VIDEO
TITLE: Most problems can be solved with advertising
URL: https://youtu.be/-nSr93KK7rQ
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/-nSr93KK7rQ?t=0 || Most problems can be solved with advertising
Hey, my name's Alex. I sell luxury homes in Texas. I do uh No, not the luxury homes, the Alex. I do 10 million in revenue. I'd like to get to 30 million. Okay. Uh 10 million in revenue. So that's that's not home. That's not home volume. That's your commission percentage. No, it's like six homes at 1.5 million

[0:22] YouTube https://youtu.be/-nSr93KK7rQ?t=15 || Most problems can be solved with advertising
each. Oh, you're doing 10 million like you've sold $10 million of homes, correct? So, $600,000 whatever or less than that, you know, four 400,000ish in commissions. Uh, net take home is 2 million from the 10\. You build you build. Thank you. Build luxury homes. My bad. I heard sold luxury homes and I

[0:42] YouTube https://youtu.be/-nSr93KK7rQ?t=35 || Most problems can be solved with advertising
was like, okay, understood. Got it. So, 10 topline, two bottom line. Um, and now, sorry, now they're back to reality. What was uh what was the goal? The goal I'm trying to get to 30 million. Okay. Uh my question is how do you attract the top a players and bring them on? It's going to still be the It's

[1:05] YouTube https://youtu.be/-nSr93KK7rQ?t=58 || Most problems can be solved with advertising
interesting. We got a lot of a lot of people questions today. Um it's going to like every business is demand constrained. You're either demand constrained for customers, you're demand constrained for talent. And so most problems can be solved with advertising. It's just who are you advertising to? And so once you realize that like all

[1:22] YouTube https://youtu.be/-nSr93KK7rQ?t=75 || Most problems can be solved with advertising
businesses have advertising constraints. Is it am I doing outreach for customers or am I doing outreach for talent? Am I doing running ads for customers? Am I doing ads for uh people, right? And so how do you find them? You find them the exact same way you find customers. The top players, it'll be outreach primarily, but you can

[1:40] YouTube https://youtu.be/-nSr93KK7rQ?t=93 || Most problems can be solved with advertising
still find a level talent. But if you're looking for like leader leaders, then it's outreach mostly. Just looking for a top a player in terms of sales. Okay. Well, yeah. I mean sales what I was mentioning earlier is super applies but are you looking for sales to sell people on the jobs? Yes, the customer correct.

[2:00] YouTube https://youtu.be/-nSr93KK7rQ?t=113 || Most problems can be solved with advertising
So you did six last year. Mhm. Did you do the sales? Yes. Um it's it's just me in the Got it. Um could you do 18 sales in a year? Yes. Okay. The operational side is not a problem. Okay. The building side is not a problem. It's a problem of finding just one good sales person. You just want to get your time back.

[2:26] YouTube https://youtu.be/-nSr93KK7rQ?t=139 || Most problems can be solved with advertising
Correct. Got it. Okay. Heard. Um, you're it's going to be outreach and I would literally just reach out to other construction sales people who sell luxury. And I've tried that with a nice professional formal letter because from what I heard today, okay, to bring them on and say, "Hey, if you like the opportunity

[2:44] YouTube https://youtu.be/-nSr93KK7rQ?t=157 || Most problems can be solved with advertising
and it didn't work." So, I was just wondering, do you like sales navigator, LinkedIn DMs? Uh, no. I just looked at, you know, the top producers in my area and say, well, a players are obviously working. I would expand the region. I would offer relocation packages um for people who are really good. I would use LinkedIn as

[3:04] YouTube https://youtu.be/-nSr93KK7rQ?t=177 || Most problems can be solved with advertising
primary method, though. Okay. For sure. All right. I know that was a very easy one. Thank you. I'll say this before you jump off. Um, most people here suffer from insufficient volume is that you're not doing nearly enough. It's like I I don't know how many you reached out to, but it's like I reached out to 15 of them

[3:24] YouTube https://youtu.be/-nSr93KK7rQ?t=197 || Most problems can be solved with advertising
and nothing happened. And so it's like you just need to add like two zeros to effort and you'll get what you want. That be real. That's like what it is. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million

[3:42] YouTube https://youtu.be/-nSr93KK7rQ?t=215 || Most problems can be solved with advertising
scaling road mapap which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[3:57] YouTube https://youtu.be/-nSr93KK7rQ?t=230 || Most problems can be solved with advertising
information it'll tell you where you're at and the most important part for you what to do for each of functions of the business across product marketing sales customer success recruiting IT human resources and finance. And so no matter what you're struggling with, someone else has already struggled with it and

[4:11] YouTube https://youtu.be/-nSr93KK7rQ?t=244 || Most problems can be solved with advertising
solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.comroadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will

[4:26] YouTube https://youtu.be/-nSr93KK7rQ?t=259 || Most problems can be solved with advertising
look into business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Coaching Business Fix 50% Churn
URL: https://youtu.be/0C83zGDbSso
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/0C83zGDbSso?t=0 || Helping a Coaching Business Fix 50% Churn
Thank you for uh taking me out for dinner last time. That conversation that we had literally changed my life and changed my business. So, um yeah, I appreciate that. Um can I tell the story of what happened? For sure. We had an event that was scheduled had to get moved. The memo got passed down and everyone found out except for uh one

[0:20] YouTube https://youtu.be/0C83zGDbSso?t=13 || Helping a Coaching Business Fix 50% Churn
sales guy and he sold six people into an event that didn't exist. On like a random Monday, we had six people showing up. came from Israel and he was like, "Hey, I'm here for the workshop." And I was like, "This looks awesome for us. I'm really happy I'm really happy that we that we're in this situation." We've

[0:37] YouTube https://youtu.be/0C83zGDbSso?t=30 || Helping a Coaching Business Fix 50% Churn
always tried to come from the perspective of like when you when you have something that gets messed up, like you can't just like refund somebody cuz they're still net negative, right? Like he still flew from Israel. If I said, "Hey, my bad. Here's the money back." He'd still been like, "Screw this guy."

[0:50] YouTube https://youtu.be/0C83zGDbSso?t=43 || Helping a Coaching Business Fix 50% Churn
Right? And so we had the team spend the day with the the six and then we took them out to dinner. And I I bring that up just because it was a great like example um of like something that took me too long to learn was that like you can't just make it right, you have to make it more than right um in order to

[1:06] YouTube https://youtu.be/0C83zGDbSso?t=59 || Helping a Coaching Business Fix 50% Churn
actually make it right. You know that was obviously a super unfortunate situation and you know every business if you have humans you make mistakes right and so that was a mistake that we had made. I remember hearing the stat from Disney which is that it takes 37 magical moments to overcome one tragic moment.

[1:22] YouTube https://youtu.be/0C83zGDbSso?t=75 || Helping a Coaching Business Fix 50% Churn
And so the moral of that statistic is not let's do 37 magic moments. It's avoid the tragic moments if at all possible. But if you do find yourself in a tragic situation, here's an interesting thing that Leila taught me, which is that believe it or not, the people that you wrong and then super compensate to make it super right become

[1:41] YouTube https://youtu.be/0C83zGDbSso?t=94 || Helping a Coaching Business Fix 50% Churn
your biggest ambassadors. he flew back out and he gave such a heartfelt, you know, you know, story that like it took somebody who was negative and I think, you know, from at least what it sounded like, he was super positive towards us. And I think that that's in some ways, as terrible as it is, when

[2:00] YouTube https://youtu.be/0C83zGDbSso?t=113 || Helping a Coaching Business Fix 50% Churn
you do have one of those tragic moments, just see it as an opportunity to flip someone from a hater into an ambassador rather than being like, "Oh, we got to give these people refunds." It's like no, like we actually get to build a reputation and decide what kind of company we want to be. Where we're stuck at right now, so we're

[2:14] YouTube https://youtu.be/0C83zGDbSso?t=127 || Helping a Coaching Business Fix 50% Churn
selling the backend offer 195 a month um for semi-private. Okay. Um or 4 months for 5.95. Our churn for both of those is 50%. So weighted it's 30% churn. And the reason why we've got such terrible churn is nobody shows up. like 7% of our student body actually shows up to the calls and actually gets the value from the thing they purchased.

[2:40] YouTube https://youtu.be/0C83zGDbSso?t=153 || Helping a Coaching Business Fix 50% Churn
What's the onboarding look like? So, we have the closer um get them to see the calendar of we have eight sessions a week that they can join. So, they show them the calendar, they say, "Okay, which one of these do you think you can come to?" And then they get them to say, "Okay, this one." And then the

[2:57] YouTube https://youtu.be/0C83zGDbSso?t=170 || Helping a Coaching Business Fix 50% Churn
closer says, "Okay, I'm going to tell Jenny who's the coach on that call. She's going to be expecting you." There's two there's two kind of like different angles to attack this. One is the kind of like logistic side which I'm going to cover first because it's easy and just process stuff and the other is

[3:10] YouTube https://youtu.be/0C83zGDbSso?t=183 || Helping a Coaching Business Fix 50% Churn
kind of like the bigger more stuff which is like how do I make our thing easier uh easier and more enjoyable for people to kind of experience. Um on the logistic side I'm assured that you're on my email list. If we had dinner you better be on my email list. U by the way if you got anyone here read the Mosy

[3:26] YouTube https://youtu.be/0C83zGDbSso?t=199 || Helping a Coaching Business Fix 50% Churn
Minute anyone? I think it's the best. Like I think some of the best stuff I put out anyway. It's really good. I think it's really I spend like my Sundays on it. Um anyways, so BAM fam is a way of life. So book a meeting from a meeting, right? And so the sales guy should obviously book to the onboarding

[3:41] YouTube https://youtu.be/0C83zGDbSso?t=214 || Helping a Coaching Business Fix 50% Churn
call, right? Or the whatever. I do think that you probably need to add one onboarding call that's specific to the person, not just have them drop in. How much do you want this to work? Really bad. Okay, so this is what I would recommend doing. You'll probably want to do something in the neighborhood of four to

[3:56] YouTube https://youtu.be/0C83zGDbSso?t=229 || Helping a Coaching Business Fix 50% Churn
six sessions that are one-on-one. I'm just being like now if you need to adjust price in order to do it, fine. But it's four to six sessions of one-on-one before they kind of like qualify to go into the kind of the group setting. And so it's like you you will personally onboard them so that they have this way better buy in. They're way

[4:12] YouTube https://youtu.be/0C83zGDbSso?t=245 || Helping a Coaching Business Fix 50% Churn
like they don't feel like they're just like in no man's land and just getting tossed into the middle of a conversation. Like you kind of like on-ramp them after you have the onboarding which should be and you can you can cut. I mean at the very beginning just do two, you know what I mean? Just to start and

[4:25] YouTube https://youtu.be/0C83zGDbSso?t=258 || Helping a Coaching Business Fix 50% Churn
then you can kind of see how it goes. Um, from there you basically want to keep bam faming um, per session. So all the people are showing up the last five minutes. I would say, "Okay, everybody, let's pull up the calendars. When are you guys showing up again?" Great. And I would book it with everybody so that I'm

[4:40] YouTube https://youtu.be/0C83zGDbSso?t=273 || Helping a Coaching Business Fix 50% Churn
keeping people forward. And you have to back that up with probably the reminder sequence that they're going to get because it's actually a scheduled session. So they should get automated reminders and they should probably get a manual reach out from the person who's running the session of the people who

[4:52] YouTube https://youtu.be/0C83zGDbSso?t=285 || Helping a Coaching Business Fix 50% Churn
are supposed to who are supposed to attend. At the very least, do the automated one. And that would probably get a huge amount of like that will probably do a lot. And so this is actually, believe it or not, this is an onboarding process for a gym. So if you have large group training, if you take people and just toss them into the

[5:06] YouTube https://youtu.be/0C83zGDbSso?t=299 || Helping a Coaching Business Fix 50% Churn
group, it's much harder than having kind of a more dedicated onboarding experience. The ideal is you do like six one-on-one sessions with someone, they feel more comfortable in the gym, they understand people, they understand how the vibe, the culture is, and then they kind of graduate into the group

[5:19] YouTube https://youtu.be/0C83zGDbSso?t=312 || Helping a Coaching Business Fix 50% Churn
sessions. And so what happens also is that the group sessions are now on a pedestal. It's like you're not you're not ready for that yet, right? It's like you got to earn that and all of a sudden it becomes the prize ra that they earned and now they got on board. Does that make sense? Can you see how that would work?

[5:31] YouTube https://youtu.be/0C83zGDbSso?t=324 || Helping a Coaching Business Fix 50% Churn
For sure. Yeah. So this would probably set that up as like a big head long tail sort of pricing system. And the question that you'd ask um if you want to give an AB close for this is you would say would you rather train uh you know start your start your thing in a group or one-on-one with me. That's if

[5:47] YouTube https://youtu.be/0C83zGDbSso?t=340 || Helping a Coaching Business Fix 50% Churn
you're selling if it's somebody else or one-on-one with John. And they're a lot of times they're going to be like I'd rather do it with John. You're like great. say this is the price for that and then you just go for that sale. If it's not, it's like no worries, we can just start you here. Not a big deal. And

[6:00] YouTube https://youtu.be/0C83zGDbSso?t=353 || Helping a Coaching Business Fix 50% Churn
then if you want, if normally you sell six, you can say, you know what, I'm still going to give you one if you do that because it's going to be way better experience for you. So then it feels like a gift and doesn't feel like they're like, well, nah, well now I don't want the group thing, right? So just give them one or two if you if you

[6:15] YouTube https://youtu.be/0C83zGDbSso?t=368 || Helping a Coaching Business Fix 50% Churn
sell a six, for example. Does that make sense? So, um, he presented obviously with a a low consumption issue, which then probably translated into low renewal and probably low high churn. And so, the the the issue that typically precedes that is low consumption, right? And so, in order to first get consumption, you

[6:36] YouTube https://youtu.be/0C83zGDbSso?t=389 || Helping a Coaching Business Fix 50% Churn
know, figured out, I like to get attribution in place. And so, I don't know what kind of tracking he had, but I think he said like 7% or something like that. Um, and so he had some level of tracking which allowed him to even take action on the problem. But most times when I ask more questions, I'd say nine

[6:50] YouTube https://youtu.be/0C83zGDbSso?t=403 || Helping a Coaching Business Fix 50% Churn
times out of 10, the entrepreneur has a problem but doesn't collect any data that precedes the problem. And so then the first step is to just go collect the data. And once you have the data, typically the solutions become obvious. And so a lot of time is wasted in this space of like trying to ideulate and

[7:06] YouTube https://youtu.be/0C83zGDbSso?t=419 || Helping a Coaching Business Fix 50% Churn
figure out this hypothetical solution without any data. And you're like, I don't know, is it this or this or this that we could do? It's like, well, you have no data, so you have no idea. And so you just keep circling. And so when you don't know what to do, get data first and then it makes the path easy.

[7:19] YouTube https://youtu.be/0C83zGDbSso?t=432 || Helping a Coaching Business Fix 50% Churn
So


VIDEO
TITLE: Helping a $4.5M Clothing Brand Scale to $100M
URL: https://youtu.be/0_Yyxwtrt_Q
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:03] YouTube https://youtu.be/0_Yyxwtrt_Q?t=0 || Helping a $4.5M Clothing Brand Scale to $100M
women. It's resort wear. So, uh, swimsuits, coverups, beach dresses. We sell B2B, which is wholesale, and we also do B TOC, which is ecom. Okay. Um, we do four and a half million a year. I would like to be at 100. What percentage uh what percent is is B2B versus TOC? About 50/50 right now. H. Okay. And who's the face of the

[0:24] YouTube https://youtu.be/0_Yyxwtrt_Q?t=17 || Helping a $4.5M Clothing Brand Scale to $100M
brand? Are you the face of the brand or how are you how are you doing? Do you see? Brand doesn't have a face. I'm the designer, but I'm really shy, so I don't really put myself out there and ads and stuff like that. So, who's doing who's who's in the ads? Um, models. Yeah, we have models and customers that do

[0:41] YouTube https://youtu.be/0_Yyxwtrt_Q?t=34 || Helping a $4.5M Clothing Brand Scale to $100M
just UGC stuff. Yeah. Okay. Yeah. So, um, my question is, do I keep the current line, which is u more luxury, more expensive, and kind of scale it that way? I would like to be at 100 in the next 10 years, maybe. So, super aggressive. Yeah. I always like hear it. I'm like, "All right, how long's she going to get?" You

[0:59] YouTube https://youtu.be/0_Yyxwtrt_Q?t=52 || Helping a $4.5M Clothing Brand Scale to $100M
know, it's like the next 10 minutes. Yeah. Or um lower the price and have a more broad avatar. I mean, if you have a premium brand, that's what everybody wants. And so, if you're selling, do you have good margins? Yeah. 20%. Net. Yeah. Okay. Yeah. I I don't think you should lower your price. Um it's a I think there's there's

[1:21] YouTube https://youtu.be/0_Yyxwtrt_Q?t=74 || Helping a $4.5M Clothing Brand Scale to $100M
demand. I mean the thing is is like a lot of women are willing to pay how much is the bathing suit right now 200 up to 400. Okay. So yeah it's premium. Yeah man. How are the is is the is the main cost cost to acquire customers? Is that the main cost in the business? I'm sorry. Is the main cost of acquisition for your

[1:42] YouTube https://youtu.be/0_Yyxwtrt_Q?t=95 || Helping a $4.5M Clothing Brand Scale to $100M
business? Um well because I mean if you're selling $200 bikinis I'm like it's I mean it can't cost you more. I mean, how much does it cost you for a bikini? Maybe 40. 30 to 40 for the $400 bikini. Yeah. So, you're running 9% gross margins, right? Yeah. Okay. So, is the majority of the cost in marketing?

[2:02] YouTube https://youtu.be/0_Yyxwtrt_Q?t=115 || Helping a $4.5M Clothing Brand Scale to $100M
Yeah. For the ecom. Yeah. Yeah. So, the the big thing that we have to solve for in the business long term for like if you want to get to 100 million, you have to build a brand. And the way to build the brand is going to be on customers coming back. So, do you have any idea how many bikinis or other pieces that people buy once they make

[2:18] YouTube https://youtu.be/0_Yyxwtrt_Q?t=131 || Helping a $4.5M Clothing Brand Scale to $100M
their first purchase? Um, so we have about 30% of people that come back and um, yeah, the average spend per order is about $350. Yeah. So all if I were to buy the company today, I would put all my effort in taking that 30 and making it 65. Is how do I get people to like how do I get two out of three people to buy to

[2:40] YouTube https://youtu.be/0_Yyxwtrt_Q?t=153 || Helping a $4.5M Clothing Brand Scale to $100M
come back? Because there's a number of things that that happen there. So it's not just that those customers are worth more. is that if you go from 30 to 65, also the amount of customers that are going to be bringing other people and referring other customers, which is going to be harder to attribute, but

[2:53] YouTube https://youtu.be/0_Yyxwtrt_Q?t=166 || Helping a $4.5M Clothing Brand Scale to $100M
you'll feel it in all the free sales that you'll get because the product's getting better. Fundamentally, that's what begins the brand loop. And so that's honestly that's where like all of my obsession would go is because that's what that's going to be the unlock. Like the reason that big like big companies like the the Gym Sharks of

[3:09] YouTube https://youtu.be/0_Yyxwtrt_Q?t=182 || Helping a $4.5M Clothing Brand Scale to $100M
the world, you know, like the the big, you know, apparel brands that you know of can continue to scale is because as you get into colder and colder market, you have to have an equally strong force that is fighting to keep your business alive. And that's where the brand comes in and repurchases from the base is kind

[3:25] YouTube https://youtu.be/0_Yyxwtrt_Q?t=198 || Helping a $4.5M Clothing Brand Scale to $100M
of what allows that to continue to happen. And if it costs you more to get customers, but then those customers refer other customers, it it lowers your overall blended CAC and allows you to mass like expand to a much larger degree. And so that's why it's like it sounds like a very small metric, but is

[3:38] YouTube https://youtu.be/0_Yyxwtrt_Q?t=211 || Helping a $4.5M Clothing Brand Scale to $100M
it is the thing to solve for um within the business that you're currently in. And so I mean you are in I mean assuming you don't have supply chain issues, you're pretty much in just a direct marketing business. Obviously if you're B2B side that'll scale up. The thing is is as you continue to reinvest

[3:53] YouTube https://youtu.be/0_Yyxwtrt_Q?t=226 || Helping a $4.5M Clothing Brand Scale to $100M
in the brand and and demand continues to rise for it, you'll be able to sell into each of these B2B side even easier because you'll have more leverage because you're like, I'm going to drive foot traffic because people are going to come for my bikinis or my, you know, my my resort wear. Y So you're like, okay, well, how do I

[4:06] YouTube https://youtu.be/0_Yyxwtrt_Q?t=239 || Helping a $4.5M Clothing Brand Scale to $100M
build a brand? Does that mean that I have to put myself out there more? No, you don't. No, no, no, no, no. You don't have to. No, it's really stronger brand. Yeah. Sorry. How do you make a stronger brand? It's going to be the people you choose to associate with. Yeah. So, it doesn't have to be you, but like if you have

[4:20] YouTube https://youtu.be/0_Yyxwtrt_Q?t=253 || Helping a $4.5M Clothing Brand Scale to $100M
five, 10 faces uh that are influencers that okay, that and here's where it gets a little bit more nuanced is you don't want just generic hot chick number six to be the person who's who's representing the brand. Ideally, you want people who have, and you've probably seen this, true followings. And the reason that people

[4:35] YouTube https://youtu.be/0_Yyxwtrt_Q?t=268 || Helping a $4.5M Clothing Brand Scale to $100M
have true followings is because they have provided I mean, they truly have influence, not just like she has a fat butt, you know what I mean? And then they post pictures of it. And so you want somebody who has a personality behind the body uh because they'll actually have a much more more loyal fan base, but also because it'll it'll say

[4:52] YouTube https://youtu.be/0_Yyxwtrt_Q?t=285 || Helping a $4.5M Clothing Brand Scale to $100M
so much about the brands that they're choosing to associate with because the customer is going to know them, not you. And so by them knowing that person, they associate all the values they describe with that person to the brand. So, it's like if you have the options between, you know, uh a girl that's, you know,

[5:08] YouTube https://youtu.be/0_Yyxwtrt_Q?t=301 || Helping a $4.5M Clothing Brand Scale to $100M
probably more higherend, more Aspen Resort, if you will, uh uh and somebody who's more, you know, Carnival Cruise, if you want the the the the luxury buyer, then you want to associate with the luxury girls. Yeah. Does that make sense? Because they all follow those girls for sure. And that way, you won't have all the

[5:26] YouTube https://youtu.be/0_Yyxwtrt_Q?t=319 || Helping a $4.5M Clothing Brand Scale to $100M
complaints that are going to come in because if you go on Carnival Cruise and you put a $200 bikini, they're going to say that you should put in get put in jail, right? But if you do it at Aspen, they'll be like, "Oh my god, it's half off." Uh, and so that's that's really like that's fundamentally what the

[5:39] YouTube https://youtu.be/0_Yyxwtrt_Q?t=332 || Helping a $4.5M Clothing Brand Scale to $100M
associations come from is you need to be really careful about who you curate your your associations with. And then you just double down on that. You'd get as many of them as you can that fit your criteria and then you whitelist them, have them do ads and then also have them run testimonial contests through their

[5:52] YouTube https://youtu.be/0_Yyxwtrt_Q?t=345 || Helping a $4.5M Clothing Brand Scale to $100M
base of the people who buy through their link and then they can do a little giveaway for themselves, some sort of experience or whatever and then you get all the UGC ads that happen as a distribution of their base. So you basically have two levels of leverage in terms of creative content uh to use to

[6:06] YouTube https://youtu.be/0_Yyxwtrt_Q?t=359 || Helping a $4.5M Clothing Brand Scale to $100M
advertise. I said that fast. Does that make sense? Totally. Okay, cool. That's how that's how I'd approach it. Thank you. Yeah, you bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map, which is

[6:20] YouTube https://youtu.be/0_Yyxwtrt_Q?t=373 || Helping a $4.5M Clothing Brand Scale to $100M
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[6:34] YouTube https://youtu.be/0_Yyxwtrt_Q?t=387 || Helping a $4.5M Clothing Brand Scale to $100M
information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so, no matter what you're struggling with, someone else has already struggled with

[6:48] YouTube https://youtu.be/0_Yyxwtrt_Q?t=401 || Helping a $4.5M Clothing Brand Scale to $100M
it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just

[7:01] YouTube https://youtu.be/0_Yyxwtrt_Q?t=414 || Helping a $4.5M Clothing Brand Scale to $100M
book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person


VIDEO
TITLE: When the Only Way to Win is to Stop Playing
URL: https://youtu.be/1-ZAiM_ki3c
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, hiring, mindset

[0:00] YouTube https://youtu.be/1-ZAiM_ki3c?t=0 || When the Only Way to Win is to Stop Playing
So, so going back to this video game analogy, you're on level four. Yeah. You get tired of losing. You start level one, level two, level three. Certainly in some skills like management or fundraising or leadership, you have to beat level four. But is there sometimes another game that you could play where there is no level four and

[0:20] YouTube https://youtu.be/1-ZAiM_ki3c?t=13 || When the Only Way to Win is to Stop Playing
you just go level five? It's a really good question. I think I think it it's basically like what is you know what's the constraint what's the constraint of the system for most entrepreneurs they are the constraint of the system but fundamentally a business has has to have these functions occur and if you were the only entrepreneur in

[0:39] YouTube https://youtu.be/1-ZAiM_ki3c?t=32 || When the Only Way to Win is to Stop Playing
the business or only founder sometimes they're for sure like key people who can come in and can help you out but if these things must occur then like let's say you you get to a point where you need you need to get more leads for your business just keep it simple right okay if I don't know how to advertise

[0:54] YouTube https://youtu.be/1-ZAiM_ki3c?t=47 || When the Only Way to Win is to Stop Playing
advertising must occur it has to happen in some in some form. And so if I never learn the skill, then the only option I have is to go recruit somebody who has the skill. But what if I don't have the skill of recruiting? Now maybe the level four boss becomes a level 4.5 or a 4B, right? Which is okay. Well, I can I can

[1:13] YouTube https://youtu.be/1-ZAiM_ki3c?t=66 || When the Only Way to Win is to Stop Playing
get over this bridge multiple ways. Um, which is actually really interesting because um, this is something I've been thinking a lot about, which is it's actually loops back to what we were talking about with advice. There for sure is bad advice, for sure. But I think there's also a lot of good advice that is half-heartedly executed,

[1:36] YouTube https://youtu.be/1-ZAiM_ki3c?t=89 || When the Only Way to Win is to Stop Playing
which then makes it into irrelevant advice because the execution nullifies the effect. And so I as somebody who gets asked for advice um I have increasingly spent my time on how do I increase this person's conviction around the advice and less on the advice itself because if we use the analogy of a mountain there typically are multiple

[1:59] YouTube https://youtu.be/1-ZAiM_ki3c?t=112 || When the Only Way to Win is to Stop Playing
ways up the mountain like you could make this thing a super viral product you could also you know have a super you know heavy sales team and marketing obviously depends on the goal size right but like let's say somebody has a modest goal of hitting $8 million a or $10 million a year or whatever it is. Um,

[2:14] YouTube https://youtu.be/1-ZAiM_ki3c?t=127 || When the Only Way to Win is to Stop Playing
not a trillion dollar company. Sure, that'll have a more defined path. But if if someone wants to make a $10 million a year business, it's like you could do that a lot of ways, but no matter what way you pick, you have to be committed to it. And so it's like what are the few things that must be true, right? That

[2:29] YouTube https://youtu.be/1-ZAiM_ki3c?t=142 || When the Only Way to Win is to Stop Playing
you have to be committed to. You have to be focused on on whatever that thing is. So you can get good enough at it, you can get deep enough into it that you can actually like break through level five of paid ads, of organic. But if you're if someone were to say, "How do I market this?" like how do we market this

[2:42] YouTube https://youtu.be/1-ZAiM_ki3c?t=155 || When the Only Way to Win is to Stop Playing
podcast hypothetically, right? Um well, we could run ads, right? We could go find affiliates who have audiences um already and then see if there's a way that we could partner with them, have them promote it or come on, whatever. Uh we could u we could just get better at the organic game itself and get really

[3:00] YouTube https://youtu.be/1-ZAiM_ki3c?t=173 || When the Only Way to Win is to Stop Playing
into the nitty-gritty of like retention curves and packaging, clickthrough rates, all that stuff, right? Um and we could go on, right? These are all these different ways. And so, could all of these things result in the views of this going up? Yes. And so if someone says, "Which one should I do?" All of them would work, but they will

[3:17] YouTube https://youtu.be/1-ZAiM_ki3c?t=190 || When the Only Way to Win is to Stop Playing
only work if you do. So then then the problem to solve is which one of these things um does the person have the highest conviction on and and the largest percentage of of existing skills. So So said in the inverse, the smallest skill deficiency between proficiency and where they're currently at. And so that is typically what my

[3:35] YouTube https://youtu.be/1-ZAiM_ki3c?t=208 || When the Only Way to Win is to Stop Playing
follow-up questions will be. Well, have you ever made videos before? Do you know a lot about this? Are you have you ever run media before? Have you ever done paid ads? You know anybody who's run paid ads? Like um or you a natural networker? It's like, oh, I'm a natural networker. It's like boom. This is going

[3:47] YouTube https://youtu.be/1-ZAiM_ki3c?t=220 || When the Only Way to Win is to Stop Playing
to be the highest likelihood path. All of these work. And so it's like two people ask Alex who both have podcasts the same question, how to promote a podcast. And then there's different answers. It's like, well, because they're different entrepreneurs. And so I want to have the shortest gap between where they are and what would be

[4:01] YouTube https://youtu.be/1-ZAiM_ki3c?t=234 || When the Only Way to Win is to Stop Playing
proficient in order for them to get up the mountain. So that's I also think there's like a consciously understanding that you can't pass this level and subconsciously going to the next shiny object. And just to give you two counter examples to having to pass the level. The most extreme Mark Zuckerberg.

[4:17] YouTube https://youtu.be/1-ZAiM_ki3c?t=250 || When the Only Way to Win is to Stop Playing
Yeah. I don't know if you saw any clips with him and Theo, but he still sounds like a robot. He still has no personality. And yet he hasn't kept that from building a trillion dollar company. Sam Alman realizes he's a genius strategist, has all these skills, open AI, he realizes he sucks at hardware. He just paid six

[4:36] YouTube https://youtu.be/1-ZAiM_ki3c?t=269 || When the Only Way to Win is to Stop Playing
and a half billion dollars for Johnny Eyes. That's not going to be a limit for him. So there is a power to knowing Oh yeah. which levels to play and which characters you want to play in those levels as well. Yeah. I think it comes down to like what functions must occur and then it is my job to make sure that those functions

[4:52] YouTube https://youtu.be/1-ZAiM_ki3c?t=285 || When the Only Way to Win is to Stop Playing
happen. Now, the cheapest way, not the fastest, the cheapest way is to learn them yourself, right? And so then you become increasingly stacked with all of these different skills so that you can solve a mer of problems in the business. Um, but if there's a gigantic skill, like I I will probably never be the

[5:09] YouTube https://youtu.be/1-ZAiM_ki3c?t=302 || When the Only Way to Win is to Stop Playing
person who's head of finance. Um, in terms of like operational finance, like I'm not going to run the P&Ls and all that, like I'm just I'm not going to do that. Um, but somebody should we have to have that, right? Um, and so but like I could go learn how to do that. It's just but like it's easier for me to go find somebody

[5:25] YouTube https://youtu.be/1-ZAiM_ki3c?t=318 || When the Only Way to Win is to Stop Playing
else. And so I think uh where basically it's buy or build but done on a n equals one. Am I going to buy this and bring Johnny Ivy in, right? Or am I going to build this within myself or within obviously somebody else? If you want to train up the team, but if we're assuming we're trying to go fast, then no. Am I

[5:39] YouTube https://youtu.be/1-ZAiM_ki3c?t=332 || When the Only Way to Win is to Stop Playing
going to try and learn it or am I going to bring somebody else in? Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the

[5:53] YouTube https://youtu.be/1-ZAiM_ki3c?t=346 || When the Only Way to Win is to Stop Playing
portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the

[6:07] YouTube https://youtu.be/1-ZAiM_ki3c?t=360 || When the Only Way to Win is to Stop Playing
most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to

[6:20] YouTube https://youtu.be/1-ZAiM_ki3c?t=373 || When the Only Way to Win is to Stop Playing
give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at

[6:35] YouTube https://youtu.be/1-ZAiM_ki3c?t=388 || When the Only Way to Win is to Stop Playing
the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $500K Financial Planning Firm Get to $5M
URL: https://youtu.be/18By5rofTbc
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/18By5rofTbc?t=0 || Helping a $500K Financial Planning Firm Get to $5M
and I sell financial planning services to uh young big tech on uh um employees, W2 employees. Uh we do about half a million in revenue. I'd love to be at five million within the next, you know, three years or so. Um and uh what's currently stopping me is just a time resource management uh issue where I'm

[0:19] YouTube https://youtu.be/18By5rofTbc?t=12 || Helping a $500K Financial Planning Firm Get to $5M
currently doing the you know fulfillment of meeting with our our clients and I hired a new full-time associate planner to start to take over those relationships. And so I think my current constraint is figuring out how to replicate teams as I continue to to grow the business. Um we're doing uh relatively we're just

[0:38] YouTube https://youtu.be/18By5rofTbc?t=31 || Helping a $500K Financial Planning Firm Get to $5M
doing organic marketing uh content mostly on LinkedIn. Um and uh write a daily blog which I post to the website uh and an email list, a small email list. How many sales a month did you do? Uh about two two sales a month. And is the model like 1% assets under management? Uh no and that was another question that I wanted

[0:56] YouTube https://youtu.be/18By5rofTbc?t=49 || Helping a $500K Financial Planning Firm Get to $5M
to get your thoughts on was um one of the big swings that I took about four or five years ago is to change the traditional financial planning model. So instead of charging the 1% AUM fee, we charge a 25 basis point AUM fee and then a monthly subscription which is 275. So it nets out to be about 5,000 per

[1:14] YouTube https://youtu.be/18By5rofTbc?t=67 || Helping a $500K Financial Planning Firm Get to $5M
client per year um on an annual basis. Okay. And then obviously bigger clients pay more you know. Okay. On the AUM. Interesting. Okay. Got it. Um Okay. So, typically with your your your type of business, um they're usually demand constrained, not supply constrained. Like managing lots of lots of people and lots of money

[1:37] YouTube https://youtu.be/18By5rofTbc?t=90 || Helping a $500K Financial Planning Firm Get to $5M
usually doesn't actually take too many resources relative to how much they make you. And so, I think that the biggest issue is probably just acquisition. Um so, getting two sales a month is probably the big the big bottleneck. And so I would So what's the big incentive for someone to get on the phone with you?

[1:54] YouTube https://youtu.be/18By5rofTbc?t=107 || Helping a $500K Financial Planning Firm Get to $5M
Um you mean what's in it for them? Like why do they contact us? Uh initially is to get their financial house in order. We do a lot around uh getting people's financial independence like by age 50. Yeah. Um so we're retire with a million dollars. Yeah. Fire movement, you know, our wheel well. Yeah. Um I so you know

[2:12] YouTube https://youtu.be/18By5rofTbc?t=125 || Helping a $500K Financial Planning Firm Get to $5M
as as as much as you may hate what I'm about to say uh there's a reason that all the big dogs do the same exact playbook uh which is they run to either virtual or they run to inerson workshops uh because in one or two days or even a half day you can gain a lot more trust than a very long time online. Um, and I

[2:30] YouTube https://youtu.be/18By5rofTbc?t=143 || Helping a $500K Financial Planning Firm Get to $5M
would probably use that as my lead magnet because that sometimes like for a lot of you guys like one of the biggest levers you can have on like when we unlock like a easy 5X, it's usually something at the very front where it just like we just swap the lead magnet from like hey book a call to hey get

[2:45] YouTube https://youtu.be/18By5rofTbc?t=158 || Helping a $500K Financial Planning Firm Get to $5M
this thing and then a call just happens to be part of it or a workshop happens to be the vehicle for delivering that outcome. And when we do that like that's when all of a sudden your lead flow goes from making two sales a month to eight or 10. And I think that for me that would be the biggest issue. Now you

[2:58] YouTube https://youtu.be/18By5rofTbc?t=171 || Helping a $500K Financial Planning Firm Get to $5M
managing customers, it's like I think I think you just need more cash flow which more customers will help you with and then you can get an account manager who can kind of like run those relationships. But most relationship guys can handle many many many customers because people don't I mean also the

[3:11] YouTube https://youtu.be/18By5rofTbc?t=184 || Helping a $500K Financial Planning Firm Get to $5M
higher up you go they tend to in my experience actually need less. Yeah, that is true. We meet with people on a monthly basis. So we're is that required? Uh it is it's sort of like our our sort of bread and butter. So we're we do a lot of accountability, a lot of like coaching, a lot of like Is that for them to like save more money

[3:29] YouTube https://youtu.be/18By5rofTbc?t=202 || Helping a $500K Financial Planning Firm Get to $5M
and stuff? Save more money, save on taxes, tax projections. Managers are I think I think you're under undercharging and over not overd delivering but doing too much. Yeah. Like meeting every month. That's almost like personal finance coaching more than like wealth management. Yeah. Because I feel like those are two

[3:46] YouTube https://youtu.be/18By5rofTbc?t=219 || Helping a $500K Financial Planning Firm Get to $5M
different offers. So it's like there's a there's the Dave Ramsey of like, hey, stop spending money, silly pants. And then there's the like once I have money, what do I do with it? And I feel like you're kind of blending those, but you're not but you're but you're doing both services and pricing like one

[4:00] YouTube https://youtu.be/18By5rofTbc?t=233 || Helping a $500K Financial Planning Firm Get to $5M
but like lower. So I think on that basically you're not making enough money per customer to do the work you're doing. Okay. Okay. Like 12 meetings a year is a lot. Most of the wealth management firms that like come through here one. Yeah. Maybe quarterly at most. Yeah. Right. And so like you're doing 12 times

[4:19] YouTube https://youtu.be/18By5rofTbc?t=252 || Helping a $500K Financial Planning Firm Get to $5M
the work and billing less. Yeah. So unless you had a tech enabled way of making that the model, I would I would change the pricing. Okay. Okay. Because fundamentally like just for everybody like you're either the volume player and you have tech built in since day one and the entire model model is around cost efficiency or you're

[4:40] YouTube https://youtu.be/18By5rofTbc?t=273 || Helping a $500K Financial Planning Firm Get to $5M
premium. There's really not a lot of room in between like best for least like people it's a hard time for people to perceive that value. So I just think you're doing way too much. Can I ask you this? One one of the reasons why I designed it that way was so that we could fish um further upstream than most financial planning

[4:55] YouTube https://youtu.be/18By5rofTbc?t=288 || Helping a $500K Financial Planning Firm Get to $5M
firms. So we start to work with people in their early 30s, right? When they're making, you know, a few hundred grand a year and then, you know, a lot of those relationships that blossom into people, you know, doing big things at Meta, you know, making five million a year, right? Um do you think that's a smart play or

[5:09] YouTube https://youtu.be/18By5rofTbc?t=302 || Helping a $500K Financial Planning Firm Get to $5M
is that, you know, I don't think it's I don't think it's I don't think it's it's dumb. I think it's I think you have a you have you have you have two elements. you have a personal finance thing and you have an investing thing and you're getting the people who are younger with the personal finance thing and they're still not they don't

[5:24] YouTube https://youtu.be/18By5rofTbc?t=317 || Helping a $500K Financial Planning Firm Get to $5M
have enough assets to make their aum like really worth it. Right. Right. And so like I would probably have a more traditional private wealth management model and if you just find out that get you can acquire customers really easily on personal finance much more easily than you can here but then the ascension is much higher then like

[5:41] YouTube https://youtu.be/18By5rofTbc?t=334 || Helping a $500K Financial Planning Firm Get to $5M
that's a great model. Like I think that's a really interesting play. But I think trying to combine both of them in terms of both the delivery and the pricing. I think that's where it's feels off to me. Okay. All right. Interesting. All right. Appreciate. So I just blew your up. So I apologize. Um we have a whole year. So

[5:56] YouTube https://youtu.be/18By5rofTbc?t=349 || Helping a $500K Financial Planning Firm Get to $5M
you're good. Go for it. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[6:15] YouTube https://youtu.be/18By5rofTbc?t=368 || Helping a $500K Financial Planning Firm Get to $5M
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[6:27] YouTube https://youtu.be/18By5rofTbc?t=380 || Helping a $500K Financial Planning Firm Get to $5M
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[6:41] YouTube https://youtu.be/18By5rofTbc?t=394 || Helping a $500K Financial Planning Firm Get to $5M
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you

[6:54] YouTube https://youtu.be/18By5rofTbc?t=407 || Helping a $500K Financial Planning Firm Get to $5M
out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $4.3M Creator Platform Business Scale to $100M
URL: https://youtu.be/1Grge4LqDlM
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/1Grge4LqDlM?t=0 || Helping a $4.3M Creator Platform Business Scale to $100M
Hey, Alex. Hello. Thank you for the content you create. My name is Man Fatal. I'm the founder of Alan. Okay. So, basically, we sell tools to creators to help them make more money and we also simplify how brands collaborate with creators. Okay. You say tools like software. So, software and ser agency tools.

[0:15] YouTube https://youtu.be/1Grge4LqDlM?t=8 || Helping a $4.3M Creator Platform Business Scale to $100M
So, we have a music label, a creator agency for big creators and then a platform as well. Okay. So, I'm coming to that just in a bit. I know the focus topic. Uh we made around 4.3 million last year. Uh and basically my goal is to try to get to 100 million. All right. Now, the issue here is what's the split between the three in

[0:32] YouTube https://youtu.be/1Grge4LqDlM?t=25 || Helping a $4.3M Creator Platform Business Scale to $100M
terms of revenue? Uh 1 million for the creator agency. Okay. 1.3 million for uh the music label. Uh and then the rest is on the brand side. Okay. My issue here is I got 40,000 creators, but only a thousand are making money. Mhm. Right. And I've been kind of struggling between going on a SAS model to be able

[0:51] YouTube https://youtu.be/1Grge4LqDlM?t=44 || Helping a $4.3M Creator Platform Business Scale to $100M
to scale because when I do any social marketing, we get a creator that comes on board, but they don't make money right away. Uhhuh. So, it's not like you're, you know, and the longer it takes you to recoup your ad spend is not usually a good metric for scalability. So, I'm kind of pivoting. Should I go into a SAS

[1:06] YouTube https://youtu.be/1Grge4LqDlM?t=59 || Helping a $4.3M Creator Platform Business Scale to $100M
model where right whatever I make from the creator, I'll just be like, "Hey, like just pay me that price and I take 0% from you and then I just charge the brands the commission to collaborate with those creators. This way, I can scale the business in a much faster." Uh, say the say the last part again.

[1:22] YouTube https://youtu.be/1Grge4LqDlM?t=75 || Helping a $4.3M Creator Platform Business Scale to $100M
So, instead of me making percentages from creators, Yeah. I provide them the same tools that a lot of them make make money and I keep keep 0%. Okay. But then let's say they have to pay like 20 bucks a month. Sure. But then I still make my money on the upside on the brand side by connecting them with these creators.

[1:37] YouTube https://youtu.be/1Grge4LqDlM?t=90 || Helping a $4.3M Creator Platform Business Scale to $100M
Okay. So switch to a subscription. Switch to a subscription. Yeah. Okay. Um because right now like I have 40,000 creators who signed up but I'm really making money off a thousand. Right. And it's free to sign up and you only get paid if they get paid. Yeah. So um you're in a proumer audience. So if you look at like Shopify

[1:57] YouTube https://youtu.be/1Grge4LqDlM?t=110 || Helping a $4.3M Creator Platform Business Scale to $100M
for example um it's super it's if you look at the amount of people who've tried to build marketplaces almost all of them fail. And it's my opinion that the best marketplaces do run as SAS and then once they get to scale they can they can kind of push more marketplace. like Shopify for example, like it's 29

[2:16] YouTube https://youtu.be/1Grge4LqDlM?t=129 || Helping a $4.3M Creator Platform Business Scale to $100M
bucks a month or whatever it is because they know that the vast majority like they make more money charging $29 a month than getting 4% on zero for the vast majority of stores, but people continue to pay for the hope that someday they will make money. Um, and so I think the idea of switching to SAS is

[2:32] YouTube https://youtu.be/1Grge4LqDlM?t=145 || Helping a $4.3M Creator Platform Business Scale to $100M
not a bad one. Uh, I am concerned about the four businesses that you have. Um, so because in order to win at SAS, you have to be like allin on software. And so the alternative to that would be instead of letting creators come on for free, you would charge them to come on, which you could do. It has like a

[2:54] YouTube https://youtu.be/1Grge4LqDlM?t=167 || Helping a $4.3M Creator Platform Business Scale to $100M
onetime setup fee and then maybe increase the likelihood that they win. Either path would work. But if the ultimate goal is that you want to build a network of creators, then you want to have the lowest barrier possible on the creator side. Um, so I'm still thinking of a free tier and a paid tier with some minor benefits, but then if

[3:13] YouTube https://youtu.be/1Grge4LqDlM?t=186 || Helping a $4.3M Creator Platform Business Scale to $100M
you really want to make money, you got to end up paying subscription. Exactly. Yeah. Yeah. You'll have to play with the feature set because that's always a a Just the path of least resistance to getting to 100 mil. Yeah. So I think I think um adding the subscription for the base and then still maintaining the revenue that you get

[3:31] YouTube https://youtu.be/1Grge4LqDlM?t=204 || Helping a $4.3M Creator Platform Business Scale to $100M
from the the the sponsors makes sense. I would maybe push back slightly on the hypothesis that they can't convert anything because it dramatically decreases the value of the network from the sponsor side. What do you mean? Because some people will pay for impressions. Yeah. And so those guys can for sure deliver those.

[3:52] YouTube https://youtu.be/1Grge4LqDlM?t=225 || Helping a $4.3M Creator Platform Business Scale to $100M
And so maybe there's like two tiers that you can sell. you have another product on the ad side or they're on the media side. Um it's just something to consider. Perfect. Thank you. That's you just validated my thoughts. So Oh, good. Just wanted to make sure I'm thinking the right way. No, I think it makes sense. Yeah, you

[4:05] YouTube https://youtu.be/1Grge4LqDlM?t=238 || Helping a $4.3M Creator Platform Business Scale to $100M
either have to basically have you have to position as higher ticket and do premium white club level on boarding and then select only for the really good creators and that would be like you charge five or $10,000 and you really get them set up or you basically flip the other way, go premium um and then

[4:19] YouTube https://youtu.be/1Grge4LqDlM?t=252 || Helping a $4.3M Creator Platform Business Scale to $100M
it's all based on like basically media arbitrage where you're just running tons and tons of ads. um to get people onto the platform and you just know what your average revenue per per platform user is. Perfect. Thank you. Y so this guy obviously has multiple businesses and he's, you know, sinning. He's doing the cardinal sin of uh

[4:34] YouTube https://youtu.be/1Grge4LqDlM?t=267 || Helping a $4.3M Creator Platform Business Scale to $100M
chasing multiple rabbits or more particularly many women in the red dress. That being said, I still wanted to help. And so he wants to build a software company. If that's really what he wants to build, then he's got to go all in because if SAS is one of the most, if not the most competitive space that's out there. I guess now there's

[4:48] YouTube https://youtu.be/1Grge4LqDlM?t=281 || Helping a $4.3M Creator Platform Business Scale to $100M
AI, but SAS is still competitive. everybody you're competing against has is typically very well funded and also very smart. And so they are going to have significant advantage. And so if you think that you can split your attention and still beat them, it's a tall order, right? And so for him, my whole goal was that at least he had

[5:04] YouTube https://youtu.be/1Grge4LqDlM?t=297 || Helping a $4.3M Creator Platform Business Scale to $100M
clarity on what he needs to do so that hopefully he get that business up and running as fast as possible. Uh so that he could basically shut off the other things and go all in. So if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here

[5:17] YouTube https://youtu.be/1Grge4LqDlM?t=310 || Helping a $4.3M Creator Platform Business Scale to $100M
in Vegas to learn how we scale. And so my team spends two days with you to identify the thing that's holding your business back. And so if that sounds interesting, click book a call.


VIDEO
TITLE: Helping a $500K Coaching Business Get to $2M
URL: https://youtu.be/1aGbrnRQcbc
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/1aGbrnRQcbc?t=0 || Helping a $500K Coaching Business Get to $2M
I have a music lessons and recording studio in Atlanta, Georgia. Um, and your your content, you and I, what you what you've done is profoundly changed my life because you've uh put me out of my comfort zone in how I think. And so I sell music lessons to neurodeivergent kids between eight and 18\. We have a half million dollars of

[0:24] YouTube https://youtu.be/1aGbrnRQcbc?t=17 || Helping a $500K Coaching Business Get to $2M
revenue. Awesome. I think we could be at $2 million of revenue. And what's stopping me is I've realized that the model is completely broken. I'm underpriced. I'm overcompensating the staff. We're underutilizing capacity in terms of square footage, time and and physical space and time. And so my question is, how would you

[0:49] YouTube https://youtu.be/1aGbrnRQcbc?t=42 || Helping a $500K Coaching Business Get to $2M
apply first principles thinking to what I should do now, next, and later? Sure. to run the business that I've got as we make the transition to one that becomes an asset. Yeah. So, um, basically the core so there there's there's two a chunk down version and chunked up version of the core economic engine that makes a

[1:10] YouTube https://youtu.be/1aGbrnRQcbc?t=63 || Helping a $500K Coaching Business Get to $2M
business successful. So, LTV to CAC is the the most the smallest version of that engine. You put some money in, you get more money out. That's the the the gross profit you run the entire business off of. At a higher level, it's return on invested capital, right? So it's like okay that's what the core machine is but

[1:26] YouTube https://youtu.be/1aGbrnRQcbc?t=79 || Helping a $500K Coaching Business Get to $2M
then there's also equipment there's leases there's buildouts there's all that stuff that goes into it that's not typically included in LTBack and then how much does it cost us to build this machine again and again. So that's kind of how I think about it like micro level it's LBD CAC return on invested capital

[1:39] YouTube https://youtu.be/1aGbrnRQcbc?t=92 || Helping a $500K Coaching Business Get to $2M
is what it is at the macro level when you're like opening more and more locations and saying it cost me 500,000 to open a location makes me $500,000 within the first six months. Okay, cool. I've got a 2 to1, you know, return on on capital uh within a year, which is awesome, right? So, let's tactical for

[1:54] YouTube https://youtu.be/1aGbrnRQcbc?t=107 || Helping a $500K Coaching Business Get to $2M
you. So, the nice thing about the music business is that it's actually identical to the gym business. So, I know a lot about it. Um, and so the the the models that I have seen works unbelievably well have been um semi-private models. Um, number one, uh, or, uh, the 30 minute multiple times a week, much higher ticket, um, people, you

[2:16] YouTube https://youtu.be/1aGbrnRQcbc?t=129 || Helping a $500K Coaching Business Get to $2M
know, people stay three, four, five years with music lessons with their their their person. Um, I prefer semi-private because I think you get more loyalty to the brand and it's less about the music teacher who can then leave and then take all of those, you know, students and go private. Um, and so I like semi-private in general. Also,

[2:34] YouTube https://youtu.be/1aGbrnRQcbc?t=147 || Helping a $500K Coaching Business Get to $2M
I'm sure you could sell around the idea that they get a little bit more socialized and it's probably good for them and all that jazz. Um, and in terms of pricing, I want my gross margins to be at least 80%. Ideally, 90. And so, um, now you can do that when you're one on six, harder one-on-one. And so if let's say you have uh six

[2:58] YouTube https://youtu.be/1aGbrnRQcbc?t=171 || Helping a $500K Coaching Business Get to $2M
kids, right, in a class or four, I mean you can you can you can you know level into it, but let's say it's one on four. Keep it math simple. Um and you charge $200 um sorry $50 per session times four kids is 200. You make $200 per session, right? Well, for you to pay for an hour of music teachers time, what does that

[3:19] YouTube https://youtu.be/1aGbrnRQcbc?t=192 || Helping a $500K Coaching Business Get to $2M
cost right now? That would be4 to $50. Okay. So that's 80% right there. So 240. So 80% gross margins right there. Now if you charge 60 bucks a session, you'd be at 240. So then you'd be at like 84, whatever in terms of gross margins. So you're above that. But that's my line. That's my rule of thumb for uh brickandmortar service businesses

[3:41] YouTube https://youtu.be/1aGbrnRQcbc?t=214 || Helping a $500K Coaching Business Get to $2M
is I want it to be over 80. Ideally over 90, but I will not do a business if it has lower than 80% gross margins. Some people do. I just don't like to because you don't have enough cash to do anything. Right. And so then the question is, okay, how do we how do we create the sales process and the positioning so that now you

[3:59] YouTube https://youtu.be/1aGbrnRQcbc?t=232 || Helping a $500K Coaching Business Get to $2M
already are working with a special class of customers? And so I would imagine that you would be able to probably even more easily than a traditional music academy sell at a premium price because if I'm a parent who had a neurode divergent kid, I would be willing to pay for a specialist. And so specialist

[4:19] YouTube https://youtu.be/1aGbrnRQcbc?t=252 || Helping a $500K Coaching Business Get to $2M
prices are a premium. So I think that would work and in terms of the model um you can I mean it's just headcount divided by uh teachers basically but you have to get the the core gross profit right in the business and then everything else kind of flows from there. I'm kind of in the same position that

[4:41] YouTube https://youtu.be/1aGbrnRQcbc?t=274 || Helping a $500K Coaching Business Get to $2M
this guy over here was and I don't have an operator and so I'm kind of in that swamp too and um trying to so we have to get more margin. You have to get more cash flow. Cash flow allows everybody to breathe better. So, okay, I guess that makes sense. Would raise prices and get that a different sort of client um funding.

[5:03] YouTube https://youtu.be/1aGbrnRQcbc?t=296 || Helping a $500K Coaching Business Get to $2M
Sell one on four and say and just sell around the fact that it's a better experience for them because you don't want them to be married to a teacher. You want them to be married to like this is how I would sell. I would say listen Mrs. whatever. Like if your child becomes really attached to a single teacher, then if

[5:24] YouTube https://youtu.be/1aGbrnRQcbc?t=317 || Helping a $500K Coaching Business Get to $2M
that teacher leaves, then all of a sudden this skill that they spent all this time on, they'll associate with the teacher and then all of a sudden they stop playing violin after 5 years. You don't want that. I don't want that. What we want is to create a a positive relationship with the skill so they just

[5:36] YouTube https://youtu.be/1aGbrnRQcbc?t=329 || Helping a $500K Coaching Business Get to $2M
continue for life. Right. Right. And so we facilitate that by having other people in the sessions and so that the teachers sometimes do change so that no one really gets too attached to anybody but they really grow attached to the craft. That's how I would sell. Whether that's true or not, no idea. But

[5:53] YouTube https://youtu.be/1aGbrnRQcbc?t=346 || Helping a $500K Coaching Business Get to $2M
that's I don't but like that's how I'd uh does that make sense? It does. Yeah. So that would be my positioning. And I think if you if you just switch the ratio uh to to one on4 and so okay everybody so if you are capacity constraint so some of you guys are in that position like you you're you can't you can barely handle the customers that

[6:11] YouTube https://youtu.be/1aGbrnRQcbc?t=364 || Helping a $500K Coaching Business Get to $2M
you have right now um you have three solutions. The easiest solution is you just raise prices because if you have supply constrained then that means that you have more demand than you have supply prices go up right and most people just don't do that and just suffer. So just raise the prices make more money. That's solution number one.

[6:28] YouTube https://youtu.be/1aGbrnRQcbc?t=381 || Helping a $500K Coaching Business Get to $2M
The second solution is change client delivery ratio which we just covered. So instead of going one to one, you go one to four. So you get more out of what you already have. This gives you leverage and it gives you cash flow improves your gross margins. The third way is to bring other people in who can do what you do.

[6:43] YouTube https://youtu.be/1aGbrnRQcbc?t=396 || Helping a $500K Coaching Business Get to $2M
Uh which is then delegating you know the responsibility right to somebody else who that's the ultimate leverage so you don't have to do any of it. Does that make sense? So those are kind of like the three steps that I think about when I have somebody who's um supply constrained and they don't have any

[6:55] YouTube https://youtu.be/1aGbrnRQcbc?t=408 || Helping a $500K Coaching Business Get to $2M
time. They can't grow the business and they can't sell more customers, but they need to sell more customers to grow the business. It's the rock and hard place. And the nice thing is we start with price because it's the fastest and easiest one to do. You don't have to do anything. You don't have to change anything. You just say a

[7:07] YouTube https://youtu.be/1aGbrnRQcbc?t=420 || Helping a $500K Coaching Business Get to $2M
different word and then you'd make more money. So our our primary thing when we opened was it was 100% private lessons. Yeah. Uh, and so that's where that's basically the only difference in the the hypothetical gym in gym launch, which I read the whole thing on the plane over here. You know how I didn't know that

[7:24] YouTube https://youtu.be/1aGbrnRQcbc?t=437 || Helping a $500K Coaching Business Get to $2M
book didn't exist until it's a good book. It's awesome. Yeah. But like, so what would the what would the um You can still have oneonone. You can still have oneonone. Just I would predominantly sell semi-private. And if someone's like, "Well, I want the special snowflake treatment." Then you're like, "Awesome. I'll give you

[7:39] YouTube https://youtu.be/1aGbrnRQcbc?t=452 || Helping a $500K Coaching Business Get to $2M
this special snowflake price." Right. How would you design the that uh the the initial offer for that type of model the six week beginner challenge? So I would have so you would know this you would know the outcome better than I do but it would be something whatever whatever the fast outcome that you can

[7:59] YouTube https://youtu.be/1aGbrnRQcbc?t=472 || Helping a $500K Coaching Business Get to $2M
deliver to a kid who's neurody divergent who picks up a violin or whatever the instruments that you teach are right it's like they'll be able to play this like a song in this period of time right now it might not be good but like they'll be able you'll you'll recognize it kind of right uh but like I would

[8:15] YouTube https://youtu.be/1aGbrnRQcbc?t=488 || Helping a $500K Coaching Business Get to $2M
want some sort of discreet outcome um and that would be like an outcome you could also do some sort of uh subjective thing which is that like they rate X or they like you could have a survey at the beginning, serve at the end. That would be kind of more of an internal thing. Got it. But yeah, typically you'll serve you

[8:31] YouTube https://youtu.be/1aGbrnRQcbc?t=504 || Helping a $500K Coaching Business Get to $2M
you'll sell some sort of package up front. I I'm going to guess that the price point for what you're looking at is between 600 and 2,000 um is what the upfront package would be. And then you'd upsell or at least let people go into continuity on the back end. And it probably be somewhere in the neighborhood of like six weeks to six

[8:47] YouTube https://youtu.be/1aGbrnRQcbc?t=520 || Helping a $500K Coaching Business Get to $2M
months. You would know that range better in terms of how long to sell for. Okay. Yeah. And the the best thing the we're drowning in content. We're a recording studio. So these kids are making songs all the time. Yeah. And they should be feeding the marketing, but it's just so much then there's that whole problem. But

[9:03] YouTube https://youtu.be/1aGbrnRQcbc?t=536 || Helping a $500K Coaching Business Get to $2M
yeah, you just need time, man. Like I think what's interesting is that like the more stressed you are, the lower, this is not me. This is not a slight just to be clear. I'm saying in general, the more stressed anyone is, the lower your IQ is. And so I'm saying this to say that again this isn't a youth thing.

[9:19] YouTube https://youtu.be/1aGbrnRQcbc?t=552 || Helping a $500K Coaching Business Get to $2M
I'm saying that the problems that you struggle with when you are stressed, when you have a good night's sleep in a little bit of time, you solve in like five minutes. And so if you want to increase your capacity, it's like, let's solve for capacity. And then a lot of these things that are keeping you up at night, you're

[9:35] YouTube https://youtu.be/1aGbrnRQcbc?t=568 || Helping a $500K Coaching Business Get to $2M
like, oh, we'll just run a six week thing or run a 12-week thing. We'll sell it for this. I can see how the margins work out. And like we already have more demand than we can handle, so it's okay if people say no at our higher prices because we'll make it up in profit anyways on the people who do say yes.

[9:48] YouTube https://youtu.be/1aGbrnRQcbc?t=581 || Helping a $500K Coaching Business Get to $2M
Does that make sense? That wasn't a slight to be clear. I was saying for anybody. That's fine. Yeah. No, it's it's true. So, cool. I appreciate that. Yeah, you bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the

[10:03] YouTube https://youtu.be/1aGbrnRQcbc?t=596 || Helping a $500K Coaching Business Get to $2M
$100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing

[10:17] YouTube https://youtu.be/1aGbrnRQcbc?t=610 || Helping a $500K Coaching Business Get to $2M
where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone

[10:31] YouTube https://youtu.be/1aGbrnRQcbc?t=624 || Helping a $500K Coaching Business Get to $2M
else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on

[10:44] YouTube https://youtu.be/1aGbrnRQcbc?t=637 || Helping a $500K Coaching Business Get to $2M
the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $140M Roofing Company Scale
URL: https://youtu.be/1hcgUXiFYm8
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/1hcgUXiFYm8?t=0 || Helping a $140M Roofing Company Scale
My name's Cody. Um I sell roofs to people. Um we did 140 million uh last year. Trying to do 250 million uh this year. Trying to figure out how to follow the principle of giving away more uh you know guarantees and bonuses when I have such high hard cost. Yeah. And such a high ticket item. Yeah. Well, what are gross margins right

[0:17] YouTube https://youtu.be/1hcgUXiFYm8?t=10 || Helping a $140M Roofing Company Scale
now? Uh 40%. Gross. What's that? 10 to 15. Okay, got it. Um, do you want to sell it or do you just want to keep it forever or? Well, I actually just sold my roofing business and now we're part of a PE firm that that now I'm directing that that entire all. So, are you the platform? Yes. Okay. So, you're the platform. How many

[0:36] YouTube https://youtu.be/1hcgUXiFYm8?t=29 || Helping a $140M Roofing Company Scale
tuckins have they done? Eight. Got it. How long has it been since they started? Uh, about three, four years. Um, I I just got acquired 30 or we just closed 30 days ago and now they're trying to roll everything into my brand and I'm chaos spearhead. Yeah. Yeah. Got it. Okay. So, sorry. go back to the original question because now I

[0:53] YouTube https://youtu.be/1hcgUXiFYm8?t=46 || Helping a $140M Roofing Company Scale
have like better context on this. So how do I give uh you know follow the principle of of give away more value make the you know offer so good it's it's you got to feel dumb saying no when I have such high hard cost I you know I can't really do a money back guarantee I can't really give away more than a you know a roof.

[1:09] YouTube https://youtu.be/1hcgUXiFYm8?t=62 || Helping a $140M Roofing Company Scale
Well, the question is, is that the constraint? Like, is that the thing that's limiting the growth of the business? In in my theory, yes. Because if I create a good enough offer, then I could roll that offer out to the other eight eight other brands and that would be the biggest amount of leverage that I could

[1:22] YouTube https://youtu.be/1hcgUXiFYm8?t=75 || Helping a $140M Roofing Company Scale
deliver, you know, in the shortest amount of time. And is everyone insurance based? Well, that's why they acquired us because we're retail. And so, so you're the only guy selling just new roofs. Everyone else is doing stormchasing and damage repair and like that. Correct. And what they want us to do is

[1:34] YouTube https://youtu.be/1hcgUXiFYm8?t=87 || Helping a $140M Roofing Company Scale
bring the retail model to the other brands. Um, and to add another layer is we sell everything 100% virtually. So no inhome appointments. It's it's all, you know, digital. And so that's what they that's the vision is is taking that, you know, nationwide centralized sales virtually. Correct. So you want an irresistible roof offer.

[1:51] YouTube https://youtu.be/1hcgUXiFYm8?t=104 || Helping a $140M Roofing Company Scale
The greater the change, the greater the risk that the change doesn't yield the outcome that you want in the business. And so fundamentally, you're always making a bet that you're going to get a higher return off of incurring the cost of change than it cost you to do the change, right? And so in this instance,

[2:05] YouTube https://youtu.be/1hcgUXiFYm8?t=118 || Helping a $140M Roofing Company Scale
he is now, you know, 30 days in or 60 days postacquisition of his roofing company getting bought with seven other roofing companies and for them to try and combine them. And he's the one who's supposed to like lead the effort of combining all this stuff. And so the idea of like let's change the offer. The

[2:19] YouTube https://youtu.be/1hcgUXiFYm8?t=132 || Helping a $140M Roofing Company Scale
offer is one of the highest leverage things you can change, but it also affects every department. It changes how you bill. It changes how you sell, changes how you advertise. It changes everything, right? Which is why it can change a business overnight, but it can also destroy a business overnight. And

[2:31] YouTube https://youtu.be/1hcgUXiFYm8?t=144 || Helping a $140M Roofing Company Scale
so when I see a business that in aggregate between those eight has $140 million in revenue and $30ish million in IBIDA, you're talking about a business that's got probably 300 to $400 million enterprise value. I would be very hesitant to immediately change something that's obviously working. And so there's

[2:47] YouTube https://youtu.be/1hcgUXiFYm8?t=160 || Helping a $140M Roofing Company Scale
lesser degrees of change that have higher likelihoods of working that could still materially impact the business in terms of increasing the likelihood that it exits, right? And fundamentally, I'm guessing that's what he wants to get a slice from. Centralizing the sales would allow them to decrease costs because

[3:02] YouTube https://youtu.be/1hcgUXiFYm8?t=175 || Helping a $140M Roofing Company Scale
they could not have guys on the road. It's just cheaper to do it. It's also easier to hire sales people who are remote. All of these kind of downstream cost savings. The other benefit is that when you hire remotely, you have access to a bigger pool. So you can get better salespeople at lower prices who close

[3:15] YouTube https://youtu.be/1hcgUXiFYm8?t=188 || Helping a $140M Roofing Company Scale
more deals and they could cut down all the the real big cost for this business is sales people who are unproductive. All right? So people who are they're losing leads on people who can't close. And so by reducing costs, increasing talent and increasing sales utilization, all three of those things reduce cost

[3:33] YouTube https://youtu.be/1hcgUXiFYm8?t=206 || Helping a $140M Roofing Company Scale
and increase revenue, which could disproportionately drive IBIDA, which is what that company is being valued on. And so when I look at that, I'm like, this is a change that you have to do in order to sell the company and will result in revenue and EBIT growth. And so let's do this massive change first

[3:50] YouTube https://youtu.be/1hcgUXiFYm8?t=223 || Helping a $140M Roofing Company Scale
before risking the biscuit, right? because we might just found out that just from doing that we get a 25% increase in IBIDA and that might be enough just bringing everything together plus adding the 25% you like you might be right as rain and at that point why risk it I feel like if I were in your position the first thing that I would do

[4:06] YouTube https://youtu.be/1hcgUXiFYm8?t=239 || Helping a $140M Roofing Company Scale
would be centralize everything first without trying to change basically I wouldn't I would take the model that I already know works is what was your revenue before you did the before you were acquired okay you're doing 20 so I would like in terms of introducing levels of change so this is actually pretty good for everybody like

[4:21] YouTube https://youtu.be/1hcgUXiFYm8?t=254 || Helping a $140M Roofing Company Scale
I I will typically not try and change like five things at once. And so you centralizing all sales is going to get cost efficiency improvements and you're going to be able to have higher sales utilization. So you probably cut off the bottom third of the sales force that's low performing. That alone might give

[4:37] YouTube https://youtu.be/1hcgUXiFYm8?t=270 || Helping a $140M Roofing Company Scale
you a 25% lift in general because the best sales guys will take more of the sales and you'll have centralized all the costs. Like we have centralized all the cost, right? And so you'll have an increase in revenue and a decrease in cost that's paired. That would probably be my first step. That was part of the acquisition deal.

[4:53] YouTube https://youtu.be/1hcgUXiFYm8?t=286 || Helping a $140M Roofing Company Scale
That's the only way I did the acquisition is if they were going to give me full control and centralize all sales. So, but like I wouldn't I mean I know the question was about roofing. But like that's what I would do first and that will probably take you six months or more. Um realistically um in terms of in terms

[5:08] YouTube https://youtu.be/1hcgUXiFYm8?t=301 || Helping a $140M Roofing Company Scale
of the offer to roofs, um an offer that's worked really well in home services is instead of being a money back guarantee, um I position as a profit guarantee. So, it's like, listen, um, you want your thing to be on time and on budget probably. And so, I guarantee that I will deliver it on time and on budget or I'll give you my

[5:26] YouTube https://youtu.be/1hcgUXiFYm8?t=319 || Helping a $140M Roofing Company Scale
profit, which is 20%. Whatever. And that way, it's like you're not underwater and you still have 40% gross margin, so you're not really losing on the deal. Um, but then people are like, "Okay, so he's got skin in the game." And so that's a way of closing significantly more deals because the two biggest um obstacles that well you would

[5:45] YouTube https://youtu.be/1hcgUXiFYm8?t=338 || Helping a $140M Roofing Company Scale
know this but in most home services it's on time on budget and probably for roofs it's like and how much am I going to be displaced? How much is going to interrupt my life? And so I would put my guarantee around those items and then just have a marginal amount that's back. But it's really just because all they

[6:00] YouTube https://youtu.be/1hcgUXiFYm8?t=353 || Helping a $140M Roofing Company Scale
don't so the big thing that just with guarantees is that people don't want their money back. They want the roof. And so they just want to know that you care enough to make sure the roof gets delivered. And so that's really the the solve for the guarantee is it just pays down risk of them not getting what they

[6:13] YouTube https://youtu.be/1hcgUXiFYm8?t=366 || Helping a $140M Roofing Company Scale
want. And so as long as that gets accomplished, you don't have to do it with money back. You can just do it with some money back that gets them to say yes. Does that help? Does it? Perfect. So he wanted a better offer despite all of those improvements. And I was like, okay, I think I can I could think of something for you. So if you if

[6:28] YouTube https://youtu.be/1hcgUXiFYm8?t=381 || Helping a $140M Roofing Company Scale
you look inside the offers book, page 125, I talk about guarantees. And so this is the guarantee formula. And so whenever you're thinking about adding a guarantee, like this is what I think through. So if you don't X in Y time, we will Z. Like that is fundamentally what a guarantee is. And most people I would

[6:44] YouTube https://youtu.be/1hcgUXiFYm8?t=397 || Helping a $140M Roofing Company Scale
see a lot of times people just say I guarantee it. But that doesn't mean anything. You have to say what the terms of the guarantee are on a timeline. What do I get if you don't perform right? And so with this business and some people use like well I can't give a money back guarantee because I would just lose too

[6:57] YouTube https://youtu.be/1hcgUXiFYm8?t=410 || Helping a $140M Roofing Company Scale
much money. Understandable. Now if you have hard costs like he does then what we can do is we can just give something else. We can either a lesser portion of money we can give something else for free. And so the guarantee is a consideration. It's what are we going to do to show you that we're just as

[7:11] YouTube https://youtu.be/1hcgUXiFYm8?t=424 || Helping a $140M Roofing Company Scale
invested as you in the outcome being positive, right? And so we basically increase we shift some of the risk from the customer onto us. And this is this is all you're doing as a business when you do a guarantee is they take some risk of buying and you're saying, "No, I'm going to take some of that risk."

[7:25] YouTube https://youtu.be/1hcgUXiFYm8?t=438 || Helping a $140M Roofing Company Scale
And so sure, you could take 100%, but in this in this situation, he'd be taking like 200% of the risk. Basically, he'd be losing money, right? And so the idea is again, you can add stuff. So, hey, if you don't get what you want, I can add things, which is like, hey, if you don't hit your goal, I'll add more time, which

[7:41] YouTube https://youtu.be/1hcgUXiFYm8?t=454 || Helping a $140M Roofing Company Scale
does work as a sales tool. Sometimes though, in the actual in the real world, if someone's not getting a result, they're like, I don't want anymore from you. I hate you. Right? And so, it does still work as a sale, but it's one of those like mid, right? Now, alternatively, you can go the reverse direction, which is take away negative,

[7:56] YouTube https://youtu.be/1hcgUXiFYm8?t=469 || Helping a $140M Roofing Company Scale
which is a discount, right? So, hey, I can't give you all your money back, but I can give you back my gross profit or I can give you back 20%, I can give you back 10%. Right? These are all things that you can choose to give back. And the thing is is it just shows that you have skin in the game. And all we have

[8:09] YouTube https://youtu.be/1hcgUXiFYm8?t=482 || Helping a $140M Roofing Company Scale
to think about, this is the point of a guarantee. So I want to make sure I'm very clear here. The point of a guarantee is not to have the craziest guarantee. The point of a guarantee is to maximize net conversions. All right? So we just need to increase sales more than we increase refunds. So proportionally, we net more sales. And

[8:26] YouTube https://youtu.be/1hcgUXiFYm8?t=499 || Helping a $140M Roofing Company Scale
if you can just do 10% back, then that's enough to change behavior. And that's the point. Like if there's no difference between giving 25% back and giving 100% back in terms of the actual performance of the sale, then give 25. And so you can move what you're guaranteeing in order to find the sweet spot and figure

[8:42] YouTube https://youtu.be/1hcgUXiFYm8?t=515 || Helping a $140M Roofing Company Scale
out what's actually compelling to your to your customer. And most times the the things that you want to guarantee around are their biggest fears. In home services stuff, it's usually around time and around budget, right? Are they getting it done on time? Are they getting on budget? If it's other services, it might be different than

[8:56] YouTube https://youtu.be/1hcgUXiFYm8?t=529 || Helping a $140M Roofing Company Scale
that. And so you'll know your services better, but you want to you want to list out what their biggest fears are and then crush those with the guarantee. So


VIDEO
TITLE: “How Do I Hire Better Sales Reps Without Overpaying?”
URL: https://youtu.be/1sifjSspZb8
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/1sifjSspZb8?t=0 || “How Do I Hire Better Sales Reps Without Overpaying?”
solar sales driving around. Yeah. Just did in 10 months you did 500,000. Yep. All right. And we need to get more salespeople in the business. And the biggest lever would be selling remotely, but we're not ready for that yet because we need to get more cash flow. So, let's just do more of what we're currently

[0:18] YouTube https://youtu.be/1sifjSspZb8?t=11 || “How Do I Hire Better Sales Reps Without Overpaying?”
doing, which means we'd have to put in a center tape. Shoot. Yeah. Yeah. My name is Anthony. Uh we sell uh solar to homeowners. Uh but yeah, about 500,000 in revenue. Um but we're operating around 78% profit, so you know, doing pretty well. We'd like to be at uh 3 million. Um and I think the biggest things that's

[0:39] YouTube https://youtu.be/1sifjSspZb8?t=32 || “How Do I Hire Better Sales Reps Without Overpaying?”
stopping us is BDR, our BDR team's performance. Okay. And retention. Yeah. So what's compensation for the BDRS? Yeah. Yeah. So, we do a super small base, 500 bucks every two weeks. So, I think we need to change that. Um, but we do the still uncapped commissions. So, our our industry is usually door knockers, which which has

[1:05] YouTube https://youtu.be/1sifjSspZb8?t=58 || “How Do I Hire Better Sales Reps Without Overpaying?”
just commission only. Yeah. So, we thought we were being competitive with the 500 every two weeks, but uh are those guys doornocking? No, these guys are virtual all over the world. We've tried different people from different places. I think US base is going to be the best with just a higher base. Just not really sure how to

[1:22] YouTube https://youtu.be/1sifjSspZb8?t=75 || “How Do I Hire Better Sales Reps Without Overpaying?”
structure it. So, one thing you can do is do like a try before you buy type situation, which is like we're going to make you a contractor for 30 days, and then if you pass the, you know, pass the KPIs, then we'll we'll roll you in. That way, it's way less of a like, hey, higher and fire, higher and fire. Uh,

[1:39] YouTube https://youtu.be/1sifjSspZb8?t=92 || “How Do I Hire Better Sales Reps Without Overpaying?”
but then that way it's like, and after 30 days, we'll lock in your base. Okay. So, letting them like work for 30 days for kind of like a slightly adjusted lower base just to try it out. Yeah. Okay. Or you could just pay full and just say you have 30 days to prove it. Okay. I mean, we have to think about like what

[1:55] YouTube https://youtu.be/1sifjSspZb8?t=108 || “How Do I Hire Better Sales Reps Without Overpaying?”
are you going to lose money on? You're going to lose money on but like typically they're super padded on the upside. So the base of if you pay somebody like $40,000 a year in terms of what you'd actually pay them, call it 50 for simple math. So it's a,000 bucks a week. If you pay someone for two weeks

[2:09] YouTube https://youtu.be/1sifjSspZb8?t=122 || “How Do I Hire Better Sales Reps Without Overpaying?”
and you don't think they're good, you lost two grand. Like you're running 75 80%, you know, net margins. maybe give up some margin so that you can scale and just get better people in again like the star BDRs are going to probably want some base when they come in because they're like well I got to build I got to build pipeline

[2:30] YouTube https://youtu.be/1sifjSspZb8?t=143 || “How Do I Hire Better Sales Reps Without Overpaying?”
and so it's like how reasonable is it for them to just immediately I don't know but like typically pipeline starts to build up usually within you know especially for a transactional sale like yours in 14 to 30 days anyways. Yeah. Would you say the comp plan is is the biggest lever for this? Yeah. Yeah, I mean you're doing remote

[2:46] YouTube https://youtu.be/1sifjSspZb8?t=159 || “How Do I Hire Better Sales Reps Without Overpaying?”
STRs. They're like you're like we're being competitive. It's like but you're not the remote STRs that that are potentially working for you are comparing your opportunity not to other solar opportunities but to all other opportunities. And so getting $500 every two weeks is like Yeah. 100%. You know, tough.

[3:03] YouTube https://youtu.be/1sifjSspZb8?t=176 || “How Do I Hire Better Sales Reps Without Overpaying?”
Yeah. So fix a comp plan. I would probably fix the comp first. So I think for you it's like fix the comp that gets the better SDRs in. SDRs increase sales, increase sales, increase cash flow, increase cash flow. then we can start investing the extra time into getting the virtual uh sales so that you

[3:17] YouTube https://youtu.be/1sifjSspZb8?t=190 || “How Do I Hire Better Sales Reps Without Overpaying?”
can go from doing, you know, four or five of consults a day to 20 plus and then you can start duplicating that sales process in somebody else. But like that gets us the like let's just do that first. Okay. All right. Thank you. Yeah, you bet. Appreciate it. So,


VIDEO
TITLE: Helping an Auto Repair Shop Hire Better Talent
URL: https://youtu.be/20HYrn6opWI
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/20HYrn6opWI?t=0 || Helping an Auto Repair Shop Hire Better Talent
I do auto hail repair, very niche, hail storms, hail damage on cars, similar to roofing. Uh do 5.5 million, I want to be at 15 million next year. Cool. Uh my biggest constraint is being under 10 million is people leadership. Um so my question is if I'm hiring basically a leadership you know seuite bench COO

[0:21] YouTube https://youtu.be/20HYrn6opWI?t=14 || Helping an Auto Repair Shop Hire Better Talent
CMO that type of thing what have you seen as the most effective way to design compensation and decision-m structure for a team like this so that performance scales without eroding owner control or margins. So I think first off you might be mistitling because at 5-ish million you're probably not truly looking for seuite like actual

[0:42] YouTube https://youtu.be/20HYrn6opWI?t=35 || Helping an Auto Repair Shop Hire Better Talent
seuite. Um you're probably looking more for like a a VP or director um in terms of like titling. Sure. Um that might help with the comp stuff. Um so thing one titles thing two um which role you want what what roles are missing right now? I would say uh I need a a better operations person like a right hand like you're the visionary and

[1:06] YouTube https://youtu.be/20HYrn6opWI?t=59 || Helping an Auto Repair Shop Hire Better Talent
you need someone who likes. Yeah. Okay. Uh so you need an operator. Is that the main one that you need to hire right now? I would say right now that's probably the biggest constraint because everything seems to come back to me in terms of operations. Yeah. So I look at somebody anybody who's done any kind of auto um even

[1:24] YouTube https://youtu.be/20HYrn6opWI?t=77 || Helping an Auto Repair Shop Hire Better Talent
Yeah. Anyone who's done any kind of auto repair stuff might be helpful. Um, in terms of looking for my search, you'll probably do well you there's a there's obviously a bunch of different sources you can do for getting getting talent. My bet would be the two most fruitful would be LinkedIn outreach.

[1:42] YouTube https://youtu.be/20HYrn6opWI?t=95 || Helping an Auto Repair Shop Hire Better Talent
Okay. Um, and as silly as this may sound, even like simple like Indeed ads, um, you'll probably get lower quality candidates from the Indie ads. You could still get lucky. Um, right at the level that you're hiring for is kind of the transition between when you run ads and when you start doing targeted outreach.

[1:56] YouTube https://youtu.be/20HYrn6opWI?t=109 || Helping an Auto Repair Shop Hire Better Talent
uh for the level of person that you're looking for. Um and so I think it'd be targeted outreach. I would look for people who are in auto size as what you're currently doing who are in basically in that role and you say, "Hey, you want to do that thing that you did there over here?" And that's probably like honestly

[2:12] YouTube https://youtu.be/20HYrn6opWI?t=125 || Helping an Auto Repair Shop Hire Better Talent
that's what's going to be. And so from an outreach effort perspective, it's like you'll probably want to reach out to 500 or so. Um and if you're in struggling with your local area, you can offer a relocation package. um it's kind of like a signing bonus to encourage them to come there. Um and that would

[2:30] YouTube https://youtu.be/20HYrn6opWI?t=143 || Helping an Auto Repair Shop Hire Better Talent
probably help you solve um the personnel issue. Uh in terms of what I'd be looking for, you want someone who is a leader, not someone who because oftentimes you'll have people who are they they will trick will trick us entrepreneurs and they'll be like it's all about processes and systems and it's like those people hate talking to people

[2:48] YouTube https://youtu.be/20HYrn6opWI?t=161 || Helping an Auto Repair Shop Hire Better Talent
and that's not what you need relief from right now. You need probably more people to handle Um, which means that when something bad happens, they go to them, not you. And so you need someone who you think your team would admire and look up to their character. Um, because if you find leaders, then they can lead

[3:06] YouTube https://youtu.be/20HYrn6opWI?t=179 || Helping an Auto Repair Shop Hire Better Talent
almost anything. And the auto is just like a bonus. But a really good operator can just come into just about any business and run it because they're usually two levels above. Like they're not fixing cars, they're fixing people. And that's the same. Sure. Appreciate that. And in terms of compensation for something like that, at

[3:23] YouTube https://youtu.be/20HYrn6opWI?t=196 || Helping an Auto Repair Shop Hire Better Talent
level where I'm trying to go, it's going to be it's kind of like a reverse sale. So the offer that you're g giving is going to be proportional to the leverage you or they have over the role. Right? If you have someone who has less experience, they're younger, they're going to have less less leverage, and so you wouldn't have to

[3:38] YouTube https://youtu.be/20HYrn6opWI?t=211 || Helping an Auto Repair Shop Hire Better Talent
give up as much. If someone's done this scaling process two other times before that and taken someone from 5 to 50 times, then they'll probably want more and it might be justified, right? And so I have hard I have a hard time saying like this is the hard and fast way that you should, you know, should do this.

[3:54] YouTube https://youtu.be/20HYrn6opWI?t=227 || Helping an Auto Repair Shop Hire Better Talent
It's going to depend on the talent, but I would say like run-of-the-mill generic, you know, VP ops or director of ops, uh, role. Maybe a GM, general manager. It depends like I'd have to know a little bit more about what the day-to-day is going to look like. Um, but for someone like that, having a small tie to the overall

[4:11] YouTube https://youtu.be/20HYrn6opWI?t=244 || Helping an Auto Repair Shop Hire Better Talent
profitability of the business is not a bad idea. Um, so a good way of doing that is like you run a a profit pool of 10 to 20% that you distribute amongst the leaders and then as the business grows that 10 or 20% that percentage stays the same but the pie increases and so they think like owners like you do

[4:28] YouTube https://youtu.be/20HYrn6opWI?t=261 || Helping an Auto Repair Shop Hire Better Talent
which is like well we're going to bring this other guy in who's also going to be a leader and they have to be willing to bring cut some of their pie up the same way you do because they think it'll expand the overall pie. So it gets them thinking more like an owner um in that perspective. But I like 10ish 15

[4:41] YouTube https://youtu.be/20HYrn6opWI?t=274 || Helping an Auto Repair Shop Hire Better Talent
sometimes in terms of uh profit share pools. And if you want to tie them in to the overall value of the business, the way that I have this conversation, this will go for just about everyone here, um is that you have uh cash flow, you've got sale, you've got risk, and then you've got control, right? And so these are the

[5:03] YouTube https://youtu.be/20HYrn6opWI?t=296 || Helping an Auto Repair Shop Hire Better Talent
four things that come with equity. And most people say they want equity, but you're like, "You want risk?" And they're like, "No, no, I don't want risk." And you're like, "Okay, do you want control?" Because I'm not giving it to you. And they're like, "No, I don't want that." You're like, "Okay, cool."

[5:13] YouTube https://youtu.be/20HYrn6opWI?t=306 || Helping an Auto Repair Shop Hire Better Talent
Um, so that's off the table. That's off the table, but you do want cash flow and you do want the potential for an exit. And they say, "Yeah." You're like, "Okay, cool." So we'll have a profit share pull here to help you with this. And then what we'll do is we'll, you know, you'll have a call a 4% um profits interest in the business.

[5:32] YouTube https://youtu.be/20HYrn6opWI?t=325 || Helping an Auto Repair Shop Hire Better Talent
you'll get 1% uh per year. I'm making numbers up. 1% per year. Um it's phantom though, which means if they leave, it comes back. And then in the time that a sale occurs, they would get to recognize whatever percentage they have. We could accelerate the whole 4% if you wanted to um in the event of a sale. But it's only

[5:50] YouTube https://youtu.be/20HYrn6opWI?t=343 || Helping an Auto Repair Shop Hire Better Talent
if they're there during the sale and they'd been there for at least 12 months or 24 months or something like that. And that gives them the best of both worlds. The only downside of that setup for an employee is that they have to pay regular income taxes on the sale bonus because it'll be structured like an

[6:04] YouTube https://youtu.be/20HYrn6opWI?t=357 || Helping an Auto Repair Shop Hire Better Talent
option. If they didn't want to do that, they would actually have to pay taxes on the equity that they got and not get anything else, which most people don't want to do. Gotcha. And that that you're you're specifically talking about like a COO. That would be like managing multiple shops or upper ops under them type of

[6:20] YouTube https://youtu.be/20HYrn6opWI?t=373 || Helping an Auto Repair Shop Hire Better Talent
thing. No, you want I mean, so if you're going to do this, this is somebody who's going to drive, right? For sure. And then for the ops managers themselves, would you still do that? You could do that on a you could do it on a basis on a shop basis. Yeah. Okay. So that would be separate from Do you have any separate LLC's?

[6:36] YouTube https://youtu.be/20HYrn6opWI?t=389 || Helping an Auto Repair Shop Hire Better Talent
I don't. Okay. Well, something to consider. Um you can still as if you run the P\&L separately, which you probably do as long as the P\&Ls are separate, you could still calculate it that way, but and they're I'm assuming they're brick and mortar, right? Um I have found So who hears brick and mortar? Can I get hands

[6:51] YouTube https://youtu.be/20HYrn6opWI?t=404 || Helping an Auto Repair Shop Hire Better Talent
raised real quick? Okay, perfect. Yeah. So, this will apply to more than just two. Um, if you were if you were doing private expansion, which you are, right? You own all the shops. I have yet to see someone do like an exceptional job expanding without having the equivalent of a an operator boots on the ground in

[7:09] YouTube https://youtu.be/20HYrn6opWI?t=422 || Helping an Auto Repair Shop Hire Better Talent
each store that has no tie to the bottom line. So, I would strongly encourage because that and that doesn't mean that you go to all the people you have now and say, "Here's profit share." Um, it's more like what type of people do I need to what caliber of person do I need to actually have this run so

[7:27] YouTube https://youtu.be/20HYrn6opWI?t=440 || Helping an Auto Repair Shop Hire Better Talent
that I don't need to have all this handholding happening and that type of person might require profit share which then allows you to truly decentralize these and actually have them run kind of more independently which will allow you expand. Gotcha. And then when you talk about like a 10% to an ops manager so they

[7:42] YouTube https://youtu.be/20HYrn6opWI?t=455 || Helping an Auto Repair Shop Hire Better Talent
have that is that of like revenue increase or the total amount. So there's two ways that I like structuring these. We're going to go as deep as you guys want. So there's two ways I like structuring these. Number one is if you have a which I don't think will be the right one for you because in a so for the people who have fast growth

[7:56] YouTube https://youtu.be/20HYrn6opWI?t=469 || Helping an Auto Repair Shop Hire Better Talent
businesses that are not geographically constrained I like doing this which is that you can have a much higher percentage say I'm going to give you 30% of the growth that we had from last year and that becomes the watermark for next year and then you got to grow it again but I'll give you a fat percentage of

[8:10] YouTube https://youtu.be/20HYrn6opWI?t=483 || Helping an Auto Repair Shop Hire Better Talent
whatever you grow it in a in a geographically constrained business like a local business I don't I don't do that because they can't it's tough for them to actually grow then they get really uh discouraged And so I'd rather have them have a profit share percentage profit share of the profit not revenue um that

[8:27] YouTube https://youtu.be/20HYrn6opWI?t=500 || Helping an Auto Repair Shop Hire Better Talent
they're going to get. And I reverse engineer what I think OTE on target earnings should be. So if I think that the caliber of person who I would need to hire for this role should make $150,000 a year because I get questions like should I do 5% or 10% like I don't know what the profit is and you know how

[8:45] YouTube https://youtu.be/20HYrn6opWI?t=518 || Helping an Auto Repair Shop Hire Better Talent
how much effort like there's a lot of variables. 10% would be a lot. Okay. So what's the what is the profit for 10% for one store? Uh I mean margins are 40%. Okay. Well no like what's the Yeah. So well I have I have four locations but one of them is where 80% of the revenue is coming from right now because it's storm related.

[9:03] YouTube https://youtu.be/20HYrn6opWI?t=536 || Helping an Auto Repair Shop Hire Better Talent
Yeah. Okay. Sense. So um monthly we're talking monthly dividing. I won't tell. I'm just thinking in terms of that one store. We'll do the other three. Whatever. Okay. Over three. So, so close to 200 a month in profit. Yeah. For one store. Yeah. Okay. You said you're doing 5.5 million, right? Yeah. Huh? It's 5.5 million. Four stores. Each

[9:40] YouTube https://youtu.be/20HYrn6opWI?t=573 || Helping an Auto Repair Shop Hire Better Talent
one's doing $200,000 a month in profit. No, I was just I was picking one. I said cumulative. Oh, cumulative is 200. Yeah, that's okay. Got it. So, let's say divide it by four, you've got $50,000 a month in profit that's coming in per store. Okay? So, $50,000 a month in profit um per store. If they had 10%, they would get

[9:58] YouTube https://youtu.be/20HYrn6opWI?t=591 || Helping an Auto Repair Shop Hire Better Talent
$5,000 extra a month. They get 60 grand extra. If they're making a h 100red and they can make 160 great two to 400 would be average next year. The only reason why I have the four is because they run without me and it's just there. Fundamentally, we just reverse engineer OT. It could be 5%. I like the

[10:18] YouTube https://youtu.be/20HYrn6opWI?t=611 || Helping an Auto Repair Shop Hire Better Talent
percentage doesn't matter. I just want to reverse engineer how much money do I think this person should make. If they're bad, they'll get fired. If they're mediocre, they make on target. And if they crush it, I want them to make this much money. Sure. So, I just put those lines in the sand. Take that money and reverse in

[10:31] YouTube https://youtu.be/20HYrn6opWI?t=624 || Helping an Auto Repair Shop Hire Better Talent
percentages. And then that's what I present. Okay. Makes sense. Appreciate. No, I appreciate you, man. Congratulations. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200

[10:47] YouTube https://youtu.be/20HYrn6opWI?t=640 || Helping an Auto Repair Shop Hire Better Talent
hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information,

[11:00] YouTube https://youtu.be/20HYrn6opWI?t=653 || Helping an Auto Repair Shop Hire Better Talent
it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and

[11:14] YouTube https://youtu.be/20HYrn6opWI?t=667 || Helping an Auto Repair Shop Hire Better Talent
solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.comromadap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will

[11:29] YouTube https://youtu.be/20HYrn6opWI?t=682 || Helping an Auto Repair Shop Hire Better Talent
look into business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a CFO Turn His Construction Expertise Into a Consulting Business
URL: https://youtu.be/2D1HPz9mQus
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/2D1HPz9mQus?t=0 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
I turn around and grow companies uh small to mid-size businesses and um so my my background is in accounting and finance like that that's what I came up through. So as a CFO of a unicorn tech company then as a CFO of a a billion dollar construction company. So in my business right now the question is I know like the niches are in the

[0:22] YouTube https://youtu.be/2D1HPz9mQus?t=15 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
riches right or the riches are in the niches whatever you know what I'm saying other way around. Um, but like I know I could crush it in construction. That's where I've spent like my entire career like working with all types of construction companies, but I don't want to get pigeonholed and I don't want to get bored by just

[0:39] YouTube https://youtu.be/2D1HPz9mQus?t=32 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
working in one industry. So, it's kind of a a long question here, but like I know with gym launch, you just focus just on just on gym owners, which is, you know, very specific and probably really easy to do, but um or easier to do than just go after super easy. No one else No one else has been able to do it.

[0:59] YouTube https://youtu.be/2D1HPz9mQus?t=52 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
Well, no, easier to go after one ideal customer profile. Yeah. Is what I meant. Versus I go after, you know, I I work with all different types of businesses right now. Yeah. Is it a mistake to do that or should I just like crush it in construction and then go from there later? Yeah, you're drawing a picture.

[1:19] YouTube https://youtu.be/2D1HPz9mQus?t=72 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
Basically, you're like, "Hey, I've got this really easy thing that I'm really good at and everyone loves me and I have all the credibility." Uh, or I could do this really hard thing that I don't have the same experience in or could provide the same amount of value. Which one should I do? Um, not necessarily. you know, but I I'm not

[1:37] YouTube https://youtu.be/2D1HPz9mQus?t=90 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
I'm not trying to go after like HR, consulting, and strategy, finance, marketing, all that stuff. It's it's strategy and finance. It's just whether I niche down even further and just work with construction companies. Yeah. Or I go more broad, right? Yeah. So, um I'll pick out the first two things that you said around pigeon

[1:55] YouTube https://youtu.be/2D1HPz9mQus?t=108 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
holing and boredom. So, that's what this is and then I'll answer the second part of the question. So, um, one, you won't be pigeonhold because if you're in a niche, you can charge niche prices which are higher. You'll have better, all your case studies will be relevant to those customers. They'll be like, "Oh, this is

[2:10] YouTube https://youtu.be/2D1HPz9mQus?t=123 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
for me." It'll be a shoe and deal. You'll sell more. Like, you'll have more customers in a niche than if you go broad. Okay? That's the thing that's counterintuitive. So like if I said I help businesses I will get well if I have a track record in gyms then if I advertise all businesses I will get fewer gyms than if I advertise

[2:32] YouTube https://youtu.be/2D1HPz9mQus?t=145 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
I'm good at business in general. And so oftentimes you'll get higher response rates by just pairing down the messaging and being more specific. But this is the thing that I want to talk about with the boredom things because it'll apply to everybody here. Every business chunked up to the highest level is you with five to seven direct

[2:49] YouTube https://youtu.be/2D1HPz9mQus?t=162 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
reports and they're going to be your marketing person, your sales person, your HR person, your legal IT, finance, CS, whatever. Right? And so in my opinion, every business if you succeed at it at the highest level ends up becoming the same thing. And so the idea of like, oh, I feel like I'm going to be

[3:04] YouTube https://youtu.be/2D1HPz9mQus?t=177 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
in construction forever. You're not. You're going to be managing seven people who run a business. And so whether I'm building software or I'm building, you know, you know, an acquisition, you know, a P firm or I'm building uh, you know, a chain of whitening stores, the actual the actual day-to-day is more or less the same once

[3:22] YouTube https://youtu.be/2D1HPz9mQus?t=195 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
you get high enough up in my opinion, especially if you're, I'm assuming, kind of a business strategy generalist. So then your day-to-day from a boredom perspective, they all end up here. And so I would not use boredom as a reason to not do something because if you win then that's what happens, right? So one, two, the pigeon holeing I

[3:41] YouTube https://youtu.be/2D1HPz9mQus?t=214 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
think you're just going to end up getting better success for better people and be able to charge all all the reasons I talk about niche stuff. Um and so for you my TLDDR is I do think that you should just focus on the thing that you have this massive track record in that you also know how to you can crush

[3:55] YouTube https://youtu.be/2D1HPz9mQus?t=228 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
it for them. Okay, that's what I would do. Cool. Thanks. This is just a nice drawing to illustrate my point. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of

[4:12] YouTube https://youtu.be/2D1HPz9mQus?t=245 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll

[4:25] YouTube https://youtu.be/2D1HPz9mQus?t=258 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and

[4:39] YouTube https://youtu.be/2D1HPz9mQus?t=272 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a

[4:52] YouTube https://youtu.be/2D1HPz9mQus?t=285 || Helping a CFO Turn His Construction Expertise Into a Consulting Business
call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Can You Teach a 50-Year-Old New Behavior?
URL: https://youtu.be/4HngOoPzbhY
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, scaling

[0:00] YouTube https://youtu.be/4HngOoPzbhY?t=0 || Can You Teach a 50-Year-Old New Behavior?
You have a very controversial view that I haven't been able to square. Okay. And the idea that you could teach somebody culture and teach somebody personality, personality traits versus skills versus hard skills. Uhhuh. Have you ever seen that executed outside of acquisition.com? And how do you teach

[0:16] YouTube https://youtu.be/4HngOoPzbhY?t=9 || Can You Teach a 50-Year-Old New Behavior?
a 50-year-old how to change their behavior? Oh, so okay, a couple couple things here just for defining terms. So hard skills, soft skills, I see those the exact same thing. They are just words that people use, but they are fundamentally changes in behavior. So, across the board, thing number one. Um, and how do you change a

[0:36] YouTube https://youtu.be/4HngOoPzbhY?t=29 || Can You Teach a 50-Year-Old New Behavior?
50-year-old's behavior? It will take longer. They're less plastic. Um, but nonetheless, they're still still teachable. Um, on a long enough time because the thing is some people So, everyone is teachable. The question is, is it worth it? And that no that's that that's actually the real that's the organizational question is like buyer

[0:55] YouTube https://youtu.be/4HngOoPzbhY?t=48 || Can You Teach a 50-Year-Old New Behavior?
build is an ROI decision right like should I buy this and what's the likelihood of success and and and somebody coming in uh or immer you know immersion into the business uh versus me you know building this capacity internally how much is it going to cost in both time and money right um and a lot of that's going to come down to your

[1:10] YouTube https://youtu.be/4HngOoPzbhY?t=63 || Can You Teach a 50-Year-Old New Behavior?
efficacy at transferring skills at teaching somebody else how to do something and so um what what part so what part was controversial I'm like I'm so the controversial part is is you don't work so at acquisition.com you recruit for people that want to develop themselves. So you have a very special culture.

[1:28] YouTube https://youtu.be/4HngOoPzbhY?t=81 || Can You Teach a 50-Year-Old New Behavior?
But for the average business, if somebody if CFO comes to me and I want to put them in a public company and I start telling them like you should smile more, you should wave more, that's going to be a very difficult conversation. Yeah. Is that practical or am I missing something? And how do you go about

[1:43] YouTube https://youtu.be/4HngOoPzbhY?t=96 || Can You Teach a 50-Year-Old New Behavior?
changing somebody's what I would call soft skills, which you would call just another type, just a bucket of term bucket of Yeah. It's like here's 28 small, you know, things that you can do differently that will increase the likelihood of people will like you. Um, so I think it would be awkward if I demanded every single

[2:00] YouTube https://youtu.be/4HngOoPzbhY?t=113 || Can You Teach a 50-Year-Old New Behavior?
person does this. I don't demand that everybody smiles. If if somebody has a problem where people are not listening to them and I think that they do have the base skill set, but they're have like they're having difficulty with influencing their co-workers, then I would probably say, "Okay, well, let me

[2:15] YouTube https://youtu.be/4HngOoPzbhY?t=128 || Can You Teach a 50-Year-Old New Behavior?
give you a remedial course on influence, which is here's six things that you're currently doing that decrease the likely they listen to you. So, if we reverse these six things, we'll increase the likelihood that that the the desired outcome happens." Like, and the the the the most difficult part about this is

[2:30] YouTube https://youtu.be/4HngOoPzbhY?t=143 || Can You Teach a 50-Year-Old New Behavior?
actually the observation. Um it's people will use a bucketed term to describe somebody else, right? They'll say this guy has a lot of charisma, but if you ask them why does he have a lot of charisma, that is where people get in trouble because there's so many things you notice that you don't put words to

[2:47] YouTube https://youtu.be/4HngOoPzbhY?t=160 || Can You Teach a 50-Year-Old New Behavior?
typically, right? Like we have a lot of good pattern recognition, you know, for like this guy's a threat. This guy I don't know, he just gave me the wrong vibes, right? It just really means that he did things that remind me of other people who have wronged me and I don't like and so being more conscious about

[3:00] YouTube https://youtu.be/4HngOoPzbhY?t=173 || Can You Teach a 50-Year-Old New Behavior?
it and this is where like watching game footage and things like that um become incredibly valuable uh because you can say like he blinked a lot and he was you know ringing his hands. Now, if somebody comes in and a lot of people in the office are saying, "I don't know. This guy doesn't seem trustworthy." The

[3:17] YouTube https://youtu.be/4HngOoPzbhY?t=190 || Can You Teach a 50-Year-Old New Behavior?
question is, is this guy trustworthy or does he behave in ways that remind them of other people who are untrustworthy, which are two different questions? And so, if I just want to teach somebody how to act in a way that that decreases the likelihood that people call him untrustworthy, then I could say, "Hey,

[3:30] YouTube https://youtu.be/4HngOoPzbhY?t=203 || Can You Teach a 50-Year-Old New Behavior?
put your hands in your pockets and do this instead." Right? And so, um, we always hire for the smallest skilled deficiency. And so, the public CFO for sure is going to have to have a massive, you know, skill set that's going to take many, many years to develop, right? If I'm picking between two candidates

[3:52] YouTube https://youtu.be/4HngOoPzbhY?t=225 || Can You Teach a 50-Year-Old New Behavior?
and I've got a nice guy who doesn't know finance and a guy who's a killer at finance and he's not a nice guy, I can teach somebody to be amenable not that long, right? But teaching somebody finance is going to be a much bigger a much bigger boost. this guy, the guy who's really good at finance that might

[4:06] YouTube https://youtu.be/4HngOoPzbhY?t=239 || Can You Teach a 50-Year-Old New Behavior?
not you rather hire a nice guy that's really good at finance, but if he's the guy you have, there is a way to change him. Yes. And then again, all the the thing about this is like I think people hear this and think, oh, like Alex has a soft like let's go train everybody up. No, 100% not at all. It's it's an ROI

[4:23] YouTube https://youtu.be/4HngOoPzbhY?t=256 || Can You Teach a 50-Year-Old New Behavior?
decision. Every So I see the the chief role of the entrepreneur is allocation of resources period. That's what we're supposed to do. And I see strategy is prioritization of resources. So like how are we prioritizing what we got? We have limited resources, unlimited stuff and be able to make the decisions where we

[4:36] YouTube https://youtu.be/4HngOoPzbhY?t=269 || Can You Teach a 50-Year-Old New Behavior?
get the most bang for the buck. And so if we can have somebody who has, you know, tremendously, you know, deep finite soant, okay, great. Um, is the deficiency that he has in the interpersonal department something that's going to cost us our culture? And how little do I need to do to improve uh where he's at to make it at least not a

[4:55] YouTube https://youtu.be/4HngOoPzbhY?t=288 || Can You Teach a 50-Year-Old New Behavior?
negative, right? And so that's that's the I think there's the basic calculus there um that happens. Now, if somebody has like a massive ego, it's going to be tough because they're not going to be receptive to anything, which means what you see is what you get. And you've got to be really happy with that person.

[5:09] YouTube https://youtu.be/4HngOoPzbhY?t=302 || Can You Teach a 50-Year-Old New Behavior?
There's also a difference between somebody that's lack self-awareness and somebody that knows that they're an and is basically doesn't care, thinks they're so good that they're not going to change. Yeah. Some people are like, I am an and they have accepted that about themselves. And some people had no

[5:22] YouTube https://youtu.be/4HngOoPzbhY?t=315 || Can You Teach a 50-Year-Old New Behavior?
idea that people thought they were an and would love to change that. And I think that like the crux of that is is you know maybe the difference between somebody you hire or don't. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100

[5:38] YouTube https://youtu.be/4HngOoPzbhY?t=331 || Can You Teach a 50-Year-Old New Behavior?
million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing

[5:52] YouTube https://youtu.be/4HngOoPzbhY?t=345 || Can You Teach a 50-Year-Old New Behavior?
where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with,

[6:05] YouTube https://youtu.be/4HngOoPzbhY?t=358 || Can You Teach a 50-Year-Old New Behavior?
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on

[6:19] YouTube https://youtu.be/4HngOoPzbhY?t=372 || Can You Teach a 50-Year-Old New Behavior?
the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Why Your Team Isn’t Doing What You Ask
URL: https://youtu.be/4Jo8bWSpLgA
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/4Jo8bWSpLgA?t=0 || Why Your Team Isn’t Doing What You Ask
I own a upscale men's salon and hair loss treatment. So that's great great man. Um so my question is before and afters are really essential at this point. Sure, but I have a hard time getting my team to be consistent about it. So I've tried to like incentivize them and then make it clear it's part of their

[0:17] YouTube https://youtu.be/4Jo8bWSpLgA?t=10 || Why Your Team Isn’t Doing What You Ask
uh job, but I'm very much a rewarder. Make lots of deposits and then less withdrawals. So how would you handle that? Would you just like I'm going to punish you for not doing this part of your job for them for each? Uh no, I pay them to do their job. Oh, yeah. But do you pay him do you pay him a little a little like 25 bucks for a

[0:33] YouTube https://youtu.be/4Jo8bWSpLgA?t=26 || Why Your Team Isn’t Doing What You Ask
I'll give them a $100 bonus at like they have basically a really long It's a goal sheet for the month. So so many pre-books, so many photos, all that. They get like $100 bonus at the end of the month. $100 in total. Yes. Yeah. So I mean that wouldn't I wouldn't roll over either. That's enough, right? Yeah. And so the thing is is for

[0:49] YouTube https://youtu.be/4Jo8bWSpLgA?t=42 || Why Your Team Isn’t Doing What You Ask
reward it's like you want it to be timely. So it has it's all about latency. So like you're addicted to your phone because how quick it is, not because it pays you. And so you want them to immediately like right as they're at the end of the session it's like hey reminder and it's like here's $5, here's $10 right then. Um and you'll

[1:05] YouTube https://youtu.be/4Jo8bWSpLgA?t=58 || Why Your Team Isn’t Doing What You Ask
get way higher you know uptake rates and then over time you can do every other one. It's I mean that's how it's how addiction works. It's like you start extending out the period of reinforcement. That's thing one though. Um thing two I'm guessing is that there's some social cost which is why they're avoiding it. And so it's how do

[1:21] YouTube https://youtu.be/4Jo8bWSpLgA?t=74 || Why Your Team Isn’t Doing What You Ask
I make this easier for them rather than demanding they do it harder. Okay. So it's like, okay, we have a five-step system here. Step one, you greet the customer. Step two, you do this. Step three, like you take the pictures. Like whatever it is, right? And so it's like this is just like what they need to do

[1:36] YouTube https://youtu.be/4Jo8bWSpLgA?t=89 || Why Your Team Isn’t Doing What You Ask
to sign out the customer. Like they can't pass go unless they check this box and it's done. It's like I'd rather just incorporate into the process for how things work. Oh, okay. Thank you. Yeah, you bet. And so, for example, when someone comes into the facility, like your front desk girl can be like, "Cool, first thing we

[1:54] YouTube https://youtu.be/4Jo8bWSpLgA?t=107 || Why Your Team Isn’t Doing What You Ask
do, let's take some pictures, little fashion shoot, you know, side, you know, you look amazing, you know, and then, uh, on the way out, it's like, cool, this is what you're going to do. You're going to hand the front desk girl." And then front desk girl says, "Great, aftershot. Great." And then the front

[2:07] YouTube https://youtu.be/4Jo8bWSpLgA?t=120 || Why Your Team Isn’t Doing What You Ask
desk can handle the whole thing, and you don't have to pay anybody. So, that's one of my problems, too, is I don't have a front desk. They do everything because cost. Um, so they like have scanners for Venmo and scanners for everything. so they can check in and out. And I basically was like, "Do you guys want to get bonused

[2:20] YouTube https://youtu.be/4Jo8bWSpLgA?t=133 || Why Your Team Isn’t Doing What You Ask
out or you have a front desk person?" Everyone picked bonuses. So, I'm holding on to a deal, but I just need them to perform. So, would you just say, "Never mind. You guys can't handle it. Front desk girl." Mo most facilities have a front desk. Okay. Yeah. You have one, right? Two days a week. No, you have one facility.

[2:36] YouTube https://youtu.be/4Jo8bWSpLgA?t=149 || Why Your Team Isn’t Doing What You Ask
Oh. Uh, kind of. You don't have multiple locations. No. Okay. So, I was like, this shouldn't be a hard one. Well, I I like I'm gonna say something. Thank god there's like no recording. Uh like I kind of peacemeal a franchise. So they kind of have that one too. Okay. So you have one or two locations,

[2:54] YouTube https://youtu.be/4Jo8bWSpLgA?t=167 || Why Your Team Isn’t Doing What You Ask
whatever. Three times. So um one is it probably like you have to get like in order to get this money, you do this work. If you don't do this work, I will hire someone with that money to do that work. You guys have demonstrated that you are incapable of doing that work and therefore I will hire this person.

[3:13] YouTube https://youtu.be/4Jo8bWSpLgA?t=186 || Why Your Team Isn’t Doing What You Ask
So, I will give you 30 days to fix it or it doesn't happen. And the way that this works, if you really want it to work, is you say, "If one of you doesn't do it, none of you get it." That's how a team is built. Thank you. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team

[3:33] YouTube https://youtu.be/4Jo8bWSpLgA?t=206 || Why Your Team Isn’t Doing What You Ask
and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made

[3:47] YouTube https://youtu.be/4Jo8bWSpLgA?t=220 || Why Your Team Isn’t Doing What You Ask
this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no

[4:00] YouTube https://youtu.be/4Jo8bWSpLgA?t=233 || Why Your Team Isn’t Doing What You Ask
matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you

[4:15] YouTube https://youtu.be/4Jo8bWSpLgA?t=248 || Why Your Team Isn’t Doing What You Ask
out on the thank you page. You can just book a call with my team and we will look into business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping an E-Com Business Build a Brand
URL: https://youtu.be/4oRS9Xebea4
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/4oRS9Xebea4?t=0 || Helping an E-Com Business Build a Brand
Dude, very interesting business. So, tell me about it. What's the problem? Why aren't we growing? So, it's a e-com business. So, we sell clothing. Um, and the clothing is inspired by like Japanese themed. So, uh, at the start, I had a when I created the business, I had a big vision for it. Like, I wanted to be something

[0:16] YouTube https://youtu.be/4oRS9Xebea4?t=9 || Helping an E-Com Business Build a Brand
more than just a clothing brand. Um, so what I realized is like a lot of people who shop who shop with us would have similar interests. So, I wanted to create a community around that. So I started uh you know creating a discord community. Now we have over 14,000 members and those people you know they're fans of the brand and uh they

[0:36] YouTube https://youtu.be/4oRS9Xebea4?t=29 || Helping an E-Com Business Build a Brand
all share similar interest and they're actually one of our then top converting customers like you were to launch more products. Makes sense. Yeah. Yeah. Um and so you built a community and about stuff that they're all interested and sold them stuff related to that. Yeah. Exactly. And so what we what I

[0:51] YouTube https://youtu.be/4oRS9Xebea4?t=44 || Helping an E-Com Business Build a Brand
also wanted to do is I wanted to create because they're all anime fans or Japanese culture. I want to create something at retail as well. So for example, we created a NASCAT and we we started putting it on packaging like in the in our orders and they started learning more. Oh, who is this character?

[1:07] YouTube https://youtu.be/4oRS9Xebea4?t=60 || Helping an E-Com Business Build a Brand
And my goal was sort of like I want to like expand her and create a whole universe around her and then create eventually create like our own anime as well. Okay. Right. What's the problem? Uh the problem is I'm trying to figure out what I should put my resources to. Whether I should focus on scaling the clothing and

[1:27] YouTube https://youtu.be/4oRS9Xebea4?t=80 || Helping an E-Com Business Build a Brand
maximizing that that's what's bringing in the revenue or focusing on this sort of like universe building and creating our own characters to later on, you know, create value in other ways which will tie and maybe later on I was thinking like create an NFT project around like the audience as because they all have like

[1:46] YouTube https://youtu.be/4oRS9Xebea4?t=99 || Helping an E-Com Business Build a Brand
similar interests, right? Yeah, understood. So I just don't know like which one to focus on. So one is like you have the economic engine in the business which is you sell clothing with a logo on it. I'm just break I'm breaking things down to like absolute basics. Right. So you need to keep doing that to be able to pay for

[2:04] YouTube https://youtu.be/4oRS9Xebea4?t=117 || Helping an E-Com Business Build a Brand
the bills to do all the rest of the stuff now. Everything that you describe with the universe as far as I'm concerned in the micro is going to be basically media. It's it's it's content basically around this character that allows you to charge a premium and attract more people to the brand, right? And so I don't think you need to do

[2:22] YouTube https://youtu.be/4oRS9Xebea4?t=135 || Helping an E-Com Business Build a Brand
either or. I just need you need to think about that as marketing spend. And then you need to make sure that you you you cap it based on return on investment. Provided your goal is to make money. I mean that I mean that super genuinely. Now, the alternative of this is like I want to go build Disney and have a

[2:43] YouTube https://youtu.be/4oRS9Xebea4?t=156 || Helping an E-Com Business Build a Brand
zillion characters, but like it it it requires a ton of capital in order to do that. And so, in my opinion, what you have been doing has been working really well. And so, I would take if you want to like reinvest capital, take the profit from there and reinvest more in that into building out more cool media

[3:02] YouTube https://youtu.be/4oRS9Xebea4?t=175 || Helping an E-Com Business Build a Brand
for the character that you want uh to build and the lifestyle that you want to represent for your audience. Yeah. because I know that like down the line it's this is going to be like you know what's going to create like generational wealth like I know that's what I want to do this original IP but right now like there's no return on

[3:21] YouTube https://youtu.be/4oRS9Xebea4?t=194 || Helping an E-Com Business Build a Brand
investment for like I can't see it right just like I'm putting time and money into it but it's going to pay off like well that's kind like a lot of times branding works that way like if I make content for three years and ask for nothing from people yeah my brand is going to be worth something and it is

[3:37] YouTube https://youtu.be/4oRS9Xebea4?t=210 || Helping an E-Com Business Build a Brand
already and I'm like still really early into it. So, but I was able to do that because I had money. I could not have done that if I I mean I could have done it. I would just had to work a lot harder, you know, I could not have done other things, etc. So, you have an economic engine which will fund this thing. The thing is is that like

[3:57] YouTube https://youtu.be/4oRS9Xebea4?t=230 || Helping an E-Com Business Build a Brand
you will get a return because if you if if this works the way you want it to work, it should grow. So, if you just pour money into it and more people don't find out about your stuff, which doesn't then create more people buying, then it's not working. So, I think I love the vibe because I looked at your stuff like it's cool. Um,

[4:19] YouTube https://youtu.be/4oRS9Xebea4?t=252 || Helping an E-Com Business Build a Brand
so like I think more of that is a good thing and I think that'll just create more people who are raving fans in your audience. But the thing that like I get the good thing is that you're a missionary, not a mercenary. Like you want to make this thing real and it's awesome. It's cool. I want to make sure

[4:35] YouTube https://youtu.be/4oRS9Xebea4?t=268 || Helping an E-Com Business Build a Brand
that actually happens in the real world and not just in your head. And so like there has to be money attached to it somewhere or you need somebody who really believes in it a ton and will take their money and just risk it for you. It's either that. Either you're going to risk your own money or someone

[4:47] YouTube https://youtu.be/4oRS9Xebea4?t=280 || Helping an E-Com Business Build a Brand
else is going to risk it. But it's going to cost money and time to build this. And so the nice thing is what you want to do is have a symbiotic relation between the character and the and the media that you're building and the way that you monetize. And this is ultimately what you're going to want to

[5:00] YouTube https://youtu.be/4oRS9Xebea4?t=293 || Helping an E-Com Business Build a Brand
do anyways because if the audience that you build that loves this character and stuff doesn't want to ever buy stuff from you, then you're not buting the right behaviors anyways for it to achieve scale. Mickey Mouse has to sell shirts, hats, t-shirts, movies, right? So that's I would also study the hell

[5:15] YouTube https://youtu.be/4oRS9Xebea4?t=308 || Helping an E-Com Business Build a Brand
out of Walt Disney. Yeah, I I I've looked into it. Okay. Yeah. I would read everything that's ever been written on him. Um and look at like new age stuff. Look at what Gary's doing with um uh V friends. He has a whole universe around the different characters. Same concept, but there's commerce there. He's got cards,

[5:32] YouTube https://youtu.be/4oRS9Xebea4?t=325 || Helping an E-Com Business Build a Brand
he's got, you know, shirts, he's got merch, he's got all these other things um to build up the characters. Yeah, I'm doing a lot of like research into NFT projects because like they're able to provide value through storytelling and like making value. They're creating value out of nothing pretty much. And just

[5:50] YouTube https://youtu.be/4oRS9Xebea4?t=343 || Helping an E-Com Business Build a Brand
I would just never say those words again. Sorry. I would just never say those words again. Oh. No value out of nothing. No. Yeah. Um especially tied to NFTs. Um but yeah, does that make sense? That's what I focus. So to answer your question, yes, I would invest the cash that I have. Um as much as you believe

[6:10] YouTube https://youtu.be/4oRS9Xebea4?t=363 || Helping an E-Com Business Build a Brand
because it's it's a it's a bet. It's as much as you believe in this. Um but I would make sure that people are still being more attracted to your brand and buy more stuff. Yeah, you bet. So, if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here

[6:26] YouTube https://youtu.be/4oRS9Xebea4?t=379 || Helping an E-Com Business Build a Brand
in Vegas to learn how we scale. And so, my team spends two days with you to identify the thing that's holding your business back. And so, if that sounds interesting, click book a call. And if you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
URL: https://youtu.be/5M7zYqwUtHU
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/5M7zYqwUtHU?t=0 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
So, one of the things I'm taking away from uh this event is we have a sticker book company. Um 60 sticker sticker books. Kids for kids. Sticker books. Sticker books. Okay, got it. I heard cigarette butt and I was like weird. That's not a bad idea. All right. Um and so right now we we push about a thousand units on Amazon per day. And so

[0:18] YouTube https://youtu.be/5M7zYqwUtHU?t=11 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
we have a QR code on the back of the books where it just goes to like a landing page. It's just it's literally just an email opt-in for like the VIP club. No value whatsoever besides emails, right? Yeah, you you heard it here. Um, so one of the things that we're going to do is basically create a subscription service

[0:35] YouTube https://youtu.be/5M7zYqwUtHU?t=28 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
for our books uh to basically, you know, get that retention up. And so we have the the team back home. They are actively wireframing the page right now. I'm curious to hear your guys' thoughts on how you would run this play. So we have we have visitors coming in. You already have it or you want me to tell

[0:51] YouTube https://youtu.be/5M7zYqwUtHU?t=44 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
you? Uh, I'd love I'd love to hear about Yeah. So they bought a book. Yeah. Give them three books for free the moment they join the membership. And so the QR code says three free books. Okay. Scan here. It'll crush. And then and then for for so so basically like so three three books, you know, like is there

[1:13] YouTube https://youtu.be/5M7zYqwUtHU?t=66 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
like for for a if you sign up for like an annual even monthly, your cost on a book is nothing, right? Right. Who cares? Very true. Yeah. They're currently just giving you their email and getting no value. You might as well like do more. Yeah. Okay. And then they get, you know, it's like three the first month and then you get

[1:30] YouTube https://youtu.be/5M7zYqwUtHU?t=83 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
one or two a month after. I don't know what the usage is for sticker books, but like whatever the normal usage rate is. That makes a lot of sense. Cool. Thank you. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million

[1:47] YouTube https://youtu.be/5M7zYqwUtHU?t=100 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if

[2:00] YouTube https://youtu.be/5M7zYqwUtHU?t=113 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with,

[2:13] YouTube https://youtu.be/5M7zYqwUtHU?t=126 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on

[2:27] YouTube https://youtu.be/5M7zYqwUtHU?t=140 || Helping an E-Com Brand Turn One-Time Buyers Into Monthly Subscribers
the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Protect Your Assets | Dave Ramsey
URL: https://youtu.be/6eAOVw3zLtc
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/6eAOVw3zLtc?t=0 || How to Protect Your Assets | Dave Ramsey
So, a lot of entrepreneurs, myself included, you know, you start to, you know, build build a lot of wealth and then there's also the biggest percentage of your wealth sits inside of the enterprise that you run, right? And so, how do you think about family office like you know, you start you start getting this money, right,

[0:20] YouTube https://youtu.be/6eAOVw3zLtc?t=13 || How to Protect Your Assets | Dave Ramsey
that comes into the business or comes out of the business, excuse me. Um, do you have any kind of mental framework that you work through in terms of percentage reallocation to new, you know, new investments, uh, within within the overarching structure? Uh, and where where this gets more tactical for me to

[0:39] YouTube https://youtu.be/6eAOVw3zLtc?t=32 || How to Protect Your Assets | Dave Ramsey
you is Leila and I have run almost everything inside of acquisition.com. And that means like we own buildings, we own apartment complexes, all that stuff. It still sits in acquisition.com. Obviously, there's entity structures and things like that, but in terms of the team that helps run it, because you

[0:55] YouTube https://youtu.be/6eAOVw3zLtc?t=48 || How to Protect Your Assets | Dave Ramsey
know, acquisition.com primarily is an investment, you know, it started as a family office, but it's just it's spun up these other uh profit centers, to use your language, um over time. And so I I'm curious, have you do you do you completely separate church and state to to to use that language in terms of, you

[1:13] YouTube https://youtu.be/6eAOVw3zLtc?t=66 || How to Protect Your Assets | Dave Ramsey
know, Ramsay personal versus Yeah. Can you just walk me through how you think through that? No, we we have uh done all other investing outside of Ramsey Solutions uh and in separate legal entities as well for for uh risk management purposes. That simple. And also for estate planning purposes. Uh so for instance,

[1:37] YouTube https://youtu.be/6eAOVw3zLtc?t=90 || How to Protect Your Assets | Dave Ramsey
the campus that you were on is um it's probably a $600 million asset roughly, something like that. Um maybe you own in cash. Yeah. Yeah. I just wanted the audience to I just wanted the audience to know. Sorry. Go ahead. So, when we when we bought the dirt to start laying the first bricks on the first thing on it, uh that was a $10

[1:58] YouTube https://youtu.be/6eAOVw3zLtc?t=111 || How to Protect Your Assets | Dave Ramsey
million purchase and it's the largest purchase I'd ever done in my life when I bought the dirt and I was freaking out and I'm like, now I got to build something too. You know, now that I bought the largest thing, now I got to do something even bigger. And it's like we're going to cash. So, we cash flow everything as you

[2:12] YouTube https://youtu.be/6eAOVw3zLtc?t=125 || How to Protect Your Assets | Dave Ramsey
said. Um, but we immediately drop that into the children's trust so that I'm not the owner and uh and so you avoid um any you you don't avoid capital gains on the or I'm sorry estate tax on the basis of what you put in there, but you do own all the growth. And so while we've owned this property, it's doubled in value.

[2:36] YouTube https://youtu.be/6eAOVw3zLtc?t=149 || How to Protect Your Assets | Dave Ramsey
Um, and so there's hundreds of millions of dollars that have now avoided uh estate tax by that being over there. Plus, if someone wants to sue Ramsay, which apparently is a hobby for some people, and uh then they uh you know, that's not on the plate because Ramsey does not own the campus. Ramsay is a uh

[2:56] YouTube https://youtu.be/6eAOVw3zLtc?t=169 || How to Protect Your Assets | Dave Ramsey
Ramsey Solutions is a tenant uh of the Children's Trust. And then, you know, same thing if we we own a bunch of other real estate because I love real estate like you do. and uh um I just buy that and then drop it into an LLC. And if it's anything over uh 10 million, I drop it into a sing single standalone LLC so

[3:14] YouTube https://youtu.be/6eAOVw3zLtc?t=187 || How to Protect Your Assets | Dave Ramsey
that all risk associated with that property is contained within that property. and uh from a latig from a uh litigation standpoint uh or or maybe anything else. But um and also then that gives us some other estate planning things we can do uh with uh because partial interest LLC's can be with one of the kids can be uh or a kid entity.

[3:37] YouTube https://youtu.be/6eAOVw3zLtc?t=210 || How to Protect Your Assets | Dave Ramsey
uh a trust can be greatly uh reduced in uh appraisal value uh and you can slip more and more of that into the estate plan and not have taxes on it. So we've been doing a bunch of that for 20 years and playing with all that stuff and that so the reason was estate taxes and risk management is the only reason it's

[3:59] YouTube https://youtu.be/6eAOVw3zLtc?t=232 || How to Protect Your Assets | Dave Ramsey
there. Philosophically it's all in one lump. Well, that's exact and that that really teases to the the heart of it because for sure the entity structure from a risk protection perspective then you know uh from from a succession planning and avoiding estate taxes later that 100% makes sense. I was curious about the actual team. So like

[4:17] YouTube https://youtu.be/6eAOVw3zLtc?t=250 || How to Protect Your Assets | Dave Ramsey
would the same legal team that does Ramsay stuff do some of these other deals? I asked because this is me selfishly asking because my my you know my my estate attorneys, you know, who manage all of that stuff. Um and I have our M\&A attorneys that handle a lot of our our our deal flow. Um a lot of times

[4:36] YouTube https://youtu.be/6eAOVw3zLtc?t=269 || How to Protect Your Assets | Dave Ramsey
we share I share the same resources, same same people um for things that are quote personal versus acquisition.com. Um and I was curious if you had any like basically if you had had a mistake from that that I don't know about, I would love to know. No, I I have used uh I've done both. Uh so all accounting for the whole thing is

[4:58] YouTube https://youtu.be/6eAOVw3zLtc?t=291 || How to Protect Your Assets | Dave Ramsey
in-house. Ramsey accounting team does it. Okay. Taxes are have been outsourced forever anyway. Estate planning has been outsourced forever. Uh nuanced litigation has been outsourced forever. Uh but a little thing if I need a if I need somebody to look over a lease or uh verify that we wrote the LOI up if we're

[5:21] YouTube https://youtu.be/6eAOVw3zLtc?t=314 || How to Protect Your Assets | Dave Ramsey
doing a I bought a piece of property this week and uh you know with or I've got it on LOI. I don't have it contracted. So, you know, will will my real estate team, which does not work for Ramsey, run walk down the hall? They do a sit here, but they don't work technically for Ramsey. Do they walk down the hall and run it past the

[5:39] YouTube https://youtu.be/6eAOVw3zLtc?t=332 || How to Protect Your Assets | Dave Ramsey
general coun somebody at the general counsel on the legal team? Probably. Yeah. Uh but minor stuff, but pretty quickly if anything gets like if you're if we're reszoning a piece of property, my legal team here doesn't know how to do that. I've got that's going to be an outsource guy. I'm going to bring in a

[5:53] YouTube https://youtu.be/6eAOVw3zLtc?t=346 || How to Protect Your Assets | Dave Ramsey
zoning attorney that knows what the flip they're doing and knows everybody at the county that can walk it through cuz my guys would be stumbling around not knowing what they're doing down there. General counsel would be. Man, this that was super helpful for those of you who are, you know, further along in

[6:07] YouTube https://youtu.be/6eAOVw3zLtc?t=360 || How to Protect Your Assets | Dave Ramsey
the path like some of this stuff that we're talking about with asset protection and entity structure. Although it's something that you don't I didn't I wasn't like I don't wake up every day and be like, man, I can't wait to learn about asset protection. Um, right. But it's, you know, I did not anticipate when I was 64 years

[6:24] YouTube https://youtu.be/6eAOVw3zLtc?t=377 || How to Protect Your Assets | Dave Ramsey
old that I would own zero. I don't even own my cars. I don't own anything. Everything is in an LLC and my wife holds the LLC's. I actually am a very poor individual. You know, we built this again, we referred to it several times, but we we love our campus and I'm proud of this property. We've done a good job with it.

[6:44] YouTube https://youtu.be/6eAOVw3zLtc?t=397 || How to Protect Your Assets | Dave Ramsey
But when we're sitting on the interstate, uh, six sto two two six-story buildings with big huge Ramsay Solutions signs on them. And I thought, cuz I'm a real estate guy, I thought, okay, traffic count, that's branding. You know, people going up the interstate, they see Ramsay and they stop in and watch the show here because

[7:00] YouTube https://youtu.be/6eAOVw3zLtc?t=413 || How to Protect Your Assets | Dave Ramsey
it's on the glass and it's all this customer interaction and and it was like we're, you know, the stuff we're teaching is working for us. So, it's proof text for the customer, right? And so it's branding and it's all positive, positive, positive. I had no idea that when you did something like build this

[7:18] YouTube https://youtu.be/6eAOVw3zLtc?t=431 || How to Protect Your Assets | Dave Ramsey
building and put it on the interstate that you basically should have put right under the sign the words sue me or bull Yeah. Nice bullseye. Right. Bullseye. A little bullseye. Yeah. Because I think people some people got from that that this is now a a a uh a target-rich environment. Uh and then we've had to spend we've had to spend

[7:36] YouTube https://youtu.be/6eAOVw3zLtc?t=449 || How to Protect Your Assets | Dave Ramsey
some money convincing them otherwise. Um because I don't I don't do well with this kind of stuff. I really don't negotiate. I'm going to pound you into dirt. And I've got some of them that are six and seven years now that I've been that have been sitting in court. And I'm not going to quit. I'm going to destroy

[7:54] YouTube https://youtu.be/6eAOVw3zLtc?t=467 || How to Protect Your Assets | Dave Ramsey
them because I cannot stand the thievery that that represents. It's I can't stand a thief. I love this so much. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is

[8:12] YouTube https://youtu.be/6eAOVw3zLtc?t=485 || How to Protect Your Assets | Dave Ramsey
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[8:25] YouTube https://youtu.be/6eAOVw3zLtc?t=498 || How to Protect Your Assets | Dave Ramsey
information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[8:39] YouTube https://youtu.be/6eAOVw3zLtc?t=512 || How to Protect Your Assets | Dave Ramsey
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a

[8:52] YouTube https://youtu.be/6eAOVw3zLtc?t=525 || How to Protect Your Assets | Dave Ramsey
call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Highest ROI Investment an Entrepreneur Can Make
URL: https://youtu.be/6p3fDUlEV2A
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, scaling, wealth

[0:00] YouTube https://youtu.be/6p3fDUlEV2A?t=0 || The Highest ROI Investment an Entrepreneur Can Make
Uh, what mistakes do you think most people make when it comes to hiring? Oh man. Um, or maybe you could say maybe answer it differently. I'm hiring for about six or seven roles. What mistakes you think I I'll I'll likely make. Well, what's the role or what are some of the roles? Yeah. So, we could say uh what's like a

[0:18] YouTube https://youtu.be/6p3fDUlEV2A?t=11 || The Highest ROI Investment an Entrepreneur Can Make
really a salesperson? That's a that's a simple one. Um, but I'm hiring other roles. So, I'm hiring um chapter leads. So, we have 13 chapters that we uh my business is based in and we're having hiring people to manage each chapter. I mean, the easy answer is settling, but it's so tough because there's there's

[0:34] YouTube https://youtu.be/6p3fDUlEV2A?t=27 || The Highest ROI Investment an Entrepreneur Can Make
trades because these things don't exist outside of time, you know? It's like I have to fill this role and I want to find somebody espec if obviously for us at the C level because that's what's top of mind for me. is like I have to have somebody that when I'm on the phone with them, I'm thinking I have to have this

[0:49] YouTube https://youtu.be/6p3fDUlEV2A?t=42 || The Highest ROI Investment an Entrepreneur Can Make
person. And if I don't have that, but I'm like, man, I really need this role. And so if if I'm thinking from the like I really have to fill this role angle, it's like usually not the right person. If I'm thinking like I don't even care if I have a role for this person. I have to get them in. It's usually the right

[1:03] YouTube https://youtu.be/6p3fDUlEV2A?t=56 || The Highest ROI Investment an Entrepreneur Can Make
person. Are you willing to pay them more than you originally thought was reasonable? Yes. 100%. Not even a question. Have you ever have you ever been like I got to come up with enough money like I hope I can get enough sales to afford this person but I have to have them. I haven't had the second part because

[1:18] YouTube https://youtu.be/6p3fDUlEV2A?t=71 || The Highest ROI Investment an Entrepreneur Can Make
we're super cash flow positive company so like that hasn't been a problem. I mean fundamentally as long as I can just pencil out the ROI of the role then yeah I'll do it. I mean it's just a return on capital. What's what what's your desired return though? Amazing. Oh yeah. Well it's like I mean it's I still

[1:34] YouTube https://youtu.be/6p3fDUlEV2A?t=87 || The Highest ROI Investment an Entrepreneur Can Make
Google Sheets allow you to put amazing in equals amazing. Mind you, I think I think the highest returns on capital we get as entrepreneurs is talent. Like full stop. Like what where else do you get 10x 20x you know returns 100x returns? Uh and and and can do so reliably. Like talent is one of those places you can do it. I will also say

[1:55] YouTube https://youtu.be/6p3fDUlEV2A?t=108 || The Highest ROI Investment an Entrepreneur Can Make
that typically the higher up the org, the higher the arbitrage. Are you fast to fire? Uh we continue to get faster. I'll say that. I think we get faster. I would say that um our firing practices do somewhat uh rely on the constraint. So like sometimes, you know, Leila says this, but like some fires aren't aren't

[2:15] YouTube https://youtu.be/6p3fDUlEV2A?t=128 || The Highest ROI Investment an Entrepreneur Can Make
kitchen fires. They're like the the the trash can in the driveway is on fire. It's like it's a problem. Like we'll get to it, but it's not the thing that's limiting the business. And so if we have somebody who's not as good as they should be, but they're not in a role that's right now like limiting the

[2:30] YouTube https://youtu.be/6p3fDUlEV2A?t=143 || The Highest ROI Investment an Entrepreneur Can Make
company, it's probably not going to be our first priority to to to to take them out. But as soon as that becomes the constraint, then it like quickly gets unearthed and then it gets handled. Have you ever uh followed Dave Portoy, Barcel? Yeah. Yeah. Like you know, he's quirky, right? He's crazy. He uh one of his jokes, but it's not a

[2:49] YouTube https://youtu.be/6p3fDUlEV2A?t=162 || The Highest ROI Investment an Entrepreneur Can Make
joke. He's like, "I don't fire people." He's like, "I just I don't want to fire people and if they're a loser, I'll just keep paying them and they're going to sit in the corner and be a loser, but I don't fire anyone." And uh I kind of thought that was hilarious. It's funny because he's a content company and he

[3:03] YouTube https://youtu.be/6p3fDUlEV2A?t=176 || The Highest ROI Investment an Entrepreneur Can Make
can make content out of it and get ROI out of like just making fun of someone who wants to fire, but I was like shocked that that would be his take on it because he seemed like a pretty brutal guy. Not a brutal guy, but he seems like uh very blunt and he has no problem firing people. And he was like,

[3:15] YouTube https://youtu.be/6p3fDUlEV2A?t=188 || The Highest ROI Investment an Entrepreneur Can Make
"I do. I suck at it. I don't like the confrontation. I don't like people feeling bad. It's I just don't do it. I'd rather lose money. And uh when I asked you about firing, I thought that you were going to be like, "Yeah, like I fire fast." But I sensed a small bit in your voice where it sounded like

[3:30] YouTube https://youtu.be/6p3fDUlEV2A?t=203 || The Highest ROI Investment an Entrepreneur Can Make
potentially you were slow to fire because maybe I'm I'm I'm reading too much into your sentiment or your tone of voice, but it was like I just don't like it. Well, I don't think anybody likes it. I think we're we're fast to fire if it is the constraint of the business and clearly that person is the one limiting

[3:44] YouTube https://youtu.be/6p3fDUlEV2A?t=217 || The Highest ROI Investment an Entrepreneur Can Make
us. like we will not sacrifice the company's growth and the opportunity of all the people who've trusted us with their careers to to not have a you know a comfortable conversation. There's also levels of this and so like let's say there's like you know uh red yellow green right if someone's like well green

[3:58] YouTube https://youtu.be/6p3fDUlEV2A?t=231 || The Highest ROI Investment an Entrepreneur Can Make
they're great fine so basically maybe like yellow orange red let's use that as the three levels for me like if somebody's just not doesn't have the complete competence but is not like they can still do their job but they're not doing it as well as they should and they're definitely not going to grow and

[4:12] YouTube https://youtu.be/6p3fDUlEV2A?t=245 || The Highest ROI Investment an Entrepreneur Can Make
they can't take on new opportunities then that to me is like a yellow if they're like for sure like they can't actually do their their their role right now that's orange if red is like you can't do the role right now and that thing is required for us to grow and so that's that's kind of like I would say

[4:29] YouTube https://youtu.be/6p3fDUlEV2A?t=262 || The Highest ROI Investment an Entrepreneur Can Make
like we it's it's it's a combination of like what is the business need um and how incompetent is the person and so the rates of firing I think would depend on both of those things obviously we want to like in a perfect world we get everyone out who's not a fit as soon as humanly possible um it's just that

[4:44] YouTube https://youtu.be/6p3fDUlEV2A?t=277 || The Highest ROI Investment an Entrepreneur Can Make
sometimes some people do turn it around uh with good feedback and coaching that probably happens half the time like I guess asking myself the question like Why do I feel bad about making this decision? And then trying to make sure that I'm not acting in the global bad for local good, like local versus

[4:59] YouTube https://youtu.be/6p3fDUlEV2A?t=292 || The Highest ROI Investment an Entrepreneur Can Make
global. Like I think about that as like my way of trying to break through that like terrible feeling you have when you're like, I have to let this person go. It's like, well, if I don't, I'm choosing short-term comfort over over long-term discomfort. And I think most of life can be boiled down to people

[5:13] YouTube https://youtu.be/6p3fDUlEV2A?t=306 || The Highest ROI Investment an Entrepreneur Can Make
doing that over and over again. It's they take the local win, they take the short-term win for the global loss. It's like if you do that enough times, you get a global a global catastrophe. And so that's what I try to avoid. And I just put the the greater good as the frame um as my like little my little

[5:29] YouTube https://youtu.be/6p3fDUlEV2A?t=322 || The Highest ROI Investment an Entrepreneur Can Make
spirit spiritual armor, if you will, of going into it knowing that like this person might get upset. Um, and this might even, you know, dramatically inconvenience this person's life in the short term, but like I owe to the other zillion people who also have put their, you know, their careers, their their

[5:45] YouTube https://youtu.be/6p3fDUlEV2A?t=338 || The Highest ROI Investment an Entrepreneur Can Make
their lives in in, you know, my hands to a degree from a decision-making process. Like, I owe it to them. And so, that's what kind of gets me over the hump to pull the trigger faster. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift.

[5:59] YouTube https://youtu.be/6p3fDUlEV2A?t=352 || The Highest ROI Investment an Entrepreneur Can Make
So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we

[6:14] YouTube https://youtu.be/6p3fDUlEV2A?t=367 || The Highest ROI Investment an Entrepreneur Can Make
made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no

[6:27] YouTube https://youtu.be/6p3fDUlEV2A?t=380 || The Highest ROI Investment an Entrepreneur Can Make
matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[6:40] YouTube https://youtu.be/6p3fDUlEV2A?t=393 || The Highest ROI Investment an Entrepreneur Can Make
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
URL: https://youtu.be/6qttTjwQ0Ww
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/6qttTjwQ0Ww?t=0 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
So, I have an accounting and tax firm, uh, nonCPA, role agents and bookkeepers, and, um, uh, trying to like figure out what my ideal uh, client is to be able to sell to that more often. Um, but I guess my question is what would like what would a um a holding company or or a PE look for in an accounting firm that they would want

[0:30] YouTube https://youtu.be/6qttTjwQ0Ww?t=23 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
their portfolio companies to have like what what kind Okay, so there was two different questions. So one is who's my avatar? Question one. Yeah. And the second question was what type of accounting firm would a private equity firm want to work with for their portfolio? Correct. Yes. So most PE has finance as a very

[0:51] YouTube https://youtu.be/6qttTjwQ0Ww?t=44 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
in-house function or they will replace finance when they do an acquisition. So it's very common. So they're either directly recruit them which is what we do or you have uh finance very centralized. That's typical uh for PE. Uh in terms of your ideal customer, I don't know. So, uh, of the customers that you have right

[1:10] YouTube https://youtu.be/6qttTjwQ0Ww?t=63 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
now, how many how many how many logos are you currently working with monthly? Uh, 80\. Okay. So, you just look at the top, call it 16 of them or 10 of them and say, which of these do I like the most, that pay the most, that stay the longest, and then we re look at messaging and offer and just advertise to those people. And

[1:34] YouTube https://youtu.be/6qttTjwQ0Ww?t=87 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
it's one of the easiest way, well, easiest is is a misconception, but is the one of the most profitable ways to expand revenue in a business. And I learned that from the head of pricing and packaging from Vista, private equity. And so they've got like a gazillion dollars under management. And um their entire playbook

[1:51] YouTube https://youtu.be/6qttTjwQ0Ww?t=104 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
is they get to know the customer base of every company they acquire better than them. They figure out which customers are the most profitable customers and what channels those customers come from. They then stop all low ROI channels and then they 5x the channel that has the highest LTV to CAC ratio. And by doing

[2:09] YouTube https://youtu.be/6qttTjwQ0Ww?t=122 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
that they can add almost no infrastructure to the business because it already could handle let's say 80 customers and they just take what if all 80 customers were those 16 and by doing that they can typically double or triple the profitability of the business uh in a fiveyear span. And that's pretty much

[2:27] YouTube https://youtu.be/6qttTjwQ0Ww?t=140 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
their playbook. And so when you're looking at your own customer base, like rather than letting someone else uh rip that cash out, that's that's the the process that we use. And we do that honestly all the time. It's one of the first things we do with every company that we look at is we look at all the

[2:42] YouTube https://youtu.be/6qttTjwQ0Ww?t=155 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
customer data. We figure out which one the most valuable, what channels they come on, what offers they respond to, and then we reorganize acquisition to attract those people. It's one of the it's one of the easiest ways to make a lot more money. The problem is that most people can't say no. And that's why entrepreneurs stay

[2:57] YouTube https://youtu.be/6qttTjwQ0Ww?t=170 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
distracted and poor. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more

[3:14] YouTube https://youtu.be/6qttTjwQ0Ww?t=187 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business

[3:26] YouTube https://youtu.be/6qttTjwQ0Ww?t=199 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap,

[3:40] YouTube https://youtu.be/6qttTjwQ0Ww?t=213 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas

[3:54] YouTube https://youtu.be/6qttTjwQ0Ww?t=227 || Most Entrepreneurs Stay Distracted Because They Can’t Say No to Bad Customers
and we'll do this in person live.


VIDEO
TITLE: Helping an Online Service Business Scale
URL: https://youtu.be/6szA-MMR_a8
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/6szA-MMR_a8?t=0 || Helping an Online Service Business Scale
Um, I'm Millie. I run a math tutoring company with my partner Christian. A what? A what training company? Math tutoring. Math tutoring. Math. Very sexy. Um, so right now we're really, really small. Our offer is good. Our sales process is good. We know that we just need to do more of it, which is fine.

[0:17] YouTube https://youtu.be/6szA-MMR_a8?t=10 || Helping an Online Service Business Scale
Um, and we're hiring people to help us with the sales and the fulfillment. What I want to know is you've built a brand where all of your employees seem to have that same let's get done attitude as you do. How do you instill that within your team so that they know like let's get this done? You get rid of people who don't have

[0:36] YouTube https://youtu.be/6szA-MMR_a8?t=29 || Helping an Online Service Business Scale
that. Fair. And then the only people who are left are people who are that. And then when you bring someone else who's new and they're like I don't think they have it. You're like I think you're right. We let them go. Simple. Yeah. It's the hard thing. It's like that girl that's back home that you know

[0:52] YouTube https://youtu.be/6szA-MMR_a8?t=45 || Helping an Online Service Business Scale
that isn't that good. You need to let her go. And then you have to do more interviews and then pick somebody and probably be wrong and do it again until eventually build the culture based on those values. And you just want to get through that fast as you can because fundamentally if you're scaling service, you're scaling

[1:06] YouTube https://youtu.be/6szA-MMR_a8?t=59 || Helping an Online Service Business Scale
culture and training if you're scaling a service business. So it's going to be those values and how how good you are at giving someone base skills. And so if you think about um really in any kind of role, how vague you can be with your directives is directly proportional to how skilled someone is in a given domain. And so if

[1:26] YouTube https://youtu.be/6szA-MMR_a8?t=79 || Helping an Online Service Business Scale
you have people that you're like, I literally have to tell her to turn on the computer that this person has such low base skills. I think that you can teach anyone anything. I do fundamentally believe that. The question is just as a business owner, is it worth it? And so it's like I do think I could

[1:39] YouTube https://youtu.be/6szA-MMR_a8?t=92 || Helping an Online Service Business Scale
change you from being inconsistent to consistent. It's just how long will that take me? and are there other people who I can get better returns on my time with and so fundamentally just think about it like that is how much training will I have to introduce to this person now if you have a service business that's a

[1:53] YouTube https://youtu.be/6szA-MMR_a8?t=106 || Helping an Online Service Business Scale
small is it brick and mortar uh no it's online well regardless you your business is going to be also like the training component like you have you have culture the culture is what you choose to tolerate internally but the training is going to be how good like you're good at teaching math you have to

[2:06] YouTube https://youtu.be/6szA-MMR_a8?t=119 || Helping an Online Service Business Scale
think about how good you are at teaching people to teach math and teaching people to do every other skill that's associated with teaching math because I'll bet you there's plenty of people who are decent at math, who suck at teaching math, and are even worse at talking to people, right? And so sometimes you might have

[2:19] YouTube https://youtu.be/6szA-MMR_a8?t=132 || Helping an Online Service Business Scale
to like do a little bit of Dale Carnegie, which is like, okay, so when someone walks in, you greet them with a smile. Here's how you greet people. I'm dead serious. Like this is like there's a reason Chick-fil-A, if you're here in the States, is what it is. It's like they teach people how to people.

[2:32] YouTube https://youtu.be/6szA-MMR_a8?t=145 || Helping an Online Service Business Scale
Yeah. Awesome. Thank you. You bet. But that's going to be the differentiator. That's what's going to take you to the next level. So, if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here in Vegas to learn how we scale. And so, my team spends two

[2:47] YouTube https://youtu.be/6szA-MMR_a8?t=160 || Helping an Online Service Business Scale
days with you to identify the thing that's holding your business back. And so, if that sounds interesting, click book a call. And if you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: Helping E-Commerce Business Owners Scale
URL: https://youtu.be/8C_6qojTA78
PRIMARY_TOPIC: scaling
TOPICS: scaling, leads, ads, scaling, case-study

[0:00] YouTube https://youtu.be/8C_6qojTA78?t=0 || Helping E-Commerce Business Owners Scale
In 2021, I sold my e-commerce company, Prestige Labs, with Gym Launch for $46.2 million. And six months ago, I broke the Guinness World Record for the fastest selling non-fiction book and generated over $16 million in a weekend just using a Shopify store. And so, in this video, I'm answering your questions about how to scale your e-commerce business. And for all these questions, I try to do my very best to make the solutions as

[0:18] YouTube https://youtu.be/8C_6qojTA78?t=11 || Helping E-Commerce Business Owners Scale
tactical as humanly possible so that you watching from home can immediately use them. So, enjoy. Hey, Alex. Yes. Custom Gaming Tables My name is Max. I run Elevate Customs with my wife who's in the front row. It's uh we build Elevate Customs. Yep. Like custom Sorry. Um like uh home custom solutions. No, we build and sell like luxury gaming tables like pool tables, casino tables,

[0:40] YouTube https://youtu.be/8C_6qojTA78?t=33 || Helping E-Commerce Business Owners Scale
manufacturers. Not what I was saying. Okay, got it. Yeah. Um that's cool. Like cool backlights and things like that. Yeah. Like any anything like one-off custom pieces. Sweet. Um we we're at around 2 and a half million revenue a year. We want to be around 10. How do you sell at least? Uh, mostly Google ads.

[0:59] YouTube https://youtu.be/8C_6qojTA78?t=52 || Helping E-Commerce Business Owners Scale
So, e-commerce. Yeah, she sells. Yeah. Okay. So, invoices, phone calls. Okay. Got it. So, how do we increase our leads 2x, 3x without breaking the bank, basically? How do you increase your lead flow without breaking the bank? Yeah. Well, I'll ask you for quality leads basically. So, what are you currently doing? You said Google ads.

[1:18] YouTube https://youtu.be/8C_6qojTA78?t=71 || Helping E-Commerce Business Owners Scale
Yeah. Around 15 to 20k a month. Can you spend more? Yeah. Why don't we do that? We've tried and we weren't generating the same quality leads or necessarily getting different keywords. We're not getting you more quality. Yeah, correct. This is probably a scale thing though. Like this is a media buying question. Um because I can promise you that at $20,000 a month,

[1:38] YouTube https://youtu.be/8C_6qojTA78?t=91 || Helping E-Commerce Business Owners Scale
you haven't saturated the market for cool custom gaming stuff. Like you could probably get to like 2 million a month before you even get close to that. Um so I think it's probably just a like who does your media buying? We have a company. Okay. I would this is a keyword thing like this is this is three degrees down

[1:56] YouTube https://youtu.be/8C_6qojTA78?t=109 || Helping E-Commerce Business Owners Scale
like super tactical like we're just buying the wrong words and there's just we like I would be how what's your margins right now? 20% 500k a year. So I you just have to see this as like we might burn $200,000 this year on bad keywords to find another six that we can scale up to $100,000 a month and by doing that we'll 5x the business. And so if you just see it like that of like, okay, we're going to spend $200,000 or

[2:22] YouTube https://youtu.be/8C_6qojTA78?t=135 || Helping E-Commerce Business Owners Scale
$300,000 to take us from 2 whatever to 10. That's how I' that's how I'd think about it. Um, in general, we tend to be like scared to spend more money. And I would say the only thing that's really shifted for me is like from entrepreneur to investor, like kind of wearing both hats, is that I look so much stuff at

[2:39] YouTube https://youtu.be/8C_6qojTA78?t=152 || Helping E-Commerce Business Owners Scale
just like return on capital and like what's the point? Like if I think we can get to 10, I would rather just get to 10 faster. And I see because I don't live off of that $500,000 a year. I just see all of that as my my fodder for putting back into the thing so that I can get to the next level, which side quest for

[2:56] YouTube https://youtu.be/8C_6qojTA78?t=169 || Helping E-Commerce Business Owners Scale
everyone. If you're a service business and you have cash flow, some businesses are really obvious for where you do reinvestment. If you're brick and mortar, you save up your shekeles, you open another location. Very clear where your capex goes. If you're manufacturing, you buy another big machine, very clear where the capex goes, right? If you're a service business, you do accounts, you're have you have, you know, you have a law firm,

[3:13] YouTube https://youtu.be/8C_6qojTA78?t=186 || Helping E-Commerce Business Owners Scale
you got uh legal people. What do you do with the extra money to quote reinvest in the business? So, there's two primary sources. Number one is going to be talent and culture. So, who am I going to hire? Uh, and how do I how do I uplevel the team? So, in service businesses in general, you can see how good you are and how advanced you are as

[3:31] YouTube https://youtu.be/8C_6qojTA78?t=204 || Helping E-Commerce Business Owners Scale
a service provider by the by the price you're able to charge. And so over time your price should always go up because fundamentally you should have a virtuous cycle of we do good work that generates more demand. More demand means more than we have supply which means we can raise the price. With the extra cash we can then acquire better talent which means

[3:47] YouTube https://youtu.be/8C_6qojTA78?t=220 || Helping E-Commerce Business Owners Scale
we get we do a better job which increases our reputation which increases our price which allows us to charge more so we can get better talent. And so the talent should always be going up and so should the price. And so if you're in a in a marketplace where you're like man we can't charge more than other people. It's because you aren't better than other people. So we have to beat them in

[4:04] YouTube https://youtu.be/8C_6qojTA78?t=237 || Helping E-Commerce Business Owners Scale
order like we have to do better. That's point one. The second area is brand, right? It's like how do I spend some of that extra cash to solidify the brand of me? So this is not direct response ads. This is like kind of the big aspirational moments, these brand moments. Like we just did this launch this, you know, two weekends ago. It's like how do I how do I do these big

[4:21] YouTube https://youtu.be/8C_6qojTA78?t=254 || Helping E-Commerce Business Owners Scale
demonstrations that might cost more and might not be the normal run of business? Like why would Red Bull have a guy jump from out of space down? It doesn't make any sense, but except it makes a ton of sense because I'm talking about it right now, right? And so you're probably more likely to drink a Red Bull at the break. Real talk. Uh, and so anyways, it's

[4:38] YouTube https://youtu.be/8C_6qojTA78?t=271 || Helping E-Commerce Business Owners Scale
like, how does this ladder back to selling more pool tables? Um, for you though, you're not in a service based business per se, but I thought it was a good offshoot for other people. Um, see all of the profit that you have, whatever you don't need to live on as your experimentation budget. And that budget is really like do not see it as I

[4:55] YouTube https://youtu.be/8C_6qojTA78?t=288 || Helping E-Commerce Business Owners Scale
lost money. Like you can't think with that perspective. You will just lose. You have to think of that this is like I'm going to uh rigorously test keywords until I find more keywords that win. And these are just investments in finding money printing machines because keywords especially once you really find them,

[5:13] YouTube https://youtu.be/8C_6qojTA78?t=306 || Helping E-Commerce Business Owners Scale
they kind of just print for you, which you guys are experiencing right now, right? You got to spend $250,000 a year to make a 2.2, right? You're getting 10 to1 on it. Now, obviously you have cost of goods for sure, but like profitable, right? And I'm sure when you found your first keyword and it started working, you were like, "Holy shit." It's like, "Great. We just need to find like another hundred." And they're there.

[5:30] YouTube https://youtu.be/8C_6qojTA78?t=323 || Helping E-Commerce Business Owners Scale
They're there. And you might need bridge pages. So you've you may have heard of Eugene Schwarz. Uh so famous marketer. And so when you really want to scale ads to colder markets, um for those of you went through the hooks and the goated ads, anyone go through goated ads playbook? Okay. So this this will sound a little bit more familiar. So you have

[5:54] YouTube https://youtu.be/8C_6qojTA78?t=347 || Helping E-Commerce Business Owners Scale
these levels of awareness that correspond with size of market. And so you've got your most aware customers here. And the reason that these levels are important is that it changes what the hook is and what the kind of click journey is for the customer. So at the very top you've got unaware, then you've got problem aware, you've got solution

[6:12] YouTube https://youtu.be/8C_6qojTA78?t=365 || Helping E-Commerce Business Owners Scale
aware, you've got product aare, and then you've got most aware, which is usually your existing customers, right? And so if you want to expand, so right now I'll bet you most your keywords are targeting these people. If you want to go up market, which might have 10 times more clicks, we might have to have a bridge page after you have like the keyword

[6:31] YouTube https://youtu.be/8C_6qojTA78?t=384 || Helping E-Commerce Business Owners Scale
might be more like home home projects or like uh accessor like I' I'd have to think that I'd use a keyword finder. And would you have like the same team work on that or hire a completely different marketing team to kind of a really good media buyer would know this? Um, but you'll likely just need to

[6:50] YouTube https://youtu.be/8C_6qojTA78?t=403 || Helping E-Commerce Business Owners Scale
have keywords that are a little bit broader so you start competing against more people. But as long as you bring them to kind of like an advertorial type page and then they take the next step and then it basically mimics the same path as this. It's like you take them from product aare to then advertorial then to your sales page. That bridge the

[7:07] YouTube https://youtu.be/8C_6qojTA78?t=420 || Helping E-Commerce Business Owners Scale
clicks here might also be like onetenth the price and there's an ocean of them. And then when you get from there it's like okay what's what's above that problem aware? Is your house boring? Right? Like, do you have an extra room that you don't know what to do with? Right? These are problem. They have a problem. They have no idea that you're going to sell them a pool table. But we

[7:24] YouTube https://youtu.be/8C_6qojTA78?t=437 || Helping E-Commerce Business Owners Scale
have to start with where they're at and then lead them through the journey. Thank you. Yeah. Appreciate it. Real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple times. And so, I can say with a lot of confidence that these are the stages as headcount increases that you need to get

[7:42] YouTube https://youtu.be/8C_6qojTA78?t=455 || Helping E-Commerce Business Owners Scale
through. And I broke each of these down by eight different functions of the business, what the constraint feels like, like what are the symptoms of it when you're going through it, and then what steps we actually took to graduate. And we've done this across software, physical products, uh, service businesses, brick-andmortar, all of this, and it works. And it's my gift to

[7:59] YouTube https://youtu.be/8C_6qojTA78?t=472 || Helping E-Commerce Business Owners Scale
you. It's absolutely free. And so, the link's in the description, but you just go acquisition.com/roadmap. Just enter your info and it'll spit it right back to you. All free. Uh, my name is Ethan. Uh, we sell direct response e-commerce products. We're all Direct Response E-Commerce paid media. Uh we do about $3 million a year in revenue direct response

[8:16] YouTube https://youtu.be/8C_6qojTA78?t=489 || Helping E-Commerce Business Owners Scale
e-commerce products. Okay. Like drop shipping stuff pretty much. Yeah. It's it's more branded than that, but essentially is. Yeah. So you have customers for doing that or you're doing that? We're doing that. Okay. Got it. And so you have a handful. How many SKs do you have? Uh four. Okay. Is it all the same brand?

[8:33] YouTube https://youtu.be/8C_6qojTA78?t=506 || Helping E-Commerce Business Owners Scale
No. Okay. Yep. So we have uh we're doing it's like four months old. So, we're doing a run rate of like uh 3 million a year. Um we have, you know, background in like paid traffic affiliate. Um so, it's not the first rodeo with that. We're trying to get to like 15 million a year run rate. Okay. Um what's stopping us right now, you know, not entirely sure, but um

[8:55] YouTube https://youtu.be/8C_6qojTA78?t=528 || Helping E-Commerce Business Owners Scale
basically like we have each step for everything that has to be done. We built out teams and systems for the main priorities and those things are working pretty well. I'm happy with uh our talent, what they're producing. Uh, but so far what I'm experiencing is that, you know, I'm left with this, you know, list of like random chores that somehow

[9:15] YouTube https://youtu.be/8C_6qojTA78?t=548 || Helping E-Commerce Business Owners Scale
only I can do. A junk drawer. Yeah. But I'm not sure how to approach hiring for this cuz it ends up being like a very niche specific task, but I may I might only need them for like, you know, 20 minutes a week or something. So, it ends up being me, but with a million things. And your founder? Uh, yeah. Okay. Um, so let's start here. You want

[9:38] YouTube https://youtu.be/8C_6qojTA78?t=571 || Helping E-Commerce Business Owners Scale
to get to 15 million. What stops you from spending more money? Uh, nothing right now. I mean, so we just hired a pretty robust funnel team and an operations guy, like a strategist. So kind of just waiting on those things to kick in really. Okay. Um, but I'm I'm fairly confident at least do it. Okay. So this is more a complaint

[9:58] YouTube https://youtu.be/8C_6qojTA78?t=591 || Helping E-Commerce Business Owners Scale
than a constraint, right? No, I'm just making No, I'm This is me asking for clarity. So, we think we can double if we just spend more money. I'm not spending more money because I'm waiting for this thing to happen. Once this thing happens, then I'm going to spend as much money as I can. Sure. Right. Um and in the meantime, I have

[10:19] YouTube https://youtu.be/8C_6qojTA78?t=612 || Helping E-Commerce Business Owners Scale
stuff I don't feel like doing, you know? I'm like, this is me trying to translate back. Is that true? Is that like accurate? Yeah. But eventually, there's going to be enough of that stuff that like I will have to find some way to hire out for these things. Yeah. And then there'll be more stuff that you'll still do. You'll just do the more important valuable stuff and give the other stuff

[10:35] YouTube https://youtu.be/8C_6qojTA78?t=628 || Helping E-Commerce Business Owners Scale
to somebody else. Yeah. But a lot of it ends up being fairly tedious. Like it's it doesn't feel like high leverage or high value at all. I mean, this is where like VAS and product project work can come really in handy. Like I'll give you an example. So when we made all the ads for the launch, right? I don't I didn't need the amount of editors that I had to spin up

[10:56] YouTube https://youtu.be/8C_6qojTA78?t=649 || Helping E-Commerce Business Owners Scale
in order to because like I'm not going to be making 300 ads a week, you know, ongoing. I don't need to. But for the launch, I did. And I wasn't going to hire an extra 15 editors full-time because it's just like I don't need that. And so we spun up 15 editors that were contractors who would then just

[11:13] YouTube https://youtu.be/8C_6qojTA78?t=666 || Helping E-Commerce Business Owners Scale
clip and we had one person just did QA on it to make sure that it was good and then we'd ship them, right? And so if we have something that's like one timeish work where it's sporadic, then I'm fine just having a suite or a bench of contractors that I can turn on and off. Sure. As long as they do decent work. We do similar things like with our with

[11:31] YouTube https://youtu.be/8C_6qojTA78?t=684 || Helping E-Commerce Business Owners Scale
our video editors as well, but you know, some of the tasks are fairly specialized like No, I understand. I was just using as an example for editors, but I'm saying like if you have tedious work like this is where the fivers of the world like can come in handy and worst case you train a contractor or VA on how to do it and then they do it.

[11:49] YouTube https://youtu.be/8C_6qojTA78?t=702 || Helping E-Commerce Business Owners Scale
Yeah. Just like someone that's high level enough in like Shopify work but we only use them for a few. There's tons of Shopify contractors like a boatload of them and they're not that expensive and some of them are really good. Yeah. I like I would just look at my list. What are the things I'm doing on a regular basis? Can I ship out most of these to a contractor who does a peace meal? Probably. And now you're trading

[12:08] YouTube https://youtu.be/8C_6qojTA78?t=721 || Helping E-Commerce Business Owners Scale
20 hours for two. And that's just you just keep making that trade until eventually you've managing a ton of people. And then it's like great, one person is managing all of these and you just trade all that time for you getting more because hopefully if you're doing that much work, then you should have the revenue to support um that role. Have

[12:21] YouTube https://youtu.be/8C_6qojTA78?t=734 || Helping E-Commerce Business Owners Scale
you have you scaled e-commerce like this before? Yeah. Okay. Are you are you just running paid ads? Uh yes. Okay. Do you have influencers who are doing stuff? No influencers who are looking to hire for that, but we we have three or four channels for paid at least. Yeah. I'll say this. How big do you want

[12:42] YouTube https://youtu.be/8C_6qojTA78?t=755 || Helping E-Commerce Business Owners Scale
this to be? Uh I mean ultimately like the goal is we'd like to have a portfolio of call it four or five brands that we can then exit in a couple years. So, I have this conversation every week um with somebody who's doing e-commerce and it's almost always the same like I would like to have a portfolio of a

[13:00] YouTube https://youtu.be/8C_6qojTA78?t=773 || Helping E-Commerce Business Owners Scale
handful of products that I could eventually sell someday. I have really yet to see anyone do that. Um and it's I think for two reasons. One is that as you continue to scale your CAC will continue to go up and your gross margins will shrink and that will get frustrating. You will then also have supply chain issues which would become a burden. You'll also have dupes if you start becoming really good that will

[13:24] YouTube https://youtu.be/8C_6qojTA78?t=797 || Helping E-Commerce Business Owners Scale
undercut you in price and list on Amazon and all that stuff. Um do you have patent protection like for any of these products and so like you right now run a media arbitrage business and it works really well up to about 10 million. Okay. And then it will quickly stop working very well. Um and so I think to your

[13:42] YouTube https://youtu.be/8C_6qojTA78?t=815 || Helping E-Commerce Business Owners Scale
point of like you can see a double that's probably true. You might even have a triple that's sitting there with a little bit optimization, more email follow-up, blah blah blah blah blah. Um, but you'll you'll probably get close to capping in that neighborhood, 10, maybe 12. Um, and then you're going to be like, well, we're doing a million dollar a month, but we have like almost no margin and our cash flow is Um,

[14:01] YouTube https://youtu.be/8C_6qojTA78?t=834 || Helping E-Commerce Business Owners Scale
and so the what I think you want is that you want to build a brand that has a product that you really believe in that will allow you to recruit affiliates to your cause. When I say affiliates, I mean influencers, not traditional direct response uh, affiliates that are just mercenaries, but like people actually believe in it. Um, and when you do that, you will actually be able to build a brand

[14:25] YouTube https://youtu.be/8C_6qojTA78?t=858 || Helping E-Commerce Business Owners Scale
because fundamentally like any one of the products can be big enough on their own to sell. And so rather than saying like why don't we try and build four totally different products and totally different brands at the same time, it's like why don't we just try to build one that we really like that we think has a chance at actually like really helping

[14:43] YouTube https://youtu.be/8C_6qojTA78?t=876 || Helping E-Commerce Business Owners Scale
people for whatever the problem that the the product solves. Um, that's what will build what I think you want. It's just that most people who come from the direct response world just are pure performance marketers. And I say this being someone who comes from that world. And I had to learn the hard way that you will run into the wall that there's a

[15:02] YouTube https://youtu.be/8C_6qojTA78?t=895 || Helping E-Commerce Business Owners Scale
there's a great article you can read called the direct response doom loop which you might have read. But basically you just do this revenue goes up, margins compress, margins compressed until you're eventually here. And then you have to keep selling in order to maintain your team. And then you just run a very large very high high

[15:14] YouTube https://youtu.be/8C_6qojTA78?t=907 || Helping E-Commerce Business Owners Scale
liability nonprofit and it sucks. And cash flow is a huge constraint. and you've got all the supply chain And then you're like, "This sucks." And then you'd have another conversation, come back here, and be like, "Hey, we're doing 12 million with 7% margins." And I would say, "Okay, of the four products you have, which one is the the one that's the the clear winner?

[15:31] YouTube https://youtu.be/8C_6qojTA78?t=924 || Helping E-Commerce Business Owners Scale
That's the one that's carrying all the other losers." And you'd be like, "Well, it's this one." And then I'd say, "Okay, cool. Why don't we just get rid of these three and then put all of your effort on this? Do you think you'd be able to win that?" You'd be like, "Oh my god, for sure." And be like, "Great. So, like, why don't we do that?" And then actually

[15:42] YouTube https://youtu.be/8C_6qojTA78?t=935 || Helping E-Commerce Business Owners Scale
invest in building the brand. Yeah. Around it. We we definitely have uh you know we're we're paid traffic affiliates so like we're data people like uh but so one of the things that I've thought about is like you know our our biggest skew it it's good but it's not like it's not that good like I know a good campaign when I see it. So like part of

[16:00] YouTube https://youtu.be/8C_6qojTA78?t=953 || Helping E-Commerce Business Owners Scale
the purpose of building out like uh you know our research and funnel teams is like well eventually we're going to find something where the market is just like 10 times better you know so it's like do we keep chugging along with like the one that's like a six out of 10 or do we find go find the nine and then go all in on that. The skill set that you guys are

[16:16] YouTube https://youtu.be/8C_6qojTA78?t=969 || Helping E-Commerce Business Owners Scale
deficient in is going to be brand and that's what you have to learn how to do and the brand is also completed with the product right? So like that's what completes the brand loop. Like we make this amazing promise, we have all these great associations. People then make the purchase and then the product either reinforces the brand or destroys the brand. And if it reinforces the brand,

[16:34] YouTube https://youtu.be/8C_6qojTA78?t=987 || Helping E-Commerce Business Owners Scale
then the loop continues and becomes a virtuous cycle. And that's how you go from an e-commerce store that does media arbitrage into a household name that you can sell for not just 50 million, but maybe 500 million. And so it's just that like I have this conversation literally every week. And so I know that you're coming at this from a math perspective.

[16:53] YouTube https://youtu.be/8C_6qojTA78?t=1006 || Helping E-Commerce Business Owners Scale
It's just that it will not work at scale. And so I would rather you spend as little as you can on all of these different things to find a product that you guys really think is legit and has some level of defensibility if you can because if you don't have a defensible product, the only thing that you have is the brand to differentiate you. That's the only differentiator. And so if

[17:12] YouTube https://youtu.be/8C_6qojTA78?t=1025 || Helping E-Commerce Business Owners Scale
you're competing because like just played out the next step, right? Like let's say you find your nine out of 10. No one's buying that. Like private equity investor not buying it because they know the game. They buy brands. They don't buy products and so you get your nine out of 10 and then the dupes flood because they see that you're killing it and then they undercut you on

[17:29] YouTube https://youtu.be/8C_6qojTA78?t=1042 || Helping E-Commerce Business Owners Scale
all this stuff and then your rorowes goes down and then you leak everything to your competitors. So either you have some sort of patent that you can actually protect and you have a legal team that can enforce it or you build a brand. So like that's the long-term play. The rest of this is just making money until you figure that out. I'm being super real with you. I just rather

[17:47] YouTube https://youtu.be/8C_6qojTA78?t=1060 || Helping E-Commerce Business Owners Scale
save you a couple years. But like that is where this leads. Okay. I I mean so how do you build a brand? Yeah. Right. Yeah. How do how do I do that? But um you know we are working on like the legal defensibility of it. You know I I didn't mean to say like I would lead with brand rather than making I would lead with brand rather than legal. Yeah. Because legal you have to like it's still tough to like it's it's better to

[18:11] YouTube https://youtu.be/8C_6qojTA78?t=1084 || Helping E-Commerce Business Owners Scale
be big and then win with legal than try and be small and win with legal because you'll just get drowned in fees. And it's it's it's better to just have the coolest brand and have the coolest people promoting the thing and then people just want to buy from you even though they see the cheaper knockoffs. But that's like that's what you have to do if you really want to go where you

[18:27] YouTube https://youtu.be/8C_6qojTA78?t=1100 || Helping E-Commerce Business Owners Scale
want to go. Otherwise, you're just going to be cycling through SKs and you're going to say you have a portfolio and it'll sound impressive to people who don't know what you're talking about, but like margins will do this, cash flow get and you have co-founders and it'll be like this is so much work. This sucks. I wish we had one product that we all really believed in

[18:44] YouTube https://youtu.be/8C_6qojTA78?t=1117 || Helping E-Commerce Business Owners Scale
that we could like build a business around. Yeah. And that's what you want to do. Thank you. Yeah. You bet. Hi, my name is Samantha Harrison. I own Hair Extension Wholesale & Salon a hair extension company in Australia. Amazing. I have a salon and an e-commerce business. Oh, what? In e-commerce? Sorry. Sorry. I wholesale. Wholesale and e-commerce. So, direct to

[19:03] YouTube https://youtu.be/8C_6qojTA78?t=1136 || Helping E-Commerce Business Owners Scale
consumer and wholesale. Yeah. Okay. Got it. Um, sorry. I'm like so nervous. I have terrible fear of public speaking. have a panic attack and then just ask a question. You're good. I forgot what my question was. Fine. Um, read what I wrote down if that's okay. Okay. So, to make either business truly sellable at high valuation, it would

[19:27] YouTube https://youtu.be/8C_6qojTA78?t=1160 || Helping E-Commerce Business Owners Scale
take me years of operational restructuring, recruitment, reducing owner dependence, and building systems. And even then the multiple would be low because service based product businesses don't scale without heavy ongoing input. I want to move into SAS. You think you think this is hard and so you're like you know what I could do something harder. Yeah.

[19:51] YouTube https://youtu.be/8C_6qojTA78?t=1184 || Helping E-Commerce Business Owners Scale
And so I guess that was the point of me coming to this seminar cuz I know you talk a lot about like the women in the red dress. Yeah. Or men in the tuxedo, you know, whatever works. Um, obviously I'm fearful cuz it's not my niche and it's not what I specialize in, but I obviously being in the industry, I definitely see a lack in the

[20:14] YouTube https://youtu.be/8C_6qojTA78?t=1207 || Helping E-Commerce Business Owners Scale
market and education. So, what is the SAS that you're trying to build or that you It's an online booking system for well, the niche is for salons, but it can be used for service- based businesses. There's so many of those. It's got AI built into it. And the the difference between mine and say everybody else's is it's essentially bridging the gap between revenue and

[20:35] YouTube https://youtu.be/8C_6qojTA78?t=1228 || Helping E-Commerce Business Owners Scale
profit. So giving like more of like a pull data rather than push. Um having the AI built in as more as like a motivational business coach which will give you the real time analytics on your team, on your services, on your numbers, on your margins, like everything like that. Like for me personally, I spend every week calculating every single team member's revenue, cost of product.

[20:58] YouTube https://youtu.be/8C_6qojTA78?t=1251 || Helping E-Commerce Business Owners Scale
You own a salon, too? Yeah. Okay. But the So the salon and the wholesale run without me. Okay. The salon does about So the salon does about say 900,000 with 50% margin and I'm happy with like what like I don't really want to scale the salon. The wholesale year, well this year has grown 100% but it's about 30% month on month. What was the revenue of the wholesale? Um I think I'm just at 2.6. Okay. So

[21:25] YouTube https://youtu.be/8C_6qojTA78?t=1278 || Helping E-Commerce Business Owners Scale
far. Um and you have 30% margins on that. Yeah. Great. So the financial overview for this SAS, so it's $500,000 build, 120 grand a year to maintain, but it's serving my same audience, right? The the stockists are already salon owners. They already buy from me. They already trust me. It's something that they want use, have already subscribed to like the founders. Don't look at me like that.

[21:53] YouTube https://youtu.be/8C_6qojTA78?t=1306 || Helping E-Commerce Business Owners Scale
Believe in me. I do. I do. I'm just trying to figure out which you believe in. I'd only need 150 subscribers to maintain costs, which I've already got. So, if I had 2,000 of my weekly stockers that already buy from me, subscribe, there's 2 million a year. It's fine, right? Tell me it's a good idea, please.

[22:18] YouTube https://youtu.be/8C_6qojTA78?t=1331 || Helping E-Commerce Business Owners Scale
There's so much pain. You sound like Ed. I've been sulking all day. So, one of the difficulties that I have like this is a is a perfect scenario of um telling someone what they want to hear versus telling them what I think. And I uh I'm always it's very fine line because like I always want everyone to leave happy. Um but I also feel like I have integrity. Tough, right? Um, and

[22:45] YouTube https://youtu.be/8C_6qojTA78?t=1358 || Helping E-Commerce Business Owners Scale
so, um, I I what I will do is I will give you a sorting question. You can pick what side you want. Okay? I can assume your position and then tell you what I would do, although I disagree with it, or I can tell you what I think you should do. Okay. Which one would you like? Tell me what I should do. Okay, great. Um, I think that I'm going

[23:09] YouTube https://youtu.be/8C_6qojTA78?t=1382 || Helping E-Commerce Business Owners Scale
I think you getting into SAS as somebody who has never built a software product and doing it where you're going to self-fund it. Um, and just because you have a distribution base does not mean that you should sell every single thing that that distrib distribution base can buy. What if I've already paid for it?

[23:25] YouTube https://youtu.be/8C_6qojTA78?t=1398 || Helping E-Commerce Business Owners Scale
That's called sunk cost fallacy. Okay, for real. So, I just give up. I don't try. Just walk. Some of the best money you ever spend is deciding to stop spending bad money. Okay. Um, and I say this only having done it myself. Um, so I'm gonna I'm I'm gonna hit from a couple angles. So the first one is who

[23:42] YouTube https://youtu.be/8C_6qojTA78?t=1415 || Helping E-Commerce Business Owners Scale
here is organic as their primary method of getting customers like making content, etc. And it gets bigger and bigger every time. It's just the way it's it's the way the world's roving. Um, so one of the big mistakes that people who have organic audiences make is that you grow an audience and then you sell a product and then people buy the product and you make money and

[23:59] YouTube https://youtu.be/8C_6qojTA78?t=1432 || Helping E-Commerce Business Owners Scale
that's a very reinforcing event. And so then but they already bought the product. So then you think well I should make another product and so you make another product and then within two or three years all of a sudden you have four mini businesses that serve the same pool of customers when the real constraint of the business is you needed to grow your audience. And so the invisible be or sorry not the extensions

[24:16] YouTube https://youtu.be/8C_6qojTA78?t=1449 || Helping E-Commerce Business Owners Scale
whatever it is that you sell right the the hair extensions that you sell uh you're doing you know 2.6 and what's the what's the e-commerce side doing in revenue? Yeah it's like 900 900 that's what it's doing. Sorry. Sorry. The the salon is 900. The online is 2.6. So, okay. So, there is no you said e-commerce at some point. Yeah. So, e e-commerce I'm selling online is the wholesaling. Okay. Got it.

[24:39] YouTube https://youtu.be/8C_6qojTA78?t=1472 || Helping E-Commerce Business Owners Scale
It's B2B. I also sell to retail wholesale and retail. So, anyone can buy, but I do have stockist. The vast majority is other stylist buying. Yeah. Right. So, can buy from me, but also hair extension salon owners can register for a trade account. And how many of the sales are trade accounts? It's about 50% at the moment. is interesting. Okay. So, um anyways, back to this point which is that

[25:02] YouTube https://youtu.be/8C_6qojTA78?t=1495 || Helping E-Commerce Business Owners Scale
that business is not not sellable. I just want to be like you you said like ready you started you're like it's not sellable. It's operation blah blah. It's like that's I mean not necessarily true kind of at all. Yeah. Um, you just need to get more customers and extensions are a reoccurring product. Like people buy them every 8 whatever the weeks are, you know,

[25:20] YouTube https://youtu.be/8C_6qojTA78?t=1513 || Helping E-Commerce Business Owners Scale
whatever the you know it better than I do, but I know I've seen the bill. So, it's not one time. I think I'm sure about that. So, so all that to say like all we have to do is just like we you have now encountered the big hairy problem that I talked about at the beginning of today which is that you encountered something that you didn't know how to solve and then are thinking okay well there's greener pasture over

[25:42] YouTube https://youtu.be/8C_6qojTA78?t=1535 || Helping E-Commerce Business Owners Scale
here there's a girl in a redder dress and if I go here surely this grass will not be fertilized with um but it is indeed full of and significantly more than what your current business is the current business is actually way more chill than the business that you're trying to get into and the business you currently have is way more cash positive than the one you want to get into the business that you

[25:59] YouTube https://youtu.be/8C_6qojTA78?t=1552 || Helping E-Commerce Business Owners Scale
want to get into, you will not make money from for many years, if you ever make money from it. So, if you want to win at software, you have to commit to making no money for basically seven years. Zero. And the people you're competing against don't have two other businesses. I guess like my limiting belief around like I've got a very lean business. So, I built a property a couple of years

[26:18] YouTube https://youtu.be/8C_6qojTA78?t=1571 || Helping E-Commerce Business Owners Scale
ago. I ended up moving out and I run the wholesale and the salon from that house. So, my expense for the salon and the wholesale is 500 bucks a week. So, it's very lean. Yeah. So good. I'm like obviously on the extension side. You mean Yeah. Like my margins are too small for me to be able to scale at the margins that

[26:44] YouTube https://youtu.be/8C_6qojTA78?t=1597 || Helping E-Commerce Business Owners Scale
So why don't we just do that? I'm like if I can because you thought starting a software company. I well I thought that having like a risk uh sorry a reoccurring you have a reoccurring business based product that I would use as well so reoccurring and recurring right have the same value what we need to demonstrate

[27:05] YouTube https://youtu.be/8C_6qojTA78?t=1618 || Helping E-Commerce Business Owners Scale
is revenue retention I would just like to make money online while I sleep and I don't want to work anymore that's fine software companies is certainly not the way to do it probably the worst way to try and do that okay um like we just need to confront the business that you have right now, you need to improve the margins and you need to go get more acquisition. So that

[27:23] YouTube https://youtu.be/8C_6qojTA78?t=1636 || Helping E-Commerce Business Owners Scale
probably means like making more content, running ads to attract uh stylists, having some sort of offset front end to get them integrated. How can you run some sort of play within their you know salons? um trying to use your your vernacular um to you know basically make them more money using your extensions

[27:41] YouTube https://youtu.be/8C_6qojTA78?t=1654 || Helping E-Commerce Business Owners Scale
and then by doing that then they get converted because they make more money selling extensions than cutting color and so it's very likely they'll keep selling it and then you have basically you have a hunter and a farmer the hunter is the one that basically closes the deal and gets them to kind of activate their base of of um ladies I guess I maybe there's guy it's just like the constraint of the

[27:59] YouTube https://youtu.be/8C_6qojTA78?t=1672 || Helping E-Commerce Business Owners Scale
wholesale is the production time and the capital um And again, like my logic was, well, if I was to invest the same $500,000 into the wholesale, that's a $150,000 margin. Whereas I thought, well, if I invested it into subscriptions, you would just lose all of it. Maybe that's your limiting belief. I've built more software companies to a billion than you have.

[28:28] YouTube https://youtu.be/8C_6qojTA78?t=1701 || Helping E-Commerce Business Owners Scale
Fair. Okay. Right. Two can play that game. Okay. Do you want my help? Yes. Take my advice. Okay. Cool. I should do it. Thank you. My name is Sasha. Um I sell designer bags and sunglasses and uh we do about 6 Designer Bags & Sunglasses million a month. No, sorry. A year. Sorry. 6 million a year. So cool. Um and I would like to do 38 million

[28:57] YouTube https://youtu.be/8C_6qojTA78?t=1730 || Helping E-Commerce Business Owners Scale
precise. Yeah. 38 million. Okay. Um and what's stopping me is recruiting. Why 38? Um just because I figured, you know, 100,000 a day, something like that. Round up, down, something like that. Okay. Just a roundabout. Um and um I mean, obviously more. Yeah. Yeah. Okay. But I was thinking 38 would be fair. Yeah, that works. Um

[29:21] YouTube https://youtu.be/8C_6qojTA78?t=1754 || Helping E-Commerce Business Owners Scale
and it is just recruiting. Um recruit Oh, recruiting is the bottom line as you're saying? Yeah. Okay, got Um, my house cleaner was my uh first employee and she just and because I consumed yours and Leila's content so much that I was like, I'm going to be these two people in one. That's me. I'm going be these two people. And as a result, I have um

[29:42] YouTube https://youtu.be/8C_6qojTA78?t=1775 || Helping E-Commerce Business Owners Scale
a great team, a really great team. And it's just a matter of being militant in the um the recruiting process. Okay. Um the we do sell on whatnot quite a bit. So, who do you have what's stopping you? So you make money $6 million a year selling handbags and sunglasses. And sunglasses. For you to sell more handbags and sunglasses, you need more

[30:06] YouTube https://youtu.be/8C_6qojTA78?t=1799 || Helping E-Commerce Business Owners Scale
people to do that. Yes. Because we u we only go live for about 5 hours a day because we get tired. It's just me and Well, me and um I have three sales people, but um it's just we get tired. We could if we were live more often, we could create more. You're going live on like your Instagram page or your what? On whatnot. Okay, got it. And do you have like a big

[30:29] YouTube https://youtu.be/8C_6qojTA78?t=1822 || Helping E-Commerce Business Owners Scale
following there? 110,000. Ton of And so you're just selling to that same base and if you just sold for longer, you would make more. A lot more. I could do 100 grand in the show. Okay. So you just need like two more sales people who go on camera. Mhm. But yeah. Mhm. And then the recruiting as well. Recruiting for what? uh packing because we we do a lot of um you do your own 3PL or not third party

[30:52] YouTube https://youtu.be/8C_6qojTA78?t=1845 || Helping E-Commerce Business Owners Scale
but like you do your own logistics. H why why do we do it ourselves? I didn't I didn't know you could have other people do it. Boy oh boy. Yeah. Step inside. Uh yes. So so functionally like because of the nature of the business that you're in um we have to think like we have to we have to consolidate resources. I'm not normally somebody who's like, uh, let's

[31:18] YouTube https://youtu.be/8C_6qojTA78?t=1871 || Helping E-Commerce Business Owners Scale
let's cut, you know, parts of the business out, but unless your shipping is some key differentiator that you have, uh, like Amazon shipping became a competitive advantage, right? Um, but unless that's like some differentiator, then shipping for the most part is pretty commoditized. And there are people who all day long they think about like saving 15 cents on cardboard boxes and tape and packing peanuts and all

[31:43] YouTube https://youtu.be/8C_6qojTA78?t=1896 || Helping E-Commerce Business Owners Scale
that Um, and I think that that you having to like think about that and run a functionally a warehouse at the same time as running a marketing and sales and talent business/media. That's not where the value is. The value is in the distribution and the sales. And so I would say like can we outsource this so that can we outsource this the the logistics part so that you

[32:09] YouTube https://youtu.be/8C_6qojTA78?t=1922 || Helping E-Commerce Business Owners Scale
can just go all in because all we had to do is you get two more sales people and you get to 100,000 a day. We should do that. So um we have to physically show the product like No, I'm not saying you don't have like some product on hand. You just don't need a warehouse. No, we do need it cuz it's like go go go go speed. We run probably about

[32:33] YouTube https://youtu.be/8C_6qojTA78?t=1946 || Helping E-Commerce Business Owners Scale
So you're like we sold this item to this person is how you do it. Yes. Okay. So um Got it. It is kind of like a warehouse. It's Yeah. Okay, that's fine. Um All right. So you just need to hire more people. So what's stopping you from hiring more people? The talent. Um the talent to hire more people. Well, I'm I'm learning now. That's why I'm here. No, no, you're good. You're good. Um, so I'm saying like you have two sets of

[32:55] YouTube https://youtu.be/8C_6qojTA78?t=1968 || Helping E-Commerce Business Owners Scale
roles. You've got warehouse folks and you've got people who can get on camera, right? So what are you currently doing to get each of those people? Well, we had ads on Indeed. Okay. But I didn't realize how militant I had to be until I came here. It's it makes a lot of sense, right? I didn't know that there's that many

[33:14] YouTube https://youtu.be/8C_6qojTA78?t=1987 || Helping E-Commerce Business Owners Scale
interviews that were required. Um, and that's more for the warehouse side, correct? both because sales is I think that you'd be able to find salespeople like I would probably look at Amazon affiliates. How much would you pay them? Percentage. Well, that's the thing now. So, okay. So, it takes skill to do what we do. Yeah. It takes skill. Like

[33:37] YouTube https://youtu.be/8C_6qojTA78?t=2010 || Helping E-Commerce Business Owners Scale
Agreed. Like um for example, my girl is better than me. Great. She's better than me. And it's like not only is it motor skills, it's um presentation and entertainment. I I get it. I understand. I did a live for 3 days. I got it. Um so finding and training that um that's definitely a process and takes time.

[34:06] YouTube https://youtu.be/8C_6qojTA78?t=2039 || Helping E-Commerce Business Owners Scale
Yeah. The question is whether you want to buy or build. Do you want to buy the town or build the town? Building the town is cheaper, takes longer, harder. Buying the town is faster, more expensive. Which one do you Which one feels right for you? So, when it comes to the So, we have um we're not always So, we are profitable per show. Yes. Okay. Profitable per show.

[34:30] YouTube https://youtu.be/8C_6qojTA78?t=2063 || Helping E-Commerce Business Owners Scale
But sometimes what ends up happening is like let's just say it's a a Wednesday, right? Are you on cash based accounting or acrruel? Probably cash. Yeah. So you might like if basically if you run a physical products business which you do here you're like okay we made money now let's take all of that profit gross profit

[34:51] YouTube https://youtu.be/8C_6qojTA78?t=2084 || Helping E-Commerce Business Owners Scale
that we had and go buy more so we can sell more right right so this is where like you probably have what's your like what's your financial the financial side of the business the financial ops look like my accountant handles it your who my accountant oh your accountant does it okay you will need to have soon a relatively strong finance person

[35:13] YouTube https://youtu.be/8C_6qojTA78?t=2106 || Helping E-Commerce Business Owners Scale
uh who can give you better forecasting so that you can it's not just like how much cash we have in the bank account, let's go buy more It's like we can only afford to buy this much given this growth rate that we want to have. Mhm. Um otherwise you will get into these probably cash crunches that you're feeling right now. It's not that the business isn't profitable cuz I'm guessing the headcount's not super. So,

[35:32] YouTube https://youtu.be/8C_6qojTA78?t=2125 || Helping E-Commerce Business Owners Scale
so our so our shows will make anywhere from like 5 to 7,000 in profit depending on like the volume that we did that day. So, we know the profit like per show. However, um that's where the skill comes into play. Like if a show is not going well, we need to have that person trained to be able to do the do the thing and and so

[35:50] YouTube https://youtu.be/8C_6qojTA78?t=2143 || Helping E-Commerce Business Owners Scale
that's why not knowing how much to pay them is the Well, I mean, I think doing a percentage would make sense. Percentage of profit. Yeah. Like a salesperson. Okay. And so you can buy or build that, right? So you buy it as I would just go to many micro influencers who are already like on Amazon hawking stuff and

[36:08] YouTube https://youtu.be/8C_6qojTA78?t=2161 || Helping E-Commerce Business Owners Scale
be like, "Well, they already do live streams and they already do sell and I bet I could teach them to do this for me." That is a buy version because you already know it's already proven. You're just saying, "Hey, do it under my umbrella." The build version is that you have to kiss a lot more toads and try and look for who has

[36:24] YouTube https://youtu.be/8C_6qojTA78?t=2177 || Helping E-Commerce Business Owners Scale
already built in a bunch of soft skills. Mhm. And then you can hire for the smallest skilled efficiency that you know how to train. Okay. So, Amazon affiliates. Well, you can do either, but like Yeah. I mean, obviously this is going to be a lower risk thing and then you just have to have some agreement that they're going to only sell for you for x period of time.

[36:40] YouTube https://youtu.be/8C_6qojTA78?t=2193 || Helping E-Commerce Business Owners Scale
Mhm. Like a contract. Yeah. Like a contract. Thank you. Yes. But I would but big picture because I want to make sure that you're good. Um the indeed warehouse stuff that's just like commoditized. I mean you have a warehouse, maybe you have to have it for your business, but like I don't see that as like that's not a core differentiator. You might h you're not

[36:57] YouTube https://youtu.be/8C_6qojTA78?t=2210 || Helping E-Commerce Business Owners Scale
different because you have a warehouse behind you. That's not special. So the roles that you have there, it's like they need to be like have a pulse, have a good leader there, let them just deal with it. Your your star factor is going to be your ability to train people to sell. Mhm. And so that's like where is your what is

[37:15] YouTube https://youtu.be/8C_6qojTA78?t=2228 || Helping E-Commerce Business Owners Scale
like what is the true pinpoint of where the most value gets created for you as the founder, the entrepreneur is that you need to be able to take somebody and teach them to sell. I Yeah. Um my and you have to break it down in in terms of the most concrete language you possibly can. And so think of everything purely in terms of behavior and do do

[37:36] YouTube https://youtu.be/8C_6qojTA78?t=2249 || Helping E-Commerce Business Owners Scale
not use any amorphous words. So and like I need you to have higher energy. That means nothing. I need you to raise your voice. I need you to talk faster. I need you to have your shoulders back. You have to describe things that people can see and then other people will describe them as having high energy, having charisma, having confidence. And so if

[37:53] YouTube https://youtu.be/8C_6qojTA78?t=2266 || Helping E-Commerce Business Owners Scale
you want to teach someone to present, you have to tell them what to do with their body and their voice and it will be far faster for you. And what you'll find is the training lap, the reason it takes so long for people to train or they can or they can't train sales people or presentation people is because they literally do not use words that

[38:10] YouTube https://youtu.be/8C_6qojTA78?t=2283 || Helping E-Commerce Business Owners Scale
other people understand. Like this is the problem. This is why most companies cannot teach people to do because they say have more charisma and then the person listens and it's like I'll translate that into what I think charisma means which who knows what they think it means right and then we're just playing this telephone game where no one agreed on what are the

[38:27] YouTube https://youtu.be/8C_6qojTA78?t=2300 || Helping E-Commerce Business Owners Scale
behaviors I want you to do that will compress the amount of time that it will take you to get some one up to speed and two long term if you can develop this sales training then you can have a stable of stallions that are on 247 for you working in your in your barn So that I don't know why it's animals now, but let's go with it.

[38:45] YouTube https://youtu.be/8C_6qojTA78?t=2318 || Helping E-Commerce Business Owners Scale
So that that's actually that brings up the a good point. So I I I have um so my girl, like I said, she's my house cleaner, shows up at my my door one day. She's she's like, "Hey, I want to be you." Yeah. And she's like, "I'm a copy and paste of you." And she became me. Yeah. Now there's a little bit like a little

[39:04] YouTube https://youtu.be/8C_6qojTA78?t=2337 || Helping E-Commerce Business Owners Scale
bit of a how can I cuz obviously I had to learn the care part like from Leila. Um, so I learned to care a part. Um, and um, now I have it, but then I've seen her I mean I've seen situations kind of like not go the way they should because she's too she's a copy and paste of me from yesterday. Uhhuh. So um, I'm starting to see those.

[39:28] YouTube https://youtu.be/8C_6qojTA78?t=2361 || Helping E-Commerce Business Owners Scale
What's the problem? Human put her in front of the camera, have her sell, and get her out of the building if like if she can sell. Yeah. So let her sell. Don't have her manage people, have her sell. Got it. Understood. Thank you. This is good talk. Yeah. Okay. Thank you. Real quick, I have a gift for you. This is the $100 million scaling road map. It's something that my team and I put

[39:51] YouTube https://youtu.be/8C_6qojTA78?t=2384 || Helping E-Commerce Business Owners Scale
200 plus hours into building and breaking the stages of scaling into 10 steps. All right. And so what we did is we broke down everything that got us basically got us stuck and what we did to break free at each level of the business. And if you'd like to know what product, marketing, sales, customer service, IT, recruiting, human uh

[40:08] YouTube https://youtu.be/8C_6qojTA78?t=2401 || Helping E-Commerce Business Owners Scale
resources, and finance look like at the stage that you're currently at, this is a free gift. So all you have to do is go to aquis.com/romap. You can plug in your business information. And if you want our help, you want my help to help you break through whatever level of scaling you're at. This is not a promise. I'm just saying I'd love to help. Um on the thank you page, you can book a call. Uh

[40:25] YouTube https://youtu.be/8C_6qojTA78?t=2418 || Helping E-Commerce Business Owners Scale
every month we have a workshop out here at my headquarters. She actually talked to my real team that does does our marketing, does our emails, does our ads, does our copy, does our does our does our sales, does our finance, does our recruiting. The real people are doing this at a very high level. And what's really cool about that is that they can typically find and spot what the constraints are in a business like

[40:43] YouTube https://youtu.be/8C_6qojTA78?t=2436 || Helping E-Commerce Business Owners Scale
that. And so it's one of the most valuable things that I could possibly do. Obviously, you know, space is limited based on our actual headquarters. Um, but if that's interesting, on the thank you page, you can book a call. No pressure. This is a gift either way. It's absolutely free.


VIDEO
TITLE: Helping a $1M Agency Hit $10M (17% Monthly Churn)
URL: https://youtu.be/8TVWULd5a8M
PRIMARY_TOPIC: scaling
TOPICS: scaling, retention-churn, offers, niche, case-study

[0:00] YouTube https://youtu.be/8TVWULd5a8M?t=0 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
Not much. Hey, first and foremost, I just want to say Vantage has been an absolute game changer. The AI, the AI is, to put it in Justin's words, disgusting. It's given us so much clarity on our business. And just like the last guy said, like the community is just such high caliber people. It's made such a big difference. So, thank you.

[0:18] YouTube https://youtu.be/8TVWULd5a8M?t=11 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
I appreciate it. Um, getting into my situation. So, I'm like the seventh guy to say this today, but I'm 24. My wife and I, we just learned we have to pay for IVF treatments. really expensive. Sorry. And my 23-year-old business partner and his wife are pregnant as well. It's like a baby. Yes. Yes. We basically have a 9month

[0:40] YouTube https://youtu.be/8TVWULd5a8M?t=33 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
time clock going to solve our biggest constraints so we can obviously make enough money to support them and be present with our kids as we're having them. Um so for context, we sell done for you content marketing services to door to door and life insurance salesmen. We do content and ads for them. We make a million dollars per year

[0:59] YouTube https://youtu.be/8TVWULd5a8M?t=52 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
and we want to be at the $10 million per year mark, but our churn averages at 17% per month. Um, I think it's an issue of being too far down market. Um, and so I'm I'm wondering how do I create an offer in marketing that will attract up market people and decrease our churn. Yeah. So, um, okay. So, you're doing for

[1:19] YouTube https://youtu.be/8TVWULd5a8M?t=72 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
uh done for you for Georgia right now. Are you helping them attract sales people or you helping them attract uh like home homeowners? Sales people. Helping them grow their teams. Yeah. Yeah. Yeah. I got it. Okay. Um All right. So when you're saying so the Okay. So what's are you just doing just doing Legion and then All right. Let me

[1:37] YouTube https://youtu.be/8TVWULd5a8M?t=90 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
reverse. Which avatars are working out? Really just the higher earnner guys um and that that are getting recruits. What's really hard about the industry is like we can get people to get recruits in their downline, but then when they're not like high enough level people to train them, then on the back end, they don't

[1:58] YouTube https://youtu.be/8TVWULd5a8M?t=111 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
actually make any money off. No, that tracks. So, what So then if you were to say what are the requirements in terms of revenue uh for somebody to like or or team size for someone to like to be a high likely candidate of not turnurning? Yeah. Our best best clients make over 800k a year in in personal commissions

[2:20] YouTube https://youtu.be/8TVWULd5a8M?t=133 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
and plus how much they make on the their downlines. Team size, it kind of varies by industry how big your team needs to be. Um but yeah, like around the 30 person mark on their sales team is is a good indicator. Okay. So to me I hear call it 750 750k plus is qualifier number one. Number two is you have to have a training system.

[2:43] YouTube https://youtu.be/8TVWULd5a8M?t=156 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
And number three is you need to have at least call it 10 plus guys. So if every person that you signed up had a training system, had over 10 guys in their downline, and was doing 750 a year, would you say that that would be a good avatar to work off of? Yeah. Okay. So that's number one. Now, um what's the price point right now?

[3:02] YouTube https://youtu.be/8TVWULd5a8M?t=175 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
Uh it was we have two packages. Our top package was $39.95 a month. Uh lower package is 3,000 a month. That's weird. That's the same price. Um what's that? Is the by the way the same price. Um from a buying like a buying bucket perspective, it's same same. Um so of these call it three and 4K a month uh

[3:24] YouTube https://youtu.be/8TVWULd5a8M?t=197 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
customers. Do you have any idea what the churn is amongst these more qualified people? A lot lower. Uh I I can't say like would you say it's five? Would you say it's 5%? Would you say it's 10%? Would you say it's half? I can say that these people stay for like over a year. People say for like three months.

[3:46] YouTube https://youtu.be/8TVWULd5a8M?t=219 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
Yeah. Game over. Okay. This is great. So, what's CAC right now? Uh, including the sales commission, it's like 2100, dude. Hold on. So, is the only reason you haven't scaled this up? Um, well, okay, let me ask the other question. What percentage of customers are the ICP or this good person versus the bad

[4:02] YouTube https://youtu.be/8TVWULd5a8M?t=235 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
person? Oh, so low. We have like six uh six out of the 40 that we manage that are the ICP. Okay, got it. So, I think what you're going to need to do is this. I'm going to give you a short term and long term, okay? Because we got to make money today, but like So, what I want you to do is I want you to have um basically 5K

[4:24] YouTube https://youtu.be/8TVWULd5a8M?t=257 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
um as your price to the uh to the minnows who are coming in. Okay. Five or six. I I'm kind of agnostic there. uh for minnows and just say that it's build quarterly. So that's actually a price drop for you, but I think if it's build quarterly, it'll give them more runway to actually like get going and whatnot and it'll

[4:42] YouTube https://youtu.be/8TVWULd5a8M?t=275 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
have a little bit bigger commitment for you and you can still generate some cash. This is shortterm. Longterm, what we need to do is we need to change all the messaging to the avatar to the correct avatar. And so if you only talk to the correct advert like whenever you talk to a slice of the audience, everything underneath

[5:00] YouTube https://youtu.be/8TVWULd5a8M?t=293 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
always applies and it basically cuts off around what you're talking. So if you're if I say, you know, million-dollar plus business owners, um like obviously we qualify everyone for you know a million plus um minus the people we grandfathered from the launch. Um but there's we get tons of people who are

[5:17] YouTube https://youtu.be/8TVWULd5a8M?t=310 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
below that who apply, right? And so we just have to qualify the people that we sell. And so if the messaging doesn't say this, then you're not going to attract them. Yeah. Right. Okay. Now, how much does because you might be a little mispriced because I kind of like I kind of like like 5K a month and

[5:36] YouTube https://youtu.be/8TVWULd5a8M?t=329 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
5K a quarter. So 5K a quarter for the me. The two tiers. Yeah. Because they're too close. 3K and 4K is the same number. Yeah. So I want to take the lower one, make it lower. I want it closer to like $1,500 a month is what I'm thinking. And then for the higher tier, it's like those guys the 5k a month is nothing for them,

[5:57] YouTube https://youtu.be/8TVWULd5a8M?t=350 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
right? Yeah. But they think it's a lot often times. But yeah, but I mean no like every they're sales people like I mean everyone's going to negotiate like every vendor I have is charging me too much like like whatever. What we care about is their behavior. Are they cancelling? No. So it's not too much,

[6:17] YouTube https://youtu.be/8TVWULd5a8M?t=370 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
right? Yeah. And are they buying? Yes. When you get them on the phone, right? Yes. Right. So, I I mean, I think, and this is you're going to you're going to, you know, your pants when I say this. I think you're probably going to be in a world um where you might be at the 5 to 10,000 a month in the not too distant

[6:32] YouTube https://youtu.be/8TVWULd5a8M?t=385 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
future. Remember, if 750K is the minimum, right? People above that, you know, 60K, 80K, it's not going to make a huge deal because if they're going to get all the sales people they need to triple their income, like what are we talking about? You know what I'm saying? Yeah. Right. So, two questions with

[6:48] YouTube https://youtu.be/8TVWULd5a8M?t=401 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
that. The first one being so how we get our leads. Right now, I do a little bit of paid ads, but mostly like organic content. And I just feel like the the amount of people that are in the ICP from a content perspective is so small. Like I don't know total TAM is, but it's not I don't feel like it's enough to if I'm making organic content,

[7:10] YouTube https://youtu.be/8TVWULd5a8M?t=423 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
it actually perform well enough. Dude, welcome to my world. Do you know what percentage of businesses are? One, there's 9% of people in a business. Of the people that own a business, percentage of people that are over a million is like 5% of that 9%. That's just a million. Forget 10, right? Just a million. So, I'm already like half a

[7:28] YouTube https://youtu.be/8TVWULd5a8M?t=441 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
percent of all people. So, like there's nothing wrong with saying I'm skimming from the top and I'm serving it because what here's the thing that that that if I could show you a map visually, did you watch the um the YouTube video I made that was like the 511 rule? Did you see that one? I haven't seen that one. No.

[7:44] YouTube https://youtu.be/8TVWULd5a8M?t=457 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
Watch it. Okay. So, that video basically I put this map out where I put a hundred circles to represent 100% of people, right? And if you draw a line in the middle, if you look at all wealth, 50 of those dots have $2. And then the next like 40% have like $25. And then the next 9% have like $36. And then the top 1% has like $32.

[8:15] YouTube https://youtu.be/8TVWULd5a8M?t=488 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
And so if you look at that map, the fact that you can only serve this tiny amount is not a tiny amount of the money. So So you think putting out content as the main source of getting the leads like in terms of content and ads? Content and ads. All the messaging through the funnel and the offer needs to apply to this avatar

[8:36] YouTube https://youtu.be/8TVWULd5a8M?t=509 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
because you're going to spin your wheels forever at 70% sure. You're not going to grow. Yep. Right. Yeah. That's how it's been the last year and a half. So, you're going to still get minnows and that's fine. We're going to put them into a lower price at a less frequent billing cadence to hopefully give them a

[8:49] YouTube https://youtu.be/8TVWULd5a8M?t=522 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
little bit more on-ramp time without them having to make another purchasing decision to hopefully get kind of upskilled enough to make it work. Inside of that minnow thing, I would probably include a training on how to build a training or just build a training and then give it to them and then have them execute it. Some of them

[9:02] YouTube https://youtu.be/8TVWULd5a8M?t=535 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
are going to do it, some of them are not. This is short-term cash flow. But the long-term play, and I need you to do this in terms of your data tracking, separate out your ICPs from nonICPs and then track that churn separately. Okay, that's the turn I care about. If we can get that turn to sub 3% a month, we're

[9:18] YouTube https://youtu.be/8TVWULd5a8M?t=551 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
killing it. All right. Okay, that's the game. Amazing. My second question is in terms of what that lower So for 1,500 a month, we have our our like cost to deliver for the everything. Do less. Just do less. Yeah. Less pieces of content per month or less. I mean, realistically, you need to use AI more and automate a huge portion of

[9:40] YouTube https://youtu.be/8TVWULd5a8M?t=573 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
that. That's real. Recently learned that. Yeah. Yeah. Okay. Like we have a we have a YouTube channel that we just started that with one guy and we're putting out 20 videos a day. That's crazy. That's crazy. Right. So like it's you you have to lean into this and if your team's not like the biggest thing out of all this is you

[10:00] YouTube https://youtu.be/8TVWULd5a8M?t=593 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
like your your cost basis and your pricing is based on your old delivery model. We need to change the delivery model so that you can have significantly higher gross margins. That's like big flashing Vegas signs. Beyond that is change the avatar to 750. They have to have training and at least 10 sales

[10:16] YouTube https://youtu.be/8TVWULd5a8M?t=609 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
guys. We can split the pricing for minnows and whales. Minnows get 5K per quarter. Whales get 5K per month. Messaging has to now match this new avatar. We need to segment churn. Number four, segment churn between the uh ideal customers and the minnows so that we can actually track once you hit I'll just

[10:32] YouTube https://youtu.be/8TVWULd5a8M?t=625 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
call it 5% a month churn with the correct avatar. Scale it. Nice. That's amazing. Thank you so much. Yes. Super cool. I appreciate appreciate you. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million

[10:50] YouTube https://youtu.be/8TVWULd5a8M?t=643 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if

[11:04] YouTube https://youtu.be/8TVWULd5a8M?t=657 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with,

[11:16] YouTube https://youtu.be/8TVWULd5a8M?t=669 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on

[11:30] YouTube https://youtu.be/8TVWULd5a8M?t=683 || Helping a $1M Agency Hit $10M (17% Monthly Churn)
the thank you page. You can just book a call with my team and we will look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Law Firm Solve a Marketing Constraint
URL: https://youtu.be/8mjvHvhMaQo
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/8mjvHvhMaQo?t=0 || Helping a Law Firm Solve a Marketing Constraint
I'm a law firm owner looking to scale my law firm. Sure. And I've identifially up today identified two major constraints. One is the marketing is all outside agencies and I don't really know a lot about it. So I want to bring that in and also I think I need to start hiring higher level talent to start basically

[0:20] YouTube https://youtu.be/8mjvHvhMaQo?t=13 || Helping a Law Firm Solve a Marketing Constraint
unicorn parts of what I do. Yep. And we are I guess another concern would be we are a cash flow intense uh conrade. Yeah. So at what point I guess do you put it all together? What do you think is the better route to go if you have to do one or the other? Is it the one that attorney train attorney I think both are

[0:44] YouTube https://youtu.be/8mjvHvhMaQo?t=37 || Helping a Law Firm Solve a Marketing Constraint
six month endeavors if I'm just guessing. Recruit and train top talent or build an in-house marketing team. one brings it in, one is money. You know, if I had to do one or the other first. So, um I would because you have a small team. You have six people, right? Six or seven people, right? So, um I think that the

[1:08] YouTube https://youtu.be/8mjvHvhMaQo?t=61 || Helping a Law Firm Solve a Marketing Constraint
best from what I see, the law firms that make the most money are exceptional promoters, especially in the transactional space, which you're in. Um, and so I would hire an exceptional agency that has a proven track record and I would study everything they do. Have you read the agency's chapter in leads book?

[1:24] YouTube https://youtu.be/8mjvHvhMaQo?t=77 || Helping a Law Firm Solve a Marketing Constraint
I have not. Read that chapter. So it literally does like this is how I do this is how I learn marketing. So I go to agencies and I say hey um and I like agencies uh most times more than the coaching world because agencies have to produce results or they get fired. Um, and so I go to agencies, ideally ones that have I get

[1:42] YouTube https://youtu.be/8mjvHvhMaQo?t=95 || Helping a Law Firm Solve a Marketing Constraint
from referrals and then I tell them I want to steal everything that you have, but I will do it over a longer period of time because it'll take me time to learn and I will compensate you for the difference. So your normal people probably turn out at, you know, month, three or four. It'll probably take me

[1:56] YouTube https://youtu.be/8mjvHvhMaQo?t=109 || Helping a Law Firm Solve a Marketing Constraint
longer than that. So you'll pay more I'll pay more there and then after I do kind of absorb what you're doing, um, I'll pay you a consulting period after that to make sure I can troubleshoot. So, you'll make more LTV than than a normal customer, but I'll do that in exchange that I want you to show me what

[2:11] YouTube https://youtu.be/8mjvHvhMaQo?t=124 || Helping a Law Firm Solve a Marketing Constraint
you're doing. This is how I've learned every platform. I just pay someone more. Okay? Because the agency I have right now is there's no transparency. They like money and they give you, right? And that's why at the onset, read the chapter. I literally have a script in there of what you say to the person.

[2:27] YouTube https://youtu.be/8mjvHvhMaQo?t=140 || Helping a Law Firm Solve a Marketing Constraint
Uh, and if they say no, then you go to another agency and you read the script again. Okay? That's what I do. The answer is agency marketing. If I were in your position and I had six employees, I would rather learn it because in order for you to succeed at the level I think you want to succeed at, you've got to know this stuff. So,


VIDEO
TITLE: Helping an Online Coaching Business Get to $50M/Year
URL: https://youtu.be/8rx0OQy1a2s
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/8rx0OQy1a2s?t=0 || Helping an Online Coaching Business Get to $50M/Year
and I sell advertising training to business owners. So, all paid ads. Um, we'll do five or six million. I'm optimistic. So, we're going to go with six because it sounds better. I like five or six. Okay. Okay. Yep. Um, I would like to be at 50 million. Okay. Um, obviously not this year. What's stopping me is my capacity for sure.

[0:18] YouTube https://youtu.be/8rx0OQy1a2s?t=11 || Helping an Online Coaching Business Get to $50M/Year
Sure. And so, my question is after hearing today that you spend 80% of your time on content, I'm trying to figure out what are the only things that I should do for me and then what should I delegate? Yeah. I don't have anybody that I pay more than 100,000. So, that's one thing I feel like I'm missing out.

[0:34] YouTube https://youtu.be/8rx0OQy1a2s?t=27 || Helping an Online Coaching Business Get to $50M/Year
What are your margins? My I know. Yeah. Sure. 2.5 on five. Mhm. That's great. That's amazing. Yeah. It's super good. I was excited yesterday. That was the best reaction. Um, so here's so the so you're I want to I want to answer your question with a perspective shift. So you're now getting to the point where

[0:58] YouTube https://youtu.be/8rx0OQy1a2s?t=51 || Helping an Online Coaching Business Get to $50M/Year
you have enough money where you have to start thinking about return on capital, right? Return on invested capital within a business. And so if you have $2.5 million, right? You can think of that as like, okay, well, if I take that out of the business, which you would because I'm sure it's an LLC or whatever, right?

[1:11] YouTube https://youtu.be/8rx0OQy1a2s?t=64 || Helping an Online Coaching Business Get to $50M/Year
So it's like, okay, so I've got call it 1.5 million after taxes that I can put in my pocket. Yeah. Which there's nothing wrong with that. I'm a big fan of putting money into pockets. The the other way of thinking about it though is like, okay, well, what if I were to take 200,000 of that um and I take my taxable from 2.5 to 2.3

[1:28] YouTube https://youtu.be/8rx0OQy1a2s?t=81 || Helping an Online Coaching Business Get to $50M/Year
and then that $200,000 person, it makes me an extra million. And so that's where I think the the I still believe that the biggest arbitrage opportunities that exist right now in business are still on talent. And I can tell you right now, I'll tell you a story because I think it'll it'll drive it home. I'm talking through you

[1:45] YouTube https://youtu.be/8rx0OQy1a2s?t=98 || Helping an Online Coaching Business Get to $50M/Year
to everybody else. So the moment like my the best talent one of my one of my favorite people on earth is he here strong here one of my favorite people on earth uh said said this to me and I' I've always remembered it since he said he said um your best talent is always in the future. So right now think about the

[2:01] YouTube https://youtu.be/8rx0OQy1a2s?t=114 || Helping an Online Coaching Business Get to $50M/Year
people who used to work for you like five years ago. Can you think about that team right now? Could that team run your business right now? They would die, right? And you would die too. Um, and so the thing is is that there's five years ahead of you looking back today on your team who feels the exact same way.

[2:22] YouTube https://youtu.be/8rx0OQy1a2s?t=135 || Helping an Online Coaching Business Get to $50M/Year
And so my goal is how do we shrink that gap as fast as we possibly can? Um, so that we can pay down your talent debt because right now that's what your debt is. So basically you're choosing to make more money, but you're paying by making more money. You're increasing your debt for humans. And so businesses can incur

[2:41] YouTube https://youtu.be/8rx0OQy1a2s?t=154 || Helping an Online Coaching Business Get to $50M/Year
lots of different types of debt. And whenever you start a business, you always incur debt. The question is which type of debt you want to incur. You incur financial debt. You borrow money and then you start the business. But maybe if you borrow money, you can hire people that you otherwise couldn't hire.

[2:52] YouTube https://youtu.be/8rx0OQy1a2s?t=165 || Helping an Online Coaching Business Get to $50M/Year
And so you don't incur as much talent debt or as much management debt. You might incur technical debt. Okay? I don't have a CRM. I don't have data. Some of the constraints we talked about earlier, right? Like that might be some of the debt. And so there's different types of debt that you can incur. You

[3:03] YouTube https://youtu.be/8rx0OQy1a2s?t=176 || Helping an Online Coaching Business Get to $50M/Year
have talent debt. And so the goal would be, especially because you're in a service based business, your business will be capped for sure by the culture that you keep, which is going to be on you, and the people that proliferate that culture is the people you attract. And so if you want to grow this business,

[3:18] YouTube https://youtu.be/8rx0OQy1a2s?t=191 || Helping an Online Coaching Business Get to $50M/Year
which is all based on service, it's all based on people. And so you have to bring people that you're got to be like, if you're not paying more than $100,000 a year, it's 100% you who is making this happen, which is kudos to you for being skilled. On the flip side though, it doesn't have to be that way. And you would be amazed

[3:34] YouTube https://youtu.be/8rx0OQy1a2s?t=207 || Helping an Online Coaching Business Get to $50M/Year
at the talent that you can get when you crack. Like you might want to just jump to 250,000 a year and you'll be like, "Oh my god, these people are so much better." And what's scary is when you pay someone 500,000 a year, you're like, "Oh my god, this is a totally different level." Then you pay someone a million

[3:47] YouTube https://youtu.be/8rx0OQy1a2s?t=220 || Helping an Online Coaching Business Get to $50M/Year
dollars a year. You're like, "Holy I didn't know people could you made they they made people like this, right? And then eventually you you get people, you know, like Shiron and you're like, he's he's just he's just better than I am, you know? Then maybe someday I I'll convince Shiron, right?" And so

[4:01] YouTube https://youtu.be/8rx0OQy1a2s?t=234 || Helping an Online Coaching Business Get to $50M/Year
the point is is like you just want to find people who are absolutely unreal. And the litmus test that I have is that you feel this like desperation in your core when you talk to them. You're like, I have to have this person. It's not like, oh, I have this role. This person seems like a pulse and not a

[4:16] YouTube https://youtu.be/8rx0OQy1a2s?t=249 || Helping an Online Coaching Business Get to $50M/Year
I guess this is the least bad of the 10 people I've talked to. I would encourage you if you're ever in that situation, this is the least bad. Just don't just keep keep looking. Okay? Like we will keep we will keep a role open for weeks or months if we do not find the person. And so we are always actively recruiting and we have a lot of

[4:31] YouTube https://youtu.be/8rx0OQy1a2s?t=264 || Helping an Online Coaching Business Get to $50M/Year
flow. And so you guys got to meet the team this morning so you have a little bit more context. Smart people, very good at what they do. But in order to do that, like those people do not cost $250,000 a year. They're significantly more than that. Yeah. I've told myself up until now that I'm saving money by paying less. And

[4:48] YouTube https://youtu.be/8rx0OQy1a2s?t=281 || Helping an Online Coaching Business Get to $50M/Year
you're right. It's like costing so much more. Yeah. It's you are always paying. It's just what you're paying. You you pay with the thing you care the least about. So good. Thank you. Yeah. You bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the

[5:05] YouTube https://youtu.be/8rx0OQy1a2s?t=298 || Helping an Online Coaching Business Get to $50M/Year
$100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing

[5:19] YouTube https://youtu.be/8rx0OQy1a2s?t=312 || Helping an Online Coaching Business Get to $50M/Year
where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with,

[5:32] YouTube https://youtu.be/8rx0OQy1a2s?t=325 || Helping an Online Coaching Business Get to $50M/Year
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out. on

[5:46] YouTube https://youtu.be/8rx0OQy1a2s?t=339 || Helping an Online Coaching Business Get to $50M/Year
the thank you bay genius. Book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: You Need Recurring Revenue
URL: https://youtu.be/9_UfW-kknqQ
PRIMARY_TOPIC: scaling
TOPICS: scaling, retention-churn, offers, scaling

[0:00] YouTube https://youtu.be/9_UfW-kknqQ?t=0 || You Need Recurring Revenue
Um, I do about $12 million a year. Amazing. I coach real estate agents. Um, I teach them social media marketing and sales. And my biggest constraint, well, I'm at the 12 million. I want to get to like 36. Um, and I think it could easily be done, but not so sure with my avatar. Okay. Um, I think my biggest constraint is I'm

[0:18] YouTube https://youtu.be/9_UfW-kknqQ?t=11 || You Need Recurring Revenue
kind of like at a point where I'm ready to sort of venture past just real estate agents and but I'm not exactly sure, you know, what I should be doing and who I should be going after. Um, I love high ticket sales. So, we do our we average about a million dollars a month through selling high ticket through a three-day virtual

[0:36] YouTube https://youtu.be/9_UfW-kknqQ?t=29 || You Need Recurring Revenue
event. I've done it five years in a row every single month. Um, and so I don't I just kind of more of a counseling session right now with me. I mean, right. Every month she does an event and she still makes money. Isn't that wild? She's making a million a month in virtual events. Yeah. Brazilian dollars, you know. But

[0:56] YouTube https://youtu.be/9_UfW-kknqQ?t=49 || You Need Recurring Revenue
um um okay. So you want to do more. Um my wager is that like you could absolutely have a hundred million dollar plus business in real estate. The issue is that there's no revenue retention. That's the like you know how to market and sell. No question. You're great at it. Great on camera. You can pitch. You

[1:16] YouTube https://youtu.be/9_UfW-kknqQ?t=69 || You Need Recurring Revenue
can do events. Like you have all the promotion skills. You just don't have a thing that's that keeps people. And so like if you think about how many people you've sold over the last five years, like if you had half of those people still paying you $2,000 a year, the business would be $40 million a year

[1:32] YouTube https://youtu.be/9_UfW-kknqQ?t=85 || You Need Recurring Revenue
right now. Right. Somewhere in that neighborhood. Totally. Yeah. Right. And so the issue is like if I could go back in time and redo Gym Launch, I would have focused 100% on revenue retention and just basically disregarded everything else until I solved that. Because the thing is is kind of like we were talking about

[1:46] YouTube https://youtu.be/9_UfW-kknqQ?t=99 || You Need Recurring Revenue
earlier with the um the leverage for monetization. Your ability to blow something up will always be there. you're always you're like you have enough skills, you have enough network, you have enough money that you will be able to even if things change, you'll figure it out. I'm not worried about that. And so like the one like the

[1:59] YouTube https://youtu.be/9_UfW-kknqQ?t=112 || You Need Recurring Revenue
deficiency for skills that you have right now is around finding a service and or product that people don't cancel from. And if you can just do that, that's the thing that will get you to 50 100 plus. Like that's it. So what is it? Well, the thing in real estate is that like I'm surprised that you never did like your own brokerage

[2:19] YouTube https://youtu.be/9_UfW-kknqQ?t=132 || You Need Recurring Revenue
because your ability to Well, no, I do. I have EXP and I'm like I'm like top 1% with EXP, you know, but Well, doesn't that keep compounding? Yeah. Yeah. I mean, all it's doing really well. No, but like every year does Well, when did you start doing it? Uh about five years ago or so. Okay. So, you started five years ago.

[2:35] YouTube https://youtu.be/9_UfW-kknqQ?t=148 || You Need Recurring Revenue
Then what payouts are you getting from EX or X whatever it is? Uh compared to 20 grand a month, but it's like passive. I don't do any like I zero zero time on it. Well, it used to be about 50, but with the real estate market changing, it's like Yeah. Um, no, I meant like I mean they have the Rapture model kind of,

[2:53] YouTube https://youtu.be/9_UfW-kknqQ?t=166 || You Need Recurring Revenue
you know. I don't love like I think the thing is is like I feel like I'm over real estate, you know? They're just a I love them. So, if this is on camera, don't tell anybody, but I love realtors. They're amazing and I always want to help them and I can because I Yeah. forever and always because they're

[3:06] YouTube https://youtu.be/9_UfW-kknqQ?t=179 || You Need Recurring Revenue
great. They're amazing. But I mean, I do the I came up from real estate and they're like always grateful. It's kind of like when you were at gym lunch, right? It's like now too I can my virtual events I'm not even there. So they run five months and I'm not even in them. It's recorded. You can't even you

[3:18] YouTube https://youtu.be/9_UfW-kknqQ?t=191 || You Need Recurring Revenue
know you won't wouldn't know it. But so I can I can actually do something different and and have the time and energy you know. I just How many hours a week are you spending on the business? Um I'm kind of a workaholic but I love it. Like I'm you know I just but I only because I want to because I really enjoy

[3:32] YouTube https://youtu.be/9_UfW-kknqQ?t=205 || You Need Recurring Revenue
it. So can I give you a challenge? Yes. I stop work at 5 every day. Okay. Can you stop work at 9:00 a.m.? No. I wouldn't want to. Yeah. Well, I want to challenge you to do it because I think that you are you have so much activity level. Like you have high activity. Like everyone here would probably say that you have high activity

[3:48] YouTube https://youtu.be/9_UfW-kknqQ?t=221 || You Need Recurring Revenue
just from like hearing you talk. Um no, it's a compliment. Um you probably do so much in your business that you're not even aware of. And so I think that like the challenge for you is like it's very easy to say that'll just run and it'll be fine. I want to start this other thing. But it it'll it's the same conversation we had

[4:10] YouTube https://youtu.be/9_UfW-kknqQ?t=243 || You Need Recurring Revenue
earlier. Like it won't be fine because there's so many tiny things that you do because you have so you're so fast in your activity that like you don't even notice it. You're like, "Oh yeah, quick decision there, quick decision there." It's like it wasn't even a thing. Like you don't even realize the work that

[4:21] YouTube https://youtu.be/9_UfW-kknqQ?t=254 || You Need Recurring Revenue
you're doing. And so I would I'm like gung-ho. I'm totally fine on Chris Mayor opening, you know, starting the Christian More brand and doing whatever you want to do on that side. If you want to go mass market because that's like where your heart's pulling you, fine. But the challenge would still be like

[4:37] YouTube https://youtu.be/9_UfW-kknqQ?t=270 || You Need Recurring Revenue
this thing has to truly run without you. And so the test is like can you spend a month not doing anything and have it still keep making money and you're doing one event a month. So it's like maybe you have to do like three or four months to prove out that it actually works. Like my preference is six which I think

[4:53] YouTube https://youtu.be/9_UfW-kknqQ?t=286 || You Need Recurring Revenue
you'll like pull your hair out and you're like I like my hair and you know it'll be a whole thing, right? Um, but I think like find a hobby that you can do for six months and you will find all the holes in the existing business that could potentially enable you to do the other thing if you so chose. Otherwise,

[5:07] YouTube https://youtu.be/9_UfW-kknqQ?t=300 || You Need Recurring Revenue
like this business will eventually decay because you the star power won't be there. Um, and the new thing will start paying for the old thing and then it'll be this big mess of like this team is being used over here too. I'm splitting resources because I don't want to start hiring all these other people because

[5:21] YouTube https://youtu.be/9_UfW-kknqQ?t=314 || You Need Recurring Revenue
it's pre-revenue blah blah blah blah blah. I guess I just want something I love more, you know, like I my you know, you hate the word mindset, but I love the word mindset and it's like I I just more motivation and inspiration, that kind of thing, but you know, that's not where the money is because you have to

[5:34] YouTube https://youtu.be/9_UfW-kknqQ?t=327 || You Need Recurring Revenue
give them what they want and sell them what they need kind of a thing, right? So, I sort of get to do that through real estate, but I'm I'm capped and I just like I want to do bigger. You're capped with money or you're capped? Not with not with money. I mean, I could quit right now. Not like No, no, I'm saying the business is

[5:48] YouTube https://youtu.be/9_UfW-kknqQ?t=341 || You Need Recurring Revenue
capped moneywise. Uh, no. We could still I mean, we're not as profitable as we were. Well, you said you want to get to 30 something. Yeah, you could do that within your existing opportunity. Realers for sure. There's a million. It's saying how broke they were. Like the first thing you said earlier, I was

[6:03] YouTube https://youtu.be/9_UfW-kknqQ?t=356 || You Need Recurring Revenue
like, "Yeah, they are broke." Totally. But they're still billion dollar plus companies in real estate. Yeah. Tons. So, when I said brokerage, I didn't mean you affiliating someone else's brokerage and having a rev. I just meant you owning a brokerage. I can do that. Okay, that's fine. But I'm so like

[6:18] YouTube https://youtu.be/9_UfW-kknqQ?t=371 || You Need Recurring Revenue
that's where like the machine that you're so good at is attracting realtors. And so like what machine best monetizes the attraction of realtors and so that's where it's like I own escrow, I have a title company and then you build the vertical stack. Yeah. That's if you want to build the big thing and you might not want to do that.

[6:35] YouTube https://youtu.be/9_UfW-kknqQ?t=388 || You Need Recurring Revenue
The thing is is like you want to do this motivation etc stuff. It's like what stops you from doing that now and not monetizing it? I I don't know. Oh, I think that's the, you know, one, one of my coaches said to me that he thinks that part of the reason why I'm like not scaling even more is because I do have this calling

[6:51] YouTube https://youtu.be/9_UfW-kknqQ?t=404 || You Need Recurring Revenue
and it's like the calling is keeping me from scaling more because I should be going after that, you know? So, yeah, I told her I needed a counseling session today. That's what that's what it was about. I'm like, what does Krista want to do when she grows up? I kind of feel like that's where I'm at right now, you

[7:03] YouTube https://youtu.be/9_UfW-kknqQ?t=416 || You Need Recurring Revenue
know, just not knowing the whole like, you know, holding you back because your heart's calling you. I'm like, whatever. There's stuff that you're not doing that you could be doing. Yeah. And so either you do it or you don't do it. Whether it's your heart calling you, I don't know what that means. Um,

[7:22] YouTube https://youtu.be/9_UfW-kknqQ?t=435 || You Need Recurring Revenue
you've been in this situation for a long time because it's been five years and you've been more or less at the same revenue level, I think, is somewhere in there. No, down. I mean, we were we were doing 18 million a year. We were So, it's gone down. Yeah. But over five years, you've been in the million a monthish range for a

[7:36] YouTube https://youtu.be/9_UfW-kknqQ?t=449 || You Need Recurring Revenue
while. Yeah. We just hit 70 million. Yeah. Okay. So, 70 divided by five. Okay. I mean like um you've been in that range for a while, right? And so um this is when I when like if I wanted you to leave and leave a 10 out of 10 score, I'd be like you should chase your dreams, Christa. I think that you can

[7:56] YouTube https://youtu.be/9_UfW-kknqQ?t=469 || You Need Recurring Revenue
make the you can dazzle the world. And I think that your voice is going to change millions of people's lives. And I think that you're playing small by sticking to realtors and you like relinquish that identity because of what you've achieved. That's what I would say if I wanted to get get a 10 out of 10 from

[8:11] YouTube https://youtu.be/9_UfW-kknqQ?t=484 || You Need Recurring Revenue
you. Um, if I wanted to give you business advice, I would say like you are constrained because you don't know how to grow this business more and the next business will Well, I don't even have a sales team. I have one sales person. Like we have you don't know how to grow this business more. Yeah. Because you haven't.

[8:25] YouTube https://youtu.be/9_UfW-kknqQ?t=498 || You Need Recurring Revenue
Yeah. So, like I wouldn't mind making a hund00 million a year business. I'd be cool with that. Right. That might make me not want to go after my dreams. Probably. Right. Well, this is my point. like you were at like the the whole shiny object just gets sexier at every level. The better you are, the better the

[8:40] YouTube https://youtu.be/9_UfW-kknqQ?t=513 || You Need Recurring Revenue
opportunities you have to say no to. And so like this is why like I make all the content, but like the work it's like the work we're avoiding. And I do think that you being in limbo of like ah there's this other thing over here. I'll give you a different analogy. So let's say that you have a relationship, it's

[8:56] YouTube https://youtu.be/9_UfW-kknqQ?t=529 || You Need Recurring Revenue
stable, you've been married for a while, right? And there's this, you're a tennis coach that is, you know, super attractive, whatever, and you have this fiery dynamic, whatever. And the thing is is that like some of your attention imagines what that life would be like. And so, as a result, you don't pay as

[9:12] YouTube https://youtu.be/9_UfW-kknqQ?t=545 || You Need Recurring Revenue
much attention to your marriage. Is there anything inherently wrong with the marriage? No. But you're not allocating the attention because this is stealing your attention. Your shower time, your your your driving time is like just living in this hypothetical world that only has upside and not downside.

[9:27] YouTube https://youtu.be/9_UfW-kknqQ?t=560 || You Need Recurring Revenue
Because usually our fantasies just forget the cost of achieving the fantasy. There will be just as much in that business or worse than your current one. And so like fundamentally I think that's what regret comes down to is people just imagine the upside of a path they didn't take and don't know the downside.

[9:45] YouTube https://youtu.be/9_UfW-kknqQ?t=578 || You Need Recurring Revenue
And so right now you have some regrets theoretically about this path that you haven't pursued but not the cost associated with pursuing it. And so, like I said, if I wanted to like get you all raw rod, I would say like screw this business. You're meant for the you're meant for the stars. You can you can do all these amazing things. And

[10:01] YouTube https://youtu.be/9_UfW-kknqQ?t=594 || You Need Recurring Revenue
I think that's true. Um, but I still think that you will run into the exact same revenue plateau that you're currently at because you'll still have to deal with the skill deficiency that you have and you'll recreate this business, the new one, faster than the other one. And then you will still hit the same plateau. The only thing is

[10:16] YouTube https://youtu.be/9_UfW-kknqQ?t=609 || You Need Recurring Revenue
you'll be more stressed because now you have two businesses to take care of and you'll probably split the team. This one will go down. That'll stress you out. you worry about reputation and then you'll feel like a fraud over here. Everything you said is super spot on. Can I just ask one more question that

[10:28] YouTube https://youtu.be/9_UfW-kknqQ?t=621 || You Need Recurring Revenue
aligns with it? Sure. I know that this applies to like 10 other people here. So, you're fine. Yeah. I mean, this was everything you said. It's like it's resonating big time. So, what we teach I know can help like local businesses like we've already tested it. So, I had a beta group and I taught an attorney, a dentist, a solar

[10:45] YouTube https://youtu.be/9_UfW-kknqQ?t=638 || You Need Recurring Revenue
coach, like everyone. They were like, "Oh, I love this." And so, the next thing is we were like we're ready to launch actually next month. So it's it's not different. It's the same exact thing we teach. I mean everything's the same except we're not teaching you how to do a listing presentation. We're teaching you how to

[10:58] YouTube https://youtu.be/9_UfW-kknqQ?t=651 || You Need Recurring Revenue
do a video sales letter, right? And so we we're ready to go mass market. But that's different than the benefit motivation. So this is something that that's like my dream. This is that something that we already have kind of going, but we're I I told you it was going to be a counseling session. So So basically it's

[11:14] YouTube https://youtu.be/9_UfW-kknqQ?t=667 || You Need Recurring Revenue
like but then we're thinking how do I go speak to the masses, right? It's like because when every time you speak to one, you speak to no one. The more you speak to him, the more you Right. So, it's like that's the the thing. We're we're we're doing it because but it's it's I know there's going to be

[11:27] YouTube https://youtu.be/9_UfW-kknqQ?t=680 || You Need Recurring Revenue
difficulty there. Yeah. But then when I look at like you and I know I'm not you, but like you you look at these different people, Russell, these different ones. They're speaking to the masses like entrepreneurs, experts, you know. So, it's like if they can do it and there's not very like it's a little sausage festival here. There's

[11:42] YouTube https://youtu.be/9_UfW-kknqQ?t=695 || You Need Recurring Revenue
hardly any women that are that are doing this. If Lea had an event, it would be chicks. It's fine. You know, but you know what I'm saying? Like there's not a lot. So I feel like there's room for a woman leader to come in and teach this to I agree. You know, I agree. So is there a huge risk with that, too?

[11:57] YouTube https://youtu.be/9_UfW-kknqQ?t=710 || You Need Recurring Revenue
No, I think there's significantly less risk with that than you going after just pure personal development with no business model. It's just a matter of figuring out how to get if you want to just take like how to make viral content and post it on a consistent basis plus having a video sales letter as your kind of method for

[12:10] YouTube https://youtu.be/9_UfW-kknqQ?t=723 || You Need Recurring Revenue
getting people to turn organic leads into into paying customers and just go from this worked in this vertical. Here's 10 of the proof cases and you can go mass market. I think that'll work. Okay. Okay. Thank you. Yeah, we should have started there.


VIDEO
TITLE: Helping a $3M Dental Practice Scale
URL: https://youtu.be/9iYbOuQd1eE
PRIMARY_TOPIC: scaling
TOPICS: scaling, follow-up, closing, retention-churn

[0:00] YouTube https://youtu.be/9iYbOuQd1eE?t=0 || Helping a $3M Dental Practice Scale
I know we talked about dentist. Yes. Three million 5% profit margins. You have five different ones. Three are part-time. Perfect. Wow. Great memory. Yeah. You're in Dallas is 30-year-old business inherited from your father. Yes. Yep. And my social security number. No, I'm just kidding. I can pull it up.

[0:18] YouTube https://youtu.be/9iYbOuQd1eE?t=11 || Helping a $3M Dental Practice Scale
Um so I know we talked Yes. last night, which you obviously remember and um a couple other people from your team we talked about this issue. um that my number one constraint probably isn't our cancellation rate, but it is something that I'm like really perplexed about and want to at least go back with a little

[0:36] YouTube https://youtu.be/9iYbOuQd1eE?t=29 || Helping a $3M Dental Practice Scale
bit of something to share with my team about. Sure. Um so our show rate or our cancellation rate is a little over 30%. And um this past year we've lost like a million dollars because people made appointments, confirmed them, and they didn't show up. Um, so if you have any insight on what we could do to start

[0:56] YouTube https://youtu.be/9iYbOuQd1eE?t=49 || Helping a $3M Dental Practice Scale
improving that, I would be really help uh grateful. Yes. I don't think it's the constraint of your business. One moment, please. I'm pulling up my uh my little my little duad here. Okay. So, uh, number one is you're going to want to make sure that the obviously like that that time is the right time for them. And we ask questions like, is

[1:25] YouTube https://youtu.be/9iYbOuQd1eE?t=78 || Helping a $3M Dental Practice Scale
there anything that will possibly get in the way of you showing up for your meeting? And so, we call this an integrity tie down. And so, after you get a time slot, you want to ask that right afterwards because it like gets like shakes them out of their like mind for whatever reason. It works. So, I could come up with some narrative for

[1:40] YouTube https://youtu.be/9iYbOuQd1eE?t=93 || Helping a $3M Dental Practice Scale
it, but it works. Um, number two is, uh, I think I mentioned this yesterday, but I think it might be worth considering, um, pulling up appointments like to basically can we bring them up sooner so that we have increased shop rates. Um, the next one is uh, let's see here. You want to make sure that you have automated reminders,

[2:03] YouTube https://youtu.be/9iYbOuQd1eE?t=116 || Helping a $3M Dental Practice Scale
which you probably do, but then you want to have manual reminders on top of that. So if you have I would have an office iPhone um and you want to send manual text at three times. So you want to send the manual text at 24 hours. Uh so basically think night before. Uh second text is going to be morning of and then

[2:21] YouTube https://youtu.be/9iYbOuQd1eE?t=134 || Helping a $3M Dental Practice Scale
third text is going to be 60 to 90 minutes prior basically when they have to like get your together, get in the car and and three within 24 hours. And those are manual. So you want those to be blue iPhone messages if possible. Okay. Now, uh, ideally we like to have some sort of, um, selection that they pick

[2:39] YouTube https://youtu.be/9iYbOuQd1eE?t=152 || Helping a $3M Dental Practice Scale
that we've like some cost we have incurred. So, this works exceptionally well for brick and mortar, which is why I'm sharing it with you. Um, and so in the gym space, obviously, like we would say, "Hey, uh, Sharon, I've got uh this shirt. Uh, tell me what size you're at and I'll put pull it aside for you." And

[2:58] YouTube https://youtu.be/9iYbOuQd1eE?t=171 || Helping a $3M Dental Practice Scale
so when you come here, I'll give it to you. or it's like, "Do you want red or do you want blue?" Like just do some sort of AB uh ask for them. And so it could be as simple as like you're going to you're going to pull I mean because it's a dentist office, right? And so you're like, "Okay, what can I give them?" Well, I always get

[3:16] YouTube https://youtu.be/9iYbOuQd1eE?t=189 || Helping a $3M Dental Practice Scale
free when I go to the dentist office. And so just like have them pick the free stuff that you put in their goodie bag and they and just and then I would send them a picture with their name on it so that they're like, "Oh man, they incurred this cost just for me. I have to show up now." Right. Um, so that's

[3:33] YouTube https://youtu.be/9iYbOuQd1eE?t=206 || Helping a $3M Dental Practice Scale
another one. Um, the Okay, we got that. Um, because you're having the issue because someone books and like six months later is they're cleaning or whatever, right? That's the the problem here. Um, yeah. Well, we call and confirm their appointment a week in advance and then we call and remind them again three

[3:54] YouTube https://youtu.be/9iYbOuQd1eE?t=227 || Helping a $3M Dental Practice Scale
days in advance and then we call them and text them again a day before and they'll say, "Yeah, I'm going to be there." And then 2:00 comes and they don't show I think you're you're reminding too far out. Okay. Like if if if I schedule an appointment on Saturday, Monday morning is a different universe for me.

[4:11] YouTube https://youtu.be/9iYbOuQd1eE?t=244 || Helping a $3M Dental Practice Scale
Yeah. No, I'm just being like super real. And so I think mo I think a lot of people are that way. And so all of the manual reminders are like if you want to like I use the automated ones for the far out like hey you're seven days away. Hey you're 3 days away. Okay but I would have the ones that you're

[4:26] YouTube https://youtu.be/9iYbOuQd1eE?t=259 || Helping a $3M Dental Practice Scale
putting the real effort in 24 morning and right before. Okay. And then have the incentive have the personalization. Um and I will bet you dollars to donuts that that on its own would work. Okay. Awesome. Thank you so much. I really appreciate it. No you bet. If you're a business owner and you are not growing as fast as you'd

[4:42] YouTube https://youtu.be/9iYbOuQd1eE?t=275 || Helping a $3M Dental Practice Scale
like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[4:57] YouTube https://youtu.be/9iYbOuQd1eE?t=290 || Helping a $3M Dental Practice Scale
so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT,

[5:10] YouTube https://youtu.be/9iYbOuQd1eE?t=303 || Helping a $3M Dental Practice Scale
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[5:24] YouTube https://youtu.be/9iYbOuQd1eE?t=317 || Helping a $3M Dental Practice Scale
deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: “How do you get what you want out of a negotiation?”
URL: https://youtu.be/A6uw_DcbNM8
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/A6uw_DcbNM8?t=0 || “How do you get what you want out of a negotiation?”
How do you get what you want out of a negotiation? Oh, this is easy one. Don't need anything from the other person and have something that they want. Don't get anything you need from the other person and have something they want. Basically, if you have something that someone else wants and they have nothing

[0:16] YouTube https://youtu.be/A6uw_DcbNM8?t=9 || “How do you get what you want out of a negotiation?”
that you want, you have all the cards. And so, a lot of people think about like what are the tactics in negotiation? Like, you know, should you log roll, should you, you know, do, you know, should you anchor high? Like I think all of those things are valuable in increment but the order of magnitude improvements in negotiations happen from

[0:34] YouTube https://youtu.be/A6uw_DcbNM8?t=27 || “How do you get what you want out of a negotiation?”
supply and demand and I think that it is like the two laws of business that I put on the pedestal which is why the whole logo of acquisition.com is based on it is you've got supply and demand and you've got leverage that's a fulcrum for leverage and so those two are just I mean those are those are everything

[0:49] YouTube https://youtu.be/A6uw_DcbNM8?t=42 || “How do you get what you want out of a negotiation?”
those are everything like they everything in my opinion just spills from those two kind of laws is getting as much as you possibly can for what you put in and the blind demand. And so in a negotiation, both of you guys have demand, but it's just like who has more. And so if uh I mean we can run through

[1:09] YouTube https://youtu.be/A6uw_DcbNM8?t=62 || “How do you get what you want out of a negotiation?”
hundred examples, but like let's say you have an employee negotiation. If for a contract in terms of their employment, if you need their skill in order to create lots and lots of value in the business and there's no one else who does that thing, they have leverage. they have the supply and demand in that

[1:25] YouTube https://youtu.be/A6uw_DcbNM8?t=78 || “How do you get what you want out of a negotiation?”
conversation is supply is one and demand is lots of people besides me. Now, if I'm the only person who happens to have a desire for that specific skill set, which would be a really weird scenario, but let's say that then then it's like then you're truly in like a head-to-head like they need you and you need them and

[1:42] YouTube https://youtu.be/A6uw_DcbNM8?t=95 || “How do you get what you want out of a negotiation?”
how are we going to do it? Which is really just a game of chicken again, which is but it's a game of chicken and that game of chicken is still predicated on who needs the other person less. Like who could live after they cut their arm off more, right? Who could live better? And so I mean it's I mean so many things

[1:58] YouTube https://youtu.be/A6uw_DcbNM8?t=111 || “How do you get what you want out of a negotiation?”
are sales or so many things are negotiations depend on depending on how you define it. But like if you're you know you're in the dating market uh if there's way more girls who want to be with me then there are guys like me then I will have I will be able to dictate terms. I'll be like these are the terms under which I want to enter a

[2:16] YouTube https://youtu.be/A6uw_DcbNM8?t=129 || “How do you get what you want out of a negotiation?”
relationship. Now if I'm going after a girl who's also let's just say high status or in high demand then that evens out the terms more right? But it's just like all of these things are just on these, you know, mountain tops and you just continue to go up in levels of what's the demand for this person on

[2:31] YouTube https://youtu.be/A6uw_DcbNM8?t=144 || “How do you get what you want out of a negotiation?”
both sides and if the demand for one person's greater than that person will be able to dictate the terms more favorably. But I think all of the negotiations are won before you sit down at the table. Like I I it's kind of like all the way back to the beginning. It's like you don't play games you can't win. It's

[2:45] YouTube https://youtu.be/A6uw_DcbNM8?t=158 || “How do you get what you want out of a negotiation?”
like I don't want to sit down and negotiation table when I don't have cards. I just won't sit down. Why bother? I'm either going to get a deal I hate or I'm not going to get a deal. Why bother? just fix the conditions and then sit down. So, like, how do you get a girl when you're when you're you're overweight, you're not funny, you're not

[3:00] YouTube https://youtu.be/A6uw_DcbNM8?t=173 || “How do you get what you want out of a negotiation?”
successful, you're whatever. It's like you could spend time to try and figure that out or you could just lose weight and figure out a skill that you can monetize and then you won't have to. It's kind of like the the Neo in the Matrix where I mean it's probably my favorite movie of all time, but like uh

[3:15] YouTube https://youtu.be/A6uw_DcbNM8?t=188 || “How do you get what you want out of a negotiation?”
when he's saying, you know, sir, are you saying that I'm I'm so fast I can dodge bullets? And he says um I'm saying that when you're ready, you won't have to. And I think it's the same idea. It's like when you're ready to sit down at the negotiation table, you won't have to dodge bullets. You won't have to do the

[3:30] YouTube https://youtu.be/A6uw_DcbNM8?t=203 || “How do you get what you want out of a negotiation?”
dance. You'll just say this is what I want. These are the terms under which I would do the deal. If you accept those terms, we can do it. If not, fine. I'll just go to the next person because I have more demand. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free

[3:45] YouTube https://youtu.be/A6uw_DcbNM8?t=218 || “How do you get what you want out of a negotiation?”
gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we

[4:00] YouTube https://youtu.be/A6uw_DcbNM8?t=233 || “How do you get what you want out of a negotiation?”
made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no

[4:13] YouTube https://youtu.be/A6uw_DcbNM8?t=246 || “How do you get what you want out of a negotiation?”
matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[4:27] YouTube https://youtu.be/A6uw_DcbNM8?t=260 || “How do you get what you want out of a negotiation?”
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
URL: https://youtu.be/AKS9cCSekjs
PRIMARY_TOPIC: scaling
TOPICS: scaling, offers, leads, pricing, retention-churn

[0:00] YouTube https://youtu.be/AKS9cCSekjs?t=0 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
So, my name is Jonathan. Huge fan. So, little bit about the situation. I have a 10-month old new baby. Uh, we just got a house. I have I have a mortgage. Um, I can't quit my job as a nineto-five emergency room nurse because my business doesn't get enough leads. So, getting this cancer solved or being put in the

[0:17] YouTube https://youtu.be/AKS9cCSekjs?t=10 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
right direction would literally turn around the fate of my family right now. So, we're going to have to pay for daycare soon. 1,500 a month. Babies are really cheap when they're born, but you know, scales up. It's like ads. Um, and then my mortgage is equivalent to my salary every month, which is six grand.

[0:31] YouTube https://youtu.be/AKS9cCSekjs?t=24 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
So that's why I can't really leave there. Uh, so we run a mobile IV drips company. We make 360K per year. We like to be at 3 million a year. But what's stopping us is that we don't have enough leads. We can figure out a Google ads and how to target our best customers. And CAC for Google Ads is 278 right now.

[0:48] YouTube https://youtu.be/AKS9cCSekjs?t=41 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
And what's the what's customer value? Uh, average LTV right now is 454. Blended CAC is 83. Okay. Well, just SEO SEO like but to get more scale, we wanted to get ads and then I wanted to try meta ads. We got a few leads from there, but I took your advice on hammering one channel first up to like 100k in spend and then

[1:13] YouTube https://youtu.be/AKS9cCSekjs?t=66 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
go. Okay. I don't think you have a CAC issue. I mean, it could be lower. Like, realistically, you could probably at a local level get it down to maybe 150, but like I don't think that's where the I don't think that's where the the unlock is. I think you have an LTV problem. So, what's the offer? What's the offer?

[1:34] YouTube https://youtu.be/AKS9cCSekjs?t=87 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
So, that's my thing. I read the offers book front and back. I can't decommoditize myself from everyone else. We have a $50 off. Everyone has $50 off the risks. If we're not within an hour or within an hour and a half, they're going to go to the next person anyway. We don't really have like we're there

[1:51] YouTube https://youtu.be/AKS9cCSekjs?t=104 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
right as fast as we can be. Sometimes it's within an hour, but if we can't, it's someone else. We can't really like I can't think of a way to risk speeds this offer against my competition. I'm actually thinking less about the front end thing and more about the backend thing. So, like, yeah, go ahead.

[2:07] YouTube https://youtu.be/AKS9cCSekjs?t=120 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
We do have a package that we upsell, right? So, let's say you come in for some type of drip. we're able to sell you either a three drip or six drip package, right? And then that's either 1,000 or 1,500 or up to 2,000 that I I would be fine with a 278 CAC if we're able to target the right avatar because some avatars would like that.

[2:25] YouTube https://youtu.be/AKS9cCSekjs?t=138 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
They're fine with that. I would if I was able to target the right avatars, I could sell them on a sixear package, get pull cash up front, spend more on ads, get more people, but not everyone is is agreeable with the package. Uhhuh. What percentage of people are taking the upsell today? 10% maybe. Yeah. What's the offer when you're

[2:47] YouTube https://youtu.be/AKS9cCSekjs?t=160 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
actually talking to them? Um, have you ever considered instead of rescue, right? Instead of getting a drip when you're hung over or sick, how about we get you a drip six drip package? Then you can get it every time you need it. You prevent getting sick. Get a six drip. You get a free add-on VIP like

[3:03] YouTube https://youtu.be/AKS9cCSekjs?t=176 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
priority booking which everybody expects. And then you get uh I think it's 20% off total price. Okay. So, two things. Number one, the hook to get them to ask you more about the upsell is uh so did you want to have today for free? Mhm. And then they'll be like, "Wait, what do you mean?" You're like, "Oh, I assume

[3:25] YouTube https://youtu.be/AKS9cCSekjs?t=198 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
that's what you came in on." and then they'll be like they'll look a little confused and you'll say, "Oh, what most people do is uh we have a if you basically sign up for our recurring thing." Uh we take today and we just we just credit it towards it. So it's effectively free. Uh and so what most people find is obviously there's

[3:44] YouTube https://youtu.be/AKS9cCSekjs?t=217 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
hangovers, but the you might not know this, but 90% of drip usage is more around uh feeling better rather than getting to feel normal again. And so you want to stay ahead of it, right? So, just like you go to the chiropractor to get your back cracked once a week or you go to the whatever you go to the gym, there's you have your

[4:02] YouTube https://youtu.be/AKS9cCSekjs?t=235 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
internal gym is how I think about it. And this is basically kind of at the micro micro level, microbiome level of fighting, you know, working out all the little cells. Um, and that's what you need to do, right? And so, if you feel imagine like you felt shitty and now you feel good. When you do these, when you

[4:18] YouTube https://youtu.be/AKS9cCSekjs?t=251 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
feel good, you'll feel amazing. Like I've got people who stop drinking caffeine because they're on these things. I say that. Yeah, that's me. I stopped drinking. Right. There you go. But the but the thing is is that we have to get out of pathology because that's the emergency business and get you basically you have

[4:32] YouTube https://youtu.be/AKS9cCSekjs?t=265 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
to get out of the thrive and into the survi sorry get out of the survive business and into the thrive business. Mhm. So the people who are calling you are calling you because they're emergency and that's fine. We just need to flip emergency into ongoing. So, I will say this about the one channel thing. SEO

[4:50] YouTube https://youtu.be/AKS9cCSekjs?t=283 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
and uh PPC, not a lot of work once you kind of get them working, which you have right now. Like they're like you just kind of just spend the AdSense, right? Like it is what it is. Um we need to work on the backend sales process, which I just went over. But I think that I would actually kind of quote break my rule and say I think you

[5:09] YouTube https://youtu.be/AKS9cCSekjs?t=302 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
need to run meta ads because you need to sell people who are in thrive mode who want to feel better not who should feel shitty to feel normal because those those are the people who are going to buy this for the long haul. So basically you have inbound high intent base but their intent is for us a an emergency

[5:27] YouTube https://youtu.be/AKS9cCSekjs?t=320 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
solution. We need people who are interruption based, who didn't wake up this morning thinking, "Oh, I'm going to go buy some uh IV drips." You need people who wake up and think, "Man, I feel like in general, and I need to do something." And then those are the people that get interrupted with an ad, and then those are the ones that you can

[5:43] YouTube https://youtu.be/AKS9cCSekjs?t=336 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
sell. Is there any way for me to increase like I want to bang your offer? I'm just taking 30% off. It kind of reduces the margin a little bit on the It pulls cash up front, but it does reduce the margin. You know, six strips 30% off. Yeah. Well, what's the price of a drip? And also, if you're selling via So,

[6:00] YouTube https://youtu.be/AKS9cCSekjs?t=353 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
here's the other side of it. When you sell with inbound, like intentbased, which is what we're talking about, you're getting price shopped. If you sell with interruption based, they didn't wake up looking at six different IV shops, right? So, you can easily have a 30% premium that you add add one extra widget in

[6:16] YouTube https://youtu.be/AKS9cCSekjs?t=369 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
there and now you're good to go. So, better offer for them. And then I can increase the price for meta ads. Mhm. Just just just just tweak the offer a little bit. Just add one little thing that's different so you have so ethically you can have two different prices, right? And then so I've noticed like

[6:33] YouTube https://youtu.be/AKS9cCSekjs?t=386 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
I've I've sold to some people pretty well better than others. Some people would just go ahead and buy a six-ack right away when I mention them rather than others. Is there any way I I would I don't even like selling the packs. I'd rather sell memberships. But the thing is member like for me like I know monthly recurring revenue is

[6:52] YouTube https://youtu.be/AKS9cCSekjs?t=405 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
great but for me the cash up front makes a difference because I can go ahead and increase spend on my ads. No, I hear you. You could still sell a membership and then have them prepay the membership. I get that. So instead of buying six packs, you're pay six months. Yeah, that makes sense. And then it goes monthto month

[7:09] YouTube https://youtu.be/AKS9cCSekjs?t=422 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
afterwards. Yeah, I like that. Is there any way for you think for me to target my ideal customer with like fractal pricing to to target one group instead of the other? Well, you're local, right? So, the way that you're going to target is with the messaging more than the targeting. So, play around with the

[7:28] YouTube https://youtu.be/AKS9cCSekjs?t=441 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
So, I So, are you taking a testimonial video from every customer? We do UGC when we when we were running meta ads, we do UGC testimonial. Yeah. So, every single customer makes an ad for you, right? That's number one. Number two is the messaging itself in the ad needs to appeal to the thrive not survive customer, right? Number three is

[7:49] YouTube https://youtu.be/AKS9cCSekjs?t=462 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
that the front-end offer we need to make uh basically they're going to come in for whatever. But the pitch to flip them into the membership is like want to make today free. That's what most people do. Just like that. You want to have today free? That's what most people do. And they're like how? And now they're

[8:03] YouTube https://youtu.be/AKS9cCSekjs?t=476 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
leaning in, right? Um, and then number four, we're going to transition from packs to memberships so that we can get the recurring revenue and we can still frontload the cash by having them prepay for the first quarter. So, start at 6 months. I mean, you could start at 12, step down to six, step down

[8:18] YouTube https://youtu.be/AKS9cCSekjs?t=491 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
to three, right? Down, downell, and downell. Yeah. But fundamentally, the only way to like you're in a you're an emergency business, right? And so you have to make it's an LTV problem. Like that's the issue here. It's an LTV issue. And so all of this stuff is more so one get better customers on the front end. Two,

[8:40] YouTube https://youtu.be/AKS9cCSekjs?t=513 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
have an offer that's paired with that customer on the back end. Now once that starts happening, we may find that you've got way more pricing power on the back end. All of a sudden it's not 2K. Maybe you can sell 6Ks. Um if we bundle it in a way that that makes it interesting. like you like maybe you put

[8:55] YouTube https://youtu.be/AKS9cCSekjs?t=528 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
a float tank in your van and they like get the IVs while they're floating and you know and then it's like holy now this thing is like a double like no one else can compare against me because they want to feel better. So it's like what other things do they need to feel better and I can put that stuff in

[9:08] YouTube https://youtu.be/AKS9cCSekjs?t=541 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
right and then hopefully with socials we'll increase our brand and then increase pricing that way. But how does that sit? Amazing. Amazing. That I think that I was struggling with to offer everything for a while in leads. I think that changes how I look at matter because I was always trying to focus on one

[9:23] YouTube https://youtu.be/AKS9cCSekjs?t=556 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
channel. This opened my eyes. Yeah. Se like SEO and PPC is a great like PBC is where I start a lot of people because it's the it's the least work, right? Like you just keep messing with it until you get the sales motion right. Um and they're the hottest leads. So just be prepared that metal leads are

[9:37] YouTube https://youtu.be/AKS9cCSekjs?t=570 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
going to be sign I mean if you did it before like they're significantly colder um than than uh PBC leads are. So just as like a prep preparation. Okay. How's Yeah. Go ahead. Do you think I should just increase because I I've been uh holding back on increasing Google spend just because my LT uh my cost per acquisition is so high. Do you

[9:58] YouTube https://youtu.be/AKS9cCSekjs?t=591 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
think I should just increase spend then to get more customers? I'm fine with the increasing spend. We just because like don't think about the business as a business today. The business as it currently exists is an experiment until you get it right. Mhm. So don't like I I know that's hard to like say or you know hard maybe hard to

[10:13] YouTube https://youtu.be/AKS9cCSekjs?t=606 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
hear for me but like right now we just have to nail the model and the only reason for marketing is just so you have reps to practice this offer the sales motion to get people into the membership. It's the only point of existence right now. Once that gets nailed, you can see all the mood. So the scaling here is just so we

[10:31] YouTube https://youtu.be/AKS9cCSekjs?t=624 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
get more reps, not because we're trying to make more money. That makes sense. I like that. All right. Just a reframe for you. So it's like, oh, we broke even this And it's like that's not the objective right now. We have to nail it and then we'll scale it to the moon. That makes sense. Cool. How's uh how's Vantage been for

[10:47] YouTube https://youtu.be/AKS9cCSekjs?t=640 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
you so far? It's a game changer, man. I mean, I've never been put in a room with like so many like-minded people. I've just been capped out by like Twitter and Reddit trying to find people, right? It's your subreddit and there's like five guys in there. Well, good to know. Well, I appreciate you, man. Thanks for saying so. And

[11:05] YouTube https://youtu.be/AKS9cCSekjs?t=658 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
that's the playbook. All right. Thank you so much, man. You bet. Appreciate you. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the

[11:20] YouTube https://youtu.be/AKS9cCSekjs?t=673 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the

[11:34] YouTube https://youtu.be/AKS9cCSekjs?t=687 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you

[11:48] YouTube https://youtu.be/AKS9cCSekjs?t=701 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at

[12:02] YouTube https://youtu.be/AKS9cCSekjs?t=715 || The Real Reason Your Business Isn’t Scaling (It’s Not CAC)
the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: You Don’t Need the US Market to Build a $20M Business
URL: https://youtu.be/ARWNgQ8-DKc
PRIMARY_TOPIC: scaling
TOPICS: scaling, niche, scaling

[0:00] YouTube https://youtu.be/ARWNgQ8-DKc?t=0 || You Don’t Need the US Market to Build a $20M Business
Hi, Alex from France. Hello. Uh, so proud to be still awake. I'm proud of you as well. Wanted to ask whether having free and paid in French plus one free in English is too scattered to start out. I help con concier homeowners, okay, to recruit and train their staff widen their digital presence online marketing based on my result in

[0:19] YouTube https://youtu.be/ARWNgQ8-DKc?t=12 || You Don’t Need the US Market to Build a $20M Business
short-term rentals. Okay, this is full-time family responsibility. Being an HR professional three decades, I could trust me and help teaching. So, okay, got it. So, you're in the short-term rental space and you're good at helping people hire staff help for short-term rentals. That's what it sounds like that you're good at. Um, I

[0:37] YouTube https://youtu.be/ARWNgQ8-DKc?t=30 || You Don’t Need the US Market to Build a $20M Business
would focus on one market. I would either just do English or just do French. There's plenty of people in France. Um, like you can build a million dollar business in France. So, everyone always has this obsession with like I have to go to the US because it's bigger. It's like like I don't know, you know what the population of France? What

[0:53] YouTube https://youtu.be/ARWNgQ8-DKc?t=46 || You Don’t Need the US Market to Build a $20M Business
is it? 50 million something like that. France population let's see here 70 million right so 70 million the US is is 300 so okay you know it's like 1ifth of the population it's like okay so instead of building a$und00 million year business you can build a 20 million but if you're if you're happy with 20 you're

[1:13] YouTube https://youtu.be/ARWNgQ8-DKc?t=66 || You Don’t Need the US Market to Build a $20M Business
still fine and at that point you can expand um so tlddr stick to France that's the thing that you understand that's what everybody knows that's the market you have your proof in I would keep it


VIDEO
TITLE: How to Sell a Community Business for the Most Money
URL: https://youtu.be/BP-W6ry0R-Y
PRIMARY_TOPIC: scaling
TOPICS: scaling, wealth, retention-churn, leads, community

[0:00] YouTube https://youtu.be/BP-W6ry0R-Y?t=0 || How to Sell a Community Business for the Most Money
Is it possible to sell or exit a business community that is built at school? Thank you. Um I see no reason why it wouldn't be possible to exit a community like this. The big thing that will matter is the marketing system and this is why the inputs are so important is the marketing system that ties to the

[0:16] YouTube https://youtu.be/BP-W6ry0R-Y?t=9 || How to Sell a Community Business for the Most Money
revenue. So fundamentally when you buy a business or you sell a business, you're selling an annuity, which is just a fancy word for an annual recurring revenue stream. And so the buyer wants to get a return on that revenue stream and then they're going to add a discount which is applied based on risk. And so

[0:32] YouTube https://youtu.be/BP-W6ry0R-Y?t=25 || How to Sell a Community Business for the Most Money
it's how likely is it that this business will continue to run and or grow and remain profitable for the foreseeable future. And if they buy your you know community and say well I think this thing you know the average customer stays three months and I don't know how long you know how they even get customers. then you might sell for 25%

[0:51] YouTube https://youtu.be/BP-W6ry0R-Y?t=44 || How to Sell a Community Business for the Most Money
of your annual revenue, right? Which would be like kind of a small exit. If you could prove that people stayed for a year and then you had a really reliable way of getting people in and there was no risk associated and it was, you know, you had a team of VAS that does outbound, uh, then you'd be like, okay,

[1:05] YouTube https://youtu.be/BP-W6ry0R-Y?t=58 || How to Sell a Community Business for the Most Money
or I have a network of, you know, 20 influencer pages that I that I drive traffic from, whatever it is that it's not one itis, it's not one source, you have a lot of different streams that you have that are reliable, then it becomes a much more valuable thing. And so everything that has to do with selling a

[1:20] YouTube https://youtu.be/BP-W6ry0R-Y?t=73 || How to Sell a Community Business for the Most Money
business is how much of it is an asset versus a job, right? As in like what does the person who's buying it have to do? If they have to do something, it immediately goes down in value. Like if I can just buy this asset and it kicks off cash, which is like when you buy a building, they're really valuable

[1:32] YouTube https://youtu.be/BP-W6ry0R-Y?t=85 || How to Sell a Community Business for the Most Money
because they kick off cash. You don't have to do a lot. Now sure, there's stuff you have to do, but there's people that are already in place when you buy an asset like that. And so that is fundamentally uh what goes into it. So any asset is sellable if it has the characteristics of a sellable


VIDEO
TITLE: Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
URL: https://youtu.be/BYpTRiRqS1Y
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, hiring, case-study

[0:00] YouTube https://youtu.be/BYpTRiRqS1Y?t=0 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
I've been in business for 14 years. Last year, our companies in total did over $250 million in aggregate revenue. I co-own the platform School, which is over 22 million users. And school's a platform that allows people to start and scale digital businesses. And so, I have access to quite literally millions of

[0:13] YouTube https://youtu.be/BYpTRiRqS1Y?t=6 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
data points on what makes digital businesses work and what doesn't. And so, in this video, I'm answering your questions about how to scale. Home Flipping Education I sell dreams and I built an ecosystem to make it happen. Essentially, what does that mean? Let's get into it. I start off flipping homes.

[0:26] YouTube https://youtu.be/BYpTRiRqS1Y?t=19 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
Okay. Thank you. And then uh okay I started off flipping homes and it got to a point where that's a hope and opportunity. Hey, it works. I flip houses. Got to a certain point. We got about 30 40 consecutively every year in the same market. Revenue is about 4 mil. Okay. Adjusting out line itself. It got to a

[0:46] YouTube https://youtu.be/BYpTRiRqS1Y?t=39 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
point there's too much competition. You had a hard time being profitable per flip. So then develop a model where we convert competition to collaboration. Start a contracting company instead of buying the product becoming the product. and then starting a coaching channel where I feed this ecosystem vertically

[1:02] YouTube https://youtu.be/BYpTRiRqS1Y?t=55 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
integrated HVAC company, roofing company, uh dumpster company, contracting, the whole nine yards. So, teaching people how to do it and I'm giving them the process how to do it. All that is different revenue drips for me. Uh what's stopping me? I got too busy too fast and uh owner operator for a long time up until about 3 months ago.

[1:20] YouTube https://youtu.be/BYpTRiRqS1Y?t=73 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
Hired a COO now transitioning a lot of the operations stuff onto her. really I don't know what the I'm doing because like I'm trying to transition myself out. I don't know how to run a COO. Why are you trying to transition out of the role or out of the company? A little bit of both. So out of the role

[1:36] YouTube https://youtu.be/BYpTRiRqS1Y?t=89 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
because to be honest, I don't really care about the revenue uh growth factor. I care more about the impact. So a promise I made myself is I want to impact at least five like uh 1 million lives before I die. So how do I do that? I'm not going to be doing that flipping homes at a small scale. But I built a

[1:52] YouTube https://youtu.be/BYpTRiRqS1Y?t=105 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
company that's so based in locality that I'm trapped within it because it's so local. My team is there, my resources, my companies. The coaching program only makes sense because it's local. But because my market size, there's only so many people I can get consecutively every time unless I keep dropping

[2:09] YouTube https://youtu.be/BYpTRiRqS1Y?t=122 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
prices. The opposite of increasing price. So what does that mean? I have to go to a national stage is how to how do I take this coaching at a massive scale? And that's where I'm stuck at because I'm too busy in the operations. And that's where Amy came in as a COO to kind of help me get out of it and focus on the

[2:25] YouTube https://youtu.be/BYpTRiRqS1Y?t=138 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
next phase of, you know, the origin story. So, dude, like I I I appreciate the national scale vision. I think you could probably get to given the ticket size and how you can monetize the customer in all these hundreds of ways. Like the the reason you would do that setup is so that you could dominate a local market.

[2:45] YouTube https://youtu.be/BYpTRiRqS1Y?t=158 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
You're not dominating a local market right now. You're barely getting started. And so you could probably realistically get between Fagville um and Raleigh, you could probably get to 100 million a year just in that market alone. Yeah. And I think if you just take your eyes off of like I want to conquer the

[3:00] YouTube https://youtu.be/BYpTRiRqS1Y?t=173 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
entire world. It's like maybe. But like in order to conquer the world, you have to conquer a country first, right? And before you conquer a country, you got to conquer a city. And right now, you haven't conquered a city. And so what happens is when armies overexpand, they collapse. And so you need to fortify

[3:15] YouTube https://youtu.be/BYpTRiRqS1Y?t=188 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
your base better because 10 dude 10 a 10 a month is nothing. So what do you recommend? Do I try to automate what I have or do I just put myself more into it and double? Yeah. I think you should just ignore the national thing. Yeah. And let me just ask the simple question. Can you could you sell 20 people a week

[3:34] YouTube https://youtu.be/BYpTRiRqS1Y?t=207 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
right now? Not like let me say it differently. Can you handle 20 people a week? We will be soon. Now that the co has kind of taken. You could have an 8x increase in sales within your current infrastructure. So that would take you from 4 to 32. That solves a revenue problem, not the impact problem. Do you make content?

[3:58] YouTube https://youtu.be/BYpTRiRqS1Y?t=231 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
I don't have time. Hence squad, if you couldn't tell. Yeah, but that's where I'm slacking the most. Yeah, it's the content. Um, it would be far easier for you to just make content about the stuff you're doing and impact millions of people that way. Yeah. Than every single person in America to be a home flipper.

[4:18] YouTube https://youtu.be/BYpTRiRqS1Y?t=251 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
And that's not achievable anyway. I agree. It's more about the financial education like selling the the dream of like you can be something more than just what you think you are and where you came from. And you can make content about that and you can distribute it for free with leverage. It's a beautiful thing. And so

[4:33] YouTube https://youtu.be/BYpTRiRqS1Y?t=266 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
like you can be legit because you have a legitimate business and then you can talk about it and help all these other people and then you just keep growing this thing. Okay. So double down locally. Yeah. You already have all the like you went through whatever the hell you did to go through and build all that stuff.

[4:48] YouTube https://youtu.be/BYpTRiRqS1Y?t=281 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
It's like you just built it and you're like, you know what, I'm going to leave it now and I'm going to do another thing. It's like no. Like I'm glad you brought the COO in, but it's probably so that she can do some of the stuff you're doing now so you can do the stuff you know you should be doing but you're not.

[5:00] YouTube https://youtu.be/BYpTRiRqS1Y?t=293 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
And so like you want to do the impact, you see you don't have time. You have the COO go make some content. It's not going to take that long anyways. And that way you can scratch your impact itch. And then for everything else, it's like you need to learn how to run paid ads and sell cuz like you for sure

[5:11] YouTube https://youtu.be/BYpTRiRqS1Y?t=304 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
can sell 20, 50, 100 people a week in a local market, no problem for the offer that you have. Should I increase pricing to make it better or should I keep it where it's at given that it does feed my other channels? You probably have a better time just like charging 100 grand and saying you'll do that stuff for free or at

[5:26] YouTube https://youtu.be/BYpTRiRqS1Y?t=319 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
cost. Yeah. Um, but yeah, I mean, can you raise prices? It's just like, can you sell and can you like Yes, you could. Typically, an offer like this is 100 grand. Yeah. So, usually they have a done with you style offer that's between 15 and 25 and then there's a uh total turnkey offer which is $100,000.

[5:48] YouTube https://youtu.be/BYpTRiRqS1Y?t=341 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
No one in my market can afford that. That's the problem. That is just not true. If I I'll no one in your market that has heard of you through word of mouth of you emanating your presence into the the the workshops that you run once a quarter or whatever have can afford it if you run ads. Yes. It's just that like

[6:05] YouTube https://youtu.be/BYpTRiRqS1Y?t=358 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
how many people show up to your thing? The venue holds 55 is packed out every time. Yeah. 50. So you have 55 people a month that come in the doors every three months. Yeah. Every three months. Right, dude. So it's like the way this looks in reality is you'll bring a 100 people in the room and you'll do three of those in a day

[6:25] YouTube https://youtu.be/BYpTRiRqS1Y?t=378 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
and you'll pitch and you'll close 10 15 you'll close three or five at the you know like the 100k and you'll close a handful at the you know call it 15 to 25k and that's that's the business. So you like you're you're like you see 200 people a year and you're like my market can't afford it. It's like well those

[6:44] YouTube https://youtu.be/BYpTRiRqS1Y?t=397 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
200 can't. It's like look at 2,000. I'm sure there are some. Let me give you a stat. 9% of people in America have a million dollars in terms of their net worth. So if you include the ass like buy their home, like 9%. It's significantly higher than you think it is. They just look older. Real. Okay. We sell motocross training. Motocross Training Camps

[7:03] YouTube https://youtu.be/BYpTRiRqS1Y?t=416 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
Okay. So we we hold 5day camps. What we did to be able to get our projection to 26 to the 4 million is we scaled down our single day tour dates. We were we we did more in 24. We went all the way to we scaled from 70 single day tour dates in 23 to 140 of them in 2024 and it was just a ton of operational drag. I mean

[7:29] YouTube https://youtu.be/BYpTRiRqS1Y?t=442 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
it was like we were like a rock. It was nuts. But what we realized and looking back on it is the bottom 20 of those were net negative. The the next 20 were net less than $1,000. So inconsequential. And then I started looking at in 2024 we did three of the 5day camps kind of as a test run. Each of those net well over

[7:49] YouTube https://youtu.be/BYpTRiRqS1Y?t=462 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
100 grand each and I'm like well hang on a second. This is the answer. So this year I told the team at first I called them. I said hey I just had an epiphany. Here it is. We're going to do 10 camps. And I said actually no we're actually going to do 25. And they're like 25? What do you mean 25? Yeah.

[8:06] YouTube https://youtu.be/BYpTRiRqS1Y?t=479 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
My question is, do I continue to my Were you just able to charge more for the 3-day than the one day? Uh, the Earth, sorry. So, the one day is $300, which is probably not enough. The fiveday is $1,200, which is definitely not enough. Uh, so that's what part of the question, too. Cool. Um, I want to continue to scale the five

[8:28] YouTube https://youtu.be/BYpTRiRqS1Y?t=501 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
days and scale down the single days, but my fear is we basically own the space. Nobody else does what I do. It's pretty large market. Um, there is one copycat company and he's trying to hit all these single day tour dates in the regions that we're doing them. So, I'm afraid if I scale them down too much,

[8:43] YouTube https://youtu.be/BYpTRiRqS1Y?t=516 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
we won't copy the model that makes the money. That's a great point. Yeah. Love this for us, right? I hope he does. Okay. I could honestly I could go home right now and I'd be happy after that. Yeah, you're right. You're right. And I feel more confident that I don't think he could do what we could do anyways,

[9:05] YouTube https://youtu.be/BYpTRiRqS1Y?t=538 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
but he certainly can't do what we can do in a five-day event. I mean, we we've run those five days like nobody else. So, yeah. And I'll land the plan on that for you, too, which is that you will never go out of business focusing on the customer. And I I'll tell you a quick story. So, the biggest business mistake that I I've made, the

[9:20] YouTube https://youtu.be/BYpTRiRqS1Y?t=553 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
two most costly business mistakes I've made, um, one of them has nothing to do with this. This is the other one, which has everything to do with this. Um, I had a competitor that ended up taking a bunch of my top testimonials that were that we kind of converted to semi-mp employees because they were big

[9:37] YouTube https://youtu.be/BYpTRiRqS1Y?t=570 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
evangelists back in the gym launch days. And as soon as they took them and they were they were big ads for me, all of a sudden they were running ads for this other guy. So, it's kind of like when the Verizon guy went to the AT&T, remember that that that switch over that actor? It was kind of like that. And

[9:52] YouTube https://youtu.be/BYpTRiRqS1Y?t=585 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
this guy was offering one-on-one coaching um to help people out. I never did that. And so and they were cheaper. So they were cheaper. They were doing one-on-one and they had some of my top, you know, customers uh becoming advocates. And they said that the 10 of them had come they partnered. He partnered with these 10 people or

[10:09] YouTube https://youtu.be/BYpTRiRqS1Y?t=602 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
something like that. And when that happened, I got r my feathers got all ruffled. And I was like, it's war time. We got to, you know, we got to go to the mattresses. We got to really, you know, change change the business up. And so I did this big kind of like relaunch internally to my existing customer base.

[10:25] YouTube https://youtu.be/BYpTRiRqS1Y?t=618 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
And um I said, "We're," you know, I did this big value stack and I said, "You're going to get all this extra stuff, not for the same price you're paying me, but for less." And so I took my existing recurring base and I reduced my revenue by $500,000 topline per month. And so that translated because we take it off

[10:46] YouTube https://youtu.be/BYpTRiRqS1Y?t=639 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
topline and and the cost went up. So I increased my costs and I took my topline down by 6 million. And I ended up losing in profit somewhere in the neighborhood of $6 to $7 million a year for that business at the time. I then ended up selling that business obviously and the business never recovered that profit. It

[11:04] YouTube https://youtu.be/BYpTRiRqS1Y?t=657 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
stayed there. And when I did make that move, the first comment in the chat after I dropped that it was less was a complaint that I had not done it earlier. So it was not, "Thank you so much for lowering the price and giving us more shit." It was, "I can't believe I was paying more. And I was like, I want to kill

[11:24] YouTube https://youtu.be/BYpTRiRqS1Y?t=677 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
myself. And and here was the best part of all. My churn changed zero. So I just cut my top line by 20%. Churn remained the same because the willingness to pay change that I made. I basically reduced it from call it 3,000 a month to $2,500 a month. It actually made no real difference in whether someone would cancel or not. It

[11:45] YouTube https://youtu.be/BYpTRiRqS1Y?t=698 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
was past a threshold that this is a lot of money. And so it changed nothing. I just made less money. And then when I sold the company, that six got multiplied by a lot. And so that probably cost me in the neighborhood of probably $50 mill million. And so the big lesson that I learned there was that I shouldn't and that that competitor

[12:02] YouTube https://youtu.be/BYpTRiRqS1Y?t=715 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
ended up killing that business because it wasn't profitable. And so I I was the market leader and someone came in to undercut me and then I said, "Oh, I'll copy the moron." It's easy to let happen. Yes. And so don't lose $50 million. Let him let him figure that out for himself. You just focus on the customer and you'll

[12:23] YouTube https://youtu.be/BYpTRiRqS1Y?t=736 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
win. Good answer. Thank you. Appreciate you. If you're a business owner, I'd like to invite you out to come to our headquarters in Vegas to see how we scale businesses using what we call the value acceleration method, which is a compilation of all the stuff that we've learned, breaking down different

[12:36] YouTube https://youtu.be/BYpTRiRqS1Y?t=749 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
businesses across different industries. And if that sounds at all interesting, you can click below and book a call and we'd love to potentially meet you and see you in person. Real Estate Agent Coach I sell coaching to real estate agents. Mhm. Um, I do two and a half million. Um, I'd like to double it. What's

[12:51] YouTube https://youtu.be/BYpTRiRqS1Y?t=764 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
stopping me? That's a good question. Your boy Ed, he seems to think I could be just super famous. And he's like, you need a brand manager. Yeah. And so, you know, he's like, you need somebody that has already kind of achieved that with someone else, right? So, I guess my question is, how do I find that person? Cuz 99% of the stuff

[13:09] YouTube https://youtu.be/BYpTRiRqS1Y?t=782 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
out there is scams basically. Totally. And I would even define them as scams. I just people that are not that competent. scam. I think it comes down to deception. Um whether they intend to deceive or they just aren't that good. Um but back back to your point, I yeah, I I agree. So fundamentally, if you want to just make

[13:28] YouTube https://youtu.be/BYpTRiRqS1Y?t=801 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
more money and you are a brand that promotes itself, then you need to advertise more. Are you constrained on your delivery? Delivery as far as the fulfillment? Yeah. No, it's group coaching. It's easy. So you could double the amount of customers you have right now and it would be quadruple. Yeah. Okay. Well, then yeah. I mean, this is a

[13:44] YouTube https://youtu.be/BYpTRiRqS1Y?t=817 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
pure advertising play. Yeah, you probably I mean I'm I'm interviewing sales guys and I'm looking at paid ads like hiring people for that. So like I'm getting into that. Yeah, the paid side is going to give you call it like a one time 3 to 5x off of a baseline. Uh not a promise or guarantee, just saying like that's that's what I

[14:02] YouTube https://youtu.be/BYpTRiRqS1Y?t=835 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
would say is kind of typical if you've gotten to this point off of just organic. Um, obviously we can help you with that stuff, but like uh the long-term kind of like uh well that you need to keep digging is you want to so think of it like this. So you have just imagine this is your audience right now. You're monetizing these people,

[14:25] YouTube https://youtu.be/BYpTRiRqS1Y?t=858 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
right? The people who are just like super hot. They love you forever and you continue to promote and you know this gets filled up with new eyeballs and then they come up because they see your stuff and then they give you money. Yay. Right? So if you if you uh when you start doing if you do more organic and

[14:42] YouTube https://youtu.be/BYpTRiRqS1Y?t=875 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
do it across more platforms, do it more consistently, do it with higher volume, do with higher quality, then what you're going to do is you're going to grow this this base. This percentage will stay about the same, but now it's going to go to here, right? So then that dollar sign goes up. That's a great long-term play.

[14:55] YouTube https://youtu.be/BYpTRiRqS1Y?t=888 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
And you just want to keep growing the pyramid. What ads will do is that ads will keep this the same and then it'll move this line down. And so you want to do both. Mhm. So, like in the short term, if I was like, how do I tr like double your business? It's like that wouldn't be that difficult. I would just be like,

[15:09] YouTube https://youtu.be/BYpTRiRqS1Y?t=902 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
cool, just pull the ad lever. It's done. But if we were looking at a 10ear horizon, then I would say, well, we need to do both of these in parallel. We need to continue to plant the seeds and then the ads kind of reach off the top and and skim. Does that make sense? Yeah, for sure. So, how do you find an

[15:24] YouTube https://youtu.be/BYpTRiRqS1Y?t=917 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
ad manager? I mean I mean I mean I mean a brand manager. So, that that's good. Yeah. The best thing I mean I just we just poach. We just I mean just outreach. Hey, you've crushed it with so and so. Can I pay you more to do it here? Right. And so I guess how do you realize who those people are to poach? Like who

[15:42] YouTube https://youtu.be/BYpTRiRqS1Y?t=935 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
look at the brands that you admire and then reach out to them and offer them more money to do it for you. But you see the brand but you don't really know who's behind the brand. LinkedIn like Frank and like Yeah. solvable. Gotcha. For sure. Solvable. Yeah. I mean, and most of the people who are really good

[16:01] YouTube https://youtu.be/BYpTRiRqS1Y?t=954 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
at media stuff do have some presence anyways on their own, so they don't make themselves invisible. Um, like you could probably chat GPT search who are the people who are involved with that. Here's my question. Like like is that something that could be outsourced? You mean recruiting? No, no, no, no, no. Not the recruiting

[16:17] YouTube https://youtu.be/BYpTRiRqS1Y?t=970 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
part like the like the brand manager part. No, I wouldn't recommend it. Yeah. Bring somebody in house. It's thing is what are the so what are the core things to the business? So for every business you have attraction, you've got conversion, you've got delivery, right? Those are the things that are core to every business. IT,

[16:31] YouTube https://youtu.be/BYpTRiRqS1Y?t=984 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
recruiting, finance. I see all of these functions as ancillary that aren't core to value creation for the customer. They're things that must occur for the business to continue to be a business, but not things that are core for the value to be created. And so for you, your brand is arguably the most important asset that you have and for

[16:49] YouTube https://youtu.be/BYpTRiRqS1Y?t=1002 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
sure would not be something that I would outsource. So bring somebody in house working directly for me. Yeah, I would poach somebody. Um, obviously we've done we've hired a lot of media people. We can help you with that. Um, but beyond that, uh, I would probably, if I'm doing order of ops, it'll probably be, uh, because the thing

[17:05] YouTube https://youtu.be/BYpTRiRqS1Y?t=1018 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
is is right now, are you selling, you're selling, who's doing the sales? Well, so I do it in a challenge. That's the only time I offer it, you know, you do one to many, five day thing, something like that. Okay. And so I'm going to switch to book a call, single cell guy, close and do it on a recurring kind of

[17:21] YouTube https://youtu.be/BYpTRiRqS1Y?t=1034 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
evergreen basis or still do it in this long? I'll do it both. I'll do both. Yeah. Um but okay, but you're selling straight to checkout. Mhm. Got it. Um yeah, that motion um as soon as you turn on ads is going to break uh in all likelihood because it's totally different selling to cold than is to to warm. And so the

[17:41] YouTube https://youtu.be/BYpTRiRqS1Y?t=1054 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
mean break, you will not convert the same percentage you currently do. Yeah. No doubt. No doubt. No doubt. By a lot. Um and so the whole the whole the economics of the entire funnel will change and so that'll take some adjustment in motion. So just more like preparing you for that because that's what comes next.

[17:55] YouTube https://youtu.be/BYpTRiRqS1Y?t=1068 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
Yeah. So high level recruiting for brand manager that's going to start building the base. And then ads plus sales motion are going to have to come in tandem because they both have to be good. The ads have to be good and the sales motion has to be good. If the ads are great and the sales motion sucks, it won't work.

[18:10] YouTube https://youtu.be/BYpTRiRqS1Y?t=1083 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
If the sales motion is great and the ads suck, it won't work. Cool. That makes sense for next steps. What's up? That makes sense for next steps. Yeah. Yeah. Go to LinkedIn and poach somebody. Got it. We sell sales coaching and lead genen to Sales Coaching & Lead Gen for Financial Advisers financial adviserss. We're at 6.6

[18:26] YouTube https://youtu.be/BYpTRiRqS1Y?t=1099 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
million. We'd like to be at 20 plus. Um, appound, paid ads, events. How do you sell paid ads? Okay. Yeah. Straight to VSL to phone team. Correct. Cool. Correct. Yeah. Biggest thing is churn as with pretty much all agencies. Um, so we've basically transitioned from lead genen company to sales coaching

[18:45] YouTube https://youtu.be/BYpTRiRqS1Y?t=1118 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
company because we know that, you know, advisors can't close. No offense to any advisers in here, but um yeah, so we're we're doing a lot of sales coaching now. So we have like the big head longtail where we can sell the lead genen on the back end. Okay. So yeah, the main question is have you seen other agencies successfully pivot

[19:04] YouTube https://youtu.be/BYpTRiRqS1Y?t=1137 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
from lead genen to sales coaching or you know in like very non-sales uh or industries where founders or business owners are sales deficient? Have you seen companies successfully train their clients on sales? Yeah, sure. So, like a gym launch, how did you guys successfully do that across thousands of

[19:24] YouTube https://youtu.be/BYpTRiRqS1Y?t=1157 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
gyms? We had something called boiler room. We trained their trainers and front desk people every morning and drilled them, role played, and separate them in the groups the same way we would our own team. So, we just did it every morning for them. And it was just an add-on, just group group roleplay basically.

[19:38] YouTube https://youtu.be/BYpTRiRqS1Y?t=1171 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
Mhm. just like you'd have a sales manager meeting where you'd role play whatever particular part of the script they were all struggling with. And so we break we break sales training from the team side, not on the one-on-one side, into five parts. We've got intro, we've got disco, we've got offer, and then

[19:51] YouTube https://youtu.be/BYpTRiRqS1Y?t=1184 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
we've got uh you know, objections and looping. And then fifth day is basically whatever is kind of the hot topic of what's the thing that we think is going to benefit the team the most. And so that's kind of how we rotate through. We have to keep each part of the script crisp, otherwise they'll up something. And so that keeps the short,

[20:04] YouTube https://youtu.be/BYpTRiRqS1Y?t=1197 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
you know, the the the sword sharp. Um, and that's what we did, you know, across the team. We still we do that for our teams, too. Um, but I think it's likely that it's under basically you need to provide more value or you need to lower the price. And so, if you want to tackle churn, it has to be like there are for

[20:21] YouTube https://youtu.be/BYpTRiRqS1Y?t=1214 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
sure businesses that work in the space that you're at. I think big head longtail is a great model like charge the upfront and then just make the continuity much much smaller. So, it's a no-brainer. Like they'll almost pay that just to be kind of in the network. Sure. And so this is I'll just I should have

[20:35] YouTube https://youtu.be/BYpTRiRqS1Y?t=1228 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
said this earlier, but it's like I try to answer the question so that it affects as many people as possible in this room. But the problem with information and kind of quote coaching or education type businesses is that um people try to make continuity out of the front end value that you're providing

[20:51] YouTube https://youtu.be/BYpTRiRqS1Y?t=1244 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
and then the value drops once you have the skill. And so you have to separate out the consumables from the one-time things. the onetime things also have significantly more value than the consumables do. Now sometimes they don't have the money to pay for the onetime thing because they don't have the skill

[21:06] YouTube https://youtu.be/BYpTRiRqS1Y?t=1259 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
the onetime thing would give them. Yeah. Right. That's kind of the issue. So um in order to separate it, it's like you just have to think what are the things that they get on an ongoing basis. And if we only sold that, what would the price point be? Likely significantly lower. And if we got them that skill, it

[21:20] YouTube https://youtu.be/BYpTRiRqS1Y?t=1273 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
would be significantly more. But once they have the skill, assume they have the skill on the ongoing basis. Yeah. What would they still pay for? Now you have the lead genen thing. really I mean the lead genen oh everyone wants it when they learn how to sell using our process they stay so the biggest thing is just making sure

[21:38] YouTube https://youtu.be/BYpTRiRqS1Y?t=1291 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
they actually so it's so it's like it's activation as well so like getting them to come in and actually engage because most advisers is it all remote it's all remote and they don't they also don't like sales like the word sales like they like cringe inside when they hear it so we literally like ban the word

[21:55] YouTube https://youtu.be/BYpTRiRqS1Y?t=1308 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
sales like we we just say consulting we don't call them sales calls We call them consults. So like you know like that but um yeah I'm just curious. So it sounds like you just have to get better at training them. Yeah. So okay. Your issue though is that if someone gets activated they stick for sure. For sure.

[22:15] YouTube https://youtu.be/BYpTRiRqS1Y?t=1328 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
Well then all of the all of the effort we have is how do we get them activated like better faster which is going to be a function of two things. One is going to be are there some avatars that are better than others right? Right? So, we only sell those avatars. And we split that into three buckets. You've got demographics. What do they

[22:31] YouTube https://youtu.be/BYpTRiRqS1Y?t=1344 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
look like? Right? You've got the quantifiables, which is like what are the uh what size business do they have? Whatever. Um and then you've got the ethnic the um uh I said demographics and there's quantifiables. There's a third one. I can't remember. But those two will at least get you on a head start um

[22:47] YouTube https://youtu.be/BYpTRiRqS1Y?t=1360 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
in terms of segmenting the traffic. So, you can be like this is who the avatar is. These ones have a significantly higher likelihood of converting. And what will happen when you do that is your CAC will go up, but then your stick problem will get fixed. Okay? So like for example, if I sold everybody who

[23:01] YouTube https://youtu.be/BYpTRiRqS1Y?t=1374 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
identified as a fitness person, then gym launch would never have been able to exist because I would have had too many shitty customers who are personal trainers who've got 10 clients, whatever, and they can never pay and it doesn't matter what I do. And so for me to deploy the resources required to actually get them up to snuff, I have to

[23:18] YouTube https://youtu.be/BYpTRiRqS1Y?t=1391 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
have somebody who at their onset can pay more so that I can actually help them. Okay? Because below a certain extent, it just needs to be DIY, which is a different business, not the business I wanted to be in. So there's probably some advisors that are better that you need to basically scan out and say, "All these people were not going to

[23:34] YouTube https://youtu.be/BYpTRiRqS1Y?t=1407 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
service because they have a low likelihood of actually working." And maybe you need to adjust price to only accommodate those people and that newer avatar that's better. So this isly an avatar issue. And then obviously the ops on the back end in terms of activation is what do oh yeah that's the third

[23:46] YouTube https://youtu.be/BYpTRiRqS1Y?t=1419 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
bucket the behaviors. So what do the people who have the right demographics and the right quantifiables what behaviors did they do that caused them to activate and stick and what did the other people who look like them not do and then that becomes the activation process we reverse engineer. Makes sense. Quick last question. How

[24:03] YouTube https://youtu.be/BYpTRiRqS1Y?t=1436 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
did you how did you optimize for for time to value your launch? And how can we potentially do something similar? Because for us deal cycles are Yeah. We'd email their list. if they make a sale in the first seven days. Okay, so just reactivation. Okay, sweet. Appreciate you. If you're doing a million dollars or

[24:18] YouTube https://youtu.be/BYpTRiRqS1Y?t=1451 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
more a year and you'd like to get to 10 million or $100 million, I can promise you absolutely none of that. But what I can do is create an environment where you can actually talk to other business owners and players within those businesses that are doing those numbers. And for me personally, the big

[24:35] YouTube https://youtu.be/BYpTRiRqS1Y?t=1468 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
breakthroughs that I had in my business was when I came in with an open mind and was like, I don't know what I don't know. And so you probably have one of those like how do I get my content to scale? How do I recruit these first sales people? How do I recruit my 20th or my sal my VP of sales or director of

[24:48] YouTube https://youtu.be/BYpTRiRqS1Y?t=1481 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
sales? Every single level of this game has more complexity than the last. And so if that sounds at all interesting, I'd love to invite you out to our headquarters for two days to talk to me and the team, director of sales, director of marketing, director of strategy, director of ops, director of investment, all the people that who

[25:03] YouTube https://youtu.be/BYpTRiRqS1Y?t=1496 || Helping 4 Educational Business Owners Build a $1M Business in 25 Minutes
actually run our portfolio atacquisition.com. And as a bonus, all the other business owners in the room are doing a million dollars plus. And yeah, so this is your invitation. So if that sounds interesting, click book call if it's a good fit.


VIDEO
TITLE: Hire People Who Are Smarter Than You
URL: https://youtu.be/CpFX9CTwEaU
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/CpFX9CTwEaU?t=0 || Hire People Who Are Smarter Than You
Who have you hired recently um that is significantly better than you or has taught you something? Because you're in the role now where you have to do all the talking and a lot of the teaching for your audience and at your workshops and with the companies that you work with. Who takes you to school? Uh Shiron does. Shiron's great friends

[0:16] YouTube https://youtu.be/CpFX9CTwEaU?t=9 || Hire People Who Are Smarter Than You
when you're president. Um he's so knowledgeable on the I mean he's so knowledgeable on a lot of different things but like you know he said two he said two plus billion dollar companies and so obviously acquisition is you know the third that you know we're shooting for depending on you know when we have

[0:30] YouTube https://youtu.be/CpFX9CTwEaU?t=23 || Hire People Who Are Smarter Than You
our third party validation but basically it's like the bigger the company gets I feel like the better he gets you know what I mean like the more in his wheelhouse he is in terms of like data pipelines infrastructure real-time dashboards how can we like how can how can finance get weaponized I would say

[0:45] YouTube https://youtu.be/CpFX9CTwEaU?t=38 || Hire People Who Are Smarter Than You
that Leila and like Sean so good at the finance function and understanding just like just tax ramifications, entity structure, like just a lot of the things that I, you know, for me my my my acument is on like how do we let people know about it? How do we get them to give us money for it? How do we make

[1:00] YouTube https://youtu.be/CpFX9CTwEaU?t=53 || Hire People Who Are Smarter Than You
sure that they really like it and tell their friends? Like that has been basically the core of my skill set. Not that is the is the last thing you said there is that product. Yeah. Okay. Exactly. And then but like everything outside of that um is definitely not what I would say like my core core is. Like Ila's so good at

[1:16] YouTube https://youtu.be/CpFX9CTwEaU?t=69 || Hire People Who Are Smarter Than You
that. Like a lot of what we were talking about there is me somewhat relaying Leila's you know Zeit guy or you know Leila's MO around people and people and talent but Sean's so good at like enterprise value structuring just like a lot just a lot of the things that you know a public CEO would be good at and

[1:32] YouTube https://youtu.be/CpFX9CTwEaU?t=85 || Hire People Who Are Smarter Than You
that's and that's what he comes from. Um but he's also is like and I would say like from an observation personally like the true AA talent one they're not employees they are partners and they see themselves as partners and if you don't see them as partners then they are not a A plus you know how do you treat a partner differently

[1:52] YouTube https://youtu.be/CpFX9CTwEaU?t=105 || Hire People Who Are Smarter Than You
than an employee like how would I know if I have a partner? Well, I think if you go to them because you're not sure what to do and they're giving you advice, to me, that's a partner. If you're constantly directing them and saying, "This is what we're going to do. This is what we're going to do." There's

[2:05] YouTube https://youtu.be/CpFX9CTwEaU?t=118 || Hire People Who Are Smarter Than You
nothing wrong with that, but they're not a thought partner. And I also use that as a great limits test for like the true sea level executives that we have is like, do I want to talk to this person about this complex problem? If I don't seek their advice, then it means that I don't see them as a value ad. And so

[2:20] YouTube https://youtu.be/CpFX9CTwEaU?t=133 || Hire People Who Are Smarter Than You
then they're not like they're they're not super essential, which is not good. But yeah, so he I think that and then the other piece and this is something again I feel like I've I've learned more recently because I'm I'm super deep in sea level stuff right now, but it's clouds to dirt. So vertically integrated

[2:35] YouTube https://youtu.be/CpFX9CTwEaU?t=148 || Hire People Who Are Smarter Than You
full stack skill sets. And so like I think like the best sales leaders can go like they can hop on the phone and get a cold lead to book an appointment from an SDR level all the way to building sales strategy of like which starts to merge into marketing, right? It's like what what kind of messaging do we need to

[2:54] YouTube https://youtu.be/CpFX9CTwEaU?t=167 || Hire People Who Are Smarter Than You
look at? What kind of avatars have the highest likelihood of buying our stuff? Um how can we weave that into our process and our scripting? How can we uh you know cut our training time and onboarding new rep? They're really thinking about the sales organization, but they can also do almost every job.

[3:10] YouTube https://youtu.be/CpFX9CTwEaU?t=183 || Hire People Who Are Smarter Than You
And I just have yet to find like truly exceptional people that aren't full stack. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over

[3:25] YouTube https://youtu.be/CpFX9CTwEaU?t=198 || Hire People Who Are Smarter Than You
all the portfolio companies we've had and what stages of growth they went through and more importantly, where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're

[3:38] YouTube https://youtu.be/CpFX9CTwEaU?t=211 || Hire People Who Are Smarter Than You
at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to

[3:52] YouTube https://youtu.be/CpFX9CTwEaU?t=225 || Hire People Who Are Smarter Than You
give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will

[4:06] YouTube https://youtu.be/CpFX9CTwEaU?t=239 || Hire People Who Are Smarter Than You
look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Serivce Business Double Revenue
URL: https://youtu.be/Cz7lZSAnieo
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/Cz7lZSAnieo?t=0 || Helping a Serivce Business Double Revenue
I sell a program that helps women optimize their fertility. Okay. We do 1 million in revenue and I would like to be at 3 millions by the end of next year. Cool. Uh thanks to the workshop. I think I I found how to do it. Great. Um I will explain you. Um so basically we're doing launches and we have two

[0:19] YouTube https://youtu.be/Cz7lZSAnieo?t=12 || Helping a Serivce Business Double Revenue
products because when you when you know how to track your menstrual cycle, you know a how to be more fertile and b you know how to get rid of the pill. So that's our two main products and what we do is that we do one launch for product A, product B, product A, product B the whole year. And so the idea to double the business uh is to do

[0:39] YouTube https://youtu.be/Cz7lZSAnieo?t=32 || Helping a Serivce Business Double Revenue
double launches. So um my twice as many twice as many. Can you can you just spend more per if I just can what are you spending ads to get people in? No, we're 100% organic. And we have uh Yeah, we get our customer through our Instagram account. with a great brand. And my wife, she's the the front woman.

[1:00] YouTube https://youtu.be/Cz7lZSAnieo?t=53 || Helping a Serivce Business Double Revenue
Yeah. And I know that if I come back to France and I say, "Okay, look, I have a perfect idea. We're just going to double. She's going to kill me." Yeah. Because she's frightened that we then your kids will be orphans and then the brand won't work. Yeah. Yeah. So my my idea with your team is to maybe

[1:15] YouTube https://youtu.be/Cz7lZSAnieo?t=68 || Helping a Serivce Business Double Revenue
open um it's a new to open um like the ads on our warm audience and do stealth launches behind the behind the the our front message. Got it. Right. Yeah. Okay. Because that's that's where I was concerned. So if you're going to because if you already have a cadence on organic doubling that might be tough. If you run

[1:33] YouTube https://youtu.be/Cz7lZSAnieo?t=86 || Helping a Serivce Business Double Revenue
it to the audience via ads then I think that works. So you validate the idea. Yeah that works. If you're running if do you know how to run ads? Uh, I think I have your your book, so I think I You'll figure it out. Yeah, exactly. Yeah. So, um, yeah, if you run it Yeah. If you run it behind, then I think, um,

[1:48] YouTube https://youtu.be/Cz7lZSAnieo?t=101 || Helping a Serivce Business Double Revenue
that'll be okay. Thanks. No, you bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what

[2:03] YouTube https://youtu.be/Cz7lZSAnieo?t=116 || Helping a Serivce Business Double Revenue
stages of growth they went through and more importantly, where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[2:16] YouTube https://youtu.be/Cz7lZSAnieo?t=129 || Helping a Serivce Business Double Revenue
what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go

[2:30] YouTube https://youtu.be/Cz7lZSAnieo?t=143 || Helping a Serivce Business Double Revenue
to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if

[2:44] YouTube https://youtu.be/Cz7lZSAnieo?t=157 || Helping a Serivce Business Double Revenue
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $1M Gym Owner Scale
URL: https://youtu.be/DOAxMqnvX9s
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/DOAxMqnvX9s?t=0 || Helping a $1M Gym Owner Scale
I own a fitness studio. Uh, we just surpassed a million in revenue. Congrats. And thank you. Um, personal training or semis or large group? Large group. Okay. So, if I'm being honest, I would like to be at 50 million. So, honestly, what I think stopping me is looking at my business just like 49 more gyms.

[0:20] YouTube https://youtu.be/DOAxMqnvX9s?t=13 || Helping a $1M Gym Owner Scale
Yeah, exactly. So, and I I honestly don't this is like something that I don't know if it's a belief, right? Yeah. Looking at my business as an investor, right? My LTV to CAC is I mean two to one. I mean we can get it to three to one. Looking at the market and realizing that the fitness studio space is becoming a red market. It's very tough.

[0:43] YouTube https://youtu.be/DOAxMqnvX9s?t=36 || Helping a $1M Gym Owner Scale
I don't know if I personally think it's a smart investment in my time to try to continue to grow my gym. We're profitable. I have a great team and I'm like maybe I'll just sell it in one to two years. Um and then I'm like so like I just read the book uh how to how to how to make a couple billion by Brad Jacobs

[1:06] YouTube https://youtu.be/DOAxMqnvX9s?t=59 || Helping a $1M Gym Owner Scale
and he talks about getting you know ahead of the trend which I think you've done a great job of. So when I like read that think like an investor and then I look at my business I'm just like this ain't it? Yeah. I'm kind of at this point where I'm like and people are like this is great. Why don't you scale? I'm like you don't understand it. So I get it.

[1:28] YouTube https://youtu.be/DOAxMqnvX9s?t=81 || Helping a $1M Gym Owner Scale
So I guess like he's like this sucks. Like everything's great. But it's like demon side. No. So I mean what do you think I should do? Like if you were me like what if you want to make $50 million the likelihood that you get it there from a large group studio is very low. So if that's the goal then you probably want to have a different vehicle. And so you can I I would say that if I was in your in your position, you have one of two paths. There's like in a really

[1:53] YouTube https://youtu.be/DOAxMqnvX9s?t=106 || Helping a $1M Gym Owner Scale
close adjacent path, which would be like I do believe that the best fitness model right now is the small uh small group. H I I think it's the best model that's on the market right now. Um and so you could change your existing model to that and that one gets exceptional returns on capital and is a very operationally easy model to run.

[2:10] YouTube https://youtu.be/DOAxMqnvX9s?t=123 || Helping a $1M Gym Owner Scale
Yeah. Um, and so that would be like the reason I'm I I kind of like that for you is because it already borrows from a huge amount of your existing skill set and knowledge base and that is a good vehicle. So that's option one. Option two is you just you know try something brand new which I have very little like insight into into like what of the of unlimited opportunities could you pursue all of them um or one of them but uh

[2:36] YouTube https://youtu.be/DOAxMqnvX9s?t=149 || Helping a $1M Gym Owner Scale
transforming what you have into I mean I fundamentally I think that's why you were here or at least I would be if I were you um is like how do I make this how do I turn the thing that I have into the thing that I want and I think that you can do it with a lot fewer steps than you expect. you'll probably have, you know, 6 months where there's a little bit of turbulence of

[2:52] YouTube https://youtu.be/DOAxMqnvX9s?t=165 || Helping a $1M Gym Owner Scale
like people being upset because you changed the rules of the game on them. But unless the facility that you have right now like precludes you in some way from, you know, delivering that other model. Yeah. I would say that that's probably a very the lowest risk, highest likelihood path. Yeah. Okay. Now, yeah, because my head just goes everywhere like Yeah.

[3:13] YouTube https://youtu.be/DOAxMqnvX9s?t=186 || Helping a $1M Gym Owner Scale
Another Let me let me give you something. Um, this is the first year in my entire life where I haven't had FOMO. I haven't had it and it's really weird. And I noticed I noticed that I didn't have it only at the end of the year and I was like, "Oh, wow. That's weird." And I think it's because I finally have realized how hard it is to do

[3:32] YouTube https://youtu.be/DOAxMqnvX9s?t=205 || Helping a $1M Gym Owner Scale
anything. And when I see some when I see someone who's like crushing it, like a friend of mine made 50 million in crypto this year and it's not his main business, it's a side hustle. And I was just like, "Okay, noted." Um, and so, and so then I thought to myself, I was just like, "Good for him." Like,

[3:49] YouTube https://youtu.be/DOAxMqnvX9s?t=222 || Helping a $1M Gym Owner Scale
I was like, "I'm not gonna get into it." Like, "That's not my game, you know what I mean?" Um, but he's like, "Dude, the school deal's monster." And I was like, "I know it's awesome, but that's the game I know." You know what I mean? And so, um, it's not even the comparison to the thief of joy thing.

[4:02] YouTube https://youtu.be/DOAxMqnvX9s?t=235 || Helping a $1M Gym Owner Scale
Um, I think it's just that learning to play a game really well takes a really long time. and accepting that like one of the saddest things about life for me has been that like I'm only going to have like maybe three or four more entrepreneurial seasons in me and that's really sad because it means I only have three or four more big swings

[4:18] YouTube https://youtu.be/DOAxMqnvX9s?t=251 || Helping a $1M Gym Owner Scale
and it's like shoot I have all of these things that I want to do in my life but I only get to pick three or four more maybe maybe right um and so I think that just getting comfortable with the idea like there will always be people who make more and even if you are Paul Getty and become the richest man in the world everyone will forget anyways and so like

[4:34] YouTube https://youtu.be/DOAxMqnvX9s?t=267 || Helping a $1M Gym Owner Scale
just context right um that there's nothing wrong with taking having six months where you, you know, re reconfigure what you're doing to then say this is what I'm gonna do for the next five or 10 and then you're set for life and then you can do whatever you want. Sure. Thanks. You bet.


VIDEO
TITLE: The Cost of Constant Criticism
URL: https://youtu.be/DOYLPw8rZDY
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:04] YouTube https://youtu.be/DOYLPw8rZDY?t=0 || The Cost of Constant Criticism
It's easier. You can always defend. No, like we we actually deal with this a lot at acquisition.com from an investment perspective and um we actually have to check ourselves, which is it's always easy to find a reason not to do an investment. So, we have a no bias and you should have I mean you should overall have a no bias. Like you should say, okay, here's all the things that could go wrong. And

[0:26] YouTube https://youtu.be/DOYLPw8rZDY?t=19 || The Cost of Constant Criticism
you have to kind of think that way because you have to manage risk. But if you say no to everything, you're always right in the short term, but you're but if you never make an investment, you're wrong in the one way that matters, which is you get no return. And so like you always miss the short-term losses, but you lose the big long-term gain. And so it's m again, this is a a continuum to be managed more than a problem to be solved. But

[0:51] YouTube https://youtu.be/DOYLPw8rZDY?t=44 || The Cost of Constant Criticism
cynicism is short-term. It's like every so when you so okay this is so when you go home right and you want to start a 1 minute new business or you have a girl that you're bringing back and your friends and your family are like she's not going to last or like this isn't going to this isn't going to be forever. They are right literally every single time except for the one time you bring your wife

[1:16] YouTube https://youtu.be/DOYLPw8rZDY?t=69 || The Cost of Constant Criticism
home and in that time they're all wrong and it's the one time that matters. And so the idea like, but the thing is is because of the false positives or the true positives, they might have been right literally 19 out of 20 times. And if they were right the first time and the second time and the third time and the fourth time, why would they bet against no on the fifth time or the 50th time, but you only need

[1:38] YouTube https://youtu.be/DOYLPw8rZDY?t=91 || The Cost of Constant Criticism
one yes or one positive to change your entire life? And so there's this habit and that's where cynicism comes from where we get so many positive reinforcers for saying no and being right. But it's only short-term being right because you have to make big bets to win big. And that also means that you're wrong plenty of times and people aren't willing to look stupid for being wrong. This school bet could go wrong.

[2:02] YouTube https://youtu.be/DOYLPw8rZDY?t=115 || The Cost of Constant Criticism
I'm betting it's not, but everything has risk and I've been public about it, right? And so like if anything, but like I've played this out. So, like I like I'll tell you how I played this out. I was like, "If it goes wrong, I'll document the things that I that I learned and then I'll apply next time

[2:18] YouTube https://youtu.be/DOYLPw8rZDY?t=131 || The Cost of Constant Criticism
and I'll do what I've always done. State the facts and tell the truth." It is strange to think about how being cynical or skeptical or kind of sardonic or cutting or aloof, it's used as a proxy for being smart. Oh. The worst thing that anybody could be accused of is naive. That's what they're trying to optimize against. They don't want to be seen as naive. Oh, you

[2:50] YouTube https://youtu.be/DOYLPw8rZDY?t=163 || The Cost of Constant Criticism
You hope that everything was going to be good. Oh, that's I mean that's cute. Like, you know, the world will teach you. It'll Don't worry. Don't worry. It's like it'll it'll you'll learn. You'll learn. Yeah. People don't want to be naive and they'll be right. And that's what's that's what's painful is that it takes more effort to start in the beginning.

[3:11] YouTube https://youtu.be/DOYLPw8rZDY?t=184 || The Cost of Constant Criticism
And more people are right about the fact they're like, "Hey, you're not going to hit it big." And guess what? A month in, you're not. But they're only measuring on months. And at 6 months, you're also not going to have hit it big yet. And they're going to be like, "I'm still right. And at a year, you're still not going to have hit it big, and they'll still be right." And every day that you haven't hit it, they're going to feel like they were

[3:27] YouTube https://youtu.be/DOYLPw8rZDY?t=200 || The Cost of Constant Criticism
right, but they're wrong. Because they're measuring in days, and you're measuring in decades. There's this idea from Gwinder called the cynical genius illusion. Cynical people are seen to be smarter, but sizable research suggests they actually tend to be dumber. Cynicism is not a sign of intelligence, but a substitute for it.

[3:45] YouTube https://youtu.be/DOYLPw8rZDY?t=218 || The Cost of Constant Criticism
A way to shield oneself from betrayal and disappointment without having to actually think. There was a there's a tweet on um a a doomsday money Twitter guy and he said uh yeah, he's predicted uh 16 out of the last three recessions. And the thing is is that no one no one recalls the other 13 times that guy was wrong.

[4:12] YouTube https://youtu.be/DOYLPw8rZDY?t=245 || The Cost of Constant Criticism
Yeah. and they don't recall all of the gains that probably were made in the marketplace by people who didn't sell during that time period. There was this uh broad you know people forward on WhatsApp and if it's been forward lots of times it even says at the top forwarded many times. It's like a little warning and this happened I think around uh co there was an image of one guy one

[4:37] YouTube https://youtu.be/DOYLPw8rZDY?t=270 || The Cost of Constant Criticism
squatty wearing like army gear walking through the streets of London and this was forwarded on WhatsApp as evidence that the army was going to come and hold people in the house at gunpoint and if you left it was going to be martial law was going to be deployed on the streets of London and this went nuclear

[4:54] YouTube https://youtu.be/DOYLPw8rZDY?t=287 || The Cost of Constant Criticism
completely interstellar absolutely everywhere. What happened with that? What happened with what happened with that thing? Not a single person who decided to spout this half baked opinion that never turned out to be true ever got held to account for that. And I must have received that message like five

[5:13] YouTube https://youtu.be/DOYLPw8rZDY?t=306 || The Cost of Constant Criticism
times. I'm like, "Hey, you you don't get to just make these like ridiculous like actually stupid claims about the world and then no one call you to account." I'm going to hit on the cynicism point. Um, the world belongs to optimists because if you're going to do anything big, you have to believe that it can happen.

[5:40] YouTube https://youtu.be/DOYLPw8rZDY?t=333 || The Cost of Constant Criticism
Otherwise, it never will. That Sean Puri thing, the cynics get to be right and the optimists get to be rich. Yeah. That like if you look at it from a percentage of success rate, I've been wrong more times than I've been right. I have failed more times than I've succeeded. But you always succeed more and are right more in the big ways than the people who've been right all along

[6:01] YouTube https://youtu.be/DOYLPw8rZDY?t=354 || The Cost of Constant Criticism
and are wrong. Trevor says this, my my editor, he says, uh, 99% right and 100% wrong. So like they're they're right 99% of the time, but they're wrong 100% because the only thing that matters is the big one at the end. Like your family and friends will say that every girl that you ever date is not good enough except for the one time you find the

[6:25] YouTube https://youtu.be/DOYLPw8rZDY?t=378 || The Cost of Constant Criticism
girl that you're actually going to marry and then it doesn't matter or like this won't last or like this business idea it's not going to work and you might have nine failures. I f my first nine businesses didn't really amount to anything. Nine. Nine as in the first one spent time failed. Second one this one will be different failed. Third one this one. this is the one and then seven six more after that.

[6:51] YouTube https://youtu.be/DOYLPw8rZDY?t=404 || The Cost of Constant Criticism
Right? I'm just painting this picture because like it's painful as because the whole time everyone is telling you I told you so and they're right today but not forever. Real quick,


VIDEO
TITLE: Helping a Dental Practice Create Recurring Revenue
URL: https://youtu.be/DV1_DbnKrkE
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/DV1_DbnKrkE?t=0 || Helping a Dental Practice Create Recurring Revenue
I run dental cleanings. Okay. And our USB is single visit full mouth rehab. Okay. So like veneers and all that. Yeah. Got it. Cool. Uh but it's a single transaction and after that my LTV is over. So I don't have venue retention. Okay. I understood what I have to do since yesterday and the table of this morning.

[0:22] YouTube https://youtu.be/DV1_DbnKrkE?t=15 || Helping a Dental Practice Create Recurring Revenue
But I have to understand from you if you can advise me on do I have to do a big upsell after? No. No. So, think about it this way. So, um, one of the first jobs I had was at a fur coat dealer. And so, you were selling fur coats. So, once, now mind you, he can sell more than one coat. You can't sell more than one mouth, but, um, you

[0:41] YouTube https://youtu.be/DV1_DbnKrkE?t=34 || Helping a Dental Practice Create Recurring Revenue
probably can every 10 years, but let's not get into that. So, um, what he realized cuz he was fourth generation, so they had to like figure out the business model over, you know, more than a hundred years was that he invented summer storage. And so the idea was, okay, how do we get these people who bought these $5,000 jackets to like come

[0:59] YouTube https://youtu.be/DV1_DbnKrkE?t=52 || Helping a Dental Practice Create Recurring Revenue
back? Because, you know, a big $5,000 coat for the average consumer that was buying it, it's actually an aspirational purchase. So a lot of people think luxury is only for rich people, but 90% of buyers are actually poor people who want to look rich. Fun fact. Um, and so what they found out was, well, if we get

[1:15] YouTube https://youtu.be/DV1_DbnKrkE?t=68 || Helping a Dental Practice Create Recurring Revenue
people to come back regularly for other stuff, they're more likely to buy more frequently, right? And so what you need is insurance. So when you when someone buys something very expensive, what you do is you charge 5 to 10% of the total purchase price for insurance. Now I say insurance with quotes here, but like

[1:31] YouTube https://youtu.be/DV1_DbnKrkE?t=84 || Helping a Dental Practice Create Recurring Revenue
it's, hey, you spent 20 grand on your mouth. Spend a,000 bucks a year to keep it, right? Yeah. To keep it looking nice, cuz I can double how long these teeth are going to last if you go into our maintenance program. And then you have this long-term care, literally probably be called long-term care, um, for your

[1:49] YouTube https://youtu.be/DV1_DbnKrkE?t=102 || Helping a Dental Practice Create Recurring Revenue
mouth. And then that way you can extend the ROI on the investment that you made. Do you think it's better if I do it after the the single sale or between after? After. Okay. So sell the 20 then they have the mirror in front of them and they're like oh my god. And you're like right you don't want this to go away cuz this could go

[2:06] YouTube https://youtu.be/DV1_DbnKrkE?t=119 || Helping a Dental Practice Create Recurring Revenue
away and only for 5% of the thing you just like,000 bucks a year we'll keep it looking nice. And they just spent 20. They're not going to give a It's like whatever. Thank you very much. So, if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here

[2:20] YouTube https://youtu.be/DV1_DbnKrkE?t=133 || Helping a Dental Practice Create Recurring Revenue
in Vegas to learn how we scale. And so, my team spends two days with you to identify the thing that's holding your business back. And so, if that sounds interesting, click book a call. And if you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: “In Your Darkest Days, How Did You Keep Going?”
URL: https://youtu.be/D_E4Be4Or_E
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/D_E4Be4Or_E?t=0 || “In Your Darkest Days, How Did You Keep Going?”
I own uh three gyms in Los Angeles. We're working on our fourth gym. Okay. We do two million bucks in revenue. Um I'd love to be at four million bucks in the next three years. Um I think what's stopping me is just like patience and staying in the game long enough and continuing to just keep the faith. Like

[0:23] YouTube https://youtu.be/D_E4Be4Or_E?t=16 || “In Your Darkest Days, How Did You Keep Going?”
if I've learned anything from here, we're all going to have like bottlenecks and constraints that unique to our business that we need to fix. Sure. And we know it. And also just in the round tables, like listening to the folks that you have here, like it was never like, oh, we hired this person and they solved it. At least at

[0:39] YouTube https://youtu.be/D_E4Be4Or_E?t=32 || “In Your Darkest Days, How Did You Keep Going?”
like my revenue number, it was always like they like they figured it out like it's in here or it's like it's in here. Um, and I think back to like when you were talking about yesterday with gym launch and being in a dark place, wanting to get out of the business, but then you guys, you know, what ended up

[0:56] YouTube https://youtu.be/D_E4Be4Or_E?t=49 || “In Your Darkest Days, How Did You Keep Going?”
becoming the the Valley accelerator model, but in your darkest days, you figured out like what that was going to be and like look where that set you up to now. But like in those darker moments or when you just didn't want to do the work, like how did you keep the faith and then like do you just constantly keep moving the goalpost

[1:12] YouTube https://youtu.be/D_E4Be4Or_E?t=65 || “In Your Darkest Days, How Did You Keep Going?”
or does that feeling just never go away? Um, I think the honest truth of it is I don't have many alternatives that I enjoy more than business. And so I've kind of I have a relatively bleak perspective. And so if you have a a worldview that's working for you, ignore what I'm about to say. Um, but for me, I

[1:36] YouTube https://youtu.be/D_E4Be4Or_E?t=89 || “In Your Darkest Days, How Did You Keep Going?”
kind of just take the the the the premise of life is that life is suffering. And so suffering is a constant. And so if I don't do anything, which I did take a year off during the sale, um I was miserable. And when I'm growing a business, I'm also miserable. It's just different. And when a business is plateauing and we can't move forward

[1:56] YouTube https://youtu.be/D_E4Be4Or_E?t=109 || “In Your Darkest Days, How Did You Keep Going?”
because we're constrained for whatever reason, I'm also miserable. And so whether we're shrinking, I'm doing nothing, we're growing, or plateauing, misery is just a constant. And so I'm being real. And so then um I mean the frame that I had has always been and I'm being crude on purpose so I apologize

[2:12] YouTube https://youtu.be/D_E4Be4Or_E?t=125 || “In Your Darkest Days, How Did You Keep Going?”
but like I was 19 years old when I decided that happiness was my was kind of going to be my mantra. Um because I was so dissatisfied with the fact that I could never feel like I was happy. And so then I was like I shifted to like well I'll just be useful. And that has served me really well in my life is like if I can just be useful.

[2:30] YouTube https://youtu.be/D_E4Be4Or_E?t=143 || “In Your Darkest Days, How Did You Keep Going?”
It's an interesting um goal because when you're useful, it's inherently a serviceoriented goal because you have to be useful to someone, but it also gives you something to do because in order to be useful to someone, you have to learn stuff. And so for me, continuing to play the game has just gotten me better at

[2:48] YouTube https://youtu.be/D_E4Be4Or_E?t=161 || “In Your Darkest Days, How Did You Keep Going?”
playing the game. And whenever I get sad or whenever I'm, you know, going through a hard time, like right now, this is the hardest year I've had in the last eight years. So, this is a local minimum for me. Um, I actually uh ranked my last 13 years and this is uh the fifth worst year I've had. Um, but the worst year

[3:05] YouTube https://youtu.be/D_E4Be4Or_E?t=178 || “In Your Darkest Days, How Did You Keep Going?”
out of the last eight. So, you know, haven't had it this bad in a minute. Um, but it is helpful to remember that like, you know, when I lost everything one year twice, that was my second worst year. The worst year was the first year I started my business. And so, like everything's relative. I have problems

[3:19] YouTube https://youtu.be/D_E4Be4Or_E?t=192 || “In Your Darkest Days, How Did You Keep Going?”
now. They are better problems than I used to have, but they are problems nonetheless. And so the um the perspective that I have is what else am I going to do? And if there's a day that I find out that there's something that I could do that I enjoy more than what I do now, then I will do that immediately. But

[3:37] YouTube https://youtu.be/D_E4Be4Or_E?t=210 || “In Your Darkest Days, How Did You Keep Going?”
there's um there's a really interesting thing. It's kind of a Buddhist philosophy, which is that um in all suffering there is you have suffering because there is capacity for joy. So, one can't exist without the other because the opposite of joy is apathy, not suffering. It's a thin line. It's like when you love someone and you hate

[3:56] YouTube https://youtu.be/D_E4Be4Or_E?t=229 || “In Your Darkest Days, How Did You Keep Going?”
them, it can happen really fast, but you don't go from love to apathy overnight. And so, um, I have suffered in the game because I also have great moments, you know, that occur within it. And so, um, for me, everything always gets boiled down to behavior, which is kind of my overarching frame for understanding

[4:14] YouTube https://youtu.be/D_E4Be4Or_E?t=247 || “In Your Darkest Days, How Did You Keep Going?”
reality. is that boiling everything down to what will I do and how does this affect what I do. And so what I found is that a lot of the the suffering that that I experience is actually entirely in my mind. And so for example, let's say I make a bad business decision and I lose $17 million in cash, which I just

[4:32] YouTube https://youtu.be/D_E4Be4Or_E?t=265 || “In Your Darkest Days, How Did You Keep Going?”
did. Um which sucked. And when that happened, I was like, "Okay, that sucked. Um what does this change about my life? I eat the same food. I'm married to the same girl. I work the same job. I have the same team. I come to the same building. I live in the same city. Nothing has changed about my life besides the idea that there was a number

[4:54] YouTube https://youtu.be/D_E4Be4Or_E?t=287 || “In Your Darkest Days, How Did You Keep Going?”
that no longer is there. And so that means that all the suffering is optional. It's voluntary. I'm choosing to decide that I'm going to suffer with this. But in terms of how my life has changed, it has changed zero. And what's interesting is that the more or rather the less you change your lifestyle in

[5:10] YouTube https://youtu.be/D_E4Be4Or_E?t=303 || “In Your Darkest Days, How Did You Keep Going?”
accordance with your business success, the more resilient you are because it means that fewer things ever change anything about your life. Can you say that again? So if you don't change your lifestyle as your business becomes more successful and makes more money, then if it becomes less successful momentarily or you have

[5:27] YouTube https://youtu.be/D_E4Be4Or_E?t=320 || “In Your Darkest Days, How Did You Keep Going?”
some sort of volatility in the business, if your baseline is here, the volatility up here doesn't change anything. So, it's almost like making your anchor hundred 100 feet below the surface of the water. And so, the choppiness of the waves doesn't matter. But if it's really important for you to get these tiny

[5:42] YouTube https://youtu.be/D_E4Be4Or_E?t=335 || “In Your Darkest Days, How Did You Keep Going?”
blips that happen with the waves at the top of the surface, you do get higher highs, but you also will experience the crashing of the waves. But if you're just always at the bottom of the ocean, then you're like, you can barely hear it. And so, that is kind of how I focus my attention, which is number one, what does this change about

[5:58] YouTube https://youtu.be/D_E4Be4Or_E?t=351 || “In Your Darkest Days, How Did You Keep Going?”
my life? And then number two, what am I going to do instead? And so the answer to that question has almost never been change what I'm doing. It's always like well I will learn and I will get better. And the thing is is that like knowing that suffering has been a constant at every chapter of business for me. Um

[6:18] YouTube https://youtu.be/D_E4Be4Or_E?t=371 || “In Your Darkest Days, How Did You Keep Going?”
you guys cool with me talking about this? All right. So what's really weird about humans is that we have you probably have heard of like hyonic adaptation, right? So like you you can only eat so much cake. you can only, you know, enjoy so much pleasure before you get used to it really quickly, right? What's really

[6:35] YouTube https://youtu.be/D_E4Be4Or_E?t=388 || “In Your Darkest Days, How Did You Keep Going?”
interesting about that is we actually have the same thing in reverse, which is that we actually adapt to suffering as well. But then why does suffering still hurt? And so just like pleasure, if you want to make someone suffer or if you want to punish someone effectively, then you need to change the intensity and

[6:50] YouTube https://youtu.be/D_E4Be4Or_E?t=403 || “In Your Darkest Days, How Did You Keep Going?”
variety of punishment, just like you need to change the intensity and variety of pleasure in order to keep the kind of the hydonic cycle going. And so what's nasty about business is that it's very good at changing the intensity and variety of punishment. It's like there I didn't know I could up that way.

[7:07] YouTube https://youtu.be/D_E4Be4Or_E?t=420 || “In Your Darkest Days, How Did You Keep Going?”
Wow, what an experience. I'm so grateful for this. Because the thing is the second time you get screwed by an employee, it doesn't hurt as much. The second time you get sued, you're like, "Okay, it's another one of these." Um, and so what's difficult about business is that if you stay in the same vein, it

[7:21] YouTube https://youtu.be/D_E4Be4Or_E?t=434 || “In Your Darkest Days, How Did You Keep Going?”
does become less painful because there are fewer things that are outside of the realm that you haven't already experienced. But you also don't get the hedonic pleasures of the novelty of growth. And so you miss out on both sides. And that's why there's both joy and suffering and growth. Do you feel like in the mentors that

[7:37] YouTube https://youtu.be/D_E4Be4Or_E?t=450 || “In Your Darkest Days, How Did You Keep Going?”
you've had and the people that you've talked to that are further along the way that they have that same operating perspective or is this unique to you? I think everyone has whatever whatever whatever their motus operandum is. So for me, this is what has worked. And so this is by no means, you know, like my

[7:50] YouTube https://youtu.be/D_E4Be4Or_E?t=463 || “In Your Darkest Days, How Did You Keep Going?”
content is never is never a sermon. It's always just a documentary. This is what worked for me. If you have something that works for you, by all means do it. Um, but I would say like I've never I've never strove striven um to win the award for happiest guy. I've never claimed to have that title. I I think if anything

[8:06] YouTube https://youtu.be/D_E4Be4Or_E?t=479 || “In Your Darkest Days, How Did You Keep Going?”
I've struggled a lot more on nihilism of why bother. Um I would say that that's the thing that I struggle the most with in my life is like I don't need to do any of this. I really don't. And some people say that I really don't need to do this. Um and I do it because um I want to be useful. And so like

[8:26] YouTube https://youtu.be/D_E4Be4Or_E?t=499 || “In Your Darkest Days, How Did You Keep Going?”
that gives me some inkling of meaning and so I chase that. But I definitely have bad days. Um and I'm definitely in a season right now where it's tougher for me. But it's just a game. Yeah. Well, I speak on behalf of everybody here. You made a big difference for all of our lives. So I appreciate it. Thank you.

[8:46] YouTube https://youtu.be/D_E4Be4Or_E?t=519 || “In Your Darkest Days, How Did You Keep Going?”
So,


VIDEO
TITLE: Closing 3.3% of Leads? Here’s the Fix
URL: https://youtu.be/DpB_hUtBqwk
PRIMARY_TOPIC: scaling
TOPICS: scaling, closing, hiring, scaling

[0:00] YouTube https://youtu.be/DpB_hUtBqwk?t=0 || Closing 3.3% of Leads? Here’s the Fix
Alex, what's up? What' it do? Nothing. All right, man. I'm Kyle. I sell outdoor lighting to homeowners. We design and install it. Um, right now we're doing 1.8 million. I want to get to six in this location. A lot about what you just talked about. Not wanting to go too fast um into the next. So, I think what's currently

[0:18] YouTube https://youtu.be/DpB_hUtBqwk?t=11 || Closing 3.3% of Leads? Here’s the Fix
stopping me is just an inefficient sales motion. Um, right now I have one sales guy. He just turned in his two weeks. So, I'm starting from scratch on the sales motion basically. And I want to find out when should I hire that next guy. Do I get somebody now and keep trying to fix it or do I fix it and then

[0:35] YouTube https://youtu.be/DpB_hUtBqwk?t=28 || Closing 3.3% of Leads? Here’s the Fix
um Yeah. What do you do? Find a guy. Yeah. So um to me this is like a red alerts thing. Now how much your business is recurring? Uh almost zero except for holiday. Got it. Okay. So you need to solve this like now. Mhm. Do you know how to sell it? Yeah. Yeah. Okay. So you know how to you started selling yourself and then you got the

[0:55] YouTube https://youtu.be/DpB_hUtBqwk?t=48 || Closing 3.3% of Leads? Here’s the Fix
sales guy. Yeah. Yeah. Yeah. I have all the numbers right here. If you want that, I can undo it, too. Um, not yet. So, if So, at first I was worried cuz I thought he was like the only person who could, you know, get you business and I was like, that would be No, I'm doing about 20% myself now. Okay. And he's doing 80.

[1:10] YouTube https://youtu.be/DpB_hUtBqwk?t=63 || Closing 3.3% of Leads? Here’s the Fix
Yeah. Got it. Okay. So, then what stops you from because I moved time like I could do. It's not cuz I don't know how to do it. Yeah. Yeah. Okay. No, that's good. So, what what stops you from getting uh another guy like him because you you need it? Uh, I just want like I think there's too many problems in the sales motion now.

[1:27] YouTube https://youtu.be/DpB_hUtBqwk?t=80 || Closing 3.3% of Leads? Here’s the Fix
It's not efficient enough. Okay. So, I'm wondering should I fix that myself before I try to train somebody on something that's not even working right. All right. Walk me through it and then we'll we'll go from there. Um, what I don't want you to do is kill your cash flow, right? So, I'd rather have some

[1:46] YouTube https://youtu.be/DpB_hUtBqwk?t=99 || Closing 3.3% of Leads? Here’s the Fix
inefficiency and still have cash flow and then we can fix it. But let let me hear what it is if there's any easy things we can pull. Yeah, cool. So, right now, CAC is like $1,800 with ad spend and commission. They're all coming everybody's coming through Meta. Um the big problem I think is we're closing 3.3% of leads on the

[2:02] YouTube https://youtu.be/DpB_hUtBqwk?t=115 || Closing 3.3% of Leads? Here’s the Fix
year. Okay. And the like the front end offer is just we you're our featured property, we give you a big discount for being the featured home of the month. Mhm. And uh so we added a VSSL in because there was some like it just wasn't fitting like people were like, "Oh, I want this free thing." And we just it wasn't working.

[2:22] YouTube https://youtu.be/DpB_hUtBqwk?t=135 || Closing 3.3% of Leads? Here’s the Fix
So since the VSSL um which is basically like last month we had or last two weeks 168 leads of those 25% were unqualified just off of home value. Mhm. Um 50 shows off the 120 and only close five of those. Um with expect like three to five more to close. Just you talked to 50 out of 120. You actually talked to 50 out of 120.

[2:47] YouTube https://youtu.be/DpB_hUtBqwk?t=160 || Closing 3.3% of Leads? Here’s the Fix
Mhm. That's great, dude. Was it in person or was this uh phone? Um in person. That's great, man. Okay. So you talked to So I I don't think up to that part I'm actually not that worried about um I thought that was that cool. No, dude. It's metal leads, man. These aren't Yeah, because if it was search,

[3:06] YouTube https://youtu.be/DpB_hUtBqwk?t=179 || Closing 3.3% of Leads? Here’s the Fix
then it'd be a different thing. But like, dude, metal leads are they're just it's it's not the highest quality platform, but you're talking to fundament you're talking to 50 out of 168. Even if you have the unqualified 50 out of 120, I mean, we that's not where I think the issue is. Okay. What is the cost per

[3:21] YouTube https://youtu.be/DpB_hUtBqwk?t=194 || Closing 3.3% of Leads? Here’s the Fix
lead, by the way? Uh 36 bucks. Okay. $36 per lead. Okay. Got it. Cost per appointment is like 140. Okay. Got it. What's the um what's your what's your uh lifetime, you know, uh gross profit per deal? Uh $5,500. Great, man. This is awesome. Okay. Yeah, dude. $140 an appointment, closing a 5k thing. We can I mean, we can make that we can

[3:47] YouTube https://youtu.be/DpB_hUtBqwk?t=220 || Closing 3.3% of Leads? Here’s the Fix
make those numbers work. Okay. So, I mean, fundamentally, you should be closing a third of these appointments. And you're closing what percentage right now? At 10%. Okay. Got it. So we have like we need to do a triple. Okay. So walk me now through in more detail. So the person comes in for the feature of the month.

[4:07] YouTube https://youtu.be/DpB_hUtBqwk?t=240 || Closing 3.3% of Leads? Here’s the Fix
So they is this a lead ad? Uh yes. Okay. So lead ad. Okay. And then there's they submit, right? And then is there a thank you page that they get routed to? Yes. Okay. So the thank you page has a VSSL on it. Yes. Okay. VSSL on the landing page and and like a short one, long one. Got it. And then there's a schedule

[4:29] YouTube https://youtu.be/DpB_hUtBqwk?t=262 || Closing 3.3% of Leads? Here’s the Fix
underneath of the VSSL. Correct? Okay, got it. And then after they book, uh, what happens? Uh, they get like automated first text and email stuff. Um, it's pretty low book rate off of that off the page. Most of those are manual reachouts to get That's fine. That's fine. Okay. So, the vast majority are not self-scheduling.

[4:52] YouTube https://youtu.be/DpB_hUtBqwk?t=285 || Closing 3.3% of Leads? Here’s the Fix
That's fine. Let's just run that flow real quick. So, I wanted to say the other one lead form, thank you page, VSSL, they schedule after they schedule. Is there another VSSL that you said the mini video afterwards? The same VSSL that's on the thank you page is the one I'm using in case you missed it or something like that. Okay,

[5:07] YouTube https://youtu.be/DpB_hUtBqwk?t=300 || Closing 3.3% of Leads? Here’s the Fix
got it. Okay. And then um either way, you're reaching out to all these people even if they self-scheduled, right? I'm assuming. Yes. Okay, got it. So, of the people, so now let's go the other path since the majority of people are are many reachouts. You're, you know, I'm sure speed to lead, double dialing, all that

[5:22] YouTube https://youtu.be/DpB_hUtBqwk?t=315 || Closing 3.3% of Leads? Here’s the Fix
stuff. Okay, so we're getting them on the phone. Okay, now what happens? So on we try to get the appointment as soon as possible and then here's like the one fix I'm trying to fix. The one thing I'm trying to fix right now is we were not requiring the spouse to be there. So like that was the number one thing is

[5:39] YouTube https://youtu.be/DpB_hUtBqwk?t=332 || Closing 3.3% of Leads? Here’s the Fix
all of them were like this all sounds great. I have to talk to my spouse, never hear from them again. Yeah. Was like the main thing. So now in the VSSL I like zoom in need your spouse to be there. Yeah. Yeah. I'm trying to fix that. So, we don't have data on that yet. Okay. But just walk me through process

[5:56] YouTube https://youtu.be/DpB_hUtBqwk?t=349 || Closing 3.3% of Leads? Here’s the Fix
real quick. You reach out, you get them on the phone, what do you say? Uh the So, the first we're just trying to schedule an appointment and then we get like we the way I word it is we just need to do a quick walk through to see if this is even a good fit. Okay. And then we go to like appointment reminders, all that. um at the walkth

[6:17] YouTube https://youtu.be/DpB_hUtBqwk?t=370 || Closing 3.3% of Leads? Here’s the Fix
through it's just like let's see this is either an awesome fit and you're going to get 20 lights for free and we're going to do 100 lights so it's still going to be 30k and you just get a basically a 15 to 20% discount or um the second option is well like this isn't a great fit for that but good news

[6:34] YouTube https://youtu.be/DpB_hUtBqwk?t=387 || Closing 3.3% of Leads? Here’s the Fix
is they spend 30k you only have to spend whatever 10k 5k and we'll give you a few lights for free okay So before you get to the house, are these people watching the VSSO? Yes. How are they? So this is why I'm upset. So you get on the phone, you say, "We just want to check it out real quick." We send them reminders. When do they

[7:00] YouTube https://youtu.be/DpB_hUtBqwk?t=413 || Closing 3.3% of Leads? Here’s the Fix
watch the VSSL? Yeah. Yeah. When the appointment is scheduled, like, "Hey, we're going to meet you tomorrow at 3." Okay. Watch this video before we come out. Yeah. Sorry. Okay. And when you show up, do you make sure that they watch the video? Uh, no. We say yes, but no. Right. So, let I'll just make sure that we do this.

[7:19] YouTube https://youtu.be/DpB_hUtBqwk?t=432 || Closing 3.3% of Leads? Here’s the Fix
So, um I would also have uh one that they're going to watch beforehand and then uh I'm guessing you do some sort of moment where you like go out to the truck and like do some little calculation, whatever. When you go out to the truck, hand them an iPad and say, "Hey, you can watch this while I go, you know, call the boss

[7:38] YouTube https://youtu.be/DpB_hUtBqwk?t=451 || Closing 3.3% of Leads? Here’s the Fix
and figure out what the numbers are." Yeah. And so then it it just literally pre-frames them right before you make the offer to close. Now what I want to do is I need to understand more about the because I think part of part of that is we need to have the like we need to confirm that um and then in the reminder

[7:56] YouTube https://youtu.be/DpB_hUtBqwk?t=469 || Closing 3.3% of Leads? Here’s the Fix
sequence are we getting confirmation the spouse is going to be there current like up until now? No. Okay. So get confirmation with it. Yeah. just say they say uh be like, "Hey, just to be clear, is your spouse's going to be there too?" If they say no, then we say, "Hey, awesome. Like, let's just get

[8:12] YouTube https://youtu.be/DpB_hUtBqwk?t=485 || Closing 3.3% of Leads? Here’s the Fix
it booked for a time that because if you know that your close rate on those people is almost nothing, then let's just let's kill the zombie up front." So, just add it to the reminder sequence. And so, you can say, "Hey, just confirm uh you know, two things for me. One, that you watch the video, second that your spouse is going to be

[8:26] YouTube https://youtu.be/DpB_hUtBqwk?t=499 || Closing 3.3% of Leads? Here’s the Fix
there. If you confirm both, I'll see you tomorrow or whatever." And then morning of, I do the same thing. Yeah. Right. Okay. That way they know that it's actually important. All right. So that's on the that's on the on the nurture sequence part. Uh we added in the VSSL um right as right as you walk in and then as you do the

[8:42] YouTube https://youtu.be/DpB_hUtBqwk?t=515 || Closing 3.3% of Leads? Here’s the Fix
calculation. Great. So that's thing two. Um thing three is we got to work on offer. All right. So one is spouse plus VSSL nurture. Yep. And that second VSSL is that just another one of the same thing but different words. Yep. More proof. All right, third one. All right, tell me about the offer a little bit more

[9:09] YouTube https://youtu.be/DpB_hUtBqwk?t=542 || Closing 3.3% of Leads? Here’s the Fix
because you kind of went over it. So, you're saying be one of our featured homes, right? Okay. So, if you're the featured house of the month, you get 20 lights completely for free and like a full media package if you ever want to sell. Like, you can use all these photos and videos. Um, and then prioritize install date,

[9:26] YouTube https://youtu.be/DpB_hUtBqwk?t=559 || Closing 3.3% of Leads? Here’s the Fix
you'll get it sooner than everybody else. Okay. And then yeah, 20 lights free, but then it's still typically those homes need 80 to 100 lights. Like we picked the best one of the month. So there's still going to be 25 grand. Our close rate on those is crazy high. They almost all say that's when we actually select the one person.

[9:46] YouTube https://youtu.be/DpB_hUtBqwk?t=579 || Closing 3.3% of Leads? Here’s the Fix
Um but the problem is obviously like everybody besides the one per month, which for them we say like the way we're dude do have you you've gone through money models, right? Mhm. You need to run this as a giveaway. Mhm. So you're you're you're you're not selling the second place prize. Mhm. You need to sell the second place prize.

[10:05] YouTube https://youtu.be/DpB_hUtBqwk?t=598 || Closing 3.3% of Leads? Here’s the Fix
That's what's missing. Yeah. So you say if everybody says they want to get the the first place, then you say, "Hey, you got second place." The asterisk is you can give more than one second place prize away. Mhm. That's how you do it. Yeah. Okay. I want to make sure you get it cuz it's super important. Actually, like I've

[10:27] YouTube https://youtu.be/DpB_hUtBqwk?t=620 || Closing 3.3% of Leads? Here’s the Fix
messed with this idea, but I haven't done it. But it's basically you're not the featured property, but you are the highlighted home. Yeah, I could use that. Yeah. Sweet. Just make it second place. And the best thing is the highlighted home gets all the stuff that the featured home does um at 20% discount.

[10:43] YouTube https://youtu.be/DpB_hUtBqwk?t=636 || Closing 3.3% of Leads? Here’s the Fix
Mhm. Which is basically what they get anyway because their house is so big. Sweet. Think that? Think you can sell that? Yeah. Yeah. That was it. That was what you were missing. Cool. So, bring another guy in right now. Yeah. I think we just need to fix those two things in the process. But I think the offer was off, dude.

[11:03] YouTube https://youtu.be/DpB_hUtBqwk?t=656 || Closing 3.3% of Leads? Here’s the Fix
You You sold them on this big thing and then you were like, "Nah." Yeah. That's how it feels every time. Yeah. You just You're not going to be that person. It's like, "Hey, so um full disclosure, like uh featured home we did have selected, but your house is great and would be our highlighted home." Yeah. Yeah. And then do you do you frame

[11:22] YouTube https://youtu.be/DpB_hUtBqwk?t=675 || Closing 3.3% of Leads? Here’s the Fix
that in the VSSL at all or only talk about the featured home? So the way that I prefer to do giveaways is that you have your first and second place prize um public and the second place prize is just a discount applied to the first place thing. And so when everyone opts into the first place thing, they all

[11:41] YouTube https://youtu.be/DpB_hUtBqwk?t=694 || Closing 3.3% of Leads? Here’s the Fix
say, "I want this big thing." And so it's a very seamless transition to say, "Oh, you didn't win the thing." Like if I said, "Hey, I'm going to work with you." Like let's say hypothetically I was going to do and you want to show the price of it too. That's what's important. So let's say that it's like

[11:55] YouTube https://youtu.be/DpB_hUtBqwk?t=708 || Closing 3.3% of Leads? Here’s the Fix
you're going to work with Alex for a year. It's a million dollars. I'm just making this up. All right. You work with Alex for a year. It's a million dollars. You're going to get 12 calls uh a month and he's going to talk about your business like he's the board of directors. Okay. Uh second place prize uh gets um gets

[12:08] YouTube https://youtu.be/DpB_hUtBqwk?t=721 || Closing 3.3% of Leads? Here’s the Fix
the same thing um from Alex, the million-dollar value, but you get it for 500 grand. And so when we call people up, we say, "Hey, I've got good news. I got bad news. The bad news is you didn't win first place, so you're not getting the million dollars free. The good news is you get that thing you wanted for half

[12:24] YouTube https://youtu.be/DpB_hUtBqwk?t=737 || Closing 3.3% of Leads? Here’s the Fix
off. That's how it works. Mhm. So, it's the same prize. You just apply some discount to the thing. So, one person gets it free. Everyone else gets a discount on the main thing. Yeah. Six inches, dude. You're six inches away. Yeah. Yeah. Keep going. Yeah. Yeah. Yeah. I love it. on the like. So what happens with a lot of

[12:42] YouTube https://youtu.be/DpB_hUtBqwk?t=755 || Closing 3.3% of Leads? Here’s the Fix
people that end up not booking or not buying is they see the featured houses of the month in the VSSL and they're like my house is nowhere near like this so I don't win I'm out. How do you frame it to that person before the appointment to get them to still get second place? Well, you want to say I state the facts

[12:59] YouTube https://youtu.be/DpB_hUtBqwk?t=772 || Closing 3.3% of Leads? Here’s the Fix
and tell the truth. I'd say we have we have we have a first place and second place prize. Third prize is a set of steak knives. I'm just kidding. Um, and um, I'm gonna show you some of our first place prize winners and I'm gonna show you some of our second place prize winners because I want to be I want to

[13:12] YouTube https://youtu.be/DpB_hUtBqwk?t=785 || Closing 3.3% of Leads? Here’s the Fix
be up front with you guys. I want to be upfront with you guys. We deal with houses in a whole spectrum. And of course, we always everybody wants to be, you know, cover of Forbes magazine. But the thing is is like you can still like this is something you can use for your real estate when you sell the house. Like if you just get these

[13:26] YouTube https://youtu.be/DpB_hUtBqwk?t=799 || Closing 3.3% of Leads? Here’s the Fix
pictures and this lighting that alone will add more to the home value than the price was. Lighting is one of the cheapest, highest return things that you can do. So this is not even a we're not even you're not even buying anything here, right? Like you're just getting home value at a discount. Yeah. Yeah. Yeah. Sweet.

[13:40] YouTube https://youtu.be/DpB_hUtBqwk?t=813 || Closing 3.3% of Leads? Here’s the Fix
Dig it. Yeah. A lot. And I would also say the good news is that if you're actually not one of these feature houses for that and to be clear, if you're one of the featured houses, love you. That's going to be we're going to have an awesome time. But by percentage, you get a higher percentage value lift with lower value homes.

[13:55] YouTube https://youtu.be/DpB_hUtBqwk?t=828 || Closing 3.3% of Leads? Here’s the Fix
Mhm. So you actually get a better deal even though you had to pay for it. Does that make sense? Yeah. Yeah. Yeah. Yeah. Makes a lot of sense. So that would be my pitch. Sweet. Awesome. Feeling good. Rock and roll. Yeah. Yeah. Yeah. I love it. Love it. All right, dude. Well, let me know how it goes. We'll do.

[14:14] YouTube https://youtu.be/DpB_hUtBqwk?t=847 || Closing 3.3% of Leads? Here’s the Fix
Appreciate you, man. Yeah. Thank you. All right. If you're a business owner and you are not growing as fast as you'd like. I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had

[14:29] YouTube https://youtu.be/DpB_hUtBqwk?t=862 || Closing 3.3% of Leads? Here’s the Fix
and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[14:42] YouTube https://youtu.be/DpB_hUtBqwk?t=875 || Closing 3.3% of Leads? Here’s the Fix
what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go

[14:56] YouTube https://youtu.be/DpB_hUtBqwk?t=889 || Closing 3.3% of Leads? Here’s the Fix
to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if

[15:11] YouTube https://youtu.be/DpB_hUtBqwk?t=904 || Closing 3.3% of Leads? Here’s the Fix
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Local Fast Food Chain Scale
URL: https://youtu.be/E4WAXGFkc30
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/E4WAXGFkc30?t=0 || Helping a Local Fast Food Chain Scale
sell pizza and ice cream to hungry humans. 22 years old. We're currently at 2.4 million in revenue. 30% profit margin. Um would love to be at 10 million revenue in How many stores? What' you say? How many stores? Just one. Nice. Um would love to be at 10 million revenue in eight years. Okay. Um so what's stopping me right now is kind

[0:20] YouTube https://youtu.be/E4WAXGFkc30?t=13 || Helping a Local Fast Food Chain Scale
of balancing opening a second location versus maxing out our current location and pushing. Yeah. Um, so in my opinion, like we're pretty close to being maxed at our current location. Um, we'll do like five, six, 700 pizzas in a day. Amazing. Um, so there's another caveat with this. So current ownership of this location is

[0:41] YouTube https://youtu.be/E4WAXGFkc30?t=34 || Helping a Local Fast Food Chain Scale
33%. Okay. Because I bought I bought in with my dad. Okay. CF67. Yeah. Okay. So then every other location I open up, so the second location is 50/50 and then the third location is 100% me. Okay. Is that the deal you made with him? Yeah. Okay. So everything on top of that is 100. So like I'm incentivized to open

[0:58] YouTube https://youtu.be/E4WAXGFkc30?t=51 || Helping a Local Fast Food Chain Scale
up other locations. Sure. Um so I've just been kind of getting conflicting um if we should open up this like second location. Um currently hired a GM to pretty much just like stand beside me for six months like for the next six months. He starts in two weeks to just be like this is everything I do at the current location.

[1:16] YouTube https://youtu.be/E4WAXGFkc30?t=69 || Helping a Local Fast Food Chain Scale
Um reciprocate that while I open up the second location back fill. Um yeah. So so a couple things. So, um, first off, kudos. Thanks, man. Um, second with, so whenever, so this goes for everybody, but like if you have a single brick and mortar store, like we say, nail it then scale it. And you probably heard that multiple times

[1:36] YouTube https://youtu.be/E4WAXGFkc30?t=89 || Helping a Local Fast Food Chain Scale
today. Yeah. Um, and so if you think that you're like, because you said, do I open this other thing or do I max this one out? What what what levers are you not maxing out with this existing location? Um, probably without offering new Yeah, without offering new stuff, probably pricing. Okay. But like from a from a from a

[1:55] YouTube https://youtu.be/E4WAXGFkc30?t=108 || Helping a Local Fast Food Chain Scale
demand perspective like we are slammed. Okay. 247\. Got it. So, okay. So, um you bringing in the GM. Cool. I would encourage you to give them some sort of small profit share that they can earn into. We already are. Okay. Great. Um what what period of time are you doing it over? What do you what that you're giving them the profit share

[2:15] YouTube https://youtu.be/E4WAXGFkc30?t=128 || Helping a Local Fast Food Chain Scale
that they can invest into? Um, so I started them off at like a salary, a base salary, and then at the So the goal is for me to go open up the second location and then have him run that second location. Um, you mean the first location? No. So, okay. Um, essentially I will go open up the second location for a period of like 3

[2:35] YouTube https://youtu.be/E4WAXGFkc30?t=148 || Helping a Local Fast Food Chain Scale
to six months and then have him kind of fill that role in me. And then who's going to fill it back at the first location? Probably. So, the goal is that he hires somebody to do that for him. Okay. Okay. Or I could go back and do the other one or do the other Yeah. Yeah. Um and but to answer your question, so um

[2:55] YouTube https://youtu.be/E4WAXGFkc30?t=168 || Helping a Local Fast Food Chain Scale
he starts out at 5% if he hits like KPIs um and then he gets 1% uh like profit share on top of that with each uh year that he's with the business. Then it caps at 10. Okay. Yeah, it's okay. I mean, it probably wouldn't have been the way I did it, but it's it's fine. Um Okay. Okay. So, you have I'm super new to this, so I fine.

[3:16] YouTube https://youtu.be/E4WAXGFkc30?t=189 || Helping a Local Fast Food Chain Scale
You're good. I mean, you're obviously doing great. You have 30% margins in, you know, fast casual with pizza and ice cream. Like, you're doing great. You did 2.4 million. It's your first business. Uh, pretty much real business. Yeah. First real business. Yeah. Yeah. Dude, you're doing great. Um, okay. So, by the way, we can all

[3:32] YouTube https://youtu.be/E4WAXGFkc30?t=205 || Helping a Local Fast Food Chain Scale
hear you. Just FYI. Um, so my ADD kicks in. I'm like, um, okay. So, the question is fundamental. Let's let's iron this down to one question. So, what is it? Is it that do you go and start up the next location or do you what or do you want permission to start the next location? No. So like I'm in on the second

[3:53] YouTube https://youtu.be/E4WAXGFkc30?t=226 || Helping a Local Fast Food Chain Scale
location like not only from an equity perspective because I'm like well I give I give money and um edit edge just saying like nail it and scale it and so like we have an insane data constraint like I don't know why these customers are coming. Yes, we have an insane product but like okay so this is what we're talking about

[4:08] YouTube https://youtu.be/E4WAXGFkc30?t=241 || Helping a Local Fast Food Chain Scale
when I say like what levers would we pull? So if you don't have good tracking and things like that, it's worth doing it up front because it will only get harder and messier to do and you'll it'll be and each decision you make without data will have greater and greater stakes. So you want to have that set up first

[4:21] YouTube https://youtu.be/E4WAXGFkc30?t=254 || Helping a Local Fast Food Chain Scale
and you can do that now. And since you're you're going to have extra overhead technically, well, not extra depending on how much you're taking for yourself, right? But like you and this other guy is going to be there. So you should have bandwidth even during the training to get some of this other stuff dialed in. Okay.

[4:34] YouTube https://youtu.be/E4WAXGFkc30?t=267 || Helping a Local Fast Food Chain Scale
Is the goal longterm to franchise it or just privately own a bunch of them? I would just love to privately own a bunch of them. Cool. Then yeah, the the privatelyowned brickandmortar um almost always has a manager that has a profit share that's in place. Okay. Typically um OT, so on target earnings should be somewhere

[4:51] YouTube https://youtu.be/E4WAXGFkc30?t=284 || Helping a Local Fast Food Chain Scale
there all in of like 100ish. Um if they crush it, you know, 120,130, they suck 75. That's usually kind of the range for that type of manager. Um and I have yet to see it where that works without that. Okay. That's privately held and not franchised out. So, no, I think I think you're on the right path. Um, I

[5:11] YouTube https://youtu.be/E4WAXGFkc30?t=304 || Helping a Local Fast Food Chain Scale
think opening the next location makes sense, but my preference like if you told me what the like I would have expected the plan to be I'm going to train this guy up. I'm going to give him three months afterwards that I'm going to be scouting and just doing all back office crap. Um, and if the location that our number one

[5:28] YouTube https://youtu.be/E4WAXGFkc30?t=321 || Helping a Local Fast Food Chain Scale
location in any way dips while he's doing those three months, I now know that I shouldn't start the next location. Okay. So, I like to give three to six months of I'm on vacation because you're going to be because you're going to be doing this other thing. Yeah. And so, what happens most times is that

[5:45] YouTube https://youtu.be/E4WAXGFkc30?t=338 || Helping a Local Fast Food Chain Scale
a business owner will basically get out of the quote dayto-day and be like, "Okay, look, I'm out of the day-to-day. This thing runs itself, but then they're still working 16 hours a day. So, it's like just because I don't train the sessions doesn't mean I don't own the business or I don't run the business."

[6:00] YouTube https://youtu.be/E4WAXGFkc30?t=353 || Helping a Local Fast Food Chain Scale
It's the same thing as the CEO versus the people who are actually like delivering services in a business. Like there's still a job, it's just not customerf facing. Yeah. And so you have to get it so that the general manager can actually do the job in its entirety without you and the business sustains or

[6:13] YouTube https://youtu.be/E4WAXGFkc30?t=366 || Helping a Local Fast Food Chain Scale
grows. If those things occur, then you've got the right guy and you can open up the next one. Okay, that's the litmus test that I've given to every every brick and mortar four walls. And unfortunately, we always are in a rush because we want to expand, we want to make more money. But the thing is is that it is way you can ask anybody

[6:27] YouTube https://youtu.be/E4WAXGFkc30?t=380 || Helping a Local Fast Food Chain Scale
here who has overexpanded. When you have two and now you have something wrong at both, it is way harder to undo. Yeah. So, I'd rather you just nail it and then scale it. And if you know that takes six more months, who cares? If it takes a year on the long term, if it takes you an extra year now, it'll

[6:44] YouTube https://youtu.be/E4WAXGFkc30?t=397 || Helping a Local Fast Food Chain Scale
shave four off the back. Okay. So, the only kind of followup would be So, we haven't signed a lease agreement quite yet, but we've like gone under not under contract, but we've like signed a builder, started the process with that. So, you're saying to delay that process like three to six months out in order to

[7:02] YouTube https://youtu.be/E4WAXGFkc30?t=415 || Helping a Local Fast Food Chain Scale
give time? I hate saying it because I know you're in in in the in the middle of it. I'm try like the thing is is that just talking to you, you're the type of person who's going to win either way. Okay, so I'm just being real with you. You'll probably win either way. If I was to give you what I would consider to be

[7:14] YouTube https://youtu.be/E4WAXGFkc30?t=427 || Helping a Local Fast Food Chain Scale
sound advice, the sound advice would be make sure the guy that you have can actually operate it at sustainable or higher without you doing anything. Yeah, that is the correct advice. If you win, you win no matter what because you're a winner. Thanks, man. Appreciate you. If you're a business owner and you are

[7:30] YouTube https://youtu.be/E4WAXGFkc30?t=443 || Helping a Local Fast Food Chain Scale
not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck

[7:44] YouTube https://youtu.be/E4WAXGFkc30?t=457 || Helping a Local Fast Food Chain Scale
and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[7:58] YouTube https://youtu.be/E4WAXGFkc30?t=471 || Helping a Local Fast Food Chain Scale
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[8:13] YouTube https://youtu.be/E4WAXGFkc30?t=486 || Helping a Local Fast Food Chain Scale
deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Stop Working Part Time on a Full Time Opportunity
URL: https://youtu.be/E6xW-GCv31I
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/E6xW-GCv31I?t=0 || Stop Working Part Time on a Full Time Opportunity
I sell head hunting services in the AI sector space. I've been doing it for about seven years. Cool. Um I do a solo business, so it's just me. Um I do 1.5 million in revenue topline. Um and then net profit's like 1.35 and then I would like to be at 5 million in a I don't know two two to three years.

[0:25] YouTube https://youtu.be/E6xW-GCv31I?t=18 || Stop Working Part Time on a Full Time Opportunity
Yeah. Um, and I think what is stopping me is that I treated as a lifestyle business. Okay. Um, because I'm ex agency. And then I like stopped investing in customer acquisition. Like I didn't do any customer acquisition. Yeah. Actually, I don't do any customer acquisition. I just do it's just referrals and people who like know me

[0:46] YouTube https://youtu.be/E6xW-GCv31I?t=39 || Stop Working Part Time on a Full Time Opportunity
then filled out the website for them and I I service them. Must be nice. Um, and then the biggest It is cool. It is cool. Um, but I think the uh big thing in flection point that kind of made me want to do this event is that I've been servicing VCAC startups for a long time. Uh, easy. It was easy for me.

[1:06] YouTube https://youtu.be/E6xW-GCv31I?t=59 || Stop Working Part Time on a Full Time Opportunity
Um, and then these bigger gigantic super whales uh came like inbound like through the website and me being very like de gaff about it being like, "Yo, you guys aren't my customer." Like trying to tell them no. Um, and then them telling me, "We want to work with you." Um, got me thinking like, "What do you want? You want five

[1:30] YouTube https://youtu.be/E6xW-GCv31I?t=83 || Stop Working Part Time on a Full Time Opportunity
million. You're not working very much. So, the solution is work more." No, I think the solution is Yeah, I think the solution is simply work more and finally put the cash into some customer acquisition like ads or anything. Yeah, I think anything will increase it. Yeah. So maybe my question is uh you know which which which uh which

[1:59] YouTube https://youtu.be/E6xW-GCv31I?t=112 || Stop Working Part Time on a Full Time Opportunity
which is that thing? Should I do like branding and content? I'll give you a little I'll give you a little hack. So you recruit, right? How do you recruit? Uh the specific strategy or I find people on LinkedIn. So you DM them outbound. DM outbound. Yes. Outbound and then referral network system that I built

[2:19] YouTube https://youtu.be/E6xW-GCv31I?t=132 || Stop Working Part Time on a Full Time Opportunity
internally. Yeah. So, um this is specific to people in recruiting, but and this kind of goes in reverse as well. The way that you are, um accustomed to acquiring customers is often the most efficient way for you to acquire talent. Not always, but often because you already have the skill set. And so, if you are really accustomed to

[2:39] YouTube https://youtu.be/E6xW-GCv31I?t=152 || Stop Working Part Time on a Full Time Opportunity
doing outbound, then it's probably very likely for the type of business that you're in that you just do outbound to get customers just like you do outbound to get product. Um, and so like the highest likelihood path is just to do more of what you're doing, just do it on the other side. I did do little sprints of that. And I

[2:57] YouTube https://youtu.be/E6xW-GCv31I?t=170 || Stop Working Part Time on a Full Time Opportunity
think in the head hunting space, it's like there are strategies that are like really aggressively overblown, especially for cold email outreach, like the 150 word count and the value proposition and they're just getting smashed. Yeah. And so like, sorry, my phone's blowing up in my pocket. Oh, yeah.

[3:14] YouTube https://youtu.be/E6xW-GCv31I?t=187 || Stop Working Part Time on a Full Time Opportunity
And so, uh, the reason why I was thinking about the the content play, uh, and the branding play is that it's a big differentiator because I learned in the sales calls for these big whales, they were like, "Well, you obviously know what the you're doing." Yeah. Well, you already have whales inbound right now, so like I would say

[3:28] YouTube https://youtu.be/E6xW-GCv31I?t=201 || Stop Working Part Time on a Full Time Opportunity
first thing to do is like be able to take them, like accept their money is scaling practice number one. Uh, that's stressful to be honest. Uh, number two, I think having the outbound spin up and then having what I would consider a pulse of content rather than trying to make content your strategy. And so I see content as kind

[3:44] YouTube https://youtu.be/E6xW-GCv31I?t=217 || Stop Working Part Time on a Full Time Opportunity
of a bifurcated approach to getting customers. And so there's the level of content that you have to create in order to use it as top of funnel. And then there's a significantly smaller amount of content that you need to look like you're an actual business. And so that amount is probably what I recommend you

[3:58] YouTube https://youtu.be/E6xW-GCv31I?t=231 || Stop Working Part Time on a Full Time Opportunity
make, which is probably one or two posts a week on LinkedIn. Nothing crazy. Um, just to show that like you're a thought leader and that you know what you're talking about. And when people do get your outbound message, the first thing they're do is click their profile and they're going to look at what you're

[4:09] YouTube https://youtu.be/E6xW-GCv31I?t=242 || Stop Working Part Time on a Full Time Opportunity
actually doing and they're going to see, oh, this stuff is pretty good. and then they'll respond to your DM, right? And so you having a slight even any following at all um would make you more likely to get responses and more likely to convert. And so I see content for most businesses as the base level so

[4:25] YouTube https://youtu.be/E6xW-GCv31I?t=258 || Stop Working Part Time on a Full Time Opportunity
that it um supports their primary channel of acquisition. Now anybody who comes in from the content I just see as like bonus or gravy, but the main acquisition channel is probably going to be outbound for you in the beginning. Okay. One thing I'm not I won't talk for too long. Uh but one thing that I was uh

[4:42] YouTube https://youtu.be/E6xW-GCv31I?t=275 || Stop Working Part Time on a Full Time Opportunity
that I'm also trying to hedge for the future is that uh as I got more customers like you know for contractually these my clients are like you know don't solicit blah blah blah like that bullshittery and you know it's fair it's fair but you know like is it well I don't I don't think so I mean because like everyone's getting

[5:03] YouTube https://youtu.be/E6xW-GCv31I?t=296 || Stop Working Part Time on a Full Time Opportunity
absolutely smashed like your retention problem is not my problem I just make the market you know and I give you a little bit of an edge because I know what I'm doing. So my thing that I'm trying to head that I want to position the firm from a branding perspective is to basically you know like LinkedIn right

[5:20] YouTube https://youtu.be/E6xW-GCv31I?t=313 || Stop Working Part Time on a Full Time Opportunity
LinkedIn services everyone and so no one signs up for LinkedIn and pays their absolute ridiculous fees and goes fine I won't take your people from like LinkedIn you know like they're they're like they sit at the top and they're allowed to just do whatever they want contractually because like they're LinkedIn and I want to do that

[5:38] YouTube https://youtu.be/E6xW-GCv31I?t=331 || Stop Working Part Time on a Full Time Opportunity
for AI. I don't think you have a problem right now. Yeah. You're making one and a half as a lifestyle business. You could just not be a lifestyle business and probably get to five. No. So, like we're talking about something that's just like not the constraint. Maybe it's something that you're annoyed

[5:52] YouTube https://youtu.be/E6xW-GCv31I?t=345 || Stop Working Part Time on a Full Time Opportunity
about, but it's not the problem. It's like you need to go acquire customers. You need to do outbound. You need to make some content and that's it. Yeah. Is there any like specific flow to that or just more? Just more of it. I'm being dead serious. It's what it is. Yeah. Like you're currently not making

[6:08] YouTube https://youtu.be/E6xW-GCv31I?t=361 || Stop Working Part Time on a Full Time Opportunity
anything. Yeah. So more than that is better. And you're currently not doing outbound. And when you did do it, it started to get you customers and then you stopped working it. So don't stop once it starts working. Use an agency or just do it solo or No, I think you I think you I I I believe that acquisition and delivery

[6:25] YouTube https://youtu.be/E6xW-GCv31I?t=378 || Stop Working Part Time on a Full Time Opportunity
are two of the core components of a business. You have to know how to get customers. You know how to deliver them. And so I see those as the last things are basically things that you never outsource. Those are the main things of a business. If you want to outsource your bookkeeping, you want to outsource

[6:36] YouTube https://youtu.be/E6xW-GCv31I?t=389 || Stop Working Part Time on a Full Time Opportunity
even recruiting for example, even though you are a recruiter. Um, those are things that make sense. Um, media buying I see as a component of advertising, but not necessarily like the creative strategy um of what kind of ads you're making, the the offers, the prices, things like that. Like that's core to

[6:52] YouTube https://youtu.be/E6xW-GCv31I?t=405 || Stop Working Part Time on a Full Time Opportunity
the business. But TLDDR, make more content, do more outbound, stop working part-time, and you'll probably get to your 5 million. At that point, you'll have a ton more cash flow and you'll probably be able to then renegotiate better rates if you so wanted or, you know, non-exclusive pieces and then probably hire some

[7:09] YouTube https://youtu.be/E6xW-GCv31I?t=422 || Stop Working Part Time on a Full Time Opportunity
people to help you out on the outbound side to go get you um the c not customers, the uh the humans they have to go sell. So, don't hire now. Just just work. Well, right now the constraint is not your time. You just aren't using any of it. Yeah. Okay. Sounds good. Thanks. Cool. So, if you've hit a revenue

[7:27] YouTube https://youtu.be/E6xW-GCv31I?t=440 || Stop Working Part Time on a Full Time Opportunity
ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here in Vegas to learn how we scale. And so, my team spends two days with you to identify the thing that's holding your business back. And so, if that sounds interesting, click book a call. And if

[7:41] YouTube https://youtu.be/E6xW-GCv31I?t=454 || Stop Working Part Time on a Full Time Opportunity
you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: Helping a home service company scale
URL: https://youtu.be/EUtOqsSJok8
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/EUtOqsSJok8?t=0 || Helping a home service company scale
Hey, Alex. Thanks for everything that you've done. Uh, I'm James. I sell custom branch railings to homeowners. Okay. I we did 420 or so last year. Uh, I was I've read 10x is greater than 2x. And so last night it was coming to me again like, do I really just want to double or do I want to try to 10x?

[0:17] YouTube https://youtu.be/EUtOqsSJok8?t=10 || Helping a home service company scale
Um, and so what I want to try to do is to develop a network of product specifiers, architects, designers, contractors that can act kind of like a referral network. I want to shift away from the minnows and to focus more on whales. We had one client last year, uh, about $50,000 worth of handrails. And if I could get 10 of those in a

[0:35] YouTube https://youtu.be/EUtOqsSJok8?t=28 || Helping a home service company scale
year, then I would double revenue just with 10 clients. So, kind of what are my best strategies to go about achieving that? So, where did you source the single whale this year? He found me. It's all inbound. It's all through search. Okay. So, SEO or PBC? SEO. Okay. I just started Facebook ads about three

[0:52] YouTube https://youtu.be/EUtOqsSJok8?t=45 || Helping a home service company scale
or four weeks ago. They're going pretty w good. Qualified about half of the leads so far. So I would so if you want to go whale hunting then I think your your initial thought strategy of finding the architectural firms and engineering firms and whatnot is a good one. Um I would probably try the outreach method

[1:12] YouTube https://youtu.be/EUtOqsSJok8?t=65 || Helping a home service company scale
um as my primary way because you can be hyperargeted in terms of who you're reaching out to and the the key to making it work though is like what's in it for them to refer you business. Are you asking me that? That's an excellent question. Okay. So, architects will typically in a plans like if they make a set of plans,

[1:30] YouTube https://youtu.be/EUtOqsSJok8?t=83 || Helping a home service company scale
they'll specify what kind of tiles to use and what kind of windows to use, etc. So, I've I've we've gotten plans in the past where it's like it's got the pictures from the website with the CAD drawings and everything on the plans. And so, it's like how to persuade them to do that kind of in absentia. And I

[1:47] YouTube https://youtu.be/EUtOqsSJok8?t=100 || Helping a home service company scale
should also note that we ship nationwide. So, this is not like, you know, a hyper local. Are you shipping? Are you are you doing installs or no? No, we haven't done an You just You just We just ship product. Interesting. Got it. Then who are the decision makers? Well, right now it's been primarily residential is what it sounds

[2:04] YouTube https://youtu.be/EUtOqsSJok8?t=117 || Helping a home service company scale
like, right? It's primarily homeowners. We've done some commercial work, you know, but it's primarily homeowners who are, you know, looking for something different. And so it's very what I call intentional inbound search. It's like they're looking for something, they are deliberately searching it out. They find

[2:19] YouTube https://youtu.be/EUtOqsSJok8?t=132 || Helping a home service company scale
it. you know, we have a lead magnet kind of which is like 250 de it's SEO and I you know Yeah. Well, this is a fundamental change in business strategy. So, you're aware of that. So, with that comes risk because the highest risk adjusted return move or lowest risk I guess is probably add in like if I were like tomorrow, what would

[2:38] YouTube https://youtu.be/EUtOqsSJok8?t=151 || Helping a home service company scale
I do? I'd probably just add PPC in right now. Um because you already have something that's working on SEO. I would probably see how can I get way more articles written so that my SEO traffic can go up. kind of tackle more, you know, more keywords. Um, that's like the for sure will work and make you more

[2:54] YouTube https://youtu.be/EUtOqsSJok8?t=167 || Helping a home service company scale
money play. The going after whales for sure can make more money because why not add zeros to things. Um, it'll just be a completely different sale and you'll have two levels of sales. So, sale number one is going to be for the affiliates and then figuring out what's going to make it worth it for them and

[3:10] YouTube https://youtu.be/EUtOqsSJok8?t=183 || Helping a home service company scale
then the second level is what's, you know, what's the actual sale to the to the whale customer. So, what James has is he's using affiliates to get customers, which is this is inside of the leads book. All right? And so, um, affiliates are businesses that have your customers that market and sell your

[3:26] YouTube https://youtu.be/EUtOqsSJok8?t=199 || Helping a home service company scale
stuff to them. All right? And so, fundamentally, I walk James through the three different ways that I have found that work best uh, for affiliates. So, who's the decision maker with the whales? um like the final decision maker is going to be it's going to be the homeowner whoever is doing the project.

[3:44] YouTube https://youtu.be/EUtOqsSJok8?t=217 || Helping a home service company scale
But so you just want bigger homeowners. The the architects have the ability to specify it and to put it in front of the client. So like we also did another one which was about 60,000 for a guy that was doing a development of Airbnbs in in Virginia. He put up like six yurt kind of things. Yeah. And uh you know so I had two very big

[4:04] YouTube https://youtu.be/EUtOqsSJok8?t=237 || Helping a home service company scale
So both of them were architects that sent you these. the one was an architect and the other was a construction company. Okay. Yeah. So, you're going to have to go B2B outreach is the prime basically when you look at core four, that's going to be your what you're going to do and then they're going to be your

[4:18] YouTube https://youtu.be/EUtOqsSJok8?t=251 || Helping a home service company scale
affiliates. And so, the the million-dollar question is what's in it for them? So, my my proposition would be so there's three ways you can do affiliates, at least, you know, in the world of Alex. So, you have they sell your for you and they they get a commission. That's option one. That's typically my least

[4:38] YouTube https://youtu.be/EUtOqsSJok8?t=271 || Helping a home service company scale
favorite option, but it is an option. Option two is that you give them some morsel of something that you sell that they can sell for 100% markup. They get to keep all the money, but you get the introduction. This is my favorite way of doing it. The third way is that you um allow them to just bundle in your free

[4:56] YouTube https://youtu.be/EUtOqsSJok8?t=289 || Helping a home service company scale
thing with their services. Now, with architecture firms, it's not like they're going to bundle in a railing uh for their service, but just for everybody else, like those are the three things. So it's like they bundle your your basically your lead magnet in for free with their thing they sell. So it makes it enhances the value of their

[5:10] YouTube https://youtu.be/EUtOqsSJok8?t=303 || Helping a home service company scale
revolve package. You give them the thing so they can upsell your lead magnet for an amount of money that they can keep 100% of or they just sell your stuff and they get a kickback. Is there a version for this where they can just upcharge like you can do a small portion of this that they get 100% of 100%? Like I don't think so. Like maybe

[5:29] YouTube https://youtu.be/EUtOqsSJok8?t=322 || Helping a home service company scale
some kind of contractors or architect discount. We wanted them to be stupid to say no. Yeah. Because like the generic like you get 20% kickback is just like everyone does it. Like who here does 20% kickbacks for anybody who refers you business? You can raise your hand. I'm not going to make upset. Okay. And so

[5:48] YouTube https://youtu.be/EUtOqsSJok8?t=341 || Helping a home service company scale
the point is is that and you probably no one here has referred anyone else business. And because no one cares. That's that's kind of the point. And so it has to be an irresistible offer. And so if we give away the lead magnet or something, think about it as like my CAC for a $50,000 customer is the cost of

[6:06] YouTube https://youtu.be/EUtOqsSJok8?t=359 || Helping a home service company scale
the lead magnet. And if I close one out of three introductions, then it's 3x the cost of lead magnet is my cost to acquire a customer, which is usually pretty darn good. So what I outline with James is right here on page 237 is that there's three ways you can integrate your product into their offer. Basically

[6:22] YouTube https://youtu.be/EUtOqsSJok8?t=375 || Helping a home service company scale
getting an affiliate to sell your stuff. And so I order these from easiest to hardest. First, you can give away your lead magnet with every purchase. So, they just give away your stuff for free uh in order to to get to get leads, right? So, they'll sell their product with your lead magnet or they'll just

[6:35] YouTube https://youtu.be/EUtOqsSJok8?t=388 || Helping a home service company scale
give your lead magnet away. But either way, you're not making anything from it. They're just going to give it away. Second is that you can get them to sell your lead magnet separately to their audience, which is my preference, right? You give away something that has hard cost or real cost. Um, and you let them

[6:49] YouTube https://youtu.be/EUtOqsSJok8?t=402 || Helping a home service company scale
sell it for whatever. And then the cost to you is just the cost of delivering the thing, right? And so if I had a marker business, right, I might say, "I will let you sell one of my markers." And let's say my marker cost me 50 cents uh for whatever you want to charge for it. And they're like, "I can sell this

[7:04] YouTube https://youtu.be/EUtOqsSJok8?t=417 || Helping a home service company scale
marker for $5." I be like, "Cool. You sell it for $5, but I now have a contact of somebody who bought these markers." And I might call them up and say, "Hey, you've got blue. Do you want red and do you want green? And do you want black? And all of these are $5." Now, my hard cost is just the 50 cents it cost me to

[7:19] YouTube https://youtu.be/EUtOqsSJok8?t=432 || Helping a home service company scale
deliver the marker. And so the question is, what percentage of customers who buy a blue marker buy the other three? And so if I found out one out of two customers who buy a marker at 50 cents end up buying these, then my cost to acquire customer through affiliates is 50 cents times two. So the cost of

[7:36] YouTube https://youtu.be/EUtOqsSJok8?t=449 || Helping a home service company scale
delivering my lead magnet is the actual cost. And here's the crazy part. If they go make zillions of dollars selling your thing, great. It means that you're going to make even more money upselling your stuff. And so a lot of people get very greedy about what other people are making off of their stuff. Just focus on

[7:53] YouTube https://youtu.be/EUtOqsSJok8?t=466 || Helping a home service company scale
the money you're making, whether the deal makes sense for you. That's one of the pieces of advice that Leila actually taught me. She said, "Never count the other guy's money." Um, and it's a really good piece of advice and I will pass it on to you. But it sounds like an irresistible offer to the architecture

[8:05] YouTube https://youtu.be/EUtOqsSJok8?t=478 || Helping a home service company scale
firm because they're like, "We can just sell this and keep 100%." You're like, "Yep, just make the introduction and I'll deliver that." And then when you talk to the customer, you're like, "Yeah, I'll deliver that. Here's one rail, but you need 10 more." And then you make the sale. Does that make sense?

[8:18] YouTube https://youtu.be/EUtOqsSJok8?t=491 || Helping a home service company scale
I'm not entirely sure. Like people would order the entire project. Okay. So it's not like you can just like I can't just ship you a sample and be like hey look here's a Yeah. Then you're going to have to do the commission based structure which is not my favorite but um that's probably the way you're going to have to do it.

[8:32] YouTube https://youtu.be/EUtOqsSJok8?t=505 || Helping a home service company scale
So either you can do the discount. I mean I would say guys I have 20% that I can play with here. So you can take all 20 and give them no discount. You can take a 10% discount and then they get you get 10% kickback. Like this is what I got. I'll make it work whatever way you want but this is my bare bottom

[8:47] YouTube https://youtu.be/EUtOqsSJok8?t=520 || Helping a home service company scale
price. Okay. And I think that's what like that's the outbound strategy. So, should I then in turn raise prices for direct to consumer? Yeah, I love that. Okay. Thank you. Yeah. Love that for you. The reason I like that second offer because I think it's very compelling. Now, obviously the third way you can do

[9:05] YouTube https://youtu.be/EUtOqsSJok8?t=538 || Helping a home service company scale
it is just get them to sell your offer and then have some sort of kickback. Obviously, many companies do this. It has to be very compelling because almost every business I know is like, "Yeah, I give 20% at least in services. Every business I know gives 20% uh you know kickbacks for anybody who refers

[9:20] YouTube https://youtu.be/EUtOqsSJok8?t=553 || Helping a home service company scale
business their way. It's like yeah but no one does anything with that. And so it has to be enough that would really change someone's behavior. And so think about it like this is that the offer has to be good enough that it changes what they do with their business. If it doesn't change what they do, the offer

[9:33] YouTube https://youtu.be/EUtOqsSJok8?t=566 || Helping a home service company scale
wasn't compelling enough or you made it too hard. Right? So it's either make the thing better or make it easier for them. So,


VIDEO
TITLE: The first product you must sell in a new business…
URL: https://youtu.be/EZLQzR-_83A
PRIMARY_TOPIC: scaling
TOPICS: scaling, offers, pricing, upsell

[0:00] YouTube https://youtu.be/EZLQzR-_83A?t=0 || The first product you must sell in a new business…
in this video i'm going to talk to you about one of the questions that i get most frequently and that i one of the problems that i have to solve again most commonly in some of the companies that we take on in our portfolio one of the goals of any business is to maximize the amount of revenue per customer you generate right and a lot of

[0:16] YouTube https://youtu.be/EZLQzR-_83A?t=9 || The first product you must sell in a new business…
times you want to have what's what's called like an accommodating buying curve and so what that basically means is at every rug right if someone is wealthier you want them to buy more and spend more money with you and if someone has less money you want them to still buy from you but potentially buy for

[0:32] YouTube https://youtu.be/EZLQzR-_83A?t=25 || The first product you must sell in a new business…
less right and so this gives way to a lot of these crazy product and service listings where people have you know 100 different services and products that they offer because they want to have the ability to serve everyone at the maximum degree the thing is is that most times that will create so much operational

[0:52] YouTube https://youtu.be/EZLQzR-_83A?t=45 || The first product you must sell in a new business…
complexity and create so many little appendages right little sticky things that are stuck onto the side and bolted on and globbed and duct taped onto a business that it becomes incredibly distracting for all of the employees because they're thinking about all these different things and here's a funny one

[1:08] YouTube https://youtu.be/EZLQzR-_83A?t=61 || The first product you must sell in a new business…
is that most times if your employees don't understand all the different types of things you sell and the price points you sell them at your customers for sure don't one of the things that we will do when we're looking at a company is we will simplify the product offering and instead try and reach the maximum buying

[1:25] YouTube https://youtu.be/EZLQzR-_83A?t=78 || The first product you must sell in a new business…
threshold per prospect by changing the payment terms now in a perfect world if everyone had absolute information and everyone was unbelievably well trained and you had great infrastructure and all that stuff then yes the more products and services you offer in theory you would make more money but we don't live in that

[1:44] YouTube https://youtu.be/EZLQzR-_83A?t=97 || The first product you must sell in a new business…
theoretical world most of the time and most small business owners are not that good at operating right it's the number one issue they have they're super disorganized they feel like they're spinning their reels all day their team completely has no idea what which way they're going they change things all the

[1:57] YouTube https://youtu.be/EZLQzR-_83A?t=110 || The first product you must sell in a new business…
time etc and so in an effort to combat that we have used this process over and over again and it has worked very well so it is as follows we sell two things and i've done this in virtually every business that i've ever owned we sell two things two products or two services and this is once we're going from one to ten million

[2:16] YouTube https://youtu.be/EZLQzR-_83A?t=129 || The first product you must sell in a new business…
all right zero to one million you sell one product and one service one avatar all right that's it one channel one product one avatar that's it right but once you're going from one to you know one to three ish million and you're trying to go to ten you introduce the second product line and so here's how this works if you have

[2:34] YouTube https://youtu.be/EZLQzR-_83A?t=147 || The first product you must sell in a new business…
two things that you sell you'll have a front-end thing and you'll have a back-end thing we can still have a massive accommodation in the buying curve based on the payment terms that we introduce so for example people will look at their monthly expense more than the total contract value that's a huge money hack i'm giving you

[2:56] YouTube https://youtu.be/EZLQzR-_83A?t=169 || The first product you must sell in a new business…
right now this is a wealth hack this is something that will build make you a fortune in your life if you can properly understand this people do not look at the length or the total contract they're signing they will only pay attention to what is it going to cost me every month because no one is good with their money

[3:13] YouTube https://youtu.be/EZLQzR-_83A?t=186 || The first product you must sell in a new business…
all right so they only look at the cash flow expense month over month over month and they just think can i make it happen yes cool i'll sign they don't think about the total contract value for you as a business owner the contract value matters almost more than anything so i'll give you a quick hack on this total

[3:28] YouTube https://youtu.be/EZLQzR-_83A?t=201 || The first product you must sell in a new business…
side note tangent for you life hack pro tip if you want to extend the contract value that you have i have a saying which is the bigger the head the longer the tail all right and so what that means is the more you can get someone to pay up front and relative to the upfront cost of signing up or what they paid

[3:45] YouTube https://youtu.be/EZLQzR-_83A?t=218 || The first product you must sell in a new business…
down the lower their contractual recurring payment is the stickier it will be so i'll give you an example if i had someone sign up for 99 a month for whatever it doesn't matter that price point might be medium sticky depending on the value that i have now imagine i had someone pay five thousand dollars down and ninety nine dollars a

[4:04] YouTube https://youtu.be/EZLQzR-_83A?t=237 || The first product you must sell in a new business…
month after that how much more sticky would it be significantly more sticky now the beauty is if you have one of these up front tight payments you can also use that to liquidate your ad cost cover your commissions for the salesperson cover the upfront fulfillment in onboarding which is going to cost more for a new customer than an

[4:20] YouTube https://youtu.be/EZLQzR-_83A?t=253 || The first product you must sell in a new business…
existing customer and so you can build all that in if you know that the thing that you are selling has very high gross margins then you can still have a lower cost as long as you know that the person is going to stay for a long time and so based on how you structure the pricing you can actually get some you can use

[4:35] YouTube https://youtu.be/EZLQzR-_83A?t=268 || The first product you must sell in a new business…
the pricing to actually get people to stick longer pro tip complete that is it moving back to the original thing that i was talking about in one of our portfolio companies we actually had this as a really in-depth discussion that we had to make a decision about all right and so they had a different you know

[4:48] YouTube https://youtu.be/EZLQzR-_83A?t=281 || The first product you must sell in a new business…
mentor person whatever advice uh who told them that they should have three products and they should have a you know low a medium and a high product and then based on you know what the salesman thought the salesman would sell them the low medium or high in my experience it is not that effective and that is because the salesperson

[5:05] YouTube https://youtu.be/EZLQzR-_83A?t=298 || The first product you must sell in a new business…
can't decide which of these things they are trying to sell most of the time and so what we have found is more effective is you give the salesperson the one dream to sell this thing is going to solve this person's problem and we make it the most valuable thing that we're trying to sell because at the end of the day you do

[5:21] YouTube https://youtu.be/EZLQzR-_83A?t=314 || The first product you must sell in a new business…
want to solve the the customer's problem right we do want to actually make sure that we're providing value rather than having a diet a medium and a grate right simply having one thing that solves all the problems and then based on the the customer's budget we can decrease how they pay all right so hear me out

[5:39] YouTube https://youtu.be/EZLQzR-_83A?t=332 || The first product you must sell in a new business…
so let's say that uh we want to do a uh this is a six month implementation of whatever kind of solution you sell if you have a six month duration you can have the person a pay the entire thing up front so that would be for somebody who has the highest budget version two would be a split pay version three might be three

[5:57] YouTube https://youtu.be/EZLQzR-_83A?t=350 || The first product you must sell in a new business…
payments right with at twenty percent higher and then finally you might have a have a have a you know a six pay or whatever over that period of time so one two three six now here's the cool thing the more payment options you provide the higher your conversions are that's proven all right so the more options you

[6:15] YouTube https://youtu.be/EZLQzR-_83A?t=368 || The first product you must sell in a new business…
give someone to pay the more people will buy period now you might not make more cash flow because if you give your sales guy more options then they might use though they'll end up defaulting to the lower ones right but if you have one thing to sell then they only have one thing to convince the person of because a

[6:32] YouTube https://youtu.be/EZLQzR-_83A?t=385 || The first product you must sell in a new business…
confused mind doesn't buy if you have too many options the salesman won't know what to sell and the prospect won't know what to buy and so i prefer when i'm coming into our portfolio company i'm thinking what is this true problem that we are solving with this business for what avatar and we make that the main thing and we

[6:49] YouTube https://youtu.be/EZLQzR-_83A?t=402 || The first product you must sell in a new business…
communicate it clearly in the scripting and the sales person has clarity on what they are selling and they're always solving the same thing and so the question becomes no longer which of these things are you going to buy but once you are buying how would you like to pay and so then the discussion is

[7:06] YouTube https://youtu.be/EZLQzR-_83A?t=419 || The first product you must sell in a new business…
around what payment plan is best for them rather than what product is best for them and so by doing that you can get people to go between different payment terms that is not going to change whether they're going to buy but if they're unsure about which product is going to best suit their needs and the

[7:20] YouTube https://youtu.be/EZLQzR-_83A?t=433 || The first product you must sell in a new business…
salesman doesn't know because at the end of the day he's just trying to sell the most expensive thing then you'll have way more confused people who leave on soul so this is a single tactic that you can use to execute within your business which is why i'm a big fan of making offers people cannot say no to is that

[7:33] YouTube https://youtu.be/EZLQzR-_83A?t=446 || The first product you must sell in a new business…
you can focus all of your sales and all of your persuasion attempts on selling the one thing which is getting them to say yes once they say yes we can we can reach the we can accommodate their wealth and their budget based on the payment terms that we provide and if we have done or we've structured our offer

[7:48] YouTube https://youtu.be/EZLQzR-_83A?t=461 || The first product you must sell in a new business…
properly the offer in and of itself should already be very high gross margins which means whether or not the person pays a thousand dollars a month or a hundred dollars a month it's still almost all margin for us because of how we structure the thing that we are selling and so we are able to capture higher

[8:03] YouTube https://youtu.be/EZLQzR-_83A?t=476 || The first product you must sell in a new business…
ltvs by getting the people who have more money to prepay the thing up front that is how we do it and with those people you'll be able to ascend into the second thing faster because they've already prepaid that thing and then you can solve the next natural problem in another sales conversation rather than trying to pick

[8:22] YouTube https://youtu.be/EZLQzR-_83A?t=495 || The first product you must sell in a new business…
all of the things in one conversation which makes it incredibly difficult to do this is just for everyone again a broad brush stroke of statements for most entrepreneurs who are not very good at operating their businesses uh her operations is not their strong suit and are below three million dollars a year

[8:38] YouTube https://youtu.be/EZLQzR-_83A?t=511 || The first product you must sell in a new business…
all right so anyways moseynation there's a lot of people who are broke i don't want to be one of them which is why i make these videos keep being awesome i love you and i'll see you guys next bit bye


VIDEO
TITLE: Your $90 CPA Is Killing You (Here’s How to Fix It)
URL: https://youtu.be/E_33PAl0AHo
PRIMARY_TOPIC: scaling
TOPICS: scaling, ads, upsell, retention-churn, community

[0:00] YouTube https://youtu.be/E_33PAl0AHo?t=0 || Your $90 CPA Is Killing You (Here’s How to Fix It)
I'm currently getting $90 CPA for a 22 per month membership from ads. 52 purchases so far. That's about a 0.25 rorowass. What would you share on how to make the ads more profitable to get at least a 1.0 rorowass? I've tried a lot of new ad angles, but about the same. Well, the way that I would probably do it, so

[0:29] YouTube https://youtu.be/E_33PAl0AHo?t=22 || Your $90 CPA Is Killing You (Here’s How to Fix It)
this isn't just me me explaining what I would do is I would I would ascend them. So you don't have time because I don't even know what your churn is. Let's assume that you have 20% churn and LTV is 22 time 5, right? So that would be 110. So 110 bucks, if you spend 90, make 110, that's a bad business. You don't

[0:45] YouTube https://youtu.be/E_33PAl0AHo?t=38 || Your $90 CPA Is Killing You (Here’s How to Fix It)
want that, right? Um, and so we have to find a way to ascend a certain percentage of them to something more expensive. And so basically your option would be you have to increase conversion 4x to break even. Really realistically you'd want to increase conversion like two and a halfx just so you could be 50% because

[1:03] YouTube https://youtu.be/E_33PAl0AHo?t=56 || Your $90 CPA Is Killing You (Here’s How to Fix It)
then in 30 days you get the second transaction. That would be enough for me that I'd say okay. I'd still try and improve it but that would be like breathable. Um, but realistically I would want to have the four conversions. So, write these down if you don't know what these are for communities. So, conversion point number one is that you

[1:21] YouTube https://youtu.be/E_33PAl0AHo?t=74 || Your $90 CPA Is Killing You (Here’s How to Fix It)
include a call for onboarding for every person who signs up. Number two is that you DM everybody in the group and you ask them if they have any questions and you can set them via DM to buy something else. By the way, this is where you have a second community that's more expensive if you want to. This this is, by the

[1:35] YouTube https://youtu.be/E_33PAl0AHo?t=88 || Your $90 CPA Is Killing You (Here’s How to Fix It)
way, the guys who are doing the best. And so, as I'm saying this to you, if you have a $90 CPA, I would bet you would be able to get group ads for somewhere in the neighborhood of like5 to$10. And if you ascend 10% of those people, your CPA will cut in half and you'll uh probably will get a higher LTV. So, conversion point number one,

[1:56] YouTube https://youtu.be/E_33PAl0AHo?t=109 || Your $90 CPA Is Killing You (Here’s How to Fix It)
onboarding call, conversion point number two, DMs. Conversion point number three is that you have a weekly Q&A call, which you do as uh kind of like a webinar, but you I mean, you don't have to think of this. Don't think about slides. Just think like provide a lot of value. Make a soft tuss CTA about your

[2:10] YouTube https://youtu.be/E_33PAl0AHo?t=123 || Your $90 CPA Is Killing You (Here’s How to Fix It)
your main thing where you help them personalize this. And then number four is that you have the VSSL or webinar that does have slides. So this is one that you would want to script uh in the modules in order as the first thing that they consume. And so the five modules will be your introduction meaning your

[2:27] YouTube https://youtu.be/E_33PAl0AHo?t=140 || Your $90 CPA Is Killing You (Here’s How to Fix It)
origin story and the opportunity at large. Big concern number one about the universe or circumstances or conditions. Big concern number two about other people who are going to get in their way. Big concern number three about why they're not good enough, about why they specifically can't be successful. And

[2:42] YouTube https://youtu.be/E_33PAl0AHo?t=155 || Your $90 CPA Is Killing You (Here’s How to Fix It)
then finally, the CTA that for them to buy more from you. Okay, so those are the four conversion points. So if I'm you, I would probably run it to a free group. Run those four conversion points to get into my paid group. Done. That's what I do. Aaron Brewer, I'm Facebook a little more expensive. You can make the pay group

[3:02] YouTube https://youtu.be/E_33PAl0AHo?t=175 || Your $90 CPA Is Killing You (Here’s How to Fix It)
more expensive too if you do that. If you run it that way, you can make the pay group probably like like 99. Make sense?


VIDEO
TITLE: Helping a $50M Trucking Company Double Revenue
URL: https://youtu.be/ElFaBWRlquc
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/ElFaBWRlquc?t=0 || Helping a $50M Trucking Company Double Revenue
I have an interotal trucking company. Doesn't really sell X to Y. Interotal trucking company, 18 locations around the country. Uh we do bad year 36, good year 50 million in revenue. We'd like to double that. Be it uh that's 70 to to 100\. Um what's stopping me is our inability to get leads for new independent

[0:18] YouTube https://youtu.be/ElFaBWRlquc?t=11 || Helping a $50M Trucking Company Double Revenue
contractors. We have a owner operator based model. We don't own anything. Okay. Um we seem to be trading freight. So when we get instead of being able to take more business, we just uh because we don't have the capacity to do it with our owner with because we can't get new owner operators, more owner operators.

[0:38] YouTube https://youtu.be/ElFaBWRlquc?t=31 || Helping a $50M Trucking Company Double Revenue
Drivers, right? Trucks. Drivers with trucks. Yeah. Independent contractors. Okay. They they lease exclusively to us. We take care of their insurance. They can't use our truck for anything. And then you sell their their their loads. Yeah. Basically. And we just fill their lanes, right? Yeah. um just can't seem

[0:52] YouTube https://youtu.be/ElFaBWRlquc?t=45 || Helping a $50M Trucking Company Double Revenue
to our pipeline of candidates replace our turnover and not much more. Got it. So there's plenty of business out there. We don't have a problem with that. Um our customers don't leave. We could either take more from them or take less. Supply constraint, not demand constraint. Yes. Exactly. Um and we just can't seem

[1:10] YouTube https://youtu.be/ElFaBWRlquc?t=63 || Helping a $50M Trucking Company Double Revenue
to although we do no marketing whatsoever. Yeah. Um and that's learned a lot in these round in the in the round tables. Um that's what's stopping us. Cool. So this is a really cool one. Um we were talking yesterday, right? So uh there are some businesses that are demand constrained. Other businesses are

[1:28] YouTube https://youtu.be/ElFaBWRlquc?t=81 || Helping a $50M Trucking Company Double Revenue
supply constrainted. And so trying to sell marketing services to a supply constrained business, they're like, I don't have an issue getting customers. So it's like if if I go to you and say, "Hey man, I can get you people who want to who want to move stuff." You're like, "I I'm good. I'm I'm fine. That's not my

[1:42] YouTube https://youtu.be/ElFaBWRlquc?t=95 || Helping a $50M Trucking Company Double Revenue
problem." Plenty of freight. We say we say no more than we say yes. Right. That's what she said. Anyways, so uh so uh uh so on on the supply side, right? So I would think about is like uh I made a podcast or something a while ago about like what business are you really in, right? And so like a good a

[1:59] YouTube https://youtu.be/ElFaBWRlquc?t=112 || Helping a $50M Trucking Company Double Revenue
friend of mine had a cleaning business uh like Molly made style business and he came from the fitness world and so he was like dude it's so easy to get customers like getting people to just uh you know clean you know people who want other people to clean their houses is like yeah I can believe that it's not

[2:13] YouTube https://youtu.be/ElFaBWRlquc?t=126 || Helping a $50M Trucking Company Double Revenue
hard to sell. The problem is getting people to show up on time, who speak English, were willing to work really hard and like come like all of that, right? And so what we basically shifted uh with him was you're actually not in the cleaning business, you're in the recruiting cleaners business. And so I

[2:30] YouTube https://youtu.be/ElFaBWRlquc?t=143 || Helping a $50M Trucking Company Double Revenue
think it's the same thing with you that you're you're and you probably to some degree already know that, right? Like you're in the recruiting independent contractors business. And so the current way that you're attracting independent contractors that is your pipeline that you were referenced is via what

[2:44] YouTube https://youtu.be/ElFaBWRlquc?t=157 || Helping a $50M Trucking Company Double Revenue
uh amazingly enough most independent contractors are still using Craigslist. Okay. Um that's the number one area indeed they have post on and that's in in referrals. Referrals are probably our second highest uh application rate. What do you make on what do you make on a um on a truck perom in terms of gross

[3:04] YouTube https://youtu.be/ElFaBWRlquc?t=177 || Helping a $50M Trucking Company Double Revenue
profit? It's 100. It It's about 185 about 185,000 gross gross revenue. Okay. We make We make about gross We make 70,000. Okay. So, you make 70,000 for a driver, right? So, what are you willing to pay to get a driver? I mean, that's something we haven't really even looked at. You know, I I would pay up as as much as I had to pay

[3:27] YouTube https://youtu.be/ElFaBWRlquc?t=200 || Helping a $50M Trucking Company Double Revenue
obviously under that number. I mean, yeah. This is Yeah. And this is why this is why I go there. So, uh then you get into payback period. So there's cost to acquire customers, CAC. There's also cost to acquire talent, just CA like that. Uh and so the idea is uh there was a friend of mine who had an insurance company who was probably

[3:47] YouTube https://youtu.be/ElFaBWRlquc?t=220 || Helping a $50M Trucking Company Double Revenue
actually about the same size as you right now. And he was stuck there for a while and he was like, I just I need more brokers. I need guy more agents, right, who are going to come in and sell insurance. And so what he realized after a few years of kind of like slowish growth is that every agent that was

[4:01] YouTube https://youtu.be/ElFaBWRlquc?t=234 || Helping a $50M Trucking Company Double Revenue
productive made him 250,000 a year in gross profit. And so he was giving referral bonuses to his agents for $2,000 to get people to to come. And sometimes they'd refer people, whatever. But when he realized that he was making $250,000, he started paying $25,000 checks to the agents for bringing someone on and getting them productive

[4:20] YouTube https://youtu.be/ElFaBWRlquc?t=253 || Helping a $50M Trucking Company Double Revenue
within 90 days. And so that was the thing that completely changed his business. And so if you make $70,000 a year on a trucker, I would wonder if you could give a referral bonus that's like a $35,000 referral bonus and then you can pay it back. Yeah. We do five. We've we've never um that's obviously that 35 numbers and it

[4:38] YouTube https://youtu.be/ElFaBWRlquc?t=271 || Helping a $50M Trucking Company Double Revenue
it makes sense, but but you do it after they after they're productive. Yeah. Yeah. So it's like I'll give you 35. You can give five today, 30 when they're productive and just give the the the back the back half on on the six month, which then gives you an internal champion for them because they're going to want to make

[4:52] YouTube https://youtu.be/ElFaBWRlquc?t=285 || Helping a $50M Trucking Company Double Revenue
sure that they they stick six months because they're going to get their spiff 100%. We get the kickback of uh well, if they're on here, then the freight we're not going to have as much freight, you know, by we explain we had we just have to educate them that yeah, that's not a problem. Yeah, that's I mean you could also just say and if

[5:08] YouTube https://youtu.be/ElFaBWRlquc?t=301 || Helping a $50M Trucking Company Double Revenue
you refer you get first dibs, you know, it's not an issue, but in terms of like quelling the the concern, right? Just say like so anybody who refers gets cash and you get best best routes or best you know the the language better than me. Yeah. Yeah. Yeah. So that would probably my like that would be like my first thing that I

[5:22] YouTube https://youtu.be/ElFaBWRlquc?t=315 || Helping a $50M Trucking Company Double Revenue
could do shooting from the hip with like no more context. Um but from an acquisition channel perspective um I do think this is something that paid ads would work for. Uh and basically building a funnel for this. So we had a different business in the portfolio um that we exited. Um but we basically had

[5:39] YouTube https://youtu.be/ElFaBWRlquc?t=332 || Helping a $50M Trucking Company Double Revenue
to attract independent contractor. Same thing kind of like semi-operator models but it's for brick-andmortar and uh the big constraint of the business was that we like like we had all the cash, we had all the demand, we just needed people to actually do the thing, right? And so we uh we basically built a cold cold

[5:57] YouTube https://youtu.be/ElFaBWRlquc?t=350 || Helping a $50M Trucking Company Double Revenue
traffic funnel to attract operators and it worked famously. And so we just had them jump through a bunch of hoops and we just had to figure out how much friction to put in there and then we were able to b basically on demand be like okay well we want to open up x locations and then we just fill it up

[6:11] YouTube https://youtu.be/ElFaBWRlquc?t=364 || Helping a $50M Trucking Company Double Revenue
and we just knew how we'd get 10% of them to to stick and we talked about that in the uh in the round table because because we're doing nothing. Yeah. Um so something's going to help right being being able to do Facebook with a targeted because the the luxury that we have is that they're either going to a

[6:25] YouTube https://youtu.be/ElFaBWRlquc?t=378 || Helping a $50M Trucking Company Double Revenue
port or up to a rail so we know where they are every day at some point. Yeah. So being able to do that. So we're going to start that immediately when we Yeah. I would just spiff up the hell out of the referral thing as like that. You could do that tomorrow. And then the uh and the priority plus the referral. So be prepared to to quell

[6:40] YouTube https://youtu.be/ElFaBWRlquc?t=393 || Helping a $50M Trucking Company Double Revenue
their concern. And then yeah, I would just I would start running ads to this. Very simple application funnel with a like a mini VSSL like three to five minute of like, hey, here's the opportunity. This is what we do. This is what other people can't help you with. This is what we can we'll cover your

[6:49] YouTube https://youtu.be/ElFaBWRlquc?t=402 || Helping a $50M Trucking Company Double Revenue
insurance. Blah blah blah. We have more demand than we can handle. Got it. Thanks. No, you bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the

[7:05] YouTube https://youtu.be/ElFaBWRlquc?t=418 || Helping a $50M Trucking Company Double Revenue
portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[7:20] YouTube https://youtu.be/ElFaBWRlquc?t=433 || Helping a $50M Trucking Company Double Revenue
what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You

[7:34] YouTube https://youtu.be/ElFaBWRlquc?t=447 || Helping a $50M Trucking Company Double Revenue
can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if

[7:49] YouTube https://youtu.be/ElFaBWRlquc?t=462 || Helping a $50M Trucking Company Double Revenue
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Keep A-Players Without Just Paying More
URL: https://youtu.be/FTfFUE2PHX0
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/FTfFUE2PHX0?t=0 || How to Keep A-Players Without Just Paying More
Money attracts talent. Culture keeps talent. And so, hear me out. You need to be able to pay enough that a players will will ride the ride, right? You must be this tall to ride this ride. But whether they'll want to keep riding the ride will depend on how good the ride is, right? And so, financial incentives

[0:16] YouTube https://youtu.be/FTfFUE2PHX0?t=9 || How to Keep A-Players Without Just Paying More
are absolutely important for attracting them, but in my opinion, not very important at all for getting the most out of them. the non-financial incentives will become significantly stronger than the financial ones because the financial ones are too infrequent. So if we think about how behavior works,

[0:33] YouTube https://youtu.be/FTfFUE2PHX0?t=26 || How to Keep A-Players Without Just Paying More
behavior is reinforced in the moment. Latency beats intensity every day and twice on Sunday. The reason that that one drug is more addictive than another is purely based on how quickly you feel good after you take it. That is how addiction works. Why are inhalants so addictive? Because you it's immediately

[0:50] YouTube https://youtu.be/FTfFUE2PHX0?t=43 || How to Keep A-Players Without Just Paying More
in your bloodstream. Why is Facebook or these social media things so addictive? Because the red light happens immediately. It's not because a red light is inherently this crazy thing. And to the same degree, nicotine is not a super strong drug, but it's immediate. That's why it's so addictive. And so if

[1:06] YouTube https://youtu.be/FTfFUE2PHX0?t=59 || How to Keep A-Players Without Just Paying More
we think about addiction as a way of changing behavior, then we think, how can I get someone addicted to the right behaviors in my business? And the way that that addiction would happen is you have to have reinforcers within the way the business works that happen in real time. And are any of those financial?

[1:22] YouTube https://youtu.be/FTfFUE2PHX0?t=75 || How to Keep A-Players Without Just Paying More
No. And so we have to be this high to ride this ride. You have to have you have to pay well enough that A-level people are there, but you still might not get true A-level performance unless you have an A culture. And so when you have a team of A's, they will self-manage and they will continue to reinforce each other for being A's. And

[1:39] YouTube https://youtu.be/FTfFUE2PHX0?t=92 || How to Keep A-Players Without Just Paying More
if you've ever been on a winning team, it's more fun than being paid well. and on a losing team. If you have to ask somebody when they're in the Super Bowl, how much do you have to pay to try hard to win this game, no one, they would do it for free because winners want to win more than they want to make money and

[1:57] YouTube https://youtu.be/FTfFUE2PHX0?t=110 || How to Keep A-Players Without Just Paying More
that's what makes them winners. Money is what will get them in the door, but winning is what keeps them there. Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is

[2:11] YouTube https://youtu.be/FTfFUE2PHX0?t=124 || How to Keep A-Players Without Just Paying More
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[2:24] YouTube https://youtu.be/FTfFUE2PHX0?t=137 || How to Keep A-Players Without Just Paying More
information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[2:38] YouTube https://youtu.be/FTfFUE2PHX0?t=151 || How to Keep A-Players Without Just Paying More
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a

[2:51] YouTube https://youtu.be/FTfFUE2PHX0?t=164 || How to Keep A-Players Without Just Paying More
call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to build a brand in E-Com
URL: https://youtu.be/GW-r71Xz3js
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/GW-r71Xz3js?t=0 || How to build a brand in E-Com
DTC fashion brand commerce Indonesia from Indonesia doing $10 million a year a bit $3 million been doing this nine years a thanks for making it out thank you how do I know when to expand new product line what are you selling now what do you sell now t-shirt shirt pants jeans jacket but mostly men's wear

[0:24] YouTube https://youtu.be/GW-r71Xz3js?t=17 || How to build a brand in E-Com
is it what is it white label or a brand say it again is it your brand or is my brand. Your brand manufactured. I I'm not manufacturer. I suck con to the other factory in Indonesia and then I only own the office and the warehouse. Is it custom? Do you design it or you just slap your label? You design it.

[0:43] YouTube https://youtu.be/GW-r71Xz3js?t=36 || How to build a brand in E-Com
Knock off of Zara in the kitchen. No, that's fine. I mean, like, hey, I'm I'm I'm not I don't competition's competition. Um, as long as you're not hacking their databases or anything like that's I mean, that's the nature of the retail business. I understand it. Um, okay. So the question that you have is how do how

[1:02] YouTube https://youtu.be/GW-r71Xz3js?t=55 || How to build a brand in E-Com
do you scale it or basically how do you add more I want to expand new product line let's say woman's let's say sports wear because I'm doing casual only let's say formal um I don't think at 10 million you need to like like you could do so much more even within that within that that demographic like if you're just mostly

[1:22] YouTube https://youtu.be/GW-r71Xz3js?t=75 || How to build a brand in E-Com
men's wear like there's tons of massive men's wear companies. Can I add to that? Yeah. Add. Yeah, I'm thinking about that also because I haven't achieved 200 or $300 million yet. But isn't it isn't it will make my brand to men's letter in life. So I'm not building enough foundation to capture the woman's letter

[1:44] YouTube https://youtu.be/GW-r71Xz3js?t=97 || How to build a brand in E-Com
in 300 500 million mark. 500 million a month that would be a lot. Um, it's a tough call, man. I'll be honest with you, because like on one level, I mean, if you're like, I want to build the next Nike, then yeah, you're going to have to sell to everybody, but even Nike doesn't sell suits, right? Just like like there's so like

[2:09] YouTube https://youtu.be/GW-r71Xz3js?t=122 || How to build a brand in E-Com
there's so many people who buy so much clothing. Um, and I mean I think so right now I think you're a little bit of of like a brand identity spot. Like you obviously know how to convert I'm guessing. Are you running ads? Yeah. Right. So you know like you know you know that game and you run really good margins I'm sure on the on the

[2:27] YouTube https://youtu.be/GW-r71Xz3js?t=140 || How to build a brand in E-Com
products based on and and you can you know how to run run ads at scale. And so what I think right now is you have to figure out who who you want to become as a brand. So, if you like men's wear, then like you can be I think you can build a massive men'sswware company. Just being real I mean just being really

[2:44] YouTube https://youtu.be/GW-r71Xz3js?t=157 || How to build a brand in E-Com
transparent with you like you can u build a massive men'sswear company. Also like Lululemon doesn't do I guess they have like pants that are nice but like they're all sportsware. So, like I mean Lululemon's a terrible example now cuz they've just gone to crap, but like um like if you look at these I like like

[3:00] YouTube https://youtu.be/GW-r71Xz3js?t=173 || How to build a brand in E-Com
I just as a framework for everybody like I look at what's the biggest version of the business that's currently here. Like what did they do to get there? What is their business model look like? And then how many steps between where I'm at and where they are do I need to take? And like what lessons or what what skills am

[3:15] YouTube https://youtu.be/GW-r71Xz3js?t=188 || How to build a brand in E-Com
I deficient in? And then it's like okay well then those skill deficiencies become the opportunity like fundamentally that's it. and what their brand looks like and how they monetize like are they vertically integrated or like if I was getting into into the energy drink business I'd be like okay well Red Bull

[3:30] YouTube https://youtu.be/GW-r71Xz3js?t=203 || How to build a brand in E-Com
has outsourced literally everything besides marketing so I guess that might be the most important thing for a consumer package good that's you know RTD so ready to drink and distribution so it's like they have massive brand plays massive distribution you know they have their recipe under lock and key and

[3:46] YouTube https://youtu.be/GW-r71Xz3js?t=219 || How to build a brand in E-Com
everything else is is so like basically I would look at the brand like is there a brand that you want to emulate uh basically And um what problem are we uh am I solving is just a billion dollar exit building consulting firm and then that is a lead magnet to PE build media and then home control to Indonesia.

[4:04] YouTube https://youtu.be/GW-r71Xz3js?t=237 || How to build a brand in E-Com
Okay. So my goal is just I'll get a billion liquid cast. Okay. Well let's take So right now we sell clothes so let's a couple I get it. I appreciate that. So I want to I want to increase the likely to get there. So, I think like you can make this thing very valuable without doing all of the other stuff that you were talking about.

[4:24] YouTube https://youtu.be/GW-r71Xz3js?t=257 || How to build a brand in E-Com
So, I think like you absolutely can do this and then think, okay, why can't I get this to $100 million a year selling men's wear? Like, why can't I? And I think that way then it's like, okay, is there a is there a brand person who can endorse this? Like, if you look at the biggest retail brands, they have big

[4:40] YouTube https://youtu.be/GW-r71Xz3js?t=273 || How to build a brand in E-Com
endorsers who stand next to the product that increases conversion, increases the premium you can charge. And so instead of knocking off Zara, you just become a brand. And I think honestly I think that's the gap for you. Like you're obviously very good at the arbitrage of media to to clicks and whatnot. But like

[4:56] YouTube https://youtu.be/GW-r71Xz3js?t=289 || How to build a brand in E-Com
I think you need to go from that to building a brand. And then that's what will make it sellable. So this is what I like that's the TLDDR of our conversation is that's what makes your thing valuable is you need to build a brand. So if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite

[5:11] YouTube https://youtu.be/GW-r71Xz3js?t=304 || How to build a brand in E-Com
you out to our headquarters here in Vegas to learn how we scale. And so my team spends two days with you to identify the thing that's holding your business back. And so if that sounds interesting, click book a call.


VIDEO
TITLE: Helping an Agency Owner Stuck at $90K Scale to $900K
URL: https://youtu.be/I3gI4nSeG7k
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/I3gI4nSeG7k?t=0 || Helping an Agency Owner Stuck at $90K Scale to $900K
I don't even know where to start. It's We'll just ask one question. I'll try and answer that one. When you were in the process of pivoting with the model for gym launch and you were trying to just like get money together to even make it to the next thing, that's exactly where I'm at. Sweet. Fun. like I have reread and

[0:25] YouTube https://youtu.be/I3gI4nSeG7k?t=18 || Helping an Agency Owner Stuck at $90K Scale to $900K
watched and researched like everything you've ever done regarding that cuz it's just I I feel it apped because I mean what do you need to do right now? I need to have people so that it is not solely me. What is our by the way? What do you sell? Uh it's a paid advertising agency for cannabis. For cannabis?

[0:50] YouTube https://youtu.be/I3gI4nSeG7k?t=43 || Helping an Agency Owner Stuck at $90K Scale to $900K
Yes. Okay. Got it. Okay. Tough. Yeah. But that on the flip side of it being tough, that's why there's there's so much leverage with that. Uh there's a ton. So what's the issue? What's the problem? Uh me. Well, yeah, sure. It's always you, but like what's the what's the business problem? Like is it not make because

[1:12] YouTube https://youtu.be/I3gI4nSeG7k?t=65 || Helping an Agency Owner Stuck at $90K Scale to $900K
you're like I need to make all this money, but like are you not profitable? Are you like profitable? However, it's just not went on long enough for the profit to just exist in a lump sum enough to be able to like pay for people cuz I've been I actually don't know what that means. Well, I've been actively doing this for

[1:28] YouTube https://youtu.be/I3gI4nSeG7k?t=81 || Helping an Agency Owner Stuck at $90K Scale to $900K
like 4 months. So, it's like I've brought money in. Okay. But I've never had payroll. I've never done any of that. I've never hired anybody. It's all those soft skills and just having and working through the anxiety of getting through that first hire. What's what's revenue right now? Revenue is 600K.

[1:50] YouTube https://youtu.be/I3gI4nSeG7k?t=103 || Helping an Agency Owner Stuck at $90K Scale to $900K
Okay. Okay. Got it. Um, however, okay, that is the literal metric, but I collect ad spend for them. So, actual profit would be like 90 90 100k a year. Okay. Yeah. So, Okay. So, this will So, you got to sit in this room um and have some different different conversations. I'm going to be super direct with you.

[2:15] YouTube https://youtu.be/I3gI4nSeG7k?t=128 || Helping an Agency Owner Stuck at $90K Scale to $900K
You don't need to worry about anything you just said. Yeah. Like you have 90k a year that you have to work with. You have no room to hire people. You either need to fix your model uh because if I'm guessing you're working all the hours of the day to make the 90K. Yeah. Right. Which means the model's broken.

[2:32] YouTube https://youtu.be/I3gI4nSeG7k?t=145 || Helping an Agency Owner Stuck at $90K Scale to $900K
So you can't hire more people because you basically you the most valuable employee in the business. Like the founder is always going to be the most valuable person in the business especially day one when there's no one else. So you need to get to a point where like you should be able to make way more than what you need so that you

[2:49] YouTube https://youtu.be/I3gI4nSeG7k?t=162 || Helping an Agency Owner Stuck at $90K Scale to $900K
have room to hire other people who can help you. And so right now you don't have a people problem. You have a model problem. Which means the way that you're charging or billing the cannabis people, you're either offering too much for them. Well, it's really you're just like you're offering too much for too little.

[3:02] YouTube https://youtu.be/I3gI4nSeG7k?t=175 || Helping an Agency Owner Stuck at $90K Scale to $900K
Fundamentally that's what it is. Cuz either you need to be working way less to be making the money you are and be like shoot I could take 10 times the customers. I just need more customers. or you should be charging way way more for where you're at and be like, "Okay, well, I'm making 10 times more than I am

[3:17] YouTube https://youtu.be/I3gI4nSeG7k?t=190 || Helping an Agency Owner Stuck at $90K Scale to $900K
right now and now I can go afford people." That's it. So, either you need to do you need to work on how you do delivery to make it 10 times more efficient or make it so that how much you make you make 10 times more per customer for what you're doing. It's by about a factor of 10. Like I think if you came here, you're

[3:36] YouTube https://youtu.be/I3gI4nSeG7k?t=209 || Helping an Agency Owner Stuck at $90K Scale to $900K
like, "We're doing about 900,000 a year and it's just me." I'd be like, "Okay, cool. Let's start hiring some people. That makes sense. Um h I I get it. It just I I I didn't know that the question was Oh, you're fine, dude. No, no, no. I'm No, dude. You're good. You're good. I'm trying to help you where you're at.

[3:53] YouTube https://youtu.be/I3gI4nSeG7k?t=226 || Helping an Agency Owner Stuck at $90K Scale to $900K
You get what I'm saying, though? Forget about that. Do you get what I'm saying? Yes. So, you should either 10x the price that you're charging for what you're currently doing or make how you deliver what you're doing 10 times more efficient. Understood? That's it. Otherwise, the model is not going to work. So, trying to scale what

[4:06] YouTube https://youtu.be/I3gI4nSeG7k?t=239 || Helping an Agency Owner Stuck at $90K Scale to $900K
you're currently doing is a bad idea. You need to fix what you're currently doing. so that you can scale it. Okay, cool. So,


VIDEO
TITLE: Adding More Content Increased His Churn
URL: https://youtu.be/IIaBNkmhuX8
PRIMARY_TOPIC: scaling
TOPICS: scaling, content,retention-churn

[0:00] YouTube https://youtu.be/IIaBNkmhuX8?t=0 || Adding More Content Increased His Churn
Figure out what the inputs are for growing your business. And most of the inputs in this business are going to be related to advertising. Most of them because you have traffic, you have conversion, you have pricing, and you have churn. Those are the levers of this business. And pricing, you pretty much

[0:15] YouTube https://youtu.be/IIaBNkmhuX8?t=8 || Adding More Content Increased His Churn
just pick and that's done. Conversion you fix one time, you do little tweaks, but for the most part, the page remains more or less the same. And so the only inputs in the system are going to be the things you put on the back end inside the community to reduce churn and things on the front end that you do to get more

[0:29] YouTube https://youtu.be/IIaBNkmhuX8?t=22 || Adding More Content Increased His Churn
people in there. And I want to tell you one story and then I will go to the A's and Q's. Very good friend of mine had a very very successful newsletter. Um and I'll say like when I say very very successful I'll give you scales probably 500,000 a month. All right. So print newsletter old school marketer. And I

[0:44] YouTube https://youtu.be/IIaBNkmhuX8?t=37 || Adding More Content Increased His Churn
was talking to him about it and he said I said what was your churn on that? And he was like it was about 15%. And I was like okay that's pretty good for like a a newsletter offer. It was high ticket. It was $200 or $300 a month, I think. Sorry, $300 or $400 a month. So, it was expensive newsletter targeted for

[0:58] YouTube https://youtu.be/IIaBNkmhuX8?t=51 || Adding More Content Increased His Churn
business owners. And I was a reader of the newsletter and I was like, "Why'd you stop this thing? I loved it. It was awesome." And he said, "Oh, I stopped it because, you know, I'm an entrepreneur and it, you know, I got bored with it because it just made money and it was really easy. So, I just decided to start

[1:09] YouTube https://youtu.be/IIaBNkmhuX8?t=62 || Adding More Content Increased His Churn
something really hard and lose all my money." And so, before before So, going back to the churn, I said, "Okay, so you're 15%." He said, "What did you do to reduce churn?" He said, "Well, I can tell you all the things that I did that didn't reduce churn." And I was like, "Well, that works." He said, "Curing

[1:23] YouTube https://youtu.be/IIaBNkmhuX8?t=76 || Adding More Content Increased His Churn
what is that was at its absolute lowest when I only had two things in my deliverable. They had a call once a month, once a month, and they had a newsletter. That was it." He said, "Then I went from once a month to once a week, and then I added two a week. I added Facebook Fridays where I talk about ads, and then I would

[1:41] YouTube https://youtu.be/IIaBNkmhuX8?t=94 || Adding More Content Increased His Churn
do Q&A's on on Mondays, and then I added in two or three other things inside of the community." And and and and and the more things he added, the more churn increased. And so I just think that there's just a huge lesson in clarity and simplicity here in the messaging and also your deliverable is that because you get

[1:57] YouTube https://youtu.be/IIaBNkmhuX8?t=110 || Adding More Content Increased His Churn
bored has nothing to do with your customers getting bored. And a lot of times reduction of churn is about simplicity and making thing and about activation getting someone to consume it rather than having more things for them to consume. I would rather increase the likelihood that they consume 100% of my

[2:12] YouTube https://youtu.be/IIaBNkmhuX8?t=125 || Adding More Content Increased His Churn
stuff than try and give them more things to consume. And so that was my my little lesson, my little takeaway that I'll share with you guys. He had two things and he was charging $400 a month. And so some of you guys are mispriced for sure, but you just want to make sure that the thing that you actually give

[2:32] YouTube https://youtu.be/IIaBNkmhuX8?t=145 || Adding More Content Increased His Churn
that they actually consume is really good. I'd rather you just spend one whole month making one really valuable thing that they're like, "This is worth $2,000." And then they stay. So that is my TLDDR uh for this. But the inputs that you have will be what do I make that's exceptional on the back end and

[2:49] YouTube https://youtu.be/IIaBNkmhuX8?t=162 || Adding More Content Increased His Churn
try and put all my effort in getting to consume it and then everything else of my time goes towards advertising. And so if you look at your day and you did not let more people know about your stuff, you will stop making money. And that is what many of the people who win the games do because they're committed to

[3:03] YouTube https://youtu.be/IIaBNkmhuX8?t=176 || Adding More Content Increased His Churn
the outcome, not the inputs. All right.


VIDEO
TITLE: Helping an Entrepreneur With Three Businesses Pick the One
URL: https://youtu.be/IOhDCr0x14Y
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/IOhDCr0x14Y?t=0 || Helping an Entrepreneur With Three Businesses Pick the One
I made some mistakes before I started following your content and like an idiot I started three businesses. So I have three businesses. I am like having three wives. What? Yeah. So um should be illegal. I know it's a problem. So the main business which is my primary source of revenue. Me and my partner very much not

[0:19] YouTube https://youtu.be/IOhDCr0x14Y?t=12 || Helping an Entrepreneur With Three Businesses Pick the One
on the same page. I'm transitioning and exit right now. Okay. I have a large buyout coming and I'm trying to decide do I redo that same business? I'm good at it. It's my primary source of revenue. or do I pour into one of these other two businesses? And I can give you some more context. Okay. But what's the business you're selling?

[0:33] YouTube https://youtu.be/IOhDCr0x14Y?t=26 || Helping an Entrepreneur With Three Businesses Pick the One
So, I have been in financial services. Um, okay. Great business. Yeah, I was the top producing rep, like number two out of like 3,000 rep. I'll just tell you right now. Do that. If you're two out of 3,000, you're not even 1%. You're like 0.1 whatever percent. And so these other things probably sound really sexy and

[0:49] YouTube https://youtu.be/IOhDCr0x14Y?t=42 || Helping an Entrepreneur With Three Businesses Pick the One
interesting. You can tell me what they are and I'll tell you that they sound sexy and interesting. Well, so I guess my problem was is like I've got a non-compete non-solicit to re relocate. So it's like I have to move 60 miles away. My whole network has to So I'll have about a million bucks probably when it's all said and done. So

[1:05] YouTube https://youtu.be/IOhDCr0x14Y?t=58 || Helping an Entrepreneur With Three Businesses Pick the One
I have, you know, have to move to a new location. So I if I want to not take a like three-year hiatus, I have to move 60 miles and I'm very regional in my my business. Like all my local it's all local, multif family, habitational like So if I move But you knew how to build it. Yeah. But it was a six-year process to

[1:25] YouTube https://youtu.be/IOhDCr0x14Y?t=78 || Helping an Entrepreneur With Three Businesses Pick the One
start all over again, I guess, is where where my brain goes is like, but don't you think you could do it faster the second time? Oh, for sure. But I can do it in a third of the time. So, yeah. So, you're 24 months away from a brand new business, the same thing you do right now, except you know all the

[1:38] YouTube https://youtu.be/IOhDCr0x14Y?t=91 || Helping an Entrepreneur With Three Businesses Pick the One
lessons you learned. So, just go for it. And what are the other two? Just so So, yeah. No, I I've got Well, I've got a real estate portfolio and I I feel like I'm really good at real estate, too. But the problem is capital, right? Like I can buy bye-bye. But was insurance did that and create all the

[1:52] YouTube https://youtu.be/IOhDCr0x14Y?t=105 || Helping an Entrepreneur With Three Businesses Pick the One
deals through a network. had all the contractors and it like they fed into each other really well which is why I started it. But um the problem is like then you were like well hyperfocused and I'm always like well I don't think you'd need to stop real estate. I mean like I own a bunch of apartment buildings

[2:04] YouTube https://youtu.be/IOhDCr0x14Y?t=117 || Helping an Entrepreneur With Three Businesses Pick the One
it but like it's just not my main game. Like I've got some money that I'm like this is my like if I go become a vegetable like there's cash flow for everybody. Um but like what's my main game, right? So I want to make sure that you're not like trying to make your your side hustle your main hustle. Okay?

[2:17] YouTube https://youtu.be/IOhDCr0x14Y?t=130 || Helping an Entrepreneur With Three Businesses Pick the One
Because the returns on real estate are not as good as the returns in business. Period. Private equity owners are by far much wealthier on average than than real estate. Real estate makes more millionaires. Private equity makes more billionaires. Yeah. So low risk, high likelihood business once you gain the skills is always where

[2:35] YouTube https://youtu.be/IOhDCr0x14Y?t=148 || Helping an Entrepreneur With Three Businesses Pick the One
all the upside is. All right. What's the third one? So well the third one I did the same thing again where I was like I started a junk removal company to feed more leads into the real estate because I was like and it does. So then but then it's like how far can I move horizontally before I'm losing that vertical integration because

[2:50] YouTube https://youtu.be/IOhDCr0x14Y?t=163 || Helping an Entrepreneur With Three Businesses Pick the One
it's like hey it does provide leads and flips that feed into the real estate and finds deals. So it's like and you find old ladies and they've got money so you do the financial services. It works great. We're just and part of my question I think is how lateral can I get inside that vertical before I'm losing focus

[3:04] YouTube https://youtu.be/IOhDCr0x14Y?t=177 || Helping an Entrepreneur With Three Businesses Pick the One
where it's like you're already losing focus. I know. So do I just sell it and dump it? I mean what do you do? So, I will give you the unpopular advice that I would give myself. Um, which is like, do you believe you can win? Yeah. Then it. Do the thing. Do the main thing. Forget the other stuff. Basically, on some level, doing

[3:22] YouTube https://youtu.be/IOhDCr0x14Y?t=195 || Helping an Entrepreneur With Three Businesses Pick the One
these side hustles is almost like a hedge against your own risk. But you incur more risk because it decreases the likelihood the one sure thing actually is the sure thing. And so, when if I gun to your head, I was like, you have to make money. What would you do? I'd sell insurance. Of course. Then do the thing that you

[3:37] YouTube https://youtu.be/IOhDCr0x14Y?t=210 || Helping an Entrepreneur With Three Businesses Pick the One
would do when you need to make money and you will make money way more. Okay. Appreciate it. I'm only saying that because I have done this. Yeah. I had a dental agency. I had a chiropractor agency. I had a gym. If someone if I went out of business tomorrow like my I had a some $100,000 bill. What would I do? I'd launch a

[3:52] YouTube https://youtu.be/IOhDCr0x14Y?t=225 || Helping an Entrepreneur With Three Businesses Pick the One
gym for sure in my sleep. I know that's what I would do because I can do it in my sleep. So then Ila had this brilliant idea. She's like, "Why don't we just do that thing that we're really good at over and over again and just not do the stuff that we suck at?" And I was like, "I don't know if that's going to

[4:05] YouTube https://youtu.be/IOhDCr0x14Y?t=238 || Helping an Entrepreneur With Three Businesses Pick the One
work. I was like, "What if these other ones take off?" That's right. Thanks. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the

[4:23] YouTube https://youtu.be/IOhDCr0x14Y?t=256 || Helping an Entrepreneur With Three Businesses Pick the One
portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[4:38] YouTube https://youtu.be/IOhDCr0x14Y?t=271 || Helping an Entrepreneur With Three Businesses Pick the One
what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You

[4:51] YouTube https://youtu.be/IOhDCr0x14Y?t=284 || Helping an Entrepreneur With Three Businesses Pick the One
can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look into business, see if we can help,

[5:06] YouTube https://youtu.be/IOhDCr0x14Y?t=299 || Helping an Entrepreneur With Three Businesses Pick the One
and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Private Equity Firm Doing $12M/Year Get to $90M
URL: https://youtu.be/IVesU0ID6Dw
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/IVesU0ID6Dw?t=0 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
I am part of a group that buys and holds uh software businesses. Cool. I have four businesses in my group currently. Uh three of them we sell software to property management businesses and the other one is to event management. Where's my vendor smart guys? Where you at? Yeah. I've already had a convers.

[0:21] YouTube https://youtu.be/IVesU0ID6Dw?t=14 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
Um as a group at the minute I do just under 12 million in revenue. Um I'd like to be 90 million in the next five years and that would be a combination of acquiring new businesses as well as helping the current businesses to grow. Um what is stopping me is I feel I'm constantly balancing how to help my

[0:39] YouTube https://youtu.be/IVesU0ID6Dw?t=32 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
existing businesses to continue to grow as well as um going on the acquisition journey as well. So I'm really interested to understand from you do you have a specific playbook of how you balance those two things effectively to scale? Yeah, I have um people who run them as their entire thing, the honest truth. So, our venture

[0:59] YouTube https://youtu.be/IVesU0ID6Dw?t=52 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
portfolio is run entirely by a different team. I don't I don't even okay the checks anymore. They just let me know. I'm like, "Sounds good." Um so, I I I this is me being honest with you. Um I my highest leverage so like my the the vast majority of my time is spent generating demand because that's the highest leverage

[1:23] YouTube https://youtu.be/IVesU0ID6Dw?t=76 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
thing I can do. So if I build the brand I will be able to get all the talent I need. I'll be get all the deal flow that I need. I'll be like I'll be able every if I just do this one thing. And so that's that tends to be how I think about my job, which is like if I could only accomplish one thing. Um, and that one thing on its own

[1:38] YouTube https://youtu.be/IVesU0ID6Dw?t=91 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
would accomplish all of our other objectives, then I will just do that and then I will hire people to do everything else. Um, so with regards to your thing, do you have uh do you have a capital constraint or you just need deals? Like do you have the capital in order to to to make the acquisition? Absolutely.

[1:51] YouTube https://youtu.be/IVesU0ID6Dw?t=104 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
Okay. So you just need deal flow. Mhm. Oh, okay. Um, so then each of the individual uh portfolio companies, how did you buy those? Just is it a fund that you're you're managing right now? It's part of much bigger group of businesses that have their own cash. Okay, got it. Um All right. And so the Did you kick out the founders when you

[2:10] YouTube https://youtu.be/IVesU0ID6Dw?t=123 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
bought them or do you No, we keep them in uh because we're a buy and hold acquirer. The preference is that the founders stay and help to continue to grow um and develop with us. Do they roll 20% or 30% something like that? Uh as in like do they do they exit? Is that what you mean? Well, yeah. Do do you buy 100% or do you

[2:26] YouTube https://youtu.be/IVesU0ID6Dw?t=139 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
Oh, yeah. Sorry. No, we buy 100%. Okay. by 100% and then they just get like cash bonuses upon growth and whatnot. Okay. Um so there is is the issue that the founders aren't following your instructions or you need better like what's the what's the problem with the organic growth side because the acquisition

[2:43] YouTube https://youtu.be/IVesU0ID6Dw?t=156 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
stuff is really straightforward. You just need like we need to generate more demand which is either outbound or trade shows, conferences, things like that which is a different process. um we can happily walk you through it, but like I'd say probably from the existing businesses. Some of the ones that we

[2:56] YouTube https://youtu.be/IVesU0ID6Dw?t=169 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
acquire are less um developed and therefore need more time than others. So that's where it can take more of the time when actually to get to the 90 million. It's really needed to focus more on the acquisition as well. They're so small. That's the problem. That's why most most P doesn't doesn't go there because it's so difficult. uh

[3:16] YouTube https://youtu.be/IVesU0ID6Dw?t=189 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
because they have like a hundred problems that are wrong all at the same time. Um and then the founder who got to that level like is at that level for a reason. And so usually it is the founder that's the problem. At least that's been my observation. And then the business that's limited by that person.

[3:33] YouTube https://youtu.be/IVesU0ID6Dw?t=206 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
So how do so how do you do both? The acquisition side for deals is straightforward. I'm I am curious about like that deal box that you have uh for the you know if they're averaging three-ish million or is it one of them that's like 10 and the other three are uh No, they're all pretty much similar size but clearly want to uh buy

[3:50] YouTube https://youtu.be/IVesU0ID6Dw?t=223 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
businesses that are much bigger than that. Yeah, I think that some of these problems will actually disappear if you get the better businesses because right now I would imagine hopefully not overstepping, but I'm I'm guessing that you're probably playing babysitter a little bit to the founders that are there um and dealing with like

[4:06] YouTube https://youtu.be/IVesU0ID6Dw?t=239 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
the regular fires that are coming up all the time in the business and the decisions that need to get made rather than like what is the one thing that if we just get this right, this business 10xes. And so good founders already do that innately and mediocre and bad founders don't. they just get sucked into the

[4:19] YouTube https://youtu.be/IVesU0ID6Dw?t=252 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
day-to-day and then they just stay mediocre for a very long time. So, it is probably a who problem. It's difficult because of the nature of the acquisitions that you did. Removing founders is tough. Um, but it probably is the like what's the route is probably that um to give you guys context like I've

[4:38] YouTube https://youtu.be/IVesU0ID6Dw?t=271 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
did in between in 2020 in 2022 and 2023 I did 24 acquisitions. Um, and I basically sold or gave back my shares in 19 of those companies because it just wasn't worth it. Because as much as I could say, "Hey, this is sound business advice." They just weren't winners. And because winners aren't going to come

[5:07] YouTube https://youtu.be/IVesU0ID6Dw?t=300 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
and say like, "Yep, we stayed the same for the third year in a row." Like, they will die or they will win. and I'm just trying to find those people. And I would say that I spend a greater percentage of my time looking for that. Now, so I need to find more winners within each of the businesses. You might find winners that are there

[5:22] YouTube https://youtu.be/IVesU0ID6Dw?t=315 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
and andor be able to put someone in. Um because I mean this is the classic like private equity story, not your story, but like business is going great, founder gets removed, business tanks because private equity doesn't know how to run the business. Um and it's like you just need somebody who is good and

[5:39] YouTube https://youtu.be/IVesU0ID6Dw?t=332 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
those people are rare. Um, but one of the best telltale signs of that if you're going to do the buy and hold is just bigger because the entrepreneur who can get to 20 million in ARR probably a better entrepreneur than somebody who caps at three and then sells at that point. Also, just from an ambition

[5:52] YouTube https://youtu.be/IVesU0ID6Dw?t=345 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
perspective, I don't know what kind of multiples you were paying for those, you know, particular businesses. But if if they're like it's very difficult to motivate someone who only needed to make 20 $30 million in their life and then they made it because then it's just like this is the business I built and these are the

[6:08] YouTube https://youtu.be/IVesU0ID6Dw?t=361 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
people that I built it with and they have families and I just want to you know I just want to keep this going so that everybody's you know taken care of and that is not the mindset of somebody who's trying to get you know go from 3 to 30 in my opinion. That's a it's a more it's a more nuanced but probably true answer than here's the

[6:25] YouTube https://youtu.be/IVesU0ID6Dw?t=378 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
three-step process. It's probably the founders of the companies you bought aren't dogs and you pro you need dogs. So just buy bigger businesses with the right talent. Yeah. Okay. And I think every investor uh reinvents the wheel. Uh myself included. I was like, "Oh my god, I could take these things like so easily because you

[6:45] YouTube https://youtu.be/IVesU0ID6Dw?t=398 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
can see how you can take something from 5 million or 10 million like, "Oh my god, I get this to 50 and like I can basically buy this for nothing and flip it for a hundred million. Like that'll be a great deal. I should do that a bunch." And then you realize why you get paid so much to do this because it

[6:59] YouTube https://youtu.be/IVesU0ID6Dw?t=412 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
absolutely sucks. And you actually have to build the entire business. And then you're like, if I had to build this thing from scratch, I wouldn't have picked this business and then you you reinvent the wheel. You're like, oh, this is why they just buy bigger Great. Thank you very much. If you're a business owner and you are

[7:15] YouTube https://youtu.be/IVesU0ID6Dw?t=428 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck

[7:29] YouTube https://youtu.be/IVesU0ID6Dw?t=442 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing,

[7:41] YouTube https://youtu.be/IVesU0ID6Dw?t=454 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and

[7:55] YouTube https://youtu.be/IVesU0ID6Dw?t=468 || Helping a Private Equity Firm Doing $12M/Year Get to $90M
if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Get More Customers
URL: https://youtu.be/JNQTB6A_Fpc
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/JNQTB6A_Fpc?t=0 || How to Get More Customers
I have never seen a business not grow when they implement the rule of 100 when they're starting out. And to be clear, this works for all levels. So, it's either rule of 100 on your first acquisition channel or rule of 100 and ideally for 100 days. So, 100 and 100, right? And if you're like, wait, 100

[0:16] YouTube https://youtu.be/JNQTB6A_Fpc?t=9 || How to Get More Customers
times 100, you're like, you're right, that's 10,000 actions. And what happens when you take 10,000 actions in one specific direction, you tend to get results. And the amount of like screenshots of like uh content and reach and impressions that I've gotten from people who actually check the box a 100

[0:31] YouTube https://youtu.be/JNQTB6A_Fpc?t=24 || How to Get More Customers
days in a row doing a 100 actions that they get their first customer. Most people get it by like the third week. But you have to commit to doing 100 days. And it's kind of like the very the the the idea of like the heart of a missionary versus the mercenary. You have to commit in your heart that you're

[0:45] YouTube https://youtu.be/JNQTB6A_Fpc?t=38 || How to Get More Customers
going to do 100 days and then it happens very quickly. If you try to do this for 100 days to try and prove me wrong, congratulations. you won. You're still not succeeding. Probably not the perspective because it won't change anything in my life. All right? And so where this uh becomes a symptom that you can recognize in your

[1:04] YouTube https://youtu.be/JNQTB6A_Fpc?t=57 || How to Get More Customers
business is volatility. All right? And I said this applies to all levels. So if you're a bigger business owner, you take the rule of 100 and you just apply it to new channels. And so if you're like we run meta ads, it's like great. Well, we needed to take the same perspective on how we're going to run YouTube ads or

[1:19] YouTube https://youtu.be/JNQTB6A_Fpc?t=72 || How to Get More Customers
Google ads, right? If you're on the content side, it's like we make, you know, reals. Uh, awesome. It's like, okay, we do it on this platform. We need to do this on a second platform. If you're doing outreach, you every time you expand into the new platform or medium or channel, you would implement the rule 100 yet again. Now, if you're a

[1:35] YouTube https://youtu.be/JNQTB6A_Fpc?t=88 || How to Get More Customers
smaller business, which most businesses are small by statistics and reality, 95% of business left a million dollars. So, here we go. If your business feels feast or famine, meaning if you get a sale this week and then there's nothing and there's nothing and then next week you get one and then two more weeks and

[1:52] YouTube https://youtu.be/JNQTB6A_Fpc?t=105 || How to Get More Customers
then one two and then another three weeks of famine. The issue is not that you have quote inconsistent lead flow. It feels inconsistent because the timeline you're measuring it on is too small. So, if I were to look at it year-over-year, if you're the type of business that does a small amount of advertising, you might sell about the

[2:12] YouTube https://youtu.be/JNQTB6A_Fpc?t=125 || How to Get More Customers
same amount of number of customers every single year, but that volatility or the perception of volatility is a symptom of insufficient volume. You're not doing enough to get enough out. Now, if we expand that time horizon, let's say that we expanded to 30 days and let's say that you on average get third three

[2:28] YouTube https://youtu.be/JNQTB6A_Fpc?t=141 || How to Get More Customers
customers a month. Okay? 30 days, three customers a month. That means you get one customer per 10 days. And so that means that in 10 days what we can reverse this into is that there is an amount of advertising that is occurring either through content through word of mouth through uh outreach through paid

[2:47] YouTube https://youtu.be/JNQTB6A_Fpc?t=160 || How to Get More Customers
ads whatever affiliates people referring them to you who are partners or you know centers of influence if you will or we're sending you business that in that 10 days there's enough advertising for one sale to occur. And so the idea is, okay, well, if I can just look at the amount of advertising that I'm doing

[3:02] YouTube https://youtu.be/JNQTB6A_Fpc?t=175 || How to Get More Customers
probably haphazardly over a 10-day period and then do it deliberately instead of on accident on a daily basis, then I could take what I do in advertising in 10 days and do it in one. And if I do it in one, then I'm going to get the same outcome as doing one sale every 10 and I'll get one sale every day. And so the companies that are doing

[3:21] YouTube https://youtu.be/JNQTB6A_Fpc?t=194 || How to Get More Customers
30 times more sales than you are typically doing 30 times more advertising than you are. real. And so I've put this in perspective many I've seen I mean because obviously businesses fly out here every every week.com so I know a lot of numbers around what businesses are doing at different revenue levels. If I look at a one or $2

[3:38] YouTube https://youtu.be/JNQTB6A_Fpc?t=211 || How to Get More Customers
million business and I look at how much content they're putting out just on a pure volume basis and the thing is is like of course there's quality of content but the thing is is if if you look at it across all pieces of content with the outliers already baked in that you know that one out of 10 or one out

[3:52] YouTube https://youtu.be/JNQTB6A_Fpc?t=225 || How to Get More Customers
of 100 are going to be super outliers of course the top 1% the top one out of 100 the top 10% you know one out of 10. Um with that volume baked in things tend to normalize again. And so we make whatever it is, 450 pieces of content a week, right? Almost 500 for simple math. So we're looking at third, you know, 25

[4:11] YouTube https://youtu.be/JNQTB6A_Fpc?t=244 || How to Get More Customers
30,000 pieces of content per year. And many of the people that are at $1 million are doing something in the neighborhood of like one a day. And so they're doing 365 and we're doing like 25 or 30,000. And so we get nine or 10 times the uh sorry uh uh way way more than that. Sorry, that's a thousand times uh thousand times the outcome that

[4:30] YouTube https://youtu.be/JNQTB6A_Fpc?t=263 || How to Get More Customers
they are. Now, you could even make the argument that I'm even less efficient than they are, but diminishing returns are still returns, right? So, like if I do a thousand times more than you, but I get a 100 times the outcome, I'm good with that. And I think this is the piece that people really mess up is they see

[4:47] YouTube https://youtu.be/JNQTB6A_Fpc?t=280 || How to Get More Customers
diminishing returns and then think, "Oh, I should stop because my return per action has gone down." Rather than thinking, "I'm still getting more and it's still worth it." And that's the part that I think most people who are smaller miss out on. The amount of conversations I've had with small business owners who are all about

[5:02] YouTube https://youtu.be/JNQTB6A_Fpc?t=295 || How to Get More Customers
optimization. Again, there's nothing wrong with that. You just can't have both. You can be like, I want to optimize. It's like fine, you can get the most for the least, but you're not going to get the most. Period. And the difference is that the people who want the most are the ones who win. Real quick, I'm going to show you the

[5:18] YouTube https://youtu.be/JNQTB6A_Fpc?t=311 || How to Get More Customers
exact 10-stage road map from zero to 100 million plus that less than 1% of companies finish. I've now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the

[5:34] YouTube https://youtu.be/JNQTB6A_Fpc?t=327 || How to Get More Customers
business. What the constraint feels like, like what are the symptoms of it when you're going through it. And then what steps we actually took to graduate. And we've done this across software, physical products, uh service businesses, brickandmortar, all of this. And it works. And it's my gift to you.

[5:48] YouTube https://youtu.be/JNQTB6A_Fpc?t=341 || How to Get More Customers
It's absolutely free. And so the link's in the description, but you just go acquisition.comromadap. Just enter your info and it'll spit it right back to you. Offer it.


VIDEO
TITLE: Helping a Financial Services Company Fix Their Margin
URL: https://youtu.be/JT3bePK2ens
PRIMARY_TOPIC: scaling
TOPICS: scaling, case-study,scaling,pricing

[0:00] YouTube https://youtu.be/JT3bePK2ens?t=0 || Helping a Financial Services Company Fix Their Margin
I sell legal services in the form of estate planning and helping clients with real estate matters uh basically to families and they're families ultra high net worthamilies. Yes. High net worth families. Okay. Um we did 2 million. So we've been growing 20% every year for the last five years. My goal is 10 million. What's

[0:18] YouTube https://youtu.be/JT3bePK2ens?t=11 || Helping a Financial Services Company Fix Their Margin
stopping me is uh really it was an eye openener yesterday doing that scorecard. My IBIDA is terrible. It's like zero. And but yet I know we want to get more. I could just do nothing for zero. Yeah, it's so much easier. And our I know I would to get more leads, but also sales. So, I'm trying to figure out, well, what's the first thing

[0:38] YouTube https://youtu.be/JT3bePK2ens?t=31 || Helping a Financial Services Company Fix Their Margin
you would attack with when you have this kind of situation? Well, I'd want to understand why we weren't making money, right? So, I would probably be tackling that first. Okay. I think we were talking about y'all's restaurant yesterday. Um, like we need you need to fix the core model unless there's some what I'm pretty

[0:56] YouTube https://youtu.be/JT3bePK2ens?t=49 || Helping a Financial Services Company Fix Their Margin
confident because I understand the business fairly well. like there isn't some massive fixed cost. Like your cost is is people. It's payroll. It's not like you have some machine that you have to pay or some massive rent that must get paid before you can make, you know, incremental revenue. And so I would

[1:09] YouTube https://youtu.be/JT3bePK2ens?t=62 || Helping a Financial Services Company Fix Their Margin
probably be looking inwards first at basically how I'm compensating people. Um and how I'm pricing. So it's likely that So are you at capacity right now with your current team? Uh they think we are, but I'm feeling there's more room to grow. Yeah. So you you have a you have a pricing issue. So you're either underpriced or

[1:31] YouTube https://youtu.be/JT3bePK2ens?t=84 || Helping a Financial Services Company Fix Their Margin
overpaying or a combination of both. Okay. And so I would fix that first because then you'll fix cash flow and then that freed up cash flow will allow you to go more get more aggressive on the front end. Got it. But like for me to say, "Hey, let's go get more customers is probably not the solution right now."

[1:44] YouTube https://youtu.be/JT3bePK2ens?t=97 || Helping a Financial Services Company Fix Their Margin
Makes sense. Like we have to free up cash so you can breathe. Yeah. Absolutely. Appreciate it. Thank you. Yeah. You bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map, which is

[1:58] YouTube https://youtu.be/JT3bePK2ens?t=111 || Helping a Financial Services Company Fix Their Margin
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[2:12] YouTube https://youtu.be/JT3bePK2ens?t=125 || Helping a Financial Services Company Fix Their Margin
information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[2:25] YouTube https://youtu.be/JT3bePK2ens?t=138 || Helping a Financial Services Company Fix Their Margin
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just

[2:38] YouTube https://youtu.be/JT3bePK2ens?t=151 || Helping a Financial Services Company Fix Their Margin
book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a 25M/Year Private Equity Firm Scale
URL: https://youtu.be/JfiUerVJPF8
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/JfiUerVJPF8?t=0 || Helping a 25M/Year Private Equity Firm Scale
I buy equity from business owners. Buy equity from business owners. Yeah, I run a private equity firm. All right, cool. So, um, we're doing about 25 million across the group. We want to get to, you know, over a billion EV. Do you have LPs or is this you? Uh, it's family office money. Yeah. So, Okay. So, it's just you.

[0:16] YouTube https://youtu.be/JfiUerVJPF8?t=9 || Helping a 25M/Year Private Equity Firm Scale
Yeah. Yeah. So, we can scale through institutions or family office LPs we need to. But, so you have you don't syndicate anything. It's just all uh we do it deal by deal. We'll go to family office or institutions if we need it. Got it. Okay. Got Um what's stopping me really is this scaled like institutional

[0:30] YouTube https://youtu.be/JfiUerVJPF8?t=23 || Helping a 25M/Year Private Equity Firm Scale
quality capability a bit like you guys have to so like I can go into portfolio companies do a roll up scale it take it public essentially but uh what we want to do is obviously build out a capability so that we have lots of assassins going out and doing it how did you do it a lot of money and a lot of time

[0:51] YouTube https://youtu.be/JfiUerVJPF8?t=44 || Helping a 25M/Year Private Equity Firm Scale
I mean to be like so the like phase by phase what I'm if you go from where you I started through the phases of now getting to more of an institution of scale. So I would say that do you feel like you can't generate alpha in bigger companies? No. No. We've done I've done big we've done like a few hundred million

[1:12] YouTube https://youtu.be/JfiUerVJPF8?t=65 || Helping a 25M/Year Private Equity Firm Scale
companies we've done. I think that I think I mean you're you're you're rather than reinventing the wheel I think you're running into the issue that everyone runs into which is like we did just for I mean for your sake like we did um 24 deals in 24 months from I want to say 2021 to 2020 end of 23 somewhere in there and so um during that

[1:36] YouTube https://youtu.be/JfiUerVJPF8?t=89 || Helping a 25M/Year Private Equity Firm Scale
process we quickly were like wow um this is taking up a lot of bandwidth Um, and a lot of these are just not worth it. And so, uh, the, you know, the star performers in the portfolio so much outperformed everyone else that I actually just gave people their equity back. I was like, you can keep the money

[1:57] YouTube https://youtu.be/JfiUerVJPF8?t=110 || Helping a 25M/Year Private Equity Firm Scale
and the equity. I just would rather not talk to you. Um, um, some people took it well, some people didn't. I mean, we we've done a similar thing, too, right? It's just like this is just not worth the time, right? And so I think the the the point that I'm making here is that almost every part of your firm

[2:15] YouTube https://youtu.be/JfiUerVJPF8?t=128 || Helping a 25M/Year Private Equity Firm Scale
just ends up raising more and more money and doing the same number of deals that they had bandwidth for and just doing fewer bigger deals. And so it's like that's why I asked like do you feel like you can still generate alpha with the bigger deals? If so, awesome. And I brought that up just because if you look

[2:28] YouTube https://youtu.be/JfiUerVJPF8?t=141 || Helping a 25M/Year Private Equity Firm Scale
at um Constellation, you familiar with them? Yeah. Yeah. Yeah. Yeah. It's like they're they know their alpha is just going after, you know, $3 million deals and doing 600 deals a year and that's their that's their whole thesis and so they have to build a whole model around that. But if you're like, I can go bigger, then it's

[2:43] YouTube https://youtu.be/JfiUerVJPF8?t=156 || Helping a 25M/Year Private Equity Firm Scale
like maybe you do keep the few assassins and you slowly acquire people um through the process. And one of the one of the interesting tricks is like sometimes you you find you know you you look at a company that company sucks but there's like a really good marketer in there or there's a really good sales

[2:57] YouTube https://youtu.be/JfiUerVJPF8?t=170 || Helping a 25M/Year Private Equity Firm Scale
leader or whatever and it's like hey um maybe you should we just pull you into holdco and then we can get so much more return on this person's skill set across the whole portfolio than just in in this one small deal. And so in a lot of ways it's like there's usually especially in the small businesses um only like one or two

[3:15] YouTube https://youtu.be/JfiUerVJPF8?t=188 || Helping a 25M/Year Private Equity Firm Scale
people who are good and then it's just like finding who those key drivers are and then just the rest of it. It's like almost more valuable to just pull out the diamonds, forget the business and then put it into a better business vehicle. So to answer the question of like how did we do this? It's just like

[3:29] YouTube https://youtu.be/JfiUerVJPF8?t=202 || Helping a 25M/Year Private Equity Firm Scale
we are always looking for talent. And I would say that as a company like internally we're in the talent business. People like what business like we're in the talent business 100%. And so I am always hiring and always willing to overpay. So we pay 90th percentile which is pretty high um for all of our roles

[3:49] YouTube https://youtu.be/JfiUerVJPF8?t=222 || Helping a 25M/Year Private Equity Firm Scale
because I just want the best and we get so much more alpha return um by being willing to pay significantly above market. It's like for everybody I would strongly encourage you if let's say market for a sales director is $200,000 a year. If you have a sales director that you think is an absolute savage and

[4:06] YouTube https://youtu.be/JfiUerVJPF8?t=239 || Helping a 25M/Year Private Equity Firm Scale
they want $400,000 a year, you will make $4 million a year extra by getting the savage. And so, thank you. That was a little like amen. Um uh so so I think um from a from a from a you have your core team, you have these deals. I would start basically divesting time into the deals that are small and then I would see if I can pick off

[4:30] YouTube https://youtu.be/JfiUerVJPF8?t=263 || Helping a 25M/Year Private Equity Firm Scale
people from those portfolio companies, pull them into holdco. that's going to start bolstering up hold co that might help you identify better opportunities that are bigger. If I can raise more capital then I'll still do that and then ongoing I don't know who you have at your at holding company but having a

[4:44] YouTube https://youtu.be/JfiUerVJPF8?t=277 || Helping a 25M/Year Private Equity Firm Scale
director of talent whose experience with executive recruiting so like the core function that we ran as basically almost our primary value driver in the very beginning of acquisition.com was recruiting. We're just very good at it and so by the way that's how you scale stuff. Uh, and so we had to get really

[4:59] YouTube https://youtu.be/JfiUerVJPF8?t=292 || Helping a 25M/Year Private Equity Firm Scale
good talent in. And so I I'm a big believer in having like almost the same size recruiting team as I do sales team. And so that was also one of the big ways that we were able to basically fill in exact teams and leader teams within these portfolio companies. We bring them in. It's like there's only two winners.

[5:13] YouTube https://youtu.be/JfiUerVJPF8?t=306 || Helping a 25M/Year Private Equity Firm Scale
Either we can pull the winners out or we can put three more winners in and now we have a full company. Does that help? Yeah. Yeah. Cool. So go bigger and get better talent. Yeah. Cool. So, if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our

[5:26] YouTube https://youtu.be/JfiUerVJPF8?t=319 || Helping a 25M/Year Private Equity Firm Scale
headquarters here in Vegas to learn how we scale. And so, my team spends two days with you to identify the thing that's holding your business back. And so, if that sounds interesting, click book a call. And if you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: Why Your Next Business Always Grows Faster
URL: https://youtu.be/JgzGbEkr_yM
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling

[0:00] YouTube https://youtu.be/JgzGbEkr_yM?t=0 || Why Your Next Business Always Grows Faster
Whenever I whenever I go into a room of entrepreneurs, I say, "Hey, who here is on more than is is on their second business or beyond?" And like almost the whole room raises their hands. I'm like, "Okay, cool. Now, of those of you who are on your second business and beyond, who here, your current business grew way

[0:12] YouTube https://youtu.be/JgzGbEkr_yM?t=5 || Why Your Next Business Always Grows Faster
faster or past uh your first businesses?" And like almost the entire room raises their hands. And I I always think like, so why is that? And so I think that at the most basic level, it's pattern recognition, but especially when it comes to talent. And so like if you think about building like let's say a

[0:28] YouTube https://youtu.be/JgzGbEkr_yM?t=21 || Why Your Next Business Always Grows Faster
million- dollar business it's like first you have us you have some marketing function you have some sales function you have some delivery function you know whatever uh you know across the board and for the first time ever when as soon as you know maybe a million maybe it's three million a year whatever it is like

[0:42] YouTube https://youtu.be/JgzGbEkr_yM?t=35 || Why Your Next Business Always Grows Faster
it's not you anymore like somebody else has to do some of this stuff and so you f you get your first pattern recognition of like oh this is somebody who can do some advertising this is some person who can do some sales this is a person who can do some low-level management this is a person who can do some uh you know

[0:55] YouTube https://youtu.be/JgzGbEkr_yM?t=48 || Why Your Next Business Always Grows Faster
some delivery or whatever. And so, and you basically keep struggling and keep plateauing at that level until you find that one person who's like competent and then you're like, "Oh my god, you can do the job. This is amazing." And then the business grows until that next level, you know, that next constraint.

[1:09] YouTube https://youtu.be/JgzGbEkr_yM?t=62 || Why Your Next Business Always Grows Faster
And so then across the board by department, one by one, it's like you have these six month, 12-month periods where you go through interviews and interviews and hiring and onboarding just to see if this person's competent. And then whenever they're not, you're like, I have to start over again. And then the business basically stays where

[1:24] YouTube https://youtu.be/JgzGbEkr_yM?t=77 || Why Your Next Business Always Grows Faster
it's at. And so I think that um I think the the more experience we've had on each of these roles of like this is what you know SDR looks like. This is an SDR manager looks like. This is what a closer looks like. This is what a senior closure looks like. This is what a closing manager looks like. This is what

[1:38] YouTube https://youtu.be/JgzGbEkr_yM?t=91 || Why Your Next Business Always Grows Faster
um this is what a a director of sales looks like. This is what a VP of sales looks like. Like it took me time to learn each of these levels and AC obviously do that across departments. But then after that point when you go these new the new businesses you go after you're not even building the business. You're just assembling it.

[1:51] YouTube https://youtu.be/JgzGbEkr_yM?t=104 || Why Your Next Business Always Grows Faster
Real quick, if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[2:05] YouTube https://youtu.be/JgzGbEkr_yM?t=118 || Why Your Next Business Always Grows Faster
through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business

[2:19] YouTube https://youtu.be/JgzGbEkr_yM?t=132 || Why Your Next Business Always Grows Faster
across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and

[2:34] YouTube https://youtu.be/JgzGbEkr_yM?t=147 || Why Your Next Business Always Grows Faster
if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Best Bet in Business
URL: https://youtu.be/JqX5yCllMQQ
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/JqX5yCllMQQ?t=0 || The Best Bet in Business
You can sit in on a group of entrepreneurs, listen to the discussion for 60 seconds and know how much money they make within a rough a rough estimate or what level of the business that they're working if they're employees like where they where they sit on the org chart um because of what level of conversation they're having. And so at

[0:15] YouTube https://youtu.be/JqX5yCllMQQ?t=8 || The Best Bet in Business
the highest level you're talking about allocation of resources. It's all it is. It's just capital and human allocation. Um and you know one level maybe below that would be uh human like human capital which is how are we going to attract talent? How are we going to train talent? how we're going to get

[0:30] YouTube https://youtu.be/JqX5yCllMQQ?t=23 || The Best Bet in Business
compounding returns on talent. Uh because you know I I like the saying, but um you're just one great hire away from all of the money that you want. Uh but the thing is is that I think the catch of that that ism is that you have to become the type of person that that person wants to work for. Totally.

[0:46] YouTube https://youtu.be/JqX5yCllMQQ?t=39 || The Best Bet in Business
That's the hard part. That's like sure. Yeah. Yeah. Yeah. Of course. Uh what's his name? Tim Cook, right, of Apple. He could he could probably grow your business, but he wouldn't work for you. Yeah. Y and so like that has been always at the forefront of Leil and I's mind is and that's part of what we do with the brand

[1:03] YouTube https://youtu.be/JqX5yCllMQQ?t=56 || The Best Bet in Business
stuff which is we want the brand to stand for things that because we're we're just as aggressively advertising at a tactical level. We're more aggressively advertising from a transactions perspective for the talent we put in portfolio companies. So we place talent I mean a few times a week. I mean, we have three, four leadership

[1:24] YouTube https://youtu.be/JqX5yCllMQQ?t=77 || The Best Bet in Business
positions a week that we fill in our portfolio companies compared to how many deals we do at the portfolio level. Um, and so, and that's the that's the highest return on capital that we have is buy someone and I say buy just in the capital term. Um, buy talent for 200,000 a year, make 20 million a year.

[1:41] YouTube https://youtu.be/JqX5yCllMQQ?t=94 || The Best Bet in Business
Yep. No, great trade. Right. And one of the big one of the big misnomers I think that one of the biggest mistake entrepreneurs make myself included when I was earlier on is that I didn't understand the difference between A and B talent. You can pay a talent 30% above market and get 10x the output. And like there's no

[1:58] YouTube https://youtu.be/JqX5yCllMQQ?t=111 || The Best Bet in Business
sense in ever paying below market in my opinion because you just don't get you can get so much more for the for the extra premium that you pay that it's one of the best it's like the best best bet in Vegas. You know what I the best trade you can make is that premium to bring the the right person in that's 10 times

[2:14] YouTube https://youtu.be/JqX5yCllMQQ?t=127 || The Best Bet in Business
more effective. You know, have you heard of the the Keith Ra boy? Um he has this expression about barrels versus bullets. Mhm. So the concept here, this guy was um I think he was like a COO of of Square or Block, whatever you want to call it. He's high up at PayPal. But anyway, so what he said was like, look, in an

[2:33] YouTube https://youtu.be/JqX5yCllMQQ?t=146 || The Best Bet in Business
organization, you need barrows. These are going to be the ones that you give them a problem or like something they'll just solve it, right? And then the bullets, like they will do what you tell them to do, but you should always hire a barrel whenever you meet a barrel. And that's kind of what you're saying here.

[2:45] YouTube https://youtu.be/JqX5yCllMQQ?t=158 || The Best Bet in Business
And to me, like I I I love playing poker, right? Like I'm a gambler at heart, but in in like in business, it's like unfair. It's like you make this higher, it's like upside is unlimited. Well, I mean, it's gotten to the point now where we will like we interview, we basically have open interviews. So if we

[3:02] YouTube https://youtu.be/JqX5yCllMQQ?t=175 || The Best Bet in Business
see someone who's incredibly talented, we will hire them without really having a clear position for them yet. And like I'm saying that's a bit that's if we have an incredibly talented person. Like we had someone recently um who is an exceptional sales director, had huge experience, was an ex CEO, like all this

[3:19] YouTube https://youtu.be/JqX5yCllMQQ?t=192 || The Best Bet in Business
great stuff, great value fit. Um and one of our portfolio companies were about to uh you know make the recommendation that you should take this person. Um and they were like we don't we don't think we want to do it. Um, and so we hopped on the phone and we're like, "You're wrong." Um, like we have a lot more

[3:36] YouTube https://youtu.be/JqX5yCllMQQ?t=209 || The Best Bet in Business
context on this. You should do it. And it ended up somebody from like their outside had said, "You shouldn't do it." And they had no, that person had no context. And they were like, "We actually wanted to hire them, but we didn't trust ourselves." Which, by the way, is huge part for entrepreneurs is

[3:48] YouTube https://youtu.be/JqX5yCllMQQ?t=221 || The Best Bet in Business
like you make one bad hire and then you think, "I can't hire people." Like, you're going to make mistakes. It's part of the game. You get better and better at pattern recognition. And so this person had talent. It was clear. And so we were like, just so you know, we're hiring him no matter what. And so we're

[4:01] YouTube https://youtu.be/JqX5yCllMQQ?t=234 || The Best Bet in Business
either gonna put him in your company or putting him in somebody else and they were like, "Okay, yeah, yeah, no, no, we want him." And so it's like, I think that's the level of talent is like you should feel FOMO when you're talking to the person. And here's the other limus test that I love. I got this from Ila.

[4:12] YouTube https://youtu.be/JqX5yCllMQQ?t=245 || The Best Bet in Business
If you're not learning on the interview from the candidate about the thing that they're supposed to take over, you shouldn't hire them because it means that you know more than them which means that you're required for them to be successful which means that they need you and you no long you don't get leverage.

[4:28] YouTube https://youtu.be/JqX5yCllMQQ?t=261 || The Best Bet in Business
Yep. That dude that's way better. So I used to use this Larry Page proxy. Um so he would just get bored on all these interviews right you know one of the founders of Google and and he would be like yeah so like tell me about something you're passionate about. Okay great you're going to teach me for seven

[4:42] YouTube https://youtu.be/JqX5yCllMQQ?t=275 || The Best Bet in Business
minutes. So he can learn something. Leila's is even better. Yeah. Yeah. Because if you think about from a from a chunked up example, an organization grows if the if the cumulative knowledge base of the company grows. And so if you bring somebody in who you have the complete you have their entire complete knowledge set about whatever

[5:00] YouTube https://youtu.be/JqX5yCllMQQ?t=293 || The Best Bet in Business
the subject matter is, then the organization doesn't grow. Just as simple as that. Y and if you are the smartest person in your business then it means that the business will be capped by your brain. Yeah. If you have four other people who have huge uh trench knowledge then I see it as this like in my head I see it as this

[5:21] YouTube https://youtu.be/JqX5yCllMQQ?t=314 || The Best Bet in Business
Christmas tree where like if you have four like this the peak goes way above because you have this wider wider top. So the peak is way way higher. Whereas if you're the single brain at the top the peak is the top of your head. Yeah. That's like how I visualize. Very small Christmas tree. Yeah. Very small Christmas tree.

[5:35] YouTube https://youtu.be/JqX5yCllMQQ?t=328 || The Best Bet in Business
Exactly. No presents. That's That's good. Um, so actually we have a couple minutes left here, but the Leila conversation is going to be really focused on talent acquisition cuz that that is the game. So, um, she's a G at it. She's a savage. I mean, speaking of savages. So, so A, yes, both of you are savages. um in a

[5:54] YouTube https://youtu.be/JqX5yCllMQQ?t=347 || The Best Bet in Business
good way obviously, but B, when you find this talent, right, like I tell people, I tell my staff, it's like, dude, you know, and if you have that feeling, that little gut feeling, you pull the trigger. You don't you don't wait that long. Yeah, cuz the next person they interview with hire them. Yeah, totally. So, you'll do it on the

[6:10] YouTube https://youtu.be/JqX5yCllMQQ?t=363 || The Best Bet in Business
spot sometimes. We don't do I mean, we don't we still follow a process, but we we do 24-hour turnarounds to move things forward. There you go. Yeah. But usually your your turnarounds like we try and do we try and do everything one day apart if we like we always try to do that. Like we have really good

[6:23] YouTube https://youtu.be/JqX5yCllMQQ?t=376 || The Best Bet in Business
metrics around HR like our cost to fill is way below industry average. Our time to fill roles um is like 22 days versus industry average is much higher. Um our two-sided fit at 90 days uh which is one of our key metrics is that the the person above the person and the person both say that it was a perfect match

[6:39] YouTube https://youtu.be/JqX5yCllMQQ?t=392 || The Best Bet in Business
90 days later. Two-sided fit. I like that you guys came up with that one too. uh what director of HR did and that was because she came from Ox private equity firm and so she was director of people there. Yeah. And so on the interview she was teaching she gave all these metrics that I didn't like time to fill and I was like I

[6:56] YouTube https://youtu.be/JqX5yCllMQQ?t=409 || The Best Bet in Business
should why have I never tracked this like that's so smart and she's like what's the cost to fill and here I am thinking I was like oh yeah I'm this big metrics guy I know the cost to our customer CPM CP all these things and she and she's like oh you don't know what your cost to fill was and I was like

[7:08] YouTube https://youtu.be/JqX5yCllMQQ?t=421 || The Best Bet in Business
wow like such an idiot myself and so that's why like that's why you need really smart people around you because like I learn from from her all the time you should feel like an idiot when you're talking to highc caliber prospects about their subject. Yeah. Real quick, if you're a business owner and you are not growing as fast as you'd

[7:27] YouTube https://youtu.be/JqX5yCllMQQ?t=440 || The Best Bet in Business
like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[7:42] YouTube https://youtu.be/JqX5yCllMQQ?t=455 || The Best Bet in Business
so, we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at. And the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[7:54] YouTube https://youtu.be/JqX5yCllMQQ?t=467 || The Best Bet in Business
human resources, and finance. And so, no matter what you're struggling with, someone else has already struggled with it and solved it. And so, I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[8:08] YouTube https://youtu.be/JqX5yCllMQQ?t=481 || The Best Bet in Business
deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person


VIDEO
TITLE: Helping a Med Spa Sell High-Ticket Treatments
URL: https://youtu.be/KCN3v3cjwvw
PRIMARY_TOPIC: scaling
TOPICS: scaling, case-study,closing

[0:00] YouTube https://youtu.be/KCN3v3cjwvw?t=0 || Helping a Med Spa Sell High-Ticket Treatments
Uh, I own a medical spa with my wife. Sweet. Yeah. And, uh, so love med spas. We offer a ton of services, anti-aging services. The most popular ones are the least profitable ones. Cool. Um, so trying to determine strategy. Should we market the ones that are most popular? Try to get people in more and

[0:21] YouTube https://youtu.be/KCN3v3cjwvw?t=14 || Helping a Med Spa Sell High-Ticket Treatments
then look to upsell because the higher margin ones, I mean, you're talking like a 10 to 15x difference. Yeah. in revenue. So, I'm just trying to determine, do we market more general, come on in, we'll give you a year plan, or just market the baseline one, come in, and then just try to upsell after that.

[0:40] YouTube https://youtu.be/KCN3v3cjwvw?t=33 || Helping a Med Spa Sell High-Ticket Treatments
This is a great question, and it probably affects a lot of people here. It is a math question. So, you can solve this and actually know what the right answer is. And so, I'll just give you an example. So, let's say um Botox is people come in for example. All right. So, what how much Botox cost? What's

[0:57] YouTube https://youtu.be/KCN3v3cjwvw?t=50 || Helping a Med Spa Sell High-Ticket Treatments
your gross profit on Botox? Uh, so after we factor in all of our fixed costs like $58 per treat. Okay. So you make 58 bucks. Okay. Per Botox. So what does it cost to get somebody in the door? Uh, right now our CA is 202. Okay. So 202. Great. Now what percentage of these people can you sell into ice,

[1:19] YouTube https://youtu.be/KCN3v3cjwvw?t=72 || Helping a Med Spa Sell High-Ticket Treatments
you know, the cool sculpting or whatever else? Uh, or about like 40%. Okay. So 40% of the people. And what's the average ticket of the thing they buy or gross profit of the thing they buy afterwards? Uh like $1,300. Okay. So whatever this is, that's uh 400 520. So 520 + 58. So it's this times this, right? Is 578.

[1:48] YouTube https://youtu.be/KCN3v3cjwvw?t=101 || Helping a Med Spa Sell High-Ticket Treatments
Okay. So this is path one. Now if you mark it straight for this thing, what's cat? uh just overall I don't know individual for service line but overall just 202 okay so if you basically so to answer the question you just promote this up front see what CAC is and so here if you've got 202 to uh 578 you've you're

[2:15] YouTube https://youtu.be/KCN3v3cjwvw?t=128 || Helping a Med Spa Sell High-Ticket Treatments
like just under 3 to one right and so you're you're feeling it right now I'm guessing you're like I just need this to be bigger right and so um I think this upsell efficiency is pretty good to be honest with Um, now this you might be able to work on because I would bet that this can get expanded to like five or six thousand

[2:33] YouTube https://youtu.be/KCN3v3cjwvw?t=146 || Helping a Med Spa Sell High-Ticket Treatments
and then that would probably make all the difference in the world. And so in terms of med spas that I that we like because we I Leila likes med spa stuff and so I was like, "All right, let's just buy a chain and then you can get stuff for free to save me money." Anyways, so um uh but I I think I think this is

[2:51] YouTube https://youtu.be/KCN3v3cjwvw?t=164 || Helping a Med Spa Sell High-Ticket Treatments
actually probably where the deficiency is. I actually don't know if because like 200 bucks is fine. Um, especially like that's what it costs to get somebody for a gym membership and like you know like and that's a way lower than this. So this actually feels like the this actually feels like the problem

[3:06] YouTube https://youtu.be/KCN3v3cjwvw?t=179 || Helping a Med Spa Sell High-Ticket Treatments
to me is that and the conversion is okay. I think you might just need to see if you can sell bigger bundles and you might want to consider do you have financing? Yes. So you have third party third party or in-house? Uh third party. Huh. Okay. Yeah, then you might I think you just need to I think the I think you

[3:21] YouTube https://youtu.be/KCN3v3cjwvw?t=194 || Helping a Med Spa Sell High-Ticket Treatments
probably need to So you probably have a sales process to do in terms of how you're offering the main thing. And so I would consider wait till the next book comes out. You're going to love it. Um uh doing something called like a menu close. And so you sell the vacation and say like, "Okay, if you were to look

[3:36] YouTube https://youtu.be/KCN3v3cjwvw?t=209 || Helping a Med Spa Sell High-Ticket Treatments
like a goddess, these are all the things you need." And then everything they cross off, they just look uglier and older. And so they're like, it's like, "Okay, just look a little bit ugly, a little older. We can cross that off, though. No worries." Right? Haha. Okay. And so, and so you can start there though and

[3:50] YouTube https://youtu.be/KCN3v3cjwvw?t=223 || Helping a Med Spa Sell High-Ticket Treatments
it's just like, okay, because I'd rather start at ideal and then just try and figure out a way to make it work with their budget than try and just get a sale. Does that make sense? So, I'm going to bet that this is the problem. If you want, you could try and market this directly and then then you'd have, I guess, a 100% of people that

[4:07] YouTube https://youtu.be/KCN3v3cjwvw?t=240 || Helping a Med Spa Sell High-Ticket Treatments
would go into this because like if you could acquire customers, let's say let's say you acquire these people for $300, then it would make more sense to market that as the front end. My guess though is that you just need to boost this guy because this is fine. Yeah, you bet. I mean, I've heard of some men spots paying 200 bucks a lead.

[4:25] YouTube https://youtu.be/KCN3v3cjwvw?t=258 || Helping a Med Spa Sell High-Ticket Treatments
So,


VIDEO
TITLE: Helping a High School Tutoring Business Scale
URL: https://youtu.be/KPXGJBAoLGM
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/KPXGJBAoLGM?t=0 || Helping a High School Tutoring Business Scale
I sell high school English tutoring to parents of students mostly who want to study competitive courses like medicine at university. Mhm. We do 20k a month in revenue, 15k profit, so per year. That would be 250ish this year. And are you the only employee of the business? Uh no, I have six other tutors under me

[0:26] YouTube https://youtu.be/KPXGJBAoLGM?t=19 || Helping a High School Tutoring Business Scale
now. Okay. Um, and I would like to get to a million in revenue, okay, to start with. Okay. And then go from there. Okay. Um, at the moment I think what's stopping me is the offer and sales process. Okay. And so I've got sort of two questions. One is, can you help me with my offer? I'll do my best. Um and then the second one is

[0:55] YouTube https://youtu.be/KPXGJBAoLGM?t=48 || Helping a High School Tutoring Business Scale
specifically I booked a call to come to this workshop because I changed my advertising campaign in February and although my cost per lead dropped by 75% the traffic was horrible and then none of them continued as clients. So I was wondering if you had any thoughts around that. What were you doing when you were making

[1:17] YouTube https://youtu.be/KPXGJBAoLGM?t=70 || Helping a High School Tutoring Business Scale
sales? So, I had ads going to a short 3we summer program, okay? And then I just sort of varied that through the year and that worked really well through 2024. But, um, it sort of one thing I noticed was despite the fact that it was a short program, everyone who was coming through just kind of didn't really want the program. They

[1:38] YouTube https://youtu.be/KPXGJBAoLGM?t=91 || Helping a High School Tutoring Business Scale
just wanted ongoing tutoring. Mhm. So, and then that ad sort of started dying a little bit in February. So, I changed to an ad that was just for like ongoing tutoring. Uhhuh. Um, and I had like 100 people, but same targeting, same Yeah. Well, the other thing was that Facebook changed the targeting thing, so

[1:56] YouTube https://youtu.be/KPXGJBAoLGM?t=109 || Helping a High School Tutoring Business Scale
I couldn't target 35 and above. I think the minimum um or the maximum age limit I could put on it was 25. All right. So, I started getting a bunch more students coming through when usually I just want to talk to parents because obviously they make the decision. Goodbye. Yeah. Yeah. Okay. So, the issue is that you just

[2:16] YouTube https://youtu.be/KPXGJBAoLGM?t=129 || Helping a High School Tutoring Business Scale
have a demand problem. Um I think that so as much as you felt like people came in saying, "Oh, I just want this thing." So, I'll tell you I'll tell you a story that might illustrate the point. So, this called the ham and the garlic. So, little boy uh wants a dog. Begs his begs his dad for a dog. Um dad says no.

[2:35] YouTube https://youtu.be/KPXGJBAoLGM?t=148 || Helping a High School Tutoring Business Scale
Finally caves in and says, "I'll get your dog, but you have to take care of everything." So one day dad's away uh and then the kid uh comes crying to his grandmother because he has the dog and he realizes the dog has ticks and he's like, "Oh my dad, you know, oh my god, my dad's going to kill me." So

[2:47] YouTube https://youtu.be/KPXGJBAoLGM?t=160 || Helping a High School Tutoring Business Scale
grandmother says, "Hey, you know, give this uh give this garlic to the dog and it will um it'll eat it and it'll kind of sweat sweat it out and the tick will go away." So the kid tries to feed the dog and it does this and it doesn't want to eat it. So the kid's even more upset now. It goes back to the grandmother and

[3:02] YouTube https://youtu.be/KPXGJBAoLGM?t=175 || Helping a High School Tutoring Business Scale
says, "What do I do? It's not eating." She says, "Oh, you didn't just give it to it, did it?" She's like, "You have to wrap it in the ham first." She's like, "Then give it to them." So it goes back, wraps in the ham, dog eats it, you know, the day is saved and everything's good. So the moral of the story is you have to

[3:15] YouTube https://youtu.be/KPXGJBAoLGM?t=188 || Helping a High School Tutoring Business Scale
give people what they want in order to give them what they need. And so if people were buying the 3-week thing, some people might say, "Hey, I really just want like no person ever bought a gym saying like gym membership saying, I really want a lifestyle." Like never, not once, right? They want a six week

[3:32] YouTube https://youtu.be/KPXGJBAoLGM?t=205 || Helping a High School Tutoring Business Scale
challenge. They want a 21-day detox. they want a 28 day fix, whatever it is. And so if you sell a defined end thing on the front end, it really just becomes a sales motion to sell the thing that they then realize because you have a longer period of time to educate them on what matters, right? So we would say,

[3:47] YouTube https://youtu.be/KPXGJBAoLGM?t=220 || Helping a High School Tutoring Business Scale
okay, listen, we're going to help you lose 20 pounds six weeks, but let's be real, you know, Darthothy, like you are 50 lbs overweight. This, you know, 6 weeks from now, you're still going to not be happy with how you look. So why don't we just actually solve this problem for good? And now that she's in

[4:00] YouTube https://youtu.be/KPXGJBAoLGM?t=233 || Helping a High School Tutoring Business Scale
it, she's seen momentum. She's like, "Okay, now I'm into I'm into this and I want to stick longterm." Right. So, um I think for you, if the 3-we thing number one was selling, I would go back to that. Number two is it sounds like your creative might have just suffered. So, probably having more variation of the of

[4:15] YouTube https://youtu.be/KPXGJBAoLGM?t=248 || Helping a High School Tutoring Business Scale
the of the offer that actually worked. Number three is how do you upsell those people from the 3-week and the continuity, which is you just take the 3-week thing and then just bundle it against a one-year package. Okay. Generally, people Okay. So, two things. One, um, there are four terms in a school year. So,

[4:36] YouTube https://youtu.be/KPXGJBAoLGM?t=269 || Helping a High School Tutoring Business Scale
generally I bill like for those terms. Should I should I bundle the 3-we thing against like a term package or should I do it just against a year package to get them to I would do a year. Okay. And if you want an offer, what's the outcome that you give them? Hopefully, they score in the top. Generally, people want to be in the top

[4:57] YouTube https://youtu.be/KPXGJBAoLGM?t=290 || Helping a High School Tutoring Business Scale
10% of the state. Is there points though? Yeah. So, you get a score out of 50 and Okay. Yeah. So, you might say want 40 plus. You might say, you know, four points or 10% on your score or I'll keep tutoring you for free until you get it. Okay. That's pretty compelling. All right. And then the fear that you're going to

[5:20] YouTube https://youtu.be/KPXGJBAoLGM?t=313 || Helping a High School Tutoring Business Scale
have is what happens if someone just doesn't get the scores? They'll give up. I'm telling you, like people don't just keep studying for years and not get scores. Yeah, one other question I had is one of the biggest tutoring companies in my state does I think around a million a month and their offer is just a oneweek free trial

[5:40] YouTube https://youtu.be/KPXGJBAoLGM?t=333 || Helping a High School Tutoring Business Scale
or two weeks before the school year starts. Yeah. Why don't they just sell people straight into tutoring? That company. No, but you get my point is that it's a defined end thing. They let people they give them the the ham, which is what they want, try it, taste it, and then they sell them into the long-term thing.

[5:56] YouTube https://youtu.be/KPXGJBAoLGM?t=349 || Helping a High School Tutoring Business Scale
So, the fact that the 3-we thing works better than just go buy my continuity makes sense because continuity is rarely sold that way. Okay, cool. All right. Thank you. You bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100

[6:14] YouTube https://youtu.be/KPXGJBAoLGM?t=367 || Helping a High School Tutoring Business Scale
million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing

[6:28] YouTube https://youtu.be/KPXGJBAoLGM?t=381 || Helping a High School Tutoring Business Scale
where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with,

[6:41] YouTube https://youtu.be/KPXGJBAoLGM?t=394 || Helping a High School Tutoring Business Scale
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on

[6:55] YouTube https://youtu.be/KPXGJBAoLGM?t=408 || Helping a High School Tutoring Business Scale
the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
URL: https://youtu.be/KbzrRUnxKd0
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/KbzrRUnxKd0?t=0 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
so as far as where you go after that you sold the companies and then you started acquisition.com which is your essentially like big mega corp that's going to hold a portfolio of minority stakes and other companies that have you know startups or whatever that have three million a year or more in annual revenue up to a certain limit and you try and grow them from three to

[0:23] YouTube https://youtu.be/KbzrRUnxKd0?t=16 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
fifty or a hundred or like what is the general range again and by the way acquisition.com is it a c-corp and it holds llc's or no it's an llc um actually um but i have we have gone i'm actually looking at anyways not to get into legal jargon um but uh it is currently an llc and uh it holds llc's i think we have a couple s cars but it it

[0:46] YouTube https://youtu.be/KbzrRUnxKd0?t=39 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
does it does have interest in llc's or that's that's the way it's structured right now so uh deal size you know the smallest companies will take on is doing 250 000 a month the biggest company we have right now yesterday did 320 000 so like there's a range you didn't mean in terms of of size of company um so we take them you know i would say where we feel very comfortable is going

[1:08] YouTube https://youtu.be/KbzrRUnxKd0?t=61 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
from like three to fifty um that that feels very good to us um you know going beyond that the entire portfolio does over over that amount and i told you that company specifically but they're not you know they're not doing 300 000 every day they're probably closer to 200 a day um right now and so you know that's like a 6 million a month

[1:25] YouTube https://youtu.be/KbzrRUnxKd0?t=78 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
company um i don't know what is that 72 whatever yeah so uh yeah so we feel we feel good in that range which i would consider low mid market okay and is there like a net profit target you shoot for too when it comes to like i know you in general you talk about three million annual revenue is like your minimum you know if you're under that it's kind of like

[1:49] YouTube https://youtu.be/KbzrRUnxKd0?t=102 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
that's the ideal minimum scenario but net profit like what do you i know these are e-learning companies so the margin i'm assuming is a lot higher so is there like a target you shoot for in general yeah the minimum so it's three million with a million bucks in profit is kind of like the the minimum that we start with but like i'm less picky on how much margin they have coming in because we

[2:11] YouTube https://youtu.be/KbzrRUnxKd0?t=124 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
know what we know what we're gonna do to to move it you know what i mean so it's like i'd rather have all the the other things in place so that they have the potential you know they like well at the end of the day we're looking for an entrepreneur who's who's got you know under people character sincere candor and competitive greatness we want to see a marketplace

[2:27] YouTube https://youtu.be/KbzrRUnxKd0?t=140 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
where we see the potential to provide lots of value to and we want to see depth of experience in in their ability to fulfill those promises and so a lot of times people are you know when i see somebody who's like hey here's how i made 10k a month with an agency thing and they never scale their agency past 10k a month there's very limited value

[2:43] YouTube https://youtu.be/KbzrRUnxKd0?t=156 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
that they're going to be provided the avatar because they never really like did it and i think a big part of why you know jim lunch was so successful is that like we always knew what the next like 10 steps were because we didn't you know and if you've ever had this from like a mentor perspective i i i used to think i had heard when i was coming up that you should have

[2:59] YouTube https://youtu.be/KbzrRUnxKd0?t=172 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
somebody who's only like one or two steps ahead of you because you know it's been more recent for them blah blah but i would say like the more i've had some weather you know or some time under the belt the more i prefer to have people who are a few steps further ahead because if you take two steps ahead and then you realize that you should have you have to take 10 steps backwards because you did everything wrong that

[3:15] YouTube https://youtu.be/KbzrRUnxKd0?t=188 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
sucks and i think that that's a lot of the advice that's given up out there today which is why i made the youtube channel to begin with um so we look for the depth of experience so that we can figure out a way to have uh to create a premium brand that can command higher profits our prices and then translate to higher profits but to answer the original question which is what kind of

[3:32] YouTube https://youtu.be/KbzrRUnxKd0?t=205 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
profit we're looking for of the companies or what we think we can get to um i'd say the most profitable company we have right now is about 60 you know 60 net margins um jesus i would say we yeah usually we target around like 40. so like when these companies are in growth mode though too if they're all llcs with flow through taxation structures and they have 60 net margin

[3:52] YouTube https://youtu.be/KbzrRUnxKd0?t=225 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
or 30 does that mean that you and layla just take that hit personally because it flows right up to you and you're like i 4 minutes don't know how much active distributions you take from them as they're growing presumably i don't know if is it like just enough to offset your tax burden or like how does that play in because i'm thinking you have no active income from cash cow companies like a gym launch anymore so

[4:16] YouTube https://youtu.be/KbzrRUnxKd0?t=249 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
now i have these llc's under me all like siphoning up net profit that i'm responsible for but no other income other than my you know yeah so these businesses are much more like you know the berkshire hathaway businesses uh they are cash cows and they and we optimize for net free cash flow yeah um obviously we want to grow the companies but because of the nature of the companies that we choose or that

[4:40] YouTube https://youtu.be/KbzrRUnxKd0?t=273 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
we work with there's virtually no capex so there's no capital expenses that we have to reinvest to grow the businesses so we don't have to buy new inventory we don't have to buy any machinery we don't have to buy really anything the only thing we have to spend more money on is talent but anything that's in this type of business the talent is getting

[4:56] YouTube https://youtu.be/KbzrRUnxKd0?t=289 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
amplified by the fact that they have some sort of digital products or services or tech enabled services that enable us to get 10 times more for that person anyway so anytime we're adding somebody we're getting 10 times the return to begin with and you know to start with so they can cash flow as they grow very well

[5:13] YouTube https://youtu.be/KbzrRUnxKd0?t=306 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
okay so is there like do you take distributions at the early stage to offset your tax burden essentially and just yeah yeah yeah we take distributions like ownership okay cool and as far as like like i know you've mentioned you take on e-learning companies preferably because that's kind of like your bread and butter like for me prior to seeing gym launch i my experience of seeing e-learning was

[5:37] YouTube https://youtu.be/KbzrRUnxKd0?t=330 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
stuff like alex becker how to make money online stuff like that and you know those like big master classes of how to like start a shopify store like whatever that was my concept of e-learning modern and then i also saw some of those like i don't know i think there's like masterclass.com or they have some expert teach you how to like play the piano or like whatever they're an expert at like what do you guys

[6:01] YouTube https://youtu.be/KbzrRUnxKd0?t=354 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
i've heard you mention hair salon as an example of how to scale a hair spinning gym launch into each different type of business essentially or like so i would say that there's three i've never actually talked about this so this is fun so um i would say there's three sub categories within like education so you've got education for a specific skill that would be like violin or

[6:27] YouTube https://youtu.be/KbzrRUnxKd0?t=380 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
whatever right yeah i would say there's uh mass market education around business or income generating skills so it's say non-income non-income skills which would be like a b2c consumer uh education thing uh and then there's uh b to i'd say like b to b to c which is kind of like biz op uh how to make money doing something um and then there's i would say uh kind of niche down expertise which are

[6:49] YouTube https://youtu.be/KbzrRUnxKd0?t=402 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
more like improvement offers so it's you already are a wholesaler you already are a auto mechanic you already are a hair stylist you already are a massage therapist whatever it is and if you just do these 22 things you can make five times more money right and uh there are advantages and disadvantages to each of those we have all three of those types within the portfolio um i think that a lot of reason that the

[7:12] YouTube https://youtu.be/KbzrRUnxKd0?t=425 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
space so right now the space is getting more i would say institutional attention i mean it's it's super young still um because they are seeing the tremendous amount of cash flow and scale that these companies are achieving it's just not it just hasn't been it's still wild wild west it's still early days and i think that you know the demand for skills is not going

[7:35] YouTube https://youtu.be/KbzrRUnxKd0?t=448 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
anywhere and i think as formal education is has failed many people in their desire to you know have skills that can equip them to make money these things aren't going away and so our bet is on the fact that the players who are who are the best at their specific skills uh in terms of teaching and the monetization model that they wrap around it are going to be i think it is a winner take all model which is if you are the best math teacher the best math teacher should

[8:01] YouTube https://youtu.be/KbzrRUnxKd0?t=474 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
teach math to everyone and with technology they can and so that's kind of how we're structuring what we're making our bets on so like hypothetically if i'm a hair salon or something and i'm looking to like teach people how to scale their business i was i assume if i'm looking for a business for example locally i'm gonna go i'm probably still gonna go to google

[8:22] YouTube https://youtu.be/KbzrRUnxKd0?t=495 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
and be like you know sushi place near me or hair salon near me like do you stay up to date on like google algorithm changes yourself so then when you come in you can be like these are the current seo strategies or this is the gray hat tactics that you want to be aware of like like how do you kind of like finagle that because obviously you probably don't have the time to stay on top of that too

[8:45] YouTube https://youtu.be/KbzrRUnxKd0?t=518 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
so no no of course not um no i don't have that uh and so what so i'll kind of walk through the process so if we're taking a company on who's at three million usually they have some level of product market which is why three millions to cut off like if they're below three million like they're still kind of figuring their stuff out they still don't even have a core team yet so

[9:01] YouTube https://youtu.be/KbzrRUnxKd0?t=534 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
usually at 3 million 250 a month you're doing you know you got a core team of like 10 to 20ish people you know you have a a consistent acquisition channel it might not be as high as you want but it's consistent it's reliable right you're getting customers you know month and month out right and so usually at that point this is where i think a lot of people at that

[9:18] YouTube https://youtu.be/KbzrRUnxKd0?t=551 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
level will make the mistake of saying oh i need to just do more marketing um and that's usually not the answer usually they need to increase their lifetime value per customer so we need to you know stop losing people in the back end get the the customer experience we need to be make sure that we're tracking the right metrics get you know customer segmentation in place so we can match

[9:33] YouTube https://youtu.be/KbzrRUnxKd0?t=566 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
you know the product suite to the desires the customer and make sure that we're selling the right things to right people um and so we you know pair all that things in you know we might have to add some element of recurring to the to the business we might peel off things that are consumption versus uh you know continuous and then price accordingly to that and so we'll do those things first and a lot of times we need to hire a

[9:49] YouTube https://youtu.be/KbzrRUnxKd0?t=582 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
handful of people who have experience in those arenas and then put them into the business right this is a big part of formalizing it and so that that alone without even increasing acquisition we'll usually do the first triple so most times we can triple the first business without even without even doing anything to the acquisition the second triple and we think in triple so it's

[10:05] YouTube https://youtu.be/KbzrRUnxKd0?t=598 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
like first triple is typically uh going to be the back end the second triple will be adding channels of acquisition and so um now at this point because we have fixed the back end we have significantly more gross profit per customer that allows us to go uh go to these other channels far more profitably and acquire

[10:21] YouTube https://youtu.be/KbzrRUnxKd0?t=614 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
customers and so we have more room to make mistakes we have cash flow to fund the growth all that kind of stuff and so if if we were helping uh hair salons i'm not going to help hair salons i'm taking somebody who already is the expert in that so they're up to date on the google blah blah blah you know the map stack and you know the best referral strategies and how to partner with uh you know chiropractors send you hair to send you hair clients

[10:46] YouTube https://youtu.be/KbzrRUnxKd0?t=639 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
um and you know paid ads and whatever right so is this the sort of thing where you would have like if you had facebook ads whatever it is of your acquisition channel you're trying to drive them into like a click funnel where you then teach them how to scale their business via expert that's at the top with like that's the the whatever business you have is like the gym launches but for like i feel like i'm just trying to make sure i

[11:11] YouTube https://youtu.be/KbzrRUnxKd0?t=664 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
understand completely yeah so so with this hair stylist example right so if there's a if there's a hair stylist who let's say her name's sarah and she's making four grand a month and that's her life right and so she sees an ad for you know tammy who's making 20 000 a month cutting hair too and she's like well hot darn i'd like to make twenty thousand dollars a month instead of four and so you know she clicks the thing she watches the video that's like okay it's

[11:34] YouTube https://youtu.be/KbzrRUnxKd0?t=687 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
because they're they're doing way more you know extensions and colors than they are cuts because that's more profitable per hour that makes sense but how do i sell that stuff well you can schedule a call and they can walk you through cool okay so she goes walks through it she says you know what it makes sense for me to spend five thousand dollars which is one month to get to twenty thousand

[11:50] YouTube https://youtu.be/KbzrRUnxKd0?t=703 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
dollars every month the exchange makes sense cool so then they would walk her through the strategy which is like okay from here on out here's how you schedule your time slots here's the scripts that you use to get new customers when you make your instagram post this is how you do it when you set up your mac step this is how you do it when you get your referrals here's the referral script

[12:06] YouTube https://youtu.be/KbzrRUnxKd0?t=719 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
here's you know what i mean and so you go through all these things and then piece by piece they implement each of those kind of golden bbs into the business and then the business incrementally grows okay okay i think i understand so it's basically taking existing experts in their space we're trying to teach but teaching them how to

[12:24] YouTube https://youtu.be/KbzrRUnxKd0?t=737 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
scale their teaching essentially correct it's an education we're an education company okay so it is it's almost similar to like the alex becker of like every random niche of you know hair salon whatever whatever niche it is okay got it so i can see how that would be like exceptionally profitable i've considered that model before back in the

[12:47] YouTube https://youtu.be/KbzrRUnxKd0?t=760 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
day when i was trying to look at ways to make money but like i don't know have you ever considered that yourself doing master classes on entrepreneurship or is that just like well i have a youtube channel that's my master's class and i don't need to charge for it yeah that was why i identified with your stuff so much is

[13:03] YouTube https://youtu.be/KbzrRUnxKd0?t=776 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
because it was the first time i've seen somebody not try to push you into one of those things it was just like here's all the info take from that way you will sort of thing so yeah yeah it's awesome it's awesome dude yeah really so like as far as when you first come in and find holes to fill and like you specifically what do you have like a meeting every

[13:26] YouTube https://youtu.be/KbzrRUnxKd0?t=799 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
week with each company or portfolio or like how do you allocate your time to filling those holes well we have a team so it's not just us so you know we we get people from you know harvard business school and private equity groups who are growing portfolio companies and we bring them in so they already have tons of trench experience from what they're doing beforehand so you know one of our big things is we try and hire people who've already won an olympic gold not who are who say they

[13:51] YouTube https://youtu.be/KbzrRUnxKd0?t=824 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
can win an olympic gold so we want you to have already won a gold medal and just say cool just run that race here and so then they just can recreate the things that they already know now we already have our playbooks too for specifically the size of company and so the nice thing is that a lot of businesses

[14:05] YouTube https://youtu.be/KbzrRUnxKd0?t=838 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
ha often have especially because we're so specific in the types of business that we that we work with they have the same problems the same points and so you know just creating the the paint by numbers or the money by numbers playbooks were like okay here's how we remove the founder from the marketing here's how we set up the customer

[14:22] YouTube https://youtu.be/KbzrRUnxKd0?t=855 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
segmentation surveys here's how we you know create the creative cadence for organic here's the creative cadence for paid ads here's how we pick our messaging buckets on the marketing perspective here's how we do compliance so we can actually make sure that we're not being scammy where does right and that would just be like marketing for

[14:37] YouTube https://youtu.be/KbzrRUnxKd0?t=870 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
example same thing with sales it's like all right here's our speed to contact this is how we track you know utilization per rep this is how we do our call reviews this is what our uh you know monthly cadence needs to be for the sales director this is how they these are the ads the sales director needs to run to get the best sales guys this is the interview cadence like it's just

[14:54] YouTube https://youtu.be/KbzrRUnxKd0?t=887 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
it's just business it's just like this is how you build it you know um and so in terms of how we allocate it we look at the whole business and we say just where's the biggest lever here because all those things need to get done between now and 100. but which of those things need to be done first and so a lot of times we only pick

[15:10] YouTube https://youtu.be/KbzrRUnxKd0?t=903 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
three big rocks that we're gonna focus on and that'll probably be the first year in making sure that we truly execute those good things because a lot of times if you think about probably even you know your business or your businesses you're like if i just did one of these things for this business by the end of the year we'd triple and so it's really

[15:25] YouTube https://youtu.be/KbzrRUnxKd0?t=918 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
being ruthless in our prioritization and just keeping the founders and the leadership teams focused on that one priority because if you get that right you can usually mess up a ton of other stuff and still turn out okay right so like obviously you have a lot of people on your team who you've vetted and had head hunted or whatever it is who are capable of fulfilling these things on your behalf so where you plug in

[15:50] YouTube https://youtu.be/KbzrRUnxKd0?t=943 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
yourself obviously right now a big roi on your time is building social presence to then establish you know the perspective that you're the guy to go to to grow these three to whatever million dollar companies to the next level as far as how you plug in directly with the portfolio companies though if you have this team under you that is able to facilitate are you oftentimes

[16:15] YouTube https://youtu.be/KbzrRUnxKd0?t=968 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
trying to find more people that are of that same caliber of your team and you're like interviewing people yourself or how do you plug in with the portfolio companies exactly it's a combination you know i mean it's it's what constraint are the majority of them dealing with that we if for some reason we cannot handle which most times we can but we might say okay we're you know laila and i are spending a lot of time on this particular thing uh so i

[16:38] YouTube https://youtu.be/KbzrRUnxKd0?t=991 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
think we need somebody who's going to handle this particular slice right so i mean the benefit so most businesses go from generalist to specialists over time right so it's like it's harder to find the jack of all trades in the beginning which is usually why the owner does a lot of that in the beginning and then over time you know we replace the you

[16:54] YouTube https://youtu.be/KbzrRUnxKd0?t=1007 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
know the the head hunting function which is something that you know we replace we replace the you know the consecration function we create the crease replace the the sales directing function like all of these you know all these pieces and then in terms of how we interface with them directly they they very much are treated the same way the companies that

[17:10] YouTube https://youtu.be/KbzrRUnxKd0?t=1023 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
i owned before selling are traded which is we share them like we own them so you know i i do everything that i would do for gym launch i do everything that i would have done for prestige labs while being the owner which means that like i'm i'm not going to write ad copy because it's not a good use of anyone's time because if i write the ad copy the

[17:26] YouTube https://youtu.be/KbzrRUnxKd0?t=1039 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
business depended on me right but if i can usually help make or guide strategic decisions that absolutely is worth the time and so for us you know we have we review all the companies data monthly which is exactly what we do when we own all the companies we review the data monthly in terms of their financials we are interacting with them usually on a

[17:42] YouTube https://youtu.be/KbzrRUnxKd0?t=1055 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
daily or semi-daily basis from uh from like a messaging back and forth uh perspective we have open office hours all the time during the week so that we can hop on to solve you know specific issues um you know for the portfolio companies um and at the end of the day like we just make ourselves available like the

[17:58] YouTube https://youtu.be/KbzrRUnxKd0?t=1071 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
as much as it appears that i am extremely active on social um a big part of that is because uh caleb and the team make me look a lot cooler than i am uh and so the vast majority of my time i'd say conservatively 80 realistically 90 of my time is spent growing growing at like the portfolio companies because they grow i make more money so it's like i don't need more companies like

[18:22] YouTube https://youtu.be/KbzrRUnxKd0?t=1095 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
zuckerberg didn't need a side hustle you know what i mean like i can just get a handful of companies that are really good and that's that's the berkshire hathaway you know way it's just find really good companies and let them grow so how many do you have at this point under acquisition.com and then how many hours

[18:38] YouTube https://youtu.be/KbzrRUnxKd0?t=1111 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
do you spend on each one kind of per day we spend eight and then per day it varies dramatically by what season the business is in and do you have like a consolidated communication medium like at this point i have so many threads dude there's like a slack there's a an upwork there's you know group threads there's text there's signal there's whatsapp and i'm like

[19:03] YouTube https://youtu.be/KbzrRUnxKd0?t=1136 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
holy god damn dude yeah like so everybody everyone plays our play our way and that's part of coming onto acquisition.com so everyone uses our tech stack for for crm because it pipes into our tech stack so we can see the data and it gets pushed in real time so we don't waste all this time aggregating cleaning data which is a pain in the butt so that's a huge one that gets that's streamlined right off the bat uh

[19:28] YouTube https://youtu.be/KbzrRUnxKd0?t=1161 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
the second thing is from a communication standpoint everyone's on slack and so that's it everyone's on slack that's the way it works in terms of communication so in terms of systems we only use three you know we use zoom we use slack and we use hubspot that's it huh never used hubspot yeah you'd recommend it presumably okay yeah it's i mean honestly it it's more it's more important you have deep expertise within

[19:51] YouTube https://youtu.be/KbzrRUnxKd0?t=1184 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
a crm then i think the particular crm you choose like a massive company you know massive companies use zoho massive companies use salesforce massive companies hubspot yeah it's i think it's less important which one you choose more so that you are really good at the one that you choose yeah yeah as long as you have everything consolidate and you

[20:07] YouTube https://youtu.be/KbzrRUnxKd0?t=1200 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
don't go insane in the process so for you if you have you guys have eight companies you said under acquisition was that before you started like your really aggressive rise on social media was that at zero or were you already have i had um i had three or four i can't remember what timing was it was either three or four and how many more applicants do you have now relative to

[20:38] YouTube https://youtu.be/KbzrRUnxKd0?t=1231 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
that uh i mean i didn't even really have i mean the applicants before were just people who reached out to me that you know from from the sale or just from no you know industry stuff whatever they had heard of what we had done um oh you know what it's four so we had four we had four we've only taken four more since since this rapid rise okay um but the thing is is it's kind of like what i'm saying i mean our quote

[21:01] YouTube https://youtu.be/KbzrRUnxKd0?t=1254 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
acceptance rate right now is point two percent of companies that that apply um and it and it's just because we're not in a rush there's no there's no finish to the race it's much more like do we think that we can add a lot of value to these businesses and if we don't we just say like hey here's what we would do not sure if it's a perfect fit we should do the best you know what i mean and that's why we make all the free stuff so like hey like go use all that if you

[21:25] YouTube https://youtu.be/KbzrRUnxKd0?t=1278 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
know if it's not a fit and how many companies do do you actually end up on a call with to screen versus because if you have a point two percent acceptance rate or whatever i talked to every one of them really no god no i couldn't i just yeah that's what i was i was thinking that's impossible even if i even if i took one minute per a it would it wouldn't make sense um so do you have like one c-suite guy who

[21:49] YouTube https://youtu.be/KbzrRUnxKd0?t=1302 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
just like has a front line he's like the gates to get through to you or layla sort of thing yeah so hubspot has automated rules in terms of decision making so there's lots of black and white metrics that we can apply for decision making to the applications that come in and that will automatically screen you know

[22:06] YouTube https://youtu.be/KbzrRUnxKd0?t=1319 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
probably 80 of them um and then from there the 20 that's remaining he will probably visually screen another twenty percent out so probably get it down to six sorry another eighty percent so there are four percent that are left and then from there he'll probably talk to those four percent and then um

[22:23] YouTube https://youtu.be/KbzrRUnxKd0?t=1336 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
of that four percent he'll probably push one percent um to like a second call and then at that point we'd kind of talk about um you know it's it's a it's not a it's not a sales process you know i mean it's a 90-day process we do diligence on the company we talk to their entire leadership team uh we we want to get a good we want to get a pulse of the company because otherwise we can't figure out what value we can provide like if you know i mean

[22:48] YouTube https://youtu.be/KbzrRUnxKd0?t=1361 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
like if i don't know anything about the company then how am i going to say here's all the holes i can fill when i they might not have those holes so it's only when we very clearly understand all these things together and it checks every box that we then move forward and that's kind of the i mean right now the the average portfolio company that we have triples their profit within the first 12 months

[23:05] YouTube https://youtu.be/KbzrRUnxKd0?t=1378 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
wow so like it if and to be fair we we pick a tiny itty-bitty sliver of a box which is if you fit if you can sing the a abc backwards in arabic you know sitting on on one foot and rubbing your head and patting your belly um you know in your 3 million plus education entrepreneur uh you know in a niche or you know teaches an income skill um then then you're you know we're your

[23:28] YouTube https://youtu.be/KbzrRUnxKd0?t=1401 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
huckleberry um and that's just because i looked at the people who have really good um uh private equity funds and they niched out for good reason because you learn a ton and the more times we do it the better we get at it uh and so then we get the more paid by numbers this becomes so we can just say with more and

[23:44] YouTube https://youtu.be/KbzrRUnxKd0?t=1417 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
more confidence and increase certainty and faster decisions that we can get some from point a to point b so you mentioned you have screening criteria that screens out 80 of people in hubspot but like on your on your website for example you put in your name your website email phone number annual revenue annual

[24:02] YouTube https://youtu.be/KbzrRUnxKd0?t=1435 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
profit book a call when you when you book a call like how do you get screened above and beyond like couldn't do you have a bunch of people rely on this form and then how do you well the button says book a call because it converts better than submit but the second second screen there if you were to submit you know click book a call in order to book a call you have to fill out the company intake form which is like 20 questions okay so that's the next thing so there's 20 questions there

[24:27] YouTube https://youtu.be/KbzrRUnxKd0?t=1460 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
um that are much more in depth which is like how many acquisition channels do you have what percentage are they attributed to you know what is your churn right now what's average price how many you know what's your sales velocity how many units per month are you selling and so we get a much better uh you know where you incorporate it out of how many founders do you have what's the you know

[24:43] YouTube https://youtu.be/KbzrRUnxKd0?t=1476 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
all those types of questions that we would want to normally figure out and those are usually questions that we would ask on a phone call we just ask them beforehand and then from there we can get a really good pulse on the company because if we look at somebody's website and you know on and we know what

[24:59] YouTube https://youtu.be/KbzrRUnxKd0?t=1492 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
platforms are advertising on we can look at their advertising which is what we'll do we'll go look at the advertising we'll look at the stuff um but oftentimes a lot of people apply and don't meet the black and white metrics you know they're like i'm going to be at 3 million we're like well you know yeah it's like yeah yeah i mean yeah it's

[25:16] YouTube https://youtu.be/KbzrRUnxKd0?t=1509 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
it's not and i and i and i love the community and i and i and i root for everybody to do it um but it's just because of the nature of it's just it's a time constraint you know what i mean so there's a reason warren buffett has a hard time allocating his capital it's because there's not that many hundred billion dollar fish that he can spend

[25:33] YouTube https://youtu.be/KbzrRUnxKd0?t=1526 || How Alex Hormozi Vets New Companies And Grows Them Quickly (More Plates More Dates, 25min)
his money on like he could double his money if he bought million dollar things but then he would still have 149 billion 999 199 million left to spend you just couldn't do it time wise \=== 2. MOREMOZI - NEXT 350 TACTICAL SHORTS (deduped) ===


VIDEO
TITLE: Helping an E-Com Brand Scale Past $3M
URL: https://youtu.be/LrsUgepHc3Y
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/LrsUgepHc3Y?t=0 || Helping an E-Com Brand Scale Past $3M
And we have What do you sell? We sell two-way radios. Two-way radios. Interesting. Okay. Like walkie-talkies. Yeah. Like kids like adults. I know like professional and and hobbyists is what we sell. Yeah. How long how far away? I'm just curious. How far do they reach? Yeah. Uh it's line of sight unless you have a

[0:17] YouTube https://youtu.be/LrsUgepHc3Y?t=10 || Helping an E-Com Brand Scale Past $3M
repeater on a tower and then it's like regional. Sweet. Yeah. Cool. Okay. Okay. So, uh 80% uh B TOC like hobbyists mainly and like 20% B2B. And so I would say for I mean we've had the business for like 20 years but for the last five we've done e-commerce with that 80% and when you talk about like more better

[0:38] YouTube https://youtu.be/LrsUgepHc3Y?t=31 || Helping an E-Com Brand Scale Past $3M
best like I feel like we've like skin that cat is almost as many ways as we possibly can. What's revenue? It's 3.5 million. Okay. Yeah. And so 80% of that so 300 sorry three million a year is coming from ads. Yeah. Okay. Um and and there may be like some more opportunity there, but obviously the B2B just has like an explosive

[0:59] YouTube https://youtu.be/LrsUgepHc3Y?t=52 || Helping an E-Com Brand Scale Past $3M
amount of opportunity comparatively. So how do you know when and how to pivot? So it's a really good question because typically with e-commerce it's usually like so do you have like a do you have a little bit of a brand a little bit of a following and people are like we definitely do on the hobbyist side

[1:15] YouTube https://youtu.be/LrsUgepHc3Y?t=68 || Helping an E-Com Brand Scale Past $3M
but we don't have very much presence in the commercial market. Yeah, that's okay though. That's fine. Um we were who was my weed guy yesterday? Yes, we were talking about weed stuff yesterday. So, um, when you're thinking about, so normally, and I, to be very clear, um, I've only had one e-commerce business that got to like 20-ish a year.

[1:34] YouTube https://youtu.be/LrsUgepHc3Y?t=87 || Helping an E-Com Brand Scale Past $3M
So, I I hedge this answer as that's my only experience directly in e-commerce. Um, but typically you get to about a million a month and that that's usually where people start to see the cap. Obviously, depends on the size of the market, but usually around a million a month is where it gets a little bit more

[1:49] YouTube https://youtu.be/LrsUgepHc3Y?t=102 || Helping an E-Com Brand Scale Past $3M
difficult to scale. Again, not to say that there aren't AG1 who does a gazillion dollars like generally. And so that's when having wholesale distribution, you just do it on top of that. And so the idea is that you run the B TOC, you know, straight to consumer side. And what that does is then you get all of these people.

[2:07] YouTube https://youtu.be/LrsUgepHc3Y?t=120 || Helping an E-Com Brand Scale Past $3M
Basically, the value proposition the wholesaler is not please give me distribution. It's I'm going to send people in the door to buy my product and they're going to buy other stuff at your store, too. And so that's the shift in terms of the value proposition to the Well, I I think I need to reexlain a

[2:21] YouTube https://youtu.be/LrsUgepHc3Y?t=134 || Helping an E-Com Brand Scale Past $3M
little bit. So it's not B2B in terms of distributing to consumers. Okay. It's B2B in terms of like actually selling to like firemen, county government, hotels, warehouses, like that kind of thing. But 80% of your revenue is hobbyists. Yeah. Do you know how many like what the market size is for walkie-talkies?

[2:46] YouTube https://youtu.be/LrsUgepHc3Y?t=159 || Helping an E-Com Brand Scale Past $3M
I know. I know I'm saying the wrong word, but there's like 800,000 hobbyists in the United States. Not all of those are into like exactly what we do, but we know there's like uh how many a month that do the that get their DMR license? 2,000 a month that are getting a new license. So, we know there's like a

[3:04] YouTube https://youtu.be/LrsUgepHc3Y?t=177 || Helping an E-Com Brand Scale Past $3M
continuing amount of people. So, um what's the ticket size? Uh our like average order value it's about $275. Okay. So you're doing a th000 orders a month at like 1,200 orders a month. Call it that. Sound about right? Okay. So you're doing 1,200 orders a month. So that's 40 a day. Does that limit I'd still want to go bigger? Like just

[3:30] YouTube https://youtu.be/LrsUgepHc3Y?t=203 || Helping an E-Com Brand Scale Past $3M
like if like if I were you, I'd be like how can I make this creative like that much better? That would probably like that would be probably like my first thing I would look at. Um, and I would I would I would put really strong incentives around UGC, which I'm guessing you guys We do that. Yeah. Yeah. I just like put as much

[3:46] YouTube https://youtu.be/LrsUgepHc3Y?t=219 || Helping an E-Com Brand Scale Past $3M
lubrication around that so that I could get like 50 ads a month in. Yeah. We actually have a giveaway every month and part of the giveaways people send in their UTC content. It's like a constant. Okay. So, I mean, normally I'd still keep pushing, but how how much do you know about the the B2B space in terms of acquiring

[4:07] YouTube https://youtu.be/LrsUgepHc3Y?t=240 || Helping an E-Com Brand Scale Past $3M
customers there? Like, you have 20% of your business that's there now. How did that come to be? So, a lot of that is actually probably more referral because a lot of hobbyists are in businesses and so a lot of times we get it that way. Um, we have done just a little bit of like Facebook ads and things like that and we do have a

[4:25] YouTube https://youtu.be/LrsUgepHc3Y?t=258 || Helping an E-Com Brand Scale Past $3M
tiny like email list on that side that we mine. So, you run ads on that side. Gone and knocked on doors too. Okay. But you run ads on that side or no? We haven't done a lot yet. Yeah. The difficult the thing that I'm I'm so hesitant about with it is that most I would imagine most the the walk and I'm using transistor radio. Is that

[4:44] YouTube https://youtu.be/LrsUgepHc3Y?t=277 || Helping an E-Com Brand Scale Past $3M
is that what did I say it wrong? Uh it's called it it would be like a handheld radio. Handheld radios. Okay. Twoway radio. I apologize. So handheld radios. I would imagine that most of the handheld radio users or buyers would be government. A lot of them are. Yeah. Right. And so it's such a different pro.

[5:00] YouTube https://youtu.be/LrsUgepHc3Y?t=293 || Helping an E-Com Brand Scale Past $3M
It's like it's a totally different business. And that's why I like hesitate a little bit. Um I would I would pull out every single possible last stop on seeing if I can just push the three million to a million. uh 3 million to 10 million a year personally. Um and like I think some of the stuff that I said earlier

[5:21] YouTube https://youtu.be/LrsUgepHc3Y?t=314 || Helping an E-Com Brand Scale Past $3M
with like CRO, increasing creative, like all of that stuff applies for you. Um adding upsells to the funnel so that you can increase average order value because that might like with the business I talked about yesterday like us doubling average order value 5xed our ability to advertise. And so you probably there's probably are

[5:36] YouTube https://youtu.be/LrsUgepHc3Y?t=329 || Helping an E-Com Brand Scale Past $3M
you only on one channel in terms of your advertising or where you advertising? We're everywhere. Facebook, Instagram, Google. um on all the social platforms, reals, YouTube, we have a YouTube channel, Amazon. Yeah, I'm just so hesitant because it sucks. This is such a different process. Yeah. Oh, I will say one thing. There is

[5:58] YouTube https://youtu.be/LrsUgepHc3Y?t=351 || Helping an E-Com Brand Scale Past $3M
some crossover because uh with really like the emergency services side because a lot of hobbyists uh help with like community emergency services. Yeah. And so sometimes that crosses over into like volunteer firemen or county governments or that kind of thing. So there is kind of maybe some segue there.

[6:16] YouTube https://youtu.be/LrsUgepHc3Y?t=369 || Helping an E-Com Brand Scale Past $3M
This is what I would do. I have my idea. This is how I would bridge the gap. I would email because you probably have a massive list at this point on the on the hobby side. Did you already do this? We have a massive list. I don't know what you're gonna say, but Well, I would ask the list if they know

[6:30] YouTube https://youtu.be/LrsUgepHc3Y?t=383 || Helping an E-Com Brand Scale Past $3M
anybody who Do you know any law enforcement, firefighters, whatever? We're getting so much feedback. um we would like to help our first responders get into this. If you have somebody or you work for one of those companies, we'd love to figure out a way that we could make something that works for you. I would probably do that

[6:46] YouTube https://youtu.be/LrsUgepHc3Y?t=399 || Helping an E-Com Brand Scale Past $3M
as my my trying to get the foothold in. And so you may end up finding out that one out of every hundred uh you know consumers that you sell has a tie directly or indirectly to one of those organizations. And so if you're selling 1,200 a month, you might get 12 really qualified leads. We do do that. But one

[7:02] YouTube https://youtu.be/LrsUgepHc3Y?t=415 || Helping an E-Com Brand Scale Past $3M
thing I thought of was wondering if we could give them an incentive like, "Hey, we'll give you a free radio deal." Yeah. You do what you want. Yeah. Yeah. So, yeah. Give someone a free radio. Absolutely. Give them two. If like if you think like what's the cost to acquire a police department if you give away your cost on a radio is

[7:19] YouTube https://youtu.be/LrsUgepHc3Y?t=432 || Helping an E-Com Brand Scale Past $3M
probably like what, 850 bucks or something like that. Yeah. Like would I pay $50 to get a I would I'd give them 10 of them. You know, give them to all your friends. You can hang out. uh you know um that would probably be my my first play. Okay, that help a little bit? Little bit. Okay, if you're a business

[7:36] YouTube https://youtu.be/LrsUgepHc3Y?t=449 || Helping an E-Com Brand Scale Past $3M
owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they

[7:51] YouTube https://youtu.be/LrsUgepHc3Y?t=464 || Helping an E-Com Brand Scale Past $3M
got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing,

[8:03] YouTube https://youtu.be/LrsUgepHc3Y?t=476 || Helping an E-Com Brand Scale Past $3M
sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information. And

[8:18] YouTube https://youtu.be/LrsUgepHc3Y?t=491 || Helping an E-Com Brand Scale Past $3M
if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Hospitality Consulting Business Scale
URL: https://youtu.be/LtSWOAuKjG4
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/LtSWOAuKjG4?t=0 || Helping a Hospitality Consulting Business Scale
Uh I have a bar consulting business. So my business partner and I uh do cocktail programs, training programs, and implementation of systems, restaurants, hotels. Bar. I think you're thinking bar like the ballet bar. Okay, I'm here. Yeah, we're good. Bar like Yeah. Not of this. Okay. Yeah. So we uh we kind of came to the

[0:20] YouTube https://youtu.be/LtSWOAuKjG4?t=13 || Helping a Hospitality Consulting Business Scale
realization after being here for last two days. We're trying to decide whether to go with the sort of volume play where it's like a $20,000 offer uh where we do like basic 12 cocktail menu 4 day implementation um which may or may not have some like ARR associated with it like ongoing monthly or go upmarket and go after the

[0:44] YouTube https://youtu.be/LtSWOAuKjG4?t=37 || Helping a Hospitality Consulting Business Scale
big guys. So we work with like Capital One, Virgin Voyages, uh these huge guys, but it's bespoke. So in my mind, more difficult to scale, hire for trying to figure out which way we should go. Which one do you do now? We we do both like split like from revenue standpoint more or less 5050 from like number of clients

[1:07] YouTube https://youtu.be/LtSWOAuKjG4?t=60 || Helping a Hospitality Consulting Business Scale
like 20% white glove which is what we call it and then the remainder is u the the lower the lower tier offer. How much of your staff would you say is on the white glove versus the lower level? Like which one? Two for the white glove founder still working on two full me. I was say what you're gonna say.

[1:42] YouTube https://youtu.be/LtSWOAuKjG4?t=95 || Helping a Hospitality Consulting Business Scale
I mean I was gonna say which one. Okay. So I think Sometimes the question is like we think about like well what's more scalable but I think both of us come back to the same thing very often which is like how do we scale what is unscalable and so if your best customers and this is like I would be thinking

[2:00] YouTube https://youtu.be/LtSWOAuKjG4?t=113 || Helping a Hospitality Consulting Business Scale
about this which is like which ones are easier for me to find uh easier to retain uh and then probably harder to fulfill right um easier to find easier to retain but they're harder to fulfill that's usually what's unscalable right and then people Oh my gosh, how am I going to be doing this forever? And it's like, you

[2:17] YouTube https://youtu.be/LtSWOAuKjG4?t=130 || Helping a Hospitality Consulting Business Scale
won't be doing it forever. We will figure it out eventually, but like there are ways to scale what is quote unquote scalable. And so I think a lot of times when people want to go down market, it's usually because that feels hard to do because you're in it right now or like somebody who's very talented. It's like,

[2:32] YouTube https://youtu.be/LtSWOAuKjG4?t=145 || Helping a Hospitality Consulting Business Scale
well, how would we do that? And that kind of goes back to like the unicorn and a few other things that we talk about. Um, when it comes to key manner risk, I'm a fan of doing what is unscalable, you know, like and figuring out how to scale that because I think that's where the best companies are created. And so I like the thought of if

[2:49] YouTube https://youtu.be/LtSWOAuKjG4?t=162 || Helping a Hospitality Consulting Business Scale
those customers that are the white glove are easier to find, easier to retain. Um, and maybe probably have higher margins, I would imagine, on those. Higher margins. Yeah. Or wait, you looked hesitant. Well, it's it's a longer lifetime value for sure because we work on like three contracts, two contracts. It's

[3:06] YouTube https://youtu.be/LtSWOAuKjG4?t=179 || Helping a Hospitality Consulting Business Scale
definitely takes more man hours to service them, you know, but the gross margins are higher. Correct. Yeah. Ultimate ultimately ultimately Yeah. Because they go on these like expensive retainers which the lower value ones can't do. But they are very difficult to find like in four years we have four.

[3:23] YouTube https://youtu.be/LtSWOAuKjG4?t=196 || Helping a Hospitality Consulting Business Scale
Yeah. So but you have a reliable acquisition system for the low the the the smaller ones. Correct. Wouldn't call it reliable. How do you find each of them? Uh so for the first three years we were in business we did affiliate referral networking personal contacts. Uh when we outgrew that because of the size of our

[3:42] YouTube https://youtu.be/LtSWOAuKjG4?t=215 || Helping a Hospitality Consulting Business Scale
team we started moving into more paid ads. Um paid ads has done okay. Did really well at the beginning of the year. Did terrible during the summer. I think that was largely because of the agency we chose. Um and so now we're kind of like which channel do we focus on? But I think first we need to figure

[3:58] YouTube https://youtu.be/LtSWOAuKjG4?t=231 || Helping a Hospitality Consulting Business Scale
out which avatar do we go after? I would say go where you're getting customers. Okay? Because like if we say like I think okay what do you do after this conversation? So if we were to say like we play it out. So let's say you did the white glove. It's like okay now what do you do? It's like okay now we just wait.

[4:17] YouTube https://youtu.be/LtSWOAuKjG4?t=250 || Helping a Hospitality Consulting Business Scale
It's like that's not good right? And so you have to have there has to be a core activity that we can draw this to. I think we were talking yesterday about how you do events right? Um it's like okay well it seems like it's halfhazard sometimes when you get these things but it's like well every event I

[4:32] YouTube https://youtu.be/LtSWOAuKjG4?t=265 || Helping a Hospitality Consulting Business Scale
go to I get 10 contacts from those 10 contacts I close two and it's like okay well then how do I do and like a good friend of ours um is in the real estate industry and he's for brokers and uh he figured out that equation and so he's doing 66 sick events in Q4 66 Jesus on his own flying out and they're going to do 1.2 2 billion.

[4:56] YouTube https://youtu.be/LtSWOAuKjG4?t=289 || Helping a Hospitality Consulting Business Scale
Yeah. But he he f like he 5xed the market cap in 24 months by working his ass off. And so I'm bringing this up to say like if you had one thing that you found those four from which felt haphazard. It's us like things feel volatile when volume is too low. And so people are like I'm making content but it's really like you know I

[5:17] YouTube https://youtu.be/LtSWOAuKjG4?t=310 || Helping a Hospitality Consulting Business Scale
only get a customer every week or so that you know comes from it. It's like right you're just you get it's for every seven pieces of content you get one customer. So it's like we do 450 per week and so that's why we get more than you. Right. I'm only trying to say is like if you can narrow it down to the activity then

[5:33] YouTube https://youtu.be/LtSWOAuKjG4?t=326 || Helping a Hospitality Consulting Business Scale
it's like you probably just need to do 10 or 100 times more of that one activity. And so we both like the white glove one better. That customer is better. That business that has a retainer with enterprise customers is more valuable. Sure. So if find them, right? If you can't find them, then yeah, go run ads and get better at that

[5:53] YouTube https://youtu.be/LtSWOAuKjG4?t=346 || Helping a Hospitality Consulting Business Scale
and expand it. But the the the 2011 play is how do I zero in on that? What events are they going to? What networking things? And then it's just like you probably just need to do a hundred events to go get 15 of those a year and then all of a sudden your business blows up. Yeah. Does that make sense?

[6:09] YouTube https://youtu.be/LtSWOAuKjG4?t=362 || Helping a Hospitality Consulting Business Scale
100%. Okay. Thank you. Yeah. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[6:26] YouTube https://youtu.be/LtSWOAuKjG4?t=379 || Helping a Hospitality Consulting Business Scale
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of

[6:38] YouTube https://youtu.be/LtSWOAuKjG4?t=391 || Helping a Hospitality Consulting Business Scale
the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap,

[6:52] YouTube https://youtu.be/LtSWOAuKjG4?t=405 || Helping a Hospitality Consulting Business Scale
plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas

[7:06] YouTube https://youtu.be/LtSWOAuKjG4?t=419 || Helping a Hospitality Consulting Business Scale
and we'll do this in person live.


VIDEO
TITLE: Helping a $6M Finance Business Scale to $30M
URL: https://youtu.be/Lww55zuwDIA
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/Lww55zuwDIA?t=0 || Helping a $6M Finance Business Scale to $30M
I sell car loans to entrepreneurs. Uh we do 6 million revenue. Cool. We'd like to be at 30 million revenue in 2027\. Okay. Um what's stop what's stopping me is that the CPA is getting higher and higher. When we started out it was like400500. Mhm. Uh now it's almost 900 euros, sometimes even,000 euros. Okay.

[0:23] YouTube https://youtu.be/Lww55zuwDIA?t=16 || Helping a $6M Finance Business Scale to $30M
And I think we're overcompensating the sales reps. Okay. like 30% of revenue is for uh uh wages for sales reps. What do you what's LTV to CAC? So, what do you make on a loan? Like 2.5. So, you make $2,500 and it's costing you It was costing you 600. Now, it's costing you 900 for the same deal. Is that correct?

[0:44] YouTube https://youtu.be/Lww55zuwDIA?t=37 || Helping a $6M Finance Business Scale to $30M
Yeah. Okay. Something like that. Okay. Um actually just wrote an email about this today which will go out in like six weeks. Um, so, uh, fundamentally, if ad costs are going up and so you feel like there's some sort of ceiling, like you want to spend more, but you can't spend more because the ad the cost goes up, there's basically one

[1:02] YouTube https://youtu.be/Lww55zuwDIA?t=55 || Helping a $6M Finance Business Scale to $30M
of three potential problems for solutions. So, problem number one is that the LTV needs to get fixed. And this is just a fact of life. As you go to colder and colder audiences, you you get out of your kind of honeymoon phase of the easiest targeting, which the absolute highest interest, you know, most

[1:21] YouTube https://youtu.be/Lww55zuwDIA?t=74 || Helping a $6M Finance Business Scale to $30M
You know what I'm saying? That very small amount of people who are perfect fits and then it just continues to go wider and broader, right? And so the way to fix that is that we have to increase LTV so that you can spend more. The second um reason that this would be limited is based on the quality of the creative. And so um

[1:40] YouTube https://youtu.be/Lww55zuwDIA?t=93 || Helping a $6M Finance Business Scale to $30M
uh I think a month ago we had uh you guys seen the um Old Spice ad the you know the the guy that whole famous ad. Um, so the guy who made the ad actually came here. Uh, kind of cool. Uh, so I we got to chitchat about that. Um, but what's interesting about that ad is that that ad was so good that they could show

[2:00] YouTube https://youtu.be/Lww55zuwDIA?t=113 || Helping a $6M Finance Business Scale to $30M
it to everyone and they went from like 20% of the market to 70 with one ad campaign. And so to me, that is like the the perfect example of what like complete S tier creative, like the maxed out creative of just amazing advertising is. And so a lot of businesses will get stuck at $1,000 a day, for example, and say like, I think

[2:21] YouTube https://youtu.be/Lww55zuwDIA?t=134 || Helping a $6M Finance Business Scale to $30M
I' we've capped our market. When in reality, it's you've capped your creative. And so in order to break through that, the quality of the creative needs to go up and the volume also needs to go up by consequence. And so in the companies that we spend like 100,000 a day in, in terms of our uh ad spend, we we create,

[2:40] YouTube https://youtu.be/Lww55zuwDIA?t=153 || Helping a $6M Finance Business Scale to $30M
you know, 50 100 pieces a week that are going out in terms of ads. And then we do that at first and then we follow kind of Google's 702010 kind of rule which is 70% of the creative that goes on from that point going forward is the highest performing hooks from historic. Uh 20% is kind of adjacent to that. Uh so just

[3:03] YouTube https://youtu.be/Lww55zuwDIA?t=176 || Helping a $6M Finance Business Scale to $30M
kind of like remixes, remakes slightly different versions of the originals. And then 10% is the wild ideas that you've been saving. But since it's only 10%, you're going to only pick the ones you're like, I think this one's going to work because you have 20 crazy ideas because you're an entrepreneur and you

[3:17] YouTube https://youtu.be/Lww55zuwDIA?t=190 || Helping a $6M Finance Business Scale to $30M
think that'll be awesome. But you just got to pick the one or two. Um, and so that's problem two that could um be the reason that that that you are capped. So um either you are not the creative sucks, your LTV is too low. Um and there was a third one which I forgot. Uh but there were three in the email. And so,

[3:39] YouTube https://youtu.be/Lww55zuwDIA?t=212 || Helping a $6M Finance Business Scale to $30M
uh, the question that I would have for you is which one of those do you think is the issue? Um, I think the LTV is like is is too low to kek. So, we have to uh make the LTV higher. Um, but also we we have to get more creative, better hooks. I think that's the the key to uh better scaling. the backend becomes the arms race of

[4:08] YouTube https://youtu.be/Lww55zuwDIA?t=241 || Helping a $6M Finance Business Scale to $30M
every business that spends money to acquire customers, which is many businesses. Uh, and so if you look between industries, the benchmarks for plumbing businesses in North Dakota, the cost to acquire a customer is going to be more or less the same between businesses. So, as much as we like to think that we have some like very

[4:24] YouTube https://youtu.be/Lww55zuwDIA?t=257 || Helping a $6M Finance Business Scale to $30M
special sauce about like our sales team somehow magically sells different even though we recruit from the exact same pool and compensate the exact same way, like we think it's somehow different. But in reality, like we run similar ads, we run similar promotions, we have similar sales team, similarly

[4:37] YouTube https://youtu.be/Lww55zuwDIA?t=270 || Helping a $6M Finance Business Scale to $30M
compensated, pull from the same talent pool. And so, so CAC is typically very similar between businesses. But where you get the outsized returns are that some businesses can have 10 times the LTV and that's how they ultimately win. So I think you're right. Um, so when I when I buy a business, I I typically fix

[4:54] YouTube https://youtu.be/Lww55zuwDIA?t=287 || Helping a $6M Finance Business Scale to $30M
it back to front and then I look at the creative and think, okay, how do we just do a ton more volume here? Typically, because we just don't even have enough data to figure out what the best ones are. So like let's do way more then look at the top 10% then do more of that and that process just never ends.

[5:09] YouTube https://youtu.be/Lww55zuwDIA?t=302 || Helping a $6M Finance Business Scale to $30M
Does that help? Yeah. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[5:26] YouTube https://youtu.be/Lww55zuwDIA?t=319 || Helping a $6M Finance Business Scale to $30M
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of

[5:38] YouTube https://youtu.be/Lww55zuwDIA?t=331 || Helping a $6M Finance Business Scale to $30M
the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap,

[5:52] YouTube https://youtu.be/Lww55zuwDIA?t=345 || Helping a $6M Finance Business Scale to $30M
plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas

[6:06] YouTube https://youtu.be/Lww55zuwDIA?t=359 || Helping a $6M Finance Business Scale to $30M
and we'll do this in person live.


VIDEO
TITLE: The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
URL: https://youtu.be/MQ7EFznGWUI
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/MQ7EFznGWUI?t=0 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
so we are sitting down with an individual right now massive entrepreneur best-selling author of three books exited seven companies sold one of them for 46 A5 million and now is a managing partner with his amazing wife Lea of acquisitions.com which you guys manage a portfolio of over $200 million yeah right now we have 10 companies that do about 200 million a year wow insane so my audience watches they they know I

[0:24] YouTube https://youtu.be/MQ7EFznGWUI?t=17 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
don't collaborate with a lot of salespeople now when I watch you bro your stuff it's so it makes so much and it's so digestible you'll hear a lot of sales trainers and it all sounds the same my first question is this where the did you study sales bro like who was it from where did where did it start who you start was it Brian Tracy where did you learn from so really interesting um

[0:42] YouTube https://youtu.be/MQ7EFznGWUI?t=35 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
I actually only learned about the sales world after I'd already done 4,000 sales and so I looked and that was in gym launch that was in my gyms so I started as a brick and mortar gym owner and so I remember the first time I was like it's actually funny cuz I graduated from college and one of my dad's friends is like hey you should work at my office he

[0:59] YouTube https://youtu.be/MQ7EFznGWUI?t=52 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
was a wealth manager yeah and he was like you'd work in sales and I was like I'm not a Salesman I'm an academic you know I'm a I'm a I'm a I'm a student and he was like all right man whatever and so I I end up getting into fitness and then as soon as I opened my doors I was like shoot how am I going to get money I

[1:13] YouTube https://youtu.be/MQ7EFznGWUI?t=66 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
was like I got to get these strangers to give me money and then I guess that's when I started realizing I had to sell and so um all of the sales that I learned was literally face to face in person so I was very fortunate that I uh learned how to run Facebook ads in 2013 so really really early to Facebook ads and so I was able to get leads really cheap and so for basically like four

[1:32] YouTube https://youtu.be/MQ7EFznGWUI?t=85 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
five years I took 20 iners consults a day um and so I got a lot of reps and so what ended up happening is I started developing my my team is that I had more and more locations and I closed at such a high percentage also just because I got more reps than anybody El that they would just start stacking they would stack like a week's worth of sales for

[1:49] YouTube https://youtu.be/MQ7EFznGWUI?t=102 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
me and I would go to like La Habra one day and do 25 sales and then I would go to my you know lamara location do 25 sales then I go to Hunting Beach and I do another 25 Sal and so and you weren't training at this time you were just doing them just learning yeah just selling yeah just selling you weren't you weren't like listening to sales trading or anything that I didn't even know that world existed I didn't know

[2:07] YouTube https://youtu.be/MQ7EFznGWUI?t=120 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
the whole world existed at all I only found out about it when I wanted to scale my sales team so I had six gyms I sold those and then I started doing gym turnarounds so I started because I was really good at marketing and sales for the gyms so I was like man I would fill my gyms up so fast that I was like I honestly just need gyms to fill up so I can do more sales right and so then it

[2:25] YouTube https://youtu.be/MQ7EFznGWUI?t=138 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
was like well I'll just find empty gyms and say hey let me sit at the front door I'll fill it up and that way I had all this capacity I could sell into and we would get 30 to one on our ad spend and so I'd spent a grand or spent 10 grand and make a lot of money in 30 days and so I would average about 100 grand in cash collected in 21 days of me just

[2:43] YouTube https://youtu.be/MQ7EFznGWUI?t=156 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
sitting at the front of a gym and I did 33 turnarounds over two years just basically doing that model and so it was just like Alex with a fold out table and pens and contracts and I would just hold coure and I would set as many appoint I'd set three appointments an hour um or every 30 minutes and you know two out of three would show and sometimes three out of three would show and sometimes one out of three would show and I would just do the same

[3:06] YouTube https://youtu.be/MQ7EFznGWUI?t=179 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
pitch over and over and over again and so um I'm sure that you like once you start you start breathing the script more than you start knowing it and I think you start realizing how people work and my what was interesting is that the sales training that I had when I started doing the turnarounds Because then I was like you know what if I can do one of these if I had 10 guys then we could do 10 turnarounds them mon like

[3:24] YouTube https://youtu.be/MQ7EFznGWUI?t=197 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
that'd be crazy and so I scaled the sales teum up to eight guys at the time and each of those guys was now taking 20 appointments a day at different gyms across the country and the sales training that I had for those guys was like 60 Minutes the whole thing right and it was because it wasn't like I was trying to sell sales training I just

[3:42] YouTube https://youtu.be/MQ7EFznGWUI?t=215 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
needed them to close and so it was just like when the person walks in the door this is what you say you say hey you want to see the world's shortest tour and then you walk into the gym and you turn around because they don't care about the tour anyways and they get a laugh and then you're like awesome so what brought you in today what's the thing you're struggling with and so what

[3:59] YouTube https://youtu.be/MQ7EFznGWUI?t=232 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
would happen is is like right off the bat if someone said something like ah you know I just wanted to find out more information I'm like oh you just opt in lots of different stuff getting information you're trying to find you know solve a problem I was like I'm assuming you're just not trying to get information for lots of things they're

[4:10] YouTube https://youtu.be/MQ7EFznGWUI?t=243 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like oh well you know I'm trying the thing is if you don't confront that then later they're like well I just wanted to find out but if you get them to admit the problem then it's like we can move forward in the sale and so basically every one of the six or seven key questions that we had in the sale it's

[4:22] YouTube https://youtu.be/MQ7EFznGWUI?t=255 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like here the four or five offshoots that people are going to throw at you that we need to make sure that we handle right and so and when you mean offshoots you mean objections yeah or exactly got it and so I just want to make sure that people were handl handling those things because it's like we have had this one conversation more times than anyone else has there is no way they should be able to say anything that we have not heard

[4:41] YouTube https://youtu.be/MQ7EFznGWUI?t=274 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
before so you have no excuse to be unprepared for anything that Susie says when she comes in the door she's going to say she has to think about it she's not sure if these workouts right for her what if it doesn't work for her body type she has low thyroid she has to talk to her husband she has to look at a couple other gyms she wants to have time to make the decision she doesn't have the card she wants to use it's a little

[4:57] YouTube https://youtu.be/MQ7EFznGWUI?t=290 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
bit too much like there's not we need to how we can through that without sales and so like my whole objective was to teach people to close not to sell sales training and so all the stuff that I've had that I talk about now is just the stuff that I use to train my team and so right now a lot of our sales trainings are actually very very short and most of the effort like if we buy a company so we just we just

[5:24] YouTube https://youtu.be/MQ7EFznGWUI?t=317 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
um bought a company and we we added a 40 person sales to went from zero to 40 people in 90 days um taking basically Ascension call so that that company had an automated sales process on the front end selling um like kind of e-commerce thing and I was like man if we just called those people and just sold them something else it probably make us more money and it did and so the idea was like okay well how do we look at the

[5:44] YouTube https://youtu.be/MQ7EFznGWUI?t=337 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
script and then how do we just compress it and compress it and compress it and just make it as short as possible um and so we try to delete more than anything else that we possibly can because at least in my belief there's this tiny clip from why combinator where the founder of Bas Camp talks about when he show shoes mind if I tell the story I think it's really yeah yeah so he says hey when I sold shoes you know the the

[6:03] YouTube https://youtu.be/MQ7EFznGWUI?t=356 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
shoe reps from Wilson it was a tennis store Wilson and and Nike or whatever would come and they'd say Hey you know these are the new graphite bottom rubber extra light aerosol and they tell them all the specs about the shoe he's like but you know what people how people actually buy shoes he said they come in they'd put the shoe on they'd walk back

[6:20] YouTube https://youtu.be/MQ7EFznGWUI?t=373 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
and forth for a little bit and then do this little bouncy thing and then they'd kind of like look at their shoe in the mirror MH and then they'd come to me and they'd ask me how much it was he's like so all they really want to know is it comfortable does it look good and can I afford it right and that was it and I found that for the most part in sales like there's not a ton of things that

[6:38] YouTube https://youtu.be/MQ7EFznGWUI?t=391 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
actually drive the purchase and most of the time salespeople talk themselves out of sales rather than just closing and we studied this because we we do a lot of analytics on the sales teams that we have across all the portfolio is you I have this belief that every time you make a statement you give something give the other person something to disagree

[6:55] YouTube https://youtu.be/MQ7EFznGWUI?t=408 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
with and so you're like smoke if you just simply ask questions even when somebody has an objection right and they say Hey you know like I'll give you a gym example it's like well um are your trainers certified i' be like what what certification you looking for and then they'd be like uh because they don't know right they just think they have to ask that question to see to seem like an

[7:12] YouTube https://youtu.be/MQ7EFznGWUI?t=425 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
informed consumer correct and so we're like well what would you what would what would the certification accomplish for you and so just literally asking questions about their objection usually would just sidestep the objection more times than not right and so that's what I try and train the guys is like if you

[7:24] YouTube https://youtu.be/MQ7EFznGWUI?t=437 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
say nothing there's nothing anyone can disagree with you on and we just because they will only agree with themselves we can't sell them they have to agree like they have to they have to say you know this makes sense and so we get them to say that by asking them the question and that's that's pretty much the methodology that we've worked with and you know I I taught something that I called the closer framework for a very

[7:42] YouTube https://youtu.be/MQ7EFznGWUI?t=455 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
long time because it's just simple and because people can learn it and so like we have a big chain of of Teeth witing Studios I have to teach someone who makes $10 an hour to sell $1,000 thing and sell like many of them every day so how do I do that like that's the challenge that I like to take on is like how can I make this process so easy

[8:01] YouTube https://youtu.be/MQ7EFznGWUI?t=474 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
because in my opinion the higher ticket sales most of the time sales training is very vague because the people who do the training and I know we're going to talk about this don't know what they're doing at all but I believe that if you can really systematize the process anyone can sell and they just follow kind of color by numbers and so the closer

[8:20] YouTube https://youtu.be/MQ7EFznGWUI?t=493 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
framework is simply clarify why someone's there label them with a problem that you can solve overview their past experiences sell the vacation which I usually have as three main points almost every pitch it's like okay you want this this and this you want Fitness distri accountability you want the leads to be timely exclusive and whatever so when you mean the vacation it's like their dream yes what they want

[8:37] YouTube https://youtu.be/MQ7EFznGWUI?t=510 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
exactly and the the that that little story comes from uh a lot of times people sell the plane flight not the vacation they're like you got to go through TSA you got to bring your bags and this is what we're going to do on the flight and here's the check that's like no no no no one cares they want to talk about Maui talk about the vacation like let's talk about that sell the vacation and then e is explaining away

[8:54] YouTube https://youtu.be/MQ7EFznGWUI?t=527 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
their concerns and R is reinforce the decision so that's the closer framework that way you know someone's like okay I'll do it and then it's like now this was a great decision here are the next steps and let's walk you through what it's going to be like to accomplish this and let me tell you exactly what happens

[9:06] YouTube https://youtu.be/MQ7EFznGWUI?t=539 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
next because that's where people get cold feet they back out you get chargebacks you get refunds things like that it's like we need to have a clear handshake between the sale and whatever the next step they have to do and it just smooth process right and so we link those you're cuz I I think the same way where you don't need the most craziest closing line to close somebody because I

[9:23] YouTube https://youtu.be/MQ7EFznGWUI?t=556 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
think it starts in the beginning to me I think you can everything up within the first 5 Seconds of the beginning and when people have the I was we were just on a show like 10 minutes ago he's like man you know what's a secret closing line and I never even thought of sales like that because I said at the end I've never Ed some Wicked closing line where I turn back to my guys in the office I'm

[9:41] YouTube https://youtu.be/MQ7EFznGWUI?t=574 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like did you hear that line and I'm like the you know I'm like the in-your-face sales guy you know very very outgoing but I never had one line that closed somebody and it's always been so easy towards the end because it's everything leading up to the sale where you shouldn't even try to attempt for the clothes unless you intimately know that you have the clothes I say

[9:58] YouTube https://youtu.be/MQ7EFznGWUI?t=591 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
that all the time it's like lawyers don't ask questions they don't already know the answer to and like I don't ask for the Clos and I know they're going to say yes and so like the more I think that's where that's where I do think some pattern recognition with sales like you're like I don't think they're there yet you know what I mean like what's

[10:10] YouTube https://youtu.be/MQ7EFznGWUI?t=603 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
what else are you concerned about like what are you really worried about right now and I think that's where like the the asking genuine questions and I think one of the things that I got from Leila is keeping the human first I know that sounds kind of soft but like actually having that as the frame because I genuinely believe the person who cares more about the prospect wins and so like if they care basically in that moment if

[10:28] YouTube https://youtu.be/MQ7EFznGWUI?t=621 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
you care more about them than they do over the long term you will be able to convince them because you actually are putting their needs first and that also means that sometimes and I tell my guys this if you get to the end of the conversation you really don't think it's the best thing for them to do push away yeah and that's a successful sale to me yeah yeah because my point the end point

[10:45] YouTube https://youtu.be/MQ7EFznGWUI?t=638 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
of a sale for me is a decision not a sale that's how I see it and that way my guys can win on every single conversation I just want to get to decision a decision one way or another you know I it's cool that you said that because I think ultimately too like a salesp person energy is important now if you're trying like imagine a salesperson that constantly trying to close and they

[11:03] YouTube https://youtu.be/MQ7EFznGWUI?t=656 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
they can't close it and they're fighting and there's so much obscurity at the end night when they go to bed that FS them up for the next day because then they're they just keep like you know they just keep getting shut down by customers and they don't know how to tell a customer maybe it's not the right fit for you they save their energy and then they feel like a freaking King on the next call CU like wow I had the ability to

[11:20] YouTube https://youtu.be/MQ7EFznGWUI?t=673 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
just tell somebody no on a phone call right now you said something it was important there's two things number one you said you truly believe that you could teach anybody sales cuz there's a framework so you think sales people don't have to be made right like you can sry Bor you can you can turn somebody into a into a great culture anybody I think I genuinely I do think and why is

[11:38] YouTube https://youtu.be/MQ7EFznGWUI?t=691 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
that because you've seen so many different personalities win I believe that anything can be trained so that's like a human belief of mine I do think it will take much longer for some people than others to be clear like I think you could take someone with Down syndrome and make a neurosurgeon it would just take probably more resources than anyone

[11:51] YouTube https://youtu.be/MQ7EFznGWUI?t=704 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
is willing to do and so basically if you break down any skill so this is actually just because I'm excited to talk about training because this something I like a lot but the more skilled the individual the bger the instruction so if so I I just now I'm a co-owner of school and so I said listen I'm going to promote school that's what I'm going to do that's the instruction it's not like hey

[12:09] YouTube https://youtu.be/MQ7EFznGWUI?t=722 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
Alex can you send emails and this is how you send an email can you make content and this is how you want to write a hook and this is hey and when you run ads do you think you like no no no like you can I can have One Direction someone say hey can we start a company around this they can give a vague directive but I have

[12:20] YouTube https://youtu.be/MQ7EFznGWUI?t=733 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
all the sub skills so that I can say yes I can do that and I can execute on it right underneath of that it's like okay now you've got somebody who just understands content marketing somebody who understands sales somebody whatever if you have a closer you say hey go sell this thing right but at the very basic

[12:33] YouTube https://youtu.be/MQ7EFznGWUI?t=746 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
level every skill has sub skills underneath of it and so it's like okay turn on the phone hit this button then hit this button like at the like if you're going from the bottom up and so it's really just how much are you willing to train someone to get them to be proficient and so I just believe that you can break down skills to that level so that anyone can do it and it just

[12:53] YouTube https://youtu.be/MQ7EFznGWUI?t=766 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
comes down to the resources of the institution of whether or not it's worth investing in that particular person got it that's how I see it and so I do think that anyone and the thing is is that if you're an individual salesperson or you're getting into sales you're the institution making the investment and I sure as hell hope that you believe that you're worth the long-term investment of learning the skill because it works with

[13:10] YouTube https://youtu.be/MQ7EFznGWUI?t=783 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
everything right right and so like if it takes you a year longer to become a top rep who cares yep y That's How like maybe some guys can do it in a month it might take you two years again who cares yeah I think people come in with building blocks meaning like if if I I would to come in and and do a seal I have a I'm going to succeed a lot quicker cuz my building blocks and it might not just be building blocks from

[13:28] YouTube https://youtu.be/MQ7EFznGWUI?t=801 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
sales like sometimes you could see the building blocks from somebody saying oh okay this person was in sports that means they're going to be a lot less emotional to when somebody says no they come in with a bigger building block than maybe somebody that wasn't in sports so you have to look at all those on the learning curve but two things number one when you said uh investing

[13:44] YouTube https://youtu.be/MQ7EFznGWUI?t=817 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
into people so I'm going to shift this now more into a leadership and training conversation for a second who do you decide because there's a lot of people that say you know work with the people that are willing to learn Etc if I'm a business owner if I'm a sales leader who do I decide to you know who do I decide to work with because I personally me I work with people that show up and they

[14:02] YouTube https://youtu.be/MQ7EFznGWUI?t=835 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
get results and they keep progressing they constantly get results I think some people defend people because sometimes you know the person's trying or you know they're a good person or whatever the case is and I'm like but are they making happen we work with people in organization that make stuff happen now it might not just be money but are they progressing it you know are they getting more booked meetings are

[14:20] YouTube https://youtu.be/MQ7EFznGWUI?t=853 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
they you know is there contacts going up Etc so who do you decide as a leader to put your attention on when the sales team is so big so I I'll do two ERS here got it so when we because we we deal at the at the company level and so the first thing I did like when we scaled the the 40 person sales team was go bring in an exceptional sales director

[14:38] YouTube https://youtu.be/MQ7EFznGWUI?t=871 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
and so identifying an exceptional sales director because I think depending on who's listening what they're looking for an exceptional sales director is somebody who in my opinion is basically a sales operator and so the best sales directors aren't even necessarily even selling because they have to basically

[14:51] YouTube https://youtu.be/MQ7EFznGWUI?t=884 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
sell the conviction of the whole team they run the culture and the training of the sales team and so they have to be somebody who genuinely cares about people and they have to be be willing to repeat themselves over and over and over again and sometimes play therapist and get someone out of a cold streak and be willing to role play until their eyes bleed because that in my opinion is what

[15:08] YouTube https://youtu.be/MQ7EFznGWUI?t=901 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
makes an exceptional sales director they have to understand how to train and motivate underneath of that in terms of what what reps are we going to put more resources towards for me it's following the Playbook and so it and I think this is this is holding business owners and you know the people who are quote running things to a higher bar which is

[15:27] YouTube https://youtu.be/MQ7EFznGWUI?t=920 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
my entire objective like our sales team is you follow the script period now if you don't close and you follow the script you have one in my eyes and if you followed up based on the Cadence that we have and you said the things you were supposed to do you could close no one for a year and I would be fine with it because if everyone is having that

[15:43] YouTube https://youtu.be/MQ7EFznGWUI?t=936 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
happen then I need to change the script got it that's on me and so my first objective with a sales team is adherence because then I have a controllable the vast majority of sales teams have 10 guys selling 10 different ways and that's why for most businesses it is about recruiting good salesp people because they just give the directive sell and then they have a one-on-one

[16:02] YouTube https://youtu.be/MQ7EFznGWUI?t=955 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
once a week and say hey yeah just build more Rapport and you know like uh you know just get your energy up and like it just that doesn't help people whereas saying your First 5 Seconds to call you're introducing yourself poorly this is the script try it for me uhhuh again raise your voice at the end and

[16:19] YouTube https://youtu.be/MQ7EFznGWUI?t=972 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
try it again okay five more times great next question and so we want to draw one part of the script until they can breathe it and then we move on to the next part and for us the 101 serve as the training function and so like I don't know a better way to tr like in in my opinion training comes down to

[16:38] YouTube https://youtu.be/MQ7EFznGWUI?t=991 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
shadowing in terms of game footage because I think the most expensive thing that someone can do as a business owner is waste leads on an inexperienced rep it's bad for reputation because they botch things it's super expensive because you lose the opportunity of making money everything sucks and so I

[16:52] YouTube https://youtu.be/MQ7EFznGWUI?t=1005 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
want them to train on as many old recordings as humanly possible and so I want them to watch 60 100 hours of footage game tape of other guys doing great job selling so that they they're they're thinking about the script in their in their subconscious right got it do you show them the negatives on the scripts too or no just positives I prefer to do positive because I want to

[17:09] YouTube https://youtu.be/MQ7EFznGWUI?t=1022 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
train them on what to do rather than what necessarily what not to do um and so we focus there then when they do get on the calls we only have them take half schedules third schedules because we don't want them to you know quickly you know bomb the first day and then like I have to deal with headspace stuff that just you're going to take a couple calls and then we're going to review both the calls with the manager and they're going

[17:27] YouTube https://youtu.be/MQ7EFznGWUI?t=1040 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
to go over okay and this is key we say let's watch it pause what do you think you could have done better I'm not going to tell you cuz if I tell you you're going you're you're going to be like this sucks I'm like because if I yell at you you think I suck right and we do the same thing with the team if the team's on the call and we do game tape as a team which we do like once a week with

[17:45] YouTube https://youtu.be/MQ7EFznGWUI?t=1058 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
the whole sales team everyone if the team comments it's on what you did well and then you get to comment on what you could have done better and then it's the manager's job on your oneon-one to then say okay Daniel you needed to work on your Rapport building or hey you're really soft on the clo here or hey you're really struggling with uh the uh

[18:03] YouTube https://youtu.be/MQ7EFznGWUI?t=1076 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
I need more information part so let's let's drill that okay I need more information when you say oh what's your main concern well okay now we can go into it right sure and so we want to drill in the most minute level what they need to say and then do it over and over and over again so they say the same words every time and then what happens like the the performance of the team

[18:23] YouTube https://youtu.be/MQ7EFznGWUI?t=1096 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
once you get that culture if someone comes in and tries to they're like dude this guy's not folling the script like get this out of here like he's a joker and so that way we can control the variable so that we actually can have a sales system and by doing that we can really teach sales that's how I like doing so basically you just try to get

[18:41] YouTube https://youtu.be/MQ7EFznGWUI?t=1114 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
everybody better than always trying to switch up the process like every single step get them better increase the percentage get them better when you look at training for somebody you know for for having a sales staff when does somebody CU when we were talking about you know training and learning again back to me I think somebody learns when

[18:57] YouTube https://youtu.be/MQ7EFznGWUI?t=1130 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
their sales go up so then I say oh the person's learning so or if it's not their sales their conversations their booked meetings are going up Etc I'm like the person's learning or something's changing in the person so how do you look at training as a whole when do you know training is effective because there's I I train teams and then

[19:14] YouTube https://youtu.be/MQ7EFznGWUI?t=1147 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
I ask the leader and I say okay well how many calls do you do of training a week and because their their their sales have been stagma and well we do a training call every single day and then I step back and I say well maybe training's not working what you're training them on if the sales are staying plateau

[19:31] YouTube https://youtu.be/MQ7EFznGWUI?t=1164 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
ises gone the CH ofes so how does an effective training model look like in your eyes so if we I just want to use the word learning just for for a sec so I Define learning as same condition new behavior and so that means same condition the phone rings new Behavior you use the right script or you say something different right same condition someone says I have to think about it new Behavior you say the right thing right now if you have same condition

[19:53] YouTube https://youtu.be/MQ7EFznGWUI?t=1186 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
same behavior you did not learn right or same condition not ideal Behavior you still didn't learn but or you learn the wrong thing different different discussion yes and so from uh is training working we look at the percentages across the whole thing now you talked about as an organization like one of the most underutilized aspects of increasing sales is increasing schedule

[20:11] YouTube https://youtu.be/MQ7EFznGWUI?t=1204 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
rate increasing close rate increasing sh rate like you can increase you can make so increasing schedule rate like what percentage of leads you book and then what percentage of lead show show up yes huge like some of the like you can get I can make more money in most companies by T by fixing their show up rate than by increasing their close what do you do to

[20:29] YouTube https://youtu.be/MQ7EFznGWUI?t=1222 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
increase schedule show up rate like if you looked at an organization and their show up rate was 25% sure right and they're like our closing sucks and you say wait wait wait pause where do you start with show up where where do you start with that like what do you do with a when their book meetings aren't showing up so we owned a company called Allen which was a scheduling software so

[20:47] YouTube https://youtu.be/MQ7EFznGWUI?t=1240 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
I got to see 4,000 appointments a day across all different Industries and so we got to test for absolute throughput and we got we got to test every bro I had two data scientists who were looking at all these different things so the number one uh lever on throughput in an organization is availability as crazy as that sound we tested every single variable it's number of actual time

[21:06] YouTube https://youtu.be/MQ7EFznGWUI?t=1259 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
slots per day seven days a week which I find this hilarious because like obviously in the gym world I would have gym owners being like man I can't close any of these leads and I was like all right well let me see your availability they're like oh I take sales appointments from 7:00 a.m. to 9:00 a.m.

[21:18] YouTube https://youtu.be/MQ7EFznGWUI?t=1271 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
on Tuesdays and Thursdays and I'm like and if they can't make that time they like well then they're not serious I'm like okay well how's that working for you it's not right right and so the thing is um I tell this story about ilila she was trying to get like her eyebrow something whatever whatever she was does um and she was in LA and she

[21:37] YouTube https://youtu.be/MQ7EFznGWUI?t=1290 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
called a spot and they were like we have a time in a week she's like doesn't work she called the next spot I we can see you in four hours called the next spot and they're like I can see you right now she went there it's just about convenience and so the number of total time slots per day and the increment of the time slot and so I'm just giving you the like I'll give you all the the

[21:53] YouTube https://youtu.be/MQ7EFznGWUI?t=1306 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
different points but this first one is number of total s slot 7 days a week the the next one is in of time slot so 15minute time increments for example versus 60-minute time increments it'll be more precise and for whatever reason at least on an internet world uh we get higher schedule rates from internet bookings from that perspective the for

[22:10] YouTube https://youtu.be/MQ7EFznGWUI?t=1323 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
shorter time slots yes got it now the the actual sales appointment can be 45 or 60 minutes but the ability to start at 3:15 got it or 35 whatever the more intricate it can be like if I have an appointment at 3:05 the likelihood the person is on time is way higher than 3:00 like you know this from s right 305

[22:29] YouTube https://youtu.be/MQ7EFznGWUI?t=1342 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like oh I got to be there on that time it just it signals detail right so uh the availability overall the the the the the the number of time slots per hour um the third one is this is just a tip we learn this one is that you dragging appointments up boosts show up rates like nobody's business and so let's say you have an appointment that you you get

[22:52] YouTube https://youtu.be/MQ7EFznGWUI?t=1365 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
a lead you call them up you qualify the lead and you say hey um it's it's see I see here that you've got a you've got an appointment on Thursday and today's Monday say hey um I just had my 4:00 cancel um and so if you want I can pull you up at 4:00 and now sometimes if you have a two like a let me introduce you to Sean he's going to be like if you have a set or closer set up but you

[23:09] YouTube https://youtu.be/MQ7EFznGWUI?t=1382 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
could even self set to yourself it's like I've got a four o00 and now that I talk to you we're GNA it's going to be awesome and they're like oh and same day you know same day show up rates are way higher than two three four days out and so number of total time slots increment of time slot the proximity from when you talk to them to when you book the appointment and then if at all possible

[23:29] YouTube https://youtu.be/MQ7EFznGWUI?t=1402 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
dragging that forward into the present we try and do same day next day for all appointments if at all possible to cut the time frame down that's why they show up and and the truth of the matter is just like I just tell people it's like people salesperson always thinks like oh I'm the I'm like yeah you think you're the but then they got their son's basketball game and they just forgot about you after so the more time

[23:46] YouTube https://youtu.be/MQ7EFznGWUI?t=1419 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
a you give to people they just forget number one it's your job to sell them but it's their job to get the information and run you know the outer world doesn't sell your product so they get more distracted the moment they go to the other world it's why you're trying to shorten down the time frame right now what if somebody so this is another big thing like I have to answer this always as like the sales guy Daniel

[24:04] YouTube https://youtu.be/MQ7EFznGWUI?t=1437 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
I booked an appointment I had an appointment Janelle I followed up with her I made the video with her da da da and I still got ghosted now what happens when you know you have a client you schedule a meeting with her at 4:15 they ghosted you is you follow up one more time rather if they ghosted you what what have you guys found maybe in terms of dat or something that works when

[24:21] YouTube https://youtu.be/MQ7EFznGWUI?t=1454 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
people don't show up to the meeting you just scrap the lead you hit it back up one more time this will be fun for everybody so I learned this from s back who's the first person that I so I mentored oh he was a wicked guy oh yeah you knew Sam right Sam was wicked so I so when I moved to California cuz I wanted to get in gyms I worked for

[24:36] YouTube https://youtu.be/MQ7EFznGWUI?t=1469 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
minimum wage at Sam's gym for three months before I started my job yeah and so CU I looked on the internet and I had a white collar job um doing making good money and I quit that to work you know a minimum wage job at a gym so my my Persian father was horrified um but Persian that's right yeah and so um and

[24:53] YouTube https://youtu.be/MQ7EFznGWUI?t=1486 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
so I'll tell you exactly what I S I saw him do it he didn't teach me but I learned it from him is that and it'll make sense so Janelle is is a personal training client and we're working out and she doesn't put her weights away I'm a personal trainer I got another meeting I gota get to what do I say do I say hey Janelle can you put your weights back no

[25:10] YouTube https://youtu.be/MQ7EFznGWUI?t=1503 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
you're the trainer you put the like that's a terrible terrible frame right sure now I saw Sam do this and I applied it to every single sale my whole life afterwards he said Janelle I know you ain't about to leave my gym without putting your weights back and then she's like ah fine Sam I'll go put the weights back and now it's fun it's light it's

[25:28] YouTube https://youtu.be/MQ7EFznGWUI?t=1521 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
not accusatory at all right and so I could see him saying this the way you said it I could see him I learn I learned it from it right his ghetto fabulous like could get into and he would do that when he wanted to say something that was harsh to somebody and so I would be like Janelle no I know you didn't just goost me on this I'm heartbroken over here I've got this big

[25:46] YouTube https://youtu.be/MQ7EFznGWUI?t=1539 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
bowl of tears I was like I don't know what to do with it I was like I'm on the edge of a building and you know what I'm just messing with you I'm sure something came up I was like at the end of the day I got this thing for you um I got the medium set aside no worries I'm sure something came up same time tomorrow

[25:59] YouTube https://youtu.be/MQ7EFznGWUI?t=1552 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
work uhhuh and just go right back into the meeting right just go right back in just and if she ghost me again you know what there's a hundred other Janel like basically what you just taught was setting the frame I started direct sales when I was 14 I said I would always set the frame where they would know how to treat me so if I cold call somebody and I asked them how their day is and then they ask me back how's your day I'm

[26:16] YouTube https://youtu.be/MQ7EFznGWUI?t=1569 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
going to be like my day is fantastic every single person I talk to your neighbor it's so freaking nice and they're so kind and then boom they're like well now I can't treat Daniel like a piece of right so it's almost the same thing that you just did in followup you just you got to just make them feel

[26:27] YouTube https://youtu.be/MQ7EFznGWUI?t=1580 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like a human cuz people are people they don't want to make you feel bad it's like we sometimes think prospects are bad people but maybe they just forgot honestly like the biggest thing is people are busy people have very low attention and like you have one thing but so does a hundred other people I just I got rejected so many times I just don't take it personally I just really I genuinely don't take it personally right

[26:44] YouTube https://youtu.be/MQ7EFznGWUI?t=1597 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
but I think the the frame that you said at the beginning because I would also call leads up that would opt in for internet leads right and so at the very beginning the frame right I had all these little like these tiny little things you do in the language where you say hey John pause it's like like hello

[26:59] YouTube https://youtu.be/MQ7EFznGWUI?t=1612 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like this is Alex and he's thinking he's like who who's Alex I don't know like what's this number right he like from Facebook you sign up for the sixe challenge yeah yeah yeah on the internet yeah yeah I'm I'm just I'm a real person right across from 7-Eleven on on X and Y yeah yeah how's it going today yeah don't worry I'm not I'm not one of the crazies I'm

[27:17] YouTube https://youtu.be/MQ7EFznGWUI?t=1630 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
not not not after you I'm not in uh in Nicaragua or whatever and he's like haaha like okay cool oh so did you uh did you hear about us uh from I mean I messed the script I haven't done it forever but um so did you see because of uh the ad or was it because you hir us on uh the local news best best Boot Camp or was it uh you know Oprah Oprah did a special on us was it one of those things

[27:37] YouTube https://youtu.be/MQ7EFznGWUI?t=1650 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
now if you have one award you've ever won in your entire life even if your mom gave it to you You' be like did you hear about us on uh on internet's best boot camps and they're like even if they haven't they now are like oh this is one of the internet's best boot camps right and so they're like oh these guys are legit oh yeah we won the best customer service anyways you probably don't care

[27:55] YouTube https://youtu.be/MQ7EFznGWUI?t=1668 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
about that so what what can I help you with man what what's what's going on why why'd you sign up for a weight loss thing and then they're like you know what my wife's been bugging me I'm not fitting in any of my old suits and I don't want to buy a new wardrobe I'm like all right well I guess we got two

[28:07] YouTube https://youtu.be/MQ7EFznGWUI?t=1680 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
options you can keep doing that or uh I got a four o'clock today that work for you and then you know we go from there right and so like having that preface that you said and I I mean I think to I mean especially on phone tonality matters so much and I've sold a lot through humor and harder to teach but

[28:25] YouTube https://youtu.be/MQ7EFznGWUI?t=1698 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like I feel like I was able to ask very hard questions using that kind of Sam frame where that like where you know lady says I got to talk to my husband and I think decision maker is one of the hardest ones to overcome in general right I mean of the of the obstacles I prefer to talk to someone in power but and so the way that I would overcome

[28:42] YouTube https://youtu.be/MQ7EFznGWUI?t=1715 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
that I'd be like what if your husband says no uhuh he like well I guess I wouldn't do it's like but what does that mean in five years MH I mean is you're going to keep I mean how much have you how much weight have you gain in The Last 5 Years and they're like I'm like what if it keeps going that way and so I call CH like curiosity where you're like

[28:59] YouTube https://youtu.be/MQ7EFznGWUI?t=1732 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
huh that's wild fascinating tell me more about that like I'm never so I call it like over overcoming the obstacles a dance not a fight it's seduction not rape right and so I want to I want to dance and so if they've if we're in that in the throws of that I want them to feel zero aggression and I want to I want them to be like wow he's really

[29:19] YouTube https://youtu.be/MQ7EFznGWUI?t=1752 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
curious I'm like well what what what do you think about what are the variables that make the decision and they're like cuz they're like oh I got to think about I'm like oh what's your main concern let's do it together sure sure and so then then then cuz I want them and this is the thing a lot of sales people is they back away from the hard question they know they need to ask and I don't

[29:38] YouTube https://youtu.be/MQ7EFznGWUI?t=1771 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
want them to be deciding when they leave I want them to make the decision in front of me it's like you're probably wondering if we're just foolish you you know what I'd be wondering that too so how can I prove it to you right right and then they have to come up with the criteria for me love that and so I want them to tell me how to sell them yeah

[29:56] YouTube https://youtu.be/MQ7EFznGWUI?t=1789 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
yeah yeah like well it's great what would make you feel 100% And then they name cuz the thing is is this is the only time they've ever had this conversation so they on the spot they're going to think of like two things I'm like oh I can take care of that right here fair enough that make does that make you feel better sure all right let's knock it out and then it's

[30:12] YouTube https://youtu.be/MQ7EFznGWUI?t=1805 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
just I I mean and obviously this takes reps to because some people in the early days of sales your adrenaline kicks in you're like I need this sale and like your teeth come out and I love this term commission breath it's like you start having commission breath right and then everyone goes on defensive because you sound like you're selling and so I've always I even like my team knows this

[30:30] YouTube https://youtu.be/MQ7EFznGWUI?t=1823 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like I my head and I do childlike curiosity so I even have a mental cue it's like huh and that's whenever I want to get like offensive I always go huh and that it deflate it like it completely dis I'm like and then it gives me a second I'm like huh well what if well let's play it out so if you didn't have the money to do this and you spent the money what would happen MH and they're like why wouldn't

[30:54] YouTube https://youtu.be/MQ7EFznGWUI?t=1847 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
be able to afford groceries and I was like well I guess the weight loss problem solve itself then right and then you get the joke and they're like ha oh it's like no let's play it out well I mean you're not have you ever bought something you've ever been like man that was a lot but you're still here right

[31:06] YouTube https://youtu.be/MQ7EFznGWUI?t=1859 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
you're not homeless okay so how important is this to you right and so we can and like you can sidestep these things I think with a lot of tone and being able to even your body language the way you just did it sit you can sit in the pocket I want to be able to sit in that spot where people are uncomfortable but make them feel

[31:22] YouTube https://youtu.be/MQ7EFznGWUI?t=1875 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
comfortable so that they can actually be honest with me and then to your point of like what's the one Zinger honestly I haven't had it like I teach a hand right I want to let's get back in like what's you and I like to do the big zoom out and so like if I feel like I'm on this weird M like you know you're like in

[31:38] YouTube https://youtu.be/MQ7EFznGWUI?t=1891 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
Pluto and you're like what's going on here right you're like hey let's zoom out you're trying to lose weight we sell weight loss what's get in the way here right and then you and then they're like I just don't know if it's actually going to work and I'm like that makes sense that makes you like every other person who signed up and then was successful CU

[31:55] YouTube https://youtu.be/MQ7EFznGWUI?t=1908 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
if you know what if you didn't think that I'd be worried about you cuz if you thought 100% you CU then I'd think you'd have false expectations it's be a lot of work right and then all of a sudden it's like you're confirming their suspicions rather than trying to battle them and so I think a lot of people try and like invalidate what someone's feeling about the decision rather than actually

[32:11] YouTube https://youtu.be/MQ7EFznGWUI?t=1924 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
leaning in because it's kind of like Eminem when he when he um in the rap battles where he owns all of his negatives it's like I want to I want to say yeah yeah you're right this is super expensive it's going to be really hard you should still do it like because then it's like all of those things that they want to give as obstacles I agree with and then still say that's a great reason to buy I threw myself under the bus

[32:29] YouTube https://youtu.be/MQ7EFznGWUI?t=1942 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
first now you can't on me sure person on the other end almost expects especially when they know it's a salesperson they expect a certain pattern from a salesperson meaning you're the salesperson Alex and I'm Daniel the Prospect and I say yeah you know I just don't have the money right now my pattern is now once I tell you this I'm thinking for you to be competitive for you to argue with me and

[32:47] YouTube https://youtu.be/MQ7EFznGWUI?t=1960 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
be like well that's the exact reason why you should buy do it right now and like right a pressure me I'm expecting that pattern response I tell people I'm like whenever somebody gives you an objection do the opposite of what what they think you're about to respond to like they expect you to combat with them you know be argumentative try to close the deal right away smile like just give them a

[33:06] YouTube https://youtu.be/MQ7EFznGWUI?t=1979 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
smile laugh be like yeah no problem even just like wave it off even with that's not even a worry don't even worry about it drop their shoulders cuz now they're like wait wa wait salesperson malfunction in my head this person was supposed to argue with me and now they're not arguing with me they're almost like agreeing with me they're acknowledging it right now and they're on my side this is weird and you can't disagree with someone who ask you a

[33:25] YouTube https://youtu.be/MQ7EFznGWUI?t=1998 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
question it's the like the number one thing when you're in that the high pressure situation is I want to make no statements I don't want to do any commands and I don't any any statements because there's nothing they can disagree with me on so if someone says you know I I I don't have the money and sure we could say well it's about resourcefulness not resources like we can go through all these these things

[33:42] YouTube https://youtu.be/MQ7EFznGWUI?t=2015 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
but like when I when I really get down to it I'm like well man like that's tough so what's so what's what right now are other priorities for you because like I want to make it work for you but if it doesn't work it's fine but like because at the end of the day you're going to have X amount of dollars right okay and you're going to vote with your dollars about the things that you care about that makes sense right okay cool

[34:01] YouTube https://youtu.be/MQ7EFznGWUI?t=2034 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
so the question is what are you voting for that matters more to you and if it's like I got to pay rent and my wife you know we've got a baby on the way I get it dude I get it maybe this isn't the priority right now maybe it will be in the future but the question is like how long do you want to not be able to get the things that you want in your life when you really want them how long do you want that to be a problem in your

[34:18] YouTube https://youtu.be/MQ7EFznGWUI?t=2051 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
life that's if I was selling a sales training sure sure sure and so then it's like but now like we're I'm back to question asking right and so rather than being like to your point like well that's the perfect like um and I think the tone matters so much like if if people this is why role playing is so important because if if someone has said this to me 100 times and I know exactly

[34:36] YouTube https://youtu.be/MQ7EFznGWUI?t=2069 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
what I'm going to say to respond I don't have adrenaline because I start saying the words before I'm even thinking because I can be present not trying to remember what I'm going to say I can be looking at the person and that's the whole like lless whole frame of like human first like if I actually really cared about this person how would I talk them like if it if it were my mother and

[34:55] YouTube https://youtu.be/MQ7EFznGWUI?t=2088 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
she and she really did want to lose weight and she really didn't and she said I don't have the money I'd be like well well what else are you spending money on like I mean to be clear is this important to you cuz if it's not like I'll stop right now I'm not like I don't want you to do something you don't want to do it it's like I like to set that frame overall and I'm like you can even like you do it subconscious like I'm

[35:11] YouTube https://youtu.be/MQ7EFznGWUI?t=2104 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
leaning back I'm doing this it's like hey I'm not I'm exiting yeah and so I I mean I told the we have a lot of little isms but like we always want to sell from our back foot I never want to be leaned in I was going to be like if you want it I'm here and so it's like what else what else are you considering like where else you allocating I get it cuz like and if you need to that's where those key stories so like if there's

[35:30] YouTube https://youtu.be/MQ7EFznGWUI?t=2123 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
ever something that I like to have in my holster it's a story of someone just like them that just walked out the door right right it's like you remind me of Susan she actually came in um a couple months ago we had almost an identical conversation she could be your sister and and we got to this point in the

[35:42] YouTube https://youtu.be/MQ7EFznGWUI?t=2135 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
conversation where she actually was struggling with this and so I was like how important is this to you and she was like it's really important and I was like well you're a single mom and you got four kids I was like I get it and I was like well what what can we do and she was like I think I'm going to start

[35:54] YouTube https://youtu.be/MQ7EFznGWUI?t=2147 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
driving Uber I was like are you sure I was like it's going to be you at night she's like this is important to me like I'll make it work and you know the kids like well I'll just I won't go out to dinner one night a week I'll make it work and I was like okay you sure and she was like yeah and you know what

[36:07] YouTube https://youtu.be/MQ7EFznGWUI?t=2160 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
Susan's down 60 pounds in the last six months since she made that decision and the thing is is like do you what do you want to be and then she's like I'm at 200 I'm like what do you want to be at she's like my high school I'm like if that happened would it be worth it and then she's like yeah I'm like well the question is what do we need to do to make it happen you know like and you and

[36:24] YouTube https://youtu.be/MQ7EFznGWUI?t=2177 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
then and then all of a sudden it's like right we're back in and so I just I hardcore believe that you overcome objections simply by asking the question what they were intending I think a really good belief for salespeople is that if you don't close a sale it means you didn't understand the prospect enough because if you literally knew every single thing about a prospect like you were God and you knew every single

[36:42] YouTube https://youtu.be/MQ7EFznGWUI?t=2195 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
thing that had ever happened to that person you could close them and so simply having the frame of curiosity which is probably the number one thing I teach our guys is like you have to genuinely be curious and so it's like what brought like that's why the first question is what brought you in CL clarify why they're here right and like what have you struggled with why did why why did that suck okay that's good for

[37:00] YouTube https://youtu.be/MQ7EFznGWUI?t=2213 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
me to know what else have you done okay what are the things that you know and we just walk our way through this and that's that's what I um I try to get us out of any combat there's a there's a movie with Mel Gibson it's called what a woman wants right yeah right and uh I always tell sales people I said imagine

[37:16] YouTube https://youtu.be/MQ7EFznGWUI?t=2229 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
you were like Mel Gibson he gets shocked and he's in the minds of every single lady every single lady's like oh he smells like this oh I don't like the way he's kissing me like this d da that's sales you want to understand what your prospect is going through cuz then sales become so freaking easy right but when you try like that's why I said it's like you want to understand people and then

[37:33] YouTube https://youtu.be/MQ7EFznGWUI?t=2246 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
servicing them is is a no-brainer let's get back into this so you so we were talking about teaching I know cuz I can wrap up with you about sales all day I can go four hours here but you were talking about teaching and learning right sales so you said somebody comes in with a condition they know uh they know something the behavior changes and

[37:51] YouTube https://youtu.be/MQ7EFznGWUI?t=2264 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
then what then are the results supposed to go up if the B Behavior changes is that what you see if we have the right activities that we're telling them to do correct because we have that right then outputs will occur like we will increase output period and our whole goal is adherence is that when this happens you do this when this happens you do this which

[38:08] YouTube https://youtu.be/MQ7EFznGWUI?t=2281 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
means you have to think out way more and this is what I think most sales eaders most business owners don't do is they just have three guys and they're like yeah Dan closes at 35% Johnny's at 20 and you know Sam's at 10 and he's you know he's really struggling and they all follow different scripts and if you the thing is is that the the the owner doesn't know anything about it right

[38:27] YouTube https://youtu.be/MQ7EFznGWUI?t=2300 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
they don't they're not close enough to it and all of all three of their calls all of them even amongst themselves sound different sound different right and so if you have no process you can't improve anything like literally it's just shouting into the wind there's no point because if you say hey guys we're going to do this they're already not following anything right right our whole

[38:44] YouTube https://youtu.be/MQ7EFznGWUI?t=2317 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
objective if we're going to take over a sales team is everyone follows the script and if it blows it's on me you guys can close nothing and I will guarantee your pay right you can close nothing you follow yes and then together we will do this and then the whole team Rises love it that's how I like to do it

[39:03] YouTube https://youtu.be/MQ7EFznGWUI?t=2336 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
cuz then also I mean I like team incentives rather than individuals get more into I want people to be I want it be us versus them not me versus John got it I want them to help each other out like I because if you're feeling you're competing get someone on the leaderboard in order to get the big jackpot at the end of the month then I want you to fail

[39:20] YouTube https://youtu.be/MQ7EFznGWUI?t=2353 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like it's my in like I have zero incentive for you to get better so say that say that when you said you like team incent I want you to talk about I know I have a lot of sales leaders listen what what's a way to influence uh output in a sales team the right way where people keep working and there's competition whatever the case is and I think there's a lot of ways to do this to be really clear so I'm just saying

[39:37] YouTube https://youtu.be/MQ7EFznGWUI?t=2370 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
what we what we are doing is we like to have a pot that if everybody hits over this then everybody gets something love it right but now everybody's like shoot Johnny's low Johnny let's drill let's drill let's drill and we can all get paid right and then that way again it's US versus them I want to I want I want our enemy to not be in the ranks I want

[39:55] YouTube https://youtu.be/MQ7EFznGWUI?t=2388 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
it to be outside let's put those guys out of business those guys are ripping off customers they're doing a terrible job let's out sell them because we want to make sure that every Prospect who's in their pipeline comes to our business CU they're going to get robbed over there got it like that's what I want I

[40:07] YouTube https://youtu.be/MQ7EFznGWUI?t=2400 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
want the team to be together and I want us to be I want us to be in the trenches side by side not against each other yeah and that was something I mean it took me a long time because if you look at some of my older stuff I was like Cutthroat you know I mean I was like everybody has to kill each other you know what I mean um but I think I've shifted that over time because now we have bigger and bigger teams we make more money and I

[40:23] YouTube https://youtu.be/MQ7EFznGWUI?t=2416 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
think it's it creates a much better culture you think competition's healthy within a sales team like do you think to what extent but are you Alex Bro are you competitive forget the money like do you love winning sure you love winning right do you have my phone like you don't like losing to people it's not even the money aspect so just win love you guys can see this

[40:44] YouTube https://youtu.be/MQ7EFznGWUI?t=2437 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
right just win yeah I love this I love this because like everything else follows that forces you to be the best that's it just win I think every salesperson should just want to be the best inside of oranization absolutely yeah and I think that comes in the recruiting like I I want to bring killers in and I want to have a culture of killers how do you know who's a

[41:02] YouTube https://youtu.be/MQ7EFznGWUI?t=2455 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
killer is there is there identifiers like a recruiting philosophy of who's the killer like who's like ah that guy has it in them is there a story that they tell you I have an 18-year-old who's on the team right now my team 18 and he emailed every single person in my company and reached out to them and had a personalized like cover letter for

[41:21] YouTube https://youtu.be/MQ7EFznGWUI?t=2474 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
every single person about why he would be an excellent add-on to our sales team and the turned 18 He officially applied and then I was like how's this kid not going to be here he beats me to the office right he's he's here at 6 he leaves at 6 and he does it seven days a week and I'm like dude you should take

[41:37] YouTube https://youtu.be/MQ7EFznGWUI?t=2490 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
the day off and he's like wow he's just he's here he's here to win and so like when you have that culture like that everybody all the other guys are like I got I gotta step my game up because and the thing is the hardest part this is this is my my belief on this is that the first three to five hires that you have for sales are so important because they Sid ay the

[41:57] YouTube https://youtu.be/MQ7EFznGWUI?t=2510 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
culture and I Define culture as the series of rules spoken or unspoken in an organization so this is how we behave if this then that these are the rules that we have like if it's Saturday we we still show up that's a rule if uh if a prospect like if we get a lead we always do the steps of lead nurture we like

[42:14] YouTube https://youtu.be/MQ7EFznGWUI?t=2527 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
what do you mean you didn't like like you didn't understand like what do you mean you didn't like you just chose not to I don't think he's going to be here like it just immediately and then they start black sheeping them like they police themselves cuz they're like it's an honor to be on this team correct right and I want that culture honestly

[42:30] YouTube https://youtu.be/MQ7EFznGWUI?t=2543 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
on all the teams of the company that we have but sales because we're talking about sales like sales team six man like you are the best of the best to be here and I think that's part of like where brand stuff starts to come into play where like this will be like acquisition. will be on your resume and you can get a job wherever you want after that right right and so they know especially if they come on Alex's sales

[42:47] YouTube https://youtu.be/MQ7EFznGWUI?t=2560 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
team that people are going be like what are all the secrets but the secrets are all the fundamentals and I'm such a big advocate of this it's like there is no such thing as quote advanced it's Advanced sales people literally never don't do the basics it's the consistency of doing the basic and the way so I we have isms but like simple scales fancy

[43:06] YouTube https://youtu.be/MQ7EFznGWUI?t=2579 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
fails that's one of our little internal isms and so like in order to have a sales system the reason we delete so much is because we can only pay attention to a handful of things like just from the attention of the team the attention of the manager and so we just want to make sure that the things that

[43:18] YouTube https://youtu.be/MQ7EFznGWUI?t=2591 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
we are focusing on that everyone does always all the time every day are the things that matter MH and that's it and so it's like did you follow the script did you follow up did you work the lead did you make the offer if they were qualified that's it right and then we can see the metrics across the whole team and if something's off we know what

[43:35] YouTube https://youtu.be/MQ7EFznGWUI?t=2608 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
the pro like we can usually quickly identify what the problem is but I love a team where everyone's performing very very high and people get a ramp up but like you get a couple weeks but like after that if you're not because we know this system works and so if you're not if it isn't working for you you are not working it you don't try to say oh this is just our top 10% and the other 90%

[43:55] YouTube https://youtu.be/MQ7EFznGWUI?t=2628 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
should suck no you're saying it should be the opposite the 90 80% should be the standard of people doing it right and then 20% is like you have some time to catch up but this is the standard of winning right here right if you know how to properly train and I think I just think the vast majority of people don't know how to train I just think I think it's it's 95% of

[44:15] YouTube https://youtu.be/MQ7EFznGWUI?t=2648 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
organizations don't know how to train anything and so they basically just roll a dice when they hire somebody and they have no idea whether to judge if somebody's a good salesperson or not and they throw them in and if they close they say awesome this guy's a good salesperson which means he had all the building blocks already which means it had nothing to do with you right and

[44:32] YouTube https://youtu.be/MQ7EFznGWUI?t=2665 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
your sales system is you gave them a PDF and you said please learn the script and then they kind of disregard it because they had an experience that might have been better they might be better at sales than you are but unless like the worst thing that can happen for us for example not the worst thing but like if someone comes in he's like I'm an absolute hardcore whatever closer maybe

[44:48] YouTube https://youtu.be/MQ7EFznGWUI?t=2681 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
he does have a really high closing rate but if you come into our system I prefer to be like the Patriots like we have a system this is what we run here this is how we do things and if you come in you go off script you're not going to work here that's all it is now there's a hundred other companies that will take

[45:01] YouTube https://youtu.be/MQ7EFznGWUI?t=2694 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
you and you can go mess up their sales teams but you're not going to mess up mine right if that guy's a team player and he says I will do your script I have a handful of suggestions that I want to do I'd be like replicate before you iterate that's one of my rules like love it if you can meet everyone else's standards then you can tell me your suggestion yeah so and and so if they do

[45:18] YouTube https://youtu.be/MQ7EFznGWUI?t=2711 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
that then they say I think if we if we change this question I think it would frame things then I'd be like awesome you change it I'm going to keep the rest of the team the same and if your close rat's higher I'll put it team wide and that's how we iterate so like we'll still keep the whole like because you have to test I mean I always like to test things in scale scripting whatever and so it's

[45:35] YouTube https://youtu.be/MQ7EFznGWUI?t=2728 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like we're still going to keep the block of the team the same because we know the system works and we'll change this one thing for you and then we'll see if it works better and if it doesn't and most times there's just no change in which case get back on the script got it would you would you advise I talk to sometimes small business owners and they just launched a program hey Dan I just

[45:51] YouTube https://youtu.be/MQ7EFznGWUI?t=2744 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
launched a program on school I need a salesperson now they say so I need a salesperson I need somebody on the calendars and sometimes you know maybe you want to hire in threes and the reason why I like doing that is because I don't like blaming positively or negatively if emo comes to my organization and he's fcking up just like you said I can't really blame EML

[46:09] YouTube https://youtu.be/MQ7EFznGWUI?t=2762 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
because I'm like is it the script what's wrong is he lazy XYZ but if I hire EML Bri and Sam and everybody's up I might have a problem here right or you know I could say well you know this guy's winning and both you guys aren't winning and he came in with no experience I like to always just hire in a batch instead of just hiring one let's

[46:27] YouTube https://youtu.be/MQ7EFznGWUI?t=2780 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
transfer into a school for a second so we just we're publicly launching it's our sales role play because I believe in sales my brand is world class closer so I either say you're a world- class closer you're a world class Winger when somebody tells you something your objection response changes every single

[46:39] YouTube https://youtu.be/MQ7EFznGWUI?t=2792 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
time and you're just freaking winging it right I think role play is so important know when you see LeBron James take a game seven winning shot he's done it a million times in the gym he makes it seem so freaking easy just like you said you don't want to practice you know on your leads you don't want to burn your lead so we just opened up something called our world class closer sales role play so I roleplay with these

[46:56] YouTube https://youtu.be/MQ7EFznGWUI?t=2809 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
individuals every single week over Zoom me personally doing it for like 30 minutes every single part of the script right so and it's for every single industry and now we're hosting it we decided to host it on school and when we soft launched it to our community what I realized is number one the engagement is

[47:13] YouTube https://youtu.be/MQ7EFznGWUI?t=2826 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
phenomenal through school the engagement is amazing already and there's only a couple hundred people right now inside of the platform why do you feel like school has the success it does right now what's the key indicator why people love school right now I like to use the analogy of 100 golden BB's no silver

[47:26] YouTube https://youtu.be/MQ7EFznGWUI?t=2839 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
bullets and so it's a lot of little details and it's hundreds and hundreds of little details of trying to make it just that much better and so even I was talking to Sam who uh is the co-founder and he uh he was talking to me about like the live light for like if someone's got a little green icon next to them he's like well it sounds simple

[47:44] YouTube https://youtu.be/MQ7EFznGWUI?t=2857 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
right you say okay well if they're online make it green he's like but what if someone's online on their phone and then they turn it off and then they're on their desktop what if they're using multiple browsers what if they have a tab they have the tab up but they're not on that tab how long do I give them

[47:56] YouTube https://youtu.be/MQ7EFznGWUI?t=2869 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
before I go for from green to not green right and then he's like because thing is if if I if I turn it off too fast then people are going to feel like they're having conversation then it's over but the person's still paying attention they're switching back and forth but if I have it too long then they're going to be messaging be like hey where are you right and so that's just like one iota of an example of all

[48:13] YouTube https://youtu.be/MQ7EFznGWUI?t=2886 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
the details that exist within school to make it better but the um but uh Daniel who's the um never mind sorry the uh the the head the the whole development team um came from a gaming background m and so they came from Riot games and so they know how to gamify things in a way that makes it fun and so one of the big missions of school is to make make Business Online fun and easy and so the whole concept of

[48:39] YouTube https://youtu.be/MQ7EFznGWUI?t=2912 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
building a community for Fun and Profit right is that we wanted to take all the friction out and so the reason that most people can't get sorted in line for example is that like Tech is that no one can do technology it's like okay well what if we just took all of that barrier way and just made it easy and then within the communities if we know that people in our communities engage way

[48:56] YouTube https://youtu.be/MQ7EFznGWUI?t=2929 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
more then they're going to stay longer refer more friends and so the people who own the communities just make more money because the the platform itself will make you the money correct now that's on the microcosm level on the macro level there are many communities on school and so it allows people to search for whatever they want to learn and that's

[49:14] YouTube https://youtu.be/MQ7EFznGWUI?t=2947 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
what I'm you know super passionate about which is like to make real business education accessible for everyone schools should make education accessible for everyone so whether you want to teach watercolor or you want to put your uh your downline on there or your sales org or whatever it is in that that place and you want to teach them in a systematized way it's one of the best ways to do because if you put it in a

[49:32] YouTube https://youtu.be/MQ7EFznGWUI?t=2965 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
let's say a wh labeled whatever sure there's going to be it's going to be dead and that's the problem is there's no activity there's no life and so inside school there's so much activity because it's been so gamified for engagement that that's why you're seeing the engagement that you are and that's and I can't take credit for that that's the dev team that's Sam that amazing at

[49:50] YouTube https://youtu.be/MQ7EFznGWUI?t=2983 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
product um I just saw the stats because I came in as a business guy and I was like what are the growth what are the what are the the referral rates and the thing was growing with zero marketing I'll just say a lot every single month right and for years and so as soon as I saw that I was like this is a product and so that's why I you know

[50:08] YouTube https://youtu.be/MQ7EFznGWUI?t=3001 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
wrote a massive check and then became a co-owner there's creators on here watching right now so asides from the sales people what do you feel creates a very solid Community like if you could boil down to two to three things what's a strong community in your eyes so communities approximate access so they're fractionalized access whoever owns the community people are getting a

[50:27] YouTube https://youtu.be/MQ7EFznGWUI?t=3020 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
very small slice of them for usually a much lower price than they would normally charge for like oneon-one got it in person if that's the absolute extreme you training somebody oneon-one on how to sell versus one to many in a remote setting be the absolute opposite and so it's a fractionalized version of that so how do we approximate access so

[50:45] YouTube https://youtu.be/MQ7EFznGWUI?t=3038 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
one is having a very simple value prop for the community which it's about value per second rather than seconds of value and so a lot of people want to build communities and say like I'm I'm going to stuff so much stuff in there but then the number one reason that people cancel communities is overwhelm and so that was a big finding

[51:02] YouTube https://youtu.be/MQ7EFznGWUI?t=3055 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
for us and so we're like oh okay so it's actually about pairing things down because fundamentally people usually buy for one or two like one or two reasons and as long as the the value proposition that we have for the community just meets that one thing then they're like oh I got it and so more people want to be like Oh I'm consuming this whereas

[51:20] YouTube https://youtu.be/MQ7EFznGWUI?t=3073 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
let's say you offer a hundred things and they use one even if I had the same price for 100 things and I only gave one thing and somebody uses one of one versus one of 100 they will feel like they're getting way less value if they use one out of 100 things right because they feel like they're not using it and so we found that it's actually about making fewer things better inside the

[51:40] YouTube https://youtu.be/MQ7EFznGWUI?t=3093 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
community that people actually will consume because everybody already has all the information they need at their fingertips everybody has Google so there's no lack of information it's about curating the information and focusing on how do I compress it and make it the most adjustable as humanly possible for those people from an information perspective from the AIS side so I said it was two things from the information side from the access

[51:58] YouTube https://youtu.be/MQ7EFznGWUI?t=3111 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
side it's what are the ways that have the closest approximation to you and so I think like weekly call and maybe like one big thing like that's what we're doing at school because we've looked at the data it's like I do one call a week inside of the community for school and one day a month I do eight hours of full training with the top Community owners who won that month that's what's inside

[52:19] YouTube https://youtu.be/MQ7EFznGWUI?t=3132 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
got that's it and that way they can stay up to date with it they're like no I didn't miss anything like I watch the video and once a month I do a Saturday and I binge it but if I if if because what we had for a minute was we had three calls a week with basically we took the top winners we interviewed all of them we asked some these questions we put all of those in we're like we're just overd delivering with value but

[52:37] YouTube https://youtu.be/MQ7EFznGWUI?t=3150 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
people were like I'm getting behind I can't I can't keep up with all this stuff and so it's like okay what are the fewest things they absolutely need to be successful and give nothing else not because we can't but because they can't handle it right and that was a big finding for us and so it's about having fewer better things that even one of the

[52:55] YouTube https://youtu.be/MQ7EFznGWUI?t=3168 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
things on its own it's like that alone is worth it right and so just the calls with Alex is worth it just the calls with d alone is worth it the one down like the one eight hour thing a month my God people pay $50,000 $100,000 a year for masterminds and this guy's making more than those guys and he's just giving it away right that alone would be worth it and so we want the few bullets

[53:14] YouTube https://youtu.be/MQ7EFznGWUI?t=3187 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
of value in and of themselves to be worth far in excess of the price that even if they only use that one thing it' be worth it but we don't want to have a list that's this long right we want to have a couple of core things that are the main reasons someone buy are the shoes comfortable do they look good and

[53:27] YouTube https://youtu.be/MQ7EFznGWUI?t=3200 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
are they affordable smart yeah and that's the idea so it's smaller things higher usage make sure people are not getting intimidated by everything else how how recently when did you just partner up with SCH so January 9th is when we announced it I think that you partnered up with them right that's when we announced it what what's next for you inside of the business like where are

[53:44] YouTube https://youtu.be/MQ7EFznGWUI?t=3217 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
you looking to take school I mean we want to go all the way you know we want to we want to have a place where people can learn whatever they want to learn and teach whatever they want to teach and do it inside of a community and part of the reason that school even began was because um Sam had a big kind of coaching business called consulting.com yeah and

[54:01] YouTube https://youtu.be/MQ7EFznGWUI?t=3234 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
he saw that people would buy the training they would log in they'd watch two or three videos and then they'd spend the rest of their time in the Facebook group and but the Facebook group sucked it's like they would get sucked off they'd have ads from competitors the post didn't have any reach so you have to have a support team to manage the fact that no one could get their questions answered because no one

[54:18] YouTube https://youtu.be/MQ7EFznGWUI?t=3251 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
would see the questions and there was no gamification and all these other things and so he was like is there a way that I can put the courses the schedule for the for the classes the actual Community itself could I put leaderboards in place could I gamify it so that when someone adds more value to the community they get rankings and what that does is it encourages people to actually provide

[54:36] YouTube https://youtu.be/MQ7EFznGWUI?t=3269 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
value so this is one of the most ingenious things is that because you get points for engagement for your long-term status you are incentivized to make good quality posts correct and so that makes the it lifts the overall quality of the community and so one of the the the the the big benefits is being a community owner is that it's kind of like hosting

[54:54] YouTube https://youtu.be/MQ7EFznGWUI?t=3287 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
a big party it's not really about who host the party it's about how good the the people at the party are and so if you curate the right atmosphere like you don't need to be the coolest guy you just have the right people in the room and so one of the other cool things probably my favorite feature of school is like I I probably write like one long

[55:12] YouTube https://youtu.be/MQ7EFznGWUI?t=3305 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
form Post in there probably two three times a month like I'm like you know what I'm seeing this common question like let's let's crush it right it's I'll write a really thought out post and that can actually go into the curriculum and so you can write the post see that it works really well well and then you can just tag it and Associate it with part the course of curricul because a

[55:29] YouTube https://youtu.be/MQ7EFznGWUI?t=3322 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
lot of people and we found this out too A lot of people just prefer to read as much as there's there's lots of video stuff sometimes video seems long you're like I'd rather just read the post yeah and people are more well thought out like when people make videos they just ramble and bl but like when you write

[55:41] YouTube https://youtu.be/MQ7EFznGWUI?t=3334 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
you tend to be a little bit more concise with your language and so uh but you can also use that from your community so if John makes an amazing post on how to follow up with a ghosted lead you can just tag that into followup and then underneath of the video you've got John's post too right and so these

[55:58] YouTube https://youtu.be/MQ7EFznGWUI?t=3351 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
things don't disappear anymore the best things you can uh uh turn into artifacts that that crystallize and stay there forever so you can immortalize things and I think that the best content that I've had like in gym launch when we had the community of gym owners like some of the best content that was there wasn't for me it was from from the gyms and I I

[56:16] YouTube https://youtu.be/MQ7EFznGWUI?t=3369 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
just had to lose it and then I'd have to like take it and then I have to like make a video on it and put it and then it would like lose its its its value but if you could see that post with all the engagement and the questions being answered underneath it makes for a much more engaging education overall right and so that's one of I mean we do that right now in the school Community like

[56:32] YouTube https://youtu.be/MQ7EFznGWUI?t=3385 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
in the school games if someone has figures out like hey I'm running ads in the ads section it's like Evelyn made a great post on how she's running and what she's doing let's put it right over I didn't have to do it Sam didn't have to do it and so you you kind of crowdsource the value itself and so those things alone it's like you provide your role playing you do one big training per

[56:50] YouTube https://youtu.be/MQ7EFznGWUI?t=3403 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
month that's really valuable right and you curate a community that already has all the incen built in place to provide the most valuable posts and then you put those things in to the area where they can be immortalized and people get incentives to make amazing stuff because they get points and they raise in status

[57:08] YouTube https://youtu.be/MQ7EFznGWUI?t=3421 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
yeah we've seen it right away like people like it's encouraging great Behavior just like you said like everybody's going to show up to the Gatsby party and everybody's going to look great right Gatsby doesn't even have to show up everybody just looks good at the Gatsby party it's the same thing that's happening inside of our community people you're encouraging valuable Behavior too as well there's

[57:25] YouTube https://youtu.be/MQ7EFznGWUI?t=3438 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like in some communities you will see people you know talk and there's hate Etc we've seen none of it we've seen none of it like I I don't know why it might come sure this is part of you know the internet Etc but everybody just like came together as family and it was like Sally was helping John within like a matter of an hour and these two people

[57:45] YouTube https://youtu.be/MQ7EFznGWUI?t=3458 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
I know were completely disconnected guy's like man how would you do this and then everybody's answering on the post oh this what I would do with this Prospect Etc and it made my life easier as a Creator and people have to understand this like cuz you can only do so much I'm like oh 18 people just answer it I just liked it I said good answer yeah that's it oh that's right I

[58:04] YouTube https://youtu.be/MQ7EFznGWUI?t=3477 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
like excellent breakdown like all the time and um the the crazy thing about this is that the putting all the incentives in place is what actually takes like a long time to build that kind of builtin incentive that people behave the way you want to but even the look in the feel of school is purposely like fun you know mean it's light and so

[58:22] YouTube https://youtu.be/MQ7EFznGWUI?t=3495 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
that it's it'd be weird if there's like this long troll post because it's like it almost feels like it it sticks out right um but to your point the whole point for creators is we want to make it the most leverage for a Creator to be able to host a community and if you have thousands and thousands of members you can't answer everyone's question and one of the problems with Facebook for example is

[58:41] YouTube https://youtu.be/MQ7EFznGWUI?t=3514 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
that if you make a PO or one of your customers makes a post no one sees it because it it reaches like 5% of people and if it's not a good post it just disappears Into The Ether and so one of our super users has you know tens and tens of thousands of of members in her community saying I pay $400,000 a year in support just because I no one gets

[59:01] YouTube https://youtu.be/MQ7EFznGWUI?t=3534 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
questions answered on Facebook because it's dead because no one actually sees the posts and she's like in school I could cut 400,000 year out of my out of my payroll because every post gets 100% reach and when I post everyone sees it like 100% see it and you can notify everyone also via email that you made a post and we we limit it so that you can only do that once every three days as a

[59:20] YouTube https://youtu.be/MQ7EFznGWUI?t=3553 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
Creator so you don't spam your your audience and that way when they do see an email they're like oh it must be worth it and so we've you know we've been able to test these cadences that like once every 3 days it's a sweet spot where like you make something that's really valuable like hey I did this breakdown post you should check it out and you you notify which because you're an admin you can do that and then everyone sees it for anybody to sign up

[59:39] YouTube https://youtu.be/MQ7EFznGWUI?t=3572 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
it's school like in my community for anybody sign up it's school.com yeah slam gam yeah because in the games we have a couple of extra you know fun things it's a I think it's a 14-day trial I take calls once a week we have an eight hour dump that I do once a month of like oh huge in-depth training on all the best community owners and

[59:58] YouTube https://youtu.be/MQ7EFznGWUI?t=3591 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
what they're doing to reduce turn how they're pricing how they're acquiring customers what are they doing to make content run ads do Outreach do phone sales some of them doing direct to the about page how they're optimizing their about page to increase conversions all that kind of stuff like the in-depth

[1:00:09] YouTube https://youtu.be/MQ7EFznGWUI?t=3602 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
tactics um and then there's just the community that's awesome and I have a stepbystep training too if like you're starting from zero to one and starting is that is that paid or free that's it's free for the first 14 days and the Go games for free yeah for the first 14 days and cancel if I want to cancel yeah got it yeah I like to make it back fo you know so I would get access if I were

[1:00:27] YouTube https://youtu.be/MQ7EFznGWUI?t=3620 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
to access games right now I would get access to all the content in the past two as well yeah I can use up everything yeah got it the the the one stick for the uh the the the big eight hour unlocks they unlock when you get three members into your group ah love it into your group you said yeah into your community because to join the school games you have to have you have to be a

[1:00:46] YouTube https://youtu.be/MQ7EFznGWUI?t=3639 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
school Community owner that's how it works you start a community and in the school games they teach you how to run communities that's the school games right right right right right if you were like I want to learn whatever then you search Discovery and just find whatever groups you want so if you're

[1:00:58] YouTube https://youtu.be/MQ7EFznGWUI?t=3651 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
going into Daniel's Group for sales then you would type Daniel and you'd have sales and then you'd be up there and then they join so people are going to the basketball Community they're going to the watercolor Community they're going to the sales Community they're going to all these different communities and the nice thing is that when I mean

[1:01:11] YouTube https://youtu.be/MQ7EFznGWUI?t=3664 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
this is where the compounding effect happens is that if Susie has a water coloring and John has basketball and you have sales when Susie brings watercolor person in they also see your stuff and so the traffic and the way that the algorithm works is that the best communities right R in the rankings and so we will feed the best communities

[1:01:29] YouTube https://youtu.be/MQ7EFznGWUI?t=3682 || The World’s Greatest Sales Interview with Alex Hormozi and Daniel G “Off the stage Episode 10” (Daniel G, 61min)
ourselves with the mountain of traffic that we have and there's free community so it's free on the optin and then free on the community back in that's freaking weekend anyways dude thank you so much foring us thank you


VIDEO
TITLE: Helping a Dentistry Practice Scale
URL: https://youtu.be/MSkIm-7_Z9I
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/MSkIm-7_Z9I?t=0 || Helping a Dentistry Practice Scale
I sell beautiful custom porcelain veneers uh to anyone with healthy teeth. So, we don't do dentures. It's like the smile makeovers. Okay. Uh last year we did 2.4 million and I would like to be at five million revenue for each location across the nation. How many locations do you have? We have two right now. Okay.

[0:19] YouTube https://youtu.be/MSkIm-7_Z9I?t=12 || Helping a Dentistry Practice Scale
Our second one is struggling. So, I uh I know I know, Alex. It's like you I was like laughing so hard cuz you're like, "Oh yeah, the we just have to open up the third and I want to open up my third here in Vegas." Sounds like a great idea. Commons. I know, right? Yeah. It's like if the first one was here and the second one

[0:39] YouTube https://youtu.be/MSkIm-7_Z9I?t=32 || Helping a Dentistry Practice Scale
and then this one came up a little bit, now we're less profitable, then the answer is definitely to add a third. Yeah, it totally makes sense, right? I know. I'm crazy. So, originally, like, you know, I I came in here because I was like, I just need to find the perfect team to get me like across the nation,

[0:54] YouTube https://youtu.be/MSkIm-7_Z9I?t=47 || Helping a Dentistry Practice Scale
right? We're going to open up so that way people have someone that they can trust and then doctors don't hate their lives because they're changing people's lives instead of just drilling filling, you know, solve. Yeah. Well, yeah. And so that's originally what I came here for and now I'm focused on revenue.

[1:13] YouTube https://youtu.be/MSkIm-7_Z9I?t=66 || Helping a Dentistry Practice Scale
So now I have to figure out how can we increase the revenue, more Google ads, more LinkedIn post. Do I become the Alex of cosmetic dentistry? you know. Yeah. Yeah. Um, so first off, great. You know, kudos on focusing on making more money. Um, for a model like yours, it's absolutely a it's a it's a mousetrap thing. So, you

[1:38] YouTube https://youtu.be/MSkIm-7_Z9I?t=91 || Helping a Dentistry Practice Scale
know, there's going to be a brand. So, you being the face of the brand, I don't think it's a bad idea. I think that's fine. Um, but most of the people who I who I see really succeed in that space are they're basically doing very regular collab posts with people who are prominent, semi-prominent, um, showing

[1:54] YouTube https://youtu.be/MSkIm-7_Z9I?t=107 || Helping a Dentistry Practice Scale
off their their results. Um, you if you want, you know, offering some sort of discount in order for people to do that, you might be able to just get away with it anyways and not offer a discount because some people are very happy with it. I don't know the space as well. Well, I don't know the sensitivity in your

[2:08] YouTube https://youtu.be/MSkIm-7_Z9I?t=121 || Helping a Dentistry Practice Scale
space to showing off the smile. Um, in the plastics world, uh, some people, depending on the plastic surgery, uh, you know, some women aren't like as apt. Obviously, it's co-ed for what you're doing. Um, but yeah, collaboration post in terms of building out the brand, uh, long term, but in terms of increasing

[2:23] YouTube https://youtu.be/MSkIm-7_Z9I?t=136 || Helping a Dentistry Practice Scale
revenue, um, you got to get more customers because I'm guessing average case is what, $20,000, something like that. Yeah. 15 to 50. Okay. Yeah. So, uh, you know, when I hear 2.5 million, I'm like, okay, so you did 100ish cases last year. Um, so that's two a week between each location. So it's one person per week

[2:39] YouTube https://youtu.be/MSkIm-7_Z9I?t=152 || Helping a Dentistry Practice Scale
per location. Feels super slow and we can do it like every day, right? Yeah. So you have like it's like instead of instead of being like okay I want to get across the nation I think the object how long does it take to do one of them a full day? Um just four hours. Four hours. Can you do two in one day?

[2:55] YouTube https://youtu.be/MSkIm-7_Z9I?t=168 || Helping a Dentistry Practice Scale
Yes. Okay. So you have the potential to do 10 a week, right? So you could be at a million a month per location. So you have 25 million just within your existing capacity and you're doing 2.5. So you have a 10x without increasing any any capacity. Like when you're like I want to open a third location, it's like for

[3:12] YouTube https://youtu.be/MSkIm-7_Z9I?t=185 || Helping a Dentistry Practice Scale
why? It's like we like like let's go from, you know, 2.5 to 25 with the two we've got. And until we're at 25, why bother? Like let's just milk this because fundamentally all we have to believe is that you can get 10 people in a local market to say they want to fix their teeth um all cash. Correct. Yes.

[3:32] YouTube https://youtu.be/MSkIm-7_Z9I?t=205 || Helping a Dentistry Practice Scale
Okay. So, um you just have to have a local ad strategy and you continue to make the content because it's it's going to be a combo. It's going to be a combo because the brand is going to be for sure a huge source like you know Instagram DMs, people saying like, "Oh my god, I've been following your page for however

[3:49] YouTube https://youtu.be/MSkIm-7_Z9I?t=222 || Helping a Dentistry Practice Scale
long." Just making sure that in your stories you're regularly doing CTA so that you can, you know, siphon that. Um, the next thing is that people who follow you, you should immediately have your staff uh DM them. Uh, just like a a quick triage question. So, right now, how many people do you have on Instagram

[4:04] YouTube https://youtu.be/MSkIm-7_Z9I?t=237 || Helping a Dentistry Practice Scale
follow you? 6700\. Great. Do you know how many you get a month? No. Okay. Worth looking at. Okay. You can find out in exactly 10 seconds. Uh, so 10 seconds from now when you know what that number is. Uh, let's just say that you're getting a 100 followers a month net. Um, basically those 100 followers, that's three a day. you just

[4:24] YouTube https://youtu.be/MSkIm-7_Z9I?t=257 || Helping a Dentistry Practice Scale
have your front desk, you know, DM them all and say, "Hey, uh, three new people every day. Uh, are you here just to like look at the smiles or because you're actually think considering this, you know, for yourself?" And right there, you just created yourself 100, you know, leads a month. Maybe one out of four

[4:39] YouTube https://youtu.be/MSkIm-7_Z9I?t=272 || Helping a Dentistry Practice Scale
says, "Yeah, I'm kind of interested." Cool. Well, there's 25 qualified leads per month or 25, you know, interested leads. So, it's like, okay, well, there's 25 consults a month. That's just from that's like boom, there's that, right? Um, sorry. I was just watching you take notes to make extra. No. Yes. Thank you.

[4:55] YouTube https://youtu.be/MSkIm-7_Z9I?t=288 || Helping a Dentistry Practice Scale
No, you're good. So, basic you just the the the great thing about your business is that it's easy as to advertise and because it's so visual, right? So, you know, it's literally like sad face, happy face, like it it works, right? Um, it also is so easy to do collaborations with. And the the other thing that's

[5:14] YouTube https://youtu.be/MSkIm-7_Z9I?t=307 || Helping a Dentistry Practice Scale
amazing is that the margins are insane. And and the other thing if but wait there's more. Um every unit you compete against is not a business person and sucks at business. So it's like my god. Um so yeah all that to say uh yes go from 2.5 to 25. Don't open up the third location. We need to increase demand.

[5:31] YouTube https://youtu.be/MSkIm-7_Z9I?t=324 || Helping a Dentistry Practice Scale
One of them is you can milk your Instagram way more by doing collaborations. Um you know doing regular CTAs and then having people who follow you DMing them for to see if they're interested. That's like level one. And the second is getting the ads going which you need to do and we we're happy to walk you through

[5:47] YouTube https://youtu.be/MSkIm-7_Z9I?t=340 || Helping a Dentistry Practice Scale
what's CTA call action. Thank you. Sorry. Sorry. I I do know that. And then the other um Oh, I already forgot what I was going to say. You could just do that and run ads and we'd be primo. As far as the collaborations, do I do that with my personal page or with my business page? Have other documents. You can do all three.

[6:09] YouTube https://youtu.be/MSkIm-7_Z9I?t=362 || Helping a Dentistry Practice Scale
Okay. Because you can do I think I think did anyone know how many? I know you can do at le for sure you can do three. You can do five. Yeah, you can do five. You can do your your your your doctors, you the location, and the person. Okay. Do it all. Cool. Have a dance. Yes. Absolutely. If you're a business

[6:26] YouTube https://youtu.be/MSkIm-7_Z9I?t=379 || Helping a Dentistry Practice Scale
owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they

[6:41] YouTube https://youtu.be/MSkIm-7_Z9I?t=394 || Helping a Dentistry Practice Scale
got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing,

[6:54] YouTube https://youtu.be/MSkIm-7_Z9I?t=407 || Helping a Dentistry Practice Scale
sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and

[7:08] YouTube https://youtu.be/MSkIm-7_Z9I?t=421 || Helping a Dentistry Practice Scale
if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
URL: https://youtu.be/MwU7mXoLfRM
PRIMARY_TOPIC: scaling
TOPICS: scaling, case-study,scaling

[0:00] YouTube https://youtu.be/MwU7mXoLfRM?t=0 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
Big fan. Big fan. Been watching you for like five years, man. Really excited to work with you. Um, pleasure. So, yeah. Um, so I'm gonna come on to L3 really, really soon. Really, really excited. But till then, want to hop on the hotline with you. So, I mentored Tik Tok Shop affiliates into getting high

[0:14] YouTube https://youtu.be/MwU7mXoLfRM?t=7 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
ticket brand retainers, brand deals. We're on track to do 2 million this year, and I want to get to 20 million. Mhm. I'm turning away clients because I only have one coach besides me, and it's my only expense. Okay. I spoke Yeah. I spoke to Ned. He told me to get a coach. 100K. Got it. We're getting good.

[0:32] YouTube https://youtu.be/MwU7mXoLfRM?t=25 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
Okay. Um, so my my best coach was a successful uh successful client first. So I know that talent is like in my pipeline because I'm training them to get these deals. Yeah. I'm doing two things like too many things at once. What should I do? Well, what are the too many things right now? It says you can't take on more

[0:50] YouTube https://youtu.be/MwU7mXoLfRM?t=43 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
customers, right? Because you still have a supply constraint. So how are you getting leads right now? Uh, right now it's all I do free content, but 90% is referral. Okay, great. Word of mouth and like they love it. That's awesome. I mean, to be fair, when you when you help influencers, they are by nature vocal people and so they like

[1:11] YouTube https://youtu.be/MwU7mXoLfRM?t=64 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
even without social media, that type of person tends to tell people about their stuff. So, like that's good. Um, but I mean, it sounds like you're just supply constraints. So, functionally, what stops you from hiring a second coach? Well, I I uh I will, but um it's like that's one coach and then how do I get

[1:28] YouTube https://youtu.be/MwU7mXoLfRM?t=81 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
to like way more? What stops you from hiring 10 coaches? I feel like it's the delivery. Delivery as in what? So, what part of delivery is the thing that's holding you back? Delivering the brand deals on a consistent basis where I'm like, "Okay, I got it." So, you're getting them deals or are they doing stuff?

[1:49] YouTube https://youtu.be/MwU7mXoLfRM?t=102 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
No, I get them deals and I have them pitch. I basically teach them how to sell and they sell themselves to get the brand deals and you get intros. Yeah. Yeah. Okay. So, intros is the is the constraint, not the coaches. Yeah. Got it. Okay. So, you just need someone inhouse who's doing kind of outbound for

[2:10] YouTube https://youtu.be/MwU7mXoLfRM?t=123 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
you. Correct. Is that is that true? Yeah. Okay. So, um, a couple things. There are already platforms that exist that have aggregated a bunch of, uh, brand deals together, which I'm sure you're aware of those. I would see if I could one, do some deal with them. That'd be my first course of action. Second course of action, if I

[2:35] YouTube https://youtu.be/MwU7mXoLfRM?t=148 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
can't do that, would be to recruit one of their top kind of um, brand acquirers, whatever you want to call it, um, and see if they would work for me. That would probably be my second course of action. Third down the list would be I would spin up an OpenClaw instance and do outbound uh two brands over X

[2:54] YouTube https://youtu.be/MwU7mXoLfRM?t=167 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
followers uh or X sales on Tik Tok and see if and I would just generate it that way. Um that would probably be my third setup. And so in either of those things if you have more brand deals like whenever you because functionally you're you're starting a mini marketplace, right? So you have supply and demand.

[3:12] YouTube https://youtu.be/MwU7mXoLfRM?t=185 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
And so whenever you start a marketplace, you always want to start with the hard side. And the hard side is the the product. Like demand will come. So like if you're starting, the first thing you need to do if you're an Airbnb is you need to have a place to rent. Okay. Yeah. Right. So you got to get a seller who's

[3:28] YouTube https://youtu.be/MwU7mXoLfRM?t=201 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
willing to rent space, right? And so to the same degree, you need to go get deals brand like brands who want to give money. And then finding influencers who want money is not hard. Yeah. Right. That's why they have so many. Yeah. Right. And so the constraint of the business, so like what you're offering

[3:46] YouTube https://youtu.be/MwU7mXoLfRM?t=219 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
fundamentally is just money. Like that's what you're basically selling to these people. And so if you want to make more money, you got to go get them more money. And so if I'm thinking about the strategy of the business, I want to reorient my entire business because what you're going to see is every brand deal

[4:02] YouTube https://youtu.be/MwU7mXoLfRM?t=235 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
signed up, you're going to have some math around it. Do you get any percentage of the revenue that they do with the brand deal? Uh, I tried at the beginning, but it was a little too complicated. They didn't want to do my help then. So, what I did is I have I have them on retainer, so they pay me a flat rate to be with me

[4:18] YouTube https://youtu.be/MwU7mXoLfRM?t=251 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
and my access, but once they're in, they get access to all my my ideas that I've done as me being an influencer myself. Yeah. Yeah. Um, you'll be able to do some math on that. Um, and like the the more grown-up version of your model is you're just a talent agency. Uh so if you look at like WME or CA um as a model

[4:40] YouTube https://youtu.be/MwU7mXoLfRM?t=273 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
for that, just look at their digital practices. That's going to be kind of like a baseline of like what am I going to look at in order to model uh because you'll find very quickly because the thing is you have a flat rate so you're incentivized by volume. But if you can get somebody to close a you know $5

[4:54] YouTube https://youtu.be/MwU7mXoLfRM?t=287 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
million deal and you get 10 or 15%. Those add up pretty quick, right? And so that model already exists. Um and since the the industry is very relational driven like the single point of greatest leverage for you is the acquisition. So what you need to when I say acquisition I mean acquisition of brands and so you

[5:13] YouTube https://youtu.be/MwU7mXoLfRM?t=306 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
need to figure out LTV to CAC on a brand. Does that make sense? Yes. So how much marketing effort does it take me to close a brand on entering my network? And it might cost nothing as long as they're willing to take the call. And they'll probably give you some sort of requirements of like we only want to talk to influencer above X or

[5:30] YouTube https://youtu.be/MwU7mXoLfRM?t=323 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
whatever. Um, there's also probably a version of the business that for the low tier allows you to uh pull the influencers. So, like how many customers do you have right now? Uh, now I'm at 25. 27. And it's like it's a lot. Yeah. Yeah. So, in time, there's probably a low touch version of this that you say, "Hey, you're like you're

[5:54] YouTube https://youtu.be/MwU7mXoLfRM?t=347 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
not big enough to like really score deals on your own. you've got 20,000 followers or 80, I don't know, whatever your minimum requirement is below that, right? Um, and so you can say, "Yeah, but they'll do a deal with a hundred of you." And so that allows you to also you can bake in your premium because you're

[6:13] YouTube https://youtu.be/MwU7mXoLfRM?t=366 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
hurting the cats yourself. Okay? And so there's probably a bunch of opportunity there that I'm thinking about. But if I had to focus all of your effort on one thing for right now today, it's just LTV to CAC on brand acquisition. That's it. And from a tactical perspective, it's I would probably spin up OpenCL. Well, the

[6:30] YouTube https://youtu.be/MwU7mXoLfRM?t=383 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
three that I just outlined. First, I go to the platform, see if I can do a deal. Second, I would go recruit somebody from that platform. Third, I would go open call instance and starts doing DMs for accounts that overx and do that on a regular basis. That would be my one, two, three approach. Okay. And that part makes sense. Like

[6:45] YouTube https://youtu.be/MwU7mXoLfRM?t=398 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
just look for more brands. It's usually free. But I want one question want to ask before I there still be cost associated with getting them to sign up and go through the process. Even if they say yes, there's still cost of the outreach, the call, the like there's still cost the business will incur. Okay?

[7:01] YouTube https://youtu.be/MwU7mXoLfRM?t=414 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
You know what I'm saying? Yeah. Because also your ROI isn't even necessarily clear either because you have a flat rate for everybody. You adding more brands indirectly allows you to bring more people on, but not directly. Okay? Now, if you had a percentage, then you could very clearly see each brand on

[7:17] YouTube https://youtu.be/MwU7mXoLfRM?t=430 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
average six deals. I get this percentage. Average deal size is this. And then you'd have some math around it. But for right now, you're on a flat a flat fee thing, and that's fine. I'm not like I'm not I'm not offended by it. Um, but like you will find that some like of the 25, you probably have one guy who's

[7:31] YouTube https://youtu.be/MwU7mXoLfRM?t=444 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
really good or two guys. Yeah. Right. Yeah. Yeah. Yeah. That guy on his own probably has half the revenue of the business if you were to have a percentage based approach. And so the the game that you're in is you'll have to decide strategically whether you want to be a volume player or you want to be a high-end player.

[7:50] YouTube https://youtu.be/MwU7mXoLfRM?t=463 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
Both are fine. It's just that we need to decide day one which business you want to build. What do you think is best? It's not a It's not a which is best. It's not a which is best thing. They both work. CAA is a high-end, you know what I mean? Like and those are it's a massive company to the same degree. Many

[8:10] YouTube https://youtu.be/MwU7mXoLfRM?t=483 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
people have tried to build these platforms. I have yet to see I don't even know the names of any of them. So, I haven't se like there probably are some big ones. I just haven't seen any of the names. So, I would say it's it's it's probably difficult to do the hurting cats one. Um, but it's it's the nature of almost every

[8:27] YouTube https://youtu.be/MwU7mXoLfRM?t=500 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
service business that you go up in price. You develop a reputation, more people want you, better people want you, those people are willing to pay more, and up and up you go. Otherwise, you build it for scale first, which means the entire process of marketing, sales, onboarding is almost all automated. The brand deals

[8:44] YouTube https://youtu.be/MwU7mXoLfRM?t=517 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
are almost all automated, and you're just you're just clipping coupons on either direction. Both businesses are valuable. The high volume one is more valuable if you can demonstrate retention of both brands and customers. So charging them a flat rate to be in the network. I would I would encourage you to like I

[9:05] YouTube https://youtu.be/MwU7mXoLfRM?t=538 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
have to I have to look more at the numbers but like the thing that makes a company valuable is revenue retention. Period. And so if you can demonstrate that these influencers never stop wanting to pay you, that becomes a very valuable business provided you have good gross margins. It's amazing margin. It's like 94%.

[9:23] YouTube https://youtu.be/MwU7mXoLfRM?t=556 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
Per what? No, no. Yeah, there's profit. So that's good. But like what about but it's also it's it's you and starting out. So like but what about um retention though? What's the churn on them? Uh before it was like they wouldn't stay for two months to then leave. Mhm. I got better, came to the event. Um, I

[9:42] YouTube https://youtu.be/MwU7mXoLfRM?t=575 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
went to L1 again and did the whole thing and been here and now it's it's uh 90% retention. Okay. But I'm really overd delivering. Good. And because I'm like oneonone and it's like I'm like I'm sweating. I'm like I'm out of time. I do the one-on-one calls. Like I'm running out. I It's too much. I can't That's why I'm turning

[9:59] YouTube https://youtu.be/MwU7mXoLfRM?t=592 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
people away because it's like overd delivering so much. So again, no matter what path you do, whether you go up or you go down, what you're going to have to automate and really get into building out with AI is normally I would say you could hire people, but the world has changed. And so like now you just build this out with

[10:20] YouTube https://youtu.be/MwU7mXoLfRM?t=613 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
AI workflows. You can build a billion-dollar company with this. No question. And it's because the game has changed. So, like if I were to start a marketing agency 5 years ago, it's not the best opportunity vehicle. You can make some money, but it's a very hard business to make a lot of money in. Fast

[10:39] YouTube https://youtu.be/MwU7mXoLfRM?t=632 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
forward to today, um I think it was A16Z, one of the one of the guys said this, and I I like the quote, but he said, "The next trillion dollar company is a technology business disguised as a services company." And so you think you're signing up for an agency, but the whole thing on the back end is all, you know, clawed, AI,

[11:03] YouTube https://youtu.be/MwU7mXoLfRM?t=656 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
whatever workflows that have been built. And so all the stuff that you're doing manually, you have to think about it from a workflows perspective of what are all the actions that I do on a daily basis. You probably do a shitload of them, right? And you have to be able to one by one bucket those actions into

[11:14] YouTube https://youtu.be/MwU7mXoLfRM?t=667 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
workflows that create the outcome for the customer. When you document each of those workflows, and you might have 67, it might be a lot, right? That actually create the outcome for the customer. one by one, you will automate each of those. And so when you do that, you can actually scale this thing to the moon

[11:31] YouTube https://youtu.be/MwU7mXoLfRM?t=684 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
the way you want to. And the thing is is that no matter what direction you're going to go in, whether it's high-end or low-end, you having all of these workflows dialed in, I see is important and probably a worthwhile thing to do now before you get too overwhelmed in actually running the business. And so a

[11:45] YouTube https://youtu.be/MwU7mXoLfRM?t=698 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
lot of people who start businesses in this, you know, nowish time have a tremendous um advantage over in like existing businesses because like I've got 200 plus people that I got to deal with plus our portfolio company employees. And so I've got a lot of dead weight that I have to to to deal with to

[12:00] YouTube https://youtu.be/MwU7mXoLfRM?t=713 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
move the Titanic whereas you it's like you can be more nimble. And so like you want to play to your advantage and not like just purposely take on weight when you don't have to. And you're going to clients. Yes. No. No. Not clients. the the employees that you're gonna have in order to basically don't grow faster

[12:19] YouTube https://youtu.be/MwU7mXoLfRM?t=732 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
for some arbitrary reason. Fix the ops of the business so that you can get your time down to almost zero. Then scale zero and you can do it now because you got the cash flow and you got the time. So it's like this is it. You got to go slow to go fast. You dig? Perfect. Thank you so much, Alex. Appreciate you, man.

[12:40] YouTube https://youtu.be/MwU7mXoLfRM?t=753 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
Congrats on the How much did you grow? How much did you uh grow since you've been doing our stuff? The whole business is in Alex for most like I have their I I read your books all the time all every day. I'm in number one like I'm I'm all the whole thing. When I was um when I came out to L1 in September, I was doing

[12:58] YouTube https://youtu.be/MwU7mXoLfRM?t=771 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
about you know I had about five clients and now I I came back. I'm at 27. Signed up one today. We're doing 10K days. It's been eight days hitting it. 10K a day. That's awesome, dude. I love it. But it's growing too fast. So that's why I always ask. Thank Don't grow too fast. Yeah. Rock and roll, man. Appreciate

[13:12] YouTube https://youtu.be/MwU7mXoLfRM?t=785 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
you. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[13:28] YouTube https://youtu.be/MwU7mXoLfRM?t=801 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the

[13:41] YouTube https://youtu.be/MwU7mXoLfRM?t=814 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap,

[13:54] YouTube https://youtu.be/MwU7mXoLfRM?t=827 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas

[14:09] YouTube https://youtu.be/MwU7mXoLfRM?t=842 || Helping a $2M Coaching Biz Hit $20M (The Supply Problem)
and we'll do this in person live.


VIDEO
TITLE: Helping an $850K Solar Business Scale
URL: https://youtu.be/N03zXANv5N0
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/N03zXANv5N0?t=0 || Helping an $850K Solar Business Scale
I sell solar. I'm I'm like a marketing company for solar providers in California. Uh so we sell to homeowners. Uh I'm currently we opened up last April. Uh and I did $850,000 last year. So um I want to be at $10 million. The biggest I know. I know. Um the biggest concern that I have Huh. Yesterday. Yesterday. Yeah. Um

[0:25] YouTube https://youtu.be/N03zXANv5N0?t=18 || Helping an $850K Solar Business Scale
I think that our my biggest concern right now is that I think we have a very much of an apples to apples comparison to other solar companies. Um I don't think our offer is actually that special in terms of like you know relatively speaking commodity. Yeah. Yeah. For sure. Um and so I've been trying to find ways to create an apples

[0:42] YouTube https://youtu.be/N03zXANv5N0?t=35 || Helping an $850K Solar Business Scale
to oranges comparison. Um our sales rates like me and my business partner were very good at sales. So we have like a you know we did door to door for like a decade. So you know we're like 80% close rates. Um but it's a battle right. we and we do lose people to price shopping which is you know we're 100%

[0:56] YouTube https://youtu.be/N03zXANv5N0?t=49 || Helping an $850K Solar Business Scale
virtual. Um so I'm trying to figure out how to create an apples to orange uh comparison in the solar industry which is very much a commodity market. Yeah. But you don't have control over the product, right? That's correct. Yeah. So um I I'll be honest, it's very tough. like you can't you actually can't really

[1:21] YouTube https://youtu.be/N03zXANv5N0?t=74 || Helping an $850K Solar Business Scale
change your offer, right? And so the only thing that you can do is change the terms, but it's a zero- sum game. So every dollar you take out of your pocket, you put it into, you know, the co like every dollar you give the customer, you're taking out of your pocket because you you can't control the variables, right?

[1:35] YouTube https://youtu.be/N03zXANv5N0?t=88 || Helping an $850K Solar Business Scale
Yeah. Um, so what were the margins that you made on the 800? Uh, we made half of that. Okay. Yeah. So I'll say this. I don't think the constraint of the business is that it's commoditized. Okay? So although it may be frustrating, you're running 50% margins on a business that you have very little operational

[1:55] YouTube https://youtu.be/N03zXANv5N0?t=108 || Helping an $850K Solar Business Scale
complexity around. And so if you want to hit 10 million, you absolutely could hit 10 million. There's tons of solar companies that go from 0 to 10, 0 to 20 in like 12 months, 24 months. It's not that uncommon. Yeah. Um but the business that you're really in is the recruiting, hiring, training of salespeople business. And that's

[2:11] YouTube https://youtu.be/N03zXANv5N0?t=124 || Helping an $850K Solar Business Scale
that's the game, right? the business is not super sellable. Um it I mean it is sellable like you can sell like one times uh and then you can basically meld your team into some other guy's distribution base and it all gets aggregated and that's kind of how that industry is going. Um but I don't like basically you don't

[2:28] YouTube https://youtu.be/N03zXANv5N0?t=141 || Helping an $850K Solar Business Scale
have enough control over the business to really materially change the offer. Yeah. And so I don't normally say that but essentially and like this is hope you're not taking it as a slight. It's just like you're a hired gun, you know what I mean? And so you've got two hired guns and you guys are both really you're

[2:46] YouTube https://youtu.be/N03zXANv5N0?t=159 || Helping an $850K Solar Business Scale
mercenaries. You're both really good at at sales and you're making basically the same amount that a top tier sales guy would at uh at a sales org. And so the only leverage that you're going to get is training your ability to train on board recruit uh other guys who can do the same thing as you and you get an

[3:00] YouTube https://youtu.be/N03zXANv5N0?t=173 || Helping an $850K Solar Business Scale
override on on their commissions. Yeah. And so if anything I would say that so we're getting to the answer. So yeah, for sure. Basically, where you can have a competitive advantage is not on the customer side, but on the salesman side. And so, I would reorient all my attention to being like, how can I make

[3:18] YouTube https://youtu.be/N03zXANv5N0?t=191 || Helping an $850K Solar Business Scale
the best offer to salespeople? How can I get more salespeople onboarded? How can I have superior training? How can I have better data and analytics and better lead genen for them so that their job of selling is made easiest with me for everything else minus the core offer? Yeah. My my vision long term is with

[3:39] YouTube https://youtu.be/N03zXANv5N0?t=212 || Helping an $850K Solar Business Scale
solar, especially in California, it's it's a savingsoriented sale. So it's like your bill is this, you're going to pay less money, etc. Um, as long as the credits are there. What's up? As long as the credits are there, which is also a problem, but um so soon. Yeah, for real. Um, my I divested from a solar company.

[3:57] YouTube https://youtu.be/N03zXANv5N0?t=230 || Helping an $850K Solar Business Scale
Well, was that you? I divested from a solar company. Oh, did you really? Interesting. For this exact issue. Yeah. My ultimate vision, what I what I'm kind of been obsessed with is instead of selling on savings, I would way rather find a way to add services on top of that, whether it's like, you know, some sort of HVAC uh aerosal thing

[4:15] YouTube https://youtu.be/N03zXANv5N0?t=248 || Helping an $850K Solar Business Scale
or, you know, the tax services with depreciation losses. Dude, I'd rather you just like you, let's say, so when we're going zooming all the way out strategy stuff, what you have is an ability to sell, correct? And you know how to generate leads. Yeah. And if tomorrow you said, "I'm not selling solar," you'd have to fill out

[4:31] YouTube https://youtu.be/N03zXANv5N0?t=264 || Helping an $850K Solar Business Scale
the, you know, the next 180 days max of contracts and make sure that the gets installed, whatever. Right. But then after that, you could do whatever you wanted, right? How many employees do you have? We have four. Yeah. So, it's not I mean, it's you, your partner, and two other people. Yeah. Yeah. Or three other people.

[4:46] YouTube https://youtu.be/N03zXANv5N0?t=279 || Helping an $850K Solar Business Scale
Three. Okay. Yeah. So, I think that it just might be you might be better served and I don't normally give this kind of advice, but like you might just be better served taking that skill set and putting in a different opportunity vehicle. Interesting. And just like you were like, how do I do this solar thing with HVAC? It's like

[5:01] YouTube https://youtu.be/N03zXANv5N0?t=294 || Helping an $850K Solar Business Scale
just do HVAC. Just go to door to door, sell HVAC. And HVAC has phenomenal multiples and has great revenue retention. Once people do the HVAC, the person comes back every year, services again, upsells more stuff. Cool. And there's problems in that business. Getting HVAC, you know, uh people, uh the the fixers, the

[5:20] YouTube https://youtu.be/N03zXANv5N0?t=313 || Helping an $850K Solar Business Scale
technicians is the constraint of that business. Usually getting getting customers is actually not the constraint. So it might be kind of fun for you to be like, "Oh, my phone's ringing. This is weird. People are calling me because their AC is broken." Not like, "Hey, can you sell me solar?" Like no one does that for

[5:32] YouTube https://youtu.be/N03zXANv5N0?t=325 || Helping an $850K Solar Business Scale
sure. Right. Yeah. Um, and so I think like if the goal longterm is to build something that has true enterprise value, um, given the fact that you have so little control over the existing process, you're basically just an acquisition machine, which I respect. I came from that in the gym world. Um, then recombine it into a

[5:49] YouTube https://youtu.be/N03zXANv5N0?t=342 || Helping an $850K Solar Business Scale
business model that actually has enterprise value. Got it. Cool. Probably not what you expected, but not at all. Okay. Thank you. Sure. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200

[6:06] YouTube https://youtu.be/N03zXANv5N0?t=359 || Helping an $850K Solar Business Scale
hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're

[6:21] YouTube https://youtu.be/N03zXANv5N0?t=374 || Helping an $850K Solar Business Scale
at and the most important part for you, what to do for each of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you

[6:35] YouTube https://youtu.be/N03zXANv5N0?t=388 || Helping an $850K Solar Business Scale
this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if

[6:51] YouTube https://youtu.be/N03zXANv5N0?t=404 || Helping an $850K Solar Business Scale
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Don’t Start a New Office Cold
URL: https://youtu.be/O9F6uMZdMcM
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:02] YouTube https://youtu.be/O9F6uMZdMcM?t=0 || Don’t Start a New Office Cold
insurance, retirement planning to uh middle- inome Americans. Uh we uh currently about four million in topline. Want to be uh about 10 million here. Um I think we can do it in two years. Um our constraint is we've got two locations, brick and mortar. We have a DMA about 90 miles um from our you know brick and mortar.

[0:21] YouTube https://youtu.be/O9F6uMZdMcM?t=14 || Don’t Start a New Office Cold
We're at max capacity at this point. Awesome. And so we need to you know we're looking to bring another location on outside of this DMA, right? And so how do we efficiently as we're thinking through the strategy um find good talent that we can eventually groom into leadership to lead that office um and then um do so

[0:40] YouTube https://youtu.be/O9F6uMZdMcM?t=33 || Don’t Start a New Office Cold
cash flowing as quickly as we can because one of the challenges is uh taking somebody from unlicensed to licensed to learning the business to we have a six-month sales cycle as it is once we start marketing. How do we do that as efficiently as possible? What stops you from taking one person from your current locations and giving

[1:01] YouTube https://youtu.be/O9F6uMZdMcM?t=54 || Don’t Start a New Office Cold
them the opportunity to own a small chunk of that one? Yeah, we we've we've thought about doing that. Um, and then the thought process is there, will we kind of disrupt the flow of that existing office? How many guys are in each office? Um, they're small. So, our our west west office is two people and then we've got

[1:19] YouTube https://youtu.be/O9F6uMZdMcM?t=72 || Don’t Start a New Office Cold
five in our in our home office. Okay. Yep. Do you think you can take one of the five? No, not No, I don't. I don't think so. Okay. No. Well, which problem would you rather have? So, either you can take your five location and bring it down to four and then back fill within that location that's already cash flowing positive,

[1:40] YouTube https://youtu.be/O9F6uMZdMcM?t=93 || Don’t Start a New Office Cold
has the culture there, and bring somebody else in, or do you think it'll be harder to get somebody who's brand new, not surrounded by anyone, to get up to speed? It's a great question. I I don't know without testing it and I know that you know both have risks and you know you know we might Yeah. Exactly. So I'm always thinking

[1:58] YouTube https://youtu.be/O9F6uMZdMcM?t=111 || Don’t Start a New Office Cold
about how do we mitigate the risk and how do we um so I'm I'm I'm leading you where I where I I think that it is lower risk to take one of the five and bring them over to the other location and have them seed that with all the values and the culture that you know of. They already know how to run the business. And so now you only

[2:16] YouTube https://youtu.be/O9F6uMZdMcM?t=129 || Don’t Start a New Office Cold
have one new variable which is the location. But you know the guy's good. you know, he's going to do your values and then you can spin that location up. And then the location that you have that is your mother ship, it can take a little bit of a dip, right? If it needs to because it can weather that. You've

[2:28] YouTube https://youtu.be/O9F6uMZdMcM?t=141 || Don’t Start a New Office Cold
got cash flow, you've got existing contracts, you've got uh premiums that are coming in. If you do new guy, new location, everything's new and you're not sure is it the market that's bad, is it this guy who's bad, maybe he's good, but he's not a culture fit, but now I got to turn the whole location over because he ends up

[2:45] YouTube https://youtu.be/O9F6uMZdMcM?t=158 || Don’t Start a New Office Cold
hiring two other people underneath of him that also aren't culture fits. M so like to me it's it's it's a pretty straight like I think the risk on going from five to four taking the one of the best guys give him the opportunity for his career to advance which also paints a picture for everyone else in the

[3:02] YouTube https://youtu.be/O9F6uMZdMcM?t=175 || Don’t Start a New Office Cold
organization that hey you do a great job you might be able have your own office that you can lead I think that's a really good story and you're in the talent business it's hard to find good guys right for sure I own insurance companies so I I get it. Question for you to follow up on that then. So to efficiently scale that

[3:24] YouTube https://youtu.be/O9F6uMZdMcM?t=197 || Don’t Start a New Office Cold
quicker and continue to duplicate that then um you know we've thought about that as as a model for it. So then but it's it's kind of slower. We got to build this up, find a guy from here and then move him here, right? Guy or a gal from here or how do we eventually across state lines now find somebody that's two

[3:38] YouTube https://youtu.be/O9F6uMZdMcM?t=211 || Don’t Start a New Office Cold
states over, you know, and you got somebody that's like I don't want to move two states over. Maybe they do because the the upside's so good. I you don't so it's opportunity creating a good enough opportunity. Yeah. And this is career pathing. I think it's actually really good for the business because people do eventually

[3:53] YouTube https://youtu.be/O9F6uMZdMcM?t=226 || Don’t Start a New Office Cold
they build a big enough book of business. You know I'm thinking about hanging my own shingle. It's like cool. Let me just take care of that for you. Hang your own shingle but under our bigger flag and you get all of our systems, all of our infrastructure, all our support, our lead generation, everything that's in that area. We'll

[4:05] YouTube https://youtu.be/O9F6uMZdMcM?t=238 || Don’t Start a New Office Cold
just immediately send to you. You'll hit the ground running. So from initial onboarding, having a good process is thought out, you know, from A to Z. Hey, if you get to this point, this is an opportunity. Yeah. And I think that paints a really compelling picture. Yeah, that's what I would do. I also would

[4:20] YouTube https://youtu.be/O9F6uMZdMcM?t=253 || Don’t Start a New Office Cold
just, this is for everybody. A lot of the problems that you have are based on timeline, which is just like an arbitrary line in the sand that it's like I must get to this point by this, you know, by this date, which is basically irrelevant, just made up. And so I think at the end of the day, if you thought, well, what

[4:36] YouTube https://youtu.be/O9F6uMZdMcM?t=269 || Don’t Start a New Office Cold
would it take to make this, you know, insurance company one of the biggest in the in the US in 20 years? you'd probably grow very strategically off of this culture that has worked really really well and trying to seed each location with the best best seeds from the ones before. So you just keep those

[4:51] YouTube https://youtu.be/O9F6uMZdMcM?t=284 || Don’t Start a New Office Cold
values kind of all the way through. So I think that's the much lower risk path. Appreciate it. Thank you 100%. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map which is basically 200

[5:08] YouTube https://youtu.be/O9F6uMZdMcM?t=301 || Don’t Start a New Office Cold
hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information it'll tell you where you're

[5:22] YouTube https://youtu.be/O9F6uMZdMcM?t=315 || Don’t Start a New Office Cold
at and the most important part for you what to do for each of functions of the business across product marketing sales customer success recruiting IT human resources and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you

[5:36] YouTube https://youtu.be/O9F6uMZdMcM?t=329 || Don’t Start a New Office Cold
this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into business, see if we can help.

[5:52] YouTube https://youtu.be/O9F6uMZdMcM?t=345 || Don’t Start a New Office Cold
And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Why Most Info Business Owners Fail at Software
URL: https://youtu.be/Ol6b3eQdiwI
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/Ol6b3eQdiwI?t=0 || Why Most Info Business Owners Fail at Software
One question. I have a info product business. I sell courses and I want to transition to a software to my same ideas. But I saw I watch a video of yours. Don't do software. That video the video I said no. No. Do software but quit the info product. But you are not doing this in this moment with the school and this.

[0:24] YouTube https://youtu.be/Ol6b3eQdiwI?t=17 || Why Most Info Business Owners Fail at Software
What should I do? I didn't understand what you said before that was the original question how should I start a software company no if I can do software company and info product business at the same time if it's the same audience or I have to quit the first one to do the software um I will just say I have yet to see

[0:45] YouTube https://youtu.be/Ol6b3eQdiwI?t=38 || Why Most Info Business Owners Fail at Software
anyone succeed to do both and you with the school and this this isn't an info business okay I don't sell courses okay yeah and to be also clear um school was a is a fully formed business when I bought and so it already had a technical founder. It already had a head of engineering that was recruited that were

[1:06] YouTube https://youtu.be/Ol6b3eQdiwI?t=59 || Why Most Info Business Owners Fail at Software
some of the top you know super G's. They already had product market fit and so the thing that that business lacked was marketing and that was what I brought to the table. Okay. Thank you so much. I think for a very good marketer it makes more sense to find basically if you know how to bring distribution

[1:26] YouTube https://youtu.be/Ol6b3eQdiwI?t=79 || Why Most Info Business Owners Fail at Software
great products find distribution and great distribution finds great products and so the idea is if you are very good at bringing the rain then you want to just find the most efficient bucket humanly possible. If you are a business owner and you are not growing as fast as you'd like I'd like to give you a free

[1:44] YouTube https://youtu.be/Ol6b3eQdiwI?t=97 || Why Most Info Business Owners Fail at Software
gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we

[2:00] YouTube https://youtu.be/Ol6b3eQdiwI?t=113 || Why Most Info Business Owners Fail at Software
made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no

[2:12] YouTube https://youtu.be/Ol6b3eQdiwI?t=125 || Why Most Info Business Owners Fail at Software
matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[2:26] YouTube https://youtu.be/Ol6b3eQdiwI?t=139 || Why Most Info Business Owners Fail at Software
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $250K Accounting Firm Get to $1M
URL: https://youtu.be/OyIYsKzPBHw
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/OyIYsKzPBHw?t=0 || Helping a $250K Accounting Firm Get to $1M
I sell accounting services to real estate entrepreneurs. So, property managers, developers. We're doing 250K this year. We're only 11 months in. Oh, congrats. Thank you. I would like to be at, you know, 100K per month. Cool. Right. Um, I think what's stopping me is not enough leads. I've been doing like cold

[0:19] YouTube https://youtu.be/OyIYsKzPBHw?t=12 || Helping a $250K Accounting Firm Get to $1M
DMs, cold email, and people here told me to do more of those things, but I'm kind of tapped out. Like, it's becoming a mess. You personally, no, like software. and I have a VA that's helping me. Okay. So, I'm not sure what to do to get leads. Yeah. So, uh so you sell to real estate professionals. And when you say

[0:38] YouTube https://youtu.be/OyIYsKzPBHw?t=31 || Helping a $250K Accounting Firm Get to $1M
real estate, you Okay. Um DMs via social media. Yeah. LinkedIn, Instagram. LinkedIn is really what's driving it. Okay. I'd say I also do podcasts. Like I guest on podcasts for that's gotten me some clients as well. It's really been like a spread across all those things. Yeah. So, um, do you have somebody else

[1:06] YouTube https://youtu.be/OyIYsKzPBHw?t=59 || Helping a $250K Accounting Firm Get to $1M
who's doing the actual services? Well, yeah, like an offshore team that takes care of 95% of the heavy lifting. So, you're just in charge of acquisition primarily like you need to market. I still do a lot of fulfillment like I review the files and everything, but like all the heavy lifting, the bookkeeping and everything that's pretty

[1:23] YouTube https://youtu.be/OyIYsKzPBHw?t=76 || Helping a $250K Accounting Firm Get to $1M
much taking What percentage of your time is going towards front end versus back end? too much on the back end. Okay. For sure. That's what I realized. And you focus on the constraint. I do more front end. Yeah. That was like my main takeaway from this, but where where on the front end? I'm not sure.

[1:39] YouTube https://youtu.be/OyIYsKzPBHw?t=92 || Helping a $250K Accounting Firm Get to $1M
Yeah. So, um Okay. So, one, LinkedIn should be able to allow you to scale more in terms of your uh outboundout efforts. You can go through sales navigator and then basically create I can only do 150 connection messages though. I think you can do more. I feel like conf like there's a way. Yeah. I could have get another account

[1:57] YouTube https://youtu.be/OyIYsKzPBHw?t=110 || Helping a $250K Accounting Firm Get to $1M
and then burn like big companies use LinkedIn and they're not like capping at your sales velocity. Do they do cold DMs or do they do ads? No, I know they're not I'm talking from a DM's perspective. Yeah. Um not ads obviously you can scale like pretty straightforward. Um so okay there is a solution. I am just

[2:17] YouTube https://youtu.be/OyIYsKzPBHw?t=130 || Helping a $250K Accounting Firm Get to $1M
not the one who's like DMing every day and so I don't know the the the click here answer to that. Um, but there is a solution. That being said, in order, I would still go back to front on this, which is that like you have to get more of your time back because right now I can feel this me just, you know, not

[2:34] YouTube https://youtu.be/OyIYsKzPBHw?t=147 || Helping a $250K Accounting Firm Get to $1M
overstepping. Um, I feel the stress, you know what I mean, of what's going on. Um, and the good news is this, man. Like, it's been 11 months. You have a business doing 250 grand a year. It's awesome. That's really cool. So, congrats. Um, but in terms of the uh way to get customers, if LinkedIn is working really

[2:51] YouTube https://youtu.be/OyIYsKzPBHw?t=164 || Helping a $250K Accounting Firm Get to $1M
well for you, I very confident there's a way to do more. Um, but if for some reason the gods of LinkedIn have just banned you from doing this, um, then running LinkedIn ads might just be the next best thing because if all the people are already there, you already know what the targeting is and you already know what

[3:06] YouTube https://youtu.be/OyIYsKzPBHw?t=179 || Helping a $250K Accounting Firm Get to $1M
the offer is because you can use use the basically the the same structure that you use in the DMs, you just do it at scale um, via LinkedIn, then that might just be the kind of the next best bet. You may be able to I whoever is really good at LinkedIn ads are um you may be able to do uh ads that go to message. Is

[3:24] YouTube https://youtu.be/OyIYsKzPBHw?t=197 || Helping a $250K Accounting Firm Get to $1M
that true? Can you do that? There's a way and you have a will. Okay. Appreciate it. Thank you very No, but I I say it to say like the So, this is a better meta thing here is that um you have so little time and attention. Like this was a 60-second figure it out. You know what I mean? Like and I'll bet you

[3:55] YouTube https://youtu.be/OyIYsKzPBHw?t=228 || Helping a $250K Accounting Firm Get to $1M
if you had all your time back, you would have figured this out in one day that you could have done more more DMs. But it's like you're barely getting those done and then it's like it's not coming in fast enough and then you've got fires on the back end. Um but you're not doing anything wrong. It's just this is the

[4:09] YouTube https://youtu.be/OyIYsKzPBHw?t=242 || Helping a $250K Accounting Firm Get to $1M
season. And so whenever you start a business, you always incur debt. And something that like it took me a long time to understand this. Every business incurs debt. It's just which debt you want to incur. And so you will either incurred talent debt like you don't have any good people, right? You'll incur

[4:24] YouTube https://youtu.be/OyIYsKzPBHw?t=257 || Helping a $250K Accounting Firm Get to $1M
technological debt. So you have like no IT systems in place. Uh you'll incur financial debt if you wanted to take money on. And sometimes if you take money on then it allows you to get the IT infrastructure in place, get talent that you otherwise couldn't afford. Yeah. But then you have to pay the financial

[4:38] YouTube https://youtu.be/OyIYsKzPBHw?t=271 || Helping a $250K Accounting Firm Get to $1M
debt back. So, it's really just which debt do I want to incur and which one do I is easier for me to pay back. And so, right now, you've chosen, I'm not saying it's wrong, to take on technical debt and talent debt as the primary two types of debt. And so, you're you're paying it right now in how you're working.

[4:54] YouTube https://youtu.be/OyIYsKzPBHw?t=287 || Helping a $250K Accounting Firm Get to $1M
Does that make sense? Yeah. And so the stress that you're feeling is normal and it will this may sound terrible uh but it will go away at like never. Um and uh it'll just change. You'll just have bigger problems. Uh but yeah, so uh but I I just want you like you're not doing anything wrong. I think there are ways to scale the outbound. In

[5:18] YouTube https://youtu.be/OyIYsKzPBHw?t=311 || Helping a $250K Accounting Firm Get to $1M
order to do that, you still need to get the backend fixed, which is what we do is we look at a time calendar. We map out all the mints of the day. We try and block those into what are the what are the activities that we're doing that have the lowest leverage. Give those to somebody else. And then you need to

[5:32] YouTube https://youtu.be/OyIYsKzPBHw?t=325 || Helping a $250K Accounting Firm Get to $1M
spend as quickly as possible. Um you need to get to like six hours a day of promotion. And you basically need to keep doing that until you're probably at about between 1 and three million a year. And then you'll have the additional cash flow to be able to bring somebody else in who's high level who can take some of

[5:49] YouTube https://youtu.be/OyIYsKzPBHw?t=342 || Helping a $250K Accounting Firm Get to $1M
this load off of you. I'm guessing you don't have an operator. No. I need Right. Yeah. But not right now. So there this is kind of like there's no right way up the mountain, right? Um if you this is this will apply to a lot of you. There are like you can see this with math. So it's not like a like like theory here. Like let's say you're

[6:09] YouTube https://youtu.be/OyIYsKzPBHw?t=362 || Helping a $250K Accounting Firm Get to $1M
doing a million dollars topline and you have 25% margins. Good business, $250,000 in profit. Okay. Well, if I want to bring in somebody who's really good to help me out, I have two options. I can either do that person's job and then work 18 hours a day and then still have money so I can feed myself or I

[6:26] YouTube https://youtu.be/OyIYsKzPBHw?t=379 || Helping a $250K Accounting Firm Get to $1M
bring that person in have no profit because the cost of somebody who's like that is 180 200 whatever maybe some upside and then all of a sudden it's like my profit's gone and so that's why that period is so terrible because either you're working yourself to death or your business feels like it's on thin

[6:41] YouTube https://youtu.be/OyIYsKzPBHw?t=394 || Helping a $250K Accounting Firm Get to $1M
ice because if you hiccup you lose money and so that's why we call it the swamp. Exactly. So yeah, you just like the good news is that every entrepreneur has been there before you and you will make it. Thanks. Appreciate it. If you're a business owner and you are not growing as fast as you'd like, I'd

[7:02] YouTube https://youtu.be/OyIYsKzPBHw?t=415 || Helping a $250K Accounting Firm Get to $1M
like to give you a free gift. So my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we

[7:17] YouTube https://youtu.be/OyIYsKzPBHw?t=430 || Helping a $250K Accounting Firm Get to $1M
broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[7:29] YouTube https://youtu.be/OyIYsKzPBHw?t=442 || Helping a $250K Accounting Firm Get to $1M
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[7:43] YouTube https://youtu.be/OyIYsKzPBHw?t=456 || Helping a $250K Accounting Firm Get to $1M
deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $100K Construction Business Get to $3M
URL: https://youtu.be/QLyGPvXiO8M
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/QLyGPvXiO8M?t=0 || Helping a $100K Construction Business Get to $3M
Uh, we sell residential construction uh to middle-aged women who like to spend their husband's money. Love it. Got to know your avatar. Yeah. Um, we've done 100k in revenue in one year. Um, we would like to get to three million ideally in two years. I think it's pretty realistic and easy in construction.

[0:23] YouTube https://youtu.be/QLyGPvXiO8M?t=16 || Helping a $100K Construction Business Get to $3M
And I think what's stopping us is scaling and potentially niching down. So after these workshops, that's what we feel like is the right thing. And we wanted to get your feedback on uh potentially niching down to bathrooms is a twoe turnaround. Yeah. And it's a pretty standard. I can already tell you I like it.

[0:41] YouTube https://youtu.be/QLyGPvXiO8M?t=34 || Helping a $100K Construction Business Get to $3M
You do? You like it? Is it high? So it's high margin. Yeah. 42%. Yeah. And it's fast. Two weeks. It's easy to sell. Hit it a little bit lower. Yeah. No, I so with a lot of um it's interesting because like in like app development or software shops, it's actually really it's just digital construction versus like physical world

[0:59] YouTube https://youtu.be/QLyGPvXiO8M?t=52 || Helping a $100K Construction Business Get to $3M
construction, but they have the same issues. Um I wouldn't get into it, but yeah, they have the same issues. Um and so in almost all of those situations, I end up saying like, okay, what aspect of app development or what types of apps or what type of development do you do or what types of construction do you

[1:14] YouTube https://youtu.be/QLyGPvXiO8M?t=67 || Helping a $100K Construction Business Get to $3M
specialize in or that you have like that you absolutely nail? And usually it's like it's something like this, like you know, we crush cabinets or like we're really good at countertops or we're really good at bathrooms or really good at whatever, right? Um and then zeroing on that, you'd be amazed at how much

[1:26] YouTube https://youtu.be/QLyGPvXiO8M?t=79 || Helping a $100K Construction Business Get to $3M
more responsive your advertising your advertisements will be. Um prospects to your advertisements because like then you can you can show before and afters on bathrooms. Like it it gets much more niched down and then people who are coming in and calling are like that's what I want. You're like cool, let me

[1:40] YouTube https://youtu.be/QLyGPvXiO8M?t=93 || Helping a $100K Construction Business Get to $3M
just take your money and I'll give it to you. So, do you think um like if we're saying no to the larger projects which still holding a 42% margin, we can do more of those, but they take longer time. You still think it's a better option to do the quicker thing? Well, what do you make on a bathroom? Uh so, for a custom shower, it might be

[2:00] YouTube https://youtu.be/QLyGPvXiO8M?t=113 || Helping a $100K Construction Business Get to $3M
10 10k $4,200. A full bathroom in Tennessee uh is probably about 14. Okay. How many of those can you I mean, how many can you fulfill right now at max? Five. Five a month. Our max is five a month. Okay. But we actually double. I think we could fulfill double right now with our crew and then we'd have to build

[2:21] YouTube https://youtu.be/QLyGPvXiO8M?t=134 || Helping a $100K Construction Business Get to $3M
fulfillment. That was like a short I mean we really just started ramping up the last I don't I don't want you to turn off how you get customers because I like you need to make money. Um, and just for everybody, like when you're when you're really small and you're starting out, like it's normal to basically accept

[2:41] YouTube https://youtu.be/QLyGPvXiO8M?t=154 || Helping a $100K Construction Business Get to $3M
money from anyone, uh, you're like, you have a pulse and a credit card, like you're for me. Uh, so, um, it's normal, but what I would like you to do though, like you can take those jobs, but in terms of what you're being deliberate about, you're advertising. Uh, if you start running ads on like Facebook and show some of those images

[2:58] YouTube https://youtu.be/QLyGPvXiO8M?t=171 || Helping a $100K Construction Business Get to $3M
to generate leads and sell, like I would focus on that. And if you think that that because like we should be able you should be able to pencil out in five minutes like can we make more money from this if you feel like your sister feels very very convicted about this. Very convicted. Okay. Yeah. So if we can make a lot more money

[3:14] YouTube https://youtu.be/QLyGPvXiO8M?t=187 || Helping a $100K Construction Business Get to $3M
if you can sell a lot Yeah. a lot more money selling bathrooms and you can sell way more of them and the because then the transaction the the deal cycle shorter. It's you know you walk there you quote you close. Like it's it's it's very straightforward. Um I like those types of businesses. Appreciate it.

[3:28] YouTube https://youtu.be/QLyGPvXiO8M?t=201 || Helping a $100K Construction Business Get to $3M
Yeah. No worries. keep the money coming but focus there and then over time your the coloring of your money will shift and you'll be like 80% will be bathrooms and then you'll just be like okay now we're going to there'll be a time where you'll be able to say we don't need this anymore just to get the focus so I just want you to

[3:42] YouTube https://youtu.be/QLyGPvXiO8M?t=215 || Helping a $100K Construction Business Get to $3M
like shift it over time does that make sense that okay if you're a business owner and you are not growing as fast as you'd like I'd like to give you a free gift so my team and I put together the $100 million scaling road map which is basically 200 hours of us looking over all the portfolio companies we've had and what

[3:58] YouTube https://youtu.be/QLyGPvXiO8M?t=231 || Helping a $100K Construction Business Get to $3M
stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[4:11] YouTube https://youtu.be/QLyGPvXiO8M?t=244 || Helping a $100K Construction Business Get to $3M
what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You

[4:24] YouTube https://youtu.be/QLyGPvXiO8M?t=257 || Helping a $100K Construction Business Get to $3M
can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[4:40] YouTube https://youtu.be/QLyGPvXiO8M?t=273 || Helping a $100K Construction Business Get to $3M
out to Vegas and we'll do this in person live.


VIDEO
TITLE: “Should I Go to College or Scale My Business?”
URL: https://youtu.be/QP-QTX7qAgs
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/QP-QTX7qAgs?t=0 || “Should I Go to College or Scale My Business?”
So, you sell fitness coaching, you're doing $250,000 a year, and you're not sure about what you want to do with your life. Okay, go for it. So, yeah, I mean, I'm preparing for medical school next year, mentoring, and I yeah, I'm running this fitness company as well, which I'm passionate about, and ideally, we would like to be at, you

[0:18] YouTube https://youtu.be/QP-QTX7qAgs?t=11 || “Should I Go to College or Scale My Business?”
know, seven figures, you know, just running it. And the medical school process is slowing that down. But my end game is is really looking at the branding, the long-term play. like when I see what you've done adds to branding around making the greatest impact preventive health and and medicine possible. So

[0:37] YouTube https://youtu.be/QP-QTX7qAgs?t=30 || “Should I Go to College or Scale My Business?”
that's kind of where I'm at trying to figure out how to think about it all the timing, the sequencing. What's the question? Um how do I go about this process of balancing both? Is that even possible? And and achieving both. Well, you already are achieving both. That's true. Yeah. The business has been

[0:56] YouTube https://youtu.be/QP-QTX7qAgs?t=49 || “Should I Go to College or Scale My Business?”
declining though. declining. Yeah. So, it's it's it went from like 320 to 270ish last year. It's still Yeah. small. So, I'm just seeing volat like that it might be the same size and you know you missed a week or two. Um, but it sounds like the I'm going to say back to you what I think the question is, which is like,

[1:18] YouTube https://youtu.be/QP-QTX7qAgs?t=71 || “Should I Go to College or Scale My Business?”
should I quit medical school to pursue this fitness thing allin or does it make more sense for me to forgo some income today to have MD next to my name so that I could potentially make more in the future? It's not about making more. I think it's it's also about, you know, my vision would be to write books, speak around

[1:35] YouTube https://youtu.be/QP-QTX7qAgs?t=88 || “Should I Go to College or Scale My Business?”
the world, and be an expert in preventive health medicine. You can do all that without an MD. How how I mean can you name me some of the big uh health experts that aren't MDs? Um not at the level that I've thought of like Dr. Hyman or Peter Aia. Um how many years left you have? How many years left? Oh, I'm just starting next year. So that

[2:06] YouTube https://youtu.be/QP-QTX7qAgs?t=119 || “Should I Go to College or Scale My Business?”
would be the plan. Yeah. Do your parents want you to be an MD? They don't care. After all the success I've had business, well, before I before I started the business, I was pressured immensely. But uh after all the success where I'm in a place where with the assets I've accumulated, gratefully I don't have to

[2:26] YouTube https://youtu.be/QP-QTX7qAgs?t=139 || “Should I Go to College or Scale My Business?”
do it. But it just it's calling me. I've been volunteering the nonprofit space and with uh What are you so split about, dude? Like I mean, you're gonna you give what, seven years or six more years and then you're an MD? I mean, if you if you if Dr. Tia and the Aean Clinic and you know, Huberman and all that stuff. Well, Hubman's PhD,

[2:46] YouTube https://youtu.be/QP-QTX7qAgs?t=159 || “Should I Go to College or Scale My Business?”
right? He's not an MD. Um, and Tia, is he an MD or PhD? He's an MD. Yeah, he's an MD. Yeah. If it's like, I want to be a doctor, then go be a doctor. Okay. You know, um the trade is that you're going to give six years and you're going to under earn for the next six and then you'll earn more later. How

[3:05] YouTube https://youtu.be/QP-QTX7qAgs?t=178 || “Should I Go to College or Scale My Business?”
would you build a brand around it in the greatest in the best way possible? Being a doctor or being not a doctor going down that path or would you document the whole journey? What would you do for like brand leverage in the long like the best long-term way possible? I mean what's going to matter more is

[3:20] YouTube https://youtu.be/QP-QTX7qAgs?t=193 || “Should I Go to College or Scale My Business?”
that once you become a doctor than that's like you're using the establishment as your brand credibility. You can also just like so it's not a fair comparison if we're being real, right? Right. It's not a fair comparison to say uh would me with an MD be more successful than me without an MD. It's more would me with an MD starting with a

[3:38] YouTube https://youtu.be/QP-QTX7qAgs?t=211 || “Should I Go to College or Scale My Business?”
six-year uh not head start, whatever the reverse of that is. Uh be more advanced than me with six-year head start without an MD. So which of those do you think? But you don't want to make money. I can't remember what was the whole thing. The goal isn't like making this is why just so you guys know my

[3:58] YouTube https://youtu.be/QP-QTX7qAgs?t=231 || “Should I Go to College or Scale My Business?”
biggest pet peeve in the world is that um because and I'll tell you why. I'll tell you why this decision is so hard for you because you have nothing to optimize against like solve my life decision. What do you want? Don't know. Hard to solve. Right? You said I want to make more money. Cool. Easy leverage to pull. Make big

[4:17] YouTube https://youtu.be/QP-QTX7qAgs?t=250 || “Should I Go to College or Scale My Business?”
number go up. Happy face. Right? If you're like I want to have impact, then it's like cool. make the number of people that we're, you know, interacting with go up. Happy face. If it's I'm just not sure what I want to do with my life. That's a you thing. Once you figure that out, like figuring out what to do is the

[4:34] YouTube https://youtu.be/QP-QTX7qAgs?t=267 || “Should I Go to College or Scale My Business?”
hard part. Getting it is the easy part. And I think way more people get stuck in the just years of like I'm not sure what to do. And it's because they're afraid of making a decision. They're afraid of the path not taken. And so if you think about what deciding is, decadera, it's Latin, right? which means to cut off. And the question is

[4:53] YouTube https://youtu.be/QP-QTX7qAgs?t=286 || “Should I Go to College or Scale My Business?”
which which future do you want to cut off? When you're 85 and you look back, which one do you regret more? Not doing the MD math. Done. Yeah. Great. So, you just have to eat for six years and realize that you're not going to make as much and that's the trade. Cool. Thank you. Do it. Appreciate it. I'll be like, what is life? There's

[5:17] YouTube https://youtu.be/QP-QTX7qAgs?t=310 || “Should I Go to College or Scale My Business?”
another one up here. Technically go. That's actually to me that's actually a focus one. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the

[5:35] YouTube https://youtu.be/QP-QTX7qAgs?t=328 || “Should I Go to College or Scale My Business?”
portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you,

[5:50] YouTube https://youtu.be/QP-QTX7qAgs?t=343 || “Should I Go to College or Scale My Business?”
what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You

[6:03] YouTube https://youtu.be/QP-QTX7qAgs?t=356 || “Should I Go to College or Scale My Business?”
can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if

[6:18] YouTube https://youtu.be/QP-QTX7qAgs?t=371 || “Should I Go to College or Scale My Business?”
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a SaaS Company Fix 33% Monthly Churn
URL: https://youtu.be/QcCqu91tGh8
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/QcCqu91tGh8?t=0 || Helping a SaaS Company Fix 33% Monthly Churn
I have a SAS company. It's an e-commerce fulfillment platform that specializes in drop shipping fulfillment. Cool. We have super super high churn, 33%. Because a month. A month. Yeah. Because 99% of our traffic is a new business that they're trying to start an e-commerce business. We've done surveying, market research,

[0:19] YouTube https://youtu.be/QcCqu91tGh8?t=12 || Helping a SaaS Company Fix 33% Monthly Churn
like I'm going to make your day, but keep going. Okay. The the their issue is they need to find which products they want to sell and drive profitable traffic. We just can't figure out how to operationalize that. Yeah. So you have something called structural churn. Um which is something to not lose sleep over.

[0:33] YouTube https://youtu.be/QcCqu91tGh8?t=26 || Helping a SaaS Company Fix 33% Monthly Churn
Okay. Thank you. Like Shopify has more churn than you do. Yeah. So it's just it's the nature of getting into the VSSMBB space. So VSNB is very small business center. SMB and mid-market, then you go up to enterprise. Um but you're just you're in the VSNB space, which is almost the same as consumer. That's just the game.

[0:49] YouTube https://youtu.be/QcCqu91tGh8?t=42 || Helping a SaaS Company Fix 33% Monthly Churn
Yeah. But the good news is there's a gazillion of them. And so that's the trade. It's an infinite market almost. Yeah. Yeah. Yeah. And so like if you think about what Shopify's business model is, it's like I mean it's in your space, right? Is that they have a very small fee for people to start and then they

[1:02] YouTube https://youtu.be/QcCqu91tGh8?t=55 || Helping a SaaS Company Fix 33% Monthly Churn
get their upside from payments for the people who self self- select as the you know highest and best users. And so they make money on people who make no money and then once those people make a lot of money, they make more money with them. And so it's kind of like a dual-sided uh monetization structure. And so that

[1:18] YouTube https://youtu.be/QcCqu91tGh8?t=71 || Helping a SaaS Company Fix 33% Monthly Churn
might be something that I would explore. Yeah, we're looking into payments. I'm trying to figure like I thought that was the constraint my business but churn. Yeah. Um it's I mean 3% a month for VSMBBS is not bad. 33%. Oh 33. Yeah. Yeah. That's that's worse than three. Yeah. Um super high. That's 11 times worse than three. Um I

[1:39] YouTube https://youtu.be/QcCqu91tGh8?t=92 || Helping a SaaS Company Fix 33% Monthly Churn
was like, "Dude, you're doing fine. I love I was like, I'm make your day, dude. I'd love three. Doing great." Um Yeah. Got it. Yeah. So I I'll bet you can get that probably closer down to 10. Yeah. Um I would look at what Shopify I think they're like at 10 but like it's it's high. Yeah. Um and so everything so my

[1:57] YouTube https://youtu.be/QcCqu91tGh8?t=110 || Helping a SaaS Company Fix 33% Monthly Churn
recommendation because obviously we have school and so I'm I'm in the VSSMBB world. Um is you want to think about product through elimination rather than addition. So it's how can I eliminate things from the product that people aren't using? What are the thing like the number one reason people cancel is

[2:11] YouTube https://youtu.be/QcCqu91tGh8?t=124 || Helping a SaaS Company Fix 33% Monthly Churn
overwhelm. They get distracted. Overwhelm. It's too many things they don't know what to do. And so it's really trying to pull as this goes for service too by the way. um trying to pull as many things out and like you can introduce things later that they don't necessarily need yet. So it's really just thinking what is the one thing I

[2:26] YouTube https://youtu.be/QcCqu91tGh8?t=139 || Helping a SaaS Company Fix 33% Monthly Churn
need them to do right now and then until they do that I'm not going to show them something else and then once they have done that I will show them the next thing to do. It's just trying to keep the as little friction as humanly possible and that like the hundred golden BB's. It's no there's no silver

[2:39] YouTube https://youtu.be/QcCqu91tGh8?t=152 || Helping a SaaS Company Fix 33% Monthly Churn
bullet. It's just looking at right now like you probably have a data guy hopefully on the team that can run like a regression analysis on on the cohorts. Yeah. And so if you do you know what your activation points are? Yeah, we know the golden path. Okay. Yes. Well then just I mean literally all resources go towards that

[2:56] YouTube https://youtu.be/QcCqu91tGh8?t=169 || Helping a SaaS Company Fix 33% Monthly Churn
thing. Like if that is the constraint of the business then I don't care about getting new members. I don't I mean like I care about them in so far as we need to test the cohort out to make sure that it's working. But I'm not doing any growth initiatives. I'm not doing any new features. Everything that we're

[3:09] YouTube https://youtu.be/QcCqu91tGh8?t=182 || Helping a SaaS Company Fix 33% Monthly Churn
focused on is how do we get more people to that activation point and I don't care about anything else. That's it. And so if the activation point is right, then churn will go down. If the activation point that you have is wrong, then you have to find what it really is. Yeah. So


VIDEO
TITLE: Helping a Medical Service Business Scale
URL: https://youtu.be/R2qzM-0gmec
PRIMARY_TOPIC: scaling
TOPICS: scaling, case-study,scaling

[0:00] YouTube https://youtu.be/R2qzM-0gmec?t=0 || Helping a Medical Service Business Scale
So, really quick, Ila, thank you for sharing your rhinoplasty journey. I share it with our patients all the time. Like, it's not always real like that. Oh, nice. You got a nose drop. I got a nose job. I said rhinoplasty, so it could be kind of code. Um, but so I looked at the margins like you had talked about

[0:20] YouTube https://youtu.be/R2qzM-0gmec?t=13 || Helping a Medical Service Business Scale
because uh they were low and to get to 80% I have to almost double the cost of the kits that would be added to the surgeries. The problem I have is that the patient care coordinators who sell the surgeries, they're like, they're not going to buy that. But they do buy that when we're talking straight to the

[0:36] YouTube https://youtu.be/R2qzM-0gmec?t=29 || Helping a Medical Service Business Scale
consumer. Do I need to step stone? Whereas just pick a price that at least gets me one call with them and upgrade it myself or like the hospital side, they can't collect payments at all. They're just willing to send us all the patients and we can sell them. I had I was going to ask what the kit is. So the kit is a mental health nutrition

[1:01] YouTube https://youtu.be/R2qzM-0gmec?t=54 || Helping a Medical Service Business Scale
and coordination call before and after surgery. Isn't there similutide too? And simaglutide as well. So and beriatric surgery as well. So when a nose job oh my god okay I was like no it's okay. So when as you know going through that process there are some things that you find out in recovery. We want to make sure they find out and are

[1:22] YouTube https://youtu.be/R2qzM-0gmec?t=75 || Helping a Medical Service Business Scale
educated before so that they can maximize their recovery with nutrition, with coordination and with mental health because it can be mentally taxing as well. So we do that for plastic surgery, we do that for beriatric surgery, people who are going through weight loss. And then we also do that for simaglutide

[1:38] YouTube https://youtu.be/R2qzM-0gmec?t=91 || Helping a Medical Service Business Scale
patients who are losing weight fast. So they need that same kind of support. I don't know if you're thinking what I'm thinking. Probably not. Okay. What do you think? Oh, so the 80% gross margins. So, I'll just make this for everybody. So, we we talked last night. Um, I have a rule of thumb for services, which is I if I'm

[1:55] YouTube https://youtu.be/R2qzM-0gmec?t=108 || Helping a Medical Service Business Scale
doing service, I want 80% or higher gross margins because this is very hard to make money without that. Like, it's just it's just very tough. And sometimes, like, I hear it all the time. They're like, I I don't know what's wrong with my business. It's like, dude, your cost basis is 50 and it's it's service. It's like you're starting at 50

[2:10] YouTube https://youtu.be/R2qzM-0gmec?t=123 || Helping a Medical Service Business Scale
and then you got to do everything else and then you have this much left over. It's just it's tough. and I prefer 90 95 you know like much higher margins if I if I can if I can do it. Um and so I think that one from the sales perspective it's probably a compensation thing which means that like you can

[2:26] YouTube https://youtu.be/R2qzM-0gmec?t=139 || Helping a Medical Service Business Scale
double the price and then you can 4x how much you're paying them and then all of a sudden that may very much change like move the needle for them to make it worth that uncomfortable two seconds. Um the second thing is that if if the if the hospitals are referring you you know referring directly to you then I don't

[2:41] YouTube https://youtu.be/R2qzM-0gmec?t=154 || Helping a Medical Service Business Scale
think you have to worry about those at all like just say the higher price. So, it really just comes down to the question of how do I get the uh patient care providers I think is what you said. Um, and is the 80% going to cover their bonus? Because right now we give a PCC bonus for every kit they sell. They get

[2:56] YouTube https://youtu.be/R2qzM-0gmec?t=169 || Helping a Medical Service Business Scale
a little kickback. We pay them. The answer is yes. So, gross margins are on delivery. Okay. And so, we h like the whole point of having a higher price is so that you can spend more in acquisition. Okay. And so, commission is included in the acquisition cost. Okay. The background of the patient care coordinators. The patient care

[3:13] YouTube https://youtu.be/R2qzM-0gmec?t=186 || Helping a Medical Service Business Scale
coordinators work directly for the surgeon. So their job is to sell the surgeon and sell the surgery. So what we do because we handhold the patient, they're no longer on the phone for hours with the patient that already had surgery or that's going to have surgery. They're talking to a patient who's looking to have surgery, who's going to

[3:30] YouTube https://youtu.be/R2qzM-0gmec?t=203 || Helping a Medical Service Business Scale
book a surgery. So we're taking away that office burnout, the high anxiety patient. That is how we're pre creating more income producing activity for the office. She's customer service for surgeons. Yeah. Outsource. Okay. Yeah. No, I picked that up as we were talking because I was like the patient care coordinators.

[3:47] YouTube https://youtu.be/R2qzM-0gmec?t=220 || Helping a Medical Service Business Scale
Yeah. So, but the patient care coordinators, they're the ones that have to unless it's mandatory, which usually takes us about 90 to 180 days to get there. In the beginning, it's a optin, opt out. You're having the surgery. We partnered with POP. You should add this. Then, when they see like, wow, this has

[4:05] YouTube https://youtu.be/R2qzM-0gmec?t=238 || Helping a Medical Service Business Scale
taken a lot off our plate. Then they're like, just add it to the surgeon's fee. But typically, they don't want to do that right away. The question was around price and so I think the answer is yes. Okay, price it in and then the extra gross margin can go to the sales rep and that can help speed things up in the

[4:23] YouTube https://youtu.be/R2qzM-0gmec?t=256 || Helping a Medical Service Business Scale
beginning and then eventually they'll just include you in part of the package and you won't have to worry about it. But I think having even artificially high in the beginning to like get them going and kind of teach the behavior is a good idea if that's the constraint. And would you just have one price for

[4:36] YouTube https://youtu.be/R2qzM-0gmec?t=269 || Helping a Medical Service Business Scale
everything? Because right now it's rhinoplasty is this. Major weight loss surgery combo surgery is this. Because some rhinoplasty is the delivery the same. It can be. Well, if you make the delivery the same, then you can make the price the same. It should be. Well, then why don't you do that? Remember we talked about this,

[4:52] YouTube https://youtu.be/R2qzM-0gmec?t=285 || Helping a Medical Service Business Scale
right? Just streamline it. Okay. If it's like more or less the same thing, it's recovery. They have to know these four things. Then like just it just it'll make the whole business so much simpler. Okay. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my

[5:07] YouTube https://youtu.be/R2qzM-0gmec?t=300 || Helping a Medical Service Business Scale
team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we

[5:22] YouTube https://youtu.be/R2qzM-0gmec?t=315 || Helping a Medical Service Business Scale
made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at. And the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no

[5:34] YouTube https://youtu.be/R2qzM-0gmec?t=327 || Helping a Medical Service Business Scale
matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you

[5:49] YouTube https://youtu.be/R2qzM-0gmec?t=342 || Helping a Medical Service Business Scale
out. On the thank you page, you can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: If Your New Hire Has No Black Book, Don’t Hire Them
URL: https://youtu.be/RFsFWbAiq7I
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring,leads

[0:00] YouTube https://youtu.be/RFsFWbAiq7I?t=0 || If Your New Hire Has No Black Book, Don’t Hire Them
which is the snowball of talent, which is like if you've had multiple businesses and you've had good outcomes and you treated people well over an extended period of time, some people start following you from thing to thing, right? And then you start to have this core team that just like they're like

[0:14] YouTube https://youtu.be/RFsFWbAiq7I?t=7 || If Your New Hire Has No Black Book, Don’t Hire Them
they're good like and and then when you do the next thing, like they're all with you. And I think that like I I don't know, but I would imagine that in 20 more years like the team of talent of those people who just prefer to operate the way we operate and like like the culture that we have and like each

[0:28] YouTube https://youtu.be/RFsFWbAiq7I?t=21 || If Your New Hire Has No Black Book, Don’t Hire Them
other. It's more like like if somebody comes in as a as a sea level exec and has no network of people that they've worked with in the past. I'm like that's weird. like you don't have anyone from all the past roles who you've worked with who either a you think is a stud which is weird that you don't think

[0:43] YouTube https://youtu.be/RFsFWbAiq7I?t=36 || If Your New Hire Has No Black Book, Don’t Hire Them
anyone's a stud or alternatively you think they were a stud but they don't want to come to like your new thing because you're not a good leader and so that's a great like litmus test in terms of like how good of a leader is this person is like who do they have in their in their blackbook because we need to

[0:56] YouTube https://youtu.be/RFsFWbAiq7I?t=49 || If Your New Hire Has No Black Book, Don’t Hire Them
build out this function quickly and I'm expecting you to bring some of that to the table real quick if you're a business owner and you are not growing as fast as you'd like I'd like to give you a free gift so my team and I put together the $100 million scaling road map which is basically 200 hours of us looking over

[1:12] YouTube https://youtu.be/RFsFWbAiq7I?t=65 || If Your New Hire Has No Black Book, Don’t Hire Them
all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information it'll tell you where you're

[1:25] YouTube https://youtu.be/RFsFWbAiq7I?t=78 || If Your New Hire Has No Black Book, Don’t Hire Them
at and the most important part for you what to do for each of functions of the business across product marketing sales customer success recruiting IT human resources and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you

[1:39] YouTube https://youtu.be/RFsFWbAiq7I?t=92 || If Your New Hire Has No Black Book, Don’t Hire Them
this thing absolutely free. You can go to acquisition.comroadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can

[1:54] YouTube https://youtu.be/RFsFWbAiq7I?t=107 || If Your New Hire Has No Black Book, Don’t Hire Them
help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Scale a Local Service Business
URL: https://youtu.be/Rj5ffM1FUrQ
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling

[0:00] YouTube https://youtu.be/Rj5ffM1FUrQ?t=0 || How to Scale a Local Service Business
Are local service businesses best for beginners, especially who can charge a minimum of $1,000. I mean, I like local services a lot. Um, I mean, obviously I came from that space. I'm a little bit biased, but the re I'll tell you why I like local services. I like local services because you have no inventory

[0:18] YouTube https://youtu.be/Rj5ffM1FUrQ?t=11 || How to Scale a Local Service Business
and the acquisition process is the easiest. Now, the limit is that it's more difficult to scale and more expensive to scale. Not impossible by any stretch, but just more difficult to scale. And so I love it as a as a great way to start a business because either B2B or B TOC as in business to business

[0:34] YouTube https://youtu.be/Rj5ffM1FUrQ?t=27 || How to Scale a Local Service Business
or business to consumer works for both. But like if you're like, "Hey, I want to start a car wash business." It's like not that hard to be 16 years old and knock doors, right? It's if you want to start lawn, you know, mowing lawns, it's not that hard to knock doors and mow lawns. Like it's just not that

[0:46] YouTube https://youtu.be/Rj5ffM1FUrQ?t=39 || How to Scale a Local Service Business
difficult. Um, so that's kind of like that's kind of the that's it's just it's not difficult to do. If you want to and sell B2B, it's the same thing. And you can just phone call, email, show up. It's just the acquisition process is hard. And so because there's the real thing is that there's an inherent trust to local. And

[1:02] YouTube https://youtu.be/Rj5ffM1FUrQ?t=55 || How to Scale a Local Service Business
so what somebody who markets nationally has to make up for is the fact that no one trusts you. And so you have to you have to you have to make up for it with marketing skill, more content, proof uh so you know social like proof is in like your own proof like this the stuff that I've done, but also proof in terms of

[1:16] YouTube https://youtu.be/Rj5ffM1FUrQ?t=69 || How to Scale a Local Service Business
customers customer success. So there's a lot more that has to get done because you're competing against you're competing the oceans. So your game has to level up. But you can absolutely start as a local business with almost no dollars out of pocket. Start doing stuff, make the money, and then use that, leverage that into into bigger

[1:32] YouTube https://youtu.be/Rj5ffM1FUrQ?t=85 || How to Scale a Local Service Business
bigger opportunities. Okay, real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish I've now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down

[1:50] YouTube https://youtu.be/Rj5ffM1FUrQ?t=103 || How to Scale a Local Service Business
by eight different functions of the business. What the constraint feels like, like, what are the symptoms of it when you're going through it, and then what steps we actually took to graduate. And we've done this across software, physical products, uh, service businesses, brick-andmortar, all of this, and it works. And it's my gift to

[2:05] YouTube https://youtu.be/Rj5ffM1FUrQ?t=118 || How to Scale a Local Service Business
you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap. Just enter your info and it'll spit it right back to you. Offering.


VIDEO
TITLE: How to Scale a Service Business Past One Location
URL: https://youtu.be/RrInMZ1uYaM
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling

[0:00] YouTube https://youtu.be/RrInMZ1uYaM?t=0 || How to Scale a Service Business Past One Location
How would you scale a car garage, car mechanic business? Well, we're going to want uh you know, maximize utilization of the space first. So, like, can I have the guys working 12 hours a day, all the bays completely, you know, used up? Can I make them more efficient at um turning cars faster? Is there can I triage the types of work

[0:22] YouTube https://youtu.be/RrInMZ1uYaM?t=15 || How to Scale a Service Business Past One Location
that is getting done so that I can um move the cars out more quickly in terms of like am I going to take jobs that I think are basically we have to look at dollars per hour. Now you can have an hourly billing rate which is one way to do it. Um not the biggest fan of that model but it is a way it is a simpler

[0:37] YouTube https://youtu.be/RrInMZ1uYaM?t=30 || How to Scale a Service Business Past One Location
way of running the business and not necessarily a better way but it is simpler um because then you could just say like this took this many hours and that way your costs are kind of controlled. Um, but the more profitable way is to sell to solve the problem and then try as hard as you can to solve the

[0:49] YouTube https://youtu.be/RrInMZ1uYaM?t=42 || How to Scale a Service Business Past One Location
problem as fast as you can so you can do more jobs per unit time, meaning you make more money per dude per minute functionally. Um, that is how I would think about it. Now, once you go from like, okay, I've maximized this location, you have to follow the same um mo of nail it then scale it. And so, we

[1:06] YouTube https://youtu.be/RrInMZ1uYaM?t=59 || How to Scale a Service Business Past One Location
got to nail it first. Uh, which is like, do these four walls work without you? Is it growing month over month? are we getting good retention of customers year-over-year that they come they come back they refer uh friends etc. If all those things are true, then I say, "Okay, great. Let's let's open another

[1:21] YouTube https://youtu.be/RrInMZ1uYaM?t=74 || How to Scale a Service Business Past One Location
one or buy one that's failing, which is, I think, in your space probably a better move because there's gonna be tons of really old mechanics who've had the business for 35 years. There's tons of capital expense. You got all the lifts, you got, you know, the zoning, there's all these, you know, components to that

[1:35] YouTube https://youtu.be/RrInMZ1uYaM?t=88 || How to Scale a Service Business Past One Location
business. You can probably seller finance those things." What is kind of interesting for the retiring folks and interesting deal structure that I've seen working a lot is um kind of like call it like 15 or 20 year uh earnouts or like seller finance deals finance deals meaning they just basically use

[1:50] YouTube https://youtu.be/RrInMZ1uYaM?t=103 || How to Scale a Service Business Past One Location
the business as an annuity and so that way it's like they just use like if they're 70 they're like okay I'll just take 20 years of payments and they're like great this will probably take me until I die. So, that's like one way of structuring it if you want to have as much cash out of pocket and maybe

[2:04] YouTube https://youtu.be/RrInMZ1uYaM?t=117 || How to Scale a Service Business Past One Location
there's some elements of the business that aren't as like sexy. Okay. Uh, real quick, I'm going to show you the exact 10stage road map from zero to 100 million plus that less than 1% of companies finish I've now done multiple times. And so, I can say with a lot of confidence that these are the stages as

[2:20] YouTube https://youtu.be/RrInMZ1uYaM?t=133 || How to Scale a Service Business Past One Location
headcount increases that you need to get through. And I broke each of these down by eight different functions of the business. what the constraint feels like, like what are the symptoms of it when you're going through it, and then what steps we actually took to graduate. And we've done this across software,

[2:34] YouTube https://youtu.be/RrInMZ1uYaM?t=147 || How to Scale a Service Business Past One Location
physical products, uh, service businesses, brickandmortar, all of this, and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.comroadmap, just enter your info and it'll spit it right back to you. Offer.


VIDEO
TITLE: “Should I Fire My Marketing Agency and Bring It All In House?”
URL: https://youtu.be/S6L_ddZ10gU
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/S6L_ddZ10gU?t=0 || “Should I Fire My Marketing Agency and Bring It All In House?”
Pest control 8 million pacing 12 million this year running really good margins. Y yes sir. Uh biggest constraint we have now we're have a marketing agency. We're paying about 100 grand a year. Okay. We want to pull that all that marketing inhouse but we don't want to lose performers. What would you do if you're

[0:14] YouTube https://youtu.be/S6L_ddZ10gU?t=7 || “Should I Fire My Marketing Agency and Bring It All In House?”
in my shoes? Why? Uh I just feel like there's a disconnect there somewhere. Were they performing? It seems to be doing all right. Yeah. But I just like Why is that the most important thing? Uh, I just feel like we can get a better LTV like in this like I just don't know if we're getting a lot a lot of quality

[0:30] YouTube https://youtu.be/S6L_ddZ10gU?t=23 || “Should I Fire My Marketing Agency and Bring It All In House?”
leads. Why not just start marketing and not cancel them? Could do that too. Yeah. Like we do a lot of uh online social media stuff now. We have big YouTube channel, big Tik Tok. Yeah. I I'll give this as a rule of thumb in general for me. I will typically never stop flows, right? I'll just add flows.

[0:51] YouTube https://youtu.be/S6L_ddZ10gU?t=44 || “Should I Fire My Marketing Agency and Bring It All In House?”
So it's like, okay, we got this marketing agency. It's like, cool, we can hire two more marketing agencies and they can all market for me. I'll probably not make less money and then like we also want to build it in house. Cool. We'll also build it in house. Like more promotion almost never makes you

[1:04] YouTube https://youtu.be/S6L_ddZ10gU?t=57 || “Should I Fire My Marketing Agency and Bring It All In House?”
less money provided you have a product that has gross margin and makes sense, right? So yeah, I I would not I basically will never sacrifice the thing that puts food on the table, right? Even if it's not as efficient as I want, I'm not going to risk I'm not going to risk the whole business just because I

[1:17] YouTube https://youtu.be/S6L_ddZ10gU?t=70 || “Should I Fire My Marketing Agency and Bring It All In House?”
want to gain efficiency. So I'll add. So, I would I would suggest adding, not cancelling. Now, if the added thing then crushes it and just like makes the other thing superfluous, I still am like, well, we're paying these guys 100 and we're making, you know, a million, we're making 500. If somebody gave me an investment that I

[1:34] YouTube https://youtu.be/S6L_ddZ10gU?t=87 || “Should I Fire My Marketing Agency and Bring It All In House?”
put, you know, you know, 100 grand in and make 500 back, I'd still probably say yes. So, just more smart. That's why I asked. Appreciate it. Great. Easy. So, if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here in Vegas to learn how we scale. And so, my

[1:51] YouTube https://youtu.be/S6L_ddZ10gU?t=104 || “Should I Fire My Marketing Agency and Bring It All In House?”
team spends two days with you to identify the thing that's holding your business back. And so, if that sounds interesting, click book a call. And if you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: Helping a Marketing Agency Scale
URL: https://youtu.be/SHUE3z2Z5IY
PRIMARY_TOPIC: scaling
TOPICS: scaling, case-study,scaling

[0:00] YouTube https://youtu.be/SHUE3z2Z5IY?t=0 || Helping a Marketing Agency Scale
I run a performance-based marketing agency called FMA for kitchen and bathroom remodels and outdoor living companies. Currently at 8K per month, profit is 7K. We work on a paper show model and position them for high-end projects. So, not like discounts, etc. Uh, without retainers or ad spend on their end, so we take the risk there.

[0:20] YouTube https://youtu.be/SHUE3z2Z5IY?t=13 || Helping a Marketing Agency Scale
Uh, right now it cost me around. Yeah, right now it cost me around $250 to acquire a customer on the last that's where I ran the ad. Uh, I have a $1,000 setup fee and I charge $500 to $600 per qualified appointment show. To get them one appointment show, yeah, to get them one appointment show, it cost at the worst times. Um, like I'm

[0:44] YouTube https://youtu.be/SHUE3z2Z5IY?t=37 || Helping a Marketing Agency Scale
aiming for 210. uh and if I don't get them at least 10 appointments in the first month, I refund them the setup fee. Now, currently to let you know, I do have two clients on this, but I have three other clients still in tree service which I kept for cash flow because that's what I ran before. Um my question is from just

[1:04] YouTube https://youtu.be/SHUE3z2Z5IY?t=57 || Helping a Marketing Agency Scale
what I told you guys now and from your experience, what do you see which I currently don't see? Um, so what would you do in my position to absolutely like scale this or maybe do differently? Um, are you keeping the customers? Oh, no. Um, until I'm basically I wanted to keep them until I'm at 10K sufficiently in

[1:27] YouTube https://youtu.be/SHUE3z2Z5IY?t=80 || Helping a Marketing Agency Scale
the remodeling and then completely ditch. Cutting out. He's cutting out. I want to ditch the trees. Oh, you want to ditch the tree? No, no. Laya is Laya was asking a question. Also, I think Leila's audio is low for anybody on our team. If we can boost her audio, I I didn't I don't hear Leila at all. I

[1:45] YouTube https://youtu.be/SHUE3z2Z5IY?t=98 || Helping a Marketing Agency Scale
think I'm just a mute. Just Okay. Um, so the question was I mean I don't think you should cut your cash flow. You have you only have like four customers, right? Um, currently at five. Okay. So, you have five customers and that means that if you're doing $8,000 a month, but you said 8,000 topline, 7,000

[2:06] YouTube https://youtu.be/SHUE3z2Z5IY?t=119 || Helping a Marketing Agency Scale
bottom line, but you said your cost of getting a show is 210 on 500. Those margins don't make sense. What am I missing? Um, yeah, because so bas Okay. Uh, I'm I didn't So, for the 8K, I'm not basically counting in the $200 which is lost. It just count in the 300. Okay. The one guy I'm current one guy I'm

[2:29] YouTube https://youtu.be/SHUE3z2Z5IY?t=142 || Helping a Marketing Agency Scale
currently onboarding. I only have one guy currently on it. Uh yeah, the other guys currently on onboarding. And when you say guys on onboarding, you mean a client? Uh yeah, the one company I'm currently onboarding to get them into the $500 thing. I got his $1,000 setup fee basically, but he's not actively.

[2:49] YouTube https://youtu.be/SHUE3z2Z5IY?t=162 || Helping a Marketing Agency Scale
And you have five clients though, right? Uh yes, currently I'm looking to scale this now, but yeah. Yeah. I mean, go for it. I know you're gonna say what you're gonna say. Well, I was just thinking that we have to run some more water through the well. Yeah. Can you Did you hear Laya? What? No. What did you say?

[3:09] YouTube https://youtu.be/SHUE3z2Z5IY?t=182 || Helping a Marketing Agency Scale
Run some water through the well. You hear that? So, I need to get more data. You need Yeah, you need to get more data. I mean, at that point, that sample size is so small. I think we need to focus on getting a bigger sample size. Mhm. And then we can go from there. I I understand. Okay. Well, what is what

[3:30] YouTube https://youtu.be/SHUE3z2Z5IY?t=203 || Helping a Marketing Agency Scale
would you say? What is just your opinion about the model, the offer? I'm you know, I'm running this because all other agencies are basically running this pay per appointment and yeah, uh yeah, they you know, and they pay for the ads, but like the trust is really low in that market. So, I was thinking

[3:45] YouTube https://youtu.be/SHUE3z2Z5IY?t=218 || Helping a Marketing Agency Scale
about dude, I think everything's fine. I think everything's fine. The the the I'd say one risk that I see that's relatively significant is your cost per show relative to the revenue per show is kind of low. I would say the guys who I see like really murder it are at like 20%. So you're a little you're at like

[4:02] YouTube https://youtu.be/SHUE3z2Z5IY?t=235 || Helping a Marketing Agency Scale
60 uh sorry 40. So I would I want to see if we could drive that down because my fear of the business is that when you take this to scale you'll be less efficient and your margins are going to compress. That's like I would say like that's kind of like my biggest red flag. Overall the model of lead cost and

[4:16] YouTube https://youtu.be/SHUE3z2Z5IY?t=249 || Helping a Marketing Agency Scale
arbitrage there's nothing wrong with it. I've seen some massive um agencies that run that model. The next issue that you're going to run into is the types of businesses that you're serving. So, you're going to want to go up market for people who can spend $50,000, $100,000, $200,000 a month in ads. That's that's

[4:33] YouTube https://youtu.be/SHUE3z2Z5IY?t=266 || Helping a Marketing Agency Scale
what you're going to want to go after because the volatility of your business is going to be predicated on the volatility of their business. So, when you go after and this is super common for small business owners for everyone who's listening is like you go after if you go most people who are poor, I'm not

[4:47] YouTube https://youtu.be/SHUE3z2Z5IY?t=280 || Helping a Marketing Agency Scale
saying you're poor, but like most people are starting out in business go after other people who are also smarting starting out a business because that's where your confidence level is. but their business, they don't know anything either, right? So, it's the blind leading the blind and you're like, "What's wrong with my business? All

[5:00] YouTube https://youtu.be/SHUE3z2Z5IY?t=293 || Helping a Marketing Agency Scale
these people are turning and they're turnurning because they don't know what the hell they're doing in their business either." And so, you're going to want to earn the right to go up market as fast as you can. Um, and if you have five clients that pay you what they're paying now versus having five clients and each

[5:14] YouTube https://youtu.be/SHUE3z2Z5IY?t=307 || Helping a Marketing Agency Scale
one pays $100,000 a month, you could run the same OP ops and have a hundred times the revenue. Yeah. The biggest Can you hear me? Okay. Yes, I can. Oh, okay. Fantastic. You can you can hear me? Sounds okay. Yeah. Okay, great. I I was going to say the next the next thing that you're going to want to realize is that like we've done

[5:35] YouTube https://youtu.be/SHUE3z2Z5IY?t=328 || Helping a Marketing Agency Scale
the pay show model and we also had a software that used to enable the payer show model. There's two things that you want to watch out for, which is one, when you're doing payer show, a lot of times the businesses are going to think, well, if they show but they don't close, why the am I paying you? And so

[5:48] YouTube https://youtu.be/SHUE3z2Z5IY?t=341 || Helping a Marketing Agency Scale
then you're going to be really tempted to be like, h can I just help them sell these people? I'm just going to also maybe I should start a sales agency and close these That's the next thing that's going to happen. The the second piece to it, and by the way, don't do that. Go up market instead because people that are up market have

[6:02] YouTube https://youtu.be/SHUE3z2Z5IY?t=355 || Helping a Marketing Agency Scale
their own sales team and they understand that concept that even though you get somebody to show, it doesn't mean that they're guaranteed to close. You still need to have trained salespeople. So, do not give into the temptation. Don't try and serve an avatar that isn't best for you more. That's the biggest mistake

[6:17] YouTube https://youtu.be/SHUE3z2Z5IY?t=370 || Helping a Marketing Agency Scale
people make, which is like you're serving an avatar that isn't your best avatar and you try to go above and beyond for it. You just don't want to do that. The second thing is that Okay, fire is good. That's like I feel like that's like 2010. That was good. Um bringing it back. Yeah, that's why. Uh the second piece is that with the

[6:34] YouTube https://youtu.be/SHUE3z2Z5IY?t=387 || Helping a Marketing Agency Scale
paper show model, here's the place where it goes wrong, which I saw firsthand, which is why agencies had churn with it, which is that um customers want to be able to predict how much money they're going to spend with you. So if you look at churn and you look at customer retention, the customers who retain the

[6:51] YouTube https://youtu.be/SHUE3z2Z5IY?t=404 || Helping a Marketing Agency Scale
most are the customers who understand how much they're going to pay. And so one thing that you can do is you can give people a range estimate or you can give them a heads up different times through the month as to how much you're going to be billing them. Now it seems contrary because you think okay well if

[7:06] YouTube https://youtu.be/SHUE3z2Z5IY?t=419 || Helping a Marketing Agency Scale
I tell them how much they're going to be paying they like oh my god that's so much. But the reality is actually if they get a bill that's unexpected that is like it looks and it's like once you get one unexpected bill from a company it's like by the second one there's a 50% likelihood that they're going to

[7:18] YouTube https://youtu.be/SHUE3z2Z5IY?t=431 || Helping a Marketing Agency Scale
turn. So think about how you can communicate with those customers. Maybe it's every other week. Maybe it's every week to show them what their tab looks like. Or by increment of revenue. Yeah. Or by increment. That's a great one, too. Yeah. Just like every 5,000, you know, whatever. Every thousand, every 5,000

[7:34] YouTube https://youtu.be/SHUE3z2Z5IY?t=447 || Helping a Marketing Agency Scale
they spend, you just let it just automatic just letting them know that this is happening. We can turn it off whenever you want. So, I think another piece that you could also ask is when you're getting the sale, when you're onboarding them, ask them what their budget is. I know it seems contrary, but it's like if you

[7:48] YouTube https://youtu.be/SHUE3z2Z5IY?t=461 || Helping a Marketing Agency Scale
want to get them to spend more money with you, you also need to show them that you're okay spending as much as they're comfortable to start. Does that make sense? And you can coach them up from there once you get buy in. Yeah. Okay. Yeah, that makes sense. I currently, what I currently do is I build like this lovable thing where I

[8:05] YouTube https://youtu.be/SHUE3z2Z5IY?t=478 || Helping a Marketing Agency Scale
put in the numbers. So, close rate, average contract value, etc. And um basically I do that on a sales call though. So that's a big nugget in terms of the onboarding because then I can always like weekly tell them like hey this is how much you should spend and that's what you should expect in the long term to get a return.

[8:22] YouTube https://youtu.be/SHUE3z2Z5IY?t=495 || Helping a Marketing Agency Scale
So thank you for that tip. Um I mean if you were me here how would like you think about going from like 8K per month right now to like 50k in this exact model as fast and also as sustain sustainably. Dude, this is we we answered it. So I I want to ask you what do you think we what do you think we just said? Just I

[8:41] YouTube https://youtu.be/SHUE3z2Z5IY?t=514 || Helping a Marketing Agency Scale
want to make sure you retain your that I that I need to get more that that I need to get more data and like just sell more probably and and and and that I should not uh switch my business model and get them to basically uh convince me to get them to sell and also make sure that they know how much they get charged

[9:09] YouTube https://youtu.be/SHUE3z2Z5IY?t=542 || Helping a Marketing Agency Scale
market. Go up market and go up market. Yeah. Up up up market. The one thing I want to What do you think about the avatar? 1 million above because I was thinking about it. Just go up. You guys have an opinion on this? Just go up. Just just like in your ads or your outreach, look for people who are doing 10 times those numbers.

[9:27] YouTube https://youtu.be/SHUE3z2Z5IY?t=560 || Helping a Marketing Agency Scale
Number go up. Good. Yeah. Big number. Good. Okay. Okay. Cool. Like you could literally have the same size company you have in terms of headcount. Literally just add a zero to what the people that you're trying to attract are and you will make significantly more money and love your life more. Mhm. Okay.

[9:44] YouTube https://youtu.be/SHUE3z2Z5IY?t=577 || Helping a Marketing Agency Scale
Cool. Yeah. Thank you. All right. Rock and roll. Should I Should I Should I increase steadfastly? No, I don't think yet, dude. It's five people. Yeah. You got to get more water through the well. Also, there's a like for everybody listening like it's like okay, increase your prices, but like you haven't even gotten to the threshold

[10:02] YouTube https://youtu.be/SHUE3z2Z5IY?t=595 || Helping a Marketing Agency Scale
of delivery. So until you get to a point where delivery is stressed and you can see how your team and how your company operates when you are stretched when it comes to your client load, do not increase your prices. You increase your prices when you know that your product and your delivery is rock solid. So we

[10:16] YouTube https://youtu.be/SHUE3z2Z5IY?t=609 || Helping a Marketing Agency Scale
got to get more water through the pipes first. Okay. Okay. I got it. Thank you very much. I appreciate your time. Thank you. Have a good Thursday, man.


VIDEO
TITLE: My Biggest Ongoing Challenge
URL: https://youtu.be/SZmTAvfzyKg
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/SZmTAvfzyKg?t=0 || My Biggest Ongoing Challenge
I wonder if there's anything you still suck at no matter how much time or money you throw at it. I think focus is still the thing that I have to beat every day. It's very hard. It's extremely hard. Yeah. Um because also to the same degree like when we have more resources. I have a ton of very smart people who work, you

[0:13] YouTube https://youtu.be/SZmTAvfzyKg?t=6 || My Biggest Ongoing Challenge
know, at acquisition.com, we have good amounts of capital that we can put to work uh to pursue any opportunity. And so um I just have to be even more selective about the things that are worth doing. And so if something has a hundred million dollar cap, I'm just not interested, right? It's like even even a

[0:29] YouTube https://youtu.be/SZmTAvfzyKg?t=22 || My Biggest Ongoing Challenge
billion dollar idea, it's like I want I want something that has a decillion dollar, you know, potential minimum in order for me to be like, "All right, let's let's literally say no to everything else besides this one thing." And so, and then once you say yes to it, it's it's it's it's committing. It means

[0:43] YouTube https://youtu.be/SZmTAvfzyKg?t=36 || My Biggest Ongoing Challenge
eliminating the alternatives. Like, you get married to the idea. And I I use that term because when you get married, you eliminate all the alternatives. There's no other person you're going to be with. That's the point. Um, and that also means that if someone what appears to be better comes along, it means you

[0:54] YouTube https://youtu.be/SZmTAvfzyKg?t=47 || My Biggest Ongoing Challenge
stick with your original commitment. And typically though, I'll say this is, you know, my my my two cents on that is that when that better person comes along, it's it's very rare that they're actually better. It's just that you don't know all the bad stuff yet because Yeah. Well, of course. Because it's early and it's new, right?

[1:08] YouTube https://youtu.be/SZmTAvfzyKg?t=61 || My Biggest Ongoing Challenge
And so applies to business, applies to dating. Yeah. Yeah. Like the grass is always greener on the other side, but it's also because it's fertilized with And so it's just remembering that. And so I would say that the f this last year was the first year in my career that I realized that I didn't feel FOMO. And so

[1:23] YouTube https://youtu.be/SZmTAvfzyKg?t=76 || My Biggest Ongoing Challenge
that was like a very huge accomplishment for me. Um because I would say for the first more than decade of my career, if someone was making, you know, someone came to me and say, "Hey, I did this thing and it made a bunch of money." I immediately was like, "I need to stop doing this. I should start doing that."

[1:35] YouTube https://youtu.be/SZmTAvfzyKg?t=88 || My Biggest Ongoing Challenge
Um or I was like, "Man, uh you know, his thing's easier, mine's not, you know, mine's mine's harder. This is so dumb of me." I can relate. Yeah. And I would say that at this point um you know if someone comes to me and they just did a monster deal or something my immediate thought and this is what has changed is I'm like

[1:51] YouTube https://youtu.be/SZmTAvfzyKg?t=104 || My Biggest Ongoing Challenge
that's amazing and I know nothing about that and I've spent this much time learning about this thing and you spent this much time learning about that thing and for me to catch up to where you're at. I have to spend the same you know 13 14 years you did learning this one thing but here's the part we have to compare

[2:04] YouTube https://youtu.be/SZmTAvfzyKg?t=117 || My Biggest Ongoing Challenge
it against. Let's say you're 13 years into one career path. Well if you're younger say you're two years into a career path. You have to start at two years behind on this other thing because you have to compare year four of your current thing to year two of the other thing. Yeah. Interesting. Not year two of the other thing to where

[2:20] YouTube https://youtu.be/SZmTAvfzyKg?t=133 || My Biggest Ongoing Challenge
you're currently at now because we have to take into account like we're also going to get better. And the longer you do something, the better you get and the more that the incremental benefit occurs to an outsized return. So I'll give you an example. So let's say let's say you're you're a runner just for

[2:34] YouTube https://youtu.be/SZmTAvfzyKg?t=147 || My Biggest Ongoing Challenge
simplicity sake. The difference between first place and second place is almost nothing. It's a tenth of second, right? But the difference between first place and second place in terms of real world is everything. And so the same thing happens when it comes to skills. If you're the absolute best marketer in the

[2:46] YouTube https://youtu.be/SZmTAvfzyKg?t=159 || My Biggest Ongoing Challenge
marketplace, you will the the vast majority the line share of the returns will go to number one. And so if you're on this path and you're like, "Okay, well now I'm top 10%." It's like that's great. Do you want to start at zero again? Because the thing is is going from 10% to 5%. Might only be a 5% absolute uh difference, but might be a

[3:02] YouTube https://youtu.be/SZmTAvfzyKg?t=175 || My Biggest Ongoing Challenge
triple in your income. And so that's the piece that like if they're like, "Man, I've made all this progress to get to here and I'm not making as much as I It's like, yeah, but all the fruit is at the end. Yeah. And that's why that's why sticking with the pick is so important. Real quick, if you're a business owner

[3:15] YouTube https://youtu.be/SZmTAvfzyKg?t=188 || My Biggest Ongoing Challenge
and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly, where they

[3:29] YouTube https://youtu.be/SZmTAvfzyKg?t=202 || My Biggest Ongoing Challenge
got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing,

[3:42] YouTube https://youtu.be/SZmTAvfzyKg?t=215 || My Biggest Ongoing Challenge
sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap, plug in your business information, and

[3:56] YouTube https://youtu.be/SZmTAvfzyKg?t=229 || My Biggest Ongoing Challenge
if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person

[4:10] YouTube https://youtu.be/SZmTAvfzyKg?t=243 || My Biggest Ongoing Challenge
live.


VIDEO
TITLE: How I Tell if a Job Candidate is Actually Smart
URL: https://youtu.be/T6DmvTmPqAw
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, productivity

[0:00] YouTube https://youtu.be/T6DmvTmPqAw?t=0 || How I Tell if a Job Candidate is Actually Smart
when you're hiring for smart people, how do you figure out if they're smart? Really good question. Um, I think the quality. So, a couple things. So, the the the quality of the questions that they ask. Let's go deep on each one. So, the quality of questions that they ask. Okay. What's a high quality question?

[0:16] YouTube https://youtu.be/T6DmvTmPqAw?t=9 || How I Tell if a Job Candidate is Actually Smart
So, if someone said, "Hey, I noticed that you guys have this media brand here and you have this advisory practice here. What's revenue retention around that? is there's another vehicle that you guys have considered that you know isn't in the pipeline right now. I'd be like wow that demonstrated they did a

[0:33] YouTube https://youtu.be/T6DmvTmPqAw?t=26 || How I Tell if a Job Candidate is Actually Smart
fair amount of research and they were able to take a complex thought between these two things and and ask me about it. So like that's a great question. Whereas if someone says like you know what's the five-year vision of the company? I don't see that as a bad question. Um I just see that it's like kind of a generic interview question

[0:47] YouTube https://youtu.be/T6DmvTmPqAw?t=40 || How I Tell if a Job Candidate is Actually Smart
someone might ask. And if that's not already answerable online, which you know the the the pros and cons of our situation, similar to you, is that a lot of my stuff is public. And so I expect somebody to come in with better than generic questions because I've already answered generic questions. Real quick,

[1:02] YouTube https://youtu.be/T6DmvTmPqAw?t=55 || How I Tell if a Job Candidate is Actually Smart
if you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[1:16] YouTube https://youtu.be/T6DmvTmPqAw?t=69 || How I Tell if a Job Candidate is Actually Smart
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the business across product, marketing, sales,

[1:30] YouTube https://youtu.be/T6DmvTmPqAw?t=83 || How I Tell if a Job Candidate is Actually Smart
customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and

[1:44] YouTube https://youtu.be/T6DmvTmPqAw?t=97 || How I Tell if a Job Candidate is Actually Smart
if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Grand Slam Offer for Employees
URL: https://youtu.be/TCXG1S__QGU
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, scaling

[0:00] YouTube https://youtu.be/TCXG1S__QGU?t=0 || The Grand Slam Offer for Employees
So you right now because of your size you're competing and I and I in the type of person you need you're competing with a lot you're in a very competitive industry in terms of talent. Um yeah and so I I imagine you're um competing against some of the AI guys. You're competing against a lot of tech companies and the value and PE and the value that they provide I had to guess is just lots and lots of money which I think you have the ability to do that.

[0:23] YouTube https://youtu.be/TCXG1S__QGU?t=16 || The Grand Slam Offer for Employees
Yeah, we pay well but they also have the ability to offer like equity for this like lottery ticket maybe. I don't know what else, but I'm sure there's many things that they offer that you can't. What do you have to offer to them other than market rate or above market rate money? Yeah. Um, it's growth and impact. Like if you were to ask everybody in the company acquisition.com, what's the number one thing that they come for?

[0:47] YouTube https://youtu.be/TCXG1S__QGU?t=40 || The Grand Slam Offer for Employees
It's growth. Like they like none of those companies are grow like not a lot of those companies aren't growing at the rate that we're growing. And so there's so much career advancement and opportunity. Um, we are very meritocratic and so like anyone can come 1 minute here and move up independent of of age, you know, even even independent of tenure. Like we had a guy who came here

[1:07] YouTube https://youtu.be/TCXG1S__QGU?t=60 || The Grand Slam Offer for Employees
90 days ago and got a very large promotion after coming in at a pretty high role already just because he demonstrated he was great and we're like great, we have this opening, we think you'd be the best fit. And the growth is the the revenue of the company, which then means you pull people up to higher roles. So then basically in order to attract A+ talent, you have to you have to grow fast.

[1:25] YouTube https://youtu.be/TCXG1S__QGU?t=78 || The Grand Slam Offer for Employees
Yeah. I mean, yeah, exactly. You have to grow fast. And I do think that's a virtuous cycle, which is like the faster you grow, the more talent you get, which grows you faster. And so, like, it can also be vicious in the other direction. It's mostly vicious in the other direction. Yeah. Yeah. Yeah. You're shrinking and you have no money to give people. Yeah. It gets it gets tough.

[1:42] YouTube https://youtu.be/TCXG1S__QGU?t=95 || The Grand Slam Offer for Employees
Or like a lot of businesses are like growing only 20 or 20% a year. I don't know. Some like Yeah. fine but mediocre number. And it's like where do they start if they don't have growth in order not growth in terms of just the money to pay people but growth in order to impress the right people to join them.

[1:58] YouTube https://youtu.be/TCXG1S__QGU?t=111 || The Grand Slam Offer for Employees
I think it all depends on what like the opportunity and the level of like the pool that you're competing against. You know like if you are an AI true AI you know company you know it is super competitive. On the flip side though like if someone's going to start a new division for us I can just say like I can guarantee you demand. Not a lot of

[2:15] YouTube https://youtu.be/TCXG1S__QGU?t=128 || The Grand Slam Offer for Employees
people can do that. And so like it's not a question of whether this will work or not. Is it's is this the best use of the demand that we have and so it becomes an opportunity cost question. But a lot of people in some ways it's like it's less risky to come to ACQ because we have so much demand uh and there's just there's so much opportunity. That's basically like if you're working for Jimmy said you know use a different brand like Mr.

[2:40] YouTube https://youtu.be/TCXG1S__QGU?t=153 || The Grand Slam Offer for Employees
Beast like he has virtually a limitless demand. And so if if if he said, "Hey, can you help me spin up whatever? Pick a pick a random thing." If if Mr. Beast was going to say, "Hey, let's start an umbrella brand." It doesn't mean like he for sure will sell umbrellas. It's just not the best use of his resources, right? And so it's like we need somebody

[2:58] YouTube https://youtu.be/TCXG1S__QGU?t=171 || The Grand Slam Offer for Employees
who can come in, recognize the best uh vehicle for for the demand that we have and then be able to obviously execute it on it. But a lot of people don't have that like built-in guaranteed, you know, they just don't have that. And so that becomes actually significantly riskier despite you know what other

[3:13] YouTube https://youtu.be/TCXG1S__QGU?t=186 || The Grand Slam Offer for Employees
quote perks might exist. And so it's like you've guaranteed demand you have basically guaranteed growth as as as fast as you can grow we can grow. And that's and we also still pay exceptionally well. And so with you know those things put together we can get very very good talent. And there's also people that are just very mission

[3:29] YouTube https://youtu.be/TCXG1S__QGU?t=202 || The Grand Slam Offer for Employees
driven. Like we have a lot of people who come in and are like I've consumed your stuff for years and I saw the the recruiter reached out to me and I was stoked and that that was it. like there's just in some ways it's like you know private equity number 17 it's like they're it's almost it's just commoditiz like their business is commoditized.

[3:46] YouTube https://youtu.be/TCXG1S__QGU?t=219 || The Grand Slam Offer for Employees
It's just not that interesting and so they have to compete on price and so their price is their comp. Whereas if you have a value proposition like what's the what's the grand slam offer from an employee perspective rather than a grand slam offer from a product perspective because it's still the exact same process of acquiring talent as it is to

[4:01] YouTube https://youtu.be/TCXG1S__QGU?t=234 || The Grand Slam Offer for Employees
acquire customers. It's just a reverse funnel. Real quick,


VIDEO
TITLE: Helping a $260K Recruiting Business Get to $1M
URL: https://youtu.be/TGaVok-5pbg
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/TGaVok-5pbg?t=0 || Helping a $260K Recruiting Business Get to $1M
I sell uh done for you job search services to senior IT professionals and we are doing 260k in revenue. I would like love to be at a 1 million uh dollar revenue mark by the end of this year. And what the biggest problem uh right now what we have is a very low LTB to CAC ratio. Uh it's like 3:1 and the other big problem is we have

[0:20] YouTube https://youtu.be/TGaVok-5pbg?t=13 || Helping a $260K Recruiting Business Get to $1M
because we can't guarantee the outcome because of the market. Uh we are on boarding. What's the outcome? The outcome is landing them a job. Got okay. So you're getting people jobs in it. Yeah. Okay. Got it. And uh so we tell them like hey we'll work with you until we land you in a different market in the same market same industry same

[0:40] YouTube https://youtu.be/TGaVok-5pbg?t=33 || Helping a $260K Recruiting Business Get to $1M
niche. Okay. So but like their local like in so you're not going cross country place if they want to if they want to relocate we do that. Um but whichever whatever they specify the job like hey I want to land this kind of role and we assess like we can land you realistically. uh we find the hiring managers, we build their resume, we

[0:57] YouTube https://youtu.be/TGaVok-5pbg?t=50 || Helping a $260K Recruiting Business Get to $1M
build their LinkedIn profiles, all of that and then market them better. Uh sometimes some people are more aspirational so we can't necessarily land the job with certainty. Uh so and that's why they create a ballooning problem in my business where like we have customer what do you charge? Uh 6K. Okay. And CX 2K

[1:17] YouTube https://youtu.be/TGaVok-5pbg?t=70 || Helping a $260K Recruiting Business Get to $1M
uh yeah 1,800 currently. We just started testing running ads. Interesting. Can you have a success fee? Uh, success fee? No, you can't or you won't? Oh, no. I do do not. Would you like to? Love to. Okay, maybe we should do that on top. I I wasn't sure how much uh and how to price it. I think usually like whatever you can

[1:40] YouTube https://youtu.be/TGaVok-5pbg?t=93 || Helping a $260K Recruiting Business Get to $1M
say without cracking a smile on the phone is a good place to start. Um Um No, I mean I I mean that I mean that relatively genuinely. Um, like you just keep going up. So, I mean it's just talk to five, make the offer, see how it does, and just I just keep going up until the market says no. I see. Got it.

[2:01] YouTube https://youtu.be/TGaVok-5pbg?t=114 || Helping a $260K Recruiting Business Get to $1M
I mean, it's the strongest lever on on on profit. Price is the strongest lever on profit. I do think CAC seems a little bit high for what you're what you're talking about. I would expect CAC to be a thousand for an offer like that for like a job opportunity. Um, what's how are you getting customers? uh LinkedIn

[2:15] YouTube https://youtu.be/TGaVok-5pbg?t=128 || Helping a $260K Recruiting Business Get to $1M
primarily 70 80% LinkedIn uh cold outreach and uh organic mh and then few customers here and there from ads because we are just few months ago we started trying our hand at that I don't think you should try ads I think you should keep doing outbound outbound and just double down on that outbound we are limited by 100 link

[2:35] YouTube https://youtu.be/TGaVok-5pbg?t=148 || Helping a $260K Recruiting Business Get to $1M
requests but and there's ways around that I see yeah there's ways around that and there's also other platforms and so just for anybody if you're if you're thinking about like let's say you have one method. So like paid ads as a method, affiliates as a method, um you know uh organic content as a method. Those are

[2:51] YouTube https://youtu.be/TGaVok-5pbg?t=164 || Helping a $260K Recruiting Business Get to $1M
all methods. Uh changing uh methods is the hardest thing to do. Uh right above that is is changing uh platforms. So if you're good at outbound, it'll be different on Instagram but more similar than running ads. Does that make sense? Can we add on to that? So we are we we have got the outbound dialed in very

[3:09] YouTube https://youtu.be/TGaVok-5pbg?t=182 || Helping a $260K Recruiting Business Get to $1M
well. uh I just wanted to run ads because like for the past one year we have been doing exactly that and we have seen zero increment with the outbound right. Yeah. I I think that so there is a there was a guy here last time who um uh you can you can absolutely get more get more DMs. I'll just say that like you can for

[3:27] YouTube https://youtu.be/TGaVok-5pbg?t=200 || Helping a $260K Recruiting Business Get to $1M
sure increase your number of DMs from 100 to 500 or a thousand. There's many massive companies that use outbound on LinkedIn as their primary strategy for for for getting customers. So I think one is you can do that. But if we were to just change your economics of the offer and just include a um uh a success

[3:43] YouTube https://youtu.be/TGaVok-5pbg?t=216 || Helping a $260K Recruiting Business Get to $1M
fee, then I think that would be a great first start, uh which probably like the first month uh would probably be a good starting point price-wise. Thank you. Yeah, no worries. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the

[4:01] YouTube https://youtu.be/TGaVok-5pbg?t=234 || Helping a $260K Recruiting Business Get to $1M
$100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing

[4:16] YouTube https://youtu.be/TGaVok-5pbg?t=249 || Helping a $260K Recruiting Business Get to $1M
where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with,

[4:29] YouTube https://youtu.be/TGaVok-5pbg?t=262 || Helping a $260K Recruiting Business Get to $1M
someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you

[4:42] YouTube https://youtu.be/TGaVok-5pbg?t=275 || Helping a $260K Recruiting Business Get to $1M
out on the thank you page. You can just book a call with my team and we will look into business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Business Owner Structure a Roll-Up
URL: https://youtu.be/TH0v1BpsgeQ
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/TH0v1BpsgeQ?t=0 || Helping a Business Owner Structure a Roll-Up
Hey guys, thank you for putting this on. My name is Clint. I own a residential roofing, contracting, storm restoration business in Atlanta. Uh, one of the things that we're seeing is companies in our region are having really ridiculous PE exits right now. Uh, it seems like PE is overpaying, family offices are

[0:17] YouTube https://youtu.be/TH0v1BpsgeQ?t=10 || Helping a Business Owner Structure a Roll-Up
overpaying. Uh, we do not I did your VAM worksheet yesterday. We're we're not there yet. Uh, I'm worried that I'll miss the window on a high exit. And I've got 12 business owners that we've trained, worked with, become very good friends with that have all expressed interest in a merger. They're all roofing companies, all in the region.

[0:37] YouTube https://youtu.be/TH0v1BpsgeQ?t=30 || Helping a Business Owner Structure a Roll-Up
We're all on the same software and platform. I'm worried about nobody wants to give up control. And how do I create an offer around them that would also allow for a higher PE exit? Would that even be attractive to a PE company to have 12 business owners and fractional equity? And No. Well, not that it

[0:56] YouTube https://youtu.be/TH0v1BpsgeQ?t=49 || Helping a Business Owner Structure a Roll-Up
wouldn't be a like so fundamental the the the foundational businesses. So what's the what would be the the consolidated IBIDA of all 12? It's a little over 10 million between all 12. Yeah. So that would be interesting. So I think I would probably approach this from like a hey um so the like I have a

[1:12] YouTube https://youtu.be/TH0v1BpsgeQ?t=65 || Helping a Business Owner Structure a Roll-Up
I'll say an acquaintance that does this um just in this space that you're in. Um and so the offer that he gives is okay if you sell on your own right now you're either unsellable or maybe you'll get like a 5x, right? And so I will you you give me an option today for 100% of your business that I can then use. It's kind

[1:32] YouTube https://youtu.be/TH0v1BpsgeQ?t=85 || Helping a Business Owner Structure a Roll-Up
of like wholesaling where you get a contract for purchase, right? So it's like let me get an option for 6x or 7x which is more than you can get and then you go to all the other ones and it's like this gives me control and then you basically can try and sell it for nine and then you make the spread there and

[1:46] YouTube https://youtu.be/TH0v1BpsgeQ?t=99 || Helping a Business Owner Structure a Roll-Up
you can even contribute yours as goodwill if you wanted to um into the mix as like kind of the the starter. I'm guessing you're not the biggest one of the bunch though. Yeah. No, that's I got to come and sell some people who are bigger than me on this idea. Yeah. And so, um, the contribution to the So, either you have the because

[2:03] YouTube https://youtu.be/TH0v1BpsgeQ?t=116 || Helping a Business Owner Structure a Roll-Up
fundamentally if you have the, uh, contract of sale and this would just go to an M\&A attorney because they'll they'll pay for it. But, um, you have the contract of sale and then you have the multiple. And so, that way they will have their slice of the pie relative to their contribution to the pie. That way

[2:20] YouTube https://youtu.be/TH0v1BpsgeQ?t=133 || Helping a Business Owner Structure a Roll-Up
it's like it's all fair and then everybody should be just trying to gas it into the sale because they want to get their biggest slice, which awesome, we're all on the same team here. And the more we all win, the bigger the overall multiple is going to be. And so it's just you try like in order to get the

[2:33] YouTube https://youtu.be/TH0v1BpsgeQ?t=146 || Helping a Business Owner Structure a Roll-Up
deal done there needs to be one person who's talking and one person in control. The rest of it's a mess. And so like that's what you have to solve for. But like that's the sale. I mean that's the sale, right? And that's fundamentally that's why you get paid millions of dollars to do it, right? Thanks.

[2:49] YouTube https://youtu.be/TH0v1BpsgeQ?t=162 || Helping a Business Owner Structure a Roll-Up
Yeah. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and

[3:04] YouTube https://youtu.be/TH0v1BpsgeQ?t=177 || Helping a Business Owner Structure a Roll-Up
more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the

[3:16] YouTube https://youtu.be/TH0v1BpsgeQ?t=189 || Helping a Business Owner Structure a Roll-Up
business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. free. You can go to acquisition.com/roadmap,

[3:30] YouTube https://youtu.be/TH0v1BpsgeQ?t=203 || Helping a Business Owner Structure a Roll-Up
plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you

[3:44] YouTube https://youtu.be/TH0v1BpsgeQ?t=217 || Helping a Business Owner Structure a Roll-Up
out to Vegas and we'll do this in person live.


VIDEO
TITLE: How to Fix 75% Churn in a Subscription Business
URL: https://youtu.be/TL9-Xe6GLx4
PRIMARY_TOPIC: scaling
TOPICS: scaling, retention-churn, offers

[0:00] YouTube https://youtu.be/TL9-Xe6GLx4?t=0 || How to Fix 75% Churn in a Subscription Business
I sell a monthly meat subscription box to chronically ill and healthconscious people and we launched five months ago and we are currently doing like 33k per month in revenue. So this is a brand new thing that you just started. Yes, that's right. And my question is about churn. Okay. Because customers who stay past the

[0:20] YouTube https://youtu.be/TL9-Xe6GLx4?t=13 || How to Fix 75% Churn in a Subscription Business
first couple of months tend to stick. For example, our very first group of customers from 5 months ago, they just placed their fourth order and churn from last month to this month was only 16%. I mean, but new customers churn a lot after their first month. Uhhuh. From the group that bought for the first

[0:41] YouTube https://youtu.be/TL9-Xe6GLx4?t=34 || How to Fix 75% Churn in a Subscription Business
time last month, 75% did not buy a second box. Okay. So the question is what should I do to specifically reduce the churn between the first and second month of the subscription? What do you want to do with this business? Well, this was the first business that I wanted to do something that would compound because before I was

[1:05] YouTube https://youtu.be/TL9-Xe6GLx4?t=58 || How to Fix 75% Churn in a Subscription Business
info just education one course that I would have to promote all over again. Yeah. Yeah, I got you. All right. Um, and I'm sorry, just a little reminder. I hear myself double in the phone. Good to know. Sorry about that. Can you hear me without hearing the double? Yeah, I hear you. Perfect. All right. So, I'll just I'll do more of

[1:28] YouTube https://youtu.be/TL9-Xe6GLx4?t=81 || How to Fix 75% Churn in a Subscription Business
the talking. How about that? Um, okay. So, here's the deal. You're you're selling like wellness boxes to people who are sick, right? Yes. Okay, got it. Um, is it a changing thing every month? Like what's inside of it? Yeah, they they actually have to place the order each month again. They have to manually place it again.

[1:57] YouTube https://youtu.be/TL9-Xe6GLx4?t=110 || How to Fix 75% Churn in a Subscription Business
Yes. Oh, I mean that's I mean that's thing number one. I mean it has to be automatic. No one's going to want to do that every month. Yeah. So, I would just say like have a default box and they can choose to edit it if they want to, but like you send a default box to everybody even if it's new. Does that make sense?

[2:12] YouTube https://youtu.be/TL9-Xe6GLx4?t=125 || How to Fix 75% Churn in a Subscription Business
Okay. So, that's thing number one. Um, but what the reason I asked like what do you want to have happen with this business? Is this all drop shipped or is this like you have a warehouse full of like goodies? Uh, we have we have uh rented a warehouse and we have farmers who who sell the sheep who sell the meat

[2:31] YouTube https://youtu.be/TL9-Xe6GLx4?t=144 || How to Fix 75% Churn in a Subscription Business
to us. Okay. Okay. So, it's meat. I'm sorry. I I just hear Yeah. Good. It's meat. Just beeping sounds. H. Got it. Okay. So, this these are meat boxes. This is like Butcher Box. Yeah. Yeah. It's exactly like box. Got it. Okay. Understood. Um, avatar selection is going to be really important. Number one. Number two. So,

[2:55] YouTube https://youtu.be/TL9-Xe6GLx4?t=168 || How to Fix 75% Churn in a Subscription Business
it's like if you go to poor people, they will turn out because they basically bought you for a onetime discounted like stake or whatever. Um, you want to be positioning against groceries and like their source of food. Um, and you'll probably need a mix of different meats. It is very elastic from a pricing perspective, which I don't

[3:16] YouTube https://youtu.be/TL9-Xe6GLx4?t=189 || How to Fix 75% Churn in a Subscription Business
love. Um, I'm pretty sure like actually I don't know if I'm under NDA. Well, I've seen very big ones of these and they run paper thin margins. So, I don't know if this like I'm being like really real with you. I don't know if this is like, hey, I want to just have like it's tough because people's people's flavors change, their pallets

[3:36] YouTube https://youtu.be/TL9-Xe6GLx4?t=209 || How to Fix 75% Churn in a Subscription Business
change. This isn't me trying to tell you not to do this business, but like this is going to be a hard business that will eat capital for a long time. We actually didn't have to invest anything into that. Uh-huh. We have like third party logistics and we just people people pay to us and then we go buy the meat.

[3:57] YouTube https://youtu.be/TL9-Xe6GLx4?t=230 || How to Fix 75% Churn in a Subscription Business
Yeah. Yeah. Yeah. No, I get it. Um, okay. So, number one is that you have to give them a sample box every month and just have them uh agree to the the mix of meats. That'll be much easier for you and make everybody do the default there. Um, I'm assuming the next issue is that people will basically feel like they

[4:15] YouTube https://youtu.be/TL9-Xe6GLx4?t=248 || How to Fix 75% Churn in a Subscription Business
already have enough meat, so they don't need more. And so, before they do their subscription, you need to text them and tell them like they have the option of skipping uh skipping a month and so it can go every other month. um or like they can change their order via text if they want to just like cut the cut the

[4:31] YouTube https://youtu.be/TL9-Xe6GLx4?t=264 || How to Fix 75% Churn in a Subscription Business
portions down in half. Both of those are viable and they have to be able to do that conveniently. Um but I think the biggest thing though is going to be how they're being sold. If it's sold fun only based on like is it is it is it mostly sold on the discount the fact that it's cheaper to buy it this way?

[4:49] YouTube https://youtu.be/TL9-Xe6GLx4?t=282 || How to Fix 75% Churn in a Subscription Business
No, no, no. It's quite opposite actually. Okay. We we called it better meat. Okay. And we just sell at a premium. We take the for from the farmers pasture and everything. Cool. Then what was the number one reason that people canled or did they just not reorder? We we just did a survey and there were

[5:12] YouTube https://youtu.be/TL9-Xe6GLx4?t=305 || How to Fix 75% Churn in a Subscription Business
two reasons. First one was that they were not able to curate their box and second was price. Got it. Okay. So, I would sell on the meat being superior as obviously the strong angle, which you already have, which is good. Um, from the customization, I think you have to make it easier. So, it's like you

[5:34] YouTube https://youtu.be/TL9-Xe6GLx4?t=327 || How to Fix 75% Churn in a Subscription Business
will get the default box and you can edit it via text. No one wants to like log in into it. I'm just telling you right now. So, I think you could just have an agent that receives it and then and then edits the orders on the back. That's super doable. Now, um, so there's that. I think editing the the system flow. In terms of the

[5:50] YouTube https://youtu.be/TL9-Xe6GLx4?t=343 || How to Fix 75% Churn in a Subscription Business
pricing, normally I ignore people who say price stuff, but when it comes to food, it is so elastic. Um, in terms of pricing, so it may be like a Are you pricing it by pound? No, we just price it third box. Yeah, I would The nice thing that you can do is you can probably because it's not going because you're just getting

[6:11] YouTube https://youtu.be/TL9-Xe6GLx4?t=364 || How to Fix 75% Churn in a Subscription Business
started with this new business. Um, I would consider price testing like do this first stuff first, right? add in add in the the the like a default box that they can change whenever they want. Add the text in ahead of time so they can skip, they can cut the portions in half or edit all in that one flow.

[6:27] YouTube https://youtu.be/TL9-Xe6GLx4?t=380 || How to Fix 75% Churn in a Subscription Business
That's the first thing that I would do. Beyond that, um I would test uh funnels that are like maybe like quarterly shipments because that'll also help you offset cash because you'll be able to get more cash up front and it'll be less frequent. So that's another option that probably be like test number two that

[6:46] YouTube https://youtu.be/TL9-Xe6GLx4?t=399 || How to Fix 75% Churn in a Subscription Business
will allow you to scale more that will probably allow to scale faster. Um and um number because you could also basically think about this way like you could have the subscription renew on a different cadence than the boxes are being shipped. Does that make sense? Yes. So that that's probably like I know I'm

[7:08] YouTube https://youtu.be/TL9-Xe6GLx4?t=421 || How to Fix 75% Churn in a Subscription Business
giving you but like you have one clear thing which is meat. So a lot of the a lot of the tests are going to be in like kind of like pricing and offer driven. Um but these are the things that I'd be looking at. Can can I just add uh we tested the pricing because very first month we calculated poorly and we

[7:24] YouTube https://youtu.be/TL9-Xe6GLx4?t=437 || How to Fix 75% Churn in a Subscription Business
had to increase the price and we did it in AB test and it was like plus 35% and plus 50%. Mhm. And now we see that those with 50% churn less. Turn less. Okay. So this is good. So what it is is basically what so to be fair I don't know I mean the the sample size seems kind of small given the revenue so I don't know if it's

[7:44] YouTube https://youtu.be/TL9-Xe6GLx4?t=457 || How to Fix 75% Churn in a Subscription Business
statistically significant so I would probably just keep running that but if the 50 keeps winning then what that would indicate to me is an avatar thing. So that means that you need to lean more in terms of the creative on the types of people who resemble the ideal customer more. Mhm. So it's like we need to target

[8:04] YouTube https://youtu.be/TL9-Xe6GLx4?t=477 || How to Fix 75% Churn in a Subscription Business
those people and we need messaging that resonates more with that person. And so it might I mean you might find that 50 and then 100% boost actually goes even higher because they just want the best stuff. Mhm. Does that make sense? Like if you become a stre like I'll tell you a completely different example, but like in the gym

[8:18] YouTube https://youtu.be/TL9-Xe6GLx4?t=491 || How to Fix 75% Churn in a Subscription Business
world when we had memberships that were like at $300 a month, it was a price point that was like a stretch for a middle class person but too cheap for a rich person. And so it kind of gets in this no man's land. And so you might find that plus 75 even performs better than 50. Again, if this data holds,

[8:39] YouTube https://youtu.be/TL9-Xe6GLx4?t=512 || How to Fix 75% Churn in a Subscription Business
yeah, it it's holding for 2 months already and we are at the top of the market right now. Okay. Then there might be a position for you to continue to raise the price so that they can associate with premium and just say and I would say like in then if that becomes the position then all my copy in the ads is like we are not the

[8:56] YouTube https://youtu.be/TL9-Xe6GLx4?t=529 || How to Fix 75% Churn in a Subscription Business
cheapest meat. In fact, we're the most expensive you can find, but that's because we're the best. And meat is probably the most mealy thing that you're eating as a portion of your diet. And so you should probably think about like every single calorie that you eat is what your body gets made of. It's

[9:10] YouTube https://youtu.be/TL9-Xe6GLx4?t=543 || How to Fix 75% Churn in a Subscription Business
like wouldn't you want to eat the best stuff? Mhm. So those are probably the marketing angles I would take. I would experiment with the different billing cycles and for sure I would add in the AI agent. There's part of you that's probably going to be afraid of like texting them before the billing, but you have to just

[9:25] YouTube https://youtu.be/TL9-Xe6GLx4?t=558 || How to Fix 75% Churn in a Subscription Business
get rid of all of that. You want to just have a product that people want to keep subscribing, not that they forget about it. Yeah. Yeah. Yeah. Yeah. No, no, that's okay because anyway, in Czech Republic, we have to remind them before before the charge. Even better. So, yeah, that like I would have the AI agent allow them and then I

[9:42] YouTube https://youtu.be/TL9-Xe6GLx4?t=575 || How to Fix 75% Churn in a Subscription Business
would really strongly consider switching to a quarterly billing cycle um as a test and then you you deliver them weekly or whatever. Yeah, makes sense. Makes sense. and and focus on the avatar on the higher avatar. 100%. That's what it I mean that's what it's showing very clearly. It's the richer people who want it. So then like

[10:03] YouTube https://youtu.be/TL9-Xe6GLx4?t=596 || How to Fix 75% Churn in a Subscription Business
keep honestly I'll keep going until the they they tell me no. Mhm. So like if if this test can elaborate. So when this test concludes between plus 30 and plus 50, you might have a plus 50 versus a plus 75 and run that test. Yeah, understood. Even if it's the same, it's like it's a huge amount of extra profit.

[10:26] YouTube https://youtu.be/TL9-Xe6GLx4?t=619 || How to Fix 75% Churn in a Subscription Business
Yeah. Yeah. Cool. It is. Thank you. Appreciate you, man. Thank you very much. See you. Salutations. Salutations. Salutations. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of

[10:47] YouTube https://youtu.be/TL9-Xe6GLx4?t=640 || How to Fix 75% Churn in a Subscription Business
us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell

[11:00] YouTube https://youtu.be/TL9-Xe6GLx4?t=653 || How to Fix 75% Churn in a Subscription Business
you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you

[11:15] YouTube https://youtu.be/TL9-Xe6GLx4?t=668 || How to Fix 75% Churn in a Subscription Business
this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if

[11:31] YouTube https://youtu.be/TL9-Xe6GLx4?t=684 || How to Fix 75% Churn in a Subscription Business
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
URL: https://youtu.be/Txozzi8rLvg
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/Txozzi8rLvg?t=0 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
We sell microdevelopment housing to investors. Microdevelopment. Okay. Yeah. So, infill housing. Um, we do 46 million in revenue. We like to get to 500 million. Cool. Awesome. Um, and our bottleneck is scaling capital and our team structure. So, they rely heavily on myself and my business partner. So, should you do the fundraising?

[0:19] YouTube https://youtu.be/Txozzi8rLvg?t=12 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
Uh, no. To do everything. Yes. Fundraising is what we'd like to focus on. Heard. Okay. And so, so question is, how do we get Chiron to join us as a GP in our fund? Yeah, sneaking. Yeah. But our question would be is how do we uh attract high net worth individuals without using our personal network? Just talk to me.

[0:45] YouTube https://youtu.be/Txozzi8rLvg?t=38 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
Um I mean you you have a you have a number of paths, right? One is somebody go to somebody already has the has all those people, right? Option one. That's the affiliate model. You could run paid ads and say, "Hey, this is my experience. This is my background." If you're an accredited investor, check us out. Um,

[0:58] YouTube https://youtu.be/Txozzi8rLvg?t=51 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
or you could be making content, which I don't know if you are doing that on a regular basis. You could be making content. Um, or you could do the outbound method, but like those are fun. Like those are the options, right? There's only there's only so many ways to get like have people find out about your stuff. Um,

[1:14] YouTube https://youtu.be/Txozzi8rLvg?t=67 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
I mean, that's it. Like going to trade shows I still kind of put into like you pay somebody else to gain access to their audience. Same same idea. Um, but those are the those are the different paths. Um, we have a really good kind of like playbook for for uh because what you what you're looking for is kind of like high it works the same

[1:33] YouTube https://youtu.be/Txozzi8rLvg?t=86 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
as an enterprise sale. Even though it's a it feels different or like it it quacks different, it it's actually still the same process. Um, and I think that if I had to like if I had no money, no everything, and I had to start now and I was switching places with you, I would probably hit um the conference event

[1:50] YouTube https://youtu.be/Txozzi8rLvg?t=103 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
stuff. Yeah. Because that's where it's just super high leverage. you typically want to be face to face with investors. They I mean not you don't want to, but you can. Um and it's just like the speed to trust is so much faster. Um yeah, we have a whole playbook around that, but you should um more than I can share right now in terms

[2:06] YouTube https://youtu.be/Txozzi8rLvg?t=119 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
of time for everybody else, but I think if I had to pick one of those paths, that's probably the one I would start with. Um unless you had some like background in like media buying or some other Yeah. All right. Perfect. Thank you. That's what I would do. Yeah. If you're a business owner and you are not growing

[2:20] YouTube https://youtu.be/Txozzi8rLvg?t=133 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it.

[2:35] YouTube https://youtu.be/Txozzi8rLvg?t=148 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information it'll tell you where you're at and the most important part for you what to do for each of functions of the business across product marketing sales customer success recruiting IT human

[2:48] YouTube https://youtu.be/Txozzi8rLvg?t=161 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
resources and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.comroadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're

[3:04] YouTube https://youtu.be/Txozzi8rLvg?t=177 || Helping a Real Estate Developer Doing $46M/Year Hire Better Talent
trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Home Services Company Scale to $100M
URL: https://youtu.be/UKd3hu6IRbY
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/UKd3hu6IRbY?t=0 || Helping a Home Services Company Scale to $100M
I sell uh property damage repairs, so emergency services for uh residential and commercial clients. So, pipes rake, wildfires, hurricanes, we do that kind of stuff. Uh do 13 and a half million dollars in revenue. 2.5 13 and a half. 13.5. Nice. Um want to be at well $100 million is long-term vision. So, that's the plan.

[0:18] YouTube https://youtu.be/UKd3hu6IRbY?t=11 || Helping a Home Services Company Scale to $100M
Um what's stopping us right now is insurance covers most of our clients bills. Right now, landscape in California is they're exiting, dropping a lot of coverage. Um we've noticed over this last year alone that um a lot of clients that have property damage aren't being covered. So we're having to we're going

[0:35] YouTube https://youtu.be/UKd3hu6IRbY?t=28 || Helping a Home Services Company Scale to $100M
from being able to just start work to lowcost estimates and price bidding wars. Um I'm watching the landscape turn into kind of a red ocean in my my mind. And I am wanting to launch kind of get out of a red ocean wanting to launch into a kind of Costco-l like membership where we sell subscription access for lowcost

[0:54] YouTube https://youtu.be/UKd3hu6IRbY?t=47 || Helping a Home Services Company Scale to $100M
services. um just as a way to try to swim uphill. You mean like a home services membership? Yeah, home services membership. Yeah, exactly. Um as an alternative to insurance as most people aren't or less and less people are being covered. I guess where I'm going with it is I've heard a lot about focus in this

[1:12] YouTube https://youtu.be/UKd3hu6IRbY?t=65 || Helping a Home Services Company Scale to $100M
conversation or in the last couple days and I'm trying to figure out balancing focus versus needing to pivot when um I have big questions about our industry and the viability of it. Are you all in California right now? Majority of our work's in California. We travel a bit for but that ends up being in Florida for hurricanes. And

[1:29] YouTube https://youtu.be/UKd3hu6IRbY?t=82 || Helping a Home Services Company Scale to $100M
so you're national. We travel nationally. Yeah. But I'd say 70% of our work is California. Okay. Got it. Are you growing? This year, no. This year we we've taken a a hit. What was last year? Last year was 13 and a half. This year it's a bit seasonal, but this year we're probably going to be closer to 10.

[1:47] YouTube https://youtu.be/UKd3hu6IRbY?t=100 || Helping a Home Services Company Scale to $100M
Okay. Uh what are margins? Uh bottom line's 35%. Okay. So, not does the I mean do you have a lot of fixed costs or is it mostly variable so that like at 10 you'll just still do three and a half million in profit and at 13 you did five or whatever four and a half. Yeah, it's um it's yeah a lot of variable cost.

[2:06] YouTube https://youtu.be/UKd3hu6IRbY?t=119 || Helping a Home Services Company Scale to $100M
Okay, got it. Um and so to restate the question, it's should I change my business model from what I'm currently selling and how do you get customers right now? Right now most of it's online. So like Google PPC. So PBC is the primary source like people search I have an emergency blah blah blah water break you know someone come help

[2:24] YouTube https://youtu.be/UKd3hu6IRbY?t=137 || Helping a Home Services Company Scale to $100M
me they call us. Got it. So that's how that's how that's how you're getting customers now and you want to switch the whole business to the membership model. Yeah because we had customers init originally calling years ago covered by insurance price insensitive clients. We could charge premium rates make our margins. Um now without being

[2:43] YouTube https://youtu.be/UKd3hu6IRbY?t=156 || Helping a Home Services Company Scale to $100M
covered they're you know price shopping a lot more of their work. our model isn't working well for that low cost. So two possible paths of solution and you know changing the entire business is typically is like to my in my opinion like the Armageddon button of like let's blow the world up like so it's like are

[3:05] YouTube https://youtu.be/UKd3hu6IRbY?t=178 || Helping a Home Services Company Scale to $100M
there other things that we could do beyond that that's not blowing the whole business up and I think the simple one is like is there just another place I need to get customers who already have full coverage now if you think that all carriers across the US are now changing all of their policies then that's a systemic

[3:21] YouTube https://youtu.be/UKd3hu6IRbY?t=194 || Helping a Home Services Company Scale to $100M
issue. So then it's like okay then maybe maybe we have a model thing or is there a way that we can test sales process so that we can just get basically if we have first contact we can just close and if we can do that then it's like okay great so we're going to do a blend of cash and insurance we kept accept cash

[3:35] YouTube https://youtu.be/UKd3hu6IRbY?t=208 || Helping a Home Services Company Scale to $100M
up front and then um and then we'll get insurance on the back so the cash covers our cost to acquire and then you know basically we make our nut on the back. the difficulty of switching to what you were considering just so that you can kind of see like, okay, this woman's really cute, she seems nice, and then

[3:49] YouTube https://youtu.be/UKd3hu6IRbY?t=222 || Helping a Home Services Company Scale to $100M
you get home and she has pictures of every guy she's ever dated on the wall and you're like, this is weird. Um, and then she like keeps little clocks of their hair and you're like, that's not what I expected. Um, so the issues with the the model that you're getting into or the considering is like if you think

[4:04] YouTube https://youtu.be/UKd3hu6IRbY?t=237 || Helping a Home Services Company Scale to $100M
that it is hard and competitive to sell when part of it is being covered, it is even more competitive when none of it is being covered. Right? And selling a one-time solution when someone is in pain is way easier than selling a recurring solution when someone's not in pain. And I have I've seen a I've seen a a

[4:24] YouTube https://youtu.be/UKd3hu6IRbY?t=257 || Helping a Home Services Company Scale to $100M
huge huge number of businesses in the home services space typically venturebacked that are trying to do this uh membership model. I've yet to see someone who has done so profitably and well. What I have seen is guys who will come in to fix the HVAC and then get people into memberships. That works especially well. And so I think the

[4:45] YouTube https://youtu.be/UKd3hu6IRbY?t=278 || Helping a Home Services Company Scale to $100M
easiest like 1.0 0 test for you would be continue to respond to the inquiries that you're getting that are emergency based but then don't let that be the only sale. So once people, you know, once you do the work or whatever, afterwards it's like, "Hey, by the way, let's get like let's make sure that this

[5:01] YouTube https://youtu.be/UKd3hu6IRbY?t=294 || Helping a Home Services Company Scale to $100M
doesn't happen to you again." And that would actually make a lot of sense. And if you can't close those people, then definitely don't switch the model. But uh I'll bet you that there is a very compelling offer that can be made on the back end of the emergency thing because the thing is it's emergency for you is

[5:15] YouTube https://youtu.be/UKd3hu6IRbY?t=308 || Helping a Home Services Company Scale to $100M
there's like levels of emergency, but if it's Vegas and your AC goes out in the summer, it's a emergency. Right. Right. And so um in terms of sellability, it actually the whole sales motion works the same way. Okay. Which we can walk you through. Cool. Thanks. Yeah, you bet. If you're a business owner and you are not growing as fast as

[5:33] YouTube https://youtu.be/UKd3hu6IRbY?t=326 || Helping a Home Services Company Scale to $100M
you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[5:48] YouTube https://youtu.be/UKd3hu6IRbY?t=341 || Helping a Home Services Company Scale to $100M
so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT,

[6:01] YouTube https://youtu.be/UKd3hu6IRbY?t=354 || Helping a Home Services Company Scale to $100M
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information. And if you want us to actually help you

[6:15] YouTube https://youtu.be/UKd3hu6IRbY?t=368 || Helping a Home Services Company Scale to $100M
deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $5.2M Service Business Scale to $20M
URL: https://youtu.be/V7M83TaBJks
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/V7M83TaBJks?t=0 || Helping a $5.2M Service Business Scale to $20M
I sell structural engineering services. So I design commercial large scale commercial real estate buildings for commercial real estate developers and architects. Do 5.2 million in revenue. Trailing 12 months closed revenue predicts next year is about 8 million. Want to do 20 million in 2027. Cool. Uh learned a lot from the team and most

[0:18] YouTube https://youtu.be/V7M83TaBJks?t=11 || Helping a $5.2M Service Business Scale to $20M
of which is my data isn't organized properly for me to understand my appropriate CAC in LTV. Yeah. But in our business high reoccurring, right? They do a lot but it's cyclical. the funding's interesting. Um, I feel like a certain amount of my marketing is just necessary to nurture my existing clients and has all these

[0:37] YouTube https://youtu.be/V7M83TaBJks?t=30 || Helping a $5.2M Service Business Scale to $20M
other So, when I go into like CAC to LTV to figure out my slot machine on where to allocate capital, that's where I get confusing. Just curious if you've had experience. Well, you would just loop all of that all that nurture into CAC. And then what about LTV for new customers? You just call that you look

[0:52] YouTube https://youtu.be/V7M83TaBJks?t=45 || Helping a $5.2M Service Business Scale to $20M
at that as your CAC versus your new LTV. So, CAC's CAC. Yep. So think about like this. So every month you spend x amount of money in general. So forget about the fact that like some of this is nurture for customers who've been here before you pay this amount of money every single month that goes into advertising and

[1:09] YouTube https://youtu.be/V7M83TaBJks?t=62 || Helping a $5.2M Service Business Scale to $20M
sales to acquire customers. So all of that blended together and if you have more lumpy revenue, which I'm guessing you do, uh you just expand the time horizon. So you look at trailing six or trailing 12 and say, "Okay, we spent just let's simple math. We spent a million dollars on marketing and sales

[1:24] YouTube https://youtu.be/V7M83TaBJks?t=77 || Helping a $5.2M Service Business Scale to $20M
this year." whatever between commissions and uh advertising. Okay. Over that year, we acquired call it 50 customers. Okay. So, our CAC is $20,000. So, the longer the time horizon is also by the way, the more accurate it tends to be. So, if you just zoom it out because like if I just say like what's your CAC

[1:43] YouTube https://youtu.be/V7M83TaBJks?t=96 || Helping a $5.2M Service Business Scale to $20M
today? It's, you know, it's kind of like that this volatility thing. It's like our CAC today is terrible and then tomorrow it's amazing, right? And so the the the the further out you blend it, the more accurate it'll be. Um but in terms of uh lifetime gross profit or LTV, um that one there's a lot of

[2:01] YouTube https://youtu.be/V7M83TaBJks?t=114 || Helping a $5.2M Service Business Scale to $20M
different ways to calculate it. I tend to calculate it in the ways that are underestimated so that I like I want to overestimate CAC and I want to underestimate LTV. And if I do that and I still have my good metrics, then I'm kind of like in safety zone on both. So like I'll do fully loaded CAC which is

[2:15] YouTube https://youtu.be/V7M83TaBJks?t=128 || Helping a $5.2M Service Business Scale to $20M
like including commissions and the software and the media spend and the nurturer and all that fully loaded and then LTV I'll say okay if I wanted to have the the lowest LTV I would just look at same thing all customers what do they spend uh historically so even if you look at all the way from it's been

[2:32] YouTube https://youtu.be/V7M83TaBJks?t=145 || Helping a $5.2M Service Business Scale to $20M
five years whatever that you've been in business what was revenue how many customers do I have and you just do total revenue over five years divided by total number of customers acquired and then you're like wait but some of these customers are only six months old it's going to underestimate But then you

[2:44] YouTube https://youtu.be/V7M83TaBJks?t=157 || Helping a $5.2M Service Business Scale to $20M
still have a that will be the most it will be the ugliest version of that number. But if that's baseline then you can only go up from there. Does that make sense? Does that helpful? Absolutely. Okay. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my

[3:02] YouTube https://youtu.be/V7M83TaBJks?t=175 || Helping a $5.2M Service Business Scale to $20M
team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it in these 10 stages and we made

[3:16] YouTube https://youtu.be/V7M83TaBJks?t=189 || Helping a $5.2M Service Business Scale to $20M
this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no

[3:29] YouTube https://youtu.be/V7M83TaBJks?t=202 || Helping a $5.2M Service Business Scale to $20M
matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconrain the business and you're trying

[3:43] YouTube https://youtu.be/V7M83TaBJks?t=216 || Helping a $5.2M Service Business Scale to $20M
to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $24M Law Firm Get to $100M
URL: https://youtu.be/W0Xw3-gAsJ8
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/W0Xw3-gAsJ8?t=0 || Helping a $24M Law Firm Get to $100M
Uh, I'm the owner of an immigration law firm. We do immigration law firm. Immigration. Yeah. Got it. US. Yes, sir. Okay. Uh, 24 million last year. Our run rate right now. 24 million last year. 24\. Yeah. Okay. And our run rate right now is 60 million. Nice. Yeah. Something happened in January. So, um, we would like

[0:22] YouTube https://youtu.be/W0Xw3-gAsJ8?t=15 || Helping a $24M Law Firm Get to $100M
It's amazing for you. Yeah. We like to be at a 100 million uh on revenue. So what is stopping me is I'm sure I I have a little bit of a shiny object before me and that is I can expand our current uh operation open more locations and why not do more but to get to the 24 and 60 we develop quite a bit of technology inside uh or

[0:50] YouTube https://youtu.be/W0Xw3-gAsJ8?t=43 || Helping a $24M Law Firm Get to $100M
processes procedures software apps all of these and it's to the point where uh from my perspective when when you're trying to develop tools for the thing and those tools are probably more valuable than the thing itself. I feel that I could profit out of that. Don't start a software company. It's too late.

[1:16] YouTube https://youtu.be/W0Xw3-gAsJ8?t=69 || Helping a $24M Law Firm Get to $100M
Way too late. So, no, I'll be clear what I mean. So, this is actually I think this is really important for a lot of people. So a lot of services over time become more technologically enabled and you do that because you want to expand your service ratio, right? You want to get you can drive more incremental margin because

[1:31] YouTube https://youtu.be/W0Xw3-gAsJ8?t=84 || Helping a $24M Law Firm Get to $100M
you can get one guy who can normally do 10 deals or 10 customers whatever to doing a hundred in the same period of time. So it dramatically improves the margin of the business. But the thing is is that the the decision to then say, you know what I could do is I could start selling this to other immigration firms. I'm telling

[1:47] YouTube https://youtu.be/W0Xw3-gAsJ8?t=100 || Helping a $24M Law Firm Get to $100M
you right now, if you have a hundred million dollars per year with probably high margins because you use technology in terms of how you're doing it, do that. The likelihood that you that you actually do like true software is such a different animal. But the thing is is that you can get almost the best of that world with tech

[2:08] YouTube https://youtu.be/W0Xw3-gAsJ8?t=121 || Helping a $24M Law Firm Get to $100M
enabled service, which is what you have. And so you have service revenue multiples, sorry, you have service eB multiples and then you have tech enabled service which sometimes can get 13, 15, 18 times bottom line. And then you have true SAS multiples which you're just not going to have anyways because you're not

[2:21] YouTube https://youtu.be/W0Xw3-gAsJ8?t=134 || Helping a $24M Law Firm Get to $100M
going to burn your business to the ground. So I just don't think it's worth pursuing. But you can get a huge amount of alpha in terms of uh enterprise value lift just from having the tools which you have. So you're doing everything the right way. Don't just try and sell it to other people. Just keep using it to

[2:34] YouTube https://youtu.be/W0Xw3-gAsJ8?t=147 || Helping a $24M Law Firm Get to $100M
maintain and multiply your your competitive advantage compared to the marketplace. This gives you a market leadership position. You drive more ebota than everyone else does. And for them to copy you, they have to copy your software. Okay. Then let me pivot. If I was let then let me pivot just for a second.

[2:50] YouTube https://youtu.be/W0Xw3-gAsJ8?t=163 || Helping a $24M Law Firm Get to $100M
Pivot. Okay. So I'm going to say not to the software thing. Sure. I'm going to go for keep building it, but for yourself. Yeah. Yeah. Now going into new areas cost me about 150,000 to open a new location, get a train is too slow. I feel like I have I can only open about two three firms in a year. Okay.

[3:11] YouTube https://youtu.be/W0Xw3-gAsJ8?t=184 || Helping a $24M Law Firm Get to $100M
To get it profitable. Sure. If I could lease my factory. In other words, I can go to other lawyers and say, "Listen, family lawyers, bankruptcy lawyers, other lawyers and say, here's how you sell this. I'll train your salespeople and feed your cases through my machine." Because what they care is about winning, right? So, if you

[3:31] YouTube https://youtu.be/W0Xw3-gAsJ8?t=204 || Helping a $24M Law Firm Get to $100M
feed it through my machine, we can we can get that. I could sort of amplify the speed on which I could on do more. Right. Yeah. So, you just told him long-term versus short-term. It's definitely new to be clear. This isn't a do more strategy. Yes. Okay. Okay. Um I was a followup, but that's that's you're like do more so that I do new so

[3:54] YouTube https://youtu.be/W0Xw3-gAsJ8?t=227 || Helping a $24M Law Firm Get to $100M
that I could do more. I was like I know what you did there. Um so so basically you want to have an affiliate model um that you want to introduce to these other other other attorneys what do you want to do with the business? You want it to 100 million. Right. Right. So how many offices do you have to open

[4:12] YouTube https://youtu.be/W0Xw3-gAsJ8?t=245 || Helping a $24M Law Firm Get to $100M
to get to 100? Probably like five more offices. Maybe four. So 24 months to go from 24 million to 100 million. Then why are we talking about anything else? Mhm. No, I'm being super real. Like, right. Like this happens honestly more times than it doesn't happen, which is, hey, I've got this thing. I am incurring this

[4:34] YouTube https://youtu.be/W0Xw3-gAsJ8?t=267 || Helping a $24M Law Firm Get to $100M
friction, right? I have this this constraint in front of me. And so, rather than deal with the constraint, I'm going to start a new business. It it's like the it's like we all do this. So, but the like what's the one thing if it were true would make all my worries go away. Well, if you got five more

[4:48] YouTube https://youtu.be/W0Xw3-gAsJ8?t=281 || Helping a $24M Law Firm Get to $100M
offices open, you'd be at 100 million. So, let's just do that. It's the thing you already know how to do. You open up five more. If it takes you two to three, I'll bet you if you just put out of your mind that you could do this other thing that if you took all of that effort and said, "How could I open five this year?"

[5:05] YouTube https://youtu.be/W0Xw3-gAsJ8?t=298 || Helping a $24M Law Firm Get to $100M
Right. Then you probably would figure it out because it's not a capital issue. 150 is nothing. No. For a new location relative to the revenue each. So each office does what? Like 15 million a year or something like that. Yeah. Right. So like let's do that. The thing is is like what you're running into is is a problem that

[5:22] YouTube https://youtu.be/W0Xw3-gAsJ8?t=315 || Helping a $24M Law Firm Get to $100M
everybody deals with, but it's just it's purely a focus issue. And this is why like the Zuckerbergs and and uh and and Jobs get on st and Basos get on stage and they talk about how like it's just ruthlessly focusing and at every level the opportunity that you have to say no to looks juicier. Yeah. Because Exactly. Because you have

[5:38] YouTube https://youtu.be/W0Xw3-gAsJ8?t=331 || Helping a $24M Law Firm Get to $100M
already this base. But if you know you can get a hundred million and there's very low likelihood that that doesn't occur and it's doing more of the thing that you already know how to do and you have market dominance compared to other people because of tech that you invested in for the love of God do it. Just do

[5:50] YouTube https://youtu.be/W0Xw3-gAsJ8?t=343 || Helping a $24M Law Firm Get to $100M
that. It's hard though because the other thing looks juicy. But I would encourage you to just open the five. Thank you. No, you bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map which is

[6:07] YouTube https://youtu.be/W0Xw3-gAsJ8?t=360 || Helping a $24M Law Firm Get to $100M
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[6:21] YouTube https://youtu.be/W0Xw3-gAsJ8?t=374 || Helping a $24M Law Firm Get to $100M
information it'll tell you where you're at and the most important part for you what to do for each of functions of the business across product marketing sales customer success recruiting IT human resources and finance. And so no matter what you're struggling with, someone else has already struggled with it and

[6:35] YouTube https://youtu.be/W0Xw3-gAsJ8?t=388 || Helping a $24M Law Firm Get to $100M
solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.comroadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will

[6:50] YouTube https://youtu.be/W0Xw3-gAsJ8?t=403 || Helping a $24M Law Firm Get to $100M
look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $580K Marketing Agency Scale
URL: https://youtu.be/WNSdEwkGL-0
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/WNSdEwkGL-0?t=0 || Helping a $580K Marketing Agency Scale
been following you for quite a while. So, thank you. Um, I sell digital marketing services and business management application to home service providers. Okay. We do 580,000 in MR. Great. Um, congrats, man. 2% monthly churn, 100% uh net retention revenue. I would like to eventually be at 100 million. No rush for that.

[0:23] YouTube https://youtu.be/WNSdEwkGL-0?t=16 || Helping a $580K Marketing Agency Scale
Biggest thing that's stopping us right now is figuring out the best way to scale. Uh my background, I come from an agency. I was a sales rep. Sure. Very high transactions. And honestly, it seems like it leads to a lot of burnout for those types of sales reps. It also seems like the goals aren't aligned. The

[0:41] YouTube https://youtu.be/WNSdEwkGL-0?t=34 || Helping a $580K Marketing Agency Scale
reps are just doing high volume. It's not what's best for the client. So, what we started at our agency is it's kind of like the insurance model. You sell a client, you work with that client for life. I think it's a lot more fulfilling. Um I'm told the best they do the delivery. No, so we have a W2R.

[1:00] YouTube https://youtu.be/WNSdEwkGL-0?t=53 || Helping a $580K Marketing Agency Scale
So they just do like they're the account rep. Yeah. Okay. Um but yeah, I'm told like the best way to scale is to differentiate that and just split sales and split account management versus the way we are doing it. Uh wanted to get your thoughts on that if that's necessary or so. Um, given the size and the stuff

[1:20] YouTube https://youtu.be/WNSdEwkGL-0?t=73 || Helping a $580K Marketing Agency Scale
that you have right now, I almost want to plead the fifth because I would need more information. If you have 2% monthly churn for agency services, that's really good and I really wouldn't want to break that. And so, we typically almost always separate customer service from sales, but I would imagine the way that you're running it

[1:40] YouTube https://youtu.be/WNSdEwkGL-0?t=93 || Helping a $580K Marketing Agency Scale
is that the guys fill up their book and then they're kind of done and then that's all they manage. Is that about right? And they sell if they need So, our top rep has been with us 4 years and he's in a total of 100,000 MR. Mhm. And we're giving him tools to, you know, SDRs so he can continue to grow.

[1:58] YouTube https://youtu.be/WNSdEwkGL-0?t=111 || Helping a $580K Marketing Agency Scale
Uhhuh. Uh we haven't seen somebody really tap out yet. So, we don't really know where he's going to stop. So, he keeps selling and he's able to keep the customers. Yeah. And his churn is staying below. And is it SEO or what are you selling? SEO and paid ads and paid. And then you have some sort of tool

[2:15] YouTube https://youtu.be/WNSdEwkGL-0?t=128 || Helping a $580K Marketing Agency Scale
uh you said apps or applications. We do have some tools to make that very efficient for the sales guys or for the home services for the customers or the sales provide the SEO services for very good costs. So you provide right so you centrally provide the SEO right and then the sales guys sell it and then

[2:36] YouTube https://youtu.be/WNSdEwkGL-0?t=149 || Helping a $580K Marketing Agency Scale
where does the application fit in the what like the business management app sure that's an optional so some so that's not key to why the churn is low no okay so it's really just that the guys so low because the guys build really good relationships with the clients yeah got it and SEO obviously works if

[2:54] YouTube https://youtu.be/WNSdEwkGL-0?t=167 || Helping a $580K Marketing Agency Scale
you guys are Yeah it's very it's 200 300 bucks a month like our Harpoo the last 6 months is 300, but historic it's 200. No, I'm from Yeah. Yeah, I get it now. Uh the price is a big part of it though, just a FYI that like that's why churn is also so low. Like 300 bucks a month is where SMBs um will typically stay. You

[3:13] YouTube https://youtu.be/WNSdEwkGL-0?t=186 || Helping a $580K Marketing Agency Scale
get up to a,000 1,200 uh you've got like another tier of turn and then above that is like the next kind of point is like 2500 to $3500 a month. Um and then after that you're not selling SMBs anymore or you're selling to bigger businesses, right? Um, so all that to say, your question is how do I scale?

[3:32] YouTube https://youtu.be/WNSdEwkGL-0?t=205 || Helping a $580K Marketing Agency Scale
Yeah. Do I want to break it out? So it's account managers and sales rep. I don't think you break the business. Yeah. I think you do more what's working. Cool. If you have 100% revenue retention annually, then add add more revenue. I guess my only question is how do we keep them from getting lazy and becoming

[3:48] YouTube https://youtu.be/WNSdEwkGL-0?t=221 || Helping a $580K Marketing Agency Scale
turning from hunters to farmers? Is that something we just accept and hire more guys or I think so. I think I mean basically there's problems on either model, right? Um but if you have 2% monthly churn in a in a business model that typically has way higher than that normally, um then you've solved something that many people

[4:06] YouTube https://youtu.be/WNSdEwkGL-0?t=239 || Helping a $580K Marketing Agency Scale
have struggled to solve. And so that means you have 50-month average LTVs, right? So you have a $15,000 LTV on the product. Um and then how many customers a month are you selling? 150\. Yeah. So are you doing outbound? Yep. Yeah. So yeah, you just got to scale it up. So, because there was a guy um I

[4:21] YouTube https://youtu.be/WNSdEwkGL-0?t=254 || Helping a $580K Marketing Agency Scale
think I told a story about this on a short, but uh a guy I know uh well through a mutual friend uh did basically this exact same model. He didn't do the fulfillment piece, but in terms of like it was 299 SEO and social media management for he just did all small businesses and they had a 38-month average LTV and what he would do is he

[4:42] YouTube https://youtu.be/WNSdEwkGL-0?t=275 || Helping a $580K Marketing Agency Scale
take the first month he'd spend that on Google ads just so they saw some quick wins and then he never spent money on it again but they decided it worked and then that's how he ran it and uh he had like a 400 person call floor and he was doing like 12 million a month and so I uh I say that to Okay. Uh, I think you

[4:59] YouTube https://youtu.be/WNSdEwkGL-0?t=292 || Helping a $580K Marketing Agency Scale
just need to do more of what's working. Cool. Yeah. And then you'll deal with the problem that you'll have some fat and lazy farmers. But like if churn's not really affected, it doesn't really affect you. It affects them. One thing we're considering is based on your total book of business. So if your

[5:14] YouTube https://youtu.be/WNSdEwkGL-0?t=307 || Helping a $580K Marketing Agency Scale
total book of business is smaller, they we have a quota for you. But once your book of business reaches a certain point, there's no longer a quota. Well, that would make fatter and lazier though, right? I mean, if you could bring in consistently $100,000, I don't care what you do. Like, you're going to have to

[5:32] YouTube https://youtu.be/WNSdEwkGL-0?t=325 || Helping a $580K Marketing Agency Scale
then you've answered it. If you don't care what they do, then who cares? Yeah. Just bring more guys in. Okay. Sweet. Thank you. Yeah, you bet. If you're a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map, which is

[5:49] YouTube https://youtu.be/WNSdEwkGL-0?t=342 || Helping a $580K Marketing Agency Scale
basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so, we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business

[6:02] YouTube https://youtu.be/WNSdEwkGL-0?t=355 || Helping a $580K Marketing Agency Scale
information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with

[6:16] YouTube https://youtu.be/WNSdEwkGL-0?t=369 || Helping a $580K Marketing Agency Scale
it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.comroadmap, plug in your business information, and if you want us to actually help you deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just

[6:29] YouTube https://youtu.be/WNSdEwkGL-0?t=382 || Helping a $580K Marketing Agency Scale
book a call with my team and we will look at the business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Hiring Trick That Filters Out 90% of Candidates
URL: https://youtu.be/WewmXRmm9q0
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, productivity

[0:00] YouTube https://youtu.be/WewmXRmm9q0?t=0 || The Hiring Trick That Filters Out 90% of Candidates
uh in the consulting world, people do cases for a reason, right? They want to hear how like, okay, if I need how many, you know, how many ping- pong balls fit on a 747, right? This is a common question they would ask in, you know, a college interview, not because they care about the answer. They care about how

[0:14] YouTube https://youtu.be/WewmXRmm9q0?t=7 || The Hiring Trick That Filters Out 90% of Candidates
you think through getting the answer because it demonstrates a level of horsepower. Um and so for us I would say a practice that acquisition.com we use is frustrated our higher level and leadership roles is we actually instead of presenting them hypothetical cases we actually present them with the real

[0:29] YouTube https://youtu.be/WewmXRmm9q0?t=22 || The Hiring Trick That Filters Out 90% of Candidates
cases. And so you know worst case we get free consulting best case we get somebody who is capable of implementing that solution that they just came up with. And so if they can use uh frameworks that I wasn't aware of experiences that I'm not aware of those things will come out in that you know complex you know uh issue that we're

[0:46] YouTube https://youtu.be/WewmXRmm9q0?t=39 || The Hiring Trick That Filters Out 90% of Candidates
dealing with. But it's also at least like way more interesting of an interview for me because now like they're solving my problem. So I'm like way more engaged. So, does that mean that like the hiring manager or maybe you would have um someone at the company has like a generic description of the company and what some of the numbers are

[1:03] YouTube https://youtu.be/WewmXRmm9q0?t=56 || The Hiring Trick That Filters Out 90% of Candidates
and maybe they're like fake numbers even and then each role will have a specific problem that you need help solving for at the company and they get like a Google doc like a two-pager in advance and it's like prepare your thoughts, send it to me in advance, I'm going to read it and then we're going to have a

[1:18] YouTube https://youtu.be/WewmXRmm9q0?t=71 || The Hiring Trick That Filters Out 90% of Candidates
discussion about it. So, I'll differentiate this by level of role and type. And so, I'm talking because right now I'm like kneede in like seale like interviews. So, that's like what I'm thinking with right now. If we're trying to hire an editor or a saleserson, those are roles that are super repeated and as

[1:34] YouTube https://youtu.be/WewmXRmm9q0?t=87 || The Hiring Trick That Filters Out 90% of Candidates
a result have incredibly structured, you know, interview processes and whatnot. And so, for those, like for a salesperson for example, it's like we're going to send a script to every candidate that we want to invite to a group interview first. And so they're going to get the script ahead of time and we want to hear them do, you know, a

[1:51] YouTube https://youtu.be/WewmXRmm9q0?t=104 || The Hiring Trick That Filters Out 90% of Candidates
one minute two-minute sound bite of the script. So if they if they didn't even take the ch the time to like go through it a few times, like they're going to sound horrible and so immediately either they they don't have the skill or they don't have the work echo. Either way, we can weed those people out and we can

[2:02] YouTube https://youtu.be/WewmXRmm9q0?t=115 || The Hiring Trick That Filters Out 90% of Candidates
tell within a couple minutes. So we don't need to waste a 30-minute call on somebody who's wants to be a salesperson. We can have 10 people on the call, one or two minutes, and we can find out if someone's got a little bit of game. From there, it's like, okay, then we'll say, "Hey, you messed this thing up. Tweak it. Try it again." When

[2:16] YouTube https://youtu.be/WewmXRmm9q0?t=129 || The Hiring Trick That Filters Out 90% of Candidates
we do that, we get to see how coachable they are, how much ego they have and how quickly they can learn intelligence. I actually read a book that you suggested. The guy who u founded HubSpot sales team wrote that book and uh I we do the same thing here and in the book he actually says that IQ uh is the is the number one. He was like

[2:36] YouTube https://youtu.be/WewmXRmm9q0?t=149 || The Hiring Trick That Filters Out 90% of Candidates
charisma is important but it's not the most important thing. It's ability to learn quickly. And I think part of that also because like they were selling to business owners and you know so do we and most most of our portfolio is B2B. And so like if if if if a saleserson is being like outgunned consistently by you

[2:52] YouTube https://youtu.be/WewmXRmm9q0?t=165 || The Hiring Trick That Filters Out 90% of Candidates
know the people that they're getting on the phone with the people on the phone feel like they're talking to somebody who's an idiot and can't actually help them solve their problem. And so yeah I think general intelligence is such an important part but like honestly it's it started there but like I kind of just

[3:04] YouTube https://youtu.be/WewmXRmm9q0?t=177 || The Hiring Trick That Filters Out 90% of Candidates
see it across the organization. Like show me exceptional organizations that employ dumber people. like it's I mean there are some but especially in the in the in the work that we that we do B2B and higher level uh you need horsepower. So in terms of intelligence like rate of learning and we can actually demonstrate

[3:21] YouTube https://youtu.be/WewmXRmm9q0?t=194 || The Hiring Trick That Filters Out 90% of Candidates
them learning uh on a small level and that works same thing with editors. We follow a very similar process. Here's some raw footage send us a clip back with your edit. We can look at just the final output and that allows us to be more objective about like some people don't present well but that doesn't mean

[3:34] YouTube https://youtu.be/WewmXRmm9q0?t=207 || The Hiring Trick That Filters Out 90% of Candidates
they're bad editors. And I think like interviewing itself is a skill just like anything else. And I don't need somebody who's great at interviewing. I need somebody who's great at editing, right? And so trying to pull that apart. And something that Leila's taught me that's been really helpful like for me lately

[3:46] YouTube https://youtu.be/WewmXRmm9q0?t=219 || The Hiring Trick That Filters Out 90% of Candidates
has been um she's like some people are incredibly smart but are not very good at communicating. And depending on the role, they might not have as much need for that level of communication. And so that's where it gets a little bit more nuanced. Real quick, if you're a business owner and you are not growing as fast as you'd

[4:01] YouTube https://youtu.be/WewmXRmm9q0?t=234 || The Hiring Trick That Filters Out 90% of Candidates
like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[4:16] YouTube https://youtu.be/WewmXRmm9q0?t=249 || The Hiring Trick That Filters Out 90% of Candidates
so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT,

[4:28] YouTube https://youtu.be/WewmXRmm9q0?t=261 || The Hiring Trick That Filters Out 90% of Candidates
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[4:42] YouTube https://youtu.be/WewmXRmm9q0?t=275 || The Hiring Trick That Filters Out 90% of Candidates
deconrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: You Don’t Need an Upsell
URL: https://youtu.be/XEzNowyM_qs
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:02] YouTube https://youtu.be/XEzNowyM_qs?t=0 || You Don’t Need an Upsell
restaurants across the country. So, they'll bring us in on their slow night of the week and we will come every week and basically fill up their bar for them. Cool. Currently at 1.1 million in revenue like bar launch. Sure, if you will. No, man. That's what I did. That's what I did for a living for two years.

[0:15] YouTube https://youtu.be/XEzNowyM_qs?t=8 || You Don’t Need an Upsell
So, currently at 1.1 million. Would like to be at 10. What's stopping me right now is capacity, but I think really I just a couple hires away from from getting that. So, my question is really more about our upsell. Uh we do have an upsell that we present to bars right now, but it kind of sucks. U and that our core offers to the trivia

[0:34] YouTube https://youtu.be/XEzNowyM_qs?t=27 || You Don’t Need an Upsell
nights themselves are LTV to CAC is about 12 to1. So I like where we are there, but our upsell I mean people turn out after like three months. You mean they do a couple trivia nights and then they dip or the bars? The the bars themselves will use it for about three months the upsell and then they'll

[0:49] YouTube https://youtu.be/XEzNowyM_qs?t=42 || You Don’t Need an Upsell
What is the upsell? The upsell is basically a different type of trivia night. It's called music mashup. It's like a music style trivia night. So my question is right now I'm trying to just improve the music mashup game to make it something better. Do I keep doing that or do I just bail? Okay, so this is this is like super

[1:09] YouTube https://youtu.be/XEzNowyM_qs?t=62 || You Don’t Need an Upsell
applicable to a lot of people here. Okay, so let's say this is a customer journey. This will be trivia. All right. So, where do you sell ideally on this on this life cycle? Where do you sell? Where do I sell? What's the best time to sell? This is our value line. At the bottom at the pain point, right?

[1:39] YouTube https://youtu.be/XEzNowyM_qs?t=92 || You Don’t Need an Upsell
Yes. Okay. So, you're delivering trivia, right? Yes. we have now provided value and we're selling here, but they're already full. So, I give the analogy of if I go to I go to y'all's restaurant, right, and I say, "Hey, I want a steak." Uh, I'm starving, right? And uh, sorry. I go to the restaurant, I say, "I'm

[2:00] YouTube https://youtu.be/XEzNowyM_qs?t=113 || You Don’t Need an Upsell
starving." You say, "Would you like a steak?" And I say, "Sure." I eat the steak. And you guys come back over and you're like, "How was it?" I'm like, "Oh my god, it was amazing." And you're like, "Awesome. Do you want another steak?" I be like, "No, no, I'm I'm good." Like, I'm good. And they're like,

[2:11] YouTube https://youtu.be/XEzNowyM_qs?t=124 || You Don’t Need an Upsell
"Oh, you don't like the steak?" I'm like, "No, I I like the steak. I'm but I'm good." It's like, well, then why don't you have another steak? You're like, ah, right? It gets really awkward, right? But that's actually kind of the situation a lot of business owners are in. And so, but after I have my steak, I

[2:25] YouTube https://youtu.be/XEzNowyM_qs?t=138 || You Don’t Need an Upsell
might have the desire to have something sweet. And so, now I'm I'm full on my value vector for steak eating, but I'm empty on my value vector for dessert eating. And so then I'd be like, "Ah, you should try our apple cobbler. It's delicious." Whatever. And so what we want to figure out is sometimes the

[2:41] YouTube https://youtu.be/XEzNowyM_qs?t=154 || You Don’t Need an Upsell
point of greatest value also on another vector becomes the point of greatest deprivation. And that's why sometimes they overlap. Often they don't. And so I think it's one of the big mistakes that people make is when they time their upsells. And so uh for I'll give you a B2B example and then I'll I'll circle

[2:58] YouTube https://youtu.be/XEzNowyM_qs?t=171 || You Don’t Need an Upsell
back to the bar. So if I help someone get more leads, right, I have now provided value. But now that I've provided this value, they're like, "Shit, now I have to work all the leads. And so then that creates the opportunity to sell the lead nurture services or the other things that they need to go with

[3:14] YouTube https://youtu.be/XEzNowyM_qs?t=187 || You Don’t Need an Upsell
this problem that I just created by solving their first problem. And so upsell timing is one of the big messups I think in a lot of businesses. Okay, back to the bars. So uh trivia nights is the the core. So what's the what stops you from just having basically just continue to do trivia trivia nights with

[3:30] YouTube https://youtu.be/XEzNowyM_qs?t=203 || You Don’t Need an Upsell
them? What do you mean? So you do a trivia night, you bring a bunch of people on Thursday. Next Thursday, I still want a bunch of people. Why don't I do trivia? Oh, that that is the business model. Everything is weekly. So, a bar will hire us and we will come in every week on that day at that time and bring back

[3:44] YouTube https://youtu.be/XEzNowyM_qs?t=217 || You Don’t Need an Upsell
that crowd. So, we develop regulars for them. Okay. And that's and that's sticky though, right? Yes. Okay. Then what's the problem with just doing more of that? That was my question is whether I should just focus on doing more of that. Yeah. Okay. Yeah. You're like, I've got this really sticky thing that we're really good at and

[3:58] YouTube https://youtu.be/XEzNowyM_qs?t=231 || You Don’t Need an Upsell
people like it. It's like do that. Okay. So, follow-up question to that would be at what point? So, let's say I just the next however many years I just keep milking the trivia nights over and over again, right? At what point do I even consider bringing on an upsell? Because right now we have no upsell.

[4:13] YouTube https://youtu.be/XEzNowyM_qs?t=246 || You Don’t Need an Upsell
I don't think you necessarily need one. Are you running good margins? Yeah, they're fine. They're 25ish%. Yeah. Uh tw 12% 25\. Oh, 25. Okay. I was like 25 is fine. Okay. Um yeah, I think you're just in a you're in a more situation. Okay. Like how just like how So how do you get bars right now? Primarily cold outbound. a lot of cold

[4:34] YouTube https://youtu.be/XEzNowyM_qs?t=267 || You Don’t Need an Upsell
email, cold call, some inbound. About 20% of new clients come via referral. Cool. So, and that's I can understand that because they're not trying to refer the bar down the street because it's like it's I get it. Um, so we had some of the issues with Jim Launch. They only refer somebody who's like out of state. That's a front

[4:49] YouTube https://youtu.be/XEzNowyM_qs?t=282 || You Don’t Need an Upsell
of theirs, right? I get it. Um, so how many outbound actions are you taking per day to generate your sales velocity? Uh, I have one sales guy full-time and he'll make about a hundred sales call cold calls per day. Yeah. So, I mean that guy should probably rip like 300, but Okay, just as a baseline. Um, but I think hiring like

[5:11] YouTube https://youtu.be/XEzNowyM_qs?t=304 || You Don’t Need an Upsell
three more guys and having all those guys do 300 a day would probably get you a bunch of sales. Um, as long because the biggest thing that I would want to solve if I'm you is how do I make sure that bars that do trivia night just keep doing trivia night with me? Yeah. If that's not a problem and they

[5:27] YouTube https://youtu.be/XEzNowyM_qs?t=320 || You Don’t Need an Upsell
are just all continually doing that, then you have solved the hardest problem in business, which is that you have revenue retention. So, we just don't need to be fancy. We just need to do a shitload more of it. Cool. Thank you. Rock and roll. If you're a business owner and you're not growing as fast as

[5:40] YouTube https://youtu.be/XEzNowyM_qs?t=333 || You Don’t Need an Upsell
you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And

[5:55] YouTube https://youtu.be/XEzNowyM_qs?t=348 || You Don’t Need an Upsell
so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of the functions of the business across product, marketing, sales, customer success, recruiting, IT,

[6:08] YouTube https://youtu.be/XEzNowyM_qs?t=361 || You Don’t Need an Upsell
human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[6:22] YouTube https://youtu.be/XEzNowyM_qs?t=375 || You Don’t Need an Upsell
deconstrain the business and you're trying to scale, we'd love to help you out on the thank you page. You can just book a call with my team and we will look into business, see if we can help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a Business Solve Delegation Issues
URL: https://youtu.be/XH68qeAK34M
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/XH68qeAK34M?t=0 || Helping a Business Solve Delegation Issues
I sell bleacher rentals to festivals and fairs. So we do around four and a half million in revenue and about a million in uh profit. Congrats. What's stopping me is having my leadership team delegate fully some of their responsibilities and I think it has to do with um creating processes that are followed by all. If we need to

[0:24] YouTube https://youtu.be/XH68qeAK34M?t=17 || Helping a Business Solve Delegation Issues
hire key people and we don't have the processes then we can't delegate properly. So, how do you train leaders? So, this this is a this is a good question that I'm going to chunk up one level because I think it'll be valuable in general. Um, which is that fundamentally when we're hiring anyone, we look for the smallest skill

[0:41] YouTube https://youtu.be/XH68qeAK34M?t=34 || Helping a Business Solve Delegation Issues
deficiency possible. Fundamentally, you've got traits as people call them and then you've got skills. Now, based on Alex's worldview, uh, this is not a thing. It's just that a trait is just a series of skills, right? And so when you hire a CFO, for example, you're going to try and hire for the smallest skilled efficiency. And so if

[1:06] YouTube https://youtu.be/XH68qeAK34M?t=59 || Helping a Business Solve Delegation Issues
the CFO is a dick, for example, but they're exceptional at all these other things, then you're like, maybe I can teach them to be kind in these ways. Now, that'd be a big that's a lot of skills to just have some like go from not kind to kind, right? A lot of subs skills underneath of that. And so if

[1:21] YouTube https://youtu.be/XH68qeAK34M?t=74 || Helping a Business Solve Delegation Issues
it's two days to train sales and two months to train kindness, take this person who's kind and then train them on sales. Later on, sometimes you have people who you're like, "Okay, this person's a little different than our vibe. They're not going to be, you know, oil and water." Um, but they have this

[1:36] YouTube https://youtu.be/XH68qeAK34M?t=89 || Helping a Business Solve Delegation Issues
massive skill set that we can use and this tiny deficiency that is around this stuff that we can be transparent with them up front that they need to fix. I've seen this happen like again and again and again where a manager or a leader talks to somebody else and says hey and then uses amorphous terminology

[1:52] YouTube https://youtu.be/XH68qeAK34M?t=105 || Helping a Business Solve Delegation Issues
that's very hard to pin down to basically say change your behavior and they're like but how and they're like change it and you're like okay I don't know what that means and so the reason I'm so obsessive about operationalizing terms like what is patience what is courage what is you know what is humility like what are these what do

[2:06] YouTube https://youtu.be/XH68qeAK34M?t=119 || Helping a Business Solve Delegation Issues
these terms actually mean in terms of behaviors like patience is figuring out something to do in the meantime like if you do figure out something to do in the meantime you're by default being patient Right? And so it's telling someone what they actually have to do, not who they have to be. Stop being lazy is very hard

[2:20] YouTube https://youtu.be/XH68qeAK34M?t=133 || Helping a Business Solve Delegation Issues
for someone to solve. It's like I keep telling her to not be lazy and she keeps being lazy. But you have to break the term down into what behaviors you describe as lazy. Cuz when you talk to, you know, your your partner or you talk to somebody else, you say, "Hey, Sarah's kind of lazy. Have you noticed that?"

[2:34] YouTube https://youtu.be/XH68qeAK34M?t=147 || Helping a Business Solve Delegation Issues
There are things that she did that you observe that you ascribe the label lazy to. And so you have to think more deeply like what did they do to deserve the title? And it might be like they don't respond quickly to Slack messages. These are things that if you said, "Hey Susan," instead of insulting her and

[2:50] YouTube https://youtu.be/XH68qeAK34M?t=163 || Helping a Business Solve Delegation Issues
saying, "Hey, you're lazy." Instead, we'd say, "Hey, you don't respond to Slack messages quickly enough. You aren't responding, you know, after hours and our hours keep going till 9:00 p.m. and you're not responding until after, you know, after 5." And so for this week, I want you to focus just on responding to Slack messages. So let's

[3:06] YouTube https://youtu.be/XH68qeAK34M?t=179 || Helping a Business Solve Delegation Issues
turn on notifications. Let's turn it on both of your phones and and turn it on your computer so that you can see it. Is there anything else that's going to get in the way of you responding quickly? Now, when we ask that question, we might find out that Sarah's overwhelmed because she's doing somebody else's job

[3:18] YouTube https://youtu.be/XH68qeAK34M?t=191 || Helping a Business Solve Delegation Issues
we laid off and we haven't backfilled. It's like, okay, well, now we have context. But until we get to there, we can't appropriately measure Sarah's inherent value or traits rather behaviors to give her a label. So, to your question, how do you train leaders? I think that attracting good leaders. So, one of it's recruiting, right? So,

[3:41] YouTube https://youtu.be/XH68qeAK34M?t=214 || Helping a Business Solve Delegation Issues
um Chick-fil-A's head of people said this. She said a lot of people are trying to fix process when they really lost the championship in the draft. And so, a lot of people are trying to to figure out what playbook they should be using with a team that's never going to win. So, the big framework that we use

[3:56] YouTube https://youtu.be/XH68qeAK34M?t=229 || Helping a Business Solve Delegation Issues
for training in general is document, demonstrate, duplicate. And so first you figure out exactly what the checklist is. And I like checklists more than quote SOPs. That's a a personal preference. And like and you want to be able to break it down into behaviors. And I think this is where a lot of training goes wrong. I think most

[4:15] YouTube https://youtu.be/XH68qeAK34M?t=248 || Helping a Business Solve Delegation Issues
companies aren't very good at training. They're just they basically hire a bunch of people, see who's got the skill, and then fire the rest. But if you do get good at training, it's like how do you train kindness? Well, you say, okay, well, people who are kind when they come on a phone, they they smile, right? and

[4:28] YouTube https://youtu.be/XH68qeAK34M?t=261 || Helping a Business Solve Delegation Issues
they nod their head when people are listening and they repeat back what someone says and they, you know, raise their voice when uh when uh they walk into a room, right? And so if you boil it down to some of the behaviors, then the onus is on us as leaders to be more specific with what we tell our subordinates to do. And I think a lot of

[4:46] YouTube https://youtu.be/XH68qeAK34M?t=279 || Helping a Business Solve Delegation Issues
times if you're struggling to train some of these key traits with leaders, it's because you're not being specific enough about what you want them to change. And so it's like you're just not getting it. It's like, well, no one can do anything with that. And so it's like you have to and this is where the work comes in from

[4:59] YouTube https://youtu.be/XH68qeAK34M?t=292 || Helping a Business Solve Delegation Issues
the top down. We're like, okay, when you do this, and so the easiest way to bucket this, that's a P. There we go. Is Sarah, I need you to stop doing this. I need you to start doing this and I need you to keep doing this. And so just being more granular about what behavior you want them to stop or what behavior they're

[5:24] YouTube https://youtu.be/XH68qeAK34M?t=317 || Helping a Business Solve Delegation Issues
not doing that they need to begin or a combination. And so um giving someone the feedback of I need you to do this instead of this has been some of the most effective way that I've been able to change people's behavior. And it's about around the specificity. And so if your leaders aren't doing what you want

[5:37] YouTube https://youtu.be/XH68qeAK34M?t=330 || Helping a Business Solve Delegation Issues
them to do, document, demonstrate, duplicate. This is the step process. Let me show you how I do it. Now you do it in front of me. And this is what we're going to have you stop doing. You're going to now do this instead and keep doing the other stuff. That's good. So,
