Amazon and TV: How Devin Sells $210,000 Per Month On Amazon And Gets His Products On TV

To me, it's that freedom to wake up and do what I want when I want, work on what I want when I want, and as long as I want to some extent, but also to have that passion behind what I'm doing. I absolutely love e commerce and everything with it and learning marketing and all of the things that it takes to really grow and scale an e commerce business.

You're listening to Freedom Fast lane presented by capitalism.com this is the show about building businesses and investing the profits so that you can live life on your terms. And now, your host, the future owner of the Cleveland Indians, Ryan Daniel Moran.

Yo, what's up fastlaners? Listen, you hear me say all the time that I'm very proud to have been a part of of the journeys of over $100 million businesses. I'm very proud of that. And we've recently set a goal@capitalism.com to create 100,000 DECA millionaires. I kind of figure at this point if we've created hundreds of million dollar businesses, that only time is a factor between that and creating deca millionaires. And the goal is 100,000 DECA millionaires throughout my career. So today we're going to be meeting with one of those 100 and we're going to hear about the plan to go from one.

It's actually more like two and a.

Half to 10 million over the next couple of years. So we're gonna lay out the plan of how Devin Dorish went from working the regular 9 to 5 job, doing okay for himself but being dissatisfied with it all, all the way to getting to a million dollars to $2 million.

And is now moving from 2 to.

10 in a brand that sells grilling products, grilling accessories called Grillaholics. Devin has a very humble beginning. He's still very humble about his success, but he is one of those people that continues to keep a big vision.

In sight and moving toward it every day.

Where you're gonna benefit from hearing from Devin is you're going to hear the type of mentality that it takes to push to that first million and beyond. You'll hear that his turning point was when he realized that he needed to go all in on one sales channel and he needed to stop distracting himself from the different ideas and opportunities that were constantly thrown at him. So if you listen to the show, you've probably seen a very consistent pat pattern, which is you build a brand, you launch three to five products, you get those collectively to about a hundred sales a day. That's a million dollar business and then you turn on other marketing channels and other sales channels and you continue to roll out new products and that's what takes you into the multi millions. Now I'm working with Devin inside of the backroom, which is my mastermind, to go from a million dollars to $10 million and be prepared to sell. And Devin has a site set, set on a $10 million business and $100 million empire. And we'll go through what that looks like. So if you are just getting started or you've already got a successful business, you're going to benefit from hearing Devin's vision and how he is building it out with this interview with the wolf of Amazon himself, Mr. Devin Dorish.

Hey fastlaners, welcome to the show. Today I'm joined by the man, the myth, the legend, the Devin Dorish, the wolf of Amazon himself. What's going on, dude?

What's happening? Glad to be here.

Good to be hanging out with you, dude. I've been really excited to chat with you. I was hoping that we could kind of kick things off by you telling me a little bit about the business that you're in. As much as you're comfortable sharing.

Yeah, for sure. So my brand's called Grillaholics and we focus on barbecue accessories and kind of like a lot of E commerce people. We got our start selling on Amazon and started doing the private label stuff and now we're starting to do some unique things, custom designs, really trying to set our brand apart from the other grilling companies out there.

Yeah. Beautiful. And I believe you and I met in Toronto for the first time at one of our workshops, is that correct or had we met before?

Well, that was the first time we met.

Personally, I should say. You know, we kind of ran into each other. I joined ASM3 and so I saw you speak at that conference and then started listening to your podcast between the ASM3 live event and the ASM4 live event. So got a chance to meet you in person at the ASM4 event, but at the time was kind of just getting started, so.

And here you are now you're on the show and you're the wolf of Amazon.

That's right.

So Grillaholics is your brand and how's it doing at this point?

Things are really good. We had some pretty awesome growth over the last few years.

Last year you cut out just for a second. Did you say you're right at about 2 million over the last year?

2 and a half.

Alright, that's great. Congratulations.

Thank you.

Tell me what you did before you became an entrepreneur.

It's kind of a funny story to some extent. I would say it goes back to when I was a kid, but I've always had the desire to be an entrepreneur, but really didn't find the right calling. When I was in middle school, I was making mixtape CDs for my friends. Started DJing in high school. When I was in college, I actually got involved in some network marketing stuff. Really was just trying a little bit of everything. When I was at school, I was studying finance and accounting, got my cpa, started doing auditing, but every single job that I had out of school, I absolutely hated. I was miserable, super bored. Just didn't feel like I was meeting kind of my potential in terms of making an impact on the world and just felt underutilized, basically. I had done consulting for a while at one of the big four professional accounting firms and left there to pursue a job locally. And then during that transition was when I had heard about selling on Amazon. Basically at the time, I had gotten involved with Amazon to create enough cash flow to leave my job to be able to pursue my network marketing business full time, which is pretty funny. And so it was like, I always knew I wanted freedom, but doing the things that I was needing to do in network marketing just didn't work for me. It wasn't my personality. And so when I heard about selling on Amazon, it just really made sense and everything clicked and kind of ran with it and got really good at it. So that's kind of where I am now.

Well, it sounds like you were fairly successful, or at least in most people's eyes, working normal jobs and doing consulting. So what was the point in which you were like, all right, it's time for me to do something different. It's time for me to make a change.

I never really liked the corporate world. Like when I was in college and, you know, studying for a master's in accounting and knowing that I was going to be going into, you know, being a CPA and doing audit work out of school. Actually at the time, I knew I didn't really like accounting, but it was kind of like, oh, well, the best jobs coming out of school are here, right? At least from where I went to school, right? Like going into investment banking or something like that that paid more wasn't really an option. And I think that there was always kind of this resistance to the system, Right. And I think I always knew that it wasn't a good fit for me. And that was why I was basically trying to do, you know, some form of network marketing, literally from college all the way up until I started my Amazon business. And so I knew I wanted out, but I didn't know how. And, you know, like, sure, the money was. Was decent in the jobs that I had, but it also wasn't going to get me, you know, to, like, the big goals that I had and the big dreams that I had. And so I knew I needed to do something different. And I would literally sit on my drive to work listening to podcasts and things like that and just being completely miserable, knowing that I had to go to a job every day. And so that desire to create freedom was really my driving force for figuring out how to build an E commerce brand online.

So tell me about the early days. Do you remember the day that you made your first sale?

Yeah. So it's pretty cool. So we kind of ran into some delays on our first product. Basically, we got the packaging. We spent all this extra time to really make our packaging awesome. Put some images live on Amazon to start getting our initial reviews, and came to find out that somebody else had previously trademarked a phrase that we were using on our packaging. And so we were like, oh, we better change that before we fully go live. So that delayed us about two months, but when we finally got the inventory over from China into Amazon, my wife and I were actually on our honeymoon in Curacao. While we were there, it was kind of when we pushed the go live button and started a campaign to start boosting our product and things like that.

So you got your first sale and the inventory hit while you were on your honeymoon?

Yes.

So all your time was dedicated to a business and you had no time for other activities is what you're saying.

We made time. We made time for everything.

I'm picking on you.

Definitely spent some more time than most people would on a computer during their honeymoon, but luckily there was some rain and things like that, so it didn't make being inside so bad.

What were those early times like? What did it feel like? Were you scared, nervous, or just totally thrilled?

I think it was a mixture of all the above. You know, I think there's always that feeling of, well, you know, is this product going to take off? And it's kind of like, why isn't my product selling? You know, other people are selling this. And so, you know, there's all those feelings. But at the same time, I always knew that this was my option, this was the way I was going to create the freedom that I wanted. And so I was Going to figure out a way to make it work.

So that was when it started. I want to go to the complete other extreme for a second. You got this start as a way to quit your job, and you were taking your first sales on your honeymoon today. You did 2.5 million last year. And I know that you have bigger sites in mind as well. How big of an empire do you want to build?

You know, this to me is kind of our first brand, but the goal has always been to kind of build a conglomerate of brands. So I would say, like, I do have desires to kind of hit that nine figure level. And, you know, right now I'm focused on getting to eight. I think there's a lot of things that I want to accomplish in life and I feel like kind of getting rid of any fear and scarcity is an important part of that. To have that huge safety net I think is important for me.

By huge safety net, do you mean by building the first brand to eight figures before you move on to the next, or do you mean something else?

Yes, yes. So that just having a bunch of cash in the bank is kind of like, if everything goes to crap, then I've got that to fall back on. It's kind of basically the ability to swing for the fences.

I totally get that. And it is a new level unlocked once you achieve that. So let's talk about the in between. You want to build $100 million empire. Me too. That's why I do this stuff. You started on your honeymoon. Let's talk about the middle. The climb itself can be lonely and it can be a grind. So what was the worst day on the route to that first 2 million?

Worst day. One of the big things when you're selling on Amazon, as I'm sure everybody's aware, is there's always things that can come up that aren't in your control. And whether it's the random product suspension or we've dealt with counterfeiters and all the things in between, if you have a product that makes up a huge chunk of your revenue, that's always a scary feeling, right? And so there's been times where we've had issues with like our best seller and it kind of makes you pucker a little bit. But, you know, at the end of the day, I've always been, you know, the do whatever it takes kind of guy. And I'm going to figure out a way to win regardless of what obstacles I have to go through. But I think there is always that fear of everything going away and Having to start over again.

And you've mentioned the desire to be at $100 million. You're going to have to go through a few challenges, I imagine, to get to $100 million. But you've already dealt with your own set of challenges. What is it that keeps you moving forward? When you hit those suspensions or those mental barriers of fearing it's all going to go away, what is it that continues to drive you forward?

It's kind of like an unwillingness to settle. For example, on the desktop of my computer, I've got a picture of a green Lamborghini Huracan. Why wouldn't you want a Lamborghini? Why shouldn't everybody drive a Lamborghini? It's kind of like, well, I don't drive a Lamborghini, so I still got more room to go. I think it's just this desire to provide for my family, to create a legacy, to make sure that I've got all the things for myself shored away so that then I can really just make a huge impact in the world and kind of be a game changer. There is a process there, but it's kind of like, well, I'm not there yet, so I can't stop. And that I owe it to myself, I owe it to my family, I owe it to the world to reach those goals. And so it's kind of like you just can't give up when the things get tough. You got to keep pushing through. I'm also a pretty stubborn person, you know, like I, I did a half ironman at one point and honestly I totally under trained for it. And it was sure stubbornness and determination that got me through it. And so I kind of take that approach at business too. It's like, I don't care what happens, I'm going to win and finish the race.

Now there are some people who are listening to this that say, man, if I just had a seven figure business, if I had a million dollar business, that to me would be a success. You've got that, you've got a multi million dollar business this year. We're gonna grow you even bigger than that. You've got new products coming down the line that are really cool that I'm personally excited about. So you're gonna be continuing to grow to that eight figure mark and then build that hundred million dollar empire. Did you ever have the point where it was like, if I just get to seven figures then everything will be fine? And what would you say to the person who just wants to be at the level that Devin is right now.

I think what's interesting is the grass is always kind of greener on the other side. And what you don't realize is some of the challenges and things that come up at those different levels, right? So I remember when I was first getting started and I was kind of like, if I could only hit 20,000amonth in sales, I'll have made it, right? But what you don't realize is how much of that is profit and how much of that has to go back into growing the business. And once you reach a certain level, you kind of. There's a new realization of, oh, crap, I can't do this by myself anymore. I need a team. And so I think that there is an aspect of like, you have to reach a certain threshold to support the infrastructure and things that you're creating. And so for me, it was kind of like, oh, well, now I'm at this level of sales per month, but man, the inventory that I need requires a lot more cash, right? And so it's kind of like this game of pushing to that next level to actually get to, you know, the level of like, you know, take home that you want. And you know, for me, I just, it's just I haven't gotten there yet. I've got, you know, a lot of big goals. I like being comfortable. I like kind of eliminating the pressure and noise in my life. And so that hasn't happened as much as I want it to yet.

There are plenty of people who release products and never get to that seven figure mark, much less feel the confidence to say, I'm gonna hit eight. So what things have you focused on that you think have contributed to your ability to grow through that million dollar mark?

Interestingly enough, I think there was a big pivoting point for me and it was honestly when you spoke at the ASM4 event and had really hit hard on the idea of blasting for rank and pushing product for rank. And so I went all in on that strategy that night and within that month basically was kind of a turning point for our first product. But since then it's really been about launching products that really fit our niche and our brand and are consistent with the message that we're trying to convey and rolling out more products, making sure that we're doing the things well on Amazon for those things, and then staying focused while we're doing it right. Like, I think all the plateaus that I've had kind of along this journey have been from, you know, getting distracted by, you know, new marketing techniques or new channels and things like that, versus just continuing to go deep on what, you know, I'm really good at, which is Amazon.

Yeah, amen to that.

Hey guys, this is Ryan.

We're going to take a quick break.

And we'll return to the show in a second.

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You've kind of doubled down all in on Amazon and you've eliminated the distractions. Have there been any other things that you've tried that didn't go like you thought they would?

Yeah, a lot of things.

A thing or two.

Yeah. We've definitely been like, okay, we need to diversify off of Amazon because, you know, we don't control Amazon. We don't know what they're going to change. And so we want to create safety. Right. We've spent some time, you know, trying to build up like our website on Shopify and we've gotten a few hits in terms of different products that we have and getting them to work, but we haven't. It's a completely different game than selling on Amazon. And so, you know, that was kind of a huge distraction to the extent that it's like, okay, we're pushing hard on this and then, you know, Amazon falls back a little bit because that's not where our focus is. I've gone down the rabbit hole of trying to do funnels. I still think that that has potential, but, you know, it's kind of like well, is Amazon maximized completely right now? If the answer is no, then that's what we need to be focused on right now.

Would you tell me about the TV spot that you experimented with?

Yeah. So we actually were approached by the team for the Rachael Ray show and it was kind of, I don't want to say we got lucky because I don't necessarily believe in luck. I think it's all about the, the things that you prepare for and then, you know, opportunity presents itself. But, you know, basically we had, you know, for our primary product, the first one that we launched, we were, you know, one of the best sellers on Amazon for that product. You know, I think that coupled with our branding and our positive reviews, and we made it a point to respond to every single review that we get on every single product, regardless of its positive or negative, to make sure that we're really engaged with our customers. And so I think that kind of made us stand out as far as this product goes. And so Chris Kimball used to have a show called America's Test Kitchen and from time to time would do a show with Rachael Ray. And they asked if we'd be willing to have them feature one of our products. And I said, of course, why wouldn't I? And what is it that we need to do to make this happen? And basically all they asked was that we provide enough inventory for them to give to their audience. And so that was about it as far as how we got on there. And then I would say that as far as website sales and Amazon boost at the time more than covered the amount that we gave in terms of inventory. And it also kind of really helped further our brand and have that credibility of saying, as featured on Rachael Ray.

Yeah, so you've crossed two and a half million in sales, you're growing towards eight figures. You have a nine figure vision in sight. You've been on Rachael Ray, you're the Wolf of Amazon. Look Devin in the mirror for a second and imagine your life a couple years ago. How are things different today that have surprised you?

I mean, obviously the biggest thing was being able to leave my full time job. I think that we probably waited longer than a lot of people would. But obviously, like you'd mentioned, I was in finance and accounting, so there was a bigger salary threshold to cross before I could leave that. But to me it's that freedom to wake up and do what I want when I want, work on what I want when I want, and as long as I want to, some Extent, but also to have that passion behind what I'm doing. I absolutely love E Commerce and everything with it and learning marketing and all of the things that it takes to really grow and scale an E Commerce business. I'm starting to put my focus on building a team, which is a completely different skill set, but I love what I do. My wife and I have gotten to experience a lot of incredible opportunities and travel the world with our friends. And I would say that life is so different now than it was just a few years ago when I was still working a corporate job.

We talk a lot about building teams inside the back room because it's kind of easy, or at least simple and straightforward to get to a million dollars on your own. But getting to 10 requires you to tap into other people. So would you talk a little bit about that pivot you've started to make in bringing on people and the right people and wrestling with how to keep them and incentivize them? What has that experience been like for you?

We got started and first thing I did was I hired an executive assistant. And that definitely helped free up a lot of time in terms of being focused and being able to concentrate on the most important things to really grow and scale. One of the things that we did was we said, okay, we're a small company. We don't have a huge budget for salaries and wages. Let's hire college grads and train them on how to do all the things that we need to do versus bringing in somebody with a lot of experience that is probably outside of the budget that we had.

There was areas of that that have worked out really well for us, not having to deal with bad habits. We really get to invest into these people and have them grow with us, which to me is really cool. There's a lot of opportunity on both sides. But the challenge that I think we've run into a little bit is that with a small company, we may not be able to provide the same salary opportunities that a large company can provide. Right. It's really important that people buy into the vision that we have and realize that they're not necessarily signing on the front end for large salaries. But the cool thing is that if they're involved in helping us grow, then their growth trajectory is probably better than they would get somewhere else.

And do you have a plan for that growth, not just within people, but within the company? Do you know how you're going to get from two and a half to 10, assuming that's something that you want to do? Or do you still feel like you're grinding your way forward with incremental success? Which one feels more true?

We've kind of taken a step back. We had some turnover. We realized that we didn't have the right processes in place to really support our growth. So we're kind of doubling back down on building that and then really getting a project plan in place. But with that said, I have a very clear vision of how we're going to get to that level. We've kind of gotten to this two and a half million mark on just private label products and we're picking specific areas of the barbecue niche to really go in deep and launch multiple products and some unique selling propositions that we can offer to customers that they can only get from grillaholics. And so I honestly believe that this year is going to be an explosion for us that will easily get on our way to that eight figure mark. And I expect that we'll hit that within basically the next two years.

I love to ask this of successful entrepreneurs, this question of what do you fear most? As you're growing quickly and as you're setting your vision towards what is going to take you to the level you want to be, what do you fear?

I would say that I fear things going away and running out of money.

As we kind of got started, we bootstrapped the whole thing, leveraged credit cards if we needed to or whatever, and slowly working our way to paying that off. But as you grow this business, the need for inventory becomes very huge. I think that so many people say, well, your profits should be able to fund all of that inventory. And while that might be true of things that turn really fast, like here in the US Whether it's supplements or beauty products that you have to make in the US that have really good margins and quick turns, when you're sourcing from China and you're selling products that aren't necessarily a consumable type product that lead time with sea Freight and things like that, to me creates this huge demand for capital in terms of inventory. Right. So we've leveraged Amazon Lending. We're currently in the process of refinancing that with an SBA loan that becomes this liability that helps to cover your inventory so that you can put your profits into new products and growth, right? Things stop selling, then, okay, I've got to pay back this debt, right? So I think that's always kind of been the biggest fear. But is it a rational fear? Probably not. But you kind of make these doomsday scenarios in your head.

And how do you keep moving in spite of a doomsday scenario in your head? How do you stop that from preventing you from moving forward?

Well, I think I remind myself that letting this obstacle keep me from moving is definitely it's going to be a self fulfilling prophecy. Right. So I always kind of say, well, there's this level of pressure where I have to push forward and I have to keep moving.

And does that ever make you second guess yourself? And what I mean by this is like you got into this for freedom, but now you have to be pushed in order to move forward. Does that seem like a paradox to you or is this the exact type of pressure that you thrive in?

I would definitely say I do thrive on the pressure, but I think it's also what I'm trying to eliminate. Right. That's the pressure and noise that I'm trying to get rid of. As, you know, as we continue to grow and kind of create that safety net, then that's what can eliminate that pressure. It's an environment that my survival mechanism to some extent has always thrived in. But I think where we'll see huge gains and kind of like unlimited potential is once that is kind of tied up and eliminated. So in the short term it helps, the long term, I think it creates stress. And so my goal is to eliminate that as quickly as possible. And I think we're getting there.

Well, Devin, I asked you earlier what the worst day was and the other side of things. Can you tell me about a time where you felt really proud of what you were building?

I'm proud of it every single day. Right. Like it's when you look up on, we keep at least one of every single product that we ever release on a ledge at our office and basically look at that and say, man, it's crazy to see what we've built over this time. And there's always been the big sales days or the crazy revenue numbers on Prime Day or whatever it is. Right. But I think the big thing that I always reflect back on is that getting out of a job was a huge goal of mine and I accomplished that. Now it's kind of on to the next one and creating the next big goal and hitting that. I definitely try to make it a daily practice to reflect backward because when you're always looking forward to, it's kind of like, oh, well, I haven't hit the new big goal. Right. But when you look backward then you can actually see, okay, here's what I've done over all this period. And I think that's something that you talk about a lot as far as, like, not getting blinded by the big vision and that you need to look back to, what goals did I have a year ago and how have I smashed those? And then that can really keep you moving forward.

Right. So when you look back at when you first got started in this game.

How does that make you feel?

It makes me feel really good. I remember being at these events and thinking to myself, man, like, I would love to be that person that has the big business and is on stage speaking, and just all of those things have started to come to fruition. And to me, that's really cool. I think too many people create goals and settle for not hitting them and maybe too big right out of the gate. But I think a lot of people also give up on the dreams that they had when they were young. And to me, that that's a bummer because it's kind of like, what are we here for if it's not to set big dreams and make an impact on the world?

Right? So let's take that one step further. When you look at your life and you fast forward a few years or a few decades, what do you hope people say about you? What do you want your legacy to be.

Man?

So I would say there's a lot of things. One, as I continue to learn more and more about E Commerce and maximizing Amazon as a sales channel, that is something that I definitely want to give back and teach other people how to do what I've done. But my wife and I also have some really big goals. We want to start an old English sheepdog rescue foundation. I guess there's just, I want to help other people, and then I also want to create opportunity for my future kids to be able to pursue their dreams and not necessarily have to overcome some of the obstacles that I've had to overcome. Obviously, getting through certain challenges is important. That struggle is what helps shape you to be the person that you need to become. But I think that there's also. Why not have a stepping stool to make it a little bit easier to get to bigger goals and things like that?

Well, Devin, I think the world would.

Be a lot better off if more.

People had that mentality of, you know, what are we here for if we're not here to see how far we can go and to see what we can accomplish. So I appreciate you. It's been an absolute joy being part of your journey and watching your growth and to see, you know, who the man was a few years ago and who the man is now has been really gratifying for me. So congrats on all you've done and keep on changing the world, buddy.

Yeah, thank you so much. You've definitely been an inspiration to me over the last few years and I'm so grateful for having you as a mentor in my life.

Thanks, Devin.

I love to ask the question of looking back at where you came from because Devin and I talked about this, evaluating your life backwards, not forwards.

We never win that game going forwards.

We can only connect to the dots looking backwards. And I loved how Devin looks back on his life just a few years.

Ago and you know, he's living a.

Completely different life and he is building an empire and a vision and he's completely free.

The thing that I want you to get, the thing I want you to get from that is that if you fast forward your life over the next couple of years, doing the right things with the right people, the things that can happen will shock the person who you are today. If you tell me, if you tell Devin, if you tell half of our success stories that a couple of years from now they'll be multi millionaires. Whereas a couple years ago there just starting out, that would have been crazy to them, would have been insane to them. But with the right people, the right strategy, the right vision, that is what's happening. If you would like our help. We help entrepreneurs who have big visions and big ambitions grow to eight figures and beyond, sell if they want to.

Sell, partner them with the right people, open up investment opportunities for them inside of the back room. The backroom is specifically made for entrepreneurs.

Who have an eight or a nine figure vision. We do things like partner businesses together for roll ups so that they can sell for even more money than they.

Could on their own.

We open up investment opportunities that don't exist to the public. We help people get into retail. We go over marketing channels that your competition is not using so that you can build a more profitable company and you can stop staying where you are, stop staying where your peers and your competition is and you can build a more valuable company that can be sold so that you never have to work again, never have to worry about money again and you can go build the type of life and empire that you want. You can find out more and you can apply@freedomfastlane.com backroom Hope you enjoyed this episode with Devin. If so, let me know on Twitter or Instagram. My handle is Ryan Daniel Moran. Love to hear your feedback on the show. Thanks for listening and I'll See you on the next episode.