Because of products or what? After a brief stroll through the website it's clear where they went wrong. Black powder guns that cost more than centerfire is a no no. Then the introduction of the centerfire rifles, mistake. You don't go to a seafood restaurant for a steak.

Shadow
Rolling block
KPI
Shotguns

Here are the mistakes.

Kinda along the line of Beeman air rifles vs Daisy. Yes, their is a niche for $1000 air rifles. But everyone at one time has a Daisy, and people are still buying them.
They're for fun. The niche for ML's is that you get extra hunting time. Period. If you had the choice to use a rifle during ML, you would.

Nobody really takes them seriously anyway, like I said a bonus hunt is all it is. When you dump in the price point, you broke the bank. Scoped centerfire combos that sell for $350 are all over the place. The breaking point for ML should be below $200

Suggested retail appears way too steep. The old LK-93 blister packs were the way to go. If I remember correctly, I think you could go directly to the range from the store with that deal. Modern BP shotguns a needless. Anyone shooting these types generally are using reproductions.


So you drop everything except the Bighorn, revamp the LK-93, add a line of bp specific scopes (good ones, not like the crap we see on CF combos) Create a much better packaged combo than before. Then keep the long range model as the upper end.
Sponsor a Saturday morning show that highlights the simplicity of BP hunting and their products. Each week feature an actual customer along with the paid spokesman. Don't be afraid to spout load data. Make a deal with IMR for custom 100 gr. powder pellets, then Hornady for a custom bullet, and take your pick on the ignition and create one single whitetail load that takes all the guesswork out of shooting recipes. Use this on the show and sell all the bullet components in ONE STINKING PACKAGE....

When part of your company history includes "the pioneer of inline blackpowder rifles" You should have an enormous edge over all the competition, if you know how to use it.

Mr. Knight, I'll be waiting for your PM. I hear opportunity knocking. I've always wanted to be in the hunting industry.......love management strategy..