VIDEO
TITLE: Helping a Brick and Mortar Business Scale
URL: https://youtu.be/X_EDIO-6iO0
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, hiring

[0:00] YouTube https://youtu.be/X_EDIO-6iO0?t=0 || Helping a Brick and Mortar Business Scale
You used to run gyms. I run a music school. Cool. And um pardon? Works the same way. I feel in some ways exactly. Yes. So I yesterday we learned about five mil eida. That means you get a five times um multiplier. Blew my mind. I cannot fathom how I could get a music school to get to those numbers. Not

[0:25] YouTube https://youtu.be/X_EDIO-6iO0?t=18 || Helping a Brick and Mortar Business Scale
saying it's impossible, but I don't know what the strategy is. I'm aware that my current model, yes, my current model is good. It can be better which we will continue to work on. And I am also aware that jumping from one location to the next location is the hardest jump. Once you know that, then we can replicate the rest. So my

[0:48] YouTube https://youtu.be/X_EDIO-6iO0?t=41 || Helping a Brick and Mortar Business Scale
question to you is, what do I mentally need to be prepared for for my first jump so that the multiple jumps afterwards are successful? So this I'll give you the litmus text that we have for gym launch. So you guys should remember this which is number one the location has to operate on its own without you for six months. That means

[1:12] YouTube https://youtu.be/X_EDIO-6iO0?t=65 || Helping a Brick and Mortar Business Scale
not that you're not in the facility which is what people mistakenly think that it operates without them. That just means you're not doing anything but you're absolutely running the facility. You're just not teaching music lessons. Big difference. So it needs to run without you. as in you have a manager

[1:27] YouTube https://youtu.be/X_EDIO-6iO0?t=80 || Helping a Brick and Mortar Business Scale
and you say, "Here's the deal." You get 10%. And this is my phone and this doesn't ring. That's the trade. Make sense? So, let's role play. Uh, pipe breaks. What do you do? And they're going to be like, "Call you." And you're like, "Go. What are you gonna do? Go to the playbook." Like, because what I'm going to do is

[1:46] YouTube https://youtu.be/X_EDIO-6iO0?t=99 || Helping a Brick and Mortar Business Scale
I'm going to pick up the phone. I'll say, "What do you think I would do?" I'm going to call a plumber. Great. Call a plumber. Right? And so I had um I'll tell you a fun story that you can tell the staff that you're going to hire. Um my godfather uh manages a gazillion dollars and uh he uh has this rule like if I if

[2:03] YouTube https://youtu.be/X_EDIO-6iO0?t=116 || Helping a Brick and Mortar Business Scale
I ever call he immediately asks is it an emergency? And if I say no he's like then why are you calling? And if I say yes then he's like then call 911. And so it has to be it has to be kind of the same setup there, right? Yeah. So number one is it has to run without you. truly without you as in you're not

[2:21] YouTube https://youtu.be/X_EDIO-6iO0?t=134 || Helping a Brick and Mortar Business Scale
making decisions, problems are not escalating to you, you just own it and you get a check. That's number one. Number two is that during that six-mon duration, it has to at least maintain or grow in profitability during that six months. If you can do both of those things, then it's just a question of what's what how

[2:38] YouTube https://youtu.be/X_EDIO-6iO0?t=151 || Helping a Brick and Mortar Business Scale
much cash flow do I need to open up my next facility? And that becomes your c your timeline for opening up. That's it. I mean, the first one's harder than you think. Okay. I think I can I can just go on holidays for six months, right? Yeah. It's a great test. I would start with like a month. Yeah. One week. Two weeks.

[2:57] YouTube https://youtu.be/X_EDIO-6iO0?t=170 || Helping a Brick and Mortar Business Scale
You're just see you later. No, I Yes. It really is that much. And just having the the the thing is the first location has has your thumbrint on it, right? And so there's a lot of special things that you did there. Everybody knows who you are. Um, and so you have to try and replicate that to a really great degree with the

[3:15] YouTube https://youtu.be/X_EDIO-6iO0?t=188 || Helping a Brick and Mortar Business Scale
next location. But the next location, if you really want to do it, you want to open up with you not even being on the floor to begin with again. And so that's where like at the original location, that's why we have to maintain or grow in profitability over that six-month period because it demonstrates that the

[3:29] YouTube https://youtu.be/X_EDIO-6iO0?t=202 || Helping a Brick and Mortar Business Scale
that the machine that you have built um is a good fundamental unit. The last part, the third one, um, is a banger grand opening strategy. Every single privately owned four-wall kind of service-based business that I'm aware of, like I was referencing earlier, um, has a killer grand opening strategy. Like they have to know like if you look

[3:55] YouTube https://youtu.be/X_EDIO-6iO0?t=228 || Helping a Brick and Mortar Business Scale
at I mean you look at anything Crispy Cream you look at Chick-fil-A you look at Orange Theory it doesn't matter what you look at like if they're if they're a thousand location chain they have how you open dialed down to like this is what we do at 120 this is what we do at 90 this is 60 this is 30 this is how

[4:11] YouTube https://youtu.be/X_EDIO-6iO0?t=244 || Helping a Brick and Mortar Business Scale
much we're going to spend we don't open until we hit this number like everything is dialed in and so I would recommend figuring out how to get to at least 50% capacity of the facility before you open so you'd want to have a grand opening strategy. And if you're like, well, how do I do that because I can't do that at

[4:25] YouTube https://youtu.be/X_EDIO-6iO0?t=258 || Helping a Brick and Mortar Business Scale
my existing facility? There are a couple things you can do. So, one is, do you run ads or how do you get customers now? All word of mouth. I only just started doing ads and I realized it works. No way. It's crazy. Um, no. So, launched a new program to try and maximize my space. Um, and it's blown up. We created a weight list. Then

[4:45] YouTube https://youtu.be/X_EDIO-6iO0?t=278 || Helping a Brick and Mortar Business Scale
we started it early and now it's opening and operating on its own, which is great. So, I've learned that it exists. One of the challenges is do you leverage your current location and open somewhere that's kind of close so that or you go into a complete different No, I'd want to I wouldn't want to cannibalize my existing location.

[5:05] YouTube https://youtu.be/X_EDIO-6iO0?t=298 || Helping a Brick and Mortar Business Scale
Yeah. No, like you'd want to open across town. Okay. So that it's just it's a different market. Now you probably have call it four subzip codes within your larger city that you could open up in. And so the the highest return test that you can run who hears brick and mortar, okay, please pay attention to this is rather

[5:23] YouTube https://youtu.be/X_EDIO-6iO0?t=316 || Helping a Brick and Mortar Business Scale
than like sign the lease, do the buildout, and then run your first ad and then be like, "Oh this market blows." Run the ad first. See what the lead cost is in four different areas. It's like it cost you a thousand bucks in each market to test to test your ad. See see how they do. Like take your highest performing ad now, run in each

[5:40] YouTube https://youtu.be/X_EDIO-6iO0?t=333 || Helping a Brick and Mortar Business Scale
of those three markets. Look at the average lead cost. It's very common to see like a 5x difference even within the same city. And so like if you can cut CAC by 80% in one place, that will be the largest discrepancy that you can even have. And that's why market selection for brick and mortar is so important. And so to

[5:58] YouTube https://youtu.be/X_EDIO-6iO0?t=351 || Helping a Brick and Mortar Business Scale
recap this, you have your six months, you have your I don't remember my second one. Uh you have uh you have a grand opening strategy. That's banger. Um and then you'll want to have some sort of incentive plan for your manager. uh who can get again 10 or 20% of the profit of the facility and would that be more beneficial than

[6:17] YouTube https://youtu.be/X_EDIO-6iO0?t=370 || Helping a Brick and Mortar Business Scale
going franchising because after three you could potentially franchise because ideally you're more than one would the 10% be smarter franchising is a totally different business different monster most of the time I unwind franchises when I come across them because most people franchise for the wrong reason they

[6:38] YouTube https://youtu.be/X_EDIO-6iO0?t=391 || Helping a Brick and Mortar Business Scale
franchise because they have some sort of ego thing or some arbitrary like I want to be a franchiseor. Um but if you actually do the math on a franchise so when we did so we we we acquired um a franchise recently uh well recently a year ago that uh they had 14 corporate locations 18 uh franchises and so when I

[6:58] YouTube https://youtu.be/X_EDIO-6iO0?t=411 || Helping a Brick and Mortar Business Scale
looked at the economics of the business and this is what I did prior to the purchase I said listen when I buy my plan is to never open another franchise and they were like oh that's that wasn't our plan. And I was like, "Okay, well, we want this exit, right?" And they were like, "Yeah." Like, "Okay, let's do the

[7:12] YouTube https://youtu.be/X_EDIO-6iO0?t=425 || Helping a Brick and Mortar Business Scale
math at how many franchise locations need to be open for us to get that exit." And it was like 400 locations. And I was like, "Okay, now how many do we need to own private or corporate in order to get that same exit?" And it was like 67. I was like, "Which feels harder to you?" And they're like, "Man, the 400." And I

[7:31] YouTube https://youtu.be/X_EDIO-6iO0?t=444 || Helping a Brick and Mortar Business Scale
was like, "Right. So, let's stop doing that." And so, over the next 12 months, I bought all the franchises out. And so then we're at 32 locations corporate. So we're halfway there and we'll just buy we'll open up the other 32 or whatever 35. Excellent. Thank you very much. Just do the math. Great. Thanks.

[7:46] YouTube https://youtu.be/X_EDIO-6iO0?t=459 || Helping a Brick and Mortar Business Scale
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

[8:00] YouTube https://youtu.be/X_EDIO-6iO0?t=473 || Helping a Brick and Mortar Business Scale
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 business across product,

[8:14] YouTube https://youtu.be/X_EDIO-6iO0?t=487 || Helping a Brick and Mortar Business Scale
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, plug in your business information, and

[8:28] YouTube https://youtu.be/X_EDIO-6iO0?t=501 || Helping a Brick and Mortar Business 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 $400K Event Business Get to $1M
URL: https://youtu.be/XdeEygNS-no
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/XdeEygNS-no?t=0 || Helping a $400K Event Business Get to $1M
We do balloon and flower decorations. Balloon and flower. Okay. Yeah. Uh to people who want to throw a party. Can you go in here? Yeah. Just so they can hear. Okay. Uh our revenue is 400k and uh we would like for 2025 to be to a million. Okay. Well, um what's stopping me? Uh we went through like a strategy to go from

[0:23] YouTube https://youtu.be/XdeEygNS-no?t=16 || Helping a $400K Event Business Get to $1M
small events to bigger events because we wanted to do a higher ticket client. So what we were doing is overd delivering. Sure. Making it bigger than they already paid for. So the next one is going to see what we already did and make it even bigger and bigger. That's how we we went here. Right. So what is your advice? Is this

[0:44] YouTube https://youtu.be/XdeEygNS-no?t=37 || Helping a $400K Event Business Get to $1M
something that we need to continue doing or because we are in that position that our events are pretty big now but I feel like we don't have the good amount of percentage of closing deals with okay high ticket clients. So interest. Okay. So how different is the deliverable in terms of your operational

[1:09] YouTube https://youtu.be/XdeEygNS-no?t=62 || Helping a $400K Event Business Get to $1M
strain for small, middle, big events? Like is it is it because so it gets it's it's important to zero in on an avatar if the operations or the delivery is materially different because then basically it's like you have two different businesses and you don't want that. But if if if let's say I let's say

[1:31] YouTube https://youtu.be/XdeEygNS-no?t=84 || Helping a $400K Event Business Get to $1M
I have a painting business, whatever, uh and me painting something this big or this big is more or less still me with a brush and paint and it just takes me less time to do this than it takes me to do this, then I'm way more flexible on having a product that can serve a smaller avatar that there might be a lot

[1:48] YouTube https://youtu.be/XdeEygNS-no?t=101 || Helping a $400K Event Business Get to $1M
of volume with. Exactly. And so that's the question to you. Is it materially different? Is it very different to have big people versus small people? Um, little people. It um it it is different. Okay. Like there there's a significant difference. Okay. But we're still going to use kind of the same time to do the same thing. Like if

[2:10] YouTube https://youtu.be/XdeEygNS-no?t=123 || Helping a $400K Event Business Get to $1M
I'm going to an event to do an event and it's small, I'm still going to use kind of the same time that I would use for the Oh, but you don't make the same margins. Yeah. Okay. Yeah. If it cost you the same and you just have to charge less, I'm not a fan. Um, so it said differently. If you could have only the bigger events, would you

[2:33] YouTube https://youtu.be/XdeEygNS-no?t=146 || Helping a $400K Event Business Get to $1M
just do that? I would. So then you have a lead genen issue. So you have to be able to get the type of customers that you want from marketing and advertising. That's the issue. So it's so this is actually this is great because this is a common thing where it's like, should I change my business model because I only have this many of this

[2:51] YouTube https://youtu.be/XdeEygNS-no?t=164 || Helping a $400K Event Business Get to $1M
person? Well, unless the marketplace like given your revenue now if you were at like call it 30 million a year or 80 million 100 million a year I'd be like you might have a material you you might have a huge chunk of the market and so at that point it's like it's a strategic move of like okay we're going to we're

[3:04] YouTube https://youtu.be/XdeEygNS-no?t=177 || Helping a $400K Event Business Get to $1M
going to try and capture this other market too and we have a way of going after these small minnows with a much leaner process that we can get down to just as good of margins as our big one because we've gotten really efficient so that we can serve those people faster doesn't take our time blah blah blah

[3:18] YouTube https://youtu.be/XdeEygNS-no?t=191 || Helping a $400K Event Business Get to $1M
blah right that would make sense but given the fact that you're at 400 a year. We just need to get more customers that are the right fit. Exactly. So, yeah, that's that's what I'd be focused on. And so, let's click one more. So, how are you getting your customers right now? So, everything is through referrals and

[3:33] YouTube https://youtu.be/XdeEygNS-no?t=206 || Helping a $400K Event Business Get to $1M
paid ads on Instagram. Okay. What percentage is paid ads? Uh I'm sorry. What percentage of the business is paid ads? Um it's around I think it's around 80%. Okay. So, yeah. So, majority ads. Okay. Fine. Yeah, it's most mostly ads. Okay. So, what stops you from spending more money on ads? Well, let's do that.

[3:55] YouTube https://youtu.be/XdeEygNS-no?t=228 || Helping a $400K Event Business Get to $1M
Yeah, let's do that. Forget the forget the the small fries. If you can just spend more and you still have good LTV to CAC. So, how much it cost you to get a customer versus how much you make. If that's still good, it's it's good right now. It's like 581. Yeah, let's spend more. Like, this is great. You're selling air and plastic. I

[4:13] YouTube https://youtu.be/XdeEygNS-no?t=246 || Helping a $400K Event Business Get to $1M
love it. Like, you know, you know, and little kids. Uh, so no, you have a So, it's great. I think you just need you need a gaset. You need to just push down. Yeah. Thank you. No, you're great. Yeah. Yeah. Absolutely. Congratulations. Thank you. If you're a business owner and you are not growing as fast as you'd like, I'd

[4:31] YouTube https://youtu.be/XdeEygNS-no?t=264 || Helping a $400K Event Business Get to $1M
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 so we

[4:46] YouTube https://youtu.be/XdeEygNS-no?t=279 || Helping a $400K Event Business 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,

[4:58] YouTube https://youtu.be/XdeEygNS-no?t=291 || Helping a $400K Event Business 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. free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you

[5:12] YouTube https://youtu.be/XdeEygNS-no?t=305 || Helping a $400K Event Business 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 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 Real Estate Developer Doing $2.1M/Year Get to $30M
URL: https://youtu.be/XfS41XCAw1Q
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/XfS41XCAw1Q?t=0 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
I convert motel, hotels to apartments, extended stays. Cool. Crosses as some states. Um on track for 14 million revenue this year, small 2.1 net um real estate high opex. Sure. Um would like to be at around a 30 million. Do you have LPs or you fund it all? Yeah, we have a regggd 506 fund. Okay. We partnered with a keyman who is now

[0:25] YouTube https://youtu.be/XfS41XCAw1Q?t=18 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
kind of keyman risk. Good friend of mine, Richard Wilson of Family Office Club. Okay. Um, what I want to do next is create a hotel brand. Okay. Specifically on the adaptive reuse side. Because you have all these empty, garbage, crappy hotels, motel. Yeah. And they don't want to pay the pips that Marriott, Hyatt, Rison want them to pay.

[0:47] YouTube https://youtu.be/XfS41XCAw1Q?t=40 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
So, I can come in and say, "Look, I'll take over." Yeah. I'll take care of all your operations. Don't worry. I figured all that out. I'm on my teenth property. Sure. um here's what I just need you to do. The issue with that is I'm battling a lot of other buyers and it's hard to get in. It's hard to be the first guy that

[1:08] YouTube https://youtu.be/XfS41XCAw1Q?t=61 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
sees the deal, right? Um the gatekeeper of these properties are brokers, agents. So, that's what's stopping me. I I believe I know what I need to do, but I I I need a little bit more validation, get over my analysis paralysis, but I believe I need to be that thought leader in this space. Okay? And if I my thought is if I am the

[1:27] YouTube https://youtu.be/XfS41XCAw1Q?t=80 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
thought leader in this space they'll kind of come to me. You know before the key man was raising all the capital. Well now I'm raising all the capital. Okay. When you say they'll come to me who uh those who have hotels motel that want to convert them into apartments where I can buy. So not the investor side but the

[1:44] YouTube https://youtu.be/XfS41XCAw1Q?t=97 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
actual Yeah. I need pipeline. Correct. I need I need a pipeline. Okay. Um pipeline problems all day long for me. Okay. So, I I feel if I have a channel or some sort of content distribution and it's a blue ocean strategy. In fact, there's only one other guy in here that's actually doing something similar

[2:02] YouTube https://youtu.be/XfS41XCAw1Q?t=115 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
to me. I don't know where he's at, but I just spoke to him. There he is. Anyways, you're on his podcast. So, um that's what I believe and I kind of want that validation. Well, I'll I'll zoom out for a second before giving the immediate like cool, which is the problem that we're solving is just deal flow.

[2:19] YouTube https://youtu.be/XfS41XCAw1Q?t=132 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
Yeah. Right. Right. And so kind of like I was saying earlier like thought leadership is a path. It doesn't have to be the path. If it's the path that you want, cool. But when I think about this, I think about um basically what is the the highest reward, lowest risk way of accomplishing whatever the problem is,

[2:34] YouTube https://youtu.be/XfS41XCAw1Q?t=147 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
right? Um and so for you, if or if I'm picking for anybody, it's like what is your existing skill set and what has the highest overlap with that skill set so that I have the highest likelihood it's going to work. So if you were like, you know what, I've done face to face forever. That's why it's like, oh, you

[2:49] YouTube https://youtu.be/XfS41XCAw1Q?t=162 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
know what? Let's let's let's do the the conference strategy as as a as a good as a good strategy for the fundraising. If you're like, I understand media, I like social media, I want this like deep inside my heart, then I'd be like, well, I'm not going to stop anyways. You're going to do that anyways. Uh, so go do

[3:03] YouTube https://youtu.be/XfS41XCAw1Q?t=176 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
the quote thought leadership and make content. Um, if you had a if you know, if Ashley was here and she was like, you know what, we're gonna I know how to run ads for you. Then like if that was your background, they'd be like, well, let's just run the paid side. So, like you could absolutely run an ad that just

[3:16] YouTube https://youtu.be/XfS41XCAw1Q?t=189 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
says, "Hey, if you're a motel owner and you're looking to sell, um, I'd love to talk to you." And you can just generate leads that way. It works fine. Like I was looking at I wanted to do um a deal in the payment processing space like a year and plus ago. Maybe some of you guys saw this, but like uh I ran ads

[3:30] YouTube https://youtu.be/XfS41XCAw1Q?t=203 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
just for like, "Hey, payment processor is doing between 30 and 300 million a year. Like, hit me up if you're like interested or whatever." And I think we got 13 qualified companies for $6,000 in spend like on the phone, which is absurd, right? If you think about it from a deal flow perspective. And so I

[3:46] YouTube https://youtu.be/XfS41XCAw1Q?t=219 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
only say that um this is going to be worth explaining. So let's let's not use a red mountain. That's a little bit bloody. Let's go blue mountain here. All right. Blue ocean, blue mountain. There we go. All right. So, we have our, you know, big prize and let's assume that it's money for the sake of this conversation. Um,

[4:10] YouTube https://youtu.be/XfS41XCAw1Q?t=243 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
there's going to be, you know, this way and then there's going to be this way and then there's going to be this way. All of them get up the mountain. And so, I think where the quote analysis paralysis kicks in is that you're like, which one is best? And I call it the fallacy of the perfect pick is that you

[4:31] YouTube https://youtu.be/XfS41XCAw1Q?t=264 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
think that there's a perfect pick and there just isn't one. There's trade-offs on all of them. like you're going to be and the where you get in trouble is where you well the there's two big places you get in trouble. One is here at the base of the mountain trying to figure out which one to do and then you spend a year there

[4:45] YouTube https://youtu.be/XfS41XCAw1Q?t=278 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
when a year on any of them on the low side you could have been here on a year here versus a year here. You could have been up the mountain further than you are here just because you waited. And the thing is is that the longer you wait at some point you would have literally got to the top of the mountain on any of

[4:57] YouTube https://youtu.be/XfS41XCAw1Q?t=290 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
them but the waiting was the cost. The second part where you get in trouble is here or here where you're like, you know what, this other path, you know, kind of looks a little bit different than this one and it looks like that one also goes up the mountain and that one looks less steep. So then you go over here, but

[5:12] YouTube https://youtu.be/XfS41XCAw1Q?t=305 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
you're like, this one's less steep, but it's slower. Or you're on the other one that's slower and you're like, but this one's more steep. And then you get there, you're like, this is way steeper. And so there's always trade-offs that happen in any of these paths. But if you want to be, you know, a thought leader, um, just just

[5:26] YouTube https://youtu.be/XfS41XCAw1Q?t=319 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
recognize that it's going to take time. Like I would say give yourself 18 months before you determine whether or not this was a good idea and you have to commit to that. Like when I started YouTube, the vendor that I had um he made a video about it. Um the first call I had, I said, "I'll do this for 10 years and if after 10 years

[5:47] YouTube https://youtu.be/XfS41XCAw1Q?t=340 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
it's not working, I'll stop." And he was like, "In my entire history, I have never heard anyone say that." He's like, "It's all like, how do I get leads in 90 days?" And so the fact that you're in a business that is capital aggregation and your and your bill like you probably do have a longer time horizon anyways just

[5:59] YouTube https://youtu.be/XfS41XCAw1Q?t=352 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
go on the nature of the business. Um but I would encourage you to if you are going to do the quote thought leadership thing stick to what you know don't try and be the next Gary Vee or the next me or the next whatever because like you're not going to beat me at being me but you will beat me at being you. And so I

[6:15] YouTube https://youtu.be/XfS41XCAw1Q?t=368 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
would just like only talk about the things that you have the track record for and that will that will necessarily narrow the content that you talk about. But the thing is is that social media, you probably heard this has shifted to probably interest based media now with interest graphs with the algorithm. And

[6:29] YouTube https://youtu.be/XfS41XCAw1Q?t=382 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
so if you want those types of leads, you have to make that type of content. And the thing is is the algorithms are getting so good. Like my if you look at my discover page, it's just metal fabricators and um I was going to say gym equipment, so it's gym equipment too. Uh and comedy. Those are like that's what I

[6:46] YouTube https://youtu.be/XfS41XCAw1Q?t=399 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
consume. I consume gym gym equipment, and I consume comedy. That's that's my whole thing. And the thing is is that metal fabricators are notoriously bad advertisers. And so on my discover page are like 13 like videos of metal fab guys being like, "Look at this cable accessory I just welded." I'm like, "This is cool." It gets served to

[7:03] YouTube https://youtu.be/XfS41XCAw1Q?t=416 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
me because I'm that audience. And I'm a I'm a great lead to have uh for that stuff. But like just don't be afraid if you see you have like a hundred views. I see tons of videos have 100 views, 200 views, 500 views, and I'm exactly who they want watching. And so if that guy, that metal fab shop guy was like, "You know what? you know,

[7:19] YouTube https://youtu.be/XfS41XCAw1Q?t=432 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
six things about marriage. I'm like, I don't care. Like, why do I care? Why am I listening to this guy, right? I I just want to buy metal metal stuff. So, just show me the metal stuff. Um, and so I would just say like if you are going to do the motel thought leadership stuff, stick to that. Awesome. Thank you.

[7:33] YouTube https://youtu.be/XfS41XCAw1Q?t=446 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
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 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

[7:48] YouTube https://youtu.be/XfS41XCAw1Q?t=461 || Helping a Real Estate Developer Doing $2.1M/Year Get 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 functions of the

[8:00] YouTube https://youtu.be/XfS41XCAw1Q?t=473 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
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,

[8:14] YouTube https://youtu.be/XfS41XCAw1Q?t=487 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
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 the business, see if we can help, and if we can, we'll invite you

[8:28] YouTube https://youtu.be/XfS41XCAw1Q?t=501 || Helping a Real Estate Developer Doing $2.1M/Year Get to $30M
out to Vegas and we'll do this in person live.


VIDEO
TITLE: The Biggest Business Opportunity of 2026
URL: https://youtu.be/XuKGoz1kj3M
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, niche, pricing

[0:00] YouTube https://youtu.be/XuKGoz1kj3M?t=0 || The Biggest Business Opportunity of 2026
How much would you price an MR web design business and do you think it's still viable in 2026? Yes, I 100% think it's viable in 2026. I look, okay, I'm going to say this for everybody because I get these questions all the time. The opportunity of 2026 is taking what was formerly a very high operational

[0:20] YouTube https://youtu.be/XuKGoz1kj3M?t=13 || The Biggest Business Opportunity of 2026
complexity, high headcount, high coordination business and doing it with sub agents and agents throughout the business. And so for example, heavy people businesses like legal, heavy people businesses like accounting, heavy people businesses like marketing agencies and SEO. These are all businesses that have virtually limitless

[0:39] YouTube https://youtu.be/XuKGoz1kj3M?t=32 || The Biggest Business Opportunity of 2026
demand. Every business wants more businesses. Every business has to do taxes. Every business has to do legal right? You every business has to do these things. And so you know you already have product market fit. The issue is the operational complexity of scale. And so since you know getting customers is not hard if you say, "Hey,

[0:55] YouTube https://youtu.be/XuKGoz1kj3M?t=48 || The Biggest Business Opportunity of 2026
I can help you get more customers." It's not difficult. The issue is delivering on that once you saturate your existing capacity. And so you have to think no longer and this is the transition of 2026 is no longer a rolesbased expansion. You have to switch it to a workflow-based expansion. Meaning instead of having an organizational

[1:13] YouTube https://youtu.be/XuKGoz1kj3M?t=66 || The Biggest Business Opportunity of 2026
structure is there a camera that's on for above me? Yeah. Okay. So instead of having an organizational structure that looks like this where you have you know people that report to people that report to people. For sure, there's going to be components of that for the near-term, but the long term is that each of these people

[1:29] YouTube https://youtu.be/XuKGoz1kj3M?t=82 || The Biggest Business Opportunity of 2026
actually do these activities. And these activities, when you stack them together, become one very long workflow that turns attention into money. That's the inputs and outputs of the equation. And so all of these little dots you need to reorganize. that each of these are agents and sub aents that are trained on

[1:54] YouTube https://youtu.be/XuKGoz1kj3M?t=107 || The Biggest Business Opportunity of 2026
how to do specific workflows. So, for example, this what we're recording right now, we already have a mega prompt and multiple sub aents who can clip these clips in real time. So, rather than me needing an extra 10 people to manage the shorts that come from this, the the mids that come from this for the highlight

[2:10] YouTube https://youtu.be/XuKGoz1kj3M?t=123 || The Biggest Business Opportunity of 2026
channel, the stories that the the team will take, all of that stuff is now being automatically done. All right. And so the last thing that's happening now is that we've got one guy who reviews all the clips where the AI listens to what's the hook, what are the interesting moments, what are the kind of the payoffs of the clip, and it's

[2:26] YouTube https://youtu.be/XuKGoz1kj3M?t=139 || The Biggest Business Opportunity of 2026
collapsing them into multiple clips. So if I have a 7minute clip with somebody, it's going to say hook one, and this is V1 of the clip, hook two, second version of the clip, hook three. And we can take all of those and run them as trial reels or on YouTube shorts. We can take the best performers, and then we can put

[2:41] YouTube https://youtu.be/XuKGoz1kj3M?t=154 || The Biggest Business Opportunity of 2026
them on Instagram or whatever. But all of that is happening. And then the only thing that the the the editor has to do is just like make sure that it sounds right. The captions all make sense. And for me, I already know that it's on brand because I'm talking about businessto business owners. So I know

[2:54] YouTube https://youtu.be/XuKGoz1kj3M?t=167 || The Biggest Business Opportunity of 2026
it's already good. And so that's that is the process. And in the old way of thinking, we' be like, "Oh, we're going to have to stand up a whole department in order to handle her hotline." But in the way of the future, what we're talking about here is we have to think in workflows. Okay. So does that make

[3:07] YouTube https://youtu.be/XuKGoz1kj3M?t=180 || The Biggest Business Opportunity of 2026
sense? 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

[3:22] YouTube https://youtu.be/XuKGoz1kj3M?t=195 || The Biggest Business Opportunity of 2026
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, what to do for each of the functions of

[3:35] YouTube https://youtu.be/XuKGoz1kj3M?t=208 || The Biggest Business Opportunity of 2026
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,

[3:48] YouTube https://youtu.be/XuKGoz1kj3M?t=221 || The Biggest Business Opportunity of 2026
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

[4:03] YouTube https://youtu.be/XuKGoz1kj3M?t=236 || The Biggest Business Opportunity of 2026
and we'll do this in person live.


VIDEO
TITLE: Helping a Real Estate Broker Get to $50M
URL: https://youtu.be/Ygiy3R_mL24
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/Ygiy3R_mL24?t=0 || Helping a Real Estate Broker Get to $50M
I sell myself to apartment owners to hire me to sell their properties. Okay. I'm an apartment broker. Um, we do $250,000 in revenue. Only Taylor. Yeah. Yeah. Uh, I would like to be I added a zero. I said five in the practice. I'm going to say 50 million in revenue, right? Uh, this is what's stopping me. So, I've

[0:21] YouTube https://youtu.be/Ygiy3R_mL24?t=14 || Helping a Real Estate Broker Get to $50M
heard a ton of different opinions on my business model and how to improve it, pivot, focus points, all that stuff. I still don't feel like tomorrow morning at 6 a.m. when I get in the office. Yeah. That I know what the highest leverage action I'm going to be doing and the clarity on what I need to do to improve

[0:38] YouTube https://youtu.be/Ygiy3R_mL24?t=31 || Helping a Real Estate Broker Get to $50M
my business. Okay. I don't know. I I have no context. I know that you sell apartments. Yeah. Okay. What context can I help provide? So, what's stopping you? more people hire me to sell their buildings at a realistic price point. So, demand. Yeah. Okay. How do you get customers? Right now, it's through cold calling.

[1:02] YouTube https://youtu.be/Ygiy3R_mL24?t=55 || Helping a Real Estate Broker Get to $50M
Okay. What stops you from doing more? Training, hiring, and probably training, hiring, and data. Okay. So, what stops you from getting those people? I have to do everything to keep the business going currently. Uh while also then focusing on hiring those people, which in my experience, the typical model is

[1:32] YouTube https://youtu.be/Ygiy3R_mL24?t=85 || Helping a Real Estate Broker Get to $50M
they bring a junior agent in, they become your your junior. Yeah. And 90% of them burn out within a year. Okay. So, there's a big turnover. It's a big time commitment for me, which takes away from the the main business of me keeping the lights on. And if you don't do it though, you stay the same size.

[1:49] YouTube https://youtu.be/Ygiy3R_mL24?t=102 || Helping a Real Estate Broker Get to $50M
The problem I had is I was doing two million in revenue and uh in 2022 and like nothing's really changed. Yeah. And so I'm a little bit lost in terms of why. Well, the market was a little better then. No, no, it was a lot lot better. Okay. Well, that that would kind of explain something, right? Yeah.

[2:12] YouTube https://youtu.be/Ygiy3R_mL24?t=125 || Helping a Real Estate Broker Get to $50M
So, you do have an idea why. Yeah. I don't want to blame the I can't control that though. So it's like that's fair. I respect that. But I mean like the doingness sometimes you have to do twice the effort to get the same outcome. I've I've trust me I've been uh Yeah. I think it's a I feel like I feel like stupid if that makes sense.

[2:32] YouTube https://youtu.be/Ygiy3R_mL24?t=145 || Helping a Real Estate Broker Get to $50M
Sure. You know. Yeah. But the thing is is you said you've like we just walk through this pretty quickly, right? And it's like okay so I need to do this thing that's very clear that I need to grow my business but I have this other stuff that I'm doing. One of those things is more important than the other.

[2:49] YouTube https://youtu.be/Ygiy3R_mL24?t=162 || Helping a Real Estate Broker Get to $50M
And also there's short-term long-term which is that am I willing to train a new salesperson um take my time to do so so that I don't have to sell myself in the period that I train the salesperson my revenue would hypothetically dip during that period. But I'm making the investment that I would not have to do

[3:04] YouTube https://youtu.be/Ygiy3R_mL24?t=177 || Helping a Real Estate Broker Get to $50M
that long term so that I could get that time back. And you trade 40 for two, right? 40 hours of sales for two hours of management. And you keep making that trade over and over again until you're in 40 hours of management and no doing. And then you say, "Okay, can I get somebody else and trade my 40 hours of

[3:15] YouTube https://youtu.be/Ygiy3R_mL24?t=188 || Helping a Real Estate Broker Get to $50M
management to somebody else's two hours?" And you just keep making that trade. But right now, you're you're in what we call the swamp, which is 1 to 3 million. Um, and uh you guys want to know why monetarily it's the hardest part. So if let's say you got you're doing we'll we'll use your math. So 2 million bucks

[3:35] YouTube https://youtu.be/Ygiy3R_mL24?t=208 || Helping a Real Estate Broker Get to $50M
a year, right? Or what are you actually doing now? What was it? 250\. Okay. Oh, 250. Yeah. So, that's less than $2 million a year. Okay. Yeah. Um, well, we're going to continue with this example for the moment because that's what I just started with. But, um, let's say that you're running, you know,

[3:51] YouTube https://youtu.be/Ygiy3R_mL24?t=224 || Helping a Real Estate Broker Get to $50M
25% margins on this, right? So, you got $500,000 left over, you know, in profit. Now, not necessarily cash flow, so call it. You might want to keep 100 in the business, whatever. So, you might need a really good person to help you kind of get past this level. And so the problem is that you have to make this bet where

[4:08] YouTube https://youtu.be/Ygiy3R_mL24?t=241 || Helping a Real Estate Broker Get to $50M
you're like, "Okay, well, you know, 250 that's there is, you know, my income and then the other 250 is call it the business's profit, right? So, I'm going to basically bet 100% of this profit that this person that I'm going to hire to help me is going to be good. That's why it's the swamp because you

[4:25] YouTube https://youtu.be/Ygiy3R_mL24?t=258 || Helping a Real Estate Broker Get to $50M
have two options and they both suck. One is that you just somehow work more than you currently are or work on things that matter more or you find somebody else who can help you and you basically bet all your profit on it. That's why it's so tough. Now you're doing 250 which sounds like you've got stuff between your ears more than

[4:41] YouTube https://youtu.be/Ygiy3R_mL24?t=274 || Helping a Real Estate Broker Get to $50M
something in the market. Yeah, I already up and hired someone and uh lost a bunch of money. I have a negative CAC if that's possible. So um 6 a.m. focus on hiring people is what you're saying. Instead of hiring people, hire somebody who's a stud that you feel like you would you have to get them. Does that include poaching people?

[5:04] YouTube https://youtu.be/Ygiy3R_mL24?t=297 || Helping a Real Estate Broker Get to $50M
Yes. Yeah. Why why run the risk? I guess it's what's the benefit of going and working with me instead of doing your own thing? Because killers typically like it's a very independent business. You can do real estate brokerage. I mean, there's a gazillion brokers who have many agents underneath of them.

[5:28] YouTube https://youtu.be/Ygiy3R_mL24?t=321 || Helping a Real Estate Broker Get to $50M
I think you need to sell you on this. Like, you can't sell them because you don't believe it's a good idea. So, that's not surprising. You're like, I'm having trouble getting people to do something that I don't ethically feel good about doing. Okay. Well, yeah, that makes sense. But think about think about it from them. They get

[5:48] YouTube https://youtu.be/Ygiy3R_mL24?t=341 || Helping a Real Estate Broker Get to $50M
to learn from you, which is beneficial. You probably have some lead flow that they don't have. They probably get some brand, right, that they don't have. Um, and you probably have some systems and backend that have already been built out that they wouldn't have to build that they don't know how to build. It's like

[6:01] YouTube https://youtu.be/Ygiy3R_mL24?t=354 || Helping a Real Estate Broker Get to $50M
those are material benefits. Mhm. Cool. Okay. So, basically everything that you're spending your time on, you should just look at how much am I making from this activity and then how many hours would it take me to get this thing? and you just peel off the two or three or four hours a day that you're spending

[6:18] YouTube https://youtu.be/Ygiy3R_mL24?t=371 || Helping a Real Estate Broker Get to $50M
doing something that's not the thing that's gonna grow the business and do that. Yeah. Cool. Thank you, man. 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

[6:34] YouTube https://youtu.be/Ygiy3R_mL24?t=387 || Helping a Real Estate Broker Get to $50M
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

[6:49] YouTube https://youtu.be/Ygiy3R_mL24?t=402 || Helping a Real Estate Broker Get to $50M
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 solved it. And so I'd like to

[7:03] YouTube https://youtu.be/Ygiy3R_mL24?t=416 || Helping a Real Estate Broker Get to $50M
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

[7:17] YouTube https://youtu.be/Ygiy3R_mL24?t=430 || Helping a Real Estate Broker Get to $50M
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 Pick the Right Acquisition Channel for Your Business
URL: https://youtu.be/Ys1tToy2PA0
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/Ys1tToy2PA0?t=0 || How to Pick the Right Acquisition Channel for Your Business
If you were to focus on one channel, sure in order to lower CAC and which channel would that be and how would you go about learning that process as fast as possible? Too vague. Okay. Currently, I purchase leads from a third party lead provider. Okay. That's my main acquisition channel. Okay. And so I want to move away from them and

[0:22] YouTube https://youtu.be/Ys1tToy2PA0?t=15 || How to Pick the Right Acquisition Channel for Your Business
master Facebook or pay something like that. Residential solar customers. Residential. Oh shoot. I mean there's so many ways. I mean that's like I just want to pick one direction. I want to get a like I mean you can obviously in that space like there's door knockers which you know there's huge people who do that. Um

[0:42] YouTube https://youtu.be/Ys1tToy2PA0?t=35 || How to Pick the Right Acquisition Channel for Your Business
you you can do you know you could do PPC if you want to do that. Um I prefer interruption based advertising in general to PPC. The pros would you do meta then? So meta, YouTube, Tik Tok whatever the I'll just give you the quick pros and cons. And so PPC, the the pros of PPC are that you don't have to have very

[0:59] YouTube https://youtu.be/Ys1tToy2PA0?t=52 || How to Pick the Right Acquisition Channel for Your Business
much creative. Once you get uh a high converting ad that works on search, then you just let it run because it can be the same ad because you have new eyeballs based on intent that search every single month for whatever that solution is. But you compete against every other person who's also, you know, paying for

[1:14] YouTube https://youtu.be/Ys1tToy2PA0?t=67 || How to Pick the Right Acquisition Channel for Your Business
those terms. So it really comes, it comes down to an LTV battle of who can spend more, right, to to to own those terms. So that's thing one. Um, on the interruption side, the benefit uh is that typically they're it's interruption. They didn't get on the internet looking for solar, but they had your ad was compelling enough. And so

[1:32] YouTube https://youtu.be/Ys1tToy2PA0?t=85 || How to Pick the Right Acquisition Channel for Your Business
they're you're typically selling in a vacuum, right? And so you have fewer people that are competing for that, you know, specific lead. Um, and you can get them for cheaper. The downside is that you have to recycle creative and make new creative on a very regular basis. And depending on the size of the market,

[1:44] YouTube https://youtu.be/Ys1tToy2PA0?t=97 || How to Pick the Right Acquisition Channel for Your Business
like if you're in a local market, you have to make new creative every three weeks. If you're national, you can get away with sometimes, you know, every every six weeks, sometimes every eight. And so, uh, those are kind of like the the pros and cons. Both work. And at scale, you probably would use both, but

[1:57] YouTube https://youtu.be/Ys1tToy2PA0?t=110 || How to Pick the Right Acquisition Channel for Your Business
if you're like, okay, what do I start with? I typically reverse this to your skill set, which is which of these things do you have the smallest skill deficiency in? And then I would just do that. But like outbound works, you know, PPC and and and Facebook ads or YouTube ads, like pre-roll, those both work.

[2:14] YouTube https://youtu.be/Ys1tToy2PA0?t=127 || How to Pick the Right Acquisition Channel for Your Business
there are different types of audiences that you're going after. They're both paid ads. Um, content probably wouldn't be the strategy that I would use. I think having a little bit in there just to look like you have a pulse uh helps conversion overall through the funnel. And so, by the way, for anybody who

[2:27] YouTube https://youtu.be/Ys1tToy2PA0?t=140 || How to Pick the Right Acquisition Channel for Your Business
doesn't make content, like just post once a week on the one or two platforms that you advertise on, just it will it will make you more money. You won't be able to directly tie it, but people tend to consume some stuff a little bit before they make a purchase. So, if I have a strategic advantage in my LTV is

[2:43] YouTube https://youtu.be/Ys1tToy2PA0?t=156 || How to Pick the Right Acquisition Channel for Your Business
higher than my competitors, then you would probably lean into PPC. Is that what I'm hearing? Yeah. If you really can outspend everyone, then that's that'll be the simplest because then all you have to do is just look at the keywords. And there's tons of tools online that just like you can look at your competitor's

[2:55] YouTube https://youtu.be/Ys1tToy2PA0?t=168 || How to Pick the Right Acquisition Channel for Your Business
keywords, you can find their ads, and then you can model the ads. Okay. 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 scaling road map, which is basically 200 hours of us looking over all the

[3:11] YouTube https://youtu.be/Ys1tToy2PA0?t=184 || How to Pick the Right Acquisition Channel for Your 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

[3:24] YouTube https://youtu.be/Ys1tToy2PA0?t=197 || How to Pick the Right Acquisition Channel for Your Business
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

[3:39] YouTube https://youtu.be/Ys1tToy2PA0?t=212 || How to Pick the Right Acquisition Channel for Your 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 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

[3:54] YouTube https://youtu.be/Ys1tToy2PA0?t=227 || How to Pick the Right Acquisition Channel for Your Business
help. And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a B2B SaaS Scale
URL: https://youtu.be/Zm3azSPPnvU
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/Zm3azSPPnvU?t=0 || Helping a B2B SaaS Scale
I sell student housing software to universities or at least I try. Um uh my small part of our business did 1.6 million last year or a little less uh trying to get to 2.7 this year. Amazing. Uh so I've got a very specific challenge which is a recruitment challenge of a saleserson where my gut and my head is

[0:20] YouTube https://youtu.be/Zm3azSPPnvU?t=13 || Helping a B2B SaaS Scale
fighting uh with each other every day. Your what to your head is firing. My gut Oh, your gut to your head are fighting. I'm from Got it. England. Um You don't say. Yeah. Um, any questions about that? I'll tell you later. Um, so what it need So, we're entering a new geography, right? Eight months ago,

[0:41] YouTube https://youtu.be/Zm3azSPPnvU?t=34 || Helping a B2B SaaS Scale
there were no universities in the United States buying student housing software from us at all. All right. Um, and so to disrupt this marketplace that has an incumbent that's kind of got it sewn up, uh, for the sake of argument, um, I need salespeople. Uh, and for me, every fiber of my being believes I need a proper new business

[1:01] YouTube https://youtu.be/Zm3azSPPnvU?t=54 || Helping a B2B SaaS Scale
hunter. Someone's going to get out, bang down doors, ask questions, not make statements, fire in the belly hunter. And I've just recruited one of those. Okay, I've got another guy in front of me that is an opportunity for me. And I'm wondering if I don't give him the job if I'm getting in the way of

[1:17] YouTube https://youtu.be/Zm3azSPPnvU?t=70 || Helping a B2B SaaS Scale
what is actually the right decision for the business. So, this guy's been in the industry that we're in for 25 years. Uh, a huge gap in our business in North America. we don't understand the US marketplace. Um we're just having we're having a go and he does. Um and he's got a demonstrable track record of selling student housing

[1:35] YouTube https://youtu.be/Zm3azSPPnvU?t=88 || Helping a B2B SaaS Scale
software in the US. Um but he's not a hunter. He's a farmer. He's probably not going to go out and bang down doors. He's he's got a strong worth work ethic. I've no doubt of that. But the opportunities will need to come to him. He's also a teller and not a seller, which makes me die inside. Um, so my question is what's best for the

[1:55] YouTube https://youtu.be/Zm3azSPPnvU?t=108 || Helping a B2B SaaS Scale
business? Do I get a raw saleserson and I still have a huge gaping hole in our knowledge and understanding of our marketplace or do I get this person that can sell and you only have the money to hire one? No, I've already got one and this will be the second. So, we're budgeted for two. So, do I bring this guy on? Um, or

[2:13] YouTube https://youtu.be/Zm3azSPPnvU?t=126 || Helping a B2B SaaS Scale
do I, you know, go with my gut, get a hunter, but then still have that gap of knowledge that would benefit Do you feel like you like desperately need this guy? uh desperately need this guy or need a salesperson. This guy. Um I I don't This is the pain of feeling. This is literally the example I just given. Like

[2:29] YouTube https://youtu.be/Zm3azSPPnvU?t=142 || Helping a B2B SaaS Scale
pain of I really need a salesperson versus I have to have this guy. No, I don't feel like I desperately need the guy. No. Okay. I do need the knowledge and understanding that's in the business, which is quite a unique thing to acquire in He sounds unimpressive though. Well, by by what I believe a new

[2:50] YouTube https://youtu.be/Zm3azSPPnvU?t=163 || Helping a B2B SaaS Scale
business hunter to be, sure, I'm not impressed. But he has got the data of where he's been successful in our marketplace before. Um, so yeah, it's tough one. Well, I mean, there's also there's there's different ways you can structure this. Like you could just say, "Hey, would you like to consult for us?"

[3:07] YouTube https://youtu.be/Zm3azSPPnvU?t=180 || Helping a B2B SaaS Scale
That's an option. Currently works for a competitor. Okay. So, is he going to bring over some of those accounts? Um, so he has a black book. I don't really care though. Okay. Isn't that like the major advantage of him? Um, I mean that genuinely. No, no, that that arguably is an advantage to him. There's a number of

[3:29] YouTube https://youtu.be/Zm3azSPPnvU?t=202 || Helping a B2B SaaS Scale
reasons for that. The software he sells is probably 10% of well 20% of what we sell our software for. So slightly different segment of the audience. I think that's a short termist mindset um is to bring someone for that particular reason. And I've got a team of A players to protect. And I think one of the

[3:45] YouTube https://youtu.be/Zm3azSPPnvU?t=218 || Helping a B2B SaaS Scale
reasons A players leave business is because I have to put a C player. So is he a C player? And I back. He's a C player. You're like I'm not saying I'm not saying that he is. That's what I'm trying to determine in my mind is is I mean if you're not even thinking he's an A player, I'm already like kind of

[3:59] YouTube https://youtu.be/Zm3azSPPnvU?t=232 || Helping a B2B SaaS Scale
he's not what I deem as a new business hunter. But does that matter? But is that his job? Um his job is to make sales. Yeah. New new sales. new business sales, right? So, I mean, like, so this this is actually this is interesting because sometimes you'll you'll find somebody you're like, man, this person's great,

[4:18] YouTube https://youtu.be/Zm3azSPPnvU?t=251 || Helping a B2B SaaS Scale
but that's not really the opening I have right now. Um, and then you have to make the call of like, do I want to basically just bring someone on because I think they're great and they'll like we'll be able to find a way for them to provide value or do I have them like do I try and find somebody who fits the role?

[4:30] YouTube https://youtu.be/Zm3azSPPnvU?t=263 || Helping a B2B SaaS Scale
I think he'll make sales. I just think to create the opportunity in the first place, he'll make sales. Will you lose money on him? No. Okay. Will he cost you in culture? Maybe. Okay. Well, then no. Like we could have just started with that one. Well, like sales team culture is what manages performance.

[4:53] YouTube https://youtu.be/Zm3azSPPnvU?t=286 || Helping a B2B SaaS Scale
Like it is the spoken and unspoken rules that govern behavior. Like that's what I define culture as. And so if somebody comes in and has is allowed to do many things that I don't want any of my existing people to do, I then reset the culture to say that this not like this guy's older and experienced. He is what

[5:08] YouTube https://youtu.be/Zm3azSPPnvU?t=301 || Helping a B2B SaaS Scale
success looks like. And now all of you everything that you've been doing that I want you to do, you should stop doing that because I clearly don't care. Yeah. So yeah, sometime like the thing is is you had me at like I don't really want him like then just find another one. Yeah, that's my gut. But well then trust your gut.

[5:24] YouTube https://youtu.be/Zm3azSPPnvU?t=317 || Helping a B2B SaaS Scale
Okay. Like the thing is is like it's a it's a rush issue. It's like if you wait, it's kind of like uh like realtors wait longer to sell their homes on average and sell them for like 10% more than you know people who when realtors represent themselves, right? They sell for a little bit more. They wait a little bit longer when they put

[5:42] YouTube https://youtu.be/Zm3azSPPnvU?t=335 || Helping a B2B SaaS Scale
their house on the market. And so it's kind of reverse for us when it when talent comes in, which is that like we're in this immediate pain. We talk to three people and then we marry one of them, which is also how the vast majority of people date. And so anyways, um like there's a huge advantage to to

[6:00] YouTube https://youtu.be/Zm3azSPPnvU?t=353 || Helping a B2B SaaS Scale
having to to to to going on more dates, right? It's like how many people did you interview for this extra salesperson? Um I've probably seen for this particular role maybe 20 so far. Yeah. You probably just need to talk to more people. and you talked them like to give you context like for us we will

[6:18] YouTube https://youtu.be/Zm3azSPPnvU?t=371 || Helping a B2B SaaS Scale
it'll probably for if we want to fill one role that's solid we'll work from like between 500 and a thousand resumes to get one yeah oh rum is tons more than that right no I'm just so just in terms of like okay 500 to resumes then translate into call it I mean Frank will be able to give you the metrics better than I can u

[6:37] YouTube https://youtu.be/Zm3azSPPnvU?t=390 || Helping a B2B SaaS Scale
but a lot of conversations that then lead to like three qualified candidates and then we'll pick one and the idea like the objective for the recruiting team is I want I tell them I need you to give me a very hard decision. I was like if it's an obvious decision, it means that you didn't bring enough

[6:50] YouTube https://youtu.be/Zm3azSPPnvU?t=403 || Helping a B2B SaaS Scale
good talent. Yeah. So yeah, I mean I we're just get the right fit. Yeah. Like you're going to keep ping ponging on this. You just need to decide. Yeah. And I think that you will decide really easily if you just keep dating. All right. Because as soon as you find that other person, you'll be like, "Oh my god,

[7:05] YouTube https://youtu.be/Zm3azSPPnvU?t=418 || Helping a B2B SaaS Scale
thank god I went with this guy." I tell my wife I need to keep dating. Thanks very much. He's from the UK. You can ask question. Thank you. Yeah, 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

[7:22] YouTube https://youtu.be/Zm3azSPPnvU?t=435 || Helping a B2B SaaS Scale
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 where if you put in your business

[7:36] YouTube https://youtu.be/Zm3azSPPnvU?t=449 || Helping a B2B SaaS Scale
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

[7:50] YouTube https://youtu.be/Zm3azSPPnvU?t=463 || Helping a B2B SaaS Scale
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

[8:03] YouTube https://youtu.be/Zm3azSPPnvU?t=476 || Helping a B2B SaaS Scale
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: He’s Doing $3.4M But Wants Out of the Stress
URL: https://youtu.be/ZyVeRn2cLHI
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, offers, niche

[0:00] YouTube https://youtu.be/ZyVeRn2cLHI?t=0 || He’s Doing $3.4M But Wants Out of the Stress
Adam Jacobs, you've been on you've been uh always a bridesmaid, never a bride, right? You've always been on the on the on the list, but never made it. Am I correct? That's that's correct. I saw your com your comment in the group. I made sure that you uh that you got in. Okay. Revenue, business, and problem.

[0:17] YouTube https://youtu.be/ZyVeRn2cLHI?t=10 || He’s Doing $3.4M But Wants Out of the Stress
Also, it sounds like you've got like something in the background. Oh, dude, just mute mute us in the background. Okay, just mute me. So, um I own Talent Agency Group. So we own um we accounting for actors and models photo studio doing 3.4 million in revenue. Oh photo studio. So turn me down in the background. Mute me

[0:42] YouTube https://youtu.be/ZyVeRn2cLHI?t=35 || He’s Doing $3.4M But Wants Out of the Stress
in the background. I can hear myself. Okay. So uh we're talent. Yep. Switch I've switched you up. Now we've got like acting modeling agencies and now we have a photography a chain of photography studios as well. So okay as well. Okay. modeling agency and photographer studios. Okay, got it. We're doing 3.4 4 million in revenue and

[1:06] YouTube https://youtu.be/ZyVeRn2cLHI?t=59 || He’s Doing $3.4M But Wants Out of the Stress
would like to get to six at a much higher margin and less and significantly less uh stress or less challenge I guess the best way to describe it and that's the problem is that you want less stress uh just in the sense of so the talent agencies are very very difficult in the sense of we it's hard to commoditize

[1:28] YouTube https://youtu.be/ZyVeRn2cLHI?t=81 || He’s Doing $3.4M But Wants Out of the Stress
them so we basically we we started by selling um preparation because we get 5,000 applications to the agencies a year. So you don't know, you know, we basically started to try and productize many of those leads um because you can't guarantee the outcome. So a you're like if you're ugly, you're ugly.

[1:49] YouTube https://youtu.be/ZyVeRn2cLHI?t=102 || He’s Doing $3.4M But Wants Out of the Stress
There's nothing I can do, right? Yeah. Exactly. So if they don't book work, they get very, you know, they get aggressive regularly. So we tried the photo business was founded to essentially try and sell all the leads we don't want something else and also try and monetize it on the front end. Uhhuh. Okay. And the problem is

[2:14] YouTube https://youtu.be/ZyVeRn2cLHI?t=127 || He’s Doing $3.4M But Wants Out of the Stress
so the problem is that uh as we've been sort of setting that up um we sort of set sort of stopped selling sort of preparation so that preparation packages via the agency um and it proven to be quite quite you know difficult to sort of make make the pivot over to just the photos and extensive to the agency. Um proving

[2:37] YouTube https://youtu.be/ZyVeRn2cLHI?t=150 || He’s Doing $3.4M But Wants Out of the Stress
to be very very challenging. So the Okay, so you have a modeling agency. Can you give me a split of the revenue between the modeling agency and the photo studio? Uh the photos business is about uh just a little over $1 million. Okay. And the rest and 2.4 is through the agency. Okay. Got it. Okay. So

[3:00] YouTube https://youtu.be/ZyVeRn2cLHI?t=173 || He’s Doing $3.4M But Wants Out of the Stress
with with a big chunk of that being like actual workshops preparation as opposed we only get a commission of 20% on booked work. So we don't factor that total the total volume of cash into revenue. And most of that 2.4 is prep work, not percentage. Correct. Yeah. Okay. Got it. Um Okay. So then and then you just randomly started a photo

[3:25] YouTube https://youtu.be/ZyVeRn2cLHI?t=198 || He’s Doing $3.4M But Wants Out of the Stress
studio, right? Correct. Got it. If the photo studio disappeared, would your life be easier? If the agency disappeared, my life would be easier. All right. Interesting. What are the margins between these two businesses? The photo studio has has much healthier margins. Well, tell me what what is it? Uh

[3:49] YouTube https://youtu.be/ZyVeRn2cLHI?t=222 || He’s Doing $3.4M But Wants Out of the Stress
the gross gross profits about 60% on the photo business. Uh the agency pack. No, but I don't care about growth. What's net What's net margin on photo? Net net margin on photos at 25 to 30%. Depending on Okay. So you're making whatever 250 grand here, right? Yeah. Okay. And what are you making on the

[4:14] YouTube https://youtu.be/ZyVeRn2cLHI?t=247 || He’s Doing $3.4M But Wants Out of the Stress
2.4? On 2.4 about another about the same another 250. Okay. Got it. So it's half the margin. Okay. So I guess so the question I have is like what what part of the modeling agency business do you not like? the uh the fact that you can't control the outcomes for for the talent. Um and then and also just the very difficult

[4:42] YouTube https://youtu.be/ZyVeRn2cLHI?t=275 || He’s Doing $3.4M But Wants Out of the Stress
nature of you know high high churn of your talent if you're not if they're not succeeding. Well, dude, it's just because you're you're ticking the bottom. That's the issue. Tick ticking the bottom. No, you're taking the bottom. You're you're bottom feeding right now. So, you're making more money. Yeah.

[5:01] YouTube https://youtu.be/ZyVeRn2cLHI?t=294 || He’s Doing $3.4M But Wants Out of the Stress
Right. And so like there's nothing wrong with agencies. There's gigantic multi-billion dollar agencies. There's nothing wrong with the model. The issue is the avatar. Yeah. Right. So I'm guessing that you're running ads to get these modeling people. No, mostly organic. Uh so people just heard of you and then

[5:21] YouTube https://youtu.be/ZyVeRn2cLHI?t=314 || He’s Doing $3.4M But Wants Out of the Stress
they just Organic as in like they just come through for like Instagram and stuff. Uh Instagram and uh Google like SEO, something like that. Okay. Um, got it. And so you want to get to 6 million. Honestly, we got to pick one of these businesses. Just we got to do one of them. Yeah. Like you're CEO of both, right?

[5:47] YouTube https://youtu.be/ZyVeRn2cLHI?t=340 || He’s Doing $3.4M But Wants Out of the Stress
Yeah. Yeah. Well, um, yeah. Yeah. Yeah. Okay. How would you get customers in your photo studio if you did photo studio We do a lot of giveaway. Um, like we do a lot of a lot of giveaways in the mailing. Yeah. Model call, giveaway, classic. Yeah. Okay. Yeah. So, yeah. I mean, that's that's one business. The modeling agency scales a

[6:10] YouTube https://youtu.be/ZyVeRn2cLHI?t=363 || He’s Doing $3.4M But Wants Out of the Stress
little better because you don't have to open up brick-and-mortar stores all the time. Yeah, that's true. That's true. Yeah. So, which one do you want to do? You just got to pick one, man. Like, if I said, so if your modeling agent disappeared, would you be happier and you'd be able to grow? Would you be able

[6:27] YouTube https://youtu.be/ZyVeRn2cLHI?t=380 || He’s Doing $3.4M But Wants Out of the Stress
to double the photography studio? Yes. How long have you had the photography studio? Uh 14 months. Yeah, it is a little new. Uh you said how many locations? Uh two. Okay. Um honestly, you just have you just have to make that call. Like I like if if I get you to do one thing from today is that you pick one.

[6:55] YouTube https://youtu.be/ZyVeRn2cLHI?t=408 || He’s Doing $3.4M But Wants Out of the Stress
Yeah. Yeah, like Zuckerberg didn't have an Airbnb. You know what I mean? Yeah, that's true. The main the main advice being just pick one and go go ham on that because if you had half your time back, would the problems that you're dealing with either of these businesses be solvable? Yeah. Right. You only have enough time to

[7:20] YouTube https://youtu.be/ZyVeRn2cLHI?t=433 || He’s Doing $3.4M But Wants Out of the Stress
maintain them, not grow them? That's Yeah, that's very accurate. Right. And when you talk when we talk about switching costs, it's like there's talk there's cost switching, like task switching, and then there's like business switching. So, you have to like completely switch context. You're like, "Right, I'm talking about people showing

[7:35] YouTube https://youtu.be/ZyVeRn2cLHI?t=448 || He’s Doing $3.4M But Wants Out of the Stress
up for photography shoots, upselling into portraits and packages." And then you're like, "Wait a second, models. I've got to go outbound to get a brand deal for soand so, right?" Yes. It's just two completely different businesses. So, both of them make the same profit. Um, I would say that modeling agency scales easier, but you

[7:53] YouTube https://youtu.be/ZyVeRn2cLHI?t=466 || He’s Doing $3.4M But Wants Out of the Stress
sound like you hate that. Uh, and so pick whichever one you want, get all the time back and go all in on that and then just push all the way to the strike before. Sure. In the in the in the in between. But like the I'm telling you what the difficulty with the studio is going to be as you know is finding talent at each

[8:15] YouTube https://youtu.be/ZyVeRn2cLHI?t=488 || He’s Doing $3.4M But Wants Out of the Stress
of the locations be tough. You're also going to deal with ad fatigue because it's a local market and if it's all ads driven it's very little recurring revenue you can get some seasonal if you do families are you doing what kind of shoots are you doing? Uh we do model we do model model shoes. What do you know? Right.

[8:32] YouTube https://youtu.be/ZyVeRn2cLHI?t=505 || He’s Doing $3.4M But Wants Out of the Stress
Right. So I guess you can get up you know they'll probably get updates every year or two. Maybe you would know that better than me. So I think if you if you just say if you position it as models get updated pictures at once a year. That might be a great way to get them into an annual subscription. That's

[8:47] YouTube https://youtu.be/ZyVeRn2cLHI?t=520 || He’s Doing $3.4M But Wants Out of the Stress
probably the angle that I would go with on the photo studio to make it a little bit more recurring. Okay. But just pick one, man. I I there's nothing I can tell you in this call that's going to matter except for that. Okay, that's good. That's good advice. All right, that's all you got to do is just pick and then you got to commit,

[9:08] YouTube https://youtu.be/ZyVeRn2cLHI?t=541 || He’s Doing $3.4M But Wants Out of the Stress
man. And not not have this happen again. That means you stay the pack. You you pick and then you commit. Stick with it. Thank you. Appreciate you, man. Congratul Hey, listen, man. You're obviously good at doing stuff. You're making millions of dollars a year. We just got to focus it. Thank you so much for that. It's good.

[9:26] YouTube https://youtu.be/ZyVeRn2cLHI?t=559 || He’s Doing $3.4M But Wants Out of the Stress
There's a good coin. Thank you. You bet, brother. Talk to you. Bye, Toodles. Cheers. Cheers. All right. I'm 49. I'm trying to build a real estate wholesaling business. You should start. All right. I need a Hey, Alex. My name is Angelo. I sell personal training to people um aged 45 plus. Okay, right now I'm at 300k revenue and I

[10:00] YouTube https://youtu.be/ZyVeRn2cLHI?t=593 || He’s Doing $3.4M But Wants Out of the Stress
would like to be at 1 million. Um, the thing that's stopping me is that right now I have three locations. I grow way too fast. So, one location is filled with like 180 members paying on average 80 per person. um one location is at like 46 people uh also paying the same and another location is at 105 people also paying the same.

[10:25] YouTube https://youtu.be/ZyVeRn2cLHI?t=618 || He’s Doing $3.4M But Wants Out of the Stress
So that's the situation we're currently in. Um that's you're making 300,000 between three locations. Yeah. Combined. Jeez. Who's doing the PT? Yeah, I know. So, uh one on two um people come one time per week, 20 minutes. normal clothes, they don't sweat. Um, we're a personal trainer. We train like six people per 1 hour. So,

[10:51] YouTube https://youtu.be/ZyVeRn2cLHI?t=644 || He’s Doing $3.4M But Wants Out of the Stress
um, every 20 minutes, two new people. It's high intensity. 45 plus, 55 until 65 is, um, 80% of my clientele. And it's 80 bucks for the 20 minutes like um excluded 9% VAT. So, uh, on average 80. Yeah. Okay. And that's per 20 minutes. um per month per month. So they get four 20-minute sessions for 80 bucks.

[11:18] YouTube https://youtu.be/ZyVeRn2cLHI?t=671 || He’s Doing $3.4M But Wants Out of the Stress
Exactly. Yeah. Um margins could be 80% if if um we are doing like uh if we're utilizing 85% of the sessions, which is the case uh in one of the three locations. But the reason why I grew so fast to three locations, I acquired one last year for 15K, so basically nothing and I set up another one. It's brand

[11:41] YouTube https://youtu.be/ZyVeRn2cLHI?t=694 || He’s Doing $3.4M But Wants Out of the Stress
new. Okay. So, if you get these ones to full capacity, do you get to a million? Um, not sure. Um, well, what does a fully What's a filled facility make? No. Um, I I I was I was thinking to grow each facility to 300 people. Okay. Um, so 900 in total. Uh, yeah. Okay. Got it. So, what's the issue right now? I'm not getting enough leads.

[12:17] YouTube https://youtu.be/ZyVeRn2cLHI?t=730 || He’s Doing $3.4M But Wants Out of the Stress
I'm a little bit cash constraint as well. So, I was doing like uh a lot of outreaches on WhatsApp, old members, old leads. Yeah. Got me some new clients, old clients back. But, um how do you get customers now? I'm sorry. How do you get customers now? Um yeah, right now. right now at the moment. Yeah, just with one reach out

[12:42] YouTube https://youtu.be/ZyVeRn2cLHI?t=755 || He’s Doing $3.4M But Wants Out of the Stress
using the AI. Well, good on good on good on my AI, but um you need a more scalable way of getting customers right now. Uh not that that's not scalable. I mean, how many how many new customers can you get per day? Yeah, if I'm doing the sales, I could do maybe Yeah, 10. But I also have a team. You can get 10 customers a day via

[13:07] YouTube https://youtu.be/ZyVeRn2cLHI?t=780 || He’s Doing $3.4M But Wants Out of the Stress
outreach. Yeah. Okay. Um Well, then shoot. That's 300. 10 a day, 30 days, 300. You need to get 300 each. That's That's a lot. That's too much. But I also got a lot of clients using Facebook ads. But right now, um yeah, because cash constraint, um I didn't had uh Well, are you actually cash constraint

[13:30] YouTube https://youtu.be/ZyVeRn2cLHI?t=803 || He’s Doing $3.4M But Wants Out of the Stress
or is the offer that you're What's the offer that you're advertising? So, um, right now, yeah, the offer we are advertising, um, yeah, I I I just set up some new ads today. Uh, what I'm now advertising is like, uh, when people don't get like results in like four weeks, they, um, they get the next four weeks

[13:51] YouTube https://youtu.be/ZyVeRn2cLHI?t=824 || He’s Doing $3.4M But Wants Out of the Stress
uh, from me. Sure. Okay. What's the price though? like um 90 €97 and setup fee of €59. Okay. What's it what's it cost to get a customer for you right now? Um with the old Facebook ads it was like €200€250 per customer. Okay, that I mean that sounds right. Yeah. So it's not that you're cash constrained, it's that uh you're not

[14:23] YouTube https://youtu.be/ZyVeRn2cLHI?t=856 || He’s Doing $3.4M But Wants Out of the Stress
charging enough on the front end. So, you need to sell a defined end thing. So, um I think that you should have something that's called like on-ramp or onboard. So, it's like listen, we're we're able to sell PT at $80 in small groups because people get onboarded um for six weeks. That onboarding cost

[14:40] YouTube https://youtu.be/ZyVeRn2cLHI?t=873 || He’s Doing $3.4M But Wants Out of the Stress
$600 and then at the end like then you go into the normal thing. So, for the first six weeks I charge 600. 600. Mhm. Give them a meal plan. Weigh them in every time. Meal plan and and weigh them in. Weigh them in. Mhm. Have you read my Gym Launch Secrets book? No. No. No. I wrote an entire book on how to run a

[15:11] YouTube https://youtu.be/ZyVeRn2cLHI?t=904 || He’s Doing $3.4M But Wants Out of the Stress
gym. You should read that. Yeah, I'm going to do that. That is my first and only real recommendation for right now. That being said, I think you were at a six week challenge. $600, you lose 20 pounds in six weeks, and if you do, you get the money back. But but um yeah, the thing is that the people who come to uh to our location

[15:36] YouTube https://youtu.be/ZyVeRn2cLHI?t=929 || He’s Doing $3.4M But Wants Out of the Stress
is that um they don't want to lose 20 pounds. Cool. So all we do is we make a different goal. Yeah. You want They all want to tone up and feel good, right? Yeah. like um they want more. Listen, I already know the problem. I was literally in the gym industry for a while. I I know what you're we're dealing with here. So

[15:55] YouTube https://youtu.be/ZyVeRn2cLHI?t=948 || He’s Doing $3.4M But Wants Out of the Stress
yeah, they want to get in shape. The biggest problem they have is accountability and the thing they're afraid of is getting hurt, right? Yeah. Right. So you sell that as the program. The reason that we do it this way is because people struggle with worried about getting hurt, which is why we do more onboarding to make sure you don't

[16:14] YouTube https://youtu.be/ZyVeRn2cLHI?t=967 || He’s Doing $3.4M But Wants Out of the Stress
get hurt. You're worried about accountability, which is why we put the dollars on the line to make sure that you show up. And we want to make sure that you feel you get kickstarted in your fitness, which is why we're going to put some goal because if we don't measure progress, how are we going to know what's working? All right, so I'm

[16:26] YouTube https://youtu.be/ZyVeRn2cLHI?t=979 || He’s Doing $3.4M But Wants Out of the Stress
going to take your body fat at the beginning, body fat at the end. You might stay the same weight, but we're going to change the numbers around. It gives you something to target towards. Now, 3 weeks in, we're going to say, "Hey, Sandra. Hey, Dan. You guys have been doing great. You're down four pounds. How you feeling?" Amazing. So,

[16:40] YouTube https://youtu.be/ZyVeRn2cLHI?t=993 || He’s Doing $3.4M But Wants Out of the Stress
you realize this is a lifelong journey, right? Not something you're going to do in 6 weeks. Yep. Okay, amazing. So, this is what I want to do. I want to match your commitment because you've already showed up every time you said you were going to and hopefully you feel like I did, too. I'm going to take that money

[16:51] YouTube https://youtu.be/ZyVeRn2cLHI?t=1004 || He’s Doing $3.4M But Wants Out of the Stress
that you put towards this and we're going to roll it towards the year. That way, we can make this a lifestyle rather than a quick diet. How's that sound? Fantastic. You want to just prepay for the year right now? That's what most people do. It It sounds like you said that a lot of times. Yes. I've also taught 6,000 gym owners

[17:10] YouTube https://youtu.be/ZyVeRn2cLHI?t=1023 || He’s Doing $3.4M But Wants Out of the Stress
how to sell this. So, yes. But um okay, tell me why you don't think that's going to work. Go for it. Tell me. Like um Okay, I'm going to try this new offer. Um and then I'm going to give that back to them like the €600 they invested. Yes. But how are we going to give it back to them? I don't I don't know.

[17:34] YouTube https://youtu.be/ZyVeRn2cLHI?t=1047 || He’s Doing $3.4M But Wants Out of the Stress
We're going to credit it. We're going to credit it towards them staying for the year. You want to do that right now? Okay. So, functionally what you're going to do is you're currently at 80 bucks, right? Yeah. You're going to pop the price up to 130. People are going to come in on this offer and then you're going to knock $50

[17:54] YouTube https://youtu.be/ZyVeRn2cLHI?t=1067 || He’s Doing $3.4M But Wants Out of the Stress
a month off for the next 12 months. That's $600. So, you're going to take $130, subtract $600 per month. That means you're going to be at 80 bucks a month, which is your current price, which means they can prepay for a,000 bucks they get the rest of the year. Okay. sons. Uh, it also comes with a t-shirt.

[18:14] YouTube https://youtu.be/ZyVeRn2cLHI?t=1087 || He’s Doing $3.4M But Wants Out of the Stress
And to to be honest, um, yeah, I have to look up on the internet how to um do the meal plans and everything. I've never done that to be honest. It's not hard, man. I promise you. Uh, the other thing you should do is after you meet them with them, like you're you're you you sell them right now, you should have a nutrition consultation.

[18:31] YouTube https://youtu.be/ZyVeRn2cLHI?t=1104 || He’s Doing $3.4M But Wants Out of the Stress
It's your first consultation. Sell 200 300 bucks in supplements for the whole six weeks, which means they're going to need two months worth cuz it's six weeks. So you'll sell three or four products times two upfront and that'll liquidate your cost of acquisition just on products. You don't have to do any

[18:45] YouTube https://youtu.be/ZyVeRn2cLHI?t=1118 || He’s Doing $3.4M But Wants Out of the Stress
more sessions. Cool. Okay. Okay. I um this is this is really important. So I I just want to um like reframe what you said to me. So I yeah I need to make sure that I understand um yeah what you're teaching me. So, um, new offer 600 6 weeks. Uh, and I have to sell like supplements for the 6 weeks. Mhm.

[19:10] YouTube https://youtu.be/ZyVeRn2cLHI?t=1143 || He’s Doing $3.4M But Wants Out of the Stress
Supplements over like two or 300 bucks. Mhm. Uh, and besides that, uh, a meal plan. Mhm. And you weigh them in every week for the six weeks. And then, okay. Give them a goal. If they hit the goal, they get it back. The point is not that they hit the goal. The point is that they start the process. You pitch

[19:28] YouTube https://youtu.be/ZyVeRn2cLHI?t=1161 || He’s Doing $3.4M But Wants Out of the Stress
halfway through. Do not wait till the end. Okay, great. Uh, and then one more thing. Um, I have to get get them in, of course. And, um, do you have any any advice on the, uh, Facebook ads part? Uh, like, uh, not do you have any advice like uh, what what I am what I'm currently stuck at is creating ads.

[19:52] YouTube https://youtu.be/ZyVeRn2cLHI?t=1185 || He’s Doing $3.4M But Wants Out of the Stress
Right now, static ads are doing the best. I know cuz I talked to the gym launch team like last week. Static ads are are outperforming video for most people. I still think that better video outperforms statics, but most people suck on camera. And so statics outperform video for most people. So if you're not good on camera, try statics

[20:08] YouTube https://youtu.be/ZyVeRn2cLHI?t=1201 || He’s Doing $3.4M But Wants Out of the Stress
first. My preference is to have my my personal preference is to have videos of many customers working out in unison. So if you can get people to do sit-ups or push-ups in unison or jumping jacks in unison or or, you know, ab cycles where they have their feet on the ground and they're doing the little

[20:23] YouTube https://youtu.be/ZyVeRn2cLHI?t=1216 || He’s Doing $3.4M But Wants Out of the Stress
thing, if you get everyone to do everything at the same time, it's very attention grabbing. And then you have the offer in the copy. Cool. Yeah. All right. Got it. That's it, man. Easy peasy. Million bucks. Yeah. Thank you very much. Are you ready for this? Buy my book and then read it. If you're a business owner and you are

[20:48] YouTube https://youtu.be/ZyVeRn2cLHI?t=1241 || He’s Doing $3.4M But Wants Out of the Stress
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

[21:03] YouTube https://youtu.be/ZyVeRn2cLHI?t=1256 || He’s Doing $3.4M But Wants Out of the Stress
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, customer success, recruiting, IT, human

[21:17] YouTube https://youtu.be/ZyVeRn2cLHI?t=1270 || He’s Doing $3.4M But Wants Out of the Stress
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 deconrain the business and you're trying

[21:33] YouTube https://youtu.be/ZyVeRn2cLHI?t=1286 || He’s Doing $3.4M But Wants Out of the Stress
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 Problem With the Agency Model
URL: https://youtu.be/ZzeTkbkpFvs
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, niche, retention-churn

[0:00] YouTube https://youtu.be/ZzeTkbkpFvs?t=0 || The Problem With the Agency Model
Yes. Okay. Yes. So I will I will speak pretty definitively which I I rarely do um about like this model is better than that model. Agencies are exceptionally easy to get to and you know caveat caveat for the internet trolls of the world right like exceptionally easy to get to a million three million even$10 million a year in

[0:22] YouTube https://youtu.be/ZzeTkbkpFvs?t=15 || The Problem With the Agency Model
almost any version of the model. Beyond that it becomes exceptionally difficult um because you have human capital so it becomes really it's more and more difficult to attract you know talent to do higher level work um and typically the businesses that go from you know 0 to 10 million they're servicing SMBs and VSMBBS so very small

[0:40] YouTube https://youtu.be/ZzeTkbkpFvs?t=33 || The Problem With the Agency Model
business owners and small business owners if you take one of the the way that I like to think about any industry if I want to get into is I look at what the people who are the biggest in that industry are doing and think okay what's different about what they're doing versus what everyone else is doing and

[0:52] YouTube https://youtu.be/ZzeTkbkpFvs?t=45 || The Problem With the Agency Model
the biggest agencies in the world service the Fortune 00. And so I take that as the natural extreme of like what is the best version of this business is that you deal with businesses that always pay their bills. They never turn. They sign five-year contracts at 5 million a year and they're good for it.

[1:08] YouTube https://youtu.be/ZzeTkbkpFvs?t=61 || The Problem With the Agency Model
And so the process of agency scaling is very much scaling the avatar. And you basically have to just keep earning your way up, which you you're already on the right track. Um of how can I get an avatar that actually can keep their word? And once you get to there, number one, and number two, you'll have a

[1:24] YouTube https://youtu.be/ZzeTkbkpFvs?t=77 || The Problem With the Agency Model
telltale sign of like, am I dealing with an avatar that's too low? If you want to start doing more of their business for them, and so if they're like, I can't close a door, right? Or like you're like, maybe I'll do my sales for them. No, you have to deal with a business who knows how to sell because your services

[1:39] YouTube https://youtu.be/ZzeTkbkpFvs?t=92 || The Problem With the Agency Model
are not I will do acquisition for you. It is I will do this. I will do this more. I'll do lead. Exactly. And so it really comes down to who is the perfect avatar for only this very narrow service that I have I have tremendous margins on. And so that's where we get really clear on like well if they actually like

[1:55] YouTube https://youtu.be/ZzeTkbkpFvs?t=108 || The Problem With the Agency Model
I've been selling people who have over 10 people headcount but if I have over 50 my turn is like 1%. Yeah. And so it's like I really should just build that and not have all of this. Now what happens is we we always incur debt. So it's not like there's something wrong. Every business incurs debt when

[2:11] YouTube https://youtu.be/ZzeTkbkpFvs?t=124 || The Problem With the Agency Model
you start 100%. You either incur talent debt, tech debt, financial debt. You incur debt. You want to incur the debt that's the easiest to pay back, right? And so right now, and you can also incur reputational debt, like there's debt. Um, you're you're selling some people that you know you shouldn't sell so you

[2:28] YouTube https://youtu.be/ZzeTkbkpFvs?t=141 || The Problem With the Agency Model
can pay the bills. Fine. I'm not going to get on an ethical, you know, whatever with you. Um, but the sooner you can draw the line of saying, I want to like if you told your team, we're how many sales a month do you do sales velocity? Three, four. Okay, I'm okay with us going to one deal a month. And where

[2:46] YouTube https://youtu.be/ZzeTkbkpFvs?t=159 || The Problem With the Agency Model
this gets more interesting is that when you get that correct truly correct avatar, the price elasticity uh changes. And so all of a sudden, it's like if I actually were to price to my correct avatar, I might be able to charge two times as much. And by charging two times as much, I might 5x my profit. And by

[3:02] YouTube https://youtu.be/ZzeTkbkpFvs?t=175 || The Problem With the Agency Model
doing that, I'm actually more than happy to have my quote revenue growth rate be slower than what it was before when I had these people. the amount of operational drag that you incur also like team morale of like I just onboard this guy and he's already turned out like it just feels like such a pain

[3:17] YouTube https://youtu.be/ZzeTkbkpFvs?t=190 || The Problem With the Agency Model
whereas if they know that they're going to be creating long-term relationships with the customers you will get a sticker business that's more fun to run and way more profitable. So part of this is like a lot of entrepreneur a lot of the correct moves in entrepreneurship are counterintuitive because all the

[3:32] YouTube https://youtu.be/ZzeTkbkpFvs?t=205 || The Problem With the Agency Model
intuitive ones you've already done. You do those naturally. you wouldn't you don't think about it because all the things that are intuitive you already did it and they already worked. Where you get stuck is the counterintuitive solutions or the ones where you're like wait so for me to grow I need to sell

[3:44] YouTube https://youtu.be/ZzeTkbkpFvs?t=217 || The Problem With the Agency Model
fewer people and have higher qualifications. It's hard to do. That's why most people don't do it. It's also why most people don't make money.


VIDEO
TITLE: Helping a $9M Tax Firm Get to $25M
URL: https://youtu.be/_FI7RVlWSwo
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/_FI7RVlWSwo?t=0 || Helping a $9M Tax Firm Get to $25M
We sell tax and financial services to high-income entrepreneurs. We do about $9 million in revenue. We would like to be at 25 million by end of this year. Um what's stopping us? So I I know the constraint is um people. We need more advisors to service our clients. We need a faster onboarding process to do more fiveday virtual events. Got that.

[0:19] YouTube https://youtu.be/_FI7RVlWSwo?t=12 || Helping a $9M Tax Firm Get to $25M
Um I don't think it takes the whole company to fix that constraint. I think it's HR, CSMS, operations. Is it okay to have um the rest of the company focus on a different constraint or would that like kill team morale or how do you balance constraints across basic strength cost departments? It's a really good question. Um

[0:41] YouTube https://youtu.be/_FI7RVlWSwo?t=34 || Helping a $9M Tax Firm Get to $25M
I've gone back and forth on this so maybe there isn't a right answer but I would say that in the season that I'm currently in I believe that there is one constraint and if we solve that constraint the business will grow. And so I want everybody to know that this is what we're working on. And what ends up happening is that you see the other

[0:57] YouTube https://youtu.be/_FI7RVlWSwo?t=50 || Helping a $9M Tax Firm Get to $25M
fires that are burning and then that actually creates more urgency to fix the first one. When you try and fix them in parallel, it ends up taking longer to do both than to do one and then the other because the whole team knows it's like but there's this other fire burning and you're like, "Right, then fix the first one." Um, and so then it

[1:12] YouTube https://youtu.be/_FI7RVlWSwo?t=65 || Helping a $9M Tax Firm Get to $25M
just orients the whole team, right? And then also that means that like if something has to happen the whole team is greasing the you know the tracks to make sure that this objective gets pushed forward even because there's so many supporting and ancillary things to get some big thing done that if they're

[1:26] YouTube https://youtu.be/_FI7RVlWSwo?t=79 || Helping a $9M Tax Firm Get to $25M
like well we have our priority it's like I think that's what gets in the way. See he's like well sales has this priority but operations like this is not a priority for us right now. So we call it the the silent sixth which is basically like every business has their priorities for the year or whatever. the silence sticks one is that

[1:42] YouTube https://youtu.be/_FI7RVlWSwo?t=95 || Helping a $9M Tax Firm Get to $25M
we have we have to keep selling we have to keep doing business right so those things always have to continue but like what is the one thing that matters most like um I think is Jack Slutman um he has he has a good book on this um but I'll give you the tdr of the book is that he was a big believer or is a big believer at not having three objectives or five objectives but just one he said basically if you can't get clear that

[2:03] YouTube https://youtu.be/_FI7RVlWSwo?t=116 || Helping a $9M Tax Firm Get to $25M
one thing is more important than everything then that's your fault as an entrepreneur and so I see like if we are the chief allocators of resources Then it means we have to be able to prioritize and if we can't do it how can we expect our teams to which means we have to be able to say this is more important than that and yes they are both important but this one is more

[2:19] YouTube https://youtu.be/_FI7RVlWSwo?t=132 || Helping a $9M Tax Firm Get to $25M
important and I think that that kind of betting perspective has served me really well being very violent with like this is the most important and I've just noticed that things get done way faster because then it's like hey when we do this then we can do this next thing and then everybody wants to do the next thing too and then when we do the next

[2:34] YouTube https://youtu.be/_FI7RVlWSwo?t=147 || Helping a $9M Tax Firm Get to $25M
thing all we move you know we part the seas to get that done. I like that. Thank you. Yeah, it also in um in service of what I was talking about earlier, when you have that perspective, it also minimizes all the other changes that you're making across the company too because you're like that's not a priority. Could we improve this thing? Probably. Do we need to right now? No. It's not the constraint.

[2:54] YouTube https://youtu.be/_FI7RVlWSwo?t=167 || Helping a $9M Tax Firm Get to $25M
If you're a business owner and you're 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

[3:11] YouTube https://youtu.be/_FI7RVlWSwo?t=184 || Helping a $9M Tax Firm Get to $25M
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, sales, customer success, recruiting, IT, human resources, and finance. And so no matter

[3:28] YouTube https://youtu.be/_FI7RVlWSwo?t=201 || Helping a $9M Tax Firm Get to $25M
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 to scale, we'd love to help you out on the thank you page. You can just book a

[3:44] YouTube https://youtu.be/_FI7RVlWSwo?t=217 || Helping a $9M Tax Firm Get to $25M
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: Brand Is Just Persuasion at Scale
URL: https://youtu.be/ackX7jNs73s
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/ackX7jNs73s?t=0 || Brand Is Just Persuasion at Scale
I'm I'm I have my next book coming out. Um but the book after that is the one that I'm thinking about because I've already written the next book. Um and I I wasn't going to write this next one, but it's the one that's been like on my mind the most, which is on branding. And I think it is one of the most

[0:14] YouTube https://youtu.be/ackX7jNs73s?t=7 || Brand Is Just Persuasion at Scale
misunderstood concepts. And I think it's why so few people can build big things. And I think brand is the single most valuable thing that you can build in a business because brand is basically persuasion or suggestion or influence at scale. And so if you were to go to like the etmology of brand like what does

[0:30] YouTube https://youtu.be/ackX7jNs73s?t=23 || Brand Is Just Persuasion at Scale
branding come from? Branding comes from cattle, right? You sear a cattle with your brand on you literally brand them. And what is the point of that? The point of that is to change someone else's behavior. So if you have two cows, one that has a brand and one doesn't. The one that doesn't have a brand you will

[0:44] YouTube https://youtu.be/ackX7jNs73s?t=37 || Brand Is Just Persuasion at Scale
treat differently than the one that does have a brand. The one that does have a brand you might return to its owner. You might steal it. You might kill it depending on your relationship with the owner, right? Which then depending on the brand, right? You you'll behave differently. But at the end of the day,

[0:54] YouTube https://youtu.be/ackX7jNs73s?t=47 || Brand Is Just Persuasion at Scale
it will change your behavior. And so the point of a brand is to actually teach a change in behavior. And so if you have a white shirt that's plain and a white shirt with a check mark, you train a behavior. You want people to do something when they see that and then and behave accordingly. And so the idea

[1:08] YouTube https://youtu.be/ackX7jNs73s?t=61 || Brand Is Just Persuasion at Scale
of branding is basically teaching. It's pairing. It's making associations between things people know, things people don't know. And then you do that enough time like if I wear this hat enough of times, people will eventually just want to wear the hat. If they like what I have associated the hat with, if

[1:20] YouTube https://youtu.be/ackX7jNs73s?t=73 || Brand Is Just Persuasion at Scale
they like me, they like fitness, they like they like free value, they like the the values in general that I stand for, they will start associating that. If they want to be more patient, they want to be more ambitious, they want to be more fit, want to be more, you know, driven, whatever it is, whatever they

[1:31] YouTube https://youtu.be/ackX7jNs73s?t=84 || Brand Is Just Persuasion at Scale
associate me with, they might put this hat on because it stands for that for them. They've made that association. And so they'd be willing to pay more for this hat than just a generic hat. And like that is branding. And so to the point that you may like, why not make 50 million? Um I think that I want my brand

[1:48] YouTube https://youtu.be/ackX7jNs73s?t=101 || Brand Is Just Persuasion at Scale
to stand for something more than that. And so I made it the mission to make real business education accessible for everyone and that is what I have been I have not wavered from that since I started doing this. And I have two aspects to that. One is like the distribution of how do I get this to everybody and how to make it accessible

[2:05] YouTube https://youtu.be/ackX7jNs73s?t=118 || Brand Is Just Persuasion at Scale
and that has multiple levels to it which is one is like is it easy to understand but also like is it fun and entertaining and I'm getting better at that. I think I'm I'm better at the easy to understand part. I'm still working on how do I make this more entertaining so that like a stay-at-home mom will actually click and

[2:21] YouTube https://youtu.be/ackX7jNs73s?t=134 || Brand Is Just Persuasion at Scale
maybe get interested in something like this and maybe recommend her son or her daughter to like watch something like that. I'm not there yet. Like but that's but like in order for me to get that level of accessibility like I need to get better. But on the flip side, the context that the content is consumed

[2:35] YouTube https://youtu.be/ackX7jNs73s?t=148 || Brand Is Just Persuasion at Scale
within is basically my background. So like at the very beginning you're like hey just for everybody who doesn't know here's this guy right? Right? If I had said, "Hey, I make $100,000 a year. Um, listen to me." I don't I mean, I think fewer people would listen to me. I mean, maybe some would, but like far fewer

[2:50] YouTube https://youtu.be/ackX7jNs73s?t=163 || Brand Is Just Persuasion at Scale
would listen to me as a quote authority on on making money in general. We had to provide the context up front because the context is, in my opinion, a a larger percentage of the message than the message itself. Like Elon Musk can tweet on the toilet and say like, "I'm right now." And everyone will like think it's hilarious and whatever.

[3:06] YouTube https://youtu.be/ackX7jNs73s?t=179 || Brand Is Just Persuasion at Scale
if I tweet that or you tweet that, we probably wouldn't have the same response because we are not the richest man in the world. And so like that message is contain is is consumed within the context of Elon Musk. And so what I'm building with my, you know, my personal brand, right, is the context to deliver

[3:24] YouTube https://youtu.be/ackX7jNs73s?t=197 || Brand Is Just Persuasion at Scale
a message at scale that I want to deliver. And we're not there yet. And so this is much more of like a 10 year, 15, 20 year plan that I'm that I'm trying to uh outline. And you know, I'm showing pages one at a time. Like the book launch was one piece. there's going to be another piece next year and like

[3:37] YouTube https://youtu.be/ackX7jNs73s?t=210 || Brand Is Just Persuasion at Scale
people will see that as it unveils. So, it's more about the perception of you rather than potentially optimizing for impact because there is an argument I feel like to be had if you were to charge some money for the book. I do think people would pay more attention and potentially it would make more of an

[3:49] YouTube https://youtu.be/ackX7jNs73s?t=222 || Brand Is Just Persuasion at Scale
impact on those who do read it than just giving it out universally for free. I'll give you the argument for it. So, but I do think that perception overall people like, "Oh, this is the guy that gives all of this value for free." Whether or not it impacts them, who's to say? So, I I I've been on both sides of this.

[4:03] YouTube https://youtu.be/ackX7jNs73s?t=236 || Brand Is Just Persuasion at Scale
I have charged lots of money for things and so you make a greater impact giving away things for free. That's just objective, you'd say? Yes. Because you get a hundred times more people to consume it. And so, but the percentage of people who consume it who are impacted is smaller. So, if I charge for something, a higher

[4:19] YouTube https://youtu.be/ackX7jNs73s?t=252 || Brand Is Just Persuasion at Scale
percentage of people who consume the thing, if they paid for it, will be likely to to follow through with it. If it's free, a hundred times, a thousand times more people will consume it, but a smaller percentage, but a larger absolute amount of people will be impacted. I respect the objectivity on that or the

[4:36] YouTube https://youtu.be/ackX7jNs73s?t=269 || Brand Is Just Persuasion at Scale
objective answer. I had to cuz I had to deal cuz I had to deal with that myself. I was like, well, if I claim this like now, if you have like for example a really in-depth like if I were if I were flying out to people's houses and trying to like do huge interventions with people and like recook their like no, you can't do

[4:50] YouTube https://youtu.be/ackX7jNs73s?t=283 || Brand Is Just Persuasion at Scale
that for free. But like there are certain things that you can give away for free. information give away for free. Media in general like you can give away for free. Software if you're really good at coding you can give away for free. Like there are elements there are things you can give away for free. Tools

[5:01] YouTube https://youtu.be/ackX7jNs73s?t=294 || Brand Is Just Persuasion at Scale
sometimes. Um and I think that this is from a business perspective. You you'll ultimately make more money giving serving a huge amount of people and then having some bar that people can jump over. Now I purposely put my bar really high um because I know that like I only need one Facebook. I don't need you know

[5:18] YouTube https://youtu.be/ackX7jNs73s?t=311 || Brand Is Just Persuasion at Scale
mean like I don't need like people would be surprised by how few deals we do. Like I get 2,000 I get 2,400 companies a month that reach out to me to do a deal every month inbound like can we do a deal with you and in in two years I've done 22 deals in total. So like you look at that over you know what whatever 20 like 50,000 60,000

[5:39] YouTube https://youtu.be/ackX7jNs73s?t=332 || Brand Is Just Persuasion at Scale
deals that I've looked at and I've done 22\. It's a very small percent. 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

[5:52] YouTube https://youtu.be/ackX7jNs73s?t=345 || Brand Is Just Persuasion at Scale
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 you where you're

[6:06] YouTube https://youtu.be/ackX7jNs73s?t=359 || Brand Is Just Persuasion at Scale
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 solved it. And so I'd like to

[6:20] YouTube https://youtu.be/ackX7jNs73s?t=373 || Brand Is Just Persuasion at Scale
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

[6:34] YouTube https://youtu.be/ackX7jNs73s?t=387 || Brand Is Just Persuasion at Scale
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: $100M Salesman Reveals #1 Persuasion Hack
URL: https://youtu.be/bHnVItVGJPA
PRIMARY_TOPIC: scaling
TOPICS: scaling, closing, objections

[0:00] YouTube https://youtu.be/bHnVItVGJPA?t=0 || $100M Salesman Reveals #1 Persuasion Hack
In this video, I'm going to tell you the number one way to increase the percentage of sales that get closed by you and your team through a systematic process. And if you don't know who I am, my name is Alex Mozi. I have an acquisition.com. Uh it's a portfolio of service uh coaching, e-learning, info

[0:14] YouTube https://youtu.be/bHnVItVGJPA?t=7 || $100M Salesman Reveals #1 Persuasion Hack
businesses that do about $85 million a year. And so the reason I want to make this is years ago I was recruited to bring in or to be brought in and flown in for a sales consulting gig, which I don't do. It was it was years ago, but the team was selling mortgage leads. And so what they wanted me to do is the

[0:31] YouTube https://youtu.be/bHnVItVGJPA?t=24 || $100M Salesman Reveals #1 Persuasion Hack
first half of the day, I I took apart the the actual sales script and rescripted everything, kind of reframed the offer, all that kind of stuff. And the second half of the day, I was supposed to uh train the team. And so after spending the first half on that, talking to the founders, all that kind of stuff, the second half, they had a

[0:43] YouTube https://youtu.be/bHnVItVGJPA?t=36 || $100M Salesman Reveals #1 Persuasion Hack
nineperson team and they were selling mortgage leads. And when I walked in, the first thing that I asked the team was, "Hey," and they were like, "Hey, this guy John's been kind of a problem." I was like, "Okay, cool." I was like, "Hey, John, how good are the leads?" whole team's there. It's quiet. Every

[0:57] YouTube https://youtu.be/bHnVItVGJPA?t=50 || $100M Salesman Reveals #1 Persuasion Hack
like pressures on John. He's like, "Well, I mean, they're um" And I was like, "I'm good. Thanks so much." And everyone was like, "What is happening?" I was like, "Dude, I can give you the best script in the world." I was like, "But if you don't believe in the product," I was like, "None of this is going to matter." I said, "If you

[1:12] YouTube https://youtu.be/bHnVItVGJPA?t=65 || $100M Salesman Reveals #1 Persuasion Hack
believed in the leads," I was like, "You wouldn't even need the script because if you were to ask me the same question and I truly believe that these leads were amazing, I would be like, "Dude, these leads are sick." I mean, right now, my my cousin is a realtor and I'm sending her leads right now because she's

[1:27] YouTube https://youtu.be/bHnVItVGJPA?t=80 || $100M Salesman Reveals #1 Persuasion Hack
already building so much of a pipeline from it. I'm actually studying for a realtor exam so that I can so I can buy these leads from this company and not even sell these but sell houses instead, right? Because houses have a much bigger ticket than these leads do. And so for me, like I'm just basically waiting to

[1:40] YouTube https://youtu.be/bHnVItVGJPA?t=93 || $100M Salesman Reveals #1 Persuasion Hack
get through to that point so that I can move out on my own. But yeah, I mean these leads are awesome. So the way that you talk about the products that you have will indicate the level of conviction that you have and the best What is conviction salespeople are true believers and you that's why a lot of great salesmen come

[1:56] YouTube https://youtu.be/bHnVItVGJPA?t=109 || $100M Salesman Reveals #1 Persuasion Hack
from clients who've used the products and services if it makes sense for them you know for for their life and whatnot. And so people will believe like if you think about what sales really is. It's a transference of conviction. And so you've got some person who doesn't believe, one person who does believe,

[2:11] YouTube https://youtu.be/bHnVItVGJPA?t=124 || $100M Salesman Reveals #1 Persuasion Hack
and trust is what completes the transfer. And you have to duplicate the conviction in this person and this person. And so if a salesperson doesn't believe in the product, they have no way to transfer the conviction because they have no baseline of conviction to work off of. And a different version of this

[2:26] YouTube https://youtu.be/bHnVItVGJPA?t=139 || $100M Salesman Reveals #1 Persuasion Hack
happens when people start hot, they do really well, and all of a sudden they start not selling as well. It's not because they don't know how to sell. And training is not the thing that's going to fix the problem because if they're already closing before and they're not closing now, it means they've changed

[2:40] YouTube https://youtu.be/bHnVItVGJPA?t=153 || $100M Salesman Reveals #1 Persuasion Hack
something. And oftentimes it's because they've heard something from one of the prospects they sold that something was not good. And so the way to prevent this and to actively increase conviction, which is what's going to change the way they say the words on the script, is by actively having a process to make them

[2:57] YouTube https://youtu.be/bHnVItVGJPA?t=170 || $100M Salesman Reveals #1 Persuasion Hack
believe. And so obviously the way to make them believe is to actually have a good product. But in terms of systematizing that, it's having a regular cadence between customer success How to increase conviction and sales. So this is me getting a little bit operational with you, but this is how it works. You meet weekly

[3:10] YouTube https://youtu.be/bHnVItVGJPA?t=183 || $100M Salesman Reveals #1 Persuasion Hack
and you have both teams on and the people from customer success share the wins of the clients who are going through the program. That's on a weekly basis. It's in a long form format. It also serves as as a way for them to talk back and forth to each other. The sales team can see what's happening on the

[3:24] YouTube https://youtu.be/bHnVItVGJPA?t=197 || $100M Salesman Reveals #1 Persuasion Hack
customer success side. The customer success side can see what's happening on the sales side. And you create crossd departmental knowledge which is really useful because the sales team knows not to say some things because people are misunderstanding them and the success team is giving the sales team ammunition

[3:36] YouTube https://youtu.be/bHnVItVGJPA?t=209 || $100M Salesman Reveals #1 Persuasion Hack
for the things that they know that they're doing to deliver that makes them more convicted. On top of that, you should have a pipeline that is established for customers where you can collect testimonials and reviews. And what you do is in the best case scenario, you have that client hop on with the sales team and explain their

[3:52] YouTube https://youtu.be/bHnVItVGJPA?t=225 || $100M Salesman Reveals #1 Persuasion Hack
story. And I can tell you this because me firsthand, one of the things that I realized when I looked at our stats was that on Saturdays and particular Saturdays, we were closing like a 100% of people who were walking in the door. And I was like, huh, what's different about these days at my facilities versus

[4:06] YouTube https://youtu.be/bHnVItVGJPA?t=239 || $100M Salesman Reveals #1 Persuasion Hack
the days that we're not, you know, we're closing a normal amount. And it turned out that those days were the days that we would actually do the weouts for our program. So people would finish their six week or their 12 weeks or whatever it was and we would do all the weigh outs on the same day. And so it's kind

[4:19] YouTube https://youtu.be/bHnVItVGJPA?t=252 || $100M Salesman Reveals #1 Persuasion Hack
of like a graduation ceremony. And so everyone steps on, they're crying, they're losing weight, they feel amazing, but all of my team was there. And so when we had sales consults that were that morning or throughout the graduation day or right after the graduation, while it's all fresh in their mind, they would when someone

[4:34] YouTube https://youtu.be/bHnVItVGJPA?t=267 || $100M Salesman Reveals #1 Persuasion Hack
would walk in, it's like the sales took half as long because the belief and the conviction was so strong of the salesman, it overcame the fears and the doubts of the prospect, right? And so in a lot of ways you have to compensate for lack of conviction with training and you know learning logical based frameworks

[4:53] YouTube https://youtu.be/bHnVItVGJPA?t=286 || $100M Salesman Reveals #1 Persuasion Hack
and and learning how to have excellent conversation right that that help people make decisions. But if you truly believe and if you think about how we buy things as prospects, we buy these things because somebody recommends them and we believe the person. Like think about an organic buying process, right? Someone

[5:09] YouTube https://youtu.be/bHnVItVGJPA?t=302 || $100M Salesman Reveals #1 Persuasion Hack
says, "Hey, have you gone to that sandwich shop? It's awesome." like you're like well great I'm going to go there right like why would I not and so the closer you can have the trust so that when you make the recommendation it's like having a referral the person will believe you because the way you are

[5:24] YouTube https://youtu.be/bHnVItVGJPA?t=317 || $100M Salesman Reveals #1 Persuasion Hack
saying it is believable and the way to make it believable is to actually believe it and so having a structured process of increasing the conviction of the sales team is a way to massively increase the closing percentages of your team not based on skill but based on heart And so if you can bridge that gap

[5:43] YouTube https://youtu.be/bHnVItVGJPA?t=336 || $100M Salesman Reveals #1 Persuasion Hack
between the customer success and the sales team, and you can do that both internally and externally. Internally because you have processes, externally because you get those customers on the call so they can hear the stories, but also you and the sales directors can read those testimonials every single day

[5:57] YouTube https://youtu.be/bHnVItVGJPA?t=350 || $100M Salesman Reveals #1 Persuasion Hack
to them in the morning. And I like that because it sets the cadence for the day because it reminds us why we do what we do on a regular basis. Why am I taking these calls? Why am I knocking on these doors? Why am I setting up shop and and and and collecting leads at the Whole Foods so that I can so we can make sales

[6:12] YouTube https://youtu.be/bHnVItVGJPA?t=365 || $100M Salesman Reveals #1 Persuasion Hack
later? Like why am I doing this? I'm doing this so that I can be a part of this transformation these people are going through as a result of whatever products and services we sell. And so the sales team probably more like customer support and sales I feel like are very similar in that they get beat up all day long. And sales people

[6:30] YouTube https://youtu.be/bHnVItVGJPA?t=383 || $100M Salesman Reveals #1 Persuasion Hack
especially and so this is for the founders and the CEOs are going out there and they're fighting for you every single day. They're the front line in my opinion. They're the offensive line of the team. They're just pushing. They're in the in the trenches moving the ball forward every, you know, one, two yards

[6:45] YouTube https://youtu.be/bHnVItVGJPA?t=398 || $100M Salesman Reveals #1 Persuasion Hack
at a time. They're chipping away at it. And let's see if I can get this camera back. And they're pushing your products forward every single day on your behalf. And so, the biggest thing that a sales director, and if you are the sales director because your business is smaller, is that you have to breathe

[6:59] YouTube https://youtu.be/bHnVItVGJPA?t=412 || $100M Salesman Reveals #1 Persuasion Hack
conviction into them because their How to breathe conviction conviction can wayne over time. And it's a cup that has to be refilled because it's that conviction that they're spreading to all the prospects. And the thing is the prospects are spreading doubt into them. And so you have to fill it up from your side so that they can

[7:14] YouTube https://youtu.be/bHnVItVGJPA?t=427 || $100M Salesman Reveals #1 Persuasion Hack
become diluted and then get refilled, right? Which is why a good salesperson comes in, they can crush and all of a sudden they start going down. It's not because of skill because they already had the skills. They already knew how to they already knew how to close when they came in. The problem was their mojo is

[7:26] YouTube https://youtu.be/bHnVItVGJPA?t=439 || $100M Salesman Reveals #1 Persuasion Hack
off. Mojo. Mojo. Mojo. And so this video is fundamentally about fixing mojo within a sales team, which is just getting them to believe and reminding them to believe, which is why one of the biggest sayings I have in sales is we need to be reminded more than we need to be taught. People who believe in something automatically sell

[7:44] YouTube https://youtu.be/bHnVItVGJPA?t=457 || $100M Salesman Reveals #1 Persuasion Hack
it. And I'll give you a final final example to drive this point home. I I'll just use the the Christian community overall or really just any kind of religious community in general. A big part of most faiths is spreading the faith. And you can tell when someone truly believes the faith. They're on fire with the faith because they they

[8:01] YouTube https://youtu.be/bHnVItVGJPA?t=474 || $100M Salesman Reveals #1 Persuasion Hack
truly believe it. And it's not like people go through sales training, right, to bring people to faith. They just truly believe in it. And if you've ever been around someone who has absolute conviction, because conviction, and this is a key point, is not do you believe in the product, do you not believe in the Do you believe in the product

[8:20] YouTube https://youtu.be/bHnVItVGJPA?t=493 || $100M Salesman Reveals #1 Persuasion Hack
product, but to what extent do you believe in the product, how much and how deeply do you believe that is the predictor of your ability to close. A massive predictor of your ability to close, which is why so many founders are always some of the best promoters for their businesses because they believe in

[8:34] YouTube https://youtu.be/bHnVItVGJPA?t=507 || $100M Salesman Reveals #1 Persuasion Hack
it more than everyone else, and they should be. But you can duplicate that ability in getting other people to believe by having a process in place to do so and understanding that the training of the blocking tackling in terms of like say this and that and say this and that. Sure, it's important. It's good to have those. They're tools,

[8:50] YouTube https://youtu.be/bHnVItVGJPA?t=523 || $100M Salesman Reveals #1 Persuasion Hack
right? They're tools that you have in your tool belt. But the fundamental work ethic that someone will fight and their desire to actually help someone is the difference between them thinking about themselves so they can get their commission check and them thinking about the prospect and how this person is

[9:04] YouTube https://youtu.be/bHnVItVGJPA?t=537 || $100M Salesman Reveals #1 Persuasion Hack
missing out on something that's genuinely going to help them and really transform their life and really solve the problems that they have. And they will fight for the sale so much longer because they genuinely want this person to win because they genuinely believe that your products and services are

[9:17] YouTube https://youtu.be/bHnVItVGJPA?t=550 || $100M Salesman Reveals #1 Persuasion Hack
actually going to help them. And so bridging that gap and understanding this for myself was so important because a lot of times we get obsessed with the the drills and all that stuff and you have to do that stuff for sure. You have to drill, you have to understand how to say the words, all that kind of stuff.

[9:29] YouTube https://youtu.be/bHnVItVGJPA?t=562 || $100M Salesman Reveals #1 Persuasion Hack
But the heart, if you can, if you could change the heart and you can depth in, right? Because it's not just like I said, it's not just do they believe, but how deeply convicted can I get this team to be? And that is where having proof where you're actively selling your sales team. That is where you will get the

[9:46] YouTube https://youtu.be/bHnVItVGJPA?t=579 || $100M Salesman Reveals #1 Persuasion Hack
outsized returns in my opinion on increasing the effectiveness of the team is that they truly and deeply to their core belief. And the last point that I was making is if you've ever been around someone who truly believes in something and it's like kind of insane, right? Whatever the thing is, like it could be

[10:00] YouTube https://youtu.be/bHnVItVGJPA?t=593 || $100M Salesman Reveals #1 Persuasion Hack
aliens, it could be whatever, right? But like something crazy, but they are like so sold on it. There's an element of yourself that wonders if you're right because you have conviction too in whatever you believe. And so you see their depth of conviction, their depth of faith in the thing that they have

[10:16] YouTube https://youtu.be/bHnVItVGJPA?t=609 || $100M Salesman Reveals #1 Persuasion Hack
concluded. And the deeper it is, the more you start to question your own beliefs, which is why the pastors of huge churches typically have deep deep faith. And if like there's a lot to study in terms of converting people literally because you're changing someone's entire worldview. And so if you study the process that people come

[10:36] YouTube https://youtu.be/bHnVItVGJPA?t=629 || $100M Salesman Reveals #1 Persuasion Hack
to faith and how they convince others to come to faith in general, there's a lot of elements of selling that occur there in helping people make decisions to help themselves. And so the person who typically does the converting can never believe less in the thing that they're trying to convert someone into than the

[10:52] YouTube https://youtu.be/bHnVItVGJPA?t=645 || $100M Salesman Reveals #1 Persuasion Hack
person who's being converted. The person has to believe in your conviction more than they believe in their doubt in the story that they have been telling themselves. And so the skills are simply a way to clearly communicate and build trust so that your conviction can be transferred. But it starts with having

[11:10] YouTube https://youtu.be/bHnVItVGJPA?t=663 || $100M Salesman Reveals #1 Persuasion Hack
the conviction to begin with in order to initiate the transfer over the bridge of trust. And so this is the number one thing that I see missing from sales trainings and it's one of the easiest things that we can do to implement in a team or even in yourself to improve your numbers overall in your business. All

[11:24] YouTube https://youtu.be/bHnVItVGJPA?t=677 || $100M Salesman Reveals #1 Persuasion Hack
right. And if you don't know who I am, I probably said it earlier, but if I didn't, my name's Ashamozi. We own acquisition.com portfolio of services, info, coaching, course businesses that do about $85 million a year. And so I make these videos because I struggled a lot coming up and I just if I if there's

[11:38] YouTube https://youtu.be/bHnVItVGJPA?t=691 || $100M Salesman Reveals #1 Persuasion Hack
any lessons that I can share, I I prefer that my pain not have been in vain. All right, so lots of love and I'll see you guys in the next video. Back.


VIDEO
TITLE: “Why Isn’t My Business Scaling?”
URL: https://youtu.be/bmo2zYLeuhc
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/bmo2zYLeuhc?t=0 || “Why Isn’t My Business Scaling?”
Uh my name is Mike Nathan. Um I sell cellular therapy in home to the old affluent injured probably and athletic. Um we're new but we've got a million dollars in revenue half at IBIDA. Um we would like to get to 25 million in home or in home. Okay. Got it. We consider mobile healthcare. Okay. Is it like guy drives out or is it

[0:22] YouTube https://youtu.be/bmo2zYLeuhc?t=15 || “Why Isn’t My Business Scaling?”
you sending machines? RN drives out gives you an IV infusion in your home. Okay. Got it. Um, we'd like to get to 25 million. We're built to be bought. We want to exit. So, we think we're on the cutting edge of this. What's stopping us is my team is awesome. All right. Great from the NFL to a lot of great. We

[0:41] YouTube https://youtu.be/bmo2zYLeuhc?t=34 || “Why Isn’t My Business Scaling?”
have great business to doctor B2B sales experience, zero BTOC experience. And that playbook we're learning is wildly different. We have no idea what we're doing. Yeah. So, what stops you from just doing way more of the doctor stuff? um it doesn't it doesn't quite pay as well. Meaning uh we have people that

[1:02] YouTube https://youtu.be/bmo2zYLeuhc?t=55 || “Why Isn’t My Business Scaling?”
knock on doors to uh orthopedic surgeons who are looking for patients with uh alternatives to surgery, PT, chiropractors. It's a lot of effort and there's some that are going to refer to you and some that just will not. Yeah. Uh so that's our constraint in a one mark in the Twin Cities. It's a one market uh play.

[1:22] YouTube https://youtu.be/bmo2zYLeuhc?t=75 || “Why Isn’t My Business Scaling?”
We know there are more people looking for this solution. Uh, so we want to understand what the B TOC is. If we go to then Dallas, Philly, LA as we try to scale it, we're convinced it needs to be a better ROI than maybe what we're doing right now. What are you do? So you're making 50% margins, right? So what's the cost to

[1:40] YouTube https://youtu.be/bmo2zYLeuhc?t=93 || “Why Isn’t My Business Scaling?”
acquire a physician? Cost of acquiring a physician who refers your business. Cost of acquiring affiliate, uh, it's often times just it can be a physician, so we don't track it that way, but it's um $500. Okay. So it cost you 500. And then what does the average physician refer to you in a year? Uh in terms of business

[2:00] YouTube https://youtu.be/bmo2zYLeuhc?t=113 || “Why Isn’t My Business Scaling?”
6,000 $6,000. So I mean you're getting 12 to1 there and you already know how that works. So like what stops you from doing 10 times more of that? Uh we you're saying they don't pay well but that's the part I'm not sure how you're getting% we've went through the woods and hit all the people that are going to refer us.

[2:15] YouTube https://youtu.be/bmo2zYLeuhc?t=128 || “Why Isn’t My Business Scaling?”
The numbers not amazing or at least I just know there's more there. I assume there's more. There's got to be more than the, you know, the 200 people we've hit. And the like, you mean you've only really talked to 200 in terms of like reachouts and and 200 who signed up as affiliates kind of thing? I don't know the number off the top of

[2:31] YouTube https://youtu.be/bmo2zYLeuhc?t=144 || “Why Isn’t My Business Scaling?”
my head, but it's in it's in the hundreds, less than a thousand of B2B uh PT, chiropractors, orthopedic surgeons. We've done that in the Twin Cities. And the super small people that have given us has been some give four, five, and six, some give zero. Yeah. Do you have an active affiliate manager who's like regularly reminding

[2:51] YouTube https://youtu.be/bmo2zYLeuhc?t=164 || “Why Isn’t My Business Scaling?”
them? Yeah. So with so the way that I think about affiliates is um it's basically a second tier of customer. And so you need to have somebody who's regularly kind of like stoking the affiliate fire to keep them activated and continue to get them to continue to refer business. So I'll give you an example. So there was a

[3:07] YouTube https://youtu.be/bmo2zYLeuhc?t=180 || “Why Isn’t My Business Scaling?”
roofing company for it was a restoration company. Um they had one star star salesman and all he did was he'd go around to other tradesmen and get them to refer them business. And so they would get a thousand bucks to refer the restoration business business. But the sales guy got 500 for every time they

[3:26] YouTube https://youtu.be/bmo2zYLeuhc?t=199 || “Why Isn’t My Business Scaling?”
referred. And so that guy all day long was knocking on doors, walking to the front door with donuts, asking them how they're doing, bringing coffee to the guys, and then reminding them that they existed. And that's all he did. And so I think you were getting you're getting you're you're doing the hardest part

[3:41] YouTube https://youtu.be/bmo2zYLeuhc?t=214 || “Why Isn’t My Business Scaling?”
which is getting them to uh refer. You just didn't have the the consistent referrals because if you had 200 active affiliates who were consistently referring your business and most of these physicians you know especially like GPS things like that like I mean they see thousands of patients and many of them could probably benefit

[3:59] YouTube https://youtu.be/bmo2zYLeuhc?t=232 || “Why Isn’t My Business Scaling?”
from the services you have. And so the activation is both getting them to refer consistently, but also uh percentage of customers that they see that they refer to you. So it's kind of both sides of it. And so I think that the missing link with what you were already doing was just that the you didn't have basically

[4:13] YouTube https://youtu.be/bmo2zYLeuhc?t=246 || “Why Isn’t My Business Scaling?”
the continuous affiliate marketing strategy to get them to keep sending you business. So that's probably like right now today I would fix that first because you already have the acquisition system, you already have the network. And so for me like reactivating that affiliate base would be the first thing that I did. So

[4:27] YouTube https://youtu.be/bmo2zYLeuhc?t=260 || “Why Isn’t My Business Scaling?”
this gentleman is using B2B outreach to get uh physicians and therapists to refer him business. Now the part of what he was missing is if you go to 240 in the leads book uh which is the affiliates chapter um I talk about the launch and integrate model and so basically uh right now he actually was missing both of those. So launch is like

[4:48] YouTube https://youtu.be/bmo2zYLeuhc?t=281 || “Why Isn’t My Business Scaling?”
you want to do some sort of big promotion with them so that you get to all their customers. Now they were giving him like a trial customer and he was basically not getting any customers beyond that. And so if he's acquired 200 affiliates and each of one of them is sending one customer, it's because he's

[5:01] YouTube https://youtu.be/bmo2zYLeuhc?t=294 || “Why Isn’t My Business Scaling?”
he's basically not following up with the test that they're making. Like imagine if you, you know, if you have a business and you have customers and someone says, "Hey, can you for me business?" You might be like, "I'll send you one and I'll see what they say." Right? But it's a trial. And so basically, we have to

[5:14] YouTube https://youtu.be/bmo2zYLeuhc?t=307 || “Why Isn’t My Business Scaling?”
think about getting these affiliates on board is like a trial, but to convert the affiliate into an activated affiliate, right? And so a launch is step one, which is that okay, maybe you you succeed with the trial and then you propose, hey, let's do some big campaign to send a lot of your customers over uh

[5:28] YouTube https://youtu.be/bmo2zYLeuhc?t=321 || “Why Isn’t My Business Scaling?”
and then you can make money. We can make money, everybody's happy. But the long-term goal is full integration, right? Which is at what point in your process can we uh integrate our business so that what you sell is merged with what we sell. Uh so that we don't have to do any extra work or remind you. You

[5:43] YouTube https://youtu.be/bmo2zYLeuhc?t=336 || “Why Isn’t My Business Scaling?”
just do it on your own. The second thing maybe because you might just reactivate the base and all of a sudden you're like, I got 200 guys who are firming in business. Holy we're at 10 million. Um, but uh the second thing I would consider probably I I would still probably focus most of my time on the

[5:56] YouTube https://youtu.be/bmo2zYLeuhc?t=349 || “Why Isn’t My Business Scaling?”
B2B because you already have it. Um, but for this business, I think that it lends itself for what's the price point? $6,000 a treatment per treatment. Okay. Wait. So, so, uh, the average doctor will send you one $6,000 patient per year. When you said it cost you 500, they'll send you one patient. Interesting. So, do you have a process

[6:14] YouTube https://youtu.be/bmo2zYLeuhc?t=367 || “Why Isn’t My Business Scaling?”
for once the patient gets the thing calling the physician up? Sorry. Say that. So like I'm Dr. Smith. I send you Sandy. Sandy goes and gets the Well, you come to Sandy and Sandy gets the treatment. Is there a cycle where you call back me Dr. Smith and say, "Hey, we just dealt with Sandy. Here's some of her stuff."

[6:32] YouTube https://youtu.be/bmo2zYLeuhc?t=385 || “Why Isn’t My Business Scaling?”
Uh, not in a medical term like we're not putting notes back in because it is private. For sure. Yeah. Yeah. But but we do we ask for more referrals. There's a circle back that way. There's not a a a patient loop back. Okay. That's not true. Sometimes that does happen. Excuse me. It does. Yeah. That's not systematized though.

[6:48] YouTube https://youtu.be/bmo2zYLeuhc?t=401 || “Why Isn’t My Business Scaling?”
Yeah, I would systematize the hell out of that because it's like, hey, you just sent me this person. Like, let me close that loop for you. She's awesome. We did this thing. She loved it. By the way, and then we have the, you know, the opening to the to the other like what customers or customers, sorry, what patients did

[7:02] YouTube https://youtu.be/bmo2zYLeuhc?t=415 || “Why Isn’t My Business Scaling?”
you see this week? Uh, who you think it would be a good fit, right? And rather than saying do you have any, it's which ones would be is the question. Small training stuff, but it matters. Um, so I feel like there's so much on the B2B side that honestly that's probably where I'd be ripping. So you would not go after a BTOC

[7:18] YouTube https://youtu.be/bmo2zYLeuhc?t=431 || “Why Isn’t My Business Scaling?”
approach like advertising online going uh pushing in on a strategy on that. It's not that I wouldn't, it's that when I think about, so this is the difference like theoretical and actual like I would given given the fact that you like you're already running good margins on this thing basically doing it and take

[7:36] YouTube https://youtu.be/bmo2zYLeuhc?t=449 || “Why Isn’t My Business Scaling?”
this the way I mean it completely unoptimized like right now right and I again I'm not this is not a a slight um then I'm like there's so much juice left in this thing I don't want to now start something new it's like I barely got this one going I want to like crush this and when And I when I'm like, "No, we've

[7:53] YouTube https://youtu.be/bmo2zYLeuhc?t=466 || “Why Isn’t My Business Scaling?”
like we follow up with every single person. I've got a full-time affiliate manager who steps by. Our affiliates, I'm calling them affiliates, but doc, you know, drops by the docs once a week just to remind us, say nice things. Hey, by the way, like that is happening all the time and we've already covered like

[8:06] YouTube https://youtu.be/bmo2zYLeuhc?t=479 || “Why Isn’t My Business Scaling?”
literally every single physician in the Twin Cities, then I'm like, "Okay, let's go B to C." But if we haven't completely squeezed the hell out of this thing and it's already working at the level it is right now with like zero, like you're only getting one patient per doc. It's like, so yeah. So you getting B2B

[8:21] YouTube https://youtu.be/bmo2zYLeuhc?t=494 || “Why Isn’t My Business Scaling?”
customer is the same as getting one B T B T B T B T B T B T B T B T B T B TOC customer. I understand why you'd be frustrated because you'd be like, "Well, it. I'll just I could sell one customer on my own without having to deal with the doc, but the whole point is that like I want them to be sending

[8:31] YouTube https://youtu.be/bmo2zYLeuhc?t=504 || “Why Isn’t My Business Scaling?”
20 50 a month." And they can because they have the volume and I think that first one has to be like a beautifully choreographed experience because that first patient's the test run for them for you, right? They'll refer you one and we'll see what happens. First one, right? And so one, it's like Sandy's got

[8:48] YouTube https://youtu.be/bmo2zYLeuhc?t=521 || “Why Isn’t My Business Scaling?”
to be blown away, right? She's got to come back and be like, "Oh my god, that place was amazing." And then you also have to go back to the dock and be like, "We blew Sandy away, by the way." Um, and so I think you have to tackle it from both sides. Okay, that's what I would do. Getting into the ad side, you absolutely could do it and

[9:03] YouTube https://youtu.be/bmo2zYLeuhc?t=536 || “Why Isn’t My Business Scaling?”
we could walk through some, you know, whole strategy there. But I I if if we swap places, that's where I would be focused. If you were going to try to expand into other major metros in the next 18 months, Yeah. Would you would you have the B TOC sorted out before you went to the next market or would you

[9:19] YouTube https://youtu.be/bmo2zYLeuhc?t=552 || “Why Isn’t My Business Scaling?”
honestly no. If I crush my B2B play, then I just run my B2B playbook in the B2B playbook in the new market. Like once I find something that works, I just want to just do more. Yeah. Pillage. Right on. Thank you. Yeah. No, you bet. Now, if you if there's no way to do that integration, which there always is, but if for some

[9:36] YouTube https://youtu.be/bmo2zYLeuhc?t=569 || “Why Isn’t My Business Scaling?”
reason you're have limited beliefs throughout the world, what you can do is basically you have to pay affiliate managers to consistently kind of they're kind of like account reps and so they manage the relationship with the affiliates to remind them that you exist and remind them to promote your stuff.

[9:47] YouTube https://youtu.be/bmo2zYLeuhc?t=580 || “Why Isn’t My Business Scaling?”
And so, if you have a handful of good affiliates, they can be worth their weight in gold because each of these business owners is is advertising on your behalf. And so if he has 200 businesses, which is what he said, imagine harnessing the horsepower of 200 businesses of advertising and forcing it through one. Well, if you have that,

[10:05] YouTube https://youtu.be/bmo2zYLeuhc?t=598 || “Why Isn’t My Business Scaling?”
he's easily going to hit his $25 million in sales. He just needs to activate and better use the resources that he has at his disposal right now. And on top of that, he's already really profitable. We know the model works. We just have to do more of it. So if you've hit a revenue ceiling or your entire business relies

[10:19] YouTube https://youtu.be/bmo2zYLeuhc?t=612 || “Why Isn’t My Business Scaling?”
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.


VIDEO
TITLE: Helping a $3.3M SaaS Business Fix 66% Weekly Churn
URL: https://youtu.be/bxnaIwzAC-M
PRIMARY_TOPIC: scaling
TOPICS: scaling, retention-churn, offers, scaling

[0:00] YouTube https://youtu.be/bxnaIwzAC-M?t=0 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
I started my business around two years ago. I quit my job to go all in and I even convinced my brother to quit his safe 9 toive job and join me. Okay. Thing is now that he and his wife want to start a family, but since we're working all day on our own little business, our own little baby, he just doesn't have enough time. So,

[0:17] YouTube https://youtu.be/bxnaIwzAC-M?t=10 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
I feel kind of bad and kind of responsible for that. So, I want to figure this out and grab this thing so you can do that. Um, so I have an AI SAS that helps real estate agents and photographers. Okay. We make we make 3.3 million a year. Okay. And we'd like to get to 10 million a year. Okay. But I think what's stopping me is my

[0:36] YouTube https://youtu.be/bxnaIwzAC-M?t=29 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
churn. Like every week I get 150 subscribers, but I lose like a 100red or so. So, okay. I think my business is going to stop growing and even decline in the off season. Yeah. That's what I'm about. All right. So, walk me through onboarding right now. Onboarding? Yeah. So the funnel right now is you can sign up with no credit

[0:57] YouTube https://youtu.be/bxnaIwzAC-M?t=50 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
card. Um onboarding is we just implemented this last week but we have an onboarding checklist. Okay. So have videos and steps on how to you know activate and stuff. Um and then we have product tours and stuff that lets you go through the platform, make your first video, edit some photos. Yeah. And get value as soon as possible.

[1:16] YouTube https://youtu.be/bxnaIwzAC-M?t=69 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
Okay. And so you're getting 150 a week. So that's 20-ish a day, right? Roughly. Yeah. Okay. Okay. And do you have any human that is involved in the onboarding right now? No. What's the price point? We sell our most basic package is 60 bucks a month and we also sell for like 360 for the year. So we try to do

[1:38] YouTube https://youtu.be/bxnaIwzAC-M?t=91 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
annuals as much as possible to reduce. Got it. So what we need to So what are the activation signals that you have determined so far? Right now the main product is photo video. So the main thing is going to be creating your first video within your first seven days. And then another one is editing photos like AI virtual staging

[1:56] YouTube https://youtu.be/bxnaIwzAC-M?t=109 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
and stuff like that. Um we just pulled the data around 50% make their first video in the first week but only 10% edit their first photo. Okay. So we're trying to increase those activation rates. Okay. But does making your first video correlate to them sticking? Um I believe so. Yeah. Double check, but

[2:16] YouTube https://youtu.be/bxnaIwzAC-M?t=129 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
make sure you know that. Right. And do you have the the metrics on um people who edit it? You say it was 10%. Um that's a separate action. And so we might discover I I'm going to bet there's three things here. Number one is who is the actual customer. So like of of the people who are signing up for this, number one is who is

[2:36] YouTube https://youtu.be/bxnaIwzAC-M?t=149 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
buying. Number two is what are they doing? So we have make your first video, use the editing, and what like what source are they coming from? Who are they? Okay, so that's kind of four different variables that are going to affect which one has the highest conversion rate in LTV. And so I think the vast majority of what is missing

[2:54] YouTube https://youtu.be/bxnaIwzAC-M?t=167 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
right now is I think you should be doing more hands-on onboarding because the onboarding checklist right now is that all automated like a it's like a workflow. Yeah. Yeah. It's just a a UI dashboard thing. So we have we're trying to do maybe some weekly trainings or something like that to help with onboarding. But

[3:11] YouTube https://youtu.be/bxnaIwzAC-M?t=184 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
let me let me try and like we need to we need to atomic bomb this and get out of the like this isn't scalable mindset for the short term and then we'll make it scalable long term. So I would like you to do I mean real world like to start two onboardings a day one in the morning one at night and when they sign up you

[3:30] YouTube https://youtu.be/bxnaIwzAC-M?t=203 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
book them for the onboarding automatically so that you can talk to these customers and then manually walk them through. I guarantee your onboarding checklist is going to change as soon you actually go over their shoulder and watch them do it because you'll also see the friction in your process, right? Um but you'll also have

[3:44] YouTube https://youtu.be/bxnaIwzAC-M?t=217 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
such you'll have way more buy in and you can usually handle the entire onboarding in 20 minutes uh whereas they're trying to like you know suffer their way through it. Does that make sense? Yeah. Yeah. So just to clarify, would this be like um a group onboarding every day like twice a day or like Yeah. Well, okay. So

[4:02] YouTube https://youtu.be/bxnaIwzAC-M?t=235 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
group a group zoom onboarding your brother can do one you can do the other whatever um that's number one number two is you need to segment the data by channel number one number two by avatar which I'm going to guess there's some discriminating criteria that you can figure out which is probably like how

[4:19] YouTube https://youtu.be/bxnaIwzAC-M?t=252 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
many houses did you sell last year or how many houses did you sell this year that's going to be that probably be my biggest signal guess um and then we have what are they from an action perspective which is we have those two actions that we know so far which is video and editing. And so our what we're going to try and find because

[4:36] YouTube https://youtu.be/bxnaIwzAC-M?t=269 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
we might find out that people from a specific channel suck and we might find out that one specific avatar is the only avatar and they stay and the LTV of that customer might be a thousand. Right. Great. And so then what we'll do because we just need this data basically there's only two things that we can do right now

[4:53] YouTube https://youtu.be/bxnaIwzAC-M?t=286 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
and then as soon as we have that data there's a hundred other things we can do but this is like the constraint right now. So yeah, we're doing the Zoom onboarding so that you can short-term get more data and probably decrease churn just because inerson onboarding is going to do better. Number two, when

[5:07] YouTube https://youtu.be/bxnaIwzAC-M?t=300 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
you're doing those inerson onboardings, you can be able to witness the process flows and I guarantee you'll be able to remove friction from that process to get it to happen faster and make sure they're doing both those steps. Number three is that once we have uh the inbound data, you'll be able to see

[5:21] YouTube https://youtu.be/bxnaIwzAC-M?t=314 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
which avatars are the highest converting and the channels. And then all of that data then routes back into the front end which is our messaging is to target this specific avatar on this specific channel and then when they come in we we do the Zoom onboarding and make sure that every single person passes go and checks the

[5:37] YouTube https://youtu.be/bxnaIwzAC-M?t=330 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
boxes. Okay. Okay, that makes sense. I think one thing that I'm thinking about right now is the main reason a lot of people churn is because they only have like four houses a year, right? So they just don't need this every month. So, I guess you're saying like the ads would map exactly just like, hey, not screw those

[5:55] YouTube https://youtu.be/bxnaIwzAC-M?t=348 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
guys, but let's go for like the teams or 200 houses a year or photographers or something. I mean, teams is a great idea. Um, also, if you know that, let's say it's four houses a year minimum. Let's say that's the number. Um, two options for you. Option one is you can just make everyone do annual. And I would say here's why.

[6:10] YouTube https://youtu.be/bxnaIwzAC-M?t=363 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
Or if you know if let's say four houses a year is the minimum, which is one house a quarter, then you can just bill quarterly. So, I would say like you have quarterly billing and you have annual billing. Mhm. Does that make sense? Sure. Because it because we want the value cycle to be aligned with the billing

[6:25] YouTube https://youtu.be/bxnaIwzAC-M?t=378 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
cycle. Yeah. I think after we added the annual option around 40 to 50% of people take that now, which is a huge bump, but yeah. I mean, it's it's buy six, get six, right? Yeah. Roughly. Yeah. Um I'd be curious to see what happens if you remove the monthly and only have annual. Me too. Me too. It's scary.

[6:45] YouTube https://youtu.be/bxnaIwzAC-M?t=398 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
I mean, it's an easy test, man. you can write in, you know, a week and find out. It's not like you're you're I mean, that's actually the easiest test in the world because it's not like you're even changing your price. You're just removing an option. True. Okay. So, let me recap this. Number one, Zoom group onboarding.

[7:04] YouTube https://youtu.be/bxnaIwzAC-M?t=417 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
Number two, activation points on that onboarding, which is going to be video and editing. Get that done in 20 minutes and remove friction from the process. Three, get the data of channel and avatar to see which ones of these have the highest conversion. And and since you won't be able to wait to see churn because so

[7:21] YouTube https://youtu.be/bxnaIwzAC-M?t=434 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
many people are going to be annual, you have to just check, are they checking both these boxes? And then uh number four, I would test the annual only. But once you see it, even if annual only is the winner, I like keeping monthly there because it keeps you honest. And then basically once you truly solve churn on

[7:38] YouTube https://youtu.be/bxnaIwzAC-M?t=451 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
monthly because it gives you a much faster feedback loop then you you basically can push everyone to annual because then the economics are better. Does that make sense? Right. Right. So we keep the monthly because we need the signal. Yeah. For short term and then longterm to fix the product. Yeah. And I wouldn't

[7:56] YouTube https://youtu.be/bxnaIwzAC-M?t=469 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
even try to like I wouldn't try and scale past where you're at right now until you fix this and then scaling will simply occur because even if you don't change your front end if you cut your turn by, you know, two/ird the business will triple. That gets you to 10. True. Yeah, definitely. Rock and roll.

[8:12] YouTube https://youtu.be/bxnaIwzAC-M?t=485 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
Rock and roll, man. I'll try that out. And then just one more thing on booking the onboarding call. Like what does that flow actually look like? Is it like a button in the UI? Is it like an email that says book your on? Oh, dude, it's an atomic bomb. I mean, we're going to text, we're going to call, we're going to email. In the

[8:28] YouTube https://youtu.be/bxnaIwzAC-M?t=501 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
actual flow itself is your next step is book your onboarding call. We've got two a day. They're with a real person. Uh, so we actually get you the most out of this thing. Okay. 100%. I'm going to try that out. Appreciate you and good luck to your brother. Thanks so much, man. Have a good one. You bet. Bye.

[8:46] YouTube https://youtu.be/bxnaIwzAC-M?t=519 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
Bye. 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

[9:01] YouTube https://youtu.be/bxnaIwzAC-M?t=534 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
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

[9:14] YouTube https://youtu.be/bxnaIwzAC-M?t=547 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
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,

[9:27] YouTube https://youtu.be/bxnaIwzAC-M?t=560 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
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

[9:41] YouTube https://youtu.be/bxnaIwzAC-M?t=574 || Helping a $3.3M SaaS Business Fix 66% Weekly Churn
and we'll do this in person live.


VIDEO
TITLE: Doing Everything Is Keeping You Stuck
URL: https://youtu.be/co3zonXzntI
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/co3zonXzntI?t=0 || Doing Everything Is Keeping You Stuck
I sell professional book publishing services to entrepreneurs and executives. We do a million dollars in revenue. I would like to be at 3.2 million in revenue. Very precise. And I just turned 32. So yeah, it's my favorite number. This is the best This is the best explanation for a revenue goal I've ever

[0:16] YouTube https://youtu.be/co3zonXzntI?t=9 || Doing Everything Is Keeping You Stuck
had. That's great. What's stopping me is I'm at the stage where I need to make more money before thinking about other things. And the challenge I'm facing is a lot of things have worked for us up to this point, but I need to know what to I need clarity around what to do more of. So what's the input? So what's the thing

[0:32] YouTube https://youtu.be/co3zonXzntI?t=25 || Doing Everything Is Keeping You Stuck
that drives the business? The the biggest thing that drives the business right now is referrals. Okay. The second biggest thing is related to organic in the form of speaking, social media, and guest coaching. And then we have a split between cold email outbound and Facebook ads. You're doing all the acquisition

[0:50] YouTube https://youtu.be/co3zonXzntI?t=43 || Doing Everything Is Keeping You Stuck
channels. all of them. And we didn't even mean to do all of them. We just kind of tried them all and they all seemed to work enough. What's the greatest percentage of your customers? What channel they come from? The greatest percentage of the customers be after referrals would be organic. Okay. Um and that's now you you put that

[1:04] YouTube https://youtu.be/co3zonXzntI?t=57 || Doing Everything Is Keeping You Stuck
both in organic content but also like speaking and things like that. Okay. How many speaking things are you doing on like a monthly basis? It's about one per year last year. Okay. So I have an idea. Um, so I would I would ask the question like how like I think I might have told this in a short but a

[1:21] YouTube https://youtu.be/co3zonXzntI?t=74 || Doing Everything Is Keeping You Stuck
really close friend of mine um he took over uh real which is a publicly traded um real estate brokerage. Their primary way of getting more agents is him speaking at real estate events and so in Q4 he did 66 speeches and um in 24 months he took from 200 million to 1.2 billion in revenue and so he's doing you

[1:41] YouTube https://youtu.be/co3zonXzntI?t=94 || Doing Everything Is Keeping You Stuck
know 270 plus events per year uh in person. We were having dinner and he was like, "No one gets it." He was like, "No one understands how much more we do than them." And I'm I'm I'm only telling the story not to make hopefully it comes across the right way. Um because I think you just you like if if

[2:01] YouTube https://youtu.be/co3zonXzntI?t=114 || Doing Everything Is Keeping You Stuck
and I'm guessing if that event generated business for you. Yeah. I mean, every time I speak, we make a significant amount. Well, yeah. So, I'd be like, let's like how do we go from, you know, one a year to one a week and start there. just like target 50 next year. And so he rightly identified that he simply needed to do more. The

[2:18] YouTube https://youtu.be/co3zonXzntI?t=131 || Doing Everything Is Keeping You Stuck
next natural question I was going to be asking is like what are all the ways to get customers? Which he obviously answered. And so then it was like, okay, the next follow-up question I'm thinking is where do we have the most leverage? So either that's going to be which thing is taking you the least amount of time

[2:30] YouTube https://youtu.be/co3zonXzntI?t=143 || Doing Everything Is Keeping You Stuck
that makes you most amount of money? Uh or which one's the thing that cost you the least amount of money that makes you most money? So it's either time leverage or it's money leverage or both. Now the fact that he said I always make a bunch of money after I speak. I was like, okay, that's a positive indicator. And

[2:43] YouTube https://youtu.be/co3zonXzntI?t=156 || Doing Everything Is Keeping You Stuck
as soon as he said, "I only do one speaking event a year," I was like, "I don't need to know anymore." Like, if you're getting if if that's a significant amount of revenue and it's one day once a year, like I see that and think, okay, well, we could 50x the business if we just did 50 of those. And so then the the constraint then becomes,

[2:58] YouTube https://youtu.be/co3zonXzntI?t=171 || Doing Everything Is Keeping You Stuck
okay, how do I get booked on these stages? But then that's you follow the same core for you do the outreach, you post cont, and then you reach out to people to find out. And sometimes you have to pay to be on the stages, sometimes you get a booth, and then they'll give you a speaking slot. There's always ways to get on if you

[3:10] YouTube https://youtu.be/co3zonXzntI?t=183 || Doing Everything Is Keeping You Stuck
need to. 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 days with you to identify the thing that's holding your business back. And so, if that sounds

[3:24] YouTube https://youtu.be/co3zonXzntI?t=197 || Doing Everything Is Keeping You Stuck
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 Software Company Scale
URL: https://youtu.be/cuNT2fjRrnE
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/cuNT2fjRrnE?t=0 || Helping a Software Company Scale
I own a software development company and uh so the offer is we build apps in 100 days or less and we attract a lot of non-technical founders. Yeah. What we're going through is we hit our timelines inside a budget at extremely high high rate but people don't know what they don't know. Sure. And by the time they're done building

[0:20] YouTube https://youtu.be/cuNT2fjRrnE?t=13 || Helping a Software Company Scale
the software, they're like done. I call it SAS fatigue. Yeah. Sure. Because it's just really hard. But I don't think education's the answer because I don't want to be an education company and they wouldn't buy it from me anyway because they don't know they need it. So my question is how can I make it

[0:37] YouTube https://youtu.be/cuNT2fjRrnE?t=30 || Helping a Software Company Scale
they're fine with us at the end. They're just kind of like fatigued and unexcited by the time it's time for launch. How can I just make their experience better? Yeah, that's the question. I think it's um kind of the h like you have a massive hidden cost business which is they they sign up and they don't know how much

[0:56] YouTube https://youtu.be/cuNT2fjRrnE?t=49 || Helping a Software Company Scale
cost is going to be associated with it. So either higher expectations up front of what they have to do or more pre-work on our side so that it's more magical for them that this thing appears the way they want it to be. Um, but fundamentally if everyone is like I'm assuming that you have to drag them across the finish line to get

[1:13] YouTube https://youtu.be/cuNT2fjRrnE?t=66 || Helping a Software Company Scale
everything done in 100 days and that's why they're yes exhausted and they can think well if this is what it is for 100 days I don't want to do this for the rest of my life. I want to kill myself instead. Uh, right. No, I'm just being real. And so um you may find out that uh like you may be able to offer like 100 or 200

[1:30] YouTube https://youtu.be/cuNT2fjRrnE?t=83 || Helping a Software Company Scale
days. So it's like 100 days you're going to hate me at the end of this. It's going to be miserable. Or 200 days it's going to be way more like manageable for you. And this is what most people end up doing because the worst thing that can happen is that we get to the finish line and you don't even want to see this

[1:43] YouTube https://youtu.be/cuNT2fjRrnE?t=96 || Helping a Software Company Scale
thing again. Okay. Thank you. Yeah, that's great. Thank you. Yeah, 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 hours of us looking over all the portfolio companies we've had

[2:00] YouTube https://youtu.be/cuNT2fjRrnE?t=113 || Helping a Software Company Scale
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,

[2:14] YouTube https://youtu.be/cuNT2fjRrnE?t=127 || Helping a Software Company Scale
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.

[2:27] YouTube https://youtu.be/cuNT2fjRrnE?t=140 || Helping a Software Company Scale
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

[2:42] YouTube https://youtu.be/cuNT2fjRrnE?t=155 || Helping a Software Company Scale
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping an $11M Legal Services Business Get to $25M
URL: https://youtu.be/dmJopOfu3zE
PRIMARY_TOPIC: scaling
TOPICS: scaling, ads, leads, hiring, scaling

[0:00] YouTube https://youtu.be/dmJopOfu3zE?t=0 || Helping an $11M Legal Services Business Get to $25M
I set up asset protection trust to people in lawsuits protect their money and in lawsuits actively. Yeah. Well, there you go. Or before. Yeah. And uh we do 11 million in revenue and I'd like to be at 25. Okay. And I think uh two things. One, the ad the pay-per-click costs are through the roof eating up a lot of the profit. And

[0:21] YouTube https://youtu.be/dmJopOfu3zE?t=14 || Helping an $11M Legal Services Business Get to $25M
two, uh finding people who really can sell and understand legal concepts. Both super common. Yeah. Okay. So, those are two separate problems. Yeah. Um, which one's the bigger problem? Currently, it's the ad costs are going through the roof. Just PPC. Yeah, PPC. Well, I mean, if you're bidding for those terms, the only way to win because

[0:51] YouTube https://youtu.be/dmJopOfu3zE?t=44 || Helping an $11M Legal Services Business Get to $25M
it's an auction is going to be you increasing LTV. But I'm guessing I mean, I'm guessing you're selling relatively expensive packages. We are. Yeah. So, I don't know how much room they have there. Um, so I would probably if if I wanted to s solve, you know, the acquisition problem, I would probably be

[1:06] YouTube https://youtu.be/dmJopOfu3zE?t=59 || Helping an $11M Legal Services Business Get to $25M
looking at another paid ad, you know, way of running ads. So, PPC for everyone here, typically uh pretty good returns, very consistent. It's really nice because once you set it, you can kind of forget it kind of. Um, well, definitely compared to social ads that are interruption based, you have to refresh all the time. But I

[1:24] YouTube https://youtu.be/dmJopOfu3zE?t=77 || Helping an $11M Legal Services Business Get to $25M
think that may be actually the next thing though is that I think you might have to look at interruption based uh paid ads rather than uh inbound intent based. Yeah. Because honestly the only other thing you could really do is just start going top of funnel more because if you what percentage is people who are in lawsuits

[1:39] YouTube https://youtu.be/dmJopOfu3zE?t=92 || Helping an $11M Legal Services Business Get to $25M
versus people who are not in lawsuits about 50/50. Okay. Yeah. So then I would I would imagine that where your growth will come is from the people who are not in lawsuits because there's way more people there than in lawsuits. True. PPC is going to be intent redhot pain. They're going to come in. and they'll

[1:53] YouTube https://youtu.be/dmJopOfu3zE?t=106 || Helping an $11M Legal Services Business Get to $25M
buy quickly. Um whereas the people who are preventative obviously take a little bit more education. That's where it's actually very similar to the financing thing I was saying earlier. Uh where pushing to either virtual or in person events, giving away lots of information, right? Um for selling more complex products, uh

[2:08] YouTube https://youtu.be/dmJopOfu3zE?t=121 || Helping an $11M Legal Services Business Get to $25M
tends to do really really well in your space. And so I would probably go social ads to workshop virtual or in person. Yeah. Um and then sell from there into your into your stuff. That would probably be my strategy if I if you wanted to get to 25 because I don't think I mean can you you probably can't increase your your

[2:28] YouTube https://youtu.be/dmJopOfu3zE?t=141 || Helping an $11M Legal Services Business Get to $25M
spend on PBC that much more anyways. True. Like like webinars, things like that. Okay, cool. Yeah. So, you can do them virtually or you can do them in person if you want. Cool. Yeah, because if you do it in person, where are you out of? Uh Florida. Florida. Yeah. I mean, you could probably run a 50 mile radius in Florida

[2:43] YouTube https://youtu.be/dmJopOfu3zE?t=156 || Helping an $11M Legal Services Business Get to $25M
and do an inerson one and people still show. Yeah. So, like that would be that would be like a because it's much easier to get people to it's it's a very easy funnel for in person if you're local. Like it's literally just lead genen, call, schedule, remind the hell out of them, expect 20 25% to show up

[3:00] YouTube https://youtu.be/dmJopOfu3zE?t=173 || Helping an $11M Legal Services Business Get to $25M
um of your leads, 20 call it. Um and then from there, you'll close a third of the room. Great. That's I mean, that's a very simple model. So, I'd probably start there and then as you kind of like get more familiar with it, get the pitch down, etc., Then you can go online and then do the nation. Great.

[3:17] YouTube https://youtu.be/dmJopOfu3zE?t=190 || Helping an $11M Legal Services Business Get to $25M
Does that help? Thanks. 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 basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[3:33] YouTube https://youtu.be/dmJopOfu3zE?t=206 || Helping an $11M Legal Services Business Get to $25M
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, what to do for each of functions of the

[3:46] YouTube https://youtu.be/dmJopOfu3zE?t=219 || Helping an $11M Legal Services Business Get to $25M
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,

[4:00] YouTube https://youtu.be/dmJopOfu3zE?t=233 || Helping an $11M Legal Services Business Get to $25M
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, and if we can, we'll invite you out to

[4:13] YouTube https://youtu.be/dmJopOfu3zE?t=246 || Helping an $11M Legal Services Business Get to $25M
Vegas and we'll do this in person live.


VIDEO
TITLE: Helping a $150K/Mo Coaching Business 100x to $15M/Mo
URL: https://youtu.be/e-MnBsbgxeo
PRIMARY_TOPIC: scaling
TOPICS: scaling, ads, closing, scaling, offers

[0:00] YouTube https://youtu.be/e-MnBsbgxeo?t=0 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
So, okay. So, my co-founder Chris Bumstead and I built Standard uh for men to attack comfort and low standards head-on through our transformational online coaching. We allow men whose bottleneck to their success is their body the opportunity to earn selfmastery and transform their bodies within our fourstep success

[0:20] YouTube https://youtu.be/e-MnBsbgxeo?t=13 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
guaranteed system. We're at 150k MR. We want to scale to 15 mil MR in the next 3 years. We've produced thousands of transformations and worked with 100 plus pro athletes, but we are demand constrained. You want to get to 15 million a month. Is that all it was? Okay. Yep. So, get to 15 million a month. All

[0:42] YouTube https://youtu.be/e-MnBsbgxeo?t=35 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
right. Okay. So, what's that? So, it's a uh a 10x is 1.5. 100x is 15 million. Okay. So, we need 100x. So, what how many uh sales per month is it right now? What's the price point? Yeah. So, right now, uh, main thing we push towards is a 15K PIFF. Okay. All inclusive Telamemed with, uh, one-on-one coaching,

[1:05] YouTube https://youtu.be/e-MnBsbgxeo?t=58 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
master, the whole shebang. Obviously, we can scale the price, but this is just initially where we're at. Yeah. So, you're selling 10 per month at that price. Is that correct? Uh, yeah, just about. Okay. 10 per month at 15. Okay. What's the funnel right now? uh meta ad into VSSL page uh with an application sales kick utilized to

[1:25] YouTube https://youtu.be/e-MnBsbgxeo?t=78 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
financially qualify setter doing manual touch points into a one sale close. So ads, VSSL, application, qualify, SDR or no there. So the the touch point, tell me about that. Like is that a phone call or is that uh so so we actually first off shout out to your ACQ AI. That thing is disgusting. Thanks.

[1:49] YouTube https://youtu.be/e-MnBsbgxeo?t=102 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
Uh so completely re redid everything and will be implementing the whole double dial the uh the whole funnel system that that you talk about in all the sales processes. So the these metrics are off of what we used to do. We will be implementing what you kind of consider like best practice. Okay. So what were the metrics that like

[2:07] YouTube https://youtu.be/e-MnBsbgxeo?t=120 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
what was CAC before this? Yeah. So okay so uh daily ad spend 1300 we were a 3500 CAC AOV about 12K. Uh upfront cash collected rorowaz 5.4 and rev rorowaz 7.8 over the last quarter. But but caveat, it was extremely inconsistent. Three weeks of like just not there and then a single week of like randomly hitting

[2:33] YouTube https://youtu.be/e-MnBsbgxeo?t=146 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
good. Um that the last piece that I'll add is that was in utilizing payment processors such as to where they take which I mean it's nice for scaling. It's nice to get cash, but I don't know if it's a long-term move. Mhm. Oh, you mean you had a BNPL option? Buy now pay later type thing financing. Yeah. Yeah.

[2:51] YouTube https://youtu.be/e-MnBsbgxeo?t=164 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
Um okay, so a couple things. So the the ads themselves who who are in the ads? Uh Chris predominantly from a cultural standpoint and then myself funnel is what we're going for. I'm like he's not going to be the salesy person. I'm Yeah. And then VSSL is shared between the two of us to show the the correlation

[3:11] YouTube https://youtu.be/e-MnBsbgxeo?t=184 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
and co-ownership. Got it. Okay. So I'll say this. I think the spend might be too low which is what basically insufficient volume feels like volatility. Hm. Because like if you think about it, like if you have $3,500 CAC and you're spending $1,300 a day, you're going to get one sale every 3 days, it feels very

[3:31] YouTube https://youtu.be/e-MnBsbgxeo?t=204 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
lumpy. And if for some reason you don't have a sale every 3 days and it just means you have nothing for six and then you have two in a day, right? It's still the same percentage, but it feels like nothing's happening. And so when you have higher price point stuff, uh, and CAC is higher, you need daily spend to

[3:46] YouTube https://youtu.be/e-MnBsbgxeo?t=219 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
be significantly higher, which is then going to create the second problem, which is you're going to not have enough creative, uh, to fill the funnel. Normally, I would say we'd want more top offunnel stuff, but given the size of Seabbum's audience and brand, I don't think I think I don't think he needs

[3:58] YouTube https://youtu.be/e-MnBsbgxeo?t=231 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
more recognition. Um, but you will need more creative. Or sorry, go ahead. Go ahead. How how many pieces of creative um are are you are you like basically making um per day that you're launching? Last quarter, not as consistent as we'd like. running into five new creatives for myself and five new creatives for

[4:21] YouTube https://youtu.be/e-MnBsbgxeo?t=254 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
Chris per day. Oh, per week. Yeah. So, with your spend volume, like I would like to see like I don't know. I mean, kind of like a lot, man. Um, like to put this in context, 100x, we're talking 100x. Yeah, it's a lot more. Um, so put it in context, like we put out 250 new ads per day. Mhm. Um, now our spend's higher, right? But

[4:51] YouTube https://youtu.be/e-MnBsbgxeo?t=284 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
if we're at, you know, even a 100 times spend at 100,000 a day, we'd still have sign like you're you're putting out five per week, we're putting at 250 per day times 7, we're at 1,500 per week and you're at five. And so the volume difference is is dramatic, right? And so I would say like the first thing is number one uh ads

[5:12] YouTube https://youtu.be/e-MnBsbgxeo?t=305 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
have to go from five per week to probably closer to like 100 as like kind of a baseline in terms of volume. Number one. Um number two I think we need to increase spend from you're spending was it 1300 a day? Yep. I would like to spend 5,000 a day. No, you're at 150 uh a month. So, I probably I probably want to increase spend at le

[5:38] YouTube https://youtu.be/e-MnBsbgxeo?t=331 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
I want to get to at least CAC, right? Just so you know where I'm thinking with this. It's like, can we spend 3,600 a day? Um because at 3,600 a day, that means we can get one customer a day with our existing, right? Yeah. That's that's just from a from a from a a perspective change. Um number three,

[5:58] YouTube https://youtu.be/e-MnBsbgxeo?t=351 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
uh what's the conversion on the funnel? So, we've got um Yeah. Yeah. Like walk me through like some of the stats here. Like where's the big drop off? Yeah. So we're CTR uh8% 350 per quality. 8. Mhm. That's low. Especially with Chris's brand. Yep. What's the offer? Uh so so that's again, shout out to your

[6:25] YouTube https://youtu.be/e-MnBsbgxeo?t=378 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
your AI. We have that solidified now. Prior did not have it solidified. Okay. Uh but but where we're at right now, it is a uh six it's so basically it's like get abs in a year and completely change life with our system. Otherwise like we'll coach you for an additional 3 months free. Okay. What's the new offer?

[6:45] YouTube https://youtu.be/e-MnBsbgxeo?t=398 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
That that's the new That's the new one. Okay. Got it. Okay. And the old offer was what? Come in and work with us. Okay. Yeah. That's I was like six pack in a year is actually pretty believable. I actually really like that. So well so our norm is 2 and a half% every four weeks. So it's like someone could

[6:59] YouTube https://youtu.be/e-MnBsbgxeo?t=412 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
be 45% body fat and get down to 10 in a year. And we have an incredible coaching system and an incredible accountability and like tracking data system. So like we we can do a conditional guarantee very easily. Yeah. So but yeah, that's the new system. Okay. And the the 15 pages includes everything all the telemet already built

[7:19] YouTube https://youtu.be/e-MnBsbgxeo?t=432 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
in. Correct. Okay. Got it. So number one go from five ads a week to 100 ads a week. And you can do a blend of statics and video there. And the way that I would get more video is again like it's just you walk in with an iPhone, take the best winners, put it on a teleprompter app so you can just see all your hooks and just

[7:37] YouTube https://youtu.be/e-MnBsbgxeo?t=450 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
just walk and talk, right? Click click click click click. Like in an hour you should be able to get 20 30 ads. All right? If you and Sebum do this, it's like there's 60. And then you can take the best performing those take those put those as static words with images of Sebum obviously cuz that takes him no

[7:51] YouTube https://youtu.be/e-MnBsbgxeo?t=464 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
time. Um so that's how you can get to 100. And once you find winning hooks, you basically just keep reusing the hooks and just tweaking the meat a little bit and changing the background. That's one. Two, increase the spend ideally to CAC, which would be 3600 or 3500 right now, uh, per day. I know that

[8:06] YouTube https://youtu.be/e-MnBsbgxeo?t=479 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
feels a little bit gutsy, but you already have a proven model. Uh, and that's with all the steps not optimized, right? We're going to optimize the steps. Um, the front-end offer, you're going to change. I like the six-pack in a year, especially with his brand. It feels very believable. And then on the

[8:19] YouTube https://youtu.be/e-MnBsbgxeo?t=492 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
um where are you optimizing the pixel from a from a advertising perspective? Uh so so other than the media buyers just looking at like the outcome of did someone buy or not? They are feeding information back into it based on one closes if that's what you're asking. So closes because you don't you're not

[8:37] YouTube https://youtu.be/e-MnBsbgxeo?t=510 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
going to have enough volume. I mean it's good to have it but it's not going to be enough of a signal to the pixel. Like you want something that you can get like a thousand on. Um, and so I would look at probably the application step would be the step that I would try and optimize around. And on the application,

[8:51] YouTube https://youtu.be/e-MnBsbgxeo?t=524 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
have a different thank you page for unqualified versus qualified, which is probably be a huge percentage of the traffic anyways. Yep. And then just make sure the pixel is on the qualified only thank you page. Yeah. Okay. May May I May I ask this the last question? If you were to try to do this in half the time,

[9:07] YouTube https://youtu.be/e-MnBsbgxeo?t=540 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
what would be the single thing that you would focus on the most? Uh, it's going to be volume of creative. I mean volume of creative and spend are the are the two basically that's what's going to explode the front end. Yeah. Like you need to spend more to get more get more at bats. Sure. To spend more efficiently, we need a

[9:25] YouTube https://youtu.be/e-MnBsbgxeo?t=558 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
better offer and better creative and that's what we just did. And then to make sure that we're actually getting served to the right audience the pixel on the correct qualified lead thank you page. Yeah. The rest of it seems fine. Like at least for like what can you fix right now? Do that first. Yeah. Okay. Rock and roll.

[9:42] YouTube https://youtu.be/e-MnBsbgxeo?t=575 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
Well, thank you, Alex. I appreciate you. You bet, dude. Appreciate you, man. Congrats. I'm glad the AI served you well. Yeah, sure. Appreciate it. All right. Talk to you, man. 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

[9:58] YouTube https://youtu.be/e-MnBsbgxeo?t=591 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
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 in these 10 stages and we made this little kind of quiz thing where if

[10:12] YouTube https://youtu.be/e-MnBsbgxeo?t=605 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
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,

[10:24] YouTube https://youtu.be/e-MnBsbgxeo?t=617 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
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

[10:38] YouTube https://youtu.be/e-MnBsbgxeo?t=631 || Helping a $150K/Mo Coaching Business 100x to $15M/Mo
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 Course Business Scale
URL: https://youtu.be/fOPhKzYZPGU
PRIMARY_TOPIC: scaling
TOPICS: scaling, pricing, community, retention-churn, offers

[0:00] YouTube https://youtu.be/fOPhKzYZPGU?t=0 || Helping a Course Business Scale
So, I'm going from a $2,500 eightweek course to a $5,000 annual three of them. Both told me to do, so we're doing it. Uh, annual subscription. Yeah. Comes with the same course, but now it has a community. Yeah. Should I just launch with that offer or should I have a downell and an upsell? I would just launch with that.

[0:22] YouTube https://youtu.be/fOPhKzYZPGU?t=15 || Helping a Course Business Scale
Keep it simple. And then just test that out and see if I want to add something later. Yep. Cool. Yeah, just keep it simple. Just jam as many people into that as you can and then just work on the retention piece. So, if you're are you familiar with YPO, like young professionals organization? Yeah. So, um there are only a handful of

[0:42] YouTube https://youtu.be/fOPhKzYZPGU?t=35 || Helping a Course Business Scale
networks that I think have done it really well. Um I think Chief for a minute was and then they kind of like lowered the bar. And so, one of the really hard parts about building a network is it's all about the quality of the per of the of the network unsurprisingly. And so like Harvard maintains its reputation not because it

[0:58] YouTube https://youtu.be/fOPhKzYZPGU?t=51 || Helping a Course Business Scale
can collect $60,000 a year from people, but because they turn down 91%. And so what if you want to build it into a really enduring business, it's about making it into the best networking community for advertisers so that it's like long over the long term you build the brand into something that people

[1:16] YouTube https://youtu.be/fOPhKzYZPGU?t=69 || Helping a Course Business Scale
aspire to get that gold star next to so that they can put it on their resume and they're like, I'm part of this association. And then people know who hire again long term that this is uh this is something that has gravitas. Short term you can just sell and make money. Don't get me wrong. I'm just saying that if you wanted to build this

[1:32] YouTube https://youtu.be/fOPhKzYZPGU?t=85 || Helping a Course Business Scale
into like a big thing that's that's the the path. Is there anything you would do to make it feel more exclusive and more hard turn people down. Just being real. Like everything of exclusivity comes down to who you choose to not take money from. like you can't be exclusive and also accept all all forms of payment.

[1:54] YouTube https://youtu.be/fOPhKzYZPGU?t=107 || Helping a Course Business Scale
And that's the hardest part. It's that's that's why that's why most people can't do it because it takes it takes a way longer time horizon. And I don't know if I don't know if that's if you want to do that like because the thing is is like you can not have that horizon just know how to market and sell and make 10

[2:07] YouTube https://youtu.be/fOPhKzYZPGU?t=120 || Helping a Course Business Scale
million bucks a year. And so for a lot of people it's like I'm good with that. And so you can do that, but if you want to build a household brand and like re basically the thing is you have the track record that it's actually in the carts for you. Most people can't because they didn't run the most successful ad campaign of all time.

[2:24] YouTube https://youtu.be/fOPhKzYZPGU?t=137 || Helping a Course Business Scale
And so like that's something that you know if I were if I were you, I'd be like, do I have the patience to build something over a decade? And if I do, then that would be something that I would consider. But if I was like, hey, if you're like, hey, Alex, how do I make more money? I'd say all that. just

[2:40] YouTube https://youtu.be/fOPhKzYZPGU?t=153 || Helping a Course Business Scale
run ads to that thing, hop on the phone, sell people the $5,000 year membership. Is it another way to do that? Just keep jacking up the price? Yeah, you can. I mean, the thing is that the the increase in price theoretically quote raises the bar, but it doesn't because think of like Harvard's expensive, but it's it's like there's a

[2:59] YouTube https://youtu.be/fOPhKzYZPGU?t=172 || Helping a Course Business Scale
price that gets a certain type of person there, but you still have to be able to turn people away. It's both. That's the tough part. All right. I look forward to your creatives being my first customer. 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

[3:18] YouTube https://youtu.be/fOPhKzYZPGU?t=191 || Helping a Course 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 in these 10 stages and we made

[3:32] YouTube https://youtu.be/fOPhKzYZPGU?t=205 || Helping a Course Business Scale
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

[3:45] YouTube https://youtu.be/fOPhKzYZPGU?t=218 || Helping a Course 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

[3:59] YouTube https://youtu.be/fOPhKzYZPGU?t=232 || Helping a Course Business Scale
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: How To Fix a 12 Month Ad Payback Period in SaaS
URL: https://youtu.be/febOPWm95Ls
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/febOPWm95Ls?t=0 || How To Fix a 12 Month Ad Payback Period in SaaS
I sell uh industry vertical software to coaches like executive coaches, life coaches. You sell software to coaches. Yeah. So it's an industry vertical run your business tool um payments scheduling, client calls. Yeah. Yeah. And we make a website for them also as part of it. So a theme that came up a lot this morning was how to scale low ticket SAS because it has been a struggle and I thought you might have some relevant

[0:26] YouTube https://youtu.be/febOPWm95Ls?t=19 || How To Fix a 12 Month Ad Payback Period in SaaS
experience uh with school. So, our price point is about $50 a month. We don't have anything higher or lower at this point. Um, our ad payback period is 12 months, which is impossible, right? Impossible and terrible. What has worked for scaling school? It's your vir So, what's your viral coefficient?

[0:51] YouTube https://youtu.be/febOPWm95Ls?t=44 || How To Fix a 12 Month Ad Payback Period in SaaS
Um, I mean, coaches, you know, know other coaches, hire other coaches. So, how many how many how many customers come to you every day and sign up for zero dollars? For zero dollars, we have about like 2,000 free trials a month, about like 6,000 leads a month that with no marketing. No, no, we do lots of marketing.

[1:12] YouTube https://youtu.be/febOPWm95Ls?t=65 || How To Fix a 12 Month Ad Payback Period in SaaS
Okay. So, if you did no marketing, how many customers would sign up? Uh, about half. Okay. Yeah. So, then your payback period on those is immediate. Mhm. So basically if you want to scale a low ticket software, it's all about virality. It has to be able to compound on its own based on word of mouth,

[1:30] YouTube https://youtu.be/febOPWm95Ls?t=83 || How To Fix a 12 Month Ad Payback Period in SaaS
quality of the product and and based on you know the the growth factors that you'll put into the actual software and customer experience. So like school obviously has once like you start a school community then you invite 200 people and then of those 200 people a couple of those people start school communities and they've invite 200 people and then it kind of continues onwards.

[1:44] YouTube https://youtu.be/febOPWm95Ls?t=97 || How To Fix a 12 Month Ad Payback Period in SaaS
Um and so that is what you have to solve for. Yeah. So, yeah. How do you do that fat? It's like we're doing that very slowly. How do you do that? How do you make that happen faster? It's a data question. Okay. So, basically what you do is you look at something called M12 retention. So, so month 12, right? So, you're like, okay, let's look at all of the people who have

[2:07] YouTube https://youtu.be/febOPWm95Ls?t=120 || How To Fix a 12 Month Ad Payback Period in SaaS
stayed for 12 months. Now, let's reverse that to the present today. What did these people do actions? And then what do they look like? demographics that increase the likelihood that that M12 retention occurs. And so when you do this correctly, you'll say, okay, if someone uh gets their site live, uh that 4xes the likelihood they make it to M12.

[2:37] YouTube https://youtu.be/febOPWm95Ls?t=150 || How To Fix a 12 Month Ad Payback Period in SaaS
If they uh add a custom URL to their site, it 8xes the likelihood they get to M12. So you'll basically rank order all of the things as they correlate to M12 retention. And then you'll say cool how do I build this into the c into the uh front-end onboarding flow so that I increase the likelihood these things occur and then it's like okay how do I decrease friction for each of these steps and so this a data problem first

[3:01] YouTube https://youtu.be/febOPWm95Ls?t=174 || How To Fix a 12 Month Ad Payback Period in SaaS
and then it becomes an engineering issue for how you do onboarding once you do that then basically the people who are coming in then it's like great now that we're not we're losing people now we can look at the basically virality of it which is how can we encourage people to you know bring more friends so like for face like growth

[3:17] YouTube https://youtu.be/febOPWm95Ls?t=190 || How To Fix a 12 Month Ad Payback Period in SaaS
in SAS looks like this, 100 people sign up. That's what growth looks like. You're like, "How does that look like growth?" These 50 people never leave. And then you just can't stop growing. That's how that's how it actually looks for growth. So would you reallocate? So now we're spending 30k a month on, you know, our super long payback period ads. Would you reallocate that to onboarding engineering?

[3:56] YouTube https://youtu.be/febOPWm95Ls?t=229 || How To Fix a 12 Month Ad Payback Period in SaaS
I like I actually don't think this is a money thing. Okay. This is a I have to do the math and have a good data engineer who can basically plot out looking at all customers and software. So you should be able to see what actions they're taking within the software. If you don't have that, then you have to get the tracking in place so that you can basically make the correlations based on the actions

[4:13] YouTube https://youtu.be/febOPWm95Ls?t=246 || How To Fix a 12 Month Ad Payback Period in SaaS
they've taken on the way in to M12. And if you're like, man, this sounds complex. It's like there's a reason that billion dollar companies don't get out of the sky. Yeah. It's hard. Yeah. But that's that's the reality of it. That's the real answer. And how do you think about So I imagine it would be similar with school. Most of our churn is just people being like, I didn't make any money coaching. I'm not

[4:32] YouTube https://youtu.be/febOPWm95Ls?t=265 || How To Fix a 12 Month Ad Payback Period in SaaS
coaching anymore. Should I think of that as a problem to be solved or something that's out of my control? Part of that's marketing. Okay, if you frame it as if you use your our software, you're going to make money. You will get people who if they don't make money, they will think that your software failed.

[4:46] YouTube https://youtu.be/febOPWm95Ls?t=279 || How To Fix a 12 Month Ad Payback Period in SaaS
If you say this is a thing that helps you build communities and you can build a community for free, then they were successful if they got 20 friends to do skateboarding in a online community. Yeah. Yeah. Okay. Thank you. Yeah. 5 minutes Congrats on the business. So,


VIDEO
TITLE: How to 3.5x a Service Business in 6 Months
URL: https://youtu.be/g-vU4ajbpvU
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, hiring, retention-churn

[0:00] YouTube https://youtu.be/g-vU4ajbpvU?t=0 || How to 3.5x a Service Business in 6 Months
So, uh, we met back in, uh, August and we had a conversation. At that point, I was at 20K. This month, I'm going to be doing 71K. Um, a nice a nice a nice three and a halfx in, uh, in six months. I'll take it. Yeah, not too bad. Um, yeah. So, we'll do uh on average right now, we're doing about 45K a month. the the challenge

[0:21] YouTube https://youtu.be/g-vU4ajbpvU?t=14 || How to 3.5x a Service Business in 6 Months
that I'm having right now is that I am I am doing everything like I am the main point of uh I'm a we help financial advisory businesses scale through uh client acquisition so meta ads is the main deliverable financial advisor agency consultant y okay got it problem um I'm the main point of failure so uh I

[0:47] YouTube https://youtu.be/g-vU4ajbpvU?t=40 || How to 3.5x a Service Business in 6 Months
don't have the systems or the processes for marketing uh sales or uh delivery. And so like right now I'm I'm fixing the delivery and I'm just trying to figure out how do I do this faster so I can make more money. Yeah. Love that. So right now if we were to double the amount of like can you get customers easily right now?

[1:09] YouTube https://youtu.be/g-vU4ajbpvU?t=62 || How to 3.5x a Service Business in 6 Months
Yeah. Okay. So getting customers not a problem. So the issue is delivering for the customers. Yeah. Yeah, like I haven't I haven't lost any coins, but if if I were to double it right now, I would definitely I would I would start not being able to service clients and they would start turnurning faster.

[1:25] YouTube https://youtu.be/g-vU4ajbpvU?t=78 || How to 3.5x a Service Business in 6 Months
Got it. So, what I would think of is step one is you need to think in workflows rather than roles. So, like what are all the things that must occur in order for the business to happen and value to be delivered. So, right now with a customer, there's probably some sort of communication cadence you have

[1:42] YouTube https://youtu.be/g-vU4ajbpvU?t=95 || How to 3.5x a Service Business in 6 Months
with them. There's probably something that you that's like I don't know individualized. There's probably some sort of account management that's done. There's probably some sort of asset or creative that's, you know, being generated on their behalf. There's probably some sort of like site work. Do you help work their leads? I'm guessing.

[1:59] YouTube https://youtu.be/g-vU4ajbpvU?t=112 || How to 3.5x a Service Business in 6 Months
Yeah. Yeah. Right. It's a classic. So, um, currently, how many people work for you? There's, uh, six of us total. So, five. Okay. And so what are you spending your time doing right now? It's it's building out the the process of building all the assets. So like the the VSSLs, the nurture campaigns, um and then I meet with the

[2:25] YouTube https://youtu.be/g-vU4ajbpvU?t=138 || How to 3.5x a Service Business in 6 Months
clients and I work on them with strategy as well. Like how how do we position themselves for their business? Got it. So I would say that um like the VSSL stuff, so much of that can be aed at this point, right? add basically almost all asset creation has become incredibly commoditized. Like will it be

[2:45] YouTube https://youtu.be/g-vU4ajbpvU?t=158 || How to 3.5x a Service Business in 6 Months
the best? No. But you can get eight out of 10 every time in seconds, right? Yep. So you're building out those flows which when a new customer comes in that should kick off a process then spins up VSSL, spins up ads, spins up creative, spins up copy, integrates with meta, gets them online, spins up the funnel so that they

[3:03] YouTube https://youtu.be/g-vU4ajbpvU?t=176 || How to 3.5x a Service Business in 6 Months
can get built out. And so the only thing that really has to happen is that they agree the direction and you turn it on, right? And you get a card on file. Yeah. Okay. So, right now you just need to build that. Okay. So, how many hours a day you spend building it right now? Yeah. It's like all of my time aside from meeting with customers

[3:23] YouTube https://youtu.be/g-vU4ajbpvU?t=196 || How to 3.5x a Service Business in 6 Months
or like servicing like responding. It's it's all of my time right now. So, how long will it take you to get this stuff done? I feel like two weeks probably like max. Okay. And then well let's let's deal with the next problem because if you're it's asking me a two week it's going to be solved in two weeks problem then uh let's look

[3:43] YouTube https://youtu.be/g-vU4ajbpvU?t=216 || How to 3.5x a Service Business in 6 Months
past that. Okay. So yeah. So then yeah go for it. Yeah. I was just going to say then the next thing that I see is is just like the process for sales. Like we're we're getting like I I can turn up the spot for uh leads on Meta and I think we'll still like the cost per lead right now for us is like 50 bucks. It's

[4:02] YouTube https://youtu.be/g-vU4ajbpvU?t=235 || How to 3.5x a Service Business in 6 Months
It's pretty cheap um in comparison to what we're charging. Um and so I I think like the next challenge that I'm going to have is that is just not being in sales. Um although I guess it could be. Yeah. So okay. So I mean you're going to apply the same process on delivery to the sales process. The only difference is

[4:21] YouTube https://youtu.be/g-vU4ajbpvU?t=254 || How to 3.5x a Service Business in 6 Months
that you you cannot rely on your expertise in order to close. So the process has to look like this is that like you have to script this. So somebody who does not know much about being a financial adviser can close a financial adviser on your services. So they will not be able to sell like you because I'm assuming you sell with a

[4:40] YouTube https://youtu.be/g-vU4ajbpvU?t=273 || How to 3.5x a Service Business in 6 Months
position of authority as kind of an expert. And that's why founders typically always have higher close rates than somebody who's a traditional salesperson. And then they're like the salesperson can't sell like I can. It's like of course they can't sell like you can. They can sell a different way and

[4:51] YouTube https://youtu.be/g-vU4ajbpvU?t=284 || How to 3.5x a Service Business in 6 Months
still close the same percentage sometimes more. Right? So that's what the questionbased framework u in terms of like having a closure framework for the sale for them and then do you have a VSSL before they get on the call with you? Uh yeah, but it needs to be updated because it's okay. Yeah, it needs to be updated.

[5:10] YouTube https://youtu.be/g-vU4ajbpvU?t=303 || How to 3.5x a Service Business in 6 Months
Well, I'm going to I'm going to give you I'm going to give you uh bad news and good news. Which one you want first? Uh good news or bad news? The bad news is that you don't have any real problems with your business and so I have no like I'm not going like you you three and a halfx in the last 6 months and you know

[5:27] YouTube https://youtu.be/g-vU4ajbpvU?t=320 || How to 3.5x a Service Business in 6 Months
what your constraint is which is delivery. You're taking the time to systemize what you're doing in the back end integrating AI so that you can get more leverage there. The next constraint that's going to come up is going to be sales and we need to just look at your t are you recording your sales calls?

[5:41] YouTube https://youtu.be/g-vU4ajbpvU?t=334 || How to 3.5x a Service Business in 6 Months
Yeah. Okay. So keep all of them, plug them into the AI, and then ask for the recurring themes that people uh say their problems are before they buy. Take that list of problems, reintegrate that into the VSSL. We did this, and it literally doubled our acquisition. Just a side note, we literally just took only

[5:58] YouTube https://youtu.be/g-vU4ajbpvU?t=351 || How to 3.5x a Service Business in 6 Months
the pain points that people said, put those in, and then we're like, oh, we literally made a document called why people buy, and then we just use those in the VSSL. And then you take those same things and you build the script around it. The good news is so you're on the right path like this is just the work.

[6:19] YouTube https://youtu.be/g-vU4ajbpvU?t=372 || How to 3.5x a Service Business in 6 Months
So I was going to ask you then if if I'm on the right path you said before when we talk we talked that this is going to at some point I'm going to get capped out right and when you when we spoke originally you're like go up to Wales. Um what's how many customers do you have right now? Nine. Nine. Yeah. So the thing is is that

[6:39] YouTube https://youtu.be/g-vU4ajbpvU?t=392 || How to 3.5x a Service Business in 6 Months
what's your price point monthly? Uh it's it's creeping up, but I'm I'm pushing for like six or seven. It's probably around five right now. 100 or thousand? 5,000. Yeah. So with SMBs, um I mean, if you get the right financial advisors, $5,000 a month means nothing to them. And that's who you want. This can scale,

[7:02] YouTube https://youtu.be/g-vU4ajbpvU?t=415 || How to 3.5x a Service Business in 6 Months
but it will scale only based on the quality of your avatar. If you deal with somebody who needs you to save their business, you will never save them. You'll just create a churn factory. So, just make sure you keep the bar very clear for who what what it what is required for somebody to be a customer

[7:15] YouTube https://youtu.be/g-vU4ajbpvU?t=428 || How to 3.5x a Service Business in 6 Months
of yours. As long as that bar continues to go up over time, the business will be okay. If it starts going down, it's no bueno. From an enterprise sellability perspective, but like if you want to make money, which is what you're doing, it's fine. Yeah. Yeah. Like first of all like I would I want to get to a million dollars

[7:35] YouTube https://youtu.be/g-vU4ajbpvU?t=448 || How to 3.5x a Service Business in 6 Months
in profit per year but then after you could figure out you could do that in you'll hit that run rate in a few like a quarter or two man like just just keep solving the problems you are you're fine. Yeah. Okay. Cool. Awesome. Thanks man. Appreciate you. Yeah. Rock and roll, man. Easy peasy. If you're a business

[7:53] YouTube https://youtu.be/g-vU4ajbpvU?t=466 || How to 3.5x a Service Business in 6 Months
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

[8:08] YouTube https://youtu.be/g-vU4ajbpvU?t=481 || How to 3.5x a Service Business in 6 Months
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,

[8:21] YouTube https://youtu.be/g-vU4ajbpvU?t=494 || How to 3.5x a Service Business in 6 Months
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

[8:35] YouTube https://youtu.be/g-vU4ajbpvU?t=508 || How to 3.5x a Service Business in 6 Months
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 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 Build a Business That Keeps Customers
URL: https://youtu.be/g4iI7MdEE_Y
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/g4iI7MdEE_Y?t=0 || How to Build a Business That Keeps Customers
I want to only have to acquire customers once. The reason that most businesses cannot get big is because they are always filling a leaky bucket. Now, you've heard this terminology before. But think about how difficult it is to acquire a customer. It's a lot of work, right? And to go through that entire

[0:16] YouTube https://youtu.be/g4iI7MdEE_Y?t=9 || How to Build a Business That Keeps Customers
process only to lose them, to have to go get another one is exhausting. And so, you want to be, and this is John Paul Deorio, uh is the quote from him. He said, you don't want to be in the sales business, you want to be in the reselling business. And so what he meant by that is how do we get customers to

[0:28] YouTube https://youtu.be/g4iI7MdEE_Y?t=21 || How to Build a Business That Keeps Customers
just buy again and again and again, which does come down to product primarily and then brand secondarily. And so the idea here is that for your business to be a significantly more valuable, but b way more fun to run, you want to keep the customers you have. And so when you're a small business owner,

[0:43] YouTube https://youtu.be/g4iI7MdEE_Y?t=36 || How to Build a Business That Keeps Customers
you're typically just barely figuring out what's going on. And so what happens is people will typically try to scale too fast before they've actually figured out revenue retention and churn. And so what are quote good benchmarks? Well, good benchmarks for anything B2B is you probably want to be above 80%.

[1:01] YouTube https://youtu.be/g4iI7MdEE_Y?t=54 || How to Build a Business That Keeps Customers
In terms of retention annually, so that means that if I get a 100 customers, Jan 1, right? So, this is January 1, let's say 2025, Jan 1, uh, 2026. I want to make sure that I have at least 80 of these customers. Now, this is where people get confused. Let's say that they grow because they get better at marketing and

[1:25] YouTube https://youtu.be/g4iI7MdEE_Y?t=78 || How to Build a Business That Keeps Customers
sales throughout the year. They and they come January 26 and let's say they're at 160 customers is how many they have. They think, "Oh, well, I definitely retained all 100 customers and I also got 60 more." Uh-uh. We're looking at of the original 100, how many of them made it to here. This is the issue. Now, you

[1:43] YouTube https://youtu.be/g4iI7MdEE_Y?t=96 || How to Build a Business That Keeps Customers
can take whatever your annual retention is and then you can basically reverse engineer into what your lifetime uh value of a customer is. So if you have 50% annual retention, then you can take whatever someone pays over a year. Let's use simple math and say someone pays $100 per year. If you have 50% annual

[1:58] YouTube https://youtu.be/g4iI7MdEE_Y?t=111 || How to Build a Business That Keeps Customers
retention, then it means that you can basically double it. So you divide it by 50%. Equals $200 is what you're going to make from a customer. Now, here's where this gets really wild. Let's say that you have 80% annual retention. Doesn't seem like that much different, right? It's only 30%. What is it actually different

[2:15] YouTube https://youtu.be/g4iI7MdEE_Y?t=128 || How to Build a Business That Keeps Customers
from a math perspective? It means that you're going to get functionally four turns, five turns, five turns because every year you're going to lose 20%. Right? And so simple math on that is around the back of napkin on that is about $500. What a lot. All right? And so think about two businesses and this is why this is so

[2:40] YouTube https://youtu.be/g4iI7MdEE_Y?t=153 || How to Build a Business That Keeps Customers
important. The cost of getting customers between different businesses is typically very uh commoditized. So CAC in an industry is a commodity. Think about how weird that is as as a sentence. If there's two social media marketing agencies that both sell generically similar services, now of course we don't want to do that,

[3:00] YouTube https://youtu.be/g4iI7MdEE_Y?t=173 || How to Build a Business That Keeps Customers
but this is how the the industry by and large works. If you have two different businesses that are selling the rel relatively the same thing, the cost of getting customers there is typically about the same. Here is where one business can become 5, 10, 100 times more valuable is that those customers are worth five, 10, 100 times more to

[3:18] YouTube https://youtu.be/g4iI7MdEE_Y?t=191 || How to Build a Business That Keeps Customers
the other business. And so they are able to to play a huge arbitrage game. So they can spend way more money in the acquisition than the than the the business that only has call it 50% retention, right? This guy's getting two and a half times more per customer than the first company. even though maybe the

[3:36] YouTube https://youtu.be/g4iI7MdEE_Y?t=209 || How to Build a Business That Keeps Customers
cost of getting the customer in both these scenarios might be the same. This is where there's a huge amount of alpha or kind of arbitrage above what market could get um in terms of improving a business. And so right now if you don't know how many customers stay with you year-over-year, definitely worth

[3:50] YouTube https://youtu.be/g4iI7MdEE_Y?t=223 || How to Build a Business That Keeps Customers
figuring out. And so that is my rule of thumb is that I target. And so for each of these numbers as I'm sharing them is like this is my target. This is what I want to get to. And if I don't have that, I see this is a huge problem in the business and I have to go fix it. Otherwise, I just know that I'm going to

[4:03] YouTube https://youtu.be/g4iI7MdEE_Y?t=236 || How to Build a Business That Keeps Customers
create a I'm going to scale problems, right? When you scale problems, they just get meaner and uglier and they have more faces on them. Right? You do not want to do that. And this is where most people's ego gets tied down, which is why most entrepreneurs can't scale. Real quick, I'm going to show you the exact

[4:16] YouTube https://youtu.be/g4iI7MdEE_Y?t=249 || How to Build a Business That Keeps Customers
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

[4:32] YouTube https://youtu.be/g4iI7MdEE_Y?t=265 || How to Build a Business That Keeps 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.

[4:46] YouTube https://youtu.be/g4iI7MdEE_Y?t=279 || How to Build a Business That Keeps 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: How to Market a High-Ticket Service
URL: https://youtu.be/glGp8MGKf3Q
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/glGp8MGKf3Q?t=0 || How to Market a High-Ticket Service
I run um a clinic that's uh does mostly tellahalth and uh part of it is uh in person highly technical procedure called TMS for depression. Okay. We do about 3.5 uh in revenue. It's our eighth year. Um I started right after residency. Uh I'd like to be about five uh million in revenue. And what's stopping me is

[0:17] YouTube https://youtu.be/glGp8MGKf3Q?t=10 || How to Market a High-Ticket Service
first of all um the in-person procedure is a highly technical procedure requires a lot of training and not a lot of other referral sources know about it. A lot of people are depressed, but nobody really think people think it's ect or you're getting electrocombulsive therapy. Um it's covered by insurance. We take all

[0:33] YouTube https://youtu.be/glGp8MGKf3Q?t=26 || How to Market a High-Ticket Service
insuranceances. Um so my for that it's finding referral sources, getting trust from clinicians who want to refer or direct to consumer marketing. Um and then for the teleaalth portion, um retention of clinicians who often quit and finding patients. So, um, it's very hard to hire a nurse practitioner,

[0:53] YouTube https://youtu.be/glGp8MGKf3Q?t=46 || How to Market a High-Ticket Service
even who makes $190,000, $180,000. Um, by the way, great career, a lot of money, right out of school. Um, but when they leave, we are devastated because they have hundreds of patients and we have to hire again really fast. So, that's limiting our growth. Um, just off the top of my head. Okay. So, what's stopping me is you

[1:12] YouTube https://youtu.be/glGp8MGKf3Q?t=65 || How to Market a High-Ticket Service
would like more patients, not sure what source to get them from. You do have some issues where if staff leaves that limits your supply um and you want to grow by 30%. Yes. Okay. So, right now, can you handle more customers or not? Yes. Okay. How many more customers can you handle? Um it's a balancing 30% more customers.

[1:34] YouTube https://youtu.be/glGp8MGKf3Q?t=87 || How to Market a High-Ticket Service
Yeah. Balance between like I'm hiring two or three new clinicians a year. Okay. But, um we can never fill them and then they get angry and they want they're like I hired I signed up for full-time. You're only giving me half time and we won't pay you per hour. So, the way we compensate needs to probably be thought out.

[1:48] YouTube https://youtu.be/glGp8MGKf3Q?t=101 || How to Market a High-Ticket Service
Okay. Yeah. You know, I'm not I'm not um I don't have any MPs that work for me. Uh but I would probably try and ask like what do you want? Like what would what would what would make this uh opportunity compelling enough for you to stay? Because we want to just continue to invest in you. Um it makes it difficult for us to do

[2:11] YouTube https://youtu.be/glGp8MGKf3Q?t=124 || How to Market a High-Ticket Service
that if we're not sure if the investment walks out the door within 12 months. Now that being said, someone stays five years, you won. You know what I mean? Like you had a pretty good pretty good stay. Um, so you are demand constrained. So it's basically you need to get more patients. If you get more patients, you can fill

[2:27] YouTube https://youtu.be/glGp8MGKf3Q?t=140 || How to Market a High-Ticket Service
up the NPs. If you can fill up the NPs, they'll be happy. They more likely to stay uh because they actually have a full roster and they're making as much money as they want. Yeah. Okay. So we have a demand constraint just from a focus perspective. Okay. So if you demand constraint then you said you you alluded to earlier we

[2:41] YouTube https://youtu.be/glGp8MGKf3Q?t=154 || How to Market a High-Ticket Service
can do uh you know there's ob you know there's an affiliate path that's one way which is you can find other providers who send you send you business uh but you're saying a lot of them don't know what you do um obviously you could solve that with education and outreach um we could do direct to consumer the question

[2:54] YouTube https://youtu.be/glGp8MGKf3Q?t=167 || How to Market a High-Ticket Service
is the thing is is that we do Google or Facebook ads currently yeah the I mean I like direct to consumer personally just because most people in that space suck at advertising so it's like not that hard Um, but the reason so something this is I'm going to go like underneath of your question to something that I think will be more

[3:14] YouTube https://youtu.be/glGp8MGKf3Q?t=187 || How to Market a High-Ticket Service
valuable for you which is you have the Harvard medical etc. background and you're probably a very bright guy. You have to take how you advertise down 100 levels. Uh I'm being super real with you. Yeah. Uh there's a reason that I run every single piece of copy through Hemingway and I get it, you know, below

[3:33] YouTube https://youtu.be/glGp8MGKf3Q?t=206 || How to Market a High-Ticket Service
fifth grade, ideally below third grade, uh reading level because if someone has to pause when you say a word, you've lost them. Because you're already on to the next word and they're like, "What did that other word say?" And then they're trying to think like, "What does this mean?" They're not listening to what they're

[3:46] YouTube https://youtu.be/glGp8MGKf3Q?t=219 || How to Market a High-Ticket Service
they're trying to decode rather than just immediately absorb. And so I'm I've the more I've been doing this, the more I'm an advocate of clear over clever. Mhm. And for your marketing, you said not your marketing, for for the business, you said it's highly technical. It's very advanced. It's hard to train people

[4:02] YouTube https://youtu.be/glGp8MGKf3Q?t=235 || How to Market a High-Ticket Service
up on this thing. It's hard to explain uh how this works. Insurance covers it. If I'm if I'm the consumer, I care about sad face, go happy face, right? And I care about insurance covers. So if you say I'm Harvard medical doctor, I tell you you sad face, I can make you happy face and insurance covers it. and it's more effective than

[4:23] YouTube https://youtu.be/glGp8MGKf3Q?t=256 || How to Market a High-Ticket Service
talkie talk. I'd be like, "Fuck yeah." Right. And I think honestly that's probably what's missing in the advertising and sales process, which is you need to strip away everything that you currently say that's medical, right? And just speak to what the avatar, you know, the customer who is depressed,

[4:42] YouTube https://youtu.be/glGp8MGKf3Q?t=275 || How to Market a High-Ticket Service
what they're meet them where they're at. And I think that if you if you can advertise in that way, any of these channels will work. But I do think that if I were if I were you in swapping places, I'd probably go the ad channel personally. Okay. How about tellahalth? Is there something different there?

[4:54] YouTube https://youtu.be/glGp8MGKf3Q?t=287 || How to Market a High-Ticket Service
No, same same. Yeah. Yeah. I would say local is if I had to pick like what's the easiest button. Local services that are high ticket is like like it's hard to lose money. Okay. Because you have because in person you have so much less sophistication in a local market and local competitors. And so it's like if you if you study the

[5:14] YouTube https://youtu.be/glGp8MGKf3Q?t=307 || How to Market a High-Ticket Service
stuff that we do when we're competing on a global level and you put it in, you know, Kentucky, you crush everyone. It's like not even close. Like you just drop a pin on the map, you say, "Okay, you know, 25 mile radius." And like you're just competing against everybody in the 25 mile radius. You're har the only

[5:29] YouTube https://youtu.be/glGp8MGKf3Q?t=322 || How to Market a High-Ticket Service
Harvard guy who's doing this in the 25 mile radius. So you literally I'm in Boston unfortunately. So I have MGH, Bighgam, Isel, they're all whatever. them. It doesn't matter. So like I stand by my original statement. But like, but the thing is is here's the good news is that the thing that makes you great, right? You're very smart, did

[5:45] YouTube https://youtu.be/glGp8MGKf3Q?t=338 || How to Market a High-Ticket Service
the medical stuff, all that is actually is going to be everyone else's weak point, right? Because all of them, you probably know this, all of them have massive egos and all of them are like, well, every if they can't understand me, then they're too dumb to be my patient. It's like, yeah, and you'll just be

[5:58] YouTube https://youtu.be/glGp8MGKf3Q?t=351 || How to Market a High-Ticket Service
poor. Whatever. So, as long as you can just basically quiet that part of, you know, your brain and turn on the how do I make this as simple as possible so they understand it, you'll still crush them and then they'll be upset and assume you're doing something wrong or you have somehow uh made money in a way that they would not

[6:16] YouTube https://youtu.be/glGp8MGKf3Q?t=369 || How to Market a High-Ticket Service
prefer, right? And so I will translate because you will start advertising and the more of my stuff that you, you know, you go through it, they work with us on it. Um, the better it will work and the more they will hate you because you're doing something that they don't do. And then they're just going to decide that

[6:31] YouTube https://youtu.be/glGp8MGKf3Q?t=384 || How to Market a High-Ticket Service
morally they're superior to you because you've lowered yourself uh to advertise your business. Just as a prep. Thank you so much. Thank you. You bet. By the way, if you ever get like hateful comments, the easiest translation in the world is um you live your life in a way that I would not prefer. It's just the easiest thing. Like that's

[6:51] YouTube https://youtu.be/glGp8MGKf3Q?t=404 || How to Market a High-Ticket Service
how I've gotten over many, many, many, many negative comments. Like, I can't believe it's he lives his life in a way I would not prefer. Okay, you can live your life whatever way you want. 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

[7:06] YouTube https://youtu.be/glGp8MGKf3Q?t=419 || How to Market a High-Ticket Service
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

[7:20] YouTube https://youtu.be/glGp8MGKf3Q?t=433 || How to Market a High-Ticket Service
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

[7:33] YouTube https://youtu.be/glGp8MGKf3Q?t=446 || How to Market a High-Ticket Service
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

[7:47] YouTube https://youtu.be/glGp8MGKf3Q?t=460 || How to Market a High-Ticket Service
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: Helping a $1.5M/Year Consulting Business Get to $5M
URL: https://youtu.be/gy1u3ex45RE
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/gy1u3ex45RE?t=0 || Helping a $1.5M/Year Consulting Business Get to $5M
So what I sell is hard to explain first problem. Um I try um cool you will love it because I sell myself basically. Okay. But then it gets better. So okay what I sell is uh I have I'm a pretty known person in my market for knowing something most of the people's don't know. Um yes uh my market is um cloud computing or running stuff in the

[0:28] YouTube https://youtu.be/gy1u3ex45RE?t=21 || Helping a $1.5M/Year Consulting Business Get to $5M
cloud. So I um consulting I used to consult people then I understood sorry I want the money myself stuff you told me so okay anyway so now we develop a product running in a cloud owned by a customer he pays for that cloud not us he pays for his cloud at Microsoft and then we decided hey let's have a

[0:51] YouTube https://youtu.be/gy1u3ex45RE?t=44 || Helping a $1.5M/Year Consulting Business Get to $5M
managed service on that thing we built okay that's the current business love it problem is one and a half years into making the managed service because first we need to develop this custom solution that sucks and doesn't scale with that well because one and a half years is time and material and you know it's me

[1:08] YouTube https://youtu.be/gy1u3ex45RE?t=61 || Helping a $1.5M/Year Consulting Business Get to $5M
like the trusted advisor so question is I want to sell the managed service on stuff I didn't build good idea I know what would you do first scale up my business because oh by the way I make one and a half million uh with that and I want to be at Five next goal. So do I scale the business I know first

[1:33] YouTube https://youtu.be/gy1u3ex45RE?t=86 || Helping a $1.5M/Year Consulting Business Get to $5M
which is the cloud computing not the managed services. Yeah. The building solutions and then to service them or do I say I skip this. I go my first goal I concentrate on selling managed service. It's a really good question. Um because to me this looks very much like a front-end backend right type business.

[1:52] YouTube https://youtu.be/gy1u3ex45RE?t=105 || Helping a $1.5M/Year Consulting Business Get to $5M
It's like you build the very customized thing and then the natural solution is like, hey, you just bought this one and a half year build. Don't you want to make sure that I make sure it keeps running? I feel like everybody will say yes to that and you probably have tremendous gross margins on the managed

[2:05] YouTube https://youtu.be/gy1u3ex45RE?t=118 || Helping a $1.5M/Year Consulting Business Get to $5M
services side, right? Um, so it's very much like a big headlong tail model. So I guess the question is um why why is the initial build so constrained? Is there no one on planet Earth who can do this or is it just you have difficulty attracting that person? H it's a good question from you. uh there should be a lot of people knowing

[2:23] YouTube https://youtu.be/gy1u3ex45RE?t=136 || Helping a $1.5M/Year Consulting Business Get to $5M
that but turns out they're not. Um I don't know why. Um but it it's I accepted it. So now now um I'm here. Um never thought I would be here. There's no concept for that. It's just people if they understand that I'm exist they run out in my door. I don't have enough people to do it. I don't know when to

[2:42] YouTube https://youtu.be/gy1u3ex45RE?t=155 || Helping a $1.5M/Year Consulting Business Get to $5M
scale the people because there's no pipeline. Yeah. U bringing the people. So where do I put the pipeline in? on the manage service thing which is easier to understand and faster to bring in or on the fricken I develop a thing for you which takes me one and a half year you might be able to do kind of like a

[3:01] YouTube https://youtu.be/gy1u3ex45RE?t=174 || Helping a $1.5M/Year Consulting Business Get to $5M
little bit of a hybrid of that which is like I'll bet you if you were to look at someone's cloud solution that they currently have you could probably come up with like a 20% improvement that would have a disproportionate um like kind of up upgrade for their their infrastructure you obviously know more about this than I And then it would

[3:18] YouTube https://youtu.be/gy1u3ex45RE?t=191 || Helping a $1.5M/Year Consulting Business Get to $5M
still kind of give you the same idea of like I'm going to do an upfront thing. I'm going to develop this patch and then on long term uh that'll facilitate the managed services on the back end. That's probably how I'd approach it because I think even if you can just like magic wand a little bit on the

[3:31] YouTube https://youtu.be/gy1u3ex45RE?t=204 || Helping a $1.5M/Year Consulting Business Get to $5M
front end, I'm just being real. Um it'll probably help with the stickiness on the back and you're also going to have to understand their system. And so it's almost like getting paid to do a an assessment that you'd have to do anyways in order to do the managed services. And so I think that's that's probably how

[3:45] YouTube https://youtu.be/gy1u3ex45RE?t=218 || Helping a $1.5M/Year Consulting Business Get to $5M
I'd approach this business. Um, that would probably get you, I think, the 8020 of what you want. That's probably how to Yeah, sure. Great. 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

[4:04] YouTube https://youtu.be/gy1u3ex45RE?t=237 || Helping a $1.5M/Year Consulting Business Get to $5M
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

[4:18] YouTube https://youtu.be/gy1u3ex45RE?t=251 || Helping a $1.5M/Year Consulting Business Get to $5M
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

[4:32] YouTube https://youtu.be/gy1u3ex45RE?t=265 || Helping a $1.5M/Year Consulting Business Get to $5M
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

[4:46] YouTube https://youtu.be/gy1u3ex45RE?t=279 || Helping a $1.5M/Year Consulting Business Get to $5M
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: “I’ve never been more miserable. Help”
URL: https://youtu.be/gz2BXVuvv-o
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/gz2BXVuvv-o?t=0 || “I’ve never been more miserable. Help”
So, you've gone over a lot of your successes and failures. What was that? And failures. Go ahead. Yeah. And and so my question is more about your kind of protecting your mental health and your ability with these extreme emotions because I've gone through both exits and acquisitions the last two years.

[0:18] YouTube https://youtu.be/gz2BXVuvv-o?t=11 || “I’ve never been more miserable. Help”
Yeah. And I've just never been more miserable. That's really the main reason I'm here. Okay. Is uh just either getting resources or connections. I'm just wondering how you've handled when you've had those major losses, when you've lost everything or when you've kind of had that failures face you in the face and

[0:35] YouTube https://youtu.be/gz2BXVuvv-o?t=28 || “I’ve never been more miserable. Help”
also if you ever view an acquisition as a loss of community. Sure. How you protect yourself. So, I will not spend a long time on this um because it gets into a very heady chunked up version of reality, which is just like I believe that when I die within 6 months, no one will give a And so, the fact that no one will care 6 months

[0:58] YouTube https://youtu.be/gz2BXVuvv-o?t=51 || “I’ve never been more miserable. Help”
after I am dead for the most significant life event that I have, which is that I am no longer alive, it makes a lot of the other stuff not matter that much. And so I also know that when I was poor and I had nothing, I was about as happy as I am now. And so if I was just as happy then as I am now, then I could go

[1:17] YouTube https://youtu.be/gz2BXVuvv-o?t=70 || “I’ve never been more miserable. Help”
all the way back there and basically be in the same thing. And I think in some ways when I really play it out, I get just as excited about the idea of having the comeback story. Now I'm going to try to not do that, but if I did it, I would get into the state that I think that I'd be like, "This is going to be my thing."

[1:32] YouTube https://youtu.be/gz2BXVuvv-o?t=85 || “I’ve never been more miserable. Help”
And so like a lot of times the fears we have are catastrophized. And so I like I want to have this like of the many list of books. I have this big document of like Alex's list of books that he will someday write. Um but one of them is play it out. And so a thing that I say a lot on quarterlys and strategic is like

[1:52] YouTube https://youtu.be/gz2BXVuvv-o?t=105 || “I’ve never been more miserable. Help”
let's play it out. Like what happens next? What happens next? What happens next? And so like what actually happens next is not that bad. It's just the idea of it that seems very bad. I mean, Ila has this quote that's the fear is a mile wide an inch deep. It's like you take a step out to it and you're like, "Oh,

[2:06] YouTube https://youtu.be/gz2BXVuvv-o?t=119 || “I’ve never been more miserable. Help”
this isn't that big of a deal." Like the worst case is I move back with my well actually, you know, I kind of like my parents and you know, home-cooked meal is not so bad. You know, I'm only going to see them for 10 more years before they're just old as anyways. So, you know, it could be a blessing in

[2:19] YouTube https://youtu.be/gz2BXVuvv-o?t=132 || “I’ve never been more miserable. Help”
disguise. And like there's a lot of research that's been done on like people who become paralyzed and within like 3 to 6 months they return to the exact same baseline of subjective well-being as they were when they had all their limbs. And so as much as that's a terrible thing that could occur, losing

[2:36] YouTube https://youtu.be/gz2BXVuvv-o?t=149 || “I’ve never been more miserable. Help”
money is probably a lot less bad than losing limbs. And if it happened to them and they're just about as happy now as they were 6 months earlier, I just genuinely like Leila and I are sit on opposite poles. Like I struggle to care. she cares so much. And that's how we yin and yang in business is that

[2:53] YouTube https://youtu.be/gz2BXVuvv-o?t=166 || “I’ve never been more miserable. Help”
she'll get stressed and I'll be like, "We can die and no one will care." And like when you zoom out, you're like, "Oh, there's the world." And like I'm a monkey on a little thing. Again, this is a worldview thing. Some people don't agree with this. And I had I've had people get really upset about it. So

[3:08] YouTube https://youtu.be/gz2BXVuvv-o?t=181 || “I’ve never been more miserable. Help”
that's how I deal with it. And so for me, I just don't have really big stakes because I just don't think anyone cares. That's all. Like the idea that everyone is watching, it just isn't. 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

[3:22] YouTube https://youtu.be/gz2BXVuvv-o?t=195 || “I’ve never been more miserable. Help”
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: Helping a $1.35M Education Business Scale Past Its Lead Cap
URL: https://youtu.be/hPV75vfqGXc
PRIMARY_TOPIC: scaling
TOPICS: scaling, ads, leads, scaling, niche

[0:00] YouTube https://youtu.be/hPV75vfqGXc?t=0 || Helping a $1.35M Education Business Scale Past Its Lead Cap
Alex, you're the man. Thank you for everything. Thank you. Alex, so I run a business. I run a school where we help Russian speaking green card holders fast US naturalization become US citizens. Mhm. Yeah. We currently do 1.35 per year and we really want to get 4.5 million. 1.25 per year. Yeah. 1.35 35, excuse me. 1.35 million per year.

[0:29] YouTube https://youtu.be/hPV75vfqGXc?t=22 || Helping a $1.35M Education Business Scale Past Its Lead Cap
And you want to get to where? 4.5. 4.5. Okay. How big is this market? How many people are in that little bucket? It's not a little bucket. There's a million people a year that pass US interview. Out of them, well, Russian speaking is not a million obvious Latino. There is no exact stat but it's it's

[0:56] YouTube https://youtu.be/hPV75vfqGXc?t=49 || Helping a $1.35M Education Business Scale Past Its Lead Cap
like um 70 to 50k people per year. Okay. So like I said the little bucket. Okay. So 50 to 70k. All right. That's fine. So you have 50 to 70,000 people there. All right. What are you charging right now? The core offer is 2,000. That's average price. Okay. Got it. Uh, that sounds good. Um, so for you to hit 4.5 million, we got to sell

[1:28] YouTube https://youtu.be/hPV75vfqGXc?t=81 || Helping a $1.35M Education Business Scale Past Its Lead Cap
uh 2250 2,200 or something like that of those. Exactly. 2,200. Okay. I'll just say 2500 just to make sure we're good. Okay. So, you got to sell 2500 of these units. Um, so that's going to be what? 50 a week. Okay. Yeah. Which is seven per day. Okay. So what are you doing right now to sell these customers?

[1:54] YouTube https://youtu.be/hPV75vfqGXc?t=107 || Helping a $1.35M Education Business Scale Past Its Lead Cap
We run meta ads. We have a big relatively big YouTube channel within our niche dominating the niche. Um yeah. So meta is the biggest channel. Actually the constraint that we have right now is that we can't scale past 10 to 12k per week ad. We run it to the webinar and um we currently enroll about 10 students

[2:19] YouTube https://youtu.be/hPV75vfqGXc?t=132 || Helping a $1.35M Education Business Scale Past Its Lead Cap
per week. Get to like 4x. Okay. And then when you scale ad spend, what happens? We scale the ad spend. We just don't get four of the good leads. We just get a bunch of the tires that are, you know, either too early to actually apply or they don't have a visa or they out of the We should just do bones or something.

[2:42] YouTube https://youtu.be/hPV75vfqGXc?t=155 || Helping a $1.35M Education Business Scale Past Its Lead Cap
I'm tired of these systems. Um, say it again, man. Yes. Can you hear me? Yeah. Go ahead again. Yes. So, we run meta ads through the webinar. That's biggest acquisition channel. And we have a YouTube channel. Yeah. And what stops you from scaling it? Uh, yeah. When we when we scale it, we just don't get the quality of lead get.

[3:08] YouTube https://youtu.be/hPV75vfqGXc?t=181 || Helping a $1.35M Education Business Scale Past Its Lead Cap
That's what that is. Okay. So, right now, uh, how many pieces of creative are you making and, uh, how much are you spending per week? Uh, we're spending 10,000. We have two campaigns running. Between them, we have about 30 40 active creat. Okay, that's not bad. Um, and do you make 30 to 40 per week new?

[3:34] YouTube https://youtu.be/hPV75vfqGXc?t=207 || Helping a $1.35M Education Business Scale Past Its Lead Cap
Uh we we could but we don't because you know I can't I mean it seems like with my ad spend we're not able to like swap out the ads all the time like I need to give it more breathing room and uh you know to see iffortable not but when you spend 20k a week it you said the lead quality goes down. Yeah. So the lead quality is going down

[3:56] YouTube https://youtu.be/hPV75vfqGXc?t=229 || Helping a $1.35M Education Business Scale Past Its Lead Cap
for one of a few reasons. So number one is because either the creative isn't good enough. Um, number two is because you don't have enough creative because of the Andromeda machine that exists. Uh, so you just actually need to hit more fresh creative to feed the machine. Option three is because you're going

[4:15] YouTube https://youtu.be/hPV75vfqGXc?t=248 || Helping a $1.35M Education Business Scale Past Its Lead Cap
outside of your warm audience and you're going into colder traffic. Which one do you think it is? Yeah, go ahead. Which one do you think it is? Um, I think we're going to the cold. Okay. as far as like the creative the way that it looks in in our era meta is that like five to seven ads sprints do well all the other ones are either not

[4:41] YouTube https://youtu.be/hPV75vfqGXc?t=274 || Helping a $1.35M Education Business Scale Past Its Lead Cap
getting any or or I kill them don't get yeah so with Andromeda the way that it it's function this goes for everybody when right now this is how the new system works you feed it a ton of ads and then it picks the top like 10% that it thinks are good and then it runs it to those which makes advertising more

[5:02] YouTube https://youtu.be/hPV75vfqGXc?t=295 || Helping a $1.35M Education Business Scale Past Its Lead Cap
efficient so advertisers are happy but you have to feed that machine because your 100 ads only turns into 10 useful ones and so you got to feed it again so you get way less waste because I mean every advertiser would say like if you could wave a magic wand you say I wish I could only run the ads that are going to

[5:18] YouTube https://youtu.be/hPV75vfqGXc?t=311 || Helping a $1.35M Education Business Scale Past Its Lead Cap
perform and so Andromeda more or less does this for us but the problem that you realize then is like well oh my god I have to make so much creative to find those 10 winners and that is the creative machine that has to get built And so I want to say two things from a solution perspective. Number one is we

[5:33] YouTube https://youtu.be/hPV75vfqGXc?t=326 || Helping a $1.35M Education Business Scale Past Its Lead Cap
have to spend more. But in order to spend more, these are the two paths. Path number one is that of the customers that are coming in, we need to create a self-licking ice cream cone. So what that means is that we need to be able to take these 10 new clients per week and get two or three ads from each of them,

[5:49] YouTube https://youtu.be/hPV75vfqGXc?t=342 || Helping a $1.35M Education Business Scale Past Its Lead Cap
right? So how do we do that? It's like we could have life cycle ads, which I talk about in the in the playbook. So this is in the marketing machine playbook that you already have. All right? So look at the life cycle ad. That's number one that I think will be really successful for you. Number two, do you do any kind of inerson events?

[6:04] YouTube https://youtu.be/hPV75vfqGXc?t=357 || Helping a $1.35M Education Business Scale Past Its Lead Cap
No. I would encourage you to do some sort of inerson events to do two things. Number one, primarily to capture testimonials and videos and clips and media. And then number two, you can sell some sort of continuation thing, job placement, things like that, which could be significantly higher ticket, which would

[6:19] YouTube https://youtu.be/hPV75vfqGXc?t=372 || Helping a $1.35M Education Business Scale Past Its Lead Cap
for sure on its own on the back end get you to your goal. So that's number that's like 1.5. Now, in order to also scale the creative, you're going to want to think more top offunnel. All right? So, what that means is like, how would I talk to somebody who doesn't know what I do or doesn't know my brand?

[6:37] YouTube https://youtu.be/hPV75vfqGXc?t=390 || Helping a $1.35M Education Business Scale Past Its Lead Cap
Mhm. So, imagine you go to a party, right? This is the easiest way to think about it. If you go to a party and no one knows who you are and you have to get that person to buy your services and they have to be in your core audience, what would you tell them? Wow. I do. Do you have a green card? Right. That's probably the first

[6:58] YouTube https://youtu.be/hPV75vfqGXc?t=411 || Helping a $1.35M Education Business Scale Past Its Lead Cap
question you'd ask. Do you have any hooks in any of your ads that are that question? Yes. Yes, of course. Okay. Well, Alex, I just want to maybe push back on that because it seems like that's the problem for us because we address people, hey, if you had your green card for five plus years, you want to become citizen and your English isn't

[7:16] YouTube https://youtu.be/hPV75vfqGXc?t=429 || Helping a $1.35M Education Business Scale Past Its Lead Cap
great. Yeah, that I'm translating. That's our biggest pain point for the avatar. We have tons of ads like that and it just brings us the leads that are not actually interested in but you're taking them to a webinar, right? Yeah. So, I will stand by the two things that I said, which is number one, I think you

[7:37] YouTube https://youtu.be/hPV75vfqGXc?t=450 || Helping a $1.35M Education Business Scale Past Its Lead Cap
could do you need to create a self-licking ice cream cone so that you can get more creative out. That is what I think will allow you to scale. Number two, I think you need a backend in order to make more revenue per customer. $2,000 is a little low and I think you could probably make more. The back end

[7:51] YouTube https://youtu.be/hPV75vfqGXc?t=464 || Helping a $1.35M Education Business Scale Past Its Lead Cap
is probably the thing that would get you to four and a half. It would also probably allow you to spend more to get cold traffic in and the self-looking ice cream cone gets you more creative. Alex, would you be looking to actually get profitable within the 30 days? Because it seems the constraint is like

[8:06] YouTube https://youtu.be/hPV75vfqGXc?t=479 || Helping a $1.35M Education Business Scale Past Its Lead Cap
cost to acquire customer within a month is higher than what they bring within first. Are they paying $2,000 up front or is it a payment plan? There is a payment plan and some of them pay Yes. I didn't hear what he said. What did you say? We incentivize people in full, but some of them because that's all they can.

[8:29] YouTube https://youtu.be/hPV75vfqGXc?t=502 || Helping a $1.35M Education Business Scale Past Its Lead Cap
Yeah. So, when I hear this, it probably means you need a back end. We do have we do have upselles. Uh people that join the core offer, they have one-on-one classes. Uh 30% take that. And then we have English classes because the main problem for the avatar, they don't speak English well enough. So either before they become a citizen or

[8:53] YouTube https://youtu.be/hPV75vfqGXc?t=526 || Helping a $1.35M Education Business Scale Past Its Lead Cap
after they become a citizen with us, we take them on one-on-one classes for English and that's like You never get your English to 100%. We just, you know, keep improving. Okay. So what's the solution, man? The solution is to fulfill the creative machine, right? Mhm. Mh. So we can spend more more creative. And you said you have a

[9:18] YouTube https://youtu.be/hPV75vfqGXc?t=551 || Helping a $1.35M Education Business Scale Past Its Lead Cap
backend. You don't have a back end. You have upsells. I'm saying you need another another offer which you could sell at an inperson event where you could create you could get more creative. And I think it's probably around job placement stuff and job skills. Wouldn't that be completely different? So think about it this way. Think about

[9:37] YouTube https://youtu.be/hPV75vfqGXc?t=570 || Helping a $1.35M Education Business Scale Past Its Lead Cap
it as more as like jobreated language rather than like job like not like a new business just like a new kind of a new portion of language. Does that make sense? Yeah, that's how I think about it. Cuz basically we have a lot of elder that are done with Okay. Well then it sounds like you just need to make more creative.

[9:59] YouTube https://youtu.be/hPV75vfqGXc?t=592 || Helping a $1.35M Education Business Scale Past Its Lead Cap
Yeah. So that's that's the plan. Yeah. I also think kind of like I started with the market that you're going after. You said 50 to 70,000 are Russian right now. Of those Russians that are 50 to 70,000, how many of them are over 5 years and are struggling to speak English? Yeah, much less right. We make we take about thousand people

[10:20] YouTube https://youtu.be/hPV75vfqGXc?t=613 || Helping a $1.35M Education Business Scale Past Its Lead Cap
last year, right? And so my point is is that like there is somewhat of a limit to this business because the pool you're going after is very small. Mhm. So would the next logical progression be you know work with other immigrants that are on that process like more of a million people that go through it.

[10:42] YouTube https://youtu.be/hPV75vfqGXc?t=635 || Helping a $1.35M Education Business Scale Past Its Lead Cap
Yeah. I just thought as you know you have to focus on the avatar you have to focus on the offer and I thought that would be like a distraction. I agree. I think you can basically you should be realistic about how many people this is per year of who are actually eligible for the things that you sell. And then if you can get 30 or

[11:04] YouTube https://youtu.be/hPV75vfqGXc?t=657 || Helping a $1.35M Education Business Scale Past Its Lead Cap
50% of them, like you're winning, right? But for you to hit your $5 million goal without an increase in LTV, you need 2500. You said there's 50 to 70,000. Now, of those 50 70,000, we know for sure that a lot of those people are not necessarily struggling to speak English. Some of them are just they speak English

[11:19] YouTube https://youtu.be/hPV75vfqGXc?t=672 || Helping a $1.35M Education Business Scale Past Its Lead Cap
fine, right? I have multiple Russian employees that work for me and they naturalized and they speak English perfectly. Right? So of that 50, is it half? Is there 25,000 that are there? Is it is it a third that are really struggling? Is it 15,000? Selling 2500 to 15,000 is very significant market penetration. And so

[11:37] YouTube https://youtu.be/hPV75vfqGXc?t=690 || Helping a $1.35M Education Business Scale Past Its Lead Cap
again, yes, I think we can do more creative. Yes, I think we can have more cold hooks. But I think that in order for you to scale this business, you will likely need to add some sort of thing on the back end or you go adjacent. Damn. do the ads thing first. That might be able to take you to three. Backend would be able to get you to like

[11:57] YouTube https://youtu.be/hPV75vfqGXc?t=710 || Helping a $1.35M Education Business Scale Past Its Lead Cap
maybe fiveish, but I don't think this is going to become a $50 million thing unless you go kind of adjacent verticals for language. Yeah. Yeah. Cool. All right, that's the plan. Appreciate you. Thank you, Alex. Yeah, you bet. You're a G. If you're a business owner and you are not growing as fast as you'd like, I'd like to give

[12:15] YouTube https://youtu.be/hPV75vfqGXc?t=728 || Helping a $1.35M Education Business Scale Past Its Lead Cap
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 broke it into these 10 stages

[12:30] YouTube https://youtu.be/hPV75vfqGXc?t=743 || Helping a $1.35M Education Business Scale Past Its Lead Cap
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 resources and finance. And so no matter

[12:44] YouTube https://youtu.be/hPV75vfqGXc?t=757 || Helping a $1.35M Education Business Scale Past Its Lead Cap
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

[12:59] YouTube https://youtu.be/hPV75vfqGXc?t=772 || Helping a $1.35M Education Business Scale Past Its Lead Cap
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 Marketing Agency Stuck at $2.5M Scale to $10M
URL: https://youtu.be/hS5rHVXcdP4
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:02] YouTube https://youtu.be/hS5rHVXcdP4?t=0 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
basically a local IT support company. Correct. Uh we do about uh 300,000 a month in recurring revenue. We'd like to be at 10 million annual revenue. Um we're right now we're built the company as an agency and we had good year-over-year growth until we got kind of past 2 million, two and a half million. things started slowing down,

[0:28] YouTube https://youtu.be/hS5rHVXcdP4?t=21 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
more things started breaking, required a lot of human resources. Um, about a year ago, we launched a lower ticket offer towards emerging MSPs, IT guys that just wake up one day, I want to start an MSP. Um, we're doing their website in high level, doing a high level offer for them, charging about $500 a month.

[0:51] YouTube https://youtu.be/hS5rHVXcdP4?t=44 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
Right. That's been getting good. We added 60 in the first year. We're now at like five a week um pretty consistently. What's the stick? Their website is built into High Level. Let me say differently. What's What's uh annual revenue retention or monthly churn? If you have either of those, it's um with the agency, it's about 2.5%

[1:13] YouTube https://youtu.be/hS5rHVXcdP4?t=66 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
monthly churn. Okay. With the low ticket guys, it's like 1%. Interesting. Yeah. Okay. Okay. So, what's the decision? kind of like what a lot of the people have asked already is like am I just doing something new because I'm facing friction in the agency model? Of course you are. Yeah. Well, so what is the gross margins on the $500 a

[1:42] YouTube https://youtu.be/hS5rHVXcdP4?t=95 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
month thing after you set it up? 75%. Huh. What's the other 25 go to? Uh we add a little bit of extras in like live chat agent uh unlimited website tickets, things like that. Could you 100x that? I think so. Yes. How many agents do you have to How many customers do you have? You said you have um the 60. Is that what we said?

[2:07] YouTube https://youtu.be/hS5rHVXcdP4?t=120 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
We have 60 on the low ticket off currently. How many reps do you have to service the 60? It's done through a partner. So we pay $5 uh per chat and then $35 a month base fee for that. $5 per chat. Okay. And that's where the 75% margin is. Okay. Um, so you really just need to have a sales machine to set just

[2:28] YouTube https://youtu.be/hS5rHVXcdP4?t=141 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
you just do the setup and then you hand it off more or less. Yeah. We a little bit of onboarding, but after that Yeah. Yeah. Um, and how do you get customers right now? We word of mouth, Google ads, SEO, but now we just started for the first time. We're having success with meta ads. Uh, and I'm guessing a lot of the people

[2:51] YouTube https://youtu.be/hS5rHVXcdP4?t=164 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
coming in are the the $500 people. Yeah. Exactly. Okay. Well, I I don't normally say this, but I actually like the low ticket thing better. Yeah. Main reason. So, this is not common. Uh, the fact that you have one you have lower churn on that and I'll bet you have higher gross margins on that than you do on the core service.

[3:13] YouTube https://youtu.be/hS5rHVXcdP4?t=186 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
Yes. And so, I actually do think it's a better business. I don't normally say that but I think just for a lot of reasons like there's a lot more of them. You have higher gross margins and if we need to just say cool let's just 10x spend and you go from five a week to can how many could you take a week max right now?

[3:30] YouTube https://youtu.be/hS5rHVXcdP4?t=203 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
Right now I would be testing it but I think I could get to 10 and then I could expand pretty quickly. Yeah. So I mean even if you signed up 500 a year, right? Uh that's 250 a month. So you're adding three million per year. Yeah. uh to ARR and that's a super high value enterprise value business. Yeah.

[3:48] YouTube https://youtu.be/hS5rHVXcdP4?t=221 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
Because it's sticky, right? So 1% per month is like you're you know you're you're retaining 90% plus not 90% 85 whatever percent plus annually which is pretty good especially with a with a with a an avatar that there's so many of. Yes. Uh which is really really outstanding. It's like a proumer avatar nor like

[4:04] YouTube https://youtu.be/hS5rHVXcdP4?t=237 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
those are really good numbers for proumers. Um and so I would yeah I would strongly consider uh making the pivot. I don't normally say this, but I actually think that for your business, it does make sense. Thank you. You're welcome. 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

[4:20] YouTube https://youtu.be/hS5rHVXcdP4?t=253 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
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 broke it into these 10 stages and

[4:35] YouTube https://youtu.be/hS5rHVXcdP4?t=268 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
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 resources, and finance. And so, no

[4:48] YouTube https://youtu.be/hS5rHVXcdP4?t=281 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
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

[5:02] YouTube https://youtu.be/hS5rHVXcdP4?t=295 || Helping a Marketing Agency Stuck at $2.5M Scale to $10M
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 Financial Services Business Scale
URL: https://youtu.be/hXRBeAji7zw
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:01] YouTube https://youtu.be/hXRBeAji7zw?t=0 || Helping a Financial Services Business Scale
out resetting my mind. Um I do financial services for I network entrepreneurs basically investment insurance accounting and um my main offer is infinite banking. It's driving 70% of the profits and u and 70% of the leads come from meta ads. So now um I would like to go to three millions this year. I just made my two

[0:23] YouTube https://youtu.be/hXRBeAji7zw?t=16 || Helping a Financial Services Business Scale
first months in a row at over 100k. So I would I would like to to keep that pace and go higher. So my question is am I having a limiting belief now to focus in on my market which is Quebec the the French part of Canada or I should should I go Canada wide faster than I think. So currently you're running meta ads I'm

[0:48] YouTube https://youtu.be/hXRBeAji7zw?t=41 || Helping a Financial Services Business Scale
guessing to some sort of webinar or live not even webinars. We did talk about it a bit in the in the round tables, but uh this is something I'm open to do. What are you currently doing? Uh it's 101 meetings and uh I have a team that help me uh that help me um uh how do you say that? What's LTV to CAC?

[1:07] YouTube https://youtu.be/hXRBeAji7zw?t=60 || Helping a Financial Services Business Scale
My LTV to CAC is 60 to1. That's great. So keep doing that. So I have two person that help me in calling the people just to figure out if there there's a fit. And you're closing. And we're closing. You're closing. Yeah. Yeah. Okay, that makes more sense. Um, okay. So, the question is just, should you crush Quebec or move Canadawide?

[1:26] YouTube https://youtu.be/hXRBeAji7zw?t=79 || Helping a Financial Services Business Scale
Yeah. Well, what percentage of Quebec have you sold? I don't know, honestly. I don't know. Well, I think if you're doing a million bucks a year, you can probably do more in Quebec. Um, I would I mean, given the the size ticket of the business that that you're in, I think you get to five, maybe 10 million from doing that in that

[1:47] YouTube https://youtu.be/hXRBeAji7zw?t=100 || Helping a Financial Services Business Scale
specific market. So, let's play devil's advocate. Why can't you go to Canada immediately? Uh maybe content concern. I have one advisor that is perfectly bilingual, speaking even better English, so I can coach him, I guess, doing content. So just language barrier. That's the only real issue limiting you.

[2:06] YouTube https://youtu.be/hXRBeAji7zw?t=119 || Helping a Financial Services Business Scale
One one of them is it I mean I'm sure finding English speakers in Canada is not going to be that hard. No, it it is not. No, no, no, no, no. Yeah, I think I can find them. 51st date. I'm just kidding. Anyways, um uh no. Um so do you think I have I'm having limiting belief like in Quebec? Just get somebody speaks English.

[2:26] YouTube https://youtu.be/hXRBeAji7zw?t=139 || Helping a Financial Services Business Scale
Yeah, I don't think I mean I think I mean Canada, this is not me trying to be porative, but like Canada is basically a state, you know what I mean? Like Los Angeles, Los Angeles metropolitan area has the same population as Canada, just LA metro, eight millions people. Yeah. So it's a lot. Um, and so no, I

[2:42] YouTube https://youtu.be/hXRBeAji7zw?t=155 || Helping a Financial Services Business Scale
don't I I think if you just target Canada and you're a Canada company, I don't think you have any issues. Okay. Yeah. So from a limiting belief perspective, yes, I don't think it's going to I you could just probably expand your your reach tomorrow or find a way to still doing what I'm doing while I strategy to expand to Canada as

[2:59] YouTube https://youtu.be/hXRBeAji7zw?t=172 || Helping a Financial Services Business Scale
soon as I can. I mean, if you're running ads, you just change the targeting of the headline. Like not a lot's going to change besides that. And so either you're going to run one of two strategies. Either you're going to change it to more generic headline and say Canadians, right, or whatever or you would run like 20 campaigns that

[3:15] YouTube https://youtu.be/hXRBeAji7zw?t=188 || Helping a Financial Services Business Scale
have local ads for each local market. Okay? And I would bet that one will work better. Okay. If I had to bet, but sometimes targeting, if you go really broad, can drive down the cost. So, I would just test both. Okay. You're going to test test both and see what works. But either way, as long as the licenses

[3:31] YouTube https://youtu.be/hXRBeAji7zw?t=204 || Helping a Financial Services Business Scale
that you have apply for all of Canada for you to sell the type of insurance that you do, I don't see any reason to stop. Okay? Like we own a infant. Well, not it's just insurance company, but like there that's a product that one of our companies sells and um we sell nationwide. Okay. Thank you. Yeah, you bet. Thank you. If you're a

[3:47] YouTube https://youtu.be/hXRBeAji7zw?t=220 || Helping a Financial Services Business Scale
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 more importantly where

[4:02] YouTube https://youtu.be/hXRBeAji7zw?t=235 || Helping a Financial Services Business Scale
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 business across product, marketing,

[4:15] YouTube https://youtu.be/hXRBeAji7zw?t=248 || Helping a Financial Services Business 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. free. You can go to acquisition.com/roadmap, plug in your business information, and

[4:29] YouTube https://youtu.be/hXRBeAji7zw?t=262 || Helping a Financial Services Business Scale
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

[4:43] YouTube https://youtu.be/hXRBeAji7zw?t=276 || Helping a Financial Services Business Scale
live.


VIDEO
TITLE: Stop Calling a Payment Plan a Membership
URL: https://youtu.be/hkHOOqHq2aM
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/hkHOOqHq2aM?t=0 || Stop Calling a Payment Plan a Membership
I am coming from Serbia. Uh I sell actually scale small businesses in that area. Our offer is grand slam offer. We offer them 30% net profit increase or we give them money back uh on the end of the mastermind period is one year. Right. On top of that mastermind we do other things for them. We do complete P\&L for

[0:23] YouTube https://youtu.be/hkHOOqHq2aM?t=16 || Stop Calling a Payment Plan a Membership
them. Oneonone we have experts for that. We do organization chart and we do lawyer support. All right. So our revenue right now is 2.4 million. Profit is 1.2. And now we want to scale to 5 million profit. Okay. And right now I'm debating between two two plus one thing. So first is to raise the prices as we separate the mastermind

[0:49] YouTube https://youtu.be/hkHOOqHq2aM?t=42 || Stop Calling a Payment Plan a Membership
into four groups. It's pretty specific. That's why I want to tell you. So we have four different groups of people in order to the questions which they have on the weekly calls are related to that area where they are right now. Okay. So we have 0 to five I speak only profit last 12 months before they start to work

[1:06] YouTube https://youtu.be/hkHOOqHq2aM?t=59 || Stop Calling a Payment Plan a Membership
with us. So 0 to 5k 5k to 50k 50 to 150 and 150 to 500k. Okay. And right now we don't have nothing to sell after that mastermind except for some people who renew and go in the group which they are not smarter anymore. However, in the end again we don't have a lot to sell them after that because the lessons are the same

[1:29] YouTube https://youtu.be/hkHOOqHq2aM?t=82 || Stop Calling a Payment Plan a Membership
problems can change. So the one model is to increase the prices. Another model is to create the second product after that first product which they can buy from us. And third option is something what similar like you are doing some revenue share or profit share or something like that. Yeah. Um well you could probably create a network

[1:53] YouTube https://youtu.be/hkHOOqHq2aM?t=106 || Stop Calling a Payment Plan a Membership
for the people on the back end um and charge less than what your current rate is. Uh because obviously there's some sort like if you think of this this is probably pretty helpful for a lot of people. So if you think about continuity in general you have things that are consumable and things that are one time.

[2:07] YouTube https://youtu.be/hkHOOqHq2aM?t=120 || Stop Calling a Payment Plan a Membership
And I think the big mistake that a lot of business owners make is that they will try and bill on a recurring basis for something that is a one-time deliverable, right? Which is fundamentally calling a payment plan a membership. Uh and so um I'm I'm not a fan of that overall because you're always like, "Why

[2:22] YouTube https://youtu.be/hkHOOqHq2aM?t=135 || Stop Calling a Payment Plan a Membership
is my turn so high?" It's like, "Well, they finished paying for the thing and so they got the thing, that's it, right?" It's like a car payment person being like, "I have fiveyear LTV on my on my car buyers." It's like, "No, they bought a car and they financed it. Like, calm down." Um, and so, and so within

[2:36] YouTube https://youtu.be/hkHOOqHq2aM?t=149 || Stop Calling a Payment Plan a Membership
the context of of your business and everyone else's business, if you can be really clear about what are the things that are consumable that they're going to use on a monthly basis versus the thing they just learn once and then no longer need you for. So, like access to calls, which is probably not that

[2:49] YouTube https://youtu.be/hkHOOqHq2aM?t=162 || Stop Calling a Payment Plan a Membership
valuable. It's somewhat valuable, but less valuable than the information, um, has a price that people would be willing to pay for it. access to the community and probably some sort of in-person meetups because you are local. Um probably would confer a decent amount of value because most people who are

[3:04] YouTube https://youtu.be/hkHOOqHq2aM?t=177 || Stop Calling a Payment Plan a Membership
business owners beyond a certain size at least there's a strong percentage of them would like to be around other business owners of that size so that they can learn from them. Um and it just honestly it's just less lonely. And so I think that you could have that back end where it's very light touch for you. You

[3:18] YouTube https://youtu.be/hkHOOqHq2aM?t=191 || Stop Calling a Payment Plan a Membership
organize two or three times a year for them to get together, share the things that are working well. they get access to some community and if you want some Q\&A if you feel like it I think you could probably do without the Q\&A and just have the two or three meetups a year because that's where you're going

[3:30] YouTube https://youtu.be/hkHOOqHq2aM?t=203 || Stop Calling a Payment Plan a Membership
to get the majority of the value and probably charge somewhere in the neighborhood of a third to maybe probably about a third of the price of your normal thing for them to stay into that continuity and I think you probably really enjoy that and you'll probably get more referrals and all that stuff. So that's that's what I would probably

[3:44] YouTube https://youtu.be/hkHOOqHq2aM?t=217 || Stop Calling a Payment Plan a Membership
look at from the backend perspective. Um from the front end uh I would increase prices if our close rate like what's your close rates right now? So we are doing like this content lead to the webinar webinar lead to the conference. We have big conferences every six months and on the conference I sell one to many

[4:03] YouTube https://youtu.be/hkHOOqHq2aM?t=236 || Stop Calling a Payment Plan a Membership
from the room of 500 people we close uh 20%. So we collect like 1 million in sales on that presentation of two hours and I do that every six months. So closing rate is around 20%. I would rather you just do one a quarter. That's that's also optional. Yeah, because if you're at 20, then you're I wouldn't say you're like you're

[4:23] YouTube https://youtu.be/hkHOOqHq2aM?t=256 || Stop Calling a Payment Plan a Membership
doing you're kind of like at KPI. I wouldn't raise the price because you'll probably just you'll I think you'll probably break even. Now, you might just be like, okay, I'd rather serve fewer people, which is fine, but I don't get that immediate impression. And so, I probably wouldn't go price raise. I

[4:39] YouTube https://youtu.be/hkHOOqHq2aM?t=272 || Stop Calling a Payment Plan a Membership
probably increase frequency and then I would have the backend thing. If you want to charge more in the back end some another product which is like four times like higher price to increase the LTV what you would recommend. I wouldn't. Okay. I'll tell you why. It's just like based on your revenue level right now and the

[5:00] YouTube https://youtu.be/hkHOOqHq2aM?t=293 || Stop Calling a Payment Plan a Membership
number of different cohorts you're serving the like like do do I think you could sell the four times higher revenue thing? Sure. Do I think you could deliver on it? Probably not. It's just like if you're going to charge four times as much money, you better have a really robust team that's going to deliver that value. And if you don't,

[5:17] YouTube https://youtu.be/hkHOOqHq2aM?t=310 || Stop Calling a Payment Plan a Membership
you're just going to have people hate you. So, I'd rather you just basically downell the upsell and try to try to shoot for revenue retention, which is, hey, I want to get you into the alumni network, which is a third of the price, and you get to be only with the ballers. And then the thing is is that your gross

[5:32] YouTube https://youtu.be/hkHOOqHq2aM?t=325 || Stop Calling a Payment Plan a Membership
profit on that will be super high because it's so light touch. So, it's like I'd rather, like I told you guys yesterday, I look at gross margins and I look at revenue retention. If I can find something that people will just continue to pay for and it doesn't cost me a lot and it makes me a good amount of money,

[5:44] YouTube https://youtu.be/hkHOOqHq2aM?t=337 || Stop Calling a Payment Plan a Membership
I'm just like cool. I'd rather like if I could char if I could if I could sell something that cost $10,000 uh to a customer that cost me $100 and uh everyone keeps buying it. I don't necessarily want to build a $100,000 thing. I just want to sell more of that. So, even if I could do a $100,000 thing

[6:03] YouTube https://youtu.be/hkHOOqHq2aM?t=356 || Stop Calling a Payment Plan a Membership
and it would cost me $30,000, so I'd make 70 on that, I just kind of like, why bother? Why don't we just sell like seven or six more of the 10Ks and not even bother with the other thing and I'd still make the extra 60k in gross in gross margin? Does that make sense? Yeah. But on the front end, just one

[6:20] YouTube https://youtu.be/hkHOOqHq2aM?t=373 || Stop Calling a Payment Plan a Membership
more follow up on that one. On the front end, if we sell like now we have 200 clients paying 1K per month, it's pretty simple math. If we have like 500, I think the satisfaction rate will drop down because it will be too much people in the room not having ability to ask the question and satisfaction.

[6:36] YouTube https://youtu.be/hkHOOqHq2aM?t=389 || Stop Calling a Payment Plan a Membership
Where is that? Where is that the front end thing or the back? Front front. Well, sure. I mean, if you have supply issue, you can raise the price. That's fine. That's what I say. Like if you want to serve fewer customers, then yeah, raise the price. That's fine. Okay. Thank you. Yeah. So, if you've hit a revenue

[6:49] YouTube https://youtu.be/hkHOOqHq2aM?t=402 || Stop Calling a Payment Plan a Membership
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.


VIDEO
TITLE: Helping a $1.8M Roofing Company Get to $70M
URL: https://youtu.be/hyfJiJG9pd4
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/hyfJiJG9pd4?t=0 || Helping a $1.8M Roofing Company Get to $70M
sell uh roofs to residential homeowners or commercial uh building owners. Um we're about 10 months old, did 1.8 million in revenue this year? Uh yeah, somewhat. Uh a lot of the guys like I've been in the industry for a while. So I had a lot of return customers. Did about 1.1 from return and then my four sales guys brought the rest of the

[0:18] YouTube https://youtu.be/hyfJiJG9pd4?t=11 || Helping a $1.8M Roofing Company Get to $70M
business. Um short-term goal would be 8 million regard to that and then longterm would be around 70 and exit. Um the problem is we don't know what model to choose or how to do it. So like was it franchising? Are you going to do insurance and stormchase or are you going to do private like cash pay like new?

[0:36] YouTube https://youtu.be/hyfJiJG9pd4?t=29 || Helping a $1.8M Roofing Company Get to $70M
We haven't done any stormchasing. So it's all new roofs and repair. So So it's the market that we live in is is we get storms every year. Okay. So um yeah. Have you It's insurance. 95% is insurance. Okay. It's insurance. Got it. Okay. Yeah. So what I guess my question is like how would you scale or what model

[0:54] YouTube https://youtu.be/hyfJiJG9pd4?t=47 || Helping a $1.8M Roofing Company Get to $70M
would you choose and then how would you go about building that? Well, you already have 95% insurance, so I would probably keep doing that. So, what stops you from doing that? Well, we're going to stay with insurance. Well, insurance is changing a little bit. Deductible is going up. Homeowners don't want to get their roofs done as

[1:10] YouTube https://youtu.be/hyfJiJG9pd4?t=63 || Helping a $1.8M Roofing Company Get to $70M
often. But would you scale to multiple locations, like different cities, or would you do like a franchise model? Do you feel like you've nailed the model? No. I would so right now what I what I wouldn't want to do is try and make a decision with incomplete information when it when when it could be knowable

[1:30] YouTube https://youtu.be/hyfJiJG9pd4?t=83 || Helping a $1.8M Roofing Company Get to $70M
and so I think once you nail the model then the path will become really clear and so if you know the model and then the returns on capital are really like interesting and you can be more patient then owning them all privately becomes more interesting. If uh it costs a ton of capital to open up um and let's say

[1:47] YouTube https://youtu.be/hyfJiJG9pd4?t=100 || Helping a $1.8M Roofing Company Get to $70M
it requires a lot of like oversight then sometimes a franchise model can be good but fundamentally I kind of see franchises as like being impatient. Just being honest uh because like all it basically it's the most expensive form of capital is you say hey uh we're going to partner and you're going to take

[2:06] YouTube https://youtu.be/hyfJiJG9pd4?t=119 || Helping a $1.8M Roofing Company Get to $70M
you're going to put all the money in and I'm only I'm going to become a you know maybe you get eight% of top line. So maybe figuratively it's like 25% partner or 30% partner to location which is okay like nothing wrong with that but I have seen such a graveyard of you know 20 location franchises that make no money

[2:24] YouTube https://youtu.be/hyfJiJG9pd4?t=137 || Helping a $1.8M Roofing Company Get to $70M
and the amount of work that it takes to maintain 20 is about the same amount of work as it takes to maintain 20 where you own them all. It just happens faster but you make way less money. So I um I have a habit of flipping franchises back into let's own them all. like the teeth whitening chain that we

[2:40] YouTube https://youtu.be/hyfJiJG9pd4?t=153 || Helping a $1.8M Roofing Company Get to $70M
bought. Uh when we bought it, we had 14 uh corporate stores. We had 18 open franchises. And so then over the last 12 months, we bought out all 18 franchisees. And so now we own all 32. But then like all of the administrative headache has just basically disappeared because we just run them the way we want

[2:56] YouTube https://youtu.be/hyfJiJG9pd4?t=169 || Helping a $1.8M Roofing Company Get to $70M
to run them and we make more money. But yeah, I think you need to nail it and then the scaling of path will become clearer. I know that's not the the sexiest answer, but that's probably the truth. No, 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

[3:12] YouTube https://youtu.be/hyfJiJG9pd4?t=185 || Helping a $1.8M Roofing Company Get to $70M
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

[3:27] YouTube https://youtu.be/hyfJiJG9pd4?t=200 || Helping a $1.8M Roofing Company Get to $70M
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

[3:40] YouTube https://youtu.be/hyfJiJG9pd4?t=213 || Helping a $1.8M Roofing Company Get to $70M
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

[3:54] YouTube https://youtu.be/hyfJiJG9pd4?t=227 || Helping a $1.8M Roofing Company Get to $70M
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 an Indoor Golf Business Scale
URL: https://youtu.be/i9B3qiW90sc
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/i9B3qiW90sc?t=0 || Helping an Indoor Golf Business Scale
I'm a brick and mortar franchise owner. Um I own five indoor golf simulator locations across the country. I've got um FDDDs in place to scale up to 12. Are you franchiser or franchisee? Franchises. Okay, got it. So um one of the constraints that I experience every year is um predominantly a seasonal business. So

[0:23] YouTube https://youtu.be/i9B3qiW90sc?t=16 || Helping an Indoor Golf Business Scale
when they started in the Midwest and when it's cold and people can't get out to the golf courses, they come indoors and play. But the constraint is in the summertime, my utilization just drops right off the table. And I'm trying to push forward based on some some information I got from customers about what they really like

[0:42] YouTube https://youtu.be/i9B3qiW90sc?t=35 || Helping an Indoor Golf Business Scale
about the place. It's like, you know, time in time to play a game is much shorter indoors. The weather's always consistent. A lot of things like that. and I'm trying to push my branding in that direction so I can address some of that low utilization in the offseason. Do you have any ideas that you could

[0:58] YouTube https://youtu.be/i9B3qiW90sc?t=51 || Helping an Indoor Golf Business Scale
offer on that? Yeah, I mean obviously I'm here in Vegas and I would be like want to do 18 in under 30 minutes and it be air conditioned with a drink in hand. Like I I mean you could sell me, right? You know, I just like air conditioning in general. But um but yeah, I mean I think I think that's the because I was

[1:15] YouTube https://youtu.be/i9B3qiW90sc?t=68 || Helping an Indoor Golf Business Scale
thinking I was like all right because a lot like lawn care guys have the same issue, right? It's like when it's the winter for them it's the opposite issues. Like so then they have to get into snow plowing. They call it the onseason and offseason. Terrible by the way. You're in a seasonal business. Don't call it the offseason because then

[1:26] YouTube https://youtu.be/i9B3qiW90sc?t=79 || Helping an Indoor Golf Business Scale
everyone's going to treat it like the offseason. Uh you just lose money the whole time. Um but I think that I think that that perspective um makes sense like the the benefits of indoor. Now I would bet that the places where it's hottest in the summer um might benefit the most from that. It's like get out of

[1:44] YouTube https://youtu.be/i9B3qiW90sc?t=97 || Helping an Indoor Golf Business Scale
the summer heat and like because you have a time component and you have a comfort component which I actually think are pretty strong. Um and so I would just be leading with those like everyone want faster and everyone wants things to be easier and so you do both. So just f focus my branding and and sales in that direction.

[2:00] YouTube https://youtu.be/i9B3qiW90sc?t=113 || Helping an Indoor Golf Business Scale
Yeah. Thank you sir. Yeah. And I was instead of branding I would just say that's the messaging. Yeah. Just from a delineation. Yeah. So,


VIDEO
TITLE: The Real Reason Your Meta Ads Aren’t Converting
URL: https://youtu.be/iiX23it0jUg
PRIMARY_TOPIC: scaling
TOPICS: scaling, leads, ads, scaling

[0:00] YouTube https://youtu.be/iiX23it0jUg?t=0 || The Real Reason Your Meta Ads Aren’t Converting
Perfect. So my name is Huffton. I have three locations, three dental offices in Southern California. So as of right now, we are doing around $2 million in revenue and we are essentially stuck. One of our offices is doing $1.2 million in revenue and the other two offices are underutilized. Okay. About 3 to 400,000.

[0:28] YouTube https://youtu.be/iiX23it0jUg?t=21 || The Real Reason Your Meta Ads Aren’t Converting
Okay. And you said dental offices. Health conscious. Yeah. Yeah. Dental offices. Okay. Got it. Do dentistry in Orange County. Word. So what's what's holding you back? So we have a lead acquisition problem. So as of right now, we get about 30 new leads a month from a referral for all three locations. We're still

[0:55] YouTube https://youtu.be/iiX23it0jUg?t=48 || The Real Reason Your Meta Ads Aren’t Converting
Yeah. For all three locations. So you must be high ticket. Yeah. Yeah. High ticket. Okay. What's the average case size? Average case size presented is probably around 19,000 or so. Okay. Is this uh like veneers or something like that? A lot of implants, veneers. Okay. And like full mouth rehab. Yeah.

[1:16] YouTube https://youtu.be/iiX23it0jUg?t=69 || The Real Reason Your Meta Ads Aren’t Converting
Got it. Word. Okay. So, what do you you have one referral partner who's getting you 30 leads a month? Correct. Okay. Got it. Um, any reason you don't get like what did you do to get the referral partner that you have? We essentially just signed up signed up on our website. She's a big YouTube personality.

[1:36] YouTube https://youtu.be/iiX23it0jUg?t=89 || The Real Reason Your Meta Ads Aren’t Converting
Okay. And we're on a map essentially. Okay. Got it. Um, are there other people who exist like her in the world? There are there's one more. He's in Germany, but she's kind of the biggest one. Okay. Uh, can you get more from her or 30 is the absolute max of what she offers? So, I mean, we can get more, but it's

[2:00] YouTube https://youtu.be/iiX23it0jUg?t=113 || The Real Reason Your Meta Ads Aren’t Converting
it's not a direct referral. People find us on our website. Okay. And then they call us and we schedule. And how do they find you? They just find us on the map. We're the only people in Orange County. Okay. So, any reason you're not running PPC, pay-per-click? So, we we do run PPC at the moment. We ran a Facebook

[2:22] YouTube https://youtu.be/iiX23it0jUg?t=135 || The Real Reason Your Meta Ads Aren’t Converting
campaign about $10,000 a month with an agency. Okay. And the agency was the the copy was all towards low low hanging fruit and there was a lot of discount compassers. Uhhuh. So, right now I mean sorry over those three months we got zero patients. Okay. Uh, and then as of right now, we're at $12,000 a month

[2:51] YouTube https://youtu.be/iiX23it0jUg?t=164 || The Real Reason Your Meta Ads Aren’t Converting
in Google campaign. And so, so you are still spending that money. You're just not getting patience from it. Just started. Just started last week to be honest. Got it. What's the offer? Offer is essentially a free consultation with a free beam scan, free smile assessment, and discounted cleaning. Yeah. Um, what can you do?

[3:20] YouTube https://youtu.be/iiX23it0jUg?t=193 || The Real Reason Your Meta Ads Aren’t Converting
Well, so you're spending this money now. Are you getting clicks? Are you getting leads? I've had a few clicks, few leads, but a lot of the keywords we're searching for are pretty low low volume. Uhhuh. So, we don't get too many clicks to be honest, but we have got a few phone calls, but no no actual conversion just

[3:42] YouTube https://youtu.be/iiX23it0jUg?t=215 || The Real Reason Your Meta Ads Aren’t Converting
yet in the past week and a half. Yeah. Um, so what's the sales motion? So they opt in on the site. Then what happens? They opt in and then I give them a call personally within two minutes. Wow. Okay. And then what happens? So once they once I give them a call, I get them scheduled as soon as possible.

[4:04] YouTube https://youtu.be/iiX23it0jUg?t=237 || The Real Reason Your Meta Ads Aren’t Converting
But as of right now, so we have one doctor working between three offices. Okay. booked out about two and a half weeks. Okay. So, we are essentially booking empty slots which are few and far between. So, our show rate is decent. It's about 70% but it's about 3 weeks out. Okay. And you just haven't met with

[4:30] YouTube https://youtu.be/iiX23it0jUg?t=263 || The Real Reason Your Meta Ads Aren’t Converting
these people yet or you have Sorry if I'm sorry if I'm talking weird. I hear a little echo in the background. Yeah. No, I hear it. So, they opt in, you call, you schedule them three weeks out. Okay. Then what happens? They they show up. We present the treatment plan. We educate them on exactly why we're doing this and what

[4:51] YouTube https://youtu.be/iiX23it0jUg?t=284 || The Real Reason Your Meta Ads Aren’t Converting
the difference is between normal. You pitch them and holistic dentistry is. Yeah. And you pitch them, right? Yeah. Okay. And get them scheduled as soon as possible. And then you get them rescheduled after they pay. You mean rescheduled? Uh I guess scheduled for their first appointment. But the first appointment is the thing

[5:08] YouTube https://youtu.be/iiX23it0jUg?t=301 || The Real Reason Your Meta Ads Aren’t Converting
that they show up for, right? Correct. That's where you tell them all these different you pitch them and then they come to another appointment that's a dental appointment. Yes. Okay. So, you do sell them on that first appointment. Correct. Correct. Okay. Got it. And so, you have leads that are going through this process.

[5:26] YouTube https://youtu.be/iiX23it0jUg?t=319 || The Real Reason Your Meta Ads Aren’t Converting
Since you're spending money on PPC right now, have you made any sales from that? From PPC? Not yet. No. So, you said you have 70% that are showing up. How many have showed up to create the 70%. So, we used to run PPC in the P, but it was pretty low. So, right now, you said you're running Google ads. So,

[5:46] YouTube https://youtu.be/iiX23it0jUg?t=339 || The Real Reason Your Meta Ads Aren’t Converting
what ads are you running for Google Ads that you're spending 12,000 a month on that you're getting 70% shop price for? So, we have the Google ads running for 12,000 a month right now. Right. So, what are the what are these Google ads on what platform? Like I said PPC, which is AdWords, which is the same like

[6:04] YouTube https://youtu.be/iiX23it0jUg?t=357 || The Real Reason Your Meta Ads Aren’t Converting
basically I'm saying the same thing. You're saying one, you're saying we used to run PPC, now we run Google ads. Those are the same thing unless you're running Google display, which I doubt, or YouTube ads that are pre-roll, but you probably would have said YouTube ads. So, what are you what are we talking

[6:18] YouTube https://youtu.be/iiX23it0jUg?t=371 || The Real Reason Your Meta Ads Aren’t Converting
about? Yeah, I think we're talking about the same thing. I think I'm being a little bit confused. I agree. That's my point. So, you had an agency and then now you run an in-house and you're spending 12,000 a month. You have 70% showing up. So, people So, you're spending 12,000 on these keywords, right?

[6:34] YouTube https://youtu.be/iiX23it0jUg?t=387 || The Real Reason Your Meta Ads Aren’t Converting
Not yet. We We have 12,000 allotted. Haven't been able to spend it yet. So, you haven't spent $12,000. No. No. We have $1,200 budget. Then where are these where the 70% Where's the 70% show rates coming from? How many leads do you have that created that? The 70% show up rate is coming from the referral.

[6:54] YouTube https://youtu.be/iiX23it0jUg?t=407 || The Real Reason Your Meta Ads Aren’t Converting
Oh, okay. Okay. So, you have a budget of $12,000 for Google Adwords that you have not run yet. Correct. It's running. Okay. Haven't utilized budget yet. Yeah. So, you haven't spent any of the money? No. Maybe like 100 bucks so far has been actually utilized. Okay. Okay. Did the Did the other the agency

[7:21] YouTube https://youtu.be/iiX23it0jUg?t=434 || The Real Reason Your Meta Ads Aren’t Converting
were they able to spend your money? Yes. Okay. Got it. So, I I'll tell you I'll tell you the the two solutions. All right. Number one is the agency that you were working with, did they have customers who sold the level ticket that you sell? Yes. Okay. Got it. And so what were those people doing that you aren't doing?

[7:44] YouTube https://youtu.be/iiX23it0jUg?t=457 || The Real Reason Your Meta Ads Aren’t Converting
So they were You know what? Let me rephrase that I'm so sorry. We were higher ticket than every single one of their customers. Okay. But did any of them sell like they provided? Did they sell anything that was in like the 8,000 plus range? Oh yeah. Yeah. 100%. Everything they only marketed one thing essentially.

[8:06] YouTube https://youtu.be/iiX23it0jUg?t=479 || The Real Reason Your Meta Ads Aren’t Converting
They they marketed like all X is what it's called. Okay. Which for us is a $40,000 procedure. Okay. So they do sell stuff that's more expensive. Yes. 10 to $20,000. Yeah. So, what I was trying to what I was trying to lead you to was the idea that you agent there was nothing wrong with the agency. They were getting you

[8:26] YouTube https://youtu.be/iiX23it0jUg?t=499 || The Real Reason Your Meta Ads Aren’t Converting
leads and you had a up sales motion. And so, I'll say like if I'm in your shoes, I would probably call that agency back up and say, "Can you connect me with the three or four people that you're currently working with that are not in my area that are making this work?" Now, in all likelihood, you said they

[8:46] YouTube https://youtu.be/iiX23it0jUg?t=519 || The Real Reason Your Meta Ads Aren’t Converting
were bringing the wrong type of people, right? Correct. But it's only the wrong type of people because there's no sales motion to basically educate them into becoming the right type of people. So I'll give you an example of this. Back in the day when Groupon was a thing, which you may remember, there were plenty of

[9:01] YouTube https://youtu.be/iiX23it0jUg?t=534 || The Real Reason Your Meta Ads Aren’t Converting
businesses that got on Groupon and people would flood, you know, the front end with kind of these low barrier offers. The business owners that didn't understand sales and basically compared, well, I get these referrals that are super hot and they just buy when I offer it to them compared to cold traffic

[9:14] YouTube https://youtu.be/iiX23it0jUg?t=547 || The Real Reason Your Meta Ads Aren’t Converting
sales, which is what this is. Uh, these people are all low quality. It's like, yeah, of course, compared to referrals, they're they're all going to be low quality, but believe it or not, these leads that that agency was sending you is still higher quality than metal leads. And so, you had this the second

[9:28] YouTube https://youtu.be/iiX23it0jUg?t=561 || The Real Reason Your Meta Ads Aren’t Converting
hottest leads coming to you and you weren't able to convert them. And so, the problem is the process. So, can I walk you through what I think you should do and probably turn the agency back on? Yeah. So, just just want to let you know one thing as well. So, the agency was metal leads. Okay. Well, yeah. Then then metal leads.

[9:44] YouTube https://youtu.be/iiX23it0jUg?t=577 || The Real Reason Your Meta Ads Aren’t Converting
Yeah. That's going to be lower quality. And I'll walk you through what what should happen. If you've never had metal leads come in and you just like were expected to run the same process, there's no chance you're going to be successful. I'll just tell you right now. Mhm. Okay. Yeah. So, let's say you've got meta ads. I'm

[9:58] YouTube https://youtu.be/iiX23it0jUg?t=591 || The Real Reason Your Meta Ads Aren’t Converting
just going to walk you through and we're going to wrap with Okay. So, you've got your meta ads. You're going to go to whatever the offer pages and they're going to opt in. Okay. Cool. Did they make the opt-in page? Yes. Okay. So, I'm sure they already had a format that was working. After the opt-in page, what was the step in that

[10:14] YouTube https://youtu.be/iiX23it0jUg?t=607 || The Real Reason Your Meta Ads Aren’t Converting
funnel? after the Austin page, it would pop up in a go high level page. Okay. And then I would call them immediately. Okay. So, you would did was there a scheduling thing there on the thank you page? Yeah. They received a VSSL. Mhm. That I made as well as they would also receive automated reminders and text

[10:39] YouTube https://youtu.be/iiX23it0jUg?t=632 || The Real Reason Your Meta Ads Aren’t Converting
messages. Okay. But you set them on the phone, right? Yeah. And you're saying none of the leads were good? None of them qualified for financing. We brought we brought a few of them in, but I mean these are all people who are missing most of their teeth. So almost like borderline homeless people were

[11:00] YouTube https://youtu.be/iiX23it0jUg?t=653 || The Real Reason Your Meta Ads Aren’t Converting
coming in. So they just weren't worth our time to give free consultations. Yeah. So you don't have to give free consultations to people if they don't qualify. So I would say fundamentally like I this still feels very confusing because like PBC is probably the number one channel for for uh dentist doing high ticket

[11:20] YouTube https://youtu.be/iiX23it0jUg?t=673 || The Real Reason Your Meta Ads Aren’t Converting
work like this and so the keywords that you were selecting uh that you're currently bidding on. Uh there's probably more that you're missing number one. Number two from the sales process having the VSSL before and after that stuff's good. Meta will always get you more leads than PPC will because it's

[11:35] YouTube https://youtu.be/iiX23it0jUg?t=688 || The Real Reason Your Meta Ads Aren’t Converting
interruption based rather than intent based, but the leads will be colder, but there's an ocean of them and you can spend a lot more, right? And so, um, the vast majority like there's also a cost thing like you probably have to spend I would say somewhere in the neighbor of$5 to $10,000 per sale is probably what you

[11:49] YouTube https://youtu.be/iiX23it0jUg?t=702 || The Real Reason Your Meta Ads Aren’t Converting
would expect, uh, to spend for something like this. And that would be kind of like industry average. And so, you know, the spend that you actually had with them was relatively low. Um, especially if it was kind of like the first time you were really doing it. So, you spent 30 grand. And I can understand why that would be

[12:02] YouTube https://youtu.be/iiX23it0jUg?t=715 || The Real Reason Your Meta Ads Aren’t Converting
frustrating. Um, but like I would I would get out of the perspective of like all the leads are like are you in a poor area? No. No. You're in Orange County, right? So like there there's for sure like there is a PPC path. There is a meta path. Both of them work. There's going to be opt-in speed to lead VSSL before when

[12:22] YouTube https://youtu.be/iiX23it0jUg?t=735 || The Real Reason Your Meta Ads Aren’t Converting
they walk in the door, second VSSL when they're in person for the waiting room. And then when you present, you'll anchor high, get financing from the way from them walking in the door. You'll also get card on file. It'll probably be split because some people take financing, some people pay with the card. Um, but you should collect that

[12:37] YouTube https://youtu.be/iiX23it0jUg?t=750 || The Real Reason Your Meta Ads Aren’t Converting
before you present payment regardless. And then from the sales motion itself, um, I mean, if they were truly homeless, then yeah, that's a waste of time, and we should have we should have screened for that on the on the call itself. But like, what was your cost per lead, right, on on Meta? I wouldn't honestly, I'm not 100% sure.

[12:55] YouTube https://youtu.be/iiX23it0jUg?t=768 || The Real Reason Your Meta Ads Aren’t Converting
Okay. Um, that would be worth knowing obviously. Um, but like I would say that if you're on meta, you're probably going to expect to convert, especially at your price point, somewhere in the like 2 to 5% of leads range at your price point. And so it's like, okay, let's say cost per lead is 50 bucks. Uh, then it costs

[13:12] YouTube https://youtu.be/iiX23it0jUg?t=785 || The Real Reason Your Meta Ads Aren’t Converting
you if you convert 1% you're at 5 grand a sale. That that math maths. It's just that you have to expect when you're using meta ads that like these are not going to be PPC or referral ads. Like you're going to convert one out of 20, one out of 50. And you're going to have to put heavy screening on the front end.

[13:29] YouTube https://youtu.be/iiX23it0jUg?t=802 || The Real Reason Your Meta Ads Aren’t Converting
Yeah. The like those are the two screening. Would you suggest deposit? Say it again. For the screening for metal leads or even the paper click on Google campaigns as well. Huh? Would you suggest clipping a deposit? I would I would do a deposit if I felt if if we were having show up rate issues, but we aren't having show up

[13:51] YouTube https://youtu.be/iiX23it0jUg?t=824 || The Real Reason Your Meta Ads Aren’t Converting
rate issues. The issue I think is in the set. So basically the friction to get on the call with you and what you're saying on the set you should have like you shouldn't have had homeless people showing up at your dental office like you should have been able to qualify that on the phone and so on the

[14:05] YouTube https://youtu.be/iiX23it0jUg?t=838 || The Real Reason Your Meta Ads Aren’t Converting
set we should have gone for band right budget authority need timing like hey what are you looking for in terms of budget wise for this obviously this is a four figure plus investment just want to make sure this isn't some sort of shock for you the second thing is need-wise like how important is this from you from

[14:17] YouTube https://youtu.be/iiX23it0jUg?t=850 || The Real Reason Your Meta Ads Aren’t Converting
1 to 10 to get this solved uh like right and then they'll give you a number and you're like great whatever the number they say you say why isn't it a 10 and you say why wasn't it a one right and both of those scenarios basically get them to sell themselves on why it actually is important then the third

[14:31] YouTube https://youtu.be/iiX23it0jUg?t=864 || The Real Reason Your Meta Ads Aren’t Converting
question that you would ask is um timing like if we could wave a magic wand would you want it to get solved today or when would you want to do this you want to solve the people that are either today basically as soon as possible within the next few days the people who are like I would want to do this and push it out

[14:44] YouTube https://youtu.be/iiX23it0jUg?t=877 || The Real Reason Your Meta Ads Aren’t Converting
into the future those are kickers and are unlikely to close and then authority is are you the person who's going to be able to make the financial decision for yourself or do you need someone else's permission Mhm. And so if someone opts in after watching a VSSL, they fill out an application, uh, and then you get on the phone and

[15:02] YouTube https://youtu.be/iiX23it0jUg?t=895 || The Real Reason Your Meta Ads Aren’t Converting
you go through bant, you shouldn't have people who are unqualified who are walking in the door. Yeah. So it sounds like out of all the people that we actually screened and got in the door, one I would say was qualified. Yeah. So, I think like and the front end offer was a a free what? Free consultation and free $300 skin

[15:30] YouTube https://youtu.be/iiX23it0jUg?t=923 || The Real Reason Your Meta Ads Aren’t Converting
about $500 worth of value. Mhm. And it was leading to the implants, correct? Yeah. Yeah. Leading implants. Yeah. I don't think there like honestly like that offer is fine. The the process that you laid out is more or less fine. it was probably missing a VSSL before you walked in the door. But at going

[15:50] YouTube https://youtu.be/iiX23it0jUg?t=943 || The Real Reason Your Meta Ads Aren’t Converting
through all of these pieces with you, the set call was the issue. Mhm. And I also don't know anything about the metrics. Like I don't know how many leads we had and how much the cost per lead was. If you had like five leads for $10,000, that's too expensive. If you had a 10,000 leads, something was wrong.

[16:06] YouTube https://youtu.be/iiX23it0jUg?t=959 || The Real Reason Your Meta Ads Aren’t Converting
So if you were in the 50 to call it 150 range, it's probably about right. I don't know what the creative looked like. Yes. Were you in the creative or was it just statics? It was only me essentially. Okay. Full video is messed up. Okay. I've got good news and I got bad news for you. You might look homeless.

[16:28] YouTube https://youtu.be/iiX23it0jUg?t=981 || The Real Reason Your Meta Ads Aren’t Converting
I'm half joking. But the the reality is that Meta will find people that look like the avatar that's in the ad. And so making sure that the ad looks really premium, really high-end. And if you have a demographic that is more like your ideal customer, you want that person to be in the video. Yeah. Yeah. In the ad, we were in our

[16:48] YouTube https://youtu.be/iiX23it0jUg?t=1001 || The Real Reason Your Meta Ads Aren’t Converting
Newport Beach office and I'm wearing a full suit essentially haircut. Yeah. Are you wearing a suit or are you wearing a white lab coat? Dude, I'm not a doctor. You do dental implants? I'm not the doctor. I only manage the business. I am co-owner of the business, but we have a head doctor. Okay. You can wear a white lab coat, by

[17:10] YouTube https://youtu.be/iiX23it0jUg?t=1023 || The Real Reason Your Meta Ads Aren’t Converting
the way. I mean, I can. Yeah. Okay. Yeah. I'll tell you right now, if you didn't have a lab coat, no one knew that it was a dental office. Fair enough. So, if what's the ideal customer for you? Ideal customer is moms anywhere from 35 to 65. Okay. That are healthconscious. So, kind of going against Western medicine.

[17:39] YouTube https://youtu.be/iiX23it0jUg?t=1052 || The Real Reason Your Meta Ads Aren’t Converting
So, that's who you want in the ad. And you want her wearing a white lab coat, ideally attractive. Fair enough. I'm being dead serious, man. Yeah, that's what you need in the ads. That fixes the creative. And then you The set call piece was messed up. I do think though, given everything you're saying,

[18:01] YouTube https://youtu.be/iiX23it0jUg?t=1074 || The Real Reason Your Meta Ads Aren’t Converting
I think PPC is going to work better for you cuz it's a little bit easier because the leads are hotter. you're gonna have a lower quality in the beginning. So, I would probably like if I were you, I would pay for one-on-one with somebody who works at a PPC dental ad agency. I would look it up on LinkedIn. I'd find

[18:20] YouTube https://youtu.be/iiX23it0jUg?t=1093 || The Real Reason Your Meta Ads Aren’t Converting
the guy who's one or two levels below who's actually doing the clicking of the buttons and I pay that guy 500 bucks an hour to walk through the keywords that you should be bidding for. That's what I would do. Gotcha. Cool. Okay. come to a plan. Appreciate you, man. Alice, I appreciate it, man. Thank you

[18:39] YouTube https://youtu.be/iiX23it0jUg?t=1112 || The Real Reason Your Meta Ads Aren’t Converting
so much. You bet, dude. All right. Talk soon. You have a good one, man. You, too. We got there. We did it. We did it. We got there. Success. 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

[18:56] YouTube https://youtu.be/iiX23it0jUg?t=1129 || The Real Reason Your Meta Ads Aren’t Converting
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 where if you put in your business

[19:11] YouTube https://youtu.be/iiX23it0jUg?t=1144 || The Real Reason Your Meta Ads Aren’t Converting
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

[19:24] YouTube https://youtu.be/iiX23it0jUg?t=1157 || The Real Reason Your Meta Ads Aren’t Converting
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

[19:37] YouTube https://youtu.be/iiX23it0jUg?t=1170 || The Real Reason Your Meta Ads Aren’t Converting
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 $1.5M Business That Runs on 30 Minutes a Day Scale
URL: https://youtu.be/ilxS7c5icF4
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/ilxS7c5icF4?t=0 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
During co I learned to fly helicopters out of boredom and a coping mechanism for my first company that went bankrupt. Heard um I liked it so much that we ended up I ended up starting a a helicopter tour business. So we sell helicopter tours to tourists and corporate groups in Melbourne and Sydney. So we got two

[0:18] YouTube https://youtu.be/ilxS7c5icF4?t=11 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
locations. At the moment we're doing um a mill and a half in revenue and about 250 300k in profit. Yeah. Um, I've become somewhat um I've removed myself from the business. So, I work on it maybe half an hour, an hour a day. Um, and it's bought back my time, which I really enjoy. My personal ambition though is I'd

[0:37] YouTube https://youtu.be/ilxS7c5icF4?t=30 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
really love to run a company that's doing at least half a billion in revenue. So, 500 million is my personal goal. Okay. Um, what's stopping me is actually something you said in one of your videos, which was not all assets are worth owning. And I feel like the helicopter business is heavily constrained. It's location based. It's

[0:54] YouTube https://youtu.be/ilxS7c5icF4?t=47 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
niche. there is less than 1% recurring customer revenue because it's tick in the box experience. Um, and so I am conflicted as to whether I pursue the lady in the red dress and tap into an opportunity that would allow me Yeah. to do 10x the same effort and input that I would put in the helicopter business.

[1:11] YouTube https://youtu.be/ilxS7c5icF4?t=64 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
Yeah. Well, um, in this particular situation, I actually think it's pretty straightforward. So you could do $500 million a year if you said I want to go global with my helicopter touring business because I have a superior acquisition model compared to other you know ragtag tourist groups of a dude with helicopter

[1:30] YouTube https://youtu.be/ilxS7c5icF4?t=83 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
in Vegas. They are they there are a lot of them. Yeah. Yeah. Right. Did you take a ride on one of these ones just to get I'm flying to the Grand Canyon on Thursday. Okay. Yeah. Yeah. I think it's char like 2500 or five grand. It's it's not cheap. Uh it's cheap when you're a pilot and you rent the machine but yeah it's

[1:43] YouTube https://youtu.be/ilxS7c5icF4?t=96 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
expensive. Yeah. For the tourist. Yeah. So, um, so I guess question one is what I just described I think could get to $500 million a year. The question is, do you want to build that? No. Okay. Well, then if you don't want to build it, then I don't see it as one of the red dress. You just like, you know, you you're deciding to not get

[2:02] YouTube https://youtu.be/ilxS7c5icF4?t=115 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
married to a girl that you're dating. Yeah. You're like, she has different she doesn't want to have kids. I want to have kids. And so that's why it's a non-negotiable, right? And so I think as soon as you determine that this isn't going to get you like if the ultimate version of this business isn't what you want to own,

[2:19] YouTube https://youtu.be/ilxS7c5icF4?t=132 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
then get out tomorrow. Yes. Obviously you have your own, you know, financial needs and whatnot, but like I would make my exit plan and build the business that I would want to own and see a a future version of it. Now the nice thing I will say this just to give you a little give your own business a little kudos is that it's super AI

[2:34] YouTube https://youtu.be/ilxS7c5icF4?t=147 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
proof. It's not going anywhere. people are keep visiting parts of the world all the time and like I mean you might get robo helicopter people uh you know robo tourists but like you could invest in that. So like you would you I don't think the demand for the service will go away. I think the way you deliver might

[2:48] YouTube https://youtu.be/ilxS7c5icF4?t=161 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
change. Yeah. So from an enduring perspective I kind of like the business. Um so I just say that as a little bit of a hedge but I don't want to get into what do you want to do next because that would be a much longer conversation. No no I think you've helped me help me clarify. I guess the business I've got

[3:03] YouTube https://youtu.be/ilxS7c5icF4?t=176 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
now is sort of running mostly without me. Um I have serviced the market to see if people would want to buy it, but it's just so niche. Um I think people would buy it. It's I mean I've been trying for six months and there's just no there hasn't been any feedback that people want to move into that market and acquire an

[3:18] YouTube https://youtu.be/ilxS7c5icF4?t=191 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
existing operator. Sure. So what would I do with it? Well, you can shut it down. You can sell it to the employees. Uh which is a really wonderful way of exiting a business. So I am the only employee. So, so you're the one doing the helicoptering? Well, actually when we started, you only working 30 minutes a day on

[3:34] YouTube https://youtu.be/ilxS7c5icF4?t=207 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
this thing if you're the guy. Yeah. So, when we started, I bought a helicopter and then I started flying. I was doing customer service, doing marketing, doing everything. And we didn't make any money for the first two years. We lost 50 grand the first year, 30 grand the second year. I sold all the machines. I I uh fired

[3:50] YouTube https://youtu.be/ilxS7c5icF4?t=223 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
all of our pilots and now we have no aircraft and we just sell unused capacity. So, we basically cross hire machines and we have pilots that work as contractors. Neat. And then last year we did 250k in profit. So it was the first year that we were profitable and I didn't have to work full-time. But you still fly.

[4:05] YouTube https://youtu.be/ilxS7c5icF4?t=238 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
Oh wait. Okay. So see if I Where did I start here? Hold on. Like wait what? So I I literally sold the aircraft and I stopped flying full-time and that was the first year we became profitable. Right. So I was saying you could sell to your employees. There are none. Okay. Here that's where I was. Okay.

[4:26] YouTube https://youtu.be/ilxS7c5icF4?t=259 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
Okay. Yeah. So you're not flying the planes? No. Who's Think of us like a a private helicopter broker. That's what we pivoted to. So you So we don't own aircraft. We don't employ pilots. We just resell unused capacity. Oh, yeah. You're a broker. And that's actually profitable. Yeah. You're just And I don't have to work.

[4:43] YouTube https://youtu.be/ilxS7c5icF4?t=276 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
Yeah. Yeah. Well, you sell, right? That's basically I just sell. Exactly. Got it. But it's set but it's set up to run itself except the the hour a day that I do need to be involved. Yeah. So you do lead genen to sales. I just maintain the machine. So, escalations and just um And by machine, you don't actually mean

[4:58] YouTube https://youtu.be/ilxS7c5icF4?t=291 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
the machine. You mean the No, no. The the black box that I built the the business. Yeah. Yeah. No, not Yeah. Yeah. We're No, don't have a red. No, this has been the clearest conversation I've had a whole time. So, so you can imagine how clear it is in my mind. Yeah. Yeah. Right. Yeah. So, you've got Okay. So, you're a broker

[5:15] YouTube https://youtu.be/ilxS7c5icF4?t=308 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
and you have a way of generating leads and closing the deals. That's set up. Okay. Yeah. So, um Yeah. Yeah, I mean you you basically have like a a solo you're you're a solo salesman basically. That's kind of how it operates right now. And so to that degree, it's not a business business. Um if you get somebody else to do the sales

[5:34] YouTube https://youtu.be/ilxS7c5icF4?t=327 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
for you, then you'd have something. But again, if you had somebody do the sales for you, then you could just sell it to them. Well, that's on autopilot. So we have organic and I have a customer service person takes the calls and closes the deals. Who doesn't work for you? Contractor. Well, yeah. I'm sorry. I'm sorry.

[5:49] YouTube https://youtu.be/ilxS7c5icF4?t=342 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
I'm sorry. We got two contractors, one marketing, one customer service. Yes. Okay. So, I'm killing you. Yeah, I know. I know. So, okay. So, the business says limited value. Fine. And so, it's just what do you want to do? Like you you're going to have to start something like you can Yeah, you'll have to start something

[6:07] YouTube https://youtu.be/ilxS7c5icF4?t=360 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
else. Y uh and you can wind this down. You can sell it to the contracted employees, the virtual assistant in the Philippines. She's probably not going to want to buy it. No, really. Well, it depends how much money she makes. So, here's I mean actually fun fact on this is that like you could absolutely sell it to them and

[6:23] YouTube https://youtu.be/ilxS7c5icF4?t=376 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
you'd say cool uh you just need to pay me the profit for two years and then after the two years it's yours, right? And I'll teach you what to do. Or if you want to be super savvy about it, you can say, "Here's the deal. I'll give you half the profit. Never call me again." Even better. Yeah. And then you just keep your cash

[6:40] YouTube https://youtu.be/ilxS7c5icF4?t=393 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
flow. Okay. Like that's the deal. So when I have these conversations, I'd say, "Here's how it works. Uh, this is my phone and I'm going to give you half the business and we're going to sell finance it for now until forever. Uh, and the deal is you get that half in exchange for this not ringing. And so let's play it out.

[6:59] YouTube https://youtu.be/ilxS7c5icF4?t=412 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
So customer, you know, slips and falls and has a boo boo. What do you do? Every answer that's not call you is the right answer, right? And I I literally do this like almost tongue and cheek with every time I've had to have this conversation. And I'm like, cool. Let's role play another one. Let's say the helicopter breaks down in

[7:16] YouTube https://youtu.be/ilxS7c5icF4?t=429 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
the middle of a flight and somebody has to come back early. What do you do? Not call me. Not call me, right? Like, dude, you're crushing. Let's do another one. Right. Like, keep going. You keep doing it. It's like, you got the point. They're like, "Yeah." You're like, "All right, so we'll start now. We'll sell our

[7:26] YouTube https://youtu.be/ilxS7c5icF4?t=439 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
finance it and then you can do whatever you need to do and 50/50. They take the profits and then I take the other half in exchange for no time." Yeah. Cool. 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

[7:42] YouTube https://youtu.be/ilxS7c5icF4?t=455 || Helping a $1.5M Business That Runs on 30 Minutes a Day Scale
$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

[7:56] YouTube https://youtu.be/ilxS7c5icF4?t=469 || Helping a $1.5M Business That Runs on 30 Minutes a Day 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 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,

[8:10] YouTube https://youtu.be/ilxS7c5icF4?t=483 || Helping a $1.5M Business That Runs on 30 Minutes a Day 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

[8:23] YouTube https://youtu.be/ilxS7c5icF4?t=496 || Helping a $1.5M Business That Runs on 30 Minutes a Day 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 to Get Rich by Doing Less, Not More
URL: https://youtu.be/jO3FhJLg1r0
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/jO3FhJLg1r0?t=0 || How to Get Rich by Doing Less, Not More
How would I get someone to be poor? I would get them to keep starting new things rather than getting good at one thing. And so, do you remember that guy who got rich dropshipping, day trading, buying crypto, and wholesaling all at the same time? Yeah. Me neither. You have to focus. And it's arrogant to

[0:17] YouTube https://youtu.be/jO3FhJLg1r0?t=10 || How to Get Rich by Doing Less, Not More
think that you can do multiple things at once and beat someone who does one thing with all their effort. You have to pick one thing and go allin and then you become the one who's hard to beat. So, I told you earlier that I had nine failed businesses. Now, here's the part that a lot of people don't know. Six of those I

[0:31] YouTube https://youtu.be/jO3FhJLg1r0?t=24 || How to Get Rich by Doing Less, Not More
had at the same time. And so, I like to tell people, "Oh, yeah. I'm a CEO. I've got multiple companies." Right? Like kind of the way I do now, but it's very different now because the thing is is that I actually have CEOs who run those businesses, right? Not me because you can only be CEO of one thing. You can

[0:46] YouTube https://youtu.be/jO3FhJLg1r0?t=39 || How to Get Rich by Doing Less, Not More
only drive one thing. Now, I drive acquisition.com, right? But CEOs of each of the divisions of each of the portfolio companies, like those are people who run their own profit and loss statements. And I didn't understand that. And so I had a chiropractor agency, a dental agency, a gym launch business where we did

[1:01] YouTube https://youtu.be/jO3FhJLg1r0?t=54 || How to Get Rich by Doing Less, Not More
turnarounds. I And then I also had five gyms of my own at the time. All right, depending on how you want to describe it. I had five locations plus the three. So I had eight. It's a lot. All right, it was too much. And because of that, I was stressed out of my mind. I was so spread thin. And basically, I had lots

[1:16] YouTube https://youtu.be/jO3FhJLg1r0?t=69 || How to Get Rich by Doing Less, Not More
of things that generated revenue and I didn't make any money. The only thing that it fed was my ego, not my bank account. When did this big turnaround happen for me? Ila came into my life and she was like, "Hey, you're clearly really good at this one thing. Why don't we just cut everything else?" And that's exactly what I did. It was the hardest period of my life because I had to shut down all the other businesses but one.

[1:34] YouTube https://youtu.be/jO3FhJLg1r0?t=87 || How to Get Rich by Doing Less, Not More
Which also meant that I had to end partnerships with all these different other people that were relying on me. And that was hard. I'm not going to lie. Like it was not fun. Like these are people that I liked. But I had to make this decision. I had to cut off the life that I didn't want to have the life I

[1:47] YouTube https://youtu.be/jO3FhJLg1r0?t=100 || How to Get Rich by Doing Less, Not More
wanted. If you want to impress people who are poor, talk about how many things you do. If you want to impress people who are rich, talk about how good you are at one thing. Like, at the end of the day, your ability to demonstrate excellence is going to be the only thing that someone who is ahead of you will

[2:04] YouTube https://youtu.be/jO3FhJLg1r0?t=117 || How to Get Rich by Doing Less, Not More
look at. And so, you only fool the people who have no idea. And I'll be real, there's a lot of people who have no idea. So, the thing is is that this is where the whole imposter syndrome will start creeping up on you because you're like, man, you know, I kind of feel like a little bit of imposter because you are. You're misrepresenting

[2:19] YouTube https://youtu.be/jO3FhJLg1r0?t=132 || How to Get Rich by Doing Less, Not More
yourself. You know, you're not as successful as you pretend to be. And so if you want to eliminate imposter syndrome, just stop lying. When I say lying, people like, I don't lie. If you present something in a way that you know is going to be perceived differently than what reality is, posturing, in my opinion, lying. You're misrepresenting.

[2:35] YouTube https://youtu.be/jO3FhJLg1r0?t=148 || How to Get Rich by Doing Less, Not More
What you want to be able to do is state the facts and tell the truth. Period. And then if those facts and truth are not compelling and do not get you status, then change the facts and change the truth. Meaning, not that you lie about them, but you work so hard that the truth is compelling. And sometimes that takes time. But I promise you, the people who are who are all in only on the imposter stuff, the guys that I knew

[2:53] YouTube https://youtu.be/jO3FhJLg1r0?t=166 || How to Get Rich by Doing Less, Not More
that are that were, you know, when I was in my 20s who were kind of like hustle bros, whatever, a lot of those guys faded, you know, and or they're still like jumping from thing to thing to thing, kind of like pretending to be successful. But like I know that they're barely able to afford their house. At the end of the day, it's a choice that you have to make. Do I want to pretend

[3:09] YouTube https://youtu.be/jO3FhJLg1r0?t=182 || How to Get Rich by Doing Less, Not More
to be rich? Do I want to pretend to be successful? Do I want to look like I'm successful? or to want to be successful, which more likely is do the things that success requires, which today do not look like success. It looks like a very long string of failures because you will be rewarded far more in life for your determination than your intelligence.

[3:27] YouTube https://youtu.be/jO3FhJLg1r0?t=200 || How to Get Rich by Doing Less, Not More
But the problem with determination is is that in the short term, it looks like a long string of failures until it works. Real quick,


VIDEO
TITLE: How to Get Ahead Faster Right Now Using AI
URL: https://youtu.be/kQyI5hIF7-I
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/kQyI5hIF7-I?t=0 || How to Get Ahead Faster Right Now Using AI
What's the fastest and simplest way I can get ahead in this particular economy right now? What would you tell them? And is that different because of the current economy or is it the same as the answer you would always give? I don't even know what the answer I would always give is. But for right now,

[0:12] YouTube https://youtu.be/kQyI5hIF7-I?t=5 || How to Get Ahead Faster Right Now Using AI
it's AI period. Full stop. No questions asked. That's what it is. Uh, can you be more specific with AI? It's basically applying AI to any function of the business. So, you can apply AI to marketing and that could be on the paid ad side, that can be on the content side. Um it could be applying that to kind of the sales process which

[0:27] YouTube https://youtu.be/kQyI5hIF7-I?t=20 || How to Get Ahead Faster Right Now Using AI
is either outbound uh or the actual you know setting or the closing process in whatever whatever it is that somebody sells. It could be um on the delivery side like how can we personalize messaging in a way that um is going to you know reduce headcount and increase uh retention or decrease or increase

[0:43] YouTube https://youtu.be/kQyI5hIF7-I?t=36 || How to Get Ahead Faster Right Now Using AI
stick decrease turn. Um uh is there a way that we can apply this to finance? Is there a way that we can apply this to recruiting? Is there a way that we can apply this to IT? So all of these different, you know, these are all the the components of the business, right? Uh or the product itself. And so right

[0:58] YouTube https://youtu.be/kQyI5hIF7-I?t=51 || How to Get Ahead Faster Right Now Using AI
now there's there's two the two greatest forces in business for for for making money are supply and demand and leverage. And so the idea in the ultimate scenario is that you have tremendous demand, very small supply. And as the person who's the supplier, you have tremendous leverage. Not leverage in the like you have leverage

[1:18] YouTube https://youtu.be/kQyI5hIF7-I?t=71 || How to Get Ahead Faster Right Now Using AI
over them which for sure you would in that scenario but leverage over your deliverable which is can I do this one thing a million times and be the only person who does it for many people right and so that's the perfect scenario for creating or creating value right and so what are the things that have the

[1:32] YouTube https://youtu.be/kQyI5hIF7-I?t=85 || How to Get Ahead Faster Right Now Using AI
highest amount of you know demand right now for sure AI is is booming in terms of business's demand for people who have AI skills and AI related skills as it as it as it affects any of those functions of the business so it's like if we just did that we're going to start shifting the demand curve in our favor. The other

[1:47] YouTube https://youtu.be/kQyI5hIF7-I?t=100 || How to Get Ahead Faster Right Now Using AI
benefit of the AI is that AI gives you tremendous leverage because you can you know spin up agents, you can do many things uh for many people with just being you. And so you know I define technology as something that uh decreases the value of humans uh but increases the value of a human. And so that is very much what AI is doing. All

[2:04] YouTube https://youtu.be/kQyI5hIF7-I?t=117 || How to Get Ahead Faster Right Now Using AI
humans you know base labor is becoming less valuable with AI. Somebody who can use AI in of themselves is more valuable. And so it's it's never been easier to make gigantic amounts of value or money uh than it is today. And so um and also information has never been more accessible. And also I'd say the norm of

[2:24] YouTube https://youtu.be/kQyI5hIF7-I?t=137 || How to Get Ahead Faster Right Now Using AI
having many years experience has been you know increasingly challenged. The need for accreditation and colleges and degrees has been I would say more or less dispelled especially even at the top places and so at the bottom ones even more so you know notwithstanding the the classic lawyer, accountant,

[2:39] YouTube https://youtu.be/kQyI5hIF7-I?t=152 || How to Get Ahead Faster Right Now Using AI
whatever. Um, and so for somebody who's like, "How do I fast track to money?" It's you need to learn everything you possibly can about AI and never stop and try and get one specific problem for a business that either requires a lot of headcount, a lot of training uh, to perform that function and then get AI to

[2:54] YouTube https://youtu.be/kQyI5hIF7-I?t=167 || How to Get Ahead Faster Right Now Using AI
do it. You do that, you'll make as much money as you want. Yeah. I think it's AI is almost like electricity. It's like when we came when we when they came up with the electricity, the the light bulb for example, it was like great, oh, now we can put these on street lights or whatever the first thing was. It's like

[3:06] YouTube https://youtu.be/kQyI5hIF7-I?t=179 || How to Get Ahead Faster Right Now Using AI
no, no, no, wait. Think bigger, right? What else can we electrify? Not just where else can we put lights, what else can we electrify? And that's see seemingly what AI is right now. It's like, oh, it's a it's like Google, but it talks to you and it's like, oh, wait, you got the search engine. Cool. That's

[3:20] YouTube https://youtu.be/kQyI5hIF7-I?t=193 || How to Get Ahead Faster Right Now Using AI
fine. That's the street light. But it's the AI function of how do we make this so that it can tell you the optimal, I don't know, battery charge of every electric car in the world and then tell the communicate with the grid. That's like a billion dollar idea. And it's it's sort of a we have to have well

[3:37] YouTube https://youtu.be/kQyI5hIF7-I?t=210 || How to Get Ahead Faster Right Now Using AI
first of all educated and younger people wrap their minds around this problem because right now old older folks are like oh it's just a fancy it's Google 2.0 when it's a completely different thing. It's like electricity 2.0. I I would just pause it to make this uh tactical for the people who are listening like having the billion dollar

[3:56] YouTube https://youtu.be/kQyI5hIF7-I?t=229 || How to Get Ahead Faster Right Now Using AI
AI idea is worth exactly $0. Well yeah to to be clear. And so I would encourage you to simply think about how you can apply AI to one of the eight functions which are going to be fundamentally the departments that exist in a business. A smaller business won't have all eight departments. A bigger one certainly

[4:10] YouTube https://youtu.be/kQyI5hIF7-I?t=243 || How to Get Ahead Faster Right Now Using AI
will, right? And so you have marketing, you have sales, you have product, you have customer success or support, you have IT, you have recruiting, you have HR, and you have finance, legal if you want to add it in. Sure. Those are the functions. Every business has those things. And that's because those things must occur

[4:23] YouTube https://youtu.be/kQyI5hIF7-I?t=256 || How to Get Ahead Faster Right Now Using AI
in order for a business to continue. And so all you have to do is pick one of them and say, "Okay, because because right now you're trying to boil the ocean, be like, I want to AIFI." It's like that doesn't mean anything. I want to electrify the world. That means nothing. So it's like, how do we apply

[4:34] YouTube https://youtu.be/kQyI5hIF7-I?t=267 || How to Get Ahead Faster Right Now Using AI
it in this very, very specific context? And then that will allow you to kind of eat the elephant one bite at a time. 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

[4:47] YouTube https://youtu.be/kQyI5hIF7-I?t=280 || How to Get Ahead Faster Right Now Using AI
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 you put in your business

[5:00] YouTube https://youtu.be/kQyI5hIF7-I?t=293 || How to Get Ahead Faster Right Now Using AI
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

[5:14] YouTube https://youtu.be/kQyI5hIF7-I?t=307 || How to Get Ahead Faster Right Now Using AI
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

[5:27] YouTube https://youtu.be/kQyI5hIF7-I?t=320 || How to Get Ahead Faster Right Now Using AI
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: I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
URL: https://youtu.be/kp68MDBTpWY
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, niche, branding

[0:00] YouTube https://youtu.be/kp68MDBTpWY?t=0 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
I have two businesses. A marketing agency that works with doctors and a coaching business where we teach people how to start a marketing agency. Right. Hold on. Sorry. I zoom out the first part. Hold on. You have a say it again. I have a marketing agency. Yeah. That works with doctors. Marketing for

[0:18] YouTube https://youtu.be/kp68MDBTpWY?t=11 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
doctors. And then you teach people how to work with doctors. How to do how to start a marketing agency, right? Okay. So, and teach people to teach people how to start a marketing. Yeah. So the second business, the coaching business is my real passion, right? Of course I have seen because you want to make an impact. It's more profitable,

[0:39] YouTube https://youtu.be/kp68MDBTpWY?t=32 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
so much easier. This one doesn't operationally scale. Yeah. You know, but the thing is you want to build something with enterprise value and you know, this one really doesn't and at a certain but the thing is your heart's in this one and you know there's so many problems on this side. It's not nearly as profit. You have to try so

[0:50] YouTube https://youtu.be/kp68MDBTpWY?t=43 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
hard just to make that little bit and it's so hard to find media buyers and people are going to deliver on the back end. Yeah. All right. Keep going. Yeah. For sure. All of that. All of that for sure. Uh so well my my question. Yeah. My question is I would like to delegate on my marketing agency here.

[1:10] YouTube https://youtu.be/kp68MDBTpWY?t=63 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
Well yeah I mean you don't want to leave money on the table. Of course. So it's like if you can if you can make this a lifestyle business, you know what I mean? And it just kicks off. I mean it does make money. So you don't want to just like throw that money away. Of course, but so what do you do? But but I feel

[1:24] YouTube https://youtu.be/kp68MDBTpWY?t=77 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
like I I don't want to feel like I'm teaching something that I don't run, right? I don't want to be that guy who teaches you how to start marketing agency, but he closed his marketing agency. So my option now is to delegate it, which I'm currently working on doing that right now. And I want to grow the

[1:44] YouTube https://youtu.be/kp68MDBTpWY?t=97 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
coaching side. What if the marketing agency goes down and starts losing money? Excuse me. What if the marketing agency goes down and starts losing money? I have my ego attached there. So I would So you would go back in there, right? And fix it, right? What would happen to the coaching business? It will go down.

[2:01] YouTube https://youtu.be/kp68MDBTpWY?t=114 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
But then you have to go back to the coaching business and fix it. Yeah, for sure. Tough. So that's that has been my issue for the last two years, right? Because I can Okay. I cannot focus on on both. I'll give you I'll give you a fun question. How many gyms do you think I owned when I ran gym launch?

[2:16] YouTube https://youtu.be/kp68MDBTpWY?t=129 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
Not sure. Okay. Do you think anyone cared? I would thought that yeah, you would. You care. They don't care. No. Okay. The only thing that a customer will care about is how likely it is that your advice will get them to make more money. Okay. So, they'll use in your mind the fact that you have this thing as an

[2:40] YouTube https://youtu.be/kp68MDBTpWY?t=153 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
approximation of risk that you know how to do it. And so said differently, um, as long as the advice I had on how I scaled my gyms worked, great. And one of the frames that I took was that like everyone here, my hope is that all of you make more money than my gyms. So that way it wasn't like, oh, I made more

[3:00] YouTube https://youtu.be/kp68MDBTpWY?t=173 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
money at my gym than Alex did. I'm like, I hope so. Everyone here gets to, you can start day one at my all my findings. So like my best gym made 650,000 of the six locations that I had top my best gym. Okay. The average gym lord made $600,000 a year. That was the average. And it was because once I had a way

[3:20] YouTube https://youtu.be/kp68MDBTpWY?t=193 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
bigger base to do my test kitchen stuff on, I was able to learn so much faster all the different things that improved the gym business. Like I know how to do a gym business way more now than when I even ran the gyms because I was busy running the gyms, not experimenting with a 100 different models because I could

[3:32] YouTube https://youtu.be/kp68MDBTpWY?t=205 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
do it across all the different markets. I thought that it affected because you were not in the trenches, right? That Well, I'm 100% in the trenches because I got to work with people to figure out how to how to help them win. Yeah, for sure. And so the key was that I had an R&D process which was always kept us ahead.

[3:46] YouTube https://youtu.be/kp68MDBTpWY?t=219 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
And so we would always take 10 to 20 representative markets and every month I had a $50,000 R&D budget. You can scale this up and down based on your revenue. It doesn't really matter. Um and then I would take the 10 to 20. I would look at what the biggest problem that the entire distribution base was suffering from.

[3:58] YouTube https://youtu.be/kp68MDBTpWY?t=231 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
And I'd say, "Okay, we're going to spend 50 grand in my time to try and figure this out." And so I'd take 10 or 20 guys. They're always happy to just basically get more work for nothing from me. They get direct access to me, which they never would. and I'd put them in a separate group that we would just work

[4:10] YouTube https://youtu.be/kp68MDBTpWY?t=243 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
on this thing and we'd figure out, you know, what was working, what wasn't. And every month I would release the results. Half the time it didn't work. But the thing is that tons of people still got value from the fact they're like, I always wondered if that would work and now I know it doesn't. Great. So I don't

[4:23] YouTube https://youtu.be/kp68MDBTpWY?t=256 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
have to do that. So I could take someone's big idea list and just cross things out. They still felt like they got to like scratch the entrepreneurial itch without even having to take the risk of things not working. And then when things did work, we rolled it out through the whole distribution base. And

[4:34] YouTube https://youtu.be/kp68MDBTpWY?t=267 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
then piece by piece, that's how we improved the gym model. Okay. Okay. And then for scaling the coaching business for at the moment I only have one product which is being an affiliate for a software company. What? Go high level or whatever. Yeah. Yeah. Okay. H that's up. So that's what you're selling? That's

[4:53] YouTube https://youtu.be/kp68MDBTpWY?t=286 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
Wait, that's what you're selling on the coaching side? Yeah. Okay. Yeah. I teach them how to start a marketing agency and I just tell them, hey, sign up for this software and I will teach you how to do it. Uh would you recommend creating a brand or using my personal brand like uh something similar I don't know to Ryan dice and

[5:11] YouTube https://youtu.be/kp68MDBTpWY?t=304 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
digital marketer are you um for scaling maybe a year from now I want to promote other thing or to have a different product that doesn't depends on high level I mean are you asking should I make content or not? No, I'm I'm I'm asking I'm making content with my personal brand. Yeah. I'm asking if I should create like a

[5:36] YouTube https://youtu.be/kp68MDBTpWY?t=329 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
separate brand like you did with gym launch or acquisition to promote all my things related to marketing uh training. I think if you have a personal brand, it'll be about you and whatever you point that traffic to, they'll buy. Okay. If they trust you. Okay. Okay. And just one question. uh for scaling the affiliate offer. I'm

[5:58] YouTube https://youtu.be/kp68MDBTpWY?t=351 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
creating a a ju a video a day on YouTube. A lot. It's a lot. Yeah. So, I believe now it's a question or improving the quality, right? Erh, I'm I'm wondering if you have any recommendation about creating a selfquid selfquidating offer for like I don't know a fiveday course or or something for then upselling them to high level.

[6:26] YouTube https://youtu.be/kp68MDBTpWY?t=379 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
Do you have any advice on that? Yeah, I think you just sell implementation. Okay. So, I mean if everyone's like here's the tool you use if you want to get six calls or 12 calls with us to help you implement all these steps into your business. it'll require a little bit of service on your side, but it will

[6:40] YouTube https://youtu.be/kp68MDBTpWY?t=393 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
accomplish the selfquidating component. So, my two favorite upsells of all time that only always work um is more of that thing you just bought and more help with that thing you just bought. Okay? So, they they you know 30% of the time they work all the time. Uh and so like they those are the upsells. Like I can't

[7:00] YouTube https://youtu.be/kp68MDBTpWY?t=413 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
tell you like that those are the upsells. More and more help. crush. Especially when you sell a tool, everyone wants help. It's like easiest upsell in the world. And you can sell you can sell for way more expensive. You can probably sell onboarding for $5,000. Okay. Uh for the tool, even though it's three

[7:17] YouTube https://youtu.be/kp68MDBTpWY?t=430 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
or 400 bucks a month or whatever you charge, okay? And just uh after the video day, uh will you move to short form or to ads or both? I think that you have a ton of room to make the longs better. Yeah, probably. um getting a short form agency or one editor to clip moments from those videos is not that hard.

[7:38] YouTube https://youtu.be/kp68MDBTpWY?t=451 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
Okay. What will take a little bit more practice is when you make your longs, schedule in where you think the shorts are going to be. Okay? And make sure that So, like if you think about the perfect long is is 20 shorts put together on one single theme. Cool. That'll be the perfect long video. So, if you guys have seen like brutally

[7:56] YouTube https://youtu.be/kp68MDBTpWY?t=469 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
honest advice to whatever on my channel, basically every brut like true brutally honest um advice video we have has over a million views. And so, it's like we can crack a million on almost every one of them like clockwork because all I do is I take my top tweets from the last 30 to 45 days and I say them in a row on

[8:16] YouTube https://youtu.be/kp68MDBTpWY?t=489 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
the video and I know that they work because they already have been tested. And each of those is like a little loop that people are like, "Wow, that was and then I start the next quote and then I explain it and I start the next quote and I start and so that keeps a lot of retention and it's obviously super wide

[8:29] YouTube https://youtu.be/kp68MDBTpWY?t=502 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
because it already has provided you know value to lots of people. So just think about your longs in terms of shorts and slicing many shorts together rather than like I'm just going to talk about this topic today. Just think like 60 minute sound bites and that'll give you way easier shorts that you can you clip off

[8:44] YouTube https://youtu.be/kp68MDBTpWY?t=517 || I Own a Marketing Agency and Teach People How to Start One Which Should I Shut Down
and it'll make the longs better too. Okay, cool. Cool. I will do that. Thank you. Appreciate you man.


VIDEO
TITLE: Helping a Real Estate Company Scale
URL: https://youtu.be/lFIkGo9Lu5Y
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/lFIkGo9Lu5Y?t=0 || Helping a Real Estate Company Scale
biggest concern right now is sales. Uh sales manager left because he was not a good culture fan. He was an Or you were an and he's the good guy. Who knows? You know, who knows? Yeah. The plot thickens. But he left. Uh top closer became sales manager. Second top closer left, went to another offer. So sales went from, you

[0:24] YouTube https://youtu.be/lFIkGo9Lu5Y?t=17 || Helping a Real Estate Company Scale
know, one point top closer becomes manager. Yeah. a a song as old as time. Yeah. Okay. So, it's a really a sales problem right now that we have. And uh Leila was just up there telling somebody to like, hey, you need to go back into sales. I just don't have the expertise in sales. So, my solution is to hire a sales director on top of the sales manager.

[0:47] YouTube https://youtu.be/lFIkGo9Lu5Y?t=40 || Helping a Real Estate Company Scale
H I mean, you did wholesaling for a long time. Like, you know, to sell. Yep. You also believe in the product. Well, how many how many deals you doing a month right now? So, we were doing around 70. Now we're doing around 40. 1 minute Okay. Yeah. That'd be tough for you to take grow the calls. But you're saying you don't have the expertise to be a sales director.

[1:07] YouTube https://youtu.be/lFIkGo9Lu5Y?t=60 || Helping a Real Estate Company Scale
Basically, I mean, I'm pretty much doing it. I mean, you're doing it now, right? Yeah, I'm doing it now. It's just like, do I let Yeah. How deep do I get into it or do I find somebody else who has Cuz all the other departments I have a director who So, is lead flow the same? And you went from closing 70 to closing 40. Right.

[1:24] YouTube https://youtu.be/lFIkGo9Lu5Y?t=77 || Helping a Real Estate Company Scale
Right. It was really now the remaining team is closing in at the same percentage and just the two best guys left. Yes. Except now that this sales manager, this top closure became sales manager. It's almost like a respect thing like he's not a very good coach in my opinion. Of course not. He's the best closer. He's a killer.

[1:43] YouTube https://youtu.be/lFIkGo9Lu5Y?t=96 || Helping a Real Estate Company Scale
Yeah. And so that's kind of what the issue is. And then those the current You have a hund trying to farm. Yeah. Yeah. Trying to develop people and just wants to kill people. Um, yeah. It's like also like they were all his competition like a week ago and now he's like, "Now I'm going to help you. you." Um, is he still on the phones, the director? Yeah. Right. So, um, one, I'm

[2:05] YouTube https://youtu.be/lFIkGo9Lu5Y?t=118 || Helping a Real Estate Company Scale
sure she probably told you like, "Don't promote the sales director, uh, the sales guy." When you did say, were you like, "Are we going to try this out?" Uh, I said, "There's so that last sales manager was paying him under the table to do like call reviews, do this thing that." So then I was like, "Well, why the am I paying this guy when you're doing all the work?" And then he became sales manager and now it's Yeah, I'm so weirded out by this whole thing.

[2:33] YouTube https://youtu.be/lFIkGo9Lu5Y?t=146 || Helping a Real Estate Company Scale
Um, okay. But he was So he was closing and doing the stuff and he was closing. Great. And now that he's no longer closing, he's doing he's just dedicate. He was just doing call reviews, right? Bad. Okay. So So just reviewing their calls with them. Yes. Okay. So um All right. So, I'll I'll walk through it. Okay, so I'm going to give you like sales training 101 on

[2:55] YouTube https://youtu.be/lFIkGo9Lu5Y?t=168 || Helping a Real Estate Company Scale
this, but um I honestly just think everyone sucks at sales training. So, I don't think it's a a you thing or anything like that. I think literally like 95% of companies have no idea how to train sales and they just hire sales people and hope for the best. And then they just like talk at them and hope

[3:09] YouTube https://youtu.be/lFIkGo9Lu5Y?t=182 || Helping a Real Estate Company Scale
that they get better, but have zero measurable improvement to show that they can actually take someone and make them better. Um, so anyways, that's like a a side side rant on that, but um, people get better at sales by watching a ton of game tape of people who who sell well. One, by modeling just like children learn anything. And then two, by corrective, very immediate role playing like when this happens, what do

[3:35] YouTube https://youtu.be/lFIkGo9Lu5Y?t=208 || Helping a Real Estate Company Scale
you say? And so they say, great, say it again like this. Try again. Awesome. Keep going. Try it again. Great. One more time again. And that's it. And you just really drill one aspect of the script until they breathe it and they're like, "I get it. I get it. I get it. I know." Like, and then you're like, "Great. Now we work on the second part of the script." And you just work your way down until they like they breathe

[3:55] YouTube https://youtu.be/lFIkGo9Lu5Y?t=228 || Helping a Real Estate Company Scale
it and think it and they can't do anything but that. That way they can actually listen on the call because they're not thinking about what they're going to say next. And so you need somebody who like really really loves sales people and like wants to teach and invest in people, which is not usually the personality of a sales

[4:11] YouTube https://youtu.be/lFIkGo9Lu5Y?t=244 || Helping a Real Estate Company Scale
killer. Every once in a while you'll have an absolute savage, but it's usually not that person. It's like the salesman who's like a killer killer is not that guy. And those guys usually crush on sales. There's a different type of closer who's like really attentive and like very caring. And those guys can

[4:27] YouTube https://youtu.be/lFIkGo9Lu5Y?t=260 || Helping a Real Estate Company Scale
also kill. And those sometimes are the ones who can become really good sales managers, but it's a different persona. Like Jacob, if you've met Jacob. Oh, there you go. Right. Like he closes exceptionally well. um when he was at gym launch and like he worked his way up from the call floor to the setting team to the closing

[4:45] YouTube https://youtu.be/lFIkGo9Lu5Y?t=278 || Helping a Real Estate Company Scale
team, beat all grown ass men and he was selling to 42year-old gym owners, like male gym owners. Um and then was able to train because it was like I just want to help the guys out, you know, 5 minutes like I understand what you're struggling with. Like let's just work on this and it's more about like I just want to win at whatever I do, not because I am a psychopath, which the one like you know

[5:09] YouTube https://youtu.be/lFIkGo9Lu5Y?t=302 || Helping a Real Estate Company Scale
who I'm talking about. like the butcher the butcher of Blavocin. Um like we've all had those guys. So your problem sales lead flow is the same. So should you hire or should you get in is the question. Correct. I think you should get in. You have a salesdriven business. You're the CEO. You should know how it works.

[5:33] YouTube https://youtu.be/lFIkGo9Lu5Y?t=326 || Helping a Real Estate Company Scale
You're going to keep running this issue and whoever runs sales is going to have leverage over you until you know how to do it. Like if if a sales director could you imagine a sales director come to me like no one can run this team like me. If you don't double my pay, I'm leaving. I'd be like like I can name 10 people like in this building who can do it better than you. Trained all of them. You know what I mean?

[5:57] YouTube https://youtu.be/lFIkGo9Lu5Y?t=350 || Helping a Real Estate Company Scale
And so um what what happens so what happens from the team you had and then I'll go to Jacob. um is you basically brought as many people as you could in, saw who could sell, and then just let them sell. That's how most people do it. Nothing wrong with that. What happens though is that there's no process. And so basically, it's just whatever way you know how to sell, sell.

[6:21] YouTube https://youtu.be/lFIkGo9Lu5Y?t=374 || Helping a Real Estate Company Scale
It creates difficulty on the CS side because everyone kind of promises a little bit differently. Some people sell hot, they overpromise, blah blah blah blah blah. And so even if you do try and train, no one's following the script to begin with. So the training is irrelevant. And so basically like step one if you have to turn around a sales team is like everyone follow the script.

[6:38] YouTube https://youtu.be/lFIkGo9Lu5Y?t=391 || Helping a Real Estate Company Scale
The script becomes it's like the script becomes the Bible. It's like if this is word of God. Now that means that if you follow the script perfectly and they don't close you crushed it because if I get everyone following the script now we can tweak the script because that actually changes how everyone says it.

[6:54] YouTube https://youtu.be/lFIkGo9Lu5Y?t=407 || Helping a Real Estate Company Scale
That make sense? Yeah. So otherwise if no one says the script to begin with, why do we even bother having a script? Gotcha. And so do you think it's going to be more on script script making changing the flow and process and then training? Yes. And making the script as simple as humanly possible. Most times when we look at a script, we cut half of it. Got it. Is it me taking sales calls?

[7:12] YouTube https://youtu.be/lFIkGo9Lu5Y?t=425 || Helping a Real Estate Company Scale
I think it would I think it would help me to better iterate the script to then teach it. Cool. You'll bet I'll bet you there's parts of the script you're like, we don't even have to have this. I took five calls. You're like, I can just skip over this whole thing. Why are you here? What's the problem? Got it. Cool. Yeah, no worries.

[7:31] YouTube https://youtu.be/lFIkGo9Lu5Y?t=444 || Helping a Real Estate Company Scale
So,


VIDEO
TITLE: The Shiny Object Trap Killing $100M Companies
URL: https://youtu.be/lIL8wDuLWac
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/lIL8wDuLWac?t=0 || The Shiny Object Trap Killing $100M Companies
So we scaled uh the sales team we're in solar from 20 to four 100 reps. Yeah. Same in the same group also. Oh really? From 20 to 400 reps in the past uh two years. 20 to 400. Yes. It's awesome. Correct. While doing that we also doubled down on software and tech. So we built our own software and tech from scratch.

[0:18] YouTube https://youtu.be/lIL8wDuLWac?t=11 || The Shiny Object Trap Killing $100M Companies
It solves the majority of the industry problems and our feedback loop is our sales reps and leaders and ops. Okay. So we're going to keep iterating and making it better. Cool. Now we're at a point where one of our strongest recruiting tools is our software. Okay. However, also there are people that won't come into the company directly.

[0:34] YouTube https://youtu.be/lIL8wDuLWac?t=27 || The Shiny Object Trap Killing $100M Companies
They want to stay with their own company or continue to build their own. So we're at a point now I'm just trying to decide is it something worth going down the path of white labeling a license or keeping the competitive advantage within? Keep doing what you're doing. So um yeah, just keep doing what you're

[0:50] YouTube https://youtu.be/lIL8wDuLWac?t=43 || The Shiny Object Trap Killing $100M Companies
doing. Like it's a it's a big shiny object. So the idea of having a I mean potentially a much better LTV to CAC ratio with the software. So when we're saying so you own a solar company, correct? Okay. And so you have 400 solar sales reps and they sell solar roofs or whatever all every day. Okay. And so you have

[1:12] YouTube https://youtu.be/lIL8wDuLWac?t=65 || The Shiny Object Trap Killing $100M Companies
software that allows them to just do their jobs better. Yes. Okay. So what Yeah. I I I don't see I don't see why you'd want to why you'd want to white label like what's the benefit of white labeling it? I was just torn between the idea of competitive advantage within recruit people here versus the idea of well there's always

[1:34] YouTube https://youtu.be/lIL8wDuLWac?t=87 || The Shiny Object Trap Killing $100M Companies
going to be a huge amount of people in the industry that won't come within my company that would definitely pay for this because people ask for it all the time for the software. So I'm torn between that idea if that makes any sense. Yeah. It's just a missed opportunity not a problem. Okay. Like this is super important to not make

[1:51] YouTube https://youtu.be/lIL8wDuLWac?t=104 || The Shiny Object Trap Killing $100M Companies
the mistake. Okay. But it takes you zero effort to not do it. And so like think about it this way is like in order because I'm guessing on some level you're like okay well this could increase the enterprise value of my company. I'm guessing that's the thought and it goes into the followup question which is I've obviously heard tech is a

[2:07] YouTube https://youtu.be/lIL8wDuLWac?t=120 || The Shiny Object Trap Killing $100M Companies
multiplier but how does that apply if the tech itself is not generating revenue necessarily? Yeah. So the only so basically you will get all the benefits of the tech you have in the multiple already. Okay. because it'd be tech enabled. If you wanted to sell as a quote SAS software, you you're not like it you'd

[2:25] YouTube https://youtu.be/lIL8wDuLWac?t=138 || The Shiny Object Trap Killing $100M Companies
have to it makes no revenue right now. You'd have to figure out a revenue a revenue model and then all the while you're figuring all this stuff out. You have your solar business which is obviously crushing it. Like it's just don't bother. It's just not worth it. Keep the edge, keep the advantage. It's a competitive

[2:42] YouTube https://youtu.be/lIL8wDuLWac?t=155 || The Shiny Object Trap Killing $100M Companies
mode for you. It's very standard for a business after a certain size to start developing internal tools. It's just normal. It just streamlines processes. It makes sense. And it's actually a fairly common question. It's like, hey, we built this thing for ourselves. Slack built a tool for themselves and then

[2:55] YouTube https://youtu.be/lIL8wDuLWac?t=168 || The Shiny Object Trap Killing $100M Companies
Yeah, but Slack wasn't doing probably 200 I don't know what you're doing, but I'm guessing 100 plus a year um with 400 sales guys. Like they were making no money, right? And so the amount of money that you'd have to generate from the SAS for the SAS to like you're not going to get SAS multiples on your existing revenue.

[3:14] YouTube https://youtu.be/lIL8wDuLWac?t=187 || The Shiny Object Trap Killing $100M Companies
You would just have a small SAS company that would get a SAS multiple and then they would add on what your like the guy who's writing you a check for 500 million is not an idiot. Yeah. He knows it's not SAS. You know what I'm saying? Like you'd have to transform into a different business which why on earth would you do

[3:28] YouTube https://youtu.be/lIL8wDuLWac?t=201 || The Shiny Object Trap Killing $100M Companies
that? Super helpful. 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 portfolio companies we've had and what stages of growth they went through and

[3:46] YouTube https://youtu.be/lIL8wDuLWac?t=219 || The Shiny Object Trap Killing $100M Companies
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,

[4:00] YouTube https://youtu.be/lIL8wDuLWac?t=233 || The Shiny Object Trap Killing $100M Companies
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

[4:14] YouTube https://youtu.be/lIL8wDuLWac?t=247 || The Shiny Object Trap Killing $100M Companies
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 out to Vegas and we'll do this in person

[4:28] YouTube https://youtu.be/lIL8wDuLWac?t=261 || The Shiny Object Trap Killing $100M Companies
live.


VIDEO
TITLE: $2.1M Founder Working 70-Hour Weeks Asks for Help
URL: https://youtu.be/lx0iKaEZBcA
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, scaling, productivity

[0:00] YouTube https://youtu.be/lx0iKaEZBcA?t=0 || $2.1M Founder Working 70-Hour Weeks Asks for Help
Hey, my name is Alex. I'm out of Greenville, South Carolina. I I founded a turnkey construction safety company. Okay. And so, right right now, what I'm looking at is I'm working 60 70 hour weeks. Uh the phone's non-stop and when I'm at the house, my mind's still trying to figure out work problems. So, I'm not

[0:19] YouTube https://youtu.be/lx0iKaEZBcA?t=12 || $2.1M Founder Working 70-Hour Weeks Asks for Help
always present with the people that I care about. And uh I've got a third baby on the way. And I'm missing some of those moments that that you don't get back, right? So, business-wise, we're we're making about 2.1 million. Uh, I've got a goal of of getting to 5 million by the end of this year, and we've

[0:34] YouTube https://youtu.be/lx0iKaEZBcA?t=27 || $2.1M Founder Working 70-Hour Weeks Asks for Help
experienced some rapid growth. So, I'm starting to get I get I'm not starting to, I've been getting pulled back into the type of tasks where I feel really competent and I was really good at as a safety guy instead of hiring the people that are better than me and building those systems that really the business

[0:50] YouTube https://youtu.be/lx0iKaEZBcA?t=43 || $2.1M Founder Working 70-Hour Weeks Asks for Help
needs to scale. So, I guess my question is is how would you attack that problem if you were in my shoes? What's profit? Profit, we're at about 22% right now. Okay. So, 400 uh 400 a yearish on net, but you're but you're but you're growing right now, correct? Correct. Okay. So, call it pacing 600, something

[1:13] YouTube https://youtu.be/lx0iKaEZBcA?t=66 || $2.1M Founder Working 70-Hour Weeks Asks for Help
like that. Does that sound about right? That's correct. All right. Sounds right. So, I'm just trying to see what we got to work with. Okay. How much does it cost to get the person that you need? So, I'm thinking we we've ju I just hired a director of operations and uh he's he's in his second month, so he's

[1:29] YouTube https://youtu.be/lx0iKaEZBcA?t=82 || $2.1M Founder Working 70-Hour Weeks Asks for Help
still learning our systems and our culture and all that. Uh and then I'm looking at bringing in a a person underneath him to start helping uh on we have a we we field safety professionals. So, we've got about 13 people across four states. And so really that's that secondary person is going to handle

[1:48] YouTube https://youtu.be/lx0iKaEZBcA?t=101 || $2.1M Founder Working 70-Hour Weeks Asks for Help
managing that talent and that workforce because that's where a lot of the phone calls and the text messages and the emails come from. So I think really if for another person that we need, they'd probably be I'd say about $150,000 guy or gal. Okay. Uh is your director gonna watch this? Because I can um blur I'll I'll

[2:07] YouTube https://youtu.be/lx0iKaEZBcA?t=120 || $2.1M Founder Working 70-Hour Weeks Asks for Help
remove your name too um if that helps. I he will not watch this. Okay. So, I'll tell you like let me ask one question before I say I'm going to say um did you feel relief from that director coming in? Huge relief. Okay. Okay. Fine. Then he he can live to fight another day. Um Okay. So, the director came in. You're

[2:29] YouTube https://youtu.be/lx0iKaEZBcA?t=142 || $2.1M Founder Working 70-Hour Weeks Asks for Help
going to hire some guy underneath him that's 150k. So, what's stopping you from doing that right now? So, I think what what I'm running into is we as we grow and and the the demand continues to to increase, I'm also trying to acquire the talent and and get the talent in while executing all of the tasks. So,

[2:48] YouTube https://youtu.be/lx0iKaEZBcA?t=161 || $2.1M Founder Working 70-Hour Weeks Asks for Help
yeah. Um I think that's where I'm stuck. Got it. What's the What's your what's your hiring funnel right now? Um, it's been referral uh just proximity people that we see on job sites and we've worked with and now we're starting to get on the LinkedIn and the inddeeds and things like that. Yeah. So, I mean referral is obviously

[3:07] YouTube https://youtu.be/lx0iKaEZBcA?t=180 || $2.1M Founder Working 70-Hour Weeks Asks for Help
always the best way to grow. Do you have um you have 13 guys in the field? Do they know people? They do. Okay. What incentive do you have for your referrals right now? So currently our referral program is all based around finding other safety professionals that we can ship out to job sites. So we we pay a bonus program

[3:26] YouTube https://youtu.be/lx0iKaEZBcA?t=199 || $2.1M Founder Working 70-Hour Weeks Asks for Help
of essentially locate a guy and if we hire them, we'll pay them we'll pay 500 bucks. If they stay for 90 days, uh then we'll pay them an extra thousand and that was built in your boardroom about two weeks ago. So that's well currently being issued. I I love I love the spirit. We need to tweak one important thing. How much do

[3:46] YouTube https://youtu.be/lx0iKaEZBcA?t=219 || $2.1M Founder Working 70-Hour Weeks Asks for Help
you make per $150,000 per year guy. Um that per we our our average person right now is about 70k and we make probably about 200,000 off of them. So I'm not sure with this guy that number. So let's just let's just use those numbers, right? 70k, right? And um well, how much do you think this guy will make

[4:10] YouTube https://youtu.be/lx0iKaEZBcA?t=243 || $2.1M Founder Working 70-Hour Weeks Asks for Help
you? It's more than that, correct? So yeah, it's Yes. Yes. Okay. He'll he'll make more than that, but I think he's gonna he's going to take me out of we we that's we have one funnel for for staffing which is what I've been talking about. We have other funnels which is consulting and things like that

[4:26] YouTube https://youtu.be/lx0iKaEZBcA?t=259 || $2.1M Founder Working 70-Hour Weeks Asks for Help
that pulls me out into job sites. Yeah. And I think that personal probably revenue they I'd say at least a quarter mill uh from this guy. And this guy's 150. Yes. I imagine. So that 250 is extra or in total on 150. I think it would be in total. Where we stand right now? Yeah. I don't love that. I like the 70

[4:53] YouTube https://youtu.be/lx0iKaEZBcA?t=286 || $2.1M Founder Working 70-Hour Weeks Asks for Help
to 200 better. Um I like those a lot. Yeah. So let me let me let me I'm going to I'm going to do a couple things. So number one is on the the the new referral program that you're about to roll out or just rolled out. I just think the economics need to be changed. So you have your 500 and then a,000.

[5:12] YouTube https://youtu.be/lx0iKaEZBcA?t=305 || $2.1M Founder Working 70-Hour Weeks Asks for Help
That's $1,500 total. For me, if I know that somebody can make me $130,000 in gross profit, I'm willing to pay 10% 20% of that. Like, no problem. And so I think that if you made this thing like 10 grand or 15 grand, I'll bet you your guys would be significantly more responsive at working their networks.

[5:29] YouTube https://youtu.be/lx0iKaEZBcA?t=322 || $2.1M Founder Working 70-Hour Weeks Asks for Help
Would you agree? 100%. So, I think number one, because if you're going to pay a recruiting firm that much, which you would easily pay 10 or 20% to for a kind of repeatable role like this, you'd pay 10 grand for that role. So, I'd be I'd rather pay my guys that than pay an outside firm. Yep. And we've been doing that. So,

[5:48] YouTube https://youtu.be/lx0iKaEZBcA?t=341 || $2.1M Founder Working 70-Hour Weeks Asks for Help
that's that's a really good point. Okay. So, I think we go from 500 to 10K at least to start uh on the referral bonus. Uh and it's fine because you're gonna ROI it. you can still delay, put put a 1,000 bucks up front, 9,000 on the on the on the 90-day success, and I think they'll be that'll that'll solve

[6:04] YouTube https://youtu.be/lx0iKaEZBcA?t=357 || $2.1M Founder Working 70-Hour Weeks Asks for Help
number one. Um, now this other this more specialized role, are there specialized recruiters who who do hire for this this particular person? There there are, but we haven't had success with them. Okay. Are they contingency based? Um, some of them. Okay. So, this is what I do when I have a when I have a one-off role. I go

[6:26] YouTube https://youtu.be/lx0iKaEZBcA?t=379 || $2.1M Founder Working 70-Hour Weeks Asks for Help
recruiters. If I have a repeatable role, I build a whole system around it because it's like core to the business. So like the guys on site, that is repeatable role. I'm gonna, you know, like you have 13, you're going to need 30. You know what I mean? When we three or 4x, right? So that's where it's like we need to

[6:39] YouTube https://youtu.be/lx0iKaEZBcA?t=392 || $2.1M Founder Working 70-Hour Weeks Asks for Help
have dollars in dollars out. The referral program is a great start. We need to ultimately get into the we run this many ads. our cost of acquiring talent. Just like you have CAC, we need CAT, CAT. And just like we have LTV, we have lifetime gross profit per employee, which is what what revenue, gross profit

[6:54] YouTube https://youtu.be/lx0iKaEZBcA?t=407 || $2.1M Founder Working 70-Hour Weeks Asks for Help
do we make per per head. Uh, and then that becomes the kind of supply side economics of that funnel. So that has to get made and the same exact sales methods apply. So it's like you'll run an ad, you'll have an opt-in page, you'll have a VSSL, right? That'll sell them my company's awesome. And then you'll push them ideally to a group call

[7:13] YouTube https://youtu.be/lx0iKaEZBcA?t=426 || $2.1M Founder Working 70-Hour Weeks Asks for Help
because it takes a lot of time to take those initials and then you can select the people from that group call who you think are legit. So that'll take some of your That makes a lot of sense, right? It'll remove some of that time constraint that you're dealing with having all these interviews, right?

[7:28] YouTube https://youtu.be/lx0iKaEZBcA?t=441 || $2.1M Founder Working 70-Hour Weeks Asks for Help
Yep. That makes a lot of sense. That's the repeated role funnel. The recruiting funnel, I would like you to spin up like at a zero. So add like 10 recruiters all contingency based and then let them work. Got it. Okay. Yeah. No, I mean that's Yeah. So do more. Do more is what you're saying. It's just and it's just sometimes it's a

[7:51] YouTube https://youtu.be/lx0iKaEZBcA?t=464 || $2.1M Founder Working 70-Hour Weeks Asks for Help
belief issue on that. You know what I mean? Like when we scaled a sales team for one of our companies from zero to 80 in 90 days, we had to hire 80 sales people, right? And so it's like we we, you know, we gassed all the ads we had. We gassed all the funnels and we spun up 15 sales recruiters and we paid five

[8:07] YouTube https://youtu.be/lx0iKaEZBcA?t=480 || $2.1M Founder Working 70-Hour Weeks Asks for Help
bucks ahead which we negotiated because we were doing volume so they had a standard fee of 10. We said well if you I mean we're going to get 80 so you know do it for five and we'll take as many as we can and they were like let's go and so we got 15 and so we got 80 guys hired and then kept 50 and then within 90 days

[8:23] YouTube https://youtu.be/lx0iKaEZBcA?t=496 || $2.1M Founder Working 70-Hour Weeks Asks for Help
we're doing 5 million a month in extra sales from that company. And so I think it's just a violence thing of like one or two didn't work. Of course not. It's like, you know, I didn't I worked one or two leads and I didn't find a customer. It's like I mean, it's just it's a much bigger numbers game. Yeah. Reframing my mind around uh

[8:39] YouTube https://youtu.be/lx0iKaEZBcA?t=512 || $2.1M Founder Working 70-Hour Weeks Asks for Help
treating it like like a lead and and trying to to ch hunt hunt new business, right? It's it's just hunting down that new talent. So, that that's a that's a good reframe. It's a bow tie. So, you have demand gen funnels and supply gen funnels. It's the same thing, but you need both in order to scale if you're a service business.

[8:54] YouTube https://youtu.be/lx0iKaEZBcA?t=527 || $2.1M Founder Working 70-Hour Weeks Asks for Help
Everyone misses the backside. Makes a lot of sense. I I really appreciate you, brother. Thank you. Appreciate you. Congratulations on the business. 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

[9:11] YouTube https://youtu.be/lx0iKaEZBcA?t=544 || $2.1M Founder Working 70-Hour Weeks Asks for Help
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

[9:25] YouTube https://youtu.be/lx0iKaEZBcA?t=558 || $2.1M Founder Working 70-Hour Weeks Asks for Help
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,

[9:37] YouTube https://youtu.be/lx0iKaEZBcA?t=570 || $2.1M Founder Working 70-Hour Weeks Asks for Help
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

[9:51] YouTube https://youtu.be/lx0iKaEZBcA?t=584 || $2.1M Founder Working 70-Hour Weeks Asks for Help
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 Service Business Scale
URL: https://youtu.be/mCVpPFfpsuM
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:01] YouTube https://youtu.be/mCVpPFfpsuM?t=0 || Helping a Service Business Scale
cleaning to um mainly like restaurant owners. When we bought it, 200 plus managers, you have three and they're whales. Yeah, I got you. Thank you. I told my wife about that. She's like, "Why do you need Alex? Just watch his videos." Yeah. Um anyway, that's a different party. Yeah, she's German, so she's very methodical.

[0:22] YouTube https://youtu.be/mCVpPFfpsuM?t=15 || Helping a Service Business Scale
Um I would like to get at least double the revenue, but because of your workshop, I want to get to 10 million one day. Mhm. But I don't I think let's double it first. What's stopping me is that when we introduced the fire suppression for the restaurant avatar and we discussed this yesterday, a big key piece we were missing was for

[0:40] YouTube https://youtu.be/mCVpPFfpsuM?t=33 || Helping a Service Business Scale
example, you have this tag here. It's a national fire protection code. Basically, good. Then the one that's 96 needs to clean the hood cleaning in restaurants. So we trying to introduce that. But we had zero sales process for over two decades. The husband and wife team that sold it to me didn't believe in

[0:57] YouTube https://youtu.be/mCVpPFfpsuM?t=50 || Helping a Service Business Scale
that. The phone rings, we pick up and two rings. That's literally the process. Uh we went down to 20%. Sorry, it's a complex. Yeah, just kidding. Yeah, exactly. We went we went down 20% the first time cuz we tried to launch that division last summer. I'm in that boat right now. And I have gone down another 20% again

[1:16] YouTube https://youtu.be/mCVpPFfpsuM?t=69 || Helping a Service Business Scale
because I tried to launch it again two months ago. Uh so that's what's stopping me. The second thing is zero sales as we talked about. The third thing is I had did some fancy roles in finance that I was telling you about and some government, you know, I'm on some boards and so on so forth. Haven't posted on

[1:32] YouTube https://youtu.be/mCVpPFfpsuM?t=85 || Helping a Service Business Scale
LinkedIn. I've got 15,000 followers on LinkedIn. People have been asking me, hey man, what are you up to? And I'm a little bit shy to tell them that I'm in fire safety. I've tested it out with a few folks here. I say to them, hey, I went from finance to fire safety. The first question is like, why the hell did

[1:46] YouTube https://youtu.be/mCVpPFfpsuM?t=99 || Helping a Service Business Scale
you do that? Like what? You know, so it's like a shocker. So so crazy. So yeah. So I just wanted to know what I'm getting a few thumbs up. Yeah, exactly. Yeah, thanks. So, so, so you have a pretty classic issue and so this will affect more than one p more than just you. So, um I'll fill in some of um what he was

[2:04] YouTube https://youtu.be/mCVpPFfpsuM?t=117 || Helping a Service Business Scale
explaining. So, he's got restaurants as an avatar, right? Which, um and he also has u property managers, right? And they've got like a hundred units at a time, right? though. Think of this as like these are your whales and you've got your minnows over here. And the issue is that he only has three of these and these came super, you know,

[2:26] YouTube https://youtu.be/mCVpPFfpsuM?t=139 || Helping a Service Business Scale
sporadically. There's no process around it. The restaurants also come sporadically, but there's more of them, right? And the main hook that he has now is that he also didn't tell you that he bought a cleaning business. That's right. We did a rollup plate to Right. All right. So, he bought a cleaning business and then he uses the

[2:42] YouTube https://youtu.be/mCVpPFfpsuM?t=155 || Helping a Service Business Scale
cleaning as a way to get into the restaurant, right? That's right. Okay. So, do you remember what I told you last night? Yes. Okay. So, what did I say? You said focus on the the property management persona to build on the fire and safety stuff. And then after one year of me doing the sales, which you said, I need to be in

[3:02] YouTube https://youtu.be/mCVpPFfpsuM?t=175 || Helping a Service Business Scale
the business cuz I was trying to fire myself. When I talked to you, you said no. You're going to be out of the business in 3 months. And I was like, well, that's not going to happen. That's right. That's right. Yeah. So I bought this business and I want to be out of the business. So I quit my other stuff. Exactly. I've

[3:13] YouTube https://youtu.be/mCVpPFfpsuM?t=186 || Helping a Service Business Scale
quit teaching. I've quit everything else and I'm property manager firms nail the fire and safety first and then after a year then slowly nudge them into cleaning. So the key here is that um so I'll put a nuance into what I said so that you can because I said other and it's a lot to take in when we were talking. So there's

[3:29] YouTube https://youtu.be/mCVpPFfpsuM?t=202 || Helping a Service Business Scale
I did say that but the other part that what we're solving for is it's not that that's the solution. It's that I want to solve for the greatest discrepancy between LTV to CAC on customers that are easiest to acquire. Right. Yeah. And so what I want to figure out is is it easier and more profitable to get

[3:45] YouTube https://youtu.be/mCVpPFfpsuM?t=218 || Helping a Service Business Scale
restaurants because even if these are guys are minnows, like there's tons of businesses that can make a killing with minnows. There's nothing wrong with minnows. We just have to look at LTV to CAC. And so like maybe it cost you, you know, $100 to get a restaurant and a restaurant's worth, you know, $2,000

[3:59] YouTube https://youtu.be/mCVpPFfpsuM?t=232 || Helping a Service Business Scale
over the next five years. 20 to1 good business. Right now, these guys might be worth, you know, uh, that's supposed to be a dollar sign backwards. There we go. Uh, let's say these guys are worth, you know, $20,000 a year. I know they're not, but whatever. Let's just say they're worth $20,000 a year, and it

[4:15] YouTube https://youtu.be/mCVpPFfpsuM?t=248 || Helping a Service Business Scale
cost you $4,000 to acquire them. Now, in your mind, you're like, man, this is so much more money, but the LTV to CAC ratio is actually much smaller, right? And so, what I want to just figure out is what the LTV to CAC is between these two things. And I do think that you owning it is an intelligent decision. If

[4:30] YouTube https://youtu.be/mCVpPFfpsuM?t=263 || Helping a Service Business Scale
you have an inkling as to which one of these is more profitable in terms of what it costs versus how much you make, then I would start there, but I would focus only on one of them because you just have to get your hands dirty and learn the actual sales process. Now, I'll bet because you have this cleaning

[4:48] YouTube https://youtu.be/mCVpPFfpsuM?t=281 || Helping a Service Business Scale
thing, if that gets the door open for these restaurants as a pretty easy like foot in the door. Quite literally, it does. Okay. Well, then it's like great. Well, then this one's like property manager going to be harder to get, right? And so if you're like cash flat and train, which I'm guessing you are, give them

[5:01] YouTube https://youtu.be/mCVpPFfpsuM?t=294 || Helping a Service Business Scale
the stress I can feel, right? I would probably go cleaning because you can get your foot in the door and get your reps much faster. Yeah. And I think you'll learn the sales motion that might also apply to the property managers later. So it's not like you're excluding that. But for right now, and this is what I hope to

[5:15] YouTube https://youtu.be/mCVpPFfpsuM?t=308 || Helping a Service Business Scale
have happen, is that you figure out the sales motion for for restaurants with this offer. And you might just be like, "We're making a lot of money. Let's just keep doing this." And then you can just transfer that because I'll also bet kind of like the um selling you know flipping watches selling property managers is

[5:32] YouTube https://youtu.be/mCVpPFfpsuM?t=325 || Helping a Service Business Scale
gonna be harder Yeah. than selling restaurants. And so if you do eventually want to get out of the business it'll be easier to get out of the business if you make that the customer. Got it. One last question to follow up on that is like we also sell like a third department that does safety compliance. That's like only two or

[5:47] YouTube https://youtu.be/mCVpPFfpsuM?t=340 || Helping a Service Business Scale
three uh people that do that. So for example that fire sign that you have the exit sign. So that needs to be there otherwise the fire department can shut you down. Right. I haven't even touched that department because the the feedback I get from the team is like don't sell more stuff because you can't keep up

[6:02] YouTube https://youtu.be/mCVpPFfpsuM?t=355 || Helping a Service Business Scale
with the current customers. So don't bring more. Any any insights on that one? Is it profitable? The other that's it is that one is a subscription model. So yeah I mean super profitable should be. It is. Yeah. It's like 20k a month in revenue for example. Okay. Cool. And 20 clients that pay well and you

[6:19] YouTube https://youtu.be/mCVpPFfpsuM?t=372 || Helping a Service Business Scale
know Okay. Okay. Oil and gas companies and things like that in there. Yeah. So, all right. We have this that you said department. It's $20,000 a month. So, the department's like one person. Yeah. Well, it was one person. It was the previous owner, but uh she we hired like three more people. So, it's uh

[6:39] YouTube https://youtu.be/mCVpPFfpsuM?t=392 || Helping a Service Business Scale
Yeah. But it was the owner and now you have three people there. Correct. Because that was like the key key person risk. So, all the information was in her head. Remember, there's no processes here, right? The phone just rings. Uh-huh. Yeah. Right. So I I Okay, we have to take these one thing at a time. So first things first,

[6:58] YouTube https://youtu.be/mCVpPFfpsuM?t=411 || Helping a Service Business Scale
we're going to ignore this. Cool. We're going to ignore that. Second thing is you're going to get the sales cycle for doing this offer on the front end because that seems to be working for you. So I want to just get you better at closing these deals and doing consistent and that's a 20 year history as well.

[7:10] YouTube https://youtu.be/mCVpPFfpsuM?t=423 || Helping a Service Business Scale
Great. So that's good. In terms of the crossell, which is basically what that is, I would say uh table it for now. Not I mean I do think the reasoning of like we're too busy but we're also not making as much as we want is tough. Uh but the the steps of what we're going to do here is this is going to be number one. And

[7:28] YouTube https://youtu.be/mCVpPFfpsuM?t=441 || Helping a Service Business Scale
then the second thing that you're going to tack on is the cross cell actually it'll be 1.5 is fix compliance department so that they can actually handle the customers and then so it's restaurants as number one fix the compliance department and then you'll start cross-elling the compliance services but

[7:53] YouTube https://youtu.be/mCVpPFfpsuM?t=466 || Helping a Service Business Scale
this will probably take like six to nine months to get to here just to be clear. It'll probably take six months to learn this, maybe three months to turn the department and figure out like you hired three people to replace one. I'll bet you two of them aren't doing anything. Um, especially if they're like, "We're

[8:07] YouTube https://youtu.be/mCVpPFfpsuM?t=480 || Helping a Service Business Scale
too busy." It's like, "One person was doing this. There's three of you. Now you're saying you're too busy. Something doesn't add up here." And so you pro like right now your business need has four fires. We just have to take one fire at a time. Okay. And this is the most important fire, which is getting new business. So let's

[8:19] YouTube https://youtu.be/mCVpPFfpsuM?t=492 || Helping a Service Business Scale
solve that one first. Okay. Thanks so much, Alex. Appreciate that. Yeah, 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 roadmap, which is basically 200 hours of us looking over all the

[8:38] YouTube https://youtu.be/mCVpPFfpsuM?t=511 || Helping a Service Business Scale
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

[8:52] YouTube https://youtu.be/mCVpPFfpsuM?t=525 || Helping a Service Business Scale
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

[9:05] YouTube https://youtu.be/mCVpPFfpsuM?t=538 || Helping a Service Business Scale
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 call with my team and we will look at

[9:19] YouTube https://youtu.be/mCVpPFfpsuM?t=552 || Helping a Service Business Scale
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 Business Scale
URL: https://youtu.be/n0Rw4KT6boI
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/n0Rw4KT6boI?t=0 || Helping a Home Services Business Scale
Hey, Alex. Yes. Uh, I own a company that, uh, basically scoops up dog And, uh, I love these types of business. No one cancels. Yeah. We got We're doing about 2 million a year, and I want to get to 10 million a year as fast as possible. Uh, poo poo to profit. Sorry. Go ahead. Uh, and our business, it's it's somewhat

[0:21] YouTube https://youtu.be/n0Rw4KT6boI?t=14 || Helping a Home Services Business Scale
seasonal as far as the acquisition goes. We basically double every first quarter of the year when all the snow's melting off and everything. Uh but through the rest of the year, I want to uh start looking at acquiring other dog companies. Okay. Basically, uh uh so my question is when you're going to acquire other companies, how do you

[0:40] YouTube https://youtu.be/n0Rw4KT6boI?t=33 || Helping a Home Services Business Scale
integrate it with your company to uh basically not light your money on fire and to maximize the enterprise value for an investor? So obviously the the is going to be a huge factor in how you structure the deal. Um, are you keeping the operators on afterwards or no? Uh, it probably depend on the uh on the

[0:58] YouTube https://youtu.be/n0Rw4KT6boI?t=51 || Helping a Home Services Business Scale
business and the deal. Yeah, I would have some sort of big incentive for them to have bonus basically post integration and so that way they're going to be highly incentivized to, you know, you put like, hey, like we're in this together. If this doesn't work, then you're not going to get paid. Um, and I think that

[1:17] YouTube https://youtu.be/n0Rw4KT6boI?t=70 || Helping a Home Services Business Scale
that's that fair. I think it's pretty fair um for especially a small um because I'm assuming that be somewhere in there. Am I less loud if I have my hands in my pockets? Ah, sneaky sneaky. All right, good. Okay, there we go. Um, what were we saying? Poo poo platter. Um, profit. Yes. So, making making the deal

[1:40] YouTube https://youtu.be/n0Rw4KT6boI?t=93 || Helping a Home Services Business Scale
structure. Um, I would try and separate the business out into what what the components are, right? So, it's like you have the routes that they do for, you know, poop poopups or whatever, right? So, you have you've got the customer list, then you've got the the people who do the poop scooping. Um, and then you probably have some sort

[2:00] YouTube https://youtu.be/n0Rw4KT6boI?t=113 || Helping a Home Services Business Scale
of administrative stuff. I don't know if they if they have sales or marketing. I'm guessing you're pretty good at sales and marketing, so you don't need their sales and marketing. You're trying to buy the book of business. Yeah. So, um, it's just I think it's you'll probably just end up having an SOP for each of the core components. And

[2:14] YouTube https://youtu.be/n0Rw4KT6boI?t=127 || Helping a Home Services Business Scale
there's a really good book um for you. No one else needs to read this. Uh, it's called uh How to Make a Few Billion Dollars. Um the guy just did three rollups over his whole career and each rollup he sold for like 10 billion. Um and so it's really just understanding that all the business have components

[2:32] YouTube https://youtu.be/n0Rw4KT6boI?t=145 || Helping a Home Services Business Scale
and you basically just have a massive checklist that you do when you integrate a business. Like that's literally it. It's just the world's longest checklist and every single integration you do you get a little bit better and you add things to the checklist until eventually like you've covered every single thing

[2:46] YouTube https://youtu.be/n0Rw4KT6boI?t=159 || Helping a Home Services Business Scale
and you can go faster and faster. And if have you studied waste management? Yeah. Yeah. I mean because literally I mean you should uh I mean that's literally how they grow. So finding routes I mean I would study everything about that business. Um but it's really just breaking down the components and having SOPs that are

[3:02] YouTube https://youtu.be/n0Rw4KT6boI?t=175 || Helping a Home Services Business Scale
associated with them. Uh do you need to rebrand the businesses you buy under the same brand to make it more attractive to investors or does that not really matter as much? Um I would probably rebrand it if you really want to do the big play. You'll get a premium for it. Yeah. Thank you. Yeah. You bet. So, if you've hit a

[3:18] YouTube https://youtu.be/n0Rw4KT6boI?t=191 || Helping a Home Services Business Scale
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 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

[3:32] YouTube https://youtu.be/n0Rw4KT6boI?t=205 || Helping a Home Services Business Scale
you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: Helping a Coaching Business Scale to $5M/year
URL: https://youtu.be/norSbF8HNxY
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/norSbF8HNxY?t=0 || Helping a Coaching Business Scale to $5M/year
No surprise. We s ch improvement and life improvement. Uh we do over 1 million in revenues. Uh we would like to be at I'm pessimistic. So I guess 5 million uh in next 12 months. You're pessimistic. So you're saying only a 5x in a year. Cool. Got it. Yeah. Uh what is stopping me I guess is people. Okay.

[0:24] YouTube https://youtu.be/norSbF8HNxY?t=17 || Helping a Coaching Business Scale to $5M/year
Uh me too. So the question I have is I I would like to hear your uh tip about this. It seems to me I have two options either to invest uh more money which I have investors who are happy to give and then we can hire people whom we can easily pay six figures. Uhhuh. Or give equity. So I'm in a stage where

[0:48] YouTube https://youtu.be/norSbF8HNxY?t=41 || Helping a Coaching Business Scale to $5M/year
I don't want to make a mistake that after a few years I will go back and like a stupid you grew yourself and you had this problem with people. How how so there's actually a pretty simple math equation for this though. So, it's what's the equity cost if I give it to the employee to get them to basically the delta between what their

[1:06] YouTube https://youtu.be/norSbF8HNxY?t=59 || Helping a Coaching Business Scale to $5M/year
compensation would be at full cash comp versus cash plus equity compared to that cost of equity if I were to sell it to an investor to cover the cash. You know what I'm saying? So, if you raise it $100 million and you sell 5% of the business and you get $5 million in cash, can I use that $5 million in cash

[1:31] YouTube https://youtu.be/norSbF8HNxY?t=84 || Helping a Coaching Business Scale to $5M/year
to pay everyone cash compensation and net only a loss of 5% of the business? If you say, you know what, screw the, you know, the the fundraising? I don't need the $5 million in cash. Can I get everybody I need for less than 5%. Makes sense? So, it's a math equation. That's a good These are some of my favorite ones.

[1:50] YouTube https://youtu.be/norSbF8HNxY?t=103 || Helping a Coaching Business Scale to $5M/year
Got it. Thank you very much. One quick question. Sure. I have watched many of your podcasts, many of your interviews. So every time I was come on, ask him this question and nobody asked you this question. Okay. So it's my my chance to ask. Okay. Yeah. So too many questions you would at some point answer. I don't care until I

[2:09] YouTube https://youtu.be/norSbF8HNxY?t=122 || Helping a Coaching Business Scale to $5M/year
win or I want to win. Yeah. So what is win for you? Thank you. Yeah. Uh the game. I mean I can tell you that now. It's the game. I enjoy playing the game. So for me, uh, you know, the process, so the process that I use to optimize anything is I do a lot of volume of whatever it is. I do I make a bunch of ads. I take a bunch of

[2:33] YouTube https://youtu.be/norSbF8HNxY?t=146 || Helping a Coaching Business Scale to $5M/year
sales calls. I I make a bunch of content and then I look at the past 100 or thousand units of of effort or output and I say, "What do the top 10% have that's different than the other 90? Can I isolate that?" And the next hundred, I just want to do the things that I have there. And I just continue to repeat

[2:47] YouTube https://youtu.be/norSbF8HNxY?t=160 || Helping a Coaching Business Scale to $5M/year
that process in everything. And so I had this moment when I was 21 where I worked um at a job that I absolutely hated. Um and the boss of that company, I had a particularly good weekend and I seemed chipper on Monday. And she said um you know, you know, you seemed you know, happy. And I was like, yeah, you know, I

[3:07] YouTube https://youtu.be/norSbF8HNxY?t=180 || Helping a Coaching Business Scale to $5M/year
had a good weekend. And she said, I'm pretty sure the key to happiness is living as many days in a row like that as you can. And it was actually a pretty profound statement for me because it actually made it very operationalizable, which is like, oh, so figure out what a good day is for me and then try and live

[3:22] YouTube https://youtu.be/norSbF8HNxY?t=195 || Helping a Coaching Business Scale to $5M/year
that day as many days in a row as I can. And so for me, a good day has three things. I work out with someone that I like. I eat food with people I like. And I write something. If I have those three things, I had a good day. And so most of my life is just trying to do that day over and over and over again as much as

[3:41] YouTube https://youtu.be/norSbF8HNxY?t=214 || Helping a Coaching Business Scale to $5M/year
I can. And that's really that's my life. Now some people don't like that life and I'm like by all means live your life. That is what works for me. Very interesting. I asked this question to AI which you can there is not LLM. You put all the YouTubes sure and you ask gave another answer. So I was very

[3:57] YouTube https://youtu.be/norSbF8HNxY?t=230 || Helping a Coaching Business Scale to $5M/year
interested to hear this from you and thank you very much and thanks all your team and everyone for helping us. Thank you very much. Thank you champions. Stay awesome. 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

[4:15] YouTube https://youtu.be/norSbF8HNxY?t=248 || Helping a Coaching Business Scale to $5M/year
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

[4:29] YouTube https://youtu.be/norSbF8HNxY?t=262 || Helping a Coaching Business Scale to $5M/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,

[4:42] YouTube https://youtu.be/norSbF8HNxY?t=275 || Helping a Coaching Business Scale to $5M/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 deconstrain the business and you're trying to scale, we'd love to help you

[4:55] YouTube https://youtu.be/norSbF8HNxY?t=288 || Helping a Coaching Business Scale to $5M/year
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: How to Know When to Fire a Vendor/Employee
URL: https://youtu.be/nxJdJuxb4go
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/nxJdJuxb4go?t=0 || How to Know When to Fire a Vendor/Employee
culture and values seems to really come out with what you and Ila have created. We all depend on lots of vendors to help us get to where we need to go. How do you screen for vendors and partnerships? And is values alignment one of those screens? Um I think it is important not as important for a full-time hire. So call

[0:24] YouTube https://youtu.be/nxJdJuxb4go?t=17 || How to Know When to Fire a Vendor/Employee
it like a 50%. That's me just shooting from the head. But like I would say that the best like basically if a vendor doesn't subscribe to our values then they will quickly not be a vendor of ours. It's probably the easiest way to say it. And so um you know we we we try to maintain a certain level of excellence, professionalism, um

[0:39] YouTube https://youtu.be/nxJdJuxb4go?t=32 || How to Know When to Fire a Vendor/Employee
timeliness in terms of how we how quickly we turn things around, what the expectations of quality are for work and like the like acquisition combat vendors. Um and they're exceptional. They're really good. I'm actually very happy with our vendor suite. Um, and so you as the business grows, your bar and standards will also grow and you

[1:00] YouTube https://youtu.be/nxJdJuxb4go?t=53 || How to Know When to Fire a Vendor/Employee
will outgrow vendors. And so I think it's just having a constant appraisal of like if I were to start over again, would I still bring this person on? Because it still is basically like they're just they're they're doing fractional work of what like every single vendor is doing something that you should already be doing in the

[1:16] YouTube https://youtu.be/nxJdJuxb4go?t=69 || How to Know When to Fire a Vendor/Employee
business but don't have the expertise uh or the bandwidth in order to do. So either you're hiring a vendor because they you're trying to trying to pull the future forward in terms of a skill gap that you don't feel like recruiting, hiring, training. You don't know what you're looking for. So you're like,

[1:30] YouTube https://youtu.be/nxJdJuxb4go?t=83 || How to Know When to Fire a Vendor/Employee
"Well, let me just get a good vendor in, see what they do, and then I'll have a much better idea of who I'm recruiting for." Um, or you're bringing a vendor in because uh you simply don't have headcount. So like, let's say you have sales guys and you're like, I for whatever reason, I'm I'm super greedy

[1:47] YouTube https://youtu.be/nxJdJuxb4go?t=100 || How to Know When to Fire a Vendor/Employee
and want to go twice as fast as I am. I'm gonna bring in hired guns on top of my sales team. I know how to recruit them. I just don't have time to bring them in because for whatever reason, I think that market share is important for my business and so I'm doing it. But fundamentally, they either have to have

[2:01] YouTube https://youtu.be/nxJdJuxb4go?t=114 || How to Know When to Fire a Vendor/Employee
skills you don't have or it's just a time thing. But other otherwise, um, we try to build it in house if we can. Thank you. Does that help? Yes. 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

[2:18] YouTube https://youtu.be/nxJdJuxb4go?t=131 || How to Know When to Fire a Vendor/Employee
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 where if you put in your business

[2:32] YouTube https://youtu.be/nxJdJuxb4go?t=145 || How to Know When to Fire a Vendor/Employee
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

[2:46] YouTube https://youtu.be/nxJdJuxb4go?t=159 || How to Know When to Fire a Vendor/Employee
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

[2:59] YouTube https://youtu.be/nxJdJuxb4go?t=172 || How to Know When to Fire a Vendor/Employee
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 $200K Service Business Double Revenue
URL: https://youtu.be/o0hFkaUX2gA
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:02] YouTube https://youtu.be/o0hFkaUX2gA?t=0 || Helping a $200K Service Business Double Revenue
Kong and charge two weeks two weeks money uh for successful matches. What do you do with students? Uh matching the private tutors for them. Tutoring. Okay. So you do tutoring in Hong Kong. You charge weekly. Yeah. Uh charge two week. You charge for two weeks. Yes. For Asian fee. Okay. Every two weeks.

[0:21] YouTube https://youtu.be/o0hFkaUX2gA?t=14 || Helping a $200K Service Business Double Revenue
Just two weeks. One off. That's it. That's it. Yeah. Okay. Yeah. So you tutor people in two weeks. Um the private tutors help the students for two weeks uh for for a long time but we charge the first two weeks. Uh we take the first two weeks. Oh so you connect them. Yeah we connect them. Mattress. Okay.

[0:41] YouTube https://youtu.be/o0hFkaUX2gA?t=34 || Helping a $200K Service Business Double Revenue
Got it. Okay. Understood. Okay. Uh we do uh 200k last year 70% margin. Great. And I would like to double if possible. Yeah. Okay. But um 90% of the traffic is come from organic search. Okay. uh Google organic search um how could we do more in Google organic search if we we have already done it and the business model they said is kind of

[1:07] YouTube https://youtu.be/o0hFkaUX2gA?t=60 || Helping a $200K Service Business Double Revenue
hard to scale is that the constraint I mean I don't know if it's that hard to scale um are you are people checking out on the landing page or do you have a phone team no we have to call them phone team yeah okay so uh I mean there's so many things we can do so first off have you considered charging for four weeks instead of two.

[1:27] YouTube https://youtu.be/o0hFkaUX2gA?t=80 || Helping a $200K Service Business Double Revenue
Yeah. Okay. And the reason that you don't do that um we tried it actually we increase the price. Uh we tried 2.5 weeks or 3 weeks. Some of them are willing to pay actually. Yeah. But four weeks never tried. Okay. So that's one consideration. The other piece that you can um that you can put on is that uh instead of trying to

[1:51] YouTube https://youtu.be/o0hFkaUX2gA?t=104 || Helping a $200K Service Business Double Revenue
do a revenue share with the uh tutor, which I know that they they'll go around you and that's a big pain. That's why you have to charge up front. Um is that you could just charge a very small monthly fee um for the tutors on an ongoing basis to per per student. So it's like charge whatever you want. We

[2:11] YouTube https://youtu.be/o0hFkaUX2gA?t=124 || Helping a $200K Service Business Double Revenue
charge $10 a month per student. That way it's like it's a it's a no-brainer. And then I mean I'm saying $10 is a placeholder. You could charge $50, you could charge $100, whatever you want. That way you can have some upfront cash and some ongoing cash and then they can just let you know. Um but you should

[2:25] YouTube https://youtu.be/o0hFkaUX2gA?t=138 || Helping a $200K Service Business Double Revenue
know how many they have based on the people that you've sent to them. Okay. Right. So that way you have a little bit more continuity in the business. I know that they're going to, you know, they do some tutoring and then they fall off because they're students or whatever, but at least you can still have you'll

[2:37] YouTube https://youtu.be/o0hFkaUX2gA?t=150 || Helping a $200K Service Business Double Revenue
still get some longtail there. So I would probably consider extending the amount of time that you can charge up front. So, I had a similar business model because I did this with gyms. I sold for six weeks. So, I kept the first six weeks up front and then they got the membership on the back end. So, I'm

[2:50] YouTube https://youtu.be/o0hFkaUX2gA?t=163 || Helping a $200K Service Business Double Revenue
familiar with the model. Um, so I do think you can push from two to four. Um, the the big thing is being able to space it out. So, it's like I can charge up front for four weeks and if you want to make money, you're welcome to. Uh, and I can also spread that extra two weeks over X period of time, right? Are you

[3:08] YouTube https://youtu.be/o0hFkaUX2gA?t=181 || Helping a $200K Service Business Double Revenue
collecting anything from the tutors or no? Yeah. Collect from tutors. Uh well the the customers pay, right? The customer pays and pays us. Okay. What does the tutor pay? Uh they pay the effort. No. Right. So no, you don't collect anything from the tutors. That's my point. So you could also charge it's a

[3:27] YouTube https://youtu.be/o0hFkaUX2gA?t=200 || Helping a $200K Service Business Double Revenue
two-sided marketplace. You can charge both people. You could charge them a membership fee to be able to have the opportunity to get uh these people from you. And those will probably be very sticky. And so if you're trying to increase the enterprise value of the business, what you have to shift your perspective from, if I'm

[3:39] YouTube https://youtu.be/o0hFkaUX2gA?t=212 || Helping a $200K Service Business Double Revenue
talking too fast, stop me, is that the tutors are your customers because they're the ones who are permanent. The students flow in and out, right? And so the idea is okay, we attract these tutors and we can have an annual fee or a startup fee. It bills annually for them to be on the platform. We still

[3:57] YouTube https://youtu.be/o0hFkaUX2gA?t=230 || Helping a $200K Service Business Double Revenue
take our two weeks, our four weeks up front, but then this becomes the base of tutors that we continue to expand and grow. and that'll drop all of the bottom line because right now it doesn't cost you anything, right? Yeah. So, those would be two things that I do from a pricing perspective that would

[4:11] YouTube https://youtu.be/o0hFkaUX2gA?t=244 || Helping a $200K Service Business Double Revenue
probably make you more money. Now, in terms of the traffic, um I'll say it feels unlikely that you're capped with 200,000 a year. So, the question is who is doing your SEO? Me. Okay. So then it might just be that your skill set for SEO is capped and that you need to get better at SEO so you can do more of it. Are there more

[4:36] YouTube https://youtu.be/o0hFkaUX2gA?t=269 || Helping a $200K Service Business Double Revenue
people that you can bring on to like rank for more keywords that are relevant? Yeah, I think so. Okay. So this would definitely be a one moment dramatic effect more. So it would be a it would be a more solution. I know this sounds silly, but like sometimes it's just like that's really what it comes down to. It's

[4:59] YouTube https://youtu.be/o0hFkaUX2gA?t=292 || Helping a $200K Service Business Double Revenue
you're like, I don't know how we can do any more. You're doing 200,000 a year. There's absolutely more traffic that's out there. I do think the pricing model you could adjust. We could do those two things. Ch increase the offer from two to four weeks. Add in some billing uh for the tutors. I would do it as an

[5:11] YouTube https://youtu.be/o0hFkaUX2gA?t=304 || Helping a $200K Service Business Double Revenue
annual fee. Make it small 99 maybe, you know, 199. If people are coming on the platform, do you have to validate them like uh make sure that they're legit to, you know, to be a tutor? not much because I I want to attract as much as possible. So we just to take a look and yeah just so one of the one of the ways you can

[5:30] YouTube https://youtu.be/o0hFkaUX2gA?t=323 || Helping a $200K Service Business Double Revenue
consider this is that uh you can charge them for the whatever the upfront fee is and then if you want you can credit it back in the first couple people but that way again you can get them on the on the membership if you need to soften the offer. Does that make sense? Yes. Okay. So, those are the two pricing

[5:44] YouTube https://youtu.be/o0hFkaUX2gA?t=337 || Helping a $200K Service Business Double Revenue
changes. And then in terms of traffic, it's who do you need to hire or what AI can you start using better to start spinning out more articles that will rank uh for the traffic. I do think though that your business model lends itself really well to ads, just running paid ads. Uh not much because negative ROI. I don't know why

[6:08] YouTube https://youtu.be/o0hFkaUX2gA?t=361 || Helping a $200K Service Business Double Revenue
the payouts. What do you make per student? Uh, normally 200. Mhm. Uh, $38 cap. Okay. I mean, that's five to one. Yeah. And if you doubled it, it'd be 400 with $40. It's 10 to one. And if you had a backend in terms of some membership that you're charging for each of them on an ongoing basis, it's more than that.

[6:33] YouTube https://youtu.be/o0hFkaUX2gA?t=386 || Helping a $200K Service Business Double Revenue
So, why is that bad? Uh, what do you mean? Sorry. So, no, you're good. You're fine. You're good. Uh, why can't like you run ads, you have $38 CAC, why not do a ton more of that? Yeah, I should do more after that. Yeah. Yeah. Yeah. Okay, cool. So, run more ads with the $38 CAC, go from 200 to 400, add in the the annual pricing piece, and

[6:58] YouTube https://youtu.be/o0hFkaUX2gA?t=411 || Helping a $200K Service Business Double Revenue
I think you'll probably be well on your way. Thank you. 100%. Thank you so much. 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

[7:13] YouTube https://youtu.be/o0hFkaUX2gA?t=426 || Helping a $200K Service Business 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 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

[7:27] YouTube https://youtu.be/o0hFkaUX2gA?t=440 || Helping a $200K Service Business Double Revenue
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

[7:41] YouTube https://youtu.be/o0hFkaUX2gA?t=454 || Helping a $200K Service Business Double Revenue
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.

[7:56] YouTube https://youtu.be/o0hFkaUX2gA?t=469 || Helping a $200K Service Business Double Revenue
And if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Why Most Accounting Firms Stay Small
URL: https://youtu.be/o9fYl33Xzuc
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/o9fYl33Xzuc?t=0 || Why Most Accounting Firms Stay Small
Um, so I'm Joel. I have a CPA firm uh based out of Bakersville, California. But during CO, we went virtual. So now we serve all 50 states. Um, I have a lot of constraints. Uh, but I think, you know, my questions would be, you know, how do you prioritize? What's revenue? Revenue is last year was 2.5. This year

[0:20] YouTube https://youtu.be/o9fYl33Xzuc?t=13 || Why Most Accounting Firms Stay Small
is probably going to be about three. Awesome. Uh, margins. Last year 900,000. this year net was was probably going to be about 1.1. Um, awesome. I don't know. That's good. But I mean, you're running 30% margins on a on a I mean, yeah, expensive waiver. Um, so I mean, I guess my question is it's a super reliable business. It's a

[0:42] YouTube https://youtu.be/o9fYl33Xzuc?t=35 || Why Most Accounting Firms Stay Small
valuable business. Like accounting firms get rolled up left and right. There's tons of buyer activity there. Like it's very people don't churn out their accountants. I mean, it's like it's it's very sticky. There's high LTV. The issue with accounting is most of the times um there's no one in there who

[0:57] YouTube https://youtu.be/o9fYl33Xzuc?t=50 || Why Most Accounting Firms Stay Small
knows how to market and sell. That's usually the issue with accounting accounting businesses. It's like all word of mouth and no one knows how to like market. Yeah. And then the other issue is is getting good accountants because there's so much demand, right? For decent accountants. And so, but like

[1:13] YouTube https://youtu.be/o9fYl33Xzuc?t=66 || Why Most Accounting Firms Stay Small
the accounting firms that I know of like all have like anybody who comes here with accounting firm almost always makes money. They're all doing well. Um so there's there's big demand. Yeah, for sure. So, what's the issue? Um, I guess one would be operations. Um, just making sure our clients are satisfied. Like, we

[1:33] YouTube https://youtu.be/o9fYl33Xzuc?t=86 || Why Most Accounting Firms Stay Small
have a short period of time to do all of our work mostly during tax season, right? So, we get clients have certain expectations and getting their tax returns down and we're at capacity, but then, you know, obviously they don't want to pay a premium sometimes. So, I think we need to improve our sales process to

[1:49] YouTube https://youtu.be/o9fYl33Xzuc?t=102 || Why Most Accounting Firms Stay Small
make sure that we can charge a premium to give them that value that they're expecting. So, do you mostly have one time a year customers or No, it's usually we charge quarterly. Okay. Uh for quarterly tax planning. Uh-huh. Is it more businesses or more individuals? Businesses. Oh, great. Okay. Well, that's I mean

[2:06] YouTube https://youtu.be/o9fYl33Xzuc?t=119 || Why Most Accounting Firms Stay Small
even better. Yeah. So, yeah. Our I mean our minimum fee right now is $1,950 a quarter. Okay. Uh what's your annual stick? Annual stick. What do you mean by that? Uh what's your revenue turn uh annually? It's not as good as I'd like it to be. I'd probably say we keep maybe 70%. Okay. You probably want Yeah, you want

[2:24] YouTube https://youtu.be/o9fYl33Xzuc?t=137 || Why Most Accounting Firms Stay Small
to get over 80. I mean, for for accounting firms, like you probably can do a little better. Yeah. So, I think it has to do with just also making sure the clients see the value cuz after we give them like certain tax strategies, they're kind of like, oh, I kind of learned this now. I can find a cheaper accountant sometimes.

[2:38] YouTube https://youtu.be/o9fYl33Xzuc?t=151 || Why Most Accounting Firms Stay Small
So even though there is that stickiness, you know, there especially some business owners will be like, "Oh, well now I kind of saw the value what you guys did last I I I'm not sure I buy that." I think what someone says on the exit versus why they actually cancel aren't necessarily the same thing. Um cuz like I already got the value is

[2:55] YouTube https://youtu.be/o9fYl33Xzuc?t=168 || Why Most Accounting Firms Stay Small
like literally what everyone says when they want to leave anything and it's just cuz like they just want to leave. Um because I mean I what you want is I mean fundamentally from an accountant you want somebody who will get you to pay as few taxes as humanly possible and keep you out of jail. And that's pretty

[3:10] YouTube https://youtu.be/o9fYl33Xzuc?t=183 || Why Most Accounting Firms Stay Small
much that's pretty much the that's the task. Yeah. And um make it as little work for you as humanly possible for that to occur, right? And so I mean just me having been a consumer of many different accounting firms and accountants and employees who were you know who did that stuff for us. Um, I don't I don't buy the like we taught

[3:32] YouTube https://youtu.be/o9fYl33Xzuc?t=205 || Why Most Accounting Firms Stay Small
them the two or three tricks. Yeah. Um, also I bet you a bunch of your business owners aren't even like close to it. Some of them are bigger and like aren't they're just like, "Yeah, just pay the bill. I don't I don't really care. Just make sure it's right." So I would bet that you probably have bad onboarding.

[3:49] YouTube https://youtu.be/o9fYl33Xzuc?t=222 || Why Most Accounting Firms Stay Small
Okay. So basically the expect the basically the delta between what they're sold and then what their experience is in the first handful of days and weeks going into it and then the communication cadence between touch bases. They probably see limited value there. And so I think um I would give you the

[4:05] YouTube https://youtu.be/o9fYl33Xzuc?t=238 || Why Most Accounting Firms Stay Small
same kind of like if I were to like buy 100% of your business tomorrow, I would audit the sales process, the handoff. Like I would bet you there's a massive amount of opportunity there in terms of like how can we take more notes on every customer because the I get pissed off if I feel like I'm talking to somebody they

[4:18] YouTube https://youtu.be/o9fYl33Xzuc?t=251 || Why Most Accounting Firms Stay Small
don't know much about my business and I'm paying them $8,000 a year you to rub my taxes right immediately I'd be like oh yeah you like I know you can't be looking at like I can just do back of napkin brain math of like if you barely know who I am you definitely don't know how to save me money on my taxes

[4:35] YouTube https://youtu.be/o9fYl33Xzuc?t=268 || Why Most Accounting Firms Stay Small
right and we do have an onboarding process but there might be a disconnect between the sales well we already know there's a disconnect cuz you said there was. So this is me, this is me trying to help. So I would go really deep on the onboarding process which is like how can I really tighten this up both in terms

[4:50] YouTube https://youtu.be/o9fYl33Xzuc?t=283 || Why Most Accounting Firms Stay Small
of the personalization of the communication and how can I speed up the number of times you communicate with them because you want frequent communication as long as like it's pushed. So it's not me asking for you know cuz then I hate you, right? if you ask me for stuff, but if it's like, "Hey, uh, just letting you know we

[5:07] YouTube https://youtu.be/o9fYl33Xzuc?t=300 || Why Most Accounting Firms Stay Small
ran this today. This thing is moving forward. Everything's good. Nothing from you. Just keep you in the loop." And then 2 days later, hey, we also ran this thing. Um, XYZ is done and it's moving forward to the next step. I'd be like, "Oh they're doing stuff." And so, like, I tell this to everybody, but no

[5:20] YouTube https://youtu.be/o9fYl33Xzuc?t=313 || Why Most Accounting Firms Stay Small
one does it. And so, this is me telling you, and hopefully you will do it. But like, if you do a hundred things, you want to let them know every time you're doing one of those things on their behalf, and they're like, "Dude, these guys are working for me all the time. Like, this guy works his ass off." And

[5:33] YouTube https://youtu.be/o9fYl33Xzuc?t=326 || Why Most Accounting Firms Stay Small
then someone else is like, "Well, they're doing it for 8,000. I'll do it for six." And they're you're like, "Oh, no. These guys work their asses off for me. Like, I'm sure I'm safe." Like, no one actually knows. It's kind of like when the guy comes to your your house, like, especially the nicer the neighborhood you live in, you know this.

[5:48] YouTube https://youtu.be/o9fYl33Xzuc?t=341 || Why Most Accounting Firms Stay Small
Like, he's like, "I think I could do the lighting for 10 grand." I'm like, "Do you think I got this house because I let people rip me off?" I was like, "Give me the real price." And then it's like, "All right, I can do it for four." You're like, "Great." You know, or whatever. And so the thing is is like no one really knows. They just

[6:03] YouTube https://youtu.be/o9fYl33Xzuc?t=356 || Why Most Accounting Firms Stay Small
they just gut call on the fact that like my communication with this company has been crappy. The expectations are poor. And so if this is my external experience, I'll bet you they're not crossing their tees and dotting their eyes on my taxes. Mhm. That would be my guess, right? And so I think if you get all of the

[6:18] YouTube https://youtu.be/o9fYl33Xzuc?t=371 || Why Most Accounting Firms Stay Small
other stuff tight, they will just guess that your internal stuff's as tight, which I hope it is. Um and I'll bet you that'll keep the stick, honestly. And of course, accountants don't know how to deal with customers. So, I'll bet you probably need to train them again on that communication cadence. So, it's basically way more

[6:33] YouTube https://youtu.be/o9fYl33Xzuc?t=386 || Why Most Accounting Firms Stay Small
personalized, way more frequent uh communication and then probably very tight training on how to have touch point calls with the customers, right? That makes sense. Or clients, whatever. For sure. That would be like the number one thing I would do. I wouldn't even do anything else. I mean, do you think it's scalable, too?

[6:49] YouTube https://youtu.be/o9fYl33Xzuc?t=402 || Why Most Accounting Firms Stay Small
Cuz I mean, my biggest Yes, accounting firms are scalable. EY, KPMG, like, yes, they're scalable. Price Yeah. PWC. And what do you think about those are publicly trading accounting firms? Yes, they're scalable. What do you think about like one of the things you mentioned I think yes yesterday was like you know the size of

[7:07] YouTube https://youtu.be/o9fYl33Xzuc?t=420 || Why Most Accounting Firms Stay Small
the brain the biggest brain is as big as you know so I I'm starting to now hire people that are smarter than me in other areas like uh but when it comes to accounting I'm still like the smartest person. Yeah, there's smarter accountants. I don't say this a slight. I just say like look at the guys that keep like there's

[7:22] YouTube https://youtu.be/o9fYl33Xzuc?t=435 || Why Most Accounting Firms Stay Small
some smart dudes. Yeah. I mean, I kind of want to hire like cuz I'm more of a CEO than I am a tax nerd. Yeah. So, I'd rather hire like Yeah. Go get a tax nerd. Yeah. You go recruit somebody from one of those companies who's like I need somebody who worked at Enron who wasn't a bad guy. You know what I mean? And

[7:38] YouTube https://youtu.be/o9fYl33Xzuc?t=451 || Why Most Accounting Firms Stay Small
figure out like who can do like the real the crazy stuff, who knows the tax, like who reads tax law for fun. Yeah. Like that's who you need cuz there are dudes who do who are like oh curled up on like I know a buddy of mine who literally goes to the pool with the tax law. His kids are in the pool and he's

[7:56] YouTube https://youtu.be/o9fYl33Xzuc?t=469 || Why Most Accounting Firms Stay Small
reading it and I'm like what is wrong with you? He's like I just love this stuff. And I was like I'm glad someone does. You know like and he's like look at this hole. He's like oh I'm going to crush this one. And he's like he's like this is legal. He's like he just like loves it's like for him it's like

[8:09] YouTube https://youtu.be/o9fYl33Xzuc?t=482 || Why Most Accounting Firms Stay Small
treasure hunting. So like you need somebody who's like that. And if that's not you, then you should have somebody who is that way. Yeah, for sure. So, yes, I agree and I think you should do that. I would say step one though, fix all the outside stuff. Step two, go get that guy. Cuz that stuff will make you more money

[8:26] YouTube https://youtu.be/o9fYl33Xzuc?t=499 || Why Most Accounting Firms Stay Small
today with what you already have, then do the other thing, right? So,


VIDEO
TITLE: You Don’t Need a New Business
URL: https://youtu.be/oNG9AXBcJ7M
PRIMARY_TOPIC: scaling
TOPICS: scaling, leads, scaling, niche

[0:00] YouTube https://youtu.be/oNG9AXBcJ7M?t=0 || You Don’t Need a New Business
I sell landscape lighting and exterior lighting basically to homeowners north of half a million dollars for the value of their home. Well done. Seriously, really good. I'm at 3 um 10 revenue 310K um 142 IBIDA. And what's stopping me is I literally make all of that money from that lighting division. Temporary lighting, so holiday lighting.

[0:23] YouTube https://youtu.be/oNG9AXBcJ7M?t=16 || You Don’t Need a New Business
So now I know I need to add on landscape lighting, permanent lighting to be sustainable all year round. Okay. I haven't started advertising for landscape lighting except for the warm outreach that I've done to my temporary lighting customers. So now I need to start working on improvement acquisition

[0:39] YouTube https://youtu.be/oNG9AXBcJ7M?t=32 || You Don’t Need a New Business
channel for new customers and that's what's stopping me. Okay. And it's usually like Christmas lighting type stuff. Yeah. Okay. When you when you spin that up every year, do you just hire a bunch of temps and then you guys put them all up and then you fire everybody kind of thing? Unfortunately, yeah. But we also have a

[0:55] YouTube https://youtu.be/oNG9AXBcJ7M?t=48 || You Don’t Need a New Business
washing side. I talked to Ed about that. We we might kill that. Okay. So, I didn't really want to get into the weeds of that, but I keep a couple on that do washing with me. Washing, exterior cleaning, concrete, house washing, gutter cleaning. That's actually a pretty decent business. Side note, but um Okay,

[1:11] YouTube https://youtu.be/oNG9AXBcJ7M?t=64 || You Don’t Need a New Business
thanks. You're like, I'm selling water, you know, like not a bad not a bad gig. Um Okay, but you prefer the lighting business because it has higher margins and Okay, so two potential ways to think about this. So one way is you look at the Halloween store which you probably heard of and they you know they run for 90

[1:29] YouTube https://youtu.be/oNG9AXBcJ7M?t=82 || You Don’t Need a New Business
days or two months whatever it is leading into Halloween and they every year just do more and more of it and that's the model and he just sticks to that and he just takes off the rest of the year and so then the question becomes how do I continue to gain access to a scalable workforce that is that I

[1:44] YouTube https://youtu.be/oNG9AXBcJ7M?t=97 || You Don’t Need a New Business
can basically turn on overnight and train up in a weekend to do all you know basically to deliver all these services. So that is not an unattractive business to be clear. I mean a lot of people would love to own a business that they only have to work 90 days a year uh and they just I don't want to say chill but

[2:00] YouTube https://youtu.be/oNG9AXBcJ7M?t=113 || You Don’t Need a New Business
like kind of right. And so, uh, the other nine months of the year for that business would be you building out the the inroads and laying in all of the basically building out the rapid work infrastructure so that when people come in, it's just like boom, this is the training or like boom, we we send our

[2:17] YouTube https://youtu.be/oNG9AXBcJ7M?t=130 || You Don’t Need a New Business
messages out, you guys have 14 days to respond and you know that every year you get verbal commitments around the year from 100 people and you know that that translates into 20 people who are actually proficient in work and so then you just work your your basically work backwards from the model. Does that make

[2:30] YouTube https://youtu.be/oNG9AXBcJ7M?t=143 || You Don’t Need a New Business
sense? Yes. So that's the Halloween store path, which I don't think is necessarily a bad path. Like when I have something you're like, "Okay, I'm making 310 on 500." I'm like, "Cool. Let's do like 5 million and make three million. Like that sounds chill." Yeah. Right. Rather than like, "How do I start

[2:42] YouTube https://youtu.be/oNG9AXBcJ7M?t=155 || You Don’t Need a New Business
another business to like give my people something to do in the meantime?" So if I'm you, I would probably try and say like, and Leila has a great frame on this, which is when I'm when we're looking at two business decisions, there's always problems on either side. And so we ask the question, which problem would we rather solve? or

[2:59] YouTube https://youtu.be/oNG9AXBcJ7M?t=172 || You Don’t Need a New Business
which problem do we feel like we're more equipped or more likely to solve given our current resources, skill sets, etc. And so if we're looking at this path, path one would be like, do I believe it's within my skill set to build the network nine months a year and build the training out so that when people when I

[3:15] YouTube https://youtu.be/oNG9AXBcJ7M?t=188 || You Don’t Need a New Business
send the the mass blast out like we're about to go into high season uh ready to rock and roll, I can get this percentage of people and I can get them trained up in a weekend and then we're off and running. Do I want to solve that problem or do I want to build out basically the ascension path from temporary lighting

[3:33] YouTube https://youtu.be/oNG9AXBcJ7M?t=206 || You Don’t Need a New Business
to permanent lighting and kind of build that whole other business? Okay. The way I asked the question seemed one-sided, but like that's that's a that's a it's a real question. Yeah. No, it's it's a real question cuz I could spend nine months doing that, but I'm not going to lie, I think I may just get like a little bored, you know,

[3:49] YouTube https://youtu.be/oNG9AXBcJ7M?t=222 || You Don’t Need a New Business
through the rest of the nine months. Yeah. Get a dog, you know. Uh Well, one of the things you can do and like, okay, so okay, so I define patience as figuring out what to do in the meantime, right? So, we have to figure out something for you to do in the meantime. And so, the question is, what can I do

[4:06] YouTube https://youtu.be/oNG9AXBcJ7M?t=239 || You Don’t Need a New Business
in the meantime that could make my core business money during that high season? Yeah. Well, I could probably pre-sell that season all year. So, I did do pre-sales basically last month. Um, we do our pre-sale just, you know, get cash flow. And just real quick side tangent, basically I went to a permanent lighting training end of last

[4:24] YouTube https://youtu.be/oNG9AXBcJ7M?t=257 || You Don’t Need a New Business
month. Cool. They actually said you can lease that permanent lighting essentially, you know, year round lighting if for all y'all that don't really know. You're Yeah, year round uh lighting, but basically, you know, have that just recurring every single year. So, they're leasing it basically and then if they

[4:42] YouTube https://youtu.be/oNG9AXBcJ7M?t=275 || You Don’t Need a New Business
want, they could buy it out. So, I was thinking about upselling those customers. We have one year, three or five year contracts and then upselling the people that are on those contracts for just year- round lighting and say, "Hey, do you want this thing all year?" And it's not going to cost you the 6 to

[4:56] YouTube https://youtu.be/oNG9AXBcJ7M?t=289 || You Don’t Need a New Business
10k if you don't want to pay that upfront. Of course, we'd like that. But then offer that same exact price every single year. I don't think it's a bad model. Which one would you rather do? I think both will work. Honestly, I'm leaning towards just figuring out the landscape lighting because I don't think it's that hard.

[5:15] YouTube https://youtu.be/oNG9AXBcJ7M?t=308 || You Don’t Need a New Business
Okay. Great margins to add on to the business in my long-term play. Yeah. Of making this scalable potentially to other markets. I would like a full year round business instead of just seasonal. So, I'll say this. It's not that it's not a year- round business in the first. This is me trying to convince you of

[5:31] YouTube https://youtu.be/oNG9AXBcJ7M?t=324 || You Don’t Need a New Business
this is kind of for everybody else, too. Um, it's not that it's not a year- round business. It's just that you do delivery for 90 days. You're right. The fact that you're not working the other nine months is the problem. You're right. Because could we take 500k and make it 5 million if you worked the other 75% of

[5:47] YouTube https://youtu.be/oNG9AXBcJ7M?t=340 || You Don’t Need a New Business
the year? Yeah. Rather than kind of like creating this other business to keep yourself busy. Okay. Like that's how I think about it. Like you're like, man, if I work I work a little bit, I make I make 500 I make 300 grand in a quarter. I'm like work a lot of it and maybe make 1.2 million in the next year. That's with zero

[6:05] YouTube https://youtu.be/oNG9AXBcJ7M?t=358 || You Don’t Need a New Business
changes in like current capacity. Yeah. And honestly, you answered my question. If Sammy's in the room, really sorry. I tried to ask her a question. She's like, I need literally 98 other data points, but you figured it out. Because that's literally the problem I run into is like I had to pull all my advertising, all

[6:22] YouTube https://youtu.be/oNG9AXBcJ7M?t=375 || You Don’t Need a New Business
that stuff last season because I hired on all these people. Yeah. Half the people don't know what they're doing all the way. There's no time to train. So, yeah, that makes a lot of sense. What'll happen? What would happen next is like if you went the other path of if you decide to do the the temporary leasing

[6:36] YouTube https://youtu.be/oNG9AXBcJ7M?t=389 || You Don’t Need a New Business
thing, um the demand that you'll be able to generate for temporary lighting will still exceed your capacity with your existing workforce on the recurring work. So you're going to have the problem either way. Yeah. So which problem would you rather have? Okay, that's a U problem. Business-wise, either model works. I would recommend

[6:55] YouTube https://youtu.be/oNG9AXBcJ7M?t=408 || You Don’t Need a New Business
not doing both. Yeah. Okay, cool. Thank you. Yeah, you bet. 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 scaling road map, which is basically 200 hours of us looking over all the portfolio

[7:12] YouTube https://youtu.be/oNG9AXBcJ7M?t=425 || You Don’t Need a New Business
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

[7:25] YouTube https://youtu.be/oNG9AXBcJ7M?t=438 || You Don’t Need a New Business
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

[7:39] YouTube https://youtu.be/oNG9AXBcJ7M?t=452 || You Don’t Need a New 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 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

[7:54] YouTube https://youtu.be/oNG9AXBcJ7M?t=467 || You Don’t Need a New Business
help, and if we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: Why Your Ads Stop Scaling
URL: https://youtu.be/oSPFHI0M1_k
PRIMARY_TOPIC: scaling
TOPICS: scaling, ads, scaling, content

[0:00] YouTube https://youtu.be/oSPFHI0M1_k?t=0 || Why Your Ads Stop Scaling
I'm 21 years old and me and my wife are currently running a VSSL funnel. Yeah. Selling a subscription program on the love relationship niche. Okay. And it's generating around like 600,000 per month in revenue. Super cool. With a three to one ratio. Great. And our goal is to make a million dollar per month.

[0:20] YouTube https://youtu.be/oSPFHI0M1_k?t=13 || Why Your Ads Stop Scaling
Sure. However, we are only use Facebook ads and the revenue tends to fluctuate a lot on a daily basis. Yeah. And when we put a lot of money on the CPA goes up like a lot. So my question is on three key points. The first how would you solve this to make like the result as consistent as possible? Second how can we scale from

[0:45] YouTube https://youtu.be/oSPFHI0M1_k?t=38 || Why Your Ads Stop Scaling
the 500k 600k to 1 million per month. And third, what is the difference in the mindset between someone who makes a million dollar per month versus someone who makes a 500k? So rather I'm going to put a pin in the mindset thing for a second. Um, so big thing number one is that most people underestimate, wildly underestimate how

[1:14] YouTube https://youtu.be/oSPFHI0M1_k?t=67 || Why Your Ads Stop Scaling
much more creative and how how much better the creative needs to be to continue to scale. And so where's my Old Spice? Right. The the level of so that that ad campaign. So he made the Old Spice ad, which is like one of the legendary ads of all time. Um that ad was so good that it converted everyone.

[1:33] YouTube https://youtu.be/oSPFHI0M1_k?t=86 || Why Your Ads Stop Scaling
And so I just see it as very much you have the levels of awareness. Uh Eugene Schwarz talks about this in breakthrough advertising in terms of what types of hooks you're using. And so at the at the highest level, you have unaware people, then you have problem aware, you have solution aware, you have product aware,

[1:47] YouTube https://youtu.be/oSPFHI0M1_k?t=100 || Why Your Ads Stop Scaling
and then you have most aware, which is typically your your your most recent customers, right? And so when we think about scaling ads, we write hooks to those different audiences. And so if you run an where's my uh so you guys do your uh reactivation campaign to uh home services. So you just go to most aware

[2:06] YouTube https://youtu.be/oSPFHI0M1_k?t=119 || Why Your Ads Stop Scaling
people and you just make them an offer. So they don't have to educate them on what home services are. They don't need to explain why it increases the value of a house. They just make an offer, period. And that's their advertising. But the issue there is that that doesn't work at all for anyone who doesn't

[2:21] YouTube https://youtu.be/oSPFHI0M1_k?t=134 || Why Your Ads Stop Scaling
already know who this person is. And so that's the kind of equal opposite extremes where on this level there's just a hilarious ad. And when you're doing at the top level, it's based on curiosity and entertainment. a level below that when you're uh when you're at pain based. If you've ever seen the ads

[2:36] YouTube https://youtu.be/oSPFHI0M1_k?t=149 || Why Your Ads Stop Scaling
that are like, "Do you have trouble sleeping at night? Do you pee six times a day?" You know, whatever, right? Like whatever the thing is is that they that hook could lead you to ashwagandha route. It could also lead you to a sleep program. It could also lead you to orthotics. Like it's so broad, but it

[2:53] YouTube https://youtu.be/oSPFHI0M1_k?t=166 || Why Your Ads Stop Scaling
starts with the pain. Now, solution aware is what you might not have known about ashwagandha compared to compared to these orthotics is that Ashwagandha blah blah blah. So now you're comparing things, right? And so you the hooks are based on the audience that you're going after and the quality of the creative itself.

[3:10] YouTube https://youtu.be/oSPFHI0M1_k?t=183 || Why Your Ads Stop Scaling
So those would be the two variables which typically most people need to make significantly more creative to expand your ads. So like many people here who run ads have this artificial limit that you guys have hit. Who here has run ads and is like I'm good up to here and then after that I can't. Right?

[3:25] YouTube https://youtu.be/oSPFHI0M1_k?t=198 || Why Your Ads Stop Scaling
The difference between here and here is just the quality of creative. Number two, CRO. So, conversion rate optimization. And so, you have a VSSL funnel. This is what I would test in order. The first two things is I would test, you probably already tested the headline on the on the VSSL funnel a bunch, but have you tested the first

[3:44] YouTube https://youtu.be/oSPFHI0M1_k?t=217 || Why Your Ads Stop Scaling
five minutes of the VSSL? It will give you one of the biggest lifts in conversion rate is basically just slice out the first five minutes, reintroduce it tighter, package it, put some more proof up front, make sure they know they're in the right place, and run two, three, four, five variants. you will be able to see 20% 30% lifts to uh

[4:04] YouTube https://youtu.be/oSPFHI0M1_k?t=237 || Why Your Ads Stop Scaling
cost to acquire or decreases rather um in CAC just from running the actual VSSL uh slicing out the front end and then testing the intra um the last piece is that you're in a bidding war and so these things these first two things will get you lower CAC that's what this is right better creative CRO that lowers

[4:25] YouTube https://youtu.be/oSPFHI0M1_k?t=258 || Why Your Ads Stop Scaling
the cost to acquire customers the other one the back end is increasing how much you can spend Right. And so, do you have a backend for the VSSL that you have? You do. I have two upsells. One is 97 and the other one is 67. Yeah. It's a phone team though. You You're doing low ticket upsells. You need a high ticket upsell.

[4:45] YouTube https://youtu.be/oSPFHI0M1_k?t=278 || Why Your Ads Stop Scaling
Okay. Yeah. You need like a $5,000 $10,000 thing. And so, the big difference between people like who can get, you know, and the and the number of 600k versus a million doesn't really matter. it's more about uh just more fundamentally. So whenever you add phones, you always can get a double or triple in terms of LTV.

[5:08] YouTube https://youtu.be/oSPFHI0M1_k?t=301 || Why Your Ads Stop Scaling
And so it's just like when do you pull that lever? And so you got to here on 600,000, you might be able to get to 2 million a month just from doing these three things. If you were 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

[5:22] YouTube https://youtu.be/oSPFHI0M1_k?t=315 || Why Your Ads Stop Scaling
$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

[5:36] YouTube https://youtu.be/oSPFHI0M1_k?t=329 || Why Your Ads Stop Scaling
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,

[5:49] YouTube https://youtu.be/oSPFHI0M1_k?t=342 || Why Your Ads Stop Scaling
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

[6:03] YouTube https://youtu.be/oSPFHI0M1_k?t=356 || Why Your Ads Stop Scaling
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 I Scaled My Sales Team [Compensation, Recruiting & Training]
URL: https://youtu.be/okA9Yt2KZuk
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, closing, scaling, cold-outreach

[0:00] YouTube https://youtu.be/okA9Yt2KZuk?t=0 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
i own a portfolio of companies that does 85 million a year and i was recently invited to taki moore's masterminded keynote for his eight figure and up group and it was a really fun discussion and presentation that i was able to give i was very humbled to have been invited and we talked about two main things that those business owners wanted to know so if you're not at that level this may not be for you but we talked about two

[0:18] YouTube https://youtu.be/okA9Yt2KZuk?t=11 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
things the first was how to scale a high performance sales team so among our portfolio companies i think the biggest team we have in those companies is a 26 person sales team so we know what it looks like to recruit hire manage incentivize and drive high performance sales we've done that before with

[0:30] YouTube https://youtu.be/okA9Yt2KZuk?t=23 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
inbound and outbound sales meaning cold calls versus taking you know phone funnel type type inbound leads through applications so we've done both of those and the other was more high level so the conversation is kind of split into two pieces one is focused very very sales focused and the second is focused on what i would consider high-level observations of entrepreneurship of things that we've learned lessons

[0:48] YouTube https://youtu.be/okA9Yt2KZuk?t=41 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
beliefs that have served us well um in creating the portfolio company that we have so uh if you don't know who i am i'm alex mozy i own acquisition.com i hope you enjoyed the video uh so this is alex and layla power team uh they run a portfolio of companies uh probably many of you guys know them from their gym launch days and times uh team what i'd

[1:07] YouTube https://youtu.be/okA9Yt2KZuk?t=60 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
love to chat with you about is scaling legion with um with outbound uh and then uh let's talk about uh scaling and exiting dude can we talk about outbound because a while ago like when we first met you were like the king of the ads right yeah and then you then you weren't and the ads kind of disappeared and i

[1:25] YouTube https://youtu.be/okA9Yt2KZuk?t=78 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
want to know kind of what i don't want too many people to know that though are we allowed to know that or you don't no no no no we're we're cool everybody here we're under a friendly a that's my understanding right friendy a yes 100 for india if you're cool with that can you type friend da into the chat it

[1:42] YouTube https://youtu.be/okA9Yt2KZuk?t=95 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
means everybody's officially signed so um i think i think it would it would serve everyone to do a little bit of backstory in terms of why like why would you even start something like this right because you're like i'm already killing it on facebook and going on tick-tock i've got youtube guides going et cetera i will say that i'll tell you why i started which will

[1:59] YouTube https://youtu.be/okA9Yt2KZuk?t=112 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
probably lead into the second half of this story which is what um i i told taki was like i want you to talk about this and i was like i really want to talk about this and he was like okay well how about we talk about my thing first and then we start with your thing yeah so um uh two years ago legal and i uh you know we were we were you know the we at that

[2:16] YouTube https://youtu.be/okA9Yt2KZuk?t=129 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
time only had two businesses we had gym launching prestige labs one is the supplement company one is a gym licensing company and the company at that time was doing about a million a week and we just finished our best month ever and we're walking outside and she looks at me and she's like i don't do this anymore she's like let's shut it down and i was like

[2:33] YouTube https://youtu.be/okA9Yt2KZuk?t=146 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
well uh okay uh maybe um let's you know let's see if we can get anything for this right so i just immediately was like i just agreed i was cool i was in tons of pain as an entrepreneur just you know doing all the things and um anyways i called up a friend of mine who was in space and he was an investment banker he had sold similar companies and i was like hey these are our numbers like what do you think we can get for

[2:57] YouTube https://youtu.be/okA9Yt2KZuk?t=170 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
this and he was like holy he's like you get like 250 million if you just finish the next 12 months at this rate and i was like 250 million with an m he was like yeah you did 17 million profit your second year like yes i can yes we could do that so look at later i was like well you got 12 months in and she was like i got 12 months for 250. i was like okay

[3:22] YouTube https://youtu.be/okA9Yt2KZuk?t=195 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
let's do this right and so that began what became a two and a half year journey um that eventually uh resolved in us selling the business and so i want to walk through kind of that process and the first year of that was us realizing that we didn't actually have a business we had a big guru brand right um at the end of the day i was at the events i was the one who made the products i was the one who did the coaching calls every week

[3:47] YouTube https://youtu.be/okA9Yt2KZuk?t=220 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
probably something that some in a similar spot that some of you guys are in and so um the the biggest kind of weakness was that i was inextricably linked with the brains that was number one number two and this is what i'm going to focus on first and this i'll hopefully tie both these stories together is that we were we were channel dependent all

[4:04] YouTube https://youtu.be/okA9Yt2KZuk?t=237 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
right and so we were selling uh gym owners right so business owners so we're not in like the online fitness space we're hardcore brick and mortar the i talked to a couple of bankers a couple private equity firms people that i knew through the network asked them for people and i was like what do you see as the weaknesses in our business like how can we make this better and the two big the three big things they said

[4:21] YouTube https://youtu.be/okA9Yt2KZuk?t=254 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
were churn uh in terms of how long customers stayed they said my name being the brand and the fact that we were channel depend on instagram and facebook and that was it and that was 100 of our of our sales sales point and so we kind of set out to to fix that and so um i'll just talk about outbound since that

[4:40] YouTube https://youtu.be/okA9Yt2KZuk?t=273 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
was the channel that we chose to be our next thing and it was because i could never get youtube to work in my niche um you know if you're a little more mass i think it's maybe i'm a it's very possible but i couldn't get it to work um we have seen tiktok working as a side note but for today we'll talk about outbound so the outbound process takes significantly

[4:59] YouTube https://youtu.be/okA9Yt2KZuk?t=292 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
longer than most people expect that being said it's part of the reason that private equity and potential acquirers will value it is because it is this sturdy machine because if tomorrow facebook ads shut me down it doesn't matter because if i literally have a phone we can make money like a phone which is crazy like the concept is still foreign to me and so

[5:24] YouTube https://youtu.be/okA9Yt2KZuk?t=317 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
i want to tell you the sales numbers so that you can have perspective in terms of how long this took so the first month we made one sale the second month we made two sales the third month we made four sales i like whether the and mind you this is months so you're like 90 days in at this point you're like we've been putting effort towards this etcetera right and so one of the key

[5:45] YouTube https://youtu.be/okA9Yt2KZuk?t=338 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
differences to note with manual outbound whether you're doing cold calls cold emails cold text whatever it doesn't matter which like the primary way of doing it we do a combo and i'll get to that in a second um is that every aspect of the funnel that we do digitally is the same except it's purely manual so you have human variables

[6:03] YouTube https://youtu.be/okA9Yt2KZuk?t=356 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
that contribute to every step in the pipeline right so we did two we did four uh the next month we did uh i think it was six or eight uh and then we jumped to uh 12 and then we jump to 16 and then we jump to and you'll notice that this isn't uh quadratic so it's not exponential what you will see there is that it's more

[6:27] YouTube https://youtu.be/okA9Yt2KZuk?t=380 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
linear in nature it's because we continue to add so our price point is between right now 20 000 is the cheapest thing we sell which is a great point bill so thank you for bringing this up if you want to do outbound your ticket has to be at least 15 000. like the the the uni economics don't really work i guess they do i just prefer to have lots of margins but in theory it should be 15 times a 15k or

[6:52] YouTube https://youtu.be/okA9Yt2KZuk?t=405 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
more right and so for us our lcv is 40 000 at current right now it's gone up but when we started this the ltd was 40k because i started this in corona for brick and mortar jibs because we're brilliant right so if you continue this thing out um it took so we're now we passed we're at month 14 from when we started and now uh 14 months in uh it does about

[7:18] YouTube https://youtu.be/okA9Yt2KZuk?t=431 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
45 sales a month which for us is roughly 60 of our sales volume so we we we hit the halfway point and now we're a little more than half um in that industry yeah it's probably better than me pretending to draw i'll get to my drawing thing in a second or you'll be able to do it better so i i wanted to set this as a precedent

[7:36] YouTube https://youtu.be/okA9Yt2KZuk?t=449 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
because i had two different times where my leaders came to me and were like dude should continue to do this and i just remember looking at them and i was like this is why no one will remember your name um i'm kidding i didn't actually say that um but but i was like guys as long as we are seeing progress through the funnel we have to continue because the end goal is i

[7:54] YouTube https://youtu.be/okA9Yt2KZuk?t=467 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
either have to own this thing for the rest of my life which is okay or and i need to do it without it being dependent on a single channel which i should do as an owner regardless and that'll feed into the second part of the story or or we'll never will never be able to get out of this or or exit it either way because you have to exit right every you

[8:12] YouTube https://youtu.be/okA9Yt2KZuk?t=485 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
know we have to sell and we're either selling it from our old self to our new self we're selling it from our old selves to a new acquirer but either way we have to get out of it um the channel dependency at a certain point if you're below 10 million i don't think you need to worry about this but once you're you

[8:25] YouTube https://youtu.be/okA9Yt2KZuk?t=498 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
know once you're at 10 million i think adding the second channel is important in terms of the uh tactics around this understanding the organizational chart which creates the sale and the actual process of the sale is kind of where we should start so there are three different roles in our sales system all right the first

[8:44] YouTube https://youtu.be/okA9Yt2KZuk?t=517 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
is we have we you know different there's sdr bdr the whole point is that it's the cult it's the first touch point it's the outbound person sdrs and bdrs i think we call them what do we call them little bdrs i remember whatever yeah yeah i think we call them bdrs so and this is an important point for everyone it's good that you leave this

[9:04] YouTube https://youtu.be/okA9Yt2KZuk?t=537 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
this three the three lines because this is cool because there's going to be more detail in each of them so we've got bdrs as level one level two we've got sds which is sales development specialist these guys qualify the leads and provide the value that the original person was promising the third person is what we call bc so

[9:24] YouTube https://youtu.be/okA9Yt2KZuk?t=557 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
business consultants and these are the closers right we technically have a fourth for we have another team that does all of our ascensions um that sells the the 40k product but this is uh and it looks like a christmas tree if you were to look at the org chart like this right you got the base of bdrs who feed half as many uh sds you then feed half as many uh bcs

[9:48] YouTube https://youtu.be/okA9Yt2KZuk?t=581 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
in this model if you replace a bdr mentally with what an advertisement used to do that's exactly how this functions the exception to this process compared to your uh uh inbound efforts are there's usually one additional call typically so what we do is that you we scrape lists off of google we have vas in the

[10:12] YouTube https://youtu.be/okA9Yt2KZuk?t=605 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
philippines enrich the data which just means that they make sure that these are real real gym owners that have actual facilities and these numbers work and these emails are verified um the actual like what software they use i honestly have no idea because the person who manages that team is too substantive for me but that's what they do

[10:29] YouTube https://youtu.be/okA9Yt2KZuk?t=622 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
from there bdr team calls this list through phone murder so phone burner is the tool we use we really like it it's it's been exceptional i highly recommend it those bdrs are required to make 100 calls a day the way that we structure this is that they get four hours to work per day all right and we purposely set it up that way so that we can have good sales people who want to who want a moonlight

[10:56] YouTube https://youtu.be/okA9Yt2KZuk?t=649 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
so they've got extra hours and they do call blocks the other reason is because the sales manager that i hired to build this entire team his experience was that people cannot be productive for eight hours straight cold calling he said if you give him eight hours of pay he's like they'll do five and a half hours of calls he's like so

[11:12] YouTube https://youtu.be/okA9Yt2KZuk?t=665 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you might as well do four hours of pay and get three and a half and so that was an efficiency thing they are still expected to make 100 calls a day from those hundred calls they are expected to have two appointments that show now we have been doing this a long time now and each of these steps took like each one of the things that i just mentioned probably took two to four

[11:31] YouTube https://youtu.be/okA9Yt2KZuk?t=684 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
weeks to figure out where do we scrape the data how do we how do we enrich it because we're calling all these bad numbers right now that we're getting people to uh pick up which by the way phone burner wraps it with a local area code if you don't have that feature there's no point in using it like you need to wrap in a little

[11:47] YouTube https://youtu.be/okA9Yt2KZuk?t=700 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
gear code or your picker braids can be all right so from there you'll get your 100 dials you'll get 20 to pick up so it's 120 from the 20 we will have two who schedule and show i only know the two because that's the only thing we compensate them on all right and so the expectation is that they get two in the beginning it'll be one yes

[12:07] YouTube https://youtu.be/okA9Yt2KZuk?t=720 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
all right uh 100 to 20 to two what's the uh dumb question what's the 20 what's the two 20 is 20 uh pickups so 100 dials 20 pick up hello of the 20 to pick up we get one to two uh to to show uh and that's to show for the sds yep exactly now this is a good thing for you guys too is that every once in a while you'll get you'll get a savage and you'll know because they'll set five of them because if you

[12:36] YouTube https://youtu.be/okA9Yt2KZuk?t=749 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
guys picked up the phone and do it you could set five points if someone picked up you could probably set it up right but somebody who's newer the nice thing with the bdrs is it takes two days to ramp them up it's not a hard position to teach yes here's the list here's the phone say these words the phone calls are like five to ten minutes like they're not hard to train and if you have a big repertoire of existing calls

[12:55] YouTube https://youtu.be/okA9Yt2KZuk?t=768 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
which you will uh it's easy to just have them listen to those so uh can we can i be a gym for a second yeah oh i've never done the calls i have no idea do you have a rough idea what they say what it's about so our our whole pitch is basically like hey we've been calling some gyms in the area um they've been struggling with xyz you know biggest concern one two and three and so what we're doing is like if gyms

[13:18] YouTube https://youtu.be/okA9Yt2KZuk?t=791 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
don't exist our company doesn't exist and so we'd like to just give you some of the stuff that's working well for them is that okay this is from our private client thing which normally we charge for but we just want to help jim's out cool okay so what i'll do is i'll set you up with an appointment uh with sean tomorrow and he'll run through each of these systems for your gym

[13:35] YouTube https://youtu.be/okA9Yt2KZuk?t=808 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
uh so that you can insert dream outcome that you want which is get more leads make more sales charge more for it yeah awesome okay that's super helpful yeah right right and the bdrs will typically uh if they're good they'll look up the gym before they make the call um and so they can be like hey saw that you posted that

[13:53] YouTube https://youtu.be/okA9Yt2KZuk?t=826 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
thing yeah i'm calling you know from gymlodge don't worry like just want to help you guys out we're talking a lot of gyms in the area like tonality matters right like that's the stuff that the manager will teach them um but it's like this is a good well play for us it's like we just wanna help you out we're gonna give you some stuff no no strings attached they say cool and then they show up for the sds right now

[14:13] YouTube https://youtu.be/okA9Yt2KZuk?t=846 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
getting getting them to show for the sds it's like you got to get them to show sooner we need to make sure that the thing that you were giving them they truly perceive is valuable and this is probably one of the biggest things that i can that i can if i can this one took us longer to figure out is and i don't think like lead magnets and stuff like that

[14:30] YouTube https://youtu.be/okA9Yt2KZuk?t=863 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
is valuable like it's got to be like it has to be something that people really want in your space so even if it's something that's unscalable do it unscalable and then figure out a system to scale it once you get the um once you get the flow going right because in the beginning you're gonna have one or two callers it's not going to be a ton of volume i promise you um

[14:49] YouTube https://youtu.be/okA9Yt2KZuk?t=882 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and then you'll you'll be able to figure out what's the thing that gets them to show up that they really want right can you get on i mean back in the day seo is sorry yes sorry dude can you give us an example of what a valuable not lead magnet useful thing might be i think we walk them through uh how to set up their sales room and the scripting that they use that that we get

[15:08] YouTube https://youtu.be/okA9Yt2KZuk?t=901 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you know double the amount of people who sign up or whatever so it's a really valuable thing right and then it's like yeah you'll walk him through he can show you around blah blah blah blah and then amazing yeah the cool thing and they can sell the benefits like if you had twice as many people signed up and nothing else changed in your life would that be cool cool all right he's going to show you how we do it because

[15:25] YouTube https://youtu.be/okA9Yt2KZuk?t=918 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
this is what the top one percentage you're doing we should help you out okay loving the script we just want to help you out high valuable thing old school telemarketing rob nixon you love this sharon says stud so once we uh once we get them to the sds the sds's full requirement um is that they provide value crazy as i know is that you actually deliver the thing that they think is really cool now

[15:50] YouTube https://youtu.be/okA9Yt2KZuk?t=943 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
here's the key point is that we want to show expertise so the sds for us almost exclusively is ex-clients now we may be in a situation where you know our clients are able to do that like you have to show some domain expertise especially around this thing and the idea is if we can show a couple of like really in-depth nuggets that are like i didn't think about that while they're going through the process they're like these guys know what

[16:13] YouTube https://youtu.be/okA9Yt2KZuk?t=966 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
they're talking about and so what happens is we we terminate the uh the the value delivery and we purposely leave about 15 minutes at the end you know of dead time that we would transition to getting them set up on another call how long is this call i think it's 45. so it's 30 to do the thing 15 to set the next uh deal perfect the the sds is like hey you know

[16:37] YouTube https://youtu.be/okA9Yt2KZuk?t=990 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
i couldn't can i can i switch hats for a second i know i'm just here to help you out but and we purposely make that to change the the frame right we're trying to make a little little frame shift which is like i couldn't help it here when you were saying some of these things i couldn't like this this stood out to me this stood out to me this have you thought

[16:53] YouTube https://youtu.be/okA9Yt2KZuk?t=1006 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
about these things because honestly i just showed you this little thing but that's like one percent of actually the amount of juice you could squeeze at your gym because like if we just did the thing that we just talked about you double your business but but like what about orders of magnitude what we can get to like 5x the business because right now you're running 10 margins and if we can get you

[17:10] YouTube https://youtu.be/okA9Yt2KZuk?t=1023 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
to 35 we just three and a half extra take home income only by changing the way you price would that be valuable okay cool so do you know what we do because at this point we haven't talked about us at all so think about it first call all about them value second call providing value second half of that call

[17:27] YouTube https://youtu.be/okA9Yt2KZuk?t=1040 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
couldn't help without xyz i don't normally do this blah blah do you know what we actually do and they're like no i was like oh shoot i i feel so stupid yeah so we literally help people just like you fix the thing that you just said you want with the thing you know by overcoming your biggest insecurity

[17:44] YouTube https://youtu.be/okA9Yt2KZuk?t=1057 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and fear and they're like oh my god that's awesome it's like you know we actually do this 100 gyms a month like we can we can walk like this is our bread and butter i didn't know you actually needed this i just wanted to provide this for you to help you out oh wow well okay let me see here hold on let me check with one of the one of our guys you got

[18:02] YouTube https://youtu.be/okA9Yt2KZuk?t=1075 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
15 minutes okay cool we're good um you're a business owner why don't we see if we can um uh set this up for you right now right let's be efficient with your time hold on one second so then we call the closer yeah we call the closer live and then they have a dialogue that's scripted but it's speakerphone yeah the person who's on zoom right now doesn't know that this

[18:23] YouTube https://youtu.be/okA9Yt2KZuk?t=1096 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
conversation is scripted but they can hear both sides and this guy's like dude i'm super busy i got so many gyms i got to talk to um i got a hard stop and 15. i can maybe hop on um okay no this guy's really awesome he's he's a qualified gym no he's legit he's big enough for us okay okay you got to make sure he's the right size and that he's got the that he understands what we do oh yeah no no it's all good

[18:43] YouTube https://youtu.be/okA9Yt2KZuk?t=1116 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
right okay cool then i got i can hop on for 15 minutes guy hops into the zoom makes the introduction and the goal here is not to sell them the goal is just to connect them and build rapport that's all it is because we could not get the s and this took us like two months to figure out we could not get the sds to show for the close calls like those the qualified appointments we couldn't get them they

[19:06] YouTube https://youtu.be/okA9Yt2KZuk?t=1139 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
would set it but they wouldn't show up and so we tried doing three-way text we tried like we tried a bunch of things but if you do the face-to-face where they hop on the call then they're like yeah perfect well i gotta go in five but i've got you down for tomorrow four we're good to go and rock and roll right and just to be clear like this is no longer us giving

[19:26] YouTube https://youtu.be/okA9Yt2KZuk?t=1159 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you thing i'm going to explain how our services work our pricing and see if it's a good fit right and so they clearly set the expectation that this is a sales call and that i will be trying to close it and we're very clear about that yeah and it's cool because we just had two calls we provided value at this point we transition they show up the next day and it's and it's just like

[19:43] YouTube https://youtu.be/okA9Yt2KZuk?t=1176 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
your inbound closing dude so here's the advantage to this there's so much more so here's the advantage to this model so four callers sorry sorry uh uh if you're looking at appointments right yep for us we close uh 10 of of scheduled sds so if there's two of these right two of those we close ten percent of those of showed uh set calls we closed ten percent

[20:14] YouTube https://youtu.be/okA9Yt2KZuk?t=1207 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
so we closed point two uh in that example right yeah exactly and so for us the cost uh to acquire a customer from an advertising i'll use cold calling as the advertising here is they get they get uh they get 50 bucks for every show so it's 500 right so it's 500 bucks in in bdrs per close which for a 40 000 ltv is pretty cool and so that works out pretty well for us

[20:46] YouTube https://youtu.be/okA9Yt2KZuk?t=1239 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and so the beautiful part about this model is that it takes so the downsides are the upsides with this it takes a long time to build and it's and it also is impossible to break yes and i can tell you i sleep so much better as a business owner knowing that no matter what happens tomorrow we're going to close deals

[21:04] YouTube https://youtu.be/okA9Yt2KZuk?t=1257 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
so this is the part that i think everyone needs to uh if you want to scroll up on this is the this is the the more genius you'll need a fresh page so i got you so this is a key point that is sexy as all right um who here would love to have a sales team system a farm for building sales people so we so my ceo uh was an ex-pro baseball player so we used the pro baseball

[21:33] YouTube https://youtu.be/okA9Yt2KZuk?t=1286 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
player analogy a lot so right there in front of you you've and we even used that we even used the terms right so we've got double a we've got aaa and we've got the bigs right and so double a is the bdrs uh aaa is the sds's and then the biggs is like the big leagues right and so the key point here and this is

[21:52] YouTube https://youtu.be/okA9Yt2KZuk?t=1305 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
like for those of you guys who are building 30 million like 50 like this is where this gets interesting for everyone right is that the the human resource training system itself becomes an asset to the business because we know that when someone works their way up from being a bdr all the way to a bc they

[22:11] YouTube https://youtu.be/okA9Yt2KZuk?t=1324 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
know how to close because these people were never spoiled with inbound leads they got hung up on and cussed at and so you guys want to know an interesting stat our inbound closing percentage and we were considered pretty good at sales before this went from 20 20 to 25 to 60 yeah wow because they were they cut their teeth at the bottom yeah they're like this

[22:37] YouTube https://youtu.be/okA9Yt2KZuk?t=1350 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
person knows who we are asked for help and wants more information they're like for real and so here's here's why this is important to titles so bdr there's four levels of bdrs you've got junior bdrs you got associate bdrs you've got bdr and you've got senior bdr and that same four step system applies

[23:01] YouTube https://youtu.be/okA9Yt2KZuk?t=1374 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
to all of the levels give me the junior junior yep associate yeah the name and then uh was the top thing i just said um senior yeah so think about your highest churn positions right the reason that the positions are high turn is because they cannot see progress people lose hope when they run out of future right i think i dim or telstra that i really like that so they run out of future so what we need to do

[23:24] YouTube https://youtu.be/okA9Yt2KZuk?t=1397 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
is create yeah we need to create future for them and so it's my belief that a sales person has like six to eight weeks of steam in them before they start getting disheartened and so what we did is that we created milestones which are those qualifiers on the right where if you hit a an objective qualifier you

[23:44] YouTube https://youtu.be/okA9Yt2KZuk?t=1417 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
move up and so if as a junior it would probably be 50 showed appointments which will take you about eight weeks after that would be a hundred and then it and each one of these increases and you'll know for your business it might be a little different but the point is that you want to pace it so it's about eight weeks of production between each

[24:02] YouTube https://youtu.be/okA9Yt2KZuk?t=1435 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
one now each one of these gives them a bump in title and a bump in pay the pay bump is virtually inconsequential we go from 50 bucks to like 55 bucks like it's not a huge deal but to them they feel like they're making progress in both status and they have an objective measure of their of how well they're doing now once

[24:22] YouTube https://youtu.be/okA9Yt2KZuk?t=1455 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
they move their way through this and then imagine this you're a new employee you're getting trained up and then boom eight weeks in you get a promotion you're like oh nice i'm doing well this is good and then they gain some steam and then boom dude eight weeks later they're like hey i'm a full bdr you know i mean like this is great i got another raise once they get to the top of this ladder this is

[24:39] YouTube https://youtu.be/okA9Yt2KZuk?t=1472 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
the key key nuance you don't get promoted you get the ability to be promoted yeah this is when you get to here senior yeah yeah once you're a senior bdr you now have the ability to be promoted the benefit of this is it also eliminates all the hr conversations for i want more money we're like here's the path that's it this is the career path it also helps people become career

[25:04] YouTube https://youtu.be/okA9Yt2KZuk?t=1497 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
sales people for you so if you have issues of churn for your sales team this gives them a like this is what my career path is here's an important point you probably heard what i said about the bdrs they do not get paid very much they don't they're they're on target earnings if they hit all the commissions is 40 grand yeah right now how do you attract someone

[25:23] YouTube https://youtu.be/okA9Yt2KZuk?t=1516 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
who can do this job well for 40 000 you don't you attract them because they know that the guys who win the lottery make 200 grand a year and they know because they have a clear career path in front of them that if they hit their metrics they could get there in nine to 12 months yeah so i'm like what job in the world can you go from zero to two hundred thousand a year in nine to twelve months with no degree

[25:46] YouTube https://youtu.be/okA9Yt2KZuk?t=1539 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
here you can because we're pure meritocracy and the numbers don't lie and so at the sds level it's the same exact thing jumer sds uh uh associate the just the word and then senior right so we have each of these levels and there's tiny bumps in comp for each of those and they really should just be almost symbolic more than they are significant

[26:10] YouTube https://youtu.be/okA9Yt2KZuk?t=1563 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
because like the title is more important than the cash but the cash just goes okay and because you yeah yeah exactly yeah honestly you could probably get away with this without even changing anything but i like i like to give a little something and then they feel like there's there's some stuff ricky's got a

[26:22] YouTube https://youtu.be/okA9Yt2KZuk?t=1575 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
question if someone's level if someone's results stopped or their levels dropped yes okay so you can go for something associate or whatever you have to you have to continue to earn your position if you if you drop below qualifiers you drop down you go back to aaa just like baseball you go back down yeah yeah they get relegated exactly

[26:41] YouTube https://youtu.be/okA9Yt2KZuk?t=1594 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
it's exactly that and the nice thing is because of this everyone knows where they stand so it cuts down some of the useless communication of like pay and what am i doing and how well i'm it's like dude it's right here everybody can see it right and it's built like this christmas tree because they see the top closure and they see their checks they're like

[26:59] YouTube https://youtu.be/okA9Yt2KZuk?t=1612 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
that could be me right and they know they get they're counting the weeks until they can get there now when we start scaling because we add more bdrs it trickles up the tree and we're going to need another uh closer and so we look at the guys who are who are qualified to be promoted and we pick the one that we think is going

[27:15] YouTube https://youtu.be/okA9Yt2KZuk?t=1628 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
to be the best fit and they get bumped they get bumped up to the bigs and then they and then it's it's tried out like they've got two weeks to show us if they can close if they can't close in two weeks they drop back down they get 10 deals everyone's curious you get 10 deals to try you don't close one out of 10 you're out

[27:31] YouTube https://youtu.be/okA9Yt2KZuk?t=1644 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
realistically should close more but their first ten they gotta close them yep and the reasoning behind that is i i've run and trained and scaled a lot of sales teams i have yet to find a killer who doesn't close in the first two weeks yeah not once yeah tons of guys who start hot and then fizzle but no one who starts cold and then gets good

[27:49] YouTube https://youtu.be/okA9Yt2KZuk?t=1662 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
what are your uh qualifiers for sds and well bc's clearly say you know deals done sds is just bc it's it's qualified shows yeah so they have to they have to qualify them and they have to get them to show that's that's really it yep because for example in that call if they can't get the person to be like yeah tell me more about that and they're like nah i'm good then they missed it right and so that's why the domain

[28:16] YouTube https://youtu.be/okA9Yt2KZuk?t=1689 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
expertise for the sds like lots of really cool little like if you have two or three really good nuggets that you always know are awesome weave it into that conversation and they're like and you're like dude this is like this much this is like my fingernail of how big this is like you should like the fact that you didn't know this it both worries me and excites me

[28:34] YouTube https://youtu.be/okA9Yt2KZuk?t=1707 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
for the opportunity that i think you have in front of you and honestly i'm not qualified to talk about it but this guy who's got a dick bigger than shaq and you know cured cancer by age six and help 5000 people just like you be better than who you are like he can help you let me see if he's available he really never is he's always booked let me check and then and then he

[28:52] YouTube https://youtu.be/okA9Yt2KZuk?t=1725 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
does the thing yeah i love it so we've talked about uh we've talked about this we've talked about that yep uh bc call um my hunch is it's closer framework yeah can you just give us like those yeah yeah so um we use i i like to teach a really simple simple acronym both most you guys on here already know how to close so you know i won't bore you with it but yeah you could use your own or if you don't have one you could model from this there

[29:21] YouTube https://youtu.be/okA9Yt2KZuk?t=1754 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
might be something you could steal yeah so we make sure that every script follows close receive points um it's always a question-based framework so we like questions because people can just like say get off into jupiter and you just ask them another question that brings them back um each of these is kind of a milestone along the path so c is clarify why

[29:39] YouTube https://youtu.be/okA9Yt2KZuk?t=1772 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
they're there right it sounds obvious right but it's like hey so i know you you know you wanted some help with the sales thing i know that provided some value to you i know you talked to john and he showed you a couple more things so like why did you decide to take all this time like what's what's important to you about this like why are you not getting what you want like why'd you even take the time to show up this fall right and then they're like well

[29:57] YouTube https://youtu.be/okA9Yt2KZuk?t=1790 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
they're like well i wanted more information it's like you just get information all day you're trying to solve some of the information you know because that would be that would be a smoke screen right like right so as soon as we get it then we nail them down and we label it which is l so it's like okay so i hear what you're saying this is the reason you show up for the call so i just want to be clear that if we achieve this outcome

[30:14] YouTube https://youtu.be/okA9Yt2KZuk?t=1807 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
for you you would be happy right you would be like you guys rock i love you awesome you can imagine that okay great okay so you've wanted this so we go to oh which is overview your past pain right we call this the pain cycle so we're like okay so you've wanted this for however long and what have you done so far to try

[30:31] YouTube https://youtu.be/okA9Yt2KZuk?t=1824 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
because you seem like a pretty you know well-to-do person you seem like you've got some work ethic so i'm sure this isn't the first thing you know first phone call you've hopped on so like what have you done so far they go through it we said got it how'd that work for you what was good what was bad whenever they say something good we say totally and we agree with it if they say something was bad we're like oh that's terrible and we

[30:49] YouTube https://youtu.be/okA9Yt2KZuk?t=1842 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
disagree unless there's a limiting belief that we need to pop before we get into the close yep then we go right back to the beginning we say what else have you done and we keep going until there's nothing left or like god i can totally understand why you'd be frustrated at this point because it seems like you've done a lot so i feel like you've got a lot of pieces because the goal here is to make them feel like they're six inches away and they need one link to be successful

[31:07] YouTube https://youtu.be/okA9Yt2KZuk?t=1860 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
totally right yeah dude you've got all these right things in place you're so close i mean gosh i feel like like you've got you're this close to hitting your goal so you've done all this stuff this is what you want this is why you're here do you want to hear like i think you'd be a good fit for the program how it works and they say yes we get permission and then we go into s which is sell the

[31:25] YouTube https://youtu.be/okA9Yt2KZuk?t=1878 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
vacation so the reason we call cell vacation is that a lot of most people here already know this but a lot of sales people will sell your program right which is the plane flight they're selling tsa airbags take your shoes off weigh your mass get vaccinated don't get vaccinated you know sit next to the person who fires you on the plane

[31:43] YouTube https://youtu.be/okA9Yt2KZuk?t=1896 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you're going to get terrible peanuts all of that and they're like yeah but then you're going to get them out and people were like it's like you got to sell them out you got to be talking about the trees and the wind and what it's going to be like to feel and experience that the status increase they will have amongst their peers as a result of this this decision they're like got it okay and when we do

[32:01] YouTube https://youtu.be/okA9Yt2KZuk?t=1914 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
the solid vacation we typically will limit it to three main points and i think it's just consuming attention span isn't that good so you probably do tons of stuff we do tons of stuff we only talk about three things right talk about get more customers how to make it worth more how to get them buy more times that's it right and these are the things that we're gonna help them do and we give a relevant analogy to those things so

[32:22] YouTube https://youtu.be/okA9Yt2KZuk?t=1935 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
uh you know we just you wanna have a quick anecdote that's 30 seconds or less so if i was selling a a coaching program for whatever accountability might be one of my three things and i'd be like okay well and this would tie to whatever the thing they struggled with in the past it's like you know i signed for stuff but i didn't really get it going or i was

[32:39] YouTube https://youtu.be/okA9Yt2KZuk?t=1952 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
struggling to like do it whatever like totally understand it's reasonable what do they do to hold you down when they're like well nothing it's like well then that's not your fault they didn't want you accountable of course you weren't successful that's not that's not you right so let me ask you a question when

[32:50] YouTube https://youtu.be/okA9Yt2KZuk?t=1963 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you were a kid did you uh did you love brushing your teeth at night and they were like no like did you go like oh my god you know they drag you out of bed you brush your teeth right and they kept doing that over and over every night you gotta keep doing that could you do that do you brush your teeth now as an adult they're

[33:03] YouTube https://youtu.be/okA9Yt2KZuk?t=1976 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
like well i mean yeah not a disgusting you're like yeah so what that was an example of is you could have external accountability that turned into internal motivation and that's exactly what we're going to do with you here in this program does that make sense great we don't talk about zoom calls we don't talk about support we don't talk about power like don't

[33:19] YouTube https://youtu.be/okA9Yt2KZuk?t=1992 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
talk any of that because that doesn't matter they just want to know that something external is going to get them to do something internal forever so we give them an anecdote about that and so this is important because this is the only thing the sales guys have to memorize besides obstacle overcomes the

[33:32] YouTube https://youtu.be/okA9Yt2KZuk?t=2005 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
rest of this is is questions that they can always refer back to all right so for ramping up sales guys faster question-based framework not scripting this has just been my experience it's easier to teach people i i haven't found in my experience the super scripted stuff is best for like 20 minutes super high transactional sales like 200 sales and less but that's

[33:51] YouTube https://youtu.be/okA9Yt2KZuk?t=2024 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
probably not what anyone here is selling so for everyone else question-based framework kind of a diagnostic approach we follow this e is explaining with their concerns which is like got it this is the thing that makes sense would you be would you be opposed to moving forward today because it sounds like a good fit um then they're like well i wouldn't be a pleasure before

[34:08] YouTube https://youtu.be/okA9Yt2KZuk?t=2041 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
today you're like great and if for some reason they say yes what we do is we do the exact same thing every time which was we make some sort of concession which is a bonus and then we say fair enough because all we're doing is concession reciprocity fair enough and people don't like to feel like they are not being fair it's a very human thing is reciprocity's super deep in us and so

[34:27] YouTube https://youtu.be/okA9Yt2KZuk?t=2060 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
if someone's like i don't know if i can do this like how about i throw this in yeah three times like okay it's got to be fair enough by now right and so we explain with our concerns which you guys probably already know you've got spouse slash decision maker you've got price and you've got uh delay which is i need to think about it i need more information i got to sleep on it

[34:45] YouTube https://youtu.be/okA9Yt2KZuk?t=2078 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
whatever and so for each of those rather than give you the things that we would drill our sales teams on uh a decision maker close is going to adhere to the principles behind getting someone to understand past agreements which is does your spouse or business partner know that you are struggling with this yes

[35:02] YouTube https://youtu.be/okA9Yt2KZuk?t=2095 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
do they want you to continue to struggle with this no why would they be against you fixing something they already know you're struggling with and they don't want you to keep struggling with so we're relying on the past agreements to go into the present and then we they're like i guess you're right and then we usually will tag in hey sometimes you better ask for forgiveness information fair enough right and then we will close them that

[35:20] YouTube https://youtu.be/okA9Yt2KZuk?t=2113 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
would be for a decision maker for a um for a uh if it's by the way if it's b to c you can usually get away with uh what if they say no and honestly you'd be i'd still blows my mind you were like i'd probably do it anyways you're like then let's do it so you know so it's rock and roll like but if it's if it's b to b you probably going past your grades and then uh and then usually if you have some

[35:43] YouTube https://youtu.be/okA9Yt2KZuk?t=2136 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
sort of guarantee or some sort out clause of like three days or five days if you you know get back and your business partners and usually we'll make a joke here hey you get back your best partner says hey man i want you to be poor i want your kids not to have anything i want you to live in the worst

[35:54] YouTube https://youtu.be/okA9Yt2KZuk?t=2147 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
neighborhoods i don't want you to have generational wealth i want you to just pass on a spirit of poverty to all of the things that spring you know fruit from your loins if that's if that's what your business partner says like totally understand and we'll just tear this up but if he's like nah man that sounds good then we'll rock and roll right and

[36:10] YouTube https://youtu.be/okA9Yt2KZuk?t=2163 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
if he does say that first thing you get have him give me a call and i'll talk to him fair enough great there we go so decision maker we've got price which is always anchored around value this is usually more that you actually have to close on the sales guys not the prospects i'm gonna be really real with you we don't drill price stuff that much

[36:29] YouTube https://youtu.be/okA9Yt2KZuk?t=2182 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
we drill the sales team on their conviction so has anyone here ever had like a client event and had all these people there and get testimonials and like your sales team was there yesterday right well i'll bet you for the next couple weeks your closing percentage is going to be sky high i could tell you that when i had my brick and mortar gyms i

[36:47] YouTube https://youtu.be/okA9Yt2KZuk?t=2200 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
would do weigh out days which is like when challenges and stuff would end and people would be losing weight and crying and all that stuff i would stack as many sales appointments as i possibly could while the layouts were happening yeah because my sales team was just watching people just hit their goal and hit their goal and they're like dude just sign up like they would even go through a pitch they're like i mean what do you have to

[37:04] YouTube https://youtu.be/okA9Yt2KZuk?t=2217 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
like just sign up like it yeah and they reeked of conviction and the funniest thing in the world for everybody here is like understanding the theory behind sales is that you have a person who has conviction and then you have another person who has no conviction and everyone knows that sales is a transference of conviction right it's a transference of belief and

[37:22] YouTube https://youtu.be/okA9Yt2KZuk?t=2235 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
the bridge of that is trust right and so the real intention is that we must make sure that a salesperson actually believes and you'd be amazed at how many times they don't really believe in the product yeah and one of the things that is important to understand is it's not a binary it's not do my sales guys believe in my product how much do they believe in my product

[37:41] YouTube https://youtu.be/okA9Yt2KZuk?t=2254 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
hey alex yeah this is epic okay and you know what i love uh i said i'd like you to talk about this and you said no i want to talk about that and i said well let's do both you've done a really good job of doing what i wanted to talk about so um i like talking about sales no i get it uh in a minute what i'd love to do let's just do

[38:00] YouTube https://youtu.be/okA9Yt2KZuk?t=2273 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
the third objection to kind of close the triangle here and then let's do a quick q a and then let's talk about scaling and selling is that cool yeah um so last ones uh i need to think about it and so for most people they don't know how to make a good decision they're afraid of making a mistake and so we like to be as direct as possible

[38:18] YouTube https://youtu.be/okA9Yt2KZuk?t=2291 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
which is like let's toss best best case worst case this is what happens this is what happens because tell me what your deepest darkest fear is right is that i take your money and xyz that you think is gonna happen is it gonna happen but not only that let's be real your husband thinks you're a failure because you spent money again right your friends are

[38:34] YouTube https://youtu.be/okA9Yt2KZuk?t=2307 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
like oh here she is again you know or here he is making another business program thinking he's going to make money right that's what the real pain is right it's not the money i mean sure but the thing is that the money's going to come back right because you're not going to go homeless and even if you do go homeless i've got guys who've

[38:47] YouTube https://youtu.be/okA9Yt2KZuk?t=2320 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
lived outside my building for 25 years not starving still good so you really have nothing to worry about right but the real thing here is that we need to make this decision so do you know how to make the we have a decision-making framework here can we can i share with you sure so first question yes or no do you think that we can help you solve this problem yes

[39:04] YouTube https://youtu.be/okA9Yt2KZuk?t=2337 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
cool do you like me or do you want to work with us as a company yes cool do you have access to the amount of money that is required to start yes or no if it's yes yes yes let's rock and roll because the end of the day you don't need more time you need more information to make a decision and i'm your source of information and i

[39:21] YouTube https://youtu.be/okA9Yt2KZuk?t=2354 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
can do this all day feels like you've done this once or twice this is i'm making this a good uh okay sheila just wants to know the r in closer is just reinforce their decision that's a great one so close was actually my my acronym for like two years when i was teaching and then after really looking at it as the beginning of the customer journey yeah uh we transition to having

[39:45] YouTube https://youtu.be/okA9Yt2KZuk?t=2378 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
instead of a hand off it is a handshake between sales and customer success and so the point here is that the moment they close the moment the card goes through they're going to have immediate remorse and so our goal is to totally reinforce the decision personalize video from the next person be like hey just got off the phones john i hear it and

[40:04] YouTube https://youtu.be/okA9Yt2KZuk?t=2397 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
this is an important point from an operational standpoint it's like hey i heard you're trying to retire your wife i think that's amazing i heard they were trying to get to ten thousand dollars a month i think you're gonna blow that away you're gonna do such a good job so just to give you a heads up tomorrow

[40:14] YouTube https://youtu.be/okA9Yt2KZuk?t=2407 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
it's me tammy forgot to introduce myself and we're gonna be walking through xyz so that we can help you get your your wife retired as fast as possible cool really excited to see you i sent you an email with all the details too see you tomorrow right and so now they're like okay this is a legit company i just got you know i just got off the phone you know the phone thing and an hour later i

[40:32] YouTube https://youtu.be/okA9Yt2KZuk?t=2425 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
get this thing i'm like okay this is cool i feel good about this decision and that's what we want them to think i feel good about this decision and we're like great and then it decreases the the the cold feet and walkouts and backups and all that good job tammy i'd love to know one thing you learned one thing you loved any follow-up questions let's do it right now and then we're going to switch gears so one thing you want to

[40:51] YouTube https://youtu.be/okA9Yt2KZuk?t=2444 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
kind of nugget you stole and any questions you've got lots of exploding head emojis uh what's the comp at each level well let's scroll up here for a second i wouldn't i wouldn't give you hard and fast what i'll give you is ote which is on target earnings cool uh and that's what that's also what we present the sales guys so this is the

[41:09] YouTube https://youtu.be/okA9Yt2KZuk?t=2462 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
number of opportunities if you're getting if you're doing 100 and the nice thing is that here's the cool thing with outbound is that it's reliable ads you've got some days you've got more somebody's got less maybe this campaign maybe it's not outbound it starts with a constant you make 100 calls yeah and everything after that is is just formula right 100 calls means

[41:27] YouTube https://youtu.be/okA9Yt2KZuk?t=2480 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
means we should get two people to show two people show we should get uh five of those iterations to get one deal and so forth and so if you're getting this many appointments per week this is relatively the amount that you should be closing by percentage right if you close less than this so if somebody's closing let's say 25 or less they get up they

[41:44] YouTube https://youtu.be/okA9Yt2KZuk?t=2497 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
get bumped down right and so for us the the guys who are the bigs they make the on the on like if they're doing great they make like 225. yeah they are target earnings range breach that's probably yeah 150 to say 120 to 220 is the range there for a triple a or at the sds they make 60ish and that's a much tighter range probably like 55 to 70 you know i mean like but i don't think anyone said this

[42:10] YouTube https://youtu.be/okA9Yt2KZuk?t=2523 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
it's like 55 to 65. it's a 10k range and then uh and then the uh the bdrs are like around 40 grand helpful so you can see how they're shooting for that yeah yeah yeah see it and what they're like how long does it take the answer is right in front of them on the right that's all it takes yeah what i love about this is you're thinking in uh

[42:30] YouTube https://youtu.be/okA9Yt2KZuk?t=2543 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
quick achievable win levels and um maria just said love eight weeks probably the same for our clients something to think about yeah uh jackson says where are you finding these people the homeless guys out the back that he talked about before yeah a candidly uh one of the big bottlenecks in the business was finding that and i found out it took me i made a whole youtube video about this but uh basically my team was screening

[42:55] YouTube https://youtu.be/okA9Yt2KZuk?t=2568 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
way too hard um for bdrs and my sales manager didn't know and so we're like no no just let them all in and we'll see how they do because the cost because it takes two days to ramp them up and we don't really have any cost per lead yeah i mean besides the data scraping which is not that hard and so we just let them prove themselves because it doesn't really cost us anything to have them work leads yeah

[43:19] YouTube https://youtu.be/okA9Yt2KZuk?t=2592 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
love it uh yuri's asking did you consider cold outbound email instead of called calls yeah i'm pretty sure phone burner has a follow-up email uh and text thing that goes with it but i'll be honest with you guys like the phones are the thing that that drive it 75 of it comes from the phones yeah i love it okay so alex

[43:36] YouTube https://youtu.be/okA9Yt2KZuk?t=2609 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
when i said hey could you do a thing about a thing and you said yes uh you said i'd rather talk about what i thought i would share with you guys if that's okay with you is a couple of the kind of key lessons i've learned in this process so i started this process because i was in a tremendous amount of pain right and i and i i ran out of future i couldn't

[43:54] YouTube https://youtu.be/okA9Yt2KZuk?t=2627 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
see uh a world where i'd want to continue to do this for the long haul right and i think i heard this from sharon and i love it is that operators get burned out business owners get rich and i was still ceo and that was the thing is that as much as i felt like i wasn't doing anything now two years ago i was 100 doing things

[44:12] YouTube https://youtu.be/okA9Yt2KZuk?t=2645 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
but this year uh as we transitioned out i went from just making decisions to not really make just to just reviewing decisions which is kind of what we're doing now and so the reason that we got the offers that we did in my opinion um is because we fixed the house and when you fix the house that you're trying to sell does anyone ever try to sell a house and like you fix all the things that they say are wrong with it and you look at the astral like why are

[44:36] YouTube https://youtu.be/okA9Yt2KZuk?t=2669 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
we leaving this place this place is awesome have you ever done that yeah well the the biggest lesson that i feel like i've taken from this and i have i have two pages of lessons that i took i documented through this process um is that you only have one outcome you have to sell the business but it doesn't

[44:53] YouTube https://youtu.be/okA9Yt2KZuk?t=2686 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
mean you have to have another acquirer you can sell the business from yourself to yourself yeah your own self to your new self and i also got a greater understanding of how the debt system works so if someone's going to buy your business for a big amount of money they're not actually going to pay for your business right they're going to put 30 down like

[45:11] YouTube https://youtu.be/okA9Yt2KZuk?t=2704 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you do for a house and then they're going to get a bank to finance the rest right you have a house that you own 100 in cash you can go to the bank and get the 70 mortgage on your house and just take the money in the us at least tax-free jackson's nodding he would know the aussie so he's nodding he's like yes affirmative

[45:33] YouTube https://youtu.be/okA9Yt2KZuk?t=2726 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and so the point is is that in my mind two and a half years ago the only possible outcome that i could do to get out of pain was to sell and the thing that i had to sell was unsellable and so the thing that we build has to be sellable that's just my conclusion it has to be sellable or you'll eventually burn out

[45:53] YouTube https://youtu.be/okA9Yt2KZuk?t=2746 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and so if you make it sellable then it actually sits as an asset on your personal net worth balance sheet and it continues to provide cash flow um i had so many stories that i would you know that like the story of the sale for me was like i need a big sale to to be legit some of you guys may laugh at that you're like you're doing 85 million

[46:10] YouTube https://youtu.be/okA9Yt2KZuk?t=2763 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
here but in my head i was like well and then i had a friend was like dude you've already sold six companies i was like yeah but they weren't like as big as this he's like you really think that matters i was like huh and then it was like what about the what about the story of of the money right about the increase in net worth well here's here's an interesting one for you

[46:28] YouTube https://youtu.be/okA9Yt2KZuk?t=2781 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
say you have 100 million dollar sale right everyone talks about it it's so amazing well most of the times it's not 100 million right what it is is they'll probably give you you know 60 million up front and then you'll have a 10 million dollar seller note that you finance for five years and then you'll have uh you'll have a earn out right for another 20 million uh

[46:54] YouTube https://youtu.be/okA9Yt2KZuk?t=2807 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
that if you hit y and z over the next year or two right or earn outs can be as long as they want right um and uh you're gonna roll another 10 in equity right and so all of a sudden this 100 becomes 60. but wait there's more so now we've got 60 million well you probably have some bonuses that you want

[47:11] YouTube https://youtu.be/okA9Yt2KZuk?t=2824 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
to give to your staff you're gonna have a broker that you'll probably have to pay three or four percent to so let's let's do it so four percent of 60 now we're down to 57 right uh and i'll just wrap in some of the bonuses on top of that uh depending on how your your equity structure if you're 100 whatever then you have your capital gains tax you have

[47:29] YouTube https://youtu.be/okA9Yt2KZuk?t=2842 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
an escrow fee so capital gains for us in the states at least is 20. so now we have 20 off of the you know let's say 55 after the escrow that would be actually a size that big would probably be more like 50 after escrow uh 20 that would be 40 million so now your 100 million dollar sale is 40 million bucks it's not as cool right at least for me like hearing how how it

[47:54] YouTube https://youtu.be/okA9Yt2KZuk?t=2867 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
would break down and so i try to be as transparent as possible because like there's the there's the story of the sale that we tell ourselves and there's the reality of the sale because here's the second part of it i talked about the money side but what about the attention headspace energy side because that was another story i was like well if i sell then i'll be

[48:12] YouTube https://youtu.be/okA9Yt2KZuk?t=2885 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
able to go do stuff that i really you know i'll get all this attention back and all the stuff right well one the amount of stuff they want you to do is gonna be directly proportional how much stuff you're doing now so if you want to sell the business you got to do it in a way that you're not doing anything and if you're not doing anything then why sell the business yeah and so for me i told

[48:30] YouTube https://youtu.be/okA9Yt2KZuk?t=2903 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
myself this story but the reality was they wanted me to show up for quarterlies and be available for the occasional uh like strategic like hey can we touch base about something which is exactly what i currently do yeah so then it's no longer so it's not a question of money because if you're selling for that amount of money you've probably been making money for a while

[48:49] YouTube https://youtu.be/okA9Yt2KZuk?t=2922 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
right so it's not going to materially change your net worth unless you're in software in which case it's a different you know game but for most of us here who sell service businesses of some kind you're probably pretty high margin pretty high cash flow and you probably have a decent amount of money after you get this kind of downstream impact of what's actually going to be added to

[49:05] YouTube https://youtu.be/okA9Yt2KZuk?t=2938 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
your net worth then the question is what am i going to take with the 40 million and buy that's going to create me because if you're selling for 100 you're probably doing 15 million in in profit right so what am i going to go buy with 40 million that i can get 15 million dollars of profit every year from that i don't have to do anything for right and

[49:23] YouTube https://youtu.be/okA9Yt2KZuk?t=2956 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
so i had the story of what the sale was going to mean to me in terms of my reputation which was completely living in other people's eyes which was useless and irrelevant and not true i had the story of money which is this is going to be a big change in my life but when i looked at all the numbers i was like this will change nothing about my life in no way

[49:41] YouTube https://youtu.be/okA9Yt2KZuk?t=2974 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
like nothing because unless you get into another stratosphere of wealth yep like it nothing's going to change right so then it goes into the energy and headspace i was like okay well i'm doing the same thing before as i am now and so thing by thing there's the story of what we think it is versus the

[49:56] YouTube https://youtu.be/okA9Yt2KZuk?t=2989 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
reality of what it is and so um the the biggest thing that i feel like uh has been my biggest takeaway from this is that when i've looked at and i have a big thing on private equity lessons that are really cool too but it's probably running out of time um i learned from the guy who lives above me so the guy literally lives right here he does 3.8 billion a year in in revenue

[50:19] YouTube https://youtu.be/okA9Yt2KZuk?t=3012 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
he owns his company 100 outright and he does 26 net margins privately held that means he took home 935 million dollars in income last year the secret to success he said i've been doing the same thing for 40 years four years and so what i feel like i i continue to witness is that the wealthiest people in the world and i'm i'm stealing this from

[50:42] YouTube https://youtu.be/okA9Yt2KZuk?t=3035 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
charon because they buy and they build and then they refinance so you don't need to sell and the only reason that you would sell is because you think the party's over you think that this thing is no longer going to be a thing anymore long term yeah but if i make a bet that gyms are going to be here in 10 years

[50:59] YouTube https://youtu.be/okA9Yt2KZuk?t=3052 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
which i do think gyms are going to be here in 10 years right or your business whatever the spaces is going to be there in 10 years well then what's the reason for selling so and i got this from my closest friend because he was like what problem are you solving and i was like well when i started this process i was in a ton of pain he was like okay are you paying

[51:16] YouTube https://youtu.be/okA9Yt2KZuk?t=3069 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
down i was like well not really he's like well what do you think is going to happen post sale he's like it's he's like the sale he's like match the conditions he's like what does your life look like after the sale tactically yeah is there a way that we can make your your life look this way before the sale and keep the damn thing yeah

[51:35] YouTube https://youtu.be/okA9Yt2KZuk?t=3088 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and so then we started looking at it from can we match the conditions and so if you can do that then you we build the thing instead of a really high paying ceo job we now have an asset that is sellable and can can carry debt on our balance sheet income tax free that we can then use to go invest in the other stuff that we want

[51:53] YouTube https://youtu.be/okA9Yt2KZuk?t=3106 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and as the company grows it pays off the debt and you have the thing that you're getting the debt who's continuing to grow as well if that's what you want all right dude i got i got two thoughts in my head i just want to throw them to you and you can do something with them or not yeah two things i see happen a lot in

[52:12] YouTube https://youtu.be/okA9Yt2KZuk?t=3125 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
boardroom is people hit their you know their number it's not 100 million often but it's that you know like it's like the dream they've now hit it and they're like well what the hell do i do now um so that's a really common thing and then the other thing uh talking about exit not exit is really interesting but one of the things you've done to um to get exit a ball is to take the name off the

[52:35] YouTube https://youtu.be/okA9Yt2KZuk?t=3148 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
door yeah totally so the name off the door i just want to prepare everyone is like it's like a three-year process so it takes a lot more time than you think it will this is i would just share the things that worked for us all right so uh layla's just said we have no youtube strategy honestly alex just likes making

[52:51] YouTube https://youtu.be/okA9Yt2KZuk?t=3164 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
videos in as a great teacher yes that's thank you leila i'm packing the strategy yup that is a strategy um so first thing is we edify customers uh into specialists and the key nuance here is that we don't make generalists because generalist means they can replace you and you actually either have the problem of having another face

[53:11] YouTube https://youtu.be/okA9Yt2KZuk?t=3184 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
that's not yours or you have the risk of that face walking but either way it's either a face that doesn't make it sellable which is the same weakness or you have a face that becomes a threat to the business right either way it's not good and so we make siloed experts which we call subject matter experts that specialize in a specific thing so you might have somebody who's really good at sales somebody who's really good at lead

[53:28] YouTube https://youtu.be/okA9Yt2KZuk?t=3201 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
nurture somebody's really good at add buying something he's really good at pages whatever the thing is so that you can have people tag those clients and they become kind of the the customer support but like with special specialization beyond that you take some of the better customers you have who want to exit their business and just love your brand and you say hey would it be cool if all

[53:45] YouTube https://youtu.be/okA9Yt2KZuk?t=3218 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you did was talk about this all day they're like dude this is all i want to talk about anyone like i don't like dancing anymore i want to talk about dance right see um and what if we just helped you just help our clients better and then they become the head of product right because if you think about the things that we're probably doing you're probably an expert of some sort so you need to replace the products expertise so first you got to

[54:04] YouTube https://youtu.be/okA9Yt2KZuk?t=3237 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
get a person then you get the process the process around this is called the beta process every single private equity firm that we talked to loved this process so you can write it down i actually learned this from management consulting the way that it works is that if we need to solve a problem so there's always a problem to be solved right all these ask your customers there's

[54:21] YouTube https://youtu.be/okA9Yt2KZuk?t=3254 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
plenty of problems right so ask them these are uh problems your clients have problems is that what you're talking about yeah yes and then they can upvote the ones that are the most salient to them you take the ones that are the most that are that are plaguing the most people and then you say hey who here is doing really well with this and then you get

[54:39] YouTube https://youtu.be/okA9Yt2KZuk?t=3272 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you you draw uh draw a line and ideally it's depending on the client size for us we look at the top one percent so we've got a thousand locations top one percent is ten people so i want a group of ten to twenty that are in the top echelon so cut the percentage wherever you want to get 10 to 20. and then we do a round table and so the benefit to them is that they get to kind of get a bonus

[54:57] YouTube https://youtu.be/okA9Yt2KZuk?t=3290 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
mastermind with you for free in exchange for sharing all their secrets yep what we do then and this is the qualitative process is that you write down everything that each of them says step two is that you reorganize the notes and find the common commonalities and the point here is not to do all of the things they do but to do the things that

[55:15] YouTube https://youtu.be/okA9Yt2KZuk?t=3308 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
all of them do and so a lot like the list that i had for reducing churn was like 180 items between all the guys but the one thing that the five things that all of them did is the only five that i took to make the solution and so once you have that you consolidate the solution and then you take the guys who are the bottom 10 percent and some middle guys and you say

[55:33] YouTube https://youtu.be/okA9Yt2KZuk?t=3326 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
hey i have now productized the solution and you deliver it the same way you would to your customers which is through a portal and blah blah you don't do anything actually because if you did then it would up the results you say i need you to go through this and we're going to report back in 30 days right you can you know have a cadence with them you know once or twice a week whatever you then measure the results here's what's cool about this

[55:51] YouTube https://youtu.be/okA9Yt2KZuk?t=3344 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
one is if it works you just have something that delivers tons of value and you didn't have to generate it it process generated it which means it's not you you're not the guru you're not the face a process drives the innovation yep the second thing is if it doesn't work you still report it because every

[56:08] YouTube https://youtu.be/okA9Yt2KZuk?t=3361 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
entrepreneur would love to know failed tests yeah i would love to know if this headline worked at this one even if it didn't i want to know because then i don't want to try it and so it still provides value even if it doesn't work because you proved it didn't work so i just want to share that with you because if some of you guys do experiments and they didn't work share them it's valuable

[56:25] YouTube https://youtu.be/okA9Yt2KZuk?t=3378 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
so that's on the product side right on the the marketing side we slowly introduced other people in the ads until eventually it was just them in the ads right and then additionally we obviously started the outbound team so that we had multiple channels so there was like name was one issue which we solved by getting me out of the inbound and then

[56:48] YouTube https://youtu.be/okA9Yt2KZuk?t=3401 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
channel dependence was the other issue which we solved through outbound right and so those were the you know those are the two solutions uh on that now i want to share something that i think is more important than everything that i've said so maybe you can unshare the the thing for a moment um when when when

[57:06] YouTube https://youtu.be/okA9Yt2KZuk?t=3419 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
i'm sharing the things that are working for the outbound team you can't do it like you can't do it like if you get to a certain point if you're at 10 million or 15 million like you can't do it you need other people and you you can't hire people with the intention of training them to do the thing it's not hey we need to build an outbound team

[57:25] YouTube https://youtu.be/okA9Yt2KZuk?t=3438 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
together it's i know that you built two outbound teams for similar type products as me i need you to do the same thing here here's some really favorable upside potential for you uh and i need you to build it from here and i'll give you all the leeway in the world i'm incredibly patient as some as long as i see progress yeah

[57:43] YouTube https://youtu.be/okA9Yt2KZuk?t=3456 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
so i have very low patience if i see no progress if i see progress you can go as long as you want as long as we're making progress because i know we will eventually get there and so i think that if you use that as a frame of mind that we're not looking for people who know how to run but we're looking for people who have already run an olympic gold and want to run another one

[58:00] YouTube https://youtu.be/okA9Yt2KZuk?t=3473 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and i'm telling you if you find the players you will be able to build something significantly bigger and this was a breakthrough that took me way too long to learn and it sounds stupid because it's so trite and overstated but like you need to find champions and you got to pay him well and it will be worth it and there's a book i don't know if layla

[58:17] YouTube https://youtu.be/okA9Yt2KZuk?t=3490 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
put it in there but there's a book called uh the motive which is a one-sit read it's 130 pages with big text and it it fundamentally changed me as an entrepreneur and i really think everyone should read it because you can read it in an hour and a half and it will change the way you see operating a business because at the end of the day it's just an assembly of people if you want it to be a business if it's you with a

[58:43] YouTube https://youtu.be/okA9Yt2KZuk?t=3516 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
thousand helpers it's not a business it's just a really high paying job right and so you got to get people who can do it i know it sounds stupid and it's obvious but like that's the belief is that and i was stuck at mid 30 million for three years and i had mark ford who wrote ready fire aim write his book and he said that the thing that you get

[59:02] YouTube https://youtu.be/okA9Yt2KZuk?t=3535 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
stuck at thirty and i like skip to the chapter where he had 30 million as a breakdown and he said if you're stuck here it's because you're the only one that's you're the juju you're the steam you're the fuel behind the growth of this thing but at a certain point there's only so much that one person can push it you get the fourth level of

[59:18] YouTube https://youtu.be/okA9Yt2KZuk?t=3551 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
infrastructure in the business and they don't know who you are they don't know your vision they don't know how you do things because they're so far they're so far three levels you're okay fourth it's an organization it's it's beyond tribe right um and so i was going somewhere with that uh when i hit when we hit 30 and i read the book he was like you need to find

[59:39] YouTube https://youtu.be/okA9Yt2KZuk?t=3572 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
other people who can own their own p ls and become entrepreneurs within your company and what happens is it becomes a shift from being a business to being a conglomeration and so if you think about amazon they're not amazon's not a business right it's a business of businesses it's a collection of businesses that serve a purpose right

[59:57] YouTube https://youtu.be/okA9Yt2KZuk?t=3590 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and so i had to shift my thinking in terms of how mine worked to we have a number of business units that operate off of one shared spoke of shared services we've got it hr legal finance all in the middle and then we've got profit drivers that drive revenue across the business units and the people who drive those are responsible and

[1:00:16] YouTube https://youtu.be/okA9Yt2KZuk?t=3609 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
compensated based on the growth of their business line or their product loan and so then you get people who can start making 300 grand 400 grand a year 500 a year if they crush it and they should because otherwise they'll just start their own version of your business and so if you can give them that you can attract the entrepreneurs um who want to

[1:00:35] YouTube https://youtu.be/okA9Yt2KZuk?t=3628 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
drive growth are really good operators who just have a little bit less risk uh you know tolerance yeah that's epic so that's the so that that's that really goes for any of them so like outbound if you're going outbound or you're like man no one can never market like me there's somebody who's better than you yeah that totally is it's it

[1:00:52] YouTube https://youtu.be/okA9Yt2KZuk?t=3645 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
it's bad for the ego and good for the business um so dude can we talk for a minute about um about i don't know what the word post exit post exit not even post exit but like post i've hit my number what yeah i'm bored what's my new role uh you know who am i what do i do that's stuff just for a couple minutes yes

[1:01:17] YouTube https://youtu.be/okA9Yt2KZuk?t=3670 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
so i made a video on youtube about this how passive income was overrated and uh it was because we had completely replaced ourselves in the business and it was still making a lot of money and uh and then we started acquiring other pieces of businesses and whatnot and those have continued to cash flow and i was like what do we do like we have nothing to do all day and so i think what i messed up is that i

[1:01:36] YouTube https://youtu.be/okA9Yt2KZuk?t=3689 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
continue to pursue freedom right because that's what all of us here at least i did is freedom was the goal right um and i thought that it was freedom from work when when in reality what i should have done was freedom to do things that i wanted um and for me i want to work and it took me a year to give myself permission to work again because i always thought that if the business relied on me it wasn't a business and i was doing something wrong

[1:02:03] YouTube https://youtu.be/okA9Yt2KZuk?t=3716 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and that was a story that i was telling myself and i love working and i think that if all of us achieve the levels that we have right now it's because we love working we love doing this and we still have this dream of this exit in our minds but it's not it's i'm just it's it's a it's a farce it's not true and you wake up the next day and all you do is you know and there's just an

[1:02:27] YouTube https://youtu.be/okA9Yt2KZuk?t=3740 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
another blunk of money there and you're like well i mean you can only go out to so many nice dinners and nice restaurants and nice shows at some point you're like i gotta do some and so like i would say that you don't need to go through it because i spent the last months nine months doing nothing and being bored out of my mind and wondering why i even existed and then it just

[1:02:44] YouTube https://youtu.be/okA9Yt2KZuk?t=3757 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
eventually gave myself permission to just do the things that i like doing and if it just happens to be that it makes money great and for me and again i got this from shiran because it's been it was um so good but like the things that light me up are buying and building is it's expansion and so you know if we end up selling i don't know they gave us the offer this

[1:03:02] YouTube https://youtu.be/okA9Yt2KZuk?t=3775 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
morning maybe maybe not um but i do know that whatever it is it's going to be the decision will be aligned with what i am building next yeah and if i think that keeping this will help me build that better faster stronger then i will keep it if i don't think that and i will tell you this is when i was contemplating the sale i i could not see past the decision because it was an

[1:03:26] YouTube https://youtu.be/okA9Yt2KZuk?t=3799 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
unmade decision it was like black it was like i lost my vision i couldn't see past this unmade decision because it was this variable this huge fork in the road in my life i immediately and i you not i immediately knew what we needed to do to grow the other company to 30 million in ebitda and what we're going to do for the new company because i'm still building the next

[1:03:43] YouTube https://youtu.be/okA9Yt2KZuk?t=3816 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
company no matter what um and so i think that the season that i just went through and i feel like it took me two and a half years um was transitioning from ceo to owner and it took a lot longer and it was a lot more emotionally difficult a lot more emotionally difficult than i expected why identity you know um i mean layla had a conversation with our team yesterday like it's so nice that

[1:04:08] YouTube https://youtu.be/okA9Yt2KZuk?t=3841 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you guys are gone did you say that to them or they said that to you no they said it to us they're like i don't want to offend you guys sorry thanks i thought it was like i'm so great not having you guys in my life sorry no i just thought it was interesting because it you know i think both alex and i had always prided ourselves on you know for me it was like i have to be the example i have to be working my ass off

[1:04:32] YouTube https://youtu.be/okA9Yt2KZuk?t=3865 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
doing more than everybody else so that they you know because they're all a players and so i want them to see that i'm doing the same yeah and i was talking to one of our our guys who's really stepped up and he's one of the you know one of the highest ranked people in the company and i check in with him once a month rather than you know the because he's not the ceo or ceo

[1:04:51] YouTube https://youtu.be/okA9Yt2KZuk?t=3884 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and um i said like how can i support you how can me and alex help you know just want to know at the end of the call he said can i be really honest with you and i was like yeah he said it's really nice not having you guys around he's like yeah he's like you know everyone feels so much more creative you

[1:05:09] YouTube https://youtu.be/okA9Yt2KZuk?t=3902 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
know they have to be way more self-reliant and all of us have to be able to step up so much more since you guys have stepped out and so we're just growing so much as a team we're so much stronger and i was like man like everything that you do to get to like 90 of the finish line the last 10 requires you do the complete opposite yeah that's

[1:05:27] YouTube https://youtu.be/okA9Yt2KZuk?t=3920 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
fascinating so everything about every entrepreneur every level of entrepreneurship based on my observation my personal experience has been it's it's relinquishing control or at least the perception of control and so you know when you're when you're at zero to a million you're giving up can you force yourself alex because here's what i'd love to i'd love to do

[1:05:44] YouTube https://youtu.be/okA9Yt2KZuk?t=3937 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and i i think you're going there but i just want to yeah i want a mind meld so we've got this journey and we've got the you know the zero to one and then we've got the one to what's the next jump is it three ten ten perfect and i say it's like 30 to 50. it kind of depends on the company perfect and then we'll go up from there a lot of the people on this on this line right now are kind of in this space and

[1:06:08] YouTube https://youtu.be/okA9Yt2KZuk?t=3961 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
we've got some in in this space but can you just do like top three for this for this space right here yeah to get past the million you have to give up um everything with fulfillment so customer success customer fulfillment right yeah exactly life fulfillment you have to keep up your phone um i mean that's the that's the the the key part you're also giving up if

[1:06:35] YouTube https://youtu.be/okA9Yt2KZuk?t=3988 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you're going one to ten you can't sell anymore right you need someone you need a team of people who are selling on your behalf so it's you have to not only be able to sell you have to teach people to sell you have to know how to recruit sales people you have to know how to manage sales people you have to know how to send sales people um and continue to get them uh performing right and that's

[1:06:53] YouTube https://youtu.be/okA9Yt2KZuk?t=4006 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
a different skill right we know how to sell how many people be like god i close these people so easily and no one else can sound like me it's like it feels good but you're still way poorer than somebody's got 20 sales guys closing for so like just get over it like there are people who are better than you at closing because all they're going to do all day is close you're still running a

[1:07:10] YouTube https://youtu.be/okA9Yt2KZuk?t=4023 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
business yeah so you got to stop selling it's my opinion that 10 to 10 to 30ish is you have to give up the marketing you have you really have to get beyond that and then at going 50 plus you know 30 to 50 plus it's like you have to give up the leading which is difficult right and the zero to one i'm just i'll throw it in there for fun it's like you gotta stop doing then you go to managing

[1:07:33] YouTube https://youtu.be/okA9Yt2KZuk?t=4046 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
and then you go to leading and then you go to decision making um and so you could say leading and decision making decision making is above leading that's kind of the ultimate i would say exit is that people are making decisions on your behalf oh my bad i got this thrown around alex would you say for 50 plus because this is what i was thinking i was making a present like this the

[1:07:50] YouTube https://youtu.be/okA9Yt2KZuk?t=4063 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
other day and uh i think for 50 plus you go from being the leader of the company to you lead like the one soul leader but you're actually just the resource yeah you're a guy you're just a guy you're an advisor yeah you provide capital and you provide connections network vendors that's what like pe does that's what you

[1:08:09] YouTube https://youtu.be/okA9Yt2KZuk?t=4082 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
know the big guys yeah this is great so can i just say something to cap this real quick is that so if you're stuck right now you have to think what do what am i holding on to that i need to give up great question and when you're giving away control i'm not saying okay well i'm not going to be involved in sales anymore it's like no you have to learn

[1:08:28] YouTube https://youtu.be/okA9Yt2KZuk?t=4101 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
how to put a good leader in there who knows training systems who knows how to recruit who knows how to hire and knows how to send you know how to keep culture and build a team that can that can work together right those are a lot of attributes and you know your skill is how do you find that person because because each one of the skills begs the next skill you have to learn how to close you got to learn how to teach

[1:08:46] YouTube https://youtu.be/okA9Yt2KZuk?t=4119 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
other people to close right then once you have other people close you got to learn how to teach lots of people to close and maintain them then you got to learn how to recruit a sales manager who knows how to do that right and so each of those are kind of the levels and they also mirror if you think about it they

[1:08:59] YouTube https://youtu.be/okA9Yt2KZuk?t=4132 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
mirror the levels of of organization in the chart right if you're doing it then there's there's this is you if you're managing it's one right if you're managing a manager is two right if you're now leading this you you're leading people who have business units right it's it's three right so and then finally you know you're advising and

[1:09:18] YouTube https://youtu.be/okA9Yt2KZuk?t=4151 || How I Scaled My Sales Team [Compensation, Recruiting & Training]
you're letting other leaders lead directors who have managers and customers and so right now i think this is our fifth level of hierarchy uh within the organizations and so they now function as assets that produce cash flow yeah mini innovators a million this is so great


VIDEO
TITLE: Helping a $4M ARR SaaS scale and Exit
URL: https://youtu.be/ol5LFgqTGag
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/ol5LFgqTGag?t=0 || Helping a $4M ARR SaaS scale and Exit
I sell customer experience software to enterprise banks, retailers, and government facilities. So, it's a SAS platform and I' right now my run rate is four million in annual recurring revenue and I want to exit 2026 at 12 in annual recurring revenue. Okay. Um my biggest issue right now are the very long sales cycle. So the high CAC

[0:23] YouTube https://youtu.be/ol5LFgqTGag?t=16 || Helping a $4M ARR SaaS scale and Exit
and the how capital intensive it is to deliver on these large enterprise projects. And to give a tiny bit more context um when we started the platform 3 years ago it was a simple product shorter sales cycle lower value lower buyer. as we did a lot of R\&D, the ROI we generate and the mission that we fulfill is much

[0:49] YouTube https://youtu.be/ol5LFgqTGag?t=42 || Helping a $4M ARR SaaS scale and Exit
higher calling, higher buyer, but now longer sales cycle, longer time to realize value. Mhm. So what's the problem? So the problem is because the fact that it takes a long time isn't a problem. It's just a fact. The problem the constraint in the business is capital. Okay, that's the constraint. And so if I keep

[1:09] YouTube https://youtu.be/ol5LFgqTGag?t=62 || Helping a $4M ARR SaaS scale and Exit
chasing this this new direction, which is triple the value, but also longer sales cycle, I don't want to run into a checkmate. So I got to keep paying the bills. I'm kind of straddling between paying the bills and then going to where there's long-term value. Yeah. So um there's kind of like I mean there's probably a lot of ways to think

[1:30] YouTube https://youtu.be/ol5LFgqTGag?t=83 || Helping a $4M ARR SaaS scale and Exit
about it, but there's two there's two that come top of mind. So, one is that you can continue to sell kind of the smaller deals that you got into that have shorter sales cycles to kind of bridge the cash. Um, because as long as you're appropriately priced, the longer conversion cycle, bigger enterprise

[1:46] YouTube https://youtu.be/ol5LFgqTGag?t=99 || Helping a $4M ARR SaaS scale and Exit
accounts should start spitting out cash soon, right? And so, there should be good gross profit that lives in those businesses once they've been onboarded and then they kind of you get into like kind of the meat, you know, the cash cow cycle of um of the relationship. And so either it's a short-term bridge that you

[2:04] YouTube https://youtu.be/ol5LFgqTGag?t=117 || Helping a $4M ARR SaaS scale and Exit
need um or the model is just in general not priced properly. So do you feel like it like you are properly priced that if all of the ones that you have right now come to fruition, you will be running good margins? Yes. Okay. So as long as it's not a pricing issue, then it's short-term cash cash squeeze. So, one is you can sell kind of

[2:22] YouTube https://youtu.be/ol5LFgqTGag?t=135 || Helping a $4M ARR SaaS scale and Exit
the existing smaller customers that you have right now and be okay with the fact that you're giving, you know, you're going to give up some of the the longer term because you need to stay alive. The uh alternative is that with some of the bigger enterprise accounts, you can try to start changing the terms so you can

[2:36] YouTube https://youtu.be/ol5LFgqTGag?t=149 || Helping a $4M ARR SaaS scale and Exit
pull cash forward. And so, that's where um adding in kind of initiation, enrollment, onboarding, setup, fees up front can make a huge difference to the business. And then you can always credit it off the back. So, it's like, hey, we'll give you two months free on the back if you pay your first two months up front or hey, pay

[2:54] YouTube https://youtu.be/ol5LFgqTGag?t=167 || Helping a $4M ARR SaaS scale and Exit
your first and last month now um and then we roll into monthly. And so, that's a very typical way of offsetting um kind of CAC and clogs in the beginning that can help for a longer kind of enterprise relationships. And they have they have the cash to do it, especially these, you know, banks got the money.

[3:11] YouTube https://youtu.be/ol5LFgqTGag?t=184 || Helping a $4M ARR SaaS scale and Exit
And so, um do either of those solutions sound more amendable to you? Yes. Um, I think the the we we do collect some payment upfront. Um, I just think it's a train that I can't really get off. Also, the more we start selling on um this kind of enterprise level value, I also have to update my marketing to

[3:34] YouTube https://youtu.be/ol5LFgqTGag?t=207 || Helping a $4M ARR SaaS scale and Exit
reflect some of that. So, there's there's there's paying some like go to market debt, if you will. So, I think I think you bring up a good point. I think it all leads to the bridge. I think you said it well. some sort of cash bridge and figuring out how to solve for that. Yeah, I think um this this brings up a

[3:49] YouTube https://youtu.be/ol5LFgqTGag?t=222 || Helping a $4M ARR SaaS scale and Exit
really good like kind of meta concept for everybody which is that oftentimes uh we describe features not bugs. It's like we think there's something wrong with our business when it's really just like that's just an element of the business that you're in. You're an enterprise. One of the trade-offs is it will take

[4:05] YouTube https://youtu.be/ol5LFgqTGag?t=238 || Helping a $4M ARR SaaS scale and Exit
them longer to buy. One of the things that you get for that is that they tend to keep their contracts. They tend to stick for multiple years. They tend to have higher gross margins. They tend to be worth way more per customer. it's a trade. It's not like you have a problem. Um the cash flow for sure is a is a an

[4:19] YouTube https://youtu.be/ol5LFgqTGag?t=252 || Helping a $4M ARR SaaS scale and Exit
existential threat to the business. But I think changing the terms of payment and even putting like a so we separate our thing into phases, right? And we get paid in these tanches. Like there's ways that you can basically restructure the offer so that you can frontload cash because there are there are definitely

[4:33] YouTube https://youtu.be/ol5LFgqTGag?t=266 || Helping a $4M ARR SaaS scale and Exit
enterprise businesses that you know sell a similar customers to yours that I have seen that pour out cash. Um, and the main thing is that they just make sure that they can pay for it up front. And a lot of those guys are willing to do that. Just like, hey, uh, before we do our kind we do an initial 90day that

[4:49] YouTube https://youtu.be/ol5LFgqTGag?t=282 || Helping a $4M ARR SaaS scale and Exit
kind of gets you a sped up and then we enter the main kind of the main contract. At that point, they're already 30 in your ecosystem. They're not going to like cancel, but it's easier to get the approval uh on a much smaller scope and then upsell from the small scope to the big scope and then you abandon kind of the legacy

[5:04] YouTube https://youtu.be/ol5LFgqTGag?t=297 || Helping a $4M ARR SaaS scale and Exit
legacy messaging once you've once you've crossed the chasm is what you're saying. So, believe it or not, um I would probably change the messaging sooner rather than later. And the reason for that is typically when you advertise up market, you will still scoop up down market, but it doesn't work the other

[5:18] YouTube https://youtu.be/ol5LFgqTGag?t=311 || Helping a $4M ARR SaaS scale and Exit
way. So, big guys don't want to hang out with the the minnows, but the minnows want to hang out with the big guys. So, I think you can change the marketing now. Great. Thanks. Cool. Yeah, you bet. So,


VIDEO
TITLE: Helping a $600K Lawn Care Business Hit $25M (People Problem)
URL: https://youtu.be/ovfzNWcof_4
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, scaling, retention-churn

[0:00] YouTube https://youtu.be/ovfzNWcof_4?t=0 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
Hey, Alex. My name is Jordan and I'm the owner of a multi- lawn care franchise locations. We make tall grass short. We've been in business for one year and reach 600k in revenue. Nice. Nice, man. I'd like I'd like to copy and paste that. Uhhuh. And reach 25 million. Okay. Um and yeah, go ahead. You're good.

[0:29] YouTube https://youtu.be/ovfzNWcof_4?t=22 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
My biggest constraint is people. When I hire experienced technicians, they aren't always a culture fit. And when I hire culture fits that aren't experienced, we've been unsuccessful in training them. So this is lawn care. And since we were seasonal, we lose half the workforce. Yeah. And so this is lawn care, correct?

[0:53] YouTube https://youtu.be/ovfzNWcof_4?t=46 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
Correct. Okay. So what I mean, this is not me, you know, being insulting here. I want to be really clear. How are you unable to train people who are good culture fits on how to mulons? Um, it's probably the pressure of the short timeline. Okay. And with the lower margins, you have to be really efficient to be successful in our

[1:23] YouTube https://youtu.be/ovfzNWcof_4?t=76 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
process. Uhhuh. Okay. Um, how are you paying them? Uh, we're using pay for performance. Okay. So, we have a a low base pay. Mhm. And then a option to earn a percentage of revenue. Okay. Um, and that option is based on what? Uh basically the budget hour has a u a fixed cost for the customer and if they complete that work inside

[2:01] YouTube https://youtu.be/ovfzNWcof_4?t=114 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
the budget hour they get a percentage of that of the of the like excess right so they're incentivized to do more jobs faster absolutely does that is that actually working it is for the a players Okay. So, right now, like you have a cleaning business. I'm just going to tell you right now, you have a cleaning

[2:25] YouTube https://youtu.be/ovfzNWcof_4?t=138 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
business. Um, the business will always be constrained by talent. It's not hard to have people who would rather have somebody else mow their lawn. And so, you will always be in the recruiting and training business. And so, this is a feature, not a bug. And so, to your point of like wanting to be able to copy

[2:40] YouTube https://youtu.be/ovfzNWcof_4?t=153 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
and paste this, the thing that you need to nail before you scale is your recruiting, hiring, and onboarding process. It's like the fact that you're getting customers and you can sell them all that stuff like that's very easy. Also, if you're in a supply constraint industry, which you are, you likely have

[2:53] YouTube https://youtu.be/ovfzNWcof_4?t=166 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
more pricing power even though you feel like um you know margins are thinner, right? If you can barely take on more business, then you are supply constrainted, right? And when you have supply and demand and supply constraint, you can typically raise prices. What are your close rates right now? Um, we are like right at 70%.

[3:16] YouTube https://youtu.be/ovfzNWcof_4?t=189 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
Okay. So, if you're familiar with my pricing guide, if you're at like basically everything above basically every 10% above 35, you usually have like a 25 to 50% lift in pricing. All right. Mhm. So, let what are you charging right now? I'm charging $75 an hour. Okay. Um, you could probably go up to like, I don't know, 85 95 and get

[3:43] YouTube https://youtu.be/ovfzNWcof_4?t=216 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
away with it because you're closing 70%. I doubt your close rate is going to cut in half if you go to 95. What are your margins right now? Um, my margins on the direct cost of labor is about 55%. Okay. And so that means hold on one moment, please. All right. Right. So, we've got 75 an hour. You're making uh 55. So, you

[4:11] YouTube https://youtu.be/ovfzNWcof_4?t=244 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
you pay them 34 bucks an hour roughly. Yeah. There's some there's some inefficiencies that come that cost us driving between place to place and all that kind of stuff, right? Correct. Yeah. Yeah. Got it. So, but for you though, if you could add an extra $10 per hour or $20 per hour, it' be pretty material, right?

[4:34] YouTube https://youtu.be/ovfzNWcof_4?t=267 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
Yes. I I think the reason why we're at the price we are is we still have um extra capacity and we wanted to fill that before we raise prices. Okay. So, do you have a legion issue or do you have a talent issue? No, we we will reach that. Okay. Um once the like in the next month. Okay. But that would it would include me

[4:58] YouTube https://youtu.be/ovfzNWcof_4?t=291 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
adding like eight new technicians. Wait, you just said that you're you already have you need to fill up what you already have. Correct. Uh for for like physical capacity or equipment for equipment capacity, not headcount capacity. Correct. Okay. So, okay. So, right now you cannot take on more business.

[5:26] YouTube https://youtu.be/ovfzNWcof_4?t=319 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
Correct. Incorrect. I guess without with all right. Listen to me real quick. This is feeling complicated. You're closing 70%. You're going to hit capacity. You need to raise the price. You need to raise the price so you can pay people better. So you can get better talent. That's the process. That being

[5:49] YouTube https://youtu.be/ovfzNWcof_4?t=342 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
said, on the recruiting side, um what are you doing right now to bring people in? Um Indeed ads. Okay. I mean, there's nothing really wrong with that. We use I mean the thing that I tend to reject is just like at the onset you said like people who are good culture fits I can't train like how how hard is this to

[6:09] YouTube https://youtu.be/ovfzNWcof_4?t=362 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
train? Um it's it's not hard and that's why I I put culture into the the question because it seems like uh the where we really fall apart is you we're trying to raise the level of professionalism in the industry. So quality is really big. Yeah. and we train them. They they they show us they can do the work

[6:36] YouTube https://youtu.be/ovfzNWcof_4?t=389 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
and then when they're on their own, the quality falls apart. Okay. So part of the incentive, right? How do you know the quality falls apart? Uh complaints from customers and audits. Really, really easy. So the problem is your incentive plan is only one-sided, not two-sided. So whenever you have a KPI, it has to have a has to be a paired

[6:55] YouTube https://youtu.be/ovfzNWcof_4?t=408 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
metric. So the classic is quality and speed. Right? So, you have a speed performance, but you don't have something that weighs out the other side. So, in the cleaning world, it's you get X per clean, and you want to clean as many times as you can. But if you have a onestar review or a complaint, you got to go back and clean

[7:15] YouTube https://youtu.be/ovfzNWcof_4?t=428 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
it again, right? And so, in your situation, it's going to be if you get a complaint, they don't get paid for the whole day. And we do that, but we only hit them for the work they have to complete. Okay, just make the make it make it for the week. I mean, you know what I mean? Like you just like you have to enforce

[7:34] YouTube https://youtu.be/ovfzNWcof_4?t=447 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
this. Yeah. And to be clear, you pro do you teach them like how to talk to customers? Um, yes. But I would say that 75% of the time they don't have to. Okay. So then like what are the complaints about that they just like literally cut corners quite literally or don't cut corners? Yeah. the the short grass that we're

[8:00] YouTube https://youtu.be/ovfzNWcof_4?t=473 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
supposed to make is still long. Yeah. Got it. Okay. So, I would say you got to do two. Number one, if I'm going to pay you this performance thing, if you cut a corner, you got to go back on your own time and do it. Zero. I'm not paying you for it. Number one, that would probably be my first level of

[8:17] YouTube https://youtu.be/ovfzNWcof_4?t=490 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
defense. If that doesn't fix it, I would say that and you don't get you don't get your performance bonus for the whole day. Correct. said, "I just got to be a a little bit more." You need to enforce the rules. Rules without enforcement are not rules. They are suggestions. Mhm. Like you sound like you want to be a

[8:39] YouTube https://youtu.be/ovfzNWcof_4?t=512 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
nice guy cuz I'm just listening to you on the phone. Um but like it's like you have to protect the business and the thing that you have to pro protect most is the reputation because that goes fast. For sure. Right. Okay. Zooming out. We're going to raise the price by at least $10 an hour. Please commit to that one

[8:59] YouTube https://youtu.be/ovfzNWcof_4?t=532 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
because you have 70% close rate. It's not going to be an issue. I bet you can go 25 an hour more. It still won't matter. Number one. Number two, we have to add a second pairing to this, which is that if they up, they got to go back and do it on their own time. If that doesn't, you know, reinforce, you

[9:13] YouTube https://youtu.be/ovfzNWcof_4?t=546 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
know, basically punish the adversive behavior, you also pair in that if they have to do it, you know, two times in a month or I mean, you would know the cadence better than me. Two or three times in a month, uh, they'll miss their bonuses for that. And on the third time they lose their job, right? Yeah.

[9:28] YouTube https://youtu.be/ovfzNWcof_4?t=561 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
The third thing that um we need to do is that you need to be very you need to be more specific about the training uh in terms of the actions they need to take. But I think a lot of this just comes down to like if you just put the incentive right from what it sounds like. If they're never even talking to

[9:46] YouTube https://youtu.be/ovfzNWcof_4?t=579 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
the customers, you got just got to get them to do the job. You just got to incentivize them well and that's basically it. And if you want to, you could put a third piece of this, which is that they have to take a video on their phone of the whole lawn. It probably takes, I don't know, five minutes. And and then that includes it.

[10:01] YouTube https://youtu.be/ovfzNWcof_4?t=594 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
And and if they aren't demotivated or incentivized by money, does that mean they're not the right person? Um, they should be incentivized by what you reward publicly. Money is going to be a portion of that needs to align with it. But if you allow people who cut corners, I love that. That's literally lit like what this is.

[10:21] YouTube https://youtu.be/ovfzNWcof_4?t=614 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
If someone actually cuts corners in your business and you don't publicly, you know, give kudos to the people who are consistent and you don't punish or remove the people who are not, you basically reinforce that it is okay to cut corners. Mhm. It's unfortunate but like you have to make an example and vast majority of

[10:39] YouTube https://youtu.be/ovfzNWcof_4?t=632 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
people do not know how to build culture. For sure. Like you need to be if I understand you. Yeah. Go ahead. is so by setting that example that's how you're building culture. Yes. You have to define exactly what you want into observable terms. You have to demonstrate it in front of them. You have to uh get them to actually do it

[11:03] YouTube https://youtu.be/ovfzNWcof_4?t=656 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
and then you have to see what they did and then you have to immediately correct the people who up. You have to give kudos to the people who do it well and you have to keep repeating it until it sticks. And then you'll move on to reinforcing people for giving kudos to each other. And as soon as they start

[11:19] YouTube https://youtu.be/ovfzNWcof_4?t=672 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
giving kudos to each other in public, that is when you'll know that you'll start to have built the culture. And then after that, what ends up happening is they start punishing each other in private. Meaning they say, "Hey man, you that up. Don't let him see that. It's going to get all of us in trouble."

[11:34] YouTube https://youtu.be/ovfzNWcof_4?t=687 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
Awesome. Like those are the behaviors. That is how you do it. Cool. Cool and easy. Thank you very much. Rock and roll, Jordan. Appreciate you. 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 gift. So, my team and I put together the $100 million scaling road map, which is basically 200

[11:56] YouTube https://youtu.be/ovfzNWcof_4?t=709 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
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

[12:10] YouTube https://youtu.be/ovfzNWcof_4?t=723 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
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 solved it. And so, I'd like to

[12:24] YouTube https://youtu.be/ovfzNWcof_4?t=737 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
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

[12:38] YouTube https://youtu.be/ovfzNWcof_4?t=751 || Helping a $600K Lawn Care Business Hit $25M (People Problem)
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 Med Spa Owner Build a Membership Model
URL: https://youtu.be/p9cdjGxyvtk
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/p9cdjGxyvtk?t=0 || Helping a Med Spa Owner Build a Membership Model
Thank you for a lovely workshop. It's amazing. You guys are the best. Forget the rest. Right. Thanks. Uh I'm in the day spa space in Manhattan, New York. And we do monthly memberships. Charge $99 a month. They come for one service. We also offer them the opportunity to pay the year upfront. They only pay for 10. They get two free.

[0:23] YouTube https://youtu.be/p9cdjGxyvtk?t=16 || Helping a Med Spa Owner Build a Membership Model
That's a basic model all across the industry. Now, clearly you came up with a genius uh way to sell six weeks, $600, lose 20 pounds. Any ideas that could be replicated in the spa space for something like this? Yeah, I actually had somebody when we had Allen, the software company before we sold it, they had a they did float

[0:46] YouTube https://youtu.be/p9cdjGxyvtk?t=39 || Helping a Med Spa Owner Build a Membership Model
tank, so it's not the same, but somebody's going there to relax. So, like the the desired end state similar, not the vehicle. And so they actually ran a a six-w week stress release challenge where they included one uh float tank visit per week for six weeks and they sold it for $600 and they followed the exact same gym launch model

[1:05] YouTube https://youtu.be/p9cdjGxyvtk?t=58 || Helping a Med Spa Owner Build a Membership Model
and they did very well. Thank you. Yeah. So I mean they just flipped it and the key the key that makes that whole model work is that you have to be able to flip it at week three or week four into the year. Right. Okay. That's the that's the whole mechanics behind making it work. So you give them something for six

[1:20] YouTube https://youtu.be/p9cdjGxyvtk?t=73 || Helping a Med Spa Owner Build a Membership Model
weeks, flip them in the third or fourth. Yeah. you get the cash up front and then usually 24 to 48 hours later we upsell product and so you probably have like creams and lotions and serums and other things that you sell at the day spa I would imagine and so it's like cool this is the this is the stuff that you're

[1:34] YouTube https://youtu.be/p9cdjGxyvtk?t=87 || Helping a Med Spa Owner Build a Membership Model
going to do while you're here come back and we'll give you these things that you can do at home because it's not about what you do here it's about the other 194 hours a week or whatever it is right and so um that would be kind of like the two-part because all of that will offset uh the initial cost you acquire a

[1:48] YouTube https://youtu.be/p9cdjGxyvtk?t=101 || Helping a Med Spa Owner Build a Membership Model
customer because if you can get because I think that what's your what's your CAC right Um 9 to1 91\. Yeah. So it's like if you get if you get $200 to $400 upfront and then you can sell half of them into the year, you're Oh, so sorry. Um take that back. Um our LT it's 9 to1 for our experience-based business,

[2:08] YouTube https://youtu.be/p9cdjGxyvtk?t=121 || Helping a Med Spa Owner Build a Membership Model
but it's literally one to one for our uh membership based business. So we sell experiences. So that's like average $600. It cost us about 60 70 bucks to uh And you want to grow the membership. But we want to grow the membership because that how that's how it can scale. Yeah. So here's how so um there's a

[2:25] YouTube https://youtu.be/p9cdjGxyvtk?t=138 || Helping a Med Spa Owner Build a Membership Model
different model. It's coming out in the next book. But uh the way that it works is we used to call this the green play out of after the gym owner had figured it out. Um but way it works is you got that really valuable thing that people want, right? Yeah. And so what you can do is you can advertise that thing for free. And so

[2:41] YouTube https://youtu.be/p9cdjGxyvtk?t=154 || Helping a Med Spa Owner Build a Membership Model
when the person comes in, you then say, "Cool, here's this amazing package, this experience that everyone wants. It's 6 whatever it is, $600, $800." Okay. So you can have that or we can just give it to you as a gift for free when you become a member and and so then it becomes the onboarding offer essentially and then

[2:59] YouTube https://youtu.be/p9cdjGxyvtk?t=172 || Helping a Med Spa Owner Build a Membership Model
you can flip like everybody into the continuity especially with the price disparity between the really expensive things. So for us we sold you know $600 versus $200 membership. So $600 for six weeks versus 200 per month. it was still a uh a 40% premium to to do the $600 thing and we'd get uh almost twothirds

[3:20] YouTube https://youtu.be/p9cdjGxyvtk?t=193 || Helping a Med Spa Owner Build a Membership Model
take the $200 a month offer. The thing is is that one out of three people is just going to give you the 600 bucks and say I don't want the membership and you're like cool I'll just take the 600 bucks and so that helps offset uh the cash from the ones that do go into the membership but all the whole point of it

[3:32] YouTube https://youtu.be/p9cdjGxyvtk?t=205 || Helping a Med Spa Owner Build a Membership Model
is that you you break you break even on the front end and so then you can just blow ad traffic keep uh advertising. Yeah. Okay, that makes sense. Thank you. Yeah, you bet. 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

[3:47] YouTube https://youtu.be/p9cdjGxyvtk?t=220 || Helping a Med Spa Owner Build a Membership Model
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

[4:01] YouTube https://youtu.be/p9cdjGxyvtk?t=234 || Helping a Med Spa Owner Build a Membership Model
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,

[4:14] YouTube https://youtu.be/p9cdjGxyvtk?t=247 || Helping a Med Spa Owner Build a Membership Model
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 deconstrain the business and you're trying to scale, we'd love to help you

[4:28] YouTube https://youtu.be/p9cdjGxyvtk?t=261 || Helping a Med Spa Owner Build a Membership Model
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: Helping a Manufacturing Company Scale Outbound
URL: https://youtu.be/pjgIBSAsL_o
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/pjgIBSAsL_o?t=0 || Helping a Manufacturing Company Scale Outbound
manufacturing business and major major innovation, patented technology. The industry's been doing it one way for 50 years, really hard-headed like the gym owners, you know, show me something new. What are you going to show me that I haven't seen before? That kind of attitude. Um, really just high level, I

[0:14] YouTube https://youtu.be/pjgIBSAsL_o?t=7 || Helping a Manufacturing Company Scale Outbound
was wondering what comes to mind like as a marketing strategy. So, what is it that So, do you have a unique methodology that in terms of manufacturing or is it in some way? Yeah, it's a unique methodology with coupled with a machinery. So, who's the customer? Uh the customer, sorry, is a granite uh countertop

[0:31] YouTube https://youtu.be/pjgIBSAsL_o?t=24 || Helping a Manufacturing Company Scale Outbound
fabrication owner. So like a guy that owns a shop that will make countertops. They make slabs for builders. Well, they take slabs and they make them into countertops. And so you sell the big things to that guy to make slabs. Yeah. There's only 15,000 of them in the country. It's about 80% 90% retention.

[0:47] YouTube https://youtu.be/pjgIBSAsL_o?t=40 || Helping a Manufacturing Company Scale Outbound
Yeah. Uh pretty decent LTV CAC. Yeah, I can imagine. Yeah. And so they are your customers, right? And so I think the W IFYM or whatever it is. What's in it for me? So why do they care or why should they care? Because it saves them half their labor overhead. Three steps instead. So you're selling a better machine to

[1:08] YouTube https://youtu.be/pjgIBSAsL_o?t=61 || Helping a Manufacturing Company Scale Outbound
them. Yeah. Okay. I thought you were Okay. So I was like, you're manufacturing rocks. God. So basically, you know what I mean? I was like, you're like, bro, you know, I took I took the process that uh they're they're doing it right now on two machines for my competitor in eight different steps with let's say three or four laborers

[1:25] YouTube https://youtu.be/pjgIBSAsL_o?t=78 || Helping a Manufacturing Company Scale Outbound
and I cut it down to one labor. three steps. Yeah. And more square foot output. Yeah. I think it's all show don't tell. So, uh, on the content side, I think content is, believe it or not, is has gotten so targeted, um, that even if you get 20 likes on something, the algorithms are so good at serving now

[1:45] YouTube https://youtu.be/pjgIBSAsL_o?t=98 || Helping a Manufacturing Company Scale Outbound
the right stuff to the right people that I wouldn't worry about like views and things like that because you get 100 people, 500 people to see it, you only have 15,000 people in your audience. And if a huge percentage of them are are, you know, slab cutters, then you will get more of them to see it. That's thing

[2:00] YouTube https://youtu.be/pjgIBSAsL_o?t=113 || Helping a Manufacturing Company Scale Outbound
one. But you can do that probably pretty low lift. The I'm assuming you do mostly outbound. Uh yeah. So I have uh people right now I'm scaling in every major city to knock on doors. That's the probably the best way because a lot of these guys aren't on the internet. They're not going to come in through the website.

[2:14] YouTube https://youtu.be/pjgIBSAsL_o?t=127 || Helping a Manufacturing Company Scale Outbound
Yeah. So it's gonna be all demos. Yeah. It's just going to be before and afters. It's going to be case studies of like I mean have you done it with anybody? Yeah. So, we have a process where we'll get the interest and we'll do a virtual demo. And the virtual demos are pretty good for me to close them to get them to

[2:27] YouTube https://youtu.be/pjgIBSAsL_o?t=140 || Helping a Manufacturing Company Scale Outbound
the virtual demo. But that's the problem. Some of these guys that are knocking on doors, they can't get the message. It's kind of like the barriers up like, oh no. So, yeah, the best outbound messages um or like my favorite rather um is, "Hey, this is John. I'm calling in regards to competitor. Uh give me a call back when

[2:44] YouTube https://youtu.be/pjgIBSAsL_o?t=157 || Helping a Manufacturing Company Scale Outbound
you got a chance." And so, like if I'm calling McDonald's, I'd be like, "Hey, uh John, this is Alex. some call in regards to Burger King. Give me a call when you get when you get a chance. They respond. And so then when they get on the phone, they're like, "What's going on with you know what? What is what's going on with

[3:00] YouTube https://youtu.be/pjgIBSAsL_o?t=173 || Helping a Manufacturing Company Scale Outbound
Burger King?" You're like, "Oh, they're smashing you because they're using this thing that you're not using. Thought you'd want to know." That would be my angle. Got it. That's great. Thank you. Yeah. No, because I do have a lot of equipment like all over the United States like close to Yeah, exactly. and they've

[3:20] YouTube https://youtu.be/pjgIBSAsL_o?t=193 || Helping a Manufacturing Company Scale Outbound
probably heard of each other relatively. And even if they haven't, they'll know like even if you if you're Jim's slab cutter, it's like, "Hey, this is John's slab cutter." And he doesn't know about John, he might still recognize that it's a another person who's in the space. It's still interesting. Yeah.

[3:36] YouTube https://youtu.be/pjgIBSAsL_o?t=209 || Helping a Manufacturing Company Scale Outbound
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

[3:51] YouTube https://youtu.be/pjgIBSAsL_o?t=224 || Helping a Manufacturing Company Scale Outbound
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

[4:03] YouTube https://youtu.be/pjgIBSAsL_o?t=236 || Helping a Manufacturing Company Scale Outbound
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.comroadmap,

[4:17] YouTube https://youtu.be/pjgIBSAsL_o?t=250 || Helping a Manufacturing Company Scale Outbound
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

[4:30] YouTube https://youtu.be/pjgIBSAsL_o?t=263 || Helping a Manufacturing Company Scale Outbound
out to Vegas and we'll do this in person live.


VIDEO
TITLE: Helping an E-Com Founder Decide When to Exit
URL: https://youtu.be/pkK7NoFRpas
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/pkK7NoFRpas?t=0 || Helping an E-Com Founder Decide When to Exit
First, thanks for everything. You bet, man. We're in the position where we have a couple offers on the table to exit, a couple of LOIs. Um, it's lifechanging money, but we believe if we stuck around for two to three more years, it could be like extra life changing money. Sure. So, how would you look at this decision

[0:20] YouTube https://youtu.be/pkK7NoFRpas?t=13 || Helping an E-Com Founder Decide When to Exit
and decide when's the right time to exit? One of the hardest decisions in business. It's a very personal question and it comes down and the nice thing is that you have you have all of the information to make the decision. So on one hand you have your personal goals which is like this is the amount of

[0:35] YouTube https://youtu.be/pkK7NoFRpas?t=28 || Helping an E-Com Founder Decide When to Exit
money that I said I would be willing to part you know part ways with this. This is what I started whatever. Um on the other hand you also understand how reliable your business is. If you feel like the business has a good leadership team in place you have plenty of room to expand in the market. The infrastructure

[0:51] YouTube https://youtu.be/pkK7NoFRpas?t=44 || Helping an E-Com Founder Decide When to Exit
is you know secure. the revenue that you keep you have high revenue. Do you have what's your revenue retention annually? So our revenues about 61 this year and our IBIDA is around 2.3. What's revenue retention? What percentage of that revenue came from the year before? It's all for one-time sales. So we don't

[1:13] YouTube https://youtu.be/pkK7NoFRpas?t=66 || Helping an E-Com Founder Decide When to Exit
have reoccurring or recurring which is one of the things that if we added it would make the Yeah. So, you're in you're in like the devil's gambit right now. Um, and so like you're getting an offer uh which is great on something that could also be gone tomorrow with an ad account shutdown or whatever, right? I don't

[1:33] YouTube https://youtu.be/pkK7NoFRpas?t=86 || Helping an E-Com Founder Decide When to Exit
know how you get customers, but I'm just assuming. Is it ads? Yeah. Okay. And so like there so it this is a purely risk this is a risk assessment is if you were like for sure we're going to be able to grow then don't sell. If you're like I don't know if we're going to be able if we're going to grow from here

[1:53] YouTube https://youtu.be/pkK7NoFRpas?t=106 || Helping an E-Com Founder Decide When to Exit
then sell. And so like only you can know that. And I'd say the second like question 1B and this is a really big one that I think is underrated is what are you going to do after? And so I have friends who have exited and there's basically like two camps. There's exit and don't have a plan and exit and know

[2:14] YouTube https://youtu.be/pkK7NoFRpas?t=127 || Helping an E-Com Founder Decide When to Exit
exactly what you're going to do. And these guys huge massive crisis of meaning. These guys they just get right back to work. And um having looked at both of those like the day after I sold gym launch I started acquisition and that like literally the next day. Um and I'm very happy that I did that. Um

[2:34] YouTube https://youtu.be/pkK7NoFRpas?t=147 || Helping an E-Com Founder Decide When to Exit
I think having a lot of time and a lot of money and nothing to do bad combo for entrepreneurs personal personal opinion. So if you are going to sell, have a very clear idea what you're going to do next. Then no, that's I mean this is real. This is like a real life decision. And so um I don't know what the what the

[2:54] YouTube https://youtu.be/pkK7NoFRpas?t=167 || Helping an E-Com Founder Decide When to Exit
life-changing money that they're offering is. If someone's offering, you know, 10 times bottom line for something that has one-time transactions and it's all cash, like terms of the deal matter, it's all cash. You can walk away, then yeah, maybe not a bad deal. If it's, you know, seller finance, you consult back

[3:09] YouTube https://youtu.be/pkK7NoFRpas?t=182 || Helping an E-Com Founder Decide When to Exit
for, you know, a year or two years, um, and they're buying, you know, 51%, um, but you're expected to work for the next however many years, then you basically have a job either way, in which case you're like, think, okay, this is the frame you can think of. How will my daily behavior change? If what you do every day doesn't change,

[3:30] YouTube https://youtu.be/pkK7NoFRpas?t=203 || Helping an E-Com Founder Decide When to Exit
then why sell it? Which is why for me the terms of my sale were like I will stop working the day I get this check and if you can't do that then I will not sign the deal. Yeah. Ours is like we're we're out out once we sign. Okay. Or there's options. So different kinds of offers. It's like majority of the

[3:50] YouTube https://youtu.be/pkK7NoFRpas?t=223 || Helping an E-Com Founder Decide When to Exit
money up front a little bit of seller financing a little bit earn out. Well yeah so I mean this is a purely personal decision. I won't take too much more time on it, but like it's a risk decision, which risk is purely personal. It's like, do you want to put it all in Bitcoin? You could. It's just purely

[4:07] YouTube https://youtu.be/pkK7NoFRpas?t=240 || Helping an E-Com Founder Decide When to Exit
personal. Can you just tell us to sell it? You know, sometimes it's like you flip the coin and then you uh when it's in the air, you decide what you want to do. I think it's a terrible way to make decisions, but it works for some people. Uh, but no, I I deliberated about this. Actually, on my YouTube channel, I have

[4:30] YouTube https://youtu.be/pkK7NoFRpas?t=263 || Helping an E-Com Founder Decide When to Exit
a 46-minute video that has like seven views on it because it's the entire decision-making process around why I sold. And it's like 2 years ago, maybe 3 years ago. It's a really long video. Like, we watched that and that's how we backed out of our first. Well, good. I'm glad it it served you. But now, I mean, now you got a much

[4:50] YouTube https://youtu.be/pkK7NoFRpas?t=283 || Helping an E-Com Founder Decide When to Exit
better offer. So it just comes down to how risky is it that because the thing is is businesses and this is one you can write down businesses will always go up in value until the day they don't and then they're worth nothing. So a business that grows will always be worth more. Even a business that maintains is worth more the track record

[5:08] YouTube https://youtu.be/pkK7NoFRpas?t=301 || Helping an E-Com Founder Decide When to Exit
they've been consistent. But the day the business goes down no one touches it. So that's the that's the knife's edge. Longer you keep it the more valuable it is. So,


VIDEO
TITLE: Helping a $650K Coaching Business Get to $2M
URL: https://youtu.be/po7Sa5ICKFs
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/po7Sa5ICKFs?t=0 || Helping a $650K Coaching Business Get to $2M
I sell online business coaching to virtual assistants. We make about $650,000 a year in revenue. I would like to be at $2 million by next end of next year. Um I've learned that we have a lot of constraints to work on, but one thing that I haven't got a clear answer on is we spend so this is my COO, but like

[0:21] YouTube https://youtu.be/po7Sa5ICKFs?t=14 || Helping a $650K Coaching Business Get to $2M
we spend so much time hands-on in the business. Like as we're writing our huge ass list to go work on, we're like, "How are we going to find the time to do that?" I've fired everyone on my team. I've rehired I've worked so much on you leadership virtual assistant. Yeah, I know. Um, she's actually past client. I hired her.

[0:42] YouTube https://youtu.be/po7Sa5ICKFs?t=35 || Helping a $650K Coaching Business Get to $2M
I hired her. Um, but like for example, like even DM setting, like we're gone, no calls have been offered. So, I think that's what we're struggling with is just to get our team as fired up as we are and just making sure that like Yeah. like we're finding people that can actually do their job so we can focus on

[1:02] YouTube https://youtu.be/po7Sa5ICKFs?t=55 || Helping a $650K Coaching Business Get to $2M
things like this. Uhhuh. So, do the VAS that you recruit, do you have like standardized training for them to get onboarded? Yeah. And that training is not working. Yeah. Like we have SOPs even before we left. But does that but does that create the the the action or behavior that you want? So it's one thing to have SOPs,

[1:23] YouTube https://youtu.be/po7Sa5ICKFs?t=76 || Helping a $650K Coaching Business Get to $2M
it's another thing to have a system where people do the you want them to do. Yeah. So like even before we came here, like we said we reiterated Sure. our expectations like with our DM setters. Yeah. Well, they're all idiots, I guess. Yeah. Well, and we've had the same conversation. I'm like, well, I fired

[1:38] YouTube https://youtu.be/po7Sa5ICKFs?t=91 || Helping a $650K Coaching Business Get to $2M
them and rehire I'm putting a little trap here. So they're either all idiots, right? or the process that you have doesn't work. One of those you're in control over. Right? And so right now as a this may be an interesting pill to swallow. Um but I try to be a truth teller rather than a be be nice not kind is a uh or other way

[2:01] YouTube https://youtu.be/po7Sa5ICKFs?t=114 || Helping a $650K Coaching Business Get to $2M
around. Kind not nice. Um it might be that the training that you have for these VAS is insufficient. And I actually think that fixing that might be the single greatest point of leverage that you could have in your business because they are both the thing that's helping you grow your business and the

[2:15] YouTube https://youtu.be/po7Sa5ICKFs?t=128 || Helping a $650K Coaching Business Get to $2M
product of your business. And so if you were to only do that and so this like goes for everybody. If you feel like you have many constraints, it means that you don't know how to prioritize because there are always many problems. The question is which problem is the most important? And if you can't decide that you're not

[2:32] YouTube https://youtu.be/po7Sa5ICKFs?t=145 || Helping a $650K Coaching Business Get to $2M
doing your job like that is the job of the entrepreneur. And so if you then expect the team to then prioritize those things, then you're basically delegating decision-making to people who have less context in the business than you. And then unsurprisingly, they do a worse job. And so you have complete context on

[2:50] YouTube https://youtu.be/po7Sa5ICKFs?t=163 || Helping a $650K Coaching Business Get to $2M
the business. And so you have to make the hard call of saying this is what we will solve first and we will allow these fires to burn. and those other constraints. Uh what's what's interesting about them is when you do solve the first and most important thing, the remaining constraints often will reorganize in terms of their

[3:08] YouTube https://youtu.be/po7Sa5ICKFs?t=181 || Helping a $650K Coaching Business Get to $2M
importance. And so sometimes people will leave here and be like, this is number one, this is number two, this is number three, number four, and then they're like arguing, I think this is seven, this is eight, this is seven, this is eight. Who gives a You're never going to get there. By the time by the

[3:20] YouTube https://youtu.be/po7Sa5ICKFs?t=193 || Helping a $650K Coaching Business Get to $2M
time you finish number one, the whole thing's going to reorgan. You're probably going to have something from over here that's going to slot on top because that's actually the new constraint. And so I think a lot of people spend a huge amount of time trying to organize the priorities rather than just figuring out what is the one

[3:31] YouTube https://youtu.be/po7Sa5ICKFs?t=204 || Helping a $650K Coaching Business Get to $2M
thing that matters only directing all resources towards that. And that also means having a conversation with the team that you have to give basically give them permission to up on everything else. Okay. And so like if for example like I I made a podcast about this but basically we had we had a pixel issue, right? And the

[3:48] YouTube https://youtu.be/po7Sa5ICKFs?t=221 || Helping a $650K Coaching Business Get to $2M
problem was we had basically seven different funnels that were running at the same time. And uh every meeting was just a cluster And I I got on these meetings because I was trying to I was like what is going on? And this was a marketing huddle. And I was like I don't know what you guys are saying and

[4:03] YouTube https://youtu.be/po7Sa5ICKFs?t=236 || Helping a $650K Coaching Business Get to $2M
people call me a good marketer. And so I was like that's probably an issue. I was like if I don't get it you probably don't get it either. And so this was like a few weeks. And so I was like okay here's the deal. We have three problems. We have a lack of CRO. We don't have attribution. and we don't have pixel.

[4:18] YouTube https://youtu.be/po7Sa5ICKFs?t=251 || Helping a $650K Coaching Business Get to $2M
Like the pixel is installed incorrectly. It's getting fed wrong data. It's like, okay, of these three things, they're all problems. Which one's the most important? The pixel. Because we have to keep spending more to get customers because the pixel's data is getting worse and worse. We have to keep spending more. We send more data. It

[4:30] YouTube https://youtu.be/po7Sa5ICKFs?t=263 || Helping a $650K Coaching Business Get to $2M
gets even worse. We have to spend more data. It's a vicious cycle. So, let's stop the vicious cycle. But what about attribution? It's Also not the priority. But our CRO is this page doesn't even load, right? It's totally as well. Also not the priority. And so we are going to get on every single day,

[4:47] YouTube https://youtu.be/po7Sa5ICKFs?t=280 || Helping a $650K Coaching Business Get to $2M
twice a day, until each of these pixels is fixed. And we're going to start with number one. And we're going to fix this flow. How long will that take you in hours? That will take us four hours. Great. We'll meet a what is it now? It's 8:00. We'll meet at 12. And then at 12, we're going to look at the next funnel.

[5:00] YouTube https://youtu.be/po7Sa5ICKFs?t=293 || Helping a $650K Coaching Business Get to $2M
We're going to fix that one. And then we're going to meet again. And you keep doing that. It took me three days to fix everything. And this was this was a team that took basically like three months. This was And so basically the change in in product like output was a lot. three months to three days, right? It got

[5:16] YouTube https://youtu.be/po7Sa5ICKFs?t=309 || Helping a $650K Coaching Business Get to $2M
fixed. And then after that, it's like, great, this one's gone. Now, attribution is the priority. So, what do we need to do to fix attribution? Well, we take we collect traffic from 28 different sources. Okay. Well, then one at a time, we need to get custom links for every one of these. We need to make sure the

[5:28] YouTube https://youtu.be/po7Sa5ICKFs?t=321 || Helping a $650K Coaching Business Get to $2M
API feeds into the data box, whatever it is. And so, anyways, I'm I'm I'm ranting a little bit, but right now, you have all these constraints. I would bet that you getting the VAS that you have working for you to actually do their jobs will solve more than one for you because it's both the product and how

[5:43] YouTube https://youtu.be/po7Sa5ICKFs?t=336 || Helping a $650K Coaching Business Get to $2M
you expand the business. That's what I would that's what I would fix. 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

[6:00] YouTube https://youtu.be/po7Sa5ICKFs?t=353 || Helping a $650K Coaching Business Get to $2M
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

[6:14] YouTube https://youtu.be/po7Sa5ICKFs?t=367 || Helping a $650K Coaching Business Get to $2M
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

[6:27] YouTube https://youtu.be/po7Sa5ICKFs?t=380 || Helping a $650K Coaching Business Get to $2M
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

[6:41] YouTube https://youtu.be/po7Sa5ICKFs?t=394 || Helping a $650K Coaching Business Get to $2M
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: Delegation is the price of scaling
URL: https://youtu.be/pwob1lhXUsk
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/pwob1lhXUsk?t=0 || Delegation is the price of scaling
Delegation is the price of scaling, loss of control, right? And so I believe that the the the spiritual path of entrepreneurship is a consistent relinquishing of control. And so we were employees at some time likely for many people and then you stop doing that and then you decide to start a business and

[0:16] YouTube https://youtu.be/pwob1lhXUsk?t=9 || Delegation is the price of scaling
you typically do that because you want to quote have freedom and so then you say I will have complete control but in order to have true freedom you actually can have no control. You have to accept that's true freedom, right? And so at every level in the very beginning you do everything and then you say I'm going to

[0:31] YouTube https://youtu.be/pwob1lhXUsk?t=24 || Delegation is the price of scaling
have somebody who helps me with this. So you give a little control and then the next level it's like okay well the doing I've I've delegated but the management no one can manage like I can manage and then you give the management away and you're like okay well no one can direct or lead like I can lead. Then eventually

[0:42] YouTube https://youtu.be/pwob1lhXUsk?t=35 || Delegation is the price of scaling
you give the leadership away and then it's like well no one can think of the vision of the future like I can. And then eventually maybe there is somebody Steve Jobs wasn't able to be replaced but many of us aren't Steve Jobs and are replaceable. And so delegation is the price of scaling losing that control.

[0:56] YouTube https://youtu.be/pwob1lhXUsk?t=49 || Delegation is the price of scaling
And so hardworking people, and this is what's really interesting about this, hardworking people have a hard time coming up with non-h hardworking solutions. And so this has been particularly difficult for me because like I I will look at problems and say, "Oh, I wonder if I can outwork this problem." When Bill Gates talked about

[1:11] YouTube https://youtu.be/pwob1lhXUsk?t=64 || Delegation is the price of scaling
this saying, "It's really good to have lazy executives because they will try and think of non high energy ways to solve problems." And so the hard worker won't feel like delegating because they want to feel useful. And it's incredibly difficult, but if you draw the line, you have to say that you will not do

[1:30] YouTube https://youtu.be/pwob1lhXUsk?t=83 || Delegation is the price of scaling
anything in order for it to scale because otherwise you will absolutely be the limiter of your own growth. And I don't think we are as special as we think we are. And so you might kind of just have to give up some profit in the short term, but you'll make more in the long term. And so this has been kind of

[1:47] YouTube https://youtu.be/pwob1lhXUsk?t=100 || Delegation is the price of scaling
like a thingy process for me, which is at this point the razor I have is if it requires me, it doesn't work. That's how I think about it now. And so I use the term internally from my head and Leila and I talked about this scale zero. Like we have to scale me down to zero so we can scale it up to infinity. Otherwise I

[2:04] YouTube https://youtu.be/pwob1lhXUsk?t=117 || Delegation is the price of scaling
will always be the limiter. And so this is kind of just like a a a great reminder or artifact that I've gotten from the year is scale zero. And I've been reminded this at at at this level now is that nothing can rely on me because the business is just too big. The other little little tidbit I'll I'll

[2:20] YouTube https://youtu.be/pwob1lhXUsk?t=133 || Delegation is the price of scaling
add in there as well is if you're at equilibrium within your business, that means that like your supply and your demand are fixed. Like I can't I can't take in more customers because my supplies like I my team can't handle it, but I also don't have more demand, right? So it's like what do you do when

[2:33] YouTube https://youtu.be/pwob1lhXUsk?t=146 || Delegation is the price of scaling
you're at equilibrium? When I was in my earlier part of my career, I would have said increase demand and then force the team to, you know, pull from the cracks and then with the ex extra cash flow, you'll be able to afford, you know, the the next person you need to hire. That was what I would have said probably the

[2:48] YouTube https://youtu.be/pwob1lhXUsk?t=161 || Delegation is the price of scaling
first 10 years of my career, 12 years of my career. And I would say that I have flipped that thinking probably this year, which is that I would say increase supply. And I'll explain why. When you're at equilibrium, whatever your next step is, you're going to have to bear a cost. And the cost will either be

[3:02] YouTube https://youtu.be/pwob1lhXUsk?t=175 || Delegation is the price of scaling
your reputation or your profit. And so if I increase demand, the cost of that increase will be my reputation because my team will probably not be able to deliver at the same quality they otherwise would have because they are overextended. If I increase supply first, then the bandwidth of my team will improve and in the short term they

[3:18] YouTube https://youtu.be/pwob1lhXUsk?t=191 || Delegation is the price of scaling
will have to train this new person up which will be a cost in the business. So I'm going to almost have a double cost. They have to train this person up and I have to bear the cost of the person to begin as well. But once that's done, I will have dramatically increased the capacity of the business which will then

[3:33] YouTube https://youtu.be/pwob1lhXUsk?t=206 || Delegation is the price of scaling
give bandwidth back which will then allow us to push to fill up the demand side. And so the reason that we were even able to do the book launch this year, we actually originally were going to do it in February, couldn't do it because we didn't have the bandwidth. And then we're able to do it in August

[3:46] YouTube https://youtu.be/pwob1lhXUsk?t=219 || Delegation is the price of scaling
because 90 days prior, we hired four directors and leaders in the business, which expanded the capacity of the business so that we could do the launch. So that was the that was just some of the lessons of this year from that. Real quick, if you're a business owner and you are not growing as fast as you'd

[4:00] YouTube https://youtu.be/pwob1lhXUsk?t=233 || Delegation is the price of scaling
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

[4:15] YouTube https://youtu.be/pwob1lhXUsk?t=248 || Delegation is the price of scaling
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,

[4:28] YouTube https://youtu.be/pwob1lhXUsk?t=261 || Delegation is the price of scaling
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/pwob1lhXUsk?t=275 || Delegation is the price of scaling
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 $35M Private Equity Firm Reach $50M
URL: https://youtu.be/qVa01yhJsGo
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/qVa01yhJsGo?t=0 || Helping a $35M Private Equity Firm Reach $50M
uh we acquire companies in the UK and Dubai. Um current revenue across the portfolio is about 35 million. The metric isn't so much want to get to a revenue metric. I want to try and create a minimum of around 50 million enterprise value. Um you own all of them out, right? No. So it's it's varied. I think the

[0:19] YouTube https://youtu.be/qVa01yhJsGo?t=12 || Helping a $35M Private Equity Firm Reach $50M
problem is do we focus on building out the double down on the companies we already have growidar that way or do we keep acquiring and build through acquisition? How many do you have? 14\. 14\. Are they similar? No. That's the thing. So, if we was to grow through acquisition, we'd have to try and create synergy down the line.

[0:38] YouTube https://youtu.be/qVa01yhJsGo?t=31 || Helping a $35M Private Equity Firm Reach $50M
Yeah. So, you're you're in a very classic kind of PE no man's land. Uh, so you have more companies than most funds would ever have. Um, and you didn't pursue a synergistic strategy in order to accommodate volume. And so on one extreme you have like constellation which you're probably familiar with in Canada. It's like they

[0:59] YouTube https://youtu.be/qVa01yhJsGo?t=52 || Helping a $35M Private Equity Firm Reach $50M
only buy vertically integrated SAS and they go sub3 million and they just do a hundred deals a year, right? And they just know their playbook. Uh on the other side you have traditional PE that would have a variety of different businesses. They buy, you know, detail shop and then a supplement company and

[1:12] YouTube https://youtu.be/qVa01yhJsGo?t=65 || Helping a $35M Private Equity Firm Reach $50M
then a whatever. But they only have 68 companies in a fund and they have a decent, you know, decent holdco team to to to add value um to the company. And so if I were in your position, first thing I would do is probably ask myself, who do I want to be when I grow up in terms of what you want the actual

[1:29] YouTube https://youtu.be/qVa01yhJsGo?t=82 || Helping a $35M Private Equity Firm Reach $50M
day-to-day of the business to be? Because you can hit 50 on either of those paths, right? And so it's which of these do I feel more like more me? Like do I feel like I do have a couple of these businesses that you're like, I really understand these ones. Um, and if you don't feel that way, then I would

[1:43] YouTube https://youtu.be/qVa01yhJsGo?t=96 || Helping a $35M Private Equity Firm Reach $50M
probably look at these and go 8020 and say, okay, what's the 20% that's driving 80% of the of the enterprise value? and trim. Honestly, I would just like go completely passive on those ones or just return equity or do some sort of deal so I can get my attention back and then double down on the ones that you are

[1:59] YouTube https://youtu.be/qVa01yhJsGo?t=112 || Helping a $35M Private Equity Firm Reach $50M
good at. So, this gentleman who had a had a PE firm uh suffered from a classic issue that I cover in the offers book which is that he had not committed to the niche. So this is page 38 of the book and I tell a story where um I try not to niche slap people which is that they need to pick one niche ideally. Now

[2:21] YouTube https://youtu.be/qVa01yhJsGo?t=134 || Helping a $35M Private Equity Firm Reach $50M
this gentleman had basically two paths that he could follow. He could follow a more concentrated path of just a few companies that could be disperate or different in nature, but because of a team of five-ish people, he could probably preside over those, call it six companies that are the the better ones

[2:37] YouTube https://youtu.be/qVa01yhJsGo?t=150 || Helping a $35M Private Equity Firm Reach $50M
of the portfolio, double down on those, inject capital, bring, you know, recruit higher higher level talent, maybe improve the strategy, and then grow the companies. The alternative path um was that he just gets really vertical meaning he tries to get as many uh companies that are of the same type so

[2:57] YouTube https://youtu.be/qVa01yhJsGo?t=170 || Helping a $35M Private Equity Firm Reach $50M
that he can see trying to use fancy words but synergies between the companies so that they all together kind of the sum of the parts is greater than the whole because you can centralize some costs which adds profit to all of them. You can have cross business learning. So if you have 10 HVAC companies started by 10 different

[3:13] YouTube https://youtu.be/qVa01yhJsGo?t=186 || Helping a $35M Private Equity Firm Reach $50M
founders, all of them are going to have a few things they do well. So you take the best practices from each of them individually and then you implement them across all of them. And so you get this cost savings off the bottom line by centralizing costs and then you distribute out best practices. And so

[3:29] YouTube https://youtu.be/qVa01yhJsGo?t=202 || Helping a $35M Private Equity Firm Reach $50M
that is a typical uh kind of private equity play which is a rollup play where you can buy 10 things for a million dollar and sell all 10 together for$50 million. And so he was obviously shooting for $50 million exit. And the crazy thing is, and this is true of entrepreneurship, is there a lot of ways

[3:42] YouTube https://youtu.be/qVa01yhJsGo?t=215 || Helping a $35M Private Equity Firm Reach $50M
up the mountain. The bigger the goal is, the fewer the ways up the mountain there are. So, you want to get to a trillion dollar company, well, there's you have to you're going to have to do some crazy new technology that probably doesn't exist um in order for you to get there. If you want to have a $50 million exit,

[3:58] YouTube https://youtu.be/qVa01yhJsGo?t=231 || Helping a $35M Private Equity Firm Reach $50M
you can do that with just about any business by just getting it to a decent amount of size. And yes, that includes chains of brickandmortar, that includes online business. like you can you can absolutely do it in any niche, no matter how small it is. So, if you've hit a revenue ceiling or your entire business

[4:13] YouTube https://youtu.be/qVa01yhJsGo?t=246 || Helping a $35M Private Equity Firm Reach $50M
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 you're a fit, we'd love to potentially

[4:27] YouTube https://youtu.be/qVa01yhJsGo?t=260 || Helping a $35M Private Equity Firm Reach $50M
see you out here in


VIDEO
TITLE: Helping a $560K Gym Double Revenue
URL: https://youtu.be/qXZjagpxxig
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/qXZjagpxxig?t=0 || Helping a $560K Gym Double Revenue
We own a gym. We sell We sell memberships and uh subs. We do gym launch. Okay. We just acquired the the company about three months ago. Is it a big box or is it a micro gym? It's micro. Okay. Women's only kickboxing. Okay. Yeah. We talked to Ed. Yeah. He we bought it from him. Yeah. Oh, okay. Okay. Yeah.

[0:22] YouTube https://youtu.be/qXZjagpxxig?t=15 || Helping a $560K Gym Double Revenue
So, I want your opinion. Yeah. Yeah. Um, so we have about 560,000 in revenue. So trying to get to 1.2 and then we're going to sell it. Okay. And then buy our next bigger business. Cool. Yeah. What's stopping us? Well, um, Ed was really concentrated on acquisition. Sure. Um, and really just getting as many

[0:42] YouTube https://youtu.be/qXZjagpxxig?t=35 || Helping a $560K Gym Double Revenue
customers as possible. And so kind of inherited a lot of, you know, customers that weren't necessarily getting their full value. And so our turn is at 25% on average. We really got to lower that. And that's gonna really really help us because we have no problem getting new customers. Yeah. Really? Um although we do need to work on more

[0:59] YouTube https://youtu.be/qXZjagpxxig?t=52 || Helping a $560K Gym Double Revenue
referrals. Um but my question to you is how quickly and how would you go about lowering that 25% churn um going into 2025? Can I have that book real quick? Thank you. So did you go through the four horsemen five horsemen retention? Yes. So those are the things that we have done consistently to cut churn. Are

[1:24] YouTube https://youtu.be/qXZjagpxxig?t=77 || Helping a $560K Gym Double Revenue
you doing all of them? Not consistently. Yeah. Well, I would do them consistently. And I'm not saying that as a like the interesting thing about the um the horsemen retention is that they when when you realize how much work it is, you're like, "Holy this is a lot of work." But that's also why people stay. And so

[1:46] YouTube https://youtu.be/qXZjagpxxig?t=99 || Helping a $560K Gym Double Revenue
the point of the five force retention um is to approximate what having a small tribe feels like in a disorganized manner doing it on purpose. And so some some of you guys are familiar with Dumbar's number which is basically like people can maintain whatever 125 to 150 uh basically acquaintances in their

[2:06] YouTube https://youtu.be/qXZjagpxxig?t=119 || Helping a $560K Gym Double Revenue
mind. And that's I think the reason that the vast majority of gyms tend to cap around 100 to 150 because that's about as many as the owner can manage in their mind without it becoming too big. And then beyond that, new people come in, they never really get assimilated and they turn back out. And so it's like

[2:20] YouTube https://youtu.be/qXZjagpxxig?t=133 || Helping a $560K Gym Double Revenue
what are we doing with the original 150 people that we're not doing with these other ones. And so that's where the touch bases on a regular cadence um are super helpful. Um, so Mike Ferrer has his, uh, retention system where they he updated the five horsemen. Sorry, I'm getting really tactical about gyms. Um,

[2:40] YouTube https://youtu.be/qXZjagpxxig?t=153 || Helping a $560K Gym Double Revenue
so, um, but basically alternating between an internal referral play, uh, they've got fast cash Fridays, which is how they get, you know, how they generate the referrals. Uh, they have a weekly theme that that's gives you the thing to talk to them about because it's like how do I approximate a relationship? It's like I check in on

[2:56] YouTube https://youtu.be/qXZjagpxxig?t=169 || Helping a $560K Gym Double Revenue
people and I let them know the thing that's new. That's cool. And so, um, the tweak from the system that I have here is that I used to check in about people's results and we realized that people didn't care, uh, and just wanted to work out and have fun. And so, us reminding them about the fact that they

[3:11] YouTube https://youtu.be/qXZjagpxxig?t=184 || Helping a $560K Gym Double Revenue
were still overweight, uh, didn't actually help. Real talk. Um, and so we were like, okay. So, the that's probably the big major shift between what is in here and what is kind of now the the most up-to-date. Um, and the every other month is when you run the internal play. So internal plays are like when you hit

[3:32] YouTube https://youtu.be/qXZjagpxxig?t=205 || Helping a $560K Gym Double Revenue
your list up and say, "Hey, we're doing um it's the last chapter of the offers book. It's whatever our internal seasonal promotion is." So it's, you know, Valentine's Day, you know, get fit to fudge with your, you know, with your loved one, whatever, you know, whatever. Um, accountability buddy, you know, uh, lean by Halloween,

[3:52] YouTube https://youtu.be/qXZjagpxxig?t=225 || Helping a $560K Gym Double Revenue
you know, whatever. Uh, and so, um, the churn though is still going to be the quality of the sessions. I mean, the fundamentals are still going to be there. The sessions have to be good. The music has to be good. The trainers have to be solid. Um, you want to reach out on a on a once every other week basis.

[4:09] YouTube https://youtu.be/qXZjagpxxig?t=242 || Helping a $560K Gym Double Revenue
You want to check in around the promotion that you're running or the bring a friend component that you're uh that you're doing. And um, obviously the sales tip and getting the prepaids and stuff Ed's already given you. Um, so that's the big stuff. Um, but the the the main thing that drives down churn is

[4:26] YouTube https://youtu.be/qXZjagpxxig?t=259 || Helping a $560K Gym Double Revenue
consumption. And so all of the objective has to be around how do we get them to use the membership. No one cancels a membership they use. And so people will cancel $10 of memberships if they don't use them. Like nothing is worth it if you don't use them. And so that's the um that's the TLDDR. Any questions on that? Because I

[4:44] YouTube https://youtu.be/qXZjagpxxig?t=277 || Helping a $560K Gym Double Revenue
want to make sure that you feel okay. No. Thank you. Awesome. 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 road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what

[5:06] YouTube https://youtu.be/qXZjagpxxig?t=299 || Helping a $560K Gym 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,

[5:19] YouTube https://youtu.be/qXZjagpxxig?t=312 || Helping a $560K Gym Double Revenue
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

[5:32] YouTube https://youtu.be/qXZjagpxxig?t=325 || Helping a $560K Gym 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

[5:47] YouTube https://youtu.be/qXZjagpxxig?t=340 || Helping a $560K Gym Double Revenue
we can, we'll invite you out to Vegas and we'll do this in person live.


VIDEO
TITLE: How To Grow ANY Business FASTER (Masterclass)
URL: https://youtu.be/qsXxckCbci0
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, offers, wealth

[0:00] YouTube https://youtu.be/qsXxckCbci0?t=0 || How To Grow ANY Business FASTER (Masterclass)
There are only four main types of businesses. So, your business is one of these four. And understanding what shape my business was has allowed me to develop a portfolio of companies that generate over $250 million a year at acquisition.com. And so, if you have a business, you need to know what shape

[0:15] YouTube https://youtu.be/qsXxckCbci0?t=8 || How To Grow ANY Business FASTER (Masterclass)
your business really is to maximize the opportunity you're in. And if you don't have a business, you should know what you're getting into so you can pick the right one for you. So, let's get started with the first shape. So, what type of business is this business? I'd love it if you actually think about it right

[0:31] YouTube https://youtu.be/qsXxckCbci0?t=24 || How To Grow ANY Business FASTER (Masterclass)
now. Like, if if there's different types of businesses, what do you think this one really is? All right, now that you've thought about it, this is the shape of an e-commerce business. So, in the very beginning, you'll typically have to get some inventory, especially if you want to have a bigger business.

[0:45] YouTube https://youtu.be/qsXxckCbci0?t=38 || How To Grow ANY Business FASTER (Masterclass)
No gigantic businesses are drop shipping. So, if you want to have a bigger business, like a brand, you're going to have to do some sort of inventory. You'll have to front a little bit of cash, right? But as soon as you start selling because it doesn't require a lot of operational infrastructure, you can grow really quickly. But then you'll hit these breaking points that stop your

[1:02] YouTube https://youtu.be/qsXxckCbci0?t=55 || How To Grow ANY Business FASTER (Masterclass)
growth flat. And so either these will be um cash constraints in the business as in like you don't have money to buy more inventory. It could be um it could be traffic constraints like all of a sudden your ads just stop and then the the ads don't perform past a certain point. It could be that you've maxed out your

[1:19] YouTube https://youtu.be/qsXxckCbci0?t=72 || How To Grow ANY Business FASTER (Masterclass)
distribution. Let's say if you're a retail distribution, it's like, okay, we got 7,000 more 7-Elevens. It's like, okay. And then we continue to stay at that level until we get CVS's and then we stay at that next level. And so each of these kind of unlocks typically occur when you have a supply chain unlock or you have distribution that unlocks. The distribution can be literally physical retail distribution or it can be adbased andor affiliate um based distribution.

[1:44] YouTube https://youtu.be/qsXxckCbci0?t=97 || How To Grow ANY Business FASTER (Masterclass)
All of these different ways are promoting it so it gets it in more hands. So this is why the shape of this business looks this way. And you also can get stopped by all of a sudden you run out of stuff, right? Your supply chain dries up because your manufacturer can only do a,000 units a day and you need 10,000 units a day. And so while you find the next manufacturer, you're flat again, right? And this is the nature of the business that you're

[2:07] YouTube https://youtu.be/qsXxckCbci0?t=120 || How To Grow ANY Business FASTER (Masterclass)
really in. And if you're curious, what you know experience do I have with e-commerce? Well, I'll give you two. So first off, Prestige Labs was a physical products business. We sold through a brick-and-mortar distribution base. We also sold through an online store. So, we had both of those angles. I had distributors, obviously, our gyms and

[2:23] YouTube https://youtu.be/qsXxckCbci0?t=136 || How To Grow ANY Business FASTER (Masterclass)
then also uh any consumers could buy directly from the store. So, we had ads that were running as well. And so, both those elements were e-commerce. In addition to that, um the launches that we had for uh my last book, the world record-breaking Guinness World $100M Money Models: How To Make Money (Hardcover) acquisition.com

[2:39] YouTube https://youtu.be/qsXxckCbci0?t=152 || How To Grow ANY Business FASTER (Masterclass)
Record-breaking book, um this is literally e-commerce. is a physical product that gets bought through a store and then shipped out. Like very straightforward. And so the reason that this video is so important before I dive into all the other four is that most people think that there is something inherently wrong with their business when it is in reality a feature of this business, not a bug. And so the more you

[3:01] YouTube https://youtu.be/qsXxckCbci0?t=174 || How To Grow ANY Business FASTER (Masterclass)
can zero in on, okay, if these are the big hairy problems that exist within the shape of my business, how do I put disproportionate effort on solving these key foundational issues or problems to this model that will allow me to out compete all the other people in my space that don't know this? And I'm telling you like this is the sauce. And also sometimes you'll have to switch three

[3:24] YouTube https://youtu.be/qsXxckCbci0?t=197 || How To Grow ANY Business FASTER (Masterclass)
PLs as you scale too. So even if you have the the inventory, somebody might not be able to ship out 10,000 orders a day. Like when we did the book launch for me, I had to find three PLs who could ship out millions in 72 hours. That's absolutely absurd. Which is why we had to have multiple across different states in order to make sure that every single person got their book within days, not weeks or even months. I talked

[3:48] YouTube https://youtu.be/qsXxckCbci0?t=221 || How To Grow ANY Business FASTER (Masterclass)
a little bit about the cons, but let's talk about the pros of this. So e-commerce, it can scale relatively fast compared to some of the other business models. And the reason for that is once you have the stuff, I mean, it's really just like how fast can you hand it to somebody in exchange for money. And if you have, you

[4:04] YouTube https://youtu.be/qsXxckCbci0?t=237 || How To Grow ANY Business FASTER (Masterclass)
know, a Shopify store or a commerce store, any kind of online store, like they can just click and buy and then you have somebody else who's shipping it straight to them. As long as they can ship it and they can buy, you can sell a lot of them. The issues is when you ran out of stuff, the guys can't produce it.

[4:17] YouTube https://youtu.be/qsXxckCbci0?t=250 || How To Grow ANY Business FASTER (Masterclass)
You can't get raw materials. They can't ship enough of them. these become the constraints. But fundamentally, if you're within operating within all of those, as in they can ship more than you have, you've got enough inventory. As long as people keep buying, the number just goes straight up. And so, um, what's interesting about this particular

[4:33] YouTube https://youtu.be/qsXxckCbci0?t=266 || How To Grow ANY Business FASTER (Masterclass)
business is that it also typically isn't going to be nearly as kind of keyman risk from the founder. Of course, there can always be risk for key skills, but if you have a product that people love and people keep going to your store and buying it, it's a very sellable business. Okay? And so that's the that's maybe the upside. Let's talk about the

[4:49] YouTube https://youtu.be/qsXxckCbci0?t=282 || How To Grow ANY Business FASTER (Masterclass)
dirty. So what sucks about having e-commerce? One of the first things that sucks about this business is that in general, most people who own e-commerce stores, they can do significantly more revenue than some of the other business models really quickly. It's one of the fastest ones you can grow revenue on.

[5:03] YouTube https://youtu.be/qsXxckCbci0?t=296 || How To Grow ANY Business FASTER (Masterclass)
And it's also because people are willing to spend more money for stuff than they are for the other three categories because there's inherent value because everyone knows there's an inherent cost to creating it and sending it. So people are just more willing to spend money on it because that's t it's tangible. Um

[5:18] YouTube https://youtu.be/qsXxckCbci0?t=311 || How To Grow ANY Business FASTER (Masterclass)
and it's the reason if you look at like gross sales, what are the what are the some of the top companies in the world? Walmart, huge amount of sales. Amazon, huge amount of sales. It's stuff, right? And people love stuff. And as somebody who came to selling physical products much later in my career, I was amazed at how easy they were to sell compared to

[5:37] YouTube https://youtu.be/qsXxckCbci0?t=330 || How To Grow ANY Business FASTER (Masterclass)
some of these other things. Which then brings the the next question, which is like, okay, well, sometimes they're easier to sell. people are easy to take their wallet out. Um, but what makes it harder? So, this is very capital intensive because people know costs money. You also have to have the money to buy the And so, it is capital intensive in that this thing might make

[5:58] YouTube https://youtu.be/qsXxckCbci0?t=351 || How To Grow ANY Business FASTER (Masterclass)
profit on paper, but as soon as you make some profit, what are you going to do with that money? You got to go buy more inventory. And so unless you have a flat e-commerce business, if you want to grow, the extra growth requires the profit from the earlier part of your growth path to fund the next level of inventory so you can sell through more in a shorter period of time. And so you

[6:21] YouTube https://youtu.be/qsXxckCbci0?t=374 || How To Grow ANY Business FASTER (Masterclass)
can have you can be very asset rich in this business. You can have lots of inventory. You can have maybe a lot of enterprise value. But it's very common that entrepreneurs will get I mean I'm saying unbelievable numbers. They'll go to hundreds of millions a year and pretty much only live on their salaries, which there's nothing wrong with that.

[6:36] YouTube https://youtu.be/qsXxckCbci0?t=389 || How To Grow ANY Business FASTER (Masterclass)
It's just different than some of the other models that are out there. In terms of the things that can also be difficult about this is that you have to rely very heavily on your partners. And so, it's very rare for an e-commerce business to be vertically integrated. It it sometimes happens, but it's super super uncommon. Uh that means that are

[6:53] YouTube https://youtu.be/qsXxckCbci0?t=406 || How To Grow ANY Business FASTER (Masterclass)
you the one who's manufacturing the stuff? Are you the one who's actually shi, you know, pickp pack shipping of all the things both locally and internationally? Are you sourcing raw materials or do you have a a raw material mine that you're, you know, you're collecting milk from cows and turning that into protein? Probably not.

[7:08] YouTube https://youtu.be/qsXxckCbci0?t=421 || How To Grow ANY Business FASTER (Masterclass)
And so you have core dependencies on other businesses. And if those businesses fail, you fail like very real. And so having many redundancies within each element of the business. Okay. How do we get raw materials? How do what about manufacturing? What about uh logistics in terms of pickp pack ship? Um and then on the capital side,

[7:29] YouTube https://youtu.be/qsXxckCbci0?t=442 || How To Grow ANY Business FASTER (Masterclass)
it's like do we have lending partners because we might run out of of capital if we're scaling really quickly because there can literally be nothing wrong with your business. But think about this. If you have 10 units of something and you make $10 of profit on each unit and you sell all of them in a day and the next day 10 more people want to buy,

[7:46] YouTube https://youtu.be/qsXxckCbci0?t=459 || How To Grow ANY Business FASTER (Masterclass)
there's nothing you can do. And so that might mean that you might have 300 units worth of demand and you only have 10 units worth of profit. What do you have to do next month? You can only buy 10 more, right? And so your growth rate will be dictated by the amount of free cash flow that the business kicks off.

[8:02] YouTube https://youtu.be/qsXxckCbci0?t=475 || How To Grow ANY Business FASTER (Masterclass)
And then that will be the growth rate that you'll be able to sustain or only growth rate that you'll be able to have in the business. And you'll be you'll be constrained by that capital. There are lending partners because this is a clearly a capital constrained business if you're growing quickly. Um, but those are some of the some of the negatives or

[8:18] YouTube https://youtu.be/qsXxckCbci0?t=491 || How To Grow ANY Business FASTER (Masterclass)
some of the downsides. Now, if you own one of these businesses, what's the big hairy problem? What's the big problem that you have to solve? Number one is managing cash flow. So, you have to be able to forecast cash flow. You have to look at inventory cycles. How long is it, you know, if it's a 12-week lead time for you to buy stuff? You have to predict how much you're going to be

[8:33] YouTube https://youtu.be/qsXxckCbci0?t=506 || How To Grow ANY Business FASTER (Masterclass)
selling in 12 weeks. That can be difficult, especially if it's your first time. Um, number one. Number two, your distribution. You're going to live and die by your distribution. So, ad accounts, um, brickandmortar distribution partners that you can have, affiliates or influencers who have kind of I would call it synthetic distribution through their audiences.

[8:49] YouTube https://youtu.be/qsXxckCbci0?t=522 || How To Grow ANY Business FASTER (Masterclass)
All three of those are your they're partners of yours, right? Product like great product will always find great distribution. Great distribution will always find great product, right? But the problem the big problem that you'll have to manage is going to be supply chain. How can you have enough stuff to sell, right? Logistics isn't that hard

[9:06] YouTube https://youtu.be/qsXxckCbci0?t=539 || How To Grow ANY Business FASTER (Masterclass)
because there's a lot of there's some decent um, you know, pickpack ship that are out there. Everybody always has complaints because it's not their business. They would do it differently, blah blah blah blah blah. You wish they they they didn't charge you as much, etc., etc. But like by and large that I would say that problem has been has been solved relatively well. Um the next

[9:23] YouTube https://youtu.be/qsXxckCbci0?t=556 || How To Grow ANY Business FASTER (Masterclass)
issue um is going to be making sure that the product you have has a brand behind it. And this is the real nasty one because if you just have a pure I call them smash and grab businesses, which is just you're a media arbitrage business. You know, you can buy eyeballs at $10 and you can sell them something where you make $11 in in gross profit. That's just a smash and grab business. And if somebody else sees

[9:48] YouTube https://youtu.be/qsXxckCbci0?t=581 || How To Grow ANY Business FASTER (Masterclass)
you smashing and grabbing, guess what they do? The downside of physical products is that because anybody can own it, anybody can also sell it. And so if you've got a widget, somebody else can go to China and make the same widget as you. And that's where patents come important. That's where if you actually do own your manufacturing, have some

[10:03] YouTube https://youtu.be/qsXxckCbci0?t=596 || How To Grow ANY Business FASTER (Masterclass)
special sauce in terms of how you make your stuff, these become the competitive moes for the business. But the largest of all of them by far is brand, right? Why? Like Nike shirts are inherently the same shirts that other shirts, you know, shirt companies make. They literally buy the same raw materials. But why are you

[10:20] YouTube https://youtu.be/qsXxckCbci0?t=613 || How To Grow ANY Business FASTER (Masterclass)
willing to pay so much more for a Nike shirt versus, you know, an unnamed shirt? Because of the brand. And so even if someone can copy every single thing down to the thread count of your business, they still can't copy the brand. And so some of the best uh brands are in e-commerce because you have to be in order to get big. And so we think if

[10:36] YouTube https://youtu.be/qsXxckCbci0?t=629 || How To Grow ANY Business FASTER (Masterclass)
we translate what brand does and this applies to all of them, it's it's super important with e-commerce because it's so easy to commoditize um is that the value that brand delivers is that you have higher click-through rates as in more people show interest because they have a history of good experiences with you or good word of mouth. Number two is

[10:54] YouTube https://youtu.be/qsXxckCbci0?t=647 || How To Grow ANY Business FASTER (Masterclass)
that you'll have higher repurchase rates. People will buy once and they'll continue to buy again. And number three, you'll able you'll be able to charge higher premiums for the same thing. So that means lower cost of acquisition, higher LTV because they're buying more, and higher gross profits because they're buying at premium prices. Those are very real benefits of building the big brand.

[11:12] YouTube https://youtu.be/qsXxckCbci0?t=665 || How To Grow ANY Business FASTER (Masterclass)
And so when you have these types of businesses and they are kicking off cash, that means that that is somewhere you have to continually invest to expand and reinforce the associations that you want your products to stand for, which also means what affiliates or influencers you're not going to associate with, even if they can drive quick sales. what discounts you're going

[11:29] YouTube https://youtu.be/qsXxckCbci0?t=682 || How To Grow ANY Business FASTER (Masterclass)
to choose to make or not choose to do because of what kind of brand you want to um uh demonstrate for your target audience. There's some brands that never do discounts and there's some that live and die on discounts. And so it really depends on what kind of brand you're trying to build. But you got to be specific about it and you want to be as deliberative about as you can day one.

[11:46] YouTube https://youtu.be/qsXxckCbci0?t=699 || How To Grow ANY Business FASTER (Masterclass)
And so if this is you, I think probably the most important question is how do you win? Right? The per I I'll just do this by describing the perfect e-commerce company and then you can reverse engineer what you were missing. So the perfect e-commerce company would have its own manufacturing that it makes. It would have a very trusted

[12:07] YouTube https://youtu.be/qsXxckCbci0?t=720 || How To Grow ANY Business FASTER (Masterclass)
third party or be able to ship directly out of their manufacturing facility to you know all the markets that they have. Now if they're international more likely they'll have to have international partners that do the logistics. Um but even more likely if that becomes bigger markets, they'll start creating

[12:21] YouTube https://youtu.be/qsXxckCbci0?t=734 || How To Grow ANY Business FASTER (Masterclass)
decentralized manufacturing uh in each of those markets. So they have lower shipping costs and faster uh turnaround times and faster cycles for um returning inventory. So that's we're going back to front. They make the stuff right. They have some trade secrets or unique partners that they get their ingredients

[12:38] YouTube https://youtu.be/qsXxckCbci0?t=751 || How To Grow ANY Business FASTER (Masterclass)
from or and or they have unique way of combining unique ingredients which makes them incredibly difficult to copy. They have uh great logistics in terms of pickpack ship. On top of that, they have uh a very lean team on the paid ad side that uh is a performance marketing team that is done in tandem with a team that understands brand first approach. And so

[13:01] YouTube https://youtu.be/qsXxckCbci0?t=774 || How To Grow ANY Business FASTER (Masterclass)
what does that mean? The most successful companies that persist over a long period of time in e-commerce tend to have a 7030 split in terms of how they spend their money. 70 going towards top offunnel and brand awareness and associations and only 30% going to direct to purchase. And most companies that are starting out and the vast majority of the ones that I talk to, it's basically 100% just straight to purchase. You are building a drop ship company that has no competitive mode and

[13:27] YouTube https://youtu.be/qsXxckCbci0?t=800 || How To Grow ANY Business FASTER (Masterclass)
you will always complain about the dupes and the the Chinese companies that are going to come in and undercut you because they they're in China and they have some of these other other competitive edges that you don't have, right? And so you have to know the game you're playing because if you know the game you're playing, you'll know how to win.

[13:44] YouTube https://youtu.be/qsXxckCbci0?t=817 || How To Grow ANY Business FASTER (Masterclass)
And the last piece of this kind of competitive advantage that I would have in this perfect e-commerce business, assuming they have invested that extra money to have these premium brand associations, they have strong performance marketing. Um, we then have two more components to it. One is we want strong brickandmortar retail

[14:00] YouTube https://youtu.be/qsXxckCbci0?t=833 || How To Grow ANY Business FASTER (Masterclass)
14 minutes partnerships so that you have 50,000 retail stores that are pushing your stuff out or you choose to long-term create your own pop-up stores that actually are your own. There is what's interesting is that nowadays the model has reversed. It used to be build a you know huge brickandmortar presence across

[14:16] YouTube https://youtu.be/qsXxckCbci0?t=849 || How To Grow ANY Business FASTER (Masterclass)
many many states and then start an online store. The last kind of version of that was like Lululemon that I would say that was more popular and that I can think of at least and more recently it's kind of the reverse of that. You look at like the the Gym Sharks, right? they they're almost all e-commerce and then

[14:31] YouTube https://youtu.be/qsXxckCbci0?t=864 || How To Grow ANY Business FASTER (Masterclass)
they choose to open up these flagship stores in key locations that are brand additive. Now on a on a long enough time horizon once brand awareness has been completely saturated for an e-commerce brand then you actually open up stores all over the place because you remove the cost of shipping um each of those markets because people actually go straight to the store and it increases their average order when they're in person. And so the actual cost of

[14:55] YouTube https://youtu.be/qsXxckCbci0?t=888 || How To Grow ANY Business FASTER (Masterclass)
acquiring the customer becomes rent divided by sales per month. Kind of cool. And so uh that's what happens at the ultimate scale level that many brands don't get to and some of them just choose not to do that uh because they don't want to because it's super capital intensive, right? But at some point when everybody already knows who you are, you just want to make it even easier for them to buy. And so that

[15:17] YouTube https://youtu.be/qsXxckCbci0?t=910 || How To Grow ANY Business FASTER (Masterclass)
is the ultimate version of an e-commerce brand. Um and how you do it, right? And it takes years to build that level of brand, but you can scale revenue incredibly quickly. And I'll add one last caveat, which is that you have to be an absolute savage uh email marketer. And so the amount of backend the iceberg underneath of here that exists in terms of messaging, different process flows, the campaigns that you're running,

[15:40] YouTube https://youtu.be/qsXxckCbci0?t=933 || How To Grow ANY Business FASTER (Masterclass)
attribution so that you can see your true metrics. Like these are some of the like I think some of the best marketers in the world are here. And it's because to be fair, once you have a killer product, it's, you know, backend dweebs that we're going to, you know, they're going to be working on making sure that we have enough product. You can you can

[15:55] YouTube https://youtu.be/qsXxckCbci0?t=948 || How To Grow ANY Business FASTER (Masterclass)
hire the people who can make sure the cash flow is there, all that kind of stuff. But like the best I think some of the best marketers in the world are e-commerce marketers. Oh, last thing. The product's got to be exceptional because no matter what you do, you can have all the best marketing in the entire world. If you get someone to buy it and then it sucks, doesn't matter.

[16:13] YouTube https://youtu.be/qsXxckCbci0?t=966 || How To Grow ANY Business FASTER (Masterclass)
And as you scale these businesses, the cost of acquiring customers continues to rise. And so the only thing that you have that's a compounding vehicle that can scale proportionally to increasing cost of acquisition is a referral word of mouth chain that does two things. One is repeat visitors. Like how many what percentage of your sales are customers that are coming back because they really like the product? And then number two, what percentage of those customers are

[16:36] YouTube https://youtu.be/qsXxckCbci0?t=989 || How To Grow ANY Business FASTER (Masterclass)
bringing more customers? And if you're like, well, what percentage is right? It depends on the growth rate of the business. So if you're growing by a th000% you're always going to have, you know, more new customers in the beginning. What matters more in terms of you want to make this thing sellable is you want to be able to demonstrate that you look at this new cohort, how many of

[16:52] YouTube https://youtu.be/qsXxckCbci0?t=1005 || How To Grow ANY Business FASTER (Masterclass)
them are going to come by again. If you can get 60% 70% uh to buy again after the first purchase, you likely have a product that's pretty strong. Real 17 minutes quick, I have a gift for you. This is the $100 million scaling roadmap. It's something that my team and I put 200 plus hours into building and breaking

[17:07] YouTube https://youtu.be/qsXxckCbci0?t=1020 || How To Grow ANY Business FASTER (Masterclass)
the stages of scaling into 10 steps. All right? 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 resources, and finance look like at the

[17:23] YouTube https://youtu.be/qsXxckCbci0?t=1036 || How To Grow ANY Business FASTER (Masterclass)
stage that you're currently at, this is a free gift. So all you have to do is go to aquis.com/roadmap. 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

[17:37] YouTube https://youtu.be/qsXxckCbci0?t=1050 || How To Grow ANY Business FASTER (Masterclass)
book a call. Uh, every month we have a workshop out here at my headquarters. You actually talk 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 that. And so it's one of

[17:57] YouTube https://youtu.be/qsXxckCbci0?t=1070 || How To Grow ANY Business FASTER (Masterclass)
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. So that's e-commerce. What's this puppy?

[18:10] YouTube https://youtu.be/qsXxckCbci0?t=1083 || How To Grow ANY Business FASTER (Masterclass)
So this is the the the the puppy that 78% of businesses in the United States are based on, which is big bad service. So this is a service business. My credibility with this is that I had uh six brick-and-mortar gyms uh that I scaled. Then I had a turnaround business that we flew around the country and did turnarounds. I did 30 something turnarounds over almost two years where we turned other gyms around which were service businesses then. So that was my

[18:36] YouTube https://youtu.be/qsXxckCbci0?t=1109 || How To Grow ANY Business FASTER (Masterclass)
BTOC service experience. Then I went uh online and basically built a gym consulting firm um that sold services like marketing services, um ad creation services, things like that to gym owners across uh the US and basically the English speaking world. And so I built both BTOC and B2B businesses um to uh you know I think mid30 million a year.

[18:59] YouTube https://youtu.be/qsXxckCbci0?t=1132 || How To Grow ANY Business FASTER (Masterclass)
And then now at acquisition.com we advisory practice which is a nine figure plus business. All right. And so, um, yeah, so we're very familiar with building out high quality service businesses. And so, I feel confident in saying I can help you grow yours. All right? And service businesses, um, look like this because they are slow and steady. So, if I wanted to make it a little bit more accurate, I would I would have drawn it more like a straight line because this one's taller, but I only had this much space. All right? But

[19:23] YouTube https://youtu.be/qsXxckCbci0?t=1156 || How To Grow ANY Business FASTER (Masterclass)
it's a slow and steady growth curve. So, why does it look like that? It looks like this because it's very peopleheavy. And typically a service business has people at all three two out of three or all three components of the business. So what do I mean by that? If we break a business into three chunks attraction, a conversion point and then delivery, right? If those are the three comp

[19:45] YouTube https://youtu.be/qsXxckCbci0?t=1178 || How To Grow ANY Business FASTER (Masterclass)
components of the business from an attraction perspective, that's the only one where you could have a very scalable front end. You could have just be running ads. You have content on the front end. Super scalable. Now typically if you're selling services, it's going to have a higher ticket. If it has a higher ticket, usually a person is involved. So you might have a person

[20:01] YouTube https://youtu.be/qsXxckCbci0?t=1194 || How To Grow ANY Business FASTER (Masterclass)
who's taking phone calls or meeting with customers at their homes or meeting in person in order to convert or transact. All right, close the sale. Once the customer is, you know, has transacted, now we have to deliver. And it's a service business, which means that you have people who are involved in the

[20:14] YouTube https://youtu.be/qsXxckCbci0?t=1207 || How To Grow ANY Business FASTER (Masterclass)
delivery. You do some sort of services to them. All right. Now what becomes what becomes challenging about this is that as you scale it is easier to go find more product to sell than it is to find exceptional people. Significantly harder. And if the thing you sell is people with a premium, which is what a service business is, then you have to find very good people. And very good people are even harder to find, right?

[20:38] YouTube https://youtu.be/qsXxckCbci0?t=1231 || How To Grow ANY Business FASTER (Masterclass)
And they also cost even more money. And so service businesses in general um you want to run significantly higher gross margins than the other three. Uh they typically don't run high gross margins and you want to design them in a way that do run higher gross margins because you need the padding for the inevitable volatility that exists within

[21:02] YouTube https://youtu.be/qsXxckCbci0?t=1255 || How To Grow ANY Business FASTER (Masterclass)
the business. And the volatility is a factor of when someone new comes into any function of the business, whether you're doing outbound on the front end or running ads, you're doing sales or you have delivery. If you have one sales guy, when you hire the next sales guy, he's not going to be as good as the first one because he's got to get

[21:16] YouTube https://youtu.be/qsXxckCbci0?t=1269 || How To Grow ANY Business FASTER (Masterclass)
trained up. And so, we have to be able to swallow slow down. We have to be able to deal with the padding here. We need some cushion for the pushing, if you will, um, on how much gross profit we can have here because if our conversion rate drops in half because our new sales guy's not as good, right? He's got to

[21:31] YouTube https://youtu.be/qsXxckCbci0?t=1284 || How To Grow ANY Business FASTER (Masterclass)
get up to speed in 30 days. Then we got to be able to eat that. Calm down. All right. Now, the next thing is that on the delivery side, let's say we've got one good account rep or two good account reps and and they've been with you for 5 years. Okay. Well, you finally figured out a little bit more marketing, a little more selling, and guess what?

[21:45] YouTube https://youtu.be/qsXxckCbci0?t=1298 || How To Grow ANY Business FASTER (Masterclass)
Now, we need another account rep, but they're not as good. So, now you have to worry about your reputation because they're not going to be able to deliver the same uh same scale. And so, service businesses are very easy to start because they cost nothing at the very beginning. And you literally just sell your time, which is why it's the most common business that people do start.

[22:01] YouTube https://youtu.be/qsXxckCbci0?t=1314 || How To Grow ANY Business FASTER (Masterclass)
They learn one thing and then they start doing that work for other people. Very simple. But then once it once you learn that thing, the better you get at that thing, the harder it is to get more people who are as good as you at that thing, which makes it like the more you can charge, the harder it is to get more people that you can charge that money for and still deliver that quality. This

[22:17] YouTube https://youtu.be/qsXxckCbci0?t=1330 || How To Grow ANY Business FASTER (Masterclass)
is the inherent difficulty with um service-based businesses. So, I'll give you I'll give you uh two two polar examples here. Uh a because I come from the fitness industry. So, a fitness coaching business, a gym is a service-based business, right? Um the the pros of that particular type of business is that it's easy to hire that talent because one, it's low skill, and two, many people love it. It's almost

[22:42] YouTube https://youtu.be/qsXxckCbci0?t=1355 || How To Grow ANY Business FASTER (Masterclass)
like hiring musicians. Plenty of people would do it for free. They'd coach classes for free. They're they're passionate about fitness. um where it's more difficult in that business is very hard to number one sell and number two retain customers because people don't like working out. Now on the flip side, I would say many or the vast majority of

[22:57] YouTube https://youtu.be/qsXxckCbci0?t=1370 || How To Grow ANY Business FASTER (Masterclass)
businesses are actually not like uh the fitness coaching business. The vast majority of service businesses are people doing work that other people don't want to do. And so this is the fitness coaching business is unique in that it is coaching. The vast majority of service businesses, there is no coaching. You just do the work, right?

[23:11] YouTube https://youtu.be/qsXxckCbci0?t=1384 || How To Grow ANY Business FASTER (Masterclass)
You fix the roof, you you put in the the garage, you do the accounting for them, you do the legal work, you um you build the website for them, right? So for any any of those businesses, it's actually very easy to do the sale because you say, "I'm going to give you the outcome and you don't have to do anything." Right? And so if you're actually good,

[23:27] YouTube https://youtu.be/qsXxckCbci0?t=1400 || How To Grow ANY Business FASTER (Masterclass)
almost all service businesses when they are done for you service businesses almost never, if they're any good, have a problem getting customers. the difficulty they have is hiring good talent because customers will stick because you're doing the service and they don't want to learn it and they don't want to do it and the difficulty you have is you got to teach other people to do it and do it well and so you will almost always be supply constrained um in this business model.

[23:50] YouTube https://youtu.be/qsXxckCbci0?t=1423 || How To Grow ANY Business FASTER (Masterclass)
So what are the good things about this? Um service businesses are the least risky business because you can always keep a service business profitable. So 24 minutes what do I mean by that? So outside of rent, which should be a lower cost relative to, you know, whatever your business is almost always for service

[24:07] YouTube https://youtu.be/qsXxckCbci0?t=1440 || How To Grow ANY Business FASTER (Masterclass)
with the exception of maybe like a gym um or like a med spa or something like that where you have like some capital intensive stuff, but that's less of a service business, more head medical. I won't get into it, but for the vast majority of the true humans are the are the are the labor, right? Um if revenue goes down, you can always cut headcount.

[24:24] YouTube https://youtu.be/qsXxckCbci0?t=1457 || How To Grow ANY Business FASTER (Masterclass)
I'm not saying it's pretty, but you can always stay profitable and you can always cut it all the way back down to just you doing work for money, right? And so you can always make sure as long as you are priced appropriately that you can make money in a service business. Now if you do a decent job uh for people they will tend to stick around and so it can be very stable. It's very predictable. The difficulty is like how

[24:44] YouTube https://youtu.be/qsXxckCbci0?t=1477 || How To Grow ANY Business FASTER (Masterclass)
do you triple a service business year over year over year? Incredibly hard to do especially as you get bigger and bigger. Now some of the other benefits of service businesses is they do have the potential for high margins. um it's rarer but the way that you I'll I'll tell you I'll tell you it in a second

[25:00] YouTube https://youtu.be/qsXxckCbci0?t=1493 || How To Grow ANY Business FASTER (Masterclass)
25 minutes how you can create high margins uh in a service business but they do have the potential for high margins but almost always they have high cash flow because there's not a tremendous amount of capital intensive reinvestment that must occur in a service business we don't have to buy inventory we don't have

[25:15] YouTube https://youtu.be/qsXxckCbci0?t=1508 || How To Grow ANY Business FASTER (Masterclass)
developers we have to buy I'm getting a little ahead right um but basically you sold work for 100 grand your cost on that work was 50 and then there's 50 grand left over and next month you're going to sell the same work for 100 grand and the cost you 50 and there's going to be another 50 left over and you can pocket that and so they tend to be very stable very high cash flow businesses um and I would say the majority of them if you do a decent job

[25:40] YouTube https://youtu.be/qsXxckCbci0?t=1533 || How To Grow ANY Business FASTER (Masterclass)
have pretty good retention because people don't want to learn it and they don't want to do it so what sucks about this business talent is the bottleneck right you finding good people is going to be the difficult part of this business whether you're trying to find HVAC uh technicians, plumbers, electricians, uh, on the home services

[25:57] YouTube https://youtu.be/qsXxckCbci0?t=1550 || How To Grow ANY Business FASTER (Masterclass)
side, if you're trying to find maids on the low skill side, very difficult. So all the way up it's it's always hard because even at the lowest skill, if we use maids as the as the lowest skill labor for a service business as an example, well then just finding people who speak English, show up on time, are competent, and actually do a good job

[26:14] YouTube https://youtu.be/qsXxckCbci0?t=1567 || How To Grow ANY Business FASTER (Masterclass)
cleaning um and want to work for the the the the amount of pay that uh the price the pricing uh package that you have allows for some margin is difficult. That's the hard part. If you go up a level in terms of like I would say uh you know trades then finding the tradesmen who are who are good and experienced and can do more complex work becomes difficult. So it's a more compliant uh supply constraint business.

[26:39] YouTube https://youtu.be/qsXxckCbci0?t=1592 || How To Grow ANY Business FASTER (Masterclass)
If you go white collar then you've got accountants, lawyers, management consultants, uh investment bankers, right? All of these people inquire require a ton of education, a ton of learning. And so most of those, like the ones I just mentioned, management consulting, uh, investment banking, legal, like they all have multi-year

[26:55] YouTube https://youtu.be/qsXxckCbci0?t=1608 || How To Grow ANY Business FASTER (Masterclass)
learning paths before they're really even allowed to do work on their own. And so when you have multi-year kind of gestation periods for the talent, that becomes one of the big things that sucks about the business. And I'll tell you how to fix that in a second, but that's one of the big things that sucks. Um, and often times when you have one of these businesses, the founder tends to be, not always, but tends to be one of the best technicians. And so this is a

[27:15] YouTube https://youtu.be/qsXxckCbci0?t=1628 || How To Grow ANY Business FASTER (Masterclass)
double-edged sword because you know how to do it better than everyone. And as a result, people tend to always come to you uh in order to solve the big complex problems, which makes your life big and complex all the time, which kind of sucks. Um and the last piece is that it's just slower to scale than the other three models. So what is the big problem that you have to solve with this

[27:31] YouTube https://youtu.be/qsXxckCbci0?t=1644 || How To Grow ANY Business FASTER (Masterclass)
business? If we believe that hiring, onboarding and training talent um is the so if we take the position which I do that supply or the supply of good talent is the hardest part about this business then one of the core components of your business must become your attraction as in your recruiting process. how you onboard those people and how you train

[27:57] YouTube https://youtu.be/qsXxckCbci0?t=1670 || How To Grow ANY Business FASTER (Masterclass)
them. Because if we think about a business as the difference between the the value of the inputs and the value of the outputs, that delta is where profit is created. You are creating value in the economy. And so you take raw materials, people who are underskilled, you have a way of bringing them in,

[28:11] YouTube https://youtu.be/qsXxckCbci0?t=1684 || How To Grow ANY Business FASTER (Masterclass)
adding value, giving them skills, teaching them, and then you can sell that skill set at a higher premium later. That's the idea. Now where you have a 2011 version of this is where you have three or four different people that all have different skill sets that the aggregate of three or four of those skill sets put together uh becomes even

[28:29] YouTube https://youtu.be/qsXxckCbci0?t=1702 || How To Grow ANY Business FASTER (Masterclass)
the sum is greater some of the whole is greater than the parts right you get even more gross profit and that's where this gets a little bit more interesting and so that core has to be one of the things that you do exceptionally well and if you're like we don't really do that very well in our business no that's why most service businesses don't scale and the second element that you

[28:48] YouTube https://youtu.be/qsXxckCbci0?t=1721 || How To Grow ANY Business FASTER (Masterclass)
really want to focus on is like how How many ways can you reduce your own founder technical expertise? The dependent the business's dependence on your technical expertise. How can I productize my own knowledge to such a degree? And what you have to get very good at doing is you have to get very good at teaching. Fundamentally, like if

[29:04] YouTube https://youtu.be/qsXxckCbci0?t=1737 || How To Grow ANY Business FASTER (Masterclass)
you're in a service business, you're actually in a teaching business. You have to teach your talent how to do what they do. And I think this is one of the big mess ups is people expect, oh, I'm going to train some guy in a weekend to do something that's taken me 10 years and then I'm going to get upset that he's not that good. Ridiculous, right?

[29:20] YouTube https://youtu.be/qsXxckCbci0?t=1753 || How To Grow ANY Business FASTER (Masterclass)
We have to have far more robust training for these people. But as a result, it's more front-loaded than than most people expect. But if you do that well, those people ramp up faster. They stick longer. You're able to charge longer premiums, and your reputation continues to compound over time. So, how do you win with this model? So number one is that most service businesses, especially in the beginning, is they do any kind of work for any kind of person with a pulse. Very normal. But

[29:43] YouTube https://youtu.be/qsXxckCbci0?t=1776 || How To Grow ANY Business FASTER (Masterclass)
as soon as you start to develop a little bit of business chops, you start to say, "Okay, some of these clients suck, some of these clients are great, we do a better job with this." And so you start to narrow down who your real customer should be. This happens usually in the 1 to3 million dollar range is when you start to have to make those decisions.

[29:54] YouTube https://youtu.be/qsXxckCbci0?t=1787 || How To Grow ANY Business FASTER (Masterclass)
In the beginning, you're just trying to make money. Fine. But when you really want to scale, um, like you have to start deciding what business you're really going to be in. And usually it's around, like I said, 1 to 3 million. That's when you decide what business you're really in. And then that's where you really start going on this path. But in order to do that, we have to decide on what customer we're going to really serve. And then as a result, because we

[30:10] YouTube https://youtu.be/qsXxckCbci0?t=1803 || How To Grow ANY Business FASTER (Masterclass)
have one consistent customer, we should only have one, two, three max uh consistent deliverables that we're giving. So that we can start systematizing or productizing the way that we deliver our services. So rather than everything being bespoke or just saying whatever you want, your your bra, you know, your wildest dreams is what I can deliver. Um you then say you

[30:28] YouTube https://youtu.be/qsXxckCbci0?t=1821 || How To Grow ANY Business FASTER (Masterclass)
probably want this problem solved. We solve it in one of three ways. This is the way that I think is best for you and here's how we do And then you can start driving operational efficiency within the business which then expands the gross margins. Okay. Now in order to do that operationalized bucket of things it becomes more repeatable for you to then build training process to each of those

[30:43] YouTube https://youtu.be/qsXxckCbci0?t=1836 || How To Grow ANY Business FASTER (Masterclass)
desired steps or outcomes in the systematized delivery. And so that then the systemized systematized delivery then feeds into the operational infrastructure in terms of onboarding hiring and training and talent selection on the way in. All right. And so when we do these two steps, then the next thing

[30:58] YouTube https://youtu.be/qsXxckCbci0?t=1851 || How To Grow ANY Business FASTER (Masterclass)
is that you'll end up having to replace yourself in um some level of the operations at some point so that you can lead the company. So if you were trying to win here, systematization of of delivery, selection of the avatar, being very clear about recruiting, hiring, onboarding, and training, and having

[31:14] YouTube https://youtu.be/qsXxckCbci0?t=1867 || How To Grow ANY Business FASTER (Masterclass)
very good defined career paths for your talent so they want to stay with you and not go somewhere else because they're so hard to get. And so if you're in that business, typically getting customers is not that hard. And so then we think, okay, if then we can just blow the back end out so we can have 10, 20, 30 new

[31:30] YouTube https://youtu.be/qsXxckCbci0?t=1883 || How To Grow ANY Business FASTER (Masterclass)
amazing people who are getting activated uh per month on my delivery side, I can finally the goal that you want to have is that you want to have an amazing reputation and actually get to the point in a service model where your demand is the constraint. Very rare but doable. Now in this business, where do I reinvest my capital? Right? So I said this is very high cash flow. So number one is that this is a business that you

[31:54] YouTube https://youtu.be/qsXxckCbci0?t=1907 || How To Grow ANY Business FASTER (Masterclass)
can live well throughout the entire time of doing the business, which is why I've always been a fan fan of service businesses. The the other business models that exist here, two of them, um basically the founder almost never makes any money until a point of an exit. And let's be real, exits are far rare that

[32:10] YouTube https://youtu.be/qsXxckCbci0?t=1923 || How To Grow ANY Business FASTER (Masterclass)
people try and make them out to. And so service businesses, you can kind of live your life and continue to scale your income as it goes up. Now, where do you invest your cash? So you want to invest your cash in two core places. Number one is going to be talent, meaning you want better, smarter people who are coming

[32:28] YouTube https://youtu.be/qsXxckCbci0?t=1941 || How To Grow ANY Business FASTER (Masterclass)
in. So the raw materials that are coming in, we want to increase the quality of those raw materials. Now we still have the training that we that we have, but if you're training a genius versus training a dodo bird, training the genius is still going to work better. So we want higher base level people, higher horsepower, higher intelligence. If we look at the ultimate versions of some of

[32:43] YouTube https://youtu.be/qsXxckCbci0?t=1956 || How To Grow ANY Business FASTER (Masterclass)
the the highest grossing service businesses out there, what do they all have? They have unbelievable talent machines and they attract the best and brightest, right? So, number one is that you're going to be reinvesting money into the recruiting um side of the business so you can get the best talent.

[32:57] YouTube https://youtu.be/qsXxckCbci0?t=1970 || How To Grow ANY Business FASTER (Masterclass)
The other side that you're going to be putting money into is going to be brand. 33 minutes Right? Now, brand is going to benefit in both places. One, it's going to be it's going to allow you to charge premium prices over time and it's also going to allow you to attract premium level talent because they want the association. They have their own personal brand. They want their association with your brand. Now the way

[33:14] YouTube https://youtu.be/qsXxckCbci0?t=1987 || How To Grow ANY Business FASTER (Masterclass)
that I can see um how scaled up or how progressed an entrepreneur is in the service business is actually with one metric which is what they charge. Now think about how interesting. So I'll explain why I think this is a very interesting like northstar metric. If you do a good job at what you do then you should have a supply constraint in your business because more people want your services. If more people want your services and you're supply

[33:39] YouTube https://youtu.be/qsXxckCbci0?t=2012 || How To Grow ANY Business FASTER (Masterclass)
constrained what happens? Well, if we're supply constrained and we have more demand than we have supply, what should we do? We should raise our prices. And as we raise our prices, we should increase our gross margins. And as long as we have good training and we can maintain a reputation, what happens?

[33:51] YouTube https://youtu.be/qsXxckCbci0?t=2024 || How To Grow ANY Business FASTER (Masterclass)
More customers come in, more demand, and then we can continue to raise our prices. And so, it should be a process of consistently being able to raise price over time and go after better and better avatars, better and better ICPS, if you want to use that language. Um, ideal customer profile, I think that

[34:06] YouTube https://youtu.be/qsXxckCbci0?t=2039 || How To Grow ANY Business FASTER (Masterclass)
stands for u basically the type of customer that you're going after, right? and prospects. You want better and better people who can write stroke bigger and bigger checks. And the only way to do that is to typically have the track record having done this for years and continuing to level up. And you can

[34:18] YouTube https://youtu.be/qsXxckCbci0?t=2051 || How To Grow ANY Business FASTER (Masterclass)
only do that if you're good because you have more demand than you have supply. And that's the game that you ultimately want to be in. Now, is there a a world for a lowcost service provider? Yes, with one very important caveat. You have to decide day one when you build this business that you're building it as the lowcost provider. And that doesn't mean, oh, people didn't want to buy this price. I'm going to go cheaper.

[34:41] YouTube https://youtu.be/qsXxckCbci0?t=2074 || How To Grow ANY Business FASTER (Masterclass)
It means that day one, every every decision you've made, you've made with that north star, which is that we want to be as operationally efficient as humanly possible. So, we're going to offshore all of our talent. We're going to have as much automation built into our business as humanly possible. And

[34:57] YouTube https://youtu.be/qsXxckCbci0?t=2090 || How To Grow ANY Business FASTER (Masterclass)
our primary USP or selling proposition is going to be that we are the cheapest. It is absolutely a game where you can make a lot of money, but you have to decide to be in that game day one. I have spent the vast majority of my life on the premium side, which is where I would recommend most of you go because service businesses are inherently more difficult to scale

[35:17] YouTube https://youtu.be/qsXxckCbci0?t=2110 || How To Grow ANY Business FASTER (Masterclass)
because you have to scale headcount. And so, if you're going to have 20 people that work for you, I'd rather be making a million dollars per person than making less than that. I'll just say that. I'd rather make a million dollars per person because then it'll be worth the headache that comes with the headcount.

[35:35] YouTube https://youtu.be/qsXxckCbci0?t=2128 || How To Grow ANY Business FASTER (Masterclass)
So that's shape number two. Drum roll, please. That brings us to shape number three. So quick guess, what do you think this is? This is an education, consulting, info media business. My credibility around information businesses is that I happen to own a software platform that uh allows people to start information businesses called

[35:58] YouTube https://youtu.be/qsXxckCbci0?t=2151 || How To Grow ANY Business FASTER (Masterclass)
school. Uh, and so I have access to quite literally millions of data points in terms of what makes this business work and what doesn't. I've also been somebody who's consumed a lot from the alternative education world. Um, and done a lot of studying on like what makes these businesses work because as somebody who is a continuous student of all games, especially the business game, I always want to see what makes what

[36:22] YouTube https://youtu.be/qsXxckCbci0?t=2175 || How To Grow ANY Business FASTER (Masterclass)
separates the best from the rest. Nice nice little rhyme. Um, and as somebody who's an educator in general, uh, from a YouTube content perspective, like what are the different models that exist here? Let's dive in. So, what is the shape? This shape scales faster than any other of the four shapes. You can notice that it's almost a straight line up. And so, this business makes money quickly

[36:45] YouTube https://youtu.be/qsXxckCbci0?t=2198 || How To Grow ANY Business FASTER (Masterclass)
and then it hits a hard stop or becomes very difficult uh to make it make more money from there. So, why is it shaped this way? So, one of the most difficult parts about um information or education related businesses is that there's low retention, right? If you do a good job educating someone, they graduate. Your high school isn't like, "Oh my god, I can't believe we didn't retain that kid there. The goal is not to retain them,

[37:10] YouTube https://youtu.be/qsXxckCbci0?t=2223 || How To Grow ANY Business FASTER (Masterclass)
right? The goal is to actually graduate them." Now, what's the what's the continuity program for education? Well, you go four years of high school, you go four years of college, then you have a master's degree, then you have a PhD, then you have a double PhD. So, they definitely have an ascension program, right? But the point ideally is that you provide more value uh than the cost of

[37:26] YouTube https://youtu.be/qsXxckCbci0?t=2239 || How To Grow ANY Business FASTER (Masterclass)
the education and then as a result this person now has a skill that is more valuable in the workplace, right? That you know in in the competitive environment. That's the point. So the reason that education can make so much money so quickly is that if you have a valuable skill and that that skill is unique and difficult to acquire in the marketplace, then you can charge a a big amount of money for something that actually cost you very little. cost you

[37:49] YouTube https://youtu.be/qsXxckCbci0?t=2262 || How To Grow ANY Business FASTER (Masterclass)
a lot of money and time to acquire the skill one time for you, but then you get to duplicate that skill through the education over and over again through other people. And so, I'll just use simple math here. If I can teach someone a skill that takes them from $40,000 a year to $100,000 a year, many people would pay lots of money to add $60,000 of income per year for the rest of their

[38:14] YouTube https://youtu.be/qsXxckCbci0?t=2287 || How To Grow ANY Business FASTER (Masterclass)
life. That's an unbelievable valuable proposition. So would I I mean what would someone be willing to pay for that? A lot. The education industry at large I think the last time I checked is like 10 trillion globally. It's a very big industry because if we think about an economy at large there are only two things that drive GDP gross to best product the production of the economy education

[38:38] YouTube https://youtu.be/qsXxckCbci0?t=2311 || How To Grow ANY Business FASTER (Masterclass)
and education and technology. And that's per capita right? So if if the per person what do you got? They can get more skills and they can have more tools to use those skills. That's what drives GDP. And so it's a huge driver of the economy which is why education is such a massive market. Now it's shaped this way for most businesses though because once someone graduates

[39:03] YouTube https://youtu.be/qsXxckCbci0?t=2336 || How To Grow ANY Business FASTER (Masterclass)
they leave which means that you always have to fill up the business again. And if you're good at something you usually get this quick shot up because people know you're good at it. So you can quickly charge a lot of money to a handful of people and actually deliver that value because people know you're good at that thing and then very quickly you make money but then you're like, "Oh

[39:18] YouTube https://youtu.be/qsXxckCbci0?t=2351 || How To Grow ANY Business FASTER (Masterclass)
shoot, I graduated all those people." What do I do? I got to get more customers, right? And the other side of this that is kind of bad is that once I teach someone really well how to do that thing, what stops them from selling the exact same thing that I just taught them? Almost nothing, right? And so

[39:36] YouTube https://youtu.be/qsXxckCbci0?t=2369 || How To Grow ANY Business FASTER (Masterclass)
these are some of the this is why the shape is shaped this way because more entrance if you teach more people starts putting this downward pressure. So you've got downward pressure in that people are exiting and you've got more competitors that are always entering the market because it's very easy to one create competition. Number two start an education business because it costs

[39:53] YouTube https://youtu.be/qsXxckCbci0?t=2386 || How To Grow ANY Business FASTER (Masterclass)
almost nothing if you have the skill. So what's good about this because that sounded a little bit you know negative in terms of the shape. You're like why would I want to why would I want to stop you know here right? Well the great thing is that there's fast initial cash. There's very few businesses that can get you out of, you know, poverty uh as quick as this. There's there's I

[40:13] YouTube https://youtu.be/qsXxckCbci0?t=2406 || How To Grow ANY Business FASTER (Masterclass)
would dare I say there's almost nothing that's as fast as this. And I'll tell you one thing that I've learned about humans over my many years in business is that people love fast. All right? And it's also one of the easier ones. So fast and easy, very compelling value proposition. Um and I'll give you the third value proposition. It's also cheap. So fast, easy, cheap to start.

[40:34] YouTube https://youtu.be/qsXxckCbci0?t=2427 || How To Grow ANY Business FASTER (Masterclass)
Wow. very compelling. Now, when you have something that's fast, easy, and cheap to start, what what's the downside of that? Well, lots of competitors, it's also fast, easy, and cheap for them to start. All right? And so, what sucks about this? It's difficult to scale typically past $1 to $3 million a year.

[40:50] YouTube https://youtu.be/qsXxckCbci0?t=2443 || How To Grow ANY Business FASTER (Masterclass)
Now, I think a big part of that, this is pure rule of thumb, anecdotal observation for me. It's hard because most people don't have the promotional skill to get beyond the first one to three million. And the more talented the individual is, the more difficult is it is for them to scale um the delivery. So these businesses sometimes start to bleed into service businesses, right?

[41:13] YouTube https://youtu.be/qsXxckCbci0?t=2466 || How To Grow ANY Business FASTER (Masterclass)
They have some sort of DIY, you know, do-it-yourself self self-led education thing. And then people are like, well, I'd like some teacher. I'd like some help. And so then it starts to get a little bit of crossover into services. And it starts to get some of the negative sides of services, which is, oh, now I got to train all these people to be as good as me at delivering this thing that's taken me 10 years to learn.

[41:35] YouTube https://youtu.be/qsXxckCbci0?t=2488 || How To Grow ANY Business FASTER (Masterclass)
And so people take one of two paths. They'll either say, well, I'm just not going to do that. I'm going to make it one to many forever. Which I do recommend for a lot of people. I think it's actually not a terrible idea. Um, the other option they do is they say, oh, I'm going to get a bunch of coaches or teachers, right, uh, that I'm going to teach in a weekend how to do my thing, and then I'm just going to

[41:53] YouTube https://youtu.be/qsXxckCbci0?t=2506 || How To Grow ANY Business FASTER (Masterclass)
outsource all the work to them. But if the thing that you have is so valuable that you charge so much money for it, if you could teach someone in a weekend to teach it, you're either not selling something that's that valuable or you're lying about the fact that they're actually as good as you. And so the analogy that I have for this is imagine

[42:10] YouTube https://youtu.be/qsXxckCbci0?t=2523 || How To Grow ANY Business FASTER (Masterclass)
I have the world's best uh milk. All right? The world's freshest milk. And let's assume that you have no dairy dairy issues. You're just a good oldfashioned, you know, Wisconsin boy. All right? You can just drink your dairy. Now, let's say that I have 10 customers and I only have one glass of milk. So, I have two options. Option one

[42:28] YouTube https://youtu.be/qsXxckCbci0?t=2541 || How To Grow ANY Business FASTER (Masterclass)
is I can do 10 shot glasses and I can pour the milk into those shot glasses. Option two is I can have glasses of the same size that are all filled with water and I put a shot glass worth in each of them. So, I give you this much of a shittier milk or I give you a much smaller amount of the same quality.

[42:45] YouTube https://youtu.be/qsXxckCbci0?t=2558 || How To Grow ANY Business FASTER (Masterclass)
Which one would you rather have? In my opinion, most people would rather have a smaller amount of a good thing than a larger amount of a bad thing. To me, this is what the vast majority of businesses choose to do by saying, "Oh, I'm going to hire this person. I'm going to train them for 5 hours and then I'm going to sell the services at the same

[43:00] YouTube https://youtu.be/qsXxckCbci0?t=2573 || How To Grow ANY Business FASTER (Masterclass)
43 minutes price that I sell for myself for this person." So, then they get this very diluted thing. Now, what happens here? Your reputation starts to take a hit. And so, you you started getting word of mouth and that stops happening because you're not teaching as well, because they're not teaching as well, because they're not as good as you. On the other

[43:16] YouTube https://youtu.be/qsXxckCbci0?t=2589 || How To Grow ANY Business FASTER (Masterclass)
hand, these businesses where the the main educator also learns some skills with promotion. Um those people because they just continue to dilute down access, the rate of you diluting down access is almost always proportional with how good you are. And so if you have the best milk in the world, you can actually give that tiny shot, the

[43:32] YouTube https://youtu.be/qsXxckCbci0?t=2605 || How To Grow ANY Business FASTER (Masterclass)
tiniest shot, and it's still good and better than one guy who's mediocre giving 100% of his attention. And so one of the interesting things about this model um is that with technology technology has de democratized has made it even access um for people to get educated and when you have democratized access you often will have consolidated um production meaning if you're the best

[43:59] YouTube https://youtu.be/qsXxckCbci0?t=2632 || How To Grow ANY Business FASTER (Masterclass)
in the world you get to do it for everyone. So what sucks? Easy to easy to easy to compete. So it's double-edged sword, right? Many competitors. You also create your competition when you educate them. Retention is almost nothing. And growth relies on almost constant marketing. And uh and then you always have a little bit of reputational risk if you're not good

[44:20] YouTube https://youtu.be/qsXxckCbci0?t=2653 || How To Grow ANY Business FASTER (Masterclass)
at ops, which is a totally different skill set than education. Um where you can actually scale the other components of the business. And so reputation can take a a hit. And that's why many businesses can shoot up quickly and either they fizzle out and they become what I call offer hoppers. So they just come up with a new thing every year that $100M Offers: How To Make Offers So Good People Feel Stupid Saying No (Hardcover) acquisition.com

[44:36] YouTube https://youtu.be/qsXxckCbci0?t=2669 || How To Grow ANY Business FASTER (Masterclass)
they're selling uh from an education perspective. That is a way to do it. I don't think it's the way of life that I would prefer to live but some people do that. Uh the alternative is that they just kind of putter along at that same level and they just get new people in the old people leave and that's just what they do and it's very difficult for

[44:52] YouTube https://youtu.be/qsXxckCbci0?t=2685 || How To Grow ANY Business FASTER (Masterclass)
them to scale scale. So what's the big problem that you have to solve if you have this business? Number one, and this is the this is the nasty one, but it's the reality is that you have to find a way to create stickiness in a fundamentally unsticky model. All right? Meaning, how do we create revenue retention in an education business? So I'm going to give you a couple of tactical strategies for this.

[45:14] YouTube https://youtu.be/qsXxckCbci0?t=2707 || How To Grow ANY Business FASTER (Masterclass)
So number one is that you want to have some component of the business that's consumptionbased. All right? So if we look at if we were to teach someone a core skill, right? There's going to be some components that need to be refreshed. If I teach you how to run ads, you're going to need something on a regular basis. What's that? Creative.

[45:30] YouTube https://youtu.be/qsXxckCbci0?t=2723 || How To Grow ANY Business FASTER (Masterclass)
So, maybe I sell you a one-time price that's significantly more expensive on how to run ads and then my recurring price for the the creative might be lower, right? Um, a different version of this is I'll teach you uh this education, but you probably want a community to be with other people on. That's what school.com is about, right? Okay. And I'm a co-founder of that company, which is a different one of these models that I'll get to in a second. Well, it's the only one that's left, but maybe I maybe I'm

[45:56] YouTube https://youtu.be/qsXxckCbci0?t=2749 || How To Grow ANY Business FASTER (Masterclass)
sh I'm sharing too much. Um, so people want community, but let's be real, community is less valuable than education is. And so where people get into trouble is they say, "Oh, uh, I will charge $25,000 for this education, and that might be appropriate." And so then they make a payment plan where they

[46:12] YouTube https://youtu.be/qsXxckCbci0?t=2765 || How To Grow ANY Business FASTER (Masterclass)
say, "You have to pay $2,000 a month or whatever to to to to pay for this education." Fine. But the first payment of that $2,000 so amazingly worth it because they just got this $25,000 thing. They got this education upfront. But the day before I know how to do math, knowing how to do math is unbelievably valuable. The day after I know how to do math, the value of a math

[46:32] YouTube https://youtu.be/qsXxckCbci0?t=2785 || How To Grow ANY Business FASTER (Masterclass)
course is approximately zero. And so now I'm paying $2,000 a month for a community which is not as valuable as what a community is worth. And so when you're looking at a product offering, especially within education, we have to think what components of this are consumed on a regular basis. communities consumed on a regular basis. If I taught

[46:49] YouTube https://youtu.be/qsXxckCbci0?t=2802 || How To Grow ANY Business FASTER (Masterclass)
someone how to do 3D printing and I said, "Hey, these are the the hot items that are that are trending right now for 3D printing and I do that research and I deliver that list every single week." That's consumable. We have to think about what are the elements of this and that's on a uh you know, if we're if we're if we're teaching someone how to do anything, right? Um elements of the

[47:06] YouTube https://youtu.be/qsXxckCbci0?t=2819 || How To Grow ANY Business FASTER (Masterclass)
business that are consumable and then there's some elements of the business that are onetime. the appropriate billing structure is very high high price price to value for the onetime thing that is inherently valuable but has no recurring and then make sure the recurring elements of the business are also appropriately priced which might be significantly lower and this is what

[47:21] YouTube https://youtu.be/qsXxckCbci0?t=2834 || How To Grow ANY Business FASTER (Masterclass)
gave birth to the the little ism that I have which is big head long tail um and typically it also leans into psychological bias of hey I just paid a lot of money for this thing why would I cancel this recurring subscription just to maintain my my skill set here now the two more elements that you can add in

[47:37] YouTube https://youtu.be/qsXxckCbci0?t=2850 || How To Grow ANY Business FASTER (Masterclass)
terms of stickiness can um uh discount buying which is that if you have a lot of people who are buying paint brushes because you taught them how to paint. If you say hey if you buy you know I have this collective buying power and so I will give you you will get discounts on your materials that are half or in excess of my subscription price it's highly likely that people will be uh people will stick on your thing because it's very clear ROI for

[48:01] YouTube https://youtu.be/qsXxckCbci0?t=2874 || How To Grow ANY Business FASTER (Masterclass)
them. They save more than they spend so they'll keep doing it. And so the other component that you can add in from a stickiness perspective is continued education. So some of the most valuable companies in the education space are actually adult continued education. Meaning, oh, I'm a nurse. I need to get these continued credits. I need to keep up uh with the up-to-date technology.

[48:20] YouTube https://youtu.be/qsXxckCbci0?t=2893 || How To Grow ANY Business FASTER (Masterclass)
And think of news as the thing. So what's the news in the industry? What are the new techniques? What are the new tools uh that I can teach on a consistent basis so this person can stay up to speed? And again, the amount that you have to pay to become a doctor versus the amount that you have to pay to stay a doctor significantly different. You might have to pay

[48:37] YouTube https://youtu.be/qsXxckCbci0?t=2910 || How To Grow ANY Business FASTER (Masterclass)
$250,000 to become a doctor and $3,000 a year for your continued credits. All right? And so, make sure that the pricing is appropriate to the value that's being provided. All right? So, that is the that is the problem um that you have to solve within that business. And so, how do we actually win in the model? One is we split out the value to make sure that we're charging appropriately for the one-time thing versus the recurring thing. We add the

[48:57] YouTube https://youtu.be/qsXxckCbci0?t=2930 || How To Grow ANY Business FASTER (Masterclass)
consumable components to the recurring elements of the business. Uh we want to use the cash engine that we get from the one-time purchases to fund uh one acquisition and most importantly and this is the biggest one of all brand. And you might notice this as a recurring theme here, but how can you defend against the low barrier entry

[49:22] YouTube https://youtu.be/qsXxckCbci0?t=2955 || How To Grow ANY Business FASTER (Masterclass)
uh you creating your competition? How do you defend against that brand? And in all of these models, I think the one that is the most impacted by it's tough to even say that because they're all impacted by brand. This one also is impacted by brand a lot. Um is is is education, right? Why are people willing to pay to go and take calculus at Harvard versus calculus at CCBC and pay

[49:46] YouTube https://youtu.be/qsXxckCbci0?t=2979 || How To Grow ANY Business FASTER (Masterclass)
$2,000 versus $200,000? Why are they willing to pay that difference? Because of the brand, right? That is why. And so that brand association also becomes another value ad to the person because that brand actually approximates for a decrease in risk an increase in likelihood that they will get the education that they ultimately want.

[50:07] YouTube https://youtu.be/qsXxckCbci0?t=3000 || How To Grow ANY Business FASTER (Masterclass)
right now Harvard because it's you know becomes a stamp in and of itself which is a little bit different but that is the ultimate direction you want to go in is that when your brand is so good that when people know that they have been educated by you that that actually confers value to them for whatever they're trying to do next so you might

[50:23] YouTube https://youtu.be/qsXxckCbci0?t=3016 || How To Grow ANY Business FASTER (Masterclass)
have heard of konl which is a um uh cooking school right and if someone's like I'm a cordon blue chef then you're like oh well there there you go cordonlue or whatever they say all right um if you if you uh are one of their chefs, then you're more likely to get a job afterwards because they have a good reputation for for delivering good chefs. So what does that mean they get to do? They get to charge more for the education that they have because their

[50:48] YouTube https://youtu.be/qsXxckCbci0?t=3041 || How To Grow ANY Business FASTER (Masterclass)
people are more successful, right? And so that is how you win in this model. And if you're in a BTOC setting, so you sell a consumer skill or education, so you teach them how to cook, you teach them how to paint, you teach them how to skateboard, you teach them how to 51 minutes whatever, right? In that business model, the best way to be successful is to be really good.

[51:08] YouTube https://youtu.be/qsXxckCbci0?t=3061 || How To Grow ANY Business FASTER (Masterclass)
If you're really good at skateboarding, people want to know learn how to do ollies from you. Even if many people could do an ollie, they will want to learn it from you. Because humans have this very interesting phenomena, something that I've I've thought a lot, which is that we have like this overkill

[51:23] YouTube https://youtu.be/qsXxckCbci0?t=3076 || How To Grow ANY Business FASTER (Masterclass)
bias. So what does that mean? If I want to buy a jacket, I want to see that the jacket is still warm on Mount Everest because I think, okay, if it's cold, if it's warm, if it's still warm on the top of Mount Everest, it'll probably keep me warm from my car to the door, right? And to the same degree, they do the same

[51:40] YouTube https://youtu.be/qsXxckCbci0?t=3093 || How To Grow ANY Business FASTER (Masterclass)
thing within education. I I want to go to Tony Hawk, who's a skateboarder for those of you who are born under a rock. Um, first 900. Shout out to Tony. Um, I want Tony Hawk to teach me how to do an ollie. Now, how many skateboarders could probably teach you to do an ollie? A ton. But if you're going to if you had your brothers, if you had your pick, who would you pick? The best guy. So, one of the best branding strategies that you

[52:05] YouTube https://youtu.be/qsXxckCbci0?t=3118 || How To Grow ANY Business FASTER (Masterclass)
can have is real world proof, right? Why does why does the ACQ business content do I would say disproportionately better than many other quote business educators? Well, one I think that I, you know, tried to do a good job on on the stuff, but I think the other just reality of is it like, well, people didn't pay attention as much to my stuff until I had a $4,600 exit. And then all of a sudden, people like, oh, you know, stuff might be pretty good. And then people just paid more attention. You

[52:29] YouTube https://youtu.be/qsXxckCbci0?t=3142 || How To Grow ANY Business FASTER (Masterclass)
could have the exact same education if you took everything that Warren Buffett has taught between every single public appearance and you turned it into a course and you said how to invest for the long term. How many people would want to buy it? Probably not that many. You could make it even better than Warren Buffett. all of his stuff. The only thing you forgot to do was build Berkshire Hathaway that did $89

[52:50] YouTube https://youtu.be/qsXxckCbci0?t=3163 || How To Grow ANY Business FASTER (Masterclass)
billion in profit last year. That's what you forgot to do starting at age seven and doing it for like a hundred years almost literally. All right. And so he has the world real world proof. And so if you want to win in education, the best way to start is be better than everyone. And if you're like, well, how easy for you to say? Yes, easy for me to say, hard for me to get here, right? And I'm not saying I'm better than everyone. I'm

[53:12] YouTube https://youtu.be/qsXxckCbci0?t=3185 || How To Grow ANY Business FASTER (Masterclass)
just saying that as there are levels to the game and you will be you will be truncated you will be capped by how good you are because that will have a direct correlation to the amount of brand association that you will be able to get the amount of credibility that you have. So if you want to get if you want to have a bigger brand and you want to get into education, my my two cents is even

[53:34] YouTube https://youtu.be/qsXxckCbci0?t=3207 || How To Grow ANY Business FASTER (Masterclass)
though it is easy, fast uh uh and and cheap to start, the real way to win is to take the much longer time path of proving that you're very good or one of the best at the thing. And then when you do decide to start educating people, they will listen to you immediately and they will not question why you're more expensive. They will not question uh whether or not you can do it. you will pay down all of the

[53:59] YouTube https://youtu.be/qsXxckCbci0?t=3232 || How To Grow ANY Business FASTER (Masterclass)
biggest risks within this business. And you pay it down doing the one thing that the rest of your competition won't do, which is be patient and do the work. Which brings us naturally to number four. I wanted to make a crude comment about SAS and ass. Well, there you go. SAS and ass. Um uh so what is the shape of this

[54:18] YouTube https://youtu.be/qsXxckCbci0?t=3251 || How To Grow ANY Business FASTER (Masterclass)
business and why is it this shape? So software starts the slowest because you have to put a lot of capital in. You have to put people together and you have to have people code for extended periods of time. Not really sure if people actually even like the thing and if they do like the thing. How long does it take for it to actually do all the functions

[54:34] YouTube https://youtu.be/qsXxckCbci0?t=3267 || How To Grow ANY Business FASTER (Masterclass)
that you have in your mind uh for it and so this takes you know for in the beginning you know not that long ago it took many years. Um and it still takes time now even with the vibe coding world. I still real talk have yet to see a truly vibecoded from a toz business uh that is like a hundred million dollars a

[54:50] YouTube https://youtu.be/qsXxckCbci0?t=3283 || How To Grow ANY Business FASTER (Masterclass)
year and I even you know we had a conversation with Amjod who's replet CEO one of the the key uh I think they're at 150 million or something like ARR u in a very short time period we had a conversation um about uh people who use Replet to vibe code software and interestingly I think he mentioned one or two examples and they have like lots

[55:14] YouTube https://youtu.be/qsXxckCbci0?t=3307 || How To Grow ANY Business FASTER (Masterclass)
lots and lots and lots and lots of customers of like $1 million businesses, $2 million businesses that use the vibe coded software. And so I think that it is getting better and better. Um, is it there yet? I think it has struggled to have the robustness of I'll just call it manual or humanbased software, but I think that will get fixed in time and probably relatively quickly. But for right now, it still does take time and takes years uh to make a truly good

[55:39] YouTube https://youtu.be/qsXxckCbci0?t=3332 || How To Grow ANY Business FASTER (Masterclass)
product that is also scalable. So sure, maybe you can sell it to a handful of people, but can it support a million users? Not currently. The vibe coding wrong. But it's shaped this way because taking out vibe coding for a moment. Once you do have product market fit, the way that Y Combinator describes this is that getting product market fit is like pushing a boulder up the hill. And once you have it, it's like chasing uh

[56:01] YouTube https://youtu.be/qsXxckCbci0?t=3354 || How To Grow ANY Business FASTER (Masterclass)
getting chased by the boulder on the other way down, right? Is that you're chasing after this because you have so much more demand um than you can even handle. and like the wheels come flying off. So it's shaped this way because it's hard to build a good product. Engineering is especially good engineers incredibly expensive. You have to front that capital because you have no income, right? Think about this. The rest of

[56:21] YouTube https://youtu.be/qsXxckCbci0?t=3374 || How To Grow ANY Business FASTER (Masterclass)
these businesses, you can get pretty close to bootstrapping SAS. The reason there is such a big venture capital industry is because it costs money, millions of dollars to get the level of talent required to make great products um in engineering. And you have to front that for like a year, sometimes two

[56:37] YouTube https://youtu.be/qsXxckCbci0?t=3390 || How To Grow ANY Business FASTER (Masterclass)
years before you even turn a dollar, right? And definitely not enough dollars to make it profitable. And so you have this very long, very unprofitable runway. And so as a result of all the businesses I just described, the fewest number of businesses are here are in software and it's because the barriers

[56:53] YouTube https://youtu.be/qsXxckCbci0?t=3406 || How To Grow ANY Business FASTER (Masterclass)
to entry are higher. Now vibe coding, things like that have made it easier. More people are coding now. Some engineers can there's coding boot camps plus vibe coding where people can do components of their job with it. And so it's becoming more democratized. That being said, it's still between the other three way fewer people here compared to the other ones.

[57:12] YouTube https://youtu.be/qsXxckCbci0?t=3425 || How To Grow ANY Business FASTER (Masterclass)
But it is shaped this way because once you have product more fit, you can go to the sky because it is the most scalable of all four business models. Once you have it, again, that's the hard part. So what's the great part about it? U infinite scale, incredibly high gross margins. Uh once you have it, if done well, if done well, very sticky revenue.

[57:32] YouTube https://youtu.be/qsXxckCbci0?t=3445 || How To Grow ANY Business FASTER (Masterclass)
The vast majority of people who build software don't have sticky revenue, but if done well, can be incredibly sticky because it gets integrated into someone's workflow. Um and you can have huge enterprise value long term. So why do software companies have such high valuations? Um one person can exit it

[57:49] YouTube https://youtu.be/qsXxckCbci0?t=3462 || How To Grow ANY Business FASTER (Masterclass)
because somebody else can own the product and the customer can have the exact same experience. So there's almost no risk at point of sale if all the other metrics of the business are there. Number one. Number two, the components that drive valuation are outside of that core component of software is going to

[58:04] YouTube https://youtu.be/qsXxckCbci0?t=3477 || How To Grow ANY Business FASTER (Masterclass)
be gross margin and growth rate. So how much gross margin do we have and how quickly are we growing? Now the third element of this growth rate which almost always happens at scale gets factored in is going to be revenue retention. So of course you can go from 0 to$10 million very quickly because you can just sell a lot of people something and you'll have high growth rate, high gross margins.

[58:21] YouTube https://youtu.be/qsXxckCbci0?t=3494 || How To Grow ANY Business FASTER (Masterclass)
But if the customers are leaving, we have no stickiness. We have no we and this is where many people who come from this world in the information education world or services world uh or even e-commerce world, they say, "Oh, this shouldn't be hard. I can have an infinite backend. I'll just cobble some

[58:36] YouTube https://youtu.be/qsXxckCbci0?t=3509 || How To Grow ANY Business FASTER (Masterclass)
stuff together. I'll get an outsourced developer and we'll we'll go sell the thing." The problem is this business looks identical to this business, the information business, until you have revenue retention. Real So that becomes the priority in this business. And I'm getting ahead of myself. So I'll tell you how to do that in a second. So let me tell you what sucks about this because I just told you, oh the infinite scale, lots of money, huge enterprise

[59:06] YouTube https://youtu.be/qsXxckCbci0?t=3539 || How To Grow ANY Business FASTER (Masterclass)
value, lots of gross margins. Why does it suck? Very slow start. Founders often quit early, very high burn in terms of cash before you start having money. And even when you do make money, you're still burning more than you're making because because of how software works because of its infinite scale, the vast

[59:22] YouTube https://youtu.be/qsXxckCbci0?t=3555 || How To Grow ANY Business FASTER (Masterclass)
majority of people are not willing to pay a lot of money for it. So if you think about how much uh even enterprise software costs, it might cost a few hundred,000 a year, but compared to the expenses that an enterprise actually spends on other costs, it's nothing, right? It feels high to the software

[59:38] YouTube https://youtu.be/qsXxckCbci0?t=3571 || How To Grow ANY Business FASTER (Masterclass)
company, but it's nothing compared to how much the enterprise actually spends. And on a consumer level, you know, the amount that you have to do to get $9 a month from a person speaking from experience is a lot, right? Think about think about Netflix, which is a combination of media and kind of software. They have to make the entire they have to entertain the world and

[59:59] YouTube https://youtu.be/qsXxckCbci0?t=3592 || How To Grow ANY Business FASTER (Masterclass)
make worldclass, you know, shows. They have to make The Witcher. They have to make they have to make these unbelievable shows just so they can get their $10 a month. and they go to 13 and people like, I'm leaving, right? Outrageous. $13. Where are these what are these people talking about? Right? And so people's willingness to pay because they know there's almost no incremental cost is very low, which means you have to have tremendous volume

[1:00:25] YouTube https://youtu.be/qsXxckCbci0?t=3618 || How To Grow ANY Business FASTER (Masterclass)
to actually make real money. Now, the advantage is it can handle that volume, but it sure as hell is hard to get 100 million customers, right? And so it can become very emotionally difficult uh for this long period of time where it basically never makes money. And so then you have dependency on VCs or you have to just watch your bank account go down month after month after month uh in order to maintain as much equity as you

[1:00:49] YouTube https://youtu.be/qsXxckCbci0?t=3642 || How To Grow ANY Business FASTER (Masterclass)
can so you don't dilute yourself to the point where finally it does succeed and you own 4% of the business and that there's more you know scar stories behind that than than I can possibly tell you. So what's the problem that you have to solve? Number one is you have to survive their early years before product market fit. This is the biggest issue.

[1:01:08] YouTube https://youtu.be/qsXxckCbci0?t=3661 || How To Grow ANY Business FASTER (Masterclass)
Um, and this is where marketers basically just can't do software. It's just like it's it's incredibly hard for them to do because they want to market. They want to sell it. But in order for this thing to actually become big, you have to make sure that people want it and keep wanting it. They have to stick.

[1:01:24] YouTube https://youtu.be/qsXxckCbci0?t=3677 || How To Grow ANY Business FASTER (Masterclass)
And so, not only do they have to buy, they have to keep using it. And so, that is the hardest part of doing it. I was listening to an interview by the Dropbox uh founder and he was talking about how he used to pay people from Craigslist to come in and just use his product in front of him and he said the first time

[1:01:39] YouTube https://youtu.be/qsXxckCbci0?t=3692 || How To Grow ANY Business FASTER (Masterclass)
they did it, five out of five people who used it didn't upload a file because they couldn't figure it out. And so that is the kind of just raw work you have to keep doing and it's like maybe it takes them another three weeks or four weeks to get the next user flow uh going and then they have to get more people in front of them and then those people

[1:01:55] YouTube https://youtu.be/qsXxckCbci0?t=3708 || How To Grow ANY Business FASTER (Masterclass)
still don't figure it out and you keep doing that until eventually like oh my god they uploaded a file and then from there we're like okay well now they didn't come back So then we have to fix that loop and so there's many loops that have to get completely lubricated within the user experience of the business so they can actually deliver core value and you have to do

[1:02:10] YouTube https://youtu.be/qsXxckCbci0?t=3723 || How To Grow ANY Business FASTER (Masterclass)
that as fast as humanly possible. And so within the software world, there's a great interview or a presentation that uh the head of growth uh at Facebook said and he drew this line and he said people think growth looks like this. He said growth actually looks like this. So what does he mean by that?

[1:02:32] YouTube https://youtu.be/qsXxckCbci0?t=3745 || How To Grow ANY Business FASTER (Masterclass)
He means that users start, they get activated and then they never turn. That is what growth looks like. Because if you can retain a certain percentage of customers forever, then it means all you do is you can just keep filling in the front end, but then that base level just keeps sticking and growing and growing

[1:02:47] YouTube https://youtu.be/qsXxckCbci0?t=3760 || How To Grow ANY Business FASTER (Masterclass)
and growing. And that is how software companies become incredibly valuable. So the biggest problem you have to solve is number one making a product that people want to buy and number two making sure that they keep buying it, they keep coming back, they keep spending money on it. That's the issue. And so on a

[1:03:04] YouTube https://youtu.be/qsXxckCbci0?t=3777 || How To Grow ANY Business FASTER (Masterclass)
consumer side, if you're keeping over 60% um by the end of the year from logos perspective, ideally over 100% from a revenue perspective, that becomes an incredibly valuable business. And so what do I mean the difference between I'm going to get a little bit softery, but logo turn versus revenue. Um so

[1:03:20] YouTube https://youtu.be/qsXxckCbci0?t=3793 || How To Grow ANY Business FASTER (Masterclass)
revenue retention is if I have 10 customers that pay me $10 a month, that means that I'm making $100 a month. A year later, am I still making $100 a month from those initial customers? Now, I might have lost a few of those customers, but if some of those other customers spend more money because we build our software in such a way that we have the opportunity for them to spend more. If we have more than $100 from those original customers, we have 100% or greater revenue retention. That's the

[1:03:45] YouTube https://youtu.be/qsXxckCbci0?t=3818 || How To Grow ANY Business FASTER (Masterclass)
game you want to be in. And that works the same for consumers as it does for uh software, sorry, for uh for enterprise sales, for B2B. So, all the way through. Now, it tends to be easier to have stick on enterprise customers because they're willing to incur more costs. uh switching costs are higher for them

[1:04:01] YouTube https://youtu.be/qsXxckCbci0?t=3834 || How To Grow ANY Business FASTER (Masterclass)
whereas consumers it's harder but there's a whole hell of a lot of them so how do you win in software or in SAS number one you have to obsess over product quality and customer feedback you have to be absolutely customer obsessed so at school for example so we own a software platform um we have 20 million users right so kind of you know kind of legit um pretty you know people think

[1:04:27] YouTube https://youtu.be/qsXxckCbci0?t=3860 || How To Grow ANY Business FASTER (Masterclass)
it's people think it's a big deal um So in order to do that you have to be absolutely militant. And one of the interesting things about this is that it's not that you listen to the customers that you give customers everything they want because the c customers will uh hang themselves with their own requests, right? And so if you

[1:04:43] YouTube https://youtu.be/qsXxckCbci0?t=3876 || How To Grow ANY Business FASTER (Masterclass)
just keep feature adding, feature adding feature adding uh you end up building a Frankenstein that no one can make their way through, right? Right? And so you have to be incredibly diligent in terms of what features we really think are going to be worth the the cost of the user experience that we're adding in

[1:04:58] YouTube https://youtu.be/qsXxckCbci0?t=3891 || How To Grow ANY Business FASTER (Masterclass)
complexity. And so complexity is the antithesis of this of of elegance, right? And so when you add more stuff, it almost always adds complexity unless you have exceptional product design. And that you can only do with just tons of loops of iteration of thinking time and intelligence um and feedback to make it.

[1:05:18] YouTube https://youtu.be/qsXxckCbci0?t=3911 || How To Grow ANY Business FASTER (Masterclass)
It's kind of like sanding off the edges. Um, and it's the tiny little details that make software work. So, two companies can have the same core problem that they're solving, but the level of quality that they can approach it with is so much greater um with that. So, next one is uh in terms of the the way you win in this. So, you have to retain the customers. Uh, the next one is you have to have some sort of viral component to the business. We want to

[1:05:44] YouTube https://youtu.be/qsXxckCbci0?t=3937 || How To Grow ANY Business FASTER (Masterclass)
have a loop um to this so that when we bring one customer they bring 1.1 right they get an extra customer in the door for us because at the ultimate scale especially with software that tends to be lower priced um it becomes very difficult to use paid ads as your primary way of acquiring customers uh

[1:06:01] YouTube https://youtu.be/qsXxckCbci0?t=3954 || How To Grow ANY Business FASTER (Masterclass)
and so you you can absolutely use paid ads uh as a way to get customers but you need to have some viral loop that over time can continually compound down the cost of acquisition and so like Facebook would have had to spend gazillions of dollars. They spent for sure a lot of money to acquire customers. But the key component that they knew is that if they

[1:06:18] YouTube https://youtu.be/qsXxckCbci0?t=3971 || How To Grow ANY Business FASTER (Masterclass)
could spend to acquire one, they could get two more or whatever their viral coefficient was um to come afterwards. So that takes that cost and then divides it by three because two other customers, but then those customers get two other customers and it continues to proliferate, right? Chat GBT was able to

[1:06:31] YouTube https://youtu.be/qsXxckCbci0?t=3984 || How To Grow ANY Business FASTER (Masterclass)
get to a million users in a week because of virality, because of strong word of mouth. The other way um that I would I would note is that software is a quality over quantity game when it comes to talent. There absolutely are 10x and 100x extra to engineers. They also tend to cost 10 or 100x the price. And so you have to be willing to spend a huge amount of money

[1:06:51] YouTube https://youtu.be/qsXxckCbci0?t=4004 || How To Grow ANY Business FASTER (Masterclass)
for way better talent. The difficulty is if you've never built software before to have the perspective from which to make the judgment on that talent. 1 hour, 7 minutes And so this is where you becoming educated or you being very good in and of yourself or getting your a strong technical co-founder uh can be important

[1:07:07] YouTube https://youtu.be/qsXxckCbci0?t=4020 || How To Grow ANY Business FASTER (Masterclass)
for having a good filter for who really has the chops to code and always building with the end in mind of like we need to build this thing with scalable code, good documentation from day one. Um so that this thing can really rip once we have product market fit and our viral coefficient um figured out. And then the loops where we get return

[1:07:26] YouTube https://youtu.be/qsXxckCbci0?t=4039 || How To Grow ANY Business FASTER (Masterclass)
loops, we get uh referral loops, we have you know upgrade loops, all the different loops that have get built into the user experience. We've removed all the friction from them. And I'll leave you with one final thing from design which is the way you make an exceptional product is that you cannot actually make something good. What you do is you find a good outcome that everybody wants.

[1:07:50] YouTube https://youtu.be/qsXxckCbci0?t=4063 || How To Grow ANY Business FASTER (Masterclass)
That's the easy part. And that you remove all friction between where someone is and them getting that outcome. That is what good software does. And so if you think about all the benefits that come with having a phone and you remove all the friction associated with that, you get an iPhone. That's what Steve Jobs did so brilliantly. He looked at what everyone wants with a phone and said, "How can I make it so it's so easy that a child,

[1:08:14] YouTube https://youtu.be/qsXxckCbci0?t=4087 || How To Grow ANY Business FASTER (Masterclass)
literally babies, people who don't speak English, can figure out how to use the device and get what they want out of it and they can do it immediately. That is how good software is built. It's by the removal of friction. If you remove everything that sucks about getting what someone wants, by default,

[1:08:29] YouTube https://youtu.be/qsXxckCbci0?t=4102 || How To Grow ANY Business FASTER (Masterclass)
you will have something good. So, the reason I wanted to go over these in so much depth is that every business has features and bugs like I I said earlier. And one of the big mistakes that I'll see businesses do at different levels, and I'm talking not just like, you know, a million or 10 million, but I see $30 million, $50 million, $100 million

[1:08:46] YouTube https://youtu.be/qsXxckCbci0?t=4119 || How To Grow ANY Business FASTER (Masterclass)
businesses um come and come with similar issues, which is their complaint will be a core feature of the business and they will say there's something wrong with my business because I'm struggling with supply chain issues. I'm struggling with cash flow as we're scaling too quickly or I'm really supply constrained because

[1:09:02] YouTube https://youtu.be/qsXxckCbci0?t=4135 || How To Grow ANY Business FASTER (Masterclass)
it's really hard to find good people or you know what, you know, getting customers is tough. like ad spend is is going up and it's costing me more to get customers every single year and ads don't really work like they used to or you know it's really expensive to do this company and we're burning a ton of

[1:09:17] YouTube https://youtu.be/qsXxckCbci0?t=4150 || How To Grow ANY Business FASTER (Masterclass)
money and we're just hoping we can make it to our next round but we're not keeping customers as long as we really need to. We're not hitting our revenue retention goals. Every one of these business has features. All right, these are the core hairy problems that make these businesses these businesses. And so as soon as you can identify one

[1:09:33] YouTube https://youtu.be/qsXxckCbci0?t=4166 || How To Grow ANY Business FASTER (Masterclass)
there's nothing wrong with your business. This is the core struggle that creates the model that you chose to get into. And so if you know that the flip side is that the what's hard for you is hard for somebody else, which means that if you conquer that problem, you unlock huge amounts of enterprise value. And so the way that I think about this when I'm approaching these problems is how much enterprise value will I unlock if all of

[1:09:58] YouTube https://youtu.be/qsXxckCbci0?t=4191 || How To Grow ANY Business FASTER (Masterclass)
a sudden my service business I can get two people up to speed per month? Well, if I got two people up to speed per month, I might add $10 million enterprise value or $50 million in enterprise value to my business. Okay. Well, if that were the case, am I willing to dedicate $100,000 of resources, $500,000 of resources and time to solve that $50

[1:10:20] YouTube https://youtu.be/qsXxckCbci0?t=4213 || How To Grow ANY Business FASTER (Masterclass)
million problem? Hell yeah, I am. And so once once you can appropriately appreciate the value of the hairy problem that you're trying to solve, you can then put the right resources towards solving it rather than constantly questioning yourself and thinking, "Oh, there must be something wrong with my business." And I think just having that level of clarity of there's nothing wrong. This is the problem that I get to solve. This is what the marketplace will

[1:10:44] YouTube https://youtu.be/qsXxckCbci0?t=4237 || How To Grow ANY Business FASTER (Masterclass)
literally pay me gobs of money to just figure out. And so by then saying, "Okay, this is my focal point." and just shutting the rest out. You can then get really clear on, okay, if I have to solve this problem and I have to thoroughly solve it, not halfass, not 1 hour, 11 minutes duct tape. This is core to the value creation of my business, that's where you win because then you

[1:11:07] YouTube https://youtu.be/qsXxckCbci0?t=4260 || How To Grow ANY Business FASTER (Masterclass)
can put all that depth of effort into it and get exceptionally good at recruiting, training, um, and building amazing people. You can get exceptionally good at cash flow management, supply chain management, and and logistics and building the brand around it. You can get exceptionally good at building the brand and getting

[1:11:23] YouTube https://youtu.be/qsXxckCbci0?t=4276 || How To Grow ANY Business FASTER (Masterclass)
very clear on how to separate out what you charge for in terms of one-time and continuity and building in those components of stickiness so that someone who gets educated still wants to stay with you. Or building the most worldclass cracked engineering team on the planet so that you can shorten the amount of time that it takes you to find the product market fit and you build a scaleup infrastructure so that people actually love the product, they retain revenue and then this thing compounds

[1:11:47] YouTube https://youtu.be/qsXxckCbci0?t=4300 || How To Grow ANY Business FASTER (Masterclass)
and takes off like a rocket. That's the core hairy problem that you have to solve. That's the 10x or 100x value that you as the entrepreneur, this is what we get paid for. This is the game. And so if you haven't started a business and you're like, "Wow, all of these sound great and all of them sound hard." Well,

[1:12:03] YouTube https://youtu.be/qsXxckCbci0?t=4316 || How To Grow ANY Business FASTER (Masterclass)
which one is right for you? It depends a little bit. And I almost wanted to make a quiz on this for like what's your personality type? Can you match the business to the personality type? I think you kind of can. Um because some personalities are just like more willing to suffer for longer periods of time.

[1:12:17] YouTube https://youtu.be/qsXxckCbci0?t=4330 || How To Grow ANY Business FASTER (Masterclass)
they're more, you know, uh, detail oriented and they're they're very particular. It's like, well, if I said, hey, I have an engineering person who has some mix of creativity, disregards, uh, the opinions of other and is willing to suffer for long periods of time. Who is that software founder? Right? If I said I've got somebody who's like really excited, super promotional, doesn't like

[1:12:39] YouTube https://youtu.be/qsXxckCbci0?t=4352 || How To Grow ANY Business FASTER (Masterclass)
details, um, but just like loves promoting, what's a good business for that person? One of these, right? Good promoters do really well in e-commerce. Good promoters do really well in education. Now again, you still have to have a good product like all businesses, but these tend to be more marketing heavy. If I have somebody who's just exceptionally skilled at something and is a very good teacher, ironically, some of the best teachers at stuff can have

[1:13:05] YouTube https://youtu.be/qsXxckCbci0?t=4378 || How To Grow ANY Business FASTER (Masterclass)
amazing service businesses. And if you're somebody who loves people, this is a business that you want to be in, right? Because you're going to always have people around you. If you love building culture, if you love which I actually didn't talk about um but culture is going to be the internal brand of this business and because you have to get many people to behave in a

[1:13:21] YouTube https://youtu.be/qsXxckCbci0?t=4394 || How To Grow ANY Business FASTER (Masterclass)
specific way. Brand is how you do that to customers. Culture is how you do that to your employees. And so if you can develop people and you love pouring into people and you like leading people, notice people being the main word for all of this. The three other business models have far fewer people. There's

[1:13:38] YouTube https://youtu.be/qsXxckCbci0?t=4411 || How To Grow ANY Business FASTER (Masterclass)
people for sure, but far fewer than a service business. service businesses, you got to love people in order to do them. And so that should give you a little bit of a mix of which one might be right for you and what path you might be on. Here's the best part of all. I've owned all of them and I've done well in all of them. So, it's not to say that

[1:13:55] YouTube https://youtu.be/qsXxckCbci0?t=4428 || How To Grow ANY Business FASTER (Masterclass)
one is better than the other. It's just that which one's right for you and which one's right for you right now. And the best part is life is long. You can change your mind later because you can get out of that business because the reality is that if you've never started a business before, the likelihood the first business you start is the last business you own is almost zero. Bonus section. So what shape is acquisition.com if you're curious?

[1:14:14] YouTube https://youtu.be/qsXxckCbci0?t=4447 || How To Grow ANY Business FASTER (Masterclass)
So acquisition.com it depends on the revenue line actually. So the books uh the books if we want to include that and ACQAI um is kind of a blend of these right here because ACQAI is software um but the books and the bundle was an education related product if you want to call it that. And so, uh, because I have marketed a lot and I have a lot of people that have made money using my

[1:14:39] YouTube https://youtu.be/qsXxckCbci0?t=4472 || How To Grow ANY Business FASTER (Masterclass)
stuff, um, they've had good experiences with my free stuff. And so, they were like, well, if he has, uh, you know, the AI and I'm willing to donate books, uh, to help Alex's mission, which is my my whole thing. Um, which is getting more books in the hands of entrepreneurs because books are what changed my life.

[1:14:54] YouTube https://youtu.be/qsXxckCbci0?t=4487 || How To Grow ANY Business FASTER (Masterclass)
Um, then that was a combination of these two, which is why it was able to do a significant amount of revenue in like a weekend, right? Like how else could you scale a business? Like there's uh you know people like we they went from zero to 100 million in ARR in X period of time. It's like well I went from zero to

[1:15:08] YouTube https://youtu.be/qsXxckCbci0?t=4501 || How To Grow ANY Business FASTER (Masterclass)
100 million in 60 hours, right? uh if you get if you can promote well enough and and you have a good a good offer and a good product and you have a good history uh with an audience then the likelihood that they'll want to buy the next thing and this is where I think people go wrong is that the best marketers in the world find the best

[1:15:24] YouTube https://youtu.be/qsXxckCbci0?t=4517 || How To Grow ANY Business FASTER (Masterclass)
products because they know like I feel confident that I can sell a lot of stuff but because I don't care about the first sale I want to care about the 10th sale I want to make sure the thing that I deliver is exceptional so that my second sale is bigger than my first one right if my first book sucked no one would have come to my like my my first book launch with leads. If the leads booket suck, no one would want to have come to the money models launch, right? If the $100M Leads: How To Get Strangers To Want To Buy Your Stuff (Hardcover) acquisition.com

[1:15:46] YouTube https://youtu.be/qsXxckCbci0?t=4539 || How To Grow ANY Business FASTER (Masterclass)
products and the playbooks and money models book sucks, no one's going to come to the next one. But I feel pretty good based on how everything's going that people like that book, too. All right? Because I put so much time into it and it's what I know and what I'm good at. Um, and so that's the that is the the media component of the business.

[1:16:01] YouTube https://youtu.be/qsXxckCbci0?t=4554 || How To Grow ANY Business FASTER (Masterclass)
If you consider um uh media also kind of tends to fall in this a little bit of a blend between these two um of like you have a scalable deliverable um and so it's combo of these two. Now uh in terms of the advisory practice pure pure service the advisory practice is a pure service business. It's white collar

[1:16:25] YouTube https://youtu.be/qsXxckCbci0?t=4578 || How To Grow ANY Business FASTER (Masterclass)
service. We have associates uh who basically we have analysts that come in and they have career paths that then leads them to be associates and there's career paths within associates. So junior uh associate and then senior associate um and then from there they can become uh directors and so we have clear career paths for people and it

[1:16:41] YouTube https://youtu.be/qsXxckCbci0?t=4594 || How To Grow ANY Business FASTER (Masterclass)
takes years for people to go through that uh to learn kind of an apprentice style model which is very akin to many professional service types businesses. accounting, management, consulting, which is basically what we are. Um, uh, legal, many types of businesses have same similar style models, which is very

[1:16:57] YouTube https://youtu.be/qsXxckCbci0?t=4610 || How To Grow ANY Business FASTER (Masterclass)
high, uh, education, uh, people. We have lots of Ivy League guys, uh, who work on the team, many people who have had exrepreneur experience or combinations of both of those. Um, and so that is that's the game and that's the those are the two uh, kind of models that we have. So we have HQAI, which is technically this. We had the um the media uh and books which is technically here. We have

[1:17:20] YouTube https://youtu.be/qsXxckCbci0?t=4633 || How To Grow ANY Business FASTER (Masterclass)
the service um that's here. Uh I mean Leila did a you know she think she did a t-shirt drop or an apparel drop but that's technically e-commerce. Um and so yeah I've I've owned all those but the contribution margin you know contribution for I won't even mention what you know the contribution for for

[1:17:36] YouTube https://youtu.be/qsXxckCbci0?t=4649 || How To Grow ANY Business FASTER (Masterclass)
for the e-commerce stuff is is minimal uh compared to the other components of the business. But uh if you are curious that's what we do. And then um I'd say the the larger question is what what kind of what kind of business is an investment firm, right? What kind of business is that? Um I think that that type of business

[1:17:57] YouTube https://youtu.be/qsXxckCbci0?t=4670 || How To Grow ANY Business FASTER (Masterclass)
is it's kind of a vehicle that contains businesses more than it's a business in and of itself. Like an investment business doesn't actually make money unless the businesses that are contained within it make money. And so typically because capital creates so much leverage, you can have very few people making a handful of very important decisions with large amounts of money

[1:18:22] YouTube https://youtu.be/qsXxckCbci0?t=4695 || How To Grow ANY Business FASTER (Masterclass)
that can then create value in excess of the money that went in. Right? Um you know a.com from the portfolio perspective, we have an insurance company. So, an insurance company, I would say, is more akin to this uh service business because you have account reps, they have to maintain accounts. Um, and it's it tends to be a high headcount business because you have to get more and more agents in. Um, we own brickandmortar service which also

[1:18:46] YouTube https://youtu.be/qsXxckCbci0?t=4719 || How To Grow ANY Business FASTER (Masterclass)
falls in this category. We have teeth whitening chain um with weiden. Uh, and so that chain um we have a B2B um kind of uh operational consulting business um that I would say is a bit of a blend between these two. I would say it's like tech enabled uh or media enabled, education enabled if you will, but we have really good revenue retention. So, it's a it has a little

[1:19:06] YouTube https://youtu.be/qsXxckCbci0?t=4739 || How To Grow ANY Business FASTER (Masterclass)
bit more it skews more towards service um on that side. And so, we have different businesses inside of the portfolio um that you know continue to grow. And yeah, so that's that's what we do. And hopefully if you're a business owner, uh that helps you at least know a little bit more about the path that you're on. And if you are about to start on the business journey, first off, good

[1:19:28] YouTube https://youtu.be/qsXxckCbci0?t=4761 || How To Grow ANY Business FASTER (Masterclass)
luck. It'll take longer than you think and it'll probably suck for way longer than you think it will. Um, and once you get in, you never get out.


VIDEO
TITLE: Helping an Online Service Business Get to $5M/Year
URL: https://youtu.be/rFvU8s4xSsY
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/rFvU8s4xSsY?t=0 || Helping an Online Service Business Get to $5M/Year
We um do 1.4 million revenue and we'd like to be at 5 million in three years. Um we actually coach online golf. So it's online. So you sell X to golf to whom? To to consumers. So to the average golfer. Okay. Average people. Normal people. All right. Yeah. Normal people. Normal people. So we're looking to um So what's stopping

[0:24] YouTube https://youtu.be/rFvU8s4xSsY?t=17 || Helping an Online Service Business Get to $5M/Year
us from doing that? We had some ideas before we got here. We have some new ideas now that we are here. Um, data huge problem for us. Focus is an issue. Okay. The way that we make our money is through the online subscription, which is which is great. It's our passion. It's what we like doing, but we're doing

[0:41] YouTube https://youtu.be/rFvU8s4xSsY?t=34 || Helping an Online Service Business Get to $5M/Year
a bad job of that at the moment. We also have Yeah. which is nice. Um, because of our social media presence though, we've got brands that are willing to spend quite a lot of money with us. So, that part of the business does really well. That's kind of holding the media side is holding the business at the moment for sure.

[0:56] YouTube https://youtu.be/rFvU8s4xSsY?t=49 || Helping an Online Service Business Get to $5M/Year
Okay. And then but so we can generate lots of traffic and get lots of people but we're not very good at do you have multiple personalities? Not you but multiple faces inside the business that do there's two of us. There's two main ones. Yeah. Okay. Got it. Two main coaches. Myself and Andy who's over there.

[1:12] YouTube https://youtu.be/rFvU8s4xSsY?t=65 || Helping an Online Service Business Get to $5M/Year
Okay. I heard. Um okay. So why don't you pick one of the businesses? So you said you're passionate about the the membership thing. Yes. I think the thing for us is what we want to be able to do is we want to be able to do this business for a long time, but then potentially sell us at the end. Okay. So, it's kind of like this is the thing

[1:29] YouTube https://youtu.be/rFvU8s4xSsY?t=82 || Helping an Online Service Business Get to $5M/Year
that we love doing. We love coaching. We love changing lives. The media business is for sure more sellable than the other thing. The only because I I'll explain why. So, the thing that's going to matter like the three big things like if I had to like if I had to simplify the long list that you guys have in front of you,

[1:45] YouTube https://youtu.be/rFvU8s4xSsY?t=98 || Helping an Online Service Business Get to $5M/Year
well, it is a pretty simplified list, but like you have really good gross margins, it's growing fast, and you have revenue stick, right? Right? If all three of those things are true, then obviously you have keyman risk and things like that that would go with the business. But like if you had those three things, the business itself, the

[1:58] YouTube https://youtu.be/rFvU8s4xSsY?t=111 || Helping an Online Service Business Get to $5M/Year
model is very strong. I can promise you that your media people, the people who are buying ad space for you, uh will be stickier than the the consumers who are buying golf community stuff. And the margins on media are virtually 100%. Now the digital community is also virtually 100%. So they're kind of a

[2:19] YouTube https://youtu.be/rFvU8s4xSsY?t=132 || Helping an Online Service Business Get to $5M/Year
wash there on gross margin. Yeah. And then you just have growth rate. Now, one of the beautiful things that I love the most about media business is very unique to media which is that the way that you advertise is also the way you deliver. So you just have to do one thing which is get attention. Yeah.

[2:33] YouTube https://youtu.be/rFvU8s4xSsY?t=146 || Helping an Online Service Business Get to $5M/Year
And then you sell the attention and you just get more attention and then people find out about your business because you got attention and then you get more attention. Um and so if you're passionate about the community thing which is making content for golfers, right? Why don't you just make more of

[2:48] YouTube https://youtu.be/rFvU8s4xSsY?t=161 || Helping an Online Service Business Get to $5M/Year
that content and just make it free and let you get more attention? So that's what So that's what we do. So we have the obviously for the for all our brands that we cover, it's just literally us doing the coaching online, but then it's just the higher level of coaching, I suppose. Oh, just like higher ticket.

[3:01] YouTube https://youtu.be/rFvU8s4xSsY?t=174 || Helping an Online Service Business Get to $5M/Year
Yeah. And that's what's making you less money? Yeah. At the moment, well, we again data and focus is our main things. Yeah. Well, how many people work for you? 10\. Jesus, seems so odd. It's like 1.4 million. You got 10 employees. It's a little bit high, right? Are there a lot of VAS? So, what happened was after COVID like

[3:22] YouTube https://youtu.be/rFvU8s4xSsY?t=195 || Helping an Online Service Business Get to $5M/Year
2021 22, we actually grew to 2.6. Okay. But then as a result of growing the team, scaling the team and thinking that we were picking the right people and we didn't really know how to do it. I think I've struggled since. So, how'd you go from 2.6 to 1.4? And that's mainly be well the brand revenue has gone up and the subscription

[3:42] YouTube https://youtu.be/rFvU8s4xSsY?t=215 || Helping an Online Service Business Get to $5M/Year
revenue has dropped. Why can't we just do more of this brand revenue? You're like, I've got this thing that I'm not trying to grow that's growing that's super valuable and it's high high gross margins other thing that's really hard that I haven't done really well and it's shrinking. How do I grow that one?

[3:56] YouTube https://youtu.be/rFvU8s4xSsY?t=229 || Helping an Online Service Business Get to $5M/Year
Yeah. You know what I mean? Yeah. Yeah. Yeah. And I think there's probably like a natural like we know that the best in our mind the best product is the membership because that's where they really get the best of us and we feel like that's what's going to make it take it to 50 million whereas the brand

[4:10] YouTube https://youtu.be/rFvU8s4xSsY?t=243 || Helping an Online Service Business Get to $5M/Year
stuff is going to be holding us back. Think about the amount of like how many $50 million golf coaching businesses do you know of? No one. Right. How many media businesses? I'll tell you more than that. Yeah. Yeah. And golf is an awesome niche. Huge spenders. It's one of the few things men spend money on.

[4:31] YouTube https://youtu.be/rFvU8s4xSsY?t=264 || Helping an Online Service Business Get to $5M/Year
Yeah. No, seriously. It's making more money. Cars, watches. Yeah. Below the belt, above the belt, right? And then and then you've got like golf and shooting and then like uh uh pepper stuff. That's guys. That's it. Yeah. Right. But we earn a disproportionate amount of money. Yeah. And so like you are one of the outlets

[4:54] YouTube https://youtu.be/rFvU8s4xSsY?t=287 || Helping an Online Service Business Get to $5M/Year
that men spend money on consumer in a big way. So yeah, I mean I feel like Yeah. Helpful. And to make you feel better just for everybody. I'm not really talking to you. I'm talking through everybody else. So there's this great Yisha saying that I say all the time and I really like it which is your nose is an inch above your

[5:08] YouTube https://youtu.be/rFvU8s4xSsY?t=301 || Helping an Online Service Business Get to $5M/Year
mouth but it takes somebody else to tell your breath smells bad. And so sometime one of the biggest benefits that we have with the portfolio companies like all the the the portfolio companies like they're good CEOs like they're smart dudes and dudetss um and like they're intelligent people. It's just like that's what outside eyes can

[5:23] YouTube https://youtu.be/rFvU8s4xSsY?t=316 || Helping an Online Service Business Get to $5M/Year
do. It's just like, oh, really growing thing that has high margins and has high high enterprise value thing that we're struggling with and not paying attention to that we think is more valuable and isn't and going down and has and is less scalable. Yeah. Yeah. Thank you. Yeah. Thanks. If you're a business owner and you are

[5:43] YouTube https://youtu.be/rFvU8s4xSsY?t=336 || Helping an Online Service Business Get to $5M/Year
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

[5:57] YouTube https://youtu.be/rFvU8s4xSsY?t=350 || Helping an Online Service Business Get to $5M/Year
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,

[6:09] YouTube https://youtu.be/rFvU8s4xSsY?t=362 || Helping an Online Service Business Get to $5M/Year
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

[6:23] YouTube https://youtu.be/rFvU8s4xSsY?t=376 || Helping an Online Service Business Get to $5M/Year
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

[6:37] YouTube https://youtu.be/rFvU8s4xSsY?t=390 || Helping an Online Service Business Get to $5M/Year
live.


VIDEO
TITLE: Helping a Marketing Agency Get to $1M/Month
URL: https://youtu.be/rMMOHeBzA50
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/rMMOHeBzA50?t=0 || Helping a Marketing Agency Get to $1M/Month
I sell marketing services to restaurants and chauffeur transportation companies. Random. We do about a million dollars in revenue uh a year. I'd like to be at a million a month. Okay. Uh what is stopping me? Pretty much everything that's up there right now. Um but definitely focus in Avatar. Yeah, I think.

[0:21] YouTube https://youtu.be/rMMOHeBzA50?t=14 || Helping a Marketing Agency Get to $1M/Month
Okay. What's LTV to CAC or what's the what? So you think one of these things is stopping you. Yeah. So, my challenge has been um long story short, had a big whale. Uh no longer have a big whale, but I have about 35 minnows in the restaurant space right now. So, I've got a bunch of clients there that are all from

[0:40] YouTube https://youtu.be/rMMOHeBzA50?t=33 || Helping a Marketing Agency Get to $1M/Month
referrals. Still getting the referrals, just starting to build my acquisition system. Literally, this has been about two weeks. Um simultaneously launching in the uh chauffeur space. I'm seeing a crazy amount of early indicators of success in that space. Okay. Already getting asked. Why did you start that one?

[1:00] YouTube https://youtu.be/rMMOHeBzA50?t=53 || Helping a Marketing Agency Get to $1M/Month
Uh I had helped a guy build a coaching business in that space who was in mergers and acquisitions. So I learned a lot. Saw a huge opportunity to So you just knew how to acquire those customers. Yeah. Exactly. So I'm getting like the cost to acquire a customer. Right now I'm running like a case study in both

[1:13] YouTube https://youtu.be/rMMOHeBzA50?t=66 || Helping a Marketing Agency Get to $1M/Month
niches. dollar their first month, tripping into 197 month uh and then ascending to agency services. Clients in the chauffeur I'm uh who are buying my deal I'm getting for like 30 to 50 bucks a piece whereas on the restaurant side they're like 600. Yeah. So So what's LGBT CAC on the chauffeur side? Uh I don't know yet because it's only

[1:33] YouTube https://youtu.be/rMMOHeBzA50?t=86 || Helping a Marketing Agency Get to $1M/Month
been two weeks. Okay. Right. But CA but CAC you're making money which you can already see. I will be making lots of money. Yeah. Heard. Um so I will I will say this. Um I I don't want you to actually make any changes which would is not normal for me to say that right now. Um because we need to see this play out for

[1:52] YouTube https://youtu.be/rMMOHeBzA50?t=105 || Helping a Marketing Agency Get to $1M/Month
like a monthish um because then you'll have LTV to CAC because you might find out that oh these surfers buy really easy. Like so for example if I looked at if I ran an ad for personal trainers, right? I would have my gym LTVs and see my personal trainer acquisition cost and be like oh my god I'm going to print

[2:07] YouTube https://youtu.be/rMMOHeBzA50?t=120 || Helping a Marketing Agency Get to $1M/Month
money. And then you quickly see, oh my god, personal trainers suck and have no money and are such a pain in the ass. Why bother? Right? But you have to like get to there to realize that it sucks. And so right now you're just in the oh my god, I'm acquiring so many of them so easily and not necessarily in the oh my god,

[2:21] YouTube https://youtu.be/rMMOHeBzA50?t=134 || Helping a Marketing Agency Get to $1M/Month
they're all a headache and there's a reason that no one wants these customers. Yeah. Uh and so we just need to make sure that the second thing isn't true. If the if it is the same, basically if LTB is the same as the other business, then it might make sense to just sunset the other business, stop selling your customers, and then bring

[2:33] YouTube https://youtu.be/rMMOHeBzA50?t=146 || Helping a Marketing Agency Get to $1M/Month
this in. But you are going to have to make a call. I I think it's a it's unwise to have two entirely different avatars. Um, and the price of the business that you want at a million a month is giving up the very small business, half of the small business that you have today. If you're willing to pay that price, then it's an easy

[2:50] YouTube https://youtu.be/rMMOHeBzA50?t=163 || Helping a Marketing Agency Get to $1M/Month
decision. Cool. 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 roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went

[3:08] YouTube https://youtu.be/rMMOHeBzA50?t=181 || Helping a Marketing Agency Get to $1M/Month
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, what to do for each of the functions of

[3:21] YouTube https://youtu.be/rMMOHeBzA50?t=194 || Helping a Marketing Agency Get to $1M/Month
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,

[3:35] YouTube https://youtu.be/rMMOHeBzA50?t=208 || Helping a Marketing Agency Get to $1M/Month
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

[3:49] YouTube https://youtu.be/rMMOHeBzA50?t=222 || Helping a Marketing Agency Get to $1M/Month
and we'll do this in person live.


VIDEO
TITLE: Stop Hiring Roles. Start Building Workflows.
URL: https://youtu.be/rMf-JuikR-Q
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, scaling, productivity

[0:00] YouTube https://youtu.be/rMf-JuikR-Q?t=0 || Stop Hiring Roles. Start Building Workflows.
AI probably occupies half of my time right now um in terms of like what I'm thinking about within the business and so okay so from a beliefs perspective right like one of the big shifts that everybody here has to make is shifting away from thinking about rolesbased growth and expansion towards It's workflow-based

[0:30] YouTube https://youtu.be/rMf-JuikR-Q?t=23 || Stop Hiring Roles. Start Building Workflows.
automation. So, imagine that you're you're like, I want to hire I want to hire an editor. All right, I'm just making this up. I want to hire an editor. This is how we used to think about things. I need to hire an editor so they can do XYZ. The way that we all have to think about our businesses now is that this editor really was going to

[0:51] YouTube https://youtu.be/rMf-JuikR-Q?t=44 || Stop Hiring Roles. Start Building Workflows.
do these four or five things, right? And each of these things should exist in a workflow. Like the reason that like and this is the editor does this one and they're doing this one in this workflow and maybe they're doing these three in this workflow. And so basically you have to go more granular to the level of like

[1:13] YouTube https://youtu.be/rMf-JuikR-Q?t=66 || Stop Hiring Roles. Start Building Workflows.
because every single business if you really think about it can be connected at the most intricate level of like this action to this action to this action to this action all the way through. Now it might be 120 actions that go from inbound lead to dirt, you know, turf, whatever, right? And it's getting

[1:28] YouTube https://youtu.be/rMf-JuikR-Q?t=81 || Stop Hiring Roles. Start Building Workflows.
granular. And this is the thinking that most people won't do, which is why they will lose and why I think a lot of people are going to get But if you have a little bit more horsepower and have a little bit more time to think about things, that's where instead of saying, "I need to hire an editor," you

[1:39] YouTube https://youtu.be/rMf-JuikR-Q?t=92 || Stop Hiring Roles. Start Building Workflows.
say, "I need an agent who just does this, and I need an agent that just does this, and an agent that just does this." And so it's switching from um again roles to workflows and everything just has to be organized in workflows. And so it's like a very fun project is thinking like can you actually draw your entire business in

[1:59] YouTube https://youtu.be/rMf-JuikR-Q?t=112 || Stop Hiring Roles. Start Building Workflows.
one linear workflow because it does happen and if you can't draw it how the do you have a business right but it really starts with like like the business for us for example starts with an idea. It sounds silly but like it starts with an idea. So how does an idea come to happen? Well, the what is the workflow around an idea for us?

[2:19] YouTube https://youtu.be/rMf-JuikR-Q?t=132 || Stop Hiring Roles. Start Building Workflows.
It would be like okay um I check our school community and I look at what's happening. Okay, that is a workflow which is uh search you know search this database which is school but it could be you know trends.com or you know one of 10.com whatever um where you look at what things are outperforming in this

[2:40] YouTube https://youtu.be/rMf-JuikR-Q?t=153 || Stop Hiring Roles. Start Building Workflows.
particular market and then it says okay then it gives you this list of the outperformers and then there's going to be a match between this list and our competency so it's like I have a list of things that I like talking about these are list of things that people want to hear about This is the intersection

[2:56] YouTube https://youtu.be/rMf-JuikR-Q?t=169 || Stop Hiring Roles. Start Building Workflows.
between those things. Great. What does this look like in terms of uh uh scripting, right? So, it's like, okay, we're gonna have some sort of scripting around this. So, I want uh templated ideas. AI does this. So, it gives us um okay, this is a sevenst step whatever and it has each of the steps underneath

[3:14] YouTube https://youtu.be/rMf-JuikR-Q?t=187 || Stop Hiring Roles. Start Building Workflows.
of it. And we like great now that the scripting is done. We're going to go into packaging. All right. What is gonna be the headlines? We're gonna be the thumbnails. this is an AI workflow and then we're going to get into production, right? And so all of this is broken down just so that we can get one thing to happen

[3:31] YouTube https://youtu.be/rMf-JuikR-Q?t=204 || Stop Hiring Roles. Start Building Workflows.
which is a click, right? But every single element of the business can be broken down into the into its constituent workflows. And so I think the mistake that a lot of people are making right now with AI is being like, well AI can't do what a human can do. Well, which is obviously but like you have to train it the way you train a

[3:47] YouTube https://youtu.be/rMf-JuikR-Q?t=220 || Stop Hiring Roles. Start Building Workflows.
human. So saying like, well, I'm going to bring this this human in and tell them nothing and expect them to do a good job is ridiculous. But we're somehow we like believe that a machine should be able to do that. But instead, it's thinking, okay, this editor or videographer, whatever it is, um, actually does 16 actual activities and

[4:07] YouTube https://youtu.be/rMf-JuikR-Q?t=240 || Stop Hiring Roles. Start Building Workflows.
each of those activities we have to take one at a time and we can have an agent that's trained on that thing. And so like right now, I know Maddox is working super hard with Julian on this, but like we have so I do like my hormony hotlines. And so I do a hotline and then that then goes into um basically an AI

[4:25] YouTube https://youtu.be/rMf-JuikR-Q?t=258 || Stop Hiring Roles. Start Building Workflows.
thing that does uh that breaks down the the transcripts. That's like step one. From the transcript, it then says, "Okay, notice when there's different speakers." All right, so it has to do that two times. One is notice when it's Alex versus the other person. So it's abab. Imagine I'm A. But then it eventually switches to AC ac

[4:44] YouTube https://youtu.be/rMf-JuikR-Q?t=277 || Stop Hiring Roles. Start Building Workflows.
A because there's new person that I'm on the phone with. So it's going to say segment first between when it goes from AB to AC. So great, now we have 10 underneath clips. From there, uh it'll run a separate script that's like look because it's like what would an editor do? The first thing it do is clip out

[5:01] YouTube https://youtu.be/rMf-JuikR-Q?t=294 || Stop Hiring Roles. Start Building Workflows.
the individual portions. Okay, there's 10 different conversations Alex had. Okay, now that we have those 10 conversations, look through this and try to find the highest tension moment. And so it'll read the words and say this is the highest tension moment and be great. Start the clip with the highest

[5:13] YouTube https://youtu.be/rMf-JuikR-Q?t=306 || Stop Hiring Roles. Start Building Workflows.
tension moment and then get into the rest of the clip. What else do we want? Remove all ums and a's. Great. Now from there what are the um what data is required in order to have the insight that Alex delivers only these four points. Great. Collapse the rest. Now export final file of that. That's the workflow. And so it's really

[5:34] YouTube https://youtu.be/rMf-JuikR-Q?t=327 || Stop Hiring Roles. Start Building Workflows.
just building this on a consistent basis and continuing to update that prompt which is literally just like updating the training for a human being of like actually do this too just like you would with an editor but doing that across every function of the business. So that is like that is the future. And

[5:48] YouTube https://youtu.be/rMf-JuikR-Q?t=341 || Stop Hiring Roles. Start Building Workflows.
the nice thing is that with there's a lot of businesses that like agencies for example have been a notoriously shitty business to run. Um, but in the future I think they'll be incredibly lucrative businesses for the people who are really good with AI because the demand for more customers is infinite. And so there's like no one's

[6:10] YouTube https://youtu.be/rMf-JuikR-Q?t=363 || Stop Hiring Roles. Start Building Workflows.
like, "Hey, what's product market fit for an agency?" You don't have to ask. People want customers. It's not hard to like you don't need to ask for product market fit. The issue is that the ops around being good at getting customers is significantly harder. But if you can operationalize each of the flows, it

[6:24] YouTube https://youtu.be/rMf-JuikR-Q?t=377 || Stop Hiring Roles. Start Building Workflows.
becomes much better. And this is why like like I'm built for this movement because it's all about being black and white with observable behavior. And that's like what I geek out on. And so this is where vague language like machines do not understand like vague language. Also, neither do humans. Um we just nod our heads because

[6:42] YouTube https://youtu.be/rMf-JuikR-Q?t=395 || Stop Hiring Roles. Start Building Workflows.
we've been reinforced for doing so. But this is where being very specific about like, hey, I need you to be more charismatic means nothing. We have to say, I need you to raise your voice in this way. I need you to talk faster. I need you to raise your head when you're speaking. I need you to nod when the

[6:53] YouTube https://youtu.be/rMf-JuikR-Q?t=406 || Stop Hiring Roles. Start Building Workflows.
other person's talking. We have to break it down to what someone would do. And so, um, as though you were teaching a toddler, you have to work the same way with the machine, but the machine never forgets. Hopefully that answered the question. It does. Okay. But yeah, this is what I'm thinking a lot about.

[7:08] YouTube https://youtu.be/rMf-JuikR-Q?t=421 || Stop Hiring Roles. Start Building Workflows.
Yeah. So, it starts with the clear process map or workflow map of every action in the business. Exactly. And I would I would start like start with the big ideas first. So, it's like, okay, I do I I I have an idea and then I make a script and then I uh I shoot it and then I, you know, then we we export the clip and then we edit it

[7:29] YouTube https://youtu.be/rMf-JuikR-Q?t=442 || Stop Hiring Roles. Start Building Workflows.
and then we post it. Okay, that's the that's the big picture. But now, underneath of each of those, there's probably six or seven things that actually happen in order to post it. It's like, so I actually go to this page, I look at the schedule of what was, you know, last posted. I add three hours to it. I like you just have to

[7:46] YouTube https://youtu.be/rMf-JuikR-Q?t=459 || Stop Hiring Roles. Start Building Workflows.
like one word turns into six six actions and it's just continuing down until there's you can't reduce it anymore and then that's what you automate. Do you have a special AI implementation team to build? Oh yeah, we have a full dev team. Yeah. Yeah. Yeah. So I think I think many of you especially those of you who are online

[8:08] YouTube https://youtu.be/rMf-JuikR-Q?t=481 || Stop Hiring Roles. Start Building Workflows.
an amazing high leverage hire is just an AI like an AI automation person. um they will not lack for work to do. Like they can just sit next to teams and just watch what they're doing and then just say like I can automate that, I can automate that. I can automate that. Is that something that we should do

[8:25] YouTube https://youtu.be/rMf-JuikR-Q?t=498 || Stop Hiring Roles. Start Building Workflows.
right now? Yeah. Yeah. If you have the cash flow for it. Depends on how good they are. I think though, as Lindsay Lohan said best, the limit does not exist. So, like there there's a there's a there's a price tag for every level of skill you want. But even just somebody who I would just consider like a hacker, and I say hacker

[8:50] YouTube https://youtu.be/rMf-JuikR-Q?t=523 || Stop Hiring Roles. Start Building Workflows.
like loosely, like somebody just duct tapes tools together, it's probably like 150 grand a year. And in terms of prioritizing for us, would you focus on the delivery side first? I think that you getting um the elements that we walked through specifically around the expectation setting. number one. Um

[9:12] YouTube https://youtu.be/rMf-JuikR-Q?t=545 || Stop Hiring Roles. Start Building Workflows.
I think CAC expectations number two and then the controllables around brand like the brand controllables I think that should be largely automated. Um because it is automatable. It's literally pattern detection which is like machines do it better than humans do anyways. And so what what humans do shitty at is

[9:29] YouTube https://youtu.be/rMf-JuikR-Q?t=562 || Stop Hiring Roles. Start Building Workflows.
giving the pattern to recognize. And so that's like in terms of like what skill will you need to be get good at is when someone says well this is off brandand be like what the does that mean? like tell me indescribables so that otherwise how am I if you can't tell me how am I gonna know so it has to be in black and white

[9:46] YouTube https://youtu.be/rMf-JuikR-Q?t=579 || Stop Hiring Roles. Start Building Workflows.
language yeah I think for like home services and brick and mortar a lot of um basically all administrative work should just not really be a thing like you know invoicing matching billables like back office for sure is like that's already there like that's like now Um, receivables, that's like now, like you

[10:12] YouTube https://youtu.be/rMf-JuikR-Q?t=605 || Stop Hiring Roles. Start Building Workflows.
don't need to, there's nothing there. Lead nurture, that's now. Like you don't like a lot of that stuff's already already kind of done. The advantage that um you all have for in person is that like I don't know how horses will respond to robots. So, you probably have a little bit of you probably have a

[10:28] YouTube https://youtu.be/rMf-JuikR-Q?t=621 || Stop Hiring Roles. Start Building Workflows.
little bit of security, you know, like otherwise you're getting, you know, mule kicks into the into the side of the stall. Um uh I think that from a landscaping perspective there will be kind of like once Optimus comes out and you can teach it how to like mow lawns and like that'll be a thing for sure.

[10:46] YouTube https://youtu.be/rMf-JuikR-Q?t=639 || Stop Hiring Roles. Start Building Workflows.
Um yeah I mean it can do it. Um, there'll also be I think like job specific ones, but most likely I think the biggest proliferation is going to be around generalized humanoid robots because the world is already built for us. And so as much as it's like, you know, I'm sure you've seen like the like the Zumba of

[11:05] YouTube https://youtu.be/rMf-JuikR-Q?t=658 || Stop Hiring Roles. Start Building Workflows.
lawn careers. I'm sure you've seen those things where it's like you drop them around, but like I haven't seen anyone really take off with that. At least I haven't seen it. And I think it's just because like there's too many unique scenarios. It costs too much. Like the cost doesn't make sense yet. Maybe in

[11:19] YouTube https://youtu.be/rMf-JuikR-Q?t=672 || Stop Hiring Roles. Start Building Workflows.
three or four generations it'll be there. But in the meantime, the skeleton key for the world is just the way the human body works. Door handles, everything's already built for that. So it's like, as silly as it sounds, it's like the world's already, we already built the world for ourselves. If there's a robot that can fit underneath

[11:34] YouTube https://youtu.be/rMf-JuikR-Q?t=687 || Stop Hiring Roles. Start Building Workflows.
the door, we could make a special purpose robot that does that. But it's like, you'd have to do that in every door in every building. Or you just build a human robot, which is what everyone's doing. Yeah. I think I think you're fine for the short term. The the stuff that you should be focusing on from an automation

[11:48] YouTube https://youtu.be/rMf-JuikR-Q?t=701 || Stop Hiring Roles. Start Building Workflows.
perspective is going to be back office. Yeah. And there's and the thing is it's great at that. It's awesome at it and you should totally use it for that. How about you AJ? Would that be something like using right now? Voice is almost there. This is supposed to be the year of voice. Um it's close. It's not. There's a lot of

[12:17] YouTube https://youtu.be/rMf-JuikR-Q?t=730 || Stop Hiring Roles. Start Building Workflows.
tools out there. I won't make any recommendations because like they change all the time. Um I would say voice is very close. Text is there. Yeah, I was thinking about like hours having like I went to a gym that was local here. It's a it's like a very exclusive like whatever. I think it's like 10 grand a

[12:40] YouTube https://youtu.be/rMf-JuikR-Q?t=753 || Stop Hiring Roles. Start Building Workflows.
year or something like that and it has like 400 members and that's the deal. Um, pretty interesting model. But I went to the site and it was just a chat interface. It just said like, "What do you want to know?" And so I was like, "Hours." And it was like, "Here's the hours." I was like, "What else do you

[12:53] YouTube https://youtu.be/rMf-JuikR-Q?t=766 || Stop Hiring Roles. Start Building Workflows.
want to know?" And I was like, "Membership prices." And it was like, "Here's the membership prices. What else do you want to know?" I was like, "I mean it should have asked me for my information, but it's not per it was not well trained enough." Um, but like I was like, "This is pretty slick. Like why navigate when it just has the

[13:13] YouTube https://youtu.be/rMf-JuikR-Q?t=786 || Stop Hiring Roles. Start Building Workflows.
answers? Not to get very odd for you guys, but in the next, I would say 12 to 24 months, a lot of like the UX is going to disappear. Like, we're not going to be clicking things like the mouse. Like, what brought computers into mainstream was a mouse. Like, that was the big innovation was having a mouse, you could point and

[13:32] YouTube https://youtu.be/rMf-JuikR-Q?t=805 || Stop Hiring Roles. Start Building Workflows.
click and then all of a sudden people were like, "Oh, I just want that thing." It's like click. And it worked. And so nothing's really kind of happened in the computation world besides speed and power and all that stuff, but it's all been um more of the same. The next phase shift is that UX disappears, which is

[13:47] YouTube https://youtu.be/rMf-JuikR-Q?t=820 || Stop Hiring Roles. Start Building Workflows.
that you just have an agent that you just talk to, right? And you say, "Hey, you know, what did we do in cash flow last month?" And you just text it or you say it and it just answers. And like the world of CRM is going to like this is this is the next 12 to 24. Yeah. Yeah. Don't you think that we are very into it

[14:04] YouTube https://youtu.be/rMf-JuikR-Q?t=837 || Stop Hiring Roles. Start Building Workflows.
but 99% of people are still Yeah. Oh yeah. I mean there are legal firms that use fax machines now. And so there's this idea that like oh my god the whole world it's like no just like always humans plus technology will beat humans with inferior technology. And so if you learn how to use the tech you'll do better. But there will be

[14:21] YouTube https://youtu.be/rMf-JuikR-Q?t=854 || Stop Hiring Roles. Start Building Workflows.
people who still have law firms and use fax machines that will make money. That's just there will be people who don't use fax machines that will make more money. So, I'm not like an AI alarmist. I think it's going to take a while. But, um, I do think there's I won't even get into that, so I'll just stop.

[14:40] YouTube https://youtu.be/rMf-JuikR-Q?t=873 || Stop Hiring Roles. Start Building Workflows.
We just get too much of a future no one knows anything


VIDEO
TITLE: Helping a $2.5M Real Estate Company Scale
URL: https://youtu.be/rn5RExrEXwk
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/rn5RExrEXwk?t=0 || Helping a $2.5M Real Estate Company Scale
My name is Cameron. Uh we do residential real estate flipping in the state of Missouri. Uh we did 15 million revenue last year for 3.7 um gross before overhead. So 2.5 after you take into account our team 15 meaning like the how much the houses were when you sold them and then the three. Yeah, we sold $15 million. Yeah, it was

[0:22] YouTube https://youtu.be/rn5RExrEXwk?t=15 || Helping a $2.5M Real Estate Company Scale
like house sale price. The profit on each project was 3.7 which is it helps us tell how well we're doing on the projects. and then you take out our team and you end up with 2.5 like I guess. Um I was trying to think of the constraint all all week, you know, uh zero revenue retention got highlighted in the in the thing. But for us, I think

[0:42] YouTube https://youtu.be/rn5RExrEXwk?t=35 || Helping a $2.5M Real Estate Company Scale
it's going to be that I would we've kind of captured the market we can capture, which for what we do is a driving radius. Like we've I would say dominated within 4 hours of where we're at, which is like you drive 4 hours to a house to evaluate it and 4 hours back, your day is gone. Yeah. Um, so we're kind of at a push or pivot

[1:03] YouTube https://youtu.be/rn5RExrEXwk?t=56 || Helping a $2.5M Real Estate Company Scale
moment of like do we do no advertising. It's 95% foreclosures and then like a few word of mouth. So, do we pivot, would you say, to the rest of Missouri, like almost franchise out, like get four little like find other big cities and and try to get the rest of Missouri, there's probably like four quadrants, or would you go

[1:24] YouTube https://youtu.be/rn5RExrEXwk?t=77 || Helping a $2.5M Real Estate Company Scale
into marketing? Cuz I know I mean doing 95% foreclosures, it's like we don't control our income of properties whatsoever and we kind of have like that that one funnel and like if forclo like if the economy gets good then you have no deal flow kind of thing. Exactly. and constant and through co foreclosing was literally illegal in

[1:45] YouTube https://youtu.be/rn5RExrEXwk?t=98 || Helping a $2.5M Real Estate Company Scale
Missouri and we made 2.7 that year so somehow we made it happen like you said it's just a lot freaking harder but there's ways um so I don't know if it's a push or a pivot I would say that's our main con there's things we can improve on but that's like the one that keeps us up at night right now let me just say what's the goal

[2:04] YouTube https://youtu.be/rn5RExrEXwk?t=117 || Helping a $2.5M Real Estate Company Scale
we have a mission statement and it's to uh make sure that all houses within our reach are at their highest and best value because we don't see a house falling off the market as a good thing. That just makes other real estate more expensive. Um I I know the goal is not necessarily to ever sell. So it would

[2:21] YouTube https://youtu.be/rn5RExrEXwk?t=134 || Helping a $2.5M Real Estate Company Scale
probably be to expand, I guess. Okay. So So I you know, path one is you just go to another city. And I wouldn't necessarily call it franchising. You just expand. It's just like opening another lighting thing. Like that's you just that's just the normal way of things. Like if you just get better and better at it, you open another location.

[2:39] YouTube https://youtu.be/rn5RExrEXwk?t=152 || Helping a $2.5M Real Estate Company Scale
Um, I see that as another another set of skills for you which I think will be valuable. Um, and you could in this time like if it's basically there's no point I mean you could go in Missouri but you could also do any other market that you'd want because if you're if you're going past 4 hours of driving now you're

[2:57] YouTube https://youtu.be/rn5RExrEXwk?t=170 || Helping a $2.5M Real Estate Company Scale
in like flying range in which case pick the right city, you know, like pick whatever city you want to go to. Um, you'll also go into a city that's going to probably have competitors, you know what I mean? which I see as a good thing. Um because it means like the more competitors there are the more of a

[3:11] YouTube https://youtu.be/rn5RExrEXwk?t=184 || Helping a $2.5M Real Estate Company Scale
market there is. Um as long as you're, you know, number one, then more for you. Um and so that's that's how I that's at least my perceptive perception. Like when people were like, "Oh, there's a ton of competition in my market." I'm like, "That's awesome. It means there's tons of buyers." Um and so just side note there,

[3:28] YouTube https://youtu.be/rn5RExrEXwk?t=201 || Helping a $2.5M Real Estate Company Scale
but um cuz the alternative of this is like literally changing the entirety of your business. Exactly. Which I I would I would like You're doing well with it. How long you been doing this? Uh, I've been doing it for eight years. Yeah, dude. You've already paid down like all the ignorance debt. So, like

[3:41] YouTube https://youtu.be/rn5RExrEXwk?t=214 || Helping a $2.5M Real Estate Company Scale
you're at this point, you're like you're like here on your curve. Like you're like right here. And so it's like well don't don't jump back down to like here again, right? Don't go there. Um, like there's an ultimate version of this. And so what's the who's the biggest uh wholesaler in the nation? The biggest wholesale in the nation uh

[4:01] YouTube https://youtu.be/rn5RExrEXwk?t=234 || Helping a $2.5M Real Estate Company Scale
is in We Buy Ugly Houses probably. I mean there's a lot of them. Okay. So, what do they do that you don't do? Um, a lot of advertising. A ton of advertising. Pay pay-per-click. Uh, mailers is huge. Billboards. We do none of that. Yeah. So, I'll bet that there's still way more deals even probably even within

[4:24] YouTube https://youtu.be/rn5RExrEXwk?t=257 || Helping a $2.5M Real Estate Company Scale
your current market. I think so. And so, I would probably if I were you. So either either you have to replicate what you're currently doing in a new market, but you have some of the risks that you've already brought up, which is like you're all inbound based on foreclosures and you have some of these

[4:38] YouTube https://youtu.be/rn5RExrEXwk?t=271 || Helping a $2.5M Real Estate Company Scale
other things you're not like the income's not necessarily reliable. Um, I would definitely learn the advertising stuff for your own business cuz like whenever there's an ultimate version of the business that I'm currently in, it's like they already did it and so now all I have to do is do it better than them and whoever built that

[4:54] YouTube https://youtu.be/rn5RExrEXwk?t=287 || Helping a $2.5M Real Estate Company Scale
business is already gone probably. And so it's just a bunch of suits who don't know how this business works. And so it's just ripe for us to just murder them. I'm just being I'm just being super honest. Like this is how I see it. Um and so I think I would just like go 100% try and pants them. Um and do PBC

[5:11] YouTube https://youtu.be/rn5RExrEXwk?t=304 || Helping a $2.5M Real Estate Company Scale
like and like also do some of the stuff they're probably not doing well. They probably aren't doing social well. They probably aren't running like not as well as they could. Obviously their billboards. I know the billboards that they run. Um, and but I'll bet you they've got great sales training and

[5:24] YouTube https://youtu.be/rn5RExrEXwk?t=317 || Helping a $2.5M Real Estate Company Scale
I'll bet you've got they've got great floors uh of people and kind of infrastructure in place. And so I would look at that I would look at their overarching model as well cuz I'll bet you they get a piece on the back end as well like cuz they probably vertically integrated as much as they possibly could um within the business so that

[5:40] YouTube https://youtu.be/rn5RExrEXwk?t=333 || Helping a $2.5M Real Estate Company Scale
they actually make more on every deal than you do. So they can spend more on every deal. like they can pay more. Like so they have they have ways to beat other people in all these different markets cuz they're national, right? Exactly. And so step one would be start advertising more cuz then they'll just

[5:57] YouTube https://youtu.be/rn5RExrEXwk?t=350 || Helping a $2.5M Real Estate Company Scale
immediately make more within your current market. Like that would just that might double your business if you just did that. Um and then number two is I would analyze the living hell out of them. Like that's what I would do and then think about like okay this is this is the future version of my business. One, can I replicate it? too.

[6:12] YouTube https://youtu.be/rn5RExrEXwk?t=365 || Helping a $2.5M Real Estate Company Scale
Is there anything I can do to make it better? 100%. I definitely wouldn't change my business. For sure. I think that I think your advice is dead on. It's just what I'm afraid to do cuz I don't know how to do it. It's like I'll just go do it in a different city. But I guess I got to learn new things.

[6:26] YouTube https://youtu.be/rn5RExrEXwk?t=379 || Helping a $2.5M Real Estate Company Scale
Yeah. Darn. Right. Yeah. Well, maybe we can help. So,


VIDEO
TITLE: Helping a $300K Coaching Business Scale
URL: https://youtu.be/rzPZJ7O9iao
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/rzPZJ7O9iao?t=0 || Helping a $300K Coaching Business Scale
I'm the CEO and founder of Salon Cadence is a teaching and training company that focus on mothers with children that wants to scale their business in the beauty industry. So, six figures to seven figures is my sweet spot. Actually, it's the high six to the high seven is our sweet spot. Um, what I found is that um the toughest thing for

[0:24] YouTube https://youtu.be/rzPZJ7O9iao?t=17 || Helping a $300K Coaching Business Scale
any business owner is to learn is how to understand their numbers. That's where it all starts. And so, uh, when I, um, I, I, I, I, I, I, I, I, I, I, I search for a long time for what's something that I can teach them really quick so they get it and they can actually change their behavior on the pricing increase.

[0:42] YouTube https://youtu.be/rzPZJ7O9iao?t=35 || Helping a $300K Coaching Business Scale
So, I teamed up with Mike Mallowitz, Profit First, and I wrote the book Profit First for Salons Derivative, and the book has channeled so much interest of clients that came over. You didn't tell me this yesterday. This is great. What? You didn't tell me this yesterday. That's I had like five minutes

[1:02] YouTube https://youtu.be/rzPZJ7O9iao?t=55 || Helping a $300K Coaching Business Scale
with you with five other people around me and I'm like, "What should I ask? I don't know." Um, that's important. That's a big one. So, I practice it all, you know, because at 3:00 in the morning, I listen to the two of you. Um, so, okay. So, so that brought a lot of clients and then, um, and then I started and so we got really, um, a lot

[1:25] YouTube https://youtu.be/rzPZJ7O9iao?t=78 || Helping a $300K Coaching Business Scale
of influx of clients with that. So, I speak in stages, but in the beauty industry, there's only so many stages, and I'm pretty much almost up to all of them. They're probably getting sick of me. Um, so my question is, um, in in this year, we went from onboarding last year, um, 20 new clients, which each client average

[1:49] YouTube https://youtu.be/rzPZJ7O9iao?t=102 || Helping a $300K Coaching Business Scale
is 30K, um, to only 10 clients this year and lost 10 clients. Yeah. So we're like, but what I focused on is the internal structure so I could scale next year. So from listening to the two of you, maybe my model is not scalable. I think your model is totally scalable. You just have no acquisition. Oh, I have one acquisition at one point.

[2:14] YouTube https://youtu.be/rzPZJ7O9iao?t=127 || Helping a $300K Coaching Business Scale
Well, I didn't know you had the profit first branded book that you wrote for salons. This just screams bookfunnel. Okay. You like the issue that you had before was that you tried to do a call funnel which is the toughest type of funnel to get going because if you don't have a brand it's very you have to be

[2:30] YouTube https://youtu.be/rzPZJ7O9iao?t=143 || Helping a $300K Coaching Business Scale
very good at every part of it like you need to really understand media buying really understand creative really understand call conversion scaling teams all that kind have third party finance like you got to be dialed book funnels because of kind of the brand halo effect that goes with it you will be able like selling books is not

[2:47] YouTube https://youtu.be/rzPZJ7O9iao?t=160 || Helping a $300K Coaching Business Scale
that difficult and so then the only thing that happens basically it's much easier to find someone to be able to sell a book especally if You can show, you know, I'm sure you have Amazon five star reviews, things like that. I do bestseller, right? Exactly. And so you're like, cool. This this book clearly has value.

[3:01] YouTube https://youtu.be/rzPZJ7O9iao?t=174 || Helping a $300K Coaching Business Scale
Yes. Number one, I thought I sold organically 3,000, no, 4,000 copies in less than two years. That's awesome. So that means they like it. Yeah. And so now we just need to like force people to find out about it. And so I would just point it out to the book. The thank you page on the purchase of the book is book a call and we'll

[3:21] YouTube https://youtu.be/rzPZJ7O9iao?t=194 || Helping a $300K Coaching Business Scale
walk you through which chapters apply to you. Okay. And should my message always be about profit first? That's my question. Because well if it works if it works like if that's the messaging that salon owners uh resonate with then that's that's what works. But I I'll bet you right now what you could do so you have you have 20

[3:43] YouTube https://youtu.be/rzPZJ7O9iao?t=216 || Helping a $300K Coaching Business Scale
active customers right now. Uh 40. You have 40. Okay. So what I would do is I would ask those 40 for what it was like when they met you and then what it's like now one year or two years later how much their life has changed. And so I'd want that to be internal like how's my life changed and then external

[3:59] YouTube https://youtu.be/rzPZJ7O9iao?t=232 || Helping a $300K Coaching Business Scale
give me the stats and you want the hook. So I'm getting really tactical here but here we go. I want the hook of the ad to be the moment that was the highest pain. And so the question that you'd ask is what was the worst moment before you started working with me that made you want to do this? Yeah. Right. And it's like I couldn't pay

[4:15] YouTube https://youtu.be/rzPZJ7O9iao?t=248 || Helping a $300K Coaching Business Scale
payroll or I you know whatever that moment is right that becomes the hook of the ad. And so then the the book and you are positioned as the bridge that got them from where they are where it sucks to where they want to go which is in happy land with you. And so ad is structured that way. Landing page is just they buy

[4:32] YouTube https://youtu.be/rzPZJ7O9iao?t=265 || Helping a $300K Coaching Business Scale
the book. You can also just make it free plus shipping. So it's even lower. So sell the book for $4.95 and or rather make it free and give the shipping for $4.95 whatever. And then the thank you page is basically a a small video from you that says, "Hey, I'm the author of this and I've been working in the salon

[4:47] YouTube https://youtu.be/rzPZJ7O9iao?t=280 || Helping a $300K Coaching Business Scale
industry for however many years. There's seven principles to making salons work. And if you want, we can help you apply. You know, like reading a book can be intimidating. We'll just pull out the chapters that apply to you right now because you don't want to do this stuff in the wrong order at the wrong time."

[5:00] YouTube https://youtu.be/rzPZJ7O9iao?t=293 || Helping a $300K Coaching Business Scale
And so I just want to help you out. The first call, leave your credit card at home. I'm not going to try and sell you anything. At the end of the call, if it makes sense, we'll set another call. Very low pressure. And then that way I think you'll be able to book plenty of calls that you'll be able to close. And

[5:12] YouTube https://youtu.be/rzPZJ7O9iao?t=305 || Helping a $300K Coaching Business Scale
I think the book is the front end with te the testimonials about the book and you basically this is a nice brand play too. Like the the big reason that I think in general books are very hard and not worth the return. But the one big benefit of books is that they are very brand building. It's no there's zero ick

[5:29] YouTube https://youtu.be/rzPZJ7O9iao?t=322 || Helping a $300K Coaching Business Scale
to you selling a book. And so I think that long term is a good play. Yeah. Okay. I would use that like I don't think your business model isn't scalable. Selling $30,000 of advice is very scalpable. And we are um LTV at three years. Yeah, you have 90k LTV. You should be able to spend whatever the hell you want

[5:44] YouTube https://youtu.be/rzPZJ7O9iao?t=337 || Helping a $300K Coaching Business Scale
to get salon owners. Like the amount I' I talked to somebody who's in the salon space every month. Really? And yes, there tons. And it's just like the gym space. There's a gazillion people who try to sell to it because it's like, oh, there's gyms, there's salons, like there's dentists, like they have like six people, six types of

[5:59] YouTube https://youtu.be/rzPZJ7O9iao?t=352 || Helping a $300K Coaching Business Scale
businesses they can name that are brick and mortar. Salon is always one of them. So there's plenty plenty of competitors in the space. Like you just have to run ads to the book, put a thank you page up, call them. Okay. That's it. Thank you. That's the play. If you're a business owner and you are not growing as fast as

[6:16] YouTube https://youtu.be/rzPZJ7O9iao?t=369 || Helping a $300K Coaching Business Scale
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

[6:31] YouTube https://youtu.be/rzPZJ7O9iao?t=384 || Helping a $300K Coaching Business Scale
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, customer success, recruiting, IT, human

[6:44] YouTube https://youtu.be/rzPZJ7O9iao?t=397 || Helping a $300K Coaching Business Scale
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 deconrain the business and you're trying

[7:00] YouTube https://youtu.be/rzPZJ7O9iao?t=413 || Helping a $300K Coaching Business Scale
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. Wealth Loves Time. Poverty Loves Indecision. (https://youtu.be/CS%E2%80%93glCpAhk) This video isn't available anymore


VIDEO
TITLE: Helping a Real Estate Education Business Scale to $3M
URL: https://youtu.be/sGiObaoef10
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/sGiObaoef10?t=0 || Helping a Real Estate Education Business Scale to $3M
Hey, Alex. Uh, my name is Henry. I sell uh education. I teach people how to fix and flip uh mainly the Hispanic market. So, it's only in Spanish. Uh, we did 1.3 mil last year. Uh, second year in business, and we want to do 3 million this year. So, with the more better, new, right? Right now, uh, we only do two events a

[0:20] YouTube https://youtu.be/sGiObaoef10?t=13 || Helping a Real Estate Education Business Scale to $3M
year, big events, 600 people, and we upsell to a high ticket, uh, 12,000, right? And we convert 20% of the room, more or less. So that 80% that went to that room never sees me again. I never sell them anything again. Okay. And well that 20% they bought my high ticket. The mentorship is a year. Sure.

[0:40] YouTube https://youtu.be/sGiObaoef10?t=33 || Helping a Real Estate Education Business Scale to $3M
And after that I don't sell them anything ever again. Okay. So uh more or better. Do I just do more of these events and like never ending looking for new customers for the rest of my life or Well, should I focus? No, you're good. You're in education. Yeah. And education graduates people. Yeah. It's how education works. So if you look

[1:02] YouTube https://youtu.be/sGiObaoef10?t=55 || Helping a Real Estate Education Business Scale to $3M
at the education system overall, the way to create continuity in education is just always have something else to learn or to teach, right? Like first year, now you're an undergrad, now you're a graduate student, now you have a masters, then there's a PhD and you get a second PhD, right? Like you just you

[1:13] YouTube https://youtu.be/sGiObaoef10?t=66 || Helping a Real Estate Education Business Scale to $3M
just keep, you know, people just become endless students. And so do you want to sell the business eventually or do you just want to make money? Uh make money. I mean, we're not No, it's fine. No, I I prefer the truth. Um yeah, I mean the easiest thing to do is just double the amount of events you're doing. either just do you could

[1:27] YouTube https://youtu.be/sGiObaoef10?t=80 || Helping a Real Estate Education Business Scale to $3M
either go one a quarter or you can do two at 1200. And would you travel or just stay in where I'm at in Miami? Is that where you run them now? In Miami? Yeah, I would do East Coast, West Coast. Yeah. Yeah. Maybe Texas or something. Yeah. Okay. So Henry is at the productiz stage and the issue that he's dealing with is that

[1:46] YouTube https://youtu.be/sGiObaoef10?t=99 || Helping a Real Estate Education Business Scale to $3M
customers have nothing else to buy and churn. Literally right there first line and he says it himself. All right. And so in order to graduate, he has to connect his customer success to product and then make something new to sell them, which is the back end. So I recommended he follow exactly that advice um and create either a higher

[2:02] YouTube https://youtu.be/sGiObaoef10?t=115 || Helping a Real Estate Education Business Scale to $3M
level thing or if he wants to build out continuity that actually sticks, maybe consider downelling, something that's maybe a cheaper annual fee uh for continued access uh to some of his services and events. But the big picture though was what does he want to do? Now if he just said I want to sell this

[2:18] YouTube https://youtu.be/sGiObaoef10?t=131 || Helping a Real Estate Education Business Scale to $3M
company then we have to create some sort of revenue retention so that it becomes valuable. But for him he was like I just want to make more money. And so then the obvious answer is like cool then just do way more. And so instead of just having the two events on one side of the US put two events on the other side. Just like

[2:33] YouTube https://youtu.be/sGiObaoef10?t=146 || Helping a Real Estate Education Business Scale to $3M
that you can double the business with really no operational risk whatsoever. I mean you have a really simple solution like just run the same playbook more times. If I want, if you were like, I want to build a more valuable business, then I would say take the year to figure out revenue retention, which is how do I get

[2:47] YouTube https://youtu.be/sGiObaoef10?t=160 || Helping a Real Estate Education Business Scale to $3M
these people who pay me $12,000 to pay me another $12,000 or pay me $30,000 next year or even downell them to something that's $5,000 a year, but they stay, right? And focus on retaining that top tier that paid me the high ticket. Yeah. But I think considering for the model that you have, downselling the

[3:04] YouTube https://youtu.be/sGiObaoef10?t=177 || Helping a Real Estate Education Business Scale to $3M
upsell, um, I actually like a lot. Okay. So if they paid you 12, maybe they'll stay for three a year, three to five, um, just to have access to the network and some of your vendors and the stuff that you kind of like provide. Um, and I think that's something that people would be far more likely to stick with. And so

[3:21] YouTube https://youtu.be/sGiObaoef10?t=194 || Helping a Real Estate Education Business Scale to $3M
then you can basically think about your business as from a zooming all the way out perspective is that the $12,000 is actually like offset CAC, uh, which is like you could break even on the $12,000 if you know that someone gets it into a $3,000 year membership. That's pretty much all margin. that doesn't leave. So,

[3:37] YouTube https://youtu.be/sGiObaoef10?t=210 || Helping a Real Estate Education Business Scale to $3M
it's like that allows you to spend way more than your competition because they need to make money on the 12. You can break even on the 12 and then you just have this stack of $3,000 bills that just keep stacking up. That's like low low effort to maintain. Got it. Make sense? Yeah, it's good. The nice thing is that you were honest

[3:53] YouTube https://youtu.be/sGiObaoef10?t=226 || Helping a Real Estate Education Business Scale to $3M
about just wanting to make more money. It makes this a lot easier. Yeah. Yeah. Yeah. Don't say I want to make an impact. So, big picture, he's an education business and education businesses graduate customers because they teach you. I mean, if you do a good job, you graduate. That's kind of how school works, right? And so the real

[4:06] YouTube https://youtu.be/sGiObaoef10?t=239 || Helping a Real Estate Education Business Scale to $3M
continuity in education is just more education, right? Look at college, then you have a masters, then you have a PhD, then you have a double PhD, and then you're just crazy. Who knows? All right? And so the point here though is that he could try and build a recurring revenue stream from this business. But in all

[4:22] YouTube https://youtu.be/sGiObaoef10?t=255 || Helping a Real Estate Education Business Scale to $3M
likelihood, his goal was just to make more money. And so why add complexity if that's not his goal? So I was like, cool, just run more events and do them in different areas so you attract different customers. So, if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to

[4:35] YouTube https://youtu.be/sGiObaoef10?t=268 || Helping a Real Estate Education Business Scale to $3M
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 you're a fit, we'd love to potentially see you out here in


VIDEO
TITLE: Build the Life You Want in Three Steps
URL: https://youtu.be/ss_FPYy1PXA
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/ss_FPYy1PXA?t=0 || Build the Life You Want in Three Steps
I ask every uh guest at the end of the podcast, what's the best piece of advice you've ever received? But I'll change it for you a bit. I don't know. If all your books, videos, and tweets were erased from the internet forever and all you had was the next 60 seconds to leave to the world, what's the most useful thought you could leave to the world?

[0:44] YouTube https://youtu.be/ss_FPYy1PXA?t=37 || Build the Life You Want in Three Steps
figure out what you want. Ignore the opinions of others and do so much volume that it would be unreasonable that you would be unsuccessful. Well, everyone, uh, this has been your guest, Alexi. This is the Jack Neil podcast. Thanks. Real quick,


VIDEO
TITLE: Why Hiring a COO Usually Backfires
URL: https://youtu.be/tR8F6FYwgNk
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, scaling, productivity

[0:00] YouTube https://youtu.be/tR8F6FYwgNk?t=0 || Why Hiring a COO Usually Backfires
Oh, from Norway. I've been been a follower since the subundk days. Nice. And firstly, I would like to thank you for the opportunity. Thank you, man. I've run uh a hunting and fishing company uh equipment from two brick and mort two brick and mortar stores and an e-commerce site. So I built that from a 4K student loan.

[0:32] YouTube https://youtu.be/tR8F6FYwgNk?t=25 || Why Hiring a COO Usually Backfires
Nice. And I didn't take any pay for two years, provided uh three 3k a year to fund inventory and and since twins 2015, we've been on top we three profitability in our niche. I'm sorry. I have a terrible feedback. Yeah, I know. Sorry, brother. Okay. Yeah. In 2025, we did $6.5 million revenue, a million1 EBIDA.

[1:07] YouTube https://youtu.be/tR8F6FYwgNk?t=60 || Why Hiring a COO Usually Backfires
Okay. Based off of a 39 and a half grand gross profit. Got it. Uh I have 60,000 active customers out of 143K total. Mhm. And a market size of $100 million. Okay. Uh we're decent decent cash cow, but I'm still the chief ex chief everything officer. Mhm. Working 80 80our week. Mhm. I have a massive skill depth in

[1:37] YouTube https://youtu.be/tR8F6FYwgNk?t=90 || Why Hiring a COO Usually Backfires
attracting hiring and and onboarding a players which is stopping me from scaling. Mhm. If you were in my shoes, what would be the exact sequence of building a people people playbook so I can stop being the bottleneck and build a sellable asset? What takes the majority of your time? Everyday tasks. More specific.

[2:08] YouTube https://youtu.be/tR8F6FYwgNk?t=121 || Why Hiring a COO Usually Backfires
talking to customers, taking out the trash, doing uh more or less every no one else does. Yeah. So, I mean, in terms of sequence, the first thing I would do is be able to answer that question clearly with a time study. And so, the reason I do time studies is because if you have a 15-minute increment, what appears to be random

[2:33] YouTube https://youtu.be/tR8F6FYwgNk?t=146 || Why Hiring a COO Usually Backfires
things tend to fall into patterns. And so if you do it 15 minutes every single day for one or two weeks, like we do this with new CEOs when we acquire a company, the first thing we have them do is do a time study because that way we can actually tell whether like, hey, my head's on fire, day-to-day operations.

[2:48] YouTube https://youtu.be/tR8F6FYwgNk?t=161 || Why Hiring a COO Usually Backfires
It's like, how do we translate that? Because what we'll do is we'll see all the activities that you're doing and say, okay, is there a role right now that exists that encompasses the vast majority of the stuff? And it might mean that you have one or two roles that are missing or three roles that are missing

[3:01] YouTube https://youtu.be/tR8F6FYwgNk?t=174 || Why Hiring a COO Usually Backfires
um within the business. I do understand that you got 1.1 million in IBIDA and it's like you don't want to hurt that but the idea would be can we replace you know twothirds of your time so we can free up some more of it so we can create more profit in the business with the time that you have doing higher leverage activities.

[3:23] YouTube https://youtu.be/tR8F6FYwgNk?t=196 || Why Hiring a COO Usually Backfires
Yeah, I' I've been look looking at at hiring chief operations officer. Okay. So chief, you know, head of ops is not necessarily a bad role overall, but a lot of times it tends to be a junk drawer. And so if you, when I say junk drawer, just like you open it up and there's just a whole bunch of stuff

[3:45] YouTube https://youtu.be/tR8F6FYwgNk?t=218 || Why Hiring a COO Usually Backfires
inside of it. And so if you want to hire that person successfully, you're going to have to really clearly define all of the activities that you want them to do. And so either way, you're going to have to start with this time study to get a better hold on the many things from taking the trash to talking to customers

[3:57] YouTube https://youtu.be/tR8F6FYwgNk?t=230 || Why Hiring a COO Usually Backfires
that you're currently doing. I would also bet that there's some stuff that you're doing right now that you could also just choose not to do and the business would be okay. So like when you're talking to customers, what are you doing it for and how often? Basically more or less every every day. Yeah. But for what what reason?

[4:17] YouTube https://youtu.be/tR8F6FYwgNk?t=250 || Why Hiring a COO Usually Backfires
Because usually when things start to shift. Okay. So customer So this is customer service. Yes. Okay. And so, do you have no customer service reps? I do. I have one guy, but he's he's too he's he's too young. Okay. I would I will I will How old is he? 24. Okay. Well, like right now there's a bunch of 24y olds who have like billion

[4:43] YouTube https://youtu.be/tR8F6FYwgNk?t=276 || Why Hiring a COO Usually Backfires
dollar companies and so I don't think he's too young. Um, I would say that you probably haven't trained him on the skills required because a customer service role, it's like there's five things that are happening in that role and we just need to give them a script for how to handle all those things and

[4:58] YouTube https://youtu.be/tR8F6FYwgNk?t=291 || Why Hiring a COO Usually Backfires
then train them on saying the script. Okay. Because there's no like 24 years old. I mean, my god, that's it's a grown man. Yeah. But he's still a kid. Well, I mean, if you treat him like one, is it your kid? Okay. No, it's uh the son the son of a really good friend of mine. Yeah. Then maybe you treat him like a

[5:26] YouTube https://youtu.be/tR8F6FYwgNk?t=319 || Why Hiring a COO Usually Backfires
kid still, right? But I mean, fundamentally like he probably wants to do a good job and you probably have to empower him to do so because if everything every time something gets difficult, you jump in rather than basically I'm going to say this and don't take offense to it, okay? you're being lazy by jumping in to solve

[5:44] YouTube https://youtu.be/tR8F6FYwgNk?t=337 || Why Hiring a COO Usually Backfires
the problem for him rather than doing the work of training him to do it for you because in the short term it will cost you more time and frustration than it does in the long term. And so right now you jump from short-term fix to short-term fix to short-term fix all day long rather than taking the excess time

[6:01] YouTube https://youtu.be/tR8F6FYwgNk?t=354 || Why Hiring a COO Usually Backfires
in the front end and the risk of what happens if this person leaves after I train them. Yes. So I think like that's once you talk to customers so that's like okay if we train this guy up that'll take off some portion of what you're already paying him to do. So that'll free up your time and you don't have to pay anymore. What

[6:20] YouTube https://youtu.be/tR8F6FYwgNk?t=373 || Why Hiring a COO Usually Backfires
else are you spending your time on? Marketing uh purchases. Okay. When you say per you mean marketing to get customers to buy, right? Yes. Okay. Is purchases something different? Are you like are you buying material like what is that a separate item or you saying marketing to get purchases? Yeah. No, no, no. Merchandise

[6:42] YouTube https://youtu.be/tR8F6FYwgNk?t=395 || Why Hiring a COO Usually Backfires
like purchasing merchandise. Yes. Okay. Got it. So you so you do the buying and you do the marketing to sell a product and you have a customer service team. So we can offso some of the customer. Do you have anyone who helps you helps you on the purchasing? Some. Okay. What stops them from doing all of

[7:01] YouTube https://youtu.be/tR8F6FYwgNk?t=414 || Why Hiring a COO Usually Backfires
it? uh on the larger scale larger scale stuff. Yeah. Especially the ones that are above probably 100k a year. Yeah. I want to make sure that I I hold in those myself. Okay. Because the the the main the the main scaling of the business has always been the main the gross margin. Yeah. No, I hear you there. So, um, by

[7:33] YouTube https://youtu.be/tR8F6FYwgNk?t=446 || Why Hiring a COO Usually Backfires
percentage of purchasing activity, what percentage are you doing versus the guy you've hired? Total purchasing a year. Mhm. Probably 55 to 60 60%. Is you or him? No, me. Got it. Is that by dollar amount or by number of transactions you have to buy? No, that's dollar amount. Okay. So he's still doing the majority

[8:01] YouTube https://youtu.be/tR8F6FYwgNk?t=474 || Why Hiring a COO Usually Backfires
of them and then you save the few bigger ones but they tend to be the lion share I'm guessing. Yes sir. Okay. So is that a huge time suck for you? How many how many hours a week do you say would you say? Uh it depends on time of year because it's such a seasonable it seasonable business. So I would say uh this time of

[8:21] YouTube https://youtu.be/tR8F6FYwgNk?t=494 || Why Hiring a COO Usually Backfires
year for first quarter probably half my time. Got it. That's a lot. Okay. So the the document like I'll just tell you right now it sounds like the big issue is documentation and training. So the process Yeah. So the process that you go through is you have a decision tree. You haven't written it down but

[8:44] YouTube https://youtu.be/tR8F6FYwgNk?t=517 || Why Hiring a COO Usually Backfires
it's in your head, right? And so what you have to do is basically walk through how you make the decisions for these purchases around pricing. Like you it's and it you know what it it's a lot of if then statements. And I know this because I have to train our AI on how I make business decisions. And so you can

[9:00] YouTube https://youtu.be/tR8F6FYwgNk?t=533 || Why Hiring a COO Usually Backfires
imagine how how difficult it for me to to train a business generalist, right? They have to be able to answer something for a restaurant as much as an e-commerce as much as a an HVAC business as much as an internet marketing business or an agency or a core seller or a school community. Like it has to be

[9:15] YouTube https://youtu.be/tR8F6FYwgNk?t=548 || Why Hiring a COO Usually Backfires
able to know all of these things. So how do you train something like that? Well, you start with decision trees. Are you supply, you know, constrained? Are you demand constrained? Like for you it sounds like the issue overall is that um I mean you said it was a cash cow so I'm guessing it's flatish right? Um and the real

[9:34] YouTube https://youtu.be/tR8F6FYwgNk?t=567 || Why Hiring a COO Usually Backfires
constraint for you right now is uh you could sell more but you can't really because the supply constraint is you like the supply of your time is basically zero. And so as much as you want want to ramp you can't because you are the bottleneck right now right? Oh yeah I'm the bottleneck. Yeah. And so fundamentally, and this is

[9:51] YouTube https://youtu.be/tR8F6FYwgNk?t=584 || Why Hiring a COO Usually Backfires
like this will be my easy limus test for you, is that if you look at your calendar and your activities do not change from last week to this week, nothing is going to change. What's your head count right now? 14. 14. So, I would bet right now probably a third of your time is going to probably have to be dedicated to retraining or

[10:16] YouTube https://youtu.be/tR8F6FYwgNk?t=609 || Why Hiring a COO Usually Backfires
really first time training your staff on the things that they should be doing but that you're jumping in to do for them. Yeah, it it's it it's both uh um they're a low insecure and that's probably poor bo because of poor training. Yeah. I mean it makes sense. If you haven't trained somebody, they're going

[10:43] YouTube https://youtu.be/tR8F6FYwgNk?t=636 || Why Hiring a COO Usually Backfires
to do a bad job. I agree with you. You know what I mean? Of course. Like I said, it's uh it it's uh Well, how do we get over this insecurity thing? How do we get over this trust issue? Right. You've been wrong before. Somebody made a mistake. You gave up, you you know, you loosened up the reigns. They it up and they lost

[11:00] YouTube https://youtu.be/tR8F6FYwgNk?t=653 || Why Hiring a COO Usually Backfires
you money. Right. Yeah. Right. And so you basically have two paths. Path one is you keep doing what you're doing and you're going to keep making money, which is relatively reinforcing. And I'm I'm like, but you will not build a sellable business. You're keep working 80 hours 80 hours a week, which let's be real, a lot of

[11:18] YouTube https://youtu.be/tR8F6FYwgNk?t=671 || Why Hiring a COO Usually Backfires
people do that and they just and they just kind of like moan their way through it, right? The other option is that you're going to lose more money in the short term, but you'll be able to learn the skills of training a team and they're going to make mistakes, but you will eventually be able to get above it so you can

[11:33] YouTube https://youtu.be/tR8F6FYwgNk?t=686 || Why Hiring a COO Usually Backfires
actually make the business grow and make more money. Okay, think about this. You have like a uh Yeah, think about this. Think about how many mistakes you've made over your career that you've learned from. A lot, I'm sure. Right. Yes, sir. And so I think it's unfair to ask them to know everything, you know, without

[11:55] YouTube https://youtu.be/tR8F6FYwgNk?t=708 || Why Hiring a COO Usually Backfires
having made any mistakes of their own. And so I think honestly it's just a small shift in perspective. I would look at my schedule. So I really would I would start with the time study. I would look at all those activities and the first question once you finish that time study which is and I'll just say it

[12:12] YouTube https://youtu.be/tR8F6FYwgNk?t=725 || Why Hiring a COO Usually Backfires
really clearly because I have some people watching is open up an Excel sheet, set a timer on your phone, have it say Monday through Sat or Monday through Sunday and it starts at whatever time you start working and you do 15-minute increments for each cell. In each cell you set a timer on your phone.

[12:27] YouTube https://youtu.be/tR8F6FYwgNk?t=740 || Why Hiring a COO Usually Backfires
Every time the 15 minutes goes off, you write down what you did. At the end of the week or two weeks, next to each of those columns you color. You can go red, yellow, green, whatever you want to do. But there's going to be one bucket that is a delegate bucket, which is these are jobs that I'm already paying people to

[12:44] YouTube https://youtu.be/tR8F6FYwgNk?t=757 || Why Hiring a COO Usually Backfires
do that they're not doing. So, I need to delegate. And then the next step is going to be training. I've got to train those people on the things that they should already be doing in their job. That's going to open up some of the time. And that realistically is going to be the first real step. And that might

[12:55] YouTube https://youtu.be/tR8F6FYwgNk?t=768 || Why Hiring a COO Usually Backfires
take a month or two months. That's the first thing we do. After we've delegated more, now you're going to have a little bit of bandwidth. Now, in that delegation and training process, you're going to have to give them a decision box. Meaning some things should come to the owner for sure. Someone's about to

[13:08] YouTube https://youtu.be/tR8F6FYwgNk?t=781 || Why Hiring a COO Usually Backfires
sue you and they're get you on the phone like that should probably come to you, right? Is that going to happen a lot? Probably not, right? And so the idea is you can make decisions up to x amount of money. And if someone's upset, you're going to do one of these three things. And you're going to start with thing

[13:24] YouTube https://youtu.be/tR8F6FYwgNk?t=797 || Why Hiring a COO Usually Backfires
one. If they don't like that, you're going to thing two. If they don't like that, you go to thing three. If they don't like that, you can talk to me. But at least that covers 80 or 90%. Right? On the purchasing side, it's going to be the same thing. you're in a position box. This is the tree. We always ask for

[13:37] YouTube https://youtu.be/tR8F6FYwgNk?t=810 || Why Hiring a COO Usually Backfires
a second uh you know a second number. If the number this is what it was last year, it has to be within 6% of last year. And if it's not, send them this email or say this text back to them. And we keep because you have a way that you grind people, right? I mean, it's just negotiating. You have a way that you

[13:50] YouTube https://youtu.be/tR8F6FYwgNk?t=823 || Why Hiring a COO Usually Backfires
grind people and you just have to teach them that that way of grinding them. And so you'll teach them on the on the purchasing side and then we have to go task by task until what's left over is the few things that you don't have rolls for. And then with that leftover amount, then we can instead of hiring three more

[14:05] YouTube https://youtu.be/tR8F6FYwgNk?t=838 || Why Hiring a COO Usually Backfires
people that you're not going to train, we can hire maybe one person that actually gets the job done. And now the vast majority of your schedule's open. So you can either grow this business or sell it. Be good. But it's you're going to I mean this is going to be all people which I'm going to guess you're not like the most

[14:19] YouTube https://youtu.be/tR8F6FYwgNk?t=852 || Why Hiring a COO Usually Backfires
stoked about, but this is just the game. I mean, here's the good news. You're you're in physical product sales that has less headcount than a service business. And a service business is doing six and a half million. You'd want to kill yourself. This is I mean 14, you know what I like you you would hate it. So this is the game

[14:34] YouTube https://youtu.be/tR8F6FYwgNk?t=867 || Why Hiring a COO Usually Backfires
though. Okay. Thank you. No, I appreciate you. Thanks so much. Thanks. Bye-bye. Good luck. All right. See you, man. 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

[14:54] YouTube https://youtu.be/tR8F6FYwgNk?t=887 || Why Hiring a COO Usually Backfires
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

[15:07] YouTube https://youtu.be/tR8F6FYwgNk?t=900 || Why Hiring a COO Usually Backfires
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

[15:21] YouTube https://youtu.be/tR8F6FYwgNk?t=914 || Why Hiring a COO Usually Backfires
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

[15:33] YouTube https://youtu.be/tR8F6FYwgNk?t=926 || Why Hiring a COO Usually Backfires
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 Starting B2B Is a Distraction
URL: https://youtu.be/tysSBBQLur8
PRIMARY_TOPIC: scaling
TOPICS: scaling, niche, scaling, leads

[0:00] YouTube https://youtu.be/tysSBBQLur8?t=0 || Why Starting B2B Is a Distraction
career coaching services to corporate executives. Um so basically we help these people find their next role. So we did 7.2 million in revenue last year. Congrats. About 2 million in profit. Amazing. And um we know how to grow B TOC. We know that we can do that. But we're really wanting to get B2B going. Okay.

[0:15] YouTube https://youtu.be/tysSBBQLur8?t=8 || Why Starting B2B Is a Distraction
So these enterprise level deals are a little bit more they're a different ballgame, right? Okay. So we're struggling to get our first B2B deal because they have to be big enough to have the budget. Why do you want to do B2B? So this entrepreneur is obviously doing well. you know, he's doing multiple

[0:28] YouTube https://youtu.be/tysSBBQLur8?t=21 || Why Starting B2B Is a Distraction
millions of dollars a year and he's got something that says decent margins and he said in order to scale, he should do B2B, but he was in a consumer-based market and consumer markets are huge. There's way more consumers than there are businesses. So, he had a proven product with a proven acquisition

[0:42] YouTube https://youtu.be/tysSBBQLur8?t=35 || Why Starting B2B Is a Distraction
channel and was profitable and was growing and he was spending, you know, $300 or $5,000 a day. I was like, this is nothing um in terms of the amount of scale that's available for the product that he had. And so when he said he wanted to do this other new thing, I had an inkling that it was for no actual

[0:57] YouTube https://youtu.be/tysSBBQLur8?t=50 || Why Starting B2B Is a Distraction
reason besides he probably encountered some sort of difficulty that he assumed the new path wouldn't have. And so this is just a classic woman in the red dress. Why can't you just do more of what you're currently doing? We can I mean like we hit like 90 and uh in October and like that was a big like

[1:13] YouTube https://youtu.be/tysSBBQLur8?t=66 || Why Starting B2B Is a Distraction
a million month. Like that was the milestone where it's like okay let's start doing different stuff. I I'll tell you what my initial reaction is, which you're already probably guessing, which is like I will exhaust more before I look at anything new. And so, someone would have to make a very strong argument for me why I can't do more of

[1:27] YouTube https://youtu.be/tysSBBQLur8?t=80 || Why Starting B2B Is a Distraction
what I'm already doing. So, if I were to like buy your company tomorrow, I'd be like, "Yeah, don't worry about that. Just what are you what are you currently doing to get uh to get customers?" Uh, it's Facebook ads. Okay. So, what are you spending a day? Uh, anywhere from 3,000 to 5,000 a day, right? I'd be like, "Okay, so how do we

[1:41] YouTube https://youtu.be/tysSBBQLur8?t=94 || Why Starting B2B Is a Distraction
get to 100,000 a day and spend a day?" Yeah. Wow. Like what stops us from getting to 100,000 a day? Okay. And the answer to that question is the constraint. So what stops you from getting so let's say 10,000 a day. So that's a triple. So like what stops you from doing that? We were there in October right around

[1:58] YouTube https://youtu.be/tysSBBQLur8?t=111 || Why Starting B2B Is a Distraction
10,000 a day. And then we had like sales efficiency issues and stuff like that. Obviously Q4 is not like the best time to have that type of service. And so really just like making sure that our backend or our front end like sales call to close rate, all that good stuff is like able to profitable. And we have a lot of like

[2:13] YouTube https://youtu.be/tysSBBQLur8?t=126 || Why Starting B2B Is a Distraction
services like one-on- ones that we pair coaches really well. We have a writing team in house that we pay. So like there's there's cost. So what would but that those costs are fixed because you'd have that cost of the B2B, right? Okay. So what stops us? The problems that exist in the BTOC scenario also exist in the B2B scenario.

[2:30] YouTube https://youtu.be/tysSBBQLur8?t=143 || Why Starting B2B Is a Distraction
And so he's like, hey, I've got I've encountered this problem I don't know how to solve. And so my way of solving it is to not solve it and start something else that will create even more problems in my business. And so when you say it like that, it sounds ridiculous, but this is a decision-making process that or rather a

[2:43] YouTube https://youtu.be/tysSBBQLur8?t=156 || Why Starting B2B Is a Distraction
mistake-making process that a lot of people follow. Fundamentally, you want to ask why can't we do more? And the answer to that question is the constraint. And the only in my opinion proper constraint for deciding to uh go after a new avatar is that you run out of the existing avatar. So think about

[2:58] YouTube https://youtu.be/tysSBBQLur8?t=171 || Why Starting B2B Is a Distraction
this just have you ever done B2B like enterprise? M okay so the thing is is that um they are higher leverage but you're also going to have like 10 15 touch points and so the number of deals per guy is going to go down a lot. There's also going to be multiple stakeholders that you have to get involved on their side and multiple

[3:14] YouTube https://youtu.be/tysSBBQLur8?t=187 || Why Starting B2B Is a Distraction
stakeholders that you're going to introduce on your side. So just in general for B2B like enterprise level sales you increase conversion rate and stick of a customer by increasing the number of people that are involved in the transaction on both sides. So basically, you want to show you want to show as have as many of these ties as

[3:34] YouTube https://youtu.be/tysSBBQLur8?t=207 || Why Starting B2B Is a Distraction
you can to do enterprise sales. The the lowest risk adjusted return move in any business is to do more of what's already working and answer the question why why can't we do more? And so if you have a sales efficiency issue, then like solve the sales efficiency issue because it's holding you back from tripling. The

[3:49] YouTube https://youtu.be/tysSBBQLur8?t=222 || Why Starting B2B Is a Distraction
things that you brought up are all fixed problems as in they're they're problems on both paths. to to to forego the path you're currently on for a new path that's completely unproven with with the same problems that you know already exist is a much higher risk move than just saying yeah why don't we just get

[4:04] YouTube https://youtu.be/tysSBBQLur8?t=237 || Why Starting B2B Is a Distraction
to 30 million okay so just focus on maxing out B TOC about B2B till we're like fully confident BC like we're doing everything well not even that you're doing everything that you have exhausted the market of C's okay okay right like it's so if you want diversity then I'd still I would rather you go diversity of channel rather than

[4:24] YouTube https://youtu.be/tysSBBQLur8?t=257 || Why Starting B2B Is a Distraction
changing customers. The riskiest thing you can do, it's a new business basically. You're going have you have to have a new offering, have a new acquis like everything's new. And so I would rather if you if you have the itch for new, just get a second channel, but I don't think you're even close to that.

[4:36] YouTube https://youtu.be/tysSBBQLur8?t=269 || Why Starting B2B Is a Distraction
You're at 3 5,000 a day. I think you can totally spend 50 100,000 a day for sure just on that. What will likely be the next uh thing that gets in your way is that your rorowaz is going to drop. Uh, and so typically that's going to be uh you're going to need to have option one, better lead magnet, option two, better

[4:56] YouTube https://youtu.be/tysSBBQLur8?t=289 || Why Starting B2B Is a Distraction
creative, option three, superior CRO, conversion rate optimization just on the the the pages. Option four, improved sales efficiency. Option five, all four. And then that allows you to scale. And like fundamentally, the difference between companies that can spend 100,000 a day and 5,000 a day profitably is how

[5:12] YouTube https://youtu.be/tysSBBQLur8?t=305 || Why Starting B2B Is a Distraction
good they are. It's literally just making all of those pieces better. And that takes time because you can only change one of those at a time. time and this is why business takes time to grow. So,


VIDEO
TITLE: Helping a $1.7M Medical Clinic Scale
URL: https://youtu.be/uMgNfgPPMCQ
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/uMgNfgPPMCQ?t=0 || Helping a $1.7M Medical Clinic Scale
This year I got into the uh ketamine business and um so I purchased into one two partners. Everything's been organic growth at this. They did 1.3 last year. This year they'll do 1.7. The AITA was at 700. No marketing at all. So we starting to get into the marketing and then we found you can't you know

[0:24] YouTube https://youtu.be/uMgNfgPPMCQ?t=17 || Helping a $1.7M Medical Clinic Scale
since it's ketamine you can't advertise it. So, do you have any suggestions on how to advertise ads? Let me take this one. What? Yeah. Advertising ketamine. Well, we wouldn't advertise ketamine. You just got to go get distribution distributors. So, it's like you're like, "Oh, I can't take the risk. I'll just have somebody

[0:45] YouTube https://youtu.be/uMgNfgPPMCQ?t=38 || Helping a $1.7M Medical Clinic Scale
else take it." That's what I would do. So, it's like you have this big distribution. Like you basically the same thing as the CPA firm we're talking about earlier. It's like we just need to go find who are the people referring this. Like right now it's all word of mouth. Yeah. That means that there are the way word

[0:59] YouTube https://youtu.be/uMgNfgPPMCQ?t=52 || Helping a $1.7M Medical Clinic Scale
of mouth works is there's always nodes. It's not like every customer brings us one customer. It's really one out of 10 customer brings you 10 and the other nine bring you nothing. That's typically how it works. And so it's like who we need to identify who these nodes are that have the highest likelihood of

[1:12] YouTube https://youtu.be/uMgNfgPPMCQ?t=65 || Helping a $1.7M Medical Clinic Scale
referring us business and then enlisting them to do that on purpose rather than on accident. And so then that becomes the acquisition channel. And so then it's more because then you can advertise basically referrals affiliate the monetary component of it which is compliant to advertise. I just wouldn't

[1:27] YouTube https://youtu.be/uMgNfgPPMCQ?t=80 || Helping a $1.7M Medical Clinic Scale
say ketamine. I would say like we have a medical benefits thing blah blah blah blah blah and then that would be how I'd bring them in and they can then use their network that's not ads in order to drive traffic in. Okay, that's how I would think through it. So the second question I have is when I partnered the main thing was ketamine.

[1:45] YouTube https://youtu.be/uMgNfgPPMCQ?t=98 || Helping a $1.7M Medical Clinic Scale
Now they're wanting to do like five or six other services. That's going to be much harder to scale because when we go to the next location, instead of six staff members, now we have 22 staff members. That sounds terrible. So would you break off and like open different ketamine clinics so you could scale faster as opposed to

[2:07] YouTube https://youtu.be/uMgNfgPPMCQ?t=120 || Helping a $1.7M Medical Clinic Scale
stay in to the partners? Yeah, I would I would absolutely stay with the main thing of the business personally. That sounds like 101 entrepreneurial newbie 80day. Gotcha. I'm just being honest. Like we have this thing that works really great and it's all word of mouth and we're growing 30% a year and it's super high

[2:23] YouTube https://youtu.be/uMgNfgPPMCQ?t=136 || Helping a $1.7M Medical Clinic Scale
margin and so let's it up. Yeah. It's like standard playbook like we're like page four entrepreneurship like let's break something that works. Have you given them the feedback that you don't think that's the best decision? Yes. What have they said? They there's well and I was at first too because there was

[2:42] YouTube https://youtu.be/uMgNfgPPMCQ?t=155 || Helping a $1.7M Medical Clinic Scale
you know what if something happens where they uh you know FDA comes in and says like you can't do ketamine infusions you know right now it's there's no restrictions on it. So they wanted to get other stuff going for that which I agreed with at first but now it's getting to be so many that the staff is

[3:01] YouTube https://youtu.be/uMgNfgPPMCQ?t=174 || Helping a $1.7M Medical Clinic Scale
going to be so big that it's going to be hard to scale. give them the missed opportunities versus problems talk is that we have what everything you guys are talking about is missed opportunities. What we have in front of us are problems that we need to solve. And so if you keep solving these problems, you'll keep making more money.

[3:16] YouTube https://youtu.be/uMgNfgPPMCQ?t=189 || Helping a $1.7M Medical Clinic Scale
Yes, there is a structural risk of what happens if ketamine gets illegal. The question is how likely is that? It's probably not likely. And whenever they roll something out like that, it's usually a multi-year process. Yeah. Right. And so like you'll have ample heads up before they do anything like that. And if they did, it probably would

[3:30] YouTube https://youtu.be/uMgNfgPPMCQ?t=203 || Helping a $1.7M Medical Clinic Scale
be like you can't do unlimited. Like there's so many things that happen. It's it's an irrational fear typically that something like that would happen overnight. And so everybody here who was in COVID had to overnight figure out a business and almost all of us did. And so you won't even have that issue. And

[3:46] YouTube https://youtu.be/uMgNfgPPMCQ?t=219 || Helping a $1.7M Medical Clinic Scale
even if you did, you have the resources to do it. But distraction is going to kill the business significantly faster than the FDA will. Okay. 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

[4:02] YouTube https://youtu.be/uMgNfgPPMCQ?t=235 || Helping a $1.7M Medical Clinic Scale
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 where if you put in your business

[4:17] YouTube https://youtu.be/uMgNfgPPMCQ?t=250 || Helping a $1.7M Medical Clinic Scale
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 else has already struggled with it and

[4:31] YouTube https://youtu.be/uMgNfgPPMCQ?t=264 || Helping a $1.7M Medical Clinic Scale
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

[4:44] YouTube https://youtu.be/uMgNfgPPMCQ?t=277 || Helping a $1.7M Medical Clinic Scale
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 Problem With High Ticket
URL: https://youtu.be/unEEIfQNlIs
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:02] YouTube https://youtu.be/unEEIfQNlIs?t=0 || The Problem With High Ticket
between 100k and their first million a year to reach their first million a year with a three-step client acquisition formula called TNT. But before that for five years uh we were a was so website as a service. Um we sold 2.1 million over the last year. Net profit is like 950K. Um we would like to reach 500k

[0:23] YouTube https://youtu.be/unEEIfQNlIs?t=16 || The Problem With High Ticket
a month collected for Quebec market and have less complexity. Um okay situation here. So we have like 700 active client on the whole old system which was a was uh $200 a month thing. It was super cool but super frustrating. The team was started started to feel like robots. So we got emotional and we're like okay

[0:43] YouTube https://youtu.be/unEEIfQNlIs?t=36 || The Problem With High Ticket
let's move to high ticket. So that's what happened four months ago. Uh we started high ticket. We're like woohoo cash flow is here now. Um but the thing is I realized yesterday actually that my LTV to CAC is now very low. Um because my clients are home service businesses. I'm in Quebec. We can only run ads for like four months

[1:03] YouTube https://youtu.be/unEEIfQNlIs?t=56 || The Problem With High Ticket
for them because there's uh there's snow everywhere for like seven six seven months a year. The other thing is once the ads work, they stop the ads. Yeah. Because they are limited by capacity. Um so what's stopping me to grow? What do you want to do with this business? Uh what we want to do actually

[1:20] YouTube https://youtu.be/unEEIfQNlIs?t=73 || The Problem With High Ticket
is um well we want to because the first business sounded like a great business right I know the thing is we wanted to create a real transformation and I think that was can I tell you a secret very small business owners will never build a stable business because they are not stable has nothing to do with you

[1:46] YouTube https://youtu.be/unEEIfQNlIs?t=99 || The Problem With High Ticket
okay and this took me a very long time to figure out and I kept trying to bang my head against the wall being like, "How do I fix churn? How do I fix retention?" Like, uh, Shopify has best-in-class retention for VSNB, so very small business owners, proumers, if you will, and they keep 50% per year, right?

[2:02] YouTube https://youtu.be/unEEIfQNlIs?t=115 || The Problem With High Ticket
That's bestin-class, hundred billion dollar company. And so, I have only seen one model work with small business owners, and it's ultra- low priced. And you build the entire business around uh having high gross margins, but low prices, right? So the west. Yes. That was a good thing because I feel like I'm trying to push a

[2:21] YouTube https://youtu.be/unEEIfQNlIs?t=134 || The Problem With High Ticket
high only thing that happened is you just got impatient. Yeah. You had 700 customers paying you $200 a month. You're making 140 a month. Probably good margins. Yeah. It was nice. And you're like, right. And so I think honestly like you know the best thing that would have happened would have been that you didn't

[2:37] YouTube https://youtu.be/unEEIfQNlIs?t=150 || The Problem With High Ticket
take the last four months and build this other thing and you would have just kept doubling down and taken all that extra energy and said what were you doing in sales per month with the W. I just like saying WS. The WS. were uh on boarding like 40 to 50 new clients a month. What's churn? Um was we were keeping like 85% of

[2:54] YouTube https://youtu.be/unEEIfQNlIs?t=167 || The Problem With High Ticket
people year after year. Good business, right? The thing is super high gross margins 85% annual revenue retention. But when we started high ticket, we're like whoa cash flow is insane now like on month one but then maybe not later. That's interesting. Interesting. Yeah. Yeah. Pick. Um, well, yeah, the was for sure.

[3:30] YouTube https://youtu.be/unEEIfQNlIs?t=203 || The Problem With High Ticket
Sorry. I think it Yeah, that's for sure. The was and way better equity there, too. Yeah. Don't know why it would change. People were feeling like it's people were feeling like robots and there was no real transformation. But I think I need to go over that and treat it like it's a business and it's not

[3:50] YouTube https://youtu.be/unEEIfQNlIs?t=223 || The Problem With High Ticket
like an emotional in person thing, right? Well, you're certainly not making transformations now. They leave in four months. Yeah. So here's okay. So instead of thinking about transformations, just think so Elon has this really good frame around this. He said either we can help a very small amount of people, a ton, or we can

[4:06] YouTube https://youtu.be/unEEIfQNlIs?t=239 || The Problem With High Ticket
help a lot of people a little bit. and he has taken the perspective of helping a lot of people a little bit. And so I think with this business like they have demonstrated with their dollars that they value what you give them. They don't cancel it. They like it. When you give them the other thing you

[4:23] YouTube https://youtu.be/unEEIfQNlIs?t=256 || The Problem With High Ticket
think you're selling you're selling out of your own wallet. You're saying I wouldn't want this. I would want this. And then you're saying they're not like me. Duh. And we can still like sell the high ticket to the nuggets in the west. Yeah. That would be the thing. You know what would be even cooler?

[4:40] YouTube https://youtu.be/unEEIfQNlIs?t=273 || The Problem With High Ticket
Not doing that. Okay. Not even. No. Like it. Hear me out. So, so no, this is this is like uh I I will I will keep the entertainment for for entertainment purposes, but um I want you to I want you to really think about this. So, okay, there's going to be I didn't explain one of these other frameworks, but crash

[5:04] YouTube https://youtu.be/unEEIfQNlIs?t=297 || The Problem With High Ticket
course. So with every one of the implementations that you do, you have limited resources, time, effort, money, right? And so strategy is prioritization. It means how do we take these limited resources and allocate them against unlimited options. And so if you're not sure, it's because you're not doing the job of the

[5:20] YouTube https://youtu.be/unEEIfQNlIs?t=313 || The Problem With High Ticket
entrepreneur. There is always only one thing that is the most important in the business. And if you can't decide, that's on you. Okay? And so you have the you've got your team, you've got your money, you got whatever. And so instead of being like, man, uh, we should start this ascension thing, because you probably have really

[5:34] YouTube https://youtu.be/unEEIfQNlIs?t=327 || The Problem With High Ticket
good LB to CAC on this other business, the WAS business. Oh, yeah. Yeah, this one. Yeah. Yeah. Yeah. Right. And so instead of saying, hey, let's start this whole other business, right? Because it's a totally different service, totally different price point, whatever. Right. Just say like, what if we took all of that energy of starting

[5:49] YouTube https://youtu.be/unEEIfQNlIs?t=342 || The Problem With High Ticket
this other business, and just said, how do we get to 200 customers a month? True. Yeah. That would quadruple the business. Yeah. And if you did that, you'd be at $500,000 a month in six months. That's right. And it would be really good. $500,000 a month. Amazing. That helps. Cool. Thank you. No, you bet. If you were a business

[6:08] YouTube https://youtu.be/unEEIfQNlIs?t=361 || The Problem With High Ticket
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

[6:24] YouTube https://youtu.be/unEEIfQNlIs?t=377 || The Problem With High Ticket
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,

[6:36] YouTube https://youtu.be/unEEIfQNlIs?t=389 || The Problem With High Ticket
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

[6:50] YouTube https://youtu.be/unEEIfQNlIs?t=403 || The Problem With High Ticket
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 Moment I Realized Private Equity Had a Better Game
URL: https://youtu.be/vAYHqExM13o
PRIMARY_TOPIC: scaling
TOPICS: scaling, wealth, scaling, mindset

[0:00] YouTube https://youtu.be/vAYHqExM13o?t=0 || The Moment I Realized Private Equity Had a Better Game
Because last interview I asked Leila if there were any unexpected consequences of becoming famous on the internet. Uh and she basically hinted at no uh besides the hate portion. And uh I guess I just want to know tactfully how do you guys get into an opportunity and have a really good idea of what it's going to

[0:20] YouTube https://youtu.be/vAYHqExM13o?t=13 || The Moment I Realized Private Equity Had a Better Game
look like? because it's kind of the balancing I'm going to have to do a lot of volume to acquire this skill, but also I kind of know what uh work it's going to take because content or when you switched I think you sold Allen and went to acquisition pretty quickly after uh had you just been observing like different private

[0:40] YouTube https://youtu.be/vAYHqExM13o?t=33 || The Moment I Realized Private Equity Had a Better Game
equity and that kind of thing? Um there was a there was a few things that kind of contributed to starting acquisition.com. One is that Leila and I had made two investments in 2020 prior to us selling the company in at the end of 21. So we had we'd almost had you know a year and a half where we had made

[0:53] YouTube https://youtu.be/vAYHqExM13o?t=46 || The Moment I Realized Private Equity Had a Better Game
these two investments and they had gone really really well and I was like this is really cool and then when we ended up going through the process of um selling Allen and Prestige Labs and Gym Launch all in 2021 um we dealt with a lot of private equity firms and I remember there was a moment where I was sitting

[1:10] YouTube https://youtu.be/vAYHqExM13o?t=63 || The Moment I Realized Private Equity Had a Better Game
at the table and it was all of their team the private equity team and all of my team and I had a few kind of like conclusions that I that I came away from. Number one is that their team was more talented than my team and that's why their team was going to make more than mine. And the second was that the

[1:24] YouTube https://youtu.be/vAYHqExM13o?t=77 || The Moment I Realized Private Equity Had a Better Game
guy who was about to buy the business from me was going to make more money on my business than I was. I was like, "Huh?" And he didn't even start it or found it or know anything about gyms. I was like, "That's weird." And I was like, "He has a better game." And so I was like, "I should learn more about

[1:40] YouTube https://youtu.be/vAYHqExM13o?t=93 || The Moment I Realized Private Equity Had a Better Game
that game." And so then I spent I spent basically all of 2021 talking to every single investor I possibly could. um every person in the financial world I could get my hands on basically um to try and understand a model that but I was like how do I enter that game because like I'm not I don't have 10

[1:57] YouTube https://youtu.be/vAYHqExM13o?t=110 || The Moment I Realized Private Equity Had a Better Game
people who I know who went to Harvard and you know have all these banking connections like I don't know any of those people and so I was like okay well what can I do that they can't do and I was like I'm pretty good at marketing and so I was like okay well I did hear and I understood better that what one of

[2:12] YouTube https://youtu.be/vAYHqExM13o?t=125 || The Moment I Realized Private Equity Had a Better Game
the things of making you know a good investor is being a good picker but I can increase the likelihood that I make good picks if I just have way more to pick from. And so I was like, okay, so it's really just a marketing problem. So if I can just get more deal flow that wants to do deals with me, then I'll

[2:26] YouTube https://youtu.be/vAYHqExM13o?t=139 || The Moment I Realized Private Equity Had a Better Game
have a better pick and the deals that I'll be able to negotiate will be more advantageous even if I'm not the brightest tool in the shed. And so that was kind of the the thesis behind it was can we build and for each and to be fair when we started I was like I didn't know if it was going to work. I just thought

[2:41] YouTube https://youtu.be/vAYHqExM13o?t=154 || The Moment I Realized Private Equity Had a Better Game
of it in likelihoods. I was like, well, there's a few need to believes I have to believe that I can make, you know, content that will give views. So, I didn't know, but I was like, I'll see. They they do things. I can try and model what those people do. You know, the second thing that had to need to believe

[2:54] YouTube https://youtu.be/vAYHqExM13o?t=167 || The Moment I Realized Private Equity Had a Better Game
is, okay, if I do make content and it does work, that doesn't necessarily mean that it's going to translate to people who want to do deals with me or do business with me. So, that was a second need to believe. Um, and so those were probably like the two big ones that kind of straddled the decision overall, but

[3:07] YouTube https://youtu.be/vAYHqExM13o?t=180 || The Moment I Realized Private Equity Had a Better Game
they felt believable. And so I was like, worst case scenario, I'll just build an audience that doesn't generate deal flow and I'll figure something else out. Um, but that just felt like a pretty good idea at the time, which was, uh, if you can build an audience that trusts you because of value that you've provided

[3:26] YouTube https://youtu.be/vAYHqExM13o?t=199 || The Moment I Realized Private Equity Had a Better Game
over an extended period of time, then I just had faith that I would figure out what to do later. 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

[3:44] YouTube https://youtu.be/vAYHqExM13o?t=217 || The Moment I Realized Private Equity Had a Better Game
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 you where you're

[3:58] YouTube https://youtu.be/vAYHqExM13o?t=231 || The Moment I Realized Private Equity Had a Better Game
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

[4:12] YouTube https://youtu.be/vAYHqExM13o?t=245 || The Moment I Realized Private Equity Had a Better Game
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

[4:26] YouTube https://youtu.be/vAYHqExM13o?t=259 || The Moment I Realized Private Equity Had a Better Game
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 $12.5M E-Com Brand Scale to $50M
URL: https://youtu.be/vQkqAiew2Z0
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/vQkqAiew2Z0?t=0 || Helping a $12.5M E-Com Brand Scale to $50M
We sell on Amazon e-commerce. Y we talked last night. Um primarily stationary products. So calendars, planners, educational posters. We did 12.5 million last year. Like to be at 50 million and even get to 100 million. That's kind of the trajectory. I look at the you know what you your preamble earlier, right?

[0:19] YouTube https://youtu.be/vQkqAiew2Z0?t=12 || Helping a $12.5M E-Com Brand Scale to $50M
Sell, you know, go to increase your number of customers. Yeah. Do more of what's been working for you. And I have a podcast in the e-commerce space. ideally want to be like you when I grow up, but in the e-commerce space, I want to be like you. So, we're all good. Um, but with that being said, I our

[0:34] YouTube https://youtu.be/vQkqAiew2Z0?t=27 || Helping a $12.5M E-Com Brand Scale to $50M
number one priority for growth has always been find more products, opportunities on Amazon, launch those products, right? That's been our biggest growth lever all How many SKs do you have? 1,600. So, we've got a lot. It's all stationary. My wife designs it all, right? All stationary. All stationary.

[0:52] YouTube https://youtu.be/vQkqAiew2Z0?t=45 || Helping a $12.5M E-Com Brand Scale to $50M
I'm sure I bought something from you. Probably probably own that whole category. Okay. Yeah. Um, so we've looked at, you know, and Amazon's a cruel mistress in terms of decreasing profit margins, right? They're increasing fees. And I see like the ne over the next decade, you look at Amazon, you're going to be happy with

[1:09] YouTube https://youtu.be/vQkqAiew2Z0?t=62 || Helping a $12.5M E-Com Brand Scale to $50M
singledigit profit margins. It just becomes so competitive. So with that being said, we've gone on to Tik Tok shop, right? We've had some success there. Took 10% of our sales this year already. We've then taken the viral video, the videos that go viral on Tik Tok, we run meta ads on them, and we finally cracked Shopify for the first

[1:28] YouTube https://youtu.be/vQkqAiew2Z0?t=81 || Helping a $12.5M E-Com Brand Scale to $50M
time. All right, we've got a five row on that, right? So, we're doing that. I also look at wholesale, we briefly mentioned distribution in our conversation yesterday. So, as I look at like our number one priority for growth has always been do more of what's worked, which has been launch products to serve whatever crap

[1:44] YouTube https://youtu.be/vQkqAiew2Z0?t=97 || Helping a $12.5M E-Com Brand Scale to $50M
people are looking for on Amazon. Yeah. But I also have these things that are boiling up that I'm like, man, I think this can really help things. Tik Tok actually is supporting all of our Amazon. Yeah. Increasing organic rankings just people will search and buy it, right? So, how do I communicate that to the

[2:01] YouTube https://youtu.be/vQkqAiew2Z0?t=114 || Helping a $12.5M E-Com Brand Scale to $50M
team because it's like we still got to keep doing Yeah. So, that's the silence. That's the silent sixth, right? So, like we're going to continue to make the sausage. We're going to continue to do the the proven winning strategy and that's kind of that's the core. That's the base. We're not going to threaten the base to

[2:13] YouTube https://youtu.be/vQkqAiew2Z0?t=126 || Helping a $12.5M E-Com Brand Scale to $50M
try and pursue the new thing. But if you do see one of those writing on the walls type situations where you're like, I my margins are going to compress, etc., etc., um, then it makes sense to make your one big bet of the year, let's say it's Tik Tok. Um, uh, and I mean to be fair, it's not that much more work to

[2:28] YouTube https://youtu.be/vQkqAiew2Z0?t=141 || Helping a $12.5M E-Com Brand Scale to $50M
just take the same ads and then run them on to Shopify. Um, and then that becomes the objective of the year, which I would probably just put into owned, you know, owned customer list is probably how I would just categorize that for the team. Um I feel like that's it. So what what um what was the actual question?

[2:46] YouTube https://youtu.be/vQkqAiew2Z0?t=159 || Helping a $12.5M E-Com Brand Scale to $50M
Yeah, I mean that so you talked about that that being like hey this is the one thing we're doing right because we've got 25 team members already. They're all serving that one thing which is finding launching new products and I've got a small other team. Yeah. My follow-up question to this has been because I um was talking earlier Yeah.

[3:06] YouTube https://youtu.be/vQkqAiew2Z0?t=179 || Helping a $12.5M E-Com Brand Scale to $50M
about go hire a director of marketing that can go run this whole Tik Tok side. Yeah. All of the Shopify stuff that we want to do. I've been doing a lot of it myself and almost my reluctance to go hire somebody is like, well then what else do I do in the business? You know what I mean? So I I'll I'll make you a promise and I

[3:26] YouTube https://youtu.be/vQkqAiew2Z0?t=199 || Helping a $12.5M E-Com Brand Scale to $50M
don't make promises often. I promise that if you replace what you were doing, you will find something else to do. Well, I know that. Well, then then I will double down on that because, you know, I've got this other e-commerce thing. Like, ideally, a decade from now, I'm I've got a win and I can go do this exact same thing

[3:43] YouTube https://youtu.be/vQkqAiew2Z0?t=216 || Helping a $12.5M E-Com Brand Scale to $50M
you're doing, but in the e-commerce space, right? Yeah. To me, I'm always like, "Oh, go do more speaking on stages. Go start building my own personal brand." It's kind of what I like I wouldn't that wouldn't be my priority. I think get the win because like say it differently. Take it take it to the natural logical extreme.

[4:01] YouTube https://youtu.be/vQkqAiew2Z0?t=234 || Helping a $12.5M E-Com Brand Scale to $50M
So you do lots of stage stuff and then the main business suffers and then you don't get the W, then you're just a, you know, airbag, right? If you on the flip side, you don't do any speaking and you get the win, all those doors open 10fold. And so like what matters more, the win. So get the win. Yeah.

[4:21] YouTube https://youtu.be/vQkqAiew2Z0?t=254 || Helping a $12.5M E-Com Brand Scale to $50M
Easy enough. I do think that with your audience that you have, you'd be able to very easily headhunt a really savage director of marketing who's already done e-commerce for Tik Tok shop or or Shopify. And I'd probably do it on your podcast. I'd be like, "Hey, I'm looking for a savage." Like read Ernest Shackleton's uh ad like

[4:40] YouTube https://youtu.be/vQkqAiew2Z0?t=273 || Helping a $12.5M E-Com Brand Scale to $50M
looking for men, low chance of survival. Uh just like this is a dangerous place to work and I think you will attract the right people. Awesome. Thank you. And don't be afraid to pay them a lot. Okay. 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

[4:55] YouTube https://youtu.be/vQkqAiew2Z0?t=288 || Helping a $12.5M E-Com Brand Scale to $50M
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

[5:10] YouTube https://youtu.be/vQkqAiew2Z0?t=303 || Helping a $12.5M E-Com Brand Scale to $50M
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

[5:23] YouTube https://youtu.be/vQkqAiew2Z0?t=316 || Helping a $12.5M E-Com Brand Scale to $50M
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

[5:37] YouTube https://youtu.be/vQkqAiew2Z0?t=330 || Helping a $12.5M E-Com Brand Scale to $50M
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 Landscaping Business Scale
URL: https://youtu.be/vU3Uo1m_w2k
PRIMARY_TOPIC: scaling
TOPICS: scaling, scaling, wealth, hiring

[0:00] YouTube https://youtu.be/vU3Uo1m_w2k?t=0 || Helping a Landscaping Business Scale
Uh, I own a landscape design construction company in the Florida panhandle. We sell primarily to homeowners. Last year we did around 1.5 million in revenue, around 300k net. This year closer to 2.2 million and 400k net. Uh, I have one main crew, seven crew members, and then I sub out another like five guys.

[0:24] YouTube https://youtu.be/vU3Uo1m_w2k?t=17 || Helping a Landscaping Business Scale
All right. Um, I got about 300k in cash. And my big goal is to have, you know, a $50 million plus landscape and construction firm with multiple divisions. Enterprise value right now. What is it? Enterprise value or sales? Enterprise value. Okay, got it. Yeah. So, my main bottlenecks right now, uh, it's it's kind of a little bit of

[0:51] YouTube https://youtu.be/vU3Uo1m_w2k?t=44 || Helping a Landscaping Business Scale
everything. recruiting ops, uh, deciding where to place the big bets, you know, buy property, invest in crews, um, you know, where to put that big allocation of money. So really the main question I have is with everything that you have with context as far as what I do with the the revenue, the net cash,

[1:15] YouTube https://youtu.be/vU3Uo1m_w2k?t=68 || Helping a Landscaping Business Scale
what I have in uh you know dry powder, where do you think I should put the next investment that gets the highest compounding return over the next 12 to four or 24 months that'll give me the closer to my goal? more trucks, you know, buying or leasing a property that I've thought of that's high traffic area

[1:32] YouTube https://youtu.be/vU3Uo1m_w2k?t=85 || Helping a Landscaping Business Scale
that could get me ideal clients, more marketing brand or something else I'm not seeing. Yeah. Well, first off, uh, kudos on the question and context and getting to it. It actually gives me very helpful. Um, so basically you have to 20x, right? If you want the $50 million enterprise value, so 8 million in IBIDA, call it

[1:50] YouTube https://youtu.be/vU3Uo1m_w2k?t=103 || Helping a Landscaping Business Scale
6x, 6 and a halfx, uh, is what you're going to get in multiple. So that gives you your $50 million enterprise. You're currently doing 400k. So 20x that uh would be uh 8 million. So uh we got to get to like 44 million, you know, topline as the goal. So that's a great long-term goal, but in terms of short

[2:07] YouTube https://youtu.be/vU3Uo1m_w2k?t=120 || Helping a Landscaping Business Scale
term, the best allocation of resources is always going to be the constraint because that's where you're going to get the highest return. And so the question is number one, why can't you do more of what you're currently doing? So what stops you? So right now I am kind of in everything. You know, I'm in what you call the

[2:25] YouTube https://youtu.be/vU3Uo1m_w2k?t=138 || Helping a Landscaping Business Scale
swamp. Sure. You know that$1 to3 million where I'm my hands are kind of in everything and I don't really have like two to three sellers that can run crews or you know eventually division like I kind of have to put out all the fires. Yeah. I have to make all the decisions. Yeah. And I can market and sell. I've marketed

[2:41] YouTube https://youtu.be/vU3Uo1m_w2k?t=154 || Helping a Landscaping Business Scale
and sold up to this point and I think if all I had to do is market and sell, I could easily take it to 10 million plus. Yeah. pretty quickly, but I'm only able to allocate maybe 20 hours of my time per week, actually go do consultations, market, and what are close rates right now? Close rates are right around 30%.

[3:03] YouTube https://youtu.be/vU3Uo1m_w2k?t=176 || Helping a Landscaping Business Scale
Okay. What's the sales motion? The sales what? Sorry. How do you sell people? Like what's walk me through the the process of selling? So the process is So lead comes in from what usually? Yeah. Yeah, they usually come in um inbound through organic search, organic social. That's where I get about 70% of my lead flow right now.

[3:26] YouTube https://youtu.be/vU3Uo1m_w2k?t=199 || Helping a Landscaping Business Scale
60 to 70%. And then they fill out a form and then we schedule an in-person consultation where we decide what they want to do with their property. And I have a range of services from everything from yeah, you know, full refreshes to, you know, 150k plus landscape design and renovation projects. So there's kind of

[3:46] YouTube https://youtu.be/vU3Uo1m_w2k?t=219 || Helping a Landscaping Business Scale
a huge range and you close on that meeting problems. No, it's a two-part CL. It depends on what I do. So if it's a design, then we have to walk through the property, get a design, and then from the design, I try to close during the design presentation because I bring a proposal with all the numbers with it.

[4:04] YouTube https://youtu.be/vU3Uo1m_w2k?t=237 || Helping a Landscaping Business Scale
Yeah, got it. Um, do you have any like videos or anything that they see in between there? So I have my social media content. We post like three times a day between Instagram. No. Yeah, I don't have any. Yeah. Okay. So, um, one is there's two VSSLs that are missing. Number one is VSSL between um setting appointment and

[4:30] YouTube https://youtu.be/vU3Uo1m_w2k?t=263 || Helping a Landscaping Business Scale
then and then you showing up there. So, that's VSSL number one. Number two is between first appointment and second appointment. Need a second second VSSL. So, video sales letter for anyone who's listening. Um, we need to do that. I would do that so that you could like that might be the single largest

[4:44] YouTube https://youtu.be/vU3Uo1m_w2k?t=277 || Helping a Landscaping Business Scale
influence on your close rate. And so basically like you are properly priced without the correct sales motion. So if we do that you might boost to like 50 maybe 60% close rates. And at that point we'd be able to increase the price by like 25% 35%. And so when we do that we more than double the profit. When we

[5:03] YouTube https://youtu.be/vU3Uo1m_w2k?t=296 || Helping a Landscaping Business Scale
double the profit that'll then free up the cash so that we can hire some like a crew chief um or a crew leader that we need. So, is there somebody inside of the company right now that you think is a leader? I'm guessing no, because that person would have already come up. Well, there's one guy that is definitely

[5:20] YouTube https://youtu.be/vU3Uo1m_w2k?t=313 || Helping a Landscaping Business Scale
uh head and shoulders above everyone else. Okay. He leads he leads the main crew, so like the bigger projects, more complex projects. He's been in the industry for a long time. Then he helps on the smaller projects whenever is needed. And then he also oversees some of the subs. So, he's honestly kind of spread thin.

[5:36] YouTube https://youtu.be/vU3Uo1m_w2k?t=329 || Helping a Landscaping Business Scale
And the goal is to get a crew leader to make him a full-time project manager to make him a pure pro, you know, operation. He handles all of the operations, you know, 20 hours a month. Yeah. How much would that cost right now? He he he's at about a 75k. How much would it cost to No, how much would it cost to get him the help that

[5:54] YouTube https://youtu.be/vU3Uo1m_w2k?t=347 || Helping a Landscaping Business Scale
he needs? Another probably 60k position. Okay. So, two options here. I do think you should do the VSSL regardless. I'll just say that. Number one. Number two, are you willing to make $340,000 so that you can get the time back to be able to like double the revenue of the business? 100%. Okay. So, if we wanted to go like

[6:22] YouTube https://youtu.be/vU3Uo1m_w2k?t=375 || Helping a Landscaping Business Scale
two-step plan, make the two VSSLs, that should take a day. This is not long, right? And then number two, immediately go put out the ads that you need to or do the outreach to get the crew leader, which would be easier than replacing the main guy, right? Mhm. So that you can debottleneck that constraint so that you can have that

[6:43] YouTube https://youtu.be/vU3Uo1m_w2k?t=396 || Helping a Landscaping Business Scale
person handle most of the fires so you can get another 20 hours a week back so you can scale the business. Got it. Okay, that's it. And that's it. Awesome. Just do the VSSLs. That'll improve the crows rate. That's that's upside. If nothing happened, we should still put we should should still make 340 so that you

[7:04] YouTube https://youtu.be/vU3Uo1m_w2k?t=417 || Helping a Landscaping Business Scale
can get the time back because you can still double it assuming no margins change, right? I gotcha. And where do you think we should allocate the the large kind of, you know, amount of cash I'm sitting on now? Well, you're going to need more you're going to need more trucks and equipment soon. You're going to need more trucks

[7:19] YouTube https://youtu.be/vU3Uo1m_w2k?t=432 || Helping a Landscaping Business Scale
and equipment soon. That's what I'm going to save it for. Yep. Okay. So, for your business, like where is capital going to go? It's always going to go towards the constraint. Right now, the constraint is talent. So, we're going to allocate of the 400, we're going to make 340. 60 is going to go to the talent. So, we can increase

[7:33] YouTube https://youtu.be/vU3Uo1m_w2k?t=446 || Helping a Landscaping Business Scale
capacity. Once that talent comes in, you're going to free up your time to do more marketing and sales. With the improved motion, you should be able to close at slightly higher prices, which will make up for that 60k pretty easily with that, right? We can still grow the business. What's going to be the next

[7:46] YouTube https://youtu.be/vU3Uo1m_w2k?t=459 || Helping a Landscaping Business Scale
constraint? You're going to be like, well, I don't have enough crews or I don't have enough uh, you know, mowers, whatever, right? Uh that point, it's like, great. Well, I'm going to need to put out another 150 grand, you know, for equipment or whatever. So, it's like, great, we're going to put that out and

[7:58] YouTube https://youtu.be/vU3Uo1m_w2k?t=471 || Helping a Landscaping Business Scale
that's that's how we're going to roll. And then at that point, it might be uh talent constraint again, right? Gotcha. Okay, cool. And as Yes. And I did have one more question if uh if I have the time. um as far as enterprise value goes because right now my business is kind of smash and grab you know we go in we do the

[8:18] YouTube https://youtu.be/vU3Uo1m_w2k?t=491 || Helping a Landscaping Business Scale
project and more or less unless somebody calls us for a project down the line or you know they give us word of mouth you know that's about all I get from them should I try to allocate you know maybe this is a six or 12 month play more reoccurring revenue into the business to get a higher enterprise value

[8:34] YouTube https://youtu.be/vU3Uo1m_w2k?t=507 || Helping a Landscaping Business Scale
a thousand% if you want to sell this yes absolutely so the the best should be done sooner than here. Uh, I mean, yeah. I mean, I would rather get you out of the weeds first. So, like get your time back. The the first basically the first two steps that we just said, get the time back, right? Then from there with the extra time is

[8:52] YouTube https://youtu.be/vU3Uo1m_w2k?t=525 || Helping a Landscaping Business Scale
do I want to expand the existing model or do you want to add more reoccurring? Either of those would be the next step. So, I would probably say I would add the reoccurring nature to the business. The reason I think this is important or the way that I would think through this is that most people that I've seen who

[9:04] YouTube https://youtu.be/vU3Uo1m_w2k?t=537 || Helping a Landscaping Business Scale
succeed with this model, they will run they basically run this as their way of acquiring customers profitably and then that serves as a phenomenal price anchor for the ongoing maintenance and continuity. Got it. So it's like it's $75,000 for a whole backyard, you know, a whole backyard redo, whatever, you know, plants and all

[9:24] YouTube https://youtu.be/vU3Uo1m_w2k?t=557 || Helping a Landscaping Business Scale
that right? and then afterwards it's, you know, 800 bucks a month uh to to mow the lawn and and keep it going. You just made the $75,000 investment. You'd rather just have the guys who like know where all the pipes are, know they're not going to cut one of the one of the water hoses, you know, they just

[9:38] YouTube https://youtu.be/vU3Uo1m_w2k?t=571 || Helping a Landscaping Business Scale
know where everything is. So, you're just like not worried about it. Cool. Yeah, absolutely. And then as far as acquiring leads for that type of uh you know caliber client because that's really what I'm looking for with your with you going through everybody that you contractors and home service that

[9:54] YouTube https://youtu.be/vU3Uo1m_w2k?t=587 || Helping a Landscaping Business Scale
you've seen through the workshops. What's been the most effective lead source? It's not like most effective lead source because all like there's many. So Google search crushes for it. You know again all of them every lead source is a different sales motion. So the way that you treat Google search inbound leads is going to have a

[10:14] YouTube https://youtu.be/vU3Uo1m_w2k?t=607 || Helping a Landscaping Business Scale
different motion than how you're going to treat Facebook meta ads. And the conversion rate like you should be converting 30, you know, 30% of your, you know, Google inbound leads um at minimum. And then on meta it might be 10, right? It's just going to be different because it's colder, it's interruption

[10:29] YouTube https://youtu.be/vU3Uo1m_w2k?t=622 || Helping a Landscaping Business Scale
based versus intention based. Gotcha. Yeah. The only reason I ask is because we've invested a lot honestly since consuming your content over the last two years. cuz we made like a thousand pieces of content and I haven't really been into meta ads or Instagram ads and I've started to gain some traction and got some branding from it.

[10:46] YouTube https://youtu.be/vU3Uo1m_w2k?t=639 || Helping a Landscaping Business Scale
So that's why I asked. No, that's good. I mean, don't stop doing that. It's an and, not an or. Cool. Right. Got it. All right. Rock and roll. Appreciate you, man. 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

[11:03] YouTube https://youtu.be/vU3Uo1m_w2k?t=656 || Helping a Landscaping Business Scale
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 business. What the constraint feels like what are the symptoms of it when you're going through it and then what steps we

[11:18] YouTube https://youtu.be/vU3Uo1m_w2k?t=671 || Helping a Landscaping Business Scale
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. 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

[11:32] YouTube https://youtu.be/vU3Uo1m_w2k?t=685 || Helping a Landscaping Business Scale
right back to you. Offering.


VIDEO
TITLE: Going All In on One Thing Always Makes the Most Money
URL: https://youtu.be/vsN_xFK3hlY
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/vsN_xFK3hlY?t=0 || Going All In on One Thing Always Makes the Most Money
And you talk about working. So there's above the business, in the business. Yeah. You know, on the business, right? What's what's the difference with above? In the business is like I'm taking sales calls. Um I think on the business is like I'm in leadership positions. I'm managing. I'm leading. I'm casting the

[0:14] YouTube https://youtu.be/vsN_xFK3hlY?t=7 || Going All In on One Thing Always Makes the Most Money
vision. I'm inspiring the the team. And then above the businesses, the business is you you look at many businesses and they are all almost like product lines or clients as I was saying earlier. um that you you you don't sit anywhere on the ORC chart for these businesses and that's probably the easiest litmus test

[0:32] YouTube https://youtu.be/vsN_xFK3hlY?t=25 || Going All In on One Thing Always Makes the Most Money
is like do you have a direct report from the company and I have zero from any other companies. Yeah. Um it's funny so Neil sometimes will call me in the middle of the day and uh he'll be like what are you doing? I'm like I'm working on stuff. He's like I'm bored. Yeah. Like right but that that's it's not like

[0:51] YouTube https://youtu.be/vsN_xFK3hlY?t=44 || Going All In on One Thing Always Makes the Most Money
that but he he he works really hard. Um but I I think the other other good comparison here is the the difference between like a parallel entrepreneur and a serial entrepreneur because a serial entrepreneur actually waits to the next level. A parallel starts multiple things but to your point how you're supposed to

[1:06] YouTube https://youtu.be/vsN_xFK3hlY?t=59 || Going All In on One Thing Always Makes the Most Money
compete. Yeah. I mean the focus the the one person who's doing going all in on one thing is always in my opinion going to make the most money. And if you look at the wealthiest 50 people in the world, they all went all in on one thing. Yeah. And you know, and there's a couple private equity investors who were at

[1:22] YouTube https://youtu.be/vsN_xFK3hlY?t=75 || Going All In on One Thing Always Makes the Most Money
that that top now. But I would make the argument that they're they were they got into the business of private equity and that was their one thing. Even though they bought and sold companies, it functioned the same way as having a marketing agency except the unit size was bigger with more zeros. Yep. Do you think when you had the nine

[1:39] YouTube https://youtu.be/vsN_xFK3hlY?t=92 || Going All In on One Thing Always Makes the Most Money
different company, was it nine? Yeah. Okay. When you had the nine, a it felt frantic, right? But did you feel like you were really close to losing it all every day? Yeah. It was horrible. It was like the It was so stressful because I mean I I had nine companies worth of employees. I didn't I just didn't understand how to operate. I

[1:55] YouTube https://youtu.be/vsN_xFK3hlY?t=108 || Going All In on One Thing Always Makes the Most Money
didn't understand how leadership worked. I didn't understand management. I didn't have one-on- ones. I didn't have a communication cadence. And I was the rain maker for all the businesses. Like it was so ridiculous when I think about it now. Like it's so obviously stupid. But you just don't know when you're

[2:09] YouTube https://youtu.be/vsN_xFK3hlY?t=122 || Going All In on One Thing Always Makes the Most Money
ignorant. Before we move on from here, what do you say to all the people now that want to start a whole code? They're just like, I'm going to go buy businesses because that's what cool people do and I'm going to go hire an operator. You have any words for those people? Well, right now buying businesses is

[2:22] YouTube https://youtu.be/vsN_xFK3hlY?t=135 || Going All In on One Thing Always Makes the Most Money
like in vogue. I don't really know why it got invogue, but my best guess is that we have so many people retiring right now that there's just a huge supply spike and then a lot of people who never made their money buying businesses, selling courses on how to buy businesses. Um because the thing is is and this is kind of for the audience

[2:40] YouTube https://youtu.be/vsN_xFK3hlY?t=153 || Going All In on One Thing Always Makes the Most Money
is like if you make your money buying businesses and you're really good at it, you don't need to sell a course. Like the best people at buying businesses buy businesses and hold them and invest. Like I think Nal said like the best investors don't sell courses on investing. You know what I mean? Because

[2:53] YouTube https://youtu.be/vsN_xFK3hlY?t=166 || Going All In on One Thing Always Makes the Most Money
like if you're really good at it, you don't need to. Um and I just I like I kind of stick by that. Um, and so it is kind of shitty and there's a lot of marketing dollars that are going behind that and a lot of content being made cuz it's like sexy and the idea of buying a business for no money down that makes $500,000 a year, which is

[3:12] YouTube https://youtu.be/vsN_xFK3hlY?t=185 || Going All In on One Thing Always Makes the Most Money
absolutely possible. You totally can do that. But the thing that they miss is that I can buy a business for $0 down that makes 500 or a million dollar a year and know how to run it. If you've never run a business and even if you do somehow magically pull off that deal, you're still screwed because you have no

[3:28] YouTube https://youtu.be/vsN_xFK3hlY?t=201 || Going All In on One Thing Always Makes the Most Money
idea how to run a business. And so it's like you still lack the skills even though you can close the sale. Like I could sell I could sell that I could build a skyscraper and if I somehow managed to BS my way through the negotiations and close the contract, I still have to build a skyscraper. And if you've never built a building before or

[3:43] YouTube https://youtu.be/vsN_xFK3hlY?t=216 || Going All In on One Thing Always Makes the Most Money
even a house, very tough. and the likelihood that you then lose your ass on because like you're not you'll get the business that does a million dollars in profit per year for zero dollars down but not for zero dollars and that's the piece that I think a lot of people it's like it's not free like you have a liability or you have a debt

[3:59] YouTube https://youtu.be/vsN_xFK3hlY?t=232 || Going All In on One Thing Always Makes the Most Money
if you some sort of seller financing creative financing whatever it's like but now you owe this person y 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

[4:16] YouTube https://youtu.be/vsN_xFK3hlY?t=249 || Going All In on One Thing Always Makes the Most Money
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

[4:29] YouTube https://youtu.be/vsN_xFK3hlY?t=262 || Going All In on One Thing Always Makes the Most Money
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

[4:43] YouTube https://youtu.be/vsN_xFK3hlY?t=276 || Going All In on One Thing Always Makes the Most Money
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

[4:57] YouTube https://youtu.be/vsN_xFK3hlY?t=290 || Going All In on One Thing Always Makes the Most Money
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: Selling Outcomes Beats Selling Activity Every Time
URL: https://youtu.be/vvAzWbSU_K4
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/vvAzWbSU_K4?t=0 || Selling Outcomes Beats Selling Activity Every Time
I sell healthc care listing services for doctors and I work I guess I I work with PI attorneys, personal injury attorneys and so I'm what I'm trying to figure out like I'm trying to figure out my bottlenecks in the business. I think one of the biggest ones is that a lot you work with personal injury attorneys.

[0:19] YouTube https://youtu.be/vvAzWbSU_K4?t=12 || Selling Outcomes Beats Selling Activity Every Time
So my clients my paying clients are physicians like healthc care providers. Okay. Okay. And then the reason why they hire us is because we're trying to get leads from personal injury lawyers. Uhuh. Um for like car accidents, slip and fall. So someone slips and falls and they need to get repaired has to go to the repair

[0:36] YouTube https://youtu.be/vvAzWbSU_K4?t=29 || Selling Outcomes Beats Selling Activity Every Time
man. Yeah. Kind of repair. Yeah. Biological repair man. Got it. Okay. Um so my the hardest thing is trying to figure out how the PI lawyers are sending referrals to the doctors. And a lot of the physicians that I work with only want to know how many referrals they're getting versus, you know, like trying to brand them and doing like, you

[1:00] YouTube https://youtu.be/vvAzWbSU_K4?t=53 || Selling Outcomes Beats Selling Activity Every Time
know, the full spill of marketing. Yeah. They just want to know, hey, how many leads am I getting or how many, you know, referrals are am I going to get? A lot of these referrals are worth a lot of money. It's not like Yeah. Okay. So, that's where I'm at. I don't know. Like, we're expanding into um Arizona and Texas, and I'm planning on

[1:17] YouTube https://youtu.be/vvAzWbSU_K4?t=70 || Selling Outcomes Beats Selling Activity Every Time
hiring somebody there uh in each state. Is this a is this a problem to solve or is this just like overhead? This is a problem solve. Okay. So, what I'm trying to figure is it limiting your ability to grow? Yes. Why? Because a lot of the physicians expect a certain amount of leads per month. Okay. And so it's it's obviously it's hard

[1:41] YouTube https://youtu.be/vvAzWbSU_K4?t=94 || Selling Outcomes Beats Selling Activity Every Time
because accidents don't just happen in the same city, right? Over and over. And what if driverless cars come and then it's like no accidents happen now? What are we going to do? Right. Yeah. Okay. Okay. Um Okay. So, let me just let me pause you real quick. So, I think so part of this is probably how it's being framed the

[1:59] YouTube https://youtu.be/vvAzWbSU_K4?t=112 || Selling Outcomes Beats Selling Activity Every Time
positions, right? So, one is you could just reframe it based on revenue, like basically revenue volume. So, be like, cool, we're going to usually send you around $20,000 uh worth of revenue volume. Sometimes it's going to be from two or three cases. Sometimes it's going to be from, you know, five or

[2:13] YouTube https://youtu.be/vvAzWbSU_K4?t=126 || Selling Outcomes Beats Selling Activity Every Time
six. It'll depend. Obviously, we can't make sure that everyone's going to be paralyzed. I'm sorry. Uh haha course, right? But I think if you just reframe instead of lead count to revenue volume, which is ultimately what you care about anyways, like leads translate to revenue. Um and if you're saying that

[2:25] YouTube https://youtu.be/vvAzWbSU_K4?t=138 || Selling Outcomes Beats Selling Activity Every Time
there is some variability there, I think that the lead number will no longer matter nearly as much based on how you're just framing it. And in terms of the whole branding and all the other stuff, um I think that's a different business. And so I either you would start that as an additional service that you charge separately for

[2:42] YouTube https://youtu.be/vvAzWbSU_K4?t=155 || Selling Outcomes Beats Selling Activity Every Time
based on its own value proposition or my preferred method don't do that and just continue to do the main thing that's working. Got it. Cool. So


VIDEO
TITLE: Watch this to get your first 5 customers
URL: https://youtu.be/w7g08dVTwaE
PRIMARY_TOPIC: scaling
TOPICS: scaling, leads, cold-outreach, follow-up

[0:00] YouTube https://youtu.be/w7g08dVTwaE?t=0 || Watch this to get your first 5 customers
I'm going to show you how to get your first five customers in 10 steps the wild world of YouTube has videos everywhere telling you how to scale and grow but I think people over complicate it and so this is actually a sneak peek from my new book 100 million dollar leads which comes out 819 you can go to

[0:13] YouTube https://youtu.be/w7g08dVTwaE?t=6 || Watch this to get your first 5 customers
acquisition.com forward slash leads let's dive in so the first step to getting this going is you need to get a list Alex you're damn straight you do number one I want you to go to your email account to pull all the contacts that you have in there anybody that you've ever messaged or emailed that becomes

[0:28] YouTube https://youtu.be/w7g08dVTwaE?t=21 || Watch this to get your first 5 customers
list one list two is I want you to go to every single social media profile that you have go to your social media profiles where you can direct message people so if you have followers that you can DM I want you to write down every single one of those people list number three pull out your phone look for your contacts I want you to

[0:44] YouTube https://youtu.be/w7g08dVTwaE?t=37 || Watch this to get your first 5 customers
export them list one is all your email contacts list two is all of your Social contacts and list three is all of your phone and private personal contacts if you add all three of those together you will have a shitload more leads than you thought you did you're like wait you're gonna ask me to contact these people

[0:57] YouTube https://youtu.be/w7g08dVTwaE?t=50 || Watch this to get your first 5 customers
slow down not yet and we're not going to do in a really weird way I'm trying to do in a classy way this is how I started every business I have and have people thank me for it the second step is that you pick a platform all right so you have all these contacts but you're gonna have to pick one platform that you're gonna

[1:10] YouTube https://youtu.be/w7g08dVTwaE?t=63 || Watch this to get your first 5 customers
start messaging or emailing them with start with the one that you have the most people on so if you have the most Instagram people or you have the most email contacts or you have more people in your phone than any of those start there step three but what do I say you personalize your message so what you

[1:23] YouTube https://youtu.be/w7g08dVTwaE?t=76 || Watch this to get your first 5 customers
want to do is you want to use something you already know about the person or Prospect in order to initiate reaching out to them this is also just called being a human being what you do is you take 30 seconds you look at someone's profile and you say oh they've got this thing we have something in common and

[1:36] YouTube https://youtu.be/w7g08dVTwaE?t=89 || Watch this to get your first 5 customers
you could reach out to them with that as your primary message so for example you can be like hey Saul you got a baby hey saw you switch jobs hey saw you move hey you saw that movie last weekend it doesn't matter all you need to show is that you took the few seconds to actually not just blast some sort of

[1:52] YouTube https://youtu.be/w7g08dVTwaE?t=105 || Watch this to get your first 5 customers
message step four you reach out and you reach out to 100 people every single day so let's say you had 3 000 people between all your emails all your phone contacts and every single follower across all your social medias it took you 20 years to send your first DM and it'll take you two minutes to send the

[2:07] YouTube https://youtu.be/w7g08dVTwaE?t=120 || Watch this to get your first 5 customers
second one everything must be hard before it can be easy so just get over the hump send it just something so you can realize that you won't die step five what do I say if they reply you warm them up I use a framework that I call ACA you acknowledge compliment and you ask for example I can acknowledge and

[2:24] YouTube https://youtu.be/w7g08dVTwaE?t=137 || Watch this to get your first 5 customers
say oh so you have two kids they're gonna compliment about the thing so it's like wow you have two kids you must be a super mom working full-time and having two kids when we go to ask we're gonna tie our ask to the complim we just gave them then we transition to whatever type of question that's going to lead them to

[2:40] YouTube https://youtu.be/w7g08dVTwaE?t=153 || Watch this to get your first 5 customers
the service we sell if I was selling weight loss I'd be like hey so you're Superman how do you have time to eat right and work out wait a second this sounds like selling it's not talking humans step six invite their friends when you're talking about this stuff you're not going to sell them this is cute you're not gonna solicit

[2:58] YouTube https://youtu.be/w7g08dVTwaE?t=171 || Watch this to get your first 5 customers
them you asked a question they're going to tell you stuff and then it's going to be like oh yeah by the way do you know anyone who's looking for X Y and Z because I'm opening up a few slots to help people do exactly that you're just asking them if they know anybody and since you're friends with them and since

[3:15] YouTube https://youtu.be/w7g08dVTwaE?t=188 || Watch this to get your first 5 customers
you're contacts you're asking them for a favor you're not asking them to buy from you this should make you not feel weird about messaging people if they say hey I'd like to find out more now what they have done is they've transitioned from a lead to an Engaged lead a lead is somebody that you can contact an Engaged

[3:31] YouTube https://youtu.be/w7g08dVTwaE?t=204 || Watch this to get your first 5 customers
lead is someone who you can contact comma who has shown interest in the thing that you sell if she says I haven't been able to keep up with my workouts Etc now they have shown interest in the thing well then how do I get them to buy from it we're going to give them the easiest offer in the world to say yes to you're going to make it

[3:46] YouTube https://youtu.be/w7g08dVTwaE?t=219 || Watch this to get your first 5 customers
free they probably know that you're not that experienced just be honest the reason we do it for free is you say hey I'm gonna do all this stuff for free as long as you promise to do three things one you actually use my service two you give me feedback on it and three leave a killer review if you think it deserves

[4:00] YouTube https://youtu.be/w7g08dVTwaE?t=233 || Watch this to get your first 5 customers
one those are the terms of exchange the reason I want you to start with that is that one it'll get you more reps two you probably suck three you need to learn how to suck less and you suck less by doing more and it's way easier to get more people to work with you if you lower the barrier to free you're

[4:14] YouTube https://youtu.be/w7g08dVTwaE?t=247 || Watch this to get your first 5 customers
actually getting the better end of the deal you might be wondering why I just mush the out this banana in my hand and it's because the launch of my second book 100 million dollar leads is both nutritious natural and uh will make you lots of money unlike bananas but the event itself where I'll be launching it

[4:30] YouTube https://youtu.be/w7g08dVTwaE?t=263 || Watch this to get your first 5 customers
on Saturday August 19th will be bananas I've spent over a million dollars in the event itself and I'm going to be giving away a secret thing that I've been working on for over four years to everyone who's there with me live and I I would love to tell you what it is it kills me inside that I cannot tell you

[4:43] YouTube https://youtu.be/w7g08dVTwaE?t=276 || Watch this to get your first 5 customers
but I want the surprise itself to be worth it and I think it will be this is a date that you're not going to miss it's a day after my birthday and it's my way of giving back to you guys for being so awesome click the link register and I'll see you guys I'll tell you the quick story of Warren Buffett and Ben

[4:55] YouTube https://youtu.be/w7g08dVTwaE?t=288 || Watch this to get your first 5 customers
Graham Ben Graham was the goat back in the day for investing Warren Buffett was just a kid out of Columbia and wanted to go learn investing and he offered to work for Graham for free graham said you're getting the better end of the deal the actual answer was you're overpriced so free was too expensive for

[5:11] YouTube https://youtu.be/w7g08dVTwaE?t=304 || Watch this to get your first 5 customers
Graham because Graham knew that he was gonna have to invest more in getting Warren good enough to actually work for him and so right now these customers and they are very much customers because they are exchanging something for your service they're exchanging their time and their effort and some stuff later

[5:24] YouTube https://youtu.be/w7g08dVTwaE?t=317 || Watch this to get your first 5 customers
that you're gonna have them do just because you're not getting paid doesn't mean it's free but it is monetarily free so gather round I'm gonna give you two versions of this you say by the way do you know anybody who is describe their struggles looking to dream outcome in time delay I'm taking on five case studies for free

[5:43] YouTube https://youtu.be/w7g08dVTwaE?t=336 || Watch this to get your first 5 customers
because that's all I can handle I just want to get some testimonials for my service or product and we're being honest because this is their first business and you have no idea what you're doing so you better not take more than five customers I just had a girl named XXX work with me to get dream outcome even though she described the

[5:59] YouTube https://youtu.be/w7g08dVTwaE?t=352 || Watch this to get your first 5 customers
same struggle the person you're talking to is struggling with I'd like to get more testimonials to show Works across different scenarios does anyone you like come to mind if they say no here's a really funny way you can respond to that you say haha does anyone you hate come to mind honestly that's when you'll sometimes

[6:13] YouTube https://youtu.be/w7g08dVTwaE?t=366 || Watch this to get your first 5 customers
get the real response if you don't have time to say all of those things you just say I help the type of customer get dream outcome in time period without effort and sacrifice and I guarantee XYZ to decrease risk that's it that's if you just have that moment to deliver one thing of what do I do some special

[6:30] YouTube https://youtu.be/w7g08dVTwaE?t=383 || Watch this to get your first 5 customers
snowflakes are going to be like you should never sell your time for nothing you suck you have never done this before so it would be unreasonable for you to be good why would you want to sell sucky service to people you know if people don't want to work with you even for free then ask them why because the

[6:44] YouTube https://youtu.be/w7g08dVTwaE?t=397 || Watch this to get your first 5 customers
reason that someone tells you they don't want to work with you even for free is because there are hidden costs associated with whatever thing you sell if you figure out what all those hidden costs are you can eliminate those hidden costs and then be able to charge significantly more for your solution

[6:58] YouTube https://youtu.be/w7g08dVTwaE?t=411 || Watch this to get your first 5 customers
later compared to the other people who charge for it and still include those hidden costs so I'll give you an example I got solicited in this exact Manner and a guy messaged me and said I want to do short form videos for you you don't have to do anything I will take all the stuff you already have online and I will make

[7:12] YouTube https://youtu.be/w7g08dVTwaE?t=425 || Watch this to get your first 5 customers
them for you and I'll even post them for you like you actually just need to say yes and so I said yes and guess what you started making short videos and he started accepting payments because he had removed the hidden costs if people get value from this thing that you have especially if it's free they're far more

[7:24] YouTube https://youtu.be/w7g08dVTwaE?t=437 || Watch this to get your first 5 customers
likely to leave positive reviews give you feedback and send their friends and family once we have that we have our first customers now we go to step eight you start back at the top so you had that big list and we hit all of the months and back again so some of those people by the way when you ask them if

[7:38] YouTube https://youtu.be/w7g08dVTwaE?t=451 || Watch this to get your first 5 customers
they know anybody they actually just give you people that they know that might help and you get free leads because if you reach out to 3 000 people with a free thing you'll get five people who will take you up on it I promise you so now you're like but Alex I can't work for free forever now we're on step nine

[7:50] YouTube https://youtu.be/w7g08dVTwaE?t=463 || Watch this to get your first 5 customers
start charging once people start referring that's when you know you were good enough to start charging when this happens all you do is you go back up to the script that I just read to you and you change free to 80 off and you say that's for the next five what do you do after that change the 80 to 60 after you

[8:05] YouTube https://youtu.be/w7g08dVTwaE?t=478 || Watch this to get your first 5 customers
get those five change to forty then to twenty then you're at full price but guess what it doesn't have to stop there you can go 20 over you can go 40 over that because there are no rules and if at that point you're way better you may Merit that because of the value that you deliver because ideally you're charging

[8:21] YouTube https://youtu.be/w7g08dVTwaE?t=494 || Watch this to get your first 5 customers
full retail but now you're at 10x the value value that you have done has gotten better because you figured out from the feedback that these people that work with you for free have told you so that you can make it even better for people who pay you once you have those people and you started transitioning

[8:34] YouTube https://youtu.be/w7g08dVTwaE?t=507 || Watch this to get your first 5 customers
congratulations you are in business and you are making money you will at some point reach capacity when you fill up all your slots with free people and discounted people now you have true scarcity and so you can ethically sell with conviction that you really don't have that much room they will desire you

[8:51] YouTube https://youtu.be/w7g08dVTwaE?t=524 || Watch this to get your first 5 customers
more because you are scarce from a resource perspective and then they will pay the same or premium in order to work with you and then you turn to your free person and you say I am accepting somebody who's paying full vote in order to do this if you would like me to keep doing this for you you would have to

[9:07] YouTube https://youtu.be/w7g08dVTwaE?t=540 || Watch this to get your first 5 customers
start paying to match them are you comfortable with that if they're not no sweat because all you did is you help them for free and you say no worries can I get the the killer killer review you asked me for or I asked you for and those Free People you have to love and cherish them more than anyone else in

[9:21] YouTube https://youtu.be/w7g08dVTwaE?t=554 || Watch this to get your first 5 customers
your life because they're going to get you business in three different ways one They're Gonna Leave You reviews that are going to get your best too they're gonna send you people that are going to get your business and three they themselves May transition into paying you which will also get you busy don't think short

[9:32] YouTube https://youtu.be/w7g08dVTwaE?t=565 || Watch this to get your first 5 customers
think long and you'll make long money now you have paying customers you're reaching your capacity you're consistently raising your price because now there is more demand than you have Supply and we have artificially created a condition for profit so what's the 10 step keep them warm you've got this big

[9:45] YouTube https://youtu.be/w7g08dVTwaE?t=578 || Watch this to get your first 5 customers
list of people check in like a human being provide value to them on a regular basis when you do that you continue to reinforce and deposit Goodwill in the audience because what will happen eventually is you won't even need to ask them because you've provided enough value you start posting enough testimonials enough results talking

[10:00] YouTube https://youtu.be/w7g08dVTwaE?t=593 || Watch this to get your first 5 customers
about some of the insurance stuff that you're doing right now that people be like hey that's actually pretty cool hey can I find out more about that and then they'll actually start soliciting you and that's the game that's how you go from zero to hero and get your first five paying customers


VIDEO
TITLE: My Framework for Regret Minimization
URL: https://youtu.be/wKG7QT0rjCo
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/wKG7QT0rjCo?t=0 || My Framework for Regret Minimization
I got a sports facility in Summerland which is beautiful neighborhood and um we're we're generating about three three and a half million a year and um about five years ago during COVID I had an opportunity I got another small facility in uh California. Mhm. So this facility generated about a million and I really think I can scale

[0:22] YouTube https://youtu.be/wKG7QT0rjCo?t=15 || My Framework for Regret Minimization
this business even further all across America. Okay. But my question is not about this. Okay. My question is about No, I'll tell my wife we have to talk. So, I'm just kidding. 14 years ago. Yeah. This is my 25th year, by the way, here in Vegas. I came from Israel. I I I'm a soccer player. I have no business

[0:42] YouTube https://youtu.be/wKG7QT0rjCo?t=35 || My Framework for Regret Minimization
skills, no education. You have some business skills. I learned, but I was I was not a business guy. I became a business guy. Yeah. Um and uh obviously um 14 years ago I did um I opened the first the only professional team here in Vegas. There was no Raiders, no Golden Knights. My team Las Vegas Legends was a little

[1:04] YouTube https://youtu.be/wKG7QT0rjCo?t=57 || My Framework for Regret Minimization
bit of me giving back to the sports that gave me everything, right? And I failed miserably. Um four years and the fourth year my wife told me it's either the the team or we're divorcing. So I'm still I'm still with her 28 years. Yeah. And here I am with an opportunity to bring the team back. Okay. Now I know how why I failed.

[1:25] YouTube https://youtu.be/wKG7QT0rjCo?t=78 || My Framework for Regret Minimization
And I know that the the the city is tremendously changed. Sure. And I got more opportunity. Back then there was only one arena, the Orleans Arena, blah blah blah. Make the story short. Yeah. Should I go and do it the right way this time? M um build a brand that I feel that I can make it happen or this is something that

[1:46] YouTube https://youtu.be/wKG7QT0rjCo?t=99 || My Framework for Regret Minimization
if you feel you know why you have a good thing going on why go back to something bad. So you don't have a business question you have a life question. So I mean from a from a business perspective it's actually I think it's fairly black and white. Do the thing like keep expanding the the the the model that you have right now that's

[2:07] YouTube https://youtu.be/wKG7QT0rjCo?t=120 || My Framework for Regret Minimization
obviously working. Um I'm assuming it's profitable because you said okay. Um and then you know we'd go down the like do we want a license? Do we want a franchise? Do we want to do privately owned? What's you know what are the unit economics per location? What's grand opening strategy? And kind of going down

[2:20] YouTube https://youtu.be/wKG7QT0rjCo?t=133 || My Framework for Regret Minimization
that path. Um I think that if you were to kind of go off of the the sports the trying to bring the the the sports team back um it would be a super high-risk um very high risk high reward uh play. But again, this is this is there are a couple of like eternal questions for humans or entrepreneurs that there is no

[2:43] YouTube https://youtu.be/wKG7QT0rjCo?t=156 || My Framework for Regret Minimization
right answer for. Like how much risk is the right amount of risk? How much uh should I invest versus how much should I consume today? How long should I push to make something to work before I pivot? Right? Those are eternal questions that there's no right answer for because they're 100% personal. And so like if

[3:00] YouTube https://youtu.be/wKG7QT0rjCo?t=173 || My Framework for Regret Minimization
somebody just had a $330 million exit in cash and then said, "Hey, um I'm going to take one-third of each of of this 300 million and put it into three different businesses that all have a 5% chance of working." Most people would say that's a terrible idea. That's also what Elon did. And so, you know, politics aside, a

[3:18] YouTube https://youtu.be/wKG7QT0rjCo?t=191 || My Framework for Regret Minimization
super risky bet, right? Was that the right move for him? Obviously, but at the time looked pretty dumb. There's also a number of stories of people who do the exact same thing and just lose it all. Um, and so how much risk is the right amount of risk is a you question. The framework that I would use I I I

[3:35] YouTube https://youtu.be/wKG7QT0rjCo?t=208 || My Framework for Regret Minimization
like the regret minimization framework of looking at 85year-old me coming back to the present and saying like would I be okay with failing at this business and torpedoing the one that was working so that I could say I had a shot because you can't play out oh I get you know the team becomes a billion dollar company.

[3:53] YouTube https://youtu.be/wKG7QT0rjCo?t=226 || My Framework for Regret Minimization
It's like, "Yeah, duh. That of course we'll do that one, right?" But we have to look at what's the worst case scenario and am I okay with that worst case scenario. If I'm okay with the worst case scenario, then I take the swing. If I'm not okay, then I just say that I'm not going to sleep with every

[4:08] YouTube https://youtu.be/wKG7QT0rjCo?t=241 || My Framework for Regret Minimization
woman and I will have to get married at some point. No, that's true. And my mistake, just an analogy. Yeah. Yeah. Of course. Um, this time I think I can do it with others people money. Doesn't m It doesn't work. Just time. just time it wouldn't it wouldn't work. Sorry. Go ahead. My HR department hates me. Go ahead.

[4:31] YouTube https://youtu.be/wKG7QT0rjCo?t=264 || My Framework for Regret Minimization
Um my question again here this time I think I can do it with others people money. You know last time I invested my own and this time I think I can minimize my personal risk. Yeah. and get other people especially because well the risk is going to be the businesses basically the opportunity cost of the growth that you're not going

[4:47] YouTube https://youtu.be/wKG7QT0rjCo?t=280 || My Framework for Regret Minimization
to have less than it's like like you can use your own money or you can use other people's money it's not that's not the risk I'm talking about the risk is that you already have something that's good and you're going to probably lose it just because you're going to be you're not going to be focused you're going to

[5:00] YouTube https://youtu.be/wKG7QT0rjCo?t=293 || My Framework for Regret Minimization
be split you're going to you're you're basically knowingly walking into this and so if if you were to do it I would say go all in if you really want to make it work and just accept the fact that like I'm foregoing what I consider to be a really comfortable lifestyle um because I really want to make this work

[5:14] YouTube https://youtu.be/wKG7QT0rjCo?t=307 || My Framework for Regret Minimization
because the likely that you make it work with you split is low because then you're just going to not make the team work and your existing businesses are going to go down. So that's probably not the best choice. It's like if I really believe in this then go for it or I accept that I might not sleep with every

[5:28] YouTube https://youtu.be/wKG7QT0rjCo?t=321 || My Framework for Regret Minimization
woman and I really like the wife I have and I'm just going to continue to expand this this thing. You don't really expand your wife but you get the idea. Expand the marriage. Thank god she's not here because she was Yeah. No. Okay. Excellent. Cool. Yeah. If you're a business owner and you are not growing as fast as you'd like, I'd

[5:46] YouTube https://youtu.be/wKG7QT0rjCo?t=339 || My Framework for Regret Minimization
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

[6:01] YouTube https://youtu.be/wKG7QT0rjCo?t=354 || My Framework for Regret Minimization
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,

[6:13] YouTube https://youtu.be/wKG7QT0rjCo?t=366 || My Framework for Regret Minimization
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

[6:27] YouTube https://youtu.be/wKG7QT0rjCo?t=380 || My Framework for Regret Minimization
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: Helping a $400K Beauty Brand Scale to $1M
URL: https://youtu.be/xKA-sxrumEA
PRIMARY_TOPIC: scaling
TOPICS: scaling

[0:00] YouTube https://youtu.be/xKA-sxrumEA?t=0 || Helping a $400K Beauty Brand Scale to $1M
I sell beauty products to stylists, barbers, etc. We do about 400k in revenue right now. Ideally, I'd want to be at 10 million also like he said, but realistically maybe like 1 million within the next probably a good first step. Yeah. Yeah. So, um what's stopping me is I want to say it's got something to do with shiny

[0:16] YouTube https://youtu.be/xKA-sxrumEA?t=9 || Helping a $400K Beauty Brand Scale to $1M
object syndrome, but not per se cuz like I'm familiar with her. Yeah. Essentially, the business splits up into like four three pillars, right? Distribution of products. Okay. Education, which is where we do workshops with stylist, barbers, etc. Right. And then we want to get into services which like having our own locations for,

[0:33] YouTube https://youtu.be/xKA-sxrumEA?t=26 || Helping a $400K Beauty Brand Scale to $1M
you know, hairdressers and things like that, renting chairs and all of that stuff, right? So why? Well, it could lead into Is anybody here in salons? Anybody else? It would have been fun because somebody would raise their hand who has it and I've been like, what do you want? They're like, I want to go not in

[0:48] YouTube https://youtu.be/xKA-sxrumEA?t=41 || Helping a $400K Beauty Brand Scale to $1M
salons. So, it would have been fun. Uh, uh, so the strategy I want to implement is using the service locations as a way to funnel into the products in a sense, right? So like if say we have a a stylist that works under our branch, the customers come in, they use our own products and then they can purchase it,

[1:04] YouTube https://youtu.be/xKA-sxrumEA?t=57 || Helping a $400K Beauty Brand Scale to $1M
you know, on the DTC channel. You'd be better served just doing it as a media play. So you wouldn't have to open up these brick and mortar location. Like it's like I want to open up these, you know, $500,000 locations so that I can sell these $50 products. It's like, man, you know, be cool is if we could just like

[1:20] YouTube https://youtu.be/xKA-sxrumEA?t=73 || Helping a $400K Beauty Brand Scale to $1M
plug into the existing 150,000 salons that exist and then just attract their hair stylists to sell our stuff, right? I've I I feel like I've talked to so many hair people in the last like three months. Um and some of them murdering it. But the the model that seems to work extremely well is just the education of

[1:39] YouTube https://youtu.be/xKA-sxrumEA?t=92 || Helping a $400K Beauty Brand Scale to $1M
the new way, whatever way that you have and then paired with the products that you have that doesn't require brick and mortar. If you want to have one that's for media so that you can capture stuff, you can have these kind of inerson experiences, things like that, I think that makes sense. But having a strategy of like,

[1:52] YouTube https://youtu.be/xKA-sxrumEA?t=105 || Helping a $400K Beauty Brand Scale to $1M
oh, I want to have a thousand of them. But I would recommend not making that into a business though. Okay? It's literally rent that's not retail. It's not some anchor location. It's off the beaten path and it's about the cameras and you getting people there. Not about like, oh, we're also going to run a full salon. No, like don't worry

[2:10] YouTube https://youtu.be/xKA-sxrumEA?t=123 || Helping a $400K Beauty Brand Scale to $1M
like the main bit. Keep the main thing the main thing, right? Does that make sense? Yeah, that makes sense. Yeah. You can also just sell into other people's distribution. That's what everyone else has products does. Cool. Cool. Does that make sense? Yeah. Don't start another business. So yeah, I guess it

[2:23] YouTube https://youtu.be/xKA-sxrumEA?t=136 || Helping a $400K Beauty Brand Scale to $1M
would be technically a different business even though in my you know You mean the media thing? No. No, not the media thing. The uh the salon thing like the actual services. Yeah. Don't do that. Don't do that yourself. I mean it wouldn't be 500k like somebody's offering us to sell. Stop. No. No. Do not sell services.

[2:40] YouTube https://youtu.be/xKA-sxrumEA?t=153 || Helping a $400K Beauty Brand Scale to $1M
Okay. Teach them what you can sell to sell your product which they will then sell. Got it. Okay. Cool. You can also sell newspapers, but it doesn't mean you should, right? Right? But they're going to come in and like what if they what if they want to know the news, you know, like like just do the one like basically you want every

[2:58] YouTube https://youtu.be/xKA-sxrumEA?t=171 || Helping a $400K Beauty Brand Scale to $1M
detail to be perfect. And the balance of that is that you just need to make sure that there's very few details that you need to actually execute on. That makes sense. That's from Jack Dorsey, founder of Twitter. Thank you. If you're a business owner and you are not growing as fast as you'd like, I'd

[3:14] YouTube https://youtu.be/xKA-sxrumEA?t=187 || Helping a $400K Beauty Brand Scale 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

[3:28] YouTube https://youtu.be/xKA-sxrumEA?t=201 || Helping a $400K Beauty Brand Scale to $1M
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, human

[3:41] YouTube https://youtu.be/xKA-sxrumEA?t=214 || Helping a $400K Beauty Brand Scale to $1M
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 deconstrain the business and you're

[3:56] YouTube https://youtu.be/xKA-sxrumEA?t=229 || Helping a $400K Beauty Brand Scale to $1M
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 Coaching Business Scale
URL: https://youtu.be/zydvAjhEKBA
PRIMARY_TOPIC: scaling
TOPICS: scaling, hiring, scaling, retention-churn

[0:00] YouTube https://youtu.be/zydvAjhEKBA?t=0 || Helping a Coaching Business Scale
coaching company based in New Zealand. Business part of Marty there. Um LTV to CAC is 1 to 15. Cool. Challenge at the moment is we've scaled very nicely but we've kind of outgrown our leadership comp structures. So like we were like if we achieve X then happy days. You can have bonus of Y. But we've

[0:22] YouTube https://youtu.be/zydvAjhEKBA?t=15 || Helping a Coaching Business Scale
all just gone like that and now everybody's achieving X and everyone gets a bonus. But that's now kind of capped out. How do we scale comp as we scale growth? Oh, no. That's that's a that's a question. Um, okay. So, right now, can you tell me exactly what it's based off of? Uh, based off it was different by

[0:42] YouTube https://youtu.be/zydvAjhEKBA?t=35 || Helping a Coaching Business Scale
department. So, it's based off total sales, churn, and uh total number of booked triages, which is our first sales call. And how often do you re like we're paying it out uh monthly based on monthly metrics and uh we could renegotiate at any point I suppose but don't want to do that and then outgrow it again in five months time

[1:05] YouTube https://youtu.be/zydvAjhEKBA?t=58 || Helping a Coaching Business Scale
right um so when did you start when did you put it into place how long ago uh varying by head of department by six months to 12 months okay that makes sense um so I will say this I I think that for most compensation structures, you really have like a couple different things you can think about which is like you have for

[1:26] YouTube https://youtu.be/zydvAjhEKBA?t=79 || Helping a Coaching Business Scale
compensation there's really leadership compensation and then there's technical tracks of compensation. Um meaning you have the tracks uh for how you're going to compensate your leadership and then there's the tracks for how you're going to compensate individual contributors and those both can have bonus

[1:41] YouTube https://youtu.be/zydvAjhEKBA?t=94 || Helping a Coaching Business Scale
structures. So how I suggest that people do it for leadership is basically you have you pull your leaders into you chunk them by maybe you have executive team, you've got a director team, you've got a manager team, right? Some people in here they're only going to have one team. So you might only have one team

[1:55] YouTube https://youtu.be/zydvAjhEKBA?t=108 || Helping a Coaching Business Scale
right now. Um most compensation structures in general you want to review annually. So I might put in place a a structure and I know that within three to four quarters it's probably going to outgrow. So I'm going to have to redo it. So that's just like something that you want to put out there for people in

[2:10] YouTube https://youtu.be/zydvAjhEKBA?t=123 || Helping a Coaching Business Scale
general. When it comes to leadership compensation, um I typically like a structure where the highest level of leaders are tied to some kind of profit share with the business. So like a very like P safe metric is like you know you can put aside 10% of profits for a profit share pool and then you get to

[2:30] YouTube https://youtu.be/zydvAjhEKBA?t=143 || Helping a Coaching Business Scale
dedicate that to your highest level of leaders. Now if you don't have a lot of them right now, maybe you only give 1% to your CMO, 1% to your COO, 1% to your CFO and you have 7% left. You don't give that to anybody because you're waiting to fill those seats. That's top level. Second level would be something of like

[2:45] YouTube https://youtu.be/zydvAjhEKBA?t=158 || Helping a Coaching Business Scale
if you have your mid to high level leaders, it might be that they get their annual pay plus they get a bonus. That could be anywhere between based on their experience and their expertise 20 to 100% of their annual salary. They can earn up to in a bonus, right? And if they are less experienced, it is on the

[3:03] YouTube https://youtu.be/zydvAjhEKBA?t=176 || Helping a Coaching Business Scale
lower end. If they're more experienced and unique and hard to find, it's on the higher end. Then you've got your the level down from there, which I usually would say is um annual salary plus anywhere between 10 to 35% of uh annual salary as a bonus. Sure. That's a structure that I think is pretty safe to follow and works pretty

[3:20] YouTube https://youtu.be/zydvAjhEKBA?t=193 || Helping a Coaching Business Scale
well. How people achieve those metrics, I base them off of the goals of the company. This is all coming back to your question. So for each level, they're tied to um the highest level is profit share, right? So that is 100% like it is individual and business it is all the things it goes into profit the levels below that I tie it to what I

[3:41] YouTube https://youtu.be/zydvAjhEKBA?t=214 || Helping a Coaching Business Scale
call like a management by objective structure uh MBO and so essentially 50 anywhere between 40 to 60% of their pay is tied to the company performance and anywhere between 40 and 60% of their pay is tied to the individual performance based on what level of experience they are and how autonomous your team

[4:03] YouTube https://youtu.be/zydvAjhEKBA?t=236 || Helping a Coaching Business Scale
Uh that's where I say like it's you can sway either way. Um I usually do it like 60% of your bonus is tied to company performance and 40% to individual uh for both levels of leadership. I like that structure the most. And then when it comes to okay, what is company performance? This is for leaders, right?

[4:22] YouTube https://youtu.be/zydvAjhEKBA?t=255 || Helping a Coaching Business Scale
I'm going to say that it's going to be probably two to three metrics. Uh, it can be revenue and profit or my favorite is revenue, profit, and growth because I don't really want to bonus people the same as last year if we stayed the same. Like I'm like, great, we didn't grow. Amazing. Congratulations. We suck, you

[4:40] YouTube https://youtu.be/zydvAjhEKBA?t=273 || Helping a Coaching Business Scale
know? Um, so I like the growth metric. Um, and then the individual I tie to, you know, we do company planning and when you do the company planning, you're figuring out what are the objectives of the business for the year. Then you tie that down to what are the objectives for each department for each quarter. And so

[4:59] YouTube https://youtu.be/zydvAjhEKBA?t=292 || Helping a Coaching Business Scale
that is what I would tie in the beginning to people's um compensation when you are growing fast. Here's why. Because so recently I I literally am doing this in a company right now that just went from it's one of our portfolio companies went from you know 45 million to 75 million to we're going to cap at like 115 million this

[5:17] YouTube https://youtu.be/zydvAjhEKBA?t=310 || Helping a Coaching Business Scale
year. And they're like how do we comp like what KPIs because the KPIs are changing. And I was like, listen, the KPIs. It is technically better to go with KPIs. However, when they continue to change because the business is growing so quickly, I prefer to tie it to something not as precise but more useful, which is our quarterly

[5:36] YouTube https://youtu.be/zydvAjhEKBA?t=329 || Helping a Coaching Business Scale
objectives. So for leaders and even individual contributors, I said, let's tie it to their quarterly objectives rather than metrics until we get to a point where the metrics have enough of a baseline that they're reliable and we can properly compensate people off of them. Does that make sense? It does. Uh I think I understood all of

[5:55] YouTube https://youtu.be/zydvAjhEKBA?t=348 || Helping a Coaching Business Scale
it except for one clarifying piece for sure. Uh so you're saying that the total package would be uh basically 50% base and 50% uh variable comp. No. So for the leadership compensation, yeah, they get their base. Yeah. This is this is just an easy suggestion. They have a base and then they also have a bonus. The bonus can be say your base

[6:20] YouTube https://youtu.be/zydvAjhEKBA?t=373 || Helping a Coaching Business Scale
is $300,000. Yeah. And you're less experienced. So I'm going to say Okay. Yeah. So say your base is $100,000. You're less experienced. So I'm going to say I'm going to give you up to 20% of that $100,000 you can earn as a bonus. Yeah. Cool. So of that the 20,000 is based off of 60% of it is based off of company goals and

[6:43] YouTube https://youtu.be/zydvAjhEKBA?t=396 || Helping a Coaching Business Scale
40% off of it is based off of your individual goals. Yeah. which means you know whatever 12,000 and 8,000. Perfect. Thank you for that. Yep. Appreciate it. Absolutely. For sure. And that way it balances it so that if somebody just crushes but like the company doesn't, they still get some slice of it. On the flip side, maybe

[7:03] YouTube https://youtu.be/zydvAjhEKBA?t=416 || Helping a Coaching Business Scale
they had to reroute their role and the company crushed it but they didn't do their individuals but the company overall won, right? And if neither of those things happen, then you're like, "All right, well, you suck. The company sucked, so no one gets bonuses." And I will just say one thing for everyone here when it

[7:15] YouTube https://youtu.be/zydvAjhEKBA?t=428 || Helping a Coaching Business Scale
comes to compensation, which is be really careful what you compensate on because oftent times I am not the biggest fan of compensating people on metrics that are purely individual because then what you do is you create competition because if they're only based if their metrics are if they're only bonused off of metrics

[7:35] YouTube https://youtu.be/zydvAjhEKBA?t=448 || Helping a Coaching Business Scale
that are completely aligned to them and nobody else, then what incentive do they have to be a teammate? What incentive do they have to help people? When do they have to help the other department when the other department needs them to hit their goals? You know what I'm saying? Of course. Oh, sweet. So, here's something else to think

[8:01] YouTube https://youtu.be/zydvAjhEKBA?t=474 || Helping a Coaching Business Scale
about. If you have metrics you compensate people on, I always say you want a push metric and a pull metric, which is like, how do I know they're winning? And how do I know they're not up other people's work with this metric? So like sales, it might be like I'm going to compensate you on sales and you get deductions for backouts or

[8:16] YouTube https://youtu.be/zydvAjhEKBA?t=489 || Helping a Coaching Business Scale
refunds. So like gym launch, if people backed out in the first four weeks, that deducted against sales because we know that if someone backs out in the first four weeks, it's typically a sales issue. There are also no perfect metrics. So some of you are thinking, well that what if that wasn't a Yeah,

[8:29] YouTube https://youtu.be/zydvAjhEKBA?t=502 || Helping a Coaching Business Scale
it. There's no perfect metrics. Nobody is completely honestly controlling any metric in the business. And people will always use that as like, well, I don't think I should be compensate. It's like yes, business isn't perfect. There are no perfect compensation solutions. So I would just leave it at that.

[8:42] YouTube https://youtu.be/zydvAjhEKBA?t=515 || Helping a Coaching Business Scale
And that goes for any kind of um compensation metric having paired metrics and they're typically a quantity and quality metric that are paired. So if it's like you're you own a cleaning business, it's like how many did you clean but how many did you have to go back and reclean because they weren't good, right? So just having those

[8:56] YouTube https://youtu.be/zydvAjhEKBA?t=529 || Helping a Coaching Business Scale
customer service, how many tickets did you fill but how many like what was the average star? Same idea. Like there's usually they're paired that way to to to manage 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

[9:11] YouTube https://youtu.be/zydvAjhEKBA?t=544 || Helping a Coaching Business Scale
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

[9:25] YouTube https://youtu.be/zydvAjhEKBA?t=558 || Helping a Coaching 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 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,

[9:38] YouTube https://youtu.be/zydvAjhEKBA?t=571 || Helping a Coaching 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 deconstrain the business and you're trying to scale, we'd love to help you

[9:52] YouTube https://youtu.be/zydvAjhEKBA?t=585 || Helping a Coaching Business Scale
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.
