By Shua Feigin, Business Editor
Jonathan Krombach is a senior at Yeshiva University studying business analytics with a minor in computer science. He plans to make aliyah next year, but in the meantime, he has founded a business, “Jonathan’s Random Stuff and Squishmallow Emporium.”
What is the main objective of your business?
We buy items from nearby stores, vendors, and online resellers, then repurpose and resell them. Our inventory includes computer monitors, quirky tin signs, flamingo ice trays, Squishmallows, folding easels, and Pokémon eye masks.
How did you decide to open your business?
After being laid off from my previous position as the NCSY Director for Buffalo and Rochester, where I organized activities for Jewish high school students in a fun environment, I had extra time and the need to earn some cash.
What drew you specifically to reselling?
I began decluttering my room and selling items I no longer needed. I was pleasantly surprised by the interest from buyers and made some money in the process. This experience made me realize I could expand into becoming a local eBay.
Was there an initial investment required for your business?
Yes, I initially needed to purchase inventory, which I funded with some personal savings. I seek out random goods for sale at prices significantly below market value and then resell them at a higher, yet still competitive price, allowing for a profit margin.
I run what can be described as a continuous garage sale, offering both new and previously owned products. My goal is to find items that people are looking for or perhaps didn’t know they wanted until they see them at fantastic bargain prices.
When did you start the business and how is it progressing?
I launched the business in September. Sales have been steady for appliances and electronics. While Squishmallows are selling well, I’ve noticed a slight slowdown in those sales. I often find myself guessing what people want and am always on the lookout for new categories of goods, as interest in Squishmallows may eventually wane. The hunt for new items to offer customers is quite enjoyable.
What is your marketing strategy?
So far, I’ve primarily utilized WhatsApp groups, including existing marketplace chats. Word of mouth has been a powerful tool as well. To streamline my marketing, I created my own WhatsApp group offering even larger discounts and I’ve also listed some products on my website. As the business is still relatively new, there is still some strategy experimentation.
I’ve been reflecting on my priorities during the Jewish holiday season, so the future direction of the business remains to be seen.
Do you have others helping with the business?
Yes, I have friends from both Stern and Wilf who assist in promoting my group chats and sales, which has been effective in raising awareness through word of mouth.
What are the biggest challenges you’ve faced?
One major challenge has been selling off inventory for products that haven’t met anticipated demand. Determining when it’s time to let go of an item versus focusing on new products has been tricky. Consumer behavior can be unpredictable; items I expected to sell quickly didn’t, while others I thought would languish were among the first to go.
Photo Caption: The Logo of Jonny’s Stuff
Photo Credit: Jonathan Krombach