From $30k to $100k In 3 Months: How Joe & Kyle Hit $1 Million

In march, we crossed 100k in selling toothpaste just for that month.

Amazing. Your first hundred K month. The biggest problem at the beginning stages is not going to be not selling things, it's going to be staying in stock.

We have been ferociously working on new SKUs. Patience really is a huge part of success and we aren't anywhere near where we see legendary men's care being.

So, Kyle, Joe, you guys ready to do this thing? Good morning, gentlemen. How are y'? All? Morning.

Doing great. Ryan, how are you?

Good. Good to see you guys. So we've done this before, right? At least you have, Joe. Right. You told a little bit about your story of, of going that transformation from being purely in the digital space to launching some physical products and how that changed your mindset and allowed you to grow things a little bit differently. Kyle, I would love to know what your role is in this and then I want to talk about how you guys have done because I know a lot has happened since the last time you shared with the 1%.

Yeah. So I'm going to try to get through this. My voice is kind of cracking out, but that's right.

I got cats in the room.

So yeah, this guy got a rule.

You don't got to have it all together to have a million dollar business, you know.

So it's. My role has just been right now I'm. We're kind of wearing a lot of hats because we're still a little bit early in this. So doing all the customer service, all the influencer reach out and you know, communications, monitoring inventory. Like I just built a huge spreadsheet about how to track and project our inventory because we started selling very rapidly. We actually had a huge spike back in March and all my projections went out the window, of course, because when you jump 600 in one month, it kind of throws you out.

So I, I often tell people, they, no one ever believes me, but I say it anyway, that the biggest problem at the beginning stages is not going to be not selling things. It's going to be staying in stock. And it sounds like the same thing happened with you. You had certain projections and then you come from the digital world so you're like, wait, we have to actually order product to sell and it's growing faster than we anticipated.

Lead times and all that good stuff.

Yeah, yeah. Stuff that you don't plan for when you're selling digital stuff.

Yeah, exactly. So, yeah, we had a conversation with our manufacturer and actually got some good advice from someone that, you know, sometimes you can talk to the manufacturers. And once you've established that you're a good seller, they'll actually keep your ingredients on hand because like in our case, they have to have it mixed. So it'll keep it on hand now. So it's going to help our lead times a lot. So just working with that negotiating process and learning how to negotiate has been, you know, a growing phase.

And so you're an integrator, if you will.

Right, yeah.

You're in charge of, of the operations.

Yeah.

And the glue that keeps everything together while Joe goes and leads vision. Is that, is that a fair summary?

Yeah, that's fair.

Sweet. So, Joe, I'd like to go to you and tell us, you know, you had shared with us that you were launching this brand. You had presented at pitch week inside of the incubator. You had shared a little bit about how your mindset had changed. But give us an update of what has happened in the business in terms of product line sales strategy. Give us, give us a high level view.

Yeah, absolutely. So we have been ferociously working on new SKUs and we, we do have some of those in the works, which is exciting and it's all revolved around our person, which we can absolutely get into it a little bit more. But up until this point, it's still been toothpaste and we've been selling a lot of toothpaste. It's been like, like Kyle said, you know, we've been having to stay in stock. And again, it's not just toothpaste, but it's toothpaste just for men. So just for those who are kind of new to what Legendary Men's Care is, which I expect everyone on here to be name or anything like that.

But Legendary Men's Care is a toothpaste that was designed just for men. And what we found was obviously we know chemicals and things like that are not good to be putting in our body. We know it's a hormone disruptor. We know that it causes, you know, low testosterone issues, fertility issues. Well, some, some, no, some are just learning this now. But what happens is a lot of people go to natural brands and they're like, hey, I'm just going to go ahead and buy a natural toothpaste. Well, that the problem is just because ingredients are natural doesn't mean that it's safe for a man's body to use. It doesn't mean that it rocks.

Are natural. A pack of wolves is natural. This doesn't mean that it's good for you.

Absolutely. And so we looked high and low to try and find a toothpaste that we could feel good about using ourselves that didn't have these. We call them hippie moob oils like lavender oil which has been shown to increase moobs in man boobs which no dude wants, but it's in just about.

Which is hippie what oil?

Hippie moob. Moob. Yes, yes, yes.

Please tell me you use this in your marketing, Joe.

We absolutely do.

Good. Okay. That's a good decision.

That's good decision. Bottle actually.

Yeah, it's on our, even on our label that, that we have no hippie move oils.

So.

So anyway, it's, it's all very interesting stuff, but actually in March, Kyle mentioned the, the growth there in March we crossed 100k in, in selling toothpaste just for that month.

Amazing. So your first 100k month.

First 100k month.

That's amazing. Joe. Give some hashtags and some love in the comments. That's fantastic guys. Congratulations. That's like a 3x from the last time I heard. A 2 or a 3x because that, that's pretty fast. I mean because I think in January, February, you guys are only doing like 30 or 40.

Yeah, yeah. So we, we had an interesting kind of little ride. So back in about October, November and December, we were doing about 40 to 50k thousand dollar months. January and February hit this kind of weird kind of like lull where me and Kyle, we're sitting right here in my office and we're like, you know, do we need to. Where are we missing the mark here? You know, like is there something that's. There's something's diminishing here. We're not quite sure what it is. So.

You know, we, we ended up changing media buyers which was, you know, pretty. Which was okay. We ended up changing media buyers back in February. At the end of February and we went from like January I think Kyle, if I'm right, we were at about 25. February we were at 30. And then when I spoke to you, Ryan, in mid March or maybe the first week of March, we were on pace for 50, but it went to a hundred. And then in april it did 125,000.

Yeah. So you guys are like 4, 4 or 5x since February. Since February. So let's first of all congratulations. You should be very proud. You're on pace for a million dollar business. You did it. We have an award ready for you.

For, for next capcon. So what, what I would like to do is unpack the strategy a little bit because you said that you and Kyle looked at each other and said, we've been stuck here for a little bit. Do we need to make a pivot? We got to make some changes. What do we got to do? And so you change media buyers. Okay, great. But what happened in the strategy? What did you guys do to make that shift? What did you need to cut or start doing to go from 25k a month to 125 in 60 days? Kyle, let me start with you.

Well, so with the strategy, I. Joe, like, did we change a whole lot about the strategy?

Like, so it's. Ryan, it might get a little spiritual here for a second.

You know, we just. You know, somebody prayed for the crowd at capcon. So I'm used to at this point, right? I mean, at this point, everybody's trying to reconvert the former pastor kid. So, you know, just go. Just go for it.

Okay?

Because I can give you the honest answer, or I can give you, like, the. The true answer, or I could give you the, you know, strategies thing, which is what Kyle kind of said, which is like, we can't really point our finger on it, but we can point our finger on the spiritual thing that happened was we, you know, we got together, we prayed about it. I was doing my own praying, and when I was praying, I felt the Lord say, the hockey stick growth is here and now. Which if, you know, I'm trying to do this movement here, if you can see in my screen. But if, you know what a hockey stick growth is, it's that up into the right curve. And this is when we're, you know, kind of frustrated. I'm like, okay, fantastic. Well, I'm just gonna believe that and just start speaking that. And.

Again, things really didn't change at all in terms of strategy. It's just there was this multiplying effect that just took place in that month of March.

And it was rather significant because the same ads that we were using with our previous media buyer were the same ones that we were using with. With our new media buyer. And actual. Actually, the start with our new media buyer was even a little rough. Like, we were only.

So the ads that you were running with one media buyer, they stayed. Like you kept them. There was no big change in that.

Strategy, so there was zero change. And when we switched to our new media buyer, it was like. Like I said, it was. It was rough. We were only spending about $300 a day and getting, like, 300 back. And it was like, okay, how in the world are we going to scale and then one day it, you know, climbed up to a thousand, you know, and then 2000 and whoa, things are really taking off. So I, you know, I, I wish I had more of a strategic thing. I will, I will say.

That obviously knowing your person and just diving into that is obviously crucial. And then along with. We have been optimizing our ads now. So to give a little bit of a strategy in terms of. Once we saw this growth that was really happening, we have been really optimizing the first few seconds of our ads. So we've been taking these more higher converting ads and we've just been changing the first one to three seconds. And it's amazing how just that little tweak to get someone to stop. Oh yeah, actually listen to your message makes a huge difference. So I would say, anyone listening, if you are running ads, if you have something that's working really well and ad creative that's working really well, change the first few seconds and do, do some, some different things in the first few seconds and test that out. You'll likely find that you can get a, a kind of one of those force multipliers behind that ad and really be able to scale it.

Yeah, it's kind of like testing a headline. It's the lowest hanging fruit with the, with a big upside to changing a part of your overall strategy. Sometimes just hooking them with the right intro or the right headline can change everything. Would you walk us through just the overall strategy for customer acquisition, meaning Facebook ad to opt in, or are you building a nurture sequence like how Overall, what's the 8020 on how you're acquiring new customers?

Yes. So it is, it is 99, 98 Facebook ads. Yeah, so it is. That is kind of our. So when, you know, we could have. For us personally, I have, you know, I have the fitness brand, which you know about, and that was helping drive customers. But once our, with once we started running on Facebook, it was that that margin came smaller and smaller in terms of how many customers were coming from the fitness business because the, it got wider and wider with Facebook. And as far as Kyle and I are concerned about strategy, we want this to this product to be in every men's bathroom in America.

And to be able to do that, we, we wanted to figure out the scale side early, the Facebook ad side early, the, the cold traffic side. So that is why we just doubled down on, okay, let's focus on Facebook. And now, now that we have Facebook kind of rocking, we are looking into potentially influencer marketing. You know, but Again, not taking our eye off the ball because we know that Facebook really is what's working. But we also don't want to have that single point of failure of what if Facebook's like, we don't like you today.

You know, so, yeah, we don't like your hair today. So are you, are you sending them straight to the, like the, the gateway product, an order page, you collect an email first? Are you just going straight Facebook ads.

To check out straight Facebook ads to a landing page? Because there is a little bit of education that needs to be done related to our toothpaste compared to all the other toothpaste on the market. So we sent them to that landing page and then they go right from there to a checkout and that's it. We don't collect emails. We, we only collect customer information.

I, I, I like what Tiffany posted in the comments. This brand is a spirit led anti man boob toothpaste.

That summed it up real good.

Yeah, so let me, let me go over to, to Kyle because I'd like to give the question that's on the screen to you, which is, you know, it's one thing for a visionary to believe in what you're creating, but at some point you've got to see, okay, you as the, the integrator is the builder. You've got to see that you got something here, that this is going to work. So how long after launch did it take before you knew that it was going to work?

So we, we started seeing signs of it really quick. I mean, the, the people that are concerned about endocrine disruptors, I mean, they get really passionate and, you know, kind of like what you've talked about in your program, those, that rave fan base, like you have that small percentage that do most of your purchases. And we had a lot of people that joined us that are really like that. They're just, they're just passionate. Like they, they just believe in our message. They once, whatever we have to sell, they're asking like, when are you going to release, you know, soap, shampoo and all this stuff? And like, I feel like that's a really good sign for a brand when you can pick up those kind of people. You know, we're not just, you know, another, you know, blank toothpaste. You know, we actually are really serving men. We're serving their bodies. Like we're, we're establishing something that, you know, really hasn't been done before. So that's really been encouraging to us. And we saw that from the very beginning and I.

And this is such an important point to milk. Like, you guys get this, like, you at some point really bought into this thing where I tell you it's about the person. It's about the person. It's about the person. And, and Joe, if I'm remembering correctly, we had a conversation right at the beginning stages of the incubator where you really got that shift from product over to person. And the, the sometimes people think that I'm just like saying, be like, serve the person because it's the right thing to do, which it is. But also if you say we're helping men change their personal care routine because we see how it impacts their hormones, that is a much more powerful message than saying, our toothpaste is great. It's it. Sell another toothpaste. That's hard. Procter and Gamble kind of got that market. Colgate Palmolive kind of got that market. But when you know who the person is now you're like, oh yeah, toothpaste and body wash and shampoo and, you know, now we can collaborate with Jeremy's razors and black rifle coffee because the person is the same. And that's when you're a brand. Joe, would you speak a little bit about you kind of coming to that realization? And again, I only loosely remember our. That conversation, but I remember you really got it and I think you ran with it as a result of that.

Yeah, well.

So when, when I, you know, when I first started my entrepreneur journey, it was everything that I was learning was very product focus focused. And Ryan, your mastermind, was the first one that I had gone to by that time. I'd been, you know, in the entrepreneur kind of world, online marketing industry for about five and a half, six years at that point. And you were the first person that actually spoke about person first, which was like a huge mind shift. And I was actually at a company, I was at a guy's warehouse who does over a hundred million a year in, in Michigan just over the weekend. And you know what was on his board? It was a drawing of his person.

Beautiful.

And the who and, you know, the what and the when and what is she all about? And it was like, it was amazing. And him and I were having conversations about exactly that. And.

So anyway, really that shifted my mind, my mindset into, okay, I need to stop thinking about products. And I just want to start.

Visualizing and thinking of that person who I want to serve and seeing a difference made in their life and what that would look like if they were to use our products and how it would end up changing their life instead of what product can I create that I think is going to be a good idea or might be beneficial?

What's going to sell?

What's going to sell, you know, what's going to be beneficial for the company as opposed to let me really dive into this man's world because we want to change his life. And so that, that's been a huge shift of just getting out of the whole product focus mind into the person that's.

That's beautiful. I'm curious if this like, obviously the hockey stick growth has happened fairly recently and it sounds like ads that had sort of been dormant started converting all of a sudden, which is wonderful. Right. But is there anything else that we can unpack from that? Meaning, I guess you, you shared that you changed the first few seconds of your videos, which helped. I'm curious if you're doing anything else intentionally, like creating collaborations with other brands. If you are creating content for your person beyond just running ads to taking the sale, what else is involved in the overall oper operations and front line of the business?

Absolutely. So, so I do have another. In terms of collaborations, I do have my fitness company, for example. We do put packaging inserts. So we take, you know, the, that company is from. Is selling one of our SKUs or many of our skus are supplements. And so what we put inside of there are these, you know, nice little slips that we put in there that talks about legendary men's career. It gives them a, a discount to that.

So that's, that's in the other, the other brand. So you're basically promoting the two.

Yes. Yeah. So we, so that's, that's a collaboration that we have going on. Like I said, compared to the volume of Facebook, it's not, you know, it's not much to really gawk at, but it is, you know, it is helpful. And we are actually working on some cool collaborations with some guys who are, you know, biohackers and Men's health and whatnot. So we do see those opportunities and are working toward that in terms of providing value to our customers, really with our email marketing, we really try to connect with them on a different level than what they might be getting with other brands because it really is about the man. And we don't want to just be talking about hygiene. We want to give this man every tool that he wants or needs to feel like a legend. Because that's what our company is about. We know that men, they want it, they want to feel like a legend. For their, their kids, their family. They want confidence, they want to have energy. You know, they want to feel good when they wake up and they use our products. They really want to feel like a champion when they get out of the bathroom and that they are about seize the day. And we, we try to provide every tool on the, on the backside with our email marketing to be able to bridge that gap and be more than just toothpaste, which is what they have currently.

Yeah, to totally makes sense to me. And you can only do that if you're championing a person and the transformation that they're on versus selling a product. So a big teaching point for all of you who are watching and listening right now is if you have one or two of those brand partnerships that you can leverage in order to get some exposure off the ground like, like Joe is sharing. It's not a huge amount of volume, but it was enough to get them to 20 or 25,000amonth. It was enough to give us like a platform from which to launch and to grow and that can fund some of the operations in the next product and the next launch. I'm curious, how many products does the brand have at this point?

Go ahead. We still just have the toothpaste, but we're working, we're hoping to have our shampoo out, you know, probably hopefully by, you know, near the end of this month or maybe beginning of next month. So we have a shampoo that we're coming out with. Also body soap. These were things that we surveyed our customers and knew that they wanted. So you know, like you guys talk about, you know, know your person, know what they want. So that's what we went after is like that low hanging fruit that we knew that they would love, that we, we knew that they would buy up and they've been requesting. So we're just going to keep moving off that. We also are working on mouthwash because that's another big one.

That's a good one. That's a good one.

And deodorant is probably our biggest request. It's just we want to make sure that we can develop something that really works. It's a little bit more development. You know, it actually has to work. So we wanted to make sure we could do that well. So we're going to target that after we get some momentum going.

You know, there was one speaker at the Capitalism conference, Cody Sanchez, who was sharing the, the positives and the negatives of instead of starting another brand, just buying a brand. Yeah. So when you said we're Our biggest demand is deodorant. My first thought was like, I bet there are some really good deodorants that are struggling to make sales that you could just bring on into the brand, which would be really interesting. All right, so I want to ask Joe what you wish you had known or done when you started this journey. Obviously we're, you've got, you got several hundred people in the community that are still on their road to a million. Both of you have, are now in striking distance of the million because you're pacing six figures a month. So what do you wish you had known or done earlier in your journey?

Wow.

In, in relation to Legendary Men's Care.

I think because this was such a. Honestly I was coming in just as, I mean I had more, some more experience, but I really felt like when I was in Cap Inc. That I was just as green as everyone else because I've never done an E commerce brand business model. Yeah, it's a totally different business model. And so I guess what, what I would have hoped we talked about person and that's really important and that's something that I wish I knew at the beginning of my entrepreneur journey which a lot of people are on, on this call. But one other thing is.

The, and I'm, I'll hit this home all day, every day, which is be patient and just, just gird your mind up that this is going to be a long term game. That this is, this is something where you're gonna, sometimes you're gonna feel stretched and you're gonna feel like, man, how, how are we gonna make this work? How are we. That you're looking at inventory, you're looking at, you know, let me just tell you, it's just step by step and it's just taking that one step forward. And so what I would say, and this is, this is something that was obviously developed with my, my fitness company which was after lots of failures was learning that patience really is a, a part of huge part of success and we aren't anywhere near where we see Legendary Men's Care being. So we have, we have not hit anything but, but we are willing to be patient to get to that place of, of reach and impact that we believe that we'll be at. So I would say just a reminder when I started, just a reminder that look, this isn't going to be, just create a product and everything's run. I'm doing stuff that I stopped doing in my fitness business a while ago and hired out. I am doing some of those same things. In this new company, because the resources right now just go delegating. As much as building as much of a team as I have in my other company, it just doesn't make sense right now at this stage. Yeah, so it's. It's one of those things where I'm like, learn, you know, I'm hopping right back on the tricycle, you know, and then hopefully it becomes a bicycle, you know, at some point Here.

A friend of mine is moving back to Austin right now after not living here for a few years. And so I was talking with him the other day, and he said, what do you believe differently about yourself than when we saw each other last? Which I just thought was an interesting question. And I said, one thing that I've learned is that fast is bad. When I'm trying to go fast, it means I'm trying to cover up for some fear or insecurity or doubt. So I want it to happen really fast. But the ironic thing is that when I prioritize doing something well, not only do I kind of settle in for the long road, I don't really care how long it takes, but it happens faster. Like, things unless unfold faster because I'm actually focusing on doing them well rather than getting edification or validation on my idea fast. And that's kind of what I'm hearing you say as well. Kyle. I'd like to ask you the same question of what do you wish you had known or understood when you began this journey?

It's funny because I. I don't have quite the history and entrepreneurship that, like, Joe does. So for me, it's like everything. It's like, I wish I knew, you know, all the stuff that I've been growing, it's just been like a. Especially at the beginning, it was just this daily growing, like, and stretching and, you know, growing in self, like, you know, and it's. It's been amazing. It's been an amazing journey. I'm just so happy, you know, to be part of it. But, like. Yeah, and that's what I was gonna say is just like learning the. The pace, like, being satisfied to just settle in for the long haul and grow as a person, as a brand. You know, we're evolving our, like, even, like our ideal customer. You know, we were just talking a few days ago about how we're making shifts to our. Our mission and our. What's it called? The.

Thing that we make.

Your vision?

Yeah, just vision, basically. But, yeah, just. And how we're, you know, we're shifting, like, our idea of our customer a little bit. So making those little tweaks along the way, like learning to do that and not settling on just like what you think that the customer needs, you know, actually developing that avatar from spending time with them, talking with them. Because sometimes it's really easy to get in your head, like when you're trying to think of a business, like just project what you think people need. Oh, yeah, it doesn't work out.

Kyle, do you have any requests of the audience, last minute asks or parting words of wisdom for today?

No, I just really glad you guys had us on. And you know, if. If you want to go out and try our toothpaste, we do have a coupon code legend10. So just the word legend and then 10 at the end and that'll get you 10 off. And like I said, we are coming out with that new shampoo and awesome. The next few months. So keep an eye on that and yeah, reach out to us. If anybody wants, you know, collaboration or, you know, any questions, we'd be happy to answer. We have our support, email support, legendary men's care.com or, you know, you can contact us on social media. So be happy to help anybody.

Two, two things. One, we should do a collab together with Sheer Strength Labs and Legendary Men's Care. I'm in. And number two, call me when you need capital.

Awesome. Thank you.

All right, Kyle, good to see you. Give some love to Kyle in the comments with some hashtags and some thanks and we'll see you guys next time. See ya. Bye, everybody.

And now a quick word from Dr.

Travis Zigler, one of our members from the capitalism.com community.

I'm Dr. Travis Zigler and along with my wife, Dr. Jenna Zigler, we started a brand called I Love. We had our exit in June of 2021. So that was a huge milestone for us both, from making us financially free to getting us out of debt, student loan debt that we've had since we became doctors in optometry school. And when we sold, we were doing close to 450,000amonth. I started with capitalism.com back in 2017, 2016, around that time, and I joined the tribe first, which was the equivalent to the incubator. Now the biggest thing, and I think this is the fear that brings us all back is they're afraid of investing and getting that return on your money. And so my fear of investing in myself, I'd never done anything like that up to that point. And my wife wasn't there and I joined without Consulting her, which was, I don't recommend doing that, but it was probably one of the best decisions we've ever made because it's just amazing what an investment in yourself with capitalism.com has done for us. You know, nothing changes after like an exit or a financially freeing exit or anything like that. But how is our life different from joining capitalism.com it's, it's our, it's our therapy.

It's.

Ryan is known as the entrepreneur's therapist for a reason. And it's because when you talk to him, he gets you out of your own head. But if you join, this is a proven system. I mean, people have gone through this and they've, they've come out the other side better. If you join this and you don't get results, it's up here. It's not, it has nothing to do with the course, has nothing to do with the people that are in capitalism.com it has to do with you. You need to look in the mirror because you can get the exact same course as the person sitting right next to you and you guys will both have two different results. And it's all because the mentality that you take into the course, if you go into it, or joining the networking or the mastermind, if you go into it with a negative attitude that this isn't going to work, it's not going to work for you, so don't join it. But if you go in ready to go, it's going to work. It worked for me, it's going to work for you too. It's just, you got to steer or jump over the mental hurdles because believe me, you will hit roadblocks like you wouldn't believe, both in the, in your personal life and in your business life. And that's what this is here for. It's here to help you get through those.

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