Never Underestimate the Value of Good Relationships
Tattly was started almost on accident. Design blogger Tina Roth-Eisenberg was looking at the temporary tattoos her daughter received at a birthday party, and was disappointed by the uninspiring fake tattoo designs available. She had many talented artist friends due to an artistic coworking space she'd recently founded. Bringing these folks together to create a new product seemed a natural fit.
Soon after, she had a range of high-quality temporary tattoo designs that she was offering for $5 a piece. In addition to artists from the coworking space, she solicited work from artists who she knew online through her popular design blog.
Two months after beginning work, Tattly launched with 16 designs. The company has grown quickly, with their designs showing up everywhere from high-end retailers like Macy's to the Tate Museum and the gift bags at the annual White House egg hunt. Over 8,000 retailers now carry Tattly temporary tattoos. Roth-Eisenberg's success is due as much to successfully leveraging her relationships as it is to her innovative ideas. A few of the ways she made her relationships count:
Look for new ways to leverage relationships.
Like most bootstrapped companies, Tattly was running on a very small margin. Roth-Eisenberg provided the first $15,000 in funding from her own pocket. However, she ran into issues when she realized that she was out of cash to actually print the tattoos.
To solve her cash flow problem, Roth-Eisenberg reached out to a contact and asked if they'd like to sponsor the first "bonus" Tattly, a free temporary tattoo that would ship with every sale. Her partner was enthusiastic about the opportunity. With the advance, Roth-Eisenberg was able to pay for the first printing of her tattoos.
When you are considering a new direction, always remember what your current contacts do besides the business they do with you. You may have opportunities that you never thought of.
Show support to the ones who support you.
Too many platforms and businesses undervalue the creative talent that helps them find their success. Tattly has formed strong and loyal relationships with artists from all over by providing a healthy commission on every one of the tattoo designs shown. At the time of this writing, the company has paid out over $1 million in royalties to artists. Because of this, Tattly has attracted over 120 talented designers.
Let your fans be your ambassadors.
When Tattly started, the company did not have a budget for promotion. However, Eisenberg's existing following from her design blog provided a huge boost. Her social media following worked like a built-in PR and marketing engine. Tattly's influence only grew as proud followers shared the eye-catching designs. This was enough to quickly draw the attention of wholesalers who were happy to carry the bright and fun pieces of art.
Have confidence in your relationships and provide as much value as you seek. Through this and some creative thinking, you can make opportunities not just for your business, but for all of your potential collaborators.