Open Brands: From Pools to New Markets. Exploring Entrepreneurship and Growth Strategies With Michael Kaufman   The conversation is a part of the "Open Brands" series, where brands openly discuss their experiences. The guest is Michael Kaufman, the founder of Pro Tuff Products, which started in 2014. Michael initially sold organic fertilisers and synthetic lubricants through a multilevel marketing company. In 2012, he started looking for online opportunities for income diversification and discovered Amazon. Michael began with retail arbitrage and later ventured into private labelling after attending a webinar by Amazing Selling Machines. They discuss the difference between the broader Amazon seller community and the Amazon FBA community. Michael didn't fully realise the potential of Amazon until a few years into selling on the platform. The conversation highlights the changing landscape of Amazon and the challenges faced as the market matured. Michael didn't set specific revenue goals but aimed to continuously grow sales and expand his business. They faced challenges in expanding their team and dealing with competition from low-cost Chinese sellers. They played catch up in a saturated category but managed to increase sales. They are looking for an exit strategy for their current brand and planning to launch a new brand. The new brand will focus on a telescoping pole with a patented locking mechanism. They launched their first product, a pool rake, and gradually added variations. They introduced a lifetime warranty, which was a differentiator in their category. They developed a good review profile and received positive feedback. They partnered with a pool pro who invented a new locking mechanism, which became their most profitable product. They used their subscriber list for product launches, including pre-orders and beta testing. They created a groundswell of engagement and feedback from their subscribers. They launched new products, including a flat skimmer and a pool brush, using their organic launch approach.