what's up everybody welcome decided for school. My name is critical about on a data. Those episode. Going out. It is a very special day for me today is the official pump date of one hundred side fossils, I'm so excited about this book, a visual compilation of one hundred of the most popular stories from the first year of the pie, beautiful photography, featuring many other people who stories you may have heard. If you listened long ago, when we first started up or whose stories might be completely new to you, but who all represent lots of different ways to make money? without cutting your job now probably say more about that? go so I dont overwhelm you just to say that I'm excited The book as out I'm going on to LOS Angeles last night was the official pre lunch in Phoenix. Today is the official launch, in LOS Angeles, I'm. You can always find out about that stuff. It's out of school dot com, slash tour,

spoke focus on the episode. Does a business owner need aside us all, but if you're already working for off your ardent entrepreneur. Why person Think everyone needs one at least one side. Also, I'm going to tell you about. Has a bunch of them it's not just about making more money, although that's good too. Of course. It's also about diversification, a different creative focus and maybe just maybe fun So today the topic going look out is awaited, blankets, a Canadian use bar owner- wants to start a new business, and he goes in search of this heavy weight. Sleep. Eight they own awaited blanket myself, it's a different brand. I think I've heard of her couple is but overall and a fan like I love this concept. I've waited blankets and, for him This is going really really well, thanks to his supreme dedication to sourcing the right product in the first place, reaching people through a targeted at campaign and then providing fanatical customer service. So he's really hit the trifecta. Well here

like. I said businesses going super super. Well, I will tell you all about it in a story so stay tuned here, the quick shot out to our sponsor parents bebop loved his juice bar business. He had eight of them throughout Toronto. Growing them was a bird. It's ok! and was only really accessible to the people in nearby neighborhoods, which meant that we wanted to keep getting new customers. You gotta keep opening new bricks and mortar storks, but when economy started to pick up steam, errand was captivated he realized he could sell juice and smoothly related products to anyone without needing a physical location. So he built it out by using a word. Press site and learning as he went and it worked. His juice Brandt revitalize slowly grew to half customers. Oliver, Canada still One for experimenting Erin wanted to try something totally different, a friend of her

namely are kept mentioning an idea he had. That idea was waited blankets, the or had seen how helpful a heavy blanket could be for reducing stress, an anxiety and sleeping better and when they both noticed a successful kickstarter campaign and early twenty seventeen per very similar product. They decided, just go for it and began calling up manufacturers in the blanket and textile spaces. He called five. Then ten, then fifty the rejections just kept rolling it. Nobody went to manufacture a really high quality, blanket small quantities. Sales reps kept trying to convey him to go with a lower quality material, but errand didn't want a mediocre blanket. He wanted a seller one one blanket to weigh down them all Late after nearly a hundred and fifty calls, Erin found a partner who is willing to make the blankets before he only or place their first order, they want to see if they could get some pray.

Fails to soften the blow of the initial inventory. Investment she's gonna be pricey at nearly ninety thousand canadian dollars. They set up a shop if I store with their product the hush blanket listed them at about two hundred dollars. These blankets aren't cheap, then launch simple sell ads on Google. They spend all day together, working on logistics, waiting eagerly for that first sale, but it never arrived. The next day arrogantly are kept waiting, but no sales, their ads, we're getting play of impressions. Why workpeople clicking even though it had only been two days. A lack of a single sail was heartbreaking, but then, nine p m that night or errand was gathering stop to go home. They heard it touching Erin Shop. If I made the noise they ve been waiting for their first sale. They high five spend a few minutes streaming of the next few days and parted wakes from their hushed, like it started, receiving multiple sales per day every day, with a positive cos we're click. What do I mean by that phrase? Positive costs per click? What just means that they are making more money.

Their spending on hats and tuna dollars per blanket. The money was trying to pile up, we'll get it right for two four weeks, racking up several thousand dollars and pre sales before placing them with the manufacturer? Finally, in January twenty eighteen, just a few months after they began working on the idea, there first run of immature ready for sale and sales were consistent. A few per day, every day, generating over ten thousand dollars before the end of the month. They landed on a much needed quality product doing well in the market, largely because of their success with Google at, but they wanted to do even better if they could stay hired, a consultant to audit their ads and strategy and what he discovered was the kick in the pants they need it. He looked at the cost of the ads the money coming in and the profit margin and said you guys could have spent ten times this and probably gone ten times the sales arrogantly or shifted their marketing mentality. There would no longer be a marketing budget. The but it would be unlimited as long as their revenue, far outgrew their cost

They could spend whenever they wanted on ads, but, let's be clearer, wasn't just those adds the ads got customers coming in, but it was something else that really drove the sale and credible fanatic call customer service from the beginning. They went above and beyond with their customers and sharing it every sale with more than just a transaction. It was an experience they respond to emails quickly and always play the role of guy I'd rather than pesky salesperson. They hired people to run the live, chat twenty hours per day, so visitors could get real human answers to the questions and some of those people asking questions turn people interested in book orders if their chat service had been run by a but which is what they saw some of their competitors doing so asking can I order more than one blanket would have received a response, like sure, would you like to, but with a

When their to respond, they were able to realise that those people were often representatives of retail stores, wanting to make big, multi doesn't orders, and the bought probably would miss many those opportunities. Just eighteen months since launch hush. Blankets is already clearing multiple six figures each year in profit, much of it has been reinvested in the business and they also launched a new hush ice, blanket a cooler version of the original blanket for warm weather coming soon bedsheets pillar cases, pajamas and perhaps more and while the money is great arrogantly are especially proud of their customer of use. They know that their businesses making a difference, people with it

eighty or sleeping better than they have in years. Erin himself is more of a restless all he's now looking for his next big idea, so once again, but trifecta here, the right product, the right audience and radical customer service. If you get each of those right, you're gonna be position for a major success just like these guys, if you find yourself struggling at some point, you like? Why isn't my product selling your problem is probably going to relate to one of those areas so either you haven't actually created the right product, or you're not able to reach the right audience or you just not doing a good job in converting that audience serving an audience. Well, creating the right kind of trust and empathy that you need for a successful long term vision

So now I want to look at whether hush ice, blankets, which sounds like a great idea, because I have a way to blanket like I said, which is wonderful during the winter time, but in the summer time it's pretty warm. So I love the concept of being able to use this kind of thing you around right. Well, I hope you enjoy this one. As I said, a huge success really represents well the side, hustling mentality. Even for somebody who is a little bit more establish who has been an entrepreneur for a while, you can always go back and have a side also took a thick truly good for all kinds of reasons are, turn on today are at Sasol school dot com, eight hundred and eighty five inside out, plush, blankets and everything else that I mentioned, and by the way I'm one hundred cytosol is out in the world going to check it out of your favorite local bookstore or any online retailers retailer thanks. So much I'll be back again to Morrow is begin my tour across North America. Once you get money. Critical about, and this is side US school.

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