Why Diversifying Your Revenue Matters

During my Guest Artist talk back in April, I shared something that’s become core to how I run my small business: having multiple revenue streams is essential to sustainability.

It’s similar to having a variety of price-points — low, mid, and high — so there's something for everyone. But instead of products, revenue streams is about how the money flows in.

Here’s a peek at my current mix:

• Online shop sales

• In-person events (Farmer’s Markets, craft markets, holiday bazaars)

• Wholesale

• Licensing

• Custom art commissions

• Graphic design + brand work

But, all this didn’t all happen overnight. 

When I first began my creative business in 2010, I only had online and in-person sales and custom artwork. I only started wholesale about 5 years ago. I became serious about my graphic design work around 4 years ago. And I started focusing on licensing within the last 3 years.

If you're a small business owner, think about what this could look like for you. Maybe that means launching a digital product, offering a workshop, applying for wholesale stockists, or taking on custom work. It doesn’t have to be huge; start with one new stream that complements what you already do.

Take a look at your whole year, too. Are there months when you're straight up hustling in your business, and others when you don't know if you can clear a payment from your bank account? Think ahead! What could you offer during the slower season to help balance things out?

For example, from January through April, my in-person sales are pretty quiet (Fairbanks isn’t exactly bustling in winter, and those post-holiday months are brutal!). But my client work, the custom art and logo design, picks up during that time and helps keep cash flow consistent. Then by spring, wholesale orders start rolling in, and summer brings the return of direct-to-consumer sales at markets and events.

Mock up of my 2025 Wholesale Catalog

It ebbs and flows, and having multiple income streams keeps me steady throughout it all.

“Success is built day by day and decision by decision.” – Katie Hunt, Proof to Product

Success doesn’t happen overnight, we all know that. The real question is: How can you grow in a way that’s sustainable and true to your creative practice?

Start small. Show up consistently. And remember that diversification equals growth.