Professionalizing Your Embroidery Shop To $100m (Feat. Ricoma's Henry Ma)

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Scheduling, quoting, approvals, payments, customer communication, automation and more. With Printavo, you’ll work smarter–not harder.

Henry Ma took his family’s business, Ricoma, and turned it into a modern embroidery powerhouse. He transformed a humble embroidery manufacturer into a content and marketing engine that’s helped supercharge side hustles across the globe. “We’re on track to grow 40% year over year – I don’t know how long that will last!”

What took this small family business that sold sewing machines to the next level? Two words: content and innovation.

Ricoma has taken a service-based approach to their business. They offer education that goes far above and beyond their competitors, and have built a community around the people that use their machines. So what does Henry worry about? “If marketing stopping bringing in new leads tomorrow – could we still grow our sales? That is the million dollar question for us.”

Henry doesn’t want to look at high-level vanity metrics. Instead, he takes a measured approach learned from his time at business school and working for Goldman Sachs. “The operating playbook is to use different metrics for different teams. We don’t have a standard tool or KPIs or dashboards. We have metrics that will give you insight into the success of that team.” For instance, how quickly is the team fulfilling orders and answering tickets?

But moving into the future of embroidery is no easy task. “My Dad wasn’t convinced by all of the content and marketing we were doing,” Henry said. “I had a heated conversation with my father about spending on content, maybe 3-4 months into the process. I knew it was going to be a longer game. Content takes time, it’s intangible, and it was a much longer timeframe we were considering. Don’t be so shortsighted [with content].” What does that future look like?

Education – it’s the only way to push the industry forward. Embroidery has one foot firmly in the past (outdated machines, digitization, software, techniques) and one foot firmly in the future (marketing, new sales strategies, the popularity of embroidered goods)! Henry weighed in: “It’s easy when everyone is stuck in an old mindset and you can innovate. But because of  [the industry] norm that’s been built into it for decades, the mindset is still stuck. Same with customers. We have to educate the market and drive change through a slower process.”

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About Printavo

Printavo is simple shop management software. We help you streamline your business, keep jobs moving forward and your team on the same page.

Scheduling, quoting, approvals, payments, customer communication, automation and more. With Printavo, you’ll work smarter–not harder.