Paul Johnson: We built our own software to manage everything. We built a smaller version of Amazon’s software where we would bring in inventory, sticker it, and then shelve it. We built software that would list that stuff. We had two divisions. One was books and the other was everything else. We sold about a
Sramana Mitra: What did you do during those four years? Roberto Milk: I was working 100-hour weeks. Sramana Mitra: You were doing this full-time before launching the site? Roberto Milk: I was learning as much as I could. I speak with entrepreneurs a lot and just try to think about how to codify this. First
Sramana Mitra: You shut down that business? Paul Johnson: We did. We sold all the inventory that we had and cashed out. I met up with a business partner and went for the most peculiar e-commerce business anybody has ever done. While we were still operating the guitar store, I was looking for something else.
Not all high impact businesses need to go from 0 to $100 million in 5 to 7 years. NOVICA has built a tremendously important, high impact social enterprise that did $30 million in 20 years. It’s a fantastic achievement.
Sramana Mitra: Talk about the specifics of that business in terms of metrics. How many transactions were you doing? Paul Johnson: This is a long time ago. I’ll see if I can remember. We started off with a $1,000 or $2,000 order. Guitars are a high-ticket item. We would sell them for $200 to $1,000
Paul started as an eBay seller and then developed software to help other sellers sell online. A classic case study of an entrepreneur solving problems he faced himself and building a business based on deep domain knowledge.
Sramana Mitra: How much did you do in 2018 in product revenue? Suuchi Ramesh: It was about 10% to 15% of our revenue at that point. We only started commercializing towards the end of the year. Sramana Mitra: How did that split change in 2019?
Sramana Mitra: Let’s go to the period where you’re still bootstrapping with a paycheck with this network of factories. What prompted you to quit your job and feel comfortable enough to go full-time on this? Suuchi Ramesh: Within six months, we had half a million in bookings. That was validation. It wasn’t profitable, but the