Graphic Designer Laura Wentzel on Setting Achievable Goals and Measuring Success

Growing up, Laura loved the outdoors. So when it was time to start her own stationery and graphic design business, she etched her love of nature right into her business name — Bears Eat Berries.

Her business began with a request for a custom wedding invitation and a used letterpress four years ago. Now, Laura is running a stationary shop online *and* using her design skills to create custom, unique branding for a variety of small businesses and creative professionals.

We chatted with Laura about goal setting, how she figured out her pricing and what has *most* surprised her so far about life as a self-employed professional.

Name: Laura Wentzel

Business: Bears Eat Berries Design + Illustration

Started: November 2011

How did you create your awesome job?

Awhile back, I was working full-time as an in-house graphic designer, but I didn’t feel challenged creatively because I had to adhere to the organization’s branding rules. I could only design in two fonts, a handful of colors and very little else. 

I started doing freelance design gigs in my spare time, initially finding my clients only through word-of-mouth. I loved working in a project-based format with a variety of clients, so I knew setting up my own business was the right move for me.

My early clients ordered wedding invitations and custom stationery from me, and it allowed me to stretch my illustration muscles again. I rediscovered my love for whimsical and graphic illustration, and that led to opening  my Etsy shop and selling greeting cards online with my stationery illustrations. 

Now, I also take on branding for small businesses and creative entrepreneurs. If it’s a new business, they usually need a logo, color palette, font schemes and an overall aesthetic. I work with them to create a cohesive brand that’s carried throughout the business.

When did you know your business was going to work?

I still don’t know if this is going to work! 

It’s hard to measure success. I set small goals and I strive to make them bigger each time I achieve a goal. 

Some of my most memorable successes so far happened when I reached 100 sales on Etsy and when I was first featured on a major blog. I think it’s when I got my first wholesale account for a retail store that I *really* felt like I had made it — at least in a small way. The company approached me through Etsy. Then I felt like I was an official business.

Who was your very first customer?

My first customer was actually my sister. She wanted me to design letterpress wedding invitations from scratch. I’ve always loved letterpress printing and this was a good chance to try it out.

I bought a little old press that I found through a bunch of Google searches — four years ago, it wasn’t as easy to find printing presses for sale as it is today! I found mine through another printer who lived a state away, so I drove there one day and picked it up. I had no idea if it was a good press or not, but I took a chance. 

Through that experience, I learned how to print and loved the process. It’s what prompted me to strike out on my own. I’ve upgraded to a bigger press now so that I can serve more clients.

What has been the biggest surprise so far after starting your own business?

I was surprised at how much perseverance I had. I knew nothing about printmaking or using a printing press, and I taught myself how to print over hundreds and hundreds of hours. I stayed up through the night, crying, even skipping meals — but I never gave up. 

I never thought to quit, and it really surprised me. I figured I must really like having my own business. I didn’t know I had it in me.

How do you price your products and graphic design services?

For the ready-made stationery on Etsy and wholesale products I sell, I need to be competitive in the market. 

First, I looked at what people were selling similar items for in retail stores, on Etsy and on their own websites. I also checked the difference in prices between letterpress cards versus regular cards. 

For the wholesale accounts, I did research online, figured out the general going rate, then determined how much volume wholesale customers expect. Customers expect a certain price range when buying greeting cards. The most important thing is that my material costs are low, so I can still make a profit.

With my graphic design services, it’s trickier. I'm learning that it's hard to set an hourly rate! I found some forms online that help me calculate a rate that works for me. The forms take into consideration the cost of my working space and utility bills, then guide me to a general rate. 

I also learned that I have to take into account all of my daily tools and extra expenses, such as my computer, design software, website hosting, phone, working space and taxes. 

Ultimately, I have to decide what my time and work are worth. I have to charge enough and stick to that rate when clients want less. I found the  Graphic Artist's Guild Handbook of Pricing and Ethical Guidelines to be a really useful resource.

If you could go back in time, what’s the one thing you would do differently when starting your business?

I wouldn’t be afraid to take financial risks. It didn’t take much financially to start my own business, but I wish I wouldn’t have been so afraid to spend money on it. I feel like I missed out on some opportunities that would have benefitted my business in the long run. 

For example, I’d have attended design conferences and makers conferences sooner. It would have meant paying exhibition fees, travel expenses and the cost of shipping my materials, but I see now the networking opportunities from conferences make attending them worth the money. 

I’ve been in business for four years, but when I was first starting out and didn’t have much money, I didn’t want to take those risks. Now I know that I would have grown faster if I did.

What would you like to learn today from a network of other small business owners and self-employed professionals?

I’d love to learn more about business strategy. I never took any business courses, not even economics. I’d like to pick up some practical tips for small businesses. 

Can anyone here share their most effective marketing tactics? How do you reach a new customer base? Do you have any fail-safe tips for learning the how-tos of bookkeeping? 

And I’d love to learn how to write better proposals — does anyone have any advice for how to go about that?

Share your experiences with Laura below!

Laura is looking for tips on how to better market her business to a new customer base, along with fail-safe ideas for tackling her bookkeeping.

Do *you* have a story to share that will help Laura out? Tell us below!