Interested in starting your own entrepreneurial journey in e-commerce but unsure what to expect? Then read up on our interview with Brandon Aversano, Founder of Alloy, located in Philadelphia, PA, USA.

What's your business, and who are your customers?

Alloy makes it seamless and incredibly quick for customers to exchange their gold, silver, platinum, or palladium jewelry for transparent payouts. We started with one goal in mind: to help people find new ways to make money as quickly and safely as possible.

Tell us about yourself

I was actually diagnosed with cancer in 2022, and I learned two really important lessons. The first is that time is not unlimited. The second is that cancer is really expensive, even when you have good healthcare. These realizations combined led me to create Alloy. I decided to finally take the plunge and go solo because if not now, when? I also wanted to create a product that could help other people generate income quickly and with ease and in a way that isn't tied directly to their time (e.g., the gig economy).

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is getting the first customer. Everything is an assumption until you have a real customer who isn't your cousin.

What's one of the hardest things that comes with being a business owner?

You have to be able to sustain the roller coaster and help yourself get through it. There are always major ups and downs, and sometimes both within the same day, and as a business owner, you need to weather the storm with fortitude and grace.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Listen intently and ask lots of questions but don't act on every piece of advice you're given - you know your business.
  2. Connect with as many people as possible. Sift through LinkedIn, send messages, reconnect with old colleagues, and drop a line to college roommates. You'd be so surprised who can help you and who you can also help.
  3. Institute regimens as best as possible. I'm not a morning person myself, but trying to go to bed at the same time consistently and waking up at the same time (even on the weekends!) helps keep your focus sharp and motivation up.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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