Too many people want social content to do everything, instead of being the moose boosh to the thing you want them to do. I think, for example, i would tell you that i'm incredibly misunderstood as a businessman, because my social media content can't do the depths of what i do. There is no videos where i'm talking like this, where i can. I like who i am as an actual business person, does not really show up with my social.

I just let my social do the appetizer part and then, with the hopes that people will go down. The path and a lot of times where you have depth and you have a real business. You get caught up because you're trying to make a little bit more happen in the content, which doesn't mean being authentic and just do whatever will work on social, but think strategically of like what will this tick tock do when they decide to click the default url In our profile, instead of maybe trying to make two or three things happen in a piece awesome, so maybe we can go around and maybe just do some intros and tell me what business you're in and then we'll go into kind of the direct q. A time to be selfish and just ask away at your questions so yeah, sorry, i'm here, yeah, alice kim.

I have a sustainable women's wear company for ladies with a larger chest, so double d who are not plus size, so size 0 to 14 underserved demographic. So we're eliminating the shame by um we're changing the game by eliminating the change. That's what we say. Where are you based new york awesome chris mcclure out of chicago um? I have a family-owned print business and so kind of looking to how do we evolve as uh as businesses have kind of evolved, evolved? Yes, and how do we integrate those things very cool? How long has the company been around uh well, 80 years um? It's amazing! This piece of it 30, some that's part of the challenge - is we're known for a certain segment of our business.

We have to go fast because it's a changing curtain, yeah understood thanks for being here. Thank you. Brody hansen. I make a clean label.

Energy drink called work, water, it's uh, i made it for myself. I was a working professional. You know, 15 years as an engineer, management consultant and two monsters a day. It turns out it's not a healthy thing, so i created this to solve a couple problems.

One is the ingredients themselves, so no more, multiple, stimulants, no more artificial ingredients, there's only five ingredients on the label, um, all natural - and the second is the aesthetic i was tired of you know, putting a rainbow shooting fireworks at work and so we're now. At the point of so we're now at the point where uh got the production of the beverage solid, it took me over two years to get to that point, wrong, yeah of course, of course. So now i get to do the fun part, which is come here and figure out how to make the world aware of it and get it sold and you're a champion right. Yes, eastern canada, cool brody was actually here two years ago.

He flew in for the 40s right before the shutdown he had dinner with nick and so we're really stoked that he was able to come out for this. I ran into so many problems after that that all this stuff would have had to wait anyway. So very cool pleasure, real pleasure, bernie hi, i'm alex finnelli, my business partner, tim moran and i uh own and operate fat scooters, which is an electric two-wheel electric vehicle company that started originally in 2017.. We were the largest investor in the company.

What was that we were the senior creditors to the company took over the company about a year ago, understood turned it around and now uh. Now that the company has been readjusted to be a profitable platform. Now we're actually looking to scale that sure good for you guys awesome. We brought jeremy in with them.

Jeremy's uh, a good friend of the family, he's been bringing a lot of companies into the 4ds. So he happened to be aware, and we decided it's awesome good to see you again good. You already heard my story, sir. I'm billy richardson.

I was in l.a last time, so i was so impressed and so i got um for my sister for christmas. That's amazing! So cool social media and stuff, like that, and i thought i thought she would learn a ton of stuff. So it's great to see you gambling hi, i'm melissa, um and i have a social first platform called particulars uh, where i basically talk about all things: fashion. Accessories related and then, as part of that i have an interview series, so i've interviewed over 100 female founders and tell their stories and we always tie it back to their particulars.

What's particular to you is completely different than what's particular to me. Um i just launched my first product very cool. The nice pack um need in case of emergency, so this was definitely kind of during the pandemic. I wanted i wasn't carrying like my celine bag or sure i was going for my patagonia fanny pack or my like shitty amazon, of course um, but nothing had exposed pockets on the outside.

So there's pockets for all of your particulars. Also so like your phone can fit in your air pods, but or it could be, your i don't know hand sanitizer sure um. I produce everything in la and we started selling them in october and it's doing well so looking to really ramp this up and also try to figure out how to monetize the particulars and figure out what to do. With my interview series, that's different than or or replicate what has naturally come to you, which is continue to just build up the particulars as a leverage point to more product and in the consumer, business understood awesome.

My name is charles weiner, i'm here with my team. Um named my company is the handsome home buyer. I have a vertically integrated real estate development firm, i'm hung out in new york where we fix and put volumes of houses into commercial development, and now i have a company where we're 3d printing houses out of concrete. As well as the interior pieces out of our recycled plastic models, interesting very cool, um pam - i do like marketing and social media.

That's awesome. My name is levy. I'm his videographer editor content creator. It's awesome! It's a pleasure to meet you guys, controversial topic! Um! I'm tapping into category that the fashion industry really hasn't tapped into so there's regular size makes all the sense in the world so you're a size, inclusive, but we're not shape inclusive.

So i'm a size, zero or two, and i can't fit into half the clothes. When i was banker before i went into fashion button downs gave open suit jackets, don't close with yeah so figuring this out. Do you know how big the dressable market is? 20 million women, so 68 20 million in the u.s, so 68 of women are plus size. So size 16 and up yep, so the balance 32 about that 350 is a to c cup versus d cuts it up.

So if you look in the room right now, majority of us fall into the demographic yep. Yes, so um. This is, you know, data for you right here sure, so i have patent pending style, so button down sports bra is coming it's a lifestyle brand. But how do i become the lululemon, the spanx of the world dominating this category when a lot of editors and stuff, they don't even want to touch it? Well, the good.

The good news is, you, don't live in an editor-dominated world right i mean i had a meeting yesterday internally of like i've been thinking about pr for about three years right now, which is: should we create a vaynerx company that does pr pr does not exist? The way everybody in here just thought of it, i i actually think editors are leverageless. I think that they are pretty much being affected by what happens online in social and they're being affected up. So i think, first and foremost eliminating the classic thinking of that that that is even a thing i think, can liberate you in a big way, because it's just not like you genuinely don't need them and, as someone who's been paying attention very heavily to everything going On in the business world, there's no brand that's being built right now that is built by editors or pr. So i think you eliminate that, and i think the next question becomes.

What are you going to do when it works is actually what i'm more focused on? So what do i mean by that? I mean for everybody here and it's going to get repeated 100 times. I can't repeat it enough: the underpriced nature of tick tock right now is just like the seventh time. This has happened and i'm like you know like, and it's really been a fun one, because i actually think by the seventh time i've gotten enough emails this time of like all right. I didn't do the instagram thing.

I didn't do the facebook thing i didn't. Do the search thing i didn't do the email thing like i'm doing this one and it's working, it will work for you on tick tock. It will, if you put out four pieces of organic content a day if you actually get your media and create. If you get your media against creative right on tick tock, it will work in a way that you can't imagine you can't imagine i'm telling that to the majority of you.

It is such scaled underpriced attention and brand awareness and influence on instagram see people. Don't think of things three-dimensionally tick-tock's winning because you're just getting a lot more eyeballs for the price, the price of your time, the price, your content and definitely the pricier media. But it's also impacting the content on instagram, because it's emerging as the cool thing. It's almost like the hottest club in new york, affecting like a good restaurant like subconsciously people.

Don't look at these things this way, but that's what happens and progressive young editors are living in that space, deciding what they're going to write about on their dot coms or in print. You know, and so i think that for your business, if i was your cmo, i would spend 80 percent of my time energy and money on tick, tock, 80. and i think i'm my biggest detriment because i'm in my 40s, so i'm not used to a camera. Following me around you, don't you don't need to go that extreme right.

I remember when tick tock first hit, i was like you, don't have to dance just because that's what, for you know my i don't dance. I have 13 million followers. I haven't danced. I can't dance it's not a good thing, he can dance but um.

No, honestly, i don't you know couple things one. Nobody here has to be the face. Everyone can be the face. I think you should definitely do it.

I think it would work because you've got to understand. One thing: that's interesting about tick. Tock is the reason tick tock, so important, even for the b2b companies in here is there's so many more 40, 50 and 60 year olds on the platform than people realize, which means people are underserving. Those ads right so you're gon na have a wide gap for a lot of people.

You will work for other people. It should be the product for other people. It should be the influencers that you give product to that. You then use your content but um, but that is absolutely where you should be putting your time and energy i'll.

Tell you why it's important there's only it's just supply and demand, there's just moments when you go all in it's uh. If anybody plays poker, i don't, but i definitely know this part when you really know how to play poker and you're. Looking at the board, you know when you have the single best hand. You know it because you know how to play poker and you know of what you can see you have the nuts or whatever it's called you go all in that's what i do in marketing.

When i know a pro, a platform is at enough scale that it's hitting enough people and the content organically is getting seen by a lot of people, and the media is wildly underpriced and there hasn't been something this good, like tick tock this year. Since facebook fan pages 2012., that's a long time yeah and if you think about the companies that were built during that the companies that were built during instagram, 2015-16, 14, 13, 14, 15, 16. um jim shark fashion. Nova, like you, can't do jim shark and fashion nova.

Today, on instagram, it's too expensive right, you can't do it. Tik tok is the punch line and you will crush on that platform and i think what i'm thinking through is it's controversial, because you know no matter how much a woman that has that situation is affected, that it's an inconvenience popular culture doesn't look at it as An inconvenience - and so what i think you need to be thinking about is when it works the level of backlash that a lululemon or gym shark wouldn't get. You may get some in a world where the world is so sensitive about everything about everything, about everything and so like again, if i was the cmo i'd be like this is going to work because we're going to just go all in on tick tock. I need to be, i would be thinking i need to make sure she's ready for the level of comment backlash and how are we going to deal with that and what is our emotional and strategic business positioning on it? Because because visually it's going to work, it just is, and so i think that's what you should be thinking about um, i definitely think tick.

Tock's big. I think the other thing you can do that can mitigate what i'm referring to is to start a podcast right where you take the subject matter of being different, left right being different in a good way. I mean, being i mean, i'm, i look at trends. I think beauty privilege is about to get attacked very aggressively like like it's just so obvious.

What's shaping up like, like that's gon na, be interesting like right, like like we're, demonizing everything, um, and so i think, a podcast of just being different one week. You might have somebody who has a disability terminal, illness uh, a muscle-bound super dude, who is incredibly smart and people think he's a doof like. I think you could build a platform for that which might work very well as a compliment to dominating tick. Tock.

You see where i'm going, yeah and organically so with a limited budget yeah. So if you have a limited budget, this is why i'm pushing all of you in the world, and i have been as you many of you follow me. This is not a new song for me, it's just it's it's at it's at it's like last great year or two where it's it's good, because, unlike three four years ago, it's older, so you know four years ago. It was so young that if you're selling something to 40 year olds, it was okay.

Now it's in that perfect year, so you've got another year. You've got another 12 to 24 months minimally and i'll. Tell you why tick tock is built on the interest graph, not on the social craft. So what you get is what you're into not who you follow in theory.

That's why i invested in tumblr years ago, and it worked out for me. I mean they didn't build. It all the way through it got bought by yahoo, but i - but i don't say this because it was historically not correct um. But there was a part of me that was more enthusiastic about tumblr than facebook and twitter.

When i invest in those three companies - and it was because i believed that this - the interest graph was more interesting than the social graph, because i have tons of best friends, but we don't share all the same interests. I don't want to talk to my friend about fishing that he's passionate about, and so i always thought that that was going to be the big one. So when tick-tock started hitting i'm like, oh here, it is here's the thing i've been thinking about, which also makes me believe that organic may forever play on tick-tock right in theory that shouldn't run out of fatigue um, i think they'll be government involved, i'm starting to Try to figure out what's going to happen with tick-tock in america and china and all that, but i organic will be great, but i need to do four a day. Yeah, like that's a whole different game, but that is like this is where i get sad.

It's almost like working out like doing the right things right when you know it's so everybody here who wants to get into better shape and physical conditioning i've got great news, eat cleaner and healthier and work out. That's it i'll see you next time same with this people like i, have a limited budget and i'm like four tick, tocks organically a day they're like i'm like we can't have both you. Don't have you know the budget. What you have is your sweat equity um.

I think it will really genuinely work, but then being great at tick. Tock is what you need to think about, like actually understanding how it works like skits and content and overlays, but not being scared to lose. If you look at my tic toc right now, my last 15 posts, they can vary from 3 million views to 30 000 views and that's not bad. That just is what it is, so don't get down on it, but i mean look.

The reality. Is it's gon na work? It just is it's. I know you don't want guys gawking at the content, like that's not like it's just gon na work, because the people that are gon na need to see it will see it well. My retention rate is ridiculous.

So it's of course, because and single digit return rates which in dtc that's unheard of you're gon na you're gon na win, because you're addressing a white space, you're gon na have a problem once you get real traction because everyone's gon na follow that um. But for now let's get to that problem, so we've, as i said, we've been in business 80, some years kind of two segments of our business, a print for rewards and recognition, is kind of where it started mostly in the medical field and we've expanded out in The last 30 years into the uh more of a b2b print space. My background has been with the fortune 100, so i was with 3m doing digital marketing, then app v, which owns humera, which um. So we ran that that center of excellence, um so very familiar with the the digital space but um kind of trying to james was saying yesterday you know being the king of the pivot, as he called you.

You know, as we think of that. Think of our our business, the direct marketing, the print space um and the evolution that that's taking. How would you how do you see that evolution and where do we go? This is a challenging one because there's more homework required for me to truly answer you in the best way that i can. But i will say this: fighting the the actual market is the scariest thing of my life, which is why i'm always pivoting, because i have no interest in fighting the market.

I assume for the rest of all of our lives. There'll be plenty of things printed. You know like even with nfts and the metaverse everyone's like. Ah i'm like it's gon na take 50 years before we're living in the metaverse.

The way people are thinking it's going to happen tomorrow, it'll it will be living there, but it's gon na be and we live digitally. Now most of us are on our phones, four six nine hours a day so um. I. I think the thing that you need to figure out is in declining market share.

So is the overall market declining double digits each year like really intensely yeah, it depends on what segment you're looking at, but yes yeah. My intuition is. This becomes a very simple game of like real life, meaning real life. What would you like to happen? You know there's the ideology part which is.

This has been a business in the family for a long time, and so you might be emotionally invested in that story and want it to continue, and so thus you need to heavily innovate into the way i think about what nintendo did nintendo started as a playing Card company, they are not that today. So i think if you want to see this business last past you because of it's the way it's gone. You're gon na have to be in a different business because i don't think it'll be sustainable. Uh, if you don't mind, because you think i don't know what your children's situation or you know, then then you've got to dominate market share until you're ready to be done.

That's the actual answer to this business question. Do you start a completely different business that could be tangentially attached to it? Your printing infrastructure might be the reason you started direct to consumer book business. It might be, but you could literally go into a completely different business. You could as a division whether it's making board games making digital games.

You could go anywhere um, but but you're not going to change the market right, the market's going to keep doing what it's doing, yeah and i think, and especially with nfts, coming like. What's going to end up happening is because they're going to be utilities, people are going to go away from emailing qr codes to nfts, let alone print. So it's going to put more pressure on the overall philosophy and, as you know, every day, there's a decision maker, dying or retiring that has held on to print and the person taking that job is not doing print yeah and that puts pressure. And i guess i have no no tied to the actual machine putting ink on paper right correct.

I find you know we try to help local businesses find attract, engage and retain right. I mean the whole life cycle that we're talking about which is evolving into it, but you have so you have some so many cogs into your infrastructure. You could to your point if you want to build a digital division, we've seen that happen for the last 25 years, plenty of people in the print, direct mail, business and all the versions of it have done that. I'm challenging you to that's the easy thing to think about, because we've watched companies like yours do that for the last 25 years i think service providing, even though i do it at scale, is a business.

It's not fun, yes, sir, so you know what one opportunity is to take your infrastructure and create a consumer business instead of a service business. I always like to think that way of like well. We've got these assets we can make. Should we make something to sell? Obviously, a totally different gear of being in b to c than b to b um, but it's a good time to debate it.

What's funny, is it's not our consumer business but like the etsy world has been coming like we've been growing as the creatives are creative, but they have no outlet to actually produce, so it almost becomes more of a wholesale model, but it is they're looking and that Big supply chain sucks to do if anybody's you know, outsourced to anybody, oftentimes sucks 100. You know they they're they're, not good at responding and so we're like hey. Can we take our family? You know feel where it's a high touch. You know personal and say you're going to get that personal aspect of that business right.

The answer is yes, and then it becomes a game of marketing on linkedin and and google search and pre-roll youtube to win that market share. So the other piece of our business people are going to always make things on paper till the end. I just think it's the way you position it and where you decide to market against which behaviors to your point, etsy didn't exist 20 years ago, thanks and so the other piece of our business is an awards and recognition space. We have been in the medical space, so if you go to your doctor and they're board, certified i've printed that certificate.

Oh interesting business for 80 years, yep started with nursing pins when you had to have a pin on your hat right. When you went it's cool, that's evolved out, but they still print these really high-end certificates. We do all that printing all that framing for them. That brings us to the nft, okay, so they're laggards.

So literally i'm like hey. Can you make us a pdf, so they can go to the hospital and you know show them certificate, because we have doctors like ripping out their certificates out of frames in order to show it to a hospital to say that it's nuts and it's like it still Goes but they're not willing to even invest because a lot of them don't those boards are not big money. They're, a big! You know, there's only a few people in some of them, but they own that space. If you're a surgeon, you have to be board certified right, like that, you don't work in a hospital without being board certified, so we're trying to help.

But you need to have the manifestation in physical form like a lot of times yeah or they call and they'll get a letter from the board. I mean there's just a lot of things that we are trying to yeah, just the proof that they have been, and you know, they'll get a physical letter from the board saying that they're more certified and some are more involved than yeah. That is a that is a out of central casting of a business, that's going to be disrupted by the blockchain, yeah and yeah. So how do you compete? How do you're thinking the right way? You cr to your point, you create it so something out.

It's always the same thing put yourself out of business before someone else does. I think the way you need to think about it is get incredibly educated and become the creative and infrastructure that builds the board certified nfts. You do them in nft form always starting tomorrow, but you print it and give it to them still and then in a cycle of 15 years you'll have that leverage. It's almost like the evolution of the pin that your grandfather, you know, started you you do it now, so you are that, and the market comes to you because there's not a very heavy cost for you to do it.

Yeah so launched the brand about um. I guess five months ago and what's the distribution distribution is right. Now i can service the eastern half of canada direct to consumer okay and as of next week or the week after anywhere in the us leveraging uh amazon's multi-channel. Most sales are through shopify website at byworkwater.com, right from the eastern canada, part yeah, yep and that'll be the same thing for us, so understood my shopify site amazon fulfilled, i see and um, so the only place somebody can buy it is on your.com in, like 30 Local stores that i'm servicing yep i'm having the conversations starting to have the conversations with retailers contributors, but the lead time on all that is so long.

I want to immediately focus on direct consumer that will help me build leverage with those confidence, 100 and drive sales. So i can make this available on your own data, yeah um. So right now, i'm at the point next week launching two new flavors. So this one is the original.

It's like a cream soda with notes of coconut 10 calories, sweet vestivia, the other two are lemon and blue raspberry. So pretty excited about that and two weeks ago, hired a full-time paid intern to start hosting tick-tocks full-time, so he's doing about four videos a day. Very good two weeks have been good good, um active mostly on instagram and facebook, which has just been kind of organic local community. That is followed up behind the brand yep.

All sales today put down about 25 000, the last few months, all our new media just reaching out to the local paper. The nightly news picked it up, so that's been kind of the journey today and so now, where i'm at is so it's been a calm for five months right, uh, yeah, yeah, that's right and how much like what kind of sales are you at? So twenty five thousand dollars in sales period in that five months and how much is it it sells for uh thirty dollars for twelve pack, thirty dollars for twelve pack, that's canadian canadian yeah us will be similar in u.s dollars got it. I know i got it. Yep uh but target is to price it similar to you know a monster energy like a premium other unhealthy energy drink.

I want to just not be too cost differentiated from those to make it accessible. So right now, um, i'm at the point where i've got production. Good distribution is now in place, and i need to build awareness, make people consider it or from the website doing the tick tock thing: how much money are you going to have for marketing this year as what i'd like to figure out quickly is um? How i can drive sales like i people that, like the product love it and reorder, like my customer lifetime value, i think is going to be quite high. It's still too new to get some data on that, but i would love like.

I've ran some facebook instagram ads and for every hundred dollars. I run i get about 250 in sales, just with like straight up call to action, buy this because, like so one thing that will get way more expensive at scale, that's the problem, but i feel like i can reach a threshold of. You know that working to get enough sales that so my scenario is i've had to extract myself out of working for another company for 15 years. The last three years have been starting up.

My own company switched to have you have have you? Have you raised capital? No, but i've saved that money so the last few years i've been doing consulting as a contractor and so i've got. Would you be open to raising capital? I would sue. I think you you want. You want more well, you know you know it's.

It's a fair question. I mean i think it's you know to your point and to your point i mean it. You probably want to build up more leverage to get a better valuation. That makes sense.

I also believe that we are in the greatest era of money. Being printed in perpetuity with no logic, thus investing is wild out there and you've got people that are literally writing 25 and 100 000 checks that have no business doing that, and maybe you can prey on that. You know to your advantage um it's something worth thinking about, because i, what i'm most concerned about is beverage direct to consumer is hard like in the direct to consumer hardcore, spot shopify mafia, all the kids that left there in the last decade, who are like the Experts that run around the world literally the first meeting you have with any of them gareth robbie, all these guys and gals. I know the if you talk anything about dtc.

The first question i'll ask is you're not doing beverage. Are you that's how fearful it is because of how competitive the margins and how heavy it is to ship, and i always have a lot of empathy, because i built a large direct consumer wine business and every day, i'm like man. I wish my dad had a food store instead of a wine store, because i would have built a much bigger company um. So i think the reason - and you know a lot of you - have probably had a good sense of my content for a long time like i knew i rarely go to capital first, it's like doesn't really come out of my mouth.

I don't even think like ever um, but i think you're gon na find yourself there. I really genuinely do on the flip side. Luckily we have this one thing going on right now: it's called tick tock. It is absolutely the wild card for you.

You know. Obviously, it's going to be the variable of how good that intern is or you are, but i think, sending product to micro, micro, micro influencers if we're gon na do the scrappy thing, which is what you're doing i'm i'm here for it. I think what you need to do is find people that have ten to a hundred thousand followers on tick tock and send them three cans, two cans, one can at a time i mean this is literally what i did back in the day. So i did this for years.

I know this game, it works, but it is a grind. You know shipping one can at a high cost per ship of the can times 47 different people a day times getting to 47 people to give you their address times. Only four of those 47 actually post when it's all said and done, but it's there for you, it's there for you. So i'm absolutely up for that and the reason i made the opaque answer investment was.

I made a conscious decision that i've got some money saved up. I can start this. I can build it to a good enough point that you'll have leverage yep conversation, so i think we're getting closer to that yeah. I think facebook ads are still an incredibly efficient thing, obviously, with ios 14.5 update, where you can't re target, there's a little bit of a excuse.

Me excuse me uh. Thank you. Everyone uh there's a little bit of like a bigger challenge, but i think, given the category that you have much like the first business we talked about, i think you're primed for a tic, tac, tick tock excuse me and tick tocks uh um invasion. What i would recommend for both of you and a couple more coming up is actually spend 15 to 30 actual hours really studying it.

You know like what's amazing about is you could really do anything and you can learn through doing anything but really understanding it? I think is uh, you know hashtags trends just really being in it. It is definitely your calling card when, when and soon for you, when something hits virality turning that into a performance ad is a huge opportunity. So now you have organic virality. Then you rejigger that slightly with the copy, maybe even with the content, but probably not too much, because you don't want to take away the magic and turn that into a paid ad for conversion very, very big opportunity.

Do you think you can ask many questions and one of the things those who say on your debt side? You could do it also with debt on the performance of your, so you can, instead of maintaining your very good dollars right. So what you would do is somebody said: okay, you go out and perform x y z and we're going to take a percentage off those sales. You still keep your equity yeah and you have a great canadian company right, clear bank. I think yeah right.

So there's a lot of options, but i think i think again the category you're in is very conducive to tick, tock um, and so i re, i really don't want you to rely just on the intern. I want you to put in the 15 to 30 hours. It's your business awesome i'll, sneak this yeah! Thank you um! So if i end up getting time cool yeah, let's go to fat scooters yeah guys. So, let's start with the macro economic backdrop, i'm like chris yep we're at the early stages of a massive.

You know right the reverse opportunity. Yeah vehicles eat it chris, you know i got ta take this start. Tens and hundreds of trillions are the estimates of what the future value of this marketplace is. So great macroeconomic trail wins the mic which, which comes with a lot of its own headaches too.

Well, it really does yeah, it does, and the microeconomics are now really good because we fixed it done and and the branding for our niche in the industry has been really strong. We have a premium product, it's recognized as a premium product. We drive 60 percent plus gross margins. Now, thanks to 10 exceptional work on bill, materialism, positioning um, you know, and so - and we have a great customer base, because we have a celebrity and high profile, a laundry list, hundreds and hundreds.

How much is it about? Four thousand dollars, all in after you accessorize everybody, everything's better than music, um, and so and we've got these. You know celebs and professional athletes who have paid real money, full price for our products. Okay, what is that? Keep going good and so um? So the previous management team - you know they did some nice, you know going from zero to three - is different than going from three to thirty. Of course.

Three hundred so you know they were very much. I thought they were very narrow and appropriate parochial in their vision. We're sort of changing the conversation from being a electric micro mobility company. One second: is it all direct to consumer? It has been historically, we have maybe something that's more unique than what other people have, which is.

We have to have service in warranty, service and out of warranty customer service. That's a good business, doing that out of phoenix doesn't make sense and we have both yeah. So we have you know you have. You know the interesting thing about the product.

My quality is because i work on it every day. No worries go ahead, so you look at apple yep right. We all understand that i went out and i did all the field work and when i found out our consumer is supposedly a young. It's not right.

Consumer's a 60 year old man right, it's 98 of our sales are 30 years old and above, but when i got out in the field, i said well wait a minute. We thought that i thought stupidly that they had to write it. First, that's what you would think and then, when i actually asked him 71 of our consumer had never ridden the unit. So then that gives you right.

He bought one and we talked about this last night, so 71 bought it. Then, when i started to ask him, how long have you seen it once a few times, never 81 never saw it and they bought it on site. So that's apple, ask type numbers when you get that type of conversion. So what i'm interested in is, i don't know if i'm a finance background, and so i i would take it public like because right now in this market, i started here in 91 in new york, and i remember the nasdaq talking about cisco and i thought it Was the food company right? Oh who's, these guys.

What's tim claire, i should have known right so um, but the point i'm making is is that i feel it's very similar in that space. There's only certain survivors, of course right, but we we aren't. Micro mobility, we're urban mobility, we're 3 to 30 miles, average person travels 23 miles a day. I mean think about new york.

It's nine miles right 23 miles a day and a 4094 pound vehicle. So we we can take you 30 35 miles, i'm 260 pounds right. So we're not talking about the slider. You know yeah, of course we're talking about average americans.

So what i'm interested in is, do we grow it and do i exchange that value for what i can hit today? Um? I you know it's weird, because i'm not a founder, you know you rebain capitals, founders, mentality and you look at this now brought a founder's mentality to the company after the fact. But it's interesting because i've never been the situation, it's throughput right. I have to make it, i have to sell it and i have to make those match at the exact same time, never had that experience before yeah services, but you know how miserable those can be, of course, because they call you. So what i'm looking for.

Is you know how how can how can this group help us? You know with a that decision, i believe in tick tock tremendously. We just did one um just with the crew. After we finished at the up asia, lp pga and the lpga event at lake nona, and it was like 17 000 like immediate, and it was just us like great right now - no one famous yep, but so i really want to know like what your thoughts are. In the space - and you know, there's we're not a scooter, we're not a scooter that i know we are not a scooter.

We are fat rods and so hence i bought the name, but that's what i want to stay with. So i just love your thoughts because well i think it's it yeah. I think i appreciate that. I think it's about reverse engineering, because the one thing i heard there is do i take it public right, i mean obviously i'm sure the three of you thought through that little moment of spax and things of that nature right of course, and so i i you Know it's really just the a different version of raising capital, like it's all about timing of what you want the outcome to be.

I i always when there's moments like i just referenced with like something like tick-tock and i'm glad that you've already had that micro little taste anytime. I see such an arbitrage in consumer growth at an underpriced rate. I never want to transact, because i want to capture that value right. I would rather, you know back to f up, i think financially right, like like i'll sell in the mo in the down cycles of like oh, like i even was at vayner like three years ago, pre tick-tock, i'm like we're in a weird spot right now there Is no heavy arb instagram's maturing right, if you think about it, like organic content was not a conversation like we knew we were, we were like.

I was like and sure enough, thank god, musically came and tick. Tock came but like there is those moments, so i think my hot take and there's a couple follow-up questions, but is, if you're going to capture that opportunity, then you capture it because you have more leverage with that, especially when money is so cheap right um. It also becomes a game of, do you have the appetite and the capabilities to do that? Yeah i mean we're a veteran debt and the only reason is because i did venture yep right and the venture side is everybody records. You like.

I look like a really attractive woman, like my wife, yes right and i quartered her, but then all of a sudden you have her and they take advantage of it. Oh vc's, i couldn't agree, i mean it's the most fascinating thing. I mean you only need one of those companies to hit and so you're playing that game subconsciously. Even if you don't realize you're doing it, they don't care, and so on the dead side.

You have to talk to me yeah right. I played the other game yeah. So um and had success and it's been fine, but the reality is, is that when you're on the debt side, you either pay your mortgage or you don't. We know what the outcome is mm-hmm.

So i'm i'm in a bevy of you know more of a venture. I'm a private equity type of guy, so you have kind of like two different lanes. What's the revenue of the business now about six million and what was that the year i mean covet throws everything it's so hard to get like it took the seven million dollars. I think it's a lie because they did 1.4 million of giveaways right for their friends, family and everybody else, so we'll do 12 million this year, you're tracking, already yeah, that's great.

The problem all dtc still all knows no, the the 12 yeah, it's layering on the authorized dealer and golf network and golf and there's golf b to b. So we have right now we have seven, it's b to be the same. 70 courses have purchased our units, but it's the consumer, that's buying it and taking it to their course, but the courses that are buying it, they buy their direct units and they hold them in their fleet right and it's theirs. No, the consumer's not buying it off of them, so it's that's truly b2b, but in some of the country club courses, the country club, is actually buying it in bulk.

On behalf of the members who live around foreign, is that is there an opportunity to like? I mean those businesses are also trying to extract and find new revenue streams and they're getting challenges or an opportunity to treat every country club in america as our dealerships. So we could you floorboard to magnetic yeah. You can switch it and they're like that's. Why? I take that call out yeah the drew barrymore show and they want the scooter now on site.

That's what i pitched yesterday and they said oh you're right. We want it here, not a picture. She wants to interact with. It makes sense.

So with the floorboard i made it through bear more yeah, it's a magnetic, so i can flip it and like at golf courses. Every four weeks in bed will pay 108 180 a week a month for that ad because they get 60 impressions. I totally understand right. So that's that's.

Where is that something that you can share in that revenue? Yes, you think you can build that moat with the are you leasing the units to the country, clubs, that's the key yeah go ahead. Go ahead! Please one of the things that is that there's this national movement, like we were talking last night golf, is meant to be kind of a single person thing and we're stuck in a cart and i'm going to his ball and he's going to my ball. Golf course is for single rider play right, you do you, i do me. We meet up at the eighteenth of nineteen fold and have a drink kind of a thing.

It's pga, or somebody did a study that they can get four to six more forces per day through if it's single writer play well, if you're paying 100 bucks or 200 bucks a whack for a round interesting, that's real money! That's very interesting! Yes, 16 450 courses. Yeah, so they they know the flights you need. The planes in the air is the b2b business happening serendipitously. You have a sales team.

What's what's happening with that, you have two sales people and you i understand um yeah, i mean so two two things, one, the my second favorite arbitrage and marketing right now, behind tick, tock is linkedin, and so the reason i was going down that path. I'm like these guys really have a situation that could be fun here if they can get their content and media engines right on tick, tock and linkedin, and obviously the linkedin is literally being targeted against employees or the private equity firms. The board members like you're, literally actually targeting the person that would make the decision, like literally you can, i mean i don't know if linkedin gives you this option so we'd have to look, but whatever the job description is of the people that run country clubs. You know if they have a common thing, or it's presence of this, but like the other great thing about golf, is it's such a passion point that, even if you go broad high net worth and say pass this on to your country club like i do a Lot of that kind of marketing that people, don't think about which is just hit, the lower cost broadness and literally in the copy, say, pass this on to your country, club you're, like okay, like people actually like the one great thing about humans.

Is they actually listen? Just tell them what to do and so yeah. I know we're scaling just because, like the masters reach out to us, that's huge, they want us to be around the whole week and i'm like a year ago, they were like look. You have a b to b and a b to c business, and i think tick, tock and linkedin are in their primes, and i think what you need to leave with is understanding the media and the creative on those two platforms. I think you'll grow a lot.

Thank you thank you um, so i think for me, so uh in particular started out as just like, more of like me being the content creator. So, of course, four years like do you, like you know, knowing what you're doing so well and i think i've been thinking about it for a decade. Do you like the content part more or do you like yeah? Of course, i've heard it's exhausting because that's exhausting yeah is so you're excited about the fanny pack 6.0 that you're creating both because i feel, like they work hand in hand yeah. The particulars has allowed me to build this community of women correct all of the people.

I've interviewed: where did the interviews live so they live on a website right now, which and what's the what's the? Is it video? No, it's audio! No! Well! Oh! It's written! No! Don't do that! That's a huge option, i'm so pumped because now i'm like she's, been able to build pretty well and you're, doing it written yeah. So it's all so easily interview the person ever voice record it. Then it's transcribing! You should put that voice recording out right. That's the question, so do i take these hundred interviews? No, no, you know what i'm worried about, because the audio was made without the context that it's gon na be a podcast.

There could be in there. That's almost more work than you know, yeah exactly exactly and you, and that means you'd have to re-listen to everyone, because you don't want to put out something that you said or that person. So no, i think what i would do is start video from the next interview and do video extract, audio and transcribe to written so the. Where does the video live in on the website on the internet? Well, no, i know that, but i mean oh by the way more people watch it naturally just in youtube than they will by going to your site right, okay, it lives on the internet.

Like you know, it's it's an interesting kind of like it's. The now accepted 2.0 thinking but you're caught in 1.5 internet 1.5 thinking - and we just have to move you - it lives on the internet, not only that, oh by the way, if you look at anything, i do i'm wildly busy. This entire program is not a very good use of my time if he was analyzing it, except that i'm literally making it worth my time by filming it and the filming is in its entirety, but also in its chopped up pieces. And if i can make four of them get the 12 million views on linkedin, it becomes worth my time so like i want all of you to do that which is like in theory you're starting from a macro, your show, and then it's creating not only because Right now, you're taking an hour or 30 minutes or how long are you interviewing an hour total an hour and you're only getting written output where in the way i see it when you get video content for instagram and tick, tock and stuff like that? But that's more of like you do it yeah you have to almost like restart, whereas what i just want you to do is correct.

You don't have to. I mean it's amazing. Now, as you know, yeah or you're, on stream yard or riverside or youtube live. You can go, live and start like they're, just a much more efficient model of like do the video thing get the written, get the audio and get the post-production micro pieces out of it all of a sudden you're getting so much more for your time.

Yeah mm-hmm! Okay and then also like just pushing the nice back out there into the world and developing other products coming out of that mattress. That, to me, is what this is actually about. Yeah, i think, you're the reason i was kind of like if you notice i listened, but i jumped into yours. I i think you're you're, naturally subconsciously building the right thing and i want to keep giving you that push which is okay, now you're, going to take it from your subconscious to your conscious, i'm building a media company to sell stuff.

It's how i started this company. I don't want a service business as i've made clear three times now, but but in in these 13 years i incubated rezzy, which i sold amex for 200 million. I incubated empathy wines, which i sold to 200 million. I incubated v friends, which i don't even i mean every one of those companies were done by people that were trained here and so, like.

I view this as my operating system. To actual because i believe that actual marketing is the only thing. That's not commoditizable, like everything else can get caught up on. Patents aren't real anymore, like everything can be caught up to the ability to every day by the second be a day.

Trader of communication is impossible, which is why everyone is coming to me and other people that have that skill set, whether it's politics or selling water, and so i kind of want you to do the same thing which is like your media, is your moat. But then, because you know you're making it your moat for your next pat thing, you might even start really thinking. What do you want that next thing to be, and then do you start interviewing that way backwards? So if you know you're passionate about flowers, you might start strategically having five guests in a three-month period, all in the flower business because you're attracting audience which then you see what i mean that. But you have to change the way you're doing the interviews.

Yeah um mine are more like technical things, yeah guys we're a little bit more like we're. Our content game is um. You know we're at that plateau stage where, like we did well, it's at a certain level. We, you know it's kind of staying stagnant, makes sense.

What do you think, if you guys have if the three of you can jump in what do you? What do you think is happening if you had to like be totally naked about it? What do you think's happening? Is it a platform thing? Is that you're just doing the same? Is it him? Is it you is it i think so, i'm going to chime in here a little bit, but i think that, like we're producing a lot of content, we have three uh video editors content creators, um, i'm sifting for trends, he's using the platforms um. We use scheduling tools and everything, but it's a matter of like um. I guess how many times a day we're posting versus like how much content we have that's unique um on we're really trying to grasp tick. Tock, some of the stuff that's been working like obviously stuff about rentals in section 8, because it's drama people love that stuff.

I've heard drama works, it does, but we also want to like we. We want to structure it as, like. A learning experience, a fun experience. One thing to think about this will help.

All of you is too many. People want social content to do everything, instead of being the moose boosh to the thing you want them to do. I think, for example, i would tell you that i'm incredibly misunderstood as a businessman, because my social media content can't do the depths of what i do. There is no videos where i'm talking like this, where i can.

I like who i am as an actual business person, does not really show up with my social. I just let my social do the appetizer part and then, with the hopes that people will go down. The path and a lot of times where you have depth and you have a real business. You get caught up because you're trying to make a little bit more happen in the content, which doesn't mean being authentic and just do whatever will work on social, but but think strategically of like what will this tick tock do when they decide to click the default?.