Lizenz-Shirts mit TV-Marken: Das Geschäftsmodell dahinter

0:00My name is Liam. I'm 24. My business is going to do about 6 million in revenue this year. >> Uh and we do apparel TV shows unlimited time exclusive drops. >> Apparel. Okay. So, you do So, you partner with a you partner with Shark Tank, right? I'm saying hypothetically. So, you partner with a TV show and then you make Shark Tank merch and then you drop they drop that merch on their show and you deliver.

0:25>> We market it ourselves. We drop it through our channel. So, it's a collaboration, but it's all through our own channels. >> But you obviously get to use their brand in the advertising and and then you do some sort of like split on the profits, I'm guessing. >> Yes. >> Yep. >> Okay, great. So, you're doing 6 million. What's internal revenue? Or rather, what's gross profit and then what's internal revenue? So, that's kind of three numbers there.

0:53Uh gross profits this year were going to be running at about 10 to 15%. And about 30% last year >> for >> So $6 million is what you made. That's how many shirts were bought, right? >> Yep. >> Okay. $6 million of shirts are bought. >> What do you sell a shirt for? What does it cost you fully loaded? >> Uh $50 for a shirt and it costs about 12.

1:19>> Damn. Okay. Okay. Okay. So, you got 38 on on 50, right? Is what is what you're making, right? >> Yep. >> Okay. Fantastic. Now, [sighs] uh so what's that? That's uh 75%ish gross margin somewhere in there. Okay. So, that's fine. Now, of that $38, what's the split between you and the TV show?

1:46>> Each license is negotiated independently. You convert from 5% to 25% between one size VIP. >> Oh, so they get 5%. So they would get $25 per shirt all the way to getting, you know, 12 bucks a shirt. >> Yeah. >> Okay, that's not bad. That's not bad. Okay, this is workable. Uh, so I'm just going to say like midpoint, let's just say midpoint is 10 bucks. All right, we'll be aggressive with it. So 10 bucks. So you actually got $28 per shirt on on um on a $50 shirt. Call it 25 with other [ __ ] So 50% um is what we're working off of. Okay. So what was net profit?

2:27>> About 600K. >> Got it. 10%. Okay. So what's the problem? >> Uh we've completely capped out on our we do almost exclusively paid traffic on Meta and Tik Tok. >> We drive people to a wait list for the drop. We hype the drop up and then we do a launch. >> Um, >> and the pricing model, we base it off of what we can fire a lead for. And the problem is our cash flow becomes super inconsistent because each IP performs wildly differently in terms of how much reps. Um, and some weight lists will convert at like a 25% weight list to purchase ratio. Some will convert at 5%.

3:10Uh and so we need a more cost-effective way to acquire leads because essentially we're just dead in the water. >> Yeah. So I think the the big thing that's actually missing for you is predictive data. So you being able to say like you're like well they perform wildly differently. Well the more you do it and the more data you track the less wild it should be. Does that make sense?

3:36>> Yep. So if you were to take somebody, I'll give you an example example. If somebody else were to go launch a book, right, and they have call it 4 million, you know, YouTube followers, whatever, and I launch a book and I have 4 million YouTube followers. Why is it that my book is going to sell way more than theirs, right? You should be able to answer that question quantitatively. And so that'll take a lot of the guesswork and the volatility around which brands you partner with and the power of the negotiation because I'm sure there's some deals where they thought their brand was significantly more valuable than it really was. And there's probably other brands and this probably even sometimes more often the case a brand that they don't think it's that valuable at all and in fact is actually super valuable in terms of the people who are willing to buy.

4:26>> Yeah. Okay. So thing one is predictive data. thing too. Have you considered going to influencers and doing this exact same model? we have um the big thing is emotional relevancy to the show or to whatever the IP is for a lot of influencers they're not particularly well for something like that where it's like a really good example is the milk boys with full right find a common audience they have a hierarchy of brand over they treat themselves like ambassadors um we've looked at it we've we've interviewed you but the numbers just never made sense to us.

5:11>> Well, I mean, like I I feel like they should cuz like you're you're you're taking premium TV shows which have a lot of times smaller audiences than like some big creators do. >> Right. >> I mean, Mr. Beast could drop a t-shirt and do your entire year's revenue in like a day.

5:39You can dive deeper into the creator economy, leverage already existing audience. You don't have to spend so heavily on ads. >> Yeah. And they'll collab it with you and there's a zillion of them and a lot of them don't make money >> and and they're not going to be hardcore negotiators. >> Sorry. Go ahead. All of the IP we're collecting are in a specific niche.

6:07Yeah. >> And as we retain a whole lot of the IP, we can renew these uh these releases over and over again. >> Okay. >> And that makes us uh an acquisition target when we have all these relevant IP. >> You mean just the t-shirts that you're allowed to use and the and the ads that you can run for them. >> Exactly. Because all the TV shows, they're anime TV shows. >> Oh, word. I got it. So, you're super niche. I didn't get I didn't hear the the anime part at the beginning. Okay.

6:33All right. Um, so the issue is what is the issue is that like it's not growing as fast as you want and I mean what kind of exit do you want? >> I would like to get positions for like uh four to five EBIDA within two years, you know, in like the 10 plus range. >> Well, who wants to So, okay, I'm going to say it back to you. So basically like you'd want to make like three or four million bucks on a sale.

7:02>> Yes. >> Okay. Um who would be who would be an acquirer for a business like this? Who's the buyer? >> Uh big media distribution companies. There's a whole bunch of uh moving into westernizing this Japanese IP. Um there's some pretty big players. Multiple billions of dollars in space now. >> Yeah. But if >> the customer list and all the uh the exclusive IP

7:28>> I have two pieces >> exclusive right? >> Yeah I have two pieces of relatively kind of maybe bad news. So bad news number one is that multi-billion dollar companies don't write $4 million checks. It's just it just it's dimminimous right? It doesn't it doesn't move the needle. >> The second issue um is that the nature of what you do is not that complicated. like I could just have the show and make my own t-shirt, right? And I don't I'm not saying, believe me, I'm not saying this because I want to blow your balloon up. That's not the That's not my point. Um I'm just going to because I want to I want to help. So you're all in anime. I mean I mean what about anime creators? There's tons of those even in that niche.

8:16>> Yes. This is this is what we're looking at doing next is building out a really solid ambassador program. Um and scaling to >> I mean you could build I think the ambassador program so if we're talking about high leverage right I think the ambassador program is really smart for a couple reasons. Thing one is that each of the ambassadors themselves once you like you can they could go promote each of these other products and then make money like you build your own functionally a Tik Tok shop of t-shirts via ambassadors who are pushing them because they think the t-shirt's sick.

8:44That's not that hard of a push and a lot of people would sell that, right? You'll then see which ambassadors have the most pull. So you'll get early data and then what I was talking about earlier with predictive data, you will then be able to say, "Oh, these here's we have a thousand, you know, ambassadors of people who are micro and nano creators and maybe mega creators around anime and we're going to make t-shirts for the top hundred of them and do drops so that every week uh we do two drops a week for these creators and they're going to go promote other other t-shirts for the premium brands that you were talking about the IP um throughout the year, but you uh but they themselves will do two drops uh for themselves, which will which will pull way [ __ ] harder.

9:26Anyways, >> okay. So, to just to make sure I understand this, it would be partnering with larger creators, doing drops relevant to their audience, building relationship, and then they would also double dip where they would promote for our exclusive IP releases as well. >> Yeah, >> that's actually a really good idea.

9:49All right. Thanks. [laughter] Yeah. Thanks, David. I'm all the creatives. All right. >> There you go, brother. Have a good one, man. >> Yep. Bye. >> See you. That was great. >> [laughter]