Today, I'm sharing a case study and an analysis that I originally shared with our LABS members.

The reason I'm doing this is, one of the most valuable things that we can do as a product-based business owner is look outside of our industry for inspiration, ideas, and new ways of thinking about our own business.

When we study how other industries structure their revenue models, how they build community or how they create demand for their products, we really start to see new and fresh opportunities that we can adapt in our own way for our own business.

In this episode, we're looking at Athletic Brewing Company and how they doubled their D2C subscription sales in 2025 by positioning their membership as a VIP lifestyle experience rather than a discount program. It's a simple shift, but a strategic one.

It really sparked two ideas that I think you can use: One will be for your D2C sales ecosystem, and one is for your wholesale channel.

We will walk through what Athletic Brewing Company got right, why their approach works, and how you can apply versions of this inside of your own business in a way that again fits your particular audience, your product line, margins, and, of course, your capacity.

If you want to see more case studies like this, real examples from outside of the consumer gift world, and you want to see how we break them down into actionable insights and ideas for your product brand, this is exactly the type of work we do inside of Proof to Product LABS every single week.

This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/422

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

On today's episode, we are digging into the financial side of running a creative product business and I've invited someone that I deeply trust with both my personal and business finances.

It's Mary Beth Storjahan from Allora Wealth. Mary Beth and I have worked together since 2016 and she has guided my husband and I through everything from financial planning for the family to long-term business strategy.

She's one of the few financial planners and advisors who really understands how intertwined your life and your business become when you are a small business owner.

Her approach to "whole life wealth," is exactly what so many founders need. It's a practical framework for building stability today while also setting yourself up for future security. In this conversation, we're going to get into real, actionable steps that you should be taking before the end of the year.

These are things that can save you money come tax time and also support your long-term financial health. We will talk about blind spots that she sees most often with creative entrepreneurs and why getting clear on your enough number can change how you plan and make decisions. Now, if you want to finish the year on solid financial footing and also set yourself up for success in the future, this episode is going to be incredibly useful for you.

Before we get into today's conversation, if you are serious about growing your product-based business, you need to be inside of Proof to Product LABS. LABS is where creative product brands go for coaching and strategies, community and accountability that actually move the needle.

We're talking stronger sales, better systems, smarter marketing, and a clearer plan for profit. If you are ready to stop guessing and start really growing with proven guidance, then come join us in LABS.

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/421

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

I know you are deep in preparation for Black Friday, Cyber Monday, and the Q4 holiday sales season. So I want to make this a real quick episode, but I want to make it tactical and actionable for you.

I want to talk about setting your holiday shipping deadline and where you should be updating your website to reflect the shipping deadlines. This is something we're talking about in depth in our LABS program.

If you're looking for further support in your business, check out our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/420

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

One of the things we've been talking about in our LABS program is Q4 sales strategies because we are heading into the holiday season which as you know, is one of the busiest times of year for product-based business owners.

Today, I want to talk about one really powerful marketing strategy that often gets overlooked, but it's a good way to help drive sales for Q4.

That strategy is being your own gift guide.

I think there's a misconception for smaller product brands that big media or working with influencers on their product roundups is the only way to get more eyes on your products. While yes, these are good options and you can and should be pitching yourself to these opportunities, getting placement in larger media isn't the only way to shine a spotlight on your product.

In fact, you can create your own gift guide experience and you can do this on your website, through your email list, across wholesale and retail channels.

It's all done in the name of making it easier for your customers to purchase from you. So I'm going to walk you through how to do this, including how to set up your gift guide collections on Faire and Shopify, how to create emails that highlight those products, and how you can collaborate with other like-minded brands to expand your reach of your gift guide and perhaps share theirs too.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

GET FREE ACCESS

You can view full show notes and more at http://prooftoproduct.com/419

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Friends, you know that I am all about simplifying and systematizing your business, but I'm also about taking risks and experimenting within your business.

When we run these experiments, sometimes we have to adjust our thinking and our normal processes to make it happen.

That's what we're talking about today: taking risks, experimenting, and releasing a new product category during an off-cycle season.

Today's interview is with Alyson O'Connor of Rust Belt Love.

Frankly, it's your permission slip to lean into the things that you're excited about, even when it doesn't feel like the timing is right.

Alyson is an Advisory Board member, and I invited her on today because she recently launched a brand new tabletop collection. Think paper placemats, napkin rings, and table tents. These products are available now, just in time for the holiday season.

We talk about where her inspiration for this collection came from, what it took to get this product to market, and the logistics of quickly launching. We talk about the easy things and the more difficult parts of this process, and the perks of her having manufacturing in-house. We talked a lot about her manufacturing processes and how this has changed over her 15-year career in this business.

So if you're just getting started, this is going to be really enlightening for you to hear how they've done things both in-house and also outsourced.

Alyson also reflects in this episode on her 15 years in business, the evolving landscape of wholesale, the pricing and margin challenges that are unique to this season, and the importance of staying agile, especially during uncertain times like we're in right now.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

GET FREE ACCESS

You can view full show notes and more at http://prooftoproduct.com/418

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Today, we're talking about getting your website ready for the biggest sales season of the year Q4.

I know this time of year can feel super hectic. Between prepping for holiday markets and promotions, fulfilling orders, and managing inventory, the last thing you want to do is lose sales because of a preventable website issue or overlooking something that you hadn't really been paying attention to. So today, I'm walking you through a quick checklist to make sure that your online store is buttoned up and ready to handle the traffic and the sales, and any last-minute shoppers that are headed your way.

Before we jump in, I wanted to let you know that our LABS community just got a major glow-up. We switched platforms and have some major upgrades coming to the program. More community connections with businesses at a similar level. More support from industry experts, plus experimentations and case studies, so that you can truly see what is working for other product-based business owners and how to apply similar strategies to your business.

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/417

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

According to Experian, Black Friday 2025 spending in the US is predicted to reach over $12 billion in online sales alone, and global spending is forecasted to be between $80 and $82 billion.

That's a lot of money.

Despite consumer caution and economic pressures here in the United States, this represents an 8 to 10% increase over last year. 2024's Black Friday buying season totaled almost $11 billion.

Why am I sharing these stats with you? Because Q4 is a critical sales season for product-based business owners and we want you to be prepared. Jessica Totillo Coster of eCommerce Badassery is back on the podcast today, and we are talking about Black Friday/Cyber Monday sales strategies. Specifically, what's working, what we want you to avoid, and why we insist that you keep your sales strategy as simple as possible.

Today's episode is brought to you by our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/416

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

I'm going to give a little tough love: some of you are new to selling wholesale, and it shows. I am seeing a lot of people using direct-to-consumer strategies when they're launching their wholesale program and then feeling frustrated when the orders don't come in.

Here's the thing: it's not your products that aren't a great fit for them, and you're not doing anything wrong.

It's that wholesale and retail are completely different business models, and they require different strategies, timelines, and messaging.

Today on the podcast, I'm breaking down the key differences between selling retail and selling wholesale, what each one of these things means, and how the buying process is different.

Understanding this will completely change how you approach your sales and marketing for both revenue streams.

Today's episode is brought to you by our Is Wholesale Right for You private podcast! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business. After listening to this audio series (in less than an hour), two things will be true. You'll know whether you want to pursue wholesale for your product business, and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today!

SIGN UP

You can view full show notes and more at http://prooftoproduct.com/415

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp