Alright – so today we’ve got the honor of introducing you to Natalie Rankin. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Natalie thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
One day at an unfulfilling day job I was doing some online shopping and saw cute stickers for sale. I loved to draw, and was trying to get better at digital illustration, so I wanted to try making my own.
Starting out, it’s just a lot of Googling. How to make things, where to buy materials, how to set up your shop for success. But eventually you hit information overload and have to start narrowing down your sources. I’m so grateful to have found a few awesome online communities of small business owners that have reliable resources and supportive people.
One of the big steps for me was setting up all the official paperwork – seller’s permit, DBA, business certificate, etc. I took an online course that helped walk through all of that as well as bookkeeping and taxes.
As far as making my products, it’s an ongoing learning process, which I think is what keeps me interested. I tested out so many different papers, learned how to use a cutting machine, and tried several different methods of waterproofing my stickers before I landed on the method I use today.
Since 2020, I’ve been regularly adding new products lines – like cards, hats, and keychains – so now I get to perfect the process for each of those! Right now I don’t outsource most of my production, and I’m not sure how much I ever will because I really love making all of these things.
Natalie, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Natalie and I run an online shop called Visual Splat, where I sell cute stationery, accessories, and home goods that feature my quirky original illustrations. I also participate in in-person markets from time to time in LA.
I have always loved to draw, but Visual Splat started after I learned how to make stickers of my art in 2017. Now I make tons of different items – cards, keychains, hats, coasters, and more. Visual Splat is here to give busy people a moment of joy while they’re on the go, whether that means seeing a funny sticker on your phone, using a cool notepad at work, or spreading the good vibes with a sweet card.
I hope that individuals can feel seen in my fun designs, even if they can’t put it into words. I try not to follow trends too much and hope that my art feels as unique as the people who enjoy it. When I see someone smile or laugh at one of my products, that’s when I feel like I’ve achieved my goal.
What’s a lesson you had to unlearn and what’s the backstory?
A good lesson for life and business – don’t dwell on the past. When I started Visual Splat (originally Splat Stickers), I went all in with setting up my Etsy shop, making an email newsletter, a blog, and social media accounts, and constantly researching things like SEO and marketing. But Visual Splat was a side project (and technically still is) since I had a day job. When I got laid off from that job, I put my business not even on the back burner but off the stove completely. I focused on finding a new job and let all those things I had set up fall off. I still occasionally made sales on Etsy but I didn’t refocus until maybe a year and a half later.
Since then I’ve had times where I felt like I would be “further along” in my business if I had kept more focus on it, but there’s nothing I can do about that now! I have to keep pushing forward and accept that things that are worth it take a lot of time and effort.
Can you share a story from your journey that illustrates your resilience?
I know wholesale is a great way to sustain your business, but pitching your products to stores and getting accepted is SO hard. You’re like, “here is this thing I made with my heart and soul, will you put it on your shelves please?” and then you usually get no answer or a no. (I’m not sure which feels worse.) But I keep sending emails every week, so hopefully you will see Visual Splat in a store near you someday soon!
Contact Info:
- Website: visualsplat.com
- Instagram: @visualsplat