WEBVTT 1 00:00:00.000 --> 00:00:04.560 When you do niche down, sometimes you can still make more money because of all the points I said earlier, 2 00:00:04.560 --> 00:00:08.160 which is, you're not even close to tapping the methods, the platform, the media, 3 00:00:08.160 --> 00:00:12.400 or the total amount of volume you need to do to reach all of those people within that niche. 4 00:00:14.080 --> 00:00:17.440 Welcome to the game where we talk about how to sell more stuff to more people in more ways 5 00:00:17.440 --> 00:00:21.760 and build businesses worth owning. I'm trying to build a billion dollar thing with acquisition.com. 6 00:00:21.760 --> 00:00:25.920 I always wish pesos, musk and buffet had documented their journey, so I'm doing it for the rest of us. 7 00:00:25.920 --> 00:00:26.880 Please share and enjoy. 8 00:00:27.440 --> 00:00:33.280 Your market isn't capped. Your mindset is capped. Let me tell you what I mean. 9 00:00:33.280 --> 00:00:37.840 So the other day, I had a business owner who was spending $50,000 a month marking his app that 10 00:00:37.840 --> 00:00:41.760 was a fitness app saying he didn't want to spend any more money because he thought he had 11 00:00:41.760 --> 00:00:48.880 saturated Facebook for weight loss, a $60 billion industry in America. I shit you not. 12 00:00:48.880 --> 00:00:53.760 Mind you, this guy's making $3 million a year. He's not a moron, but what? 13 00:00:53.760 --> 00:00:59.440 But his mindset was capped. Tell you a different story. I had an agency owner also spending $50,000 14 00:00:59.440 --> 00:01:06.720 a month also on Facebook in the chiropractor niche saying, hey, I think I've saturated my market. 15 00:01:06.720 --> 00:01:13.680 I was like, you've saturated your market a $16 billion industry of chiropractor with your $600,000 16 00:01:13.680 --> 00:01:19.520 of spend. Let me zoom out on this for you. So you only run ads on Facebook. I was like, 17 00:01:19.600 --> 00:01:24.480 do you run ads on Hulu? Do you run it on YouTube? Do you run them on Spotify? Do you do direct mail? 18 00:01:24.480 --> 00:01:28.880 Do you do radio ads? He was like, no, no, no. I was like, okay, let's zoom out even further. 19 00:01:28.880 --> 00:01:34.000 I was like, do you do cold calls? Do you do cold emails? Do you do cold voice mail drops? He's like, 20 00:01:34.000 --> 00:01:40.080 well, no. Okay, let's zoom out even further. Do you make content for chiropractor? He's like, well, 21 00:01:40.080 --> 00:01:46.240 no. On any platform? No. Okay. So what we just walked through is one of the multiple different 22 00:01:46.240 --> 00:01:49.760 frameworks I'm going to walk you through in terms of how you can uncap your mindset so you can 23 00:01:49.760 --> 00:01:54.560 realize how big the industry is that you're probably in really are. And the reason this is so 24 00:01:54.560 --> 00:01:59.600 important is because many people hit this first plateau and then think, oh, I should start a new 25 00:01:59.600 --> 00:02:04.000 business. Oh, I should start a new product line. When really they need to confront the problem 26 00:02:04.000 --> 00:02:09.120 ahead, which is they don't know how to get more customers within their current niche or space. 27 00:02:09.120 --> 00:02:14.000 And the easiest way to know that it's your mindset that's kept not your market is just Google how 28 00:02:14.000 --> 00:02:17.680 big the market is that you're in. If you're an HVAC and you're making two million bucks a year 29 00:02:17.680 --> 00:02:24.640 and it's a $50 billion industry, guess what? You're probably not capped. So here's how we walk through 30 00:02:24.640 --> 00:02:30.320 it. Number one, from the marketing perspective, you have your method, which is the biggest thing you do. 31 00:02:30.320 --> 00:02:35.200 It's running paid ads. It's making content. It's doing outreach. It's getting referrals. It's 32 00:02:35.200 --> 00:02:39.920 getting affiliates. Those are the methods that you do to get customers. Underneath of that, 33 00:02:39.920 --> 00:02:44.960 you've got the platforms that you do that method on. So you've got Facebook. You've got phones. 34 00:02:44.960 --> 00:02:50.080 You've got email. You've got Hulu. You've got YouTube. You've got Tabulu. You've got Google at like, 35 00:02:50.080 --> 00:02:54.800 there's so many different places that it's gonna grab. Underneath of that, you've got the media 36 00:02:54.800 --> 00:02:58.880 on the platform. So if I'm on Instagram, I can go Instagram DMs. I can go Instagram stories. I 37 00:02:58.880 --> 00:03:04.720 can go Instagram posts. I can go Instagram Reels. I have all these different media within the platform. 38 00:03:04.720 --> 00:03:10.160 And on top of that, one level below that is how much volume am I doing within that media? Am I 39 00:03:10.160 --> 00:03:15.920 posting one story a day? One story a week? Am I posting multiple stories a day? Multiple posts a day? 40 00:03:15.920 --> 00:03:20.160 What's my vibe? Am I spending a hundred dollars a day? Or a thousand dollars a day? Or a hundred 41 00:03:20.160 --> 00:03:26.320 thousand dollars a day. So each of these are levers. And this is just framework number one in terms of 42 00:03:26.320 --> 00:03:32.880 how much available is out there. And if you've just done one method on one platform with one medium 43 00:03:32.880 --> 00:03:37.760 and you haven't increased the quantity of that thing. And here's the telltale sign. If there are 44 00:03:37.760 --> 00:03:43.040 other people in your market, marketing to the same audience. So like that car practice agency, 45 00:03:43.040 --> 00:03:48.400 if there are 50, a hundred other agencies that market to car practice and they're all marketing 46 00:03:48.400 --> 00:03:54.240 on Facebook, which many of them were, we're still probably are, then you could probably add up 47 00:03:54.240 --> 00:03:59.600 all of the ad spend of every one of those agencies together. And that just gives you an idea 48 00:03:59.600 --> 00:04:03.920 of how much there is available in terms of numbered new clients per month that all of them together 49 00:04:03.920 --> 00:04:11.600 are selling just on Facebook ads. Your market isn't capped. Your mindset is capped. Now, 50 00:04:12.480 --> 00:04:16.400 rewind real quick. If you're trying to pick what market you're going to go in, I talk about this 51 00:04:16.400 --> 00:04:19.840 in my book. I don't really know how it all offers. There's four things I want to look at. Number one, 52 00:04:19.840 --> 00:04:23.920 are they in pain? Am I actually solving a problem for someone? Number two, are they easy to find? 53 00:04:23.920 --> 00:04:28.160 Because if I can't find them, I can't sell them, right? Number three, do they have the money to 54 00:04:28.160 --> 00:04:31.840 spend in order to buy my thing? Because if I'm trying to sell to broke people, it's probably not 55 00:04:31.840 --> 00:04:36.080 going to be good idea. Number four, are they growing? I don't want to be selling to newspapers. I want 56 00:04:36.080 --> 00:04:40.320 to be selling to something like old people that are, there's more of them every single day that are 57 00:04:40.320 --> 00:04:46.240 retiring, right? So I want to go where the wins are. So if I have a market that checks all four of 58 00:04:46.240 --> 00:04:52.000 those boxes, then I know I'm at least in a good opportunity. Now, once I have that in place, 59 00:04:52.000 --> 00:04:56.080 and I looked at the four variables that I talked about earlier, can I do a new method? 60 00:04:56.080 --> 00:05:00.000 Can I do it on a new platform? Can I expand a multiple types of media within the platform 61 00:05:00.000 --> 00:05:04.560 currently on? Can I increase the volume that I'm currently doing in the mediums that I have, 62 00:05:04.560 --> 00:05:09.520 right? These are the things you could do immediately to get more customers, get more leads today. 63 00:05:10.640 --> 00:05:14.560 The next way to think about this is let's say you've capped all of those things, 64 00:05:14.560 --> 00:05:19.120 all right, which is probably not true. But let's say you did because we're going into 65 00:05:19.120 --> 00:05:22.560 fantasy land here, okay? We're going to magic ride together. We're going to round this magic 66 00:05:22.560 --> 00:05:28.960 carp ride to me a good time. I'm going to introduce you to what I call the pyramid of markets, 67 00:05:28.960 --> 00:05:33.280 all right? There are five directions that you can go in any marketplace to expand. I'll tell 68 00:05:33.280 --> 00:05:38.800 you a story of when I learned this. So I went to this meetup of eight entrepreneurs. Together, 69 00:05:38.800 --> 00:05:44.480 we were doing $500 million a year in revenue. So this was like a multi-billion dollar room, 70 00:05:44.480 --> 00:05:47.520 which is kind of cool. And I was one of the smallest guys there. I think I was doing 30-ish 71 00:05:47.520 --> 00:05:51.280 million a year at the time. So I was small. There's only eight guys do the math. I was one small 72 00:05:51.280 --> 00:05:56.240 guy's. And the thing is is that I saw all these guys go around and gals. There was girls or two. 73 00:05:56.240 --> 00:06:00.720 And they were talking about their businesses and take this the way I mean it. I was like, 74 00:06:00.720 --> 00:06:04.880 these guys aren't smarter than me. And I didn't feel like they worked any harder than me. I was like, 75 00:06:04.880 --> 00:06:09.600 why are they making so much more money than me? Two main factors. Number one, almost all of them 76 00:06:09.600 --> 00:06:15.280 had been a business longer than me. Big lesson. Big shit takes time. And I had to learn that. Like, 77 00:06:15.360 --> 00:06:20.720 I want you to feel that because it took me a long time to learn. All right. There's not many 78 00:06:20.720 --> 00:06:27.280 billionaires under 30. There's like that made it themselves. Like 10 in the whole fucking world. 79 00:06:27.280 --> 00:06:31.200 Right. There's not a lot of them. And fact-takers maybe is 20. Who fucking dares? It's not a lot. 80 00:06:32.800 --> 00:06:37.120 The second lesson that I learned is that all of them were going after bigger markets than I was. 81 00:06:37.120 --> 00:06:41.280 All right. Because at a certain point, you do saturate a niche. And I'm going to give you context 82 00:06:41.280 --> 00:06:45.760 to what that means. So Jim Wonch was a licensing company. We specifically, at the time, only 83 00:06:45.760 --> 00:06:49.440 focused on microgems. Now we do health clubs and microgems because they expanded the market, 84 00:06:49.440 --> 00:06:54.320 right? And I'll tell you exactly the process in a second how we did that. But within that pie, 85 00:06:54.320 --> 00:07:00.000 there was only 50,000 microgems in the United States. We'd already spoken with 20,000 of them. So 86 00:07:01.120 --> 00:07:06.640 we had absolutely and still do have really maximized every media, every channel we call, 87 00:07:06.640 --> 00:07:09.840 call, we call to email, quote to you, we run ads on Google, we run YouTube, we run some Facebook 88 00:07:10.000 --> 00:07:14.640 runs, Instagram, we make content like we do all the stuff, we have books, we have free trainings, 89 00:07:14.640 --> 00:07:18.720 we like we do all that stuff there. And we have really done a good job building a market 90 00:07:18.720 --> 00:07:23.760 leading business there. But again, it wasn't as big as theirs. And that's why we decided to open 91 00:07:23.760 --> 00:07:26.640 up another avenue. And that's where the pyramid comes in. So that's what we'll talk about. 92 00:07:27.360 --> 00:07:32.400 So if you imagine a pyramid in your head, okay? And you're currently at the middle. And I'm not 93 00:07:32.400 --> 00:07:37.120 going to use gyms. I'll use salons to give a different example to mix it up. So if you deal with 94 00:07:37.120 --> 00:07:41.840 hair salons for whatever you maybe sell hair stuff or maybe you sell equipment or maybe you sell 95 00:07:41.840 --> 00:07:46.080 consulting services or maybe sell marketing, it doesn't really matter. You sell to salon owners. 96 00:07:46.080 --> 00:07:53.440 Okay. That's your current market. You can go in five directions. Okay? Number one is you can go 97 00:07:53.440 --> 00:07:57.840 up market. That means on the pyramid, there are fewer people on the higher part of the market and 98 00:07:57.840 --> 00:08:02.560 they cost more, but they spend more typically higher quality customers. That's where you go into 99 00:08:02.560 --> 00:08:07.680 enterprise sales. It's bigger stuff. We're talking franchise zords as in people with hundreds 100 00:08:07.680 --> 00:08:13.760 of locations under one umbrella or multi location or chain owners. That's up market for salon owners. 101 00:08:15.680 --> 00:08:20.240 Real quick guys, you guys already know that I don't run any ads on this and I don't sell anything. 102 00:08:20.240 --> 00:08:23.680 And so the only ask that I can ever have are you guys that you help me spread the words we can 103 00:08:23.680 --> 00:08:28.480 out more entrepreneurs, make more money, feed their families, make better products and have better 104 00:08:28.480 --> 00:08:33.040 experiences for their employees and customers. And the only way we do that is if you can rate and 105 00:08:33.040 --> 00:08:37.600 review and share this podcast. So the single thing that I have to do is you can just leave a review, 106 00:08:37.600 --> 00:08:41.760 but take 10 seconds or one type of the thumb to the absolute world to me and more importantly, 107 00:08:41.760 --> 00:08:43.440 it may change the world for someone else. 108 00:08:45.520 --> 00:08:49.760 Down market, the second direction you can go is you go to hairstylist. You talk about people who 109 00:08:49.760 --> 00:08:55.440 are renting chairs and doing hair with their hands full time, not running the business of hair. 110 00:08:55.440 --> 00:08:59.280 There's 10 times more of them than there are of these and there's one tenth as many 111 00:08:59.280 --> 00:09:05.280 up market as there is down. So imagine a factor of 10 or sometimes more as you move up or down 112 00:09:05.280 --> 00:09:10.720 the ladder or the pyramid. The third direction you can go is you can go adjacent. So that means 113 00:09:10.720 --> 00:09:16.000 like side stepping. So what's something that's similar in nature, but not exactly the same. That 114 00:09:16.000 --> 00:09:22.960 would be like a lash and nails place or a lip place, whatever. Some sort of side market like 115 00:09:22.960 --> 00:09:27.760 med spas might depending on the aesthetics of it might be one there too, right? So there's 116 00:09:27.760 --> 00:09:32.160 different adjacent markets of it. If I were a chiropractor, it might be physical therapy. Like 117 00:09:32.160 --> 00:09:36.640 they're similar, but different, right? You want similar business characteristics, similar 118 00:09:36.640 --> 00:09:42.240 avatars in terms of the owner, similar types of customer within the same larger industry. Now, 119 00:09:42.240 --> 00:09:46.400 when you do that, you just open up another vertical and you attack it the same way you did your 120 00:09:46.400 --> 00:09:52.000 first one, right? The fourth direction you can go is you actually go broader. So if you had our 121 00:09:52.000 --> 00:09:57.440 original pyramid of the salon, now imagine a pyramid that's all the way like this and it includes 122 00:09:57.440 --> 00:10:03.920 all the adjacent pyramids within it, which would then just be beauty. So that includes medspot owners, 123 00:10:03.920 --> 00:10:10.640 lash owners, Botox places, which is medspas, salon owners massage studio like all of that kind of 124 00:10:10.640 --> 00:10:16.400 falls in the same psychographic. They serve the same customer, right? So that would be going broader. 125 00:10:16.400 --> 00:10:22.000 If we wanted to really open up the net. Now, the last direction you can go and this is an 126 00:10:22.000 --> 00:10:26.880 interesting point is the only one that makes your markets smaller, but it doesn't necessarily mean 127 00:10:26.880 --> 00:10:31.920 you make less money, which is you could become narrower. And so what that means is instead of just 128 00:10:31.920 --> 00:10:38.560 being all salon owners, it might be salon owners who specialize in extensions or a blow hair 129 00:10:38.560 --> 00:10:43.200 place. You know, they just do the Brazilian blowouts like they're just doing that specific thing. 130 00:10:43.840 --> 00:10:48.720 And what's interesting is oftentimes when you're doing niche down, sometimes you can still make 131 00:10:48.720 --> 00:10:53.200 more money because of all the points I said earlier, which is you're not even close to tapping the 132 00:10:53.200 --> 00:10:57.280 methods, the platform, the media, or the total amount of volume you need to do to reach all of those 133 00:10:57.280 --> 00:11:02.640 people within that niche. And so then when you niche down, become more specific with your messaging, 134 00:11:02.640 --> 00:11:08.080 your offer, and the value deliver. Because if you can make this one specific avatar 10 times more 135 00:11:08.080 --> 00:11:12.560 money than the broad avatar, you should absolutely niche down on that one and be specific in your 136 00:11:12.560 --> 00:11:17.040 messaging. And we've done this with companies and doubled or tripled or sometimes 5x the revenue 137 00:11:17.040 --> 00:11:23.040 business despite cutting down who they market to by like 85% by getting really specific about who 138 00:11:23.040 --> 00:11:28.640 we serve best. And so big picture zooming all the way back out. If right now you're not getting as 139 00:11:28.640 --> 00:11:33.200 many leads as you want and you think that your market is saturated because of what you do and 140 00:11:33.200 --> 00:11:36.800 realistically all you did is you know there's five other competitors and you think you have 20% 141 00:11:36.800 --> 00:11:40.880 of the market. You should be looking the way an investor looks at the marketplace and says, 142 00:11:40.880 --> 00:11:47.840 this is a 60 billion dollar industry. I have not even one percent of this industry in order 143 00:11:47.840 --> 00:11:52.320 for me to reach everyone before even going into this second pyramid of how I can expand. 144 00:11:53.040 --> 00:11:57.440 I should be looking at saying I've already talked to 40% of the industry like you talked to 40% 145 00:11:57.440 --> 00:12:02.320 of the industry. You have all of my blessing to start the next vertical or move one of those five 146 00:12:02.320 --> 00:12:06.720 directions. The last thing I'll do is I'll tell you the end why we decided to do health clubs as our 147 00:12:06.720 --> 00:12:12.400 next move within the licensing business at Gemwatch. But my whole point here is you have your 148 00:12:12.400 --> 00:12:17.440 four initial levers that you can immediately pull to grow how many leads you're getting and you 149 00:12:17.440 --> 00:12:23.280 probably haven't even done one of them. So do one of them do another one of them and then eventually 150 00:12:23.280 --> 00:12:27.360 try and do them all. And if you're like, man, that's going to take a long time. Welcome to the 151 00:12:27.360 --> 00:12:32.720 main point I had originally which is it takes time to build big shit. Usually there's this big 152 00:12:32.720 --> 00:12:36.800 checklist that you probably already know as an entrepreneur of what I call the should do. I know 153 00:12:36.800 --> 00:12:40.400 I should be calling my leads faster. I know I should be following up better. I know I should be 154 00:12:40.400 --> 00:12:44.080 making more content. I know I should start a quote call thing. I know I should be running ads on 155 00:12:44.080 --> 00:12:48.560 more platforms. But you're not. And so instead of just doing the easy thing which is just going 156 00:12:48.560 --> 00:12:52.640 straight to your warm audience and trying to make it another offer confront the work that has to 157 00:12:52.640 --> 00:12:57.280 be done to build the much larger enterprises search one avatar. Now let me tell you about why we 158 00:12:57.280 --> 00:13:03.040 decided to do health clubs. So when we looked at our adjacent markets at gym launch, we have 159 00:13:03.040 --> 00:13:07.520 microgemoner. So a microgemoner is a lot of those boutique studios. So you see the orange 160 00:13:07.520 --> 00:13:12.160 theories, the F45s, the cross fits the whatever those types of businesses to be clear. This is not 161 00:13:12.160 --> 00:13:16.880 affiliation with any of those. This means just naming them. Those types of businesses where you 162 00:13:16.880 --> 00:13:22.640 have large group training facility where you have like 10 to 25 people in a class setting that are 163 00:13:22.640 --> 00:13:27.600 doing usually circuit training of some sort. All right. They became really popular right after the 164 00:13:27.600 --> 00:13:31.760 crash in 2008 because people couldn't afford personal training anymore. And so group training 165 00:13:31.760 --> 00:13:35.600 became the more economic option. And then there was a big opportunity there. And then it got super 166 00:13:35.600 --> 00:13:42.720 super flooded with people in that market. Anyways, I will go into gym history. But the reason that we 167 00:13:42.720 --> 00:13:48.160 decided to go up market rather than down market, you're like, wait, why is that one saturated? I'll 168 00:13:48.160 --> 00:13:52.480 tell you because literally the amount of gyms per capita in marketplaces that were people who were 169 00:13:52.480 --> 00:13:59.040 interested in buying like the we're talking thousands that like cross it dropped by 30% because 170 00:13:59.040 --> 00:14:02.160 their gyms went out of business because there were too many of them. Used to be able to just like 171 00:14:02.160 --> 00:14:06.400 open a cross fit and then like it would just fill up. And now there was like 20 cross fits in a 172 00:14:06.400 --> 00:14:14.080 city. And then that same base got divided by 20. And then people got hurt. Anyways. So we could have 173 00:14:14.080 --> 00:14:20.320 gone down market to personal trainers. We could have gone market health clubs. We could have gone 174 00:14:21.120 --> 00:14:26.560 to physical therapists or car practice was actually very similar in nature. We could have gone to 175 00:14:27.200 --> 00:14:33.920 any type of health studio in general if we wanted to go broader. Or we could have gone more narrow 176 00:14:33.920 --> 00:14:38.480 which at that point, we had already taken that big narrow step, which was 30 customers signed 177 00:14:38.480 --> 00:14:42.640 lease one employee for a micro gym owner. So like we were very specific on who we knew. And so 178 00:14:42.640 --> 00:14:46.000 we'd already taken that step. But those were the directions we could have gone in. The reason we 179 00:14:46.000 --> 00:14:52.320 went to health clubs is that I asked our team one question. I said of these different potential 180 00:14:52.320 --> 00:14:58.240 avenues or avatars that we could pursue who do we provide the most value to by absolute metrics 181 00:14:58.240 --> 00:15:05.360 in terms of dollars made. And it was by like it was no contest health club owners we were able to 182 00:15:05.360 --> 00:15:11.600 immediately make them like tens of thousands of dollars within the first like month by restructuring 183 00:15:11.600 --> 00:15:15.600 some of the things that we could do within their business. And then like doubling or tripling 184 00:15:15.600 --> 00:15:20.320 their bottom line by adding by reorganizing their onboarding process reorganizing their sales 185 00:15:20.320 --> 00:15:24.560 process how they handle retention and how they handle upsells for personal training and supplements 186 00:15:24.560 --> 00:15:29.280 and things like that within their space. And it turned out that those business owners were actually 187 00:15:29.280 --> 00:15:34.640 even better fits in a lot of ways because they were business owners first a lot of micro gym owners 188 00:15:34.640 --> 00:15:39.280 are fitness passionate first business second. And so we have to break a lot of beliefs with them to be 189 00:15:39.280 --> 00:15:43.920 like it's okay to sell it's okay to charge more like don't sell from your own wallet like 190 00:15:43.920 --> 00:15:47.680 supplements aren't evil like having multiple revenue streams like maybe you should pay people 191 00:15:47.680 --> 00:15:50.960 on time like there are things that we have to do to smaller businesses are I'm just being real like 192 00:15:50.960 --> 00:15:53.760 it is what it is like some people started out and they don't know and that's fine that's why we're 193 00:15:53.760 --> 00:15:58.640 here. But with the health club owners there already have 10 employees they've already put 500 194 00:15:58.640 --> 00:16:03.920 thousand dollars into the facility like they understand return on capital. And so for them when they 195 00:16:03.920 --> 00:16:09.280 saw what we could make them versus what it cost it was a much more of a no brainer than someone who's 196 00:16:09.280 --> 00:16:14.240 still always worried about how they're going to pay payroll tomorrow. The personal trainer version 197 00:16:14.240 --> 00:16:19.840 of that for that business we could add less value there's way more of them but for us I tend to 198 00:16:20.640 --> 00:16:25.040 if you've noticed any of the business that I do I tend to go up market because I prefer to always 199 00:16:25.040 --> 00:16:31.120 sell to better customers that's me and I also like building things top down in general and I kind 200 00:16:31.120 --> 00:16:35.280 of started in the middle there because we weren't at we weren't at enterprise health club multi 201 00:16:35.280 --> 00:16:39.120 you know location and we weren't a personal trainer and that was basically because I didn't know 202 00:16:39.120 --> 00:16:42.480 the stuff that I'm sharing with you right now when I started that business but I did know enough 203 00:16:42.480 --> 00:16:46.640 to stick with what I picked and so if I started over again maybe I would have started health clubs 204 00:16:46.640 --> 00:16:53.920 but I picked what I had and I we built a great business off of that so to wrap that up the reason 205 00:16:53.920 --> 00:16:57.840 we picked the health clubs was because we could provide more value to them more consistently and we 206 00:16:57.840 --> 00:17:03.280 already had multiple channels that we knew could work to acquire them so it was very minimal operational 207 00:17:03.280 --> 00:17:07.760 change we didn't need to learn a lot of new stuff we did a beta test with 20 of them they crushed 208 00:17:07.760 --> 00:17:13.680 it and then we used that data to substantiate how we'd market and set expectations for new health 209 00:17:13.680 --> 00:17:22.880 clubs that would come in of how we could help them improve their job.