There’s a commonly held belief in manufacturing: big ideas need big money, fast growth, and outside control to survive. But that playbook doesn’t work for every business or every industry.

Andrew Johnson, co-founder of HeavyTech and CEO of ShelfAware, joins the show from Everywhere Beer Co. in Anaheim, California, to talk through how he and his partners built HeavyTech, a hybrid and electric big machinery manufacturer, on their own terms. He shares the long road behind developing technology for hybrid and electric heavy machinery, and why, when it came time to scale, they made a deliberate decision to crowdfund and not follow the traditional VC path.

Along the way, we also get into why diversification within a single industry creates leverage most business owners miss, what it means to be fearless in business, and the struggles of connecting with other entrepreneurs at the same stage of growth.

If you’ve ever questioned whether the “standard” approach to funding actually fits your business, this conversation will make you rethink the rules.

In this episode, find out:

Why timing is the most important factor in business success
How crowdfunding gives you more control over your business and direct access to future customers
Why diversifying within an industry is one of the smartest entrepreneurial moves you can make
The importance of connecting with other entrepreneurs in the same position as you
How HeavyTech invented its hybrid and electric machines for construction, farm and ranch
What it means to be fearless in business
Where Andrew sees the future of U.S. manufacturing going

Enjoying the show? Please leave us a review here. Even one sentence helps. It’s feedback from Manufacturing All-Stars like you that keeps us going!

Tweetable Quotes:

“I think the inclination today is that you need to go raise a bunch of money with private equity venture capital. I believe that’s wrong. Crowdfunding allowed us to raise a bunch of money from individuals. Normal people who believed in the future vision of our company and would eventually become our customers.”
“I think that’s the beauty of diversification. Each business is in the same industrial space. The products are different, but they complement each other. Sometimes I go into a meeting trying to sell ShelfAware, and I end up selling O-rings or end up talking about HeavyTech and leave with a new investor.”
“Timing is everything in business. You have to be at the right place at the right time. You can have a great idea, but if the market is not ready, it won’t work.”

Links & mentions:

HeavyTech, a manufacturing company designing and building hybrid and electric machinery for the construction and agriculture industries.
ShelfAware, a manufacturing intelligence company providing real-time production visibility and workflow insights to improve efficiency on the factory floor.
Everywhere Beer Co, an independent craft brewery based in Cleaveland, producing small-batch beers.

Make sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty.

Mentioned in this episode:

Industrial Marketing Summit 2026

The Industrial Marketing Summit is the go-to gathering for marketers working in the manufacturing, engineering and industrial sectors. Built by Gorilla 76 and TREW Marketing, IMS delivers strategic insight, hands-on learning and true community. Whether you’re a team of one, or leading a scaled marketing department, you’ll walk away ready to market smarter, lead stronger and impact your business. Make sure to use the code "happy hour" at checkout for $100 off registration.

Industrial Marketing Summit 2026