Andy Mant is the founder and CEO of BLUblox, a company specializing in evidence based advanced light filtering eyewear. He started BLUblox after becoming dissatisfied with the quality and standards of blue light blocking glasses available and so set about to design lenses that match the evidence is the academic literature. Today Andy is a leading figure in managing light to improve health and wellbeing.
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3 Value Bombs
1) Optimize your sleep. You’re going to be going to the moon with whatever your business idea is. At the end of the day, there’s easy way to do that. Bluelight blocking glasses that are backed by science and evidence is such an easy hack.
2) Don’t just sell them something. Educate and empower people. That elevates the brand status and get people bought into your mission and the company as a brand.
3) People tend to capitalize by riding the trend, and not really any thought about the science and actually help people.
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Klaviyo: Customers want more from brands. Delivering more means owning the customer experience. Klaviyo calls this “owned marketing” and they believe it’s the best path to growth. For more, visit Klaviyo.com/fire!
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Disrupting an Entire Industry to Achieve Rapid Growth
[1:37] – Andy shares something he believes about becoming successful that most people disagree with.
- Sleep is the cornerstone of an amazing mind and body. Having an exceptional quality sleep at the correct time is the way to invigorate the mind and body, and have the elevated rocket drive to success.
[3:40] – The BLUblox origin story.
- He had a 9-5 job as an account manager for a recruitment firm. He used to hate the restrictions put on him and the fact that he was told what to do.
- His company put the managers to one-to-one sessions to upskill themselves on how to manage people. They went to see psychiatrists and did a test where he was profiled to become a CEO, which was similar to the profiles of very successful people.
- He did research about light and had friends in optics lab in Australia, where he found that the bluelight-blocking glasses he was wearing weren’t actually doing its job, and was just helping to have optimal sleep, not the best that one can get.
- He got a prototype ready, made 20 pairs, and sent it to big influencers around the world, informing them that the pair of glasses that they might be wearing are not optimal. Every single one of these people came back to them and are willing to support the brand.
[8:07] – Why are people making products that aren’t living up to the standards that we assume they are as consumers?
- It comes down to riding the trend, where we’d started seeing companies that popped up who were tuned in to the data in terms of what customers want, not the science behind it.
- People tend to capitalize by riding the trend, and not really any thought about the science and actually help people.
[10:07] – Everybody has different strategies for growing businesses. What is Andy’s?
- The initial growth phase was typically unpaid. They started the company with $1,500, reinvested their profits.
- Target a very niche population, people who are completely optimal and won’t be interested in anything else.
- The real big growth happened when they started to go on strategic paid advertisements.
- They went on with key strategic thought leaders who understood the kind of technology being offered.
- Don’t just sell them something. Educate and empower people. That elevates the brand status and get people bought into your mission and the company as a brand.
[14:42] – Disrupting an industry is not an easy feat. How do we disrupt an industry?
- When you educate and disrupt a market, and you provide something to someone that really solves the problem, and you can back that up with some great claims and evidences, you can charge what you want for that product.
- Never undercut your competition in price.
- In terms of disrupting an industry, be fair and give value straight forward in terms of what the message needed to be.
- The more you grow and the more you segment out of your core audience, the more difficult things become. You just have to make sure that you are putting content out daily, flooding the internet with the good quality facts you have about your product.
[21:02] – A timeout to thank our sponsors, Qwantify and Klaviyo!
[23:14] – Paid marketing is a tricky little beast. How did Andy scale his business with paid marketing?
- Paid marketing is a quick way to lose money if you did not do it right.
- Start small and test out minimal variable audience. Once you started to see result, then you can start to push forward.
- Sometimes, it’s good to go back to basics and not try to reinvent the way things are.
[27:27] – Inventory can be tricky as well. How do we manage that?
- When it comes to reinvesting the funds, you get this situation where you decide whether to spend money on marketing but then you don’t have product, or spend the money on the product and not have anything to market with.
- They negotiated payment terms and made the suppliers realize that extending the credit terms will be worth it.
[31:18] – Why is light management so important for everyone?
- Energy and mindset—two things that are fundamental to success.
- In terms of energy, if you don’t have enough rest, you’d be shattered. Your productivity would reduce your motivation and your output would reduce.
- Sleep is important for restoration and recovery.
- Having good quality sleep helps the mind recover as well, and help to get a clear and focused mind.
[33:03] – Andy’s key takeaway and call to action to Fire Nation!
- Optimize your sleep. You’re going to be going to the moon with whatever your business idea is. At the end of the day, there’s easy way to do that. Bluelight blocking glasses that are backed by science and evidence is such an easy hack.
- Visit BluBlox.com and check out the blog, contact them through the contact page on the website, and ask anything you need to know and get advise on what you need to do to tidy up your light hygiene. Use the code FIRE at checkout and get 20% OFF your BLUBlox!
Shake the room, Fire Nation. JLD here with an amazing conversation about disrupting an entire industry to achieve rapid growth, to drop these value bombs. I brought Andy Matt on the mic. He is the founder and CEO of BLUblox, a company specializing in evidence based advanced light filtering eyewear. He started BLUblox after becoming dissatisfied with the quality and standards of Bluelight blocking glasses available. And so set about to design lenses that match the evidence in the academic literature. And today for our nation, we talking about the growth strategy that worked to disrupt this industry, how paid marketing is tricky, but Andy figured it out also about managing inventory for all you physical product owners out there.
Super, super valuable content here and so much more. When we get back from thanking our sponsors, customers want more from brands delivering more means owning the customer experience, taking control over data acquisition analysis, creative and delivery, Klaviyo calls, this owned marketing, and they believe it's the best path to growth for more visit Klaviyo.com/fire that's KLAVIYO.com/fire. Would you be fired up with an e-commerce business generating 10 K per month? Well, today's sponsor Qwantify wants to help you get there. Qwantify provides end to end e-commerce training and support. And if you're accepted into their partner program, your success and revenue is guaranteed apply today at Qwantify.com.
1 (1m 33s):
That's cute. QWANTIFY.com and say, what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with.
0 (1m 48s):
Incredible question. And Hey, what's up to everyone listening to this. Thank you so much for tuning in. And I think one of the big things that a lot of people disagree with and it's very prominent in becoming a very successful person is sleep is the cornerstone to, you know, an an amazing mind that an amazing body. And, you know, with that, I think that having exceptional quality sleep at the correct time, seasonally is the way to really invigorate the mind and body and prepare yourself, you know, the elevated rapid drive to success.
1 (2m 26s):
I'm really passionate about this topic, which is one of the big reasons why I wanted to get you on to chat here. I mean, it's crazy with how we just went through over here in the States, daylight savings. And every time we go through daylight savings, when people lose an hour of sleep, there are 7% more fatal accidents the next day, which is insane. And then every single time of the year, six months later, when we gain an hour of sleep, there are literally 7% fewer fatalities than normal. Like it's insane, the power of sleep. And I'm just honestly sick and tired of people being like, yeah, you know what, John, I go to bed at 10. I wake up at six, I get eight hours of sleep every night. And I'm like, no, you don't. And I know you don't because I've been wearing my aura ring now for years, literally.
1 (3m 9s):
And if I go to bed at 10 and wake up at six, I get about six, six and a half hours of sleep. I was quote unquote in bed for eight hours, but my sleep with my little wake-ups in the middle and all these things was six and a half hours. So don't fool yourself, Fire Nation. And this is one thing we're gonna be talking about today with the entire concept of disrupting an entire industry to achieve rapid growth specifically in an area that can help you not just get eight hours, but get eight quality hours, which is going to change everything in your life. So, Andy, let's talk about the BLUblox origin story, take it away.
0 (3m 45s):
Yeah, absolutely. So I was working in a nine to five job, very successful at it. I was a sales sort of account manager for a recruitment firm. You know, I didn't didn't hate my job, but I hated the restrictions that it put on me. And I hated the fact that I was told what to do. And it turned out that this was, this was massively highlighted to me when the company put their managers through this, this, these one-to-one sessions to kind of upscale themselves in how to manage people. So we all went to see psychiatrist actually, which is fairly to burn Australia in the UK, as you can have my accent, I'm British, but it was done for sort of upskilling ourselves mentally.
0 (4m 31s):
And when I went into this, this meeting, we had to do a test, sort of a psychometric assessment. Did it next time I came back and they, they just said, we're not going to be feeding this back to your, your employer, but we don't see this kind of profile very often. And you need to start a company and become a CEO. It's, it's very similar to what we've seen in the past from very successful people. And if you want to thrive, isn't in an environment where you're working for someone, you have to be the boss, you have to be driving the growth and the change. And this really got me thinking, you know, well, what could I do? I'd never really thought about doing this before. And, you know, even though this sort of passion inside me that I didn't realize was there.
0 (5m 15s):
And I basically thought to myself, right, who do I idolize in, you know, business? And one of those people was, was a gentleman called James Dyson who revolutionized an existing product, which was the vacuum cleaner and made it, you know, better and more optimal for the user. And few months went by. And, you know, I was, I was really in a big health kick at that stage. I was trying to get in shape for my wedding. And I was on in all these sort of online forums at the time. And Facebook and people were talking about nutrition, but there was the odd time and instance that light kept popping up. And the, this thing called Bluelight blocking, and I started looking into it, bought a pair, started wearing them.
0 (6m 1s):
And I just thought to myself, wow, these, these are pretty decent in terms of they're improving my sleep and I feel bad. I've got more energy to work out. And I'm really, really interesting going like deep down rabbit holes. So I started doing research on, on lights and, and I I've got friends in optics labs here in Australia, believe it or not. And I found that the glasses that I was wearing, weren't actually blocking in line with what the literature said. I should be blocking to get the most optimal sleep I was interested in optimal. I wasn't interested in, you know, improve my sleep a little bit. I wanted the best I could get. And that was when it came to the crunch.
0 (6m 41s):
And I said to the guys in this lab, could you produce some sort of tent for these glasses that can block the exact light, the literature saying you should block after sunset to get better sleep. And we could put it in some really cool fashionable frames. And then we can really disrupt this, this market because no other glasses is, is blocking in line with the legendary tested about 20 pairs went back and forward, got this prototype ready. And it w it was obviously amazing. Like literally the first couple of nights I was wearing them, my sleep was off the charts. I track with aura, as well as you, John lookers were interested in being optimal and it was just staggering, the results.
0 (7m 23s):
So what we did was we, we made up 20 pairs and we sent them to big influences around the world, mainly actually in the States where you are. And basically just said, like, we're not looking for any endorsement or anything like that. We just want you to test them. Here's the science and rationale behind our product. We believe that what you're wearing at the moment is an optimal and you guys are optimal. So you might want to read this. And every single one of those people came back to us saying, you need to launch this as a brand. And if you do, we will support.
1 (7m 54s):
Now, what exactly do you think it is that you tested 20 pairs? And none of them were really doing what you wanted a pair of glasses to do as far as blocking Bluelight and the other things. Why is that? Like, why are people making products that aren't really living up to the standard that we kind of assume they are as consumers?
0 (8m 15s):
Fantastic question. I think it comes down to riding a trend McKay. So Bluelight has been sort of trending. If you look at Google analytics for, you know, a good sort of five years now, and around about that sort of five, six years ago, we started seeing, well, maybe four to six years ago, we started seeing a pop up of a lot of these companies that were pretty tuned into, you know, the data in terms of, well, what the, what the customers want, but not tuned into the science. And this is where there was a big disconnect. You, you saw a big influx of brands, you know, that if you saw that product, you couldn't distinguish it from probably another 40 brands. So what they did was they went to places like, like Alibaba, you know, you just type in Bluelight glasses, you can order, you know, 300 off the shelf, choose your frame and out it goes, and they've just had no regard to, you know, the quantum biology.
0 (9m 9s):
And I guess the biophysics involved in, in how light kind of reacts with us at a cellular level. And when you start combining that with, you know, the actual technology and the stylish frames that you want to actually, you know, make this product until you start standing out from the crowd. So I think that's probably the main reason. It's just a right. Let's try and capitalize on this rising trend. And there's not really been any real thought about the science and can actually help people
1 (9m 35s):
Fire Nation. There's one thing I keep saying over and over again, because it's just plain and simply the truth become the best solution to a real problem in this world. And people will beat a path to your door and they will ignore the second best solution to infinity. People want the best solution to a real problem. So if you are willing to find a niche to find a void in the marketplace, you know, just like Andy dead and become the best solution to a real problem, you are going to win. Like, please understand that to your core. Now, Andy, everybody has a different strategy for growing their business. What's yours.
0 (10m 15s):
Yeah. It's a really interesting question. And one that blows people's mind here in Australia, but it may be, you know, your, your community are pretty tuned in, so they'd probably be like, okay, well, you know, that's part of, probably part of our strategy as well. The initial phase of our growth was typically unpaid. So we started this company with $1,500 and we didn't invest a single cent. We still haven't invested a single cent. We've reinvested our profits. So the, the big sort of growth phase initial growth phase phase came by targeting a very niche popu population. So we didn't want to just go, right, let's just get this product out to the masses.
0 (10m 55s):
We wanted to test it. So we tested it on a group of people called biohackers. Again, your audience will know all about these types of people. They're trying to optimize their biology and their environment using specific hacks. And we knew that these guys and girls were completely optimal. They weren't interested in anything else. So we thought let's go in here and basically rip the Bluelight glasses off their faces and give them ours for free. So we just literally went out to all the top. Biohackers, gave them our products and gave them affiliate links and just said, look, if you're, you're all tracking asleep on aura, on whoop on, on these types of devices, tell us if they are improving, wearing our glasses.
0 (11m 35s):
And if they are, you know, debt, your old ones and where to send you as much product as you need and just keep promoting it. So that, that started almost immediately and that saw some really good growth very quickly. And then when we sort of maxed out that area, we were like, well, who who's thinking critically, the masses aren't ready for this product yet, but who else in, in, in different sort of niches are thinking critically and not open to just sort of general rhetoric. So we went to alternative dieting. We went to carnival, we went to Palio vegan, you know, people that are really speaking out against norms and started explaining to them about light. And again, gifting them products and away we went, but the real, real big growth happened about a year into our adventure.
0 (12m 23s):
And that was when we started to get in, go off the paid endorsements via podcasts. So we went to, again, it was very strategic. We went to the alternative dieting, the biohacking type podcasts, you know, like the Luke stories that Jay Shetty's of this world, the Melanie Avalon's, et cetera, that really we're talking about, you know, different staff mindset. They were talking about biohacking. They're talking about health, alternative medicines, things like that. And we were, we were shocked by the, the cost of this. It was very, you know, it seems very expensive, but the rate of returns was, was almost instant. And you almost then had your product attached and endorsed by thought leaders within various various vertical markets.
0 (13m 6s):
And, you know, to this day, we haven't actually touched Instagram influencers. We, we, we just thought that's not our model. We need to be able to go to key strategic thought leaders that understand this kind of technology, because we need to educate education was the key. And still is the key fundamental to our brand. We don't want people, you know, like you see our competitors just pick out the prettiest girl on Instagram, give them a pair of glasses. And they're just posting saying, Hey, I look really cute in these, go and buy them. We didn't want that. We want it to stand out and say, listen, this is why you need this specific pair of glasses. This is how light works. And we found that by educating, we built this fantastic community of people that basically wanted to try all of our different products.
0 (13m 52s):
They, they understood that we weren't just trying to sell them something. We wanted to educate and empower people. And I think that that really elevated our brand status and just got people bought into our mission and us as a, as, as a brand,
1 (14m 5s):
There's so much value here, a Fire Nation. And one word that I want to jump on that Andy just said is educating. He, wasn't just looking to toss a pair of shades on some good looking dude or some good looking lady. He wanted to educate the audience to tell them, this is why you need this. This is why this is going to solve a problem that you have. This is why this is the number one solution to this specific problem in this space, in this industry, in this vertical, you need to understand what he's talking about, Fire Nation. So you can pull the same levers in your businesses and go the same routes. Now in let's be honest, disrupting an industry is no easy feat.
1 (14m 47s):
I mean, I know that firsthand being the first daily podcast host interviewing for now 10 years in a row, how do you disrupt the Bluelight industry?
0 (14m 56s):
Yeah. Fantastic question. And you know, something you've mentioned, I, I wanted to interject a couple of times, but I did. And I'm going to say it now is, is the fact that when you, when you educate and when you disrupt a market and you provide something to someone that is really going to solve their problems, and you can back that up with some pretty big claims and the evidence you can charge what you want for that product. And, you know, we, we charge 50, 60% more than our competitors. Yet we have much bigger market shares than them. We have, you know, tens of thousands of dollars a day in revenue from, from this type of this type of product and people aren't detained by the price because we can justify that price.
0 (15m 40s):
We can justify that we made in Australia. We can justify that we've got the technology behind it that were made in optical laboratories, not factories and people want quality. So, you know, never, never undercuts, you know, your competition in price. That should be the last thing you should be going to. And that would be sort of big bit of advice for a segue. Yeah.
1 (15m 59s):
Well, Andy, and before you segue, here's a quote by Seth Godin that is so relevant here. The problem with the race to the bottom is that you just might win. You need to understand that your nation, when you're trying to race to the bottom of being the lowest price product, guess what you might win. And that's not a real victory because that is not a way to make a living, to make a life, to make a dent in this world. So keep on going, Andy.
0 (16m 24s):
Yeah. Great analogy that great quote and loves Seth and, and all his writing. That's for sure. So in terms of, in terms of disrupting the Bluelight industry, you know, it was to be fair. It was, it was fairly straightforward in terms of what the message needed to be. So the message needed to be that well, we've tested these glasses, all of our competitors without naming names, they don't work. And here's your solution as to why they work. That was, that was what we thought. We thought, wow, this is going to be easy to test. You're literally going to go out and tell people what they're wearing is crap and buy ours. And you know, that worked in the first sort of year because we were going out to the, the optimal biohackers and ultimate health wellness and, and, you know, alternative dieting crews.
0 (17m 11s):
And, and they got it because all you've got to do is go read this paper, see these test results for our glasses, see these test results with the glasses you're currently wearing. You choose what you want to wear. And every time they choose us, the, the difficulty came with when we went through properly into our second year of, of growth, we kind of maxed out, became very well known within those, those niches that I've just described, but we wanted to then start expanding out and going out to the, to the masses a little bit more. And that was more difficult because the questions then started to come in through customer service saying, well, I can buy a $20 pair on Amazon.
0 (17m 51s):
Why is yours so different? And the education then kind of came to the frontline for us. So rather than having the influences podcasts educates, we actually had to start doing a little bit ourselves. So what we decided to do was when we started branching out and we started getting a lot of these questions, I started making YouTube videos. We started writing blogs that would address these concerns. We started to take that marketing sort of more in-house whereas before we were very reliant on thought leaders, putting our message out there, which still continue, don't get me wrong, but we needed almost to, you know, have that sort of second war going on on a, on another front, in order to tackle this sort of influx of people, not really understanding why our product was more expensive.
0 (18m 37s):
So we, we, we beefed up the website with more justification. The YouTube videos went out that sort of customer service questions came in. You know, we could send a video out just explaining to them why we have blogs out there that that helped with, you know, they were optimized for SEO. So when people were searching Bluelight glasses and ours came up, they could read this blog about, you know, why you're wearing the wrong Bluelight glasses for instance started smashing it in Google. And, you know, we just wanted to make sure the message was, was absolutely absolutely everywhere. And, you know, the price thing always came out as well. When we tried to hit the masses and we had to justify that a lot more and it just became the more you grow and the more you, you sort of segment out of your core audience, the more difficult it, it does actually become.
0 (19m 24s):
And you just have to make sure that you're putting content out just so much like literally daily content, putting it out there, flooding the internet with, with all the, you know, good quality facts you have about your product. And yes, you're not going to see that sort of turn around overnight, but sort of three, six, nine, 12 months, the more you go in, the more it compounds in terms of shares and the Google algorithms and things like that, the more you're actually going to reach in terms of the demographic you want. And the more you're going to educate those customers from various sources of, of, of content as well. So I think it was keen just to, to fight the battle on, on multiple fronts and not just do what we were doing in the early days, which was resting on our laurels sag.
0 (20m 9s):
You know, we'd give it to Luke story or someone like that. And, and Jack cruise and all that do is just educate people and we don't need to do anything. We actually had to start putting our things out a little bit more and start to think creatively about, you know, providing the best content for these, these people on a very, very regular basis and making it really succinct into what we were seeing coming through on that, that customer service portal,
1 (20m 33s):
Fire Nation, I really hope you're understanding. And it's coming through exactly how you can disrupt any industry because Andy's talking obviously about his industry right now, but this is going to apply across every vertical, every industry across all time, when you want to go in and really be disruptive. Now we're going to be talking about paid marketing. When we're talking about managing inventory, we're gonna be talking about some other important things. As soon as we get back from thanking, our sponsors e-commerce is on fire and it isn't slowing down anytime soon. And I'm willing to bet you've at least considered e-commerce at one point on your entrepreneurial journey, but there's a lot that goes into it. The market research drop ship product and supplier sourcing, website design and development, marketing automation, advertising, campaign development.
1 (21m 19s):
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1 (22m 3s):
If you qualify, Qwantify, we'll reach out with next steps. That's QWANTIFY.com. Are you working around the clock to build the business? You always imagined. Do you want to communicate with your fast growing list of customers in a personalized way, but also in a way that gives you time to work on the rest of your business? Do you ever wonder how companies you admire the ones that redefined their categories, do it companies like living proof and Chubbies they do it by building relationships with their customers from the very beginning, while also evolving in real time as their customers' needs change, these companies connect quickly with the customers, collect their information and start creating personalized experiences and offers that inspire a rapid purchase.
1 (22m 45s):
Often within minutes of uploading their customer data, Klaviyo empowers you to own the most important thing to any business, the relationship between you and your customers and the experiences you deliver from the first email to the last promotion. So learn more about how Klaviyo helps you own your growth visit Klaviyo.com/fire. That's KLAVIYO.com/fire. All right, Andy, we are back from the break ins, like I mentioned, right before the break paid marketing is a tricky little beast. Let's be honest, but you were able to scale your business with paid marketing, pray, tell
0 (23m 24s):
It is a tricky minefield. It really is. And it's a quick way to lose money if you're not doing it right. So you've got to start small and you've got to sort of test that minimal viable sort of audience with it. And then if you're starting to see results, then that's when you need to push forward. But, you know, it's never as easy that, you know, like sort of on the podcast side, we'll probably get a 20% hit rate in terms of who we want to renew with. And even out of those that we renew, they're not necessarily going to do well for the long-term, you can max out audiences. So typically the focus that we've sort of looked at and it has done really well for us is finding people that don't necessarily have the biggest audiences, but are extremely well-respected within that category.
0 (24m 19s):
They're almost thought leaders within that category and people are tuning in to hear them, not that guests. So people want to go and listen to, you know, like the alternative dieting or the biohacking podcasts, because they want to know the information that the host has got. They follow them because they really admire them. And we found that that converts for us personally, cause it's not a one size fits all. We always got to apply context to these things for our product and the disruptive nature of that product and the educational content that was required. We found that those types of people worked well. So we had to go out and find those types of people. And then typically referrals worked really well.
0 (24m 60s):
I know it's a, you know, it's probably very basic for your audience, but I think sometimes it's good to go back to basics and not try and reinvent the wheel. It's you've been on a podcast. You've, you know, you've advertised with a show it's done well. Okay. Well, who else do you know? Who, what other podcasts have you been on? What, what are your, what are your other brands saying that have done really well? And that way we've been led to some really cool podcasts. We didn't even know existed. And you know, this is one of the reasons why you and I got introduced as well. I heard about your podcast, but I asked for a referral who did, who do you know? That could be good. And I got introduced to yourself. So, you know, I think the power of the network, the power of the referral is such a big thing when it comes to scaling, because you're almost getting someone else's, you know, green light.
0 (25m 44s):
I'm not going to recommend someone to you, John, if I don't think they're going to do well well by you. And you know that the same is true for these podcasts, you know? So that worked so, so well for us.
1 (25m 55s):
There's a lot of things you gotta to realize Fire Nation is that's when you are looking to spend a dollar, you're looking to potentially one, get a dollar back, if not more, to build a relationship, which can be as valuable as dollars back in your pocket. Cause that relationship can really add a lot of things down the line. There's a ton countless examples of how I've done this over the years, how I've spent money, maybe on a coach, a mentor in masterminds, different things that have returned, you know, thousand X in some scenarios. Like I remember when I paid Lewis house $12,000 to teach me how to do live webinars. And I've made millions and millions of dollars on live webinars. And yeah, I would have eventually figured it out on my own, but I mean like what it maybe have gotten frustrated and never done it, right?
1 (26m 39s):
Like sometimes you gotta be willing Fire Nation to pay, to play, pay for relationships. When it works, ask for referrals, when it works, you know, pay to get in front of the right ear balls when it works or eyeballs, when it works like both, when it works. Now, one thing that I really am curious about as somebody who has a lot of physical products myself, like, I don't know if you know this about me, Andy, but I've been releasing about a journal a year for the past four years. Now, at least the freedom journal and 16, the mastery journal in 17, the podcast journal and 18, the 108 gold journal at 19. And I just actually launched my first book, the common paths, uncommon success here in 2021. So like I have a lot of physical products and I have them on Amazon and other places.
1 (27m 21s):
And man inventory can be a tricky beast, just like paid marketing can be a tricky beast inventory and managing that inventory. It can be a tricky beast. I mean the storage fees, trying to figure out that platform, optimizing it, you know, Amazon having low limits. I can only over Christmas. I can only sit in like 60 journals at a time and I was selling over 60 a day. Like it was insane. How do you manage inventory? Talk us through this process.
0 (27m 45s):
Yeah. It's extremely difficult. And you know, it's one of these things that we haven't saw outside investment yeah. In our journey. And when it comes to reinvesting the funds, you, you get this chicken and egg situation. Do I spend my money on marketing, but then I don't have the product or do I spend more money on the product and then have no money to market. So it's a very difficult minefield to negotiate. But if you don't have, if you have investment, it's typically not too much of a problem, you buy the product and you pay for the marketing and the way you go and that will serve you well for a period of time until you need more investment. And the cycle continues the way we did it was slightly different because we didn't want that outside funding. We wanted to do it ourselves.
0 (28m 25s):
So we just, when we started setting up our suppliers, we wanted to arrange payment terms. So we had to, we had to, first of all, rely on ourselves to be able to sell, which we knew we would be able to do this, but we didn't want to spend all this money on, you know, 10 thousands of dollars in the, in the start on, on product. Only for it to sit in our, you know, in our back room, in our garages, et cetera. So what we did was we negotiated payment terms. We said, we want 30 day payment terms from the end of the month. And we will, we will basically go from there. And, you know, we gave them this business plan of like, we're going to be, you know, eight figures within three years, which we, which we hit and you know, it's going to be well worth your while to extend this credit to us.
0 (29m 10s):
Now, when we, they agreed to do that. And then we use that to leverage that with our other suppliers, we just said basically, but we need these payments as in every single one of them. So our man said, yeah, no problem. We can, we can do that. So what we initially did when we launched BLUblox was we decided to pre-sale. So we put up that, you know, you could buy the product, you could buy the glasses, but they would take four to five days to, to create because they were this special product. Everything had to be like Artemisia and handmade, not mass produced. That was our selling point. So we almost had no outlet whatsoever. So we would get the money in from the customer. The customer would understand that their product had to be made.
0 (29m 51s):
The lab would make the product, send it to us. We would package that product, send it off. And then we wouldn't be invoiced for, you know, between sort of 30 and 60 days, which was absolutely amazing for cash still. What I obviously managed that, that cash flow, then you just scale, like, like we scaled the marketing, we just scaled that. And then eventually we, we took down the wall of pre-order and we thought, well, we've, we've raised enough money now where we can stock say five of each pair of AR glasses. And then, you know, months went on, we went 10 for each 20, 30 and so on. And we built it that way strategically. But you've also got to bear in mind that if you're going out to do a lot of marketing, you've really got to forecast what you think you're going to make from that marketing.
0 (30m 31s):
Because the worst thing you can do is spend, you know, 50 grand on marketing and only have 30 grands worth of product to sell. You know, that can be really detrimental.
1 (30m 41s):
So many things here, Fire Nation, I want you to realize is that people are looking to do business. Like don't think that people don't want to do business. I mean, when you are willing to work with them, when you're willing to give them different opportunities, different compromises, you know, just put yourself out there. I mean, you're looking to do business, they're looking to do business. That's why we're here as entrepreneurs, we're business men, we're business. Women will come to do business. So get inventive, make things happen, that work. And if you're not able to work with a certain, somebody go to somebody else, like there's opportunities and options that are out there. So all tons of great advice. And I want to end with a bang Andy, before we do our final recap here, and just talk about why, why is light management so important for everybody in my audience, Fire Nation, talk to us about the specifics.
0 (31m 30s):
Absolutely. It's energy and mindset to things that are a fundamental to success. Okay. So in terms of energy, what would, how would you feel if you went out on a, you know, a big night out in maybe didn't drink, but you didn't get until 2:00 AM in the morning, you had five hours sleep, you woke up and had to go and do work. You would be shattered. You might be able to do it once or twice, but if you continue to do that over time, your productivity would reduce your motivation. Your output would reduce. Sleep is so important for that sort of rest recovery restoration. And you're going to need that output, that energy, to be able to drive your successes, your manifestations. So it's, it's super important to get that deep restorative REM sleep.
0 (32m 10s):
Another reason as well is when you go into really deep sleep and this REM cycle sleep, which is good quality sleep, you're actually helping your mind recover as well. And from that mindset standpoint, you are going to have this really clear focused mind. You know, that's the key word here focused. Whereas when you're having poor quality sleep, you're going to basically feel, you know, like brain foggy. You're gonna, you know, lack, clarity, and direction. So it's super important for the entrepreneur out there to really have good, optimal sleep in order to have the energy, the mindset and the drive to create a successful business that they're striving to do. So,
1 (32m 47s):
So much value here at Fire Nation. I want to go back to what Andy said at the very beginning energy plus mindsets. That's what you want in this world, because that equals fire. And that's what you hear for that waking up on fire, crushing it. So Andy, of everything that we talked about here today, what is the one key takeaway? What's the one thing you really want to make sure a Fire Nation gets from everything that we talked about. Give us an amazing call to action. I know you have something special for Fire Nation, which I know that I actually have something special coming my way as well, which is pretty cool. And then we'll say goodbye.
0 (33m 21s):
The biggest one is sleep. You got to optimize your sleep. You really do. And I think that if you start optimizing that you're going to have just, you know, that you're going to be going to the moon with, with whatever your business idea is. And you know, at the end of the day, there's easy ways to do that. And Bluelight blocking glasses that are backed by science and evidence are such an easy hack. And you're seeing so many entrepreneurs wearing these now, like really successful run ones like, you know, Russell Brunson wears them. And you know, you're looking at rang and chatted a huge, huge doctor in the UK. Jay Shetty is aware of BLUblox as well. You know, huge, huge people that are really driven and successful and they are focusing on their sleep. Tom, Bellew another one that wears BLUblox.
0 (34m 3s):
They, they literally swear by this product in terms of maximizing their sleep and giving them that increased energy and drive to be able to succeed.
1 (34m 11s):
And how can Fire Nation find out more about you? Any call to action? You have anything you want to say?
0 (34m 17s):
I think the best place to start is really the blog on the website. So BLUblox.com BLUblox.com. Check out the blog. Lots of great information on there. You can also contact us through the contact page on that website. And yeah, just ask us some questions, ask us anything you'd like to know. We will be able to sit there and answer those for you and give you advice on what you need to do to tidy up your light Heights,
Fire Nation. I wear BLUblox every single evening.
1 (34m 21s):
BLUblox I mean every single evening down in my entertainment room, I literally have this little table and I swear I have my evening supplements. I have my little electric clicker that controls our lights in the room. I had the remote control and then I have my BluBlox right there. And if I'm even going to look at any screen after 7:00 PM, any screen, whether it be a TV, whether it be my phone, whether it be my desktop computer, any screen, I am looking at it through BluBlox glasses because I am not going to spike my cortisol late at night.
1 (35m 22s):
I am not going to let Bluelight get into my eyeballs. So my eyeballs think that it's still daytime out. Nope. I am going to make sure that I protect my eyes past 7:00 PM. That's my cutoff because that's about when that gets dark here in Puerto Rico. So it gets dark for me. That's when the BluBlox go on and they don't go off until I'm literally taking them off, putting them on my bedside table and falling asleep. And it will change your life. If any of you that are out there like me use like an ordering or any kind of sleep tracking, I will highly recompense, highly doing a before and after give it a couple of weeks to let your body adjust. And you will see more deep sleep, more REM sleep, more likely more of all asleep because it just works.
1 (36m 9s):
So finish near the average of the five people you spend the most time with. And you've been hanging out with AM and JLD today. So keep up the heat. I mean, Andy, did you purposely have your initials be, AM like am PM. That's pretty awesome. Head over to EOFire.com type Andy in the search bar. The show notes page will pop up with everything that we talked about today. Best show notes in the biz. And one more time, Andy, where can Fire Nation go to learn more about BluBlox
0 (36m 37s):
Just type two BluBlox.com. So BLUBLOX.com. And you'll find everything you need that
1 (36m 44s):
BLUBLOX.com. Make it happen. Of course, I'm going to chat with people on the website. When you're asking questions, let them know where you came from. You came from entrepreneurs on fire. You're part of Fire Nation. You're awesome. Let them know. Oh, and by the way, if you use promo code fire at checkout, you're going to get 20% off use code fire at checkout Fire Nation, and you will get 20% off your BluBlox and we can be BluBlox, twinsies, promo code fire. Andy, thank you for sharing your truth, your knowledge, your value with Fire Nation today, for that we salute you and we'll catch you on the flip side. Thank you so much.
1 (37m 25s):
Hey, by our nation today's value bomb content was brought to you by Andy and successful entrepreneurs. They accomplish big goals. That's why I created the freedom journal to guide you in accomplishing your number one goal in 100 days. And we're talking to step-by-step visit the freedom journal.com use promo code podcast free $15 discounts. And thank you for listening to my podcast and I'll thank you. Oh no, I won't. Thank you. I'll catch you there. Or I'll catch you on the flip side. Customers want more from brands delivering more means owning the customer experience, taking control over data acquisition analysis, creative and delivery, Klaviyo calls this owned marketing, and they believe it's the best path to growth for more visit Klaviyo.com/fire that's KLAVIYO.com/fire.
1 (38m 10s):
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