Quilter's business doubles within three years thanks to membership
Rebecca Bryan is a quilter writer, author, and business owner in the company behind Bryan House Quilts. Rebecca Bryan has revolutionized the world of materials with a unique fabric line and thread collection while also giving in-person classes in quilting.
At the start of her journey and search for a better way to support her family and make the time for her work. Learn more about the ways in which the switch to an online subscription-based membership brought Rebecca the financial stability and peace of mind she wanted.
What made you choose to jump into knowledge commerce?
My quilting business started by publishing my first book Modern Rainbow Quilts. Then, I started traveling to give classes at quilt shows and guilds around the United States. I continued to grow my classes with the launch of my second book, Modern Triangle Quilts.
Then, my husband took an opportunity to work in a different location, and moved our family with children who were in school into the Netherlands. Living overseas made it unrealistic returning to the US for a classroom visit!
I had been contemplating hosting my classes online. However, this change was just the push I required.
What was your first digital product that you launched? What was the reason you chose it?
The first time I began my journey, I decided to start one of my workshops that I taught using the Contemporary Triangle Quilts book, "Design Improv using Triangles". In the workshop, I lead the participant through a series of interactive activities that lead to them creating their very personal Modern Triangle quilt blocks. I chose this class because it was the first time I had taught my latest book and I recognized the extent to which an online class can be as compared to a traditional three-hour or six-hour in person workshop. (See my Equilateral Sampler quilt, which is pictured on display in Rockport, Mass.)
Could you provide more information about the performance of your training sessions that were part of only one transaction?
I thoroughly enjoyed my entire digital experience with my students. One thing I noticed was that it completely surprising how much I enjoyed working with cameras and using Zoom. It is impossible to overstate how (painfully!) camera shy I used to have been, but stepping out with my students was so satisfying. Plus, I got to get to know them as we spent time together, regardless of whether it was on camera. It was enjoyable!
So, I began to offer more online workshops that began with a plan for the entire year. In quilting, we call these "Blocks of the Month" Every month, we design a new set of quilt blocks. Then, at the end of the year, we join all the quilt blocks together for a complete quilt. Woohoo! (See Rainbow Remix, my 2018 BOM.)
What inspired you to offer a subscription based product?
When my collection of "Block of the Month" programs grew to three and I realized that I could give my students more value and support by housing the entirety of my "Modern Triangle" projects in one membership. In march of 2019, I officially opened the doors of "Make Modern Triangles", the official club that assists quilters to design the, design, and make blocks that are blockbuster contemporary triangle quilts.
In the group, members can choose exactly what project they want to make and they enjoy instruction and support from myself, and stay motivated by the desire to "bust those blocks" by working together within a group of similar quilts from around the world. It's amazing "Triangle Chatter" community is amazing! Everyday, I'm blown away by the project and the progress pictures our members share.
What did your target audience feel about your subscription?
Favorably, I'd say!
The Block of the Month products make for a great fun program to create in my role as a instructor. The whole process really comes to life inside the community. The anticipation for the next challenge as the piles of blocks increase; the remorse whenever something doesn't go as planned The satisfaction of having completed every step, and then saying "ta da!" together! This is all wonderful and an element of the camaraderie that which we share as a community.
What lessons did you take away from starting your subscription that you take to heart running your company today?
Oh, my. The biggest lesson I learned, the hard way that I make an excessive amount of work for myself. Therefore, I'm always looking at ways to reduce my workload.
When I began my own business, one of my goals was to be able to contribute to the family support without having to go get an "real" occupation. I started when my four kids were babies with the hope of growing my income to match that of said "real" occupation.
I wanted to create an enterprise where I could work maybe 25% of my day on the computer, and spend the rest of my time creating in my sewing room.
However, as someone who is passionate about teaching it was easy for me to get lost in making every quilt I ever created and creating a book to sell it. It's not hard to imagine this gave me lots of work! This actually led me away from my sewing space and from my goals.
In order to keep things simple, I now focus (mostly!) on my membership. I've pared all of my offerings into one service.
What effects did the introduction of an online subscription service have on your business?
In focusing and simplifying my approach to creating my membership, my business has grown by a third in the last three years (thanks for the sweet analysis!). I've met my goal of building a business that can support my family, and also one in which I'm not tied to my computer: I'm able to work from home and produce art.
I'm so more relaxed. I'm happy about the product I'm offering my clients. I lovewatching my members create. And I have more time. I am secure. This peace of mind clears my time. Although it's not perfect, I am aware of what I'm creating and how I can improve it and can anticipate the growth and development coming over the coming years.
My membership has brought me no stress. Most of the time I have a clear picture of my business' revenue per year. And I don't feel like I'm required to present all the new things I'm developing or create a new product to sell. It's easy to focus on creating amazing material and connections to my followers, but also making my own work. In addition, I'm active and flexible in taking charge for my children.
What helped you get these results?
My aim was always about simplifying, which is why this made the most sense. It's so simple for a business online to become complex in just a few minutes. It's a way to simplify things, and I'm here for it. All I require is included in this program, aside from the other tools (from the before times when I wasn't using ) I have a strict use of.
What tips would you offer someone else who wants to begin a subscription-based business?
Get a lot of work into the "Beta" version and then keep your version "Beta" for a more time than you think that you have to. I wished I'd kept mine in beta mode longer. Based on your experience, identify the things that work, and take it further. Then, spend time and energy polishing and perfecting what's successful. Stay simple and laser focused on simplicities. Begin with your first beta today; the longer you wait, the more complicated the process gets!