Drew Levin (left), Canyon Pergande (middle), and Nick Lawton (right)Drew Levin (left), Canyon Pergande (middle), and Nick Lawton (right)

The Start

Sideshift was founded by UW Madison graduates Nick Lawton, Canyon Pergande, and Drew Levin in late 2023. They aimed to modernize outdated hiring methods used by bars, restaurants, and local businesses in Madison. Instead of relying on traditional methods like paper applications and word-of-mouth, they sought to create a user-friendly job board for the next generation.

Challenges Early On

Building Sideshift came with its own set of challenges. Initially, the founders tried outsourcing technical development but quickly found it ineffective. They struggled with communication and the speed of product iteration.

As Canyon Pergande noted, "With neither of us being technical, we tried to outsource development and quickly learned that just paying someone to work hourly and build a product made communication and feedback difficult."

The breakthrough came when they added a technical co-founder to their team. This move enhanced their ability to iterate and make changes based on customer feedback. "Bringing on our third technical co-founder made the feedback loop quicker. Communication improved significantly because he was on the team and we interacted daily."

Early Validation and Feedback

A key strategy for Sideshift was focusing on unbiased feedback from potential customers rather than simply showcasing their product. Pergande explained, "Our focus was not on selling the product but understanding the customers' problems. We needed to hear about their hiring process and issues directly."

By delaying the introduction of their product, they could gather unbiased insights. "We often used the excuse of working on a school project to get honest feedback. This approach allowed us to know their problems and return later with a solution."

Another method they used was assessing the product’s user-friendliness. Pergande said, "When you build something, it seems intuitive to you, but the real test is how users unfamiliar with it interact with it."

The Start of Marketing

One of my main interests in Sideshift was in fact their marketing. Many startups struggle to find success and relevancy on social media, but Sideshifts engaging presence caught my eye.

First video of sideshift I had seen https://www.tiktok.com/t/ZPRoYogLU/The first video of Sideshift I had seen https://www.tiktok.com/t/ZPRoYogLU/

As Sideshift refined their product, they turned their focus to marketing and branding. They realized the importance of strategic marketing even in the early stages. They adopted a unique approach by showcasing day-in-the-life videos of businesses rather than pushing their product directly.

Pergande shared, "We’d visit a business, work with them for a day, and shoot a video showing their daily operations. We didn’t explicitly advertise our product, but people became interested and visited our page."

The founders also emphasized the need for varied content. "It’s important to mix informational content with engaging posts. People prefer short, entertaining content over lengthy demos."

Advice for Students

Reflecting on their journey, the founders offered advice to aspiring student entrepreneurs. "Many think starting a company is complex, but you don’t need to file an LLC or have a finished product right away. Start by talking to businesses and validating your idea."

They also highlighted the benefits of starting early. "College is a great time to explore entrepreneurship. Take advantage of university resources and clubs. They offer valuable networking opportunities and support."

Lastly, they encouraged students to act promptly. "Start sooner rather than later. University resources are valuable and time-limited. I wish I had gotten involved earlier. Use the free resources your university offers—they can be incredibly beneficial."

You can find Sideshift at https://www.sideshiftjobs.com/

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