There have been a few viral online videos for Ultimate Fishing Gear’s Skinzit electric fish skinner. The handheld device can also been seen on the rack at Cabela’s or Bass Pro Shops, or on Amazon.com. Chris Kielian, an Omaha-area native and one of four owners of Ultimate Fishing Gear, says he crunched the numbers, and then sat back, amazed—the owners did not expect their product to generate $1.4 million in sales in the first year.
The Skinzit is a machine that removes rib bones and skin from a scaled-fish fillet, leaving the meat intact. Kielan says the device produces 30 percent more meat than a typical fillet because the device allows one to spare the belly meat rather than simply discarding it. Simply cut the fillets from the sides of the fish, and Kielian says, “the device does the rest.” With a bucket of 10 panfish, 30 percent more meat per fish adds up fast. Kielian’s business partners are his brother, Brian, and brothers Eric and Perry Parks. They all share a love of fishing. Chris says they each contribute their unique skill sets to make their business successful. Chris is the main sales and marketing person. The partners agree that leaving their money in the business will help it grow. “We as owners don’t take much out—we keep it in there. Everything is paid for,” says Chris. “We reinvest.” Chris is able to reinvest because Skinzit is not his main source of income. By day, the Parks brothers run Computer Cable Connections, where the Kielians are also employed. Chris says the idea for Skinzit comes from the Townsend Fish Skinner, which is an out-of-production device that skins fish using the same mechanism, albeit hand-powered and narrower.
It took Chris and his co-owners roughly four years to create the product. Milestones in Skinzit’s actualization include selecting an engineering firm, testing and tweaking prototypes for a number of months, having parts manufactured on the assembly line in the Philippines, and having packages show up on the doorstep ready to sell.
“It took 4 years to get the first 5,000 (Skinzits),” says Chris. The capital cost was “heavy,” more than $500,000. Ultimate Fishing Gear owns seven patents on their product, which took roughly three years to acquire. A special electronic certification was necessary and recertification is required quarterly. But their greatest asset is their ability to use the internet.
Videos of their invention have racked up more than 30 million views across social media. The product hit the market in 2014, and in 2015 one video created by a customer generated almost 9 million hits. Another video of a customer using the product in late 2016 generated several more million views. Each video causes a large spike in sales.
“[Once you have a viral video], it wipes out your inventory,” says Chris, who suggests that Ultimate Fishing Gear has other ideas for novel products, but he cannot disclose them due to patent reasons. “I wish I could,” he says, sounding hopeful. His advice to other entrepreneurs and inventors is simple: “You need the time to make it work, the cash, and the capital. You want to have a product that no one else has—that was the key to the success of our product.”
Visit fishskinner.com for more information.
This article was printed in the April/May 2018 edition of B2B.