Small Business School: Competition or Collaboration?
One of the most common concerns among creators is the feeling of market "oversaturation." It can be discouraging to see many others selling similar products—be it T-shirts, mugs, tumblers, or stickers. However, just because the crafting community is growing doesn’t mean the market is too crowded. In fact, the increased popularity of cutting machines and crafting as a business has opened up more opportunities to connect with customers, not fewer.
The Key Difference: YOU What truly sets your business apart from others isn't just your products—it's YOU. Your unique style, creativity, and brand personality make a huge difference. For example, Nike, Adidas, and New Balance all sell shoes, yet each has its own following because they appeal to different tastes. Similarly, every customer has their own style, and they’ll be drawn to products that resonate with them on a personal level. This is very much the case for your craft business too!
Why Competition Is Actually a Good Thing
Seeing other creators succeed with similar products can feel overwhelming, but remember this: competition is a sign of demand. If you see others selling similar items, it shows there's a market for those products. The key is to find your niche within that market by showcasing what makes your work distinct. Maybe it's your unique design style, your ability to customize, or your attention to quality and detail. Highlighting these aspects will attract customers who value what only you can offer.
Collaboration Over Competition
One of the lessons I always teach my kids is, “don’t yuck someone’s yum.” Just because someone else is offering a similar product doesn't mean there's no room for both of you. Over the years, I’ve found that collaborating with other creators in the same space can be a powerful way to expand your reach. Here’s why:
Organic Audience Growth: When you collaborate, whether through social media takeovers, co-hosted giveaways, or joint projects, you introduce your work to a new audience. Plus, the authenticity of a collaboration makes it more engaging for followers.
Celebrate Different Styles: Even if another creator sells similar products, their style and approach will be different. By teaming up, you can showcase how diverse and versatile your craft can be, making it more exciting for customers.
Fun and Creativity: Collaborations can be a fun way to create something new. When you mix styles and ideas, the result is often something fresh and innovative, which helps both parties stand out.
Ways to Collaborate and Stand Out
Here are a few ideas to get you started:
Social Media Takeovers: Allow another creator to post on your social media for a day, sharing their own projects or demonstrating how they use your products. This exposes your audience to new ideas and vice versa.
Co-Hosted Giveaways or Contests: Partner with a similar business to run a contest. This helps increase engagement and attract followers who are genuinely interested in your niche. Plus, who doesn’t love a giveaway?
Influencer Partnerships: Collaborating with smaller influencers is a great way to introduce your brand to a targeted audience. Consider organizing a “Craft n’ Chat” live session where you and an influencer can chat, create, and share tips with viewers. It’s a relaxed, engaging way to showcase your products while building a sense of community.
Unique Product Launches: Work with another creator to design a limited edition item. For instance, if you specialize in T-shirts, partner with someone who makes stickers to create a coordinating set. This kind of cross-product collaboration can help both businesses.
Finding Your Unique Voice
The key to succeeding in a busy market is to find your own voice. Think about what makes your products special. Maybe it’s your eye for color, your hand-drawn designs, or your ability to create custom, personalized pieces. Emphasize these qualities in your branding, marketing, and product descriptions. Let your passion and personality shine through.
Remember, the market isn’t too crowded for you—it’s just waiting for your unique contribution.
