9 Questions for…Tu Pham

In this edition of 9 Questions For…, we take a trip to the California coast to chat with Tu Pham, co-founder of Shopify app Cleverific.

Cleverific have been a consistent supporter of my Craft+Work events, for which I am incredibly grateful.

Q: Are you a founder, co-founder, solo entrepreneur, consultant or something else?

I'm a co-founder.

Q: What type of business do you run?

Cleverific is a Shopify app that lets customers make post-purchase order changes through self-service, plus we offer backend order editing and automation tools for brands. Our solution includes additional product recommendations and revenue touchpoints during the purchase-to-fulfilment window.

We work with DTC brands, fashion retailers, and growing ecommerce businesses — brands and agencies that value deep partner relationships over just adding another piece of software to their tech stack.

Q: Why did you start your business?

I'd always wanted to create a product, and after years as an Art Director helping brands with physical products and loving UX design, building software felt like the natural next step.

Q: What's the biggest challenge you are facing in your business?

Growing our reach while bootstrapped. Every marketing dollar has to count when you're funding growth yourself.

Q: What's going well in your business?

Our product is rock solid, we iterate fast, and we've built an efficient team that I can safely say punches above its weight.

Q: What skill do you excel at, and which one do you want to get better at?

I shine at design — I've designed everything from SaaS UX to logos to wine labels to massive billboards. I still come across some of my design work when walking into the local wine shop or driving on the highway. I'd like to get better at vlogging.

Q: What will be different about your business this time next year?

Simply put, more people will know about Cleverific and the problems we solve.

Q: What's the one thing you wish you'd known before starting your entrepreneurial adventure?

I never really jumped on the social media train — probably have less than 100 posts across all platforms combined. It wasn't in my skill set, but I'm realising that being a visible professional is part of the entrepreneurial adventure in 2025.

Q: Where do you live, and what do you love about your city?

Santa Barbara, California.

Access to the beach, mountains or coffee with a friend is less than a 15-minute drive or bike ride away. And great weather 90% of the year!