Everyone needs at minimum a 48 hour go bag, ready to go for hikes, camping, emergencies, Jade Helm, whatever. The biggest problem with most survival kits is extremely high cost and usability by the average person. Here you can build your own pack, picking and choosing only the items that you want.
Just want the bag? No problem. Just want the bag and knife? No problem. Just want the bag, a knife and a firestarting tool? No problem. Are you getting this yet? You build it!
Take this starter bag complete with We Like Shooting patches, add whatever you need and go.