WEBVTT 1 00:00:00.000 --> 00:00:05.280 We want to decrease the friction here for qualified people, so there's good friction and bad 2 00:00:05.280 --> 00:00:10.320 friction. So good friction is something that increases the overall quality of the lead and gets 3 00:00:10.320 --> 00:00:16.400 out people who suck. Bad friction gets everyone out. A slow page, low time, for example, 4 00:00:16.400 --> 00:00:19.920 everyone leaves. Good people and bad people. We want to get the type of friction that only bad people 5 00:00:19.920 --> 00:00:24.400 leave and good people stay. And so if we have budget authority need timing, we have the specific 6 00:00:24.400 --> 00:00:27.840 things relative to the lead magnet, then you're followed if you want, like, hey, if you can tell me 7 00:00:27.840 --> 00:00:31.280 it should be great. If not, I can just go off of your Facebook profile, something like that. 8 00:00:31.280 --> 00:00:34.560 Then they show up at the call. You have your one of 10 plates that you already figured out ahead of 9 00:00:34.560 --> 00:00:40.960 time. That then sets up the sale. This is Ashley. She has a personal styling business. She's 10 00:00:40.960 --> 00:00:47.520 just about 300,000 years and we're going to help her scale. Hi, I'm Ashley Caps. I'm founder of AC 11 00:00:47.520 --> 00:00:54.640 Styles. So we are a professional wardrobe and personal styling service that helps transform our 12 00:00:54.720 --> 00:01:03.040 clients' confidence and save them time. So revenue. We make about 309,000 annually, 130,000 in 13 00:01:03.040 --> 00:01:09.200 profits that gives us about 42% in net margins. So we've been in business for about four years 14 00:01:09.200 --> 00:01:15.200 and so far. We've served over a thousand clients. Thousand clients. How'd you get a thousand in 15 00:01:15.200 --> 00:01:21.680 four years? So that's over my whole career. So the business has been for you've done a thousand 16 00:01:21.680 --> 00:01:26.960 yourself. Awesome. Super cool. So who do you help specifically? Right now about 50, 50 men and women 17 00:01:26.960 --> 00:01:32.320 typically in their 40s all the way to their mid 60s. These are folks that are stay at home moms. 18 00:01:32.320 --> 00:01:36.800 They could be frequent flyers. They could be going up in the career into the sea suite. 19 00:01:37.440 --> 00:01:42.400 And it's those that really value their time and really also value having expertise. 20 00:01:42.400 --> 00:01:48.640 Okay. Got it. So what do you do? How do you help them? All right. So we transform our clients' 21 00:01:48.640 --> 00:01:53.760 fashion style and confidence and also help save them time. So we have two different phases in 22 00:01:53.760 --> 00:01:58.720 the way that we do things. So onboarding phase phase one. So we do a style assessment. So basically 23 00:01:58.720 --> 00:02:03.360 we establish baseline with their current style. So low style. You look terrible. Like look at the 24 00:02:03.360 --> 00:02:08.080 mirror. You look horrible. Pretty much. Okay. We establish baseline and then we show them where they 25 00:02:08.080 --> 00:02:12.720 can go. Okay. So once we show them where they can go, that's when we go in, we gut the closet, 26 00:02:12.720 --> 00:02:17.680 we get rid of everything and we get them into some new outfits, looking, feeling good, 27 00:02:17.680 --> 00:02:20.960 and then from there, that's when we determine, you know, just based on their lifestyle, 28 00:02:20.960 --> 00:02:25.840 is it makes sense to work together on like a monthly level, on a quarterly level. And at that 29 00:02:25.840 --> 00:02:30.880 point, we have ongoing styling sessions. We put lookbooks together. Okay. Cool. And we have 30 00:02:30.880 --> 00:02:35.280 like an on-demand service as well. Okay. They can text us if like, oh, I got a hot date tonight. 31 00:02:35.280 --> 00:02:38.720 That's an emergency if you will. Pretty much. All right. So when you say you show them what the future 32 00:02:38.720 --> 00:02:43.520 looks like, is that just like here's a, like, looks of like other models or something like that? 33 00:02:44.240 --> 00:02:50.080 Yeah. So it's putting together a style mood board. And then we also, prior to that, we say, 34 00:02:50.080 --> 00:02:53.680 hey, just based on your complexion, here's the colors that are going to compliment you. 35 00:02:53.680 --> 00:02:57.920 Cool. And then based on your dimensions of your figure, here's like the silhouettes that are 36 00:02:57.920 --> 00:03:02.560 going to work best for you. Oh, cool. And then a big component of it is lifestyle. Like, what are 37 00:03:02.560 --> 00:03:08.000 they doing on a day-to-day life? Yeah. And making sure that whatever they buy fits the life that 38 00:03:08.000 --> 00:03:11.600 they're living today. And not just like, oh, that looks really cool on a mannequin. How do you make money? 39 00:03:12.560 --> 00:03:18.960 Port and question. Yeah. So onboarding package that I mentioned, $8,500. That's over the course of 60 days. 40 00:03:18.960 --> 00:03:25.760 Then it goes into either monthly at 2K a month or quarterly at 4,500 or quarter. And then right now, 41 00:03:25.760 --> 00:03:33.280 we also make about 10% of our revenue from commission from close. We get about 10% margins from the vendors 42 00:03:33.280 --> 00:03:40.080 that we work with. Okay. And right now, we just actually focused on having just this luxury tier. 43 00:03:40.080 --> 00:03:45.200 In the past, we had two different tiers and we focused more on one time. And you realize you make 44 00:03:45.200 --> 00:03:49.600 more money on the luxury tier. So you do more of that. Yeah. Love it. So how do you get the customers? 45 00:03:49.600 --> 00:03:54.960 Where do you find them? So right now, we're doing ad words. We're spending about 300 month with Google. 46 00:03:54.960 --> 00:03:59.520 And then we're also spending about 300 month with thumbtack. Okay. We also partner, we have 47 00:03:59.520 --> 00:04:05.280 affiliates with other luxury like services, like matchmakers and things like that. We host events. 48 00:04:05.280 --> 00:04:09.040 And then also, of course, client referrals. Do you know what percentage of customers come from each of 49 00:04:09.040 --> 00:04:15.040 this? Roughly. So, yeah. If you don't know worries. Four are coming from affiliates. Okay. 50 00:04:15.920 --> 00:04:20.960 I think about a third is coming from the other two. And then a third is coming from 51 00:04:20.960 --> 00:04:24.800 or parts. So kind of like evenly split between referrals. Would you consider affiliates referrals 52 00:04:24.800 --> 00:04:30.640 or now? No, I kind of segment those out. Okay. So referrals is one affiliates is another than paid ads 53 00:04:30.640 --> 00:04:35.680 between thumbtack and Google. Yeah. Okay. Cool. Okay. So how many people do you sell a month? 54 00:04:35.680 --> 00:04:41.840 Right now, we're looking at about 12 total leads, eight appointments, 100% show for those appointments, 55 00:04:41.840 --> 00:04:48.720 total sales for. So close rates, 50%, show rates 100%. 40 clients currently and one churned 56 00:04:48.720 --> 00:04:55.280 in the last year. Okay. So you still, so these 40 clients still pay you monthly? These are active. 57 00:04:55.280 --> 00:05:00.880 Yeah. Okay. So they're coming in from different timelines. So summer monthly, summer quarterly, 58 00:05:00.880 --> 00:05:06.320 summer annually, just from different package testing. Okay. So we're going to probably talk about 59 00:05:06.320 --> 00:05:09.920 that in a second. The four clients thing because I think you probably have a big revenue opportunity 60 00:05:09.920 --> 00:05:14.080 there. Okay. So what's the goal? What do you want to do? All right. So you know, just the easy 61 00:05:14.080 --> 00:05:19.360 five million revenue. Why not? And really, I think what we can do is because it's easy for me to get 62 00:05:19.360 --> 00:05:25.040 stylus to train them is to build like an education component. Just like a totally different business. 63 00:05:25.040 --> 00:05:32.000 I know. Yeah. But have stylus and major metros. Okay. So, so have stylus and other 64 00:05:32.000 --> 00:05:36.400 metros and then the long term is to be able to create a training program for them. Like super 65 00:05:36.400 --> 00:05:41.440 long term. Like super, super long term. Super, super long term. Like next lifetime. Oh. 66 00:05:42.640 --> 00:05:47.280 I'm just messing with you. But fundamentally for this business, the goal is five million doing 67 00:05:47.280 --> 00:05:51.600 what you currently do or a scaled up version of what you do. Yes. Correct. Okay. And in other 68 00:05:51.840 --> 00:05:56.320 major metros. Yeah. No, that's cool. That makes sense. What's the problem? What's getting 69 00:05:56.320 --> 00:06:02.960 you right? Leads. Okay. We need lead flow. We need more of them consistently and we just we need 70 00:06:02.960 --> 00:06:08.560 more at bats. Yeah. So that's really what it is. And also I haven't been able to be as consistent 71 00:06:08.560 --> 00:06:14.480 with content creation. And I think there's opportunity miss there. Okay. All right. So show me the numbers. 72 00:06:14.480 --> 00:06:21.760 So 309 in total revenue. 130 in profit. 42% net margin. Blended cack of 600. 73 00:06:22.560 --> 00:06:30.000 LTV is 10k annually. So that gives us a 16 to one LTV to cack ratio. 600 in marketing spend 74 00:06:30.560 --> 00:06:37.920 show rates 100% close rates 50. Okay. Got it. There you go. Okay. So Google we're looking at 3400 75 00:06:37.920 --> 00:06:44.240 for the year for 2024. Cost per click. $1.89 total clicks. 1800. Do you know what words 76 00:06:44.240 --> 00:06:50.400 you're bidding for? Yeah. So like personal stylists near me, Los Angeles personal stylists. 77 00:06:51.040 --> 00:06:55.520 Do you have prices on the site? When they click where they click does it show your prices or is it 78 00:06:55.520 --> 00:06:59.920 just like an often paid? I do not show prices. Okay. Is it just like an often page? It's just an 79 00:06:59.920 --> 00:07:04.560 often page. Do you know how many leads you get from this source? I know you get eight sales, right? 80 00:07:05.200 --> 00:07:09.200 Oh, how many leads? Yeah. And I'll tell you why I'm asking. I'm asking because when I see 1800 81 00:07:09.200 --> 00:07:13.920 clicks, I'm like, that's a lot of clicks. So your cost per click is great. Yeah. And so I'd be like, 82 00:07:13.920 --> 00:07:17.760 okay. And especially with intent based search rather than interruption based marketing, like social 83 00:07:17.760 --> 00:07:20.640 media ads is like interruption, but you're not looking for a stylist. You see an ad then you click 84 00:07:20.640 --> 00:07:24.000 versus like, I am looking for a stylist like intent based click is usually much hard quality. 85 00:07:24.560 --> 00:07:29.440 I would be surprised if you were getting, I mean, unless there was a massive mismatch in terms of 86 00:07:29.440 --> 00:07:34.480 what you're asking people to opt in for. Between 1800 clicks, I would guess you're getting 87 00:07:34.480 --> 00:07:40.480 somewhere they would have at least, you know, 250 to 500 opt-ins. That would come. Does that sound? 88 00:07:41.040 --> 00:07:49.520 So 250 just for context. So divided by 12. So you'd be looking at, what is that? 20 a month 89 00:07:49.520 --> 00:07:53.760 ish. Okay. Does that sound realistic or does it sound like less than that? Well, so right now, 90 00:07:53.760 --> 00:07:58.080 that's leads. Yeah. The funnel is, it's just like book a call and I think that that's just straight 91 00:07:58.080 --> 00:08:03.600 to book a call. Yeah. Yeah. Okay. So I think that that's their video. That's being implemented 92 00:08:03.600 --> 00:08:08.960 right now. Okay. Okay. But I think that that's the big problem. It's just like, okay. And you 93 00:08:08.960 --> 00:08:15.520 don't give them anything, right? There's no reason for them to opt in. We're going to make you so 94 00:08:15.520 --> 00:08:22.480 much money. Yeah. Nice thing is like these, yeah, it'll be fun. Okay. So despite like basically 95 00:08:22.480 --> 00:08:27.760 no incentive for someone to actually book a call, you're still making eight sales. And so I think 96 00:08:27.760 --> 00:08:31.840 that what's happening right now is that like you the shop rate and the close rates you have aren't 97 00:08:31.840 --> 00:08:36.000 doing it like you're just basically skimming the absolute people who are like are in such a 98 00:08:36.000 --> 00:08:39.920 dire vein and they don't and you don't know them because they're coming from ads, right? Right. 99 00:08:39.920 --> 00:08:43.840 Right. Like if you're if you're in that situation, then like this may sound exciting for you, 100 00:08:43.840 --> 00:08:48.080 but like you could probably five to 10X the sales of the business just by fixing this. 101 00:08:48.080 --> 00:08:52.080 But we do nothing else. You could just do that. Just just get into that in a second. But okay. 102 00:08:52.080 --> 00:08:55.680 The good news is that even with the massive amount of it is inefficiency that's there, 103 00:08:55.680 --> 00:09:00.800 your altibiotic acts are really strong. So it's really good. And I think we're just losing it. 104 00:09:00.800 --> 00:09:04.640 We're just leaking a lot in the in this process. Okay. Show me the temp temp one. 105 00:09:05.280 --> 00:09:09.440 Okay. Also people that are in pain right now because they know that they're searching for it. 106 00:09:09.440 --> 00:09:12.800 Yeah. So 6K total spend. So we have leads here. Okay. 107 00:09:12.800 --> 00:09:16.080 38 leads. 38 bucks a lead. Total sales eight. 108 00:09:16.880 --> 00:09:25.920 750 same LTV. Okay. Thing is thumbtack is like 90 to 95% unqualified in terms of purchasing power. 109 00:09:27.120 --> 00:09:31.760 So we were able to, you know, rank higher for SEO. Okay. 110 00:09:31.840 --> 00:09:36.560 Through this page. Uh huh. Through your thumbtack page that you then pay extra to promote. 111 00:09:36.560 --> 00:09:40.720 Yeah. On thumbtack. Okay. Cool. Got it. I mean 38 bucks at least not bad. 112 00:09:40.720 --> 00:09:45.520 I'm giving the price point that you have. Right. But the issue is that they are unqualified. 113 00:09:45.520 --> 00:09:51.680 And so the nice thing here is that it might just be changing the headline of whatever the 114 00:09:51.680 --> 00:09:57.600 page that you're promoting is. And again, adding some qualifications to the lead form so that you 115 00:09:57.600 --> 00:10:02.160 can immediately see. So like underneath of this as you get like, I'd say more advanced. 116 00:10:02.160 --> 00:10:06.080 Yeah. There's total, there's total leads and then you'll have something called mqls on sql. 117 00:10:06.080 --> 00:10:08.720 So mqls will be marketing qualified leads and then sales qualified leads. 118 00:10:08.720 --> 00:10:13.040 Okay. And so an mql is like, okay, in order for somebody to be mql, they must meet these 119 00:10:13.680 --> 00:10:20.000 requirements. So it's like I got 158 opt-ins of the 158 opt-ins. 50 of them have an income above 120 00:10:20.000 --> 00:10:24.800 a hundred thousand dollars a year or are, you know, a man with a corporate job. Like we have to 121 00:10:24.800 --> 00:10:29.280 just figure out with the fewest, the fewest base yet. And we'll, we'll, we'll cover that. So 122 00:10:29.280 --> 00:10:36.800 do you actually do have a minimum income requirement? So I would say for this new model, a million. 123 00:10:37.840 --> 00:10:45.040 A year in income? Yeah. Okay. So yeah. So this is definitely a top 1% because 8500 plus what is, 124 00:10:45.040 --> 00:10:49.520 like it's about 25k all in for the service. The other, the thing is they have to have money for 125 00:10:49.520 --> 00:10:56.640 the clothes as well. Yeah. So you're looking at about a 40, 50k. Well, let's just even say 25k 126 00:10:56.640 --> 00:11:04.000 year spend in clothes. Average Joe Schmok cannot do. Yeah. And then is there a specific like life 127 00:11:04.000 --> 00:11:07.840 event or something that happens that triggers people into like getting, at a getting into this 128 00:11:07.840 --> 00:11:14.960 buying cycle? Yeah. So it is typically a transition moment. I had a baby. My body has changed. 129 00:11:14.960 --> 00:11:20.000 None of my clothes fit. That's for women. I got divorced. Both men and women. Or I'm just, 130 00:11:20.000 --> 00:11:25.840 I'm getting, I want to start dating period. My image doesn't match my status as a sea level person 131 00:11:25.840 --> 00:11:33.680 or even VP. Yeah. So that's me. Those are the typical triggers. Okay. Yeah. I feel triggered. 132 00:11:34.800 --> 00:11:37.760 No, you're good. Okay. So that's the thumbback data. Is that the last slide? 133 00:11:37.760 --> 00:11:47.200 Oh, there's a bonus. Is it for later? Numbers question. Well, I have already a handful of ideas 134 00:11:47.200 --> 00:11:54.880 around what we, what we can do. Tell me more about the affiliate side. The, the, the 135 00:11:54.880 --> 00:11:58.480 manager because you've got, I've got, I get both of these, these, I understand the referral side, 136 00:11:58.480 --> 00:12:02.960 I understand both your paid acquisition parts. I think the continuity is lacking. We can work on 137 00:12:03.440 --> 00:12:07.840 that. I think there's inefficiency add funnel. We'll talk about that. But I think affiliates 138 00:12:07.840 --> 00:12:12.160 is kind of the last piece before we dive into like figuring out what we're going to do. Okay. 139 00:12:12.800 --> 00:12:19.360 So affiliates, you're asking. Basically, they, it's just like a lead pass through. So they make 140 00:12:19.360 --> 00:12:24.640 the introduction and we offer a complimentary style assessment to help them get their dating profiles 141 00:12:24.640 --> 00:12:30.000 ready. And it's really just a glorified sales call. Okay. Yeah. And so you have these, how many 142 00:12:30.000 --> 00:12:34.480 matchmakers do you have who refer you customer from a regular basis? So combination of private 143 00:12:34.480 --> 00:12:42.400 social club and matchmakers, we have about six. Okay. How did you find them? Googling them and 144 00:12:42.400 --> 00:12:46.640 reaching, but you reached out and did it that way. Mm-hmm. And what percentage do they send you? 145 00:12:47.440 --> 00:12:52.560 What's that? What percentage of your businesses do those six kind of affiliates send you? 146 00:12:52.560 --> 00:13:02.240 So as of this year, it's about a third. Yeah. Interesting. Okay. Cool. It's because it's like 147 00:13:02.240 --> 00:13:08.160 very aligned audiences. They're literally already buying the types of services related to what you 148 00:13:08.160 --> 00:13:14.400 want. Yeah. Pretty much. Okay. Yeah. I'm, I'm, I feel like I'm pretty clear on what you said. 149 00:13:14.400 --> 00:13:20.080 Okay. Yeah. It's probably very simple for you. No, no, it's good. No, this is great. So you 150 00:13:20.080 --> 00:13:24.880 want to make five million, right? Yeah. And we're at 300. So that's a 17X from where you're 151 00:13:24.880 --> 00:13:29.280 currently at, right? If we were to just triple and get to a million this year, would you be okay 152 00:13:29.280 --> 00:13:33.440 with that? Totally down. Cool. Because then going from a triple to a five X from there, it's like 153 00:13:33.440 --> 00:13:39.040 a little bit, I think, I think because the thing is, the business will usually change. There's 154 00:13:39.040 --> 00:13:41.760 something called the Chinese rule of three and 10, which fundamentally just means that assistance 155 00:13:41.760 --> 00:13:46.240 break when they triple. And so I like to think in in triples in terms of unless there's some massive 156 00:13:46.240 --> 00:13:50.560 order of magnitude change that we can do. But the things that we have right now, a handful of 157 00:13:50.560 --> 00:13:54.560 these are triples independently. First thing I want to talk about is going to be the avatar is 158 00:13:54.560 --> 00:13:58.160 getting clarity on who you are going to serve. Because right now you serve a lot of people not to 159 00:13:58.160 --> 00:14:02.640 say that this is a bad thing. But I think over time, we are going to get narrower so that we can 160 00:14:02.640 --> 00:14:07.040 make our value proposition a little bit more compelling for them. Okay. The next is going to be paid 161 00:14:07.040 --> 00:14:12.080 ads funnel, which we're going to look at the pages. And we're going to look at the offers so that 162 00:14:12.080 --> 00:14:15.200 we can see, okay, can we tweak something? We add a lead magnet here that would get the right people 163 00:14:15.200 --> 00:14:19.200 and work off the bad ones. And it's kind of some processing so we can do that. Just we'll stop the 164 00:14:19.200 --> 00:14:25.040 leakage. The third piece is still acquisitions. It'll be affiliates that I want to cover. And then 165 00:14:25.040 --> 00:14:30.880 the fourth, what I want to hit on is continuity. And so those are the big four that I want to hit on. 166 00:14:30.880 --> 00:14:34.880 We can talk about the corporate thing that you mentioned in between. My initial gut reaction is 167 00:14:34.880 --> 00:14:38.720 not yet. But because the thing is it's like if we can get to a million probably, we can probably 168 00:14:38.720 --> 00:14:41.760 give them the things that I think that we're going to uncover here. You could probably get to like 169 00:14:41.760 --> 00:14:45.520 two-ish, two to three, just from some of the things that we're going to show you in a second. 170 00:14:45.520 --> 00:14:49.360 Cool. Okay. Then maybe you get to there. You're at three. You might be like, wow, 171 00:14:49.360 --> 00:14:53.680 what if I just kept doing this? Yeah. Rather than the other thing. Okay. Okay. So, 172 00:14:53.680 --> 00:14:57.440 avatar clarity. Do you have any idea if there are some customers that are like, 173 00:14:58.080 --> 00:15:01.840 wait, better than others so that you enjoy working with them or like what's your dream customer? 174 00:15:01.840 --> 00:15:04.000 Who are the people who spend the most money with you that you help the most? 175 00:15:04.560 --> 00:15:09.360 Can I just like ramble off of who they are? Okay. So stay at home, mom. Okay. 176 00:15:09.360 --> 00:15:13.200 Frequent traveler. Kids with many social events. 177 00:15:14.080 --> 00:15:19.440 Mom who has kids with many social events. Yeah. Okay. Like mom. One daughter just got married. 178 00:15:19.440 --> 00:15:23.520 Okay. Son is having a baby, that kind of thing. So usually mom, so it's mom, right? So there's 179 00:15:23.520 --> 00:15:28.080 kids obviously because it's mom. Okay. Got it. There's a few of these women. Plus money. Got it. 180 00:15:28.080 --> 00:15:34.080 And they just want to have new outfits for all of their social lights. Social lights. Okay. 181 00:15:34.160 --> 00:15:39.120 Got it. But private, not public people. Yeah. Yeah. I understand. Okay. So mom social lights. 182 00:15:39.120 --> 00:15:47.920 Is that the number one in your favorite avatar? And then men, CEOs. Okay. By percentage of revenue, 183 00:15:47.920 --> 00:15:55.200 is it 50-50? Yeah. It is interesting. Okay. CEO, man. Huh. Do you ever get cross-sales? CEO, 184 00:15:55.200 --> 00:16:01.360 man gets wife. Wife. Wife starts or husband starts? Typically wife starts. Interesting. Okay. 185 00:16:01.680 --> 00:16:08.880 Got it. That's, that's what. Okay. Okay. This is good. This is good for me to know for now. Okay. Now, 186 00:16:09.760 --> 00:16:14.320 paid ads, photo. First thing that we can do on this one is, and obviously this isn't, I mean, 187 00:16:14.320 --> 00:16:18.720 you could, okay, there's a lot of things here. But wherever you're driving your traffic to, 188 00:16:18.720 --> 00:16:22.800 so whether it's the homepage or it's this page, you should probably have some big lead magnet 189 00:16:22.800 --> 00:16:28.720 that people are going to want. I would imagine that what's something that somebody like that would 190 00:16:28.720 --> 00:16:33.520 want a lot. So that's been my thing after reading offers and thinking about a lead magnet. It's like, 191 00:16:33.520 --> 00:16:37.200 what appeals to these people? And they don't want to sit there and like get a checklist of how to go 192 00:16:37.200 --> 00:16:42.240 through their closet themselves. Yeah. So the only thing I could think of, and this isn't very 193 00:16:42.240 --> 00:16:46.960 scalable, is the complimentary style assessment. That's the one I want with somebody. And that's okay, 194 00:16:46.960 --> 00:16:50.480 though, because I mean, you're still getting them to more of them to opt in. But right now, 195 00:16:50.480 --> 00:16:56.400 is the assessment the thing that they're booking on the Google Ads page today? It's just a call. 196 00:16:56.400 --> 00:17:01.840 Okay. So it's not being positioned as that. Yeah. So for like the, the 1.0 version is 197 00:17:02.720 --> 00:17:10.320 style assessment is what you can basically promise them on the landing page. But I was thinking 198 00:17:10.320 --> 00:17:17.200 more something like really tactical, like the perfect outfit for you, like one perfect outfit or 199 00:17:18.560 --> 00:17:22.480 something to match their skin to like your idea of colors. Like that would be a cool one. Because 200 00:17:22.560 --> 00:17:25.840 like that doesn't, you have to like put a whole thing together. It's just like, oh, this skin can, 201 00:17:25.840 --> 00:17:30.480 you know, there's like 10 tones and you just pick the one that's appropriate for them. Yeah. 202 00:17:30.480 --> 00:17:36.080 Okay. So we were going to, we were going to do that next and also something else. We were going 203 00:17:36.080 --> 00:17:40.480 to do the one perfect outfit, but it's kind of so nuanced. But then we were thinking, okay, 204 00:17:40.480 --> 00:17:45.120 what if we just share with them? Hey, here's how, what are some of the steps that they do to prepare 205 00:17:45.120 --> 00:17:49.840 to, if they were to work with us? How are they invested? So we're thinking like taking their 206 00:17:49.840 --> 00:17:56.160 measurements, having them do some of these steps, like creating a mood board themselves. 207 00:17:56.160 --> 00:18:02.240 So we want them, so for a lead mech, to be really valuable, we want it to be risk-free, easy, 208 00:18:02.240 --> 00:18:07.760 and fast. And so those things require effort. Okay. And so we don't want the avatar to work 209 00:18:07.760 --> 00:18:12.560 to get the value. We want them to just click and get the value. Okay. And so I think what we think 210 00:18:12.560 --> 00:18:16.400 about is like, I like, I think this is actually really interesting. This is just me personally. So 211 00:18:16.400 --> 00:18:20.880 maybe I'm a CEO, man. But it's like, there are some, some skin tones that combination, 212 00:18:20.880 --> 00:18:25.680 basically it's like, you have a combination of hair and skin tone and eye color that is unique to 213 00:18:25.680 --> 00:18:28.960 you. And between all these different permeations, there's a hundred different variations people 214 00:18:28.960 --> 00:18:33.200 can have. And they have a different color palette that would be unique to them. Now you'll know 215 00:18:33.200 --> 00:18:37.200 behind the scenes that there's probably like eight different, you know, color style or whatever. 216 00:18:37.200 --> 00:18:40.960 I think either doing color, because that feels like the easiest one degree more nuanced than that 217 00:18:41.040 --> 00:18:46.080 would be a specific style, being like, you know, streetwear hip hop, like whatever you know I'm saying, 218 00:18:46.080 --> 00:18:50.720 like, you know that better than me. Yeah, professional, casual. Yeah, exactly. And so I think that 219 00:18:51.280 --> 00:18:55.120 this is like, you could do this tomorrow to change anything despite repositioning Elite Magnet. 220 00:18:55.120 --> 00:18:59.840 But I think this one would be really attractive, especially if you, like, when you push them there, 221 00:18:59.840 --> 00:19:02.880 I would experiment with the different headlines there. And then we need to measure the 222 00:19:02.880 --> 00:19:06.640 conversion rate of the page and know that you've turned them down. The interesting thing here is like 223 00:19:06.720 --> 00:19:10.640 1800 clicks, I think we could be able to get somewhere in the neighborhood of like if we're doing 224 00:19:10.640 --> 00:19:16.880 this right, like 500 leads from that amount of spend. And just if literally we just need to nail 225 00:19:16.880 --> 00:19:24.400 this, because on a Google ad, like high intent search like this, you should be able to get like 30 226 00:19:24.400 --> 00:19:31.040 percent of people out there. So from a benchmark perspective to something that is right for this 227 00:19:31.040 --> 00:19:35.600 audience. So if someone's looking for personal silos near me or personal size LA, then it's like, 228 00:19:35.600 --> 00:19:39.520 what is the first piece? And like I always think about like our offer is you've got all these steps 229 00:19:39.520 --> 00:19:43.760 that someone has to take. Can I peel off the first one? Even though it's something that I normally 230 00:19:43.760 --> 00:19:48.240 charge for, what's my actual cost? It's going to be time. Can I template some of these things out so 231 00:19:48.240 --> 00:19:53.360 that I can still provide a lot of value, but not have it take too much of my personal time? And 232 00:19:53.360 --> 00:19:58.000 the cool thing with these, like kind of like more costly or unskellable Elite Magnets is that you 233 00:19:58.000 --> 00:20:03.600 only have to give it to people who are qualified. So you are not obligated to like you can choose to 234 00:20:03.760 --> 00:20:07.520 do this only if someone meets these qualifications and you just say that on the landing page. So it's 235 00:20:07.520 --> 00:20:11.760 like, hey, if you're a mom with kids and a socialite or you're a CEO guy and you're not getting 236 00:20:12.560 --> 00:20:17.520 what you want, then it gets one of our style assessments where we'll go through personally your 237 00:20:17.520 --> 00:20:21.440 skin tone, your hair color, your eye color, and find the things that will immediately make you look 238 00:20:21.440 --> 00:20:25.520 better just with the interexisting closet. Because that's like again, they don't have to do anything 239 00:20:25.520 --> 00:20:29.360 and they'll immediately look better. That's like immediate value, not a lot of work. So I'd be like, 240 00:20:29.440 --> 00:20:33.360 okay, that's what we're going to offer. So now I can get more people to apply. Now they're going to 241 00:20:33.360 --> 00:20:36.320 fill out their stuff. And again, if they're not qualified, it's a way you didn't read the headlines, 242 00:20:36.320 --> 00:20:39.440 they don't worry about it. So you don't feel like you're, and then for them, I would probably just send 243 00:20:39.440 --> 00:20:44.240 them some free things that they feel, you know, they still give them something. But that would be 244 00:20:44.880 --> 00:20:48.400 like the thing that I would do to improve the funnel right off the bat without really even seeing 245 00:20:48.400 --> 00:20:55.040 the funnel is a clear headline around what they're going to get sub headline is either an image of 246 00:20:55.840 --> 00:21:01.920 almost like a before and after style or some sort of image that shows, you know, white skin, brown 247 00:21:01.920 --> 00:21:07.200 hair, don't do this. And then they're like, oh shoot, I do that. And so just like a simple thing 248 00:21:07.200 --> 00:21:10.720 that they're like, shoot, I do that. And then they're like, oh my god, I need help. And so all we're 249 00:21:10.720 --> 00:21:15.200 doing is increasing deprivation so that they take the next action. Okay. So that would be the lead 250 00:21:15.200 --> 00:21:20.960 magic component that I would do for these paid ads. Now I think that you have the scheduler. 251 00:21:20.960 --> 00:21:27.840 So they apply it, then they schedule, then what's the follow-up sequence? Like how do you, like, 252 00:21:28.960 --> 00:21:34.000 because they're so few, I just manually say, hey, and I try to like, do you reach out to them? 253 00:21:34.000 --> 00:21:39.920 But yeah, but they self-schedule on the page, right? Well, that's if they apply for more information, 254 00:21:39.920 --> 00:21:45.520 if they schedule the call, then I send them, hey, here's our services, looking forward to speaking 255 00:21:46.320 --> 00:21:52.320 with you. Got it. So I know you're going to put the video together. Yeah. There's the video before 256 00:21:52.320 --> 00:21:57.200 the call that gets them to book. And then I would probably consider sending them a second video 257 00:21:57.200 --> 00:22:01.360 between booking and showing. Okay. And then that does a little bit of the presale for you. 258 00:22:01.920 --> 00:22:06.320 And I think about this in terms of like, what are those things that you repeat on a regular basis 259 00:22:06.320 --> 00:22:09.760 on the call? So there's usually like, in every call, there's kind of like a little bit of a 260 00:22:09.760 --> 00:22:13.360 sales pitch that occurs where you're like, okay, so let me tell you what we do. I just try to put 261 00:22:13.360 --> 00:22:18.400 as much of that before the call so that I can spend the majority of the call on the person, 262 00:22:18.400 --> 00:22:23.120 the decision-making process, rather than basically have this like pre-recorded script that I have to 263 00:22:23.120 --> 00:22:27.040 put in the memory because it tires out you, tires out your sales team eventually. That's how I would 264 00:22:27.040 --> 00:22:31.200 try to do it. Okay. I think that if we can do the lead magnet, we can capture any more leads. 265 00:22:31.200 --> 00:22:36.640 I think if we add the video to the landing page, so... Do you think it makes sense to put a pricing 266 00:22:36.640 --> 00:22:40.880 on the page now? No, I don't think so. I think that if we ask for qualifications and we describe 267 00:22:40.960 --> 00:22:46.240 the services, that'll give us 80%, and then basically you just want to find... Because the things 268 00:22:46.240 --> 00:22:49.840 is like, you don't want to disqual, because there's some people who will be in, who have a smaller 269 00:22:49.840 --> 00:22:53.760 income, but really want this. Yeah. And so it's finding kind of that sweet spot, which is like, 270 00:22:53.760 --> 00:22:57.280 if someone then says like, I want to start immediately, I'm super open, and they're budgets like 271 00:22:57.280 --> 00:23:01.120 media, then you probably take the call, right? If they're like, my budget's zero, then like, okay, 272 00:23:01.120 --> 00:23:04.560 what does it matter? How much do you want it? It's not going to work, right? I think that on your 273 00:23:04.560 --> 00:23:08.080 qualification question, which you'll have on your scheduler, we just ask for the few amount of 274 00:23:08.080 --> 00:23:11.440 questions that are required for us to make the decision of whether or not they should stay around. 275 00:23:11.440 --> 00:23:15.040 What would you... So the way I would think through this is that I'm going to have like 10 templates 276 00:23:15.040 --> 00:23:19.520 that I know that are color palette that work for these 10, you know, characteristic people. 277 00:23:19.520 --> 00:23:23.680 And if I have asked their skin hair whatever up front, and I know what I'm going into the call, 278 00:23:24.880 --> 00:23:28.800 which template I'm going to be using when I talk to them. So it's like, hey, oh, you're a blah, blah, blah. 279 00:23:28.800 --> 00:23:32.240 Actually, you know what? I would describe you more as an olive than white, and I think this might 280 00:23:32.240 --> 00:23:36.080 actually be a better thing for you. Cool. Okay. And then you go into your normal sales process, 281 00:23:36.080 --> 00:23:39.200 which obviously works. I don't know. We want to talk about sales skater closing desi percent. 282 00:23:39.200 --> 00:23:43.440 Okay. Does that make sense? That want to make sure that... Well, I just want to make sure that like, 283 00:23:43.440 --> 00:23:49.760 they... Because right now it's like local calls, a sales call basically, and that's like obvious what 284 00:23:49.760 --> 00:23:55.760 I'm speaking about. But then this feels like, oh, we just have a call about skin tone. What does this 285 00:23:55.760 --> 00:24:02.160 say? Yeah. And then it's not an issue because they're already qualified. You're only taking the calls 286 00:24:02.160 --> 00:24:06.240 of people who have income. Right. That makes sense? Yeah. So you're going to take more calls. You're 287 00:24:06.240 --> 00:24:11.520 also going to hear more knows, but you're going to make more money. Hey guys, real quick, this podcast 288 00:24:11.520 --> 00:24:14.720 only grows from word of mouth quite literally. There's no other way to grow pockets in word of mouth. 289 00:24:14.720 --> 00:24:18.720 If there's some element of this that you think somebody else should hear or be relevant to them, 290 00:24:18.720 --> 00:24:23.440 it would mean the world to me. If you shared this via text, via Instagram, via DM, via whatever way 291 00:24:23.440 --> 00:24:30.160 you like to share stuff with people you love. Thank you. Like, fundamentally, I could just say like, 292 00:24:30.160 --> 00:24:35.040 I could run an ad that just said, hey, I have this really expensive thing, book here if you want it, 293 00:24:35.040 --> 00:24:39.520 and this is the price. And the people who opt on those calls will be incredibly qualified. But if I 294 00:24:39.520 --> 00:24:43.120 just said, I have this really free amazing thing that I'll be with the first problem, let me help you 295 00:24:43.120 --> 00:24:48.160 with that. And then people are like, oh, but do you do any of, ah, you know what? I do do that stuff. 296 00:24:48.160 --> 00:24:53.680 It's so funny you ask. And I get 10 times the calls. And so if I close 30% of a 10x number, 297 00:24:53.680 --> 00:24:57.200 I still close three times the deals. Okay. So that makes sense. Yeah. And so there's a little bit, 298 00:24:57.200 --> 00:25:01.120 now part of it is because you're selling out of your own wallet in terms of time. Yeah. And so 299 00:25:01.120 --> 00:25:05.040 it's because you're like, I had my time and I understand that. But all we have to do is just tweak 300 00:25:05.040 --> 00:25:08.560 these things. If you have somebody who you have the information about them, you have the income. 301 00:25:08.560 --> 00:25:13.520 I mean, I can really just train somebody to just do it live. As many things as possible, you can do, 302 00:25:13.520 --> 00:25:18.960 like, we want to decrease the friction here for qualified people. Right. So there's good friction, 303 00:25:18.960 --> 00:25:24.240 bad friction. So good friction is something that increases the overall quality of the lead and gets 304 00:25:24.240 --> 00:25:30.160 out people who suck. Bad friction gets everyone out. A slow page load time, for example, 305 00:25:30.160 --> 00:25:33.200 right? Everyone leaves. Good people and bad people. We want to get the type of friction that 306 00:25:33.200 --> 00:25:37.440 only bad people leave and good people stay. And so if we have budget authority need timing, 307 00:25:37.440 --> 00:25:41.200 we have the specific things relative to the lead magnet, then you're followed. If you want, like, 308 00:25:41.200 --> 00:25:44.320 hey, if you can send me a picture, be great. If not, I can just go off of your Facebook profile, 309 00:25:44.320 --> 00:25:47.840 something like that. Then they show up to the call. You have your one of 10 plates that you already 310 00:25:47.840 --> 00:25:52.160 figured out ahead of time. That then sets up the sale, which is for you. It's like, oh, you don't 311 00:25:52.240 --> 00:25:55.040 have this, this, this, and this. All we're doing is expanding the gap of like, you're here. You 312 00:25:55.040 --> 00:25:58.400 want to be here. Oh, you're missing all this stuff. Oh, you know what? So funny. I think you'd be 313 00:25:58.400 --> 00:26:02.720 perfect fit for we have to tell you about it. And then you're it. Got it. Makes sense? Yeah. 314 00:26:02.720 --> 00:26:08.480 Okay. So this is what I would do to change the paid ads funnel. And I think this will probably 315 00:26:08.480 --> 00:26:14.880 apply for both thumbtack. And can you spend more on this? Yeah. Well, I'm like, dude, if you get, 316 00:26:14.880 --> 00:26:19.120 if I had a machine in front of me where you, and this is without you doing any of this, 317 00:26:19.120 --> 00:26:23.040 that's the crazy thing. That's without you doing any of this. Right. So if I said, okay, 318 00:26:23.920 --> 00:26:30.320 instead of paying $3400 a year, what if we paid like $3400 a month? Yeah. Well, that would 319 00:26:30.320 --> 00:26:35.120 12 extra business. That'd be chill. Right. Yeah. I mean, it beats the S&P 500 where you put a dollar 320 00:26:35.120 --> 00:26:40.400 and it gets $23 back within the next week. It's not bad. Right. So the next thing that I want to go 321 00:26:40.400 --> 00:26:44.400 over is the affiliates because I think that's really important. You would not touch Facebook ads. 322 00:26:44.400 --> 00:26:47.280 Well, you already have an acquisition channel that's working and super profitable. So I'm 323 00:26:47.280 --> 00:26:53.520 less likely to want to do that now. Okay. So because you can spend more if you want to. All right, 324 00:26:53.520 --> 00:26:59.120 let's talk about the affiliates. So matchmakers. Yes. Okay. So you have six matchmakers right now. 325 00:27:00.320 --> 00:27:07.760 Four matchmakers to private clubs. Okay. So I'll go, I mean, whatever. It doesn't matter. Yeah, 326 00:27:07.760 --> 00:27:11.840 you're good. Okay. So you got six affiliates. How much time did it take you to get each of these 327 00:27:11.840 --> 00:27:17.760 affiliates? Not much time. Okay. And each of these sends you people on a consistent basis. Yeah. 328 00:27:17.760 --> 00:27:23.680 What was the process that you did to integrate with them? I met with the owner and it's 329 00:27:23.680 --> 00:27:28.640 so you did outreach to get them. Manual outreach. Okay. Is it like phone calls, text, email, DM? 330 00:27:28.640 --> 00:27:35.280 Email. Okay. Manual outreach explains that we can offer a complimentary service to their new 331 00:27:35.280 --> 00:27:41.840 clients. Oh cool. And you know, we could close them. Love this. Almost like it's directly out of 332 00:27:41.840 --> 00:27:46.720 the affiliate section in the book. And that's it. And then they would. And what percentage do you close 333 00:27:46.720 --> 00:27:52.400 the people that you talk to? That's been the hard part is like talking, getting them. Okay. 334 00:27:52.400 --> 00:27:58.960 Do you know how many outreach attempts you did to get to the sex? Probably about 40. Okay. And 335 00:27:58.960 --> 00:28:02.080 I want to paint something for you because I think it's going to be interesting. Okay. So you send 336 00:28:02.080 --> 00:28:07.840 40 emails and you were able to close six, right? Yeah. Okay. Now how much money do those six? 337 00:28:07.840 --> 00:28:11.520 So it's a third of your revenue, right? So it's a hundred thousand dollars a year roughly. Okay. 338 00:28:11.520 --> 00:28:18.240 So think about this. So every one of these emails need you $2,500. That feels like pretty good turn. 339 00:28:18.240 --> 00:28:25.840 Yeah. For sending emails, probably copy and paste. Right. Hmm. Hmm. Do more of them. I've 340 00:28:25.920 --> 00:28:32.480 wilded it. What if we sent 400 emails? Yeah. I don't even want to mess with the affiliate process 341 00:28:32.480 --> 00:28:37.120 that you have right now. Yeah. You're reaching out manually is obviously effective. You sent out 342 00:28:37.120 --> 00:28:42.240 40 emails. So I'd be like, okay, how do I send like and that like if you did that for four hours 343 00:28:42.240 --> 00:28:46.960 every day. Right. That I mean, you'd probably be able to send even if you did them completely 344 00:28:46.960 --> 00:28:50.320 personalized, completely manual, the way that you probably did, you don't have to buy any software. 345 00:28:50.320 --> 00:28:56.320 Like you can just send the emails. You'd be able to do that in like a week or two weeks. 346 00:28:56.320 --> 00:29:01.600 You want to spread it out. It's like not a lot. So 14 days, what's 400 by by 14? You know, 347 00:29:01.600 --> 00:29:05.200 we'll give you that we'll give you the weekends off. So it's 40 emails a day. 348 00:29:05.760 --> 00:29:09.120 40 emails. I'll give it to you in a month. How about that? So we'll do 20 emails a day. 349 00:29:09.120 --> 00:29:14.080 20 emails a day. That feels like that feels reasonable. Yeah. Okay. Cool. Let's do that. 350 00:29:14.160 --> 00:29:21.120 Best place to like pull data. Good question. Because I think it's it's the matchmakers, 351 00:29:21.120 --> 00:29:27.760 but it's also could be executive coaches. Could be high-end fitness trainers. Yeah. 352 00:29:27.760 --> 00:29:33.760 People going through a transformation. Yeah. They need they need. Yeah. For sure. I would think about, 353 00:29:34.320 --> 00:29:38.560 I think you have these in segments, right? And so you've got high-end trainers, high-end 354 00:29:38.560 --> 00:29:42.960 PT's. You've got exact coach. You've got the dating people. You've got I'll give you one 355 00:29:42.960 --> 00:29:47.600 divorce attorneys. So that's four lists. Now the thing is is that you can actually find all of these. 356 00:29:49.440 --> 00:29:55.680 These ones you can find probably from Google. This you can find also from search and Instagram. 357 00:29:55.680 --> 00:30:00.080 And there's also like list brokers. So you just like Google list broker or whatever city. And then 358 00:30:00.080 --> 00:30:03.440 you can usually they'll have this massive nationalist. And then you can pull it it down to 359 00:30:03.440 --> 00:30:12.720 a localized area. Can you do any remote services? Yeah. We definitely would say 50% up like 360 00:30:12.720 --> 00:30:19.280 especially during COVID. We only work virtually. But I prefer that's fine. That's cool. Okay. So 361 00:30:19.280 --> 00:30:26.480 this obviously makes money and doesn't require any financial risk. Yeah. And is also a compounding 362 00:30:26.480 --> 00:30:32.080 way of acquiring customers because you did this work think about this. You send 40 emails one time. 363 00:30:32.080 --> 00:30:37.760 And then you got six people to send you business for good. Not bad. Now what do you do to continue 364 00:30:37.760 --> 00:30:43.760 to reactivate them? Host events. Okay. So you do events. Okay. So for the affiliates. Yep. 365 00:30:43.760 --> 00:30:48.800 Okay. Cool. I mean like especially for like the matchmakers they're happy because their clients 366 00:30:48.800 --> 00:30:53.600 are getting me over. They get better pictures. Therefore they get better matches. Uh-huh. 367 00:30:54.560 --> 00:30:59.920 So I love that. Yeah. Really good. So I think do you do that like regularly like it's on a calendar 368 00:30:59.920 --> 00:31:03.360 or it's just like okay good because that's obviously that's why it's part of why it's working because 369 00:31:03.360 --> 00:31:06.880 normally one of the things that that falls off in the affiliates is that they don't stay activated. 370 00:31:06.880 --> 00:31:10.560 They don't keep referring you. Yeah. And she have to like work them like customers like it's another set 371 00:31:10.560 --> 00:31:15.760 of relationships. Yeah. But if you can put them all together in an event on a regular cadence where like 372 00:31:15.760 --> 00:31:18.960 all of the dating coaches bring all of their people and they all look good and they all get to 373 00:31:18.960 --> 00:31:24.080 meet each other like that's value for everybody. It hasn't quite turned out like that. Okay. But just 374 00:31:24.080 --> 00:31:30.160 like more one off. Okay. Like hosting events with just one of them. Okay. Let's sell that works. 375 00:31:30.160 --> 00:31:33.120 Yeah. Yeah. And I think if you do like one or two of those a year or three of those a year I think 376 00:31:33.120 --> 00:31:37.280 that's like more than enough to keep the black today. Right. And I would I would try and figure out a way 377 00:31:37.280 --> 00:31:43.120 to put them in the same room just because I think it'd be like I would be pitching on collaboration 378 00:31:43.120 --> 00:31:47.440 rather than competition which is just like hey you have single people so today maybe they can 379 00:31:47.440 --> 00:31:50.960 that's true actually. Yeah they're all single. Yeah. They're all single and obviously looking 380 00:31:50.960 --> 00:31:56.560 to mingle and looking for their best life like it also be desperation city anyway. So that's 381 00:31:56.560 --> 00:32:00.320 so that's the affiliate piece. Okay. And so in terms of lists I would go list brokers and then 382 00:32:00.320 --> 00:32:04.320 I would sort and that sort social media and Google first that'd be like my first thing and then 383 00:32:04.320 --> 00:32:08.560 I would look at list brokers once I ran out of this. Okay. But between like these four sources you 384 00:32:08.560 --> 00:32:13.600 need to send 400 emails. It's not bad bad. And then what's crazy is like if you send it and then 385 00:32:13.600 --> 00:32:18.400 they don't respond you can send it again. Next one's continuity. So let's talk about that. Okay. So 386 00:32:18.400 --> 00:32:22.880 this is about increasing LTV. So you already have pretty good LTV but I have this feeling like there's 387 00:32:22.880 --> 00:32:29.360 something that we can do better. Okay. So right now LTV is $10,000 right? So walk me through so if 388 00:32:29.360 --> 00:32:36.880 someone comes in so I come in I'll see you up $8,500 I pay you for my whole lookbook etc. Transformation. 389 00:32:36.880 --> 00:32:41.520 Yep. Okay. And so the delivery of that transformation is like a lookbook primarily and then like 390 00:32:41.520 --> 00:32:46.000 when you walk me through it a little more. No. So this assessment figure out where we're going to go 391 00:32:46.000 --> 00:32:50.640 with your style, your look, then going through your current closet. Right. Getting rid of all the old 392 00:32:50.640 --> 00:32:55.120 stuff. You actually go to their house. Yes. Okay. Get rid of all the old stuff. Okay. 393 00:32:55.120 --> 00:33:00.320 Reorganize the closet so that it makes it works for their life. Okay. So closet, tear it down. Yep. 394 00:33:00.320 --> 00:33:05.200 And then we document. Uh-huh. We do an inventory of everything in their closet. So that way when they 395 00:33:05.200 --> 00:33:10.800 text us or they say, hey, I'm going to turkish into K-coast. Hey, great. Pull this, pull this, pull this. Uh-huh. 396 00:33:10.800 --> 00:33:16.320 And we can give it to their housekeeper or whatever. Here's your vacuum list. Okay. Then we get 397 00:33:16.320 --> 00:33:22.160 new outfits, new clothes. Right now our promise is about five to ten new outfits. Okay. 398 00:33:23.040 --> 00:33:27.680 We don't want to get the whole new wardrobe. Right. But you know enough to like, okay, I'm excited. 399 00:33:27.680 --> 00:33:33.520 I feel good. Mm-hmm. Mm-hmm. And then that's when we make the determination. Okay. Does this make 400 00:33:33.520 --> 00:33:38.240 sense giving your lifestyle you travel all the time on a monthly level or a quarterly level? Yeah. 401 00:33:38.800 --> 00:33:42.640 Yeah, in terms of the continuity. Yeah. Well, do you have a turn on the continuity? Do a lot of people 402 00:33:42.640 --> 00:33:47.520 so people stay and they keep paying? If it's in front of these people, not the one-time people, 403 00:33:47.520 --> 00:33:52.800 these people, they don't. And what was the one-time thing? So it was priced at 3,500. Uh-huh. 404 00:33:52.800 --> 00:33:57.120 And you just did this but then didn't have anything else? Yeah. Okay. And it was, um, it could be all 405 00:33:57.120 --> 00:34:01.280 virtually. Oh, okay. Or it could just be like a one-day shopping. It's way better to a person. 406 00:34:01.280 --> 00:34:06.320 It's a different relationship. Yeah. Yeah. No, I like that. I'm a fan. Okay. So and then the ongoing 407 00:34:06.320 --> 00:34:14.880 price point is what? On the back end. Uh, 2k per month. Per month. For 4,500. So 8500 and then 408 00:34:14.880 --> 00:34:19.840 $2,000 per month. So, so we should be at now. I'm guessing that you have a lot of grandfathered 409 00:34:19.840 --> 00:34:23.040 people of those 40 customers that are paying less than that. Yeah. Okay. What are they paying? 410 00:34:24.480 --> 00:34:30.960 1,500 per month. Yeah. For a week or per month. Okay. So it's like, wow. Okay. Okay. 411 00:34:31.600 --> 00:34:36.880 Summer on like 1,500 quarterly. Okay. Got it. Got it. I'm guessing the majority of them are 1,500 412 00:34:36.880 --> 00:34:40.320 quarterly. Yeah. Okay. Got it. Because then it's 500 bucks a month. Because this is just all 413 00:34:40.320 --> 00:34:44.560 transitioned in September. Got it. You only have like two people currently on the new system. 414 00:34:44.560 --> 00:34:50.240 Okay. So most people are at 1,500 dollars. So if you have call of 38 customers who are at, 415 00:34:50.240 --> 00:34:55.360 I'm just going to say in general, right, $500 per month. Because it's 1,500 quarter. I'm just 416 00:34:55.360 --> 00:34:59.360 still getting a revenue. Yeah. Okay. Because this now makes us with the revenue that you're doing. 417 00:34:59.920 --> 00:35:04.160 Okay. Right. Cool. So the vast majority of the money is actually in a recurring revenue base. 418 00:35:04.800 --> 00:35:08.320 That's not bad. That's good. Yeah. That's really good. And the churns love to all that stuff's good. 419 00:35:08.320 --> 00:35:11.520 I actually don't really want to mess with this that much because you have low churn. 420 00:35:11.520 --> 00:35:16.720 What's the percentage people go from here to here? Um, now that I've just said, hey, we're only 421 00:35:16.720 --> 00:35:21.920 working with you on a reoccurring basis. It's, it's good. Right. Um, the thing is, I'm almost 422 00:35:21.920 --> 00:35:26.640 wondering if I said that. I'm almost wondering if we kill this and just do the quarterly. Because 423 00:35:27.520 --> 00:35:32.480 this seems to be not most people. Okay. Do you think that it's better to simplify things or just 424 00:35:32.480 --> 00:35:35.920 still keep it? No, I think you can have it. What happens is it serves as a price anchor. 425 00:35:36.800 --> 00:35:40.720 Okay. So even if only 10% of people take it, it increases the people who take that one. 426 00:35:40.720 --> 00:35:44.160 Okay. So I don't think it's actually a mistake that it's there. Okay. Because if you're like, 427 00:35:44.160 --> 00:35:48.800 because they have the reaction, I'm like, $6,000 of a quarter of my Jesus, like, or just do 1500, 428 00:35:48.800 --> 00:35:54.000 like, oh, no, that works. I'll do the $500. No, no, it's 2K a month or 4,500 a quarter. 429 00:35:54.640 --> 00:36:01.680 With this one. Yes. Okay. So you're saying at the, at the new price point. Yes. It's at this. Okay. 430 00:36:01.680 --> 00:36:04.880 But this is brand new. And here you have all the retention that you have. 431 00:36:05.840 --> 00:36:11.280 Um, yeah. Okay. But you haven't had any issue ascending people into that into the $4,500 a quarter 432 00:36:11.280 --> 00:36:16.480 either. I mean, the few that we've had now. It's the same take rate. Yeah. Okay. Yeah. So I'm fine 433 00:36:16.480 --> 00:36:20.080 with quarterly billing. Okay. So if you have monthly and quarterly, that's fine. Okay. I'm 434 00:36:20.080 --> 00:36:26.800 good with that. Yeah. So if it's now, um, to give more slash 4,500 per quarter, but even if like 435 00:36:26.800 --> 00:36:31.680 90% opt into this versus this, it's still okay. Totally fine. Totally fine. That's great. No 436 00:36:31.680 --> 00:36:36.160 big deal. I feel comfortable with that, but I always let the market tell me. So like, I just keep 437 00:36:36.160 --> 00:36:39.680 I check out the price until people stop saying, yes. And then I'm like, okay, that's about right. 438 00:36:39.680 --> 00:36:42.560 So then you kind of back down a little bit and you're like, that's my price. Now I know that 439 00:36:42.560 --> 00:36:45.680 that's for these, for these types of people, that's the number that they're willing to pay. 440 00:36:45.680 --> 00:36:49.520 Unless we change the avatar of the marketing or the messaging, that's going to track these people 441 00:36:49.520 --> 00:36:53.600 on their own to say, I said that price. Okay. So from continuity perspective, I don't think we change 442 00:36:53.600 --> 00:36:59.200 that to them. We just changed it. So that stays the way it is. I think the $8,500, I know LTV's 443 00:36:59.200 --> 00:37:02.880 $10,000, but $8,500 for the turnaround and then you have the quarterly. And so this LTV that you 444 00:37:02.880 --> 00:37:06.640 have here is probably going to go up. It'll just keep going up over time. Right. Okay. Great. 445 00:37:06.640 --> 00:37:13.360 So I mean, honestly, the the actual business is strong. Okay. So you have, um, good-ish margins, 446 00:37:13.920 --> 00:37:20.800 42%, continuity has almost no churn. That's great. LTV hacks strong. And so the real leverage 447 00:37:20.800 --> 00:37:25.920 with this business is that we just need to do more. Now you stopped spending money on ads. Why? 448 00:37:26.560 --> 00:37:29.840 Because we were adding the video and we were adding in the past. We were fixing that stuff first. 449 00:37:29.840 --> 00:37:34.720 Yeah. Okay. Cool. So this is what we're going to do. Video sales letter, less lead magnet, 450 00:37:34.720 --> 00:37:39.280 plus the bit qualification. So much of the 30 you need timing. So that's number one. So once we fix that, 451 00:37:39.360 --> 00:37:43.520 that's a that's a conversion mechanism. So then what I want you to do is increase your ad spend. 452 00:37:43.520 --> 00:37:48.720 And so currently you're spending $600, $300 a lot. Yeah. So why don't we just go to $600? How much 453 00:37:48.720 --> 00:37:52.480 actually, let me ask the question, how many can you handle? Like how many more leaves can you handle 454 00:37:52.480 --> 00:37:58.480 than you currently are? More. Like how many more? Like that convert into new clients? Yeah. Well, 455 00:37:58.480 --> 00:38:02.560 like how many calls, basically it's a call thing. So many calls to me to say, um, you're currently 456 00:38:02.560 --> 00:38:08.080 taking 12, right? Yeah. Easily could double or triple that. Okay. So let's go with, uh, 457 00:38:08.080 --> 00:38:11.760 600 and 900 per month, because sometimes the lead costs make up a little bit. And that's okay. 458 00:38:12.560 --> 00:38:15.760 Just like, so basically you make it a little bit less efficient, but that's fine because you're so, 459 00:38:15.760 --> 00:38:22.320 you have really strong TVCax. It's not a big deal. All right. Number three is we need to send the 460 00:38:22.320 --> 00:38:27.920 20 emails per day to fillets. So this is a big three. And then, um, I don't want to mess with 461 00:38:27.920 --> 00:38:32.560 the continuity. So we got eight sales this year. So it's like one, like a little bit less than one 462 00:38:32.560 --> 00:38:39.520 a month, right? So I just wish I knew how many leads were coming from Google. I just really 463 00:38:39.520 --> 00:38:43.760 wish I knew that number. And those eight sales were those just like phone calls and closes. So 464 00:38:43.760 --> 00:38:48.240 a 16 college created eight sales kind of thing. Yeah. Okay. And they were from the ads. They were 465 00:38:48.240 --> 00:38:54.640 from search. Got it. But then they clicked on your ad. All right. So you'll fix the funnel. 466 00:38:55.360 --> 00:39:00.960 Yep. You with the attribution of tracking in place. I think the funnel lift could very well. 467 00:39:00.960 --> 00:39:05.360 Like this is going to sound wild. This could somewhere they would have like two to five x the 468 00:39:05.360 --> 00:39:11.440 leaflet. You have just doing this, especially with a good leaf magnet. Okay. Now, the next piece is 469 00:39:11.440 --> 00:39:15.360 that each of your affiliates were a third of your revenue. And if we were to 10x that, 470 00:39:15.920 --> 00:39:19.840 then we would 10x one third, which would be a triple. And so the result of a call to 2x, 471 00:39:19.840 --> 00:39:27.680 a 2x and a 3x would be a 12x, which would take us from 300k per year to 3.6 million. 472 00:39:27.680 --> 00:39:37.120 So yeah. Okay. Questions. Yes. One thing we didn't talk about is brand. Okay. Well, content creation. 473 00:39:37.120 --> 00:39:44.480 Okay. So I have like, you know, I only bring this up because Ed was mentioning that I should consider 474 00:39:44.480 --> 00:39:50.080 transitioning the page from AC styles to Ashley Caps. Okay. And going more of the personal 475 00:39:50.080 --> 00:39:56.320 brand route as for like the big top panel. Or do you think that doesn't matter? I mean, 476 00:39:56.320 --> 00:39:59.840 it's not doing anything right now because I haven't invested into it, but I was planning on 477 00:39:59.840 --> 00:40:03.680 investing. Well, like your Instagram and like all that stuff. Yeah. Well, I see, I see your 478 00:40:03.680 --> 00:40:09.360 Instagram because you're such a visual craft in terms of what you do. That it makes sense to post 479 00:40:10.240 --> 00:40:13.600 things is like, these things are just like, well, all immediately make you money. I think that 480 00:40:13.600 --> 00:40:17.200 that's absolutely a long-term plan. Think about this is like, this is like your paycheck, 481 00:40:17.200 --> 00:40:21.280 this stuff, like you do this, you'll immediately make more money. That is more like a 401k, 482 00:40:21.280 --> 00:40:25.040 like an investment plan. So it's like, I'm going to put this money into this and it's going to take 483 00:40:25.040 --> 00:40:29.120 time to snowball. But over time, it'll eventually become so big that it'll be bigger than all this 484 00:40:29.120 --> 00:40:34.000 stuff. But you'll have to measure that in like a couple years more than a couple months. So I'm 485 00:40:34.000 --> 00:40:38.240 all for it though to be clear because what a lot of people don't know is that like when you spend 486 00:40:38.240 --> 00:40:41.760 this money, when you do these emails, the first thing they're going to look at is your social media 487 00:40:41.760 --> 00:40:46.560 stuff. And so I see that as like more lead nurture. And so like, it's like the invisible hand 488 00:40:46.560 --> 00:40:50.640 that all of a sudden like more people respond to emails. Like one of the things I didn't realize, 489 00:40:50.640 --> 00:40:54.640 like when I, because we do have on for our own stuff too, for like looking at deals and whatnot. 490 00:40:54.640 --> 00:40:59.200 Me having a personal brand just increased the response rate. People were like, oh, I've seen your stuff. 491 00:40:59.200 --> 00:41:02.240 Right. Or they took a look and like, oh, I've never heard of you, but this stuff looks really 492 00:41:02.240 --> 00:41:07.600 interesting. Yeah, I'll have to call whatever. And so that's kind of like it, it's a rising 493 00:41:07.600 --> 00:41:11.840 tie that lifts everything in terms of how brand works. But yeah, I think there's it's totally 494 00:41:11.840 --> 00:41:14.560 fun to do that. I just want you to get obsessed with it. I want you to just make sure that you 495 00:41:14.560 --> 00:41:19.200 spent just basically block, I'd call it a half a day a week. Yeah. They're like, I'm just going to 496 00:41:19.200 --> 00:41:23.200 do content this morning, playing out my week, get the pieces that I want out, and then like the 497 00:41:23.200 --> 00:41:27.600 rest of the week got around the business. And focus on this. Yep. Now the only reason why I was 498 00:41:28.560 --> 00:41:32.880 like nervous to transition it from actually focusing on personal brand versus business brand is 499 00:41:32.880 --> 00:41:37.200 because, you know, I was wanting to issue in the beginning of like, oh, well here, I'm not going 500 00:41:37.200 --> 00:41:42.000 to be working with you. I'm working with somebody else. Yeah. So that's the only reason why. 501 00:41:42.000 --> 00:41:46.320 I mean, that's not a big deal. That's like a one line over time. So like if you go to Wells Fargo, 502 00:41:46.320 --> 00:41:50.800 you're not expecting Wells Fargo or JP Morgan, you're not expecting JP Morgan. You go to 503 00:41:50.800 --> 00:41:55.600 being McKinsey BC, like what BCG's boss and consulting. But like many professional firms look at 504 00:41:55.600 --> 00:42:01.280 every law firm, curts, curts and wild or whatever. Like they, it's not uncommon for a business to be 505 00:42:01.280 --> 00:42:06.320 named after its founder and have many people underneath of it. Okay. So like I wouldn't like 506 00:42:06.320 --> 00:42:11.440 tie, you know, Dyson, like there's just like so many brands are built off of the name of the founder 507 00:42:11.440 --> 00:42:14.160 and it doesn't necessarily mean that you have to work them. If anything all it does is just allows 508 00:42:14.160 --> 00:42:20.320 you to have premium on yours. Right. If you want to. So it's more like you can price here. And 509 00:42:20.320 --> 00:42:23.520 then if someone's like, well, I want to work with juice. Like, oh, I'm, I'm premium. I only have, 510 00:42:23.520 --> 00:42:28.800 I have a few private clients that I take on and the people who have super money will just pay 511 00:42:28.800 --> 00:42:32.720 whatever. And then you can just add a zero to your price tag and make that yours. Okay. That 512 00:42:32.720 --> 00:42:39.200 makes sense. Yeah. But yeah, I think if you go AC versus actually caps, I'm not. You don't feel 513 00:42:39.360 --> 00:42:42.960 either way. I'm okay, either way. I mean, AC people are probably not if it's actually caps, 514 00:42:42.960 --> 00:42:47.920 that's probably what it stands for. You probably have the same issue now with AC. Then you then you, 515 00:42:47.920 --> 00:42:51.440 like, I don't think the name change is going to change anything. Okay. Yeah. But I do think 516 00:42:52.000 --> 00:43:01.920 branding personally is good. I know. Okay.