Website Closers® presents a thriving eCommerce business with a strong base among gun owners, hunters, sportsmen, and those who want to engage in firearms training from the comfort of their home. Innovating fresh niches in a tried-and-true field, this brand armed itself against the competition by designing its own Patent-Pending Laser Firearm Training products. Customers looking to practice their shooting skills can use these groundbreaking products to do so at home, using lasers instead of live ammo. Eight unique and proprietary SKUs appeal to customers who recognize how much money they could save on range fees and expensive ammunition, which can exceed thousands of dollars over the course of a year. While this brand has appealed primarily to men, they have a fast-growing customer base among women, which now represents 20% of their sales … and rising. Packaging their laser-based ammo with a Proprietary Application (Smart Phone App) they have developed for their products puts this target-practice brand in a lane all their own. Amateurs and sharpshooters alike love being able to track and store progress in the App from previous sessions, and they consistently praise this product for helping them hone their skills rapidly.
Operating in a lucrative field, surveys indicate that 42% of Americans either own a gun or live in a household with someone who does. Gun purchases have hit historic highs in recent years, and though the U.S. has just 4% of the world’s population, Americans own 40% of civilian-owned guns globally. A total of 393 million registered guns ranks the U.S. number one in firearms per capita and indicates no shortage of potential clients for this gripping opportunity. In the past five years, the shooting range industry has also experienced massive growth, and this brand has more than enough ammunition to take over the field of recreational and practice shooting. As range fees rise and concerns about public gun safety take center stage, this brand has been able to introduce the concept of safely and effectively engaging in target practice while at home. This audience has marked room to grow amongst stay-at-home moms, as well, as the National Shooting Sports Foundation reports that women’s participation in firearm sports increased more than 81% in this period.
Founded in 2019, a line of 100% proprietary SKUs each with patents pending have blasted this company forward to success. Their top selling product quickly became their .38 Special Laser bullet, which can be shot from 25 to 100 yards. It is designed for indoor use, outside of the sunlight that can make it difficult for the app to recognize a laser strike against the target. The brand has expanded its product line and now sells laser cartridges and accessories such as a carry case to keep their targets, phone mount, and laser cartridges organized and protected from damage. With an Average Order Value of $112, sales have been rising quickly … they are now achieving between 150 and 300 shipments a day. Margins now sit comfortably at 61%.
Today, the Lifetime Value of their Customers (LTV) is $129, with customer demographics targeting adults of all ages as well as households making over $110,000. Highly enthusiastic reviews and a rising 10% Repeat Customer Rate speak to the tremendous popularity of this brand, contributing to a sales volume so steep that inventory orders must be placed as often as every two months.
The company recently launched through Seller Central on Amazon as well, and sales from that channel are projected to soon make up 20% of earnings. Rapidly growing to target new audiences, B2B sales have become a major opportunity for scale. Partnerships with 20 major retailers including Bass Pro Shop, Dicks Sporting Goods, and others have bolstered wholesale sales, while active negotiations with the U.S. Air Force and the Los Angeles Police Department to develop training software mean the hope of rising sales well into the future.
A strong social media presence, with 26,000+ followers on Instagram and 4,800+ Facebook followers, is a key element of their targeted marketing strategy. These websites have worked in tandem with their SEO program have played an enormous role in boosting the site’s organic traffic. They see over 130,000 online visitors every month and enjoy a substantial conversion rate. The brand also runs paid media on Facebook and Google, and advertises with media partners within the firearm industry, on television, and in magazines.
Already on target for rapid growth, a new target launching in late 2021 is planned to further expand their existing lucrative line-up. Selling for $199, this new SKU is designed to work alongside their new, premium app subscription program launching at $9.99 per month. In addition to products in production, a line-up of bright ideas are also in the research and development phase.
An international expansion is being planned as well, with the brand now launching distributions in Canada, Europe, the UK and Australia, which should send profitability soaring next year.
For even more rapid scale, their B2B program was launched in August 2021 and purchase orders quickly came in from 20 independent stores in just 30 days. There is huge potential to expand the number of retailers they sell to.
The company plans to launch a new website in 2021, and they have an email database with more than 100,000+ subscribers, which could be used for effective email marketing campaigns. Coupled with a knock-out blog and affiliate marketing with arms retailers, this marketing strategy could be charged up to a whole new level.
This is a very strong business, having accomplished so much success in just two years, and now laying the groundwork for a rapid expansion. If an investor is looking for a prime opportunity to delve into the recreational shooting field, this could be their shot.
