Quilter's business doubles within three years thanks to membership
Rebecca Bryan is a quilter, author, and entrepreneur who is the creator of Bryan House Quilts. Rebecca Bryan has revolutionized the world of materials by creating a distinctive fabric line as well as a thread assortment, all while teaching in-person quilting workshops.
In the beginning of her career, she was searching for an easier way to help her family as well as make time to pursue her passion for art. Learn more about the ways in which switching to an online subscription-based membership gave Rebecca the financial success and the peace of mind that she was looking for.
Why did you decide to enter the world of knowledge-based commerce?
My business in quilting began when I published my first book, Modern Rainbow Quilts. Then, I started traveling to give classes at guilds and quilt shows around the United States. Then, I expanded my classes with the launch of my book 2: Modern Triangle Quilts.
Then, my husband took a new job, which moved our family with children who were in school into the Netherlands. Living overseas made it unrealistic for us to return to the US to teach in person!
I had been contemplating offering my workshops online. However, this change was just the push I was looking for.
What was the very first digital product that you launched? What was the reason you chose it?
The first time I began my journey, I decided to start the first of my workshops that I taught from the Contemporary Triangle Quilts book, "Design Improv using Triangles". The workshop will instruct the student through a series of hands-on tasks that result in them making their very own Modern Triangle quilt blocks. This class was chosen because it was the first time I had taught my latest book, and I was able to see the extent to which an online workshop can go when compared to a three-hour or six-hour workshop in person. (See my Equilateral Sampler Quilt, pictured at Rockport, Mass.)
Can you share more about the performance of your workshops that came with a one-time transaction?
I truly enjoyed the entire experience of digital in my classroom with my students. For one, I found it completely surprising how much I enjoyed instructing on camera as well as via Zoom. It is impossible to overstate how (painfully!) camera shy I used to be. However, stepping up with my students made me feel so happy. In addition, I came to get to know them as we got to know each other even though it was a virtual. It was delightful!
Then, I started offering more online courses beginning with a year-long project of the year program. Quilting is a process that we call these "Blocks of the Months": each month, we make an entirely new set of quilt blocks. At the time of year's end, we stitch all of blocks of quilt together to complete our quilt. Woohoo! (See Rainbow Remix, my 2018 BOM.)
Why did you decide to create a subscription-based product?
The number of my "Block of the Month" programmes grew from three to, I realized I could provide my students with more value and support by housing all my "Modern Triangle" projects within one club. In the month of March in 2020 I officially opened the doors to the "Make Modern Triangles", the official club to help quilters design, make, and finish blocks that are blockbuster contemporary triangle quilts.
Within the club, participants are able to choose the exact projects they would like to create and they enjoy guidance and assistance from me as they strive by the desire to "bust their blocks" through working with like-minded quilts from around the world. The "Triangle Chatter" community is amazing! Everyday I am completely amazed over by the work and photos that shared by our members.
What was the way your customers feel about your subscription?
Favorably, I'd say!
The Block of the Month products are a lot of fun to create from my perspective as the teacher. But, the entire experience is truly a part of the community. The anticipation for the next step as the piles of blocks multiply; the feeling of commiseration whenever something doesn't go as planned The satisfaction of having completed each stage and shouting "ta da!" together! It's all amazing and all an element of the camaraderie that shared by all of us as part of a larger community.
What did you learn from starting your subscription that you take to heart running your company today?
Oh, my. The biggest lesson I discovered, on my own that I make an excessive amount of work for myself. This is why I'm always searching for ways to simplify.
When I began my company, one my main goals was being financially able to provide for my family's support without the need to find the "real" occupation. I started at the age of four when my kids were just babies, with the goal that my earnings would grow to be comparable to that of a "real" work.
I had a dream of creating a business where I could work maybe 25% of my day working on my computer and all the crafting time in my sewing room.
However, as someone who loves to teach it was easy for me to get lost in making every quilt I ever made and creating a product that was based on it. As you can imagine, that gave me a lot of work! And that actually took me out of my sewing area and from my goals.
For simplicity, I now focus (mostly!) on my membership and reducing everything down into essentially one offering.
What impact did starting a subscription based product have for your company?
By simplifying and focusing on building my membership, my income has grown by a third in the last three years (thanks for those sweet, sweet analytics!). My goal has been achieved to build a business which can provide for my family and one where I'm not chained to my laptop: I'm able to work from home and produce artwork.
I am so much less stressed. I'm happy about the product I'm offering my clients. I enjoywatching my members' creations. Also, I'm more free. I'm at ease. This peace of mind clears my mind. While it's not perfect I know what I'm building, how to improve it and can anticipate how it will grow and develop within the next couple of years.
With my membership, there's so much less stress. In the majority of cases I have a clear picture of my business' earnings in the current year. It doesn't bother me that I need to educate myself on everything new I'm working on or design a brand new product for sale. My focus is on providing amazing content and connection for my friends and family members, while also making my own work. In addition, I'm at all times and be flexible enough to take charge of my loved ones.
What helped you get these results?
My aim was always about simplifying, which is why this made the most sense. It's so simple for a business online to become complicated in a short time. offers simplification, and I'm here for it. Everything I need is in it, and, apart from some other programs (from the before times when I did not use ) I use only.
What suggestions would you provide anyone else looking to begin a subscription-based company?
You should be able to push yourself hard in your "Beta" version and then keep your version "Beta" for longer than you think that you have to. I wished I'd kept mine in beta mode longer. Based on your experience, identify what works, do more of that. Spend time and energy polishing and perfecting what's effective. Be simple, and remain in the forefront of simpleness. Start your test right now. The more time you put off, the more complicated it is!