How do I make a $100 a day on the internet versus like now I'm like it changed my identity entirely couldn't walk I couldn't breathe I had to like do laps around my backyard follow your curiosity see where it leads you and you're going to find the right fitment for your journey some people might find it selling [ __ ] dog beds but other people might find it scaling on Amazon millionaires have seven streams of Income it's true but it's not what got them there right Jeff Bezos did everything all at once on Amazon and
then now he has a million other things and now he's getting jacked and dating Latinas and you know enjoying his life he wasn't enjoying his life his desk was his door he did one business while they were losing money for 20 years and that's what actually worked so it's compounding the concentration on skills and business models change the way that You're eating the people that you surround yourself with even the items that you're buying the things that you're doing every day the alcohol the weed the drugs you're consuming beauty of online business is that anyone
can spend up a business and get to 10K monthy in a week or two you get more money when you get in the gym in the morning when you got your habit styled in when you know what direction you're going in and most people have no [ __ ] Clue they might be earning 200 Grand a month but they might be stopping themselves from earning a million a month if they actually got dialed in stop eating [ __ ] McDonald's stop going clubbing every weekend you don't need to work really 12 or 16 hours a
day but eventually you just need to think deeply about something go for a walk hire the right person it's like a few key strategic things like there are times where I grinded out every day and I just have to slam my face do everything especially the first month or two but now I've kind of built the whole team very quickly so I'm just like a manager manager so I wake up and I have 50 DMS a day then I have to do some deep work for 2 hours on the specific task that's focus of the
day is it's the honesty with yourself being honest with yourself as to why you want it why do you want this why is it important to you why is that even the goal the only way That you fail is by giving up only game that you can play for your entire life if you're really good at soccer or football or basketball you can do that from the time you're five until maybe you're 35 then you have to retire business is the one game where it never ends the only way if your business is struggling if
you're failing if you're starting the only way that it actually does not work is not when your business goes bankrupt because that business Failed but you did not fail your career did not end then you can just start another one it's it's easier than ever to start another [Music] if you guys knew how long I've been trying to book this man on the podcast you'd understand this has been a battle that I've had to pursue for weeks and weeks and weeks but this man here has absolutely smashed in the Ecom space luk renko welcome to
the podcast my man Thank you Frankie yeah I've been doing a lot of traveling a lot of working been pretty tough but amazing to be here no it's amazing to have you on mate I've been I've been tracking what you've been doing everything you've been doing on Tik Tok shop blowing it up on there your your your Drop Shipping Journey everything like that that you've been through but to give people a bit of an insight into and obviously Davey foggy speaks highly of you as well which which Is fantastic um to let's just take it
a stage back to like obviously you're you're a young man but how did you even get started in the e-commerce space yeah I mean I've been trying to make money online since I was 14 so I was doing reselling trading crypto nfts started a software company in college which raised money didn't go anywhere had multiple agencies I did basically every single business model to various degrees of success but At the end of all of it it would be make some money lose some money make some money lose some money and then eventually in college one
of my friends introduced me to a caffeine vape and he was like we got some free time you know college isn't that hard let's try and run this up and started selling it in person and then eventually moved to selling it on Tik Tok when I realized that you cannot actually advertise Vapes online so then made my first Tik Tok Blew up went viral the first day did $10,000 and that was more money than I had seen from all my previous Ventures where I was making money online but nothing happened and I was like this
this might be something this there might actually be something there and then I ran that for a couple months and we started blowing up a little bit more I was still making the videos um but it was still kind of a little side hobby um in our fourth month I ended up in the Hospital for a month in a com which is a whole other separate story didn't end up dying came out and I was like screw everything else I don't want to do college I don't want to do a 9o5 I don't want to
live a normal life I basically got granted a second chance this has to be my opportunity I got to take it so then for the next two years I went all in on that and then went from being my own Creator getting millions of views blowing up to then building a Creator Team of one in my first month to then 75 creators over the course of six months and then ran that brand until last year where we had a small exit from there I then moved on to Amazon and then we blew up Brands using
the same strategy so instead of Shopify I was put on Amazon also with the team of creators and then most recently this year I've now done it with Tik Tok shop so I've done it across all three platforms but it's been the exact same for the past three and a half Years and I think now I was talking to my friend the other day and he's like your your life has been a series of winding roads across every different business model Tik Tok all these other things when I joined Tik Tok everyone was thinking it
was the Charlie demilio dancing app nobody wanted to touch it all these big Brands were saying that Tik Tok was in the future it was going to die out it didn't matter and now all those brands are trying to join Tik Tok Shop and I've been doing it for the past three and a half years so we're in the perfect position to take advantage let's just talk through that I want there's so much to talk into there but I want to go into this this coma first and obviously how you ended up in a coma
and kind of and kind of what your thought process was coming out of that coma yeah so the the coma was super random it was this this rare disease that about a 100 people in the US get uh a year and it's Almost exclusively for dudes in college so like 18 to 22 range my mom actually found a Facebook group and it was dudes all over the country there was probably two or three per state and the fortunate thing for me was after I got that I I tried like four different hospitals across New York
City and Long Island I ended up randomly at this one Hospital in Long Island ended up in the coma and then two weeks in the doctors were telling my parents your son probably has Another two weeks to live we have no idea what he has cuz it wasn't a disease like anything else and there happened to be one of three doctors in the entire country that had studied this exclusively for the past 15 years that dude was on BAC he comes back sees me and says you're doing it all wrong gives me the right antibiotics
and within a week I'm I'm back alive and I'm awake and I'm talking to my family again so one that I found That hospital because there are many people unfortunately like kids in Nebraska that just did not get the care they needed and they did not have the same outcome I did and then two that that doctor having to come back from vacation so I am forever indebted to that guy that hospital and my family for really getting me through that and that was literally then the most pivotal point in your life because you decided
right then and there that you're you're Not playing about anymore you get you got a second chance at life so I want to I want to do it right now how I earn my money online has to be congruent to what I want to do right exactly and I I like I said before I was kind of always interested in business I kind of always like making money online but it was like a little side hustle it was like the kids searching how do I make $100 a day on the internet versus like now I'm
like this is this is me it changed my Identity entirely and then changed the course of my life where I'm like this is my focus this is my passion and then down stream of that how can I take care of my family who took care of me like how can I build my own Hospital whatever I want want to do later on with the money but the business is the core goal from that so then as soon as I got out and then there was a whole recovery process I couldn't walk I couldn't breathe I
had to like do laps around my Backyard I could do one lap then three laps and five laps once I could walk once I could speak once I could talk once I could breathe again which I crazy even saying that I need to relearn those things then I was like with a passion then I was Finding kids on Discord to do my homework for me I was trying to get my friends to join the business I hired all my friends my family we started scaling it up we started going crazy made a whole lot of
mistakes along the Way but most importantly was because I took it seriously because I flipped that switch and I was like this is the most important thing then I accelerated way faster and then over the Le last three years I've done so much more than the previous 10 years where I was kind of just like dabbling online you know not taking it too seriously so what's your advice then Luca to the people out there that that say they wna scale their what their entrepreneurialship Journey or They want to scale their in Ecom brand what what
is your what is your like piece of advice to give them that Paradigm Shift the same kind of switch that went off in your head to focus on the on the one thing on the thing that you needed to focus on how can they get that switch today I think the the unfortunate part is that uh it would be hard for me to give advice because for any person that's in a situation where they would ready to hear that advice They they wouldn't need me right they would already be in that position and then for
the other people they're going to hear it and they're going to say well this is what everyone else says I've seen this on a million other podcasts and they're not actually going to take any action what I would say is you don't need to have that switch immediately like I didn't all I needed was to start my journey and it didn't need to be and I I certainly did not find the one thing That I think is going to make me wealthy and and be like the business driver which is Tik Tok and Tik Tok
shop that was like I said a winding Journey so as long as you start on that path and don't think is this something that I'm passionate about is this something I'm going to do for 10 years cuz certainly when I was reselling sneakers at 14 I didn't think I was going to do that for 10 years and I didn't I did it for a year then I hopped to the next thing It's kind of like when I was going to college my mom was telling me like you may not like a lot of the classes
that you take in fact you're probably going to dislike most of them but for all the things that you dislike it helps you so much because it tells you I don't want to do that it's shutting off the doors and you want to shut off as many doors as possible until you find the one thing that you're good at that you can do every day that's valuable to society and Then you go all in on that it's very hard to focus at the beginning because is you don't have any context you don't know you're just
picking like a random business model you saw in you know a video on YouTube and you're like this is what I'm going to do for the next 10 years and then you do it for a month and you hate it right but then you can just pivot on on and on and just keep going as long as you don't quit then eventually you should find that one Thing and then you go all in so it's essentially like follow your curiosity as far as as and see where it leads you and you're going to find the
right fitment for your journey cuz like you know some people might find it selling [ __ ] dog beds but other people might find it scaling on Amazon and other people might find it somewhere else on their on their Journey but like essentially what you've done is you followed the Curiosity and then you've Identified a clear pattern and that clear pattern was like find the platform but then find the creators that can create the content to be able to sell on these platforms and then you've just transferred that from one platform to the next platform
and then onto Tik Tok shop right yeah because what I realized for myself was that I wasn't like in love with Shopify I'm not even in love with Tik Tok shop or Amazon I tend to chase the best opportunity that fits to my skill set and my skill set is being able to manage and make Tik toks and use creators to go viral consistently and then whatever we throw that to I could even be running an app I don't want to do software so I'm not going to go in that direction but point being it's
like whatever the link Inn bio is whatever the creators are driving traffic to ultimately doesn't matter I just love building that whole system Such that I can throw in any product any offer any app whatever it is and then we can blow that app get hundreds of millions of views and then drive sales and then at the moment it's like Shopify was the best thing four years ago Amazon was the best thing a year ago and now I believe Tik Tok shop is the best thing probably for the next couple years as long as Tik
Tok shop doesn't get banned right so I'm kind of just looking what's the best opportunity cost for my my Skill set whereas I think a lot of other people are just watching videos and it's like comparing what's the easiest way to make a $1,000 $10,000 which I think you can do in the beginning but luckily I was able to get past that so now I'm thinking what's the best way to get to eight figures and then sell a company and for me I believe that's Tik Tok shop so what what in regards to Tik Tok
shop tell me how you started on there and how you started to identify this as A clear winning platform for you because obviously you'd had success on these other platforms but You' literally pivoted straight off them onto Tik Tok and Gone full in on Tik Tok now yeah I I think that's one of the benefits is like I might be a little bit late to the game like I was certainly late to Amazon um and even late to Shopify I discovered Drop Shipping um six or seven years ago but I was watching too many videos
and I was like too invested in like I have to Learn everything and I was too scared of starting so if I had just started and and you know back when I was doing it it's like you could throw up random ads and you would get a 10 row ad and you could just scale that way but I waited too long because I was too scared but when I do jump in then I go crazy so once I realized okay Amazon works much better than Shopify then we scal that up insanely hard we hiring as
many crators as we could get our hands on and then The same thing with Tik Tok shop when it was in beta I was seeing gan I was seeing all these other brands that were blowing up and I was like uh I don't really know I don't know if it's going to be nearly as big there's all these problems with the platform there were but what I failed to recognize is like if you can overcome the problem problems with the platform early on that's actually a mo because there's going to be a lot of people
that will see that And think well it's super risky well I don't know if it's going to be long lasting because of that the competition is so low and then as a result if you can overcome the sync issues the listing issues the no customer service random deactivations and you can get all the way through that that's how we've seen brands on Tik Tok shop go from zero to literally $8 million a month in less than a year because they took the risk they took the leave and I've kind of had To repurpose my brain
where it's like I don't want to go for the safest option I don't want to think necessarily like oh I have to get all these different business models all these different streams of income you'll see these videos like millionaires have seven streams of income and it's it's true but it's not what got them there right Jeff Bezos did everything all at once on Amazon on and then now he has a million other things and now he's getting jacked And dating Latinas and you know enjoying his life he wasn't enjoying his life his desk was his
door and it was like him like spray paining Amazon and he did one business while they were losing money for 20 years and that's what actually worked so it's compounding the concentration on skills and business models and then for me it's like pivoting when the time is right right so focus on Shopify then Amazon and Tik Tok shop but that being said if you are not A creative person if you don't like working with creators if you don't like borrow videos if you've never used Tik Tok I'm not saying do Tik Tok shop in fact
there are people who are going to make more money you know running a laundromat business that they're really passionate about they work 12 hours a day on for 10 years then they try to Pivot to the hot new shiny thing which I think Tik Tok shop is and it's really worked really well for me because I Didn't jump to the new shiny object I just happened to be doing Tik Tok for so long and then all of a sudden it's in Vogue and now every agency I see I open Instagram I have a new ad
every day I'll get you Tik Tok shop creators the Tik Tok shop AI videos and I'm like these guys 6 months ago were selling You Drop Shipping 6 months before that were selling you crypto 6 months before that we're doing chat GPT you know it's just whatever the newest thing is and we tend To block out the noise and it's like as long as we're focused on our one thing and then if I do Tik Tok for 10 years I'm happy with it and then I'll just be like one of the best guys on Tik
Tok and then I know that if you were the best in your category there's no competition like there's no one else and that's really been our philosophy with everything so so break down how it actually works on Tik Tok SHO are you are you drop shipping products on on Tik Tok shop from from straight from China or wherever you're getting them made or how do that work oh yeah totally so in terms of Tik Tok shop it's a little bit different than Shopify because Shopify is just your own website and Shopify is just like a
backend so you don't interact with anyone else it's not a Marketplace Amazon and Tik Tok shop are different because Amazon's reputation is now on the line because a customer is buying not only from your store but also Amazon and in most cases you know on Tik Tok shop they're just buying your product on Tik Tok shop I get you know DMS from customers all the time where they don't realize I'm even a third party seller most customers have no idea about that they think that Tik tok's just selling all the products right so Tik Tok
shop as a result then has to implement a lot of policies around what you can sell what you can say making sure you have the right reviews and They're not manipulated and then as a result where you can ship from and shipping times is a huge issue so this is where you get into some of the bugs and the issues because you get a lot of violation points and violation points are for each infraction that Tik Tok shop de if you get enough of those you literally just get banned you get wiped off this does
not happen with Shopify so it is very different so one point with that is that you need to be able to Check in with a carrier like USPS us UPS FedEx within two days of shipping if you don't and they don't have a valid tracking number this is to kind of to prevent scammers then you get violation points you get [ __ ] so you cannot sell from China you need to have 3 to five days shipping time in the US now there are certainly ways to drop ship within the US that's a little bit
different I'm depending depending on what product that you're running but the shipping times is Is a primary focus typically you would need your your 3pl to be shipping same day or next day and then even then there's still going to be all these issues so I know people in the beginning they were doing uh Chinese Drop Shipping then they would do the thing where like it wouldn't show it was from China it would resend to USPS by the time it got to the US but if you got even 7 to 10 day shipping which is
good for Drop Shipping you're going to get smoked You're getting it banned within like two months and Tik Tok will not even let you scale because they put order limits or for the first month you can only do 200 orders a day and they will also hold all of your money which I've been posting on Twitter I have almost $350,000 on hold at the moment so if we were scamming customers I would not be getting that $350,000 like that would just be going straight to Tik Tok for all the refunds and disputes so we had
To switch as well because we were getting stuff from China now we have everything made in the US us shipping all of that and then we have to really make sure I mean this is where the beauty of the marketplace come in it's like our customer experience was good our product was good on Shopify but we could get away with good with this we need we now literally need to have a 4.6 4.7 4.8 star customer experience response times refunds disputes claims Product quality making sure that the marketing we claims we can't say this does
X Y and Z you know a cures cancer or something crazy like it actually needs to be in line with what the product does so I think actually being on a Marketplace forces you to be way better as a person running a business there's there's just hearing you explain that there's more more of a moat around this than what I originally thought like there's there's so many Barriers to entry along that and so many fail points so if someone's listening to this they've got an e-commerce brand or they've got a brand that they want to
launch on Shopify shop uh Tik Tok shop sorry um what would be the stages that you would advise them to go through to make sure that it hits the right points so in terms of like price point where is it made quality all this stuff what take me through every step that you'd go through to make sure it qualifies for Even being sold on that platform yeah so first would be on the shipping if they're a brand uh depends I mean they might do branded Drop Shipping but you would need to have inventory in the
US you also couldn't be really be an international brand because you can only sell to the us as well so you'd have to have it in a US 3pl primary audience being us because Tik Tok shop only sells to those then in terms of price point you could go as low as $10 but chances Are if you're a Facebook ads brand or something else you're probably higher aov which does help for Facebook we have seen some stuff up to1 $150 especially in the tech Niche for like they sell in gaming chairs they're selling treadmills that
does work but typically the best price point is between 20 and $50 so in that range potentially if you were a Facebook brand where you could increase your aov through bundles and and upsells and everything and your core skew was Just 20 to $40 that would be perfect then you could just sell one of those and if you want to bundle on top the other thing would be if you're super reliant on subscription Revenue um and bundling those don't really work so they don't have subscriptions at all so it's kind of just like profitable on
the first purchase but in terms of surprising there's some flexibility there you can also do flash sales and typically with Tik Tok you pay creators On a commission so that would be anywhere from 10% to 30% for a sale so the way that I think about this because I actually started with Facebook ads before I moved over is like each Creator is kind of like an ad set and then the commission is determining the Raz so a lot of people will be like 30% commission that's insane I only give 5% 10% if you convert that
to a row as of 3.3 every brand owner on Earth would be begging Zuck please give me 3.3 row as Right if you give 20% that's a five rows like imagine your margins if you could scale to seven figures a month which is very possible on Tik Tok shop and you only had to pay 20% of your Revenue to Tik Tok shop instead of 50% in many cases to Zuck so that is why it's a lot more amenable now what I will say is that you have to be prepared for the ups and downs so
this is where the inventory planning becomes very difficult and Shout out my boy Davey fogy he launched Like a whole 2hour course on e-commerce operations so I would highly recommend you watch that video but the inventory planning is actually something that we have struggled with because you can do nothing and then all of a sudden you have a crater blow up and then boom you do $60,000 in a day when before you're doing five or $10,000 so that's another thing that would be different from Facebook is making sure you have lot of stock on hand
your lead times aren't too Long especially if you're shipping from China because Facebook you can control it a lot more if I give this in the hands of 500 creators I could do $500 and I could do $500,000 and once it's in their hands once they're making videos I have no control so that's also another thing psychologically that there's the pro and the con it's a double-edged sword some people love Tik Tok shop because they're amazing I don't have to do any marketing I don't have to make The ads I don't have to run anything
I don't have to make the creatives there's no oversight for other people more like myself where I'm used to kind of micromanaging people and it's like I'll work 16 hour days if I need to do everything myself then it's a little bit frustrating where sometimes I'll send off the products and then they're going to make whatever the video they want they're not going to use your script they're not going to say all the right Things and the benefits and and how you wanted to right it's not ugc scripting you're not writing out you know here's
the brief here's the shots everything it's more like here's an outline and then go to work you know in many cases they're going to come up with their own random story of whatever happens which is also the beauty of it because sometimes there will be a new angle that you never even thought of so you're kind of decentralizing the marketing now to Hundreds and hundreds of people most of those people have no idea what they're doing but there are some people and especially like the top Affiliates who are going to think of stuff that you
never thought of like they're creators they are creat creative at the end of the day so there's a beauty in the madness and we kind of have a whole way how we can kind of bring some of that back in and start managing some of the creators but the majority of people are Just running a bot which will just DM thousands of creators a day those creators ask for a free sample plus a commission you send it out to those creaters and like I said once it's in their hands then you kind of hope it
goes viral have you ever been in the case where you've had a product go viral it's done like 2 three million but you sold out when it had already when you done 500k views on that Tik Tok alone it Already sold out and then you're left there trying to scramble trying to get more of this product because you got this this uh Tik Tok thing going viral but you can't even get enough product in there dud with my last brand we literally caused a global shortage in the product um because we scaled so fast so
we were ordering [ __ ] from all over the like it was from China from Europe from us we had like 20 different suppliers so it was absolutely insane it Was like every week we get new new inventory then sell it out then again then again I think we sold out 15 times and we launched in September so as we were scaling up we are going into Q4 so it's Black Friday and all of our creators are going crazy we got 150 million views in a month and then we just launched so it's like you're
launching with kind of a test budget and then all of a sudden it scales too quickly so it was like the there on the Good side you know it's a good problem to have because you solve the marketing part but I typically think of e-commerce in terms of like the the trifecta of like marketing inventory and cash flow and you need to solve for each one and I adere to the the the like the the law of constraints or bottlenecks so it's like what is the bottleneck at each time for most people which is why
most of the discourse on Twitter on YouTube whatever is like let's talk about marketing Because everyone wants more sales most people don't know how to Market so then they're going to have a marketing problem which is they have enough cash to pay for everything they have enough inventory they just need to sell it and now it's what is the ad strategy what is the creative strategy whatever with this and because we have such uh such a good crater team and we have so much experience the marketing gets solved within the first two months and then
if The marketing gets solved too well now we have to solve for the inventory problem but what ends up happening is and this is where I have talked on Twitter for the past 2 months is Shopify will give you three-day payouts and occasionally they will put your money on hold and everyone cries out like oh my God Shopify blah blah blah and it's because you scale too fast your refunds disputes whatever else I never took those three-day payouts I was never Grateful for them that was just my default when I got on Tik Tok shop
when I tell you that I looked at the finance Tab and it said I had a 45-day payout by default no problems no refunds no disputes five stars on everything 45 days so all of a sudden I'm dumping more money into inventory more money into creators paying out more commissions we're scaling up from zero to 20K a day in like a month or two and none of the money is getting my bank account so now We go from marketing to now we have a cash flow problem and because we get no cash now it's time
to order another 20,000 units and where's the cash going to come from so this is where it really becomes a difficult problem it's like either you need to have existing exiting experience or you need to scale super slowly and for me that's just not a problem I want to scale as fast as possible well this is what this is what this is what I was trying to work out on Twitter the other day I I was following you I've been following you for a long long time years but in over the last couple of months
I've seen you spend hundreds of thousands on the ax trying to keep this thing going trying to keep this trajectory going and you and you must be now at the point where you're like you're B you're running on fumes in terms of trying to fuel this thing with cash yeah and MX is not not helping I've talked to basically every credit card Provider I've talked to like some of these weird merchant cash advances places that say it's only a 5% fee but it actually if you do the math it's like 50% apy it's absolutely insane
I've talked to like the new startup credit cards like the Brees and ramps and all of those and then the mxes the capital ones It's just tough we launched the LLC a couple months ago all of a sudden we're doing all this Revenue it's super high risk for everyone so MX we got Approved and then I'm spending it down basically like a debit card because they won't increase my limit every time I call they're like you don't have a limit sir I'm like why are my payments getting declined then and they're like uh we'll look
into whatever we doing I've called them probably 20 30 times can't get a new card can't get the limit increased same for Chase CH for Capital One so you're kind of in a pinch where you cannot get credit because you're so new Or the credit is going to be so absurdly expensive it's insane but then you cannot grow because you don't have enough cash flow now thankfully for us me and my partner we've all you know been in e-commerce for the past couple years like we have some money saved up worst case I got a
bunch in crypto it's like I don't want to liquidate because I would take a loss but this is obviously more important um and also a note on investing while we're on the topic is I Had always been on the philosophy where it's like cash flow from your business and then you kind of don't put that back in and just throw it into crypto S&P whatever other Investments Angel Investments which i' I've done and most of those have gone to zero so I I think the angel investment thing is a little bit overhyped even if you
have some information it's like most I'm I'm just like supporting my friends businesses at this point I'm just throwing money here And there and it's I'm watching One business I put 50k in go to zero right now it's like it's we're just here for the journey you know but on the investing side it's like maybe you get 10 15 20% in the S&P if you're lucky maybe you pick Nvidia you get 50% maybe you pick crypto you get 100% but if you just do the math on how much money it takes to buy inventory what
your profit margin is when you sell that inventory and how long it takes you to sell Through that right you you will find out very quickly that you can double or triple your money within two or three months and then do that over and over and over again and the process of doubling or tripling your money then adds Equity or Enterprise Value to your business which is another 3 to 4X multiple on that when you do sell the business so this there's a lot of you know things that have to go right but also you
are in control so You're getting a higher rate of return which then can be multiplied when you sell it you're in control of of how much it goes up or down and you're also building the cash flow for the future so for me this was like do less investing do less angel investing invest in yourself invest in your own business and that will scale so much higher I love I love that you've said that cuz basically what you're saying is if any e-commerce money that I'm making I should have stuck it on the sidelines ready
to invest in my own brand control my own variable and understand exactly so you're you're basically what you're saying is I'm going to operate in my window of competence I'm not going to step outside of it and try and diversify and all this stuff because I'm a point in my life where if I just go into what I know I understand the roas I understand how to get this get this to Market I understand how to sell it I Understand all this stuff why wouldn't I invest the money and back myself because now I've got
a problem is I've invested in all these friends businesses I've invested in the S&P uh 500 I've invested in crypto but now I need cash to scale this product I don't have that because I've invested in all this other stuff is basically what you're saying isn't it yeah exactly and it's either like a math problem or a competence problem or it's like you just have to look at it and I Just never did that and it's like now that we're talking about it it's it seems like it makes so much more sense it's like I'm
not the dude spending 24 hours on his computer and every Telegram and Discord and crypto Twitter and like maybe I give my money to them and they handle it but it's like then I'm rying on another person I'm not going to spend all my time analyzing stocks I got friends who work at hedge funds they they love that [ __ ] they love reading 10ks and 10 Qs and doing DCFS and cash flow models on businesses that was my past life you know four or five years ago when I was working in banking um so
unless you're going to be living in that and you're going to be the 0.1% the 0.01% because in business investing and in many parts of life all of the spoils go to the top 1% it's like the 8020 rule on steroids right like if you are the best investor you just get every all of the money it's not like you get like a Proportionately larger amount and that's kind of the same thing with Tik Tok shop kind of to bring it back is that another thing that if you're trying to get on the platform and
something that we've thought about is what is the existing demand structure look like like how big can these Brands actually get to if you're talking about like a tam um which doesn't matter so much when you're starting you just want to get to 10K a month but if you're thinking can this Actually scale to a million a month 5 million a month 10 million a month you have to think about that and then also is there a leading category because the same exact thing happens on Tik Tok shop if we were talking about Affiliates who
are incentivized to make the most money and have no loyalty to your customers these are mercenaries not missionaries they're primarily driven by views and money because they don't care about your brand they you have no ties to them so Unless you start building those relationships which we have done and I highly suggest that you do which overcomes that Gap so then they become a missionary they care about your mission they care about you so will work for less money and less views than they would for a competitor if you do not have that which you
will not in the beginning and there is an existing brand running the almost the exact same product because most people are Drop Shipping most people are white labeling we're not inventing stuff most people don't have patents and you're selling a very similar product and they already have 100,000 sold which is public on Tik Tok shop Amazon started doing this as well so they can see that Brand's bigger that brand has a th000 reviews that brand has 10 Affiliates who've gone viral and it has their public commissions you can just go to Klo data and see
another affiliate made $10,000 In the last week and then there's your brand that just started has 100 sold has one review which is your mom and then you have no Affiliates who made any money if I am an affiliate that does revenue and can drive sales which one am I picking it's every single time going to be the larger brand so the exact same thing happening if you are the number one or the number two in some cases in your category you don't get some more of the Affiliates you get all of the Affiliates they
don't even see your brand like it does not even exist in their mind and you try and send a bot message to them and some of these Affiliates we have in our community Community who've done $500,000 a million dollar in revenue for Brands if you look at their DMS it's it's not like a couple messages a day it's 50 DMS every single day they're not going to pick you over anyone else right so the Bots are kind of saturated the the hardest part is Getting the launch strategy how do you get off to start the
flywheel because once you do then you get in then you get onal for you Pages because these Affiliates are using Tik Tok and they're scrolling they see enough videos of you they see enough Affiliates making money they see enough sales and then the dollar sign s flashing in their eyes and then they reach out automatically Ally they request a free sample and they post so how do you get to that give me give Me give me the launch strategy LCA you you you've got it give me give me the source give me the launch strategy
I want I want to hear I want to hear this bro unlock the door for me unlock the door yeah so the the the real sauce here uh and it's going to be a little bit frustrating to a lot of viewers because it is not replicable but that's also why I can share it with you is that over the last two and a half years we built up communities of thousands of Tik Tok Creators Shopify Affiliates and people that know how to go vir and make money they've worked on my Brands my partners brands people
that we have worked with so they are highly trained highly motivated and they have do have do have been doing this for in some cases like 24 months before Tik Tok shop existed then moved on because we have that community and in many cases we help these people make their first $1 online to now we have people making over $100,000 in profit we have now overcome that Gap from mercenary to missionary so now they're like well Luca you helped me make my first dollar they talked to my business partner they're like I want to be
on your brand even when it launches so when we launched we launched with 40 creators from the jump posting so all of those people could help us overcome and now we've gotten to I don't know 20 $25,000 sold so now we're starting to get in more of the external Affiliates Just from Tik Tok itself so in most cases people think that Tik Tok shop is a game of getting all these random people to post videos for you I think that is the way the end State the end goal when you're getting you know a million
2 million a month you're going to get random people posting whatever and it's out of your control but ideally you have the fly with with the launch strategy is taking people from our community bringing them onto our brand They are basically the only people posting we give them all the scripts we give them all the briefs we review their content every single day we give them specific criteria for what they can and can't say and how we want to direct them and then we also give them creative freedom and then we heavily incentivize them with
very high commissions and also money per video posting no matter what if if if they get 200 views we still pay them and then we also do like different Leader boards where I've told some of my creators if they do $100,000 for me in a month I'll buy them if they want a van Clea I'll buy them that if they want a cardier I'll buy them that now no one's gotten to it yet I'll say one of our creators is very close and I you can see I don't wear watches so I'll have to become
acquainted with my authorized dealer but I'm in New York city so it shouldn't be too hard but giving me heavy incentive For them that like there's a reason that you're going to pick us over other people it's one going to be the loyalty to me because I helped you in the past two you're going to be around other really good creators three we're going to give you the management the briefs the opportunities the case studies everything that you need so you have the most resources and then four or a [ __ ] ton of money
in a nice watch so you have to give them you have to overload them With value because these are the people that are going to make you rich but you have to make them Rich too and I want us all to come up together and then if that's going to build the biggest business rather than pinching pennies trying to compress their commissions not pay them nearly as much I want to overpay them for the work that they're doing because I know I'm going to get a 3.3 row as on $2 million in Revenue like I
can't get that anywhere else quick one For you guys this podcast is sponsored by content.com as many of you are probably aware I set up content removal.com in 2017 to help people remove all forms of online content and I've looked after some of the biggest names and brands in the world doing it and I would love to help you if you're struggling if you're struggling to remove images videos search results fake accounts or anything online go to content removal.com and we'll help you Today do you see every platform pivot into this model then do you
see like Instagram going to Pivot to this Facebook every every platform yeah so Instagram is notorious for just copying everything I mean they copied Snapchat stories that did very well for them now they're bigger than Snapchat they copied IG reals have not overtaken Tik Tok but IG reals is is virtually 90% of like their usage now nobody really just interacts with each other's posts it's All prioritizing the creators the stories the reals they're going to do the same thing they're already getting inklings of a beta of IG shops some like creators have showed me that
we haven't yet gone on because it's just still too new I don't even know how it works I haven't even seen that yet but I would say they're probably going to have a similar role out to Tik Tok shop which is they had a beta last year I think in July which I guess it's a full year now And then they had a six-month beta and then they launched in December so then it's been another six months since I would say 2025 is probably going to be the year of IG Shop YouTube is also doing
the same thing but YouTube is going a different direction so YouTube Shopify just announced that they're doing a partnership where you can link videos in your YouTube but it directs to your shop now that's great if you're a Shopify seller because you don't have to Come on to the platform but like I've said before I actually think there's a lot of beauty and benefit to being on the marketplace the reason Amazon works so well whereas Shopify is not a name that any consumer knows is because Amazon's front facing and then will do the customer service
will have the fast shipping time we'll ensure that you're getting products that actually work they're not going to kill you they they moderate the reviews Tik Tok is doing The same thing now what will be difficult for IG because the reason Shopify is is having a different path is because Shopify about three or four years ago bought a company called deliver for 5 billion dollar they recently wrote down the value of that to zero like they they just wiped away they threw $5 billion in a trash can now deliver was a 4pl which meant that
they were Contracting with all these different 3pl warehouses to then ship Out to customers and they were going to do the last mile delivery we actually looked at using them for our product I didn't really actually like the company that's I think that acquisition was kind of doomed from the start but Shopify was going to build the infrastructure for the internet similar to what Amazon has done now they failed in doing so which is why I think they're not going to do the same thing because the next level for Tik Tok shop and they're already
Doing this and they're going to they're going to compete with Amazon is they contracted with shipbob which is another 4pl that raised $1100 million and then they use their warehouses for 6 months now they just announced that they're building their own warehouses and they're going to compete with Amazon to eventually have their own Logistics their own warehouses and I predict by next year almost every brand is going to have to be using Tik tok's warehouses It's not a matter of Drop Shipping a brand it's like your inventory will have to be in their hands and
then you pay them to ship it out the same way that you have Amazon FBA you're going to have Tik Tok shop fbt that's the direction they're going to go because you have to use that to ensure that the shipping times the quality the reviews are the best they need to be customer focused because ultimately the customers are going to come and then the brands if There's enough customers there the brands see the money and the brands have to operate within your guidelines and Amazon has gotten stricter and stricter over time more brands have still
gone there because wherever the money is I will deal with the [ __ ] I will deal with the compliance I will deal with the cash flow issues if I can see dollar signs at the end of the rainbow a customer has like one small issue like a a thing doesn't work or you don't get a Refund they're never coming back they're going to te- right so they're going to be very customer focused and ultimately the question is which direction is IG going to go because if they just have IG shop and they don't do
this I think in the long term they're going to lose and Shopify is already basically saying with this announcement we're going to have this partnership so we're going to do a slight variation of it but it's really going to be similar to their partnership With Facebook where it's just driving more traffic and then they can add on that incremental Revenue so they get payment processing but they're really not a competitor to Tik Tock shop whereas Tik Tok shop and Amazon are and then I is kind of a question mark at this point so if if
as as a listener of this podcast what should they do should they prepare themselves for to get into that you know blue ocean which is going to be This coming of age of like Instagram shop and and IG shop and all that stuff or should they actually try even though the the ship sailed and there are many people that have been on this platform selling on Tik Tok shop for x amount of years like you have should they dive into that or should they just wait now until this YouTube shop or IG shop and try
and try and take the blue ocean yeah so I think it kind of depends on the way the stage of your brand and what you're Doing I would say if you don't have an existing brand if you have if you're starting from scratch uh Tik Tok shop is in its infancy a lot of people are saying it's too saturated it's too crazy there's too many Brands like the biggest brand on Tik Tok shop maybe do 5 million a month there's nine figure brands that will probably sell for a billion dollars that are Amazon only right
Amazon is way bigger like this is Amazon in 2012 this is Facebook in 2016 though and I I was Watching videos on Facebook in 2016 when people are like Drop Shipping is dead Facebook is too hard we look at that and laugh because the cpms have quadrupled since then and it's it's way difficult like the saturation just means that there and this is kind of getting to a broader point where I don't think competition actually exists if there is saturation if there's a lot of Brands if there's a lot of Revenue moving through that just
means there's a lot of demand That means that the market is huge like if you look at some of the biggest markets like water there are infinite water brands that are all undifferentiated but there are still billions and billions and billions of dollars and there are billions of Brands like Nestle is worth $20 billion and all the they do is water right so like just because there's a lot of demand just because there's a lot of other brands you know now if it is reached that Saturation point like I said where there's top five brands
on Tik Tok shop with your specific category in that vertical for that marketing angle you got to think creative right so they could sell the same product and you sell it in a different way right like ag1 there's been green powders for years but nobody was using huberman and Joe Rogan on all these products and also pricing it to the max where it appealed to all the tech Bros and it was getting your Nutrients in one day in one scoop so ag1 took an undifferentiated product because grains have been around for 30 years built a
billion dollar brand I mean Celsius did the same thing Prime did the same thing so you just have to think what is going to be my strategic Advantage can I Market to a new angle can I have differentiated packaging can I have differentiated branding is there going to be some Partnerships that I have is are a unique Advantage for me of Course the Tik Tok Advantage is there so if you're just starting out you can build that advantage and just grow a Tik Tok shop I know kids that are 16 17 years old that have
Tik Tok shop agencies making 50 100K a month and 6 months ago they in my DM saying hey bro how do I get to 10K a month and now they have figured it out because nobody knows anything with Tik Tok shop and it is such a wild west if you can get a rep if you can figure out some violations if You can get some creators all you need is to latch on to a couple key points and then find the right brands that want it there is so much demand from Brands to get on
a Tik Tok shop Brands like Crocs are getting on like Lancome like huge Brands you're only seeing in Sephora and the mall and now they want to get on and imagine what budget Crocs has how much money is going to be in a Crocs if you can get that deal deal right so if you're just starting out I Would 100% recommend that you do it if you're kind of a mid brand where you're in that you know 10K to 250k a month I would probably keep scaling whatever works for you I wouldn't get distracted I
would put the blinders on and if you're if you're positive Raz on Facebook and you're getting you know 20 30% margins just like crank the ad spend get better at that dial in watch some common thread collectives they'll probably help you out watch de faity Videos right dial in your LP there's so many other things you can do and there's brands that are Facebook only that do 10 million a month they don't touch Tik Tok shop now if you're above that seven figure range and you've kind of already stabilized you built out the team on
Facebook and you're like we're ready to tackle a new marketing channel because we're starting to see some of that efficiency drop on the Facebook side then I would say the top two would be Amazon or Tik Tok shop and that's going to depend if you have a product where you can see on Amazon there is some like white label space and there's not 50 other listings and you can fit in there that can certainly work but also if you've been doing Facebook you probably have built a whole creative system you built the editors you built
the vas you built the operations the creative waterfall the sheets the tracking you just did that for Facebook so just take The exact operating system you've already built and now you need to just rebuild it for Tik Tok shop which sounds like a lot of work and it is but if you crack that a million dollars a month at high margins lands on the other side of that so I would say depending where you land in that stack like I was describing and if you're eight nine figures like there's literally no reason you shouldn't show
like throw $100,000 at a Tik Tok shop like tomorrow like it's not It's going to be like negligible but $100,000 will get you some big ass crators some good Partnerships and a real crack at it maybe it doesn't work and you just burn that to the ground but I've seen some huge Brands burn millions of dollars on some other [ __ ] that has literally no chance in Tik Tok shop case 100K for an eight or nine figure brand the downside is capped at 100K the upside is you build a new seven figureure a month
channel that ends up Being three four5 million a year in profit go straight to your bottom line plus not to mention the increased awareness of doing 100 million views where now all your Facebook ads are essentially retargeting which will allow you to spend more at a higher row and it flows over to retail it falls over to Amazon like it doesn't make sense not to do it so what have you got your best brand best performing brand what have you Scaled it to now per month uh Best Brands doing around 4 million a month um
current Brands doing around we did 750 uh in the end of June uh and then we're aiming for next month to do around 1.3 1.4 inventory willing so the goal with this one is to get to I would say 2 million a month by you know Black Friday if we can do that then be pretty excited and then what point do you decide to sell it CU I know that you're building them to sell these this time Yeah I think it really depends on so this is where it becomes very difficult think about how you
sell a business so I [ __ ] this up with my first brand so like I said we had a small exit because really at the end of the day after working for 3 years I probably would have made more just working in banking and getting a high salary there for much less of the stress so I actually [ __ ] it up and I talked with a lot of people who were older wiser and had more Experience than me and they kind of drilled into my mind all the things that I did wrong which
would be that when you are selling a business one it has to kind of get yourself out of the operations that was the main problem was that I was doing everything and I had all this knowledge in my brain but the acquirers are not going to be Tik Tok people because you have to think about who are the people that have money Tik Tok has not been around long enough so It's going to be dudes that grew up in the Facebook area that had Amazon Brands private Equity firms strategic acquirers who are in whatever you
know health or beauty or Tech or whatever so they're going to be looking at a higher level they're probably going to be installing a CEO or they're going to have like you run it on an earnout now ideally you don't want to have an earnout which is where you get paid over the course of like another two years because when I Want to sell my business I want to sell it free and clear maybe work for another six months and then I'm out of there so figuring out how the business can operate without me either
by installing another CEO which I've actually talked with someone who's done I don't think we'd probably have to get to 5070 million a year to really make that feasible um but you could do that that would be the end stage where you're basically just an investor in your own Business that makes it the easiest to sell because if you're not even running it and there's a CEO who then has a comp package which it doesn't include you know 100% of the equity which I have and I'm not paying myself and he's getting paid 500k a
year plus you know some bonus on the back end then when they buy the business they just swap me out for the investor and the CEO keeps cooking and like he's already worked and then all they do and this is the other side Is that you need to grow it to sufficient size to increase your multiples so my business only doing like $2 or3 million a year you get like two or 3x on your profit now if you can get to is where we're aiming to the 50 to 100 million a year mark this is
where you can get two or 3x on revenue and we have actually seen this with a couple Acquisitions recently uh so that's where it changes you know where you get like to the software multiples where it's Like 5 or 10x Revenue that's not really going to happen but how do you change it from 2 or 3x evida to two or 3x revenue is getting to sufficient scale and then also differentiating across channels do you have Facebook do you have Amazon do you have Tik Tok shop maybe do you have retail that helps a lot and
then also building up a team where you're not just the oneman Army like I said before I can work 16 hours a day do every single role in the business that's ultimately not Conducive for my mental health for me burning out and then also for selling the business so I'm building to sell now but also like that that then requires me to change it um in such a way where I think it's actually making me be a better operator because I have to Outsource some of the task and I have to start building an organization
and I I'm more of a manager now than an individual contributor whereas was you know kind of the opposite in the last case so just Like being on the marketplace forces you to be a better brand even though it's [ __ ] annoying and I'm like I wish I could just change all these things like Shopify but now it's actually forcing the product to be better the business to be better the experience to be better building to sell also forces you to actually think through things like an investor I know horos has talk about this
a lot and if you do that and you think of it as an asset that cash flows Isn't has Enterprise Value how do you build that is actually the best way to build Enterprise Value is Build a Better Business Bron has less risk higher upside more stability at what at what point in the process though are you pivoting from it being white labeled drop shipped into the brand so you can continue scaling but you've got got the Equitable value that you're talking about yeah so we've kind of Started from the beginning where It was fully
branded from the start um we had somewhat it was not super custom I mean our last product was was pretty white label we've kind of gone with white label products um from the beginning um which kind of broke a belief in my mind when I was looking at some of these exits because I started to study that and I saw a lot of their products weren't that differentiated maybe there was a slight custom formula or this or that but like in many cases Right these these products have already existed these ingredients have already been used
you know there's there's a lot of brands that already existed and you didn't need to come up with some crazy idea it was really like I was saying can you just run a Better Business can you have better operations can you have better marketing so we've never really done like the whole Drop Shipping from China completely undifferentiated the product at its core has been similar Like other people could probably run the same product but The Branding around it the messaging all of that has been differentiated and that's been from day one when we started uh
if you try to launch on Tik toac shop with like an completely unbranded product it's probably going to be pretty hard to stand out um cuz you kind of want to have a brand the beauty of it though is in many cases you don't need to you can just take that extra step add the logo Change the packaging change The Branding design and then you can have a core product that is the same as something you could find in China but as long as it makes it look like a brand to the customer and you're
presenting that and you're Marketing in the right way then you'll be fine from day one and then you can actually scale that to I think pretty high how are you picking the exact product how are you finding that yeah so I have a number of product research methods which they're not super differentiated from everyone else like I'll use PP outs I'll use minia I'll use the ad spy tools I'll also use we use a burner method which is literally just making a new Tik Tok account and then you're scrolling on that and then you train
your for you Page by not looking at girls shaking ass or like memes or soccer videos like you only look at products you like share comment this is A pretty old method but it still works because it's like you're just going to see the method is old but it's going to show you exactly what's new the other way is just talking with other girls moms dads Brothers whatever your target MO is if you have any of those people in your life like I went through my mom's medicine cabinet and I was like holy [ __
] there's a whole bunch of stuff in here right the tech gadgets my mom was using for playing golf cuz she really Loves golf I was like there's a bunch of products right here so whatever your Niche is people kind of forget about the the oldest product research method they used to do in the 50s was literally just talking to people you would have like you know you can call people on the phone you can do Zoom calls you can text your friends you can get on FaceTime and just ask them what they have in
their closet what have they bought recently what are the ads they've looked at at The every at the other side of every Tik Tok and every ad is a actual human being and in most cases we don't know them but in many cases my mom buys from Facebook all the time my girl buys from Instagram all the time my friends buy from Tik Tok shop all the time so talking to those people the other ones that I really love is helium 10 Works amazing for Amazon every Amazon guy already knows that um but if you're
new to Amazon I would highly recommend you can even look on Amazon for stuff that might work on Facebook might work on Tik Tok toop you can bring it across platform so even though it's the same product the Virgin Eyes of the Tik Tok user they they've never seen it on Amazon and then you can you can scale that way the other one is is exploding topics this one's similar to Google Trends I think these kind of go hand in hands I actually like exploding topics better than Google Trends which is showing you over Whatever
designated time frame how has the search volume increased for a certain idea Trend topic and they also have products so like you could have seen five years ago that saunas and Ice bass and everything that Joe Rogan was talking about was starting to go crazy red light therapy and you're seeing as you're getting the hockey stick graph a lot of people when to look when it's up here you want to look when it's down here and it's starting to just come up In the last like three or six months and then you just have to
think to yourself is this going to last 3 five years or is it going to last 35 months because I'm not here to drop ship Trends I'm here to like build real businesses if you want to drop ship Trends you can but if we're thinking like it's just part of a wider societal shift so with the ice bath thing it was like ice bath might be a trend right now but people want to be healthier people want like the latest Craze the podcasters that are talking about are only getting bigger like people are looking to
holistic health you know natural remedies alternative medicine that's only getting bigger and I'm seeing that with a bunch of other data points for my life and otherwise so I think that this would be a longer lasting Trend and it kind of was yeah I I see what you're saying because at the end of the day a lot of these um a lot of these young younger People have been taught to build these Drop Shipping Brands but then they they're they're riding like a a trend for Black Friday a trend for Christmas a trend for Easter
like and and you're basically what you're saying is you've pivoted away from that model and you've gone into looking more longterm like what's going to give me some exceptable value and what's going to give me a long enough Runway to be able to sell this on to someone else because if you haven't Got that it's kind of like you're wasting your skills and you burn yourself out by keep building and then building again and then building again and you've gone five years and your mate that just stuck at one Niche he sold out for like
203 million yeah I mean i' I've seen so many of my friends and I I I have a lot of people who've made eight figures with Drop Shipping and they've done million dollar months and and crazy amount of money and they they have all Of the nice toys and everything like that but they'll say behind the scenes it's like they love Drop Shipping but like they hate the hand wheel like where every single time it lasts for another 3 months and like your product lifestyle maybe you get one product lasts for a year it's amazing
but it's constantly doing new product research new trends starting new things and then as a result also you only get to like a certain level of business where if you're Constantly at like because if you're thinking about like levels where you have to like move at the highest level of level 10 of like a billion dollar company every business looks the exact same right you have a board of adviser you have shareholders you have CEO you have SE Suite underneath them you have VPS underneath them you have managers all the way down right and you're
just managing people that's why every CEO of any business whether they're selling Saunas or service business or oil and gas whatever they're just taking meetings with the people under them all the way down right now you can never move up the ladders in that level of business and that might sound like hell to you but ultimately it's be beside the point because if you're on level one which is just what do we sell and then you get to level two which is like how do we Market it and then you get to level three which
is what are the Operations back end of it then level four is like building the team and so on and so forth but if every time every three months it's like what do we sell how do we Market oh what do we sell how do we Mark and then you're you're doing this you're only going from one to three one to three one to three back and forth you never receive a higher level of business knowledge or competence or you know higher level of Consciousness some would say and as a result you're not Compounding your
skills you're just doing the exact same thing and you become the best Facebook marketer to run these pump and dump products and the best person to find the pump and dump products and launch them so your launch strategy scaling up strategy and product Discovery is Peak but your management philosophy sucks ass your inventory management your operations your back end your Finance your HR all the other functions of the business which you then Need to build up to go to a higher level so all of a sudden this is where a lot of the Drop Shipping
people they can make a lot of money and then they try to build a software company and it implodes in six months and they just burn $50,000 and the only other thing they can really do is try and sell a course maybe transition into an Ecom brand and then they're finding when they move from the drop Shing to the Ecom brand side even though it's Ecom and it's the same thing Because with an Ecom brand you start from level one and you go linearly up from 1 to two to three to four to five whereas
Drop Shipping you just go in a circle once they break past all the stuff they've done before and they're like oh [ __ ] I'm doing a million a month and then I need to actually build all these functions they've never done it before so that is the Reckoning moment for a lot of the drop shippers is going to be can I continue to push through and Break through the barrier or am I just going to go back to what I know because that's the easiest thing and I can make a 100K profit a month
which is a very good income but like you said you never get to the point where you sell for $30 million and then you can buy houses for your entire family right which is a little bit different than you know renting a Lambo in Dubai so what is what is the actual thing then the one key ingredient that you think most Ecom Entrepreneurs are missing what's the one thing that they overlooking that they're not considering doing I think the one thing I mean for me and I've seen in all my friends uh is not a
marketing tactic it's not a strategy it is like fixing yourself uh and primarily your focus so Alex Becker taught this a lot as well as Sam ens they both have achieved tremendous scale I mean Alex Becker sold is com toy for 100 million if you look past Alex Becker's clickbait Tri crypto Videos which he's been doing for the past two years and you go back to his old videos from five or six years when he was building High roast before he actually sold it for nine figures every single video had a completely different title but
ultimately the exact same thing was saying the same thing fix your inputs fix your outputs so if you can change the way that you're eating the people that you surround yourself with even the items that you're buying the Things that you're doing every day the alcohol the weed the drugs you're consuming a lot of focus on food the actual physical inputs then also the media consumption the people that you're talking to the thoughts that you say in your mind that will change your mindset and then ultim like your motivation and focus and not only focus
of like can I do deep work every day which you should be doing you should figure out a way you can get into the Zone but then also Focus across multiple business models because the beauty of online business is that anyone can spin up a business and get to 10K a month in a week or two right but otherwise you know if you get stuck in that rat trap you'll be running eight businesses that do 10K a month instead of one business that does 800k a month right so the 100x relies on you doing one
thing right he didn't sell 10 businesses for $10 million he sold one for $100 million and like I was saying Before if you think about it it compounds As you move up the levels in terms of your skill your accomplishments your ability to lead it also compounds in terms of the success of the business and the multiples you can sell for so it's not just the case that like your focus is split between these two it's actually that you're building two smaller and ultimately will never be sold for nearly as much whereas if you just
focused on one one business doing $20 million a year is not worth 2x a business doing $10 million a year it's worth 2.5 3 4X because it's that much larger and then because you have that Focus you can then focus on building out all the different marketing channels and then as a result you're now in a four or 5x so then it just compounds more and more and more so it just makes more and more sense the more you think about it like unless you have a very specific reason and I'm saying all this running
Two businesses so it's a bit ironic because I have a very specific reason for it unless you have that and last year I didn't and I was running eight different businesses and the majority of them failed I didn't have the skills I had partners that like scam me I wrote multiple threads on this on Twitter like it was a nightmare but this year I'm like this is the focus this is the side business those are the only two and ideally if I wouldn't even want to have A side business it's only because they work well
together that I keep them ideally you just have one like we're going back to the Jeff basos example you know the eight multi multi-millionaire streams of income like he has that now but like he did one thing for 20 years and only that and he showed it to Amazon every single day like that was his Focus so if you look at anyone else Elon Musk runs seven companies at a time but he only ran PayPal himself at one time then He only ran Tesla then he only ran SpaceX like he's bu he's added on companies
but to actually build his wealth to get to 50 100 a billion dollars was one thing so it's like why wouldn't we follow the billionaires versus the guy making 10K a month who tells you to have eight different businesses at the same time yeah I'm I'm glad you touched on this right because Luca I've been mentoring quite a few people throughout the back of this Podcast right and what happens is when they come on board as a mentorship client they tell me all these different things that they're doing and what I do is I I
get them to understand what their window of competence is where their skills are for a start understand where their skills are we remove all the all the crap that they shouldn't be doing and we get them to relentlessly focus on the actual one key task area and not only that we get them back in the gym uh Get them moving get them eating healthy and get them dialed in because most people think that that they've got a money problem or they need more money more this more that but you get more money when you get
in the gym in the morning when you got your habit styled in when you know what direction you're going in and most people have no [ __ ] clue what what direction they go even there might be only Grand a month but they might be stopping themselves from Earning a million a month if they actually got dialed in and I've seen this so many times I mean I'd estimate most people have about 30 to 100 Grand a month of untapped Revenue just because they don't [ __ ] know which direction to go in yeah I
would agree 100% I mean and it's crazy because you will see people that can get to like you said they might be doing a 200k a month um you can get to a certain size of business with Brute Force like literally just slamming your head against the wall eating fast food going out every night I know friends that would like party three four nights a week that were making 50k a month they're in like a college town so they're the king of the town right but if you want to move from being a big fish
into a small pond to them moving to the small fish in that big pond and then growing up to be a shark in the water swim with all the other sharks you know There there will be a cap right so I think hormos has talked about this a lot as well which is like a business is going to grow to the level of your incompetence and that incompetence might be the marketing strategy the tactic the thing that everyone's looking for in the beginning but most of the time it's like you're already smart enough you can
already figure it out for yourself you don't necessarily need a course or a guru or a YouTube video or whatever it's Like if you just fix stop eating [ __ ] McDonald's stop going clubbing every weekend and then like you don't need to work really 12 or 16 hours a day you might in the beginning because you're doing everything yourself but eventually you just need to think deeply about something go for a walk revisit a problem think creatively hire the right person it's like a few key strategic things like there are times where I grind
it out every day and I just have To slam my face do everything especially the first month or two but now I've kind of built the whole team very quickly so I'm just like a man manager so I wake up and I have 50 DMS a day so I have to mow through all those then I have to do some deep work for two hours on the specific tasks that's a focus of the day then I have to go for a walk while I'm like walking my dog or something so I have to think about
how are we going to get to X Revenue goal in the next month and then Once I have that idea how can I then parlay that to all my managers or they going to Parlay that to the people underneath them right so as you move up again from level one to you know hopefully I will get to level 10 then it becomes less about just like doing the individual work myself more about the Deep work moments talking with the individual people so communication and then also thinking because if we're talking about like a business it's
like What is replicable and what is your unque unique advantage and for me it is the cons consolidation of my last like 10 years trying to make money online and three and a half years in Tik Tok such that I now have like a gut feeling which is basically the AI of all my memories that I saying don't do this thing this is a red flag whatever or this looks like the great opportunity which nobody else on the team has and would be very hard to change whereas making Tik toks I Can farm that out
managing people talking to people vas editors all of that stuff I can find those people and I should still find the best editor and the best manager and the Tik Tok creators who are the best and most likely to go viral but those people I can hire for and then I can sit above and if you're sitting above then that dramatically changes your role and it's less about you know how much work can you actually put in and more about how Clearly can you think if you want to be clearly thinking then you can't be
you have to be working out you have to be eating better you have to change your inputs you have to change your media diet you have to change the people that you're around and level up the people that you're around cuz they're going to be thinking differently as well cuz they're also talking about the exit or they're talking about their past and how they did that and then as a result it Will trickle down for you so I've had to change this I've had to go through this for a year or two it's very [
__ ] hard but that is kind of the necessary rooll switch which changes over time to get to the next level yeah what you just literally said there is in order to increase your capacity you've got to be able to identify what road you're pursuing and then be able to remove the stuff that's holding you back from being able to take that one single road to get Get to the destination and where most people fail is most people have no accountability to themselves they think they do cuz they might earn 100K a month or they
might think they're doing well at 30k a month or they might be doing 200k a month but if you actually sat down with yourself and said do you know what can I turn over more Revenue than this yes I can okay cool well wouldn't it be your best pursuit to try and do that then if you think you're in the Vehicle to do it and most people won't sit down and have that honest conversation and it all comes down to that yeah I I think it's pretty hard because because you will believe something so strongly
when it it could in fact be just your perception of reality and I actually learned this from joining a frat in college which I know everybody is hating on through up out of college frats are lame whatever but I I like to take learnings from odd places You know I might be the homeless man or random person or whatever um so in this frat in college we had like a pledge master who was basically the guy who barked the orders at everyone and would tell us you know you have to do the push-ups you have
to do the planks you have to drink all this stuff and other things I'm not going to talk about on the internet but that guy for 90% of what he was saying he was just a drill sergeant and I was like yes sir I just Need to get through it and I was like I [ __ ] hate this guy but like we'll get through it but as we got further along the process and he realized all the other kids who dropped all the kids who couldn't make it all the kids who thought you know
it's a weekend what am I doing this for and it was just me and a couple of my friends left by week seven and we're going to week eight week nine week 10 and we haven't left yet then he starts imparting some wisdom he Said a lot of different things but the main thing that he said to me was perception is reality which is ultimately it doesn't matter what you think how you view the world it's what other people's perceptions of you are and the converse of that which is also true is that your perception
may not be reality it will be reality for you so in terms of First Impressions how you perceive other people how you view a relationship a business partner whatever Your perception will ultimately become your reality but if you want to move to the beyond the base level of understanding then you need to actually understand what reality truly is and I think most people will have like the rose tinted glasses and they will have the employee that sucks but they were there with them from the beginning and they were their friend and they helped them out
and the reality is is if you looked at it objectively if you looked At it as an investor if you looked at it from the outside perspective you should fire that person immediately and then hire a new person but because your perception of that person was tinted through all the past mistakes that they have done all the things that You' have come through because they were packing boxes with you when you started three years ago but now they haven't fulfilled into their role expectations and responsibilities then that needs to Change and that's one example it
applies for many different things but I think ultimately seeing reality for what it is rather than your perception of it but the hard part is understanding because your own brain is going to trick you which one's my perception which one's reality and the ultimate thing is it's somewhere in between and you just have to look for the outliers where the reality is is dramatically different and this is usually going to be where you Can use courses and gurus and consultants and friends and and peers who can then take an objective look and if you asked
three other people and I did this with my last brand I asked three other guys who were older wiser and richer than me and all of them said Luca you have the right skill set to blow things up on Tik Tok why the [ __ ] are you selling Vapes this is a terrible offer the product is bad there's no differentiation it's not a big Tam you Can't run any ads ultimately that business kind of collapsed we managed to exit at the last second but if I had been working on a different product for those
three years I would have made more money what happened as soon as I sold that business 3 months later I launched a new product and we scaled in four months to a million a month whereas that previous business had at its peak done 300,000 a month so it took 3 years to do 300,000 it took four months to do a Million a month so all of them were right my perception was oh well this is my baby this is my business I've been building for so long I started with my friends and I need to
keep running it and da d d d da juels a billion dollar company we can be like them I was [ __ ] delusional and thankfully I can see that now but at the time the only way that I knew to actually close that business down and move on to the next rather than just keep running on a Hamster wheel was because I talked to those other people who then showed me the reality for what it is they removed the fog and then as a result I became much richer and more successful from that point
and it's getting over your own own ego isn't it CU your ego know what's in the way of that your e your ego says oh I've been I've been I've invested so much time and so much energy and so much effort into this thing that I have to Keep on the same path but that path isn't leading you to what you say that you want so you're actually holding yourself back from your own growth and you start going in this little bit of a dance with yourself and you start second guessing yourself what what I
would say on on what you've just said there is the fact of like learning to trust your intuition and your gut and what your gut tells you is is so so critical cuz I bet your gut for the longest time was Telling you that that wasn't the right offer and that wasn't the right path but you kind of probably ignored that and and went with the head right yeah cuz I was like oh why am I listening to my gut like I need to be logical and think through this and I could I can make
all the arguments and I could talk to all the people in the business who are obviously like the Yes Men Who were working under me or my partners who had been there from the beginning so they Had the same perception you can make the logical argument your brain can trick itself But ultimately and this also helped me on the other side of Consulting with people was also kind trying to get to and I learned this from when I used to do debate in high school and I would debate a lot of people about like politics
now I don't care merely as much um but it would get into we're talking about this subject up here but ultimately we would be at odds with each Other and it wouldn't be about the problem that we're talking about it would be that if you took a step deeper than a step deeper and then you got to our base values we fundamentally disagreed about something which might be that we're talking about like I don't know income tax or something and we can talk all day about the logical arguments but fundament it's that some people think
that greed is good and some people think that greed Is terrible and if you cannot reconcile these ideas which are the base values underneath your first principles ideas of like should people be rich should people make money should be people be successful in business if you don't change that idea every single argument layered on top of that then ultimately does not matter so you're talking up here in The Logical but most people are actually making decisions from the emotional right from the heart so the Same thing can then be applied to my decision-making process and
this is what I had to go through as well and I'm actually doing this for another business that's that's kind of failing right now so it's kind of top of mind is we are dealing with this problem with the business and we're trying to make this decision which is like we have these two options which one should we go to and it's so hard because we can have the logical we have the gut we have the Intuition we have what other people are saying all this different confusion and we're up here if we can move
down to what are we actually doing this for what is the base level like greed the fear the lust the desire for clout for appreciation I just want to be loved I would not tell you how many entrepreneurs are you know running up 100 million doll businesses because they just want to be loved and appreciated because a girl when they were 12 you Know that was their Crush they sent them the love letter and then the girl laughed at them with all her friends or she went up to them asked them on a date but
it was a prank and then they still have that in their subconscious and they replay it every night they go to sleep and now they think if I just build a big enough business and sell it for a bill billion dollars I'm going to get Suzie from when you know I was in seventh grade and it's that Spite or like a Teacher said you're never going to be [ __ ] you're not going to make it you're just going to be like your dad or something like it is usually some BAS level emotion some caveman
brain ideology some undiagnosed childhood trauma and if you want to dive more into this Charlie Morgan his entire YouTube channel kind of goes into this where he had a whole story overcoming with therapy and childhood trauma and whatever that actually unlocked where he Went to therapy and he made millions of dollars more it's actually kind of a crazy story but I had to do the same thing to see what is the whole point that I'm doing this for and is it is is it to actually like relive the idea that we had three years ago
and build this product and it's my ultimate passion I think that our Vapes will change the world or is it like I just want to be successful in business and build a bigger business and that's going to make Me happier and then I don't care as much about the product which is more the the realm that I've gone into which is like I'm not product focused I'm marketing focused I'm business focused I love growing I love building bigger things I love making money and I like helping other people around me make money whatever we end
up doing and then once I got to the base emotions then it became very clear to me well this option makes no sense and then we had to switch Completely and then I was like [ __ ] well now I need to sell the business and now I need to go the whole thing and that was a tough tough 6 months and my roommates when we were living in Arizona last year will say the same thing but I'm so glad that I did it so those two exercises were were hugely important for me but it
takes real balls to to face yourself this is what most people don't do most people think the um that that everything is external to them whereas It's all internal I know even even when I go through a breakup now for argument sake I won't go external and try and start sleeping with other women and trying to cover it up and trying to mask it in all these other ways and trying to do all this other stuff external external external I won't do that I'll go internal and I'll sit in the pain and I'll work out
where the pain pain is and work work within that you have to do the same within a business the same when you Got to make any decision in your life you got to go it's all about looking inside yourself and there's all the answers that you need not trying to get these external validations because like you say if you spent all your life chasing this billion dollar exit or this or this or 10 10 million exit because you think that's going to validate you for something a core wound that you've never addressed that is a
a ladder against the the wrong wall moment when You get there because I experienced that in boxing boxing to me was all about proving Worth to other people and when I went to World title level in boxing as a trainer when I stood there next to Michael Buffer and he's saying let's get ready to rumble I'm looking out at 15,000 crowd and I'm like holy [ __ ] I've L my ladder against wrong wall here I'm empty so I've experienced that at the highest of levels and I know exactly what you're talking about when you
when You speak into that and I I think you should be proud of yourself mate because at the end of the day for you for you at your age to be able to look within and go you know what this is this is [ __ ] this is not what I want that's that's an amazing thing bro so you should be proud of yourself for that yeah I think I think the hard part which was hard for me and for other people is there's a lot of Shame and discourse around like what should be the
right reason which is like All the people who are on podcast like this or like on the Internet or like you might see it on like the times whatever is like oh I had this crazy invention and I wanted to change the world and I want to do charitable and save all the Guatemalan farmers and all this like other stuff and like take care of my family and whatever and like you might just want to make a lot of money to like [ __ ] [ __ ] and do drugs and it's like if if
that is ultimately your goal it's Like who am I to stop you you know and and if and if you are trying to say tell to yourself at the end of the night when you go to sleep you're like oh I just I wish I could find like a big booty latina but then you have to tell yourself I'm doing this to save the world I just care so much and you don't then that internal conflict is going to lead to an external issue which is never going to be resolved until ultimately you can say
to yourself like even though It is shameful even though I can't really say this publicly to other people because they're going to make fun of me or maybe you just don't care so you will which would which would be amazing right if you can deal with the fact that like you're just doing it to spite your teacher because I mean heroi talked about he had some difficulties with his dad when he was younger and that was his driving force if you can move past that shame and that embarrassment and just be Honest with yourself and
say like hey this isn't not like the most holier than now I'm not Mother Teresa I just want to get rich to buy yacht like who cares you know if that is your goal ultimately you'll have that resolution in your mind you'll understand where it's coming from and then as a result you will not have the internal conflict that will lead you to do self-sabotage and destroy your own business and then you will just actually become more successful as a result yeah It's the it's the honesty with yourself being honest with yourself as to why
you want it why do you want this why is it important to you why is that why is that even the goal like that's that's the level of honesty you got to have and it's about going through that five wise process until you get to the core reason you actually want it and if that reason is something like you say to try and um impress that person from your past or this that and the other then you know Your ladder's L against the wrong wall and if we if if we all just take these steps
back we can unlock so much information that we've never never even conveyed to ourselves and you don't go through life trying to cover up this [ __ ] um which is which is again is powerful considering what you've what you've been for and what you've learned in your time because now you're building something yeah you want to make a lot of money out Of it and you want to exit it but at least you know now why you're doing it Luca which is which is a powerful thing yeah I I think the hard part though
is that it's not there there was that like kind of Spiritual Awakening there was a time where I died but and there was the time with my last business when I was selling it all of those were different pivotal moments but it isn't like a black or white like I was this and now all of a sudden I'm saved and I was like This it's kind of like I went through this and I had this experience so it it pivoted me this way but then I had a different one it pivoted me that way and
I'm saying this all right now but who knows in 3 to 5 years what it will be so it's a constant challenge it's a constant pushing myself to stay motivated a constant pushing myself to understand and it is difficult because you might have that understanding at one point and then I've seen this with many People especially in the tech startup world where they raise a ton of money they fully believe in the vision they want to change the world they want to build a big business all of a sudden it's three to five years down
the line they realize this is kind of a SLO we're not growing that much I realize that you know at the end of the day I I thought that when I was younger now that I'm a little bit older I just don't like it anymore and un fortunately for them They're stuck in the unfortunate position that they have raised $100 million and they are indebted to their investor so shutting down the company returning all that Capital especially with all of your your employees where you've been giving them options to buy your shares and they might
be thinking about the house you're going to buy when you go public which is now never going to happen then all of that is Weighing on you because you thought you wanted Something and and probably you did at that time and then it changes over time so that is the difficulty is that is a day by day kind of talking to yourself and this is where like some gratitude some meditating some journaling some walking in the park where you're constantly reevaluating not to an obsessive degree not where you're going too too crazy but maybe check
in yourself every month every 3 months every six months even once a year at the End of the year review like are all the things that I was doing this year based on how I feel now is that fully in line with my goals and then also not beating yourself up for saying like oh I didn't see it I was so dumb I was so stupid it's like with the available information at the time it was a tough decision and you chose between a 51% and 49% and sometimes you swing and you miss but you
don't have to go back and look say and say you were so terrible more so I Failed I [ __ ] up I'm human now I've changed now I've learned now I've gotten better and now we need to reevaluate which is the important part to Pivot and change course slightly yeah and that reevaluation period doesn't have to be a period where you beat yourself up for it it's like you know just accept that these things didn't run that relationship didn't work out that business isn't for you that sport isn't yours anymore that that Served its
purpose understand what served its purpose so you can actually move and that all comes down to the radical honesty piece and like you say if you don't take yourself on the walks the meditation and all the other stuff that no one else talks about on any other e-commerce podcast they just talk about Rass and scaling on Tik Tok shop and all that stuff but they miss out this the the the kind of spiritual piece that you need to bring yourself back to Understanding I mean like you don't achieve what you've achieved in life unless you
have that moment because you'll never get to the num you'll never get to the number or when you do get to the number you'll find out you've lost every other area of your life your health your happiness your girlfriend your family so it's it's not about pursuing something and it being about that or nothing else it's about how do I attain the goal but but also maintain Every other area of my life that I know is important to me and then when you break it down to that granular level you can actually take yourself towards
something meaningful uh and get your exit and achieve all your financial goals but you don't have to get tied up in all the [ __ ] of of this story that you tell yourself that's not even true yeah I mean speaking of not sacrificing all the other areas of my life that's actually something that I've Been struggling with a lot for the last 3 months because I was building up this business which was the primary focus and then I was also traveling a lot where I went to music festivals in Vegas and la and then
Miami Fort Lauderdale Fire Island Long Island New York I was seeing all these friends family going on trips so those two were already a ton it was it was a lot on top of that and then it's like how can you maintain relationship with girls with friends With family work out eat healthy like there's a million things once you start to stack up and you're like if there is a something is a priority it needs to be prioritized over everything else means that you cannot you cannot have eight things that are priority you can have
one maybe two so for the last three months it's like then I couldn't go to the gym as much I couldn't eat as healthy I couldn't go on any dates I couldn't talk with my family nearly as Much so then as soon as I came back I was like okay well let's spend some quality time and now we have to make up for it now then we're back with the boys now let's go out with them now let's start going on dates again and then we don't travel as much but then if you're fully prioritize
on your business and your business is saying to you you could be scaling much harder you could be two or 3 Xing if you just locked in and you didn't do anything else so this is where Then people started to popularize the idea of Monk mode which is they were kind of dealing with the same struggles that I am which is that there is no prioritization and if you try to excel in every area of your life you will ultimately be a jack of all trades master of none so that's where instead of doing it
where you would have one priority then two then three static throughout the entire year you would have let's say in the winter in New York Nobody's really going out there's not really parties there's not much going on so I could force myself to go on dates I could force myself to go to these events I could force myself to see all my friends but rather than doing that I would do that in the Summer where right now it's actually difficult to have three or four invitations every single weekend um whereas in the winter it's like
you have to DM every single friend just to go to a single party it becomes Way easier well then maybe now is the time where I should be focused on that area of my life and then in the winter I should be focused on more locking in the business health and wellness and then maybe in the spring it's more focused on my family so you go through different seasons and ultimately that's one way that I think has been popularized and I don't really ascribe to monk mode I do like nightmare modes which are Sprints where
you will just lock yourself in Your room for I usually do one to two weeks and I just door Dash food I don't interact with anyone socially I barely use social media outside of like what I do for my business um and then all I do is work for those two weeks and then I get a dramatic amount done rather than what would be done in two months I do it in two weeks and I isolate from everyone else and then when I come out well now I can go to the gym again now I
can see my family so using time as a is a variable Rather than priority that's one way I haven't really seen other ways but that is something that's I've been kind of struggling with and I haven't really found a specific Solution that's kind of the current situation I'm dealing with I think you kind of just everyone has to play their way and and find out what works best for them some people might train in the morning feel Elite some people might work for a week not even leave the room and then and then go back
To training for the next three weeks whatever works for you pick your poison but just pick a direction and stick to that stick to that framework and ride that out and then if and make sure that that's working for you and get and get the right framework in because every successful entrepreneur or e-com e-com guy that I've met you know Davey fogy and all that stuff they they all they all have a routine and the routine equals the results that they get simple As that I mean what what is the biggest thing that you learned
from DAV fogy from being around him I think the the level of standards and like he just operates at a higher level of Excellence with almost everything he does like if you just look at his YouTube videos they are just better like the production quality is up there the level of information the amount of research the preparation even for our interview it's like I'm showing up with this is my Background he's in like some Stone mahogany 1800s library and it looks absolutely insane he's got like the 4K quality and he's come prepared with the questions
and ahead of time he was doing everything and then when I've talked with him on the agency side then he he has the virtual assistant who's on point he has the executive assistant who's on point for scheduling and that level of excellence and the standards he set across not just him not just across his Business but the employees he's working with the people that he's involved with the other business ventures that he's doing where he knows that like I have to maintain these standards and ultimately it's like I thought I had that everyone is like
I only hire a players I only work with the best of the best I hire this thing but it's like I'm working with some $5 an hour vas and and he's playing with like people who got like the full-time NBAs coming from Harvard Or whatever the Australian version of it is people who've ran $10 million $20 million businesses those are his assistants right so like the level of Standards the Excellence that he sets across the board like once I saw that and I had interacted with him across a iety of venues I was like no
wonder this dude has built the udie to be an insane business where you could look in and be like oh they were just doing some crazy product and these little designs and he Was good at Facebook whatever it's like there's a lot of people who are doing that there's only one Davy like there's four sharks on Shark Tank in Australia and he's one of them like that is an insane accomplishment and I think it's because of the Excellence that he holds everyone and himself to day in and day out I I am I had the
privilege of bringing Davey fogy into podcasting so I was the first one first one to ever get him on a podcast and talk him into doing It and I've seen his whole evolution of self and I've had him on twice now and what honestly one he's he's a he's a cracking guy but like you say his his the way he approaches Excellence is something to behold in terms of like okay this is how he turns up this is how he articulates himself this is how he gets across a point he i' I've watched his evolvement
in the way that he speaks go from like you know Baseline lowlevel to now a a great communicator and you Just he's someone that I I think a lot of e-commerce entrepreneurs has to look to model because that's the kind of that's the kind of trajectory that you want to go on and like you say he's employing all those backend roles to to fill in all those gaps anything that he's not good at he's filled it in with someone behind him that's better at it than him and he's always seeking to to learn and understand
from people like yourself what what doesn't he know about Tik Tok shop that you know and how can I learn that in the fastest possible way and that's that's something learn from him as well it's like you know ask ask be willing no matter what level you are that this Giza turns over 500 million a year or more right on multiple Brands but he's still willing to DM you and say hey what what is it I don't know about Tik Tok shop tell me tell me give me that lesson because I want to learn it
and that's that's the that's the truth When you're at that level and and then I see people in Dubai who are earning like 8 million or 3 million a year and they think they're God's gift to to to the sunshine and they won't even ask anyone a question and it's like but I know that the top of the game asks questions and that and they're willing to learn from from all levels so that that's what I've learned from him on a personal level I don't I suppose you see that as well yeah I I definitely
agree um it's it's Sort of reinforced where in my mind where some of the people who are the best of the best it's because they talk less and they listen more and it's less hearing themselves speak and even when they do speak they might be the most eloquent the most articulate the most knowledgeable in the room they understand that the only way to stay at the top for so long consistently across all these different Avenues is to consistently learn from people who might Be doing less revenue or beneath them or less followers or younger than
them they're like well I have so much to learn from them so I think that's why it's been a huge partnership where I've learned so much from Davey hopefully he's learned a little bit from me and you know he can blow up on Tik Tok shop but that's really kind of recalibrated what it takes to get to and then also stay at that level the one thing I want to ask you about Tik Tok shop before we Go is I want want you to give me the framework that these guys can use that they should
give to the creators to make sure that the content that that the creator creates is on point so that because obviously you've learned that framework over time what what is that framework yeah so we call this a creater brief which is the encapsulation of everything around your brand that is specific to this Creator to give them as much information viral videos and Everything that they will need to give them the highest probability that they're going to go viral and make you money so it starts first with the product a basic explanation of what the product
does there's any ingredients there's any technology skincare whatever else any studies that will back up any marketing claims because then you're going to move into angles what are the ones that work the best who are we speaking to the demographics the Psychographics what do those people watch listen to especially on Tik Tok What are the channels that they might watch how would you talk to them and especially if you have video examples that would work even better and then you get into the viral videos from either an existing product that is very similar to yours
like a competitor an existing product um from a video that has been made for your product so you're really starting like the smallest the the Closest to whatever you already have so your product commed products then you might move out into a category so like larger tech gadgets and products on Tik Tok shop then you might move out beyond that to larger Tech in your category on Tik Tok and then potentially other influencer videos where they can take inspiration like I said before creators are creative at the highest level but you're going to be dealing
with people that are really good and then people That have never made a video in their life before so it needs to work for all of them and typic Ally you will give less Direction and less management to the people who are at the highest level so I like to give the most because they can take a couple pieces just read the viral videos and then not you know ignore everything else and for the people that need it they will have the vast majority of everything so start with the product the demographics the Angles than
the viral videos usually we do around like 5 to 10 and they should be probably two or three per angle so if you have like three angles you have three videos per angle we have probably like eight or nine angles so it's like one or two video per angle and then once you have that brief we then also send them you know if there's like studies that they need to read there's research papers there's Google articles then we'll also update that every month so a Lot of people will make the brief and the brief will
be great and then it works for the first month or two and then it starts to die and they don't update it they don't add new scripts because we'll also give scripts to people so ultimately you start with that brief which is the page you don't want to give them much more than that for the first couple weeks and you see how that goes as people are posting then you can update that give new videos and I would Highly recommend as well if one of your creators is cooking and they're doing well share the wealth
we'll have one Creator do really well and they might do $80 $90,000 in gmv and then we have other creators copy their videos and just make new versions of it and then we can rinse and repeat because once you find that winning formula you can run the same type of video for three or six months at a time similar to like a vsl on Facebook you just need to swap out The scripts drop out the audio change the person who's making it and by giving it to 10 other creators they're automatically going to create those
variations I love that I love that LCA I love I love the fact that this podcast you've broken down like the all the elements that you need in Tik Tok shop to make it work but I also love the fact that you've you've brought it back to the mindset and how important it is to get your mind right and how and the Framework you have to look at things within and being able to go inwards as well because I think this is this is so important that people miss and a lot of e-commerce podcasts that
I talk about we we we haven't got to that point because I think they're not as aware as what you are but I think just just hearing you your your awareness of self enough to know when things are right for you and when when things aren't and just being able to differentiate what those are I Think that's been really powerful today but I love to ask this question at the end of every podcast because I think it allows the guest to really articulate the the the key lesson that they want everyone to take away from
this right so I ask this Luca if there's one piece of golden wisdom you can leave and impart on this audience right and you can't leave anything else you can't leave no no Frameworks no no e-commerce stuff but you can just leave one piece of advice That will move this audience forward 1% from today what would that be to you one okay so I can only say one thing I would have to say uh the only way that you fail is by giving up like I view business not in any one business not any one
side hustle I view business like Warren Buffett where he was trading stocks when he was seven years old and now he's like 97 or some [ __ ] it is the only game that you can play for your entire life if you're really good at Soccer or football or basketball you can do that from the time you're five until maybe you're 35 then you have to retire and then you watch some of these players they're shooting basketballs and they're old and it's kind of done it even if you're you know talking about Fitness and weightlifting
if you look at Ronnie Coleman he can barely stand because he's been lifting weights for so long and he's only 65 business is the one game where it never ends until the day that You die and you can just keep working and never retire so if you think about that on a long time frame that the only way if your business is struggling if you're failing if you're starting the only way that it actually does not work is not when your business goes bankrupt because that business failed but you did not fail your career did
not end then you could just start another one it's it's easier than ever to start another one and also if that then transpires to How you handle other people how you deal with relationships and how you treat everyone around you if you think I might be working with these people for 90 years as opposed to 90 days how is that going to change the way that you handle that interaction M that is that that last bit is powerful if if you just change the time frame of how you look at working with people that that
is the killer right there that bit that bit I love the Other piece as well but that bit really resonated with me because it's like if you play long-term games with long-term people you're going to get the best the best things in all all areas of your life and guys do me a solid favor I'll put Luca's details below this podcast give him a follow um I'll put his Twitter and I'll put his Instagram as well and Luca thank you very much for dropping this value and guys subscribe to this on every platform let me
know How this episode landed with you I hope it adds value on how you can use Tik Tok shop but also how you can look at how you use your mindset and look inward to move yourself forward in all areas of your life so I hope you've enjoyed this episode and much love I hope you enjoyed this podcast drop a comment below and let me know who you'd like to see on this podcast next quick one for you guys as you know over the last 6 months I've been taking on many mentorship clients And they've
had some phenomenal results some of them 5x in their revenue some of them 10x in their revenue and some of them going Way Beyond that don't take my word for it here's some of my previous mentorship clients results hey everyone my name is Ros kabani I'm 24 years old and I've made over eight figures online the best people I've met are always investing in themselves what I learned through working with through working with Frankie is I can Give some money to this person who has met virtually every major influencer in the world you actually get
a snippet of every single major player he's uh met and worked with and Frankie you made me an extra 200k within a few meetings so bro thank you for that
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