Running a small business is a delicate juggling act. You have to manage inventory and orders, maintain customer relationships, manage community initiatives, and a whole lot more. Monica from SnaptureThis is all too familiar with these challenges, and in episode 8 of Secret Life of Inventory, she shares her story and what she’s learned over her decade-long entrepreneurial journey.
This article is only a quick recap of key insights from our podcast featuring Monica. For the full story, including detailed discussions on inventory management challenges, supplier relationships, and entrepreneurial strategies, be sure to watch the entire episode below.
The evolution of a small business
Monica’s story begins in 2014 with a simple idea: create beautiful paper goods and gifts from her 580-square-foot Toronto apartment. But what started as a “fun little side hobby” on Etsy evolved into a multi-location retail operation that included a downtown Toronto storefront, a second pop-up location at Stackt Market, and wholesale distribution through FAIRE (Note: since filming this episode, SnaptureThis has moved its entire operation to an online-only model).
How did she do it? Well, Monica decided to stray from the traditional business playbook and create something far more resilient and valuable: an authentic brand built around an engaged community.
The power of local business collaboration
The turning point for SnaptureThis came in 2021 when Monica had a light-bulb moment during the pandemic. She reached out to local cafes with a simple proposition: “Let’s create something beautiful together that supports local businesses.” This led to her wildly popular coffee print series, featuring hand-illustrated designs of Toronto’s beloved coffee shops.
“I reached out to 12 cafes. I’m gonna see if they’ll say yes. If they say yes, let’s do this,” Monica explains. That first print “crushed” and became the foundation of her community-driven business approach.
The success wasn’t just about the product itself. These prints are great, don’t get me wrong, but the real benefits came from the relationships. Monica works exclusively with local illustrators, print shops, and suppliers and has built genuine friendships with cafe owners across the city. These aren’t transactional partnerships; they’re authentic connections that benefit everyone.
The challenges of multi-channel inventory management
Of course, success brings its own challenges. At one point, Monica was managing inventory across multiple channels: Etsy, FAIRE, Shopify, two physical locations, and even Instagram DMs. Managing inventory across multiple locations has become one of her biggest operational challenges.
“If a customer comes into the store and buys something off the shelf, and that is also available online for purchase. Now, what do I do? I just sold a crewneck twice,” Monica explains. It’s a common problem for growing businesses, but one that proper inventory management systems can solve.
Creating memorable community events
Monica’s community-building efforts extend beyond business partnerships. Her “Cafe Monica” initiative transformed her apartment into a pop-up coffee shop for a day, bringing together 50 people from Toronto’s coffee and business community. Everything was donated, from coffee beans to cups, demonstrating the power of the relationships she’s building.
These events aren’t just marketing stunts; they’re genuine community gatherings that strengthen the bonds between local businesses and create lasting memories for everyone involved.
The personal brand advantage
Unlike many business owners who try to separate themselves from their brand, Monica has embraced being the face of SnaptureThis. She shares her entire story, including her personal journey, breakups, financial struggles, and business challenges. This transparency has created a loyal following of customers who feel personally connected to her story.
“I am my brand, for sure,” Monica states. “I meet customers for coffee all the time, and I meet friends on Instagram and business owners, and I love it.”
Lessons for small business success
Monica’s journey offers valuable insights for any entrepreneur:
- Start with authentic relationships.
- Embrace your local community.
- Be persistent but respectful.
- Don’t be afraid to be the face of your brand.
- Roll with the punches.
The future of community-driven business
As Monica continues to juggle her growing business with new challenges (including returning to a 9-to-5 job), her community remains her strongest asset. Her dream of opening a cafe-shop hybrid in Toronto isn’t just about expanding her business; it’s about creating a physical space where her community can gather and thrive together.Want to hear more about Monica’s entrepreneurial journey and community-building strategies? Watch the full episode of Secret Life of Inventory to discover her insights on managing multiple revenue streams, building lasting business relationships, and turning challenges into opportunities for growth.
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