Today we’d like to introduce you to John Dellinger.
Hi John, thanks for joining us today. We’d love for you to start by introducing yourself.
I’ve worked hard to build a successful career in the healthcare industry over the past 15-20 years. After years of hard work, I have worked my way up to a senior-level position at my current company. While I find satisfaction in my work, I’ve always had an entrepreneurial itch and a passion for sneakers.
During COVID, a close friend and I started researching the sneaker industry and learning about sneaker design and manufacturing. We came up with an idea for an innovative new sneaker company that fills a gap in the market. We created a business plan, lined up suppliers and manufacturers, and designed our first collection of sneakers.
We knew bootstrapping a start-up while working full-time would be difficult, so we started small. We launched a website and social media pages and took pre-orders for our first limited release. The launch went well – our unique designs generated buzz and sold well.
Encouraged, we kept reinvesting the profits to grow the business. We registered our LLC and have slowly started to expand our product catalog. We have a small team to help with operations and marketing.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Some of the challenges we faced when starting a new sneaker company while working a full-time job:
Time management – Finding time to work on our business with a demanding full-time job can be very difficult. We have to sacrifice personal time to devote to our start-up.
Wearing multiple hats – As entrepreneurs, we have to handle everything from product design to marketing to operations. Juggling all these different roles on top of a separate career is hugely challenging.
Focus and mental fatigue – It’s mentally draining managing two demanding jobs – our start-up and our full-time roles. This can lead to burnout and hurt our focus and productivity.
Opportunity costs – Growing a successful business requires 100% commitment. But we can only devote so much time and energy with a full-time commitment. Progress can be slow.
Separating work – It can be difficult switching contexts between our day job and our start-up. We have to be disciplined about separating these worlds.
The key is finding ways to mitigate these challenges through careful planning, discipline, and resilience. But ultimately, at some point, we likely need to choose one primary focus.
Can you tell our readers more about what you do and what you think sets you apart from others?
Why Collection Plate is the next wave in the sneaker industry
The sneaker industry is booming. Brands like Nike and Adidas have dominated the market for decades, but now independent brands like Collection Plate are taking their turns in the spotlight.
What’s so special about Collection Plate? Collection Plate is focused on quality, innovative designs, and a community-driven ethos.
THE FUTURE OF SNEAKERS
Some of my fondest memories as a kid were waiting in line at my local mall to cop the latest pair of Jordan sneakers. It wasn’t just about the sneaker; much of the joy came from the experience of meeting and bonding with other sneakerheads over our shared passion. The experience was personal — whether I was camping out for a limited release or meeting up to make a trade, friendships were often made in the process. But as the global sneaker resale market has catapulted into a $6 billion industry, the once community-driven culture of buying and selling sneakers has changed from a social experience among like-minded collectors to one of faceless transactions that is driven by profit. That’s why the next big boom in the sneaker industry isn’t resale — it’s customer experience.
THE RISE OF INDEPENDENT BRANDS
With investors lining up to fund the businesses behind the sneaker resell boom, marketplaces like StockX and GOAT made it possible to find coveted kicks with a click. However, commoditizing sneakers works against the very consumers the industry was built to serve. Resell prices can surge as high as 50% above retail or more, fueling a growing frustration among sneakerheads who are tired of losing out to resellers who’ve monopolized the market. And the nostalgia that once tied sneaker loyalists to the brands they love can only go so far without a fair shot at buying them. With resellers utilizing bots to automate bulk purchases of the most coveted releases, brands like Nike are finding it increasingly difficult to put sneakers on the feet of those who actually want to wear them.
WHY IT’S IMPORTANT TO SUPPORT INDEPENDENT BRANDS
You may think it’s the sneakers, but people are the most important component in sneaker culture. For years, the industry has thrived off sneakerheads feeling a sense of community built on a mutual love for sneakers. Humans are wired to feel connected to others. As a result, consumers expect the businesses they support to provide a sense of community that connects them with like-minded peers. However, legacy brands like Nike and Adidas are losing touch with their loyalists, and many of their consumers are feeling pushed out of sneaker culture. This void in the customer experience has created an opportunity for independent brands to innovate in the space.
Forward-thinking and creative designs offer a different style from the big brands. In addition to variation in design, colors, shapes, and materials used, Collection Plate also offers a more personalized experience than big-name companies like Nike or Adidas. Collection Plate is focused on the interests of sneakerheads first. Sneaker loyalists want fairness and inclusivity and to build back the personal connections that once defined sneaker culture.
How do you define success?
For me, success has many definitions which align with my values, priorities, and ambitions.
Success means achieving financial independence and stability, so I have the freedom and resources to live life on my own terms.
At the same time, success also means having a growth mindset and continuously expanding my knowledge and skills. I always want to be learning, challenging myself, and becoming a wiser, more well-rounded person. Intellectual development is a lifelong endeavor.
Most importantly, I define success by positively impacting other people. I want my actions to make the world a bit better and to help others lead more fulfilling lives.
Making a difference gives real meaning and purpose to my pursuits. Success is not just about my own advancement but uplifting those around me through generosity of time, spirit, and mentorship. I measure my achievements by the help I’ve provided and good I’ve done for others.
While I have personal goals, contributing value and leaving a legacy weigh most in my conception of success. By progressing financially, intellectually, and socially, I feel I am living a life of purpose, service, and integrity.
Contact Info:
- Website: www.collectionplatebrand.com
- Instagram: https://www.instagram.com/collectionplatebrand/
- Facebook: https://www.facebook.com/collectionplatebrand
- Youtube: https://www.youtube.com/@collectionplatebrand
- Other: https://www.tiktok.com/@collectionplatebrand
