We recently connected with Juliana Castro and have shared our conversation below.
Juliana, thanks for joining us, excited to have you contributing your stories and insights. Let’s start on the operational side – do you spend more of your time/focus/energy on growing revenue or cutting costs?
When I established my business last year, my experience was limited to just one business class I took in college and an “Artpreneur” course I invested in to learn how to sustain myself as an artist. My primary objective was to find avenues to boost my revenue, with little consideration for costs. Initially, I focused on acquiring more clients each month, putting in extra hours and even working weekends to increase my net income. However, after a few months, I realized that taking on an excessive number of clients would jeopardize both my physical well-being and mental health. Since most of my illustrations are digital, the production costs primarily consisted of software expenses, a portion of my home’s electricity and internet bills, and other essential software tools to run my business. These costs were fixed and indispensable, making it challenging to reduce them. Considering that I am a one-person operation, there is a limit to the number of projects I can handle without burning out. As cutting costs was not a viable option, I shifted my focus towards growing revenue by increasing my prices and exploring avenues for business expansion without doubling my workload. This led me to explore passive income, wholesale and licensing opportunities, as well as product selling.
As I delve into the e-commerce industry, I have come to appreciate the significance of cost management and the need to produce high-quality goods without incurring exorbitant expenses. One of the products I am planning to sell soon is stickers. Stickers are relatively inexpensive to produce, and numerous companies offer outsourced production services, making it a straightforward product to create. Although StickerMule is my personal favorite due to the exceptional quality of their thick vinyl, they are not the most budget-friendly option. While looking for more competitive prices, I discovered StickerGiant, which provides equally impressive vinyl quality at better prices for bulk orders. By reducing the production cost per sticker, I can offer affordable pricing to my customers, with the hope that this strategy will attract a larger customer base.
In my opinion, both cost-cutting and revenue growth are important to successful business management. Nevertheless, there is a limit to how much you can cut expenses. Certain costs, often referred to as “fixed costs,” can be minimized to some extent but not entirely eliminated. While reducing costs in the short term can lead to increased revenue, I believe it is crucial to continually explore ways to grow revenue in a cost-efficient manner in the long run.
Juliana, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Over a year ago, I embarked on my freelancing journey, establishing a business that specializes in illustration services for Children’s books, Education, Motion Media, and Pet Portraits. Soon, I’ll be expanding my offerings to include E-commerce products like stickers and prints. The reason I entered the illustration industry was simple: I have a deep passion for drawing and painting, and I firmly believe in pursuing what brings us joy. To pursue this passion, I pursued a Bachelor’s degree in illustration with a concentration in concept art for animation at SCAD (Savannah College of Art and Design). From the very beginning, I aspired to be a freelancer. Initially, it may have been driven by the fear of not finding an in-house position, but as time went on, I realized that freelancing offered something much more valuable to me—freedom and flexibility. While freelancing presents its own challenges, it allows me to be the happiest version of myself. A traditional 9-5 job could never fulfill me the way freelancing does.
I am a conservationist at heart, and I infuse this passion into my illustrations. Through my art, I strive to raise awareness about endangered species, the beauty of nature, the environment, Hispanic culture, and the significance of diversity and representation. Simultaneously, I aim to bring smiles to people’s faces. My illustrations serve as a teaching tool, inspiring younger audiences by showcasing the incredible wonders of our world—its diverse cultures and the importance of preserving and celebrating it.
What fills me with the greatest pride is my business. I devote substantial effort to its growth, and along the way, I have had the pleasure of collaborating with amazing clients on fascinating projects. As I look towards the second half of this year, my goals include opening an Etsy Shop, engaging in wholesale product sales, and seeking an agent to expand my illustration portfolio and illustrate numerous children’s books.
If you’re seeking someone to create fun, vibrant illustrations geared towards younger audiences—whether for a product, website, poster, or personal commission—I warmly invite you to reach out. Don’t hesitate to connect, as I would love to be a part of your creative journey!
For you, what’s the most rewarding aspect of being a creative?
One of the most rewarding aspects of being an artist is the ability to touch someone’s soul through my art. Witnessing people’s genuine emotional responses, whether it’s a smile or even happy tears, as they deeply connect with my artwork is an incredible feeling. Knowing that my art has the power to evoke such strong emotions and positively impact someone’s mood brings me immense gratification. It’s an indescribable joy to hear clients express how my sketches or final illustrations have made them laugh or brightened their day. Their happiness becomes my own. As an artist, I find great satisfaction in solving problems for clients in a visual way, addressing their needs, and bringing their ideas to life. On a personal level, there is a profound sense of reward in witnessing my own growth as an artist. Reflecting on my artistic journey and seeing how far I have come in my skills, techniques, and creative vision fills me with pride. It’s a constant reminder of the progress I have made and the dedication I have poured into honing my craft. Thinking about the future growth and development that lie ahead is equally thrilling and motivating. The ever-evolving nature of being an artist fuels my passion and serves as a reminder that there is always room for improvement and new artistic horizons to explore.
Have any books or other resources had a big impact on you?
In my journey as an entrepreneur, I owe a great deal of my knowledge and industry insights to numerous books, podcasts, and extensive research. These resources have played a significant role in shaping my entrepreneurial thinking and equipping me with valuable business skills. Some of the books that have left a lasting impact on me include: “You are a Badass at Making Money” by Jen Sincero: This book has provided me with a fresh perspective on money mindset and has helped me overcome limiting beliefs related to financial success.
“The Latte Factor” by David Bach: This insightful book has shed light on personal finance and the importance of small daily choices in achieving long-term financial goals.
“Art INC” by Lisa Congdon: This book specifically tailored for artists has offered guidance on navigating the art business, marketing strategies and cultivating a sustainable creative career.
“The Freelancer’s Bible” by Sarah Horowitz: An invaluable resource for freelancers, this book covers essential topics such as contracts, pricing, marketing, and managing client relationships.
“The Ultimate Guide to Selling on Etsy” by Noelle Ihli and Jeanne Allen: As I venture into the world of E-commerce, this guide has provided me with practical insights and strategies for successfully selling on the Etsy platform.
“Graphic Artists Guild Handbook: Pricing & Ethical Guidelines”: This handbook has been instrumental in understanding industry standards, pricing artwork, and navigating ethical considerations within the graphic arts field.
“Art, Money, Success” by Maria Brophy: While on my to-read list, I anticipate this book will offer valuable insights into the intersection of art and business, providing guidance on achieving financial success as an artist.
In terms of podcasts, “The Biz Birthday Bash” has been a fantastic resource, delivering informative content that was particularly relevant when I began taking my business seriously. I am also interested in exploring “Proof to Product,” as it promises to provide a deeper understanding of the product side of running a business.
I want to emphasize that there are numerous resources available to aspiring entrepreneurs, including SCORE, which offers free business advice from experienced mentors, and various artists’ YouTube channels. Continuous learning and evolution are crucial for both artists and business owners alike.
Contact Info:
- Website: https://julianacastrc.com/
- Instagram: https://www.instagram.com/drawingsjuli/
- Linkedin: https://www.linkedin.com/in/julianacastr/
Image Credits
Juliana Castro © 2023