By Greg Rollett, Grommet
This article is presented by Grommet, the leading product discovery platform for new and emerging makers, inventors and entrepreneurs. Check out 1,000’s of products you never knew existed, but soon won’t be able to live without here.
From managing insurance files to managing a fast growing, multi-product brand loved by countless outdoor enthusiasts, Desiree Haller’s leap from office manager to entrepreneur is a story of grit and a relentless pursuit of a solution to a problem no one else had solved.
What began as a frustrating struggle to keep sub sandwiches from getting soggy on family outings has transformed into SubSafe—a versatile, BPA-free container that’s revolutionized the way people pack their coolers.
Desiree’s journey is more than just a career change; it’s a blueprint for how to turn a simple idea into a thriving business. Armed with nothing but determination and a PVC pipe prototype, she took SubSafe from a homemade fix to a product that caught the eye of Shark Tank investors Mark Cuban and Charles Barkley. Now, her products are must-haves for adventurers who refuse to let soggy food ruin their day.
In this interview, Desiree reveals how she navigated the transition from office life to the unpredictable world of entrepreneurship, the challenges she faced as a female CEO, and the lessons she’s learned about turning obstacles into opportunities. Let’s meet Desiree Haller from SubSafe.
What was your life like before creating SubSafe? Were you an entrepreneur, or were you living a regular life before this idea came to you?
Before SubSafe, I was an Office Manager at an insurance agency and also managed a company my brother owned. Life was very different back then. Working for someone else allowed me to “leave it at the door” when the workday ended. There are many advantages to owning a business, but being able to “turn it off” is something I miss.
How did the idea for SubSafe come about, and what made you want to create this product?
The idea was actually my husband Adam’s. I was in charge of execution. Adam would bring sub sandwiches on his offshore fishing trips, but they always ended up soggy and floating in the cooler. Initially, I thought I’d find a product on the market to solve this problem, but after coming up empty-handed, we had a lightbulb moment and decided to create SubSafe ourselves.
How did you create the first prototype? Can you share the story?
Our first prototype was made out of PVC pipe, and it actually worked! We still keep that first version in our office headquarters as a reminder of how it all started.
Can you tell me about your first sale?
We had a simple website ready when our first shipment of 7,500 units arrived. We couldn’t afford advertising, so we called it our “friends and family round.” We posted on social media, and everyone we loved supported us. It brought in some much-needed capital to support our growth, and we’re still so grateful for them to this day.
As a female CEO, what do you see as your biggest challenge?
Being female. While I’ve worked with some incredible men who treat me as an equal—like my business partners Mark Cuban and Charles Barkley—there have been times when all questions were directed to my husband Adam, even though he doesn’t work at SubSafe. We’ve made progress, but there’s still a long way to go.
And what is the biggest opportunity for a female CEO right now?
Being female! I have grit, resilience, a nurturing spirit, and I can birth humans. I’m unstoppable.
What is a challenge or roadblock you encountered that you didn’t foresee when you first started?
There have been many challenges. I always say I did everything wrong the first time, so now I know how to do it right. I’ve been taken advantage of financially and have experienced bad business deals. With 8 products and counting, I’m still figuring it all out as I go.
Can you share your Shark Tank story and how you got a deal?
Shark Tank was a wild ride, a huge blessing, and we are forever grateful! When I applied, our business was only two months old, and I never imagined we’d be chosen. We had put everything we had into the business and were financially tapped out. We literally needed a deal to keep going. I’ll never forget Mark and Charles’ willingness to take a chance on us.
You’ve done a lot in the retail space. What have you learned, and what’s your best advice to a new maker thinking about getting their product on store shelves?
I love retail, though opinions on it can vary. I prefer not to put all my eggs in one basket, so I like having a DTC presence, retail, and Amazon. Retail can be challenging to navigate initially, so I recommend getting a knowledgeable rep from the start. The commissions you pay out will be worth it to avoid bad contracts, placement issues, and chargeback fees.
What advice would you give to an entrepreneur just starting out to help them reach 1,000 sales?
Sell the problem! Focus on how your product will make your customers’ lives better and easier. It took me a while to learn this. Our product might seem silly at first, until someone remembers a time they had to throw away food because it got soggy in the cooler. You need to remind them of those moments so they understand the importance of your solution.
Right now, readers of ValiantCEO can get 20% off both top-selling products created by Desiree, the SubSafe and Charcuterie Safe through our partnership with Grommet. Click here to learn more about SubSafe and get your discount now.
