Assertion certainty 4/5 debate potential 1/5

Larsson's two flagship e-commerce brands generated $6.5M over 12 months

Tanner Larsson · EP 481: 4400 Flashlights Sold, $79 Price, $23 COGS, 55% Net Margin with TrueGunner CEO Tanner Larsson · Nov 17, 2016 · at 3:21

Tanner Larsson, e-commerce entrepreneur and author, details the trailing 12-month revenue performance of his kitchenware and tactical gear brands to host Nathan Latka.

0:00 / 0:14exact quote · 14.8s
720p mp4 · rendered on demand · StarZero watermark
“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.”

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

Opinion
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”
Tanner Larsson Nov 17, 2016 ▶ 11:45 EP 481: 4400 Flashlights Sold, $79 Price, $23 COGS, 55% Net Margin with TrueGunner CEO Tanner Larsson
Insight
The tactical flashlight market lacked options between cheap and $300 tiers
“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 …”
Tanner Larsson Nov 17, 2016 ▶ 4:42 EP 481: 4400 Flashlights Sold, $79 Price, $23 COGS, 55% Net Margin with TrueGunner CEO Tanner Larsson
Disclosure
Larsson self-funded 99% of TrueGunner's M600 flashlight product line
“Actually, 99% of it came from me”
Tanner Larsson Nov 17, 2016 ▶ 9:50 EP 481: 4400 Flashlights Sold, $79 Price, $23 COGS, 55% Net Margin with TrueGunner CEO Tanner Larsson
Disclosure
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.”
Tanner Larsson Nov 17, 2016 ▶ 11:29 EP 481: 4400 Flashlights Sold, $79 Price, $23 COGS, 55% Net Margin with TrueGunner CEO Tanner Larsson
Disclosure
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…”
Tanner Larsson Nov 17, 2016 ▶ 5:35 EP 481: 4400 Flashlights Sold, $79 Price, $23 COGS, 55% Net Margin with TrueGunner CEO Tanner Larsson
Assertion Not checkable as stated
TrueGunner's flashlight landed cost from China is $20 to $23
“Right now, we're about 20 to 20 to 23 dollars manufactured and landed here in our warehouse from China.”
Tanner Larsson Nov 17, 2016 ▶ 6:11 EP 481: 4400 Flashlights Sold, $79 Price, $23 COGS, 55% Net Margin with TrueGunner CEO Tanner Larsson
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