Let’s say you’re a foodie. Not only are you a foodie, you’re somewhat of a chef as well. You’re passionate about cooking, going to great lengths to learn how to cook truly exquisite dishes from a countries all over the world. Then one day, you decide hey, what the heck, let’s open a restaurant.
What’s on the menu? What food will you serve to your guests?
Well, you’re a foodie, so you’re going to serve foodie food. Food that requires a trained palate. Recipes from all over the world. Locally sourced produce. Organic, free-range meat. The kind of stuff that foodies love. And chances are, you’ll go out of business. That kind of restaurant demands an audience that’s a passionate about food as you are, and though they will spend lots of money for a good meal, they do not represent the majority of Americans who go out to dinner.
Let’s say, instead, you create a restaurant that specializes in more common fare, but it’s really well made and very tasty. The sort of restaurant that Guy Fieri might show up at. Something that’s a transition point from people who want more than Applebee’s, but aren’t ready for Ruth’s Chris. You’re still making good food, but you’re making it for a much larger potential audience. Will you win the acclaim of your local paper’s food critic? Maybe not. Will you get more people in the door? Probably.
Now pick up everything I said, and drop it down on top of the firearms training industry. It’s a business for people who are passionate about what they’re doing, just like opening a restaurant. However, the list of people who are making something that effectively appeals to the market that exists between an NRA Basic Pistol class and a Gunsite 250 is really short.
Somebody is going to solve the Guy Fieri problem. It’s only a question of when.