CastleLab started out as a custom real-estate agent web design service, turned an award-winning design studio, specializing in web design, branding, and UI/UX projects.
Our story of how CastleLab came about is quite fascinating. So fascinating that I felt the need to write this article. This is my perspective of how we built CastleLab, and what I learned in the process.
It all began with a small bang. A reddit post on my university sub-Reddit by one of the co-founder, looking for partners to start a side business. 19 commented. 6 followed-up. 3 actually met.
19 commented. 6 followed-up. 3 actually met.
For the next 4 months, all three devoted 4 hours every weekend to find a niche market to start a business in. Through countless brainstorming and market validation, the three agreed on the idea of designing, coding, and maintaining fully custom websites for real-estate agents in Vancouver, BC.
Once the niche was defined, so their hunt for clients began. To find their first client, they came up with an ingenious idea of creating a blog. The blog featured wholesome interviews of real-estate agents to present themselves as relatable to home seekers. Featured agents got their exposure, and CastleLab had the opportunity to sit down with prospects to pitch their services of creating custom websites. Luckily, agents who were willing to sit down for an interview, were also looking for other channels to elevate their digital presence. That's where we pitched our a custom website service. Eventually, CastleLab gained its reputation, and landed their first client.
As client base took off, CastleLab needed some design help. That's when Leo Chazalon, one of the founder, reached out to UBC UX Hub, a design club that I was a member of. Having learned about this opportunity, I made the most critical decision in my undergraduate career.
It was August 2018, Leo and I got in touch and scheduled an informal interview. I wanted to see what was happening behind the curtains. All I saw were their media coverage, their sleek website, and their blog posts. With nothing to lose, I began internally scripting my answers to potential interview questions.
As I internally prepped myself for the interview, I quickly realized that I didn't have any technical skills to offer. My business acumen were an accumulation of:
I had no experience in design. I'm a cognitive systems major. Nothing in the past indicated that I am ready for this position. What should I do?
I had no tangible skill to offer, but my mind was set on learning and that was my selling point. I went to the interview and was transparent about my qualifications. I know I lack this and that. But I am learning to do it.
I know I lack this and that. But I am learning to do it.
And so I joined the next meeting.
At our first meeting, we discussed our new business model and our plan to deliver custom websites in 4 weeks, from first discovery session to launching the website. During the entire meeting, my eyes were filled with joy, being able to contribute my opinions and see the inner workings of the business.
After the meeting, I was given a task to copy an existing website and reproduce it on Figma, a design software I was not familiar with. It was a chance to prove myself to which I excitedly accepted. "When do you think you can finish this by?" Leo asked. After a quick thought, I gave Leo a conservative estimate of one week, to give myself time to learn Figma and reproduce a website in high fidelity. Among school assignments and a part-time job, I assumed it was reasonable. Oh my was I naive.
Oh my was I naive.
"We don't have a week to do anything." Leo replied kindly. As a small business working to deliver high quality work, in a short time frame, a week was an exorbitant amount of time. As a student, assignments and exams were assigned at least a week before it was due but the business clock ticks faster than a student's.
I learnt this lesson fast. I stayed in the meeting room and finished my task in three hours. I proved to the team that I was able to do it but more importantly, I proved myself wrong of my self doubt.
A few months and a couple of projects up my sleeve, I began to take ownership of projects from writing up the proposal, meeting clients, delivering final designs, and after sale services. I took up all opportunities and as a result I was learning so much. Until I didn't.
After a year at CastleLab, time seemed slower, tasks became repetitive, and patterns emerged. In other words, I was getting used to the work and I felt like I was nearing the plateau of the learning curve.
I brought this up to our team, and we all agreed that we needed a new direction.
Market ourselves as a design studio.
Based on our discussions and evaluation of our strengths, we decided to expand our services beyond building custom websites for real estate agents. We pivoted quickly. We informed existing clients of this change and began crafting a new business model, and shifted our marketing strategy.
Next chapter is unraveling at you read this. Stay tuned!
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