Quilter doubles business within three years thanks to membership
Rebecca Bryan is a quilter, author, and entrepreneur in the company behind Bryan House Quilts. She's revolutionized the materials world with a unique fabric line and thread selection, while offering in-person workshops on quilting.
When she began her adventure seeking an easier way to help her family and make the time for her work. Learn more about the ways in which switching to an online subscription membership brought Rebecca the financial stability and peace of mind she was looking for.
The reason you decided to enter the world of knowledge-based commerce?
My quilting business started by publishing my very first book Contemporary Rainbow Quilts. Then, I started teaching at guilds and quilt shows throughout in the United States. Then, I expanded my classes with the launch of my second book Modern Triangle Quilts.
After that, my husband got his new job and moved our family with children who were in school into the Netherlands. Living overseas made it unrealistic for us to return to the US for a classroom visit!
I had been contemplating offering my workshops online, but this move gave me the boost I needed.
What was the first digital product you introduced? What was the reason you chose it?
When I first started, I chose to launch one of my workshops taught from the Contemporary Triangle Quilts book, "Design Improv using Triangles". In the workshop, I lead the participant through a set of hands-on exercises resulting in them designing their very personal Modern Triangle quilt blocks. This class was chosen because it featured my most recent book, and I was able to see how much more in depth an online class can be as compared to a traditional three-hour or six-hour workshop in person. (See the Equilateral Sampler Quiltthat I exhibited at Rockport, Mass.)
Could you provide more information on the results of your workshop that was a only one transaction?
I really enjoyed the whole experience of digital with my students. First, I was pleasantly surprised. it completely surprising how much I enjoyed instructing on camera as well as via Zoom. I can't overstate the extent to which I was (painfully!) camera-phobic I used to have been, but stepping out on camera for my students felt so rewarding. Plus, I got to know my students as we had a time of fellowship, regardless of whether it was on camera. All of it was enjoyable!
So, I began to offer more online workshops that began with a plan for the entire year. When we quilt, we refer to these "Blocks of the Month" Every month, we make a new set of quilt blocks and then at the close of the year we join all the blocks to finish our quilt. Woohoo! (See Rainbow Remix, my 2018 BOM.)
What inspired you to create a subscription-based product?
When my collection of "Block of the Month" programs increased to three, I realized I could give my students more benefit and assistance by bringing all my "Modern Triangle" initiatives in one membership. Therefore, in the month of March in 2020 I officially opened the doors to the "Make Modern Triangles", the official club for helping quilters create, make, and finish blockbuster modern triangle quilts.
In the group, members are able to choose the exact project they want to make They also get guidance and assistance from me as they strive to "bust their blocks" through working with like-minded quilters from all over the world. The "Triangle Chatter" community is an absolute delight! Everyday, I'm completely blown away by the project and progress photos the members post.
How did your audience feel about your subscription?
Favorably, I'd say!
These Block of the Month products are such fun programs to create in my role as a teacher. The whole process is truly a part of the community. The anticipation for the next step as the piles of blocks multiply; the feeling of commiseration whenever something doesn't go as planned and the joy of finishing each stage and the joy of saying "ta da!" together! It's all amazing and all part of the bond we all experience together, as a community.
What have you learned when you signed up for your monthly subscription? What lessons can you apply to your company today?
Oh boy. One of the most important lessons I've have learned the hard way that I make way too much tasks for myself. Therefore, I'm always looking for ways to simplify.
When I first started my company, one my primary goals was to be financially able to provide for the support of my family without having to go get a "real" work. I began when my four kids were babies with the hope of increasing my income so that it could the same level as a "real" work.
I had a dream of creating an enterprise where I could do at least 25% of my day working on my computer and the rest of my time creating in my sewing room.
As a person of great imagination who loves to teach, I'd get sidetracked by taking everything quilt I created and creating a book to sell it. You can imagine that this gave me lots of work to do! This actually led me from my sewing space and from my goal.
In order to keep things simple to keep it simple, I am now focusing (mostly!) on my membership and reducing everything down into essentially one service.
What effect did launching a subscription based product have for your company?
By simplifying and focusing on the development of my network, my company has doubled for the past 3 years (thanks for the sweet, sweet analytics!). I've achieved my dream of building a business that can support my family and one where I'm not chained to my computer. I'm able to work from home and create artwork.
I'm so much less stressed. I am happy with my product that I'm giving my members. I enjoywatching my members' work. Also, I'm more free. I'm secure. This peace of mind clears up my bandwidth. Although it's not perfect, I am aware of what I'm creating as well as how I can make it better and see how it will grow and develop in the next few years.
With my membership, there's less pressure. In the majority of cases I can see my company's revenue in the current year. It doesn't bother me that I need to educate myself on the latest thing I'm working on or create a new product to sell. It's easy to focus on providing amazing material and connections to my friends and family members, while also developing for myself. Plus, I can be at all times and be flexible enough to take care of my loved ones.
What helped you get these results?
My aim was and always will be simplicity, and this has made total sense. It's so easy for businesses online to become complex in just a few minutes. This tool simplifies things and I am here for it. Everything I need is in , and with the exception of some other programs (from the past when I did not use ) I use only.
What advice would you give an individual who is looking to start a subscription based business?
Get a lot of work into your "Beta" version and keep your version "Beta" for a more time than you think you need to. I wished I'd kept mine in beta mode longer. Based on your experience, identify what works, continue to do that. Then, spend hours and effort polishing and perfecting what's effective. Be simple, and remain in the forefront of simpleness. Begin with your beta now; the longer you wait, the more complicated the process is!