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Ask Jane Applegate
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September 6, 1999: 2:27 p.m. ET
What can a woman do to make money from home while she is pregnant?
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NEW YORK (CNNfn) - Dear Jane: My sister is looking for something she can do at home to make money while she's pregnant. She likes making crafts. Any suggestions?
With Americans spending more time and money tending to home and hearth, the craft business is booming. In fact, catalog companies and retail stores are constantly looking for unique craft items to offer their customers.
One way to grow a craft business is to sell items to a bigger company. For example, Gooseberry Patch, a Delaware, Ohio-based catalog company, deals with nearly 100 craft vendors who make everything from tin cookie cutters and ornaments to spice-filled mug coasters.
Most of the vendors I interviewed said they started selling a few items at craft fairs and bazaars. Next, they started selling items wholesale to gift shops. If they had a big hit, they contacted catalog companies.
If your sister likes to work with her hands, she should do some simple market research by attending local craft fairs and bazaars. The best way to find out what items are popular on the craft fair circuit is go shopping. Hand-dipped candles, dried flower wreaths, decorated boxes and handmade greeting cards are perennial bestsellers.
When she's out wandering around the fairs, she should chat with as many vendors as possible to find out more about how they operate their business. Most people who make and sell crafts tend to be friendly.
There are definitely trends in the crafts world. This year, items featuring frogs and insects and anything designed to decorate decks and patios are the hot items for spring, according to JoAnn Martin, co-founder of Gooseberry Patch. JoAnn and her neighbor, Vickie Hutchins, began making country crafts on their kitchen tables about 14 years ago. Today, they sell about 400 mostly handmade items via five million catalogs shipped each year to customers from Ohio to Osaka, Japan.
Alice Bachman, owner of Alice's Cottage in Hagerstown, Md., sells a variety of handmade goods to Gooseberry Patch and through her own wholesale catalog. She has 16 employees and about 100 freelance seamstresses making sachets, potholders and decorated towels, among other items.
If you want to check out the Gooseberry Patch catalog call (800) 854-6673 or visit their Web site at: www.gooseberrypatch.com.
Dear Jane: I'm starting a home-based human resources consulting and training practice. I've made several community contacts: chamber of commerce, small business development center, etc. My question is should my initial contact with potential clients be by mail, by telephone or in person?
I would suggest a combination of the three marketing methods, since scheduling face-to-face meetings takes an enormous amount of time and money.
First, put together a mailing list with the names, titles and addresses of everyone you would like to contact. Use a good database software program or a contact management software like Act! or Goldmine.
Be sure to ask all the business people you know for names and referrals. You want to reach as many people as possible with your mailing.
Next, draft a personalized letter introducing yourself and describing exactly what kind of services you plan to provide. If you've done similar work in a corporate setting or for other clients, be sure to detail your expertise. Print the letter on a fine letterhead with your company logo. This is not the time to scrimp on printing and paper.
I would suggest a letter vs. a brochure because it's cheaper and can be more effective, at least until your company is well established.
Close your letter by saying you will follow up with a telephone call in a few days. Then, they will be expecting to hear from you and it isn't a "cold call."
When you do call, introduce yourself, refresh the person's memory and try to set up a face-to-face meeting with the decision-maker.
The challenge for all consultants is to get past the gatekeeper to the person who has the authority to hire outside help. If you can't seem to get past the secretary or assistant, try calling very early in the morning, or after 5:30 p.m. when most assistants go home. You might also ask to be put directly into the person's voice mail to leave a private message.
Be persistent, but not obnoxious. If you have someone willing to call on your behalf and make a referral, try that.
Another way to raise your profile in the community is to be quoted as an expert in the local business newspaper. If you feel comfortable speaking about a trend or new employment law, call the paper and ask to speak to a reporter covering human resources issues.
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