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Vanishing Inc. 2021 12 months in Evaluation


By Andi and Josh – Thursday, December 30, 2021

Each December we write our clients a letter summarizing our yr at Vanishing Inc. This letter has at all times been a pull-no-punches, candid evaluation of issues we predict we did properly, as properly issues we’d like to enhance. We’re impressed by Warren Buffet’s annual letter, wherein he talks in impressively open phrases about what labored and what didn’t in his calendar yr.

2021 was supposed to be the return to normalcy. You would possibly recall that in 2020, we did a powerful pivot to digital: together with the biggest ever magic occasion—ShareMagic: Dwell. We additionally launched Masterclass: Dwell and Showtime, on-line subscriptions for lectures and digital exhibits. In doing so, we saved our enterprise from smash, and, in reality, even improved our place.

After we regarded forward to 2021, we figured it might be a fiery return to dwell leisure, big conference attendance, and a welcome return to normalcy. How very fallacious we had been.

There was a return to normalcy for some time, and lots of magicians—from Vegas to New York to London—resumed their residencies and excursions. However our sense is that skilled magicians by no means actually discovered their rhythm, and as we kind this letter, the COVID Omicron variant is threatening to close down dwell leisure but once more.

Our enterprise is in most methods majorly affected by the pandemic. Most of our books, methods, and supplies are printed in Asia, and excessive tariffs, supply-chain points, and mind-boggling import points have floor our sturdy launch schedule to a trickle. Put up workplace and courier service delays made a few of our clients offended. There was a roughly 30% enhance on the price of paper, which has essentially pushed up the price of our books, and pushed down our revenue margins. A few of our workers contracted COVID-19 all year long and this left us shorthanded in occasions we most wanted the assistance. And the dwell occasions sector of our enterprise—Magifest, The Session, and The Retreat—had been both cancelled or run at a loss. In these methods, we will’t say we’re sorry to say goodbye to 2021.

But, regardless of these complaints, this may increasingly shock you: by most measures 2021 was our greatest yr ever, and there may be a lot to have fun.

A Massive Progress 12 months

Because of the pivot we blazed in 2020 to deal with issues our clients may take pleasure in from the consolation of quarantine (Masterclass: Dwell, magic books, downloads, and so on.), we noticed not solely our largest gross sales yr but, but in addition our largest surge in development from year-to-year.

We additionally expanded our workforce significantly. And we’re not finished. Our high precedence within the first quarter of 2022 is to develop our warehouse operation within the USA and to double the dimensions of our customer support workforce.

Talking of customer support, final yr on this letter we talked about that this was the precise space of enchancment we wished to deal with. And we’re proud to say…we've got! The common response time to clear up a buyer situation over e-mail was three hours, 9 minutes. Our buyer satisfaction price for individuals who reached out with a problem is measurably higher than final yr, the place our workforce scored on common 9.6 out of 10 from our buyer surveys that we ship out after most interactions. Earlier this yr, we did a whole restructure of the customer support workforce (which we now name Vanishing Inc. Assist Wizards), and it has clearly labored. We hope you seen enchancment on this space, too.

As members of our Vanishing Inc. household, it's best to know that, when you've an issue with an order or a query a couple of product, we’re simply an e-mail away. Around the clock, no matter time zone, somebody is prepared so that you can provide you with trustworthy, useful enter to resolve your situation. We hope that’s one thing you discover, and a giant purpose that you simply proceed to do enterprise with us.

Our different weak spot that we knew we wished to enhance on was our Black Friday Sale. Yearly we are likely to fall behind on orders as a result of, frankly, it’s our largest gross sales week of the yr and we merely don’t have the capability to get orders out once we’re experiencing 10x the conventional order quantity. We commented final yr that our drawback was as a result of we estimated order quantity primarily based on earlier yr’s gross sales. This yr, we estimated them primarily based on our development, and put into place new techniques to handle that.

Andi and George flew over to our US Warehouse to face arm in arm with our workforce there. The outcome? Data damaged everywhere. It was our highest-grossing sale ever. We broke our single-day file of packages shipped by nearly double the earlier file, in addition to our yearly package deal file. Our Assist Wizard workforce labored tirelessly to handle any points that arose. And, the common turnaround time on orders all through the sale was simply lower than 48 hours. We will dwell with that, and we hope our clients recognize it.

One different factor we’re happy with at Vanishing Inc. is that we've got navigated these difficult occasions little or no authorities help. It’s now within the public area (and searchable) what companies acquired when it comes to PPP Forgivable Loans. These loans had been supposed for use on payroll and working bills solely, for struggling companies. We accepted a couple of tenth of what our fundamental opponents took (which was simply sufficient to cowl our payroll bills for roughly 8 weeks). We all know occasions had been robust, however we’re proud that we had been in a position to pivot and optimize our operations with out accepting an infusion of money from the federal government.

Actually Constructing for Our Future

Vanishing Inc. Warehouse

After we (Andi and Josh) purchased our warehouse 5 years in the past, we checked out one another after which gazed again at an enormous, cavernous constructing and uttered, “How are we ever going to fill this?” Simply 5 years later, we’ve needed to spend money on off-site storage for dozens of pallets that not slot in our area. Because of this, this yr we bought what we lovingly discuss with as “MegaWarehouse,” and we've got very formidable plans to place it to make use of.

“MegaWarehouse” isn’t truly a brand new area: it’s the warehouse behind our present warehouse, which shares a wall that can quickly come tumbling down. We’ve commissioned a builder to attach these two areas, making one big warehouse that can double not solely our space for storing, but in addition our packing heart and headquarters. We now have correct workplace area and can largely handle our operations on website in Rancho Cordova, California.

The perfect half although, is fulfilling a dream that we've got had since we based: to construct the last word magic store. We’re constructing an Emporium on website at our warehouse this yr: it will likely be half magic store, half workshop area, and all about potentialities. Ultimately we’ll provide excursions and welcome company on this area. This might be the place we’ll do in-person “product drops” and launches. We’ll broadcast digital occasions from this area, and magicians visiting northern California will be capable to have what we hope is the trade’s most state-of-the-art store for magic, decks, and objects from our Wonders retailer. We will’t wait so that you can see it.

A New Search for Our Web site, Wonders, and Masterclass: Dwell

Now that we’ve shared our {hardware} enlargement, let’s chat slightly concerning the enhancements you'd have seen on-line.

Our website acquired a significant facelift earlier this yr. The slick design higher matches the inviting, trendy aesthetic we try for, and Andi, Michal (our in-house graphic designer), and Dave (our latest developer) unveiled all types of latest options, like our altering masthead, our new carousel, and new touchdown pages for our marquee books and merchandise. We hope you seen how lightning quick the location is correct now. That’s no accident. The location now hundreds, on common, 4 occasions faster than this time final yr and through our sale interval didn't decelerate in any respect (as in comparison with earlier years when the location would usually crawl to an embarrassing halt).

We launched our newest model, “Wonders,” which is the world of our website for the magic-adjacent. That is such an thrilling phase of {the marketplace}, and it has confirmed to be wildly common with our clients. That is the place you discover puzzles, decor, and authentic art work. In the event you haven’t but seen it, try Vanishing Inc. Wonders right here.

VI Wonders

Thanks largely to the efforts of George Luck, our Masterclass: Dwell program acquired a significant improve, too. After we launched within the thick of lockdown, we knew that this system itself was the main focus. All of us tolerated less-than-ideal connections and backgrounds as a result of, properly, we had been all figuring this out collectively. However after two years, we felt prefer it was time to push our company and ourselves to provide the best high quality movies within the trade. And we’ve finished simply that.

We recorded Mike Pisciotta’s Masterclass on the Magic Fort. We recorded Jason Ladanye in a custom-built studio. And we’ve gotten inventive on the right way to movie every month’s visitor someplace fascinating, in the very best high quality. We’ve rolled Masterclass: Dwell into a bigger program known as VI+, which supplies free delivery with no minimums and a complete library of streaming merchandise. We additionally did the unthinkable: we lowered the worth. We began at $70 per 30 days, and have introduced that right down to $50 per 30 days, which incorporates entry to an unique obtain library, and free delivery on all orders to the US and UK. In the event you haven’t subscribed, you actually owe it to your self to hitch the social gathering. It’s a blast. (And we simply added a three-hour Juan Tamariz lecture to the VI Studio, for members to stream at no cost.)

Our efforts have been rewarded: VI+ (and Masterclass: Dwell) continues to develop, and it continues to be the very best cut price on our website. Discover extra data on VI+ Plus right here.

We did discontinue our “Showtime” program because the world eased out of lockdowns. We noticed file attendance for the digital exhibits of names like Justin Willman and Ben Seidman, in addition to our personal Joshua Jay. However as magicians returned to work in the actual world, we felt just like the attendance for digital exhibits was waning. We might convey it again for particular performances, however, for now, “Showtime” is on ice.

Our Greatest Hits, and What’s Coming Subsequent

Attempting to foretell what’s going to be a “hit” product is like attempting to foretell what card a spectator goes to call: there are definitely tendencies we will level to, however finally it’s fairly random. This yr we really feel fortunate to have had a couple of monster hits that propelled us to our greatest monetary yr but.

Swap One” began us off on wonderful floor. We offered out inside a couple of days, and have been taking part in catch-up since then, in a relentless sport of backwards and forwards with shipments of varied parts from Asia. This marks the second main hit we’ve collaborated on with creator Christian Grace. His named card below glass routine has confirmed to be vastly common, and it continues to promote properly. Anticipate extra from Christian in 2022.

Our personal cofounder Joshua Jay had two large hits this yr: his e book How Magicians Assume turned out to be our best-selling e book ever, because of the engaging, low retail value of simply $25. And lately we launched “The Trojan Deck”, and all models from all magic retailers had been gone inside per week. On this trick a spectator shuffles a blue deck whilst you shuffle a purple deck, and a second later each decks totally match. The perfect half? No deck swap. This easy-to-do impact is a holy grail for a lot of magicians, and we’re supremely happy with Joshua Jay’s offbeat resolution.

SwitchOne and Before We Begin

We launched Asi Wind’s Earlier than We Start to terrific testimonials and opinions, and it stays probably the most complete e book ever written on “pre-show.” Asi additionally pointed us towards his pal John Graham, whose e book Stage By Stage has simply been launched to nice fanfare. Early indications are that this e book, too, might be a best-seller.

We launched Ben Seidman’s “The Oracle System,” in January and it has been considered one of our best-sellers of all time. This easy tarot-card matching impact actually resonated with our base as a result of performers see the probabilities for cold-reading and the way sturdy and private this trick is in efficiency. “The Melero Rings” presents a brand new twist on close-up linking ring routines, and our “Dice in Bottle Challenge” has been, maybe, the most important vacation impact that magicians are utilizing this season.

We’re not main deck producers (but) however we knew we had successful on our palms once we landed Man Hollingworth’s bespoke Hollingworth Deck designs. We at all times cherished his art work, so once we had an opportunity to reinforce and construct upon his authentic deck designs, we jumped on the probability. These decks are proving extremely collectible, and our provide is now nearly totally exhausted. Very quickly, the one solution to rating these decks might be at inflated costs on the second-hand market.

Whereas that rounds out a few of our largest hit merchandise final yr, what about subsequent yr? Glad you requested.

Subsequent yr’s large launch known as “Emergence” and it’s by Tim Hill. Those that attended Magifest final September acquired a sneak peek. For now, that is what we will say. “Emergence” is an innocent-looking card field that—and we’re not joking right here—secretly propels a coin into the air after which into an empty glass or receptacle. This implies you'll be able to finish a Cash to Glass routine by inflicting a actual coin to land right into a borrowed glass with an audible clink, all of the whereas standing away from the desk. It’s some of the astounding illusions we’ve ever seen, and it marks our first foray into digital magic. Coming very quickly.

One different factor we’re excited to launch is our “Card Show Cupboards.” We now have designed an upscale, gorgeous assortment of card shelving you can customise to your area. It’s a sequence of drawers and show instances to indicate off your magic assortment or retailer your most collectible decks of playing cards. The models are mix-and-match in addition to stackable, and it'll create the last word exhibition of your favourite collectibles. There’s nothing like this in the marketplace, and they are going to be priced affordably so you should buy a number of at a time.

We now have all types of latest partnerships for deck designs, together with us securing the rights to the PEZ Deck (primarily based on the traditional sweet model) in addition to with an artisanal chocolate firm known as Olive and Sinclair. Lastly, we've got a vibrant new line of attire coming your method this spring as half our Vanishing Inc. Wonders model. There are shirts and hoodies in designs we predict you’ll love.

Our Charity Work

Josh and Andi at Magifest

We couldn’t maintain our annual youth program at Magifest this yr, because of the truth that younger individuals weren't in a position to be vaccinated. However that didn’t cease us from our different charitable endeavors.

We relaunched ShareMagic.org, our charity website, stuffed with fascinating content material from main magicians. Our intention with this website is to push ahead the craft of magic at no cost. In the event you haven’t but seen the movies from Werner Reich, Michael Vincent, and us (Andi and Josh), it's best to test it out on our new ShareMagic web site.

We additionally helped considered one of our creators, Ernesto Melero, purchase a brand new residence! He and his household reside fortunately in Costa Rica. We’ve beforehand raised cash to assist Ernesto get his household out of a tough state of affairs in Venezuela. And because of your help of his merchandise and a few assist from our charity, he and his household have begun a brand new life in sunny Costa Rica.

The Session, The Retreat, and Magifest

Josh and Andi at Magifest

We canceled The Session final yr as a result of lodge being taken over as a authorities quarantine lodge. And whereas The Session ought to have been held subsequent week, we needed to make the unenviable place of trying to foretell the restrictions that the UK authorities would possibly put into place early January. Subsequently, we've got postponed it to the summer season. Equally, we pushed again our South Africa Retreat to April and are excited to take 20 magicians on that journey of a lifetime.

However Magifest occurred in September, 2021, and it was, by many accounts, the very best Magifest we’ve ever placed on. Restricted to only 500 attendees (down from our typical 1000), the conference had a really, very particular really feel to it, and to know what we’re speaking about, you needed to be there. After so lengthy aside, it felt nice to be collectively, and the crowds had been simply electrical. Almost each act on our gala present acquired a standing ovation, and we had main hit occasions with Asi Wind, Nate Staniforth, Carissa Hendrix, the Passing Zone, and too many others to record individually.

As we write this letter, our subsequent Magifest is simply weeks away. We all know that Omicron might have an effect on attendance, however we’re happy with the truth that our conference in September had zero reported instances of Covid, and nil recorded cases after the actual fact. The vaccine and masks coverage clearly labored, and we hope we will have related success at our subsequent Fest. We’ll be working simply as laborious to maintain everybody secure at Magifest 2022.


Andi at Magifest

On the Magifest in September, cofounder Andi Gladwin spoke about our workforce’s strangest journey of 2021: a covert operation to infiltrate magic’s largest pirate. By way of an extended and sophisticated set of traps, we had been in a position to determine one of many largest pirates in magic. This entity has ripped off lots of our greatest merchandise and creators, and has, in impact, stolen a major sum of money from us and different magic corporations and creators. What’s worse, this pirated web site has brought about a significant disruption within the magic market, and it has de-incentivized a few of magic’s largest names from releasing their magic in any respect. Illicit websites like these additionally steal buyer information, which compromises the identities of the individuals who use it. Briefly, magic pirates are very, very, very dangerous information. And so they function anonymously, above the legislation.

Our personal Andi Gladwin (working with Michael Murray and several other others in our trade) was in a position to assist determine the most important offender. Andi, Josh, and George traveled to Serbia, the place this particular person lives and runs his operation, to plead with them to cease promoting our supplies illegally. The story is much from over, and a few wonderful steps are being taken behind the scenes. Simply wait till you hear about it later this yr. We will’t let you know any extra simply but, however let’s say that proper now isn't time to be a magic pirate!

A Massive 12 months for Joshua Jay

Josh's Year

2021 has been an excellent yr for our cofounder Joshua Jay, who has had a gradual stream of TV and dwell appearances in help of his new e book for the general public, How Magicians Assume. He's at the moment within the midst of a 45-city e book tour, the place he's performing and talking on the e book in venues all around the United States. In lots of these cities, he's additionally lecturing for magicians. He’s solely midway by way of the tour, and you will discover extra tour dates right here.

Along with his e book, Joshua has recorded a How Magicians Assume podcast. All 13 episodes are out now, and that is an distinctive podcast, with much better manufacturing values and content material than most different magic-oriented podcasts. The Masked Magician, Teller, Jamy Ian Swiss, Mike Caveney, Jim Steinmeyer, Richard Wiseman, and lots of, many extra magic luminaries are company on the present. Test it out right here.

As talked about, Joshua lastly launched what we right here at Vanishing Inc. think about to be his signature impact: “The Trojan Deck” Whether or not or not you'll use this trick, watch the unimaginable storytelling on show within the trailer, right here:

Andi Gladwin's Busy 12 months

Andi's Year

2021 was a giant yr for cofounder Andi Gladwin, particularly surrounding The Boy Who Cried Magic, his debut e book of card results. That e book has now seen three sellout reprints, and it continues to garner reward from all main magic shops.

As that is being written, Andi is about to seem on this season of Idiot Us with a routine created only for the present, by no means to be carried out once more. How did he do? You’ll should tune in on January seventh to search out out.

While additionally navigating us by way of lots of the enhancements to our enterprise we’ve already listed, Andi has accomplished his subsequent e book, 52 Explorations (Jack Parker’s ultimate legacy) for a Could 2021 launch, laid out over 4,000 pages of magic books for our upcoming publications, and maybe has his most enjoyable yr in 2022 with some extremely intriguing mainstream tasks outdoors of the magic world. Extra to return on that quickly.

We’re Going to Vegas!

After two+ years of extraordinarily laborious work, we all know our workforce may use a break. So, we have determined to take our complete workforce to Las Vegas for an organization retreat subsequent summer season to have fun collectively. We now have some nice surprises deliberate for them, and intend on giving everybody a while to loosen up after a busy few years navigating the pandemic. We’ll replace you because the date attracts nearer in order that we will trigger as few disruptions to your magic buying as attainable!

In Closing

We are saying it yearly, but it surely’s value repeating. All of those achievements are solely attainable as a result of we’ve cultivated a group of extraordinarily supportive magicians. We couldn't do that with out the help of Vanishing Inc. household. Thanks for that. We’re equally lucky to work with such an important workforce. Our workers are the sweetest, most united, team-first group of magicians we may think about, and we’re fortunate to name them our pals in addition to our workers. And we all know that we couldn’t do any of those conventions or tasks with out your constant help. We all know you've a alternative whenever you purchase magic, and we’re going to proceed to work as laborious as we presumably can to exceed your lofty expectations.

Joyful Holidays to each single considered one of you, and right here’s to a brand new yr crammed with magic.

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