Have you read our About Page yet? Yes, it's cute, but it doesn't get into the nitty gritty of our story and how we got started. If you want the short version, check out our About Page here. If you want the long version, stick around to hear the good stuff . . .
The EzPacking Story
Written by: Solomon Mizrachi
It all started in San Diego, CA in 2014. My sister was moving to NYC to study at FIT (Fashion Institute of Technology). My mom was helping her transplant her closet from San Diego to New York but packing was a challenge. My mom and sister looked around for a product to help them pack my sister's suitcases. Being an over packer, my sister was trying to find a way to pack her entire life into two suitcases to take to school.
Even after my sister flew off to school, the problem continued bothering my mom. She also had trouble packing for her own trips. After speaking to her friends, she noticed they had similar problems. There was no solution on the market that completely let you see into your suitcase while also compartmentalizing and organizing items.
Being a busy bee, she started thinking of ways to solve this problem. For the next few months she worked on designing a prototype for a product to help herself pack and organize a suitcase.
I Get A Call
It is November, 2014 and I was in Argentina. I had graduated from university that May and took some time off to travel and clear my head. Ironically, my mom gave me some packing cubes to use on my backpacking trip. I won't point fingers and name the brand, but those cubes didn't really work. I ended up giving up on them a few days into the trip.
So I get the call from my mom. She tells me she was working on a new idea and wanted some help. When was I coming home? And could I *maybe* help her launch her business idea for a month?
I had no plans at that point and my trip was coming to an end. By January 2015, I was back in San Diego helping my mom launch her product, which by that point already had a name (you guessed it... EzPacking!). My role was to help my mom receive the merchandise and help her get started.
Lucy, our cocker spaniel poodle, was appointed as our warehouse and fulfillment manager. While she didn't really notice that she got the job, she was there every step of the way, supervising us to make sure we were doing things right. We couldn't have gotten this far without her diligent supervision!
Want to learn more about Lucy? Check out her bio here.
My dad became our legal and tax adviser. Having practiced law for many years, he knew how to advise us on many issues related to starting a business, paying taxes, and all the other fun stuff you don't know you have to do without a lawyer's help.
The plan was for me to help my mom receive her merchandise, unload it and make a website for her. Then I would move to LA and get a job in real estate finance (that's what I studied in school).
The business plan was to sell EzPacking around San Diego. My mom had this notion that starting a business was a fun hobby. EzPacking would be a fun product to have at home and be able to sell to friends (so she thought). She could go to farmers markets every week and sell to local San Diegans (I don't think so).
All of our assumptions turned out to be wrong. Yes, my mom has A LOT of friends and many of them bought EzPacking. Not just to be nice, but because they genuinely needed help packing their families on trips. But after a few weeks, we realized my mom didn't have that many friends. Farmers markets were very difficult places to sell. While we learned very valuable feedback by pitching EzPacking live to real people, we didn't succeed in farmers markets.
A "Bold" Idea... Why Not Make a Website
After our lukewarm success with our initial business plan, we needed to pivot and find a new channel. I was working on making a website (even though I had never made one before). Trust me, it wasn't pretty but it was a start! The first batch of photos (like the one above) were even taken on my childhood bed at home...how funny!
I was learning about digital marketing and how to get our product out there online. After a few weeks, we had made more money selling online than we did the entire day standing in the sun at the farmers market. That was the last day we went to the farmers market...
Throughout this process, my mom realized that she loved being involved in the business, but she didn't want to be the business. I was getting excited by our online efforts and it seemed like that was the way our company was going. My mom and I discussed. We decided that I would buy the inventory from my mom, reimburse her for all of the expenses up to that point, and run the company myself. My mom would help in the business as needed and on her schedule without the day to day pressure of running a business.
A New Direction
By June of 2015, the transaction was finalized and I took over the day to day operations of EzPacking. I had just turned 22 years old and still had no idea how to run a business. Each week had new challenges to overcome and new possibilities.
Looking back as of 2018, we have had three really fun, hectic and exciting years. My mom and I have both grown a lot as entrepreneurs and EzPacking has too. We've added three more amazing people to our team, and my girlfriend Tali even became one of the creative directors!
We are most proud of the fact that we are helping moms (like my mom) stay organized, de-cluttered, and attain peace of mind while traveling. We have invented a new way to pack with our clear packing cube system. Last year, we helped thousands of moms around the world!
Never in a million years did we think we would get where we are now. Not to mention being featured on an NPR podcast (go to 32:50) called "How I Built This" and reviewed by dozens of awesome blogs.
We are grateful of the fact that moms come to our site and decide that we are the company they trust to help them with an often dreaded but important task: PACKING!
We are excited for where this journeywill take us. Please keep in touch with us and feel free to contact us with anything you need. We are just an email away.
Solomon, Monica, Tali and Lucy (adorable cockapoo shown earlier).