See the World Without Going Broke
If you don’t want to be confined to a desk, how about living in an RV or jetting out on a series of one-way plane tickets around the globe? For those looking for a room with a view, preferably one that someone else pays for, read on.
Don’t Cry for These Tango Adventures in Buenos Aires
Subscription Box Service Delivers Candy from Japan
American Expat Coaches Families Who Move Overseas
Bali Holiday Leads to “Heady” Import Business
DON’T CRY FOR THESE TANGO ADVENTURES IN BUENOS AIRES
NAME
LOCATION
BUENOS AIRES, ARGENTINA
STARTUP COSTS
MINIMAL
INCOME
$15,000/YEAR
WEBSITE
After traveling to South America, an American woman falls in love with tango and creates a group experience to teach others.
Sasha Cagen is currently living and working in Buenos Aires, Argentina—but she didn’t start out there. She first discovered the city several years ago while on a long trip around South America.
From the moment she saw tango on display in a public square, and then danced a beginner’s version of it the same day, she knew there was something special that spoke to her. Then she practiced more and took lessons back at home in California. She attributes the dance with helping her gain confidence, improve her relationships, and even get in the zone with her writing.
When she moved to Buenos Aires, she planned to “live tango at the source” and get a deeper experience of the whole culture. It was while she was there that she had a bolt of inspiration. She wanted to design a weeklong experience to share with other women what she had learned over the last few years of dancing. Before she returned to the United States for an extended visit, she checked out hotels and found an instructor to teach the actual tango lessons.
Back in California, Sasha created an all-inclusive experience that would facilitate this deep-dive into tango that she’d experienced. The $2,195 fee includes pre- and postcoaching sessions with Sasha, private lessons with the tango teacher, and four milonga outings, where dances are held through the night.
Sasha encourages everyone to stay at the same hotel, to further encourage the group bonding. She also includes group outings to help build community—they all go shoe shopping and have a few shared meals.
Once she had the logistics figured out, and six months after the bolt of inspiration, she launched her sales page. She was soon back in Buenos Aires leading her first Tango Adventure experience with the five women who’d signed up.
That first group came just from marketing to her own email list, from her primary business as a life coach for women. In fact, for a while that was her only marketing. Eventually, she started getting tango clients from different sources.
The money she makes from her tango hustle isn’t enough to live on, but it’s helped to supplement her lifestyle and allowed her to focus on her writing. The original costs of moving to Buenos Aires have long been offset by the lower cost of living in Argentina, as compared to California.
Beyond getting paid for something she loves to do, Sasha enjoys connecting with the women that go on her trips. She imagines that when she releases the memoir she’s been working on, women who read it will want to travel to Buenos Aires and experience tango for themselves.
For now, she’s happy to let things evolve organically and see how each of her projects might support the other in the long run.
“Tango teaches you things in a way that you might never learn any other way. The amount of self-awareness and insight a person can gain through studying tango is immense.” —Sasha
FUN FACT Sasha’s clients range in age from twenty-eight to seventy. One of her favorites, a sixty-year-old woman who had recently divorced her husband of thirty-five years, came on a Tango Adventure trip to fulfill an item on her bucket list—to dance tango in Buenos Aires—and Sasha got to help her check it off the list.
CRITICAL FACTOR
Many women who come on Sasha’s trips are in search of adventure or rediscovery. The sense of experiencing the world as part of a group is important to them, and they might not take a trip like this solo.
SUBSCRIPTION BOX SERVICE DELIVERS CANDY FROM JAPAN
An expat living in Japan searches Tokyo for the most unique candy he can find, and then ships it to subscribers worldwide each month.
When you go to Japan, be sure you see the cherry blossoms and the shrines of Kyoto. And before you leave, take time to visit a local convenience store. It’s not just where you go for a soda, it’s an immersive cultural experience. You can find everything from fully prepared meals to a kimono for formal occasions.
On your way into the store, you might also notice the vending machines. In Japan, vending machines are a tourist attraction of their own. Among many other options, you can pick up your choice of dozens of kinds of candy.
But if you can’t make it there right away, there’s another way to experience this magical land…and it’s all because someone decided to try something fun and unusual.
Nearly a decade ago, Bemmu Sepponen moved to Japan from his native Finland. He had met the woman who would become his wife when she came over as a foreign exchange student at his university. After moving abroad to be with her, he worked remotely for an employer back in Finland, but he also had a lot of spare time. He wanted to create a second income, and before long he hit on an idea: Why not sell Japanese candy to people outside of Japan?
Not only was it a great idea, he also chose a great model for this hustle: instead of one-off sales, he set it up as a subscription box service. For $29 a month, shipping included, Candy Japan would send people two boxes full of interesting and unconventional sweets that could only be found in the Land of the Rising Sun.
Starting out was easy. Being a programmer, he made his own website, and he didn’t invest in inventory. He only went out to purchase the candy whenever orders came in, so the entire project funded itself.
Just as the candy is ever-renewing, so too are his subscriptions. They didn’t arrive all at once—they came over time, slow and steady, until he grew to more than three hundred people paying that $29 a month.
In addition to subscriptions, he also offers gift purchases of a single month, or even a whole year. This has been a great boost to his ongoing monthly subscribers, and for a while he had income of $15,000 a month from the project. It’s slowed down a bit since the peak, but still brings in at least several thousand dollars a month.
Bemmu has tried a lot of different things to market Candy Japan. One of his most successful marketing attempts came from a post he replied to on Reddit. Someone asked, “What is the most ridiculous thing available on the internet for $25 shipped?”
Bemmu replied, “My subscription box of candy from Japan is just $4 more than that. It’s pretty ridiculous.”
His website received two thousand visits over the next few days, and more than thirty new subscriptions. That one post resulted in him earning an additional $10,000 that year.
“I started Candy Japan with the idea of mailing Japanese sweets to subscribers around the world on a twice-monthly basis. It worked! Hundreds of people signed up, and we kept sending them crazy Japanese candy for years.” —Bemmu
FUN FACT You might think that Bemmu would run out of candy options after a while, but candy in Japan is serious business. There are more than forty different Kit Kat flavors alone.
CRITICAL FACTOR
It’s candy from Japan! And even if you don’t want to subscribe for yourself, it makes for a fun gift.
AMERICAN EXPAT COACHES FAMILIES WHO MOVE OVERSEAS
NAME
LOCATION
HALIFAX, CANADA
STARTUP COSTS
$300
INCOME
$10,000/YEAR
WEBSITE
After living in multiple countries with a family, a technical writer creates a service to help other people interested in having a similar experience.
Jeff Parker is a technical writer and textbook author who works at home. As for where he lives, it’s kind of a long story.
Jeff is American by birth and passport, but he now resides most of the time in Halifax, Nova Scotia. He met his wife, Maylia, while they were both living in South Korea more than twenty years ago. Since then, Jeff and Maylia—and eventually their two children—migrated around the globe to a lot of different spots. They lived in the Czech Republic, back in the United States, and then in Denmark and Germany. And that’s not all—long ago, Jeff served in the military and was stationed in the Middle East.
All these experiences gave him a different perspective than a lot of people have, especially those who haven’t traveled as a family. Jeff believed that while he’s been fortunate, his experience didn’t need to be extraordinary—most families can do what his has done. He also knew that many of them want to, but just don’t know where to start.
Some parents perceive that living abroad or extended travel is something for young people or couples without children, when in reality there are also many families who strike out to see the world and describe it as a life-changing experience.
If this sounds like the makings of a side hustle, well, it is!
For a long time running, Jeff’s friends (and friends of his friends) would call or email him to ask questions. When he and his wife were out in a group, the topic would come up, often becoming the whole focal point of the conversation. Jeff did a number of informal chats and meetings, but people had more and more questions.
At some point, he grew frustrated. He liked to be helpful, but he also had a job and a family of his own. Finally, he realized he could keep being helpful—he could always provide quick answers for free and compile some basic info on a website—but for those who were serious about moving overseas, maybe a personal consultation was just what they needed.
One riddle he had to solve was how much to charge for the service. He started at $50 an hour, and then went to $75, and ended up at his current rate of $150 an hour. You can communicate a lot of information in a focused, hour-long call, so there’s real value for the customer, and at that rate it’s also worthwhile for Jeff.
This side business now brings in more than $10,000 a year entirely through that coaching, which Jeff does apart from his regular work as a technical writer. His next step is to diversify, since there’s only so much time he can devote to coaching sessions.
In pursuit of that goal, he’s creating an email series that will provide a ton of specific, helpful info that doesn’t require him to be on the phone for an hour. Depending on their needs and preferences, clients can choose whether they want the written information or a real-life session.
Back when he was traipsing around eastern Europe, or stationed in the Middle East during his military service, there wasn’t a strategic plan to eventually turn it into a business—Jeff was just enjoying the process.
He had no idea those stamps in his passport would eventually be so valuable.
“The first time I charged money for helping a family overseas, I couldn’t stop smiling. It clicked because I realized that this is something people are willing to spend money for.” —Jeff
FUN FACT When planning to move abroad as a family, Jeff recommends a three-month plan from decision to move. Of course, some people may take longer or shorter, but in his experience, this is the time frame most people need to sort out jobs, housing, and schools.
ACTION PLAN
1. It’s much easier to be a coach who provides an easily understandable service. “Helping families master the transition to living overseas” is ideal. What can you offer?
2. Speak with three to five people who meet the target market—people who could benefit from your offer. Ask them in detail about their questions, needs, fears, and concerns.
3. Create a workflow for a consulting session. Plan for each session to have clear outcomes for the client.
4. Make it simple for people to sign up. Create a one-page website that includes an option to take payment right there.
5. Follow up with clients after the session with a list of notes and further recommendations.
CRITICAL FACTOR
Many people with families would love to move abroad, even if just for a year or two, but naturally they have many questions and concerns. Jeff is an expert and understands their needs. If you’re in that situation and considering a major move, a session with him is an easy purchase.
BALI HOLIDAY LEADS TO “HEADY” IMPORT BUSINESS
NAME
LOCATION
BALI, INDONESIA, AND SAN FRANCISCO, CALIFORNIA
STARTUP COSTS
$10,000
INCOME
$30,000 IN ONE YEAR
WEBSITE
BALISKULLS.COM [inactive]
Fascinated by Balinese culture and sensing an opportunity, this San Francisco native imports and resells an unusual set of items.
For account executive Michael Sindicich, his vacation to Bali was a way to break free from a series of stressful, seventy-hour San Francisco work weeks. He needed to find a little corner of the world where he could relax. One night, taking a stroll among the Indonesian markets and boutiques, he happened upon a stall filled with Balinese carved cow skulls—and instantly fell in love with their unique and intricate designs.
At $80 each, these high-quality skulls were a real bargain…but they came with a headful of problems. Because of their size and delicate nature, you couldn’t just pop them into your suitcase. Doing some further research, Michael found stories of people who had been stopped at customs and had the items confiscated, even though they were perfectly legal. So instead of buying local, he figured he’d wait until he got home and try to order one online instead.
Before we go on, you might be wondering how these skulls are sourced. Indonesia is predominantly a Muslim country, but Bali is where most of the Hindu minority lives. Cows are considered sacred in Hindu culture, and the skulls are taken from animals that have died of natural causes. They are not killed in order to use their skulls for art—instead, it’s a process of using every part of the animal.
Once Michael was back in California, a few Google searches revealed that the skulls were retailing for over $300 in the United States—a full $220 more than he’d seen in Bali! Right away, he was struck with an idea for his next side hustle. He knew he couldn’t be the only traveler in the world who’d wanted to bring back a skull from their Balinese holiday.
Michael spent the next few weeks in between his job responsibilities scouring the internet, trying to find a company in Bali to help him import the skulls. He had almost given up when he turned to YouTube to watch videos of local artists. In the descriptions of one of the videos, he found a blog, which led him to a company. Using LinkedIn, he found the owner of the company and sent him a message to propose a new partnership.
After a few messages back and forth, they came to a deal. Michael ordered one hundred hand-carved skulls for $10,000…and then began to play a nervous waiting game.
He admits that sending such a large amount of money to someone he barely knew on the other side of the world was scary and potentially reckless. But after a few months of waiting, the shipment arrived, and he had his first batch of stock ready to sell.
Over the next few weeks, Michael began to create a marketing campaign for his unique works of art. He put together a website using the brand name Bali Skulls, and started an Instagram feed to bring the skulls back to life through social media. He also invested a small amount of money in advertising, trying to maximize his visibility. Lastly, he found spaces at local markets and events to promote the skulls in person.
Within a month of receiving his first shipment, Michael had made his first sale for $300. Since then, he’s gone on to make up to $3,000 in sales of the skulls in one week. When we last spoke, he predicted that he’d have no trouble selling the rest of his inventory within the year.
His next steps are to increase the visibility of the online store, as well as spread the word through local markets in San Francisco. He’s also targeting interior decorators and retailers.
It looks like this side hustle has already got a good head start—or is it a skull-rattling success?
“Find a good product you can make margins on, assess the market need, find a reliable supplier, and speak with them on video call. Then order small to start, and stay lean.” —Michael
FUN FACT The Balinese use a 210-day calendar called the Pawukon. It consists of 10 weeks composed of 10 days each. This special calendar isn’t used in the rest of Indonesia, which can sometimes lead to confusion.
CRITICAL FACTOR
Getting Balinese art direct from the source can be a customs and logistics nightmare. Michael figured it out for a niche product, and is able to help himself while also helping local artists.
ESL TEACHER MOONLIGHTS AS “SURPRISE VACATION” PLANNER
NAME
LOCATION
CHARLOTTE, NORTH CAROLINA
STARTUP COSTS
MINIMAL
INCOME
$25,000 IN REVENUE, $5,000 IN PROFIT IN YEAR ONE
WEBSITE
An elementary school teacher creates a service-for-hire to “whisk away” travelers to surprise destinations.
Charlotte McGhee is an English as a Second Language (ESL) teacher at an urban elementary school in Charlotte, North Carolina. Until two years ago, she had never had a side hustle.
She didn’t know how to create a website, decide on pricing, or market herself—but she knew that she loved planning travel for people. She was good at it, and she noticed that other people often didn’t know where to start when planning a trip. And while she would happily pass the time looking up options and sample itineraries, other people didn’t want to sit in front of a computer for hours after work to do all the research.
Still, she’d only helped friends, and only for free, until one weekend when she and her husband were sitting in a bar in Savannah, Georgia, on a quick weekend trip that she’d planned. Naturally, she’d plotted out all sorts of activities and spots to explore in advance.
Before the trip, she’d been pondering the idea of starting a trip-planning service. Her husband looked at her and said, “You know, you should really do this.”
So she did.
The service is called Whisked Away Surprise Travel. Charlotte created a simple website where prospective clients complete an intake form. The form asks about their budget, travel dates, and which region of the world they’d like to travel in. They also note any preferences or “wish list” items.
Each client gets a completely customized trip to a surprise destination in the region of their choice. It’s just ten minutes’ work for the client, but then Charlotte spends around ten hours per trip doing all the research and preparing a detailed plan.
Two weeks before they leave, clients receive an email detailing (a) what time to arrive at the airport, (b) what to pack, and (c) what the weather will be like.
One week before, they get a surprise envelope with their entire itinerary inside: flights, accommodations, restaurant recommendations, and activity suggestions. Charlotte is hard core—she recommends that clients wait to open it until they get to the airport!
Clients pay the total amount of their trip up front when they book. For example, if someone wants to take a weeklong solo trip to Latin America, those prices start at $1,500. The price includes both the travel expenses and Charlotte’s planning fee.
Her very first clients were a couple who wanted to celebrate their honeymoon with surprise travel. Charlotte got the notification of payment on her phone while she was at a school celebration with her colleagues…and screamed out loud. When she showed it to everyone, it started a great conversation about going after things you are passionate about.
As business slowly grew, clients came in through referrals. That first couple referred their wedding photographers (also an engaged couple) and they booked a surprise honeymoon too.
In her first year, Whisked Away brought in $25,000 in revenue. Most of that total was used to pay for clients’ travel, Charlotte’s own travel, and some small marketing costs. Net income was around $5,000.
Having someone else book your vacation isn’t for everyone. For some of Charlotte’s clients, the trip she books is their only one of the year. If you enjoy planning, or if you don’t like surprises, then Whisked Away is probably not for you. On the other hand, if travel planning stresses you out and you’re open to new experiences, it could be the perfect fit.
When she was starting out, Charlotte was impatient to book those first clients. A friend of hers said something that stuck with her: “You aren’t selling $50 shoes. People aren’t going to wake up in the morning and decide to buy a surprise trip on a whim. Give it time.”
That friend was absolutely right. What she’s selling is not only a big-ticket item, but it’s also something that people purchase with no idea of what they’re going to get. She’s had to build trust with her clients, and also find the right people in the first place.
No travel plan survives contact with the battleground of real travel, but Charlotte has learned to make adjustments in response to conditions on the ground. For example, during that first year, a client used Whisked Away to book a solo trip to Latin America. Charlotte was excited because Latin America is her favorite region. The client had also just finished her yoga teacher training, so she sent her to an amazing beachfront spot in Cartagena, Colombia. It was perfect…or at least, it started that way.
Three days into the stay, Charlotte got an email letting her know that the electricity had been out at the hotel for forty-eight hours. Apparently, the city was working on the grid where the hotel was located. Charlotte got the client rebooked in a different place and she was happy, even referring another client who booked right away after she came home.
The experience was a reminder that there are some things with travel that just can’t be controlled. Even for a person who loves to plan, being able to respond to changes can sometimes be just as valuable.
Next, Charlotte wants to reconsider her pricing to make sure she’s being fairly compensated for her time. Profit of $5,000 in year one isn’t bad at all, but for this to be sustainable, she’ll need to make more. She plans to keep working with immigrants in the school system for her day job, while growing Whisked Away and serving more clients.
She’s also recently added an option for gift card purchases—perhaps a good holiday gift for someone out there in need of a surprise vacation.
“In the first few months, read everything you can and hustle it out. But once you have your project in place, try to sit back and let things play out a bit. Surrender a little!” —Charlotte
FUN FACT One of Charlotte’s clients was traveling alone, and her mother was concerned—so Charlotte took the mother out for coffee. She says that all she did was listen, but by the end of the visit, the client’s mom felt reassured.
CRITICAL FACTOR
Some people love planning trips, and some hate it or just get overwhelmed. Charlotte’s service focuses on those people who don’t love the planning, but still want to take a vacation. As a teacher, she has clear organizational skills to keep track of all the details.
SIDE HUSTLE LABS
Working from the Road
For more than fifteen years, I’ve had a location-independent lifestyle where I can do almost all of my work from wherever I am. This doesn’t mean I don’t have a home—it just means that frequent travel is a big part of my life, and I’ve learned to incorporate it into everything else I do.
It’s harder than it looks. Based on reality, not a promise of brushing sand from your laptop while you work from the beach, here are some tips that might help.
• Set yourself up for success: If you’re trying to see the world, you need to see the world—and not everything can be a priority. Give your work the attention it deserves, no matter where you are.
• Be intentional about what you hope to accomplish: When there’s a lot happening or if you’re just easily distracted, you need to have a specific idea of what needs to get done. Otherwise, nothing will get done.
• Let go of material things and obligations wherever you can: Life is all about choices. Ask yourself, “What can I let go of?” Don’t obsess over what pair of socks you should pack for your two-week overseas trip. Trust me on this: you can buy socks all over the world. (I know, globalization is crazy!)
• Capture pockets of time wherever you can: Always carry a notebook with you, and take advantage of downtime. Make a “ten minute list” of things you can accomplish in a short period of time—while riding the bus, waiting at the bank, or whenever you only have a few minutes before dashing for an airport shuttle.
For more, visit SideHustleSchool.com/travel.
* Bemmu made his website himself, and only purchased the candy for his first shipments after he had received a batch of orders.