From Side Hustle to $1M in Sales

Mike Ettenberg spent 10 years as a firefighter, but was constantly losing or breaking his sunglasses on calls.

Frustrated, he decided to take matters into his own hands.

Frontline Optics makes durable sunglasses for first responders with a no-questions-asked replacement policy.

Despite having “no business experience,” the Side Hustle Show listener took Frontline from side hustle to full-time venture, selling over $1M worth of sunglasses along the way.

Tune in to Episode 649 to learn:

How Mike found his first customers
The “microinfluencer” strategy that generated consistent sales
When he felt comfortable quitting his firefighting day job
His plans for the future

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A Firefighter’s Pain Point

As a firefighter, Mike was constantly destroying expensive sunglasses on the job. When emergency calls came in, there was no time to carefully store his $200 Oakleys — they’d often end up scratched, broken, or crushed under equipment.

“ I was consistently finding my sunglasses had been scratched or broken or engineer’s bag fell on them one time,” Mike explained. “ 200 bucks, 200 bucks, 200 bucks every single time.”

After repeatedly replacing pricey eyewear, Mike thought there had to be a better solution.

While durable sunglasses existed, particularly for military use, nothing specifically targeted first responders. He saw an opportunity to create something purpose-built for his community.

From $5,000 to First Sales

With no prior business experience, Mike started small, investing just $5,000. Here’s how he allocated his initial funds:

300 Pairs of Sunglasses
Shopify Store
Trademark Registration
Fiverr Freelancers

Rather than going through massive marketplaces like Alibaba, (he did try it but was disappointed with the quality) Mike found success working with a smaller manufacturer willing to grow with him.

“ Go to page 2, 3, 4 [of Google Search], see if you can find somebody who is smaller, hungrier for business, willing to work with you.”

Gaining Initial Traction

Mike’s early sales strategy was using organic social media. He posted photos, used hashtags like #FirstResponder and #Firefighter, and engaged with his target audience.

Early sales came from friends and family, but the breakthrough moment was when a stranger placed an order.

“ That first order that comes in from a name that you have no idea who this is — you truly acquired your first customer — is a pretty special moment,” Mike shared.

This reminded me of Lou Rice’s story from Episode #589. Lou and her husband created a simple silicone strap for Kindle devices, and their story highlights how very niche products can gain traction with the right marketing strategy.

The Micro-Influencer Masterplan

Mike focused on accounts with 3,000-5,000 followers in the first responder community. He offered free sunglasses in exchange for authentic content. No monetary compensation required.

“ They’re just getting to that point where a brand would want them to have this stuff. So they’re excited,” Mike shared why influencers in this range are more effective to have as affiliates.

He sent over 1,000 free pairs of sunglasses through this program.

The strategy evolved into an ambassador program where successful partnerships converted into affiliate relationships. Using the upPromote app, they manage commissions for influencers who drive consistent sales.

Marketing Evolution: From Organic to Paid Ads

As sales grew, Mike experimented with paid advertising. Here’s how his marketing strategy evolved:

TikTok Ads: A video showing sunglasses falling out of a fire engine went viral.
Meta Ads (Facebook and Instagram): After trial and error, Mike learned to run conversion-focused campaigns targeting firefighters, law enforcement, and lookalike audiences.
Email Marketing: A 15% discount for first-time customers helped convert website visitors into buyers, with a 4% conversion rate.
Google Ads and SEO: While still a work in progress, these channels began driving significant traffic, with Frontline Optics ranking on the first page for key terms like “sunglasses for firefighters.”

This shift from organic social to paid ads is similar to what we discussed in Episode #581 with PrettyBoy Skincare.

Their approach to blending creative content with strategic ad spend shows how e-commerce brands can scale effectively.

Pricing and Product Development

Initial pricing started at $42 per pair, positioning the product above gas station sunglasses but well below premium brands.

As they’ve improved product quality and established their brand, prices have increased to around $80 per pair — still significantly less than high-end alternatives while maintaining professional quality.

A portion of every sale goes to the First Responders Children’s Foundation, supporting families of those injured or killed in the line of duty.

This charitable component reinforces their connection to the first responder community.

Mistakes and Lessons Learned

Not every strategy worked. One costly misstep was going all-in on Black Friday ads. Despite pouring resources into the campaign, it wasn’t profitable.

“T he data and the math all told me not to do it, but I had to try it anyway,” Mike admitted. “ I’m a toddler when it comes to business. So the only way I’m going to learn what to do or not to do is to experience it.”

A Day in the Life

Despite running a million-dollar business, Mike stays deeply involved. Here’s what his typical day looks like:

Morning Thank-Yous: Using Bonjoro, Mike sends 15-second personalized video messages to customers.
Content Creation Fridays: Mike dedicates a full day to creating photos, videos, and marketing materials for the week ahead.
Teaching: Once a week, Mike teaches EMT and paramedic courses, staying connected to the first responder community that inspired his brand.

What’s Next?

The next frontier for Frontline Optics is pursuing ANSI Z87+, which would classify their products as official eye protection rather than just sunglasses.

This certification would open up opportunities for government contracts and potentially having their products issued as standard PPE for first responders.

Mike explains: “New firefighter comes on board, they get their set of turnouts, they get their helmet, and they get an issued pair of protective eyewear that is from a first responder brand, supports first responder brands. It just would make for a good fit.”

Mike’s #1 Tip for Side Hustle Nation

“Mindset is key to everything.”

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