#317: Creating a Profitable Boutique in 8 Months

Hey, guys. Welcome to episode number 317 on the Boutique Chat podcast this week. If you're a brand new boutique owner, I am so excited to introduce you to my friend, Morgan Phillips. She is the founder of the Backroad Babe and she's talking about her journey from wanting to work on an influencing business to turning into a boutique and what it is really like inside your very first year as a brand new boutique owner. I love Morgan's style.

I love that she has a very.

Specific, specific niche that she's in. And she's in a style niche that is uncommon in her part of the country. So knowing what it's like to stand out, to fit in, I think you guys are going to relate to this episode. So get ready to meet my friend, Morgan Phillips, the founder of the Back Road Babe.

Let's talk about your business strategy and the juicy details of what actually works from Main street fashion to fashion on Main street and the entire ecosystem behind it. How do we scale your company and.

Do it with the balance and the.

Happiness that we all seek? Let's hear from those insiders, experts and strategists that actually make it happen. I'm your host, Ashley Alderson from the Boutique Hub and I can't wait to chat.

Hey, guys, welcome back to the podcast this week. I am so pumped. Morgan Phillips is here with me. The Back Road Babe. And if you guys are newer boutique owners or you're this is something like you're excited about building your business from the start or you're excited about maybe digitally marketing yourself for the first time using TikTok and just, can I just call it young people social media? Morgan, if that's you, you're going to have a lot to take away today. And if you are listening to the podcast, you can also catch the video of us live on YouTube as well. So, Morgan, welcome to the show today.

Thank you so much for having me. I'm so excited to be here.

I'm so excited to have you because I actually just placed an order on your website today.

I just saw it come through.

I was snooping around all the things and obviously like our styles, like very much vibe. So I'm always excited to see people in that realm have success and continue to grow. And you're a part of Bootcamp. You've been a VIP in boot camp. So I know we're on the same page with a lot of the strategy, but I'm kind of, I'm excited to like, back it up and take this all the way to the beginning. And talk about how you got to where you are right now. Because sometimes I think it's easy for people to see someone starting a boutique online and they make it look so easy, but there's a lot of steps that can get missed. And you, you're someone who's done this While working a 9 to 5 job on top of it. So we've got a lot to unpack today.

Yeah, it's definitely been a crazy ride, for sure.

Take me back to the beginning. Talk to me about how you got started with the boutique.

So I actually. So this is kind of like way flashback. When I was growing up, I grew up on a horse ranch just in central Pennsylvania, which in itself is like, not very normal. And so my dad was the quote, unquote cowboy. He very into that aesthetic, would always go to rodeo, stuff like that. My mom was not that, but I think when she met him, she kind of fell into it too. So she had a lot of like the 90s Western fashion that is like, coming back today. And we always say shoot. Like, we wish she would have kept everything because I could wear it now. But life works out in funny ways. So I grew up, was really big into sports and got completely out of, like, the western world. We had horses growing up. I was just never very interested in it. And I always wanted to be more of like the tomboy and not fashion focused and went to school and then went to college in Philly. And when I came home, something just clicked and I fell right back in love with it. I started following all the western influencers. I just completely swapped out my wardrobe, like, totally flipped 180, and I started posting about it. And I worked full time in marketing, so I really had the freedom to dress however I wanted, which was really nice. But then once I started posting about, kind of started getting people's attention. One from here. And then TikTok launched and I started posting more on there very early on. And all of a sudden it just like a couple videos I had taken just kind of blew up. And I was like, okay, weird. We're onto something maybe. And I really feel like it was God's, like, path just leading me through. But, yeah, I kind of fell on it. And then we were in Cowtown, New Jersey, at the rodeo. This was. I just shared a picture the other day. I think it was August 12th. And I was like, yeah, know what? I want to start a western fashion business. And two weeks later, August 24, I launched my western fashion business. And so quick was definitely the I don't know why I rushed it. There was no reason to rush it, but so we launched it and it just kind of blew up because I already kind of had that following in that niche and then just worked on continuing that growth throughout the business. And we're coming up on eight months, and it's been amazing.

I love that. I love the fact that we get to talk and your business is still so new, but growing like it is, because I think sometimes on the podcast, like, you hear from people who've been in this business for a long time, but starting a business today is much different than it was a couple of years ago. So I'm so excited to hear your perspective on this. When I hear you say, like, how you launched it and it went so quick, there's really, like, kind of two different camps here. There's some people that are professional procrastinators and have to have everything perfect before they launch. But you just kind of went all in because you were on social media, you already had a following, you were working on building a brand. Looking back, would you have done it the same way or would you have done it differently?

I am who I am, and I've always done things very like, I'm very bullheaded that once I. Once I get an idea, we just kind of run with it. And people definitely told me, no, it wasn't the right time. And I was in the process of buying my first house, so. Covid. Buying your first house? There was a lot of things against me, and I just felt like I had that God tug to continue with whatever plan I was on. And so I kept going, and it's been amazing. And I wouldn't change it because I think it was exactly the way that it panned out to be. And I'm just going back and retracing my steps and learning some things as I go.

Building the plane as you fly it, you can always come back to those things. Right? So you found the boutique hub somehow, like in this journey. But sometimes it's a little overwhelming to know even what do I Google or where do I find these resources of how do I do this from the start? If there's someone listening, that's in the shoes you were in eight, nine months ago. How would you share what resources that they should be looking for?

So the first thing I would say is don't be scared to Google everything and YouTube everything. I think a lot of people will look at the people that are already so far ahead in their business journey and get overwhelmed because they're like, well, okay, I want to start this, but how do I get to that? And there's a lot of steps in between. So I was really thankful to find the boutique hub very, very early. I think literally maybe like the second week I was like launched. I signed up. So in one, I would recommend signing up for the boutique hub because they literally teach you everything. But if you're like googling, just start with basics. And another thing that I learned through the boutique hub, but is to sign up for your local chamber. And a lot of them have business resources or can connect you with people that have already done what you do. So I think the best way to get started is to find a mentor. But Google and YouTube are not a bad place to start. So many people are sharing their stories now already.

Yeah, that's really good advice and I love the chamber advice. I think sometimes people are like, oh, it's another expense. But again, everything on our books is either an expense or an investment. And it's really what you put into it. And some of your guys communities have wonderful chambers. And I don't know that many people know this. Actually, Morgan, about my background, when I ran an economic development corporation that was our chamber as well. And so I ran the SBDC center that was in that. So like all the financial projections and the things you can get through those resources, that was really my bag. Yeah. So I know that so many people have access to that and that's really understated how powerful that can be in your local community or a score. I don't know if you guys have a SCORE program.

Yes, that's a free resource through our chamber. And so that's one of the things, like I was like, oh my gosh, that's amazing. And definitely took advantage of it just because I mean, honestly, like, you can never stop learning whether it's boutique focused or just business focus. Like, there's so much I had to learn even about business in general. I went to school for business, but I don't think that helped me at all because who's actually paying attention in class and that you're going to apply it as a CEO, but yeah, so it's been a lot of retracing my memory from school.

Yeah, there is something about what you learn in school and then there's trial by fire that happens when you own a small business and your name is on the checks. Are there things that you feel like once you got into this that no one, like no one talks about or that you just can't Google and find this out. There's kind of some industry like idiosyncrasies or just things that it's tribal knowledge that you have to figure out as you go. What do you think those might be?

Yeah. So I would say one of the biggest things that I've learned in this process is you don't have to do everything yourself. It's okay to outsource. And so the very first thing I ever did before I even made any money was spend the money to hire an accountant. And thank goodness I did, because if we were. If it was me managing money, that would be. We would have been bankrupt already. But so, like, that's something I've learned. And there's been a lot of different things that I've outsourced. I'm still doing a ton by myself. But just don't be afraid to outsource. Like, you are benefiting, benefiting yourself and giving yourself more time to accomplish more if you outsource. So that's been a big blessing in my life. And then, yeah, just the other thing is, like, don't be scared to try something new or different or stand out a little bit. Not this. It isn't normal for my area to dress like this, to wear Navajo pearls. Like, no one does that. And it makes a statement. But it's also like, if that's true to yourself, people notice that. And one of the biggest things that's helped me is the personal connection and people truly feeling like they know me from my TikTok videos, being weird in them, going on my Instagram stories, like, just be yourself. No one, no one really, like, cares, but they want to see the real you.

I love that. That's good advice. Well, and let's dissect both of those for a second. You're only going to be as small as you are now, right? So having an accountant, having an attorney buying different variations of your domain name, trademarking, like, all of that stuff that again, you look at, like, oh, I only have limited funds. I don't know if I can afford that. It's. When you get down the road later on, it's. I cannot not afford to do that. Like, it's so important to get those foundational pieces together. So I love that you highlighted that.

The trademarking is really good point. So my mom was actually the one. And I know you guys say it in the hub all the time, but I was just like, you know, I don't need to do that. Like, no one's going to steal my stuff. And my mom Was like, no, you're. I think you're going to. You're kind of on some onto something. You kind of want to do that. So I did that about two months into my business, so we're still waiting on that to come back. But you just protect yourself, too. That's the other thing. There's going to be people that try to rip off what you're doing if you do get a little bit of success, but just protect yourself.

Yeah. And that it really ties into what you're saying in number two is you've got to protect yourself up front. Because as much as you think, like, that won't happen to me, happens to everyone. The second you are onto something, someone will find a way to try to knock it off and copy you. But going back to what you said about being yourself, I don't know that everyone on this podcast understands Western fashion like you and I do, but you being in. You said Pennsylvania, right?

Yeah.

Yeah. And I live in Wisconsin now. I grew up in North Dakota, so Western fashion was like, everyone did that, you know, but here people think, my husband used to ride Buck and Bronco and it's just very foreign to them. So I love the fact that, you know, the way you dress and the brand that you're building. At the end of the day, all it comes down to is confidence. You having confidence in yourself is teaching everyone who's following you to have confidence in themselves too. And that's such a beautiful thing that you're able to give to other people. Do you see it that same way?

Yeah. So it's actually funny. So I realized this really early on. Everyone started commenting like maybe a month in and they're like, you are just like radiating confidence right now. Which is funny because that wasn't me before. Like, I. I mean, I was always like, I never really struggled so much with it, but I was never like, I'm so confident that I can do this. It's just I found what I was confident in and the passion that I had drove me harder than that self doubt did. So it's just finding your passion, I think, is the biggest thing.

How did you just say that? That's so good. The passion that you had drove you more than the self doubt did.

Yes.

Slap that on a quote card and share it. Oh, my gosh, that's so true.

I love that. And I mean, it really is true because you don't even. I just, I don't think it's like second nature to me now to just want to dress like this. And be who I am. That's not. I don't look at myself in the mirror and question, should I wear that? Like, I'm just like, you know what? I like it.

I'm gonna do it so good. And people don't buy. They are buying the things you're selling. They're buying the way that you make them feel. They're buying the emotion that you create in them.

Yeah, I feel like you did a.

Great job with that.

I can kind of piggyback off of that to say, like, how that's true. So pretty early on I got an opportunity to open like a vendor spot and it's kind of like a boutique mall sort of thing. And I like jumped at the idea because I thought it would be so cool. But it's like a place where you set up your clothes and stuff like that, but you're not there physically. It's not a physical store. Like you're just setting up your clothes. They check out at a counter or whatever. And it did. Okay, but. But I got so many messages and they're like, well, where are you? We want to see you. And I'm like, well, I'm not there. I'm sorry. But it like made me realize that I'm the face of the brand and it's not just about the clothing. Like, they're really buying into me. And it's the same thing. Like when I post a picture in the clothing, they buy my outfits rather than when I post a model wearing clothing.

Yeah, I like that. How did you translate that?

Really?

Because you do great on Instagram and TikTok. Tell me about your strategy there to really translate that to your customers.

So I've learned a lot about analytics from the boutique hub because I probably would have never looked at them before, which is funny because I work in marketing and hopefully my boss is like, like, you better look at the analytics. But I've learned so much just about what they're engaging with, what's getting impressions, and it is something that is a full time job in itself because of the algorithms and everything changing. And you just can't be scared to test new things. Like sometimes I posted a. It was like a cookie in the shape of a Texas, like Texas with a funny quote on it. And that's done the best out of everything and went the most viral. And I was like, I think it was on Valentine's Day actually. And that went the most viral of anything. But it still got traction and brought people to me. So it's not always about selling I actually don't use my TikTok and Instagram to sell per se. I'm more like styled shoots or funny things or just connecting things, but not so much like, here's a big sale, go buy our stuff. It's always customer focused.

I would say, hey guys, you've heard.

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Yeah, I love that strategy and I know I probably speak this so much. Everyone's like, Ashley, you told me this already, but Gary, Vee, jab, jab, jab, right hook. I mean it's that whole idea that no one wants to be sold to. They want to feel like they're in this really natural conversation with you and they're inspired by you. How do you plan that content? How do you decide, like, what am I going to post?

Yeah, so one of the very first things we did with the retail boot camp was the customer survey. And that helped me so much really narrow down who my audience is. And I actually like a lot of the. I had a lot of people take that survey and so I went to some of their profiles and like looked at the content that they were posting and also looked at the content that they were liking if they were like on private, and kind of wrote down a list of things that they were engaging with or like common trends or themes or whatever. Um, and I started making like, I have like categories of things I make content about. So my outfits are some of it, but then also like some of my TikToks are just funny about like being into cowboys or like something like that, because that's My age range is really like 16 to. It goes up to like 30ish, but it's pretty like college age focused. Um, and every college girl is looking for a boyfriend. Like, that's just how it works out. And specifically, my girls are looking for cowboys, so it just kind of. They resonate with that stuff. So it's about drawing them in on one TikTok, and then like you said, just the jab, jab, punch. Like draw them in, draw them in and then sell them.

Yeah, that's so good. I want to go back to. You said you had categories of things you post, and I know there's a number of marketing experts that have different names for this. Let's call it the Fab Five. Right. Is that kind of how you look at it? Like, when you chunked up your customers, you were like, okay, I can talk about fashion, I can talk about cowboys, I can talk about marketing. Or like, what are your categories and how did you go about that process?

Yeah, so I talk about fashion. I talk about like finding a boyfriend or like cowboys, that sort of thing. Also talk about just like tips for starting a business because there's been so many people that look to me for kind of like information on that. I also. Sometimes I just post about my dog too, which kind of works because I posted a picture of her in pit vipers the other day, which pit vipers are a huge western thing. And she had a turquoise necklace on and pit was viper. So everyone loved that. So it's just like finding things that they resonate with. So I would say mainly four, it's mainly my dog. And then the other three. Sometimes I post about. I've also had, like a weight loss journey, and so I post about that a lot too. And like the whole confidence thing. So it's kind of the mixture of all those five things. So I feel like they really get to know. I feel like that's the first five aspects of me too. So they really get to know me through that.

I love that. Do you sit down like every Monday and plan that out or. I want to also, like, wrap in the fact that you also have a 9 to 5 job while building this business. And so it takes a lot of planning. I'm curious, like, how do you map it all out so that you can get it all done and stay consistent?

Yeah, so I do have the planner and I start on Sunday nights. I basically, like, write down all of my nine to five meetings. Everything. Like, I really need to get done for that first. And then I kind of Fit in the business, in the little spots where there's gaps. And then for my content, I should probably get better about planning it, but I usually do my hair and makeup like one to two times a week if that. And all of my content happens when I do that. So that's more of like a. It happens when it happens. But I do bulk create all my content and take all my pictures. I do have photo shoots on the weekends, so that's kind of separate. But for TikTok and Instagram pictures, that's all created in like an hour.

That's awesome. How many TikToks can you create when you like, bulk create content like that?

I normally do like four to five. I try to. I have like, in my TikTok drafts, I probably have 300, like, drafts. So it's easy to. There's a lot of those, like transition videos. And so it's easy to create the, like, first part of them when you don't have any makeup on. So I do a bunch of those and then whenever I do my makeup and hair, I kind of finish them. So I usually get. I post about one time per day. I would say.

Okay, how do you on TikTok? I know TikTok is like, everyone has a love hate relationship with it. Right. It's a lot of fun to scroll, but it doesn't always equate in sales. And I know you look at it like you're getting people into your funnel. Tell me more about like your overall strategy of reaching people and then just getting them into your funnel and selling them later.

So I've done, I've taken, I feel like a different approach than most people. I pull people in through. So it's a video that I post and I say, like, if you want to be part of my VIP group, basically just message me. And I give them 20% off to shop. They get added into my Facebook group where I do most of my marketing and messaging in there. So I actually rarely ever, like, I don't email at all. I don't. I just don't have time at the moment. So that's like one part that I'm missing out on. I need to. Yeah, I need to pick that up. It's funny because I do email marketing for my nine to five. That's my job. But so I don't do that. But all of my communication happens in through my app and then through the Facebook group.

Okay, so is your Facebook group like your number one sales channel?

Would you say so? Yeah, probably. Because I. So like, they're also like, my voice is basically. So they really do act as, like, brand ambassadors for me and get my message out. And anytime I have a sale or anything, it's like, all over Instagram without me even posting a thing. So it's been really nice that I can kind of. Kind of utilize them for marketing for me.

How do you do that? Tell me more. That sounds really interesting.

I. I feel like our Facebook group is just a safe space. People post in their outfit idea. Like, there. There's literally no direction in it. We post anything and everything, and it's literally just their safe space where they can post. So we have 1600 members in it. There's posts, 10, 15 posts a day. But I feel like the engagement has never gone down because it's gotten swamped. It just keeps getting better and more people keep getting added to it. So they've just really bought into everything that I do and say, and they really trust me, which, like, I'm so thankful for. And I've really created, like, so many relationships throughout it. People come, I invite them to do photo shoots with me. I've met so many. Actually, like, none of my friends now are really friends from before. They're all friends from this business. So it's been amazing. Like, just the personal growth and friendship growth that I've gained through this business. It's so much more than just clothing. It's truly, like, friendships.

Oh, my gosh. I just want to bottle up everything you're saying and, like, share it with people. Because to put a bow on it, what you're building is a community, and that's how businesses grow. I mean, it's no different than the boutique hub we built a community. People don't buy. Again, I said this already, but people don't buy the things you're selling. They buy the emotion. They buy the reason you're selling it. That's such a cool thing that you've accomplished in such a short period of time.

Yeah, it's so amazing. I mean, you can literally, if you're having a bad day, you can just put a post in there. And these girls, like, I screenshotted, like, a video the one time some girl just posted a really heartfelt, like, meaningful message that she was just kind of down in the dumps. There was hundreds of comments just, like, lifting up her spirits. I mean, so sweet. I just, like, I don't know. This is exactly what I envisioned for my future life, and I didn't know how to get there. And it's just all falling into place. So it's been amazing.

I have goosebumps, goosebumps hearing that. Because that's what it's all about at the end of the day, you know, is those messages and to see your spirit alive through other people, I think is a real gift.

Yeah, exactly.

That's.

I think that's what's most important is that I feel like I'm giving something to someone else. And they message me all the time. I think the number one compliment I get is that they feel confident in the clothes. So I think that's kind of what my business is built around, is feeling confident in the clothes that aren't normal in your area. Now that I'm like talking it out, I'm like, that makes sense. But that's really the number one compliment I get back from people is I made them feel confident no matter what size they are, whatever their style is. Because I think there is a lot of different styles being worn in my clothing. Like there's some like rocker chicks, there's some preppy girls, there's some Western, like rodeo girls, there's some just everyday leggings and sweatshirt girls. But it's been amazing to see.

I love that come from the Midwest. I mean, preach. I had a friend one time, she came back from college and I was already back working in economic development. And she had these like red leather pants and her employer was like, you can't wear the red leather pants. Like, this is North Dakota. And it was so disheartening that she felt like she had to change her entire wardrobe just to move home for a career after college. And I love that that barrier is being broken now and I love that that's your motto. I think that's so powerful in everything that you just said. I'm just again, going back to the brand new boutique owner who's listening to our conversation today. Is there anything you feel like you want to share with that brand new boutique owner that you've learned through your journey and you just want to say, hey girl, like, go home and do this.

Yeah. So I guess I kind of have two things. So one, accept all the free help that you're given. So I'm very thankful to have parents that have helped me. And you're going to get overwhelmed, like it's going to happen, but just keep pushing through it all. You're hitting a growth point when you feel overwhelmed. So if you just keep pushing, you're going to get to that next level. Um, and then the other part of it that has been so important to Me is going back to that, like, community aspect. Don't give up. Like, the messaging. I spent hours on hours messaging people back, and that's definitely something I could give up. But I feel like early on in my business now I'm looking at kind of outsourcing that. But early on, I think that was the most important, important thing that I could have done is just spend those late nights up talking to people, connecting, telling them how clothes fit me. Like, just being there and being an ear for them. That was what took it to the next level. And then once you have those group of loyal supporters, then you can start to outsource that sort of stuff, because, I mean, you'll still get to talk to them, but it's just in different ways, like, whether it's through Facebook lives or something like that.

I love that 100 true Fran, France, 100 true fans versus a thousand followers any day of the week are more profitable.

Yeah, and that's so true because. So I was lucky enough to have an Instagram that grew really quickly. We grew to 25,000 followers in the eight months that we've been around. So mean. I was lucky in that sense, but I don't think that number changed my business at all. And the Instagram followers, although it looks nice and it's kind of that plaque to hang on the wall, it's not my business. And I can't rely on 25,000 people to buy on my clothes every week that I drop. But I can rely on those 1600 in my Facebook group, which has been way more important and supportive of my business.

Man, preach. The vanity numbers don't matter. That's so good. So good. Well, Morgan, let's do a quick, fun lightning round. Sound good?

Sounds good.

Okay. Favorite book?

Oh, I have so many. How to win friends and influence people.

Oh, such a classic. Such a classic. Favorite podcast?

Gucci Cub.

Favorite place to go. Get inspired.

Oh, I'm gonna go the mountains with a lake.

Oh, I like that. If you could only buy it for one vendor the rest of your boutique life, who would it be?

Lucky and blessed.

One piece of advice you wish you would have heard and taken hold of sooner.

I want. I get so much good advice. I feel like daily. My boss is amazing at giving me advice. Honestly, I think my favorite piece of advice is the grass is greener on the other side. It's not always better. Sometimes. Just stay in your lane and stay true to who you are and what you're doing. And it might not be where you want to be now. And Then. But you're God has plans to get you where you you're supposed to be.

I like that. I like that.

That was really long winded, but I got you.

I'll pick up what you were laying down. Favorite social media platform to enjoy.

TikTok.

TikTok. And best business advice you put into play in the last two months.

Outsourced.

Outsource. I love that. I love that. Well, Morgan, my last question on the podcast always comes back to a lot of what we talked about, and that is that we're not here to sell widgets and things to people that they don't need or already have, but it's a much bigger purpose than that. So I would love to know, like, as you picture this business that is a brand new little bud that's growing. You've got a world of potential ahead of you. And let's just say you're sitting on the front porch with your grandkids someday and you're talking about this cool thing that you built and this opportunity that you had in the age of technology. As you look back, what's the thing that you want them to remember most about you and the life you lived and the business that you created?

Yeah, I just hope that people feel, I want to say, valued and appreciated that they're a customer of mine. I don't want anyone to feel like they're just a number of my books. I want them to feel like they are the person I became a friend with today.

Oh, wonderful. That's so good. So good. I think we're all on the same page with you right there.

Yeah.

Well, Morgan, thanks so much for taking the time to be on the podcast today. I feel like this flew by. And thank you for being a part of the boutique hub and finding us early on and being in retail boutique camp. And, you know, I feel like when you look at this business, it's like a gym membership. You know, when you invest in something, it only works if you do. And it's really clear that you're an action taker and you're building this plane as you're flying it and you're taking risks and it's working out for you. So I'm so proud to get to watch your journey and just to get to share it with everyone today.

Yeah. Thank you so much for having me and thank you for creating the because I would literally be lost without you guys. You are so welcome.

Hey, guys, thank you so much for listening to this episode. We hope that you loved it. Don't forget to hit. Subscribe and leave a rating and review down below for a chance to be one of our featured listeners each and every week. For more information on our spirit of community over competition and how to access complete show notes and bonus downloads from our guests, head on over to theboutiquehub.com and join the community. We'll see you next week.