We caught up with the brilliant and insightful Juavahr a few weeks ago and have shared our conversation below.

Alright, Juavahr thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?

A year after finishing graduate school, I found myself confronting a harsh reality: I had the degrees, but where was the financial return? At the time, my full-time job barely covered the basics. My paycheck allowed me to get to work and back—no savings, no fun, no freedom. Wanting to change that, I reached out to a coworker to see if they knew of any side gigs or hustle opportunities. Fortunately, they connected me with a vendor who sold jams, jellies, and pickled products at local farmers markets and trade shows. He was always looking for weekend help, and within a few days, I had my first shift lined up—and I knew exactly how much I could earn. By the end of that first day, we had sold all but three boxes of product. The vendor restocked the truck for the next day and told me I’d earn even more if we sold out again. Walking to my car, I did the math and got excited. If we pulled it off, I’d make nearly two weeks’ worth of my regular salary in just one weekend. And we did. We sold out again—and I walked away with $1,200. I should’ve been ecstatic, but instead, I felt numb. The realization hit me hard: I had worked two weeks at my full-time job for the same amount I just made in two days. That moment sparked something in me. I wanted more—and I knew I could get it. That first trade show led to a six-month run working with that vendor at markets and events across Georgia, South Carolina, and Florida. Along the way, I met countless other vendors—at events, truck stops, and hotels—and they all echoed the same frustration: “We don’t have our own platform.”
I kept hearing it—from seasoned vendors and new ones alike. And while there were social media platforms out there, none truly served the unique needs of vendors—no tools for real-time visibility, no support for marketing, and no direct way to connect with customers as things were happening.So, I decided to build a solution. That’s how SetupShopz was born—a subscription-based vendor locator app designed specifically for vendors. It helps them market in real time, increase visibility, and stay connected with their audience wherever they are.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Juavahr Nathan, originally from Charleston, South Carolina, but I’ve called Central Florida home since 2012. I’m a proud graduate of two historically Black universities—South Carolina State University, where I earned my bachelor’s degree, and Bethune-Cookman University, where I received my master’s. I grew up in the locker room—football shaped much of who I am. The discipline, structure, and values I gained on the field carried me all the way through graduate school. But even then, I knew owning and running my own business was always in my playbook. Both of my parents worked blue-collar jobs for the city, and they instilled in me the value of hard work, family, and staying grounded. When I moved to Florida in 2012 for grad school, I made a personal vow: I came here to win, and to win the right way—no shortcuts, no excuses. In 2016, I began my entrepreneurial journey—alone, nervous, but determined. Like many founders, I learned some lessons the hard way. In 2017, I was scammed out of $1,000 trying to find a reliable app developer. But I didn’t give up. In 2018, I connected with a solid development team, and by December 2019, my app, SetupShopz, was officially in the App Store.We had years of marketing ideas ready, trade shows lined up, and momentum building—2020 was supposed to be our breakout year. Then COVID hit. The pandemic wiped out that momentum, and my contracting business took a hit too. Financial pressures forced me to shelve SetupShopz so I could provide for my family. Still, I never fully let the dream go. I turned to social media, building an organic following of 1,000 genuine followers on Instagram—no bots, just consistent effort. It wasn’t viral, but it was real. And real people mean real hope. But anyone in the vendor world knows: followers are great—but only the paying ones help keep the lights on. Through it all, I kept going. That mindset—“Keep Going”—is what keeps vendors thriving, not just in business, but in life. Every time I open the SetupShopz app, I’m reminded of that same joy. And that’s what I want every vendor who subscribes to our platform to feel: encouragement, possibility, and growth. When I started in 2016, my biggest question was, “How will I get vendors to pay for a subscription?” Fast forward to 2025, and we’re living in a subscription-based economy. The SetupShopz subscription helps vendors promote their businesses, connect with consumers in real-time, and gain direct visibility—all in one place.SetupShopz was built for vendors, by someone who’s been in their shoes. And every time they open the app, I want them to be reminded of one thing: “Keep going”.

Let’s talk about resilience next – do you have a story you can share with us?

2020 was supposed to be a big year for me—and for SetupShopz. I had just gotten engaged in the summer of 2019, my app was in its final stages of development on TestFlight, and I had signed long-term contracts for my full-time job heading into the new year. Everything seemed aligned. I was ready to finally share my vision for SetupShopz with the world. But then the world changed.Working in the healthcare industry, I had a front-row seat to what COVID was doing—not just to patients, but to systems, families, jobs, and lives. Within a matter of weeks, nine months of scheduled contract work were canceled. My wedding was postponed. My savings disappeared. I had to rely on unemployment. I feared catching the virus daily and felt completely stuck at home. With so much uncertainty and time on my hands, I decided to shift my focus. If the vendor markets and trade shows were gone, I would build a presence online. Everyone was glued to their phones, so I leaned into building SetupShopz’s social media following. It worked—our online presence grew quickly. But without in-person events, that momentum couldn’t go anywhere. The buzz was stuck inside the house, just like we all were. At the same time, my full-time job was crumbling. The healthcare contract industry froze. Project managers stopped recruiting. Everyone was trying to avoid risk—and we contractors were the first to go. From 2021 to 2024, I watched the contract market shrink and shift entirely. Healthcare systems began replacing contract workers with full-time employees—especially nurses—and just like that, the opportunities dried up.I started questioning everything. Was fully self funding all of this worth it? Did I waste my time, my money, my energy—on a dream that might never take off? But every now and then, I’d see a new app download. A new follower. A message of support. And somehow, that was enough to keep me going.I kept going after I got scammed in 2017 by a developer who charged me $800 and delivered nothing but a broken landing page. I kept going when I used some of my unemployment money in 2020 to pay for app development—during a year when there were no events at all.I kept going when the industry I worked in for years left me behind. And today, I’m still going. This interview exists because someone paid attention. Someone saw the vision, even if it’s taken years to bring it to life. And if the right person reads this—someone with the power to help SetupShopz reach the next level—then everything I’ve endured will have been worth it. One of the biggest lessons I’ve learned is that timing is everything. Back in 2016, trying to convince vendors to pay a monthly subscription felt impossible. Fast forward to 2025, and you can’t use most tech tools without one. People are ready now—and so is SetupShopz. Through it all, the one thing I’ve held onto is this simple mindset: “Keep going”.

We’d love to hear the story of how you built up your social media audience?

I began to understand how algorithms work and how to use them to my advantage. To build my social media following, I focused my searches and hashtags around everything vendor-related: small businesses, farmers markets, local pop-ups, and startups. Within just two months, my feed started showing more local vendors and small businesses. When I came across someone who seemed local, I’d do a bit of digging—check their page, see if they were active in the area—and then send a friend request or follow their account. I also followed the vendors they interacted with, creating a network effect. It took time and research, but being intentional about who I followed and what I engaged with made a real difference. Algorithms reward consistency and relevance—so I made sure to stay consistent and relevant.

Contact Info:

• Instagram: Setupshopz