From Stormtroopers to Six Figures: A Nurse Anesthetist’s Quilting Empire
For many, a hobby remains just that – a pastime to unwind and de-stress. But for Mike O’Dell, a nurse anesthetist from Oklahoma City, his foray into quilting blossomed into a thriving side hustle, Legit Kits, generating over $1.4 million in sales in the last year alone. This remarkable entrepreneurial journey, born from a personal project and a strategic vision, offers a compelling insight into how passion and innovation can translate into significant financial success.
O’Dell’s initial encounter with quilting was personal. In 2018, he embarked on creating a Star Wars stormtrooper quilt for his sons. The process involved intricate design work, drawing the iconic character on graph paper and then meticulously sewing fabric pieces onto the paper template. This technique, known as “foundation paper piecing,” proved surprisingly accessible even for a beginner like O’Dell. What began as a creative endeavour for his children eventually sparked a business idea.
The Genesis of Legit Kits
The core concept behind Legit Kits was to streamline the quilting process for others. O’Dell realised that if he could create and sell pre-designed quilting kits featuring licensed images of popular characters, animals, and nature scenes, he could tap into a market eager for accessible and engaging craft projects. This vision led to the launch of Legit Kits in 2020.
The business has since experienced explosive growth. Last year, Legit Kits achieved over $1.25 million in sales through its Shopify store, with an additional $150,000 in sales at Joann Fabrics and Crafts. This impressive financial performance underscores the demand for O’Dell’s innovative approach to the traditional craft of quilting.
Balancing a Demanding Career with Entrepreneurial Ambition
O’Dell’s success with Legit Kits is particularly noteworthy given his demanding full-time career as a nurse anesthetist. He dedicates one day a week to Legit Kits, serving as its CEO and creative director, while the remaining four days are spent at the hospital. This demanding schedule requires a robust operational structure for his business.
Legit Kits relies on a team of seven full-time employees and four freelance designers to manage day-to-day operations while O’Dell is focused on his medical responsibilities. His single day at Legit Kits is primarily dedicated to strategic growth initiatives, including extensive social media promotion, particularly on Facebook, and active participation in professional crafting communities. This networking proved instrumental in securing a spot on the popular ABC show “Shark Tank,” which aired in January.
Financial Footing and Future Projections
Despite the significant investment in inventory, payroll, and a substantial 4,500-square-foot manufacturing space with a monthly rent of $4,500, Legit Kits successfully broke even last year. For the current year, O’Dell plans to draw a salary of $50,000 from Legit Kits, supplementing his already substantial nurse anesthetist salary of $240,000.
O’Dell acknowledges the immense dedication required to build a successful business. He quotes advice from an entrepreneurship book suggesting a business can consume one’s life for five to ten years. Having started quilting seven years ago, he feels he is now emerging for air, having successfully navigated the initial demanding phase. He has also learned to implement healthy detachment, leaving work-related communications at the office to maintain a balanced life.
Lessons Learned and the Road Ahead
Reflecting on his entrepreneurial journey, O’Dell shares valuable insights for aspiring business owners. He admits that the initial perception of wealth from seeing businesses achieve million-dollar sales on shows like “Shark Tank” is often misleading. The reality, he explains, is that a significant portion of revenue is immediately reinvested back into the business to cover operational costs.
Looking forward, O’Dell has ambitious plans for Legit Kits’ growth and profitability. His office is marked by a five-foot sign proclaiming “World Quilt Domination,” a testament to his grand vision.
- Marketing Investment: O’Dell is significantly increasing his marketing budget, starting with $10,000 per month. The strategy involves reinvesting profits from previous marketing efforts into subsequent campaigns.
- Early Marketing Success: Initial results from a $900 Facebook ad campaign yielded $6,300 in direct sales within the first week, indicating strong potential for return on investment. O’Dell anticipates seeing the full impact of marketing campaigns within three months, aiming for profitability within that timeframe.
- Retail Expansion: The plan includes introducing smaller, visually appealing projects to gain shelf space in a wider range of retail outlets, targeting boutique quilt shops and smaller independent stores.
- Product Diversification: O’Dell aims to expand the Legit Kits pattern library from the current 20 designs to an ambitious 100. He believes there is significant untapped potential within the quilting medium and numerous avenues for Legit Kits to explore.
O’Dell’s story is a powerful illustration of how a creative spark, combined with strategic planning and a willingness to learn, can transform a personal passion into a substantial and fulfilling enterprise.
