Category Archives: News

How Powderhook Makes Money

We’re betting the company on a completely unique way of making money. If it works, everyone wins.

A Letter from our founder, Eric Dinger

Eric and his daughter, Reagan.

If you’ve been a part of Powderhook for awhile, you know we’ve set out to build something transformative in the name of our mission, “Access for All.” Figuring out how to do that in a way that’s good for everyone, and pays the bills, has been the challenge of a lifetime. Today I want to share with you the vision we believe gets to the heart of solving the outdoor industry’s most significant problem.

What’s the right lure to use to catch walleyes at Oak Lake this afternoon? I want my son to catch his first fish, where around town should we go to have the best chance tomorrow? Who’s the best person to talk to in the Cabela’s archery department? Are the turkeys responding to calls today? Anyone know when the next field day is happening for hunter safety?

No matter your experience level, these are the questions that stand between you and a better day afield. Discipline-specific, local, and current information – that’s the stuff that can help you have a better day as a hunter, angler or shooter. It’s why we stop at the tackle shop when go fishing, and it’s the reason hunters scour local message boards for a tidbit before a hunt. Having better days afield is the best predictor of more days afield – if it’s fun you’ll do it more. And, more days afield solves the 887 billion-dollar outdoor industry’s biggest problem; a shrinking percentage of the US population hunt or fish, and those that do go less often than they once did.

It sucks to be new to the outdoors. 

And, no matter your experience level, it’s hard to know where to go in a new area. It’s annoying to get access when you can’t pay; it’s tough to figure out licensing; it’s difficult to time that day off of work; and it can be intimidating to kill, process, and cook an animal you’re not familiar with. Each step in the process adds friction, and there’s less hassle in just about any other activity someone could choose to do with their time.

The future of conservation as we know it depends on tapping the goodwill of the individual sportsmen. No other approach can yield the kind of numbers we need.

For years we’ve heard hunters, anglers and shooters won’t help each other. You may have even said it yourself.  But, we’ve found that to be fundamentally false. Sure, some won’t, but Powderhook brims with thousands of examples of people who don’t know each other who are sharing tips, spots, directions, and advice. So much so, we’ve come to believe there’s a big difference between a hunter/angler/shooter and a sportsman. Fundamentally, the sportsman understands their pursuit isn’t about them, but rather the animal, the habitat, and their legacy as a contributor to the lives of the people around them. Unlocking the goodwill of the individual sportsman holds the keys to the future we desire.

So, how can we do that and make money?

Thousands of sportsmen have built their livelihood in the outdoor industry, and almost every job ties to our collective ability to get more people out more often. Powderhook taps the local knowledge held by individuals who work for outdoor industry brands, businesses, agencies, and organizations through a business model we’ve never seen anywhere else. We believe our model aligns the incentive of the industry expert with the needs of the person seeking information. Think of Powderhook like a local message board, filled with a community of people incentivized to help each other out.

You may have noticed a few ads popping up here and there on Powderhook. Those ads signify you’re getting an opinion from someone affiliated with an outdoor brand. These members of the Powderhook community represent businesses, agencies, and organizations who pay us a flat fee for access to Powderhook PRO, the platform we purpose-built to incentivize them to help you. With Powderhook PRO, our industry partners earn an ad each time one of their employees, pro staff, or ambassadors offer their discipline-specific, local, and timely expertise by posting on Powderhook.

With Powderhook PRO, brands are creating meaningful relationships with customers by helping, rather than strictly advertising to them. The more people they help, the more their ads show up. We call our model “Earned Native Advertising.” Today, the average post by a Powderhook PRO earns 202 impressions and a .8% click-through rate. Each impression and click are counted and attributed to the individual who earned the ad, making Powderhook PRO a uniquely high-touch, measurable approach to local marketing.

We’re betting Powderhook’s future on the idea you’ll appreciate brands whose representatives help you have better days outdoors.

Fresh air awaits,

Eric

PS – Interested in your brand going PRO? Here’s a link.