How Our Patented Shovel Reached $600K In Sales Last Year

Rick Goren

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Published: March 30th, 2022

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Rick Goren

Founder, Rotoshovel

$10K

revenue/mo

Founders

Employees

Rotoshovel

rotoshovel.com

from Fishers, IN, USA

started October 2019

$10,000

revenue/mo

Founders

Employees

Discover what tools Rick recommends to grow your business!

Discover what books Rick recommends to grow your business!

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Want more updates on Rotoshovel? Check out these stories:

1. Designing A Patented Innovative Battery-Powered Shovel That Generates $10K/Month (2021) ➜

This is a follow up story for Rotoshovel. If you're interested in reading how they got started, published about 3 years ago, check it out here.

Hello again! Remind us who you are and what business you started.

I’m Rick Goren, the CEO of Rotoshovel! We design and manufacture premium electric digging tools to take the work out of gardening and landscaping! Our flagship product is the Rotoshovel: the world’s only handheld automatic shovel. We are constantly coming up with new ideas to transform the garden industry and are preparing to launch our second product: the Rotoshovel MAX electric earth auger.

Last year our revenue exceeded $600k and we entered a sales partnership to get the Rotoshovel into brick and mortar retailers across the US! We are constantly encouraged by the enthusiasm of industry leaders who see the potential of our products.

While Amazon comes with additional usage fees, the platform’s reach, advertising capabilities, and fulfillment services are attractive for retaining a small and nimble staff.

Tell us about what you’ve been up to! Has the business been growing?

Our sales company partnership brings a constant supply of revenue from small retailers. This allows us to focus our manpower on product development and DTC (Direct to Consumer) sales.

A significant portion of our direct website sales has been exchanged for sales on Amazon. While Amazon comes with additional usage fees, the platform’s reach, advertising capabilities, and fulfillment services are attractive for retaining a small and nimble staff.

In 2021, we attended the largest landscaping trade shows in the United States, including the National Hardware Show, the National Lawn & Garden Show, and the Green Industry Equipment Expo.

Each show allowed us to build relationships with top retailers, manufacturers, and distributors. At the National Hardware Show, the Rotoshovel won the Retailers’ Choice Award for product innovation - voted most likely to succeed at retail by retailers themselves! We display this honor proudly on our retail packaging.

What have been your biggest lessons learned in the last year?

Be grateful when the supply chain runs smoothly! The impact on our international manufacturing and transportation lead times has been extreme. You can prepare for these sorts of uncertainties in the following ways:

Keep adequate domestic stock. Invest in the facilities and manpower to have timely control over your supply chain.
Don’t over-promise your business partners. Be realistic and candid about the issues your business is facing. Poor communication only makes problems worse.
Ride it out. It is not the end of the world! Be frugal and ready to hit the gas pedal when things improve.

What’s in the plans for the upcoming year, and the next 5 years?

This year, our focus is working our way into brick-and-mortar retailers. We already have an online presence with big names such as Lowe’s and The Home Depot, but getting onto the shelves is a longer process.

Large retailers are more likely to bring on brands with many SKUs. They want to partner with vendors who will meaningfully use shelf space. The fewer vendors they have to onboard to fill the shelves, the more streamlined their supply chain.

To this end, we are launching our second major SKU this year: the Rotoshovel MAX Electric Earth Auger. We are taking our patented technology from the handheld Rotoshovel and creating a larger earth auger, suited for professional landscaping projects.

Over the next 5 years, we will continue to expand our product offerings, advertising partnerships and retailer connections. We want every gardener and landscaper to know Rotoshovel products can change the way they dig!

Don’t forget to bring other intelligent people into your circles and thoughtfully hand off responsibilities. You will avoid burnout and be able to go much further with your time and energy.

Have you read any good books in the last year?

To achieve success, every entrepreneur must be constantly aware of themself and the world around them. Levels of Energy by Frederick Dodson lays out how to achieve and preserve success, interpreting the world through levels of energy. I recommend it to anyone looking to build confidence in their decision-making.

Advice for other entrepreneurs who might be struggling to grow their business?

Be patient. The last few years have been unusual. Entrepreneurs face new challenges and a quickly changing world. Remember the lessons you learn through these times and let them fuel your passion.

Target your passion. Don’t lose sight of what drives you to wake up and work every day! Your desire to succeed and the responsibility you bear are core to your business’s growth.

Delegate. Most of us entrepreneurs want to do it by ourselves - we want to be in the action and move mountains every day. Don’t forget to bring other intelligent people into your circles and thoughtfully hand off responsibilities. You will avoid burnout and be able to go much further with your time and energy.

Are you looking to hire for certain positions right now?

I am always looking for inventive, talented individuals to help move Rotoshovel forward. If you are looking to work in Fishers Indiana doing product development, please reach out! [email protected]

Where can we go to learn more?

If you have any questions or comments, drop a comment below!