Tuesday, September 11, 2012

Paperly's Starter Kit: Different is Okay

Paperly's Starter Kit is different. Different can  sometimes feel good, but other times different can feel unsettling. I thought I'd take a moment to explain the rational behind Paperly's "different" Starter Kit.

The Past
Originally, Paperly's Starter Kit was $249. Wow! That was a big investment for a new Consultant. However, the Kit was full of samples, printouts of training & promotional materials, 2 different catalogs, etc. Unfortunately, the Kit was a big, heavy, cumbersome mishmash that didn't meet the needs of the Consultants for a number of different reasons:
  • It was too expensive. The $249 price tag prevented too many from joining Paperly.
  • The training & promotional materials were outdated almost as soon as they arrived on the new Consultant's doorstep. Paperly needed a more timely and accessible repository of documents.
  • But most importantly, the samples were too generic. Sure, it's nice to receive a platter in a Floral design personalized with "Jane Doe". But what if the Consultant didn't like Florals?  Or didn't like the font we chose?  Or worse - what if her customers don't like Florals? Not surprisingly, the generic samples didn't generate the passion and enthusiasm from the new Consultants we had hoped.
We knew we had to make a change.  But equally as important, we knew we had to make Paperly different so that it would standout from the crowd.

The Present
In January 2012, Paperly launched its current Starter Kit and we believe it solves all 3 of the problems listed above: price, timeliness and passion.
  • Paperly's Starter Kit is now only $99. We stripped away the extraneous pieces but retained everything critical for new Consultants to start and grow their Paperly business.
  • Paperly's training & support documents are now available instantly online. As soon as a new Consultant enrolls, they can login to their Virtual Office and immediately begin reviewing critical training documents such as Paperly's "12-Week Roadmap to Success". Plus, we are no longer terrified of included an outdated promotion into the Kit; instead, it's always online and accurate.
  • Most importantly, we removed many of the generic samples and instead began offering new Consultants "40% off for 40 Days".  Now Consultants can choose the exact product they want, in the exact design they want, with the exact personalization they want. We have found Consultants are 100x more passionate about a sample when it reflects their personal style.
We are confident the ability to personalize the Starter Kit with the exact products a new Consultant wants makes Paperly sufficiently different. Yes, sometimes it's unsettling to a new Consultant - i.e. "I now need to choose my samples?"  But all in all, we are VERY proud of Paperly's current Starter Kit.  And yet... in order to remain ahead of the curve, Paperly has further plans for what it offers new Consultants.

The Future
Paperly's Starter Kit needs to continue to evolve. The "40% off for 40 days" promotion has been a huge hit, so I expect to keep it.  And yet, I want to include additional samples into the Kit.  For example, it makes sense to include a Paperly-branded key chain or bag tag, doesn't it? And instead of single sheets of Paperly's notepads, we probably should include entire notepads, right?  Also, we could add some timeless promotional & training materials - such as Hostess Rewards, the Commission Plan, etc. - and not worry about these documents becoming extinct instantly.

In conclusion, I am confident Paperly's Starter Kit will always be a bit unique, but will always far exceed its primary purpose: To help Consultants start and build their Paperly business. In the end, I'm okay with being different.

- Jay Rudman, CEO, Paperly

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