About the Company

Growave is a comprehensive marketing tool designed to help Shopify brands grow by integrating multiple features such as loyalty programs, reviews, and social media. Based in Bishkek, Kyrgyzstan, the company began with a small, dedicated team of founders and developers. Initially, the business struggled to be profitable, and the product's development was slow. However, with persistence, Growave now serves over 12,000 merchants, making it a prominent name in the Shopify ecosystem. Over time, the company has scaled its team, refined its product, and developed a strong marketing and support strategy.

Idea Behind Company

The concept for Growave emerged after Eldar and his team realized that the e-commerce market was rapidly growing, and there was a need for a comprehensive, all-in-one marketing tool tailored for Shopify merchants. Drawing from their experience in developing IT products for SocialEngine, the team wanted to create a product that would offer significant value to e-commerce businesses. They saw an opportunity to address several pain points that Shopify merchants faced, particularly in managing marketing functions like loyalty programs, social proof, and promotions in a single app. Despite the steep learning curve and lack of local expertise in e-commerce solutions, they proceeded with developing the tool.

Creating the Company

In its early stages, Moon Joggers was a side project while Angela worked full-time and pursued her MBA. Encouraged by her father, she transformed the initiative into a business, investing in custom medals and t-shirts to attract participants. Initial funding came from her best friend, Darnell, who contributed $1,000 and became a business partner.

The first virtual race aimed to raise funds for a community member whose son was battling cancer. This charitable element resonated with participants, establishing a tradition of philanthropy. Angela soon discovered that custom medals were a significant draw, leading her to collaborate with professional designers for high-quality, themed medals.

By 2014, the company had gained enough momentum for Angela to leave her job and work on the business full-time. Through trial and error, she mastered website creation, shipping logistics, and marketing strategies, turning her passion into a scalable operation.

Launching the Business

Virtual Run Events formally launched in 2013 with a modest start-up budget. Early challenges included sourcing professional-looking medals and managing logistics. Angela leveraged WordPress for her website and Race Entry software for race registration, keeping costs low. Initial profits were reinvested into expanding the business.

Social media, particularly Facebook, was instrumental in attracting participants. Angela created an inclusive community where runners and walkers of all levels could share experiences and support one another. Positive word-of-mouth and targeted advertising helped the business grow organically.

Over time, the company expanded its race offerings, incorporating creative themes like National Cupcake Day and Ugly Sweater Day. This variety, combined with the flexibility of virtual races, attracted a loyal customer base that appreciated the convenience and fun of participating on their own terms.

Earnings

Virtual Run Events generates $95,000 in monthly revenue, primarily through race registration fees. These fees cover production costs, shipping, and donations to charity. To date, the company has donated over $860,000, with a goal of reaching $1 million by the end of 2021.

The company operates with a lean team of three part-time employees, allowing it to maintain high profit margins while offering flexible work arrangements. Angela reinvests earnings into advertising, new race ideas, and partnerships with charities.

Looking ahead, Virtual Run Events plans to continue innovating with new race concepts and expanding its charitable impact. Despite the challenges of increased competition and changing social media algorithms, Angela remains confident in the company’s ability to adapt and thrive in the growing virtual race market.