Founder: Mark Graham and Catherine Graham
Business: commonsku
Revenue/Annual: +$1 Billion in gross merchandise volume 
Founders: 2
Employees: ~50
Website: commonsku.com
Location: Toronto, Ontario, Canada
Founded: 2011

In the bustling promotional products industry—a sector where creativity meets logistical complexity—commonsku has emerged as a transformative force. Launched in 2011 by Mark Graham and Catherine Graham, this software platform has become an indispensable tool for businesses looking to streamline the production and delivery of branded merchandise. Much like Shopify underpins e-commerce, commonsku provides the backbone for the promotional products world, merging CRM, order management, and eCommerce capabilities into one intuitive solution. Today, the platform facilitates over $1 billion in annual gross merchandise volume, a reflection of the significant role it plays in the industry. 

“The idea behind commonsku was always about simplicity,” says Graham, co-founder of the company. He explains that businesses ordering branded products—whether it’s a start-up looking for custom water bottles or a Fortune 500 company designing employee swag—are dealing with a process that can be frustratingly complex. “From brainstorming concepts to delivering the final product, there are so many moving parts. Our goal was to eliminate as much friction as possible.” 

Graham describes the early days of commonsku as a direct response to pain points he encountered in his own promotional products business. The industry operates on intricate workflows that demand constant collaboration between clients, suppliers, and creative teams. Customization is the norm, not the exception, and managing those details often becomes overwhelming. “I lived it firsthand,” Graham shares. “There was a ton of wasted energy on the back-and-forth—managing orders, tracking progress, juggling timelines. We knew there had to be a better way.” 

commonsku’s solution, he explains, was to build a centralized platform that integrated every critical function. For promotional products companies, it meant they could stop cobbling together spreadsheets, emails, and disjointed tools to manage their projects. Instead, commonsku offered a system where teams could work collaboratively, share updates in real time, and maintain a bird’s-eye view of their operations. “It’s not just about efficiency,” Graham notes. “It’s about freeing up mental space so teams can focus on what they do best—helping their clients bring their brands to life.” 

He’s quick to point out that commonsku’s success isn’t just rooted in its technology—it’s also about how deeply it understands the creative heartbeat of the industry. Promotional products are not just transactions; they’re expressions of identity and storytelling. A well-designed T-shirt or thoughtfully chosen corporate gift has the power to spark emotion and build connection. Graham highlights this dynamic: “We don’t see these items as just products. They’re part of a company’s narrative, an extension of their values and personality. By taking the operational headaches off the table, we’re helping our users spend more time crafting that story.” 

The platform’s impact can be seen in the numbers—billions of dollars in merchandise processed, thousands of professionals relying on its tools—but the human stories behind those numbers are just as compelling. Graham recounts anecdotes from users who have dramatically transformed their businesses by adopting commonsku. “There’s one client who told us they were drowning in the chaos of managing their sales pipeline and fulfilling orders,” he shares. “They felt like they were constantly playing catch-up. Now, they’re not just more efficient; they’re thriving. They have more time to brainstorm with their customers, to really think about strategy, to dream big.” 

This connection between process and purpose is what sets commonsku apart. It’s a platform designed not only to make businesses run more smoothly but to amplify the creative and relational aspects of the promotional products field. Graham frames it as a dual mission: “On one hand, we’re giving teams the tools to operate at a higher level. On the other, we’re helping them rediscover why they got into this industry in the first place—the joy of creating something memorable.” 

From small, family-owned distributors to large-scale industry players, commonsku has found its way into a diverse range of businesses. And while its users may differ in size and scale, Graham notes they all share one common goal: “They want to deliver value. At the end of the day, our job is to help them do that better than ever before.” 

From Rightsleeve to Revolution: The Origins of commonsku 

Behind every groundbreaking business lies a pivotal story, and commonsku’s journey began long before the first line of code was written. Its roots stretch back to Mark Graham’s early entrepreneurial ventures, where ambition and necessity collided, shaping a tool that would later redefine how the promotional products industry operates. 

Graham’s entrepreneurial path began in the late 1990s, a time when he was eager to break away from a conventional career in investment banking. “I had just finished university, and I knew banking wasn’t for me,” Graham recalls. “I wanted to build something, to be part of something creative and impactful.” Armed with a natural talent for sales and marketing, he entered the promotional products sector, spotting untapped potential in a space that blended strategy and storytelling. By 2000, he launched Rightsleeve, a boutique business that quickly gained recognition for crafting standout promotional campaigns for high-profile clients like Facebook, Google, Shopify, and Red Bull. 

For years, Rightsleeve thrived, earning a reputation as an industry innovator. But Graham acknowledges that rapid growth brought significant challenges. “As our workload expanded, the cracks in our systems became impossible to ignore,” he explains. Rightsleeve’s success was, in part, hampered by the inadequacy of the tools available at the time. Enterprise-grade platforms like SAP or Netsuite were far too costly for a business of their size, while smaller solutions such as QuickBooks or Excel lacked the flexibility to handle custom orders, client collaboration, and inventory management. “We were operating in this creative and fast-paced environment, but the tools we were using were anything but,” he says. 

Rather than continue to wrestle with inefficient systems, Graham and his team took a bold step: they decided to build their own. While many small businesses shy away from the complexities of custom software development, Graham saw no alternative. “It wasn’t just about efficiency; it was about survival,” he says, reflecting on those formative years. Over five years, the team iteratively refined the system, developing a tool that not only addressed their immediate pain points but also transformed how Rightsleeve operated. 

What made the software truly unique was its origin. “It wasn’t dreamed up in a boardroom or by a bunch of software engineers,” Graham points out. “It was built in the trenches of a real promotional products company—by people who understood the industry and knew exactly where the bottlenecks were.” This authenticity resonated deeply with the platform’s eventual users, who, like Graham, were searching for something designed specifically for the challenges they faced every day. 

By 2011, the solution had outgrown Rightsleeve itself. Graham realized the potential for the software to serve an audience far beyond his own business. With this realization came the birth of commonsku. Unlike traditional software companies entering the market as outsiders, commonsku launched with a significant advantage: it was created by industry insiders who had tested it in real-world conditions. Graham emphasizes this point, saying, “We weren’t building for theory. We had lived it, and we knew it worked.” 

Balancing the demands of scaling Rightsleeve while simultaneously nurturing commonsku required a near-superhuman level of focus. Graham credits the experience with teaching him how to prioritize effectively. By 2019, the strategic sale of Rightsleeve to Genumark—a leading promotional agency—gave Graham the freedom to devote his full attention to commonsku. This move, he notes, was critical to the software’s evolution. “The sale gave us the resources and clarity to double down on commonsku and scale it in a way we had always envisioned.” 

Today, commonsku’s foundation is as much about that real-world perspective as it is about technical innovation. The platform is built to understand, anticipate, and solve the unique challenges of the promotional products industry—a level of precision that stems from Graham’s own journey of transforming Rightsleeve from a fledgling agency into a high-impact business. 

Building the Foundation: From Prototype to Product 

commonsku’s development didn’t start with grand ambitions of industry-wide disruption. Instead, it began with a practical goal: to fix the operational headaches within Rightsleeve. These early years of trial and error laid the groundwork for a software solution that would go on to transform an entire industry. 

Initially dubbed “ROMAN” (Rightsleeve Order Management), the software was built with functionality as its guiding principle. “The first version was anything but pretty,” Graham admits. “It was clunky, bare-bones, and held together with duct tape, metaphorically speaking. But it worked.” For Graham and his team, the focus wasn’t on aesthetics but on solving critical inefficiencies. Their developer was brought into every corner of their business operations, poring over Excel files, QuickBooks processes, and even PowerPoint slides to understand the chaos of their workflows. The goal was clear: to replace the constant switching between tools and systems with one seamless platform. 

“The real test was in the day-to-day,” Graham says, describing how ROMAN’s early iterations were battle-tested under real-world conditions. The team intentionally pushed the system to its breaking point, learning from each failure and rebuilding it to withstand greater complexity. “This wasn’t about building something that worked in theory—it had to perform under pressure,” he explains. For a promotional products company, pressure meant juggling thousands of clients and vendors, managing custom orders with razor-thin deadlines, and ensuring every product detail was executed perfectly. ROMAN centralized these processes, allowing the team to focus less on firefighting and more on scaling. 

What Graham realized, however, was that ROMAN was solving a universal problem—not just one specific to Rightsleeve. “The more we used it, the more it became clear that we weren’t the only ones who needed something like this,” he says. By 2010, the team incorporated commonsku with the vision of turning ROMAN from an internal tool into a full-fledged product for the entire promotional products industry. 

Launching into the Market 

Turning an in-house prototype into a scalable product for the masses presented an entirely new set of challenges. commonsku’s team spent a year transforming ROMAN into a robust, multi-tenant application. While the software had worked flawlessly within the confines of Rightsleeve, it required broader input to refine it for a diverse range of businesses. 

A beta launch in 2011 provided that crucial feedback. Graham invited a carefully chosen group of promotional products professionals to test commonsku, turning these early users into co-creators. “The beta group was incredible. They didn’t hold back,” he recalls. Their suggestions often unearthed blind spots that Rightsleeve’s perspective hadn’t accounted for. “We had to keep reminding ourselves: this isn’t just for us anymore. It’s for the entire industry,” Graham says. Not every request made the cut—some ideas, while creative, didn’t align with commonsku’s core purpose—but the process gave the team a clear roadmap for refinement. 

During this critical phase, financial independence from Rightsleeve proved invaluable. Bootstrapping allowed commonsku to iterate without the pressure of external timelines or expectations. Still, scaling the product required strategic funding, which wasn’t easy to secure. “We faced a lot of skepticism,” Graham admits. “Investors weren’t thrilled about non-technical founders, and some questioned whether a husband-and-wife team could effectively run a company together.” Yet persistence paid off when the right investor came along—someone with a deep understanding of the promotional products space. “They weren’t just writing a check. They became a sounding board, a strategic ally,” Graham says. 

commonsku’s go-to-market strategy was as thoughtful as its product development. The company introduced a free social network for promotional products professionals, encouraging users to connect, share ideas, and collaborate. This community-building approach resonated in an industry traditionally defined by siloed relationships. “We wanted to create a sense of openness and transparency,” Graham explains. The social network wasn’t just about networking—it became a platform for users to experience commonsku’s ethos of collaboration firsthand. 

This grassroots strategy helped commonsku attract its first wave of forward-thinking entrepreneurs. By focusing on early adopters, Graham and his team were able to build a dedicated base of users who became champions of the product. “They weren’t just customers. They were part of the movement,” he says. The social network also served as a proving ground for commonsku’s value proposition, creating momentum as the company prepared to scale to a broader audience. 

commonsku’s deliberate rollout followed a methodical approach, borrowing principles from Geoffrey Moore’s “Crossing the Chasm” framework. Graham and his team focused on transitioning from an early-adopter audience to the mainstream market, ensuring that commonsku’s foundation was rock-solid before expanding further. “We weren’t in a rush,” Graham explains. “We knew that if we built something truly great, growth would follow.” 

With a product designed to address the industry’s most frustrating inefficiencies and a brand built on openness, commonsku was well on its way to reshaping how promotional products companies approached their businesses. By combining innovation with a clear understanding of what professionals in the field needed most, commonsku positioned itself as more than just software—it became a catalyst for change. 

Turning Product into a Partnership 

commonsku’s remarkable growth has been powered by more than just its software—it thrives on a customer-centric philosophy that prioritizes trust, loyalty, and partnership over transactional relationships. The company’s approach is rooted in the belief that success comes not just from selling a tool, but from creating a symbiotic relationship where both the business and its users evolve together. 

“What’s made the difference is that we’ve always thought of our customers as partners,” Graham says. “From the beginning, we’ve been asking them, ‘How can we help you grow? What’s getting in your way?’ That feedback shapes everything we do.” This collaborative mindset is embedded in commonsku’s DNA. The development and customer success teams work hand in hand, ensuring the platform stays aligned with the real-world needs of its users. The result is an iterative process where customer input isn’t just welcomed—it drives the evolution of the product itself. 

A major advantage for commonsku users is the platform’s ability to bring order to an often-chaotic workflow. Promotional products businesses juggle a whirlwind of tasks: brainstorming creative concepts, coordinating with vendors, managing custom orders, and communicating with clients. commonsku simplifies these complexities by centralizing every step of the process. “It’s about creating clarity,” Graham explains. “When you eliminate inefficiencies, you create space for growth.” 

Creating a Community and Building Credibility 

While commonsku’s software streamlines operations, its real differentiation comes from the ecosystem it has built around its brand. Recognizing that its users needed more than just tools, commonsku expanded its offering to include education, connection, and inspiration. Through a thoughtfully curated blog, a widely-followed podcast, and an in-app education portal, the company provides actionable advice for running a successful promotional products business. These resources are infused with the authenticity that comes from two decades of first-hand industry experience. 

“We never wanted to just sell software,” Graham says. “We wanted to help our customers grow their businesses and think differently about how they work.” commonsku’s events—ranging from webinars and virtual meetups to in-person summits—play a key role in this vision. These gatherings bring together entrepreneurs eager to modernize their operations, exchange ideas, and explore the future of their industry. “It’s not just about using commonsku,” he adds. “It’s about joining a community of people who want to push boundaries.” 

By fostering collaboration, the company creates a ripple effect that amplifies its reach. Users often credit commonsku not only with improving their efficiency but with inspiring them to think bigger. This blend of practicality and aspirational energy has attracted a devoted following among businesses eager to move beyond traditional industry practices. 

Standing Out in a Conservative Market 

In a sector that is often resistant to change, commonsku has managed to set itself apart by adopting a bold, distinct identity. From its branding to its communication style, the company appeals to businesses ready to embrace innovation. “We wanted to stand for something,” Graham explains. “We didn’t just want to blend in with the crowd.” 

This approach has struck a chord with clients like Whitestone, Brand+Aid, and Whoopla, who see commonsku not just as software but as a philosophy that prioritizes progress and collaboration. For these companies, the platform isn’t just a tool—it’s a way of working that aligns with their desire to evolve and grow. 

Overcoming skepticism has been a key challenge. Many companies in the promotional products industry have traditionally relied on outdated workflows and are cautious about making the leap to new technology. commonsku bridges this gap by making the transition as seamless as possible, backed by a customer support team dedicated to ensuring success. Its all-inclusive pricing model further removes barriers, giving businesses peace of mind that they’re not signing up for hidden costs or surprise fees. 

“It’s about trust,” Graham says simply. “You can’t just ask someone to overhaul the way they’ve been doing things for decades. You have to show them why it’s worth it, step by step.” 

Lessons from the Journey 

Looking back, Graham attributes commonsku’s success to a series of strategic decisions, each rooted in a deep understanding of its audience. “The most important thing we’ve learned is that there’s no substitute for really knowing your customer,” he shares. commonsku’s ability to tackle specific challenges with precision comes from the team’s years of experience in the trenches. “We lived it,” Graham says. “That’s not something you can fake, and it’s what sets us apart.” 

Hiring decisions were also pivotal. Bringing in a CTO and a UX/UI designer early on gave commonsku the technical backbone to scale without losing sight of its user-friendly ethos. “Those hires were a stretch for us financially at the time,” Graham admits. “But they were absolutely worth it. They helped us create a product that people actually want to use.” 

The decision to bootstrap the business during its early stages was equally critical. Graham highlights how this approach allowed commonsku to grow without being subject to the pressures of outside investors. “We weren’t rushing to meet someone else’s deadlines,” he explains. “That gave us the space to get the product right and find product-market fit.” When the company did pursue funding, it chose an investor who shared its vision and brought expertise, not just capital. 

commonsku’s ability to inspire loyalty and drive change in a traditionally slow-moving industry stems from this disciplined focus on customer needs. “We’ve always been in it for the long haul,” Graham says. By pairing its innovative software with a culture of collaboration and a deep well of industry knowledge, commonsku has created something more than a product—it’s built a movement. 

Advice for Building Something That Matters 

For Mark Graham, the path to entrepreneurship isn’t paved with shortcuts or guaranteed outcomes. Instead, it’s driven by purpose and a desire to solve real problems. He believes that starting with passion, rather than profit, is the only way to build something that lasts. “You can’t fake passion,” Graham says. “In those early days, when you’re working insane hours and facing one challenge after another, passion is what gets you through. Without it, the grind will eat you alive.” 

This mindset shaped the early development of commonsku, where Graham and his team faced plenty of uphill battles. He stresses that genuine connection to a problem creates not only resilience but also a deeper sense of satisfaction. “When you see that what you’ve built is making someone’s life easier or helping them grow their business, that’s when it all feels worth it,” he says. 

Another cornerstone of Graham’s advice is the importance of finding product-market fit before chasing funding. Too many entrepreneurs, he observes, rush into the venture capital world without validating their product with real paying customers. “I get it—raising capital can feel like a milestone. But if you don’t have product-market fit, it’s a mistake,” Graham warns. Instead, he advocates for patience during the early stages, using bootstrapping as a way to refine the product and build a customer base without external pressure. 

“There’s a freedom in bootstrapping,” he explains. “It forces you to focus on what matters—your customers and your product—because you don’t have millions in the bank to fall back on. By the time you do approach investors, you’re in the driver’s seat because you’ve already proven your model.” That validation not only attracts the right partners but also allows founders to maintain control and set the terms for scaling. 

The Importance of Partnerships 

Graham also underscores the critical role of partnerships, both inside and outside the business. For him, commonsku’s success is deeply tied to his partnership with Catherine Graham, who co-founded the company and serves as its CEO. Their complementary skills—Mark’s vision for innovation and creativity, combined with Catherine’s operational expertise—created a foundation that has helped commonsku grow steadily and sustainably. 

“I couldn’t have done this without her,” Graham admits. “We push each other, balance each other out, and share the same long-term vision. It’s not just about splitting the workload—it’s about building something together.” 

He extends this lesson to the broader entrepreneurial journey, encouraging others to surround themselves with trusted collaborators, mentors, and team members who bring unique perspectives and strengths. “No one builds something great alone,” he says. “Whether it’s a co-founder, a strategic investor, or a key hire, the right people will amplify your impact and help you get through the hard times.” 

commonsku’s evolution—from an internal tool at Rightsleeve to a thriving software platform that serves thousands of businesses—has been shaped by this collaborative spirit. Graham remains most energized not by the platform’s growth metrics, but by its impact on customers. “When I hear a client say, ‘This changed the way we do business,’ that’s the ultimate reward,” he says. 

By staying focused on the needs of its users, building with patience, and fostering the right partnerships, commonsku has created something far more than software. It’s a tool that empowers businesses, a community that sparks collaboration, and a brand built on trust and authenticity. For Graham, those are the outcomes that truly matter. “At the end of the day,” he says, “it’s about knowing you’ve made a difference. That’s what keeps me going.” 

Success Factors: Why Did commonsku Succeed? 

• Deep Industry Knowledge: commonsku’s origins are rooted in the real-world challenges of running a promotional products business. Graham and his team didn’t approach the industry as outsiders—they had firsthand experience of its pain points through their work at Rightsleeve. This gave commonsku a unique edge, allowing the platform to address specific, nuanced issues that generic software solutions couldn’t solve.  

• Customer-Centric Approach: A strong focus on understanding customer needs and treating users as partners has been fundamental. commonsku has maintained an open feedback loop, using real-world insights from its customers to shape the platform and ensure it remains relevant and valuable.  

• Iterative Product Development: The software was built and refined through rigorous testing in real-world conditions at Rightsleeve. This iterative process—where failures informed improvements—resulted in a tool that not only worked but could scale effectively. commonsku’s ability to continuously evolve while staying aligned with user needs remains a critical factor in its success.  

• Bootstrapping and Patience: By bootstrapping in its early stages, commonsku avoided the distractions and pressures of external funding. This allowed the team to focus on perfecting the product and building a base of paying customers before seeking investment. This disciplined approach created a solid foundation and gave the company leverage when pursuing funding later on.  

• Strong Partnerships: Graham credits his partnership with Catherine Graham as a cornerstone of commonsku’s success. Their complementary skills and shared vision created a strong foundation for the company. Surrounding themselves with the right collaborators, mentors, and team members amplified their strengths and helped navigate challenges.  

• Transparent Pricing Model: commonsku’s all-inclusive pricing structure resonated with customers by eliminating hidden fees and providing robust support as part of the monthly subscription. This approach built trust and loyalty, especially with small and mid-sized businesses that value predictability and clear communication.  

• Community Building: commonsku didn’t just create software; it fostered a sense of community within the promotional products industry. Through blogs, podcasts, education resources, and events, it provided customers with valuable knowledge, connection, and inspiration. This ecosystem strengthened customer relationships and extended commonsku’s influence far beyond the product itself.  

• Distinctive Branding and Identity: commonsku’s bold, modern branding resonated with forward-thinking entrepreneurs eager to move past traditional industry practices. By positioning itself as more than a software provider—offering a philosophy of collaboration and innovation—it attracted customers who shared its vision for progress.  

• Focus on Solving Real Problems: commonsku’s purpose has always been clear: solving operational inefficiencies so businesses can focus on creativity and growth. This laser focus on addressing tangible pain points, rather than building technology for the sake of it, ensured that the platform remained indispensable to its users.  

• Strategic Fundraising: When commonsku eventually sought external investment, it partnered with a strategic seed-stage investor who understood the promotional products space. This alignment ensured that the funding came with not just capital but also expertise and guidance to scale effectively. 

Key Lessons to Learn 

1. Start with Passion, Not Profit: Graham emphasizes the importance of being genuinely passionate about solving a meaningful problem. Passion fuels resilience during challenging early days and creates a stronger connection to the purpose behind the business. Building something that resonates with both you and your audience leads to deeper satisfaction and better outcomes. Lesson: If you don’t believe deeply in the problem you’re solving, it’s hard to sustain momentum when faced with adversity. 

2. Solve Real Problems: commonsku’s success stems from its laser focus on addressing real pain points in the promotional products industry. By solving operational inefficiencies, the platform provided clear, tangible value to its customers. It wasn’t about building flashy features; it was about fixing what was broken. Lesson: Focus on solving problems that matter to your customers, not on building for the sake of innovation or technology. 

3. Bootstrapping Builds Discipline and Focus: commonsku’s early decision to bootstrap gave the team the freedom to refine their product without the distractions and pressures of external funding. By focusing on product-market fit and securing paying customers first, they built a solid foundation before seeking strategic investment. Lesson: Bootstrapping forces clarity and discipline, helping you prioritize what truly matters: product development and customer satisfaction. Raising capital too soon can derail focus and lead to unnecessary pressure. 

4. Leverage Industry Expertise: commonsku was born out of the team’s direct experience running Rightsleeve, giving them an unmatched understanding of the industry’s challenges. This insider perspective allowed them to create a solution tailored specifically to their customers’ needs. Lesson: Deep knowledge of your market gives you a significant advantage. Founders who understand the nuances of their industry can create solutions that outsiders can’t replicate. 

5.  Iterate Relentlessly: The iterative development process at commonsku—refining the product through real-world testing and user feedback—was instrumental to its success. Instead of waiting for perfection, they launched, learned, and improved continuously. Lesson: Don’t aim for a perfect product out of the gate. Launch something functional, listen to your customers, and refine as you go. 

6. Build Strong Partnerships: Graham credits commonsku’s success to his partnership with Catherine Graham, whose complementary skills and shared vision helped drive the company forward. Similarly, commonsku’s success with customers was built on a foundation of collaboration, treating users as partners in the product’s evolution. Lesson: Surround yourself with the right people—whether it’s a co-founder, team, or investors—who can amplify your strengths and balance your weaknesses. 

7. Engage Your Customers as Partners: commonsku built trust and loyalty by treating its customers as collaborators. Through direct feedback loops, educational content, and community-building efforts, the company positioned itself not just as a software provider but as a partner in its customers’ growth. Lesson: Engage your customers as active participants in your journey. Co-create solutions with them to build stronger relationships and a more useful product. 

8. Foster Community, Not Just a Product: commonsku didn’t limit its impact to software—it built an ecosystem of education, events, and collaboration opportunities for its users. By fostering a sense of community, commonsku inspired loyalty and positioned itself as a leader in the promotional products space. Lesson: A business isn’t just about the product. Building a community around your brand creates lasting connections and strengthens your value proposition. 

9. Brand Identity Matters: commonsku’s distinct branding and forward-thinking voice set it apart in a traditionally conservative industry. By aligning with customers who shared its ethos of creativity, collaboration, and modernization, commonsku carved out a loyal base of users eager for change. Lesson: A clear and bold brand identity helps attract the right audience, especially in markets where differentiation is rare. Your brand should reflect not just your product, but your philosophy and vision. 

10. Patience is a Competitive Advantage: commonsku grew steadily by following a deliberate, long-term strategy rather than chasing rapid growth. By focusing on building a great product, finding product-market fit, and engaging its core audience, it avoided the pitfalls of unsustainable scaling. Lesson: Slow and steady growth, built on a strong foundation, is often more sustainable than rapid, poorly managed expansion. 

11. Transparency Builds Trust: commonsku’s transparent pricing and customer-first approach reinforced trust in a market where hidden fees and complex pricing structures are common. Customers felt prioritized, which helped build loyalty and advocacy. Lesson: Honesty and transparency in pricing and communication foster trust and loyalty among customers. 

12. Raise Capital Strategically: commonsku waited until the time was right to seek funding, ensuring they had product-market fit and a strong base of paying customers before engaging investors. When they did secure funding, they partnered with an investor who not only provided capital but also strategic guidance. Lesson: Be selective about funding partners and raise capital only when it aligns with your long-term goals. Choose investors who bring more than just money—look for expertise and alignment with your mission. 

13. Focus on Long-Term Impact: For Graham, the ultimate reward isn’t just the financial success of commonsku but its impact on customers’ lives and businesses. This focus on creating meaningful value has been a guiding principle throughout the company’s journey. Lesson: Building something that matters isn’t just about hitting metrics—it’s about delivering real value and making a difference for the people you serve. 

Opportunity Matrix  

Founder Background 

Mark Graham had firsthand experience in the promotional products industry through Rightsleeve, the company he founded in 2000. He brought deep industry knowledge, entrepreneurial skills, and a creative vision to solving operational inefficiencies. Catherine Graham, co-founder and CEO, complemented this with operational expertise and leadership. 

Problem Identification 

The promotional products industry faced operational inefficiencies, disjointed workflows, and outdated software that couldn’t handle the complexities of customization, vendor management, and collaboration. Existing tools like Excel, QuickBooks, and expensive enterprise systems didn’t meet the specific needs of the sector. 

Market Opportunity  

The $23 billion promotional products industry lacked modern, purpose-built software solutions to streamline operations and scale businesses. There was a significant opportunity to provide a tool tailored to the specific needs of small to mid-sized businesses struggling with complexity. 

Competitive Landscape 

Existing options included general-purpose tools (Excel, QuickBooks) and costly enterprise solutions (SAP, Netsuite), neither of which were suited to the specific needs of promotional products companies. commonsku differentiated itself with its user-centric design and industry-specific features. 

Market Research 

Extensive research and direct experience from Rightsleeve provided insights into the industry’s pain points. commonsku was built based on real-world challenges, validated through a beta launch with industry professionals who provided critical feedback. 

Business Model 

Subscription-based SaaS model with all-inclusive pricing. Customers pay a monthly fee that includes software access, updates, and robust customer support. This transparent pricing fosters trust and eliminates hidden costs. 

Initial Capital  

commonsku was bootstrapped initially, leveraging financial stability from Rightsleeve to iterate and refine the product. External funding was secured later from a seed-stage investor with expertise in the promotional products space. 

Product/Service Development 

The product evolved from an internal tool at Rightsleeve (ROMAN) into a scalable SaaS platform. Development was iterative, informed by real-world testing and continuous customer feedback. The focus was on simplifying workflows, integrating processes, and enabling collaboration within a single platform. 

Marketing Strategy  

commonsku launched a free social network to build community and attract early adopters. Educational resources (blog, podcast, webinars) and events were used to position the company as a thought leader in the industry. Word-of-mouth referrals and the network effect helped expand its user base. 

Milestones  

• 2000: Launch of Rightsleeve 

• 2010: commonsku formally incorporated 

• 2011: Beta launch with select users 

• 2019: Sale of Rightsleeve to Genumark, allowing full focus on commonsku 

• Reached over $1 billion in gross merchandise volume annually processed through the platform. 

Scalability 

commonsku’s SaaS model and cloud-based platform make it highly scalable. The product centralizes workflows, reducing complexity and enabling businesses to grow without operational bottlenecks. Its community-building efforts also create a self-sustaining ecosystem for growth. 

Potential Risks and Challenges 

• Resistance to technology adoption in a traditionally conservative industry. 

• Competition from established enterprise software providers if they enter the space. 

• Balancing growth with maintaining customer trust and product quality. 

Key Performance Indicators/Metrics 

• Gross merchandise volume processed through the platform (over $1 billion annually). 

• Customer retention and churn rates. 

• Growth in the number of paying users. 

• Revenue growth and profitability. 

• Engagement metrics from the social network and educational resources.