This Aspect Hustle Highlight Q&A options Joshua White, a 50-year-old father of six and grandfather of two primarily based in Boca Raton, Florida. In 2019, White began a facet hustle: Helpful Famm, the model behind a multifunctional STEM studying device for teenagers that enables them to assist with DIY tasks round the home. Responses have been edited for size and readability.
Picture Credit score: Rose Tzur. Joshua White.
What was your day job or main occupation if you began your facet hustle?
I’m the principal and artistic director of OffWhite Co., a multidisciplinary design agency. My journey started in conventional design, the place I honed my abilities in branding and design. This basis finally led me into the world of 3D animation and storytelling, collaborating with {industry} legends like Christopher Reeve and different Hollywood A-listers to create compelling narratives.
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When the movies I labored on wanted merchandise or promotional gadgets, I expanded my experience into manufacturing pipelines — growing every part from Cathay Pacific Flight Attendant Barbie dolls to rebranding the enduring espresso maker AeroPress. My strategy has all the time been rooted in delivering 360-degree options which are brand-centric, creative and seamlessly combine advertising and marketing and go-to-market methods.
When did you begin your facet hustle, and the place did you discover the inspiration for it?
I began Helpful Famm in 2019 after a visit to House Depot with my younger daughter. We had been in search of instruments she may use, however rapidly realized there was nothing on the cabinets designed particularly for teenagers— nothing actual, practical, secure and undoubtedly nothing that wasn’t only a toy. That second sparked the thought for a greater answer.
Picture Credit score: Courtesy of Helpful Famm
What had been among the first steps you took to get your facet hustle off the bottom?
Having run a artistic company for over 25 years, I have been lucky to work with iconic manufacturers like Chobani, Maple Hill, Jordan and AeroPress, serving to them remodel formidable concepts into industry-leading manufacturers.
That have taught me a vital lesson: The very best concepts clear up actual, relatable issues. As a dad of six, I do know firsthand the challenges dad and mom face — retaining youngsters off screens whereas fostering household connection. I got down to create one thing that wasn’t simply hands-on and interesting but in addition instructional, enjoyable and secure — a DIY answer that brings households collectively.
I additionally knew the product wanted to be versatile sufficient to evolve right into a broader vary of DIY instruments and, as a branding skilled, I needed a robust, iconic aspect to tie every part collectively. That is how Helpful Famm’s first product was born: a playful chicken character with a personality-packed design. It contains a tape measure tongue, the Eye-conic™ stage constructed into its eye (each practical and visually enjoyable) and a built-in angle finder protractor.
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To get there, I spent hours with my workforce deconstructing tape measures, sketching concepts with my youngsters, 3D printing prototypes and refining the design till it felt proper. We gave the chicken distinctive coloration choices, enjoyable names and distinct personalities, which added depth to the model. This grew to become the inspiration for Helpful Famm’s strategy — mixing sensible instruments with creativity to make on a regular basis DIY tasks approachable and gratifying for teenagers and households alike.
Though we started with a mushy launch on Kickstarter, efficiently elevating our $10,000 purpose, the true work occurred throughout the COVID-19 lockdown. I used that point to refine the product, collaborating carefully with the manufacturing facility to good our multifunctional tape measures. It wasn’t till October 2022 that I went full throttle, launching Helpful Famm on Amazon and taking our mission to empower the subsequent technology of doers to a wider viewers.
Picture Credit score: David Khabinsky
What had been among the greatest challenges you confronted whereas constructing your facet hustle, and the way did you navigate them?
Inventing and constructing a product from scratch is all the time difficult, however I’ve spent my profession turning concepts into actuality, in order that was really the “simple half.” The true problem was gross sales: breaking into Amazon, securing retailer placements, driving site visitors from social to our web site and navigating brick-and-mortar retail. Every step got here with a studying curve — discovering the fitting workforce members, constructing partnerships and understanding shopper shopping for behaviors. These are challenges I am nonetheless navigating, however staying versatile, embracing failures as alternatives to be taught and pivoting rapidly have been key to our development.
One other large hurdle was logistics. Discovering a 3PL accomplice who understands our development wants and may ship with out fixed points is vital for easy scaling. Sadly, we went via a number of distributors early on, making errors and studying as we went. We’re really within the technique of transitioning once more, and I am optimistic this subsequent step will set us up for long-term success.
How lengthy did it take you to see constant month-to-month income? How a lot did the facet hustle earn?
We had been lucky to see income as quickly as we launched on Amazon — it has been an incredible platform for us. Nevertheless, it took a few yr to attain constant outcomes. In our first yr, we generated $185,000 in gross sales, primarily via Amazon and our web site.
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What does development and income appear like now?
On the finish of 2023, I acknowledged the necessity to elevate pre-seed capital to attain explosive development and absolutely notice my imaginative and prescient for the model. This included growing extra character-themed instruments and embracing social channels extra successfully.
In 2024, we went full throttle — inventing, patenting and designing two years’ value of merchandise in underneath six months. The remainder of the yr was spent touring to China to arrange factories, constructing our workforce throughout gross sales, social and operations, and making certain every part was prepared for scale.
Even with simply our chicken and canine tape measures, we closed in on $500,000 in gross sales for 2024 — a testomony to the energy of our mission and product. With a stable basis and a rising workforce, we’re on observe to shatter these numbers in 2025 and proceed empowering households via creativity and hands-on studying.
Picture Credit score: David Khabinsky
What do you take pleasure in most about this facet hustle?
As somebody who loves constructing companies, it is extremely rewarding to see how my easy stroll via House Depot with my daughter developed right into a thriving enterprise with an engaged group of shoppers and model advocates. What excites me most is seeing dad and mom, youngsters and even retail consumers resonate with our mission of powering the next-gen of doers. Figuring out that we’re forward of the curve in championing the resurgence of expert trades — carpenters, plumbers and creators unafraid to make use of their palms — is deeply satisfying.
On a private stage, I really like dreaming up new instruments and merchandise to develop the Helpful Famm expertise. Bringing our 3D-animated characters to life, constructing their personalities and utilizing them to breathe vitality into the model is endlessly thrilling. Cracking the code on social media, rising our YouTube presence and optimizing the retail channel are the sorts of challenges that hold me energized and impressed on daily basis.
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However the coolest half? Figuring out my six youngsters and two grandkids not solely use these instruments however are additionally pleased with what their dad and granddad created. Watching them measure, construct and create — with one thing I dreamed up — is surreal. Listening to them say, “My dad made this” or “My granddad made this” is what it is all about. That is the form of legacy that makes each late evening and early morning completely value it.
Picture Credit score: Courtesy of Helpful Famm
What’s your recommendation for others hoping to start out profitable facet hustles of their very own?
Begin with an actual drawback you care about fixing — one thing that genuinely excites you. Do not get caught chasing perfection; simply begin, check and tweak as you go. And bear in mind, a facet hustle is not nearly further earnings: It is about constructing one thing significant that energizes you, challenges you and provides pleasure to your life. Encompass your self with positivity, individuals you need to share your journey with, and make it one thing you are pleased with.
