Like Father, Like Son – Building a Brand with $0

Backstory of My Son’s Business

My son, at the age of 10, fell in love with football. He wanted to be the best. I broke down the reality between dreams and goals. I’m a firm believer that “dreams can come true” but as long as we work towards making that happen. IE set goals.

I told him about a few youth athletes who work all year round to be the best. He immediately wanted to join a team that could play against them.

I told him it will be a sacrifice, but if he’s really about the work then we will do it.

Iron Sharpens Iron.

He joined a travel football team, the PA Gremlins, and quickly understood the differences in talent levels against those who practice all year round compared to those who don’t. He wanted to stay committed and kept pushing forward.

To afford a long weeks trip, Coach George suggested everyone host their own fundraiser, and if possible, create a brand for their kid.

We went above and beyond (given the resources). I explained to my son what a brand is and what makes it successful.

DON’T BE LIKE EVERYONE ELSE.

He said, “If I sell enough then I can help other kid’s too.” It clicked!

Our brand will be different by being selfless. We know tons of kids worthy of making it to the pros if they continue to work hard. Why not show appreciation to them now?

From a young age, my son fell in love with the nickname X, but it didn’t make sense. His name doesn’t start or end with an X. I told him if he wants it to stick, he has to do something special with it.

This was the perfect opportunity for him to make that happen. X (for him) and Caliber (relative to power level or an individual’s character). His brand X-Caliber highlights youth athletes who are high-caliber, X-approved, student-athletes. These athletes are rewarded for their “hardwork, leadership and community service.”

Establishing A Budget

He made a total of $120. Which wasn’t a lot to get started. He paid for the ink, paper and materials to make the coupon books. Almost leaving him dry.

X also missed his initial goal to make the big trip down south. Two other kids were just shy of meeting their own goals. I taught him to be a man of his word. He had around $60 left so we split it into thirds and helped the other student-athletes.

He used his business connections to try and sell more coupon books and homemade soap (thanks to his mom), eventually earning enough money to buy glow-in-the-dark wristbands. These became a hit and he sold half of them almost instantly!

From there, he could order and sell more merchandise. Plus, a second batch of wristbands! Today, he has organizations throughout Lancaster, Harrisburg and York, PA with his wristbands for sale at their concession stands. He also has setup shop at tournaments in Maryland, Ohio, and West Virginia!

X-Caliber is a great initiative but it survives due to its proper budgeting. I taught him to treat this brand like it’s his baby. Feed it healthy so it can grow big and strong. Then it can take care of you. He has a spreadsheet to track and calculate his profits and expenses, accounting for investment, rewards, and his own share.

Plans & Action

Being true to your word is crucial for every brand! That’s the only way to gain your audience’s trust.

X-Caliber’s mission is to show appreciation to youth athletes for their hardwork, leadership and community service. We have gained love and support by doing just that.

X has sponsored 5 athletes, and gifted equipment, jerseys and trophies to over a dozen more athletes! He gives interviews, and showcases athletes at large sports events. Every athlete can sign up to his website and sell their own merchandise, too!

Taking these actions shows the public we are honest and loyal to our commitment. Which is why we found support through multiple counties and states in such a short period of time.