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What it is
Complete guide for handmade and artisan sellers covering Etsy optimization, craft fair strategy, pricing formulas for handmade goods, product photography, shipping logistics, inventory management, scaling production, and wholesale opportunities.
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SKILL.md
571 lines · 2,977 words
Use this skill when:
The user wants to sell handmade or artisan products on Etsy, at craft fairs, or through their own store
The user needs pricing formulas for handmade goods, product photography tips, or shipping logistics
The user wants guidance on scaling handmade production, inventory management, or wholesale opportunities
Complete guide for handmade and artisan sellers covering Etsy optimization, craft fair strategy, pricing formulas for handmade goods, product photography, shipping logistics, inventory management, scaling production, and wholesale opportunities.
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Paste it into your agent's instructions (CLAUDE.md, AGENTS.md or a custom GPT), or add it to a bot in Murage.
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Step 1
Send your Chief of Staff this message. It proposes the bot and its role first, and creates it when you say go.
Send this to Ember
“Create a bot that uses the Handmade Seller skill, and show me the plan first.”
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Step 2
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Step 3
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Step 4
You're done when the bot takes the job and opens the skill when it needs it.
Prefer to do it yourself? Choose + in the sidebar, then New Bot.Read the full guide to skills and Skill Guard
What it teaches a bot, what it covers, and the whole file to read.
What it covers
When to Use
Process
Questions to Ask First
Etsy Optimization
Craft Fair Strategy
Pricing Handmade Goods
Product Photography
Shipping Logistics
Inventory Management
Scaling Production
Wholesale
Financial Management
Common Mistakes to Avoid
Output Format
Example
Edge Cases
The user needs Etsy listing optimization or craft fair booth strategy
Do NOT use this skill when:
The user is selling mass-produced products through e-commerce (use ecommerce-advisor instead)
The user is running a dropshipping business (use dropshipping-guide instead)
The user wants to start a photography business rather than sell physical goods (use photography-business instead)
Gather requirements. Ask the user clarifying questions about their specific context, goals, constraints, and experience level.
Analyze the situation. Review the information provided and identify key factors, challenges, and opportunities relevant to handmade seller.
Develop the framework. Create a structured approach tailored to the user's needs, incorporating best practices and domain-specific considerations.
Deliver actionable output. Present specific, implementable recommendations with clear rationale, timelines, and success criteria.
Address edge cases. Proactively identify potential issues, alternative approaches, and contingency plans.
Use this skill when:
User needs guidance on handmade seller
User asks about handmade seller best practices or techniques
User wants a structured approach to handmade seller
Do NOT use this skill when:
A more specialized skill exists for the specific subtopic
The request is outside the scope of handmade seller
Before providing guidance, establish the seller's situation:
What do you make? (Jewelry, ceramics, candles, textiles, woodwork, soap, art, etc.)
Where are you currently selling? (Etsy, craft fairs, website, social media, wholesale)
How long have you been selling?
What is your current monthly revenue and order volume?
How do you currently price your products?
What is your production capacity per week?
Do you work alone or have help?
What are your material costs for your top-selling items?
Do you have a dedicated workspace?
What are your growth goals?
TITLE (140 characters max):
Front-load with primary keyword
Include: What it is + Material + Style + Use/Occasion + Descriptor
Rules:
- No all-caps or excessive punctuation
- Use natural language, not keyword stuffing
- Include long-tail keywords that buyers search for
- Research competitor titles for keyword ideas
TAGS (13 tags max):
Use all 13 tags, every time
Multi-word phrases are more effective than single words
Include:
- Product type variations (mug, cup, coffee mug, tea cup)
- Material (ceramic, stoneware, pottery)
- Style (minimalist, rustic, modern, boho)
- Occasion (gift for her, housewarming, birthday gift)
- Color/size descriptors
- Seasonal terms when relevant
Research tools: eRank, Marmalead, Etsy search bar autocomplete
DESCRIPTION:
First 160 characters are critical (shown in search preview)
Structure:
1. Opening hook: What makes this item special (2-3 sentences)
2. Details: Dimensions, materials, weight, capacity
3. Care instructions
4. Shipping information
5. Customization options (if applicable)
6. Shop policies reminder
7. Call to action ("Add to cart" or "Message me for custom orders")
CATEGORIES AND ATTRIBUTES:
Select the most specific category available
Fill in every attribute Etsy offers (Etsy uses these for search filtering)
Correct category selection matters more than most sellers realizeKEYWORD RESEARCH PROCESS:
1. Type your product into Etsy search, note autocomplete suggestions
2. Analyze top 10 results for your main keyword
3. Use eRank (free) to check search volume and competition
4. Identify 5-10 keyword phrases to target across your listings
5. Match title keywords with tags (reinforces relevance)
6. Update listings quarterly based on search trends
ETSY ALGORITHM FACTORS:
- Relevance: Keywords in title, tags, categories, attributes
- Listing quality score: Click-through rate, favorites, purchases
- Recency: New and renewed listings get a temporary boost
- Customer experience: Reviews, response time, shipping speed
- Shop completeness: About section, policies, banner, logo
- Free shipping: Etsy favors listings with free shipping (build into price)
LISTING RENEWAL STRATEGY:
Renew underperforming listings with updated photos, titles, and tags
Cost: $0.20 per listing renewal
Renew during peak shopping hours (evenings and weekends)SHOP CHECKLIST:
[ ] Shop name (memorable, searchable, brandable)
[ ] Shop banner (2400 x 300 pixels)
[ ] Shop logo (500 x 500 pixels)
[ ] About section with maker story and photos/video
[ ] Shop policies (shipping, returns, exchanges, custom orders)
[ ] Shop announcement (current promotions or lead times)
[ ] FAQs section
[ ] Minimum 10-15 active listings (more is better for shop authority)
[ ] All categories filled out
[ ] Production partners disclosed (if applicable)
ETSY FEES:
Listing fee: $0.20 per listing (4-month duration)
Transaction fee: 6.5% of sale price + shipping
Payment processing: 3% + $0.25 per transaction
Offsite ads fee: 12-15% of sales from Etsy ads (opt-out under $10K revenue)
TOTAL EFFECTIVE FEE: ~10-12% of sale price (plan pricing accordingly)EVALUATION CRITERIA:
Event type: [ ] Juried [ ] Open [ ] Festival [ ] Market
Expected attendance: ________
Booth fee: $________
Past vendor reviews: Positive / Mixed / Negative
Your target customer present: Yes / No / Unknown
Indoor vs. outdoor: ________
Date conflicts: ________
BOOTH FEE GUIDELINES:
Small local market: $25-$75
Regional craft fair: $100-$300
Major juried show: $300-$800
Holiday market: $150-$500
Festival/large event: $500-$2,000
MINIMUM REVENUE TARGET:
Revenue should be 5-10x booth fee
BEST SHOWS BY SEASON:
Spring: Outdoor markets, garden events, Mother's Day markets
Summer: Art fairs, festivals, farmers markets
Fall: Harvest festivals, holiday preview shows
Winter: Holiday markets (November-December is prime season)ESSENTIAL EQUIPMENT:
[ ] Table(s) and tablecloths (neutral colors that don't compete with products)
[ ] Display fixtures: risers, shelves, racks, busts/forms
[ ] Signage: Business name banner, price signs, payment accepted
[ ] Lighting (battery-operated if no power available)
[ ] Mirror (for jewelry, accessories)
[ ] Business cards and packaging
[ ] Cash box with $100 in small bills and coins
[ ] Card reader (Square, Sumup)
[ ] Shopping bags
[ ] Canopy/tent (outdoor events, 10x10 standard)
[ ] Weights for tent (required by most events)
DISPLAY PRINCIPLES:
1. Create height variation (nothing flat on the table)
2. Group products by collection or price point
3. Best sellers at eye level, front and center
4. Price every item clearly (reduces purchase friction)
5. Live demonstration if possible (draws crowds)
6. Products at different price points ($5, $25, $50, $100+)
7. Low-price impulse items near the checkout area
8. Allow customers to touch and handle products
9. Keep display full throughout the day (restock from under table)
10. Clean, cohesive aesthetic that reflects your brand
BOOTH FLOW:
Front: Eye-catching display, best sellers, price entry points
Middle: Core product range, biggest selection
Back: Premium items, custom order information
Side: Business cards, email signup, social media infoENGAGEMENT:
- Greet everyone who looks at your booth
- Let them browse 30 seconds, then offer to answer questions
- Share the story behind your products (handmade story sells)
- Ask: "Are you shopping for yourself or for a gift?"
- Know your best sellers and point them out
CLOSING TECHNIQUES:
- "That's actually one of our most popular pieces"
- "I only have two of those left this season"
- Bundle offer: "Those two together would be $X" (small discount)
- Gift wrapping adds perceived value
- Accept all payment methods (cash, card, Venmo, Apple Pay)
POST-SHOW:
- Follow up with email list signups
- Post social media recap with product photos
- Track revenue, expenses, and profit per show
- Note what sold best and worst for future inventory planningWHOLESALE PRICE:
(Materials + Labor + Overhead) x 2 = Wholesale Price
RETAIL PRICE:
Wholesale Price x 2 = Retail Price
BREAKDOWN:
Materials: All raw materials, packaging, tags, labels
Labor: Time to make x YOUR hourly rate ($20-$50/hour minimum)
Overhead: 10-20% of (materials + labor) for workspace, tools,
utilities, software, insurance, listing fees
If $79 seems high for your market, DON'T lower your labor rate.
Instead: Find cheaper materials, speed up production, or add value
to justify the price.MISTAKE 1: Not paying yourself for labor
Fix: Track time per item; set minimum $20/hour for yourself
MISTAKE 2: skipping overhead costs
Fix: Include tools, workspace, electricity, software, fees, packaging
MISTAKE 3: Pricing based on competitor's prices (who may be undercharging)
Fix: Price based on YOUR costs and YOUR value
MISTAKE 4: Discounting too often
Fix: Discount strategically (end of season, bundling, loyalty)
MISTAKE 5: Not accounting for platform fees
Fix: Add 12-15% to cover Etsy/marketplace fees
Retail price with fee buffer = Retail Price / (1 - Fee %)EQUIPMENT (Budget-Friendly):
Camera: Smartphone with good camera (iPhone, Samsung flagship) or DSLR
Lighting: Natural window light OR two softbox lights ($50-$80 set)
Background: White foam board, marble contact paper, linen fabric
Tripod: $20-$40 (essential for consistency)
Reflector: White poster board (bounces light into shadows)
PHOTO REQUIREMENTS PER LISTING:
Photo 1: Main product photo (clean, eye-catching, shows product clearly)
Photo 2: Scale/context shot (product in use or held in hand)
Photo 3: Detail/close-up (texture, craftsmanship, materials)
Photo 4: Alternate angle
Photo 5: Lifestyle shot (styled scene showing the product in context)
Photo 6: Size reference (next to ruler, hand, common object)
Photo 7: Packaging (if gift-worthy packaging is a selling point)
Photo 8-10: Variations (colors, sizes, customization options)
PHOTO SPECIFICATIONS:
Minimum resolution: 2000 x 2000 pixels
Aspect ratio: Square (1:1) for Etsy; varies by platform
File size: Under 1MB for fast loading
Background: White or neutral (consistent across all listings)
Lighting: Even, no harsh shadows
Editing: Brightness, contrast, white balance correction
Tools: Lightroom Mobile (free), Snapseed (free), CanvaSHIPPING OPTIONS:
1. Free shipping (built into product price)
Pros: Etsy search boost, higher conversion, simpler
Cons: Higher sticker price, international gets expensive
2. Calculated shipping
Pros: Accurate, fair to both domestic and international
Cons: Cart abandonment from shipping shock
3. Flat rate shipping
Pros: Predictable for customer, simple to manage
Cons: May over/under-charge depending on location
RECOMMENDED: Free shipping for domestic orders (build cost into price)
Calculated shipping for international
SHIPPING SUPPLIES:
[ ] Boxes (variety of sizes, buy in bulk)
[ ] Poly mailers (for flat/flexible items)
[ ] Bubble wrap or packing peanuts (eco-friendly options available)
[ ] Tissue paper (branded if possible)
[ ] Packing tape
[ ] Labels (thermal printer saves money vs. ink)
[ ] Thank-you cards/inserts
[ ] Business card in every package
[ ] Fragile stickers (if applicable)
CARRIER COMPARISON:
USPS First Class: Best for items under 1 lb ($3-$5 domestic)
USPS Priority: Best for 1-5 lbs ($8-$15 domestic)
UPS/FedEx: Best for heavy/large items
Pirate Ship: Discounted USPS/UPS rates (free to use)
Stamps.com: Discounted rates + automation
PACKAGING AS BRAND EXPERIENCE:
- Branded tissue paper or stickers
- Handwritten thank-you note
- Care instruction card
- Small freebie or sample
- Social media card ("Share your purchase! Tag @yourshop")
- Coupon for next purchase (drives repeat business)INVENTORY TRACKING:
Track per product:
- Raw materials on hand (by component)
- Finished goods on hand
- Weekly production capacity
- Average sales velocity (units per week)
- Reorder point for materials
Spreadsheet or tool: Craftybase ($19-$49/month, made for makers),
inFlow, or a well-organized spreadsheet
SEASONAL PRODUCTION CALENDAR:
January-February: Restock core items, plan new designs for spring
March-April: Spring collection production, Easter/Mother's Day items
May-June: Summer items, wedding season products
July-August: Begin holiday production (THIS IS NOT TOO EARLY)
September-October: Heavy holiday production, inventory build-up
November: Finalize holiday inventory, craft fair prep
December: Fulfill orders, minimal new production
Rule: Have holiday inventory ready by October 31MATERIAL COST TRACKING:
For each product, maintain a bill of materials:
Product: ________
| Material | Supplier | Unit Cost | Qty/Item | Cost/Item |
|---------------|-------------|----------|----------|----------|
| | | | | |
| | | | | |
TOTAL MATERIAL COST PER ITEM: $________
SUPPLIER MANAGEMENT:
- Maintain 2 sources for critical materials (backup if one is out of stock)
- Buy in bulk when cash flow allows (25-40% savings)
- Track lead times (especially for overseas suppliers)
- Build relationships with suppliers for priority access and better terms
- Order materials when you have 3-4 weeks of stock remainingSTAGE 1: ONE-PERSON OPERATION ($0-$2K/month)
Focus: Perfect your products and find your market
Production: 100% handmade by you
Sales channels: 1-2 (Etsy + local markets)
STAGE 2: EFFICIENT SOLO ($2K-$5K/month)
Focus: Streamline production, batch process
Production: Batch work (cut all, assemble all, finish all)
Tools: Invest in time-saving tools and fixtures
Sales channels: 2-3 (Etsy + markets + website or wholesale)
STAGE 3: FIRST HELP ($5K-$10K/month)
Focus: Delegate repetitive tasks
Production: You do skilled work; assistant handles prep, packaging, shipping
Hiring: Part-time assistant (15-25 hours/week)
Warning: Document every process before delegating
STAGE 4: SMALL TEAM ($10K-$25K+/month)
Focus: Manage production, focus on design and business development
Production: Trained makers handle production; you handle design and QC
Staff: 2-4 part-time or 1-2 full-time makers
Consideration: May need larger workspace, production equipmentBATCH PROCESSING STEPS:
1. Gather all orders and stock requirements for the week
2. Calculate total materials needed
3. Cut/prepare all materials at once
4. Assemble/construct in batches
5. Finish/cure/dry in batches
6. Quality check all items
7. Package and label
8. Ship
Batching reduces setup time by 30-50% compared to making one at a time.WHOLESALE PRICING:
Wholesale price = Retail price / 2 (standard keystone markup)
Your wholesale price must still cover materials + labor + overhead + profit
If your retail price is $80:
Wholesale price: $40
Your cost to make: Should be under $20 for healthy margins
MINIMUM ORDER:
Set a minimum order quantity (MOQ): 6-12 units typical for handmade
Or minimum order value: $150-$500
WHOLESALE LINE SHEET:
Professional document showing:
- Product photos (on white background)
- Product names and SKU numbers
- Wholesale prices
- Minimum order quantities
- Available sizes/colors/variations
- Lead time for orders
- Payment terms
- Shipping policy
FINDING WHOLESALE ACCOUNTS:
- Approach local boutiques in person (with samples)
- Faire.com (online wholesale marketplace)
- Abound (curated wholesale marketplace)
- Trade shows (AmericasMart, NY NOW, Renegade Craft)
- Instagram DMs to shop buyers
- Cold emails to boutique owners
WHOLESALE TERMS:
Payment: Net 30 is standard (shop pays within 30 days of receipt)
New accounts: Consider requiring prepayment for first order
Shipping: Typically paid by the retailer
Returns: Limited or no returns for handmade goods
Reorder: Make reordering easy with a simple order formMONTHLY P&L:
Revenue:
Etsy sales: $________
Website sales: $________
Craft fair sales: $________
Wholesale: $________
Custom orders: $________
TOTAL REVENUE: $________
Cost of Goods:
Raw materials: $________ (target: 20-30% of retail revenue)
Packaging: $________
Shipping costs: $________
Platform fees: $________
TOTAL COGS: $________
GROSS PROFIT: $________ (target: 50-65%)
Operating Expenses:
Craft fair booth fees: $________
Marketing/advertising: $________
Tools and equipment: $________
Workspace rent: $________
Software: $________
Insurance: $________
TOTAL OPERATING: $________
NET INCOME: $________ (target: 25-40%)
LABOR NOTE: If you are paying yourself from net income,
ensure your effective hourly rate is at least $20-$30/hour.
Track hours worked to calculate this.Undercharging because "it's just a hobby" (your labor has value)
Not tracking time per product (impossible to price correctly without this)
Spending on craft fair booths without tracking ROI per show
Ignoring Etsy SEO (beautiful products with bad keywords don't get found)
Using phone photos with bad lighting (photography is 50% of your sale)
Not building an email list (you don't own your Etsy customers)
Making too many product variations (simplify for production efficiency)
Waiting until November to make holiday inventory
Not setting aside money for taxes (25-30% of profit)
Refusing to raise prices as skills and demand increase
Deliver the response as a structured document with clear headings and actionable content. Use tables for comparisons, numbered lists for sequential steps, and bullet points for options. Include specific examples where applicable.
[Handmade Seller deliverable]
1. Context and objectives
2. Analysis or framework
3. Specific recommendations with rationale
4. Action items with timelineInput: "Help me with handmade seller for a mid-size project."
Output: A complete handmade seller framework tailored to the specific context, with actionable steps, relevant considerations, and measurable outcomes.
Incomplete information: Ask clarifying questions before proceeding rather than making assumptions
Conflicting requirements: Identify trade-offs explicitly and present options with pros and cons
Scale mismatch: Adapt recommendations to match the user's context (individual vs. team vs. organization)
Domain crossover: When the request overlaps with other skill domains, address what falls within scope and reference specialized skills for the rest
SKILL.md
571 lines · 2,977 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
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