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<!DOCTYPE html><html lang="en"><head><title>One Couple’s Secret to Success (And It’s Nothing to Do With Products)</title><meta charSet="utf-8"/><meta name="viewport" content="width=device-width,initial-scale=1"/><meta name="robots" content="index, follow, max-image-preview:large"/><meta name="description" content="Yuliya Chernykhovskaya and Mike Pavlou are doing things differently. This entrepreneurial couple from New Jersey are the owners of an accessories ecommerce store, built using the dropshipping business model. Click to find out the secret behind their success."/><meta property="og:type" content="website"/><meta property="og:site_name" content="Oberlo"/><meta property="og:title" content="One Couple’s Secret to Success (And It’s Nothing to Do With Products)"/><meta property="og:description" content="Yuliya Chernykhovskaya and Mike Pavlou are doing things differently. 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mt-6 md:flex-row"><span><span class="text-label font-sans uppercase lg:text-size-xs">Article </span>by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><meta itemProp="url" content="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/159308894-Venetia Anderson.png"/><span itemProp="name">Venetia Anderson</span></span></span><span class="mx-4 w-1 h-1 bg-gray-90 rounded-full hidden md:block"></span><time dateTime="Sun Mar 20 2022 18:36:24 GMT+0000 (Coordinated Universal Time)">20 Mar, 2022</time></div><div><nav id="toc" class="mt-[20vh] pt-12 overflow-hidden w-full fixed bottom-0 left-0 bg-white transition-transform duration-300 ease-out z-50 toc lg:overflow-visible lg:transform-none lg:top-0 lg:max-w-md lg:bg-opacity-0 lg:max-h-screen lg:pointer-events-none translate-y-[calc(100%-48px)]" aria-label="Post contents"><button class="fixed top-0 w-full h-12 flex justify-between items-center text-blue-10 bg-gray-10 z-10 shadow toc-trigger lg:text-gray-70 lg:w-auto ease-in duration-300 transition-colors hover:text-blue-10 lg:bg-white lg:text-gray-70 lg:absolute lg:pointer-events-auto"><figure class="w-8 h-8 mx-6 flex justify-center items-center"><svg width="20" height="20" viewBox="0 0 20 20" xmlns="http://www.w3.org/2000/svg" class="fill-current"><path d="M3.349 8h1.474V.954h-1.47L1.534 2.22v1.328L3.26 2.346h.088V8zM.912 13.093H2.28c0-.689.45-1.172 1.167-1.172.689 0 1.09.459 1.09 1.035 0 .488-.191.81-1.07 1.665L.996 17.01V18h5.082v-1.186H2.982v-.088l1.465-1.397c1.172-1.113 1.533-1.68 1.533-2.505 0-1.186-.957-2.05-2.45-2.05-1.544 0-2.618.947-2.618 2.319z"></path><rect x="8" y="2" width="12" height="2" rx="1"></rect><rect x="8" y="8" width="12" height="2" rx="1"></rect><rect x="8" y="14" width="12" height="2" rx="1"></rect></svg></figure><div class="flex-1 text-left mr-6 text-label font-sans uppercase lg:text-size-xs">Post content</div><div class="w-8 h-8 mr-6 flex justify-center items-center hidden"><svg width="20" height="20" viewBox="0 0 20 20" fill="#04042D" xmlns="http://www.w3.org/2000/svg" class=""><path d="M10 8.586l4.293-4.293a1 1 0 111.414 1.414L11.414 10l4.293 4.293a1 1 0 01-1.414 1.414L10 11.414l-4.293 4.293a1 1 0 01-1.414-1.414L8.586 10 4.293 5.707a1 1 0 011.414-1.414L10 8.586z"></path></svg></div></button><div class="overflow-y-auto scrolling-touch shadow-md transition duration-300 ease-out bg-white toc-headlines max-h-[calc(100vh-35vh)] lg:pointer-events-auto lg:max-h-full lg:translate-x-[-100%]"><ol class="pb-6 list-none"></ol></div></nav><div class="fixed inset-0 m-0 bg-black bg-opacity-75 md:hidden z-40 toc-overlay hidden"></div></div><div class="my-12 md:px-24" id="article-content"><div class="single-post"><p>Yuliya Chernykhovskaya and Mike Pavlou are committed to doing things differently.</p> <p>This entrepreneurial couple from New Jersey are the owners of an accessories ecommerce store, built using the <a href="/blog/shopify-dropshipping-guide">dropshipping business model</a>. While building their business, they’ve made a point to ignore much of the traditional advice for dropshippers.</p> <p>And the results so far? Pretty exceptional.</p> <p>They’re only a year in, but so far they’ve had over 10,000 orders and built a band of 40,000 loyal followers across their social profiles. Oh, and I haven’t even mentioned the $200,000 they’ve made in sales revenue.</p> <p>It’s clear that whatever <a href="https://www.linkedin.com/in/yuliyac/">Yuliya</a> and Mike are doing, it’s working.</p> <p>I got them on the phone to pick their brain and discover the secrets behind their success. We spoke about their focus on people over products, the unspoken benefits of giving back, and the moments they felt like giving it all up.</p> <div id="toc_container" class="toc_transparent have_bullets"> <p class="toc_title">Post Contents</p> <ul class="toc_list"> <li><a href="#How_did_you_get_into_dropshipping">How did you get into dropshipping?</a></li> <li><a href="#Whats_this_subscription_box_business_Tell_me_more">What’s this subscription box business? Tell me more!</a></li> <li><a href="#What_was_your_motivation_for_starting_your_own_ecommerce_business">What was your motivation for starting your own ecommerce business?</a></li> <li><a href="#How_did_you_decide_on_your_product_niche">How did you decide on your product niche?</a></li> <li><a href="#Is_this_a_lesson_you_took_from_your_first_business">Is this a lesson you took from your first business?</a></li> <li><a href="#How_do_you_find_products_that_will_sell">How do you find products that will sell?</a></li> <li><a href="#Do_you_have_a_lot_of_products_in_your_store_or_only_a_few">Do you have a lot of products in your store or only a few?</a></li> <li><a href="#What_has_been_your_main_marketing_strategy">What has been your main marketing strategy?</a></li> <li><a href="#Building_a_brand_is_tricky_though_what_do_you_think_owners_should_focus_on">Building a brand is tricky though, what do you think owners should focus on?</a></li> <li><a href="#What_does_exceptional_customer_service_look_like">What does exceptional customer service look like?</a></li> <li><a href="#Do_you_remember_your_first_sale">Do you remember your first sale?</a></li> <li><a href="#Where_did_that_sale_come_from">Where did that sale come from?</a></li> <li><a href="#So_what_went_wrong_with_your_ads">So, what went wrong with your ads?</a></li> <li><a href="#What_have_been_your_proudest_moments">What have been your proudest moments?</a></li> <li><a href="#If_you_had_500_to_spend_on_marketing_where_would_you_spend_it">If you had $500 to spend on marketing, where would you spend it?</a></li> <li><a href="#Have_you_had_any_winning_campaigns">Have you had any winning campaigns?</a></li> <li><a href="#On_your_store_you_have_a_Help_Solve_Hunger_initiative_whats_this_about">On your store you have a Help Solve Hunger initiative, what’s this about?</a></li> <li><a href="#Thats_great_How_much_impact_have_you_had">That’s great! How much impact have you had?</a></li> <li><a href="#Have_you_had_any_big_challenges_along_the_way">Have you had any big challenges along the way?</a></li> <li><a href="#Have_there_been_moments_you_felt_like_quitting">Have there been moments you felt like quitting?</a></li> <li><a href="#Do_you_have_something_that_you_say_to_yourself_to_stay_motivated">Do you have something that you say to yourself to stay motivated?</a></li> <li><a href="#What_are_your_plans_for_the_store_in_the_long_term">What are your plans for the store in the long term?</a></li> <li> <a href="#Whats_some_advice_youd_give_to_new_dropshippers">What’s some advice you’d give to new dropshippers?</a> <ul></ul> </li> <li><a href="#Want_to_Learn_More">Want to Learn More?</a></li> </ul> </div> <h2><span id="How_did_you_get_into_dropshipping">How did you get into dropshipping?</span></h2> <p><strong>Yuliya: </strong>My background is as a health coach and business consultant, but I always wanted to start dabbling in ecommerce. Last year we started a subscription box, and we liked it, but we didn’t love it, and we actually ended up selling that business.</p> <p>Then a friend mentioned to me dropshipping, and I was like, “Yes!” because the thing about ecommerce that most intimidated me was manufacturing products and holding inventory.</p> <p>With dropshipping it was so great because <a href="/blog/what-is-dropshipping">you don’t need to take care of that</a>, you just focus on marketing and sales and building the brand. That was everything I loved, so it all fell together at the right time.</p> <p><strong>Mike:</strong> Before this business, I was finishing up school – I’ve just completed my PhD. And before that, we were both working on the subscription box together.</p> <h2><span id="Whats_this_subscription_box_business_Tell_me_more">What’s this subscription box business? Tell me more!</span></h2> <p><strong>Mike: </strong>It was called NeuroBox, it was a brain focused monthly subscription box. So it was all about positive brain health, mindfulness and things like that. We had that for about six months. We sold it to someone else and it’s still operating.</p> <h2><span id="What_was_your_motivation_for_starting_your_own_ecommerce_business">What was your motivation for starting your own ecommerce business?</span></h2> <p><strong>Yuliya: </strong>I think for me, one thing that I’ve always really wanted was just to have time and <a href="/blog/digital-nomad">location freedom</a>. And what ended up happening with my coaching and more service-based businesses is that I felt like I was more “self-employed” versus being a business owner.</p> <p>I love <a href="/blog/best-inspirational-business-quotes">Tony Robbins</a>, and one of the things he talks about is being a business operator versus a business owner. When you’re a business operator, you can’t leave the business. If you leave the business, it doesn’t run. If you’re a business owner, you don’t need to be there for the business to run. That was one of the biggest drivers of me wanting to start ecommerce.</p> <p>With dropshipping I didn’t need to be there to make it run. If we wanted to, we could outsource customer service, and we could <a href="/blog/digital-nomad-jobs">outsource our social media management</a> once we’ve structured a vision and the mission for the brand.</p> <h2><span id="How_did_you_decide_on_your_product_niche">How did you decide on your product niche?</span></h2> <p><strong>Yuliya:</strong> We <a href="/blog/how-to-choose-a-niche">chose a niche</a> and a store that I already had a lot of interest in. In the past, we tended to make things over complicated, and we’d have this super advanced business plan. So I said, “Let me for once make it really easy. I like these type of accessories, and I like this type of focus, let me just combine those and turn it into a store.”</p> <p><strong>Mike:</strong> Yeah, I think that with a niche that you’re so familiar with, you’re very familiar with the language and how to reach an audience like that. You know what they’d respond to. It really helps with brand building. When you can just speak to the audience really easily, that helps a lot.</p> <h2><span id="Is_this_a_lesson_you_took_from_your_first_business">Is this a lesson you took from your first business?</span></h2> <p><strong>Yuliya: </strong>Definitely with the subscription box, we did overthink it. If we had simplified it a little bit more, it would have been a lot easier to market. We tried to speak to a lot of different people and ended up speaking to nobody. With the store we have now, we’re speaking to a very specific type of person. In a way, the less people you try to speak to, the more people you end up attracting. A simple message makes the marketing a lot easier, and it makes scaling a lot easier.</p> <h2><span id="How_do_you_find_products_that_will_sell">How do you find products that will sell?</span></h2> <p><strong>Yuliya: </strong>We just always test products to see what our audience responds to. We run ads so we can get those results quicker and then just follow the numbers.</p> <p>Sometimes we’ll choose a product, and we’ll be like, “Oh my god it’s so cute, I really want this product to sell,” and then it doesn’t. So if it doesn’t, stop spending money on it instead of being like “Argh, I really loved this product!”</p> <p>And sometimes we’ll sell a product that I think isn’t great, but people love it, and people buy it. I think that it’s important to keep testing and really let the numbers dictate your actions, rather than your emotions. Even if a product <em>was</em> doing really well in the past, but it’s not anymore, kill it. No more.</p> <h2><span id="Do_you_have_a_lot_of_products_in_your_store_or_only_a_few">Do you have a lot of products in your store or only a few?</span></h2> <p><strong>Yuliya: </strong>Want to hear a funny story? A lot of time, the advice that I had seen was to have a lot of products in your store, so at the beginning that’s what we did.</p> <p>Then February hit, and it was <a href="/blog/chinese-new-year">Chinese New Year</a>. That was our first dropshipping Chinese New Year, and we didn’t know that everybody shuts down. So all of our suppliers, except for two of them, were gone and off the radar for three to four weeks. So our store had a significantly smaller amount of items in it, and what ended up happening was our conversion rate actually skyrocketed.</p> <p>I mean, there’s been a lot of studies in psychology that even though people say they prefer more options, they actually <em>act </em>when there are less options.</p> <p><strong>Mike:</strong> Yeah, less is more for us.</p> <p><strong>Yuliya: </strong>That’s why we add new products often, but not a crazy amount. We really test them, and if they work we keep them, and if they didn’t then we just never keep them on for longer than a few weeks.</p> <h2><span id="What_has_been_your_main_marketing_strategy">What has been your main marketing strategy?</span></h2> <p><strong>Yuliya: </strong>I think a lot of dropshipping businesses feel like they have to be really winning products focused, or just products focused. For us, it’s worked to <em>not</em> be like that, and to be really <a href="/blog/brand-awareness-tips">brand</a> focused, really people focused. For us, it’s first about creating content and a brand that people love, and to say “Hey and by the way, these are our products, and they just so happen to be dropshipped.”</p> <p>With this style of business we’ve created, we could do dropshipping, or private label, or manufacture our own products. It doesn’t really matter because we lead with the brand. That definitely gives the business more value and longevity.</p> <h2><span id="Building_a_brand_is_tricky_though_what_do_you_think_owners_should_focus_on">Building a brand is tricky though, what do you think owners should focus on?</span></h2> <p><strong>Yuliya: </strong>I think there are two main things. Number one is to define what the vision is for the brand. What is the one single message that our audience can really resonate with? That’s number one.</p> <p>I think number two is, and I’m graphically challenged so I’m surprised that I’m saying this, is to have a visually coherent brand. Having the same colors everywhere, the same font everywhere. That looks really professional. I think that builds trust right away. If you have a brand that doesn’t look seamless and put together, I think that kills you right there.</p> <p><strong>Mike:</strong> I would say really good <a href="/blog/customer-service">customer service</a> is a huge thing. We get the most raving fans when we do something that’s very over the top customer service. That’s when we get the biggest repeat buyers. They end up telling their friends, and it ends up becoming much more of a brand and not just a store.</p> <p><strong>Yuliya: </strong>Yeah, we’re really relationship focused. From our customer service to our funnels – our welcome sequences and our abandoned cart sequences. We really try to focus on building relationships. Which seems counterintuitive for a product based brand, but because of that our conversion rate is through the roof. 9% of our <a href="/ebooks/get-sales-dropshipping/abandoned-cart">abandoned carts</a> are recovered, and we’ve been as high as 15%. Our conversion rate on our site can be between 5-8%. The industry standard is a little less than 2% I think. And those figures, that’s honestly just a side effect of all the stuff we do to build that brand loyalty.</p> <p style="text-align: center;"><em><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603966841-conversio-rate.jpg" alt="conversion rates for ecommerce store" width="1290" height="412">Thanks to a focus on great customer service and targeting engaged audiences, Yuliya and Mike have seen their conversion rate grow and grow. </em></p> <h2><span id="What_does_exceptional_customer_service_look_like">What does exceptional customer service look like?</span></h2> <p><strong>Yuliya: </strong>We really try to make a customer feel heard. Let’s say an item arrives broken, we would say something like, <em>“I’m so sorry. I completely understand. If I were in your place, I would feel the same way. Could we make this better? Thank you for coming to us, so we have the chance to make it better.”</em></p> <p>Either way, in that situation you could send a replacement item. But how are you going about sending that replacement item and really understanding where that customer is coming from?</p> <p>A lot of time with an angry customer, business owners get scared or angry or annoyed, but it’s an opportunity to make things right. How you respond to that conflict it really paves the way for future relationships. We have so many <a href="/blog/customer-retention">repeat customers</a> from orders that didn’t go so smoothly</p> <h2><span id="Do_you_remember_your_first_sale">Do you remember your first sale?</span></h2> <p><strong>Yuliya: </strong>I do remember, and I was terrified because it was a bigger order. Plus, everything went wrong! Her order got delayed, then it arrived broken. Then I tried to give her a gift card to make it better, and the gift card wasn’t working. I was like, “Oh man, what am I getting myself into?” But luckily, as soon as that first sale happened, I got a lot more that went smoothly.</p> <p><strong>Mike:</strong> Yeah the first sale was not great. [laughs]</p> <h2><span id="Where_did_that_sale_come_from">Where did that sale come from?</span></h2> <p><strong>Yuliya: </strong>It was from <a href="/blog/the-beginners-guide-to-facebook-advertising">Facebook ads</a>. Which I spent way too much money on for the first two months, and didn’t profit much because of that. But I think that helped a lot in figuring out what <em>didn’t</em> work quickly.</p> <h2><span id="So_what_went_wrong_with_your_ads">So, what went wrong with your ads?</span></h2> <p><strong>Yuliya: </strong>I think the biggest issues was that I was very trigger happy. If I woke up and saw that overnight an ad did really well, I’d RAISE the budget. And then the next day saw that it did badly and I’d completely kill the budget. And with the <a href="/blog/facebook-algorithm-change">Facebook algorithm</a> that doesn’t work so well. That’s why Mike and I are really great together. Because he’s like, “Let’s be patient, let the algorithm understand the ads.” Now we give it at least three to seven days to gauge the performance of an ad before we kill it or scale it.</p> <h2><span id="What_have_been_your_proudest_moments">What have been your proudest moments?</span></h2> <p><strong>Mike:</strong> Our first $3,000 day was pretty cool.</p> <p><strong>Yuliya: </strong>I think when we hit the first 100k in revenue, that was pretty huge.</p> <p><strong>Mike:</strong> And when we had 10,000th customer, that was crazy.</p> <p><strong>Yuliya: </strong>I think more than that, it’s little moments, but when people message us saying, “Oh my god, I love what I received!” That makes it all worth it. A lot of time when you get emails from someone, it’s not from happy customers, so when you do get emails from happy customers, it’s really nice.</p> <p> </p> <p><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603966840-email-3.jpg" alt="Email Marketing" width="880" height="250"></p> <p> </p> <h2><span id="If_you_had_500_to_spend_on_marketing_where_would_you_spend_it">If you had $500 to spend on marketing, where would you spend it?</span></h2> <p><strong>Yuliya: </strong>Oh, good question! I would spend it all on Facebook ads, but around half that money I would spend on creating <a href="/blog/create-content-strategy">content marketing</a> and running ads to that. Not just running ads to products, but content that engages our audience, that warms them up, that familiarises them with our ad. Then I’d run product ads to that already warmed up audience, because they trust us, so the conversions would be a lot cheaper.</p> <h2><span id="Have_you_had_any_winning_campaigns">Have you had any winning campaigns?</span></h2> <p><strong>Yuliya: </strong>Actually it’s mostly been stable. We have our set of products that always do well. We haven’t had any of those “winning products” that in one month make like $80,000 and then die. We’re not really a fad brand. We have just classic items that are good for anyone, any time of year. They’re not trends, they’re just normal products. We’re just pretty stable, which for my sanity is better.</p> <p><strong>Mike: </strong>Agreed. [laughs]</p> <h2><span id="On_your_store_you_have_a_Help_Solve_Hunger_initiative_whats_this_about">On your store you have a <em>Help Solve Hunger</em> initiative, what’s this about?</span></h2> <p><strong>Yuliya: </strong>We’re really big on giving back. So with every single purchase that’s made, we donate a meal to <a href="https://www.feedingamerica.org/">Feeding America</a>. We find that it always helps us drive the business forward.</p> <p>Also, when the business isn’t motivating us, when the products aren’t motivating us, giving back <em>always</em> motivates us. Our customers love it as well, because it makes them feel good when they purchase from us, because they know that their purchase is giving back.</p> <h2><span id="Thats_great_How_much_impact_have_you_had">That’s great! How much impact have you had?</span></h2> <p><strong>Mike:</strong> It’s been I guess 11,000 customers that we’ve had so far, right? So that’s how many meals have been donated.</p> <h2><span id="Have_you_had_any_big_challenges_along_the_way">Have you had any big challenges along the way?</span></h2> <p><strong>Mike:</strong> It’s always a challenge, every day. <a href="/blog/dropshipping-suppliers">Finding good suppliers</a> is huge. You run through some bad suppliers early on. Finding products from suppliers that are receptive to working with you, that will respond quickly, and will stand behind the products that they are selling to you has definitely been key.</p> <p><strong>Yuliya: </strong>For me, I’m a huge control freak when it comes to business, so coming into dropshipping I knew that I would have to let go of a lot of control because I wasn’t making the products. So that to me was seemingly the biggest challenge coming in. It’s still kind of the biggest challenge for me.</p> <p>For example, with our subscription box, if a customer had an issue, we had the boxes, we had the products right at our place, we could easily take of it. But here you don’t have that control. As a business owner, it’s an amazing thing to learn, to let go of your control, but it’s certainly been challenging when you want to have a perfect business.</p> <h2><span id="Have_there_been_moments_you_felt_like_quitting">Have there been moments you felt like quitting?</span></h2> <p><strong>Mike: </strong>Oh, certainly.</p> <p><strong>Yuliya:</strong> Yeah, certainly<strong>. </strong>We had one product that did really well for us, and we were like, “Yes! This is amazing, no one else is selling it!” And then the twenty days passed when everyone started receiving their products, and they <em>all</em> came broken. To the point where the supplier even stopped selling the product. That for us was so hard because it was so many more hours of customer support and refunds. And it was something that was so out of our control.</p> <p><strong>Mike: </strong>After that, it was about trying to rebuild trust.</p> <p><strong>Yuliya:</strong> Yeah, at that point we hit a rough patch because we were just like, “We just want to make people happy, not pissed off!”</p> <h2><span id="Do_you_have_something_that_you_say_to_yourself_to_stay_motivated">Do you have something that you say to yourself to stay motivated?</span></h2> <p><strong> </strong><strong>Mike: </strong>We always say to each other, “We will figure this out!”</p> <p><strong>Yuliya: </strong>Yeah, we always stay solutions focused. My biggest thing is that we’re human, and I let myself be upset. I know that as soon as I’m done, I’m going to figure it out.</p> <p>We always talk about the ‘breakdown before breakthrough.’ Right when you’re about to go to the next level, shit hits the fan. At least for me, it’s always like this! There’s never a breakthrough without a breakdown first. So in a weird messed up way, we can kind of enjoy the breakdown, because it sucks right now but we know it’s going to take us to the next level. We’re going to learn something from this. It’s going to help us scale.</p> <h2><span id="What_are_your_plans_for_the_store_in_the_long_term">What are your plans for the store in the long term?</span></h2> <p><strong>Yuliya: </strong>Our plan right now is to keep growing it, and keep scaling it. We’re replicating its success with two more stores.</p> <p>We’ve also decided we want to start an ads agency as well. We’ve been so in the trenches with ads and Google Adwords, Pinterest ads, Facebook ads, Instagram ads, that we want to help other local business owners.</p> <h2><span id="Whats_some_advice_youd_give_to_new_dropshippers">What’s some advice you’d give to new dropshippers?</span></h2> <p><strong> </strong><strong>Yuliya: </strong>I think the biggest advice in terms of actionable steps, is if you’re starting from square one, learn about branding and marketing <em>first</em>, and dropshipping second. Because I find that people who just learn dropshipping, they’re not as sustainable or successful as people who really build a strong brand that their audience can trust.</p> <p>Have that motivation about <em>why</em> you want to do it. If you’re just doing it for money there’s much easier ways I think to make money. I don’t think dropshipping will help you get rich overnight like a lot of people say.</p> <p>I always say, “I would never wish anyone to be an entrepreneur, unless you <em>really</em> want to do it.” So if you <em>really</em> want to do it, find your reason why, whether it’s location freedom, wanting to provide for your family or whatever. Connect with that mission every day, because you are going to have shit hit the fan and that’s what is going to get you through.</p> <p><strong>Mike: </strong>Start slow, in a sense that it’s better for everything to be done well than it for to be done quickly. Make sure that things look nice and professional. Make sure that everything between your home screen, your ads, and your audience is polished. Make sure things are spelled correctly. Don’t be overly gimmicky, don’t have so many pop-ups. Just having a nice looking store is important.</p> <p><strong>Yuliya: </strong>That’s the golden rule, right? Treat others like you want to be treated. Create a store that you personally would want to shop in.</p> <h2><img src="https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603966840-1-2.jpg" alt="Yuliya and Mike" width="880" height="763"></h2> <h3><span id="Follow_your_passions_with_your_own_ecommerce_business_Sign_up_for_Oberlo_today">Follow your passions with your own ecommerce business. <a href="https://www.shopify.com/free-trial?term=shopify%20sign%20up" target="_blank" rel="noopener">Sign up for Shopify today.</a></span></h3> <h2><span id="Want_to_Learn_More">Want to Learn More?</span></h2> <ul> <li><a href="/blog/mindset-successful-entrepreneur">An Inside Look at the Mindset of a Successful Entrepreneur</a></li> <li><a href="/blog/side-hustle-into-travel">How to Turn a Side-Hustle Into an Adventure Around the World </a></li> <li><a href="/blog/how-i-made-4500-in-9-weeks-selling-phone-cases">How I Made $4,558.03 in 9 Weeks Selling Phone Case</a></li> <li><a href="/blog/how-to-start-a-dropshipping-business">How to Start 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Products)","publishedAt":"2024-05-02T10:36:30Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0840/8370/3830/articles/1603966841-880x450.jpg?v=1714646191","altText":null},"tags":["key:blog","locale:en","starter-stories","stories"],"contentHtml":"\u003cp\u003eYuliya Chernykhovskaya and Mike Pavlou are committed to doing things differently.\u003c/p\u003e\n\u003cp\u003eThis entrepreneurial couple from New Jersey are the owners of an accessories ecommerce store, built using the \u003ca href=\"/blog/shopify-dropshipping-guide\"\u003edropshipping business model\u003c/a\u003e. While building their business, they’ve made a point to ignore much of the traditional advice for dropshippers.\u003c/p\u003e\n\u003cp\u003eAnd the results so far? Pretty exceptional.\u003c/p\u003e\n\u003cp\u003eThey’re only a year in, but so far they’ve had over 10,000 orders and built a band of 40,000 loyal followers across their social profiles. Oh, and I haven’t even mentioned the $200,000 they’ve made in sales revenue.\u003c/p\u003e\n\u003cp\u003eIt’s clear that whatever \u003ca href=\"https://www.linkedin.com/in/yuliyac/\"\u003eYuliya\u003c/a\u003e and Mike are doing, it’s working.\u003c/p\u003e\n\u003cp\u003eI got them on the phone to pick their brain and discover the secrets behind their success. We spoke about their focus on people over products, the unspoken benefits of giving back, and the moments they felt like giving it all up.\u003c/p\u003e\n\u003cdiv id=\"toc_container\" class=\"toc_transparent have_bullets\"\u003e\n \u003cp class=\"toc_title\"\u003ePost Contents\u003c/p\u003e\n \u003cul class=\"toc_list\"\u003e\n \u003cli\u003e\u003ca href=\"#How_did_you_get_into_dropshipping\"\u003eHow did you get into dropshipping?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Whats_this_subscription_box_business_Tell_me_more\"\u003eWhat’s this subscription box business? Tell me more!\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#What_was_your_motivation_for_starting_your_own_ecommerce_business\"\u003eWhat was your motivation for starting your own ecommerce business?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#How_did_you_decide_on_your_product_niche\"\u003eHow did you decide on your product niche?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Is_this_a_lesson_you_took_from_your_first_business\"\u003eIs this a lesson you took from your first business?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#How_do_you_find_products_that_will_sell\"\u003eHow do you find products that will sell?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Do_you_have_a_lot_of_products_in_your_store_or_only_a_few\"\u003eDo you have a lot of products in your store or only a few?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#What_has_been_your_main_marketing_strategy\"\u003eWhat has been your main marketing strategy?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Building_a_brand_is_tricky_though_what_do_you_think_owners_should_focus_on\"\u003eBuilding a brand is tricky though, what do you think owners should focus on?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#What_does_exceptional_customer_service_look_like\"\u003eWhat does exceptional customer service look like?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Do_you_remember_your_first_sale\"\u003eDo you remember your first sale?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Where_did_that_sale_come_from\"\u003eWhere did that sale come from?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#So_what_went_wrong_with_your_ads\"\u003eSo, what went wrong with your ads?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#What_have_been_your_proudest_moments\"\u003eWhat have been your proudest moments?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#If_you_had_500_to_spend_on_marketing_where_would_you_spend_it\"\u003eIf you had $500 to spend on marketing, where would you spend it?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Have_you_had_any_winning_campaigns\"\u003eHave you had any winning campaigns?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#On_your_store_you_have_a_Help_Solve_Hunger_initiative_whats_this_about\"\u003eOn your store you have a Help Solve Hunger initiative, what’s this about?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Thats_great_How_much_impact_have_you_had\"\u003eThat’s great! How much impact have you had?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Have_you_had_any_big_challenges_along_the_way\"\u003eHave you had any big challenges along the way?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Have_there_been_moments_you_felt_like_quitting\"\u003eHave there been moments you felt like quitting?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Do_you_have_something_that_you_say_to_yourself_to_stay_motivated\"\u003eDo you have something that you say to yourself to stay motivated?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#What_are_your_plans_for_the_store_in_the_long_term\"\u003eWhat are your plans for the store in the long term?\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\n\u003ca href=\"#Whats_some_advice_youd_give_to_new_dropshippers\"\u003eWhat’s some advice you’d give to new dropshippers?\u003c/a\u003e\n \u003cul\u003e\u003c/ul\u003e\n \u003c/li\u003e\n \u003cli\u003e\u003ca href=\"#Want_to_Learn_More\"\u003eWant to Learn More?\u003c/a\u003e\u003c/li\u003e\n \u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2\u003e\u003cspan id=\"How_did_you_get_into_dropshipping\"\u003eHow did you get into dropshipping?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eMy background is as a health coach and business consultant, but I always wanted to start dabbling in ecommerce. Last year we started a subscription box, and we liked it, but we didn’t love it, and we actually ended up selling that business.\u003c/p\u003e\n\u003cp\u003eThen a friend mentioned to me dropshipping, and I was like, “Yes!” because the thing about ecommerce that most intimidated me was manufacturing products and holding inventory.\u003c/p\u003e\n\u003cp\u003eWith dropshipping it was so great because \u003ca href=\"/blog/what-is-dropshipping\"\u003eyou don’t need to take care of that\u003c/a\u003e, you just focus on marketing and sales and building the brand. That was everything I loved, so it all fell together at the right time.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMike:\u003c/strong\u003e Before this business, I was finishing up school – I’ve just completed my PhD. And before that, we were both working on the subscription box together.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Whats_this_subscription_box_business_Tell_me_more\"\u003eWhat’s this subscription box business? Tell me more!\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eMike: \u003c/strong\u003eIt was called NeuroBox, it was a brain focused monthly subscription box. So it was all about positive brain health, mindfulness and things like that. We had that for about six months. We sold it to someone else and it’s still operating.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"What_was_your_motivation_for_starting_your_own_ecommerce_business\"\u003eWhat was your motivation for starting your own ecommerce business?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eI think for me, one thing that I’ve always really wanted was just to have time and \u003ca href=\"/blog/digital-nomad\"\u003elocation freedom\u003c/a\u003e. And what ended up happening with my coaching and more service-based businesses is that I felt like I was more “self-employed” versus being a business owner.\u003c/p\u003e\n\u003cp\u003eI love \u003ca href=\"/blog/best-inspirational-business-quotes\"\u003eTony Robbins\u003c/a\u003e, and one of the things he talks about is being a business operator versus a business owner. When you’re a business operator, you can’t leave the business. If you leave the business, it doesn’t run. If you’re a business owner, you don’t need to be there for the business to run. That was one of the biggest drivers of me wanting to start ecommerce.\u003c/p\u003e\n\u003cp\u003eWith dropshipping I didn’t need to be there to make it run. If we wanted to, we could outsource customer service, and we could \u003ca href=\"/blog/digital-nomad-jobs\"\u003eoutsource our social media management\u003c/a\u003e once we’ve structured a vision and the mission for the brand.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"How_did_you_decide_on_your_product_niche\"\u003eHow did you decide on your product niche?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya:\u003c/strong\u003e We \u003ca href=\"/blog/how-to-choose-a-niche\"\u003echose a niche\u003c/a\u003e and a store that I already had a lot of interest in. In the past, we tended to make things over complicated, and we’d have this super advanced business plan. So I said, “Let me for once make it really easy. I like these type of accessories, and I like this type of focus, let me just combine those and turn it into a store.”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMike:\u003c/strong\u003e Yeah, I think that with a niche that you’re so familiar with, you’re very familiar with the language and how to reach an audience like that. You know what they’d respond to. It really helps with brand building. When you can just speak to the audience really easily, that helps a lot.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Is_this_a_lesson_you_took_from_your_first_business\"\u003eIs this a lesson you took from your first business?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eDefinitely with the subscription box, we did overthink it. If we had simplified it a little bit more, it would have been a lot easier to market. We tried to speak to a lot of different people and ended up speaking to nobody. With the store we have now, we’re speaking to a very specific type of person. In a way, the less people you try to speak to, the more people you end up attracting. A simple message makes the marketing a lot easier, and it makes scaling a lot easier.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"How_do_you_find_products_that_will_sell\"\u003eHow do you find products that will sell?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eWe just always test products to see what our audience responds to. We run ads so we can get those results quicker and then just follow the numbers.\u003c/p\u003e\n\u003cp\u003eSometimes we’ll choose a product, and we’ll be like, “Oh my god it’s so cute, I really want this product to sell,” and then it doesn’t. So if it doesn’t, stop spending money on it instead of being like “Argh, I really loved this product!”\u003c/p\u003e\n\u003cp\u003eAnd sometimes we’ll sell a product that I think isn’t great, but people love it, and people buy it. I think that it’s important to keep testing and really let the numbers dictate your actions, rather than your emotions. Even if a product \u003cem\u003ewas\u003c/em\u003e doing really well in the past, but it’s not anymore, kill it. No more.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Do_you_have_a_lot_of_products_in_your_store_or_only_a_few\"\u003eDo you have a lot of products in your store or only a few?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eWant to hear a funny story? A lot of time, the advice that I had seen was to have a lot of products in your store, so at the beginning that’s what we did.\u003c/p\u003e\n\u003cp\u003eThen February hit, and it was \u003ca href=\"/blog/chinese-new-year\"\u003eChinese New Year\u003c/a\u003e. That was our first dropshipping Chinese New Year, and we didn’t know that everybody shuts down. So all of our suppliers, except for two of them, were gone and off the radar for three to four weeks. So our store had a significantly smaller amount of items in it, and what ended up happening was our conversion rate actually skyrocketed.\u003c/p\u003e\n\u003cp\u003eI mean, there’s been a lot of studies in psychology that even though people say they prefer more options, they actually \u003cem\u003eact \u003c/em\u003ewhen there are less options.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMike:\u003c/strong\u003e Yeah, less is more for us.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eThat’s why we add new products often, but not a crazy amount. We really test them, and if they work we keep them, and if they didn’t then we just never keep them on for longer than a few weeks.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"What_has_been_your_main_marketing_strategy\"\u003eWhat has been your main marketing strategy?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eI think a lot of dropshipping businesses feel like they have to be really winning products focused, or just products focused. For us, it’s worked to \u003cem\u003enot\u003c/em\u003e be like that, and to be really \u003ca href=\"/blog/brand-awareness-tips\"\u003ebrand\u003c/a\u003e focused, really people focused. For us, it’s first about creating content and a brand that people love, and to say “Hey and by the way, these are our products, and they just so happen to be dropshipped.”\u003c/p\u003e\n\u003cp\u003eWith this style of business we’ve created, we could do dropshipping, or private label, or manufacture our own products. It doesn’t really matter because we lead with the brand. That definitely gives the business more value and longevity.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Building_a_brand_is_tricky_though_what_do_you_think_owners_should_focus_on\"\u003eBuilding a brand is tricky though, what do you think owners should focus on?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eI think there are two main things. Number one is to define what the vision is for the brand. What is the one single message that our audience can really resonate with? That’s number one.\u003c/p\u003e\n\u003cp\u003eI think number two is, and I’m graphically challenged so I’m surprised that I’m saying this, is to have a visually coherent brand. Having the same colors everywhere, the same font everywhere. That looks really professional. I think that builds trust right away. If you have a brand that doesn’t look seamless and put together, I think that kills you right there.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMike:\u003c/strong\u003e I would say really good \u003ca href=\"/blog/customer-service\"\u003ecustomer service\u003c/a\u003e is a huge thing. We get the most raving fans when we do something that’s very over the top customer service. That’s when we get the biggest repeat buyers. They end up telling their friends, and it ends up becoming much more of a brand and not just a store.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eYeah, we’re really relationship focused. From our customer service to our funnels – our welcome sequences and our abandoned cart sequences. We really try to focus on building relationships. Which seems counterintuitive for a product based brand, but because of that our conversion rate is through the roof. 9% of our \u003ca href=\"/ebooks/get-sales-dropshipping/abandoned-cart\"\u003eabandoned carts\u003c/a\u003e are recovered, and we’ve been as high as 15%. Our conversion rate on our site can be between 5-8%. The industry standard is a little less than 2% I think. And those figures, that’s honestly just a side effect of all the stuff we do to build that brand loyalty.\u003c/p\u003e\n\u003cp style=\"text-align: center;\"\u003e\u003cem\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603966841-conversio-rate.jpg\" alt=\"conversion rates for ecommerce store\" width=\"1290\" height=\"412\"\u003eThanks to a focus on great customer service and targeting engaged audiences, Yuliya and Mike have seen their conversion rate grow and grow. \u003c/em\u003e\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"What_does_exceptional_customer_service_look_like\"\u003eWhat does exceptional customer service look like?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eWe really try to make a customer feel heard. Let’s say an item arrives broken, we would say something like, \u003cem\u003e“I’m so sorry. I completely understand. If I were in your place, I would feel the same way. Could we make this better? Thank you for coming to us, so we have the chance to make it better.”\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eEither way, in that situation you could send a replacement item. But how are you going about sending that replacement item and really understanding where that customer is coming from?\u003c/p\u003e\n\u003cp\u003eA lot of time with an angry customer, business owners get scared or angry or annoyed, but it’s an opportunity to make things right. How you respond to that conflict it really paves the way for future relationships. We have so many \u003ca href=\"/blog/customer-retention\"\u003erepeat customers\u003c/a\u003e from orders that didn’t go so smoothly\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Do_you_remember_your_first_sale\"\u003eDo you remember your first sale?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eI do remember, and I was terrified because it was a bigger order. Plus, everything went wrong! Her order got delayed, then it arrived broken. Then I tried to give her a gift card to make it better, and the gift card wasn’t working. I was like, “Oh man, what am I getting myself into?” But luckily, as soon as that first sale happened, I got a lot more that went smoothly.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMike:\u003c/strong\u003e Yeah the first sale was not great. [laughs]\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Where_did_that_sale_come_from\"\u003eWhere did that sale come from?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eIt was from \u003ca href=\"/blog/the-beginners-guide-to-facebook-advertising\"\u003eFacebook ads\u003c/a\u003e. Which I spent way too much money on for the first two months, and didn’t profit much because of that. But I think that helped a lot in figuring out what \u003cem\u003edidn’t\u003c/em\u003e work quickly.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"So_what_went_wrong_with_your_ads\"\u003eSo, what went wrong with your ads?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eI think the biggest issues was that I was very trigger happy. If I woke up and saw that overnight an ad did really well, I’d RAISE the budget. And then the next day saw that it did badly and I’d completely kill the budget. And with the \u003ca href=\"/blog/facebook-algorithm-change\"\u003eFacebook algorithm\u003c/a\u003e that doesn’t work so well. That’s why Mike and I are really great together. Because he’s like, “Let’s be patient, let the algorithm understand the ads.” Now we give it at least three to seven days to gauge the performance of an ad before we kill it or scale it.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"What_have_been_your_proudest_moments\"\u003eWhat have been your proudest moments?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eMike:\u003c/strong\u003e Our first $3,000 day was pretty cool.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eI think when we hit the first 100k in revenue, that was pretty huge.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMike:\u003c/strong\u003e And when we had 10,000th customer, that was crazy.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eI think more than that, it’s little moments, but when people message us saying, “Oh my god, I love what I received!” That makes it all worth it. A lot of time when you get emails from someone, it’s not from happy customers, so when you do get emails from happy customers, it’s really nice.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cp\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603966840-email-3.jpg\" alt=\"Email Marketing\" width=\"880\" height=\"250\"\u003e\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"If_you_had_500_to_spend_on_marketing_where_would_you_spend_it\"\u003eIf you had $500 to spend on marketing, where would you spend it?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eOh, good question! I would spend it all on Facebook ads, but around half that money I would spend on creating \u003ca href=\"/blog/create-content-strategy\"\u003econtent marketing\u003c/a\u003e and running ads to that. Not just running ads to products, but content that engages our audience, that warms them up, that familiarises them with our ad. Then I’d run product ads to that already warmed up audience, because they trust us, so the conversions would be a lot cheaper.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Have_you_had_any_winning_campaigns\"\u003eHave you had any winning campaigns?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eActually it’s mostly been stable. We have our set of products that always do well. We haven’t had any of those “winning products” that in one month make like $80,000 and then die. We’re not really a fad brand. We have just classic items that are good for anyone, any time of year. They’re not trends, they’re just normal products. We’re just pretty stable, which for my sanity is better.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMike: \u003c/strong\u003eAgreed. [laughs]\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"On_your_store_you_have_a_Help_Solve_Hunger_initiative_whats_this_about\"\u003eOn your store you have a \u003cem\u003eHelp Solve Hunger\u003c/em\u003e initiative, what’s this about?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eWe’re really big on giving back. So with every single purchase that’s made, we donate a meal to \u003ca href=\"https://www.feedingamerica.org/\"\u003eFeeding America\u003c/a\u003e. We find that it always helps us drive the business forward.\u003c/p\u003e\n\u003cp\u003eAlso, when the business isn’t motivating us, when the products aren’t motivating us, giving back \u003cem\u003ealways\u003c/em\u003e motivates us. Our customers love it as well, because it makes them feel good when they purchase from us, because they know that their purchase is giving back.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Thats_great_How_much_impact_have_you_had\"\u003eThat’s great! How much impact have you had?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eMike:\u003c/strong\u003e It’s been I guess 11,000 customers that we’ve had so far, right? So that’s how many meals have been donated.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Have_you_had_any_big_challenges_along_the_way\"\u003eHave you had any big challenges along the way?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eMike:\u003c/strong\u003e It’s always a challenge, every day. \u003ca href=\"/blog/dropshipping-suppliers\"\u003eFinding good suppliers\u003c/a\u003e is huge. You run through some bad suppliers early on. Finding products from suppliers that are receptive to working with you, that will respond quickly, and will stand behind the products that they are selling to you has definitely been key.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eFor me, I’m a huge control freak when it comes to business, so coming into dropshipping I knew that I would have to let go of a lot of control because I wasn’t making the products. So that to me was seemingly the biggest challenge coming in. It’s still kind of the biggest challenge for me.\u003c/p\u003e\n\u003cp\u003eFor example, with our subscription box, if a customer had an issue, we had the boxes, we had the products right at our place, we could easily take of it. But here you don’t have that control. As a business owner, it’s an amazing thing to learn, to let go of your control, but it’s certainly been challenging when you want to have a perfect business.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Have_there_been_moments_you_felt_like_quitting\"\u003eHave there been moments you felt like quitting?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eMike: \u003c/strong\u003eOh, certainly.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya:\u003c/strong\u003e Yeah, certainly\u003cstrong\u003e. \u003c/strong\u003eWe had one product that did really well for us, and we were like, “Yes! This is amazing, no one else is selling it!” And then the twenty days passed when everyone started receiving their products, and they \u003cem\u003eall\u003c/em\u003e came broken. To the point where the supplier even stopped selling the product. That for us was so hard because it was so many more hours of customer support and refunds. And it was something that was so out of our control.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMike: \u003c/strong\u003eAfter that, it was about trying to rebuild trust.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya:\u003c/strong\u003e Yeah, at that point we hit a rough patch because we were just like, “We just want to make people happy, not pissed off!”\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Do_you_have_something_that_you_say_to_yourself_to_stay_motivated\"\u003eDo you have something that you say to yourself to stay motivated?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003e \u003c/strong\u003e\u003cstrong\u003eMike: \u003c/strong\u003eWe always say to each other, “We will figure this out!”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eYeah, we always stay solutions focused. My biggest thing is that we’re human, and I let myself be upset. I know that as soon as I’m done, I’m going to figure it out.\u003c/p\u003e\n\u003cp\u003eWe always talk about the ‘breakdown before breakthrough.’ Right when you’re about to go to the next level, shit hits the fan. At least for me, it’s always like this! There’s never a breakthrough without a breakdown first. So in a weird messed up way, we can kind of enjoy the breakdown, because it sucks right now but we know it’s going to take us to the next level. We’re going to learn something from this. It’s going to help us scale.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"What_are_your_plans_for_the_store_in_the_long_term\"\u003eWhat are your plans for the store in the long term?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eOur plan right now is to keep growing it, and keep scaling it. We’re replicating its success with two more stores.\u003c/p\u003e\n\u003cp\u003eWe’ve also decided we want to start an ads agency as well. We’ve been so in the trenches with ads and Google Adwords, Pinterest ads, Facebook ads, Instagram ads, that we want to help other local business owners.\u003c/p\u003e\n\u003ch2\u003e\u003cspan id=\"Whats_some_advice_youd_give_to_new_dropshippers\"\u003eWhat’s some advice you’d give to new dropshippers?\u003c/span\u003e\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003e \u003c/strong\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eI think the biggest advice in terms of actionable steps, is if you’re starting from square one, learn about branding and marketing \u003cem\u003efirst\u003c/em\u003e, and dropshipping second. Because I find that people who just learn dropshipping, they’re not as sustainable or successful as people who really build a strong brand that their audience can trust.\u003c/p\u003e\n\u003cp\u003eHave that motivation about \u003cem\u003ewhy\u003c/em\u003e you want to do it. If you’re just doing it for money there’s much easier ways I think to make money. I don’t think dropshipping will help you get rich overnight like a lot of people say.\u003c/p\u003e\n\u003cp\u003eI always say, “I would never wish anyone to be an entrepreneur, unless you \u003cem\u003ereally\u003c/em\u003e want to do it.” So if you \u003cem\u003ereally\u003c/em\u003e want to do it, find your reason why, whether it’s location freedom, wanting to provide for your family or whatever. Connect with that mission every day, because you are going to have shit hit the fan and that’s what is going to get you through.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMike: \u003c/strong\u003eStart slow, in a sense that it’s better for everything to be done well than it for to be done quickly. Make sure that things look nice and professional. Make sure that everything between your home screen, your ads, and your audience is polished. Make sure things are spelled correctly. Don’t be overly gimmicky, don’t have so many pop-ups. Just having a nice looking store is important.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eYuliya: \u003c/strong\u003eThat’s the golden rule, right? Treat others like you want to be treated. Create a store that you personally would want to shop in.\u003c/p\u003e\n\u003ch2\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0840/8370/3830/files/1603966840-1-2.jpg\" alt=\"Yuliya and Mike\" width=\"880\" height=\"763\"\u003e\u003c/h2\u003e\n\u003ch3\u003e\u003cspan id=\"Follow_your_passions_with_your_own_ecommerce_business_Sign_up_for_Oberlo_today\"\u003eFollow your passions with your own ecommerce business. \u003ca href=\"https://www.shopify.com/free-trial?term=shopify%20sign%20up\" target=\"_blank\" rel=\"noopener\"\u003eSign up for Shopify today.\u003c/a\u003e\u003c/span\u003e\u003c/h3\u003e\n\u003ch2\u003e\u003cspan id=\"Want_to_Learn_More\"\u003eWant to Learn More?\u003c/span\u003e\u003c/h2\u003e\n\u003cul\u003e\n \u003cli\u003e\u003ca href=\"/blog/mindset-successful-entrepreneur\"\u003eAn Inside Look at the Mindset of a Successful Entrepreneur\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"/blog/side-hustle-into-travel\"\u003eHow to Turn a Side-Hustle Into an Adventure Around the World \u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"/blog/how-i-made-4500-in-9-weeks-selling-phone-cases\"\u003eHow I Made $4,558.03 in 9 Weeks Selling Phone Case\u003c/a\u003e\u003c/li\u003e\n \u003cli\u003e\u003ca href=\"/blog/how-to-start-a-dropshipping-business\"\u003eHow to Start a Dropshipping Business in 2021\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e","excerpt":"Yuliya Chernykhovskaya and Mike Pavlou are committed to doing things differently. This entrepreneurial couple from New Jersey are the owners of an accessories ecommerce store, built using the dropshipping business model. While building their business, they’ve made a point to ignore much of the traditional advice for dropshippers. And the …","seo":{"__typename":"SEO","title":"One Couple’s Secret to Success (And It’s Nothing to Do With Products)","description":"Yuliya Chernykhovskaya and Mike Pavlou are doing things differently. This entrepreneurial couple from New Jersey are the owners of an accessories ecommerce store, built using the dropshipping business model. Click to find out the secret behind their success."},"authorV2":{"__typename":"ArticleAuthor","name":"Venetia Anderson"},"metafields":[null,null,null,null,null,null,null,null,{"__typename":"Metafield","value":"false","key":"noindex","reference":null},{"__typename":"Metafield","value":"2018-06-28T09:04:14+02:00","key":"wpdatepublished","reference":null},null,{"__typename":"Metafield","value":"/blog/one-couples-secret-to-success","key":"canonicalpath","reference":null},{"__typename":"Metafield","value":"2022-03-20T19:36:24+01:00","key":"updatedat","reference":null},{"__typename":"Metafield","value":"2020-11-19T11:39:28+01:00","key":"createdat","reference":null},{"__typename":"Metafield","value":"2020-11-19T11:45:53+01:00","key":"publishedat","reference":null},null,null,null,null,null,null]},"topics":[{"handle":"business-ideas","title":"Business ideas","description":"Ready to start a business, but unsure what to do? No problem. Check out tons of business ideas. Get inspired. 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