Lending Library

Ah, the pitch. It’s the proverbial softball throw used to score your business a home run. It’s the conversation that opens the door to a customer believing you can solve their problems and lets you close the deal. Let’s talk about creating the perfect pitch to hit the ball out of the park every single time.

Types of business pitches.

Pitches come in all flavors and sizes, and your first step is to identify why you are pitching. Are you trying to introduce your business? Plant the seed for a future conversation? Win immediate business?

Pitches typically are 1 of 3 types:

Cold pitch

The elevator pitch is an example of pitching to someone you’ve never met before. An elevator pitch is a concise, persuasive summary of your business idea or proposal. An effective elevator pitch should quickly grab the listener's attention and leave them wanting to know more.

Example of an elevator pitch

"Hi, I’m Alex, founder of EcoTech Solutions. We specialize in developing innovative, eco-friendly technology that helps companies reduce their carbon footprint. Our flagship product is a smart energy management system that can cut energy costs by up to 30% and enhance sustainability practices. We’ve already gained traction with several major corporations and are looking to expand our impact. I’d love to discuss how our solutions could benefit your company."

Sales pitch

Introduce a product or service to someone you’ve had contact with who isn’t already a customer (e.g., a business peer or someone you’ve already cold-pitched). The main goal of a sales pitch is to convince the listener that your product or service will meet their needs and provide value.

Investment pitch

Pitching to potential investors requires a different approach as it involves convincing them to invest money into your business. The focus should be on highlighting the potential for growth and profitability of your business.

Recommendation

Pitching a new idea or additional products to an existing customer can be less “pitchy” and more of a suggestion. You already have a working relationship with the customer, so your goal should be to show them how your new idea or product can add value and benefit their business.

Know your audience.

It’s important to know if the pitch target is a consumer (B2C) or another business (B2B). A B2C pitch tends to be a shorter pitch process that engages the emotions of one person. With a B2B pitch, you may have to hold a discovery session before creating a pitch to understand the problem and who the decision-makers are. A B2B pitch tends to be a longer process from start to finish. And a B2B pitch uses logic, rather than emotion, as a primary part of its narrative.

Think of it this way. Suppose you are pitching personal fitness training services to an individual client (B2C). In that case, you have to understand what their goal is. Do they want to keep up with their non-stop toddler, fit into a new wardrobe, or live a healthier lifestyle? Your pitch appeals to their emotions (e.g., the joy of chasing the toddler without getting winded).

If, instead, you are pitching your services to a corporate HR department (B2B), then you must meet the needs of all the stakeholders. Emotions take a backseat to meeting business metrics (e.g., you need to show your services will increase participation in the corporate wellness program).

How to create a business pitch.

All pitches—regardless of the purpose or recipient—have the same essential pieces:

• Introduction
• Establish common ground
• Solve a problem
• Ending question
• Close the deal
• Follow-up

Introduction

This is the short and sweet part. Your name and your business name might be all you need here.

If you pitch to a group of decision-makers, consider including historical context such as how long you’ve been in business and how many clients you’ve served. This information allows those who weren’t part of the initial conversation to understand your business’s background.

Establish common ground

With luck, you can establish common ground. People like familiarity as it builds trust and promotes bonding.

If you have mutual business acquaintances, mention them. If you’ve attended the same conference, now is a great time to remind them.

If you’re pitching digitally, you can still establish a pre-pitch relationship. For example, consistently comment on the potential client’s social media posts or reshare their blog posts on your social media channels to create a connection.

Solve a problem

This is the meat of the pitch. A successful pitch is all about solving a potential client’s problem. People care about their own issues—not about you, your product’s features, or your new service protocols.

Don’t blindly pitch. In baseball, opposing teams understand the statistics of a batter before they throw the ball. You need the equivalent (e.g., how long a company has been in business, their pain points, what their competitors are doing differently) before creating your pitch.

You also want to make sure the person you are pitching considers the problem something that needs to be solved. If a business’s founder is a CPA, they’d be unlikely to pay for your accounting services.

Similarly, time your pitch when they have the budget. Knowing the potential client’s funding cycle (e.g., the start of their budget year) can facilitate closing the deal. Depending on the client, you may even want to educate them on funding sources they could use to support the project.

Use your unique selling proposition (USP) as part of the proposed solution. Your USP is what your business is known for. It’s not your niche market. It’s what you do better than your competitors and what people think of immediately when they hear your business name.

Let them say yes.

Never force your idea on the potential client. Instead, invite them into the pitch by using the questions they ask as part of a collaborative process. If both sides of the pitch work together to create the solution, there’s more buy-in.

Give them a chance to say yes by ending your pitch with a question. One option is to use an obvious “yes” question such as “Wouldn’t your business benefit from reducing operational costs by 30%?” Or perhaps use a stepping-stone question like “How about a 30-day trial to see this in action?”

Close the deal.

Remember that the “middle” of a conversation is forgotten territory. People tend to recall the first and last things they hear. Thus, you’ll want to include your key points at the end of your pitch.

If you aren’t closing the deal right then, plan a specific follow-up date. A potential client saying, “We’ll get back to you,” often means they won’t. Be persistent in following up but, of course, learn to accept “no” gracefully. Maybe your solution isn’t the right one today, but it could be 6 months from now.

When you get your “yes,” handle the negotiation process like a pro. Be prepared to meet demands, make concessions, and give the customer confidence that they made the best decision by choosing your business.

Follow-up

A successful pitch and signed purchase agreement is the end of an inning, not the ballgame. Follow through and meet the customer’s exact needs to stay in the game.

Providing excellent customer service helps create a satisfied customer. You can then ask that happy client to write a customer review that you can use in your next pitch.

Tips for Creating a Compelling Pitch

Creating a pitch that resonates with your audience requires strategic planning and execution. Here are some tips to help you craft a compelling pitch:

1. Keep It concise: Time is of the essence. Aim for clarity and brevity. An overly long pitch can lose your audience’s attention. Focus on delivering your key points quickly and effectively.
2. Highlight benefits over features: Clients are more interested in how your product or service will solve their problems or improve their situation. Emphasize the benefits and value rather than just listing features.
3. Use storytelling: Stories can make your pitch more engaging and relatable. Share a success story or a case study that demonstrates how your offering has benefited others in similar situations.
4. Be confident and passionate: Your enthusiasm can be contagious. Show confidence in your product or service and convey your passion. Belief in your solution can inspire the same in your audience.
5. Prepare and rehearse: Practice your pitch multiple times. Rehearsal helps you refine your message, manage time, and deliver with confidence. Be ready to adapt based on feedback and observations.
6. Use visual aids: When appropriate, incorporate visual elements like slides, charts, or prototypes to illustrate your points and make your pitch more memorable.
7. Ask for feedback: After delivering your pitch, seek feedback. Constructive criticism helps you improve and tailor future pitches to meet your audience's needs better.
8. Be ready to answer questions: Anticipate the questions your audience might have and prepare thoughtful, concise responses. Being prepared demonstrates thorough understanding and builds trust.
9. End with a strong call to action: Clearly state what you want the audience to do after your pitch. Whether it’s scheduling a follow-up meeting, signing up for a trial, or making a purchase, make your desired outcome explicit.

Perfect your business pitch.

A successful business pitch doesn’t just happen. It takes thoughtful preparation, practice, and revisions for each customer. The good news is the more you pitch, the easier it is to score a home run for everyone.

More than 30% of American small businesses are not approved for at least some of the funding they apply for.

Reasons for this can range from operating in a risky industry to a low credit score. But what really shouldn’t be a concern is flubbing the preapproval process by not having the required documentation.

If you’re concerned that you might fall into that category, read on—these are the documents you’ll need to apply for a small business loan or other financing.

Which documents will you need to apply for business financing?

The first thing you will do when you apply for financing at Lendio is give us enough information to help our lender network assess your risk. When you click “Apply now,” you’ll start our 15-minute online application.

You’ll need the following documents:

• 3 months of business bank statements (you’ll be given the choice to connect your account or manually upload images)
• A copy of your driver’s license or state ID
• Voided check from your business account
• Proof of business ownership
• Month-to-date transactions

You’ll also be asked to provide:

• The amount of money you want to borrow
• When your business started and some general information about your business
• Your birthday and your social security number

What documents will you need for the next stage?

After we receive your application, our financing network will review your application and we’ll let you know what you’re eligible for. Depending on the types of loans or other financing you’re being offered, you may need to provide some of the following documents before your financing funds. And you won’t be asked to guess at anything: your Lendio funding manager will walk you through all of this.

You may be asked to provide:

Tax returns 

These will objectively show lenders how much money your company makes, how much you draw from the business, and how much money you personally have in the bank.

Some lenders will want to see profit on your business tax return—and if not profit, then a clear path to profitability. They’ll want to know that you pay your taxes in full and on time. 

Business bank statements

You will have already uploaded 3 months’ worth, but some types of financing can require additional bank info. These documents are used to show lenders your cash flow patterns. BTW, these will need to be business bank accounts, not a personal account.

A business plan

Some lenders will request a copy of your business plan, which they may review from two angles. 

First, they’ll be looking at the legitimacy of both the problem your business solves and your solution to it, as well as how you plan to bring your solution to market and how you plan to make money from it. 

And don’t make the mistake of thinking that only apps and tech platforms solve problems. A hair salon could solve the simple problem of there not being another hair salon closer than 6 blocks away, and it’s a perfectly sound solution to a perfectly reasonable problem.

Second, they’re looking for a good fit, both from your business and from you, and this could mean different things. You may not be a good fit if:

• They have a different idea of how you should be growing
• They don’t share enthusiasm for the category you’re in
• Any of a number of other reasons

Also, don’t worry about not being a good fit, however. Lendio works with 75+ lenders, which opens up a lot of options.

Profit and loss statement and balance sheet

A P&L statement, also known as an income statement, shows a business's revenues, expenses, and profits or losses over a specific period. It helps lenders understand how much money the company is making and where it is being spent.

A balance sheet provides a snapshot of a company's financial position at a given point in time. It lists all of the assets, liabilities, and equity of the business. This document gives lenders an overview of what the business owns and owes.

Business license and related documents

If you didn’t previously upload your business license, you may be asked to by some lenders to provide it now. You could also be asked for a copy of your LLC or articles of incorporation, if relevant.

Debt schedule

A debt schedule is a document that outlines all the outstanding debts of a business, including loans, interest payments, and other financial obligations. It is an important piece of information for lenders when considering a business loan application.

A debt schedule typically includes the following information:

• Outstanding balance: This is the total amount owed on a particular loan or debt.
• Interest rate: The annual percentage rate charged by the lender on the outstanding balance.
• Payment frequency: This refers to how often payments are due (monthly, quarterly, annually).
• Maturity date: The final date by which the loan or debt must be repaid in full.
• Collateral: Any assets that have been pledged as security for the loan.
• Guarantors: Individuals or entities who have guaranteed to repay the loan in case the business is unable to do so.

Documentation requirements for SBA loans.

If you have your heart set on a Small Business Association (SBA) loan, you’ll be asked for the following information in addition to the documentation listed above.

• Why are you applying for this loan?
• How will the loan proceeds be used?
• What assets need to be purchased, and who are your suppliers?
• What other business debt do you have, and who are your creditors?
• Who are the members of your management team?
• Anyone who owns more than 20% of the business will need to complete SBA Form 413.

If any of these seem confusing, don’t worry. If you apply for financing through Lendio’s marketplace, your funding manager will explain any additional documentation required. You’ll also upload everything in your online document center, so you’ll have a record of what you’ve submitted and what’s still missing.

It’s common for companies growing faster than their current income to seek outside capital to keep up their momentum. An under-capitalized business will find it difficult to make the leap required to scale and expand.

A clear first step to lining up outside capital is to determine whether equity investment or debt financing (or a combination of the two) might be the best route for your business.

What is equity financing?

When you own a business concept or company, there’s a subjective value attached to it called equity. The equity of any type of asset—whether intellectual or physical—is the value someone is willing to pay for it, minus its liabilities. That could mean the value of an entity today (measured in time and money invested) versus its value in the future (measured by comparable growth).

Once the owner and investor determine the “valuation” of the asset, the owner can then sell parts of the equity to raise capital. 

Types of equity financing.

There are a variety of methods to raise equity capital, including seed capital, angel capital, and managed venture capital. Here’s a closer look at each of these popular equity financing solutions. 

Seed capital

Seed capital typically comes from private investors (often personal sources like friends and family members) during the startup phase of a company’s development. It only qualifies as equity financing if the investor receives a piece of the company in return for its investment.

Angel capital

Angel capital comes from angel investors—typically high-wealth individuals who invest in businesses (startups included). In exchange for angel capital, an investor will require a piece of the companies in which they invest.

Managed venture capital.

Venture capital funds come from managed, pooled investments. This type of funding is usually only available to startups with the potential for rapid growth and high returns. Again, you’ll have to give up a share of your business in exchange for the investment dollars you receive. 

What is debt financing?

Debt financing is a source of business funding where a lender provides to the business an agreed-upon amount of money that is to be repaid over a period of time, in addition to any associated fees or interest.

Types of equity financing.

There are a variety of methods to raise equity capital, including seed capital, angel capital, and managed venture capital. Here’s a closer look at each of these popular equity financing solutions. 

Seed capital

Seed capital typically comes from private investors (often personal sources like friends and family members) during the startup phase of a company’s development. It only qualifies as equity financing if the investor receives a piece of the company in return for its investment.

Angel capital

Angel capital comes from angel investors—typically high-wealth individuals who invest in businesses (startups included). In exchange for angel capital, an investor will require a piece of the companies in which they invest.

Managed venture capital.

Venture capital funds come from managed, pooled investments. This type of funding is usually only available to startups with the potential for rapid growth and high returns. Again, you’ll have to give up a share of your business in exchange for the investment dollars you receive. 

Key differences between debt financing and equity financing

Understanding the key differences between debt financing and equity financing can help you make an informed decision tailored to your business needs.

1. Ownership and Control

• Debt Financing: You retain full ownership and control of your business. Lenders have no say in business decisions.
• Equity Financing: You give up a portion of ownership in your business. Investors may have input on business decisions and strategic direction.

2. Repayment Obligation

• Debt Financing: Requires repayment of the borrowed amount, plus interest and fees, according to the lender’s terms.
• Equity Financing: No obligation to repay the investment. Investors expect returns in the form of dividends or an increase in the company’s value.

3. Profit Sharing

• Debt Financing: Profits remain with the business owner. There is no requirement to share profits with lenders.
• Equity Financing: Profits need to be shared with investors based on their equity stake. This can reduce the total profit that goes back to the business.

4. Credit Impact

• Debt Financing: Can help build business credit if the lender reports to credit agencies. Poor credit might make it difficult to qualify.
• Equity Financing: Doesn’t impact business credit directly. Credit history is generally not a barrier to obtaining funds.

5. Business Risk

• Debt Financing: Poses a risk if the business is unable to meet repayment obligations, potentially leading to loss of collateral or personal assets if a personal guarantee is involved.
• Equity Financing: Reduces financial risk since there’s no debt to repay, but you risk losing a measure of control and having to share future profits.

Considering these differences can clarify which financing option aligns best with your business goals and current financial situation.

When to choose equity vs. debt financing.

Every business has to choose for itself whether equity financing or debt financing makes the most sense, and many companies opt for a mixture of both types of funding. There are risks with either option you choose. 

If your business closes and it still owes outstanding debts, you may still have to repay those loans plus interest. The same isn’t true with equity financing. On the other hand, if you sell your business for a sizable profit, paying off shareholders could be much more expensive than the cost of paying off a business loan. 

It’s up to you to weigh the pros and cons of each type of financing and figure out which solutions make the most sense for your business. 

Lendio’s mission is to empower your small business by making small business loans simple by providing options, speed, and trust. Whether you are looking for an acquisition loan or a startup loan, Lendio offers hundreds of different loan products from a variety of lenders. Find out which business loan is best for you.

Understanding how credit scores are calculated can sometimes feel like unraveling a complex puzzle. However, breaking down the key components gives a clearer picture of how these scores are derived and what they signify. A credit score is essentially a numerical representation of your creditworthiness, influenced by various financial behaviors and patterns. This guide will delve into the factors that impact your credit score and explain how each element contributes to your overall rating.

What is a credit score?

A credit score is a numerical representation of your creditworthiness. It is calculated based on your borrowing and payment history and indicates to lenders how likely you are to repay your debts on time.

It’s also important to understand that you don’t have just one credit score—different lenders and credit reporting agencies use multiple credit scores. While most scoring models assess similar factors such as payment history, amounts owed, length of credit history, new credit, and types of credit, they may weigh these factors slightly differently, resulting in variations in your score.

How is a credit score calculated?

The most common credit score you’ll hear of is FICO or the Fair Isaac Corporation. FICO determines the creditworthiness of an individual with a number, typically between 300 and 850. This FICO credit score is the lending industry standard for making credit-related decisions.

FICO scores are calculated from information pulled from the three major credit bureaus in the United States: Experian, TransUnion, and Equifax. These bureaus, in turn, gather information from lenders like credit card companies, student loan lenders, and banks.

FICO credit scores are divided into several ranges that help lenders assess an individual's credit risk. Here's a breakdown of the different ranges:

• Very Poor (300-579)
• Fair (580-669)
• Good (670-739)
• Very Good (740-799)
• Exceptional (800-850)

Your personal credit score has a large impact on your ability to get a business loan. Most lenders will have a minimum credit score requirement in addition to other eligibility criteria.

FICO determines your credit score based on five factors, but each is weighted differently. Your repayment history and overall credit utilization are the main components of your score.

5 components of your FICO credit score.

1. Payment history

FICO says that payment history determines 35% of your credit score, making this factor the most important aspect of your credit reports. The guiding wisdom here is that past repayment behavior is the best way to determine your ability to pay off new debts.

“Both revolving credit (i.e., credit cards) and installment loans (i.e., mortgage) are included in payment history calculations, although installment loans take a bit more precedence over revolving credit,” financial expert Rob Kaufman of FICO writes. “That’s why one of the best ways to improve or maintain a good score is to make consistent, on-time payments.”

You can boost this portion of your score, and, therefore, greatly boost your FICO credit score overall, by paying down existing debts. One of the fastest ways to push your score skyward is to pay off a debt like a credit card completely. Even ensuring your payments are timely can have an impact, although paying above the minimum will compound your efforts to improve your score.

2. Amounts owed

The next biggest factor FICO uses in determining your credit score is your “credit utilization.” As the term suggests, this metric compares the amount of credit you are using to the credit available to you. This factor accounts for 30% of your FICO score.

Basically, your credit utilization is the percentage of debt you carry. If your credit burden is high, it will lead lenders to believe that much of your monthly income is going toward debt repayments.

“Credit score formulas ‘see’ borrowers who constantly reach or exceed their credit limit as a potential risk,” Kaufman explained.Generally, a “good” credit utilization ratio is 30% or less. Improving this aspect of your credit score can require some strategic thinking. If you pay off a credit card, you might want to keep that account open so the open credit line pushes the ratio in your favor. Similarly, asking for credit limit increases can better your burden percentage.

3. Length of credit history

The number of years you have been using credit has an impact on your score. FICO says it makes up 15% of your score, although this can be a bigger factor if your credit history is very short.

“Newer credit users could have a more difficult time achieving a high score than those who have a credit history,” Kaufman said, “since those with a longer credit history have more data on which to base their payment history.”

It’s smart to always have some lines of credit open, even if you aren’t using them. This approach is especially true if you, or your children, are young adults, although you want to ensure you can responsibly handle credit cards.

4. Credit mix

Credit mix accounts for 10% of your FICO score, so it is a relatively minor factor unless your credit history is limited. Generally, lenders like to see several different kinds of lines of credit on your report, like credit cards, student loans, auto loans, and mortgages.

“Credit mix is not a crucial factor in determining your FICO score unless there’s very little other information from which to base a score,” Kaufman stated.

If you have multiple lines of credit open, you probably don’t have to worry about this factor. Instead, focus on changing your credit utilization ratio or improving your repayment history.

5. New credit

The final 10% of your FICO score is determined by how many lines of credit you have opened recently. This aspect is why people say hard checks on your credit score can actually hurt your standing.

“Opening several new credit accounts in a short period of time can signify greater risk—especially for borrowers with a short credit history,” said Kaufman.

When you apply for a new credit card, loan, or lease, lenders look at your credit history. This check itself shows up on your credit report, even if you were denied the line of credit.

Inquiries can remain on your credit report for 2 years, but FICO only includes credit checks made in the last 12 months in determining scores. “Soft” checks on your credit, like credit monitoring services, are not included.

What doesn't affect your credit score?

Several factors contribute to your credit score, but some things don't impact it:

• Personal information: Age, race, ethnicity, nationality, sex, and marital status don't influence your credit score.
• Soft inquiries: Background checks by potential employers or when you check your own credit report don't affect your score.
• Salary and employment: Salary, employment history, and occupation are not considered when calculating your credit score.
• Location and rental payments: These are not factors unless reported to and recorded by credit bureaus.

Lenders may use this information to evaluate credit applications, but it doesn't directly affect your numerical credit rating.

Established online marketplaces like Etsy are another way to strengthen your online presence. Etsy can help you market your business to a broader customer base and increase your online sales. We’ll walk you through everything you need to know to set up a successful Etsy shop— from who benefits to a step-by-step walkthrough on how to open a shop and what steps you can take to help your business stand out from the competition.

Before you set up your Etsy shop.

Before starting any business venture, you should perform market research. Etsy is no different. You can take a few simple steps before you begin that will help inform your Etsy shop setup to save you time and maximize the impact of your efforts.

Peruse the site’s navigation.

Spend some time looking through Etsy’s menus. Look at the different categories and subcategories. How easy is it for the casual user to find your product category? Does your product clearly fit into one of the categories? If not, where would your product best fit?

Get a sense of the competition.

Imagine that you are your target customer. Enter the keywords you think they’d search to find your product. How many results come up? How is your product different from what’s already offered? This step will give you a sense of how steep the competition is and what you’ll need to do to stand out from the crowd (more on that later).

How to set up an Etsy shop.

1. Register for an Etsy account.

2. Create a shop.

3. Set your shop preferences.

4. Choose your Etsy shop name.

5. Create listings

6. Choose how you want to accept payments.

7. Set up billing information.

8. Open your shop.

9. Market, sell, tweak, repeat.

How to set up an Etsy shop.

Setting up an Etsy shop is an easy 8-step process. Grab yourself a fresh cup of coffee or a glass of water, and let’s do this. Your shop can be up and running before you even need a refill.

1. Register for an Etsy account.

If you already have an Etsy account, you can use your email login. You can also choose to log in using your Facebook or Google accounts. If you want to separate your personal browsing from your business selling account, you can set up a new account using your business email. Registering for an Etsy account is totally free. 

To set up an account, click the “Register” button at the top of the site. It will prompt you to enter your email and first name and create a password. As with any online platform, you’ll want to review Etsy’s Terms of Use and Privacy Policy. Once you click “Register,” Etsy will email you to confirm your account. Click the link and voila, you’re up and running with your very own Etsy account. 

With your brand-spanking-new Etsy account, you can:

• Add items to your favorites
• Use Etsy’s on-site messaging system
• Set up your shop
• Post in the community

Log in to your account, and we’re ready to move on to the next step. 

2. Create a shop.

Once you’re logged in, you want to click on “Sell on Etsy.” Again, it’s on the top of the home page. You should find it just to the left of the “Register” button. Stuck? You can also use this link, and it’ll take you right there. 

Click on the “Open your Etsy shop” button. Boom. We’re onto the next step. Oh, and if you skipped step one, Etsy will prompt you to create an account or log in here. 

3. Set your shop preferences.

Next, you will be prompted to enter your preferences for language, country, currency, and your time commitment to operating the shop:

• Shop language: The default language you will use to describe your items. If you want to add translations into other languages, you’ll be able to make that adjustment after you open your shop. 
• Shop country: What country you’re based in. 
• Shop currency: The currency you will use to price your listings. Generally speaking, it’s recommended that you use the same currency as your bank currency, as currency conversion fees may apply if your bank’s currency is different from the currency used in your shop. 
• Time commitment: Is this a full-time job or a part-time job? Etsy requests this detail for informational purposes. Your answer will not affect the setup of your shop. 

4. Choose your Etsy shop name.

Choosing your shop name may look different for new businesses than for established businesses.

Naming an Etsy shop for an established business.

Since your business already has a name, you’ll want to follow it as closely as possible. If that username is already in use or doesn’t meet the Etsy shop name requirements, it’s advisable to use the same username as your other social media handles. Maintaining consistency across multiple platforms makes it easier for your customers to find you and follow you from platform to platform in addition to adhering to brand standards. 

Naming an Etsy shop for a new business.

If this is your first time naming your business, we recommend you consult our post on “How to Name Your Small Business.” It will walk you through considerations like checking if the trademark is already in use and choosing a name that makes your business easy to find. 

As a rule, the best business (and Etsy shop) names are easy to remember, unique, and tell your customers what you sell. 

Requirements for naming an Etsy shop.

Whether you’re launching an Etsy shop for a new or existing business, Etsy shop names must meet the following requirements:

• 4-20 characters long
• No spaces, punctuation, or special characters
• No profanity
• Not already in use by an existing Etsy member
• Does not infringe on another’s trademark

If you’re still at a loss for what to name your new shop, Etsy has provided some helpful tips for choosing a shop name. 

5. Create listings

Now that you have a shop, it’s time to fill it. Add product listings to your shop by adding photos, creating the listing description and name, completing inventory information, etc. For each listing, you will need to follow these steps:

Add photos and videos.

Click “Add a photo” to upload photos from your computer. You can upload photos individually, or you can save time by selecting multiple photos so all the photos for a listing upload at once. Hit “Choose” to upload the photos. Etsy recommends that you upload at least 5 photos per listing with a variety of angles. 

Photos need to be at least 2,000 pixels wide, but they can vary in height. You don’t have to worry about reducing the size of the photos, either. Larger photos give shoppers the ability to zoom in, allowing them to achieve a more tactile-feeling online shopping experience. Once photos have been uploaded, you can easily rearrange them by clicking and dragging them into your preferred order. 

You can also upload a video showcasing specific features or details of your products. Videos can be 5–16 seconds long. Once uploaded, they will not contain any audio, so be sure your video works as a visual-only feature.

Choose the thumbnail photo.

Now that you have all these stellar photos, you need to choose which one you want customers to see first. This is the thumbnail photo. You can set the thumbnail photo by clicking and dragging it into the number 1 slot. 

To adjust what customers see in the thumbnail preview, click “Adjust thumbnail” below your first photo. This will allow you to change the square’s position in the photo or zoom in. Once you’ve chosen your new thumbnail orientation, click “Save.”

Add listing details.

Listing details are how Etsy users find products. Without accurate and complete listing details, trying to find your listing will be like looking for a needle in a haystack. Remember that there are 2.5 million sellers on Etsy. Filling out the listing details will help shoppers find you. 

For each listing, you’ll need to include the following:

• Title: Give your item a descriptive title. Including the most searchable words at the beginning will increase the likelihood that your product will show up in appropriate searches. 
• About the listing: These dropdowns will help you to categorize your item. Because you select from predetermined categories, completing this section is a matter of a few clicks. In this section, you can mark attributes like “handmade,” “vintage,” etc. 
• Listing categories: Choose the categories to which your listing belongs.  Instead of combing through the list and picking every category that could tenuously apply, take a more discerning approach. Consider where buyers might look to find your specific item, and choose the categories that will increase their chances of finding it easily and swiftly. 
• Add attributes (optional): Attributes include characteristics like color, occasion, or holiday. This is another way Etsy makes it simpler for shoppers to find your items more easily.
• Choose a renewal option: An Etsy listing will stay live on the site for 4 months at a time. Listings automatically renew after that time as a default setting. If you want to control when your listings renew, you can select the “Manual” setting.

Describe your listing.

The next step is to describe your listing. This description is the meat and potatoes of what shoppers will read when they view your listing. You’ll need to indicate whether it’s a digital or physical item. Then you can add a description of the item, its dimensions (if applicable), the production process, etc. 

You’ll want to take the time to include information about materials, size, how it was made, unique features, etc. to give buyers as much information as possible. It may also save you from having to answer many repeat questions. 

You can also include the following optional information:

• Your production partner (if applicable)
• Whether or not the item can be customized
• Which section of your shop the listing falls into if your shop has sections
• Tags (Etsy recommends using all 13 tags available to you)
• Materials
• Price per unit (applies to sellers in the EU)
• Main features (for sellers in Germany)

Add inventory and pricing.

Decide how much your items will cost, and let Etsy know how many you have to sell. In this section, you can also select preferences or include the following: 

• Shop tax rates
• SKUs
• Variations (if you offer different sizes and colors, you can include up to 2 variations per listing)
• Personalization

Add files (for digital items).

If shoppers can digitally download your items once purchased, be sure to add the files to your Etsy shop. This reduces your manual labor and increases the speed at which buyers will receive the items, a winning combination for exceptional customer experience. 

Set up shipping.

Choose how you want to ship your physical items. You have options!

Marketing

If you’re running an Etsy Ads campaign, you can choose to include your listing in that campaign. If you are running a campaign, listings added from the “Sell on Etsy” app will be automatically added to the campaign. If you want to choose which listings you advertise, you can find what you need to control those settings here. 

Publish or save your listing.

Your listing won’t be saved until you click “Save as Draft” or “Publish.” Be sure to save your listing so you don’t lose the progress you’ve made and have to enter it all over again. 

6. Choose how you want to accept payments.

If you’re in an eligible country, you’ll receive payments through Etsy Payments. Etsy Payments allows customers several payment options while simplifying and consolidating payments in your seller account. 

If you’re in a country ineligible for Etsy payments, you can receive payments via PayPal. 

7. Set up billing information.

Depending on your country, you will need a credit card to open your shop. Sellers in certain countries will be asked to keep a card on file as a means of identity verification. The card should be a: 

• Visa
• Mastercard
• American Express
• Discover
• Carte Bleue (France)

8. Open your shop.

Once you’ve completed these steps, click “Open Your Shop.” You can always add listings and make updates or changes to your shop after it’s open.

9. Market, sell, tweak, repeat.

Congrats! Your Etsy shop is up and running. Now you can dedicate your efforts toward making your listings and your shop stand out. Track how your listings perform. If they don’t get traction at first, don’t lose hope. Trial and error is a part of business, and you’ll likely have to do some testing before you find the best strategy, especially if you’re in a competitive category. Etsy Ads may be helpful to get your product seen. Tools like eRank can help you learn more about your listings’ search performance. And of course, if you have an established audience, don’t forget to let them know you’re on Etsy!

Etsy fees

Etsy charges a $0.20 fee for each listing (regardless of whether the item sells). When you sell an item, Etsy collects a 5% transaction fee. They also charge payment processing fees, and you may encounter some additional seller fees. To learn more, you can review Etsy’s full fee and payments policy.

Every business will face an emergency at some point. Building a cash reserve will help your small business to weather the storm. 

What is a cash reserve?

Cash reserves are funds set aside to cover unexpected expenses or financial emergencies. It serves as a crucial safety net for small businesses.

How much money should go into a cash reserve?

Step one for building a cash reserve for your business is understanding how much money you need. Look at your finances and determine your average monthly cash outlay. Based on your business’s needs, set a goal to save enough cash to withstand whatever timeline you believe is necessary. 

At the bare minimum, you should have at least 3 months’ worth of savings in your reserve at any given time. Ideally, you would save up to 6 months’ worth.

Review a list of non-negotiable expenses each month. These costs include your rent, employee pay, and vendor agreements. If you want to save even more, you can look for negotiable expenses (or expenses that you could cut if your business closed) and save for those as well. These costs can include marketing, materials, and inventory.  

To calculate your ideal business cash reserve amount, understand that you should expect zero revenue during an emergency closure. Your business will need to rely on your reserves entirely. For example, a hurricane could shut down your business for a month and require repairs. During this window, there may be no way for your business to earn a profit, and you would need to eat into whatever cash reserves you had.

You never want to face a situation where your business will have to close for 3–6 months, but having enough cash available to sustain your company through that downtime will give you some peace of mind.

Treat your cash reserve like a fixed expense.

You likely have several fixed expenses each month—these costs are recurring and do not fluctuate monthly. Common fixed expenses for small businesses include rent, insurance, and car payments for fleet vehicles. If you are serious about setting up a cash reserve, treat it as an additional fixed expense. 

Move your savings into a separate account, or create a label within your accounting system for the cash reserve. This way, you will allocate funds to the cash reserve automatically before you look at your more dynamic costs or calculate your monthly profits.

You don’t need to set aside much each month (even a few hundred dollars monthly will add up over a year). However, the sooner you have your reserve built, the better off your business will be if you need to close suddenly for an extended period.

Create a guide for when you can use your reserve.

Whether you are a small business owner with a few employees or a growing brand with a large team, develop a policy for when it’s acceptable to pull from your cash reserve. These guidelines can be a simple written agreement that you keep in your accounting documents or part of your company’s financial bylaws. 

This guide is meant to prevent abuse from you and your team—you don’t want to pull from your cash reserve for small problems and repairs, diminishing the amount you have saved. It’s entirely possible to eat away at your reserve if you don’t have a plan in place for when to use it. 

Consider creating guidelines to approve the use of these funds. For example, you could require both co-owners to sign off on using funds or require board or investor approval. These steps help create safety nets within your company to protect your funds until you really need them.

Pay back your reserve if you use it.

If you dipped into your cash reserve during the pandemic or needed it for other emergency expenses, don’t forget to pay it back afterward. Cash reserves are meant to be used from time to time, but they are also meant to be repaid when used. 

If you’ve followed the advice above, you’ll have established your cash reserve as a fixed expense so it will begin replenishing quickly. However, if you drained a large portion of it, you might want to increase your monthly repayment amount or even consider adding a lump sum to the reserve.

Any cash reserve is better than no cash reserve. 

Don’t get overwhelmed with the idea of needing several months of savings immediately. If you feel like creating a cash reserve is an impossible task, then you’re more likely to give up in a few months. 

Know that your reserve is going to start small and that it’s okay. Any money you have set aside will help. It doesn’t matter how much or how little you put into your cash reserves—over time, that money will grow. Eventually, you’ll have a safety net to keep your business thriving through any crisis.

Maybe your company is at a crossroads. Or perhaps you’re considering what strategies to implement for the year ahead. Maybe you want to evaluate how your current systems are working or whether you should go ahead with a new product launch. 

There’s no doubt that these can be overwhelming issues and decisions for business owners to tackle. The good news is that there’s a helpful tool you can use to facilitate your decision-making process: a SWOT analysis. 

You may have heard the term before and written it off as too complicated or not a fit for your small business. But, in reality, a SWOT analysis is an assessment tool that’s simple to use and provides a big-picture view of your company's overall status. You can use it to set goals, determine risks, plan, and identify critical issues that impact your business. 

Wondering how to get started? Let’s dig into why a SWOT analysis should be in your business toolkit and how you can conduct one.  

What is a SWOT analysis?

A SWOT analysis can and should be performed by businesses of all sizes. Whether you're just starting out or well-established in your industry, you can benefit from performing a SWOT analysis.

SWOT is an acronym for:

• S: Strengths
• W: Weaknesses
• O: Opportunities
• T: Threats

You’ll identify topics under each letter of the acronym to grasp the internal and external forces that can impact the success and well-being of your company.

Developed in the late 1960s, SWOT is a well-respected and highly-practiced business analysis process. Often included as part of an overall business plan, it can also be used throughout a company's lifespan for strategic planning, to prepare for significant changes, and to support business growth. 

Why Perform a SWOT Analysis?

When you're faced with a strategic decision or looking for ways to improve your business, conducting a SWOT analysis is an essential place to start. Depending on your industry and your activities, a SWOT analysis can be completed every 6 months to one year or as needed to address critical decisions and shifts in your industry.

Companies may want to complete a SWOT analysis for many different reasons, and there are numerous benefits associated with performing one. A regular SWOT analysis can help you: 

• Jumpstart strategic planning for the upcoming year
• Understand your competitors and industry
• Improve operations
• Discover new opportunities for growth in your market
• Identify and adjust for risks
• Reevaluate current strategies that may not be working
• Prepare for expansion or new product rollouts
• Brace for and proactively respond to emerging threats
• Decide where to focus your resources

Needless to say, that handy little acronym can reveal a lot about your business. 

How to do a SWOT analysis.

Before you get to work on your own SWOT analysis, let's first take a closer look at the elements you’re analyzing.

In a SWOT analysis, there are two types of factors: internal and external. Generally speaking, the internal ones are elements you have control over—like your resources, people, and operations. In contrast, external elements are out of your control and would be there with or without your business—like your industry, competition, and market.

Here’s how that plays out in your SWOT analysis: 

• Internal factors: Strengths and weaknesses
• External factors: Opportunities and threats

Now, let’s break down each of the four pieces of the acronym. 

Strengths

What makes your company strong? What are you doing right? These are some of the queries you'll want to answer when considering your company's strengths. As the name implies, strengths focus on the elements of the company where you excel and stand out from the competition. 

EXAMPLE: Our high-quality customer service is unmatched in our industry. 

Weaknesses

Weaknesses are where your company falls short. It can sting a little to pick apart all of the things that you aren’t doing right, but it’s important to figure out where you could improve and areas where your competitors are performing better. After all, these weaknesses stand in the way of you achieving your business goals. 

EXAMPLE: We struggle with retention and have high staff turnover. 

Opportunities

Opportunities are where you tap into possibilities that could help your company grow. Think about what gaps in the market you could fill in or what trends you could take advantage of. Don’t limit yourself here—this piece is all about dreaming big. 

EXAMPLE: Our customers have been requesting a new product that we could easily launch. 

Threats

Threats include any outside forces that could negatively impact your business. Is your company at risk? It’s not a fun question to answer, but it’s an important one. Threats are elements that could harm your company and could range from changes to regulations to an economic downturn. 

EXAMPLE: We have a lot of new competitors cropping up, and the market is becoming saturated. 

You won’t just identify one topic for each letter of the acronym—this is all about thinking critically and generating as many ideas as possible. Aim to come up with at least 3 answers for each letter of your SWOT analysis. 

SWOT analysis example

Strengths

• Strong Brand Recognition: Our brand is well-known and respected in the industry, which builds customer trust and loyalty.
• High-Quality Products: We consistently produce high-quality products that meet or exceed customer expectations.
• Skilled Workforce: Our team consists of highly trained professionals who bring a diverse range of skills and expertise.

Weaknesses

• Limited Market Presence: Our presence is concentrated in a few key markets, leaving room for growth in other regions.
• High Operational Costs: Maintaining our high standards of quality increases our operational costs, impacting profitability.
• Outdated Technology: Some of our production processes rely on outdated technology, which can slow down efficiency.

Opportunities

• Market Expansion: Emerging markets present an opportunity to expand our reach and increase market share.
• Innovative Technologies: Investing in new technologies can streamline operations and reduce costs.
• Sustainability Trends: Growing consumer interest in sustainability provides a chance to develop eco-friendly products and enhance our brand image.

Threats

• Intense Competition: Increasing competition from both established brands and new entrants poses a continuous threat.
• Economic Fluctuations: Unpredictable economic conditions can impact consumer spending and our sales.
• Regulatory Changes: New regulations in our industry could require costly adjustments to our business practices.

How to execute a SWOT analysis for your small business.

You’re probably picking up on the fact that a SWOT analysis doesn’t need to be overly complicated, and you don't have to be a big corporation with many different departments to conduct one.

In fact, even solo entrepreneurs will find this to be a useful tool. Here are a few more tips to help you get started on the right foot: 

• Determine Your Reasoning: As mentioned previously, a SWOT analysis can be performed yearly, every 6 months, or as needed. It can be used for a specific area of your business, as part of a product rollout or business plan, or to help decision-making. Understand why you want to do one right now, as that’s an important context to keep in mind as you move forward.
  
• Gather Your Team: The more input and perspective you have, the better. Decide who you need to include to help you complete as candid of a SWOT analysis as possible. Typically, SWOT analyses are held as brainstorming sessions with key personnel within your company. They may include project managers, department heads, owners, and other staff. If you run your business alone, ask for input from those close to you or who are somewhat involved in your company, such as friends, family, a mentor, or your accountant.
  
• Create Your SWOT Framework: A typical SWOT analysis is displayed as a 2-by-2 grid. Each SWOT element (strengths, weaknesses, opportunities, and threats) is represented in clearly labeled quadrants. You can easily create the grid in Word or PowerPoint, but you can also use SWOT software, free templates, and generator options available online. Ones you may be interested in include Canva, SmartSheet, Creatly, Lucidchart, and SWOT.
  
• Solicit Honest Feedback: Remember, you don’t have to go it alone. Ask your staff members questions and write down all their responses to get as well-rounded of perspective as possible.
  
• Analyze the Results: Your SWOT analysis doesn’t do any good if you don’t take action on what you uncover. It’s up to you to use that information to determine your business strategy moving forward. Create an action plan with deadlines to address issues over the short- and long-term. We’ll talk about this more in the next section. 

How to use a SWOT analysis.

Once you've completed the above steps, it's time to analyze your findings. While a SWOT analysis offers a useful review of what's working in your company and what isn't, its real value lies in combining the results.  

The process of combining elements of a SWOT analysis is known as matching, and it can help you look at the information in new ways and reveal other findings. Need some inspiration? You can combine elements in the following ways:

• Strengths + Opportunities: Can determine areas where you can use your strengths to seize upon opportunities. 
• Weakness + Threats: Can identify the weaknesses you should work on to avoid potential threats.
• Weakness + Opportunities: Can show you where to improve your weaknesses so you can take advantage of opportunities.
• Strengths + Threats: Can indicate where you can use your strengths to diminish or remove threats. 

Another way to look at your findings is through something called converting. Here you'll want to analyze the data you've collected on your weaknesses and threats to see if you can convert them into positives.

Once you've accumulated all of your information, you can now create an action plan that you can apply to the appropriate level of your business. 

Get started with your own SWOT analysis.

Whether you want a once-a-year overhaul of your business plan or need to decide if it's the right time to expand, a SWOT analysis is where you'll want to begin. 

As an integral part of the decision-making process, this helpful tool can provide you with a comprehensive look at your business and help you determine your next steps. That way, you can make business decisions with more confidence—and less confusion. 

What’s the difference between cash flow and profit? 

As a business owner, these two terms can feel interchangeable. But the truth is, they’re far from it—and knowing when to prioritize one over the other can help you make better strategic decisions in that moment.

What is cash flow?

Whether you’re just starting a business or have an established brand, you’ll feel the effects of cash flow similarly. Cash flow is simply the movement of liquid money (cash) in and out of your business at a specific point in time.

When you execute a business transaction and receive money, that’s an inflow of cash. When you spend money on inventory, bills, or other expenses, that’s an outflow of cash. As you track the movement (flow) of cash in and out of your business, you’ll find that you are either operating:

If you have positive cash flow, you have enough cash to cover your financial obligations. If you’re operating with negative cash flow, you are not bringing in enough cash to cover your current expenses and will likely need additional business financing to continue running at your current pace.

What is profit?

Profit refers to the remaining revenue after all expenses are paid. If you have a positive value after subtracting total expenses from total revenue, then you’re profitable. If you have a negative value, you’re spending more than you’re making over that timeframe and are operating with a loss.

Profit can be used in many ways. You can distribute profit to other owners or shareholders, invest it back into the business, or save it in a reserve fund in case of emergency.

For many small businesses, profitability fluctuates throughout the year. Take toy and hobby retailers, for example, which arguably see the bulk of their sales in the final quarter of each year. This imbalance creates cyclical ebbs and flows of profitability, which can be misleading without the proper context.

What’s the difference between profit and cash flow?

Cash flow and profit are just two of many financial metrics business owners and investors use to assess the health of a company. Both measurements have their own advantages and disadvantages, and it’s up to you to understand how to use each to make better strategic decisions.

However, the difference between profit and cash flow can be tricky to grasp because they both relate to the balance of money within your business. Complicating the matter further, businesses can actually operate with a positive cash flow without being profitable—and may be profitable with a negative cash flow.

Timing is the subtle difference that needs to be considered when comparing cash flow to profit.

Cash flow focuses on the past, looking at the actual money that has come in or left your business at a specific point in time. Profit looks at the past, present, and future of your business and includes liabilities like accounts receivables and long-term debt, which are expected expenses or future cash.

For example, if you sell an item on credit, you don’t actually have the cash on hand—it’s an account receivable, which still needs to be collected. However, it’s considered revenue because the liability of payment has passed on to your customer, and it is used to measure profitability.

On the other hand, cash flow will only measure money that comes in and leaves your business. As a result, it won’t recognize that transaction until the cash is received from the credit purchase.

When to prioritize cash flow vs. profit.

Cash flow and profit both have their purposes as financial metrics, and business owners would be wise to measure and analyze each ongoingly and for different scenarios.  

For example, if you want to have an overarching view of your business and its long-term viability, profit can shed more insight than cash flow because it takes a holistic view of your income and financial obligations. However, if you want to see a snapshot of your financial efficiencies at a specific point in time, cash flow may give you more perspective because it’s focused more on your day-to-day operations.

Cash flow or profit: What’s more important?

Cash flow and profit are both important, and business owners and investors may focus on each at different times and for specific reasons. Determining whether profit or cash flow is more important will be based on your unique situation.

Understanding the relationship between cash flow and profit can help you identify when to look at one or the other. This insight alone will put you in a better position to make the right decisions to guide your business forward.