2025 State of the Product Industry Report

Every founder I know has wondered:
How much are other brands making? What tech are they using? How big are their teams? Are they paying themselves yet?

And even though every business journey looks different, it's natural to want a peek behind the scenes — especially right now.

The product world is shifting fast.

Rising costs, tariffs, supply chain delays, and changing customer habits are reshaping how we create, market, and sell. We’re all adjusting, recalibrating, and figuring out what growth looks like in this new landscape.

So once again, we decided to check the pulse of the industry.

Over 400 product-based business owners answered the call, generously sharing insights for the 2025 State of the Product Industry Report.

We heard from brand new founders and seasoned six- and seven-figure businesses. They shared how much they’re earning, paying themselves, where they’re selling, how they’re building teams, and how they’re feeling about the future.

I hope you find these insights not just interesting — but empowering — as you plan your next moves.

Thank you to everyone who contributed. Your openness helps us track trends, spot opportunities, and better support this amazing industry.

Grab your favorite ☕️, find a cozy spot, and dig in. I’m so glad you’re here.

2024 State of the Product Industry Report

Everyday I hear from product-based business owners who are curious about other people’s business models, their teams, their tech-stack, how much revenue they are earning and what other product business owners pay themselves.

And although we know that every business is different, it is natural to want to see behind the curtain of other brands in your industry.

But it is more than curiosity.

We know the industry has experienced major shifts over the last several years. Everyone has been pivoting and recalibrating.

We're experiencing new normals.

You need to know what’s happening in our industry.

So, the Proof to Product team decided to take an industry-wide temperature check.

And, 925 product based businesses owners answered the call, anonymously sharing their business details with us for the 2024 State of the Product Industry Report

The 6 Steps to VA Success: Hiring and Training a Virtual Assistant for your Wholesale Business

Are you a business owner looking to hire a virtual assistant in 2021? Maybe you’ve even googled “hire a virtual assistant” only to be met with thousands of Websites that sent you into a state of analysis paralysis? Today we are breaking down the exact steps you need to take (plus what to avoid) to hire a virtual assistant and build a lasting, effective working relationship. It just might be the best business decision you ever make.

OPERATIONS & SALESMicala QuinnApril 8, 2021Comment

How to Know When You're Ready to Outsource Your Social Media

These days, social media isn’t an optional part of running a business. Like book-keeping, sales, and marketing, it’s a necessary part of building an enduring, sustainable brand. But just like other areas of entrepreneurship, you don’t have to do all of it yourself. Social media can be outsourced to free you up to focus on work that matters most to you, whether that’s driving sales or developing new products.

OPERATIONS & SALESAndréa JonesMarch 26, 2021Comment

5 Bookkeeping Mistakes That Cost Your Wholesale Business Money

Small Business Bookkeeping Has A Cost If Not Done Right. Bookkeeping is one of those necessary aspects of business. However, it can end up being one of the last things small business owners and service professionals want to deal with. It’s important to know that bookkeeping is more than just adding categories to your expenses and income. Good bookkeeping gives you data you can use to make better decisions for your business growth.

So you can imagine that if your books aren’t organized and accurate, is a stressor that can build up and over time wreak havoc on your business plans. There are many common mistakes that we see business owners make, especially physicians, attorneys, allied health providers, therapists and other service professionals.

OPERATIONS & SALESGreg HigdonJanuary 5, 2021 Comment

How the Proof to Product Mastermind Kept Me Focused, Boosted my Confidence and Increased my Revenue

My goal when joining the Proof to Product Mastermind was to build the wholesale arm of my stationery business. Two months in, the COVID-19 pandemic swept across the United States, forcing many small businesses to close their doors and the economy to take a worrisome dip. I needed to redirect my immediate focus. Had I not been a part of the Mastermind group, I know my conﬁdence and my ability to react with clarity would have suﬀered. Yet instead of ﬂoundering, I was inspired by our coach, Katie’s ideas for actionable steps, and her wise advice to do what felt right for my business, once I felt ready. Katie’s reassurance, plus the ability to speak openly with our group, helped prevent me from spiraling in a time of high stress and uncertainty. It allowed me to sit with our current circumstances and take everything in, then move forward. The biggest help for me was to embrace connection, reach out for support, and oﬀer it back in return. All while giving myself some time and grace. The Mastermind group gave me the perfect outlet to do so, and then to take the same approach within my business.

Alumni Success Stories, OPERATIONS & SALESJessica BaskinJune 22, 2020Comment

Proactive steps you can take when sales slow down

I shared this list with my mastermind group and I wanted to share it with all of you, too.

Proactive ideas you can implement to keep and/or gain new business through different sales channels.

OPERATIONS & SALESKatie HuntMarch 17, 2020Comment

CRM Tools for Creatives

Emailing prospects.

Following up with retailers after a show.

Tracking who you’ve sent catalogs and samples to in an organized fashion.

These are all good business practices that shouldn’t find you scrounging through old business cards or digging into your inbox. With the right customer relationship management tool, you can do all of these things (and so much more). And many of our favorites have added benefits too.

Here, we have a short review of some of the CRMs used by Paper Camp alumni, and resources we’ve found to really help you have positive client communications and relationships.

OPERATIONS & SALESKatie HuntJanuary 24, 2017Resource #4Comment

Deciding What to Delegate

There comes a time in most businesses when you’ll want to start hiring a team. You simply cannot do it all, and if you want your business to grow, delegating is key.

I recently did a webinar with Heather Crabtree about delegating, where I identified four steps to figuring out what you need to delegate.

OPERATIONS & SALESKatie HuntDecember 20, 2016Resource #4Comment

Focus on Top Level Shit with Jen Gotch

We asked some of our TSBC alumni who joined us at Business Camp to provide recaps and highlights from some of their favorite conference sessions. Building A Brand + Surviving Biz Growth by Jen Gotch of Ban.do was one of our keynote speeches, and we’re so thankful that Sarah Almond of Shed Letterpress is sharing all the tips, fun, and inspiration below. Read on and let us know how you’re focusing on your top-level work.

OPERATIONS & SALESSarah AlmondAugust 26, 2015Resource #4Comment

Positioning Your Business with Tara McMullin

We asked some of our Paper Camp alumni who joined us at Business Camp to provide recaps and highlights from some of their favorite conference sessions. Debbie Lee of penelope’s press jumped on board with her top takeaways from Tara Gentile’s session, Perception is Reality. We love Debbie’s recap, which dives deep into her takeaways, as well as actionable items to incorporate into your business. Thanks Debbie!

OPERATIONS & SALESDebbie LeeAugust 19, 2015Resource #4Comment