Mike Pfeiffer by no means deliberate on being an ecommerce service provider. An internet developer, he hoped to develop his YouTube channel, Final Line of Protection, reviewing firearms and equipment. On the facet in 2015 he made a number of holsters.
He instructed me, “I discussed the holsters a number of occasions on my YouTube movies. My followers began asking if they might purchase them.”
Quick ahead to 2022, and Final Line of Protection is greater than a YouTube channel. It’s a Drupal-powered direct-to-consumer ecommerce enterprise promoting firearm holsters, with annual income of $500,000.
I not too long ago sat down with Pfieffer, discussing his journey. The audio of our complete dialog is embedded under. The transcript is edited for size and readability.
Eric Bandholz: Inform us about your self.
Mike Pfeiffer: I’m the founder and proprietor of Final Line of Protection, a small on-line operation that makes and sells gun holsters. I’m largely identified for my YouTube channel, the place I evaluate outside and journey gear.
After I began the channel in 2015, I used to be seeking to purchase a holster for my hid carry, however there was nothing appropriate in the marketplace. I discovered how one can make holsters and began producing them for myself at dwelling in another way from what anyone else was promoting.
I used a cloth referred to as Kydex, a sort of plastic bought in skinny sheets that you just warmth and vacuum-form. Initially, I used a foam stress type — a do-it-yourself hobbyist model. I purchased the supplies and made a few holsters for my very own use.
Then I discussed the holsters a number of occasions on my YouTube movies. I’d discuss them within the context of different critiques. My followers began asking if they might purchase them. My preliminary response was, “No, that is simply one thing I made for myself.” I by no means had the intention of promoting them.
Bandholz: Virtually a distraction.
Pfeiffer: Sure, it was. My background is in back-end growth. I used to be an online developer. I used to be not making an attempt to launch an ecommerce enterprise. I had the mentality of doing it on the facet till it went away. But it surely didn’t go away.
I labored full-time as a developer whereas making an attempt to begin my YouTube channel and promoting holsters by way of emails and PayPal. Finally I made a decision to make an ecommerce website.
I used to be acquainted with Drupal and its ecommerce element, Drupal Commerce. So I made my web site on that platform, however it was clunky.
It required a bunch of attributes. A buyer might choose the firearm, select a coloration, and designate right-hand or left — quite a lot of particulars. Shopify and BigCommerce might need been simpler. My aim was to get a web site up so I wouldn’t be emailing clients forwards and backwards.
So I launched the positioning. I used to be advertising and marketing holsters organically by way of my YouTube channel. To today, I’ve not marketed. I haven’t despatched holsters out for critiques or purchased advertisements. Plus, promoting firearms-related merchandise is troublesome.
Bandholz: Why is it troublesome?
Pfeiffer: A lot of the problem pertains to the photographs. I’ve to indicate weapons with my holsters. If I’m promoting a Glock holster, I must say it’s a Glock holster. However “Glock” may very well be a flagged picture or phrase that blocks the advert from going reside. It turns into difficult.
Plus, ecommerce platforms have restrictions. I didn’t construct on Shopify, and my product doesn’t go towards that firm’s phrases, however it does fall right into a grey space.
Regardless, the corporate went from grossing $50,000 within the first 12 months to $500,000 now. It simply stored rising organically.
This 12 months is the primary 12 months that my income will likely be decrease. The content material I create on YouTube is distant from what it was. I used to debate my holsters as a result of the movies have been associated. However I’ve shifted the channel’s focus to outside gear broadly.
Clients these days are largely recurring companies and folk coming from natural search on Google.
Bandholz: What’s your aggressive benefit?
Pfeiffer: We’ve to be related. The Glock 19 has been the principle concealed-carry gun for years. I’ve stocked holsters for the most well-liked fashions. However many new weapons have appeared within the final couple of years. I haven’t stored up with producing holsters for them.
I’ve let the corporate develop into a bit stagnant. The YouTube channel is my most important enterprise — reviewing gear and beta-testing merchandise for producers. Plus I’m not making holsters anymore myself. I outsource that process.
Bandholz: Have you ever thought of promoting to deal with YouTube?
Pfeiffer: It’s an choice. I’ve thought of it. However I don’t wish to let the enterprise go. I benefit from the manufacturing course of. I wish to develop past holsters into preparedness gear. I’d design a medical equipment or pouch that works completely in a Tacoma pickup, for instance. I’d prefer to make extra merchandise for myself that others wish to purchase.
The problem is time. I’m the overall contractor for our home that’s underneath development. I run the YouTube channel. I’ve a child coming in January. I’ll maintain the holster firm going however in all probability received’t make new stuff till subsequent 12 months. My brother, a CAD designer, desires to assist. He instructed me, “Hey, let’s make this holster empire a factor.”
Bandholz: The place can folks attain out and help you?
Pfeiffer: Our web site is Llod.us. My YouTube channel is @lastlineofdefense. I’m additionally @lastlineofdefense on Instagram.