Your First Million Might Be in One of These Ideas⏐Holdco Bros. Ep. #215

Beach wedding as a service, 1500 to $3500 per wedding and he's doing $3 million a year. This does not have to be on the beach, only outdoor weddings. Two thirds of all weddings. It's growing. People want to have their weddings outdoors.

No way. Effectively you just become the white glove provider of setting up their experience.

Each location has over a million dollars a year of net profit.

Oh my gosh, you're telling me you.

Can'T do something like this in any city. These guys do tens of millions of dollars per year per location and they do not sell online. These no, like it's a no brainer. There is this business in Florida, Fort Myers to be exact. And it is called Gulf Beach Weddings. This guy started the business with $20,000. It does $3 million a year. It's very profitable. It's a wedding service. Weddings as a service, but it's not a wedding venue. There's no venue. He basically knows all the beaches in Florida, all the beautiful beaches. Which ones have require licenses to have a wedding, which ones don't, which ones have a good sunset at the right angle, which ones don't have too much seaweed or wind. He knows all that stuff. And then you go to him, if you want a beach wedding, you give him three grand, he's going to give you 100 chairs to rent, he's going to give you100 pictures or whatever. He's going to give you a wedding, arch some vows. It's a beach wedding as a service, a package. 1500 to $3500 per wedding. And, and he's doing 100 something weddings a year. $3 million a year.

Where is it?

So 1000 weddings a year. It's in Florida. Fort Myers.

Sorry, I don't know where Fort Myers is.

The Panhandle, North Florida. Gulf Beach Weddings is the business.

Well, what's crazy is I didn't realize this until you and I obviously were friends. And you're like destin, which is right there on the Gulf as well. He's like, you were like the most beautiful beaches in the world. White sand looks incredible. Warm water, no frickin way. You're like, yeah, it's, it's incredible. You're the connector for that area where it's like, I don't want to take care of anything. Tell me where to have my wedding and I'll rent from you.

Yeah. And outdoor weddings, 2/3 of all weddings. Ten years ago it was 40%. And it's growing. People want to have their weddings outdoors. Yeah. It's big business. That's why luxury outdoor wedding, trailer bathrooms are a thing because of all these outdoor weddings. You don't need those if you're getting married in a church.

Oh, I've seen them. I feel like you could do this in another market. Basically, the framework would be totally. Yeah, go and find some type of popular destination for people to come to Vegas comes to mind. Right. It's like, oh, bachelor, bachelorette party. You could do a service where you're like, I'll arrange everything for you. The hotel you stay at, the parties, you go to, the clubs, blah, blah, blah. Just super white glove. But there's probably destinations like that in every single state. And effectively you just become the white glove provider of setting up their experience. It's all experiential.

Yeah, it's a mobile wedding venue. Like, you want to get married in a national park, a state park, on a lake, anywhere, beautiful outdoors, next to a canyon. You know a guy, and he knows all the places. He knows which ones are good in the morning, which are good in the afternoon, where they're booked, which needs a license, which doesn't. This does not have to be on the beach, only it. It's like weddings as a service. And I love this idea because how much? Like, we've both talked to Alex with the wedding venue guy. It's a. It's a million dollar facility that he had to build from the ground up. You don't need that with this.

No, dude. Weddings as a service. That's pretty. That's. That's pretty amazing. And it's a dump for.

It's a dump for you service. Oh, you're into sass. I'm a was guy.

Oh, I'm a was guy.

Huh?

What a was guy. That's so good. I'm so excited for this. I know you've told this story before, but I'm gonna bring it back up. So. Have you ever heard of BUC EE's? I'm serious.

That sounds interesting.

So there's this company called Buc EE's, and it's basically like the Disneyland of gas stations. And I know that sounds weird to people who have never been to a BUC EE's, but BUC EE's are an experience. They've got tons of selection, great food. They've got merchandise that is. That is unique only to those BUC EE's, and they have a cult following. And so in the year 2020, there's an enterprising entrepreneur who was trying to buy Buc EE's stuff online. They don't have an e commerce store. What the freak? And so he just decides, I'm gonna go to bucky's, I'm buy everything at full retail and I'm gonna resell it. And he starts his company, yada yada yada. Years later, he's got a company called Texas snacks. They work with BUC EE's. And that entrepreneur was Chris Turner. Do you ever measure, like, how many units of things that you've sold to people?

Hundreds of thousands. Yeah.

Hundreds of thousands. Yeah. I mean, so you have tons of SKUs. You literally have a warehouse. It's a crazy business because they're not giving you favored nation status. You're going like everybody else. You're buying stuff off of the shelf. You're paying full retail price at the checkout. This isn't like you send your order to the manager, and the manager looks at it and puts it all together. And then you meet them at the cash register. No, your team goes, they pick, they pull, they pay, they walk out of the store, they take it to your warehouse, you list it, you've got thousands of SKUs. Yada, yada yada. But it's an amazing business. The reason I'm bringing it up is because I think that there are little buc EE's like this around the country. And I found one of them, and I wanted to talk to you about it. This is called big texan steak ranch. You've heard of this?

Eaten there. Amarillo in yellow, Texas.

So this is in amarillo, Texas. Big Texan steak ranch has this thing that they're famous for where if you eat a 72 ounce steak, you get it for free. Now, if you're doing the math in your head, do you know how much 72 ounces of steak is?

Yeah, four pounds.

It's four and a half pounds.

Oh, my gosh.

It's a lot of freaking steak.

It's a lot. It's a lot.

So this place first opened up, it was on, like, historic Route 66. It's huge. It gets 500,000 visitors a year. Roughly 75% of them are tourists. Obviously, it has the 72 ounce steak. They've got merchandise that they sell. They've also got an RV park attached to it, so you could actually stay there. There's a motel attached to it, so you could stay there. Here's the craziest thing, though, that I read about it. They sell over 250,000 T shirts a year online.

Holy online.

Mm.

No, no, no.

Excuse me, Excuse me. I lied. I lied. 250,000t shirts a year. I don't know if it's online or not.

I just know that mostly in store, which means half of every person that visits there buys a frigging T shirt, which.

Right.

Probably close. Like, I would say their average ticket price is $20, right? That, like, increases their average ticket price by 50%.

So I was doing the research, and just based on the volume of people that are going there, their one location restaurant grosses between 16 and 20 million dollars a year in revenue, which is one of the highest grossing single location restaurants in the world. 16 to 20 million dollars in that one location. Right. Then you add on the merch and the, you know, the shirts and the RV and all that other crap. This is probably a. If I were to guess, 30 to 40 million dollar business. You're blowing Amarillo.

I. Every time we drive to Utah, which is at least once a year, we drive by that place. I've eaten there. I stayed at the hotel right next to it. I had no idea it did that much business. You're blowing my mind.

And I do think that there are like examples of this in. In other states, right? These, like, hidden gems. But why can't you start a Texas Snacks for the Big Texan Steak Ranch? Why not? Maybe they sell online. I do not know. My broader point was just there are these types of beloved tourist kind of attractions in different states. One of them being that you and I stopped at. I don't know if you knew this or not, but that. Remember the crater that we stopped at in Arizona? Winslow, Arizona? That's privately owned.

That's crazy. I thought Joe Dirt owned that crater.

Hardly know her. Anyways, like, there's a ton of these types of beloved tourist attractions in each state. And who knows, maybe 10% of them aren't online. Or maybe 20% of them. Who knows what it is? But just when you're on the road trip with your family. Oh, yes.

What is. That was so very excited.

That was so good. Okay, go, go.

So bad. Good news, bad news. Okay, bad news. Big Texan ships online. Okay, that's fine. That's fine. Because it's not the only restaurant like this. Good news is I found another restaurant that's probably even bigger because they have multiple locations. I've eaten there a dozen times. If anyone's been to LA before. Lower Alabama. Okay, LA. You've eaten at Lambert's Cafe. Okay, I'm sharing my screen here. One of my favorite restaurants. It's an experiential restaurant, if you will. Lambert's Cafe, home of the throat rolls. As in throedrolls.com. it's like a big home style restaurant. It's right on the way to the beach in Foley, Alabama, hometown of Julio Jones. It's not who you know. It's Julio, the wide receiver from Alabama. Thank you.

So duh.

This restaurant has a line out the door 24 7. It's like 25 bucks to eat there. It's family style. They bring around black eyed peas. Not the, not the black eyed peas are there. Don't bust out into song, please. Fried chicken, dumplings, whatever. But they throw these massive head sized rolls across the restaurant at you. You put your arm up and they go throw rolls and they'll throw it to you. It's the whole shtick. And the kids catch it. There are these massive rolls. That's their whole thing. And there's one in Branson, there's one in lower Alabama. And there might be a third one. These guys do tens of millions of dollars per year per location. And they have T shirts and they do not sell online. No, they do not sell online. Like it's a no brainer.

It's a no brainer. That could also be very interesting as well, is you know what a3PL is? You had a3PL, third party logistics.

Third party logistics company.

This would be similar. But like, effectively you could reach out to this company and be like, look, just throw it up on your website. I'll do all the on demand printing. We'll. We'll take care of the fulfillment. You don't have to do anything. It's almost like a licensing agreement.

All day. All day. Dude. They have three locations and they own RV parks next to their location. Just like this place in Texas. But they don't sell their T shirts online.

That's insane.

To run a deep research prompt and find all of the, the throat rolls, the Lambert's cafes, the Big Texan, all of those of the world. And start your Texas snacks of those. That's an idea.

I love that. That is an idea. It's a great idea too. And anybody who's like, actually, you can't do that. Oh, I'm sorry. It's already been done by somebody else.

Actually, people's here. Okay. We don't do actually in the comments. Okay. If you mention liability or insurance or actually in the comments, block forever. It's funny, Nick, because do you know how many times I've had the conversation about this Bucky story? And they're like, Chris. But what else could you do that for? And they start thinking like, could you do that for Trader Joe's? Yeah. And it's like, nope. Can't do it for Wawa. Can't do it for Trader Joe's. I thought of that. Tried it. Nope, nope, nope. But I actually think for this. I've never thought of a restaurant. Nick, this is all you. I think this is a doable idea. Looks like after. After 19 years of best friendship, you now have my approval for the day.

Chris, what is one thing that every guy loves?

Every.

And don't say what I think you're going to say, because I'll answer it for you. Breaking stuff, blowing stuff up, and demolishing things. All right, when somebody asks you, hey, I gotta knock down a wall at my house, you wanna come over? The answer's always yes. You follow up with a question. You're like, how many sledgehammers do I need to bring? Right? I just found this company. It's pretty freaking legit. I'm gonna share my screen. It's really difficult to know what they do, so I'll just tell you the website. The website is drivatank.com.

What do they do, though?

I haven't quite figured it out yet. I'm still looking on the website, but this is a company in Minnesota where all they do is rent out. I'm going to open this to a new town.

Oh, my gosh.

Dude.

My testosterone is going up by the.

Look at this. They're just renting out the experience to freaking go to war. Basically, you're driving a tank around. You're shooting crap. There's a shooting range and they have different packages. Check this out down here. Look at this. The Drive A Tank packages, okay? Two passengers tells you how much it is. Oh, a single Car Crush add on. Yes, please. Actually, I'd like a double Car Crush Add on. 850 bucks. Actually, I'd like to fire the 50 cal. Is that cool? Can I fire the 50 cal? On top of this. On top of this freaking tank, obviously, there's an unlimited package where I don't even want to know what you can shoot. Let's just say the Most Dangerous Game is a movie that has now come to life at this place. Have you ever seen that movie the Most Dangerous Game?

I don't think so.

Yeah, they hunt people.

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Machine gun package. Look at this. The World War II, this market is so good. The World War II package, the Vietnam package, the modern warfare package. So you're like, obviously, the guns my.

Dad left me as a child package. Like, dude, what else? My dad never came back from buying milk package.

Oh dude, I love this. We were all just talking about the guns that we're going to be shooting. Okay, here's all the guns that we're going to be shooting. Shooting. Some of them are World War II, Vietnam, Modern Warfare, whatever. And then this line, hey, are you looking for something a little more flashy? A little more flashy?

More flashy than riding over cars in a tank?

And then it gives you the extreme package, apparently, Chris Vector shooting 1200 rounds a minute. It's insane. This like, this is insane. So. And then obviously at the same time, they offer accommodations. Not only do I think this business is just freaking cool, I'm going to scroll back up to the videos that they have up here. Like, I would go and do this. How fun of a frigging boys week would this be? Just to go play war? Basically, yeah.

But yeah.

I don't know of any other companies doing this in other states. There's no way that there wouldn't be demand for this in a state like freaking Texas or Idaho or Georgia or any state that just has a lot of good old southern boys that want to go shoot stuff and blow crap up. Why couldn't you start one of these? Why could this not be in every state? Why could there not be an experience like this other than federal regulations or state regulations? But beyond that, why could you not do? What's stopping you?

I interviewed a guy that has a heavy equipment Business for kids right in Houston outside the mall, where kids can get in there and play with an excavator. Each location has over $1 million a year of net profit. Like, net profit?

Oh, my gosh.

You're telling me. If you can do that for kids in Houston, you can't do something like this for men in any city.

Yes. These are just grown children. Anyways.

What's a tank cost? Thousand bucks. Just kidding.

Let's get Shannon on here.

You could do this with one tank?

Yes.

Or you can buy.

Or you could start. You could start small and be like, all right, I'm just gonna focus on shooting cool guns. All right, cool. Let's. I got a.50 cal. Somehow. And just give people the opportunity to shoot a 50 cal. I guarantee that crap hurts. Every guy who's listening to us right now that has, like, gone to war is like, these sissies wouldn't last five seconds.

You have no idea. These guys. These guys make me sick.

He's like. They're like, wait a second. You want to pay money to shoot? And I got shipped to Fallujah without my own consent. It is a very weird social commentary on the fact that we're willing to spend a lot of money so we can go shoot guns while some people are freaking drafted and sent against their will to go fight overseas in other countries anyways, beyond that point. Did you find out how much a tank is?

Yeah, you can buy a T72, but none of us know what that is. We won't even pretend like we do for $50,000. That's not that much, supposedly. Dude, according to one source on the Internet, that has not been vetted yet.

That's not. I mean, if we were just talking about renting out RVs last week, and I have to imagine that the, like, price per hour on a tank is going to be worth a lot more. I mean, obviously, it's going to cost a lot more to run, right? But, like, the video that they're showing, they're off roading. They got some obstacle course sets up. They're riding through water. Oh, my gosh. There's this guy on YouTube that. That my son and I will watch. Like, it come now. It comes up on my feed all the time. And he shoots different caliber guns at a target to see how strong it is. So he'll be like, all right, we got a steel plate today. Let's see how it does. And he's like, all right, starting with the.22, starting with 50 cal. And then, you know, he works his Way up to the 50.

Cool.

And like, you just get to see. And he's got a guy behind it, which is a dummy. And so if it shoots through it, you know that it got messed up. And at the end of video, he goes, that's the end of the video. Which I. I freaking love.

It's good.

But, like, that's me and my son who literally watch that every single day when we see those cool videos come up.

Yeah.

You're telling me. If I saw an ad that was like, want to do this 30 minutes away with your son?

It's a no brainer doy. Like, would you want to do that or. Or go skydiving? I would rather do this. Thank you.

I'd rather go rocky mountain climbing, but sure.

I asked Chad GBT how much to buy a fully functional, used and old but working tank, and it says, I can't help you with that. It's just not allowed. Okay. You're lame.

De overload, bro.

Jamie, pull that up. We'll get Jamie to pull it up.

Is he pulling it up?

He's pulling it up. 50,000. All right. That's a really good one, Nick. You did your homework today.

Thank you.

Let's see if I can match it. Okay.

Okay.

All right.

So can I say one more thing?

Yeah.

Please drive a tank. Actually, I'm not even going to say it. I'm going to show you it and I want to get your opinion on it. This is Driva Tank's YouTube page. 85 subscribers.

Guys, get with the program. You should have millions of subscribers.

But they. They joined December 14, 2012. So.

Dude, that was. They joined like during World War II. What are we talking about?

Is this Neville Chamberlain's channel? They've only had seven videos and 20. This is. We're going to go on. On the side here. This is the perfect example of a business not understanding necessarily how big their market is.

Dude, I guarantee a couple videos that.

Pop off on this. You're going to get people booking from out of state to come in. Like, you'll be booked out the wazoo if just even a couple of these videos went viral.

Dude, you know what I'm doing? If I'm an enterprising entrepreneur, as most people listening to this are, I'm going to reach out to these guys. I would and say, hey, I want to drive you business for free, and I want to be able to film anything you do at your business. The only caveat is I'm going to own your YouTube channel or I'm going to own a YouTube channel, and I'm going to film all of your content. And you'll get more leads, you'll get more business from it. And I'm going to own the YouTube channel. This could be 100k a month. YouTube channel, like, for sure.

Easily, dude.

100 whole business, just YouTube channel.

Look at this. If this is true. If this description is true, the only place in the world you can drive a tank and shoot a fully automatic machine gun under one roof that is not owned by a government entity. If that is true, that's in their description. Okay, Like, I'm sorry. You are leaving so much money on the table. So much money on the table. If that is true, I just love.

The only place in the world where you can drive a tank. Oh, wow. That's actually crazy. And shoot a fully automatic machine gun under one roof on a leap year. Only that is not owned by a government entity. With a baby boomer that was born in Nebraska. It's those sports stats. Football season's coming up.

It's like, this is the first time.

That Tim Tebow has won in death valley on a Friday afternoon. Like, what?

Well, and Jerry with that catch, if deshawn keeps that up for the rest of the season, he's on pace for 10,000 receiving yards. Well, this is just the first quarter of the first game. I know, but if he does that every quarter of every game for the rest of the.

If you amortize that out. Think about it. If you place for all seven years of college.

Oh, my gosh, I love that. That is so true. Yeah, you break that down. You only place in the world you can drive a tank.

Oh, really?

And shoot a fully automatic machine gun. Oh, okay.

That's all right.

Under one roof. Wait. Oh, so it's indoors. That is not owned by a government entity like hold. I don't. I'm that math meme right now where it's, like, trying to do the math on it.

Well, here's another one. Drivetanks.com. okay. Not to be confused with drive a tank.com looks like a very similar website. This one's in Texas. I knew it would be in Texas, dude.

I was surprised this one was in Minnesota. First of all, their marketing looks way better than Driva tank.

Yeah, drivetank probably came first. And these guys are like, we could do that so much better. $3,200.

There's drive a tank Orlando.

Oh, they were in a Mr. Beast commercial. And a Dude, perfect. Commercial or video?

Oh, I guarantee that that company's freaking Crushing it then.

Yeah, yeah, they're crushing it. They've been in a Dude Perfect and a Mr. Beast video.

No way. Yeah, see, that's how you do it.

That's how you do it.

I still think this Minnesota company, like, I don't understand. To your point again, what's the downside to just point, shoot, upload. Point, shoot, upload. They don't even have to do any editing, really. Like, I guarantee their YouTube channel would grow if they were just consistent. Even if they were all like portrait videos that were placed on, you know, the nine by 16, you know what I mean? Like, they would still blow up. Pun intended.

Dude. Yeah. They have 116,000 Instagram subscribers and 13,000.

YouTube subscribers, so I wonder if it's the same. Can't be the same company.

Yeah, I doubt it.

Did you see? I think it was last week or the week before Meta, parent company of Facebook, came out with their quarterly earnings. No, it came out and they freaking crushed it. Like, crushed it year over year. Their ad revenue is up 21%, which is insane. Their ad impressions are up 11% year over year. The average price per ad that they're making is up 9%. And their daily active people. Take a guess. I want you to guess. How many daily active people does Facebook.

Have across Instagram and WhatsApp? 2.5 billion.

Okay, 3.5 billion people.

That's crazy.

It's like 50% of the world is a daily active user, which is insane. The thing in particular that I was just like most blown away by is the impact that AI has had. What this says here is, with AI, Meta has been able to boost their ad conversions by 5% on Instagram and 3% on Facebook. And they're only getting better because they're using AI. And I just thought that because they're getting so much better, you're seeing it in their quarterly performance. Not because they're using AI to, like, cut workforce. They're using AI to make their product better. And if you're a small business owner, you need to be using Facebook and Instagram meta ads.

You're going to advertise your budget, you're going to be more likely to use it for the first time and. Or you're going to increase your budget, your daily budget.

I was just talking to a guy, he has a business. It's a home services business. I don't want to out him. And he was like, yeah, I tried to use Meta. It doesn't really work.

Let's.

Let's say that it's a home services business that washes windows. Okay. Let's just say that's the business. It's like, yeah, I tried it. I had an ad agency doing it, but it. I didn't really see any results from it. What would you say to somebody like that?

Okay, this is maybe a terrible analogy because I hate golf, but imagine someone's like, oh, I hate golf. I went out on, I went to a golf course with a club and I hit it and I sliced it. So golf doesn't work. Like, what? Did anyone, like, did you ever take lessons? Like, golf works for millions of people. Like, you sliced it once so you don't like it. So it doesn't work. Therefore it's broken for everyone or your whole industry. Like, dude, you can't just write it off like that.

He was using an ad agency that was like, oh, I had an ad agency that was doing my meta ads, my Facebook ads. And I was like, how long did you do it for? Did you like, do you know how they were a b testing it? And this is, you know me, I don't know jack about this stuff. The stuff I know is basically picked up secondhand from you. And he was like, I don't really know. I mean, they tested some stuff and I was like, were you in the ad creative? Was it a video? Was it a picture? Was it just text? Like, how were you actually using it? And obviously he didn't have any answers for me. But I've heard repeatedly over and over and over, founder led Facebook ads are the best converting ads. To have somebody local who owns that company and is advertising there, and yet they're still, they're still coming. Like, this guy owns a home services business that washes windows. You're telling me that people needing window washing services aren't on Facebook. They're not going to convert. Like, it's probably the best place that they're going to be going to have conversion.

Right. Obviously there are always going to be different industries that are better for Google versus Facebook or whatever. I would say Net of Net. Like a home service business is usually going to be better on Google because it's higher intent traffic. People are ready to buy right then. But there are so many examples of home services crushing it on Facebook. You just have to do it the right way. You need instant form leads. Like you need videos, never pictures ever. You need to be focused on planting seeds, not on converting right away. Whereas with Google, you want to convert right then because they're hot, right?

Oh, that's interesting. You kind of think of more. As for home services brands, Facebook as like a brand building or brand awareness campaign or retargeting.

You put a pixel on your window cleaning website and then people find it from all over the Internet. And then Facebook is going to like, basically put a little tracker on them for the end of all time. And then you can retarget your ads to the people that have already shown interest in your website. They've already been on your website. So retargeting campaigns are one of the most effective campaigns because it's, it's high intent, people that already know and recognize you. But we need like seven touches before we convert.

Why do you think it is so much harder for small businesses? Not harder. Why do you think it's so easy for them actually to say, like, Facebook doesn't work? Are they just not testing enough? Like, what's the threshold at which you actually can be successful on Facebook?

They're probably just not desperate enough. Like, they have other customer acquisition strategies that are working fine and good is the enemy to great. Right? And so it's like they just don't really need it enough. Whereas if that were the strategy that they started with or the marketing channel that they started with and really took the time to learn it themselves. Like, I don't really suggest people hire agencies before, like, learning how to do it themselves. Like we hire an agency to be the silver bullet, but I like hiring agencies once I know enough to hold them accountable and to actually know if they're doing a good job or not. Because it sounds like this guy didn't know what questions to ask the agency to even discern that.

I had a buddy of mine I was just talking to yesterday and we were talking about something else, but he was like, you should hire an agency. He was talking to me. He's like, hire an agency, but tell them up front. My goal is to fire you in three months, and I'd like you to loom everything that you do for me so that I can learn how to do it. And I was like, dude, no agency's gonna take you on. He's like, you're telling me an agency is gonna refuse $10,000 of work just because you're being upfront with them? They're probably going to think, oh, that guy's not actually going to do it. But at least you're being upfront with them and you're, you're like accelerating the learning curve while they're doing the work that you need done anyways. And I just thought that was a really cool kind of approach to it. And, yes, there probably will be some agencies that say no to you. But more yeses than no.

Yeah. All right. What'd you think? Please share it with a friend, and we'll see you next time on the Kerner Office.