How do I structure my business strategy?

Now that you know which channels to use to market your products, you need to ask yourself "How do I sell? First of all, it's essential to lay the foundations of your business with a solid sales strategy. In a market as competitive as the artisanal candle market, selling without a strategy is like navigating without a compass. Establishing your sales strategy will enable you to frame your offer, your positioning, your branding and your objectives.

The importance of implementing a sales strategy to sell your candles

Creating candles or fondants and knowing where to sell them isn't enough. You need to know who you're talking to, how to stand out from the crowd and how to turn a visitor into a loyal customer. Commercial strategy is what links your creative passion to the reality of the market. It's what translates your world into a clear, differentiating and profitable offer.

1/ You are consistent and professional from the outset

A well-defined business strategy prevents you from spreading yourself too thin. Some designers change direction along the way: new logo, new tone of communication, new positioning... The result? The customer no longer understands who you are. By clearly defining your positioning, you give your business a guideline. You know what collections to create, what price to sell and how to address your audience. You come across as a professional, not an amateur.

2/ You attract customers who are really you

With a well-constructed strategy, you attract customers who understand your world, who like your products and who are prepared to pay the price for your work and your promises. It's by knowing your targets (lifestyle, tastes, needs, budget, etc.) that you can create powerful messages that will resonate with them. That's why we advise you to create three typical personas. As a reminder, a persona is an imaginary profile that represents a brand's preferred target.

3/ Structure your growth and profitability

A sales strategy is also what will enable you to make strategic decisions quickly: set your prices correctly, organise your collections, invest in the right sales channels and manage your margins. Without a strategy, you sell "by feel" and often realise too late that you're not making what you thought you were, or that your stocks are poorly managed.

4/ You communicate more effectively (and sell better)

When you know what you're selling, to whom and with what messages, everything becomes simpler: your Instagram posts, your product sheets, your e-mails... Communication is clearer and has more impact. Never forget that branding is not just about aesthetics. It's a strategic lever that tells the story of what sets you apart, especially in a world where competition is fierce.

Develop your commercial strategy

Once you've done your market research and clarified your offering (products, targets, competitive environment), it's time to build a solid sales strategy. This will guide you in your practical actions to sell, build loyalty and grow.

Positioning: pricing your candles

Determining the cost of a candle or fondant is the essential step in laying the foundations for a profitable craft business. Even before setting a selling price, it's important to understand exactly what each creation really costs. The cost price covers all the expenses directly linked to making your product.

These include variable costs such as wax, perfumes, wicks, colourings, containers and labels. These vary according to the quantity produced and represent the first pillar of your calculation. In addition to these costs are the fixed costs, which do not change according to the number of items created. These may include electricity, depreciation of your equipment, insurance, administrative costs or the website. The aim is to understand that some of your costs remain stable, whatever your production volumes.

Once you have identified your variable and fixed costs, you will have your production cost. From there, you can determine your net profit before tax using a simple formula available in our free calculation table. This calculation enables you to assess the profitability of your business and adjust your prices with complete peace of mind.

To make this sometimes daunting step easier, take a look at our free downloadable calculation table by clicking on this link.

If you don't have an Excel licence, you can use the online version of Excel or Google Sheets by importing the file. The table is translated into French and English.

The table has an initial explanatory section that guides you step by step, followed by a blank sheet that you can fill in with your own figures. The aim is to help you easily calculate your cost price and net profit before tax without the risk of error. A frequently asked questions section is integrated directly into the table to answer the most common questions.

Don't forget to analyse the market

You've just calculated your selling price, taking into account your costs, your margin and the expenses associated with your business. But one key question remains: is this price in line with the market?

Take the time to compare your prices with those of your direct competitors. Ask yourself:

• What are the price ranges for similar products?
• What do these brands offer in terms of quality, ingredients, manufacturing and customer experience?
• Are they aimed at the same target audience as you?
• Do they use comparable raw materials (Grasse perfumes, top-of-the-range containers, etc.)?

This competitive analysis will enable you to assess whether your price positioning is fair, too low or too ambitious. If you find that a competitor with an equivalent positioning is offering more affordable prices, focus on differentiation : a unique sensory experience, refined aesthetics, authentic storytelling, personalised customer service... These are all elements that can justify a higher price and reinforce the perceived value of your brand.

Don't forget that you are not a large industrial brand. Your strength lies in craftsmanship, quality, proximity and authenticity. This has value, and you need to reflect that in your prices. Above all, don't sell off your talent!

Branding

How is your brand perceived?

Your branding is much more than a pretty logo. It reflects your world, your values, your identity. It's what makes your brand instantly recognisable, memorable and desirable. We advise you to work on :

• Your brand name: make sure it is short, evocative, relevant, original and easily adaptable. Before confirming your choice, make sure it is available on the INPI website(www.inpi.fr). We also recommend that you register your brand name and logo to obtain exclusive ownership. This protects you legally and enhances your identity. The cost of registration is €190.
• Your graphic charter: logo, colours, typography, icons, tone. Create a visual harmony that runs through all your media.
• Your packaging: this is the first impression your customer will have of your products. It must reflect your brand identity, ensure that information is legible and arranged in a hierarchy, be attractive, functional and, if possible, eco-responsible.
• Your storytelling: where do your products come from? What do you stand for? Why do you do what you do? Your ethical, ecological and artisanal commitments must be reflected in your communications.
  
  

Your value proposition

Why would your customers choose you over another candle designer? This is the answer your value proposition must provide. It's not just about the product, or the price, or even just the visual universe. It's about impact, emotion and experience. Your value proposition is the fusion of what you do best, what your customer is looking for, and what sets you apart in the long term. It must be :

• Clear: in one sentence, people understand what you offer and why it matters.
• Targeted: it speaks directly to your ideal customer, to their deepest expectations, to their lifestyle.
• Differentiating: it shows what makes your brand unique and valuable in a sea of choice.

Structuring your business for controlled growth

Developing these four pillars gives you a coherent, professional vision, attracts customers who share your universe, structures your growth and makes your communications more impactful. By taking the time to anchor your sales strategy today, you'll be laying the foundations you need to thrive in a competitive market. You'll then be able to promote your products and expand your range and sales channels with complete peace of mind.

Promote my creations through different digital channels

Which sales channels should you choose to market your candles?