This might be the most excited I have been about any change to my business since day one. I'm officially rebranding from Celegreat to ScratchOffPosters.com.
Background
In 2023, Ben and I started this business together and came up with a couple concepts for scratch off posters. We named our company after a Flight of the Conchords reference (It's Business Time, LLC) and that's still the legal name for my business today. We decided to name our public facing brand "Celegreat" which was the result of a brief white boarding session where we agreed that our products would be focusing on "celebrating life's special moments". I still have our original list of around 20 silly ideas loosely related to that same theme. Ben and I were always intending to do this for fun and not take it too seriously so our ideas got pretty goofy.
We then proceeded to launch more and more products under the Celegreat brand which worked totally fine. I don't think it was bad, just not memorable.
Anyway, Ben left the business earlier this year and I made the decision to narrow my product focus to exclusively be scratch off posters + supporting items like stickers and frames. That involved trimming out a few other product SKUs which we'd experimented with before. Additionally, the combination of pretty decent sales growth and some personal changes in my life made me feel like it was time to double down on this casual side project.
The domain
That's when I discovered that ScratchOffPosters.com was available for purchase as a premium domain. Now I have been through lots of rebrands before and from experience I know how much they suck. I generally wouldn't recommend anyone rebrand unless it's for very serious reasons.
But this opportunity intrigued me. I don't think my existing Celegreat brand was holding me back, I just believe it is a forgettable name and I've not managed to establish it in any meaningful way. Purchasing a more authoritative domain and using it as the brand seemed like a way to level up and make this business look and feel a lot more serious.
The domain was expensive and purchasing it would definitely limit my ability to launch new products this year. But I ultimately talked myself into it and spent the money. No regrets so far!
The future
I'm really hoping to grow this business to something much larger. With this new brand, some added sales channels, and a few exciting new products coming soon, my sights are set pretty high. It's still my side project but who knows where this could go?
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