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Interviewing Australia's Richest Millionaires
21 ideas de marketing sacadas de «Interviewing Australia's Richest Millionaires», de Davie Fogarty. Sobre todo de marca y posicionamiento, canales de…
- 21 ideas despiezadas
- Fuente Davie Fogarty
- Dura 45 min
- Publicada en 2022
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Crear y licenciar anuncios de video UGC a marcas como vía de entrada sin capital
Estrategia de contenidosPara generar ingresos y aprender marketing desde cero, graba creatividades de video corto (tipo reels) con productos cotidianos y envíalas directamente por DM a las marcas, ofreciendo licenciarles el video a bajo costo (ej. 250 USD) junto con acceso de anunciante para que lo pauten.
In today's world, like I was sort of giving this advice to someone else of like, if I had to start from scratch, the first thing I would do would I'd go out and just products that I like and stuff that I have at home and I like, I would just make video content ads of it and DM to them to the brands and say, you know, I'll license you this video for 250 bucks. Here's the PayPal request invoice and I'll give you advertiser access to run ads for like that. And just smash heaps of different brands and try and get ones to buy it and do it because it's so easy.
Escúchalo en el minuto 6:39
No confundir las quejas de usuarios ruidosos con las prioridades reales del mercado
Investigación de mercado y clienteGuiar el desarrollo del producto únicamente por las quejas recibidas lleva a costosas inversiones en funciones y acuerdos que no aportan valor, pues los reclamos de los usuarios más ruidosos representan solo una fracción mínima del verdadero deseo del cliente.
You know, I would often say to myself like, oh, doing what the customer wants, doing what the customer wants, which was really I heard some complaints. And so we did the complaints. But complaints only represent like a tiny portion of what the true customer desire is. And so if you're if you're only listening to complaints and only building that, you're kind of building a business based off of a squeaky wheel, if that makes sense. You know, like squeaky wheel gets changed first, but it doesn't necessarily mean that it's the thing that you should be putting all of your attention into, if that…
Escúchalo en el minuto 37:25
Marca y posicionamientoCambiar la promesa convencional centrada en resultados estéticos inmediatos (como 'consigue abdominales en 30 días') por un mensaje enfocado en sentirse bien y ganar confianza permite conectar profundamente con nichos desatendidos, como el público femenino.
We targeted them quite specifically, and we'd also kind of broken the convention of, you know, work out for 30 days and get abs, and we kind of positioned it as work out to feel good and confident, which at the time was revolutionary, you know, and especially for the female mindset as it relates to their health and well-being.
Escúchalo en el minuto 30:36
Oferta y precioLa arquitectura y estrategia de una empresa deben alinearse con el objetivo personal del fundador: construir una compañía orientada a una venta millonaria (exit) exige modelos de negocio, escalabilidad y sacrificios muy distintos a los de un negocio diseñado para generar flujo de caja y libertad financiera familiar.
In that, you know, what Toby was saying, like, what is your overarching goals? Like, it shouldn't be just to make a million dollars. You need to understand, you know, some level of mindfulness about what you're trying to achieve in life. If it's, you know, a huge, huge exit or you're basically just trying to buy financial freedom for your family, they're going to be different businesses and you need to consider that.
Escúchalo en el minuto 44:03
Estructura de distribución de márgenes y costes para retail disciplinado
Oferta y precioEl modelo financiero que permitió a Culture Kings crecer de forma autofinanciada entre un 20% y 60% anual consistió en mantener un margen bruto del 50%, desglosado estrictamente en: 10% para alquiler, 10% en salarios, 10% en otros gastos operativos y un 20% final de beneficio neto.
but we were really disciplined on, you know, 50% margin, 10% rent, 10% wages, 10% other stuff and make 20% profit. And that was always sort of the around about our sort of thing. And we just grew consistently between like 20 and 60% year on year and, but just 10 straight years grinding it out. So we weren't able to, you know, we never got any loans or any partners which allowed us to own 100%. So we could have, you know, in hindsight, grown faster and stuff, but I think it really built that discipline to us.
Escúchalo en el minuto 4:02
Canales de adquisiciónPara perfiles analíticos que quieren entrar en e-commerce, gestionar campañas de publicidad pagada como agencia o prestador de servicios permite dominar la adquisición y validar competencias técnicas usando presupuestos de terceros antes de arriesgar capital en inventario y desarrollo de producto.
I think another part is, like, what is your personality or character type? But if you're maybe more, like, product orientated, maybe you want to, or, you know, just more data driven, maybe you want to start doing, you know, Facebook ads and you could even start with a bit of an agency so that you can make sure that you can run ads before investing into products.
Escúchalo en el minuto 44:34
Marca y posicionamientoEl valor percibido y la tracción comercial no provienen de las características tangibles del producto, sino del estado de ánimo, la emoción y la cultura que la marca es capaz de evocar y asociar a dicho producto.
in these best locations that create the feeling, the state, the emotion, the Disneyland of street, sport, music, lifestyle, culture, like, and, and then backing that up with the best, So it's like, obviously I, that, but I do believe in a lot of different things, just re-imagining it and connecting that more emotion to it. Cause at the end of the day, that's what our culture Kings was built on. And I sort of learned that in the markets is like, people weren't buying this product. They'll buy this feeling, the state, this emotion of, I could generate it and link it to the product.
Escúchalo en el minuto 5:02
La reputación de marca se construye gota a gota y se destruye a baldes
Marca y posicionamientoEl valor y la reputación de una marca se acumulan lentamente mediante pequeñas acciones consistentes (gota a gota), pero pueden destruirse rápidamente si se toman decisiones precipitadas o erróneas bajo estados de estrés o desesperación.
I can't remember where I learned it, but it's like brand is earned in drips and lost in buckets. And it's this thing is, you know, as much as I talk, you know, everything, oh, it's a game changer. Oh, this is the next level. It's just a drip and it's a drip and it's a drip. And it's just to be really careful of like when you're going to do something, make a decision, you know, in that wrong state or the frantic sort of energy where you can just pour it out like a bucket.
Escúchalo en el minuto 2:48
Retención y relación con el clienteEntre el 50% y el 80% de los usuarios que adquieren una membresía de gimnasio no vuelven a asistir después del primer día de compra.
Because, like, you know, some industry stats, depending on the gym, but anywhere between 50 and 80% of members who buy a gym membership, after the day they buy it, they'll never go back.
Escúchalo en el minuto 32:39
Integración de intermediarios tradicionales en marketplaces P2P para reducir fricción y desconfianza
Investigación de mercado y clientePara neutralizar la desconfianza que los usuarios sienten hacia intermediarios tradicionales como concesionarios, se les integra directamente en el flujo y dinámica móvil de usuarios particulares en lugar de crear un mercado centrado en dealers.
We work directly with pretty much most dealerships within Australia wide. What we do for the dealerships is we provide a two-stage solution. So that's the facilitation of providing the dealer all the users' cars. So what we do is we put the dealerships in and amongst all those other users. Similar to how Tinder works. They hate dealer-centric markets. Not many users feel safe with a dealership. Sometimes they feel like they may not be getting the best value for their car.
Escúchalo en el minuto 23:50
Comercio electrónico impulsado por redes sociales para capturar el primer millón
Canales de adquisiciónConstruir una marca de e-commerce impulsada por redes sociales es la vía más rápida para alcanzar el primer millón de dólares, aunque suele topar rápidamente con un techo de crecimiento debido a la creciente complejidad operativa y del ciclo de producto.
But, you know, if I was to stick to the assignment strictly, it would probably be e-commerce and it would probably be a social media driven brand. I think if I was kind of in it to do it quickly. Yeah, I think the cycle of e-commerce products and the complexity is going to continue to increase. Yeah, so that opportunity may not necessarily always be there. And the ceiling's definitely there as well. You hit it quite quickly as well.
Escúchalo en el minuto 35:40
Estrategia y decisiones de negocioEn la ejecución y crecimiento de un negocio, administrar los niveles de energía personal es más determinante que optimizar el tiempo, ya que la pasión por lo que se hace provee el combustible necesario para soportar el desgaste de las fases operativas más duras.
that you're super passionate in, because that's what I believe is when you're super passionate, you're going to have the energy that's required to really grind it and make it happen. Like I'm a huge one on that energy management over time management. And that's that key differentiator that would crack it.
Escúchalo en el minuto 8:08
Canales de adquisiciónAunque el intercambio no autorizado o piratería de productos digitales genera pérdidas inmediatas de facturación, puede actuar como un bucle viral que fomenta microcomunidades y construye el reconocimiento masivo de marca necesario para fases posteriores de monetización.
I mean, we lost, well, the word lost is strong, but we, you know, lost a lot of money because people would just share the e-books. You know, digital security wasn't quite what it is now, obviously, back then. But you could also argue that even that, like, viral, you know, gifting and sharing, you know, loop to a degree helped build these small networks of women around the world, which then built the brand, which then built the opportunity for what happened later.
Escúchalo en el minuto 33:29
Canales de adquisiciónUn canal viral con alta tracción de audiencia pudo cobrar 20.000 dólares por un acuerdo de patrocinio que integraba un producto de consumo de forma 100% nativa dentro de una broma en video.
It was like we had a system that generated insane amounts of eyes and views consistently, But it was all about for us how we could be creative with product placement in videos. It's a native placement. I remember we made that video, sent it back to the company and we were like, hey, is this And I remember we made 20 grand for that. And that was, man, that was amazing back then.
Escúchalo en el minuto 13:40
Marca y posicionamientoConstruir una audiencia masiva ligada a una faceta específica puede atrapar al creador en la búsqueda de validación externa y generar fricción cuando busca evolucionar profesional o personalmente.
And social media was my only source of validation, right? And whilst I was trying to evolve and grow as an individual, I was not saying held down, but I was tied to an identity that I had online, which was attached to hundreds of thousands of people. And as I'm trying to change, there's resistance to that change. And it's pulling me back. So for me, the only way I had to see was I cut that ties with being online and gave my chance, But I have a very, very big appreciation for specific knowledge. And I feel like that's found by genuine curiosity, not just going to what's cool or what's…
Escúchalo en el minuto 18:14
Investigación de mercado y clienteIdentificar hacia dónde se dirigen los flujos de capital y la adopción tecnológica permite reservar activos estratégicos o construir presencia a bajo coste antes de que las empresas y el mercado general lleguen.
And he said to me, find out where the world's going and get there first. If you follow the money, you see where it's going. So it's a low risk, high reward, cost you maybe $30 to $80 per name per entry. And yeah, if you look at historically speaking, what, you know, they did in the .com era, you Like, as you said, where's this, where's the world going? What companies are going to be needing to be transacting in there? Who's going to be needing to have their IP and their names represented? So it's like, all you have to work out is where you can get ahead and put little blocks in place for…
Escúchalo en el minuto 15:25
Inversión inicial y reinversión en arranque de e-commerce
Estrategia y decisiones de negocioZepp se lanzó destinando 34.000 de los 36.000 dólares ahorrados directamente a inventario y puesta en marcha, acelerando su capitalización inicial al no retirar salario de la empresa.
When she started Zepp three years ago, she was 20 years old. She'd saved up 36 grand and put 34 grand into product and into starting this business. She never paid herself a wage. She never took a wage from that company.
Escúchalo en el minuto 20:54
Facturación temprana en ecommerce de producto de nicho
Medición y experimentosUn ecommerce enfocado en un producto de nicho (Nano Flashlights) generó más de 500.000 dólares en ingresos durante sus primeros 10 meses de operación.
Nano Flashlights e-commerce. Yes, it's actually, I've just dove into it. In my first year, I'm still at 10 months, I think, I've made in excess of $500,000 in that.
Escúchalo en el minuto 26:35
Run rate de 25 millones de dólares anuales con venta de e-books
Medición y experimentosEl negocio de e-books digitales alcanzó un ritmo de facturación (run rate) de 25 millones de dólares anuales en solo dos años tras su lanzamiento.
1st of January 2014 was the very first workout book, but we had some other stuff before that. So, that first year, you know, kind of went from 0 to 100 really quick. Yeah, I think within two years, we were, like, on a run rate to do 25 million bucks a year in e-books or something like that.
Escúchalo en el minuto 33:57
Tracción global de usuarios registrados en marketplace automotriz
Medición y experimentosCarSwap superó los 150.000 usuarios registrados a nivel mundial conectando particulares y concesionarios mediante un modelo de intercambio y compraventa móvil.
So we've got over 150,000 registered users worldwide, that is.
Escúchalo en el minuto 24:08
Escala de salida de Sweat: 100 millones de dólares en facturación
Medición y experimentosLa plataforma Sweat alcanzó 100 millones de dólares en ingresos anuales y soporte en 10 idiomas antes de concretar su venta a un conglomerado internacional.
I think it was like 10 languages at the end, you know, 100 million bucks in revenue and then sold the company to a large conglomerate.
Escúchalo en el minuto 35:18
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