"Is My Business Model Even Scalable?"

0:00Um, my name is Ronit Enos, and I am I'm the CEO and founder of uh Salon Cadence. It's a teaching and training company that focus on mothers with children that wants to scale their business in the beauty industry. So, six figures to seven figures is my sweet spot. Actually, it's the high six to the high seven is our sweet spot.

0:21Um, what I found is that um the toughest thing for any business owners to learn is how to understand their numbers. That's where it all starts. And so, uh when I um I I searched for a long time for what's something that I can teach them really quick so they get it, and they can actually change their behavior on the pricing increase. So, I teamed up with Mike Michalowicz Profit First, and I [clears throat] wrote the book Profit First for Salons derivative.

0:52And the book has channeled so much interest of clients that came over. >> You didn't tell me this yesterday. This is great. >> What? >> You didn't tell me this yesterday. That's huge. >> Well, I had like 5 minutes with you with 500 people around me, and I'm like, "What should I ask? I don't know." Um >> That's important. That's a big one. >> [laughter] >> So, I practice it all night, you know, because at 3:00 in the morning, I listen to the two of you.

1:17>> [laughter] >> Um, so okay. So, so that brought a lot of clients. And then um and then I started and so we got really um a lot of influx of clients with that. >> So, I speak in stages, but in the beauty industry, there's only so many stages. And I'm pretty much almost tap up to all of them. They probably getting sick of me.

1:42Um, so my question is um and and this year, we went from onboarding last year um 20 new clients, which each client is average is 30k um to only 10 clients this year and lost 10 clients. Yeah. So, we're like But, what I focused on is the internal structure so I could have scale next year.

2:06So, from listening to the two of you, maybe my model is not scalable. >> I think your model is totally scalable. You just have no acquisition. >> Oh, I have one acquisition at one. >> Well, I didn't know you had the Profit First branded book that you wrote for salons. This just screams book funnel. >> Okay. >> You did like the issue that you had before is that you tried to do a call funnel, which is the toughest type of funnel to get going because if you don't have a brand, it's very good You have to be very good at every part of it. Like you need to really understand media buying, really understand creative, really understand call conversion, scaling teams, all of that kind of have third-party finance. Like you got to be dialed.

2:44Book funnels, because of kind of the brand halo effect that goes with it, you will be able like selling books is not that difficult. And so, then the only thing that happens basically it's much easier to find somebody to be able to sell a book, especially if you can show you know, I'm sure you have Amazon five-star reviews, things like that. >> best seller. >> Right. Exactly. And so, you're like, "Cool. This This book clearly has value." >> Yes. >> Number one. >> I sold I sold organically 3,000 No, 4,000 copies in less than 2 years.

3:12>> That's awesome. >> So, that means they like it. >> Yeah. And so, now we just need to like force people to find out about it. And so, I would just point it out to the book. The thank you page on the purchase of the book is book call will walk you through what's chapters apply to you. >> Okay. And should my message always be about Profit First? That's my question. Because we do get >> if it works. Like if that's the messaging that salon owners uh resonate with, then that's that's what works. But, I'll I'll bet you right now what you could do is so you have You have 20 active customers right now?

3:47>> I have 40. >> You have 40. Okay. So, what I would do is I would ask those 40 for what it was like when they met you and then what it's like now one year or two years later. How much their life has changed. And so I'd want that to be internal like how's my life changed and then external give me the stats. And you want the hook, so I'm getting really tactical here, but here we go. I want the hook of the ad to be the moment that was the highest pain. And so the question that you'd ask is what was the worst moment before you started working with me that made you want to do this.

4:16>> Yeah. >> Right? And it's like I couldn't pay payroll or I could you know, whatever that moment is, right? That becomes the hook of the ad. >> Okay. >> And so then the the book and you are positioned as the bridge that got them from where they are what sucks to where they want to go which is in happy land with you. And so ad is structured that way, landing page is just they buy the book. You can also just make it free plus shipping so it's even lower. So sell the book for 4.95 and or rather make it free and give the shipping for 4.95, whatever. And then the thank you page is basically a a small video from you that says, "Hey, I'm the author of this and I've been working in this salon industry for however many years. There are seven principles to making salons work and if you want we can help you apply you know, like reading a book can be intimidating. We'll just pull out the chapters that apply to you right now cuz you don't want to do this stuff in the wrong order at the wrong time. And so I just want to help you out. The first call, leave your credit card at home.

5:06I'm not going to try and sell you anything. At the end of the call if it makes sense we'll set another call." Very low pressure. And then that way I think you'll be able to book plenty of calls that you'll be able to close. And I think the book is the front end with the testimonials about the book and you Basically this is a nice brand play, too. Like the the big reason that I think in general books are very hard and not worth the return. But the one big benefit of books is that they are very brand building. It's no there's zero ick to you selling a book.

5:33And so I think that long-term is a good play. >> Yeah, okay. >> I would use that. Like I don't think your business model is scalable. Selling $30,000 advice is very scalable. >> And we are LTV at 3 years. >> Yeah, you have 90k LTV. You should be able to spend whatever the hell you want to get salon owners. Like the amount I've I talked to a somebody who's in the salon space every month. >> Really? >> And yes, there's there's tons. And it's just like the gym space. There's a gazillion people who try to sell to it cuz it's like, "Oh, there's gyms, there's salons, like there's dentists." Like they have like six people six types of businesses they can name that are brick and mortar. Salon is always one of them. So there's plenty plenty of competitors in the space. Like you just have to run ads to the If you like this video and you're business owner who wants to break through your current revenue ceiling, I distilled every lesson from scaling 10 businesses past 10 million and three businesses past 100 million into a completely free scaling road map that I've used to go from zero to one, zero to 10, and zero to 100 plus. And so you can click here and you can check it out. Again, absolutely free. And since you're business owner, I appreciate you and enjoy.