Postcard Publisher Business Plan Template

Postcard Publisher Business Plan Template

Postcard Publisher business plan template

Are you interested in starting your own Postcard Publisher Business?



In an age dominated by digital communication, the art of sending and receiving physical mail has become a nostalgic and cherished tradition. Among the most treasured pieces of mail are postcards, which capture the essence of a moment or a place in a tangible and personal way. If you have a passion for design, storytelling, and connecting people through the written word, starting a postcard publishing business might be the perfect venture for you. In this article, we will guide you through the essential steps to launch your own postcard publishing business, from defining your target audience to sourcing high-quality designs and navigating the logistics of production and distribution. Embark on this creative journey and turn your love for postcards into a thriving business that brings joy and connection to people around the world.

Global Market Size

The global postcard industry has seen steady growth in recent years, driven by the increasing popularity of postcards as a means of communication and an aesthetic collectible. According to market research, the global postcard market was valued at approximately $1.2 billion in 2020, and it is projected to reach $1.5 billion by 2025, growing at a CAGR of around 4% during the forecast period.

One of the key factors contributing to the growth of the postcard market is the rising tourism industry. Postcards have become a popular souvenir for travelers, allowing them to capture and share their experiences with friends and family back home. Additionally, postcards have gained traction as a unique and nostalgic way to stay connected in the digital age, with many individuals appreciating the tangible and personal nature of a physical postcard.

The market size of the postcard industry varies across different regions. North America and Europe currently dominate the market, accounting for the largest shares in terms of revenue. This can be attributed to the strong presence of tourism in these regions, as well as the cultural significance of postcards. However, emerging economies in Asia Pacific, such as China and India, are expected to witness significant growth in the postcard market due to increasing disposable income, changing consumer preferences, and rising tourism activities.

In recent years, there has also been a growing trend towards personalized and custom postcards. Many individuals and businesses are seeking unique designs and personalized messages to make their postcards stand out. This presents an opportunity for entrepreneurs looking to start a postcard publishing business, as they can cater to this growing demand by offering customizable postcards that cater to different occasions and target markets.

Overall, the global postcard market offers a promising landscape for aspiring postcard publishers. With the increasing popularity of postcards as a form of communication and the rising demand for personalized designs, there is ample room for growth and innovation in this industry. Entrepreneurs who can tap into the evolving needs and preferences of customers are well-positioned to thrive in this market.

Target Market

Target Market

The target market for a Postcard Publisher business can vary depending on the specific niche and focus of the company. However, there are a few key groups that can generally be considered as potential customers for this type of business:

1. Tourist and Travel Industry: One of the primary target markets for a Postcard Publisher business is the tourist and travel industry. Tourists and travelers often purchase postcards as souvenirs or to send to their loved ones back home. This includes individuals visiting popular tourist destinations, travel agencies, hotels, resorts, and souvenir shops.

2. Local Businesses and Attractions: Another target market for a Postcard Publisher business is local businesses and attractions. Many businesses and attractions, such as museums, art galleries, historical landmarks, and restaurants, often sell postcards featuring their unique offerings. These postcards can serve as promotional materials and a way for customers to remember their visit.

3. Event Organizers: Event organizers, including wedding planners, conference organizers, and party planners, often require customized postcards for invitations, save-the-dates, and thank-you notes. A Postcard Publisher business can cater to this target market by offering personalized and custom-designed postcards to suit various events and occasions.

4. Corporate Clients: Corporations and businesses looking for branded merchandise or promotional materials can also be a target market for a Postcard Publisher business. Companies may require postcards for marketing campaigns, corporate events, or as part of their direct mail marketing strategies.

5. Individuals and Collectors: Lastly, individuals who collect postcards or have a passion for sending and receiving them can also be a target market. Some people enjoy collecting postcards from different places or featuring specific themes, such as vintage postcards or those showcasing a particular interest or hobby.

It is important for a Postcard Publisher business to identify its target market(s) and tailor its products and services to meet their specific needs and preferences. This may involve conducting market research, understanding customer preferences, and developing a marketing strategy that effectively reaches and appeals to the identified target markets.

Business Model

Business Models for a Postcard Publisher

When starting a postcard publisher business, it is important to consider the most suitable business model that aligns with your goals and target market. Here are some common business models to consider:

1. Wholesale Business Model: Under this model, you would focus on producing postcards in bulk and selling them to retailers, gift shops, stationery stores, and other businesses that sell postcards. This model allows you to reach a wider customer base by distributing your postcards through established retail channels. Additionally, it may involve creating custom designs for specific retailers or regions to cater to their unique needs and preferences.

2. E-commerce Business Model: In today's digital age, establishing an online presence is crucial for any business. With an e-commerce business model, you can sell your postcards directly to customers through your website or online marketplaces like Etsy, eBay, or Amazon. This model offers the advantage of reaching a global customer base and allows you to showcase your postcards to a wider audience without the need for physical retail space.

3. Subscription Box Business Model: This model involves curating and delivering postcards to subscribers on a regular basis, typically monthly. Customers pay a subscription fee to receive a collection of postcards, often with unique designs or themes. By offering a subscription box service, you can create a loyal customer base and generate recurring revenue. This model also allows for creativity and flexibility in designing themed collections, which can attract customers who appreciate variety and novelty.

4. Customization Business Model: Many customers appreciate the personal touch of customized postcards. With this business model, you can offer personalized postcards for special occasions such as weddings, birthdays, or corporate events. Customers can provide their own images, messages, or branding elements to be incorporated into the postcards. This model allows for higher price points and can cater to specific customer needs, making it an attractive option for those looking for unique and sentimental postcards.

5. Licensing and Partnerships: If you have a talent for designing postcards and creating unique artwork, you may consider partnering with other businesses or licensing your designs to be printed on postcards. This model allows you to leverage the reach and distribution channels of established brands, such as tourist attractions, museums, or art galleries. By collaborating with these entities, you can gain exposure to a wider audience while earning royalties or receiving a share of the profit from each postcard sold.

It is important to carefully evaluate these business models based on your resources, target market, and personal preferences. Each model has its advantages and challenges, so it is essential to select the one that best suits your abilities, goals, and long-term vision for your postcard publisher business."

Competitive Landscape

The postcard publishing industry is a highly competitive landscape with numerous players, both big and small, vying for market share. As a potential postcard publisher, it is crucial to understand the competitive landscape and identify your unique selling points to differentiate yourself from the competition.

One of the major players in the postcard publishing industry is Hallmark, a well-established and globally recognized brand. Hallmark has a strong distribution network and a wide range of postcard designs catering to various occasions and themes. Their brand reputation and extensive market presence make them a formidable competitor.

Other large postcard publishers include American Greetings, Papyrus, and Avanti Press. These companies have built a loyal customer base over the years by consistently delivering high-quality designs and innovative concepts. They often collaborate with renowned artists, photographers, and designers to create captivating and unique postcards that appeal to a wide range of customers.

In addition to these industry giants, there are numerous small and independent postcard publishers that focus on niche markets or specific themes. These smaller players often cater to niche interests such as vintage-inspired designs, local landmarks, or specialized topics like wildlife, art, or travel. Their ability to cater to specific customer needs and provide niche designs gives them a competitive edge in their respective markets.

Furthermore, the rise of digital technologies and online platforms has opened up new opportunities for postcard publishers. Online marketplaces like Etsy, Zazzle, and Society6 enable independent artists and designers to showcase and sell their postcard designs directly to customers. This has led to a proliferation of unique and handmade postcards, giving consumers a wider variety of options to choose from.

To succeed in this competitive landscape, it is important to identify your target audience and develop a unique selling proposition. Whether it is offering personalized postcards, focusing on eco-friendly materials, or specializing in a specific theme or niche, finding your niche and differentiating yourself from the competition will be key to attracting customers.

Building strong relationships with retailers, both online and brick-and-mortar, is also crucial for success in the postcard publishing industry. Collaborating with local gift shops, tourist attractions, and specialty stores can help expand your distribution network and reach a wider customer base.

Ultimately, staying ahead of the competition in the postcard publishing industry requires a combination of creativity, quality, and strategic marketing. By understanding the competitive landscape, identifying your unique selling points, and continuously innovating in your designs and marketing efforts, you can carve out a successful niche in this dynamic industry.

Legal and Regulatory Requirements

Legal and Regulatory Requirements for Starting a Postcard Publisher Business

Starting a postcard publisher business requires complying with various legal and regulatory requirements to ensure a smooth and lawful operation. These requirements may vary depending on your location, but here are some common considerations:

1. Business Registration: Registering your postcard publisher business is typically required by law. You may need to choose a suitable legal structure, such as a sole proprietorship, partnership, or limited liability company (LLC). Registering your business entity ensures that you have legal standing and can operate your business within the parameters of the law.

2. Business Licenses and Permits: Check with your local government authorities to determine if you need any specific licenses or permits to operate a postcard publisher business. Some jurisdictions may require a general business license, while others may have specific regulations related to the printing or publishing industry. Research and comply with all necessary licenses and permits to avoid potential legal issues.

3. Copyright and Intellectual Property: As a postcard publisher, it is crucial to respect copyright and intellectual property laws. Ensure that you have the necessary rights and permissions to use any images, designs, or artwork featured on your postcards. This typically involves obtaining licenses from artists or photographers and properly crediting their work. Familiarize yourself with copyright laws to avoid any legal disputes.

4. Privacy and Data Protection: If your postcard publisher business collects personal information from customers, such as names and addresses, you must comply with privacy and data protection laws. Safeguard customer data and ensure compliance with applicable regulations, such as the General Data Protection Regulation (GDPR) if you operate in the European Union.

5. Tax Obligations: Understand and fulfill your tax obligations as a postcard publisher business. This entails registering for a tax identification number (TIN) with your local tax authority and reporting your income and expenses accurately. Consult with a tax professional or accountant to ensure compliance with local tax laws and regulations.

6. Health and Safety Regulations: If you have a physical location for your postcard publisher business, it is essential to adhere to health and safety regulations. Ensure the safety of your employees and customers by maintaining a hazard-free workplace, following fire safety protocols, and complying with building codes and regulations.

7. Environmental Regulations: Be aware of and comply with any environmental regulations that may apply to your postcard publisher business. These regulations may include proper waste disposal and recycling procedures for printing materials and ensuring compliance with sustainable practices.

Remember, legal and regulatory requirements can vary significantly depending on your location. It is important to consult with local authorities, legal professionals, and industry-specific associations to ensure you meet all the necessary obligations to operate your postcard publisher business legally and ethically.

Financing Options

Financing Options for Starting a Postcard Publisher Business

Starting a postcard publisher business requires some initial investment in order to purchase equipment, printing materials, and marketing expenses. If you are considering starting this type of business, here are some financing options to consider:

1. Personal Savings: One of the most common ways to finance a small business is through personal savings. If you have been saving money for a while, you may be able to use those funds to cover the initial costs of starting your postcard publisher business. This option allows you to maintain complete control over your business without taking on any debt.

2. Small Business Loans: Another option to consider is applying for a small business loan. Many banks and financial institutions offer loans specifically designed for small business owners. To increase your chances of approval, it is important to have a well-prepared business plan and a good credit score. Small business loans can provide you with the necessary capital to purchase equipment, hire employees, and cover other startup costs.

3. Crowdfunding: Crowdfunding has become an increasingly popular way to finance new businesses. Platforms like Kickstarter and Indiegogo allow entrepreneurs to raise funds by pitching their business idea to a large audience. In return for their support, backers may receive rewards or early access to your postcard designs. Crowdfunding can be a great option if you have a unique concept or if you want to test the market demand for your postcards before fully launching your business.

4. Grants: Depending on your location and the nature of your postcard publisher business, there may be grants available for entrepreneurs in the creative industry. These grants are typically offered by government agencies, non-profit organizations, or private foundations. Research local and national grant programs that support small businesses in the arts and design sector to determine if you qualify for any funding opportunities.

5. Investors: If you have a compelling business plan and are open to sharing ownership and control of your postcard publisher business, you may consider seeking investors. Investors can provide the necessary capital in exchange for a percentage of the business's profits. However, it is important to thoroughly vet potential investors and have a clear agreement in place to protect your interests and maintain control over your business.

6. Bootstrapping: Bootstrapping refers to starting a business with minimal external funding and relying on your own personal resources. This may involve starting small, operating from your home, and gradually reinvesting profits back into the business. While bootstrapping may require more patience and careful financial management, it allows you to maintain full control and ownership of your postcard publisher business.

Before deciding on a financing option, it is crucial to evaluate your own financial situation, business goals, and risk tolerance. Each option has its own advantages and considerations, so it is important to choose the one that aligns best with your specific needs and circumstances. Consulting with a financial advisor or small business mentor can also provide valuable guidance throughout the financing process."

Marketing and Sales Strategies

Marketing and Sales Strategies for Starting a Postcard Publisher Business

Once you have established your postcard publishing business, it is essential to develop effective marketing and sales strategies to promote your products and attract customers. Here are some key strategies to consider:

1. Identify Your Target Market: Start by understanding your target audience and their preferences. Determine who your potential customers are, such as tourists, art enthusiasts, or businesses looking for promotional materials. This will help you tailor your marketing efforts and create postcards that appeal to their interests.

2. Build an Online Presence: In today's digital age, having an online presence is crucial for any business. Create a professional website that showcases your postcard designs and provides information about your business. Use social media platforms to engage with potential customers, share sneak peeks of new designs, and run promotional campaigns.

3. Collaborate with Local Businesses and Tourist Attractions: Partnering with local businesses, tourist attractions, and gift shops can significantly expand your reach. Offer to stock your postcards in their stores or collaborate on exclusive designs. This way, you can tap into their customer base and gain exposure to a wider audience.

4. Attend Trade Shows and Events: Participate in trade shows, fairs, and other events related to the postcard industry or tourism. Set up an eye-catching booth that displays your postcard collection and distribute business cards or flyers to attract potential customers. Engage with attendees and collect their contact information for future marketing efforts.

5. Offer Customization and Personalization: Stand out from the competition by offering customization and personalization options for your postcards. Allow customers to add their own photos, messages, or branding elements to create unique and memorable postcards. This will attract individuals and businesses looking for personalized promotional materials or souvenirs.

6. Develop Relationships with Retailers: Approach local retailers, gift shops, and bookstores to showcase and sell your postcards. Offer attractive wholesale pricing and provide eye-catching display materials to encourage retailers to stock your products. Regularly visit these retailers to restock and maintain a good working relationship.

7. Explore Online Marketplaces: Expand your sales channels by listing your postcards on popular online marketplaces, such as Etsy, eBay, or Amazon. Optimize your product listings with high-quality images, compelling descriptions, and relevant keywords to increase visibility and attract potential customers.

8. Leverage Influencer Marketing: Identify influencers, bloggers, or social media personalities who align with your target market and collaborate with them to promote your postcards. Offer them free samples or commission-based partnerships to create buzz around your products and reach a wider audience.

9. Run Promotions and Giveaways: Encourage customer engagement and attract new customers by running promotions and giveaways. Offer discounts, bundle deals, or limited-time promotions to incentivize purchases. Conduct contests or giveaways on social media platforms to increase brand awareness and engage with your audience.

10. Gather Customer Feedback and Reviews: Actively seek customer feedback and encourage satisfied customers to leave reviews on your website or social media platforms. Positive reviews and testimonials can significantly influence potential customers' purchasing decisions, while constructive feedback will help you improve your products and services.

Remember that consistency, creativity, and constant adaptation are key to successful marketing and sales strategies. Continuously monitor and analyze the effectiveness of your efforts, adjust your strategies accordingly, and stay updated with the latest industry trends to stay ahead in the competitive postcard publishing market."

Operations and Logistics

Operations and Logistics

Starting a postcard publishing business requires careful planning and efficient operations and logistics management to ensure smooth production, distribution, and customer satisfaction. Here are some key aspects to consider:

1. Design and Production: To create appealing and high-quality postcards, you will need skilled graphic designers and access to printing facilities. Consider investing in design software, hiring talented designers, or outsourcing the design work to freelancers. Ensure that your printing facilities meet your quality standards and can handle the volume of postcards you aim to produce.

2. Material Sourcing: Research and establish relationships with reliable suppliers of high-quality cardstock, ink, and other materials needed for postcard production. It is important to choose materials that are durable, visually appealing, and environmentally friendly if possible. Consider negotiating bulk discounts to reduce costs and ensure a steady supply of materials.

3. Printing and Packaging: Develop an efficient printing and packaging process to streamline production. Determine the optimal printing method for your postcards, such as offset printing or digital printing, based on factors like cost, quality, and turnaround time. Establish quality control measures to ensure that each postcard meets your standards before packaging and shipping.

4. Inventory Management: Maintain accurate inventory records to track the number of postcards printed, sold, and remaining in stock. Consider using inventory management software to automate this process and facilitate reordering when necessary. Efficient inventory management will help prevent stockouts and delays in fulfilling customer orders.

5. Distribution Channels: Determine the most effective distribution channels for your postcards. This could include selling directly to customers through your website or physical store, partnering with local retailers, or using online marketplaces. Research shipping options to determine the most cost-effective and reliable method for delivering postcards to customers, whether through postal services or courier companies.

6. Fulfillment and Packaging: Develop a system to efficiently fulfill and package customer orders. This includes organizing orders, picking and packing postcards, and ensuring accurate addressing and packaging for shipping. Consider investing in packaging supplies such as bubble mailers or custom-branded boxes to protect the postcards during transit and enhance the customer's unboxing experience.

7. Customer Service: Provide excellent customer service to ensure customer satisfaction and loyalty. This includes promptly addressing inquiries, resolving issues, and processing returns or replacements when necessary. Implement a customer relationship management (CRM) system to manage customer interactions and maintain a database for future marketing initiatives.

8. Marketing and Promotion: Develop a comprehensive marketing strategy to reach your target audience and promote your postcards. Utilize social media platforms, email marketing, online advertising, and collaborations with influencers or bloggers to generate awareness and drive sales. Consider attending trade shows or local events related to the postcard industry to showcase your products and connect with potential customers.

Efficient operations and logistics management are crucial for the success of your postcard publishing business. By carefully planning and implementing these aspects, you can ensure the smooth execution of your business activities, maintain customer satisfaction, and achieve sustainable growth."

Human Resources & Management

Human Resources and Management

As you embark on starting your own postcard publishing business, it is crucial to pay attention to the human resources aspect of your venture. Effective management of your team will play a significant role in the success and growth of your business. Here are some key considerations for managing your human resources effectively:

1. Recruitment and Hiring: When building your team, look for individuals with a passion for design, creativity, and a strong understanding of the publishing industry. You may want to hire graphic designers, illustrators, writers, and individuals with experience in print production. Conduct thorough interviews and assess their skills and compatibility with your business goals before making any hiring decisions.

2. Training and Development: Provide your employees with the necessary tools and training to succeed in their roles. Offer workshops, seminars, and online courses to enhance their skills in design, marketing, and project management. Encourage a culture of continuous learning and offer opportunities for professional development to keep your team motivated and up-to-date with industry trends.

3. Clear Roles and Responsibilities: Clearly define the roles and responsibilities of each team member to avoid confusion and ensure smooth operations. This includes establishing reporting lines, setting expectations, and assigning tasks based on individual strengths and expertise. Regularly communicate with your team to address any concerns, provide feedback, and foster a collaborative work environment.

4. Performance Evaluation and Recognition: Implement a performance evaluation system to assess your team's progress and provide constructive feedback on their work. Recognize and reward exceptional performance to motivate your employees and create a positive work environment. This can be in the form of bonuses, incentives, or public recognition within the company.

5. Effective Communication: Establish open lines of communication within your team to encourage collaboration and creativity. Regular team meetings, brainstorming sessions, and one-on-one discussions can help foster a sense of belonging and create a supportive work environment. Encourage your employees to share ideas, provide feedback, and contribute to the growth of the business.

6. Conflict Resolution: Conflicts may arise within any team, and it is important to address them promptly and fairly. Encourage open dialogue, active listening, and empathy when resolving conflicts. Implement a conflict resolution policy to guide your team on how to handle disagreements professionally and constructively.

7. Employee Retention: High employee turnover can be costly for your business. To retain your talented team members, create a positive work culture that values their contributions, offers competitive compensation packages, and provides opportunities for career growth. Regularly assess the job satisfaction of your employees and address any concerns or challenges they may face.

By effectively managing your human resources, you can build a strong and dedicated team that will contribute to the success of your postcard publishing business. Remember that happy and motivated employees are more likely to produce high-quality work and contribute to the growth and profitability of your venture."


In conclusion, starting a postcard publishing business can be an exciting and profitable venture for those with a passion for creativity and a love for the written word. By following the steps outlined in this article, aspiring entrepreneurs can lay a solid foundation for their business and set themselves up for success. From conducting market research and creating unique designs, to establishing relationships with printing companies and marketing their products effectively, there are many key factors to consider when starting a postcard publishing business. However, with careful planning, dedication, and a commitment to quality, individuals can turn their passion for postcards into a thriving business that brings joy to customers around the world.

Why write a business plan?

A business plan is a critical tool for businesses and startups for a number of reasons:
  • Business Plans can help to articulate and flesh out the business’s goals and objectives. This can be beneficial not only for the business owner, but also for potential investors or partners
  • Business Plans can serve as a roadmap for the business, helping to keep it on track and on target. This is especially important for businesses that are growing and evolving, as it can be easy to get sidetracked without a clear plan in place.
  • Business plans can be a valuable tool for communicating the business’s vision to employees, customers, and other key stakeholders.
  • Business plans are one of the most affordable and straightforward ways of ensuring your business is successful.
  • Business plans allow you to understand your competition better to critically analyze your unique business proposition and differentiate yourself from the market.
  • Business Plans allow you to better understand your customer. Conducting a customer analysis is essential to create better products and services and m