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Don't forget to become a fan of the show. next time, americans and their concerns about safety have spawned the prepper movement. entrepreneurs have moved in to serve that constituency. >> our demographic is people who want to be able to be comfortable and survive if there's an emergency. >> how fear of the unknown and the need to get control is driving the profits of small businesses catering to survivalists. until then, i'm j.j. ramberg. remember, we make your business our business. you're comfortable here. it's where you email, shop, even bank. but are you too comfortable? these days crime ...

>> so important for people to prepare and to protect their family from what's coming. and for me, it's not if. it's when. >> i'm proud to be a prepper. i think most people are preppers. >> while they proudly call themselves survivalists or preppers, darren and dave, the owner and manager of california-based off the grid survival supply store, also call themselves entrepreneurs. >> we carry the products that you may need in an emergency to take care of your family. >> that's one million volts. okay? now volts won't kill you. all right? but what's going to happen, every muscle in your body when ...

American express open is here to help. that's why we're proud to present "your business" on msnbc. > . hi there everyone. i'm j.j. ramberg. welcome to "your business," the show dedicated to giving you tips and advice to help your small business grow. business psychologists will tell you that consumer purchases are generally based not on pragmatism but on emotion. and that's why a growing number of entrepreneurs are marketing to a phenomenon of our times. those who fear the unknown and want to be prepared in the event much a disaster or domestic terrorism. wee found one small business that s...

>> it's so important for people to prepare and to protect their family from what's coming. and for me, it's not if, it's when. >> i'm proud to be a prepper. i think most people are preppers. >> while they proudly call themselves survivalists or preppers, daryn danby and dave stewart, the owners of the california-based off the grid supply store also call themselves entrepreneurs. >> we carry the products that you may need in an emergency to take care of your family. >> that's 1 million volt, okay. now volts won't kill you, all right? but what's going to happen is, every muscle in your body when...

Help. that's why we're proud to present "your business" on msnbc. hi, there, everyone, i'm jj ramberg and welcome to "your business," the show dedicated to giving you tips and advice to help your small business grow. business psychologists will tell you that consumer purchases are generally based not on pragmati pragmatism, but on emotion, and that's why a growing number of entrepreneurs are marketing to those who fear the unknown and want to be prepared in the event of a disaster or domestic terrorism. we found one small business that serves the so-called prepper movement and practices what...