By: Frontline Optics

When people compliment Mike Ettenberg, founder of Frontline Optics, about how he grew his company into a premier sunglasses brand, he can’t help but feel proud and grateful. Since its founding, the business has grown steadily, with optimistic projections for continued growth in 2024. Frontline Optics has gradually become known among first responders, though Mike’s journey in building the business has had difficulties. 

As a Fire and Emergency Services veteran, he had no prior business experience or marketing background. He said that he knew nothing about designing a product or how to sell it to customers. All he had was an inspiration and a desire to create something that would make a difference to other first responders. This meant that he had to build everything from the ground up, scaling his business from scratch through passion, persistence, and adaptability.

The Inspiration Behind the Brand

Photo Courtesy: Frontline Optics

The inspiration for Frontline Optics came from years as a firefighter in San Diego, where he constantly found himself frustrated by the fragility of his designer sunglasses, which would often get scratched, broken, or lost in the line of duty. Recognizing that first responders needed eyewear that was both durable and stylish, he decided to create a solution. 

“Most sunglasses in the market are often created for style and fashion, while other protective eyewear are not designed to be worn for extended periods,” Mike shares. “I found a gap in the market for eyewear that not only offered style but also provided the necessary protection for frontline workers who are constantly exposed to various hazards and elements.”

Mike launched Frontline Optics to design sunglasses that could withstand the harsh conditions faced by firefighters and other first responders, while also offering a no-questions-asked replacement policy to provide peace of mind. His goal was to create a product that truly served the needs of those who serve others.

Going from a product idea to operating and scaling the business was a transition Mike never could have anticipated. Once Frontline was up and running, he quickly realized it was an entirely different game—what started as a passion project inspired by his experiences as a firefighter suddenly required him to learn the ins and outs of managing a business. The shift from inspiration to execution was a shock, forcing him to quickly adapt to new challenges, from marketing to operations, that were far beyond just creating a product.

“It was like a baptism of fire! There were so many factors that went into creating my own product and making sure that it is up to the standards that I want to deliver to my target market,” says Mike.

Learning Through Trial and Error

With a hands-on approach, Mike tackled everything from product development to digital marketing, using his firefighter grit and determination to adapt quickly. His self-taught methods and relentless drive paid off, as he turned Frontline into a thriving brand, proving that passion and persistence can overcome a steep learning curve. He navigated the world of solopreneurship, learning the ropes by watching YouTube videos, Googling strategies, and testing what worked along the way. 

“I did make a lot of mistakes but I consider those as necessary to do better in growing my company. Whenever an idea of mine would not pan out the way I wanted it to, I would simply take that as a lesson learned and strive to create a better product,” Mike says.

Through trial and error, Mike was able to come up with his first design. While it was definitely a major milestone, he knew that there was still so much to do. As a newbie, he had to figure out manufacturing, distribution, marketing, and everything in between that would ensure the success of his brand.

Launching with Personal Savings

Mike shared that he only had $5,000 in savings in the bank which he used to produce the first 300 pairs of sunglasses. He revealed that using his personal savings as capital was perhaps one of his biggest hesitations when he was starting his company.

“It’s no secret that being a first responder won’t make you a millionaire,” Mike recalls. “That meant I really did not have a lot of money lying around to invest in a business. However, I believed in my product and I knew I had to go all in to make it work.”

In retrospect, Mike realized that it was somehow advantageous that his resources were limited because bootstrapping the company from the start forced him to prioritize smart investments.

“I had to adapt and be creative with my limited resources, not relying on just money to solve issues that I had encountered,” says Mike. “It pushed me to focus on the product itself – to make sure that I was producing a durable and high-quality product that could withstand the tough conditions faced by first responders.”

This kind of mindset stayed with Mike while growing his company, making sure that every decision and investment was well thought out and necessary.

Emphasis on Customer Experience

In building and expanding Frontline Optics’ product line, Mike encountered a lot of learnings and challenges. There were times when he had to learn how to adapt and pivot quickly to achieve his business goals. However, one thing he made sure of was not to compromise on customer experience.

“Drawing inspiration from companies like Zappos, I have implemented a “No Questions Asked” replacement policy. Some business owners might think this is a fool’s errand, but I believe that putting my customers first should be my priority. And over time, this customer-first approach helped foster loyalty and trust, ensuring that our customers felt valued and supported, which contributed to the brand’s early success,” Mike shares.

Another policy that Mike implemented as CEO of Frontline Optics was to give back to the people who inspired him to create the product – the first responders. With every sale of sunglasses, a portion of topline revenue is donated to the First Responders Children’s Foundation, in support of those children who have lost a parent in the line of duty. 

Launching with Personal Savings

Building a business requires a currency more valuable than any amount of money: time. And time was something Mike had to learn to balance between establishing his company and all the other roles he had. Mike was a first responder, a father, and a friend – how did he find the time to become an entrepreneur at the same time?

“Of course, it was overwhelming at the beginning but I had to recenter and remind myself that balance is key. Strong time management and perseverance were required for me to manage all my responsibilities effectively,” says Mike. “Until now, I still work hard to make things happen but I thrive in the knowledge that all my efforts are making a difference not only to Frontline but also to those who are inspired by our cause.”

When asked what it takes to build a successful business, Mike would always attribute qualities that he has learned from his experience as a first responder – focus, resilience, and adaptability.

“There were many instances when an average person would just give up, knowing that the road would still be a long way ahead. But I guess it was my experience as a firefighter that kept me going. Being resilient, being able to adapt to changes, and being laser-focused on my goal were qualities that carried me through challenges and helped me build a successful business,” shares Mike.

If you are a first responder or interested in learning more about our eyewear products, check out the sunglasses from Frontline Optics. 

Published by: Josh Tatunay