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I am a big believer in having like almost the same size recruiting team as I do sales team.

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And so that was also one of the big ways that we were able to basically fill in exact

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teams and leader teams within these portfolio outcomes we bring them in.

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It's like there's only two winners.

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Either we can pull the winners out or we can put three more winners in and now we have

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a full company.

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Past control, eight million, pasting 12 million this year running really good margins.

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Yes sir.

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The biggest constraint we have now where we have a marketing agency we're paying

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about a hundred grand a year.

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Okay.

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You want to pull that out all that marketing in-house?

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But we don't want to lose performers.

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What would you do if you were my shoes?

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Why?

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I just feel like there's a disconnect there somewhere.

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Were they performing?

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It seems to be doing all right, yeah.

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But why is that the most important thing?

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I just feel like we can get a better LTV like in this like I just don't know if we're

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getting a lot of quality leads.

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We want to just start marketing and not cancel them.

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You can do that too.

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Like we do a lot of online social media stuff now we have big YouTube channel, big TikTok.

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Yeah.

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I'll give this as a rule of thumb in general for me.

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I will typically never stop flows.

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I'll just add flows.

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It's like okay, we've got this marketing agency.

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It's like cool.

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We can hire two more marketing agencies and they can all market for me.

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I'll probably not make less money and then like we also want to build it in-house

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cool.

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We'll also build it in-house.

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More promotion almost never makes you less money provided.

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You have a product that has gross margin and makes sense.

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So yeah, I would not, I basically will never sacrifice the thing that puts food on the

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table.

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Even if it's not as efficient as I want, I'm not going to risk, I'm not going to risk

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the whole business just because I want to gain efficiency.

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So I'll add, so I would obviously just adding, not canceling.

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Now if the added thing then crushes it and it's like makes the other things superfluous,

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I still am like well, we're paying these guys a hundred and making a million or making

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500.

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If someone give me an investment that I put, you know, a hundred grand in and make 500

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back, I'd still probably say yes.

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So just more.

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Smart.

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Last.

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Pretty straight.

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Easy.

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I was an easy one.

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It's usually not like that.

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It's usually like, I've got this partner and they're not here, they don't, they don't

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support me.

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What's up with?

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Nate, I'm a deck builder in East Tennessee.

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Yeah, you've niche down.

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Dex, niche down.

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Made more money.

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Three mill.

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I'd like to get to the point where above 10, I think the biggest thing that's stopping us

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is really me.

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First of all, I was here a couple years ago and learned how to one call close from gentlemen

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and I over complicated that whole thing and now I can't train and sell it to the people

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that are working for me because they don't have what I have.

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So I've kind of come to the point where I think the pitch is the offer is a little too

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much and the one that kind of too much is in what is in like it's kind of slimy.

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It's called an ambassador program and basically the month that I'm building your deck rather

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than me spend a bunch of money on advertising, I'd rather partner with you and in exchange

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for a few things.

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So for instance, I spend quite a bit on an ad spend, I'd rather spend that in your deck,

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make your backyard look like my billboard and you be my radio ad, my spokesperson, an

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exchange for that Google review, that kind of thing.

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So I'll cut the bill down quite a bit and people seem to kind of think that that's a

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little pressure sale and then we don't really get anything from it.

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When I did it, it worked well.

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My guys are getting feedback that it's just not a good fit.

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Do you have any recordings?

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Um, vague no.

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Yeah, that's what I mean.

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I guarantee if you heard them say you'd be like, God, dude, no, you're just like that's

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it.

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There's no like, I think it's the, dude, they're sucking ass at it.

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That's all it is.

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It's all it is.

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By the way, if anyone here doesn't record their sales calls, like listen to them for the

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first time and you will want to kill yourself, um, so no, I don't think like if you had the

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offer that already worked really well, they're just phrasing it wrong or they're presenting

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it wrong.

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So I think you just need to get, you need to get sales recording.

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So it's like, how do I do that?

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It's like you can have them put their phone in their pocket because you sell in person,

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right?

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Yeah, it's at their house.

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Oh, yeah.

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Yeah, so you can just record it and then based on laws of that area, you can let them

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know they're being recorded.

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That's what you should do.

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Okay.

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Disclaimer.

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I got you.

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Just want to be clear.

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Sounds good.

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Thank you.

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But you'll be able to get that feedback.

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I guarantee you as soon as you listen to, you'll hear in two seconds.

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Like rather like, actually, this is a really good one.

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So many times we want to change our entire business because of something that's like, oh

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my guess, like I have, I just haven't heard the sales calls.

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So like record the sales calls, listen to the sales calls, see what the problem is and

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like not change my offer, my pricing, my marketing, like all of that because we just

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said avoid like, okay, I don't have any visibility.

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So if we're actually looking at which one this one is, there's a data one.

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The data was that you didn't have the calls.

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Man, these were, these are, these are light.

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These are light.

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There's normally not like this.

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I know.

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What's up?

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Thomas, I buy equity from business owners.

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Buy equity from business owners.

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Yeah, I run a private equity firm.

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Okay.

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Cool.

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So we're doing about 25 million dollars across the group.

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We want to get to, you know, over a billion EV.

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Do you have LP's or is it you?

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It's family office money, yeah.

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Okay.

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So should you?

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Yeah.

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Yeah.

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So we can scale through the institutions of our family office.

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LP's we need to, but.

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So you don't syndicate anything is for stall.

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We do deal by deal.

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We'll go to family officer institutions that we need it.

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Got it.

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Got it.

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Got it.

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And what's stopping me really is this scaled like institutional quality capability, a bit

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like you guys have to hear.

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So like I can go into a portfolio of companies, do a roll-up, scale it, take it public.

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Oh, it's that too.

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But what we want to do is obviously build out capabilities so that we have lots of

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assassins going out and doing it.

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So how did you do it?

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A lot of money and a lot of time.

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Yeah.

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I mean, to be like, so the like phase by phase, if you go from where you go start to through

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the phases of now, getting to more of an institutional scale.

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So I would say that do you feel like you can't generate alpha in bigger companies?

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No, no, we've done, I've done big where we've done like a few hundred million companies

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to sit in.

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I think that, I think, I mean, you're, you're rather than reinventing the wheel.

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I think you're running into the issue that everyone runs into, which is like, we did just

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for, I mean, for your sake, like we did 24 deals in 24 months from, I say, 2021 to 2020,

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end of 23 somewhere in there.

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And so during that process, we quickly were like, wow, this is taking up a lot of bandwidth.

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And a lot of these are just not worth it.

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And so the, you know, the star performers in the portfolio, so much outperformed everyone

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else that I actually just gave people their equity back.

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I was like, you can keep the money and the equity.

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I just would rather not talk to you.

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Some people took it well.

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I mean, we've done the same thing too.

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Right.

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It's just like, this is just not worth the time.

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Right.

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And so I think the, the, the point that I'm making here is that almost every part of

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an interview firm just ends up raising more and more money and doing the same number of

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deals that they have been with for and just doing fewer bigger deals.

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And so it's like, that's why I asked, like, do you feel like you can still generate alpha

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with the bigger deals?

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If so, awesome.

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And I brought that up just because if you look at constellation, you familiar with them?

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Yeah.

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Yeah.

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It's like they're, they know their alpha is just going after, you know, $3 million deals

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and doing 600 deals a year and that's there.

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That's their whole thesis.

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So they have to build a whole model around that.

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But if you're like, I can go bigger than it's like, maybe you do keep the few assassins

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and you slowly acquire people through the process.

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And one of the, one of the interesting tricks is like, sometimes you, you know, you, you

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look at a company that's company sucks, but there's like a really fucking good marketer

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in there or there's a really good sales leader or whatever.

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And it's like, hey, maybe you should, we just pull you into hold co and then we can

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get so much more return on this person's skill set across the whole portfolio than Justin

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in this one small deal.

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And so in a lot of ways, it's like, there's usually, especially in the small businesses,

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only like one or two people who are good.

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And then it's just like finding who those key drivers are and then just the rest of it.

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It's like almost more valuable to just pull out the diamonds, forget the business and then

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put it into a better business vehicle.

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So to answer the question of like, how do we do this?

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It's just like, we are always looking for talent.

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And I would say that as a company, like internally, we're in the talent business.

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Like we're like, we're in the talent business, 100%.

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And so I am always hiring and always willing to overpay.

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So we pay 90th percentile, which is pretty high for all of our roles, because I just want

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the best.

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And we get so much more alpha return by being willing to pay significantly above market.

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It's like for everybody out strongly encourage you.

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Let's say market for a sales director is 200,000 dollars a year.

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If you have a sales director that you think is an absolute savage and they want 400,000

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dollars a year, you will make $4 million a year extra by getting the savage.

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And so thank you.

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That's a little like amen.

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So I think from a, from a, you have your core team, you have these deals.

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I would start basically divesting time into the deals that are small.

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And now I'd see if I can pick off people from those portfolio companies, pull them into

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the hold co.

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That's going to start bolstering of hold co that might help you identify better opportunities

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that are bigger.

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If I can race more capital, then I'll still do that.

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And then ongoing, I don't know who you have that you were at holding company, but having

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a director of talent whose experience with executive recruiting.

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So like the core function that we ran as basically almost our primary value driver in the very

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beginning of acquisition.com was recruiting, which is very good at it.

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And so by the way, that's how you scale stuff.

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And so we had to get really good talent in.

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So I, I'm a big believer in having like almost the same size recruiting team as I do sales

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team.

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And so that was also one of the big ways that we were able to basically fill in exact teams

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and leader teams within these portfolio comes to bring them in.

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It's like there's only two winners either we can pull the winners out or we can put three

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more winners in.

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And now we have a full company that I'll, yeah, cool, it's like go bigger and get better

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talent.

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Yeah.

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Cool.

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Just only the unsurprising, very painful reality.

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Thank you Alex.

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Solar sales driving around.

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Yeah.

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Just did in 10 months, you did 500,000.

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Yep.

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All right.

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And we need to get more sales people in the business.

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And the biggest lever would be selling remotely.

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But we're not ready for that yet because we need to get more cash flow.

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So let's just do more, we're currently doing, which means we'd have to put in a Saturday

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shoot.

246
00:10:41.600 --> 00:10:42.600
Yeah.

247
00:10:42.600 --> 00:10:45.000
Yeah, my name is Anthony.

248
00:10:45.000 --> 00:10:50.880
We sell solar to homeowners, but yeah, about 500,000 in revenue.

249
00:10:50.880 --> 00:10:53.320
But we're operating around 78% profit.

250
00:10:53.320 --> 00:10:55.600
So, you know, do pretty well.

251
00:10:55.600 --> 00:10:58.560
We'd like to be at three million.

252
00:10:58.560 --> 00:11:06.160
And I think the biggest things that's stopping us is BDR our BDR teams performance and retention.

253
00:11:06.160 --> 00:11:07.400
Yeah.

254
00:11:07.400 --> 00:11:09.600
What's compensation for the BDR STRs?

255
00:11:09.600 --> 00:11:10.600
Yeah.

256
00:11:10.600 --> 00:11:13.760
So we do a super small base, 500 bucks every two weeks.

257
00:11:13.760 --> 00:11:15.960
So I think we need to change that.

258
00:11:15.960 --> 00:11:18.120
But we do the still uncapped commission.

259
00:11:18.120 --> 00:11:23.240
So our industry is usually door knockers, which has just commission only.

260
00:11:23.240 --> 00:11:24.240
Yeah.

261
00:11:24.240 --> 00:11:27.240
So we thought we were being competitive with the 500 every two weeks.

262
00:11:27.240 --> 00:11:28.240
Yeah.

263
00:11:28.240 --> 00:11:29.240
Are those guys door knocking?

264
00:11:29.240 --> 00:11:33.240
No, these guys are virtual all over the world going, we've tried different people from

265
00:11:33.240 --> 00:11:34.240
different places.

266
00:11:34.240 --> 00:11:36.960
I think US base is going to be the best, which is a higher base.

267
00:11:36.960 --> 00:11:39.000
Just not really sure how to structure it.

268
00:11:39.000 --> 00:11:42.480
One thing you can do is do like a try before you buy type situation, which is like we're

269
00:11:42.480 --> 00:11:44.640
going to make you a contractor for 30 days.

270
00:11:44.640 --> 00:11:50.160
And then if you pass the, you know, pass the KPIs, then we'll roll you in.

271
00:11:50.160 --> 00:11:53.800
That way it's way less of like, hey, higher and fire, higher and fire.

272
00:11:53.800 --> 00:11:57.160
But then that way it's like an after 30 days will walk in your base.

273
00:11:57.160 --> 00:12:01.680
So letting them like work for 30 days for kind of like a slightly adjusted lower base

274
00:12:01.680 --> 00:12:02.960
just to try it out.

275
00:12:02.960 --> 00:12:03.960
Yeah.

276
00:12:03.960 --> 00:12:04.960
Okay.

277
00:12:04.960 --> 00:12:06.960
Or you can just pay full and just say you have 30 days to prove it.

278
00:12:06.960 --> 00:12:07.960
Okay.

279
00:12:07.960 --> 00:12:09.560
I mean, so we have to think about like, what are you going to lose money on?

280
00:12:09.560 --> 00:12:12.440
You're going to lose money on something like typically they're super padded.

281
00:12:12.440 --> 00:12:13.440
On the upside.

282
00:12:13.440 --> 00:12:18.400
So the base of if you pay somebody like $40,000 a year in terms of what you'd actually

283
00:12:18.400 --> 00:12:22.000
pay them, called 50 for a simple math, so it's a thousand bucks a week.

284
00:12:22.000 --> 00:12:25.880
If you pay someone for two weeks and you don't think they're good, you lost two grand.

285
00:12:25.880 --> 00:12:30.720
Like you're running 75, 80 percent, you know, net margins, maybe you give up some margins

286
00:12:30.720 --> 00:12:33.680
so that you can scale and just get better people in.

287
00:12:33.680 --> 00:12:40.280
Again, like the star BDRs are going to probably want some base when they come in because

288
00:12:40.280 --> 00:12:42.440
they're going to be like, well, I've got to build pipeline.

289
00:12:42.440 --> 00:12:46.160
And so it's like how reasonable is it for them to just immediately, I don't know, but

290
00:12:46.160 --> 00:12:49.840
like typically pipeline starts to build up usually within, you know, especially for a transactional

291
00:12:49.840 --> 00:12:51.640
cell like yours in 14 to 30 days anyways.

292
00:12:51.640 --> 00:12:52.640
Yeah.

293
00:12:52.640 --> 00:12:56.000
Would you say the comp plan is the biggest lever for this?

294
00:12:56.000 --> 00:12:57.000
Yeah.

295
00:12:57.000 --> 00:13:00.600
I mean, you're doing remote SDRs, they're like, you're like, we're being competitive.

296
00:13:00.600 --> 00:13:05.680
It's like, but you're not the remote SDRs that are potentially working for you are comparing

297
00:13:05.680 --> 00:13:09.520
your opportunity, not to other solar opportunities, but to all other opportunities.

298
00:13:09.520 --> 00:13:13.360
And so getting $500 every two weeks is like, yeah, 100 percent.

299
00:13:13.360 --> 00:13:15.400
You know, talk about that.

300
00:13:15.400 --> 00:13:16.400
Thanks.

301
00:13:16.400 --> 00:13:17.400
So fix the comp plan.

302
00:13:17.400 --> 00:13:19.000
I would probably try to fix the comp first.

303
00:13:19.000 --> 00:13:22.560
So I think for you, it's like fix the comp that gets the better SDRs in, SDRs increase

304
00:13:22.560 --> 00:13:26.120
sales, increase sales, increase cash flow, increase cash flow, then we can start investing

305
00:13:26.120 --> 00:13:30.680
the extra time into getting the virtual sales so that you can go from doing, you know, four

306
00:13:30.680 --> 00:13:33.560
or five of consults a day to 20 plus.

307
00:13:33.560 --> 00:13:35.960
And then you can start duplicating that sales process to somebody else.

308
00:13:35.960 --> 00:13:39.240
Like that gets us the, like, let's just do that first time.

309
00:13:39.240 --> 00:13:40.240
All right.

310
00:13:40.240 --> 00:13:41.240
Thank you.

311
00:13:41.240 --> 00:13:42.240
Yeah, you bet.

312
00:13:42.240 --> 00:13:43.240
Appreciate it.

313
00:13:43.240 --> 00:13:44.240
My name is Sam Coleman.

314
00:13:44.240 --> 00:13:46.040
I sell luxury real estate here in Vegas.

315
00:13:46.040 --> 00:13:47.040
Oh, sweet.

316
00:13:47.040 --> 00:13:48.040
Revenue.

317
00:13:48.040 --> 00:13:51.760
Last year I did a million three this year, I'm going to try to do a million five.

318
00:13:51.760 --> 00:13:52.760
Amazing.

319
00:13:52.760 --> 00:13:57.360
I would like to get to ideally in my world, about 10 million where what's stopping me

320
00:13:57.360 --> 00:14:03.360
is focus, apparently.

321
00:14:03.360 --> 00:14:10.280
The ascension plan for most successful people in real estate is by rentals, whatever.

322
00:14:10.280 --> 00:14:17.120
So right now, I started the fund, a lot of my clients who have cash have just given

323
00:14:17.120 --> 00:14:19.160
me cash because they believe in it.

324
00:14:19.160 --> 00:14:21.680
And I want to be a developer as my end game.

325
00:14:21.680 --> 00:14:28.800
So my question is, you know, and I also started doing paid ads, I know that I started

326
00:14:28.800 --> 00:14:35.280
doing paid ads for more, what do you think I'm going to say?

327
00:14:35.280 --> 00:14:39.480
I started to update ads on my real estate business and then I started paid ads for

328
00:14:39.480 --> 00:14:40.480
as an agency.

329
00:14:40.480 --> 00:14:41.480
Of course.

330
00:14:41.480 --> 00:14:42.480
Of course.

331
00:14:42.480 --> 00:14:43.480
Why wouldn't you?

332
00:14:43.480 --> 00:14:44.480
Don't want to leave money on the table.

333
00:14:44.480 --> 00:14:45.480
Yeah.

334
00:14:45.480 --> 00:14:46.480
All right.

335
00:14:46.480 --> 00:14:49.360
Do you want to, we should draw out this orchard, shall we?

336
00:14:49.360 --> 00:14:53.200
So we've got, hold on, we've got, this will be fun.

337
00:14:53.200 --> 00:14:56.880
So we've got, we've got the, your, your realtor, right?

338
00:14:56.880 --> 00:15:01.760
So we've got this business and then we've got agency, right?

339
00:15:01.760 --> 00:15:02.760
Yeah.

340
00:15:02.760 --> 00:15:03.760
Over here.

341
00:15:03.760 --> 00:15:06.880
And then we've got fund over here.

342
00:15:06.880 --> 00:15:10.720
And then your goal is to be a developer over here.

343
00:15:10.720 --> 00:15:11.720
Yeah.

344
00:15:11.720 --> 00:15:12.720
Okay.

345
00:15:12.720 --> 00:15:13.720
Cool.

346
00:15:13.720 --> 00:15:15.720
They're all in real estate.

347
00:15:15.720 --> 00:15:16.720
Right.

348
00:15:16.720 --> 00:15:17.720
Yeah.

349
00:15:17.720 --> 00:15:18.720
Yeah.

350
00:15:18.720 --> 00:15:23.400
All of my businesses are businesses and that like same, same.

351
00:15:23.400 --> 00:15:24.400
I hear you.

352
00:15:24.400 --> 00:15:25.400
Should I make myself feel better?

353
00:15:25.400 --> 00:15:26.400
Yeah.

354
00:15:26.400 --> 00:15:28.520
As long as you feel better.

355
00:15:28.520 --> 00:15:30.840
And like, let's play, hold on, I'm going to play a fun game.

356
00:15:30.840 --> 00:15:36.360
And you have one person on your team who's kind of like your right hand, you underpair,

357
00:15:36.360 --> 00:15:38.560
but you're going to pay a little bit more because she's great.

358
00:15:38.560 --> 00:15:41.040
And then you have like two other people who are irrelevant.

359
00:15:41.040 --> 00:15:43.080
And you do most of this yourself.

360
00:15:43.080 --> 00:15:46.360
I got rid of the other two, but you're right.

361
00:15:46.360 --> 00:15:48.240
So just you and your right hand.

362
00:15:48.240 --> 00:15:53.240
And I have two showing agents that show all of my listings and admin staff.

363
00:15:53.240 --> 00:15:54.240
Okay.

364
00:15:54.240 --> 00:15:55.240
I got rid of the two that were irrelevant.

365
00:15:55.240 --> 00:15:56.240
I got rid of those two.

366
00:15:56.240 --> 00:15:57.240
Okay.

367
00:15:57.240 --> 00:15:58.240
Okay.

368
00:15:58.240 --> 00:15:59.240
But I was trying to replace myself.

369
00:15:59.240 --> 00:16:00.760
So I can like go do the other things.

370
00:16:00.760 --> 00:16:01.760
Yeah.

371
00:16:01.760 --> 00:16:02.760
And then I was losing clients.

372
00:16:02.760 --> 00:16:03.760
Yeah.

373
00:16:03.760 --> 00:16:06.280
With low school labor, you're like, yeah, what I do so easy, I can train somebody who gets

374
00:16:06.280 --> 00:16:10.640
paid nothing to do it to these luxury people who would be like, why would I go for this

375
00:16:10.640 --> 00:16:11.640
person?

376
00:16:11.640 --> 00:16:14.440
I'm 50% of a lot is a lot.

377
00:16:14.440 --> 00:16:16.240
50% of zero is zero.

378
00:16:16.240 --> 00:16:18.240
Correct.

379
00:16:18.240 --> 00:16:23.160
So you've got one business per person.

380
00:16:23.160 --> 00:16:25.320
It works for you right now, roughly.

381
00:16:25.320 --> 00:16:26.400
So what do you want to do, man?

382
00:16:26.400 --> 00:16:28.440
Like this makes you money, right?

383
00:16:28.440 --> 00:16:32.640
And this, you know, is a distraction, obviously, but, you know, you have to figure that out.

384
00:16:32.640 --> 00:16:35.240
But what do you want to do?

385
00:16:35.240 --> 00:16:37.000
My endgame is to be a developer.

386
00:16:37.000 --> 00:16:38.000
Okay.

387
00:16:38.000 --> 00:16:39.000
What stops you?

388
00:16:39.000 --> 00:16:40.000
Yeah.

389
00:16:40.000 --> 00:16:41.000
Okay.

390
00:16:41.000 --> 00:16:45.480
The challenge that I'm having now is the focus that is required to get into development

391
00:16:45.480 --> 00:16:50.480
and all the systems and processes and people and we're going to actually raise money.

392
00:16:50.480 --> 00:16:55.880
It would take me away from my every day that actually makes me money and to go raise

393
00:16:55.880 --> 00:16:59.760
capital and smooth and do all the stuff is what I do now for my current business.

394
00:16:59.760 --> 00:17:04.320
So I thought originally that like, oh, I can just do both.

395
00:17:04.320 --> 00:17:05.760
But I'm not able to do both.

396
00:17:05.760 --> 00:17:07.920
So you want to do fund into development, right?

397
00:17:07.920 --> 00:17:08.920
That's what we want to do.

398
00:17:08.920 --> 00:17:09.920
Correct.

399
00:17:09.920 --> 00:17:11.400
You might have a lifestyle issue.

400
00:17:11.400 --> 00:17:14.880
Like you make a million plus a year, right?

401
00:17:14.880 --> 00:17:18.800
So like you could stop doing that and then hit your base up and say, this is what I'm

402
00:17:18.800 --> 00:17:20.040
doing now.

403
00:17:20.040 --> 00:17:21.040
Give me money.

404
00:17:21.040 --> 00:17:22.640
I'm going to go develop properties now.

405
00:17:22.640 --> 00:17:23.640
Yep.

406
00:17:23.640 --> 00:17:25.440
So you could just do that.

407
00:17:25.440 --> 00:17:27.440
So why don't you do that?

408
00:17:27.440 --> 00:17:28.680
Golden handcuffs, I guess.

409
00:17:28.680 --> 00:17:29.680
Lifestyle.

410
00:17:29.680 --> 00:17:30.680
Yeah.

411
00:17:30.680 --> 00:17:31.680
Yeah.

412
00:17:31.680 --> 00:17:32.680
So I mean, it's just how bad do you want it?

413
00:17:32.680 --> 00:17:35.560
Do you want it enough that you would live in a different neighborhood, drive a different

414
00:17:35.560 --> 00:17:36.560
car?

415
00:17:36.560 --> 00:17:37.560
Sure.

416
00:17:37.560 --> 00:17:38.560
Okay.

417
00:17:38.560 --> 00:17:39.560
Well, then do that.

418
00:17:39.560 --> 00:17:40.560
I don't have any pain.

419
00:17:40.560 --> 00:17:41.560
I don't have any pain.

420
00:17:41.560 --> 00:17:42.560
Yeah.

421
00:17:42.560 --> 00:17:47.760
I mean, like, it's a light, it's a light like you, you, you, you're like basically, if I

422
00:17:47.760 --> 00:17:51.840
stop being a realtor, I'm gonna stop making money being a realtor, it's like, yeah, yeah.

423
00:17:51.840 --> 00:17:54.960
But you'll do the other thing that makes you more money long term.

424
00:17:54.960 --> 00:17:55.960
Yeah.

425
00:17:55.960 --> 00:17:57.920
So then you have to give up short term for long term, correct?

426
00:17:57.920 --> 00:18:01.560
And so we have to give up short term for long term.

427
00:18:01.560 --> 00:18:03.680
I'm married.

428
00:18:03.680 --> 00:18:05.000
She's got to go.

429
00:18:05.000 --> 00:18:06.000
I get it.

430
00:18:06.000 --> 00:18:07.000
I get it.

431
00:18:07.000 --> 00:18:11.200
Also, best response of the day, which is why it was awesome.

432
00:18:11.200 --> 00:18:12.200
Yeah.

433
00:18:12.200 --> 00:18:16.880
Um, honestly, it's a conversation.

434
00:18:16.880 --> 00:18:17.880
It's like, sweetie.

435
00:18:17.880 --> 00:18:19.480
I know you love all this stuff.

436
00:18:19.480 --> 00:18:26.840
What if we had 10 times more stuff in like five years?

437
00:18:26.840 --> 00:18:27.840
I can take your eye number.

438
00:18:27.840 --> 00:18:28.840
Yeah.

439
00:18:28.840 --> 00:18:30.720
No, but that, that's it.

440
00:18:30.720 --> 00:18:31.720
That's the rock and hard place.

441
00:18:31.720 --> 00:18:34.760
I gotta give up this to get that real quick, guys.

442
00:18:34.760 --> 00:18:40.800
I have a special, special gift for you for being loyal listeners of the podcast.

443
00:18:40.800 --> 00:18:46.320
Lail and I spent probably an entire quarter putting together our scaling roadmap.

444
00:18:46.320 --> 00:18:51.880
It's breaking scaling into 10 stages and across all eight functions of the business.

445
00:18:51.880 --> 00:18:52.880
You've got marketing.

446
00:18:52.880 --> 00:18:53.880
You've got sales.

447
00:18:53.880 --> 00:18:54.880
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448
00:18:54.880 --> 00:18:55.880
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449
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450
00:18:56.880 --> 00:18:57.880
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451
00:18:57.880 --> 00:18:58.880
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452
00:18:58.880 --> 00:18:59.880
You've got finance.

453
00:18:59.880 --> 00:19:01.880
And we show the problems that emerged at every level of scale and how to graduate to the

454
00:19:01.880 --> 00:19:02.880
next level.

455
00:19:02.880 --> 00:19:03.880
It's all free.

456
00:19:03.880 --> 00:19:05.720
And you can get it personalized to you.

457
00:19:05.720 --> 00:19:08.600
So it's about 30-ish pages for each of the stages.

458
00:19:08.600 --> 00:19:12.480
Once you answer the questions, it will tell you exactly where you're at and what you need

459
00:19:12.480 --> 00:19:13.480
to do to grow.

460
00:19:13.480 --> 00:19:17.680
It's about 14 hours of stuff, but it's narrowed down so that you only have to wash the

461
00:19:17.680 --> 00:19:20.600
part that's relevant to you, which will probably be about 90 minutes.

462
00:19:20.600 --> 00:19:24.880
And so if that's at all interesting, you can go to acquisition.com forward slash roadmap.

463
00:19:24.880 --> 00:19:25.880
ROAD map.

464
00:19:25.880 --> 00:19:29.120
Road map.

465
00:19:29.120 --> 00:19:30.120
These are fun.

466
00:19:30.120 --> 00:19:31.520
These are good ones.

467
00:19:31.520 --> 00:19:32.520
Hello.

468
00:19:32.520 --> 00:19:33.520
Yes, ma'am.

469
00:19:33.520 --> 00:19:35.320
My name is Laura Roder.

470
00:19:35.320 --> 00:19:41.960
I sell industry vertical software to coaches like executive coaches, life coaches.

471
00:19:41.960 --> 00:19:42.960
You sell software to coaches?

472
00:19:42.960 --> 00:19:43.960
Yeah.

473
00:19:43.960 --> 00:19:48.120
So it's an industry vertical, run your business tool, payments, scheduling, clients.

474
00:19:48.120 --> 00:19:49.120
Heroes.

475
00:19:49.120 --> 00:19:50.120
Yeah.

476
00:19:50.120 --> 00:19:51.120
Yeah.

477
00:19:51.120 --> 00:19:52.640
And we make a website for them also as part of it.

478
00:19:52.640 --> 00:19:57.760
So a theme that came up a lot this morning was how to scale low ticket sass because it

479
00:19:57.760 --> 00:19:59.240
has been a struggle.

480
00:19:59.240 --> 00:20:02.840
And I thought you might have some relevant experience with school.

481
00:20:02.840 --> 00:20:06.040
So our price point is about $50 a month.

482
00:20:06.040 --> 00:20:10.720
We don't have anything higher or lower at this point.

483
00:20:10.720 --> 00:20:14.560
Our ad payback period is 12 months, which is impossible.

484
00:20:14.560 --> 00:20:15.560
Right.

485
00:20:15.560 --> 00:20:17.560
Impossible and terrible.

486
00:20:17.560 --> 00:20:21.040
What has worked for scaling school?

487
00:20:21.040 --> 00:20:24.320
It's your, so what's your viral coefficient?

488
00:20:24.320 --> 00:20:27.720
I mean, coaches, you know, no other coaches, higher other coaches.

489
00:20:27.720 --> 00:20:34.480
So how many, how many, how many customers come to you every day and sign up for $0?

490
00:20:34.480 --> 00:20:41.920
For $0, we have about like 2,000 free trials a month, about like 6,000 leads a month.

491
00:20:41.920 --> 00:20:42.920
With no marketing.

492
00:20:42.920 --> 00:20:43.920
No, no.

493
00:20:43.920 --> 00:20:44.920
We do lots of marketing.

494
00:20:44.920 --> 00:20:45.920
Okay.

495
00:20:45.920 --> 00:20:48.760
So if you did no marketing, how many customers would sign up?

496
00:20:48.760 --> 00:20:49.760
About half.

497
00:20:49.760 --> 00:20:50.760
Okay.

498
00:20:50.760 --> 00:20:51.760
Yeah.

499
00:20:51.760 --> 00:20:54.640
So then your payback period on those is immediate.

500
00:20:54.640 --> 00:21:00.400
So basically, if you want to scale a low ticket software, it's all about viability.

501
00:21:00.400 --> 00:21:03.040
It has to be able to compound on its own based on word about, based on quality of the

502
00:21:03.040 --> 00:21:06.480
products and based on, you know, the growth factors that you'll put into the actual software

503
00:21:06.480 --> 00:21:07.800
customer experience.

504
00:21:07.800 --> 00:21:10.800
So like school obviously has ones like you start a school community, then you invite

505
00:21:10.800 --> 00:21:13.880
200 people and then of those 200 people, a couple of those people start school communities

506
00:21:13.880 --> 00:21:17.920
and they've turned by 200 people and they kind of continue on words.

507
00:21:17.920 --> 00:21:20.720
And so that is what you have to solve for.

508
00:21:20.720 --> 00:21:21.880
So yeah, how do you do that?

509
00:21:21.880 --> 00:21:23.520
It's like we're doing that very slowly.

510
00:21:23.520 --> 00:21:24.520
How do you do that?

511
00:21:24.520 --> 00:21:26.120
How do you make that happen faster?

512
00:21:26.120 --> 00:21:27.440
It's a data question.

513
00:21:27.440 --> 00:21:28.440
Okay.

514
00:21:28.440 --> 00:21:31.920
So basically what you do is you look at something called M12 retention.

515
00:21:32.640 --> 00:21:34.360
So M12, right?

516
00:21:34.360 --> 00:21:38.560
So you're like, okay, let's look at all of the people who have stayed for 12 months.

517
00:21:38.560 --> 00:21:41.560
Now let's reverse that to the present.

518
00:21:41.560 --> 00:21:43.520
What did these people do?

519
00:21:43.520 --> 00:21:44.520
Actions?

520
00:21:44.520 --> 00:21:46.240
And then what do they look like?

521
00:21:46.240 --> 00:21:51.320
Demographics that increase the likelihood that that M12 retention occurs.

522
00:21:51.320 --> 00:21:58.320
And so when you do this correctly, you'll say, okay, if someone gets their site live,

523
00:21:58.320 --> 00:22:01.480
that 4X is the likelihood they make it to M12.

524
00:22:01.480 --> 00:22:07.200
If they add a custom URL to their site, it 8X is the likelihood they get to M12.

525
00:22:07.200 --> 00:22:12.040
So you'll basically rank order all of the things as they correlate to M12 retention.

526
00:22:12.040 --> 00:22:18.000
And then you'll say, cool, how do I build this into the front end onboarding flow so

527
00:22:18.000 --> 00:22:20.600
that I increase the likelihood that these things occur?

528
00:22:20.600 --> 00:22:23.360
And then it's like, okay, how do I decrease friction for each of these steps?

529
00:22:23.360 --> 00:22:26.480
And so this data problem first and then it becomes an engineering issue for how you do

530
00:22:26.480 --> 00:22:27.480
onboarding.

531
00:22:27.480 --> 00:22:31.200
Once you do that, then basically the people who are coming in, then it's like, great.

532
00:22:31.200 --> 00:22:34.680
Now that we're not we're losing people, now we can look at the, basically, virality

533
00:22:34.680 --> 00:22:38.440
of it, which is how can we encourage people to, you know, bring more friends.

534
00:22:38.440 --> 00:22:45.760
So like for face, like growth in SaaS or looks like this, 100 people sign up, that's what

535
00:22:45.760 --> 00:22:46.760
growth looks like.

536
00:22:46.760 --> 00:22:48.760
You're like, how does that look like growth?

537
00:22:48.760 --> 00:22:51.880
These 50 people never leave.

538
00:22:51.880 --> 00:22:54.280
And then you just can't stop growing.

539
00:22:54.280 --> 00:22:57.080
That's how that's how it actually looks for growth.

540
00:22:57.080 --> 00:22:58.400
So would you reallocate?

541
00:22:58.400 --> 00:23:03.000
So now we're spending 30K a month on, you know, our super long payback period ads.

542
00:23:03.000 --> 00:23:06.080
Would you reallocate that to onboarding engineering?

543
00:23:06.080 --> 00:23:07.880
I actually don't think this is a money thing.

544
00:23:07.880 --> 00:23:08.880
Okay.

545
00:23:08.880 --> 00:23:13.440
This is a, I have to do the math and have a good data engineer who can basically plot

546
00:23:13.440 --> 00:23:17.440
out looking at all customers and it's software, so you should be able to see what actions

547
00:23:17.440 --> 00:23:18.440
they're taking within the software.

548
00:23:18.440 --> 00:23:21.640
If you don't have that, then you have to get that tracking in place so that you can basically

549
00:23:21.640 --> 00:23:25.240
make the correlations based on the actions they've taken on the way in to M12.

550
00:23:25.240 --> 00:23:27.240
And if you're like, man, this sounds complex.

551
00:23:27.240 --> 00:23:29.880
Like there's a reason that billion dollar companies don't get shit out of the sky.

552
00:23:29.880 --> 00:23:30.880
Yeah.

553
00:23:30.880 --> 00:23:31.880
It's hard.

554
00:23:31.880 --> 00:23:32.880
Yeah.

555
00:23:32.880 --> 00:23:33.880
But that's the reality of it.

556
00:23:33.880 --> 00:23:34.880
That's the real answer.

557
00:23:34.880 --> 00:23:35.880
And how do you think about it?

558
00:23:35.880 --> 00:23:38.560
So I imagine it would be similar with school.

559
00:23:38.560 --> 00:23:41.440
Most of our turn is just people being like, I didn't make any money coaching.

560
00:23:41.440 --> 00:23:43.120
I'm not coaching anymore.

561
00:23:43.120 --> 00:23:46.480
Should I think of that as a problem to be solved or something that's out of my control?

562
00:23:46.480 --> 00:23:47.720
Part of that's marketing.

563
00:23:47.720 --> 00:23:48.720
Okay.

564
00:23:48.720 --> 00:23:51.520
If you frame it as, if you use your, our software you're going to make money, you will

565
00:23:51.520 --> 00:23:54.880
get people who, if they don't make money, they will think that your software failed.

566
00:23:54.880 --> 00:23:57.880
If you say this is a thing that helps you build communities and you can build a community

567
00:23:57.880 --> 00:24:02.200
for free, then they were successful if they got 20 friends to do skateboarding in a home

568
00:24:02.200 --> 00:24:03.200
like community.

569
00:24:03.200 --> 00:24:04.200
Yeah.

570
00:24:04.200 --> 00:24:05.200
Yeah.

571
00:24:05.200 --> 00:24:06.200
Okay.

572
00:24:06.200 --> 00:24:07.200
Thank you.

573
00:24:07.200 --> 00:24:08.200
Yeah.

574
00:24:08.200 --> 00:24:09.200
Congrats on the business.

575
00:24:09.200 --> 00:24:10.200
My name is Jack.

576
00:24:10.200 --> 00:24:11.200
I sell TikTok shop agency services to e-commerce.

577
00:24:11.200 --> 00:24:13.200
We do two and a half million in revenue.

578
00:24:13.200 --> 00:24:21.200
I'd like to be at 12 and what's stopping me is a woman in the red dress who's with me today.

579
00:24:21.200 --> 00:24:22.200
Yeah.

580
00:24:22.280 --> 00:24:24.280
That's stunning.

581
00:24:24.280 --> 00:24:28.600
So I did the same time hedging my bets.

582
00:24:28.600 --> 00:24:35.800
I came out of a very sour partnership and both have grown really nicely since last year.

583
00:24:35.800 --> 00:24:39.280
I'm very good at growing the business like for kind of both sides.

584
00:24:39.280 --> 00:24:42.440
Fio is, it says supplements brand just for a bit of background.

585
00:24:42.440 --> 00:24:45.760
Supplements brand growing like crazy, on TikTok shop, obviously the agency kind of services

586
00:24:45.760 --> 00:24:49.000
the growth, which is great.

587
00:24:49.000 --> 00:24:53.000
And Fio is great with content and product and other dress.

588
00:24:53.000 --> 00:24:57.520
I can't do both because obviously now we've hit a point with the agency service where we're

589
00:24:57.520 --> 00:25:02.000
bringing on like a lower ticket and I also kind of want to and you're probably going

590
00:25:02.000 --> 00:25:07.480
to, I know what you're going to say, but on the higher ticket or like done for you service

591
00:25:07.480 --> 00:25:09.080
that you know are kind of main.

592
00:25:09.080 --> 00:25:10.080
Really?

593
00:25:10.080 --> 00:25:11.880
That's also for the agency.

594
00:25:11.880 --> 00:25:12.880
Econ brands that.

595
00:25:12.880 --> 00:25:13.880
Wood size.

596
00:25:13.960 --> 00:25:18.000
It's a tough one because like the top two brands we have are completely different avatars

597
00:25:18.000 --> 00:25:22.200
and hence is why a reason we also wanted to bring in a lower level service because like

598
00:25:22.200 --> 00:25:25.360
we don't know what they're going to be like till we get them the other side hence why

599
00:25:25.360 --> 00:25:29.200
we can kind of like incubate them for a lower level service and cherry pit covefully.

600
00:25:29.200 --> 00:25:32.560
Econ brands have a good appetite for risk and for money to the works.

601
00:25:32.560 --> 00:25:36.960
So the question is the question is I want to.

602
00:25:36.960 --> 00:25:39.680
So I know typically it's like one or the other.

603
00:25:39.680 --> 00:25:44.400
I kind of want to merge it because we can also invest in these brands that look good

604
00:25:44.400 --> 00:25:45.400
at the.

605
00:25:45.400 --> 00:25:46.400
They're business.

606
00:25:46.400 --> 00:25:47.400
They look good.

607
00:25:47.400 --> 00:25:51.000
We could solve our two business problem by adding another one and invest they are.

608
00:25:51.000 --> 00:25:52.000
Yeah.

609
00:25:52.000 --> 00:25:55.520
Well, that's that's the thing like we have opportunities daily coming to me like saying

610
00:25:55.520 --> 00:25:58.120
what we've got this brand jump in and I'm like we could smash it.

611
00:25:58.120 --> 00:26:02.200
I just need like that extra little department to clean up the brand and then it becomes

612
00:26:02.200 --> 00:26:04.160
a good client for the agency.

613
00:26:04.160 --> 00:26:05.160
Yeah.

614
00:26:05.160 --> 00:26:07.200
And then yeah, that's two bases making most money.

615
00:26:07.200 --> 00:26:10.880
One with a big brand so a whale and one with a brand we own which is also the next

616
00:26:10.880 --> 00:26:14.320
whale which is why it's like it's fucking 50 to 50 out of which way to go.

617
00:26:14.320 --> 00:26:17.880
I'll say this first off there's there's no right answer it's going to be what you want

618
00:26:17.880 --> 00:26:19.880
to do.

619
00:26:19.880 --> 00:26:23.120
Second thing though is that I like to I like to think about things from like what's the

620
00:26:23.120 --> 00:26:25.960
end state going to look like and then kind of reverse it into the present.

621
00:26:25.960 --> 00:26:29.760
And so the end state of your tick tock agency there's going to be two there's two issues

622
00:26:29.760 --> 00:26:34.240
with the existing model that will decrease likely that you have a very big agency.

623
00:26:34.240 --> 00:26:36.520
And number one is that you service small customers.

624
00:26:36.520 --> 00:26:37.920
Small customers are inherently bottle.

625
00:26:37.920 --> 00:26:40.680
Their volatility will relate back to your volatility as a business will make your business

626
00:26:40.680 --> 00:26:43.960
unsellable and not valuable and definitely not very fun to run.

627
00:26:43.960 --> 00:26:45.120
Problem number one.

628
00:26:45.120 --> 00:26:50.680
Problem number two is that tick tock shop for now is a hot arbitrage opportunity and will

629
00:26:50.680 --> 00:26:52.160
not be here forever.

630
00:26:52.160 --> 00:26:58.000
And so in three years the likely that it has the same returns is low.

631
00:26:58.000 --> 00:27:01.520
And so you basically have again an arbitrage opportunity that exists.

632
00:27:01.520 --> 00:27:03.160
There's two kind of big long term issues there.

633
00:27:03.160 --> 00:27:05.600
You're selling to the wrong people and you're selling to short term people a short

634
00:27:05.600 --> 00:27:06.600
term opportunity.

635
00:27:06.600 --> 00:27:09.520
So it doesn't bother long term business.

636
00:27:09.520 --> 00:27:14.320
What I do like is that you have this good infrastructure for marketing.

637
00:27:14.320 --> 00:27:18.400
I don't think the idea of the whole merging thing is as I think there's a tweak on it

638
00:27:18.400 --> 00:27:20.280
that would make it better.

639
00:27:20.280 --> 00:27:24.480
So if I were you I would take my existing very large infrastructure on the agency side

640
00:27:24.480 --> 00:27:27.720
cut all my clients and then take all that marketing horsepower and put it towards

641
00:27:27.720 --> 00:27:29.760
Theo and then owe a big ass brand.

642
00:27:29.760 --> 00:27:30.760
I see.

643
00:27:30.760 --> 00:27:31.760
What stops you from doing that?

644
00:27:31.760 --> 00:27:32.760
It's volatile.

645
00:27:32.760 --> 00:27:34.840
It's tick tock shop only that brand.

646
00:27:34.840 --> 00:27:35.840
We're slow and meta etcetera.

647
00:27:35.840 --> 00:27:36.840
We're getting there.

648
00:27:36.840 --> 00:27:37.840
We've got an agency on board.

649
00:27:37.840 --> 00:27:38.840
We're going for it.

650
00:27:38.840 --> 00:27:42.200
So that's the only reason I would say like, I'm not sure.

651
00:27:42.200 --> 00:27:43.200
Theo's father.

652
00:27:43.200 --> 00:27:44.200
No.

653
00:27:44.200 --> 00:27:45.200
No, no.

654
00:27:45.200 --> 00:27:46.200
He gives many vibes.

655
00:27:46.200 --> 00:27:47.200
It feels great.

656
00:27:47.200 --> 00:27:48.200
It's cool.

657
00:27:48.200 --> 00:27:49.200
Careful.

658
00:27:49.200 --> 00:27:50.200
No, no, no.

659
00:27:50.200 --> 00:27:51.200
I'm with those.

660
00:27:51.200 --> 00:27:52.200
No, no.

661
00:27:52.200 --> 00:27:53.200
It's good.

662
00:27:53.200 --> 00:27:54.840
And I love the agency side.

663
00:27:54.840 --> 00:27:55.840
And I think.

664
00:27:55.840 --> 00:27:56.840
OK.

665
00:27:56.840 --> 00:27:57.840
I love it.

666
00:27:57.840 --> 00:28:01.400
It's a huge opportunity in the info product model with it because it doesn't exist in

667
00:28:01.400 --> 00:28:02.400
the UK.

668
00:28:02.400 --> 00:28:05.280
And a lot of people would buy it.

669
00:28:05.280 --> 00:28:06.280
Well, yeah.

670
00:28:06.280 --> 00:28:07.280
But what do you want?

671
00:28:07.280 --> 00:28:08.280
What do you want to happen?

672
00:28:08.280 --> 00:28:09.280
So I would like that to go.

673
00:28:09.280 --> 00:28:10.280
I would like the info.

674
00:28:10.280 --> 00:28:11.760
You said you want to get to 12 million.

675
00:28:11.760 --> 00:28:12.760
Mm-hmm.

676
00:28:12.760 --> 00:28:13.760
Either those could get to 12 million.

677
00:28:13.760 --> 00:28:14.760
Mm-hmm.

678
00:28:14.760 --> 00:28:15.760
Caution business gets to 12 million.

679
00:28:15.760 --> 00:28:17.480
You can sell socks and get to 12 million.

680
00:28:17.480 --> 00:28:20.120
So what do you want to do?

681
00:28:20.120 --> 00:28:21.120
OK.

682
00:28:21.120 --> 00:28:23.120
I would prefer to be an agency owner.

683
00:28:23.120 --> 00:28:24.120
Yeah.

684
00:28:24.120 --> 00:28:29.680
What I would like to do is bring in a big hit of to make sure that the growth and stability

685
00:28:29.680 --> 00:28:30.680
of that side can go.

686
00:28:30.680 --> 00:28:33.120
So if you're able to keep marketing the fuck out of it, that would be great.

687
00:28:33.120 --> 00:28:34.120
Right.

688
00:28:34.120 --> 00:28:37.920
And then agency side, I would love the lower ticket, like 3K, learn it all, et cetera.

689
00:28:37.920 --> 00:28:41.040
And buy pieces of the agency model, whereas when you kind of need to, it's much more scalable

690
00:28:41.040 --> 00:28:42.040
for us.

691
00:28:42.040 --> 00:28:45.760
And rather than doing like everything, sell that to masses and then cherry pick, like

692
00:28:45.760 --> 00:28:48.960
the ideal clients out of that when we see them performing in an ideal world.

693
00:28:48.960 --> 00:28:50.960
Yeah, ideal world.

694
00:28:50.960 --> 00:28:54.480
Or great people fall out of the sky and immediately know what to do and just run everything

695
00:28:54.480 --> 00:28:56.320
for you for a fraction of the compensation.

696
00:28:56.320 --> 00:28:57.320
Oh.

697
00:28:57.320 --> 00:29:00.160
So you're 50-50 on this brand?

698
00:29:00.160 --> 00:29:01.160
Yeah.

699
00:29:01.160 --> 00:29:02.160
OK.

700
00:29:02.160 --> 00:29:04.600
You know, but it's so elegant if you're like, you know what I'm just going to go a little

701
00:29:04.600 --> 00:29:05.600
on this D.F. thing.

702
00:29:05.600 --> 00:29:06.600
It's so nice.

703
00:29:06.600 --> 00:29:12.160
But you're like, no, I want to be an agency owner.

704
00:29:12.160 --> 00:29:14.640
It's really just, it's limited by your ambition.

705
00:29:14.640 --> 00:29:18.360
So if you want to do 12 million dollars a year, literally any of those things will be 12

706
00:29:18.360 --> 00:29:21.160
million, which actually doesn't serve as a really good filter.

707
00:29:21.160 --> 00:29:25.120
If you were like, I want to build a hundred million dollar thing, then I would say it's

708
00:29:25.120 --> 00:29:29.360
going to either, well, I mean, you could, your existing agency model wouldn't get you

709
00:29:29.360 --> 00:29:30.360
there.

710
00:29:30.360 --> 00:29:32.680
You'd have to serve as higher end customers.

711
00:29:32.680 --> 00:29:39.240
You find like hex clad and, you know, whatever, you know, fly a, that's the yogurt brand.

712
00:29:39.240 --> 00:29:42.440
Whatever's naming consumer brands and you find big brands and then you probably wouldn't

713
00:29:42.440 --> 00:29:45.800
sell TikTok shop for yogurt, but you get the idea, right?

714
00:29:45.800 --> 00:29:48.320
You'd find those big brands and be like, OK, we're going to build this whole thing

715
00:29:48.320 --> 00:29:49.320
out for you.

716
00:29:49.320 --> 00:29:51.000
We'll do some sort of rev share on it.

717
00:29:51.000 --> 00:29:54.200
And I think rather than trying to invest in the brands, just do a revenue share.

718
00:29:54.200 --> 00:29:55.200
It'll be much easier.

719
00:29:55.200 --> 00:29:56.200
It'll be much cleaner.

720
00:29:56.200 --> 00:29:57.680
And most of these brands will never sell anyway.

721
00:29:57.680 --> 00:30:00.280
So you might as well just like get the cash because that's the only thing they're really

722
00:30:00.280 --> 00:30:01.280
going to produce.

723
00:30:01.280 --> 00:30:02.280
Makes sense.

724
00:30:02.280 --> 00:30:03.280
Yeah.

725
00:30:03.280 --> 00:30:04.280
That's the model now.

726
00:30:04.280 --> 00:30:08.280
So I'll make dumb for you service on the agency side is like we rev share and fix costs.

727
00:30:08.280 --> 00:30:10.280
But you sell to small businesses.

728
00:30:10.280 --> 00:30:11.280
Yeah.

729
00:30:11.280 --> 00:30:12.280
You sell to me bigger businesses.

730
00:30:12.280 --> 00:30:13.280
A mixture.

731
00:30:13.280 --> 00:30:16.720
Stop selling small businesses and you'll build a bigger business.

732
00:30:16.720 --> 00:30:20.800
So would it be reasonable to say like, OK, so main service that takes a lot of a manpower

733
00:30:20.800 --> 00:30:26.200
like big businesses, only price raise, high ticket, and then the info put up a lot of

734
00:30:26.200 --> 00:30:27.200
people might be interested in.

735
00:30:27.200 --> 00:30:28.200
You can just sell that.

736
00:30:28.200 --> 00:30:29.200
Yeah.

737
00:30:29.200 --> 00:30:30.200
Or you can just not sell it.

738
00:30:30.200 --> 00:30:35.000
Or you can just live your life and just service tie and customers and make more money.

739
00:30:35.000 --> 00:30:36.000
Cool.

740
00:30:36.000 --> 00:30:40.200
So last year was the first year that I noticed in my life that I didn't have FOMO.

741
00:30:40.200 --> 00:30:41.200
It was weird.

742
00:30:41.200 --> 00:30:43.880
It's been a lot of years that I've had FOMO where I see somebody doing something really

743
00:30:43.880 --> 00:30:44.880
cool.

744
00:30:44.960 --> 00:30:46.120
Man, I really want to do that.

745
00:30:46.120 --> 00:30:49.000
I should stop what I'm doing and I should do that.

746
00:30:49.000 --> 00:30:53.160
I don't know what happened where FOMO disappeared for me.

747
00:30:53.160 --> 00:30:59.720
But I can tell you that it is the worst is the worst drive as an entrepreneur.

748
00:30:59.720 --> 00:31:03.240
It's really fear is the driver's the first letter.

749
00:31:03.240 --> 00:31:05.600
And so it's this fear of missing out or like.

750
00:31:05.600 --> 00:31:10.520
And so there will always be more opportunities than you can possibly do.

751
00:31:10.520 --> 00:31:11.520
It's just the nature of life.

752
00:31:11.520 --> 00:31:17.160
And the more skills you are, the more amazing opportunities you have to say no to.

753
00:31:17.160 --> 00:31:21.400
In order to do one opportunity all the way, because if you just do one thing really well

754
00:31:21.400 --> 00:31:23.440
for the rest of your life, it'll get really big.

755
00:31:23.440 --> 00:31:26.280
But if you do two things for the rest of your life, you won't either do either of them

756
00:31:26.280 --> 00:31:27.880
really well and neither of them will get big.

757
00:31:27.880 --> 00:31:30.240
And so it's like you have to just learn to say no.

758
00:31:30.240 --> 00:31:33.440
And so you're like, but there's also this other, it's like, you know what, I also think

759
00:31:33.440 --> 00:31:36.440
in like all these small guys, they also need a little software and we could back and put

760
00:31:36.440 --> 00:31:37.440
this to you.

761
00:31:37.440 --> 00:31:38.440
It's like to stop.

762
00:31:38.440 --> 00:31:40.440
Like why not sell newspapers, right?

763
00:31:40.440 --> 00:31:41.440
They don't have some orange juice.

764
00:31:41.440 --> 00:31:42.440
They drink orange juice.

765
00:31:42.440 --> 00:31:43.440
I mean, you know, like what are we doing?

766
00:31:43.440 --> 00:31:44.440
Right?

767
00:31:44.440 --> 00:31:46.680
So like there's always something else you can sell, especially if you know how to sell

768
00:31:46.680 --> 00:31:47.680
and promote.

769
00:31:47.680 --> 00:31:50.240
But like you have to, like this is a discipline thing.

770
00:31:50.240 --> 00:31:52.520
Like you have to learn how to say no.

771
00:31:52.520 --> 00:31:54.720
And you have to think about what's the most valuable version of this business, the most

772
00:31:54.720 --> 00:31:57.680
valuable version of this business seem to be big brands, who you have big rev shares

773
00:31:57.680 --> 00:31:58.680
with.

774
00:31:58.680 --> 00:31:59.680
And they're, you're just their tech talk guy.

775
00:31:59.680 --> 00:32:00.680
They don't even think about it.

776
00:32:00.680 --> 00:32:01.680
You send them a check every month.

777
00:32:01.680 --> 00:32:02.680
They're happy.

778
00:32:02.680 --> 00:32:03.680
Those are the right customers.

779
00:32:03.680 --> 00:32:06.120
Everybody's like, hey, do you think you can make it big for me?

780
00:32:06.120 --> 00:32:07.120
Wrong avatar.

781
00:32:07.120 --> 00:32:08.120
Yeah.

782
00:32:08.120 --> 00:32:11.000
And you're going to be their savior, which also means that you're their villain.

783
00:32:11.000 --> 00:32:13.680
The moment it doesn't work, it makes sense, right?

784
00:32:13.680 --> 00:32:14.680
And there's volatility.

785
00:32:14.680 --> 00:32:16.320
And you have an arbitrage opportunity.

786
00:32:16.320 --> 00:32:18.720
Does not make it the very stable business.

787
00:32:18.720 --> 00:32:24.960
So go big, go big companies, make your rates appropriate, change the marketing, the brand

788
00:32:24.960 --> 00:32:26.840
like I'm saying, you wanted to have a big agency.

789
00:32:26.840 --> 00:32:27.880
That's what a big agency looks like.

790
00:32:27.880 --> 00:32:28.880
Yeah.

791
00:32:28.880 --> 00:32:29.880
If you're like, you know what?

792
00:32:29.880 --> 00:32:32.480
I have this skill set of knowing how to do these things.

793
00:32:32.480 --> 00:32:36.080
Then you can build a big brand and you'd be like, fuck the agency, I'm really good at

794
00:32:36.080 --> 00:32:37.080
this.

795
00:32:37.080 --> 00:32:38.080
Okay.

796
00:32:38.080 --> 00:32:42.400
But you, but like you can also ignore my advice entirely and make a few hundred thousand

797
00:32:42.400 --> 00:32:45.320
dollars a month and like, and feel cool.

798
00:32:45.320 --> 00:32:46.320
Makes sense.

799
00:32:46.320 --> 00:32:47.320
Appreciate it.

800
00:32:47.320 --> 00:32:48.320
It's been real.

801
00:32:48.320 --> 00:32:49.320
I hear it.

802
00:32:49.320 --> 00:32:50.320
Thank you.

803
00:32:50.320 --> 00:32:51.320
Appreciate it.

804
00:32:51.320 --> 00:32:52.320
They're more like that.

805
00:32:52.320 --> 00:32:53.320
That's usually how it is.

806
00:32:53.320 --> 00:32:56.720
Just, well, you know, like, just hard, it's hard decision.

807
00:32:56.720 --> 00:32:57.720
Yes, man.

808
00:32:57.720 --> 00:32:58.720
Hi, Alex.

809
00:32:58.720 --> 00:32:59.720
My name is Gry.

810
00:32:59.720 --> 00:33:00.720
I'm from Norway.

811
00:33:00.720 --> 00:33:08.440
I sell three different products to three different clients.

812
00:33:08.440 --> 00:33:11.960
And I've been telling myself, this isn't Pokemon, I don't have to get them all in or

813
00:33:11.960 --> 00:33:12.960
in.

814
00:33:12.960 --> 00:33:15.640
So my issue is focus.

815
00:33:15.640 --> 00:33:18.880
I am at the revenue at a million.

816
00:33:18.880 --> 00:33:21.160
You're overexpended, focus and avatar.

817
00:33:21.160 --> 00:33:22.160
Okay.

818
00:33:22.160 --> 00:33:23.160
Exactly.

819
00:33:23.160 --> 00:33:24.160
Yeah.

820
00:33:24.160 --> 00:33:25.160
And probably under price, but we're going to find out.

821
00:33:25.160 --> 00:33:26.160
Keep going.

822
00:33:26.160 --> 00:33:29.400
I have a business that's been making a million the last ten years.

823
00:33:29.400 --> 00:33:30.400
Okay.

824
00:33:30.400 --> 00:33:35.600
I have a revenue about 500 that we will be sorry, five minutes ago.

825
00:33:35.600 --> 00:33:36.600
Prop.

826
00:33:36.600 --> 00:33:37.600
Yeah.

827
00:33:37.600 --> 00:33:38.600
Yeah.

828
00:33:38.600 --> 00:33:39.600
Okay.

829
00:33:39.600 --> 00:33:40.600
50%.

830
00:33:40.600 --> 00:33:41.600
Okay.

831
00:33:41.600 --> 00:33:43.880
I put that revenue into another business, which is Airbnb business.

832
00:33:43.880 --> 00:33:46.200
So now I have four different avatars.

833
00:33:46.200 --> 00:33:47.200
Okay.

834
00:33:47.200 --> 00:33:48.200
Yeah.

835
00:33:48.200 --> 00:33:53.000
And what's stopped is so the issue is that I want to grow my business.

836
00:33:53.000 --> 00:33:56.880
And I've been at a million for the last ten years.

837
00:33:56.880 --> 00:33:59.080
I wanted to grow it the last four years.

838
00:33:59.080 --> 00:34:02.280
So that's what's stopping me and need a focus.

839
00:34:02.280 --> 00:34:06.480
And I don't know which product to focus on because I tell myself that Norway is the

840
00:34:06.480 --> 00:34:09.880
smallest market in the world, only five million people.

841
00:34:09.880 --> 00:34:10.880
Okay.

842
00:34:10.880 --> 00:34:11.880
So it is a small market.

843
00:34:11.880 --> 00:34:15.000
Do you speak Norwegian to your customers?

844
00:34:15.000 --> 00:34:16.000
Yes, of course.

845
00:34:16.000 --> 00:34:17.000
You speak English great.

846
00:34:17.000 --> 00:34:18.960
So that's why I ask.

847
00:34:18.960 --> 00:34:20.920
You could sell to Americans if you wanted to.

848
00:34:20.920 --> 00:34:21.920
Yeah.

849
00:34:21.920 --> 00:34:22.920
That's what somebody told me.

850
00:34:22.920 --> 00:34:23.920
And then I'm like, yes.

851
00:34:23.920 --> 00:34:24.920
I want to do that.

852
00:34:24.920 --> 00:34:25.920
But that would be a fifth one.

853
00:34:25.920 --> 00:34:26.920
Fifth is so.

854
00:34:26.920 --> 00:34:27.920
Yes.

855
00:34:27.920 --> 00:34:28.920
So.

856
00:34:29.000 --> 00:34:30.000
That too.

857
00:34:30.000 --> 00:34:31.000
I'm not.

858
00:34:31.000 --> 00:34:37.240
But then again, I like to take a day off once in a while, not like you.

859
00:34:37.240 --> 00:34:41.280
So I'm going to introduce this because this already came up.

860
00:34:41.280 --> 00:34:47.000
I think that entrepreneurs need to think about investing differently than most people do.

861
00:34:47.000 --> 00:34:48.960
And I, this is called a barbell strategy.

862
00:34:48.960 --> 00:34:50.640
I'm going to put this one so you guys can see it.

863
00:34:50.640 --> 00:34:51.640
There we go.

864
00:34:51.640 --> 00:34:55.200
So this is called a barbell strategy, which is basically you have your business, which

865
00:34:55.200 --> 00:34:57.920
then produces cash, which then.

866
00:34:57.920 --> 00:35:00.880
So this is active, and this is passive.

867
00:35:00.880 --> 00:35:05.960
And this is, you know, gets your 10% per year, whatever, whatever you want here.

868
00:35:05.960 --> 00:35:08.320
I'll just, whatever you want that to be.

869
00:35:08.320 --> 00:35:11.960
The problem is that we, because we know how to do business, we know to sell stuff, we're

870
00:35:11.960 --> 00:35:16.960
like, man, I could get such a better return if I did this other thing, which is just starting

871
00:35:16.960 --> 00:35:18.280
another business.

872
00:35:18.280 --> 00:35:22.120
And so the highest return you're going to get is if you can find ways to actually take

873
00:35:22.120 --> 00:35:25.440
money in your existing business and reinvest it.

874
00:35:25.440 --> 00:35:27.000
That's the best case scenario.

875
00:35:27.560 --> 00:35:29.960
If there's another building that's across the street, so we're buying the building across

876
00:35:29.960 --> 00:35:31.560
the street because it came up and didn't really come up.

877
00:35:31.560 --> 00:35:35.960
I went to the guy, so I'll give you a million above and then he said, fine, but I'm buying

878
00:35:35.960 --> 00:35:38.160
that building across the street because my team's crying, right?

879
00:35:38.160 --> 00:35:40.000
And so like that's a phenomenal return.

880
00:35:40.000 --> 00:35:43.520
Now I just overpaid for real estate, but I'm going to make a hell of a lot more on being

881
00:35:43.520 --> 00:35:47.560
able to have more of my team in person than if I didn't have that.

882
00:35:47.560 --> 00:35:50.960
And so that's going to be a really good return, but I have to analyze it differently because

883
00:35:50.960 --> 00:35:52.640
that's going to be in my active income.

884
00:35:52.640 --> 00:35:56.200
If after you've reinvested every dollar, you possibly can't in the thing that you control

885
00:35:56.200 --> 00:35:58.520
that you know better than anyone else, which is your business.

886
00:35:58.520 --> 00:36:02.280
If you still have extra cash, then you put it into something that doesn't take any of

887
00:36:02.280 --> 00:36:03.280
your time at all.

888
00:36:03.280 --> 00:36:04.280
Zero.

889
00:36:04.280 --> 00:36:06.280
And you have to accept the fact that you're not going to get a better return on that than

890
00:36:06.280 --> 00:36:07.280
you are over here.

891
00:36:07.280 --> 00:36:11.040
But the key is it has to be passive and it's not like, well, it's, you know, it's sort

892
00:36:11.040 --> 00:36:12.040
of that.

893
00:36:12.040 --> 00:36:13.040
As soon as you start hedging, it's not passive.

894
00:36:13.040 --> 00:36:14.040
Like passive.

895
00:36:14.040 --> 00:36:15.040
Yeah.

896
00:36:15.040 --> 00:36:19.080
Like if you can't forget about it for a year or two, year or two, then it's not passive.

897
00:36:19.080 --> 00:36:23.280
So that being said, you have this business that does a million dollars a year, $500,000

898
00:36:23.280 --> 00:36:24.280
a profit.

899
00:36:24.280 --> 00:36:29.760
You want to grow the business where the, so you name, so what, what do you sell?

900
00:36:29.760 --> 00:36:34.000
I have a marketing course for those who hate their jobs and want to start down business.

901
00:36:34.000 --> 00:36:37.320
So from zero to clients, that's a $3,000 course.

902
00:36:37.320 --> 00:36:38.320
Okay.

903
00:36:38.320 --> 00:36:42.280
And then I have a mastermind that I call a mastermind, but it's really a group coaching

904
00:36:42.280 --> 00:36:45.760
program at 12,000 right now.

905
00:36:45.760 --> 00:36:49.360
And then I have a VIP that is at 25.

906
00:36:49.360 --> 00:36:51.000
Well, those are our three businesses.

907
00:36:51.000 --> 00:36:52.000
Those are products.

908
00:36:52.160 --> 00:36:54.000
So is that what you're saying is the three businesses?

909
00:36:54.000 --> 00:36:55.000
Well, I thought so.

910
00:36:55.000 --> 00:36:56.600
No, that's not three businesses.

911
00:36:56.600 --> 00:36:57.600
Okay.

912
00:36:57.600 --> 00:36:58.600
That's just three products.

913
00:36:58.600 --> 00:36:59.600
Okay.

914
00:36:59.600 --> 00:37:00.600
The same avatar and you upsell them other things.

915
00:37:00.600 --> 00:37:01.600
Yeah.

916
00:37:01.600 --> 00:37:02.600
That's, that's one business.

917
00:37:02.600 --> 00:37:03.600
Um, that's fine.

918
00:37:03.600 --> 00:37:04.600
Okay.

919
00:37:04.600 --> 00:37:05.600
So the issue is that you feel like you're limited.

920
00:37:05.600 --> 00:37:10.240
I mean, I don't think that Norway with 5 million residents is limiting $2,000,000 a year.

921
00:37:10.240 --> 00:37:11.880
So I don't think that's true.

922
00:37:11.880 --> 00:37:15.880
Could you, if you had twice the leads, would you be able to make twice the money?

923
00:37:15.880 --> 00:37:16.880
Yeah.

924
00:37:16.880 --> 00:37:17.880
Okay.

925
00:37:17.880 --> 00:37:18.880
So your demand can straight.

926
00:37:18.880 --> 00:37:19.880
So you need, you need more lead flow.

927
00:37:19.880 --> 00:37:21.880
So what are you doing to get customers?

928
00:37:21.880 --> 00:37:27.040
Right now we're just doing ads and we do just too long to see here from the, for the

929
00:37:27.040 --> 00:37:28.040
3K course.

930
00:37:28.040 --> 00:37:29.040
Okay.

931
00:37:29.040 --> 00:37:30.040
Twice a year.

932
00:37:30.040 --> 00:37:32.520
What stops you from doing it four times a year?

933
00:37:32.520 --> 00:37:37.880
Just that launching is tiring pitch is pitch.

934
00:37:37.880 --> 00:37:38.880
It's a bitch.

935
00:37:38.880 --> 00:37:39.880
Oh, it's a bitch.

936
00:37:39.880 --> 00:37:41.320
English is not that good.

937
00:37:41.320 --> 00:37:42.320
Yeah.

938
00:37:42.320 --> 00:37:45.440
No, I think you, I think you nailed the, I think you nailed the English.

939
00:37:45.440 --> 00:37:47.440
I think the English was right.

940
00:37:47.440 --> 00:37:51.160
Um, but the thing is is you said I want to grow my business.

941
00:37:51.160 --> 00:37:53.920
He said, as like, okay, let's just do more of that thing that works and you're like,

942
00:37:53.920 --> 00:37:55.720
but that's hard.

943
00:37:55.720 --> 00:37:56.720
It's not hard.

944
00:37:56.720 --> 00:37:59.200
It's just that it's just, it's just me.

945
00:37:59.200 --> 00:38:00.200
So it's hard.

946
00:38:00.200 --> 00:38:01.200
Yeah.

947
00:38:01.200 --> 00:38:02.200
It's hard.

948
00:38:02.200 --> 00:38:03.200
Yeah.

949
00:38:03.200 --> 00:38:04.200
Right.

950
00:38:04.200 --> 00:38:05.200
So it's hard.

951
00:38:05.200 --> 00:38:06.200
It's like, how do I make money easy?

952
00:38:06.200 --> 00:38:07.200
It's not that it's hard, actually.

953
00:38:07.200 --> 00:38:09.200
I, well then why not do it?

954
00:38:09.200 --> 00:38:10.200
I'm going to win this.

955
00:38:10.200 --> 00:38:14.680
Well, I'm telling myself, I've been, I've been telling myself, so there's just five

956
00:38:14.680 --> 00:38:15.680
million people.

957
00:38:15.680 --> 00:38:17.640
So the, the ads close up.

958
00:38:17.640 --> 00:38:18.640
That wasn't the question though.

959
00:38:18.640 --> 00:38:19.640
Yeah.

960
00:38:19.640 --> 00:38:25.360
Yeah, just because that when you do ads in our way, it's just the ad costs just explodes

961
00:38:25.360 --> 00:38:29.280
from 50 to anyone else seen that in the United States.

962
00:38:29.280 --> 00:38:30.280
Yeah.

963
00:38:30.280 --> 00:38:31.280
Wild.

964
00:38:31.280 --> 00:38:32.480
It's not a Norway thing.

965
00:38:32.480 --> 00:38:33.880
It's a bad ads thing.

966
00:38:33.880 --> 00:38:34.880
Okay.

967
00:38:34.880 --> 00:38:39.600
So, so if you were hitting a ad ceiling, right?

968
00:38:39.600 --> 00:38:42.920
So raise your head if you've had an ad ceiling, you can get best a thousand a day, 10,000

969
00:38:42.920 --> 00:38:43.920
a day, whatever it is.

970
00:38:43.920 --> 00:38:44.920
Okay, cool.

971
00:38:44.920 --> 00:38:45.920
So this applies to you.

972
00:38:45.920 --> 00:38:52.000
So the ways that you can solve this, you have a superior offer, conversion and optimization,

973
00:38:52.000 --> 00:38:55.440
better ads, none of them are Norway.

974
00:38:55.440 --> 00:39:00.960
And so right now, it's, so is anyone familiar with the old spice guy on the horse that ad?

975
00:39:00.960 --> 00:39:01.960
Okay.

976
00:39:01.960 --> 00:39:06.080
So cool enough, the creative directory design that actually came to this like two months

977
00:39:06.080 --> 00:39:07.080
ago.

978
00:39:07.080 --> 00:39:08.320
It's kind of fun.

979
00:39:08.320 --> 00:39:12.920
So when old spice did that, they were like they had like 10 or 20% of the market of

980
00:39:12.920 --> 00:39:15.640
men's soap, whatever.

981
00:39:15.640 --> 00:39:19.920
Just that campaign, they had over 70% of the market share, which is one of the most successful

982
00:39:19.920 --> 00:39:22.400
advertising campaigns of all time.

983
00:39:22.400 --> 00:39:24.240
And it was one ad.

984
00:39:24.240 --> 00:39:27.560
And so when I see that, that's what I consider the hypothetical extreme of advertising, is

985
00:39:27.560 --> 00:39:31.280
that if you make an ad so good, it converts fucking everyone.

986
00:39:31.280 --> 00:39:33.000
And that's what they did.

987
00:39:33.000 --> 00:39:36.480
And so right now, you're limited in terms of your ability to scale your ads, based on

988
00:39:36.480 --> 00:39:38.360
the quality of the creative you have.

989
00:39:38.360 --> 00:39:39.360
Do you make content?

990
00:39:39.360 --> 00:39:40.360
Yes.

991
00:39:40.360 --> 00:39:41.360
How good your content?

992
00:39:41.360 --> 00:39:42.360
Mediocre.

993
00:39:42.360 --> 00:39:43.360
Okay.

994
00:39:43.360 --> 00:39:45.200
Thank you for being honest.

995
00:39:45.760 --> 00:39:48.960
What's really interesting about now, I came from the direct response side and then started

996
00:39:48.960 --> 00:39:49.960
making content.

997
00:39:49.960 --> 00:39:52.760
And my content is maybe better at direct response.

998
00:39:52.760 --> 00:39:56.800
If you get really good at content, ads are easy, because content is so much harder than

999
00:39:56.800 --> 00:39:59.680
making ads, because ads you get the reach no matter what, because you pay for the

1000
00:39:59.680 --> 00:40:01.800
reach with organic gift to earn the reach.

1001
00:40:01.800 --> 00:40:04.160
So you learn what actually makes excellent creative.

1002
00:40:04.160 --> 00:40:08.080
And so it might be actually a really good exercise for you to get better at your creative

1003
00:40:08.080 --> 00:40:12.000
so that when you run ads, you can actually know what makes a good ad, which is the same

1004
00:40:12.000 --> 00:40:13.000
as what makes a good creative.

1005
00:40:13.000 --> 00:40:16.000
The only difference is that at the end, you make a call to action.

1006
00:40:16.000 --> 00:40:17.960
So like right now, you guys may have seen them.

1007
00:40:17.960 --> 00:40:23.080
Some of my highest converting ads for for acquisition.com are just my organic videos that are

1008
00:40:23.080 --> 00:40:24.080
our top performers.

1009
00:40:24.080 --> 00:40:28.320
And then I put five seconds to the end, it's like, hey, by the way, this.

1010
00:40:28.320 --> 00:40:32.520
Would you run ads to the online course then or the 12,000?

1011
00:40:32.520 --> 00:40:35.440
Whatever your current acquisition process, I'm not going to break it.

1012
00:40:35.440 --> 00:40:40.440
But I still prefer due four times a year as the most obvious choice for doubling the

1013
00:40:40.440 --> 00:40:41.440
business.

1014
00:40:41.840 --> 00:40:42.760
It's every 12 weeks.

1015
00:40:42.760 --> 00:40:43.400
It's once a quarter.

1016
00:40:44.200 --> 00:40:46.640
It's not that you don't burn out your list.

1017
00:40:46.640 --> 00:40:48.880
And we were marketing to cold, right?

1018
00:40:48.880 --> 00:40:49.360
Yeah.

1019
00:40:49.360 --> 00:40:50.360
Yeah.

1020
00:40:50.360 --> 00:40:50.880
Yeah.

1021
00:40:50.880 --> 00:40:53.680
I mean, you might just have more cold and less.

1022
00:40:53.680 --> 00:40:57.000
Maybe you hit your list twice a year and you still do cold launches four times a year.

1023
00:40:57.000 --> 00:40:58.000
Hmm.

1024
00:40:58.000 --> 00:40:58.680
Okay.

1025
00:40:58.680 --> 00:41:02.120
But that would be like, if I were like, I had to go and make sure that your business

1026
00:41:02.120 --> 00:41:03.600
doubled, what would I do?

1027
00:41:03.600 --> 00:41:04.600
I would do that.

1028
00:41:04.600 --> 00:41:05.280
Okay.

1029
00:41:05.280 --> 00:41:08.280
But this is probably why you're hitting the ceiling.

1030
00:41:08.280 --> 00:41:09.080
Thank you.

1031
00:41:09.080 --> 00:41:09.680
You bet.

1032
00:41:09.680 --> 00:41:11.080
Long term go in an ocean.

1033
00:41:11.440 --> 00:41:12.920
Alex, this is your last question.

1034
00:41:12.920 --> 00:41:13.920
Ooh.

1035
00:41:13.920 --> 00:41:15.240
That would be a good one.

1036
00:41:15.240 --> 00:41:16.240
Hi, Alex.

1037
00:41:16.240 --> 00:41:17.920
My name is Jonathan.

1038
00:41:17.920 --> 00:41:22.160
I sell dating services to single men and help to get their dating life together.

1039
00:41:22.160 --> 00:41:25.760
Revenue, we range between 250 to 900.

1040
00:41:25.760 --> 00:41:31.280
I would like my revenue to be 1.2 million because I like to net 100,000 a month, ideally.

1041
00:41:31.280 --> 00:41:36.520
What I believe is stopping me is that the metrics on all my social media have gone down.

1042
00:41:36.520 --> 00:41:40.640
My fans have been telling me, your shadow band, your shadow band, I'm not getting

1043
00:41:40.640 --> 00:41:41.640
notifications.

1044
00:41:41.640 --> 00:41:42.640
Yeah.

1045
00:41:42.640 --> 00:41:44.160
So how do you do anything political?

1046
00:41:44.160 --> 00:41:46.240
I mean, I was endorsed you, Trump.

1047
00:41:46.240 --> 00:41:48.480
So maybe that's probably it.

1048
00:41:48.480 --> 00:41:52.040
I mean, I'd be it, I don't want to be like, passively, not like a whole stream.

1049
00:41:52.040 --> 00:41:53.800
I'm like, why?

1050
00:41:53.800 --> 00:41:55.960
Not like why you should vote for him.

1051
00:41:55.960 --> 00:41:56.960
Yeah.

1052
00:41:56.960 --> 00:41:59.800
Um, was that when it stopped?

1053
00:41:59.800 --> 00:42:05.600
No, when I have a theory, it was like when Andrew Tate went to jail in 2022, December,

1054
00:42:05.600 --> 00:42:11.920
I noticed like a big change in my viewership and I, I don't know if my fans just really

1055
00:42:11.920 --> 00:42:14.960
like me and they're like just lying to me like you've been shadow band.

1056
00:42:14.960 --> 00:42:15.960
Yeah.

1057
00:42:15.960 --> 00:42:19.920
But, um, I don't know, I just, this is a problem because I like, do you have some videos

1058
00:42:19.920 --> 00:42:21.920
that do better than others though?

1059
00:42:21.920 --> 00:42:24.520
So I just, I don't do videos that do live streams.

1060
00:42:24.520 --> 00:42:26.920
But oh, yeah, I consistently live stream.

1061
00:42:26.920 --> 00:42:32.160
That's how I do everything, we're leading up to launches all you don't make like videos.

1062
00:42:32.160 --> 00:42:33.160
Not really.

1063
00:42:33.160 --> 00:42:38.040
They just, it's just the live streams kind of like year in my personal theory, like live

1064
00:42:38.040 --> 00:42:42.600
streaming is like two degree induction, aiding your following and then lowering resistance

1065
00:42:42.600 --> 00:42:44.160
and then eventually they buy in.

1066
00:42:44.160 --> 00:42:47.720
So like I said, I've been able to do all my business has been organic.

1067
00:42:47.720 --> 00:42:53.680
My best launch was like quarter mill and five days, which is like, you know, 90, 85% profit.

1068
00:42:53.680 --> 00:42:59.480
But nothing has really changed in what I do, but I'm seeing all metrics shrink and it's

1069
00:42:59.480 --> 00:43:01.960
like, yeah, I'm freaking out.

1070
00:43:01.960 --> 00:43:02.960
Yeah.

1071
00:43:02.960 --> 00:43:03.960
No, I hear you.

1072
00:43:03.960 --> 00:43:08.760
So, I mean, basically, at the simplest level, one of two things changed, either you change

1073
00:43:08.760 --> 00:43:12.440
something unknowingly, which is the cost is not as good or it's not, you know, as compelling

1074
00:43:12.440 --> 00:43:16.200
or whatever, or something else change, which is either the environment change, so like maybe

1075
00:43:16.200 --> 00:43:23.400
it sounds tone deaf now, or the algorithm change in terms of how it's pushing out lives.

1076
00:43:23.400 --> 00:43:27.880
Which not, I don't know, you're the actually the only person that I know that does lives

1077
00:43:27.880 --> 00:43:30.000
as their primary organic strategy.

1078
00:43:30.000 --> 00:43:31.000
Yeah.

1079
00:43:31.000 --> 00:43:32.840
I've yet to meet somebody to replicate my numbers.

1080
00:43:32.840 --> 00:43:34.080
I'm also one man business.

1081
00:43:34.080 --> 00:43:35.080
Yeah.

1082
00:43:35.080 --> 00:43:37.880
No, no, there's some people who do your numbers are bigger with one man business.

1083
00:43:37.880 --> 00:43:41.640
No, not with live streaming, but with making content on a regular basis.

1084
00:43:41.640 --> 00:43:46.600
And so I think, I think it's like, we just need to, you seem more views, man.

1085
00:43:46.600 --> 00:43:50.920
Like this all really comes down to and so it's like, I'll say this, if you keep doing what

1086
00:43:50.920 --> 00:43:54.600
you're doing, it will continue to stop working and get worse.

1087
00:43:54.600 --> 00:43:55.840
So let's not do that.

1088
00:43:55.840 --> 00:44:00.320
I think you're going to have to do kind of the general's I was talking to earlier with

1089
00:44:00.320 --> 00:44:01.320
pest control.

1090
00:44:01.320 --> 00:44:03.880
He's like, I've got this agency and it's working.

1091
00:44:03.880 --> 00:44:06.240
What's like, let's do the live streams.

1092
00:44:06.240 --> 00:44:11.600
Can we also clip that and make that into content like the best moments at least?

1093
00:44:11.600 --> 00:44:16.760
So yeah, my shorts are like my largest traffic source back then doing like 16, 15 millions

1094
00:44:16.760 --> 00:44:17.760
and so on.

1095
00:44:17.760 --> 00:44:19.520
And do you not do shorts anymore?

1096
00:44:19.520 --> 00:44:22.200
The hit has been pretty big.

1097
00:44:22.200 --> 00:44:24.960
They've gone down to like 8, 900 sometimes.

1098
00:44:24.960 --> 00:44:28.440
I am happy if it gets to 1000 views, yes, per short.

1099
00:44:28.440 --> 00:44:29.440
Yeah.

1100
00:44:29.440 --> 00:44:33.440
So, I mean, maybe you did get shadow band.

1101
00:44:33.440 --> 00:44:34.440
I don't know.

1102
00:44:34.440 --> 00:44:39.160
It's a question just how to fix it if I am theoretically shadow band or how do I do it?

1103
00:44:39.160 --> 00:44:42.000
If you are a shadow band, it's like you probably need to start a new account.

1104
00:44:42.000 --> 00:44:43.000
Okay.

1105
00:44:43.000 --> 00:44:48.560
That's like Daniel, the good news about about quote shadow banding is this.

1106
00:44:48.560 --> 00:44:52.840
If you start a new account because of how social media has changed, it has been largely

1107
00:44:52.840 --> 00:44:56.600
democratized, especially for short short form content.

1108
00:44:56.600 --> 00:45:00.400
So somebody who has a brand new account that has zero followers can make a clip that

1109
00:45:00.400 --> 00:45:02.200
gets 10 million views.

1110
00:45:02.200 --> 00:45:05.640
So like I would, it's not nearly the death sentence that it used to be because it's based

1111
00:45:05.640 --> 00:45:06.640
on interest graphs.

1112
00:45:06.640 --> 00:45:09.080
Now far more than it is followership.

1113
00:45:09.080 --> 00:45:12.360
So you can keep doing your lives on one channel.

1114
00:45:12.360 --> 00:45:16.200
And I think that's like again, that's the big if here is like, are you shadow band?

1115
00:45:16.200 --> 00:45:17.200
I don't know.

1116
00:45:17.200 --> 00:45:18.480
Do you have a rep that you can reach out to?

1117
00:45:18.480 --> 00:45:20.000
Because usually they'll tell you.

1118
00:45:20.000 --> 00:45:26.600
Now they just like, it's just some guy in Paraguay who doesn't give a shit.

1119
00:45:26.600 --> 00:45:30.000
I don't like, I don't like pointing to things that I can't control.

1120
00:45:30.000 --> 00:45:32.920
So I'm like, is there anything that I can do to make these shorts better?

1121
00:45:32.920 --> 00:45:38.320
It feels unlikely that you went from, you know, five million a clip to a thousand a

1122
00:45:38.320 --> 00:45:39.560
clip.

1123
00:45:39.560 --> 00:45:41.400
That feels like a pretty tremendous drop.

1124
00:45:41.400 --> 00:45:42.400
Fifteen.

1125
00:45:42.400 --> 00:45:46.160
Yeah, our 15 million a clip short, a big drop regardless.

1126
00:45:46.160 --> 00:45:51.280
And so if I were you, I probably like, I would be in hyperactive mode right now, which

1127
00:45:51.280 --> 00:45:54.600
is I'd be trying to find a new, a new way to promote.

1128
00:45:54.600 --> 00:45:58.440
And so you keep the thing because you have to keep the lights on, but I would strongly

1129
00:45:58.440 --> 00:46:02.640
consider, is it, but are you only YouTube?

1130
00:46:02.640 --> 00:46:08.240
I'm, I mean, I have 58,000 on Instagram and does it happen there?

1131
00:46:08.240 --> 00:46:11.040
No, it does not happen there.

1132
00:46:11.040 --> 00:46:12.040
Okay.

1133
00:46:12.040 --> 00:46:15.160
So can we double down on Instagram in the short term and then like create a new account

1134
00:46:15.160 --> 00:46:16.080
on YouTube?

1135
00:46:16.080 --> 00:46:17.080
You're new, you say?

1136
00:46:17.080 --> 00:46:18.080
Okay.

1137
00:46:18.080 --> 00:46:19.080
Appreciate it.

1138
00:46:19.080 --> 00:46:21.600
Um, do you monetize Instagram at all?

1139
00:46:21.600 --> 00:46:22.600
No.

1140
00:46:22.600 --> 00:46:26.960
Well, dude, I mean, Instagram is one of the easiest ones to monetize, evolve platforms Instagram

1141
00:46:26.960 --> 00:46:31.880
is like the most monetizable, because you can directly message your customers, like

1142
00:46:31.880 --> 00:46:35.560
every person who follows you, you could, you can DM, are you, um, your son to webinars,

1143
00:46:35.560 --> 00:46:36.560
right?

1144
00:46:36.560 --> 00:46:37.560
No, no webinars.

1145
00:46:37.560 --> 00:46:39.160
Well, you said a lives, whatever.

1146
00:46:39.160 --> 00:46:40.160
I'm sorry.

1147
00:46:40.160 --> 00:46:41.160
You sell via life.

1148
00:46:41.160 --> 00:46:42.160
Yes.

1149
00:46:42.160 --> 00:46:43.160
Right.

1150
00:46:43.160 --> 00:46:44.160
And you do that.

1151
00:46:44.160 --> 00:46:45.160
How often?

1152
00:46:45.160 --> 00:46:46.160
I'm running it.

1153
00:46:46.160 --> 00:46:47.160
How often do you pitch?

1154
00:46:47.160 --> 00:46:48.680
Uh, once quarter.

1155
00:46:48.680 --> 00:46:49.680
Okay.

1156
00:46:49.680 --> 00:46:55.360
So it might be advantageous to, okay, I mean, is leaning more towards that you might have

1157
00:46:55.360 --> 00:46:56.360
gotten a job.

1158
00:46:56.360 --> 00:46:59.960
Um, and if that's the case, let's walk through this.

1159
00:46:59.960 --> 00:47:05.920
So for Instagram, I think you do a many chat integration and then DM new followers and,

1160
00:47:05.920 --> 00:47:09.440
uh, replies and then send them to lives.

1161
00:47:09.440 --> 00:47:14.240
When you go live on YouTube, also go live on Instagram, very easy, just get a second

1162
00:47:14.240 --> 00:47:15.240
phone.

1163
00:47:15.240 --> 00:47:16.240
If you need to, go live on both.

1164
00:47:16.240 --> 00:47:17.240
I do that.

1165
00:47:17.240 --> 00:47:18.240
Okay.

1166
00:47:18.240 --> 00:47:19.240
So you do go live on this.

1167
00:47:19.240 --> 00:47:20.240
I get like four or five people.

1168
00:47:20.240 --> 00:47:21.240
Okay.

1169
00:47:21.240 --> 00:47:22.240
Okay.

1170
00:47:22.240 --> 00:47:26.640
So when we have this, you can add them to the broadcast and then let them know when you're

1171
00:47:26.640 --> 00:47:31.640
going live, because you should get more than four or five, um, nasty.

1172
00:47:31.640 --> 00:47:36.880
It's just because we have this big question mark of, are you bad at content now or did

1173
00:47:36.880 --> 00:47:41.840
you have the gods of social media tell you that you're not allowed to promote anymore?

1174
00:47:41.840 --> 00:47:45.840
Um, there's a group of people, I kind of like Instagram does tell you if you're shadow

1175
00:47:45.840 --> 00:47:46.840
band though.

1176
00:47:46.840 --> 00:47:49.200
So you can look at it out in your client settings.

1177
00:47:49.200 --> 00:47:50.840
So I would check that.

1178
00:47:50.840 --> 00:47:53.840
And if they haven't, then it just might like, I would so much prefer to know that like

1179
00:47:53.840 --> 00:47:56.000
the content is just not that good, because that's super flexible.

1180
00:47:56.000 --> 00:47:59.360
There's a group of people I'm associated with and they've all kind of been throttled

1181
00:47:59.360 --> 00:48:00.360
as well.

1182
00:48:00.360 --> 00:48:03.560
Like the fresh and fit podcasts and some of these people, they're all like, we've all kind

1183
00:48:03.560 --> 00:48:05.320
of been uniformly kind of flatlined.

1184
00:48:05.320 --> 00:48:06.320
Yeah.

1185
00:48:06.320 --> 00:48:10.600
From 23ish, you know, because like, they have a huge podcast, they've been stuck in 1.5

1186
00:48:10.600 --> 00:48:14.440
male fresh and fit, you mean on Instagram on YouTube.

1187
00:48:14.440 --> 00:48:15.440
Okay.

1188
00:48:15.440 --> 00:48:16.640
And they just don't get views there either.

1189
00:48:16.640 --> 00:48:20.200
No, they get views, but we're all like our subscriber ship and whatnot is not necessarily

1190
00:48:20.200 --> 00:48:21.200
growing.

1191
00:48:21.200 --> 00:48:23.000
And their views have massively taken ahead.

1192
00:48:23.000 --> 00:48:27.360
They used to do like three, four hundred now, they're out one ish, when ish thousand

1193
00:48:27.360 --> 00:48:28.360
hundred.

1194
00:48:28.360 --> 00:48:29.360
Oh, a hundred.

1195
00:48:29.360 --> 00:48:30.360
Yeah.

1196
00:48:30.360 --> 00:48:32.640
That doesn't sound like shadow banding, okay?

1197
00:48:32.640 --> 00:48:37.440
Going from like 300 to 100, it just sounds like YouTube has shifted over time.

1198
00:48:37.440 --> 00:48:38.440
Okay.

1199
00:48:38.440 --> 00:48:41.800
We just need to adapt to what's, what's working now.

1200
00:48:41.800 --> 00:48:46.520
The crazy part about my views is like, my views have usually typically range between

1201
00:48:46.520 --> 00:48:51.120
on the live streams, one thousand to five thousand, and then the money just kept growing.

1202
00:48:51.120 --> 00:48:53.200
So I was like, great, I have fucking money, printer.

1203
00:48:53.200 --> 00:48:54.200
Yeah.

1204
00:48:54.200 --> 00:48:56.400
But now the views are still same.

1205
00:48:56.400 --> 00:49:01.520
Maybe slightly dropped, but the sales have just like, it's just like abysmal.

1206
00:49:01.520 --> 00:49:02.920
It's so terrifying.

1207
00:49:02.920 --> 00:49:03.920
Yeah.

1208
00:49:03.920 --> 00:49:05.760
Um, that's why I'm here.

1209
00:49:05.760 --> 00:49:06.760
They're made.

1210
00:49:06.760 --> 00:49:07.760
No, I hear you.

1211
00:49:07.800 --> 00:49:12.440
One trick that worked, and so I think you might just need to learn another trick, okay?

1212
00:49:12.440 --> 00:49:14.640
At least you have second platform.

1213
00:49:14.640 --> 00:49:17.520
So it's like, you've just only done live streams, and that's how you've done it.

1214
00:49:17.520 --> 00:49:20.520
It's like, you might be able to just like push people to a phone call.

1215
00:49:20.520 --> 00:49:25.680
You could push people to a webinar, like that you could probably do more than once every

1216
00:49:25.680 --> 00:49:29.800
12 weeks, do a pitch, like there's, there's plenty of levers that we can look at.

1217
00:49:29.800 --> 00:49:34.520
And I have high tick and vert immersion stuff that's like 10k, and those are easy to sell,

1218
00:49:34.520 --> 00:49:36.320
but I just need more eyes and views.

1219
00:49:36.400 --> 00:49:39.680
That when you teach a guy how to date, he doesn't come back because he's outdating.

1220
00:49:39.680 --> 00:49:40.680
Outdating?

1221
00:49:40.680 --> 00:49:41.680
Yeah.

1222
00:49:41.680 --> 00:49:42.680
I mean, to be fair, it's education.

1223
00:49:42.680 --> 00:49:47.640
And like, there's no continuity program on Harvard, you just graduate, and then it's that.

1224
00:49:47.640 --> 00:49:53.080
Um, and then they get you in the endowment and there's all that, but like, um, I think

1225
00:49:53.080 --> 00:49:56.640
we have to focus on the controllables, which is that the content needs to improve, and

1226
00:49:56.640 --> 00:49:59.000
you probably need to make more content and make more diverse content.

1227
00:49:59.000 --> 00:50:02.160
Probably need to start using tools like one of 10.com, if you're not familiar with that.

1228
00:50:02.160 --> 00:50:04.120
You know, that is one of 10.com.

1229
00:50:04.120 --> 00:50:05.120
Mm-hmm.

1230
00:50:05.120 --> 00:50:10.160
And one of 10.com is basically the, it's like YouTube repository where you can just search

1231
00:50:10.160 --> 00:50:15.560
for topics, and it will show you the highest hour performers in terms of headline packaging

1232
00:50:15.560 --> 00:50:18.680
and thumbnails across all channels on YouTube.

1233
00:50:18.680 --> 00:50:22.280
And then from there, you can basically create ideations of, okay, how can I apply this

1234
00:50:22.280 --> 00:50:23.920
to my niche?

1235
00:50:23.920 --> 00:50:28.080
And so I'm guessing that like the fact that the other guy's went from like 300 to 100,

1236
00:50:28.080 --> 00:50:30.440
like to me, that's not shout out of ending, that's just like their content wasn't as good

1237
00:50:30.440 --> 00:50:32.880
as it used to be, or it's just like it's not as relevant as it used to be.

1238
00:50:32.880 --> 00:50:36.280
If people aren't like bitching about Red Pill as much as they were before.

1239
00:50:36.280 --> 00:50:39.480
And so it's like maybe part of any, like your content might have to adapt.

1240
00:50:39.480 --> 00:50:43.360
So I would honestly prefer it just be that, which is the content's not good enough, fine,

1241
00:50:43.360 --> 00:50:46.400
then like let's look at topics and let's look at headlines and let's fix it.

1242
00:50:46.400 --> 00:50:48.320
Let's, let's make it something that people want.

1243
00:50:48.320 --> 00:50:49.320
We've had the change of stuff all the time.

1244
00:50:49.320 --> 00:50:53.480
And I think it's just like, you learn a trick, it worked, it was a great ride, now you

1245
00:50:53.480 --> 00:50:54.480
have to change it.

1246
00:50:54.480 --> 00:50:55.480
Okay.

1247
00:50:55.480 --> 00:50:56.480
Thank you very much.

1248
00:50:56.480 --> 00:50:56.760
No, I appreciate you.