Eric Wulterkens – Kings Ridge Media

Did you know that the used market for books and CD’s is alive and well?  I didn’t, so I figured I would get Eric Wulterkens from King’s Ridge Media on the podcast to chat about his business.
You see, Kings Ridge Media sells used books and CD’s on Amazon.  Eric also helps others find ways to use Amazon to sell their products.  Passive income is often the best kind of income.
It was interesting speaking with Eric about how he started his business and how it has evolved over the years.
Listen as Eric shares us some secrets of selling on Amazon along with some insights into starting your own business.

Want to hear more?  Hit it:   [themo_button text=”More Business Podcast Episodes” url=”” type=”standard”]

Authentic Business Adventures Podcast


Adventures, the business program that brings
you the struggle

stories and triumphant successes
of business owners across the land.

Today, we are welcoming/preparing

to learn from Eric Wulterkens,
president, owner,

founder of Kings Ridge Media. Eric,
how are you doing today?

I’m doing wonderful.
How are you doing?

I’m doing very well.
I’m excited because, Eric,

I know your main gig is to help
people sell stuff on Amazon.

Is that right?
Pretty much, yes,

I’m also a seller on Amazon myself,
but it’s really turned towards

aiding other sellers
and building their businesses.


So an interesting thing happened this year
where it seems like everybody stopped

going places and they just
ordered stuff online.

Sometimes when I look at my front porch,

I believe that my wife is slowly
keeping Amazon in business.

But I look at other front porches and I
feel like, oh, I guess she’s not alone.

So apparently there’s something to do,
something powerful with that platform.

So let’s just start with.

Let’s start with how you got
started in this whole game.

Well, I started about 13 years ago.

It basically kind of to give
the short, short version of it.

A friend of mine
if anybody out there remembers when there

used to be used CD stores and music
stores out there my a friend of mine

approached me and said,
we should really start one of these.

He’s like, I’ve seen what the one
in our local area was doing in sales.

And he says, it’s phenomenal,
blah, blah, blah.

So we kind of started down the road

of looking at starting one of these
stores and we got into it.

We ended up going to a franchisor.

We went through the meeting of sitting

there talking to him about
starting one of these stores and

a couple months into it,
in the planning process of it,

I realized that while
my friend was a very would be a very good

employee for the store,
that if we were going to really start

this, it was going to be
all on my shoulders.

I was probably twenty four at the time and
spending the hundreds and hundreds

of thousands of dollars it would
have cost to just start

this store was overwhelming to me and I
eventually said, I don’t want to do this.

And we had accrued a lot of inventory
to start the store at that point in time.

And he said, well, when am I going
to do with all this stuff I bought?

So initially I went to him and I said,
well, why don’t we sell it online?

He had no interest in that.

So then I ended up just buying all

the inventory from him,
and that’s kind of what started it all.


So are we talking
old TVs and stuff like that?

No, it was just media.

It’s just books and books and CDs.

OK, so there’s still probably a space
issue of some kind, right? Yeah.

Anyway, when I say it was a lot,
it really wasn’t a lot.

I mean we had just begun that process.

So I mean a month in,

I mean there was thousands of items.

There was not thousands
upon thousands of items.

All right.

And you acquire these one by one or
pallets at a time or? It was

mostly what it was,
was just buying like big lots,

finding a person that was just trying
to offload their entire collection.

And we would just buy that collection up

going to I mean,
literally going to rummage sales and

buying the entire everything they
had at a rummage sale for. Wow.

Beat they love seeing you.

Get my weekend back.

So. So so your initial plan was to set up

a brick and mortar retail store,
just reselling stuff.

All right.

All right.

And you figured, I guess,
what area was this in? Was this Appleton?

Yeah, it was up in Appleton.

OK. Where we were going to do it.

So it would have been in direct
competition with the place.

We were seeing how much they were doing
because they were also in Appleton.

All right.

And they were selling stuff as well.


OK, it would have been pretty
much the same type of store.


So so just side note, are,
is that business still in business?

No, that business probably
went out maybe two years ago.

OK, so.

So from retirement or from the whole
brick and mortar thing?

Honestly, I don’t know.

I would assume, I would assume that it was

just time, you know,
the market had shrunk that much.

All right.

That it just wasn’t
worth having it anymore.


So that long ago,

eBay was probably a big thing back then.


And honestly, I, I
messed around with eBay a lot.

I never have had a lot
of success with eBay.

When I first started,

we started on a website called,
which is no longer in existence now,

but it was actually owned
by eBay at the time.

And was basically eBay’s version

of a store that only sold
CDs, DVDs and books.

And that’s what we are focused in.

So we just put everything on
and started there.

And then a few years into it,
Amazon kind of came onto the scene. Amazon

was always there,

but it really came on the scene and and I
said and somebody had told me that if

if you’re doing books,
you should really be looking to Amazon.

So then I looked in Amazon,
started selling books on Amazon,

and then pretty much everything
moved over to Amazon.

Oh, that’s awesome. So at what
point, how long ago are we talking?


OK. So probably a year and a half into it

was when Amazon really became like,
OK, this is where we need to be.

All right.

Oh, so 15 years ago you got
in the Amazon trade. Yep.

So I would say that’s
that’s some strong foresight.

So you’ve probably seen them change
quite a bit over the past 15 years.

Yogya, big time.
Big time.

And and in fact, I like a lot of people

will ask me when they say when they hear
that I focus mainly in books,

in the media, they’re like,
why are you in that space?

Like, it’s such a dead space.

And and the reason why I’m in it is
because back 15 years ago

when you wanted to sell on Amazon,
that’s the only thing you could sell.

They had opened up their
marketplace to any other items.

So so I started in what they were doing.

And I’ve never I’ve played
around with leaving that.

Category one, never enough to the margins
in books are so much greater than what you

find in the other categories, that it just
never made sense to me to make the jump.

Nine So.

So 15 years.

You’re 20 mid 20s.

So how does it feel?

Well, let me back up a step.

When you had this inventory and you

decided to sell, it was the idea that I’m
just going to sell this stuff and get

a job, or is the idea that I’m going
to sell this stuff and use it

for a launching point to launch my own
business without this other clown?

So, yeah, I guess I would
say that it never really

never really crossed my mind
that it would turn into a business.

It really didn’t.

had all this stuff and I said,
I’ll buy from you.

And I was just going to start selling it.


I was actually very slow
on taking that leap where I became

a business where I would consider it,
especially going full time business.

Like I literally got to the point where
I realized that if I was wanted to ever

sleep again, I had to either give up
the business or had to give up the job.

Oh, funny.
So I if anybody were to ask me,

I would tell them that I waited
way too long to make that leap.

All right.

All right.

And what were you doing
for a day job at the time?

I worked for a company that we
I, I didn’t work for Cisco.

And when I say Cisco,

the computer company,
not the food company, because it’s OK.

Most common thing I’ve ever heard,
the big Cisco, but really big Cisco.

Yeah, but I was working for another
company that had a contract with them

and we were we worked on renewing these
big elaborate agreements they have

with their clients for all
their networking equipment.

All right.

So that was probably pretty
lucrative at the time to write.

It was all right, OK.

It was for my age.
It was.

I did pretty well with it.

OK, but but not by no means like,

was it a job you wanted to do
for the next 30 years of your life?

Put it all right.
All right.

That’s fair.

I just want to pause for a second.

Is there a beeping on your end?

No, no.

I keep hearing this beeping every
10 seconds or something like that.

Yeah, just went.
Hold on here.

Hold on.

Give me one second.

Did you hear it again?

Yeah, oh, yeah, that’s the guy
downstairs scanning books.

Oh, really?

I don’t know how many.

It makes a noise.

Yeah, the scanner makes a little beep when

I don’t really, but I can’t
imagine that it’s picking it up.

Yeah, it’s all right.
It’s all right.

It’s OK.

It’s like some like it’s
recording kind of thing.

It doesn’t matter.

Doesn’t matter.
We’ll cut that out.

OK, so you had this inventory.

Were you just in an apartment at the time?

Yeah, well, OK.

So I was in the military,

so I had a duplex that I owned,
but I was pretty compartmentalized.

OK, so so I bought a duplex
when I was in the military.

So when I had it came home,
I had a house to live in.

But it was it was a very small duplex.

So it was pretty much apartment sized,
but it did have a good size basement.

All right.

That was where everything was
stored at that point in time.

Very cool.
Very cool.

So you’re selling stuff just individually,
online and

When did the moment come where
you’re like, you know what?

Maybe I should quit my job and actually
make a business out of this?

So that was two thousand ten.

OK, I can see it was quite a ways.

And you’re talking five years.


it was basically my wedding present

to myself once I got married and I said,
this is it, this is it.

When after we’re married, man, I’m quit
my job and we’re seeing where this goes.

So did your did your new bride know that?

OK, this was discussed.

Like a funny story.

A job.

Oh, she was she cool with it or was she

like, let’s just see how this
goes or what was her reaction.


Like I the one thing I can say about

my wife,
my girlfriend at that point in time was

she has always been my biggest fan,
my biggest supporter.

All right.
So so when I sat down and said I think I

think we should do I can do this
and I think I can make it work.

She was just like as long as you think you
can make it work, I support you in it.

All right.

So very cool.

Very cool.

So is she now working with you or is
she’s got her own thing going on.

She is a photographer, OK?

She does do stuff with me.

She helps me a lot.

But but yeah.

And but she’s also grown up and started
her own company very much in its infancy.

So very cool.
Very cool.

So you got your own gig,
you got married then I imagine you’re

thinking I got to get more stuff
so I can sell more stuff, right?


And that was

I didn’t really have to.

So at that point we had grown obviously
past that original inventory.

At that point in time
we were going out to.

Thrift stores all over the state,
we’ve been at a point in time and I should

preclude that at a certain point in time,
I don’t remember exactly where it was.

My brother came in and became
a partner in this.

Oh, nice.

He has since left and now it’s
my business again, all alone.

But that’s why I say we because
it was him going doing this.


so we would travel around the country
working on different things

to different stores all over,
all over pretty much the Midwest.

We went anywhere from starting

in Wisconsin all the way down to Chicago,
out to Ohio as far wow.

At point in time.

And so we did that for several years.

And once we kind of hit a wall because
Amazon changed a bunch of policies

and overnight,
pretty much all the inventory we were

selling just became unprofitable
because of the fees that they hiked up.

Oh, we were playing a game where we were

living with very low margin,
selling a lot of items.

And overnight with these fee changes,
it just pretty much went away.


So you’re talking about just a gross
volume of product that you’re pushing?

I mean, it’s still probably fairly time

consuming to deal with the
ordering thing, posting it.

And then once you get the order, you get a
package to ship it out and all that jazz.


Amazon does have a program which we were
at that point in time and still today are

using very heavily where I just ship it
into Amazon’s warehouse and they when

the customer purchases
that they trip to the customer.

All right.
Which you’ve made it way more streamlined

and a lot easier because we didn’t
have to have the warehouse space.

We didn’t have to.

Worry about picking certain orders

by a deadline,
just as we could get the orders out

the door to Amazon from there,
they just took care of it all for us.

So what changed with Amazon fees that you

got over that hurdle,
I guess, and still kept selling them?


after that happened,
that was when my brother.

So after that happened,
we were very bitter about it

and sold for for about
six to eight months.

We started trying to create
like a wholesale business.

All right.
Similar to what I’m doing now.

But but it didn’t work as well.

It wasn’t nearly as successful as
the one that I’ve got going now.

But but we started doing a wholesale

business and we just
dropped Amazon completely.

All right.

And we did that for about
six to eight months.

Once we realized that that wasn’t going

to be that effective,
then I that’s when he bailed out.

And then I was sitting there thinking, OK,

what’s the next step,
what do I want to do?

And I looked at it and I said, OK,

the problems where we had before
with Amazon was the margin thing.


yeah, I devised a plan where I was like,

OK, I’m only going to sell things
that have this huge margin on.

All right.
So and that’s what I started doing.

And I have dropped that margin
down considerably now since then.

but it’s still triple the margin that we

were looking at back
before this all happened.


Jeff Bezos is famous for saying
your margin is my opportunity.

It’s going to undercut you
until you’re bleeding.

Yeah, I guess.

If you sell on Amazon, never,
never try to compete with Amazon.

All right.

Try to exist in a place where they don’t
exist because all of products on Amazon

that Amazon themselves do not have
any they’re not selling at all.

And where you got that’s where you that’s
where you find these great gaping margins

is in those products that it’s only
third party sellers selling them.

It’s not OK.

All right.

Do you so imagine
you’re still selling books, right?

OK, so if I’m looking for a given book,

let’s just say the bold
business book, right?

Let’s just say I sold
zillions of copies of those.

And so there actually is
a used market for them.

They showed up used on Amazon
as soon as I published it news.

So I don’t know how that game works.

I don’t know if you know how that works,
but that’s interesting.

Oh, yeah, that probably
shouldn’t happen that fast.

But that’s all it was immediate.

Immediate for that.

Oh, it was a weird it was a weird thing.
It still is,

because I sold a lot of books,
but I wouldn’t call it enough to justify.

The market, the U.S. market
that shows up for those books,

I guess a few thousand,

something like that,
but when you look on Amazon,

you look at UTS, there’s
dozens of businesses selling my books.

You blink.

So that’s not right.

I could give you a theory
on why that would be.

I’d be very interested.

There’s a very there’s a a very,
very small niche market on Amazon.

And what they do is they basically
extract all the listings from Amazon.

They look at the pricing
on those listings.

They jacked the pricing up by five bucks

or 10 bucks, and then they listed
under their account on Amazon.

All right.
If for some reason somebody buys it

from them,
they just go and buy it from a different

seller on Amazon and have
it shipped to the.


And I be willing to bet you that

those first people you saw
your listing for your book just showed up

on their list and they just
loaded it into their system.

So what they were probably doing is you
were there were probably new copies

of your book being sold cheaper
than they were selling them.

Sure, yeah.

A lot of them are.

We’re just sold.
Oddly priced.


So if, if, if one of them is what a sold

they would have just bought it new from
one of the one of those cheap sellers

and just had that seller
ship it to their customer.

It’s a huge market.

I don’t encourage anybody to ever
try that market because it’s.

You’re just waiting for your
account to be killed.

Yeah, someone’s shady is you’re
essentially banking on people’s.

Sucker, this and it’s

in it’s nearly impossible to do nowadays
on Amazon because they require you

to submit tracking on everything,
and if you don’t hit a certain metric

on this tracking,
you’re going to run into problems.

And that might be hard to do when
you’re not shipping the item out.

Yeah, interesting.

So interesting.

I just figured it was Amazon
trying to undercut me.

Essentially if they sell the book.

Right, which it’s its print on demand,
that was kind of the big thing.

Like how are there used copies
when it’s print on demand.

Mm hmm.
So it’s print on demand.

And some of the used books
used in air quotes.


Were showing up at less than
what retail is.

A tiny fraction less,
but still less Amson a lot of people are

going there for the deal, right,
instead of whatever, 16, 20 bucks,

whatever it was,
it was 15 or 19 or whatever,

whatever it was, it was like
25 cents less or something where someone

could potentially click
on that and buy it.

And then I wondered if that was just
Amazon’s way to cut me and the author out.

Yeah, I, I can’t really say I don’t
know, it’s just a weird, though

weird phenomena, but yeah,
it doesn’t matter,

doesn’t matter if we’re not making a whole
lot of money off of books anyways,

but are

not, I guess, authors of books.


You’re doing just fine.

So tell me you’ve advanced though
to the point of going beyond the basement

of a duplex and into a warehouse,
is that right? That’s correct.

All right. And when did that happen?

That was probably so when when I started
that initial wholesale business,

we started we started moving

at a point in time.

What we were going to do was and this is

very common in the Amazon
selling media world.


Was we were going to order
Gaylord’s of books.

If you’re familiar with what a Gaylord is,

a big cardboard box that looks that fits
on top of the pallet at a Gaylord.

So huge volumes of books.

And at one point in time
I was given the opportunity to buy.

But I had to buy it by the semi load.

Wow, I’m full of media.

They called it Mixed Media was an anything
CD, DVD, whatever they had that they were

just going to throw into these Gaylord’s
and they would ship them to us.

So when that came up, I said,

we can try this,
but we got to have a space.

All right.
So we went I went and found it was

basically just a storage unit in our
climate controlled storage unit.

Ironically, that storage unit had.

Had Internet already in it,
which I was like, why, but but they did.

Oh, it’s awesome.

So it had power in the
unit and everything.

It was just set up perfectly.


Well, we started doing that and
and we did that one time.

And I said, I will never do that again
because it was just such a pain to deal.

All right.

Well, I imagine a lot of the stuff
was probably not sellable.

Yeah, a lot of a lot of just garbage.

And it was just we weren’t equipped.

We didn’t have the equipment that you need

to tip these Gaylord’s
over to get the items out.

So we had people sitting inside

the Gaylords digging stuff
out and it just took forever.

All right.

I probably took us 30 days
to get through that truckload.

Oh, my gosh.
Oh, yeah.

And when it was all done, like,

as you can probably imagine,
90 percent of it was just garbage.

Oh, 90 percent.
Oh, yeah.

You can just throw away stuff.

All right.
And and the rest of it.

And there was a lot of good stuff

in there, but it was just wasn’t
worth the labor to do it.


You’re panning for gold at that point.


So Ultrasuede so we,
we did that and I said I would never do it

again but kept the warehouse anyways
because it was just an ideal situation.

It worked very well.

And you know, at this point this is like
two thousand sixteen that this happened.

Oh, nice experience.

So at that point in time.

I had been working from home so long

that I kind of enjoyed having
the separation of not having I mean, yes,

I still worked at home because I could do
a lot of things from my laptop,

but I could still leave a lot of it
at the end of the day and go home.

Totally understand.

I think a lot of people understand that.

So I.

So I kept that warehouse just

for that reason,
but then as this has progressed now,

now I have to have a warehouse because
it’s just growing so big that once again,

I would never be able
to do it out of my house.

All right.

So do you.

You must have employees now.

No, not really.

I have I have people that help me.

OK, so, all right.

I try to I try to do very flexible
scheduling where they

they only have to work when they want to
work and things like that just because I.

That’s kind of.

What I like about my business,
so I have people working for me.

I want to give them the same opportunity

so they can have the same treat that I
have where they don’t have to,

I don’t write up a schedule
or anything like that.

They just when they want to.

They message me and say,
hey, can I come work today?

All right.
So so are you.

It sounds like you’re no longer buying

stuff by the Gaylord
or at least not from those companies.


All my product now does come
in on pallets,

but it’s way different now because
now my suppliers, I’ve worked it out where

they send me a list
of what they have available.

Oh, nice.
And I had a custom piece of software

written that I can run this
list through this software.

It gives me a whole bunch of Amazon
data about that, those products.

And I just filter down based on those

that information to what I think can sell
profitably and then I just order

everything off the list I
think is profitable to sell.

All right.

Well, OK, you in a few sentences, you
just went through some huge stuff there.

One year custom software written.


So it just looked at ISBN numbers or YPA,
so I submit a list of ISBN numbers

and the price that they want for it,
and then it’s just a piece of software

that grabs Amazon, has an API where they
make all their pricing information

available and it just goes up,
grabs all that information from Amazon

and just attaches it
basically to the spreadsheet.

So I get it back and it tells me all

the different pertinent information
I want to know from Amazon.

That’s incredible. How did you find
someone to write code like that?

So it’s it’s kind of funny because about

about a year and a half ago,
I just saw something on a message board

that a guy wanted to start a like
a mastermind of Amazon sellers.

And I’m like, I’d be interested in that.

So I reached out to him.

We started this mastermind.

And one of the guys that then came
in to the mastermind

was happens to just be he’s been an Amazon
seller almost as long as I have.

But his whole his model is
very different from me.

He’s very, very data analytical.
Mm hmm.

So this was like I basically told him what
I when I first started doing this,

there was just an over the counter
software I could subscribe to that

did exactly what this new software does,

but it took twenty four hours
to run one of my lists through Wow.

Piece of software.

And I told him that and he’s like,
that’s, that doesn’t make any sense.

He’s like, you should be able
to do that in 13 minutes.

How long that list should be able to.

And I said, well, can you write
a program for me that would do that?

And he’s like, and he actually took it.

It now takes like

three minutes to run because what he does
is he cashes all the data on his server.

OK, so I like my data that I get is not

one hundred percent up to date,
but it serves a purpose just fine.

It’s close enough.


So and then the the wholesaler’s
that you’re buying this product from,

they’re allowing you to go line
by line to say yay or nay.

Yeah, exactly.

And essentially just picking
the stuff that is good enough margin.


That’s cool.

That is super cool.

And it’s it is also a model
that I’ve never seen anybody else do,

all right,
like I’ve never seen anybody that has

an arrangement like that with
somebody to purchase that way.

Yeah, so, so interesting.

So are these these wholesalers,

are they just buying libraries or
are they getting their volume from.

Pretty much.
So the funniest part about all this is,

is that all of my wholesalers
are Amazon sellers.

Well, just bizarre.

But but there’s a lot
of reasons why this works.

And it’s because they’re doing.

You say they’re buying.

Are they buying libraries?
Kind of.


So, like, one of them is

one of them has deals with just literally
thousands of libraries across the country.

And whenever the library has books

that they no longer want,
that there’s no longer keeping

in circulation, they basically just send
these books off to these

this company.

And the other one runs this massive site
on the Internet that you can just go

to and you can scan your book or CD into
and they’ll make you a cash offer for it.

Oh, really?

And that’s how they get
all their inventory that.

I want to pause for a second because this

blows my mind that because you
take a product like a book.


So let’s just say
on the high side, 25 bucks.

You have so many hands
and trucks and pallets and shelves

touching that book before it gets
to the consumer,

that for a used book
to for anyone in that line

to make any money selling that used book
just blows my mind.

Yeah, it’s well, and that’s why where you

come into the world where 90 percent
of what you’ll pick up is garbage.


Because the stuff that I sell is
not going to be something that

you’re going to walk into a
Barnes and Noble and buy.

It’s going to be rare out of print.

It’s going to be stuff that,
you know, they only ran like James Katamon

book could potentially be a very good
seller for me because there just isn’t

enough of them in circulation
for Amazon to keep it in.

I’ll get you a bunch of a man

to make some money.

So, as you know, I came across this book

is recommended by a friend,

I want to say the Gracies under
supercool book about this little tugboat

in the Atlantic of Canada
that just would rescue ships.

Supercool book, I want to say is printed.

30, 40 years ago, it’s a while,

it’s a while, and I looked for that book
on Amazon just as a recommendation

and I want to say that’s a new one
for hundreds of dollars.

Hundreds of dollars. Like what?

This is like college textbook pricing,
just like they got you.

They’re going to college,
you kind of thing.

Like this is just a casual read.

So all of a sudden, like,
whoa, what is this thing?

So I only used one on Amazon, whatever.

I didn’t pay that kind of money for it.

But I showed the link to my buddy because
I’m like, what is this book made of?

Like they they put a sheet
of gold in there, something like.

What is interesting must have been out
of print, I don’t know if it’s real

and you’ll see you’ll see books if you
scour Amazon, you’ll see books where

the low price is nine hundred
dollars or something like that.

This is crazy.

It’s just a supply and demand thing.

It’s more than likely that person that’s

selling it for nine hundred dollars is one
of those drop shippers that I was telling

you about from another
person and sells it.

And whatever software they’re using to set

their price just jacked the price up
really high because they know they’re

going to have to pay for it if
it ever sells just OK.

So a lot of that is like pricing
anomalies, I would call it.

It’s all right.
It’s a lot of people call it a price are

going haywire because on Amazon,
Amazon sellers, I have a program that sits

in the background,
watches the Amazon market and adjust

prices based on what
the Amazon markets do.

OK, so that’s super cool, so

you can set rules and things like

that within that replacer,
but there’s only so much you can do

in every once in a while,
they’ll go haywire.

All right.
And the important thing to know, too, is,

is that ninety five percent of people
that are selling books on Amazon.

Really don’t know what they’re doing,

so when they set up these reproducers,
they have no idea what they’re setting.

So they a lot of times they’ll set it up

really weird where it’ll do
just things that don’t make any sense.


All right.

All right, so when you your competition,
competition, so to speak, on Amazon,

is it the mom and pop shops that are just
selling like they happen to have

a bookstore or used bookstore
and they’re just trying to find a market?

Yeah, there’s probably
there’s probably ninety five percent

of those, but then there’s a lot of other
types of people out there.

I mean, one of my suppliers,
like I said, is a

an Amazon seller themselves, but in their
revenue for a year is 65 million.

So there are some very large
sellers also doing this.


to the best of my knowledge,

that suppliers that I have is actually
the second largest bookseller on Amazon.

So there’s actually one
that’s bigger than that.

So they’re doing 65 million,
ten bucks or so at a time.

Not even 10 bucks at a time,
most of the stuff I’m going to tell you,

they’re probably selling their
milk and maybe two bucks

now on an item, but they’re literally

selling thousands
and thousands of items a day.

Oh, my gosh.

That seems like an awful
lot of work for you.

I don’t like

those companies are doing like I
talked about with the Gaylord thing.

That’s their whole business.

They do the Gaylords

and I don’t know how they manage to do,
but they’re literally running through two

hundred thousand bucks a day,
probably in their warehouse.


All right.

Let’s I want to shift and talk about CDs
and DVDs,

because I can see that the flow of the way
that people consume media now is changing.

I still love my CDs
and I watch DVDs every once in a while,

but there’s Netflix and Hulu
and 50 million other places.

I want to take your money

to show you a movie that you
may vaguely be interested in.


How has the market changed
with CDs and DVDs?

Blu ray is whatever.

In the past it has become
a lot lot smaller.

But but the beauty of it is,

is that the market is still way
big enough that a person like me can make

a little bit of money that I
need to make sure that market

and people a lot of times will ask me,

when are you going to stop selling DVDs
because or where are you going to sell?

I don’t actually sell DVDs.
I only sell CDs.

But oh, gosh, I think when you when are

you going to sell stop selling CDs
and like, that market is dead.

And I’m like or like when a when
is the CD market going to die?

And I’m like, it’s already dead.


the way I feel like I figure

my generation in prior, you know,
the only people left still buying CDs.


Oh, I don’t really put
a lot of attention in CDs.

I do CDS has been done the same
way for the past six years.

OK, and I don’t ever change anything.

I just keep it going, just waiting for
the day where people stop buying them.

But I don’t see that day
coming any time soon.

No, I’m still I’m still old school, but
I’m also I just like to I like to own it.

I like to have it.

And I go through enough cars where
sometimes I still have my cassettes.

Sometimes you buy a car that’s only got a
cassette player and you want some tunes.

That’s what you’re going to do.

And believe it or not,

there are still people out there
selling cassettes on Amazon TV.


yeah, there is that market still exists.

I heard that when

I can’t

I can’t think of the movie where the guy
to Walking in space Marvel movie, whatever

with little Rick, one guy
on my mind just playing with it.


it’s what you’re thinking on one of these
cartoon movies or Guardians of the Galaxy.

Oh, never seen it.

All right.
You’re probably the only one.

Anyway, I’m probably

is on there with this little Walkman
throwing a cassette in there.

And I had my little brother and my big
brothers, big sisters, little brother,

ask me, what is that and what
do you mean what is that like?

That’s what we used to go
to the mall for, man.

And then he slapped the mall.


and that’s literally yeah,

that’s the way the market is, but it’s
still big enough to sustain and change.

The way I see it is I figure
I figure I got 10 years left.

I need to be selling CDs.
All right.

People like you are not going to die

in the next 10 years,
so we certainly should not.


So I think I think that
I think I’m good to go.

Oh, that’s cool.
That is cool.

So in regards to CDs,

are you getting those essentially
from the same wholesalers or you.


Whatever goodwill or whatever
has just been out there.

Ironically, this whole wholesaler

structure started with the CDs because
I found the wholesaler.

Through CDs first, at the time,
they were only doing CDs, all right?

And I did the CDs for about
a year and a half.

Then they got in the box, all right.

And I started playing around with the box
and then from from that then I went

and found the other
wholesaler to get more books.

And because the other wholesalers

completely book focus,
they don’t do anything.

CDs are.
All right.

All right.
That is cool.

So are you essentially just selling books

and CDs or have you branched
out into other areas as well?

I played I played around with

other things, and it’s just I always come
back to like I said, I’ll test out

this market and I’ll have some
success and it’ll be fine.

But I never scale it to the point where I
can really say it was a success and then I

just get annoyed with it and or just don’t
really it just gets pushed to the side.

And I don’t really, because I’m just doing
so well with the books that I’ve never.

It’s never become a big
part of my business.

All right, that’s for my
me and my software.

The guy that wrote my custom software,

he wants to work on a special program that
focuses on stuff, not books this year.

All right.
So the idea is that maybe I’ll tap

into that program and I’ll
give it another try for.

For non book products, nice this year,
but we’ll see how that goes.

All right, so you you also help people
get started on Amazon, is that right?

OK, how big of your.

Is of your job, let’s say,

from a time point of view, is that so
basically what I with with the wholesale

side, that the hell,
when I when you say I’m not coaching

people per say, I will coach
them if they need the coaching.

But the main focus of it is,
is that I allow other people to tap into

my suppliers in order books from them
the same way I own the books.


OK, so that’s where where
that program comes from.

And it has actually become one
of the biggest focuses of my time now

because what we have found
to be way more beneficial.

When I first set it up,
I envision people ordering items and then

they would be shipped to them and they
would do their thing with them

while we found that it’s way more cost
effective for them to come in here.

And then I prep everything and ship it
to the Amazon warehouse on their behalf.

Wow, so.

And so that’s like become the biggest
time consuming of my business is just.

Prepping all the stuff that comes

in for me, as well as all the stuff
that comes in for these customers, because

the margins are much smaller
with the wholesale customers.

So I’m obviously processing
through a lot more items.

So just having the time to can.

Flip all that stuff around and get it
from politics, where the biggest kind

of strength that’s all right, is that more
lucrative than doing your own thing?

So it is not more lucrative.

OK, what I like about it is that
any issues I’ve ever had with cash flow

in my business have gone completely
away by having this model.

OK, essentially I order in the books

by the time I process everything through
and send it out for my wholesalers.

They’ve paid for all the books.

Everything my books to so and I send
my books to Amazon, I,

I don’t have to now sit and wait six
months to get my money out of it.

I’ve already paid for the books
with the money from the wholesalers

and now all of the money coming
in from Amazon as just profits.

All right.

All right.

Let’s talk about capacity

because it sounds like a few people
helping you on the fly as needed.

But there’s also space because
some of the stuff takes up space.

So if you’re sending it to Amazon right
away on issue, I guess where you in?

It’s not too much of an issue,

but I still have pallets laying
around that have to be processed.

So space pallets of stuff.

So I mean I mean,
right now down downstairs I have two

pallets sitting sitting there
waiting to be processed.

All right, so the space is an issue,

even though it does inevitably turn
around and go back out to Amazon.

All right.

So, yeah, the space and capacity
this is when I first started this.

I was really funny because I never thought
I would ever hit a ceiling on capacity.


And now it’s grown way bigger than I
ever thought it would with the nice.

And now I’m starting to see, OK.

Maybe there are capacity issues to this,

maybe my suppliers are going to run out
of books at some point in time because.

Oh, because the last few months.

Have been kind of like I’ve had supplier
or clients coming to me and saying.

Where’s all the stuff,
where’s all this stuff,

because I’m not getting nearly
as much as I have been getting.

So I guess I don’t know for sure.

But in regards to our local library here,

they’re they’re not closed,
but they’re 98 percent closed.

So I imagine they’re probably not
even processing getting rid of books.

That could be a huge part of the problem.

I think my big part of the problem
for the last few months has been

that I think these people are retail
focused first or they do wholesale OK.

And I think because of Christmas,

they’ve been cutting back what they’re
going to do wholesale,

get you to keep the bandwidth open for
the increased demand during Christmas.


So have you seen this
before in years past?

No, no, no, no.

Because I was never ordering
at the capacity I’m ordering now.

Oh, there was probably never an issue like

it could have happened years past, but it
would have never been at the capacity.

Like there still would have always
been way more than I needed there.

It’s all interesting.

Oh, that’s cool.

Well, I mean, that’s a good problem.

Yeah, that’s ah.

That you know, that you’re you’ve hit
that volume threshold where, you know,

like, oh, here’s a problem
I didn’t even know existed.

And it’s extremely difficult to get
another supplier

because it is a very unorthodox

way of purchasing books
that essentially one by one.

So what I.

The people I’ve approached about doing

this, they’re kind of like,
why, why would we do that?

You know, like so and and I
did I did a pallet of stuff.

Hope it’s good.

And they’re like, well,
we’ll sell you Gaylord’s.

And, you know, and that’s just they’re
going to throw random stuff in Gaylord’s.

And I don’t want to ever go down that band

because you don’t want
to deal with the waste of it.


When I have to get rid
of 90 percent of the books.

You’re essentially paying for somebody

else’s trash in the hopes that there’s
some of them to justify the time.

For the 10 percent.

That’s good.

So so.

So, yeah, I’m kind of at that.

That’s where I’m at today.

Where OK, how do I expand this further
or what do I start looking into.

Like, like you said, other categories
to go to and stuff like that.

So interesting.
Oh, that’s cool.

That’s super cool.
There’s been some of the the challenges

that you came across besides
this whole running out of.

Inventory of products saying that you

didn’t anticipate over the 15 years
you’ve been doing this, the beginning?

Well, I mean,
the hard lessons when when Amazon did

that, did that fee increase and stuff
like that, that was a real eye opener.

One of the hardest things that I realized
now, and this is a huge part of the reason

why we have why I started the wholesale
part of it was because I realized

and I actually think this is something
that you say in your book, you know,

having having one customer
is a terrible idea.

And when you even though when you’re

selling on Amazon,
even though you’re selling to millions

of people, you really
only have one customer.


At any point in time, Amazon can
take all those customers away.

They prove that.

So that’s where why that was where

the whole motivation for the
wholesale thing came from is.

It took me 13, 15 years to figure it out.

But like, I need to figure
out something that.

I can do that, does not even though it
is kind of directly related to Amazon.

It’s not my money is not
coming from Amazon, right.

So that was one of the biggest obstacles.

And then when I started that wholesale

one of the hardest parts about it was

when you’re an Amazon seller, marketing is
not really a thing you ever think about.


Well, getting clients is not
a thing you ever think about.

Oh, you just sourced the inventory
in Amazon, brings the customers to you.

All right.
So then I start this wholesale thing and I

sit there and I say, OK,
so now how do I get somebody to sign off?

Just just the phone and will it.

Yeah, I saw so and but the blessing
in disguise with it was,

was that with a wholesale client,
all my wholesale clients are worth.

I get a wholesale client,
one that I would consider real client

that’s worth 15,
20 thousand dollars worth of sales.

OK, so.

The good part about it is,
yes, now I’ve kind of learned how

to market what
I’m blessed also in the sense that I don’t

have to get, you know, I don’t have
to market to a thousand people.

I only need the market to like.

My whole goal was to get 10 people,
which I’ve gotten to.


but so while I still feel blessed because

the marketing side of it was easy for me
because there was only 10 clients instead

of a thousand clients,
but that was the scariest part about it,

was because I had never done marketing
up to interesting at all in my patristic.

So that is cool.

So you just to clarify,
I guess, what you said before.

You don’t have to do even
Amazon ads or something.

There’s enough people looking
for the products that you’re selling.

Yeah, I like Amazon ads is really what it

that’s designed for is if you’re going
to launch your brand new product that has

never been on Amazon
to Amazon and sell it, well,

what’s going to happen is you’re going
to create that product on Amazon

and Amazon is going to give
it no weight whatsoever.

All right.

They’re going to pretend
like it doesn’t exist.

They’re going to assume nobody wants it.

And what will happen?

So then you start targeting ads to it
that gets people to buy it.

And once people start buying that on
Amazon, that gives it more weight.

It starts that’s where you start getting

organic people to organic customers
to come to that listing and buy it.

All right.

With what I do,
all of this stuff already has that weight

underneath it because it
already exists today on Amazon.

OK, so I get that organic.

Traffic right away without
doing anything nice.

So so, yeah, there’s no
marketing whatsoever.

So the markets,
you get the Charlotte’s Web book or

whatever someone’s already looking
for that you don’t have to push it.


You just have to compete with whoever else
is selling Charlotte’s Web.


Interest in the software that you have
helps you figure out an ideal price.

That’s cool.

That’s super cool.

So it’s very much more like being
just a wholesaler for Amazon.


You know, not not being a.

You know, like a traditional business

that’s got to drive up their customers
and things like that, it’s

wholesaling directly to Amazon and letting
Amazon take care of all that for you.

So what is compelling about your business

is that you can essentially
set your own hours

on pitfalls. Right?

There’s a huge volume of freedom there,
but there’s also the physical contact

that you have with the product
that it’s not exactly a live on the beach

kind of thing, you know, no, it cannot
be done remotely, unfortunately.

So that’s a cool, interesting
hybrid model, I guess, so to speak.

But there’s something to be said about

having the freedom to do to work
when you want to work kind of thing.

Like there’s no you’re not committed,
I imagine, to the most part of having

to be sitting at your desk at 3:00
in the afternoon or whatever.

The way I describe it to people is,

is that I work unless there’s something
going on, if I you know what I mean.

And that’s really how it is.

Like Monday through Sunday.

I literally if I have nothing going on,
I’m going to be here working.

But if something comes up on a Tuesday

at two o’clock, well, then I’m just
going to go and do my own thing.

That is awesome, you know?

So that is cool.

Yeah, that is cool.

Eric, this has been awesome.

I want to ask you just really quick,
where did the name come from?

The Kings Ridge media.

This is a very funny story, actually.

So me and my brother,
who is my partner in a point in time.

So we started out, we started out,

I came up with the name,
which was a very bad idea.

I came up with the name of extreme media

and we played on a volleyball
team and we made our company a

we made it the sponsor
of our volleyball team.

So we all had we all had
extreme media shirts.

Extreme media are the gall

to ask you, what do you think of when
you think of the extreme media?

I kind of go to porn,
but I don’t know why.

That’s exactly what everybody
would come up and say.

You got a pawnshop to sponsor.

And I like I don’t know why I’m over

there, but yeah, I so so we’re like,
well, maybe that’s not the best name.

So then we I just told
my brother I’m like my brother.

My brother is a much more avid reader
than I am, so I’m constantly reading.

So I said, just pick
something out of a book.

You’re reading that and that’s
just what we’ll do it.

We’ll pick up a name

and we’ll put media at the end
and that’ll be the name of the company.

So we picked he kicked picked Kings Ridge,

which was the name of a town in a book
he was reading or something like that.

All right.

So when he told me that this
is what he wanted.

I heard Kings Ridge.

And I immediately went and registered

the domain Kings Ridge can be a dotcom,
and then I told them, OK, it’s there.

Go, go check it.

You kept typing it and he’s like,
it’s not coming up.

It’s not California.

And then finally, we figured
out that I didn’t hear him.


And it was actually he
said Bridge, not Ridge.

So and I’m like, well, know I’m Lakeridge.

It is

so funny.
I like it.

It’s less porn like, I guess.

Oh, it’s funny.

So so if someone was interested in getting

a little bit of help selling on Amazon,
are you a person they could talk to?

I love it.

I love like I will not ever like at least
unless you start calling me every day.

I’ll never ask for money
for for a one time.

Sit down to answer your
questions and stuff.

All right.

And you can just reach out to me.

I’m on LinkedIn.

I’m on Facebook.

You can go to my website,


And there’s a little contact at the bottom
of the page that you can email me.

Very cool.
Yeah, definitely.

I’d love to sit down
with anybody interested in it.


Well, Eric, this has been super cool.

I feel like we can talk for a lot longer,

but we got to button up to make
sure that we fit in our radio slot.

That’s how it rolls right now.

This has been Authentic Business Adventures,

a business program that brings you
the struggle

stories and the triumphs and successes
of business owners across the land.

Coming to you, Eric.
Where are you?

Appleton, Wisconsin.

Appleton, Wisconsin.

I’m just outside of Madison, Wisconsin.

Hence our crazy Wisconsin accent.

That’s just.

Long Aaaaa.

My name is James Kademan
and Authentic Business Adventures is

brought to you by Calls On Call,
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services for service businesses
across the country on the web,


as well as Draw In Customers Business
Coaching, offering business coaching

services for entrepreneurs in all stages
of their business. On the web,

And of course,

The Bold Business Book,
a book for the entrepreneur in all of us

available on Amazon and wherever fine
books are sold, both new and used right.

We’d like to thank you our wonderful
listeners, as well as our guest,

Eric Wulterkens, president and founder
of Kings Ridge Media. Find us

airing locally on 103.5
Wednesdays at 1:00 p.m. Sundays

at 2:00 p.m.
As well as at

Just click that little podcast link.

Eric, thank you so much
for being on the show.

Thank you for having me.
This is super cool.

Why don’t you tell people how to get a hold

of you again just one more time.
You can can connect with Eric

Wulterkens on LinkedIn or Facebook
or just go to

and there’s a contact
button that you can click on there to send me an email.

That’s awesome.

I love it.
Eric, this has been super cool.

I wish you great success in the next,

I guess, ten years since
that’s all you really need.

Just go from there.
CDs and books will still be selling well.

All right.

Well, to everyone else out there,
I want you to do me a huge favor,

like, subscribe, share, get the world
to know Eric and then stay awesome.

And, of course, enjoy your business.




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