You’ve decided to open your own business and are interested in custom stationery. However, you’re unsure how to get started and want to check if the sector is still profitable in this digital era. Despite the decline of some stationery products, there’s an adapting and booming industry to take advantage of. This article will explain generally how to start a stationery business, from fulfillment to marketing. You’ll also learn which stationery areas are trending and how to make the most of them with the help of Printify and Print on Demand.
Overview of the Stationery Industry:
The industry sells paper-related goods such as greeting cards, thank-you notes, invitations, gift-wrapping paper, wedding planners, and calendars. Stationery shops may also offer office supplies such as paper, envelopes, and gifts.
This kind of business usually specializes in one or more of these areas:
- Weddings-related stationery, including invites, menus, or place cards.
- A broad range of commercial-related items, from notebooks and calendars to art prints.
- Designing personal branded items, including greeting cards.
Understand if It’s Right for You:
Although the stationery industry has strong digital competitors, there’s been a shift inside the market. Digital stationery grew in popularity during the pandemic. Some areas, like the wedding industry, have a comeback and are projected to reach a whopping $103.5 billion by 2033.
You can outsource your printing and work with POD partners or set up your printing equipment. Acquiring high-quality printers, computers, and specialty paper will have considerable costs. Outsourcing has a low startup cost and provides you time to focus on the design and marketing processes.
Start your stationery business with the Seven easy steps below:
Start With Selecting a Niche:
A niche includes your specialty and target audience. It’s impossible to reach everybody and deliver all kinds of stationery with the same perfection, so focusing on a niche is fundamental to success. According to your preferences and skills, decide whether you want to specialize in wedding, personal, or commercial stationery. Weddings or personal stationery could be your best choice if you prefer working directly with clients.
Once you’ve defined this, start looking for your ideal customer. Ask yourself what they enjoy, which social network they frequent, and what motivates them to spend money. Also, consider where they live and how broad your geographical reach will be. Use every available tool to refine your niche, such as Google Trends, marketplace analytics, Amazon, Google, Bing, and all social networks.
Create a Business Plan:
A business plan is a guideline featuring goals, strategies, and timelines. Writing one helps small businesses succeed by clarifying the approach for gaining customers and gathering actionable data. During planning, you’ll establish whether special business licenses, documents, additional funding, or bank loans are needed. Write a traditional financial plan if you intend to receive financing. Describe the business in detail and include financial projections and needs.
If you’re developing a small and flexible business while learning on the go, consider a lean business plan. Include only critical data, such as unique selling propositions, revenue streams, and partners. All business plans require factoring in ongoing costs, such as renting office space and daily operational expenses. They should also include one-time and variable business expenses like hiring a designer.
Register Your Business:
Registering a business varies depending on the country and state. Consider your objectives and what kind of liability exposure you’re willing to take. Usually, a new company would apply as an individual entrepreneur under a sole proprietorship. Some companies, like ZenBusiness, assist in registering LLCs and declaring taxes. Check our Help Center for FAQs about taxes worldwide. For your stationery entrepreneurship, remember to create a business credit card and bank account separate from your assets.
Acquiring business or general liability insurance is highly recommended, especially if you need to keep flammable inventory. For companies with employees, business insurance is mandatory by law. Most banks provide insurance plans so that you may find this at the same institution as your business bank account. Or look into other insurance companies, including Hiscox, Liberty Mutual, or State Farm. Check with your local council to see if an additional license or permit is required to operate in the city or state.
Create a Brand Identity:
It’s time to think about branding your company. Consider your new stationery business name, logo, visual identity, and tone of voice—all these elements should be cohesive. Remember that your name and identity must reflect the type of stationery you offer. Start with some market research and see how other brands position themselves. Look for similar services, check where your competitors sell, which language and tone of voice they use, their visual identity, and prices. Observe customer reviews and check what they like, dislike, and what they’re searching for. Consider these factors when positioning your brand favorably.
Pick a business name that reflects your brand. Ideally, it should be short, easy to spell and remember, but unique—use a name generator if necessary. Apply the same name when purchasing an internet domain and creating your website—check the availability on DomainWheel or Namecheap. Consider hiring a designer to develop your visual identity and create a logo. Programs like Printify Experts provide a broad range of professionals for various budgets. You can also trademark your stationery business name and other elements you want to protect.
Choose Products to Design:
Printify offers a dedicated section for stationery accessories where you can select and design products from scratch. Check suitable products for your target audience, including posters, postcards, greeting cards, journals and notebooks, napkins, calendars, and holiday cards. Once you’ve chosen your product, select a Print Provider, and click Start Designing to customize it using the beginner-friendly Mockup Generator. You can upload designs and logos from your computer, Dropbox, or Google Drive folders or create something new using the Text Editor, Shutterstock integration, and Pattern Tool.
Store images in your Printify account to reuse them on other products, keeping consistency and speeding up the creation process. Preview your custom stationery product and make adjustments if necessary, then click Save product. Check and adjust profit margins and prices. Edit the descriptions and, if possible, apply keywords related to your target market. Click Publish, and the product will synchronize with your integrated online store.
Decide on Your Setup and Where to Sell:
There are three ways to run your stationery company – work from a physical location, hybrid, or manage the business online.
- Holding facilities for printing and managing the business comes with hefty costs relating to rent, hiring a management team, and business insurance. However, if managed productively, owning the appropriate equipment could save on printing costs in the long run. This approach faces stiff competition since digital and third-party services replace many production methods. Note that a traditionally run stationery company can quickly become obsolete and lose money due to the perks offered by POD.
- A hybrid approach means keeping a small office to run the business with minimal staff or alone while executing most of the work online. Still, ongoing expenses with rent, office equipment, and human resources may apply, making the business less competitive and profitable.
- Running your stationery businesses online is less expensive than holding physical facilities. It can be managed from anywhere and has a broader reach, where client meetings can occur online or in person.
This online approach works best with POD. Most costs involve creating and managing your website, along with additional software and plugins. Even if you start with other user-friendly platforms, consider eventually switching to a WordPress+WooCommerce-based website. Its professionalism, consistency, and ownership could benefit your stationery business in the long run.
Develop a Marketing Plan:
Plan your marketing strategy carefully to achieve visibility and attract customers. Start by knowing your audience and the channels they use. Invest in an omnichannel marketing strategy to provide your customers with a smooth journey. Pay special attention to these modern marketing strategies to take your stationery business to the next level:
1. Content marketing and SEO:
To drive traffic to your page, invest in optimized, quality content – whether a standalone website or a page in marketplaces for increased visibility. SEO starts with keyword research. Using tools like Google Trends, search for terms related to your target market—for instance, wedding stationery business vs. wedding invitations. Observe the results, frequency of searches, locations, and related terms. This example shows low searches for the wedding stationery business—wedding invitations attract more queries, so these keywords should be prominent on your website.
2. Social media platforms:
Use the social media platform frequented by potential customers for free marketing. For example, Etsy has an affinity with Pinterest to reach an art-oriented audience. Or, to reach a younger demographic, try Instagram. Use your online presence to nurture relationships and promote your brand. Combine educational and promotional materials, publish consistently, and maintain your brand’s tone of voice. Interact with users, answer queries, and create interest groups related to your products to deepen your brand relationship with customers and benefit from feedback.
3. Digital advertising:
Create targeted advertisements with networks like Google AdSense or Media.net. These ads showcase your products and services in search engines and social media. Sponsored content is available on social networks like Facebook, Instagram, and YouTube, as well as on marketplaces like Etsy and eBay. Ads are customized depending on the audience.
4. Affiliate and influencer marketing:
This strategy leverages the reach of well-succeeded individuals on the internet. Find partners and influencers and start an affiliate marketing strategy with services like Awin, ClickBank, or Commission Junction Affiliate. The affiliate will insert a unique link that directs users to your website. When someone clicks on that link, hires your services, or buys your products, you’ll pay a percentage back to them.
5. Email marketing:
This method lets you send marketing materials, promotions, and seasonal campaigns to educate customers about your products and services. Obtain email addresses from social media, websites, and traditional paper lists. Always ask for consent when adding customers to the list and provide subscriber benefits, such as eBooks and coupon codes.
Conclusion:
You’ve now learned how to start a stationery business from scratch, including fulfilling products with no startup costs, adapting the company to the digital age, and marketing your brand. Now, it’s up to you to create your own business and enjoy the freedom of being in control of your time.
Read also: How To Start An Art Supply Store? A Comprehensive Guide.
