Building a $3,000,000 Business for a Stranger in 31 Minutes | Scale or Fail Episode 2 Transcript, AI Summary & Key Points

00:04 I'm Nim Jenkinson and I teach crafters how to make stickers. [music] I got started 10 years ago. I'd been diagnosed with breast cancer. And while going through chemotherapy and radiation, I still needed something to take my mind off everything I was going through. So, a creative project that came to mind was teaching myself to make stickers. [music] And so, during chemo, that's what I did.

00:30 Now, little did I know that 10 years on from that, I've now turned this into a business where I've taught over 20,000 crafters from all over the world to make stickers. >> Hi. >> Nim, what's up? You ready? So, tell me about the business. >> I help people make stickers. For the last 12 months, I made uh 1.1 million Australian, which roughly works out to be about 800k.

00:49 Um so, I've made multiple seven-figures over the past 10 years altogether, but hit my first seven-figure year, which is very exciting. So, profit is around the 30 to 35% mark and my goal for the next three years is to reach 3 million USD [music] per year. >> How do you make money? >> I make money uh with low-ticket digital products. So, all of my teaching is online and my main membership is Secret Sticker Society.

01:16 Currently, the rates are $27 USD per month or 270 per year. And then loads of other low-ticket digital products that can be interchanged for upsells. I have really good upsell game, so that's great. >> Okay, there's a lot of stuff though. So, >> Yeah. >> how many funnels is this? >> Over the last 10 years, um I would be embarrassed to tell you how many funnels I have going.

01:41 >> are you running right now? >> So, right now with the main membership, with Secret Sticker Society, the main funnel is a live paid bootcamp that I launch three times per year. >> But the main thing is it's Secret Sticker Society. You've got a bunch of upsells in there for the upsell cart to the greatest degree possible. >> Yeah. >> You go to the launch and then you saw secret secret side of the back.

02:00 >> That's right. >> Okay, got it. >> Yeah. >> What are the numbers you got for acquisition? Okay, the live paid launch is $10 is it the ticket 10 bucks? >> That's right. >> So there's no free. >> No free. >> So it's paid okay, paid challenges. Cost you $37 to get it. >> Yes. >> You have a 22% conversion rate on >> into the membership. >> of people who buy a ticket.

02:20 >> That's right. >> That's huge. >> Yeah, I'm really happy with that. >> What's AOV? >> It would be about 36 dollars. >> almost breaking even. >> Some of the events I am slightly in the red but by the end of the event I'm always profitable and then two of the boot camps that I've run have been profitable from day one so I've been up. They're my favorite ones.

02:43 >> Okay. All right, what do you think stopping you right now? >> I feel that if I could get more people into the challenge I feel so strong now that I have that strong conversion of bringing people in. I know what to do it's really quite tried and tested. If I could get a high volume of people into the boot camp I'm I'm safe to convert them. >> Yeah.

03:02 >> Um so that has been something that has definitely held me back and then as you know I I know that I have not reached the cap in any way of being able to lower that CPA so I I think that even just making the switch with the past launch of pushing the annual membership doubled the average order value so that made a huge difference way bigger than I thought it would and then instant difference so >> Step one, add the annual make that the only offer available.

03:30 I want to be clear, the only offer available is the annual with the bonuses. >> Okay, so annual only at the next launch. >> Yes. >> Someone wise told me to do [laughter] that and I did it and it worked okay, yeah. >> Yeah, we'll probably do some more stuff there too. >> Yeah, great. >> Okay, so why is scaling so important to you? Why don't you just make money and just chill where you're at?

03:50 >> Well, I really want to be able to pay off my home loan. I'm married. I've got two kids. Um 10 years ago when I set the business up, I was diagnosed with breast cancer. Um thankfully, 10 years on, all is really well now, which is great. But at the time, which was obviously a very dark period of my life, I set the business up really as a creative project to do something just for me to take my mind off it.

04:11 And little did I know that 10 years on, I'd [music] be teaching 20,000 plus crafters to make stickers. I'm ex-corporate, so completely different to what I'd done before. Um but what this has left me with is a really strong desire to be able to [music] set my family up financially. I really want to set up my family in a way that if I'm no longer around, they are looked after.

04:34 I know I can absolutely still help my mom and help my family. And having lost so many friends to cancer and so many who are moms as well, it just just become more and more important to me to appreciate how my income and how money can really change our lives. Um And I want to know that I've done as much as possible and I've been able to support my family even without me.

05:04 I'm here to to be open and to learn. And I will implement on everything that I'm told to do. I'm a really good student verging on being a bit of a teacher's pet. Like I will just do anything that um you know that you know more than me on this. And I constantly tell myself that I only know what I know. >> more about stickers than I do. That's for sure.

05:24 >> Well, not for long because [laughter] >> Can you pull the uh the number slide back up real quick? So, you're making about over 500 Asian profit, right? So, you're very profitable. >> Yeah. >> Correct? >> Mhm. >> Why don't you spend up to $100 CPA? >> See, this is part of the reason I'm here cuz I often finish a launch thinking >> Should have spent more.

05:44 >> Why didn't I spend more? Yeah. And then I'll go into the next launch again with that same I'll cap my ad spend at a certain amount for no good reason. >> So, what do you what do you cap your CPA at normally? >> I don't even well, I have capped the CPA, but this the CPA has gone as high as maybe 50. I'm not a cautious spender, but for some reason that's what I've done.

06:05 >> here. >> Yeah. >> Cool, let's rock. Let's do this. >> I've known of her. I you know, knew that she had an amazing seven-figure business. Stickers, doing stickers. It's so unique, and so to me that that was the biggest in terms of competition. >> Just so I'm clear on the delivery side, if you double the amount of customers you have, does it break anything?

06:29 >> No. >> Okay. So, this is a pure demand issue, which is nice. I think I'm going to go I'm going to break this into I'll offer, and then we'll go traffic. Cuz I don't think there's really much else for your specific business that we need to talk about. >> Yeah. >> Okay. So, number one, I guess on the traffic side from a spend is how much did you spend last last launch?

06:51 >> I I only spent about 16K. The event went really well. It was not my biggest event, but it was still profitable. So, yeah, happy. Just didn't have enough time to be able to >> You just needed more revenue. >> Yeah. >> So, when you said you didn't have enough time to spend more, what do you mean by that? Cuz like I spent 500,000 a day at the end of my launch.

07:11 >> You said 500,000 a day? >> Yeah. >> For ads? >> What? What what made you >> This is where my um my own limitation with Meta ads probably comes into play. So, what the way that I like to normally do my launches, which I know is much earlier than many others, I launch four weeks out. So, four weeks out of it I'll call with a like a smaller spend, you know, the testing, seeing what works, and um I didn't have I didn't feel like I had the runway to be able to do that.

07:38 I guess it was a bit of mindset stuff, too, of like being way more conservative than I normally would. But I remember feeling I wasn't happy enough with CPA >> Okay. >> spending. >> Okay. So Okay, so I'm going to I'm going to walk through spin cadence. >> Yeah. >> Okay. And so the way that um I do this, I put about 5% 5 maybe 10% max of my spend goes in that first week.

08:06 And the only purpose is to test creative. >> Right. Yeah. >> Then once we have our creative, the next 2 weeks are pretty much flat. Now we scale up obviously, but then we try and spend as much as possible. Like I mean, if we could spend 75% I would. It just It's just challenging. >> Yeah. Yeah. >> Right? Like call it 60 to 70% is in this week. >> Totally.

08:26 >> And then we're we're in this call it, you know, 15% you know, maybe 10% here and then 15% here. And so even here this is where you're probably going to be at 50% is like literally the last 3 days, right? Now, that's the cadence of spending. Now from an amount of spending perspective, we do have a decision which is like let's obviously be willing to spend more, all right?

08:44 But in order to do that, I think there's two things we have to do beforehand. One is we have to fix offer, but I also want to approach this from a creative perspective. So how many pieces of creative are you making right now for a launch? >> This is my weak spot for sure creatives. Last launch I think I started with a whole test in that first week with um two images and two videos.

09:07 This time I'm hoping there'll be a few more. >> You think in the hundreds? >> Uh we won't be talking hundreds. >> We have to. How many creatives do people make? >> Oh, thousands. >> Right. So let's just think in the hundreds, right? >> Previously it's not been anywhere near hundreds. >> Okay. So So let's just just to make this easier for you. Okay. Are you familiar with the AI stuff or you like more of versed in it?

09:26 Okay. So there's no reason why you shouldn't have a ton of static ads cuz these take 2 seconds to make. So from a static perspective, um I would look at a couple different sources because I want for sure we can make some and we're going to make a bunch of them with AI and all that kind of stuff. But I think if you can take it from your group, how many screenshots can I take from the group?

09:46 >> Oh, so many. >> Right? These are all ads, right? And then you add your little highlights to them. To your to the people in your group. Do you have the people who post videos inside the group of them like making their first? Okay. So no one does? >> No video you do say. >> Interesting. >> Yeah. >> You want to incentivize people to? >> Tried before and um, I don't know whether it's the demographic or perhaps I didn't set them up for success.

10:10 >> Okay. >> Might probably both. >> Okay. Well, they didn't know how to use a phone. >> For sure, yeah. >> Right. So I would I would have a super secret sticker set. S S S S set. Right? Which they can unlock >> Yeah. >> if they show themselves making a sticker. >> Right. Okay, I love that. Yeah, I love it. >> That's it. And then I would use that as my activation for everyone.

10:33 >> Yeah. >> Which is that everyone in your first seven days needs to make a sticker. >> I really like that cuz that's great for onboarding too. >> you like that one? >> Quick [music] wins. >> So it's a quick win but then every single customer makes you an ad. Then around and around we go. And so if you have 200 customers for every launch on the low side, there's 200 ads.

10:48 >> I was just thinking of that. >> Well, there you go. Right here. And then do people post images of the stickers they make? >> Oh, yeah. >> Okay. >> stopping them. >> Right. So then sticker images, I think you'll be surprised that some of these will will actually turn into like what kind of sticker like that's the weirdest sticker I've ever seen. It's like great.

11:03 And then it um, so I think sticker ads will lend themselves really well. So we have our static ads where our videos. Um, this will get more people to do it. We can put that in the activation sequence in the first seven days. Great. Love that. What touch points do you have with your customers? >> The only live delivery that I do while I am connecting is doing these bootcamps cuz they're the classes are pre-recorded but I go live every day.

11:24 And I also invite my >> All lives, I just want you to clip because you're already doing it. >> I've got so many previous ones. >> Yeah. So just clip them and these can both go as organic. >> Okay. >> And paid. >> Like Q&A or >> Just just the small Yeah, exactly. Quick tips, exactly. And then for you specifically, so all of this is just stuff that's happening that we should be capturing.

11:47 >> Yeah. >> But you specifically, I would say like I would want you to make 20 ads * 4. >> Yeah. >> So, like 80 ads that are just you, but I want the four to be different backgrounds and settings. So, take your highest converting ads of all time over the last how many campaigns you've done. Put all 20 in here. >> Yeah. >> Do you want one of each of them in four different settings?

12:07 Different t-shirt, different background, different whatever. >> Right. >> And that'll get you your kind of 80. So, it's like if we're going from four ads to 80 ads and that's just from this and we still have all of these. The last thing that I would I would have to think about before you're you've um I know you have my my ads playbook, correct? >> I have your >> My hooks playbook.

12:26 Yes, exactly. So, on the levels of awareness piece, >> the five levels of awareness is a framework by Eugene Schwartz where every person in a market falls into five categories. So, your advertising should speak to them differently. He contends that audiences go from the bottom, which is the warmest and smallest group, to the [music] top, which is the coldest and largest.

12:45 For Mim's business, in order to continue to scale her ads, she needs to target more pain or problem-aware audiences rather than product- or offer-aware audiences. >> To make sure that you don't get caught in like when you scale it up, you scale your ads, they don't perform. Like they'll stop performing as well. Now, there's always going to be some rise that goes up when you spend more, that's normal.

13:05 But if all of a sudden it triples or something like that, typically it's because you have ads that are only really targeted at a very specific audience. Basically, it's like they're product-aware or offer-aware, but we need to be have people who are like more pain-aware. So, some hooks that you want to experiment with are going to be more pain-driven.

13:22 >> Mhm. >> So, like are you bored? You don't know what to do? Like you would know the pains better than me, but like >> them inside and out. >> Those are the pains that I would use as my hooks more than some of these bottom funnel. It's good to have offers and talk about the boot camp and all that stuff. Like, that's that's here, right? That's going to be here.

13:34 But, if we want them to scale, you're going to you'll probably need to have some hooks that are up here. >> Yeah, okay. >> And that will allow you to really open up the the targeting. >> I love that. >> Okay. Now, this is the cadence side. And so, let's call this as number three, which is the hooks. All right? And also, number four is the decision, which is that I want to challenge you to be willing to do a $100 track.

13:58 All right? That's my challenge. >> Honestly, I feel like there's no challenge cuz I'll just do it now. I never go into my launch capping my total ad spend if the ads are performing as I want them to. And I just think I haven't been anywhere near enough aware of this before preparing for, you know? So, now I know my numbers more than before. >> In the first month, you get it back.

14:18 No big deal. >> And I'll stop kicking myself every time I launch my services. >> Yes. >> She's killing it already. I think she's an amazing human being. I spoke to her and she's she's amazing, period. >> [music] >> I have two two things. Cuz you already have a model that works well. The last thing I want to do is break everything. All right? But, you got this last time.

14:44 What was the painful offer specifically that you added? >> Oh, when we spoke before, you'd said >> Sell the annual. >> Yeah, and really don't sell monthly or annual. >> So, then what percentage of people took pains to sell 10? >> went from being um normally it's like a 5 to 15% of 10% normally take annual. And then previously, when I switched to pitching really annual, it went to 30%.

15:09 That's why we had that 91%. >> Okay. So, you got 30%. Um Okay. I think that on your launch checkout page, let's say you've got your you've got your annual and you've got your monthly, right? These are the two options. I still think that there should be a bump here. Like after they select. >> There was a bump right now, but it's only to my $47 cost, which is a little bit like you like this stuff here some more.

15:35 >> Mhm. How does that do? >> That's 30%. >> It's pretty good. Two the sticker paper is one that I would put because if they need this to do the thing >> Yeah. >> then it's like we might as well just >> Give it to them. >> Give it to them, right? >> the exact stuff. >> Yeah. This is my This is my whole kit. So this is what it's called the bundle, right?

15:53 If we can make this the physical bundle >> Yeah. >> You might be able to get get away with like $99 on something like this. >> Mhm. >> And it's going to be super high margin, right? Okay. Right. No, no, but in the US that would be much slower, right? >> way better, so for sure. >> Yeah. Which if you wanted to be wild with it, you just put this in here.

16:12 >> Mhm. >> So if you buy the monthly and so then what happens is we can actually make this a bit of a false offer, meaning >> Like an e-commerce. >> Kind of. So it's like if we make this this $149 or let's just let's just go crazy, all right? Let's say this is $149 for my full physical bundle. >> Mhm. >> You can say, "But hey guys, if you're going to if you do the annual, I'll throw the $149 in."

16:29 >> I like that. Loads. Yeah, yeah. >> Yeah. This is what I'm saying with the I want a physical product premium for annual cuz we your your LTVs are already around 300, so I don't I was thinking cuz if it was much lower I'd say, "Okay, maybe we can lower the annual and then we'll get more takers." But if that's not the case and we know that they have to have this in order to do the thing.

16:47 >> Definitely. >> So if they're like, "Well, I'm going to have to buy this either way I might as well get all the bonuses and get the stuff I need to do the thing." >> committing to annual. It's like they're making a decision to commit to the hobby for a year. >> your cost on the zoom is like $10, maybe plus another $10 in shipping. Who cares? But that might all of a sudden take you to 50% here.

17:05 And that'd be big, right? >> Wonderful. >> Yes. Okay. So the big decision that I have is this. This would be a a higher risk test, but this is like one that I would strongly consider. >> I'm not risking that. >> Okay, which is I would rather just not mention them monthly at all. Sell the annual, put the offer in there, and then after the launch is over, when you close your cart, then run everyone else to your monthly that doesn't have the bonuses.

17:34 Cuz then you can do a mop up campaign. Cuz you still get plenty on that, but this will because like if you're doing you're doing a full 5-day thing, you can sell a $300 ticket. And so people are just taking the cheaper one because you're offering the cheaper one. Right. My goal here was how can I get that spin number? How do you feel comfortable? If you knew all of a sudden the AOV is $300.

17:53 So maybe conversion cuts in half. But you are at a $300 sale. >> level of confidence you have. >> Yeah. Cuz now you're now if you're at 150 in the first 30 days and you're like, I'm fine. I can spend more aggressively. >> Spending, yeah. Cool. >> So I had a wild So I had I had two wild ideas. Right. Wild idea number one is let's just sell the annual, put this in there, and I think if we add this to that and make that the full offer, I think that'll do well.

18:21 The second wild idea that I had, um and again, this is wild. This is wild. Is that we position the boot camp as a 7-day trial of your $27 membership. >> That goes even without you saying anymore, it goes so well cuz the whole point of it is supposed to be like a teaser, a taster of this is what you get if you're a member. >> Yeah. Because then you automatically convert it 100% of your traffic instead of 22.

18:49 >> So they're signing up for the continuity and they have to cancel their membership. >> Yeah, and then you're running a a 7-day or a 5-day, whatever that you know, whatever you want, but then your whole thing is pushing the annual. >> Yes. Yeah. >> So you have 100% conversion. And then you push everybody to annual. >> Yeah. >> That's my that's my wild test.

19:08 >> I I really like it. I guess my I'm worried that that I'm going to get to the the challenge ends after a couple of weeks and 30 days ends and and people leave. >> Well, they won't, but this is such a good onboarding, too. Like the 7-day challenge is also just onboarding for all the members. >> Yeah. I love I love a test. >> You could arguably test both at the same time, which I'm not always the biggest fan of.

19:33 Cuz if we look at the math, right? Let's just do the math. So, let's say you've got 100 people who who buy your thing, right? >> Yeah, they buy the book camp, right? Where you know that we're we're going to have 22 of them who are going to have a lifetime gross profit of 300, right? So, we have whatever that is, 6,600 that's coming in from these people, right?

19:55 Now, on the front end, it's costing you $3,700, right? >> Yeah. >> So, you get these people. >> Right, yeah. >> And this is the issue from a cash perspective, correct? That's the problem. >> Yeah. >> Now, you said that you get $91 uh >> Now, yeah. >> Yeah. That $91 is only on the buyers, correct? It's not on these people. >> No. >> Okay. >> It's only on the 22 people.

20:18 >> That's the issue. >> Yeah. >> So, this is the real problem. >> Yeah. >> Yeah, so where this where where it gets more interesting is like let's say that you spend $3,700 to get 100 and you make $3,500. I'm just whatever, right? >> Which could be >> So, then that would mean you have $200 to acquire 22 customers is what the net net actually works out to.

20:37 >> Yeah. >> So, that helps you to CAC is crazy. >> I can build my list for free. >> Yeah, you spent $200 to make 6,600. That's great. So, the idea with the trial would be if we had those same 100 people, but let's say the trial conversion at the end was it'll probably be closer like 55%. Like especially if you do like a 5-day thing like this, and all of a sudden you're at 55 people, and they have the same $300 LTV.

20:58 Now, that doesn't include the fact that we're going to get annuals, but even if no one bought annual, and we just had the 300, now we're at, you know, 15 or 16 five. And so, we would you'd actually make up for the money that you didn't make on the front. Now, obviously, we still have upsells. We should still do that. But, I'm saying even if you had no upsells, >> Yes.

21:22 >> and you just had this, >> Yeah. >> you would make more. Cuz here all in you're at, you know, 90, whatever that is, you know, 11 or 10,000 uh is what you're making here versus 16. So, you get like a 50 60% lift. >> Mhm. >> So, that would be like that would be the play if it was trial. >> Mhm. >> But, I think you can go trial and then upsell tools.

21:44 Right? Upsell the stuff they're going to need for the challenge. Right? And then you'll still be able to get some cash uh from all those people. And you could make it a $1 trial. So, you want to see if you have a working card or whatever. I would not introduce this. I would do this first. >> Yeah, I think so, too. Okay, cool. >> Do this first. >> know for a challenge, but that feels >> Yeah.

22:01 >> Yeah. >> That's very manageable. >> Yeah. >> Yeah, so this is I'll say test B. >> I see that. And this is I have so much confidence that doing this alone is going to hugely change the outcome of the event in terms of members and profit. And then I feel like that's like the explode step. >> Yes, and you can say this you only get all the tools if you buy the annual during the event.

22:19 >> Right. Yeah. >> Cuz it costs me a lot of money and I got to ship it and I got to do all that other stuff out there. So, I can only do it for people now. >> Yeah, I really like that. >> I feel good about it. >> I feel good about it, too. So, when Alex talked to me about the trial, offering a trial and having that be a way to really help my members get a really good experience during a launch, that has really helped me think about the way I've been looking at bringing new members in in a completely different way that

22:43 that I'd never considered. I've definitely considered doing a free trial before, but not during a launch in that way. So, that blew my mind and it def As Alex said, it's a bigger, bolder move, but one that I'm really excited to take. >> It was a simple plan. A simple plan. This is the spin cadence we follow. I know it works very well. We're going to do it way more creative this next round.

23:07 >> Yeah, we are. >> Right? You're going to create more organic as well. Which is going to feed the list, too. We're going to have more pain-based hooks so we can go a little bit up funnel. >> Yeah. >> We're going to increase our spending capacity from a CAC perspective. >> Right. Yeah. >> And the test that we're going to run on the next one is this one.

23:25 >> Yeah. >> And if that works, then all the game is going to be is how do I make 800 ads and spend $100,000 on my next launch. >> Done. >> [music] >> All right, let's see where we're at in the scaling rubric. Okay. Yes, thank you. Thank you. Thank you. So, how many employees do you have right now? Like two? >> Yeah. One's my husband. >> [laughter] >> Let's see here.

23:52 Your revenue is a little bit higher than your head count would suggest. So, you're probably more on this side. >> Yeah. >> Uh than you are here. >> Mhm. >> And so, what we're doing is if we're walking through this, we're going in and you're we're adding the stuff to price to a better person. We're making all this extra content to make better free stuff.

24:11 And also, V2 of this test is actually just running the trial >> Yeah. >> as the the front-end offer. We're making more creative to boost the volume. >> Mhm. A little bit more. >> Yeah. Also, as a side note, I don't know if you're already doing this, but I would make sure that you optimize your campaigns around purchases if you're not already doing >> I always do.

24:30 >> Just in case. >> I have to. >> Yeah. And then, the one thing that I didn't see on your numbers, but I would like to get to is just EPCs. >> Mhm. >> So, earnings per click. And I think you'll sleep better knowing that you are doing fine. >> That's it. You just giving me this is enough. And so, the more I know, the the better I'll be with that. Yeah.

24:47 >> One thing that I did I did miss is um I think we should consider when you're making these ads, you should use hook variations. >> Yes. >> I would experiment with different call outs for avatars. So, like in the lead book we talk about call outs. >> I've done that only to only a limited way, literally separating mothers and grandmothers, but I haven't really done a great >> go underneath of I would go more sub-specific.

25:10 But like the game is now a game of 100 ponds and no oceans. Like you're you're draining 100 ponds of audiences >> Right. >> to get your scale more than trying to advertise to the oceans. >> To the world, right. >> Right. Like you're running two ads and trying to convert you're trying to convert everyone the same messaging. >> It's it's true. >> Right.

25:27 And so if you want to get the scale you have to go down, which is counterintuitive. >> No, I like that. >> Cool. >> That's easily done, too. >> All right. Rock and roll. >> I know that despite anyone getting a scale or a fail, there'll be nothing stopping the people that I met today. I'm so inspired by them. As much as we know that we are contestants and competitors, and I'm certainly not glossing over the fact that this is a competition at the end of the day, we really came here to just represent ourselves and be the

25:52 best version of ourselves that we could be. And I think that everyone shared that goal. >> [music] >> So, this is scale or fail. To be clear, I think that all of this will literally just get you more of what's already working. There's very few universes where I think that you adding the physical product premium and only presenting the annual offer doesn't generate more revenue up front.

26:22 And we've de-risked this test by being able to just run it as a split test with the exact same price point. $10, $10 on both, that way the ads can be the same. One just includes a trial and one doesn't. Everything else in the funnel will still be the same. So, the question is, do I want to spend a year working with you to scale this? Or do I think there's something that's going to get in the way that's going to prevent us from scaling.

26:56 So, the verdict is you will be scaling with me. >> All right? So, you're moving on to the next thing. All right? This is a very simple plan. >> Mhm. >> I just want you to not be afraid to spend more. You can't be afraid. And you've gone through enough stuff. >> This is true. >> you should be afraid. Right? It's It's like you know how to make money. >> Yeah.

27:20 >> You can always go back to what you did before. But this has the potential to 5x or 10x the business. >> Right. >> And I think I think this will work. >> Thank you. >> All right, we'll rock and roll. >> Thanks, everyone. >> Yeah. >> Alex just told me that I am a scale and I'm so excited. I'm so happy. I have so much faith in my business and my ability to implement everything that he said and it just feels like so much has just opened up for me.

27:47 So, it was a combination of him validate in some of the things that I was worried about and he gave me a really good solution for them that I hadn't been able to reach by myself. Um and then a few other tests that I can do too, but there was nothing that I'm not really excited to try. And I can't wait to see how things go. >> I felt no resistance on any of the the things I was recommending and also the last thing that I told her to do she partially did and it doubled her average cart value and so I am pretty confident

28:13 that both of these things will dramatically increase her cart value. And in the business that she's in she's in a media arbitrage business which is fundamentally that you buy clicks for less than you can make on them because it's a very scalable business. And so like honestly once just the math gets right she can just do this. And from a product perspective she had 5% churn which is really good.

28:33 >> Hearing from Alex that there was so much potential to scale has not only validated what my hopes were and what a [music] lot of the data was pointing to. To me it's simple. If I follow the process that I've been given and I trust in that and I do the things I say I'm going to do, then the success [music] is inevitable. The next 90 days are going to be incredible.

28:58 >> The business I felt like it scale. It was a good product, very wholesome, and I didn't think she would be afraid. And since [music] she'd been marketing for 10 years, she had the technical chops to do all of these things. So, there's really nothing that was really stopping her besides the decision and the strategy, [music] which she just got both and she made the ad.

29:13 So, this was scale or fail. See you next time. >> Okay, let's do an update. One thing that Alex really encouraged me to do was go much bigger on ads in terms of creatives, angles, testing, volume. And I've been using one of Alex's playbooks to um come up with ads and a way to test them in a really strategic way. I'm already seeing, with early stages of promotion, everything going in the right direction, exactly as Alex said it would.

29:37 What a shocker. So, yeah, that's my update. Let's see what happens. >> Next time on Scale or Fail. >> My name is Tina Seu [music] and I help parents of children with autism, ADHD, and speech delay. >> You have a responsibility to the business and the business has a responsibility to customers, but your responsibility is to make sure the business survives and grows.

29:59 So, if you're going to do that, you need to make it like five times as expensive. >> Oh. >> So, it's like think like 8,000, 8,000-10,000 is what it would be if I wanted to have. So, I have to decide whether you scale or fail. >> I can execute. [music] >> No. And so, I'm very torn on this one of whether or not you can draw the line.