How I Designed And Patented A $18K/Month Woodworking Accent –


Hi there! Who’re you and what enterprise did you begin?

Hi there, my identify is Brett Burdick and I’m the founder (that is the primary time I’ve used that time period) of Brex Worldwide, LLC which is type of the umbrella firm for The Hedgehog enterprise that I’ll be speaking about right here.

My flagship product is The Hedgehog which is a patented spiral feather board that’s utilized in woodworking for enhancing high quality and security. A feather board is especially used on a desk noticed the place it firmly holds a board being ripped (minimize lengthwise) towards the fence (the stationary “wall” the board is referenced towards). A feather board accomplishes two important features:

  1. Maintains fixed stress towards the board for a clean, even minimize,
  2. Helps scale back the possibility of kickback which is the place the board rides up onto the spinning blade and is violently thrown again towards the consumer.

Featherboards are additionally used on band saws and router tables.

The opposite merchandise I promote are small stacking equipment which are used to stack two feather boards on prime of one another for additional stability when chopping thicker boards on a desk noticed or band noticed. Each merchandise are proven beneath.


What’s your backstory and the way did you provide you with the concept?

I’ll go means again to after I was a child rising up with dad and mom who have been impartial DIYers. My dad was a buttoned-down physicist however he was additionally an entrepreneur (I didn’t know that phrase then and that he was one) who ran small facet companies similar to storage items and condo buildings – all the time small however all the time there within the background. I don’t know that I realized any direct expertise from him however I did develop up pondering that was regular.

I studied electrical engineering in faculty and labored on avionics programs for a number of years after graduating. I picked EE as a result of I may do math and corporations have been hiring. For those who’re in highschool studying this, I’d encourage you to make your alternative with extra emphasis on the place your passions lie. If I had recognized about industrial design again then, I might need chosen that.

About 30 years in the past, I had an concept for a reasonably radical-looking golf putter so I realized the right way to use 2D Autocad and had one milled from stainless-steel. I attempted to buy the concept to main putter producers whose NDAs would have pressured me to surrender all rights to the design earlier than they might even have a look at it (defending themselves from future litigation in case they already had the concept). That was a non-starter for me. I modeled one out of clay and introduced it to the USGA (the governing physique for the Guidelines of Golf for the USA) who deemed it violated one of many guidelines. With out a associate and realizing that it will be unlawful, I deserted that enterprise.

Nonetheless, it turned out that was auspicious as a result of my sister’s boss noticed that putter and figured that if I may design that, I may design merchandise for him. He quickly employed me to be the supervisor of product growth for his firm that manufactured electrical fence merchandise. There I realized the right way to design in 3D utilizing Professional-Engineer and was 3D printing very quickly (that was about 25 years in the past). I designed dozens of merchandise there over my 10-year tenure the place I obtained about ten patents.

After that enterprise was offered and my job moved out of state, I began my very own engineering consulting enterprise the place I designed new merchandise for native companies. A lot of my work was investigating new product concepts. About that very same time, I launched Completely happy Canine DNA to promote canine DNA breed assessments for an area lab that establish the breeds in combined breed mutts. That product then reworked right into a proof of parentage check for breeders to certify the parentage of the offspring of purebred canine. That enterprise continues to be energetic.

I’ve a modest woodshop in my basement the place I’ve labored to renovate my 100-year previous home in addition to construct a couple of items of furnishings. One of many equipment that I typically used on my desk noticed was a feather board. Conventional feather boards have two knobs and are formed like a parallelogram (go forward and google it to see what they appear to be). Approach again earlier than they have been injection molded from plastic, woodworkers would make their very own by chopping the tip of a board at an angle after which chopping “feathers” into the tip. This might then be clamped to the highest of the desk noticed. When producers began making them from plastic, they modeled them after the DIY model and added two knobs so that they may very well be connected to the tabletop. They have been efficient however adjusting them after chopping meant stopping the noticed and spending time repositioning the feather board for the following minimize.

Initially, I imagined the vast majority of my gross sales would occur from my web site and that I’d be busy delivery them myself. Inside per week of going reside, I additionally created an Amazon vendor account which is the place 87% of my gross sales are at the moment occurring.

I acknowledged that this was a cumbersome course of so I envisioned a spiral form with a single knob and a single pivot level. After a lot prototyping, I had sufficient individuals inform me sincerely that this was one thing very totally different from the rest available on the market that I used to be compelled to maneuver ahead with it.

The working identify for my feather board was going to be The Nautilus however after a good friend joked that it seemed like a hedgehog, I had my graphic artist work up the paintings with every identify and I confirmed it to mates and requested them to vote. The Hedgehog gained by a landslide in order that clinched it. That was fortuitous since hedgehogs are lovable and classy and it’s only a extra welcoming identify.

Take us by way of the method of designing, prototyping, and manufacturing your first product.

The unique design was supposed to easily press the board tight towards the fence for a clean minimize. I 3D printed a few prototypes from Shapeways and confirmed them to woodworking mates who gave invaluable suggestions with instructed enhancements, together with one thing to scale back kickback. This resulted in a a lot totally different design than I began with (you’ll be able to see a few of the development on my About web page). I repeated the method and put recent prototypes again on the market for extra suggestions.

I wished to supply a few dozen prototypes and ship them out to woodworkers to allow them to use them in regular store situations for a number of weeks to validate the ultimate design. However as a result of 3D printing that many would have been costly, I realized the right way to make a silicone mould that I may use to solid a number of samples utilizing a 2-part urethane materials. Plus, it was one thing I used to be interested by anyway. It turned out all of these fingers on the half trapped air contained in the mould and I by no means did get a usable half out of that mould!


I talked to a number of injection molders in my surrounding space however had a really troublesome time getting them to take me critically. I even contacted the Tennessee Division of Financial & Neighborhood Improvement which didn’t produce any results in prepared producers. Plus, domestically produced injection molds have been a lot past my funds. Happily, I had a superb relationship with a provider in Hong Kong that I labored with at my earlier job. They have been supportive and keen to debate producing the Hedgehog. They offered tooling quotes for the injection mould, the clamshell fixture, the knob mould, and the solid aluminum miter clamp mould. After all, the quotes for the completed product various primarily based on the dimensions of the manufacturing run – the piece value for a low quantity run is greater than double the price of a better quantity run. If you’re beginning and you don’t have any concept for those who’ll promote even certainly one of one thing, that call on what number of to order is actually not a straightforward one.

Concerning packaging, I seemed on the Hedgehog as if it was how a feather board ought to have been designed initially since as soon as individuals see it, it simply makes logical sense. With that notion, I wished my packaging to harken again 100 years too previous {hardware} shops. I employed a proficient native graphic artist to design my brand and printed packaging insert with particular design pointers and wording. For inspiration, I despatched him these pictures of previous whiskey labels that I feel are artistic endeavors. Curiously, I found these two labels individually from each other and it seems that they’re from the identical distillery.


The Hedgehog is sealed in a clamshell to securely maintain the entire {hardware} in place (to scale back shrinkage at retail) however I designed it in order that the “feathers” could be uncovered in order that retail prospects may contact them and really feel how versatile they’re. The packaging will get a number of constructive suggestions.


Describe the method of launching the enterprise.

Earlier than receiving the product that I may promote and ship, I took pictures of the Hedgehog prototypes and generated a number of picture renders on my laptop and started posting on Instagram. After all, I began with zero followers and it took a very long time to even have 100. However, I had the benefit of getting an eye catching product that reveals effectively in pictures. I invited people to enroll to be notified when it grew to become accessible. Nonetheless, I solely had a few dozen individuals join.

I had launched a few web sites earlier than so I knew my means round WordPress however, nonetheless, creating an internet site from scratch is all the time daunting. I spent numerous time studying extra about web optimization, Google Analytics, WooCommerce, and different plugins, and many others. Numerous entrepreneurs beginning to favor Shopify because it’s fairly easy (from what I perceive) however I like WordPress as a result of it’s so extensively used and supported and there are various, many blogs and YouTube movies detailing the right way to get issues completed.

I financed the launch of the Hedgehog myself from my financial savings. My provider required a 50% deposit on the tooling with the stability due after pattern approval. In addition they required a 50% deposit for the product with the stability due earlier than delivery so a minimum of these massive bills have been unfold out over a few months. It was some huge cash for me and numerous stress not realizing if it will work.

Instagram Video

Since launch, what has labored to draw and retain prospects?

The character of my product is that I’m unlikely to have repeat prospects because it’s a reasonably sturdy product and most woodworkers personal just one feather board. Some prospects might need multiple and former prospects may purchase a second one as a present or in order that they will stack them on prime of each other, however I’d say for the overwhelming majority, it’s one and completed. Due to this, I haven’t put a lot effort into producing a mailing listing. Nonetheless, I do have the e-mail addresses from my web site gross sales which I’ll make the most of for future product promotions.

I introduced the Hedgehog to Lowe’s who declined and House Depot who supplied to promote it on their web site the place they might get full margin and I’d be accountable for delivery. I used to be comfortable to have the provide however finally declined. I used to be effectively into negotiations with the nationwide woodworking retailer, Woodcraft, however that fell by way of for causes unknown. Nonetheless, my native impartial Woodcraft and my neighborhood Ace {Hardware} mentioned sure! The native Woodcraft retailer continues to be a buyer and I’ve picked up a few different retailers within the USA, France, New Zealand, and Australia.

Instagram has been an awesome useful resource because the woodworking and DIY neighborhood is energetic and supportive. My prospects typically put up pictures and movies of the Hedgehog in motion of their outlets which I repost and have interaction with. I’ve seen many posts that embody the Hedgehog with out being tagged and somebody will ask what that loopy trying yellow factor is which helps construct consciousness. Nonetheless, it’s troublesome to understand how a lot of that results in gross sales.

I created my first YouTube video utilizing a prototype earlier than I had the product able to promote.

Probably the most impactful factor I did to advertise the Hedgehog was to provide a number of away to influencers. I perceive that most of the massive, mainstream influencers cost vital quantities to indicate merchandise however after I despatched them to people, I simply requested them to make use of them in the event that they like them – no strings connected. Lots of them confirmed them off and now they present up sometimes in unrelated posts. I’m speaking about individuals with 50k-300k followers, not the 1M+ influencers.

Initially, I imagined the vast majority of my gross sales would occur from my web site and that I’d be busy delivery them myself till quantity warranted hiring a success middle. Inside per week of going reside, I additionally created an Amazon vendor account which is the place 87% of my gross sales are at the moment occurring. I secured a trademark for the identify and brand and have each a design patent and utility patent so I’m registered because the model holder on Amazon. I limit my retailers from promoting on third-party platforms which implies I’m the only vendor on Amazon. Proudly owning the model provides you particular privileges on Amazon similar to having the ability to construct a retailer and run experiments with product titles, and many others.

Someday in October of 2019, gross sales on my Amazon telephone app have been clicking greater and better. I used to be sure one thing was damaged as a result of gross sales that day have been many multiples of what was regular. I even requested a good friend if her Amazon gross sales have been additionally trying oddly excessive. It wasn’t till that night after I opened YouTube on my telephone that I understood what was occurring. The primary video introduced had a thumbnail picture of my Hedgehog! It seems that one of many content material creators who I despatched a pattern to included it in his Cool Instruments video and gross sales exploded! It worn out my Amazon stock in two days and I used to be delivery dozens a day from my residence workplace for the following few days.

The gross sales increase continued by way of the Christmas season which obliterated my gross sales projections. I used to be rapidly going to expire of stock which resulted in my delivery a pallet from China through air freight whereas the stability of my order shipped through ocean. As they are saying, it was an excellent drawback to have.

An vital mixed advantage of sending the product to influencers and promoting on Amazon is that most of the influencers have affiliate accounts with Amazon. That signifies that in the event that they point out your product and a buyer clicks on their affiliate hyperlink that leads to a sale, they get a share. They’re motivated that will help you since they profit as effectively.

Take note of money movement. If gross sales are good, it may be simple to get a little bit cocky and begin spending a little bit too freely. Understand that you might need a manufacturing run developing and hopefully a brand new product that may require a big upfront funding.

How are you doing in the present day and what does the longer term appear to be?

It’s thrilling to get that first order and I had a number of on the primary day I turned on the shop on my web site due to the natural selling I used to be doing on Instagram. I’ve solely had two zero-order days (apart from gross sales outstripping stock) since launching on the finish of 2017. Since I did virtually each side of constructing my enterprise myself, I don’t know that I may have launched my first product much less expensively. I estimate that I lined my tooling bills and first manufacturing run product prices within the first eight months.

I haven’t relied on promoting a lot however have promoted posts a few instances on Fb and Instagram and have marketed on Amazon and Google Adwords however most of my promotion has occurred organically through enthusiastic prospects and influencers. I’ve additionally been profitable in getting evaluations and mentions in print magazines, on-line blogs, and YouTube movies.

The big majority of my gross sales occur on Amazon. I’m upset that I solely have a couple of hundred guests to my web site per thirty days however I do know that when individuals see the Hedgehog on-line, they naturally simply go on to Amazon slightly than my web site. My gross sales breakdown:

  • Amazon: 87%
  • Wholesale prospects: 10% (the bulk in Australia)
  • My web site: 3%

The success of the Hedgehog helps me finance the event of my second main product which is a push block that’s used to securely push board previous a blade on a desk noticed orbit on a router desk. Utilizing Amazon Model Analytics, I can see what different merchandise prospects checked out when searching for a feather board and a typical one is a push block.

I wished to fabricate this within the USA however had the identical challenges I had with the Hedgehog with costly tooling and injection molding firms who have been uncertain about it will achieve success. A few them merely ghosted me. Figuring out my provider in Hong Kong would produce a superb product, I lately ordered the tooling from them and manufacturing will start inside a few months.

By way of beginning the enterprise, have you ever realized something significantly useful or advantageous?

Since I’ve been doing product design and growth for over 20 years and had already constructed a few web sites, I already had the skillset for a lot of what it took to get this off the bottom. Nonetheless, there may be an unbelievable variety of duties required to place all of it collectively earlier than having a tangible, retail-ready product.

Early on, the most important problem and supply of frustration was discovering a producing associate domestically that may take me critically. I in all probability seemed like simply one other man with a loopy concept that may doubtless fail. It could have been simple for me to doubt that I had a good suggestion however I had loads of mates who satisfied me I used to be on to one thing particular. I’m not speaking about simply the chums who all the time have your again however people who know woodworking and who give sincere suggestions. In the end, I used to be additionally lucky sufficient to have a superb relationship with a extremely expert manufacturing associate in China.

A lesson I realized from a beforehand failed enterprise the place I manufactured a patented golf putter (a special design from the one talked about above) was to be actual and sincere about who you might be and what you symbolize. Within the putter enterprise, I attempted to current my enterprise as a “real” enterprise utilizing phrases like “we” and “us.” I didn’t assume golfers would purchase a product from some man working in his basement. I wasn’t being dishonest about it however was stripping away my private journey and connection.

With the Hedgehog, my prospects typically realize it’s simply me – I’m the designer, social media supervisor, customer support specialist, delivery clerk… My prospects are from the DIY crowd and plenty of of them are self-employed and hustling to make a residing so we have now a kindred connection. That’s vital and rewarding.

What platform/instruments do you employ for what you are promoting?

I selected the next platforms largely for a similar causes: as a result of they’re versatile and there may be an considerable variety of customers and on-line tutorials and boards the place I can discover solutions to my issues (they usually’re free). My web site platform is WordPress; web site purchasing plugin is Woocommerce; my funds supervisor is PayPal; I ship USPS through PayPal (appears to be largely a secret).

I clearly depend on Amazon the place I make the most of their stories, branding experiments, model analytics, webinars, and many others.

Google Analytics is highly effective however I take advantage of it fairly passively.

For accounting, I take advantage of Quickbooks.

What have been probably the most influential books, podcasts, or different assets?

My favourite podcast is How I Constructed This with Man Raz. My favourite take away from about each episode is that friends who’re the founders of those profitable companies largely didn’t know what they have been doing or the place they have been going after they received began. That is comforting to new entrepreneurs who really feel the identical means. Most attribute a minimum of a portion of their success with luck and I agree.

I’d advocate that new entrepreneurs seek for companies that present advertising and marketing (and different) providers and signal for his or her newsletters the place you’ll be able to be taught suggestions and methods and sit in on their webinars.

Recommendation for different entrepreneurs who need to get began or are simply beginning?

What number of instances have you ever heard somebody say that that they had that identical concept years in the past?! The concept is the simple half – regardless of how genius it may be. The subsequent 10,000 steps are the onerous half. It’s vital to have a long-range imaginative and prescient however it’s essential to take it one chunk at a time and be versatile in your path.

My prime suggestions:

  1. If what you are promoting includes a bodily product (vs. a service), do as a lot growth, and prototyping your self as attainable. You’ll save piles of cash and also you’ll be taught to make adjustments always as you progress. And do not forget that making a prototype that doesn’t work isn’t a failure. Quite, it was precisely what was obligatory to maneuver to the following step.

  2. Even for those who’re not serious about acquiring a patent, spend a while with Google Patents and the US Patent & Trademark Workplace to ensure you’re not violating an current patent (taking note of their expiration dates). For those who want a patent legal professional, I’d advocate utilizing an area, respected one who has labored with somebody you may already know. I’ve no expertise with companies that provide help to “turn your dreams into reality” however the ones I’ve seen give off a scammy vibe so beware.

  3. This appears apparent however YouTube is invaluable for studying the right way to do absolutely anything from making a product to web site growth to web optimization to social media to advertising and marketing…

  4. Join with the native workplace of your state’s Small Enterprise Improvement Middle. There they will help you develop a marketing strategy, introduce you to specialists, and current seminars about importing, exporting, advertising and marketing, accounting, and many others.

  5. Your metropolis might need a makers group which you can be part of the place you’ll be able to meet members who will help with 3D design, prototyping, and many others. They may even present entry to stylish tools that may be troublesome to search out in any other case.

  6. Your library can provide you entry to costly subscription databases the place you are able to do enterprise analysis. My library presents free entry to which is an academic web site the place you’ll be able to take programs on an incredible variety of subjects. I realized the fundamentals of Quickbooks utilizing certainly one of their programs.

  7. I knew I had one probability to get the Hedgehog proper on the primary go so I had a reasonably relentless consideration to element. My first manufacturing run was 4,800 items which may have been a lifetime provide if there have been design defects or manufacturing issues. I received it largely proper however have made a few small enhancements to the product and printed directions on subsequent manufacturing runs which got here from buyer suggestions.

  8. And, lastly, take note of money movement. If gross sales are good, it may be simple to get a little bit cocky and begin spending a little bit too freely. Understand that you might need a manufacturing run developing and hopefully a brand new product that may require a big upfront funding. If I hadn’t been protecting spending in verify, my upcoming manufacturing bills of round $60k would have been rather less comfy.

The place can we go to be taught extra?

I selected the identify Featherboards as a result of it was accessible on all platforms.

In case you have any questions or feedback, drop a remark beneath!

Wish to begin your personal enterprise?

Hey! 👋I am Pat Partitions, the founding father of Starter Story.

We interview profitable enterprise house owners and share the tales behind their enterprise. By sharing these tales, we need to provide help to get began.

Excited by beginning your personal enterprise? Be a part of Starter Story Premium to get the best companion to beginning and rising what you are promoting:

  • Join + get recommendation from profitable entrepreneurs
  • Step-by-step guides on the right way to begin and develop
  • Unique and early entry to the most effective case research on the net
  • And way more!


Are you prepared to spice up your income?

will open up a large, untapped gross sales channel and convey you nearer to your prospects!

We have interviewed many spectacular companies who swear by the outcomes of the product, together with Brumate, Beardbrand, and plenty of extra.

Degree up your e-mail advertising and marketing with Klaviyo!