Seth Berger Leads Sixers Innovation Lab In Camden

Entrepreneurs are flooding into Camden, including Seth Berger, University of Pennsylvania and Wharton School of Business alumni, best known as the Founder and former CEO of AND1. Seth Berger is managing the Sixers Innovation Lab Crafted by Kimball, which is housed in the Philadelphia 76ers Training Complex Business Operations Facility. Seth Berger has years of experience as an entrepreneur includes acting as a consultant and CEO in the gaming, technology and sports industry over the past decade. With a life long career in sports, Seth Berger provides opportunities for companies to grow using resources that are invaluable to business.

The Sixers Innovation Lab supports startups by providing individualized, industry-leading consulting and investment opportunities. Companies that are selected by Seth Berger and the Innovation Lab team will receive office space at the Innovation Lab, access to industry leaders, third-party branding, marketing and legal services, as well as free meals and housing in the Philadelphia area. There will also be unique opportunities to pitch to industry-leading investors and venture capitalists. Seth Berger is overseeing each startup that enters the facility along with advisors from StubHub, DraftKings, Rothman Institute, First Round Capital, Maven Creative and more.

With a unique set of skills and lifelong achievements in the sports industry, Seth Berger is passing on his knowledge on growing your company into something incredible. Seth Berger tells us about what it takes to be an entrepreneur today, making a lasting impression in business, and how you can be a part of the Sixers Innovation Lab.

Describe your career.

I started a business in grad school at 25, which is now known as AND 1. It started as a T-shirt company in NYC, where I am from. Then, in seven years it grew to a basketball apparel, sports illustrated company. I ran two companies at that time. In the middle of AND1, I also ran hoopstv.com and made all of the mistakes I could. Made a couple of deals with retailers, but ultimately sold AND 1 in 2005 to American Sporting Goods. My kids at that time were six, three, and one years old. The goal then was to just be super dad, take them to school, and to see them everyday. I had part time jobs, I didn’t want a full position. I managed a few companies along the way but, my career basically had three parts: running AND 1, coaching basketball at Westtown School, an independent international school, and consulting and advising at Innovation Lab. Working at Innovation Lab combined all of my skills as a coach, consultant, and CEO. As a coach, it helped me become a better consultant and CEO to help identify and recruit really talented CEOs.

As an entrepreneur, what are some surprises that come your way?

Whether I was running AND1 or the Innovation Lab, there were always surprises. I’ve never run anything before, so doing AND 1 and the Lab were the biggest surprises. I was never really good in school, I was only a good test taker. Memorization is the only skill I had and my biggest strength is admitting that I don’t know and I need help. That’s how I got so far. If you’re always curious, you’ll always grow.

From ‘93-’05, old businesses had to make a lot of guesses when it came to prices and consumers. Nowadays, with technology, you can test everything. You can have consumers telling you a price, likings, and etc.

I’m also really surprised with how fast things move now. Businesses would take three-five years to grow, now it can be successful in three-six months.

What are some of the risks you took to get to where you are?

When I decided to start AND 1, I was maxed out of student loans and lived off of five Visas. If AND 1 didn’t work out, the alternative was to take on a job that I didn’t like and find incredibly boring, nothing I looked forward to. I took a risk as in if it didn’t work, I was going to be really broke, but the thing was, I was broke anyway so I didn’t really care. The actual risk or the biggest risk for anyone is time. Time is your most valuable resource. My risk here at the innovation lab is can I help manage five to six companies at the same. I have the mentality of, ‘I think it’ll work.’ But if I spend three to five years here and it doesn’t work, it’ll be a really big waste of time. As an entrepreneur though, you’re comfortable with mistakes.

How do you make a lasting impression when you get into a new business?

By offering significant day to day support to our companies. If all of what you want is a check and a network, then there are lots of places to get that. In the Bay Area especially, there are tons of them but that’s not us. If you want help to figure out your business, what you do on a day to day basis or annual basis, then that’s what we provide.

What recommendations do you have to aspiring business owners?

Know your consumer really well and focus on them, one of the biggest mistakes in entrepreneurship is people who say, ‘I don’t want to focus on consumers in our market because then my business won’t be really big.’ I say to them, ‘Build a small business before you have a big business, it shows you already have a business, then continue to build and expand.’  With all of our companies, we end the day with these questions: Who’s going to watch our videos? Who’s going to use our service, buy our products and be as specific as possible with those answers? 

Entrepreneurs who are thinking about starting versus entrepreneurs who have already started. Those who haven’t started aren’t afraid of failing because everyone fails eventually. It’s actually because they don’t know how to take charge. When you are your own CEO, it’s like getting a blank piece of paper for an essay but with no question. Everything is already set, what time you go into the office, the dress code, etc. with your business, no one is there to tell you. Don’t be afraid to get help.

What are some benefits the 76ers Innovation lab offer that can’t be found anywhere else?

I think Rhyan Truett, Innovation Lab Director of Operations, and I make a great team, along with Philadelphia 76ers CEO Scott O’Neil, and other people on our team can be really insightful for your business. We also offer free housing, free food, and free office space for about three months. In which there’s also access to free snacks and the gym. Also, we have a marketing agreement with strategy branding for companies, possible free legal services, and lastly, you can play basketball here.

How does startup apply for the opportunity to pitch?

Interested applicants can submit an application form through www.sixersinnovationlab.com.

What industries have you seen so far?

Everything, from cyber security, foot apparel, you name it. Our owner has a really broad network. If we can add value to your company then be let’s be a part, but if we can’t help you then it doesn’t make sense to apply.

Tips for entrepreneurs who are interested in being at Lab?

Always be willing to learn, companies who are in here are different from when they first came in. Be interested in improving. Companies who just need a check are not for us. There are three things we look for: first is what you take in, how smart, how focused, and how intense you are. Your team is a major aspect. For me, a team is the most important. I have members who studied in Wharton and are way smarter. Second, is the idea. Something you can protect and is unique. Lastly, how can we help you? If the company already had parts one and two, then how can we support you.

What is the piece of advice that helped you throughout your career?

In the fall of ‘93, when we were selling team shorts. I met Michael who owned a record company. He started his business by doing 45s. Back in the day, they used to do single records of songs of TV show songs like The Flinstones, The Munsters and all of the sudden his business blew up. He asked me, ‘Why do you want to be in business? Why do you wanna make a difference in kids’ lives?’ I said, ‘I think this business can reach kids and I can make a little money on the way, I also get to spend time with friends.’ He assured me then that you’re in business to make money, you’re not in it for your ego, you’re not in business to make friends, and you’re not in business to change who you are. And he was right. For awhile we thought we served kids as opposed to our consumers. When I got with our accounts, I asked, am I going to make enough and do I need more? If I bring in people who are around me and they get a piece of what I have or more, it’s okay. If you’re giving them pieces of yours, then they’ll eventually give more back to you. If you’re not giving your team a piece and think you have to be more in control, then it won’t work out. Like I said before, teamwork is the most important aspect of a business. Be willing to give.