29 Steps To $833,333/mo (SMMA)

Summary

Charlie, founder of an online consulting business, shares his journey from zero to a multi-million dollar company in 29 strategic steps. Starting with identifying a niche market, he emphasizes crafting an irresistible offer with a money-back guarantee. Charlie details the importance of cold emailing, securing initial clients, and continuously improving the product. He discusses leveraging YouTube for organic growth, the impact of a strong sales team, and the decision to move operations to Dubai for financial benefits. His story is a testament to the power of a well-crafted product, strategic marketing, and relentless dedication to client success.

Takeaways

• 🚀 Starting a Business: The first step was picking a niche, focusing on agency owners due to personal experience and understanding of their needs.
• 🛠 Crafting an Offer: Creating a compelling sales argument with a strong guarantee to instill confidence in potential clients.
• 💡 Cold Outreach: Initiating business with cold emails and Loom videos to engage with potential clients and secure appointments.
• 📈 Testing the Market: Selling 'thin air' to test the market's response before building the product, which helped in establishing proof of concept.
• 🔄 Pivoting Strategy: Responding to the impact of COVID-19 by transitioning from a struggling agency to a consulting business serving agency owners.
• 🎯 Focusing on Results: Building a product that delivers results for clients, which is central to the business's success and reputation.
• 🌐 Building a Brand: Prioritizing the establishment of a profitable business model before investing in branding elements like logos and names.
• 🔑 Product Development: Continuously improving the product based on client feedback and market demands to stay relevant and effective.
• 👥 Hiring the Right People: The importance of finding and hiring the right team members, such as sales reps and appointment setters, to scale the business.
• 🌟 Vision and Mission: Setting a clear vision and mission for the company that goes beyond financial goals, focusing on making client acquisition easy.
• 🏙️ Relocating for Growth: Moving the business to Dubai to reduce tax burdens and facilitate further growth and expansion.

Q & A

What was the first step Charlie took in building his online consulting business?

The first step Charlie took was picking a niche. He chose to work with agency owners because of their familiarity with the niche, having been agency owners themselves.

How did Charlie ensure that his offer was compelling to his target market?

Charlie crafted an offer with a complete money-back guarantee. This provided a sense of security to potential clients and demonstrated confidence in the product's ability to deliver results.

What method did Charlie use to reach out to potential clients initially?

Charlie started sending cold Loom videos to business owners in his niche. This strategy helped him to book appointments and start generating revenue almost immediately.

Why did Charlie decide to sign 15 test clients before building the product?

Charlie wanted to establish proof of concept and ensure there was interest in the product before investing time and resources into its development. Selling to test clients allowed him to validate the market demand.

How did Charlie approach the creation of his company's logo and name?

Charlie and his business partner chose the name 'Imperium' to stand out in the market. The logo was created quickly in Canva, emphasizing that the focus was more on functionality than aesthetics at the early stages.

What was the significance of building the 'Sales Transcendence' module for Charlie's clients?

The 'Sales Transcendence' module was a game-changer for clients, as it helped them implement the Loom system and see significant shifts and improvements in their businesses.

Why did Charlie decide to start a YouTube channel and how did it impact his business?

Charlie started a YouTube channel to expand his reach and bring in more organic traffic. It became a significant driver of growth, allowing him to book a large number of appointments daily.

What was the main reason behind Charlie's decision to move his business operations to Dubai?

Charlie moved his business to Dubai to reduce the tax burden. The UK's high corporation tax and the tax on profit extraction made it an unfavorable environment for his growing business.

How did Charlie ensure that his sales team was effective in converting appointments into sales?

Charlie focused on building the best product in the market, which naturally generated more demand than supply for sales calls. This approach allowed him to have a confident and effective sales team.

What was the most challenging part of Charlie's journey in building his business?

The most challenging part was building 'Easy Grow', a comprehensive program that took nine months of intense work. This period was physically and mentally taxing for Charlie.

How did Charlie measure the success of his business and what role did results play in his strategy?

Charlie measured success by the results his clients achieved. He showcased these results on his website to demonstrate the effectiveness of his product and to build trust with potential clients.

Outlines

00:00

🚀 Business Takeoff: Selecting a Niche and Crafting an Offer

Charlie introduces his journey to building a successful online consulting business, starting with the crucial step of selecting a niche. He emphasizes the importance of focusing on a specific group, in his case, agency owners, to centralize attention. The next step was creating a compelling offer with a strong sales argument and a money-back guarantee to instill confidence in potential clients. This approach helped in establishing trust and set the foundation for a scalable business model.

05:01

📹 Early Outreach and Client Acquisition Strategies

After establishing a niche and crafting an offer, Charlie and his business partner Beau initiated an outreach strategy using cold Loom videos to attract clients. They personally spent hours each day sourcing leads and sending personalized videos, which quickly resulted in appointments and a growing clientele. This hands-on approach demonstrated their commitment to the market and laid the groundwork for further business development.

10:02

💼 Building Trust and Scaling the Business

Charlie details the process of establishing trust and proof of concept by securing initial clients without having a fully-built product. They offered a compelling guarantee that resonated with clients, leading to a significant cash flow in the early stages. The focus was on delivering results rather than on superficial business aspects. This strategy allowed them to refine their product based on real client feedback and needs.

15:02

🛠️ Refining the Product and Expanding Outreach

As the business gained traction, Charlie and his team focused on improving their product, introducing new modules and strategies to enhance client acquisition. They implemented a self-transcendence program and scaled their outbound system, which included refining their cold DM system. The business continued to grow with a strong emphasis on product development and customer satisfaction.

20:04

🌟 Leveraging YouTube for Organic Growth

Charlie discusses the pivotal decision to start a YouTube channel, which became a significant driver for organic growth. Despite initial imperfections, the channel's consistency attracted a substantial audience. This strategy led to the creation of an organic funnel that directed traffic from the channel to a booking system, significantly increasing the number of appointments and revenue.

25:06

🤝 Team Expansion and Streamlining Operations

With the business scaling rapidly, Charlie highlights the importance of hiring the right people, such as sales reps and appointment setters, to manage the growing demand. The introduction of an operations manager and a video editor helped streamline processes, allowing the founders to focus on strategic decisions and product development. This period marked a shift from chaotic growth to more structured expansion.

🎯 Setting a Vision and Developing Easy Grow

Charlie shares the story behind setting a clear vision for the company, which centered around making client acquisition easy. This vision guided the development of Easy Grow, a comprehensive program that encapsulated all their knowledge and strategies. The creation of Easy Grow was an intense process that required immense dedication and sacrifice, but it ultimately positioned the company for even greater success.

🌐 Website Development and Scaling the Team

As the business matured, Charlie and his team built a website to showcase their results and testimonials, providing social proof of their product's effectiveness. They also expanded their sales team and introduced a new offer with a strong guarantee. The focus remained on delivering exceptional value to clients, which continued to drive the business's growth and success.

💼 Tax Optimization and Future Growth

In the final paragraph, Charlie discusses the strategic decision to move operations to Dubai for tax optimization, highlighting the financial benefits of this move. He also mentions the hiring of a sales manager to oversee the expanding sales team and prepare the company for the next phase of growth. Charlie concludes by emphasizing the importance of the product and the plans for the company's future development.

Keywords

💡Niche

A niche refers to a specialized segment of the market that has specific needs or interests. In the context of the video, the speaker emphasizes the importance of choosing a niche as the first step in building a successful business. The speaker's company, Imperial Acquisition, chose agency owners as their niche because they were familiar with the challenges and needs of this group, having been agency owners themselves. This decision allowed them to centralize their attention and focus on solving the most pressing problems for their target market.

💡Pivot

To pivot means to change direction or strategy in response to changing circumstances. The video script mentions that the speaker's acting agency, which was doing marketing for gyms, lost all of its clients overnight due to the COVID-19 pandemic. This forced them to pivot and start working with agency owners, which eventually led to the creation of their consulting business. The pivot was a crucial decision that allowed them to adapt and find success in a new market.

💡Craft an Offer

Crafting an offer involves creating a compelling sales proposition that addresses the needs of a specific market. The speaker discusses how they diagnosed the problems faced by their niche and then created a sales argument that was easy to communicate and understand. Their offer included a complete money-back guarantee, which was a key factor in attracting clients and demonstrating confidence in their ability to deliver results.

💡Cold Loom

A cold Loom is a video message sent to potential clients or customers without a prior relationship, aiming to make an initial contact and pitch. In the script, the speaker describes how they started sending cold Loom videos to business owners in their niche as a strategy to get their business off the ground. This approach allowed them to book appointments and start generating revenue almost immediately after launching their business.

💡Test Clients

Test clients are a group of initial customers who use a product or service before it is fully launched to the public. The speaker explains that they signed 15 test clients before building their product. This approach allowed them to validate their offer and ensure there was interest in their program without investing significant time and resources into building something that might not resonate with their market.

💡Proof of Concept

Proof of concept is evidence that a product, service, or idea can be successful. The speaker mentions establishing proof of concept as a critical step in their business journey. By selling their program to test clients before it was built, they were able to demonstrate that there was a market for their offering and that it could deliver value to their customers.

💡Branding

Branding is the process of creating a unique name, symbol, or design that identifies and differentiates a product or service. In the video, the speaker talks about branding their business, which included creating a logo and a name, only after they had established a working business model and had revenue in the bank. This shows that they prioritized functionality and market validation over aesthetic appeal in the early stages of their business.

💡Outbound System

An outbound system refers to the strategies and methods used to actively reach out to potential customers, as opposed to waiting for them to come to you. The speaker describes building an outbound system that involved cold emails and personalized videos to engage with potential clients. This system was crucial in acquiring clients and growing their business.

💡Product Improvement

Product improvement involves making enhancements to a product or service based on feedback and the desire to meet customer needs more effectively. The speaker discusses several instances where they improved their product, such as by introducing new modules and refining their sales strategies. This continuous improvement was key to maintaining the quality and effectiveness of their offering.

💡YouTube Channel

A YouTube channel is a platform for sharing videos and content with a broad audience. The speaker highlights the decision to start a YouTube channel as a significant turning point for their business. By consistently uploading videos and providing value to their audience, they were able to grow their channel and use it as a powerful tool for driving traffic and generating leads for their business.

💡Organic Funnel

An organic funnel refers to a marketing strategy that uses content and search engine optimization to naturally attract and convert potential customers. The speaker describes creating an organic funnel by leveraging their YouTube channel to drive traffic to their website and book appointments. This approach allowed them to scale their business without relying solely on paid advertising.

💡Sales Team

A sales team is a group of individuals responsible for selling products or services to customers. In the script, the speaker mentions hiring a sales team, which grew to include eight members. This team was instrumental in converting the leads generated by their marketing efforts into paying clients, and the speaker emphasizes the importance of having a strong sales team to handle the demand for their product.

💡Operational Drag

Operational drag refers to the inefficiencies and complexities that can slow down a business's growth and scalability. The speaker discusses the importance of minimizing operational drag to maintain the ability to scale their business. They were careful to balance product development with operational efficiency to ensure they could serve more clients without compromising on quality.

💡Vision

A vision is a guiding principle or goal that inspires and motivates a company's actions and decisions. The speaker talks about setting a vision for their company, which was to make client acquisition easy. This vision helped them focus their efforts and align their strategies, ultimately leading to significant growth and success.

💡Easy Grow

Easy Grow is the name of the program that the speaker's company currently sells. It represents a significant development in their product offering, which was built to encapsulate all of their knowledge and strategies for client acquisition. The speaker describes Easy Grow as the result of a challenging nine-month development period, which involved creating extensive content and resources to help clients succeed.

💡Tax Efficiency

Tax efficiency involves structuring financial and business affairs to minimize tax liabilities while remaining compliant with tax laws. The speaker mentions moving their business to Dubai as a strategic decision to reduce their tax burden. This move was driven by the high corporate and personal tax rates in the UK, which they felt were detrimental to their business growth and profitability.

Highlights

Picked a niche by focusing on agency owners, leveraging personal experience and knowledge.

Created a compelling offer with a money-back guarantee to instill customer confidence.

Initiated business growth through cold Loom emails to potential clients.

Signed 15 test clients before fully developing the product to validate the business model.

Delayed branding efforts until having a solid business foundation with paying customers.

Developed the first version of the program based on proven successful strategies.

Established a community for clients to foster engagement and support.

Implemented a cold DM system to improve client outreach and engagement.

Focused on continuous product improvement to enhance client results.

Introduced sales transcendence modules to significantly impact client businesses.

Launched a Trustpilot account to build trust and credibility with potential customers.

Started a YouTube channel for organic growth, consistently uploading content.

Developed an organic marketing funnel leveraging YouTube's traffic.

Hired the first sales rep to scale the sales efforts and manage increasing demand.

Outsourced appointment setting to virtual assistants to streamline operations.

Made significant product improvements focusing on organic and paid lead generation.

Hired additional sales reps to accommodate the growth in demand from YouTube.

Appointed an operations manager and video editor to refine internal processes.

Created a vision for the company centered around making client acquisition easy.

Developed Easy Grow, a comprehensive program to help clients with client acquisition.

Launched a new offer guaranteeing 20 clients or a full refund with an additional bonus.

Built a website to showcase the company's results and client testimonials.

Expanded the team with a head of sales to manage the growing appointment-setting team.

Initiated YouTube ads to further boost visibility and generate more leads.

Hired a professional tax accountant to optimize tax strategies as the company scaled.

Continued to grow the sales team to meet the increasing demand for the product.

Appointed a sales manager to oversee and optimize the sales team's performance.

Made the strategic decision to move the company to Dubai for better tax efficiency.

Transcripts

how would you like to be a millionaire

well if you would then I'd suggest you

follow the 29 steps I'm about to outline

in today's video I'm going to explain

the 29 macro decisions that I made in

the order in which I made them to build

a 10 million a year online Consulting

business my name is Charlie let's get

into the video the first thing I did was

pick a niche so I started my business

two and a half years ago it's called

Imperial acquisition and the most

important thing that we did at the

beginning was decide who we wanted to

work with a niche allows you to

centralize your attention and focus the

niche we decided to go for was agency

owners the reason behind this is because

we knew agency owners because we were

agency owners long story short we had an

acting agency doing marketing for gyms

covered hits we lose all of our clients

we go from 100 Grand a month to 20 grand

a month overnight because of covert so

we decided to Pivot and start working

with agency owners and so the first

thing you have to do is pick a niche

please don't try and start a business

with multiple niches or in a General

market you can make as much money as you

could possibly so desire just by working

with one person and solving their most

painful problem to the best of your

ability that's all been business is is

you pick a group of people you diagnose

a problem and you solve that better than

everybody else in the market and you

will win and that's exactly what we've

done with Imperium so step two here was

to craft an offer so once we devised the

niche and once we diagnose the problem

that the niche had we had to create a

sales argument and create a compelling

um easy to communicate and easy to

comprehend and understand the line of

text essentially that encapsulated our

ability to do what we said we were going

to do with risk reversal um with

guarantees and such and we basically

decided to have a complete money back

guarantee refund on our product and the

offer that we had for the first I think

18 months in business was if you work

with us and buy our program and you do

not see a return on investment within

six months we are legally obligated to

issue a full refund now having signed I

believe nearly 500 clients in the first

no probably more than 500 600 or 700

clients in the first 18 months of

business it turned out that we didn't

have to refund anyone with the exception

of three or four people we had a refund

rate of far less than one percent and

you know the product was pretty good so

step two was to craft the offer and

actually create a reason for people to

buy because new news flash people need

to have an incentive they need to feel

safe they need to feel secure and they

need to have this impression that you're

actually going to deliver what you say

you're going to deliver and if you sell

websites logos web design you know you

need to have a service that actually

delivers results for someone it's

important so step three sending cold

Loom so I kid you not we decided to

start the business right we decided we

picked the niche we created the offer in

the first day the very next day we start

sending cold Limbs and I'm not as this

is not not even an exaggeration Beau and

I both my business partner we understood

that in order to get this thing off the

ground and to start building immediately

we need to do Outreach as much as we

possibly could so we basically devised a

very simple strategy which was to send

cold looms to business owners in our

Niche through cold email we decided not

to mess around with any software or get

fancy with it it was me making a one and

a half minute Loom like a little sort of

pitch video and sending that out on an

email and I can show you what this looks

like this was December the 10th 2020. I

decided that we decided to start this

business on like December the 1st or

something and this was one of the first

emails that we've done bear in mind we

were agency owners doing like 100 Grand

a month right or we sort of were

struggling because of covid but we we

were like we knew how this stuff worked

but we wanted to for really the first

three to six months in the business to

do all the painful stuff ourselves Bo my

business partner would spend four hours

a day in Facebook agency owner group

sourcing the leads and finding the

emails and I would spend four to five

hours a day recording looms and sending

these emails personally right so we had

we came into this business with no Pride

or ego we wanted to learn the market and

learn the work and we had to do that so

that was that this is an example we

started sending cold looms basically

immediately and because of that we

started booking appointments basically

immediately when people start a business

one of the most common mistakes they

make is they start by building things

that don't matter the only thing that

matters to a business is cash right and

if you're not focusing on generating

money and making profit in the first you

know couple of weeks or days or months

of the business you haven't got a

company I don't people who say they're

the CEO of an agency when all they have

is a website an ego and a logo doesn't

end too well for them we didn't really

build a web we actually we didn't build

a website site for I think like two

years we like you'll see I'm gonna walk

you through the priorities we have step

four was to sign 15 test clients so we

didn't even build our product we had our

guarantee and we had our offer we asked

ourselves we were like well how do we

know that this is going to work because

what we didn't want to do was spend

months and months building an info

product and putting all this work in

only to find out that our offer didn't

resonate that our Market didn't resonate

that the price point didn't work or that

people didn't even want the thing in the

first place because of the conditions of

the market and so what I did is I sold

thin air for about two months where I'd

get on with these people and I was

completely compelling and persuasive

enough to be able to sell them on a two

thousand dollar payment for a program

that hadn't even been built yet and once

we got 10 to 15 of these I think it was

around eight we started to think okay

this is good we actually started to

build the program you know we had like

10 clients 15 clients basically waiting

for this thing to be built don't ask me

how I did it I'm not quite sure how my

sales Acumen was was was that well

developed um but I managed to do it and

you know took some time but you know we

managed to accrue I believe like it was

like 25 000 in cash in the first like

month or two and we just got off the

ground basically because the first thing

you have to establish his proof of

concept and the only way to establish

that is to actually start selling the

thing that you're going to build to see

if there's any interest we knew it was

going to work because we had the the

offer was booking appointments when

you're starting a business you're

looking for signs of life right to

establish proof of concept to scale so

you can put a volume through the thing

and the first sign of life is someone

actually resonating with your offer

because that demonstrates there is an

interest and typically if your sales

script is built using the same premises

and conditions that your cold Outreach

is it's going to work the same but we

wanted to be sure logo and name so it

wasn't until we had multi-six figures

I'm sorry multi-five figures in the bank

that we actually started to Brand the

thing because we didn't want to mess

around with logos and names and websites

and social medias and all this crap

until we actually had a business a

business is a is an entity with cash in

the bank with customers paying for a

product so when you have that you have a

business without that you have nothing

anyone can go and build a website not

everyone can go and get a client there's

a big difference okay so we built our

logo on our name so this is a funny

story I was sat in my parents house we

have this old rocking chair hour I was

sat in the living room I was playing

Call of Duty zombies I was just zoning

out I don't know I can't remember why I

was playing Call of Duty zombies and I

was playing on Kino de totem right if

any of you know that map represent right

and basically um I was on a call with

Beau and we were like well what should

we name this and Bo's mum of all people

God bless her basically came up with the

idea of the name Imperium because we

were thinking about do we call this like

agency growth flow insert name here like

do we do we go but we were like oh we

want something classic something's going

to stand out because right now in the

market everyone seems to be calling

themselves funnels this traffic that you

know growth this like blah blah blah and

we just wanted something that sounded

completely different so we went with

Imperium agency which seems to have

worked pretty well and then we built the

logo and funny story I literally like

this is no word of a lie let me pause so

lo and behold I just have to find this

in camera for a second but this is the

logo I came up with I built this in I

think about one minute and 45 seconds

and I'm not even joking I did we we

literally spent a fight we had a five

minute call on the name and then I spent

about a minute on the logo that is how

little this stuff matters right this is

built in canva by the way I'm the first

client we ever signed was a guy called

run

um this is me emailing him basically

saying hey welcome on board and this was

in January of 2021 okay so you can see

that we started doing Outreach before

Christmas I was taking sales calls a lot

of people didn't actually on board until

January and that's when things really

started kicking off so that was that so

you know once we had clients we were

like all right well we'll build a logo

and a name because this thing's actually

got legs we've got cash in the bank and

then we began then we started building

program version one so this was

basically the first info product we

built it was version one of our program

we've basically been through a couple of

iterations um where we are probably now

on like our fourth or fifth iteration

but we built V1 and V1 was basically

what we did is we packaged up the loom

system we were using to get clients and

that was it then we had some other

modules um and I'll show you what this

looks like so this is what the first

product looked like so first of all with

with the initial conditions of the

product we did not have sales

Transcendence

um we we had we did not have paid

attraction Mastery we didn't we did not

have to build your team or Services we

basically had we sell we started couple

of modules so inside of this version one

program we have the cold Loom system

that we were using to get results which

we still have nowadays because it still

works and we had seven figure sales

strategies that was the first initial

sort of thing that we had inside of the

program then we just rolled that out to

clients and we were like we were kind of

in ourselves because we were like

this thing better work you know because

if it doesn't we're gonna have to refund

these people their money and like we

could be screwed I knew it was going to

work because it would work for us it

worked for our agency before and we

tested it with a few other people but

you know there's always that sort of

scary feeling when you teach someone to

do something like are they going to do

it properly then we started our

community so our community is basically

our original Facebook Community for our

clients um we've actually moved over to

school now but this was our original

Community we grew up to a couple of like

I think six 700 clients or something but

this was where you know we hosted our

community

um for our program then we started

building a cold DM system so what we

basically did if you can see this here

this is an example of of the cold

Outreach right so what I would do and I

would do this personally there was no

Pride we were making you know 10 20 30k

a month and I was still doing the cold

Outreach right there's no shame in that

I would send um personalized videos to

people Bo and I sat down and we

basically built what we now call the DM

sorcery system okay we didn't copy it

from anywhere this is the thing what you

have to understand is that all of the

best strategies that we've developed for

you know for client acquisition we built

ourselves the reason that we've grown so

quickly and so fast and had so much

success here is because we haven't

copied anyone we haven't copy and pasted

people's programs we haven't copy and

pasted people's sales scripts we haven't

copy and pasted people's processes

although you know to a degree a lot of

it's been heavily influenced by Sam

Evans with the acquisition side we've

done it very differently if you look at

my YouTube channel and the way that we

acquire clients through YouTube there's

nobody that does it in the same way as

me same with loom semicardium so we

built this called DM system and I

started basically sending call DMS bear

in mind at this point we are still

sending cold looms um around this point

we do actually Outsource it to a virtual

assistant

um and we have someone called where we

handle that for us but that's that step

nine is to start improving on the

product so at this point we're signing

you know clients we've been we've

increased the price to about four

thousand dollars you know we're signing

anywhere between 10 to 15 people per

month into the program like very low

numbers like 40 50k a month I know we're

starting to improve the product so

self-transcendence if I show you this in

Easy growing this was the real game

changer for our clients we saw a lot of

shifts and a lot of changes happen in

our clients businesses when they

basically started implementing the loom

systems that the real big needle mover

and the real thing that we see time and

time again is sales Transcendent so this

is inside of school but I made these

videos a long time ago but they they are

Timeless basically and this is basically

a I think like nearly 20 hour video

series on everything that I know about

entrepreneurial mindset okay and so this

thing took me I think about three months

to build so I went dark mode I didn't

talk to anyone didn't do anything I

off-boarded the kodium system the cold

Loom system we actually signed less

clients as a result of this and we sort

of scale back the acquisition so that I

could focus on this so you know I built

this and then we rolled out okay that

was step number nine step ten is to

scale the outbound system so at this

point you know we've got you know 50k a

month coming in um we're doing quite

well there's you know we've got like 80

I think our profit margins because we

didn't have any sales reps there was

nobody claiming any Revenue it was doing

really well so then we start trust pilot

so this was a huge huge decision for us

because when you look at info businesses

um and people in this space it's very

rare to find them they have a trust part

at this point we decide to start a trust

pilot because you know we've got all of

these clients getting these great

results and stuff and we're like well

you know what does everybody else not

have a trust pilot why do they not have

it because they're too afraid because

they're going to get people writing

nasty reviews and stuff and so you know

we started this and we rolled it out to

clients and it just became a huge

success to the point now where we

managed to accumulate you know 330

reviews there's a couple of one stars on

there trust me it happens you know you

get people in here who don't like the

sales process or you know they don't

like

um the the YouTube videos or they don't

like me maybe they don't like my

birthmark I don't really go mate but it

happens right so we start the trust

pilot that was step 11. stop 12. this

was the biggest thing I've ever done the

biggest needle mover the most important

decision I've ever made with the

exception of hiring people partnering

with my business partner and being born

was to start this YouTube channel okay

so we decide at this point we're doing

50k a month or whatever organically

we're scaling up we've got reviews

coming in testimonials but like what's

going to be next and you know at this

point Hall mosey's channel is starting

to tick up and Bo and I have this

conversation both like well maybe we

should start YouTube and I was like okay

I'll do it if we look back here the

first video I ever made for this channel

was was far from perfect and trust me

they still are far from perfect I'm

painfully aware of that

um but what you can see here is

consistency right I have uploaded three

videos a week basically for the last two

years without any breaks or any stops

come hell or high water come long

covered come anything I continue to do

it and this is my first video two years

ago and as you can see um I look like

some sort of patient I'm during lockdown

I believe and um as you can see the I've

even got like a mullet coming

through it was a pretty dark time to be

alive for me but I just started making

videos right random videos like dude

this was like

does you can see here like it was just a

terrible quality and it just started to

work right for some reason

the videos I started to make just

started working I was just I'd just be

walking in the woods and be like I'm

going to shoot a video with my airpods

in there was no roadshore smb7

microphone there was no fancy camera

there was no editor there was no

thumbnailing there was no titling there

was no nothing special now they look a

bit more special but I just started

making videos I just started sitting

down in front of a camera and talking

about whatever I wanted to and the

biggest mistake people make with with

YouTube is they try and start perfect

you know they try and get their

everything to be like in line and

everything perfect before they begin and

I was just like give me a hat and some

airport we'll blow you guys away and for

some reason it worked and so I've just

stayed consistent with YouTube non-stop

the truth is that I really enjoy it I

really love it I like making videos I

enjoy helping you guys and um adding

value so that's that so that's a YouTube

channel so then we start the organic

funnel so if I head back to YouTube here

which might be useful by the way if none

of you have ever listened to

um weekend by Flume slowed and Reverb

you haven't lived so go and listen to

that now you probably haven't right but

after the YouTube channel we create this

funnel and also I create this

description so you will observe that in

every single YouTube video I've ever

made with the exception of a couple live

at the beginning we have used the same

description right this description has

been an absolute game changer for us and

it's true and it works and so we built

this funnel and I've used the same

funnel although I changed the video

about six months ago I've used the same

video the same funnel the same copy the

same script the same testimonials to

book you know we've booked and I'm not

even joking like we book God knows how

many appointments for this thing tens of

thousands honestly more than that

probably and so we start this marketing

funnel this is basically the first form

of our website because we know at this

point we're doing 50 Grand a month I've

got a YouTube channel we still don't

have a website right so we build this so

that you know we can send traffic from

the YouTube channel because that starts

to happen and then what do we do next

then we hire our first sales rep so at

this point YouTube starts to take off

the outbound systems are working I'm

working on the product so we're like

we'll hire our first sales rep hiring

the first rep was phenomenally difficult

um we've had a couple of reps before

with northflow Consulting but the truth

is I think we got lucky we got through I

think like three or four people before

we found a really good one and his name

ladies and gentlemen is Jack Roberts if

you know Jack if you know you know I

love Jack

um Jack is still with us today he's

basically I had a hours I'm under David

dryer sales manager yeah we found Jack

and I'll never forget it because you

know I was in some real pain with this

because I've been I'd hired like three

people four people none of them had been

able to close and then they introduced

Jack and the first day he closed his

first deal second day two deals third

day another day and I was like oh my God

this is amazing so when you find that

first rep that can close there's no

better feeling it feels amazing okay

then we hired two satis so at this point

I'm I'm sort of like how can I remove

myself from the acquisition so I hire

two appointment Setters to basically run

the systems for cold DMS because our

cold DM thing is still working really

well cold looms are still working really

well at this point I'm still doing the

cold DMS um but we've got virtual

assistants doing the cold looms and up

until this point just before the sales

rep I'm still taking all the sales calls

myself okay then we do some more product

improvements so at this point like we've

got acquisition dialed in we're doing

sort of at this point I think like 70 to

100 Grand a month YouTube channels

starting to tick up two Setters sales

rep coming in and now we're like right

what do we focus on it's the product all

right so at this point this is when we

start introducing these new modules so

here we are in kajabi so this is where

we hosted our first product and if I can

go into here okay so this is where we

start making product improvements so at

this point I start working on the more

organic attraction videos right so let

me start introducing our cold cooling

methods new lead sourcing methods new

cold messaging methods LinkedIn

automation methods and then also we

start adding paid ads we start adding

funnels boasts to the wall and makes a

64 video long Service delivery module

which he still doesn't receive enough

praise for to this day which is which

trust me if does upset him sometimes not

upsetting but you know you put all that

work in and not enough people use it

it's going to annoy you so we started we

start improving the product and this has

always been the Cornerstone of our focus

of for building this company is product

first to the point where nowadays like

Bo and I have this conversation every

day like what can we actually do to

improve the product like what can we

introduce what can we remove what can we

add what can we delegate what can we how

can we make this thing better whilst

maintaining a low operational drag

because here's the thing about product

development right you can make it it's

incredible by having by basically doing

everything for everyone but in doing so

you massively increase what we call

operational drag in the company which

removes your ability to scale which

actually means you can't help as many

people because if I took on 10 clients

and did everything for them I could make

you know 100 Grand a month for example

but I'd only be able to help 10 people

the impact and the meaning of the work

is significantly less because the volume

of clients is lower because we've got

more operational drag and so you know

anyway another Point step 16 project

improvements 17. at this point we hire a

second third and fourth rep because the

YouTube channel starts to do really well

um within a couple of months to start on

the YouTube channel we're booking like

four to five appointments a day a couple

of months after that it starts to really

get a bit insane now with the YouTube

channel we can book 40 to 50

appointments a day it kind of is insane

step 18 is to hire operations manager

and video editor so at this point we've

created a lot of mess bow and I are so

intertwined in the systems we're still

doing client support we're still doing

delayed payments we're still doing like

fail payments there's so much like

dealing with that just comes with

signing clients and working with people

that we need to now Outsource and

delegate this and so we hire insert a

guy called nor if any of you guys are in

easily grow you'll be familiar with nor

nor is probably one of the my favorite

people on this planet

um the amount of stuff that he does and

the amount of value he has to our

company is just unbelievable he's

wonderful and I love him I know if

you're watching this you have my heart

and my soul mate

um no homo of course in Dubai no homo no

homo I promise right no homo so let's

get back into it so operations manager

so we we give them all these tasks and

this this gives me and Beau this insane

level of of like Clarity we've no longer

got these tasks we've got so much weight

off our shoulders and this for the first

time we can actually start to properly

think right because up until this point

all of our decisions have sort of just

been chaotic right it's not really it's

like we should start a YouTube channel

okay yeah um we need a final yeah okay

uh uh I'm doing too many sales was like

it's too chaotic because we were doing

too much and we didn't have any sort of

cognitive Capital left over to actually

make effective decisions and

strategically think and so operations

manager is great then we hire a video

editor shout out to Kian if you're

watching this which you definitely are

Keen because you're probably editing

this video

um we hire key in our video editor and

um at this point the quality of the

YouTube videos improves Keen starts

doing thumbnails we start actually

getting better retention the YouTube

channel starts to do a lot better then

we have a vision so it's funny because

as soon as we started to delegate

everything that's when we you have time

to think at this point with I think with

like four reps we're doing like 150k a

month this is in February of um this

year right so we've really gone from

like 200 Grand a month we have February

about 200 a month so we've gone from

200k a month give or take to about a

million a month give or take in six

months and the the core Central Genesis

if you'd like of that you know 5x growth

in six months which basically what it's

been is setting a vision there's there's

a whole story on how I came up with the

vision for the company and I'm actually

going to pause and add it to my list so

I'm going to make a video on how I came

up with my company's vision and how you

can come up with your company's vision

and how to visualize like some cool

stuff but we decided we wanted to have

like a mission statement where we could

like instead of just being like we want

to make 200 Grand a month we want to

make a million a month or we want to do

this we wanted to have like a simple

statement that could encapsulate all of

our effort and that was to make client

acquisition easy okay and so what we

basically did what I did is I sort of

thought for about a week like what do we

what are we here to do like why does

this company really exist other than

just to make money and generate profit

and you know help me buy my dream car

like why does this thing exist and we

realize like we want to make client

acquisition easy because I don't like

the fact that client acquisition is hard

for people and I want it to be easy

right so that was sort of one of the

most important things we did was

actually sort of stop working for money

and start working for a vision and I

think that now we're at eight figures

we've kind of done that because pretty

much every single client we sign to my

knowledge every single client we sign in

Easy grow if they do the work client

acquisition is easy it doesn't become a

struggle anymore for them which is

amazing then this is where the going

gets tough this was the hardest part of

this entire Journey was to build easy

ground so easy grow um is the program we

currently sell um don't worry there's no

sales pitch incoming but this is

obviously part of the process I'll wait

till the very end to try and sell you

something don't worry you can click off

way before I get the chance but we build

easy grow and this was the hardest nine

month period of my life I shaved my head

right and if you you can actually Pro

you can see what this did to me right so

I'd like to think that right now I look

pretty cheerful and pretty colorful you

know my my hairline seems to be

relatively decently intact

um but if we start going down yeah right

you know and we get into into these

where am I here

yeah you can see I do not look look at

this this is when I was building easy

grow I do not look well

right I look like I'm I look like I'm in

the gulag or something mate like you

know this was the worst time of my life

the best time of my life because you

know at the end of the day like I was um

I was able to build a pretty good

product but you can see here like you

know I'm I'm making these videos I kept

YouTube consistent throughout but mate I

was not in a good place like mentally

physically for nine months of my life I

sacrificed everything I stopped going to

the gym I stopped eating properly I

stopped meditating I did nothing my

whole day was I'd wake up walk over to

my desk and I would work on easy grow

for nine whole months and if you're

wondering what that looks like that is

basically creating Google Docs and I can

show you an example right creating

Google docs to basically dump mine all

of my knowledge of client acquisition

psychology appointment booking sales etc

etc into a Google doc right into Google

Docs and then going through and making

two to three to four hour long videos on

each Google doc to explain how it worked

now this module alone acquisition

Genesis took me three months to make for

every hour of content in recording

acquisition Genesis took me about 30

hours of work okay and that's not even a

joke I'm not even a joke right it took

me that long and the reason behind this

because I wanted to be perfect and so

what I would do is I would make these

PDFs right or these Google Docs all

colorful and you know visually presented

and stuff and you can see this is just

one video in Easy grow at the beginning

right and you can see this is like a

whole this is I don't know how many

pages I think it's like a 40 page PDF or

something this was the worst thing I did

um building access in Genesis was like

obviously this is just the first part we

also we already had sales Transcendence

Sales Systems already it was already

dialed in so I didn't need to worry

about that but then I had outbound

systems right and I had to basically

re-record and rebuild what was like one

two three four five like seven modules

or something and then also I had to

build the inbound systems and explain

how we get clients through YouTube we

now got Twitter it was it was painful to

say the least it was probably the most

the most depressing time in my life it

was horrible I basically my hairline

receded I lost all my muscle ask my

relationship fell apart I lost a ton of

friends I got like I would I'd get sick

every this is another thing as well like

I had long covered at the same time so I

was getting sick like every three to

four weeks I get like a cold was eating

all these like I was just eating fast

food and junk food from like milled over

it was just it was bad right anyway step

20 was to build easy grow you get the

picture virtual signaling done I

suffered quite a lot now then we create

the new offer so we come out of the

build and um we actually create the new

offer which is basically to guarantee 20

clients or a full refund plus a five

thousand dollar wire you cannot argue

with our off step 22. now we build a

website so at this point we've been

through three or four iterations of of

product we've got a team of eight people

or whatever it is maybe 10 people and

we've we've got a funnel that's

generated there's thousands of

appointments a YouTube channel with you

know 10 000 subscribers or whatever and

now just now we decide to build a

website okay so the reason we waited so

long is because well we didn't feel the

need to and then we built it and even

then when we built it it's still so

simple YouTube results and this is the

other thing um I haven't really put this

in here but we've been very diligent

with keeping a track of our results

right so basically on the website the

main the main reason we had the website

was to Showcase all of our results

because we were getting all these

results from people you can see here I'm

just going to keep scrolling wants to

talk

um these are all clients like saying

things are good about the products and

stuff and like we just didn't stop so

the reason we built the website was only

to showcase the results because you

can't really showcase this many results

on The Funnel and you know I'm just

gonna kind of give you the point now if

you want to understand our strategy for

the whole thing it's just to build the

product that is the best and you can

measure that by looking at the results

that people have got and I honestly

think that like with our company when

you look at our competition we are Leaps

and Bounds ahead of them in terms of

results I mean to actually do this

scroll takes like a good minute of your

time to actually just get through all of

the results I'm talking about good stuff

so that was that so we build the website

then we hire a headsetter so at this

point we've got like three or four

appointment Setters and I need someone

to basically manage them all so I

actually hire a good friend of mine

called will um who comes in and actually

manages the setting team will was one of

our appointment Setters who was already

setting appointments he just started

crushing it so I was like hire people do

your thing and he now runs a full-time

like four or five person setting team

and he makes like a lot of money doing

that and he books us like I think last

month he booked like 300 appointments or

something just through cold DMS it's

insane okay then we hire another rep so

at this point we've got five reps um

then we start YouTube ads so at this

point like easy growth launched the

offers there we're doing we're going

from 150 200 a month to like 300 400

Grand a month and we're just adding like

100 Grand a month to our Revenue like

it's just it's just ticking and Ticking

and Ticking over right

um and then um at this point we actually

hire a proper tax accountant so up until

this point we had an accountant and um

called Karen she was amazing it's

fantastic very good very diligent we

felt that as we went from seven figures

to eight figures we needed someone to

actually advise us properly on the tax

systems and like everything and so we

had to like basically do that if you're

wondering which tax accountant we use we

use tax Jam okay

um this is honestly is this the yeah tax

Jam so it's run by a lady called staff I

cannot recommend tax gem enough

um if you want to move accountants move

to them they have been managing our

accounting for I think like three or

four months now and it is just I mean

dude the amount of money we saved like I

sent Steph this message because I had

this hmrc tax bill and I was like my

personal tax bill and then she sent me a

message back and she saved me 15 000

pounds with one message right so worth

the weight in gold tax gem I'm not

affiliate I'm not affiliated with them I

don't get a kickback or a payment from

them if you buy from them but if you do

decide to um work with them then just

say Charlie Morgan sent you because I

already love staff surely loves me she's

actually coming by The Villa in October

we've got a mastermind together so she's

going to come and hang out but I love

her and it was a very important decision

for us because you know we were making

all this money and we'd kind of be a bit

screwed if we didn't have staff because

we'd be losing a lot more money we start

YouTube ads um we hired the tax

accountant and then we have to hire

three more reps so we we've always had

this theme where like we've always been

able to generate more demand than Supply

in terms of sales calls right

um and that's mainly because of the

product and I'm not even joking everyone

is so focused on acquisition and

acquiring clients they forget that like

the product is the main thing when you

build the best thing in the market when

you build something that is unparalleled

in terms of value in terms of quality in

terms of just raw unfiltered value for

your clients and something that can

actually truly solve their problem you

win and you get appointments I do I

haven't looked at appointments for six

months and I mean that I haven't had to

do anything to get appointments for the

last six months all I've done is make

YouTube videos and make YouTube ads talk

to my headsetter and then just make sure

the code emails are being sent out we've

we've never really had problem with

deployments and the reason behind that

is because we've always had the best

product and because we've had the best

product we can have the best offer and

the offers communicated with confidence

and so that's that so we have a sales

team of eight which is up to now we're

about we're actually about to hire

another reps we have to have nine then

we hire David Dre so this is the

decision we made like all of two to

three weeks ago so this is up until like

present day where we hire David Dre who

is our current sales manager because you

know if we want to go from eight figures

to multi a figures we kind of need to

have like some management structure with

the sales team when you get to a certain

point your entirely your bottleneck is

typically always going to be sales right

and sales conversion rate because you

know if you've got a team conversing at

20 if you bump them up to 25 the

increase in Revenue becomes insane just

by a small increase in conversion so

then step 29 is we move to Dubai um at

this point like we were paying about

three thousand pounds a day in

corporation tax 25 corporation tax

um it's like a million pounds a year

basically

um in just profit tax and that's not to

mention like if you get if you take the

money out like the UK is pretty awful

with it because they tax you 25 on the

profits you make and then if you want to

extract that profits for anything north

of 50 000 a year it's like 40 so you

your your overall net being taxed like

Fifty to sixty percent of the money you

make if you want to receive it as the

owner of the company and to me that just

seems pretty criminal so we moved to

Dubai and that's step 29. now obviously

there's probably loads of other micro

steps between these but I off the top of

my head with with my memory these are

the things that we did and these are the

order in which we did them the main

thing is the product right that's really

the only thing that matters if you get

that right everything else is easy in

terms of the next steps for us well you

have to subscribe to find out because I

have a lot of plans a lot of exciting

stuff to develop and build I'm really

happy that I've got this YouTube channel

because it allows me to document this

journey and see the stages of my life at

which I've been through so that you know

just it's just like a little Journal man

but I also get to add value at the same

time so yeah that's it if you need help

getting more clients there's a link in

the description have a good day