ESYB2 022 - How This Business Started
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[00:00:00] Before we talk about exciting things like how this particular client reached such heightened revenue. Of course, that's exciting. We'll get there, but I think actually what's really valuable is to talk about how they got started because very likely you're getting started and so Maybe you'll see some similarities So this particular client Now jeff, I think is maybe in his early 60s or late 50s something like this But he had a business, a different business before where he would actually go to people's homes and he would be the one scrubbing their bathroom floor and cleaning those grout lines, the grout, the dirt between the tiles and it was really hard to scrub and when he was younger, like in his 30s, in his 40s, in his whatever age, you can do that manual work but as you get closer to like mid 40s or something Even 40s, depending on who you are.

It becomes [00:01:00] really hard manual work, like you have to dig and scrub. The scrubbing is really tough scrubbing. That was really his experience. And so out of a need, out of that need, he contacted a chemical company. And he worked with them to create a solution that would be potent enough to, if you can put a solution into the grout lines and wait like 5 minutes, The chemicals would help to dissolve all the dirt and grime so that then you can scrub lightly because that's what he needed it for his job.

So the takeaways really are important that are important are he knew this industry because he already was working in it because we always talk about like find something that you have experience in or passion in something that you know. So he did that. Not on purpose. He just was by accident. Like, that's just how things played out.

And the other thing that happened is he knew his target consumer, his target audience, really well. [00:02:00] Because he was his own target audience. This was a product he first made to make his own life easier. And in the startup world and entrepreneurship world, sometimes, you may have heard this term, people say, we eat our own dog food.

It means, like, we use our own products. It's so important because you've got to be passionate about your products because first you need to perfect how it's used. If it's great for you, it's probably great for other people. But if you think theoretically, oh it may be good, I don't know, I have never used it, I don't care, but I'm just here to make money.

You see that that's the difference. Many people get into businesses where they're like, I just need to make money, whatever, I don't care, I'm going to sell t shirts today, uh, something tomorrow, something from something else tomorrow, different day, but I don't know that market in depth. See, that knowledge for this entrepreneur was, he didn't even know that it was going to play out, that it was going to be incredibly important, but it [00:03:00] turned out to be wildly important because he ended up creating something.

But this is still his business, where he was just going to people's homes, scrubbing his ear. This basically saved him time, that he would be cleaning, because it would be way faster, because he didn't have to scrub the floors, and he would do a better job, right? So actually, it boosted his local cleaning business, where he would just go to people's homes.

And then he tried to sell it online. That same bottle, he knew it was good, because he literally used that bottle and all the competitors, he knew it was good. But he had a struggle selling it online, and so he enrolled in one of my courses and the course was okay. I think he's enrolled in my YouTube marketing course because he was making some videos showing how to clean the grout cleaning videos.

And those videos were kind of getting some views, but they were not generating that many sales and. I used to do office hours. I stopped doing them. I'm resuming [00:04:00] doing them. I kind of do them sporadically. It just takes a lot of my time, so it's really hard to do. But on these office hours, when I used to get on a call with students, and students would ask me all kinds of questions, I met him and I talked to him, and I started, actually, he asked me, I don't promote this, but he actually asked me to become his Just a coaching client.

More than a student in the courses, but he wanted to become my coaching client so that we can meet regularly and talk about his progress and create a strategy for him. So we did that, and I told him, OK, what's the biggest store in the world? Hmm, Amazon. Amazon is the biggest store in the world. You should be on Amazon.

And because he wasn't finding the right marketing strategy, because YouTube is OK for this particular product. It's okay as a secondary marketing strategy is great, but he was not doing the most effective marketing strategy. This was a crucial error because, you know, he's not a marketer. He's a [00:05:00] person with a small business.

He's, you know, like a blue collar person, just person who works hard. He's not like an online digital marketing person. So it was a struggle to find the right marketing strategy. So I found we identified the right marketing strategy. It's search based, right? When people. If you need a solution to clean their grout, they're going to go and search for it, either on Google, either on Amazon.

And that's the initial market. So we focused on that. And he had a lot of struggle in the beginning because again, he'd never did Amazon before and he never did really Google SEO before. So to prevent this video from going too long. This just, this video was just to focus on the struggle period he had and to explain to you how he got to making his product and how it's different than if you just roll out of bed and you think, well, I'm going to get a product, you [00:06:00] know, from China or from Alibaba, you know, people can get products to sell or do some other business that I don't have a lot of expertise in.

You see that that's the value of having expertise. It's not. It's not just empty words that I say, you know, do something that you have experience and passion and, but that's foundational for creating a great product, knowing your audience and out of that, you'll be able to make something really great that will resonate with your audience.

So in the next video, let's talk about how he actually promoted his business and the struggles with that and how he got to the successes.

