Cristina Ashbaugh and Kelly McGee, the co-founders of Yardsale, a design-driven ski pole brand based in San Francisco, have seen remarkable success with their side hustle. In its first month, the business generated $100,000 in sales, and by the end of its first year, it reached $300,000 in revenue despite having a ski season of only four months. This Side Hustle Spotlight Q&A delves into their journey, highlighting key insights and strategies that have contributed to their rapid growth.
The inspiration for Yardsale stemmed from Cristina’s personal experience as a lifelong skier. Frustrated by the lack of aesthetically pleasing and innovative ski pole options in the market, she envisioned creating a brand that would offer beautifully designed poles for recreational skiers. This vision led to the development of a modular ski pole system that allowed customers to mix and match components, setting Yardsale apart from traditional ski pole brands.
The initial steps taken to bring Yardsale to life involved extensive research and product validation. Cristina reached out to skiers to understand their preferences and pain points related to ski poles. This feedback highlighted the lack of brand recognition and differentiation in the market, paving the way for Yardsale to create a unique value proposition. Additionally, the duo invested time in designing and prototyping the ski poles, overcoming challenges such as integrating magnets and reimagining the assembly process.
To drive awareness and sales, Yardsale adopted unconventional marketing strategies, such as investing in subway advertising in New York City. This bold move paid off, attracting attention from retailers and media outlets. By focusing on earned media and word-of-mouth marketing, the brand successfully connected with its target audience of recreational skiers, steering clear of traditional influencer partnerships.
The rapid success of Yardsale underscored the potential for it to evolve into a full-time business. The founders recognized the strong product-market fit early on, leading them to transition from their stable day jobs to dedicate themselves fully to Yardsale. This leap of faith enabled them to capitalize on the positive momentum and expand their direct-to-consumer sales while venturing into wholesale partnerships for further growth.
Today, Yardsale continues to thrive, with a 180% increase in DTC sales compared to its first season. The brand’s focus on product innovation, unique marketing tactics, and customer engagement has fueled its growth trajectory. Cristina and Kelly find fulfillment in creating products that resonate with their audience and evoke a sense of excitement and satisfaction among users.
For aspiring entrepreneurs looking to start their own successful side hustles or full-time businesses, Cristina and Kelly offer valuable advice. They emphasize the importance of conducting thorough research, identifying product-market fit, and staying lean to ensure long-term profitability. By staying true to their vision, embracing challenges, and prioritizing customer satisfaction, Yardsale serves as a testament to the power of innovation and perseverance in the entrepreneurial journey.
