Monday, April 23, 2012

Paperly: A DSA Rising Star?

Recently, Paperly applied for the Direct Selling Association's Rising Star award. The award is designed to recognize up-and-coming direct selling companies that have dedicated themselves to achieving a high standard of excellence in business operations. The criteria includes being board-approved members of the DSA for more than a year but having been in business less than five years, showing a consistent pattern of growth and illustrating a commitment to the DSA’s Code of Ethics. I thought you might enjoy reading a synopsis of Paperly's application.

Personalization at Paperly’s Core

Although “paper” is rooted in its name, “personalization” is truly at the core of Paperly’s product line. Approximately 50% of Paperly’s products are traditional stationery items (e.g. flat/folded notes, notepads and memo sheets), while the remaining 50% is comprised of personalized hard goods.

Consistent & Continued Growth: Consultants

One measure of Paperly’s consistent growth is the number of Consultants it has added year-over-year. For example, from 2009 to 2010, Paperly's Consultant base jumped 94%. From 2010 to 2011, it increased 63%.  And in the first quarter of 2012 alone, Paperly has already enrolled nearly 70% of its full-year total from 2011.

Another measure of Paperly’s growth is the scope and geographic diversity of its Consultants. From 2009 to 2011, Paperly’s presence grew from 8 states to 28 states coast-to-coast (not to mention Paperly also has Consultants located in Alaska, Hawaii, Puerto Rico and overseas U.S. military bases). These numbers suggest there are no geographic biases to constrain Paperly’s future expansion.

Consistent & Continued Growth: Volume

Beyond its growth in Consultants and states, Paperly has also seen tremendous increases in revenue, orders and guests. For example, from 2010 to 2011, it saw its revenues increase by 49%, its orders increase by 58% and its number of ordering guests increase by 48%. Even with Paperly’s dramatic growth, its average commissionable party volume has remained unchanged at $439, a strong indicator of the consistency and staying power of Paperly’s party-based business.

Commitment to the DSA Code of Ethics

In 2011, Paperly was recognized for its participation in the DSA’s Code of Ethics Communication Initiative. (Paperly has applied for recognition again in 2012.) Paperly’s recognition was based, in part, on its linking to both and, training Paperly’s sales force about the Code and including the Code within its policies manual. As a further sign of its commitment to the Code, Paperly has participated in all DSA-sponsored Chief Responsibility Officer teleconferences.

Well-Rounded Business Strategy

Paperly is proud of accomplishing the following milestones, each of which supports a pillar of its business strategy:

Training & Development
  • Paperly conducted its first-ever National Consultant Conference in Atlanta. Approximately a dozen Consultants participated in the 3 day event.
  • In 2011, Paperly graduated its first 2 classes of its Future Leaders Program. Class #3 began in February 2012.
  • Paperly hosted 5 Consultants for 3 days at Home Office in June 2011 for its inaugural President’s Council

Marketing Toolkit

  • Paperly’s replicated website,, enables its Consultants to accept online orders as well as manage their back office virtually.
  • Paperly launched an e-newsletter service to enable its Consultants to connect with her/his customers on a consistent basis.
  • Paperly’s Marketing Portal provides its Consultants company-branded, personalized marketing materials (i.e. business cards, postcards, banners, etc.) at discounted prices.


Although there was more to the Rising Star application, these were the highlights.  I hope they've given you further insight into Paperly. I'm proud of the path Paperly has taken to date, and I cannot wait to show you what the future holds. I hope you decide to come along for the amazing journey ahead.

As always, if you have any questions or comments, please feel free to call or email me.

Jay Rudman, CEO, Paperly