February '19

For the Business of Apparel Decorating

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2 0 1 9 F E B R U A R Y P R I N T W E A R 1 9 do! It feels awesome to look at your total sales and profits at the end of 2018 and see that the amounts are bigger than they were at the end of 2017. Money is what makes the world go round. And having more of it to stick in your pocket is a worthy goal and measurement of your success. But, it is only one dimension of measuring your last year, or your next one. What would make you feel like 2019 was a success? Now is the time to think about that. Because only with that clarity and purpose is it possible for you to accomplish that, no matter what your vision of success includes. Do you want to open a retail location? Do you want to add staff? Do you want to add equipment? Do you want to learn how to digitize or digitize better? Do you want to master appliqué? Do you want to snag a specific new customer or a target number of new customers? Do you want to create a website or update it? Do you want to develop a social media presence and a plan to keep it going? If you want to increase your total sales, it makes sense to review your pricing and see if it has been a while since you raised them. If you want to add equipment, go after the kinds of business that will make paying for that equipment a no-brainer. If you want to move the business to a new location, what are your criteria for an ideal spot? If you want to hire, what processes would they be responsible for, and how much documentation and training do you need to develop or review to make them successful? Think big, think bold! You have nothing to lose and so much to gain by defining what your suc- cessful 2019 would look like. Be- cause once you know what you want, you can then make decisions and choices that support the suc- cessful results you defined. It is a lot more difficult to get where you want to go if you have not even decided where that is, right? PW Jennifer Cox is the president and co-founder of the National Network of Embroidery Professionals (NNEP), a professional organization for apparel decoration business owners. NNEP supports the success of NNEP members with best practices, ideas, sources, solutions, volume-buying benefits, and services. Cox was recognized as a Top 50 Small Business Influencer and Community Choice Leader by Small Biz Trends in 2013, is recognized as one of the industry's "Most Creative Thinkers," and repeatedly ranks in the top 40 on the industry's "Power List." Reach her at jennifer@nnep. com or go to

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