Boss Security Screens

How James Kerr Built Boss Security Screens to $8M/Year in 6 Years

Founded By

James Kerr

Monthly Revenue

$6.67M

Founders

Profitable

Yes

Year Started

2019

Customer

B2B & B2C

Founded By
James Kerr: Monthly Revenue
$6.67M

Founders
1: Profitable
Yes

Year Started
2019: Customer
B2B & B2C

Who is James Kerr?

James Kerr, the founder of Boss Security Screens, is a mechanical engineer with a background in IT consulting and data security. Originally from a farm in the U.S., he has also taught martial arts to kids and authored several books.

What problem does Boss Security Screens solve?

Boss Security Screens solves the problem of home security by providing nearly invisible screens that keep intruders out without compromising aesthetics, offering peace of mind to homeowners worried about safety.

Boss Security

How did James come up with the idea for Boss Security Screens?

James noticed a problem when his wife expressed concerns about feeling unsafe while he was away on business trips. Knowing she didn't want a gun or a protection dog, James, with his mechanical engineering background, started thinking about a solution that could provide security without the drawbacks of traditional methods.

His thought process led him to consider alternatives that could enhance security without compromising the aesthetics of a home, like the unattractive bars or inconvenient rolling shutters. After researching, he landed on the idea of a robust security screen that could function like a typical solar screen but was much stronger.

To confirm this idea, James researched and gathered insights into what people needed for home security. He aimed for a solution that could provide peace of mind, addressing the timeless need for security without disrupting daily life. He refined his idea through this understanding, creating a product that both looks modern and offers superior security.

How did James Kerr build the initial version of Boss Security Screens?

James Kerr, the founder of Boss Security Screens, leveraged his mechanical engineering background to meticulously design security screens that look like conventional solar screens but are stronger than bars. The development process involved fixing on materials that provide maximum security, utilizing stainless steel mesh often used in the oil industry due to its durability and resilience. These materials were then fabricated into security screens that are custom-made in the USA, ensuring quality craftsmanship. The initial prototype went through rigorous testing, involving scenarios simulating break-ins to guarantee its effectiveness. This development phase took around six to eight weeks for production per batch, alongside ongoing adjustments and improvements based on user feedback. The process was challenging, requiring careful navigation through manufacturing timelines and quality assurance to meet the high standards Kerr intended for a robust security solution.

What was the growth strategy for Boss Security Screens and how did they scale?

Facebook Advertising

Boss Security Screens leverages Facebook as their primary marketing channel. They spend around $80,000 a month on various online advertising efforts, with Facebook serving as the top-of-funnel strategy. On this platform, Boss Security Screens captures the attention of potential customers by showcasing the value and necessity of their security screens. They use a structured funnel approach that begins with raising awareness, followed by educating prospects about their product's features and benefits. This method allows them to effectively reach and convert those who are most likely to be interested in home security solutions.

Boss Security Systems

Why it worked: Facebook's extensive user base and sophisticated ad targeting features allow Boss Security Screens to reach a wide audience while pinpointing those likely to prioritize home security. The structured funnel approach ensures that prospects are educated and convinced of the product's value as they move through the buying process, resulting in higher conversion rates.

Google AdWords

Alongside Facebook ads, Boss Security Screens employs Google AdWords to sustain and deepen their advertising campaigns. This platform is instrumental in reaching potential customers who are actively searching for security solutions online. By using targeted keywords and search terms related to home security and screen doors, Boss Security Screens can capture qualified leads who already have a clear interest in or need for their products.

Why it worked: Google AdWords allows Boss Security Screens to target users with high purchase intent since these individuals are actively searching for security products. This method validates the interest in security screens and drives qualified traffic to their website, increasing the likelihood of conversions.

Referral Program

Through a referral program, Boss Security Screens incentivizes satisfied customers to spread the word by offering monetary incentives for referrals. This strategy is effective for generating low-cost leads due to the inherent trust built through personal recommendations.

Why it worked: Referrals inherently carry more trust and credibility compared to traditional advertisements, as potential customers are more likely to value the opinion of someone they know. By incentivizing referrals, Boss Security Screens taps into this trust factor to widen their customer base and generate high-conversion leads with relatively low acquisition costs.

What's the pricing strategy for Boss Security Screens?

Boss Security Screens prices its security doors starting at $2,000 and window screens from $1,000 each, with average residential projects costing around $10,000.

What were the biggest lessons learned from building Boss Security Screens?

Adapt and Persevere: Boss Security Screens overcame scaling challenges by reevaluating their growth approach and focusing on building a solid team foundation, enabling them to better serve customers.
Value Alignment in Teams: Success came from hiring team members who shared core values and a scrappy attitude, ensuring everyone was aligned and driven toward the same mission.
Referral Power: By incentivizing referrals, they lowered customer acquisition costs and enhanced conversion rates, showing that satisfied customers are your best marketers.
Resilience is Crucial: Founder James Kerr highlights resilience, drawing parallels with his own life challenges, emphasizing that persistence and the ability to adapt are key to overcoming business hurdles.
Quality Over Price: Emphasizing premium products and services at a higher price point rather than engaging in price wars allowed them to consistently deliver excellence, attracting customers willing to pay for superior security measures.

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