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Scale Shopify to $1m (Step by Step) — Transcript

by Brendan Gillen · 6,016 words · 839 segments · language en · Watch on YouTube

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0:00In this video, I want to take you
0:01through the exact system that I use to
0:03scale e-commerce brands to million
0:05dollars plus per year. It's the same
0:07system that I've used on my stores. One
0:09that I just scaled 5 K Direct to 1.18
0:12million dollars in under 18 months. It's
0:14the same system that I'm now using on my
0:15current brand, Dose, that we're scaling
0:18using AI where AI does 80% of the work
0:20and humans only do 20%. It's the same
0:23system that we teach inside the
0:24e-commerce academy. It's helped us scale
0:26hundreds and hundreds of brands. In this
0:28video, I'm going to take you through the
0:29three parts of that system. I'm going to
0:31show you how we get more traffic. I'm
0:32going to show you how to convert that
0:33traffic into sales. And then I'm going
0:35to show you how to scale that so it
0:36compounds and gets you to that million
0:38dollar a year lifestyle business. Now,
0:40I'm not going to teach you how to build
0:42uh enterprise level brand where you need
0:44lots of staff and lots of people and
0:45lots of investment. I'm going to show
0:47you how to build a great business that
0:48gives you a great income. And even
0:50better, it gives you a great lifestyle.
0:52So, let's get into it. Now, just before
0:54we do that, if at any time during this
0:55video, you just want to reach out to me
0:57and ask me some questions, I'll put my
0:59Instagram down below. And what I'll get
1:01you to do is just DM me the word, say um
1:04say scale, so I know you've watched this
1:05video. And then we can jam on how I can
1:07help you grow your store. Growing an
1:09e-commerce store is a little bit like
1:11climbing a ladder. We will start at the
1:13bottom and we climb each rung of the
1:16ladder and it's a different stage. And
1:17it's usually a different revenue stage.
1:19And I call this the uh the stages of
1:21scale, okay? Now, the interesting thing
1:23about e-commerce is the stages of scale
1:26get easier the higher you go up the
1:27ladder, right? So, the first few stages
1:30are usually a lot of work. They're
1:31really hard. There's a lot of effort.
1:33There's a lot of time. But as you climb
1:35the ladder, each of those stages gets
1:37easier and easier. And the mistake a lot
1:39of people make is they give up when
1:41they're on the bottom two or three
1:43rungs. And they're like, you know what?
1:44I can't climb to the next step. And I
1:45can't get to the next step. But if they
1:47do go past that step, then it all
1:50becomes a lot more easy to get there,
1:52right? And then I'm going to give you an
1:53insight into the system that helps you
1:55get through those stages, okay? So,
1:57stage number one is a revenue gate of
2:00around zero to $10,000 a month mark. And
2:03that's where we see most stores start
2:05out. And this is typically the side
2:07hustle stage. This is where we're
2:10finding out our product market fit. This
2:12is where we're learning how to import
2:13products, how to develop products, how
2:15to market, how to build stores. There's
2:16a lot in this part, right? We're
2:18learning how to create ads, we're
2:19learning how to send emails, all in this
2:21side hustle, and we're only making zero
2:23to $10,000, right? And some of it don't
2:25even get to $10,000 because it becomes a
2:27lot of work. But what we find is the
2:29person that pushes through past that
2:31side hustle phase, moves into the next
2:33phase, which is the 10 to 30k month
2:36mark, we start to see some gains, okay?
2:38And this is where we go from side hustle
2:40into full-time. We're making just enough
2:43income to replace our full-time job, and
2:45then this can become our full-time job.
2:47Now, by the time we get here, we've
2:49we've learned how to build a store,
2:50we've learned how to sort of do
2:51marketing, we're doing a little bit of
2:52emailing, we're doing enough to get some
2:55consistent income, okay? So, we're
2:56starting to see the the fruits of our
2:59labor. But that's where a lot of people
3:01just sort of plateau, and they get
3:02stuck. Where they really want to get to,
3:04which is the next phase, this is where
3:06we really see the sweet spot from people
3:08going full-time into this next part. And
3:10that is the $30,000 a month to the
3:12$60,000 a month, right? And this is
3:14where we we call this the stability
3:16phase.
3:18Okay? And a lot of the people and the
3:19brands that we work with do come to us
3:21at this phase here, where they've hit
3:22full-time, they know they've got a
3:23business, but they just don't know how
3:24to get to the level. So, our job is how
3:26do we get them to stability, and then
3:28how do we get them to the next phase?
3:30And the next phase is where things
3:31really kick off. And that is where they
3:33go from this 60,000 to $100,000 a month
3:37mark, and this is where the business
3:39actually starts to be able to scale. And
3:42then they can start to see what all this
3:44hard work was about. And like I said
3:46earlier, the part that is really hard is
3:49actually here. This is where all the
3:51hard work is done. So, if we put in the
3:53effort here and we learn the systems and
3:54strategies here, as we get into this
3:57part here, this is where we start to see
4:00that the business becomes a little bit
4:01easier and it works for us. And by
4:03putting the right systems and
4:04understanding what it is to grow, we're
4:06going to be able to move into the next
4:07phase. And the next phase is where we
4:08get to our 100k
4:11to 300k. And this is where we really
4:14have a lifestyle business. That is where
4:17we've got a million dollars a year
4:18coming in. We can live life on our own
4:21terms. We've got a team working for us.
4:22We've got AI agents working for us. And
4:24we can really start to enjoy life again.
4:27This isn't a big team. This isn't a huge
4:29enterprise. This is just a nice business
4:31that brings us in 100 grand a month and
4:34it's working for us, right? And it's a
4:36great little business. But there's some
4:37of us and some of the teams that were
4:38some of the businesses that we work
4:39with, they want to go to that final
4:41level and this is where we really start
4:43to build an enterprise business. And
4:44this is where we get to that 300k per
4:46month mark and this is where we start to
4:48build a freedom business.
4:50Okay? These are all the stages. Now,
4:52a lot of the brands we work with operate
4:54at many different stages here. We have a
4:55lot of people sitting in this phase. We
4:57have people who are moving in this phase
4:59and we even have some in this phase. And
5:01every business is different and that's
5:03why we want to make sure we've got a
5:04system that plays into the stages of
5:06scale that you want to operate in. So
5:08what I want you to do is think about
5:09this stage right here. And identify
5:12where do you want to get your business
5:13to? Maybe you're at side hustle and you
5:15want to just get to full-time. Maybe
5:16you're at full-time and you want to
5:18become more stable. Maybe you're at
5:19stability and you just want to get into
5:20this scale phase. Where is it that you
5:22want your business to be because this is
5:24what's going to determine the strategy.
5:26Because if we don't know where we want
5:27to get to, we can't put a road map in
5:29place to get us there. And I want to
5:31take you through what that road map is
5:32now so that you can identify what it is
5:35you need to do in your business to hit
5:36the stage that you want to hit. Now the
5:38system we use to grow stores is called
5:40the e-commerce operating system and it's
5:42a framework that I've designed over 15
5:44years. And I've been fortunate enough to
5:45work inside some pretty big brands some
5:48which I've scaled to over a hundred
5:49million dollars a year. So what I've
5:51done is I've taken the strategies I've
5:52learned in the big brands and I've taken
5:54the strategies I've applied in my own
5:55brands in an easy to apply roadmap that
5:58you guys can implement. And I'll take
6:00you through step-by-step what each of
6:01those are now. I'll break it down into
6:02the pillars and I'll break it down into
6:04the strategies so you know exactly what
6:06you need to do. The whole purpose of the
6:07operating system is to basically grow
6:10brands to a million dollars a year as a
6:11starting point. Once you hit a million
6:13dollars a year we're then going to move
6:14into million dollars a month. The great
6:16thing about the way we've designed this
6:18system is no matter what size your store
6:20is whether you're just starting out or
6:21whether you're already at a million
6:22dollars a year this still applies
6:24because it is one of those compounding
6:26ever-growing systems that basically
6:28helps itself. The way we do it is we
6:30break it up into three core pillars that
6:32grow any e-commerce business and they
6:34are traffic
6:38conversions
6:43and scale.
6:45So we can't have an e-commerce business
6:47if we don't have traffic coming in
6:49and we can't have an e-commerce business
6:51if our traffic isn't converting and then
6:53we can't grow if our store isn't
6:55profitable and we can't scale. So what
6:57our goal together is is where do we get
6:59our traffic from? How do we make sure
7:01that that traffic is converting and then
7:03how do we do that on autopilot so this
7:05system compounds? I'm going to take you
7:07through those strategies that you can
7:09implement right now.
7:11So let's get started with traffic. There
7:14are three types of traffic that we think
7:17about when scaling an e-commerce store.
7:19The first one everybody knows about and
7:21that is paid traffic. That is where we
7:23buy ads and we pay meta we pay Google
7:26and it sends us traffic. The good thing
7:28about this is we can get traffic
7:30basically now.
7:32The bad thing about it is it costs us
7:34money. Okay? Not necessarily a bad thing
7:36but we still have to pay for it right?
7:38But if we want it now we have to pay for
7:39it that's the way it works.
7:41Now the next traffic type is content.
7:44Basically, the internet is just content,
7:46right? We pull content up on Instagram,
7:48we pull content out to Google, we create
7:50websites. People are just consuming
7:52content. So, what we want to do is we
7:54want to create content that people watch
7:56and then they visit our site because
7:58they've watched it, okay? Now, the great
8:00thing about content is it is an asset
8:02that we create that we can own, okay?
8:05So, it's something that we can own and
8:07we can use, right? Forever and ever and
8:08ever.
8:09The other great thing about content is
8:11it's a way to nurture people that come
8:12in from paid ads. So, if someone come in
8:14from paid ads and then they see our
8:15content, if they're not buying from us,
8:17at least they're starting to get to know
8:18us and we're warming them up. So,
8:20content is a great warming piece of
8:22traffic.
8:23The third type of traffic that we can
8:25grab is what we call earned traffic. And
8:28by the way, apologize about my writing.
8:30Hopefully, you can hear and watch at the
8:31same time.
8:32But, earned traffic is where we earn the
8:35right for someone who has traffic and
8:37they send it to us, right? So, this
8:39could be someone like Google who has
8:40lots of search traffic, it could be an
8:42AI engine, it could be a referral
8:44partner, it could be an influencer. But,
8:46the idea is that we build up such a
8:48reputation and we're known for our
8:49products is the people say, "Hey, if you
8:51need this product, go to those people."
8:53Okay? Now, the great thing about earned
8:55is it's free.
8:58But, the bad thing is is it's slow,
9:00okay? It takes a bit of time to earn a
9:01reputation. It's not something you can
9:02just go out of the gates and have
9:04someone send traffic for you.
9:05But, the cool thing is if someone sees
9:07us through earned and then they start
9:08seeing our content, we can start to see
9:10that this part becomes an asset for us,
9:12okay? Now, what we're going to do is I'm
9:13going to take you through the strategies
9:15in each of these that you can implement
9:16in your business that we implement to
9:18grow stores.
9:19The first one in paid is we only look at
9:22two different paid channels. We either
9:24look at Meta
9:26or we look at Google.
9:28And the reason we do only those two is
9:30they both serve different purposes.
9:32Meta is what we call an awareness
9:34channel. It is where we put our brands
9:36and products in front of people who are
9:37not actively searching for them, but we
9:39might be able to get their interest. And
9:40it's usually great for like a visual
9:42product. That's something that is is new
9:44or it looks great or it's appealing
9:46visually because usually in meta we use
9:48videos or photos to get people's
9:50attention. And if people aren't actively
9:52searching for it, we just want to try
9:53and grab their attention.
9:55The second one, which is Google, is what
9:57we call a capture channel. And what that
9:59means is if someone is actively
10:00searching for your product, you want to
10:02be advertising where they're searching
10:04for it. Okay? So let's just say you have
10:06you sell black hats and someone goes
10:08searches for black hats, it's much
10:09better to be advertising there. So when
10:12we're first starting out, we only want
10:13to choose one of these channels to get
10:15started. And we say we choose one as a
10:17primary channel and then one as a
10:18secondary channel. So if you're under
10:20$30,000 a month, you probably shouldn't
10:21be choosing both of these channels cuz
10:23it's a lot of money and a lot of work.
10:24Just choose the one that is right for
10:26you. Is it Are you creating awareness or
10:28are you capturing demand? Have a think
10:30about that, okay? The second pillar when
10:32it comes to content and when we're
10:33nurturing people is we think about email
10:38and we think about social media.
10:40So these are places where we own the
10:42audience and we can create content for
10:45that audience. We can send them emails.
10:46We can create reels. We can do social
10:49media posts. And what we're doing is we
10:51are showing people that we understand
10:54who they are and we are building a
10:55community around that, okay? Now when it
10:57comes to emails, we're not just doing
10:59flows or automations, we're also doing
11:02campaigns.
11:03And we recommend sending at least two
11:06emails per week. And we implement this
11:08inside our e-commerce academy where
11:10we've got most members sending emails
11:12two to three times a week and every
11:13email makes them money because they
11:14write the right emails. And it's
11:16basically a recipe to print money.
11:19The second one is social media is
11:20creating content that gets views. And
11:23it's making sure that we get as many
11:25eyeballs as possible. We're not just
11:26creating content for people that follow
11:29us. We're We're to be creating content
11:31for people that it might be interested
11:33in us. The way the algorithm works now
11:34is if we create great content, it's
11:36going to go out and find us new
11:37customers that will then follow us and
11:39then visit our site.
11:42Now, if we move on to the third pillar,
11:43that is the earn pillar. The two areas
11:45we focus on here is SEO
11:49and AIO. So, getting found in search
11:51engines and also getting found in AI
11:53answers. And then the last one is
11:55referrals and that is getting other
11:57brands to send us traffic. Again, I
12:00apologize for my writing. Right, so that
12:02is like getting
12:04a brand that is similar audience to but
12:05not might not sell your product, they
12:07might refer business to you. SEO and AIO
12:09is making sure that we optimize our
12:11website in such a way so they get found
12:13in those search and answer engines,
12:15okay?
12:16Now that we know all these strategies,
12:18we now need to identify which one should
12:19we work on for our business cuz every
12:21business is a little bit different. But
12:23I don't really working on all of these
12:24cuz that would become overwhelming. We
12:25just want to work on the ones that
12:26matter, okay? So, if you were to choose
12:28one from each of these pillars, which
12:30ones would they be? So, are you working
12:32in Meta? Is that something that we need
12:34really need to focus on? If we are,
12:36don't worry about Google.
12:37If we're thinking about content, are we
12:39just going to do email and not worry
12:40about social, right? Just do one thing
12:42at a time. And if we're going in the
12:43earn, are we going to just do referrals
12:45and not worry about SEO? Now, it's only
12:47you that can say that what works for you
12:48or you can work with one of our coaches
12:50and we'll tell you which one it is. But
12:51I want you to only identify one in each
12:53of these pillars and only work on those.
12:55Don't get distracted by other tactics
12:57that don't matter just now. Work on the
12:58ones that matter. Think about if this
13:01thing and I was to do it right, which
13:03would have the best outcome in the
13:04fastest amount of time in my business?
13:06And that's how we think about this
13:07system.
13:08And then what we do is we then sprinkle
13:10a little bit of AI magic on top. And
13:12that's where we go, okay, so if Meta is
13:14the is the engine, then what AI
13:17implementation do we need to do here?
13:19What AI systems can we install? From
13:21email, do we have an email system that
13:23we can put in place? Can we use AI had
13:25it, right? And all of these things can
13:27now be amplified with AI. And let's just
13:29say we're doing referrals, can we do
13:30outreach using AI? Okay? So, we identify
13:33what we need to work on in the pillar,
13:36and then we understand what we need to
13:38do, and then we use AI to help us, okay?
13:40AI does the 80% of the grunt work, the
13:42human does the 20%.
13:44Let's now move on to the conversion side
13:45of things. Now, there's also three areas
13:48in conversions, and the first one is
13:51dialing in your offer.
13:53Now, the offer is really, really
13:55important. When I say offer, I don't
13:56mean
13:57uh like having a discount or having a
13:59promotion. What I mean is how we're
14:01presenting your product in such a way
14:02that it's an irresistible offer, that
14:04someone looks at the product and says,
14:06"Oh my god, I need that. Hell yeah, I'm
14:07going to buy it." That's the first part,
14:09because if we don't get the offer right,
14:11then everything gets really hard. If the
14:13offer is great, then marketing gets
14:15easy, everything gets easy. So, it's
14:17important to dial that offer in.
14:19The second thing we need to do is we
14:21need to implement optimization ongoing.
14:24Sorry about my writing again, but we
14:26want to make sure that in order to grow
14:29our business that we're getting 1%
14:30better every day. We're continually
14:32optimizing our business so that we're
14:34looking at the numbers, we know what to
14:36change, and we've got systems in place
14:38that are helping us do that.
14:39And then the third part of conversions
14:41is something that most people don't
14:43realize has the biggest impact on
14:45conversions, and that is having a great
14:47support system, okay?
14:49If you think about it, you've got a
14:51great offer and a great site, but
14:53there's no help, there's no refunds and
14:55exchanges, there's no one to ask
14:57questions. People aren't going to trust
14:58you or buy from you. So, support's
14:59really, really important. All right, so
15:01let me take you through the tactics of
15:03conversions that you can implement. From
15:05an offer perspective, we want to make
15:06sure that our offer is really well
15:08articulated and presented across our
15:10PDP, which stands for product detail
15:12page. And we also want to make sure that
15:14we're building out landing pages for our
15:16ads. So, the offer needs to have five
15:19signals on there, and there's specific
15:20signals that about in another I talk
15:22about in another video, so go look for
15:23that. But, um those five signals need to
15:26be on the page so that people will buy
15:27from you, okay? So, we have a system
15:29which we call the perfect product page
15:31that we install, and that's how we can
15:32turn the offer into a great PDP.
15:35The other thing we need to think about
15:37an offer is value. And value means that
15:39when someone comes to buy from you, how
15:41do we increase the amount they spend?
15:43So, rather than them just spending, say,
15:45$50, how do we make them spend 75? How
15:47do make them spend 100? Because if
15:49you're using paid ads, we want to make
15:51sure that we get as much money out of
15:52that ad spend as humanly possible. We
15:55don't need to actually change anything
15:56in our ads if we're getting people to
15:57spend more at the other end, right?
15:59We'll instantly double our ROAS if we
16:00double the amount of it spends with us.
16:02So, really important to get that value
16:03right. When it comes to optimization,
16:05the two areas we look at is do we have
16:07the right themes in place?
16:09And do we have the right apps?
16:11Does the store do what we want it to do?
16:13Is it easy for the customer to buy
16:15things from us? Is it easy for them to
16:17upsell? Is it easy for them to do
16:19subscriptions? Do we have the right apps
16:21and is the theme usable?
16:23If we get that right, then we can
16:24implement a system which we call CRO.
16:26And this usually only happens when
16:27stores are getting to that 60 to
16:29$100,000 a month mark. We usually don't
16:31talk about it in in the lower stores
16:32because we need to get our stability
16:34right before we move into scale. But,
16:36CRO stands for conversion rate
16:37optimization. And that is making sure
16:39we're continually pulling and tweaking
16:41and analyzing so that we make our store
16:43better every time. We don't tell startup
16:45stores to do CRO because they can't
16:46because you need the volume to do it,
16:48all right? But, CRO is super super
16:50important when getting to that
16:51million-dollar mark.
16:52And then when we go to support, the two
16:54areas we focus on and the two strategies
16:56you need to really implement is do we
16:58have a great customer experience or
17:00customer service system? And the reason
17:02this is important is money follows
17:04speed, right? We want to make sure that
17:05if someone has a question, they get it
17:07answered really fast or they can find
17:09the answer to a question easily. They
17:11want to know that if they send you a
17:12message on Instagram that you're going
17:14to respond to them or if they send you a
17:15message on email, you respond to them.
17:17Now, that's a challenge because as a
17:19brand owner building a lifestyle
17:20business, you don't want to be on your
17:21phone every day answering questions.
17:23This is where we can use AI to help us
17:24with that. Remember, money follows speed
17:26and people buy from people, so they want
17:28to make sure there's always someone
17:29there to help you out.
17:30Now, the final part of conversions and
17:32the support section is getting feedback.
17:36And this is in the form of say product
17:38reviews, it's in the form of comments on
17:40posts, it's in the form of surveys that
17:42we might do, but feedback helps improve
17:44your conversions because feedbacks tells
17:46us the things that people don't like and
17:48the things that people do like. And if
17:50we can amplify the things that people do
17:52like and if we can try and improve the
17:55things that they don't like, then our
17:56conversions will increase. Amazon once
17:58did a study where they tested listings
18:01on Amazon with product reviews, without
18:03product reviews, and they found that the
18:05conversion rate increased just having
18:06product reviews increased by like double
18:09literally overnight. So, we say to
18:11everyone, make sure you put product
18:12reviews on your store. It's a great way
18:14of getting feedback, but it's also a
18:15great way of increasing your conversion
18:17rate. Okay? So, now I want you to look
18:19at this and I want you to think about if
18:21there's one thing on this side in the
18:23conversions arm that you could improve,
18:26what would it be? And again, we only
18:27want to choose one in each of them,
18:28okay? So, we want to look at Okay, from
18:32our product page, if our conversion
18:33rate's low, then we need to work on our
18:34offer. You know, we need to increase our
18:36our product detail page. There's no
18:38point in even doing a landing page or
18:39anything like that. You know, are people
18:41spending say less than $50? Then we need
18:42to think about our average order value.
18:45You know, does our theme do what we want
18:46it to do? Should we focus on that? Is it
18:48easy to give people customer service? Is
18:50it hard? Am I getting back to people
18:51fast? I want you to choose two to three
18:54things in this conversion world and
18:56they're the things you're going to work
18:57on.
18:57And then as always, we start to
18:59implement an AI layer over the top of
19:01this. You know, under PDP, we actually
19:03have a perfect product page skill from
19:05Claw that we implement that will build a
19:07PDP for you, okay? Themes and apps, we
19:09can connect Claw directly into Shopify
19:11to edit themes for us. That's killer.
19:13And then from customer service, you
19:15could use an AI agent to do the customer
19:17service for you. So we're going 80% AI,
19:2020% human. The first pillar when scaling
19:22your business is understanding your
19:24numbers.
19:25Every business needs to know the numbers
19:27intimately. If you don't know your
19:29numbers, then it's going to be
19:30impossible to scale. You can drive as
19:31much traffic and convert as many people
19:33as you like, but if you don't know the
19:35numbers behind your business, and I'll
19:37talk about what they are in a moment,
19:38then it becomes impossible to scale.
19:40You'll just run out of money and you'll
19:41go broke, right? So we need to
19:43understand our numbers really, really
19:45well. When we understand our numbers, we
19:47can then put in place a plan on how
19:49we're going to grow, okay? If you don't
19:50have a plan, how are you going to get
19:51from one stage to the next to the next
19:53to the next? Because without a plan or a
19:55road map like we're going through today,
19:57you're just flying blind. So a plan is
19:58really, really important. And the final
20:01part, once we get all this right, we can
20:02then think about how do we expand? Now
20:05I've seen a lot of brands who try to
20:06expand too early. They don't know their
20:08numbers, they don't have a really good
20:09acquisition funnel, they're not
20:10converting very well, and they go to
20:11expand and just compounds a bad
20:14business. With this road map is we build
20:16a great business and then we turn the
20:18dial on expanding, okay? No point
20:19expanding unless you have the
20:20foundations done right. So let's break
20:22down these into the strategies in each
20:24one and you can see where you're at. So
20:26from a numbers perspective, the first
20:28thing we need to think about is your
20:29economics.
20:32And that is understanding your unit
20:34economics, your margins, your cost of
20:36goods, your overheads, your variable
20:38expenses, everything that goes into
20:40running your business. Because we need
20:42to know this so that we know how much we
20:43can invest in acquiring customers. We
20:45need to understand, you know, how much
20:47our stock costs us, how much we can
20:48spend on ads, all those sorts of things.
20:50If we don't know our economics, then
20:51we're just absolutely flying blind. And
20:54if we don't get that right, then the
20:55second tactic is going to be even
20:56harder, and that is managing your cash
20:58flow.
21:00You see, an e-commerce business is a
21:01cash-eating monster. We need to buy
21:03heaps of stock, we We to put it in a
21:05warehouse, and we hope it sells. And
21:07sometimes our stock sitting on the water
21:08for 3 months, and all our money is tied
21:11up, and we need to sell the stock to pay
21:12for the stock. Because cash flow is
21:14really, really important. So, we need to
21:15get that right.
21:17Once we get that right, then we can make
21:19sure we have a plan on how we're going
21:20to grow. And a plan uh comes in two
21:22ways. The first one is our marketing
21:24plan.
21:25And a marketing plan isn't basically
21:27spend more money on ads or send more
21:29emails. What am I doing this month to
21:31get people's attention? What activity is
21:33different to what I did last month to
21:35stimulate a new market? Okay? That's
21:37what a marketing plan is.
21:39The second plan you need to put in place
21:41is your growth plan. And that is what
21:42we're basically going through today. And
21:44by the end of here, you're going to have
21:45your growth plan. But it's understanding
21:47which of these parts of the road map do
21:48you need to implement to grow your
21:50business? Do we need to do a different
21:52traffic source? Do we need to, you know,
21:53improve our product page? Do we need to
21:55install customer service? That's our
21:57growth plan. Because we can't do all of
21:59those at one time. But if we create a
22:00plan of when we're going to do which
22:01one, then that's how we actually start
22:03to grow our business. It's pragmatic.
22:05It's not all at once, okay?
22:07And then we want to expand, we expand
22:09using two strategies. The first one is
22:11expanding our team.
22:13Okay? Because success is a team sport.
22:15We need to hire people around us. Not
22:17lots of people, but just the right
22:19amount of people to help us grow. And we
22:21usually hire for two reasons. The first
22:23reason we hire for is getting our time
22:25back. So, we hire people for low-value
22:28tasks like customer service and product
22:29fulfillment, right? They're tasks that
22:31anyone can do. And then what we do is we
22:33might hire for skill.
22:35Or we could use AI to do the skill for
22:37us, okay? But that helps us expand
22:39because it means that we're not doing
22:40everything, and other things or people
22:42are doing things for us, okay?
22:44And then the final part of expansion is
22:46how we're going to fulfill and get our
22:47products in front of more people.
22:49So, are we going to sell more products
22:51or different types of products? Are we
22:52going to sell in more places? Are we
22:53going to sell to more people in more
22:55regions? All those sorts of things,
22:56okay? That's where we increase our
22:58fulfillment.
22:59So, now I want you to look at this just
23:00like you did in the traffic and the
23:02conversion side of things. I want you to
23:03choose two to three things in here that
23:06if you worked on right now, your
23:07business would get better. Okay?
23:10So, it could be understanding your
23:11economics a little bit better. It could
23:12be putting in a growth plan. And it
23:14could be, you know, hiring someone to
23:16free up some of your time. Okay?
23:18And then as you guessed it, we will
23:20sprinkle some AI in. So, from the
23:21economics piece, we actually have an
23:23e-commerce scorecard that you plug all
23:24your numbers in and it will spit out the
23:26right economics for you. Okay? We have a
23:29marketing engine like a marketing agent
23:30that does the marketing for you. And
23:32then team, well, hey, we're just going
23:33to put AI agents in that are going to
23:35help you out, right?
23:36So, if we zoom out a little bit, this is
23:38currently the road map. Now, it looks a
23:39little bit crazy, right? We look through
23:41here and we go, "Oh jeez, my brain's
23:43going everywhere, Brendan. I'm jumping
23:44here, here, here, here, and I really
23:45don't know where to work."
23:47What I want you to do now is we're going
23:48to lay this out in a road map that you
23:50can implement. Okay? So, we have this
23:52here which is called a million-dollar
23:53lifestyle road map. And what we do is we
23:55work with you in our coaching calls and
23:57we we help build this out for you. But,
23:58hey, you give it a shot now yourself.
24:01Where it works, if you think about the
24:02stages that we showed before, we've got
24:04all these different stages here of
24:05growth. Okay? These are the different
24:07levels of revenue to help you grow. And
24:09then each of these levels of revenue,
24:11there's different strategies that you
24:12can put in play. Okay? So, if you're
24:14under that $30,000 a month mark, then
24:16this is all you should be working on.
24:18Don't think about all those other
24:19strategies. If you're getting a little
24:21bit up, then you start working on these
24:23things. And then you can start working
24:24on these things. But, we don't want to
24:26move up the ladder until we've actually
24:28completed these.
24:29Okay? We wouldn't go up to advance until
24:31we've done the other thing. So, what we
24:32do together is we look at this map and
24:34we go, "Okay, well, what do you think we
24:36should do first? Maybe we should dial in
24:37your offer first, then we will implement
24:40a marketing AI agent, then we might do
24:42ads, then we might do a perfect product
24:44page, etc., etc. Now, every plan is
24:46different for every store because you're
24:48all at different stages, you'll have
24:49different capabilities. So, this is
24:50where this road map needs to become
24:52custom and we roll it out based on your
24:54store. So, what I you you to do is look
24:56at this here and go, "Well, what is it
24:57that I need to implement now? What is it
24:59if I worked on and I got really good at
25:01that one thing my business would
25:02change?" I don't want you to do all of
25:04these things. Just do one or two things
25:06that just make your business that little
25:07bit better. And then every month we just
25:09tick off another one. We tick off
25:10another one. We tick off another one.
25:12And over time your business is
25:14compounding and just getting better. And
25:15this is exactly what we teach in the
25:16e-commerce Academy. So, if this sounds
25:18like something that you resonate with or
25:21you want to grow your business to that
25:23million dollars a year mark, then hit me
25:25up on Instagram or click the link below
25:26to apply to be part of the e-commerce
25:28Academy. And I look forward to chatting
25:30with you and helping you grow your store
25:32to million dollars a year and building
25:33that lifestyle business that I know you
25:36want.

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