Pivoting from Markets to Selling OOAK Online with Upswitch [255]

Michael Hanley of Upswitch has had a lifelong fascination with old ‘stuff’ that has been made redundant by ever-changing technology and been condemned to the scrapheap.⁠ With Upswitch, he has turned this fascination into a passion: reclaiming otherwise unloved items and giving them new life, in the form of lamps and lighting.⁠ ⁠ In this interview, I ask Michael to share why he started selling his creations; how COVID has affected what was a primarily market/show-driven business model; how he balances work and a young child; and what marketing channels have worked best to grow his business.⁠