Map of Our Life: Ditching the 9-to-5 and Building a Business with your Partner

“Gelato is easy to work with. They held our hands through implementation, as we’d never done anything like that before. Ultimately, we’re a team. If we do well, Gelato does well. Feels like we’re a family.”

Natalie and Josh Carlstrom, Founders, Map of our Life

Drawing from Josh's ecommerce expertise, the couple established clear parameters for their new venture: the product had to be customizable, affordable, and sentimental. 

With meticulous research, testing papers, frames, and shipping processes, they launched Map of Our Life on April 6, 2020, from their living room. Their goal was to be able to pay their bills. 

“The prints sold like hotcakes. We couldn’t keep up with demand. It was nuts. We only bought 100 frames to start with, and sold them in a few days,” said Natalie.

In the first month alone, Natalie and Josh achieved profitability and covered all their startup costs. 

“We were floored,” said co-founder Josh. “We were like, wow, this might work.”

In Natalie and Josh’s experience, running a successful ecommerce business is about finding a sentimental niche and understanding that customers care about quality, price, and speed of delivery. If you have a quality product and customer service that can compete with Amazon, that’s your base. From there, it’s about mastering digital marketing. 

Before leaving his 9-to-5, Josh studied digital marketing and paid advertising as a hobby. After years of trial and error, he’s learned it’s all about the numbers.

"We prioritize profit over sales volume. It's crucial to know your numbers and track key performance indicators diligently. Obsessing over our spreadsheets, we ensure we hit our targets and adjust ad parameters as needed. Many overlook the cost per order, but it's essential for success,” said Josh.

"Additionally, from a content creation perspective, we emphasize capturing attention within the first three seconds of any marketing video, constantly testing and refining our approach to ensure success."

As orders poured in, Natalie and Josh grappled with inventory management and logistical hurdles. Supply chain disruptions, exacerbated by the pandemic, forced them to switch suppliers multiple times for frames and paper. They learned quickly that the more local the supplier, the better. Working tirelessly from their garage, they enlisted family members to help meet demand but ultimately realized the need for a more scalable solution.

Facing the limitations of in-house production, the couple explored print-on-demand (POD) solutions and discovered Gelato. Impressed by Gelato's global network of production hubs that prioritized hyper-local production and distribution, and Gelato’s commitment to quality, they made the transition, relinquishing control over production and shipping. 

“Switching to on-demand with a reliable partner made so much sense. We’d finally get two bedrooms and our garage back and wouldn’t have to take a hands-on approach with inventory, packaging, or shipping anymore,” said Natalie. “But, it still felt like sending my baby off to daycare. Our business would no longer be in our home. It was freeing, but also filled with emotion and anxiety.”

Despite the initial apprehension of delegating, Gelato's seamless integration and support empowered Natalie and Josh to save time working in the day-to-day of the business and focus on scaling.

“Gelato is easy to work with. They held our hands through implementation, as we’d never done anything like that before,” said Josh. Ultimately, we’re a team. If we do well, Gelato does well. Feels like we’re a family.”

Looking ahead, Natalie and Josh are excited about expanding Map of Our Life internationally and embracing Gelato's resources to optimize their operations further. 

“Previously, we were limited to domestic orders within the US due to shipping challenges, especially with fragile items like glass-framed products. Shipping overseas often incurred high costs and the risk of breakage, resulting in delays, upset customers, and additional expenses,” said Natalie.

"Gelato’s global network makes out-of-country orders and shipping not only possible but almost a given. Why wouldn’t we take advantage of their global reach? Not only do we have our house and time back, we can now sell to consumers worldwide.”

Map of Our Life exemplifies the resilience and ingenuity of small businesses in navigating hurdles and seizing opportunities. With a steadfast commitment to quality, innovation, and customer satisfaction, Natalie and Josh not only transformed their lives but unlocked the potential for global expansion. As they continue to chart their course in the dynamic world of ecommerce, their story serves as inspiration for aspiring entrepreneurs everywhere.

“Thanks to ecommerce, we got to leave our 9-5s and work together. Thanks to Gelato, we have more time and can focus on scaling,” said Natalie. “Working for ourselves isn't just about making a living – it's about reclaiming our time and autonomy. No more stressing over asking for time off or feeling tied down on Sunday nights. With ecommerce, we set our schedules. We catch a movie at noon and still get work done from 3-7. It's about finding that sweet spot where work and life blend seamlessly on our terms."