About the Company

The DIFFERENCE is a Black-owned business that markets heelless running shoes designed to prevent the injuries caused by traditional heel strikes. The company’s flagship product, the Heelless Technology Runners, is built around the concept that heel landings during running are detrimental to the body. By removing the heel, the shoes promote a more natural landing, similar to barefoot running. This innovation not only benefits athletes but also attracts medical professionals, like nurses, who experience less foot and back pain. Although the company is still not profitable, its revenue continues to grow as it expands its marketing efforts and builds a loyal customer base.

Idea Behind Company

The idea for The DIFFERENCE originated from Olguy Songolo's father’s research at Boston University, where he discovered the harmful impact of heel strikes on the body. As a child, Olguy wore prototype heelless shoes his father designed, experiencing firsthand the comfort and benefits of this unique design. The idea was put on hold for decades but was revived in 2016 when Olguy and his father decided to bring the heelless shoe to market. After extensive research and development, including digital prototyping and securing a patent, they were able to create a shoe that could potentially revolutionize the way people run and walk.

Creating the Company

Building The DIFFERENCE was not without challenges. After deciding to pursue the idea, Olguy and his team faced significant hurdles in design, prototyping, and manufacturing. The first prototypes were expensive and difficult to create, with multiple failed attempts leading to costs of over $7,000. A breakthrough came when Olguy traveled to China to work with manufacturers. Despite having no experience in design or manufacturing, he persevered through language barriers and cultural differences, even facing personal hardships, including a root canal and a typhoon. The company also secured a patent for their heelless shoe design, ensuring their innovation was legally protected.

Launching the Business

The launch of The DIFFERENCE was a difficult and costly endeavor. Initially, the company focused too heavily on the product, assuming that great shoes would automatically lead to customer demand. However, without a clear marketing strategy or funds for promotion, the early stages of the business were marked by weak online sales and multiple website redesigns. Despite these setbacks, Olguy used creative methods, such as attending trade shows and engaging directly with potential customers, to increase exposure. The family funded the venture with their savings and home equity, learning valuable lessons about the importance of having a solid marketing budget in place.

Earnings

While The DIFFERENCE is not yet profitable, the business has seen significant growth, particularly in terms of revenue. The company has been grossing about $12,500 per month, with a gross margin of around 76%. Marketing has played a crucial role in driving sales, with Instagram and Facebook proving to be the primary revenue sources. Through creative campaigns, such as limited edition shoes and themed promotions, the company has been able to attract and retain customers. However, the company is still refining its approach, learning from past failures like unsuccessful Kickstarter campaigns, and continuing to test new platforms like Alibaba to expand its reach and potential for profit.