Table of Contents

Introduction

Chapter 1: Getting Started

• The Big Decision
• Joining the Community
• Helping Others
• Primitive Twig
• The History of Crafts
• Business Start-up
• The Growing Crafts of Economy
• Tamarack
• The Road Ahead
• America's First Lady, Hillary Rodham Clinton
• Beginner's Checklist
• Office Checklist

Chapter 2: Business Basics

• Your Business Plan
• Writing Your Plan
• Rick Faulkner--Barrick Design
• Outline for Your Business Plan's Table of Contents
• Patents and Copyrights: Uses in Crafts
• Methods of Payment
• US Patents and Copyrights Made Easy
• Credit and Collections
• Liztech--Jill Elizabeth and Scott MacLaren
• The Value of the Uncollected Bill
• Credit Collection--Tips from Steve Rosen
• Approximate Cost for the Service
• Guy MacDonald--Merchant Services
• Collections Approach
• Credit Application Form
• Steve's Red Flags of Credi Risks
• Six Steps to Choosing a Lawyer and an Accountant
• Finding the Right Professional
• Nine Questions to Ask Yourself about Your Lawyer or Accountant
• Choosing a Computer System for Your Business
• Creating a Database
• The Incredible Internet
• Computer Resources
• Business Software Programs at a Glance
• Working with the Worldwide Web
• A Typical Website
• Ten Rules for Sources on the Web
• Start-Up Costs

Chapter 3: Your Customer

• Who is Your Customer?
• Tune in to Your Customers
• Courtney and Lee Peterson--Courtney Designs
• The New Collector
• Trends and Forecasting
• Retail Client Information
• Eight Trends for Today
• Trend Resources
• Ten Ways to find New Directions for Your Work
• Donna Milstein--Hanson Galleries

Chapter 4: Product Development

• The Relationship Between You and Your Work
• Product Value
• Barry Leader--Raintree Carvings
• Psychological Aspects of Product Value
• What Adds Value?
• Sandra Magsamen--Table Tiles
• Offering the Retailer Customized Products--Alexander Thomas
• The Task of Product Design
• Evaluating a New Product
• Gary Rosenthal--Judaica
• The Creative Curve
• Finding New Markets
• Tome Torrens--Torrens Design
• Monika Turtle--Fashion Market

Chapter 5: Pricing

• Pricing
• Thomas Mann--Thomas Mann Designs
• Clarksville Pottery and Galleries
• Profitable (& Expanding) Categories for Clarksville Pottery
• My Pricing Policy
• Formula for Pricing
• Overhead Costs Form
• Selling Costs Form

Chapter 6: Networking

• How Networking Benefits You
• Newsgroups and E-news
• Sergio Lub--On-Approval Co-Op
• The Mill Centre--A Model Community For Artisans
• The Craft Emergency Relief Fund
• Linda Kaye-Moses--Social Action

Chapter 7: Your Image

• Designing Dynamic Promotional Materials
• Ray Tracey--Tracey Ltd.
• The Elements of a Good Press Release
• Targeting the Right Publications and Writers
• Sample Press Release
• Press Kit as a Marketing Tool
• Resource Suggestions
• Getting Attention from the Media
• Press Information Management
• Publicity Worksheet
• Designing a PR Campaign
• The Value of Newsletters
• Scheduling Publicity for an Event
• Direct Mail
• Bradley Cross--Harmony Hollow Bellworks
• Hang Tag Tips
• The Benefit of Postcards
• Advertising WORKS!
• Creating a Brochure
• Your PR and Marketing Needs

Chapter 8: Retail Craft Fairs

• Applying to a Craft Show
• Displays and Exhibits--FB Fogg: Advice from an Artist
• Top US Shows & Festivals
• What You Need to Know about Juried Shows
• Submitting, Organizing & Storing Your Slides
• Photographic Tips
• Alan Revere--A Veteran Judge of Juried Shows Gives the Scoop
• The Jury Process--Rick Faulkner
• A Few Tips for Jury Slides
• Finding Retail Shows that Meet Your Needs
• Where to Find Craft Fairs
• The Pros and Cons of Craft Fairs
• What's a Good Jury Slide?
• Photography Agreement
• What to Pack for a Show
• Before Applying to a Show
• Are You Making Money
• Chapter 9 -Trade Shows
• Pre-Show Planning
• Selecting a Show
• Effective Exhibits
• Booth Display--Thomas Roy Markusen
• Specialized Fairs--Barbara Sexton Designs
• Advance Planning
• Art of Selling--Bruce Baker
• Trade Show Promotion
• Display Companies
• Mar & David Marcotte & Greg Geyer
• Trade Show Selling
• Selling Sidelights
• Superbuyer

Chapter 10: Gallery Relationships

• Getting to Know Retailers
• Arthur and Donna Grohe--Signature Stores, Inc.
• Signature Looks For
• Types of Galleries and Shops
• Laura Kauffman--The Art Resource, Inc.
• The Art of the Deal
• How to Live with Exclusivity Policies
• Other Retail Customers
• Artifax--Stephen & Patricia Swan
• Some Criteria for Exclusivity
• Customer Survey--Phil Jurus
• Getting to Know Museums
• Tips from a Top 10 Retailer
• Lynn Allinger and Gary Stam--Craft Company No. 6
• Customer Service
• Outline of Understanding

Chapter 11: Family Business

• Crafts: A Business to Keep in the Family
• Keys to Combining Family and Business
• Kyle McKeown Mansfield--Kyle Design
• Spouses and the Craft Professional
• Children and the Craft Professional
• Wayne Reynolds and Caryn Fried--Living the Dream
• Artist-Friendsly Places to Live
• The Clay Pot--Bob, Sally and Tara Silberberg
• The Last Word
• Top Art Cities USA

Chapter 12: Resources