Doer of the Week: Abigail Barnes

What were you doing, careerwise, when you decided to create your own business? 
I had been a stay-at-home-graphic-designing-mom for nine years.

When did you start your business?
Paper & Cake printable partyware was officially launched in November 2008.

When did you know that you could really make a go of this?
This January, it finally dawned on me that this crazy idea was really taking off!

How did you turn your idea into a business plan?
Honestly, my business plan started with a blank piece of paper and has evolved (with many incarnations) into what I work with today. It did take a while to come up with a solid set of goals based on a downloadable product that did not exist. Today, the Paper & Cake "roadmap to the future" works with three main goals: creativity, sustainability, and affordability.

What inspired you to do this?
I have had a bit of an obsession for design and typography ever since college. I worked in the graphic-design industry for many years, having few opportunities to design for my own aesthetic. When you have a corporate client with a specific need and a specific message, the design needs to reflect that, usually leaving no room for things like cutting-edge abstract hand lettering.

When it became time to plan my daughter's first birthday party, I realized that "designing" a party was exactly the outlet I needed. I had always enjoyed entertaining, but this was different -- I could use my creative abilities (and my computer) to apply a theme to a wide range of paper items to decorate with. With only two children of my own to plan parties for, I had the time and energy to offer my designs worldwide.

What was your start-up cost? How did you get the money, and what did you use it for?
Thankfully I already had all the software and hardware necessary, so start-up cost me nothing but (a lot of) my time.

 
What was the biggest obstacle?
I would say the biggest obstacle has been the marketing of it all. How do you market a product no one is looking for? When I first started out, people looked at me like I was crazy when I talked about being able to print your party decorations at home. ("How do you print out napkins and plates?") It has only been within the past year that printable partyware has become (slightly more) mainstream and accessible. 

Did your friends and family support your dream? 
Everyone has been so supportive. My friends and family shout printable partyware from the rooftops! My kids are so patient and helpful -- even when I need them for a photo shoot. I have to give special props to my husband of 15 years: He listens, encourages, validates, stands behind me, and even comes up with supercreative ideas for my next party collection. (Yes, he is the man behind the "Lemonade Party.")

How did you maintain your confidence when doors were closed in your face, when people didn't get it, or said "no"?
This is certainly a business of superhigh highs and bottom-of-the-barrel lows. So, when things are not going my way, I absolutely rely on the support of my friends and family. They have been behind me with every step.

How long did it take you to get everything off the ground?
From the time I decided to create my line of printable partyware to offering the very first collection was about a month. I earned my first dollar on Etsy.com four days after opening my shop.

How long did it take for your business to become profitable?
The business has always been profitable, because there is zero overhead. Now ask me how long it has taken to get a paycheck!

What's the hardest part of what you do?
Business-y stuff. It's not any fun, and there are no polka dots to speak of.

What's the most fun part of what you do? 
Creating! I have the most fun designing birthday parties.

Where do you work from? 
I have a home office. It's a pretty good size, until you add the kids and all their toys.

Do you have employees?
Nope -- not on the payroll, anyway.

How have you been using social media to grow your business?
Social media is obviously the key to any online business. I've been blogging for more than three years, using Facebook for two, and reluctantly tweeting for a year. Not only does it move you up the Google food chain, it puts a face to your business, which is something I look for when shopping online. Social Media has also connected me to other creative people in my field from around the world -- not something that would have easily happened were it not for blogs and Facebook. 

Do you have entrepreneurial role models? What's so inspiring about them?
Did I mention I'm in love with Martha Stewart? The empire that she created is astounding! And when I look at how diverse the Martha Stewart brand is, it inspires me to look differently at the future of my brand.

How did you learn and acquire the skills you use to make your business successful? How do you continue to grow and learn?
Before Paper & Cake, I never had a business bone in my body. Over the course of the last two years, I have done more research and picked more brains than I care to admit. Tax accountants, public relations firms -- you name it, I've taken notes about it.

What's the best piece of business advice you ever received?
My friend Brenda gives me business advice on a daily basis -- things I would never even dream of! But one thing she said that echoes in my head is "the 50,000-foot view." I have found it to be so important, especially when I am completely immersed in the creative, to stop and look at my goal again and again.

If you had it to do over again, what, if anything, would you do differently?
There are certainly a few glitches and mistakes that have come up in the past two years, but I feel like the little bumps have caused me to offer a better product in the end. 

What is your favorite product that you offer?
I'm in love with the Dinosaur Dig Printable Birthday Party -- it makes me want to be a kid again. 

What is your best-selling item?
This past December, the Holiday Printable Photo Booth Props sold like hotcakes! But, in general, kids' birthday collections are very popular.

What advice would you give to Dreamers who haven't become Doers yet?
Can you imagine yourself earning a living not at "just a job" but in doing something you absolutely love? Then you have to take that chance!

Keep up with Abigail Barnes and Paper & Cake

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