"Jack of all trades, master of none, but oftentimes better than a master of one". While we make no claim to be "masters" of board games, we also believe we can dip our toes in other areas and succeed. As we prepare to embark on our latest adventure of Launching a Sticker Shop (click here to read the original announcement) we wanted to share some things we've picked up along the way in preparing for "Launch Day". 

Research, Research, Research

To find the right answers, you have to ask the right questions. While we have experience launching board games through Kickstarter (Over $1M raised across 4 Campaigns in 6 Years), the world of stickers is an entirely different beast. And while there isn't a ton of content out there, we did come across a YouTube Channel from Tim Koa, who runs a sticker shop and does a great job breaking down the process. 3 weeks and 33 videos later, we now feel comfortable enough to move forward, though we're certain many mistakes will be made along the way. 

Deciding On Your Niche

Who and What? Who is this shop for and what is special about you? In a world saturated with sticker shops, trying to stand out can be difficult. While some shops try to be a one-stop-sticker-shop to try and attract the largest possible audience, this can lead to viewing your product more like a commodity. In contrast, by picking a niche, you can build a strong relatable brand that helps you better connect and grow with your audience. For us, we are opting for the latter - leaning heavily into our existing audience of board gamers, foodies, bibliophiles, and fans of silly puns. We feel we have a knack for making people smile (or roll their eyes), and intend to lean heavily into that. Is our shop for everyone? Absolutely not - and that's a good thing! We've learned this the hard way in board game publishing that we can't satisfy everyone, and quite frankly not every game is for every person. It is our responsibility to curate our content and our audience so that expectations are aligned and people have a positive experience.

Deciding On Your Platform

While you can do both, deciding where you plan to launch can make or break your business. Generally (at least within the US), there are 2 primary ways to sell your product online - via Etsy or Shopify (or any private eCommerce platform). Both platforms have their pros and cons, but here's a list of areas to consider:

For us, because we already have both a pre-existing audience and a store through Shopify, launching there felt like a no brainer. However, if we were starting from scratch we would recommend starting with Etsy as that's where the current traffic is. Do you ever wonder why mattress stores are all bunched together - because that's where the shoppers already looking for a mattress are most likely going to be. Per Printify, "Despite their simplicity, custom stickers and sticker packs are one of Etsy’s top-selling categories. With over 96.2 million active buyers, the marketplace is a great place to start a sticker business." That being said, if you do decide to launch through Etsy it's important to continue to build out your own mailing list or you may become overdependent on Etsy and their ever-evolving algorithm.

Deciding On Your Process

Once you establish who, what and how you are going to sell your wares, the next question should be how - How are you going to design, print and mail your stickers? When it comes to the actual design of the stickers - there are free options and there are paid options - and what you choose is largely based on your budget and skill level. For us, we have a graphic designer on retainer so we haven't given this part much thought - perhaps that can be something for a future guest post. What we have thought about, is how we plan to make the physical product. 

Option 1: Outsource to a Sticker Printer

With over a dozen choices to pick from (Sticker Mule, StickerApp, Sticker Ninja, Sticker Junkie, Vinyl Disorder and Printify to name a few) all you have to do us upload your art, select the finish, and gauge the demand. The pros to this method is it takes A LOT of the work out of your hands, but you will end up paying more and are often required to buy stickers in bulk (most places have 25 or 50 minimums). And whilst that minimum may not seem like much, if you are launching with 20 unique designs, you can quickly find yourself with hundreds if not thousands of stickers in dead inventory. That being said, the start-up cost is actually lower as you don't have to invest in any specialized equipment.

Option 2: DIY Print & Cut At Home

Just like it sounds, this involves purchasing a printer, vinyl sticker paper and a good pair of scissors (or you can splurge for a Cricut). The benefits of this model is you can effectively print on demand and offer a wider selection of stickers since you don't have to worry about minimums. You also don't have to wait for deliveries (though most shops take about 5-10 days) and you can make adjustments quickly. However, trying to scale a DIY business can be difficult as you will always be limited by your own time.

Deciding On Your Launch Specials

This last step isn't universal, but given our experience with Kickstarter we know how important your Launch Day can be. Will you offer a discount, a freebie, exclusive content or something else? The key is to "incentivize" your audience to not just show up to your store, but show up to your store early and willing to contribute. For us, our approach will be 3-pronged:

Stick More = Save More

Discounts up to 25% on larger orders (3+, 5+ or 10+ Stickers)

Free Worldwide Shipping

Free Shipping Domestically and Internationally

Exclusive Freebie

Limited Edition Gap Closer Games Holographic Sticker - Free w/ Any Purchase of $5+

Sustaining and growing your sticker shop requires continuous creativity and adaptation to the market. Regularly updating your inventory with fresh designs, responding to customer feedback, and experimenting with new marketing strategies will keep your shop dynamic and appealing. By staying committed to your craft and connecting with your customers, your sticker shop can grow into a thriving business. As for us, we'll keep sticking to the fundamentals and trust the process.

The heart of man plans his way, but the Lord establishes his steps. - Proverbs 16:9