Noam's jaw massager brand
Noam, 24, sells Your TMJ Pen, a $249 heated, vibrating jaw massager for people with TMJ disorders. It does about $430K a month (around $5M annualized), it is fully bootstrapped, and he says net margins are about 20%.
“All right. Big juicy number. We're doing $430,000 a month selling heated jaw massagers.”
Noam is the face of his own Instagram ads. His most viral video is a skit where a 'Karen' on a plane accuses him of vaping, and he gets flustered explaining that the device is his TMJ invention. Because the product looks like a vape, the skit got about 100 million views.
“This absolute Karen next to me starts like calling me out. She's like, hey, you can't be vaping on a plane, you know? And I like get really flustered. I'm like, I don't know. It's not a vape. Wait, let me explain. And I'm like, I'm like flustered trying to like explain this, that it's like my invention. Like I made this. It's for people to drop in. It's not a vape. And that concept got like 100 million views.”
Steal thisTurn the most common misunderstanding about your product into a confrontation skit that shows what it really does.
Noam built his first jaw massagers for less than $3,000 using a 3D printer, YouTube and Reddit, after looking up how to design a circuit board. He argues that easy access to engineering knowledge makes a consumer hardware product one of the least risky things to start today, and that Shark Tank founders who spend $100K on a prototype are making a mistake.
“I spent less than $3,000. And the idea was like, there are like 3 things that like aligned in this age that we're living in that makes it probably now one of the least risky things that you can do, making like a hardware consumer product. First, having all the access to like information, like engineering at this point is like low-key kind of easy. Like, okay, don't clip that. But with ChatGPT, with YouTube, like I didn't know how to make electronics. I didn't know how to make a PCB.”
Noam assembled and shipped every unit himself from two 3D printers in his apartment closet until he reached about $80K a month. Instead of just handing his 3PL fulfillment, he moved the printers into its warehouse and had its employees make the product on demand, which is how he scaled before moving to factory production in China.
“we got up to like $80K a month. I was assembling, shipping. I had 2 3D printers running my closet in like in my apartment. And then I, I kind of went like Alex Hormozi mode. I was like, wait, what if I just, you know, do this but more, you know? So I found like a 3PL, uh, and normally a 3PL, I mean, you know this, but, um, they just ship stuff for you. Uh, they like fulfill your stuff. But I was like, hey, let me use your employees. Like, I'll put my 3D printers in your place. You guys can use them.”
Steal thisBefore paying for tooling, ask your 3PL to run your small-batch manufacturing on their floor with their staff.
Shaan lays out Noam's options. He can sell more TMJ products, broaden into pain relief like Hyperice or Theragun did with recovery, or take his content-driven selling skills to a category with a bigger TAM and tailwinds. A 9-out-of-10 entrepreneur in a 2-out-of-10 category should write down a hypothesis and look for evidence while he keeps growing.
“Or you could just say, actually, I just got good at doing this model of like content-based selling of products. I now know how to do a little bit of supply chain, a little bit of this, a little bit of that, but I'm really good on the marketing side. And it, and I'm fundamentally limited by category and product. And if I just take, you know, I'm a, I'm a 9 outta 10 entrepreneur. I just need to find a 9 outta 10 opportunity. TMJ is just a 2 out of 10 opportunity because of the nature of what I'm doing.”
Steal thisWrite down which of the three paths you think is right, then spend the next 6–9 months looking for signals that confirm or reject it.