00:00

And then we were like, alright. Fine deal. Like, that's, you know, this business is so freaking hard. Let's try this. And, in the end, I don't think it ever ended up working, but you got the customers. And that's the point of the episode. Yeah, we go. Exactly.

And then we were like, alright. Fine deal. Like, that's, you know, this business is so freaking hard. Let's try this. And, in the end, I don't think it ever ended up working, but you got the customers. And that's the point of the episode. Yeah, we go. Exactly.

00:11

The subsequent failure is irrelevant. Okay?

The subsequent failure is irrelevant. Okay?

00:16

Alright. We're live, Shaan. We're gonna do a Q&A session today. Got a bunch of questions. I have a feeling we're gonna spend most of the time on one question. But the question is, how did you get your first hundred customers in your businesses? And what are the best ways that you've heard of? So

Alright. We're live, Shaan. We're gonna do a Q&A session today. Got a bunch of questions. I have a feeling we're gonna spend most of the time on one question. But the question is, how did you get your first hundred customers in your businesses? And what are the best ways that you've heard of? So

00:35

I'll ask you, Shaan, but, I've personally have grown. I think

I'll ask you, Shaan, but, I've personally have grown. I think

00:40

five things to a million to ten million in revenue. I've grown one thing to well north of ten million in revenue, multi million dollars per month. I've grown a bunch of stuff to thousands of users. I've grown a bunch of stuff to hundreds of thousands and I've grown

five things to a million to ten million in revenue. I've grown one thing to well north of ten million in revenue, multi million dollars per month. I've grown a bunch of stuff to thousands of users. I've grown a bunch of stuff to hundreds of thousands and I've grown

00:54

one thing to millions,

one thing to millions,

00:56

and we'll go through examples. And, you've done the same. You've how many did Bebo have or, Blab? Lab had, like, four million users.

and we'll go through examples. And, you've done the same. You've how many did Bebo have or, Blab? Lab had, like, four million users.

01:04

Yeah, basically, we've done this a bunch of different times and a bunch of different ways. And so when we get this question,

Yeah, basically, we've done this a bunch of different times and a bunch of different ways. And so when we get this question,

01:10

You know, how did you get your first hundred customers? I actually really like this question. This is a very different question than, like, you know, what's your advice? It's like, forget the advice. Let me tell you literally what I did. When it comes to how we grew our businesses at the very, very start. Because

You know, how did you get your first hundred customers? I actually really like this question. This is a very different question than, like, you know, what's your advice? It's like, forget the advice. Let me tell you literally what I did. When it comes to how we grew our businesses at the very, very start. Because

01:24

if you're at the start, it doesn't matter what somebody did. To go to get to ten million in revenue. What matters is what the how they got to ten dollars in revenue? How did they get the ball going? How did they get the initial momentum? Because if you don't do that by definition, you don't really get to you know, you don't get to step two unless you've done step one. And so this is the, the step one episode. And I thought it'd be fun if we take the

if you're at the start, it doesn't matter what somebody did. To go to get to ten million in revenue. What matters is what the how they got to ten dollars in revenue? How did they get the ball going? How did they get the initial momentum? Because if you don't do that by definition, you don't really get to you know, you don't get to step two unless you've done step one. And so this is the, the step one episode. And I thought it'd be fun if we take the

01:44

our own,

our own,

01:46

like,

like,

01:47

just all the different projects that we've done, and just try to label the method that we use to go and get those first hundred customers that are that got the ball rolling. Do you wanna go back and forth? Yeah. Let's trade off. Alright. So the first thing that I grew I'm actually not gonna talk about it a lot because I didn't realize it, but I was breaking the law. But it was I had an e commerce store, and I originally got my first hundred customers by posting in,

just all the different projects that we've done, and just try to label the method that we use to go and get those first hundred customers that are that got the ball rolling. Do you wanna go back and forth? Yeah. Let's trade off. Alright. So the first thing that I grew I'm actually not gonna talk about it a lot because I didn't realize it, but I was breaking the law. But it was I had an e commerce store, and I originally got my first hundred customers by posting in,

02:10

forums. But I'm not gonna mention that.

forums. But I'm not gonna mention that.

02:12

By the way, is that a real thing, the statute of limitations? Like, is it is there a real thing? Maybe we need a producer, Ari, to let us know as as by the way, show her in her sweater. Fantastic. Fire. Okay. It's not a thing. Alright. So so correct. Do not tell people what you were doing. I thought after ten years, everything's forgiven. No. I'm not gonna mention that. But alright. The first,

By the way, is that a real thing, the statute of limitations? Like, is it is there a real thing? Maybe we need a producer, Ari, to let us know as as by the way, show her in her sweater. Fantastic. Fire. Okay. It's not a thing. Alright. So so correct. Do not tell people what you were doing. I thought after ten years, everything's forgiven. No. I'm not gonna mention that. But alright. The first,

02:30

my first business was called Bunk. It was, like, my first, like, actual startup out of college. It was called Bunk. It was a roommate matching app. It was Tinder for roommates, which I always say was stupid. We should have done Tinder for Tinder because this was right when Tinder came out. It was, like, swiping, like, clicking yes or no.

my first business was called Bunk. It was, like, my first, like, actual startup out of college. It was called Bunk. It was a roommate matching app. It was Tinder for roommates, which I always say was stupid. We should have done Tinder for Tinder because this was right when Tinder came out. It was, like, swiping, like, clicking yes or no.

02:45

But before it became an app, we actually just had a website that was built on Weebly. We probably did fifty thousand in sales in the handful of months, something like that. And what we used to do is in San Francisco, it's mostly transient people. So people, like me and Sean who moved there without knowing too many people, and you wanna rent a one bedroom apartment, but you can't afford a one bedroom apartment. And so instead, there's a four bedroom apartment where there's one room left and you apply to move in there. A lot of people don't know is back then, and I don't know if it's this way now, but back then, literally a hundred people would apply for that one bedroom.

But before it became an app, we actually just had a website that was built on Weebly. We probably did fifty thousand in sales in the handful of months, something like that. And what we used to do is in San Francisco, it's mostly transient people. So people, like me and Sean who moved there without knowing too many people, and you wanna rent a one bedroom apartment, but you can't afford a one bedroom apartment. And so instead, there's a four bedroom apartment where there's one room left and you apply to move in there. A lot of people don't know is back then, and I don't know if it's this way now, but back then, literally a hundred people would apply for that one bedroom.

03:17

So the way that we got users is we went and found people who had, like, landlords who had four bedroom apartments and three bedroom apartments.

So the way that we got users is we went and found people who had, like, landlords who had four bedroom apartments and three bedroom apartments.

03:25

And we said, hey, we're gonna host an event. It's not gonna be a party. It was a party. It's gonna be an event at your three and four bedroom apartment. And we're gonna have a bunch of prospective tenants there, and they're gonna team up and get their own place. And so let's say that it was four bedroom place or four thousand, we would create individual ads for a one bedroom at one thousand dollars. And we and back then on Craigslist, you could use HTML

And we said, hey, we're gonna host an event. It's not gonna be a party. It was a party. It's gonna be an event at your three and four bedroom apartment. And we're gonna have a bunch of prospective tenants there, and they're gonna team up and get their own place. And so let's say that it was four bedroom place or four thousand, we would create individual ads for a one bedroom at one thousand dollars. And we and back then on Craigslist, you could use HTML

03:47

and create these beautiful, like, images of what the apartments looked like. And it said, this is bunk SF. We help people match people. This is a one bedroom and a four bedroom, but we're gonna help you team up. And we went we we would get, like, ten thousand users,

and create these beautiful, like, images of what the apartments looked like. And it said, this is bunk SF. We help people match people. This is a one bedroom and a four bedroom, but we're gonna help you team up. And we went we we would get, like, ten thousand users,

04:02

a week coming to our bunksf.com website. And that's how I got our first bit of users was through Craigslist.

a week coming to our bunksf.com website. And that's how I got our first bit of users was through Craigslist.

04:09

And the point being, the takeaway, by the way, is we already knew the seekers were there, And so it was just a piggyback where people already were.

And the point being, the takeaway, by the way, is we already knew the seekers were there, And so it was just a piggyback where people already were.

04:18

I can't find this client info. Have you heard of HubSpot?

I can't find this client info. Have you heard of HubSpot?

04:22

HubSpot is a CRM platform, so it shares its data across every application. Every team can stay aligned. No out of sync spreadsheets or dueling databases.

HubSpot is a CRM platform, so it shares its data across every application. Every team can stay aligned. No out of sync spreadsheets or dueling databases.

04:31

HubSpot grow better.

HubSpot grow better.

04:34

So the the smart part there is using Craigslist because Craigslist already had a lot of search volume, basically.

So the the smart part there is using Craigslist because Craigslist already had a lot of search volume, basically.

04:40

Instead of SEO, you use basically CEO. So it's like, go go to Craigslist's and get, use that traffic.

Instead of SEO, you use basically CEO. So it's like, go go to Craigslist's and get, use that traffic.

04:46

But then hosting the event, what'd you do in these events? The way, was there anything special you did? Or, like, how did you get people to did you have to make it marketable, or did you just make it normal? Because I know for the hustle, you had these great little events that you use called

But then hosting the event, what'd you do in these events? The way, was there anything special you did? Or, like, how did you get people to did you have to make it marketable, or did you just make it normal? Because I know for the hustle, you had these great little events that you use called

04:58

pizza and forties, where you would invite a speaker to an event, but the you would tape two two forty ounce beers to their hands.

pizza and forties, where you would invite a speaker to an event, but the you would tape two two forty ounce beers to their hands.

05:07

And the rule... This is a genius, by the way. This is so good. I remember when you did this, I was like, that guy Sam is cool. I wanna be friends with that. I literally had that thought. And then I I didn't even drink, by the way. At this point, I didn't even drink, but the name of the game was "Pizza and 40s" because we didn't have a lot of money. So we'll supply Costco pizza and we'll have beer, and the speaker has to have a forty ounce beer, and the the interview is done when the forty ounce beer is done. Right. Right. It's like a TED Talk, but instead of eighteen minutes, it was however long it takes him to finish the beer, if he wants to get off the stage, chug, baby, chug.

And the rule... This is a genius, by the way. This is so good. I remember when you did this, I was like, that guy Sam is cool. I wanna be friends with that. I literally had that thought. And then I I didn't even drink, by the way. At this point, I didn't even drink, but the name of the game was "Pizza and 40s" because we didn't have a lot of money. So we'll supply Costco pizza and we'll have beer, and the speaker has to have a forty ounce beer, and the the interview is done when the forty ounce beer is done. Right. Right. It's like a TED Talk, but instead of eighteen minutes, it was however long it takes him to finish the beer, if he wants to get off the stage, chug, baby, chug.

05:39

And and did you get a little bit more loosey goosey with the questions towards the tail end. Totally set the vibe. That was genius. So that one was marketable. Did you have to do that for that apartment thing, or was it as simple as saying, "Hey, come check out the apartment." We would get, like, hundreds of applicants for a one, for, like, a four bedroom. And we just emailed them, and we were very transparent in the ad. This is not a one bedroom. It's a one bedroom and a four bedroom. But what we're doing is we're gonna host a party with fifty people. Here's the types of people who are coming. Show up at this time. And then they would team up and get a place. And once they got a place, the landlord would tell us it came from us, and we would take money from both the user and the landlord.

And and did you get a little bit more loosey goosey with the questions towards the tail end. Totally set the vibe. That was genius. So that one was marketable. Did you have to do that for that apartment thing, or was it as simple as saying, "Hey, come check out the apartment." We would get, like, hundreds of applicants for a one, for, like, a four bedroom. And we just emailed them, and we were very transparent in the ad. This is not a one bedroom. It's a one bedroom and a four bedroom. But what we're doing is we're gonna host a party with fifty people. Here's the types of people who are coming. Show up at this time. And then they would team up and get a place. And once they got a place, the landlord would tell us it came from us, and we would take money from both the user and the landlord.

06:14

And,

And,

06:16

yeah, we were just really transparent about it. And I would literally, like, ride my bike at the time to the house and be like, knock knock. Give me your hundred dollars, please.

yeah, we were just really transparent about it. And I would literally, like, ride my bike at the time to the house and be like, knock knock. Give me your hundred dollars, please.

06:25

Or three hundred dollars or however much it was, and that's how we made money. But, no, it was that it was very easy. But now, you can't do this. Craigslist has changed how they operate. But this by the way is exactly how Airbnb got popular.

Or three hundred dollars or however much it was, and that's how we made money. But, no, it was that it was very easy. But now, you can't do this. Craigslist has changed how they operate. But this by the way is exactly how Airbnb got popular.

06:37

Alright. What's yours?

Alright. What's yours?

06:38

Alright. I'm gonna give you my first business as well. So this is I'm twenty one years old. We are starting a sushi restaurant chain, and I'm living in Denver. And the way our thing worked, it was like a cloud kitchen. So it was

Alright. I'm gonna give you my first business as well. So this is I'm twenty one years old. We are starting a sushi restaurant chain, and I'm living in Denver. And the way our thing worked, it was like a cloud kitchen. So it was

06:52

because we didn't wanna sign a ten year lease and build out a physical location and have to go raise five hundred thousand dollars, we had a mentor who was like, what if you did a delivery only delivery only method,

because we didn't wanna sign a ten year lease and build out a physical location and have to go raise five hundred thousand dollars, we had a mentor who was like, what if you did a delivery only delivery only method,

07:03

and you,

and you,

07:04

rented a commissary kitchen by the hour. I remember we were paying nineteen dollars an hour. Instead of having to so, like, the contrast was we were about to sign a ten year lease with a personal guarantee and drop out three hundred to five hundred thousand dollars to build it out. Or for nineteen dollars an hour, we could start Monday.

rented a commissary kitchen by the hour. I remember we were paying nineteen dollars an hour. Instead of having to so, like, the contrast was we were about to sign a ten year lease with a personal guarantee and drop out three hundred to five hundred thousand dollars to build it out. Or for nineteen dollars an hour, we could start Monday.

07:18

You're fifteen years you're fifteen years in the future. I mean, you you nailed it. Yeah. We were too early, but still it and so how do we get customers back then? DoorDash Uber Eats didn't exist. So where are we gonna get customers for our delivery only restaurant? I didn't know any better. Knowing what I know now, I probably would have just run ads, local ads, maybe Facebook ads, Google ads, something like that for people looking for sushi, but I didn't know that at the time.

You're fifteen years you're fifteen years in the future. I mean, you you nailed it. Yeah. We were too early, but still it and so how do we get customers back then? DoorDash Uber Eats didn't exist. So where are we gonna get customers for our delivery only restaurant? I didn't know any better. Knowing what I know now, I probably would have just run ads, local ads, maybe Facebook ads, Google ads, something like that for people looking for sushi, but I didn't know that at the time.

07:42

And

And

07:43

ignorance is a bit of a superpower. So the ignorance led us to our planning meeting was, like, twelve minutes long. It's like, we need customers. So, like, hey, we got the kitchen now. Like, we need customers.

ignorance is a bit of a superpower. So the ignorance led us to our planning meeting was, like, twelve minutes long. It's like, we need customers. So, like, hey, we got the kitchen now. Like, we need customers.

07:54

Hey,

Hey,

07:56

I don't know, walk around and ask people. So what I did was I went downtown, and I did a version of door to door. But instead of door to door, I did floor to floor. So I went into a skyscraper because I wanted density. So I was like, oh, let me just go to this big office building. There's thousands of people working in this one building. So I don't have to walk around all day. I can just go in the elevator, click one. Get out and talk to whoever I see. Click to get out, talk to whoever I see. And I'll go up, you know, thirty, forty flights in this building. And what I realized when I was doing this was

I don't know, walk around and ask people. So what I did was I went downtown, and I did a version of door to door. But instead of door to door, I did floor to floor. So I went into a skyscraper because I wanted density. So I was like, oh, let me just go to this big office building. There's thousands of people working in this one building. So I don't have to walk around all day. I can just go in the elevator, click one. Get out and talk to whoever I see. Click to get out, talk to whoever I see. And I'll go up, you know, thirty, forty flights in this building. And what I realized when I was doing this was

08:25

It's kind of amazing. I actually recommend this to pretty much anyone, which is when you have a new thing, you

It's kind of amazing. I actually recommend this to pretty much anyone, which is when you have a new thing, you

08:31

you have all these ideas about why it's so great.

you have all these ideas about why it's so great.

08:34

But you haven't actually, like, pitched it to somebody in a concise way, where

But you haven't actually, like, pitched it to somebody in a concise way, where

08:38

you have, I don't know, thirty seconds to a minute to, like, your foot in the door, and then maybe another minute to explain what your thing is. And then you gotta make a call to action and try to get them to buy. And my pitch really sucked.

you have, I don't know, thirty seconds to a minute to, like, your foot in the door, and then maybe another minute to explain what your thing is. And then you gotta make a call to action and try to get them to buy. And my pitch really sucked.

08:49

But because I was floor to floor, it was, like, how about four twenty by floor twenty, though? It was solid. I knew. And so what I realized was, Okay. You go in. You can't just bother people in an office. You have to find the front desk lady. Her job is to greet a visitor. So I said, okay. That's the accessible person. She also had a lot of clout. And so I learned about basically a local influencer. So when people think about influencers, they think it's gotta be a celebrity. But, actually, in any in any pocket of people, there is somebody who is more influential than the rest, any tribe of people. And in an office that's always the person at the front desk. It's the office manager, the secretary, whatever you wanna call it. And so I would go to this kinda office manager, and I would say,

But because I was floor to floor, it was, like, how about four twenty by floor twenty, though? It was solid. I knew. And so what I realized was, Okay. You go in. You can't just bother people in an office. You have to find the front desk lady. Her job is to greet a visitor. So I said, okay. That's the accessible person. She also had a lot of clout. And so I learned about basically a local influencer. So when people think about influencers, they think it's gotta be a celebrity. But, actually, in any in any pocket of people, there is somebody who is more influential than the rest, any tribe of people. And in an office that's always the person at the front desk. It's the office manager, the secretary, whatever you wanna call it. And so I would go to this kinda office manager, and I would say,

09:28

I would say, hey, do you guys ever do k so instead of saying, hey, would you like to eat some sushi? It's like, no, I don't just eat sushi from strangers. I realized pretty quickly that was my first bitch By floor two, I was like, alright. I'm not saying that again. So floor three and four, I realized, okay.

I would say, hey, do you guys ever do k so instead of saying, hey, would you like to eat some sushi? It's like, no, I don't just eat sushi from strangers. I realized pretty quickly that was my first bitch By floor two, I was like, alright. I'm not saying that again. So floor three and four, I realized, okay.

09:42

I should actually ask them, like, do they ever, do you guys ever do catering for lunches or whatever for the for the for the group.

I should actually ask them, like, do they ever, do you guys ever do catering for lunches or whatever for the for the for the group.

09:49

And they would say yes. So I asked a question that had a very simple answer, a yes or no answer, If it was no, then I knew, don't waste my time on this prospect. They're not gonna order. But if it was yes, now I had one person who might order fifty lunches.

And they would say yes. So I asked a question that had a very simple answer, a yes or no answer, If it was no, then I knew, don't waste my time on this prospect. They're not gonna order. But if it was yes, now I had one person who might order fifty lunches.

10:03

In one order. Right? Like, they would order bulk. And so I would ask them, hey. Do you ever order, you know, do you guys ever do catering for lunches, maybe a birthday or a big meeting or or just every Wednesday.

In one order. Right? Like, they would order bulk. And so I would ask them, hey. Do you ever order, you know, do you guys ever do catering for lunches, maybe a birthday or a big meeting or or just every Wednesday.

10:13

And they were like, yeah. We do it every Wednesday. I'd be like, awesome. I said, when you order,

And they were like, yeah. We do it every Wednesday. I'd be like, awesome. I said, when you order,

10:19

Where do you typically order from? Oh, we always do the sandwich place, blah, blah, blah. I said, awesome.

Where do you typically order from? Oh, we always do the sandwich place, blah, blah, blah. I said, awesome.

10:25

If you ever wanted to try something new, we actually just opened up a rest and I would love to do a deal with you guys where we actually do it for free one time. Right? So I created an offer. I was like, I'd love to bring you a sample tray just for you, and you can invite a couple of people in the office to try it out. If you guys like it, We'll leave a menu with you guys. If you don't like it, no problem. We'll come back. Clean it up. And I created an offer. I created an opening question, and I ended up getting my pitch right. And this one thing, we were profitable month one. I remember we made, like, thirteen grand in the first month. And, like, at the time, everybody said restaurants, you don't make any money. And we were, like, doing it. We're making money. This is fantastic.

If you ever wanted to try something new, we actually just opened up a rest and I would love to do a deal with you guys where we actually do it for free one time. Right? So I created an offer. I was like, I'd love to bring you a sample tray just for you, and you can invite a couple of people in the office to try it out. If you guys like it, We'll leave a menu with you guys. If you don't like it, no problem. We'll come back. Clean it up. And I created an offer. I created an opening question, and I ended up getting my pitch right. And this one thing, we were profitable month one. I remember we made, like, thirteen grand in the first month. And, like, at the time, everybody said restaurants, you don't make any money. And we were, like, doing it. We're making money. This is fantastic.

10:58

And so this floor to floor sales and understanding who is the gatekeeper? Who is the person I need to get on board? And what is the the sort of, risk free offer that I can offer them was where we got our first first customers. How much revenue were you doing in year six? Or not your six month. Your six zero, dude. We quit in month three because what we realized was we were like, alright. We were making, I don't know, tens of thousands of I think we were doing, like, maybe thirty thousand the first month and then a little bit more of the second month. And then by then, it was, like, dude, we were so worn out of the just the process of running a restaurant. And we we kinda had a realization. Like, great. We can keep scaling this, but that means we're gonna have to keep doing this. And it was We were waking up at four in the morning, going to the fish market, staying there till eleven at night because we would do private catherings at night and, doing dishes and then, like, we didn't know anything. Stupid. I didn't realize you should hire people. We just did everything. You were, like, you were, like, looking at your partners one day after work, and you're, like, bail?

And so this floor to floor sales and understanding who is the gatekeeper? Who is the person I need to get on board? And what is the the sort of, risk free offer that I can offer them was where we got our first first customers. How much revenue were you doing in year six? Or not your six month. Your six zero, dude. We quit in month three because what we realized was we were like, alright. We were making, I don't know, tens of thousands of I think we were doing, like, maybe thirty thousand the first month and then a little bit more of the second month. And then by then, it was, like, dude, we were so worn out of the just the process of running a restaurant. And we we kinda had a realization. Like, great. We can keep scaling this, but that means we're gonna have to keep doing this. And it was We were waking up at four in the morning, going to the fish market, staying there till eleven at night because we would do private catherings at night and, doing dishes and then, like, we didn't know anything. Stupid. I didn't realize you should hire people. We just did everything. You were, like, you were, like, looking at your partners one day after work, and you're, like, bail?

11:54

They were, like, Bail.

They were, like, Bail.

11:56

Like, we're out.

Like, we're out.

11:57

We had a realization. We we realized we were in the wrong business. We realized,

We had a realization. We we realized we were in the wrong business. We realized,

12:01

actually, the the the genius of this was the delivery part people actually liked food delivery, but they only ate sushi every couple weeks max. And so we were like, oh, you know what we should do? We've been telling everyone for a year. We're gonna create the next, you know, this chipotle of sushi. Actually, what we should do is just deliver whatever the hell they actually want. They want sandwiches, dude. They want burritos.

actually, the the the genius of this was the delivery part people actually liked food delivery, but they only ate sushi every couple weeks max. And so we were like, oh, you know what we should do? We've been telling everyone for a year. We're gonna create the next, you know, this chipotle of sushi. Actually, what we should do is just deliver whatever the hell they actually want. They want sandwiches, dude. They want burritos.

12:19

So we should just deliver that. That's the business, not the sushi part. And then we're like, alright. I think that's true. Do we wanna do that? I was like, and, you know, we had the smart thing, which was, hey, guys. Maybe the first business idea we ever had in our lives might not be the best one. And, we're still young, and we haven't committed anything to anybody. What if we just switch to a better to a different business altogether?

So we should just deliver that. That's the business, not the sushi part. And then we're like, alright. I think that's true. Do we wanna do that? I was like, and, you know, we had the smart thing, which was, hey, guys. Maybe the first business idea we ever had in our lives might not be the best one. And, we're still young, and we haven't committed anything to anybody. What if we just switch to a better to a different business altogether?

12:40

And I'm so glad we had that conversation because

And I'm so glad we had that conversation because

12:43

most of the time, if something's working, you're making a little bit of money and you've been telling everyone for a year, You just feel like you need to stay consistent with it, and that would have been a terrible decision for us.

most of the time, if something's working, you're making a little bit of money and you've been telling everyone for a year, You just feel like you need to stay consistent with it, and that would have been a terrible decision for us.

12:53

That's hilarious.

That's hilarious.

12:54

Alright. I'll tell you, another one. So I'll skip the book club one, but I'll mention it briefly. I had a book club the anti MBA dot com, and that's how I met Siva. I met Ryan Hoover this way. Some of my best friends, dude, I just put another ad on Craigslist. And I said, I'm an organizing a business book club, and it was just from Craigslist. And I ended up getting ten thousand people signing up to my email By the way, again. Sorry. Can we name these methods? I will call the first one you did either, like,

Alright. I'll tell you, another one. So I'll skip the book club one, but I'll mention it briefly. I had a book club the anti MBA dot com, and that's how I met Siva. I met Ryan Hoover this way. Some of my best friends, dude, I just put another ad on Craigslist. And I said, I'm an organizing a business book club, and it was just from Craigslist. And I ended up getting ten thousand people signing up to my email By the way, again. Sorry. Can we name these methods? I will call the first one you did either, like,

13:21

piggybacking because you piggybacked off Craigslist or, like, host an event maybe. That was the method you did. For mine, it was literally door to door. And, like, don't underestimate the fact that you could just, by brute force, hand to hand combat, go get a hundred customers that way. It'll only take you a few days to do that.

piggybacking because you piggybacked off Craigslist or, like, host an event maybe. That was the method you did. For mine, it was literally door to door. And, like, don't underestimate the fact that you could just, by brute force, hand to hand combat, go get a hundred customers that way. It'll only take you a few days to do that.

13:37

And this third one, you're talking about the book club. We call it, like, the magnet. It it is something different because it wasn't just an event because what you did was you found a bunch of like minded people because it was a filter.

And this third one, you're talking about the book club. We call it, like, the magnet. It it is something different because it wasn't just an event because what you did was you found a bunch of like minded people because it was a filter.

13:49

The only people who wanna do a book club on for, like, biographies and business books

The only people who wanna do a book club on for, like, biographies and business books

13:54

are gonna be the type of business nerds that you wanted to be around that you might create a product for. And so, like, the selective filter where for For one filter. Ninety five percent of people, they're gonna be like, hell no. But five percent there it's a hell yes, because it's, like, so

are gonna be the type of business nerds that you wanted to be around that you might create a product for. And so, like, the selective filter where for For one filter. Ninety five percent of people, they're gonna be like, hell no. But five percent there it's a hell yes, because it's, like, so

14:09

leased to their obsessions. And I think that there's something smart there that's different than just hosting a general event. It's a magnet. The learnings, by the way, for a book club No one reads the book, except me. I was the only one who read the book. I was just, like, teaching the book. Alright. I'll do the second one, though. Alright. So bunk was acquired for a very small sum. And we ended up turning it into an app called roommates. We'll call this methodology

leased to their obsessions. And I think that there's something smart there that's different than just hosting a general event. It's a magnet. The learnings, by the way, for a book club No one reads the book, except me. I was the only one who read the book. I was just, like, teaching the book. Alright. I'll do the second one, though. Alright. So bunk was acquired for a very small sum. And we ended up turning it into an app called roommates. We'll call this methodology

14:30

made to stick, I guess, because I learned this. I one of the books that we read at my book club was called Madistick. It was by Dan Sheath. I think they're experts on, like, Verality.

made to stick, I guess, because I learned this. I one of the books that we read at my book club was called Madistick. It was by Dan Sheath. I think they're experts on, like, Verality.

14:40

And there was something in the book where it talked about

And there was something in the book where it talked about

14:44

I forget exactly the phrase, but it but my takeaway was that phrase I always say niches make riches.

I forget exactly the phrase, but it but my takeaway was that phrase I always say niches make riches.

14:49

And the idea being if you ever see one of these buzzfeed articles,

And the idea being if you ever see one of these buzzfeed articles,

14:54

and it'll be like, fifty ways you fifty reasons why are, Fifty fifty fifty things, only only long islanders will laugh at. Right. Or fifty things, you know, you're an Italian American or fifteen ways you know you're from Saint Louis.

and it'll be like, fifty ways you fifty reasons why are, Fifty fifty fifty things, only only long islanders will laugh at. Right. Or fifty things, you know, you're an Italian American or fifteen ways you know you're from Saint Louis.

15:09

And the thing about those is they don't get a huge amount of traffic

And the thing about those is they don't get a huge amount of traffic

15:14

But the people in Long Island or Saint Louis or who are Italian, they will always click it. They and so the clicky rate is through the roof. And so we didn't have a budget when we launched the app roommates. And so what we did was I stole that that

But the people in Long Island or Saint Louis or who are Italian, they will always click it. They and so the clicky rate is through the roof. And so we didn't have a budget when we launched the app roommates. And so what we did was I stole that that

15:29

that learning And I created we launched in LA Chicago, Boston, New York, San Francisco, five or six cities. And so what we did was we made an infographic where we called it the typical roommates of San Francisco, the typical roommates of LA.

that learning And I created we launched in LA Chicago, Boston, New York, San Francisco, five or six cities. And so what we did was we made an infographic where we called it the typical roommates of San Francisco, the typical roommates of LA.

15:44

And I had never even been to LA or New York or Boston. I'd never even been there. And what we did was each image of the infographic,

And I had never even been to LA or New York or Boston. I'd never even been there. And what we did was each image of the infographic,

15:51

it was eighteen people, I think, or fifteen people.

it was eighteen people, I think, or fifteen people.

15:55

And it said, here's the people from the Marina, which is a neighborhood in San Francisco Cisco. Here's a typical roommate from the Mission, which is the hipster area of San Francisco. And in each thing, we said, where do they shop? And we named

And it said, here's the people from the Marina, which is a neighborhood in San Francisco Cisco. Here's a typical roommate from the Mission, which is the hipster area of San Francisco. And in each thing, we said, where do they shop? And we named

16:10

eight or four different places that they would shop. Where do they eat? What what's a funny quote they would say? And I would read Yelp And I would find out in in, let's say, New York, like, what is a the most reviewed restaurant on Yelp in that area

eight or four different places that they would shop. Where do they eat? What what's a funny quote they would say? And I would read Yelp And I would find out in in, let's say, New York, like, what is a the most reviewed restaurant on Yelp in that area

16:26

and are people making jokes and saying that it's overhyped or whatever, in which stores are the most popular. And then what we did, we made those infographics, and we do we share them out on Facebook and Twitter and, I think, Instagram. I don't even remember where and we tag those restaurants and those stores And most people are like, oh, this is so funny. They totally know us, which we just spill it from y'all, all the jokes. Right? And they ended up sharing it. And we got something like a hundred thousand users just from that infographic, just from those five infographics. And if you Google,

and are people making jokes and saying that it's overhyped or whatever, in which stores are the most popular. And then what we did, we made those infographics, and we do we share them out on Facebook and Twitter and, I think, Instagram. I don't even remember where and we tag those restaurants and those stores And most people are like, oh, this is so funny. They totally know us, which we just spill it from y'all, all the jokes. Right? And they ended up sharing it. And we got something like a hundred thousand users just from that infographic, just from those five infographics. And if you Google,

16:56

you guys can Google

you guys can Google

16:59

Typical roommates of LA, and you'll see Hovington Post or all the local newspapers of those regions shared it, and that's how we got all of our initial customers

Typical roommates of LA, and you'll see Hovington Post or all the local newspapers of those regions shared it, and that's how we got all of our initial customers

17:08

from,

from,

17:09

from those four I remember seeing I remember seeing the San Francisco one. It was really funny. It would be like, like, you're making it sound almost like it was,

from those four I remember seeing I remember seeing the San Francisco one. It was really funny. It would be like, like, you're making it sound almost like it was,

17:16

like,

like,

17:17

like, utilitarian, but it was actually humorous, I thought. Like, it wasn't funny. Yeah. For the shot, it would be, like, the marina, and and then it'd be like, whatever. I I don't remember exactly how you phrase it, but it would be like,

like, utilitarian, but it was actually humorous, I thought. Like, it wasn't funny. Yeah. For the shot, it would be, like, the marina, and and then it'd be like, whatever. I I don't remember exactly how you phrase it, but it would be like,

17:30

here you're gonna find Kelsey

here you're gonna find Kelsey

17:32

is blah, blah, blah, and you would kind of, make fun of them, but also backhanded compliment them. And then you would say, like, you know, the upside,

is blah, blah, blah, and you would kind of, make fun of them, but also backhanded compliment them. And then you would say, like, you know, the upside,

17:40

you'll, you know, you'll always have, you know, lululemon around the house, the downside blah blah blah. And you would, like, kind of poke fun at them. And because of that,

you'll, you know, you'll always have, you know, lululemon around the house, the downside blah blah blah. And you would, like, kind of poke fun at them. And because of that,

17:48

everybody shared it because for your own neighborhood, they'd be, like, that's still me. That's so true. That's so us. Oh my god. This is you. And then for others that they didn't like the other neighborhoods,

everybody shared it because for your own neighborhood, they'd be, like, that's still me. That's so true. That's so us. Oh my god. This is you. And then for others that they didn't like the other neighborhoods,

17:58

same thing. Alright? It was, like, kind of, like, our team versus their team. And so you a lot of people shared this thing. I was living in San Francisco at the time. I remember seeing that right when I actually moved there, and I was like, this is actually quite it was useful. Because it's it's not info you really found anywhere else either. Like, Right. It was, like, supposed to be, like, say this. The real the real take. So here's an example. This is Rigglyville in Chicago. I've never even been there. But it's an image of a broy looking guy who, I guess, went to Indiana University, and he's wearing a cub shirt. It said average one bedroom rent, average two bedroom rent,

same thing. Alright? It was, like, kind of, like, our team versus their team. And so you a lot of people shared this thing. I was living in San Francisco at the time. I remember seeing that right when I actually moved there, and I was like, this is actually quite it was useful. Because it's it's not info you really found anywhere else either. Like, Right. It was, like, supposed to be, like, say this. The real the real take. So here's an example. This is Rigglyville in Chicago. I've never even been there. But it's an image of a broy looking guy who, I guess, went to Indiana University, and he's wearing a cub shirt. It said average one bedroom rent, average two bedroom rent,

18:28

Here's how much you would say if you had a roommate and it says three hundred and ten dollars per month or twenty Merkel's fishbowls. Which I guess is like a restaurant in that area. Or it would say,

Here's how much you would say if you had a roommate and it says three hundred and ten dollars per month or twenty Merkel's fishbowls. Which I guess is like a restaurant in that area. Or it would say,

18:39

avoids

avoids

18:40

Pilsen and Anderson Bill. It creates like the tribe thing. Those are other neighborhoods, occupation,

Pilsen and Anderson Bill. It creates like the tribe thing. Those are other neighborhoods, occupation,

18:45

a PE teacher, or a weekend bartender at deuces.

a PE teacher, or a weekend bartender at deuces.

18:48

You'll probably find them at rig wriggly field rooftops, crushing old styles or doing seventeen shots of fireball.

You'll probably find them at rig wriggly field rooftops, crushing old styles or doing seventeen shots of fireball.

18:55

Secret spot, the back bar at of the stretch trying to get the waitress to play, find the water or calling everyone boss.

Secret spot, the back bar at of the stretch trying to get the waitress to play, find the water or calling everyone boss.

19:02

Should they say, hey, bro, wanna shot ski? So, like, things like that where we would make fun of people. But you'll notice we name as many brands as possible. The name of the game was thrown as many brands as possible, and those are the

Should they say, hey, bro, wanna shot ski? So, like, things like that where we would make fun of people. But you'll notice we name as many brands as possible. The name of the game was thrown as many brands as possible, and those are the

19:14

people who share. And that is how we got I forget exactly how many users we had, but I remember I got paid on how many swipes people did. And they were swiping millions and millions and millions of times. Right. So that's how we got, that's how we got traffic and users to the app roommates.

people who share. And that is how we got I forget exactly how many users we had, but I remember I got paid on how many swipes people did. And they were swiping millions and millions and millions of times. Right. So that's how we got, that's how we got traffic and users to the app roommates.

19:31

Alright. I'm gonna tell you, I'm going in order my next business was a biotech business in Australia that,

Alright. I'm gonna tell you, I'm going in order my next business was a biotech business in Australia that,

19:38

go to Australia. Now biotech is a very, like,

go to Australia. Now biotech is a very, like,

19:41

Like, we're talking about, like, scrappy startup stories. Like, how do you get somebody to download an app? How do you get somebody to, like, order food? Biotech is, like, science.

Like, we're talking about, like, scrappy startup stories. Like, how do you get somebody to download an app? How do you get somebody to, like, order food? Biotech is, like, science.

19:49

And people in You just go to Ali and you're like, Hey, man. Who's their needle? Do you,

And people in You just go to Ali and you're like, Hey, man. Who's their needle? Do you,

19:54

wanna try? Well, it wasn't, like, human body biotech. It was basically energy, clean energy. So the idea was our our technology was there's coal that's underground And people think coal is real dirty because if you mine it, you bring it up to the surface and you burn it, yes, it is very, like, bad for the environment. However,

wanna try? Well, it wasn't, like, human body biotech. It was basically energy, clean energy. So the idea was our our technology was there's coal that's underground And people think coal is real dirty because if you mine it, you bring it up to the surface and you burn it, yes, it is very, like, bad for the environment. However,

20:11

Our technology was this thing where you don't have to mine it, so you don't have to bring it out of the ground, and you don't have to burn it. Instead, what you do is you pump little microbes into the ground, little naturally occurring microbes.

Our technology was this thing where you don't have to mine it, so you don't have to bring it out of the ground, and you don't have to burn it. Instead, what you do is you pump little microbes into the ground, little naturally occurring microbes.

20:22

And their natural feeding is basically they eat the coal. They they basically decompose the coal, essentially, there's, like, the e coli may fart out natural gas. So their natural metabolism of it will release natural gas, which then bubbles back up to the to your pipe in the surface.

And their natural feeding is basically they eat the coal. They they basically decompose the coal, essentially, there's, like, the e coli may fart out natural gas. So their natural metabolism of it will release natural gas, which then bubbles back up to the to your pipe in the surface.

20:36

And, boom, do you have a flare of that Was this like a company? Like a big company? Yeah. It was it was a company. It was a startup company. So, basically, this the backstory was

And, boom, do you have a flare of that Was this like a company? Like a big company? Yeah. It was it was a company. It was a startup company. So, basically, this the backstory was

20:44

this guy in the United States, the scientists in the United States had been had gotten forty million dollars of government funding

this guy in the United States, the scientists in the United States had been had gotten forty million dollars of government funding

20:50

to

to

20:51

develop microbes that would, decompose ammunition.

develop microbes that would, decompose ammunition.

20:54

Because the government had,

Because the government had,

20:56

there's wars all around the world. And part of the, like,

there's wars all around the world. And part of the, like,

20:59

the environmental cleanup they had to do as part of the wars was they needed something that would decompose a lot of the ammunition and the the the waste product of the wars.

the environmental cleanup they had to do as part of the wars was they needed something that would decompose a lot of the ammunition and the the the waste product of the wars.

21:07

And so what happened was somebody realized, you know, the guy who the CEO of our company realized Hey, ammunition actually has a very similar composition to coal. I wonder if these bugs could decompose coal.

And so what happened was somebody realized, you know, the guy who the CEO of our company realized Hey, ammunition actually has a very similar composition to coal. I wonder if these bugs could decompose coal.

21:18

And so but it was speculative. And we didn't know if it would work. It worked in the lab, will it work in the field? Now

And so but it was speculative. And we didn't know if it would work. It worked in the lab, will it work in the field? Now

21:24

what are you gonna do here to get your first customers? Right? To get a customer, you need somebody that has owns, like, land that has coal. You have to have permits.

what are you gonna do here to get your first customers? Right? To get a customer, you need somebody that has owns, like, land that has coal. You have to have permits.

21:33

They have to let you, like, go do shit on their land. How is this gonna happen? It's like so much friction.

They have to let you, like, go do shit on their land. How is this gonna happen? It's like so much friction.

21:38

What we did was what I'll call the method of the no risk offer.

What we did was what I'll call the method of the no risk offer.

21:41

So what we did was we would go to we we said, who needs this the most? And we said, well,

So what we did was we would go to we we said, who needs this the most? And we said, well,

21:46

It can't be somebody that actually values their coal because we're gonna go and we don't have the money to go buy this coal. Like, we can't buy the land from them. Like, if you own land with a bunch of you know, coal that's basically, like, fuel. Like, that's very valuable property. So we said we need to go to people that have stranded coal. Meaning, they have coal that Mining it would be uneconomic. It'd be too deep. It'd be too gnarly the way the the ground structure is. So there is coal, but, like, it's not good for mining. And so we got really tight on basically finding some for somebody for whom this was excess capacity.

It can't be somebody that actually values their coal because we're gonna go and we don't have the money to go buy this coal. Like, we can't buy the land from them. Like, if you own land with a bunch of you know, coal that's basically, like, fuel. Like, that's very valuable property. So we said we need to go to people that have stranded coal. Meaning, they have coal that Mining it would be uneconomic. It'd be too deep. It'd be too gnarly the way the the ground structure is. So there is coal, but, like, it's not good for mining. And so we got really tight on basically finding some for somebody for whom this was excess capacity.

22:15

And I think they are, like, Airbnb, that's what they did. Right? They sold excess rooms, excess space in your house. So we had took that same method. We said, how do we make a no risk offer? So we went to them and we said, look, you're sitting on a bunch of coal.

And I think they are, like, Airbnb, that's what they did. Right? They sold excess rooms, excess space in your house. So we had took that same method. We said, how do we make a no risk offer? So we went to them and we said, look, you're sitting on a bunch of coal.

22:28

What's that? Like, who's a an example person? The land owner. We would find we would do a geographic we looked at the geographic survey. We would find where the stranded coal was, meaning coal, that's not economic to be mined. Then we would go figure out from the property, like, records who owns that? We would go knock on their door. We'd say, did you know you're sitting on a bunch of coal and they'd be like, yeah, but, like, you can't really mine it. We did a feasibility study. Didn't work. And we would say, great. What if I told you there was a way that you could make this many dollars per square foot

What's that? Like, who's a an example person? The land owner. We would find we would do a geographic we looked at the geographic survey. We would find where the stranded coal was, meaning coal, that's not economic to be mined. Then we would go figure out from the property, like, records who owns that? We would go knock on their door. We'd say, did you know you're sitting on a bunch of coal and they'd be like, yeah, but, like, you can't really mine it. We did a feasibility study. Didn't work. And we would say, great. What if I told you there was a way that you could make this many dollars per square foot

22:55

without mining the coal.

without mining the coal.

22:57

Yeah. I'm interested. Okay. Tell me more. And we said, well, look, we have this technology, but, you know, obviously, we need to to prove it It'll only take us this much space, and here's the deal.

Yeah. I'm interested. Okay. Tell me more. And we said, well, look, we have this technology, but, you know, obviously, we need to to prove it It'll only take us this much space, and here's the deal.

23:07

We will do this all at our cost to do this whole method, cost you nothing,

We will do this all at our cost to do this whole method, cost you nothing,

23:13

And

And

23:14

but if it works, we wanna share the upside.

but if it works, we wanna share the upside.

23:17

And they were like, okay. So

And they were like, okay. So

23:20

you might make my land way more valuable.

you might make my land way more valuable.

23:23

I only pay you if you do it. And if I don't if it doesn't work, I'm out I'm out nothing, deal. And so we would throw in a tray of sushi.

I only pay you if you do it. And if I don't if it doesn't work, I'm out I'm out nothing, deal. And so we would throw in a tray of sushi.

23:31

Exactly. It's something we were able to do this. Now this is something that this is also how Alex Ramosi did his gym launch thing. If you listen to his story, what he would do is he'd go to the gym owners. You'd say,

Exactly. It's something we were able to do this. Now this is something that this is also how Alex Ramosi did his gym launch thing. If you listen to his story, what he would do is he'd go to the gym owners. You'd say,

23:41

you know, I have a marketing program. They're like, I don't wanna buy it. We tried a bunch of marketing things. I don't I don't have enough money money anyways to go do this I'm not gonna buy your marketing program for ten thousand dollars. So he reworked his offer, and he was like, how about this? If I don't increase, I will I will increase your sales by a hundred thousand dollars using my marketing method. And all I say is that anything we any of the incremental revenue we bring in, we get to keep whatever, fifteen percent.

you know, I have a marketing program. They're like, I don't wanna buy it. We tried a bunch of marketing things. I don't I don't have enough money money anyways to go do this I'm not gonna buy your marketing program for ten thousand dollars. So he reworked his offer, and he was like, how about this? If I don't increase, I will I will increase your sales by a hundred thousand dollars using my marketing method. And all I say is that anything we any of the incremental revenue we bring in, we get to keep whatever, fifteen percent.

24:05

It's like, okay. So you keep fifteen percent, but, like, you don't get anything if if you don't raise my my revenue. It's like, yeah. We if we don't raise your revenue by X, we get nothing. No brainer. Hormoza did her no no brainer offer. Main Street did the same thing really fast in the tech start up community by saying,

It's like, okay. So you keep fifteen percent, but, like, you don't get anything if if you don't raise my my revenue. It's like, yeah. We if we don't raise your revenue by X, we get nothing. No brainer. Hormoza did her no no brainer offer. Main Street did the same thing really fast in the tech start up community by saying,

24:19

Hey. There's r and d tax credits available. We will do it for you. We keep twenty percent or twenty five percent of all this all the extra tax credits you get. You're not gonna do this anyways. So it's just free money for you.

Hey. There's r and d tax credits available. We will do it for you. We keep twenty percent or twenty five percent of all this all the extra tax credits you get. You're not gonna do this anyways. So it's just free money for you.

24:30

And so a lot of people use this, there's no risk offer method. And I think that's a very, very fast way to bypass one of the hardest parts is if you're a new company, which is you have no relationships. Nobody trusts you. Nobody you have no track record. So you need to offer them something that has, like, zero downside and only upside. How many customers did you get doing that?

And so a lot of people use this, there's no risk offer method. And I think that's a very, very fast way to bypass one of the hardest parts is if you're a new company, which is you have no relationships. Nobody trusts you. Nobody you have no track record. So you need to offer them something that has, like, zero downside and only upside. How many customers did you get doing that?

24:49

Well, ironically, what ended up happening was we had, like, five interested customers, and then one of them was like, hey, hey, hey,

Well, ironically, what ended up happening was we had, like, five interested customers, and then one of them was like, hey, hey, hey,

24:55

If you're gonna do this, I want I wanna own this technology. Like, if it sound like, basically, don't go to my competitors with this offer. Like, they're gonna then they're gonna have, you know, all this benefit.

If you're gonna do this, I want I wanna own this technology. Like, if it sound like, basically, don't go to my competitors with this offer. Like, they're gonna then they're gonna have, you know, all this benefit.

25:05

I want this. And so then they they came back later, and they renegotiated the deal. And they said, how about this? We'll give you five million dollars and the land, and we'll do the permitting for you.

I want this. And so then they they came back later, and they renegotiated the deal. And they said, how about this? We'll give you five million dollars and the land, and we'll do the permitting for you.

25:16

But and then we're like, okay.

But and then we're like, okay.

25:18

What's the catch? And they're like, the catch is if this works, we wanna be able to buy fifty percent of the technology for fifty million.

What's the catch? And they're like, the catch is if this works, we wanna be able to buy fifty percent of the technology for fifty million.

25:25

And then we were like, alright. Fine deals. Like, that's you know, this business is so freaking hard. Let's try And, in the end, I don't think it ever ended up working, or I'm not sure what actually happened because I left after that deal was signed. I was like, oh, it turns out microbiomes

And then we were like, alright. Fine deals. Like, that's you know, this business is so freaking hard. Let's try And, in the end, I don't think it ever ended up working, or I'm not sure what actually happened because I left after that deal was signed. I was like, oh, it turns out microbiomes

25:37

microbiomes don't even like charcoal. So it turns out that they didn't even work in the lab, but it's like it I think it would turn out to be kind of expensive. Or what actually happened is field trouble was gonna take five years to do. I wasn't gonna sit around and wait till the to the conclusion of this. And so I think what happened was, like, the guy who said yes got fired or took another job, the next guy who came in was like, oh, I don't know. I don't wanna fund this, and I have no idea what happened. It's kinda died on the vine. But you got the customers, and that's the point of the episode. Yeah. We go. Exactly.

microbiomes don't even like charcoal. So it turns out that they didn't even work in the lab, but it's like it I think it would turn out to be kind of expensive. Or what actually happened is field trouble was gonna take five years to do. I wasn't gonna sit around and wait till the to the conclusion of this. And so I think what happened was, like, the guy who said yes got fired or took another job, the next guy who came in was like, oh, I don't know. I don't wanna fund this, and I have no idea what happened. It's kinda died on the vine. But you got the customers, and that's the point of the episode. Yeah. We go. Exactly.

26:04

The subsequent failure is irrelevant. Okay? Yeah. That doesn't matter. Alright. My next one

The subsequent failure is irrelevant. Okay? Yeah. That doesn't matter. Alright. My next one

26:10

So,

So,

26:11

I started

I started

26:12

a conference series called Husslecog.

a conference series called Husslecog.

26:15

I ended up hosting this event maybe four or five times

I ended up hosting this event maybe four or five times

26:19

The first time I hosted it, I decided to host it in May, and I think it went,

The first time I hosted it, I decided to host it in May, and I think it went,

26:25

the event happened in July.

the event happened in July.

26:28

July one or July fifteenth, but I had roughly six weeks between deciding to do it and it happening.

July one or July fifteenth, but I had roughly six weeks between deciding to do it and it happening.

26:34

And I think I made sixty grand in revenue, and I think fifty thousand in profit.

And I think I made sixty grand in revenue, and I think fifty thousand in profit.

26:39

The next year, I think it was something like a hundred and eighty grand in revenue, and my costs were only twenty grand. So whatever that is, that's what I made. And then I did it again. And I think I made, like, a quarter of a million in revenue and, like, two hundred thousand in profit.

The next year, I think it was something like a hundred and eighty grand in revenue, and my costs were only twenty grand. So whatever that is, that's what I made. And then I did it again. And I think I made, like, a quarter of a million in revenue and, like, two hundred thousand in profit.

26:54

And then we hosted a bunch more events. Peak did, like, six hundred k. Right?

And then we hosted a bunch more events. Peak did, like, six hundred k. Right?

26:58

Yeah. It it made, each event was doing, like, a couple times, we got close to a million. And I made a ton of mistakes. The biggest mistake I made is I made it like a ted event, not like a trade show. Had I made it like a trade show probably could have made tens of millions per event, but I just didn't know what I was doing. And I also charged, like, three hundred dollars to a tennis event. So I screwed up the business, but I did get a lot of hype right away. And the way that I got hype was I actually found one of my old posts.

Yeah. It it made, each event was doing, like, a couple times, we got close to a million. And I made a ton of mistakes. The biggest mistake I made is I made it like a ted event, not like a trade show. Had I made it like a trade show probably could have made tens of millions per event, but I just didn't know what I was doing. And I also charged, like, three hundred dollars to a tennis event. So I screwed up the business, but I did get a lot of hype right away. And the way that I got hype was I actually found one of my old posts.

27:25

I would, this one is on priceonomics. So this guy Rohan

I would, this one is on priceonomics. So this guy Rohan

27:30

Rohint, he has a blog called priceonomics. And at the time, they were, like, the best bloggers out there. He was such a good blogger, and he would go viral all the time. So he was of talk on content marketing.

Rohint, he has a blog called priceonomics. And at the time, they were, like, the best bloggers out there. He was such a good blogger, and he would go viral all the time. So he was of talk on content marketing.

27:40

And what I would do is I think I had eight speakers.

And what I would do is I think I had eight speakers.

27:43

I wrote a blog post every Tuesday and Thursday on each speaker And I would go to hacker news, and I would go to Reddit, and I would figure out which sub reddits would this article

I wrote a blog post every Tuesday and Thursday on each speaker And I would go to hacker news, and I would go to Reddit, and I would figure out which sub reddits would this article

27:54

fit best in. And then later on, in my second thing, I'm gonna talk about after you go is I ended up eventually

fit best in. And then later on, in my second thing, I'm gonna talk about after you go is I ended up eventually

28:00

writing blog posts specifically that would get get popular in Reddit or on Reddit.

writing blog posts specifically that would get get popular in Reddit or on Reddit.

28:06

In different, like, sub reddits. But at this point, I hadn't figured that out. And so right away, I think on the first day of business, I think I got a thousand people to come

In different, like, sub reddits. But at this point, I hadn't figured that out. And so right away, I think on the first day of business, I think I got a thousand people to come

28:16

to the website. And then after that, it would go to, like, one thousand to five thousand on any given day. And you would go to the website

to the website. And then after that, it would go to, like, one thousand to five thousand on any given day. And you would go to the website

28:23

you know, it'd say a a funny pop up that I would get your attention, and I would say, give me your email. And the hustle con dot com, you couldn't even purchase ticket unless you gave me your email. You couldn't even see all of the details. And so I would get people's email, and I would subsequently,

you know, it'd say a a funny pop up that I would get your attention, and I would say, give me your email. And the hustle con dot com, you couldn't even purchase ticket unless you gave me your email. You couldn't even see all of the details. And so I would get people's email, and I would subsequently,

28:37

like, the way I had it set up was, I would write blog post number one, put it on Reddit, blog post number two, put it on Reddit. The traffic comes. I collect their email, When I get their email, they go into a cycle where they get sent blog post number one. That may get blog post number two. And then I would keep writing blog post number three, number four, five, and I would keep emailing it to the past people. So it was, like, cycle. And those people would share just a little bit, and that's how I eventually got two, three, four, five thousand people coming to the website. And I did another thing where I made the speaker look like a hero. So it was, like, a glowing article about them, and they would share it within their company, and that each employee would share it to be proud.

like, the way I had it set up was, I would write blog post number one, put it on Reddit, blog post number two, put it on Reddit. The traffic comes. I collect their email, When I get their email, they go into a cycle where they get sent blog post number one. That may get blog post number two. And then I would keep writing blog post number three, number four, five, and I would keep emailing it to the past people. So it was, like, cycle. And those people would share just a little bit, and that's how I eventually got two, three, four, five thousand people coming to the website. And I did another thing where I made the speaker look like a hero. So it was, like, a glowing article about them, and they would share it within their company, and that each employee would share it to be proud.

29:16

And that's how I got two, three, four, five thousand people. And I think

And that's how I got two, three, four, five thousand people. And I think

29:22

I think the email list I if you Google,

I think the email list I if you Google,

29:26

hustlecon,

hustlecon,

29:26

nev blogs, my friend, Neville Madora, nev,

nev blogs, my friend, Neville Madora, nev,

29:30

b l o g, He wrote a blog post about how I made sixty grand in, like, six weeks, and I list all the blog posts and emails that I sent. And that's originally,

b l o g, He wrote a blog post about how I made sixty grand in, like, six weeks, and I list all the blog posts and emails that I sent. And that's originally,

29:40

how we got our first,

how we got our first,

29:42

I think, ten thousand email subscribers,

I think, ten thousand email subscribers,

29:45

is just doing that blogging. And and and when I say we, I mean, me, in my kitchen,

is just doing that blogging. And and and when I say we, I mean, me, in my kitchen,

29:50

just like doing this in my crappy San Francisco apartment.

just like doing this in my crappy San Francisco apartment.

29:54

That's yeah. That's great. I remember reading those blog They're really good. I highly suggest you go read those.

That's yeah. That's great. I remember reading those blog They're really good. I highly suggest you go read those.

30:00

They're detailed and specific, and you literally have screenshots of what you wrote in certain emails, and I think that's really cool to go see. I like when people share those specifics.

They're detailed and specific, and you literally have screenshots of what you wrote in certain emails, and I think that's really cool to go see. I like when people share those specifics.

30:11

But would you hear that?

But would you hear that?

30:14

You hear that? That's no.

You hear that? That's no.

30:16

Dude, that's the that's the thrill of the shill.

Dude, that's the that's the thrill of the shill.

30:21

I got somebody out of pause. I thought we had a pause. I was like, wait, what?

I got somebody out of pause. I thought we had a pause. I was like, wait, what?

30:26

Alright. You've got ninety seconds to to to thrill me. Alright. But those who don't remember the thrill of this show is where we show a thing, but The way we do it is with value. We do it with we by we by entertaining it with a little bit of story. So I was gonna talk to you about Shepard, but the way I did it was I asked Marshall, I go, yo, when you launch this This is now a business that is

Alright. You've got ninety seconds to to to thrill me. Alright. But those who don't remember the thrill of this show is where we show a thing, but The way we do it is with value. We do it with we by we by entertaining it with a little bit of story. So I was gonna talk to you about Shepard, but the way I did it was I asked Marshall, I go, yo, when you launch this This is now a business that is

30:45

coming up on, like, I I guess I really should say, but millions of dollars a profit a year. So a very, very, very healthy business. How low are they? Four years?

coming up on, like, I I guess I really should say, but millions of dollars a profit a year. So a very, very, very healthy business. How low are they? Four years?

30:53

Yeah, like, less than four years old. So, in less than four years getting to, you know, basically eight figures in profit profit, not revenue profit. So anyways, I was, like, dude. I'm doing this episode about how you got your first hundred customers. What did you do for for shepherding? He goes,

Yeah, like, less than four years old. So, in less than four years getting to, you know, basically eight figures in profit profit, not revenue profit. So anyways, I was, like, dude. I'm doing this episode about how you got your first hundred customers. What did you do for for shepherding? He goes,

31:08

he goes, well, I did a couple of things, but he's like, what I did was I he's linked me to the tweet. So he did three, like, three or four steps in a row. So tweet one, I'll show this on the screen. He just goes, I'm launching a new business tomorrow and then did the

he goes, well, I did a couple of things, but he's like, what I did was I he's linked me to the tweet. So he did three, like, three or four steps in a row. So tweet one, I'll show this on the screen. He just goes, I'm launching a new business tomorrow and then did the

31:21

sign emoji, and they said, hint, it's an agency. And he had a small Twitter following about ten thousand followers at the time.

sign emoji, and they said, hint, it's an agency. And he had a small Twitter following about ten thousand followers at the time.

31:28

Not like a huge mega influencer, but enough. And that that post itself has three hundred fifty likes. So that post itself probably got a bunch of people being curious, giving inbound. And then he did next is, like, I'm gonna explain it on my newsletter. So he goes to a newsletter and he writes this post, and he goes,

Not like a huge mega influencer, but enough. And that that post itself has three hundred fifty likes. So that post itself probably got a bunch of people being curious, giving inbound. And then he did next is, like, I'm gonna explain it on my newsletter. So he goes to a newsletter and he writes this post, and he goes,

31:42

damn, I'm launching this new business. But let me tell you a story. And he goes, A few years ago, my business is struggling. Here's why. So it does what I call the personal story tactic, which is instead of pitching

damn, I'm launching this new business. But let me tell you a story. And he goes, A few years ago, my business is struggling. Here's why. So it does what I call the personal story tactic, which is instead of pitching

31:52

the solution that you've made, you pitch the problem that you had. And tell a personal story where you reveal some information, you do some vulnerability, and hopefully other people resonate with the problem that you had. So he goes,

the solution that you've made, you pitch the problem that you had. And tell a personal story where you reveal some information, you do some vulnerability, and hopefully other people resonate with the problem that you had. So he goes,

32:04

my business was was doing good. And he's like, but I, alright. So he's like, I had this business. It was kinda struggling. I was working all the time, but we never really had any profits. I have realized

my business was was doing good. And he's like, but I, alright. So he's like, I had this business. It was kinda struggling. I was working all the time, but we never really had any profits. I have realized

32:14

I I always thought I could solve the problem with growth. And then finally one day, I was like, maybe I should try to lower my cost. I didn't really know what to do. So I looked for where could I lower my cost? It goes, I heard about a guy who had hired somebody in the Philippines for less than a thousand dollars a month. Meanwhile, I was paying somebody five thousand for the same service. So I did it. I did another one. Here's a picture of me in the Philippines. We, you know, we went out and met them because I was so amazed at how this worked. He goes. And so then that became my secret hiring overseas. And so now all of a sudden I went from profit margin of zero to profit margin of whatever fifteen percent. And that made the difference between the business sucking to business being good. So I started doing this for a few friends just for fun. Finally decided I'm gonna make a business called supportchepper dot com to help you find equip

I I always thought I could solve the problem with growth. And then finally one day, I was like, maybe I should try to lower my cost. I didn't really know what to do. So I looked for where could I lower my cost? It goes, I heard about a guy who had hired somebody in the Philippines for less than a thousand dollars a month. Meanwhile, I was paying somebody five thousand for the same service. So I did it. I did another one. Here's a picture of me in the Philippines. We, you know, we went out and met them because I was so amazed at how this worked. He goes. And so then that became my secret hiring overseas. And so now all of a sudden I went from profit margin of zero to profit margin of whatever fifteen percent. And that made the difference between the business sucking to business being good. So I started doing this for a few friends just for fun. Finally decided I'm gonna make a business called supportchepper dot com to help you find equip

32:53

amazing employees are eighty percent less than the US equivalent. It goes blah blah blah. And then he sent me the screenshot. We could show this on the screen. So this newsletter went to twelve thousand people.

amazing employees are eighty percent less than the US equivalent. It goes blah blah blah. And then he sent me the screenshot. We could show this on the screen. So this newsletter went to twelve thousand people.

33:03

It had an eleven percent click rate, which is the power of a story versus an ad. And normally,

It had an eleven percent click rate, which is the power of a story versus an ad. And normally,

33:09

an ad would get, like, a one to three percent clickbait. Exactly. So this is ten times better. Why is it ten times better? Because, again, he kinda opened up the kimono and told story. So to support Shepard dot com, it says a thirteen hundred people clicked that link. And then that's where he got, you know, you can even assume even, like, a three percent conversion on thirteen hundred people is gonna get you, you know, your whatever, your, I don't know, math, but, like, let's say your first twenty, thirty customers to get the ball rolling. And for a business like this where each customer's worth thousands of dollars,

an ad would get, like, a one to three percent clickbait. Exactly. So this is ten times better. Why is it ten times better? Because, again, he kinda opened up the kimono and told story. So to support Shepard dot com, it says a thirteen hundred people clicked that link. And then that's where he got, you know, you can even assume even, like, a three percent conversion on thirteen hundred people is gonna get you, you know, your whatever, your, I don't know, math, but, like, let's say your first twenty, thirty customers to get the ball rolling. And for a business like this where each customer's worth thousands of dollars,

33:36

that was enough to to sort of really actually move the needle. And then what he did was he just kept doing the same thing. And so if you wanna hire people, go use shepherd. That's really the the shill, but I actually like this method a lot. I remember that Ryan Hoover did this amazingly with product hunt also. I remember him doing this. So he did the hand to hand combat where every morning He would go to Phil's Coffee in San Francisco at, like, five or six in the morning. And for the first three hours of the day, all he would do would be reply to people tweets. So anytime somebody said about something about product hunt, he would reply personally. Anytime somebody mentioned a cool product, he would be like, that's awesome. Do you wanna post that on product hunt? I gave you access.

that was enough to to sort of really actually move the needle. And then what he did was he just kept doing the same thing. And so if you wanna hire people, go use shepherd. That's really the the shill, but I actually like this method a lot. I remember that Ryan Hoover did this amazingly with product hunt also. I remember him doing this. So he did the hand to hand combat where every morning He would go to Phil's Coffee in San Francisco at, like, five or six in the morning. And for the first three hours of the day, all he would do would be reply to people tweets. So anytime somebody said about something about product hunt, he would reply personally. Anytime somebody mentioned a cool product, he would be like, that's awesome. Do you wanna post that on product hunt? I gave you access.

34:14

And he would he would manually brute force do this in the morning, but then he would go and he would go to fast company and say, Hey, do you wanna cover product hunt? And they're like, I never heard of it. No. So he's like, damn, I really wanna get press, but I can't,

And he would he would manually brute force do this in the morning, but then he would go and he would go to fast company and say, Hey, do you wanna cover product hunt? And they're like, I never heard of it. No. So he's like, damn, I really wanna get press, but I can't,

34:26

they're not they don't wanna talk about products, and it's not sexy enough. So then instead what he did was he would go to a fast company, he would say, hey, I signed up a thousand customers for my side project in the weekend.

they're not they don't wanna talk about products, and it's not sexy enough. So then instead what he did was he would go to a fast company, he would say, hey, I signed up a thousand customers for my side project in the weekend.

34:37

Can I tell you how we did it? And I wrote this blog post. It's already written in this Google doc. Will you guys run this and as a guest post? And then if you go look, product that has a bunch of posts that he wrote.

Can I tell you how we did it? And I wrote this blog post. It's already written in this Google doc. Will you guys run this and as a guest post? And then if you go look, product that has a bunch of posts that he wrote.

34:50

And so it was, like, he would get to a hundred customers, then he would write the post of how he got to a hundred customers. Get that posted somewhere on indie hackers or whatever. That would get him to a thousand. Then he would go write the post of how I got to a thousand because he's like the generically interesting story. People aren't that interested in product hunt. But they are interested in how a guy can bootstrap his side hustle to a thousand customers in a week, and he did the work for them. He did the work for them. And so, again, it was a no brainer offer to to basically say, hey, it's written. Do you wanna run this or should I go, you know, I I like fasting update. You guys should run this. If not, I'll I'll guess I'll go ask somebody else. And that that method I saw was something somebody else did that worked really well. Alright. Solid's the real of the show. Good job. You forgot the call to action. Join shepherd dot com. Support shepherd dot com. Support shepherd dot com. Alright. What's your, what's your next one? Okay. So my next one, I call pissing in the pond.

And so it was, like, he would get to a hundred customers, then he would write the post of how he got to a hundred customers. Get that posted somewhere on indie hackers or whatever. That would get him to a thousand. Then he would go write the post of how I got to a thousand because he's like the generically interesting story. People aren't that interested in product hunt. But they are interested in how a guy can bootstrap his side hustle to a thousand customers in a week, and he did the work for them. He did the work for them. And so, again, it was a no brainer offer to to basically say, hey, it's written. Do you wanna run this or should I go, you know, I I like fasting update. You guys should run this. If not, I'll I'll guess I'll go ask somebody else. And that that method I saw was something somebody else did that worked really well. Alright. Solid's the real of the show. Good job. You forgot the call to action. Join shepherd dot com. Support shepherd dot com. Support shepherd dot com. Alright. What's your, what's your next one? Okay. So my next one, I call pissing in the pond.

35:40

And pissing in the pond is as good of a method as it sounds like. So what you wanna do like, you said like a horrible method.

And pissing in the pond is as good of a method as it sounds like. So what you wanna do like, you said like a horrible method.

35:48

There's riches and niches, Similarly, what you wanna do is not try to boil the ocean.

There's riches and niches, Similarly, what you wanna do is not try to boil the ocean.

35:53

Bad phrase, you wanna piss in the pond. Okay. So boiling the ocean is when you go try to get the markets care about what you're doing. Doesn't really work. What you wanna do is say, alright,

Bad phrase, you wanna piss in the pond. Okay. So boiling the ocean is when you go try to get the markets care about what you're doing. Doesn't really work. What you wanna do is say, alright,

36:03

I'm small anyways. To me, when I have no customers,

I'm small anyways. To me, when I have no customers,

36:07

ten customers is a big win. Hundred customers is a a phenomenal win. And so where can I go that is small, but hyper obsessed? And so

ten customers is a big win. Hundred customers is a a phenomenal win. And so where can I go that is small, but hyper obsessed? And so

36:16

What we did when we launched our e commerce brand was we know we knew that there were Facebook groups dedicated

What we did when we launched our e commerce brand was we know we knew that there were Facebook groups dedicated

36:23

to literally like comparing products in our niche. These weren't big. Right? They're maybe

to literally like comparing products in our niche. These weren't big. Right? They're maybe

36:29

five thousand people total. And this is, like, in Facebook. Yeah. I was, like, that's a that's kind of a small overall Facebook group. And what we would do is we'd go there and we would do the Marshall thing. Just like he did with Shepard, we would go tell our story, which was why we started this brand. So instead of saying buy our product, we would say,

five thousand people total. And this is, like, in Facebook. Yeah. I was, like, that's a that's kind of a small overall Facebook group. And what we would do is we'd go there and we would do the Marshall thing. Just like he did with Shepard, we would go tell our story, which was why we started this brand. So instead of saying buy our product, we would say,

36:44

hey, y'all wanted to share my story, the ups and downs that's gone over the last six months trying to launch a brand that does this. And then we would share, like, here were some of the ups we had. Here were some of the downs we had when we got screwed or we got scammed or we were so naive. And people really started rooting for us, and you could get people to root for you.

hey, y'all wanted to share my story, the ups and downs that's gone over the last six months trying to launch a brand that does this. And then we would share, like, here were some of the ups we had. Here were some of the downs we had when we got screwed or we got scammed or we were so naive. And people really started rooting for us, and you could get people to root for you.

37:02

And so that's how we for my ecomm biz, we did I think,

And so that's how we for my ecomm biz, we did I think,

37:06

thirty thousand in month one in in revenue, about, I think, twenty eight thousand specifically.

thirty thousand in month one in in revenue, about, I think, twenty eight thousand specifically.

37:12

And our ad spend was only maybe five hundred or a thousand We did try ads, but most of the the revenue that first month came from this group. And this was really good because

And our ad spend was only maybe five hundred or a thousand We did try ads, but most of the the revenue that first month came from this group. And this was really good because

37:22

Who those hundred customers are actually matters. And if you can get a hundred hundred of the hyper obsessed people of a niche, to actually give a shit about you and know about you. They are the ones who spread the word. They are the ones that other people look to for recommendations, and so it's actually quite valuable to go get to go piss in that pond. And so you go to that group. And the way you do it that's acceptable where you're making the water warmer, not uncomfortable is you tell a story of the ups and the downs you've had trying to build something cool in this space, why you started, what worked for you, what didn't work for you, some of the big mistakes you made, and people will then root for you because you're the underdog.

Who those hundred customers are actually matters. And if you can get a hundred hundred of the hyper obsessed people of a niche, to actually give a shit about you and know about you. They are the ones who spread the word. They are the ones that other people look to for recommendations, and so it's actually quite valuable to go get to go piss in that pond. And so you go to that group. And the way you do it that's acceptable where you're making the water warmer, not uncomfortable is you tell a story of the ups and the downs you've had trying to build something cool in this space, why you started, what worked for you, what didn't work for you, some of the big mistakes you made, and people will then root for you because you're the underdog.

37:58

Now let me tell you another example of this. So

Now let me tell you another example of this. So

38:01

I can't believe we even did this business. I'm embarrassed to even say this is a business I was doing, but

I can't believe we even did this business. I'm embarrassed to even say this is a business I was doing, but

38:06

In our idea lab, we had a hackathon. And in the hackathon, our our DevOps guy was like, hey, I built this app. It's like, four four square was hot at the time. This was way back in the day. He's like, four it's four square for beers. And he's like, basically, every time you drink a beer, watch this, you scan the label, and it checks in that beer, and it keeps track of all the different beers you've drank.

In our idea lab, we had a hackathon. And in the hackathon, our our DevOps guy was like, hey, I built this app. It's like, four four square was hot at the time. This was way back in the day. He's like, four it's four square for beers. And he's like, basically, every time you drink a beer, watch this, you scan the label, and it checks in that beer, and it keeps track of all the different beers you've drank.

38:26

And then everybody's, like, starts laughing and we're, like, that's awesome, man. That's cool. You don't look beer? Who look? Who doesn't love beer? And so

And then everybody's, like, starts laughing and we're, like, that's awesome, man. That's cool. You don't look beer? Who look? Who doesn't love beer? And so

38:34

we were kinda, like, maybe there's a thing here. And actually, to this day, there actually, there is a business called untapped that does us, and there's a there's a version of this for wine.

we were kinda, like, maybe there's a thing here. And actually, to this day, there actually, there is a business called untapped that does us, and there's a there's a version of this for wine.

38:41

We were just the wrong people to start this business. Similar to the sushi business, I made the same mistake again, which I didn't even drink beer, do you? The guy who drink beer, but I'm not like a craft beer officianado. Gotcha. You know, like, you know, try new craft beers. Oh, this is, like, break it in. You're like, yes.

We were just the wrong people to start this business. Similar to the sushi business, I made the same mistake again, which I didn't even drink beer, do you? The guy who drink beer, but I'm not like a craft beer officianado. Gotcha. You know, like, you know, try new craft beers. Oh, this is, like, break it in. You're like, yes.

38:55

Yeah. Miller light. This is beautiful. Like, I did a good finish. Tour once, and the guy was like, smell these hops. And I was like, no, thanks. I don't Yeah. I do guys have french fries.

Yeah. Miller light. This is beautiful. Like, I did a good finish. Tour once, and the guy was like, smell these hops. And I was like, no, thanks. I don't Yeah. I do guys have french fries.

39:05

Exactly.

Exactly.

39:06

Was like, can I just drink it? I don't care about all this. So anyways,

Was like, can I just drink it? I don't care about all this. So anyways,

39:11

we had this app called Beer Hunt. Okay. So how do you do There was a craft beer. So it was like, where do you get again, if you go to the the mass market, mass market is like me. They don't care about beer enough to care about this product. But instead, there was a craft beer tasting festival or something like that in San Francisco. We went there and we tried to make a splash. This is also the, what I'll call the booth babes method. It's how do you actually make a splash at an event. And so we weren't hosting this when we were attending

we had this app called Beer Hunt. Okay. So how do you do There was a craft beer. So it was like, where do you get again, if you go to the the mass market, mass market is like me. They don't care about beer enough to care about this product. But instead, there was a craft beer tasting festival or something like that in San Francisco. We went there and we tried to make a splash. This is also the, what I'll call the booth babes method. It's how do you actually make a splash at an event. And so we weren't hosting this when we were attending

39:38

And so we dressed up, like, it was Oktoberfest. We dressed up, like, in our, like, whatever, leader holes in and whatever. We wore outfits. Like, we were straight from Germany,

And so we dressed up, like, it was Oktoberfest. We dressed up, like, in our, like, whatever, leader holes in and whatever. We wore outfits. Like, we were straight from Germany,

39:46

and we came and we created we were like, people probably won't just download our app if we say download our app. So how do we get those something? For you when you did this?

and we came and we created we were like, people probably won't just download our app if we say download our app. So how do we get those something? For you when you did this?

39:54

Twenty three, twenty four.

Twenty three, twenty four.

39:57

And so we but, you know, we're our whole company was is older, but we're all there. And there were there were down for it, which I liked. You know, my our engineers are doing this. And so the what we did was we created a scavenger hunt for the conference. We were like, hey. Here's a little card.

And so we but, you know, we're our whole company was is older, but we're all there. And there were there were down for it, which I liked. You know, my our engineers are doing this. And so the what we did was we created a scavenger hunt for the conference. We were like, hey. Here's a little card.

40:13

If you can mark off all these things at this conference,

If you can mark off all these things at this conference,

40:16

we're gonna give one person, like, you know, the, like, whatever, some beard dream. It was like, you know, you're gonna get a year's supply of of craft beer.

we're gonna give one person, like, you know, the, like, whatever, some beard dream. It was like, you know, you're gonna get a year's supply of of craft beer.

40:24

And it was like, it didn't even matter what the prize was. The idea was, like, people are gonna wander around this place anyways. They were happy to play the game of, like, marking things off as they went. So we had our branded little scavenger hunt. They would do it. And at the end, we would had a guy standing at the door. He would collect them. He would give them out, and he would collect them. And on it, they had their email address. And so now we had basically, I think we had fourteen hundred leads or something from the States. Fourteen hundred leads of people who are so into craft beer that they will go to this, like, craft beer, like, paid money to go to this craft beer tasting festival type thing. And so then that those became the first, you know, whatever, seven hundred customers, seven hundred people to download our app, and they really gave us in. So that that really cranked the engine to get something started.

And it was like, it didn't even matter what the prize was. The idea was, like, people are gonna wander around this place anyways. They were happy to play the game of, like, marking things off as they went. So we had our branded little scavenger hunt. They would do it. And at the end, we would had a guy standing at the door. He would collect them. He would give them out, and he would collect them. And on it, they had their email address. And so now we had basically, I think we had fourteen hundred leads or something from the States. Fourteen hundred leads of people who are so into craft beer that they will go to this, like, craft beer, like, paid money to go to this craft beer tasting festival type thing. And so then that those became the first, you know, whatever, seven hundred customers, seven hundred people to download our app, and they really gave us in. So that that really cranked the engine to get something started.

41:06

Seeing you at a

Seeing you at a

41:08

twenty three year old you at a, like, fancy brewery. It reminded me of a time

twenty three year old you at a, like, fancy brewery. It reminded me of a time

41:14

One time I had told Neville, I go, Neville, I've never been to a strip club or somehow it came up. And he was like, I'm gonna take you right now. And I was like, I don't I don't really wanna go to a strip club. He's like, well, you have your flight

One time I had told Neville, I go, Neville, I've never been to a strip club or somehow it came up. And he was like, I'm gonna take you right now. And I was like, I don't I don't really wanna go to a strip club. He's like, well, you have your flight

41:24

five PM. There's a strip club near the airport in Texas. It's two o'clock. Let's go.

five PM. There's a strip club near the airport in Texas. It's two o'clock. Let's go.

41:29

And I don't drink. So, like, it's even worse. And we go out to the strip club, and

And I don't drink. So, like, it's even worse. And we go out to the strip club, and

41:35

I'm so uncomfortable. I'm rubbing my hands. I don't know what to do with my hands. And,

I'm so uncomfortable. I'm rubbing my hands. I don't know what to do with my hands. And,

41:40

I'm like,

I'm like,

41:41

and, like, these strippers come up and, like, touch my shoulders and they're like, hey, can I get you anything?

and, like, these strippers come up and, like, touch my shoulders and they're like, hey, can I get you anything?

41:47

And I was like,

And I was like,

41:48

Yeah. Can I get some ketchup for these fries?

Yeah. Can I get some ketchup for these fries?

41:52

Like, the waitress.

Like, the waitress.

41:53

Yeah. Like,

Yeah. Like,

41:56

And the food was only six dollars. It was one dollar for fries. Five dollars was saved. I remember texting my wife, and I'm like,

And the food was only six dollars. It was one dollar for fries. Five dollars was saved. I remember texting my wife, and I'm like,

42:02

do I How much do I tip? Because I kinda took up a seat, but I didn't do anything.

do I How much do I tip? Because I kinda took up a seat, but I didn't do anything.

42:07

It's just, like, it was the most uncomfortable that I've ever been. It's like the first and only time I've ever been to a strip club was two o'clock at the airport in Austin

It's just, like, it was the most uncomfortable that I've ever been. It's like the first and only time I've ever been to a strip club was two o'clock at the airport in Austin

42:15

strip club. And that just Can I tell you the one time I went to strip club, it's it's a incredible story? So I've been one time in my life, you know, maybe twenty two years old, something like that. And we go, and it's me,

strip club. And that just Can I tell you the one time I went to strip club, it's it's a incredible story? So I've been one time in my life, you know, maybe twenty two years old, something like that. And we go, and it's me,

42:28

people know me, so I don't need to describe me, but it's my buddy who's, like,

people know me, so I don't need to describe me, but it's my buddy who's, like,

42:32

the ladies man. This guy, like, was the big man on campus. He, you know, Like, your dorm has, like, an RA. He's, like, hooked up with the RA's girlfriend. And it's, like, that gets to see you here. We're fresh. It was, like, wow. This guy is amazing.

the ladies man. This guy, like, was the big man on campus. He, you know, Like, your dorm has, like, an RA. He's, like, hooked up with the RA's girlfriend. And it's, like, that gets to see you here. We're fresh. It was, like, wow. This guy is amazing.

42:43

And so with we go to this next point. He's the man. And then we go with our other buddy,

And so with we go to this next point. He's the man. And then we go with our other buddy,

42:49

who

who

42:50

was, like, mister long term relationship. So he's been in a relationship forever and never met never known this guy, not in a relationship, but he had just broken up. And so we go to a strip club, because, you know, like, in Vegas, they're like, hey, boys, you want some free drink, getting this limo. We're like, oh, wow. What's the difference? Have you drive you, like, thirty minutes away to a strip club in there? Now you're here. And, you have two free drink coupons that you can go, redeem at the bar. So me and the ladies, man, we don't know what to do. None of us have ever been to strip club, so We go to the bar. Again, what do I I'm uncomfortable. Let me just, like, find a safety net. It's like, let's go get a drink. Yeah. Yeah. Drink. Drink. That's a good idea. Now we go. And then we turn to look for our friend, mister long mister Always wife ed up.

was, like, mister long term relationship. So he's been in a relationship forever and never met never known this guy, not in a relationship, but he had just broken up. And so we go to a strip club, because, you know, like, in Vegas, they're like, hey, boys, you want some free drink, getting this limo. We're like, oh, wow. What's the difference? Have you drive you, like, thirty minutes away to a strip club in there? Now you're here. And, you have two free drink coupons that you can go, redeem at the bar. So me and the ladies, man, we don't know what to do. None of us have ever been to strip club, so We go to the bar. Again, what do I I'm uncomfortable. Let me just, like, find a safety net. It's like, let's go get a drink. Yeah. Yeah. Drink. Drink. That's a good idea. Now we go. And then we turn to look for our friend, mister long mister Always wife ed up.

43:30

And he's not only not with us. He is holding hands with the stripper going into the back room. And I'm like, it's been less than, like, two minutes.

And he's not only not with us. He is holding hands with the stripper going into the back room. And I'm like, it's been less than, like, two minutes.

43:38

He got caught.

He got caught.

43:39

We're like, we're like, we're like, what's he doing? And so we had several questions. One,

We're like, we're like, we're like, what's he doing? And so we had several questions. One,

43:45

I can't, like, why is he doing this so fast? Number two, why is he going to the back room? Isn't that, like, for, like, the the high tier stuff, like, why isn't he just sitting here and watching the the shipper? And three,

I can't, like, why is he doing this so fast? Number two, why is he going to the back room? Isn't that, like, for, like, the the high tier stuff, like, why isn't he just sitting here and watching the the shipper? And three,

43:56

most importantly, was, why'd he pick her? Because

most importantly, was, why'd he pick her? Because

44:00

yeah.

yeah.

44:01

Just objectively,

Just objectively,

44:03

completely, scientifically, the least attractive stripper in the place.

completely, scientifically, the least attractive stripper in the place.

44:07

And so

And so

44:08

fifteen minutes go by, he comes back out and we're I'm like, I have a thousand questions. What happens in the back room? In the end. How much does it cost? Do you have to tip on top of the cost? I have so many logistical questions, but most importantly,

fifteen minutes go by, he comes back out and we're I'm like, I have a thousand questions. What happens in the back room? In the end. How much does it cost? Do you have to tip on top of the cost? I have so many logistical questions, but most importantly,

44:20

why'd you pick her, man? They could've picked anyone here. And he goes, oh, you could pick?

why'd you pick her, man? They could've picked anyone here. And he goes, oh, you could pick?

44:27

He goes, he goes, oh, he goes, I he goes, I thought it's, like, Harry Potter. The wand chooses the wizard.

He goes, he goes, oh, he goes, I he goes, I thought it's, like, Harry Potter. The wand chooses the wizard.

44:35

To this day,

To this day,

44:36

the line the one chooses the wizard is, like, etched in my soul. It it it just applies to any situation.

the line the one chooses the wizard is, like, etched in my soul. It it it just applies to any situation.

44:43

And neither of us have been to a strip club since. Since never been again.

And neither of us have been to a strip club since. Since never been again.

44:47

I'd say. I can't top that.

I'd say. I can't top that.

44:50

Alright. I'll do one last one.

Alright. I'll do one last one.

44:53

Trends. Trendziatco,

Trends. Trendziatco,

44:54

tren we're gonna go from shipper to

tren we're gonna go from shipper to

44:56

what? SaaS.

what? SaaS.

44:58

Yeah.

Yeah.

45:03

I hope people have made it this far.

I hope people have made it this far.

45:06

Trends trends echo was a, paid research newsletter that I launched. When we sold it eighteen months after launching it, I think it was doing four or five hundred thousand a month in sales. I think we have

Trends trends echo was a, paid research newsletter that I launched. When we sold it eighteen months after launching it, I think it was doing four or five hundred thousand a month in sales. I think we have

45:17

twenty thousand users or so.

twenty thousand users or so.

45:21

And it was great. Whatever. I screwed up a bunch of stuff with that, but we got some results. And the way that we got results is we started. And I I did this, like, I was as a little skunk project. And if you actually see the link, I list to my original gumroad project,

And it was great. Whatever. I screwed up a bunch of stuff with that, but we got some results. And the way that we got results is we started. And I I did this, like, I was as a little skunk project. And if you actually see the link, I list to my original gumroad project,

45:35

I made a gumroad page,

I made a gumroad page,

45:37

and I think it was, like, four hundred words of me just writing, like, a story explaining. So, basically, the story was like in nineteen ninety six, Jeff Bezos saw this amazing stat, which was that the internet was growing at twenty three hundred percent. Nothing grows that fast Bezos said, unless it's in a petri dish. And immediately then, he knew that he had to start an internet company that sold something.

and I think it was, like, four hundred words of me just writing, like, a story explaining. So, basically, the story was like in nineteen ninety six, Jeff Bezos saw this amazing stat, which was that the internet was growing at twenty three hundred percent. Nothing grows that fast Bezos said, unless it's in a petri dish. And immediately then, he knew that he had to start an internet company that sold something.

46:00

And so that was how it started. And then I said, hey, everyone. I'm Sam.

And so that was how it started. And then I said, hey, everyone. I'm Sam.

46:04

I invest in a lot of companies or I or I have this company called The Hussle, and I'm able able to see a lot of interesting things.

I invest in a lot of companies or I or I have this company called The Hussle, and I'm able able to see a lot of interesting things.

46:11

Next quarter, I'm launching this product called trends where I'm going to,

Next quarter, I'm launching this product called trends where I'm going to,

46:17

break down interesting companies and explain how they works and hopefully identify a handful of trends as shocking as this Bezos one that he found. You're gonna be able to catch the tidal wave instead of miss it. I'm gonna charge three hundred dollars a year for this, but right now you just spend a hundred bucks and you get a lifetime

break down interesting companies and explain how they works and hopefully identify a handful of trends as shocking as this Bezos one that he found. You're gonna be able to catch the tidal wave instead of miss it. I'm gonna charge three hundred dollars a year for this, but right now you just spend a hundred bucks and you get a lifetime

46:33

of of access. And so I got originally,

of of access. And so I got originally,

46:36

I got,

I got,

46:38

a thousand or two thousand people to sign up for this, and I'll explain how But before we even launched this whole project, I ran Facebook ads against a Discover page, and it made sixty thousand dollars in presales.

a thousand or two thousand people to sign up for this, and I'll explain how But before we even launched this whole project, I ran Facebook ads against a Discover page, and it made sixty thousand dollars in presales.

46:49

And the way that I got the initial hundred users is the hustle at the time probably had a million emails.

And the way that I got the initial hundred users is the hustle at the time probably had a million emails.

46:55

And I just found the

And I just found the

46:57

three hundred engaged users, and I sent them an email that basically explained the story and linked to the gumroad page.

three hundred engaged users, and I sent them an email that basically explained the story and linked to the gumroad page.

47:04

And then what I did was I got on the phone with all one hundred of them. And I asked them, why'd you do this? What are you looking for? What what are your expectations? And then I went and made the first report based off of, like, some of their insights and what they wanted.

And then what I did was I got on the phone with all one hundred of them. And I asked them, why'd you do this? What are you looking for? What what are your expectations? And then I went and made the first report based off of, like, some of their insights and what they wanted.

47:18

And then what we did was people would sign up to the hustle. And afterwards, they would see a page that says, thank you. By the way, we have something coming soon. And with link to this gumroad page. Now that's a little bit

And then what we did was people would sign up to the hustle. And afterwards, they would see a page that says, thank you. By the way, we have something coming soon. And with link to this gumroad page. Now that's a little bit

47:29

if you're listening to this and you don't have an audience, you're like, oh, what the fuck? That's not really actionable.

if you're listening to this and you don't have an audience, you're like, oh, what the fuck? That's not really actionable.

47:33

But I had to share. This is how we built, like, I think it was four hundred or five hundred thousand by month eighteen. And so it worked, and we built the product around just calling those people.

But I had to share. This is how we built, like, I think it was four hundred or five hundred thousand by month eighteen. And so it worked, and we built the product around just calling those people.

47:44

Yeah. That's like, you had a launch pad. You had an audience that you had built for years, and then you were able to do this. And I wouldn't recommend doing that just to launch a product. If you don't really know what product you wanna launch, it's not a bad idea to, to build a launch pad along the way. And so just to reach I I did the same thing with Hampton. And I would DM people on Twitter. And you could say I have an audience, so it helps. I didn't use my audience, but I did use my reputation. So some people had known me.

Yeah. That's like, you had a launch pad. You had an audience that you had built for years, and then you were able to do this. And I wouldn't recommend doing that just to launch a product. If you don't really know what product you wanna launch, it's not a bad idea to, to build a launch pad along the way. And so just to reach I I did the same thing with Hampton. And I would DM people on Twitter. And you could say I have an audience, so it helps. I didn't use my audience, but I did use my reputation. So some people had known me.

48:10

So I I but I cold emailed people on LinkedIn and I called people on Twitter. So if you wanna do this methodology, you could still do it that way. Yeah. And we didn't mention a couple of the obvious ones. So And we kind of loosely mentioned it cold outreach. There's a bunch of traditional methods to to try to do this. We told you what we did, which was partly because we were young and dumb, and we didn't know any better. We didn't know that you could just I didn't know you could just run ads or just do cold emails. I would go door to door instead.

So I I but I cold emailed people on LinkedIn and I called people on Twitter. So if you wanna do this methodology, you could still do it that way. Yeah. And we didn't mention a couple of the obvious ones. So And we kind of loosely mentioned it cold outreach. There's a bunch of traditional methods to to try to do this. We told you what we did, which was partly because we were young and dumb, and we didn't know any better. We didn't know that you could just I didn't know you could just run ads or just do cold emails. I would go door to door instead.

48:37

But also

But also

48:38

You know, it it some of it's in the specific. So for example,

You know, it it some of it's in the specific. So for example,

48:41

from Milk Road,

from Milk Road,

48:43

I had an audience. So I had a newsletter. I had this podcast.

I had an audience. So I had a newsletter. I had this podcast.

48:46

And I could have just mentioned it, but I layered on another tactic, which is what I call the David Blaine method. And, you know, David Blaine will do this shit where he's like, I'm gonna freeze myself for a week. Yeah. Watch me, you know, slightly torture myself and try to do something incredible.

And I could have just mentioned it, but I layered on another tactic, which is what I call the David Blaine method. And, you know, David Blaine will do this shit where he's like, I'm gonna freeze myself for a week. Yeah. Watch me, you know, slightly torture myself and try to do something incredible.

49:02

Is like, alright. He's like, I'm gonna freeze myself in a block of ice. I'm gonna bury myself underground. I'm gonna hold my breath until I pass out. Yeah. I'm gonna he literally did one where he's like, I'm gonna hold on to these balloons and fly away. It's like, okay, dope.

Is like, alright. He's like, I'm gonna freeze myself in a block of ice. I'm gonna bury myself underground. I'm gonna hold my breath until I pass out. Yeah. I'm gonna he literally did one where he's like, I'm gonna hold on to these balloons and fly away. It's like, okay, dope.

49:14

And he did it. He, like, flew away, like, the movie up. And so he, David Blaine does this stuff. So when we started the milk road, Okay. If I think if I told people that,

And he did it. He, like, flew away, like, the movie up. And so he, David Blaine does this stuff. So when we started the milk road, Okay. If I think if I told people that,

49:23

hey, I'm starting a daily newsletter about crypto for people that wanna read, you know, the latest kind of dos and info on crypto. I think people would sign up, but I wanted to, like, juice it a little bit. So how did I go a little bit further? I was like, let me do a stunt. And so I said, I am funding. And, of course, you know, you have to have some money to do this this version of it, but you could really David Blaine puts his body through torture. I put some money on the line. So what I did was I said, I'm gonna put a million dollars in this wallet. You can go look at the address right now. Here's a million dollars in the wallet, and then

hey, I'm starting a daily newsletter about crypto for people that wanna read, you know, the latest kind of dos and info on crypto. I think people would sign up, but I wanted to, like, juice it a little bit. So how did I go a little bit further? I was like, let me do a stunt. And so I said, I am funding. And, of course, you know, you have to have some money to do this this version of it, but you could really David Blaine puts his body through torture. I put some money on the line. So what I did was I said, I'm gonna put a million dollars in this wallet. You can go look at the address right now. Here's a million dollars in the wallet, and then

49:52

I'm gonna try to turn this into ten million through trading crypto. And this is, like, you know, Dave from Barr Stool does this with his, Davey Day trader,

I'm gonna try to turn this into ten million through trading crypto. And this is, like, you know, Dave from Barr Stool does this with his, Davey Day trader,

49:59

you know, Jason Calcan has tried to copy that and do Jay trader. Like, people try to do a, version of this where it's like, watch me try to run this bank roll up.

you know, Jason Calcan has tried to copy that and do Jay trader. Like, people try to do a, version of this where it's like, watch me try to run this bank roll up.

50:08

I I learned this from back in the poker days. I used to love when any anyone would do this in the gambling or poker space, and they'd be like, I'm starting with this bankroll. I'm either going broke. I'm going to this level. I'm get I'm getting to this milestone. And here, I'm gonna post all of my history.

I I learned this from back in the poker days. I used to love when any anyone would do this in the gambling or poker space, and they'd be like, I'm starting with this bankroll. I'm either going broke. I'm going to this level. I'm get I'm getting to this milestone. And here, I'm gonna post all of my history.

50:20

And it never works out, but it's really fun to watch. And that's what I figured. And that's exactly what happened. I managed to turn a million dollars because we bought it, like, at, you know, Pete crypto

And it never works out, but it's really fun to watch. And that's what I figured. And that's exactly what happened. I managed to turn a million dollars because we bought it, like, at, you know, Pete crypto

50:29

into what became, like, three hundred fifty thousand dollars at the bottom, and then now it's a little bit higher. But,

into what became, like, three hundred fifty thousand dollars at the bottom, and then now it's a little bit higher. But,

50:35

basically, it's like watch me lose money. But either way, watch me lose money is also entertaining. People will subscribe to watch me get my ass kicked. They'll watch they'll subscribe to watch me kick ass. And even better, they'll subscribe to find out whether I get my ass kicked or whether I kick ass. And the other version of this is people call it now build in public. People do that before that buffer and convert kit did this stuff where they would share, like, all their team's salaries. They would share all their team's revenue,

basically, it's like watch me lose money. But either way, watch me lose money is also entertaining. People will subscribe to watch me get my ass kicked. They'll watch they'll subscribe to watch me kick ass. And even better, they'll subscribe to find out whether I get my ass kicked or whether I kick ass. And the other version of this is people call it now build in public. People do that before that buffer and convert kit did this stuff where they would share, like, all their team's salaries. They would share all their team's revenue,

50:59

or the company's revenue.

or the company's revenue.

51:00

And

And

51:01

it it tends to work. I remember this guy named Pat Flynn from smart passive income. He was one of the first guys to do this. He would share his monthly revenue and where it all came from, and I would go there every month to see, like, what he was doing, and it totally worked. The the extreme access works, but I think the other one is calling your shot or,

it it tends to work. I remember this guy named Pat Flynn from smart passive income. He was one of the first guys to do this. He would share his monthly revenue and where it all came from, and I would go there every month to see, like, what he was doing, and it totally worked. The the extreme access works, but I think the other one is calling your shot or,

51:18

basically creating a a story line. So it's basically, like, what is the story? There's the hero, They have a goal, and they have an obstacle.

basically creating a a story line. So it's basically, like, what is the story? There's the hero, They have a goal, and they have an obstacle.

51:26

And then there's some stakes. There's there's something on the line. And I think that's the way to, like, juice that up. So it's not just I'm gonna build in public. So I'll I'll provide a monthly update. It's I'm gonna try to do x. And if I don't do x, you know, like, there's a there's a like, I'm putting something on the line trying to get there. And I'm gonna try to do this incredible thing, not just inch my way forward. You know, if I said, Hey, I'm,

And then there's some stakes. There's there's something on the line. And I think that's the way to, like, juice that up. So it's not just I'm gonna build in public. So I'll I'll provide a monthly update. It's I'm gonna try to do x. And if I don't do x, you know, like, there's a there's a like, I'm putting something on the line trying to get there. And I'm gonna try to do this incredible thing, not just inch my way forward. You know, if I said, Hey, I'm,

51:47

you know, I'll show you, you know, my, you know, some of the things I'm investing in. That'd be okay. But to say I'm gonna try to turn a million dollars into ten million or go bust, that people wanna watch more. And so, you know, I think the David Blaine's spectacle method is another one. I wanna see you do that with your second trip to the strip club.

you know, I'll show you, you know, my, you know, some of the things I'm investing in. That'd be okay. But to say I'm gonna try to turn a million dollars into ten million or go bust, that people wanna watch more. And so, you know, I think the David Blaine's spectacle method is another one. I wanna see you do that with your second trip to the strip club.

52:06

Build in public, bro.

Build in public, bro.

52:08

I'm

I'm

52:09

gonna

gonna

52:10

order

order

52:11

as much food and free water as I can until they kick me out of this trip with. Can I make it over or under six hours before they realize

as much food and free water as I can until they kick me out of this trip with. Can I make it over or under six hours before they realize

52:19

this guy's just here for fries?

this guy's just here for fries?

52:21

Alright.

Alright.

52:23

We gotta end there. That's the pod.

We gotta end there. That's the pod.

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