As the economy worsens and unemployment remains high, many college students are starting their own companies instead of looking for jobs.

I recently had a chance to sit down and have a conversation with one such recent graduate. His name is Sean Goldfaden and he runs Playfarer, a brand that offers Wayfarer style sunglasses with mass customization.

He had tips for first time entrepreneurs, advice on branding, and much more. I’ve summarized our conversation below: 

1. How did Playfarer come to be?

Before Playfarer came into existence, Sean had wanted to start a custom fedora hat website. The point was to offer unlimited customization so every customer could get the exact hat he wanted. The problem Sean ran into was that hats are very size dependent. Not only would this make it hard to automate the manufacturing process, but because it was online and didn’t allow people to try on the hats, there would be a lot of returns.

Facing this problem, Sean had the idea to create Wayfarer style sunglasses instead of hats. Sunglasses had no sizing issues, and the Wayfarer style was unisex. Sean could still offer mass customization with colors, but would have fewer returns than hats. 

After entering and winning an elevator pitch competition, he took his $25,000 prize and started Playfarer.

2. As a first time entrepreneur, what advice do you have for other entrepreneurs and business owners?

Sean says you must simplify your idea to the barest roots. You need to be able to explain your idea to anyone, from a 10 year old to your grandmother, and make sure they understand it. If you can’t explain your idea in one sentence, it’s too complex.

Sean also says you can’t be afraid to pivot your business model. You can’t get stuck on your original idea and you can’t be afraid to change. As an example, Sean started out selling only to a college market, but he saw great potential in being a vendor for special events like weddings and bar mitzvahs. Sean wasn’t afraid to change, and you can’t be either. 

3. You sell a physical product, but do much of your marketing online. What tips do you have for bridging the online and offline worlds? 

Sean made sure to create both an online and offline presence early on. He’d hold live events on his college campus, but would promote it through a Facebook event. He’d also promote specials and deals online that could be recouped offline at events. 

4. Your business is all about the Playfarer brand. What tips do you have for other businesses when branding?

Sean says branding has to start from the top down. If you are the entrepreneur, you have to dream, eat, and breath your product. Wherever Sean goes, he is wearing his sunglasses and taking pictures with people.

You can’t think of your brand as a picture or trademark. Instead, it’s a living, breathing story and ecosystem that can grow and can decline based on what you deliver.

Delivery is everything. 

5. As you mentioned, Playfarer began by selling to college students. What tips do you have for other businesses selling to the college market?

Sean says you have to understand who the gatekeepers and influencers are. 

For example, when Sean started marketing to college students, the first channel he went through was fraternities and sororities. These groups already had their own tribes and were filled with outgoing, eccentric individuals. They have pull and authority.

Sean says to look for the people who can enhance your brand by spreading it to their personal networks.

6. What’s the future for Playfarer? 

Sean says he’s transforming the company into a lifestyle, apparel company. He wants to focus on customizable, fun apparel.

He also really wants to increase the company’s philanthropic work. His mom has always been heavily involved in philanthropy, and this has had a huge effect on him. He wants to be a social, for profit company.

He says to look for all the philanthropic work his company will be doing in the future.

 

You can reach Sean at Playfarer website.

Image: Author's Own