Podcast Summary: Built Online – Episode 103: How to Succeed in Print On Demand with Christopher Heckman
Introduction
In Episode 103 of Built Online, host Cody McGuffey sits down with seasoned e-commerce entrepreneur Christopher Heckman to delve into the intricacies of succeeding in the Print On Demand (POD) industry. Released on June 2, 2025, this episode offers valuable insights into building sustainable brands, the importance of customer relationships, overcoming entrepreneurial failures, and leveraging AI in modern business practices.
Chris Heckman’s Entrepreneurial Journey
Chris Heckman shares his extensive experience in the e-commerce landscape, highlighting the evolution of his businesses and the lessons learned along the way. Originating from Pennsylvania, Chris and his wife have lived in various states, including Colorado and Florida, before settling in Austin. Their journey emphasizes resilience and adaptability in the face of challenges.
The Cornerstones of a Successful Business: Product and Customer Relationships
One of the central themes Chris discusses is the paramount importance of the product and nurturing customer relationships.
Chris Heckman [00:00]: “The product is literally everything. And the product and truly caring about the customers who increase the lifetime value. When you do those things really well, that's a business that can compound. And then when you just sprinkle in a little bit of marketing on top, things just take off.”
Chris emphasizes that focusing solely on short-term profits leads to a transactional business model, whereas prioritizing long-term customer relationships fosters sustainable growth. He explains the concept using the business formula:
Chris Heckman [04:35]: “If you can get a person to buy just one more time, you've literally doubled the business overnight. If you can get them buy two more times, it's triple.”
This approach shifts the focus from immediate sales to enhancing the lifetime value (LTV) of each customer, ensuring more stable and continuous revenue streams.
Building Skills and Investing in Yourself
Chris elaborates on the significance of personal development over merely accumulating business assets. He argues that the most valuable asset in any business is the entrepreneur’s skill set.
Chris Heckman [07:53]: “The real asset that you're actually building is yourself and the skill set that you're able to transpose to anything you do in the future.”
He outlines key skills essential for entrepreneurs:
- Identifying Target Audiences: Understanding the specific needs and pain points of a customer base.
- Effective Communication: Conveying value propositions through the appropriate mediums.
- Building Relationships: Enhancing LTV by fostering meaningful connections with customers.
By focusing on these areas, entrepreneurs can ensure that their businesses remain adaptable and resilient.
Building Successful Brands: Yoga Stay and History Tees
Chris recounts his success with brands like Yoga Stay and History Tees, which were eventually acquired by Open Store. He discusses the strategies that led to their growth, emphasizing the transition from POD to private labeling and 3PL (Third-Party Logistics).
Chris Heckman [11:25]: “Yoga Stay was a hybrid where we had started off Print on Demand and then I had the bright idea of adding yoga mats, equipment, that sort of thing and then started working with our own suppliers.”
He highlights the importance of managing inventory and maintaining a streamlined supply chain to prevent cash flow issues, a common pitfall when scaling a business.
Business Models: Print On Demand vs. 3PL
Chris compares POD with traditional 3PL models, discussing the pros and cons of each:
Chris Heckman [16:37]: “It's a hybrid where we had started off Print on Demand and then I had the bright idea of adding yoga mats, equipment, that sort of thing.”
He explains that while POD offers low upfront costs, it comes with higher per-unit expenses. Transitioning to 3PL can significantly reduce costs but requires substantial capital investment and meticulous inventory management.
Chris Heckman [17:40]: “All of the products are yours now... It's not Print on Demand.”
This transition underscores the necessity of aligning business models with growth stages to maximize profitability and operational efficiency.
Overcoming Entrepreneurial Failures
Chris is candid about his early struggles, including accumulating $100,000 in credit card debt due to reckless business spending.
Chris Heckman [20:06]: “I ended up in a ton of debt, up to about $100,000 in credit card debt. I just remember sitting at the kitchen table with my parents, just going over all of the debt that I had.”
He attributes his downfall to over-diversification and lack of focus, leading to multiple failed ventures instead of honing a single successful business. This experience taught him the critical importance of concentrating efforts on one venture to foster sustainable growth.
Advice on Focus and Avoiding Diversification
Both Cody and Chris agree on the pitfalls of spreading resources too thin across multiple projects. Chris advises against starting multiple businesses simultaneously as it dilutes focus and increases the likelihood of failure.
Chris Heckman [25:49]: “It actually becomes a self-fulfilling prophecy by hedging the bets in that you're actually guaranteeing that this thing is not going to work, rather than splitting, you know, and giving some kind of idealistic opportunity that, you know, one of them is certainly going to take off.”
Instead, he advocates for consolidating efforts into a single, well-managed business to maximize success rates and develop a more profound understanding of the market.
Investing in Yourself: Mindset, Habits, and Personal Growth
Chris underscores the importance of personal well-being and mindset in entrepreneurial success. He highlights that often, perceived business problems stem from underlying personal issues.
Chris Heckman [29:26]: “I would say the first thing to focus on is actually fixing yourself. 95% of the time that I talk to people with their business and they say that they have a business problem. It's not actually a business problem at all. It's something with their mindset or how they're showing up in the business.”
Examples include maintaining consistent sleep patterns, physical fitness, and cultivating a growth mindset. These foundational habits significantly impact an entrepreneur’s ability to navigate the stresses of running a business.
Marketing and Product Excellence
Chris elaborates on the symbiotic relationship between marketing and product quality. He asserts that while great marketing can drive initial sales, only superior products can sustain and grow a business.
Chris Heckman [35:26]: “Great products can be sold by bad marketing, but great marketing can't sell bad products.”
He advocates for a balanced focus where marketing strategies are designed to highlight and complement the excellence of the products, thereby enhancing customer satisfaction and loyalty.
Launching and Validating Business Ideas
Chris shares his approach to validating business ideas efficiently before committing substantial resources.
Chris Heckman [35:52]: “Build a landing page. If you're doing E Commerce, Build a Shopify store. Very basic... drive traffic using very basic Facebook ads set aside couple hundred dollar budget. Don't have to be much.”
This method allows entrepreneurs to gauge market interest with minimal investment. Successful campaigns with low cost-per-click (CPC) metrics indicate strong market demand, guiding further development.
The Future of Print On Demand and AI’s Role
Looking ahead, Chris is optimistic about the continued growth of POD, especially with advancements in AI. He believes AI will enhance design processes and customer connections, making self-expression easier and more accessible.
Chris Heckman [44:07]: “I think there's more opportunity than ever because the data would support this.”
He envisions tools like his own Mystic Pod as pivotal in empowering entrepreneurs to create high-quality designs swiftly, thereby maintaining competitive advantages in an increasingly automated landscape.
Rapid Fire Segment
Cody and Chris engage in a rapid-fire Q&A, providing personal insights and practical advice:
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Favorite Business Book: Atomic Habits by James Clear
Chris Heckman [57:08]: “Make good habits visible, make bad habits invisible.”
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Worst Advice Received: Encouragement to overspend to drive growth
Chris Heckman [58:05]: “That you should spend as much money as you're making so that you constantly feel like you have to make more money and scale faster.”
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Defining a Creator: An individual who transforms unique ideas into valuable products or services, embracing creativity beyond traditional confines.
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Who Should Be Entrepreneurs: Those with high tolerance for stress and a relentless drive to overcome obstacles, irrespective of intelligence or background.
Chris Heckman [63:55]: “It's the people who have the highest tolerance for pain and stress.”
Final Thoughts and Where to Connect
Chris emphasizes the profound impact of entrepreneurship on personal growth and the ability to influence others positively. He encourages aspiring entrepreneurs to embrace their creative instincts and take actionable steps toward building their businesses.
For listeners eager to learn more, Chris can be found on his YouTube channel, MysticPod.com, where he offers free courses, a supportive community, and a suite of tools designed to streamline the POD business process.
Chris Heckman [71:34]: “That's where they can find me. Just my name on YouTube.”
Conclusion
Episode 103 of Built Online offers a comprehensive exploration of the Print On Demand industry through the lens of Christopher Heckman’s experiences. From emphasizing the importance of product quality and customer relationships to the critical necessity of personal development and focused business strategies, this episode serves as an invaluable resource for aspiring and established e-commerce entrepreneurs alike.
Listeners are encouraged to apply these insights to build more resilient, customer-centric businesses that not only achieve financial success but also foster meaningful connections and personal growth.