Justin Soleimani (34) and Zach Dannett (35) participate in this Side Hustle highlight Q&A. The duo met as classmates at Emory University and later became co-founders Fall. Their Los Angeles-based company sells spill-resistant, machine-washable rugs and has gone from zero to $20 million in revenue in 2.5 years. Today, Tumble boasts a sales team of 10 and averaging 8 figures. Responses have been edited for length and clarity.
Image Source: Courtesy of Tumble. Justin Soleimani, left, and Zach Dannett, right.
What was your day job or primary activity when you began working at Tumble?
JS: I used to be a consultant at Bain & Co., a global management consulting firm that gives strategic consulting to Fortune 500 corporations. I have advised corporations in many industries, including biotechnology, consumer goods, entertainment, and private equity.
ZD: I worked at Noble House as the head of merchandising. While I used to be there, Noble House had grown to develop into one of the largest e-commerce and home improvement corporations.
When did you begin Tumble and where did you discover the inspiration for it?
JS + ZD: We began developing Tumble in the fall of 2019, about 18 months before our official launch in April 2021. The idea was born out of our frustration with traditional rugs, which we found difficult to take care of, and washable alternatives, which had their drawbacks. After talking to dozens of shoppers and analyzing hundreds of reviews, we identified common problems resembling insufficient cushioning, corner curling, and problems keeping carpets flat. While many washable rugs were advertised as convenient, the reality often involved moving heavy furniture around, turning a walk in the park into a hassle. To solve this problem, we not only focused on making our rugs stain-resistant, but also prioritized developing safer, non-toxic materials and obtaining environmental certifications ensuring they are secure for children and pets.
Photo credit: Courtesy of Tumble
How long did Tumble remain a side hustle before you pursued it full-time?
JS + ZD: Before we launched our crowdfunding campaign, we spent about a 12 months working long nights and weekends. During this time, we visited various seamstresses in Los Angeles as a part of our prototyping process, which allowed us to check the product here in the US. There were countless exchanges and iterations with suppliers in Asia before we got the desired final product. We remember walking through the streets of Los Angeles on a hot summer day carrying an 8 x 10 foot rug to the seamstress – it was definitely hands-on, tedious work, but value it in the end.
Throughout this 12 months, we have focused on a number of critical points: securing manufacturers, refining prototypes, filing patents, conducting customer research, defining our product categories and creating financial forecasts. We went full-time just six months before the company officially launched in April 2021.
What key steps did you’re taking to begin and grow your corporation?
JS + ZD: To launch Tumble, we used crowdfunding as a key mechanism. This approach allowed us to evaluate product-market fit, gather information about our customers’ design and sizing preferences, and raise capital to position larger orders with manufacturers. Our goal was to get our products into the hands of as many people as possible quickly, which helped us shorten the feedback loop – a big-bang approach.
We fully launched the business by investing our personal savings along with crowdfunding funds for our first order. Our focus has all the time been on profitability; we have never raised external capital, and the company stays wholly owned by the founders and our employees.
Because we prioritized profitability and financed the company through money flow, we ran the company without full-time employees for the first two years, relying on independent contractors and agencies to fulfill our needs. We have navigated the challenges posed by Covid, including supply chain disruptions and economic uncertainty, while maintaining profitability in a volatile environment.
After two years, we have invested more in our team, bringing core capabilities to our company to build resilience. This has laid the foundation for the next phase of our development, which incorporates expansion into latest product categories, exploration of additional sales channels and entry into markets outside the U.S.
Image Source: Courtesy of Tumble
What were the biggest challenges you faced in building your corporation and how did you overcome them?
JS: One of the most vital challenges we faced was the impact of Covid on our supply chain. As a latest company during this era, we needed to face constant changes in regulations affecting manufacturers and shipping. Prices skyrocketed, the economy was uncertain and ports closed incessantly. Dealing with this disruption as an emerging brand with limited resources was particularly difficult.
ZD: For the first two years, we were unable to determine contact with our international suppliers, which made cooperation even harder. To make sure that products are delivered on time and that our quality standards are met, we have relied heavily on our international team and suppliers. Good communication and cooperation were key to overcoming these obstacles.
What does Tumble’s growth and revenue appear to be without delay?
JS + ZD: As a results of our success and profitability, Tumble has achieved mid-eight-figure revenue with a clear path to nine-figure revenue – all in lower than 4 years. In 2025, we plan to expand into latest product categories and explore latest sales channels and markets. Additionally, our US team has grown to over 10 members
What do you enjoy most about running Tumble?
JS: Introducing latest ideas and products to the world. It’s all the time exciting to brainstorm concepts and then see them come to fruition, seeing customer feedback and usage every day. Reading reviews and comments makes the process extremely rewarding. I also pride myself on building a team and creating a workplace where people feel proud and excited to be a a part of Tumble.
ZD: Running a business is stuffed with ups and downs – the path to success is never linear. Facing adversity and latest and changing landscapes is a reality of every business. And there’s fun in these challenges.
Every latest market we enter and every latest product we create comes with challenges and opportunities to dive deep, learn and create.
Nearly five years on, as our business rapidly changes, I can confidently say that this is the most fun time for Tumble, and the future has never looked higher.
Photo credit: Courtesy of Tumble
What is your advice for others trying to start a successful side hustle or their very own full-time business?
JS: My advice is to be willing to totally commit to an idea, even if you are not 100% sure it should be a success. To achieve this, you wish a strong desire. Choose something that speaks to you – something you are willing to take a position your time and energy into – and then take motion. Be open to the idea evolving over time, but it’s essential to be willing to go off the shelf with your initial concept. It’s also necessary to decide on the right moment to make this leap; for example, we worked on Tumble for a whole 12 months before committing fully. By then, we had gained confidence in our idea, and crowdfunding helped us gauge consumer interest early on. You have to be careful and strategic when taking this step.
ZD: Don’t be afraid of “failure.” Many people view business as a binary consequence (success or failure). But in reality, some things work and others don’t. Failures needs to be treated as challenges and opportunities for improvement. If you consistently solve more problems than you created and learn from your failures and successes every day, you have a good likelihood of succeeding.