Built Online Podcast - Episode 77: 4,500 Sales in Just 10 Months with Karla Murphy
Release Date: November 26, 2024
Introduction
In Episode 77 of the Built Online Podcast, host Cody McGuffey, founder and CEO of EverBee, sits down with Karla Murphy, a remarkable Etsy seller who achieved nearly 4,500 sales in just 10 months. Karla shares her inspiring journey, strategic insights, and the pivotal role EverBee played in her e-commerce success. This episode is a treasure trove for aspiring online entrepreneurs looking to scale their businesses efficiently.
Karla’s Background and Journey
Karla Murphy's path to e-commerce success is both unique and inspiring. A former Marine Corps officer, Karla transitioned from a disciplined military life to entrepreneurship amid significant personal challenges.
Military to Entrepreneurship:
- Karla: "I was a Marine Corps officer since I was 17. I got out in 2021 and was immediately placed on 100% disability due to multiple service-related conditions." ([06:31])
- Personal Challenges: Balancing motherhood, recovering from five surgeries, and launching an Etsy shop presented immense time constraints.
Balancing Family and Business:
- Karla: "I have two little ones. I had to manage my time carefully, dedicating two hours a day consistently to my shop starting January." ([04:02])
- Support System: Karla emphasizes the importance of her husband's support, allowing her uninterrupted work periods.
Launching and Scaling on Etsy
Despite limited time and numerous personal challenges, Karla managed to scale her Etsy shop impressively within a short period.
Initial Strategy:
- Karla: "I spent the first year learning about Etsy, reading the seller handbook, and understanding the platform while managing surgeries and family." ([04:21])
- She focused on working in the margins, utilizing every small window of time efficiently.
Achieving 4,500 Sales:
- Achieving nearly 4,500 sales in approximately 10 months is a testament to Karla's strategic planning and dedication.
- Cody: "You're legit walking proof that you can start from nothing and have over 4,000 sales in a fairly short period with very limited time." ([04:21])
Strategic Use of EverBee
EverBee played a crucial role in Karla’s ability to analyze and optimize her Etsy listings, ensuring maximum visibility and sales.
Product Market Fit:
- Karla: "Product market fit means linking a product type to the perfect customer. It’s about validating your market and ensuring your product meets the needs of your buyer persona." ([17:32])
- She meticulously plans her product releases around seasons and events, ensuring timely and relevant listings.
Research and Gap Analysis:
- Karla: "I use EverBee to identify gaps in the market, analyze competitor listings, and determine the best keywords and mockups to stand out." ([25:27])
- By leveraging EverBee’s data, Karla conducts A/B testing on her listings, refining her approach based on real-time analytics.
Efficient Listing Process:
- Karla: "I planned my sales for the year using a calendar, scheduling product releases based on seasonality and market trends." ([14:04])
- This disciplined approach allows her to manage her time effectively, even with a limited daily work schedule.
Mindset and Business Philosophy
Karla’s mindset is a significant factor in her success. She emphasizes continuous improvement, data-driven decisions, and a positive approach to competition.
Focus on Personal Growth:
- Karla: "I'm the person who focuses on doing better than yesterday. If I did better than yesterday, that’s success for me." ([09:46])
- She avoids comparing herself to others, instead drawing inspiration and actionable insights from their successes.
Long-Term Vision:
- Karla: "I measure business in decades. I aim to cater to my customers for five to seven years, building trust and brand loyalty." ([20:31])
- This long-term perspective allows her to make sustainable business decisions rather than seeking quick wins.
Overcoming Challenges and Learning
Karla faced numerous challenges, including health issues and balancing family life, yet she leveraged these obstacles into strengths through strategic planning and continuous learning.
Paying Off Ignorance Debt:
- Karla: "Pay off the ignorance debt fast. Learn what you need to know by paying to learn or hiring someone to help expedite your learning process." ([29:13])
- She emphasizes the importance of rapid learning to overcome knowledge gaps quickly.
Avoiding Distractions:
- Karla: "The death of your business is distraction. Focus on what’s essential and avoid shiny object syndrome." ([14:04])
- By sticking to her well-laid plans and avoiding distractions, she maintained steady growth.
Future Plans and Expansion
Looking ahead, Karla intends to expand her business beyond Etsy, tapping into international markets and leveraging email marketing to enhance customer engagement.
Email Marketing and International Expansion:
- Karla: "Next year, I plan to start email marketing and expand my sales internationally, moving beyond just the US." ([32:39])
- She recognizes email marketing as a critical lever for long-term growth and aims to utilize EverBee’s email features to facilitate this expansion.
Sustainable Growth:
- Cody: "Email marketing is an asset that builds up over time, providing consistent returns." ([34:19])
- Karla plans to grow her customer base globally, ensuring her products reach a wider audience.
Rapid Fire Q&A
Favorite Business Book:
- Karla: "Traction by Gino Wickman". She is currently rereading it to plan her next year's strategy. ([28:55])
One Thing She Wishes She Knew Before Starting:
- Karla: "Pay off the ignorance debt fast." She highlights the importance of rapid learning and seeking help early. ([29:07])
Worst Business Advice Received:
- Karla: "You can compete with yourself on Etsy." She refutes this by demonstrating that duplicating listings with different SEO can coexist successfully. ([30:59])
Work Hours and Balance:
- Karla: "Since September, I work about four hours a day, Monday through Friday, focused solely on my business while keeping it separate from family time." ([31:35])
Next Year's Vision:
- Karla: Plans to initiate email marketing and expand internationally, doubling down on Etsy while exploring new sales channels. ([32:59])
Conclusion
Karla Murphy’s journey on Etsy is a powerful example of how strategic planning, efficient use of tools like EverBee, and a resilient mindset can lead to remarkable success in e-commerce. Her approach to balancing personal challenges with business ambitions offers valuable lessons for aspiring online entrepreneurs.
Connect with Karla:
- Facebook: Find Karla Murphy on Facebook to learn more about her journey and connect directly. ([35:27])
Final Thoughts:
- Cody: "Thank you for sharing your wisdom and experience, Karla. We look forward to having you back for updates." ([35:34])
This episode underscores the importance of leveraging the right tools, maintaining a focused and adaptable mindset, and strategically planning for sustainable growth. Whether you're just starting or looking to scale your online business, Karla's insights provide actionable strategies to help you achieve your entrepreneurial dreams.