Marketero · Entrevistas
Ep. 508: How Nathan Hirsch Used Partnerships to Build a $12 million a year business
32 ideas de marketing sacadas de «Ep. 508: How Nathan Hirsch Used Partnerships to Build a $12 million a year business», de Perpetual Traffic. Sobre todo…
- 32 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 48 min
- Publicada en 2023
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Investigación de mercado y clienteAntes de lanzar un servicio o producto, realiza entrevistas directas con al menos 100 clientes del perfil ideal para neutralizar el sesgo de creer que tú eres tu propio cliente. Pregúntales por 5 competidores que conozcan, qué aspectos les gustan y qué les frustra de sus proveedores actuales y qué herramientas utilizan; esto revela las verdaderas prioridades y dolores del mercado antes de invertir en la solución.
brainstorming and market research we like to talk to Ideal customers like when we launched Ecom balance which is our monthly bookkeeping service for e-commerce sellers we interviewed 100 e-commerce Sellers and we said hey can you name us five competitors what do you like about your past bookkeepers what do you not like um what softwares are you using stuff like that so that we actually know what we're getting into because I think a lot of times you think you're your own customer uh when you're not and the customers are actually targeting are way different than you they think different than…
Escúchalo en el minuto 7:04
Eliminar la fricción técnica y ofrecer múltiples vías de atribución para maximizar recomendaciones
Canales de adquisiciónPara maximizar el uso de un programa de afiliados y referidos, crea el enlace automáticamente en el portal del cliente al registrarse, ofrece URLs limpias y personalizadas, e implementa múltiples alternativas de atribución (códigos de descuento, introducción por email/mensaje, acreditación retroactiva y páginas de aterrizaje personalizadas para creadores clave), además de recordar el incentivo en firmas de email y…
you wanna make it easy for people so the first thing we do is we build software behind all of our companies so like free up there's a portal clients could log in but when someone created a client account the affiliate link was already in there ready for them to go they didn't have to do anything they'd have link you want to make it look really nice you don't want this crazy long link that is really distracting you want it to be their name their company and it make them feel really personal to them and you want to give them options too so we'll put text in there that says hey you can either…
Escúchalo en el minuto 16:54
Marco C.A.R.E. para entrevistas y contratación de talento remoto
Estrategia y decisiones de negocioPara contratar asistentes y empleados remotos eficazmente, se debe estructurar la entrevista en torno a cuatro pilares (C.A.R.E.): Comunicación (velocidad de respuesta y uso adecuado de canales), Actitud (interés por el aprendizaje y crecimiento profesional frente al dinero), Señales de alerta (buscar inconsistencias o respuestas erróneas en lugar de respuestas preparadas e indagar a fondo) y Experiencia.
interviewing we call it our care interview process communication attitude red flags and experience so we learned so they need to be able to communicate you're saying and get on the same page use things appropriately so email me um for attitude we try to avoid people place to be we want people who care um red flags a lot of people a lot of are good so you want to be looking for the interview and when a red flag comes up I'm digging into that I want to find
Escúchalo en el minuto 36:22
Crear alianzas de referidos con competidores que descartan prospectos
Canales de adquisiciónPactar acuerdos con empresas del mismo sector para recibir los prospectos que ellas no pueden o no quieren atender (por rango de precio, especialidad o tamaño), ofreciéndoles una comisión recurrente que les permite monetizar clientes descartados.
trash I want the leads you can't close I want and and that's we built our bread and butter was customers that nobody it or hate it and we're we're going after Partners um sometimes people that you would think as competitors and I but in people's mind competitors they do make great referrals we might go to a bookkeeping company and they only service higher end clients or they don't do e-commerce or or whatever it is and same thing with free up we would get these VA companies that for whatever reason they would come across clients that weren't a good fit for them and a lot of those Partnerships…
Escúchalo en el minuto 20:01
Oferta y precioAntes de invertir capital en software, equipo o infraestructura compleja, se debe probar la oferta entregando el servicio o producto a una escala mínima (e incluso de forma gratuita a clientes iniciales) para verificar satisfacción, demanda real y retención con el feedback directo.
so I'm a big fan of minimum viable product and I feel like I've talked to they'll start selling and my partner Connor and I we're kind of the opposite when we started drop shipping on Amazon we tried it out with 20 orders and if the people complained or less left us a bad review we would have just refunded them and moved on to something else same thing with free up we offered some free hours of a VA got feedback made sure they liked it before we doubled down and build software without Source School launched a course if they hated it we would have just refunded them with Ecom balance we got…
Escúchalo en el minuto 3:22
Exigir experiencia previa comprobada al contratar talento offshore en horarios nocturnos
Estrategia y decisiones de negocioAl contratar personal remoto internacional para cubrir turnos que corresponden a la noche en su país de origen (como el horario comercial de EE. UU.), solo se debe seleccionar a candidatos que ya hayan trabajado con éxito en ese horario de manera prolongada, evitando servir como su primer experimento de adaptación.
yeah so we will only hire someone to work U.S hours if they've worked it before with success we don't want to be their trial uh to work Us hours for the first time um that usually doesn't go well but the situations that we need someone on U.S hours we definitely want to make sure they've done it before for years and are really okay with it and to kind of get into onboarding when we set expectations we let people know what the schedule is and give them a chance to back out get them uh make sure they're 100 good with it and let them know hey you can't get all trained up and then come to me and…
Escúchalo en el minuto 42:30
Canales de adquisiciónPara superar a competidores que ofrecen pagos únicos a afiliados, una estrategia efectiva es pagar ingresos recurrentes permanentes por cada cliente referido (por ejemplo, un monto fijo por cada hora facturada) y entrenar a todo el equipo de ventas para presentar el programa de referidos al cierre de cada llamada y reunión con socios.
thing is an affiliate program so with free up we said hey we'll give you 50 cents for every hour build for someone you refer to us forever and we look at our competitors affiliate programs upwork Fiverr the big public companies in the space they didn't really have good ones or they were one-time payments so we said hey we're going to offer recurring Revenue to anyone that promotes us and not only that we're going to tell every single person about it if we get on a sales call with someone hey by the way before I let you go one last thing we have this great referral program here it is if you…
Escúchalo en el minuto 10:59
Estrategia y decisiones de negocioAl gestionar talento remoto de otras culturas, suavizar la entrega de feedback correctivo mediante saludos cercanos y emojis ayuda a neutralizar la percepción de hostilidad y confirma que ambas partes trabajan alineadas.
um stuff like that and I guess my last tip because a lot of people in the US come across um I guess harsher than maybe they intended when they're giving criticism uh use emojis they love emojis so if I'm starting a conversation I'm like hey Anna smiley face what's going on I got one quick thing for you and for some reason that comes across way better than hey Anna here's something they did wrong I need you to do it better and that small thing where they can see hey you're not pissed off you're not angry you're all on the same side just speaks to the importance of understanding cultural nuance…
Escúchalo en el minuto 45:39
Estrategia y decisiones de negocioAl recibir una oferta de compra, el vendedor debe ejecutar una auditoría rigurosa sobre el comprador investigando su solvencia, planes futuros, reputación laboral y solicitando referencias a fundadores de empresas que hayan adquirido previamente.
sending us today and the the best advice we ever got was to do due diligence on them just like they did on us so they would buy her 30 questions to us we would fire 30 questions right back we wanted to know their net worth how they treated people their plans for free up their past success their past failures we wanted referrals from other companies that they had uh bought and the people that bought them and all those came back
Escúchalo en el minuto 29:08
Reemplazar enlaces de afiliados crudos por páginas personalizadas y co-brandeadas
Canales de adquisiciónCrear páginas de aterrizaje personalizadas para los socios en lugar de entregarles enlaces genéricos de afiliado; esto elimina la sensación transaccional o abusiva, valida el estatus del aliado frente a su audiencia e incentiva la promoción activa.
the first thing is the affiliate link I hate sending people gobbly group affiliate links it makes me feel predatory because so you somebody gets that and it's like oh I see what you're doing here you're just my friend because you want my money but if you can make it pretty and and I love what you said about the custom page if you can make it look like they're important now I'm kind of incentivized I'm like hey by the way I've got a really strong relationship with these guys as a matter of fact if you book through me you get a discount or or whatever and now you've incentivized me to send this…
Escúchalo en el minuto 20:14
Criterios para elegir oportunidades de negocio en mercados probados y estables
Oferta y precioAl iniciar un nuevo negocio, es más seguro y predecible ingresar en mercados masivos ya existentes con necesidades perennes en lugar de intentar crear categorías nuevas. Los criterios clave incluyen: mercados grandes donde solo necesitas captar una fracción mínima, modelos de ingresos recurrentes para maximizar la retención, industrias resistentes al cambio a 30 años (evitando modas pasajeras) y diferenciación…
like big markets we never try to create the next Uber for for every Uber out there there's a thousand ideas that people actually want that there's no market for so I mean business owners they need to hire they need to do bookkeeping it applies to almost all entrepreneurs and then we try to just take our small percentage of the market put our own spin on it usually around customer service and good process and really valuing the customers time um we like recurring Revenue customers that stick around we don't want a business uh selling Shopify stores where you're building it one time and then…
Escúchalo en el minuto 6:14
Canales de adquisiciónUna vía rápida de adquisición orgánica consiste en asociarse con empresas que venden al mismo cliente objetivo exacto pero resuelven otro problema (por ejemplo, servicios de talento y software del sector), colaborando mediante intercambio de artículos de blog, entrevistas y, especialmente, envíos cruzados a sus listas de correo electrónico.
so we look for Partnerships we want people in the space that have the exact same customers as us but do something different so with free up we offered va's and Freelancers and this was the time of all these Amazon software companies jungle Scout helium 10. we went to all of them and we said hey you don't offer virtual assistance of Freelancers we don't offer software let's partner let's get you in front of our audience we'll get in front of your audience it could be an interview it could be a Blog swap it could be an email blast which is our favorite but we're looking to do collaborations with
Escúchalo en el minuto 12:24
Refuerzo de valores de equipo mediante mentoría de veteranos y microcuestionarios
Estrategia y decisiones de negocioPara acelerar la adopción cultural de nuevos empleados, emparéjalos con miembros veteranos y refuerza los valores de la empresa de forma continua mediante dinámicas de preguntas y respuestas en las reuniones de equipo.
comes into your company you with the veteran that's been there that knows how things are done and they'll kind of get that new person um in line for lack of a better word um doing things the way that you want so that's kind of how we approach it a lot of its repetition at meetings we have our five company values and part of it is speaking up and don't be a hero and stuff like that and we'll do these one dollar questions where we'll quiz people on what the company values are so we'll get people to just repeat it over and over in their minds speak up give feedback
Escúchalo en el minuto 45:07
Captar clientes mediante acuerdos de derivación con agencias de mayor tamaño
Canales de adquisiciónEstablece alianzas estratégicas con agencias o empresas más grandes de tu sector para que te deriven los prospectos que ellos descartan por falta de presupuesto o capacidad operativa, pagándoles una comisión pasiva recurrente por cada cliente cerrado.
uh our Solutions eight my Google ads agency the the fastest path to growth we found we found by accident I got a phone call from a guy named Chris Brewer who owns OMG Commerce one of the best ad agencies in the world uh Kristen Brash Brett shout out to them and Chris was like dude I'm getting all these Downstream clients I can't close if I sent them to you pay me something passive I'm like yeah of course I will he was my number one lead acquisition source for like two years and all of a sudden I realized I should go to all the big agencies and say Hey I want your
Escúchalo en el minuto 19:33
Tratar el earn-out en la venta de una empresa como un bono y no depender de él
Estrategia y decisiones de negocioAl vender una empresa, el pago en efectivo inicial debe ser suficiente por sí solo para satisfacer al fundador; cualquier monto condicionado (earn-out) debe asumirse como un extra incierto, ya que al ceder el control operativo, las decisiones del nuevo dueño pueden deteriorar el negocio y anular esos ingresos futuros.
other advice that we got that again I tell people is you got to be okay with The Upfront money and not the earn out because once you give control to someone else they could run into the ground real quick and you might not see any of that um yeah you want to make sure that you're treating the earn out as a bonus
Escúchalo en el minuto 33:11
Capturar cuota en mercados consolidados diferenciándose en servicio y procesos
Marca y posicionamientoEn lugar de intentar inventar nuevas categorías con demanda no comprobada, resulta más predecible entrar en mercados grandes y con necesidades universales (como contabilidad o contratación), capturando una fracción del mercado mediante mejor atención al cliente, procesos eficientes y respeto al tiempo del usuario.
we like big markets we never try to create the next Uber for every Uber out there there's a thousand ideas that people actually want that there's no market for business owners they need to hire they need to do bookkeeping it applies to almost all entrepreneurs then we try to just take our small percentage of the market put our own spin on it usually around customer service and good process and really valuing the customers
Escúchalo en el minuto 0:00
Investigación de mercado y clienteEs un error común asumir que el fundador piensa igual que su cliente; el público objetivo suele tener motivaciones, prioridades y formas de pensar muy distintas, las cuales deben investigarse y comprenderse a fondo antes de construir el negocio.
time I think a lot of times you think you're your own customer when you're not and the customers you're actually targeting are way different than you they think different than you they care about different things and we want to know all of that before we actually get into it
Escúchalo en el minuto 0:20
Concentrar la contratación de asistentes virtuales en una sola región al iniciar
Estrategia y decisiones de negocioAl contratar asistentes virtuales por primera vez, es recomendable concentrarse en un solo país o región cultural en lugar de diversificar entre múltiples países, para evitar la sobrecarga operativa derivada de gestionar distintos estilos de comunicación, culturas y husos horarios simultáneamente.
first time you don't want to go out and hire like one person from the Philippines one person over Pakistan one person from India you're just adding a lot of extra work to your plate there's different communication Styles there's cultures there's time differences so if you're gonna start hiring VA pick one place and Philippines is a great place
Escúchalo en el minuto 40:07
Oferta y precioUn marketplace de servicios escala más eficientemente que una agencia porque elimina el coste y la complejidad de gestionar personal: la plataforma prefiltra el talento y da soporte ante incidencias, pero deja la relación y supervisión del trabajo directamente entre cliente y freelancer.
yeah I mean the beauty of a Marketplace especially when it comes to more service writers and stuff like that is you're not actually managing the people right like the problem with scaling agencies a lot of time is managing people is with free up we'd match you up with a pre-batted VA a pre-redded freelancer but the the work was between the client the freelancer they wouldn't report to us we weren't managing them check in on um but that allowed it to be very scalable because we had thousands of people on the platform there's no way we
Escúchalo en el minuto 25:18
Estrategia y decisiones de negocioLa mejor ventana para vender un negocio se da cuando la empresa es rentable, está en fase de crecimiento y no existe presión ni agotamiento, evitando esperar a que el modelo se estanque o los fundadores queden exhaustos.
honest and this is the advice that we got the best time to sell a business when you don't want to or don't have to exactly when you're making money and things are going good and you're growing you don't want to sell it when you've stalled out or when you're tired or you're exhausted and you want to load it
Escúchalo en el minuto 26:57
Aprovechar las apariciones como invitado en podcasts para generar networking, SEO y alcance multicanal
Canales de adquisiciónParticipar de manera sistemática y masiva como invitado en podcasts del sector funciona como una palanca compuesta: permite conectar con líderes de la industria, conseguir menciones y enlaces (backlinks) de alto valor para SEO, generar contenido perenne y exponer la marca ante audiencias preestablecidas.
like this one I've been on 700 plus podcasts when I started this I had no idea how to speak in front of people what to talk about what to do but over time you get better at it and podcasts are great for networking and meeting the the top player is it in your space they're good for SEO and getting backlinks it's Evergreen content it's brand awareness it's getting in front of thousands of people at once and some of these things kind of go together right you might meet an influential that also has a podcast who might also have a blog like some of these things go together
Escúchalo en el minuto 13:30
El colapso operativo de no delegar ante los picos de demanda
Estrategia y decisiones de negocioIntentar absorber toda la carga operativa en solitario bajo la creencia de ahorrar costes colapsa de forma inevitable al llegar los picos de demanda estacionales, forzando jornadas insostenibles que comprometen la salud y la sostenibilidad del negocio.
you gonna hire your first person and I shrug them up I'm like why am I gonna do that money out of my pocket they're gonna perform ideas they're gonna hurt my business I can do this seven days a week forever and he just laughed in my my first busy season comes around and I just get destroyed Black Friday Cyber Monday I'm doing it all by myself and I work 20 hours a day for six weeks to just get through and my grades are down and I think to myself man I can never do this again I need to hire people so
Escúchalo en el minuto 34:32
Oferta y precioDebido al elevado y creciente costo del tráfico y de adquisición de clientes (CAC), cualquier modelo de negocio debe incorporar un componente de ingresos recurrentes o continuidad (suscripciones, garantías extendidas, servicios continuos o software anexo). Depender exclusivamente de ventas puntuales hace que la adquisición sea insostenible y reduce drásticamente los múltiplos de valoración de la empresa.
passionate about too is the recurring Revenue component a list of non-negotiables for any entity because traffic is so expensive customer acquisition is so expensive if you're not doing something from a recurring perspective I think you're you have a flawed model and hopefully I'm not being everybody who's listening find a way to build continuity into your business and it's it doesn't mean that that needs to be the core of your business you know that's okay but then turn right back around and you know you're selling a SAS product or a software application um and you'll you'll start to see the…
Escúchalo en el minuto 7:43
Oferta y precioDebido al elevado y creciente costo del tráfico y de adquisición de clientes (CAC), cualquier modelo de negocio debe incorporar un componente de ingresos recurrentes o continuidad (suscripciones, garantías extendidas, servicios continuos o software anexo). Depender exclusivamente de ventas puntuales hace que la adquisición sea insostenible y reduce drásticamente los múltiplos de valoración de la empresa.
passionate about too is the recurring Revenue component a list of non-negotiables for any entity because traffic is so expensive customer acquisition is so expensive if you're not doing something from a recurring perspective I think you're you have a flawed model and hopefully I'm not being everybody who's listening find a way to build continuity into your business and it's it doesn't mean that that needs to be the core of your business you know that's okay but then turn right back around and you know you're selling a SAS product or a software application um and you'll you'll start to see the…
Escúchalo en el minuto 7:43
Oferta y precioDebido al elevado y creciente costo del tráfico y de adquisición de clientes (CAC), cualquier modelo de negocio debe incorporar un componente de ingresos recurrentes o continuidad (suscripciones, garantías extendidas, servicios continuos o software anexo). Depender exclusivamente de ventas puntuales hace que la adquisición sea insostenible y reduce drásticamente los múltiplos de valoración de la empresa.
passionate about too is the recurring Revenue component a list of non-negotiables for any entity because traffic is so expensive customer acquisition is so expensive if you're not doing something from a recurring perspective I think you're you have a flawed model and hopefully I'm not being everybody who's listening find a way to build continuity into your business and it's it doesn't mean that that needs to be the core of your business you know that's okay but then turn right back around and you know you're selling a SAS product or a software application um and you'll you'll start to see the…
Escúchalo en el minuto 7:43
Estrategia y decisiones de negocioPara superar las barreras culturales de reticencia a dar o recibir críticas constructivas en equipos offshore, es fundamental capacitar y empoderar a los primeros colaboradores clave en la aceptación del feedback y la comunicación asertiva, de modo que actúen como líderes y transmitan esa norma a las siguientes contrataciones.
here here's my tip and there's more off of that like they don't a lot of times they don't want to speak up they don't want to give feedback take feedback if they're managing other people they won't be they'll be a little scared to do that so for us those initial hires that you make are so important because if you can get those initial hires to become leaders and to buy into feedback and criticism is good and speaking up and and all of that then any new person that
Escúchalo en el minuto 44:42
Medición y experimentosUn modelo de marketplace de talento y servicios puede operar con márgenes del 20% al 25% (alcanzando hasta un 30%) sobre una facturación de 12 millones de dólares, superando el promedio típico de agencias de servicios tradicionales (alrededor del 15%).
mind me asking roughly speaking what your margins were on that 12 million yeah they were in the the 20 to 25 sometimes we get closer to 30 but that's pretty much what we operated at yeah that's hyper efficient I mean most agencies are aiming at 15 so you were a lean shop
Escúchalo en el minuto 25:02
Estrategia y decisiones de negocioConstruir software o plataformas internas a medida (portales de clientes, facturación o gestión operativa) en lugar de operar 100% sobre herramientas de terceros genéricas incrementa sustancialmente el valor y atractivo de la empresa frente a potenciales compradores.
do that because it increases the valuation yeah that was a big part of a free up in there and then when we went to sell it no one else had our software no one else was using it it was a big part of that acquisition and we do the same proprietary software to increase your valuations is brilliant that was one of was one of them do you have proprietary Tech and my answer was no I had some done that man I bet you I could have doubled my exit price I swear to God but I didn't I built it in air table and then it looks like airtable and an air table is not mine I don't own it and so
Escúchalo en el minuto 22:18
La fricción de permanecer como empleado tras vender el negocio
Estrategia y decisiones de negocioQuedarse a trabajar como empleado dentro de la empresa adquirida durante varios años suele generar frustración para el fundador, debido a la pérdida de autonomía y al desacuerdo con los cambios de dirección estratégica impuestos por la nueva directiva.
um hey I want it out like if I was going to sell the company um which I didn't have to do but if I was going to sell the company I wanted to be out of the company I didn't want to work for someone else I wanted to get the maximum amount and get out and work told him like I don't think you want to do that and six months later he called me he's like dude I hate this is the get out when you're working for someone else that comes in with different ideas and business changes that you don't agree with that's just a tough place to
Escúchalo en el minuto 31:50
Canales de adquisiciónEn su último año previo a la venta, FreeeUp pagó aproximadamente 400.000 dólares en comisiones de afiliados basadas en 0,50 dólares por hora facturada, con los principales afiliados generando entre 20.000 y 30.000 dólares anuales de forma pasiva.
putting away yeah so the last year were free up I think we paid out four hundred thousand dollars in affiliate money so that's a lot of 50 senses per hour yeah I want to say the highest person was making like 20 to 30k a year just off affiliate money um and yeah you wanna
Escúchalo en el minuto 16:39
Canales de adquisiciónEn su último año previo a la venta, FreeeUp pagó aproximadamente 400.000 dólares en comisiones de afiliados basadas en 0,50 dólares por hora facturada, con los principales afiliados generando entre 20.000 y 30.000 dólares anuales de forma pasiva.
putting away yeah so the last year were free up I think we paid out four hundred thousand dollars in affiliate money so that's a lot of 50 senses per hour yeah I want to say the highest person was making like 20 to 30k a year just off affiliate money um and yeah you wanna
Escúchalo en el minuto 16:39
Estrategia y decisiones de negocioEn empresas basadas en servicios y agencias, el talento no es un engranaje intercambiable; una contratación extraordinaria rinde hasta 100 veces más que una mediocre, mientras que una mala contratación cuesta mucho más que asumir la vacante sin cubrir.
um all you have are the three p's there's people programs and processes commoditizable and so then it just you're a cog and I'm going to put the a good hire was worth 100x a mediocre higher and a bad higher cost me 10x just not having somebody you know there's nothing more expensive than a cheap employee
Escúchalo en el minuto 38:08
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