From TikTok Influencer to Tech Entrepreneur

Find out how this entrepreneur launched her startup with no-code.

Read the interview with the founder of Wholesalemates, Jennifer Co.

Tell us a bit about your business.

Wholesalemates is a premier directory for boutique owners wanting to uncover new wholesalers and access insightful reviews before making purchases. There are limited ways for boutiques to find wholesalers and get genuine feedback from other owners on the quality of their products and the overall process of working with them. My mission is to empower existing and aspiring boutique entrepreneurs by streamlining the discovery and connection process with quality wholesale companies. Wholesalemates also allows brands that are loved by their customers to be given the recognition they deserve.

How did you come up with the idea?

In short, I followed the breadcrumbs. When creating a product or business, it's all about solving a problem. In my case, I came up with the idea for Wholesalemates by attentively listening to the questions and pain points of my target audience on TikTok. Rather than exclusively concentrating on promoting my products, I started addressing the specific inquiries and concerns of my audience. Through a viral video that reached 1.1 million views, I realized that people were more interested in learning and receiving valuable information than being directly sold to. This revelation led to the formation of a supportive community where current and aspiring boutique owners can share their experiences and feedback on various wholesalers, creating a healthy and collaborative environment.

After a lot of research, I recognised the need for a comprehensive directory. This included but was not limited to: women's, men’s, and babies clothing, jewellery, home décor, pet apparel- the list was ongoing.  This created the need for a user-friendly directory equipped with search, filtering, and sorting functionalities leading to the birth of Wholesalemates. By adopting a 75% educational and 25% promotional approach, I gained substantial followers, engagement, and feedback, ultimately leading to the development of Wholesalemates.

How did you go about building your product?

Wholesalemates began as a simple idea documented in my notes app, which then transitioned to a Google Sheet and later an Airtable. After stumbling upon no-code tools, I discovered Pory.io and dedicated hours learning and experimenting with its capabilities. However, I soon realised I needed an advanced platform to optimise my directory’s potential so I decided it was time to hire a no-code developer. After researching multiple no-code developers, I discovered Neam, which already had experience building a wholesale marketplace in London! After a successful Zoom call, I was convinced of the expertise and collaborative approach that the studio offered. Neam ensured all features were aligned with my vision and built our user-friendly interface so that we had a strong foundation for success.

What led you to choose no-code platforms in order to build your business?

As a non-technical entrepreneur I was amazed by the power of no-code platforms. As an early user of Shopify, I recognized the benefits of no-code from day one. It encouraged me to express my creativity and build as I was able to create my vision without technical restraints. I continued exploring the world of no-code and came across two tools that instantly captivated me: Webflow and Bubble. Webflow boasts a beautiful and seamless interface, while Bubble simplifies backend processes and data management. Bubble, in particular, stands out by creating end products that combine advanced technology and user-friendly navigation, resulting in a modern and futuristic experience.

So far, what would you say is your company’s biggest milestone?

Taking into consideration my personal brand which encompasses Wholesalemates, I would say gaining 80,000 followers on TikTok is our biggest milestone. We have over 200 users signed up on the directory and 1,400 on our email list. Currently, we are also reaching out to wholesalers to find out if they would like to be promoted in videos as well as on the Wholesalemates directory.

How did you go about finding your first customers?

They came to me! Wholesalemates was created based on my engagements on TikTok where I answered their questions and addressed their interests.

What are your plans for your business for the next 12 months?

My vision for the directory is to transform it into a thriving marketplace. Working closely with Neam, we developed this shared vision. What excited me the most about collaborating with the studio was their experience in building a similar platform in England. This alignment of ideas fueled my enthusiasm for hiring them to bring Wholesalemates to life.

Over the next 12 months, my primary goals are to onboard 1,000 wholesalers onto the directory and secure 100 paying clients for promotional services. These promotions could include TikTok posts, as well as features on the Wholesalemates directory or blog. I firmly believe that this is a crucial solution to an industry gap, and I am grateful to have played a part in filling that void. I cannot overstate the contribution of Neam; they have played a pivotal role in turning my vision into a reality.