Mike Pfeiffer by no means deliberate on being an ecommerce service provider. An online developer, he hoped to develop his YouTube channel, Final Line of Protection, reviewing firearms and equipment. On the aspect, in 2015, he made just a few holsters and talked about them in his movies.
He advised me, “I’d discuss them within the context of different opinions. My followers began asking if they may purchase one.”
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 total dialog is embedded beneath. 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 out of doors and journey gear.
Once 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 found out find out how to make holsters and began producing them for myself at residence in another way from what anyone else was promoting.
I used a fabric known as Kydex, a sort of plastic bought in skinny sheets that you just warmth and vacuum-form. Initially, I used a foam strain type — a do-it-yourself hobbyist model. I purchased the supplies and made a few holsters for my very own use.
Then I discussed them just a few instances on my YouTube movies. I’d discuss them within the context of different opinions. My followers began asking if they may purchase one. 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: Nearly 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 attempting to launch an ecommerce enterprise. I had the mentality of doing it on the aspect till it went away. Nevertheless it didn’t go away.
I labored full-time as a developer whereas attempting to begin my YouTube channel and promoting holsters by 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, but it surely was clunky.
It required a bunch of attributes. A buyer may choose the firearm, select a colour, and designate right-hand or left — a variety of particulars. Shopify and BigCommerce may 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 location. I used to be advertising and marketing holsters organically by my YouTube channel. To today, I’ve not marketed. I haven’t despatched holsters out for opinions or purchased advertisements. Plus, promoting firearms-related merchandise is troublesome.
Bandholz: Why is it troublesome?
Pfeiffer: A lot of the issue pertains to the pictures. I’ve to point out weapons with my holsters. If I’m promoting a Glock holster, I have to say it’s a Glock holster. However “Glock” could possibly be a flagged picture or phrase that blocks the advert from going stay. It turns into tough.
Plus, ecommerce platforms have restrictions. I didn’t construct on Shopify, and my product doesn’t go towards that firm’s phrases, but it surely does fall right into a grey space.
Regardless, the corporate went from grossing $50,000 within the first yr to $500,000 now. It simply saved rising organically.
This yr is the primary yr that my income can 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 out of doors gear broadly.
Prospects these days are largely recurring companies and people coming from natural search on Google.
Bandholz: What’s your aggressive benefit?
Pfeiffer: We’ve got to be related. The Glock 19 has been the principle concealed-carry gun for years. I’ve stocked holsters for the preferred fashions. However many new weapons have appeared within the final couple of years. I haven’t saved up with producing holsters for them.
I’ve let the corporate grow to be slightly stagnant. The YouTube channel is my major 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-about promoting to deal with YouTube?
Pfeiffer: It’s an possibility. I’ve thought-about it. However I don’t need to let the enterprise go. I benefit from the manufacturing course of. I need to increase past holsters into preparedness gear. I would design a medical equipment or pouch that works completely in a Tacoma pickup, for instance. I’d wish to make extra merchandise for myself that others need to purchase.
The problem is time. I’m the final contractor for our home that’s beneath development. I run the YouTube channel. I’ve a child coming in January. I’ll preserve the holster firm going however most likely received’t make new stuff till subsequent yr. My brother, a CAD designer, needs to assist. He advised me, “Hey, let’s make this holster empire a factor.”
Bandholz: The place can individuals attain out and assist you?
Pfeiffer: Our web site is Llod.us. My YouTube channel is @lastlineofdefense. I’m additionally @lastlineofdefense on Instagram.
