Cole Lundstrom
Project Coordinator Experiential MarketingMerch TroopCole Lundstrom is a print industry veteran with over 15 years of hands-on experience in custom apparel, promotional products, and live event printing. After building and running one of Los Angeles’ top print shops, he launched Merch Troop, a modern, outsourced production solution that supports screen printers, embroiderers, and event marketers nationwide.
Cole is also the creator of Print Shop CRM, a workflow and automation platform built specifically for the challenges of print shops—helping businesses streamline their sales, automate tasks, and improve client communication without needing a tech team.
He now consults with print shops across the country, helping them grow through smarter systems, leaner operations, and better use of automation.
B12 Business 101 – The Foundations for Success
Why Someone Should Come Many shops are busy but not actually healthy. Orders may be coming in, but pricing is random, bookkeeping is messy, job tracki…Why Someone Should Come Many shops are busy but not actually healthy. Orders may be coming in, but pricing is random, bookkeeping is messy, job tracking is inconsistent, and every order feels like a fire drill. This class is about getting the boring …Why Someone Should Come Many shops are busy but not actually healthy. Orders may be coming in, but pricing is random, bookkeeping is messy, job tracking is inconsistent, and every order feels like a fire drill. This class is about getting the boring but essential parts of the business right so the shop can make money instead of just creating stress. Attendees will learn from Cole’s successes and mistakes, including how growth can become dangerous…Why Someone Should Come Many shops are busy but not actually healthy. Orders may be coming in, but pricing is random, bookkeeping is messy, job tracking is inconsistent, and every order feels like a fire drill. This class is about getting the boring but essential parts of the business right so the shop can make money instead of just creating stress. Attendees will learn from Cole’s successes and mistakes, including how growth can become dangerous when the numbers, systems, cash flow, and expectations are not under control. Who Should Come This class is for new shop owners, decorators trying to turn a side hustle into a real business, production people moving into ownership, and anyone who can make the product but feels shaky on the business side. It is especially valuable for people who are already working hard, taking orders, and serving customers, but know they need clearer pricing, cleaner records, better job organization, and more confidence in the financial side of the shop. What They Will Learn Business Formation Basics: Learn the early decisions that help turn a side hustle or production skill into a real business, including structure, accounts, responsibilities, and basic operating discipline. Bookkeeping and Clean Records: Understand why the books need to be accurate, current, and useful, not just something handled at tax time. Understanding Real Costs: Learn how to think through blanks, ink, transfers, labor, overhead, rent, equipment, software, spoilage, owner pay, and the true cost of keeping the shop open. Pricing for Profit: Discover why random pricing creates stress and how to build pricing that covers costs, supports cash flow, pays the owner, and leaves room for growth. Cash Flow and Financial Pressure: Learn why sales volume alone does not equal health, and how overhead, payroll, loans, slow payments, and seasonal swings can create pressure even when the shop looks busy. Customer Communication: Learn how better estimates, approvals, expectations, timelines, and follow-ups reduce confusion and protect profitability. Simple Systems That Scale: Discover how checklists, templates, job notes, production boards, quoting standards, and repeatable processes make the shop easier to manage. Running With Real Numbers: Leave with a clearer understanding of how to stop guessing and start running the business with cleaner systems, better tools, and decisions based on real numbers.Show MoreClick the title to see all detailsShow More
B16 Marketing 102 – Where & How to Start
B38 Live decorations Activations
Why Someone Should Come Live activations can be a great business, but only when the operator understands the setup, the sales pitch, and the math. A l…Why Someone Should Come Live activations can be a great business, but only when the operator understands the setup, the sales pitch, and the math. A live printing activation is not simply “bring a press and print shirts.” The value comes from creatin…Why Someone Should Come Live activations can be a great business, but only when the operator understands the setup, the sales pitch, and the math. A live printing activation is not simply “bring a press and print shirts.” The value comes from creating a visible event moment that keeps guests engaged, gives the brand something people remember, and turns ordinary merch into a shared experience. This session helps attendees understand how to sell th…Why Someone Should Come Live activations can be a great business, but only when the operator understands the setup, the sales pitch, and the math. A live printing activation is not simply “bring a press and print shirts.” The value comes from creating a visible event moment that keeps guests engaged, gives the brand something people remember, and turns ordinary merch into a shared experience. This session helps attendees understand how to sell that value, how to build an offer agencies and brands can understand, and how to price the work so the activation is profitable instead of just stressful. Who Should Come This class is for shop owners, salespeople, event vendors, marketing agencies, brand managers, experiential teams, corporate event planners, and anyone who wants to add live printing or on-site customization to events. It is especially valuable for decorators who already know how to print but need help turning that skill into a clean, professional, sellable activation that works in front of a crowd. What They Will Learn Building the Live Activation Offer: Learn how to package live screen printing or on-site customization as a service that includes experience design, production, staffing, equipment, blanks, setup, teardown, and brand engagement. Selling to Agencies and Brands: Understand who to target inside marketing agencies, experiential teams, brand departments, event production companies, and corporate event groups. Pitching Engagement, Not Just Merch: Learn how to position live printing as dwell time, audience interaction, social sharing, brand immersion, and a memorable event moment instead of just free shirts. Planning the Booth Flow: Discover how to think through intake, blank selection, size management, line control, print pacing, quality checks, handoff, and guest experience. Staffing and Equipment Planning: Learn how to match staff count, press setup, inks, screens, tables, power, curing, signage, inventory, and contingency supplies to the event size and expectations. Avoiding Public-Facing Mistakes: Understand the common ways live activations go sideways, including slow lines, unclear choices, bad placement, missing supplies, weak staffing, poor communication, and unrealistic client expectations. Pricing for Profit: Learn how to account for setup time, travel, blanks, labor, staffing, production speed, overtime, prep, teardown, risk, and profit so the event is worth doing. Turning One Event into More Work: Discover how to use samples, photos, client recaps, testimonials, and agency relationships to build repeat activation opportunities.Show MoreClick the title to see all detailsShow More