[MUSIC PLAYING] So let me give you an example of a company I worked with who had a goal in mind, but they didn't necessarily know how to go about this goal. It is a company I invested in call Sun Stashes from "Shark Tank." Now we've all seen the back in the days, the Groucho Marx glasses, where it has the nose on and a little mustache. They took this to a whole other level where they had sunglasses with really-- it could be a Santa Claus hat on it.
It can do anything and really characteristic driven brand. But. They didn't have any licenses but as soon as you put these glasses on, you are going to put them on Instagram. They're Instagrammable. When they came in from "Shark Tank," we worked out a deal. And we said, let's come up with a roadmap on how to set goals. If you want to do licenses, you want to get some more recognizable faces.
Why don't we go after Marvel, because Marvel and Disney and ABC are all affiliated. And because you're in a category that's not heavily licensed out like sunglasses for kids and funny looking sunglasses, it probably would be easy to get a license from Marvel. So once we did that, we realized that if we get a license from Marvel, they're the gold standard. And it's easy to walk into Warner Brothers, Nintendo, and everybody else.
They get licenses because you already set up the gold standard. Now Sun Stashes is in every store all over the country and even all over the world with all these licensed brands, because they had a set goal and a strategy on how to get there. Now I know there are many of you do not necessarily have a Daymond John on your team to get a big license like Marvel.
But the point of the matter is please try to break it down into actionable steps. Let's talk about 30 years ago when I first came out with FUBU and tried to conquer the world and distribute to everybody. I just distributed to a couple of stores in Queens, because I wanted to understand what were triggering the people to buy the clothes. Would they pay $25 for this, $35 for this? Do they like black, red, green? And I started to understand my path to success, because when I would put 10 colors of shirts in the store, 60% of them would sell.
And it was black. So then I started to refine my strategy and that helped me accomplish my goal. Maybe you have inventory right now when you wanted to have huge influencers work with your brand. But start off with small influencers that you can get on the phone, talk to. Make sure that they get their affiliate marketing money. People who have 1,000 followers. And especially if you have inventory, maybe you should give it to them on consignment, because you already have the inventory.
Start setting your small goals and your influences will grow and grow and grow and grow. I didn't just get LL Cool J and Method Man day 1. I knew it was hard to get to them, because everybody's paying them. Huge corporations are paying them. So what did I do? I took around 50 shirts at about size 5x and 6x. Here's what I was thinking. The big guys, the bodyguards, and the security guys, and the people in front of the clubs are big.
A lot of the times, they don't have a lot of fashionable options. They go to Rochester Big and Tall. And they get a white shirt or a black shirt. Or they have to pay a lot of money to make something custom. Meanwhile, the cool fashionable kids are only going to wear things once. So what did I do? I made 50 FUBU shirts to give to just the big guys, because they would wear it 10 times a month, 15 times a month.
And guess where they were? They were always in front of the red rope when you try to get to a club. They were all in front of a artist or a superstar, moving people all the way. And they were always in front of the stage. So they were huge billboards. Before you know it, the artists were seeing the brand every day. And they came to me and said, hey, what am I, chopped liver? I was like, no. You're too cool for me. And then they wanted it even more.
I started off with somebody who was influential that nobody else would necessarily know. But everybody saw. Now you know the importance of setting big goals. Join me in the next lesson to learn the power of why. [MUSIC PLAYING]