Becoming A Trusted Brand For Customizing Sneakers, Making $60K/Year In Revenue
Hello! Who are you and what business did you start?
I'm Juhan, the founder of WokeCustoms, where we specialize in the art of creating custom-designed sneakers tailored to our clients' unique visions.
Our flagship product, the Custom Air Force 1 in white, has become a canvas for endless creative possibilities. At WokeCustoms, we've honed the craft of transforming plain sneakers into personalized masterpieces, each one reflecting the individuality and style of our customers.
With thousands of distinctive designs painted on this iconic model, we've made it our mission to help people step into a world where footwear becomes a form of self-expression. This journey has not only allowed us to thrive but also to become a trusted brand in the world of custom sneakers.
Currently, we are experiencing remarkable success, with a monthly revenue ranging from 3k to 6k euros organically. Our year-on-year growth has been consistently averaging around 20% to 30%.
What's your backstory and how did you come up with the idea?
Back in Tartu, Estonia, about six years ago, I had a rather amusing encounter that would later spark the idea behind WokeCustoms. On one of my walks through town, I couldn't help but notice a group of teenagers all sporting the same pair of Vans Old Skools. It struck me as a bit comical how everyone seemed to be wearing identical shoes, almost like a uniform.
This observation lingered in my mind until fate intervened. A few weeks later, while scrolling through social media, I stumbled upon the work of Sierato, a talented artist who specialized in customizing basketball shoes for NBA players. It was a lightbulb moment; I connected the dots. Why not apply the concept of personalized, one-of-a-kind sneakers to everyday fashion?
I began experimenting with the idea, testing out different designs and techniques. Soon enough, word got out among my friends, and they started requesting custom pairs.
That's when things really began to take off. The snowball effect kicked in, and before I knew it, WokeCustoms was born, fueled by the desire to break away from the sea of sameness and offer individuals the chance to express their unique style through customized sneakers. Before diving into WokeCustoms full-time, I was juggling it as a side project during my high school and university years. I gradually transitioned into dedicating more time to it, working on it alongside some side gigs.
Take us through the process of building the first version of your product.
The journey to create the first versions of our custom sneakers at WokeCustoms began with some experimentation and a lot of determination. I started by working on inexpensive white sneakers that I found in the local market, which cost around 20-30 euros. These served as my canvas for initial testing and experimentation.
The early attempts weren't exactly a resounding success; in fact, the first five pairs I worked on turned out quite poorly. However, I was undeterred. I knew there was potential, and I was determined to refine the process and make the paint jobs more durable.
Most of our customization begins with design input from our clients themselves. We hand-paint the designs using leather acrylic paints, ensuring that each stroke and detail is meticulously applied. Before we start painting, we thoroughly prep the sneakers with acetone to create a clean canvas. To guarantee the longevity of our designs, we seal them with a weather and waterproof finisher.
The diversity of our designs is quite fun. For some, we meticulously handcraft every element, while for others that feature fades and larger overall designs, we employ an airbrush technique to apply the paints in smooth, even layers, achieving stunning visual effects.
As I continued to experiment and learn from my mistakes, things began to fall into place. With each pair, I honed my skills and techniques. It wasn't long before I started to feel more confident in the process.
At this point, I decided to share my creations on Instagram. I started posting the unique designs I was working on, and it didn't take long for people to take notice. The positive feedback and growing interest from friends and followers on Instagram provided the validation I needed to push forward with the idea of WokeCustoms. This initial phase of trial and error was instrumental in shaping the foundation of our business.
While business strategies are crucial, genuine passion for what you do remains at the heart of entrepreneurial success.
Describe the process of launching the business.
The launch of Wokecustoms primarily revolved around Instagram. I began by sharing the unique sneaker designs I was creating on this platform, and to my delight, it didn't take long for orders to start rolling in.
When it comes to custom orders, we take a unique approach to pricing. While we have set prices for specific designs available in our store, custom orders are priced based on the time and effort invested in the design itself.
In the early days, our custom designs were priced in the range of 20 to 50 euros per pair. However, as the complexity and demand for our custom creations grew, our pricing structure evolved. On average, a custom design now falls in the range of 100 to 200 euros, with some particularly intricate designs commanding prices of 300 euros and beyond.
Many of these orders were custom jobs, where I would use Photoshop to bring the client's unique ideas to life. This approach not only allowed me to showcase my creativity but also to cater directly to the desires of my customers.
In terms of financing, I adopted a bootstrapped approach. Every bit of earnings I made was reinvested back into the business to fuel its growth. Looking back, this reinvestment strategy was instrumental in scaling up relatively quickly. However, it's important to note that I made my fair share of mistakes during this phase.
One significant lesson I learned was the value of seeking expertise in areas like marketing and growth. In my early days, I attempted to handle everything on my own, from designing the sneakers to managing the business's online presence. While this hands-on approach was informative, it also consumed a significant amount of time that could have been better spent focusing on the core aspects of the business. In retrospect, collaborating with experts in marketing and growth could have propelled WokeCustoms to the next level much faster.
Since launch, what has worked to attract and retain customers?
Firstly, during the initial stages, collaborating with local influencers played a pivotal role in expanding our brand's presence. By providing custom pairs to these influencers, we not only gained exposure to their followers but also benefitted from their endorsement, which helped establish trust and credibility within our target audience.
In terms of compensation for these collaborations, we followed a simple yet effective approach. We provided the influencer with a pair of their own custom air force 1 sneakers, typically valued at around 100 to 150 euros. This not only showcased our product but also created a win-win scenario where the influencer could genuinely experience and endorse our offerings.
Determining the exact return on investment (ROI) for each project proved to be a bit challenging. Customized sneakers are a considered purchase, often requiring time for potential customers to make a decision. As a result, we saw orders coming in over an extended period, making it difficult to attribute them directly to a single influencer campaign.
Nonetheless, our influencer collaborations did yield notable results in terms of brand exposure and engagement. For instance, our first influencer giveaway garnered approximately 5,000 to 6,000 new followers for our brand. Additionally, one of our partnership giveaways generated an impressive 40,000 comments on the giveaway post, indicating a high level of engagement within the influencer's audience.
Furthermore, leveraging platforms like Etsy was a significant game-changer for us. This approach enabled us to scale our reach and tap into organic orders. It kept us busy fulfilling orders while also creating a steady stream of revenue.
When it comes to Etsy, our growth was a combination of organic reach and some strategic efforts. While we didn't delve deeply into SEO optimization, we did focus on a few key practices. We ensured our product listings had relevant keywords and maintained standard product descriptions and variables.
Pricing was another consideration. We studied the competitive pricing landscape and positioned our products within a similar price range to remain competitive.
Consistency played a crucial role on Etsy. We regularly upload new products and designs, typically on a biweekly and monthly basis. This strategy not only helped grow our store but also kept our order flow steady, maintaining a healthy presence on the platform.
However, upon reflection, there's a realization that there were opportunities for more aggressive growth strategies. While these strategies contributed to our organic growth, I often found myself caught up in the joy of customizing sneakers. This passion is what drove me, and although there were avenues for faster expansion, I've cherished the journey of crafting unique sneakers for our customers.
It's a testament to the fact that while business strategies are crucial, genuine passion for what you do remains at the heart of entrepreneurial success.
How are you doing today and what does the future look like?
WokeCustoms has taken an interesting turn in its journey. Presently, it functions more as a side hobby, with the day-to-day operations handed over to my talented artist colleague who handles order fulfillment and shipping. I've been dedicating my efforts to streamline and automate processes, all while striving to reduce costs.
The COVID-19 pandemic posed some significant challenges for us. With people staying home, the demand for new sneakers understandably slowed down, impacting our sales. This also had a ripple effect on platforms like Etsy and our organic sales channels. It became evident that I had somewhat overly relied on platforms I didn't have full control over.
This realization prompted a strategic shift. I decided to optimize our website and focus on driving traffic directly to it. This transition has been gradual and methodical, aligning with the understanding that WokeCustoms, in its current form, serves as more of a passion project than a high-profit venture.
The primary goal has always been to accumulate experience and learn from this endeavor, and this phase represents a unique learning opportunity to adapt to market dynamics and maintain resilience.
Through starting the business, have you learned anything particularly helpful or advantageous?
Certainly! Here are some valuable lessons that can be drawn from WokeCustoms' journey:
Adaptability is Key: The ability to adapt to changing circumstances is crucial. The COVID-19 pandemic, for example, had a significant impact on our sales, highlighting the importance of flexibility in business operations.
Platform Dependency: Relying heavily on third-party platforms, while beneficial, can have downsides. It's essential to have control over your online presence, which includes optimizing and driving traffic to your website.
Collaboration and Delegation: Recognizing the value of collaboration and delegation is vital. Handing over certain aspects of the business to trusted colleagues can free you to focus on strategic growth.
Passion Matters: Even when faced with challenges, passion for what you do can keep you going. WokeCustoms began as a passion project, and that genuine enthusiasm has driven its evolution.
Continuous Learning: The entrepreneurial journey is a continuous learning experience. Be open to acquiring new skills and knowledge, especially in areas like marketing and growth, to stay competitive.
Balance Risk and Reward: Taking calculated risks is part of entrepreneurship, but it's crucial to assess these risks against potential rewards and not let enthusiasm blind you to potential pitfalls.
Enjoy the Process: Sometimes, the journey is as important as the destination. WokeCustoms has demonstrated that pursuing a business venture as a passion project can be fulfilling, even when it doesn't generate substantial profits.
What platform/tools do you use for your business?
Social Media: Instagram and Pinterest play a pivotal role in driving traffic to our website. These platforms not only serve as showcases for our custom sneaker designs but also as channels for engaging with our audience and sparking their interest in our creations.
Web Analytics: We rely on Google Analytics to gain insights into website traffic and user behavior. Additionally, we use Ahrefs in conjunction with Google Search Console to optimize our online presence and enhance our visibility on search engines.
Email Marketing: Klaviyo is our chosen email marketing platform. It empowers us to connect with our subscribers effectively, keeping them informed about our latest designs, promotions, and updates.
Shipping: We utilize our local postal service to ensure the smooth shipping and delivery of our custom sneakers to our valued customers.
Communication Tools: Our communication tools include JotForms, which we use to collect custom order requests efficiently. We also employ email as a means to send mockups to our clients, enabling them to visualize their unique designs. Meistertask is our tool of choice for order management, helping us maintain an organized overview of order statuses and deadlines, ensuring timely delivery and customer satisfaction.
These tools and platforms collectively support our mission to provide exceptional custom sneaker designs to our customers while also streamlining various aspects of our business operations.
What have been the most influential books, podcasts, or other resources?
One of the most influential resources for me personally has been the guidance of a mentor. Having a mentor on board has proven to be an invaluable asset in my entrepreneurial journey.
This experienced individual not only opened doors but also provided crucial insights that allowed me to navigate the business landscape more efficiently and make informed decisions for the future of WokeCustoms. Their guidance has been instrumental in accelerating our growth and making smarter strategic choices.
Advice for other entrepreneurs who want to get started or are just starting out?
Here's some advice for aspiring entrepreneurs who are just getting started or considering embarking on their entrepreneurial journey:
Embrace Expertise: Don't hesitate to bring on individuals who are more knowledgeable or skilled than you in specific areas. Recognize your strengths and focus on them, but also be open to seeking out experts to handle other crucial processes within your business.
Build a Strong Team: Surround yourself with a talented and diverse team. People who share your vision and complement your skill set can be invaluable in propelling your business forward.
Community and Networking: Seek out like-minded individuals or join a supportive entrepreneurial community. Sharing your ideas and experiences with others not only brings fresh perspectives to the table but also keeps you motivated and inspired.
Continuous Learning: Never stop learning. The entrepreneurial landscape is ever-evolving, and staying informed about industry trends and innovations is essential for success.
Resilience: Be prepared for challenges and setbacks. Entrepreneurship is a journey filled with ups and downs. Resilience and the ability to adapt to adversity are qualities that will serve you well.
Passion: Maintain your passion for what you do. It's this enthusiasm that will keep you motivated during tough times and drive your commitment to your business.
Where can we go to learn more?
If you have any questions or comments, drop a comment below!
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