This Facet 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 aspect hustle: Helpful Famm, the model behind a multifunctional STEM studying software for teenagers that permits 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 once you began your aspect hustle?
I’m the principal and inventive 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 ultimately 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.
When the movies I labored on wanted merchandise or promotional objects, I expanded my experience into manufacturing pipelines — growing the whole lot from Cathay Pacific Flight Attendant Barbie dolls to rebranding the enduring espresso maker AeroPress. My method has at all times been rooted in delivering 360-degree options which might be brand-centric, creative and seamlessly combine advertising and marketing and go-to-market methods.
When did you begin your aspect hustle, and the place did you discover the inspiration for it?
I began Helpful Famm in 2019 after a visit to Dwelling Depot with my younger daughter. We have been searching for instruments she may use, however shortly realized there was nothing on the cabinets designed particularly for teenagers— nothing actual, purposeful, protected and positively nothing that wasn’t only a toy. That second sparked the thought for a greater answer.
Picture Credit score: Courtesy of Helpful Famm
What have been a number of the first steps you took to get your aspect hustle off the bottom?
Having run a inventive company for over 25 years, I have been lucky to work with iconic manufacturers like Chobani, Maple Hill, Jordan and AeroPress, serving to them rework formidable concepts into industry-leading manufacturers.
That have taught me a vital lesson: One of the best concepts remedy actual, relatable issues. As a dad of six, I do know firsthand the challenges dad and mom face — conserving 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 academic, enjoyable and protected — 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 knowledgeable, I wished a powerful, iconic factor to tie the whole lot collectively. That is how Helpful Famm’s first product was born: a playful fowl character with a personality-packed design. It includes a tape measure tongue, the Eye-conic™ stage constructed into its eye (each purposeful and visually enjoyable) and a built-in angle finder protractor.
To get there, I spent hours with my group deconstructing tape measures, sketching concepts with my youngsters, 3D printing prototypes and refining the design till it felt proper. We gave the fowl distinctive coloration choices, enjoyable names and distinct personalities, which added depth to the model. This turned the inspiration for Helpful Famm’s method — mixing sensible instruments with creativity to make on a regular basis DIY tasks approachable and fulfilling for teenagers and households alike.
Though we started with a gentle launch on Kickstarter, efficiently elevating our $10,000 purpose, the actual work occurred through the COVID-19 lockdown. I used that point to refine the product, collaborating carefully with the manufacturing facility to excellent 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 era of doers to a wider viewers.
Picture Credit score: David Khabinsky
What have been a number of the greatest challenges you confronted whereas constructing your aspect hustle, and the way did you navigate them?
Inventing and constructing a product from scratch is at all times difficult, however I’ve spent my profession turning concepts into actuality, in order that was truly the “straightforward half.” The actual problem was gross sales: breaking into Amazon, securing retailer placements, driving visitors from social to our web site and navigating brick-and-mortar retail. Every step got here with a studying curve — discovering the best group members, constructing partnerships and understanding shopper shopping for behaviors. These are challenges I am nonetheless navigating, however staying versatile, embracing failures as alternatives to study and pivoting shortly have been key to our progress.
One other massive hurdle was logistics. Discovering a 3PL associate who understands our progress wants and might ship with out fixed points is essential for clean scaling. Sadly, we went via a number of distributors early on, making errors and studying as we went. We’re truly 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 aspect hustle earn?
We have been lucky to see income as quickly as we launched on Amazon — it has been an awesome platform for us. Nonetheless, it took a few 12 months to attain constant outcomes. In our first 12 months, we generated $185,000 in gross sales, primarily via Amazon and our web site.
What does progress and income appear like now?
On the finish of 2023, I acknowledged the necessity to elevate pre-seed capital to attain explosive progress and totally 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’ price of merchandise in underneath six months. The remainder of the 12 months was spent touring to China to arrange factories, constructing our group throughout gross sales, social and operations, and guaranteeing the whole lot was prepared for scale.
Even with simply our fowl and canine tape measures, we closed in on $500,000 in gross sales for 2024 — a testomony to the power of our mission and product. With a strong basis and a rising group, we’re on monitor to shatter these numbers in 2025 and proceed empowering households via creativity and hands-on studying.
Picture Credit score: David Khabinsky
What do you get pleasure from most about this aspect hustle?
As somebody who loves constructing companies, it is extremely rewarding to see how my easy stroll via Dwelling Depot with my daughter developed right into a thriving enterprise with an engaged group of consumers and model advocates. What excites me most is seeing dad and mom, youngsters and even retail patrons 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 fingers — is deeply satisfying.
On a private stage, I like dreaming up new instruments and merchandise to broaden the Helpful Famm expertise. Bringing our 3D-animated characters to life, constructing their personalities and utilizing them to breathe power 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 preserve me energized and impressed daily.
However the coolest half? Figuring out my six youngsters and two grandkids not solely use these instruments however are additionally happy 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 sort of legacy that makes each late evening and early morning completely price it.
Picture Credit score: Courtesy of Helpful Famm
What’s your recommendation for others hoping to start out profitable aspect 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, take a look at and tweak as you go. And keep in mind, a aspect hustle is not nearly additional 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 happy with.