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What It's About
A neck hammock that takes the pain out of a "pain in the neck."
Business Model
Skills Required
Complexity
Profit Potential
Words of Wisdom
Steve says that the power of people and connections is one of the most undervalued assets that you can have. He even goes further by saying that the more people you put yourself in contact with and develop positive relationships with, the better because later on down the road it can pay huge dividends for you.
Fun Fact
Much like the story we featured of a guy who creates a tool to keep hair out of the drain (Ep. 657), Steve’s biggest challenge has been imitators and counterfeiters. He describes it as a systemic problem with leeches looking to profit off of someone else’s idea. As part of his education process, he’s learned about intellectual property and patents—but that only goes so far. Mostly, he tries to stay positive and keep selling his original product.
Notes from Chris
Episode 661
Steve Sudell works as a physical therapist at a clinic in Venice, California. He provides personalized and sport-focused exercises to athletes before their competition to help reduce and possibly prevent injuries associated with intense, physical activity. His side hustle is The Neck Hammock, a portable device that attaches to any door or railing and promises to provide medical grade cervical traction. It came about first from his own needs. As someone who grew up playing sports, Steve had dealt with neck pain over the years and there wasn’t much he could do on his own besides going to see a chiropractor or a physical therapist. Once he became a PT, he learned about cervical traction—this was a treatment that worked for him every time. He also saw it work over and over with his patients. Still, to get this treatment you had to go to the clinic and use a $2,000 machine. One day, he was working out and tweaked his neck again. He decided he wanted to recreate the concept of cervical traction at home—so he took a long resistance band and wrapped it around a pole. He laid down on it for ten minutes, and his neck pain was gone. Steve knew he was on to something, but making it wasn’t simple. Steve spent the next two and a half years going from concept to product. It had to fit snugly and securely around the back of your head, yet also be comfortable. It also had to be portable. Last but not least, it had to be affordable. He wanted something that you could put in your sock drawer at home or take with you on the road. So he made it, learning along the way. In fact, he says that’s been the greatest and most unexpected benefit of the process. He’s learned about digital marketing, design, accounting, social media, how retail sales work, and so on. But the education isn’t the only benefit. Since launching The Neck Hammock, Steve has sold over 57,000 units at an average price of $50. It started with a pain in the neck, it became a pain relief profit center.MENTIONED IN THIS EPISODE:
- The Neck Hammock: What are you hangin' around here for? Head on over to Steve's website to learn more about this inventive little device!
- Mini Foam Roller Works Out the Kinks: A San Diego project manager creates a tiny foam roller relieve pain and prevent injury no matter where you are
- Inventor Unclogs Profits With Innovative Drain Solution: A modern-day Edison creates a million-dollar product after constantly cleaning up loose hair in his household drains
- Clothing Store Salesman Invents Baby Harness, Earns $100k Per Year: An innovative salesman creates a baby harness that benefits both parent and child, all the while creating a six-figure side income for himself
