Marketero · Entrevistas
54.1% of People Who Try This Make their 1st Dollar Online
41 ideas de marketing sacadas de «54.1% of People Who Try This Make their 1st Dollar Online», de Alex Hormozi. Sobre todo de canales de adquisición…
- 41 ideas despiezadas
- Fuente Alex Hormozi
- Dura 1 h 05 min
- Publicada en 2024
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Oferta y precioSu jugada habitual para conseguir clientes es identificar lo que el resto del mercado cobra, hacerlo mejor y darlo gratis. Es el playbook que aplico al montar los School Games.
something more than just try this out. Right. And so we're like, well, what if we gave away what everyone else charges for? Which is usually my like go-to, like how do I, how do I look at what everyone else charges for? Make it better, make it free. Like that's been my, I'll write that process out. Like look what everyone else is charging for, make it better, make it free. All right. Like if you want to get customers, that's the playbook. Now, so with the school games, what we did was I said,
Escúchalo en el minuto 19:07
Antes de la llamada con el influencer, entrevista a cinco de sus seguidores
Canales de adquisiciónEl paso previo a proponer la sociedad es mandar DM a quienes comentan las publicaciones del influencer, hacer cinco entrevistas grabadas preguntándoles qué comunidad querrían, y llegar a la llamada con un deck: las fases de lanzamiento y lo que ya dijeron sus propios clientes. Que sepas algo de su audiencia que él no sabe lo fascina. Prometer que vas a trabajar duro no convence a nadie; llegar con ese trabajo hecho…
their stuff. Get on the phone with them. Say, hey, what kind of community would you want? Take the notes. Record the call. If you do five of those interviews and then you hop on that call with that influencer and you say, hey, I made this deck. Do you mind if I show it to you? They're going to be like, you made a deck about my business? And they're like, yeah. I can walk you through kind of the strategy. I was thinking about like the phases roll out that we could do and what I've already talked to your customers about what they want. They're going to be fascinated by the fact that you might…
Escúchalo en el minuto 1:00:43
Golden ratio: quienes refieren dividido por quienes se van
Medición y experimentosEl crecimiento pasivo de un negocio es el porcentaje de clientes que refieren a otro cliente cada mes dividido por el porcentaje que se da de baja. Si el 10% refiere y el 10% se va, el negocio se queda igual; si refiere el 20% y se va el 10%, se duplica en cada intervalo sin importar su tamano. Funciona igual en producto fisico, software y servicios.
you through it. So there's something that I call the golden ratio in business. You have the percentage of customers who refer customers and the percentage of customers who exit. So these people exit, these people refer, and if the percentage of people who leave every month, so this is point one, so 10%. All right, I'll put these percentages rather than decimals. There you go. Bear with me. If 10% of my customers refer me a new customer every month and 10% leave every month, then my business will stay the same. Now, if 20% of my customers refer me a customer every month and the same 10% exit…
Escúchalo en el minuto 9:44
Canales de adquisiciónSi el primer influencer dice que no, en la llamada con el segundo le enseñas el trabajo que hiciste para el primero como ejemplo y después el suyo; con el tercero, los dos anteriores más el suyo. Cada no te va dejando un portafolio, y como lo vas a mostrar tienes incentivo para que sea excepcional. La única forma de perder es no hacer el trabajo.
up for that. Now, and here's the caveat. What if influencer number one says no? You do it again. And when you get on the phone with influencer number two, guess what you do? You show the thing you built for influencer number one as an example. And then you show theirs. And if they say no, what do you do? When you go to influencer number two, you show the stuff from influencer number one and number two. And then you show theirs. So you're actually building out a portfolio of stuff, but you have an incentive to make it exceptional because you're not going to present it to somebody. So like, you…
Escúchalo en el minuto 1:01:32
Copia el layout en el que convergen Amazon, Zillow y Airbnb
ConversiónLas grandes plataformas acaban todas con la misma ficha: un video, un carrusel de imagenes, resenas, boton de compra y un punado de bullets del producto. Tienen mas datos de trafico y conversion que nadie en la tierra y lo hicieron asi por algo, asi que conviene copiar esa estructura en vez de inventar una.
in terms of difficulty for somebody who's starting out. Interestingly, it's like, if you look at Amazon, look at Zillow, you look at Airbnb, they almost all more or less converge at the same overall layout. You've got a video, right? You've got a video. You usually got a carousel of images. You've got, you've got some reviews for the thing. You've got a buy button. And then usually a handful of bullets about the product. Almost all of the pages look like that. And so, by the way, if you're going to build something, maybe something to consider that those guys have more traffic and conversion…
Escúchalo en el minuto 27:52
Canales de adquisiciónNo hay que tirar fuera de tu liga: si nunca hiciste esto, ir por una cuenta de cinco millones no es buena idea, mientras que una de 50.000 a 150.000 con engagement real, no comprado, sí lo es. El truco adicional es elegir a alguien a quien ya sigues y te gusta, porque entonces no tienes que fingir nada al hablar con él y puedes referirte a cosas concretas que publicó.
don't think, this is a key point, I would not shoot outside of your league. All right? Like, if you've never done this before, I wouldn't say go after a five million person account. I just don't think that's a smart idea. But I think if you go after a 50 or 100,000, 150,000 person account, and to be clear, you want to make sure they're getting engagement. It's not like bought account or whatever. But you want a real person who, and like, you want to know the real secret? Go to somebody you already follow. Go to somebody you already like. Because then you won't be BSing when you talk to them…
Escúchalo en el minuto 1:02:08
Estrategia de contenidosPara cubrir la parte de contenido exclusivo, Hormozi escribe unas dos veces al mes un artículo largo en el feed de su comunidad sobre un componente concreto: cómo plantearía los anuncios, o un guión listo para salir a conseguir socios. Ese mismo texto se reutiliza después en formato email como newsletter, sin trabajo adicional.
even more value. Now the content can also be in feed, meaning you can just write articles. So in the school games, I prefer to be written. And so I actually write long articles, like probably two times a month, on one component of the school games. Like, hey, if you're using ads, this is what I would consider. If you're getting partners, here's a script that I wrote for you guys to go get partners, right? So that would be content. And then events is that you meet people together, like that one's pretty self-explanatory. In the newsletter, you can actually just take some of this content, put…
Escúchalo en el minuto 47:14
Estrategia de contenidosPara cubrir la parte de contenido exclusivo, Hormozi escribe unas dos veces al mes un artículo largo en el feed de su comunidad sobre un componente concreto: cómo plantearía los anuncios, o un guión listo para salir a conseguir socios. Ese mismo texto se reutiliza después en formato email como newsletter, sin trabajo adicional.
even more value. Now the content can also be in feed, meaning you can just write articles. So in the school games, I prefer to be written. And so I actually write long articles, like probably two times a month, on one component of the school games. Like, hey, if you're using ads, this is what I would consider. If you're getting partners, here's a script that I wrote for you guys to go get partners, right? So that would be content. And then events is that you meet people together, like that one's pretty self-explanatory. In the newsletter, you can actually just take some of this content, put…
Escúchalo en el minuto 47:14
Mensaje y copywritingSi no tienes clientes ni reputación, el pitch es: empecé esto con la intención de no tener muchos clientes, quiero un socio y le voy a dedicar todo lo que tengo; cualquier otro te va a repartir con más cuentas y te va a poner un representante, conmigo tienes mi celular, hablamos todos los días y construyo esto yo mismo. Cada posición tiene su ventaja y su desventaja: la del grande es el sistema, la del pequeño es la…
And so if you're getting in, even if you have zero customers, here's what I would say. I would say, listen, I don't want, I started this with the intention of not having lots of customers. I want to find a partner and I'm going to devote everything I have to just this. Anybody else is going to split you and you're going to be an account to them. You'll get a rep. But with me, it's just me. And I'm going to build this whole thing myself. Like you'll have my cell phone. We'll talk every day. We can do
Escúchalo en el minuto 59:55
Echa gasolina solo cuando refieren mas de los que se van
Canales de adquisiciónMientras el producto no genere mas referidos que bajas, la publicidad solo sirve para rellenar un balde agujereado. El momento de invertir fuerte en dar a conocer el negocio es cuando ese ratio ya es mayor que uno, porque entonces la duplicacion ocurre sobre una base de clientes cada vez mayor.
understand how to build a good product. Now, once you have a company that does this and does have more people who refer, then leave every month, that is when you, this is a flame, that's when you pour gas on this thing and you say, okay, now I want to tell the world about it so that that number of doubles, it just goes dot, and then it doubles off the chart. And then you add even more and then doubles again off the chart because you're just increasing the N as fast as you can so that the doubling happens on a bigger amount of customers. So when I saw schools metrics, I was blown away.
Escúchalo en el minuto 11:19
Lo que la gente sí paga en una comunidad: acceso, contenido exclusivo y eventos
Retención y relación con el clienteLos tres elementos con mayor disposición a pagar dentro de una comunidad son el acceso exclusivo (poder preguntar y que respondas por DM, en el feed o en llamadas con cadencia fija), el contenido exclusivo que no está en público (cursos, formaciones, material extra) y los eventos, sobre todo presenciales. Los eventos fueron el hallazgo que más sorprendió: la gente de una comunidad quiere encontrarse en persona.
So that means Q and A's, talking to experts, they want to be closer. Think proximity, either digitally or in person, but just for the sake of this conversation for digital community, it's like they want to be able to ask you questions. And so that means like they post and you respond, or you hop on a call and you respond, any of those things would count. So number one was access. Number two was content, meaning they like some of the stuff that you put publicly, they just want more of that stuff privately that they can't get somewhere else. And so you have exclusive access, exclusive content…
Escúchalo en el minuto 46:02
ConversiónLos School Games duran 30 dias y los primeros 14 son gratis, para que quien vea que no le encaja pueda salirse sin coste; quien termina compite por un premio, ya que los diez mejores viajan a Las Vegas. Regalar la mitad del reto baja el riesgo de entrada y el premio final sostiene la finalizacion.
misrepresentation would be the correct word for that. So we do all that stuff. And we said, we'll make it 30 days. And so I'll give you the business explanation by this. So we did 14 days for free in a 30 day games. That way people have two weeks. If they're like, you know what, this isn't working for me, they can dip out. If they do think it's working for them and they finish the games, then they can, the top 10 people fly out to Vegas and we help them grow their, communities and, learn from them, see how we can make the product better,
Escúchalo en el minuto 21:36
ConversiónEl mismo libro vendido en su propia pagina de Shopify convierte entre el 2 y el 3%, lo normal en ecommerce, mientras en Amazon convierte al 30%: diez veces mas eficiente. La diferencia no esta en la pagina sino en la confianza que el comprador ya tiene en la plataforma.
Amazon has. And I put this on there, but here's an interesting stat for you. So I have a book, I have multiple books, a hundred, a hundred million dollars, a hundred dollars offer, some of my other leads and another one coming out soon. Um, and so my Shopify page converts at like two to 3%, something like that, which is like fairly standard for e-commerce. My Amazon page that has the same book converts at 30%. So 10 times as efficient in terms of converting. Now,
Escúchalo en el minuto 26:29
Preguntarse qué declaración de identidad acompaña a tu producto
Marca y posicionamientoUna pregunta útil para cualquier dueño de negocio es hacia qué estilo de vida está llevando a su gente, y cuál es la frase yo soy que va con su producto: yo soy músico, yo soy alguien fit, yo soy autor. Alrededor de esa etiqueta vienen horarios, herramientas y formas de practicar. Si construyes una comunidad con gente que se identifica con esa misma etiqueta, la conexión es mucho más profunda.
And so a useful question for any business owner is like, what lifestyle am I bringing people towards? And so if I were teaching music, there's a musician's lifestyle. There's probably a way that they schedule their time. There's tools that they use. There's ways that they practice. All of those things go along with the identity that someone would have as a musician, as somebody who's a fitness person, as an author, right? And so one of the great business strategies is think like, what is the I am statement that accompanies my product? So like I am A, and then what comes along with that? And…
Escúchalo en el minuto 49:12
Cruzar el primer dólar antes de pensar si el negocio será vendible
Estrategia y decisiones de negocioA quien está empezando la recomendación es no preocuparse por si el negocio será un activo vendible y simplemente conseguir que el primer dólar cruce el puente. En hacerlo se aprenden tantas habilidades que los siguientes pasos se aclaran solos, y es lo que evita el bloqueo por sobreanálisis del arranque.
and you'll get how much money you're going to make in terms of income. But I would say this is that if you're trying to get going, don't worry about that. Get the first dollar across the bridge. You'll learn so many skills in just doing that. The next steps will become clear to you once you take the first steps. Because it's really easy to get overwhelmed in the beginning. Just get the
Escúchalo en el minuto 52:26
Las cuatro cosas por las que cobra el sector de la formacion
Oferta y precioAl desmontar lo que vende el mercado de la formacion online aparecen cuatro componentes: llamadas de coaching, es decir ayuda experta; cursos, formacion autoservicio; comunidad, el apoyo de otros que hacen lo mismo; y codigo o herramientas. Es el inventario que hay que revisar antes de armar una oferta.
okay, what, what does everyone else give away? Oops, school games. Well, most people have like coaching calls, whatever you want to call it. So people charge for that. They have courses, right? They have courses they put inside. All right. And they charge for that. They have a community. These are all C's. That's kind of nice. They have a community that they have involved there. And then I want to have another one. So I'm going to, I want to keep it to C's. But so they have code, which is realistically, they have tools, right? So they have tools that they give people, right? And so it's like…
Escúchalo en el minuto 19:31
Filtro: si deja de anunciarse, deja de crecer
Medición y experimentosAntes de invertir en un producto o de promocionarlo, Hormozi comprueba que crezca solo. Si la unica via de crecimiento es la publicidad y al apagarla el negocio cae, no le interesa: quiere crecimiento pasivo.
major decision that you have to make in your life. And so why school particularly? One of my big litmus tests for something, a product that I'm going to promote is that I want it to grow on its own. Meaning, if the only way that a company grows is that it advertises, and when it stops advertising, it goes down, I don't like that. I like to have passive growth. And so let's go over here and I'll walk
Escúchalo en el minuto 9:20
Estrategia y decisiones de negocioEn una sociedad quieres a alguien tan obsesionado con lo suyo como tú con lo tuyo, pero no con lo mismo: si ambos se obsesionan con lo mismo, uno de los dos sobra. Las tres venas que hay que cubrir en cualquier negocio son producto, promoción y personas; no hace falta repartir la propiedad en tercios ni que sean socios, puede ser un empleado excepcional, pero esas funciones tienen que estar cubiertas para que el…
vertical. And I think from a partnership perspective, that's what you want, is that you want someone who's as obsessed with you, sorry, as obsessed with whatever they're good at as you are with whatever you're good at. What you don't want is somebody who's as obsessed with the same things as you are because then one of you isn't necessary. And so perfect partnerships, typically there's three big veins in a business. You've got product, you've got promotion, and you've got people. And so you want somebody who represents all three of those. Now, to be clear, the equity distribution doesn't need…
Escúchalo en el minuto 56:07
Los datos de consulting.com: compraban el curso pero vivían en el grupo
Retención y relación con el clienteSam, dueño de consulting.com, miró los datos de uso y vio que la gente compraba el curso, entraba, veía un puñado de videos y pasaba el resto del tiempo en el grupo: ahí publicaban, preguntaban, hacían casi todo. La comunidad era el producto real y el curso lo secundario, pero toda la industria estaba construyendo el curso. Invirtió la prioridad y puso la comunidad como el centro, con lo demás integrado alrededor.
become school, is that when he looked at his user data, he saw that people would buy a course. But they would log in, they'd watch a handful of videos, and then they would spend the rest of their time in the group. And so they would make content in the group, they'd ask questions in the group, almost everything. The community really was the group, way less so the course. But everything that was out there was focused on building the course rather than the community being the core component. And so he flipped the priority and said, well, what if we made community the main thing, and just had…
Escúchalo en el minuto 48:11
Para ganarle al gigante basta con saber una sola cosa mejor
Marca y posicionamientoUn competidor pequeno no necesita ofrecer mas cursos que Harvard: le basta con dominar una sola cosa mejor que como la ensena el grande, o ensenar algo que el grande ni siquiera toca. Entre el profesor generico numero seis de una universidad media y el mayor ceramista de Instagram, la gente elige al segundo.
Um, and the reason that the smaller competitor can beat the larger competitor right now is two main things. Well, I'll say three. One is to beat the larger competitor, you don't have to offer more classes than Harvard. You just to have, just have to know one thing better than how they teach that one thing or whether they teach it at all. And so if I am the best pottery maker and I have a whole Instagram or social media or YouTube channel, whatever of me making these insane pots, who are they going to, who are people in general going to want to learn from? Just generic teacher number six at…
Escúchalo en el minuto 39:14
Matriz de cuánto le importa al cliente contra cuánto pagaría por ello
Oferta y precioProfitWell hizo una encuesta a 14.000 negocios para ver qué funciones tenían la mayor disposición a pagar. El resultado se ordena en una matriz de dos ejes: lo que le importa mucho al cliente y además está dispuesto a pagar es donde hay que estar; lo que le importa pero no paga hay que hacerlo igual, como la proteína en un stack de suplementos, porque se da por descontado; y lo que no le importa ni paga no se hace.
little tactical nugget here. All right. So ProfitWell, which is owned by a buddy of mine who just sold it for $250 million, did a really cool 14,000 business survey of what were the features that people were buying that had the highest willingness to pay. So WTP is willingness to pay. And then, I can't remember what these four were. But basically they looked at all these different features that people had in communities and which ones people wanted to buy the most versus things they thought were par for course versus things that they didn't really care about at all. And so it's kind of like…
Escúchalo en el minuto 44:18
Dos tipos sin audiencia se aliaron con un influencer de 50.000 seguidores
Canales de adquisiciónManx y Fahad no tenían ninguna presencia en redes, así que contactaron a un influencer de 50.000 seguidores y le ofrecieron hacerlo todo: editar sus videos, guiarlo, grabar, montar los CTA, crear la comunidad y gestionarla. Lo llevaron de 50.000 a 3 millones de seguidores y en su primer mes de competencia sumaron entre 40.000 y 50.000 dólares de ingreso recurrente, quedando terceros.
two guys, Manx and Fahad, who came in, I think, third or third last time. And neither of these guys have social media presences at all. But they reached out to an influencer that had like 50,000 followers and they said, hey, we'll do everything. Like we'll edit your videos, we'll prompt you, we'll record it, and we'll do the CTAs, we'll do everything. And we'll make this community and we'll manage it. And they grew him from 50 to 3 million. So they're good at what they did. And they also started the school games in the first month they made. They added like 40,000 in recurring revenue or…
Escúchalo en el minuto 57:40
El primer dolar es conviccion, no tecnica
Estrategia y decisiones de negocioGanar el primer dolar online tiene poco que ver con el dinero y casi todo con salir de la propia cabeza, por eso mucha gente que quiere emprender se atasca antes en el desarrollo personal, el miedo al rechazo y la busqueda de su pasion. Su consejo va al reves: gana un dolar y ya estas en el negocio.
Here's another C for you. Builds their conviction. Because in the beginning, making your first dollar online, so little of it has to do with making their first dollar. And so much of it has to do with getting out of your own head, which is why a lot of people are trying to get into business. Start with personal development first, because they have to get through all their fears of rejection and why their dad didn't love them and why they're doing this to begin with. And what's my passion? Blah, right? All you got to do is make a dollar and then you're in business.
Escúchalo en el minuto 20:19
Crear la universidad que un nicho no tiene
Investigación de mercado y clienteNo existia ninguna universidad para duenos de gimnasios, asi que Hormozi construyo esa formacion especifica, partiendo de que estudiar como llevar un gimnasio da mucho mas dinero que estudiar administracion y luego abrir uno. A los 27 anos ese hueco le dejo 16 millones de dolares de ingresos.
I'm really familiar with this model. Like there is no university for gyms. And so I did my best to create that university for gym owners. Because if you went to school for being a gym owner, you'd make a heck of a lot more money than if you just went to school for like business and then opened a gym. I have lived through this huge shift in wealth because like I started, I think when I was 27 years old, I think we took home $16 million in income just capitalizing on this trend. And so
Escúchalo en el minuto 5:56
La mitad de la audiencia es internacional y solo un producto digital la puede atender
Canales de adquisiciónAlrededor del 50% de la audiencia de Hormozi está fuera de Estados Unidos; con un producto físico limitado a su país habría descartado a cerca del 70% de la gente a la que podría ayudar. Cualquiera que haga contenido en internet tendrá parte de su audiencia fuera, y una comunidad permite monetizarla sin fronteras, aranceles ni impuestos de importación mientras compartan idioma.
So we have right now 50% or something like that of our total audience is international. And so having something that could also service all of those people was a huge, a huge boon to why this also made sense for me. Versus like if I had a physical product thing and we were only in the U.S., then I would automatically cut out probably 70% of the people that I could potentially help. Oh, and this is, yeah, and a great point too is that if you make content on the internet, for example, as a way to get customers, you will also have a certain percentage of your audience that is international. And…
Escúchalo en el minuto 52:52
Una comunidad montada sobre la cara del fundador arrastra riesgo de hombre clave
Estrategia y decisiones de negocioPara vender un negocio hay que demostrar que es un activo que funciona sin ti. Una comunidad construida sobre la figura del fundador tiene exactamente el mismo problema de hombre clave que cualquier negocio personalista, así que quien piense vender algún día tiene que construirla distinto desde el principio.
that or not. From a selling perspective, if you wanted to have like a big exit in a business, you have to prove that you have an asset that is sellable that works without you. Now a school community or community in general, if it's built off the face of a founder, is going to have the same issues of key man risk that any business that is built on a founder would have. And so you would have to build a school community differently if you had that intention.
Escúchalo en el minuto 50:25
Estrategia y decisiones de negocioCon las mismas cifras, 10 millones de facturacion y 3 de beneficio, un negocio de servicios vale unos 15 millones, uno de ecommerce unos 20 y uno de software entre 100 y 200, porque el software se valora a 10-20 veces facturacion. Duplicar cada uno crea 15, 20 o 200 millones de valor: por eso importa donde se pone el esfuerzo.
highlight more than the individual numbers. All right. But if a business again is $10 million top line and $3 million of profit, let's say they might get somewhere between 10 to 20 X their top line. And so this might be somewhere in the neighborhood of $100 to $200 million. Now let's say I doubled this business and we go from $200 to $400 million. Well then we created $200 million in value. So we created $15 million by doubling this one, $20 million by doubling this one, $200 million by doubling this one. So if you're going to put effort somewhere and it's the same amount of work,
Escúchalo en el minuto 15:14
Canales de adquisiciónEvelyn, que gestiona mas de 11.000 miembros de pago propios y mas de 20.000 junto a su socio, cuenta que Facebook limita su alcance a una media de 300 de los 6.500 miembros de su grupo mayor. Ademas no integra pagos, asi que necesita un equipo dedicado solo a detectar y expulsar a quien deja de pagar y a dar soporte escrito 24 horas.
much community management costs you save when you use school versus a Facebook group. For context, in my own communities, we manage over 11,000 paying monthly members and combined with my other business partner, over 20,000. Because there is A, no payment integration, and B, Facebook restricts our paid reach down to an average of 300 out of 6,500 members in our biggest group. So you have this group of people and you can't actually reach them. That sucks. But that's the prevailing, that's like what's currently out there. And if you want to have payments, it doesn't integrate with anything. You…
Escúchalo en el minuto 30:24
Vender la solucion a un problema que el cliente aun no tiene
Mensaje y copywritingEs la peor posicion desde la que hacer marketing: nadie sufre todavia ese problema, aunque lo sufrira si le va bien. Es como avisar a quien quiere adelgazar de que tendra que cambiar todo su armario; sigue tan centrado en perder peso que no piensa en lo siguiente.
she can say it better than I can, is that if you actually want to have a business, and this is the hard part about being a beginner, is that if you actually are successful, then you will run into new problems later. And so school, like for me as a marketer, this is the worst position to market from because no one is suffering from the problem yet, but you will suffer from the problem if you actually win. It's like if you lose weight, you're going to have to change the clothes out of your wardrobe because nothing's going to fit anymore. But people are still so focused on losing weight that…
Escúchalo en el minuto 33:40
No hay bala de plata: hay cien perdigones de oro
Estrategia y decisiones de negocioEl crecimiento explosivo casi nunca viene de una sola palanca, sino de dos a seis factores que se alinean y se multiplican entre si, el efecto Lollapalooza que describe Charlie Munger. Buscar la unica cosa que lo arregla todo es la falacia de la bala de plata.
there's multiple things that are aligned in the same direction. And so Charlie Munger talks about this. He calls it the Lollapalooza effect. And so usually when you get these massive, explosive growth opportunities, it's not because of one thing. So a lot of people want to have a silver bullet. So it's kind of like a silver bullet fallacy. It's thinking that there's this one big thing that if we just do that, then everything else will work. And more times than not, it's the 100 golden BBs, no silver bullets. It's two, three, five, six things that all have an incremental boost, but when you…
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Hoy se arriesga menos que nunca para emprender, pero se trabaja igual
Estrategia y decisiones de negocioEn 1924 había que ahorrar quince años, tener casa e hipotecarla para pedirle al banco dinero con que abrir una panadería; si quebrabas lo perdías todo y quedabas marcado como un fracaso de por vida. Hoy el riesgo de montar un negocio digital es lo que cueste la plataforma, del orden de 99 dólares al mes. Lo que no bajó es el trabajo: hace falta el mismo esfuerzo, solo que arriesgando mucho menos.
thing about this is that it's, the irony is that it's never been lower risk to start a business than today. And so if you rewind 100 years in 1924, you would have had to save for 15 years, have a house, use your house as leverage to go to the bank and say, will you help me start this bakery? And then the bakery had real cost. And if you went out of business, you went bankrupt, you lost your reputation, and then that was it. You'd be known as a failure for the rest of your time. Now, because of that, the stakes were higher, people tried way harder, but fewer people did. And so the trade is…
Escúchalo en el minuto 42:15
El creador nuevo gana por especificidad, no por escala
Investigación de mercado y clienteEl creador independiente le gana a la institución grande porque su contenido es más específico y más profundo, y puede mostrar pruebas de que es el mejor en ese nicho. Además, producir el entregable (curso, llamadas, educación digital) y distribuirlo cuesta prácticamente cero, así que la barrera de entrada se reduce a juntar unas pocas herramientas tecnológicas.
creator can win because their content will be more specific and deeper and they will have proof and evidence that they are the best at it. The cost of creating that content and or the deliverable, which is now digital education, courses, calls, whatever, is also free. And the third one is that the cost of distributing that is also free. And so the barrier to entry is pretty much just the
Escúchalo en el minuto 41:47
Una comunidad para talleres mecánicos que factura casi 50 millones al año
Investigación de mercado y clienteUn conocido de Hormozi que tiene diez talleres mecánicos propios y ha hecho varias compras de negocios montó una comunidad para dueños de talleres: factura algo menos de 50 millones de dólares al año, todo recurrente, y crece cada año. La clave es que es un operador legítimo, no alguien que enseña porque no supo hacerlo; con experiencia de nicho de alto valor la gente se queda y sigue pagando.
acquaintance of mine who has a business that services mechanic shops. So really niche. He's got 10 locations. So he knows what he's doing. He's not somebody who like started one, wasn't making money than to started. Like those who can't do teach. He didn't go that model. Like he has 10 locations. He's legit. He's done a handful of roll-ups, like a very legitimate player. And because he is legit, he has a business that does, I think just under $50 million a year, all on recurring community. Right? And so if you have a niche expertise that has super high value and compared to everything else in…
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Precio unico y plano mientras el objetivo sea crecer
Oferta y precioLa plataforma cobra 99 dolares al mes sin escalones de forma deliberada: podrian montar varios niveles y ganar bastante mas, pero en esta fase el objetivo es la simplicidad y el volumen de usuarios, no maximizar el beneficio. Monetizar de verdad viene despues.
how school works and I'll explain how, uh, the school like hosts work. So school is just a $99 a month platform and longterm, that's not the monetization place. I just like to explain, um, where it is. So right now it's $99 a month. Um, and we keep it that way because we just want it to be simple. Like if we wanted to maximize profit, we would have lots of tears and we could do, you know, a ton of other things, believe me, to make more money with the system. That's just not the objective right now. The objective right now is to get as many students
Escúchalo en el minuto 23:22
Un ranking que mide ingreso recurrente nuevo y saca al que gana
Medición y experimentosLos School Games puntúan solo el ingreso recurrente añadido en el mes, no el acumulado, y quien gana queda fuera del ranking, así que los veteranos no lo copan. En marzo, cuatro o cinco de los diez ganadores habían empezado ese mismo mes: vieron un anuncio a fines de febrero y arrancaron el 1 de marzo.
not to push this too hard, but is that it's off of new recurring revenue, meaning it's not like, oh, these guys have been doing, you know, school for five years and they win every month. If you win, you get taken off, number one. And number two, it's based on the new added revenue. So you can start, and in fact, March of last month, I think four or five of the people who won started that exact month. Now, some people started a handful of months ago and then like took it seriously. They like went pro. Like they were like, this is the month I'm going to try and win. And they really pushed it…
Escúchalo en el minuto 53:54
A la peluquera nadie le pide el certificado
Investigación de mercado y clienteUna peluquera aprende a publicar en Instagram las clientas que atiende en su garaje y le llegan mas DM, mientras ni un solo cliente le ha preguntado por su certificacion. Esa habilidad se la ensena otra profesional por mil dolares, frente a dos anos y quince mil dolares de escuela: el ROI decide la compra.
And so if you're a hairstylist, you're like, well, you know what? The formal education thing doesn't matter because all I have to do is learn how to post on Instagram my clients that even I do in my garage. And I get more DMs for people who want me to do that. And not a single customer has ever asked me for what my certification was. Huh. So maybe this skill is more valuable than this skill. Huh. And this girl is willing to teach me how she does it for a thousand bucks. Whereas this school is two years and 15 grand. Well, the ROI is not there.
Escúchalo en el minuto 3:58
Investigación de mercado y clienteLa educacion formal se encoge un 6% anual, unos 50.000 millones de dolares al ano, mientras la educacion online y alternativa crece cerca del 20% anual, unos 40.000 millones mas cada ano. Las dos cifras casi se cruzan: el dinero no desaparece, cambia de bando.
So close to that. Now here's the really interesting thing about this. And this will relate to why I'm betting really big on school, or at least one of the reasons, is that this one is shrinking by 6% per year. Kind of interesting. This one is growing by about $40 billion per year. Now, that is because this one's growing at roughly 20% per year. So you've got this massive nut here that's shrinking by 6%, all right, which is about, what's the math here, about $50 billion is what it's losing every year. And we've got this other one that's gaining $40 billion a year and growing at 20%. So when I…
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234 miembros netos en un mes sin gastar en anuncios
Canales de adquisiciónTras participar en los School Games, la comunidad de Evelyn sumo 234 miembros netos en el primer mes sin publicidad, llegados todos desde la pagina de descubrimiento de la plataforma. Ese directorio funciona como un buscador: las comunidades se rankean igual que Google rankea paginas web, y el cliente lo genera la plataforma, no el dueno del grupo.
And so she says, honestly, this is so genius. Our community is now one of our, the community she built on school is our most profitable community because one, we don't run ads to it. At the moment, 234 members of net growth in the first month after playing the school games, all organically from school discovery page in this community. So one of the cool things about school is that it's a platform. And so what that means is that like when you have a community, this ranks in our directory of communities. And so just like Google ranks webpages, we rank communities. And so people will go to learn…
Escúchalo en el minuto 32:13
Medición y experimentosHormozi cierra con el dato que considera el más importante del negocio: el 30,4% de la gente que termina su primer mes en los School Games hace su primer dólar en internet. La oferta que lo acompaña es entrar gratis catorce días y desbloquear todas las grabaciones metiendo tres personas a tu propia comunidad.
your first dollar. And I will just repeat this one stat because I think it's the most important stat I think of the business right now is that 34, 30.4% of people who finished their first month the school games make their first dollar online. It's about as compelling as I can get. So check
Escúchalo en el minuto 1:05:37
Medición y experimentosDe las personas que completaron el primer mes de los School Games, el 30,44% gano su primer dolar online, casi una de cada tres. El dato lo tiene por ser copropietario de la plataforma y ver las cifras reales de todos.
you too, but this might interest you. So I got the stats from the first games. Um, and 30.44% of people who finished the first month of the games. So they, they went to 30 days, made their first dollar online. So just under one out of three people made their first dollar or more, obviously, um, who finished their first month after the school games. And that to me was like
Escúchalo en el minuto 22:10
Las comunidades más grandes de internet facturan entre 1 y 10 millones al mes
Investigación de mercado y clienteComo referencia del techo del modelo, fuera del sistema escolar existen muchas comunidades online facturando 1, 5 y 10 millones de dólares al mes. La receta que las sostiene es un solo dueño, distribución gratuita, un producto suficientemente bueno y mucho tráfico entrando hacia él.
this is a decent proxy, is if you look at some of the largest communities that exist in general on the internet, outside of school, you've got many, many communities that are at $1 million, $5 million, $10 million a month. And it's because you have a single player, free distribution, and basically as long as you have a good enough product and a ton of traffic to bring people into
Escúchalo en el minuto 43:47
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