10 Questions with Lisa Flanagan, Creator of MyBook Planners

Lisa Flanagan is the creator of the new MyBook Planners.  I met her during CHA Chicago and asked her if she would answer ten questions for Scrapjazz, and she agreed.  She is a great example of someone who saw a need in the industry and filled it.  I really enjoyed finding out more about her and about the company she works for.

1. How did you come up with the idea for the MyBook products?
   
   The MyBook concept was actually a combination of what I do for a living with what I do for fun. I have been working as the Production Coordinator for a small custom diary publisher in Manhattan for almost 10 years. Each year we evaluate our product line and brainstorm ideas for new and unique products and planners.
   
   Thinking about who still appreciates paper products (and who hasn't switched completely to electronic organizers), my mind drifted to the scrapbooking community. Who loves paper more than paper crafters?!
   
   I've been a scrapbooker since the days of rubber cement and post-bound albums with grey pages. And I have always enjoyed customizing things for myself or as gifts. Knowing that many other crafters like to add their own touch to products, too, I began formulating the idea of a "slip-in your own art/photo" diary. The rest of the details just started falling into place.
   
   
2. What challenges did you face in getting the products from the idea stage to the point where you can sell them?
   
   I think our major challenge was designing packaging that would speak to a variety of consumers quickly. MyBook was designed for everyone (young, old, crafty, not-so-crafty). The common thread in this wide demographic was an interest in carrying personal photos or artwork alongside their daily schedule. We also needed the packaging to jump off of the shelf and separate itself from other books and calendars.
   
   After much market research/focus groups etc., we chose a unique name, designed an "eye" catching logo, opted for bold non-primary colors and utilized simple before and after images.
   
   
3. You have taught a class at Big Picture Scrapbooking. How did you get asked to do that?
   
   I met Stacy Julian at Memory Trends in Las Vegas. This was our first scrapbooking trade show, so we were exhibiting in the New Products Section. As a scrapbooker in NYC, I had never attended any big scrapbook events, not even a small crop. I mostly scrapbook alone. The whole experience was really surreal - here I was, surrounded by thousands of scrapbookers, manufacturers and "celebrities" AND I was selling a book that I created.
   
   I had been a subscriber of Simple Scrapbooks magazine since the start, and her book Big Picture Scrapbooking had really changed the way I scrapped. So when Stacy Julian came into our booth I was elated. I also found myself to be a nervous wreck - talking about a mile a minute and even tripping over my tripod - seriously not my most cool and collected moment. It didn't faze her. Stacy was as down to Earth and as kind as she could be. She listened as I showed her the MyBook Planner and all the things you could do with it. She was genuinely interested and excited about my product. In fact she told me she wanted to come by the next day to talk about some ideas she had for a MyBook Class at Big Picture Scrapbooking. Of course I jumped at the opportunity!
   
   
4. What do people who take your class learn how to do?
   
   Each class is a little different. My first class featured our MyBook Planner and followed a "12 Days of Christmas" theme. The idea was to demonstrate the multiple uses of a MyBook Planner and in so doing supply numerous ideas for personalized holiday gifts over a period of 12 days. My students learned ways to add personality to their planners while also adding functional and creative features (tabs, tie closures, bookmarks, etc.). In addition, I invited other BPS teachers to share ways in which they customized their planners. Different themes, designs and embellishment ideas were shared. It was a lot of fun to see what the students created!
   
   I am about to teach another class that I am really excited about. It is called "Amazing Women" and it will be a month-long class in October, Breast Cancer Awareness Month. My boss was diagnosed with breast cancer about a year ago and is now among the ranks of survivors. In honor of her, we started selling a "Pink Ribbon" edition of the MyBook Journal. It includes 2 pages of breast cancer resources and information as well as a pink grosgrain ribbon. 10% of our sales are being donated to leading breast cancer charities.
   
   In this workshop, students will use the Pink Ribbon MyBook Journal to create a mini book celebrating the Amazing Women that have inspired or continue to inspire them. Students will get layout/design ideas and techniques, interview questions, journaling prompts and more. A large number of BPS team members and teachers will be sharing their "Amazing Women" creations. We will even have some "pink" product giveaways thanks to the generosity of a few companies.
   
   So throughout the month of October, we will be honoring special women and increasing awareness all while raising money for this most important cause (both Per Annum and BPS will be donating a portion of proceeds from the class to breast cancer awareness charities). If anyone is interested in joining us for this special workshop, they can sign up at Big Picture Scrapbooking starting in September.
   
   
5. What makes your product unique in the scrapbook market?
   
   I think there are a few ways in which MyBooks are unique. First, they offer a quick and easy way to customize a useful everyday product.
   
   Second, MyBook Planners and Journals are products that bridge the gap between digital and traditional scrapbookers. Each book comes with 12 sheets of ink jet compatible photo paper. This allows digital scrapbookers to showcase their digital creations. Traditional scrapbookers can remove the pages and insert classic paper layouts. Hybrid scrappers can do a bit of both.
   
   We've only been on the market for a little over a year. Knowing that crafters would quickly understand and embrace the "customization/creative/artsy" aspect of this product, that is where we've focused our marketing efforts. Therefore the majority of our current customers are paper crafters and scrapbookers.
   
   
6. How do your customers find your products? Are your sales more from Internet sales, scrapbook stores, office stores, or some other way?
   
   MyBook Planners can be purchased at numerous scrapbook stores across the country, both from online and traditional store locations. Many brick & mortar stores are offering unique classes using the MyBook Planner - holiday gift making classes, journal-based classes, even year-long workshops using the MyBook journal as a place to store finished monthly projects and instructions for new techniques.
   
   This is the second year that we have been on the market. We have seen steady growth as the word gets out and we have been featured in numerous editorials in both magazines and television programs. Customers who bought a 2007 Planner are returning for their 2008 Planner. They're also trying the new MyBook Journals.
   
   
7. What are some creative uses for your products?
   
   Here are ten ideas for you, but MyBook is adaptable to numerous themes and ideas! Check out our idea gallery at www.mybookplanner.com

• wedding planner
• pregnancy journal
• baby's first year (great shower gift)
• teen diary (academic planner)
• pet journal
• portfolio to show off scrapbook layouts, photographs, artwork & more
• scrapper's planner - jot down layout ideas, store inspirational clippings from
• magazines in the pockets
• ‘year in my life' planner - jot down daily thoughts, tuck ephemera, layout ideas, index prints in the sleeves and scrap later
• sports fan planner
• travel journal - collect ephemera, postcards in the pockets, journal on the ruled pages

8. Had you been a scrapbooker prior to coming up with MyBooks, and if so, how long?
   
   I've been a scrapbooker since the late 80's. I remember buying my first scrapbook at Kmart. It was a blue post-bound album with grey cardstock pages. The word scrapbook was blind embossed on the front cover. I happily slathered rubber cement onto silhouetted photos and memorabilia from my junior high life and carefully arranged them on the pages. I've certainly learned a lot about archival safe since then!
   
   
9. What is your personal scrapbook 'style'? What kinds of products do you like to use?
   
   I would have to say that my style is classically simple. This is mostly due to time constraints and the worry that certain trends will look dated in a few years, but I do occasionally go all-out and try a new style or technique.
   
   
10. What do you see yourself doing in the scrapbook industry ten years from now, if anything?
    
    Wow that is always a hard question. I know I will always be a scrapbooker. As far as the industry is concerned -- in ten years I see myself publishing the 2018 MyBook Adaptable Planner as well as additional MyBook products. I would also like to be teaching classes and offering my ideas to others.