Entrepreneur swamped with orders for shirts

MANILA, Philippines—When young entrepreneur Ritchie Cuartero joined the World Bazaar at the World Trade Center in 2008, he didn’t have anything in mind than to showcase his garment lines and make his customers happy. Little did he know that the event would lead to a bigger business opportunity that would later become the thriving enterprise that it is today.

“I had two lines of garments being launched at the time. One is animé-based shirt. Because at that time nobody has the copyright for animé so I took advantage of it. Then another T-shirt line which we called “keepsake,” the concept of which is anything wholesome,” relates Cuartero, 34, who majored in Business Administration, specializing on marketing, and minored in cinema-television from The University of Southern California.

While many bazaar shoppers enjoyed the products, there were customers asking for letters or fonts that can be printed on the shirts. Luckily, Cuartero had a few letter prints available in the stall which he then used to make the designs requested by the customers. It became an instant hit and soon orders for personalized tees swamped their booth.

Because of its “accidental” success, Transfer It!, a customized T-shirt venture using heat transfer technology and computer-based graphics, was born. It opened its first outlet in a Manila mall in 2009.

“Our customers are happy because our products are of good quality and they are amazed at how fast the shirts, with their desired designs, can be readily available,” beams Cuartero, who started in business selling heat transfer equipment in 2007.

Outlets

In its first year alone, Transfer It! had more than 10 stores in operation. In fact, Cuartero shares, other mall branches were even the ones sending him offer sheets to put up an outlet in their areas.

He says their target market is everybody from babies to lolos and lolas.

A customized T-shirt costs, on the average, P180 to P300 depending on the design. Customers can bring their own designs, like photos, or they can choose from a wide-range of ready graphics available in the store. A kiosk is usually manned by two to three people most of whom are trained to use the computers to help customers enhance and execute their choice of design. Patrons can also bring their own shirts for a minimal fee.

Brochures and catalogues are also available to give customers a variety of choices and ideas on how they want to put their prints on the shirts. Cuartero relates Christmastime is their peak season and that “statement” shirts are the most saleable. This, he adds, includes “statement of love, of ‘asar’ . . . some are naughty and some are ridiculous.”

Couple shirts are also a fave among customers and the top sellers especially on Valentine’s Day. Also available are designs and statements for all occasions: Family series (“Papa,” “Mama” “Baby”), wedding (“The Groom,” “The Bride”), as well as mother’s and father’s day, Halloween and graduation themes.

But just like any other businesses in its early stage, Transfer It! had its share of challenges to hurdle.

Cuartero, however, doesn’t hold it against anyone when the company didn’t get to renew its contract with a leading department store last year. In fact, he felt that it was a blessing in disguise and allowed him to explore other opportunities.

Team’s support

He was also amazed at how his team showed their support, and how they were all determined to help in whatever way they can.

“There I realized that my team won’t just allow [the business] to die,” says Cuartero, citing one member of his team who made an effort and commitment to go all over the country to secure locations for Transfer It! outlets.

“It was a humbling experience,” Cuartero intones, citing how his being from a family of entrepreneurs, and seeing how his dad’s business went on a roller coaster ride, has been helping him cope with any business debacle that comes his way.

“I’ve learned so much from my Dad… he always tells me people are resilient by nature and if you’re resilient you’ll find ways. Parang tubig, basta may opening, they’ll flow… that’s what I learned from my Dad and that’s what I also teach my team—to always look at it that way,” he explains.

Today Transfer It! has more than 40 stores nationwide.

He credits his success to having the “right people” who know and do their jobs zealously.

“Because at the end of the day, I can’t do it all. I only have two hands and finding the right people is one key to success,” Cuartero points out, adding that his wife Marielle is also hands-on in the business.

Cuartero so values and appreciate all the efforts his people have been doing for the business that he makes sure they go through seminars and trainings for their continuous growth.

“I’m a proponent of training,” stresses Cuartero who, together with his employees, recently attended Stephen Covey’s “The 7 Habits of Highly Effective People” seminar.

But more than having the determination and finding the right product and people, Cuartero says what makes a business a success is making customers happy.

“Listen to them. Know what they want, sila ang boss,” he emphasizes.

Transfer It! has also launched promos and contests to keep clients from coming back and to reward them for their continuous patronage.

Their Facebook page is also proof of the many satisfied customers who either “Like” the page or post pictures of them wearing their Transfer It! creations.

Transfer It! offers different franchise packages for would-be entrepreneurs to choose from and it has also expanded its product line by adding personalized pins, bags, caps, tumblers, etc.

With its continued growth, Cuartero is optimistic about the future and dreams of making Transfer It! “the leader in customized products and unique gifts.”

For inquiries log on to www.transferit.com.ph or email [email protected].