Chuck Shirley and Relina DeDios-Shirley were recruiters when they
started Hideit Mounts, a company that designs and sells device
mounts that camouflage game consoles and cable boxes. Their online business was growing steadily, but when they did some detective
work on a competitor, they discovered they were being copycatted—
by one of their own manufacturers. —AS TOLD TO YASMIN GAGNÉ
SLEUTHING OUT AN INSIDE JOB
CHUCK: Our TV was above the fireplace,
and to keep things neat, we ran all the
cables connected to it through the wall.
That worked for us until we bought the
kids a Wii, which had so many connec-
tions that it had to be put on the mantel.
The clutter was driving Relina bonkers.
That’s when we decided we could do
better and make a mount to hold a Wii
behind a TV. A $50 trip to Lowe’s and
some DIY work with a blowtorch later,
we had our first prototype, and it worked
RELINA: We took our design to a small
manufacturer and they made us five
mounts for a hundred dollars. We saw the
idea had a lot of potential, so we switched
to a bigger manufacturer to help engineer
and build them for us.
We were doing pretty well. People
The team there was helping us a lot in
really responded to the product, and there
really wasn’t much out there on the market
like what we’d made. We started working
with our manufacturer to make di;erent
types of wall mounts. For example, when
the Xbox 360 came out, we wanted to
make a mount specifically for it. We came
up with a rough drawing, but neither of
us is an engineer, so the manufacturer
sort of mocked it up and made it happen.
the early stages.
CHUCK: In 2011, we started noticing a business selling mounts similar to ours on the
internet. We thought its product was
subpar, and we weren’t too worried about
it. Later that year, though, the company
started selling a product practically identical to ours but slightly better looking at a
much lower price point. We realized there
was no way we could compete.
RELINA: We were worried we would go
out of business. Both of us were doing
this on the side at the time, so we knew
that if our company failed we could still
WHAT CREATIVE THINGS DO YOU DO TO RE TAIN TALENT?
get a video game of
their choice every
If you were to start another company, what would you do differently?
HIRE SLOWER; FIRE FASTER
WHAT WILL YOU SOON USE AS A SUBSTITUTE FOR HUMAN LABOR?
WHEN DID YOU FIRS T S TAR T PAYING YOURSELF A SALARY?
4 YEARS IN
Chuck Shirley and Relina DeDios-Shirley ; HIDEIT MOUNTS
Three-year growth 1,464.9% · 2017 revenue $2.3 million
RENO, NEVADA · FOUNDED 2009 ;339