Looking Good on Paper: How Lisa Mohar Started a Successful Greeting Card Business
When Lisa Mohar made her first set of Christmas cards in her apartment six years ago, it marked the start of a successful business venture. Spurred on by the perseverance she learned as a professional singer, she went on to create a range of paper products from her home studio in New York.
Meticulous planning has allowed the entrepreneur to focus on her goals and develop her brand. Now, she’s keen to learn more about planning for the future to avoid unexpected surprises.
We spoke to Lisa about developing designs, managing social media and the perks of getting to work alongside her dog.
Name: Lisa Mohar
Business: And I Am Lisa
Started: Fall 2015
How did you create your awesome job?
I’d been making greetings cards on the side for a long time, but I knew that if I wanted to start a business I’d have to devote more time to it. I’ve been living in New York City for over 10 years and was working in the restaurant industry. That paid the rent and left some time to be creative, but it was a security blanket.
Just over a year ago, I decided to concentrate on my creative work full-time. Since then, I feel like I’ve soared. Over the past few months, I’ve been focusing on developing my brand further — creating new product lines like paper goods and accessories, and pushing it forward.
Who was your very first customer?
Surprisingly, I had wholesale clients before I had retail clients! Around six years ago, I made some Christmas cards for friends and thought, "Hey, these look pretty good!" I took them to stores and asked if they’d sell any, and four said yes.
It’s embarrassing to think about it now because I knew nothing about industry standards! But it’s reassuring to see how much I’ve grown since then.
When did you know your business was going to work?
It was only when I started to get attention from people who didn’t know me that I decided it would be stupid to stop, so I began to create new designs and products that would offer customers more variety.
I showed the very first pieces I made to my family and friends. They told me they loved my work — but they have to say that!
What has been the biggest surprise so far after starting your own business?
Seeing my designs really take off has been a huge surprise.
The latest project I did was a set of enamel pins, created after the US election. I decided to make something that could be sold to raise funds for a number of wonderful organizations across the country. I’ve run into people wearing them, which has been really cool, and have now sold so many that I’ve had to make more!
How do you price your products?
In the paper industry, there are standard costs for materials, but I also have to think about the time it takes to make my products and how that affects the final price. It’s about finding a balance, because I want people to like my work but think the cost is fair. At the same time, I want my cards to feel special and unique. Finding the right price is something I’ll always be refining — and I’m OK with that!
I’ve also learned the importance of factoring in the little things. Pricing isn’t just about covering the cost of my greetings cards. It's also about making sure that they get to my customers in great condition. I want the packaging to feel special — people don’t buy cards very often and, when they do, it’s often for the people they love most. That’s a big responsibility.
What does a typical day look like for you?
Each morning I make a pot of coffee and write out a to-do list. I have a home studio with a big desk and work from there with my dog beside me. You wouldn’t think that a dog could help you be more productive, but she does! And it’s always good to have something that pushes me to stop looking at the computer or go outside for five minutes.
I try to tick off everything on my to-do list but, if an idea comes into my head, I have to stop what I’m working on and start sketching. That’s something I just have to run with, so I always make sure I have a huge sketchbook nearby. Normally, though, I try to remain rooted to my planner, and use Google Docs to track things like wholesale pricing and materials.
Alongside designing, I also work as a social media manager for a restaurant. It’s completely different from making cards, but it’s a useful reminder of what I should be doing for my own business.
If you could go back in time, what’s the one thing you would do differently when you were starting your business?
Maybe start sooner? I first came to New York to be a singer. I went to music school here, and even though I don’t sing professionally anymore, that training taught me so much about dedication, practice and improvisation. Had I not done that, I could have launched a business earlier, but I think the experience taught me things that have helped me get to where I am today.
What would you like to learn today from a community of other small business owners and self-employed professionals?
It would be great to learn how to bypass all of the little surprises that come your way. I often do a lot of work only to find that, when I’m done, there are tons of things I haven’t considered.
For example, I just went to see my tax guy here in New York and was blown away by all these things I didn’t know about! Fortunately, I went to him at the right time. As a business owner, I know that I’ll always be learning personally and professionally as I evolve my brand. I want to embrace that and absorb knowledge.
If you work in a different industry, I want to learn from you — and maybe you can learn something from me!
Let's all help Lisa out!
Are *you* an expert entrepreneur who knows how a young business can plan for the future? Do you have tips for Lisa on how she can stay in control as her company grows?
Share your ideas and experiences with us below! :-)