Original Article
By Giovanna Drpic
Hello, friends! ๐๐๐ฝ๐๐ฟ Knowing whether or not you have a winning idea on your hands doesnโt have to be so complicated. In many cases, if you think you can put a new twist on an existing idea, that may be your calling card.
Today, we put the spotlight on Carlos Tamajon. Heโs the owner and founder of The Crafty Gamer, a shop that takes game night to a whole new level.
In todayโs Generation Si! newsletter (Part One), youโll learn the following:
๐ดHow to go about finding which business to go into
๐ดHow marketing should fit into your plans, timeline-wise
๐ด Why thereโs no shame in starting really small and building from there
๐ดHereโs Carlos Tamajon and what heโs learned as owner and founder of The Crafty Gamerโฆ
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โI was supposed to be making Pixar movies. And now Iโm selling board games and making candles.โ
After getting a degree in Computer Animation, it may seem like Carlos Tamajon really strayed from his plan.
But through The Crafty Gamer, a niche business he founded that merges the world of tabletop gaming with scented candles, Tamajon still found a way to focus on imagination.
THE TIP JAR (Tips provided courtesy of Carlos Tamajon)
STARTING OUT:ย โSo, [the] top thing is to find a niche that youโre passionate aboutโฆ And try to find all the different kinds of products or servicesโฆ forms of revenue that you can generate within that space.โ
PRO TIP: โDonโt try to over-innovate. Try to perfectโฆ We make candles at the end of the dayโฆ Weโve got a niche and, you know, we just change the branding, and we modify something thatโs already establishedโฆโ
In the end, he says it boils down to creating value in a product or service. โYou just have to improve. You just have to do something different and better than somebody else who came before.โ
STEEPED IN SKILLS (mid-career):ย โYou wear so many different hats, organization is the #1 key thing. Without that, youโre pretty much just going to do procrastination work - setting up social media and all those other things.โ
Tamajon says that work shouldnโt take a full day to do.
Instead, he says, โYouโve gotta formulate a business plan. You have to organize. You have to set up, you know, your key operating stuff.โ
STARTING OVER: โIf nobody knows that youโve built a stage in an open field, no oneโs going to know to drive there. You have to be able to market yourself. And I feel like marketing yourself is the most difficult thing. And itโs a lot more than just sharing on your personal Facebook. Itโs finding trends and really understanding, you know, how to use advertising andโฆ Adwords and Google Maps, or whatever it might be for your particular kind of business. Itโs the driving force. Itโs how you get your leads. Itโs how you generate clientele. Itโs how you generateโฆ your fan base. And I feel like a lot of people let it fall by the wayside. And they make it a โyear threeโ plan. It should be a โday oneโ plan.โ
IโLL NEVER DO THAT AGAIN: โHorizontal growth in business structureโฆ We started off with candles. We made 6 variations of those candles. Then, we started getting into laser engraving. Then, we started getting into apparel. Then, we started getting into all these different lifestyle things.โ
What Tamajon learned is that, instead of branching out too much, itโs better to โperfect your product. Go vertical. Make a candle. Perfect the candle. Advertise the candle. Get known for the candle. Or get known for that particular product. Be more Apple and lessโฆ Microsoft. Microsoft has the money to spread around and make video games and computers and everything else. You donโt have to do everything. Do vertical scaling.โ
BEST ADVICE FROM โLA CASAโ/BEST โHOUSEโ ADVICE: โI think one of the things that my parents taught me is that you canโt build something alone. You have to build it with other people. And you have to put yourself out there. And your success should never be reliant on another personโs passions. So while you may be able to depend on somebody, you have to be the driving force in your own success. And you can bring other people along for that ride, but you have to be that catalyst.โ
IF POSSIBLE, TRY TO BRING IN ELEMENTS THAT INVOLVE THE SHARED HUMAN EXPERIENCE
โScent is very closely tied to memory. If I tell you to remember your grandparentsโ house, you may even remember the smell of the living room or the kitchenโฆโ
Tamajon wanted to bring that sensory experience to the tabletop gaming world to create an immersive experience.
โItโs all about theater of the mind. Weโre all playing [with] our imagination. Everything about tabletop gaming is all about the imagination. So I think that what weโre offering is vastly different from, you know, what a regular candle has to offer. Because weโre trying to build a world around it and the world thatโs in your mind.โ
ITโS OKAY TO START SMALL UNTIL YOU BUILD A BASE
It started with a love of gaming. Tamajon even met his wife at his first gaming table.
The idea to turn it into a full-fledged business came about organically.
โAt first, it just kind of started off as, โHey, letโs just make it for fun for ourselves.โโ
Then, with a $75 investment for their first candle kit, the business started in their kitchen.
โBut it was just a blank candle. No label. No logo. I was just passing it around to friends and saying, โLook how good this smells!โโ
For the longest time, the Tamajons kept a dedicated space in their living room for their business.
The business grew and they rented out a 300 square foot space.
Once the business grew even more, they went to their current retail location in Winter Park.
INSPIRATION AND ENTREPRENEURIAL EDUCATION CAN COME FROM DIFFERENT SOURCES
It was a process. But Tamajon learned not just from mentors and books like John C. Maxwellโs โThe 21 Indispensable Qualities of a Leader.โ
He learned by analyzing real businesses critically.
โIโm an avid nerd. So I go to a lot of conventions. I see a lot of different kinds of business models. I see a lot of different kind of people making a whole slew of products. And I try to find gaps into what they are not offering, and why are they not offering it. And how can I offer it in a meaningful way thatโs going to make people look at this product and say, โI want that in my life?โโ
Now, the world of scented candles and tabletop gaming is Tamajonโs life and livelihood.
โIt was a great way for us to connect, once again, at the table with our friends and our family. And, you know, I was just trying to find ways to enhance that experience in some shape or form. Thatโs kind of how we got into the whole candle thing. Just from one nerd thing to another.โ
INDUSTRY:ย Scentedย Candles and Tabletop Gaming
STARTED BUSINESS:ย Jan. 1, 2019
LATINO CONNECTION:
Dad is Cuban
Mom is Honduran
EDUCATION:ย The Art Institute of Miami (now known as the Miami International University of Art & Design) - Bachelorโs degree in Computer Animation
DREAM JOB AS A KID: โI remember seeing a behind-the-scenes DVD of one of my favorite games when I was 13 years old. And I saw voice acting. And I was, like, I would love to be able to have my voice on a microphone one day and just really act it without ever having to be on stage. I love thatโฆ and I thought I was going to make video games and be in video games as a voice. Thatโs what I wanted to do almost my whole life.โ
BIGGEST GOAL YET: โSo, right now, Iโm working with a lot of fantastic companies to grow this company. I have my conventionโฆ that I host every year (Note: Itโs called Quest Con Orlando). I would love to be able to build a community-driven location, like a board game cafรฉ here in Orlando, where familiesโฆ can take all their kids and just have a nice bite to eat and some coffee. And then, after that, I would love to just spend my 40s as a venture capitalist and help other people build small businesses.โ
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