The Side Hustle Show Episode 649: This Firefighter’s Side Hustle Grew to $1M in Sales

Host: Nick Loper
Guest: Mike Ettenberg, Founder of Frontline Optics
Release Date: January 2, 2025
Podcast: The Side Hustle Show by Side Hustle Nation | YAP Media

Introduction

In Episode 649 of The Side Hustle Show, host Nick Loper welcomes Mike Ettenberg, a former firefighter who transformed his frustration with scratched and broken sunglasses into a thriving business, Frontline Optics. What began as a side hustle has skyrocketed to over $1 million in sales, showcasing the power of identifying a niche market and executing a strategic marketing plan.

Origin Story: Scratching the Right Itch [02:04]

Mike Ettenberg shares the inspiration behind Frontline Optics. As a firefighter, Mike faced the constant issue of his expensive sunglasses getting damaged during work. “I was consistently finding my sunglasses had been scratched or broken… figured there had to be a better way” (02:04).

Recognizing a gap in the market, Mike decided to create durable, scratch-resistant sunglasses tailored specifically for first responders. While alternatives existed, none were marketed directly to his unique audience. “There was nothing that was really marketed directly towards first responders,” Mike explains (03:08).

Product Development: From Concept to Creation [04:24]

Frontline Optics focuses on creating sunglasses that withstand the rigorous demands of first responders. Mike emphasizes the importance of quality and durability, backed by a generous replacement program: “If you lose them, you break them, anything happens, we'll replace it one time, no questions asked” (04:24). This guarantee provides peace of mind for users who rely on their gear daily.

Initially, Mike invested $5,000 to produce 300 pairs of sunglasses. This initial batch laid the foundation for testing the market and refining the product based on feedback. “300 pairs of sunglasses and then the foundation that everyone needs to kind of get the ball rolling” (06:27).

Building the Brand: Shopify and Early Marketing [07:06]

With limited business experience, Mike leveraged Shopify to set up his online store, relying on platforms like Fiverr for affordable design tasks. “It's pretty plug and play, but there's obviously aspects of it that are challenging” (07:06). Early marketing efforts were organic, utilizing social media posts and hashtags tailored to the first responder community, such as #firstresponder and #firefighter.

Mike recounts the excitement and vulnerability of receiving the first customer order, highlighting the importance of genuine support from friends and family. “I truly acquired your first customer is a pretty special Moment” (08:32).

Marketing Strategy: Micro-Influencers and Social Media [15:03]

A pivotal element of Frontline Optics' growth was Mike’s micro-influencer strategy. He sent out over a thousand free pairs of sunglasses to influencers within the first responder community, often in exchange for social media posts and shout-outs. “It was simply, hey, you know, I'm Mike, this is my company… if you like it, share it with your audience” (15:03). This approach not only built goodwill but also expanded the brand’s reach organically.

Mike targeted influencers with follower counts between 3,000 to 5,000, striking a balance between reach and engagement. “Somehow, when you find one, the algorithm will recommend you to another” (17:04).

Transition to Paid Advertising: TikTok and Meta [21:02]

As organic growth plateaued, Mike ventured into paid advertising. Initial attempts on Meta (Facebook and Instagram) focusing on traffic ads yielded high site visits but low conversions. Recognizing the need for more effective strategies, Mike discovered TikTok’s potential. A viral TikTok video featuring his sunglasses led to an explosive increase in sales. “That was the power of one viral video” (24:07).

Despite challenges with TikTok's evolving algorithms, Mike shifted focus back to Meta for more consistent results. Utilizing both video and image ads, he optimized for website visitors and leveraged Meta’s advanced targeting options, including 2% lookalike audiences, to enhance ad performance. “We have a 2% lookalike on all of those things and the type of creative that works with what's” (34:03).

Handling Growth: Fulfillment and Customer Engagement [10:08]

In the early stages, Mike managed fulfillment from home, involving his family in packing and shipping orders. As sales grew, third-party logistics (3PL) became essential, allowing Frontline Optics to scale without sacrificing quality. Beyond fulfillment, Mike prioritized customer engagement by personally thanking each customer with a video message using the Bonjouro app. “I personally thank everybody who buys a pair of sunglasses from us with a video from me” (43:55).

This personal touch not only enhances customer experience but also promotes brand loyalty, transforming one-time buyers into repeat customers.

Challenges and Learning: Navigating Black Friday and Seasonality [47:21]

Frontline Optics faced setbacks, notably during Black Friday when a heavy ad spend did not translate into profitable sales. “It did not work… we spent a lot of money to kind of get there there” (47:21). This experience taught Mike the importance of aligning marketing strategies with data-driven insights rather than emotional decisions.

Seasonality also plays a role, with peak sales from April to September. Mike emphasizes the need to adapt strategies to capitalize on favorable weather and consumer behavior patterns.

Becoming Full-Time: Leaving the Fire Service [40:56]

The growth of Frontline Optics reached a tipping point when Mike realized he could no longer balance his firefighting duties with his burgeoning business. An unexpected call requiring his immediate return from a business trip underscored the unsustainable nature of juggling both roles. “We started to go down this new venture and we did, we jumped off the cliff” (42:45).

Ultimately, Mike transitioned to focus entirely on Frontline Optics, dedicating one day a week to teaching EMT and paramedic courses, ensuring a balanced yet committed approach to his passions.

Current Operations and Future Plans [49:09]

Today, Frontline Optics operates with a streamlined team:

• Marketing: Managed primarily by Mike with assistance, utilizing tools like Uppromote for the ambassador program.
• Fulfillment: Outsourced to third-party logistics to handle increased order volumes.
• Customer Engagement: Continued personal thank-you videos to maintain strong customer relationships.

Looking ahead, Mike aims to achieve ANZ Z87+ certification, enabling the sunglasses to qualify as official protective eyewear for government and military contracts. This certification will open doors to large-scale procurement opportunities, significantly expanding the business's reach and impact.

Key Takeaways and Lessons Learned

1. Identify a Niche and Solve a Personal Pain Point: Mike's firsthand experience as a firefighter highlighted the need for durable sunglasses, allowing him to create a product that resonates deeply with his target audience.

   “There has got to be a better way… make sunglasses that are directly marketed towards first responders” (03:08).

2. Leverage Micro-Influencers for Authentic Growth: Sending free products to micro-influencers within the target community built trust and expanded brand visibility organically.

   “I'm sending about 10 to 20 a month to keep that dream moving” (17:44).

3. Adapt Marketing Strategies Based on Data: Transitioning from organic growth to paid advertising on platforms like TikTok and Meta, and learning from failures to refine strategies.

   “The most important, make sure you, you have a good, solid mindset” (50:47).

4. Personalize Customer Experience: Personal thank-you messages and exceptional customer service foster loyalty and enhance lifetime value.

   “Take an impersonal transaction and make it personal” (43:57).

5. Balance and Prioritize: Knowing when to transition from a side hustle to a full-time venture is crucial for sustained growth and personal fulfillment.

   “Maybe, maybe the fire service isn't for us anymore” (42:45).

Conclusion

Mike Ettenberg’s journey from firefighter to full-time entrepreneur is a compelling testament to the power of addressing a specific need within a niche market. Through strategic marketing, authentic engagement, and resilience in the face of challenges, Frontline Optics has established itself as a trusted brand among first responders. Mike’s experience underscores the importance of mindset, adaptability, and unwavering commitment in turning a side hustle into a thriving business.

For first responders or anyone passionate about creating impactful products, Mike's story offers invaluable insights into building a brand that not only meets a critical need but also fosters a loyal and supportive community.

Discover Frontline Optics:
Visit frontlineoptics.com to explore durable, scratch-resistant sunglasses designed specifically for first responders. Whether you're a firefighter, paramedic, or involved in any uniformed service, Frontline Optics offers quality eyewear that stands up to the demands of your profession.

This summary is based on the transcript of Episode 649 of The Side Hustle Show. For a more in-depth understanding, listen to the full episode available on The Side Hustle Show.