How to Build a Profitable Product-Based Business (Even While Working Full-Time): Lessons from Kristin Fisher of Shop Bocu
Starting a product-based business is exciting—but it can also feel overwhelming when you’re doing all the things yourself. In this week’s episode of the Passports, Profits and Pixie Dust Podcast, I sat down with Kristin Fisher, founder of Shop Bocu and retail strategy coach for makers and independent retailers.
She shared how she went from corporate retail buyer to full-time entrepreneur running a thriving e-commerce brand—while also helping other product-based business owners do the same. If you’ve ever dreamed of turning your idea into a profitable brand, Kristin’s story is pure gold.
From Corporate Retail to Creative CEO
Before launching her own business, Kristin spent over 15 years in corporate retail, working with big-name brands like Urban Outfitters and Land’s End. But like many of us, she started to crave something more creative and personally fulfilling.
“I didn’t set out to start a business—I just wanted a creative outlet,” Kristin said. “But as I built momentum, I realized it could actually become something real.”
In 2018, after months of planning and dreaming, she launched Bocu, a hand-wrapped gift box company that now serves both individual and corporate clients.
Her first launch? Simple—but strategic. She promoted it to friends, family, and social media followers and timed it around Mother’s Day to align with a natural gifting season.
Takeaway: You don’t need a fancy launch to start. Sometimes, “done” is better than “perfect,” and aligning your offer with a seasonal opportunity can create organic buzz.
Balancing a Full-Time Job and a Growing Business
Kristin built Bocu while working 50–60 hour weeks in her corporate job. But when her business exploded during 2020 (as people searched for ways to send gifts from afar), she realized it might be time to go all in.
“I was stretched to my absolute max,” she shared. “But sometimes the universe gives you a nudge to take the leap you wouldn’t have taken otherwise.”
By early 2021, she officially left corporate life to focus full-time on her business—and hasn’t looked back since.
Takeaway: Sometimes, you need to feel the stretch before you make the shift. Growth often happens when you step outside your comfort zone.
Adding Coaching and Multiple Revenue Streams
In addition to running Shop Bocu, Kristin now coaches other makers and independent retailers through her retail strategy coaching business. She helps them create structure, systems, and strategies that allow them to scale profitably.
When she first started coaching, she treated it as a side hustle—just like she once did with Bocu.
“I treat Bocu as my full-time business and coaching as the side hustle,” she explained. “You have to decide what gets 80% of your focus and build systems before adding something new.”
Takeaway: If you’re juggling multiple ideas, don’t split your time evenly. Go all in on one thing first, then layer in additional income streams once your foundation is solid.
Outsourcing and Systems That Scale
Like many entrepreneurs, Kristin admits she waited too long to outsource. When she finally brought on a high-level VA in 2022, everything changed.
“Every Q4, I’d scale past what I expected and realize my systems weren’t ready. Now, I invest in systems before people.”
She recommends automating or outsourcing early—even if it’s small tasks—and investing in platforms like Shopify for product-based businesses.
Her tech stack includes:
- Shopify for e-commerce
- HoneyBook for coaching bookings
- Klaviyo for email marketing
- Occasional project-based contractors for seasonal or specialized help
Takeaway: Build scalable systems before you grow. Automation and structure create space for creativity and freedom.
Kristin’s Advice for Aspiring Product-Based Founders
Kristin’s journey proves that a product-based business can thrive—even if you start small or part-time. Here are a few of her biggest pieces of advice:
- Start messy. Don’t wait until everything’s perfect—just start.
- Leverage your corporate skills. What you’ve learned in other jobs is valuable in entrepreneurship.
- Invest in personal development. Joining a mastermind or working with a coach can expand your mindset and skill set.
- Prioritize systems over hustle. Scaling sustainably requires strategy, not just effort.
“Doing it is better than not doing it,” Kristin said. “You just have to start.”
Listen to the Full Conversation
🎧 Listen to Episode 214: Kristin Fisher of Shop Bocu on Creating a Profitable Product-Based Business on your favorite podcast platform or using the player above.
🛍️ Shop Kristin’s beautiful gift boxes at Shop Bocu — and get 15% off your purchase with code LINDSAYD!
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