How Davie Fogarty Made a $3.22M Skool Community (Genius)

Summary

This video script delves into the success of Dave F, creator of a $500 million hoodie business, who has now launched a new venture generating over $3.2 million annually through a paid community model. With over 150 members paying $1,790 monthly, the script explores the ingenious funnel and strategies used to attract and retain high-revenue e-commerce brands. It highlights the use of social proof, scarcity, and risk reversal to entice potential members, showcasing the value of expert coaching and community support in scaling businesses.

Takeaways

• 📈 The business model revolves around a paid community, where members pay $1,790 per month for access to a community of experts and resources, generating over $3.2 million in annual recurring revenue.
• 🔑 Dave F, known for creating a successful hoodie brand with over $500 million in sales, has launched a new business that has quickly grown to over a quarter million dollars a month in sales.
• 🚀 The funnel for selling the community membership is simple yet effective, utilizing various traffic sources such as YouTube, Facebook ads, LinkedIn, and Twitter.
• 🎯 The target audience is specifically high-revenue e-commerce founders, with ads and messaging tailored to resonate with and disqualify those not in the target demographic.
• 💬 The ad copy emphasizes the founder's personal journey and success, aiming to build credibility and trust with potential members.
• 📚 The offer includes one-on-one calls with Dave F and other high-revenue coaches, access to a Slack channel, a video content library, and weekly Q&A sessions, all designed to provide actionable guidance for scaling e-commerce brands.
• 🔒 The membership comes with a 30-day money-back guarantee, reducing the perceived risk for potential members and making the offer more enticing.
• 🏆 The community positions itself as the go-to solution for e-commerce growth, differentiating itself from agencies, courses, and high-priced talent by offering direct access to successful e-commerce experts.
• 📊 The landing page is designed to be visually appealing and informative, using social proof and clear calls to action to guide potential members through the application process.
• 🤝 The community promises access to a network of experts in various fields such as SEO, Amazon retail, Facebook ads, and more, providing a comprehensive resource for e-commerce growth.
• 📈 The community's results are highlighted by showcasing the success of its members, with testimonials and case studies that demonstrate the effectiveness of the strategies taught.

Q & A

What is the main focus of the video script?

The video script focuses on the business model of paid communities, specifically highlighting the success of Dave F's 'Daily Mentor' community for e-commerce brands.

How much revenue did Dave F's new business generate in its initial phase?

Dave F's new business quickly grew to over a quarter million dollars a month in sales.

What is the annual recurring revenue from Dave F's 'School Community'?

The annual recurring revenue from the 'School Community' is over $3.2 million, with over 150 members paying $1,790 a month.

What are the key traffic sources mentioned in the script for Dave F's business?

The key traffic sources mentioned are YouTube, Facebook ads, LinkedIn, and Twitter, with occasional organic posts.

What is the unique selling proposition of Dave F's 'Daily Mentor'?

The unique selling proposition is access to one-on-one coaching with Dave F and other nine-figure e-commerce experts, as well as exclusive access to a community of successful brands.

How does the script describe the ad strategy used by Dave F?

The ad strategy includes direct calls to action, addressing the audience as 'million dollar e-commerce founders,' and emphasizing the value of learning from successful mentors to avoid common mistakes.

What is the significance of the 'Daily Mentor' landing page built on Framer?

The landing page built on Framer is visually appealing and functional, allowing for easy customization and optimization of the user interface without the need for extensive coding.

What is the process of joining the 'Daily Mentor' community as described in the script?

The process involves clicking the link, going through an application to see if you qualify, and if approved, scheduling a Discovery call to ensure qualification.

What are the potential benefits for members of the 'Daily Mentor' community?

Members can expect personalized guidance from expert coaches, access to a library of video content, weekly live Q&As, and networking opportunities within an elite community of brands.

How does the script suggest that Dave F's community is different from other e-commerce growth solutions?

The script suggests that Dave F's community offers real actionable guidance from successful e-commerce experts, as opposed to surface-level courses or overpriced agency services.

What is the significance of the 'risk reversal' strategy mentioned in the script?

The 'risk reversal' strategy involves offering a 30-day money-back guarantee, making it a no-brainer for potential members to try the service without the fear of financial loss.

Outlines

00:00

🚀 Explosive Growth of Dave's New Business Model

Dave, known for selling over $500 million worth of hoodies, has launched a new business that has quickly scaled to over a quarter million dollars in monthly sales. This business is based on a paid community model, where members pay $1,790 per month to join Dave's 'School' community, resulting in over $3.2 million in annual recurring revenue. The video discusses Dave's sales funnel, which is simple yet effective, utilizing various traffic sources such as YouTube, Facebook ads, LinkedIn, and Twitter. The funnel includes organic posts and a strong ad copy that resonates with the target audience of million-dollar e-commerce founders. The ad promises to save these founders from inevitable mistakes and years of trial and error, offering one-on-one calls with Dave and other high-profile coaches, access to a Slack channel, a video content library, weekly live Q&As, and exclusive community access. The ad also creates urgency and scarcity by implying that competitors may join first, and if so, one might not be accepted.

05:00

🛠️ The Art of Selling High-Value E-Commerce Coaching

The script delves into the landing page for Dave's coaching service, built on the Framer tool, which allows for easy replication of web designs. The page is designed to be cohesive and consistent, with a clear disqualification of those not meeting the revenue criteria. It features a direct offer to e-commerce owners, emphasizing the value of learning from mentors who have built $100 million brands. The page promises fast-tracked growth with a 30-day money-back guarantee, leveraging the power of social proof with testimonials from 150-plus founders. It outlines the benefits of joining the community, including access to expert coaches, a content library, and live calls, positioning itself as the superior option over agencies, courses, and expensive talent. The page also highlights the community's ability to help members scale their brands profitably, with a focus on actionable guidance from successful e-commerce experts.

10:01

📈 Dave's Strategy for Scaling His School Community

The final paragraph discusses the costs associated with working individually with the mentors, which are significantly higher than the community membership fee of $17.90 per month. It emphasizes the lack of a locking contract and a 30-day risk-free trial, aiming to remove any barriers to entry. The page also includes a member feedback section and a detailed list of the coaches available in the program, covering various areas of expertise. Potential members are directed to a 'see if you qualify' page, which filters out those not meeting the revenue requirements and schedules a discovery call for the approved ones. The script also mentions the use of analytics tools like Microsoft Clarity to understand user behavior and improve the user experience. The School community, despite its exclusivity, is shown to be highly successful, generating substantial monthly revenue and offering a scalable business model.

Keywords

💡Paid Communities

Paid communities refer to membership-based groups where members pay a fee to gain access to exclusive content, resources, and interactions. In the video's context, Dave F's school community is an example of a paid community, where members pay $1,790 a month to be part of an exclusive group with access to mentorship and resources, which is a central theme of the video.

💡Annual Recurring Revenue (ARR)

Annual Recurring Revenue is a financial metric that represents the amount of recurring income a business can expect from its subscription-based services over a year. The script mentions that Dave's school community generates over $3.2 million in ARR, highlighting the financial success of the paid community model.

💡Funnel

A sales funnel is a multi-step process that guides potential customers from initial interest to a final purchase decision. The video discusses the 'funnel' that Dave uses to sell access to his school community, emphasizing the simplicity and effectiveness of his sales strategy.

💡Traffic Sources

Traffic sources are the channels through which potential customers are directed to a website or service. The script lists various traffic sources such as YouTube, Facebook ads, LinkedIn, and Twitter that Dave uses to drive traffic to his sales funnel.

💡Mentorship

Mentorship is a relationship in which a more experienced or knowledgeable individual guides another person. In the video, mentorship is a key offering of Dave's school community, where members receive one-on-one calls with Dave and other nine-figure coaches.

💡E-commerce

E-commerce refers to the buying and selling of goods or services using the internet, as well as the transfer of money and data to execute these transactions. The video's theme revolves around scaling e-commerce businesses, and the script discusses strategies and challenges specific to this industry.

💡Scaling

Scaling in a business context means increasing the size, capacity, or scope of a company's operations. The video discusses the challenges of scaling e-commerce businesses and how Dave's school community offers solutions to overcome these challenges.

💡Social Proof

Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of correct behavior. The script mentions the use of social proof, such as testimonials and member numbers, to validate the value of the school community.

💡Risk Reversal

Risk reversal is a marketing strategy where the seller assumes the risk of a transaction to encourage the buyer to proceed. The video describes Dave's offer of a 30-day money-back guarantee as a form of risk reversal, making the offer more attractive to potential members.

💡Scarcity

Scarcity marketing is a strategy that emphasizes limited availability to create a sense of urgency. The script mentions the scarcity of spots in Dave's school community, suggesting that not everyone will be accepted, which can drive potential members to act quickly.

💡Urgency

Urgency in marketing is the feeling of needing to act immediately to avoid missing out. The video creates a sense of urgency by suggesting that if a competitor joins the community first, one might not be accepted, encouraging prompt action from potential members.

Highlights

Dave F, known for creating the hoodie with over $500 million in sales, launched a new business that quickly grew to over a quarter million dollars a month in sales.

The business model revolves around paid communities, with over 150 members paying $1,790 a month for the School community, resulting in over $3.2 million in annual recurring revenue.

The sales funnel is simple yet effective, utilizing traffic sources like YouTube, Facebook ads, LinkedIn, and Twitter.

Dave uses organic posts with enticing titles like '$1,700 mentoring call free full video' to drive traffic to the funnel.

The ad copy is designed to resonate with and disqualify potential customers, showcasing Dave's journey from a seven-figure e-commerce founder to scaling his brand to over $600 million in sales.

The offer includes one-on-one calls with Dave and other nine-figure coaches, access to a 247 Slack channel, a 50-plus video content library, and weekly live Q&As.

The landing page is built on Framer, a tool that allows for easy replication of the design and user experience.

The headline and subheadline of the landing page directly address the audience's desire for growth and offer a fast track to achieving it with expert coaching.

A strong call to action (CTA) with a contrasting color and animation makes it easy to find and click, increasing conversions.

Social proof is provided through images of coaching calls and a sliding bar showing different clients, adding credibility to the offer.

The offer emphasizes the value of learning from mentors who have built $100 million brands, positioning the community as the best option for growth.

The page includes a section on 'What You'll Learn,' listing various tactics and strategies that have generated over $1 billion in e-commerce sales.

A clear call to action invites users to 'Join Now,' with the promise of saving months of wasted effort and millions of wasted dollars.

The cost comparison section uses a price anchor technique, showing the high individual rates of the coaches and then presenting the community membership as a significantly lower cost.

A risk-free 30-day trial with a full refund guarantee is offered, removing barriers to entry and increasing trust in the offer.

The application process includes a series of questions to ensure qualification and a discovery call to further assess suitability for the community.

The School community on the platform has over 450 members, indicating significant growth and success in the model.

Transcripts

over the past kind of 4 days we did 4.2

million we've actually pulled back and

now we're projecting $38 million for the

month you might know Dave f as the

creator of the hoodie with over $500

million in sales but today we're going

to talk about a new business he recently

launched that's quickly grown to over a

quar million dollars a month in sales

and it's with a business model A lot of

people are talking about paid

communities on school he has over 150

members paying him

$1,790 a month to be a part of his

school community that's over $3.2

million in annual recurring Revenue but

how did he get there well the funnel

he's using to sell it is absolutely

genius and there's a few hidden things

he's doing inside of it that has led to

this massive success let's dive into it

so this funnel when you're looking at it

from a 30,000 foot view is actually

fairly simple he has a few traffic

sources like YouTube Facebook ads

LinkedIn I believe he has a Twitter as

well and he occasionally does organic

posts like this one right here titled

$1,700 mentoring call free full video

and then the link there goes to the

funnel which we're going to dive into a

second and get really nitty-gritty into

what he's doing that funnel and why but

first I want to show you the ads he's

running because they're pretty simple

but they're working exceptionally well

so if we go to the ad library on meta we

search his name we'll find that he's

running 22 different ads all going to

the Daily Mentor so let's look at these

the copy here is dear million dooll Ecom

founder so he's calling out the audience

million dooll Ecom founder he's

disqualified people and also resonating

with people he wants to speak to he says

if you're anything like I was seven

figures is just the beginning really

interesting line there because he's

doing two things one again resonating

with him right showing that he is

similar or was similar to where they are

now secondly he's giving himself

credibility because he's saying seven

figures was just the beginning so he's

implying he's been there he's achieved

that and he's scaled you want more

speaking to their core desire but here's

the harsh reality in 2024 starting a

brain has never been easier but scaling

it big never been more difficult stating

a fact that makes you go huh I wonder

where he's going to go with this I did

it the hard way he says over the past 5

years I've scaled my shop by Brands to

over $600 million in sales again giving

himself some credibility some social

proof right while also speaking to the

desire because his current situation is

his audiences million-dollar e-com

Founders their desired situation right

he says through million dooll mes

through nights of desperation and fear

years of wasted potential and after

speaking to dozens of seven figure

founders I realize everyone's facing the

same challenge as I did for the first

time ever me and other hundred million

e-com experts are coaching million

dollar Brands to accelerate your growth

we can save you from inevitable mistakes

and years of trial and error okay big

promise right inevitable mistakes and

years of trial and error so you can get

to the desire faster right if you think

about Hero's value equation one of the

pieces of a valuable offer is time delay

removing time delay and he's doing that

right there then he Stacks the offer

which is interesting not many people do

it on the ads right typically you have

to go to the landing page to see the

offer but because the offer here is

pretty strong they're going to use that

to their advantage so he says oneon-one

calls with me and other nine figure

coaches I'm not sure how that works yeah

I don't know maybe they are doing

oneon-one coaching uh that you can get a

certain amount of them when you're in

the community I'm not sure we'll see

that when we get to the page 247 slack

Channel access so a little bit of a

bonus outside of school 50 plus video

Content Library that's in school weekly

live q&as with coaches that's in school

and exclusive access to our 150 brand

Community I think get over 400 now but

is also on school will help you

profitably scale out accounts Boom Big

promise create products you love big

promise build a high performance team

and establish a brand that will stand

the test of time everything they want

and so much more we cover every aspect

of scaling a brand this isn't about

shortcuts or quick fixes no gurus

overpriced agencies or scammy courses

we'll be getting you real actionable

guidance from8 and N figure subject

matter experts try it out for 30 days if

you aren't completely satisfied we'll

refund you every peny I wanted this to

be a Nob brainer again risk reversal

he's basically falling to a tea her

mosey's offer book he says over 150

brands are already inside if a

competitor joins first you may not be

accepted o that's good urgency scarcity

because it's believable right they

probably only want certain peoples in

each sector and you have to apply so

they're saying you know there's this uh

deadline that you don't know when's

going to happen you got to try and join

now join click the link see if you

qualify I'll see you on the other side

then it says PS daily Mentor is only for

Brands doing at least 1 Mill million

plus an annualized Revenue if you're not

at this scale you won't be accepted so

right there again he's just

disqualifying people and also adding

some aler to people who are in his

audience and there's a very simple video

that just says mention $1 million Ecom

Founders scaling Rand from 1 million to

10 million requires an entirely

different Playbook it's not in a course

it's not on YouTube you can spend year

trying to figure it out or you can learn

oneon-one from $100 million experts and

get there faster click the link okay if

we click the link it takes us to the

landing page now this thing is beautiful

and it's built on a new tool that not a

lot of people are using called framer

and framer is really cool cuz you could

actually grab this page copy and paste

it in framer or any website for that

matter and get pretty darn close besides

break points and stuff like that okay

let's look at this page so we got logo

up top meet the coaches M feedback it

says for $1 million per year e-commerce

brand so very consistent cohesive

disqualification the headline is

coaching from real Ecom experts who

built $100 million Brands so not very

hypy and if you think about these seven

figure e-commerce owners they're so

problem aware like they know what their

problem is they know that there's a

solution out there so they present the

solution to them in a very direct way uh

there's a book called great leads by I

believe it's Michael Ford he talks about

this the direct offer where your

prospects are already aware of the

problem they're already aware of the

solution you lead with the offer then

the sub headline is fast track your

growth again time delay with oneone

access to expert coaches if you're not

blown away in your first 30 days will

fun you every penny boom big bold

promise really cool CTA it stands out

right this this yellow here compared to

the blue it's complimentary colors I

believe uh looks really really good and

a cool animation there uh when you click

it but the biggest thing is just making

that easy to find easy to click social

proof join 150 plus Founders then on the

left here is just some images that kind

of show pretty quickly like slack some

you know coaching calls gives you a

quick representation of what the product

this this cool sliding bar down here at

the end abolutely similar on my website

just showing different clients again

adds that social proof kind of pulls you

a little bit because there's some

movement on the page cool design feature

then the next headline is the fastest

way to grow is learning 101 from mentors

who have done it before you agencies

don't deliver courses are surface level

and Elite Talent is too expensive daily

Mentor closes the knowledge gap between

nine figureure Ecom Titans and Brands

just like yours he's throwing rocks at

these competitors right agencies courses

and Elite Talent and and he's saying

we're the best option right you want

this resol this is the best way to get

there then they show all of these

different experts like SEO Amazon retail

Facebook ads founder all of these

different experts that are in this

community it's actually pretty cool what

they've done here that you can hop on

coaching calls with all these different

people uh for just the price of one uh

Community even though it is really

expensive then this next section says

smash through growth platea get big bold

promise what they want scale with

confidence Spike ad performance and

build your dream team with really good

copy beneath it another clear call to

action join now what you'll learn

actually one thing I think they could do

better here is app apply now because

this is actually an application so I

think two things would happen

potentially they they might have already

tested this but if they put apply now it

might drive up the Curiosity right

because like oh I wonder if I'll get

approved uh or you could put language

like see if you're approved or see if

you qualify secondly it might be a

little bit less friction a little bit

you know it's a little bit less daunting

to just apply versus join where they

think they might have to pay right now

when they're not quite ready to do that

so the next section says you and your

team will learn from $600 million

tactics behind brand strategy PID ads

Finance Ops Logistics products email and

SMS website optimization and culture and

hiring so just again stacking the offer

showing these different things if you

have any of those problems you're

probably going to say oh this sounds

like what I need next headline we can

save you months of wasted effort and

millions of wasted money so again taking

out the effort and sacrifice

taking out the time and delay just

trying to stack the value of this offer

very high talk one1 with thine figure

coaches onto man one1 calls with eight n

figure subject matter expert coaches get

actionable personalized guidance for a

unique situation available to you and

your entire team that it says get

answers on demand through slack pretty

cool just whenever you need it sounds

like both these are kind of just

whatever you need it cool pictures that

show you know very easily what it is you

just can actually book in a call uh with

these different coaches uh find

breakthroughs on daily group Live calls

level up with tools and trainings

Network in an elite 150 brand Community

uh and join now once again and then the

next section says member results proven

strategies that have generated over $1

billion in e-commerce sales

and and of I've never heard that word

and of and have uh propelled hundreds of

Brands to new record months video

testimonials which are going to be

pretty high converting uh some of these

are from Shar tank it looks like cuz

Davey is one of the Australian Shark

Tank members they could probably use

more social proof on this page there's

not a ton of it if you already know

Davey you might not need it but uh yeah

they could probably do more screenshots

written testimonials case studies things

of that sort uh join today and get

access to a ninef figure Playbook step

one book your int call step two oneone

with Davey to set you up for success

that's pretty cool Big Value ad right

there for new members to get a one1 call

with Davey and then step three learn

from coaches and see an immediate Roi

that's super cool uh and then again call

to action join now what would it cost

you to work with our mentors

individually uh $10,000 an hour for

Davey and then all these different

people they stack it all $8,000 per

month is what they stack the offer to

but guess what it's only $17.90 per

month so they stack it a price anchor

and then they're showing you this you

know seemingly low price uh compared to

that high price I don't know why there's

not of comma there that's bothering me

but anyways probably irrelevant and then

they say no locking contract no

cancellation notice 30 days risk-free

they're again just taking all of the

risk off of you you don't have to give

them a notice you don't have to lock in

a contract and you can get a refund

within 30 days again big bold guarantee

and no brainer for any Ecom brand series

about growth sub headline there then

these Pages meet the coaches uh just

give this has a little bit more soci

actually and then uh just kind of cool

page here showing all the different

coaches in the program for all the

different areas and then they do

actually have a member feedback page

that has more social proof still not a

ton but more social proof on that page

so if we click join now it's going to

take us to another page where it says

see if you qualify and join daily Mentor

today so that's interesting I don't

think you can actually join it today but

we'll see so see if you qualify and join

daily Mentor today if you click get

started first off what's your name put

that information in put in your

Revenue uh what's your Brand's

name sorry Davey for messing up your

statistics here um where you're located

and one last step it once my email and

my phone number and I click continue and

then it says seeing if you qualify this

might take a few seconds cool screen

there it gives me a check mark cool

screen I mean it is a it's a automated

you know approval process I don't know

if that's through jot form or typ form

or another software W but it's just

taking that information probably the

only one it's really looking at is how

much revenue I have if I'm not over a

million it says you're declined if

you're under you know if you're over

million it says you're you're approved

so awesome says congrats your brand

qualifies scheduled your Discovery call

now so it doesn't actually give me the

opportunity to join I believe on this

call will'll ensure you'll qualify okay

so there's actually another step here I

feel like if they put that on the page

before it might increase conversions

because again if people think they have

to pay 1,700 bucks right now they might

not be as likely to go through with this

but if they think oh okay this is just

to get my questions answered that might

be better a bunch of questions here

again to see if you qualify so you're

not taking uh you know time away from

their team you know how familiar are you

with Davey if you're not familiar with

him you're probably not going to be

super interested are you going to honor

your request at time and actually show

up that's making sure you know they

don't have a noow which is super

important this helps show rates a lot uh

and then actually says if having any

issues with the scheduler not loading

click here takes you to cly that

probably helps out because I think

probably a small percentage of people

have browser issues or whatever cookies

maybe so they probably experience that

they're probably actually watching user

recordings so we can check here yep it

looks like they have Microsoft Clarity

installed so that's giving them heat

maps and uh videos of people going

through the page so they're probably

seeing Oh for some people it's not

loading let's add a quick link and then

more social proof uh and that is about

it now we'll go and we'll actually look

at the daily Mentor School group so if

we go to school and we search it we can

find here there's not much here it just

says to join go here very similar copy

join group and you can see here 459

members so I'm not sure how many of

those are team members versus actual

Brands um but they're doing hundreds of

thousands of dollars a month uh in sales

through this community I'd be very

curious to hear how he's paying the

coaches is it maybe a percentage of

Revenue maybe it's for every call they

get booked on you know cuz some are

going to be used more than others I'm

not sure maybe it's an hourly thing I

don't know it's probably some percentage

of Revenue I would assume but this

school Community is crushing it even if

it's over 150 members it's doing over a

quar million dollar a month I'd be very

curious to know what the profit margins

are and and all of this but seems like a

pretty scalable business you know

obviously there's the coaching couples

and stuff like that but he's selling it

really really smart I love how he's

selling it higher ticket right and just

more in depth it's basically a

mastermind but he's giving the price

right off the bat right so that

disqualifies people and it seems like

very intimate and a pretty good value uh

for what you're getting with the coaches

inside that community so this has been

how Dave forgy has grown his school

Community through this really cool

funnel and some of the cool things he's

done inside of it if you enjoyed this

video YouTube thinks you'll enjoy this

one as well and I'll see you there