Market Research

Market research is a key component in creating a lucrative business. As a budding entrepreneur it is important to understand your target audience and how to reach them. It is thereby wise to follow what is currently trending and driving searches. Knowing what makes the competition and our peers successful, and being able to recognise what area's they could they improve upon, can help us improve upon our own business.

Competitor analysis

In my local area there are places that sell similar items to myself such as crystals, dream catchers, incense etc. Shops like Gina's Coven in Seaton Carew, who sells tarot readings, crystals and things related to Witchery. And Soap n Soul in Middleton Grange Shopping Centre, who sells hand made soaps, soap bombs, handmade dreamcatchers, crystals etc. Both sell spiritual things, but not specifically related to mediumship or Spiritualism. I personally do not see these stores as competition, some of my creations I've sold through "Soap n Soul" and have done some private readings from their store. We creatives tend to support each other. The bigger competitor is the big chain stores  like B&M's, Poundland, and The Range who now also sell things like dream catchers, incense burners etc. They buy in bulk so can sell things cheaper, thereby undercutting the small shops and sole traders. The downside for them is they are not very unique. Where as with creative enterprises your more likely to get unique one off, or rare items, where there are only a few copies in existence.

I have tried to look at other sellers on T-shirt Studio to view the competition. However despite numerous searches I cannot seem to find other individual sellers on T-shirt studios shop links, to make comparisons with. I therefore have drawn the conclusion that I cannot rely on extra sales through T-shirt Studios store, but need to rely on my marketing skills and reputation to spread the word, and drive sales towards my products.

Spirit Artists, are few and far between, I draw inspiration from the pioneers in this field of mediumship Coral Polge and Frank Leah. Although now deceased, the quality and spirit likeness they produced was outstanding, and set a bench mark to strive for. My peers working today are wide spread across the UK and world. The big names of today are Su Woods, Alan Stuttle, Lynne Cottrell, Sandy Ingham, Richard Stuttle, Anne Marie Bond. Private sittings tend to range from £30 to £100, depending on the sitting type and spirit artist.

Test trading: I tested several printers to see the quality of their products and service they provided. Once happy, I had a range of test products printed, t-shirts, mugs, and tote bags. I then did some test trading by selling them at fairs such as the HCFE Christmas Fair. I further tested trading through selling them via my online shop with T-shirt Studio: Spirit Within Art.

I also had the opportunity to test T-shirt studio customer service when a hoodie I ordered arrived with an error, they responded promptly with an apology and promise to replace it asap. The replacement arrived in perfect condition within two days. I therefore know they have good customer service and will deal with any issues in a professional manner.

PESTLE & SWOT analysis:

P.E.S.T.L.E: is an acronym that stands for Politics, Economics, Social, Technology, Legal, Environment. A pestle analysis is an examination of the external factors that can impact upon your business.

• Politics: Policies are introduced that give guidelines on how we can work within our field. Some of which may then become law. Such as the changes from the Witchcraft Act of 1735 and the Vagrancy Act of 1824 that to the Fraudulent Mediums Act of 1951, to the current Consumers Act(2008) in relation to lightworkers.

• Economic:

• Social:

• Technology: Keeping up to date with the latest technology and software. Take note of what tech and social sites are trending. Instagram, Tiktok etc. Canva, Creative Fabrica

• Legal: insurance, licenses, GDPR data protection etc

• Environment:

S.W.O.T: is an acronym that stands for Strengths, Weaknesses, Opportunities, Threats.

S.W.O.T is utilised to assess ourselves and recognise what we excel in and are good at, and what areas we struggle in, and where we can improve upon, along with what opportunities are available to us from being good at what we do and what threats we face that can undermine our business and stifle its potential.

My Strengths: I am a good evidential spirit portrait artist and tutor, with a unique set of skills and knowledge on this rare from of mediumship. I am a pioneer within this work, being the first person to gain a CSNU in art from the SNU. My skill set is sought after by individuals, Spiritualist Churches and Centres locally, nationally and internationally. I am creative and enjoy designing spiritual related products. I am a perfectionist and high functioning autistic, which can be both a strength and a weakness, so must take personal responsibility to keep myself in check.

My weaknesses: Health problems, such as Fibromyalgia, I therefore have to manage and work around my health. I'm a high functioning autistic, which can be both a weakness and strength. I can become overloaded, I am forgetful and need to set prompts, otherwise will forget to do things such as eat, make appointments etc. Lack of motivation and follow through, plus imposter syndrome, thinking I'm not good enough.

My opportunities: I get opportunities to travel with my work, nationally and internationally. Working in places like the USA and Switzerland, to demonstrate and teach mediumship, spirit and psychic art.

My threats: My health issues are a big threat to me being able to travel and be well enough to work. I have faced the threat of people being antagonistic towards what I do, I've been accused of communicating with demons by religious zealots, of being deluded or a fraud by those who do not believe in mediumship. Then, it is a sad thing to say, but none the less true, that within mediumistic circles there can be some jealousy. Not usually from other spirit artist but from other psychics and mediums. Thereby we need to grow a thick skin, emotionally speaking, as some will seek to destroy the competition rather than be inspired by them.

From running these analysis I have discovered that I either need to get myself a manager to organise my business and tell me what bookings I have, and where they will be. Or I need to push myself harder, set prompts and reminders to help keep me on track and motivated. I also need to have a safe space to do my sittings and workshops from.

Goals:

Setting goals to improve upon your business is important. It can help to keep you motivated and up to date with how your enterprise is doing and where it's going. I enjoy learning and sharing knowledge, which is why I love to teach.

I am proud of being the first person to have gained a certificate of recognition in demonstrating Spirit Art from the Spiritualist National Union. I am currently working towards the next award I'd like to achieve. I believe we are always learning and that it is important to further our knowledge through continued personal development.

With my CPD in mind: within Spiritualisms educational system, I'd like to gain the "t" certification from the SNU, then their Diploma for tutors. My goal to gain approved tutor status, and teach at the prestigious Arthur Findlay College of Psychic Science. My goal to share the knowledge I've gained with the next generation of budding spirit artists.

Within mainstream education I'm torn between working towards gaining a Cert.Ed. To further improve upon my teaching skills, keep me up to date with teaching practices and to design classes fit for a mainstream college setting. Or to further improve upon my art skills by taking a course in Fine or Creative Art, so that I can bring more art techniques and styles to my students.

My goals in relation to selling my art and spiritual merchandise, is to grow the enterprise. Continue to create and design, make prototypes and explore different product ranges. Hone my networking, marketing and technology skills. Test different print on demand services, paper, cards, coasters, jigsaws etc. Drive more sales with "gifts for Spiritualists", and hopefully educate, and normalise mediumship in the process. Perhaps even stop some from fearing peoples natural psychic and mediumistic abilities.

"Education is the key to enlightenment, for it helps remove our fear of the unknown."