BallisticArmorCo is a really exciting eCommerce concept in the armor space with big opportunities to sell both to individuals and as a wholesale product to governmental organizations.
Watch the video below to learn a bit more about the business.
Tell us a little about yourself. What’s your background? What excited you about this site when you originally purchased it?
We were excited about the potential for growth! The original owner was not accepting bulk orders from police or municipal departments, and was not doing any digital advertising. Both of those avenues were great opportunities for improvement. Also, the site was on Woocommerce with amature photography; upgrading to Shopify was a big win. We grew the business from 75k / year to over 800k in 2020.
Are there any legal / regulatory issues to consider with your products?
The products are ballistic, and there are some legal restrictions concerning suppliers from other countries. We’ve identified a new supplier that can legally do business with us, but we have not yet sent a purchase order. The issue with our previous supplier was related to a change in the Chinese law, not American.
How have you marketed your products in the past? What has worked? What hasn’t? Who would you say is the target market for your products?
Our digital advertising efforts have had an incredible return. In the peak months, we were seeing a 13x return on ad spend with Google and an 8x return with Facebook. I don’t believe we’ve reached the limit here. Our target market is police & sheriff departments, as well as individual consumers who are looking to upgrade their arsenal.
How much time does it take to run the business, who else is needed on the team, and what is automated?
Right now it takes about 60 hours per week. The main responsibilities are customer service and shipping. We also monitor inventory and create purchase orders with our supplier. The advertising is handled by an external vendor, and the orders are handled through Shopify. We also offer a military discount, and the military IDs are verified automatically through a SaaS plugin.
Are there multiple options for the new owner to bring on a supplier or is the Dutch company one of few available? Is that deal signature ready?
Yes, the deal is signature ready. We did not move forward because we became concerned with the political situation in America, and we didn’t want to be supplying the wrong users with gear (personal reasons).
We also believe there may be other product opportunities, including affiliate deals with U.S. manufacturers of helmets and other ballistic products. I have a list of relationships that we’ve explored.
Can you list a few opportunities for a potential new owner to continue growing the business?
Digital advertising and affiliate products would be my top priorities as a new owner. Set up an affiliate product, and advertise a pre-sale discount to gauge interest. Our traffic and conversion numbers were excellent during peak season, and our digital advertising had an amazing return. I will attach the reports from our ad agency for context (please do not share publicly).
I also believe there is great potential for new products with a higher margin. We only offered one main ballistic product; helmets. Fabric accessories like plate carriers and helmet covers had a margin of over 75%.