Customers who ordered multiple items and made unboxing videos, often mentioned how cool the packaging looked. A vote of confidence for my idea to take the artwork from the engineering prints and apply that to packaging and instructional materials – reinforcing that Assault products were designed in-house. I came up with the RUXAK product line designation because the line was a series of rugged storage backs. The term comes from the rugged military backpack carried by soldiers referred to as a “Rucksack.”

In most cases, I was coming up with product names, packaging, labeling, UPC assignments, marketing plans, launch plans, press releases, product photography, instructions, sales collateral, video content, all editing, social media posts, and so on. A level of control that is highly unusual under normal circumstances, however with that level of control, I could tailor the entire process to my vision, which meant that the entire Assault Industries product ecosystem was brilliantly uniform and easily identifiable inside or outside of the box.

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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.

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