Episode Summary: "You Might Also Like: The Unshakeables"

Podcast Title: Sherlock Holmes Presented by the Great Detectives of Old Time Radio
Host/Author: Adam Graham
Episode Title: You Might Also Like: The Unshakeables
Release Date: April 15, 2025

Introduction to Don Haney and Nerdwax

In this compelling episode of The Unshakeables, hosted by Ben Walter and featuring contributor Kathleen Griffith, listeners are introduced to Don Haney, the innovative founder of Nerdwax. Don's journey from a touring audio engineer to a successful entrepreneur is both inspiring and instructive.

Don Haney [00:08]: "Don Haney was just an average guy with an average problem. His glasses kept sliding down his nose, and he was determined to find a solution."

The Genesis of Nerdwax

Don’s frustration with slipping glasses during his extensive tours led him to create Nerdwax, an anti-slip solution inspired by surf wax. His initial attempts using traditional surf wax formulations resulted in scratched glasses and skin irritations, pushing him to develop a cosmetic-grade alternative.

Don Haney [02:26]: "I just realized like, hey, if I could make something that would be hydrophobic, so it would block the sweat on your glasses and would stick to your nose pads."

Overcoming Early Challenges

Despite three years of product testing, Don faced significant hurdles when his first production run of 5,000 units failed due to defective packaging, causing widespread product breakage.

Don Haney [00:39]: "And I open up the box and every tube is breaking... the Nerdwax doesn't protract out of the tube."

Kickstarter Success and Scaling Up

Determined to overcome these obstacles, Don launched a Kickstarter campaign in 2014, initially aiming to raise $5,000 for product labeling. The campaign swiftly exceeded expectations, raising over $60,000 in just 30 days, enabling the first production run of labeled Nerdwax.

Don Haney [07:35]: "By noon on the first day of the campaign, we'd reached our $5,000 goal. And then by the end of the 30 day campaign, we had raised over $60,000."

Shark Tank Appearance and Rapid Growth

Nerdwax’s appearance on Shark Tank acted as a pivotal moment for the business, leading to a surge in orders. However, this success was a double-edged sword, as Don struggled to meet the overwhelming demand with inadequate inventory.

Don Haney [13:05]: "I remember the weekend our episode aired. I think we shipped 4,000 units in a single day."

Manufacturing Struggles and Solutions

Post-Shark Tank, Don faced another manufacturing debacle when a batch of 5,000 units arrived broken again. This setback emphasized the need for a scalable manufacturing process. Through perseverance and multiple failed attempts, Don eventually connected with a manufacturer experienced in producing beeswax products, which revolutionized Nerdwax’s production efficiency.

Don Haney [15:13]: "I made all these filling machines for Burt's Bees. I saw you on Shark Tank. Would you like me to build you a machine?"

Natural Disasters and the COVID-19 Pandemic

Don's resilience was further tested when a tornado devastated his neighborhood in Nashville in March 2020, followed by the onset of the COVID-19 pandemic. These events forced him to make tough decisions, including halting operations temporarily.

Don Haney [16:07]: "I hear the tornado ripping through our neighborhood... two weeks later, Covid happens."

Product Diversification: Fogblock and Jinkies

Amidst these challenges, a customer using Nerdwax to seal his mask during the pandemic inspired Don to create Fogblock, an anti-fog solution for glasses. Concurrently, Don revisited his earlier microfiber cloths—initially unsuccessful due to poor social media marketing—and relaunched them as "Jinkies" in 2022, leveraging the power of video content to demonstrate their functionality effectively.

Don Haney [20:22]: "With video and Instagram reels, you could actually see that... I have to spend X and I have to spend X again."

Navigating Marketing Shifts and iOS 14 Impact

The release of iOS 14 posed significant challenges for Nerdwax’s digital marketing strategies by limiting ad tracking capabilities. This forced Don to pivot from heavy reliance on paid advertising to building a robust organic presence and nurturing customer relationships.

Don Haney [18:10]: "We're spending money on all of the digital platforms... It's like, how many of these things can we sell?"

Building a Sustainable Business Model

Through strategic pivots and embracing customer feedback, Don established a sustainable business model. The introduction of Jinkies allowed for continuous testing of product-market fit, ensuring that only successful designs were scaled. This approach not only diversified Nerdwax’s offerings but also stabilized the business in the face of external disruptions.

Don Haney [25:45]: "He'll crowdsource a new design from customers, he'll make a few, see how they sell, and then he'll ramp up production of them."

Insights and Lessons Learned

Throughout the episode, Don shares invaluable insights on the importance of balancing hard work with smart strategies, the necessity of building brand equity alongside performance marketing, and the resilience required to navigate unexpected challenges.

Don Haney [30:38]: "Work harder. Work smarter. And I see those two things as like pedals on your bicycle."

Kenneth’s Final Thoughts and Business Philosophy

Kathleen Griffith and Ben Walter reflect on Don’s journey, highlighting his ability to adapt, maintain a positive company culture, and emphasize the significance of brand building. Don’s story underscores the essence of enduring entrepreneurship—balancing innovation with practical business strategies.

Kathleen Griffith [34:16]: "I just find it so encouraging to see someone like Don who had this crushing realization... keep a sense of humor about it all."

Conclusion and Future Outlook

As Nerdwax continues to expand, with plans to enhance manufacturing capabilities and introduce new products under the "Secretly Nerdy" collection, Don remains committed to creating products that resonate with the nerd culture community while maintaining a healthy work-life balance.

Don Haney [29:24]: "We're currently building out our manufacturing. I see that being this year. And I have no shortage of ideas for things that we can add to our product lineup."

Key Takeaways

1. Resilience in Entrepreneurship: Don Haney’s journey exemplifies the importance of perseverance in overcoming product development and manufacturing challenges.

2. Adaptability: Pivoting product lines in response to market demands and external events (like the pandemic) is crucial for business survival.

3. Balanced Marketing Strategy: While performance marketing is essential for growth, investing in brand building and customer relationships ensures long-term stability.

4. Crowdfunding and Community Support: Platforms like Kickstarter can provide the necessary capital and validate market demand, but require careful planning and execution.

5. Importance of Scalable Processes: Establishing efficient manufacturing processes early on can prevent future scaling issues and support business growth.

6. Managing External Disruptions: Natural disasters and global pandemics can severely impact businesses, highlighting the need for contingency planning and adaptability.

Notable Quotes

• Don Haney [05:14]: "There's no other word for it, other than it feels like alchemy."
• Ben Walter [10:48]: "It gives you essentially not free but discounted marketing and it gives you advanced cash flow for your manufacturing process."
• Kathleen Griffith [12:46]: "Finding the right manufacturer is tough and it's a long process."
• Don Haney [19:26]: "We hadn't truly built a business. We had just had some fun products that we were selling."
• Ben Walter [27:16]: "You don't want to purchase too much, so you're sitting on all this excess inventory and at the same time you want to be able to fulfill orders."

This episode of The Unshakeables offers a masterclass in entrepreneurial resilience, strategic pivoting, and the delicate balance between innovation and practical business management. Don Haney’s story is a testament to the enduring spirit of small business owners navigating the tumultuous waters of the modern marketplace.