If You Could Launch An Ammo Line…

A hypothetical question: If you could launch your own line of ammunition, what would you do? Considering the sheer number of ammo lines out there and their varied applications, is there really anything that can be improved upon? Or if not improved upon, perhaps simply manufactured and sold in a different way.

There are studies and polls out there supplying endless information about sales and trends. For example, 9mm is now overtaking the .380 ACP trend we saw in recent years. Also, the majority of gun owners would rather buy inexpensive target rounds than shell out the cash necessary to train using defense rounds – even if their only reason for having a gun is self-defense. Even many hunters refuse to buy enough hunting-specific ammo to properly zero rifles prior to a hunt, let alone to consider practicing in advance. Market trends matter and are absolutely taken into consideration when planning the launch of a new ammunition line, but I’d like to hear your thoughts. What would you do?


Keep in mind that any fledgling ammo company needs to take the cost of designing and manufacturing that very first round into consideration, and then there’s packaging…it’s not a small endeavor. When shooters complain about the rising cost of ammunition it’s understandable, but inflation doesn’t only increase the cost of your burgers and beer. It hits ammunition and firearms manufacturers, too. So start small. Choose one specific goal, whether target rounds, hunting rounds, defense rounds…whatever it is, pick one. Maybe a quirky or trending theme should surround the new line (hence the creation of zombie and drone ammo as a great way to pull in the “wow that’s cool” buyer). Maybe it should just be target rounds, and if so, where would you start? What caliber, what brass – would you insist on American-made? (If so, prepare for higher costs all around.)

We’ve probably all become frustrated with the rising cost of ammo. I’ve cringed on more than one occasion while grabbing boxes at my local gun store, wishing for the prices of 20 years ago (Yes, I said 20 years). How many of you have actually put detailed thought into what you’d want out of an ammo line? TFB readers as a whole have put a mind-boggling number of rounds down-range, so I believe you’re the ones to ask.

If you could launch an ammo line, what would you start with?


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TFB Staff, bringing you the latest gun news from around the world for a decade.


  • John L.

    Full customization.

    Customer sets the bullet type (perhaps the mfg.), weight, operating pressure (light, normal, +P load, etc.) or velocity, opts whether to pay a little more for “cleanest possible” or low-flash powder, etc, and can also specify the tolerances to which the finished round is made.

    Higher performance and tighter tolerance costs more, but you can get that if you want it or need it; or if you have loose tolerances on, say, the powder charge but want a premium defensive bullet, you can get that.

    Say a minimum order of 500 or 1k rounds.

    • Dr. Longfellow Buchenrad

      I like that idea (that is if I understand you correctly) for those who have an exact load tuned for their rifle you just have a website interface (similar to Dominos pizza ordering system) where you tell them what bullet and how much of what powder and the exact OAL and primer type and all that jazz and they make it and ship it to you.

      That sounds cool. Probably too expensive for me anytime in the near future (or ever) but Ill bet there are those who would pay if it got the right marketing.

      • Looking into how much a dillon press costs…… I love their posters anyways.

      • Blake

        Great idea. However I’d imagine that the thing that would stop you would be the powder charge & selection, which introduces a certain amount of liability.

        This could potentially work out OK if the system would only allow you to order, say, loads from the Hodgdon safe load data table for the powder & bullet you’re trying to trying to use. But you’d need some pretty experienced ammunition industry lawyers to green-light the project before proceeding…

        • Dr. Longfellow Buchenrad

          Unfortunately youre probably right. It seems that these days a “use at your own risk” warning is not enough to keep you out of trouble.

    • Tassiebush

      Perhaps have sample packs too where they literally buy a box with a number of different loadings to see what agrees with their gun best.

  • Suppressed

    I would launch the Katie A.mmo line. It would just be a box full of brass, projectiles, powder, and primers. The consumer would then have to put it together themselves so I’d be getting them to do a good portion of my work.

    • TheSmellofNapalm


    • Rasq’uire’laskar

      Sounds like a solid business plan to sell to reloaders. It might not be what everyone else is looking for, but hopefully they’ll be man enough to not whine about how one little company doesn’t cater to their exact wants and needs.

  • Lance

    Easy make brass case reloadable 5.45×39 ammo and components for reloading them.

  • smartacus

    Instead of Green Zombie Defense ammo;
    i’d market Pork-coated Infidel Ammo.

    • smartacus

      preferably Lehigh Defense Xtreme Penetrators because the meplat is the shape of a cross 🙂

    • Jwedel1231

      They make that already

      • smartacus


    • cbbryan

      I used to work for a major ammo manufacturer and both the projectile and casing are coated in lard oil during the process.

  • Tungsten 9mm+P rounds, and 22LR out the ying yang.

  • If I could launch my own ammo line I’d actually list the proper G7 B.C for one…

  • Darhar M.

    I would launch Flechette Central and sell all manners of shotgun rounds loaded with nothing
    but flechettes for the dissearning individual.

    That and crank out .22LR & .22mag which is always a wanted round.

    • Discerning individuals know that flechettes never worked well, and they mostly exist to sell to to the uninformed/ misinformed.

      • Darhar M.

        Shooters that like to have fun know Flechettes are a blast to shoot.
        I never said anything about using them against humans did I?

  • Edeco

    I’d just do a line of low cost white-bread FMJ in the major calibers but cadmium plate everything. The cases, the bullets, primers, the grains of propellant perhaps…

  • I’d also bring out Aluminum case .300 BLK (for subsonic only)

  • Dr. Longfellow Buchenrad

    Well now (or even better 5 years ago) would be the perfect time to start a company that only produces .22LR, but other than that,

    I dont know if theres much more that can be done that already hasnt. We have been manufacturing and distributing brass cased, smokeless powder ammo for over a century. You could take this question two directions… one is to improve product performance (ie. improve reliability, external ballistics, or terminal ballsitics) and the other is to improve product delivery (ie. manufacturing, packaging, distribution). If you cant claim to have an edge on at least one of those, nobody will take the risk on an unknown product.

    As far as reliability goes, any company that actually tries can make ammo that is reliable in most guns. I think were at the point where the vast majority of reliability issues are gun related and not ammo related.

    We have had some interesting ideas to improve external ballistics become popular recently (for example Leverevolution bullets or the concept of subsonic long range shooting) so there may be some untapped potential there, especially with the guided bullet ideas.

    Every month someone comes out with “the bestest greatest penetrating and expanding nuclear bomb in your pocket” round and since its incredibly involved to do any meaningful comparison of terminal ballistics who knows how much progress were making here and whats left that can be done.

    I have no experience in manufacturing or distribution so I dont know where to begin here, but since ideas on this side of the business are not normally exclusive to the industry, Im sure there are a lot of ideas that are working in other industries that we could borrow.

    I think in the end what makes or breaks a new company is marketing. Take AAC for instance. Im not here to say whether or not .300 Blackout is exactly the same as .300 Whisper, but what you cant argue is that they do the exact same thing. .300 Whisper has been around forever, but the general design was relatively unknown and it wasnt until AAC marketed it that it exploded.

    So I guess the moral of the story is: “Dont bother trying to come up with a new idea. Instead find one you like that has already been had but didnt work out, steal it, and market it better. It worked for AAC and it can work for you.”

    • Ben Pottinger

      People say this all the time but it’s more then that. They didn’t “steal” anything, they made a SAAMI compliant round, 300 whisper was and is a wildcat round which greatly limits its use. Is was apparently a military request. Honestly just making a SAAMI compliant 300 whisper makes perfect sense, it’s a good round hobbled by being a proprietary wildcat.

      • Dr. Longfellow Buchenrad

        I agree. My end statement had a bit of sarcasm in it. I hope I didnt come off otherwise. It seems like everyone has their own chamber spec for .300 whisper and if I understand correctly it doesnt even actually use .223 as its parent case (although something with nearly identical head dimensions as .223)

        • Ben Pottinger

          I just get jumpy about that particular line because so many people are so cynical about 300BLK. I guess it bothers me because it’s actually a pretty neat cartridge for us folks who like suppressors and thanks to AAC you now have a massive selection of firearms available in 300BLK instead of the tiny handful that were in 300 whisper. I’m not even sure what AAC gets out of the whole thing since they get no licensing fees. Sadly the ammo still costs a fortune. Enough that I sold my 300blk upper even as a reloader. Its the projectile costs. For a subsonic bullet you need 200gr or more and that forces you to buy match or hunting bullets which are both premium bullets. If someone would make a bulk/cheap 200-220gr 30cal projectile it would really help bring the costs down. Lead might be an option now for shooters with user serviceable suppressors but wouldn’t work for me (mine don’t come apart).

          300 whisper was based on the 221 fireball I think.

          So far on this topic my favorite idea is the centerfire 22lr. 5.7×28 is pretty close. A shorter 5.7 designed for subsonic velocities and using a cheap lead projectile might be a winner.

          Slightly off topic, one thing I think people miss when calculating ammo costs is how to mitigate the costs a small amount. Even if you don’t reload save your brass, especially if your shooting an uncommon round like any of the WSM or other magnum rounds. You can offset your cost a fair amount selling the once fired brass online.

          • Dr. Longfellow Buchenrad

            Im not a suppressor guy (at least at the moment; theyre cool and I do want a few someday, but Im a student and dont have money for NFA stuff) so that aspect of .300blk isnt too attractive to me, but Im a huge fan of the lighter weight supersonic options. My ideal PDW would be a 10″ AR in .300blk shooting 110gr Barnes Tac-TX. If youre shooting those you can find cheap 110gr fmjs to reload practice ammo.

            I just feel better about a good expanding .30 cal bullet over a 55 or 62gr FMJ .22 bullet without having to leave the AR15 platform. Im also quite interested in Sharp’s .25-45, but that probably wont catch on like .300blk.

  • greek preparedness

    I would launch both of a 223 FMJ and Hunting round at 69 grains.
    I would launch a new caliber, 22LR Super Long, that will allow 22LR to be fired in its chamber. Then launch a HEAVY bullet subsonic load for it.

    • Trey

      Aguilla Sub Sonic Sniper fills most of what you are wanting/

      • greek preparedness


  • TheSmellofNapalm

    Incorporate DARPA-style, self-guiding technology into the 5.56mm and sell it to the US military.

  • SmithTech22

    If it could be done and still be as economical as .22LR I would develop a line of .22 CF (center fire)

    • Rasq’uire’laskar

      Join me, and together, we shall make rule the plinking market. Or be the the topic of one of Ian’s articles thirty years from now.

      • clampdown

        If you could also create a bolt carrier group for the centerfire .22 that drops into a 10/22, success would be assured.

        The first round should be a “Carbine Defense” load that uses something like Hornady 45 grain .22WMR Critical Defense projectile. I don’t see why it wouldn’t be possible to equal the Hornady’s impressive performance out of a .22WMR revolver in a 16 inch barrel with a .22lr-sized case.

        By removing the misfire risk inherent with rimfire, utility of a high-cap .22LR/CF carbine for home-defense would greatly increase.

        • Rasq’uire’laskar

          I actually checked this a while back, and the smallest pistol cartridge I could find is going to be a tight squeeze in a .22 casing. I’d like to try it out, but I’d be leery of making it a business model without experienced cartridge designers.

          • clampdown

            What do you mean by the smallest pistol cartridge you could find being a tight fit in a .22lr case? Are you talking about primers?

          • Rasq’uire’laskar

            Yes. That was a goof on my part.

          • clampdown

            That makes sense.

        • Benjamin Goldstein

          did it back in the early 90’s….. based in the 32 acp case

  • Trey

    “Roll you own Ammo”

    Yes this would be a niche market.

    Rifle ammo with extra web and case thickness for use in milsurp.
    The head stamp would 3 boxes that could be marked off after each use (so 1 factory loading then 3 reloadings) The primer would be marked with a box as well so it would be easy to see if it was a factory primer still in case (fired or unfired). each box would come with Load data as well.

    Thus the case would be safer in a marginal head spaced gun
    and reloads would have an easy way to be kept track of.

    Bullets would be as close as to the military loading as possible with both FMJ and some SP offerings.

    Offer a “starter” kit with a lee loader + trimmer and 100rounds co-branded with 100 FMJ projectiles

    Calibers to start
    6.5 Arisaka
    7.7 Arisaka
    6.5 Carcano
    7.35 Carcano
    7.65 Mauser (Argentine)
    .30 Mauser (Pistol)
    .455 webbly
    .380 webbly

  • Rasq’uire’laskar

    OK, for the “Not likely to succeed, but people are going to be talking about it for years” file…

    My company will try to replace the .22lr. We’ll create a rimmed centerfire case with the same exterior dimensions as the .22lr case, design a custom primer small enough to fit it, and then build aftermarket bolts for common .22lr weapons with centerfire pins.

    If I understand the business correctly, after R&D is done, scaling up production of this new cartridge will be safer and cheaper than building new rimfire production machinery. Next time a shortage crisis hits the .22lr market, we might be able to gain a foothold.

    • GeorgeWilliamHerbert

      That might succeed.

    • American Spartan

      Any reason why this is not possible/not being done?

    • GeorgeWilliamHerbert

      By the way, small pistol primers at 0.173-0.1745 inch diameter and 0.025 walls fit in a .22 LR chamber, so it’s not even new primer designs…

      • Rasq’uire’laskar

        Yeah, all the work will be in designing the case. This new cartridge (I’m leaning toward .22cf or .22RQL for a name) will have to mimic the .22lr cartridge perfectly when it comes to feeding and extraction. Above all, it has to be cheap to manufacture by the millions.

        Might not have to be cheaper than .22lr, though. How much extra would you pay for .22 cartridges that shoot cleaner and can be reloaded?

      • With magnum small rifle primers, you could skip powder too.

    • Benjamin Goldstein

      it was done back in the 80’s

      • Rasq’uire’laskar

        Yup. See Blake’s post below for more info.

        • Benjamin Goldstein

          Nope… case was 25 acp necked too .224 in the conversion…

          • Rasq’uire’laskar

            Got a link?

    • Chrome Dragon

      How is this not in competition with building ever-nastier rimfires for the blue-state market? You know, things like the .17 Winchester Super Magnum.

      • Rasq’uire’laskar

        Remember, in order to adopt this ammo, users will have to swap out their bolt for an aftermarket bolt we design.

        Designing and manufacturing a centerfire bolt for the 10/22 is going to be easy. Designing and manufacturing a centerfire bolt for the top ten most common .22 guns is going to be considerably more expensive and time consuming.

        Branching out into other rimfire cartridges is something that would have to wait.

  • GeorgeWilliamHerbert

    .300 BLK 62 and 77 grain saboted .223 cal ammo.

  • El Duderino

    I’d lobby to make mercury-filled ammo legal. Then…roll out the HG Quicksilver Defense line of ammo. 😉

  • Blumpkin

    dum-dums… for sure

  • TheNotoriousIUD

    Something that shoots through schools.

  • Start making and selling a US made version of the 9mm blitz action trauma (BAT) ammo.

  • ProLiberty82

    A focus on 10mm and 6.5 stuff for the discerning gentlemen of modern efficient ballistics, and a SD line called “Pocket Rocketry” focusing on the best bullet weights and powder blends for maximizing power output in shorter barrels. For instance, I have been wanting to experiment with a .450 SMC with a 180 gr full copper hollow point (ala “Grizzly Xtreme”) in a M&p45c, but I kind of doubt the “petals” would stay intact to work as intended, if I had my own company I would of course improve the design for those speeds.

  • Andrew Benghazi

    Silver Tip Ammo, using real silver from melted down crucifixes. For use on undead creatures, like the Hildebeast.

  • Austin

    Matal laced polymer case ammo, it would be lighter and possibly cheaper once everything is up and going. Granted it would only be available in low pressure rounds at first and it would meet to overcome the fluted chamber issues the current poly case ammo has with rupturing.

  • Honestly? I would have no interest in starting a line of ammo specifically, but rather to start a company that’s focused on bringing together engineers, scientists, and medical experts to focus on improving ammunition for various uses, to make more effective solutions for shooters of all walks.

    For example, I would love to find a way to make a projectile that on contact doesn’t penetrate the body, but instead emits some sort of energy or concussion that can knock out the target..sort of an EMP-like device for the human body.

    After all, we know that in a gun fight it’s hard to land effective hits on target, and that handgun calibers in general are ineffective, making a lot of ammo required. Finding a way to basically knock the target unconscious, or temporarily paralyze the target without needing to land center of mass hits, would be an incredible breakthrough.

    The ammo line would be there to capitalize on the developments, but would be a secondary notion.

  • Peeholestinger

    The market is already so saturated the last thing I would do would be to get in the ammo business. It’s almost as bad as Gun Oil.

  • Kevin

    Wildcats and other ammo that deserve more attention.

  • Limonata

    A business dedicated old, forgotten or less popular rounds at a descent price. While, yes, you can purchase some 45LC or Swiss and while CMP has cheap Milsup 30-06, at some point it is gone and the new stuff is going $1.50 or more a round. At the same time I see plenty of older arms and 45LC being shot at the range. While true, you can reload plenty of older rounds, it is something you really have to like to do. I believe people would be happy to shoot their old guns and purchase the ammo if it could be found for a reasonable price.
    The centerfire 22lr sounds cool, but I believe the cartridges are too small. You will need to upsize a bit and have a new line of guns like the Savage A17.

  • randomswede

    How about a “boutique” ammo manufacturer;
    – Send us your fired brass and recipe and we’ll clean, prep and reload as a single batch.
    – Want a one-off/short run off ammo, we have the presses and tooling needed or the machinery to make the tooling needed.
    – Want a recipe for an odd combination or application, we have the software and know-how needed.

    Not cheap, not fast, but no customer would regret having spent the money.
    A place with lots of little robots measuring things on tiny laboratory scales and a few people who only say “no” to cost and time questions.

  • Steve Truffer

    Bare lead steel case. Paper jacketed lead for rifle rounds.
    Because why not?

  • Vitor Roma

    Lehigh is the most impressive ammo nowdays. Some crazy concepts that people first thought were snake oil but proved themselves.

  • Ian McCollum

    10.4mm Bodeo
    9mm Glisenti
    7.65 Longue
    8mm French Ordnance
    11mm French Ordnance
    .455 Webley
    7.65mm Mannlicher
    8mm Steyr
    9mm Steyr
    7.5mm Swiss Ordnance
    10.6mm German Revolver
    .32 ACP to hot WWI spec
    8mm Nambu
    .30 Luger
    7.63mm Mauser

    10.4mm Vetterli (centerfire)
    8mm Lebel
    7.35mm Carcano
    6.5mm Carcano
    7.7mm Japanese
    6.5mm Japanese
    8x50R Austrian
    8x56R Austrian
    .303 British
    7mm Mauser
    8mm Mauser
    7.65mm Argentine

    I’m sure there’s more, but that’s off the top of my head. You can get a lot of these on a sporadic basis through Prvi Partisan or Fiocchi (or surplus), but if one company decided to actually keep the US market regularly supplied with all of them at a competitive price, they would get a lot of dedicated customers.

    • Rasq’uire’laskar

      Make me a supply of cheap, reliable 8mm Mauser, and I shall beat a path to your door. I may even get carried away and arrive in a stolen Tiger 131.

    • The_Champ

      Spot on!

      PRVI and Seller&Bellot have been a real blessing but I don’t think they keep up with the demands of milsurp collectors and shooters. The more the merrier!

      I would add I’d like to see them produce these old military calibers closer to spec as well, using similar bullet weights, primers, and powder burn rates as their common military issue equivalents. This would help alleviate some operation and safety issues when fired out of old military rifles.

    • Benjamin Goldstein

      My mate who is making my 500 HBH and 700 HBH cases, manufactures most of that brass.

  • John

    7.5×55 Swiss. You can’t find them anywhere right now. Much less, reasonably priced boxes.

  • Blake

    Back when 22LR first became rare, I did a lot of thinking about this. Clearly lots of other folks here have too. Let’s talk about the history of rimfire cartridge woes for a minute:

    First, read the story of 5mm Craig, developed so that the poor souls that bought 5mm RMR rifles in the ’70s could reload easily after ammo was discontinued: http://rvbprecision.com/shooting/remington-5mm-magnum-5mm-craig.html

    Personally I thought 17 HM2 had a ton of potential. Cheap 500rnd bricks, super-accurate, & similar trajectory to 22WMR: http://www.chuckhawks.com/17_M2.htm Everybody wanted to convert their 10/22s to use it by simply changing the barrel & adding a weighted bolt handle, which was not a great solution but got the job done. Unfortunately, early ammo production issues led to occasional split cases in anything that wasn’t a purpose-built bolt-action 17HM2, there were huge recalls, & that pretty much killed the caliber.

  • Tassiebush

    I think a fat slow low pressure quiet rimfire cartridge in the spirit of garden guns or rook rifles would be handy. Like an oversized .22cci quiet cartridge but in 9mm with a big soft lead wax lubricated flatpoint or hollowpoint with a big meplat. Try to keep it’s noise level similar to a subsonic .22lr or less. Have it for close range possum/cat/wallaby/fox/raccoon sized game near built up areas on small holdings. Match them with a long barreled break action single shot or an overgrown rimfire bolt action, levergun or semi auto (pref tube mag takedown/folding designs). Aim for a gun and ammo price point similar to those of .22mag or .22lr if material costs don’t hamper this.

  • BearSlayer338

    I would market several new cartridges that would hopefully take off.
    The first would be 10mm necked down to .30 that would use spitzer bullets and would launch a 85-100 grain bullet at 2,650 fps from a 3inch barrel and would fit into existing 10mm pistols. My next round would be a .25 caliber round with similar case dimensions to .22 magnum but it would be centerfire and loaded very hot from the factory,the idea behind it is to have a high speed low recoil high capacity pistol that even the recoil sensitive can shoot but is also powerful enough to get the job done.

    Those first two I came up with quickly but this third round I came up with is one I have put years of thought and drawing into and eventually hope to make it,it is 20x38mm it would launch a 350 to 400 grain bullet at 750 fps from a 5″ barreled pistol it would be meant to be used in an offensive handgun role similar to the H&K Mark 23. This 20mm cartridge would be meant to be low recoil while still maintaining quite a lot of power. I original was thinking a scaled up 1911 in this round would be awesome and then I though I’d call it the 2011 but STI already took that.

  • I would just develop a cartridge to replace 9 and .40 but that’s not very original.

  • Amplified Heat

    14.5×114, no question

  • Fruitbat44

    Hypothetically? Specialise in auto-loading calibres for use in revolvers which use auto loading calibres e.g. The M1917 or the Ruger 545. So our product line would have things like .45ACP Wadcutter loads and 9mm Parabellum with 158grn lead hollow-points.

    Just a thought.

  • Fix Bayonets

    There is plenty of unserved market for obsolete and legacy calibers.

    Captech (Jamison) hasn’t had 577-.450 brass in stock for years, despite listing it. Other options are expensive imports or reformed 24 ga shotgun shells, very suboptimal.

    Buffalo Arms does an excellent job serving the market with some impossible to find reformed brass, but it has its limitations, such as 11×59 brass made from .348…. undersized rims.

    Also hard to find, proper .264 round nose 160 gr for Mannlicher Schoenauers, (yes Hornady makes some, but not a lot, and Woodleigh are expensive), flat base 174gr .311+ for Enfields, etc.

    That’s just the easy stuff. Even if you can find it, it is at a price that is extortionate.

    Component manufacture is where the need is. Any monkey can load a cartridge, and most are able to do so without blowing themselves up.

    There are so many companies loading good ammunition nowadays that it is a very crowded market, and attempting to reinvent the wheel is a fool’s errand. Greater availabilty in components lowers cost in ammunition.

  • lowell houser

    Lets see – I would focus on producing bulk black rifle cartridges mainly. And figuring out steel cases to lower cost. Try to become an American alternative to Tula and Wolf. And since the family sawmill in Oregon has basically been just sitting there for two decades now, we’d set up there. One area would be the ammo line the other would be either an 01 FFL shop OR an 07 pumping out AR-18s in the AK price ranges. Or could do both, as the AR-18 could be produced in kit form without receivers since anyone already building AKs has the tools for that.

  • I’d start a company based a buyers club principle for ammo. You sign up and pay a fee every month or year based on how much ammo you want to use in a month. It would be based on how much you shoot in increments of 50 rounds (50, 100 etc based on ammo type). You can also turn in your old brass and have it reloaded as an extra fee based on ammo type (also for quantity). The idea is to keep the costs down for people who shot a lot or a little. It would be cheaper than buying bulk ammo from a retailer and fit your shooting habits. Make shooting affordable for everyone.

  • REM1875

    Multi ball loads for the 45-70, 450 Marlin, 45 (long) colt, 44 mag, 444 Marlin the 357 and others.
    I have done my own 45-70, those used to be made for prison riot guns mainly.
    I have worked with the 357 mag and 357 Maxi using 000 buck (.360).
    Reloading data is really scarce to say the least.

  • Harrison Jones

    Produce the Wildcat’s and rarer rounds like the 458SOCOM and 510 Whisper.

  • Gregor Behrens

    What about some 10,4 mm Vetterli ?

  • Anon. E Maus

    Cast lead ball bullets with light to middle of the road grainage, jacketed with plastic.
    Aluminum case (cheap and easy to recycle, light to ship).
    Cheap primer and powder, probably corrosive even (just clean your gun)

    Available in all kinds of small and medium pistol cartridges, .32ACP, .38 Special, .380ACP, 9mm Luger, .40S&W, .45ACP

    The entire point is that it’s cheap, the kind of stuff you’ use for bump-firing or casual plinking. It’s dirty and rough, but you can clean it, aluminum case can’t be reloaded and not all guns like it, but the metal is super easy to recycle, the projectile isn’t ideal for defense, but that’s not the point of it (though it’ll work).

  • Chrome Dragon

    Tracing, zero-compromise self-defense ammo, (petal-based hollowpoint, probably, either monolithic or bonded core) and cheap – rivaling Winchester White Box – ballistically matched tracers, the latter to be sold to Wal-Mart. Probably lead-free, and I’d do something stupid like pursuing EPEAT certification or offering electrical priming (Remington Etronx 700) and caseless (Voere VEC-91) versions, in spite of their questionable popularity. (Though every analysis I’ve read of 6mm makes me kick myself for not buying that wildcat, years ago!)

    My market would be for the people who like the idea of emerging technologies like the Burris Eliminator and whose idea of a “smart gun” isn’t a European .22 whose safety features don’t work and whose safety is marked backwards, but something that has a fire-control system and helps them hit what they’re aiming at and not hit things they’re not trying to shoot.

    “Subsonic tracers designed for integral suppressors” is a niche market, but in thirty years, it won’t be niche any more. It’ll just be “the state of the art” for people who expect instant feedback on how they need to improve, and who like not blowing their eardrums out. With continuing improvement in this direction, you could go for the operator crowd, as well as the kind of person who eventually gets elective brain surgery to plug themselves into their self-driving car and smart gun.

    Better to have 100% of a small market than 0% of a big market.

  • Chuck McKinney

    The ammo business is a lot like the running shoe business; they’re always coming out with something “new and better” – just to generate more sales.

    Ammo technology [that is] the centerfire, brass cased, gun powder, primer, projectile combo has [pretty much] reached it’s limit of possible “improvement”, and the effectiveness of what we now have is really great. The only “new stuff” that comes out only offers [either] very minimal [if any] “improvement” or [usually] a “cooler look” and costs much more – it’s just B.S.

    The only “improvements” to the current ammo designs which would matter would have to [either] be a completely different redesign of the entire bullet/gun platform or something[s] which substantially reduces the cost of current ammo available without lowering the quality.

    Also, there are already more caliber sizes made than we really need, so that “new and better” caliber coming out is also B.S. It’s like the 1911; it’s a great pistol [my favorite] but it’s reached the limit of “improvements” that matter, and now everything new is about “the look”.

  • Hickory Stonewall

    I would use premium heads cordite and lacquer the best primers, anyone want to hire me for R&D contact me here.

  • Rap Scallion

    Peoviding I had the start up on tyhe way……I would definately STAY OUT OF the run of the mill, common, super giveaway, 9mm 40 mm .45/5.56 mm .223 race to the bottom! I would manufacture the cartridges for the thousands of .375 Winchesters, .356/358 Win, .307 Win to start with then the 303 Savage, and all of those calibers shoved to the curb by a whole generation of tyhose who need some form of magnum with a 32 power scpe on it to go squirrel hunting. Lets make clean modern middle of the road shooting brass and ammor for those who have great OLD guns and yet no real ammo source! Everyone from Koreans to Serbians are in the common BS Cartridge race to nowhere, and you can’t beat their prices. IF I were Hornady or whoever, I would stop making all the current combat cartridges and woirk on commercial civilian like the venerable .405 Win, and others that will soon be all you can shoot if the COmmie Princess gets her way!

  • Hurri Cane

    .22 LR only, by the 5 gal bucket. Sound, Fury Ammo, LLC out of the old Standard Fittings plant in OPL. I pay all my employees in CASH. “Why?” Cheaper, and i’ll give you a bucket of ammo if you stop asking questions right now!

  • Federalist

    50- and 60-grain .22LR subsonic. Right now there is exactly one product in the 45gr+ .22LR market, and that’s Aguila’s clever SSS 60gr loaded in .22 short cases. If your goal is to keep things quiet you want subsonic ammo, which in a .22LR rifle means you can push more mass than the ~40gr offered by every manufacturer. So bring out the match-grade tiers of 60gr and the hollow-point 50gr!

  • RSG

    I don’t think I’d do anything substantively different from what Lehigh defense is currently doing. They have singlehandedly engineered .380 ammo that now makes that caliber sufficient for self defense purposes. Finally. They have also created some truly wonderful offerings for 300blk. The future of ammo, regarding consistent performance, is repeatability. Working with solid copper, machines to ridiculously tight tolerances, is the best we can expect now and the foreseeable future.

  • Renov8

    If I share my concept to a company that alraedy has the means to manufacture ammo, what do I get from sharing my idea? Nothing is free. I have an amazing idea that most of us want and none of us have….except for a small select group that has figured it out besides me.
    Send me a non disclosure form and I will be more than glad to share my one money making idea…

  • Rick Stroup

    Mini shotgun shells like Aguila makes should be exploding the home defense market. If someone can bring them to market at a reasonable price they could own it. As it stands these smaller, easier to make, easier to ship, easier to carry shells give up little in effectiveness but are priced at two to four times the price of regular 2.75 inch shells. What a great product to anchor a fledgling ammo business.

  • Tp

    Open the biggest plant ever, and only manufacture, 4 types of .22 lr, subsonic round nose & hollow point, and high velocity round nose & hollow point. Making sure my brand was on the shelf no matter how people purchased

  • Miguel Raton

    How about just cutting the nonsense and launching a line of defense ammo that sells in 50rd boxes like it should? No more of this “Oh, we’re charging you 1.5x what you pay for a box of practice ammo, but it comes in a box of 25, so you *know* it’s SPESHUUUL!” ::P

    Profiteering, pure & simple. So let’s do a line of “more bang for your buck” ammo called, oh, I dunno “Pure & Simple” where you spend $15 on a box of 9mm hollow points that fire & function reliably, and have the same performance as the overpriced $16 box of 25 premium defense ammo. At that price, people will just go ahead & practice with it as well, leading to more sales.