Hoonigan - Current

Starlie: It.

Chris LaFay: A custom block that automatically pulls all team members from the team member section in the back end of WordPress. Don, are you in here? Testing. Andrew, are you in here? Try number two.

Andrew Booth: There we go. Dope. I got accidentally joined in like companion mode or something to start with and like nothing was working.

Chris LaFay: Weird. Dawn. Do you know if Dawn's coming? Everybody. Everybody else is in the lobby at the moment.

Andrew Booth: She should be. I haven't heard otherwise

Chris LaFay: I haven't let anybody in yet. But. Are we really just going to be talking about product imports and then any issues that have arisen from the dot net migration?

Andrew Booth: Yeah, it's just ecom issues if they've come up and then product imports which just started working. So something on their end.

Chris LaFay: Never mind. Hi, I just sent you a slack message. Sorry Don. I saw you pop in a second ago and then at the same time you and Andrew both left and I was like something is happening.

Dawn Audano: So what's this motion thing?

Chris LaFay: That's me. I'm trying to get better about task organization and so it. It adds it in there. So I'm. I'm taking it for a test run to see if it works well with my stuff. They have all their people in the waiting room. I just was waiting here together.

Andrew Booth: All right.

Chris LaFay: Before.

Dawn Audano: Hey everybody.

Starlie: Hello.

Dawn Audano: How's it going?

Andrew Booth: Good.

**+1 321-***-**52:** We have.

Dawn Audano: Are we waiting for Tom today? I haven't seen an email from him so I'm assuming he's coming.

Starlie: He said he's in the waiting room.

Dawn Audano: Oh, he is in the waiting room.

Starlie: He said he's on his way.

Dawn Audano: Okay. I was like. I admitted everybody. I'm gonna pull up my agenda. I had some issues getting into Google this morning so I'm a little less prepared than I like to be. So give me a moment to myself situated. We can get started. Okay. Well, I'll start with you, Starly. Andrew, I believe all of the. Hey Tom, I see you're in now. Starly, I believe Andrew went in and updated. Did you update everything on production now for pro comp and SM as well

Andrew Booth: for imports over the weekend? I only did smittybilt because that's the one we were having issues with and do pro comp today.

Dawn Audano: Okay. So Charlie, the inventory should be up to date on the website now. So hopefully no more out of stock items will be the one that this

Starlie: morning from over the weekend we had two that came in that were out of stock items.

Dawn Audano: Okay.

Starlie: And then I had a question. Is there a way to make sure a person puts in a physical address instead of a P.O.

Andrew Booth: box.

Starlie: We don't ship to P.O. boxes.

Andrew Booth: So two thoughts on that. The first one is out of stock items. I did the inventory late last night. I tried to catch it when people weren't active on the website because we were getting orders. So I waited till really late last night. So it should be anything since today? Essentially, yeah. This, today and on should be correct. And then P.O. boxes. We don't currently have anything built in to do any sort of address blocking, but it's definitely something that we can like add in. I guess the question would put a

Starlie: note on our site highlighted huge or something. We do not ship to P.O. boxes because I know maybe a lot of people use it for their. For their billing and. And they might start having issues if they try and process and it's not their PO Box in the billing. I don't know. But we. We can't ship. So I have to contact each one of those to get a physical.

Andrew Booth: So let's see. Let me check one thing really quick.

**+1 321-***-**52:** Aren't we set up so that billing and shipping must match to minimize fraud?

Starlie: I think so.

**+1 321-***-**52:** I mean, so how would it. If your billing address was the PO Box, your shipping address isn't the PO Box, then we have the same issue that we'd have to call them for physical address anyway.

Starlie: I guess essentially. Yeah.

Andrew Booth: Yeah, that's exactly what I was just checking. Billing and shipping is the same thing. You don't have a split on it. So there's no way to do one address for billing and one address for shipping with the way that it's currently set up. It is technically doable, but I guess

**+1 321-***-**52:** it's

Andrew Booth: something that y' all have got away from a. A fraud standpoint.

**+1 321-***-**52:** Or can we set up some kind of.

Starlie: I can just call the customer.

**+1 321-***-**52:** Can we set up some kind of routine where if you put in PO Box, it won't take the order. We have pop up that just says, you know, as much as I want to take the order, if it's more trouble than it's worse, then we can just say we know we don't accept P.O. boxes and just decline the order. Or.

Starlie: Or, you know, we don't ship to a P.O. box. They'll put your physical in the. In the comment section. I've had people do that before just of their own free will. Not. I mean, somehow they just knew to put that in the notes. And. And I. And I can easily just read the notes and go in and change it.

Andrew Booth: That.

**+1 321-***-**52:** That only works until. Until the point which we automate Order entry and, and you're not in the loop anymore. Well, yeah, our goal was to get you out of having to go in every day and, and manually bless each order.

Starlie: Oh. Because there's comments in there all the time. So that's something you're gonna have to pay attention to.

**+1 321-***-**52:** I mean, we're in no rush to automate you, but, you know, I, I'm. I want along for the day when smittybilts, you know, processing 100 orders a day, and then that becomes onerous and we shouldn't need a human to do what a computer can do when that.

Starlie: We might think about turning off the order. Comments then. Because there's. There's. There's comments in there all the time shipped to this address or, you know, like questions about fitment or whatever.

**+1 321-***-**52:** Oh, okay. I didn't know. I didn't know that was an issue. That was a thing. All right, so I guess the workaround then would be if we could add something in the. In the order detail page, just some kind of text. This is. If your billing and shipping addresses are identified as PO Boxes, please identify. Please include a shipping address in the comments field. And if we get, you know, three quarters of the people comply with that request, then that means that STAR doesn't have to call those individuals. And better to call 1 and 4 than have to call 4 and 4.

Andrew Booth: Right, right.

**+1 321-***-**52:** Does that work? Is that something is just a text field that just says if you're. If you're using a P.O. box, we won't be able to ship to it? Please enter your physical address for shipping in the comment field.

Andrew Booth: Yeah, so there's. There's two ways we could do it. One would be just putting text on the page that says exactly. You just said that's the fastest, cheapest, easiest option. The second option is, as we can actually put a little logic in, that checks the address that's entered to see if it actually is a P.O. box. And then if it is, do some sort of prompt that says, you know, put your actual shipping address that's non PO in the notes. And then by doing it that way, you get two things. One, you're sort of forcing people to read and do it. And then two, you're actually only displaying it to people that it's relevant to. So it's. Either way can be done. It depends on which route you'd rather go.

**+1 321-***-**52:** I think the severity is fairly low on this. Go ahead.

Dawn Audano: No, sorry. Andrew, can you tell me what the lift difference is between those two? Performance versus like.

Andrew Booth: Yeah, adding text and testing, it's like 15 minutes. And then adding in logic, you're probably looking at, I would ballpark like three or four hours. Okay,

**+1 321-***-**52:** Starly, how prevalent is this concern?

Starlie: I would say just do the quick and easy and then when I, you know, as they come through, we don't get them every day, but as they come through, if, if one does make it through, I can just contact the customer. I would say just quick and easy version.

**+1 321-***-**52:** Yeah, I mean, we're, I think at peak, we were averaging 500 orders a month. So this, it's still manageable, I think at this point. So let's do the quick and easy and we'll monitor and if it becomes something we need to automate, it will move to the, to the coding portion.

Andrew Booth: Okay, can do. Easy enough.

**+1 321-***-**52:** Thank you.

Andrew Booth: As far as the smittybilt product import, so we never actually changed anything. It just started working. So I don't fully know what it was, but it seems like it was something on the import or the API side or the data. The spreadsheets that maps and over week, over week were 100 identical bite for bite, no difference. But yeah, it just started working. We didn't actually change anything. We tested it a bunch on staging and then once it started working, that's when we put it in production this weekend. But I have no idea.

Dawn Audano: At least it's resolved.

**+1 321-***-**52:** In summary, yeah, it's a little unsettling, but. Okay, what are you gonna do? Right, let's just monitor and see what happens from here.

Andrew Booth: Yep.

**+1 321-***-**52:** There are gremlins, right?

Josh Kellner: Nothing.

**+1 321-***-**52:** We can do it. We just keep an eye on it. All right. Anything else?

Dawn Audano: No, I just had one note to do an E Commerce check in. I know we had one fraud attempt that came in last week, but it seems like authorize.net squashed it. Anything else that you've noticed since E Commerce was restarted?

**+1 321-***-**52:** I think Josh was actually going to loosen some of the filters. There were some looked legitimate, appear to be legitimate. Orders are getting caught in the system.

Starlie: We only had failed attempts over the weekend. It looks really good. Looks super clean.

Josh Kellner: We've had several frauds, but they're all, you know, I, I think the problem is, is so one of them for sure was legit fraud. The guy came back to try it again, but the order failed instantly. So he can't place again against that order to keep testing. But that's also causing a problem for some of the other people who put in their CVV wrong or ABS wrong or something like that. But it doesn't seem like they're coming back to place the order again.

**+1 321-***-**52:** So

Josh Kellner: maybe it's not all that bad.

Andrew Booth: Yeah, I would say from managing various e commerce websites that total probably like, I don't know, 50 to $100 million a year, you're never gonna 100% stop the fraud attempts. Like, you're always going to have some, but it's a matter of when they do happen. They only get, you know, one or two tries and they get blocked. You do inherently, obviously have those issues where you get quote, unquote false positives where a real customer does get blocked because they put their address in wrong, it doesn't match billing, or the CBB is wrong. I've got a client that does a lot of sales to, like college students and that is like a prevalent problem where they put their shipping address in to shift to the school, but their billing address is back home. And then they end up getting the order blocked because the address is wrong. And it's like if you loosen those restrictions, the risk is way higher than, you know, the handful of times a real customer gets blocked. So I think we're in a really good spot, though.

Josh Kellner: Yeah, I think. I think it's fine. The only concern I have is that Pro Comp hasn't placed an order yet.

Andrew Booth: I noticed that too, over the weekend. Yeah.

Josh Kellner: But I don't see, you know, if nobody's contacting through customer service to say, hey, it's not accepting my credit card, or there's not even a pending transaction for somebody who tried to place an order. You know, it tells me it might be upstream, not at the credit card processor.

Dawn Audano: We've tested that, though, that it works. Have we tested it, Andrew?

Andrew Booth: I have not tested on production. The last order is like December 16th when we shut it off.

Starlie: We had that one customer that attempted and then called in customer service. But that was at the very, very beginning when we first turned it on. And then I haven't seen anything since or heard anything from customer service.

Andrew Booth: I know Pro Comps order count was a lot less compared to smittybilts.

Starlie: Right.

Andrew Booth: But I mean, we're like two. Two weeks in, three weeks in now. I would have expected at least one. I'm going through the process right now just to make sure I do have capture turned off. And I do see, yeah, we had that issue with capture obviously early on, but we disabled it. It's not on still payment method showing up.

**+1 321-***-**52:** Just for this, for this team's understanding that the suspension side of the Pro Comp brand has been Decommissioned. It's been sunset. It's been. It's. It's in our, it's in our ERP system. It is available to be sold through wholesale. There is zero advertising. There is, there are zero future orders. There's. There's no inbound from overseas. There's only remaining inventory that's to be liquidated and then that brand is going to be abandoned. It. That brand was supposed to be a value brand and suspension to be an alternative. The rough country so that, so that readylift didn't have to move down market to compete with the rough country. And, and all the material was on containers. When the tariffs hit and when you adjusted for the cost of goods for the tariffs, there's no longer a value brand. So it's, it's got no place to be. The pricing is set high and so it's competing with DDS and Readylift and other brands. I'm not surprised there are no sales. The wheel. The wheel side has been moving units under the Pro Comp brand. But I don't know if the wheel side is driving a D2C campaign. And then lighting is a relic from the full parts days and there's no new product in lighting. I don't really know if there's much inventory in lighting. And the lighting division was supposed to take ownership of that and make that a value brand. But they've got their own challenges with Morimoto brand and others. So it's probably not a big deal that there are no orders coming through because it's an unloved brand right now. Right.

Andrew Booth: Got it.

**+1 321-***-**52:** Okay. And a lot of it's. It's frustrating for all people that work hard on that. And Heather's not on the call anymore. She's on the wheel side now. There's a lot of effort put into making that brand work, but tariffs just got punched it and it was going to go nowhere. And so we just said we don't need another brand in this economy right now. Wheel guys were already invested in making Pro Comp a value brand for the wheel side. So if you can't afford Moto Metal or fuel or Black Rhino, you can move down market in a Pro Comp wheel. But I think that's really a wholesale play. I don't think there's really a retail emphasis for that. And I think just the history wise you guys were around when it was a trans American brand. Full parts stores sold those a year ago and they haven't really embraced the older former store brands like they did beforehand. So it's A long winded way of saying not many people in Hoonigan care about pro comp, and so I just wouldn't worry about it right now.

Dawn Audano: We still care, but. Okay, we understand.

Andrew Booth: I. I know. I. Look,

**+1 321-***-**52:** I too, love all my children, but this would have been the troubled child. And it's gonna need some tough love someday. And so Smittybilt's important to us. Let's focus on Smittybilt.

Andrew Booth: Okay?

Dawn Audano: Put all of the pro comp USA college fund into Smittybilt's college fund and put all of our efforts there.

**+1 321-***-**52:** Yeah, Pro Cup's gonna join the Marines and it's gonna get its life straightened out.

Dawn Audano: Sounds great. That was all that I had on my list for today. Is there anything else? I know we have a few things kind of. We have some semrush stuff we can work on. We're almost out of hours for the month anyway. Tom, do you want to stay on a couple extra minutes to talk hours moving into Q2 with Chris as well. Chris and me, so we can move forward, or are we good at the Same hours for Q2?

**+1 321-***-**52:** We're good. I think I thought I executed that last week after you replied with and I am.

Dawn Audano: I am behind in my knowledge. Thank you.

**+1 321-***-**52:** Yeah, I was gonna ask if you saw that. If you haven't, maybe I did something wrong, but I thought I hit the docusign.

Chris LaFay: I think I. I think. I think I saw it come through this weekend, so. Yeah.

Andrew Booth: Okay, cool.

Dawn Audano: Yeah, I think Chris is now our hold up, so I'll just bother him in my own time.

Andrew Booth: Okay, cool.

Dawn Audano: All right. Thank you, guys.

**+1 321-***-**52:** Yeah, thank you. Yeah, maybe I'll sneak in a pro comp order, see if we can. I'll test it, but don't worry about it.

Andrew Booth: Okay. All right, sounds good.

Dawn Audano: Sounds good. Thank you.

Andrew Booth: Thanks, everyone, and ciao, everyone.