The business of Quilter is doubled in three years with membership
Rebecca Bryan is a quilter, author, and entrepreneur in the company behind Bryan House Quilts. She's revolutionized the materials world with a unique fabric line as well as a thread assortment, all while offering in-person workshops on quilting.
When she began her adventure, she was searching for the best way to provide for her family while also making time to pursue her passion for art. Read on to find out how the switch to an online subscription based membership has brought Rebecca the financial stability and the peace of mind that she was looking for.
Why did you decide to get involved in knowledge commerce?
My business in quilting began with the publication of my first book, Contemporary Rainbow Quilts. From there, I began traveling to give classes at quilt shows and guilds around all over the United States. Then, I expanded my workshop offerings with the publication of my second book Modern Triangle Quilts.
My husband then took a new job, which brought our family of children who were in school to the Netherlands. Living overseas made it unrealistic returning to the US for a classroom visit!
I'd thought about the possibility of offering my workshop online. However, this change was just the push I required.
What was the first digital product you introduced? What made you decide to launch it?
When I first started with my new venture, I decided to begin one of my classes taught from my Contemporary Triangle Quilts book, "Design Improv using Triangles". In my workshop, I lead the participant through a series of hands-on tasks that result in them making their personal Modern Triangle quilt blocks. This class was chosen because it included my most recent book and I realized how much more in depth the online course can be as compared to a traditional three-hour or six-hour in person workshop. (See my Equilateral Sampler Quilt, pictured on display in Rockport, Mass.)
Can you share more about the performance of your training sessions that were part of the one-time purchase?
I really enjoyed the whole online experience I had with my students. First, I was pleasantly surprised. the experience to be awe-inspiring in how much I enjoyed working with cameras and using Zoom. I can't overstate the extent to which I was (painfully!) camera shy I used to be, but showing up with my students felt so rewarding. Additionally, I was able to know my students as we got to know each other, even though it was a virtual. It was delightful!
Then, I started to offer more online workshops beginning with a year-long project of the year. When we quilt, we refer to the blocks "Blocks of the Months" Each month, we make the new quilt blocks. At the close of the year we stitch all of blocks of quilt together to finish our quilt. Woohoo! (See Rainbow Remix, my 2018 BOM.)
What inspired you to create a subscription-based product?
The number of my "Block of the Month" programs increased to three and I realized that I could offer my students greater satisfaction and value by keeping all of my "Modern Triangle" initiatives in one membership. Therefore, in the month of March in 2020 I officially opened the doors to the "Make Modern Triangles" Official club to help quilters design the, design, and make blockbuster modern triangle quilts.
In the group, members have the option of choosing exactly which projects they would like to create They also get instruction and support from myself as they strive in their quest to "bust the blocks" as they work together with like-minded quilters from all over the world. This "Triangle Chatter" community is an absolute delight! Everyday I am completely amazed away by the project and progress photos our members share.
How did your audience respond to your newsletter?
Favorably, I'd say!
The Block of the Month products make for a great fun program to create in my role as a educator. But, the entire experience will be a lot more enjoyable in the group; the excitement of the next stage and watching piles of blocks increase; the remorse whenever something doesn't go as planned The satisfaction of having completed each stage and the joy of saying "ta da!" together! It's all amazing and all part of the bond which we share as a community.
What have you learned when you signed up for your monthly subscription? What lessons can you apply to your own business?
Oh, my. One of the most important lessons I've discovered, on my own, is I create far too much work for myself. So, I'm constantly looking for ways to streamline.
When I first started my company, one my main goals was being capable of contributing to the family support without having to go get an "real" work. I began with my children when they were babies with the hope of growing my income to match that of said "real" occupation.
I was looking to start an online business that would allow me to work maybe 25% of the time at the computer and then all the time working in my sewing space.
But as a creative person who enjoys teaching, I'd get sidetracked by making every quilt I ever created and creating a book around the quilt. You can imagine that this gave me lots of work to do! And that actually took me away from my sewing area and from my goals.
In order to keep things simple, I now focus (mostly!) on my membership and reducing everything down into essentially one offer.
What effect did launching a subscription based product have for your company?
Through simplifying and focusing on creating my membership, my business has grown by a third in the last 3 years (thanks for those sweet analysis!). I've met my goal of creating a company which can provide for my family and one where I'm not chained to my computer. I have time to create and make art.
I'm so relieved of stress. I feel great about the product I'm offering my members. I lovewatching my members create. Plus, I'm able to spend more time. I feel safe. This peace of mind clears my time. Although it's not perfect, I'm aware of the things I'm building as well as how I can make it better and see how it will grow and develop in the next few years.
My membership has brought me no stress. Most of the time I can see my company's revenue for the year. Also, I'm not feeling like I need to educate myself on all the new things I'm developing or create a new product that I can sell. My focus is on providing fabulous material and connections to my members but also on making my own work. In addition, I'm at all times and be flexible enough to take good care of my family.
How could you have helped you to achieve those results?
My aim was and always will be simplifying, which is why this made the most sense. It's so simple for a business online to become complicated in a short time. offers simplification, and I'm here to help with it. All I require is included in it, and, apart from a few other tools (from the before times when I did not use ) I have a strict use of.
What tips would you offer someone else who wants to start a subscription based company?
Lean hard into the "Beta" version, and make the version "Beta" for a longer than you think you need to. I wished I'd kept mine in beta mode longer. In your beta, discover what works, take it further. Spend time and energy polishing and improving what's working. Be simple, and remain focussed on the simpleness. And start with your beta now; the more time you put off and the longer you wait, the more complicated the experience becomes!