The Handcrafted Podcast: The Business of making things

Paul Mencel

The Handcrafted Podcast: The Business of Making Things" is where craftsmanship meets business strategy. Hosted by Paul, founder of Philadelphia Table Co. and The Handcrafted Network, this podcast dives into the mindset, pricing, marketing, and systems that help makers turn their craft into a thriving business. Whether you're a woodworker, artisan, or creative entrepreneur, you’ll learn the strategies to build a profitable, sustainable business—because great craftsmanship deserves great business strategy.

  1. 6D AGO

    Four Costly Mistakes That Hold Maker Businesses Back

    We Want You In the Community!  Summary: As February kicks off, Paul reflects on balancing life as a new dad and a business owner before diving into four of the most common (and costly) mistakes he sees maker business owners make—including mistakes he’s made himself. This episode is a practical, honest look at why so many talented makers struggle to grow sustainably, even when their craftsmanship is top-tier. From trying to serve everyone, to focusing only on the product, to refusing help and struggling to trust others, Paul breaks down how these patterns limit growth—and what to do instead. The episode is a reminder that building the business is just as much a craft as building the work itself. Key Takeaways: Not everyone is your client: Early on, you may need to say yes more often—but long-term growth requires narrowing your focus and choosing the right clients.Making the thing isn’t enough: Obsessing over the craft while ignoring sales, marketing, and profitability leads to feast-or-famine cycles.Stop trying to do it alone: Real growth starts when you ask for help, find mentors, and learn from people ahead of you.Trust is a growth skill: Micromanagement and lack of trust stall businesses—delegation, systems, and learning from mistakes unlock scale.If you’re feeling stuck, overwhelmed, or stretched too thin, this episode offers a clear reset—and a reminder that you don’t have to figure it all out on your own. Join the Network

    17 min

  2. JAN 26

    Office Hours: Income Goals, Timelines, Hiring, and Pricing for Makers

    Become a member!  Summary: In this Office Hours episode, Paul answers a wide range of listener questions pulled directly from the Handcrafted Network community. The conversation centers on realistic income expectations, especially the path to paying yourself $150K as a maker, and how different business models—custom furniture versus cabinetry or millwork—affect cash flow, scalability, and long-term value. Paul also digs into the realities of running a custom shop: setting delivery expectations without locking yourself into impossible timelines, navigating hiring and workers’ comp, and fixing one of the most common pain points for small shops—pricing. Throughout the episode, he emphasizes long-term thinking, efficiency over speed, and building systems that support both profitability and peace of mind. Key takeaways & highlights: $150K income is realistic—but the path matters. Cabinetry and millwork often reach cash-flow goals faster than custom furniture, while furniture brands can build more long-term enterprise value.Think long-term vs. short-term cash. Service-based shops can generate income quickly; brand-driven businesses take longer but may be more valuable over time.Avoid hard completion dates. Paul explains why he gives broad delivery windows (e.g., 3–4 months) and how under-promising builds trust in custom work.Track dollars out, not just timelines. Focusing on monthly revenue shipped per employee can simplify scheduling and operations.Hiring doesn’t have to be all-or-nothing. Early use of 1099 contractors and networking for the right insurance agent can lower barriers to growth.Pricing starts with tracking. Recording hours, materials, and true costs is the foundation of profitable pricing.A simple pricing framework. Calculate true cost of goods sold and multiply by a margin factor (e.g., 1.66) to protect profit and sustainability.Separate pay and profit early. Paying yourself and keeping profit in the business prevents cash crunches and bad habits later.If you have a question you’d like answered in a future Office Hours episode, email paul@thehandcraftednetwork.com . If you’re looking for community, resources, and real-world support from other professional makers, learn more at handcraftednetwork.com. Join the Network

    25 min

  3. JAN 19

    Why Your Sales Process Isn’t Working (And How to Fix It)

    Join the Community Summary: In this episode, Paul breaks down why so many makers struggle to close deals—not because of their craftsmanship, but because of a weak or nonexistent sales process. Drawing directly from how he runs sales at Philadelphia Table Company, Paul walks through what actually works when it comes to qualifying leads, building trust, and closing high-ticket custom projects. Rather than treating sales as something “slimy” or transactional, Paul reframes it as a human, relationship-driven process. He explains why the founder must own sales early on, how responsiveness and communication directly impact close rates, and why selling an experience—not just a product—is the key to long-term success. Key takeaways: If you don’t have a sales process, you’re leaving money on the table. Most missed deals come from poor follow-up, unclear qualification, or slow responses.Ask for a budget early. Getting alignment upfront saves time and filters out bad-fit leads before energy is wasted.Speed matters. The faster you respond and quote, the higher your chances of closing—especially in competitive markets.Use Loom and real conversations to close. Video and phone calls build trust, allow real-time feedback, and prevent deals from going dark.Sell the experience, not just the furniture. Clients are buying trust, communication, and a process—not just a finished piece.Stay in the communication lane they chose. Close deals via the same channel they reached out on (text, email, Instagram, etc.).Founders must learn sales before hiring it out. You can’t outsource sales effectively until you can do it yourself.Connection builds trust. Relating to clients on a human level—listening more than talking—is often what seals the deal.B2B and B2C sales behave differently. Knowing when and how your ideal clients reach out helps you respond at the right times.Great communication beats great pricing. Clients choose the best experience, not just the lowest number.If you have questions for a future Office Hours episode, or want deeper feedback on your own sales process, email Paul at paul@thehandcraftednetwork.com or join the Handcrafted Network community. Join the Network

    17 min

  4. JAN 12

    The 8 Website Essentials Every Maker Needs to Generate Better Leads

    Join the Community  Summary: In this episode, Paul breaks down the most common mistakes he sees makers make with their websites—and shares eight practical elements every effective site must include. Drawing from his experience building Philadelphia Table Company and reviewing countless member sites inside the Handcrafted Network, Paul explains how a website should do more than “look good”—it should actively qualify leads, tell your story, and drive real inquiries. This is a tactical, no-fluff episode for makers who want their website to work harder for their business. From hero images and contact forms to storytelling, reviews, and blogs built for AI search, Paul walks through how to structure a homepage that builds trust, filters out bad leads, and attracts the right clients. Key takeaways & highlights: Hero image + clear CTA: Your homepage must immediately tell visitors what you do and give them one obvious action to take (work with us, get a quote, view the gallery).A clean contact page with budget ranges: Asking for budget upfront saves time, pre-qualifies leads, and improves close rates.Text/chat option matters: A simple text or chat widget lowers friction and captures casual but potentially valuable inquiries.Strong photo gallery: High-quality, consistent images build credibility and help clients visualize what’s possible.Tell a real story: Clients buy into why you do what you do—not just what you make. Story drives brand and pricing power.Reviews build trust: Google reviews in particular act as social proof and help with AI-driven discovery.Link your socials: Social media extends your story and helps clients connect emotionally with your brand.Blogs still matter (especially for AI): Question-based blog posts help your site get found when people search things like “How much does a custom table cost?”If you have questions, want your site reviewed, or want to submit a topic for a future Office Hours episode, email paul@thehandcraftednetwork.com . Join the Network

    19 min

  5. JAN 5

    Goals, Not Resolutions: How to Reverse-Engineer Your Revenue in 2026

    Join the Network!  Summary: In this New Year episode, Paul kicks off 2026 by challenging the “new year, new me” mindset and reframing how makers should think about growth. Instead of vague resolutions, he makes the case for practical, achievable goal-setting—especially when it comes to revenue. Drawing from how he plans each year inside his own business, Paul walks listeners through a simple, repeatable framework for turning big annual goals into clear weekly targets. The episode centers on reverse-engineering revenue: breaking a yearly number into monthly and weekly goals, then translating those numbers into actual pieces sold. Paul also explains why revenue alone isn’t always the best motivator—particularly for teams—and shares examples of team-wide goals that everyone can rally behind. The takeaway is clear: progress comes from clarity, consistency, and focusing on what you can execute this week, not from beating yourself up over missed targets. Key takeaways: Resolutions vs. goals: Resolutions are often abstract and unrealistic; goals should be specific, measurable, and achievable.Reverse-engineer your revenue: Start with a yearly goal, then break it into monthly and weekly targets you can actually act on.Think in pieces, not dollars: Define how many tables, chairs, boards, or products you need to sell to hit each weekly goal.Use team goals when possible: Efficiency, output, and shared metrics give teams something concrete to rally behind beyond revenue alone.Adjust without guilt: Missing a goal isn’t failure—it’s feedback. Recalibrate, add revenue streams, or shift expectations as the year unfolds.Focus on one week at a time: Hitting small, consistent weekly goals is how long-term growth actually happens.If you have questions or want access to Paul’s worksheets and planning framework, reach out at paul@thehandcraftednetwork.com . Join the Network

    18 min

  6. 12/29/2025

    Consistency, Commitment, and Showing Up (Even When It’s Hard)

    Make 2026 your year!!! :  Join the Community  Summary: In this short, personal holiday episode, Paul checks in with listeners to talk about the importance of consistency—showing up even when life is full, tiring, or uncertain. Recorded just days after the birth of his first son, the episode reflects on commitment, accountability, and why doing the hard things is often what leads to the most meaningful outcomes. Paul also looks ahead to the new year, encouraging listeners who want real growth in 2026 to do something different: plan intentionally, surround themselves with the right people, and hold themselves accountable. He shares how building systems, hiring a team, and scaling his business have created the freedom and peace of mind that allow him to be fully present with his family during this season. Key takeaways: Consistency beats motivation: Progress comes from showing up regularly, even when it’s inconvenient or uncomfortable.Hard things are often worth it: Whether in business or life, the most meaningful results usually come after long, challenging stretches.Accountability drives growth: Goals are more likely to happen when you put them in writing and share them with others.Planning creates clarity: Quarterly and yearly planning help turn intention into action instead of repeating the same year over and over.Scaling isn’t just about money: Building systems and a team creates freedom, stability, and peace of mind—not just growth.Community matters: Being around other makers and business owners provides support, perspective, and momentum when things feel heavy.Paul closes by thanking listeners for their support, encouraging them to reflect on the year ahead, and inviting those ready to take 2026 seriously to join the Handcrafted Network for structured planning and accountability. Join the Network

    8 min

  7. 12/22/2025

    Reflect Before You Reset: A Better Way to Think About Goals

    Summary: In this end-of-year episode, Paul reflects on the past year—both personally and professionally—as he heads into the holidays and a new chapter of life. Rather than pushing traditional New Year’s goal-setting, he shares a more grounded, sustainable approach built on reflection, honesty, and problem-solving. Drawing from real examples inside Philadelphia Table Company, Paul explains how looking back at what worked, what didn’t, and where friction still exists creates clearer momentum than chasing arbitrary targets. The episode is a reminder that growth doesn’t come from pressure or “shoulds,” but from understanding your current chapter and solving the right problems next. Key Takeaways: Start by looking backward. Write down what truly worked this year before deciding what to change.Double down on wins. Operational efficiency, hiring great people, raising prices, and refining brand focus created leverage.Identify friction honestly. Delivery logistics, product mix, and bottlenecks (like sales capacity) reveal where growth is blocked.Think in problems, not goals. Revenue targets matter, but solving constraints is what actually unlocks them.Break big numbers into real actions. Weekly sales targets and product mix clarity make growth achievable.Give yourself grace seasonally. Winter isn’t always about pushing harder—it’s often about reflection and alignment.Makers solve problems by nature. Apply the same mindset you use in the shop to your business and life.If you have questions or want a future topic covered, reach out at paul@handcraftednetwork.com  and stay connected inside the community. Join the Network

    15 min

  8. 12/15/2025

    Office Hours: Pricing Confidence, Systems That Save You, Lead Generation, and Hiring Your First Employee

    Join the Community  Summary: In this Office Hours episode, Paul answers real questions from listeners inside the Handcrafted Network community. He covers four of the most common challenges makers face: when to raise your prices, how to build your first real system, what to do when leads slow down, and how to confidently hire your first employee. Paul breaks each question down with practical, real-world advice drawn from growing Philadelphia Table Company from a one-person shop to a 7-figure manufacturing company. The episode also features a fun moment where Paul shares the story behind his podcast intro song—Lemon Pie by his former band, Bel Heir. He closes by inviting makers into the Handcrafted Network as the community prepares for the new year with programs, calls, and resources designed to create clarity, momentum, and real business growth. Episode Highlights: When to Raise Prices: If you're booked two months out or getting “yes” too easily, it’s time to increase your prices. Paul explains how to raise them incrementally, how to hit a healthy 30–40% close rate, and why margins matter more as you grow.The First System Every Maker Should Build: Before overhauling your business, start with a simple project management system—Trello, Monday, Microsoft To Do, or even organized clipboards. Paul explains how mapping the customer journey and blocking time will create immediate breathing room.How to Stay Visible and Get More Leads: Posting “when you remember” isn’t a strategy. Paul shares simple actions you can take this week—consistent social posting, cold outreach, personal network engagement, and staying patient as the momentum builds.Hiring Your First Employee (Without Stress): Stop trying to hire a clone of yourself. Look for someone handy, reliable, and willing to learn. Start with part-time or 1099 help, allow them to make mistakes, and avoid micromanaging so they can grow into the role.The Story Behind the Theme Song: The intro music comes from Lemon Pie by Paul’s former band Bel Heir, a nod to his past life touring and recording with RCA Records.If you’d like your question featured on a future Office Hours episode, email paul@thehandcraftednetwork.com . Join the Network

    15 min
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Ratings & Reviews

4.6
out of 5
9 Ratings

About

The Handcrafted Podcast: The Business of Making Things" is where craftsmanship meets business strategy. Hosted by Paul, founder of Philadelphia Table Co. and The Handcrafted Network, this podcast dives into the mindset, pricing, marketing, and systems that help makers turn their craft into a thriving business. Whether you're a woodworker, artisan, or creative entrepreneur, you’ll learn the strategies to build a profitable, sustainable business—because great craftsmanship deserves great business strategy.

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