Scale for Success by Cavelle Jan;

Author:Cavelle, Jan;
Language: eng
Format: epub
Publisher: Bloomsbury Publishing Plc

17

How to Create Golden Content

George Sullivan, The Sole Supplier

george’s story

Catching up with George Sullivan, I started by asking him how the filming had gone at ComplexCon in LA during the last couple of weeks. He countered that he had been back a week and had just been working on a podcast with David Beckham, discussing which trainers Beckham has preferred over the years. One of the many great things about George is that he still thinks it’s incredibly cool to be doing podcasts with David Beckham and isn’t embarrassed to say so. For someone living what many would see as an outlandishly glamorous life among the famous and socially influential, George is down to earth, super helpful and downright nice.

I was intrigued to find out how he used an English A-level and a love of writing to get to where he is. George grew up in south-east London. His father had a traditional print business, which had failed due to the arrival of digital printing. They were, and still are, a very close family. From his teens, George aimed to have his own business of some sort.

George took a job to keep the money coming in, first as a digital media consultant and then in recruitment. His first business was called Explore My Property, which provided videos of high-end properties that needed additional visual aid to show them off. That was more than 10 years ago and he was just fractionally ahead of the game with the concept. Now, using video to sell properties is mainstream.

After that, George had lots of side hustles going on. He bought designer gear and vintage clothing from charity shops to sell on. George had a passion for shoes and started queuing up for new releases. Seeing that the latest fashion brands sold out within hours and could be re-sold at twice the price, he took to buying two or three pairs at a time and selling the spares every week.

Recruitment began to pall and George decided to start an online business of some sort. He stopped drinking and going out, and spent his time reading every business book he could lay his hands on, especially soaking up everything he could about web design and digital marketing. The shoe re-sale business was bringing in some extra cash, but he was finding it frustrating to find out when and where the big new releases would be. Talking to others with the same passion, he discovered it was a common problem: he had spotted a gap in the market.

In 2013, he set up a website called The Sole Supplier. He would write the blogs in his bedroom before going to work or spend his lunch hour doing them. Working from the computer in his parents’ study, he built the original website on WordPress. It shared the latest news about trainers, especially when and where people could buy the newest, hottest releases. His overheads were low and he was able to fund everything himself, which was to become more and more critical as The Sole Supplier grew.

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