Car accessories entrepreneur Jayson Siu experienced unexpected success when his products went viral on TikTok. In October 2021, a video featuring his LED-lined rearview mirror garnered significant attention, resulting in $12,000 in sales on a single day. Siu, then a student at the University of Hawaii, faced the challenge of fulfilling the orders, resorting to printing and cutting labels by hand for hours. Another one of his videos, showcasing an LED-backed light-up sticker, also went viral, accumulating over 9 million views. This video generated $38,000 in revenue within 24 hours.
According to documents reviewed by Make It, Siu’s business, Invalid.jp, generated $512,000 in revenue in 2022, surpassing those figures this year. Approximately 30% of these earnings translate into profit. What initially began as a side hustle is now a full-time commitment for Siu, who works at least 40 hours a week alongside his college studies. Initially operating from his parents’ apartment, Siu eventually rented a warehouse to accommodate the growing demand for his products.
Siu’s journey began during his senior year of high school while working for a valet company. Seeking additional income to purchase car accessories, he capitalized on the popularity of stickers among his peers. Siu invested $300 from a previous side hustle into a vinyl printer, selling these stickers for $3 to $5 each through Snapchat. As he aimed to sell more lucrative products, he stumbled upon an LED-backlit rearview mirror on Instagram. Inspired to become a seller, Siu purchased a $20 mirror from a Chinese factory and customized it by adding LED lights and his popular sticker, displaying the phrase “drive safe.” By replacing the glass, the backlit sticker became visible.
Encouraged by a friend, Siu turned to TikTok to boost sales. Initially, online advertising through platforms like Snapchat, YouTube, and Twitter proved unfruitful, leading Siu to focus on TikTok, Google, Facebook, and Instagram. His marketing campaigns improved, and he expanded his product range to include cupholders, visors, and license plates, which he purchased wholesale, customized, and resold for profit. However, his most sought-after products remained stickers and LED mirrors, prompting him to create customizable light-up stickers by combining these two items. Siu advises against using the stickers while driving.
Achieving viral success brings lucrative results for Siu, while social media ads help maintain steady cash flow throughout the year. To balance his business and college commitments, Siu schedules most of his classes before noon, dedicating the rest of the day to Invalid.jp. The warehouse, costing $1,500 per month, allowed him to upgrade to a larger vehicle, a Toyota 4Runner SUV, reducing trips to the post office for shipping. Siu receives assistance from his mother, girlfriend, and recently hired contractors for filming and editing TikTok videos.
Siu acknowledges the challenge of maintaining a work-life balance. He recognizes that there aren’t enough hours in a day to fully engage in his highly lucrative business while leading a traditional college student life. At present, his focus lies with his business. However, Siu envisions a future where he can hire more personnel, reducing his involvement in the warehouse and providing more time for leisure with family and friends at the beach. Exploring additional side hustle ideas with online acquaintances, Siu aims to find the optimal solution to achieve this desired balance.
In conclusion, Jayson Siu’s journey as an entrepreneur highlights the impact of social media, marketing strategies, and the challenges of managing a successful business alongside college studies. Siu’s ability to adapt and grow his business has allowed him to capitalize on the virality of his products, transforming his side hustle into a thriving enterprise with a promising future.
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