Scaling, Wholesale & Multi-Channel
Grow without burning out. Build systems, channels, and a team.
Scaling isn't just more sales. It's more structure, more support, and more intention. More sales without systems will not make you happier. This chapter builds the infrastructure.
Signs You're Ready to Scale
- Consistent demand (not just one lucky drop)
- Frequently selling out / turning people away
- Spending most time on fires, not strategy
- Hitting the physical/mental limit of solo work
Ask: If I doubled my orders next month, what would break first? Fix that thing.
Channel Strategy
DTC (own website): 55-60% of revenue. Highest margins, full customer data.
Wholesale: 20-25%. Wholesale = typically 50% off RRP. Model the margin before approaching stockists.
Marketplaces: 15-20%. Captures search-driven buyers.
Rule: no single channel > 50% of total revenue by year 3.
Wholesale Buyer Outreach
1) Prepare: lookbook + line sheet + terms. 2) List 20 independent boutiques + 5 department stores. 3) Warm outreach on LinkedIn. 4) Follow up once after 7 days. 5) Email with personal, specific opener.
First Hires
- Admin / customer support
- Fulfilment (packing, shipping, inventory)
- Content / social support
Your first hire is not a mind reader. Create SOPs for everything before delegating.
Chapter 10 Templates & Worksheets
Channel Strategy Planner
Map your revenue targets across DTC, wholesale, and marketplace channels
Wholesale Buyer Outreach Playbook
Scripts for LinkedIn, email, and follow-up with stockist buyers
Cashflow Forecast Template
12-month cashflow projection with seasonal adjustments
Ready to Scale Self-Audit Checklist
Assess operations, team, systems, and channels before scaling
Your Action Step
Answer honestly: if you doubled orders, what breaks first? Write it down. That's your first scaling priority. Fix it before chasing more sales.
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