Introduction: Cutter Power to the People
The year is 2006. The world is in upheaval. Tech giant Google buys a little democratic video sharing platform called Youtube. Pluto is kicked out of the planetary brotherhood. Borat debuts to a shocked and chastened viewing public. And in Redmond, Washington, in a non-descript building nestled among a mushroom colony of Microsoft buildings, a little start-up called Selltopia is selling people’s possessions through an eBay consignment store (think Catherine Keener’s character in The 40 Year Old Virgin).
Little did they know that a product in their testing queue called the MH vinyl cutter would change the face of the world as we know it…
Chapter 1: Employee #1 Jaster Nyasulu Hops Aboard and Reports for Duty
USCutter: When did you start with the company, Jaster?
Jaster: March 6th, 2006.
USCutter: Wow. You know your start date to the day. That’s a lot of water under the bridge. All right. It’s 2006. Set the scene for us.
Jaster: My background was in web development. Building systems to sell in the supplementary insurance market.
USCutter: Interesting. Tell us about the early days on eBay with Selltopia.
Jaster: We were a 2 man operation, Marcus (the original owner of Selltopia), and myself. We would list products for customers on eBay. We’d photograph and describe them and sell them via a Chinese auction for a commission. We sold all kinds of items from antique jewelry to large size boat engines.
USCutter: Really, so what’s the story behind the MH? The vinyl cutter which made sign-production and apparel-decoration accessible to the masses?
Jaster: We were studying how different categories of products performed in the marketplace. And we knew pretty quickly we had a winner in the MH. Affordable relative to the competition, reliable, and easy to operate.
USCutter: So how did Selltopia become a sign and graphics supply wholesaler?
Jaster: MH was such a huge success on eBay that we had to quickly expand the business. USCutter.com was born. We moved to a larger warehouse in Woodinville, and we started carrying sign vinyl. In 2008, we brought on current president Karl Bowman to oversee the daily administrative operations of the company. He came from a background in the sign-making industry and had his own sign shop making cut vinyl graphics and digitally printed signs and banners.
USCutter: So from the ashes of Selltopia, USCutter.com (me) was born?
Jaster: Yes, the company was rebranded as USCutter to cater to the sign-making community. We brought on Orafol and launched GreenStar adhesive vinyl brands to sell through our new ecommerce portal. In 2008, in our industry, this was a fairly revolutionary way to do business and reach customers not served by local wholesalers.
USCutter: So, in 10+ years of developing a platform for servicing businesses, as well as beginners and hobbyists in this industry, what are the main lessons you’ve learned?
Jaster: USCutter has grown to a position of leadership in servicing this segment of business. From bringing on the MH, to Oracal products, to leading the charge into apparel customization with Siser heat transfer vinyl, and other brands, we always have to be pushing the envelope to remain innovative and relevant to our customers. WE CAN’T BE SLEEPING!
USCutter: Thank you Jaster. One last question, you’re also known in the community for your charitable endeavors. Can you tell us a little about Mzuzu Academy?
Jaster: Yes. As many people know around the office, I am from Malawi. And my heritage has always been very close to me, even living here in the Seattle area all these decades. Mzuzu Academy is a boarding school in my home country of Malawi that draws teachers from all over the world to come and teach grades K-12. It began in 2003 as a joint collaboration between myself and fellow Malawaian expats who perceived a need for the local children in the community to receive a quality education and exposure to the global community at large.
USCutter: That’s amazing. And it’s really snowballed since 2003, hasn’t it?
Jaster: Yes. We’ve been very fortunate to have the support of some very generous donors, and even famous people, like Tom Brokaw’s wife! The school has been in operation for 9 years, and now serves a student body of over 300, including students from other countries than Malawi! It is truly an international success story, and a symbol of what can be achieved when people work together. The academy is also home to an elementary school section and orphanage.
USCutter: Thanks so much for your time, Jaster, and all you do.