Entrepreneurship
Built a $500 side business into a $500,000 company.
Role
Co-Founder
Overview
Rebel Decal began with $500, a home office, and a handful of Jeep decals.
Over five years, it grew into a custom graphics, vehicle wrap, and e-commerce company generating approximately $500,000 in annual revenue, employing five people, operating from a dedicated warehouse and wrap facility, and ultimately reaching a successful acquisition.
As co-founder, I led the business side of the company — marketing, finance, operations, hiring, systems, customer experience, strategic planning, and growth — while my husband led production and installation.
01 — The beginning
Started with one product
The business began with Jeep decals designed for a niche enthusiast community.
Every order was packed from our home office. Every customer email, website update, marketing campaign, invoice, and vendor relationship was handled internally.
The challenge was never simply creating more products. It was building a company capable of supporting growth.
02 — How it scaled
From side hustle to operation
Growth came from expanding both the product catalog and the business infrastructure behind it. New products, new revenue streams, new systems, and new people all required the company to evolve beyond its original startup roots.
03 — What I owned
Building the business behind the product
I was responsible for nearly every business function outside production and installation.
Running a small business removes the distance between decisions and consequences. Every department eventually reports back to the same P&L. The experience taught me how finance, operations, customer experience, marketing, and growth are connected in practice — not just in theory.
- —Financial management and budgeting
- —Pricing and profitability analysis
- —Website and e-commerce operations
- —Customer acquisition and digital marketing
- —Email marketing and retention
- —Subscription program strategy and growth
- —Hiring, onboarding, and team management
- —Customer service systems
- —Vendor and supplier relationships
- —Product launches and merchandising
- —Strategic planning and growth initiatives
- —Acquisition preparation and transition support
04 — Evidence of growth
Outcomes
The goal was never simply to sell more decals. The goal was to build a business capable of supporting long-term growth, creating jobs, serving customers at scale, and eventually becoming valuable enough for someone else to buy.
$500 → $500K
Revenue growth from startup to acquisition
5
Employees hired and managed
Warehouse + Facility
Scaled beyond a home-based operation
Successful exit
Business sold after sustained growth
Then / Now
From side hustle to operation
Then
- —Home office
- —One Jeep decal product line
- —Two founders
- —Local enthusiast audience
- —Informal processes
Later
- —Warehouse and wrap facility
- —Decals, custom graphics, vehicle wraps, apparel, flags, and merchandise
- —Successful recurring decal subscription program
- —Team of five employees
- —National e-commerce customer base
- —Operational systems and workflows
What growth looked like
From niche decals to a full custom graphics brand.
