12:22 Thanks, David.
Let me start with Amazon. I get more questions about Amazon than anything else.
So I thought, I would start there. At the very end of August, we launched on Amazon, and use this platform as the avenue to introduce the new Byrna SD. The sales contribution for the third quarter was de minimis, I think we did about forty nine thousand dollars of sales on Amazon during the last few days of August.
However, we expect to see Amazon become an increasingly important sales channel over time and we are already beginning to see a positive trend. 13:05 Over the last month, Amazon sessions grew from approximately seven hundred and fifty per day, the first week of September to approximately three thousand sessions per day the last week of September. And well, this is still less than fifteen percent of the almost twenty two thousand average daily sessions on Byrna's own website during the month of September, Amazon traffic is growing rapidly, and we expect to see activity on our Amazon storefront ultimately equal or exceed the activity on our own Byrna website. 13:38 We've also seen a significant increase in members of Byrna Nation. This is the group of consumers that have opted into our email database. Today Byrna Nation numbers one hundred and eighty five thousand subscribers, this is up from approximately thirty five thousand at the beginning of this year, at the beginning of twenty twenty one. 14:00 We talk a lot about our e-commerce sales platforms and they are very important component of our strategy.
For example, as I mentioned, our average daily sessions at Byrna.com was twenty one thousand nine hundred in September. If we look at September of twenty twenty, our average daily sessions were seven thousand six hundred and sixty.
So we've seen one hundred and eighty six percent increases over the last twelve months. 14:31 During the same time, as I mentioned, Byrna Nation email subscriptions have risen from around thirty thousand to one hundred and eighty five thousand for a five hundred percent increase and we are seeing an open rate an excess of forty percent.
So this list enables Byrna to keep members of Byrna Nation aware of new product developments, special offerings, per date news regarding non-lethal self-defense. 15:00 However, along with the e-commerce presence, the retail presence is vital for new customer acquisition, particularly for a relatively young company like Byrna. People want to touch and feel the product, many people want to purchase it from a trusted location. If one were to look at a Venn diagram of consumer buying habits, there are essentially two types of consumers. Those that prefer to buy online. And those that prefer to buy in a brick-and-mortar store and well, there is some overlap it's not as great as one would think. 15:37 Moreover we see our brick-and-mortar stores, driving business to our website as people go into the store and then go online to buy, and we also see conversely our website driving business to our brick-and-mortar store as people come on, access our dealer locator, and then go to a brick-and-mortar store, so that they can touch the product.
We are going to be putting a tremendous emphasis over the next several quarters on the development of our retail presence. 16:12 As I mentioned, at the beginning of this call, with the recent capital raise, Byrna is now able to kick-off a number of new marketing campaigns that we've only been dreaming of since our inception.
Specifically, starting October eleven, Byrna will launch a billboard campaign in five test markets San Diego, Kansas City, Dallas, St. Louis and Orlando. If this works as we expect it will, we will expand this campaign in many, many more cities. 16:48 We are also going to be kicking off a Direct Mail campaign. In October, we'll be sending out more than three hundred and fifty thousand pieces of direct mails.
Now this is an extremely cost effective way for us to build brand awareness and drive sales, and although, conversion rates are low with Direct Mail, even a one percent conversion rate would result in a row as or return on advertising spend in excess of ten times.
We are buying outsourced email lists. We'll be sending emails to more than five hundred thousand gun enthusiasts one of our target demographics. Again, this is a very cost effective way for us to reach out to potential customers. 17:35 We've hired a firm to help us with our influencer campaign. There will be ten to fifteen anchor influencers, who will launch content in October, and another twenty five to thirty influences that will launch content in November.
Now the influencer campaign is more hit or miss. I'll have it, when it hits, the returns can be enormous. 17:59 In September, one of our customers posted a video showing him using Byrna to fend off a home invasion. This video went viral on YouTube getting more than six million views and driving significant traffic to the Byrna website. We'll also be kicking-off an SMS Text Message Marketing Campaign. This will allow Byrna to reach out to members of Byrna Nation by text, where the open rates are much higher than they are with email. And finally, we are kicking off a Print Media Advertising campaign this month of October with ads in Gun Digest, Conceal Carry, RV living magazines among others. 18:48 One of the other ways that we look to grow revenue is through new product introductions. And I just want to review some of the new product introductions during Q3.
First was the Byrna Banshee personal safety alarm. Byrna was looking for something we could first advertise on platforms where we could not advertise the Byrna personal security device, and two, provide visitors to the Byrna store with a price point product.
With the Byrna HD, our AOV or Average Order Value for first time customers was over four hundred and eighty dollars.
So this is a significant purchase. And we were concerned that a lot of folks that were coming to the website left without buying anything. By providing a twenty nine point ninety nine Byrna Banshee, we have a product that is affordable to almost everyone. 19:44 The Banshee is a personal safety alarm that can attest to a purse, or backpack, a belt loop and when deployed produces an ear piercing one hundred thirty decibel siren and flashing strobe that draws attention, and does can thwart a potential attack. We introduced the Byrna Banshee on July twenty two. We did had an initial production run of two thousand, which we sold out in the first forty eight hours. To-date, we have sold more than five thousand seven hundred Banshees and that's just as July twenty two. We think just anecdotally that this will be a very good stocking stopper for Christmas. 20:25 The Byrna Eco-Kinetic 68 caliber round, one of the unintended consequences of our success is that we've been selling millions of rounds of ammunition that are produced from plastic. And the remnants of these rounds are often left in lawns and fields, strewn across America, it was important to the management team at Byrna that we develop projectiles that we're not just biodegradable, which would take years to decade, but we're in fact water soluble that would simply dissolve in matter of weeks when left out in the elements. 21:06 The Eco-Kinetic round which is constructed of food products is completely safe for the environment and enough toxic in case it's ingested by pets or small children.
So we brought out the Eco-Kinetic projectile to replace both the Kinetic and the Inert practice rounds, it is one of the lowest priced non-lethal rounds of the market at only zero point twenty five per round when people buy it in the four hundred count container. 21:38 We launched this product on August one, and in the last two months, we have shipped more than one point two five million Eco-Kinetic rounds not counting the tens of thousands around we shipped as part of our Byrna HD and SD ready kits. We believe that our Eco-Kinetic round will become the best-selling projectile as consumers embrace its environmental friendliness and the recreational use of the Byrna.
So we are going to be kicking-off a recreational campaign encouraging people to practice their shooting skills in their backyard, having fun with friends and family, from a selfish standpoint this, of course, will drive ammo sales and sales of CO2 and other accessories, but it will also help owners become more proficient with their personal security devices and more comfortable in the event that they need to deploy their Byrna in a real world self-defense situation. 22:44 The next thing that we launched was the Byrna HD XL. The HD XL is an extended lengths of version of the HD. It was designed for consumers who wanted to fire more rounds at higher speeds of the standard HD. The HD XL is produced by incorporating a longer barrel and the Byrna Boost which allows for a twelve gram CO2. The HD XL sells for one hundred dollars more than the standard HD and during the third quarter, the XL represented twenty five percent of all HD launcher sales and this went a long way to helping us boost Byrna's gross profit margin. 23:32 The Byrna SD Launcher, this is our next generation launcher. It is the natural evolutionary step from our popular, extremely popular HD model. The SD incorporates an improved trigger, a honeycomb grip, enhanced sighting system, the Byrna SD became available on August twenty six, just a few days before the end of the quarter, in connection with our launch on Amazon. And the Byrna SD was initially offered exclusively on Amazon, although, can now be ordered directly on the Byrna website, and through the Byrna retail network. 24:08 With an MSRP for the basic SD ready kit of three hundred ninety nine, which is forty dollars more than the Byrna HD. The Byrna SD is also helping us grow our profit margin, while at the same time providing for greater customer satisfaction. 24:28 We introduced at the end of the quarter, in August, the Byrna M4 high capacity rifle. The M4 is created from technology acquired in the Mission acquisition, and it expands our brand solidly into law enforcement and the private security arena, as well as to the gun enthusiast market. The M4 or Mission four is modeled on the AR M4 platform fires around at three hundred twenty five feet per second, and is an extremely effective non-lethal security device that will be immediately familiar to all AR users. 25:07 Since August one, we have sold six hundred sixty units to both consumers and law enforcement officers at a price of eight hundred and ninety nine dollars.
Now, while I received some feedback that the Mission four too closely resembles an actual ARR, and as such appeals only to gun owners. We believe that every time we are able to put a non-lethal security device in the hands of someone that might otherwise be carrying the lethal weapon.
We are taking one more step toward accomplishing our mission of saving lives. 25:47 Speaking of saving lives we -- in August, we announced the acquisition of Ballistipax or certain assets of Ballistipax. This was a company that had developed a single handed readily deployable bulletproof backpack.
As part of the transaction we acquired inventory, several patents, trademarks and other assets. It was a very, very small acquisition, but we felt it was important tuck-in acquisition, because it allowed us to go after not just offensive way of protecting oneself, but also a defensive way of protecting oneself. 26:27 On August twenty, we launched the Byrna Shield Ballistic Backpack, which features as we said a patented, concealable, readily deployable ballistic body armor system. Since that time, we have sold one hundred and sixty backpacks. The Byrna Shield looks just like an ordinary backpack until it's deployed at which time the backpack is actually transformed into full body armor capable of stopping multiple rounds. The backpack also comes with an anti-bleed kit allowing the wear to immediately attend to any victims of gunfire. We believe that the ballistic backpack will have strong appeal to our approximately one hundred eighty five thousand members of Byrna Nation. 27:15 But more importantly to other consumers and security professionals, looking for a really discrete way to have access to full body armor without the intimidation of wearing a tactical bullet proof vest.
In fact, one of the first purchasers of these backpacks was the DEA, who purchased five backpacks for a trial program.
We are going to be focusing on Byrna Shield, on school safety officers. We believe that the Byrna Shield will allow them to be prepared for an active shooter situation without having to wear a tactical vest which would be very, very intimidating.
With the Byrna Shield, a school resource officer would be prepared to both confront the threat and to treat any victims of gunfire with the anti-bleed kit that comes with it. 28:10 New products are going to be released in the balance of this year and into twenty twenty two. The Byrna MLR, this is a law enforcement only weapon. This will be offered very, very shortly.
We expect to see sales of this in our fourth quarter. It's offered in both the semi-automatic and fully automatic configuration which is capable of firing twelve rounds per second. The MLR has a one hundred twenty shot capacity fired rounds three hundred forty feet per second. 28:45 Law enforcement will be able to order the MLR in either CO2 or HPA or High Pressure Air configuration and we've already seen significant interest from our law enforcement customers. We've been talking about the Byrna LE for a while, this is also a security device geared towards law enforcement. It is planned for release in the first quarter of twenty twenty two. It will -- it is modeled on the Byrna SD, and outwardly will look very similar to the Byrna SD, but it has a new valve system, which results in significantly higher muzzle velocity. It also has fiber optic sites, a seven plus one magazine, extreme cold weather capabilities. And we will be offering this to our consumer market once we initially open it up to our law enforcement customers. 29:40 We also plan to launch the Byrna TCR or Tactical Compact Rifle later this quarter. This will be the first launcher that we build completely in house on IP acquired from the Mission acquisition. The TCR is a very easy to use, semi-automatic launcher that can fire nineteen rounds in rapid succession at more than three hundred feet per second and it stands apart from other shoulder fired launchers because it uses easy to find and readily available twelve gram CO2 cartridges. 30:21 We'll be introducing next year our Pump Action Launcher and the significance of this is that the Pump Action Launcher will be the first launcher designed to fire Byrna's patented fintail projectile. And these are the projectiles that are designed to spin stabilize and flight. They are significantly more accurate, carry greater payloads, travel at higher speeds over longer distances than the traditional round ball projectiles that are used today. It's being designed to offer law enforcement the ability to disarm a threat at distances of up to one hundred fifty feet without the need to resort to lethal force. We demonstrated the capabilities of this launcher in June in Los Angeles, where there were representatives of several police and sheriff's departments, and they were able to test fire a prototype PAL. 31:13 Now, before the PAL comes out, we are hoping to release the twelve gauge round. The twelve gauge round will be a shotgun round with the sixty eight caliber fintail projectile inside. What this does for us, is it allows Byrna to access the owners of almost one hundred million shotguns in the United States alone and provides them with a highly effective sixty eight caliber non-lethal round without having to spend as much as one thousand dollars to purchase the Pump Action Launcher.
We expect that these twelve gauge rounds based on the sixty eight caliber fintail projectile will sell in five count and ten count boxes with approximately seven dollar per round price. 32:11 Other third quarter highlights, law enforcement last quarter, we discussed the formation of a team dedicated to bring Byrna suite of non-lethal products to the law enforcement and private security markets.
During the third quarter, this team trained and certified eighty five law enforcement officers and private security professionals from thirty agencies as Byrna instructors bringing the total number of agencies using the Byrna to more than one hundred fifty. 32:44 In conclusion, I want to say that, I'm extremely proud of the amazing progress that the company has achieved this year. Sales for twenty twenty one are already up more than o0ne hundred percent compared with full year twenty twenty. Based on the Amazon launch, the new marketing campaigns, the company is implementing and the extremely robust, new product development pipeline, we believe we are really well positioned for continued significant growth in twenty twenty two and beyond. 33:18 With that, I'd like to turn this back over to the operator, and we will be happy to take questions from our analysts and institutional investors.