Start a pottery business by following these 10 steps:
You have found the perfect business idea, and now you are ready to take the next step. There is more to starting a business than just registering it with the state. We have put together this simple guide to starting your pottery business. These steps will ensure that your new business is well planned out, registered properly and legally compliant.
Check out our How to Start a Business page.
STEP 1: Plan your business
A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:
- What are the startup and ongoing costs?
- Who is your target market?
- How much can you charge customers?
- What will you name your business?
Luckily we have done a lot of this research for you.
What are the costs involved in opening a pottery business?
Before making any investments, there are a few items to consider. Will your studio include a wheel throw, or will you build by hand? Do you plan on glazing your pottery in-house, or will you take it elsewhere for glazing and firing? How much space will your kiln take up? If electric, do you have an adequate power supply to handle the equipment?
Depending upon your needs, you’ll either set up shop in your home or garage, or rent or purchase studio space. While investing in a space away from home will affect your overhead expenses, many enjoy keeping their home and work separate. It’s all about personal preference.
Once you’ve determined your workspace, there’s a number of items and equipment you’ll need:
- Hand tools
- Carving and decorating tools
- Glaze and colorants
- Wheel: ranges from $950 and $1800
- Work table
- Storage and display shelves, including a place to store damp pieces
- Kiln: manual or computerized, ranging from $2,000 to over $10,000
- Pug mill: costs anywhere from $2,300 - $8,400
- Business cards
You’ll also want to set some cash aside to cover art festival and traveling expenses. These shows are a great way to start building a name for yourself.
What are the ongoing expenses for a pottery business?
Fortunately, there is very little overhead in this industry. If you decide to open a public studio, you’ll have the standard expenses of rent, electric, and insurance. Otherwise, your budget will primarily be spent on materials, website management (if you choose to have one), and entry fees for events. Since you pay for materials up-front, your money is tied up until you’re able to recoup the money through sales.
Who is the target market?
Many consumers settle for cheaper pottery items that are mass produced. Those who purchase handmade pieces appreciate the time and skill that goes into each creation and are willing to pay a little extra for their one-of-a-kind piece. These are the individuals you’ll target when determining where to display your work and which festivals/shows you should attend.
How does a pottery business make money?
Pottery business owners earn their living off each piece they sell. Many choose to sell primarily to individual customers, while others have found success selling wholesale. Whichever route you take, pay close attention to your pricing model. Prices should include cost of materials, as well as an hourly wage to ensure maximized profit.
How much can you charge customers?
Prices vary from piece to piece. Carefully consider all the factors that went into creating your work, including materials used and time spent. Never sell yourself short when creating your price list. A coffee mug might sell for $20, while a work designed for display may yield thousands of dollars.
How much profit can a pottery business make?
Novice potters report annual earnings of just under $20,000, while master potters make an average of $47,500 annually. Most businesses take anywhere from 2-5 years to really get going.
How can you make your business more profitable?
Some pottery entrepreneurs have reported higher earnings by integrating the following into their business plan:
- Teaching pottery classes
- Selling wine and snacks to alongside pottery classes
- Inviting groups to paint/glaze your unfinished work and take home as a souvenir
- Experience will offer valuable insight into streamlining some of your processes, which increases your turnaround time
- Creating molds, which will allow both you and your apprentice to generate more pieces
- Simplifying some of your more detailed pieces and test them to see how they sell. If they’re popular, you can reduce the number of complicated items, increasing your turnaround time.
- Crafting products that appeal to several markets. Diversification is critical to every successful business.
- Collaborating with other artists in your community - this is a great way to grow as an artist and businessman and serves as a powerful networking strategy.
- Soliciting galleries, bars, hotels, restaurants, and real estate agents. While cold-calling is uncomfortable for most of us, you might be surprised at how many are willing to display your work on consignment or invest for design purposes.
What will you name your business?
Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Pottery Business Name Generator
When registering a business name, we recommend researching your business name by checking:
- Your state's business records
- Federal and state trademark records
- Social media platforms
- Web domain availability.
It's very important to secure your domain name before someone else does.
STEP 2: Form a legal entity
Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your pottery business is sued.
Form Your LLC
Read our Guide to Form Your Own LLC
Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services. You can choose to hire a registered agent or act as your own.
STEP 3: Register for taxes
You will need to register for a variety of state and federal taxes before you can open for business.
In order to register for taxes you will need to apply for an EIN. It's really easy and free!
You can acquire your EIN for free through the IRS website, via fax, or by mail. If you would like to learn more about EINs and how they can benefit your LLC, read our article, What is an EIN?.
Small Business Taxes
Depending on which business structure you choose, you might have different options for how your business will be taxed. For example, some LLCs could benefit from being taxed as an S corporation (S corp).
You can learn more about small business taxes in these guides:
There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.
STEP 4: Open a business bank account & credit card
Using dedicated business banking and credit accounts is essential for personal asset protection.
When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil.
Additionally, learning how to build business credit can help you get credit cards and other financing in your business's name (instead of yours), better interest rates, higher lines of credit, and more.
Open a business bank account
- This separates your personal assets from your company's assets, which is necessary for personal asset protection.
- It also makes accounting and tax filing easier.
Recommended: Read our Best Banks for Small Business review to find the best national bank, credit union, business-loan friendly banks, one with many brick-and-mortar locations, and more.
Open net-30 accounts
When it comes to establishing your business credit, net-30 vendors are considered the way to go. The term "net-30," which is popular among vendors, refers to a business credit arrangement where the company pays the vendor within 30 days of receiving goods or services.
Net-30 credit terms are often used for businesses that need to obtain inventory quickly but do not have the cash on hand.
Besides establishing business relationships with vendors, net-30 credit accounts get reported to the major business credit bureaus (Dun & Bradstreet, Experian Business, and Equifax Business Credit). This is how businesses build business credit so they can qualify for credit cards and other lines of credit.
Recommended: Read our guide on the best net-30 vendors so you can start building business credit now, so you never have to worry about cash flow in the future. Keep in mind that poor cash flow is the #1 reason businesses fail!
Get a business credit card
- This helps you separate personal and business expenses by putting your business' expenses all in one place.
- It also builds your company's credit history, which can be useful to raise money and investment later on.
STEP 5: Set up business accounting
Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.
STEP 6: Obtain necessary permits and licenses
Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.
State & Local Business Licensing Requirements
Certain state permits and licenses may be needed to operate a pottery business. Learn more about licensing requirements in your state by visiting SBA’s reference to state licenses and permits.
Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, read our article, Sales Tax for Small Businesses.
In addition, certain local licensing or regulatory requirements may apply.
For more information about local licenses and permits:
- Check with your town, city or county clerk’s office
- Get assistance from one of the local associations listed in US Small Business Associations directory of local business resources.
Also, if you want to offer complimentary alcohol at special events or showings (as many pottery studios do), you will need an Art Gallery Liquor Permit, the specificities of which vary locally.
Certificate of Occupancy
A pottery business is generally run out of a studio when offering classes. Businesses operating out of a physical location typically require a Certificate of Occupancy (CO). A CO confirms that all building codes, zoning laws and government regulations have been met.
If you plan to lease a location:
- It is generally the landlord’s responsibility to obtain a CO.
- Before leasing, confirm that your landlord has or can obtain a valid CO that is applicable to a pottery business.
- After a major renovation, a new CO often needs to be issued. If your place of business will be renovated before opening, it is recommended to include language in your lease agreement stating that lease payments will not commence until a valid CO is issued.
If you plan to purchase or build a location:
- You will be responsible for obtaining a valid CO from a local government authority.
- Review all building codes and zoning requirements for your business’ location to ensure your pottery business will be in compliance and able to obtain a CO.
STEP 7: Get business insurance
Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.
There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance. This is the most common coverage that small businesses need, so it’s a great place to start for your business.
Learn more about General Liability Insurance.
Another notable insurance policy that many businesses need is Workers’ Compensation Insurance. If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.
STEP 8: Define your brand
Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.
If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners, we'll give you helpful tips and advice for creating the best unique logo for your business.
How to promote & market a pottery business
It is important to develop an effective marketing strategy. It helps to first create a list of primary and secondary markets for selling your creations and develop a strategy around that.
Let’s look at a few marketing and promotional strategies that have been successful for other potters:
- Keep a guest book from each event that you attend and create a mailing list. Send out mailers, via email or postcard, reminding people of your work and including contact information.
- Using your mailing list, notify customers of a “kiln opening.” Clients can come visit your studio and purchase pottery right out of the kiln.
- Attend art festivals. While these events can prove costly, they’re an effective way of reaching a broad audience. Don’t forget to take business cards for those who enjoy your work, but aren’t ready to buy.
- Post pictures of your work on Instagram and other social media sites. Many artists have found great success holding online auctions.
- Have a billboard or sign prominently displayed. It should include all contact information and encourage customers to visit your studio.
How to keep customers coming back
To attract and retain a steady flow of clients, your product line should include a wide variety of items. While you will want to include some items that are guaranteed to sell, it’s also important to maintain your artistic integrity by creating items you enjoy producing. To appeal to a larger market, offer sets of items in varying sizes. You can also offer discounts on sets of items that are purchased together. A balanced line of products and prices and steady use of high quality materials will set a level of consistency that ensures repeat customers.
Still unsure about what kind of business you want to start? Check out the latest Small Business Trends to help inspire you.
STEP 9: Create your business website
After defining your brand and creating your logo the next step is to create a website for your business.
While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.
Here are the main reasons why you shouldn’t delay building your website:
- All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
- Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
- Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.
Using our website building guides, the process will be simple and painless and shouldn’t take you any longer than 2-3 hours to complete.
STEP 10: Set up your business phone system
Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.
There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use.
Recommended: Find the best phone system for your business; check out our review of the Best Business Phone Systems 2021.
Start A Pottery Business In Your State
Select your state below for an in-depth guide on completing each of these steps in your home state.
Is this Business Right For You?
Being able to craft a quality clay piece is only half the challenge. You must also possess the creativity and drive to continuously seek out new avenues for displaying and selling your work. An artist who has a knack for self promotion and networking amongst other artists and clients is an ideal match.
Want to know if you are cut out to be an entrepreneur?
Take our Entrepreneurship Quiz to find out!
What happens during a typical day at a pottery business?
Running a successful pottery business is more than a full-time job. Your days will be spent in the studio forming, glazing and firing your creations and making molds. You’ll also spend a great deal of time putting your creative ideas down on paper and preparing for future projects.
There’s still the question of how you will sell your work. For many artists, this proves to be the greater challenge. Pottery business owners dedicate hours to networking in the community and seeking out new avenues to have their pottery displayed and sold. Their weekends are often spent traveling and setting up exhibits at art festivals. Those who decide to sell their work on a website spend a portion of their day managing orders, taking pictures of new items, and adding new pottery pieces to the site.
What are some skills and experiences that will help you build a successful pottery business?
To run a profitable pottery business, one must possess more than artistic talent. You must possess the ability to balance your artistic abilities with an entrepreneurial spirit, ensuring your art makes it out of the studio and into a client’s home. Skills such as product development, marketing, accounting and sales should be mastered to ensure long-term success.
Even if you’re business-minded, consider taking some courses on accounting, marketing, and economics. Most classes can be taken at your local adult education center, online, or at a community college. Additionally, the Journal of the American Ceramic Society has a wealth of information that could provide insight into what marketing strategies work best for others in the industry.
As previously mentioned, there’s more that goes into building a successful pottery business than just your art. Time management skills are important for ensuring you devote the proper amount of time and attention to each aspect of your business.
Historically, potters spent several years apprenticing with a “master potter,” who taught them the skills needed to open their own studio. This time-honored tradition is still used today and is an important way to pass on skills from generation to generation.
What is the growth potential for a pottery business?
Through hard work and dedication, pottery business owners have the potential to become very successful. Due to the nature of their work, many choose to keep their business small and local, working alone or with one assistant. There are a number of world-renowned ceramic artists, however, whose pieces are sold and showcased in museums and galleries all over the world.
TRUiC's YouTube Channel
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Take the Next Step
Find a business mentor
One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.
Having a support network in place to turn to during tough times is a major factor of success for new business owners.
Learn from other business owners
Want to learn more about starting a business from entrepreneurs themselves? Visit Startup Savant’s startup founder series to gain entrepreneurial insights, lessons, and advice from founders themselves.
Resources to Help Women in Business
There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:
If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.
How and when to build a team
Many potters enjoy hand-crafting their work, and customers are drawn to them because they’re one-of-a-kind. As a result, many choose to keep things simple and not take on a staff. As you get busier, it might prove beneficial to take on an intern or apprentice. They can help with the glazing and firing part of the process, allowing you to produce more pieces.
If accounting isn’t your forte, hiring an accountant to manage your finances would be a smart business decision. It’s a small price to pay for the peace of mind of knowing your finances are being managed properly.