Hey, friend. Grab your coffee (or tea, no judgment), because I need to tell you about the messy, wonderful, and slightly terrifying journey I’ve been on the past few months. You know how sometimes you feel like you’re just… spinning your wheels? Like you’re busy all day but not actually moving forward? That was me. I had this little side hustle—a handmade candle business I started during the pandemic—and it was cute, but it wasn’t growing. I was making candles, posting on Instagram, and hoping for the best. Spoiler alert: hope is not a strategy.
So, I decided to get serious. I dove into the world of strategic planning, competitive analysis, growth hacking, business models, and market positioning. And honestly? It felt like learning a new language at first. But now, I’m here to break it all down for you in the most relatable way possible. Think of this as a heart-to-heart with your slightly obsessed-with-business-strategy bestie.
Strategic Planning: The Art of Not Winging It
Let’s start with strategic planning. I used to think this was something only CEOs in boardrooms did. But one afternoon, I was staring at my overflowing candle supplies—jars, wicks, fragrance oils—and I realized I had no clue what I was working toward. So, I sat down with a notebook (my favorite is the one with the doodle of a cat on the cover) and asked myself: “What do I actually want in the next year?”
I wrote down three goals: launch a signature scent, grow my email list to 500 subscribers, and actually make a profit (not just break even). Then I mapped out the steps. It felt so simple, but it was a game-changer. Strategic planning is basically giving yourself a roadmap. Without it, you’re just driving aimlessly, hoping you’ll end up somewhere cool. I even started a “weekly planning ritual” where I light one of my own candles (self-promotion, but also self-care) and review my progress. It’s dorky, but it works.
Here’s a little personal moment: last month, I almost quit. I had a terrible week where I spilled hot wax on my favorite rug and accidentally set off the smoke detector. I felt like a failure. But because I had my plan, I could look at it and say, “Okay, this is just a bump. The destination is still the same.” That’s the power of strategy—it keeps you grounded when life gets chaotic.
Competitive Analysis and Market Positioning: The “Who Are You?” Game
Now, let’s talk about competitive analysis. This sounds scary, but it’s really just being nosy in a productive way. I started looking at other candle makers—their websites, their social media, their pricing. At first, I felt intimidated. There were brands with gorgeous packaging and thousands of followers. But then I noticed something: almost all of them had the same “cozy, rustic” vibe. They used the same fonts, the same earthy tones. And I thought, “That’s not me.”
I love bold colors, quirky names (my bestseller is called “Chaos & Cinnamon”), and I’m all about sustainability. So I repositioned my brand. Instead of trying to fit into the cozy aesthetic, I leaned into being the “fun, eco-friendly candle for people who don’t take themselves too seriously.” That’s market positioning—it’s about finding your unique spot in the crowd. I even updated my tagline to: “Candles for the beautifully chaotic.” It felt so authentic, and guess what? People started noticing.
Here’s another relatable moment: I once bought a competitor’s candle just to “research” it. I lit it, and it smelled amazing, but the label was peeling off. I thought, “That’s my opportunity.” I made sure my labels are high-quality and that I include a handwritten note in every order. Small details matter. Competitive analysis isn’t about copying—it’s about finding the gaps and filling them with your personality.
Growth Hacking and Business Model: The Fun, Slightly Geeky Stuff
Okay, growth hacking. This is my favorite part because it feels like a puzzle. I’m not a tech genius, but I love finding clever, low-cost ways to grow. For example, I started a “Candle of the Month” subscription. It wasn’t a huge idea—just a simple sign-up on my website. But I promoted it by offering a free mini candle to anyone who referred a friend. That’s growth hacking: using your existing customers to bring in new ones.
I also tried something silly: I made a TikTok where I showed my cat knocking over a candle jar (don’t worry, it was unlit). It went viral—like, 50,000 views viral. Suddenly, I had 200 new email subscribers. That’s the beauty of growth hacking—it’s not about big budgets; it’s about creativity. I now have a “growth ideas” list in my phone, and I test one each month. Some flop (remember the “candle yoga” video? Cringe), but some are gold.
And then there’s the business model. I used to sell only through my Etsy shop, but I realized I was losing money on fees. So I built my own website using a simple platform. It was scary—I had to learn about shipping rates and payment gateways. But I also added a “Build Your Own Candle” kit, which became my bestseller. My business model shifted from “selling finished products” to “selling experiences.” It’s all about finding what works for you and your customers.
I’ll be honest: growth hacking can feel like a gamble. One month, I spent hours on a giveaway that only got five entries. I cried into my cereal. But then I tried a simple “share this post for a discount” strategy, and it worked. The key is to keep experimenting and not take the failures personally. Every “no” is just data for your next “yes.”
So, here’s my heartfelt takeaway, friend. Strategic planning, competitive analysis, growth hacking, business model, market positioning—these aren’t just corporate buzzwords. They’re tools to help you build something that feels like you. Whether you’re running a business, planning a career change, or just trying to get your life in order, you deserve a roadmap that’s honest and flexible. You don’t need to be perfect. You just need to start, adjust, and keep going.
I’m still learning. Last week, I accidentally ordered 500 jars in the wrong size. But you know what? I laughed, I listed them as “limited edition mini candles,” and they sold out in two days. That’s the beauty of this journey—it’s messy, it’s real, and it’s yours. So go ahead, grab that notebook, and start planning. I’m rooting for you. 🤍
