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Introduction
In this episode of From Startup to Wunderbrand, host Nicholas Kuhne sits down with Marc Sauer, a former CPA who traded spreadsheets for startups. Marc is now the founder of Urban August, a company that creates clever locking solutions for fridges, cabinets, and more, and International Tie, a brand born from his love of flags and flair. What makes Marc’s journey remarkable is his knack for identifying problems — real, everyday ones — and turning them into successful product-based businesses. From the corporate grind to the frontlines of ecommerce, Marc shares how he built two profitable ventures with zero prior experience.
Key Takeaways
Marc didn’t start his entrepreneurial journey with a master plan — he started with a problem. His youngest brother, who has Down Syndrome, was constantly raiding the fridge, and there was nothing on the market to stop him. That gap became Urban August’s first product: a fridge lock. From that one idea came 45 variations, all solving a specific need.
Marc learned that brands that solve problems have more staying power than those that simply complement a lifestyle. He also realised that being first to market, paired with compelling personal storytelling, builds brand trust and creates a moat against overseas competitors. His CPA background gave him an edge in budgeting and resource allocation, but stepping in front of the camera and becoming the face of his brand — that was a new and rewarding challenge.
Chapter Summaries
From eBay to Entrepreneurship
Marc's entrepreneurial spark began with eBay in 2002, selling odds and ends as a high school student. But after college, he followed societal expectations into the corporate world — only to find it uninspiring and restrictive. The Great Recession made job hunting a grind, and the corporate bureaucracy wasn’t what he’d envisioned.
Launching International Tie
His first business, International Tie, started with a simple idea: a necktie featuring the Chicago flag. The idea grew into a line of hats with flag themes, and while he admits the brand name now limits him, it taught him the ropes of product development and ecommerce.
Solving a Family Problem: The Birth of Urban August
Marc's family struggle with keeping his brother out of the fridge inspired Urban August. Realising there were no good solutions online, he designed a fridge lock using a modified luggage strap. It sold immediately on Amazon, with no advertising, proving that product-market fit is more powerful than ad spend. He scaled the business by rapidly offering variations, ensuring competitors couldn’t easily catch up.
Competing with Overseas Sellers
Marc’s advantage wasn’t just being first — it was his authentic personal branding. He shared the story of his brother, featured himself in product videos, and kept things visually simple and honest. While overseas sellers tried to undercut him, they couldn’t replicate his storytelling, which created trust and allowed for premium pricing.
CPA to Camera: Becoming the Face of the Brand
Moving from spreadsheets to storytelling wasn’t easy, but Marc embraced it. He learned video production from scratch, including lighting, scripting, and editing. He also plans to evolve his content with animation and real customer stories, aiming to create media that resonates, not just product videos.
Navigating E-commerce in 2025 and Beyond
Marc is now focused on diversifying away from Amazon, which he feels is oversaturated and margin-hungry. He’s exploring SEO, Google Ads, and B2B outreach for Urban August, while International Tie is going local with a top-tier embroidery machine to make hats in-house. This pivot allows him to respond to trends quickly, offer custom designs, and boost margins by cutting out middlemen.
Global Outlook and Geopolitics
Marc's year in Taiwan learning Chinese gave him global insight — and an enduring love for beef noodle soup. He reflects on Taiwan’s unique geopolitical role, especially in tech, and how his early belief in China’s global rise shaped his entrepreneurial mindset.
Conclusion
Marc Sauer’s story is a powerful reminder that you don’t need years of experience to start a business — you just need to solve a real problem. His journey from CPA to entrepreneur shows that personal branding, problem-solving, and adaptability are the keys to building resilient businesses, even in a turbulent ecommerce landscape.
What Next?
If you’re an aspiring entrepreneur looking to identify your niche and build a brand with staying power, Marc’s story is a blueprint worth following. You can explore his products or connect with him directly:
🔗 Urban August – urbanaugust.com
🔗 International Tie – internationaltie.com
📬 Connect with Marc on LinkedIn: Link to be added
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