Key Moments
Asking 3 young millionaires how they make $1.8M, $5M, & $12M/year
My First MillionWant to know something specific about what's covered?
We've already dissected every moment. Ask and we will deliver (with timestamps).
Key Moments
A backup generator company hit $12M ARR by leveraging AI to speed up quotes, while a jaw massager startup reached $430K/month via viral TikToks, and a trash-smashing franchise sold for $1.8M by focusing on sales.
Key Insights
OnPoint Generators achieved $12 million in ARR by focusing on high-end B2B clients and using AI to accelerate quoting processes, a significant speed advantage over competitors like Caterpillar.
Smash My Trash, a franchise business, was sold by its owner for $1.8 million after five years, having started with a $185,000 buy-in and utilizing an SBA loan.
The jaw massager company, 'Your TMJ Pen,' generates $430,000 per month in revenue and was bootstrapped by a 24-year-old mechanical engineer who leveraged 3D printing and viral social media marketing.
OnPoint Generators is actively working to overcome the technician shortage by building internal training capabilities and using AI to create comprehensive field reports for team development.
The founder of Smash My Trash intentionally focused on a sales-first approach, prioritizing businesses with a clear ROI that could be easily demonstrated, rather than getting caught up in product or industry.
The TMJ Pen founder leveraged his mechanical engineering background and readily available online resources (Reddit, YouTube) to prototype and assemble the first units of his product for less than $3,000.
AI-powered speed in the backup generator market
Nick Haschka, founder of OnPoint Generators, discussed his company's impressive $12 million in ARR, with projections to reach $14 million this year and $25 million contracted for the future. The business primarily serves B2B clients, including high-end estates and critical facilities like telecom towers, nursing homes, and data centers. Haschka highlighted that his company competes against industrial giants like Caterpillar and Cummins by leveraging speed and AI. He explained that AI has been central to their strategy, speeding up processes like quoting, which can take weeks for larger competitors. By ingesting all company documents into a retrieval-augmented system, they can produce accurate answers and quotes on the fly, giving them a significant edge in a slow-moving industry.
From tech to trash: A $1.8M franchise exit
Kevin Moyer shared his journey selling his Smash My Trash franchise for $1.8 million, just weeks before the podcast. He explained the business model: industrial clients pay for dumpster pickups, and Smash My Trash reduces the number of required pickups by compacting the trash in situ using specialized trucks. This allows businesses to save money, with savings typically split between the client and the franchise. Moyer, who previously worked in tech, was drawn to blue-collar businesses for their direct correlation between effort and cash flow. He bought three territories initially and later acquired two more, investing heavily back into the business for trucks and expansion. His approach involved intense direct sales, often trespassing onto business properties with a red hard hat and clipboard to speak directly with on-site personnel to gather information before approaching decision-makers. He emphasized that his first dollar came quickly, and the business quickly covered its debt service and driver costs.
The $430K/month heated jaw massager
Noam Eisenberg, a 24-year-old mechanical engineer, discussed his company selling heated jaw massagers, known as 'Your TMJ Pen,' which are generating $430,000 per month. He explained that the product addresses TMJ disorders, a condition affecting millions, by using adjustable heat and vibration to scrape and massage jaw muscles. Eisenberg highlighted the lack of existing products for TMJ sufferers, leading him to develop his own. He started by 3D printing prototypes at home for under $3,000, leveraging online resources and his engineering background. He assembled the first units himself until the business scaled to $80,000 per month, at which point he partnered with a 3PL (third-party logistics) provider who also houses his 3D printers. He is now flying to China to oversee the production of a manufactured Gen 2 version of the device, having already secured a golden sample.
Tackling the technician shortage
Haschka of OnPoint Generators identified the shortage of qualified field technicians as his primary bottleneck. He described the difficulty in finding and retaining individuals with the necessary mechanical, electrical, and instrumentation skills. Elite technicians can earn well into six figures, but the accumulation of experience is slow, with technicians performing only one or two service calls per day, compared to three or four in HVAC. To combat this, OnPoint is pausing M&A to focus on operational workflows and AI support, including building internal training capabilities. They are using AI to transform every job into a training experience, preparing technicians with detailed pre-job briefings derived from extensive data.
The 'red hard hat' sales strategy
Kevin Moyer's approach to building Smash My Trash involved a grassroots, direct-sales methodology. He recognized that going directly to the back of warehouses and finding the person physically handling the trash was more effective than approaching the main office. Wearing a red hard hat and carrying a clipboard, he presented himself as part of the operational team, making it easier to gather information about dumpster usage and decision-makers. This direct engagement allowed him to secure clients quickly. He also collaborated with other franchise owners to refine his playbook and learned the importance of sometimes overpaying for repairs to keep operations running smoothly, given the critical nature of the service for his clients.
Leveraging viral marketing for a niche product
Noam Eisenberg's TMJ Pen gained significant traction through viral marketing on platforms like Instagram and TikTok. A key tactic involved creating 'rage bait' videos, such as one where he feigned confusion when a passenger on a plane accused him of vaping, which garnered 100 million views. This strategy, playing on the device's resemblance to a vape, effectively brought attention to his product and its unique purpose. Eisenberg emphasized that he is the face of the brand and the primary driver of its marketing success, highlighting the power of content-based selling in today's market, especially for niche products.
Franchising: A training wheel or a trap?
Kevin Moyer reflected on his experience with franchising, suggesting three scenarios where it makes sense: if the franchisor has genuine 'secret sauce' (like Chick-fil-A's recipe), if one intends to perform a 'roll-up' of multiple units, or if, like him, it's the only way to overcome personal inertia and start a business. He doesn't plan to pursue another franchise but acknowledged its crucial role in getting him started and providing him with the necessary financial runway, confidence, and experience to become self-employed. He also advised aspiring entrepreneurs to engage with brokers a year or two before an exit to understand what makes a business sellable and to build towards that valuation.
Future product expansion and brand building
Noam Eisenberg is considering the future of his TMJ Pen brand, contemplating whether to expand within the TMJ niche (e.g., supplements, oils) or diversify into broader pain relief solutions, similar to brands like Hyperice. He also noted the potential for a more generic company name to allow for future product lines, though 'Your TMJ Pen' has become synonymous with the product. The conversation touched on optimizing for an exit versus maximizing cash flow, and the importance of understanding market comparables and engaging with brokers early in the business lifecycle. Eisenberg’s primary focus now is on resolving supply chain issues and preparing for the manufactured Gen 2 product, with potential long-term plans to be determined.
Mentioned in This Episode
●Products
●Software & Apps
●Companies
●Organizations
●Drugs & Medications
●People Referenced
Common Questions
The segment features pitches from founders of diverse businesses, including a backup generator company generating $12M ARR, a Smash My Trash franchise that sold for $1.8M, and a heated jaw massager business with $430k monthly revenue.
Topics
Mentioned in this video
The podcast where this 'Shoot Your Shot' segment is featured, highlighting business pitches.
A publication where a company placed an ad to recruit people by appealing to pride in their work.
A publication where a company placed an ad to recruit people by appealing to pride in their work.
A podcast mentioned for its 'seven powers' framework for analyzing businesses, which Kevin uses to evaluate franchises.
A platform where 'My First Million' can be found and listened to.
A platform where 'My First Million' can be found and watched.
A major industrial competitor in the backup generator market.
The name of Nick's current backup generator company, which raised $6.5 million in funding.
A real estate services company that Nick's company can work with for service contracts.
A real estate services company that Nick's company can work with for service contracts.
A company founded by Tommy Melo, referenced as an example of scaling a service business with technicians.
A franchise business focused on compacting trash in dumpsters for industrial clients, which Kevin successfully sold.
Sponsored the podcast by providing a free database of business ideas discussed on the show.
Used as an example of a franchise with a 'cornered resource' secret sauce (their recipe), making it a valuable franchise.
A platform where Noom sought advice for designing his PCB and where people with illnesses or injuries share experiences and seek products.
A financial services company where Noom holds some of his business earnings.
A company named by David, a naming expert mentioned by the hosts.
Mentioned as the founder of A1 Garage Door, used as an example of a successful business owner who scaled technician forces.
Referenced as an example of a fighter who minimizes damage, illustrating the concept of reducing risk in business.
Mentioned in the context of 'a thousand songs in your pocket' to draw a parallel with Noom's jaw massager being 'one hot jaw bone in your pocket'.
A brand of percussive massage devices, mentioned as an example of a successful hardware product that faced competition but maintained brand loyalty.
A company named by David, a naming expert mentioned by the hosts.
A product named by David, a naming expert mentioned by the hosts.
More from My First Million
View all 62 summaries
59 min3 strangers showed us how they made $8M, $10M, & $40M/year
59 min4 wild AI predictions from a $39B tech founder
46 min3 killer businesses hiding in plain sight
56 minWe accidentally dropped 9 genius business ideas while drunk
Ask anything from this episode.
Save it, chat with it, and connect it to Claude or ChatGPT. Get cited answers from the actual content — and build your own knowledge base of every podcast and video you care about.
Get Started Free