Greg Villafana: Hey, what's up everybody? Thank you so much for joining us today on the Pool Chaser's Podcast. Our mission is to help educate and inspire in the form of a podcast. Today we have a very, very special guest. Founder and CEO of Ledge Lounger, Christopher Anderson. Thank you so much for joining us today, Chris.
Greg Villafana: Hey, guys. Thank you all for having me. I think what you all are doing is amazing and it's a pleasure to be here.
Greg Villafana: Awesome. Thank you so much. We know you're a really busy guy so we're just going to jump right into this. Can you explain to us, and to our listeners what Ledge Lounger is exactly?
Chris Anderson: Absolutely. Thanks for the question. You know, what Ledge Lounger is today and what it might have been three years ago is two different things so I'd just like to kind of make that parallel. We originally, when the company was founded, we were certainly the Ledge Lounger, we were the [impulchaise 00:00:51] made to go in the pool in the shallow area, in the tanning ledge. Today, what Ledge Lounger is more or less an outdoor furniture company specializing in all things outdoors around the pool, the patio. You're going to continue to see our line diversify for the backyard, front yard, patio furniture not just for the residential market but also for the commercial market, hospitality, multi-family. That's our path forward.
Greg Villafana: Is most of your furniture in more the commercial poolside places?
Chris Anderson: You know, we have a pretty even split when it comes to our wholesale sales or our dealer sales. About 25% goes out to the pool market, another 25% goes out to, or shall I say 50/50. 50% goes out to the pool industry directly, another 50% goes out to the commercial industry. When I say pool industry directly, of course at times there could be somebody designing and building a commercial pool, we track that as a pool industry sale. We do a good bit of e-commerce direct as well, people coming straight to our website and buying because they might already have a swimming pool in their backyard and they're not interacting with a pool builder at that point in time so they will come direct to our website and buy it. Great thing there is, either the pool builder's going to sell it and get that opportunity to make some money off of it, or they're going to potentially come to us after the fact and buy it. We like, however, to set up the relationships first with the pool builders and allow them to make money off of our product.
Greg Villafana: Nice. Thank you.
Tyler Rasmussen: Very cool. Well, we can't wait to hear more about the product and what it takes to build a business to your scale. We usually like to start a little bit about your early years, how you got into it and become an entrepreneur and started [inaudible 00:02:44]. Can you just tell us a little bit more about yourself starting with where you grew up?
Chris Anderson: Sure, let me try not to bore you here. Going back, I grew up in a family, you know a lot of people would say unfortunately, but I might disagree. My parents got divorced when I was six years old. I had two older brothers and my mom had to work really, really hard to support us. I've kind of been an entrepreneur at heart just because I had, if I wanted an allowance for the weekend I had to go out and find a way to make that. I didn't have mom and dad handing me cash to go hang out at the movie theater, or anything along those lines. I think that's kind of where for me entrepreneurism started is I would ... I actually, one of my top people here, one of my partners in Ledge Lounger, he and I used to drag a wagon around the neighborhood and wash cars for four bucks, five bucks a pop.
Chris Anderson: As a, let's say 12 years old to knock on somebody's door and ask them if you can wash their car, I didn't really realize until now the impact that had on me as a salesperson and all the experience that I just gained doing that and not even realizing that I learned how to talk to people, I learned how to convince them to give me $4 to wash their car, I learned how to assure them that we weren't going to damage the car in the process. We tend to do it at apartment complexes because we realized that we could go into an apartment complex and hit 100 cars versus going in a neighborhood and hitting a lot less. When you even look at that and how you apply the marketing approach to more of a mass market, it's really easy to look at that stuff in hindsight and say, man, look at all these critical things I learned and I didn't even realize I was learning.