Capitalism.com with Ryan Daniel Moran

The workshop is where we build your version of this: ► The next workshop: https://capitalism.com/bootcamp Huel sold to Danone for $1.15 billion and most of the internet missed it. Julian Hearn was in his mid-40s coming off a website that lost him money, he launched by posting in a Facebook group, and his first 2 orders went out of his own garage. I break down the 3 things that got him from there to a billion-dollar exit, and the one he never traded away: he treated the community like it was the asset. Resources mentioned in the video: ► The next workshop: https://capitalism.com/bootcamp ► The free $100K playbook: https://capitalism.com/100K ► The full step-by-step plan: https://capitalism.com/model (0:00) Huel sold to Danone for $1.15 billion and most of the internet missed it (0:47) Why this one is copyable: no MBA, no private equity spreadsheet behind it (1:14) Julian Hearn had one win and one expensive failure before Huel (1:40) Body Hack lost him money and told him exactly why diets fail (2:25) The Magic Spoon aside: cricket flour flopped, protein cereal did not (3:30) His failure was the market research for the thing that worked (4:04) The 3 things that made Huel work out of the gate (4:45) He built the whole go-to-market on 1,000 true fans (5:07) Julian in his own words: 1,000 people at 45 pounds a month (5:35) Product, audience, and a sales channel that compounds (6:40) Launch day was a post in a Facebook group called London Startups (7:00) His first 2 sales, fulfilled out of his own garage (8:30) He asked those 2 customers one question: why did you buy? (8:55) The Soylent Reddit group became his first real fan base (9:20) The Hueligans, and the forum he built to keep them (9:40) The traffic triangle, and what we call the hopper (10:40) How to get to 1,000 customers when you only have 9 (11:30) $800,000 in 2015, 10 years before the exit (12:00) The Shopify Masters interview at a $2 million run rate (12:40) The PR play then, and what it looks like now (14:00) $5 million in 2 years, and why failed products did not sink them (14:45) 20% of new customers were coming from referrals (15:00) The 1 in 10 rule, and how Steven Bartlett found him (17:00) Amy is pacing $3 million, and she is in the DMs herself (18:00) They hired a CEO and doubled down on the Hueligans anyway (18:55) Danone tried to build their own, then gave up after 8 weeks (20:05) He treated his failure as tuition (20:50) They ate a loss rather than raise prices on loyal subscribers (21:30) Product, audience, sales channel, and the one most people underweight DISCLAIMER: The information contained on this YouTube Channel and the resources available for download/viewing through this YouTube Channel are for educational and informational purposes only.

I help entrepreneurs create their idea, launch, get to the first seven figures, and then prepare for a life-changing exit. The playbook we use to do it is free: ► Get the free playbook: https://capitalism.com/100K Tara Bosch started SmartSweets in her kitchen at 21 with no capital, no experience and no connections in candy, and 4 years later she sold a majority stake for $360 million. I sat down with Tara more than once, so what you get here is the sequence rather than the headline: a giant market changed in one way, a few hundred customers who acted like they worked there, a premium price in a category that competes on price, inventory funded with debt instead of equity, and a hiring order that held as the company grew. It is the same pattern behind Dr. Squatch, Dollar Shave Club and Gruns, and it compresses the timeline more than anything else I know of. Resources mentioned in the episode: ► The $100K Playbook: https://capitalism.com/100K (0:00) A first-time founder, 4 years, and a $360 million deal in the candy aisle (0:40) No capital, no experience, no connections in candy (2:00) What we actually know about the deal, and what never gets disclosed (3:00) Lesson 1: walk into a giant market and change one thing about it (4:10) The one thing Mars and Hershey still cannot copy (5:00) Why better-for-you keeps working as the one thing you change (6:12) Lesson 2: the Champion Program, and the first 500 people (7:00) The back road into a market you cannot outspend (8:00) Lesson 3: $24 for a box of 8, against Sour Patch Kids at a sixth the price (9:00) A $65 bag of Gruns against $8 Flintstones, and why the premium holds (10:04) Tara on seeing the company years before it existed (12:00) Inventory is where a physical product business eats its cash (13:20) Treating the banks like investors, and a $14M line of credit (15:03) Hiring for the things she was bad at, in the order she did it (16:37) Candy is an impulse buy, so the sales channel was already decided (17:00) Local shelves first, then the national accounts (19:00) Your excuses, and the ones she had available and did not use (20:00) The 5 things SmartSweets did well, in order DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only.

Our playbook to $100,000 a month is free, and it's where the 90-day plan in this podcast comes from: ► The $100K Playbook: https://capitalism.com/100K Dr. Megan Jolley Milne is a pharmacist, and her company Nutranize does $20,000-$27,000 a month almost entirely off one YouTube channel. She's in a tiny space with a skeptical market and she can't run ads because of medical claims, so when she flew into our in-person mastermind I sat down with her and built a 90-day plan to double the business. I didn't give her a single new thing to do. I took things away. And you can run the same subtraction on yours. Resources mentioned in the podcast: ► The $100K Playbook: https://capitalism.com/100K ► Bootcamp waitlist: https://capitalism.com/bootcamp (0:00) A business that should be doing a million, stuck in the low six figures (1:15) Everything runs on one YouTube channel, and she's stuck on what comes next (2:14) What she sells: a supplement for the side effects of prednisone, $104.99 a month (3:03) The numbers: $20,000-$27,000 a month, and what made May different (4:01) What I caught at breakfast: the traffic goes everywhere (4:35) The inventory: Amazon, a sales page, a checklist, a taper chart, a quiz (5:16) Thousands of leads and zero buyers (6:03) The queen bee activity, and why it decides what you work on (7:08) Leakage, and why scattering a little energy waters nothing (9:27) Her magnum opus, and the phone calls it produced (11:01) Make the thing that already converts your only lead magnet (12:04) One promise up front, everything else stacked behind it (14:10) "That feels relieving. I just need to do one thing." (14:33) A separate follow-up series for every lead magnet is exhausting (15:59) The prescription: one opt-in, and commit to it (16:55) The lead magnet you have beats the one that doesn't exist (17:27) Put a discount in the P.S. of every email (19:49) I don't consider content a call to action (20:33) 4 offers at checkout, and the 1 upsell worth adding (23:20) Why she doesn't have to touch ads in a regulated space (24:01) Why 90 days and not 5 years (25:48) The million-dollar move: out of a niche of all niches (26:23) Nutrient depletion is the brand, prednisone is just the first drug (28:05) A new drug is a new person, and a new funnel (29:42) 80% of my job is telling people what not to do (30:49) No permission to launch a 2nd product for 90 days (31:45) Her last worry: what if they never watch the video (33:01) The Facebook group with 5,000 members she forgot she had (34:35) Now the email list and the group promote each other (36:03) "I just got my money's worth" (36:19) What I didn't do: I took things away DISCLAIMER: The information contained on this podcast Channel and the resources available for download/viewing through this podcast Channel are for educational and informational purposes only.

I help entrepreneurs build brands to seven figures and then position them for a multi-million dollar payday. The playbook we use to do it is free: ► Get the free playbook: https://capitalism.com/100K Thorne is forty years old, and everything that made it worth $3.8 billion happened in the last three. It had gone public and lost more than half its value when a private equity group took it off the market, and Procter & Gamble has now agreed to buy it with the same products on the shelf. I break down the playbook L Catterton ran, why sales roughly doubled while the price went up more than five times, and the three things besides revenue that decide what a buyer pays you, whether you would rather buy a business like this one or build one worth buying. Resources mentioned in the episode: ► The $100K Playbook: https://capitalism.com/100K (0:00) The same company, the same products, and a $3.8 billion payday three years later (1:00) The products sitting on my desk are all saturated markets, and that is the point (2:00) The terms: Procter & Gamble, all cash, and why a deal like that closes (3:00) The seller is the real story: L Catterton, from Kodiak Cakes to Nutrafol (4:00) Buy the whole company, get it off the public exchange, run the playbook in private (5:00) The new CEO went back to basics and decided who Thorne was actually for (6:00) Direct-to-consumer acquisition, after years of selling only through physicians (7:00) Auto-ship, and why keeping the customer was worth more than getting them (8:00) They refused to discount the brand, and that is what protected the margins (9:00) Plain old fish oil, sold to the person who wants the best fish oil (10:00) Lesson one, follow the money: Nutrafol, Gruns, Onnit (11:00) Thorne grew by doing less, and retention mattered more than acquisition (12:00) The part that shocked me: sales doubled, the price went up more than 5X (13:00) What actually moves a valuation: leadership, a growth story, and timing (15:00) The two ways to compress forty years into three: buy a neglected brand, or run the playbook on your own (17:00) Primal Kitchen sold to Heinz, and the big money made it better DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only.

The next boot camp is this exact plan. We set your exit number together and build the plan to hit it, in about three hours, for <$100: ► Workshop waitlist: https://capitalism.com/bootcamp Most people are told to work 30 years, save, and call that retirement. I think that is a bad plan, so this episode is the whole map to a life-changing exit in about three years: how to set your number, why I would build a high-margin subscription product to get there, and the math that shrinks the whole thing down to four or five subscriptions a day. I also get into the tax rule that can take your capital gains to zero, and the liquidation event you can have without ever selling the business. Resources mentioned on the podcast: ► Workshop waitlist: https://capitalism.com/bootcamp ► The Product GPT: https://capitalism.com/productgpt ► Work with me and my team: https://capitalism.com/join (0:00) The whole plan for an exit that makes you financially free in three years (1:00) I built a business in 2013 and sold it four years later in a $16M package (2:00) Throw out the 30-year retirement playbook (3:00) Your impossible goal does not have to be a billion dollars (4:00) The clients who went from zero to $500K a month, and what slowed them down (6:00) Step one, set a target that would actually change your life (7:00) Sam Prentice's formula: the passive income you need, times 17 (9:00) Why product creation beats every other route to an exit right now (11:00) Poor man's math: the profit that justifies a $4.25M price (12:00) Gruns sold for $1.2B without the profit to justify it (13:00) The three years: launch, acquire, then scale and prep the exit (14:00) $1M in profit a year is $2,750 a day, or 110 sales (15:00) Why subscription products change the math (17:00) 3,300 people on auto-ship is four to five new subscriptions a day (18:00) The gateway product, and doing this with one-time purchases (19:00) The free GPT that builds your product for you (21:00) Two paths: build an audience or build a funnel (22:00) Content or ads to an opt-in, then follow up. Everything else is drama (23:00) What the free route looks like day to day, and the hours in the DMs (26:00) The paid route: fewer moving pieces, one big cost (27:00) Why I tell you to start free even though it is slower (29:00) The whole model in one paragraph (30:00) What to do about the exit itself (31:00) QSBS: hold five years and pay zero capital gains (32:00) You need close to $1M in profit to attract a good buyer (33:00) You can have a liquidation event without selling the business (34:00) My deal was $16M at a 5X multiple, and we only got 60% upfront (35:00) What I would do differently: take the cash and keep the business (36:00) Why entrepreneurs get defensive at $1M in profit (37:00) The target, the math, and the plan in one recap (39:00) Two ways I can help, starting with the next boot camp DISCLAIMER: The information contained on this Podcast Channel and the resources available for download/viewing through this Podcast Channel are for educational and informational purposes only.