Founder of Artsy Shark and Executive Director of The Arts Business Institute
About the instructor
Carolyn Edlund is an art business consultant, writer and speaker, teaching courses on marketing, sales and other topics for artists and makers.
With a background that includes 20 years running her own successful production studio, and seven years as a sales rep for a national art publisher, she has extensive experience in all aspects of launching and growing a creative business.
Since founding Artsy Shark in 2009, she has written hundreds of articles and taught live workshops on the business of art throughout the U.S. and internationally.
In her work with The Arts Business Institute, she presents live workshops throughout the United States and abroad, writes business articles and provides consultations.
Is Pricing One of Your Biggest Challenges?
We teach Pricing at every live Arts Business Institute workshop, because this core subject is essential to the health of your small business. Pricing correctly can make the difference between success and failure. We are pleased to now offer this course online, in an easy-to-read format, with videos, exercises and clear step-by-step instructions.
Have you experienced any of these problems?
- You've underpriced your work out of fear that it won't sell.
- You aren't clear on how to arrive at the right price for your work.
- You're unsure whether you are actually profitable in your small business.
- You want to charge higher prices for what you make, but don't know how to do it.
Did you know?
- It's not "all about price" but choosing the right market.
- There are ways to add perceived value to your work that justify a higher price.
- Profit is not what you put in your pocket at the end of the show day.
This course takes the mystery out of pricing!
Our comprehensive course teaches:
- The formula for calculating expenses and arriving at a base price.
- Why this formula is essential for fine artists and makers - no matter your market or how you are selling.
- Why you must build your price from the ground up.
- How to control costs and become more efficient, increasing your margins.
- How to understand the "cost of sale" and why it matters.
- Adding perceived value to your work to increase your prices.
- The truth about markups - for selling wholesale, selling retail and consigning.
- How to price your fine art, and when to increase your prices.
- Strategies for working with art galleries.
- Discounting strategies and pitfalls.
- The importance of pricing consistency.
- How to scale your product offerings to gain repeat sales and increase profits.
This is the first course that has given me concrete information about how to price my artwork. I finally know and can confidently calculate what a wholesale price is and what retail is. It has rocked my world where I am discovering that the artwork I make needs to command higher prices. I can take this information and use it to create a sustainable income from the glass art that I love to do! Thank you! - Louis Gignac
- Materials Costs
- Downloadable Self-Evaluation: Materials Costs
- Labor Costs
- Downloadable Self-Evaluation: Labor Cost
- Overhead Costs
- Downloadable Self-Evaluation: Overhead Costs
- Cost of Sale
- Downloadable Self-Evaluation: Cost of Sale
- Profit Margin
- Downloadable Self-Evaluation: Profit Margin
- Artist Story: Pricing
- Simplify Pricing with Software Programs
- Why It Matters
- Workshop Video: Reducing Your Costs with Wendy Rosen, ABI Founder
- Studio Workflow and Organization
- Downloadable Self-Evaluation: Studio Workflow and Organization
- Artist Story: Efficiency
- Use Technology to Decrease Labor Time
- Artist Story: Sublimation Technology
- Workshop Video: Keeping Studio Costs Affordable with Carolyn Edlund, Exec Director of ABI
- Buy Supplies in Volume
- Artist Story: Controlling Cost of Supplies
- Reducing Cost of Sale
- Downloadable Self-Evaluation: Reducing Cost of Sale
- What About Selling Retail?
- Start with the Basic Pricing Formula
- Video: Pricing Fine Art with Carolyn Edlund, Exec Director of ABI
- Discover Where Your Art Fits into the Market
- Downloadable Self-Evaluation: Compare Yourself with Your Peers
- Simplify Your Pricing Structure
- Underpricing and Overpricing
- Downloadable Self-Evaluation: Your Current Prices
- Increasing Your Prices
- Downloadable Self-Evaluation: Increasing Your Prices
- Artist Story: Increasing Prices
- Selling Through a Gallery
- Selling Directly to Collectors
- Downloadable Self-Evaluation: Your Current Sales Methods
- Pricing Consistency
- Should Your Art Website List Prices?
- Downloadable Self-Evaluation: Your Art Website
- Artist Story: Website Pricing Strategy
- Pricing Commission Work
- Spreading Your Price Points
- Downloadable Self-Evaluation: Your Price Points
- Artist Story: Spreading Price Points
- Strategy: Split Your Line or Create Collections
- Leveraging Your Designs
- Downloadable Self-Evaluation: Pricing Strategies