Wrap Technologies, Inc. (WRAP): ANSOFF MATRIX [Dec-2025 Updated]

You're trying to map out the next big moves for Wrap Technologies, Inc. (WRAP), and honestly, this Ansoff Matrix gives us the playbook, distilling near-term risks into concrete actions you can track right now. We're not just hoping; we're targeting 15% of US law enforcement agencies by Q4 2025 through deeper penetration, while simultaneously aiming for $5 million in new foreign sales by year-end via market development. Plus, the plan smartly balances this with launching the next-generation BolaWrap 2.0 and exploring new revenue streams like private security, giving us four clear lanes for growth that move beyond just selling more units today. Check out the details below to see the specific levers we need to pull.

Wrap Technologies, Inc. (WRAP) - Ansoff Matrix: Market Penetration

Market Penetration focuses on increasing market share within your existing customer base, which for Wrap Technologies, Inc. means deepening adoption within the U.S. law enforcement sector. You're looking to sell more BolaWrap units and services to the agencies already familiar with the technology. This is the least risky quadrant, but it requires aggressive sales and marketing execution against established competitors.

The primary quantitative goal here is significant expansion of the installed base. With approximately 17,985 state, local, and federal law enforcement agencies in the United States, the target is to increase BolaWrap unit sales penetration to 15% of this total by Q4 2025. This translates to securing contracts with roughly 2,698 agencies, up from the reported base of over 900 U.S. law enforcement agencies as of November 2025.

To stabilize revenue and increase customer lifetime value, the shift to a subscription-based model is central to this strategy. Wrap Technologies, Inc. has already seen traction here; in Q3 2025, recurring subscription sales reached $236,000, representing about 12% of the total gross revenue of $2.0 million for that quarter. The goal is to accelerate this mix, moving away from one-time hardware sales.

Deepening relationships with existing large city police departments is crucial for bulk re-orders and establishing flagship case studies. The recent execution of a WrapReady subscription contract with the Rio Grande City Police Department in Texas, covering onboarding and multi-year support for 12 officers, serves as a blueprint for targeting other high-complexity, resource-intensive agencies.

Targeted campaigns must hammer home the proven, quantifiable success of the BolaWrap 150 device. The data speaks for itself: the device has demonstrated a 92% field success rate, with 0 reported deaths, 0 serious injuries, and 0 lawsuits recorded to date. This record is a powerful differentiator against incumbent tools.

Incentivizing larger initial deployments drives both unit sales and subscription lock-in. While the strategy calls for a 10% discount on training packages for agencies purchasing over 50 units, the existing subscription tiers already offer substantial value, such as the WrapReady plan providing a 30% discount on additional cassettes for 2 years. Structuring tiered incentives supports this penetration goal.

Here's a look at the financial context supporting the shift toward recurring revenue:

The adoption of subscription models like WrapReady and WrapPlus is designed to create predictable revenue streams, contrasting with the prior model where revenue was more dependent on one-time hardware purchases. The value proposition is clear:

• Secure a proven tool with a 92% success rate.
• Lock in multi-year support and training services.
• Benefit from predictable budgeting and cost control.
• Access tiered purchasing incentives for bulk deployment.
• Reduce upfront capital expenses via subscription terms.

To ensure these penetration efforts translate into sustained adoption, the focus must remain on the total ecosystem, not just the device sale. The WrapReady package, for instance, bundles the BolaWrap 150 device with WrapTactics training and a 30/30 Cassette Program (6 training + 24 field cassettes).

Finance: draft the Q4 2025 sales pipeline projection based on securing an additional 1,798 agency contracts by year-end.

Wrap Technologies, Inc. (WRAP) - Ansoff Matrix: Market Development

You're looking at the path for Wrap Technologies, Inc. (WRAP) to take its existing non-lethal and counter-UAS technologies into new geographic and customer segments. This is about scaling what works, like the BolaWrap 150, which has demonstrated a 92% field success rate with 0 reported deaths, 0 serious injuries, and 0 lawsuits as of the Q3 2025 earnings call.

Aggressively targeting the European Union and Asia-Pacific law enforcement markets with localized training is a clear objective, especially since the company has already seen traction in Europe. For the three months ended September 30, 2025, the Europe, Middle East, and Africa segment contributed $1,540 thousand to revenue. To be fair, the Asia Pacific segment reported minimal revenue contributions during that same period, indicating a significant opportunity for localized training and sales presence development.

The company is establishing a direct sales presence in key international markets, aiming for $5 million in new foreign sales by year-end. This goal sits against the backdrop of the BolaWrap 150 already being used by over 1,000 agencies across the U.S. and in 60 countries globally. The total gross revenue for the nine months ended September 30, 2025, was $3.8 million, so hitting that $5 million foreign sales target would represent substantial growth. Here's the quick math on the recent international contribution:

Expanding the customer base to include US correctional facilities and border patrol agencies is already underway through the subscription model. The Rio Grande City Police Department in Texas, a border community, approved a WrapReady subscription contract to equip and train 12 officers with the BolaWrap 150 device. This deployment is expected to validate the scalable support model for environments like correctional institutions and border communities. The WrapReady program is designed to streamline deployment and sustainment, offering agencies specific benefits:

• Comprehensive equipment packages sized to the unit's operational strength.
• Instructor-level certification enabling agencies to train internally.
• Integrated WrapTactics coursework aligned with evidence-based response.
• Training and field-use cassettes for ongoing proficiency.

To accelerate global distribution and logistics, Wrap Technologies is focusing on federal pathways and strategic partnerships. The company formed Wrap Federal, LLC, a subsidiary dedicated to supporting U.S. federal government clients in the Department of Defense (DoD) and Department of Homeland Security (DHS). Wrap Federal aims to collaborate with established prime contractors to streamline contracting pathways. Furthermore, the company entered the U.S. Army xTechCounter Strike C-UAS Competition with its Project MERLIN system, signaling a focus on national-level defense contracts. The company also partnered with K-Form Inc. to support scalable production of its Made-in-America products. This focus on federal compliance, including DCAA readiness, is a key step toward securing national-level contracts in countries with high non-lethal technology demand.

Wrap Technologies, Inc. (WRAP) - Ansoff Matrix: Product Development

You're looking at how Wrap Technologies, Inc. (WRAP) is pushing new products into its existing law enforcement and public safety customer base. This is the Product Development quadrant of the Ansoff Matrix, and the numbers from the third quarter of 2025 tell us about the scale of the business funding these efforts.

Wrap Technologies, Inc. posted a gross revenue of $2.0 million for the third quarter ending September 30, 2025, which was a 241% increase compared to the $0.6 million reported in the same quarter of 2024. Net revenue for that period was $1.5 million, a 151% increase year-over-year. The company's gross margin expanded significantly to 59% in Q3 2025, up from 40% in Q3 2024, with gross profit rising 276% to $0.9 million for the quarter.

The current operating expense base for Q3 2025 was $3.64 million, representing a 6% reduction year-over-year, while the operating loss improved by 24% to $(2.761) million from $(3.626) million in Q3 2024. The company ended Q3 2025 with $5.97 million in Cash & Equivalents.

The product development strategy is focused on enhancing the core offering and expanding the connected ecosystem.

The core BolaWrap 150 continues to demonstrate strong field performance, with documented data showing a 92% field success rate, alongside 0 reported deaths, 0 serious injuries, and 0 lawsuits in deployments.

For the next-generation BolaWrap 2.0, while specific weight or range metrics aren't public, the technology is being integrated into advanced platforms. Wrap Technologies, Inc. completed a live-field trial of its MERLIN-Interdictor Drone-First-Responder (DFR-X) payload on October 30, 2025, demonstrating the world's first drone-to-human deployment of the entanglement technology.

The development of a new non-lethal tool is evidenced by the DFR-X system, which represents an expansion beyond the handheld restraint device into counter-UAS defense for military and public safety partners.

The proprietary data analytics platform is showing early financial traction through recurring sales. Recurring subscription sales reached $236,000 in Q3 2025, which accounted for approximately 12% of the total gross revenue for the quarter. These subscriptions support the ecosystem, which includes training systems like Wrap Reality™ VR.

The company is investing in its overall technology stack, as evidenced by the strategic shift to a recurring revenue model supported by higher-margin system sales, which included BolaWrap, Wrap Tactics, and WrapVision body-worn cameras.

The financial structure supporting these product advancements includes the following revenue segmentation for the three months ended September 30, 2025 (Net Revenue):

The expansion of the salesforce, including staff focused on federal market expansion, supports the rollout of these new and enhanced products. The sales and marketing team expanded to approximately 18 staff, including new hires for the Washington, D.C. federal office.

The focus on building out the connected ecosystem is also reflected in the company's operational footprint, with the opening of a manufacturing and training facility in Norton, Virginia, to support domestic capacity and federal procurement preferences.

• Wrap Reality™ VR is a fully immersive training simulator for decision-making under pressure.
• WrapVision is an all-new body-worn camera and evidence management system.
• The BolaWrap 150 success rate is 92% in the field.
• Subscription revenue was 12% of gross revenue in Q3 2025.
• The DFR-X drone interdiction was demonstrated on October 30, 2025.

Finance: draft 13-week cash view by Friday.

Wrap Technologies, Inc. (WRAP) - Ansoff Matrix: Diversification

Wrap Technologies, Inc. (WRAP) reported gross revenue of $2.0 million for the third quarter ending September 30, 2025, marking its strongest revenue quarter in eight quarters. Net revenue for that period was $1.5 million. The shift toward recurring revenue is showing traction, with subscription sales reaching $236,000 in Q3 2025, representing 12% of gross revenue. The gross margin expanded to 59% in Q3 2025, up from 40% in Q3 2024. For the nine months ending September 30, 2025, the operating loss improved to $(9.5 million) from $(10.9 million) year-over-year. Cash on hand at the end of Q3 2025 was $6.0 million, an increase from $3.6 million at December 31, 2024.

Diversification moves Wrap Technologies, Inc. beyond its core law enforcement base of roughly 18,000 agencies and 1,000,000 officers in the U.S.. The adjacent markets, which include private security, commercial, corrections, healthcare, transportation, and defense, are estimated to be at least 20 times larger than the initial law enforcement market. The company completed Stage One of Phase II testing for Project MERLIN-1 in October 2025, which leverages the BolaWrap tether technology for counter-unmanned aerial systems (CUAS). The global CUAS market is projected to exceed $15 billion globally by 2030. The BolaWrap 150 has demonstrated a 92% field success rate.

The strategic expansion vectors for Wrap Technologies, Inc. are built upon leveraging the existing, proven tether technology into new, larger markets, supported by the acquisition of W1 Global in 2025 for operational expertise.

• Develop a new product line for the private security and retail loss prevention market.
• Enter the consumer self-defense market with a simplified, non-lethal restraint tool.
• Acquire a small technology firm specializing in body-worn cameras to offer a combined solution.
• License BolaWrap technology for use in non-law enforcement applications, such as animal control.
• Target the military's non-lethal weapons division with a ruggedized, specialized version of the technology.

The company currently has over 1,000 agencies using the device in the U.S. and 60 countries. The development of the MERLIN platform is key to accessing the defense sector.