In Episode 49, Samuel McVay sits down with Ted Kriwiel, his childhood best friend and founder of Honeystack.agency-a software consulting company built specifically for nonprofits. The episode opens with nostalgic memories from their Denver neighborhood in Derby, Kansas, setting the stage for a deep dive into Ted's entrepreneurial journey. From running a school supply distribution company out of a trailer while studying at Wichita State to founding ventures that align with his core values, Ted's path reveals how finding your "thing" and building everything around it transforms both business and life. The conversation explores the philosophy behind Honeystack's name and brand-rooted in the mutualistic relationship between honey guides and honey badgers-and how that metaphor guides Ted's approach to empowering nonprofit leaders. Rather than chasing investor approval or obsessing over scale, Ted focuses on creating something he loves and trusting that people who share his values will naturally connect with his work. It's a masterclass in purpose-driven entrepreneurship and the power of building a business around what truly matters.
Ted Kriwiel didn't stumble into nonprofit tech consulting by accident. His journey began with entrepreneurship studies at Wichita State and a school supply distribution company he ran out of a trailer-the kind of scrappy startup that teaches you what it means to bootstrap and solve real problems. But somewhere along that path, Ted discovered something more important than revenue: the ability to do work that actually matters.
Today, Ted runs Honeystack.agency, a software consulting firm laser-focused on helping nonprofits build modern, sustainable tech stacks. The name itself tells you something about how he thinks. Honeystack is inspired by the relationship between the honey guide bird and the honey badger-a mutualistic partnership where both parties benefit. The honey guide scouts the location of honeycombs; the badger tears it open; they share the reward. For Ted, this isn't just a cute brand metaphor. It's the operating principle for how he works with nonprofit leaders, who he sees as "honey badgers"-aggressive, action-oriented animals that get things done. His role as the honey guide is to help them navigate the tech landscape and empower them to build better digital infrastructure for their missions.
What makes Ted's approach stand out is his refusal to optimize for the wrong metrics. He doesn't obsess over investor expectations, scalability timelines, or whether his brand will appeal to the broadest possible market. Instead, he focuses on one simple question: Do I love this work? If the answer is yes, and if he's building something aligned with his values, he trusts that the right clients-people who share those values-will find him. His kids might not understand what he does professionally, but when he showed them the honey guide and honey badger on his website, they got it immediately. That's the kind of clarity that comes from building authentically.
This philosophy has real implications for how small business owners should think about their own digital presence and brand positioning. Whether you're in nonprofits, local services, or any mission-driven industry, the companies that win long-term are those that clarify their values first, then build everything else around that foundation. It's the opposite of chasing every trend or demographic. It's about knowing who you are, communicating that clearly, and attracting clients who actually want to work with you.
For businesses looking to grow sustainably, Ted's example offers a template: define your "why" first, build your online presence and brand messaging around that clarity, and let your values guide your client selection. When you're not constantly second-guessing yourself or trying to be everything to everyone, your marketing becomes simpler, your operations become more efficient, and your team becomes more aligned.
What is Honeystack and how does Ted Kriwiel's work with nonprofits differ from typical tech companies?
Ted Kriwiel founded Honeystack as a purpose-driven tech company specifically built to serve nonprofits. Unlike generic software providers, Honeystack focuses on solving real problems for mission-driven organizations, combining technology with genuine impact. His approach demonstrates that tech companies can be profitable while prioritizing social good.
How can nonprofits and mission-driven organizations benefit from digital marketing?
Nonprofits need digital marketing to expand their reach, attract donors, recruit volunteers, and communicate their mission online. Local SEO, Google Ads, and social media help nonprofits connect with community members who care about their cause. A strong digital presence builds credibility and drives both financial support and volunteer engagement.
How does KillerGrowth help nonprofits and purpose-driven businesses grow online?
KillerGrowth offers local SEO, Google Ads, Meta Ads, custom website design, GoHighLevel CRM, and social media management-all proven to increase visibility and client acquisition. For nonprofits, we help optimize your online presence so donors, volunteers, and community members can easily find and support your mission.
What makes KillerGrowth different from other digital marketing agencies in Wichita?
KillerGrowth specializes in local service businesses and mission-driven organizations. We don't use cookie-cutter strategies-we build customized campaigns using local SEO, paid ads, and CRM automation tailored to your specific market and goals. Our founder Samuel McVay has deep expertise in helping Wichita businesses win clients online.
How can I get started working with KillerGrowth?
Book a free strategy call with Samuel McVay at killergrowth.com/booking. We'll discuss your business, goals, and the best digital marketing approach to grow your client base and online presence. No obligation-just honest insights to help your business succeed.