Frontline Optics

How a Firefighter's Sunglasses Business Hit $1M in Sales

Founded By

Mike Ettenberg

Starting Costs

$5K

Founders

Profitable

Yes

Year Started

2021

Customer

B2B & B2C

Founded By
Mike Ettenberg: Starting Costs
$5K

Founders
1: Profitable
Yes

Year Started
2021: Customer
B2B & B2C

Who is Mike Ettenberg?

Mike Ettenberg, the founder of Frontline Optics, hails from Santa Barbara, California, and transitioned from a decade-long career as a firefighter and EMS worker in San Diego to entrepreneurship. He attended San Diego State University, where he pursued his passion for innovative solutions, creating durable sunglasses tailored for first responders.

Mike Ettenberg, the founder of Frontline Optics

What problem does Frontline Optics solve?

Frontline Optics provides durable and stylish sunglasses designed to withstand the demanding conditions faced by first responders, offering a practical solution where ordinary sunglasses frequently get damaged, making them essential for the job.

Frontline Optics

How did Mike come up with the idea for Frontline Optics?

Mike Ettenberg's venture, Frontline Optics, emerged from his firsthand frustration as a firefighter. During his ten-year stint in the fire service, his expensive sunglasses frequently got damaged due to the demanding environment. Realizing that there were no eyewear brands specifically catering to frontline workers, he identified a clear gap in the market.

Determined to solve this problem, Mike educated himself in essential areas like marketing, sales, and manufacturing. He started by briefing himself on the basics and set aside $5,000 of his savings to invest in developing a more durable and affordable sunglasses line. Each design iteration brought improvements, guided by direct feedback from first responders who understood the challenges.

Mike's approach involved taking critical lessons from early missteps and paying close attention to the needs of his target market. This enabled him to refine his product into something that was not only tough and reliable but also offered at a price point that made sense for fellow first responders.

How did Mike build the initial version of Frontline Optics?

Mike Ettenberg, the founder of Frontline Optics, began the development process with a modest $5,000 investment and aimed to create sunglasses that could withstand the rigors faced by first responders. He leveraged his experience from his former career as a firefighter to ensure the durability of his product under harsh conditions. The manufacturing process started with Mike researching and selecting a small foreign factory, which allowed for customizing components like lenses and hinges to match the quality of existing high-end sunglasses while staying cost-effective. Testing and iteration were intensive as Mike aimed to ensure the sunglasses were both functional and stylish, which took about six months before everything met his standards. Building these durable sunglasses was more challenging than he initially thought, primarily because of the learning curve associated with understanding the detailed optics and material specifications required to differentiate his brand in a crowded market.

What were the initial startup costs for Frontline Optics?

Initial Investment: Mike Ettenberg started Frontline Optics with a $5,000 investment to create durable sunglasses for first responders.

What was the growth strategy for Frontline Optics and how did they scale?

Frontline Optics has leveraged social media, especially platforms like TikTok, for a significant part of their growth strategy. An engaging TikTok video featured sunglasses being dropped from a fire engine with a hook that grabbed viewers' attention. This video gained considerable traction, which led to increased recognition and a marked uptick in sales. Social media marketing was further complemented by digital ads, primarily using platforms such as Meta (Facebook and Instagram) and Google. These ads reached a wide audience of first responders and others interested in durable eyewear.

embed:tiktok

Why it worked: The success on TikTok and other social media platforms comes from capturing the interest of their target audience with engaging content. The use of TikTok was particularly effective due to its algorithm that favors creative and engaging short videos, allowing the brand to go viral among users who relate to the first responder lifestyle.

Charitable Component

Frontline Optics integrates a charitable aspect into its business model by donating a portion of its revenue to the First Responders Children's Foundation. This initiative not only aids in community building but also strengthens brand loyalty and attracts customers who value companies that give back.

Why it worked: This strategy resonated with customers, especially first responders and their families, who appreciate and support businesses that contribute to causes they care about. It enhances the brand's image and fosters a deeper connection with its audience, encouraging repeat purchases and word-of-mouth promotion.

Direct Community Engagement

The brand's founder, Mike Ettenberg, leveraged his personal connection to the first responder community to build a network of trust and reliability. By focusing initially on first responders and gradually expanding to aviation professionals, Frontline Optics was able to target niche customer bases with specific needs.

Why it worked: Ettenberg's background as a firefighter allowed him to understand the unique challenges and needs of his customer base, enabling him to design products and marketing strategies that directly addressed those needs. This direct engagement and understanding fostered strong community ties, enhancing brand authenticity and customer retention.

Event Sponsorship and Partnerships

Frontline Optics engaged in strategic partnerships and sponsorships, like their collaboration with a NASCAR team, to raise brand awareness. Such events allowed the brand to reach a broader audience through collaborations with other fire service-related products and content creators.

Why it worked: Sponsoring events and partnerships with relevant businesses helped the brand to be more visible and credible. By associating with known events and influencers within the community, they increased their brand's reach and reinforced their commitment to serving the first responder community.

What's the pricing strategy for Frontline Optics?

Frontline Optics offers durable sunglasses at approximately $70 per pair, with a no-questions-asked one-time replacement policy, ensuring affordability and reliability for first responders.

What were the biggest lessons learned from building Frontline Optics?

Learn and Adapt: Mike Ettenberg faced the challenge of designing durable sunglasses for first responders, something he had no previous experience in. By starting small and iterating based on both failures and successes, he navigated industry-specific challenges and learned from them, emphasizing the importance of adapting and pivoting as you grow.
Embrace Feedback: Customer reviews, especially the negative ones, were key to understanding product shortcomings. Instead of shying away from criticism, Mike used it to refine his offerings, demonstrating the value of actively listening to consumer feedback to improve and evolve.
Balance Life and Work: Juggling family life and the demanding schedule of a firefighter, Ettenberg learned that personal well-being shouldn't be sacrificed for a profession. This lesson highlights the importance of maintaining work-life balance while pursuing entrepreneurial ambitions.
Harness Unique Strengths: Leveraging his experience as a firefighter, Ettenberg tailored his product directly to a niche market with specific requirements. This approach underscores the value of using one's unique background and expertise to identify and fill gaps in the market.
Start and Innovate: Ettenberg took the plunge into entrepreneurship with limited resources by simply starting and innovating as he progressed. He realized that waiting for the perfect moment could lead to inaction, so he encouraged taking the first step and learning through the journey.

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