Warum dein Business trotz Erfolg nicht skaliert

0:00Uh, my name is Mike Nathan. Um, I sell cellular therapy in home to the old, affluent, injured probably, and athletic. Um, we're new, but we've got a million dollars in revenue, half in EBITDA. Um, we would like to get to 25 million. In home or In home. Okay, got it. >> mobile health care. Okay, is it like guy drives out or is it you sending machines? RN drives out, gives you an IV infusion in your home. Okay, got it. Um, we'd like to get to 25 million. We're built to be bought. We want to exit, so we think we're on the cutting edge of this. What's stopping us is my team is awesome. Okay. Great at from the NFL to a lot of great We have great business to doctor B2B sales experience.

0:45Zero B2C experience in that playbook. We're learning is wildly different. We have no idea what we're doing. Yeah. So, what's stopping you from just doing way more of the doctor stuff? Um, it doesn't it doesn't quite pay as well. Meaning, uh, we have people that knock on doors to, uh, orthopedic surgeons who are looking for patients with uh, alternatives to the surgery, PT, chiropractors.

1:10It's a lot of effort, and there's some that are going to refer to you and some that just will not. Yeah. Uh, so that's our constraint in a one market in the Twin Cities. It's a one market uh, play. Mhm. We know there are more people looking for this solution. Um, so we want to understand what the B2C is. If we go to then Dallas, Philly, LA as we try to scale it, we're convinced it needs to be a better ROI than maybe what we're doing right now.

1:36>> you doing? So, you're making 50% margins, right? So, what's the cost to acquire a physician? Cost to acquire a physician Mhm, who refers you business. Cost to acquire affiliate. Uh, it's often times just it can be a physician, so we don't track it that way, but it's um, $500. Okay, so it costs you 500, and then what does the average physician refer to you in a year? Uh, In terms of business. >> thousand Okay. >> $1,000. So, you're getting 12 to one there, and you already know how that works. So, like what stops you from doing 10 times more of that?

2:07Uh, we You're saying they don't pay well, but that's the part I'm not sure about. >> Well, we've we've we've we've run through the we've run through the woods and hit all the people that are going to refer us. The number is not amazing, or at least I just know there's more there. I assume there's more. There's got to be more than uh, you know, the 200 people we've hit in the Like you You mean you've only really talked to 200 in terms of like reach outs and and or you're 200 who signed up as affiliates. I don't know the number off the top of my head, but it's in it's in the hundreds, less than a thousand of B2B, uh, PT, chiropractors, orthopedic surgeons. We've done that.

2:40>> In the Twin Cities. >> And the super small people that have given us has been some give four, five, and six. Some give zero. Yeah. Do you have an active affiliate manager who's like regularly reminding them? Yeah, so with So, the the way that I think about affiliates is um, it's basically a second tier of customer. And so, you need to have somebody who's regularly kind of like stoking the affiliate fire to keep them activated and continue to get them to continue to refer business.

3:06So, I'll give you an example. So, there was a a roofing company, for exa- it was a restoration company. Um, they had one star star salesman, and all he did was he'd go around to other tradesmen and get them to refer them business. And so, they would get a thousand bucks to refer the restoration business business. But, the sales guy got 500 for every time they referred. And so, that guy all day long was knocking on doors, walking in the front door with donuts, asking them how they're doing, bringing coffee to the guys, and then reminding them that they existed. And that's all he did. And so, I think you were getting you're getting you're you're doing the hardest part, which is getting them to uh, refer. You just didn't have the the consistent referrals. Because if you had 200 active affiliates who were consistently referring you business, and most of these physicians, you know, especially like GPs, things like that, like I mean, they see thousands of patients. And many of them could probably benefit from the services you have. And so, the activation is both getting them to refer consistently, but also uh, percentage of customers that they see that they refer to you. So, it's kind of both sides of it. And so, I think that the missing link with what you were already doing was just that the you didn't have basically the continuous affiliate marketing strategy to get them to keep sending you business.

4:18So, that's probably like right now today, I would fix that first. Because you already have the acquisition system, you already have the network. And so, for me like reactivating that affiliate base would be the first thing that I did. So, this gentleman is using B2B outreach to get uh, physicians and therapists to refer him business. Now, the part of what he was missing is if you go to 240 in the Leads book, uh, which is the affiliates chapter, um, I talk about the launch and integrate model. And so, basically, uh, right now he actually was missing both of those.

4:46So, launch is like you want to do some sort of big promotion with them so that you get to all their customers. Now, they were giving him like a trial customer, and he was basically not getting any customers beyond that. And so, if he's acquired 200 affiliates, and each one of them is sending him one customer, it's cuz he's he's basically not following up with the test that they're making. Like imagine if you, you know, if you have a a business and you have customers, and someone says taking you for me business, you might be like, "I'll send you one, and I'll see what they say, right?" But, it's a trial. And so, basically you have to think about getting these affiliates on board is like a trial, but to convert the affiliate into an activated affiliate, right? And so, a launch is step one, which is that okay, maybe you you succeed with the trial, and then you propose, "Hey, let's do some big campaign to send a lot of your customers over, uh, and then you can make money, we can make money, everybody's happy."

5:30But, the long-term goal is full integration, right? Which is at what point in your process can we uh, integrate our business so that what you sell is merged with what we sell, uh, so that we don't have to do any extra work or remind you, you just do it on your own. The second thing maybe, cuz you might just reactivate the base, and all of a sudden you're like, "I got 200 guys referring me business. Holy we're at 10 million." Um, but uh, the second thing I would consider probably I would I would still probably focus most of my time on the B2B cuz you already have it. Um, but for this business I think that it it lends itself for What's the price point?

6:02$6,000 a treatment. Per treatment. Okay. Wait, so so the average doctor will send you one $6,000 patient per year. When you said it costs you 500, they'll send you one patient. Interesting. So, do you have a process for once the patient gets the thing calling the physician up? So, sorry. Say that one >> So, like I'm Dr. Smith, I send you Sandy, Sandy goes and gets the Well, you come to Sandy, and Sandy gets the treatment. Is there a cycle where you call back me, Dr. Smith, and say, "Hey, we just dealt with Sandy. Here's some of her stuff."

6:32Uh, not in a medical term. Like we're not putting notes back in cuz it is private. >> For sure. Yeah. >> But, but we do we ask for more referrals. So, there's a circle back that way. There's not a a uh, patient loop back. Okay. That's not true. Sometimes that does happen. Excuse me, it does. >> Yeah. That's not systematized, though. Yeah, I would systematize the hell out of that. >> Yeah. Cuz it's like, "Hey, you just sent me this person. Like, let me close that loop for you. She's awesome. We did this thing. She loved it. By the way," and then we have the you know, the opening to the to the others. Like, "What customers did or customers, sorry. What patients did you see this week uh, who you think would be a good fit?"

7:05Right? And rather than saying, "Do you have any?" it's "Which ones would be?" is the question. Small training stuff, but it matters. Um, so I feel like there's so much on the B2B side that honestly I that's probably where I'd be ripping apart. >> go after a B2C approach like advertising online, going uh, pushing in on a strategy on that. It's not that I wouldn't, it's that when I think about So, this is difference in like theoretical and actual. Like, I would Given given the fact that you like you're already running good margins on this thing, basically doing it and take this the way I mean it, completely unoptimized like right now, right? And I again, I'm not this is not a a slight.

7:42Um, then I'm like, "There's so much juice left in this thing. I don't want to now start something new. It's like I barely got this one going. I want to like crush this." And when I'm when I'm like, "No, we've like we follow up with every single person. I've got a full-time affiliate manager who stops by. Our affiliates I'm calling them affiliates, but doc- you know, drops by the docs once a week just to remind them, say nice things. Hey, by the way." Like, that is happening all the time, and we've already covered like literally every single physician in the Twin Cities. Then I'm like, "Okay, let's go B2C." But, if we haven't completely squeezed the hell out of this thing, and it's already working at the level it is right now with like zero like you're only getting one patient per doc. It's like so Yeah. Yeah, so you're getting B2B customers the same as getting one B2C customer. I understand why you'd be frustrated cuz you'd be like, "Well, it. I'll just it. I can sell one customer on my own without having to deal with the doc." But, the whole point is that like I want them to be sending 20, 50 a month.

8:33And they can cuz they have the volume. And I think that first one has to be like a beautifully choreographed experience because that first patient's the test run for them for you, Yeah. right? They'll refer you one, and they'll see what happens. Right? And so, one it's like Sandy's got to be blown away, right? She's got to come back and be like, "Oh my god, that place was amazing." And then you also have to go back to the doc and be like, "We blew Sandy away, by the way." Um, and so, I think you have to tackle it from both sides.

8:58Okay. That's what I would do. Getting into the ad side, you absolutely could do it, and we could walk through some, you know, whole strategy there, but I I if if we swap places, that's where I would be focused on that. >> to try to expand into other major metros in the next 18 months, Yeah. would you would you have the B2C sorted out before you went to the next market, or would you >> Honestly, no. If I crush my B2B play, then I just run my B2B play playbook in a B2B playbook in a new market.

9:25Like once I find something that works, I just want to just Do more. Yeah, pillage. Right on. Thank you. Yeah, no you bet. Now, if you if there's no way to do that integration, which there always is, but if for some reason you're have limited beliefs about the world, what you can do is basically you have to pay affiliate managers to consistently kind of like kind of like account reps. And so, they manage the relationship with the affiliates to remind them that you exist and remind them to promote your stuff. And so, if you have a a handful of good affiliates, they can be worth their weight in gold because each of these business owners is is advertising on your behalf. And so, if he has 200 businesses, which is what he said, imagine harnessing the horsepower of 200 businesses of advertising and forcing it through one.

10:04Well, if you have that, he's easily going to hit his $25 million in sales. He just needs to activate and better use the resources that he has at his disposal right now. And on top of that, he's already really profitable. We see that the model works. We just have to do more of it. So, if you've hit a revenue ceiling or your entire business relies on you to grow, then I'd love to invite you out to our headquarters here in Vegas to learn how we scale. It's a my team spends 2 days with you to identify the thing that's holding your business back. And so, if that sounds interesting, click, book a call, and if you're a fit, we'd love to potentially see you out here in Vegas.