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Business Owners: You NEED to Know This Number
22 ideas de marketing sacadas de «Business Owners: You NEED to Know This Number», de Alex Hormozi. Sobre todo de medición y experimentos, oferta y precio…
- 22 ideas despiezadas
- Fuente Alex Hormozi
- Dura 28 min
- Publicada en 2024
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Las ocho palancas para subir el LTV de cualquier producto
Oferta y precioPara aumentar el beneficio bruto de por vida solo hay un puñado de movimientos: subir el precio, bajar el costo de entrega, lograr que compren más veces, vender cruzado algo distinto (hamburguesa más papas), hacer un upsell a una versión mejor (de hamburguesa normal a wagyu), vender mayor cantidad (dos hamburguesas en vez de una), hacer un downsell que convierte un no en una venta pequeña, o vender una versión…
talk about how to improve it so I talked briefly about the LTV stuff which for the most part is going to be decreasing turn increasing price those are the things that are going to increase LTV and having additional cross selles and upsells I'll just give you the Highlight Reel of how to improve that you can increase the price you can decrease the cost of delivery you can get people to buy more times you can cross- sell them additional things so that's like if you buy a burger you buy fries you can upsell them a better version of the thing so instead of this burger you get a sirloin or wagy…
Escúchalo en el minuto 20:02
El LTV se construye de atrás hacia adelante y el CAC de adelante hacia atrás
ConversiónPara apilar LTV conviene pensar desde lo más caro hacia atrás, pero para bajar el CAC hay que empezar por el principio del embudo, porque ahí trabajas con porcentajes pequeños que sí pueden multiplicarse: un anuncio mejor lleva el CTR de 1% a 3%, mientras que ningún cambio llevará tu tasa de asistencia de 60% a 180% ni tu cierre de 35% a 105%. La excepción es un outlier claro contra el benchmark del sector: si tu…
everybody wants I'll give you an interesting monitor concept around this is that I build LTV back to front meaning I want to think about the most expensive thing and work my way backwards so that I can stack as much lifetime gross profit into my customers as I can I think about CAC front to back the reason for that is that I want to optimize the things in the earlier parts of the funnel because they affect a higher percentage of people you often working with smaller percentages at the onset and bigger percentages later and so I'll walk you through an example so if your ad gets shown to call…
Escúchalo en el minuto 24:12
Calcular el CAC sumando pauta, sueldos y comisiones sobre clientes nuevos
Medición y experimentosEl CAC es todo lo que gastaste en conseguir clientes dividido por los clientes conseguidos: sueldos de marketing, inversión publicitaria y comisiones de ventas. Si gastaste 10.000 en anuncios y 10.000 en nómina de ventas y marketing y trajiste 20 clientes, tu CAC es 1.000 dólares. Se puede mirar semanal o mensual, pero la lectura más fiel es la anual, porque promedia campañas buenas y malas y elimina la volatilidad…
out the CAC is actually very simple to understand it's just how much it cost you to get the customer and all you have to do here is just look historically you say okay over the last 30 days I spent this much on my marketing payroll I spent this much on my media the advertising dollars I spent and I spent this much on my sales team in commissions you add all that up and then you divide that by how many customers you got so if you spent $10,000 in ads and you spent $10,000 in payroll between sales and marketing your cost is 20,000 and if you had 20 customers then it'd be a th000 bucks a…
Escúchalo en el minuto 5:31
Busca la puerta de ducha de tu negocio
Oferta y precioUn socio de una empresa de vidriería residencial se separó y montó una cadena que hacía una sola cosa del catálogo: mamparas de ducha. Aunque el ticket era menor que el del vidrio a medida, mucha gente lo quería, el costo de entrega era bajo y un operario instalaba cinco o diez al día frente a los meses que tomaba un trabajo a medida, así que el LTV:CAC salía más alto y el negocio se volvía repetible. La misma…
further increase your leverage the last consideration that I'll bring up which is already factored into LTV is the operational efficiency so let me explain I had a business that we were looking at acquiring it was a chain of glass repair all right and they specifically focused people do with glass one of the partners from that business peeled off and started a chain only doing one thing in the entire product stack and so what he did was he did his homework he figured out that shower doors were a product that was very easy to sell people many people wanted it there was a huge market for people…
Escúchalo en el minuto 16:25
Medición y experimentosEl beneficio bruto de por vida se calcula tomando el margen por cobro y multiplicándolo por el número de meses que se queda el cliente, que es lo mismo que dividirlo por el porcentaje de churn: 2.000 dólares al mes con 20% de abandono dan 10.000. Quien lleva pocos meses operando y cree que no puede medirlo sí puede: toma los clientes con los que empezó el mes, cuenta cuántos siguen 30 días después (si de 10 quedan…
said okay it's $2,000 a month for our service and the average person's day is 5 months and I was like okay in other words they had 20% churn so you take the price divide it by churn which is 20% equals $10,000 so there two different ways of explaining it five months on average is $2,000 Time 5 is 10 or $2,000 divided by 20% turn is also 10 you have to know this stuff I know people don't like money math but I swear to God if you can't do this division you will literally never make money okay back to hypothetical metric and so I'll give you an example a lot of business owners who are younger or…
Escúchalo en el minuto 3:02
Elige la palanca que no genere arrastre operativo
Oferta y precioPasa cada producto por las palancas de LTV y pregunta cuál es la más fácil de implementar ya sin crear carga operativa. Con un libro: subir el precio y comprar volumen de impresión son inmediatos, repartir el stock en tres bodegas abarata el envío por cercanía, y pedirle a alguien que compre un segundo ejemplar cuesta muy poco esfuerzo, mientras que escribir un libro nuevo para vender cruzado es muchísimo trabajo…
check off those boxes okay if we did have our book How do we make this book make us more money well I can raise the price of the book I can try and buy volume of printing so that I can drive down the cost I can spread out the books between three different warehouses so that I can have cheaper shipping prices because it's closer to my customers those would be the first two price and then cost of goods I can cross- sell an additional book I can try to get somebody to buy more of this book can't really get someone to buy less of this book I could have a book lit or a summary version of of the…
Escúchalo en el minuto 21:57
Medición y experimentosCuando la gente dice lifetime value casi siempre está sumando ingresos: si alguien paga 1.000 dólares al mes durante cinco meses cree que su LTV es 5.000. El número que sirve es el beneficio bruto de por vida, o sea restar el costo de entregar el servicio o el producto, porque eso es lo único que se puede reinvertir o sacar del negocio. Los costos fijos (arriendo, gente que no participa en la entrega) no se restan…
Lifetime gross profit and so let me explain the difference most people say lifetime value and they think okay well somebody pays me $1,000 a month for five months that means their lifetime value is $5,000 no that's not the lifetime value you have to take out the cost of delivering on whatever service or good you have and then you have the lifetime gross profit because that is the profit that you'll be able to reinvest in growing the business or that you'll be able to take out as a business owner on though it's Revenue when it's really you have to look at the gross profit what's left over…
Escúchalo en el minuto 1:10
De 30:1 a 75:1 moviendo el programa caro al back end
Oferta y precioUna peluquera vendía dos cosas con publicidad propia: un curso de 2.000 dólares para enseñar extensiones, con un CAC de unos 67 dólares (30 a 1), y un programa de coaching de negocio de 15.000 con un CAC de 2.000 (7 a 1). En vez de anunciar los dos, dejó de pautar el caro y lo puso detrás del barato: el CAC del coaching pasa a cero y, si el 20% de los compradores del curso asciende, se le suman 3.000 dólares al LTV…
of things so number one is I had a business the other day that came to me and was saying hey I have two front ends for my business I it was a hair salon uh girl and so she was able to teach other hair stylists how to make extensions I think she was charging $2,000 or okay well what's the LTV to cek she had done her homework and so she said well this one we make 34 to1 meaning her cost to get somebody who wanted to learn how to get hert exensions or how to put hair extensions in it cost her like 30 or 40 bucks whatever the math is there on a $2,000 sale and so she had a $2,000 sale and so she…
Escúchalo en el minuto 12:55
Anuncia el producto con mejor ratio y apila el resto detrás
Oferta y precioCuando tienes dos o tres ofertas y no sabes cuál publicitar, no es una decisión de opinión ni de consejos de mentores: es un problema de matemática. Mira el LTV:CAC de cada una, empieza a promocionar la que tenga el mejor ratio y coloca todas las demás detrás como venta posterior. Así cada oferta añadida sube el ratio de la primera, lo que a su vez te deja gastar más en adquirir al cliente.
that she can Market even more aggressively and she can mark it to the biggest H many of you have one or two or three different products or offer on the front end and you're trying to figure out what's the thing I should advertise look at the LTV to CAC and then start with the thing that has the best LTV toac ratio and then stack behind it everything else and then that further increases your ratio of how much you can spend to get the customer to make more money so many business owners ask me questions that they can solve with math like this is an opinion thing this isn't like well I talked to…
Escúchalo en el minuto 15:21
Filtro para priorizar: o baja el CAC o sube el LTV
Medición y experimentosEntender que el negocio lo mueve la relación entre lo que cuesta traer un cliente y lo que ese cliente deja permite ordenar todas las iniciativas del equipo contra esos dos lados. Si lo que estás haciendo no consigue clientes más baratos ni hace que esos clientes valgan más, probablemente estés perdiendo el tiempo.
think with understanding that this is the ratio that drives the business means that you're going to Lad up the initiatives and the activities that you do in the business to drive one of these two sides if what you're doing is not getting you more customers cheaper or making those customers worth more then you are probably wasting your time this
Escúchalo en el minuto 27:52
En servicios, el costo de entrega es la nómina dividida por clientes
Oferta y precioLos negocios de producto físico entienden rápido que si el libro cuesta 10 imprimirlo y se vende a 20, el margen es 10. Los de servicios suelen creer que todo lo que cobran es beneficio pese a tener gente en nómina entregando. La cuenta correcta es dividir la nómina de entrega entre los clientes atendidos: cinco personas para 20 clientes da tu costo de entrega por cliente, y si sabes que cada cinco clientes hay que…
all right now in a physical product business if I'm selling books let's say it cost me $10 to print and Chip a book if I sell the book for $20 then my gross profit is 10 bucks most people in the physical product space tend to get this pretty quickly what's interesting is that the service based guys don't get it at all and so for some reason they think okay well I have you know Five Guys on payroll that do all of my delivery all of the customers I get is just all profit it's like no you have to take out the fact that you've got five guys on payroll and you've got 20 customers and you take that…
Escúchalo en el minuto 11:10
Un ratio LTV:CAC alto es permiso para ser ineficiente
Medición y experimentosSi un negocio pequeño tiene 100 a 1 de LTV sobre CAC y una forma fiable de conseguir clientes, puede escalar muchísimo: aunque su publicidad se vuelva diez veces menos eficiente, sigue devolviendo 10 a 1. Eso importa porque al crecer siempre sube el costo de adquirir (te diriges a audiencias más frías y a canales nuevos), y la única salida además de mejorar anuncios y ofertas es poder permitirte pagar más por…
and predicts how big it can get if I see a small business at at 100 to1 LTV toac ratio and they a reliable way of getting customers then I know that this thing's get scale to the absolute Moon because I can get so inefficient I can be on Tenth is efficient on my advertising and still have 10 to1 Returns and so people get you're at you start to run into this wall becomes more costly to get customers because you're reaching out to colder and colder audiences you're going to new channels to find them and it just simply costs you more and so the only way to continue to scale obviously you can…
Escúchalo en el minuto 1:53
Oferta y precioEn reducir el costo de adquirir clientes rara vez hay soluciones mágicas, pero lo más cerca que existe es clavar la oferta: empaquetar algo que todo el mercado quiera. Las mayores ganancias vienen de mejorar el anuncio, la oferta, el titular y la disponibilidad del equipo comercial; en ecommerce, de la conversión de la página, la oferta que haces en ella, su titular y la calidad de los anuncios.
likely that the person Buys in cro just like so conversion optimization just like LTV often times there isn't a silver bullet i' would say the only thing that's the closest thing to a silver bullet in the CAC world is nailing your offer nailing what thing you're going to package together that you can put out the marketplace that so most of the time the biggest gains are going to come from Improvement in advertising improving the offer improving the headline and the availability of the team if you have a sales team or if you have an e-commerce business then it's going to be cro on the page the…
Escúchalo en el minuto 23:56
El CAC es parecido entre competidores; la ventaja está en el LTV apilado
Medición y experimentosEs rarísimo tener un negocio verdaderamente novedoso, porque casi siempre le vendes a un avatar que ya existe, así que llegar a esa gente y convertirla cuesta más o menos lo mismo a todos los jugadores del sector. La variable de verdad es cuánto vale ese cliente para ti. Por eso unos negocios duran para siempre y otros no: el CAC entre los grandes es similar y la diferencia es cuánto LTV han logrado apilar, y eso es…
different benchmarks that exist but the good thing is it's very rare that you have truly novel businesses because more often you're selling to an existing Avatar so even if you have a novel business you're still selling the same person so it's going to cost you about the same amount of money to get in front of those people and then convert them into a customer now the variable will be what that person's worth to you which is the LTV but calcul is much less variable between different players and so the reason that some businesses stay around forever and others don't is that the ca between the…
Escúchalo en el minuto 26:06
La agencia con 5:1 en anuncios que ganaba cero
Medición y experimentosUna agencia de Facebook Ads presumía de un retorno de 5 a 1 (2.000 dólares de CAC por clientes que valían 10.000) y aun así perdía plata todos los meses. Al desglosar: cobraban 2.000 dólares al mes con una permanencia media de cinco meses (20% de churn), pero de esos 2.000 metían 1.000 en pauta del cliente, y cada representante costaba 5.000 al mes atendiendo cinco cuentas, o sea otros 1.000 por cuenta. Resultado…
looks like when it's done wrong so I had a Facebook ads agency come up to me and say hey we're crushing it we're getting five to one return on our ads meaning cost us $1 to make five and so it costs us $2,000 to get a customer and they're worth $10,000 to us and they're like but we're losing money every month rather break down your LT lgp for me and he said okay it's $2,000 a month for our service and the average person's day is 5 months and I was like okay in other words they had 20% churn so you take the price divide it by churn which is 20% equals $10,000 so there two different it from the…
Escúchalo en el minuto 2:32
El monopolio ético: ganar la subasta de atención
Canales de adquisiciónHay dos maneras de tener un monopolio. Una es tener capital suficiente para vender bajo costo hasta que los demás quiebren. La otra, perfectamente legal, es poder pagar más que nadie por conseguir clientes: los mercados publicitarios funcionan por subasta y el que puja más se lleva el globo ocular y el clic. Si tu economía por cliente te permite superar la puja del 100% de tus competidores, te quedas con su dinero y…
competition and so this is in some ways an ethical competitive mode there's two ways to have a monopoly one way is that you have a way to under cut everybody in the marketplace so they can't survive and then eventually put everyone out of business because you have enough Capital to do so another way of having a monopoly that is legal is that you can literally just outspend people to get customers and so most advertising marketplaces are based on an auction so they auction for attention and the highest bidder is the one who wins the eyeball they win the click and so if you in the purchase of…
Escúchalo en el minuto 8:48
La única excepción a escalar el mejor ratio es un mercado diminuto
Investigación de mercado y clienteLa regla de volcarse en la oferta con mejor LTV:CAC falla solo si el mercado total al que puedes venderle es pequeño. Pero casi nadie está cerca de saturar el suyo: quien lleva 100 clientes vendidos en un mercado de un millón de personas todavía no tiene que preocuparse por la saturación y debería exprimir esa máquina al máximo.
have to learn it and so if you have a stronger LTV to CAC the exception here is if the Tam is Tiny your total addressable Market the number of heads that you can sell but most of you who are listening to this aren't even close to saturating your Market you're like I've sold 100 customers and my market is 1 million people okay you don't need to worry about saturation yet and so
Escúchalo en el minuto 15:56
No elijas por pasión: arriba todos los negocios se parecen
Estrategia y decisiones de negocioFrente al consejo de seguir tu pasión, aquí se sostiene lo contrario: si tienes éxito de verdad, el día a día será casi idéntico vendas libros, piscinas, mamparas o servicios de agencia, porque acabarás con un jefe de ventas, uno de marketing, legal, finanzas, operaciones y tecnología reportándote. Por eso conviene empezar por el negocio con más probabilidades de llegar hasta ahí, y no por el que te apasiona, para…
value quickly now some of you are like well I'm not passionate about shower doors the question is what game you want to play listen there's tons of people that are out there that say like Follow Your Passion whatever in my opinion so this might be contrary business at the highest level is all the same so if you succeed at your passion to a high enough degree your business and what your day-to-day will look like will almost irely be the same you're going to be having a team of people who report to you you're going to have a head of sales you're going to have a marketing you're going to have a…
Escúchalo en el minuto 18:40
Retornos de 1.400 a 1 en negocios locales de comida
Medición y experimentosStarbucks llegó a 38.000 locales financiados con capital propio, casi sin franquiciar, porque un cliente vale alrededor de 14.000 dólares a lo largo de los años, comprando macchiatos de 5 y frappuccinos de 6. El costo de traer a alguien a un local de comida es diminuto: en una campaña para una empresa de galletas, con una oferta de galleta gratis con bebida, el lead costaba menos de un dólar y uno de cada diez…
this little company called Starbucks that has little coffee business you might have heard of them they got 38,000 locations you want to know how were able privately they made a lot of money every time they put a dollar into their economic machine so let me tell you how much money they make every customer that comes into Starbucks the lifetime value how much money they make from a customer is $4,99 and that is gotten $5 macchiato at a time $6 frappuccinos at a time and that means that they keep customers for years and years and years and years it that I had a personal experience marketing for…
Escúchalo en el minuto 6:23
100.000 dólares en pauta que devolvieron 10 millones
Medición y experimentosEl primer año de Gym Launch tuvo un ratio LTV:CAC de 100 a 1: 100.000 dólares invertidos en adquisición devolvieron 10 millones. La mayor parte de la riqueza que construyó vino de periodos concretos en que ese ratio fue absurdo, y su recomendación cuando alguien da con una máquina así es meterle todo el volumen posible mientras dure, aunque la sensación de ganar tanto dinero parezca ilegal.
into work so it many of you guys don't know is that the first year of gym launch my LTV toac ratio was 100 to1 I spent $100,000 and made $10 million back and yes it was that insane for me too A lot of the wealth that I've been made is made in these punctuated periods of time when my LTV to CAC Racers were absolutely absurd and so when you have one of those things and if you do crack this code I highly recommend Jam as much as you possibly can through that through that machine you think it's going to be illegal because you're making so much money and that's okay it's normal just keep pushing…
Escúchalo en el minuto 19:27
Solo 1 de cada 250 negocios llega a 10 millones al año
Estrategia y decisiones de negocioUno de cada 250 negocios alcanza los 10 millones de dólares anuales, y llegar ahí no requiere nada exótico: basta con dominar los fundamentos y saber que por cada dólar que metes salen diez, para luego repetir esa máquina tantas veces como puedas. Que tan pocos negocios ganen dinero no es prueba de que los números no importen, sino justamente la consecuencia de no medirlos.
your company that's it and these two data points are so simple to get and yet so few businesses do it and this is not a testament to the fact that you can see see despite it it's a testament to the fact that that's why so few businesses make money I mean shoot only one out of every 250 businesses gets to $10 million a year and getting to $10 million a year you just have to follow fundamental business and know that I make $10 for every $1 put in I want to run this machine as many times as I can can so
Escúchalo en el minuto 10:02
Estrategia y decisiones de negocioLa habilidad de conceptualizar ideas es directamente proporcional al vocabulario que manejas dentro de un dominio, y por eso hay que volver estos números el primer idioma del negocio: no solo con el que hablas, sino con el que piensas. A esa fluidez atribuye poder crear marcos que a otros les resultan simples y dibujarlos, porque los ha pensado muchas veces en muchos tipos de negocio; el mismo ratio, dice, se aplica…
you're listening to it you have to be able to breathe this stuff this has to be your first first language if you want to get in business this is the language of business your ability to conceptualize ideas is directly proportional to your vocabulary within a given domain I create Frameworks that people find simple because I'm fluent in the language and I can draw pictures about it because I've had to think through it so many different times and so many different types of business I could draw it what is the difference between selling a book and selling an iPhone and selling SEO services and…
Escúchalo en el minuto 26:54
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