I sell hundreds of chicks every year, mostly to backyard chicken keepers. For many of them, these are their first chickens. I don't do it for profit, or even to break even (literally, I lose at least 10k a year on this hobby). I do it for fun and to help people. You sound young and I love your enthusiasm, but please put the idea of this "paying its way" out of your mind, at least for a few years. Experience will come, but you will not get it right the first few times.
I could let you in on my "secrets", but really there aren't any, it's all common sense. Marketing can be a real pain, especially if you are not naturally good at sales. Get inside the mind of your typical customer (not the one you want, the ones that actually exist). The mainstream market for small amounts of chicks is to compete directly with
TSC and other feed stores for the backyard chicken keepers. I can tell you from experience, that most want:
- sexed pullet chicks. This is number 1 for a reason, you will sell 20x if you can guarantee the sex. Autosexing or sex-linked hybrids are the only option for this. Consider what you will do with the male chicks. If you can't bring yourself to euthanize them, you will be overwhelmed by this in a short time
- colorful eggs. My main sellers are autosexing breeds/hybrids. I have chicks that lay blue, dark brown and olive eggs. No one pays a premium for light brown or white.
- small quantities - if you over hatch, you will have to discount heavily
- personal service - I put this last because most customers don't use this as a buying criteria, but in the end, it is my most valuable offering. Educating new keepers is a vital, and usually fulfilling, part of the job.
There you have it, 5 years of my most valuable experience rolled into one small post. If I wanted to break even I could, but I prefer to make rare and special breeds available to my (now very loyal) local customers. New varieties for 2021 include Lavender Marans, Opals (Isabel Legbars) and Lavender frizzle Cochin Bantams. Also the tried-and-true Cream Legbars, Welbars and autosexing Olive Eggers.