[Applause] [Music] [Applause] so good morning guys it is currently uh let's see uh 7 12 in the morning uh here in london um i just finished up first thing i do whenever i wake up is i sit in front of my jew usually i'm but naked uh so i spared you guys that expense yeah usually i see in front of my juve and then i journal and i do that for you know five ten minutes i wake up at 6 50 and then i'm here in the shower for seven and then basically just shower meditate and get to my desk for 8 a. m and start work obviously it's a little different now that i don't have a gym a month ago i did come back from cape town and i was there for two months and all gyms everything like that was open there so yeah my schedule's a little different usually i do work out first thing in the morning and yeah i thought i'd bring you along for a realistic day in the life of an agency owner so with no further ado today is going to be a pretty bulk standard day i'll leave timestamps now if you want to skip to anything specifically and not look at the rest of my boring day but yeah here's a bit of context as to what it's like being an agency owner um when everything's locked down first things first let me show you what the ore stats were like from last night so uh not the best not the worst uh my hrv was crazy low i'm not sure why that is uh let's see sleep two hours 24 deep uh three minutes latency 152 ram so yeah that was today and that was yesterday so not the best not the worst but all in all i'm feeling pretty ready for the day by the way i picked up this vlogging camera the sony rz whatever the hell it is but um anyways um been so long since i've like vlogged with a small little camera like this and i will i'm just looking at the screen on the side one thing i've always hated about sony's is they said that they fixed their skin tones with this camera i still don't think they did so i think the skin tones are terrible i look white as hell anyways i'm not a beauty vlogger this doesn't matter it's kind of today so kick off with the 20 minute meditation yeah let's get this started hello there so real quick let me just run you through what i've been working on this morning so uh at my agency ig media we are expanding quite rapidly i guess the thing that's that's broken us right now is not actually on our clients that we're at right now it's a fact that out of our last like three out of our last five clients are all spending above 10k a day and in fact i think today is billing date for one of our performance fees so you'll actually see that later today what our performance fee was uh in the first month with one of these clients but anyway the reason i say this is because there's a big difference between spending like you know a k a day or 2k a day for an e-commerce business and then getting to a point where you're spending like seven eight 10k a day you know that's a real big difference and actually i will say one of the clients last month uh we weren't spending we were probably spending like an average but actually let me just look it up i remember danny uh who's my cmo i mentioned it was uh i remember danny was my cmo mentioned it was like 2. 4 million crown or something like that a swedish crown swedish 2.
4 yeah so we spent 207 cases a pound so that is so that's right around like 280 000 so yeah almost like 10 000 a day but anyways long story short um the issue is once you start spending this sort of money for clients um there's a lot of load balancing that needs to happen so with a lot of these clients we've got like not one account with one specific client we've got 10 ad accounts and as large with some of these larger budget uh accounts you know we're load balancing between anywhere from like three to as i said with that one client 10 accounts so that was really the straw that broke the camel's back um you know i knew that we needed to hire a new performance marketer back in like early january um and we were kind of fine until like early february it is now uh i don't want to look at my watch there's no date function it's now mid-march and yeah it's evidently clear we really needed a new performance marketer like six weeks ago and it's funny because when we started getting a breaking point that's when like obviously more fuel was added to the fire and we just got like these sort of three behemoth clients so um so yeah we're right around 20 clients at the moment with the agency handling it incredibly well still maintaining the incredible standards we have at the agency but danny luis kieran like my team is they're done they're so burnt out um so as a leader i should have really made this more of a priority but this time when we've gone about hiring we've used a very different uh sort of approach and it's worked incredibly incredibly well so far we've had around 150 responses the quality has been incredible and that's across upwork uh facebook groups uh reddit we're running facebook ads at the moment for the job position uh linkedin ads and a whole host of other stuff it's been really really interesting this time compared to last time that we went about hiring yeah basically today at the moment i'm just checking in on the linkedin ads the facebook ads i'm going through all the new responses i have 47 new responses that i haven't had a chance to look at in the past couple days and then any good candidates danny then takes a preliminary interview probably very similar thing to the last time we went about hiring last july for the sorry guys this camera cut out i'm already having some issues with it's the most expensive latest and greatest vlogging camera but um yeah not not really a fan of it so far but anyways as i was saying uh any good candidates basically danny is i'm gonna sift through these uh 47 new responses danny my cmo is gonna have a call with them it's gonna be probably very similar to what we did last year which was a hundred you know we got 150 40ish applications uh from there danny took around 45 50 interviews and then uh we streamlined that down to like seven really good candidates and then from there we actually gave like a list of like 20 really good candidates to our cpa students so this time i think we're probably gonna get like 250 300 candidates because we're spending a decent amount of money actually getting these people through ads facebook ads and linkedin ads so we'll probably get like 250 300 candidates danny will probably take 75 to 100 interviews a lot a lot of interviewing and then from there we'll probably compile a list of 50 really good media buyers and then from there there will probably be five or six that are like world-class i'm talking like the top zero zero one percent of performance marketers advertisers media buyers whatever you want to call it um this time i think i'll probably hire two rather than one just to kind of future proof slightly and then the other list of you know 48 or you know the other list of like 40 to 50 performance marketers we're actually going to give that to the meridian mastermind students so that's launching this summer it's sort of our highest level of service and support um yeah i've been wanting to launch a mastermind for a long long time and i think everything that's going on in the world the kind of craziness of it is kind of coming to an end and just that face to face i think there's nothing more valuable to it so that'll be a year-long mastermind and as i said because we're so meticulous and spend so much time at money when it comes to hiring it's a shame that sort of all these other good candidates go to waste which is why we give it to some of our students at the education company so um yeah let me just kind of show you what the process is like so you can see right here this is my beautiful cmo danny interesting yeah you can tell you can tell he's a cmo and very analytical but um yeah so basically this is the page that they come to unless they've come in from upwork um yeah so this is kind of the page they come to and then at the bottom they fill out this application and um yeah so far as i've got like 47 responses that i haven't looked at but you can see some various you know some of the questions that we ask and obviously you know for members of cpa we're actually going to add a two-hour segment to the vault you know which is the whole live aspect of uh cpa basically just going through all the ads all the ad copy we wrote how we managed to get so many applications what we asked uh the entire process like over the shoulder walk through but anyways you can see right here tell me about some of the most difficult problems you've worked with and how did you solve them in your life work somewhere else it's interesting because some people will talk about things in their personal life um relationship like you get some very and then you know a lot of actual business or work so it's very very interesting uh one another really interesting question um when if ever is lying permissible it's very interesting just to ask some of these sort of high level uh questions uh and then what was your biggest frustration with your previous boss employer or client so yeah basically as i said the mornings is just kind of like my quiet time you know from 8 a. m all the way until my team calls start at 3 p. m and then earliest any sort of client checking calls or sales calls start will be around like 1 pm so it's nice because i got that like 8 00 am to 1 pm period and time frame just for myself to focus on some of the high level stuff with the agency so that's what i'm working on this morning [Applause] so it is midday and that means that it's time to get some exercise in now i'll be honest with you guys my exercise routine or my workout routine is just so off at the moment for me it's just a matter of you know 30 minutes well it's 30 45 minutes because i'm in monk mode at the moment 45 minutes just getting it done and that's pretty much it so you know probably three times a week i'll just do a little at home uh push-ups pull-ups weighted push-ups pull-ups and then you know four times a week i'll just go for like a little run uh and i'll be honest i'm you know i'm kind of just coasting at the moment um you know last year i really pushed myself physically i ended up boxing for six weeks like every single day twice a day and had a fight at the end uh i ran a marathon with like 14 days prep that was definitely an interesting experience so yeah right now at the moment you know nothing's open no gyms nothing like that i came back from south africa and there i pushed myself a lot every day was training really really hard in the morning with my buddy pete but now that i'm back in london it's i said you know it's different parts of your life you focus on different things i know that you know kind of between when i came back mid feb to mid april which is when gyms open again in the uk you know it's really just a matter of maintenance and awkward really pushing myself too much um on another note a lot of people have asked me where this is from it's a company called free train and people like oh is that like a heart rate monitor that's that etc etc no i actually tracked my heart rate with my apple watch this so as i said you know i had had no running experience whatsoever and then i just kind of got into running like mid-november and then early like literally three weeks later i was like yeah you know why don't i run a marathon in two weeks so i ended up running a half marathon like no yeah i didn't really know what i was doing so i was just holding my phone in my hand for you know literally two hours uh and now i was like okay yeah this is not very practical so then i looked at one of those armband things and those suck so yeah this is a free train this just puts my phone right here so i can have my air pods uh put my key right here and then uh if i need anything else like if i want to do cards or something this isn't really good so i usually just put them in these uh so these are actually for those of you guys who are curious these are early prototypes of the cargos from the new principal collection from my clothing line gadget um yeah these are early prototypes the next round of prototypes is actually meant to come in like four or five days um so yeah these are still very very early days but i've just kind of given up at the moment i wear these all day we have them in a few different colors um and they're comfortable in the day and i can literally just go straight from working to like just changing top putting on shoes and um yeah just work i work out in these i work in these i train in these um like honestly i just kind of lifting these at the moment so um yeah these will be uh launching with the rest of principal collection end of april uh for anyone wondering what shoes i'm wearing these are the uh alpha fly next or vapor fly next percent these are the vapor fly next percent hold on a sec i got these as well which are the alpha fly next percent um oh yeah there's still some water at the bottom anyways yeah i got these now i actually bought these for the first time in uh cape town and i hated them like literally i ran in them twice and then i gave them to my buddy uh because i was like man my house is so dirty this is the only downside i've realized to having a four floor house i went from having a two-bedroom apartment last time and i stayed there for like two and a half years and then i was like the entire time i was thinking like let me upgrade let me upgrade i ended up moving into here which is a fourth floor house i live in knightsbridge in london i used to live further down like more like central chelsea area but um but yeah so i moved into a fourth floor house and it's just it's the worst it's funny guys because everyone thinks that they want to like get a bigger house and more cars and like man as you go along your journey you just realize like you just want less stress in your life so you know it's one thing to have things in your life or nice things in your life it's another thing to maintain them that's one of the reasons i don't have a car would just like stress me out you know it's sitting there having to do maine today and still et cetera et cetera anyways i don't know how it comes oh yeah dirty house um these as well uh for anyone who's getting into running strongly recommend these i ran my marathon in these um these are kind of like marathon running shoes um so my best piece of advice to you if you're doing serious running if you're about to run a marathon right for sure go for these but i see a lot of people doing like uh you know i see a lot of people doing like 3ks 5ks 10k in these and it's just like and you will injure yourself in these trust me um these these are a lot more forgiving like these are the perfect blend you know so it still has a carbon fiber plate in here same as this um but like honestly like you'll do your knees in with these uh and either way i want to say i'm just not a fan of these full salt which is funny because this is the second pair i've owned i've caved in twice but whatever let's go for a run simple run for today been doing a lot of training at a 160 i'm sorry 159 uh bpm basically when i ran the marathon my uh i mean i didn't sub four hours with 14 days training which like i'm not even gonna celebrate or like take credit for because i didn't even think i was going to be able to do it so it was honestly just like a total shock to me as well but um yeah my heart rate was savagely high like savagely high um so yeah basically trying to run at a decent pace with lower uh dpm that's really what i need to work on too close all right yeah there we go so lisa and gents back from my run now i'm about to hop on one of two onboarding calls today this is actually a client that i signed up yesterday the day before uh client that i signed up day before and without going into too much detail because i did the full call breakdown all the way from demo to sales call and obviously i'll be breaking down this onboarding call as well so for those of you guys in cpa just go there it's going to be in the vault so i'm not going to give you guys the full like few hour breakdown of how this client came about so i'll just throw in a 60 second highlight of the sales call here i can imagine your frustration you're managing twice as much spend it seems like they're um i mean two hours it just seems like they're kind of [ __ ] you around um uh you know what it is with that mates they speak to someone that assumes doesn't i mean i think they could be working with people who don't know how facebook works so they just make up stories and say oh you know this is how it works and and this is this is how ros is maintained and it's built i mean they were spending i think last uh from the first to the eighth or first to the seventh of this month um they were spending around 5k a day and it would just like it would just be [ __ ] it would just be point four 1.
3 point five return last man when our minimum is two um i mean that's where we break even that's not even where where we uh where we make make anything on top so i mean we were doing about one point uh let's say loading one point three and one point four and and it took them and then again they didn't overnight just spend four they they did um they started spending a k then two then three then four slowly until they got to the point where they were spending four four and a half um i i cut them off on on the seventh um i then off the back just released 4k and spent overnight myself fresh fresh uh campaigns all new creative all new coffee and we're staying at two point six two point seven uh they're charging us ten percent so ten percent of wherever they spend in the month um is is their fee number one ad spend okay um i assume you're a bit more pricey than that no no no no no no no no these guys are fleecing you oh are they no here here's the thing so you know i have um so a little bit about me obviously i have my advertising agency but i also run an education company uh called gradiency so we you know we're you know we're literally uh the people that uh you know we're the experts that all the you know agencies in the world come to learn from and you know uh one of the yeah one of our favorite things is is to make fun of agencies that charge a percentage of ad spend because here's the issue right if an agency ever charges you a percentage of ad spend or percentage of revenue just leave the meeting because here's the issue okay our incentives need to be aligned right so we only we should only get paid when we're making so i actually closed this clan on a 2800 pound a month plus five percent return on ad spend so at this stage in my agency i get most of i'd say probably 70 80 of our uh overall agency revenue from performance fees so you can see right here i made some notes during uh the actual call i don't know how well that shows up so basically this company did uh they've been around uh around six seven months they did 2. 5 million pounds and the first six seven months uh february they spent 55k jen they spent 108k and now they're at a point where they're spending around five ish thousand pounds a day like five six thousand pounds a day so i'm just gonna try and show you that top bit right there as you can see the goal is with them uh in in six months is to be spending 500k a month and bringing in around 1. 3 million pounds a month so i'll be around 800 000 pound a month uh a return on ad spend and then you also saw right below that we charge them 2800 pounds plus five percent return on that spend i'll go ahead and pop up that base retainer you'll notice that it's something above like it's like three thousand three hundred basis twenty eight hundred pounds plus the said british clan so we charge that on top anyways with this clown we estimate first month we'll make them probably around like a hundred to two hundred k return on ad spend so that's a five thousand to ten thousand kind of within that bracket five thousand to ten thousand pound performance fee on top of the twenty eight hundred pounds and if things go as planned or able to hit their benchmark that they wanted um in six months in six to twelve months which is 800k a month return on ad spend that'll be a 40 000 pound a month performance fee so yeah as i said the last like six weeks or so we've just been getting these really big whale uh performance fee clients um one of which as i said i know i need to build today so i'll ask danny what the final number is on that and then we'll build them i'll show you guys what that ends up coming out to but i'm one minute late so i'm gonna close these blinds turn on my nice lighting and just do the onboarding call with this client so i'll give you a 60 second recap of how that went uh first kind of generic question is right now where is the majority of your traffic coming from uh it would be from instagram uh number one and then it would be from facebook google and then snapchat okay all paid yeah all paid um we don't we don't have any you know massive uh like organic stuff it's all this majority paid i say 80 of it's paid got it okay i so i see you guys here a video where you explain and show very cinematically the product the hot a bunch of views so i'm curious to know how how did that go like if you if you run out like on youtube how did it go because because we like to run nuts on youtube yeah uh agency does that i don't do that i don't i i have no experience in google i had no experience in snapchat no no but just in general how it went like do you know it was profitable or just google google in general youtube youtube i'm not sure i couldn't tell you i just i just look at google in general as a whole and how does google in general google they we do about uh we spend about a k a day and they bring in about a full four to five return that's fine okay because yeah maybe we can scale harder on youtube we've been trying to push them to go harder than than only spending uh a thousand but i don't know they just won't budge okay okay if you can give us in the meantime access to those to our account to the aragon because they think we don't have on these two emails that'd be great i think our number one country is the uk we dominate here in the uk our conversion is the cheapest here in the uk um secondly eu uh eu does also like well similar to similar to the uk but the u.
s australia and new zealand is a market that we haven't massively touched in and whenever whenever they have tried to um it's always been just [ __ ] that's funny for most of our clients the other way around us always the best performing uk is the most if you if you can make us the best performing then then i'll i'll be happy to take it but i mean from experience i'm up for the challenge [Music] all right real quick before you have the interview right yeah okay before the interview i need to hop on the uh platform call uh before that um and then wait when's our new our new client call is in after so like an hour okay um can you send a loom to once your interview is done can you send a loom to um and just go over um what our return on ads like how much we spend uh basically just our performance view for last month if you can bring that down yeah for sure it's from 17th of feb to 17th february all right wait let me just check the building 17th to 17th yeah yeah it's 5 on anything above 100k you're a return on spend i could tell you now if you want okay um okay so from the 17th of feb over here although to each one i will still get attributed something else later but we we spent 2 million and 78 000 crowns and made back 4 million 757 000 crowns so if i were to do the math over here real fast dot four million seven hundred and fifty seven one two three minus two million and seventy something one two three that's two 2. 7 million crowns roughly i'll do the appropriate numbers in the room okay but if i were grounds that's 316 000 back so we take out we take five percent 100 yeah yeah we take 500k on anything yeah so the first hundred thousand dollars we don't take any performance fee from okay so if i subtract 100k or to 300 316k that's 216k and the five percent of that that's uh ten thousand eight hundred dollars it should be a little bit higher because i rounded down okay yeah i saw that so ten thousand eight hundred dollars yeah okay perfect so that's like seven thousand eight hundred pounds ago so yeah obviously we'll we actually build them until okay good first month very good first month yeah yeah man just room to scale you see they want to scale the 150 000 a swedish crown how much is that in pounds are dollars they they want they want us to spend 500 tvs these weekends what's a 250 a day yeah that's around 30 randomly dollars yeah yeah um some of the products aren't keeping the raws as high as ideal so we'll see we'll see how it goes yeah challenge okay well um yeah if you can just go ahead and just do the final numbers in in the loom and just uh yeah just center over a loom um after your interview um just with all the final numbers and stuff that i know i'll build them in like an hour or so when when i see that on them come through because um yes speaking of speaking of spending 30k a day for this client um you need to get on that interview help us find our new performance marketer all right perfect cheers all right guys so just finished up with my second last call of the day for a super secret project it's not really super secret but um yeah we'll talk about in today's video um yeah it is currently 5 41 p. m here in the uk and i got one final call in the day and that is a climb on board and call so uh let's head into that i'll probably do a screen record and drop some clips in better contact because yeah that's the thing you've got the product you've got like you've got like three out of four of the pieces of equation in place it's just if you can get this product to haul in quick because i mean yeah like 60 000 euros worth of product like just consider that sold yeah i just consider that so like it's that's not much for us to move um so we often we haven't run that okay okay well well i i i'm the one who makes the big claims and then danny's the one who shouts to me um no but i mean it's just like as you said you you've done that you've had 60 000 what days before you said yeah yeah not not with not with this product only okay but it was it was the best seller okay well yeah still um but indeed uh i think we have to or i have to think bigger and [Music] we know the potential and it's not like a big gamble or something it's just indeed what you said uh shipping should be faster the main thing is you know this product works yeah yeah yeah um and indeed yeah this this supplier has has made like 10 000 packages already but we can ship that to another supplier or whatever but but we will make it work and now place a new order okay all right perfect so ladies and gents i wrapped up with all my calls for today it is currently like 6 25 ish um danny sent that uh so let me actually put this down let me explain kind of the way we do things at the agency is that pop that up slightly oh there we go so the way we think uh do things at the agency um at the moment around like 70ish percent i'd say uh yeah probably around 70 percent of our agency revenue actually comes from performance fees yeah 70 i'd say 70 i was gonna say like 60 but yeah i go as far as 70 at the moment so obviously when it comes to performance fees um a client is billed so for example this client this is actually their first month with us so we build our performance fee in this client's example in this class case it was 1600 pounds that's just our base retainer now it has been around like 34-ish days since they signed so it's actually now been like 37-ish days basically like a week since their billing date right um and a week after their billing date danny who's my cmo comes in and basically goes through all of our goes through all of the ad accounts all the different uh platforms now it's very easy to do this with our client reporting system that we give uh all the students inside of cpa and move that away but um yeah so so we do that we we gather the grand total then we minus any double purchases any issues in terms of attribution tracking then also minus the ad spend and that kind of gives us our grand total so um i'll pop it up on the screen but also just uh i'll pop it up on the video but also just having it in front of me so we did with this clown this is swedish clown we did 4.
7 million uh swedish crown revenue and we spent 2. 1 million uh swedish crown in our first 30 days which basically leaves a return on ad spend so converting to dollars of three hundred and twenty three thousand dollars so we made this client three hundred twenty three thousand dollars return on ad spend now in our deal this client before they came to us was doing around 120 130 ish thousand a month return on ad spend in dollars now we want to give ourselves a little margin of safety so we set the benchmark at a hundred thousand dollars so we went hey for the first hundred thousand dollars we're not gonna take any performance fee because you guys can already achieve this without us right so we don't wanna make money if you guys are already getting the same result that we'll get you right so we only take a five percent return on ad spend on anything above a hundred thousand dollars so in this case we only took five percent on 223 000 so um that comes out to eleven thousand one hundred and seventy seven dollars and by the way there's like danny like uh rounded up in the text but in the loom it's like the full actual numbers so that's eleven thousand uh 177 is our performance fee for the first month i saw a five-figure performance fee for the first month but in but i live in london you know i'm a british company so we charge all of our clients at the agency in pounds so that comes out to eight thousand and sixty one pounds plus sixteen hundred pounds which is our base fee so the entire sort of total for the client in the first month was nine thousand six hundred pounds which i believe comes out to like uh eleven thousand plus like sixteen hundred so that's like twenty two hundred dollars so i think that's like thirteen uh billable from this clan so what i'm gonna do right now is where's my phone my phone is here what i'm gonna do right now is i'm actually gonna build them as you can see right here so you can see five percent roads performance fee first month 8160 you can see i'm gonna press pay automatically and then i'm gonna show you my guys's iphone and then i'm gonna get tristan to um i'm gonna get tristan to blur it out as best as he can so send let's hope their bank doesn't decline i'll get tristan to blur out their name but unfortunately put that down there unfortunately sometimes this uh happens uh where is uh a stripe let me just check you know unfortunately sometimes this stuff happens i mean uh you know when you're doing like a five five figure some uh yeah comes back and do not honor so yeah i i should be able to do this without revealing any sensitive clan information you can see right here um the bank returning the decline code do not honor so basically what do not honor uh means is the bank basically just declined it like the clan has enough money there's no issues there the bank just declined it because it's a larger than usual amount probably so i'm just gonna message the client um right now and let them know that hey the payment got declined um and uh yeah that's pretty much that guys uh there'll probably be a last few little bit of the vlog now this vlog will probably go out like a week after um uh i recorded or maybe like maybe like five six days after i recorded so i'll throw in like 100 i would have come in so i'll throw on a screen try right now of the payment um or maybe even it comes in later today but but yeah that's a little bit about how we build at the agency in a little bit about um yeah what kind of the first month retainer or performance fee looks like for kind of one of our um average to higher ticket clients now when danny dropped the loom to the clients to let him know uh the billable which i think the last one was like 8 000 or like 8 400 or something like that but um the clan actually came back and was like hey heads up you actually started five days after because obviously we didn't start from the day that we build the ads actually went live like five days later i'll drop that message just here obviously at the end of the day we always show the client to loom and then if there's any amendments usually what we do on stripe is you can actually do a partial refund if there's ever a case where we've over attributed sales and we kind of retroactively find that out or actually in this case it was five days where we took performance fees we shouldn't it was actually also an ad account where we should have taken performance fees and we didn't so i actually brought it up slightly as well anyways the final total and they actually paid us in dollars so we end up receiving pounds uh was 9 900 u.
