jenny
Jenny's Final Assignment — Reducing Custom Orders (Art Business)
Jenny (16, small-town Canada) is transitioning her art business away from custom orders toward selling pre-made prints and originals.
Question 1: Channels
Channel 1: Instagram Instagram is the primary channel for visual artists. My existing followers are already interested in my art and are the warmest possible audience for the shift to prints. I'll post process videos, completed pieces, and print announcements. Instagram Shopping (if I set up an online store) would allow direct purchases from posts.
Channel 2: Facebook Facebook reaches slightly older buyers who have more purchasing power. Local Facebook community groups and Facebook Marketplace are particularly useful for selling art in my small town — people love supporting local artists and often discover them through community groups.
Channel 3: Google Ads (new) Google Ads would let me reach people actively searching for "art prints," "original paintings," or "Canadian art" — buyers who have purchase intent. This is a new channel for me, different from the organic social media I've relied on before.
Question 2: Key Partners
Partner 1: Dad (digital designs and printing) My dad can handle digital design work (preparing files for print) and potentially manage the printing process. This is a family partnership — he brings skills I don't have, and I bring the artistic content and customer relationships. In exchange, I'd involve him in any revenue generated from print sales.
Partner 2: Media or advertising agency An advertising agency could help me run professional Google and Facebook Ad campaigns more effectively than I can alone. They bring expertise in targeting and ad creative. In exchange, they receive payment (either per-project or a percentage of ad spend managed).
Partner 3: Local framing or print shop A local print shop as a production partner would handle the physical printing of my art. They make sales; I gain a professional production partner without needing to buy my own equipment. This could also be a referral partnership — they display my work, I recommend them to customers who want framed pieces.
Question 3: Advantages and Disadvantages
Dad as partner:
- Advantage: He already understands my art style and process. He can work quickly and without the communication overhead of a stranger. His involvement also keeps costs within the family.
- Disadvantage: Mixing family and business can create tension. If a project is late or a print doesn't meet quality standards, it might affect our relationship. Clear expectations and agreements upfront are essential.
Advertising agency:
- Advantage: Professional ad management could significantly improve the performance of my Google and Facebook campaigns. An expert will know how to target my ads to reach actual buyers, not just browsers.
- Disadvantage: Agency fees are a real cost I need to budget for. I need to weigh the cost against the projected revenue increase. If the ads don't perform, I've spent money with no return.
Question 4: Benefits to All Stakeholders
For my customers: Multiple purchase channels (Instagram, Facebook, potentially an online store) make it easy for different types of buyers to find and purchase my art. Customers who prefer in-person purchase can find me through local channels; online shoppers can find me through Instagram and Google.
For my partners:
- My dad gains income and involvement in a creative project
- The advertising agency gets a paying client
- A local print shop gets reliable print production orders and potentially new customers through my referrals
For my business: Distributed across multiple channels, my business is less vulnerable to any one platform changing its algorithm or policies. Having a mix of free (Instagram) and paid (Google Ads) channels balances reach and cost.
Question 5: Financial Implications of Channels
Free channels: Instagram and organic Facebook posts cost only my time. These have been my primary channels and will remain the foundation.
Paid channels: Google Ads is my new addition. Based on initial research:
- A modest Google Ads budget of $100–$200/month could generate meaningful traffic
- I would start with a small test budget to measure results before committing more
- Facebook Ads (paid promotion) could complement organic posts for around $50–$100/month
Budget decision: I need to generate enough revenue from early print sales to fund advertising. My plan is to pre-sell a small print run through Instagram (free channel) first, use that revenue to fund initial Google Ads, and measure the return before scaling.
Question 6: Financial Impact of Partnerships
Dad as partner:
- If he contributes significant time (digital design, printing coordination), I'll need to formalize compensation — either a revenue share (e.g., 15–20% of print sales) or a flat rate per project
- His involvement could reduce my production costs compared to outsourcing entirely
Advertising agency:
- Agency fees will directly impact my finances. Before committing, I need to calculate: if the agency spends $200/month of my budget and charges $150/month in fees, I need the ads to generate at least $350/month in revenue to break even — and ideally much more
- This is a cost-benefit decision that requires careful analysis before signing any contract
Print shop:
- If structured as a revenue-sharing partnership, my costs reduce but so does my margin. If I pay a flat print cost per unit, I have predictable costs and keep more margin as sales grow
- Key financial decision: I need to compare cost per print unit across options (printing at home, using a local shop, using an online service like Printful) to find the best margin while maintaining quality.