Speaker 1- This is The Road to 1 Million, I'm Ryan Daniel Moran. If your business or your brand is not getting the momentum or the sales that you want, you probably did something wrong in the process. That's what happened in this interview with Steven Yeh. Steven knows this process backwards and front because he's part of the team here at capitalism.com. Steven launched his brand and just didn't get the sales that he was hoping and now he's struggling with momentum. Can you relate to this? You think you're gonna kill it and now things are just grinding to a halt. Well, after this conversation, Steven realized that he was doing something wrong and it's a classic mistake that many entrepreneurs who struggle make, but as soon as they unlock this, everything becomes easier and more effortless. It's a mindset shift that sets you free to build the million dollar business. And I think as the result of hearing this conversation with Steven, you're finally gonna get it and have permission to go full throttle towards building a million dollar business. It's not that hard. So let's dive in. Steven, it's 4:00 AM your time. Thank you for your dedication. I'm so excited to chat with you. This feels like a chat years in the making 'cause you and I have crossed paths and now you're on the team and you're living in Bali, growing your brand, working with capitalism.com. This time is yours. So tell me a little bit about the business you wanna focus on and how it can help. -
Speaker 2Absolutely. Ryan, thank you again for taking this time. So I have a new brand that just came out. It's called Sacred Coats and just some type of inspiration that came up. Even I wanted to start this right before working with you guys as well. So it kind of all just came together where I was able to come on a team and then also be able to go with this and build this brand. So for me, this brand is about, there's different ways that I'm trying to share it. It is about one of the ways to explain it is to help expand human consciousness. I feel like in some ways that term is just too loose. So another way I could put it is just to help people like feel alive. - Great. - To actually just feel good and feel whole.
Speaker 1You know what I mean? - That's actually a really good tagline, feel alive. That's a good tagline if you wanna run with that. And I know you've got the matcha is the first product, correct? - Correct. - Okay. So tell me a little bit about where you're at in the process of sales, launch, all of that. And then tell me a little bit about what your primary goals are from this conversation and over the next 12 months. -
Speaker 2Cool. So I actually started this before going through your content and what ended up happening once again, just because the exciting part of things was to create the first product and putting it all together. I focused on that in the beginning, right? And so I didn't spend too much time on the audience building side. So what ended up happening was I did a launch in May. It did okay. I made a few sales here and there, but what I realized, like what you've been talking about for a long time is that you need that. That's audience side of things. You need to build that with those Raven fans. -
Speaker 1Just so I know, Stephen, when you say you made a few sales here and there, what does that mean exactly? -
Speaker 2I believe it was around 15 sales. -
Speaker 115 sales. Okay. And from like right now on a daily basis, are you getting consistent sales or is it pretty sparse? -
Speaker 2Good question. So it is quite sparse. So what ended up happening was a few days after I launched, I actually had to move my whole family to Bali and then we had to find a new place. We got sick and all that. So I really actually didn't start revamping and working on the business once again, until about two, three weeks ago. -
Speaker 1Okay, cool. - Other than that, it was just settled. - We're at relaunch period, essentially. Is that fair to say? - Yeah. - Okay, cool. So where do you need clarity right now? And to start, tell me where you'd like to be in 12 months to be happy with your progress, and then we'll kind of focus our conversation from there. -
Speaker 2Beautiful. In 12 months from now, what comes to mind at the moment is 50K per month. - Okay, got it. In top line revenue. - Correct. And I would say that is a good enough timeline for me. What I would like to do is. I have a few marketing strategies that I am implementing. I'd like to go over with them to kind of just see your opinion and what your thoughts are. -
Speaker 1Sure. Before we go there, let's just clarify. The overall vision of the brand is really to grow human consciousness, for this to be an opportunity for someone to cultivate a spiritual practice, to be more aware, to be more present. And the first product is the matcha. But the matcha is one way that someone could experience a growth in consciousness. Is that a fair summary of what your target is? - Absolutely. - Okay, awesome. So I have some ideas for you right out of the gate, but tell me what your relaunch plan is and your marketing strategies for how to hit that 50K a month in 12 months. -
Speaker 2So multiple strategies at the moment. One of them, I'm starting a podcast with my good friend. He has a. Right now, a decent following. He had to restart it. He has about 150,000 subscribers on Instagram and YouTube separately.
Speaker 1So that gives. - Is this the individual that we both know that you're close with in Bali? Okay, awesome. That's a great influencer for this brand. -
Speaker 2So we are starting that podcast and it will be launched pretty soon. We've got about 12 episodes in the podcast. We've been in the pipeline and now it's just a matter of launch strategy. So that's going out soon. -
Speaker 1And just so I know, is he part of this brand or is this podcast completely separate from this brand? -
Speaker 2He is not part of the brand yet. I mean, maybe eventually he can come in. - Do you want him to be? - There's a possibility. One kind of thing going on right now is he has his own physical products brand. - Yeah. - So now it's just a matter of how to. - Yeah. - Structure everything. - Yeah, okay.
Speaker 1So I don't mean to belabor this point, but sometimes we overlook the assets that are right in front of us, right? - It's true. - So it's like I sometimes will talk to entrepreneurs and they'll say, "Well, I'm trying to sell this product." And I'm like, "Well, what are you doing right now?" Well, I have this blog and this blog has 100,000 visitors a month. Okay, well, hold on, we got some assets here and so I don't want you to gloss over this point that you are really close, really close with someone who represents the ideals and the values that your brand stands for and you're starting a podcast with him. This is a huge asset for us. So this is why I want to be really clear about the relationship and what your desires are because we can sort of weave in whatever type of relationship we want and it can be an asset for the brand that you're building. So the next part of this discussion is relaunching the brand and building the audience so that he can have consistent sales. If you follow my work, you know that I talk about that all the time, but how do you do it? How do you start building the audience in a way that buys? So what I work with Steven in this clip is how he can start building an audience over the long term that will be the perfect avatar to buy all of his products and make it simple and straightforward. For him to get to 25 sales a day over four products, thus being 100 sales a day and a million dollar business. For Steven, starting a podcast is the perfect next step for him. He has a partner that is an influencer with a really great audience. He likes long form content, and this is a topic that he's truly interested in, and he would do it for free regardless if anyone was listening or if it was making sales. That's why building a podcast, specifically a video podcast that can be repurposed into other forms of social media content, is perfect for Steven. It's not necessarily the perfect thing for everybody. The fastest way to build an audience that buys is just to drive ads to an opt-in and then build the audience using the email list and sending one email a week with a company update. That's the fastest way to do it. That's the way that if you don't want to put your face out there, you can still build an audience that buys. But for Steven, this is the best route forward. So that I have that intel, what's the physical product brand that he runs? What's the focus of that? Tell me a little bit about that business.
Speaker 2Sure. So I'll just be butting in, you know, just so people can listen as well as we're not. So my friend is Mike Chang, and right now he is, he has a brand called High Vibe Mushrooms.
Speaker 1Okay, great. And do you know how that's doing? Like, is that his primary focus? Is it a million?
Speaker 2That is like his 12th priority.
Speaker 1Okay. Okay. I understand. Okay, great. So we have. We have a strong relationship with this person who has a following that is targeted for your business. Awesome. This is a huge asset, even if he's never a part of it, he never mentions it. There's some things that we could do there to weave it into the conversation in a cool and ethical way. Now, I will bring that up throughout this conversation about how we might do that. But tell me about your plan. Go ahead and run what you want.
Speaker 2Okay, cool. So that would be the first one. The second one is going to be cross promotions with different brands. Okay. So I am in contact with one right now, and she has exactly the target market that I am looking for. So, you know, I sent her a sample. She's here in Bali, and she was saying things like, hey, I still need to get this and that ingredient before I can really make it. So I reached out. And let her know, hey, I'm just going to start sending you some matcha lattes every day so you can just drink it. I think that is a very good strategy, Stephen. So cross promoting with different brands in the same niche, as well as reaching out to kind of different influencers in the space, especially the idea would be podcasters, as well as YouTubers. Because. I believe I heard that I've heard it from you that, you know, they have the most dedicated followers. That's correct. A lot of sense. That is correct. Okay, great. So those are the main three. I just want to check in to see if I'm doing too many at once, especially because for some reason right now, I feel like I'm putting out maybe. If I'm being honest with myself, like 15% to 20% effort in this business. Okay, cool. So though things are moving, it just doesn't feel like
Speaker 1I'm totally so. So first of all, I really like your overall strategy because you're partnering with people who have reach. And I think you're doing the right things in developing deep relationships with people that can help spread the message. And I would I would say that you don't have three strategies, you have one, which is creating relationships with people who can bring firepower to this brand. So I don't think you're doing too much. I think this is exactly what you should be doing. But here's something that I'm picking up on from you. And I wanted to find a way to weave this in and you teed me up for it. I think this is I'm going on a hunch here, Steven, but I have a hunch that your passion is more on the overall vision of raising consciousness, not selling much. And I think that's creating some gunk for you. And by gunk, I mean, if you focus completely on this thing that fires you up, which is raising consciousness, you will sell a lot of matcha, but you'll slow down. If in the back of your mind, you're thinking about selling matcha, you see where I'm going with this? Yeah. Yeah. So, so when there's not a big enough reason to, okay, for you right now. Now, if you talk to Andrew Weill, who runs matcha.com, the guy won't shut up about matcha. He loves fricking matcha. He'll tell you about the blends and the benefits. He loves talking about matcha. But for you, I suspect the reason you're only getting 15% output from yourself is because you're thinking about got to sell some fricking matcha rather than thinking about the overall vision of helping a person on their journey. To raise consciousness, you pick it up when I'm laying down.
Speaker 2Yeah. Yeah. I feel that there is something to, I mean, definitely I do like matcha and I do like the product that I'm sending out, but it is not the biggest why of, of this company. And so I think in general, I, I do have to come back and really focus on the main priorities of why this business was launched.
Speaker 1Yes. Yeah. It's a great example that I want you to check out. It's a brand called creatures of habit creatures with a K. So creatures of habit does a great job of telling stories that are in alignment with our vision and they weave their product in the product is ready to go oatmeal, right? I mean, could, could you have a more basic product now? I haven't tried it, but I'm told it's delicious and it has omega threes added to it. And it has a lot of protein to it, but really the vision of the brand is about creating habits that create a great life. And the founder has a wonderful story of being down and out. And I believe he was a drug addict who then got his life together. And the way he got his life together was sort of taking the same addict mentality, but putting it towards healthy habits of creating really strong routines. Eating the same thing every day. And so he is now releasing products that make it easier for people to build good, healthy habits. The first one being an awesome breakfast. So this is the same type of structure for you, where the message of the brand is not about how amazing matcha is. It's about consciousness. It's about how the world needs this about your journey. It's about other people's journeys. It's about Mike's journey. It's about the state of the world and how important it is for people like you and me to think differently and to raise our awareness and be autonomous human beings. When I, when I talk like this, how does that feel?
Speaker 2I can feel it. Yeah. I feel a lot more inspiration. I feel a lot more energy inside of me. Yeah. Makes a lot of sense.
Speaker 1That's, that's the feeling alive that you talked about. Yeah. Absolutely. So as you, I can actually see it in your face. There's like, there's a different level of aliveness when you think about that or talk about that. And then matcha becomes part of it, but it's not the hero in the story. And if you try to make matcha the hero of the story, you're going to slow down and you're going to be frustrated. You're going to be begging for reviews. But if you stay in that place where you're feeling alive. Then this product will fall into that momentum. It's like, it'll, it'll be, it'll be like the leaf in the stream that just gets carried down the current. And then you'll launch the second product and the third product and the fourth product. And this won't be a sacred matcha brand. This will be a brand about consciousness. And you'll have several products that may not look anything like each other, but they feed off each other and fuel one another. And so you're going to have a lot of people that are going to be excited to bring people
Speaker 2along. Absolutely. That makes a lot of sense. I would say, you know, you just, you got it right there. And I can also feel within myself as, as we're speaking about this, there is this kind of, it seems like it's definitely just as mental limitation inside where there is this thought and this belief. I want to get myself to a certain quote, unquote, state of consciousness and certain being before I really go out there and share. Sure. And so, you know, I, I, I think a good balance between the two would be, you know, again, what you talk about is just documented journey.
Speaker 1Exactly. And, and tell me a bit about the 12 episodes of the podcast that you already have recorded.
Speaker 2Absolutely. I mean, in some ways they, they, I mean, of course they're all around the same thing, which is really just to just become much more aware and understanding it is geared towards people who in general, I would say even entrepreneurs or people who, who are in their self growth stages. Right. Yeah. Because they're, they're definitely does seem like a trend. Especially with people who continue to grow. This is kind of what happened to myself where we continue to grow. And we think that even if we knew like, oh, money doesn't bring you happiness, you go and still chase it. anyways yep right and for me you know um what was it like let's just say about 10 years ago i was living in thailand and i want to make some good money but at the same time the the cost of living there is super cheap so i really didn't need to make a shit ton of money before i realized hey um i got plenty of money to live out here to live really well but at the same time why am i so miserable uh-huh and so that's when i went on my journey to to really discover what's going on and really to become just a lot more uh uh content within and i find that a lot of people on a
Speaker 1self-growth journey go through the same thing yes yes they do and this is where i'm going with this when you record with mike and you have these 12 episodes my guess is that you're talking about that journey to a lot of those people are these absolutely are these interviews are these the two of you talking what is the structure of the show yeah good question
Speaker 2so the first 12 and it's one of those things where it was more like um what's that book called like fire aim so we're just like all right let's just make a podcast and then uh we'll just we'll just figure it out on the way and so the first 12 i'll be honest um a few episodes are really good some of them are shit um we're just finding our groove right now and um at the moment it's just us two talking we are bringing in our first interview guests tomorrow so we're going to start integrating some of those in um and we also thought that um um quote unquote coaching people um through a specific thing on the podcast can be really powerful perfect
Speaker 1oh steven you're doing all the right things and you don't even know it makes me so happy like this is exactly what i would suggest that you do if you want to grow this brand like this is this you found the perfect influencer you're following the perfect strategy your content is perfect i wonder where i got my strategy from thank you very much so so the you are documenting the process you are creating content as you become the leader that you want to be for this movement or for this transformation for your person and it's important for you to know that you have reached a certain level of awareness or consciousness because you're not at the same level that you were 10 years ago and most of the world is where you were 10 years ago so you don't need to be deepak chopra or gudu singh or any of the people that you might admire in order to start bringing people along this journey i mean you felt confident enough in this journey to start recording 12 episodes with someone in this space who helps others with this so you speaking from a place of authority is not as impactful as you speaking as someone who is on the journey alongside others and sharing what you're discovering along the way one is saying i have all the answers and i'm at the top of the mountain you should start climbing the other is saying i'm going to the top of the mountain who wants to come with me that's a very powerful perspective to take rather than saying i'm the one with all of the answers so i think you're in the perfect position to document this process and to share the tools and the strategies and the thought structures that have taken you here and that you're practicing right now does that make sense
Speaker 2yeah yeah it makes a lot of sense
Speaker 1it's common for entrepreneurs to feel like imposters because we're not experts at whatever field we're in and we are following and subscribing to the channels of the people who actually are experts and spend their life talking about something it's important to remember that the only thing that you need to do is serve a person on their journey you don't have to be an expert because the brand's not about you it's about the customer and when we think that we need to be an expert that's more a desire for status that is saying i don't have the status for somebody to take me seriously it's nonsense you don't need status to serve someone you actually need to be humble enough to pay attention to what someone wants and simply serve them on their journey that's the role of your brand so i think you have all the hardest foundational work done where do you want to take this conversation from here i got i got one question here
Speaker 2right now and it's it's one of those that i'm sure you get all the time um so i'm just going to put out there just because i think it'll actually be a little funny uh shop before shopify or amazon yep um so right now i am on shopify and the main reason why is is mainly because especially when i'm on shopify i'm on shopify and i'm on shopify and i'm on amazon especially with the cross promotions and and influencers at least in my mind right now it's much easier to set up the affiliate programs uh with shopify i don't know if it's possible with amazon now of course with amazon there is um just all the other potential customers out there yeah um i at least right now it doesn't feel like i have the bandwidth to do both okay um maybe that's just a limitation um but i know for sure again with shopify there is just a lot more back-end stuff to uh take
Speaker 1care of as well there there is and and the the short answer to your question is whatever gives you permission to go aggressive in the marketing direction that you've chosen which is creating partnerships go for it there there are there are abilities to partner with affiliates on amazon you can create systems for rewarding that traffic something that comes to mind though steven is how motivated is someone going to be to promote your brand as an affiliate when you're selling just a matcha to start when you know what i mean like is someone really going to be motivated for the 10 bucks that they get when they send somebody your way versus other partnerships or opportunities that you might be able to do that you might be able to do that you might be able to do that you might bring to the table a lot of times people who are creating partnerships with affiliates or potential promoters overvalue the dollar compensation versus other ways that you can create excitement around promoting a product
Speaker 2absolutely um i think that actually is more of the question that i want to ask is um i'm pretty new at you know doing all this reach out so i don't feel like i am maximizing the potential of it because for example i'm i'm sending i sent out a bottle to um someone who uh again has has a pretty dang good following she has about 600,000 followers um and um you know she's close friends with a friend and um i feel like i'm just not connecting to these people as much as i can and and in some ways you know i'm in the process of kind of really figuring out what's the best way to really build that relationship so they understand what i'm doing yes one of the ways that i'm doing that is um and this is i'm creating almost like a vivid vision video where i really talk about the big why of why i'm creating this and what's going on with the world and then after i send out the the sample i also send out um the the the sample i also send out um the video that's like two three minutes
Speaker 1old so these strategies wonderful i want to put this into more of a process that i think will allow you to move forward and get some momentum right now and that's well first of all like the philosophical answer to your question is the way that you will create strong relationships for these influencers is for you to be excited about spreading the message of raising human human consciousness like the the like you being excited about selling matcha is a is a tall order because it's just it it's not what gets you up in the morning talking about raising consciousness fires you up like you you pointed to your chest when you talk about it you get warm and fuzzy when you talk about it and think about it the more that you stay in that vibe the more you're going to create relationships so i would invite you to allow yourself to connect with people from that place not from the place of selling matcha so one of the ways that you might build this relationship is getting them on the podcast and talking about their transformation and if they're local to you because i know there's a close community of entrepreneurs in bali you invite them to participate in the show offer to record it and send them clips and you're all drinking matcha while you have the conversation you don't make it a big pitch for matcha you don't say you don't ask them to say how delicious it is if they say it awesome that becomes great content but you have the organic conversations while they're there over matcha and and and you will get five sales from that you will get three sales from that i can hear in the way you're describing things like you are swinging for the fences which is amazing but you are not going to connect on home runs every single time so we need to get some people on base first we need to get you know get some walks get some base hits get some bunt singles and those bunt singles look a lot like getting six sales and following up with those people and getting them to leave reviews or take pictures of them holding the product and running ads based on that user generated content it's these very small things that will build the momentum and when you've got the bases loaded and you really hit a home run with one of those influencers now we're not now we're cooking but we can't expect you to hit home runs when you don't have any momentum yet so that that momentum looks a lot more like building an email list like here's the tactical piece building an email list or a facebook group that is about consciousness where you're delivering daily meditations or weekly meditations or you are sharing the clips and q and a's that you do privately for this group that end up on the podcast and you cultivating that relationship with 300 to a thousand raving fans that isn't about it's not about matcha at all you're picking up what i'm laying down and those 300 to 1 000 people end up buying matcha as a way to participate in the community to show their support and then a hundred of them leave reviews which increases your conversion rate and some of them send you three of them send in video testimonials which become your first ads so that's the work you're doing all the right things from a macro perspective what you're missing is the in between bunt singles and sacrifice flies that move people on the base path that create runs on the board that put points on the board that's the piece you're missing but your overall great like macro strategy is perfect it will mean nothing if you don't do the micro stuff in between okay beautiful when people feel behind they tend to take bigger risks they tend to try to swing for the fences in order to make up for the previous failures this gets into a very dangerous trap that is similar to how gamblers operate they get a little bit down so they take a bigger risk in order to make up for their losses and that never ends well entrepreneurship is almost exactly the same the way that you get progress is not by swinging for the fences it's by getting people on base it's singles and doubles and simple next steps forward it's singles and doubles and simple next steps forward before you know it you have four products doing 25 sales a day at a 30 price point if you're trying to cut that process down to one big thing that happens you're going to take risks that don't pan out it is much faster to do the little things that get progress going and before you know it you have consistent sales on a product that you're proud of that is serving people and on its way to a million dollar business
Speaker 2i mean it sounds like i i can integrate that you know pretty easily um you know with the podcast and everything else so now it's just a matter of i think overall it's just a matter of time and and just you know doing it step by step just continuing to move that
Speaker 1that's right and you will be surprised at how quickly that becomes 25 sales a day so there we go i would i would ask your partner mike if it's okay if you build a facebook community or a discord community or a slack channel and or a private email list for this podcast and that your call to action on this podcast is not to buy matcha but to join the community where you're talking about this stuff stuff more in depth and that once a month you do a private q a for that facebook community which by the way can make its way onto the podcast as content which which encourages more people to join the group you see so that's where this momentum is building and you don't do a podcast all about how great matcha is but you might do a podcast about your journey to build a conscious company and how you're wrestling with this idea of i want to i got to sell stuff but i want to do it in a way that matches my values and hey mike tell me that story again about how you walked away from a company because it didn't match your values once you started to become more aware yeah and now it's a really interesting conversation about two entrepreneurs on a journey to both be profitable and be ethical and do good by your customers and now i want to buy whatever you're selling like you could be selling dog leashes i'm just i'm in this story now man like this is where the momentum starts to build you've got this community we call it the hopper and the one percent you're building the hopper you're building the email list of all people who match your values and are on this transformation and once in a while they buy matcha and you sprinkle in things like when you have a guest on the show you make them a really nice cup of matcha tea and they're drinking it half of them are like this is freaking delicious how'd you make this you're like well i added some ghee and i added some mct oil and i put in a little bit of cinnamon or like however you you know dress it up and and like now we have a subtle plug for the for the product i can i can see in your face
Speaker 2you're getting it yeah yeah yeah i'm just excited you know um i definitely feel that you know it's it's on the way and and you know just plugging in with kind of just what you're talking about just the base hits and the buttons putting that all together with with just the overall arching strategy that's how this brand is really going to take off and you know not again kind of just like we said not just selling products but a community of people who um just want to with the purpose that we have that's right and
Speaker 1here's what will happen you'll you'll send that care package to the influencer with six hundred thousand followers and she'll try it and you won't talk for a month and then you'll run into her her at an event or you know you'll you have her on the podcast and you'll be a little bit closer to this person and then you won't hear for her from her for three months and then a year from now you'll she'll see an instagram reel about you raising awareness or raising consciousness or you'll share a reel of somebody else on the podcast saying how delicious the matcha is and she'll say i remember how good that was or i mean i really like what they're doing i can see the momentum they're building i wonder if i should be part of this and now when you show up to that next conversation you say hey look i've actually got five points of equity carved out for an influencer that i'd love to work with it's really important to me that whoever i partner with really believes in the mission that i'm trying to spread and i think you are but i just want to make sure that that's the case because you know we're pacing fifty thousand dollars a month um i'm we're growing really fast i've got this raving community of 1200 people who buy consistently but also just believe in what we believe so i want to make sure there's a values alignment here and now she's pitching you on why her following would be perfect to support this brand and it changes the conversation and the negotiation power that you have so you've got to play those relationships like they're going to come around in 12 months yeah and rather than say like you need them to launch because you don't you've got enough connections and enough of an enough support to be able to launch this and start to build towards 50k a
Speaker 2month
Speaker 1now
Speaker 2beautiful um good i mean it definitely sounds like i'm i'm on the right track and now it's just you know this smaller step-by-step everyday things that just needs to get done but other than that um things are
Speaker 1flowing the right way now let me ask you this steven what are the follow-up products after or matcha? Good question. Your transformation of consciousness. So what do they buy after they buy
Speaker 2matcha? Absolutely. And that's one of those questions where I'm just like, okay, there's another 50, 100 products I know that I can sell, but honestly, what is the next one?
Speaker 1So I'm not sure myself. Three or four, that's fine. Just like, give me what's on the board of things that you might launch.
Speaker 2Yeah. I'll be honest. I have not thought about products two, three, four that much. Then let's
Speaker 1talk about it now. Okay. So do you have a few minutes to go through that?
Speaker 2Yeah, I do. One, I would say that I do have a thought process around it and maybe this is not right, but I wanted to, basically just start sharing this more, get it out there. And then part of the process was to really ask my customers kind of in general, where are they drinking? Where are you eating? What's going on, et cetera. And then from there, I would kind of know more. I do know that you have the other strategy, which is what you're doing with your brand, which is bringing a whole new product to the market in some ways. Yeah. So yeah, I mean, let's talk about it.
Speaker 1All that's great. If you can be one inch closer to clarity, it will really help you with the micro steps. So, and like, if you have in your mind, an idea of what some of the products even might be, it will, it will help your brain see this as a brand rather than a product, right? So it might be a mushroom, hot chocolate. It could be, it could be sacred cacao. It could be any number of things, but tell me like what's on your mind, just spit ball, some things that got it.
Speaker 2So, so the next one, actually, I did think about this recently and, and what I found a bit of trouble with the matcha is especially for those who have not made it themselves, they don't know how to make it. So that's a big kind of friction for people to even try it. Okay. Right. So with that, about, okay. People love chocolate and it's, you know, with a chocolate bar, you can just open it and you can just take a bite of it. Super simple. And so I was thinking potentially one of my next products would be a chocolate because the barrier to actually try it and, and, and use it is much, much less. Okay. What else keeps spit balling ideas at me? Okay. We got that. We have, of course, a cow in Bali. We have plenty of that. I can create some type of cacao product. Great. We have all the different supplements, whether it's collagen or magnesium to help you sleep or some type of quote unquote elixirs that you can use. So we go into the supplement space, but as well as let's say some type of fitness equipment, right? So for example, I don't know if I would use resistance bands, but, you know, something like that where I have used myself quite a lot and needed to really open up the body, which is one of the big messages that we put out there. So all types of fitness equipment and honestly, one other thing that comes to mind right now, I'm not sure if this, this comes in, but I'll just, I'll just say it because it's top of mind is I believe this company is going to be a, both a mixture of physical products and services.
Speaker 1Like digital products.
Speaker 2Yes. Correct. Digital. Does that mean like
Speaker 1recorded meditations and that stuff? Yeah.
Speaker 2Recorded meditations, uh, coaching, et cetera. So, um, but that I would
Speaker 1urge you to give away the meditations for free because it, because I want you to imagine this, Steve. Even just, just go here. You have a Facebook community that came from the podcast and other influencers talking about you. And you've got 2000 people in there. You do Q and A's and private Zooms and that kind of stuff. Then you release a meditation and then once a week or every day for seven days, you all get on Facebook live and you meditate together. And you go through the recorded meditation and you're doing it together. Why? You're, you're, you have 2000 people who are all focused on raising consciousness together and raising awareness for the planet. Can you, can you feel that? Like, does that light you up?
Speaker 2Yeah. Yeah. I mean, that makes a lot of sense.
Speaker 1Can you imagine the community that you would build by giving that away for free? Yeah. It'd be, it'd be nuts. Now, some of them who are bonded are some of them going to go buy matcha. Yeah, absolutely. Are they going to go have matcha after their meditation? Yeah. Yeah. Now there's, there's something you glossed over really quickly that is more important than you realize. And it's that you said, ah, here in Bali, we got lots of chocolate for this community. Bali chocolate means something for this community knowing that, oh yeah, like I went to the farm and met the farmer. His name is Jimmy. Look how excited, look how excited Jimmy gets when he talks about this cocoa bean. This is what's in our hot chocolate. This is what's in our hot chocolate bar, totally different than saying like, oh, I'm going to sell chocolate. Cause it's easy to try and easy to consume.
Speaker 2Well, I would say I can take, I can have both of it in about, yeah, totally understand. And, and that's, that's also, yeah, that's, that's amazing. Like, like what I can definitely do with that is go out there and, and quote, unquote, document the journey of, of starting that up, meeting the farmer, having interviews with them, you know, showing B reels of the rice fields and yeah.
Speaker 1Yes, absolutely. Like that's a bang on product, like, or at least like that's a bang on piece of the brand. And what that does is, is it, it starts to cultivate a brand. We have the matcha, we have the chocolate, we probably have two or three different chocolate products. You might have a mushroom product you might. Right. And so now the reason this is important is because when you can see that in your mind, you stop thinking about selling matcha. And you start thinking about building this brand and you can see the direction of it. And all of a sudden the life that you feel for this gets infused into the content and the podcast that you're doing. And it's much more about how do I sell more matcha.
Speaker 2Makes sense. It's fine. I'm sorry. I was about to swear. Let's make this happen.
Speaker 1Yes. And, and I, you're in control of your emotions. So I, I, I'm not, I'm glad you said that. Cause I couldn't quite read your face, but are you like, tell me what you're thinking and feeling right now?
Speaker 2No, I'm I'm, I feel really good about it. You know, this is, this is, uh, inspired me even more to, to continue going through this process and, and building this out. And, um, you know, I, I feel like I, I am making one of those, those shifts where, where I had for a very long time looking for those kind of just short wins, like, like make things happen now. But then of course, with something like this, it, there is kind of that broader spectrum, things and be able to sit in that place and operate from there. That's where in some ways, things are really going to start moving. That's right. And, and the irony process much more. That's the short.
Speaker 1Like that's, that's actually the shortcut. Yeah. The, the, the short, the shortcut is building a community of people who follow the podcast, who are your target audience that are really bonded to one another. And to the brand, like that's the, that's the shortcut. And then you find out that one of those 1200 people in the, in the Facebook community has an audience of, you know, 5,000 people on an email list. And then it's an, that's a much easier. Yes. Then giving them 10 bucks a sale.
Speaker 2Absolutely. Yeah. Well, um, real quick, Eric, this is going into strategy just because you did. it came um i actually just started thinking because kind of like your point 10 bucks a sale doesn't really hit anybody so i was like man you know it's not much unless i can really convince them on the story of what this brand about and and and get them to to do that monetarily it's just not very nice for them. Right. So, um, the product itself is $77. Um, uh, you know, if they give it to a discount code for the customer is 25%. And then what I was, what I increased their affiliate, um, sales fee is 50% for now. Okay. Um, so that means that it would be, let's say around 28, 30 bucks, uh, which, um, again, it's kind of one of those things where, okay, there's a bit more incentive there, but I would say, again, it is really going to be, uh, getting to them to buy in on the mission. I feel like that's going to be the most important for people that take action.
Speaker 1It's not even close, Stephen. It's not even, it's not even close. I mean, the, the brands that you and I talk about most, are not the ones that pay us. They're the ones we genuinely love and feel connected to. Mm. The, the, the getting buy-in on a mission trounces how much you can pay someone. And let's just be real, Stephen, the people that you will attract because they're incentivized to promote you financially are not the conscious leaders. They're the ones that actually represent the audience that you want to be in front of. It's true. It's true. Absolutely. The people who are, the people who actually believe in the values that you represent are more likely to say, I don't want an affiliate commission that would cloud my connection to the brand. I just want to share it. It's not going to be the case all the time, but like that is actually more likely. And the, the people who have a hundred thousand plus YouTube followings that really believe in this are more likely to bring you on as a guest. If there is not a financial exchange gumming up the conversation, yeah. Like, can you imagine how awkward this conversation would be if I was focused on selling you the capitalism incubator rather than helping you with your brand, this comes to you, you'd feel pressured. You'd be like, I would talk about it with my partner. You'd you, it would just, it would, it would gum up. It would gum up the conversation. Yeah. But since I'm just here to help you, I mean, you're already on the team, so you're not going to buy the incubator, but you have access to it. But, but like, if this, if, if we had no relationship, you'd be more likely to either join one of our programs or at least dive really deep into the content and join in six months. And it's the same thing with the type of leaders that you want to connect with. When you introduce money too early in the relationship, it, it will just gum up the relationship because now it's a transactional relationship rather than a values alignment.
Speaker 2Absolutely. That's key. That's, that's a foundational part. Of course, money and not will come later, later. And it's part of the game, but it is not the main
Speaker 1thing. It's not the thing to lead with. Absolutely. The thing to lead with is the values, the vision, the depth of the relationship, the treatment of your customers, the story of Jimmy, the cocoa farmer, the difference you want to make in the world, the meditations you guys do on a weekly basis, that free guided meditation that you released to the group, that time you really dove deep with Susie on a Q and a inside of the Facebook group, the time you and Mike really opened up on a podcast and this influencer heard it and it made her cry. Those are the things that will actually bring in the relationships where people feel like they feel compelled to talk about what you are doing and they're
Speaker 2throwing fuel on the fire. Beautiful. I'm excited. I'm excited. Good.
Speaker 1Good. So what I want you to do from here is I want you to post, in the 1% every seven to 14 days, like make it part of like your Friday things to do posting what you, like you were on, you were on the show, get people to follow your journey inside the 1% because it will hold you accountable. And once a week or twice a month, post an update about what you're doing from this conversation, what the results were. And just, and if you want, you can also use that. If you want, you can also use that to get people to follow your journey inside the social media content for you, documenting your own brand, do that in combination with everything else we've talked about on this call, 50 K a month is right there. It's just gotta be about that juice that you bring, not about what do I need to do to get to the 50 K a month? Absolutely. Ryan, thank you so much. You're welcome. Anytime, my man, I'm excited for you. Thank you. All right, man. Talk to you soon. This stuff is so much fun. When we find that unlock. The interesting thing about all of this is when you can find that zone that you truly care about that is in service to a group of people, the million dollars is so easy. One of the ironies of this is that when people come into the brand building process or entrepreneurship in order to make money, they start to punt the things that actually make money. Ryan: When they're trying to extract as much as possible and think about how do I sell more stuff so that I can have freedom? They don't do the things that add value to other people's lives and thus create happy customers. So the secret is finding that zone. Where do you care so much that you would do it for free? Because the irony is once you start doing it, you start attracting the people to you that want to give you money because money's an energy exchange. Money is simple. Money is people creating a value. So you need to be in the energy of creation and service, which is just easier to do when you actually care about what it is that you're doing. When you're approaching business with the perspective of I need to extract mine to get it, then in every interaction you show up with, you're trying to take from someone rather than give them value. No one wants to work with you when you're trying to take from them. Ryan: The beautiful irony of entrepreneurship is it is the undoing of selfishness so that you can have everything that you want. And the more selfish you are when you approach business, the faster that everything you want will run away from you. It's a beautiful part of evolution. I'm Ryan Daniel Moran. I run capitalism.com, which is ironic because people think that capitalism is about selfishness and they think it's about taking from other people. And it is exactly the opposite. Whenever you're ready to start your road to 1 million, click the subscribe button, and I will willingly mentor you on your path to a million dollars because I freaking love this stuff. Thanks for watching. I'll see you next time.
Speaker 3And now a quick word from Beatrice, one of our community members in the capitalism incubator. It's very lonely being an entrepreneur. I sit in my office every day and it's just me. And then I look forward to our meetings because it's actually pretty entertaining. I laugh a lot. Everybody makes funny comments. And then I always leave there with like an aha moment or something that it was so not obvious. They make it, they're like, yeah, how come you didn't see this? It's so obvious. I'm like, oh my God, I can't believe it. So I think the more we talk about things and the more we hear other people going through things, it helps you sort of apply that to your business or you're able to help other people too. So it's like, I like that. Yeah. Don't wait until tomorrow because the longer you wait, the more competition there's going to be. You're never going to get it off the ground. And there's no reason why you can't. You could either, if you don't have a product to sell, create something. So I think a hundred percent, because what that means, it means freedom for me, you being an entrepreneur and having your own business means freedom to do wherever you're at from wherever you're at. And it's funny because with this, I told my husband, I'm like, I want to make money while I'm sleeping. Like that is my goal. And then with the Shopify app, I don't know, every time Excel comes in, you hear the little cha-ching, cha-ching, so I had it. He tells me that it was in the middle of the night. I had my phone, like as soon as I opened, I officially opened on June 12th, 2019. And then I had the phone next to my bed and I'm sleeping. And then all of a sudden we hear the noise, cha-ching. And then he goes on, he's like, she did it. She's making money while she's sleeping. And then he wakes me up. He's like, you just made money while you're sleeping. I'm like, yes. But too many more.
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 a thousand 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 waiting list and find out what we do over at capitalism.com slash inc. That's capitalism.com slash inc.
PodcastTranscript AI