Speaker 1This is the Road to 1 Million. I'm Ryan Daniel Moran. Hey everybody, we have a case study today that you are going to love. Two of our members from the Capitals and Incubator recently had a $100,000 launch in their first six weeks. Our goal for our members is to have a $10,000 launch. And the way that we do that is we encourage them to follow the traffic triangle, which is about building up a traffic source, building up a lead list of people who want your product on the day it launches, and then engaging them in what we call the hopper. And when we do those three pieces, we create a buyer's list. It's an audience of people that want to buy your product. Well, not only did Ryan and Tristina Tim follow this to the T, but they knocked it out of the park. And they did it in a super simple way. And they built up a small. List of people, just a few hundred people. And when they went to market with their physical product, they had a six-figure launch in six weeks. You will complete this episode feeling renewally energized that this still works. There's still lots of money to be made and you can do it too. Whenever you're ready to follow the same process that Ryan and Tristina did, feel free to let us know over at capitalism.com/one capitalism.com/the number one, and we'll see how we can work together. All right. Enjoy. This case study with Ryan and Tristina, Tim. Good morning, everyone. Good to see all of you. Welcome back to another class. I'm so excited to be with all of you today. I'm flying high on optimism. I just got back from dinner with Gary Vee in New York city, which is just a rejuvenating experience. Um, he is not like you would imagine offstage. He's actually very calm and present. So I felt like it was, uh, it was almost. It was like a bath for my brain, a bath of optimism, a bath of encouragement and a revitalization to be in alignment with what we want to build. And so I hope to bring that to you today. Hope to bring that dose of optimism that you need in order to build million dollar businesses. And the case study that we will be talking about today. If I don't bring the optimism, I think this case study will bring the optimism to all of you that yes, this plan still works. Yes. You're still sitting on a million. Million dollar business at minimum. And yes, there's still a whole lot of opportunity and things to be excited about in our space, in the internet business world, before we bring on Ryan and Tristina, who are going to be sharing what they did in order to have a six figure launch recently. Yes. A six figure launch. Our target for our students is a $10,000 launch. That's our first four minute mile. My job is to help you get off the ground inside the 1% with a $10,000 launch. I know some of you who are new here. You're like, is that possible? Like I joined because I read the book and the book's good and somebody else was seeing results, but $10,000 launch. Yes. In fact, if you did one 10th of what we will talk about today, you're still on target for a $10,000 launch. We'll cover that today. So for all of you who are here live, go ahead and let's kick things off. What you need to participate is a cup, a mug, a glass of chalice, a starring tanker, a thermos, a canteen, a jug, or a flask. And then you need to fill it with a liquid. I've got four sigmatic chai. That tarot from four sigmatic gave to me. He's speaking at Capcom, which a lot of you will be at here in three weeks. Three weeks from today is Capcom, ladies and gentlemen. And then you need to join me now for the unparalleled pleasure of the thing that makes your Amazon sales go up. The thing that makes inflation go down. It's called the simultaneous sip and it happens now. Go. Okay. Ryan and Justina, you guys ready to kick this thing off? Let's go. How is the best looking duo in all? I think they're doing good. All right. All right. Good to see you guys. Now, I just want to make sure that I'm not misrepresenting anything. Is it true that y'all had a six-figure launch? Yeah. Yeah. Yeah. The first six weeks we cleared a hundred thousand. In the first six weeks, you cleared a hundred thousand in sales. Correct. And that. All right. Great. So let's just, I'm going to, I'm going to go all into it, but let's just cut right to the meat of it to kick things off. What did you do to have a six-figure launch? What did you do to have a six-figure launch in your first six weeks? Tell us how it unfolded. Well, it's going to sound like
Speaker 2a lot of magic, but quite honestly, I don't think it was. We had virtually no email list. No email list. We had a, we started a Facebook group with only a couple hundred people in the, in the
Speaker 1group by the time we launched. Okay. So a small, tiny Facebook group, and I'm guessing you didn't carry that over from a different business. No, no. Um,
Speaker 2Tristina started it because when we developed our first, uh, samples, we'd reach out to people, get feedback, bring them into the Facebook group. And then we created a small audience that would constantly give us feedback on the product. And so that that's really it.
Speaker 3Yeah. It started off as like a focus group, like literally, you know, I think it was like 50 people that I just added into this group and I'm like, likes coffee syrups. Who likes coffee? Can I send you? See a ball and will you tie it for me? And I, it was called something different than it's called right now. It was like, it was just called like the focus group, like the
Speaker 1syrup syrup focus group. As basic as it could be as simple as it could be. Give us feedback about our product. Here's what we're up to. Will you try it? Let us know if you like it.
Speaker 2Correct. Yeah. Because we thought the product was good. Um, we wanted to get honest feedback from people to be honest, before we went, Oh, and the park. Yeah. Of course. Reviews kind of make it.
Speaker 1So, so you did not have an email list. You didn't have an audience. You kind of grinded one together as a focus group. Okay. What, what, I know what you didn't have. What did you have to launch this thing?
Speaker 2You know what? We spent a lot of time kind of figuring out what products our current customer wanted to see in the marketplace. So, so for everybody that's listed, we had a cocktail mix line for the last nine years. And we catered to a very specific customer in that space. And when we joined the, uh, incubator group, it was funny because we were asked about, who are you selling to? Who's your customer? And quite a lot of us who we thought it was, was not who it was. Yeah. Okay. And the reason was, is because we did not do much in web or e-comm, uh, we were traditionally brick and mortar. So we're in thousands of stores around the country, but just because. We sold to the store didn't mean we knew who was buying it from the store. Yeah. So we had an idea who was buying us. And when Tristana started serving all sorts of people that bought us, we realized we had no clue who was actually buying.
Speaker 3I didn't call a lot of people on the list. Like literally I just called them. I had a list of questions that I, that I asked, and it was so nice to be able to like actually talk to that customer and not just like send out like an email and be like, you know, because I don't think that people. Care about those surveys as much, but they love to talk to people and they were really excited and I like gave everyone a free bottle of Margarita mixer, whatever they wanted, um, just to talk to me. So it was, it was really, um, it was a very organic process. We really massage those people in that crew. I talked to every single person. We got a lot of negative feedback. And so then we changed our formula. And so we're telling people we're listening to you. We're listening to you. And even today we've already, I mean, we launched. Our, um, in November, these sinless surrogates, but we've already changed the formula again, because of, um, the feedback from everybody in that group, which I think we're about at a thousand people now.
Speaker 1So you, you had this, you had this other business, but no e-commerce experience now. And this is, this is a completely different business that you're getting into going from Margarita mixes to syrups. It is a very, very different business, different customer, different audience, different launch process. There's still a gap here in the overall story, right? I mean, you go from 50 people on a, on a survey list to a hundred thousand dollars in sales in six weeks, close this gap for people, because like what we've established here is okay. You're in, in middle of last year, you're in the same boat that most people who join our community are in no email list, no experience in this space. One, two, skip a few hundred thousand dollar launch. So what did you start to do today? What did you start to do to grease the wheels for the lot?
Speaker 2So what happened is when Tristina was interviewing, the people are buying our other product line, which was a low sugar, healthier version of a cocktail mix line. We realized that what they, their high consumption product that they used was a coffee syrup in the morning. They liked his labor coffee, but they also, because they liked our product being low sugar, they wanted a sugar free option. Now there's, there's already a big brand out there. That does sugar-free, uh, coffee syrup, but it's, it's a legacy brand that uses a lot of chemicals, a lot of artificial flavors, artificial colors. And so the person that we really wanted to serve was getting forgotten in the marketplace. To be honest, they, they didn't have a clean version of the product that they're using. Yeah. And so when we developed the product line, we really kept that in mind. We could have made cuts, um, in different areas in the formula credit, cheaper formula to create more, uh, what would be considered. um much more similar to the current product line out there um but we wanted to make sure that we stay true to this customer and not deviate okay so so
Speaker 1these you have this small group that you're paying attention to you feel you finally feel confident in the product that you're going to bring to them which is his own process right that's its own journey of what you did to get the product made and tested and tweaked and working with a manufacturer and that's you know we could probably spend two hours digesting exactly how you did that but once you were confident in the product there's still not a big group of people that you're launching to so where did all of the sales come from when you finally were in
Speaker 2business um so we ended up hiring a marketing agency to go out and help us get cold traffic cold you went
Speaker 1straight for cold traffic
Speaker 2that's right in this
Speaker 1space but you guys went for
Speaker 2it yeah yeah um you know we realized with this the way our margins were on the product we could if as long as we're above but two and a half row as we're doing just fine um you know we want to get that up higher naturally so we figured okay we're going to go after cold traffic because ultimately our goal is to have a hundred thousand people buying from us on a regular basis so how fast can we get a hundred thousand people to buy from us yeah so we did like a
Speaker 3three-week pre-launch and a lot of ads and we're still doing a lot of ads but it really it worked out pretty well we got a lot of that that group of people um we put them in our group we invited them to our group but we also just um had a wonderful funnel from this marketing agency and there's a lot of upsells our average order value is a lot higher than we originally thought it would be so the cold traffic was going
Speaker 1to be and what did
Speaker 2it end up being we're right now we're sitting around 50 we're trying to get it up even in that 60 to 70 dollar range i mean that's
Speaker 1perfectly reasonable i mean a 50 dollar you know day one customer value is is perfectly reasonable so let's just digest dissect how this went so you were running top of funnel ads to email capture to get on a pre-launch list and then bringing some of those people into the facebook group perfect so that's that's true so everyone did you catch that that's traffic triangle 101 or we have we have we have a traffic source a conversion source and an engagement source where the community lives and you can chop that up however you want the way that ryan and tristina did it was their traffic came from ads they sent that to their conversion source and they engaged them by inviting those people who hit the landing page over into the facebook group which is exactly how they built mine internally as well now a lot of people will say all right now even it's coming up for me when you're first starting out you don't have any proof of concept running ads can be tricky running ads can be risky so what do you think was different or what did you how did you approach it differently that gave you the confidence to be able to do that i think it was all the
Speaker 2feedback we would consistently get from people um not only in the facebook group but we would do in-person events and um i think it was all the feedback that we would consistently get from people um so a lot of product testing a lot of testing a lot of quality because in our in our other line you know we've launched products and we just launched them out there and had no idea are they gonna work we know we like them but we didn't get the feedback this we're like okay we gotta put the time in to make sure because of the risk of the la the capital bringing on the uh uh the marketing agency you know going out heavy at amazon uh we had to make sure the product was good now it didn't have to be perfect right right and ultimately that's where we always are working on our formulas to make sure you know what is the feedback we're getting you know we might have sampled it to a few hundred people but it's not 20 000 so that feedback you get off those reviews is huge to make sure you're filling those gaps that's normal i also
Speaker 3think that we still have a long way to go when we're doing these ads um we were targeting like coffee lovers or um people who are on low sugar diet however people who are going after these um who like these skinny syrups from this other brand they're not going to like our product they like artificial sweeteners they don't care what they're putting in their body they're excited that it's low sugar or zero sugar and that's about it so we're still tweaking things and we're still trying to um come out as the brand who's not just sugar-free but also um everything is all natural yeah and that it's gonna it's gonna taste different and so we you know we do get the negative feedback we're working on it all the time however i think we're trying to attract a different customer as well so it is an ongoing
Speaker 1process yeah makes makes total sense to me so so you're running ads to the basically a pre-launch page and your email address and you'll be first in line is is that right all right all right so building the launch list like 12 months to 1 million right to the t perfect execution there how long was it before you actually took a sale so you're you're spending money on ads and a marketing agency now how long was that gap in between you're spending money before you make a sale was ending is up huh for four weeks i agree of course so so um a month you're like okay we're gonna build we're gonna spend some money and some time building the audience engaging the launch list where we pull the lever so you're you built an email list of a few hundred people yeah yeah i
Speaker 2would say to pre-launch you yep and then pre-launch we pre-sold for a couple weeks at that point once we knew we'd have product ready to ship and so that actually spurred a lot you need their product
Speaker 1ready no oh it just gets better ladies and gentlemen not only do we not have a list do we not have an audience don't have experience in the space we also don't have product great and we still don't have a product ready and we still don't have that product ready and we still don't have a list so four weeks of building the audience building up the email list engaging with them asking them questions bringing them into the facebook group having one-on-one conversations total grind stuff right so launch day comes you still don't have product you're just going to take pre-sales at the selling yeah so what's going on in the in the minds of this family as you go to hit the button to take orders for a product that isn't ready yet you just wake up and you're like it's gonna be a great day
Speaker 3we were i mean we're very excited about it we know these manufacturers so we you know we have had a relationship with them for the last eight years they things go wrong all the time definitely but it wasn't like oh we're gonna wait another six weeks like we knew them enough we've been to the facility many times before so we weren't that nervous that it wasn't gonna like that there was gonna be like um a major disaster so i think that's really exciting for us and you know we just did this again we just pre-launched for our next trio well which ships a week ago so we did another for the second product
Speaker 1yes for
Speaker 3the second trio so
Speaker 1let's go there in just a second but first you hit send on the launch email yeah and what happens what's the first day like
Speaker 2it was
Speaker 1interesting i mean it was
Speaker 2fun we've never had a shopify site we've never had you know really much going on and all said to see the dings coming through on your phone and it's exciting you know you think holy shit this is working you know yes you just
Speaker 1never know to be honest what what was the peak of the margarita business how what was the the top end of that the last few
Speaker 2years we've been flat at about between a million and a million two okay that was mainly brick and mortar i mean we did you could purchase off of our website in the past but we were only doing about five to six grand a month in total between our website and our amazon presence so there really wasn't a lot there um so cold eight years
Speaker 1you you peak at about 1.2 yeah and you come out of the gates with a few thousand dollars in sales your first week with this new business yeah what does that do to your brain how what is this what is what what are you thinking at this process is it i got something is it what have we been doing all our lives yeah it's like when that starts to pop
Speaker 2it's all of that um i'll back up a little bit because once covid hit you know being primarily like brick and mortar brand buyers stopped bringing in new products between supply chain issues and out of stocks and they didn't really know what was going to happen so we couldn't grow there was nowhere to go and so um it definitely changed our
Speaker 3mindset where we were like now excited for the future where before we were like oh my gosh like this is all this is what we do this is you know we work on this together we homeschool our kids and like this is all we had we you know we were spiraling down a little bit for the last couple years so we knew that we had to like do something we had to change we had to we had to adapt yeah
Speaker 1that's that's scary and and kudos to the two of you for while you're scared starting a new business most people will go into total defense mode people are still in total defense mode because there might be a recession coming or there's a banking scare or because it's cold outside and y'all are like our business is struggling we're going to do something different like that takes a tremendous amount of courage to pull that trigger and to be willing to go through the grind period of talking to customers and spending money on advertising in order to build that launch list and this is why i say that if you're willing to just accept the grind and go through it you'll you'll come out of this with you'll come out of this with gold you'll come out of this a hat and if you do the hard stuff for a year you pass all the people who are trying to succeed with short-term tactics and strategies after eight to twelve months so we're we're not even at that point yet we're we're six months in so they're out in your business you you you came out of the gate with a few thousand dollars which makes total sense to me i think we could have predicted that but a hundred thousand dollars in six weeks there had to be something else that went well in order to have that type of volume amazon amazon was going really amazon started picking up
Speaker 2okay yeah so the the timing on our launch we strategically timed it for um end of november to play into holiday buying season um so we had a holiday collection which was three stews we had our classic collection which was three skews and then we did a simple syrup all the same metrics clito our keto sugar-free clean label
Speaker 1is clito the combination yeah i mean that's our word is that that's the new diet we're we're starting yeah tonight the clito diet so
Speaker 2then um we knew if we had strong six weeks and fourth quarter then we parlay that into the uh new year's resolutions for people and we all now have a solution for them um that they didn't have before a lot of people are in you know cutting out alcohol cutting out sugar trying to lose weight so we wanted to time this where we strategically had a strong mark you know um if we would have launched i would think in april or march i don't know if we'd have the same results but i think it's because we did it during around the buying frenzy for this type of product yeah and that gives you that's a good point that's a good point that's a good point
Speaker 1yeah and that gives that surge gives you more volume to get reviews and follow-up with customers and get feedback while it's still early and if you can maximize on that first three to six months of getting feedback and video submissions and reviews that sets you up all year to make ads and to make content and to screenshot reviews and post it on social media it gives you a really good foundation to work from but what did you do in the the you know from january 1 to march what did did sales accelerate decelerate stabilize what did they look like after you got through that rush they're good
Speaker 2um we had some out of stock issues on amazon you know because our capacities on amazon uh they suck at first they stopped so often the second we get a shipment in it'd be sold out in a
Speaker 1day i mean there are worse problems to have but that is a problem yeah
Speaker 2because the replenishment time would take a while so we saw some peaks and valleys and then they've really increased our capacity so now as we're starting to send in shipments we're sending in where in the past we're sending in about four or five times of what we were able
Speaker 1to do yeah and so you're managing both sales channels right now is that the air you got shopify and amazon and they're and they're both growing i presume
Speaker 2yeah yeah we you know going through kind of learning how to do the common through you guys we're like well we should pick one and then we're kind of like screw it let's just go for it
Speaker 1my typical advice but you guys have made it so yeah i did it like
Speaker 3if you you know you're you're starting from nothing to pick one and go all in on that one but we already had a presence on amazon and honestly a lot of our ads you know we're starting from you know you're you're starting from nothing to pick one and go all in on that one but we already had a presence on amazon and honestly a lot of our ads um that are on facebook or google i think a lot of people see that and then they go to amazon anyways so it's
Speaker 1yeah what's what's interesting is is it's it is very difficult to build an amazon presence and build a shopify presence that is very difficult to do but if you build a shopify or your own funnel presence you can catch the spillover on amazon it doesn't mean you're going to be ranking for keywords or optimizing for a cost and like that it's tough to do both of those things but you can definitely catch it while you're creating this momentum that is coming off of amazon meaning through through ads so in a perfect world that's what everyone would do but for most people they've got to focus on one or the other so you advertising on facebook youtube google all facebook just facebook um
Speaker 2google got layered in a little bit um after the new year but we're our spend on google is about a tenth of what it is on facebook because we're still optimizing things our site you know we need to optimize the conversion rate get that higher i
Speaker 1mean you guys are six months in if you weren't still optimizing things i'd be like uh hey guys um we got some optimizations yeah
Speaker 3yeah there's still a lot to do i think that's for every business and it doesn't matter how far into it you are you know you have to adapt all the
Speaker 1time of course what is what has been the highest grossing sales day so far um i think
Speaker 2our highest day would have been about 4 500 or so good day good for you guys you know good for you guys so it's it's been fun because if i look at our q1 sales this year versus last year q1 we are already ahead of q2 of last year so over time so the sales we've done in the first quarter of this year has is already ahead of q1 and q2 of last year amazing so we're up about 160 percent that's
Speaker 1great are you guys stoked
Speaker 2yes yeah
Speaker 3there's so a lot to do i mean it's it's hard it is hard you had done an exercise with us one time to kind of look back at the last three months or six months or a year or something and and it's important to do that because a lot of times you don't celebrate the little witness you just i mean for us especially we're just like okay yeah
Speaker 1but now what right right i just did that exercise last week i was like man you forget how much progress you make in three months six months 12 months we just see where we have to go this mountain in front of us that we have to climb and so we just see this gap it gets wider and wider and wider and so i know from experience that i know there's probably days that you wake up and you're like and we have so much work to do to like have an exit or to maintain are we going to maintain our sales from last month like what if that was a flu their negative review is this going to kill all of our momentum this ad isn't performing anymore did we sell all of the syrups that we're going to sell we tapped the mark and all of that mental junk happens unless you guys are immune to it no yeah i mean
Speaker 2i think some of the bad reviews on amazon got to us a little bit but instead of taking a personal and like okay well let's just make a formula okay for you and um and especially our experience in the food products side is that you you can bench top things and you can create your formulas but when you go to a mass scale production sometimes things don't come out exactly the way they were you know in your original formula so of course so it's good not to get your ego too involved i would say in it and look at it for what it is and and because it's not your baby it's like okay let's make it better and just a product through those bad reviews and understand that you're not going to please everybody but a lot of the these people do have legitimate points on so let's do this
Speaker 1that's an honest answer let me you were starting to tell us about the second product launch and i'm really curious what the momentum is like after you go and do this a second time first time you don't know how we're gonna buy it you know the reviews are gonna be like second time you know a little bit more and you have a customer base now so and i think you said that you pre-launched the second the second product too so tell us about what the second launch was like in comparison to
Speaker 3the first well i think well first of all you can talk numbers but um we we um talked to that facebook group and we asked them what do you want like we had holes and we talked to people and we're rather have um smart white chocolate or dark chocolate um like so we we went through and we we talked to our customer again and they really helped us develop this next line so we had toasted marshmallows salted dark chocolate and a hazelnut we call
Speaker 1it flavors all these same product but
Speaker 3different flavors absolutely yep same product um so we again sent out samples a lot of samples so that people could try them and then give feedback and the feedback on these were fantastic and maybe it was because they already loved us um because of the first one but it was really it was a lot easier i i feel like on the second one to get the hype out there and then we pre-launched for three weeks
Speaker 2yeah yeah but quite honestly i would we met with a marketing agency and we all kind of agreed that we did do a great job on this pre-launch uh yeah yeah we didn't have our sops really dialed down in a great way we're kind of flying by the seat of our pants okay so the pre-launch went good um we saw definitely a big uptick in sales uh the inventory has not been received on amazon yet that hopefully will be soon so right now it's mainly all shopify sales yeah but it's good um i'd say we saw a pretty good lift for throughout that pre-launch phase a lot of our emails were converting to sales which in the past that really wasn't the case right so we're starting to get that warm traffic and he layered in there
Speaker 1you're getting repeat buyers you're going to be more finally sold for the first time they say this is a real business now you have higher conversions because you have reviews from the first product yeah you've done this before at this point do you know what the sales were for that three to four week period when you were pre-launching the second product meaning on the on the new stuff on the new
Speaker 2collection i think we did somewhere north of a thousand dollars on just those
Speaker 1flavors eight so eight thousand in pre-sales yeah on the new flavors right and and so now you're starting to be able to do all the pre-launch stuff on amazon amazon's starting to check that in so you'll have
Speaker 3a total of what six flavors at that point uh we still have our um our holiday collection out there as well so we have
Speaker 2nine flavors plus a simple syrup okay yeah so our plan is every quarter to launch three new flavors and eventually having roughly 30 to 40 selling flavors in the marketplace um that's why it's important for us to really dial in that pre-launch plan and uh not fly by the seat
Speaker 3of our pants so yeah we're working with our marketing agency right now we have a really great pre-launch plan for the next time so that everybody's on the same page and you know four weeks out three two one and then gone so um i think this last one it really i mean yes the excitement was there especially from a facebook group and we got some really great feedback and reviews but um but now we know what we want to do and how to organize
Speaker 1better what did the marketing agency that you worked with do well that you would suggest other brands emulate when they're launching or promoting
Speaker 2a new product they we before we designed the price and so when we created the product we didn't have our price point figured out and we had an idea of where we wanted to go all in the marketplace but i think what looking back for me was working with them on our exact cost of goods our exact fulfilling cost the um your freight cost to get it to the customer and build your margins around your true cost in head not what you're kind of thinking it is and that's not the guessing of the air or the way yeah because that way if you say okay um we're gonna if we don't get two and a half row as you know you're losing money on your customer acquisition you're going to lose money on your customer acquisition and so like for us we were able to identify where our break-even point is on the customer acquisition and our ad spend and make sure that you know we're not just spending money to spend money like we might be running a little negative for a while um but we know as sales tick up you know in all these metrics start to work together it's just the formula works absolutely we spent a lot of time with them on the upfront
Speaker 1to get back down that makes sense yeah and it it's okay to lose money up front for a while we have we have one brand in the portfolio that loses on average ten dollars per sale when you factor in ads costs we break even on acquisition but you factor in costs and shipping and everything you lose about ten dollars we're fine with that because if we were to spend and i don't mean to freak anybody every new people out but if if we have a hundred thousand dollars in capital as a as an investor which is my role on the team and we burn through all that hundred thousand dollars have you failed or have you bought ten thousand customers that's how we see it and so now those ten thousand customers are going to come buy in order again and they're going to buy the next product and they're going to leave reviews and they're going to miss feedback and they're going to come buy on amazon and so we see that as a very healthy use of capital not as a waste and and a lot of brand owners don't see it that way or they're just starting out and so the idea of losing 10 bucks per sale is scary to them as it would be for any new business owner but you guys understood that if you play this well this brand especially having one competitor in the space and that competitor is pretty darn big yeah knowing that if you work your way into this market this is you know this is a 25 million dollar company it's a 25 million dollar exit if you play this well were you thinking that long term i had at the start of this or was it more about okay we just want to see if we can make something
Speaker 2happen no it was building out like a five-year plan and looking at potential exit down the road or if we're having a great time with it then you know we'll stick with it but you know to a point where you are having fun with it because quite honestly it started to get not fun the old business the brick and mortar side well and you're
Speaker 1still at 1.2 million yeah yeah i mean of course it's like you you we crave momentum more than we crave anything else i think i think a lot of times we we get stuck over this idea like what's our what's my passion what's the right way to do things is there like how am i going to make this work but all we really crave is the the joyous unfolding and that will keep us going and that's the joyous unfolding and that looks like momentum it feels like growth it feels like we're chasing something and you guys are chasing something right now which is probably deliriously exciting yeah
Speaker 3i felt this before um we came on with you we're like what makes this enjoyable for us and i think because we are our customer that really helps i am you know we love to make the coffee drinks at home and we love that it's zero sugar because we you know we lead a very healthy lifestyle and so we are that customer so it's fun for us every day to be like what do we want what do we want now or like oh we never thought of that like and so we're learning as we go but it's um it's like our personal growth and our personal story as well
Speaker 1you know i'm just having this thought as you're saying this but when you're building a product that you genuinely consume or like yourself you're you're really building a community of people like you which makes it much more fun to show up and serve versus if you're selling to a group of people that looks and acts nothing like you it you can do it it just feels a lot more like volunteer work than it does like creating something of value ryan you're having an aha moment right
Speaker 2now well you can put yourself in their shoes a lot easier you know so we put ourselves in our customer shoes it's we wanted to kind of always give them like we like our coffee and then we like our happy hour and our weekends and things like that too and so but we just didn't always like the extra sugar involved and all the extra calories that go involved and and i think that's the community we want to be there for those celebration moments in life you know over a great cup of coffee or happy hour with friends you know we want to give them products that they can continue to do have those great moments of life without all of the extra job to be honest and so um tell us
Speaker 1tell us about what's coming next i mean like we're acting like this is the you know pop the cork celebration but really just at the start i mean we're six months post-launch six months and maybe not even it's a tent yeah
Speaker 3we're like five or maybe so yeah we do have a lot of you know dreams and plans up here but um like red ryan had said before you know three new flavors every quarter and i saw some one of the comments here somebody wanted i we didn't know this was a thing but like fruit flavored water like to like they put flavoring in just water and i didn't know it was a thing i mean i do like electrolytes and stuff like that but i didn't know they just wanted the fruit flavor so we're um developing that right now so that will help to serve that customer very good and then we're also thinking you know um like barbecue sauce or jerk seasoning or like these other sauces or um dressings you know this might be in a another year or two but it's just it keeps us thinking about our customer and how to serve them so that's where that
Speaker 2facebook group comes in and so handy because they'll tell you what they want and you don't have to go out and try and guess and so building that audience for us was super important to continue to build because we could guess but it's a lot easier just to ask them and did you
Speaker 1say that your group is about a thousand people deep yeah
Speaker 3it is and we've not had any paid traffic to go it's all organic it's just people who we invite into the group so um They're all fans. There are a thousand people who actually like us, which is nice. It's not just like, you know, somebody on your feed who is like sponsoring these posts and you're like, oh, that looks good. That looks good. It's not. It's people who joined and answered questions.
Speaker 1Yes. Okay. So what, if you could go back in time, would you do differently that you will adjust for further product launches or future product launches?
Speaker 2We touched on the, on the pre-launch, just having a standard operating procedure, you know, that we're all lockstep in with our marketing agency where everything is just neat and tight and just much better. I think, you know, we've, with our agency, we've had success and we've had some things that we really are constantly pushing back on with them too.
Speaker 3I think getting more involved in that process. If we could go back in time, we would have.
Speaker 1Then the marketing process?
Speaker 3The, yeah, the marketing process. Like the paid ads, for example, we didn't know much about it and we just let them go. And now we're kind of kicking ourselves a little bit. We're like, should we?
Speaker 1Why is that? What would you have done differently?
Speaker 3Ask for like, I mean, we get weekly reports, but I didn't know what they meant until like that little line that you. Okay. Got it. Yeah. I want to dig in deep now and I want to know. Exactly who they're targeting, when they're targeting and, and then adjust with that. Like their vision might not be our vision. And so we want to make sure we're attracting that, that right customer.
Speaker 1Yeah. Well, I hope you guys are very proud. We are very proud of you. So congratulations. And we're just starting. Ryan and Tristina, congratulations. Thanks for being here, guys. I hope you are as excited as we are excited for you.
Speaker 3We are. It was really nice. Like, um, when did, um, I can't remember his name, but with the worship hat on, um, he had said it just like, how do you manage your time? And, and I really think it seems so overwhelming. You have a million things to do and it seems like I'll never get all of this done. But once you like the incubator program was really great for us because it took one thing at a time and then we did that check.
Speaker 2Yep. Check. Yeah. But yeah, we didn't really have to think that hard at one or next step. It was, it was just literally following the roadmap that was there. That's the honest to God truth.
Speaker 1So. Well, congratulations guys. We're super proud of you. We're really excited about your growth and we can't to see what happens over the next six months. Gosh, it's been six months. Congratulations guys. Great to see you. Thank you for being here. Yeah. Thank you. If you've read my book, listen to the podcast or watch any of my YouTube videos, and you're asking yourself, where the heck do I start? Where do I begin my journey? To my million dollar business. We got you today. My team and I just completed a new kickstart class called five days, seven figures. This is the best on ramp class for any of you who are ready to begin your seven figure journey in this five day class, you're going to choose your ideal market, what products to launch, come up with a plan to get each one of them to 25 sales a day. And you'll know at the end of the class, exactly what you're going to need to do. How your business is going to be, how you're going to get it to a million and exactly what your next steps are to get it off the ground. It's a five day class. It costs a hundred bucks. And when you're done, a member of my team will get on the phone with you and review your homework directly with you. When you're ready to start, go take the challenge at capitalism.com/five. That's the number five, five days, seven figures, capitalism.com/five.
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