How I Grew My Side Hustle By 300% During The Pandemic

A little Progress Everyday Adds Up to Big Results

If you know anything about me, you know that I always preach about passive income or having multiple streams of income. That coupled with my love for creating divinely scented candles kickstarted my desire to officially start my Candle Co. - UnOrthoDoc Candle Co.

I launched my candle company in June of 2018 and it has been a satisfying journey ever since. I am appreciative that people trust me enough to spend their resources purchasing my products and grateful to loyal customers who continuously show support through purchase or by spreading the word about my candles. What started as a passion project grew into a passive income stream.

I remember at the end of 2018 doing the income report and generating our profit & loss statement . It was a start but definitely not anything to call home about. I also remember my accountant mentioning that the income generated wasn’t enough to be called a business but more of a passion project, ouch. I took that as fuel to do better. In 2019 I doubled my efforts and spread the word about my candles more. I remember sending many free candles to dental offices and anyone I knew, just so they would have it in their hands, use it and hopefully see it’s value. I dabbled with the idea of attending fairs, festivals and symposiums but those ideas weren’t necessarily in line with the vision I had for my company. The vision for my candles are to become a fixture in homes and offices and become a mainstay in boutique dental offices around the country. Gotta think big!

With my efforts in 2019 also came the busyness of life - leadership roles at work, a very long daily commute, planning a wedding and life in general consumed a lot of my time. However, by the end of 2019 when doing our reports we had doubled our profits from the previous year, a whopping 100% growth.

Since 2020 began I decided to put even more focus on this business and worked on my marketing. Thanks to Skillshare, I was able to take courses that helped me to be more proficient in this area. I became more present on social media (Instagram, Facebook and Pinterest), utilized email marketing and word of mouth. By the end of Q1 of 2020 I made more from my side business than I did in all of 2019. The goal is to quadruple our 2019 profits by the end of this year.

All of this is possible with a little discipline, consistency and some strategy. If you have a desire to start a business or a side hustle you definitely can and should do it.

Here is How I Grew My Side Hustle:

Identifying Ideal Clients & Customers - Who is your target audience or Ideal customer? Who does your product serve? Answer these questions and you will have won half the battle. I started out thinking my ideal customer was going to be the 18-34 year old female that loves all things social media and self care so in the very beginning stages I spent most of my resources marketing to them. However, they weren’t the ones purchasing my products. It turns out that my ideal customer is the 30-60 year old female who values relationships, a personal touch and great customer service - many of which are not on popular social media channels like Instagram but favor Facebook, email or text message and thus my marketing shifted.
Being Consistent & Staying Fresh - There are so many things vying for our attention these days that not showing up is simply not an option. If you’re not present, showing up and being consistent for your customers they will not remember you. As the popular saying goes, “Out of sight, Out of mind.” I used to think posting consistently on social media, sending emails and reaching out to people to update them on products and sales were annoying. But I have come to realize that it is crucial. I am not saying inundate people with your content, but set up a system whereby you consistently show up. Perhaps that looks like posting to your social channels three times per week or sending out a weekly newsletter or monthly emails. Either way, you want to ensure that you are consistent. You also want to keep things fresh and not push the same exact thing, in the same way over and over. For my candle company it meant periodically revamping our fragrances, adding accessories to our store, introducing seasonal fragrances ( a scent for every season or occasion), adding pops of color to our normally classic white candles and offering discounts and free items to show appreciation.
Blogging - By creating content around your side hustle you are able to attract clients or customers who may also be interested in the product or service you are offering. For example, I have a blog where I often times speak on having a side hustle. I also offer my readers a Side Hustle Guide that can be downloaded for free, which comes with Side Hustle Ideas and 5 weekly emails that help the reader go from point A to point B in their side hustle journey. Throughout these posts and guides I make reference to my own journey with my Candle Company. My readers have not only gained valuable information on how to start a side hustle but have also become customers.
Collaboration - It is amazing the results that you get when you collaborate. Many people believe a collab has to be with “influencers,” or a large company backed by a PR group. Nothing could be further from the truth. Are there people you follow on social media who’s content, personality, product or service you love? Reach out to them and just ask the question. Collaboration comes in many forms and It’s a lot easier than you think.
Customer Service is KEY - It goes without saying, be kind, courteous and swift to respond to customer inquiries. I spend a fair amount of time responding to customer questions and reviews. If there is a question about a particular product, accessory or how to care for their candles we respond promptly and/ or direct them to resources accordingly. Every now and then we get customer requests for special orders which we try to accommodate. Our customers are why we are here and we earnestly thank them for their purchases and support.

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