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What are the different types of products that we can sell?

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And I'll show you one of these that's incredibly valuable that if you're ever pressed for cash,

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it's the easiest thing that you can sell for a ton of money.

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The wealthiest people in the world see business as a game.

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This podcast, the game, is my attempt at documenting the lessons I've learned

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on my way to building acquisition.com into a billion dollar portfolio.

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My hope is that you use the lessons to grow your business and maybe someday soon

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partner with us to get to a hundred million dollars in beyond.

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I hope you share and enjoy.

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What's going on everyone?

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I want to show you one of the fastest ways to make a tremendous amount of money

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in a service business.

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All right.

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So right now, if you want a service business or any kind of business where you provide stuff,

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if you sell stuff, then this is for you.

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If you don't know me, my name's Alex Ramonzi.

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I'm an acquisition.com.

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We do about $85 million a year in revenue.

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And this channel is just because a lot of people are broke and I don't want you to be one of them.

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All right.

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So I was thinking about the different businesses that we have.

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We have a publishing business.

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We have a photography business, which is a chain of brick and mortar.

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Somebody asked me in one of the comments to name them out.

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I don't tell you the actual names of these because part of the deal search that we have

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with a lot of these are our influencer based or personality driven brands.

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And so I don't want it to be like, oh, you're just one of Alex's businesses.

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All right.

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So just to be clear for everybody, the reason I don't do that,

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I'll tell you the ones that I own 100% of.

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But the ones where I'm a minority partner in,

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I don't tell you what they are.

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I'll tell you what categories they're in.

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So like I said, we've got a publishing business,

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which is a digital digital business.

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We have brick and mortar chain photography studios.

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We have a certification business.

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We also have an online, it's a similar business, but online for trainers.

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We have our gym licensing business, which is gym launch.

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We have our supplement business, which is prestige labs.

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And then we have Allen, which is our software company for,

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for agency owners that helps brick and mortar agencies work leads.

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All right.

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So just, so you're curious, that's what we do.

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And we're looking at getting some others.

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Anyways, so one of the things that I was thinking about within our businesses is like,

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what are the different categories?

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And this was kind of a spin off of the recurring video that I made about

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cracking Netflix's code, right?

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Is what are the different types of products that we can sell?

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And I'll show you one of these that's incredibly valuable that,

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if you're ever pressed for cash,

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is the easiest thing that you can sell for a ton of money.

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All right.

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So first, I was like, you've got products, right?

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You've got widgets, you've got stuff.

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All right, that's the first category.

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The second category, let me see if I can draw some nice lines here.

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The second category is you've got services,

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right, where people do stuff for other people.

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And the third, and this is the one that a lot of people miss out on, is access.

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All right.

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So I'm going to go through all three of these in a second.

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All right, so products, everyone should kind of understand what these are, right?

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You get these in the mail, and they can also be digital goods.

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So here's an AAB version of each of these, right?

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So you've got physical, and then you've got digital.

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So you've got physical product, would be getting supplements in the mail.

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A digital product would be buying Netflix,

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like buying a Netflix subscription, right?

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That's where you're consuming a digital good, right?

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When you buy media, that is a digital good, right?

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You're buying eyeballs, right?

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If you're buying physical services, that would be like buying a massage, right?

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You've got digital services.

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This would be like a marketing agency, right?

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It would be a digital service.

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You're not buying something that's going to happen in the real world,

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you're buying something that's happening in the digital sphere, right?

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The third is access, where you've got physical access,

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which would be like concert tickets, right?

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You have access to someone or to an experience of some sort.

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And then you've got digital access, right?

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Which would be you buy access either to a virtual event

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or you have access to me via Slack or something like that, right?

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That would be digital access, all right?

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Hey, most of the nation, quick break just to let you know

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that we've been starting to post on LinkedIn and want to connect with you.

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All right, so send me a connection request

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and note letting me know that you listened to the show,

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and I will accept it.

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There's anyone you think that we should be connected with,

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tag them in one of my or Laylist posts,

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and I will give you all the love in the world.

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All right, so let's get back to the show.

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And so when you're thinking about your products and services, right?

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One of the easiest things to do to make it more valuable is think,

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how can I add, if you have, let's say, products,

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how can I add some sort of service components to it

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to make this more valuable?

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And we do this so that we can not be a commodity, right?

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The goal is to be so different from everyone else in the marketplace

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that people have to consider you on their own

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as your own standalone business

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so that you can have monopoly prices.

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All right, despite what the government will tell you

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and antitrust laws, the goal is to become a monopoly.

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Like you win the game by being monopoly,

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by being so good that no one else can compete with you, right?

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And now, because those companies have so much power,

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they own the government now.

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Anyway, not getting into that.

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That's not the point.

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All right, but the point is you can pair these concepts.

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So most people just consider themselves,

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I am just a physical product business.

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It's like, okay, well, can we add some sort of digital products,

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right, to our physical products to enhance the value

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and differentiate ourselves?

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If I have a service, I have a physical service,

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maybe I can add some sort of digital component to it,

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or maybe I can add some physical products

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that go with it, or digital products, right, they go with it.

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Or thirdly, is there a way that I can add access,

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which is probably one of my favorite of the types of businesses,

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and here's why.

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Check this out.

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This one has almost 100% margins, right?

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Digital access is almost 100% margins.

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Same thing with digital products,

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almost have 100% margins, right?

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Digital services less so.

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So services, just so you're wondering,

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by so many service businesses of hard time scaling,

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is this very hard to scale people.

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It's also hard to scale things that have hard costs, right?

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And scaling people you have to scale.

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Tortury, you have to scale training,

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you have to scale onboarding.

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There's a lot of things to have to scale for scaling services,

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which is why most people don't like buying those types of businesses,

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which is why, if you want to increase your enterprise value,

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it's trying to figure out how you can add multiple of these things.

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So I just give you six different categories here,

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right, of things, of different types of things

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that you can have in your business.

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And so right now, when you're thinking about how you can add more value,

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right, and I'll tell you the hack right now.

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All right, so you guys ready for this in terms of

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if you needed to make money, the way that you do this,

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all right, and this is my favorite one that you can use,

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which is access, is that you sell a more individualized,

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higher touch version of your own solution.

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All right, and so what that means is,

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you can say, hey, I can only take five people for a one-on-one,

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right, or a small group, right, experience for one year,

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for this big outcome, that they're all going to want,

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and I'll guarantee that you'll get it,

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or I'll keep working with you for free until you do.

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All right, which means, when you buy this thing,

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and when you give me this money right now,

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it means that you've solved this problem.

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You can put this money down, it means that that outcome is going to happen.

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I'm going to try and get it to happen in 12 months,

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because I don't want to keep working for free,

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but you know that I will continue to work with you until you achieve it.

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All right, so right now, if you have a client base,

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and you're like, man, I'm strapped for cash.

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And the only way they can do this is if they prepay

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the entire period of time.

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All right, and so the thing is that you don't need to have any kind of discount

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for an offer that's structured like this,

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and the reason that they're getting a lot of value

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is because they're getting access, right?

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They're getting access in addition to a service.

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All right, and they're getting some level expertise on top of it.

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And so right now, if you need to make an extra 5 grand, 10 grand, 20 grand,

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50 grand, whatever it is that you have depending on the size of your business,

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that is one of the easiest, fastest ways to generate cash for your business,

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and use some of the audience while still maintaining good pent-up demand.

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All right, what I mean by that is that if you sell 100 of these or you sell out

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in terms of like you sell out all the demands that's there,

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you running something else in the future will bomb, right?

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And so the idea is if you know that you could sell 20 people, sell 5.

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If you know you could sell 100 people, sell 20, right?

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Try and maintain the vast majority, 80% of the demand's still there

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and have it pent up so that when you do another offer like this in the future,

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you'll sell it again.

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And the idea is that as you grow,

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the number of people that you will have in that demand pool

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will continue to increase.

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And so you will always be able to sell out

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but the number of total slots will continue to increase,

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whereas most people always go for the biggest ass they possibly can,

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try and sell out and liquidate all the goodwill they have in their audience,

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all the time, which means they're always searching for building up the next demand,

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which is why they're always poor because it's very hard to do that.

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All right, and it's much easier to maintain goodwill and multiply it,

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and then feed, and then just give a tiny amount off the top,

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and then grow the goodwill of the base to go from 100 people in your base,

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you want to buy the thing to 200 people in the base,

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and the next time you go from 20 to 40,

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rather than going from 20 to 200, right?

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Because you could do it, but then after that, you're done.

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Nothing, you got to start from scratching it.

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And so it's much better to always keep some goodwill kept up,

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and one of my favorite ways to liquidate that in a very controlled burn manner

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is to have access so you can have implied urgency and implied scarcity

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with a very, very high ticket premium,

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and you'll probably get some of the best customers to do this with you.

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It'll be the least needy, believe it or not,

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and get some great testimonials and great outcomes as a result of it.

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So, anyways, Mosination, like I said, my name's Axiomuzzi,

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on Acquisition.com. I'm 85 million dollars a year,

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and I have nothing to sell you.

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All right, so keep being awesome.

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Bye!