Mike's Plan For Entering a New Market | C. Suite Unfiltered 114

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So it finally happened, and I think I talked about this in one of our early, early, early podcasts.
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I got pulled over yesterday.
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He goes back to his car.
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He comes up and he goes, I like your argument.
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This is a warning.
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But if the sheriff pulls you over again, we're going to have to cite you.
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You know, when you're talking to a cop, you don't give him anything.
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I had a $1.9 million change to the bottom line.
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$1.9 million for three to four months worth of work.
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And it's straight profit.
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It's like shows up on the bottom line.
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So the $5,000 an hour that's being charged, like, is that a good return on investment?
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He has grown a very successful Augusta location, and I believe the formal population of VanWur is like 10,000 or 12,000 people.
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So I think he's servicing maximum 15,000 to 20,000 population area directly adjacent to his town.
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One change in a business can have huge implications, and people underestimate the value of that, especially as the business grows.
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And so if you have a million-dollar business and you make one good change, it's probably a $100,000 decision.
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Welcome back.
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Another episode, the C-Suite Unfiltered with Mike Andes.
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How are we doing, sir?
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Good, man.
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So I have something that is going to be a good story for you.
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Okay.
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So if you're here for Mike, which I know most of you are, just skip like five minutes in.
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So it finally happened, and I think I talked about this in one of our early, early, early podcasts.
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All right, so we're not getting political, but Lee's going to get political.
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I have done a personal political protest for the last few years.
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Do you know what this is a reference to?
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Personal political protest.
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The 3P program?
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I don't know.
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You were surprised I don't do this.
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So I, three years ago, stopped renewing the tabs on my car.
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Oh, dude.
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Is that a thing now?
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What?
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Everyone locally, I just see so many tabs that are expired.
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I don't know.
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But I stopped doing it three years ago.
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And nothing happened?
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So I got pulled over yesterday.
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I pulled over yesterday.
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This is the story.
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Lee got pulled over.
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Oh, man.
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So I have not paid my car tabs on my personal vehicle because it does not leave the county that I'm in.
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It goes Monday to Friday to work and back.
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And most of your tabs taxes in the state of Washington go to the larger counties in the state.
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That car never goes into those larger counties.
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All right, Lee's getting political here.
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So sheriff pulls me over and he goes, he goes, so your registration says 2023.
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And I go, yeah.
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You know, when you're talking to a cop, you don't give him anything.
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So I just go, yeah.
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Respect, yeah.
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He goes, so any reason?
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I was like, well, the citizens of Washington state in the last 10 years have voted twice to have $30 car taps.
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They are not $30.
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So I'm not paying.
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This is a political protest.
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I said that to the cop.
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And so I give my registration, which was from 2022.
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So I give my registration.
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I give my license.
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I show my proof of insurance.
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He goes back to his car.
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He comes up and he goes, I like your argument.
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This is a warning.
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But if the sheriff pulls you over again, we're going to have to cite you.
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Have a good day.
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That's it.
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So there you go.
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There's your non-financial advice from Lee.
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If you're in the state of Washington, you can afford to pay your car tabs for three years before you get a warning.
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That also assumes you don't speed or do anything illegal on the road because I don't.
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We're just pulling you over because of the tabs.
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I, yes, well, that's the thing, is I was pulling out of a gas station, and he was coming out of a roundabout near the gas station, and so he was right on me.
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So he had no way to not see.
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I don't think you get pulled over for tabs really anymore, but I think it was the fact that I pulled out, like, right in front of him.
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I didn't cut him off, but I was right in front of him.
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He was right behind me, and he said when he pulled me over, he was like, I had to pull you over.
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2023?
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Yeah.
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But he smiled and chuckled when I gave my reasoning.
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So I'm not getting political.
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This is the most you'll ever hear my political beliefs.
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I've seen so many people locally not doing their tabs.
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I think we found the threshold is three years.
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You get pulled over in three years.
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So I'm going to renew my tabs now, and then I won't pay for them for another three years.
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Zach, do you do your tabs correctly?
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No, I actually just got in trouble with my wife about that yesterday.
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Dude, you have a loophole now, bro.
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Let's go.
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So, yeah, I just.
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Dude, I didn't know that.
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I said it's a political protest.
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So it's like a hundred bucks.
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It's like a hundred bucks, yeah.
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And we voted, as a citizen of Washington, for $30 car taps.
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So why is it not?
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So, because it's against the state constitution.
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I was like, but if the citizens want to change the constitution, isn't it in the state's purview to change the constitution?
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So we're not getting into politics.
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All right.
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We're not going to do it.
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So the cop said, this is funny.
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You'll appreciate this.
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He said, so are you saving money?
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And I said, I don't know.
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What's the fine?
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He said, it's 250 bucks.
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I said, it's about 100 bucks a year.
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So I said, I'm saving 50 bucks if you find me.
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So he like chuckled.
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He got it.
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So I think he and I were same page.
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He got that.
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He got that it was a political protest.
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Anybody, you can protest anything as long as you say it's political.
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So there you go.
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There's my non-financial advice.
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It's a political protest.
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Yeah.
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That is so funny.
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Oh, yeah, because it's like protected speech and all that when it's political protest.
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It's like there's certain protections around it.
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I'm like, you can go stop traffic if you hold up a sign because the political protest.
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Are you cited?
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Are you fined?
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In some cases, yes.
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The majority of people that do that aren't fined.
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So same thing.
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It's political protest.
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OK, good.
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He said he literally said verbatim.
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I like your argument.
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You're free to go.
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If the sheriff catches you again, like, we're going to have to cite you.
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Not like that he wanted to.
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It was more of a we have to.
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So are you going to get your tabs?
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Yeah, yeah.
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I'm going to get my tabs.
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I'm going to get my tabs.
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So that way I'm good for three more years.
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That's so funny.
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Hey, but I pay for my wife's tabs.
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I pay for, you know, the Parks and Rec Pass, you know, to go to state parks.
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Like, I am a law-abiding citizen.
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I just don't want to pay for something that I voted against.
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So...
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That's why.
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So if I vote across the aisle and then they get elected, do I just not pay my income taxes?
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That's a great point.
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This is a political protest.
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I did not vote.
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No, because you're talking about representation.
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Okay.
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This is not about representation.
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This is a statewide vote.
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This was up to the citizens.
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It wasn't a legislative vote.
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What was the vote percentage?
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Probably huge.
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Oh, it was huge.
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It was like 66%.
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Like two-thirds.
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When was the last time a state agreed on two-thirds of a state agreed on something?
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To not pay taxes in Washington.
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Exactly.
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So it was like overwhelming, like 60-something percent in the last 10 years.
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We voted for it twice.
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Really?
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And so I just told the cop, I literally said, I'm not paying.
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Dude, how do you know this stuff, bro?
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You got to stay informed.
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I know to stay informed.
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That's great.
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Well, this could really spiral, so we're not going to go out of that rabbit hole as to why I think democracy is not a real thing.
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Everyone can let us know all the other loopholes that we could also save an extra $100 a year on.
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All in the name of political protest.
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All right, we're done with that.
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So for anyone that wanted to fast forward, don't worry, Mike's going to start talking now.
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I want to talk a little bit about your expansion with Augusta for you, for corporate locations.
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I guess they're not explicitly your locations are actually owned by the Hold Co., which is Mike Andy's Media, Augusta Franchise, and Homework Software.
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So I want to talk specifically about the market and how you chose that market, why you chose that market, certain metrics you look for.
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So let's start with that.
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Given that you've chosen Dallas as your market, why the market specifically in Dallas?
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And are you comfortable with me saying the actual cities that you're going to be operating in yet?
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Or do you want to hold off?
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I'm holding off mostly because Augusta knows.
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But I'm making sure I don't do it because I don't want to throw my GM into the hot bucket.
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Got it.
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Of like immediately he gets there and there's like...
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Five people that hate my guts doing stuff against him.
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So I don't know what...
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I don't want to put him in a bad spot.
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So I'm not saying the exact names, but it's the outskirts of Dallas.
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Yep.
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And there's probably room for 10 Augusta locations to fit inside the Dallas-Fort Worth metro easily.
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Maybe even more.
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And so, yeah.
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In terms of why I chose that... Yeah.
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Yeah.
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There's like a combination of like 20 things.
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So historically, most Augusta locations are in smaller markets in terms of the population size and they're in the suburbs.
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And they're not going after a city that has...
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7 million people in it.
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And we thrive in those markets because we can just dominate on SEO very quickly.
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And so it's been really interesting to see, like, even in this new market, once we started the website, to be able to rank on the first page within, well, actually the first spot on Google within the first three days.
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Like that was a good early sign.
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Um...
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But I wanna prove that it works in a larger market like that and start copying and pasting very close to each other.
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Most of our owners, when they copy and paste, because it's like the nearest location that they could do another location is 30, 40, 50 minutes away.
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It's the natural progression to be able to start another location
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But I believe that if you take a population of a couple million, I still want to use the copy and paste model.
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So the incremental component parts of each crew and then each location is profitable and I can break those off.
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And something I talked about with Jonathan even recently is like a lot of times people just –
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You want to grow a $5 million business.
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So you just keep growing and growing.
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And 20 years later, you're still putting every dollar back in the business.
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And do you really have a profitable business is the question.
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I think the copy and paste model, even if you want to build a $5 million business, is healthy to break pieces off.
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Like, I know that this location, profitable.
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The first million.
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Okay.
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Second million.
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Okay.
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I grow it up.
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Make it profitable.
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All right.
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It's profitable.
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And then you build a $5 million business.
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But now you know there are five distinct pieces or parts or locations that are all individually profitable.
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Yeah.
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And that you don't have to wait 20 years of just plowing money back in the business to actually ask yourself, is it profitable?
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Because so many people do build a $5 million business.
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And they're like, I'm growing, I'm growing, I'm investing back in my business.
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And 20 years of, oh, wait, I don't have a profitable business because I stopped growing and I'm still not making any money.
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And so to avoid that, even in a larger market where you could theoretically build a bigger, you could absolutely take my location and just do a $10 million location.
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100% just grow geographically similar to what CityChiff has done.
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They're probably almost 20 million now and they basically serve that entire market.
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And they just have they deal with the larger drive time.
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That's fine with it for them.
245
00:10:01.330 --> 00:10:02.230
You could absolutely do that.
246
00:10:02.590 --> 00:10:14.934
I still believe the ability to be able to chunk it down and have profitable component parts where you say, this location is profitable, each individual crew is profitable, and I have evidence of that, and I have it segmented down by general managers.
247
00:10:15.454 --> 00:10:19.355
And so, yeah, why we chose that market also is partly lifestyle.
248
00:10:19.615 --> 00:10:22.556
Like Dallas is a place we would be okay living for six months.
249
00:10:23.076 --> 00:10:29.918
And so if I'm going to be going back every winter or checking back in there occasionally, I need to make sure Brianna wants to live there.
250
00:10:30.398 --> 00:10:35.100
And so we had done the due diligence in terms of like from a living perspective, it would be okay living there too.
251
00:10:35.220 --> 00:10:35.860
Yeah, cool.
252
00:10:36.121 --> 00:10:41.523
So looking, zooming more into the market specifically though, like are you looking at population?
253
00:10:41.563 --> 00:10:42.423
Are you looking at income?
254
00:10:42.443 --> 00:10:43.504
Are you looking at density?
255
00:10:43.544 --> 00:10:49.266
Are you looking at certain like labor statistics like industries, employment rates, pricing?
256
00:10:49.286 --> 00:10:51.007
Are you looking at competition, something else?
257
00:10:51.247 --> 00:10:54.428
Outside of those factors, you kind of identified this is the Augusta business model.
258
00:10:54.448 --> 00:10:55.568
This is how we copy and paste.
259
00:10:55.889 --> 00:10:58.890
This is for me and my lifestyle, my wife, we'd be happy living there.
260
00:10:59.430 --> 00:11:00.592
Talk about the market specifically.
261
00:11:00.672 --> 00:11:03.755
What metrics are you looking for that made you say, let's go here?
262
00:11:03.995 --> 00:11:07.960
Yeah, so we're going to go really simple with services, so just two services.
263
00:11:08.040 --> 00:11:14.207
And to do that, you do cut a lot of the market out because people do want like, hey, I want everything done by one provider.
264
00:11:14.267 --> 00:11:15.629
Well, that's not going to be us.
265
00:11:15.669 --> 00:11:17.911
We're not going to do sprinklers and all this other stuff.
266
00:11:18.492 --> 00:11:20.533
And so you do have to have a larger market.
267
00:11:21.033 --> 00:11:27.435
You also need to make sure that that market can bear a service that I want the person who signs up to have year-round service.
268
00:11:28.035 --> 00:11:33.217
Now, that means I'm cutting out the bottom half of my customers that usually are more price sensitive.
269
00:11:33.577 --> 00:11:35.858
Their budget in the winter, they're like, hey, stop service.
270
00:11:36.358 --> 00:11:39.039
I'm trying to go after the buy that's like, I want it looking good all the time.
271
00:11:39.059 --> 00:11:41.320
I do not want three months where you guys don't show up.
272
00:11:41.580 --> 00:11:44.021
I need you to have, you know, in Augusta, we call winter services.
273
00:11:44.121 --> 00:11:46.422
For this case, like, I want year-round lawn maintenance.
274
00:11:47.002 --> 00:11:51.925
And so if it needs to cut once a month, I still want you showing up every two weeks and doing what you guys do.
275
00:11:52.486 --> 00:11:55.388
And so that person needs to have more discretionary income.
276
00:11:55.688 --> 00:12:00.651
They want to be living in a neighborhood where that means something to the people around them.
277
00:12:01.011 --> 00:12:02.713
And so I'm looking at more affluent areas.
278
00:12:03.153 --> 00:12:07.376
And so the areas that we have chosen are some of the most affluent counties in the state.
279
00:12:08.176 --> 00:12:09.977
and growing very fast.
280
00:12:10.177 --> 00:12:17.838
So like growth and then enough affluent households to where I can sell a service that I'm not gonna have people canceling during the off season.
281
00:12:17.999 --> 00:12:20.099
That's like my main focus when I look at market.
282
00:12:20.319 --> 00:12:21.960
Yeah, gotcha, that makes total sense.
283
00:12:21.980 --> 00:12:30.322
So are you putting more weight on, and I'm just gonna choose like two binaries because I think these are two very important metrics that people look at and they get hung up on.
284
00:12:30.782 --> 00:12:35.643
Are you looking more at, and assuming generally good density, let's just go ahead and make a couple assumptions.
285
00:12:36.123 --> 00:12:40.526
Assuming generally good density, that the market is viable for the services you're going to offer.
286
00:12:40.886 --> 00:12:44.889
Between the two, are you putting more weight on household income or overall population?
287
00:12:45.429 --> 00:12:49.051
I actually look more at population growth and then household income.
288
00:12:49.291 --> 00:12:49.572
Got it.
289
00:12:49.592 --> 00:12:59.418
So population growth, immediately you know you have this upwards trend, this tailwind of demand, because new people coming into the market just generally means you have more leads coming in.
290
00:12:59.958 --> 00:13:03.941
And so if that is declining, if you have an area that's declining population, huge red flags.
291
00:13:04.421 --> 00:13:08.043
Like I would not go into a market where there's a declining population.
292
00:13:08.884 --> 00:13:13.107
It just because everyone that usually means more entrenched competitors.
293
00:13:13.687 --> 00:13:18.130
It means that I do not have this random tailwind.
294
00:13:18.350 --> 00:13:19.851
I'm naturally going to get more leads.
295
00:13:20.172 --> 00:13:22.713
It's just easier to grow, especially the first couple hundred customers.
296
00:13:22.733 --> 00:13:27.016
Like the cream of the top is so much easier if you just rank well on Google, which I know we can do.
297
00:13:27.497 --> 00:13:30.799
And then there's people searching for that service because they're new to the market.
298
00:13:31.139 --> 00:13:33.401
So like immediately I know I can get a couple hundred customers from that.
299
00:13:33.881 --> 00:13:39.286
And then in terms of household income, I'm looking at, okay, for example, my market has a little over 100,000 people in it.
300
00:13:40.306 --> 00:13:45.190
And I'm looking at, okay, how many of these people can afford a service that they are not going to pause during the winter?
301
00:13:45.511 --> 00:13:48.733
Okay, they need me like over 150 to $200,000 of household income.
302
00:13:48.753 --> 00:13:52.837
Okay, what percentage of my 100,000 households have that?
303
00:13:52.857 --> 00:13:53.217
Okay.
304
00:13:53.737 --> 00:13:58.681
Um, and in this market, it's high enough to where I'm like, okay, I, I need 5% of the market.
305
00:13:59.102 --> 00:14:02.364
I will build a million dollar business on the recurring revenue side.
306
00:14:02.785 --> 00:14:03.045
All right.
307
00:14:03.065 --> 00:14:04.746
So there is a national travesty.
308
00:14:05.307 --> 00:14:06.488
The media team just let me know.
309
00:14:06.928 --> 00:14:11.612
And that is that over 60% of you watching the video have not subscribed.
310
00:14:12.192 --> 00:14:13.754
You're missing out on all sorts of good stuff.
311
00:14:14.394 --> 00:14:19.496
Usually the videos with the least amount of views have the most amount of value for you and for your business.
312
00:14:19.856 --> 00:14:22.817
And if you're not subscribed, you don't get notified because it's not going to show up on your feed.
313
00:14:23.177 --> 00:14:27.059
So I highly recommend click the little bell, get notified and subscribe today.
314
00:14:27.539 --> 00:14:27.779
Thanks.
315
00:14:28.299 --> 00:14:28.479
Yeah.
316
00:14:28.499 --> 00:14:32.861
If you look at lawn and landscape too, if you look at their yearly statistics, this is one that I thought was interesting.
317
00:14:32.881 --> 00:14:41.304
And I use when I talk to prospects sometimes is that it says 40% of homeowners will use a lawn care landscape provider within the last 12 months.
318
00:14:42.044 --> 00:14:44.686
So it doesn't specify if they're recurring or not, but 40%.
319
00:14:45.267 --> 00:14:56.035
So then what I do is you can almost reverse engineer it to say, okay, well, of that market, we know our typical customer is going to be above median household income, going to have above median household value, right?
320
00:14:56.376 --> 00:15:00.299
And then it's like, okay, do they make up 40% of this market, hypothetically?
321
00:15:00.679 --> 00:15:02.781
If yes, there's your 40% of customers.
322
00:15:03.141 --> 00:15:04.722
If no, okay, well, let's just look.
323
00:15:04.862 --> 00:15:07.384
Is there the cream on the top that I can scrape, as you're saying?
324
00:15:07.704 --> 00:15:09.826
And I think that some people almost get –
325
00:15:11.107 --> 00:15:12.990
get overwhelmed by the metrics they're looking for?
326
00:15:13.010 --> 00:15:17.316
Do you think that there are any assumptions that are dangerous when projecting a market?
327
00:15:17.336 --> 00:15:22.162
Like when you look at that, you're like, you say, well, 50% of this market has above median household income.
328
00:15:22.182 --> 00:15:23.384
So it must be a great market.
329
00:15:23.704 --> 00:15:28.090
Do you ever see any dangerous assumptions when people are projecting their market growth?
330
00:15:28.230 --> 00:15:31.033
Well, 50% will always be above median household income.
331
00:15:31.053 --> 00:15:31.413
Well, yes.
332
00:15:31.593 --> 00:15:32.895
That will always be.
333
00:15:32.915 --> 00:15:33.956
That was a bad way to say it.
334
00:15:33.976 --> 00:15:34.516
That was great.
335
00:15:34.576 --> 00:15:35.057
That was great.
336
00:15:35.317 --> 00:15:37.039
That's just a great stat you could throw at anyone.
337
00:15:37.059 --> 00:15:38.380
Most people would not catch that.
338
00:15:38.400 --> 00:15:38.901
That's so funny.
339
00:15:39.061 --> 00:15:39.481
You got me.
340
00:15:39.501 --> 00:15:42.324
By the way, this is a great market.
341
00:15:42.344 --> 00:15:44.487
50% of households are above median household income.
342
00:15:44.707 --> 00:15:45.107
Yeah.
343
00:15:46.068 --> 00:15:47.109
You know what I meant.
344
00:15:47.430 --> 00:15:48.011
You know what I meant.
345
00:15:48.031 --> 00:15:53.737
That like the majority, sorry, the majority are above like the average, not medium, but above average.
346
00:15:53.797 --> 00:15:59.504
Anyways, so are there dangerous assumptions that people can make when looking at expansions on market?
347
00:15:59.544 --> 00:16:02.948
They're just like, hey, this looks good because of this one metric.
348
00:16:03.069 --> 00:16:04.490
Or do you have to look at a conglomerate?
349
00:16:04.510 --> 00:16:05.872
Do you have to look at a couple pieces of data?
350
00:16:05.932 --> 00:16:06.833
I look at those couple.
351
00:16:06.913 --> 00:16:12.420
I think that the thing that's more important, though, for most people, if you're starting one location, is like, are you going to want to be there?
352
00:16:12.580 --> 00:16:14.703
That's actually like a very hard tangible.
353
00:16:14.903 --> 00:16:17.567
And this is why most locations of Augusta, people start where they live.
354
00:16:17.767 --> 00:16:23.694
They don't like go move and start a location because if you move someplace and you don't like it and you want to leave.
355
00:16:24.275 --> 00:16:26.838
that location, if it's new, is probably not going to do great.
356
00:16:26.878 --> 00:16:31.503
If you don't have the capital to get a general manager in place, have the marketing budget to scale it very quickly.
357
00:16:31.743 --> 00:16:36.569
Like, if you leave three months later and you have a $10,000 budget, it's not going to work.
358
00:16:37.069 --> 00:16:41.274
And so the reason that the Dallas location works is like, I'm from day one getting a general manager.
359
00:16:41.314 --> 00:16:42.675
I'm going to scale it very quickly.
360
00:16:43.096 --> 00:16:43.536
And so...
361
00:16:44.177 --> 00:16:51.779
you want to make sure that you want to be in the area that you are servicing, in my opinion, unless you have plenty of capital and you're going to scale it quickly and get a general manager.
362
00:16:51.859 --> 00:16:57.781
For the vast majority of people, that's why they do start their business wherever they were raised, where they have their family.
363
00:16:58.061 --> 00:17:05.963
Because if you're, if you're adding this whole other complexity to the fact that like, you don't even want to be there and you're trying to always run away from that location, you're trying to run away from that location.
364
00:17:06.083 --> 00:17:07.185
it's probably not going to do great.
365
00:17:07.625 --> 00:17:11.630
And so you need someone solid there, whether it be a general manager or yourself.
366
00:17:11.950 --> 00:17:15.455
And if you can't afford the general manager, don't think you're going to be like, this location is great.
367
00:17:16.116 --> 00:17:24.406
If it's the stay over and you hate living there and you're flying back every weekend to your family, I don't think any discretionary effort is going to go towards that location.
368
00:17:24.746 --> 00:17:24.927
Hmm.
369
00:17:25.562 --> 00:17:31.188
So you think it's more about aligning kind of like your goals with that market expansion, basically.
370
00:17:31.488 --> 00:17:34.731
So what are your goals then with expanding to Dallas?
371
00:17:34.752 --> 00:17:35.993
Like we've talked about the metrics.
372
00:17:36.333 --> 00:17:37.654
You've identified these markets are solid.
373
00:17:38.015 --> 00:17:40.117
They match with your lifestyle personally, with your marriage.
374
00:17:40.137 --> 00:17:40.798
That all works.
375
00:17:41.679 --> 00:17:45.683
What specifically do you see as the goal or the reason behind this?
376
00:17:46.043 --> 00:17:53.706
Yeah, there's a few big bets that we're making that I want to test for Augusta, like having vans, having those vans go home with the crew, not having a shop space.
377
00:17:54.006 --> 00:17:56.547
By doing that, you can't really do debris removal.
378
00:17:56.607 --> 00:17:59.888
You can't do projects like you have to really simplify services.
379
00:18:00.168 --> 00:18:03.910
You have to do way more onboarding and training with your technicians since you're not going to see them.
380
00:18:03.950 --> 00:18:07.431
And like for a lot of people, that's how they do management is like, OK, they showed up.
381
00:18:07.451 --> 00:18:08.752
OK, they look like they're sober.
382
00:18:08.892 --> 00:18:09.152
Great.
383
00:18:09.252 --> 00:18:09.732
Get in the truck.
384
00:18:10.132 --> 00:18:11.212
And then they walk around the truck.
385
00:18:11.232 --> 00:18:12.693
They do a lot of the inspection stuff.
386
00:18:13.013 --> 00:18:23.035
And so the level of training and accountability when you have technicians taking the vehicles home, seeing you once a week instead of every day, that's a different level of systems that are required.
387
00:18:23.675 --> 00:18:31.197
And so wanting to test that, wanting to test in a larger market, the copy and paste, not like I have to copy and paste because the nearest market is an hour away.
388
00:18:31.617 --> 00:18:36.358
That is the traditional reason why Augustans have done multiple locations.
389
00:18:36.398 --> 00:18:37.838
It's like, I have a tiny market.
390
00:18:37.918 --> 00:18:39.079
I have saturated this market.
391
00:18:39.459 --> 00:18:41.039
My customer record and cost is going up.
392
00:18:41.539 --> 00:18:44.580
I either add services or I've got to go start a second location an hour away.
393
00:18:44.820 --> 00:18:46.680
That's been the vast majority of people.
394
00:18:47.160 --> 00:18:50.441
I want to show that I am going to have locations right next to each other.
395
00:18:50.541 --> 00:19:00.963
And yes, I could drive 20 minutes and go to my location, but I don't do that because I take my location, I get it to the six to eight technicians, a million dollars in revenue, simple services, all recurring, and then I just do it right next door.
396
00:19:01.823 --> 00:19:04.784
And I feel like that is something that a few of our owners have done.
397
00:19:04.844 --> 00:19:11.888
I want to prove it, record it, and then document what I do so that it's more replicatable and they can just follow the recipe, if you will.
398
00:19:12.648 --> 00:19:21.632
Is there a way to look at a market or expansion if someone, whether they're in a big market or whether they're more rural, for you to basically say, this is a safe bet.
399
00:19:21.692 --> 00:19:25.734
This market is a safe bet for an $800,000 to a million dollar a year business.
400
00:19:25.794 --> 00:19:28.755
Like what are you looking at to make you say, this is a safe bet?
401
00:19:29.596 --> 00:19:30.656
I would not look at the market.
402
00:19:30.696 --> 00:19:38.458
For an $800,000 to a million dollar location, it all comes down to the operator, the general manager or the owner, whoever's running that day-to-day operations.
403
00:19:38.958 --> 00:19:41.679
I don't care if you're in a market with 10,000 people or 2 million.
404
00:19:41.699 --> 00:19:44.540
I don't care if you have a bunch of rich people versus not.
405
00:19:44.740 --> 00:19:48.941
You could have a market at a declining population, but if you're a great operator, guess what else is happening?
406
00:19:49.161 --> 00:19:50.441
None of your competitors have a tailwind.
407
00:19:50.801 --> 00:19:52.101
And so you're gonna have less competition.
408
00:19:52.141 --> 00:19:54.742
They're gonna go out of business more often.
409
00:19:55.002 --> 00:19:58.823
You can speak to that in your marketing, to your ICP that is tired of the,
410
00:19:59.644 --> 00:20:00.805
people are leaving your market.
411
00:20:00.945 --> 00:20:04.048
Like your competitors are going out of business, i.e.
412
00:20:04.128 --> 00:20:11.474
all the customers that do want to stay there have a problem with the fact they can't find someone to stay long-term in terms of their provider.
413
00:20:11.915 --> 00:20:14.497
So like, in my opinion, it's all about the operator.
414
00:20:14.817 --> 00:20:15.557
At $800,000,000.
415
00:20:15.577 --> 00:20:18.918
If you say, I want to build a $10 million business, okay, this.
416
00:20:19.058 --> 00:20:21.859
Now we very much need to look at, do you have the population?
417
00:20:21.879 --> 00:20:24.239
Do you have that market to actually sustain that?
418
00:20:24.259 --> 00:20:32.901
But I believe that anywhere that has more than 15,000 or 20,000 people in terms of population can sustain an $800,000,000, a million dollar business if the operator is great.
419
00:20:33.322 --> 00:20:34.862
And everyone thinks they're a great operator.
420
00:20:35.682 --> 00:20:44.786
And I'm hoping to be able to show what good looks like a little bit in terms of at that size of location is like, you know, like operator at this is what a good operator looks like.
421
00:20:45.346 --> 00:20:48.467
And I'm hoping to demonstrate it instead of just talk about it.
422
00:20:48.487 --> 00:20:48.667
Yeah.
423
00:20:49.007 --> 00:20:55.030
And I think to use an example inside of Augusta, we have Bryce who's in Van Wert, Ohio, which no one has ever heard of.
424
00:20:55.910 --> 00:20:57.451
I had never heard of it until I met Bryce.
425
00:20:57.811 --> 00:21:00.232
And I think the actual formal population of Van Wert.
426
00:21:00.252 --> 00:21:00.492
We love you.
427
00:21:00.652 --> 00:21:25.674
we love you no this is a compliment oh yeah i don't know the fanville arkansas arkansas big fan of bryce and his family but what he did is he and i don't want to share his revenue numbers publicly obviously without his permission but he has grown a very successful augusta location and i believe the formal population of van were is like 10 or 12 000 people and then there's another town like 15 20 minutes away that's another couple thousand like two to five somewhere
428
00:21:25.774 --> 00:21:26.054
more in there.
429
00:21:26.274 --> 00:21:33.780
So I think like he's servicing maximum, you know, 15 to 20,000 population area directly adjacent to his town.
430
00:21:33.820 --> 00:21:47.151
Maybe he expands outside of that now, but like it's one, the model behind him, but to the operator that he is like how he's honed in his leadership skills and built a team of managers and figured out how to make better offers and sales pipelines for his customers to grow revenue.
431
00:21:47.531 --> 00:21:49.813
It ultimately was the fact that like he's a solid operator.
432
00:21:49.833 --> 00:21:49.933
So
433
00:21:50.253 --> 00:21:53.516
with a solid model behind him, and then he'll be able to expand.
434
00:21:53.536 --> 00:21:59.700
So I think it's interesting that you bring that up, that it comes down to the operator, comes down to the person driving the thing.
435
00:22:00.120 --> 00:22:15.171
Do you think that in kind of looking a little bit more like at Augusta specifically, and I guess if you want to critique me or whatever, but do you think people ever underestimate market analysis or the model in which they launch versus joining Augusta?
436
00:22:15.571 --> 00:22:21.941
Like, do you think they underestimate the value that market analysis and a plan and a business model?
437
00:22:22.582 --> 00:22:26.628
Do they underestimate that value and overestimate kind of the fact that, hey, I'm a good operator.
438
00:22:26.648 --> 00:22:27.309
I can figure it out.
439
00:22:28.288 --> 00:22:29.949
The best athletes still have coaches.
440
00:22:30.489 --> 00:22:34.872
And I think that the reason they do that is because there's someone that's going to tell them not to do certain things and what to do.
441
00:22:35.252 --> 00:22:38.353
So like, I don't know if you hear Alex recently talk about him getting a gym coach.
442
00:22:38.493 --> 00:22:39.274
Yeah, yeah, yeah.
443
00:22:39.454 --> 00:22:40.675
Like, he's fine in the gym.
444
00:22:40.935 --> 00:22:45.597
But he's like, I have been able to re-see what having a coach feels like.
445
00:22:45.977 --> 00:22:51.981
And like, I don't really need them, but I'm going to pay for the best one possible because I need someone to give me like positive reinforcement.
446
00:22:52.041 --> 00:22:53.742
I need someone to say like, nope, don't do that.
447
00:22:54.042 --> 00:22:55.763
And I just need to follow the plan.
448
00:22:55.783 --> 00:22:55.883
Yeah.
449
00:22:56.563 --> 00:23:01.665
And so in my opinion, the person that said, like, I'm a great opera, I'll do it without Augusta, for example.
450
00:23:01.905 --> 00:23:02.445
Totally fine.
451
00:23:02.805 --> 00:23:03.605
You can be successful.
452
00:23:03.625 --> 00:23:07.366
Like, that's like Alex can do his workout and look incredible and do whatever.
453
00:23:09.067 --> 00:23:17.250
That being said, the constraints that a coach offers, or in this case, the system offers, is the thing that allows you to get the extra 5% or 10%.
454
00:23:17.290 --> 00:23:18.130
Like, that's what makes you elite.
455
00:23:18.150 --> 00:23:18.270
Yeah.
456
00:23:19.030 --> 00:23:22.053
And no one likes the coach and like, do one more rep. Like, it's painful.
457
00:23:22.093 --> 00:23:22.513
It's hard.
458
00:23:22.753 --> 00:23:24.034
Do one more rep. You got this.
459
00:23:24.274 --> 00:23:27.537
But that extra one rep is the thing that gets you the last little bit.
460
00:23:28.018 --> 00:23:39.427
And so in my opinion, the advantage of speaking as a franchisee at Anytime Fitness, the constraints of the system is the thing that I can fall back on and allows me to be the best operator in my market.
461
00:23:40.693 --> 00:23:44.355
I might have the skills, but what will usually happen is I will start adding services.
462
00:23:44.415 --> 00:23:46.735
I'll start doing all these little things because I can.
463
00:23:46.836 --> 00:23:47.416
I'm independent.
464
00:23:47.436 --> 00:23:48.316
I can do whatever I want.
465
00:23:48.576 --> 00:23:52.418
The same way that someone in the gym, they can start lifting however they want because there's no one telling them what to do.
466
00:23:52.938 --> 00:23:54.419
So if I get a coach, yes, there's constraints.
467
00:23:54.439 --> 00:23:55.579
You will not do that tricep.
468
00:23:55.599 --> 00:23:57.180
You will do only bicep only.
469
00:23:57.940 --> 00:24:00.321
There's someone telling me I can and cannot do some things.
470
00:24:00.381 --> 00:24:02.042
And for somebody like, I will not do that.
471
00:24:02.402 --> 00:24:03.662
That's the same thing with a franchise.
472
00:24:03.742 --> 00:24:05.363
It's like there are constraints.
473
00:24:05.603 --> 00:24:06.864
You will do this a certain way.
474
00:24:07.764 --> 00:24:09.306
And for some people, they hate that.
475
00:24:09.987 --> 00:24:21.362
For other people, they realize that's how you get to that elite level is having the constraints of a coach, of a system that guides you in a certain direction and prevents you from straying in all these other areas, which are usually distractions.
476
00:24:21.582 --> 00:24:21.722
Mm-hmm.
477
00:24:22.102 --> 00:24:22.263
Mm-hmm.
478
00:24:22.813 --> 00:24:23.053
Yeah.
479
00:24:23.154 --> 00:24:36.253
And I think it's interesting because I sometimes if anybody here has ever had a call with me, I sometimes feel like it's hard to communicate that without coming across as arrogant or that we haven't figured out and you don't, because that's not necessarily the case.
480
00:24:36.273 --> 00:24:37.675
Like, yes, we have a roughness.
481
00:24:37.815 --> 00:24:41.678
a record and a proof of 200 locations and other owners and a lot of success stories.
482
00:24:41.698 --> 00:24:49.403
It's like, obviously the model works, what you've built is working, but you never want it to come across as this is the only way because there's so many ways to win in business.
483
00:24:49.703 --> 00:24:59.069
But what you're saying is having that external factor of a coach is kind of the term you're using just gets you that extra squeeze that extra five to 10%.
484
00:24:59.309 --> 00:25:03.452
So when do you think people need to come to that decision-making process?
485
00:25:03.472 --> 00:25:04.233
Like, is it,
486
00:25:05.133 --> 00:25:09.714
when they're kind of on the brink of, okay, I think I can't get to the next level.
487
00:25:09.734 --> 00:25:11.595
I should get a coach or I should join Augusta or whatever.
488
00:25:12.075 --> 00:25:15.116
Or do you think it should be thought about beforehand?
489
00:25:15.156 --> 00:25:19.758
Because I feel like that's how a lot of people approach maybe their calls with me is they fit in one of two buckets.
490
00:25:19.778 --> 00:25:22.818
It's like things aren't working in my business and I need solutions.
491
00:25:23.099 --> 00:25:24.579
So let's see if Augusta is a solution.
492
00:25:24.859 --> 00:25:28.980
And then there's bucket B, which is, Hey, I think this is a good opportunity.
493
00:25:29.000 --> 00:25:30.721
And maybe it aligns with my long-term plans.
494
00:25:31.121 --> 00:25:34.342
Do you think that, I guess I don't have like a very specific question there,
495
00:25:34.742 --> 00:25:39.529
But do you think approaching coaching is better in case A or case B?
496
00:25:39.749 --> 00:25:41.692
Like case A, I don't know how to get to the next level.
497
00:25:41.712 --> 00:25:42.193
I need a coach.
498
00:25:42.413 --> 00:25:44.776
Case B is, hey, I think I know what my 10-year goal is.
499
00:25:45.117 --> 00:25:45.838
I might need a coach.
500
00:25:46.800 --> 00:25:52.862
I think it's like going, should you go to the doctor now and get a checkup or should you wait until you're hemorrhaging and need surgery?
501
00:25:53.322 --> 00:26:00.125
And so most people will come see the need for systems, a coach, whatever, when they see definite problems in the business.
502
00:26:00.445 --> 00:26:02.326
I think the next level of business happens.
503
00:26:02.806 --> 00:26:07.488
I'll use Alex, for example, is when you're like, I'm doing very good and I still need a coach.
504
00:26:08.388 --> 00:26:12.190
That that shows a level of humility that like I I am doing good.
505
00:26:12.311 --> 00:26:12.791
I am great.
506
00:26:12.911 --> 00:26:13.471
I am awesome.
507
00:26:13.831 --> 00:26:17.654
I don't have gaping wounds, but I still need someone else to get eyes on what I'm doing.
508
00:26:17.674 --> 00:26:20.355
It's like when I recently have got a coach and we'll talk about this next.
509
00:26:20.396 --> 00:26:20.656
Yes.
510
00:26:21.256 --> 00:26:22.677
And I'm not like that.
511
00:26:22.697 --> 00:26:23.577
I'm leaving Dr. Cash.
512
00:26:23.597 --> 00:26:24.318
You don't worry about that.
513
00:26:24.598 --> 00:26:26.980
But like, it's just like an additional eyes on the business.
514
00:26:27.360 --> 00:26:28.821
And like when it's like, well, what's your problems?
515
00:26:28.841 --> 00:26:29.321
What's your constraints?
516
00:26:29.341 --> 00:26:31.043
Like, I don't have any gaping things.
517
00:26:31.143 --> 00:26:32.163
I know what the issues are.
518
00:26:32.223 --> 00:26:33.064
I'm working on those.
519
00:26:33.304 --> 00:26:35.986
I have a very clear roadmap, but I need, I still need coaching.
520
00:26:36.266 --> 00:26:37.427
And I don't even know what you're about to say.
521
00:26:37.447 --> 00:26:41.350
I don't know about what you're going to see, but I know I need other eyes on this.
522
00:26:42.230 --> 00:26:55.755
And whether they have done that type of business or seen a larger size of business or they just have different eyes on the business, because I generally believe if you took me out of day to day operations and I came back in a year and I looked at the business differently, I would see different things because I'm removed from that.
523
00:26:55.815 --> 00:26:58.176
So I just need someone else with eyes on my business.
524
00:26:58.236 --> 00:27:05.859
This is why I like the coaching program in Augusta is like there are peers looking at each other's business and able to coach each other because we've agreed that these systems work.
525
00:27:06.559 --> 00:27:13.660
And I get the owner out of daily operations or the person that is not seeing all the minutia to be able to put eyes on it and immediately can identify problems.
526
00:27:14.521 --> 00:27:16.781
It's not like it's rocket science when I go do turnarounds.
527
00:27:16.801 --> 00:27:21.782
It's just that I'm not in the day-to-day and so mired down with what's in front of them.
528
00:27:21.802 --> 00:27:23.882
I can just zoom out and be like, oh yeah, this is the problem.
529
00:27:23.902 --> 00:27:24.422
This is the problem.
530
00:27:24.442 --> 00:27:25.423
Change this and we're good to go.
531
00:27:25.923 --> 00:27:32.264
And so I believe that the next level of humility or progression for an entrepreneur is to say, I do not have big problems in my business.
532
00:27:33.464 --> 00:27:35.507
And I still need a coach and I still need help.
533
00:27:35.747 --> 00:27:49.426
And I still know that there's like, I don't know what I don't know is a level of, of, of hubris that most people have too much of, have too much hubris to be able to say like, I don't see all the problems in my business and I need a coach.
534
00:27:49.686 --> 00:27:50.006
I need help.
535
00:27:50.727 --> 00:27:50.928
Mm-hmm.
536
00:27:51.692 --> 00:27:53.473
Yeah, you mentioned humility in there.
537
00:27:53.673 --> 00:27:56.695
And my brain went the opposite direction, which is like ego.
538
00:27:56.955 --> 00:27:58.496
I think they're always in a constant battle.
539
00:27:58.536 --> 00:28:00.977
It's like humbling yourselves or leaning into your ego.
540
00:28:01.337 --> 00:28:05.640
Do you think that is the biggest holdup for people to take coaching?
541
00:28:05.660 --> 00:28:08.141
Because I've talked to people that have been on your turnaround show.
542
00:28:08.901 --> 00:28:12.643
They've booked a call with me and they're like, hey, maybe I want to check out Augusta because Mike came out.
543
00:28:13.004 --> 00:28:14.945
And they say this more often than not.
544
00:28:14.985 --> 00:28:18.867
It's like, I got so much value out of the couple hours he was here.
545
00:28:19.427 --> 00:28:22.695
But then you get to like, but you have to pay a few thousand dollars to join Augusta.
546
00:28:22.715 --> 00:28:24.439
And it's like massive roadblock.
547
00:28:24.880 --> 00:28:28.488
And so do you think that that's a humility thing or do you think that's a financial decision?
548
00:28:28.528 --> 00:28:29.551
Just like honest question.
549
00:28:32.277 --> 00:28:36.260
Um, well, that would be very individual, like whether or not they have the capital, et cetera.
550
00:28:36.420 --> 00:28:44.025
I think that one change in a business can have a huge implications and people underestimate the value of that, especially as the business grows.
551
00:28:44.566 --> 00:28:49.349
And so if you have a million dollar business and you make one good change, it's probably a hundred thousand dollar decision.
552
00:28:49.369 --> 00:28:50.089
And.
553
00:28:51.150 --> 00:29:00.076
For a smaller operator to be able to have the foresight to know that they're going to grow their business and, like, I know that having the systems in place when I get there is going to be a high leverage opportunity.
554
00:29:00.356 --> 00:29:03.438
That's why someone that's new would potentially join Augusta or get a coach or et cetera.
555
00:29:04.239 --> 00:29:09.422
For someone that is of a larger business, it makes more and more sense because decisions are so weighty.
556
00:29:09.923 --> 00:29:14.266
And so, like, even with the coach that I have now, like, in our intro call, he mentioned something.
557
00:29:14.726 --> 00:29:15.566
I wrote a note down.
558
00:29:15.766 --> 00:29:22.609
I ran around the numbers and like, it's a very small change and a $1.9 million change to the bottom line.
559
00:29:23.949 --> 00:29:29.831
And it would be probably a three month project, four months project, but $1.9 million for three to four months worth of work.
560
00:29:30.311 --> 00:29:31.392
And it's straight profit.
561
00:29:31.492 --> 00:29:33.632
It's like shows up on the bottom line.
562
00:29:34.313 --> 00:29:34.673
Pretty good.
563
00:29:35.193 --> 00:29:41.195
So the $5,000 an hour that's being charged, like, is that a good, you know, return on investment?
564
00:29:42.175 --> 00:29:42.395
Yeah.
565
00:29:42.976 --> 00:29:45.899
We need to have like a paid subscription.
566
00:29:46.199 --> 00:29:48.381
So I can, as we can pause right there, cut it right there.
567
00:29:48.561 --> 00:29:50.383
And then I ask you directly what the change was.
568
00:29:50.403 --> 00:29:55.287
So like, you know, people pay 50 bucks a month, get the, the Patreon or the exclusive content or whatever.
569
00:29:56.255 --> 00:29:58.095
So technically there is a paid version.
570
00:29:58.335 --> 00:30:04.957
It's called home service boardroom and it's for seven figure entrepreneurs that are in home services and when to get to $10 million in annual revenue.
571
00:30:05.297 --> 00:30:15.399
And the reason I made the group is because I found so often the times the thing that actually gets someone at $10 million is nothing to do with tactics or tips or how to get more leads.
572
00:30:15.559 --> 00:30:18.600
It's the fact that you got to attract great talent into your organization.
573
00:30:19.400 --> 00:30:23.682
No one's building a $10 million home service business without other great people.
574
00:30:23.982 --> 00:30:30.385
And you've got to become the leader that is required to get that person to fit their goals inside of yours and the organization's.
575
00:30:30.805 --> 00:30:42.751
And that's the type of thing we talk about inside of home service boardroom, creating a vision for your company, creating compensation models and systems, and more importantly, showing up as a leader that they want to follow in terms of your personal life and nutrition, your health.
576
00:30:43.131 --> 00:30:51.553
And every single 30 days, there's a challenge that we do to keep each other accountable to actually making improvement and not just learning more tips and tricks.
577
00:30:51.793 --> 00:30:52.673
So go check it out.
578
00:30:52.913 --> 00:30:53.753
Link is in the description.
579
00:30:54.194 --> 00:30:54.734
That's interesting.
580
00:30:55.174 --> 00:30:59.655
I, I, and I wasn't planning on like going down this road because we already planned, you know, kind of the next pod.
581
00:30:59.675 --> 00:31:07.937
We are going to talk about coaching, but I think it's interesting when you look at it from a humility perspective, less of a financial perspective.
582
00:31:08.917 --> 00:31:12.218
Because even, you know, this is kind of stemming into what we're going to talk about next week,
583
00:31:13.559 --> 00:31:16.903
I had to tell you pretty honestly, I was like, I think there's a skill gap with me.
584
00:31:17.443 --> 00:31:20.447
And so I think achieving X would help me close that skill gap.
585
00:31:20.867 --> 00:31:22.590
And this isn't me like tooting my own horn.
586
00:31:22.830 --> 00:31:24.171
I think realizing that was humbling.
587
00:31:24.191 --> 00:31:25.813
I was like, oh, that's kind of a gut punch.
588
00:31:25.853 --> 00:31:27.035
Like there's a skill gap.
589
00:31:27.055 --> 00:31:28.737
Like, why am I desiring this?
590
00:31:29.197 --> 00:31:30.499
Because I think there's a skill gap.
591
00:31:30.599 --> 00:31:30.920
I can't.
592
00:31:31.740 --> 00:31:34.022
quantify it, but it's there and I know it's there.
593
00:31:34.463 --> 00:31:40.929
And so that's not like me touting myself or tooting my own horn or whatever phrase you want to use, just using it as an example.
594
00:31:41.169 --> 00:31:49.156
Do you think that's ultimately what it comes down to when someone's like, I'm going to sign up for coaching or I'm going to pay for someone to teach me like they're humbling themselves in that moment?
595
00:31:49.436 --> 00:32:00.378
Yeah, like this is the hack for any, if there's an employee listening, by the way, I'll now spill the beans, is if you say you have a skill gap, at least for me, whatever you want, it's all yours.
596
00:32:00.458 --> 00:32:04.759
Like that's when you were asking for a budget to be able to solve the problem.
597
00:32:04.779 --> 00:32:06.260
Like that was like, oh, OK. Yeah.
598
00:32:06.740 --> 00:32:06.940
Yes.
599
00:32:07.040 --> 00:32:16.682
Because if someone's humble enough to realize they have a skill gap, it means that whatever they are about to spend money on, they will likely receive from it because they're in the position of opening themselves up.
600
00:32:16.962 --> 00:32:21.406
It's like, this is like, it goes into like a very spiritual perspective of like, if you can open yourself up to receive.
601
00:32:21.806 --> 00:32:30.773
And so if, if any team member or you think it's entrepreneurs and coaching, but like for me, if an employee is able to identify, I have this skill gap, I have found the solution.
602
00:32:31.033 --> 00:32:32.034
Can you fix this with money?
603
00:32:32.054 --> 00:32:33.095
I'm like, yeah, a hundred percent.
604
00:32:33.756 --> 00:32:33.936
Um,
605
00:32:35.494 --> 00:32:37.775
Most people cannot do two things.
606
00:32:37.995 --> 00:32:39.516
One, realize they have a skill gap.
607
00:32:39.796 --> 00:32:40.677
Most people can't do that.
608
00:32:41.317 --> 00:32:43.858
Two, identify the solution, i.e.
609
00:32:43.878 --> 00:32:48.521
the coaching, and clearly articulate that this is the solution that I need.
610
00:32:48.881 --> 00:32:52.683
And then by doing this, it allows me to do X, Y, and Z in the business.
611
00:32:53.223 --> 00:32:58.466
Most people can't do that math, or they can't be humble enough to realize I have a skill deficiency.
612
00:32:59.306 --> 00:33:03.248
And when people realize that, for me, blank check.
613
00:33:04.220 --> 00:33:04.820
Let's get it out.
614
00:33:05.501 --> 00:33:05.801
I know.
615
00:33:05.821 --> 00:33:06.041
I know.
616
00:33:06.061 --> 00:33:07.342
It was like my last bullet point.
617
00:33:07.362 --> 00:33:09.364
So there's a good teaser for next week.
618
00:33:09.404 --> 00:33:11.085
I guess we could probably start wrapping up there.
619
00:33:12.106 --> 00:33:13.367
That's a good teaser for next week.
620
00:33:13.387 --> 00:33:14.668
We're going to talk more about coaching.
621
00:33:14.888 --> 00:33:17.190
I'll share what I had to pitch to Mike that he just approved.
622
00:33:17.490 --> 00:33:20.192
Now you all know of the hack as an employee to say it's a skill gap.
623
00:33:20.352 --> 00:33:21.593
But I think that's cool.
624
00:33:21.613 --> 00:33:23.154
I think it's very encouraging for me to hear.
625
00:33:23.434 --> 00:33:26.577
But also have the track record of being able to change behavior.
626
00:33:27.297 --> 00:33:27.817
Ooh, fair.
627
00:33:27.957 --> 00:33:28.117
Right?
628
00:33:28.137 --> 00:33:29.318
Like, that's a given for you.
629
00:33:29.498 --> 00:33:31.498
So, like, I know that, okay, he's identified.
630
00:33:31.679 --> 00:33:33.539
Again, we go back to problem, solution, execution.
631
00:33:33.859 --> 00:33:36.760
I know you can execute on whatever the solution is.
632
00:33:36.780 --> 00:33:38.341
I won't even have to get involved.
633
00:33:38.661 --> 00:33:41.042
So, like, most people can't identify the problem.
634
00:33:41.062 --> 00:33:42.002
Like, there is a problem.
635
00:33:42.522 --> 00:33:44.543
And so if someone says, I have a problem, I need help.
636
00:33:45.580 --> 00:33:47.201
Like, again, this goes very spiritual.
637
00:33:47.221 --> 00:33:48.721
Like, if I have a problem, I need help.
638
00:33:48.821 --> 00:33:52.002
Okay, now you have opened yourself up to the solution.
639
00:33:52.022 --> 00:33:52.983
You have opened yourself up to coaching.
640
00:33:53.003 --> 00:33:55.183
You have opened yourself up to behavioral change.
641
00:33:55.583 --> 00:33:59.245
And most people have too much pride to even say, I have a skill gap.
642
00:33:59.625 --> 00:34:00.645
I don't know what to do here.
643
00:34:01.045 --> 00:34:02.326
I am deficient in this area.
644
00:34:02.826 --> 00:34:04.046
And therefore, you will never receive.
645
00:34:04.686 --> 00:34:06.327
Again, going into the spiritual direction.
646
00:34:06.467 --> 00:34:06.927
I like that.
647
00:34:06.947 --> 00:34:11.950
I saw I saw a tweet recently that went heavily indexed towards the spiritual side of what you just said.
648
00:34:12.230 --> 00:34:13.291
Not going to share it publicly.
649
00:34:13.631 --> 00:34:14.851
Don't ruffle any feathers.
650
00:34:15.212 --> 00:34:16.232
But it's very interesting.
651
00:34:16.292 --> 00:34:21.795
It's very interesting about that exact concept that like about how certain faiths it's like, oh, come as you are.
652
00:34:21.815 --> 00:34:23.916
But it's it's not actually like come as you are.
653
00:34:23.976 --> 00:34:28.558
It's come admitting that you you are not enough or you're broken or you're whatever.
654
00:34:28.578 --> 00:34:30.399
So anyway, it's not going to get into all the specifics of that.
655
00:34:30.619 --> 00:34:31.200
We can go along.
656
00:34:31.960 --> 00:34:41.862
Though I think that this is why so many times, if you look in the aggregate at the people, entrepreneurs that you look up to, at least for myself, a lot of them have a spiritual element of some sort.
657
00:34:42.443 --> 00:34:50.665
And I believe it is because the same attribute of, and if you look across Augusta, like it's very like spiritual, religious, whatever you want to say it.
658
00:34:51.045 --> 00:34:57.786
It's because in my opinion, there is a level of humility to say, I do not have what it takes to live this life at a certain level.
659
00:34:58.106 --> 00:35:00.407
And you fill in the blank of what,
660
00:35:00.987 --> 00:35:07.089
religious sect you go down or whatever religious background, it is someone that says, I don't know everything and I need help.
661
00:35:07.669 --> 00:35:12.331
That person can usually in business take that same skill and be able to learn from other people.
662
00:35:12.511 --> 00:35:13.531
Say, I do not have all the skills.
663
00:35:13.611 --> 00:35:13.991
I need coaching.
664
00:35:14.031 --> 00:35:14.791
I need to be a joint franchise.
665
00:35:14.972 --> 00:35:15.672
I need to join a community.
666
00:35:15.752 --> 00:35:18.933
I need other people in this life to be able to be successful.
667
00:35:19.613 --> 00:35:21.434
And that is a great skill in business.
668
00:35:24.060 --> 00:35:24.400
I like that.
669
00:35:24.480 --> 00:35:26.201
And for the person that's like, I don't need God.
670
00:35:26.301 --> 00:35:27.121
I don't need other people.
671
00:35:27.181 --> 00:35:27.762
I don't need a community.
672
00:35:27.822 --> 00:35:28.742
I don't need to go to church.
673
00:35:28.842 --> 00:35:30.263
I don't need anyone else telling me what to do.
674
00:35:30.423 --> 00:35:34.905
I'm not going to read a Bible or any sort of religious document telling me how I should live my life.
675
00:35:35.205 --> 00:35:40.147
That person usually can't open themselves up to anyone else in business that's going to tell them what to do.
676
00:35:40.587 --> 00:35:41.467
Yeah, it's interesting.
677
00:35:42.288 --> 00:35:43.168
You have thoughts, dude.
678
00:35:43.388 --> 00:35:45.288
I know you have thoughts.
679
00:35:45.348 --> 00:35:47.549
I have thoughts, but I don't have well-formed thoughts.
680
00:35:47.589 --> 00:35:48.429
That's my issue.
681
00:35:48.870 --> 00:35:51.630
That's my skill gap is I can't compartmentalize.
682
00:35:52.010 --> 00:35:53.611
I can't figure out how to deliver.
683
00:35:53.651 --> 00:35:55.492
Sorry, I can't help you with that.
684
00:35:55.572 --> 00:35:56.252
No, you're fine.
685
00:35:56.312 --> 00:35:56.892
You're fine.
686
00:35:56.932 --> 00:36:00.533
So let's end with one final question here that is not related whatsoever.
687
00:36:00.553 --> 00:36:03.394
This will be the leadership team chat discussion next week when this comes out.
688
00:36:03.414 --> 00:36:03.794
Yeah, it's perfect.
689
00:36:04.214 --> 00:36:06.775
And I'm honestly just more excited to start recording next week.
690
00:36:06.795 --> 00:36:07.756
We just don't have enough time.
691
00:36:07.776 --> 00:36:12.058
I knew I wanted to make sure we had enough time for that topic that we're going to get into coaching.
692
00:36:12.958 --> 00:36:15.860
But we have previously talked about him on the pod before.
693
00:36:15.880 --> 00:36:16.280
Okay.
694
00:36:16.480 --> 00:36:17.300
Christopher Nolan.
695
00:36:17.661 --> 00:36:19.001
We both went and saw Oppenheimer.
696
00:36:19.021 --> 00:36:20.442
Remember Barbenheimer?
697
00:36:20.522 --> 00:36:21.963
Are you going to go see Odyssey?
698
00:36:23.003 --> 00:36:23.183
No.
699
00:36:23.203 --> 00:36:23.643
The new one?
700
00:36:23.804 --> 00:36:24.224
No.
701
00:36:24.244 --> 00:36:25.304
I just didn't know.
702
00:36:25.404 --> 00:36:26.485
Isn't it science fiction?
703
00:36:26.505 --> 00:36:27.125
No, no, no.
704
00:36:27.165 --> 00:36:29.546
It's based on the Odyssey.
705
00:36:29.746 --> 00:36:30.887
It's Greek angel literature.
706
00:36:31.242 --> 00:36:31.763
Is it real?
707
00:36:31.783 --> 00:36:32.824
Like, did it happen?
708
00:36:33.144 --> 00:36:34.305
Well, it's Greek mythology.
709
00:36:34.445 --> 00:36:34.966
So, no.
710
00:36:35.546 --> 00:36:37.288
Oh, so there's like dragons and all that sort of thing?
711
00:36:37.488 --> 00:36:41.091
Well, there's like cyclopses and the Greek gods and all this stuff.
712
00:36:41.191 --> 00:36:41.732
I don't know.
713
00:36:41.812 --> 00:36:42.793
Oppenheimer is real.
714
00:36:42.813 --> 00:36:47.738
Well, it's, yes, but it's also one of the greatest pieces of literature ever written.
715
00:36:47.838 --> 00:36:48.398
Yeah.
716
00:36:48.418 --> 00:36:48.739
The classics.
717
00:36:48.759 --> 00:36:49.519
Maybe it's a skill gap.
718
00:36:49.619 --> 00:36:49.840
Yeah.
719
00:36:49.880 --> 00:36:50.120
Yeah.
720
00:36:50.380 --> 00:36:53.063
My skill got, as soon as I see something, it's like, oh, that's not real.
721
00:36:53.083 --> 00:36:54.144
I'm like, oh, I'm checking out.
722
00:36:54.164 --> 00:36:55.486
Then I see runtime of three hours.
723
00:36:55.526 --> 00:36:56.447
So I'm like, I mean.
724
00:36:56.467 --> 00:36:57.788
No, dude, this is an investment.
725
00:36:58.089 --> 00:36:58.429
I know.
726
00:36:58.449 --> 00:37:02.073
Like, look, I love, you know, I love Matt Damon, love Anne Hathaway.
727
00:37:02.093 --> 00:37:04.736
But three hours, like that's, I don't know.
728
00:37:04.756 --> 00:37:08.240
Somebody in the comments, give us, should we see a yes or no?
729
00:37:08.260 --> 00:37:08.340
Yes.
730
00:37:09.341 --> 00:37:12.304
As soon as I see things that are not real, I'm just like, I don't, I don't know.
731
00:37:12.364 --> 00:37:13.165
I'm checking out.
732
00:37:13.205 --> 00:37:14.747
But it's based on a real book.
733
00:37:15.027 --> 00:37:16.649
So it's based on a real book.
734
00:37:16.789 --> 00:37:19.472
Well, I mean, it's the classics, as they say.
735
00:37:19.492 --> 00:37:20.754
I don't know how to define that.
736
00:37:20.774 --> 00:37:22.936
The book is fictional because the book is real.
737
00:37:22.996 --> 00:37:24.298
Now it's based upon a true book.
738
00:37:24.318 --> 00:37:24.418
Yeah.
739
00:37:24.578 --> 00:37:27.042
We're going to stay in our business, our lane on business content.
740
00:37:27.062 --> 00:37:27.502
No kidding, dude.
741
00:37:27.522 --> 00:37:28.263
People really judge us.
742
00:37:28.283 --> 00:37:29.145
We'll leave that to Zach.
743
00:37:29.165 --> 00:37:30.427
Zach is good at that sort of thing.
744
00:37:30.787 --> 00:37:31.007
All right.
745
00:37:31.208 --> 00:37:32.890
Any non-financial advice for the people?
746
00:37:33.371 --> 00:37:34.392
Oh, dude.
747
00:37:34.733 --> 00:37:35.254
You go ahead.
748
00:37:35.454 --> 00:37:35.714
All right.
749
00:37:35.734 --> 00:37:36.335
So I got one.
750
00:37:36.776 --> 00:37:37.617
Oh, I do have one.
751
00:37:37.677 --> 00:37:38.018
Go ahead.
752
00:37:38.258 --> 00:37:39.119
If you want a...
753
00:37:39.680 --> 00:37:41.922
Cheap and easy date night idea.
754
00:37:42.022 --> 00:37:42.262
Okay.
755
00:37:42.382 --> 00:37:43.123
With the spouse.
756
00:37:43.263 --> 00:37:43.523
Okay.
757
00:37:43.823 --> 00:37:45.724
Deconstructed charcuterie board.
758
00:37:46.005 --> 00:37:52.589
So just go to like a high-end grocery store, get like a nice loaf of bread, get some nice selection of meats and cheeses, some olives, whatever.
759
00:37:52.910 --> 00:37:57.813
And then just go literally take like camp chairs or go somewhere that's like public picnic tables by like a beach or a lake.
760
00:37:57.993 --> 00:37:58.173
Okay.
761
00:37:58.474 --> 00:37:58.794
And just.
762
00:37:59.014 --> 00:37:59.794
Did you do this recently?
763
00:37:59.814 --> 00:37:59.935
Yeah.
764
00:38:00.075 --> 00:38:00.215
Yeah.
765
00:38:00.235 --> 00:38:00.795
We just did it recently.
766
00:38:00.815 --> 00:38:01.656
We went out to Birch Bay.
767
00:38:01.796 --> 00:38:01.936
Okay.
768
00:38:02.196 --> 00:38:06.479
And just literally sat by the water and just had like a nice fancy loaf of bread, some meat, some cheeses.
769
00:38:06.519 --> 00:38:08.120
Like didn't present it in any way.
770
00:38:08.240 --> 00:38:10.801
Like literally had a pocket knife, just cutting it up, ripping.
771
00:38:10.881 --> 00:38:11.382
It was great.
772
00:38:11.522 --> 00:38:13.363
But like you just, it's just like relaxing.
773
00:38:13.443 --> 00:38:14.163
Get a nice cold.
774
00:38:14.183 --> 00:38:16.244
I'm going to go out on a limb and say Ernie was not there.
775
00:38:16.264 --> 00:38:16.685
Ernie was.
776
00:38:16.945 --> 00:38:17.245
What?
777
00:38:17.265 --> 00:38:18.386
Because he just played on the beach.
778
00:38:19.066 --> 00:38:19.546
So it's perfect.
779
00:38:19.566 --> 00:38:20.066
He just threw rocks.
780
00:38:20.086 --> 00:38:20.987
He can play by himself now?
781
00:38:21.007 --> 00:38:21.507
Yeah, yeah, yeah.
782
00:38:21.527 --> 00:38:22.107
For that long?
783
00:38:22.167 --> 00:38:22.367
Yeah.
784
00:38:22.787 --> 00:38:23.848
Well, he needs interaction.
785
00:38:23.968 --> 00:38:24.428
Okay, okay.
786
00:38:24.528 --> 00:38:25.268
But yeah, so we just sat.
787
00:38:25.328 --> 00:38:26.048
I guess it's not like a competition.
788
00:38:26.068 --> 00:38:26.909
Had a little cooler.
789
00:38:27.069 --> 00:38:28.669
So we just had all our stuff sitting on top of the cooler.
790
00:38:28.689 --> 00:38:28.989
Let's go.
791
00:38:29.049 --> 00:38:33.150
He'd come over, eat a piece of bread, go back, eat a piece of cheese, go back to throwing rocks.
792
00:38:33.170 --> 00:38:33.551
That's a good age.
793
00:38:33.571 --> 00:38:35.511
They can kind of self-distract for a few minutes.
794
00:38:35.531 --> 00:38:37.732
But it's cheap and it's very like restful.
795
00:38:37.872 --> 00:38:38.032
Yeah.
796
00:38:38.052 --> 00:38:38.613
So there you go.
797
00:38:38.633 --> 00:38:38.953
There's your.
798
00:38:38.973 --> 00:38:39.714
Did you hear about this?
799
00:38:39.734 --> 00:38:40.194
What happened?
800
00:38:40.354 --> 00:38:41.615
Did you watch Bree's vlog?
801
00:38:41.936 --> 00:38:43.257
We just had a charcuterie game night.
802
00:38:43.277 --> 00:38:43.937
Oh, I did see that.
803
00:38:44.098 --> 00:38:44.478
Yeah.
804
00:38:44.558 --> 00:38:45.259
No, this was before.
805
00:38:45.299 --> 00:38:45.979
I didn't steal that.
806
00:38:45.999 --> 00:38:46.199
All right.
807
00:38:46.219 --> 00:38:47.541
We're going to do that for the leadership team.
808
00:38:47.561 --> 00:38:48.121
It's nice.
809
00:38:48.221 --> 00:38:48.922
They've done.
810
00:38:49.002 --> 00:38:49.602
We've done that.
811
00:38:49.623 --> 00:38:50.663
Sarah and I have done that a few times.
812
00:38:50.864 --> 00:38:51.064
Yeah.
813
00:38:51.164 --> 00:38:52.946
Where it's just like, hey, we don't feel like making dinner.
814
00:38:53.186 --> 00:38:53.946
We're kind of tired.
815
00:38:54.247 --> 00:38:55.668
Like we feel like we need to reconnect.
816
00:38:55.948 --> 00:38:56.188
Cool.
817
00:38:56.229 --> 00:38:59.832
Go to the grocery store, grab stuff for like effectively a deconstructed charcuterie.
818
00:39:00.052 --> 00:39:01.113
Just eat it wherever you go.
819
00:39:01.133 --> 00:39:03.115
That feels more work than just making dinner.
820
00:39:03.615 --> 00:39:04.916
You're like, we feel tired.
821
00:39:04.936 --> 00:39:05.757
We're not really feeling it.
822
00:39:05.797 --> 00:39:07.039
No, but you just go to a grocery store.
823
00:39:07.059 --> 00:39:09.321
You get like six items thrown in a cooler.
824
00:39:09.441 --> 00:39:10.322
I'm not talking a ton.
825
00:39:10.562 --> 00:39:13.905
I'm talking like bread, a couple of meats, a couple of cheeses, some olives.
826
00:39:13.925 --> 00:39:14.826
We went all out, dude.
827
00:39:14.926 --> 00:39:15.166
I know.
828
00:39:15.206 --> 00:39:16.748
I saw it.
829
00:39:16.768 --> 00:39:17.809
So looking forward to that invite.
830
00:39:18.189 --> 00:39:18.930
So there you go.
831
00:39:18.970 --> 00:39:21.232
A great, cheap, and easy way to connect with your spouse.
832
00:39:21.472 --> 00:39:23.334
Deconstructed charcuterie with a view.
833
00:39:23.895 --> 00:39:26.377
Lake, water, a nice public park, something like that.
834
00:39:26.657 --> 00:39:27.158
Get outside.
835
00:39:27.418 --> 00:39:27.618
Yeah.
836
00:39:28.899 --> 00:39:30.420
if you're not in like 120 degrees.
837
00:39:30.460 --> 00:39:30.620
Yeah.
838
00:39:30.720 --> 00:39:31.000
You know?
839
00:39:31.341 --> 00:39:33.322
Yeah, weather's perfect in Washington right now.
840
00:39:33.362 --> 00:39:33.762
Perfect.
841
00:39:34.222 --> 00:39:36.924
Okay, I don't really have non-financial advice, but it's more of a thankful.
842
00:39:37.644 --> 00:39:41.446
I'm living in a house where, I think it's the first time ever where I've had forced air, AC.
843
00:39:41.646 --> 00:39:42.287
Oh, nice.
844
00:39:42.687 --> 00:39:46.669
Outside of the office closet that I lived in, I had forced air there.
845
00:39:46.689 --> 00:39:48.330
That was really nice to be an AC.
846
00:39:48.590 --> 00:39:49.451
But now I have a house
847
00:39:50.151 --> 00:39:53.752
We recently moved, obviously, early this year, got a house, and it has AC.
848
00:39:53.952 --> 00:39:55.693
And, dude, it's such a game changer, bro.
849
00:39:56.013 --> 00:39:59.254
Like, we're out here dying at 85, 90 degrees in Washington, so forgive us.
850
00:39:59.655 --> 00:40:02.836
But to have a house that has AC, so nice.
851
00:40:02.856 --> 00:40:05.737
I used to have, like, the window unit and stuff like that.
852
00:40:06.017 --> 00:40:10.359
But, like, to have forced air AC in 20 minutes, it's going to be, like, crispy in here.
853
00:40:10.699 --> 00:40:11.759
Dude, it's such a blessing.
854
00:40:11.839 --> 00:40:14.940
Dude, that's optimization that I can get on board with.
855
00:40:14.980 --> 00:40:19.162
Because we invested in AC, and this earlier this year, we invested in, like, a really nice couch.
856
00:40:19.662 --> 00:40:21.465
Like most expensive piece of furniture I've ever bought.
857
00:40:21.485 --> 00:40:21.825
Really?
858
00:40:21.865 --> 00:40:24.129
Do you mind sharing how much?
859
00:40:24.770 --> 00:40:26.332
Well, we got the storage ottoman.
860
00:40:26.372 --> 00:40:27.433
We got the thing.
861
00:40:27.554 --> 00:40:31.820
So I think in total with delivery, we were like $4,200.
862
00:40:32.000 --> 00:40:32.921
Whoa, let's go.
863
00:40:33.001 --> 00:40:33.943
It was like one couch.
864
00:40:34.103 --> 00:40:35.105
Like a big.
865
00:40:35.125 --> 00:40:35.966
I'll show you pics.
866
00:40:36.546 --> 00:40:59.290
i'll give one to the team to put up lee's couch you'll all be jealous uh but like it's a quality of life like i rest so much better in the evenings because it's like the house is set to a nice cool temp i'm a really comfortable couch you think there's a roi in there all right there's a roi i feel like lee's the type of person to sit down like this couch is nice yeah oh 100 join the couch yeah if you ever need help getting a couch just
867
00:40:59.430 --> 00:40:59.870
calm.
868
00:41:00.091 --> 00:41:00.331
I do.
869
00:41:00.371 --> 00:41:02.133
I would love to see you shopping for a couch.
870
00:41:02.793 --> 00:41:04.715
I would love to see you shopping for a couch.
871
00:41:04.735 --> 00:41:05.456
It's methodical.
872
00:41:05.656 --> 00:41:06.276
I'm sure.
873
00:41:06.356 --> 00:41:08.659
I'm sure you have like a rubric of what's going to happen.
874
00:41:08.959 --> 00:41:10.060
All right.
875
00:41:10.080 --> 00:41:10.720
That's a pod.
876
00:41:10.740 --> 00:41:11.501
Like and subscribe.
877
00:41:11.661 --> 00:41:12.002
All right.
878
00:41:12.382 --> 00:41:13.263
Here's the couch.
879
00:41:14.384 --> 00:41:15.445
Absolutely gorgeous.
880
00:41:16.085 --> 00:41:18.308
The wife picked a phenomenal color.
881
00:41:18.328 --> 00:41:19.008
Great pillows.
882
00:41:19.529 --> 00:41:20.690
Now there's one of our cats.
883
00:41:21.350 --> 00:41:22.131
Shout out Rocky.
884
00:41:22.551 --> 00:41:23.713
Named after your...
885
00:41:24.373 --> 00:41:26.537
Tennessee Volunteers, Rocky Top.
886
00:41:27.078 --> 00:41:35.271
Anyways, yeah, don't mind these though, because, you know, Rocky and the cat's like a scratch, but this thing is so comfortable.
887
00:41:35.311 --> 00:41:37.474
I mean, you can just plop right there.
888
00:41:37.494 --> 00:41:39.638
You got the extra space over here.
889
00:41:39.678 --> 00:41:46.529
The camera angle doesn't do it justice, but let me just say, great couch.