Quilter doubles business within three years thanks to membership
Rebecca Bryan is a quilter, author, and entrepreneur behind Bryan House Quilts. Rebecca has revolutionized the industry of fabrics with a unique fabric line and thread collection while also teaching in-person quilting workshops.
At the start of her adventure and search for an easier way to help her family while also making time to pursue her passion for art. Learn more about how changing to an online subscription membership brought Rebecca the financial prosperity and the peace of mind that she sought.
What made you choose to get involved in knowledge commerce?
The beginning of my quilting career began when I published my very first book Modern Rainbow Quilts. After that, I began traveling to give classes at quilt shows and guilds across all over the United States. 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 four children of school age over in the Netherlands. Living overseas made it unrealistic to travel back to the US to teach in person!
I'd thought about hosting my classes online. However, this change was just the push I needed.
What was the very first digital service you released? What made you decide to launch it?
At the time I started my journey, I chose to launch the first of my workshops that I that I taught using my Modern Triangle Quilts book, "Design Improv using Triangles". In the workshop, I lead the participant through a series of hands-on activities that lead to them creating their very individual Modern Triangle quilt blocks. This class was chosen because it included my most recent book and I realized the extent to which an online workshop can go in comparison to a 3-hour or six-hour live workshop. (See my Equilateral Sampler quilt, which is pictured in Rockport, Mass.)
Can you share more on the results of your workshop that was a the one-time purchase?
I thoroughly enjoyed my entire online experience I had for my students. First, I was pleasantly surprised. it completely surprising the amount of fun I had teaching on camera and via Zoom. I cannot overstate how incredibly (painfully!) camera-phobic I used to have been, but stepping out in front of my students' cameras felt so rewarding. In addition, I came to meet my students while we had a time of fellowship even though it was virtual. All of it was delightful!
So, I began offering more online courses that began with a plan of the year program. When we quilt, we refer to these "Blocks of the Months" Every month we create an entirely new set of quilt blocks. At the end of the year, we join all blocks of quilt together to complete our quilt. Woohoo! (See Rainbow Remix, my 2018 BOM.)
What inspired you to launch a subscription product?
The number of my "Block of the Month" programs grew to three at a time, I was able to offer my students greater value and support by housing all my "Modern Triangle" initiatives in one membership. So in March of 2020, I officially opened the doors for "Make Modern Triangles" Official club to help quilters design the, design, and make blocks that are blockbuster contemporary triangle quilts.
Within the club, participants are able to choose the exact projects they would like to create They also get my guidance and advice as they strive by the desire to "bust those blocks" as they work together in a community of like-minded quilters around the globe. The "Triangle Chatter" community is amazing! Everyday, I'm blown over by the work and progress photos the members post.
What did your target audience respond to your newsletter?
Favorably, I'd say!
These Block of the Month products are a lot of fun to put together from my perspective as the educator. The whole process will be a lot more enjoyable in the community; the anticipation of the next stage and watching piles of blocks increase; the remorse when something goes wrong and the joy of finishing every step, and then the joy of saying "ta da!" together! It's all amazing and all part of the bond we all experience together, as a group.
What did you learn about your subscription, which you can apply to your own business?
Oh my. The most valuable lesson I've learned, the hard way was that I do way too much work for myself. So, I'm constantly looking at ways to reduce my workload.
When I started my business, one of my goals was to be financially able to provide for my family's support and not have to look for an "real" occupation. My first venture was at the age of four when my kids were infants with the hopes of growing my income to the same level as a "real" job.
I wanted to create an online business that would allow me to work maybe 25% of my day on the computer, and spend the rest of my time creating in my sewing room.
As a person of great imagination who is passionate about teaching it was easy for me to get lost in using every quilt I'd designed and then creating a new product to sell it. As you can imagine, I had a ton of work! This actually led me away from my sewing area and from my goals.
To keep it simple To keep things simple, I'm now focused (mostly!) on my membership. I've pared the entire thing down to a single offering.
What impact did starting the subscription-based service in your business?
By simplifying and focusing on the development of my membership, my income has increased by 50% over the last three years (thanks for those sweet analysis!). I've achieved my dream of building a business that can support my family as well as one that is one in which I'm not chained to my computer: I'm able to work from home and create art.
I am so much less stressed. I feel great about what I'm offering my members. I lovewatching my members' work. And I have more time. I feel at ease. This peace of mind clears up my bandwidth. It's not perfect, but I know what I'm building and how I can improve it and can anticipate the growth and development coming in the next few 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 the latest thing I'm working on or develop a product to sell. My focus is on creating amazing material and connections to my followers, but also making my own work. Plus, I can be active and flexible in taking good care for my children.
How did help you achieve the results you wanted?
My objective was and always will be simplicity, and this has made total sense. It's so simple for a business online to get complicated real quick. This tool simplifies things and I am here for it. Everything I need is in , and apart from the other tools (from the before times when I did not use ) I have a strict use of.
What suggestions would you provide an individual who is looking to launch a subscription-based business?
Lean hard into the "Beta" version and then keep the version "Beta" for a more time than you think you need to. I wished I'd kept mine in beta mode longer. In your beta, discover what works, take it further. Then, spend time and energy polishing and perfecting the things that are successful. Keep it simple and stay laser focused on simpleness. Start your test right now. The longer you wait longer, the more complex the experience is!