371 | Moving from 90% Wholesale to 90% Retail Revenue with Victoria Venturi, Paper Epiphanies [Part 1]

Today's guest is Victoria Venturi, the founder and CEO of Paper Epiphanies, the coolest card store in the world. In less than a decade, Victoria has grown Paper Epiphanies from an idea into a global brand.  Paper Epiphanies, also affectionately called PiPH, opened its flagship concept store in 2021, and they are expanding into the aviation space. They opened their 1st airport boutique in the Portland International Airport earlier this year.  Prior to launching PiPH, Victoria was a marketing and publicity executive for over 10 years where she wrote and launched successful campaigns for agencies and television networks, and big brands, including Disney, Nickelodeon, Warner Brothers, American Idol, Glee, Hilton Hotels, and more.  Victoria attended Paper Camp way back in 2014, and she was a guest on the Proof of Product podcast for episode 19 which aired in 2017. In 2017, we caught up with what she was doing in the early days of her business, but it's been a minute. She's had a lot going on, and we had a lot to catch up on, so much so that I am breaking this interview into 2 parts.  Today is part 1, and Victoria is sharing how she moved from being a business that was driven 90% by wholesale revenue to a business driven by 90% retail revenue, and now how she's navigating her way back to finding that balance. Next week on episode 372, Victoria is going to share details about opening up her store in the Portland International Airport.  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/371  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

Om Podcasten

Ranked in the top 1% of ALL podcasts, the Proof to Product podcast is your trusted resource for sustainable business growth - especially if you make and sell physical products! Join Katie Hunt, each week as she shares strategies & solutions to enhance your sales & marketing so that you’re building a business that supports your best life. If you’ve ever asked yourself can I make money selling physical products? Am I ready to sell my products wholesale to stores like Target, Anthropologie, Nordstrom or Barnes & Noble? When should I consider hiring a sales team or sales reps? Can I really turn my passion into profits? Whether you’re a just starting out on your business journey or you’ve been at it a while growing an empire, this show is for you. Proof to Product is like on-demand business school for product sellers spanning a wide range of industries. Whether you’re in home decor, apparel, beauty, food & beverage, hand-made items, jewelry, consumer gifts or the stationery world, you’ll gather new ideas each week to help you grow your profit, build your team and lead with integrity. Host Katie Hunt and her guests bring you actionable ways to expand your product line, manufacturing overseas, optimize your e-commrce websites on Shopify, Faire, Etsy, Abound, Tundra, Squarespace or in brick & mortar locations. How to start or scale wholesale sales including pitching stores, wholesale outreach, trade show exhibition, working with sales reps, managing inventory, warehousing product, sales systems, wholesale follow-up strategies and working with key accounts. Marketing strategies for small businesses including content creation, leveraging tik tok and instagram tactics without feeling burned out, why you can’t rely solely on social media for sales and why email marketing systems on platforms like Klaviyo, Flodesk and Active Campaign are so powerful. Listen in as Katie and our guest experts help you strategize and tackle your biggest business goals. Host Katie Hunt brings a unique perspective to entrepreneurship. Since 2011, she’s helped thousands of product brands get their products on the shelves of their favorite retail stores through her Paper Camp program (www.prooftoproduct.com/papercamp). Prior to that she worked in the corporate world for over a decade leading business development and marketing teams. She has two MBAs - one in finance and one in marketing. And, she owned & operated her own product based business for over 8 years, selling her products to stores throughout the world from her garage. Katie knows the struggles you face as a product based business and she’s here to pull back the curtain and share her best kept secrets so that you don’t have to learn things the hard way. Find our free trainings & resources for product based business owners at www.prooftoproduct.com/resources