Jerry Castanos dreams in 3-D — printing that is. The 29-year-old Dominican from New York City’s Washington Heights had aspirations that every chronic entrepreneur holds, but with a twist. He wanted to start a business that would transform his barrio into “early adapters” of an emerging technology. His printing store, 3D Heights, is the culmination of that dream.
How It Works
Touted as the “next big thing” 3-D printing is a process of building a three dimensional object from a digital model. “It’s not complicated: a hot glue gun controlled by a little robot pushes glue out; the computer tells the [gun] where to go,” explained Castanos. All you need is a modeling file, which you can download from the web or create yourself by learning how to use the software. “The technology is simple and the application is great,” he says. A person with no experience can construct “anything from puppets to medical devices.” The technology has the potential to be a game changer for people’s wallets or a small businesses’ bottom line. “A 3-D printed prosthetic can cost $100; if you need a specialized tool from a hardware store you can make a replica…it ends up saving money.”
How He Got Started
While it might sound like a risky “pie-in-the-sky” venture, you should know that Castanos is a seasoned businessman. He started his first business, a DJ company, at 15. After high school, Castanos went straight into the Army and spent his formative years in Japan and the Middle East working in supply team management. His understanding about how to increase productivity, communication and marketing was priceless. It even landed him steady work as a defense contractor for big companies like Halliburton and Honeywell. All the while Castanos kept his hustle on, working as a mobile DJ while in the Army and starting an employment services firm. After finishing his military service Castanos stayed abroad and started his own logistics company in Qatar with a cousin.
Exposed to the technology while abroad, the self-professed techie daydreamed about setting up his next venture in a place he’s proud to call home. “I wanted to come back now when the technology was new enough to embed in the community,” Castanos said. It’s the reason why 3D Heights has donated printers to his old elementary school, is working with teachers to develop a curriculum and started an after school program with the local Police Athletic League. “If we’re the first adapters we become the standard and people come to us.”
Although his store, which opened in December of 2013, is a “one-stop shop” for all things 3-D printing, from scanners to software and classes, Castanos says his employees are its greatest asset. “The most important resource is us,” he says. “That’s why we have a physical store. You can’t talk about 3-D printing through the Internet and get the same experience as you would seeing/feeling/touching an object. We show them the capabilities.”
Words of Advice
Although Castanos doesn’t believe he’s reached the ultimate level of success, the veteran emprendedor is sharing some of his secrets of success with us.
Count on Family
Contrary to popular belief, Castano’s clan is the backbone of his business. “My dad found the place and retro-fit the store with electricity and internet; my uncles drove me around Brooklyn to get materials; my cousins and aunts work in the store; my mom is here to clean and my grandmother always keeps [my stomach full] and well taken care of.”
Market Yourself
Rather than waiting for clients to walk in Castanos drums up business by talking to everyone from local mom and pop merchants to professional corporate clients of what his shop can do. “If people don’t know about me I can’t move forward,” he explains. “We develop our own market and brand.”
Failure Is Part of the Game
“You might temporarily fail, keep trying until you succeed. You might even have to close up shop and then start again. But don’t be afraid to fail and try again.”
To learn more about 3D Heights visit them at their shop located at 4084 Broadway (between W. 172nd and W. 173rd Streets), New York City.
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