- Net worth: As of 2024, SubSafe is valued at over $4 million.
- Partnerships: Partnered with a major sub chain to roll out SubSafe in 1,500 locations.
- Shark Tank Deal: Secured a $100,000 deal from Mark Cuban and Charles Barkley for 25% equity.
SubSafe didn’t just bring another product to market—they solved a real problem faced by outdoor enthusiasts: soggy sandwiches. Their innovative container, designed to keep subs dry, met a clear need and allowed them to grow quickly through strategic partnerships and a strong value proposition.
By securing a Shark Tank deal and expanding their market, SubSafe became a multi-million-dollar brand. Their ability to solve a pain point and scale their business offers key lessons for any entrepreneur.
Want to know how SubSafe turned a simple sandwich protector into a million-dollar business? Read on to discover the strategies behind their rapid growth and how you can apply these lessons to your own ventures.
Key values you can learn from this bussines:
- Solve a Real Problem: SubSafe identified a common frustration (soggy sandwiches) and built a solution around it, proving the power of targeting specific pain points.
- Leverage Strategic Partnerships: SubSafe’s co-branding deal with a major sub chain helped them scale quickly by accessing new markets.
- Focus on Quality and Versatility: The high-quality, durable product not only protected sandwiches but was also useful for other items, increasing its value.
- Direct-to-Consumer Model: SubSafe maintained high margins by selling directly to consumers, which allowed them to build customer loyalty and profitability.
Solving a Specific Pain Point
SubSafe started by identifying a very specific problem that many outdoor enthusiasts face: soggy sandwiches after being stored in coolers.
Boaters, campers, and beachgoers alike know the frustration of pulling out a squished, wet sandwich after a day in the sun. SubSafe’s founders recognized this gap in the market and created a product to fix it.
“I would always pack an unprotected, vulnerable sub in my cooler, and after being on the water all day, I would pull it out only to find a wet, squished mess,” said Adam Hower, SubSafe’s co-founder.
SubSafe’s durable, waterproof, and crush-proof container keeps food dry and protected during outdoor activities. It’s more than just a sandwich container—it’s a reliable solution for anyone who needs to keep their items safe from moisture.
Are you ready to identify your market’s biggest frustration and provide the perfect solution? Take a cue from SubSafe—find the pain point your competitors are missing, and solve it for your customers.
Takeaway: Your product shouldn’t just be another option—it should be the solution your customers have been waiting for. SubSafe found a niche problem, and so can you. What are your customers struggling with, and how can your product solve that issue better than anyone else?
Differentiating Through Quality and Versatility
SubSafe didn’t just create another plastic container—they focused on quality and versatility. Made from high-quality plastic, the SubSafe is waterproof, crush-proof, and even floats.
They also positioned their product as more than just a sandwich holder, making it useful for protecting phones, keys, and other valuables.
“SubSafe is the ultimate container… BPA-free, made from high-quality plastic, waterproof, crush-proof, and it floats,” Adam proudly explained during the Shark Tank pitch.
By investing in quality materials and offering added value with versatile functionality, SubSafe positioned itself as a premium product worth the investment. Customers knew they were buying durability, not just convenience.
Is your product standing out from the crowd? Focus on quality and versatility to differentiate yourself from competitors. Give your customers a reason to choose you.
Takeaway: Customers want value beyond the basic features. SubSafe’s success shows that superior quality and multi-functionality create loyal customers. Find ways to elevate your product’s features to offer something unique and valuable.
Strategic Partnerships for Growth
SubSafe didn’t rely solely on direct-to-consumer sales. They saw an opportunity to partner with a major sub chain to distribute their product to a broader audience. This co-branding deal allowed them to scale rapidly without needing extensive marketing budgets.
“The largest sub chain restaurant contacted me… they want to roll out a campaign for summer 2019 with our product in 1,500 locations,” Adam revealed during the Shark Tank pitch.
Strategic partnerships with established brands allowed SubSafe to gain widespread recognition and trust. This move increased their exposure and boosted sales, all while tapping into the sub chain’s existing customer base.
Could a strategic partnership take your business to the next level? Align with brands that complement your product to accelerate growth and reach more customers.
Takeaway: Partnerships can amplify your brand’s reach and credibility. Like SubSafe, look for co-branding opportunities to scale your business without taking on the full weight of marketing and distribution costs.
Storytelling and Personal Commitment
SubSafe’s founders didn’t just pitch a product—they shared their personal story. Adam Hower’s decision to sell his boat to fund the company showed their deep commitment to the product. This emotional connection made their story more relatable and helped win over investors.
“I sold my boat,” Adam shared during the Shark Tank pitch, highlighting the personal sacrifices they made to launch SubSafe.
Their emotional storytelling and visible commitment built trust with the Sharks and customers alike. It showed they believed in their product enough to make significant personal sacrifices, creating a deeper connection with their audience.
What’s your story? Sharing your journey with your customers builds trust and strengthens emotional connections. Let them know why you’re passionate about your product.
Takeaway: Customers and investors want to connect with brands on a personal level. Use your story to build loyalty and show that you’re truly invested in solving your customers’ problems, just as SubSafe did.
Lessons from SubSafe’s Success
SubSafe’s journey proves that solving a clear problem, delivering superior quality, and building strategic partnerships are key to scaling a business. By staying true to their vision and sharing their personal story, the founders turned a simple idea into a million-dollar brand.
What problem can your business solve? Focus on delivering value, building partnerships, and telling your unique story. Your product could be the solution customers have been waiting for.
