I found the product while looking around online. I saw a high-end Japanese tool brand “TONE” selling them, but when I tried to buy they were sold out. Since I already had a relationship with a tool supplier I sent a photo to them and told them to get me tiered pricing based on specific quantities with packaging.

My supplier found the item and got me pricing. I did some quick math and figured that we could make some great money on the keychains so I pitched it to the CEO and we placed our initial order. At our landed cost, I was able to pull a 72% margin at retail, which meant our resellers could get in on the action as well. The initial order of this product sold out quickly as part of the holiday selling season and a subsequent order came in shortly after. The next round was slower-moving but sold out as well and was discontinued. Other automotive and tool websites had begun to offer them cheaper so it was time to move away from the product.

The 10-millimeter wrench and/or socket is one of the most commonly used tools in any kit and happens to also end up misplaced most often. There is a running joke amongst those in the “Gearhead” community that they just up and walk away! With that in mind, I came up with the tagline: A 10mm is always within reach. This product had hilarious comment threads on social media when posted with followers commenting about losing keys because the cursed 10mm was attached.