James Notes

Some of you might remember Dianna Allen from July 2019, when she was on the Indie Hackers Podcast sharing Budget Meal Planner, which she'd grown to thousands of subscribers. Since then, Dianna has launched a DTC candle brand, Terra, where she hand makes each and every product. In October 2020, Dianna made the leap to working full-time on her candle business, leaving behind her life of freelancing.

I loved this conversation because it's not your usual indie hacker software story, and I think there is a lot to learn from the ups and downs of running a physical product business, such as not having recurring revenue and much slimmer profit margins, whilst having to manage inventory and shipping.

James, why e-commerce and not SaaS?

What I've really enjoyed seeing over the past few years, and definitely as I've been more involved with indie hackers more recently, is the diverse range of side-projects people are working on. Initially, it seemed the majority were technical folk working on SaaS products.

While I do still think a big chunk of indie hackers are building software products (after all, that high-margin MRR is mighty attractive), there have been more and more people working on tools built with no-code, people creating info products, courses, communities and newsletters. The scope of being an indie hacker is broadening and it's really fun to see the creative ways people are earning a living online.

So, with this in mind, Dianna caught my eye when she posted on Twitter that she was about to take the plunge and go full-time with her handmade candle business.

It made me realise that being an indie hacker, bootstrapper or entrepreneur gives you the opportunity to make a life for yourself that can truly be fulfilling. You can earn your keep by building your software product, writing a book or selling candles on the internet.

The goal for Indie Bites is to help inspire as many people as possible to make profitable side-projects, that can, one day, turn into their full-time income. I don't want to put off those who aren't technical, or aren't sure if their idea can turn into a reality. When I hear stories like Dianna's, I get inspired, so I hope you do too.

So, what is it like running a hand made candle business?

As expected, it comes with it's pros and cons. I kicked off my conversation with Dianna talking about the wider benefits of creating a physical product with your hands. As someone who discovered leather working this year as a way to escape my worryingly high screen time, I've found the benefits of going from raw materials to a finished product go way beyond having something to sell online. Dianna thinks (as do I) that indie hackers should try making something with their hands at least once. That could be a wallet, a candle, ceramics, woodwork, clothing - the possibilities are endless.

I personally think everyone should at least try it at least once to just make something physical with their hands, for me, it's almost therapeutic.

When you're working with physical products you have to manage inventory while having cashflow to pay for materials to avoid running out of stock:

For example, early on in March, I had my biggest order for 1,500 candles. And with that order I needed to order 1,500 candle jars, all this wax, all this fragrance, all these supplies to fulfil this order that I did not have on hand at that moment. And I think I spent $3,000 - $4,000. Just to make sure that this order could happen. And in return, of course, I made that money back and then some, but it's you definitely need to have something in the bank if you want to grow.

What about that sweet sweet MRR?

Unfortunately, in a physical product e-commerce store, MRR is hard to come by.

I can only share my actual revenue because it's unpredictable, one month it could be $1k and the next month could be $5k the month after could be $3k.

Dianna has started a candle club to try and bring in some more predictable monthly revenue, but she feels confident enough with a baseline amount of revenue that comes in from candle sales because of the size of the brand that's she's built.

I really wasn't concerned whether it doubled month over month or anything, but since going full time, definitely watching the revenue is very important.
I feel like I'm a bit established at the moment, otherwise, why would I have gone full time? It is consistent enough, enough is coming in month over month. I don't know how to explain it, I just feel comfortable where it's at.

Shop small, shop local

Dianna attributes a lot of her growth from doubling down on being the best place to get candles in St. Louis. In fact, if you check her Twitter bio, Dianna is 'the candle dealer' (of St. Louis) 😂

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Seriously though, a lot of small businesses wouldn't be where they are today without the support of their community, and people who actively support small businesses, instead of the likes of Amazon.

For my leather crafting business, Whitstable Craft Co (IREADTHEBLOG for 25% off 😜), I opted to be as involved in the local community as possible, even linking the brand identity and name to the community it serves.

I know a lot of indie hackers do an amazing job of supporting other indie hackers, and it would mean a lot if you extend this to the small physical businesses that are local to you. If you're about to purchase something from Amazon, do a quick search to see if a smaller business is selling the same thing.

This was such a fun conversation with Dianna - she's a bundle of energy which left me inspired after both of the conversations with her. If you want to find out more about TERRA, you can read Dianna's article on going from $100 to $52,000 in a year with the business.

stop editing here

Hello and welcome back to Indie Bites, the podcast where I share stories of indie hackers in 15 minutes or less.

Some of you might remember Dianna Allen from March 2019 when she was on the Indie Hackers podcast sharing her Budget Meal Planner product, which she'd grown to thousands of subscribers. Since then, Dianna has launched a DTC candle brand, Terra, where she handmakes each and every product. In October 2020, Dianna made the leap to working full-time on her candle business, leaving behind her life freelancing.

I loved this conversation because it's not your usual indie hacker software story, and I think there is a lot to learn from the ups and downs of running a physical product business such as not having recurring revenue, much slimmer profit margins, while having to manage inventory and shipping.

We spoke about what it took for Dianna to go full time selling handmade candles direct to consumer, starting with $100.

Thanks again to the sponsor of the podcast Weekend Club, the friendly accountability community for indie hackers.

Some of us collaborate on projects, others prefer to work on growing their profitable business solo. We join up every Saturday for deep working sessions to make sure we’re making progress.

But I've got some huge news for those of you who are in the US, because as of last Saturday Weekend Club has now launched in US timezones.

and If this sounds like a community you’d like to be a part of, head to weekendclub.co and use the code Indie Bites for your free 30 day trial.

Intro Q: Many indie hackers spend a lot of time at their computers coding their SaaS products, while you handmake goods and sell them DTC. Do you think we should see more of this from inside hackers?

Starting Terra

  • What made you want to start a DTC business?
  • Hows it been going?
  • From the start, tell me how you've been growing Terra?
  • How do the economics of a physical product business work?
  • What's been the hardest part of running this business for you?

Going full time

  • How did it feel making the leap?
  • How did your clients take it?
  • Did you put anything in place to de-risk it?
    • Savings etc
  • Advice you'd give to founders wanting to do the same thing

Black Friday!

  • Such a huge thing for any DTC / Ecomm business. What's your plans?
  • Should we put less emphasis on BFCM
  • Supporting small businesses, why we should all be more aware

Recommendations

  • Book
  • Podcast
  • Indie Hacker