The tactical flashlight market lacked options between cheap and $300 tiers
Tanner Larsson · EP 481: 4400 Flashlights Sold, $79 Price, $23 COGS, 55% Net Margin with TrueGunner CEO Tanner Larsson · Nov 17, 2016 · at 4:42
Tanner Larsson, CEO of TrueGunner, discusses market gap identification and product positioning in the tactical gear industry.
0:00 / 0:15exact quote · 15.8s
720p mp4 · rendered on demand · StarZero watermark
“In the flashlight market for the second amendment brand, we found that there was a gap between the lower priced entry-level flashlights and then the super cool tactical, you know, flashlights. There was nothing in the middle. But a lot of the guys didn't want to spend three to 400 dollars on a flashlight, but they still wanted a good flashlight.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Tanner Larsson
TrueGunner abandoned UltraCart due to frequent code breakages and poor support
“Ultra ultra cart was what we were using for a long time, but it's just, it's, there's too many problems with their coding that, that breaks all the time. And we, their support just doesn't seem to fix it. So we've had to migrate back to infusion soft”
Larsson self-funded 99% of TrueGunner's M600 flashlight product line
“Actually, 99% of it came from me”
TrueGunner drives all traffic through sales funnels rather than storefronts
“We have the storefront simply for presence and credibility, but we drive all of our traffic through funnels.”
Larsson's two flagship e-commerce brands generated $6.5M over 12 months
“The two big brands, one's a kitchen brand and one is a second amendment pro gun type brand. That one has those two together have done Right around six and a half million and over the last 12 months.”
TrueGunner acquires customers using a $9 to $19 pocket pen light
“We do a lot of free plus shipping offers on the front end or discounted offers. So we have a pen light flashlight that That is a, like the one you stick in your pocket and that gets them in the door at around a, either a nine to 19 dollar price point. And then…”