From Yelp to a Thriving E-commerce Venture
This narrative is drawn from a chat with Joey Coffin, a former Yelp manager and founder of Vacation Darts, living in Vancouver. Business Insider has validated Coffin’s previous work and business earnings. The text has been refined for brevity and lucidity.
The Unexpected Leap into Entrepreneurship
It all started as a whimsical inside joke: “Vacation darts don’t count.” Essentially, if you’re on holiday, indulging in a cheeky cigarette is perfectly fine. The sentiment behind the joke was simple: don’t take life too seriously. Enjoy an extra drink at the swim-up bar or chat with someone you wouldn’t usually approach.
A Humble Beginning
Fancied the joke, did I? Indeed, it inspired me to slap a logo on a hat at a Toronto print shop. Wearing it out, I was constantly stopped and even offered $50 at a pub just for my hat. I felt at that moment that this whimsical idea had potential.
Initial Steps and Challenges
Back in 2019, I found myself comfortably employed with Yelp, managing the restaurants team. But come June 2024, the itch to start something of my own led to the inception of Vacation Darts as a side hustle. With the idea cemented, I began building the brand’s identity, securing social handles, and setting up a website. By February 2025, we were selling merchandise and seeing some revenue.
Burning the Midnight Oil
While my friends indulged in football matches, I spent countless nights crafting product pages. Working until the wee hours, the effort took a toll on my mental health. It felt as though I was only half-heartedly committed to both my full-time job and my venture.
Despite these challenges, the business flourished incredibly, achieving over $125,000 in transactions in just a year. This undeniable growth made the decision to commit fully to Vacation Darts an obvious choice. I parted ways with Yelp at the start of 2026 and haven’t looked back.
Embracing the Entrepreneurial Spirit
Every entrepreneur surely feels a bit anxious about leaving a stable income behind. In the beginning, I was apprehensive, but also excited about the unknown possibilities. This was my chance to make or break something uniquely mine.
Two Strategies for Success
Create with Authenticity
To succeed, you must find something authentic to you and others, then stay true to it. My brand resonates because it reminds people of fond memories and the carefree spirit of vacations. It’s relatable, filled with humour and community spirit.
Utilise Social Media and AI
We started with organic growth through Instagram. I reached out to influencers directly, sending messages when they interacted with my posts. AI was another ally, helping to refine messages and summarise key metrics on my Meta dashboard.
Leaving Big Tech Behind
In hindsight, I’d never have left the security of Big Tech without believing in my venture’s potential. The thrill of creating something that resonates with people is incredibly fulfilling.
Starting a business and watching it grow is exhilarating. It’s a unique joy, far more rewarding than the safety net of a traditional 9-to-5 job. Now that I’ve experienced this, it’s all I desire.
Do you have a side hustle story? Reach out to editor Jane Zhang at janezhang@businessinsider.com.
