EnterprenuerWalter Gonzalez is an entrepreneur by nature. He built GOJA over 15 years ago using his combined expertise in e-commerce, finance, legal, and accounting.
These skillsets make the company one of the fastest-growing marketplace sellers on amazon.com.
Walter’s vision for GOJA is to be the leading operator in the Amazon aggregator market and be a dominant resource for driving the new online marketplace-dominated landscape.
Walter’s solid and proven experience selling on Amazon has helped him scale GOJA to year-over-year growth.
With a plan to make GOJA the next unicorn company worth $1B within five years, he continues to guide the company as an integrator, powerhouse operator, and aggregator.
What is the story of GOJA?
Thirteen years ago, I fell in love with marketplaces. I remember being part of a company that owned $600,000. It was owned by a client who couldn’t pay.
There is no way we are going to lose this money.
Walter Gonzalez
But then eBay sprung up. This marketplace brought all that inventory to eager buyers worldwide, and this was a turning point for me.
Marketplaces were set to revolutionize retail. A built-in customer base, retail infrastructure, and the ability to sell like us were tremendous opportunities.
How do you stay productive?
My day begins with my daughters taking me to school. I also spend 30 minutes in the car, which is my favorite part.
It sets the tone for the rest.
For the first two to three hours of my workday, I do my best to be by myself.
I don’t schedule appointments to plan for the next day and get the right mindset before meeting with my leadership team.
GOJA uses a “5-15” format where each team member takes 15 minutes to share their weekly updates, plans, and short-term goals and discuss how they fit into the larger monthly goals.
The meetings will cover various topics, such as management, recruiting, nurturing GOJA’s culture, and building investor relationships.
After each leader has delivered their updates, I spend five minutes reviewing the big picture and strategic planning.
How do you bring ideas to life?
Studying law and finance in Florence, Italy, has impacted my ability to generate ideas. My opinions involve the creative and logical parts of my brain.
They often come together to make things happen. At the same time, many people believe that the logical vertical is responsible for starting and growing businesses.
I find that the creative part of my brain generates ideas. The rational side helps me break them down and present them in a way that is understandable.
The ideas’ maturity, creativity, or logic will determine how I bring them to life. It doesn’t matter if they’re new and creative.
I won’t get it to the VP of Supply Chain to implement a strategy because it isn’t mature enough.
The execution framework will be determined by the context in which an idea should be realized and the part of the creative/logical spectrum on which it falls.
Ideas must be more extensive and complicated to build and grow businesses. It is possible to have an idea come true, but I must save it for the right people at the right time to make it a reality.
What’s your favorite trend?
I am fascinated by e-commerce and its impact on the world. It’s going nowhere, which is the most exciting part. While Amazon is a relatively new market, selling and buying products has been a part of the Amazon ecosystem for some time. Brand launching is one of the most recent trends.
E-commerce platforms are becoming more popular, blurring the boundaries between generic and non-household brands. Small businesses thrive because people can instantly launch brands from anywhere globally and reach their target audience.
E-commerce has grown significantly over the past decade, but branding and marketing via e-commerce are here to stay. My favorite thing about eCommerce is its ability to give small businesses and entrepreneurs an edge over generic brands.
What habits make you productive?
My imagination is unlimited. I don’t ever say “no” to myself. I’m realistic about my capacity, but I don’t tell myself it is impossible.
What’s your advice for the Noob?
For a long time, I believed I had to be an expert in certain areas or have previous experience before starting something new.
If I could offer advice, I would advise myself to start GOJA sooner. Starting a new business will always involve learning curves, so the best approach is to do it hands-on.
GOJA would not have been possible if I hadn’t gone through the trials and errors of my first business. These may seem contradictory, but I would advise my younger self to try sooner and be patient.
What is one thing we can all agree on?
You don’t necessarily need money to start a business. Entrepreneurs often tell me, “I have a great idea, but I don’t have enough money to make it a reality.”
You can do anything if you have the right people to support you, whether it’s your mom, wife, or bank. You can achieve anything if you have the proper credit and credibility and believe in yourself.
What do you recommend as an entrepreneur?
I avoid social media. I don’t have Instagram or Facebook to protect my brain’s information. It was hard to remember seeing Instagram posts of people having fun at work or others who were more successful than me. I ignored all the noise to focus on my business growth and regain control.
I learn my information in other ways, such as by reading reliable information and sharing personal experiences relevant to GOJA. I don’t get the same from social media posts.
What’s your rich strategy?
I’ve been told “no” many times in my professional career, but that hasn’t stopped me from moving forward and following my instincts.
I have found it crucial not to pay too much attention to the outside world. Starting, maintaining, and growing a business involves many challenges.
Concentrating on my immediate and long-term/short-term goals is most helpful. I try to embody Henry Ford’s quote, “Whether you think that you can, or think that you can’t-you are right.”
My reality is curated based on my expectations and not those of others. My team at GOJA should do the same.
How do you overcome Failure?
Recently, I started using the term “failure” for the first time. My past attempts weren’t failures, but they inspired me to do what I believe in.
Fortunately, none worked out, and I am here today because they did. Although my Limousine company failed, I would not have invested 100% of my time and effort.
It is essential to put your time and effort into any ideas. You don’t have to invest in the money. To become a successful entrepreneur, you must grow your business instead of making capital investments.
Can you share a business idea?
The software can be built and used for your business. Many software products have yet to be created. Many people will say they don’t know enough about software and don’t have the resources or tools to make it.
I’m afraid I have to disagree.
You can make concrete tools for very little money if you understand the business process and identify specific needs within your company.
What’s your recent best buy?
My extended family gathers every Sunday for dinner. Last week, I bought steaks and prepared grilled asparagus for them all. We value family dinners. The sense of “togetherness” with our loved ones allows us to relax and prepare for the week ahead.
What are your favorite Software or Apps?
Microsoft One Note allows me to be more productive. If you can reach a high user level, it’s just as valuable as Excel and Teams.
Which book would you recommend?
The Secret of Happy Families by Bruce Vailer is a treasure trove of ideas for building a successful family. It’s all about communicating openly, respecting coworkers, and adapting quickly but carefully to changes.
What’s your favorite quote?
“Play like a champion today.”
TL;DR: Walter Gonzalez could offer to Enterprenuer readers?
You can do anything if you have the right people around you and the drive for success. Your ideas must be more extensive and more complicated to grow a business.
It is possible to have an idea come true, but keeping it safe for the right people at the right time is crucial to make it a reality.
Amazon is changing retail. Brands have a tremendous opportunity to succeed with an existing customer base. This gives small businesses and entrepreneurs an advantage over generic brands.
