Dwyer Craft Works: Launch Plan

Welcome to the 1:1 kickoff! This presentation outlines the strategy for a successful launch, tailored to your vision.

Let's Get Started

Key Platform Features & Tools

DTF Transfers & Custom Apparel

Core product offerings, enabling high-quality decoration on various garments.

Gang-Sheet Builder

Allows for efficient layout of multiple designs on a single transfer sheet, optimizing material usage and potentially reducing costs for larger or mixed design orders. A competitive advantage, as you don't pay per-sale commissions on the software.

Design Library & DesignGen (AI)

Manage your uploaded designs in the library. Utilize DesignGen for AI prompt generation to inspire new creations, even if you refine them in other tools like Imagine AI.

Wholesale Portal

Crucial for bulk orders from schools, PTAs, clubs, or businesses, complete with custom pricing tiers. This will be a significant part of your business strategy.

Dwyer Craft Works: Your Vision, Your Brand

A. The "Hawk Shop" Initiative

Leverage your unique position within the school community (approx. 3000 students & staff). The "Hawk Shop" can become the go-to for school spirit wear and custom items.

Strategy: Utilize the AMS **Campaign Store** feature to create a dedicated online storefront for the Hawk Shop, similar to the "Jawland" example discussed. Offer designs specific to your school mascot and events.
Community Benefit: Consider offering a percentage of Hawk Shop profits (e.g., 10%) back to the PTA as a fundraising incentive, fostering goodwill and encouraging orders.
AMS Tools: Campaign Stores, Decorated Products for easy ordering, Wholesale Portal for potential bulk orders from school administration or clubs (once vendor status is achieved).

B. Showcasing Your Unique Design Collections

Your passion for specific themes is a strong asset. We'll help you create distinct product lines for each.

Featured Collections: "Gulf of Texas/Florida/Louisiana/Mississippi" series, Guitar Player Apparel, Coffee Lover Designs, Christian T-Shirts (including Spanish-language options for your wife's church community).
Strategy: Create compelling **Decorated Product** listings for each design, using your own high-quality custom mockups to make them stand out.
AMS Tools: Decorated Products, Design Library for organizing your artwork.

C. Expanding with Your Creative Toolkit (Laser Engraving & More)

Integrate your laser engraving services and other non-AMS fulfilled items into your overall brand presence.

Unified Marketing: Use your AMS-powered website to create informational landing pages for your laser engraving services. Showcase examples of your work.
Order Process: For non-AMS items, include clear Call-to-Actions on these pages that link to your preferred method for taking orders and payments (e.g., a separate Shopify link, an Etsy page, or a contact form for custom quotes).
Benefit: Maintain a central online hub for Dwyer Craft Works, even if fulfillment paths differ for certain products.

Platform Customization & Control

A. Creating Your Pre-Decorated Products (with Custom Mockups)

As discussed, you can easily create product listings for your unique designs. In your webstore dashboard, navigate to "Decorated Products." After creating the base product with your art, you can "Manage" then "Configure" it to upload your own custom "Listing Image." This allows your mockups to perfectly represent your brand.

B. Curating the Design Library for Your Customers

You have control over the designs your customers see. To address your concern about certain stock designs (e.g., "skull" themes), you can configure your store settings to primarily feature **your own uploaded designs**. This ensures the artwork presented aligns with the Dwyer Craft Works brand, your personal preferences, and your wife's vision for the Christian t-shirt line. (We can walk through the specific settings to achieve this).

C. Understanding Shipping Options

A quick note on shipping: "Ground Saver" options, while sometimes slightly cheaper, involve a handoff from carriers like UPS to USPS for final delivery. This handoff can often add an extra day to the delivery time. For a smoother customer experience and more predictable delivery, direct carrier options (like standard UPS Ground) are generally recommended and usually aren't significantly more expensive.

Pre-Launch Sprint & Timeline

1:1 Launch Plan meeting - Send Logo, T Shirt Sizing for Merch on Launch day
Watch 5 min Fulfillment guide training video
Start Free Trial of Opus Clip
Place Your order for your 150 samples to get them started

Create Google My Business Page for Reviews & SEO
Create Social Media Business Accounts for your Brand (Instagram, TikTok, YouTube, LinkedIn, Twitter/X, Facebook)
Start Free Trial of Opus Clip - Pro Tier
Schedule Your first 21 Posts to all your platforms

Sign up for email newsletter software (e.g., SendGrid)
Import existing contacts list (friends, family, existing contacts)
Create and send initial email: introduce brand, hype launch, CTA to sign up for newsletter on coming soon page
Link social media on site
Customize Site with Brand Colors, Typography, Images & Theme
Upload Brand Logo to Site and customize text copy
Set Pricing Commission

Check analytics of email send & site visits
Start Uploading Pre Decorated Products with Your Designs (Utilize DesignGen for prompts, refine in Imagine AI if needed, upload final designs)
Record a progress update video (hands-only/product focus) and post to social media (CTA: sign up to newsletter)
Save & Download video (Snaptik.app or similar)
Send an email to list with progress update & video link (Goal: 75 pre-decorated products)

Check analytics
Continue Uploading Pre Decorated products (focus on your unique collections)
Record another progress update video and post to socials (CTA: newsletter)
Save & Download video
Send email update with video
Start thinking about which 5 SKUs (from your designs) you want to prioritize as your core launch items.

Check analytics
Continue Uploading Pre Decorated Products if Needed (should be done).
Design, Organize and Put the Finishing Touches on Your Website (ensure custom mockups are in place).
Test everything (flow, ease of use for ordering your designs and for custom designs).
Get to know site inside and out.
Record progress update video and post (CTA: newsletter).
Save & Download video.
Send email update with video.

Review the flow & website again.
Record Screen Captures (using Loom or similar): how to use site (gang sheet, custom design tool, ordering your pre-decorated items).
Upload guides to YouTube (Dwyer Craftworks channel) & Embed on site where appropriate.
Record progress update video and post (CTA: newsletter).
Save & Download video.
Send email update with video.

Prepare for Launch: catch breath or catch up.
Post 2-3 Videos (product showcases, BTS excitement) of You getting ready for the launch.
Schedule email to send tomorrow at 10 AM announcing launch.
Content plan your 4 videos to post tomorrow morning before launch.

Send Email at 6 AM.
Post Social Media Post 7 AM, 8 AM, 9:30 AM.
If possible try to go live at 9:45 AM on social media platform (can be a site tour without face cam).
9:59 AM Publish webstore to the public.
LAUNCH at 10 AM - Automated email sends announcing launch.

Target Audience & Ideal Customer Personas

Brenda the Boutique Owner

Category: Small Local Business (Retail, Cafe, Services, Tourist Shops)

Description & Demographics: Owns a local retail shop, cafe, service business, or tourist-focused store. Age 30-55. Limited marketing budget. Wants to offer unique local items.

Key Needs & Pain Points:

Affordable staff uniforms/apparel or items for resale.
Unique promotional items or San Antonio themed merch that stand out.
Small order quantities, no minimums.
May lack design skills or time for complex customization.
Durability for workwear or quality for resale.

Motivations:

Increase brand visibility locally & attract tourists.
Professional image for staff.
Cost-effective marketing & unique inventory.
Potential for quick turnaround on small custom orders.

Relevant AMS Products/Services: DTF Transfers (apparel), UV DTF Transfers (promo items, hard goods), Gang Sheets (mixed logos/designs), Design Library (for quick, appealing designs).

How Webstore Caters: No minimums for DTF/UV DTF, cost savings with Gang Sheets, easy design selection, durable prints, versatile UV DTF for diverse promo items. Offer pre-designed "San Antonio Tourist" themed transfers they can press on demand.

Potential Marketing Message Angle: "Unique San Antonio Merch, Made Easy. Boost Your Boutique with Custom DTF & UV Transfers. No Minimums!"

Chris the Creator

Category: Online Creator/Influencer/Etsy Seller

Description & Demographics: Runs an online store (Etsy, Shopify), YouTube channel, or social media brand. Age 20-40. Tech-savvy but marketing-resistant if inauthentic.

Key Needs & Pain Points:

High-quality merch (apparel, stickers, phone cases) that reflects their brand.
Unique, custom designs (often has own art or specific vision).
Ability to test designs with low risk/cost (no minimums).
Print-on-demand friendly solutions or easy fulfillment for self-managed stores.

Motivations:

Connect with their audience and build community.
Monetize their brand effectively.
Offer unique products that fans will love.
Maintain high brand quality and image.

Relevant AMS Products/Services: DTF Transfers, UV DTF Transfers, Gang Sheets, Design Builder (for uploading their art), Fulfillment services for decorated products.

How Webstore Caters: High-quality transfers, no minimums, powerful design upload tools, Gang Sheets for variety, and importantly, the option for AMS to fulfill decorated product orders directly to their customers.

Potential Marketing Message Angle: "Bring Your Brand to Life! Premium Custom Transfers & Fulfillment for Creators. Focus on Creating, We'll Handle the Rest."

Evan the Event Organizer

Category: Local Festivals, School Fundraisers (PTAs), Small Corporate Events, Church Groups

Description & Demographics: Organizes local community events, school functions (like ROTC events), church outreach, or small corporate gatherings. Age 25-55. Often volunteer-led, budget-conscious, and dealing with tight deadlines.

Key Needs & Pain Points:

Custom apparel for staff/volunteers/attendees (t-shirts, hoodies).
Affordable promotional giveaways (UV DTF on items like water bottles, badges).
Specific quantities, often bulk but sometimes smaller, with urgent needs.
May need design assistance or easy templates.

Motivations:

Promote the event/group successfully.
Create a sense of unity and identity.
Provide memorable takeaways within budget.
Reliable and fast service.

Relevant AMS Products/Services: DTF Transfers, UV DTF Transfers, Gang Sheets, Design Library (event themes), Wholesale Portal for group orders, Campaign Stores for specific events/fundraisers.

How Webstore Caters: Cost-effective Gang Sheets, fast turnaround potential, no minimums for smaller needs, design assistance/templates, easy group ordering via Wholesale Portal or Campaign Stores (e.g., for ROTC medals engraving, or church outreach t-shirts).

Potential Marketing Message Angle: "Your Event Gear, Simplified. Fast, Affordable Custom Apparel & Promos for Schools, Churches & Local Events."

Holly the Hobbyist

Category: DIY Crafter/Personal User (e.g., Michaels/Joann shopper)

Description & Demographics: Enjoys crafting, DIY projects, creating personalized gifts (family reunions, Disney trips). Age 18-65+ (trends 40-65). Active on Pinterest, craft forums. May own a craft cutter or heat press (or may want finished items like t-shirts with pockets).

Key Needs & Pain Points:

Small quantities of transfers for personal projects, or ability to order single finished items.
Variety of design options and inspiration, or ability to easily upload own designs.
Ease of application (especially UV DTF if no heat press).
Affordable way to experiment with custom items (Gang Sheets for transfers).
Access to specific apparel types (e.g., t-shirts with pockets).

Motivations:

Express creativity and personal style.
Create unique, personalized items/gifts.
Enjoy the crafting process or the ease of ordering a finished custom item.
Achieve professional-looking results at home or get exactly what they want.

Relevant AMS Products/Services: DTF Transfers, UV DTF Transfers (for mugs, she-sheds!), Gang Sheets, Design Builder, Design Library, Decorated Products (especially with apparel options like pocket tees).

How Webstore Caters: No minimums, easy-to-apply UV DTF, Design Library for ideas, Design Builder for personalization, Gang Sheets for cost-effective transfer variety, and offering specific apparel types like pocket tees as decorated products.

Potential Marketing Message Angle: "Unleash Your Inner Crafter! Easy Custom Transfers & Apparel for All Your DIY Dreams & Personalized Gifts."

Marketing Your Way: Effective Strategies for the Camera-Shy (But Skilled!) Entrepreneur

A. Leveraging Your Video Production Skills (Behind the Scenes)

You have the gear (iPhone 15 Pro Max, Nikon, mics) and the know-how! Focus on content that showcases the product and process, not necessarily your face.

Product Showcases: High-quality close-ups of designs, fabric textures, print quality. Slow pans, dynamic angles.
Process Glimpses: Time-lapse of a digital design coming together, hands-only application of a UV DTF sticker, setting up for laser engraving.
Tutorials (Hands-Only): Short videos showing how to use the Gang Sheet Builder or apply transfers.
Content Repurposing: Use Opus Clip on your apologetics ministry content to create short, thought-provoking clips for social media. This builds your personal brand and can indirectly drive interest.

B. The Power of User-Generated Content (UGC) & Community

Encourage your customers to become your marketers. UGC is authentic and highly effective.

Hawk Shop Focus: Run a "Show Your Hawk Pride" photo contest. Encourage students and teachers to share pictures wearing school gear from your shop.
Church Community: Ask members of your wife's church to share photos with their Christian-themed apparel.
Incentivize: Offer a small discount on future purchases or a feature on your social media for customers who share photos and tag Dwyer Craft Works.

C. Building Your Online Presence (Budget-Friendly & Authentic)

Focus on platforms where your visual designs and community engagement can shine.

YouTube ("Dwyer Craft Works" Channel): Post your BTS videos, design showcases, application tutorials, and relevant clips from your ministry work.
Pinterest & Instagram: These are highly visual. Focus on top-quality images of your designs, custom mockups, and lifestyle shots of products in use. Use relevant keywords and hashtags.
Local SEO (San Antonio Focus): Optimize your website and Google My Business page for terms like "custom t-shirts San Antonio," "personalized gifts San Antonio," "Northside ISD spirit wear."
Facebook: Leverage your existing network and your wife's connections to share your page and products. Engage in relevant local groups.
Podcasting/Vlogging as a Content Engine: Your apologetics ministry work, while separate, develops your on-camera/on-mic skills and can produce shareable content (via Opus Clip) that builds authority and drives traffic.

Post-Launch Content Schedule (First 14 Days)

IG TikTok FB

Description: Announcement Reel "We're Live!" (also share as IG Feed post). High-energy Reel: best designs, printing, happy friends. Captions: "Dwyer Craft Works is NOW OPEN!", CTA: "Shop now - link in bio!".

Engagement: Encourage comments: "Which design should we print next?" and respond. IG Live mid-day: tour site, Q&A. Pin comment on Reel with store link & free sticker offer.

IG Reels TikTok

Description: Founder Story Reel "Why I Started Dwyer Craft Works". Personal video (can be voiceover with visuals of designs/process): mission, passion for faith-inspired/unique designs, BTS (design sketches, AMS Transfers interface). Humanizes brand.

Engagement: Ask "What's a favorite quote or verse you'd love on a shirt?" Share answers in IG Stories.

IG Image/Carousel FB

Description: Polished photo of model (or flat lay) with best t-shirt (e.g., "Gulf of Texas" design), text overlay: "Launch Special: Tee + Sticker Pack 20% off!". Carousel shows bundle. Caption: story behind shirt's message, highlights savings.

Engagement: Limited-time note: "Only 25 bundles left!". Encourage tagging: "Tag a friend who needs this encouragement". Respond to comments.

TikTok IG Reels

Description: BTS Reel - Printing Transfers. Show AMS Transfers workflow: uploading art, DTF printer, peeling transfer, pressing. Satisfying process content. Use trending sound. (Can be generic footage if needed, or your own hands-only shots if you press samples).

Engagement: Caption: "Ever wondered how your custom designs come to life?" Prompt questions: "Ask us any printing questions!" Answer questions. IG Story quiz: "True/False: Our transfers ship in just 1 day!"

IG Story Series Twitter/X

Description: Interactive IG Stories: "My favorite Bible verse for encouragement is __"; "This weekend I'm grateful for __". Mix in slide about free sticker: "Grab your free 'Verse of the Month' sticker - last 2 days!" with swipe-up/link.

Engagement: Repost follower responses. Quick poll: "What product should we launch next: hats or mugs?"

IG Reels TikTok

Description: UGC/Testimonial Reel "First Reactions". Compile clips/photos of people receiving package/wearing shirt, expressing excitement. (Simulate with friends/family if no real customers yet, clearly stating they are early supporters).

Engagement: Caption: "Our first supporters are loving their gear! What would YOU put on a shirt?" Reminder: "Don't forget all email subscribers get a free sticker, sign up before tomorrow!"

IG Live FB Post

Description: Giveaway: "Win a Hoodie & Sticker Pack - enter by following, liking, tagging 2 friends, & sharing your favorite design idea in comments!". Post runs day 7-10. IG/FB Live evening (optional, can be Q&A without face cam, or focus on screen sharing new designs): "Weekly Update & Community Chat" share progress, answer questions.

Engagement: Giveaway drives tags & comments. Live: shout-out names. Save Live to IGTV/FB Video.

IG Reels TikTok YouTube Shorts

Description: How-to Reel/Short: demonstrate applying a custom DTF transfer or UV sticker to an item (hands-only). Value content builds trust and shows ease of use.

Engagement: Ask "Any other questions about using our transfers? Drop them below!" Encourage buyers to comment/ask for help.

IG Carousel Pinterest

Description: Carousel: Slide 1 quote "Faith > Fear"; Slide 2 scripture art; Slide 3 shirt mock-up with one design. Mood-board meets product. Caption discusses Christian design trends or how faith inspires art.

Engagement: Ask which design/quote resonates most. Run vote in comments: "Type 1, 2, or 3 for your favorite - we might print the winner!"

IG Reels TikTok

Description: Viral Audio with a Twist. Capitalize on trending TikTok/Reels audio/challenge with a Christian or positive spin. E.g., meme format "When God has your back vs when you go it alone". Goal: discoverability & relatability.

Engagement: Use relevant trending hashtags. Engage humorously and positively in comments.

Blog Teaser (IG Story/FB) Email

Description: Short blog post or long IG caption: "The Rise of Faith Fashion" or devotional on verse of the month. Share snippet on IG Story: "New on our blog: 5 Bible verses for bold faith (and a special discount code inside for readers!)". Link to full post/email.

Engagement: Prompt: "What does wearing your faith mean to you?" for DMs/comments. Invites deeper engagement.

IG Reels FB Post

Description: If customers received products & shared UGC, feature Reel/montage of them wearing it (at church, daily life). Set to worship song. Hashtag #SundayBest #DwyerCraftWorksStyle.

Engagement: Encourage UGC: "Send us your photos or tag @DwyerCraftWorks to be featured!" Shows social proof and community.

IG Feed Post Email IG Story

Description: Urgency for remaining launch promos: "Last Chance: Free Sticker offer ends TOMORROW! + Final 24h of 15% off all bundles." Countdown sticker in IG Stories. Highlight low stock if applicable.

Engagement: Ask "Don't miss out - have you grabbed your favorite item yet?" Quick live chat hour on IG Stories for last-minute questions.

IG Reels/IGTV FB Video Email

Description: Heartfelt post/video (can be voiceover with visuals) thanking the community. Montage reel of highlights: positive comments, design process snippets. Share initial results (e.g., "Over X items shipped!"). Tease what's coming (Summer Collection, next verse design).

Engagement: Invite feedback: "What would you love to see from us next?" Fun AMA (Ask Me Anything) in Stories with founder (can be text-based) about the first two weeks.

High-Converting Email Nurturing Sequence

Guiding leads from sign-up to their first purchase with value-packed emails.

Subject: 🎉 Your [Free Sticker Name/Offer] is on its way + Welcome to Dwyer Craft Works!

Hey [Customer Name],

Thanks so much for signing up and joining the Dwyer Craft Works family! We're thrilled to have you.

Your free [Free Sticker Name/Offer] is being prepped and will be on its way to you soon. Keep an eye on your mailbox!

At Dwyer Craft Works, we're all about [Your Brand Mission - e.g., "blending faith, fashion, and high-quality custom apparel that speaks to your heart." or "creating unique designs that let you wear your story proudly."]. We believe that what you wear can be a powerful expression of who you are and what you believe.

While you wait for your sticker, feel free to explore our latest designs or learn more about our story:

Explore Dwyer Craft Works

Blessings,
The Dwyer Craft Works Team

Subject: The Heart Behind Dwyer Craft Works 🙏

Hi [Customer Name],

We hope you're doing well!

Following up on our welcome, I wanted to share a little more about the "why" behind Dwyer Craft Works. My name is [Your Name], and I started this journey out of a deep passion for [e.g., "creative design and a desire to share messages of hope and inspiration through apparel." or "helping people express their unique identities through custom-made items."]

[Optional: Add a sentence or two about a specific inspiration or core value, e.g., "Every design is crafted with prayer and a focus on quality, ensuring that you receive something truly special."]

We believe that clothing can be more than just fabric – it can be a conversation starter, a source of encouragement, and a reflection of your unique spirit.

We'd love to hear from you: What does wearing your faith (or your unique style) mean to you? Hit reply and let us know – we read every response!

Warmly,
[Your Name] & The Dwyer Craft Works Team

Subject: ✨ Designs You'll Love + A Special 15% Off Just For You!

Hello [Customer Name],

Ready to find your next favorite piece? We've been busy creating designs that we hope will inspire and uplift you!

Here are a couple of our community's current favorites:

[Include 1-2 images or detailed descriptions of popular products/designs here. If no images, describe vividly.]

[Product Name 1]: [Brief, enticing description, e.g., "Our 'Grace & Gratitude' Tee - a super soft cotton shirt featuring a beautiful hand-lettered design."]
[Product Name 2]: [Brief, enticing description, e.g., "The 'Faith Over Fear' Hoodie - cozy, durable, and a powerful reminder for everyday wear."]

As a special thank you for joining our community, we'd love to offer you 15% OFF your first order! Use the code WELCOME15 at checkout.

Shop Now & Save 15%

Happy shopping!
The Dwyer Craft Works Team

Discount code WELCOME15 valid for one use per customer. Cannot be combined with other offers.

Subject: ⏳ Your 15% Off Welcome Discount Ends Soon...

Hi [Customer Name],

Just a friendly reminder that your special 15% off welcome discount (code: WELCOME15) is expiring in just 48 hours!

If you've had your eye on a particular design or were thinking of creating something custom, now is the perfect time to make it yours and save.

Here's what fellow community members are saying:

"[Insert a short, positive customer testimonial here if you have one. If not, replace with: 'Our customers love the quality and unique messages of our apparel!']"

Don't let this opportunity slip away!

Claim Your Discount Now

If you have any questions or need help finding the perfect item, don't hesitate to reach out!

Blessings,
The Dwyer Craft Works Team

Subject: Join the Dwyer Craft Works Family Online 💖 + Exciting Things Coming!

Hello [Customer Name],

Whether you've made your first purchase or are still browsing, we're so glad to have you as part of the Dwyer Craft Works community!

Want to stay even more connected? Follow us on social media for daily inspiration, behind-the-scenes peeks, new design announcements, and exclusive community content:

Instagram | Facebook

What's on the horizon? We're always working on fresh, meaningful designs. Keep an eye out for our upcoming [e.g., "Summer Sunshine Collection" or "New Verse-Inspired Series"] – we're can't wait to share it with you!

Thank you again for your support. We're excited to continue this journey with you.

Warmly,
The Dwyer Craft Works Team

Visit the Shop

The Northside ISD Opportunity

Strategic Approach for Northside ISD (4th Largest in TX!)

This is a significant opportunity for consistent, bulk orders. Your status as an employee (if not a conflict) and familiarity with bid processes are advantages.

Key Steps & Considerations:

Vendor Registration: Register via NISD's Bonfire Portal. Gather Form W-9, EFT authorization, Form CIQ.
Purchasing Cooperatives: This is critical. Identify and affiliate with an NISD-approved cooperative for apparel/promo items to be eligible for many district-wide bids.
Bid Monitoring: Regularly check Bonfire for RFPs. Sign up for notifications. Aim to be ready for June/Summer contract cycles.
Direct School/PTA Outreach: While pursuing formal vendor status, target individual schools, PTAs (like for the Hawk Shop), booster clubs, and departments (like ROTC) for smaller, direct orders using the Wholesale Portal or Campaign Stores. These entities often have more flexible procurement.

Northside ISD Engagement Roadmap

Action Item	Key Details/Source	Responsibility (Tentative: Rick/AMS Support)	Timeline/Status
Investigate Purchasing Cooperative Options	Research NISD-approved cooperatives; identify application process, fees, suitability.	Rick, with guidance from AMS if possible	To Be Defined
Secure Cooperative Membership/Affiliation	Complete application and meet requirements.	Rick	To Be Defined
Gather Required NISD Vendor Documents	Form W-9, EFT Authorization, Form CIQ, etc.	Rick	To Be Defined
Register on NISD Bonfire Portal	Create account and complete vendor profile at https://nisd.bonfirehub.com/portal	Rick	To Be Defined (Target ASAP)
Monitor for Bid Opportunities	Regularly check Bonfire Portal for relevant solicitations.	Rick	Ongoing
Develop Outreach for Smaller NISD Entities (Hawk Shop, PTAs, Clubs)	Identify contacts; prepare tailored offerings leveraging Campaign Stores & Wholesale Portal.	Rick	Ongoing (Start with Hawk Shop concept)

Building a Business That Serves Your Lifestyle

A key goal is to create a business that provides a creative outlet and financial support without being tied to a physical shop or constant hands-on production. The AMS fulfillment model is designed for this.

Once your designs are set up as decorated products, customer orders for these items can be automatically processed, printed, and shipped by AMS. This frees you to focus on what you love: designing, marketing, community engagement, and your ministry, even if you decide to take that well-deserved vacation.

Your 9-Week Summer Launch Focus: Key Milestones

Let's make the most of your nine weeks to get Dwyer Craft Works off to a flying start!

This week integrates all tasks from your detailed 8-day pre-launch plan:

Day 0 (T-8): 1:1 Meeting, Logo/Sizing for Merch, Fulfillment Video, Opus Clip Trial, Order 150 Samples.
Day 1 (T-7): GMB Page, Social Media Accounts (IG, TikTok, YT, LI, X, FB), Opus Clip Pro Trial, Schedule first 21 Social Posts.
Day 2 (T-6): Email Software (SendGrid), Import Contacts, Send Initial Email (Intro, Hype, Newsletter CTA), Link Socials on Site, Customize Site (Brand, Logo, Copy), Set Pricing Commission.
Day 3 (T-5): Check Email/Site Analytics, Start Uploading Decorated Products (DesignGen for prompts, refine in Imagine AI), Record & Post Progress Video (Newsletter CTA), Email Update with Video (Goal: 75 products).
Day 4 (T-4): Check Analytics, Continue Uploading Products, Record & Post Progress Video, Email Update, Identify 5 Core SKUs.
Day 5 (T-3): Check Analytics, Finish Product Uploads, Finalize Website Design & Organization, Test Site Flow Thoroughly, Record & Post Progress Video, Email Update.
Day 6 (T-2): Review Site Flow Again, Record How-To Screen Captures (Loom: Gang Sheet, Custom Design, Ordering), Upload to YouTube & Embed on Site, Record & Post Progress Video, Email Update.
Day 7 (T-1): Prepare for Launch (Catch up/Breath), Post 2-3 Hype Videos, Schedule Launch Day Email (10 AM), Content Plan 4 Launch Morning Videos.
LAUNCH DAY!: 6 AM Email, Social Posts (7 AM, 8 AM, 9:30 AM), Optional Live Stream (9:45 AM), 9:59 AM Publish Webstore, 10 AM Automated Launch Email.
Additional Week 1 Focus: Deep dive into AMS platform features (Decorated Products, Campaign Stores, Wholesale Portal). Initial setup of "Hawk Shop" concept/Campaign Store structure.

Roll out Days 1-7 of the "Post-Launch Content Schedule."
Closely monitor website analytics (visits, traffic sources, popular pages), social media engagement (likes, comments, shares), and initial orders/inquiries.
Actively engage with all comments, messages, and customer questions promptly and personally.
Review performance of the initial email nurturing sequence and make adjustments if needed.
Send personal thank-you notes (digital or handwritten for early local orders if feasible).

Execute Days 8-14 of the "Post-Launch Content Schedule."
Focus on creating a backlog of "evergreen" content: more product showcases (especially your unique designs), design process BTS (using your video skills), more tutorials for YouTube.
Actively encourage and start collecting User-Generated Content (UGC) – run a small contest or offer for features.
Begin targeted outreach to your personal network, wife's church community, and other local contacts about Dwyer Craft Works.
Refine your "knockout black" technique for designs on dark shirts and update relevant product mockups.

Dedicate significant time to designing and finalizing your unique product collections: "Gulf of Texas/Florida/Louisiana/Mississippi" series, Guitar Player Apparel, Coffee Lover Designs, Christian T-Shirts (including Spanish-language options).
Create high-quality custom mockups for all new designs, ensuring they are visually appealing and accurately represent the products (especially pocket tees).
Upload these new collections as Decorated Products on the AMS webstore. Organize them into clear categories/collections for easy browsing.
Plan a "New Collection Drop" mini-campaign for social media and email to announce these new products.

Intensive focus on the NISD vendor registration process: Research and apply for Purchasing Cooperative affiliation. Complete Bonfire Portal registration if cooperative status is achieved or a direct path is clear.
Develop marketing materials/pitch for the "Hawk Shop" to school PTA/admin, highlighting the fundraising aspect.
Start initial outreach to local San Antonio boutiques and tourist shops (Brenda persona), showcasing unique San Antonio-themed designs or custom transfer options.
Prepare examples of how your laser engraving services could benefit these local businesses or school groups (e.g., custom awards, signage).

Set up and test marketing automation tools: Social media schedulers (e.g., Buffer, Hootsuite, or platform-native) for consistent posting beyond the initial batch.
Deepen email marketing: Segment your list (if applicable), plan future campaigns beyond the nurture sequence (e.g., holiday promotions, new design announcements).
Refine local SEO strategy: Ensure Google My Business is fully optimized, gather initial reviews, research local keywords for blog content.
Create and schedule at least one month's worth of diverse social media content in advance to build a buffer.

Focus on creating content for your apologetics ministry (vlog/podcast episodes).
Utilize Opus Clip to generate shareable snippets from your ministry content. Post these on Dwyer Craft Works social media where appropriate (e.g., inspirational quotes that align with your brand, building your personal brand authority).
Develop a clear strategy for how the ministry and business can ethically and effectively support each other (e.g., ministry viewers might be interested in related apparel, business customers might appreciate the values behind your brand).
Design a small collection of apparel directly inspired by your ministry's themes.

Finalize the landing page content for your laser engraving services on the AMS website. Include high-quality photos/videos of your engraved items (e.g., ROTC medals, challenge coins).
Clearly define your laser engraving offerings, pricing structure, and turnaround times.
Establish and test the order/payment process for laser engraving (e.g., link to Shopify, contact form for custom quotes, clear instructions).
Begin marketing your laser engraving services specifically to relevant local contacts (e.g., ROTC units, schools for awards, local clubs).

Conduct a comprehensive review of all analytics from the first ~8 weeks: website traffic, sales data, social media performance, email campaign results.
Actively solicit and gather customer feedback, reviews, and testimonials.
Refine marketing messages, product offerings, pricing, and website user experience based on data and feedback.
Develop a sustainable plan for marketing and operations for when the school year resumes and your time becomes more limited. Identify key tasks to prioritize.
Prepare for ongoing NISD bid monitoring and continue building relationships with school contacts.
Outline content and design plans for the next quarter (e.g., fall themes, holiday promotions).