Mafia, Penguins & Muses – How I started Mobile Mafia

Mobile Mafia

I have read a couple of books over the last 12 months that really tickled my inner entrepreneur.. The books in question are Ready Fire Aim and The 4 Hour Work Week.

In the 4 Hour Work Week, Tim Ferriss maps out a framework in which you can build a business that with only 4 hours direct effort a week can support a pretty fun sounding lifestyle. There were a few things that didn’t 100% sit well with me, but the book left me with a new way to think about building businesses and some new things to try out.

The real trouble started when I read Ready Fire Aim. Michael Masterson addressed head on the things that I didn’t like about the 4 Hour Work Week and provided me with a way to get my head past a few of the things that I didn’t like in Ferriss’ approach.

One lubricated evening in September last year, I decided to build a muse. “Muse” is the term Ferris uses to describe his 4 hour businesses. I was sitting on the lounge and got really annoyed that my iPhone’s battery wasn’t able to last the whole day. This annoyed me to the point of actually doing something about it. I didn’t write a letter like a grumpy old man, I didn’t throw the phone out the window and I didn’t get up and plug it in. I jumped online and started looking for manufacturers who could help me build a solution to the problem that I have since discovered so many other people are affected by.

That night Mobile Mafia ( was born. Over a period of 6 months I imported and tested dozens of different cases and mobile accessories. When I found one I liked, I’d import a couple of hundred and sell them on eBay to see how they performed when real customers used them and gathered feedback on popularity by how quickly they sold. Some were good, others caused me to lose many nights sleep.

After 6 or 7 months of this, I had settled on a couple of options and decided to have a go at selling my first branded case – The GodCharger ( a couple of people have asked me to write up my experiences, over the next month or two I plan on writing a bit more about my experiences getting this project up and running, and there have been a hell of a lot of things I’ve learned :-)

Last updated by at .