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

Presented by Chase for Business and Ruby Studio from iHeartMedia

Host: Ben Walter
Guest: Don Haney, CEO of Nerdwax
Release Date: April 25, 2025

Introduction

In the latest episode of "The Unshakeables," hosted by Ben Walter, listeners are introduced to Don Haney, the innovative mind behind Nerdwax—a product born out of necessity and creative problem-solving. Joined by Kathleen Griffith, the episode delves deep into the entrepreneurial journey of Don, highlighting the challenges and triumphs of building a small business from the ground up.

Don Haney's Journey: From Audio Engineering to Entrepreneurship

Don Haney began his career as a touring audio engineer, working with prominent artists such as Miley Cyrus, the Jonas Brothers, and Keith Urban. His constant companion on the road wasn't just mixing consoles but also his glasses, which frequently slid down his nose due to relentless sweat during outdoor performances.

Don Haney (00:26): "I used to be a touring audio engineer... Week after week, my glasses were always all over the place."

Frustrated with ineffective solutions like hooks and straps that altered the look of his glasses, Don sought a discreet remedy. Drawing inspiration from surf wax, he envisioned a hydrophobic solution that could prevent his glasses from slipping without compromising their aesthetic.

The Birth of Nerdwax: Innovation Through Adversity

Three years of rigorous product testing led Don to formulate Nerdwax—a blend of beeswax, coconut oil, and gum rosin. This all-natural concoction was designed to adhere to nose pads, offering a non-intrusive solution to his problem.

Don Haney (05:17): "I arrived at the formula that is still the formula for Nerdwax today."

With $60,000 raised from a successful Kickstarter campaign, Don faced his next hurdle: production. Initial attempts using lip balm tubes resulted in widespread tube breakage, jeopardizing his first shipment of 5,000 units.

Don Haney (00:39): "Every single tube is just breaking. The Nerdwax doesn't protract out of the tube."

Despite these setbacks, Don's resilience mirrored his approach in audio engineering—persistent and solution-oriented.

Navigating Manufacturing Challenges and Scaling Up

The failed production run was a significant setback, but it underscored the complexities of scaling a product. Don realized that partnering with the right manufacturer was crucial. His persistence paid off when a connection from his Shark Tank appearance offered a custom-made filling machine, revolutionizing his production process.

Don Haney (15:13): "He already understands all of the hard parts about what we're doing."

This breakthrough reduced production time from three days with six people to just four hours with a two-person team, making Nerdwax scalable.

Shark Tank: A Turning Point for Nerdwax

Don's appearance on Shark Tank was a pivotal moment. The exposure led to a surge in orders, overwhelming his capacity and highlighting the unpredictable nature of sudden success.

Don Haney (13:15): "I remember the weekend our episode aired. I think we shipped 4,000 units in a single day."

While Shark Tank provided invaluable publicity, it also exposed the vulnerabilities of relying heavily on one sales channel.

Diversification: Introducing Jinkies Microfiber Cloths

Facing the tumultuous times of a tornado and the onset of the COVID-19 pandemic, Don pivoted to diversify his product line. This led to the creation of Jinkies—a line of creatively designed microfiber cloths aimed at glasses cleaning.

Don Haney (21:15): "With video and Instagram reels, you could actually see that this is what looks like a slice of pizza becomes a cleaning cloth."

Rebranding and adapting to the evolving social media landscape transformed Jinkies into a successful venture, showcasing Don's ability to innovate and respond to market demands.

The Impact of External Factors: Tornadoes and Technological Shifts

The episode doesn't shy away from discussing the external challenges that can derail even the most resilient businesses. The tornado that struck Nashville in 2020 and the subsequent COVID-19 pandemic tested Nerdwax's stability. Additionally, technological changes like Apple's iOS 14 update significantly impacted their digital marketing efforts.

Don Haney (18:34): "The iOS update comes out. We go from a 3 to 5 ROAS to a 0.8 ROAS."

These events underscored the importance of adaptability and the risks of over-reliance on digital advertising channels.

Lessons Learned: Building a Sustainable Business

Through trials and tribulations, Don realized that building a business required more than just a great product. It demanded robust brand building, customer loyalty, and diversified marketing strategies.

Don Haney (19:26): "We hadn't truly built a business. We had just had some fun products that we were selling."

Ben Walter and Kathleen Griffith expand on these insights, emphasizing the delicate balance between paid advertising and organic brand growth.

Kathleen Griffith (24:28): "Finding the right manufacturer is tough and it's a long process. It can take years."

Advice for Aspiring Entrepreneurs

Wrapping up the conversation, Don imparts valuable advice to current and aspiring business owners:

Don Haney (30:40): "Work harder. Work smarter. And I see those two things as like pedals on your bicycle."

This philosophy encapsulates the essence of his entrepreneurial journey—dedication coupled with intelligent strategy.

Conclusion

Don Haney's story is a testament to the resilience and ingenuity required to build a successful small business. From overcoming manufacturing setbacks to navigating unforeseen global challenges, his journey with Nerdwax and Jinkies illustrates the multifaceted nature of entrepreneurship. "The Unshakeables" episode not only chronicles his struggles and successes but also offers actionable insights for those looking to embark on their own business ventures.

Notable Quotes:

• Don Haney (02:26): "I used to be a touring audio engineer... Week after week, my glasses were always all over the place."

• Don Haney (05:17): "I arrived at the formula that is still the formula for Nerdwax today."

• Don Haney (15:13): "He already understands all of the hard parts about what we're doing."

• Don Haney (18:34): "The iOS update comes out. We go from a 3 to 5 ROAS to a 0.8 ROAS."

• Don Haney (30:40): "Work harder. Work smarter. And I see those two things as like pedals on your bicycle."

This episode of "The Unshakeables" offers a compelling narrative of entrepreneurial spirit, underscored by practical lessons and heartfelt insights. Don Haney's journey serves as both inspiration and a blueprint for navigating the unpredictable landscape of small business ownership.