Small business shipping playbook: How Keith packs, brands, and prices for success

TLDR: Keith’s pottery tool shop experienced exponential growth—and he did it with a few smart shipping moves. Steal his playbook to cut costs, stay organized, and keep customers happy.

At Shippo, we love hearing how small business owners build shipping processes that save time, save money, and deliver a professional experience.

We sat down with Keith Fournie, Co-Owner / Director of Design and Development at Kelm Form Tools in Grande Prairie, Alberta, to learn exactly how he ships pottery tools across Canada — from the boxes he buys to the way he sets his shipping prices.

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1. Connect your sales and shipping tools from day one

When Keith first started selling online, he wanted to keep his process simple but professional. Using Square for his online store and Shippo for shipping, he linked the two — and that connection changed everything.

“Shippo linked to my Square seamlessly and I immediately started noticing benefits I hadn’t anticipated. I like to work off my phone, and now I can print the label, set it in front of the box, and see every detail from one screen. In a small home workspace, that organization is key to avoiding mistakes. If I had to flip between a bunch of apps or spreadsheets, the chance of making an error would go way up.”

Because orders flow directly from Square into Shippo, Keith doesn’t have to flip between apps or copy-paste order details. That saves time, prevents packing errors, and keeps his workflow smooth even in a small home office.

2. Use Shippo to rate shop and unlock discounted rates

Early on, Keith used prepaid Canada Post boxes, thinking they were the easiest choice. But the box sizes didn’t fit his needs, the look wasn’t on-brand, and he was often overpaying for shipping.

Switching to Shippo gave him the ability to compare carrier options side-by-side and access discounted labels (up to 90% off retail rates). He also linked his Canada Post Small Business account through Shippo for even more savings.

“I save, on average, around $5–$7 per order vs my previous method,” Keith says. “I offer $10 flat-rate shipping across Canada, so I have to be very aware of shipping costs.”

Read how Keith used Shippo and Square to grow—and save $7 on every shipping order.

3. Set your shipping prices with intention

Keith charges a flat $10 shipping rate anywhere in Canada, whether a customer is nearby in Edmonton or as far away as Nunavut.

Shipping usually costs $15–$20 per order, so this flat rate means he sometimes takes a hit on margins. But he balances that by adjusting his product pricing and looking at the big picture over time.

“I wanted everyone to have as equal an experience as possible. If someone orders one item from far away, I might make less on that order. But if another customer orders multiple items and lives closer, the margins are better — it all evens out.”

He tracks these numbers closely in an Excel sheet so he can adjust if needed.

4. Choose packaging that’s economical and on-brand

Keith sources his boxes from U-Line’s Canadian distribution center, where buying in bulk costs him just 50–80 cents per order.

Instead of splurging on custom-printed boxes, he stamps them with a custom logo he made himself using 3D-printed rubber and a 3D-printed handle.

“You can also order stamps online. Using a stamp with thinned acrylic paint or a stamp pad gives a nice, personal look. It’s cost-effective and keeps the packaging aligned with my eco-friendly values.”

5. Turn old cardboard into free filler

One of Keith’s favorite hacks is his 16+ sheet cross-cut paper shredder, which turns used cardboard from supplier shipments into protective filler.

“I’ve been using it for a long while, and it’s paid for itself quickly compared to buying shipping paper or peanuts. Plus, it’s better for the environment.”

He recommends choosing a shredder with a large bin so the shredded filler doubles as built-in storage — ready to scoop into the next box.

Here’s a similar shredder on Amazon.

6. Keep all your costs digital and tracked

Shippo automatically keeps a digital record of shipping costs, which Keith can compare with his sales data in Square. That makes it easier to spot trends and ensure his flat-rate pricing stays sustainable.

Beyond Shippo, he keeps an Excel sheet logging every expense — from material costs and R&D losses to giveaways and vehicle costs.

“It’s much harder to go back and find this info later. You’ll appreciate having it all when it’s time for write-offs in your first year.”

7. Plan your setup before you start promoting

When Keith launched Kelm Form, he was building his Instagram, developing products, and setting up his website all at once — and it was chaotic.

“It was a wild first week. If you fail to plan, you plan to fail. I’d recommend getting your website, shipping process, and packaging ready before you start posting online. Once people can order, they expect you to be ready to fulfill immediately.”

8. Use content strategically to move inventory

Keith has noticed a direct link between posting videos and sales.

“If I want to sell more of a certain tool, I focus my content on it. Some tools can just be passive sellers, but content lets me control traffic and move the products I want to prioritize.”

Make smarter moves with your shipping

Keith’s shipping playbook shows that success isn’t about having a massive warehouse or unlimited resources. It’s about making smart, intentional choices at every step. From connecting sales and shipping tools to stamping your own branded packaging, the little details can save money, boost efficiency, and create a more professional experience for your customers.

Tools like Shippo make it possible to ship smarter without sacrificing time or margins.

👉 Ready to create your own shipping playbook? Get started with Shippo today.

About Kelm Form Tools

Kelm Form Tools is a Canadian pottery tool company founded by Keith Fournie, Co-Owner / Director of Design and Development. Each tool is designed and manufactured in-house in Grande Prairie, Alberta. Learn more at kelmforms.ca or on Instagram at @kelmformtools.

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