Today we’d like to introduce you to Ali Goldman
Hi Ali, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I’ve always had an unwavering sense of determination and after graduating from UC Davis in 2013 with a degree in Design, it became my mission to invent a product that would be a simple solution to an everyday problem. For years, I aspired to create something that would have people asking themselves: “how did this not exist before?”. When I came up with the idea for SplayTray in June of 2017, it was only right to put my entrepreneurial drive to use.
While traveling around SE Asia in May-June of 2017, living the glamorous hostel life with limited personal space, I found myself constantly taking everything out of my bags (i.e. makeup, toiletries, hair ties), spreading it all over my bed, only to pack it right back up again. I knew there had to be a solution.
When I returned to the States, I built the first prototype out of a Manila envelope and proceeded to sew a fabric prototype on my mom’s sewing machine. I then worked with a prototype designer to create a manufacture-ready version. Once that was made, I reached out to a manufacturer, had a sample created, and launched a Kickstarter campaign in December of 2018. I hit my Kickstarter goal and was able to fund the first production run.
After the Kickstarter, I was determined to fund SplayTray on my own so I accepted a full-time position at an ad tech company in San Francisco and continued running SplayTray on the side. When COVID hit and I began working from home, it became very apparent that my true passion was my business. Despite the uncertainty in both the world and my life, in October of 2020 I decided to take the huge risk of quitting my job to run SplayTray full-time. A month later, a video I posted on TikTok went viral and I sold out of everything in 24 hours.
I have now been running SplayTray full-time for almost 4 years. When I first started the business, SplayTray was only available in the original “Small Black” version. I’ve since developed new versions and SplayTray now comes in 3 different sizes and 10 different colors. I sell them on my website (www.splaytray.com) and recently launched on Amazon.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Developing SplayTray has brought constant challenges from the beginning and I anticipate it will continue to test my problem-solving skills. I don’t have a business background so creating this company had a huge learning curve.
Navigating the manufacturing world and learning to deal with fluctuating lead times and quality control was an initial challenge. I’ve experienced supply chain issues that led to long delays, requiring me to have constant communication and transparency with frustrated customers.
I also faced huge challenges when I switched to using a 3rd party fulfillment company rather than fulfilling all of the orders on my own. The intention was to free up my time so that I could focus on scaling the business but it ended up requiring months of attention to fix the problems.
Another unexpected challenge I had to overcome was enforcing my patent rights when a SplayTray knock-off was being sold on Amazon. This required me to seek legal assistance that resulted in sending a cease and desist to the company and I had to learn to navigate Amazon’s cumbersome infringement reporting process.
Currently, I’ve been working on revamping our marketing strategy because the methods we had been heavily relying on (primarily TikTok) haven’t been producing the same results. Simultaneously, I’m taking on the challenge of opening up new sales channels in addition to direct to consumer.
Alright, so let’s switch gears a bit and talk business. What should we know?
SplayTray is the revolutionary bag that opens into a tray so you can easily find what you need. The patented design has magnets that allow the bag to detach at the sides, open out into a tray, and snap together to close back up. The tray structure provides an extra surface when space is limited making it perfect for on the go and due to its ability to open flat, it’s very easy to clean. The raised sides of the tray keep the contents contained, allowing you to shuffle around rather than dig to find those tiny items hiding at the bottom. It can be used for makeup, toiletries, pens/pencils, art supplies, snacks, or even toys. The possibilities are endless!
The original purpose of SplayTray was as a makeup bag but the most exciting part about running this business has been seeing the creative uses people have come up with. Customers have shared that they’ve used their SplayTray for beads/jewelry making materials, fly fishing supplies, yarn and crochet tools, and even Dungeons and Dragons dice. Many people have also been excited to share that they bought them as gifts for friends, daughters, siblings, moms…the list goes on!
There truly is no bag like it on the market. The beauty of SplayTray is that it functions perfectly in either form – it is durable and attractive as a bag, while providing a sturdy surface as a tray. Because of its simple design, it’s appropriate for people of all ages and has a multitude of uses.
It comes in a small, medium, and large size and in a range of 10 different colors. It can be purchased on www.splaytray.com or on Amazon.
What sort of changes are you expecting over the next 5-10 years?
I wholeheartedly believe SplayTray is a timeless product – there will always be a need for it. As far as the business’s growth, we’re working on expanding our sales channels with the ultimate goal of making SplayTray a household name.
We’re launching a retail partnership program that will allow boutiques and small retailers to easily sell SplayTray in their stores. We’re also hoping to collaborate with brands by creating cross-branded SplayTrays, releasing new SplayTray versions that are exclusive to those partnerships.
Pricing:
- Small SplayTray – $58
- Medium SplayTray – $72
- Large SplayTray – $138
Contact Info:
- Website: https://splaytray.com/
- Instagram: https://www.instagram.com/splaytray/
- Facebook: https://www.facebook.com/splaytray/
- Youtube: https://www.youtube.com/channel/UChOjVZUMNid_lLWuQ7FdecQ
- Other: https://www.tiktok.com/@splaytray
