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Welcome to the Never Been Promoted podcast, where we're all about helping you cut the tie to all that holds you back. The excuses, the fears, the people, that sense of entitlement. Cut the ties so you can unleash your inner entrepreneur. Your host, Thomas Helfrich, is on a mission to make more entrepreneurs in the world and make them better at entrepreneurship.
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Hey. Welcome back. Hi. This is Thomas Helfrich, your host of the Never Been Promoted Show. We are gonna be live today with Sheldon Scipio. It's Pennant USA. He's got some cool tech on fighting. I lose shit all the time. So let me tell you, I the interest of what he's doing in in his e commerce business he's built I mean, seriously, if if if parts of my body weren't attached, I would certainly leave them in various places around the world, little known luggage, phones, wallets, cats, dogs, children. Listen, we won't talk about that. Yeah. I'd ship a child. I'd honestly, I probably should ship my children for their benefit and mine. But, listen, I'm gonna get Sheldon in here here in a second. If this is your first time here into the show, thanks for for coming in and checking it out. We know we're have conversations with entrepreneurs to help you as an entrepreneur or somebody aspiring to be an entrepreneur get better at entrepreneurship. And so, I'll call to action. Go to youtube.com/at never been promoted. Give it a subscribe, like, follow all those little fun little things you can click on because we go live all the time. It'll be a a good day when you listen to this and pick up a tip, and you're off and going. So enough enough about me. Let's get Sheldon on the stage. Sheldon
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where are you, Sheldon?
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Whenever I'm asked to work the technology, Sheldon, it there's usually something that goes wrong. So welcome to the show. How are you?
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I am doing well.
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You know, you your company is is something that, like, you know, is so needed when you lose stuff. I don't know. And if you it's it's like let's give the simplest example in why in the world, the remote to the TV. It gets it's not the one in the main area. I need this for the basement where the children typically have control of TVs and remote, and they're always, like, dad, can you help us find the remote? And I'm, like, it's not that big of an area. I mean, it's in, like, you know, Nice to meet you. Or nice not to meet you. Nice to have you on the show. We're gonna talk about, your business you've grown, and kind of innovation in it. Do you do you wanna take a couple minutes just to introduce yourself? Just say hi to the the audience here.
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Oh, yeah. Sure. I am from the Caribbean, Trinidad, and Tobago. In fact, that's where I am right now. I'll be moving into Miami hopefully by the end of the year. My background has been in sport, telecom, tech. I have I have I'm I guess I'm selling off my age here, but I've had computers since Commodore and Atari were having computers. So I've always been, you know, in love and involved with tech. And coming from the Caribbean, you sorta be you are an entrepreneur in a lot of ways because you have to get a lot of stuff done for yourself.
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Yeah. You well, and it's a that that's a great point. So, I always feel like, you know, people who come to the United States from other countries, so that whole process, and they're and they're making money. It's because usually you're you grow up in a way of hustle. Like, if you wanna get some stuff done, you'll be extra spending cash, you gotta go sell some stuff. You gotta go, you know, find some things for cheap and go resell them for free or or or for more or find some stuff and, you know, go work work here, work odd jobs, get some cash, go do something with it. And, in the Caribbean, right, in general, there's there's plenty of people with money, but there's a whole lot more of nothing. Right? There's a lot of people who really struggle just to day to day. And and here you are, like, you know, got you're you're an entrepreneur making it. So, tell me about that. Maybe some of your upbringing and things like that, it kinda drew drove that hustle in you.
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Okay. When I was really young, in the church camp, you know, we always need to raise some funds. So one of the ways they thought of us raising funds was we would do selling of almanacs, and, pictures from 1 of from a a a LME church. Everybody was, you know, going house to house, and I decided that, hey. Look. This house to house, you know, I can't walk to every house and ask them to buy 1. And I decided, let me just go to the stores, you know, and and encourage them to buy. So I I I started to sell, you know, 3, 400 rather than, you know, 10 or 20 in a day. And from then on, it I guess it's always been in me that whatever it is, I can innovate it. I don't have to invent it. I can take it, innovate it, figure out who best to sell it to, and sell it to that person Yeah.
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Yeah, rather than, you know, go the way everybody else was going with it. And you you did the girl scout method or the boy scout method. You you, you know, you gotta you you you let them come to you, put the table up in front where everybody went. But, also, when you go door to door, that's, like, the worst. Like, no one no one wants to be bugged. I don't know if you're where you're from, and you risk violence to yourself as well. Yeah. Did anybody else catch on and start doing it and start taking your spot where you had to kinda thug them out a little bit and punch them in the face? Like, get out of my spot here at a store. That's what I mean.
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Actually, whenever I do that, no one ever follows my lead till I've, like, captured enough territory that, you know, you you would actually probably need to go to the next island.
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You know what's funny? You just described how mafia gets set up. That that is the basic stuff of mafia right there. I had enough territory where no one messed with me anymore. And if they did, I'd have to I'd have to move them. I mean, that's it. That's, like, this is my store. No one else they pay me protection money for me to sit here. Listen. You you're currently at Pennant USA. Right? Let me get that I'm gonna put that up here real quick. It's penn dash I t USA. Tell me about what you're working on a little here and, like and back up a little bit to how you got into that.
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Okay. We were doing USB models USA, and we were had a couple deals with, Texas Rangers, one with the Yankees. And those deals started to fall short. Some internal strife in terms of how to fund it, etcetera, you know, in terms of who should have what shares. And my very good friend, my, you know, my brother, from England, Martin Weil, he got in contact with a a group that was doing this. And they were looking for money to do it, and they wanted me to help them fund it, you know, find find some funding because they knew I had found funding for projects in the past. So I took up the opportunity, to find the funding, but then I said to them, look. Give me the Caribbean as a territory. I'll find the funding for you meanwhile. And they did. And over the 2 years, I realized in my in my opinion that they were, you know, trying to climb the tree the wrong way. And then even that Yeah. And that relationship, Sower too, because, to me, they they didn't see the value that I brought. And what they wanted from me was way too much, for a start up because, I mean, none of us are selling anything, but you wanna license me for, you know, half a1000000 or a quarter million? No. So, I spoke to my closest people on board, and I said, hey. Look. There's actually a better tag, you know, a better way to do this, but this company seems to, like, have disappeared. Let's find this company and and switch. So it took us 3 days to find the owner, and he said, look. My CEO died, like, 2 years or just over 2 years ago, so we really haven't been doing anything. And I just made him an offer straight off the bat. Look. Let's let us start to take it over, and we'll come up with the funding. We'll pay you for it. But in the meanwhile, let me expand your brand. Let me start to sell your product. And this is ReboundTAG, and this is, like, the end game. So Pin It USA will become ReboundTAG Global, and we will take over ReboundTAG across the world, across the world. ReboundTAG is a better option because of the tech involved in it, the RFID chips, the NFC chip. Those will help you locate your whatever it is. And it they have they had a lot of stuff packed away in the cupboard, I should say. You know, they have PET tags, key fobs, you know, adhesive stickers separately, smaller bag tags, and luggage tags, all and this is patented. And I was like, woah. You know, we we've made this move at at, like, the right time. You know? So this is where we are today.
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What did you, tell me what the tags do. So dive into that a little bit just so people understand, like, you know, what's the main use case or what are some or what are some what what's the main use case that started it maybe, and what are some really kind of creative ones that people don't realize once you've explained what the tech does?
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Okay. So let me explain it like this. Everybody, you and I, has lost something. You know, whether it is just keys, you know, your phone, a bag, whatever it is, traveling, coming home, you know, your your kid may have left something in school, that type of scenario. And you want to get it back. The thing is, the same way all of us have lost something, we have all encountered something, found something. And you know what we couldn't do? Find the owner to give it back to them. Yeah. And the and 80 plus percent of people wanna give it back. But how do I do that? So this is where the uniqueness of the tag comes in. The tag has a QR code. You scan that QR code. You are brought to the website, and the website asks you for an email, a phone number. You put that in. You choose to send your GPS as well, and you click send. The owner now who has that ReboundTAG, whether it's a pet tag or or, you know, a key fob, that owner gets an SMS and an, email saying, hey. Sheldon has found, you know, your stuff. This is his number, etcetera. So now you contact me to get your stuff back.
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How about these tags?
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Oh, these these tags are not really big. So let me just show you.
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I'll put you in full screen here.
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So this is the bag tag.
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Oh, that is small. Right. So it's, like, about 2 and a half inches by 2 and a half inches or so.
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Yeah. But this is the luggage tag. Yeah.
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I should put that in my wall. Right? Put that in my phone tag.
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And, you know, so that that's it. How the the next advantage we have is in the airport system. The numbering that we have on your ReboundTAG is the c is come back is aligned with numbers in the luggage system. So luggage gets mislead a lot. They get they come a little late. You know, they went somewhere for this stuff like that, or they're at the wrong airport. I know the baggage handlers have to figure out what do I do with this bag. If if it has a ReboundTAG on it, he will do the same thing. He scan it in. Once he's scanned it in, the number aligns and your airline now gets a message, and you get a message saying it's in San Francisco. And this way, you can tell them, hey. You could call them up or message them now and say, look. You just got my luggage. It's you're saying it's in San Francisco, but I, I'm in Detroit. You know, your airline would now also be able to contact you and verify where you are and get it back to you as well. And that's as simple as the platform is. We didn't wanna make it yeah. We didn't wanna make it where it's techie, and you have to figure it out. You know? Yeah. A lot of stuff for you to do. You you buy it. You register it. You put it on whatever it is. Your kid's school bag or the sticker on, on your tennis rackets or golf club, and you leave it. So that way, if something happens, you get it back. You're not worried that the batteries are gonna die. You don't have to Bluetooth into it, which means you have to sit 25 feet away, you know, close to it, which doesn't make sense. If it's luggage, you're never that close to your luggage. You know? So we wanted to make it needed to be a system that works in and out of airports, a system that, you know, is simple. Anybody can do it. Okay. I scan this. I go on the website. All it's asking me for name, email, phone number, and and a description of whatever I'm putting this on, and that's it.
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What what's been the biggest challenge in growing this business?
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The biggest challenge, is getting the word out. So the biggest challenge is in marketing and, you know, getting getting ads and and the word out. So this is what what we have been doing for past year really has been identifying where we would market it to, who we would market it with. That has been one of the biggest challenges and funding for for this process.
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Right? So, so funding for the marketing piece of it, where it's it's not making enough cash revenue to kind of self fund bootstrap it, that you need that injection of revenue to do it?
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Yeah. You know, once we get that, funding and and the next thing was distribution. How do you get it introduced to the the the convenience stores? The 711 is on the big scale, and the the the convenience stores, grocers, etcetera, who can have it hanging at the cashier.
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Right? No. What what's the, so from a marketing standpoint, what's, like, your best use case it solves? Like, for, like, what would it be, like, tools for construction and, like, oh, where do we leave that drill kind of thing? Or, like, what what would be the best use case for you so you could, like, do that marketing so it's not, like, shotgunned out there. It's it's it's it's, you know, it's built for purpose.
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Right. My I think the best use case is the everyday commuter who is going to to work or or going to or is traveling to university, etcetera, on their bag. Because you you sit there, you have your bag, you probably have 2 bags, and you're on your phone or or or something, and you get up and you you accidentally leave 1 on the subway, on your train, in the taxi, those people, I think, lose very regularly. And, you know, second, I would say the airports, and a close second would be pets.
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I could see, I could definitely see pets for sure because it's a industry that is, people spend money on like crazy, like, their little tag just being a I found Rover. You know? Yeah. Instead of having taken it to the the veterinarian, they scan the little thing been vetted in it. It's like, you know, it's quicker. Those sometimes phone numbers and stuff already on there. But the other is, you know, like, maybe understanding maybe help me understand who your competitors are with this, because I I think, like, I feel like a lot of people solve things in this area. I think you you mentioned, like, the tag for Bluetooth. But who's your competitor, and and and how is that competitor doing it?
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Okay. Our best competitor would have to be Apple AirTag, and it requires Bluetooth. You need to have an iPhone. You have to download the app. It costs a lot more. So that is, to me, our best competitor. No one has ever released something.
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Sorry, Ryan. What's Apple's best use case for this? Like, what do they usually do it with? Is it for for for bags as well?
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Yeah. Like, they say put it in your bag, and if you if you misplace your bag, you can find it back. But then you gotta get close to your bag.
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Right. It's pretty Or somebody has if it's loose, I can't get an apple Has to. Yeah.
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Right? Not just have the Apple phone. I think you may need to have the the software downloaded, etcetera. So it's it's a good I will I won't ever knock Apple products, but I have I have I have had enough people tell me, this makes no sense. As soon as I am 25 feet away, it beeps and reminds me that I'm away from it. And then I don't like having my Bluetooth open to connect to it when I'm moving around. Right? Right. Because the stuff on your phone sometimes is too private to just have somebody hack into.
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Right. The, and and also, you know, from the different issues, different countries, people stealing phones, things like that, like, you know, having that stuff open and available. It's, it's probably not as prevalent in the US, but in other countries, right, there's a lot of people who just grab your phone, leave your camera open, and now they're you got your phone. They can change all your passwords and do everything right there. So there there's different issues with with that as well. Talk to me about the tech a little bit. Like, so dive into it. Like, how how was it when you started, and and where where is the, just no sorry. You're full screen. Where is the, where is it kind of tech going? Like, you know, to talk about the kind of current state, its challenges, and and where do you think it's gonna go?
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Okay. Give airports and rails and subways 5 years, and they're gonna start to have RFID scanners around the airports and all the all of those places simply so that it can pick up items. Initially, it may be just to pick up, large shipments of something coming from someone else, but it can be applied to these tags as well because it is gonna pick up these tags in the same way. So, presently, if you use it if if it is at an airport, like there is an airport, Lufthansa in Europe, it is RFID. The RFID probably doesn't get much work because a lot of people don't have much RFID except for probably cargo. You know, so RFID is something that is being used more and more because you don't need line of sight. I don't have to go next to it. I can I can pick the signal up? And the signal, they're being able to boost the signals even more and more. So
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Well, how how does how does it provide how does it tag signal? Because it finds it, like, a signal hits it? Or tell me how that works. So I don't think a lot of people understand RFDI because people talked about it with, like, oh, just walk out of the out of the store, and it charges your card. Right? From, like, the RFDIs for, like, grocery and these ideas. How does that actually work a little bit? Can you explain that so a a 5 year old brain like myself could probably get it?
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Okay. The chip itself needs this this use of the scanner not and it's not really powered. It's not really that powered. So, like, it would look just like they say in, like, the grocery cart. Once you're within that kinda range of the RFID, it picks it up. So for us, what we can do is we can engage the GPS on the target, and the RFID means anywhere in this large area, you can pick up your your tag versus you have to be, you know, just this 25 feet. So RFID, people know now we're using, like, large warehouses. You wanna know how many more wrenches they have or how many more drills. And you can just pawn the scanner. You don't have to walk looking for them. And it will tell you, yes. Okay. This is how many you have and these are the ones that you actually have. So it's gonna work the same way with, like, our luggage or bags, stuff like that.
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Okay. That makes sense. Now what's the what's the technology of the future look like for this? Like, where does that change? Does that become something that's always gonna be prevalent, or is it are there, like, massive technological changes coming up?
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I I think tech usually lasts 5 to 10 years. The first 5 years is adaptation. The next 5 years is when it gets to its saturation point. And either it gets better, like with your phone. You you the Wi Fi you use with your phone always gets better. And then eventually, it gets so much better that the Wi Fi chip has to change. So I think RFID is gonna get that much better that it is able to boost even stronger signals, and it it may be able at some point, to actually be bounced off satellites.
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We need, we go ahead. Sorry. Keep going.
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Yeah. So it's what we've done is create something so that in the future, we are sort of already there. So we are in the next phase when they start our using more RFID, in terminals and bus stations, etcetera. And it we how how we use ours is is patented. We expect by the time the patent, etcetera, runs out that we would have pushed it even further. Yeah. The end Right?
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What I was gonna ask you was, like, you know, is is because your business is not so much on the RFI. You buy those. It's what it does in your platform allows. The simplicity is in the platform that you're selling.
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Exactly. Is that more
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So that that's where your your your been as big as a value add is you don't have to know the latest tech, so to speak. You know, you're not responsible for the RFPI tech. You're responsible for the platform. So when people use it, it's easy.
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Yeah. So what we've done is is simplify. The the tech happens in the background. You don't need to worry about the tech. All of that happens in the background. At the airports, when they want to sort luggage, they they wanna use RFID to sort the luggage that's sitting at the airport to know who to get it to. But, again, that is sorta difficult. So RFID, NFC, scanners, we are compatible with every sort of technology they use to sort, as well as we are in the global number system. So, technically, we're in orbit, 20th Android airports across the world. You know, our tag will be sorted will be a high priority to be sorted because it's easier to to sort and, get it done.
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And, let let's let's shift gears for a second, though. So as you've grown your company and you you know, you're you're about to go to Miami, what do you do with community? Do you do anything with, like, to help other entrepreneurs take better paths? Or, like, what what what's your, kind of social outreach with this?
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Alright. So my social outreach is in 2 is is 2 ways. I'll get back to what you just spoke of second. My first social outreach is along the lines that I've seen living here in the Caribbean. And that is, what I've seen in the Caribbean is I've seen women, been so sort of second class in sport. While I was the physical therapist for our national teams, the women teams always got secondhand equipment, you know, last minute flights to where they need to go to. You know, they didn't always have medicine kits, etcetera. And then in school, you know, it's they're doing pretty well now in school. They're actually doing better than the guys, but they're still thought of second. So scholarships and those things are second. So I thought of that and I said, look. Once this company is running, I wanna help out the women of Trinidad and Tobago and the wider Caribbean. So I, created a department called title 9. And what we're going to do is we're gonna start taking a dollar of 50¢ off of sales and putting it towards bringing US programs into the Caribbean. So we will source partnerships with schools, organizations that wanna help us to do, you know, get scholarships for young women of all sorts, who will like to bring them up for internships, you know, and have them intern at at your organization, who would like to come down and bring, learning programs to those who didn't get to go finish high school, those sort of things. And we are planning it now. So we have the the framework planned, and then we would really like to execute on that framework.
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That's I mean, that's great because in a where you you have a country that's got such, disparities in in just poverty by itself. Right? Then you have a further one if you're female. Bridging that gap brings a whole group that's more than more more capable, smarter that's just been oppressed basically for from getting to do the opportunity. So anybody who can do a part to help do that is very, very much so. It's amazing. So good for you and your you and your what what's the did did you see this mostly is there a bigger driver behind that, like, from you that made you wanna, you know, focus specifically in the in the in the women's area? And I know you said there's a lot of things, but was there something in your life personally that that made that even more personal?
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Yeah. Yes. When I, got in when I came back from the US, trying to get into college, the NBA, and played basketball here, I have an associate in PE. So, I started to do physical training, with teams. And I went to a national team, and I was told, well, you would be the trainer for this national team. You would also do the physical therapy and stuff. And I got there, and the medicine bag was empty. So I asked them, like, you know, who's gonna fill this? And they they said they're working on it, so I started to use my stuff. A year passed, they never brought anything, but I had access to a lot of stuff working with the army, the local army, the defense force. And I I can really advocate for something when I want it. And the skill level of the female athletes in this country is off the charts. I can call so many female soccer players that, you know, deserve scholarships or went on scholarships and did really well. Basketball players, track athletes, you know, We just don't focus on them enough, and then we have so many that are so well academically inclined that if they got the chance to go to a Temple University, Notre Dame Notre Dame, etcetera, These girls would probably invent something new, or they would take whatever is are the inventions are and and, you know, put it, but, again, you only grow it's like how a shark grows when it's put in a a little aquarium. It remains a little shock. Yep. If these girls are exposed, these girls would would shock the world.
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They would.
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Yeah. I What I I put my my my 2 sisters, my daughters. Yeah. So I have personal stake in it as well.
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I love it. So what's next for you? So talk about the future of of of Sheldon Cipio. So it's you got this business, but what I'll what I'll most entrepreneurs have a few things cooking always. So what's what's cooking for you next?
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Okay. Well, with this business, we've just, signed a contract with mister checkout for, national distribution. Once we get that going, we wanna take it into Europe as well. Once this business gets going, I wanna bring EmtreeLinked, which is a business networking group franchise, and bring it into the Caribbean as well. I am not by any means the smartest. You know? I think I've met a lot of people who would benefit from it as well. So I wanna take that into you know, bring that back into the Caribbean, to enhance Caribbean entrepreneurs. I want title 9 to end up being self sufficient and not just in Trinidad, but there should be a title 9 in every country every Caribbean country. The same with M3. There should be 3 or 4 M3s, you know, linked so that you you do have to go through the government or somebody just to to speak to, you know, someone abroad. I mean, they they should be able to reach out to you and sit on this program as well.
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Yeah. There's no, there's no, president of Trinidad or of, coming? No no political aspirations here?
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Yeah. But the the no. No no political aspirations because what I've learned is political aspirations get you tied up in political entanglements. If you're doing it as a private citizen, then I can just open my platform and say, talk to anybody else on the platform from the US you want to. So I can introduce them to you, to my business partners, to anybody else on the platform, and they just go through and talk. If if I am political, then I'm putting you through the chamber, and they're charging you fees, and they they are limiting, you know, how you do business and who you they they wanna make the introduction. Right. That it's how you think as an as an entrepreneur. So, I wanna cut that huge middle place now and let me go, really.
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Lost your audio there a little bit. I think you might have your your audio cut out there just for a second. It sounds like you need to cut a tie at the middle man. That's what it sounds like. I like meta force.
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Yeah. And I am.
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Hey, Sheldon. I think we lost your audio there just for a minute. I don't know if there's a your mic got a little wonky just to make it easier to hear. Let me know if you're hearing me. Oh, that's good. No. We're back. We're back. Yeah. You had a you had a mic go out there on you. If there was a question, though, today I should've asked you and I didn't, what would that question have been?
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I I I think a a question that nobody has ever asked me is, where do I prefer living in the Caribbean or US? Oh, well, it's definitely
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to me, it's gotta be the Caribbean for sure. The Caribbean.
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And people think so. Why I don't want to be in the Caribbean living is the same metaphor with the shark and the tank. What I learned is as I traveled more as a as as a youth to play sport, my mind grew faster than the the other youth around me who didn't go anywhere.
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Yep. Yeah. That's a great analogy too. Like, what you do is you go leave, you become a huge shark, and you swim back there, and you're like, I think I'll buy that house.
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Yeah.
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You come and I'll come here when there's not a hurricane. That's what she'll be. Like, I will leave when there's hurricanes coming.
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Oh, hurricanes pass hurricanes pass through the Caribbean as well. You know?
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So You're gonna go to Miami, which is like our Caribbean city, but much bigger and and be connected so you can get them. I like it. I love it. Who so, Loyce, like, then toward the end of the show here, I always wanna ask, you know, who should get ahold of you, and and how do you want them to do that?
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LinkedIn, sheldon.scipio@reboundtag.com. And it should be I'm open to speaking to anybody about my journey because it may they may learn something and it will help them. So if it's just for that, I'm open to that. As well as, anybody into funding or anybody into distribution, any one of these large larger retail outlets, you know, the 7 Elevens, the Best Buys, etcetera, Petco, PetSmart, these larger pet companies. Yeah. I I would love to hear from any one of them because our product is also customizable. So every pet tag could have your brand on it. Every luggage tag could have your brand on it. You know, I'm really interested in speaking with retailers
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about that as well. It's like a white label situation. You can have them you just supply it, the platform, and then they get their own white label version of it. Smart. Yes. I love it. Sounds like good sales. Sheldon, thank you so much for coming on today. I appreciate it. Pin it. Let me put this website up here one more time too. Check this out. Pin dashitusa.com. When when do you plan when's the move? When's the Miami move?
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Hopefully, in 2 months, it it should be confirmed, and I should be there, Christmas, early New New Year. Good. Good time to come.
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I love it. Sheldon, thank you so much for coming on today. I appreciate it.
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No problem. I love I loved it. And keep do keep doing this. I love the videos. I love the range of topics as well that you cover.
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I well, I appreciate that very much. And this and we'll take that to heart. And because of you, we're gonna continue to go. We were gonna stop. This was gonna be the last show ever. Because Sheldon is asking, and we will we will we will continue. Thank you, Sheldon. I'll put you I'm gonna put you in the periwinkle room. Thank you, Sheldon, for showing up today and and being part of the the journey here at Never Been Promoted. I love meeting entrepreneurs from around the world because there's, you know, there's lots of things you can get in your way from being successful or whatever else. And, you know, in the US, I feel like we have tons of opportunities, lots of people though who aren't from the US and still make it. So whenever you're facing some kind of roadblocks, some kind of obstacle, just know that you're in control, that you can make it happen, and and you need to if you wanna become successful. Until we meet again, you know, get out there, go unleash your entrepreneur. I really do, appreciate listening and watching.
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Thank you for listening to the Never Been Promoted podcast. If you liked today's show, subscribe at youtube.comforward/at never been promoted. Until next time. Get out there and go unleash your inner entrepreneur.