

‘It took me a long two months to compile my business plan, however, I realise how vital it will be in keeping me focused on my objectives and how I am going to achieve them. Going through the financials is a reality check, but essential to building the action plans which drive your art practice forward.’ Alison Brown.

The steps of a business plan will look different for everyone, but setting both short and long-term goals will allow you to focus on specific tasks and their outcomes, and increase your drive to complete them. This could take a few days or a few months – don't rush it. A few ideas to cover might be:

Your assets and advantages for consumers
Your audience – dig deep with market research and competitor analysis
Your finances (see next tip)
Trends or industry changes that might affect your business
How you will sell your work
Who you will work with

The best bit? That sweet dopamine-infused confidence boost that comes with ticking off your list. Read more about creating a business plan.

I began to see myself as a businesswoman.
Nikole Tursi

Nikole Tursi

Understand your finances and the value of time

‘Work made using slow processes like natural dyeing and hand weaving take time so it’s important to understand costing and pricing really well. Know how long it takes to produce each piece of work.’ Lizzie Kimbley.

Break down your finances - the cost of your labour, marketing, shipping, rent, every expense you can think of – to understand where you might be falling short. However reluctant you may be, Excel will be your friend here. And as Chloe Bell says, “it doesn't have to be terrifying. Don't expect to absorb financial information in one go but process it over several weeks/months.” You’ll also reduce Excel time…

Be flexible… but organised!

“By drawing up a business plan, I now have a flexible road map for getting there, if a bit more slowly than I had hoped at the start of the year.” Janine Partington

Your plan may take longer than you think and identify gaps in your skill set (finances, we're looking at you). Both are okay and can be useful – make note of sticking points and give them love. The pandemic has highlighted our ability and power to adapt – remember this when faced with setbacks or unexpected changes.

But don’t let flexibility undermine your organisation: “even though the world is becoming an even stranger place, retain prompt professionalism and keep on top of tasks and emails” says Jack Durling.

Francisca Onumah at work
Brooch by Francisca Onumah

Keep your vision, mission and values in mind

“The programme made me realise how important it is to have a vision and how significant your values are when it comes to making decisions for the directions for your practice to take.” Francisca Onumah.

After you’ve thought about the what, why and how of your goals, you can start to dream big. Imagine your business in 5, 15, or 55 years’ time, and create a vision statement based on these ideas. From here you can craft a mission statement, briefly outlining how you’ll get there.

Business training

“All of that jargon about smart goals, swots and SEO’s now make more sense to me and allow me to move forward in a more focused and coherent way. Your identity as a maker may not be what you think it is. Start-up business training will help you clarify what you really want and what you are good at.” Dawn Bache

Business training can be useful when planning your business model and is an important part of taking your practice to the next level. Training will help you strengthen skills, acquire knowledge, develop a critical lens and meet likeminded people.

Liz Ramsey says it best: ‘In spite of unprecedented challenges, taking this Crafting Business journey with other creatives has given me valuable insights into other ways of working, created a group of diverse makers who will offer help, constructive criticism and practical advice, and formed creative friendships with people who may challenge me but will still be willing me to succeed.’ Liz Ramsey

Handwoven scarf by Dawn Bache
Handwoven cushions by Dawn Bache

Most importantly: be yourself

“Don't compare yourself to others in your field or your peer group. We are all from different backgrounds. You have your voice and your timeline.” Chloe Bell.

Like all good self-reflection, business planning is not about changing yourself to meet anyone else’s needs but building on your rock-solid foundation and maximising your potential. Go get ‘em tiger.

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