Rank #1: 60: How to Become Financially Free with Tony Robbins
Tony Robbins talks fast. Conversing with him is like riding Space Mountain: You get in, you hang on, and before you know it, it’s over and you’re left feeling bewildered, slightly euphoric, and wanting to smooth your hair.
Robbins has become a household name as the man who popularized life coaching. Imagine your client list including Oprah, Princess Diana, and Bill Clinton—all before you hit your mid- 30s. He’s spoken to more than 50 million people in 100 countries. To call Tony Robbins just a self-help guru would be like calling Muhammad Ali just a boxer. It doesn’t quite cut it. He is a force of nature, an industry, and a global brand. His advice is still sought by the likes of professional athletes, CEOs, movie stars, rappers and world leaders.
When Foundr interrupted Robbins’ schedule for an interview, he was 40 miles from the Arctic Circle, racing Lamborghinis across a frozen ice lake. As you do. “I was eaten up by my crazy schedule, going to 15 countries a year, so I decided, ‘I’m going to find a little time to play,’ and this was on my list. So it’s nice to be able to experience it.”
It’s a fitting vacation. Robbins is best known for his high-intensity seminars. To say he’s bursting with enthusiasm is an understatement. It seems as though he’s sitting atop an erupting volcano of energy and optimism. His voice is booming, with its trademark rasp. He makes each point with the force of an artillery bombardment.
In this interview you will learn:
- How to deduce your market to the metrics that matter
- The steps you need to take in order to be financially free
- Turning past pain into pure motivation and a hunger for success
- Tony's ethos in living for impact, and how the money will follow
- How to serve your client in the best possible way
- & more more!
Sep 30 2015
Rank #2: 03: Marianne Cantwell Shares with us Step by Step How to Escape the 9-5 and Build a Business and Life You Love Online
Ever wondered how you ended up working the job you’re doing? Ever felt like you sort of just, fell in to it? Ever wondered how to escape ‘the corporate cage’? Finding out what you are good at, what drives you as a person, and then finding suitable work based upon that should be a keystone of our society, but unfortunately, it is not.
Entrepreneur Marianne Cantwell aims to change all that.
Marianne Cantwell works in helping people find their driving passion, breaking free from the corporate cage and creating “free-range” careers. She runs a successful business called free-range-humans and explains that your interests should be a key driver behind your actions, not the blind pursuit of riches.
Marianne Cantwell explains that living a dream is simple, it’s possible, and takes guts. As a woman who has thrown away the security of the 9 to 5 quite early in her career to chase down projects she loves, she is an authority on the subject. Put simply, she broke away from the corporate life and has succeeded doing what the rest of us dream about, which is running her online business from anywhere on the planet.
I Need Your Help! If you haven’t already, I would love if you could be awesome and take a minute to leave a quick rating and review of the podcast on iTunes by clicking on the link below. It’s the most amazing way to help the show grow and reach more people! Leave a review for the Foundr Podcast!
Nov 22 2014
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Rank #3: 81: 15 Million+ Followers on Instagram & Counting! Interview with The Instagram Queen Gretta Rose van Riel
Every day there’s an entrepreneur out there who believes that they’ve found the golden ticket. The one idea that is so revolutionary that it’s going to change the landscape of their niche and bring them a huge success.
Unfortunately, no matter how great of an idea it may be, nothing happens unless you have a brilliant plan to execute it.
So where to start in this crazy startup world?
Well, according to Gretta Rose Van Riel, it starts off with finding not just the right product idea but the perfect one. By using a bit of research, and a little bit more patience, she was able to find the type of product that took her to over 600k in revenue in just under a year!
By utilizing Instagram she managed to spread her brand’s message and exposure, growing to over 15 million followers in just a few years! It is very rare you’ll find anyone else as savvy as the founder of SkinnyMe Tea when it comes to the world of e-commerce.
In this interview with Foundr Gretta breaks down for us the nitty gritty details of the e-commerce world and shows us just what it takes to make it as a 21st-century entrepreneur.
In this interview you will learn:
- Learn the easiest and cheapest way to build a website for your business
- Important Insights on how to use Instagram to help start, grow and build up your brand account
- Learn how to identify trends and physical products that you can successfully sell online
- How to get your perfect funnel for you to start selling immediately
- The do's and don'ts of E-commerce
& much more!
Mar 01 2016
Rank #4: 272: The Sweet Smell of Success: From Bankrupt to $100 Million, With Poo-Pourri’s Suzy Batiz
For many consumers, the initial reaction to Suzy Batiz’s product is laughter.
I know it was for me. I remember back in 2008, my mother waving me over to the checkout register of our favorite boutique soap shop, giggling uncontrollably. I saw the tiny bottle and laughed out loud myself. Then handed one to the cashier.
After all, you just can’t walk away from a product called Poo-Pourri.
But it’s Batiz who has had the last laugh. A little over a decade since it launched, Poo-Pourri has become a household name and a $100 million business. The all-natural air freshening spray, once a boutique-only brand, is now sold by major retailers like Target, Costco, Walgreens, and more. Poo-Pourri has taken the world by sweet-smelling storm.
Given her success, you probably wouldn’t have guessed that Batiz had previously gone bankrupt (twice!) and once swore never to launch another company ever again. With a list of former businesses so long she can’t even name them all, Batiz had always come up short in pursuit of her big break.
It wasn’t until she failed hardest and stepped away from the world of entrepreneurship entirely that she had her life-changing epiphany.
The journey from broke to multi-millionaire wasn’t an easy one for Batiz. But her commitment to creativity, willingness to remain flexible, and her indomitable spirit helped her to shake the stink of failure and bring lovely aromas to bathrooms around the world.Sh*t Happens
For years, Batiz was the kind of person who always had a full-time job and a side hustle, with another side-hustle in mind should the current one fail.
“I had a lot of businesses, and nothing seemed to really work long term. Nothing stuck,” she says. “But I was desperately trying.”
She’d owned a clothing store, a beauty salon, and a tanning salon to name a few, and she grew accustomed to taking big risks in the process. She learned early on how to bounce back from failure.
For example, Batiz went bankrupt for the first time before she was even old enough to drink. At 19, she took on a bridal salon, and at 20, the salon had gone under. But that didn’t slow her down.
“I was in this frantic race,” she says. “I was doing everything that you’re supposed to do, you know, pushing through.”
She continued trying new business ideas until, in 1999, she experienced her second bankruptcy. This one hurt far more than the first.
Batiz had sunk much of her own money into building Greener Grass, a recruiting platform designed to match employees with the right company cultures. If views were dollars, she would have been swimming in cash, but when the stock market crashed in 2001, so did her fledgling business. Batiz lost everything.
“They took away the big house, the two cars, and I had to face myself,” she says.
Batiz realized that all her life, she’d been chasing success—which really meant an overflowing bank account—without taking the time to find out what she was actually interested in.
“What’s worse than losing everything is losing everything and realizing you didn’t even have fun to begin with,” she says.
So, Batiz called it quits on the business world and decided to take some time away from it all for herself. During those years of self-discovery, she found the world of essential oils.A Breath of Fresh Air
Ordinarily, if dinner party conversation trended toward discussing bathroom odor, it would be bad news for everyone involved. But when Batiz’s brother-in-law began to wonder over dinner if that unpleasant smell could be trapped and eradicated, sparks fired in Batiz’s mind.
After the time she’d spent working with essential oils, she realized she might be able to create something that would do exactly that. Off she rushed to her kitchen to spend nine months concocting the perfect blend of oils that would one day become Poo-Pourri.
In January 2007, she sold her first bottle.
“I really wasn’t interested in owning another business,” Batiz says. “I had sworn off business, but the product was so good, I had to bring it to market.”
She started with a website, and before long the wholesale requests came flooding in. Within a year, she’d brought in a million dollars in revenue. And it all happened through word of mouth.
“When you have an idea that is great, people tell other people about it,” she says. “I see a lot of people in founder stages stop at a good idea. And if you just have a good idea, it’s like pushing a train uphill. But when you have a great idea, people will stand on the rooftops and tell other people about it.”
Boutiques everywhere began selling little spray bottles of the cleverly named product, and before long, larger chains followed suit.
Seven years after launching, Poo-Pourri was bringing in $8 million in revenue, Batiz spent 12 weeks a year in Maui, and she truly felt like she was living the dream. But she believed her product could truly breakthrough and become the premier bathroom air freshener if she just made a big enough splash.
So, she decided to partner with the Harmon Brothers, the well-known creators of viral advertising videos, to create one of her own. You may recognize the Harmon Brothers’ name from their hit ad for Squatty Potty (yes the one with the unicorn you-know-what), or the Purple Mattresses “egg test” video.
In September 2013, the now-iconic video of a sassy-yet-classy socialite in a turquoise dress proclaiming that “our business is to make it smell like your business never even happened,” burst onto the scene.
In just four days, Batiz’s entire inventory had sold out, with $4 million in backorders waiting their turn to be fulfilled.
With the explosion in sales, Batiz knew it was time to invest all of her attention in creating a stable structure for her business, while still maintaining her company culture.
But how?Fear of Being Number Two
There are three words that define everything done at Poo-Pourri: defy, liberate, and transform.
“We don’t do things status quo, and we don’t ever want to,” Batiz says. “We’re over here shakin’ shit up.”
Batiz strongly believes in hiring employees who can become experts in their areas without micromanaging, and can make big decisions. Of course, with that freedom comes the responsibility of owning up when those decisions don’t pan out. But Batiz believes the best idea can come from anyone or anywhere, so she wants to make sure every employee feels comfortable taking initiative.
But above all, Batiz believes the thing that sets Poo-Pourri above the big air freshener companies is their ability to shift direction at a moment's notice. She calls that agility their “superpower.”
So when the time came to build structure into the business, she knew it couldn’t come with the rigidity some organizations hold to.
“We are this young, rebel kind of company,” Batiz says, “and how do you put some procedures in place, yet keep this rebel nature?”
She tried bringing in a string of leaders, but with each attempt to establish a more defined system, the company’s culture died a little. So, Batiz had to find a way to balance shift-on-a-dime agility with much-needed stability.
She realized that much of her stability could come from within her supply line. By keeping six months worth of sprayers (a part of the product that can take up to 16 weeks to arrive) in stock, she’d be ready for the next boom when it came.
While the company’s edginess has provided a competitive advantage, that need to be the fastest or the hippest has also been a liability at times.
As a rule, Batiz tries not to worry about the competition, but she once became aware that a product similar to hers was going to hit the market, using an automatic dispenser. In a fit of competitive panic, her company tried to release its own version, pushing through timelines and moving far quicker than they should have to keep up.
As a result, they sold 500,000 faulty units to major retailers and had to take them all back, losing millions of dollars and three-quarters of a year in creative energy.
“It was a really good lesson for us to keep our blinders on and stop worrying about what other people are doing,” Batiz says. “Sometimes the best lessons cost us a lot of money or time or energy. The key is to learn.”The Future Smells Sweet
As Batiz heads into the future, she’s not that focused on expanding the Poo-Pourri line, although they have branched out here and there, including a shoe freshener line, and some clever bathroom art.
“I’m not worried about the dollars as much as remaining king of the hill of what I’ve created,” she says.
The focus on the core product is clear, as Poo-Pourri somehow manages to create a bathroom air freshener that is irreverent but not crass, all while avoiding the grandma’s house aesthetic of most bathroom products. The smells are creative, the names are funny, the packaging sharp and sometimes even beautiful. Some could even be mistaken for luxury items. There’s an obvious level of care here placed on something we may not like to think about, but we all have to deal with.
Batiz hopes to achieve and maintain the level of awareness brands like Kleenex and Band-Aid have, becoming totally synonymous with the product they sell.
“What I want is when you have a “before you go” spray—knowing other people will enter the market—that they go, ‘Oh, do you have a Poo-Pourri,’” she says. “We are that iconic brand.”
To achieve such iconic status without a cent from investors is nothing to sniff at. Batiz says that when times get tough, she sees many entrepreneurs race to investors for help. She, on the other hand, prefers to keep total control of her business and figure things out on her own.
“If you have a problem with the problems, that’s a problem!” she says, laughing. “As an entrepreneur, all you do every day is solve problems, and they’re only going to get bigger.”
But despite the big problems she’s faced both in her current role and past businesses, Batiz has emerged triumphant. This year, Poo-Pourri is on track to bring in $100 million in revenue.
The boutique essential oil concoction with a cheeky name now sits on bathroom counters around the globe. And she’s hoping the scent will continue to spread.
Interview by Nathan Chan, feature article reprinted from Foundr Magazine, by Erica ComitaloKey Takeaways
- The many side hustles of Batiz, and the lessons in failure they taught her
- How Batiz went bankrupt in her teens
- The frantic race to find success
- How a second bankruptcy forced Batiz to take a step back and self reflect
- The question that sparked the idea for Poo-Pourri
- The power of word-of-mouth, and how it brought in $1 million in revenue in the first year
- How a partnership with the Harmon Brothers took Poo-Pourri to the next level
- Lessons learned on balancing structure with innovative company culture
- Why Batiz believes it’s important to not worry about the competition
- How Poo-Pourri got on track to $100 million in revenue this year
- A peek into Supernatural, Batiz’s newest company that sells home-cleaning products
Oct 16 2019
Most Popular Podcasts
Rank #5: 149: How to Use Influencer Marketing to Generate Millions with Gretta Rose van Riel of SkinnyMeTea
In 2012, Gretta Rose van Riel, like most aspiring entrepreneurs, found herself spending all of her free time building a business. It was nothing more than a passion project at the time, something to do in her spare time when she wasn't working at her day job.
Despite the fact that she had no real plans to become a full-time entrepreneur with her own business, it wasn't long before that passion project grew into something bigger. She soon knew that this was something she just had to devote all of her time and energy to.
"Basically, I had an idea that resonated with me so strongly, I just knew that it was something that I had to pursue," van Riel says.
The result was a multimillion-dollar ecommerce business called SkinnyMe Tea, the world's first teatox using the natural benefits of tea to help you achieve your health, fitness, and nutrition goals. That alone is impressive enough, but what really separates van Riel from the rest of the pack is that she didn't just build one multimillion-dollar business, she's built many.
In five years, Van Riel has transformed herself from just another employee to serial entrepreneur, with multiple ecommerce businesses under her belt. She's effectively cracked the code on how to successfully build a business online, including coming up with the perfect idea, the best way to market it, and how to rapidly scale.
In this week's episode you will learn:
- How to build an incredibly loyal customer base through social media
- The easiest way to hack into the power of influencer marketing to build your brand
- Gretta's method to developing the perfect product from idea, to validation, to selling
- Why Instagram should be your number one channel for customers and sales
- The foolproof marketing formula guaranteed to double your revenue
- & much more!
May 24 2017
Rank #6: 258: The Story Behind Game-Changing Travel Brand Away, With Founder Steph Korey
Jen Rubio called her friend Steph Korey to vent about an irritating, expensive problem that just about any frequent flyer has endured at some point. She had a busted carry-on.
Rubio was suffering from suitcase-demolition blues, and Korey wasn’t sure what brands to recommend. So Rubio texted a dozen of their trendiest, travel-savvy friends—the kind of people who would know all the best hotels in Bangkok—but they had no clue where to direct her to buy the perfect suitcase. They were quick to tell her which brands to avoid—sharing similarly frustrating stories of failure—but no one had the answer she was searching for.
The search seemed hopeless.
A single, action-packed year later, Korey and Rubio shipped the very first piece of Away carry-on luggage.
Today, the luggage company that is so much more than a luggage company has sold over a million bags to customers across the world and captured the imagination of a generation known for its desire to chase down experiences instead of possessions.
“This business isn’t really about luggage or suitcases at all,” Korey says. “What we’re really creating is a travel brand, and travel has the ability to really impact someone’s life.”
With an eye on revolutionizing the luggage industry while leaving the world better than they’d found it, Korey and Rubio designed a bag that is durable, practical, and looks dang good in an Instagram photo.
And that was only the beginning.Charting the Course
In the beginning, Korey wasn’t sure she even wanted to start a business. She just wanted to learn more about the way other people traveled.
She and Rubio had become friends while working together at Warby Parker, the online store that home delivers hip eyeglasses at affordable prices, so they knew firsthand the challenges that come with life at a startup.
Rather than cannonballing into the deep end, the pair chose to start small and simply follow their curiosity. They decided to create a survey and send it to 50 people in a vast array of demographics, including male and female students, young professionals, established professionals, and retirees, who lived both in the US and abroad.
After sharing information about how they traveled, how they packed, and what travel products they used, each person taking the survey was asked to forward it to five of their friends who also came from varied backgrounds.
When the survey finished making its rounds, Korey and Rubio had over 800 responses to sift through. The pair was quickly able to start noticing themes, particularly when it came to how the existing luggage industry wasn’t meeting travelers’ needs.
The survey results showed that travelers wanted a light piece of carry-on luggage that maximized packing space and still fit in the overhead compartments of airplanes. They also dreamed of a bag that could take a baggage handler’s beating if they decided to check it, including wheels and zippers that wouldn’t fail.
Respondents also expressed the need for a place to put dirty, sweaty laundry after trips to the gym, summer walking tours through cities, or perilous mountain climbs. Oh, and they hated traveling with dead cell phones.
With these results in mind, Korey and Rubio moved into the next stage of development.
Korey says they were still unsure whether they wanted to start a business when they sat down with a group of designers from the fashion, luggage, and industrial design industries. They weren’t even sure when they decided to partner with two industrial designers to transform their findings into a product design.
The team had plans for their new carry-on bag in one hand, and plane tickets to Asia—where they planned to meet with dozens of luggage manufacturers—in the other, but were still unsure where this journey would land them.
It was only when a family in the manufacturing business told them their radical design could be actualized that it all clicked together. And just like that, the family agreed to manufacture the first 3,000 Away carry-on bags.
Well, not quite.
“I’m glamorizing this story a little bit,” Korey says. “It’s, in reality, probably a little more along the lines of we begged them to work with us.”
Korey and Rubio spent days with the family, attempting to convince them to manufacture the bags. With every new pitch she used to convince the family—that they were about to revolutionize the luggage industry, and their business model was totally unique, and this was a chance to get in on day one with a company that was going to be huge one day—she felt herself becoming more convinced that this was it. It was finally time to start this business.
Their manufacturers came around, too.
“I’m entirely certain that they didn’t believe any of that,” she says. “Actually, they’ve told us that they didn’t believe any of that, but that we were so sincere and passionate about what we were doing that they just couldn’t turn us down.”
Now that the ball was officially rolling, and Away was on the verge of becoming a reality, they had to jump a final, daunting hurdle. They had to find the money.Gathering Supplies
“Raising any kind of capital is difficult, but raising seed capital is particularly difficult, because you can’t really tell the story of your business metrics at all, because they don’t exist,” Korey says. “You just have to tell the story of your vision and what you’re trying to create, and it really takes a leap of faith from investors.”
But she adds that the knowledge she had gathered from her time leading the supply chain at Warby Parker, and Rubio’s experience in the marketing team there, gave them a definite advantage.
“That is for sure the only reason that we were able to convince investors to take that leap of faith,” she says. “We knew what we were doing, and we would create something that resonated and that was successful.”
In fact, she recommends that all aspiring entrepreneurs invest some time working at a startup.
“I think it’s essential that you spend at least a couple years working at a startup first, for two reasons,” she says. “One, find out if you like it! Some people don’t like that chaos. … And then the second reason is it really gives you a sense of context of all the different pieces that go into creating something from nothing.”
In the summer of 2015, Korey and Rubio were ready to create something, so they met with more than 20 different investors across the United States over the course of a week.
After many failed pitches, and several uncomfortable red-eye flights, the pair met with Forerunner Ventures, a Silicon Valley venture capital firm that invests primarily in early-stage ecommerce brands.
While most of the firms they met with simply didn’t understand what they were trying to do with Away, Korey says that Forerunner was captivated by their vision.
“We’re really creating a broader brand and business around inspiring people to live a life of new experiences, and equipping them with all the products they need to make those travel experiences more seamless,” she recalls saying in her pitch.
Within the first meeting, Forerunner was on board as a partner. With over $2.5 million raised, it was finally time to make some suitcases.
Excited by the prospect of holiday sales, Korey says they set their launch date for November 2015. But as the date drew closer and the production of the first 3,000 suitcases was delayed until February of the following year, they had to get creative.
Instead of selling the suitcases during the holiday season, they published a coffee table book called, The Places We Return To and paired it with a gift card for the February release of the first round of suitcases.
“It was really one of the first moves we did as a brand really establishing ourselves as first and foremost about travel and not about travel products,” Korey says.
In the book, they featured stories and photos of successful chefs, writers, photographers, and other talented professionals. Each person was asked about their favorite place in the entire world, why they loved it, and what they did during their visits.
“We ended up with this collection of short stories that were very intimate because it was about people who were so knowledgeable about their favorite place in the world,” Korey says.
Those featured in the book helped spread the word about the exciting new travel company, its mission, and the revolutionary new suitcase that was on the way. And the word traveled like a millennial with a break between jobs.
Korey says they prepared 2,000 books and gift cards. By Christmas, every one had sold.Embarking on the Journey
In February 2016, the first ever Away customer (his name is Adam) received his carry-on bag. Three years later, over a million bags in a variety of colors, shapes, and sizes have made it across the world in shipping boxes, overhead bins, and car trunks.
The ribbed, hard-shelled luggage is becoming more recognizable by the day. By offering their luggage at direct-to-consumer prices, what was once reserved for only the chicest of travelers could now make it to the general public.
They take their social impact seriously, as well. Away works with manufacturing companies that have, as they say on their website, “exemplary and thoughtful work environments we would want for our own employees.” The company has also partnered with several charitable organizations, including Peace Direct, Charity: Water, and Kode with Klossy.
So what’s next for Away?
Korey says the company is currently working to expand across Europe, Asia, Australia and other parts of North America. Taking a page from Warby Parker and other disruptive ecommerce startups, they’ve also launched a brick-and-mortar component to their business with six American storefronts and one in London.
And as Away continues to expand, they’ll continue to release new products that support the modern traveler.
Korey is excited to see where the company goes next, not merely because she wants the business to flourish, but because she genuinely cares about the needs of Away customers. From the moment Korey and Rubio sent their first survey, they knew that the “why” behind their brand lay directly at the feet of their customers.
“You should never start a business because you want to start a business. It’s a terrible reason to do it. It’s going to be a long slog if you’re not really focused on a particular insight or a problem that you’re trying to solve,” she says. “Whether you’re just getting started and you don’t know where to start, or you’ve already gotten started, and you’re trying to figure out the next step, it really starts with deeply understanding the customer.”
It starts the way Away did: with a need, an idea, and a customer survey.
Interview by Nathan Chan, feature article reprinted from Foundr Magazine, by Erica ComitaloKey Takeaways
- How one phone conversation between Korey and Rubio inspired the idea for Away
- The role data played in cementing the need for better luggage
- How the data insights were transformed into a product design
- Why one investor and one manufacturer decided to take a chance on Away
- How Korey and Rubio made the best of a worst-case scenario during their launch
- The journey from producing an initial batch of 3,000 units to selling millions
- Why Korey believes every entrepreneur should work for a startup first
- What the future expansion of Away looks like
- Korey’s words of wisdom for aspiring entrepreneurs
Jul 09 2019
Rank #7: 244: Viral Growth and Influencer Marketing in Ecommerce, with Ben Francis of Gymshark
At 16, he began building websites.
At 18, he became a regular at the gym.
At 20, he started sewing and screen-printing workout apparel in his garage.
By 26, when most adults are only on the cusps of their careers, Ben Francis had already launched a viral gym clothing line, served as its CEO, and stepped down in favor of a more creative role in the wildly successful company.
Today, the Gymshark founder works alongside 190 staff, including the high school buddies who partnered with him to launch the brand, bringing this unmistakable apparel line to customers in more than 130 countries.
And while it seems like this former pizza delivery boy magically rocketed to entrepreneurial stardom overnight (OK, he sort of did), his success can be traced back to a dedication to community building and an innate understanding of social media influencer marketing, long before it was a thing.
But it all started with amateur website building, a love for fitness, and a whole lot of YouTube.
Years before he was a CEO, Francis longed to make a name for himself in the fitness space. But the closest thing he had to investors were people calling to order a pizza, so establishing a clothing brand couldn’t have seemed less attainable.
Not to be discouraged by limited funds, Francis and his high school friends began a workout supplement drop-shipping business and quickly realized that there was an opening in the workout apparel market.
Dressing a bodybuilder and a skinny, weight-lifting newbie are two totally different jobs, especially when you’re going for form-hugging designs fit for a workout. Francis and friends, however, believed they could create a line that would be sleek, modern, and appealing to gymgoers of any body type.
“And so,” Francis says, “I bought a screen printer and a sewing machine and started to make the clothes by hand.”
The designs were an overnight sensation.
“People were seeing the clothes, and they were so iconic and unique, that it sort of started to spread like wildfire,” Francis says.
But the real secret sauce was the passion he and his friends had for YouTube.Influencing Influencers
In the early 2010s, YouTube was rising fast. People passionate about everything from movies to knitting, gaming to, yes, fitness, were creating video content and building communities around shared interests.
Francis and his friends were among the millions who joined online followings based on their hobbies, but stuck around for the personalities in the videos. One such fitness YouTuber who held their attention was Lex Griffin of Lex Fitness, whose channel now has over 440,000 followers. Another was Chris Lavado, whose channel has 65,000 subscribers today.
Realizing they could leverage the followings of others, Francis and his friends pursued a business strategy that put them on the map, and that they still use today.
They sent samples to Griffin, Lavado and other fitness YouTubers they admired, and hoped for a stamp of approval—and a video to prove it.
While the term “influencer marketing” has only recently entered into the pop consciousness, the principle has been around as long as marketing. Attracting the favor of a wealthy or influential person by showering them in gifts that define a brand is as a classic move, a point Francis illustrated by sharing some history of his hometown of Birmingham, UK.
For hundreds of years, the Jewellery Quarter in central Birmingham has been a hub for opulent accessories. Many jewelers open businesses in the Quarter, and the competition is fierce. But historically, there was one way to ensure that a brand’s name would be on everyone’s lips: become the first choice of royalty.
Frances explained that this principle of vying for favor worked then and still works now.
“They would provide a bunch of free jewelry to royalty so that people would associate that jewelry with the royalty and then hopefully back to the brand and go buy it,” he says. “It’s no different to what influencer marketing is nowadays.”
“I think it’s worked forever, and as far as I’m aware, I think it’ll always work.”
And so, like an ambitious jeweler in the 1700s, Francis sent off his product to curry favor with those who had the power to make his brand catch fire. And it worked.
“They absolutely loved it, and they’re still with us today,” he says. “That started, I guess, what you’d now call an influencer market for us.”
Today, Francis continues to leverage the audiences of athletes through an ambassador program that now includes such personalities as bodybuilder Matt Ogus, lifestyle and fitness vlogger Nikki Blackketter, and weightlifter Whitney Simmons.
Because of Francis’s early success in harnessing an influencer-generated market, Gymshark has never relied on investors for capital.
“We never needed investment,” he says. “So why complicate things?”
Francis recognizes, though, that there was also a component of luck at work. He entered the world of social media influencer marketing when it was still a young idea, and those with followings weren’t inundated daily with products in search of a boost.
“I do think it’s a hell of a lot more difficult than when we first started,” he admits. “It’s a completely different place now.”
But if he were to launch a new business today, a venture he says would be a fun challenge with the vastly changed online landscape, he knows exactly where he would focus his attention.
“Product is king at the end of the day,” he says. “I would focus on creating an absolutely brilliant and a gorgeous product because I think from that, it’s like a snowball effect.”
He believes that by designing a remarkable, unique, and stunning product, anyone can rise above the cacophony online.
“If you get someone’s attention with a genuinely brilliant product, people will wear it, people will use it, and people will talk about it.”
But for now, Francis is focused on the current community he has built.Fostering Community
Growing up, Francis loved attending events and expos in his hometown and dreamed of the day he would not only participate, but host his own. His belief in the power of person-to-person advertising was instilled in him as a young expo attendee and has continued to stick with him into his mid-20s.
“Even though the world is becoming ever more online, and 99.9 percent of what we do is online, there is always space for that human connection, and I think that’s really, really important, and it’s a real important thing to Gymshark.”
So in Gymshark’s very early days, when an opportunity to participate in an expo presented itself, Francis says that nothing could have stopped him from finding a way to join.
When he reached out to one of the coordinators to find out how much it would cost to get Gymshark a spot, he was quoted a price far more than they were able to afford at the time. But as Francis likes to emphasize, he plans hyper long-term and hyper short-term and lets the rest in between work itself out.
“This was 12 months in advance of the show, and I was like, ‘Right, yeah. We’ll have it. We’ll get that, and we’ll just sort of make it work,’” he says. “It was our dream to go to an event like that.”
And go they did, beginning a successful string of expo appearances that were initially in the UK, but rapidly branched out internationally until, eventually, they stopped going to expos and started hosting them.
“I literally think, ‘Let’s make the product that I love,’ and by default, I think other people would love, and let’s create the event that I would love to go to, and by default, I think that other people would really enjoy to go,” he says.
He also says that when it comes to events, making a profit is not the immediate goal. Just like the early days spent working a screen printer in a garage, Francis’s motivation is simply a desire to create something awesome. Something he loves.
“We just sort of think, ‘Right, what would we really, really love to go to? Let’s go make it happen. Let’s forget about the profit and loss at that point for that event. Let’s just go make something really, really cool.’”
But rapidly gaining a dedicated following, especially when selling a physical product, has its challenges. Francis says that Gymshark’s biggest challenge at the moment is keeping up with demand, especially when YouTube influencers or expo attendees are hyping them.
“We definitely made massive improvements in the last six to 12 months, but there’s still a long, long way to go,” he says.
Part of the Gymshark’s effort to keep up with growth meant Francis himself coming to terms with his right role within the company. As CEO, he quickly came to realize that he was in a position that he was not suited to fill.
“We were growing so fast, and the role of the CEO is very people oriented,” he says. “I’m very much an introverted person. I’m much more suited, and work better, in either a very small team or on my own where I can really dive into a project, focus on that thing and make it really special.
“As we were growing bigger, it became more and more evident to me that the CEO really needs to be a lot more of a strategist and a lot more of a people person than what I am.”
So Francis made the difficult decision that it would be best for him to step into the role of Chief Brand Officer instead. But the transfer of CEO power didn’t just happen overnight, which he feels helped build trust among himself and the staff. It happened over a period of about a year as Steve Hewitt, the current CEO, slowly took on more and more until he finally stepped fully into the role.
Of course, passing leadership on to someone else is always a humbling and challenging process, but it’s one that Francis has come to embrace as an opportunity to become more fully himself.
“I think it’s very important to be self-aware and to understand what you are good at what you’re not good at,” he says. “I’m a massive, massive believer of that.”
Today, Francis has the freedom to focus on product and vision, gathering small teams together to pursue new designs and strategies for the future.
So what’s next for Gymshark?
Francis says that they are always pursuing innovation and are currently in the process of designing new fabrics, as well as looking to branch out of the strictly apparel space.
And in an effort to keep avid followers and fans of the brand up to date, Francis has recently launched a vlog series of his own, giving a behind-the-scenes glimpse into Gymshark and into his world.
In the 10 years since Francis started creating amateur websites from home, his world has utterly transformed. But many things remain the same: a love of fitness, a passion for social media, and an unbreakable bond with his high school friends turned business partners.
The Gymshark brand invites each customer and avid follower to “Be a visionary.” And Francis is asking nothing of his followers that he hasn’t done himself. After all, where would Gymshark be without an enthusiastic pizza delivery boy who had the vision to buy a screen printer, and the boldness to show the world what he could create?Ben Francis’s Tips for Success
Launching a brand new product on your own or starting your own business is never easy. No matter how large or small the venture, it requires vision, courage, and determination. But Ben Francis believes that there are three things any beginning entrepreneur can do to improve their chances of success.
- Surround Yourself With Support
Francis says he was once asked to share a story about a time when he was told that he couldn’t do something. He paused to think, but his mind came up blank. “That never happened, because I never surrounded myself with those people,” he says. Starting a business is a challenge, but with the support of people who inspire and motivate you, Francis believes that mountains are reduced back into molehills.
- Embrace Self-Awareness
Being honest with yourself and clear about who you truly are is one of Francis’s crucial steps to success. “Self-awareness is key,” he says. “I think it’s massive. You can only kid yourself for so long.” Without the ability to identify which skills you have in abundance and which you lack, you’ll be unable to build a team around you that complements your abilities and improves upon them.
- Play to Your Strengths
Once you’ve identified your strengths and weaknesses, Francis insists on the importance of allowing them to guide your decisions. “Could I do an operational…role for a little bit? Absolutely. I’m reasonably intelligent. I could manage,” he says. “But would I be able to do it for a sustained period really, really well? Absolutely not.”
Rather than forcing yourself to be something you’re not, Francis encourages all entrepreneurs to be honest about their strengths and find ways to play to them, even if that means relinquishing, as he did, the title of CEO.Key Takeaways
- How interests in building websites, going to the gym, and sewing and screen printing combined to help him launch a wildly successful business
- How connecting with YouTube influencers helped Gymshark take off
- On using events to build community
- The biggest challenge Gymshark faces right now
- Why Ben traded the role of CEO for Chief Brand Officer
- On separating personal brand from company brand
- Why Gymshark has never taken investments
- What he would do if he were to start a totally new ecommerce brand today
- What his personal life is like now that he’s a successful business owner
- What’s next for Gymshark
Apr 03 2019
Rank #8: 110: The Secret to Creating & Mastering Content at Scale with Sujan Patel of ContentMarketer.io
Every morning of every day, Sujan Patel starts his day by getting out all of his creative energy onto paper.
The process is relatively simple. He starts by recording himself talking about whatever topic he wants to write about as a way to order his thoughts. He'll then send this recording to a transcriptionist and when he gets it back he'll spend around an hour cranking out a 1,500-2,000 word blog post. For Sujan, this is the secret to being one of the world's best and most prolific content marketers today.
Just 10 years ago, content marketing just wasn't a thing. Sure, blogs existed but they were rarely used in marketing. Today, content marketing is one of the go-to strategies for businesses everywhere. But with everyone eagerly jumping onto the content marketing bandwagon, simply having a high-quality blog just doesn't cut it anymore.
In order to really harness the power of content marketing and see some tangible results, you're going to need a little out-of-the-box thinking.
"Everyone's writing content for their customers, their existing customers, or who they think their customers are. What I like to do is, I don't even talk about any of that stuff. I talk about content circles. And what a content circles is, is [the] content that circles your industry."
As the founder of ContentMarketer.io, the ultimate tool for content marketers, Sujan is one of the most knowledgable people around, and he shared a ton of his wisdom on the subject with us.
In this week's episode you will learn:
- The best way to generate ideas for articles that your audience will love
- Just why content marketing is so powerful and why everyone is using it
- How to create content that generates you leads and customers
- What to do when you find yourself with writer's block
- How you too can start writing for places like Forbes, Inc. and Fast Company
- & much more!
Sep 21 2016
Rank #9: 139: How to Become a Master Networker to Increase Your Income, Happiness and Startup Success
Jordan Harbinger is one of the most influential people in entrepreneurship today, thanks to his popular podcast The Art of Charm. His show recently hit its 10th anniversary, and Harbinger has interviewed some of the greatest minds and personalities in the startup space and more.
Starting off as a law school graduate who landed a job as a financial attorney on Wall Street, it didn't take long for Harbinger to become quickly disillusioned with the life that being a big shot attorney offered. Within a year, he left his job to work full-time the Art of Charm podcast, but not before taking with him some key lessons from his stint on Wall Street.
During that time, Harbinger learned of "the third path" to success that no one seemed to talk about. The one that wasn't about working long hours, or even being the smartest person in the room, but instead was all about networking. He found that the key to success was all about sharpening your social skills in order to develop the key relationships you need in order to succeed.
That lesson turned Harbinger's life around and opened up a whole world of possibilities that he never thought possible.
In this week's episode:
- How to develop and master the social skills you need to succeed
- The competitive advantage behind networking and building relationships
- Why podcasting changed the game and how you can harness its power
- How to become a highly influential person
- The secret to creating a successful podcast
- & much more!
Mar 29 2017
Rank #10: 276: Using Content to Build a Community, With Beardbrand Founder Eric Bandholz
Eric Bandholz didn’t like being put into a box.
In his former life as a financial advisor at a big bank, for example, he was expected to fit the stereotypical facade of a banker—suit, tie, clean-shaven.
He didn’t like it, so he quit.
With his newfound freedom, Bandholz embarked on an entrepreneurial journey, all while sporting a fresh, full beard. While he loved his rugged new look, he noticed it was happening yet again. This time, he found himself stuffed in a box with the likes of ZZ Top and the guys on Duck Dynasty.
Of course, Bandholz didn’t identify with any of these well-known bearded figures either. And he began to realize that other full-bearded men from all walks of life didn’t fit this mold either.
“I ended up going to this event where I sort of meet other guys like me, like stay-at-home dads and ministers, salespeople, doctors, lawyers, who are all rocking beards and they didn’t really fit the traditional stereotype,” Bandholz says. “So I was thinking about it. … Who are these people? How do I describe them?”
Seeing there was a broad community of bearded men without a home to call their own, Bandholz founded Beardbrand in 2012. Along with co-founders Lindsey Reinders and Jeremy McGee, Bandholz created a community where bearded men could unite, evolving later into a full-fledged lifestyle brand complete with their own beard care and styling products.
With an army of loyal followers on social media, which includes a YouTube channel with over a million subscribers, Beardbrand has grown into an “upper seven-figure business” with ambitions to reach eight in the near future.
Bandholz has come a long way from his suit-and-tie-wearing days.In the Beginning
In 2011, Bandholz was working for Merrill Lynch in Spokane, Washington, as a financial advisor. It was a respectable career that had a bright future and potential for growth, however, it wasn’t a future he saw for himself once he was in it full time.
Although he loved the work of financial advising and investing, it was stuffy atmosphere and the overall “bank life” that Bandholz knew was not for him. Not wanting to spend another moment in a job that wasn’t a good fit, Bandholz packed up his portfolio and moved on.
The next move?
With a background in marketing prior to his career in finance, Bandholz founded Sovrnty, a startup with a mission to help companies set up marketing automation. Although he had great plans for the business, it never took off.
“I was like one of those gurus. I’d never done it, right?” Bandholz says. “So I’m telling people to do something that I had never really done.”
Unable to sell businesses on his idea, he shifted Sovrnty’s focus to something that he was good at, which was designing and building WordPress sites. Although he was getting some business, it still wasn’t enough. He was pulling together around $2,000 a month at Sovrnty, but he was mainly relying upon his wife and her full-time job to keep the lights on.
Always searching for new clients and ideas, Bandholz was a regular at networking events. And at whichever event he attended, he was always getting called out as one of those cliched bearded figures.
The light bulb went off.
If he didn’t like to be lumped into the stereotypes about bearded men, there had to be others who felt the same. These guys weren’t lumberjacks, roadies, hillbillies, or hipsters, but how exactly would he characterize them? What would he call them?
He settled on “urban beardsmen.”
And in 2012, Beardbrand was born.
The first thing to launch was the blog, Urban Beardsman, which would become a place where Bandholz could help foster a community and connect with other men who didn’t fit the Grizzly Adams stereotype. Beardbrand would soon follow, an organization that united that community of urban beardsmen. There they could also find the tools they needed to feel confident about their beards and personal styles.
But getting from simple blog to full-fledged business proved to be a difficult task.Startup Weekend
Although Bandholz was still working at Sovrnty to help make ends meet, he had high hopes for Beardbrand. However, a clear vision on how to grow this new community was nowhere in sight.
“Aw man, it was terrible. It was just terrible,” Bandholz says. “There was just no strategy at all in those early days.”
The community was growing, but it was hardly going viral. He was posting regularly to Urban Beardsman, had a Tumblr page, and posted some videos to YouTube, but nothing was really taking off.
Despite its middling traffic, the blog was the only one of its kind back then, which by default made Bandholz an expert on the topic of beards. Because of its uniqueness, the Urban Beardsman would catch the eye of a reporter at The New York Times who was writing an article and wanted to quote Bandholz.
As Bandholz waited for the Times article to be published, he convinced friends Reinders and McGee to join him and collaborate at a Startup Weekend, where they could share their ideas on potential projects. They originally came together to work on a different startup idea that Reinders had, but it soon became clear that they didn’t have the capabilities to create her software product in house.
Needing a new business to work on, Bandholz proposed his side project.
“I was like, hey, I got this Beardbrand thing and this New York Times reporter is going to quote me in an article,” Bandholz says. “Why don’t we turn that into something?”
And turn it into something they did.
Reinders and McGee were on board, and in 2013 the business arm of the company was born. Without much capital to start making their own products—they only put $30 into the business at first—the team opted to become an ecommerce company that sold beard oils from a vendor with standard retail markups.
“When the New York Times article posted, we were able to get a couple sales,” Bandholz says. “And I think the first month we did like 900 bucks in sales. And then it was kind of like 900 bucks, 1,000 bucks, 600 bucks … 2,000 bucks, 3,000 bucks, 7,000 bucks. And then it just seemed like we got a lot of momentum into that fall season and holiday season.”
After almost seven years in business, which included an appearance on Shark Tank (spoiler alert: they didn’t get a deal), the momentum is still going strong. Beardbrand continues to grow in community, employees, and revenue, and is now located primarily in Austin, Texas with about 15 team members and 120 products sold through their website.
Bandholz, whose main focus is on the creative direction of the company, still has major plans for the future of Beardbrand. They intend to try their hands at branching out to create their own custom barbershops, where they can create the same experience a customer may see in a Beardbrand YouTube video. They do this by not only creating an amazing barbershop environment, but also by hiring the right barbers and stylists and coaching them on the information a customer is looking for when they sit in the chair.
“[Customers] can to go Great Clips or they can go to their local barbershop and get a really good haircut,” Bandholz says. “But what we want to deliver is that education similar to how we deliver it on our YouTube Channel.”
Whether it is through their popular YouTube videos, blog, or even future barbershops, Beardbrand will always work towards its core mission.
“We’re not just here trying to sell products for vanity,” Bandholz says. “We believe that when you invest in yourself, you become a better person and you make the world a better place. You live longer. … I feel this responsibility that I’ve got to get that message out there as much as possible so that we can make the world a better place.”3 Content Marketing Tips for Bootstrapped Startups
When Eric Bandholz first started Beardbrand, cash was minimal. He was still working at his first company, Sovrnty, and was building Beardbrand on the side. They knew that they didn’t have the money to pay for marketing, but what they did have was their time to invest in content marketing. Bandholz knew that with the right content and strategy, they could reach millions of people.
“Content marketing was essentially our only option in those early days,” Bandholz says. “We didn’t have cash to put into the business. So it started with sharing our story on Reddit. It started with, you know, reaching out to people on Twitter and sharing our product with influencers and not paying them for it.”
Being proactive with their content marketing strategy in the beginning was a key component of Beardbrand’s success. Here are three tips to help your startup bootstrap using content marketing.
Get Started, But Be Patient
Without a marketing budget, Bandholz turned to content marketing to help draw eyes to Beardbrand. It was cost-effective, with the bulk of the investment being his own time to create the content.
The trick was not only to post content and to post it often, but to also know that in the beginning, you won’t get much of a return on your investment. Content marketing is a long-term play. The first step is to just create something. Anything.
“While it does build up over time, it also doesn’t do anything in the beginning,” Bandholz says. “And you really have to like… stoke that fire and get it going. And you get it going by creating, you know, 20 or 40 or 50 pieces of content that start to build that foundation.”
Do What You Like To Do
With so many different funnels and channels to produce content for, it can be intimidating on deciding where to start. According to Bandholz, the type of content you should produce first should be for the channel you’re most interested and passionate about.
“I think you look at yourself and what you like to do,” Bandholz says. “Are you more of an audio person? Then maybe podcasting’s the way to go. Are you more of a writer, you know, introvert? Do you like to express yourself through words? Then blogging is a great way to go. Then, of course, if you’re narcissistic like me…then video is a great source for you.”
The more passion you have for a certain medium, the more likely you’ll churn out content and stick to the long-term plan.
Not all content is created equal, and it’s important to understand the goal for each piece of content you create. At Beardbrand, they use the sales funnel model, where their “content at the top” is there to bring awareness to the brand, the “middle” is used to introduce the products, and the “bottom” hopefully helps to turn the reader into a buying customer.
“Sometimes we have content that is there to inspire people,” Bandholz says. “You know, it’s not going to drive any sales. It’s just there to help build awareness to the brand. And then other good content is stuff that drives sales and gets engagement, or gets people talking and spreading the word.”
By diversifying the types of content you create, you enhance your chances of attracting different types of readers and content consumers on different platforms. As Bandholz says, as a creator, you don’t know exactly what part of the funnel really “helped them become a customer.” For instance, the customer may have first learned about your company through a YouTube video, but it was perhaps the blog or an email newsletter that really got them to trust you and that turned them into a paying customer.
Whichever type of content strategy you decide to implement, one thing is for certain—just get started. You never know who is reading.
Interview by Nathan Chan, feature article reprinted from Foundr Magazine, by Nick AllenKey Takeaways
- What drove Bandholz from his career as a financial advisor
- Why his first startup Sovrnty failed to take off
- The lightbulb moment that inspired Bandholz to launch Beardbrand
- How Bandholz leveraged content marketing to grow his business on a tight budget
- The struggle to grow the community into a full-fledged business
- How Beardbrand eventually caught the attention of The New York Times
- The partnerships that helped Bandholz start selling beard grooming and styling products
- From investing $30 into an ecommerce business to making 7 figures
- What Bandholz envisions for the future of the company
Nov 12 2019
Rank #11: 45: Our Top 7 Instagram Hacks To Generate 100's of Thousands of Followers
So we've decided to mix things up a little with this podcast episode.
This one is a short bite-sized episode, detailing our top 7 hacks for Instagram. You're probably not aware, but in the past 8 months we've been quietly building up a very strong community on Instagram, and within the space of 8 months our Instagram account is 197,000+ followers from the time of writing this.
So often our community is asking us how we did it, so I wanted to share with you our top tips and tricks on how to gain a massive following on Instagram fast.
In this episode you will learn the following tips:
- The importance of posting content regularly
- How to create epic content and why
- Why you should have a CTA (call to action after every post)
- The importance of optimizing your bio and account
- How to use hashtags and a secret hack to increase your engagement in 30 seconds
- What an S4S is, and why it's super important
- Why you should be commenting on other pages.
If you would like to learn more on how to take advantage of Instagram for your business make sure you sign up to find out more about our course that we're launching soon called 'Instagram Domination'. You can do so here - www.foundrmag.com/getig
Jun 10 2015
Rank #12: 79: How to use Instagram to Generate Millions of Dollars in Your Niche with Deonna Monique
One common trait among successful entrepreneurs is a sense of urgency—spotting a need and responding without hesitation in order to address and capitalize on it, even when that means taking a risk.
Deonna Monique is a prime example. As a consumer of hair extensions, she had long struggled with finding the right product, and what she saw as a lack of authenticity in the market. But when she realized through social media that the problem was much bigger than her own, she started a company.
“I thought I was on to something,” Monique tells Foundr. “So a week after I opened my business, I quit my job. I just went for it.”
Despite some serious tests of faith along the way, Monique stuck with her company Boho Exotic Studio, and ended up earning seven figures in that first year, she says. Now approaching three years in business, and she has a strong foothold, all with her chief channel of marketing being social media platforms like Instagram.
Monique’s lack of hesitation, no-nonsense approach to connecting with her customers, and faith in the quality of her product and service, have added up to a stunningly fast ascent, all in the face of serious business and personal hurdles.
In this interview you will learn:
- How to let your customer be the face of your company
- What to do when it feels like you've hit rock bottom as an entrepreneur
- The best ways to hack social media marketing to further your brand and grow your audience
- The perils and benefits of diving straight into building a business as a new entrepreneur
- The importance of looking past all the doubters and believing in yourself and your dreams
- & much more!
Feb 16 2016
Rank #13: 181: Running a 7-Figure Business On 5.5 Hours a Day, With Ari Meisel of Less Doing
Entrepreneurs find inspiration in all sorts of places. But for Ari Meisel, founder, bestselling author, and productivity expert, desperation was the driving force behind the launch of his successful company, Less Doing. That same desperation led him to breakthroughs in productivity that changed his life.
At just 23 years old, Meisel was enjoying a thriving real estate career, but after suffering some major business blows and landing $3 million in debt, the stress overwhelmed him and he was diagnosed with debilitating Crohn’s disease. Managing the disease crippled Meisel’s ability to work regularly. Some days he was unable to work longer than an hour.
During this difficult experience, Meisel realized he needed to devise a way to accomplish more work in the limited time he had. Through a long process of experimentation, Ari developed his Less Doing, More Living productivity system, which allowed him the time he needed both to build a new business and improve his health.
A devoted husband, father of five, and dedicated businessman, Meisel now helps individuals and businesses around the world become more effective—all while working only 5 ½ hours a day. He's also recently teamed up with Foundr to teach his Less Doing, More Living system to our awesome community.
In this inspiring interview, learn the secrets behind Meisel’s airtight productivity system and discover how you can also become a productivity master and optimize, automate, and outsource your life and business.Key Takeaways
- Ari’s 15-minute outsourcing rule that frees you up to focus on growing your business
- How saying no to new opportunities can grow your business more than saying yes
- The power of using machine learning to slash your work time and automate systems
- Why working more hours does not always translate into getting more work done
Jan 11 2018
Rank #14: 235: Sell Like Crazy: Psychology, Sales Funnels, and Paid Ads, With Sabri Suby of King Kong
These days, Sabri Suby reigns supreme as the founder of King Kong, Australia’s fastest-growing digital marketing agency. But he’s come a long way since his first job, selling ink cartridges over the phone, which he describes as a “cold, hard slap to the face.”
“I sucked incredibly badly at doing that in the beginning,” he says.
Soon enough, thanks to mastering the art of sales and persuasion, he became the top producer in that role, went on to travel the world, and eventually, forged his path as an entrepreneur. For all of his companies, he realized he was asking the same fundamental question: “How do we get more customers?”
His obsession with answering that question has helped him perfect his selling skills and scale King Kong from zero to $10 million in annual revenue in just four years.
In his latest book, Sell Like Crazy, Suby reveals the selling system he’s created and honed over the years, including things like the Magic Lantern Technique and the Halo Strategy. He says he’s deployed this system in more than 167 different niches and markets—and it’s worked every time. With Sell Like Crazy, he shares the steps you need to take, regardless of what stage you’re in, to level up your business.Key Takeaways
- Where to begin if you want to succeed in selling online
- Psychology vs. technology and why the traffic channel doesn’t matter
- The biggest mistake online businesses are making regarding sales
- Why you shouldn’t start a business by looking only at your interests
- How to identify a gap in the market that you can fill
- Using automation and a funnel to convert sales
- Why skepticism online is at an all-time high—and how to overcome it
- How to know when to ask for the sale
- How to get over the fear of selling
- Why you’re doing the world a disservice by not trying to sell
- Why paid advertising is key to growth
Jan 30 2019
Rank #15: 229: Mastering Copywriting and Finding Your Flow With Arman Assadi of Project EVO
NEW COURSE ALERT: Entrepreneur, we wanted you to be the first to know that we’ve collaborated with Arman Assadi to bring you our brand new copywriting course. Learn the copywriting secrets behind 11 seven-figure product launches, taught by Arman himself.
Arman’s broken it down into a 10-step framework that he’s proven with his clients time and time again. He’s even going to give you templates, formulas, and how-to guides so you can start converting customers like crazy.
If you’re tired of seeing ZERO sales for all the hard work you’ve put into your amazing product—then you NEED to learn the power of copywriting. We’re opening the doors to this course soon for a limited time only, and we want to see you there. Be sure to get on the FREE waitlist so you don’t miss it!Key Takeaways
- The “crisis of meaning” that drove Assadi to leave his job at Google, book a trip to Cuba, and pursue freedom as a solopreneur
- How Assadi became a self-taught copywriter and began working with the likes of Neil Patel, Lewis Howes, Jason Silva, and Lori Harder
- What you should (and shouldn’t) do if you want to find your unique voice as a copywriter
- The key to writing high-converting copy and why every entrepreneur should learn the basics
- The story behind Assadi’s latest business and how it created the most-funded planner in crowdfunding history: EVO Planner
- What’s next for Project EVO and how it’s helping entrepreneurs and creatives find fulfillment in their work
Dec 11 2018
Rank #16: 120: The Master of Systems (Michael Gerber) Shares How to Scale Your Business
Thirty years ago, Michael Gerber released a book called The E-Myth: Why Most Businesses Don't Work and What to Do About it.
It carried within it lessons on what it means to be an entrepreneur, the importance of systems in building a scalable business, even the different types of people who start their own businesses. It laid out the common pitfalls that happen to most novice entrepreneurs and gave practical advice on how to avoid them.
The best-selling book has since inspired millions of people to start their own businesses, and is still considered to be a must-read for entrepreneurs everywhere. Startup thought leaders like Tim Ferriss and Seth Godin have heaped praise on the lessons outlined in this book.
But before Gerber began changing the lives of a whole generation of business owners, he explains, he never intended to become an entrepreneur. It was only through a chance meeting with a distraught business owner that Gerber found himself with his first client and in the position to help someone grow a business.
"I discovered something I'd never known before, and that is the conclusion I've come to over the years—that despite the obvious differences between industries, between vertical markets, between kinds of companies, what I began to discover was that from a business development perspective, they're not different at all."
Despite all the technological changes that have happened since that first client, Gerber asserts that the key principles behind building a business have remained the same.
In this episode you will learn:
- What exactly it is that makes an entrepreneur different from everyone else
- How to be a dreamer, a thinker, a storyteller, and a leader
- The difference between strategic and tactical thinking, and which one you should be doing
- Why everyone should start thinking about building a business
- How to make your business unique, even if your product isn't
- & much more!
Dec 01 2016
Rank #17: 201: Zero to $10 Million in 4 Years: How King Kong’s Sabri Suby Went from Work-at-Home Consultant to Booming Agency Founder
To Sabri Suby, business is a jungle and only the strong survive. To be successful, you need to dominate the digital landscape and crush the competition into a fine powder. That fierce attitude has served Suby, and his clients, very well over the years.
Suby is the founder of King Kong, the fastest-growing digital marketing agency in Australia. Last year, King Kong raked in $7 million in revenue from its digital marketing campaigns, over $200 million in sales for its clients, and this year, is aiming to top that.
Hustling since he was a teen, Suby learned how to sell early on. Making a whole lot of cold calls over the course of his life, he never let up. Starting King Kong in his bedroom on his girlfriend's laptop, Suby preferred to jump into the trenches and get his hands dirty instead of wasting time reading business books and attending events. That unrelenting approach definitely paid off.
Listen in as Suby discusses why his agency scaled to millions in revenue so quickly, how to dominate direct response marketing, and why a service-based business should be the top choice for entrepreneurs.
ATTENTION: Suby has partnered with Foundr to teach an epic new course, "Consulting Empire.” If you want to learn how to start and scale a service-based business, whether you are a consultant, coach or freelancer, Suby reveals all of his golden strategies (the exact ones he used to scale from zero to $10 million) in this new course. It’s just about ready so get on the free VIP waitlist here to be one of the first we notify when it launches!
May 30 2018
Rank #18: 41: How to Hack Time with Tim Ferriss (not to be missed)
We’ve all been curious about the best way to get better at languages, sports, cooking, fitness, and of course, how to start a business. Using a grand total of four hours per week, Tim Ferriss showed us how. Ferriss needs no introduction. Multiple New York Times best-selling author. Entrepreneur. Self-help guru. Investor. Celebrity. And now star of his own television show.
Even if you know nothing of entrepreneurialism, you probably know the work of Tim Ferriss. The 4-hour Workweek ring any bells? Chances are, it’s that book your roommate is always gushing about. A #1 New York Times and Wall Street Journal best-seller, it has seeped into the zeitgeist and changed more lives than its detractors would like to admit. The 4-Hour Workweek was on the New York Times best-seller list for four-and-a-half years straight and stayed on other lists for seven consecutive years. Released in 2007, this seductive and seminal book was about escaping the workaholic lifestyle to “find your muse.” For the uninitiated, that means a business that takes up little time, yet turns over enough revenue for you to enjoy a sort of freedom from the office bullpen.
If it weren’t for Tim Ferriss and The 4-Hour Workweek, a lot of us wouldn’t be where we are today. I know I wouldn't! So it's with great pleasure I bring you the man, the myth and the legend Tim Ferriss.
P.S. If you would like to check out Tim's new TV show, 'The Tim Ferriss Experiment' which we highly recommend! You can visit - www.itunes.com/timferriss
In this interview you will learn:
- Tim's strategies on how he exploded the 4-hour work week brand (the early days)
- How he builds solid relationships with influencers and doesn't use the hard sell
- The no.1 marketing strategy he uses for approaching any project and making it explode
- The top 5 productivity tools that are changing the game for Tim right now that allow him to hack the hell out his time and get insane amounts of work done (gamechanger)
- Tim's new epic TV show and the secret to learning any skill FAST
- An extremely humbling story of how Tim got his first customers for his first business, and what it's like for every single person when they first start out on their entrepreneurial journey
- & So much more of course :)
May 03 2015
Rank #19: 250: How Dollar Shave Club Used Mission, Humor, and Viral Videos to Lead Up to a $1B Acquisition, With Michael Dubin
It was the commercial seen round the internet. On March 6, 2012, Dollar Shave Club uploaded its first YouTube video, featuring one-and-a-half minutes of offbeat humor, during which founder Michael Dubin rides in a kid’s wagon, wields a machete, and encounters, among many other things, a person in a bear suit.
“Do you think your razor needs a vibrating handle, a flashlight, a back scratcher, and 10 blades?” Dubin deadpans while riding a forklift. “Your handsome-ass grandfather had one blade—and polio.”
It was a totally unique way to explain a simple concept: For an affordable fee, Dollar Shave Club subscribers would get quality razor blades delivered to their doorsteps on a regular basis, thus skipping the trips to the store for overpriced, gimmicky alternatives. And people loved it—the resulting traffic from the video’s launch crashed their site.
Since then, that commercial has been viewed over 26 million times on YouTube. It cost only $4,500 to produce, yet it launched the company on a trajectory that would later lead to a $1 billion acquisition by Unilever.
“It put us on the map, no doubt,” Dubin says. “We wouldn't be where we are without it.”
But this isn’t a story about Michael Dubin and his famous viral video. It’s not even a story about razor blades. As Dubin is quick to point out, getting DSC to where it is today required a team effort. And with its ever-expanding product line, today, the company is about so much more than a good shave.Timing Is Everything—In Comedy and Business
They say the most important thing in comedy is timing; the difference between roaring laughter and painful silence can be a fraction of a second.
Maybe this was something Dubin learned during the eight years he spent training at New York City’s Upright Citizens Brigade, an improv theatre with notable alumni such as Saturday Night Live’s Horatio Sanz and Amy Poehler. While taking improv classes, Dubin worked various media jobs, starting as a page at NBC, then moving into production and news writing at MSNBC, and eventually, getting into digital marketing at SportsIllustrated.com.
But it wasn’t just Dubin’s punchline delivery that set DSC up for success out of the gate. Even the timing of its launch was strategic. As Dubin told NPR’s Guy Raz in a “How I Built This” interview, he chose that specific date—March 6—because, with his media background, he knew that news outlets would be hungry for a tech story leading up to the annual South by Southwest conference that takes place in Austin in mid-March. The launch date also coincided with Dollar Shave Club’s announcement of its $1 million seed round.It Takes a Team
A viral video can be a major boost for any company, but it’s far from the secret to a successful business. For that, you need great people, and assembling them is easier said than done.
“Big business is a team sport,” Dubin says, “and it requires talent from all corners of the universe that will help you build what you're looking to build.”
Knowing where to find your future teammates can be a challenge.
“Finding great talent is always going to be the hardest thing that any entrepreneur does,” Dubin says. “Because, ultimately, there's somebody out there in the marketplace that can help you do your job really well and help you build your company the best way possible. But you've got to go out and find them in the great wide world.”
That’s why Dubin is a fan of recruiters, “because recruiters are paid to have knowledge of the network that you're looking in.”
When building his team early on, Dubin had just moved from New York to Los Angeles and lacked a network in his new city, so he relied on his early investors to make introductions. “That's a great reason to take investment—besides, obviously, needing to take it to drive growth and invest where you need to.”
To attract the right talent, Dubin recommends founders do two things. First, focus on your company’s mission. What are you trying to achieve? What gaps in the market are you trying to fill? Why do you come to work every day?
“Really talented people want to work for companies that have purpose,” he says. “And that's defined in the mission of the company.”
Second, consider granting employees equity. “People want to feel like they're participants in the success—if you ultimately do have the success—and that's super meaningful.”
And if your mission changes, that’s okay. It’s natural for it to evolve as your company grows; that’s certainly true for Dollar Shave Club. “It started out more as a shave-only proposition,” Dubin says. “And then it grew out into becoming…more of a men's health, more of a men's grooming platform.”
What’s their mission today? “Help guys take care of their minds and bodies so they can be their best selves.”Growth, Acquisition, and Expansion
Taking on the shaving industry was a gutsy move. To put that into perspective, it was around the year 1900 that King C. Gillette invented the world’s first disposable razor, according to Gillette’s website. So when Dubin decided to disrupt the shaving market, he was going up against a company that had already been in it for over 100 years.
Eight months after the launch of its first commercial, Dollar Shave Club secured a Series A round of $9.8 million. And two years after that, the subscription razor blade company hit 1 million members.
In July 2016, Unilever acquired Dollar Shave Club for a reported $1 billion. At the time, DSC had 3.2 million members and was expected to exceed $200 million in turnover (which is sometimes defined as net sales and sometimes defined as revenue) that year. Dubin stayed on as CEO and continues to serve in that capacity today.
“Unilever's been very good to let us run the company our way,” he says, “and that was part of the design.”
Today, Dollar Shave Club boasts over 300 employees and continues to expand its product line and global footprint. Beyond razors, DSC now sells cologne, body wash, shampoo—even flushable toilet wipes (they’re called One Wipe Charlies). It also has sites live in Australia, Canada, and the UK, with plans to expand further in the next couple of years.Knowing When It’s Time to Add a New Product
For a long time, razor blade subscriptions were Dollar Shave Club’s bread and butter, and it gained a loyal following with its single product line. But growth almost always means product expansion, so how can a founder know when it’s the right time to add new products?
“You have to stay true to your core,” Dubin says. “You have to develop credibility in your core categories before you can expand outward. There is such a thing as doing that too fast.”
Timing matters. Move too fast, and you could confuse your customers and dilute your brand. Too slow, and you may miss your opportunity to take the market.
As for figuring out what your next product should be: ”You should definitely do your research. It's always a blend of gut and research.”Time Well Spent
These days, Dubin doesn’t star in any viral videos, but he told Foundr about a recent, albeit lesser-known, YouTube video of his commencement address to the 2018 graduating class of his alma mater, Emory University. In it, he sums up the lessons he’s learned over the years, including one about “little choices.”
“They're the ones you make more frequently, maybe even every day,” he says to the graduates, “the ripple effects of which, I believe, actually have a bigger impact over the course of your life. They’re choices about where to invest your time.”
Given Dollar Shave Club’s meteoric success, it’s safe to say that Dubin and his team’s time has been well spent.5 Entrepreneurial Lessons from Michael Dubin
Dollar Shave Club is a massively popular company that attracted a billion-dollar acquisition. What are some parting lessons we can take from this interview with CEO Michael Dubin?
- Video isn’t a magic bullet.“What worked for us is not necessarily going to work for everybody,” Dubin says. “Unfortunately, there's no easy answer here. The best advice that I can give to somebody is to find what makes you special, understand what unique talents you have or your team has, and leverage those to try and cut through the noise. It's not easy. It's not easy, and video is not the surefire way to do it.”
- Culture is more than company perks.“Culture's a tricky word. A lot of people mistake culture for meaning like a coffee bar and a beanbag chair for everybody or stand-up desks, and that's not what culture is. Culture is a much more complex, complicated animal than that. And to me, culture means…people are into their jobs, they feel like they're contributing to the mission, they feel like they're being valued for their contributions and recognized for their contributions, and that they have a career path at that company—that's culture. All the other stuff is sort of superfluous icing on the cake.”
- Only use a subscription model if it enhances the customer experience.“A lot of people get addicted to this notion of a subscription business because they love the idea of monthly recurring revenue, but you should only be launching a subscription business if it's going to be an enhancement to…the customer's experience. The customer's experience is the most important thing. If delivering them a subscription is going to make their life better or happier, you should offer a subscription. And if not, you shouldn't.”
- Expect hard times. “You're going to go through hard times. You're going to go through lonely periods. That's to be expected. There's really nothing that anybody can tell you that's going to help make that feel better. … You just kind of have to go through it, truly.”
- Take breaks. “My advice to entrepreneurs who are starting companies is you have to be relentless, but you also have to step away and take breaks. You can't work yourself to death because it's a marathon, not a sprint.”
- His media background and the social network for travelers he tried to start before launching Dollar Shave Club
- The importance of building a great team to help your business grow
- How to attract and retain high-quality talent
- How Dollar Shave Club defined its mission and how it has evolved over time
- What the early DSC team looked like
- The famous first Dollar Shave Club video
- Life after Unilever’s acquisition of DSC
- Challenges the DSC team faces as they grow the brand
- How to know when to launch another product
- Dubin’s thoughts on the physical product subscription model
- How to build a healthy company culture
May 16 2019
Rank #20: 17: The Science of Success & How to Become a Super Successful Entrepreneur Before It's Too Late with Matthew Michalewicz
Where do you see yourself in ten years? And more importantly, is that where you want to be? Without a doubt, you've spent an unproductive afternoon at your desk staring listlessly out the window, listening to the chatter of co-workers, staring at piles of reports, puzzled on how you ended up there. What happened to the life you dreamed about when you were in high-school? If you’re feeling a little unfulfilled, the good news is, you're not the only one. According to Harvard studies, a whopping 74% of people are unhappy in their work. Job satisfaction in the USA recently fell to its lowest level in 22 years and continues to show a consistent downward trend. There's a reason why three-quarters of employees don’t walk away and cash in their chips, and instead opt to stay unfulfilled. To find out why, we spoke with Matthew Michalewicz.
Michalewicz is an international expert in entrepreneurship, innovation, and success psychology. He has established boards that include former heads of state, Nobel Peace Prize winners, and Fortune 500 CEOs, and has a track record of starting businesses from scratch and selling them for tens of millions of dollars. His work has been featured in numerous television shows and publications, including Time Magazine, Newsweek, and Forbes.
In this interview you will learn:
- How to pitch Rockstars like Bill Gates
- Learn the science behind what it takes to become a successful entrepreneur
- The secret sauce on the most successful entrepreneurs in the world
- How Matthew Has built 4 extremely successful businesses
- Key mindsets for becomming a super successful entrepreneur
I Need Your Help! If you haven’t already, I would love if you could be awesome and take a minute to leave a quick rating and review of the podcast on iTunes by clicking on the link below. It’s the most amazing way to help the show grow and reach more people! Leave a review for the Foundr Podcast!
Dec 21 2014