$0-$100k in 10 Months with The Crafty DIYer | EP 178

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“Pivot does not mean failure. It actually means strength..” - Denise Parkes

Is your business struggling right now? Is it time to make a pivot, but you find yourself paralyzed with fear? I’ve got exactly what you need. 

In this episode, we’re talking with Denise Parkes of The Crafty DIYer. Denise and I know each other well. She’s a member of Launch Your Box, Scale Your Box, and my Elevate Mastermind. As one of my Mastermind Ladies, I get to see Denise in person 3 times a year! Her strength and the story of the last year in her business inspire me and the other members of our Mastermind. It will inspire you, too. 

Getting Inspired During Subscription Box Week  

Denise is an artist and a crafter. She is passionate about teaching others to enjoy crafting. Denise serves mainly women over the age of 60 and, by going LIVE six days a week for a long time, had built up a devoted following. 

When Denise learned about me and my annual Subscription Box Week, she joined right away. During that week, Denise got to know me and my teaching style as well as what she could expect inside Launch Your Box. But it wasn’t until she saw an interview with Launch Your Box, Scale Your Box, and Mastermind member Tracey that she got really excited. Tracey crafts with paper napkins – just like Denise. Tracey serves an audience of women crafters and wanna-be crafters – just like Denise. And Tracey had built a huge business that included subscription boxes and memberships. 

Launching Her Subscription Box to 120 Subscribers!  

Denise was convinced a subscription box was the right next step for her. She actually launched during Subscription Box Week (remember she already had a large audience) and got 120 subscribers! 

Denise’s subscription box grew quickly and soon she needed to rent warehouse space to handle inventory and fulfillment. But all was not well inside Denise’s business. Denise and her business reside in Canada where shipping costs are prohibitive. She simply couldn’t afford to ship to her largely US based subscribers, or even those in her own country. Shipping costs were eating up all of her profits. 

Denise was also dealing with health issues and found herself stressed and unhappy. Her business in its current form was no longer serving her. 

She knew she still needed to make an income, but couldn’t go on as she was. For a time, Denise felt like giving up. 

But Denise isn’t someone who gives up. She’s someone who gets back up and figures things out. And during our September 2023 Mastermind Retreat, she did just that. There is power in being in a room with other smart, like-minded businesswomen who want the best for you. 

Starting from Scratch with a Digital Subscription

Denise realized the way forward was with printables – no shipping required! She’d had a super successful printable lead magnet in place to grow her list and further proved the viability of her idea by selling one-off printables. When she was able to get out of her warehouse lease, Denise felt able to start from scratch again… even though doing so was scary. 

Starting from scratch for Denise meant “doing everything Sarah teaches.” 

• Building her list
• Driving traffic to her website
• Putting effective lead magnets out there 

In September 2023, right after she returned from the Mastermind, Denise sold off her remaining physical stock and started her printable membership almost immediately. 

Denise creates artwork digitally that members can either frame as is or use to craft with her, creating any number of decor items with them. 

Pivoting Was the Way Forward… and the Way to $100K

The Digital Print Clubhouse launch was a big success – 150 subscribers big. And it has continued to grow. Denise now has more than 400 subscribers and celebrated hitting 6-figures only 10 months after making this major pivot. 

What can you learn from Denise’s story? 

She knew she had to make a change. Letting go of the original subscription box was painful because Denise doesn’t give up. It took a bit of time, but Denise recognized her business in its current form wasn’t working and she was willing to change. 

So what’s different now? 

• Less stress
• More joy 
• Nothing to pack and ship
• More time and energy to create 

Denise talks about the importance of being around women who support and understand her – like the ones found inside Launch Your Box. She also reminds us of the importance of not worrying about what anyone else thinks and resisting the urge to compare yourself to anyone else. 

Pivoting was necessary for Denise’s business to survive. And now she’s not only surviving, she’s thriving… and celebrating hitting six-figures in less than a year! 

Join me for this episode as Denise and I talk about realizing when it's time to pivot, working through the fear, and coming out stronger… oh, and reaching six-figures in revenue in less than a year! 

Find and follow Denise: 

• Crafty DIYer on Facebook 
• Crafty DIYer on Instagram
• Crafty DIYer Website