Fitness-Coaching mit Chris Bumstead: 100x-Wachstumsziel

0:00Unternehmer/Gast So, okay, so my co-founder Chris Bumstead and I built Standard for men to attack comfort and low standards head-on. Through our transformational online coaching, we allow men whose bottleneck to their success is their body the opportunity to earn self-mastery and transform their bodies within our four-step success-guaranteed system.

0:21We're at 150k MRR. We want to scale to 15 mil MRR in the next 3 years. We've produced thousands of transformations and worked with 100-plus pro athletes, but we are demand-constrained. You want to get to 15 million a month? Is that what it was? Okay. Yep. So, get to 15 million a month. All right.

0:44Okay, so what's that? So, it's a a 10x is 1.5, 100x is 15 million. Okay, so we need 100x. So, what how many sales per month are is it right now? What's the price point? Yeah, so right now main thing we push towards is a 15k PIF. Okay. All-inclusive telemed with one-on-one coaching. Got it. >> Master the whole shebang. Obviously, we can scale the price, but this is just initially where we're at.

1:09>> Yeah, so you're selling 10 per month at that price. Is that correct? Yeah, just about. >> Okay, 10 per month at 15. Okay, what's the funnel right now? Meta ad into VSL page with an application, sales kick utilized to financially qualify, setter doing manual touchpoints into a one-sale close.

1:32So, ads, VSL, application, qualify, SDR. Oh, no, there So, the the touchpoint, tell me about that. Like, is that a phone call? Or is that >> So, so we actually first off shout out to your ACQ AI. That thing is disgusting. >> Thanks, man. So, completely re- redid everything and we'll be implementing the whole double dial, the the whole funnel system that that you talk about in all the sales processes. So these metrics are off of what we used to do. We will be implementing what you kind of consider like best practice. Okay. So what were the metrics that like what was CAC before this?

2:09>> Yeah, so okay, so daily ad spend 1,300. We were a 3,500 CAC. AOV about 12K. Okay. Upfront cash collected ROAS 5.4 and rev ROAS 7.8 over the last quarter. But but caveat, it was extremely inconsistent. Three weeks of like just not there and then a single week of like randomly hitting good.

2:34The last piece that I'll add is that was in utilizing payment processors such as Mhm. To where they take which I mean it's nice for scaling. It's nice to get cash, but I don't know if it's a long-term move. Mhm. Oh, you mean you had a BNPL option by now pay later type thing? Financing. Yeah. Um okay. So a couple things. So the the ads themselves who who are in the ads? Chris predominantly from a cultural standpoint and then myself mid funnel is what we're going for. I'm like he's not going to be the salesy person. I'm yeah and then VSL is shared between the two of us to show the the correlation and co-ownership.

3:13Alex Got it. Okay. So I'll say this. I think the spend might be too low which is what basically insufficient volume feels like volatility. Mhm. Because like if you think about it like if you have $3,500 CAC and you're spending $1,300 a day, you're going to get one sale every three days. It feels very lumpy. And if for some reason you don't have a sale every three days and it just means you have nothing for six and then you have two in a day, right? It's still the same percentage, but it feels like nothing's happening. And so when you have higher price point stuff and CAC is higher, you need daily spend to be significantly higher which is then going to create the second problem which is you're going to not have enough creative uh to fill the funnel. Normally I would say we would want more top of funnel stuff, but given the size of Cbum's audience and brand, I don't think I think I don't think he needs more recognition. Um but you will need more creative.

4:02Alex Mhm. So, how many >> what pieces with or sorry, go ahead. Go ahead. >> How many How many pieces of creative um are are you are you like basically making um per day that you're launching? Last quarter, not as consistent as we'd like. Running into five new creatives for myself and five new creatives for Chris. >> Per day? Oh, per week? >> Per week. Yeah, so with your spend volume, like I would like to see like, I don't know. I mean, kind of like a lot, man. Um like to put this in context,

4:37>> We're talking 100x. >> Yeah, it's a lot more. Um so, put it in context, like we put out 250 new ads per day. Mhm. Um now, our spend's higher, right? But if we're at, you know, even 100 times spend at 100,000 a day, we'd still have signi- like you're you're putting out five per week. We're putting out 250 per day times seven. We're at 1,500 per week and you're at five.

5:05Alex And so, the volume difference is is dramatic, right? And so, I would say like the first thing is number one, uh ads have to go from five per week to probably closer to like 100 as like kind of a baseline in terms of volume, number one. Um number two, I think we need to increase spend from your spending What is it? 1,300 a day? Yep.

5:30Alex I would like to spend 5,000 a day. Now, you're at 150 uh a month. So, I probably I probably wouldn't increase spend at le- I want to get to at least CAC, right? The just so you know where I'm thinking with this, it's like, can we spend 3,600 a day? Um because at 3,600 a day, that means we can get one customer a day with our existing, right? Yeah. That's that's just from a from a from a perspective change. Um number three, uh what's the conversion on the funnel? So, we've got um Yeah.

6:03Yeah, like walk me through like some of the stats here. Like, where's the big drop-off? Yeah, so we're CTR uh 0.8% 350 per qualified >> CTR's 0.8? Mhm. That's low. Mhm. Especially with Chris's brand. Yep. What's the offer? Uh so so that's that again, shout out to your your AI. We have that solidified now. Prior did not have it solidified.

6:29Okay. Uh but but where we're at right now, it is a uh six it's it's it's so basically it's like get abs in a year and completely change your life with our system. Okay. Otherwise, like we'll coach you for an additional three months free. Okay. What's the new offer? That that's the new offer. >> That's the new one. Okay, got it. Okay. And the old offer was what? It's coming in work with us. Okay, yeah. Yeah, that's >> [laughter] >> I was like six-pack in a year is actually pretty believable. I actually really like that. So, Well, so our norm is 2.5% every four weeks. So, it's like someone could be 45% body fat and get down to 10 in a year. And we have an incredible coaching system and an incredible accountability and like tracking data system.

7:08Alex So, like we we can do a conditional guarantee very easily. Yeah. So, >> But yeah, that's that's the new system. Okay. And the the 15K includes everything, all the telemed already built in? Correct. Okay, got it. So, number one, go from five ads a week to 100 ads a week, and you can do a blend of statics and video there. And the way that I would get more video is, again, like it's just you walking with an iPhone, take the best winners, put it on a teleprompter app so you can just see all your hooks, and just just walk and talk, right? Click click click click click like in an hour you should be able to get 20, 30 ads. All right, if you and Cbum do this, it's like there's 60. And then you can take the best performing those, take those, put those as static words with images of Cbum, obviously, cuz it takes him no time.

7:52Um, so that's how you can get to 100. And once you find winning hooks, you basically just keep reusing the hooks and just tweaking the meat a little bit and changing the background. That's one. Two, increase the spend ideally to CAC, which would be 3,600 or 3,500 right now, uh, per day. I know that feels a little bit gutsy, but you already have a proven model. Uh, and that's with all the steps not optimized, right? We're going to optimize the steps. Um, the front-end offer you're going to change. I like the six-pack in a year, especially with his brand, it feels very believable. And then on the, um, where are you optimizing the pixel from a, from a advertising perspective?

8:24Alex Uh, so so other than the media buyers just looking at like the outcome of did someone buy or not, they are feeding information back into it based on one closes, if that's what you're asking. So closes, because you don't you're not going to have enough volume. I mean, it's good to have it, but it's not going to be enough of a signal to the pixel. Like, you want something that you can get like a thousand on. Um, and so I would look at probably the application step would be the step that I would try and optimize around. And on the application, have a different thank you page for unqualified versus qualified, which is probably be a huge percentage of the traffic anyways.

8:56Alex Yep. And then just make sure the pixel is on the qualified only thank you page. Yeah. Okay. May May I May I ask this last question? If you were to try to do this in half the time, what would be the single thing that you would focus on the most? Uh, it's going to be volume of creative. I mean, volume of creative and spend are the are the two. Basically, that's what's going to explode the front end. Yep. Like, you need to spend more to get more get more at bats.

9:23Sure. And to spend more efficiently, we need a better offer and better creative, and that's what we just did. And then to make sure that we're actually getting served the right audience, the pixel on the correct qualified lead thank you page. Yeah. The rest of it seems fine. Like, at least for like what can you fix right now, do that first. Yeah, okay, perfect. Well, thank you Alex, I appreciate you. You're about to appreciate you, man. Congrats, I'm glad the AI served you well. Yeah, so appreciate it. All right, talk to you, man.

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