I went bankrupt before I could fix my business…

July 28, 2022
One of the many problems with social media is that it paints an unrealistic expectation of people’s lives and businesses. Many online personalities and influencers want people to think they’re always killing it. Today’s video is the opposite. I’m going to give you some updates about my company, ENEMY, which is not killing it. Things have taken longer than what I wanted, hoped, or even expected.

Take it behind the barn and shoot it

5 months ago, I published a video about ENEMY shutting down. I laid out why it hasn’t been successful. I also talked about Kevin O’Leary’s concept that if a business is not successful or profitable in 36 months, the company needs to be taken out behind the barn and shot. It’s been 31 months for ENEMY, so I have 5 months to figure it out.

I was expecting to launch the new website 4 months ago. Everything that could have gone wrong has gone wrong. And during this time, I’ve had to support the business costs. I have basically run out of money at this point. I’m not complaining; I’m just letting you know that sometimes life and plans don’t go according to what you expect. I have used my personal accounts to loan the company money to support the business.

What screwed up

The goal was to create a brand competing with companies like Ray-Ban and Shady Rays. I knew I could build a better product, so I designed these sunglasses. I wanted a company I love because I was sick and tired of spending $300 to $500 for badass shades, and I made the best sunglasses in the market for the price point.

I nailed the product, but I did not nail the business model. With the profit margins and the way that I was trying to sell, it wasn’t working. I also hated the website. It’s been embarrassing. I just totally screwed it up when it came to marketing and margins. I did not figure out how to convert cold audiences or people who didn’t know who I was. So that was the goal of this new website and the new sunglasses styles.

One of the things that took so long with this new website was the technology. The website has a virtual mirror in which you can select your sunglasses and try them on. You can even turn your head to the sides, and you can take a picture while you’re in there.

Six month deadline

The new inventory is on this new site, and if I can’t move it, this business will not be around. I will shut down ENEMY and sell the URL because enemy.com is valuable. I’m going to take a few more months, perhaps 6 months, and try it. If I’m not seeing substantial progress in the next 6 months, my time is more valuable.

I genuinely believe in the brand ENEMY, which I recently launched two additional new styles. They are sick, insane, and fun. But, what led me down the wrong path was excess inventory and insufficient styles going deep instead of wide.

You should check out the new website and play around with it. See what you think of it. Is it a better experience? Comment here. Also, scroll down and check the reviews to see what people say about them. I’m proud of the styles, the branding, and the company. That’s why I’m not ready to move on.

No regrets

At least I have given it my best shot. I’ve tried and then tried again. The bottom line is that I just want to address that in the social media world we live in now, and how people are talking hype. But from one entrepreneur to a potential entrepreneur, the reality is that things are not always great. Even with 6 million subscribers, it’s not reality. Sometimes life throws you curveballs, and you must figure out how to hit them. I just don’t want to regret not trying.

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Aaron Marino (alpha m.) is the number 1 men’s lifestyle influencer with over 8 million followers combined across multiple social media channels.

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