13 Millionen Umsatz, aber keine Kennzahlen im Griff

0:00Unternehmer/Gast Let's talk about experiential marketing. You're doing 13 million top line, 15 million 50 million is the goal. And the thing that is holding you back is marketing, ironically. >> [laughter] >> So, um >> Yeah, this is good. >> Yeah. >> Got it. >> Is it helpful? >> Very helpful. >> Okay, cool. So, um What do you do to get customers? >> Uh right now, we're waiting for the phone to ring and we're doing paid search.

0:30>> Okay. >> Spending about $13,000 a month, I believe. >> Okay, just on keyword? >> Uh to be honest, I don't know because I don't have any metrics. >> Okay. >> So, we're posting and praying. And and we are doing we're doing a ton of posting on social. >> Okay. >> We finally got to a point where we know how to create social, but nobody's looking at the result. >> Okay. >> And so, I mean, through the past day and two or two, I've kind of figured out what we need to do.

0:56Alex >> Okay. >> And we need to I think we have to go back and put some metrics together and really measure what it is that we're doing and and figure out how to do better. >> How many customers do you have right now? >> Uh we do about 20 to 25 a year. >> New? >> Uh I would say probably about 80% are new, 85% are new. >> Okay, so is it 80% churn? Is it a one-time thing? >> A lot of our stuff is one-time.

1:21>> When you say experiential, is this like booth set events and things like that? >> Yeah, we do big mobile tours for like eBay. We're doing eBay live right now for them. >> Mhm. Um Okay. So, Yeah, I mean, for sure we need we need to measure this like cuz the first question be like, why can't we do more of what we're currently doing? You're like, I don't know what we're currently doing. So, it's like, all right. >> We also have a bunch of mobile podcast studios if you ever need them. You can use them. I'll let you let you use them for free. I wouldn't charge you.

1:48>> [laughter] >> Free of charge. >> Thank you. Yeah, right. Um Okay, so, uh 13 million a year, you got 20 to 25 customers, 80% of them are new, so call 20 are new. Um Um, so you're selling like two customers a month, call it roughly. That's a little bit over, but something in there. So, every every two weeks you have a sale. How many conversations does it take you to get a sale? >> Again, I don't I don't have the metrics. >> Word. Okay. >> And another thing And another thing that's a little difficult for us is a lot of our customers are agencies, marketing agencies. They come up with the idea, some of them don't even have the job yet. So, we're waiting on them to close the deal. Once they close the deal, they come to us and we produce it for them.

2:23Alex >> Mhm. So, they include you as a part of their package? >> Yeah, sometimes white labeled and sometimes they bring us to the table. >> Got it. Got it. So, I'll give you a frame of a different way to think about the business that might be higher leverage. >> Okay. >> So, I would instead of thinking about acquiring the customers because you do have somewhat I'll call it episodic work. I would chunk up a level to thinking about the number of agencies that you onboard.

2:52And then thinking of them as a distribution layer. And so, the idea would be, okay, I know that this particular type of agency or style of agency should be able to send me five, 10 customers a year, whatever the number is, right? Um, and so then what we have is the cost of acquiring a node of distribution. And so, if that agency, so it might be that your strategy should be outreach to agency owners and then showing them how much more money they make when they bundle your thing into their services.

3:22Um, and then as a result they're going to you know, they'll sell they'll be your distribution layer for you. But where the issue that the business at least in my opinion, one of the things that frightens me about the business and maybe keeps you up at night is that 80 You have to sell 80% of the customers every single year just to you know, just to get to where you were last year, right? And then you have 20% that renew and then you have you have to grow from there. I I hate that, right? Um, and so I'd rather think like, can I get every month one new agency that's going to send me one new customer a month. And so even though the logos are different at the at the customer level, at the distributor level, it stays the same.

3:58And so they become my true real new customer. And so I create my customer journey around them, making their lives easier, and then I just let them go bring the customers to me. And then that gives you another level of leverage, too, because if I acquire, you know, let's simple math, let's say each one of these agencies bring me one customer a month. If I can get one agency a month, by the end of the year I have 12 new customers per month that I'm just doing some sort of rev some sort of deal with them on. And then next month, I'm at 13, and then 14, and so that stacks. Now, obviously, part of that's going to be how do we activate them? What is the affiliate journey, the distributor journey? Do we have a distributor churn?

4:32Um but just like a customer, if we can get 80% of them activated and still referring us business next year, that creates a stackable, compounding business that makes the business valuable even though the nature of the work itself is one-time. >> There's only one issue with that. Sure. >> Is that >> And then let me go through the whole thing. >> I [laughter] just want to It it is is No, no, I you said some interesting things that I'm going to think about. Um the agency since COVID now um are distributed all over the country, and really our true customer is the producer for the agency.

5:07Right? So the producer just got a job for Coca-Cola and needs somebody to produce it for them. That's when they call us. So a lot of those people aren't full-time, and a lot of a lot of my relationships really aren't with the agency. It's with producer or the account team. >> I think it works the exact same way. You just swap agency for producer, but >> Okay. Same same. Yeah. Cool. Thanks. >> Yeah. You bet. If you're a business owner and you're not growing as fast as you like, I'd like to give you a free gift. So my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through, and more importantly, where they got stuck and how they got past it.

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