00:00:00- Where do I go?
00:00:05- You wanna go live?
00:00:16Oh, we are?
00:00:17Shit, what's up dudes?
00:00:19All right, am I on these things?
00:00:21Yeah?
00:00:24Hey!
00:00:26Alex.
00:00:30What's up?
00:00:31Look at the mosey, that's me.
00:00:32That's me, that's my name.
00:00:34All right, let's put this over here.
00:00:37Fantastic.
00:00:38All right.
00:00:39Do I have some paper or am I gonna remember all this shit?
00:00:41Some paper?
00:00:42All right, let's rock.
00:00:45Greetings from Michigan.
00:00:51- You are connected as the host.
00:00:53Welcome, host.
00:00:54You are now in the host room and can manage your callers
00:00:57from the call-in studio web interface.
00:01:00Audio recording is on dual channel.
00:01:03- What's up?
00:01:05Who am I looking at?
00:01:07So, I'll rock and roll for you guys.
00:01:11Happy, what day of the week is it?
00:01:14Friday, Jesus.
00:01:17All right, happy Friday everybody.
00:01:19I've been trying to do more of these from rosy outlines
00:01:21because y'all have asked for them.
00:01:23And so, I am doing them because I'm a slave for approval.
00:01:29I need to fill the hole in my soul
00:01:31where the approval of others goes.
00:01:34I'm kidding.
00:01:36You guys rock, appreciate you.
00:01:37Thanks for tuning in.
00:01:38I know there's many places that you could draw your attention
00:01:40and I thank you for flying Hermosy Airlines.
00:01:42So, Hermosy Airlines is actually hilarious.
00:01:45But, we good?
00:01:46Rock and roll?
00:01:47All right.
00:01:48First one, let's rock.
00:01:50- Yo, what's up Alex?
00:01:53How are you, man?
00:01:54- Hey, just remember to mute me in the background.
00:01:55All right, so what's up?
00:01:59- Perfect Alex.
00:02:00So, my name is happy.
00:02:02I have three locations, three offices in Southern California.
00:02:07So, as of right now,
00:02:10we're doing around $2 million in revenue.
00:02:12And we are essentially stuck.
00:02:16One of our offices is doing $1.2 million in revenue.
00:02:22And the other two offices are underutilized.
00:02:25- Okay.
00:02:26- I think about three to 400,000.
00:02:27- Okay, and you said dental offices?
00:02:30- Health conscious.
00:02:32Yeah, dental offices.
00:02:34- Okay, got it.
00:02:35- We do holistic dentistry in Orange County.
00:02:37- Word.
00:02:38So, what's holding you back?
00:02:39- So, we have a lead evolution problem.
00:02:43So, as of right now,
00:02:45we get about 30 new leads a month from a referral.
00:02:50- For all three locations?
00:02:53- Yeah, for all three locations.
00:02:56- So, you must be high ticket?
00:02:57- Yeah, yeah, high ticket.
00:03:00- Okay, what's the average case size?
00:03:02- Average case size presented is probably
00:03:05around 19,000 or so.
00:03:07- Okay, is this like veneers or something like that?
00:03:10- A lot of implants, veneers, and like full mouth rehabs,
00:03:15yeah.
00:03:16- Got it, word.
00:03:16Okay, so you have one referral partner
00:03:19who's getting you 30 leads a month?
00:03:21- Correct.
00:03:23- Okay, got it.
00:03:25Any reason you don't get, like what'd you do
00:03:26to get the referral partner that you have?
00:03:28- We essentially just signed up on our website.
00:03:33She's a big YouTube personality.
00:03:35- Okay.
00:03:36- And we're on a map, essentially.
00:03:37- Okay, got it.
00:03:39Are there other people who exist like her in the world?
00:03:42- There are, there's one more.
00:03:45He's in Germany, but she's kind of the biggest one.
00:03:49- Okay, can you get more from her,
00:03:51or 30 is the absolute max of what she offers?
00:03:56- So, I mean, we can get more,
00:03:58but it's not a direct referral.
00:04:01People find us on our website.
00:04:04- Okay.
00:04:05- And then they call us and we schedule.
00:04:06- And how do they find you?
00:04:08- They just find us on the map.
00:04:10We're the only people in Orange County.
00:04:12- Okay, so any reason you aren't running PPC, pay-per-click?
00:04:16- So we do run PPC at the moment.
00:04:19We ran a Facebook campaign about $10,000 a month
00:04:24with an agency.
00:04:25- Okay.
00:04:26- And the agency was, the copy was all towards
00:04:31low-hanging fruit, and it was a lot of discount comforters.
00:04:37So, right now, sorry, over those three months,
00:04:42we got zero patients.
00:04:45- Okay.
00:04:47- And then, as of right now, we're at $12,000 a month
00:04:50in Google campaign.
00:04:54- And so, you are still spending that money,
00:04:56you're just not getting patients from it?
00:04:58- Just started.
00:05:00Just started last week, to be honest.
00:05:02- Got it.
00:05:02What's the offer?
00:05:03- Offer is essentially a free consultation
00:05:08with a free skin-to-skin, free smile assessment.
00:05:11- Okay.
00:05:14- And then discounted cleaning.
00:05:15- Yeah.
00:05:16What can you do?
00:05:17Well, so you're spending this money now,
00:05:22are you getting clicks, are you getting leads?
00:05:24- I've had a few clicks, few leads,
00:05:27but a lot of the keywords we're searching for
00:05:30are pretty low, low volume.
00:05:35- Uh-huh.
00:05:35- So we don't get too many clicks, to be honest.
00:05:38But we have got a few phone calls,
00:05:39but no actual conversions just yet in the past week and a half.
00:05:42- Yeah.
00:05:43So, what's the sales motion?
00:05:45So they opt in on the site, then what happens?
00:05:49- They opt in, and then I give them a call personally
00:05:52within two days.
00:05:53- Wow, okay.
00:05:54And then what happens?
00:05:56- So, once I give them a call,
00:06:01I get them scheduled as soon as possible.
00:06:03But as of right now,
00:06:05so we have one doctor working within three offices.
00:06:10- Okay.
00:06:11- And we book out about two and a half weeks.
00:06:13- Okay.
00:06:14- So we are essentially booking empty slots,
00:06:18which are few and far between.
00:06:20So our show rate is decent, it's about 70%,
00:06:25but it's about three weeks out.
00:06:27- Okay.
00:06:28And you just haven't met with these people yet,
00:06:30or you have?
00:06:31- I'm sorry if I'm talking a little weird.
00:06:33I'm hitting a little echo in the background.
00:06:34- Yeah, I hear it.
00:06:36So, they opt in, you call, you schedule them three weeks out.
00:06:40Okay.
00:06:41Then what happens?
00:06:43- They show up, we present the shooting plan,
00:06:47we educate them on exactly why we're doing this
00:06:49and what the difference is between normal--
00:06:52- You pitch them.
00:06:53- And how this dentistry is.
00:06:54- Yeah, and you pitch them, right?
00:06:54- Yeah.
00:06:55- Okay.
00:06:56- And then we get them scheduled as soon as possible.
00:06:58- And then you get them rescheduled after they pay, you mean?
00:07:00- Rescheduled, I guess a schedule for their first appointment.
00:07:06- But the first appointment is the thing
00:07:08that they show up for, right?
00:07:09- Correct.
00:07:11- That's where you tell them all these different,
00:07:12you pitch them and then they come to another appointment
00:07:14that's a dental appointment?
00:07:17- Yes.
00:07:18- Okay, so you do sell them on that first appointment,
00:07:20correct?
00:07:21- Correct.
00:07:22- Okay, got it.
00:07:23And so, you have leads that are going through this process
00:07:26since you're spending money on PPC right now.
00:07:28Have you made any sales from that?
00:07:30- From PPC, not yet, no.
00:07:33- So, you said you have 70% that are showing up.
00:07:35How many have showed up to create the 70%?
00:07:37- So, we used to run PPC in the past,
00:07:41but it was pretty low, so right now--
00:07:44- You said you're running Google Ads,
00:07:45so what ads are you running for Google Ads
00:07:48that you're spending 12,000 a month on
00:07:49that you're getting 70% show up rates for?
00:07:51- So, we have the Google Ads running
00:07:54for 12,000 a month right now.
00:07:56- Right, so what are these Google Ads?
00:07:58On what platform?
00:07:59I said PPC, which is AdWords, which is the same thing.
00:08:04Basically, I'm saying the same thing.
00:08:05You're saying we used to run PPC, now we run Google Ads.
00:08:10Those are the same thing unless you're running Google Display,
00:08:13which I doubt, or YouTube Ads that are pre-rolled,
00:08:15but you probably would have said YouTube Ads.
00:08:16So, what are we talking about?
00:08:18- I think we're talking about the same thing.
00:08:21I think I'm being a little bit confused.
00:08:22- I agree, that's my point.
00:08:23So, you had an agency, and then now you run it in-house,
00:08:25and you're spending 12,000 a month.
00:08:27You have 70% showing up, so you're spending 12,000
00:08:30on these keywords, right?
00:08:32- Not yet.
00:08:34We have 12,000 allotted.
00:08:37Haven't been able to spend it yet.
00:08:38- So, you haven't spent $12,000?
00:08:40- No, no, we haven't sold it on our budget.
00:08:42- Then, where's the 70% show rates coming from?
00:08:46How many leads do you have that created that?
00:08:48- The 70% show rate is coming from the referral.
00:08:52- Oh, dude.
00:08:54(laughs)
00:08:56So, you have a budget of $12,000 for Google AdWords
00:09:02that you have not run yet?
00:09:03- Correct, it's running.
00:09:07- Okay.
00:09:08- I haven't been able to utilize budget yet, yeah.
00:09:10- So, you haven't spent any of the money?
00:09:13- No, maybe $100 so far has been actually utilized.
00:09:16- Okay.
00:09:18Okay, did the other, the agency,
00:09:20were they able to spend your money?
00:09:22- Yes.
00:09:24- Okay, got it.
00:09:25So, I'll tell you the two solutions, all right?
00:09:28Number one is the agency that you were working with,
00:09:31did they have customers who sold the level ticket
00:09:33that you sell?
00:09:34- Yes.
00:09:37- Okay, got it.
00:09:38And so, what were those people doing that you aren't doing?
00:09:43- So, they were...
00:09:45You know what, let me rephrase that, I'm so sorry.
00:09:49We were higher ticket than every single one
00:09:52of their customers.
00:09:53- Okay, but did any of them sell like--
00:09:55- The offers that they provided.
00:09:56- Did they sell anything that was in like
00:09:57the 8,000 plus range?
00:09:59- Oh yeah, yeah, 100%, everything.
00:10:03They only marketed one thing, essentially.
00:10:06They marketed like all the next is what it's called.
00:10:09- Okay.
00:10:10- Which for us is a $40,000 procedure.
00:10:12- Okay, so they do sell stuff that's more expensive.
00:10:15- Yes.
00:10:17- Okay, great.
00:10:18- $10,000, $20,000.
00:10:19- Yeah, so what I was trying to lead you to
00:10:22was the idea that there was nothing wrong with the agency,
00:10:25they were getting you leads,
00:10:26and you had a fucked up sales motion.
00:10:28And so, I'll say like if I'm in your shoes,
00:10:34I would probably call that agency back up and say,
00:10:36can you connect me with the three or four people
00:10:38that you're currently working with that are not in my area
00:10:40that are making this work?
00:10:43Now, in all likelihood, you said they were bringing
00:10:46in the wrong type of people, right?
00:10:47- Correct.
00:10:50- But it's only the wrong type of people
00:10:51because there's no sales motion to basically educate them
00:10:53into becoming the right type of people.
00:10:55So I'll give you an example of this.
00:10:56Back in the day when Groupon was a thing,
00:10:58which you may remember,
00:10:59there were plenty of businesses that got on Groupon
00:11:02and people would flood the front end
00:11:04with kind of these low barrier offers.
00:11:05The business owners that didn't understand sales
00:11:07and basically compared, well, I get these referrals
00:11:10that are super hot and they just buy when I offer it to them
00:11:12compared to cold traffic sales, which is what this is.
00:11:15These people are all low quality.
00:11:16It's like, yeah, of course, compared to referrals,
00:11:18they're all gonna be low quality.
00:11:20But believe it or not, these leads that that agency
00:11:23was sending you is still higher quality than meta leads.
00:11:25And so you had this the second hottest leads coming to you
00:11:28and you weren't able to convert them.
00:11:30And so the problem is the process.
00:11:32So can I walk you through what I think you should do
00:11:33and probably turn the agency back on?
00:11:35- Yeah, this is just one thing as well.
00:11:39So the agency was meta leads.
00:11:42- Okay, well, yeah, then meta leads.
00:11:44Yeah, that's gonna be lower quality,
00:11:45but I'll walk you through what should happen.
00:11:46If you've never had meta leads come in
00:11:49and you just like were expected to run the same process,
00:11:51there's no chance you're gonna be successful.
00:11:53I'll just tell you right now.
00:11:55Okay, so let's say you've got meta ads.
00:11:58I'm just gonna walk you through
00:11:59and this is where to wrap with, okay?
00:12:00So you've got your meta ads.
00:12:02You're gonna go to whatever the offer page is
00:12:03and they're gonna opt in.
00:12:04Okay, cool.
00:12:05Did they make the opt in page?
00:12:07- Yeah.
00:12:09- Okay, so I'm sure they already had a format
00:12:10that was working.
00:12:12After the opt in page, what was the step in that funnel?
00:12:14- After the opt in page,
00:12:18it would pop up in a go high level page.
00:12:21- Okay.
00:12:22- And then I would call them immediately.
00:12:23- Okay, so you would,
00:12:25was there a scheduling thing there on the thank you page?
00:12:28- Yeah, they received a VSL that I made
00:12:33as well as they would also receive
00:12:37automated reminders and text messages.
00:12:39- Okay, but you set them on the phone, right?
00:12:41- Yeah.
00:12:44- And you're saying none of the leads were good?
00:12:46- None of them qualified for financing.
00:12:50We brought a few of them in,
00:12:52but I mean, these are all people
00:12:54who are missing most of their fees.
00:12:57So almost like borderline homeless people were coming in.
00:13:00So they just wouldn't waste our time
00:13:02to get free consultation.
00:13:03- Yeah, so you don't have to give free consultations
00:13:06to people if they don't qualify.
00:13:09- So I would say fundamentally,
00:13:11this still feels very confusing
00:13:14because like PBC is probably the number one channel
00:13:16for dentists doing high ticket work like this.
00:13:20And so the keywords that you were selecting
00:13:23or that you're currently bidding on,
00:13:25there's probably more that you're missing, number one.
00:13:28Number two, from the sales process,
00:13:29having the VSL before and after, that stuff's good.
00:13:32Meta will always get you more leads than PBC will
00:13:34because it's interruption based rather than intent based,
00:13:36but the leads will be colder, but there's an ocean of them
00:13:38and you can spend a lot more, right?
00:13:39And so the vast majority, like there's also a cost thing.
00:13:43Like you probably have to spend,
00:13:45I would say somewhere in the neighborhood
00:13:46of five to $10,000 per sale is probably what you would expect
00:13:50to spend for something like this.
00:13:51And that would be kind of like industry average.
00:13:53And so the spend that you actually had
00:13:55with them was relatively low,
00:13:57especially if it was kind of like the first time
00:13:59you were really doing it.
00:14:00So you spent 30 grand,
00:14:00I can understand why that would be frustrating.
00:14:03But like I would get out of the perspective
00:14:06of like all the leads or something,
00:14:07like are you in a poor area?
00:14:09- No.
00:14:11- No, you're in Orange County, right?
00:14:12So like there's for sure, like there is a PPC path.
00:14:17There is a meta path.
00:14:18Both of them work.
00:14:19There's going to be opt-in speed to lead,
00:14:21VSL before when they walk in the door,
00:14:23second VSL when they're in person for the waiting room.
00:14:26And then when you present, you'll anchor high,
00:14:28get financing from them walking in the door.
00:14:31You'll also get card on file.
00:14:32It'll probably be split 'cause some people take financing,
00:14:34some people pay with the card.
00:14:36You should collect that before you present payment regardless.
00:14:38And then from the sales motion itself,
00:14:41I mean, if they were truly homeless,
00:14:43then yeah, that's a waste of time.
00:14:44And we should have screened for that on the call itself.
00:14:47But like, what was your cost per lead on meta?
00:14:49- I wouldn't want to get my own venture.
00:14:54- Okay.
00:14:55That would be worth knowing, obviously.
00:14:58But like, I would say that if you're on meta,
00:15:00you're probably going to expect to convert,
00:15:02especially at your price point,
00:15:03somewhere in the like two to 5% of leads range.
00:15:06At your price point.
00:15:07And so it's like, okay, let's say cost per lead is 50 bucks.
00:15:11Then it costs you, if you convert 1%,
00:15:13you're at five grand a sale, that math maths.
00:15:15It's just that you have to expect when you're using meta ads
00:15:18that like, these are not going to be PPC or referral ads.
00:15:20Like you're going to convert one out of 20, one out of 50.
00:15:23And you're going to have to put heavy screening
00:15:26on the front end.
00:15:27- Yeah.
00:15:29- Those are the two--
00:15:31- Would you suggest putting deposit?
00:15:33- Say it again.
00:15:36- Or the screening for meta leads
00:15:38or even the paper clip on Google campaign as well.
00:15:42Would you suggest putting a deposit?
00:15:44- I would do deposit if we were having sharp rate issues,
00:15:49but we aren't having sharp rate issues.
00:15:51The issue I think is in the set.
00:15:53So basically the friction to get on the call with you
00:15:56and what you're saying on the set,
00:15:57you shouldn't have had homeless people
00:15:58showing up at your dental office.
00:16:00Like you should have been able to qualify that on the phone.
00:16:03And so on the set, we should have gone for band, right?
00:16:05Budget authority need timing.
00:16:06Like, hey, what are you looking for
00:16:08in terms of budget wise for this?
00:16:09Obviously this is a four figure plus investment.
00:16:11Just want to make sure this isn't some sort of shock for you.
00:16:14The second thing is need wise.
00:16:15Like how important this is from you from one to 10
00:16:17to get this solved.
00:16:19Like, right.
00:16:20And then they'll give you a number and you're like, great.
00:16:21Whatever the number they say, you say, why isn't it a 10?
00:16:24And you say, why wasn't it a one, right?
00:16:26And both of those scenarios basically get them
00:16:27to sell themselves on why it actually is important.
00:16:29Then the third question that you would ask is timing.
00:16:33Like if we could wave a magic wand,
00:16:34would you want it to get solved today?
00:16:35Or when would you want to do this?
00:16:37You want to solve the people that are either today,
00:16:39basically as soon as possible or the next few days.
00:16:42The people were like, I'd want to do this
00:16:43and push it out into the future.
00:16:44Those are car kickers and are unlikely to close.
00:16:47And then authority is, are you the person
00:16:48who's going to be able to make the financial decision
00:16:50for yourself or do you need someone else's permission?
00:16:52And so if someone opts in after watching a VSL,
00:16:58they fill out an application and then you get on the phone
00:17:01and you go through band,
00:17:02you shouldn't have people who are unqualified
00:17:03who are walking in the door.
00:17:05- Yeah.
00:17:08- So it sounds like-
00:17:10- Out of all the people that we actually screened
00:17:14and got in the door, one, I would say was qualified.
00:17:19- Yeah, so I think like,
00:17:20and the front end offer was a free what?
00:17:24- Free consultation and free $300 scan.
00:17:29About $500 was the value.
00:17:33- And it was leading to the implants, correct?
00:17:37- Yeah, yeah, lead to implants.
00:17:40- Yeah, I don't think they were like,
00:17:41honestly like that offer is fine.
00:17:43The process that you laid out is more or less fine.
00:17:47It was probably missing a VSL before you walked in the door,
00:17:49but at going through all of these pieces with you,
00:17:51the set call was the issue.
00:17:53And I also don't know anything about the metrics.
00:17:58Like I don't know how many leads we had
00:17:59and how much the cost per lead was.
00:18:00If you had like five leads for $10,000,
00:18:02that's too expensive.
00:18:03If you had a 10,000 leads, something was wrong.
00:18:05So if you were in the 50 to call it 150 range,
00:18:08it's probably about right.
00:18:09I don't know what the creative looked like.
00:18:11Were you in the creative or was it just statics?
00:18:14- It was only me essentially.
00:18:17Full videos, no statics.
00:18:19- Okay, I've got good news and I got bad news for you.
00:18:21You might look homeless.
00:18:24I'm half joking, but the reality is that
00:18:30Metta will find people that look like the avatar
00:18:32that's in the ad.
00:18:33And so making sure that the ad looks really premium,
00:18:36really high end.
00:18:38And if you have a demographic
00:18:39that is more like your ideal customer,
00:18:42you want that person to be in the video.
00:18:44- Yeah, in the ad we were in our Newport Beach office
00:18:48and I'm wearing a full suit essentially.
00:18:51- Yeah, are you wearing a suit
00:18:53or are you wearing a white lab coat?
00:18:55- I'm on a doctor.
00:18:58- You do dental implants?
00:19:02- I'm not the doctor, I only manage the business.
00:19:04I am the owner of the business,
00:19:05but we have a head doctor.
00:19:07- Okay, you can wear a white lab coat by the way.
00:19:10- I mean I can, yeah.
00:19:13- Okay, I'll tell you right now,
00:19:16if you didn't have a lab coat,
00:19:17no one knew that it was a dental office.
00:19:19So what's the ideal customer for you?
00:19:28- Ideal customer is moms who work from 35 to 65,
00:19:33that are health conscious
00:19:36and kind of going against Western medicine.
00:19:38- So that's who you want in the ad.
00:19:41And you want her wearing a white lab coat.
00:19:44Ideally attractive.
00:19:47I'm being dead serious, man.
00:19:53- Yeah.
00:19:54- That's what you need in the ads that fixes the creative.
00:19:56And then you, the set call piece was messed up.
00:19:58I do think though, given everything you're saying,
00:20:00I think PPC is gonna work better for you
00:20:02'cause it's a little bit easier 'cause the leads are hotter.
00:20:04You're gonna have a lower quality in the beginning.
00:20:06So I would probably, like if I were you,
00:20:10I would pay for one-on-one
00:20:12with somebody who works at a PPC dental ad agency.
00:20:17I would look it up on LinkedIn.
00:20:19I'd find the guy who's one or two levels below
00:20:21who's actually doing the clicking of the buttons.
00:20:23And I pay that guy 500 bucks an hour
00:20:25to walk through the keywords that you should be bidding for.
00:20:27That's what I would do.
00:20:29- Gotcha.
00:20:32- Cool. - Okay.
00:20:32I'll do a plan.
00:20:34- Appreciate you, man.
00:20:35- Alex, I appreciate it, man.
00:20:38Thank you so much.
00:20:38- You bet.
00:20:39All right, talk soon.
00:20:41- You have a good one, man.
00:20:42- You too.
00:20:43We got there.
00:20:45We did it.
00:20:45We did it.
00:20:46We got there.
00:20:47Success.
00:20:48Why does Alex hate everything?
00:20:49Thank you, Adonis.
00:20:50I appreciate it.
00:20:51Alex is so done.
00:20:52Alex is pissed off.
00:20:53No, man.
00:20:55I'm just trying to find this.
00:20:57Trying to figure out the main point.
00:20:58The reason I was walking through this
00:20:59is because a lot of the pieces were right
00:21:01and it didn't make sense.
00:21:02So it's like something's off here.
00:21:04The set call piece I think was like getting bad people in.
00:21:07And then it had to be either like the offer wasn't that bad.
00:21:10So it was like, it can't be the offer.
00:21:12And so it had to be creative and or targeting,
00:21:14but with meta, he's dropping a pixel.
00:21:16They're probably just dropping a radius thing.
00:21:17So it still had to come down to creative and process.
00:21:20And so just in case you're curious,
00:21:22like why did I keep asking all those questions?
00:21:24That's what I was looking for.
00:21:26Okay.
00:21:27Let's go.
00:21:28Next one.
00:21:29Let's rip.
00:21:31Hello from Russia, Kaipak.
00:21:32Hey, Alex.
00:21:35What's up?
00:21:36Dude, this is Will.
00:21:38I run a company on virtual assistant
00:21:41for healthcare businesses
00:21:42and there's a ton of feedback on my line.
00:21:44We have lots of feedback on his line.
00:21:47So sorry, Will.
00:21:48We'll do the best we can.
00:21:50No worries.
00:21:50So I'm doing 7 million this year
00:21:54if I add nothing else to my business.
00:21:56And we are getting almost all my leads
00:21:59from speaking at events.
00:22:00And so for me, what's been great
00:22:03is because I've been working with you guys in Vantage,
00:22:05I have started hiring my CEO replacements.
00:22:09I've been able to start developing my price raises
00:22:13and just everything in terms of my margins are improving.
00:22:16But the problem is, is that right now
00:22:18my growth has capped by my schedule.
00:22:21And I've hit the same like industry events
00:22:23for the past couple of years
00:22:24and they're starting to dry out a little bit.
00:22:27So for me, what would be really useful
00:22:28is trying to decide if I can find bigger, newer stages
00:22:33or virtual stages or maybe my own stages
00:22:37or any other avenue to create leads
00:22:40so that it's not capped by my calendar.
00:22:43And this is, I mean, this is healthcare, right?
00:22:45Yeah.
00:22:47I mean, I feel like there's a lot of healthcare conferences.
00:22:50No?
00:22:51True, true.
00:22:52There are a ton.
00:22:53I am hyper-focused on my avatar
00:22:55who's an owner of a PT, OT, SLP practice
00:22:59that has five locations or so.
00:23:01So those are the customers that buy and repeat.
00:23:04They'll buy two, then five, then 20 VAs.
00:23:07Yeah.
00:23:08So I think, I mean, there's the obvious like more better,
00:23:12like can we find better stages?
00:23:14But I'm not gonna go down that path
00:23:15'cause you already know that.
00:23:16I think the like call it like the 10X move,
00:23:20you know what I mean?
00:23:21Like the move that's like the order of magnitude move.
00:23:22Yeah.
00:23:23That probably unlocks things for you
00:23:24is I think you would probably be really well-served
00:23:27learning to run a webinar.
00:23:28And so I think because Andromeda and meta ads
00:23:31have gotten so good in terms of targeting
00:23:33that if you just said, hey, and what do you say?
00:23:34OTE, was it OTE slash, what was the type?
00:23:38Sorry.
00:23:39Yeah, occupational therapist, physical therapist
00:23:41and speech therapist.
00:23:42Okay, great.
00:23:43So I would literally make an ad that would just say like,
00:23:46hey, if you're an occupational therapist,
00:23:48a physical therapist or whatever,
00:23:49and you've got five more locations,
00:23:51like I'm running a virtual thing, I'm Will,
00:23:55all I do is specialize in X, Y and Z,
00:23:57you're probably suffering from these pains.
00:23:58And the good news is like you can get out of it,
00:24:00you can do it in less than 60 days.
00:24:02I'll walk you through the whole process for free.
00:24:04On the webinar, you just basically show them what's possible
00:24:07of like the types of things that are getting automated.
00:24:09So rather than like let me show you how we do this,
00:24:13like that's really boring,
00:24:15but just show like 10 different use cases
00:24:17of like things they're doing that are painful,
00:24:21that a virtual assistant could handle.
00:24:25And then basically the last half of it
00:24:28is kind of like all the classic FAQs
00:24:30that they're gonna come up with.
00:24:30Like, how are they, do they speak English?
00:24:33Are they gonna be well-trained?
00:24:35Is it gonna be a pain to manage?
00:24:36How do I even pay these people?
00:24:37Are they technically employed?
00:24:38All the stuff that you normally have like that would come up.
00:24:41And I think that if you just ran med ads
00:24:43with those kind of clear call outs in the beginning,
00:24:45Meta and Andromeda will basically find those people
00:24:48and bring them to the webinar.
00:24:49And then basically you can soft pitch a call.
00:24:51And I would say like,
00:24:52I would probably pitch some sort of like savings assessment
00:24:55for free, which is like,
00:24:57if you just show us your growth rate
00:24:59and your current payroll,
00:25:00we'll show you what you could be saving
00:25:02and would be dropping to your bottom line with increases.
00:25:05Like this isn't just swap what you have for someone for less.
00:25:09This is get someone who's better for less
00:25:11and who can work some of your leads.
00:25:13Like, you know what I mean?
00:25:14It's like, no one wants to get sold just for less.
00:25:16It's like, this is better than what you have and costs less.
00:25:18It's like, you want both.
00:25:19And so I think that that's like,
00:25:20'cause then you kind of own the stage, right?
00:25:22And then you can scale this thing to the moon.
00:25:25- Dude, let's go.
00:25:28So it's cool because I love this idea
00:25:30of being able to just add infinite webinars
00:25:33because I had one webinar last month
00:25:35as one of the few that I do and I cleaned up at it.
00:25:38- Yeah.
00:25:39That presentation that you gave in person.
00:25:41- That'd be great to be able to scale that piece of it.
00:25:42- That presentation that you gave in person,
00:25:43you can more or less give online.
00:25:45The only difference I would say is that the first,
00:25:47like you're gonna have to be really crisp at the beginning.
00:25:51- Yeah.
00:25:54- But that's about it, man.
00:25:54Like you already do pitch from stages.
00:25:56We're just taking you from in-person to online.
00:25:58And the only concern that you'll have in the beginning
00:26:01is just, what am I, is targeting, right?
00:26:06But because in Andromeda, like the target--
00:26:09- Yeah, I don't know that world.
00:26:10- Yeah, yeah, yeah.
00:26:11The targeting is gonna be much easier
00:26:12than because it's gonna be in the creative itself.
00:26:14And you make content, don't you?
00:26:16- And you make content.
00:26:17- Oh yeah.
00:26:18I have dozens of followers, remember?
00:26:20- Dozens of followers.
00:26:21So I would take your best performing content
00:26:23as your first 20 ads that I would start with.
00:26:25And then just put a CTA at the end.
00:26:28So basically, have the ad or have the content.
00:26:31And then just film like a five second, by the way,
00:26:34like I'm doing a webinar on this thing.
00:26:35I just spoke at this, this, this,
00:26:37and people had to pay to be there.
00:26:38I'll give it to you for free to show up.
00:26:39That actually has real value
00:26:42because people had to pay to be at those events
00:26:43that you spoke at, right?
00:26:44- Yeah.
00:26:46- So it's like, I'm giving you something
00:26:47that other people had to pay for for free,
00:26:48so there's a bargain there.
00:26:50And you can do it from the convenience of your home.
00:26:51And then I would do a second version of each of those
00:26:53that would just have a text overlay that's like a banner
00:26:56that doesn't even include a kind of a cut-in CTA
00:26:59from you at the end.
00:27:00So that'd probably be my first like 20 to 40 ads.
00:27:03And I would also put a banner across the top
00:27:05that says occupational therapist, physical therapist,
00:27:08speech therapist, so that they know like it's for them.
00:27:11That's probably what I would do from the ad strategy.
00:27:13And then it's literally a simple opt-in page.
00:27:15You send them a Zoom link with reminders.
00:27:17That's it.
00:27:17- Dude, that is so epic.
00:27:20What about using partnerships in my industry
00:27:22with other B2B companies that I know?
00:27:24- I think you totally can.
00:27:25I think it's either would work.
00:27:27I would say pick one.
00:27:28Like either say I'm gonna do virtual stages
00:27:31or I'm gonna go basically turn outreach on
00:27:35and reach out to all these B2B providers.
00:27:37Honestly, both will work
00:27:38'cause I think you could get the B2B providers to love you
00:27:40just 'cause your personality.
00:27:41I think you'll win either way.
00:27:42Which one do you feel more comfortable with?
00:27:44I'll just say that.
00:27:45- Webinars, because for me, as a company has grown,
00:27:49there are a lot of potential relationships
00:27:51with these other partnerships,
00:27:53but it feels more takey for me.
00:27:55And so I could leverage those.
00:27:57I think it'd be great just to be independent
00:27:59and create my webinars and feel like I'm on my own.
00:28:01- I do think that as we walk down this path,
00:28:05we will end up pursuing the B2B thing.
00:28:07And we'll probably think like,
00:28:08I wanna think more with you on like how to,
00:28:10I would wanna break the belief that it's takey
00:28:12because if you're serving their customers
00:28:13and it's helping the customers make more money,
00:28:15they'll spend more money with the B2B partner.
00:28:17And so I would like, I would push back on that piece.
00:28:19But I would say pick, either one will work.
00:28:24Just do the one that you feel more comfortable with.
00:28:27'Cause the B2B offer is straightforward.
00:28:29Like it's already to your network.
00:28:30Like if I had to think like,
00:28:31what is the highest likelihood thing that will work?
00:28:33'Cause there's no tech.
00:28:34B2B, if you just have the offer, which is just simply like,
00:28:37hey, our practices make this much more,
00:28:40your services cost X, by the introduction,
00:28:42they could always pay for your thing, no problem.
00:28:44And what I would wanna go for
00:28:46is how can it get integrated into their sales motion?
00:28:49So it's like, you don't wanna do like a webinar with them.
00:28:51I mean, you could do it as the first one,
00:28:53kind of like the launch then integrate model
00:28:54that I talked about in the leads book.
00:28:56But the long-term nirvana is they sell their thing
00:29:00and then they plug you in
00:29:02so that they can basically justify the cost.
00:29:04- I see.
00:29:06Yeah, that would be great.
00:29:07'Cause I do have a lot of connections.
00:29:09At my event this last weekend,
00:29:10we had 16 companies sponsoring it and all of them killed.
00:29:14So I think there's some goodwill there
00:29:15that I could reach out to and it would feel like-
00:29:17- If I did do order of ops,
00:29:18I would do the B2B partnership first because it takes no tech.
00:29:21And I would just start with like two
00:29:23and just like heavily focus on it.
00:29:26Like I said, either the strategies will work.
00:29:30I do like the B2B just because you don't like,
00:29:32you already have the connections,
00:29:33you already have the relationship.
00:29:35They made money from you already.
00:29:36So it's like, they're already 80% of the way there.
00:29:39You just say, "Hey, wouldn't it be cool
00:29:40"to make more money like that?
00:29:41"Here's how we could do it.
00:29:42"Here's how I position it."
00:29:44- So how did they make money on those webinars?
00:29:47The first one you're saying
00:29:47that that would be both of us together?
00:29:49- No, they would make money in that
00:29:50their customers would make more profit,
00:29:53which they could spend with them.
00:29:54That's how I'd frame it.
00:29:55- I see.
00:29:57- So are they recurring revenue businesses?
00:29:59- So sorry, go ahead.
00:30:03- Are they recurring revenue businesses?
00:30:04- Most of them, yeah.
00:30:07- Yeah, so I would just say,
00:30:08listen, on the first phone call,
00:30:10you'll say, "Hey, we'll introduce you to a partner of ours
00:30:11"who will decrease your payroll costs
00:30:13"so that all of our stuff's basically free."
00:30:15- Oh, okay, awesome.
00:30:19- Right, that way you don't have to worry
00:30:20about this as an expense anymore.
00:30:22That's how I'd pitch it.
00:30:23- Dude, that is so epic.
00:30:24And it's cool because I just was
00:30:25with these guys last weekend.
00:30:27There's a lot of connection and buzzing,
00:30:29so it would be very natural.
00:30:31- Yeah, this would be the time to do it.
00:30:32But yeah, has Vantage been worth it?
00:30:34- Dude, game changing again.
00:30:38I kid you not, this is an answer to a prayer right now.
00:30:41- Awesome, man.
00:30:42I appreciate you. - Thank you, man.
00:30:42- Thanks for being the man.
00:30:44- You too, man. Talk to you soon.
00:30:46- All right, see you.
00:30:47All right.
00:30:49For those of you, I think Manthi Tagore,
00:30:53I don't know how to actually say that.
00:30:55How can I submit a question?
00:30:56I think, Kai, I pinned the link.
00:30:58I'm taking questions from Vantage,
00:31:00which is our community of million dollar plus business owners.
00:31:03And so I'm taking VIPs and I'm answering questions.
00:31:08That's what we do.
00:31:09So we just grab them from there
00:31:09and answering as many as we can
00:31:11before my brain turns into mush.
00:31:12All right, with that, fellas, let's rock and roll.
00:31:15Next one.
00:31:16Hannah.
00:31:19- Hey, Alex.
00:31:23Oh my gosh.
00:31:24- I can't hear anything.
00:31:28- Hello. - Hey, Hannah.
00:31:32What's up?
00:31:33- Hey, Alex.
00:31:34Oh my gosh.
00:31:35Thank you so much.
00:31:37- Thank you. - Okay.
00:31:39My name is Hannah.
00:31:40I own a company that sells custom career planning services
00:31:43for 18 to 20 year olds and their parents.
00:31:45So we made a little over 800K in 2024,
00:31:49300K in 2025,
00:31:51and we'd like to do two million this year.
00:31:53- Let's go.
00:31:54- So my question for you is about pricing.
00:31:57- Okay.
00:31:57- Our current flagship offer is called the launch program.
00:32:01- Okay.
00:32:02- It's a four week, one-on-one planning service
00:32:04that is priced at $4,000.
00:32:06- Okay.
00:32:07- So from the launch program,
00:32:08people get a personalized career plan.
00:32:10- Okay.
00:32:11- Now we want to start a second program.
00:32:14It's called the career year.
00:32:16- Okay.
00:32:16- So this would be a one year,
00:32:18hands-on, one-on-one white glove implementation
00:32:21where job placement's guaranteed.
00:32:23Entry-level job placement, 'cause they're young.
00:32:26- Okay.
00:32:27- We've sold this offer one time for 30K.
00:32:29- Okay.
00:32:30- But we don't know if it will consistently sell
00:32:33at that price.
00:32:34- It'll sell at a consistent price.
00:32:35- We don't know if parents...
00:32:37Sorry, I got a little feedback.
00:32:38- It'll totally sell at that price.
00:32:40- Okay.
00:32:41(laughs)
00:32:42- Can I prove it to you?
00:32:43- Well, we don't know.
00:32:44- So you feel better about it?
00:32:44- What's that?
00:32:45- Can I prove it to you so you feel better about it?
00:32:47- Squeeze you.
00:32:48I know the average cost of a year is 38K.
00:32:49So I want people to look at college for a year
00:32:52and look at us and make the decision.
00:32:56- Why do parents pay for college?
00:32:57- Because they think it's gonna get their kids a job.
00:33:00- Right, and then it doesn't.
00:33:02- It does not.
00:33:03- Right, and so we can leverage that thing.
00:33:04- We can leverage that thing well.
00:33:05- Right, and make sure.
00:33:06I mean, the good news is that the stats in that industry
00:33:08only get worse, which means it's only better for you.
00:33:11- Right, right time, right market.
00:33:13- Yeah, for sure.
00:33:15And is there any kind of financing that you can offer?
00:33:19- Okay, so I kind of have like two semi-follow-ups.
00:33:23- Okay.
00:33:24- So right now we're struggling with sales motion.
00:33:26- Okay.
00:33:27- So I'm kind of, I'm a chicken.
00:33:29So I've only pitched this twice.
00:33:30So I have a 50% close rate on this.
00:33:33- Oh no.
00:33:34- Which I should've pitched it more.
00:33:35- Okay.
00:33:36- But you know, our flagship, we've sold hundreds of times.
00:33:39So we got a lot of, you know, we got a lot of customers.
00:33:41- Yeah, what's your close rate on the 4K?
00:33:43- But, what's that?
00:33:45- What's your close rate on the 4K?
00:33:46- Of calls that show, it's between 40 and 50.
00:33:51- That's great.
00:33:52Okay, so, and how are you getting leads right now?
00:33:55- It's all organic social.
00:33:58- Okay, that's great.
00:33:59Okay, so you post stuff, right?
00:34:02So you post stuff.
00:34:02- Oh yeah, a lot of content.
00:34:03- Okay.
00:34:04And then that drive.
00:34:05- But we don't know where to,
00:34:07we don't know where to sell them the career year,
00:34:09because we don't want to, you know,
00:34:11should I pitch this first thing?
00:34:13Like they book a call for the launch program
00:34:16and I book them and I pitch them then,
00:34:19because we've kind of set it up like the workshop, you know.
00:34:21They have to go through the workshop
00:34:22to get into the career year,
00:34:24because sometimes they don't need us.
00:34:26- Okay.
00:34:27- And that's good, you know.
00:34:29- Yeah, I mean, I think you can just sell it before the end.
00:34:31So I'd probably sell it at between week two and week three.
00:34:35- Oh, perfect.
00:34:35That's kind of where we had bookmarked to do it now.
00:34:37- Yeah, you want to sell it before it's over,
00:34:39'cause then it's another buying decision.
00:34:41You kind of want to have them have that quick win.
00:34:43They are a little bit in it, but they're not done yet.
00:34:45And you say, "Hey, you know what?
00:34:46"I know you just did this one-on-one thing.
00:34:48"We're going to keep doing that.
00:34:49"We're going to wrap that up,
00:34:50"but let's take all this work
00:34:52"and plug it into the career year
00:34:53"so we can actually get you what you really want."
00:34:56- Okay, how do I qualify them?
00:35:01- You might just have to meet with all of them.
00:35:04I mean, that's a possibility,
00:35:07but I think rather than me telling you
00:35:09what's going to qualify them,
00:35:10I think if you meet with a bunch of them,
00:35:11you'll quickly see who buys,
00:35:12and then you'll be able to basically
00:35:14reverse engineer the qualifications.
00:35:15In the beginning, on any sales motion, we kiss all the toads.
00:35:18We kiss them all, and then we figure out
00:35:19who turns into princesses, and we say,
00:35:21"Okay, the toads with red spots, these are the good ones.
00:35:24"The ones with blue and black spots suck,
00:35:25"so let's just sort for those."
00:35:27And then what happens is your front-end funnel,
00:35:29you start marketing more to the red dotted toads,
00:35:32and then those are the ones you're buying the 4K,
00:35:33but now you have three or four times
00:35:35as many who buy the ascension.
00:35:36- Okay.
00:35:38- And so what I want you to do, though,
00:35:39is in the one-on-one thing that you're selling,
00:35:41is the parent there at all?
00:35:43- Yeah, so we actually built our whole program to do that.
00:35:48So they have to be there on the fourth call
00:35:50because we collect the testimonial on that as well.
00:35:52- Great.
00:35:53So why don't we do this?
00:35:55- I thought about doing a sale, a service call
00:35:57after the third session, before the fourth one,
00:36:00so it doesn't take the wind out of their sales
00:36:02that they don't buy.
00:36:02- No, for sure.
00:36:03I would do it as like the, call it a halfway call,
00:36:07or like a check-in call.
00:36:08It's like, "Hey, parent, you gotta show up to two calls.
00:36:10"One is halfway, one is at the end."
00:36:12The halfway point is just to make sure
00:36:13we show you the progress and what we're working on,
00:36:15and at the end, we'll show you
00:36:16kinda like what next steps look like,
00:36:17and you can pitch on both.
00:36:19- Okay, okay, awesome.
00:36:21And then do you think we should do third-party financing,
00:36:23or should we just do that in-house?
00:36:25- I mean, if you can get it, it would be great.
00:36:30But yeah, you can make payment plans over the year.
00:36:35It's not the end of the world.
00:36:36My whole goal would be to drag the cash up front
00:36:38as much as you can.
00:36:39Like, go for 30, and then downsell for 15K down,
00:36:41and then 15K over a year, and then downsell again
00:36:45to like, okay, we'll do 10K now,
00:36:47and then 20K over the year.
00:36:49You know what I mean?
00:36:50Just keep trying to have as much up front
00:36:51so there's more like skin in the game.
00:36:53And then I would say--
00:36:54- I have one problem there.
00:36:58We're kind of too good at this sometimes.
00:37:00So sometimes we get kids' jobs in like six weeks,
00:37:03and sometimes, like good jobs, you know, like 60K, 70K.
00:37:06- That's easy.
00:37:07- Like I'm talking 19 year olds.
00:37:08- You're good.
00:37:09All you gotta say is, yeah, it's fine,
00:37:10is you want us to be incentivized the same way you are,
00:37:13and so this is paid per placement.
00:37:16And so like, you pay it off.
00:37:19Like, I mean, we'll find out, right?
00:37:22The alternative, like, I'll give you a couple skins.
00:37:25You figure out which one you like better, all right?
00:37:27V1 is you do exactly what you're doing,
00:37:30and then you just set the expectation up front,
00:37:31which is, hey, we're really good at this stuff.
00:37:33And so you want us to be incentivized,
00:37:35and so instead of saying, hey, pay us
00:37:38and we'll keep working with you,
00:37:39it's like, it's 30 grand,
00:37:41and you have to pay at least a third or half to start,
00:37:44and then the rest you pay, and as soon as you get a job,
00:37:46you basically continue to pay it until it's done.
00:37:49And now your kid can pay it out of their side,
00:37:51so you kind of future pace a little bit.
00:37:52That's V1.
00:37:53That'll probably be the easiest to sell
00:37:55'cause it's basically what you're currently doing,
00:37:56and you're hoping they pay, right?
00:37:58Right?
00:38:01- Wow, okay.
00:38:03- Option two-- - So what do you think, 30?
00:38:05- Yeah, option two, you're good.
00:38:06Option two is you gotta pay.
00:38:09You can break it into as many chunks as you want,
00:38:11but until you pay, we don't start working.
00:38:15And so however fast you want your kid to get a job,
00:38:21that's how fast you should pay us.
00:38:23And we have third-party partners who will do financing,
00:38:25or if you don't qualify, we'll finance you in-house.
00:38:28- Okay, all right.
00:38:30- That's option two.
00:38:31Option three, let me see, what other option is there?
00:38:37Also, I was gonna say it earlier,
00:38:39make sure that before you have your halfway call
00:38:41with the parents the first pitch,
00:38:42make sure they watch a VSL before they talk to you.
00:38:44That's just like a bunch of proof.
00:38:46Okay.
00:38:49The other way we could do it is you could say
00:38:51it's half now, half when you get,
00:38:53so it's 15 now and 15 when you get the job offer,
00:38:56or you accept the job offer.
00:38:57- That's good.
00:39:02- 'Cause that way it's like, listen,
00:39:03parent, you're gonna split it with your kid.
00:39:05That way they're gonna understand the price of this stuff.
00:39:07So you're gonna pay 15,
00:39:08and then as soon as little Josie gets her 70K job,
00:39:13when she gets that offer, we'll do the other 15K.
00:39:16We'll basically plan it out
00:39:18off of that 70 that she's making.
00:39:19She'll pay 15 the first year, and then she's done.
00:39:22- Okay, wow.
00:39:25All right.
00:39:27Whoa.
00:39:28Awesome.
00:39:30- Feel good?
00:39:32- Yeah, yeah.
00:39:33So thank you.
00:39:34I can't thank you enough.
00:39:35We were really stuck.
00:39:36Do you think 30 or 35?
00:39:39Like, should I try to keep pace with a year of college?
00:39:43- Yeah, totally.
00:39:44- Okay, cool.
00:39:46- I think 35 will go the same as 30.
00:39:48- Okay, awesome.
00:39:51So basically 12 months and 35,
00:39:56probably half now.
00:39:57- Yeah, I like that.
00:39:58I like option three the best.
00:40:00And then it has a nice ring to it.
00:40:03You know what I mean?
00:40:04- Transferring.
00:40:04- Yeah, we believe in long-term accountability,
00:40:07and part of this is you're becoming an adult now,
00:40:09and you're gonna start having to pay for shit.
00:40:10Not mom and dad.
00:40:11I'm sure mom and dad will love you saying that.
00:40:13It's like, they just pay for you to go to this great college.
00:40:15So they're gonna front this half to get you started,
00:40:17but the second half you gotta pay,
00:40:18but don't worry, we're gonna set it up
00:40:19as long as parents are cool with it.
00:40:21And then I would just say,
00:40:22hey parents, if for some reason your kid doesn't pay,
00:40:24your card's the backup card.
00:40:25- Oh, okay.
00:40:28Nice.
00:40:29- Right, and we're willing to do 12 month payment plans
00:40:32per when they get the job.
00:40:34Either way for you though,
00:40:34you're doing a 15K sale on the back.
00:40:36I would do this too.
00:40:38Take the 4K, make it 19K upfront,
00:40:44and tell them if they do it,
00:40:46you credit the 4K that they just paid towards it
00:40:49to make that 20 turn into 15.
00:40:51- Oh, okay.
00:40:54- Right, so it makes them feel a little better.
00:40:56It's like, hey, I'll credit the first week towards it
00:40:58'cause I pretty much just used that
00:40:59to get you ready for this step.
00:41:01And the whole idea in this is that like you did phase one,
00:41:04this is phase two.
00:41:04We wanna make it feel like it's incomplete
00:41:07on a multi-step process, not a new sale.
00:41:09Make sense?
00:41:10- Okay, sure.
00:41:11Like you're just completing what you've already started.
00:41:13- Exactly.
00:41:13It's like, well, you don't wanna stop now.
00:41:14We're halfway there.
00:41:15- Awesome, awesome.
00:41:18Oh my gosh.
00:41:19Thank you so much.
00:41:20- So vintage has been worth it so far?
00:41:22- Yeah, I got a lot of work to do.
00:41:24- Well, rock and roll.
00:41:27I appreciate you, Hannah.
00:41:28- Thank you so much, Alex.
00:41:30- All right, rock and roll.
00:41:31For those of you asked how these calls work,
00:41:36I'm just calling vintage members,
00:41:37which is our million dollar plus community.
00:41:40Two qualifications.
00:41:40Either you're over $100,000 a month, three months in a row.
00:41:43That's the minimum or trailing 12 is over a million.
00:41:45You can check it out at the link if you're curious.
00:41:48But yeah, that's where these calls are coming from.
00:41:49All right, let's do it.
00:41:51Jordan.
00:41:54- Hey, Alex.
00:41:58My name is Jordan.
00:41:59I'm the owner of a multi lawn care franchise locations.
00:42:04We make tall grass short.
00:42:05We've been in business for one year
00:42:11and reached 600K in revenue.
00:42:13- Nice, nice man.
00:42:15- I'd like to copy and paste that and reach 25 million.
00:42:20- Okay.
00:42:21And that's-- - I think it's--
00:42:23- Yeah, go ahead. - Oh, I'm sorry.
00:42:24- You're good.
00:42:25- My biggest constraint is people.
00:42:28When I hire experienced technicians,
00:42:32they aren't always a culture fit.
00:42:34And when I hire culture fits that aren't experienced,
00:42:38we've been unsuccessful in training them.
00:42:42- So this is lawn care, correct?
00:42:43- And since we were seasonal, we lose half the workforce.
00:42:46- Yeah, and so this is lawn care, correct?
00:42:49- Correct.
00:42:51- Okay, so this is not me being insulting here.
00:42:54I wanna be really clear.
00:42:55How are you unable to train people who are good culture fits
00:42:59on how to mow lawns?
00:43:01- It's probably the pressure of the short timeline.
00:43:11- Okay.
00:43:12- And with the lower margins,
00:43:15you have to be really efficient
00:43:18to be successful in our process.
00:43:21- Okay, how are you paying them?
00:43:27- We're using pay for performance.
00:43:32- Okay.
00:43:33- So we have a low base pay
00:43:35and then a option to earn a percentage of revenue.
00:43:41- Okay, and that option is based on what?
00:43:44- Basically the budget hour
00:43:50has a fixed cost for the customer.
00:43:54And if they complete that work inside the budget hour,
00:43:59they get a percentage of that.
00:44:02- Of the like excess, right?
00:44:04So they're incentivized to do more jobs faster.
00:44:07- Absolutely.
00:44:09So is that actually working?
00:44:11- It is for the A players.
00:44:15- Okay, so right now, like you have a cleaning business.
00:44:20I'm just gonna tell you right now.
00:44:21You have a cleaning business.
00:44:23The business will always be constrained by talent.
00:44:26It's not hard to have people who would rather
00:44:27to have somebody else mow their lawn.
00:44:29And so you will always be in the recruiting
00:44:31and training business.
00:44:32And so this is a feature, not a bug.
00:44:35And so to your point of like wanting to be able
00:44:36to copy and paste this,
00:44:38the thing that you need to nail before you scale
00:44:40is you're recruiting, hiring, and onboarding process.
00:44:42Like the fact that you're getting customers
00:44:44and you can sell them, all that stuff, like that's very easy.
00:44:47Also, if you're in a supply-constrained industry,
00:44:49which you are, you likely have more pricing power,
00:44:51even though you feel like margins are thinner, right?
00:44:54If you can barely take on more business,
00:44:58then you are supply-constrained, right?
00:45:01And when you have supply and demand
00:45:02and supply is constrained, you can typically raise prices.
00:45:06What are your close rates right now?
00:45:08- We are like right at 70%.
00:45:12- Okay.
00:45:13So if you're familiar with my pricing guide,
00:45:15if you're at like basically everything above,
00:45:17basically every 10% above 35,
00:45:20you usually have like a 25 to 50% lift in pricing.
00:45:24All right.
00:45:25So what are you charging right now?
00:45:28- I'm charging $75.
00:45:31- An hour?
00:45:34Okay.
00:45:35You could probably go up to like, I don't know, 85, 95
00:45:39and get away with it because you're closing 70%.
00:45:42I doubt your close rate's gonna cut in half
00:45:44if you go to 95.
00:45:45What are your margins right now?
00:45:46- My margins on the direct cost of labor is about 55%.
00:45:53- Okay.
00:45:57And so that means, hold on, one moment please.
00:46:02All right, so we've got 75 an hour, you're making 55.
00:46:07So you pay them 34 bucks an hour, roughly?
00:46:11- Yeah, there's some inefficiencies
00:46:15that come that cost us--
00:46:16- Driving between place to place
00:46:18and all that kind of stuff, right?
00:46:20- Correct.
00:46:20- Yeah, got it.
00:46:21So, but for you though,
00:46:22if you could add an extra $10 per hour or $20 per hour,
00:46:26it'd be pretty material, right?
00:46:30- Yes, I think the reason why we're at the price we are
00:46:35is we still have extra capacity
00:46:37and we wanted to fill that before we raised prices.
00:46:40- Okay, so do you have a lead gen issue
00:46:42or do you have a talent issue?
00:46:44- No, we will reach that.
00:46:47- Okay.
00:46:49- Once the, like in the next month.
00:46:51- Okay.
00:46:52- But that would include me adding like eight new technicians.
00:47:00- Wait, you just said that you're already had,
00:47:02you need to fill up what you already have, correct?
00:47:06- For like a physical capacity or equipment.
00:47:10- For equipment capacity, not headcount capacity.
00:47:14- Correct.
00:47:16- Okay.
00:47:17So, okay.
00:47:19So right now you cannot take on more business, correct?
00:47:27- Incorrect, I guess without, with adding a technician.
00:47:32- This is feeling complicated.
00:47:37You're closing 70%, you're going to hit capacity,
00:47:40you need to raise the price, you need to raise the price
00:47:42so you can pay people better, so you can get better talent.
00:47:44That's the process.
00:47:45That being said, on the recruiting side,
00:47:48what are you doing right now to bring people in?
00:47:51- Indeed ads.
00:47:55- Okay, I mean, there's nothing really wrong with that.
00:47:56I mean, the thing that I tend to reject
00:48:00is just like at the onset you said,
00:48:02like people are good culture pits, I can't train.
00:48:04Like how hard is this to train?
00:48:06- It's not hard.
00:48:11And that's why I put culture into the question.
00:48:15'Cause it seems like where we really fall apart
00:48:20is you were trying to raise the level of professionalism
00:48:22in the industry.
00:48:23So quality is really big.
00:48:26- Yeah.
00:48:27- And we train them, they show us they can do the work.
00:48:32And then when they're on their own,
00:48:34the quality falls apart.
00:48:36- Okay, so part of the incentive, right?
00:48:38How do you know the quality falls apart?
00:48:40- Complaints from your customers and audits.
00:48:44- Really, really easy.
00:48:45So the problem is your incentive plan
00:48:47is only one sided, not two sided.
00:48:49So whenever you have a KPI,
00:48:50it has to be a paired metric.
00:48:52So the classic is quality and speed, right?
00:48:57So you have a speed performance,
00:48:59but you don't have something that weighs out the other side.
00:49:02So in the cleaning world, it's you get expert clean
00:49:05and you wanna clean as many times as you can.
00:49:07But if you have a one-star review or a complaint,
00:49:10you gotta go back and clean it again, right?
00:49:13And so in your situation,
00:49:15it's gonna be if you get a complaint,
00:49:16they don't get paid for the whole day.
00:49:20- And we do that, but we only hit them
00:49:24for the work they have to complete.
00:49:26- Okay, just make it for the week.
00:49:29I mean, you know what I mean?
00:49:30You just like, you have to enforce this.
00:49:32- Yep.
00:49:34- And to be clear,
00:49:35do you teach them like how to talk to customers?
00:49:38- Yes, but I would say that 75% of the time
00:49:44they don't have to.
00:49:46- Okay, so then like, what are the complaints about
00:49:48that they just like literally cut corners quite literally?
00:49:51Or don't cut corners? - Correct.
00:49:54(laughing)
00:49:55Yeah, the short grass that we're supposed to make
00:49:58is still long.
00:49:59- Yeah, got it.
00:50:00Okay, so I would say you gotta do two.
00:50:02Number one, if I'm gonna pay you this performance thing,
00:50:05if you cut a corner,
00:50:06you gotta go back on your own time and do it.
00:50:09Zero, I'm not paying you for it.
00:50:11Number one.
00:50:12That would probably be my first level of defense.
00:50:14If that doesn't fix it, I would say that.
00:50:16And you don't get your performance bonus for the whole day.
00:50:19- Correct, so I just gotta be a little bit more--
00:50:27- You need to enforce.
00:50:28Rules without enforcement are not rules,
00:50:30they are suggestions.
00:50:31Like you sound like you wanna be a nice guy
00:50:36'cause I'm just listening to you on the phone.
00:50:39But like, it's like you have to protect the business.
00:50:42And the thing that you have to protect most
00:50:44is the reputation, 'cause that goes fast.
00:50:46- For sure.
00:50:49- Right?
00:50:49Okay, zooming out.
00:50:51We're gonna raise the price by at least $10 an hour.
00:50:54Please commit to that one.
00:50:56'Cause you have 70% close rate, it's not gonna be an issue.
00:50:58I bet you can go 25 an hour more, it still won't matter.
00:51:01Number one.
00:51:02Number two, we have to add a second pairing to this,
00:51:05which is that if they fuck up,
00:51:06they gotta go back and do it on their own time.
00:51:08If that doesn't reinforce,
00:51:10basically punish the adverse behavior, you also pair in.
00:51:13That if they have to do it two times in a month,
00:51:15I mean, you would know the cadence better than me,
00:51:17two or three times in a month,
00:51:19they'll miss their bonuses for that.
00:51:20And on the third time they lose their job, right?
00:51:23- Yeah.
00:51:24- The third thing that we need to do
00:51:27is that you need to be very,
00:51:29you need to be more specific about the training
00:51:34in terms of the actions they need to take.
00:51:36But I think a lot of this just comes down to like,
00:51:39if you just put the incentive right from what it sounds like,
00:51:41if they're never even talking to the customers,
00:51:43you just got to get them to do the job.
00:51:45You just got to incentivize them well,
00:51:46and that's basically it.
00:51:47And if you want to, you could put a third piece of this,
00:51:49which is that they have to take a video on their phone
00:51:51of the whole lawn.
00:51:52It probably takes five minutes.
00:51:54And then that includes it.
00:51:56- And if they aren't demotivated or incentivized by money,
00:52:03does that mean they're not the right person?
00:52:06- They should be incentivized by what you reward publicly.
00:52:11Money is going to be a portion of that
00:52:12needs to align with it.
00:52:14But if you allow people who cut corners,
00:52:16I love that that's literally like what this is.
00:52:18If someone actually cuts corners in your business
00:52:20and you don't publicly, you know,
00:52:22give kudos to the people who are consistent
00:52:24and you don't punish or remove the people who are not,
00:52:27you basically reinforce that it is okay to cut corners.
00:52:30It's unfortunate, but like you have to make an example
00:52:35and vast majority of people
00:52:36do not know how to build culture.
00:52:37- For sure.
00:52:41Like you need to be-
00:52:42- If I understand you.
00:52:43- Go ahead.
00:52:43- So by setting that example,
00:52:47that's how you're building culture.
00:52:49- Yes.
00:52:51You have to define exactly what you want
00:52:52in two observable terms.
00:52:54You have to demonstrate it in front of them.
00:52:56You have to get them to actually do it.
00:53:00And then you have to see what they did.
00:53:02And then you have to immediately correct
00:53:04the people who fuck up.
00:53:05You have to give kudos to the people who do it well,
00:53:07and you have to keep repeating it until it sticks.
00:53:09And then you'll move on to reinforcing people
00:53:12for giving kudos to each other.
00:53:15And as soon as they start giving kudos
00:53:16to each other in public,
00:53:18that is when you'll know
00:53:18that you'll start to have built the culture.
00:53:20And then after that, what ends up happening
00:53:21is they start punishing each other in private.
00:53:23Meaning they say, "Hey man, you fucked that up.
00:53:25Don't let him see that.
00:53:27It's gonna get all of us in trouble."
00:53:29- Awesome.
00:53:33- Like those are the behaviors.
00:53:34That is how you do it.
00:53:35Cool?
00:53:39- Cool and easy.
00:53:40Thank you very much.
00:53:41- Rock and roll, Jordan.
00:53:42Appreciate you.
00:53:43- Yeah, thanks.
00:53:45- Bobby, damn businesses are ruthless.
00:53:48No, man, standards.
00:53:51Like standards, bro.
00:53:52Like every business that you like,
00:53:54that you think does a fucking amazing job,
00:53:57they have standards.
00:53:58Every business that you think is a piece of shit
00:54:00that you're like, "Fuck that business."
00:54:01That's because as an owner, didn't have standards.
00:54:04Period.
00:54:05And the vast majority of owners don't have standards
00:54:07that they communicate into observable actions.
00:54:11And they don't even model what they wanna have done.
00:54:13It's like somebody saying,
00:54:14"I want all my team to show up on time."
00:54:15Or, "I want all my team to show up early
00:54:17and they're not there early."
00:54:18Like you have to lead by example
00:54:19or no one takes you seriously.
00:54:21Like there's a story of Gandhi
00:54:22where a woman comes to Gandhi and she says,
00:54:25"Gandhi, can you help my kid stop eating candy and sugar?"
00:54:30And he says, "Okay, come back to me in a month."
00:54:33And so the mother comes back with the kid and says,
00:54:35"Gandhi, can you help my kid stop eating sugar?"
00:54:38And so Gandhi looks at the kid and he says,
00:54:40"Stop eating sugar."
00:54:41And then the kid stops eating and she's like,
00:54:42"Why did that take a month?"
00:54:43And he's like, "Well, I had to stop eating sugar."
00:54:46And so like, that is how you lead.
00:54:48All right, let's do it.
00:54:50Let's rock and roll.
00:54:51For those of you who were asking questions
00:54:52about how you get on the calls,
00:54:54this is just from Vantage,
00:54:55which is a group for million dollar plus business owners.
00:54:57You can find the link in the chat.
00:54:59Ooh, not the chat, the chat.
00:55:01All right, let's do it.
00:55:05Miroslav, the email king.
00:55:08What is up, my friend?
00:55:09Miroslav.
00:55:17I mean, you win the award for coolest name of the day.
00:55:20While we wait for Miroslav,
00:55:23Alex, can you find some terms for us?
00:55:25I have lots of terms.
00:55:26What's up, Miroslav?
00:55:28Where are you calling in from?
00:55:29Oh, hey.
00:55:31Yeah, I'm calling from Czech Republic.
00:55:32Hi.
00:55:34It took a minute to hit the satellite and come back down.
00:55:36It's all good.
00:55:37All right, what's up, dude?
00:55:38Yeah, probably.
00:55:40Yeah, thanks for having me.
00:55:42I sell a monthly meat subscription box
00:55:44to chronically ill and health conscious people.
00:55:47And we launched five months ago
00:55:49and we are currently doing like 33K per month in revenue.
00:55:53So this is a brand new thing that you just started.
00:55:56Yes, that's right.
00:55:57And my question is about churn.
00:55:59Okay.
00:56:00Because customers who stay past the first couple of months
00:56:03tend to stick.
00:56:04For example, our very first group of customers
00:56:06from five months ago, they just placed their fourth order
00:56:10and churn from last month to this month was only 16%.
00:56:15I mean...
00:56:16But new customers churn a lot after their first month.
00:56:20From the group that bought for the first time last month,
00:56:2475% did not buy a second box.
00:56:27Okay.
00:56:28So the question is what should I do
00:56:30to specifically reduce the churn
00:56:32between the first and second month of the subscription?
00:56:35What do you want to do with this business?
00:56:39Well, this was the first business
00:56:42that I wanted to do something that would compound
00:56:45because before I was info just education.
00:56:49Yeah.
00:56:49One course that I would have to promote all over again.
00:56:53Yeah, I got you.
00:56:54All right.
00:56:56And I'm sorry, just a little reminder.
00:57:00I hear myself double in the phone.
00:57:03Good to know.
00:57:04Sorry about that.
00:57:04Can you hear me without hearing the double?
00:57:07Yeah, I hear you perfect.
00:57:08All right.
00:57:09So I'll just, I'll do more of the talking.
00:57:10How about that?
00:57:11Okay.
00:57:14So here's the deal.
00:57:15You're selling like wellness boxes
00:57:18to people who are sick, right?
00:57:20Yes.
00:57:22Okay, got it.
00:57:23Is it a changing thing every month?
00:57:28Like what's inside of it?
00:57:30Yeah, they actually have to place the order each month again.
00:57:35They have to manually place it again?
00:57:38Yes.
00:57:40Oh, I mean, that's, I mean, that's thing number one.
00:57:42I mean, it has to be automatic.
00:57:43No one's going to want to do that every month.
00:57:45Yeah.
00:57:47So I would just say like have a default box
00:57:49and they can choose to edit it if they want to.
00:57:51But like you send a default box to everybody,
00:57:53even if it's new.
00:57:54Does that make sense?
00:57:55Okay.
00:57:56So that's thing number one.
00:57:57But the reason I asked the like,
00:57:59what do you want to have happen with this business?
00:58:00Is this all drop shipped?
00:58:01Or is this like you have a warehouse full of like goodies?
00:58:04We have rented a warehouse and we have farmers
00:58:10who sell the meat to us.
00:58:14Okay, so it's meat.
00:58:17I'm sorry, I just hear, yeah, go.
00:58:21It's meat?
00:58:22Yeah, it's just beeping sound.
00:58:23Oh, got it.
00:58:24Okay, so these are meat boxes.
00:58:25This is like butcher box.
00:58:27Yeah, yeah, yeah, exactly like butcher box.
00:58:30Got it, okay, understood.
00:58:31Avatar selection is going to be really important, number one.
00:58:36Number two, so it's like, if you go to poor people,
00:58:39they will turn out because they basically bought you
00:58:41for a one-time discounted like steak or whatever.
00:58:44You want to be positioning against groceries
00:58:46and like their source of food.
00:58:48And you'll probably eat a mix of different meats.
00:58:55It is very elastic from a pricing perspective,
00:58:57which I don't love.
00:58:58I'm pretty sure like, actually,
00:59:01I don't know if I'm under NDA.
00:59:03Well, I've seen very big ones of these
00:59:05and they run paper thin margins.
00:59:07So I don't know if this,
00:59:10like I'm being like really real with you.
00:59:11I don't know if this is like, hey, I want to just have like,
00:59:15it's tough because people's flavors change,
00:59:17their palates change.
00:59:18This isn't me trying to tell you not to do this business,
00:59:20but like, this is going to be a hard business
00:59:22that will eat capital for a long time.
00:59:27We actually didn't have to invest anything into that.
00:59:29We have like third-party logistics and we just,
00:59:36people pay to us and then we go buy the meat.
00:59:39Yeah, no, I get it.
00:59:40Okay, so number one is that you have to give them
00:59:44a sample box every month and just have them agree
00:59:46to the mix of meats.
00:59:48That'll be much easier for you
00:59:50and make everybody do the default there.
00:59:53I'm assuming the next issue is that people
00:59:55will basically feel like they already have enough meat
00:59:59so they don't need more.
01:00:00And so before they do their subscription,
01:00:02you need to text them and tell them like,
01:00:04they have the option of skipping a month
01:00:07and so it can go every other month.
01:00:09Or like they can change their order via text
01:00:12if they want to just like cut the portions down in half.
01:00:15Both of those are viable
01:00:16and they have to be able to do that conveniently.
01:00:19But I think the biggest thing though is going to be
01:00:21how they're being sold.
01:00:23If it's sold only based on like,
01:00:26is it mostly sold on the discount,
01:00:28the fact that it's cheaper to buy it this way?
01:00:30- No, no, no, it's quite opposite actually.
01:00:33- Okay.
01:00:34- We call it better meat.
01:00:36- Okay.
01:00:38- And we just sell at the premium.
01:00:40- Okay.
01:00:41- And we take those from the farmers,
01:00:42pasture race and everything.
01:00:43- Cool, then what was the number one reason
01:00:45that people canceled?
01:00:46Or did they just not reorder?
01:00:50- We just did a survey and there were two reasons.
01:00:55First one was that they were not able to curate their box
01:00:58and second was price.
01:01:00- Got it.
01:01:04Okay.
01:01:04So I would sell on the meat being superior
01:01:08as obviously the strong angle,
01:01:10which you already have, which is good.
01:01:11From the customization, I think you have to make it easier.
01:01:15So it's like, you will get the default box
01:01:17and you can edit it via text.
01:01:19No one wants to like log in and do it.
01:01:21I'm just telling you right now.
01:01:22So I think you could just have an agent that receives it
01:01:24and then edits the orders on the back.
01:01:26That's super doable now.
01:01:28So there's that.
01:01:30I think editing the system flow.
01:01:31In terms of the pricing,
01:01:33normally I ignore people who say price stuff,
01:01:36but when it comes to food,
01:01:37it is so elastic in terms of pricing.
01:01:40So it may be like, are you pricing it by pound?
01:01:43- No, we just price it third box.
01:01:48- Yeah.
01:01:49I would, the nice thing that you can do is you can probably,
01:01:51'cause it's not gonna,
01:01:52'cause you're just getting started with this new business.
01:01:55I would consider price testing.
01:01:57Like do this first stuff first, right?
01:01:59Add in the like a default box
01:02:03that they can change whenever they want.
01:02:04Add the text in ahead of time so they can skip,
01:02:06they can cut the portions in half
01:02:08or edit all in that one flow.
01:02:09That's the first thing that I would do.
01:02:12Beyond that, I would test funnels
01:02:16that are like maybe like quarterly shipments
01:02:20'cause that'll also help you offset CAC
01:02:21'cause you'll be able to get more cash upfront
01:02:23and it'll be less frequent.
01:02:25So that's another option.
01:02:26That'd probably be like test number two
01:02:28that will allow you to scale more,
01:02:29that will probably allow to scale faster.
01:02:31And number, 'cause you could also,
01:02:38basically think about this was like,
01:02:39you could have the subscription renew on a different cadence
01:02:43than the boxes are being shipped.
01:02:45Does that make sense?
01:02:47- Yes.
01:02:48- So that's probably like,
01:02:49I know I'm giving you,
01:02:50but like you have one clear thing, which is meat.
01:02:52So a lot of the tests are gonna be in like,
01:02:54kind of like pricing and offer driven,
01:02:56but these are the things that I'd be looking at.
01:02:59- Can I just add?
01:03:00We tested the pricing because very first month
01:03:05we calculated poorly and we had to increase the price
01:03:08and we did it in AB test
01:03:10and it was like plus 35% and plus 50%.
01:03:14And now we see that those 50% churn less.
01:03:18- Churn less.
01:03:19Okay, so this is good.
01:03:20So what it is is basically,
01:03:22so to be fair, I don't know.
01:03:23I mean, the sample size seems kind of small
01:03:25given the revenue.
01:03:26So I don't know if it's statistically significant.
01:03:27So I'll probably just keep running that.
01:03:29But if the 50 keeps winning,
01:03:32then what that would indicate to me is an avatar thing.
01:03:35So that means that you need to lean more
01:03:36in terms of the creative on the types of people
01:03:39who resemble the ideal customer more.
01:03:44- Mm-hmm.
01:03:45- So it's like, we need to target those people
01:03:47and we need messaging that resonates more with that person.
01:03:49And so it might, I mean, you might find that 50
01:03:51and then 100% boost actually goes even higher
01:03:53because they just want the best stuff.
01:03:55That makes sense.
01:03:57Like if you become a,
01:03:58like I'll tell you a completely different example,
01:04:00but like in the gym world,
01:04:01when we had memberships that were like at $300 a month,
01:04:05it was a price point that was like a stretch
01:04:08for a middle-class person, but too cheap for a rich person.
01:04:13And so it kind of gets in this no-man's land.
01:04:14And so you might find that plus 75
01:04:16even performs better than 50.
01:04:18Again, if this data holds.
01:04:19- Yeah, it's holding for two months already.
01:04:24And we are at the top of the market right now.
01:04:26- Okay, then there might be a position for you
01:04:28to continue to raise the price
01:04:29so that they can associate with premium.
01:04:31And I would say like, then if that becomes the position,
01:04:35then all my copy in the ads is like,
01:04:37we are not the cheapest meat.
01:04:39In fact, we're the most expensive you can find,
01:04:40but that's because we're the best.
01:04:42And meat is probably the most mealy thing that you're eating
01:04:46as a portion of your diet.
01:04:47And so you should probably think about like
01:04:49every single calorie that you eat
01:04:50is what your body gets made of.
01:04:52It's like, wouldn't you want to eat the best stuff?
01:04:54So those are probably the marketing angles I would take.
01:04:58I would experiment with the different billing cycles.
01:05:00And for sure I'd add in the AI agent.
01:05:02There's part of you that's probably going to be afraid of
01:05:04like texting them before the billing,
01:05:06but you have to just get rid of all of that.
01:05:08You want to just have a product
01:05:09that people want to keep subscribing,
01:05:11not that they forget about it.
01:05:12- Yeah, yeah, yeah.
01:05:14Yeah, no, no, that's okay.
01:05:15Because anyway, in Czech Republic,
01:05:17we have to remind them before the charge.
01:05:20- Even better.
01:05:20So yeah, I would have the AI agent allow them
01:05:23and then I would really strongly consider
01:05:25switching to a quarterly billing cycle as a test.
01:05:29And then you deliver them weekly or whatever.
01:05:31- Yeah.
01:05:34Makes sense.
01:05:36Makes sense.
01:05:36And focus on the avatar, on the higher avatar.
01:05:40A hundred percent.
01:05:41I mean, that's what it's showing very clearly.
01:05:43It's the richer people who want it.
01:05:44So then like, keep, honestly,
01:05:45I'll keep going until they tell me no.
01:05:48So like if this test concludes--
01:05:52- Can you elaborate?
01:05:54- So when this test concludes between plus 30 and plus 50,
01:05:57you might have a plus 50 versus a plus 75 and run that test.
01:06:00- Yeah.
01:06:03I understood.
01:06:04- Even if it's the same,
01:06:05it's like it's a huge amount of extra profit.
01:06:07- Yeah, yeah, yeah.
01:06:09- Cool?
01:06:10- It is.
01:06:11Thank you.
01:06:13- Appreciate you, man.
01:06:14- Thank you very much.
01:06:16See you.
01:06:17Salutations.
01:06:18- Salutations, salutations.
01:06:19All right.
01:06:21What to buy for productivity setting
01:06:22and creating environment productivity.
01:06:24Get a timer, get nicotine, get blackout windows,
01:06:29get earplugs, get energy drinks and caffeine.
01:06:34And if you're below the age of 18,
01:06:37don't do anything that's nicotine.
01:06:39There you go.
01:06:40See, I got my little disclaimer on there.
01:06:42Also, if you recopy and paste the same thing
01:06:45over and over again,
01:06:46I will literally never answer your question.
01:06:47Just letting you know.
01:06:51(laughs)
01:06:54Nice one guy.
01:06:55If you could ask once and then I'll do it.
01:06:58Do not do it over and over again on the same screen.
01:07:00How do you know what marketing services
01:07:01to focus on with a marketing agency?
01:07:04I look at the thing that has the most operational scale
01:07:06that delivers the absolute highest value to the customer.
01:07:10Fundamentally, it's like,
01:07:10what delivers the highest value to the customer
01:07:12that cost me the least
01:07:12that requires the fewest people to do it?
01:07:14Thanks Aviral Parn.
01:07:19Aviral, yeah, I don't know what that is.
01:07:21All right, who's next?
01:07:22- Neil.
01:07:24- Neil, what it do?
01:07:26- What's up bro?
01:07:28Okay, so super excited.
01:07:31I have a, if you guys don't know,
01:07:33my business sells personal branding
01:07:35and content education to real estate agents
01:07:37and mortgage loan officers
01:07:38and other adjacent industry pros.
01:07:41We do four and a half million a year.
01:07:42This year we'd like to do six million.
01:07:45So what I wanna talk to you about is
01:07:47I have a huge upcoming virtual event on March 26th.
01:07:50And during this event, it's our big launch.
01:07:53We have a primary goal to sell out the tickets
01:07:56for the whole event.
01:07:57So in a two hour webinar, we're gonna sell a thousand tickets.
01:08:01- Amazing.
01:08:03- I feel like I'm gonna do that.
01:08:05I'm gonna hit that goal based on the amount of people
01:08:06we have opted in
01:08:07and the amount of people are gonna show up live
01:08:09and put together for tickets.
01:08:11Last year I sold about 76% of the tickets out on the webinar
01:08:16and this year I'm gonna do a hundred percent.
01:08:18- Okay, what's the price for the tickets?
01:08:20- I feel like I'm leaving a huge amount of money
01:08:22on the table by just having one offer.
01:08:25Like these are people who have followed me for years.
01:08:27They're gonna be excited.
01:08:28They're gonna be on the call.
01:08:29We're gonna have special guests.
01:08:30It's gonna be fun.
01:08:31And there's gonna be 5,000 people on the call live.
01:08:33So my question is, should I be making a second offer
01:08:36during the live stream?
01:08:38And would this dilute focus confuse the room
01:08:40or cost me the primary sale?
01:08:42And if I end up doing two offers,
01:08:43how do I sequence it without killing the room?
01:08:46- How far away is the event from the virtual event?
01:08:50- So the virtual event is on the 26th, so in two weeks now.
01:08:55And then the actual forward event is in July.
01:08:58- Okay.
01:09:04- I have a school community.
01:09:05I've done workshops.
01:09:06I got other things I can sell, but I don't know.
01:09:09I don't wanna miss out on the first goal.
01:09:11- Yeah.
01:09:12So I'll tell you what I'm thinking.
01:09:17So if I had like, obviously an in-person selling environment
01:09:21is gonna be superior in conversion
01:09:22to a virtual selling environment.
01:09:24And so if I know that I'm gonna be able to sell everybody
01:09:26from virtual to in-person,
01:09:28then I know I'm going to have that sales opportunity
01:09:31with the vast majority of the market, right?
01:09:34And then I'm assuming at your in-person thing,
01:09:36you sell the expensive stuff, right?
01:09:38- Yes.
01:09:40- So I'll say this.
01:09:41I wouldn't sweat that you're like leaving
01:09:43a lot of money on the table.
01:09:45When you sell your tickets right now,
01:09:46do you sell tiers of tickets
01:09:47or just like one standard ticket?
01:09:50- You sell a thousand dollar regular ticket
01:09:53and a $3,000 VIP ticket.
01:09:55- Okay.
01:10:00I think that you will like,
01:10:02the only reason I would consider selling something
01:10:04'cause you're gonna have,
01:10:05so you have March, it'll be the end of the March.
01:10:08So you have April, May, June.
01:10:10So you have three months and then July, right?
01:10:12Typically in that kind of like 14 to 16 week timeline,
01:10:16people will forget that they spent money with you already.
01:10:18So you could actually sell two things,
01:10:22but the risk of fucking up your event feels relatively high
01:10:25and you're going to pitch everybody there anyways.
01:10:30So like this is-
01:10:31- Yeah, that makes sense.
01:10:32- Yeah, this is where Layla would come in
01:10:34and she would say, "Alex, this is not a problem to solve.
01:10:37"This is an opportunity that you made up
01:10:38"that you're calling a problem."
01:10:40So like, it's honestly one of the most helpful frames
01:10:45that Layla's ever given me is like,
01:10:46this is a missed opportunity, not a problem to solve.
01:10:49But I don't think you're really missing it
01:10:51'cause all those people you're gonna see in person,
01:10:53then you're gonna absolutely sell
01:10:54the highest ticket stuff to those people.
01:10:56Because the next question we'd have is,
01:10:59okay, if we sell them a thing,
01:11:00what are we gonna sell them?
01:11:01It has to be a one-time thing.
01:11:02We have to deliver between now and then, right?
01:11:05And then when we sell off the back of that
01:11:07and it becomes this whole other thing,
01:11:08when I think it's like,
01:11:09I'm gonna sell a load of tickets
01:11:10and then they're gonna go to the thing
01:11:11and then I'm gonna sell a shit load of people there.
01:11:13- Yeah, that sounds good.
01:11:15And then maybe like we upsell replays
01:11:19and other assets for regular ticket holders.
01:11:21Those are just like one click upsells.
01:11:22- Yeah.
01:11:24Yeah, I think that's all fine.
01:11:25Yeah, like anything that's automated on the way in,
01:11:27that's like normal, that's fine.
01:11:28And then, I mean, if you felt, if you wanted to feel crazy,
01:11:30you could add another ticket level that included a benefit.
01:11:33You could do that, have a $10,000 ticket.
01:11:36- What about like at the, okay, at the end of the call,
01:11:41- Huh?
01:11:42- I'm sold out.
01:11:43We're celebrating on the call.
01:11:45I'm like manifesting right now.
01:11:47- Okay.
01:11:48- So then what about then telling them
01:11:50about my school community or doing something?
01:11:52Is that cool?
01:11:53- Well, yeah, I mean, if you've already hit the goal,
01:11:55it's fine.
01:11:57And what's the price point of the school community?
01:12:00- It's $2,000 a year.
01:12:03- Yeah, so what I would do is this.
01:12:06I would say, and the ticket for the event is 1,000, right?
01:12:10- Yeah, we'll probably discount it
01:12:12for the people who buy on the live session.
01:12:15- Okay.
01:12:17- We'll add value, I haven't decided on that.
01:12:18- Yeah, I prefer you add value,
01:12:21but this, I'll tell you what I'm thinking.
01:12:26You could, again, there's part of me that's like,
01:12:30don't get too cute, you know what I mean?
01:12:31Like, don't fuck with it.
01:12:33But if I wanted to be cute, I would consider,
01:12:37I'll tell you what I'm thinking about right now.
01:12:42It's like, could I take the $1,000 thing
01:12:45and credit it towards the $2,000 thing
01:12:47so that I get everybody on $2,000 a year?
01:12:49- Ah, yeah, that could work.
01:12:53- Right?
01:12:55- We typically do special deals
01:12:57to sign up for annual anyways.
01:12:59- Right, and so I'd say if you do it while you're on the call,
01:13:02I'm gonna change the price right now live,
01:13:04you can do it right now, and you can go.
01:13:06For an extra $1,000, you can have this for the year.
01:13:10- And the ticket is credited towards the cool community.
01:13:12- Yeah, again, the only fear that you could have there
01:13:14is that that cannibalizes sales at the event.
01:13:16That's the only fear.
01:13:17The way I would position it is,
01:13:20this is what's gonna keep you going between here and then.
01:13:23That's how I'd position it.
01:13:25- Got it, okay.
01:13:27Yeah, because a lot of people
01:13:28in that lower ticket community
01:13:29end up purchasing the higher ticket anyway.
01:13:32- That would probably be the offer I would do at that time.
01:13:37- Okay, cool.
01:13:40I think that gets me out of the fact
01:13:42that I'm leaving today on the table.
01:13:45- How much do you pay to fill the event?
01:13:47- So right now, we're gonna spend 50,000 in ads,
01:13:53and then--
01:13:54- That's insane, dude.
01:13:55- It's just organic posting, emailing,
01:13:57and we're gonna get 10,000 opt-ins,
01:13:58and hopefully 80% show up. - That's nuts, dude.
01:14:01That's amazing.
01:14:02Yeah, that's crazy.
01:14:03And you're gonna sell 1,000 tickets
01:14:05at 1,000 bucks off of 50K?
01:14:07- Yeah.
01:14:08We already pre-sold 300 at the end of last year's event.
01:14:12- Beautiful.
01:14:13- So I already have a 300 person head start.
01:14:15- Love it.
01:14:16Yeah, you're gonna crush 'em in.
01:14:17I do like that, is that once you've hit your goal,
01:14:20then make the offer.
01:14:22- Okay, sounds good, bro,
01:14:23and whoever's set up these calls,
01:14:25that feedback is killing me.
01:14:26- I know, believe me, it's killing me too.
01:14:28We're O for like six on call setups.
01:14:30We're just incapable of doing something simple.
01:14:33But thank you.
01:14:34I appreciate it.
01:14:35Sorry, dude.
01:14:36- Hopefully I didn't get someone in trouble right now.
01:14:37- No, you didn't, you didn't.
01:14:38They already know.
01:14:39I appreciate it, man.
01:14:40- Thank you, bro.
01:14:42- All right, dude.
01:14:43Good luck.
01:14:44All right.
01:14:46I'm gonna take a roll up record of one time set of 2K.
01:14:48You're recurring is pretty genius.
01:14:50Thank you, Kevin.
01:14:51I appreciate that.
01:14:5120 without experience.
01:14:53Join a marketing agency, start one,
01:14:54or try AI at an agency.
01:14:57I think if you join a marketing agency,
01:14:59that could make a lot of sense if you,
01:15:01like basically learn or earn.
01:15:02I think a lot of times you will be able to learn more
01:15:04in a small business.
01:15:05'Cause like the advantage of working at a small business
01:15:08is that you're gonna learn a lot of stuff.
01:15:09I think the, like a step that I wouldn't like
01:15:11is like the massive corporation that puts you in a tiny hole
01:15:14that like doesn't like teach you a lot.
01:15:16You teach this one very specialized skill,
01:15:18that I'm not a big fan of.
01:15:19But there are, on the other hand,
01:15:20other big corporations that have amazing training programs.
01:15:23So like, for example, our associates who come work
01:15:25at the advisory practice for us,
01:15:27it's like they get sucked.
01:15:28Like they have like the perfect job.
01:15:29They have the job I wish I had my whole life,
01:15:31which is like they get to basically sacrifice their lives
01:15:35to learn a shitload about business in like six months.
01:15:38It's insane.
01:15:39And they are the ones who do a lot of the kind of the grunt
01:15:42work of putting things together for the directions
01:15:44that we have.
01:15:45So that's like a great, that's a great role,
01:15:47but that's very akin to like the associates or the analysts
01:15:49in like an investment banking world
01:15:51or a management consulting world.
01:15:53Okay, join AI startup or start my own, drop out of college.
01:15:56I mean, I'm not gonna make more stances on college.
01:15:58I've been pretty clear about that right now.
01:16:01It's gonna depend on the opportunities.
01:16:04Hey Alex, thank you for all you do.
01:16:05Wanted to ask you how you help a managed service provider
01:16:07IT grow its leads.
01:16:09Run ads, make content, reach out to affiliates
01:16:13of people who already have your audience,
01:16:15or reach out to individuals you already know.
01:16:18Four methods, pick whichever one you feel
01:16:20like you have the better skills for.
01:16:22Work for two years on a spa.
01:16:24Is it possible to start spa launch starting out?
01:16:26If not, what can I do to get that?
01:16:28I mean, whether you work for two years on a spa
01:16:31relatively irrelevant to me.
01:16:33I think that you could start it
01:16:36if you know how to get the customers for it.
01:16:38So if you were the one who was in charge of marketing
01:16:40and sales for the business,
01:16:42and you know how to operate it more profitably than for sure.
01:16:44From a credibility perspective, it's a little bit tougher,
01:16:46but at the end of the day,
01:16:47all that really matters is can you deliver value
01:16:49to the customer?
01:16:50Like that's it.
01:16:50All right, let's do our next one.
01:16:56- Tell her it's slava.
01:16:58- Slava, slava.
01:17:01- Alex.
01:17:02- What's up?
01:17:02- Alex, you're the man, thank you for everything.
01:17:06- Thank you.
01:17:07- Alex, so I run a business, I run a school
01:17:11where we help Russian speaking gluten cart holder
01:17:14back US naturalization, become US citizen.
01:17:18Yeah, we currently do 1.25 million per year
01:17:23and we really want to get 4.5 million.
01:17:26- 1.25 per year?
01:17:28- Yeah, 1.35.
01:17:31- Three five, excuse me, 1.35 million per year
01:17:33and you want to get to where?
01:17:36- 4.5.
01:17:37- 4.5, okay.
01:17:38How big is this market?
01:17:40How many people are in that little bucket?
01:17:42- It's not a little bucket.
01:17:44There's a million people a year
01:17:46that's passed US naturalization interview.
01:17:49Out of them, well, Russian speaking is not a million.
01:17:52Obviously, for them it's Latino.
01:17:54There is no exact, but it's like 70 to 50K people per year.
01:18:01- Okay, so like I said, the little bucket.
01:18:06Okay, so 50 to 70K, all right, that's fine.
01:18:12So you have 50, 70,000 people there.
01:18:14All right, what are you charging right now?
01:18:16- The core offer is 2,000 average price.
01:18:21- Okay, got it.
01:18:23That sounds good.
01:18:26So for you to hit 4.5 million, we got to sell 2,250?
01:18:312,200 or something like that of those?
01:18:38- Exactly, 2,230.
01:18:41- Okay, I'll just say 2,500 just to make sure we're good.
01:18:43Okay, so you got to sell 2,500 of these units.
01:18:46So that's going to be what, 50 a week?
01:18:49Okay, which is seven per day.
01:18:52Okay, so what are you doing right now
01:18:54to sell these customers?
01:18:56- We run meta ads.
01:18:59We have a big, relatively big YouTube channel
01:19:03within our niche, dominating the niche.
01:19:05Yeah, so meta is the biggest activity.
01:19:09Actually, the constraint that we have right now
01:19:11is that we can't scale past 10 to 12K per week ad spend.
01:19:16We run it through the webinar,
01:19:19and we currently enroll about 10 students per week.
01:19:24It's like four X.
01:19:25- Okay, and then when you scale ad spend, what happens?
01:19:30- We scale the ad spend.
01:19:32We just don't get four of the good leads.
01:19:34We just get a bunch of the tykes that are either too early
01:19:39to actually apply to this, or they only have a visa,
01:19:43or they're out of the country.
01:19:44- We should just do phones or something.
01:19:46I'm tired of these systems.
01:19:48Say it again, man.
01:19:49- Yes, can you hear me?
01:19:52- Yeah, go ahead again.
01:19:53- Yes, so we run meta ads through the webinar.
01:19:59That's the biggest acquisition channel,
01:20:01and we have a YouTube channel.
01:20:03- Yeah, and what stops you from scaling it?
01:20:06- Yeah, when we scale it, we just don't get,
01:20:10the quality of lead gets bad.
01:20:12- That's what that is.
01:20:14Okay, so right now, how many pieces of creative
01:20:17are you making, and how much are you spending per week?
01:20:21- We're spending 10,000 per week.
01:20:25We have two campaigns running between them.
01:20:27We have about 30, 40 active creators.
01:20:32- Okay, that's not bad, and do you make 30 to 40 per week?
01:20:36New?
01:20:37- We could, but we don't, because I can't,
01:20:42I mean, it seems like with my ad spend,
01:20:44we're not able to swap out the ads all the time.
01:20:47I need to give it more breathing room,
01:20:50and to see if it's possible or not.
01:20:53- But when you spend 20K a week,
01:20:55you said the lead quality goes down?
01:20:57- Yeah.
01:20:58- So the lead quality's going down for one of a few reasons.
01:21:02So number one is because either
01:21:04the creative isn't good enough.
01:21:06Number two is because you don't have enough creative
01:21:10because of the Andromeda machine that exists,
01:21:12so you just actually need to hit more fresh creative
01:21:14to feed the machine.
01:21:15Option three is because you're going outside
01:21:19of your warm audience, and you're going into colder traffic.
01:21:22Which one do you think it is?
01:21:25- Yeah, go ahead.
01:21:27- Which one do you think it is?
01:21:29- I think we're going to the cold part.
01:21:33- Okay.
01:21:34- As far as the creative, the way that it looks
01:21:36in our meta, is that five to seven ad sprints?
01:21:41Well, all the other ones are either not getting any spend,
01:21:46or I kill them and they don't get.
01:21:49- Yeah, so with Andromeda, the way that it's functioned,
01:21:52this goes for everybody.
01:21:53When, right now, this is how the new system works.
01:21:58You feed it a ton of ads, and then it picks the top 10%
01:22:02that it thinks are good, and then it runs it to those,
01:22:05which makes advertising more efficient,
01:22:07so advertisers are happy, but you have to feed that machine
01:22:10because your 100 ads only turns into 10 useful ones,
01:22:13and so you got to feed it again.
01:22:14So you get way less waste, 'cause I mean,
01:22:16every advertiser would say, like,
01:22:18if you could wave a magic wand, you'd say,
01:22:19I wish I could only run the ads that are going to perform.
01:22:22And so Andromeda more or less does this for us,
01:22:25but the problem that you realize then is like,
01:22:27well, oh my God, I have to make so much creative
01:22:28to find those 10 winners, and that is the creative machine
01:22:32that has to get built.
01:22:33And so I want to say two things from a solution perspective.
01:22:36Number one is we have to spend more,
01:22:38but in order to spend more, these are the two paths.
01:22:41Path number one is that of the customers that are coming in,
01:22:44we need to create a self-looking ice cream cone.
01:22:46So what that means is that we need to be able to take
01:22:48these 10 new clients per week and get two or three ads
01:22:51from each of them, right?
01:22:53So how do we do that?
01:22:54It's like we could have lifecycle ads,
01:22:55which I talk about in the playbooks.
01:22:57This is in the marketing machine playbook
01:22:59that you already have, all right?
01:23:01So look at the lifecycle ad, that's number one,
01:23:03that I think will be really successful for you.
01:23:04Number two, do you do any kind of in-person events?
01:23:07- No.
01:23:09- I would encourage you to do some sort of in-person events
01:23:11to do two things.
01:23:12Number one, primarily to capture testimonials
01:23:14and videos and clips and media.
01:23:16And then number two, you can sell some sort
01:23:19of continuation thing, job placement, things like that,
01:23:21which could be significantly higher ticket,
01:23:23which would for sure on its own on the back
01:23:25and get you to your goal.
01:23:26So that's number, that's like 1.5.
01:23:29Now, in order to also scale the creative,
01:23:32you're gonna wanna think more top of funnel.
01:23:34All right, so what that means is like,
01:23:35how would I talk to somebody who doesn't know what I do
01:23:37or doesn't know my brand?
01:23:38So imagine you go to a party, right?
01:23:43This is the easiest way to think about it.
01:23:45If you go to a party and no one knows who you are
01:23:47and you have to get that person to buy your services
01:23:49and they have to be in your core audience,
01:23:51what would you tell them?
01:23:52- Wow, do you have a green card?
01:24:00Right, that's probably the first question you'd ask.
01:24:02Do you have any hooks in any of your ads
01:24:05that are that question?
01:24:06- Yes, yes, of course.
01:24:08- Okay.
01:24:09- Well, Alex, I just wanna maybe put back on that
01:24:11'cause it seems like that's the problem for us,
01:24:13'cause we address people, hey, if you had your green card
01:24:16for five plus years, you want to become a citizen
01:24:19and your English isn't great, as I'm translating,
01:24:22'cause that's our biggest pain point for the avatar.
01:24:25We have tons of ads like that and it just brings us to leads
01:24:28that are not actually interested.
01:24:30- But you're taking it to a webinar, right?
01:24:34- Yeah.
01:24:36- So I will stand by the two things that I said,
01:24:39which is, number one, I think you could do,
01:24:42you need to create a self-linking ice cream cone
01:24:44so that you can get more creative out.
01:24:45That is what I think will allow you to scale.
01:24:47Number two, I think you need a backend
01:24:50in order to make more revenue per customer.
01:24:51$2,000 is a little low and I think you could probably make more.
01:24:54The backend is probably the thing
01:24:55that would get you to four and a half.
01:24:57It would also probably allow you to spend more
01:24:58to get cold traffic in and the self-linking ice cream cone
01:25:01gets you more creative.
01:25:02- Alex, would you be looking to actually get profitable
01:25:07within the 30 days, 'cause it's either constrained
01:25:09as like cost to acquire customer within a month
01:25:12is higher than what they bring for us within the first day.
01:25:15- Are they paying $2,000 up front or is it a payment plan?
01:25:18- There is a payment plan and some of them say yes.
01:25:25- I didn't hear what he said, what did you say?
01:25:28- We incentivize people to stay in full,
01:25:30but some of them choose a back end
01:25:32'cause that's all they can do.
01:25:33- Yeah, so when I hear this,
01:25:35it probably means you need a backend?
01:25:37- We do have ourselves people that join the core offer.
01:25:44They have one-on-one classes, 30% take that,
01:25:48and then we have English classes
01:25:50because the main problem with the avatar,
01:25:52they don't speak English well enough,
01:25:54so either before they become a citizen
01:25:57or after they become a citizen with us,
01:25:59we take them on one-on-one classes.
01:26:02And that's like, you never give your English to 100%,
01:26:05we just keep it proven.
01:26:07- Okay, so what's the solution, man?
01:26:11- The solution is to build creative questions, right?
01:26:16So we can spend more.
01:26:19- More creative, and you said you have a backend,
01:26:22you don't have a backend, you have upsells.
01:26:24I'm saying you need another offer,
01:26:26which you could sell at an in-person event
01:26:28where you could create, you could get more creative.
01:26:31And I think it's probably around job placement stuff
01:26:34and job skills.
01:26:35- Wouldn't that be completely different?
01:26:38- So think about it this way.
01:26:40Think about it as more as like job-related language
01:26:43rather than like job, like not like a new business,
01:26:45just like a new, kind of a new portion of language.
01:26:48Does that make sense?
01:26:49- Yeah.
01:26:51- That's how I think about it.
01:26:52'Cause basically--
01:26:53- We have a lot of elders that are done with work.
01:26:57- Okay, well then it sounds like
01:26:59you just need to make more creative.
01:27:01- Yeah, that's the plan.
01:27:05- Yeah, I also think, kind of like I started with,
01:27:07the market that you're going after,
01:27:08you said 50 to 70,000 are Russian, right?
01:27:12Now of those Russians that are 50 to 70,000,
01:27:14how many of them are over five years
01:27:16and are struggling to speak English?
01:27:18- You know, much less.
01:27:21- Right.
01:27:22- We make a week to take about a thousand people
01:27:23last year as citizens.
01:27:26- Right, and so my point is that like,
01:27:29there is somewhat of a limit to this business
01:27:31because the pool you're going after is very small.
01:27:33- Mm-hmm.
01:27:37- So--
01:27:38- Would the next logical progression be, you know,
01:27:40work with other immigrants that are on that process,
01:27:43like more of a million people that are still growing?
01:27:46- Yeah, yeah.
01:27:48I just thought, you know, you have to focus on the avatar,
01:27:52you have to focus on the offer,
01:27:53and I thought that would be like a distraction for us.
01:27:56- I agree, I think you can basically,
01:27:59you should be realistic about how many people
01:28:01this is per year of who are actually eligible
01:28:04for the things that you sell.
01:28:05And then if you can get 30 or 50% of them,
01:28:08like you're winning, right?
01:28:11But for you to hit your $5 million goal
01:28:13without an increase in LTV, you need 2,500.
01:28:15You said there's 50 to 70,000.
01:28:17Now, of those 50, 70,000, we know for sure
01:28:19that a lot of those people are not necessarily
01:28:21struggling to speak English.
01:28:22Some of them are just, they speak English fine, right?
01:28:24I have multiple Russian employees that work for me
01:28:26and they naturalize and they speak English perfectly, right?
01:28:29So of that 50, is it half?
01:28:31Is there 25,000 that are there?
01:28:33Is it a third that are really struggling?
01:28:35Is it 15,000?
01:28:37Selling 2,500 to 15,000 is very significant
01:28:39market penetration.
01:28:40And so again, yes, I think we can do more creative.
01:28:42Yes, I think we can have more cold hooks.
01:28:45But I think that in order for you to scale this business,
01:28:47you will likely need to add some sort of thing
01:28:48on the backend or you go adjacent.
01:28:50- Damn.
01:28:52- Do the thing first.
01:28:56That might be able to take you to three.
01:28:58Backend would be able to get you to like maybe five-ish,
01:29:02but I don't think this is gonna become a $50 million thing
01:29:04unless you go kind of adjacent verticals for language.
01:29:07- Yeah, yeah.
01:29:10- Cool.
01:29:11All right.
01:29:12- That's the plan.
01:29:13- Appreciate you.
01:29:13- Thank you, Alex.
01:29:14- Yeah, you bet.
01:29:15You're a G.
01:29:16- Thank you very much.
01:29:17- For those of you who are curious,
01:29:19these calls were from Vantage,
01:29:21which is a school committee for million dollar plus
01:29:23business owners, two ways to qualify,
01:29:24either over a million dollars
01:29:26or you've had three consecutive months in a row over 100K,
01:29:28meaning you're scaling quickly.
01:29:30And if you're curious about the price point,
01:29:33I surveyed the people in the group
01:29:36where one third are over 10 million.
01:29:38And then I think two thirds or whatever it is,
01:29:42is right in that million to 10 range.
01:29:44And I said, what is the absolute cheapest price
01:29:46that I could charge for this
01:29:47that you'd still believe that we could deliver it?
01:29:49And the concentrated point around it
01:29:52was a thousand bucks a month.
01:29:54That was the cheapest price.
01:29:55Anything below that,
01:29:56people started to think that it wasn't legit.
01:29:58And so that's what I did.
01:30:00All right, so I'm just pricing it there
01:30:01'cause I, for me personally,
01:30:03I wanted to have a community of people
01:30:05and a lot of the breakthroughs that I've had
01:30:06have just been around people who are further ahead than me.
01:30:08All right, let's do some A's and Q's.
01:30:11Okay, Jack Bremner.
01:30:13How would you go about the early marketing/gathering
01:30:16of sales of premium products?
01:30:19I would develop an audience first.
01:30:23Gather a bunch of people around the thing
01:30:26that you are interested in,
01:30:30and then ask them what they want.
01:30:32And then that way you can both develop
01:30:34kind of demand ahead of time,
01:30:35and you can also make sure the product is correct.
01:30:37All right, I'm gonna do one more
01:30:39and then I'm gonna take this next call.
01:30:40Okay, when are you releasing $100 million sales
01:30:42for persuasion, it's a great question, man.
01:30:45It's on my to-do list.
01:30:48How much would you price an MR web design business?
01:30:52And do you think it's still viable in 2026?
01:30:54Yes, I 100% think it's viable in 2026.
01:30:57I think, okay, I'm gonna say this for everybody
01:30:59'cause I get these questions all the time.
01:31:01The opportunity of 2026 is taking what was formally
01:31:07a very high operational complexity,
01:31:10high headcount, high coordination business,
01:31:13and doing it with sub-agents
01:31:16and agents throughout the business.
01:31:17And so for example, heavy people businesses like legal,
01:31:21heavy people businesses like accounting,
01:31:23heavy people businesses like marketing agencies and SEO.
01:31:26These are all businesses that have virtually limitless demand.
01:31:29Every business wants more businesses.
01:31:31Every business has to do taxes.
01:31:32Every business has to do legal shit, right?
01:31:35Every business has to do these things.
01:31:36And so you know you already have product market fit.
01:31:39The issue is the operational complexity of scale.
01:31:42And so since you know getting customers is not hard
01:31:44if you say, "Hey, I can help you get more customers."
01:31:45It's not difficult.
01:31:46The issue is delivering on that
01:31:48once you saturate your existing capacity.
01:31:50And so you have to think no longer,
01:31:53and this is the transition of 2026,
01:31:55is no longer a roles-based expansion.
01:31:58You have to switch it to a workflow-based expansion.
01:32:01Meaning instead of having an organizational structure,
01:32:03is there a camera that's on for above me?
01:32:05- Yeah. - Okay.
01:32:06So instead of having an organizational structure
01:32:08that looks like this,
01:32:10where you have people that report to people
01:32:13that report to people,
01:32:14for sure there's gonna be components of that
01:32:15for the near term.
01:32:16But the long-term is that each of these people
01:32:18actually do these activities.
01:32:21And these activities, when you stack them together,
01:32:25become one very long workflow
01:32:30that turns attention into money.
01:32:33That's the inputs and outputs of the equation.
01:32:36And so all of these little dots you need to reorganize.
01:32:39And each of these are agents and sub-agents
01:32:42that are trained on how to do specific workflows.
01:32:45So for example, this, what we're recording right now,
01:32:49we already have a mega prompt and multiple sub-agents
01:32:51who can clip these clips in real time.
01:32:53So rather than me needing an extra 10 people
01:32:55to manage the shorts that come from this,
01:32:58the mids that come from this for the highlight channel,
01:33:00the stories that the team will take,
01:33:02all of that stuff is now being automatically done.
01:33:05All right, and so the last thing that's happening now
01:33:07is that we've got one guy who reviews all the clips
01:33:09where the AI listens to what's the hook,
01:33:12what are the interesting moments,
01:33:13what are the kind of the payoffs of the clip,
01:33:15and it's collapsing them into multiple clips.
01:33:17So if I have a seven minute clip with somebody,
01:33:19it's gonna say hook one, and this is V1 of the clip,
01:33:23hook two, second version of the clip, hook three.
01:33:25And we can take all of those and run them as trial reels,
01:33:28or on YouTube shorts, we can take the best performers,
01:33:30and then we can put them on Instagram or whatever.
01:33:32But all of that is happening,
01:33:33and then the only thing that the editor has to do
01:33:36is just make sure that it sounds right,
01:33:38the captions all make sense.
01:33:39And for me, I already know that it's on brand
01:33:41because I'm talking about business to business owners,
01:33:43so I know it's already good.
01:33:44And so that is the process.
01:33:47And in the old way of thinking, we'd be like,
01:33:48"Oh, we're gonna have to stand up a whole department
01:33:49"in order to handle Hermosy Hotline."
01:33:51But in the way of the future,
01:33:52what we're talking about here
01:33:53is we have to think in workflows, okay?
01:33:56So does that make sense?
01:33:57Give me some fire in the chat
01:33:59if you understood what I'm saying.
01:34:00This is a very important concept.
01:34:04I'm rich as fuck, brother.
01:34:05I appreciate that, Ian Kim, bruh.
01:34:07Okay, I'm a graphic designer.
01:34:11I have any idea I can tell them my service.
01:34:12All right, I'm gonna take this last call.
01:34:13Let's do it.
01:34:14Thank you, I got one fire in the chat.
01:34:16That makes me feel mildly better.
01:34:18Okay, maybe there's a delay.
01:34:21I think there's a delay.
01:34:22Makes me feel slightly better.
01:34:24Thank you for the flames.
01:34:25It stokes my ever-breaking heart.
01:34:28Thank you, Technical Joe, for all of the flames.
01:34:31Kayla, more flames.
01:34:33Flames all around.
01:34:35You get a flame.
01:34:36You get a flame.
01:34:37Okay, last call.
01:34:39Let's do it.
01:34:40- Idar.
01:34:41- What was it?
01:34:42- Idar.
01:34:43- Nah.
01:34:44- What was it?
01:34:46- Hi, Alex.
01:34:48- What's up?
01:34:49- Oh, Idar from Norway.
01:34:52I've been a follower since the sub-100K days.
01:34:57- All right.
01:34:59- And firstly, I would like to thank you for the opportunity.
01:35:01- Thank you, man.
01:35:03- I run a hunting and fishing company equipment
01:35:08from two brick and mortar stores and an e-commerce site.
01:35:15So I built that from a 4K student loan.
01:35:22And I didn't take any pay for two years.
01:35:26Provided 3K a year to fund it.
01:35:34And since 2015, we've been on top
01:35:38with three profitability in our niche.
01:35:41I'm sorry, I have a terrible feedback.
01:35:45- Yeah, I know.
01:35:46Sorry, brother.
01:35:47- Okay, yeah.
01:35:48In 2025, we did six and a half million dollar revenue.
01:35:53A million one EBITDA.
01:35:57- Okay.
01:35:58- Based off of a 39 and a half for any gross profit.
01:36:01- Got it.
01:36:02- I have 60,000 active customers out of 143K total.
01:36:07And a market size of a hundred million dollars.
01:36:12- Okay.
01:36:14- So we're decent cash cow,
01:36:17but I'm still the chief everything officer.
01:36:21Working 80 day, 80 hour weeks.
01:36:24I have a massive skill depth in attracting hiring
01:36:29and onboarding egg players,
01:36:31which is stopping me from scaling.
01:36:33- Mm-hmm.
01:36:35- If you were in my shoes,
01:36:36what would be the exact sequence
01:36:39of building up people playbook?
01:36:42So I can stop being the bottom.
01:36:44I can build a sellable asset.
01:36:47- What takes the majority of your time?
01:36:49- Everyday tasks.
01:36:52- More specific.
01:36:58- Talking to customers, taking out the trash,
01:37:02doing more or less every no one else does.
01:37:08- Yeah.
01:37:11So, I mean, in terms of sequence,
01:37:15the first thing I would do is be able
01:37:16to answer that question clearly with a time study.
01:37:19And so the reason I do time studies
01:37:20is because if you have a 15 minute increment,
01:37:22what appears to be random things tend to fall into patterns.
01:37:26And so if you do it 15 minutes every single day
01:37:28for one or two weeks,
01:37:29like we do this with new CEOs when we acquire a company.
01:37:32The first thing we have them do is do a time study
01:37:34because that way we can actually tell whether like,
01:37:37hey, my head's on fire, day-to-day operations.
01:37:39It's like, how do we translate that?
01:37:40Because what we'll do is we'll see all the activities
01:37:42that you're doing and say, okay,
01:37:44is there a role right now that exists
01:37:45that encompasses the vast majority of the stuff?
01:37:47And it might mean that you have one or two roles
01:37:49that are missing or three roles that are missing
01:37:52within the business.
01:37:53I do understand that you got 1.1 million in EBITDA
01:37:55and it's like, you don't want to hurt that.
01:37:57But the idea would be, can we replace two thirds of your time
01:38:02so we can free up some more of it
01:38:04so we can create more profit in the business
01:38:06with the time that you have
01:38:07doing higher leverage activities?
01:38:08- Yeah, I've been looking at hiring
01:38:18chief operations officer.
01:38:19- Okay.
01:38:25- So chief head of ops is not necessarily a bad role overall,
01:38:29but a lot of times it tends to be a junk drawer.
01:38:32And so if you, when I say junk drawer,
01:38:33just like you open it up
01:38:34and there's just a whole bunch of stuff inside of it.
01:38:36And so if you want to hire that person successfully,
01:38:38you're going to have to really clearly define
01:38:39all of the activities that you want them to do.
01:38:41And so either way, you're going to have to start
01:38:43with this time study to get a better hold
01:38:45on the many things from taking the trash
01:38:46to talking to customers that you're currently doing.
01:38:49I would also bet that there's some stuff
01:38:51that you're doing right now
01:38:51that you could also just choose not to do
01:38:53and the business would be okay.
01:38:54- So like when you're talking to customers,
01:38:56what are you doing it for and how often?
01:38:58- Basically more or less every day.
01:39:06- Yeah, but for what, what reason?
01:39:08- Because usually when things start to shift.
01:39:11- Okay, so customer, so this is customer service?
01:39:15- Yes.
01:39:17- Okay, and so do you have no customer service reps?
01:39:19- I do, I have one guy,
01:39:22but he's too young.
01:39:25- Okay, I will, how old is he?
01:39:28- 24.
01:39:30- Okay, well like right now there's a bunch
01:39:32of 24 year olds who have like billion dollar companies
01:39:34and so I don't think he's too young.
01:39:36I would say that you probably haven't trained him
01:39:39on the skills required because a customer service role,
01:39:42it's like there's five things that are happening
01:39:44in that role and we just need to give them a script
01:39:47for how to handle all those things
01:39:48and then train them on saying the script.
01:39:52- Okay.
01:39:53- Because there's no, like 24 years old,
01:39:58I mean my God, it's a grown man.
01:40:00- Yeah, but he's still a kid.
01:40:04- Well, I mean if you treat him like one.
01:40:06Is it your kid?
01:40:10- Okay, no, it's the son of a really good friend of mine.
01:40:15- Yeah, then maybe you treat him like a kid still, right?
01:40:18But I mean, fundamentally, like he probably wants
01:40:20to do a good job and you probably have to empower him
01:40:23to do so 'cause every time something gets difficult,
01:40:25you jump in rather than, basically,
01:40:28I'm gonna say this and don't take offense to it, okay?
01:40:30You're being lazy by jumping in to solve the problem for him
01:40:35rather than doing the work of training him to do it for you
01:40:39because in the short term, it will cost you more time
01:40:41and frustration than it does in the long term
01:40:44and so right now, you jump from short term fix
01:40:47to short term fix to short term fix all day long
01:40:49rather than taking the excess time in the front end
01:40:52and the risk of what happens if this person leaves
01:40:55after I train them.
01:40:56- Yes.
01:41:00- So I think like that's once you talk to customers,
01:41:03so that's like, okay, if we train this guy up,
01:41:05that'll take off some portion of what you're already paying
01:41:07him to do, so that'll free up your time
01:41:10and you don't have to pay anymore.
01:41:10What else are you spending your time on?
01:41:12- Marketing, purchases.
01:41:18- Okay, when you say, you mean marketing
01:41:20to get customers to buy, right?
01:41:22- Yes.
01:41:24- Okay, is purchases something different?
01:41:25Are you saying like, are you buying material?
01:41:27Like what, is that a separate item
01:41:29or you're saying marketing to get purchases?
01:41:30- Yeah, no, no, no, merchandise.
01:41:32- Like purchasing merchandise?
01:41:34- Yes.
01:41:36- Okay, got it.
01:41:37So you do the buying and you do the marketing
01:41:39to sell a product and you have a customer service team,
01:41:41so we can also, some of the customers,
01:41:43do you have anyone who helps you on the purchasing?
01:41:48- Some.
01:41:49- Okay, what stops them from doing all of it?
01:41:51- On the larger scales, on the larger scale stuff.
01:41:59- Yeah.
01:42:00- Especially the ones that are above probably 100K a year.
01:42:05- Yeah.
01:42:08- I wanna make sure that I hold in those myself.
01:42:12- Okay.
01:42:12- Because the main scaling of the business
01:42:16has always been the main growth margin.
01:42:19- Yeah, I hear you there.
01:42:21So by percentage of purchasing activity,
01:42:25what percentage are you doing versus the guy you've hired?
01:42:27- Total purchasing a year, probably 55 to 60%, 60%.
01:42:37- Is you or him?
01:42:41- No, me.
01:42:43- Got it, is that by dollar amount
01:42:45or by number of transactions you have to buy?
01:42:47- No, that's dollar amount.
01:42:49- Okay, so he's still doing the majority of them
01:42:51and then you save the few bigger ones,
01:42:53but they tend to be the lion's share, I'm guessing.
01:42:55- Yes, sir.
01:42:57- Okay, so is that a huge time suck for you?
01:42:59How many hours a week would you say?
01:43:02- It depends on time of year
01:43:05because it's such a seasonable item, seasonable business,
01:43:09so I would say this time of year for first quarter,
01:43:13probably half my time.
01:43:15- Got it, that's a lot.
01:43:17Okay, so the documentation, I'll just tell you right now,
01:43:21it sounds like the big issue is documentation and training.
01:43:25So the process that you go through
01:43:31is you have a decision tree, you haven't written it down,
01:43:34but it's in your head, right?
01:43:36And so what you have to do is basically walk through
01:43:39how you make the decisions for these purchases around pricing.
01:43:44And you know what it is?
01:43:45It's a lot of if/then statements.
01:43:47And I know this because I have to train our AI
01:43:49on how I make business decisions.
01:43:50And so you can imagine how difficult it would be for me
01:43:53to train a business generalist, right?
01:43:55They have to be able to answer something for a restaurant
01:43:58as much as an e-commerce, as much as an HVAC business,
01:44:00as much as an internet marketing business, or an agency,
01:44:02or a course seller, or a school community,
01:44:04like it has to be able to know all of these things.
01:44:07So how do you train something like that?
01:44:08Well, you start with decision trees.
01:44:10Are you supply constrained?
01:44:12Are you demand constrained?
01:44:15Like for you, it sounds like the issue overall is that,
01:44:18I mean, you said it was a cash cow,
01:44:20so I'm guessing it's flat-ish, right?
01:44:22And the real constraint for you right now is
01:44:26you could sell more, but you can't really
01:44:29because the supply constraint is you.
01:44:31Like the supply of your time is basically zero.
01:44:33And so as much as you want to ramp, you can't
01:44:36because you are the bottleneck right now, right?
01:44:38- Oh yeah, I'm the bottleneck.
01:44:40- Yeah, and so fundamentally, and this is like,
01:44:42this will be my easy litmus test for you,
01:44:44is that if you look at your calendar,
01:44:47and your activities do not change
01:44:48from last week to this week, nothing is going to change.
01:44:52What's your head count right now?
01:44:57- 14.
01:44:59- 14.
01:45:00So I would bet right now, probably a third of your time
01:45:03is gonna probably have to be dedicated to retraining,
01:45:06or really first time training your staff
01:45:08on the things that they should be doing,
01:45:10but that you're jumping in to do for them.
01:45:14- Yeah, it's both, they're a low end secure,
01:45:19and that's probably poor because of poor training.
01:45:30- Yeah, I mean, it makes sense.
01:45:32If you haven't trained somebody,
01:45:33they're going to do a bad job.
01:45:34I agree with you, you know what I mean?
01:45:36- Of course, why isn't it?
01:45:39- Well, how do we get over this insecurity thing?
01:45:43How do we get over this trust issue, right?
01:45:45You've been wrong before, somebody made a mistake,
01:45:47you loosened up the reins, they fucked it up,
01:45:50and they lost your money, right?
01:45:52- Yeah.
01:45:54- Right, and so you basically have two paths.
01:45:57Path one is you keep doing what you're doing,
01:45:59and you're gonna keep making money,
01:46:00which is relatively reinforcing,
01:46:02but you will not build a sellable business
01:46:04so you keep working 80 hours a week.
01:46:07Which, let's be real, a lot of people do that,
01:46:09and they just kinda like moan their way through it, right?
01:46:13The other option is that you're gonna lose more money
01:46:15in the short term, but you'll be able to learn the skills
01:46:19of training a team, and they're going to make mistakes,
01:46:22but you will eventually be able to get above it
01:46:23so you can actually make the business grow
01:46:25and make more money.
01:46:26- Okay.
01:46:31- But think about this.
01:46:33Yeah, think about this.
01:46:34Think about how many mistakes you've made
01:46:35over your career that you've learned from.
01:46:38A lot, I'm sure, right?
01:46:39- Yeah, sure.
01:46:42- And so, I think it's unfair to ask them
01:46:44to know everything you know
01:46:45without having made any mistakes of their own.
01:46:47And so, I think, honestly,
01:46:52it's just a small shift in perspective.
01:46:54I would look at my schedule.
01:46:55So, I really would.
01:46:56I would start with a time study.
01:46:57I would look at all those activities,
01:46:59and the first question once you finish that time study,
01:47:01which is, and I'll just say it really clearly
01:47:03'cause I have some people watching,
01:47:05is open up an Excel sheet, set a timer on your phone,
01:47:08have it say Monday through Sunday,
01:47:11and it starts at whatever time you start working,
01:47:13and you do 15-minute increments for each cell.
01:47:15In each cell, you set a timer on your phone.
01:47:17Every time the 15 minutes goes off,
01:47:19you write down what you did.
01:47:20At the end of the week or two weeks,
01:47:23next to each of those columns, you color.
01:47:26You can go red, yellow, green, whatever you wanna do,
01:47:28but there's gonna be one bucket that is a delegate bucket,
01:47:31which is, these are jobs that I'm already paying people to do
01:47:34that they're not doing.
01:47:35So, I need to delegate,
01:47:36and then the next step is going to be training.
01:47:38I've gotta train those people
01:47:39on the things that they should already be doing
01:47:41in their job.
01:47:42That's gonna open up some of the time,
01:47:43and that realistically is gonna be the first real step,
01:47:45and that might take a month or two months.
01:47:46That's the first thing we do.
01:47:48After we've delegated more,
01:47:49now you're gonna have a little bit of bandwidth.
01:47:51Now, in that delegation and training process,
01:47:53you're gonna have to give them a decision box,
01:47:55meaning some things should come to the owner, for sure.
01:47:58Someone's about to sue you,
01:47:59and they'll get you on the phone.
01:48:00Like, that should probably come to you, right?
01:48:01Is that gonna happen a lot?
01:48:02Probably not, right?
01:48:04And so, the idea is you can make decisions
01:48:07up to X amount of money,
01:48:10and if someone's upset, you're gonna do
01:48:11one of these three things.
01:48:12And you're gonna start with thing one.
01:48:14If they don't like that, you're gonna go to thing two.
01:48:16If they don't like that, you go to thing three.
01:48:17If they don't like that, you can talk to me.
01:48:18But at least that covers 80 or 90%, right?
01:48:20On the purchasing side, it's gonna be the same thing.
01:48:24You're gonna have a decision box.
01:48:25This is the tree.
01:48:26We always ask for a second number.
01:48:29If this is what it was last year,
01:48:30it has to be within 6% of last year,
01:48:32and if it's not, send them this email or say this text
01:48:35back to them, 'cause you have a way that you grind people.
01:48:39I mean, it's just negotiating.
01:48:40You have a way that you grind people,
01:48:41and you just have to teach them that way of grinding them.
01:48:43And so, you'll teach them on the purchasing side.
01:48:45And then we have to go task by task
01:48:47until what's left over is the few things
01:48:50that you don't have roles for,
01:48:51and then with that leftover amount,
01:48:53then we can, instead of hiring three more people
01:48:55that you're not gonna train,
01:48:57we can hire maybe one person that actually gets the job done,
01:48:59and now the vast majority of your schedule's open.
01:49:01So, you can either grow this business or sell it.
01:49:03- That'd be good.
01:49:05- But it's, I mean, this is gonna be all people shit,
01:49:08which I'm gonna guess you're not the most stoked about,
01:49:10but this is just the game.
01:49:11I mean, here's the good news.
01:49:13You're in physical product sales.
01:49:15That has less head count than a service business,
01:49:17and a service business doing 6 1/2 million,
01:49:18you don't wanna kill yourself.
01:49:20This is, I mean, 14, you know what I mean?
01:49:21Like, you would hate it.
01:49:23So, this is the game, though.
01:49:25- Okay, thank you.
01:49:28- No, I appreciate you, Idar.
01:49:30Thanks so much.
01:49:31- Thanks, bye-bye.
01:49:33- Good luck.
01:49:33All right, see you, babe.
01:49:35Okay.
01:49:37Oh, okay.
01:49:38Wow, I feel like I was in an echo chamber.
01:49:41All righty.
01:49:42So, let's do, I'm gonna answer two more questions,
01:49:44then we're gonna wrap this B for Friday night.
01:49:47So, you can go out with your ladies and your loved ones,
01:49:50or your men, whatever you're into.
01:49:53For the 13% of females that follow my channel,
01:49:55I appreciate you.
01:49:56Okay, let's go here.
01:49:59So, let's pause.
01:50:01What is the, okay.
01:50:02Any tips on AI agency?
01:50:04What automations is better to sell?
01:50:06All right, guys, dear God.
01:50:07The nice thing with an AI automation agency,
01:50:14for the big thing here, is that you do not wanna sell
01:50:17the fact that you do AI.
01:50:20No one cares.
01:50:21They just want the outcome.
01:50:23I'm telling you right now, this is the big mistake
01:50:25everyone who's getting into businesses who are AI-driven
01:50:28are doing, is they're including AI in their advertising.
01:50:31No one cares.
01:50:32If you can do my legal work, do the legal work.
01:50:35If you have one AI that's doing 500 customers, good for you.
01:50:38I just want it done right.
01:50:40And also saying that it's AI,
01:50:42literally anchors your pricing lower.
01:50:43Why would you do that?
01:50:45Like, if you have an SEO agency, it's an SEO agency.
01:50:48The fact that you use AI, good for you.
01:50:50I don't tell people that I use a CRM, right?
01:50:53I don't tell people I use the internet.
01:50:55I don't tell people, like, you know what I mean?
01:50:56Like, what are we talking about?
01:50:57So, just do the job.
01:51:00And so, this is what people are messing up
01:51:01in their marketing too, right?
01:51:03So, if you wanna do accounting, you wanna, like,
01:51:05I wanna do, you know, AI automation for small businesses,
01:51:08just say you do automation for small businesses,
01:51:10or rather, just say you save businesses money,
01:51:11which is what they really want.
01:51:13I save businesses money in headcount.
01:51:14That's what they want.
01:51:15AI is just a vehicle for getting there.
01:51:18Okay, rant over.
01:51:2013%, 13% is in here, thanks.
01:51:23Where are my nine ones at?
01:51:25Where are my nine ones at?
01:51:26You know.
01:51:27If you know, you know.
01:51:28Okay, I'm unable to find prospects.
01:51:31I target B2B, lead gen, and Kleenex.
01:51:33How could you not find them?
01:51:34I, hold on.
01:51:35I'm unable to find them on any platform.
01:51:36Just starting out, I post 20 times a day.
01:51:39You target B2B, lead gen, and Kleenex acquisition agencies?
01:51:42Bro, those people market fucking everywhere.
01:51:46They are the easiest people.
01:51:47They answer all phone calls and messages.
01:51:50Like, they're marketers.
01:51:52Like, how can you not find them?
01:51:57There's probably a 50 on this chat.
01:51:59Okay, I don't even know what to say.
01:52:03They're like, they're everywhere.
01:52:04It's like, I don't know how to find realtors.
01:52:06It's like, literally all they do
01:52:07is post their pictures everywhere trying to be found.
01:52:09Okay.
01:52:12Alex, you always say that your capacity
01:52:13to work itself is trainable.
01:52:15Yes.
01:52:16How do you make sure you don't affect your health?
01:52:17For example, in book launch days, you were not sleeping much.
01:52:19Yeah, but I'm still alive, right?
01:52:21I mean, I feel like, fuck.
01:52:26Like, bro, I want to win.
01:52:29(laughing)
01:52:34You're not gonna die.
01:52:35You'll be okay.
01:52:36Like, if you're working so hard
01:52:39that you're like, not sleeping as much, fine.
01:52:42No, I'm not saying you shouldn't sleep.
01:52:43You absolutely should sleep.
01:52:45But sometimes, sometimes it's war time, right?
01:52:48And I think this term keeps coming up on my mind
01:52:51and maybe I'll write a book about it
01:52:52'cause I love the term so much.
01:52:53But like, built for war, right?
01:52:57Like, I remember like, during the launch,
01:53:00I just thought to myself, I was like,
01:53:03I am built for this.
01:53:04And some people aren't and I think that's fine.
01:53:07Like, winning isn't for everyone.
01:53:09That's why only a few people can do it.
01:53:12And so, like, we have to be willing to make trade-offs.
01:53:14Like, there are no solutions.
01:53:15There are only trade-offs.
01:53:16You trade one thing for another
01:53:17and then you decide whether it's worth it or not.
01:53:19And literally, the entirety of life is making those trades.
01:53:23That's it.
01:53:23And some people trade long-term for short-term.
01:53:28Some people trade getting high for being productive.
01:53:30Some people trade Netflix for getting forward in life.
01:53:32And those are just trades.
01:53:34Nothing wrong with it.
01:53:35It's only wrong if it's not getting what you want, right?
01:53:38And so, like, the health thing, yeah, be healthy.
01:53:41Long-term, I mean, obviously,
01:53:42your longevity in the game is gonna be important.
01:53:44But I would struggle to say, like,
01:53:45show me somebody who's ultra successful,
01:53:48who hasn't had periods or seasons where they're lopsided.
01:53:52And so, my encouragement for you
01:53:54during these, like, seasons of lots of work
01:53:56is to think about work-life balance on a longer time horizon.
01:54:01And so, meaning, like, you might have the decade
01:54:03of your 20s being a work season
01:54:06and the decade of your 30s being a semi-work season
01:54:08with more family.
01:54:09And then as you kind of progress on,
01:54:11those seasons will shift.
01:54:12But, like, if you're not where you wanna be,
01:54:17you will have to do more stuff to get there.
01:54:19And until you have money,
01:54:21you will basically have to use work
01:54:23as your primary mode of getting ahead.
01:54:26And so, you have to use violent, unreasonable,
01:54:29ruthless amounts of effort for extended periods of time
01:54:32and be able to delay gratification
01:54:34because you sure as hell aren't gonna win fast.
01:54:36And so, if you need that to keep going, good luck.
01:54:39But the vast majority of people have something
01:54:42that they're running towards
01:54:43or something they're running away from
01:54:44and whatever it is that fuels you, use it.
01:54:46By the way, if you repeat your shit,
01:54:50you're just gonna get deleted, so don't do that.
01:54:52All right, Abdul.
01:54:54I'm a big, big fan of Alex and his thinking.
01:54:56Thank you, me too.
01:54:58I've been following you for three years now.
01:55:00I have one question.
01:55:00I'm from Pakistan, building an AI agency in the US.
01:55:02What should I do?
01:55:03Don't build an AI agency.
01:55:06Do something for someone and happen to use AI.
01:55:09I feel like I keep reading the same question.
01:55:12Alex, what is the one skill
01:55:13I have to learn to make money right now?
01:55:14Dear God, get a stranger to give you money
01:55:18in exchange for doing something for them.
01:55:21That is it.
01:55:22That is all you have to do.
01:55:23You go to someone and say, "What do you do?
01:55:24"What would you like to not do?
01:55:26"I will do it for you in exchange for money."
01:55:29That's it.
01:55:30And then you go down the rabbit hole
01:55:33and you see how many more valuable things
01:55:35you can do for somebody
01:55:36and how much more they're willing to pay.
01:55:38And then over time, you go to better and better people
01:55:39because you solve better and better problems
01:55:41that you get paid better and better.
01:55:42That's literally the one, the mono-directional path.
01:55:45And then you get more and more skills and you say,
01:55:46"I wonder if I could develop an app
01:55:48"that would solve this problem for many people at once."
01:55:50Or maybe I hire other people to help me do these things.
01:55:52You just start getting more leverage.
01:55:54What I think about ed tech,
01:55:58I think it's about ed tech,
01:55:59I think is very interesting from an AI perspective
01:56:02because AI for the first time ever
01:56:03is going to allow one-on-one tutoring at scale.
01:56:07And so for many of you, I would so strongly encourage you.
01:56:10If you don't know how to learn something,
01:56:12just ask an AI how to do it step-by-step.
01:56:15It's not that hard.
01:56:16Okay.
01:56:18(laughs)
01:56:23Sorry, I'm just reading some of these.
01:56:24Do you think you can make 10,000 a month
01:56:26with done-for-you YouTube services for entrepreneurs?
01:56:28Yeah.
01:56:30You can make 10,000 a month from one entrepreneur.
01:56:33Like go find an entrepreneur.
01:56:38The thing is, it's like, you need to be good at YouTube.
01:56:40You need to have proof that you're good at YouTube.
01:56:42So either you work at a YouTube channel
01:56:45and you use the credibility of that channel
01:56:47to then do the thing because you've learned the skills
01:56:48or you build your own YouTube channel.
01:56:50Cybersecurity is gonna go up.
01:56:56How to help my dad's hardware business,
01:56:58which is located in a rural area?
01:57:00It's a good question, man.
01:57:01Honestly, I would do lives like this
01:57:11and I would show the tools and I would use them
01:57:14and I would pitch the tools online
01:57:15because the fact that it's in a rural area
01:57:17is gonna limit you.
01:57:18And so if you really wanna help them out,
01:57:19go find the tools and go sell them.
01:57:21Are you interested in making AI of yourself in the future?
01:57:25Yeah, I'm sure.
01:57:26I have an AI of myself now.
01:57:27What if I'm stuck with a bad business partner in a podcast
01:57:35because our brands are tied,
01:57:37should I build my own projects too
01:57:39or would that spread me too thin?
01:57:41I think you probably need to have a conversation
01:57:43with your partner on like,
01:57:44why do we wanna end this partnership
01:57:46or why do you wanna end this partnership?
01:57:47Is it like, are you doing more of the work?
01:57:49They're getting more of the money.
01:57:50Like what is happening?
01:57:52At the end of the day, like I will say this,
01:57:53if you don't think the partnership's gonna work out
01:57:55over the next 20 years,
01:57:56it's like you might as well end it today and get started.
01:57:59And I think if you do it in a graceful way,
01:58:01there's plenty of partnerships that have ended gracefully
01:58:03and just say, hey, we're like, we've had an amazing time.
01:58:06We've had an amazing journey with you.
01:58:08I'm going in this direction, he's going in this direction.
01:58:10Follow both of us.
01:58:11Like it doesn't have to be this combative thing.
01:58:14Do I have to be unethical to be successful in business?
01:58:19Well, the implicit question there, which is interesting
01:58:22because if you were to ask that question,
01:58:23if you deem me successful, then you deem me unethical.
01:58:25And why would you want an unethical person
01:58:26to answer your question?
01:58:28So I would say that's a silly question.
01:58:32So I reject the premise.
01:58:33But why don't you tell me what is unethical about this?
01:58:38You have a problem.
01:58:42I know how to solve that problem.
01:58:43And in fact, the problem you have
01:58:46is a problem that many people have.
01:58:48And so it's, I'm unable to solve that problem for everyone.
01:58:51And so for the people that care the most
01:58:52about solving that problem,
01:58:54some of them are willing to spend money to solve it.
01:58:56And for those people who are willing to spend money,
01:58:58I say, I will solve that problem for you
01:59:00in exchange for your money.
01:59:02Where do you see an ethical dilemma?
01:59:04The issue that people who don't have money have
01:59:07with people who have money is that they believe
01:59:10that you need to deceive in order to earn.
01:59:12And I 100% agree that deception
01:59:14is a very poor practice in business,
01:59:16especially in the longterm.
01:59:18And so if you state the facts and tell the truth,
01:59:20which is the number one rule of marketing that I have
01:59:22that I will restate until I die.
01:59:24If you state the facts and tell the truth,
01:59:26and then two people, a voluntary exchange of money
01:59:28for services, and both people say thank you,
01:59:31what is unethical about that?
01:59:32You need to get out of your head, dude.
01:59:35Like you will never, and I will say this,
01:59:37if you believe that making money is wrong,
01:59:39you will never make it.
01:59:40All right, what else we got?
01:59:47I'm creating a resource MRR service for apprentices,
01:59:51I don't even know what this means,
01:59:52for apprentices in order for them to qualify.
01:59:55How do I chase prospects
01:59:57before I go and launch into advertise?
02:00:00I actually don't know what any of that means.
02:00:02Sorry DBX.
02:00:03Okay, let's see.
02:00:08I do residential security assessments.
02:00:12What is the best platform for B2B marketing?
02:00:15What are some ways I can make myself unique?
02:00:17Residential security assessments.
02:00:20Dude, okay, so first off,
02:00:23there's a lot of things you could do here.
02:00:24So if you do residential security,
02:00:26how hard would it be
02:00:26for you to literally walk around the neighborhood
02:00:28and just show all of the security fuck-ups
02:00:30every single house has?
02:00:32Not that difficult.
02:00:33You wanna go B2B,
02:00:34you can post those assessments on LinkedIn,
02:00:36literally show, demonstrate you doing what you do.
02:00:40So I'm gonna zoom out for a second.
02:00:42What do you think this is?
02:00:43Right?
02:00:46Some would say, let's say you're good at business, right?
02:00:49How would I advertise that, right?
02:00:53Well, I could advertise the proof, right?
02:00:55I could say, hey, we have the fastest selling nonfiction
02:00:57you know, in history.
02:00:58I could say we did 106 million a weekend.
02:01:00I could say our portfolio is $250 million a year.
02:01:02I could say that stuff, right?
02:01:03I could say this building, you can see pictures of you.
02:01:04Okay, he's got stuff, he must do something right.
02:01:06I give you proof.
02:01:07What else can I do?
02:01:09I can do it in front of you.
02:01:11That's what this is, is demonstration.
02:01:13And since it's live, you know, it's not scripted, right?
02:01:15And so the idea is like,
02:01:17I think what has slept on so much in marketing
02:01:21is demonstration.
02:01:22Do it and record it and then post it.
02:01:26So if you're like, I'm really good at cybersecurity,
02:01:28it's like, then like go either show where someone's weak
02:01:31and document it and post it,
02:01:33which is a very common way of doing this.
02:01:35Which by the way, sometimes you'll get business
02:01:38from the businesses that you're basically doing
02:01:39these case studies for free on,
02:01:41or do it for the customers you have.
02:01:42And as always, start for free, start for free.
02:01:47Well, people don't value my time.
02:01:48It's like, bro, you don't even have money.
02:01:51You have no customers.
02:01:52You shouldn't value your time.
02:01:53You're currently, your time is valued at zero.
02:01:55So at least get something for it.
02:01:56Because the thing is, is you might not get paid for it,
02:01:58but you are getting something for it.
02:02:00Where you're gonna get is you're gonna get experience.
02:02:02You're gonna get potential testimonial.
02:02:03You're gonna get potential referral, right?
02:02:05And you might even get a potential customer
02:02:07after you start working with them for a while,
02:02:08because you have more and more people,
02:02:09if you're good, who will work with you for free.
02:02:12And you know how easy it is to get a referral from somebody,
02:02:14if you're also free for their friend?
02:02:15Very.
02:02:17If you're good.
02:02:18And if you suck, charging nothing certainly softens the blow.
02:02:22What are interesting entrepreneurial areas
02:02:26for medical student in the last year?
02:02:28Tough, man.
02:02:29Very interesting.
02:02:33I would probably look at,
02:02:36I would honestly get into business
02:02:37as fast as I possibly could.
02:02:38I'm giving the real answer.
02:02:41And I would, because the thing is,
02:02:42is your medical license does afford you a bunch of benefits.
02:02:46So I think the peptide space is really interesting.
02:02:49I think HRT and telemedicine is very interesting.
02:02:52I would look at acquiring businesses
02:02:54that require a physician in order to own them.
02:02:58And there are businesses that are like that.
02:03:01Those are things that I would look at doing.
02:03:03And if you're like, well, how would I acquire business,
02:03:04I'm poor, don't worry about it.
02:03:06Because one, there's tons of lenders for medical students.
02:03:08And number two, there's tons of doctors who are tired
02:03:11and want to retire and are willing to give you
02:03:14their entire practices for nothing.
02:03:16Just for you to take it over
02:03:18and take care of their patients, for real.
02:03:20A lot of them don't want to sell to PE
02:03:23because PEs are gonna make them work for another five years.
02:03:25And they don't want to do it.
02:03:26And they don't want to have a boss.
02:03:28And so if you could just like get a semi apprentice with them,
02:03:30they'll do it with you.
02:03:31Alex, how do you personally prevent rabbit holes
02:03:35when building your business?
02:03:37Where's floppy hoppy?
02:03:43Inside joke for my own team.
02:03:45I don't even know what that means.
02:03:47I'm guessing you mean like side quests
02:03:49or like woman in the red dress.
02:03:50You focus on the problem in front of you.
02:03:56So focus is subtraction.
02:03:58If you think about the most hypothetically focused person
02:04:02in the world, they would do literally only one thing.
02:04:04They wouldn't eat, they wouldn't sleep.
02:04:06They wouldn't shower, they would only do one thing.
02:04:08And so if your question is, I'm doing more than one thing,
02:04:10how do I do one thing, just stop doing everything
02:04:13that's not the thing.
02:04:14That's how you focus.
02:04:16And then you're like, well, I can't do it.
02:04:20It's like, of course you can.
02:04:21If you were in a white room that had no door
02:04:23and the only thing you had in front of you was the work,
02:04:24the work would become the most important
02:04:26and interesting thing in the room.
02:04:27And I think this is wildly misunderstood.
02:04:29If you have nothing else to do,
02:04:33work becomes more interesting than boredom.
02:04:36The problem is that you have alternatives for your attention
02:04:40that have shorter and faster feedback loops.
02:04:42And so the reason that I'm so militant about removing
02:04:44all of the attention sucks in my environment
02:04:47is because I want work to be the only thing
02:04:49that takes me out of boredom.
02:04:51And so it's not about discipline, it's about arranging
02:04:54your environment so that the only natural thing you can do
02:04:58by being lazy and not being bored is work.
02:05:00And that is why I believe it doesn't require
02:05:04a tremendous amount of willpower.
02:05:06You live in a black box staring at a wall, amazing, Joaquin.
02:05:09I love this for you.
02:05:10Okay, I'm 21 years old.
02:05:14I served in the army.
02:05:15I had a tough life, okay.
02:05:17I never gave up on something I wanted.
02:05:20I want to succeed in business,
02:05:21but I'm solo and it feels like too much.
02:05:23Why does that feel like too much, man?
02:05:26You don't even have employees.
02:05:28It's way easier.
02:05:30You just got you to manage.
02:05:31Army's harder.
02:05:33One of my guys is in the army.
02:05:34He said the army's way harder.
02:05:36Dude, literally just, again, go to somebody,
02:05:39do the thing that they don't want to do.
02:05:41Like many of you can start what I call nuisance businesses.
02:05:44Like I think this is one of the big mistakes
02:05:47is thinking that you need to somehow invent some new category
02:05:50and become the next Facebook.
02:05:5299% of people who make money look at the market,
02:05:56see businesses that already exist there and say,
02:05:58"I think I could do that too."
02:06:00And believe it or not, you don't actually have to try
02:06:03that hard to beat business owners because many of them
02:06:06are lazy and they have employees underneath them
02:06:09who aren't very well-trained
02:06:10because they never trained them very well.
02:06:12I talked about one earlier today, right?
02:06:14And so you don't have to beat the business owner.
02:06:16You have to beat the unmotivated employee or account rep
02:06:20at 123 Acme Co to win.
02:06:22And the pitch you just say is, "Hey, I'm starting out."
02:06:25And so for the same price as that guy,
02:06:27you actually get the owner and you've got my cell phone
02:06:29and you call me whenever you want and you can harass me.
02:06:31And I'm going to do everything I possibly can
02:06:32because I want to get your testimonial and get a referral.
02:06:34This is how I'm starting my business.
02:06:35And guess what?
02:06:36People will take a shot on you because you're right.
02:06:38As long as you don't suck, you will be better
02:06:41than the person who has been barely trained.
02:06:43You always have an advantage.
02:06:45And when you start out, there will always be a room
02:06:46for the small player because you will always try harder
02:06:48than somebody who doesn't have the incentive of the owner.
02:06:51And so the only reason that you are succeeding right now
02:06:54is because of the deficiency of skills, period.
02:06:56Not because business is hard,
02:06:58it's just because it has more steps.
02:06:59That's it.
02:07:03Okay, I mean, let's be real, tying your shoes was hard
02:07:06when you were four.
02:07:07You just didn't know how to do it yet.
02:07:08It's not hard now because you know how to do it.
02:07:10So everything you don't know how to do feels hard
02:07:11until you learn how to do it.
02:07:12How do you learn how to do it?
02:07:13You try and you get feedback loops
02:07:15and you find out why you suck and then you suck less
02:07:17because you keep doing it and you get feedback.
02:07:20And then you're actually good and you make money.
02:07:22Okay, Alex, the Middle East markets have zero competition.
02:07:25Amazing.
02:07:26You told an agency to switch to the US
02:07:27even though there's some clinics in the Gulf.
02:07:28Yeah, I remember that.
02:07:29Why switch?
02:07:30I think, I can't, honestly, there was context for that one.
02:07:33I can't remember.
02:07:34There was a reason.
02:07:34I think it's, yeah, it was a weird one.
02:07:39It was a very weird agency.
02:07:40I can't remember what it was, but it was something.
02:07:42Hey, Alex, how do I learn to be articulate and charismatic?
02:07:45Thanks, man.
02:07:46I often stumble over my words and freeze up in conversation.
02:07:48Cold calling is very daunting to me.
02:07:50All right, let's be real.
02:07:52Hold on, this will be good.
02:07:53This will be worth it.
02:07:55This will be fun.
02:07:56This will be fun.
02:07:58This will be good.
02:08:02All right, hold on.
02:08:03All right, ready for this?
02:08:08You guys ready?
02:08:09Okay.
02:08:12See if you guys can hear this.
02:08:15Let's see if my wifi actually works.
02:08:16Welcome back to the second video.
02:08:21So I just wanted to know what we're going over today.
02:08:23First thing, just to recap the last time,
02:08:26cellulite on your back.
02:08:27Mung back on your arms and on your stomach
02:08:30is caused from excess toxins in your body
02:08:32when you have surplus of calories.
02:08:33All right, so these are the things that we need to do.
02:08:35So today, we'll be covering blood flow.
02:08:39Now, you tend to not be able to get rid of the fat
02:08:42on your back, the back of your arm.
02:08:43Are you fucking kidding me?
02:08:44Of course you're gonna suck.
02:08:45You practice, you do it again.
02:08:49You do it again.
02:08:50That was a piece of content that I made 16 years ago
02:08:52or whatever it was at my gym.
02:08:54Then I was explaining how fat calories worked
02:08:57or whatever I was saying, right?
02:08:58And does that sound like banger content to you?
02:09:02Probably not.
02:09:03Did I sound charismatic there?
02:09:06Probably not.
02:09:07Did I sound articulate?
02:09:08Certainly not, right?
02:09:11It's like you just gotta try, you gotta start.
02:09:13And think about this, I have a lot of reps here.
02:09:17So I'll tell you a story that might make sense for you.
02:09:20I have been making ads,
02:09:23and I'm talking like 50 ads or more per week,
02:09:29myself, not my companies, me, for 14 years.
02:09:34So 50 ads a week is 2,500 ads a year times 14 years.
02:09:40I've made 25,000, 30,000 ads.
02:09:46And so we were like, man, and my team knows this.
02:09:48It's like, man, just put the camera on,
02:09:50just tell like Alex with the hook or the angle is,
02:09:52and then he'll just like, he'll just go.
02:09:54It's like, right, when you do something 30,000 times,
02:09:58you get decent at it.
02:10:00And so this is like, I get attacked publicly
02:10:03for saying this stuff, but like,
02:10:05you have to do a lot more than you think you do.
02:10:09And you have to do it for a lot longer
02:10:11than you think you're gonna have to do it for.
02:10:13And you're gonna get paid way less
02:10:14than you think you're gonna get paid
02:10:16for a much longer period of time than you expect.
02:10:19And it is still worth it.
02:10:21It just takes a while.
02:10:24And it's because like, you're just not that good yet.
02:10:26And there's a reason that income goes like this, right?
02:10:29For a very long time,
02:10:30and you keep getting better and better and better,
02:10:31but your income still barely moves.
02:10:33And it's because it's at the very ends
02:10:35is where you get all the returns, right?
02:10:38A lot of markets are winner take all.
02:10:40And so in order to be the winner who takes all,
02:10:43and I'm not saying I'm that guy,
02:10:45but I'm saying in order to at least start
02:10:46getting up this curve,
02:10:48you gotta be better than a lot of people.
02:10:50But this is the good news.
02:10:5290% of people don't even start.
02:10:55And I think the podcast metric is one
02:10:57of the most famous ones cited for this,
02:10:58but I think it's so important.
02:11:00Many people want a podcast.
02:11:01Almost no one starts.
02:11:02Of the people who start,
02:11:0390% do not make it past the 20th episode.
02:11:0620, I said I just did 30,000 ads.
02:11:09Let me give you an idea to think about this for a second.
02:11:12One, two, three, four,
02:11:17five, six, seven, eight,
02:11:23nine, 10.
02:11:25See how boring that is?
02:11:27Now count to 30,000.
02:11:29And that is still not as long as I've actually made ads
02:11:32because ads take longer than the time
02:11:33it takes to say a number.
02:11:35That is how many ads I've done.
02:11:37And so like you have to practice to get better
02:11:40and you have to do a lot of reps to practice.
02:11:43So I don't know how to do this faster.
02:11:45All right, I'm off my rant there.
02:11:49What is the most efficient way
02:11:50to scale a service-based business?
02:11:54It's actually a very odd question
02:11:58'cause I'm guessing you mean fastest
02:12:00because the most efficient way
02:12:01would be to not have a service business.
02:12:03How do I have my revenue per head count be the highest?
02:12:08Have no head count.
02:12:09Have a lot of automation.
02:12:13How would I buy equity into my dad's business
02:12:14if I don't have money?
02:12:15Okay, that's a great question.
02:12:17What AI agents do you use for ACQ?
02:12:20We use a blend of different LLMs
02:12:22but then we have all of our proprietary data on top
02:12:24which we spent 50,000 hours of consulting hours
02:12:26to trade it on, which is kind of like the long-term model
02:12:30for why that's valuable.
02:12:32But the question of like
02:12:32how do I buy the business from my dad?
02:12:34You will earn it by working for him.
02:12:40And there's two ways you can kind of pay for it.
02:12:43Actually there's a lot of ways, but I'll give you a couple.
02:12:45So number one is that you can say,
02:12:46"Hey, what would you pay this role
02:12:49or these two roles or these three roles?"
02:12:50'Cause hopefully you should work harder
02:12:51than one or two or three people in your dad's business.
02:12:54You can take that amount of money and say,
02:12:55"Don't pay me at all."
02:12:57Credit it towards buying the business, thing one.
02:13:00Thing two, if you buy a business,
02:13:02there's also some element of seller financing
02:13:04that typically occurs.
02:13:05So let's say that the business makes a million dollars a year
02:13:08and he agrees to the company being worth $3 million.
02:13:12I'm making it up, okay.
02:13:13$3 million worth of the company's worth.
02:13:16You say, "Okay, can I finance half of that?"
02:13:18So one and a half million over five years, okay.
02:13:21That means you have to pay $300,000 a year,
02:13:23but the company makes a million.
02:13:25And so that means, okay, you now have 700,000 left over.
02:13:28Okay, great.
02:13:29So now we took over one and a half.
02:13:31And maybe in that time period,
02:13:32you have the salary that you're also chipping away at it for.
02:13:35And then this is where small business loans
02:13:36and things like that come in handy.
02:13:38And small business loan would be senior debt.
02:13:41Your dad's seller financing debt would be second to it.
02:13:44And so they're willing to do that.
02:13:45And so you then get him paid
02:13:49and then you use the business to fund the rest
02:13:51as long as you don't suck and you'll be fine.
02:13:53That would be a way to do it.
02:13:54Okay.
02:13:57Bam, the spinner, cornball.
02:13:59Appreciate it.
02:14:00What do you think of studying 12 hours a day
02:14:02for six days a week?
02:14:03Fine.
02:14:05Good question.
02:14:09Is learning ads for local service businesses still good?
02:14:1315K a month to learn in 2026?
02:14:16Yeah, there's a lot of brick and mortar businesses
02:14:21that need customers.
02:14:23Like a lot.
02:14:24Like you could create,
02:14:25like today you could create a billion,
02:14:29multi-billion dollar company
02:14:31if you just were better at helping brick and mortar companies
02:14:33get ads or get leads and customers than anyone else.
02:14:36For sure.
02:14:37You just have to be good and you have to know how to scale.
02:14:40How do you balance between using AI?
02:14:43Oh, I missed it.
02:14:44All right.
02:14:45Let's see one.
02:14:47Okay.
02:14:48Alex, I run a roofing company.
02:14:49I do door-to-door for all my revenue.
02:14:51How do I scale my team without running paid ads?
02:14:53Door-to-door turnover is insane.
02:14:55It's a feature, not a bug, man.
02:14:56It's a feature, not a bug.
02:14:58You're gonna have to create career paths
02:15:00for your door-to-door guys
02:15:01'cause I'm guessing they're turning out
02:15:02for either better opportunities.
02:15:03So you probably have a multi-prong approach
02:15:05that's probably the issue.
02:15:06So one is you have to have the economics in the business
02:15:08so that you can pay better, number one.
02:15:10Number two, the career paths have to be clearly spelled out.
02:15:13So I think I made a post about this the other day,
02:15:15but one of my favorite ways to build out a career path
02:15:17for what I call repeated roles.
02:15:19So if you have a business
02:15:20where you have a lot of a specific role,
02:15:22you have a lot of salespeople, a lot of editors,
02:15:23a lot of accountants, whatever it is,
02:15:25you have a lot of this person.
02:15:26When you have a lot of people,
02:15:27you need to have a more robust onboarding and training system
02:15:29and then a very clear career path for why,
02:15:32basically you have to answer the question,
02:15:33why should I stay with you for five years?
02:15:34That's the question you have to answer.
02:15:35And so in order to answer that question,
02:15:37one, we have to have the economics.
02:15:38The second is we have to show growth.
02:15:40And this is a big one.
02:15:41I think it's wildly underestimated.
02:15:42And so there's growth in terms of like quantitative stuff,
02:15:44but also growth in terms of the intangible,
02:15:46which is like, what are the skills
02:15:47I'm learning along the way?
02:15:48And so an easy way to do that is,
02:15:49let's say you imagine the career path like a zigzag.
02:15:52Okay.
02:15:53And so what we zigzag at each of these kind of corners
02:15:57is you have title increase, and then you have a pay increase.
02:16:01And you have a title increase,
02:16:03and then you have a pay increase.
02:16:05And you keep going all the way down.
02:16:06And for each of these title increases,
02:16:08you literally just change the title and you can add a perk.
02:16:11You get to work the higher income neighborhoods.
02:16:13That's a perk.
02:16:14You get to not have to work weekends if you don't want to.
02:16:16You get to work at the home field instead of the away field.
02:16:19There always could be perks.
02:16:20You get to, after a certain point,
02:16:22you start to get fed some inbound leads
02:16:24and the referral leads go to you.
02:16:26These are all things that you can have as perks
02:16:27as people move up.
02:16:28And so what is the title?
02:16:29It's like, well, they're just closers.
02:16:30It's like, well, that's because you decide
02:16:31that closers is the only role.
02:16:33But you could have junior setter, setter, senior setter,
02:16:36junior closer, senior closer, great.
02:16:39That's six.
02:16:40And then we have manager.
02:16:41And then you have junior manager,
02:16:42manager, senior manager, great.
02:16:44Now we have nine, right?
02:16:46And then each of those has a corresponding pay bump
02:16:48that happens with each of them.
02:16:49You're like, why can't I make that many pay increases?
02:16:51You can go down to a penny.
02:16:52You can give one penny at a time.
02:16:53Of course you can do that many pay increases.
02:16:54And what is more important is that people feel
02:16:56like they're making progress.
02:16:58And so if you can show them,
02:16:59and the big turn points, by the way,
02:17:00for any of these types of careers,
02:17:01the door-to-door roofing guy,
02:17:03is gonna be obviously like first 14 days for door-to-door,
02:17:06first 30, and then the next big drop-off point
02:17:08is at month three, and the next one at month six.
02:17:11After that, if you keep them past month six,
02:17:12you know the likelihood that they stick is way longer.
02:17:14And so all your focus has to be around activation
02:17:17and decreasing churn.
02:17:18Now, part of the reason
02:17:19that you're probably not able to get this churn
02:17:21is because you're not able to attract sales leaders.
02:17:23And sales leaders obviously have to sell first,
02:17:25then they have to basically bring someone in and recruit,
02:17:28and they have to get that person activated,
02:17:29which means they have to learn how to teach how to sell.
02:17:31Wow, have to learn how to teach how to sell.
02:17:33There you go.
02:17:34And so typically, in door-to-door driven businesses,
02:17:38they are not that good at training
02:17:41if you haven't reached scale yet,
02:17:43which usually means that you have unclear language
02:17:45in how you train your staff.
02:17:47And so you're like, I need you to be a better leader.
02:17:49That means nothing to nobody.
02:17:51So you have to break down leadership
02:17:53into the activities that make a leader,
02:17:55which means like, I need you to do the activities
02:17:57I want them to do in front of them.
02:17:59I need you to define the activities of selling
02:18:02into things that are observable,
02:18:04that you can see or hear, right?
02:18:06So it's not be more charismatic,
02:18:08it's nod your head and raise your voice
02:18:10at the end of questions.
02:18:11I need you to have natural variety in your voice
02:18:13so it goes up and down and up and down.
02:18:15Sometimes you speed up, sometimes you slow down.
02:18:17Sometimes you raise your voice, sometimes you lower it.
02:18:19And I need you to have this in the script
02:18:21and you have to memorize the script.
02:18:22We just have to be clear about what we want.
02:18:25And most of the times when I go into sales teams,
02:18:27that you have a lot of vague language
02:18:28that say he's not being curious enough.
02:18:30So you just mean, just tell him to ask questions.
02:18:33Don't say be curious 'cause then you force him
02:18:35to translate that and oftentimes the translation
02:18:38they have and what you want are two different things.
02:18:40And they're certainly different if you don't even know
02:18:41what it is and you're expecting them to guess
02:18:43and somehow get it right.
02:18:44All right, I think we wrap.
02:18:49It's Friday, I'm sure Layla's blowing me up.
02:18:50Okay, so with my people, I love you all.
02:18:54Peace and blessings be upon you.
02:18:57To you and your bloodline.
02:18:59And to the 13% women that I have, I appreciate you all.
02:19:02Thank you for coming to my aggressive live stream.
02:19:07You guys rock, rock and roll, catch you later.
02:19:09Bye.