Lloyd etsy is good for 3 months oct-dec. Then the rest of the year is dead, so I use it as a pointer to my website. If I was in your shoes set up an account its free but do not list anything until Sept-Oct. I would also list 6-10 items that way your not killed by fees. I was thinking of your trays. Uncommon Goods(
http://www.uncommongoods.com/) just had a call for wood items, its closed now, but next year you should enter it to see if you can get picked up by the catalog. They would love them.
Refining materials: to sand or not....I first started off sanding, not one mark left and then realize what was making my work any different from a china made mass produced spoon? Nothing. So I began leaving the marks, and people were drawn to them. I myself love the light and shadows that come from it. I hold every spoon like I am going to use it and put little facets in to make a gripping point.
What I am currently working on is leaving lines in a pattern instead of just leaving them...if you know what I mean, being more in control of the line.
As for seeing the piece, a spoon is an exercise in 3d modeling with complex curves both convex and concave along with the limitations of the media such as grain etc. I do everything I can to help with seeing the spoon, It took me a year before I started getting things. Just yesterday I was trying to copy a spoon I have and learned some new things. I do a lot of template work. I cut out shapes in thick paper and work on proportion of the spoon, handle length etc..plus you can move the paper around to get the crank of the handle. Even though many of my (most if not all) spoons look different many start from the same template. I just at a point let the wood go where its going to take me. Apple is one of those that will knot and twist and take you someplace interesting. Its not easy but if you plug away you learn bit by bit.
Production wise I know (i keep spreadsheets of what I sold how many etc) what i need to have carved for the summer craft fair season, I also know I want to keep adding new items to my product line. So winter means cracking the whip and carving. What I do is rough out blanks with my ax, (they are frozen at this point) in the morning before I go to work, when I come home and after dinner I carve the blanks are still chilly but green (yes green carving if carving when dry please wear a dust mask the irritation is horrible) and I carve while my daughter and dog run through the shavings :0 then i put them in a pie tin with wood shavings to slowly dry, by Saturday I can go back in with my knife to clean up anything I then sand with 400 grit, knocking down the edges and leaving the facets and Sunday I oil. If I need to paint I paint then too. Its just finding a rhythm, yesterday I was able to carve 2 ladles, 2 serving spoons, and 80 plant markers.
Most of the production pro's that I talked to carve 6-8 a day...but they don't have another job.
Sorry for the long reply but I really like carving.