51-Millionen-Ecommerce: Wenn der Gründer der Engpass ist

0:00Unternehmer/Gast I sell genetic reports and supplements. >> Okay. >> And we've done 51 million. Going to be 51 million this year. >> Amazing. >> And every year is growing. So, about 22% growth this year. Um about 22% EBITDA. >> Okay. >> Um a lot of our systems are in place. The place system that needs the most work is our marketing and funnels. Our retail is by far our I would say by far we do about 22% retail, 40% wholesale, and the rest on Amazon.

0:30Alex >> Okay. >> And I would say the biggest thing holding us back is Huh. Probably me. Um because I have a head full I'm a doctor. And I have all this information and I have all this genetic stuff. And I have all these different types of people coming to me and saying, "I have this problem. Can you apply this genetic solution? You know, I have these genetics. Can you evaluate the problem and give me a a guide?" Yes, here it is.

0:57So, I deal with infertility, pregnancy, neurotropic issues, depression, anxiety, ADHD. I mean, all that. And I can solve it with my systems. >> Okay. >> And I've got tremendous outcomes. And that's why we grow naturally, word of mouth, as fast as we have been. >> So, only word of mouth? >> Yeah, word of mouth, literally. >> This whole time? >> Yes. >> Wow. We do have >> Google ads and meta. Um but

1:22Alex >> What are you spending on ads? >> Maybe 60,000 a month. >> Okay. >> 50,000 a month. >> Yeah. >> Um and they don't they convert but they're not >> I will agree with your claim it's word of mouth. >> Yeah. >> [snorts] >> Um so, I would like to establish clarity for myself so I can go to my team and say, >> [clears throat] >> "Look, this is the one thing that we're going to be working on." And we're going to be dealing with say infertility or pregnancy or what have you. And then we we build the funnels and the systems and the director marketing or whatever the funnel that's going to be.

1:53Guides the team. And we can then grow and keep going and the next dollar figure I don't really care. I don't think I'm going to sell. I'm not sure. I got three three sons. >> Yeah. >> You know, extremely possible and happy. My CEO and I are both in. We we love the business. As long as we're having fun, we're going to keep going. And you [clears throat and cough] know, I'm I'm comfortable. I've got all the money I want. I could retire now, but I I I have this knowledge in my head. >> Yeah.

2:20>> Got to get it out. I want to help more people. >> Why do you So why do you want to unless I misunderstood, why do you want to niche down? >> I want to not niche down necessarily. I want to establish clarity. >> Yeah, you want a unified message. >> I want to get a unified message and how do you unify a message when it's whole body and you have all these people I mean, I used to go to >> Well, I think you chunk up. I mean, like to me the message you have is really clear. Which is that the problems that you have come from your genetics.

2:48>> Well, they come from your genetic vulnerabilities, but they they truly come from your environment and your lifestyle. >> Okay. >> So. >> So it's like your problems come from one of three places and we will help you with this one or like I I think this is I don't I don't think your messaging is that as confusing as you feel like it is. >> Well, let me let me give you this. >> I feel like I understand what you do. >> Yeah, so I wrote a book called dirty genes. Not these, but genetics. Right? >> So that would have been a turn, you know.

3:13>> [laughter] >> So I didn't used to do landscape construction, but so with dirty genes the concept is we all have genetic vulnerabilities. The majority of genetic variations that we all inherit, we all have predispose us to various risks. Blood pressure, anxiety, certain situations, what have you. I can look at your genetic report and say, look, you have genetic vulnerabilities here. If you apply this lifestyle, that clean up your environment, if eat these foods, avoid these foods, take all these nutrients, evaluate these labs, you can bypass all these genetic variations.

3:43>> Uh-huh. >> So that's that's the concept. >> Yeah. >> So optimization of genetic vulnerabilities. Improving outcomes. >> I feel like this is so clear. I'm trying to I don't understand what's wrong. >> The what's wrong is is well, possibly I've been talking about this >> site super confusing? Like like with this like people Do people come in confused? >> Customers will come in well, there's a lot of influencers out there which I don't name names, but empty Jafar who's not part of the genetic variation empty Jafar.

4:14Alex Okay. Okay, so I empty Jafar is is a common genetic variation which reduces >> Okay, so how about you were doing names? >> names >> I was like this guy just came out swinging. He's like I'm not going to tell you about Joe Rogan. I'm not going to name names. Yeah, yeah, go ahead. >> Yeah, that that >> [laughter] >> You're good. Okay, so empty Jafar >> Okay. >> Sounds like a lot of Anyways, go ahead. >> Yes. Yes. So, I am I would say the world's foremost expert in this area. And so these influencers have hacked on to this

4:44>> Yeah. >> and they're using fear to sell supplements if you have the genetic variation. >> Yeah. >> The that is incorrect. >> Okay. >> So, I got to get back on social media even though I was on social media in 2011 and 12 and speaking all around the world on this. Now I feel that I have to get back on social media and talk about this. >> Do you think you could easily take a recruit those influencers and like teach them the right

5:08Alex >> Well, what's funny is the influencer that you're talking about he read my book and said I was a major influence on him. I was like dude, you need to read the book again. >> [laughter] >> So, regardless >> Yeah. At least he's a fan. >> [laughter] >> Yeah. >> Well, I'll say this like I think that um To me I'll say this. I think that probably I think I speak for everyone here. I speak for all of us.

5:36I actually think that what you have is really clear. Like I wasn't really confused by anything you said besides empty Jafar. But but the actual like what you do it's like you We genes, we test genes, three things influence them, these things you control. This one we add in and we sell it. That makes a lot of sense to me. >> Yeah, we sell it but also we we just have tools that help you understand. >> Yeah. >> Cuz even if we don't sell it and I actually don't want Yeah, and I don't want people to buy a supplement if it's the wrong one and that is actually a huge problem. You know, our sub is really strong and effective if if a mother buys something for her son.

6:09>> best sales pitch. It's awesome. >> Yeah. Well, it's true though. >> If an erection lasts longer than 4 hours, like call Guys, be careful. I don't want you to take too much. Yeah. You're You're crushing the pitch. >> [laughter] >> Yeah. So, how do you decide a marketing funnel that would convert a confused mother who's or you know, or an infernal dad? >> This is a quiz funnel. >> Yeah. >> Yeah. >> I I figured you were going to say that.

6:35>> Yeah, for sure. I mean, this is like I just figured you already had one. >> Well, I need a team that will build it for me. >> Yeah. Um this is this is super like you just don't know anybody in the marketing world. But what you need We can hear. Um what you what you need though is like you need one guy who Like this is not This is It's just somebody who lives outside of your world but in the marketing world. Who here is in the marketing world who's like considers himself What is he What What he's asking on a scale from one to raise your hand, is it hard to build?

7:05Alex Right. This is super easy to build. Like you can build this in an afternoon. This is like a Jotform that has that has quiz-based questions that then just decision trees into 10 different uh videos based on the 10 most common issues that people come in with. >> Yeah. >> That's literally it. And then after that, make recommendations of his products. Like super easy. >> Yeah. >> So >> My plan is to make a bunch of videos for YouTube, longer form-ish, and then >> [snorts]

7:30Alex >> cut them short on, you know, whatever. We'll put them on LinkedIn for B2B. >> I would do this if I were you. I would recruit as many influencers who are science scientific, I'll say that, scientific, scientific about health and wellness and things like that. I would recruit them after I build my quiz-based funnel, and then I would have my kind of low-ticket or low-barrier offer be the genetic test. So, they take this, and it's like, "Great, you could be disposed to these things, but take our test." Great. And then they get their test results, which I'm assuming gives them recommendations on supplements that they would

8:05>> It does not because I don't I don't I think we're the only ones that create a genetic report which don't then sell our own supplements because I don't want people to go to supplements first. I want them to do lifestyle first. >> Yeah. I I had to like shake my own head. I'm like, "Yes, Russ, that's good. Yes, help people." Be a good person. Well, it's true though cuz I mean I know it's true too. You're so noble that you you want to help people.

8:34>> [laughter] >> They're eating, you know, absolute right? And they're like, "Stop eating the crap, and you might not feel so bad." >> Yeah. Yeah, and buy my supplements. But, uh You feel 10% better. Uh 90% comes from no McFlurries. 10% comes from my supplements. Uh but but do both. But anyways, so uh on the way in this is this is influencers to me, influencer traffic on the front end, literally just preaching your gospel, having them read the book, take out the snippets, you know, promote that to their audiences. We have to have some front-end offer that they'd be driving towards. I'm guessing the genetic testing would be the thing. Do you sell via phone or people just it's follow-up sequences that they get them to buy the products after they do it?

9:13>> sequences. >> Okay. Right, so then if then that makes it even easier because if you're willing to do affiliate, how much does the genetic test cost? >> Well, we stopped offering it, and I just emailed today a whole genome company that we have good rapport with to white label it. >> Uh-huh. >> Um we couldn't control the quality of our genetic tests. >> Uh it'll be $400. Whole genome now, four or $500. >> Great. So, this is what's the margin on that?

9:40Alex >> Uh it's going to be low I would imagine. >> Okay. So, Yeah. >> [laughter] >> I believe you. >> [laughter] >> So, this is what I would do if I were you and I wanted to grow this and help more people. I would recruit the influencers. I would say I'll give you 100% of the profit on the front end of test cuz I want as many people as possible to get tested. And then I would give them all of that profit so you make zero on that which you'll love.

10:07Alex >> [laughter] >> I did work with Mother Teresa for a while. >> I believe it. I I believe all of us did too. And then after that I would have all my segmentation sequences where I can maximize profit and you're going to get so much ancillary cuz people are going to hear about it they'll still go to the site and buy. And then the people who go through the test they'll be happy to push it cuz they're going to make decent money on it if you give them all the profit but it costs you nothing. So, great. And that way that would be my that would be my process to really scale this.

10:31>> Okay. Appreciate that. Thank you. >> If you are a business owner and you are 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 road map 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. And so we broke it in these 10 stages and we made this little kind of quiz thing where if you put in your business information it'll tell you where you're at and the most important part for you what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources and finance. And so, no matter what you're struggling with someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information and if you want us to actually help you deconstraint the business and you're trying to scale we'd love to help you out. On the thank you page you can just book a call with my team and we will look at the business, see if we can help and if we can we'll invite you out to Vegas and we'll do this in person live.