Varun Mayya Podcast (A conversation on Ads, consulting and more)

the biggest game of SAS is word of mouth and second is your initial customers if your product is good and your initial customers would love it would scale to infinite High School you have figured out a way to profitably acquire customers everyone who's watching this may be 50 of you are like you know one day I'll have a million dollars funding and I'll do this and that I understand this why do you actually want to investor because you are going to build off something so huge and you're giving away 10 to someone just for the sake of money it's a very short-term thing if I want to do something like that what would be step one to step five what can I expect in terms of Revenue later when I make some money I'll realize this is scalable this is like hugely scalable to crowds everything get tactical all the way till me making money out of it foreign ladies and gentlemen welcome to another podcast I'm not a podcaster before you guys start asking um but I started doing this because I'm getting older I want to meet people I want to learn their stories I'm trying to get diverse entrepreneurs people who've been there done that and I want to make sure that these people I get on are willing to be candid about what worked for them now let's get tactical let's find out okay we wanted to replicate what they were doing how do we do it and also I apologize for the fact that I have a sore throat I've been sick for three days but himanshu was in town and I was like himanshu come over we should chat so before much further Ado himanshu I'd like to quickly introduce yourself for the audience I know some of you know about himanshu but himanshu please go ahead and introduce yourself sure man um thanks for having being on this podcast um I know you're not a podcaster but thanks for having this chat anyways um so everyone my name is three companies right now I have a consulting company I have a sales agency another software company um the company I started was two and a half years back after dropping out from a six thousand rupees a month job um today the three of the companies do very well um if I talk about the consulting company that does around 2. 5 crores a month if I talk about the sales easy that is around 20 25 lakhs a month with 170 employees all commission bases remote work and if I talk about software company I said three months back um made three softwares till now uh not much revenue but I would say yeah it's going good that's the software life for you so um the software part is very different from all the business I've started now so the first thing that everyone tries to off with their skill is a freelancing business or you know service based business that's a very typical you know a very operation heavy business right and the most focused you are on is Marketing sales path delivery is somewhat sorted because you can hire people in SAS it's opposite it's less marketing and selling because if your SAS cannot be sold on Word of Mouth actually I'm not made a good product so the tech team first of all hiring the tech team is a pain a big pin um they're expensive secondly retention of the tech team is even bigger of a challenge once that is done uh thinking about the product and aligning it with the block Market fit where it actually fits with the market um and then the third fourth thing which is one of the most biggest thing is competition right so it becomes a very heavy job um it's more of intellectual game rather than working because service is more working type there's more intellectual game that you play but yeah it has been fun Journey I'm learning more things that's more fun for me not the Rebellion profits but the learning part the Curiosity part is more fun for me interesting so hey you know I was just thinking about this right and the reason I wanted to have a chat with you is because on Instagram I see a bunch of ads right by let's say people who are saying that hey I need to do this and then I will get this outcome right and I see a lot of those ads and when I was younger right I was like what are these ads this is like wasting my time but as I've gotten older and I've hit 30 now I realize actually India wants that is a need it's like you have to look at it from needs and like a gap and what solves the Gap supply and demand yeah it's there is a gap there is demand and Supply is as usual in any other industry Limited and people like the customers often go for Quality Supply right so I've seen these ads my question is do you see it as a you know a long-term business or do you see it from a pure Ros perspective like how do you how do you if okay the better question to ask is if I want to do something like that what would be step one to step five what can I expect in terms of Revenue lovely so um first of all this guy does not look 30. um I look pretty um second thing is um I'll tell you what my vision was when I started this company the first thing was how much can I do right like Revenue wise profit-wise can I make this possible because I'm a freelancer right and I'm trying to sell off and make my position in the market that's what I'm doing later when I made some money I'll realize this is scalable this is like hugely scalable to crores when I got to that point of course I understood this one thing which was key this is not a business that will do long term because time is Association so whenever consultant let's say I'm Consulting you I'm putting my six hours eight hours research 18 20 hours that's my time

right and if I'm selling my time it's not scalable at some point so what I turned this into is my vacation business what I call it so I have a community I have a mastermind I have people who learn right I love to chit chat with them it's fun when you from night 11 to morning six sit down with 20 entrepreneurs everyone is doing the same thing and you get insights from every niche of every corner of every platform that is what is more exciting for me and that is what I've turned this business into right so I'm not planning to scale this Consulting business to you know 10 crores 20 crores 25 hours that's something that would come up you know I had this question in Consulting that I didn't have the answer to which is when somebody comes to you your employee and asks you um what do you tell them that's not a lie I'll tell you what I really tell to my team and why they are sticking right everyone at the end wants a freedom that they have in their mind which is freedom money freedom of time freedom of living where they want right when my team come to me I don't treat them as so I'm talking about the second level of leadership or the first level of leadership I'm not talking about like proper admin people and a blue collar work so when they come to me I only have this one question which is the thing that you're very good at and you like to create a product out of it right and they tell me for example I have a girl his name is like she's like I'm very good at automation I love this badly integrately zapier kind of work and I want to build something like this but I don't know what it is I'm like cool how good you are it let's test it out in 30 days so we test it out and that's the game of trust so it has been one and a half years she has been with me now recently we are launching her own like Chrome extension which would be helping automate like desktop task faster that is what I crave for because I'm like listen you have the full Equity I love a little bit of percentage of it and now that's your company and you learned of because I just want to create more entrepreneurs of this Consulting business is just a way to create more entrepreneurs so you tell them that hey this is going to be a thing which we do to make money and then eventually you are going to be an entrepreneur here we will de-risk you with some amount of money or whatever and that's the long-term story long term I'm building you up to be an entrepreneur right interesting because I don't hire like employee you say mindset or what but I like to have the entrepreneurs because I'm like if I want freedom I know I want people who can make decisions and solve problems right because that's the two things I do in my business I make decisions and I solve problems that's it I don't do any manual work or something right so I want people in my first level relationship to solve problems and make decisions that are good let's get back to the Mastermind right problem statement I have an Instagram account let's have a budget let's have 20 lakhs budget everything get tactical all the way till me making money out of it okay so you're going to create board if you don't like numbers yeah Mike my audience likes numbers lovely so um it's not platform-wise CPS it is but it's more of um market-wise CPS so I'll give you an example if you are into ayurveda right now you can print so much money that you can't even imagine I'll tell you about my client um he has 560k followers subscribers his name is go on YouTube search it out here 600k approximately subscribers he tried to sell at 10 000 rupees products audience guess how much he made no idea in a period of 30 days he just made 90 000 rupees from a 600k audience and when he came to me he's like my whole life was this and if I'm asking my audiences for ten thousand was he creating ayurveda content I will be the content Marathi specifically and doing from the past like three four years whatever six years so he's built credibility there big credibility right he's a big name and his Clinic is flooded with people but when he's out there to not be him like not a disability himself from the product and sell it it's not selling and when he came to me he's like this is a big pain like what do I do himanshu and I'm like the problem is that you are relying on audience that came to you for free so technically if you're doing a free webinar obviously the audience intent is not that high if you have a paid customer even if you have paid one rupees the intent is a little bit higher right yeah so I'm like you have a non-intent audience secondly you have always promoted yourself as a person who gives consultations and puts one ARCA charge into our charge and now if you're selling something that is disassuted from your hours people would not relate to it right so what we started was we started running his ads we're selling 500 rupees product right that person has skilled to right now 12 000 per day in a matter of 25 days um right and we're using ads and we are very profitable in the front end and are you comfortable sharing numbers yeah so we it's a 500 rupees product the CPA is around two hours what's the type of products just so I can imagine it's in the hide with the product for Marathi audience if you are speaking Marathi and if you have a problem in diabetes okay if you cure that through ayurveda this person will help you got it it's a 500 600 rupees product the CPA around is 220 rupees right now CPS cost per action the amount of uh spend you need to do to acquire a customer yeah right so he's technically making profit of 300 phone rupees on the front end there are no upsells there's no otos there's no bump offers there's no high ticket product nothing like that he's just selling five

one thing and we get two rewards 2. 5 OS on just the front end so you're spending 250 making about 500 yes approximately right so we are doing a two rows on the front end now imagine if we add a Oto or a high ticket offer or something on the back end it will just scale up to 50 000 per six thousand per day right same thing is worth what does back end mean back-end means key okay so if someone comes as a customer you need to have a higher average order value of the customer right because per customer you can scale more because your Breakeven points goes further down the line so if you are going to break even at 10 000 per day now your average order value goes from 500 to 800 now you can go to like 15 20 000 per day right so that is without any back end the person is able to scale to that level now imagine if you put a backend so my back end is like very dangerous like if I tell like very disease like very dangerous right so I have not calculated LTB because it would become too complex I'll give you lifetime value for people lifetime value so cumulative lifetime value of my products if you combine all my products of the Consulting business and you take out a cumulative lifetime value it would come to approximately 22 lakh rupees so if a customer comes to me and says imagine I want to buy everything from you it will come to 22 lakh rupees now imagine this if I take out even one percent of that out from a single customer that is 22 000 rupees that means to acquire a customer if I spend 11 000 rupees also I'm still fine right so you're profitable on the first transaction exactly and then there'll be n number of transactions as basically a free ride exactly you're saying something about ankura that lit up my eyes I want to know so what I'm gonna work is doing is playing to the Massi markets so time management Massi Market YouTube Massey Market um startup Maxi market right so all the products you see markets he does not do any absence of webinars or workshops because what he's doing is playing on the front end itself right so if he has a 600 rupees product he's having a CP of 300 350 400. now he's accumulated like three and a half lakh customers four that's a lot of customers if you really think about it because if he increases average Auto Value down the line one year two years later that's a lot of profits and revenue for him which is building his brand as well because he's showing his face on the ads right so saying he the upsell for him is I mean the second order effect is he's building his brand so brand deals say he will probably speaking these you know so he's profitable and it's almost like an and I think Shashank from my team was saying this right it's an ingenious strategy because you have spent ankur is spending money he's making back that money so it's like almost a free spend but then every time he does that his face is also on the Instagram ad so you know ankur right and ankur's got a great story right the entire nearby thing so in a way ankur is building is brand for free correct right because we've run ads he um he published his book boom bestseller why because he already has a brand and a lot of customers and he's doing that profitably also so he's making money while building his brand not investing money to build his man most VC funded startups think the opposite yeah because one day this is going to be worth something it's almost like your attack goes negative yeah it's almost like there's a billboard but it's like you want to view this billboard scan a QR code and pay up and then billboard is shown and then you're like oh nice face on the billboard I'll remember the guy's face exactly and that's what the game changes so when I told you I'm starting the software company the reason of the software company was I can acquire customers for free the biggest game of sass is word of mouth and second is your initial customers if your product is good and your initial customers would love it would scale to infinite Heights right I think click funnels does this yeah if I'm not around it right so you want to tell me the story so for all those who don't know about this Russell Wilson is a guy YouTube will know um clickfunnels is worth approximately 100 million dollars I may be wrong it's worth 100 million dollars which is a lot of money if someone has made something of value of 700 crores and is making profits to acquire customers and now can sell that company off as well it's a very engineered game that he's playing right now what Russell Wilson did was on the front end he's like hey you need funnels you need websites you need landing pages for that you need a software but forget the software for now let me teach you how to build a landing page funnels work let me teach you how Consulting models um Facebook ads work now people come in the ecosystem right to learn the thing and once they come in the ecosystem I'm like listen you want to use anything else to make this work that is totally fine you want to use convertkit get response unbounds to make a landing base totally fine man do it but I would recommend and since I'm a brand Under credibility I would recommend use this hundred dollars a month now I convert those customers for 100 a month and even if the 10 000 customers are gathered I converted 500 over there it's like 500 000 Revenue a month and in the early days I think they were selling a book right book. com secrets in this whole expert secrets and this will traffic Secrets then they created a challenge one so like we're running ads we're profitable

on the ads because the book is selling and the book is all about click up correct click funnels sorry right so it's incredible it's almost like what do you guys have figured out your industry I'm talking about right the Instagram Ads industry I would say in a nutshell so I'm more on YouTube ads so ads I would say General ad social ads right you have figured out a way to profitably acquire customers you should write a letter to Startup India and just be like guys by the way on this note only I have got investors who are ready to pay money for my consulting company and put money in my agency I'm like why would I take your money right so understand everyone who's watching this maybe 50 of you are like you know one day I'll have a million dollars funding and I'll do this and that understand this why do we actually want to investor because you are going to build up something so huge and you're giving away 10 to someone just for the sake of money which is a very short-term thing and time and knowledge are bigger assets than money right so for the short term of sake you are destroying a long term technically right but that is you know a give or take model that's why everyone uses it but imagine if you can acquire a customer profitably how he becomes to play the game because now you don't want the investor you can literally use credit cards so to give you an example I was doing 10 000 per day now I wanted to scale to like one lakh per day to go there I need cash but my company does not have that much cash flow I did not do anything I went to sdfc I'm like hey give me a credit card how much can I get it's like yeah one and a half lakh limit thank you so much I put that money into ads make the money it's the same day put back to the credit card and keep on rotating that so as long as you're what you're telling me and what I'm hearing is as long as your roas positive which is return on ad spend positive you're spending one rupee in ads you're selling something anything to make two rupees then essentially you can work on a credit card instead of VC funding saying startups need VC funding because they're running ads but they're not selling anything else to offset the ads they're like go to my product you are saying watch my ad here something I'm selling you but I also have another product I have other upsells which that's where I really want to get you but this is offsets my ad costs so in a way I have free acquisition for this it's called as a self liquidating funnel so what it's doing is you put like cash it's liquidating the cash itself and whatever I have now it's technically free like I have audience like if um I'm sharing my numbers I would have been having a email list of right now four to four and a half lakh people now that's a huge amount of people like literally send them to my YouTube I can Instagram now I'm not a person who's too much into followers subscribers that's why I don't do that I can send them to a product webinar I can send them to anywhere I want I can send into one of my podcast if any uploads that right so that creates a big credibility because now you have a chunk of attention the people but attention that you can put to anyone anything else because you control the email list I have a question here okay it's a little bit of a side note this particular industry that I've seen right there are two kinds of people in this industry people who claim they've done it and people have done it right and the big difference or I don't know if it's a difference but you need to tell me because you see it people who claim they've done it are the ones with like posing with Lamborghinis and this and that right and I know some of them in real life like I don't know them but I kind of have a sense of numbers it's bad because when you talk inside baseball means when you talk numbers I hear nothing right I hear top line numbers I don't hear what is the bottom line right I don't hear key Playbook do you feel bad for your industry because some of them do that yes I do first of all um it's because I think education is the backbone of any country right yeah people want it exactly if you want if you ask why any employee investor vendor anyone what's the vision of himanshu they'll tell you only one thing it's five trillion dollar economy of India which I think that is only possible the education true I agree now if a country is there and the backbone is education if this gets corrupted because of capitalization right just to make up some money if this gets corrupted this whole thing gets corrupted right so just to slam your course on someone's face which is on cooking let's say which is nothing of value and would not teach a person or would not help them to get a result that they are planning for How would it benefit in the long term to the whole country right so when these type of coaches and these type of new people come in the industry they're literally ruin the whole thing right because you are not providing enough value or the result of the person that he can achieve with the education and the education is flawed so you need to be more outcome oriented you know exactly and people are not right um if I ask okay so I'll give you um a story right I'm sitting on a call and the person said I want to join your Mastermind by the way my Mastermind is only with people who are making like relaxing crowds in the industry right it's 19 20 people only is this my this is this that is this and ask them a question

what is your course completion rate and he didn't had a clue then ask them second question what is your success rate no idea Nick that's what your problem I'm not taking away by the way but that's what your problem is you're not obsessed on the customer you're just obsessed on the money that you can make from this thing because it's hot because the cpms on Facebook are low you're just printing off money right now but the moment the cpms are gone what about now the third question I ask is how many difference are you getting and 95 of people go blank you think word of mouth and referrals is much more powerful than ads yes it is because I think the highest form of marketing and selling's product right so the young kids have a you know competition like which is better sales or marketing I say both are useless it's product at the end because without product both cannot exist right and that's why you want to make the tech move eventually yes because otherwise you're burning time one advantage I've seen with tech is you can be in multiple places once with tech like a lot of people ask me how are you able to do content and scenes I'm just like actually scenes are very automated it's like I'm not putting my time there right it's a product people buy the product people pay for the product so on a daily basis it's not like I'm continuously adding more we add more stuff to the product but there is a limit to that you can't just you know crack jam it with product right um so it frees up your time right so I want to ask you and actually before that question a different question you I mean the first time I heard about you is there is a competitor of scenes okay that you guys work with I'm not going to take names in the name I don't want to take names but it's a competitor right so you are also helping content creators through that company because since works with a lot of content creators on their community these people also work on something along those lines I mean we don't really consider them a competitor let's be honest because most of us yeah we are more us right at this point but the question I want to ask you is I've heard you say that I've helped these content creators improve their retention rates right just tell me about that so for the audience the XYZ company now the XYZ company is a content creator aggregator company right so they have a lot of creators those creators sell their things on a platform and the platform makes money they can raise more money and put more money into platform simple game right now the problem with that kind of model is Creator is not a loyal person until unless he is getting a very good result or written on being on the platform or being with a particular company right so if I'm talking about scenes if the Creator is either saving money making money or getting Fame in these three categories then you would stick to scenes or you'd like why should I stick to scenes I can go to anywhere so retention becomes the biggest problem over there I agree because the content here is not loyal and if the content rate is not loyal you'll not get the next raise of funding I agree because the number of conjugators go down and if one content creator goes away who's let's bring you a crore a month it's a career or a month that you have lost in Revenue that you need to find a new Creator on train him get all things sorted make to a career and then retain for crores right so you've lost a lot of money in that process now the only way to solve this is to retain more creators now what I do that for XYZ company is I help the creators to retain longer right so I give us as a consultant I put my time three four hours call I do like one or three four calls with the Creator and I basically understand what's their Vision First what scenes Vision I need to know that it's for example I'm working with scenes so I know scenes Vision I know this creators Vision if that is not aligned first it's a big biggest problem right if this Creator is just for money and scenes is for impact no reason to be together right so I just align them first yeah we are very clear that we help creators make money and we want to make money in the place it's damn simple impact on all later second order effects right so once the Creator is aligned the second process is what's your sales process and how do we look at the numbers so the Creator says I have audience technique on Instagram but it's a free audience they don't convert much now when I know that I'm like what's your sales process he's like oh I do this I just post some stories nobody buys I'm like that's the worst sales process to go through customer then I work on the sales process and my work is to give feedback to the Creator continuously to get his funnel sorted in the shortest time possible because it's opportunity cost game if it takes two months to get to this Revenue I lost two months capacity because that can be executed fast building a landing page in a webinar is not a big deal right can be done in six hours yeah but if I'm not giving feedback fast it's a longer duration the opportunity cost is higher to get the opportunity cost shorter I need to help the Creator get it done in like seven days eight days and once it's off the Creator is now making Forex of what he was making anywhere else now since it's like bhagwan the money that I'm making with less effort because since he's handling everything can you name one of the creators that you've helped in this session with the XYZ company I held I have with creating creation of products um I help Siddharth warrior with this webinar so his webinar went from four person conversion rate to 17 conversion

rate um and this is people buying the webinar or webinar to an upsell just from the webinar so the web so audience coming on the webinar is going to be four percent which is very bad for a 5000 rupees product I got it to 16 17 I think in two goals or something so one or two calls it go to 16 17 the Creator is detaining right why because he's making more money off the platform right than anybody anywhere else plus he's getting consultations and Excel features and benefits um interesting you shouldn't I mean you should consider working with us like XYZ company can hire another person yes it can plus I have not signed any NDA or any exclusivity yes okay you know we should somebody there is like we should talk um so okay I wanna you know go back to a different track you said you want to do software like you actually have a successful let's say agency model you have a successful course model uh Consulting and course model why do software I understand the need to be in different places software is a significant time and energy and cash investment why wouldn't I can give a normal answer which is but that answer is something that is not off at this level if you would have asked me this question two years back I would say because I want to make money right the answer has changed now because I already have so much in the bank account that I don't need to work and like one two generations order of mind right that's what the case is I bought like Bungalow to my family cars I'm coming it doesn't motivate you anymore coming from a private sector from like five days back right I've done all of that that's boring right as well as how much money you can spend it's just about that now right I don't play that game anymore because I understood the game I'm playing right now is curiosity for example when you were working I asked you what is this right and you told me this is right yeah so I'm like what is this it's more curiosity driven now because I'm like why this why not this and the SAS model gives me that Curiosity Peak because I can think without boundaries in Consulting an agency I can think in boundaries I cannot go like yo I'll make this a 2000 crore company not possible technically maths is not possible right agency model again not possible I need to highlight 1700 implies from 170. so it becomes a problem for me at that angle so that's why the SAS comes because now I have a curiosity car Limitless now I can be like hey can we quote this is this possible in this hey this cheaply thing came can we integrate something like this now that curiosity is what wakes me up now and you lose your distribution to kind of exactly because I already have the customer you already know how to freely acquire customers you're like now I just need a product where retention is high so that they pay me every month rather than a one-time large yeah this sort of follows with our model as well um get the customer you get some loyalty and then eventually you keep trying like with tech the difference between Consulting is with Consulting you'll make money up front with tech you can't tell it'll take six months before you know whether this is useful or not you tell me you want to build something in the WhatsApp API space right tell me more about that so I'm building three softwares right now the three are built one is book by meets it's a computer of calendly right um I simply say community of currently that's the best way to explain it because I've not like got words to explain the software till now um people are using it people are loving it has more features more advanced things because I run the CLC of 170 people and the problem I saw was currently was I cannot do multi calendars and all these things I'm like let me make my own because I mailed two three people who are building in Canada space and they're like no this is not useful and all I'm like I don't know sales this is useful to me let me build it for mine now people are using it right let's book my Meats second what I'm building is an LMS that is team Centric not customer Centric so if you have teachable and all that is like customer Centric key if your course completion rate and uh quizzes and all of that but what about like team so if I had 170 closers I need to train them properly on closing so they close deals and the more they close them so it's like an internal LMS correct so if you want to get an internal minus I'm building that right it's called as my University and the third thing I'm building is web Pro it's a WhatsApp software what we are playing on right now is Chrome drivers and net Frameworks which helps you use web WhatsApp on scale now we have also built on that is the API thing so what API allows you for those of you don't know API allows you to play directly with meta right so now you have like let's say a license right they say you're selling let's say alcohol without license that's that model and then you're selling alcohol with license now that is scalable because now you have a license right yeah so you get a license from meta and you use that license to go for infinite amounts of reach so anyone who wants to reach their customers can essentially use this because you can't go directly to Whatsapp business API they will not give it to you need to go through a provider exactly can you guess who the largest spender one of the largest Spenders on we have a tool called Gardener box we should work together yeah that's

somebody like take notes but effectively we can see how valuable it is right so I guess you are not building let's say the next Tesla or whatever right you're Building Products that are simpler in nature which work and you're using your outsize distribution and understanding about acquire for free to beat those companies because in India if you look at it we actually look at it how many companies actually build complicated Tech I mean we have a menu scanning app we've got a I mean we've got a copy of Facebook uh in the form of sharechat six copies of tick tock six cops seven six seven I I'm sure there are more which you just don't know their names so yeah I don't think we're building anything Innovative but like I said that's what India wants like they'll always be one guy who comes out of Twitter and says bro but you know why don't we do this amazing like why don't these those things come out of it actually India doesn't want that like deal with it right you've got to give the market what they want like I think big Market first is understand that 60 of India is not actually India that has like spendable money right is not that educated right so if you like Twitter is not used by 50 bottom India I can guarantee that right tick tock and Instagram maybe right so it's like if the half of the population is just gone your Market is gone how would you like there's no sense of adding features to it because you don't have the market if you're going internationally please add things because they are more complex in nature right they want those complex things right so if I'm going for an international audience with this particular product I would not go with the same thing same approach that I'm having right now and change the approach because the market goes haywired the psychology is different interesting what's your background like I know I've never asked you this usually in the podcast you suppose I'll talk about background first but we were having such a good conversation I was like let's not interrupt this but where do you come from is it like lots of Parental wealth is it like poor parents what's your story so Lord middle class family not a lot of money uh father was having a business like a Shop 25 000 a month profit a mother was a CA but dropped her practice because of the marriage became a housewife we are two brothers one is a smaller brother of mine so not a very good conditions just to give you a context I've seen AC in my house for the first time at the age of 21. I'm 23 right now right so that bad of condition right I didn't had my CPU I didn't had all of that so I was working in a company I got work from home because of Corona so I said then please send a PCOS I don't have so said they sent a laptop on that laptop I built off my company right when I started off because I don't have resources technically guys for everyone listening guys and girls a laptop is all you need honestly exactly exactly by the way I didn't had Wi-Fi expenses also so what I used to do is I used to pay 200 Rupees to my neighbor his name is I used to pay him 200 rupees and be like give me a password and I'll use it for some time you know because he's paying like 800 months I don't know whatever right so I'm like paying 200 cash key because I don't so laptop internet connection that's it you're done that is where it all started um talking about what I was as a person my childhood um enough background bullied um a skinny guy not in sports not in padai nothing like so bullied um ninth class 10th class I'm reading zero to one raise that board that kids are reading Rd Sharma and CRTs all these books that's where I think I got to got a confidence because I'm like I'm different from these people the conference was not I know this much it was like I'm different from these people like I don't like their conversations I like three people in a group conversations rather than these 300. so that gave me like a new self-esteem because I'm bullied so self-esteem or zero conference was Zero that gave me a new contents in self-esteem because I'm Different I talk different and people are saying that you know you talk different year that give me a new content self-esteem so ninth class startup business renting out PlayStation so you know we used to go on those uh places so I'm like how can I do this so I started a photography business so uh by the way my father took a loan of 10 to 12 lakh rupees for my education so I've studied in a very premium school it's called Public School ndps very wealthy School everyone in that school is like very well like from Dubai I have like my three classmates are from Dubai like that rich so the game was eight hours I'm spending with very wealthy people friendly with very poor family and that conflict and contrast of Personality made me the person I am because I can relate with a waiter when I'm talking to him and I can relate with the 300 crore Empire CEO right so that is what I think my personality creates out because of that cooler thing so photography business he had a camera I'm like I'll sell the thing so Facebook was hot that time if you have a cool DP good pictures you know you get a lot of friends and all so I used to click photos you used to make like 25 30 35 000 even um a month then we started doing college and school projects um did that for like nine months ten months then I started a cloth hunting business so now the next problem of my

target market which is school students was I want to wear every month new clothes sorted went to Amazon bought like barasoka t-shirt um 1500 jacket and all these expensive clothes and you should rent that out so Varun 120 per t-shirt so he's like oh I would pay 1200 10 t-shirts I'm like yes I get 1200 so my one t-shirt cost is out now it's asset for me then Varun has done that 10 t-shirts someone else and new t-shirts to one so I used to rotate clothes um then what happened was I thought of let's scale this now and become a billionaire so the moment I went to scale it uh three people from outside of my city started renting out clothes they did for two months and third month uh they never came back so all my clothes are gone so business shut down then I took all that money and put it into PlayStation business so I bought PlayStation at that time Amazon Emi was not available in India so what I used to do is buy 18 000 PlayStation give it to the person who's owning the shop and like pay me 18 in the month use it it's like cool I'm getting 18 a month passive income collected more money what other PlayStation than PS2 then CDs then I'm renting out Xbox 360 Xbox One everything and I'm getting a passive income of 10 12 000 a month which is again a new moment for me because that taught me leverage right it's not I need to do the thing to get the thing it's I can buy the thing which can provide the thing right so that was a new like I'm in 11th class like Leverage would be a very big word that time but today I would call it leverage I understood the power of Leverage right so that kind of businesses College I started a good business I dropped out after six months this guy he started it was a anti-social Network the purpose of it was to list of Facebook which you are not able to do obviously but the point was you will not get addicted to this social media for hours but days so the point with Instagram is I'm ready for eight hours now if I'm editor for eight hours it becomes uh problem right screen time high but if I'm addicted to Instagram for 12 minutes but 600 days right that's healthy for the user and benefit for the platform for some kind of audience I'm not saying everyone is in the market but some kind of audience the elite audience wants to spend time but less for them it's very useful right so um we got like Angel Investors I would say like seed funding like either others say that kind of thing um we got some employees we scaled it up on the first day of launcher I think we got 2200 customers something like it was good right we went good and that was my first startup type experience like proper startup experience right that I'm hiring people I need to take interviews and make systems that kind of thing uh then Founders Vision didn't align we left the thing dropped off started another company it's called fibhub age 19. um it was storytelling platform so in that childhood you used to play a game storytelling so I tell a story that one there's a dragon and the dragon lived in Indian then Varun will continue according to his imagination the story so the Diagon had two kids and their name Alpha and beta and now continue the story being like so Alpha had a wife and Beta had a kid and the third fourth person so what we did was we took all the best Series Game of Thrones Breaking Bad everything and we're like this is the last season that it ended now continue according to you and you can add only one paragraph per day in 24 hours so every like new people would come put a new paragraph and the story would completely change they would kill the main character they would you know do multiple things so best-selling authors came to that platform multiple things like super good product but we are not able to monetize so that's where I learned this cackwalla model like I want front-end profitability so I can scale the company right drop that idea again went to the corporate world because into the corporate world startup culture I saw like 10 000 problems a day they're telling me to solve this one problem per day for continuously it's like nothing because you have been trained like a Samurai and now you're playing with kids that's what the game was so getting fast promotions then I got to know that one of my friends is saying Amazon's the most premium company of Indore if you get a job there your life is settled did a walk-in 300 interviews 300 people were there for interview three people selected me my friend satyam and one girl Priyanka and satyam copied my paper and that's why I got passed uh interview happened got selected Amazon job good salary for a 19 year old like 50 55 000 approximately good position every six month thing would happen Zeta card you get for food you get your UPS you get your Wi-Fi it was a big deal for me and my parents are like settled kid wow done I didn't felt like boring work don't mind him I got bored they're like I'll change you a different department one month by one month again I got more work because I make this even boring right so if that is boring I get I'm not having new Curiosities I'm not learning new things I'm like I don't want to continue this so I sent them a

mail that I got thyroid they said take a leave of one month but there's a probation period of six months You're Gonna Leave so I'm like what to do so sorry Amazon if you're watching this but I sent in certificate um that I've got cancer uh to the team and they said okay bye-bye and I left the company that time I started data marketing agency and I started Drop Shipping this is a channel person he teaches full playlist how to study Drop Shipping zero same they couldn't watch the playlist did the thing what's and when I'm doing that thing um I'm starting 18 20 000 a month profit and like wow internet pays money like good money like I can sell and keep a commission and make money so very impressed then I got two friends and these two guys came and said this to me which is like he uh can you teach me also yeah I'm like yes teach me cool how much would you charge the next signal was and it was Eureka moment for me technically yes like I can check you yeah it's a gap right that was the Eureka moment and when you're like oh yes it's a gap and like uh yeah I'll charge um how much out of confidence five thousand per person or both out of contents per person okay cool you took out the money from his pocket 1000 rupees and I was like I just made 10 000 profit for six hours that I'm putting three hours a day for a month and making a team and that was like the eurekaist moment and like whoa if I get 20 people like this I'll make a lack a month and lack of month was like the biggest dream in that time my of my life like if I get to like a month I'm like sorry for life that was my dream right the moment that happened I was like this is crazy so I used to go to the house teach them from like Night 10 to 2 around 3 around sleep at their house wake up go to my job the next day right it it's a eight it's eight right 12 hours and then in like six days one hour session uh like four hour sessions because of the Q a and everything I'm free but I made the money so I'm like let's scale this now I'm trying to get more customers who are not able to get right so I'm like now what's the problem people this person paid why not this person acquisition right so actually finally where you got your stuff correct so now the game thinks that was acquisition let's learn direct response and everything so I saw this person's name is you might have seen these ads on YouTube I don't know so he's a video sales coach that time is a business coach and you're not doing one and a half two lakhs a month um I joined this thing uh the reason I joined was I got to know he made six lakh rupees in three hours it was like he's making six lakh in three hours and it's like how and he said so six people three people Joby numbers paid one two lakh Rupees to him after a four hour fire session I'm like why because I want to grow their business I'm like why they want to go to this and why would they be because they're making 10 lakhs they want to make 20 lakhs again oh I'm teaching people how to make 20 000 and charging five thousand that person is now to make 10 lakhs and charging one lakh so the value ratio I got to understand oh if I can increase the goal over here amount over here right so for that reason I was like I'll do the job over here no problem he's like I'll pay six thousand a month I'm like cool you pay me nothing I'm good six thousand months done I started work like 10 months I worked with him 800 cold calls that I have achieved copy writing day in day out landing page building email writing anything they didn't think of to an direct response business I did all of that for 10 months straight 14 hours a day in his office I didn't used to have like money for petrol and all um and then we used to share like teen genetic bike pair all of that thing to reach to the office and all of that right so I walk two kilometers a day two reach to the office all of that thing but I learned a lot and once I learned that a new moment came and I'm like if this person came from one and a half luck to three lakhs and this person takes 10 people to 10 lakhs a month if I get into one another two three now you're seeing 20 people 10 lakhs so it's a ripple effect right if I increase 10 000 people like him it's a game changer and that's why I understand okay I've helped this person now what about others so then I help another business coach then a life coach and they're like oh these people are actually creating impact and then I was like what if the people who are really experts like real experts start monetizing what the expert what the expertise is upon so they have an incentive to teach people because a lot of people know a lot of things but they don't have an incentive to teach right for example your incentive would be money impact whatever right that's why you're doing the thing if you don't get anything to do this chances are you would not do or I would not do this right so if I can incentivize them doing the work it would change the whole game and that's why I like let me launch so that's where I launched ice internet coaching Empire the company and now it's

helping creators Consultants coaches aspiring coaches working professionals service providers to scale the thing because I know it's a ripple effect if my clients make 10 lakhs a month he's helping like 10 000 people like in their thing right I'll give you example and this would blow up your minds right this is a kind of mine his name is amanja right he helps nurses okay now nurses Market that nobody enters into like nurses to go from India to abroad take a job over there which pays very high so the India nurse job is 12 to 14 000 rupees and it's like very um you know bad culture like 14 hours a day any time calling all of that so that's a very bad it's like 40 patients or Oneness I may be wrong but it's something like this he also says and he said you know what he wants you I can take this nurse to us should be getting according to polarity also approximately like 60 to 70 000 a month after polarity like price polarity in U. S you're making this much she can send the money to her Indian house her kid would be raised over there and she would be much more happy because now she handles four patients per one nurse and that happens to exam called oet which is nothing but verbal written and communicative English whatever it is right so three English things you solve you can crack oeti and go over there nurses don't know this he knows that when he came to me he was doing a 40K a month right now he's doing 18 lakhs a month and he helps nurses and every nurse is a happy client because she's over there she calls him she sends birthday gifts to him she they do all of these things all the nurses because they're getting value out of the knowledge he has now imagine if he was not able to incentivize the knowledge Interesting Man this is like a fascinating story for me I'll tell you why less because of the stuff that you've been through the PlayStations and stuff I think more because I think that there's a gap in India I think India is now in the next five years mark my words right it's gonna have a bunch of experts like people who are good at their whatever segment teaching and they're going to find that teaching is actually the lowest paying job if you do it to a class of 10 people okay suddenly becomes the highest paying job if you do it a class of ten thousand it is the it scales really well it's still a Services business the end of it I'm not the most excited by Services business but it has unlimited scale and many people are going to realize this the way to be like you said front-end profitable is something I've never thought of before and as we were talking I was like actually this is something Barca does something that our creators have been doing right I think that is the most fascinating part of this conversation right and uh to see that you figured out a 23 it's pretty cool and I'm excited to see your software Innings because I think that's a tough one and it's something that I've done for 10 years so if you find a way to front load or eliminate CAC from software that in itself is something I hate pay to learn right um because it's hard and it's the only hard part right considering that we have ai and it's easy to build software it's just that that's the hard part thank you so much for being on in your opinion what is something they should leave with like if you had one last thing to tell these people right and assume these people are smart people who have spent three four years figuring things out or maybe you but like one or two years ago working on a phone pay or whatever one piece of advice you would give them courage and challenge your beliefs um I think India Talent here but people don't have the courage to take the step right exactly um and it's not about their reality but it's the imagination that they're playing in the head right I'm like just shut your eyes shut your mouth and jump off that's the first thing I would say courage and especially if you're under 25 please for God's sake like there's no risk here you you're young enough to take a few hits right but the 25 year old was thinking like my life is going to get over right it's not going to believe me take the leap of faith that's the first thing sickness is challenge of beliefs um I think I'm a very self-aware person like if I do something I reflect upon it that I've done it right so I continue this challenge my beliefs and the hardest beliefs to challenge is the one that we believe properly right so there are some beliefs that are ingrained so well that we never question those beliefs right and I the reason I'm sitting over here wherever I am is because of only I think one thing is changing my beliefs continuously because thinning out beliefs or money beliefs about Society beliefs about mentors beliefs about peers disorder multiple things continuously over the frame it was not like okay this is bad so this is good no this is bad this is better this better I'll make it better something in the future right so changing those beliefs continuously over the period of time and changing my perception with those beliefs has rewarded me immensely like Ace limited returns interesting are there any links any anything that you think the audience needs to go see

um so I can sell my course over here but uh yeah feel free too if you want to um I'll not do that um I'm making enough money guys um I'll not put any links in the description you see my ads if you feel like this was valuable go click that if don't thank you so much and where can they see your ads this is YouTube or YouTube Instagram Facebook you'll see it everywhere YouTube is the primary thing I go on and why is that I mean I know we're digressing but why YouTube and not insta um Facebook and Instagram as a platform are not intent based platforms so understand this when you go on Facebook Instagram why are you going over there you're going over there to do some time pass right watch some deals whatever when you're going on YouTube A lot of people are going for fun also because they got a notification of uh some area doing a stream or else they may also go for how to use Fiverr how to eliminate higher intent audience but didn't you feel it's more expensive to do YouTube it is but if it's an intent audience you can sell a higher product so the average order value customizes with the CPA so now you're taking the same profit right it's expensive obviously it is right so if I'm acquiring a nine rupees customer on Facebook it cost me around 60 rupees on YouTube it cost me 100 rupees but the 100 rupees customer converts very well right so if I'm in the same conversion rates for high ticket product I'm receiving the same of roast at the end right plus YouTube as a platform is seriously made for advertisers and the reason for that is if I ask you does Facebook and Instagram pays you monthly or why don't you build your ATV on Facebook Instagram your simple answer would be it's not a long term game first of all secondly you'll not be paid enough so if that is the case so Facebook is morally focused on the views and the engagement of the I think Facebook is just confused Instagram yes they were trying to be Tick Tock I mean they tried igtv the long forms and they try to be Tick Tock I think my opinion is just looks like a they are confused and as Advertiser I would also say they are confused because my ad account gets blogging you don't want to risk it exactly right I want to dial it in my hand on YouTube the content creator is getting paid for the advertisements I run so the Creator is happy to put more creative content more content and um long form and short term both form of content right to educate and intensify the audience so to me as advertising come over there and but sell something over there right brand so that's why YouTube I like because um if you run ads as well you'll see that Facebook is more like this YouTube is more like where were they famous right if you take any coach in India like you see ads of personal branding where you see more most of them YouTube You'll not see on Facebook Instagram because the platform is like this right so why to use Facebook Instagram my ten percent aspect is on YouTube Instagram and when I say Ad spend I'm doing like little ad spend like right now my ad spend would be around four and a half to five and a half lakhs per day so spending that much and getting that much consistently right so when I'm doing that attachment I've got inside so why to do the thing that does not work right interesting so yeah I mean that was himanshu thank you so much for coming and yeah I hope you guys enjoyed this I learned a lot I hope you did too thanks so much guys thank you for coming