Assertion Not checkable as stated
Filterbuy generated $70 million in revenue in 2019
“In 2019, we did about seventy million dollars of revenue.”
Assertion Not checkable as stated
Filterbuy will reach roughly $250 million in revenue in 2024
“And, you know, now in 20, 24, we'll do about two hundred fifty million dollars of revenue.”
Assertion Not checkable as stated
Filterbuy needed four years to beat wholesaler manufacturing costs
“It really took me three to four years to get to the point where we could manufacture a product profitably. And what I mean by that is until that three or four year period, it would have been cheaper for me to buy the product we were selling from a large manufa…”
Disclosure
Filterbuy is fully bootstrapped with no board of directors
“First of all, I'm a bootstrapped entrepreneur. I own my own business. I don't have a board of directors, and so I don't have accountability that's baked in, right?”
Disclosure
Heacock made $500,000 in 2008 via a StubHub affiliate side hustle
“In 2008, I made about half a million dollars that year, just, you know, on this side hustle doing affiliate marketing.”
Disclosure
My Office Delivered generated $6.5 million in 2009 dropshipping supplies
“I started a company called My Office Delivered, where we were effectively drop shipping office supplies, and in 2009 sold, you know, six and a half million dollars or so of office supplies, primarily on Amazon, and when I looked at the actual underlying data o…”
Assertion Not checkable as stated
Filterbuy makes air filters for $2 and sells them for $12
“We manufacture an air filter for about two dollars and sell it on average for 12.”
Disclosure
Filterbuy fulfills 100% of its Amazon orders directly
“We fulfill a hundred percent of our orders on Amazon.”
Assertion Supported
Filterbuy launches in 505 Walmart stores
“We just launched in 505 Walmarts and really have a big retail strategy going forward.”
Disclosure
Filterbuy targets $42M in marketing spend after $38M year
“Our budget next year is forty-two million dollars for our marketing in general. So, like, we've spent about 40, it's a forty-two million dollar line item for us. At least going into next year, I think it was thirty-eight million dollars this year.”
Disclosure
Filterbuy sells 10,000 to 20,000 units weekly in 505 Walmart stores
“We now are selling between 10 and 20,000 units a week in Walmart, and that's 10 to 20,000 new to potential new to brand customers a week that we are reaching just in our kind of trial, 505 store period in Walmart.”
Assertion Not checkable as stated
Filterbuy lost $2 million on Prime Day due to an Amazon glitch
“We had a big Prime deal that was running, and by some glitch of the system I got a call at three o'clock in the morning from someone at Amazon that our deal was not running, and they were looking at fixing it. I got up, started monitoring it, and by nine o'clo…”
Disclosure
Starting a freight business during COVID was a big mistake
“Like I started a freight business during COVID, and that I could kind of squint and say made sense because I'm in the logistics business after all, right? But, it ended up being a big mistake”
Disclosure
Heacock liquidated Filterbuy's truck fleet in 2023, losing millions
“Ultimately, I liquidated all of those trucks at the end of twenty-twenty-three. All in, that probably was a three or four million dollar mistake on my side.”
Assertion Not checkable as stated
Filterbuy has sold to roughly eight million unique US residences
“We have sold to Somewhere around eight million unique residences across the country.”
Disclosure
Building a public personal brand burns alternative career options
“And, you know, a big motivation for me going so public with my personal brand in the last couple of months is Really about burning the boats behind me because, you know, I'm on a mission to build the world's leading indoor air quality company, and, you know, I…”
Disclosure
Heacock commuted NYC to Alabama weekly for Filterbuy's first three years
“I actually kept a car in Atlanta at the, you know, parking go where I would go there on Monday morning and then drive from Atlanta to Talladega. It's about a two hour drive. And I would stay there Monday through Friday and come back, and so for the first three…”
Disclosure
Heacock rejects labeling Filterbuy a D2C brand
“I do not want to be considered a direct to consumer brand. I want to be an indoor air quality brand. I mean, that, that's really what I want to be because I think direct to consumer is so limiting.”
Disclosure
Heacock spent his last $55,000 on a hot glue laminator
“I spent, you know, like, 55,000 dollars, probably close to the last 55 grand I had to buy that, that hot glue laminator.”
