CEO of Casetify shares his No. 1 ‘super underrated’ business suggestion

Wesley Ng uncovered the fundamentals of operating a company by looking at his mothers and fathers run their cafe in Hong Kong. 

“It was not undertaking-backed certainly,” the 41-calendar year-old stated with a chuckle. “What is actually the most crucial matter to have to survive? Gains.” 

Ng now operates his possess organization, Casetify, with the identical philosophy. Headquartered in Hong Kong, the tech accent model is most perfectly-recognised for its broad array of fashionable mobile phone scenarios. 

In accordance to the business, it brought in additional than $125 million in earnings in 2020, with a compound yearly progress level of over 70%.

It arrives down to one particular detail — remaining worthwhile. Being financially rewarding, was super underrated until eventually just lately.

Wesley Ng

Co-founder and CEO, Casetify

To day, Casetify claimed it has sold far more than 15 million mobile phone conditions globally. 

“It will come down to one thing — becoming financially rewarding. Getting rewarding, was super underrated right until recently,” he told CNBC Make It in a digital interview. 

“For some businesses, they have to burn [money] to expand their organizations, but not all providers. I you should not imagine in B2Cs [business-to-consumer] you have to have to burn up so significantly to expand. If which is what you require, I do not assume you are heading in the ideal way,” Ng extra. 

“Learn about working a enterprise from your mom and dad. Operate a company that makes money and is lucrative. Which is the way to go.”

Ng shares much more prime suggestions on how he turned his aspect-hustle into a multimillion-greenback enterprise.  

1. Bootstrapping

Casetify was to start with released as an e-commerce system again in 2011 that will allow shoppers to personalize mobile phone instances with Instagram photos.

It has given that expanded into providing tech extras, when collaborating with international artists, companies like Disney, and now K-pop groups like Blackpink. 

“Our people wanted anything more than just customization, they preferred to use it like a individual billboard, a artistic canvas … and specific who they are.” 

Wanting back, Ng claimed he by no means would have expected this good results for a organization that he and his co-founder commenced “in a very lean way” with an first cash of $200,000. 

We are constantly doing things and operating out of the passions of the firm, alternatively than the shareholders. That’s two different items.

Wesley Ng

Co-founder and CEO, Casetify

With world inflation and impending financial headwinds, Ng mentioned Casetify has been “fortunate” not to be greatly enterprise-backed, or it would have set the business up for “unrealistic aims.”

“We are always accomplishing items and functioning out of the interests of the corporation, alternatively than the shareholders. That’s two unique points,” he stated.

“We did not overly invest in matters in trade for unneeded development. So really luckily, we are nutritious but we remain very cautious.” 

Even so, Casetify has formidable options — it aims to open up 100 retail retailers in the following two decades, Ng mentioned. There are at this time 19 outlets globally, where by consumers can design their personal cell phone circumstances and “get it within just 30 minutes,” he added.

Casetify was 1st started offering customizable cell phone cases, but it has due to the fact expanded to collaborations with world wide artists.


In June 2021, the organization reportedly raked in “8-figures” in its really to start with round of fundraising just after running for 10 several years. 

“So if you seem at it, we technically will not want [to raise funds]. It’s far more like a strategic financial commitment,” Ng stated. 

When requested about the firm’s valuation, he claimed that it can be “shut to a billion” immediately after the income injection in 2021 — allowing for Casetify to edge just one step nearer to unicorn position. 

As for his firm’s profitability, Ng answered with out lacking a conquer: “Which is not a problem. It has to be [profitable].”

2. Overshare your challenges

For Ng, who has a background in broadcast design and style, operating his own corporation by natural means came with a slew of difficulties.

The greatest hurdle? Studying the ropes of the production industry. 

“How can we get all this know-how in a small time and use it to the company? 1 of the skills that business people have to have is that potential to understand something in a extremely quick time and be ideal about it,” he shared. 

One mistake he recalled producing was the acquire of his initially industrial printer, which turned out to be a completely wrong obtain. 

It can be about give and get … you’ll be astonished how a great deal you know you can learn from other people’s encounter.

Wesley Ng

Co-founder and CEO, Casetify

“We misplaced about $50,000 … But we however preserve that equipment listed here as a reminder, we acquired that we must just humbly go and request for support from folks who have expertise in manufacturing.”

Talking overtly, or even “oversharing” your troubles as an entrepreneur, is a lesson Ng now holds carefully to his heart. 

“I satisfy business people about the globe and you can find anything about those people in Asia, [we’re] not as open up when it comes to the troubles that we have. It appears to be like you are weak, correct?”

“But that is extremely significant. Be open up with talking about the issues, talk about your learnings,” he said. “It is about give and choose … you can expect to be amazed how a lot you know you can master from other people’s encounter.” 

3. Entrepreneurship ‘not for everyone’ 

As an entrepreneur himself, Ng admits that it is really a title that’s been “glorified.” 

“It is really important, which is how you bring disruption and advancement to the world. But you have to request yourself, is that truly something that fits you? It is really not for every person.” 

Ng reported the most effective way to uncover out if it can be for you is to “get the job done intently with a founder” or join a small get started-up to find out how challenging it is. 

Casetify is now eyeing global growth of its retail retailers, in which consumers can design and style their have cellphone circumstance “ideal on place and get it within 30 minutes,” stated Wesley Ng, its CEO.