In this Keep Going University edition, we’re looking at something most founders don’t think about until it’s too late: how to survive a tariff shock. Brian Sloan’s company, AutoBlow, makes internet-connected pleasure devices. But the core of his story applies to anyone making physical products—especially those built with Chinese supply chains.
Keep Going: When 145% Tariffs Almost Killed a Business
NOTE: This podcast discusses adult themes but we are careful not to describe too much. It’s mostly about tariffs.
Earlier this year, a sudden 145% tariff hit Brian’s product category. What was once a duty-free import became a financial death trap. Brian had to either eat the cost, raise prices, or stop shipping altogether. In his case, he took the risk of continuing wholesale sales—at a loss—hoping the tariff would disappear. For five weeks, every day was a coin flip. Would the new tariff stay? Would they have to pay $300,000 on a $200,000 shipment just to clear customs?
Most businesses couldn’t survive that. Sloan’s margins saved him—but just barely.
What founders should take away from this:
