Carlos Ugalde, a 52-year-old entrepreneur from Las Vegas, Nevada, is the founder of House of Chingasos, a successful print-on-demand apparel brand that made nearly $3 million in revenue in 2023. His journey is one of resilience, adaptation, and determination after facing unexpected career challenges.
The Path to Entrepreneurship
Carlos’s career before House of Chingasos was rooted in the tech marketing world. He worked as a copywriter and landing page designer at a prominent Google marketing agency. However, in December 2018, his life took an abrupt turn when the company downsized, and he found himself laid off. The job market for his specialized role was tight, and he quickly realized that finding a position with the same salary was improbable. With this stark realization, Carlos decided that starting his own business was the only viable path forward.
Finding Inspiration and Taking the First Steps
The decision to start a business was spurred by a combination of necessity and passion. Carlos wanted to create something that resonated with his cultural identity and would offer a unique product in a competitive market. The idea of a print-on-demand brand focused on apparel came naturally, allowing him to combine his marketing background with his creativity.
His first step was launching a website. Carlos created around 10 basic designs, which he connected to a print-on-demand services. But merely having a store wasn’t enough; he needed to drive traffic and attract customers. This led him to experiment with Facebook ads—a tool that would become pivotal for his business.
Overcoming Challenges with Ingenuity
Starting from scratch came with significant hurdles. Carlos was not an expert in digital marketing beyond his work as a copywriter, nor did he have a deep understanding of what apparel designs would appeal to consumers. The competition was fierce, with Amazon sellers, Etsy shop owners, and niche Latino brands all vying for attention.
To overcome these challenges, Carlos adopted a strategy of iterative learning. He invested in short-term social media ads to test the appeal of his designs. This allowed him to gather real-time data on what his audience connected with. By analyzing ad performance and customer feedback, he fine-tuned his approach and filtered out designs that did not resonate. This agile approach to marketing enabled him to better understand his Latino audience’s preferences, making informed choices about products and branding.
Carlos also leaned heavily into building his presence on social media, gradually amassing a dedicated following. Engaging directly with customers through email campaigns and social platforms not only expanded his reach but also reinforced brand loyalty.
The Road to Success
The initial results were promising. Within the first month, House of Chingasos earned $2,500. By the second month, revenue grew to $11,000, and by the third, it surged to $54,000. With this momentum, Carlos knew he was onto something substantial. The business scaled quickly, and by 2023, it hit nearly $3 million in revenue—an achievement that marked a 70% increase from the previous year.
This success gave Carlos financial freedom and allowed him to reach personal milestones. One of his proudest moments was buying his mother a $50,000 SUV as a Christmas gift, a gesture that symbolized how far he had come since being laid off just a few years prior.
The Joys of Entrepreneurship
For Carlos, the true joy of running House of Chingasos goes beyond the impressive revenue figures. The ability to create products that resonate with and celebrate his Latino heritage gives him immense satisfaction. Reading customer reviews and seeing the positive impact of his work fuels his passion and validates the countless hours he’s dedicated to building his brand.
Advice for Aspiring Entrepreneurs
Carlos’s story reflects resilience and adaptability. His advice to those looking to start their own ventures is clear: “Don’t look at the obstacles in front of you. Just decide what you are going to do and go after it. Decide that success is the only option! Be flexible in your approach, and never stop learning.”
Starting a business may be daunting, but as Carlos’s journey shows, the rewards—both financial and personal—can be transformative. By combining creativity, a willingness to learn, and relentless determination, he turned an uncertain moment in his career into an opportunity to achieve lasting success.
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