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Hasan Hasmani is the co-founder and CEO of Underdog Games. The company’s flagship product is a game called Trekking the National Parks which takes about 60 minutes to play. The game is a perfect mix between board games and the outdoors, and has been the winner of several board game awards and boasts of over a thousand 5-star reviews on Amazon.

Hasan holds a Bachelor’s degree in Accounting from the State University of New York at Binghamton.

Available_Black copy
Available_Black copy


Here’s a glimpse of what you’ll learn:

  • Hasan Hasmani’s background and how he got into ecommerce
  • Hasan talks about the history of Underdog Games and how he funded the business
  • Why Hasan and Charlie Bink, his business partner, focused on the national parks
  • Hasan talks about the best marketing platform for the promotion of Underdog Games and why they rank high on Amazon through organic search
  • Hasan’s best discovery channels for selling board games and how Underdog Games runs their Facebook Ads
  • Eric Stopper explains what a funnel refers to in reference to Russell Brunson’s funnel system
  • Hasan discusses product promotion through video and how much it costs and which Facebook Ads metric is most vital
  • What aspects of a video makes it shareable?
  • Hasan reveals the new game he and his team are working on and what’s exciting about it

In this episode…

One of the toughest categories on Amazon to break into is the one for board games. A good number of people go in and drive sales through PPC, but Hasan Hasmani and his business partner chose to go a different route. They chose to focus on national parks as the niche for their board game and this has allowed their brand to grow organically on Amazon and get more than 1,000 reviews.

In addition to organic searches, Hasan and his business partners have learned the best Facebook Ads strategies through which they engage potential customers and drive sales for their board games.

On this episode of the Buy Box Experts podcast, Hasan Hasmani gets interviewed by Eric Stopper about starting up his board game business and growing it on Amazon. He explains how he and his business partner, Charlie Bink, came up with the idea of a board game involving national parks, their marketing strategies, how they scaled the business on Amazon, and the next game up their sleeve. Stay tuned.

Resources Mentioned in this episode

Sponsor for this episode

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The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload. 

Buy Box prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management

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Episode Transcript

Intro 00:09
Welcome to the buy box experts podcast we bring to light the unique opportunities brands face in today’s e commerce world.

Eric Stopper 00:18
Hey and welcome to the buy box experts podcast. This is Eric stopper. This episode is brought to you by Buy Box Experts. Buy Box Experts takes ambitious brands and we make them unbeatable. We’ve got a team of consultants come and talk to us there is a million reasons why you might need help on Amazon channel control, or advertising or listing optimization. We do it all and we are always trying to find the next new thing the new tools and new strategies to help you out so we can help you find the parts of your business that aren’t really as bulletproof as you might think. So come and talk to us, go to our website, click on the free analysis button you’ll be connected with me or a member of my team and we would love to talk to you today. I am joined by Hasan Hasmani, the founder and CEO of Underdog Games. their flagship product is a game called trekking the national parks. It’s it’s basically like Ticket to Ride, but it’s something even more, they’ve got all these little tokens and there’s a way to play it as you explore the national parks of the United States. It takes about 60 minutes to play. If you’re a lover of board games and the outdoors, it’s like a perfect mix between those two things. It’s the winner of several Board Game Awards and boasts over 1005 star reviews on Amazon. Now board games are are difficult on Amazon. And I think Hasan is going to be able to give it to a straight so I brought him on to share some of his of his insights. Hasan, welcome to the show.

Hasan Hasmani 01:40
Hey, thank you for having me, man. I really appreciate it.

Eric Stopper 01:43
So before before we started here, you’re telling me a little bit about your background? give everybody the rundown, man. Where’d you come from? How’d you get into this whole Amazon mess?

Hasan Hasmani 01:52
Yeah, cool. Cool. Cool. So I started off running a business after my junior year of college. So Like most people, I started off by googling how to make money selling online. They ended up taking the proven Amazon course by Jim cockrum. And it was really cool. You know, it put me down a path where I started getting curious about e commerce absorbing as much information as I could do and a lot of Facebook groups all that. And then you know, it went from liquidation into online arbitrage, retail arbitrage to eventually I started getting into the board game industry. We wholesale, so I started by distribution, all that. And it was a lot of like for, for me, as a 22 year old at a time. It was just a quick way to scale business. There’s few ways to scale a business as fast as wholesale, right? Cash Flow is absolutely phenomenal. So as I was growing that up, as I was scaling my business up, I really wanted to eventually have my own brand. I figured long term As the biggest way to grow value is to have your own brain you can sell a brand for multiple than you could wholesale business. It’s very hard so wholesale business and there’s a whole path to how I eventually discovered tracking national parks I started the business but yes in my background selling Amazon I think I’ve sold pretty much every avenue there is on Amazon. I’ve tried pretty much everything. It was a lot of fun. I was supposed to be an accountant full time. But I ended up I went I got I always got my CPA, but I didn’t. And now I do this full time.

Eric Stopper 03:31
And no regrets, huh?

Hasan Hasmani 03:32
No, it’s a lot of fun.

Eric Stopper 03:35
Right on right on. So I understand that you have been able to carve out Kickstarter. And and how have you done any of the other crowdfunding platforms to kind of garner the first bit of money for these for these jobs that you’re doing?

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Hasan Hasmani is the co-founder and CEO of Underdog Games. The company’s flagship product is a game called Trekking the National Parks which takes about 60 minutes to…