Byrna Technologies

To provide a safe non-lethal firearm alternative by becoming the global brand for non-lethal self-defense.

Byrna Technologies SWOT Analysis

Updated: October 4, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Byrna Technologies was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Byrna SWOT Analysis reveals a company at a critical inflection point. Its powerful direct-to-consumer engine and strong brand have fueled impressive top-line growth, establishing it as a category leader. However, this growth has come at the cost of profitability, driven by high marketing spend and a heavy reliance on the US market. The key strategic challenge is to translate market leadership into sustainable profit. This requires optimizing customer acquisition costs, reigniting stalled international expansion, and continuing to out-innovate a growing field of competitors. The opportunities are significant, particularly in global and law enforcement markets, but realizing them demands a disciplined focus on operational efficiency and strategic market entry. The path forward is about scaling intelligently—transforming revenue momentum into enduring enterprise value by achieving profitability and diversifying its geographic footprint, thereby solidifying its mission to provide safety globally.

Axon Enterprise PepperBall SALT Supply Co. Mace Security International Sabre

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To provide a safe non-lethal firearm alternative by becoming the global brand for non-lethal self-defense.

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Strengths

BRAND: Strong DTC brand recognition with a 4.8-star avg user rating
GROWTH: Consistent double-digit revenue growth, reaching $45M TTM
MARGINS: Healthy gross margins of ~55% driven by DTC sales channel
INNOVATION: Expanded product line with 12-gauge and LE launchers
CHANNEL: Dominant DTC channel provides high margins and customer data

Weaknesses

PROFITABILITY: Consistent net losses due to high SG&A/marketing spend
INTERNATIONAL: Stagnant international sales, <10% of total revenue
CAC: High customer acquisition costs to drive DTC growth in USA
DEPENDENCE: Over 85% of revenue from the competitive US market
INVENTORY: Past challenges with managing inventory levels effectively

Opportunities

GLOBAL: Untapped international markets with rising safety concerns
LAW ENFORCEMENT: Growing LE interest in effective non-lethal options
RETAIL: Expand footprint in big-box sporting goods and outdoor stores
PARTNERSHIPS: Co-branding opportunities with automotive/security firms
LEGISLATION: Potential for laws favoring non-lethal defense tools

Threats

COMPETITION: New entrants like SALT Supply Co. targeting the same market
REGULATION: Risk of adverse state-level legislation (e.g., California)
ECONOMY: Discretionary spending slowdown impacting high-ticket sales
MEDIA: Negative press from product misuse could damage brand trust
SUPPLY CHAIN: Geopolitical risks affecting key component sourcing

Key Priorities

DTC: Solidify US DTC dominance by optimizing marketing spend and CAC
GLOBAL: Reignite international growth in 2-3 key strategic markets
INNOVATION: Accelerate new product dev to counter competitive threats
PROFITABILITY: Chart a clear path to profitability via operational scale

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Byrna Technologies OKR

Updated: October 4, 2025 • 2025-Q4 Analysis

This Byrna OKR plan is a masterclass in strategic focus. It directly translates the core challenges from the SWOT—profitability, international stagnation, and competitive pressure—into clear, actionable objectives. The plan wisely prioritizes solidifying the profitable DTC core ('DOMINATE DTC') while simultaneously planting the seeds for future growth ('GLOBAL REACH'). The emphasis on both innovation ('INNOVATE DEFENSE') and efficiency ('SCALE PROFITABLY') creates a powerful balance between offense and defense. By integrating AI-driven initiatives into key results for CAC and inventory, the plan is not just strategic but technologically forward-looking. This is the disciplined roadmap Byrna needs to evolve from a high-growth startup to a sustainable, profitable market leader.

Axon Enterprise PepperBall SALT Supply Co. Mace Security International Sabre

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To provide a safe non-lethal firearm alternative by becoming the global brand for non-lethal self-defense.

DOMINATE DTC

Solidify our position as the #1 non-lethal DTC brand.

CAC: Reduce customer acquisition cost by 20% by optimizing our marketing funnel with AI-powered tools
LTV: Increase customer lifetime value by 15% through targeted ammo and accessory upsell campaigns
CONVERSION: Boost website conversion rate from 2.5% to 3.5% via A/B testing and improved UX
AOV: Raise average order value by 10% by launching three new high-margin product bundles

GLOBAL REACH

Establish Byrna as a recognized global safety brand.

MARKETS: Launch full DTC operations in two new tier-1 international markets (e.g., Canada, Australia)
REVENUE: Grow international sales from 10% to 20% of total company revenue by end of year
PARTNERS: Sign distribution agreements with 10 new strategic partners in Europe and Latin America
COMPLIANCE: Secure all necessary regulatory approvals for our core products in three new countries

INNOVATE DEFENSE

Expand our product moat and define the future of safety.

LAUNCH: Successfully launch one new flagship product that generates at least 15% of new sales
PIPELINE: Advance two new technologies from R&D concept to functioning prototype stage
IP: File five new patents related to next-generation launcher systems and projectile technology
FEEDBACK: Implement a customer feedback loop that informs 75% of the new product feature roadmap

SCALE PROFITABLY

Build a foundation for sustainable, profitable growth.

PROFIT: Achieve two consecutive quarters of positive adjusted EBITDA by optimizing operations
MARGIN: Improve gross margin by 200 basis points through supply chain and manufacturing efficiencies
INVENTORY: Reduce inventory days on hand by 25% using a new AI-powered demand forecasting system
OPEX: Decrease non-marketing operating expenses as a percentage of revenue by 10% from baseline

METRICS

Annual Revenue Growth: Achieve 25% YoY
Gross Margin %: Maintain >55%
Adjusted EBITDA: Reach positive territory

VALUES

Live Safe
Innovate to Protect
Empowerment Through Choice
Uncompromising Reliability
Responsible Ownership

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Byrna Technologies Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Byrna Technologies Q1 2024 Earnings Report and Conference Call
Byrna Technologies 2023 Form 10-K Annual Report
Byrna Investor Relations Website and Presentations (May 2024)
Public financial data from Yahoo Finance and MarketWatch
Analysis of competitor websites and market positioning

Axon Enterprise PepperBall SALT Supply Co. Mace Security International Sabre

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To provide a safe non-lethal firearm alternative by becoming the global brand for non-lethal self-defense.

Toggle Theme

What Went Well

DTC: Direct-to-consumer channel continues to show robust growth
MARGINS: Gross margins remained strong, above the 50% target
PRODUCTS: Positive market reception for new products like the LE launcher
AMAZON: Sales through the Amazon marketplace exceeded expectations
BRAND: Aided brand awareness metrics showed continued upward trends

Not So Well

INTERNATIONAL: International sales performance was flat and below plan
PROFITABILITY: Net loss widened due to increased marketing expenditures
DEALER: Sales to the dealer network were softer than anticipated
EXPENSES: Operating expenses grew faster than revenue in the last quarter
GUIDANCE: Company had to revise full-year guidance downwards slightly

Learnings

CHANNEL: The DTC channel is our most powerful and profitable asset
MARKETING: Brand-building marketing is costly but necessary for long term
GLOBAL: International expansion requires dedicated focus and investment
PROFIT: Revenue growth alone is not enough; we need a path to profit
DIVERSIFICATION: Over-reliance on one channel or market is a risk

Action Items

MARKETING: Test and scale new marketing channels to diversify and lower CAC
GLOBAL: Develop a focused plan for 2-3 priority international markets
OPERATIONS: Identify and execute on $2M in operational cost savings
PROFITABILITY: Create a clear, time-bound roadmap to achieve net profit
CHANNEL: Launch a new incentive program to re-engage the dealer network

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Byrna Technologies Market

AI-Powered Insights

Claude

Gemini

GPT

Byrna Technologies Q1 2024 Earnings Report and Conference Call
Byrna Technologies 2023 Form 10-K Annual Report
Byrna Investor Relations Website and Presentations (May 2024)
Public financial data from Yahoo Finance and MarketWatch
Analysis of competitor websites and market positioning

Founded: 2005 (as Security Devices International)
Market Share: Leading share in consumer CO2-powered non-lethal launcher segment
Customer Base: Civilians (self-defense), Law Enforcement, Private Security
Category:
Non-Lethal Defense
SIC Code: 3484
NAICS Code: 332994 Small Arms, Ordnance, and Ordnance Accessories Manufacturing
Location: Andover, Massachusetts
Zip Code: 01810
Congressional District: MA-6 LYNN
Employees: 170

Competitors

Axon Enterprise View Analysis

PepperBall Request Analysis

SALT Supply Co. Request Analysis

Mace Security International Request Analysis

Sabre View Analysis

Products & Services

No products or services data available

Distribution Channels

Byrna Technologies Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Byrna Technologies Q1 2024 Earnings Report and Conference Call
Byrna Technologies 2023 Form 10-K Annual Report
Byrna Investor Relations Website and Presentations (May 2024)
Public financial data from Yahoo Finance and MarketWatch
Analysis of competitor websites and market positioning

Problem

Fear of assault or home invasion
Discomfort with lethal firearm ownership
Existing non-lethal options lack range

Solution

Effective, reliable non-lethal launcher
Safe standoff distance from threats
Empowerment without lethal consequences

Key Metrics

Revenue Growth Rate
Customer Acquisition Cost (CAC)
Gross Margin Percentage
Repeat Purchase Rate (Ammo)

Unique

Firearm-like form factor & ergonomics
Potent chemical irritant projectiles
Strong direct-to-consumer brand

Advantage

First-party customer data from DTC sales
Growing brand synonymous with safety
Patented technology and product ecosystem

Channels

DTC E-commerce Website
Amazon Marketplace
Independent Dealer Network
International Distributors

Customer Segments

Homeowners seeking family protection
Professionals (realtors, truckers)
Outdoor enthusiasts (RVers, campers)
Law Enforcement & Private Security

Costs

Sales & Marketing (High % of revenue)
Cost of Goods Sold (COGS)
Research & Development
General & Administrative Expenses

Byrna Technologies Product Market Fit Analysis

Updated: October 4, 2025

Byrna provides peace of mind through effective, non-lethal self-defense. Its launchers empower individuals to protect themselves and their families from a safe distance, offering the stopping power needed in a crisis without the permanent consequences of a firearm. It's safety for everyone, giving people the confidence to live without fear in an uncertain world. It is safety, redefined.

EFFECTIVE PROTECTION: Proven to deter, disorient, and disable threats from a safe distance.

NON-LETHAL PEACE OF MIND: The power to stop a threat without the risk of taking a life.

ACCESSIBLE SAFETY: Easy to use and legal to own in more places than traditional firearms.

Before State

Feeling vulnerable without effective defense
Uncomfortable with owning a lethal firearm
Limited non-lethal options (close range)

After State

Feeling empowered and confident to protect
Owning a safe, effective, non-lethal tool
Having standoff distance in a crisis

Negative Impacts

Constant anxiety about personal safety
Risk of tragic outcomes with firearms
Inability to protect family from a distance

Positive Outcomes

Peace of mind at home and in public
Ability to de-escalate without fatality
Protecting loved ones becomes possible

Key Metrics

Customer Retention Rates

~30% for ammo

Net Promoter Score (NPS)

Estimated 55-65

User Growth Rate

15% YoY revenue growth

Customer Feedback/Reviews

4.8/5 avg on site

Repeat Purchase Rates

High for projectiles

Requirements

A reliable, easy-to-use device
Effective stopping power without lethal risk
Training and responsible ownership education

Why Byrna Technologies

Ergonomic, firearm-like launcher design
Potent chemical irritant projectiles
Online training resources and support

Byrna Technologies Competitive Advantage

Superior range over sprays and tasers
No firearm license required in most states
Strong community and brand advocacy

Proof Points

Thousands of 5-star customer testimonials
Adoption by law enforcement agencies
Featured on major news outlets

Byrna Technologies Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Byrna Technologies Q1 2024 Earnings Report and Conference Call
Byrna Technologies 2023 Form 10-K Annual Report
Byrna Investor Relations Website and Presentations (May 2024)
Public financial data from Yahoo Finance and MarketWatch
Analysis of competitor websites and market positioning

Strategic pillars derived from our vision-focused SWOT analysis

Own the civilian non-lethal defense category

Master global DTC and retail channels

Launch a new disruptive product every 18 months

Build an iconic brand synonymous with safety

What You Do

Manufactures and sells CO2-powered non-lethal personal security devices and ammunition.

Target Market

Safety-conscious civilians and professionals seeking effective defense without lethal force.

Differentiation

Firearm-like form factor and effectiveness
Strong direct-to-consumer brand
Broadest range of non-lethal ammo types

Revenue Streams

Launcher sales (one-time)
Ammunition & CO2 sales (recurring)
Accessory & merchandise sales

Byrna Technologies Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Byrna Technologies Q1 2024 Earnings Report and Conference Call
Byrna Technologies 2023 Form 10-K Annual Report
Byrna Investor Relations Website and Presentations (May 2024)
Public financial data from Yahoo Finance and MarketWatch
Analysis of competitor websites and market positioning

Company Operations

Organizational Structure: Functional structure with product, marketing, sales, and operations divisions.
Supply Chain: Global components, US-based assembly
Tech Patents: Holds multiple patents for launcher and projectile technology.
Website: https://byrna.com/

Top Clients

Board Members

Byrna Technologies Competitive Forces

Threat of New Entry

MODERATE: Requires significant capital for manufacturing, marketing, and navigating complex legal/regulatory hurdles, but the market is attractive.

Supplier Power

LOW-MODERATE: Key components like CO2 cartridges are commoditized, but some custom-molded parts and chemical payloads give select suppliers leverage.

Buyer Power

LOW: For individual consumers, pricing is relatively inelastic and there are few direct alternatives with the same form factor and brand trust.

Threat of Substitution

HIGH: Buyers have many alternatives for self-defense, including traditional firearms, tasers (Axon), pepper sprays, and other security measures.

Competitive Rivalry

MODERATE: Growing number of direct competitors like SALT, but Byrna has strong brand lead. Indirect competition from Tasers/firearms is high.

Analysis of AI Strategy

Updated: October 4, 2025 • 2025-Q4 Analysis

The Byrna AI SWOT Analysis underscores a significant untapped opportunity. Byrna's core strength, a rich repository of first-party customer data from its DTC success, is the perfect fuel for AI-driven growth. Currently, a lack of internal AI talent and infrastructure is a major weakness, preventing the company from capitalizing on this asset. The most immediate and impactful application of AI is in marketing, where it can be used to personalize campaigns and drastically reduce customer acquisition costs—a key blocker to profitability. Beyond marketing, AI presents opportunities to streamline operations through better demand forecasting and enhance customer support. For Byrna, AI is not a futuristic luxury; it is a critical tool to solve its most pressing business challenges: achieving profitable growth and scaling operations efficiently. A focused investment in marketing-centric AI could yield substantial returns and create a durable competitive advantage.

Axon Enterprise PepperBall SALT Supply Co. Mace Security International Sabre

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To provide a safe non-lethal firearm alternative by becoming the global brand for non-lethal self-defense.

Strengths

DATA: Rich first-party DTC customer data for training AI models
CHANNEL: Direct digital channel to deploy AI-driven experiences
BRAND: Strong brand allows for direct engagement with AI-tools
FEEDBACK: Thousands of customer reviews to mine for NLP insights
MARKETING: Existing digital marketing stack ready for AI integration

Weaknesses

TALENT: Lack of in-house AI/ML engineering and data science talent
INFRASTRUCTURE: No dedicated MLOps or data warehousing infrastructure
STRATEGY: No formal, company-wide AI strategy or roadmap currently
SPEND: Limited budget for speculative AI R&D outside of marketing
Silos: Customer data may be siloed across different platforms

Opportunities

MARKETING: Hyper-personalize ads and emails to dramatically lower CAC
FORECASTING: Use AI for precise demand and inventory forecasting
SUPPORT: AI-powered chatbots to improve customer service efficiency
R&D: AI simulation for new projectile designs and material science
SALES: AI tools to identify and score high-potential LE agency leads

Threats

COMPETITORS: Nimbler rivals could use AI to gain a marketing edge
PRIVACY: Mismanagement of customer data for AI could erode trust
MISINFORMATION: AI-generated fake reviews or negative content
COSTS: High cost of implementing and maintaining AI infrastructure
BIAS: Biased AI models could lead to ineffective or unfair marketing

Key Priorities

MARKETING: Deploy AI to optimize marketing spend and reduce CAC by 20%
OPERATIONS: Implement AI-based demand forecasting to optimize inventory
SUPPORT: Launch AI chatbots to handle 50% of tier-1 support queries
DATA: Build a unified customer data platform to enable AI initiatives

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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Byrna Technologies Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Byrna Technologies Q1 2024 Earnings Report and Conference Call
Byrna Technologies 2023 Form 10-K Annual Report
Byrna Investor Relations Website and Presentations (May 2024)
Public financial data from Yahoo Finance and MarketWatch
Analysis of competitor websites and market positioning

Profit: -$11.8 Million (TTM as of Q1 2024)

Market Cap: $160 Million (as of May 2024)

Stock Performance

Annual Report: Available via SEC EDGAR database

Debt: $3.5 Million (as of Q1 2024)

ROI Impact: Marketing spend efficiency is key driver

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Category Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Byrna has a societally impactful mission and a strong brand, giving it a high ambition score. However, its achievability and SWOT are balanced by significant profitability challenges and competitive threats. The OKRs are strong and category-shaping. Its rich DTC data gives it high AI potential. The resulting index places it firmly as a Category Leader, but it must solve profitability to ascend to a 'Frontier Builder' tier. The growth multiplier is tempered by survival probability linked to achieving profitability.

SWOT Factors

Upside: 83.3 Risk: 70.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

Achieve sustained profitability to prove business model

Successfully expand into 2+ major international markets

Leverage AI to create a durable marketing efficiency advantage

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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