Eli Mash had been putting turmeric in his coffee for 10 years before it ever occurred to him that it could be a business.

Now, Makor Coffee, the anti-inflammatory brand he co-founded, does over $100,000 in annual revenue and $11,000 in monthly recurring revenue, all while Eli works a full-time job and raises three kids.

In this episode, Eli breaks down exactly how he and his co-founder got it off the ground — from finding a local manufacturer to figuring out pricing, building social proof through influencers, and finally cracking the subscription model that made the numbers work.

“Nothing puts a smile on a consumer’s face quicker than a good peach.”

This week’s guest is Shannon Houchin of RoadsideRepublic.com, and she’s passionate about peaches, fresh produce, and delivering an awesome customer experience.

Shannon actually reached out to me and said, Nick, you’ve got episodes on flipping books and mattresses, clearance products, domain names, flea market finds, and a ton of other stuff – but have I got a side hustle for you: I flip peaches. 

Live selling is having a moment and you don’t need to be an influencer or have any e-commerce experience to get in on it.

Clinton Benninghoff is a part-time pastor and full-time golf enthusiast who took over Golf HQ, a brick-and-mortar golf shop in Midland, Texas. He spent years building it into a community staple and developing relationships with the top golf brands. Then in October 2024, he joined Whatnot — and everything changed.

In just over a year, Clinton’s live-selling channel hit $2 million in sales. He was the first seller in the golf category to crack $100,000 in a single live show. And he did it all while still running the physical store, which did a little over $3 million last year on its own.