Speaker 1This is The Road to One Million, and I'm Ryan Daniel Moran. I have a product idea, and I want to sell to wiener dog owners. And I say, do you own a wiener dog? And he says, no, actually, I'm a cat guy. And I'm like, oh, that's cool. So why don't you sell to cat people? And he's like, because I like to say wiener a lot. And also, I just think there's a bigger market opportunity for wiener dogs. And I said, wait, this is a great teaching point. This is where entrepreneurs niche down to specifically, and they actually cut off part of their market. The magic of choosing a person is to be specific enough to help someone without unnecessarily isolating other parts of the market. And it's a huge distinction when you are deciding what your business is going to look like. If you listen to my content regularly, you know that I'm really big on choosing a specific person to help. The magic of choosing a person is it gives you the clarity to speak to someone, care about someone, and serve them with a lot more direction. And in my experience, if you choose one person, it gives you a clear lane to go down and speak to. And it allows you to launch four products that get to 25 sales a day at a $30 price point. That's a million dollar business. But in this conversation with Brandon, he wants to niche down a little bit too specific. He wants to go specific to wiener dog owners, a specific breed of dog, and he wants to sell products to them. That might be a great idea. But after talking about it and hearing him talk through what he wants to build, he doesn't need to go that specific. And it would actually trap him and pigeonhole him too much if he were to niche down too much. Sometimes our temptation is to niche down too much because we're in our head about who we're serving. But I hope that as a result of hearing this episode with Brandon, you get clarity on who your person is and how you can serve them for the life cycle of your business. Because you only need four products at 25 sales a day at a $30 price point to have a million dollar business. Good morning, Brandon. How are you?
Speaker 2Good morning, Ryan. Doing well. How about yourself?
Speaker 1Doing well. Nice to see you. Tell me a little bit about your business and how I can help.
Speaker 2Yeah, so I am aiming at the pet industry. I'm just starting off. I actually went backwards a bit because I found you guys after I had already been working on a product and I fell in that rabbit hole. Yeah, that happens all the time. Yeah, so I think in the last week and a half of being in the group, I figured out generally what my audience is. But I think my main issue is, so I'm targeting small pet owners who recently got a pet. And the first product I want to create is a pet carrier, which if you, if anyone has ever owned a small pet, like you need a pet carrier to go to the vet or, you know, you need a pet carrier to go to the vet. Yeah. Yeah. To travel on the plane. But I think my, my most ideal audience are small dog owners, specifically like wiener dogs for that specific product.
Speaker 1So this, this all sounds perfectly clear and concise. So are you just needing confirmation of going in this direction? Or is there another way that other direction that you like?
Speaker 2I think my main issue is that we talk a lot about how you should be, or it's a lot easier to target an audience when you are exactly that avatar. And I own a cat. And I don't own a small dog. Then why are you going the wiener dog route? Like what brought you to that conclusion? Yeah, I think I was thinking more along the lines of what. I think I was thinking more along the lines of what my product is most suitable for, rather than like my specific audience that I want to talk to.
Speaker 1Okay. So, all right. So this is, this is a really good teaching point because what I tell people is that you want to be specific enough to serve someone, but not so specific that you start isolating people unnecessarily. Okay. Now there is, there is something to be said about isolating a specific person. Yeah, there is something to be said about isolating a specific group so you can serve them. I mean, socialists tend not to like my message, right, right, from capitalism.com. But I don't intent, but I don't intentionally isolate anyone for no, for like unnecessary reasons, right? So in your, that's an extreme example, but in your case, you're like small pet owners. Got it. Small dog owners. Yeah. Okay, great. Wiener dogs. Well, now we've, now we've just niched down unnecessarily. Unless you tell me, for example, I, I do know somebody that came to the incubator. They built a multimillion dollar business and they only targeted pit bulls. They were like pit bull owners, like passionate group. It's who they were. They, she said that they had special needs because of the, the way that their skin folds. And so they had products that were designed specifically for washing and moisturizing pit bull skin. And they had a multimillion dollar business that needs a specific amount of specification in order to serve that person, right? Because you're not going to have this same product line or service for golden retrievers. Their skin is different and they're a long haired breed. Right. So, so in your case, if you tell me that you can make a bomb ass carrier. That works for cats and dogs, then it's not necessary for us to niche down to wiener ducks. But if you tell me that wiener dogs as a breed have special restrictions when they travel and they tend to pee, pee more when they're scared. And so this has a special film or, or a layer at the bottom that absorb. Now we're talking right now. Now I'm on board. So the question is, are you niching down? Are you niching down in order to be of service or are you niching down because you think it sounds good? And that's where you can start to draw the line.
Speaker 2Right? Yeah. I think my thought process is because, so for, I guess like some statistics, like for wiener dogs specifically, they're one of the most prone species to this specific disease called inter vertebrate disc disease. Right? Yeah. So I think, you know, I think it's, I think it's, I think it's one in every five. I think it's one in every four. I think it's one in every five. Yeah. Because they have really long bodies and really short legs. Literally, I think it's one quarter or one in every five wiener dogs have this disease. And my carrier is meant to be more of a backpack that you can actually carry, but most backpacks are in what you would imagine like a backpack form. And it's not very suitable for that. Yeah. Style of a body. Yeah. Okay. Now we're getting somewhere. So Brandon, you said you developed this. Okay. You said you developed this. Yeah. You said you developed this, right? Yeah. So you arrived at this statistic later. So how did you design or get to this product idea at first? Yeah. I think so. I have, I have a lot of experience with cat owners.
Speaker 1I have a lot of experience with cat owners. It's a growing market and you don't isolate anyone unnecessarily by targeting them. Then you can have offshoots from different breeds or cats versus dogs or, you know, what have you. Right. Yeah, no, that's great advice. Thank you. How tell me a little bit about the product and its launch and where you're at in kind of the sales trajectory of this product.
Speaker 2Yeah, so I found a supplier that was able to get the quality that I wanted and I got a sample from them. And there's minor details that need to be fixed. So I think I'm still in the product development phase of getting it to that, I guess, like 90 percent perfect for a launch where I can actually show photos of it and it will look exactly like what you're supposed to receive.
Speaker 1Yeah. In that case, then it would be a good idea. For you to set a pre-launch date, if you haven't already, if you're in that part of the process, you can set a pre-launch date and start working towards that pre-launch date and you can have sales on this thing as soon as those photos are ready.
Speaker 2Sounds good. Cool. Good work, Brandon. Good to see you. Awesome. Thanks, Ryan. All right. See ya.
Speaker 1As a result of this conversation, Brandon took six months of thinking about it, planning for it, and now has an action plan for what he's going to do. And now we can go. Launch his first product to a small audience and have 25 sales a day and launch three more products. Do you know one of our members hit 100 sales a day in like seven days in business? Like stuff is happening really, really fast right now, but it can't happen if you're just in your head thinking about it, planning for it, listening to content about it. So when you're ready to actually start the road to one million, come join our community at capitalism.com slash one. Fill out the form and we'll see if we can help you. I'm Ryan Danny Moran with Capitalism. Thanks for watching. See ya. And now a quick word from Tristina Tim, one of our members from the capitalism.com community.
Speaker 3We joined the incubator because we knew the things that we didn't know. So we didn't know e-commerce at all. And we needed that. We needed somebody to tell us where to go and what to do. Right now, we are on track to hit the three million mark this year. However, I think next year is just going to be a little bit more difficult. I homeschool, and I love that our family can wake up together every morning. Nobody's running off to school. Nobody's running off to work. If I had to work at like a nine-to-five job, there's no way that I could also homeschool. I get to set my own hours, and they're not as many hours as a normal job would be. So that's really fantastic. But again, freedom is everything for our family. And it's strange that our kids don't know any other way. Mom and dad. They're home every day. I would describe the capitalism community as family. When you go get so many tips from people, we give tips. And I think that we're going to start to work with a lot of our fellow community members. And everyone really is rooting for everybody else. Nobody is like in competition at all. Like everyone is everyone's biggest cheerleaders.
Speaker 1If you found value in this podcast and you're ready to go deeper, here are three resources where we can help you. One, you can grab my book, 12 Months to 1 Million, on Audible or Amazon. It has over 1,000 reviews, and it's the playbook to building a seven-figure business. Second, you can join our community of entrepreneurs who are following a plan to build a 1% net worth by building businesses and investing the profits. You can get plugged in at capitalism.com slash one. And third, if you're looking to go deeper and build a seven-figure business that you can sell, you can work closely with us inside the Capitalism Incubator. And you can get on the way, and find out what we do over at capitalism.com slash inc. That's capitalism.com slash inc.
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