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Byron Walker

Founder & CEO, Survival Frog · 1 appearance on the record.

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founderexecutiveauthorsurvivalfrog.com ↗

Byron Walker is the founder and CEO of Survival Frog, an e-commerce company providing outdoor survival gear and preparedness supplies. He is also the author of Small Business Turnaround Plan.

15statements → 10claims → 0claims resolved → 3.8/5average certainty → 1.2/5average debate potential → 9said about them ↓

10 not checkable as stated how the 10 claims stand · each chip opens the sources

1 prediction · 9 assertions · 3 insights · 2 disclosures · every statement was checked. The prediction and assertions are the 10 claims: statements the public record can support or contradict. 0 are resolved, and 10 name no date, number or outcome precise enough to check. Everything else (opinions, insights, what ifs, disclosures) can never be settled by the record, so it carries no assessment.

Everything Byron Walker said on Top Founders that made the record, most notable first. Filter by type, assessment or year in the ledger →

Insight
Paid email sponsorships typically convert at 3% to 5%
“Conversions obviously depends on the offer, but conversions typically around three to five percent.”
Byron Walker Aug 23, 2016 ▶ 5:18 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Insight
Email list brokers secure better ad pricing than going direct
“It's better and far better to go to a broker. I'm a list broker and the list broker is going to get you better pricing. You would think the middleman would, Somehow increase prices. No, they're, they get you a much better price.”
Byron Walker Aug 23, 2016 ▶ 7:05 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Insight
Drop shipping is great in concept but tough on profit
“Drop shipping great as a business model on concept, tough on profit.”
Byron Walker Aug 23, 2016 ▶ 9:32 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Assertion Not checkable as stated
Survival Frog generated $4.7M in revenue in 2015
“So we sell physical products in the survival and preparedness market like an e-commerce site. And we did 4.7 million last year.”
Byron Walker Aug 23, 2016 ▶ 1:48 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Assertion Not checkable as stated
Info product 'Sold Out After Crisis' did $20M in three years
“And we sold, I would say probably twenty million dollars worth over three years.”
Byron Walker Aug 23, 2016 ▶ 3:21 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Assertion Not checkable as stated
Over 500,000 customers purchased 'Sold Out After Crisis'
“Well over 500,000.”
Byron Walker Aug 23, 2016 ▶ 3:38 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Assertion Not checkable as stated
Pricing info products at $27 doubled conversions for Survival Frog
“We split test the price and 27 dollars doubled our conversions.”
Byron Walker Aug 23, 2016 ▶ 5:38 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Disclosure
Survival Frog achieved net profit margins around 30%
“Our profit margin net after everything was in the 30% range, so it was very healthy.”
Byron Walker Aug 23, 2016 ▶ 6:46 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Prediction Not checkable as stated
Survival Frog expanded its gross margin from 25% to 35%
“2015, our gross margin was 25%. Since we brought everything else in house and did a lot of other negotiating and a lot of different things, but we've been able to get it up to 35% so far this year, and I think we can jack it up another five percent once we mov…”
Byron Walker Aug 23, 2016 ▶ 9:49 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Assertion Not checkable as stated
Survival Frog flows 5% to 10% net margin to the bottom line
“We usually see about five to 10%, and I, it would be higher if we weren't growing.”
Byron Walker Aug 23, 2016 ▶ 10:21 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Assertion Not checkable as stated
Survival Frog pays $15 to $16 for $29.97 LifeStraw Go bottles
“Probably 15 to 16 dollars goes to the manufacturer. Then three dollars goes to shipping, because we typically factor in free shipping. And then we'll keep 10.”
Byron Walker Aug 23, 2016 ▶ 11:05 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Assertion Not checkable as stated
Survival Frog made over $500K in net profit in 2015
“A little over 500.”
Byron Walker Aug 23, 2016 ▶ 17:13 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Assertion Not checkable as stated
A valuation priced Survival Frog at a 4.8x net profit multiple
“Well, we got a valuation done on the business and they did 4.8 4.8 multiplier of net.”
Byron Walker Aug 23, 2016 ▶ 17:37 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Disclosure
Survival Frog flags unsold inventory at four months for marketing pushes or discounts
“And if we do get stuck with something that stays over four months, it's kind of our red flag. Then we'll look at doing a real concentrated marketing push on it. And then if that's just not gaining traction, we'll discount it.”
Byron Walker Aug 23, 2016 ▶ 12:25 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker
Assertion Not checkable as stated
Survival Frog grew total revenue 27% in 2015
“2015 was we grew 27% over 2014.”
Byron Walker Aug 23, 2016 ▶ 16:42 EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker

The other half of the tape: Byron Walker's own voice is left out of every number here. Other people bring the name up 9 times in 3 episodes on Top Founders. every mention, with the transcript →

Who brings them up most Nathan Latka 5Dan Faggella 4

Every mention by year

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2017 4 mentions in 1 episode
2016 5 mentions in 2 episodes 3 per episode

Appearances (1)

EpisodeDateSpeaking time
EP 395: Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Wal Aug 23, 2016 8m
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