Stephen Asks, “My Launch Failed. What Should I Do Now?”

Before we dive in today, I want to draw your attention to our new podcast called the road to 1 million. For those of you who have asked that we document the process of building a seven figure business by following the playbook that I share in my book, 12 months to 1 million. This podcast is for you. In this show we are documenting every step of the process from some of our students, from our own businesses inside of capitalism.com and also the businesses that I'm investing in. I'm working with these entrepreneurs one on one to document and to help them grow towards a seven figure brand. My one regret in my entrepreneurial career is that I didn't document the hundreds of seven figure case studies that I played a part in over the years. So better late than never. And on this podcast, we're going to document the highs, the lows, the wins and the losses and all the steps that these brands take to build a seven figure business. So if you want to see behind the scenes of what it takes to build a seven figure business, make sure you're subscribed to the road to 1 million on Spotify and Apple podcasts. And when you do, I hope you enjoy.

This is the road to 1 million. I'm Ryan Daniel Moran.

If your business or your brand is not getting the momentum or the sales that you want, you probably did something wrong in the process. That's what happened in this interview with Steven. Ye Steven knows this process backwards in front because he's part of the team here@capitalism.com Stephen launched his brand and just didn't get the sales that he was hoping and now he's struggling with momentum. Can you relate to this? You think you're gonna kill it and now things are just grinding to a halt. Well, after this conversation, Steven realized that he was doing something wrong and it's a classic mistake that that many entrepreneurs who struggle make. But as soon as they unlock this, everything becomes easier and more effortless. It's a mindset shift that sets you free to build the million dollar business. And I think as the result of hearing this conversation with Steven, you're finally gonna get it and have permission to go full throttle towards building a million dollar business. It's not that hard. So let's.

Stephen, it's 4:00am Your time. Thank you for your dedication. I'm so excited to chat with you. This feels like a chat years in the making because you and I have crossed paths and now you're on the team and you're living in Bali, growing your brand, working with capitalism.com I'm so excited to chat with you. This time is yours. So tell me a little bit about the business you want to focus on and how it can help.

Absolutely. Ryan, thank you again for taking this time.

So I have a new brand that just came out. It's called Sacred Coats. And just some type of inspiration that came up even that I wanted to start this right before working with you guys as well. So it kind of all just came together where I was able to come on a team and then also be able to go with this and build this brand.

So.

For me, this brand is about. There's different ways that I'm. I'm trying to share.

Is about. One of the ways to explain it is to help expand human consciousness. I feel like in some ways it's. It. That term is just too loose.

So another way I could put it is just to help people, like, feel, like, great to actually just feel good and feel whole. You know what I mean?

That's actually a really good tagline. Feel alive. That's. That's a good tagline if you want to run with that. And I know you've. You've got the. The Matcha is the first product. Correct?

Correct.

Okay.

Yeah.

Tell me a little bit about where you're at in the process of sales, launch, all of that, and then tell me a little bit about what your primary goals are from this conversation and over the next 12 months. Cool.

So I actually started this before going through your content and what ended up happening, once again, just because, you know, the exciting part of things was to create the product and putting it all together.

Yeah.

I focused on that in the beginning. Right. And so I didn't spend too much time on the audience building side. So what ended up happening was I did a launch in May.

It did.

Okay. I made a. A few sales here and there.

But what I realized, like what you've been talking about for a long time is that you need that audience side of things. You need to build that with those Raven fans.

Just so I know, Stephen, when you say you made a few sales here and there, what. What does that mean exactly?

Believe it was around 15 sales.

15 sales. Okay. And from like right now, on a daily basis, are you getting consistent sales or is it pretty sparse?

Good question. So it is quite sparse. So what ended up happening was a few days after I launched, I actually had to move my whole family to Bali, and then we had to find a new place. We got sick and all that. So I really actually didn't start.

Revamping and Working on the business once again until about two, three weeks ago.

Okay, cool.

So other than that, it was just sudden.

We're at relaunch period, essentially. Is that fair to say?

Yeah, okay. Yeah, definitely.

Cool. So where do you need clarity right now and to start? Tell me where you'd like to be in 12 months to be happy with your progress, and then we'll kind of focus our conversation from there. Beautiful.

In 12 months from now, what comes to mind at the moment is 50k per month.

Okay, Got it in. In top line revenue.

Correct. I would say that is a good enough timeline for me. I'm. What I would like to do is I have a few marketing strategies that I am implementing. I'd like to go over with them to kind of just see your opinion and what your thoughts are.

Sure. Before we go there, let's just clarify. The overall vision of the brand is really to grow human consciousness for this to be an opportunity for someone to cultivate a spiritual practice, to be more aware, to be more present. And the first product is the Matcha. But the Matcha is one way that someone could experience a growth in consciousness. Is that a fair summary of what your target is?

Absolutely.

Okay, awesome. So I have some ideas for you right out of the gate, but tell me what your relaunch plan is and your marketing strategies for how to hit that 50k a month in 12 months.

Beautiful. So multiple strategies at the moment. One of them, I'm starting a podcast with my good friend. He has a. Right now a decent following.

Right.

He had to restart it. He has about 150,000 subscribers on Instagram and wonderful. And YouTube separately.

And is this.

That gives.

Is this the individual that we both know that you're close with in Bali? Okay, awesome. That's a great influencer for this brand.

So we are starting that podcast and it will be launched pretty soon. We've got about 12 episodes in the pipeline, and now it's just a matter of launch strategy. So that's going out soon.

And just so. Just so I know, is he part of this brand or is this podcast completely separate from this brand?

He is not part of the brand yet. I mean, maybe eventually.

Do you want him to be?

There's a possibility. One. One kind of thing going on right now. Is he. He has his own physical products brand.

Yeah.

So now it's just a matter of how to.

Structure everything.

Yeah. Okay. Yeah. So. So I. I don't mean to belabor this point, but sometimes we overlook the assets that are right in front of us. Right so it's like I sometimes will talk to entrepreneurs and they'll say, well, I'm trying to sell this product. And I'm like, well, what are you doing right now? Well, I have this blog and this blog has 100,000 visitors a month. Okay, well, hold on. We got some assets here. And so I gloss over this point that you are really close, really close with someone who represents the ideals and the values that your brand stands for and you're starting a podcast with him. This is a huge asset for us. So this is why I want to be really clear about the relationship and what your desires are. Because we can sort of weave in whatever type of relationship we want and it can be an asset for, for the brand that you're building. So the next part of this discussion is relaunching the brand and building the audience so that he can have consistent sales. If you follow my work, you know that I talk about that all the time. But how do you do it? How do you start building the audience in a way that buys? So what I work with Steven in this clip is how he can start building an audience over the long term. That will be the perfect avatar to, to buy all of his products and make it simple and straightforward for him to get to 25 sales a day over four products, thus being 100 sales a day and a million dollar business. For Steven, starting a podcast is the perfect next step for him. He has a partner that is an influencer with a really great audience. He likes long form content and this is a topic that he's truly interested in and he would do it for free regardless if anyone was listening or if it was making sales. That's why building a podcast, specifically a video podcast that can be repurposed into other forms of social media content is perfect for Steven. It's not necessarily the perfect thing for everybody. The fastest way to build an audience that buys is just to drive ads to an opt in and then build the audience using the email list and sending one email a week with a company update. That's the fastest way to do it. That's the way that if you don't want to put your face out there, you can still build an audience that buys your stuff. But for Steven, this is the best route forward. So, so that I have that intel. What's the physical product brand that he runs? What's the focus of that? Tell me a little bit about that business. Sure.

So I'll just be blindly, you know, just so people can, can listen as well as. And we're not. So my friend is Mike Chang.

And right now he is. He has a brands called.

High Vibe Mushrooms.

Okay, great. And do you know how that's doing? Like, is that his primary focus? Is it a million?

That is like his 12th priority.

Okay, okay, I understand. Okay, great. So we have a strong relationship with this person who has a following that is targeted for your business. Awesome. This is a huge asset. Even if he's never a part of it, he never mentions it. There's some things that we could do there to do to weave it into the conversation in a cool and ethical way. Now, I will bring that up throughout this conversation about how we might do that. But tell me about your plan. Go ahead and run what you wanted to run by me.

Okay, cool. So that would be the first one. The second one is going to be cross promotions with different brands. So I am in contact with one right now, and she has exactly the target market that I am looking for. So, you know, I sent her a sample. She's here in Bali and she was saying things like, hey, I still need to get this and that ingredient before I can really make it. So I reach out and let her know, hey, I'm just going to start sending you some matcha lattes every day, so you can just drink it.

I think that is a very good strategy, Stephen. Good.

So cross promoting with different brands in the same niche as well as reaching out to kind of different influencers in the space. Especially the idea would be podcasters as well as YouTubers, because I believe I heard that. I've heard it from you, that, you know, they have the most dedicated followings.

That's correct.

A lot of sense.

That is correct. Okay, great.

So.

Those are the main three.

I. I just want to check in to see if I'm doing too many at once, especially because for some reason right now I feel like I'm putting out, maybe if I'm being honest with myself, like 15 to 20% effort in this business.

Okay, cool.

So though things are moving, it just doesn't feel like I'm totally.

So. So. First of all, I really like your overall strategy because you're partnering with people who have reach, and I think you're doing the right things in developing deep relationships with people that can help spread the message. And I would. I would say that you don't have three strategies. You have one, which is creating relationships with people who can bring firepower to this brand. So I don't think you're doing too much. I think this is exactly what you should be doing. But here's something that I'm picking up on from you, and I wanted to find a way to weave this in, and you teed me up for it. I think I'm going on a hunch here, Steven, but I have a hunch that your passion is more on the overall vision of raising consciousness, not selling Matcha. And I think that's creating some gunk for you. And by gunk, I mean if you focus completely on this thing that fires you up, which is raising consciousness, you will sell a lot of Matcha. But you'll slow down if in the back of your mind you're thinking about selling Matcha. You see where I'm going with this?

Yeah. Because there's not a big enough reason to.

Okay, Correct for you right now. If you talk to Andrew weil, who runs matcha.com, the guy won't shut up about Matcha. He loves fricking Matcha. He'll tell you about the blends and the benefits. He loves talking about Matcha. But for you, I suspect the reason you're only getting 15% output from yourself is because you're thinking about gotta sell some fricking Matcha rather than thinking about the overall vision of helping a person on their journey to raise consciousness. You picking up what I'm laying down?

Yeah.

Yeah.

I feel that there is something to it. I mean, definitely, I do like Matcha, and I do like the product that I'm sending out, but it is not the biggest why of this company. And, you know, so I think in general, I do have to come back and really focus on the main priorities of why this business was launched.

And there's a great example that I want you to check out. It's a brand called Creatures of Habit. Creatures with a K. So Creatures of Habit does a great job of telling stories that are in alignment with their vision, and they weave their product in. The product is ready to go. Oatmeal. Right. I mean, could you have a more basic product? Now, I haven't tried it, but I'm told it's delicious. And it has Omega threes added to it, and it has a lot of protein to it. But really, the vision of the brand is about creating habits that create a great life. And the founder has a wonderful story of being down and out. And I believe he was a drug addict who then got his life together. And the way he got his life together was sort of taking the same addict mentality, but putting it towards healthy habits of creating really strong routines and eating the same thing every day. And so he is now releasing products that make it easier for people to build good, healthy habits. The first one being an awesome breakfast. So this is the same type of structure for you, where the message of the brand is not about how amazing Matcha is, it's about consciousness. It's about how the world needs this, about your journey, it's about other people's journeys, it's about Mike's journey, it's about the state of the world and how important it is for people like you and me to think differently and to raise our awareness and be autonomous human beings. When I talk like this, how does that feel?

I can feel it. Yeah. I. I feel a lot more inspiration. I feel a lot more energy inside of me.

Yeah.

Makes a lot of sense.

That's. That's the feeling alive that you talked.

Yeah, Abs. Absolutely.

So as you. I can actually see it in your face. There's, like. There's a different level of aliveness when you think about that or talk about that, and then Matcha becomes part of it. But it's not the hero in the story. And if you try to make Matcha the hero of the story, you're going to slow down and you're going to be frustrated, you're going to be begging for reviews. But if you stay in that place where you're feeling alive, then this product will fall into that momentum. It's like.

It'll be like the leaf in the stream that just gets carried down the current. And then you'll launch the second product and the third product and the fourth product. And this won't be a sacred Matcha brand. This will be a brand about consciousness. And you'll have several products that may not look anything like each other, but they feed off each other and fuel one another towards this transformation that you're excited to bring people along.

Absolutely. That makes a lot of sense. I would say, you know, you just. You got it right there.

And I can also feel within myself, as. As we're speaking about this, there is this kind of. It seems like it's definitely just this mental limitation inside, where there is this thought and this belief that I want to get myself to a certain, quote, unquote, state of consciousness and certain being before I really go out there and share.

Sure.

And so, you know, I think a good balance between the two would be, you know, again, what you talk about is just document the journey.

Exactly. And tell me a bit about the 12 episodes of the podcast that you already have recorded.

Absolutely. I mean, in some ways, they. They. I Mean, of course they're all around the same theme, which is really just to just become much more aware and understanding. It is geared towards people who in general, I would say even entrepreneurs or people who, who are in their self growth stages.

Right.

Because they're, they're definitely does seem like a trend, especially with people who continue to grow. This is kind of what happened to myself.

Where we continue to grow when we think that even if we knew like, oh, money doesn't bring you happiness, you go and still chase it anyways.

Yep.

Right. And for me, you know, what was it like? Let's just say about 10 years ago, I was living in Thailand. I want to make some good money, but at the same time the, the cost of living there is super cheap. So I really didn't need to make a, a ton of money before I realized, hey, I got plenty of money to live out here, to live really well. But at the same time, why am I so miserable? And so that's when I went on my journey to, to really discover what's going on and really to become just a lot more.

Content within. And I find that a lot of people on a self growth journey go through the same thing.

Yes, yes, they do. And this is where I'm going with this. When you record with Mike and you have these 12 episodes, my guess is that you're talking about that journey to a lot of those people. Are these, are these interviews? Are these the two of you talking? What is the structure of the show?

Yeah, good question. So the first 12, and it's one of those things where it was more like, what's that book called? Like, Fire Aim. So we're just like, right, let's just make a podcast and then we'll just, we'll just figure it out on the way. And so the first 12, I'll be honest, a few episodes are really good. Some of them are. We're just finding our groove right now. And at the moment it's just us two talking. We are bringing in our first interview guest tomorrow, so we're going to start integrating some of those in. And we also thought that.

Quote unquote, coaching people through a specific thing on the podcast can be really powerful.

Perfect. Oh, Stephen, you're doing all the right things and you don't even know. It makes me so happy. Like, this is exactly what I would suggest that you do if you want to grow this brand. Like, this is, this is. You found the perfect influencer. You following the perfect strategy. Your content is perfect.

I wonder where I got my Strategy from.

Thank you very much. So.

You are documenting the process. You are creating content as you become the leader that you want to be for this movement or for this transformation for your person. And it's important for you to know that you have reached a certain level of awareness or consciousness, because you're not at the same level that you were 10 years ago, and most of the world is where you were 10 years ago. So you don't need to be Deepak Chopra or Guru Singh or any of the people that you might admire in order to start bringing people along this journey. I mean, you felt confident enough in this journey to start recording 12 episodes with someone in this space who helps others with this. So you speaking from a place of authority is not as impactful as you speaking as someone who is on the journey alongside others. And she sharing what you're discovering along the way. One is saying, I have all the answers and I'm at the top of the mountain. You should start climbing. The other is saying, I'm going to the top of the mountain. Who wants to come with me? That's a very powerful perspective to take rather than saying, I'm the one with all of the answers. So I think you're in the perfect position to document this process and to share the tools and the strategies and the thought structures that have taken you here and that you're practicing right now. Does that make sense?

Yeah.

Yeah.

Makes a lot of sense.

It's common for entrepreneurs to feel like imposters because we're not experts at whatever field we're in, and we are following and subscribing to the channels of the people who actually are experts and spend their life talking about something. It's important to remember that the only thing that you need to do is serve a person on their journey. You don't have to be an expert because the brand's not about you. It's about the customer. And when we think that we need to be an expert, that's more a desire for status. That is saying, I don't have the status for somebody to take me seriously. It's nonsense. You don't need status to serve someone. You actually need to be humble. Humble enough to pay attention to what someone wants and simply serve them on their journey. That's the role of your brand. So I think you have all the hardest foundational work done. Where do you want to take this conversation from here?

I got.

I got one question here written out, and it's. It's one of those that I'm sure you get all the time.

So I'm just going to put it out there just because I think it'll actually be a little funny.

Shopify. Shopify or Amazon.

Yep.

So right now I am on Shopify and the main reason why is, is mainly because especially with the cross promotions and, and influencers, at least in my mind right now it's much easier to set up the affiliate programs with Shopify. I don't know if it's possible with Amazon now. Of course with Amazon there is just all the other potential customers out there.

At least right now it doesn't feel like I have the bandwidth to do both.

Maybe that's just a limitation, but I know for sure again with Shopify there's just a lot more backend stuff to take care of as well.

There is, there is. And, and the short answer to your question is whatever gives you permission to go aggressive in the marketing direction that you've chosen, which is creating partnerships, go for it. There, there are, there are abilities to partner with affiliates on Amazon you can create systems for rewarding that traffic.

Something that comes to mind though Steven, is how motivated is someone going to be to promote your brand as an affiliate when you're selling just a matcha to start? It's true. You know what I mean? Like is someone really going to be motivated for the 10 bucks that they get when they send somebody your way versus other partnerships or opportunities that you might bring to the table? A lot of times people who are creating partnerships with affiliates or potential promoters overvalue the dollar compensation versus other ways that you can create excitement around promoting a product.

Absolutely. I think that actually is more of the question that I want to ask is.

I'm pretty new at, you know, doing all this reach out so I don't feel like I am maximizing the potential of it because for example I'm, I'm sending, I sent out a bottle to someone who again has, has a pretty dang good following. She has about 600000 followers and you know, she's close friends with a friend. And.

I feel like I'm just not.

Connecting to these people as much as I can. And, and in some ways, you know, I'm in the process of kind of really figuring out what's the best way to really build that relationship so they understand what I'm doing.

Yes.

One of the ways that I'm doing that is, and this is I'm creating almost like a vivid vision video where I really talk about the big why of why I'm creating this and what's going on with the world. And then after I send out the, the sample, I also send out the video. That's like two, three minutes all about.

So these strategy is wonderful. I want to put this into more of a process that I think will allow you to move forward and get some momentum right now. And that's. Well, first of all, like the philosophical answer to your question is the way that you will create strong relationships for these influencers is for you to be excited about spreading the message of raising human, human consciousness. Like you being excited about selling Matcha is a, is a tall order because it's just, it's not what gets you up in the morning. Talking about raising consciousness fires you up. Like you, you pointed to your chest when you talk about it. You get warm and fuzzy when you talk about it and think about it. The more that you stay in that vibe, the more you're going to create relationships. So I would, I would invite you to.

Allow yourself to connect with people from that place, not from the place of selling Matcha. So one of the ways that you might build this relationship is getting them on the podcast and talking about their transformation. And if they're local to you, because I know there's a close community of entrepreneurs in Bali, you invite them to participate in the show, offer to record it and send them clips. And you're all drinking Matcha while you have the conversation. You don't make it a big pitch for Matcha. You don't say, you don't ask them to say how delicious it is. If they say it awesome, that becomes great content. But you have the organic conversations while they're there over Matcha.

And you will get five sales from that. You will get three sales from that. I can hear in the way you're describing things like you are swinging for the fences, which is amazing, but you are not going to connect on home runs every single time. So we need to get some people on base first. We need to get, you know, get some walks, get some base hits, get some bunt singles. And those bunt singles look a lot like getting six sales and following up with those people and getting them to leave reviews or take pictures of them holding the product and running ads based on that user generated content. It's these very small things that will build the momentum. And when you've got the bases loaded and you really hit a home run with one of those influencers.

Now we're cooking, but we can't expect you to hit home runs when you don't have any momentum yet. So that that momentum looks a lot more like building an email list. Like, here's the tactical piece. Building an email list or a Facebook group that is about consciousness, where you're delivering daily meditations or weekly meditations, or you are sharing the clips and Q&As that you do privately for this group that end up on the podcast and you cultivating that relationship with 300 to 1,000 raving fans, that isn't about Matcha at all. You picking up what I'm laying down.

And those 300 to 1,000 people.

End up buying Matcha as a way to participate in the community, to show their support. And then a hundred of them leave reviews, which increases your conversion rate. And some of them send you. Three of them send in video testimonials which become your first ads. So that's the work you're doing all the right things from a macro perspective, what you're missing is the in between. Bunch singles and sacrifice flies that move people on the base path, that create runs on the board, put points on the board, that's the piece you're missing. But your overall great macro strategy is perfect. It will mean nothing if you don't do the micro stuff in between.

Okay, beautiful.

When people feel behind, they tend to take bigger risks. They tend to try to swing for the fences in order to make up for the previous failures. This gets into a very dangerous trap that is similar to how gamblers operate. They get a little bit down, so they take a bigger risk in order to make up for their losses. And that never ends well. Entrepreneurship is almost exactly the same. The way that you get progress is not by swinging for the fences. It's by getting people on base. It's singles and doubles and simple next step sort. It's singles and doubles and simple next steps forward. Before you know it, you have four products doing 25 sales a day at a $30 price point. If you're trying to cut that process down to one big thing that happens, you are going to take risks that don't pan out. It is much flexible, faster to do the little things that get progress going. And before you know it, you have consistent sales on a product that you're proud of that is serving people and on its way to a million dollar business.

I mean, it sounds like I, I can integrate that, you know, pretty easily, you know, with the podcast and everything else. So now it's just a matter of, I think overall it's just a matter of time and, and just, you know, doing it step by step, just continuing to Move that.

That's right. And you will be surprised at how quickly that becomes 25 sales a day. So I would. I would ask your partner, Mike, if it's okay if you build a Facebook community or a Discord community or a Slack channel and. Or a private email list for this podcast, and that your call to action on this podcast is not to buy Matcha, but to join the community where you're talking about this stuff more in depth, and that once a month, you do a private Q and A for that Facebook community, which, by the way, can make its way onto the podcast as content.

Which encourages more people to join the group. You see? So that's where this momentum is building. And you don't do a podcast all about how great Matcha is, but you might do a podcast about your journey to build a conscious company and how you're wrestling with this idea of, I want to. I got to sell stuff, but I want to do it in a way that matches my values. And, hey, Mike, tell me that story again about how you walked away from a company because it didn't match your values once you started to become more aware. And now it's a really interesting conversation about two entrepreneurs on a journey to both be profitable and be ethical and do good by your customers. And now I want to buy whatever you're selling. Like, you could be selling dog leashes. I'm just. I'm in this story now, man. Like, this is where the momentum starts to build. You've got this community. We call it the hopper. And the 1%. You're building the hopper. You're building the email list of all people who match your values and are on this transformation. And once in a while, they buy Matcha and you sprinkle in things. Like when you have a guest on the show, you make them a really nice cup of Matcha tea, and they're drinking it. Half of them are like, this is freaking delicious. How'd you make this? You're like, well, I added some ghee, and I added some MCT oil, and I put in a little bit of cinnamon or, like, however you, you know, dress it up. And, like, now we have a subtle plug for the. For the product. I can see in your face you're getting it.

Yeah, yeah, yeah. I'm just excited, you know, I definitely feel that, you know, it's. It's on the way and. And just plugging in with kind of just what you're talking about, just the base hits and the buns, putting that all together with. With just the Overall arching strategy. That's how this brand is really going to take off. And you know, not again. Kind of just like we said, not just selling products, but a community of people who just want to with the purpose that we have.

That's right. And here's what will happen.

You'll send that care package to the influencer with 600,000 followers and she'll try it and you won't talk for a month and then you'll run into her at an event or, you know, you'll have her on the podcast and you'll be a little bit closer to this person and then you won't hear from her for three months. And then a year from now, you'll, she'll see an Instagram reel about you raising awareness or raising consciousness. Or you'll share a reel of somebody else on the podcast saying how delicious the Matcha is and she'll say, I remember how good that was. Or man, I really like what they're doing. I can see the momentum they're building. I wonder if I should be part of this. And now when you show up to that next conversation, you say, hey, look, I've actually got five points of equity carved out for an influencer that I'd love to work with. It's really important to me that whoever I partner with really believes in the mission that I'm trying to spread. And I think you are, but I just want to make sure that that's the case because, you know, we're pacing $50,000 a month.

We'Re growing really fast. I've got this raving community of 1,200 people who buy consistently, but also just believe in what we believe. So I want to make sure there's a values alignment here. And now she's pitching you on why her following would be perfect to support this brand. And it changes the conversation and the negotiation power that you have. So you've got to play those relationships like they're going to come around in 12 months.

Yeah.

And rather than saying like you need them to launch because you don't, you've got enough connections and enough of enough support to be able to launch this and start to build towards 50k a month now.

Beautiful.

Good.

I mean, it definitely sounds like I'm, I'm on the right track. And now it's just, you know, this smaller, step by step everyday things that just needs to get done, but other than that, things are flowing the right way.

Now let me ask you this, Stephen. What are the follow up products after Matcha? Your Aunt.

Good question.

Transformation of consciousness. So what do they buy after they buy Matcha?

Absolutely. And that's one of those questions where I'm just like, okay, there's another 50, 100 products I know that I can sell. But honestly, what is the next one?

So I'm not sure if three or four, that's fine. Just like, give me what's on the board of things that you might launch.

Yeah. I'll be honest, I have not thought about products. Two, three, four, that much.

Then let's talk about it now. Okay. So do you have a few minutes to go through that?

Yeah, I do. One, I, I would say that I do have a thought process around it, and maybe this is not right, but.

I, I wanted to basically just start sharing this more, get it out there. And then part of the process was to really ask my customers kind of in general, you know, what are they drinking, what are you eating, what's going on, et cetera. And then from there I would kind of know more. I do know that you have the other strategy, which is what you're doing with your brand, which is bring a whole new product to the market in some ways.

So, yeah, I mean, all that's great. If you can be one inch closer to clarity, it will really help you with the micro steps. So. And like, if you have in your mind an idea of what some of the products even might be, it will help your brain see this as a brand rather than a product. Right. So it might be a mushroom, hot chocolate. It could be sacred cacao. It could be any number of things. But tell me, like, what's on your mind? Just spitball some things out. Got it.

So the next one. Actually, I did think about this recently, and what I found a bit of trouble with the Matcha is especially for those who have not made it themselves, they don't know how to make it. So that's a big kind of friction for people to even try it. Right. So with that, I thought about. Okay.

People love chocolate. And it's, you know, with a chocolate bar, you can just open it and you can just take a bite of it. Super simple. And so I was thinking potentially one of my next products would be a chocolate, because the barrier to actually try it and, and, and use it is much, much less.

Okay, what else? Keep spitballing ideas at me.

Okay, we got that. We have, of course, cacao and Bali. We have plenty of that. I can create some type of cacao product.

Great.

We have all the different supplements, whether it's collagen, or magnesium to help you sleep, or some type of quote unquote elixirs.

Yep.

That you can use.

So we go into the supplement space, but as well as, let's say, some type of fitness equipment. Right. So, for example, I don't know if I would use resistance bands, but, you know, something like that, where I have used myself quite a lot in order to really open up the body, which is one of the big messages that we put out there.

So all types of fitness equipment.

And.

Honestly.

One other thing that comes to mind right now, I'm not sure if this. This comes in, but I'll just. I'll just say it because it's top of mind is I believe this company is going to be a. Both a mixture of physical products and services.

Like digital products.

Yes, correct. Digital.

Does that mean like recorded meditations and that stuff?

Yeah, recorded meditations, coaching, etc.

So that I would urge you to give away the meditations for free. Because it. Because I want you to imagine this, Stephen. Just. Just go. Here you have a Facebook community that came from the podcast and other influencers talking about you, and you've got 2,000 people in there. You do Q&As and private zooms and that kind of stuff. Then you release a meditation, and then once a week or every day for seven days, you all get on Facebook live and you meditate together.

And you go through the recorded meditation and you're doing it together. Why? You have 2,000 people who are all focused on raising consciousness together and raising awareness for the planet.

Can you feel that? Does that light you up?

Yeah. I mean, that makes a lot of sense.

Can you imagine the community that you would build by giving that away for free? Yeah, it'd be nuts. Now, some of them who are bonded, are some of them going to go by Matcha?

Yeah, absolutely.

Are they going to go have Matcha after their meditation? Yeah, yeah. Now, there's. There's something you glossed over really quickly that is more important than you realize. And it's that you said, ah, here in Bali, we got lots of chocolate.

For this community.

Bali chocolate means something.

For this community. Knowing that, oh, yeah, like, I went to the farm and met the farmer. His name is Jimmy. Look how excited. Look how excited Jimmy gets when he talks about this cocoa bean.

This is what's in our hot chocolate. This is what's in our chocolate bar. Mm. Absolutely different than saying, like, oh, I'm going to sell chocolate because it's easy to try and easy to consume.

Well, I would say I can Take. I can have both of it in about. Yeah, totally understand. And, and that's, that's also. Yeah, that's, that's amazing. Like, like what I can definitely do with that product would be to go out there and, and quote, unquote, document the journey of, of starting that up, meeting the farmer, having interviews with him, you know, showing B reels of the rice fields and. Yeah, yes, absolutely.

Like that's a bang on product. Like, or at least like that's a bang on piece of the brand. And what that does is starts to cultivate a brand. We have the Matcha, we have the chocolate. We probably have two or three different chocolate products. You might have a mushroom product. You might. Right. And so now the reason this is important is because when you can see that in your mind, you stop thinking about selling Matcha and you start thinking about building this brand and you can see the direction of it and all of a sudden the life that you feel for this gets infused into the content and the podcast that you're doing and it's much more about how do I sell more Matcha.

Makes sense.

I'm sorry, I was about to swear.

Let's make this happen.

Yes. And.

You'Re in control of your emotions, so I, I'm not, I'm glad you said that because I couldn't quite read your face. But are you like, tell me what you're thinking and feeling right now.

No, I'm, I'm, I feel really good about it. You know, this is, this is, inspired me even more to, to continue going through this process and, and building this out. And, you know, I, I feel like I am making one of those, those shifts where, where I had for a very long time looking for those kind of just short wins like, like make things happen now. But then of course, with something like this, it, there is kind of that broader spectrum of things and be able to sit in that place and operate from there. That's where in some ways things are really going to start moving.

That's right. And the irony process, much more. That's the short joint. Like, that's actually the shortcut. Like, the shortcut is building a community of people who follow the podcast who are your target audience, that are really bonded to one another and to the brand. Like, that's the shortcut. That's the shortcut. And then you find out that One of those 1200 people in the Facebook community has an audience of 5000 people on an email list and then that's a much easier. Yes. Than giving them 10 bucks. A sale?

Absolutely.

Yeah.

Well, real quick, this is going into strategy just because.

I actually just started thinking, because kind of like your point, 10 bucks a sale doesn't really hit anybody. So I was like, man, you know, it's not much unless I can really convince them on the story of what this brand about and, and, and get them to, to do that monetarily. It's just not very nice for them. Right. So the product itself is $77.

You know, if they give it to discount code for the customers, 25, and then what I, what I increase their affiliate sales to be is 50% for now.

Okay.

So that means that it would be, let's say around 28, 30 bucks, which again is kind of one of those things where, okay, there's a bit more incentive there, but I would say again, it is really going to be getting to them to buy in on the mission. I feel like that's going to be the most important for people to take action.

It's not even close, Stephen.

It's not even close.

I mean, the brands that you and I talk about most are not the ones that pay us. They're the ones we genuinely love and feel connected to.

Getting buy in on a mission trounces how much you can pay someone. And let's just be real, Steven, the people that you will attract because they're incentivized to promote you financially are not the conscious leaders that actually represent the audience that you want to be in front of.

It's true. It's true.

The people who actually.

Believe in the values that you represent.

Are more likely to say, I don't want an affiliate commission that would cloud my connection to the brand. I just want to share it. It's not going to be the case all the time, but that is actually more likely.

And the people who have 100,000 plus YouTube followings that really believe in this are more likely to bring you on as a guest if there is not a financial exchange. Gumming up the conversation. Yeah, like, can you imagine how awkward this conversation would be if I was focused on selling you the capitalism incubator rather than helping you with your brand.

This company, you'd feel pressured. You'd be like, I would talk about it with my partner.

It would gum up the conversation.

But since I'm just here to help you, I mean, you're already on the team, so you're not going to buy the incubator, but you have access to it. But.

If we had no relationship, you'd be more likely to either join one of our programs or at least dive really deep into the content and join in six months. And it's the same thing with the type of leaders that you want to connect with. When you introduce money too early in the relationship, it will just gum up the relationship because now it's a transactional relationship rather than a values alignment.

Absolutely. That's key. That's the foundational part. Of course, money will come later, later. And it's part of the game. But it is not the main thing.

It's not the thing to lead with. Absolutely. The thing to lead with is the values, the vision, the depth of the relationship, the treatment of your customers. The story of Jimmy the cocoa farmer, the yes, Jimmy.

The difference you want to make in the world. The meditations you guys do on a weekly basis. That free guided meditation that you released to the group. That time you really dove deep with Susie on a Q and A inside of the Facebook group. The time you and Mike really opened up on a podcast and this influencer hurts. Heard it and it made her cry. Those are the things that will actually bring in the relationships where people feel like they feel compelled to talk about what you are doing. And they're throwing fuel on the fire.

Beautiful. I'm excited. I'm excited.

Good. Play. Good. So what I want you to do from here is I want you to post in the 1% every 7 to 14 days. Make it part of your Friday things to do, posting what you like you were on the show. Get people to follow your journey inside the 1% because it will hold you accountable. And once a week or twice a month, post an update about what you're doing from this conversation, what the results were and just. And if you want, you can also use that as social media content for you documenting your own brand. You do that in combination with everything else we've talked about on this call. 50k a month is right there. It's just gotta be about that juice that you bring, not about what do I need to do to get to the 50k a month.

Absolutely. Ryan, thank you so much.

You're welcome. Anytime. My man. I'm excited for you.

Thank you.

All right, man, talk to you soon. This stuff is so much fun when we find that unlock. The interesting thing about all of this is when you can find that zone that you truly care about that is in service to a group of people. The million dollars is so easy. One of the ironies of this is that when people come into the brand building process or entrepreneurship in order to make money, they start to punt the Things that actually make money when they're trying to extract as much as possible and think about, how do I sell more stuff so that I can have freedom? They don't do the things that add value to other people's lives and thus create happy customers. So the secret is finding that zone. Where do you care so much that you would do it for free? Because the irony is, once you start doing it, you start attracting the people to you that want to give you money. Because money is an energy exchange. Money is simple. Money is people creating a value.

Exchange. So you need to be in the energy of creation and service, which is just easier to do when you actually care about what it is that you're doing. When you're approaching business with the perspective of, I need to extract mine to get it, then in every interaction you show up with, you're trying to take from someone rather than give them value. No one wants to work with you when you're trying to take from them. The beautiful irony of entrepreneurship is it is the undoing of selfishness so that you can have everything that you want. And the more selfish you are when you approach business, the faster that everything you want will run away from you. It's a beautiful part of evolution. I'm Ryan. Daniel moran. I run capitalism.com, which is ironic because people think that capitalism is about selfishness and they think it's about taking from other people. And it is exactly the opposite. Whenever you're ready to start Your Road to 1 Million, click the subscribe button and I will willingly mentor you on your path to a million dollars because I freaking love this stuff. Thanks for watching. I'll see you next time.

And now a quick word from Beatrice, one of our community members in the capitalism incubator.

It's very lonely being an entrepreneur. Like, I sit in my office every day and it's just me. And then I look forward to our meetings because it's actually pretty, like, entertaining. I laugh a lot. Everybody makes funny comments, and then I always leave there with like an aha moment or something that it was so not obvious. They make it. They're like, yeah, how come you didn't see this? It's so obvious. I'm like, oh, my God, I can't believe it. So I think the more we talk about things and the more we hear other people going through things, it helps you sort of apply that to your business or you're able to help other people too.

So it's.

I. I like that. Yeah. Don't wait until tomorrow, because the Longer you wait, the more competition there's going to be. You're never going to get it off the ground. And there's no reason why you can't. You could either. If you don't have a product to sell, sell a core, it, create something, you know. So I think 100%, because what that means, it means freedom. For me, you being an entrepreneur and having your own business means freedom to do wherever you're at, from wherever you're at. And it's funny because with, with this, I told my husband, like, I want to make money while I'm sleeping. Like that is my goal, you know. And then with the Shopify app, I don't know, you know, every time Excel comes in, you hear the little cha ching, cha ching. So I had it. He tells me that it was in the middle of the night, I had my phone like as soon as I officially opened on June 12, 2019. And then I had the phone next to my bed and I'm sleeping and then all of a sudden we hear the noise, cha ching. And then he goes on, he's like, she did it. She's making money while she's sleeping. And then he wakes me up, he's like, you just made money while you're sleeping. I'm like, yes. So many more.

If you found value in this podcast and you're ready to go Deeper, here are three resources where we can help you. One, you can grab my book 12 months to 1 million on Audible or Amazon. It has over a 3,000 reviews and it's the playbook to building a seven figure business. Second, you can join our community of entrepreneurs who are following a plan to build a 1% net worth by building businesses and investing the profits you can get plugged in@capitalism.com 1. And third, if you're looking to go deeper and build a seven figure business that you can sell, you can work closely with us inside the Capitalism incubator and you can get on the waiting list and find out what we do over at capitalism.com Inc. That's capitalism.com Inc.