WEBVTT - EYL #197 The Netflix for Pets 0:00:00.040 --> 0:00:03.600 An illegal alien from Guatemala charged with raping a child 0:00:03.680 --> 0:00:07.480 in Massachusetts. An MS thirteen gang member from Al Salvador 0:00:07.720 --> 0:00:11.840 accused of murdering a Texas man of Venezuelan charged with 0:00:11.920 --> 0:00:15.840 filming and selling child pornography in Michigan. These are just 0:00:15.920 --> 0:00:19.680 some of the heinous migrant criminals caught because of President 0:00:19.720 --> 0:00:23.320 Donald J. Trump's leadership. I'm Christy nom the United States 0:00:23.320 --> 0:00:28.120 Secretary of Homeland Security. Under President Trump, attempted illegal border 0:00:28.160 --> 0:00:31.680 crossings are at the lowest levels ever recorded, and over 0:00:31.760 --> 0:00:34.960 one hundred thousand illegal aliens have been arrested. If you 0:00:35.040 --> 0:00:38.920 are here illegally, your next you will be fined nearly 0:00:39.000 --> 0:00:43.000 one thousand dollars a day, imprisoned, and deported. You will 0:00:43.040 --> 0:00:46.680 never return. But if you register using our CBP home 0:00:46.720 --> 0:00:50.120 app and leave now, you could be allowed to return legally. 0:00:50.479 --> 0:00:51.280 Do what's right. 0:00:51.840 --> 0:00:52.720 Leave now. 0:00:53.040 --> 0:00:57.400 Under President Trump America's laws, border and families will. 0:00:57.200 --> 0:01:00.000 Be protected sponsored by the United States Department of Homeland Security. 0:01:00.280 --> 0:01:05.720 You created, you know, a space where there wasn't any competition. 0:01:06.240 --> 0:01:10.280 Then you became your own competition, which is very, very brilliant. 0:01:10.480 --> 0:01:12.840 So I think it's a lesson FU as entrepreneurs in general, 0:01:12.959 --> 0:01:15.680 to just think outside the box, look at what somebody's 0:01:15.760 --> 0:01:18.200 not doing instead of looking at what somebody is doing, 0:01:18.959 --> 0:01:21.280 and create a space, even if it's niche, like you 0:01:21.280 --> 0:01:24.880 can make a lot of money in niche spaces. You 0:01:24.920 --> 0:01:28.280 don't have to be you know where billions and billions 0:01:28.360 --> 0:01:29.600 of people are already competing. 0:01:31.880 --> 0:01:38.240 My graduates from my school being forced bad drop drop drop, 0:01:38.760 --> 0:01:40.160 bad drop drop. 0:01:51.040 --> 0:01:52.760 All right, guys, welcome back. 0:01:53.440 --> 0:01:58.440 This is going to be a very interesting educational episode. 0:01:58.760 --> 0:02:02.560 So this is something that you know, I actually am 0:02:02.640 --> 0:02:08.280 extremely excited about, extremely excited about because there's so many 0:02:08.320 --> 0:02:09.280 dog lovers in the world. 0:02:09.320 --> 0:02:09.920 I'm not one of them. 0:02:09.960 --> 0:02:10.959 Yeah, I think that's what this is. 0:02:11.600 --> 0:02:11.760 I'm not. 0:02:12.080 --> 0:02:14.119 I don't I don't love dogs, and I do appreciate, 0:02:14.160 --> 0:02:15.119 do don't want, I don't want. 0:02:15.120 --> 0:02:17.480 Peter, don't don't come at me. 0:02:20.520 --> 0:02:24.160 We both we both don't have dogs or pets for 0:02:24.200 --> 0:02:27.040 that matter, but we understand the love that people have 0:02:27.120 --> 0:02:27.440 for him. 0:02:27.840 --> 0:02:30.400 Shout out to mic who's a huge dog lover, and bam. 0:02:30.800 --> 0:02:33.800 You know, we've been enthusiast about dogs, and they've been 0:02:33.800 --> 0:02:36.840 trying to get us to get dogs, and my wife 0:02:37.080 --> 0:02:37.880 is saying no. 0:02:38.000 --> 0:02:38.519 So I'm with it. 0:02:38.639 --> 0:02:42.480 On that and do you ever do no, my son, 0:02:42.880 --> 0:02:43.639 your son as a dog. Yeah. 0:02:43.680 --> 0:02:48.680 Yeah, But we're in London, yes, following up from an 0:02:48.720 --> 0:02:52.720 amazing trip, amazing last night. 0:02:53.080 --> 0:02:55.760 That was legendary, what we talked about forever. 0:02:56.000 --> 0:02:57.600 Yes, they're gonna remember this. 0:02:57.960 --> 0:03:00.160 Yes, yes, we're still in London. So we meet with 0:03:00.200 --> 0:03:03.760 some UK entrepreneurs while we're here. So ah mad I 0:03:03.880 --> 0:03:09.400 met Yeah, correctly, Yes, it is somebody that I actually 0:03:09.440 --> 0:03:12.799 connected with in New York. Ironically enough, I'm not sure 0:03:12.800 --> 0:03:14.360 how do we originally meet. 0:03:14.560 --> 0:03:16.880 So there's Mike Mike G the intro. 0:03:17.160 --> 0:03:20.360 Oh, Mike G. That's that's extremely random. Shout out to 0:03:20.400 --> 0:03:22.200 Mike G. Shout out to Mike G. 0:03:22.280 --> 0:03:23.160 You know Mike years. 0:03:23.480 --> 0:03:27.000 Mike G's my guy in Miami with the NFL players, 0:03:27.000 --> 0:03:31.560 and he had yeah, okay, shout out to Mike G. 0:03:31.760 --> 0:03:32.000 Yes. 0:03:32.160 --> 0:03:35.680 So this was what I was in my financial planning days. 0:03:35.920 --> 0:03:39.080 And this was years ago, probably like five years ago. 0:03:39.160 --> 0:03:42.040 Maybe here's twenty eighteen to the back end. 0:03:42.160 --> 0:03:46.000 Okay, like four years ago, and I had an office 0:03:46.160 --> 0:03:46.960 in Manhattan. 0:03:47.200 --> 0:03:48.120 You came to my office and. 0:03:49.720 --> 0:03:52.240 We spoke, and he told me that he has a 0:03:52.320 --> 0:03:59.920 company that makes content for animals, for dogs and cat, 0:04:00.720 --> 0:04:05.520 and it's like sounds and you know, visual content, and 0:04:05.600 --> 0:04:07.240 I couldn't really fully understand it. 0:04:07.280 --> 0:04:11.720 I can imagine you're sitting there like okay. 0:04:10.840 --> 0:04:13.680 Yeah, now, But then he was telling me, like, you know, 0:04:15.120 --> 0:04:17.520 the company's making millions of dollars. They had a write 0:04:17.560 --> 0:04:20.040 up in Forbes, and I started looking at the business 0:04:20.040 --> 0:04:22.400 model behind it, and then I'm like, okay, I understand it. 0:04:22.400 --> 0:04:29.240 It's just like you know, animals, pets specifically, billion dollar industry. 0:04:29.560 --> 0:04:34.240 Like as far as the care, like you'd be surprised 0:04:34.600 --> 0:04:41.360 people get their dogs, manicures, clothing for for dogs and cats, 0:04:41.400 --> 0:04:42.080 of course. 0:04:41.920 --> 0:04:43.400 Veterinarians, that's the whole thing. 0:04:43.520 --> 0:04:50.920 Supers, dog camps, dog daycarees, dog workouts, like the dogsitters, 0:04:51.040 --> 0:04:51.880 dog trainers. 0:04:52.320 --> 0:04:53.279 There's a whole. 0:04:53.080 --> 0:04:57.840 Industry dog food of course, that's the biggest. 0:04:57.560 --> 0:05:02.440 Every dog's gotta eat. So but yeah, for sure. 0:05:02.720 --> 0:05:02.840 So. 0:05:02.920 --> 0:05:06.359 But if you if you understand the podcast space, you know, 0:05:06.440 --> 0:05:08.880 one of the most popular podcasts, I forget the name 0:05:08.920 --> 0:05:10.800 of it, but one of the most popular podcasts. One 0:05:10.800 --> 0:05:14.720 of the most popular forms of content on YouTube are 0:05:14.760 --> 0:05:17.960 like rain noises, Like it's just that's the whole thing. 0:05:18.279 --> 0:05:20.599 Nobody talking to nothing. It's just like rain noises like 0:05:20.640 --> 0:05:22.839 in the Amazon and like waterfall and stuff like that, 0:05:23.040 --> 0:05:25.320 and people like used it to go to sleep. Like 0:05:25.400 --> 0:05:27.800 you see like rain noise on YouTube, it's like one 0:05:27.880 --> 0:05:31.520 hundred million views, like a five minute clip of just rain. 0:05:33.120 --> 0:05:35.279 Just let it run, and after you let it runs 0:05:35.279 --> 0:05:37.400 a playlist of them and we just keep going. 0:05:38.080 --> 0:05:38.359 Yes. 0:05:39.000 --> 0:05:46.880 So yeah, so what created is actually kind of similar 0:05:46.880 --> 0:05:47.720 to that a little bit. 0:05:47.960 --> 0:05:50.040 They call it the petflix. 0:05:50.480 --> 0:05:53.680 That's what the media causing, right, So the media petflix. 0:05:53.920 --> 0:05:58.800 So the reason why it's called petflix is that think 0:05:58.880 --> 0:06:02.039 of Netflix like content that you have on Netflix, but 0:06:02.160 --> 0:06:02.560 think of. 0:06:02.520 --> 0:06:05.960 That for pets, dogs and cats specifically. 0:06:06.320 --> 0:06:08.880 So you have like and we're gonna talk about it, 0:06:09.120 --> 0:06:11.080 but you have the noises, Like you have some content 0:06:11.160 --> 0:06:13.960 that's just noises, but you also have content that's actually 0:06:14.000 --> 0:06:15.680 made for animals. 0:06:15.839 --> 0:06:18.159 So it's like visual content that you could play. 0:06:18.000 --> 0:06:20.960 On TV and put your dog in front of the 0:06:21.000 --> 0:06:25.239 TV and the dog watches it. You might not fully 0:06:25.279 --> 0:06:28.200 understand this don't have an animal or don't have a pet, 0:06:28.360 --> 0:06:29.720 but if you have a pet, I'm pretty sure that 0:06:29.760 --> 0:06:32.120 you can understand it. And once you see the numbers, 0:06:32.160 --> 0:06:34.360 when I read these numbers off, you're definitely gonna understand this. 0:06:34.480 --> 0:06:38.239 So the company is value that twenty five million dollars 0:06:39.279 --> 0:06:42.599 and it has fifty million pets around the world and 0:06:42.680 --> 0:06:46.360 one hundred and fifty one million hours of content consumed 0:06:46.480 --> 0:06:50.560 last year. And it's called Relax My Dog, Relax my Cat. 0:06:50.680 --> 0:06:55.000 Right, that's right. Yeah, So all right, that's a good intro. 0:06:55.279 --> 0:06:57.040 First and foremost, thank you for joining us, Thank you 0:06:57.080 --> 0:06:58.400 for having me appreciate it. 0:06:58.880 --> 0:07:02.479 So all right, how did this come about? Because this 0:07:02.520 --> 0:07:05.640 is a highly unique situation. 0:07:06.240 --> 0:07:08.120 What gave you the idea? How di did happen? 0:07:09.080 --> 0:07:14.760 So basically, we were originally making music to help people study, 0:07:15.600 --> 0:07:18.520 and I remember I used to struggle with studying, and 0:07:19.880 --> 0:07:21.720 then from there I was like, okay, you know this 0:07:21.800 --> 0:07:24.320 is it's kind of working. And at the time I 0:07:24.360 --> 0:07:27.960 had literally one thousand, one thousand, five hundred dollars one 0:07:27.960 --> 0:07:31.320 thousand pounds at the time to start a business, and 0:07:31.640 --> 0:07:34.800 I found the only music producer that I could afford 0:07:35.560 --> 0:07:40.960 was based in El Salvador, and we were basically he 0:07:41.000 --> 0:07:44.240 said something about his dog and cat getting noise anxiety 0:07:44.880 --> 0:07:47.000 from living in one of the most violent countries in 0:07:47.000 --> 0:07:49.560 the world, when you've got guns and police sirens and 0:07:49.600 --> 0:07:52.119 all that stuff going on, and we were looking into 0:07:52.160 --> 0:07:55.520 sound therapy for pets, and we thought, okay, let's give 0:07:55.600 --> 0:07:58.880 this a try, see what happens. And then slowly it 0:07:58.920 --> 0:08:01.560 started working on his pets, and then we just put 0:08:01.640 --> 0:08:03.720 out to the audience and ever since then it's been 0:08:03.760 --> 0:08:07.600 a huge feedback loop. We get the data, we iterate, 0:08:07.640 --> 0:08:10.280 we get the data, we iterate, and it's just got 0:08:10.280 --> 0:08:10.840 big from there. 0:08:10.920 --> 0:08:14.720 So what's that process like, because you're making music the 0:08:14.800 --> 0:08:20.800 human beings to making music for animals, right, Like is 0:08:20.840 --> 0:08:22.400 there sound rate or beating it? 0:08:22.560 --> 0:08:23.840 Like, what's that process? 0:08:24.200 --> 0:08:29.040 So, yeah, there's certain beat rates and certain frequencies that 0:08:29.400 --> 0:08:33.120 dogs can hear and humans can't. And then just generally 0:08:33.160 --> 0:08:36.280 what we did was just there was a lot of 0:08:36.280 --> 0:08:39.080 things that we made that didn't work, and it was 0:08:39.120 --> 0:08:44.640 just purely just experimenting, looking at the quantitative and qualitative data. 0:08:44.880 --> 0:08:48.400 And then from there we just iterated and iterated and 0:08:49.400 --> 0:08:50.640 and I would say it was a bit of a 0:08:50.640 --> 0:08:54.319 slow process, but we want to build something super quality. 0:08:54.400 --> 0:08:55.360 In the beginning stages. 0:08:55.760 --> 0:08:57.640 How do you know what's working, right, Because I mean 0:08:58.000 --> 0:09:01.720 I see like Mike's all all the time, and I 0:09:01.720 --> 0:09:03.520 feel like she just watches whatever he watches. 0:09:03.520 --> 0:09:06.280 But how do you like where there were you having dogs, 0:09:06.320 --> 0:09:06.840 like you were. 0:09:06.720 --> 0:09:10.600 Testing them, checking their heart rates and like timing their 0:09:10.600 --> 0:09:13.600 attention spans. Like what was the process of like understanding 0:09:13.679 --> 0:09:14.959 like okay, I think this is working. 0:09:15.920 --> 0:09:22.360 So first had access to a dog shelter, just anxiety, 0:09:22.840 --> 0:09:25.040 you know, we didn't have the equipment to check the 0:09:25.080 --> 0:09:27.679 heart right, but we just had enough to be like, Okay, 0:09:27.840 --> 0:09:30.839 something is going on here. Now let's spread it out 0:09:30.840 --> 0:09:34.520 on YouTube of bigger audience and collect that data. And 0:09:34.559 --> 0:09:38.680 then so in terms of a scientific approach, it was 0:09:38.800 --> 0:09:42.000 more of a feedback loop approach than we took. 0:09:43.640 --> 0:09:46.560 So let me ask you this. You said that, and 0:09:46.600 --> 0:09:49.760 I've heard this before. Dogs can hear things that humans 0:09:49.760 --> 0:09:54.320 can't write. Can you elaborate on that? The sound different? 0:09:55.040 --> 0:09:57.760 So the best way to describe is basically, certain frequencies 0:09:58.960 --> 0:10:01.920 the dogs can hear better hearing, They have a wider 0:10:02.040 --> 0:10:07.440 range of hearing basically, and and then we just work 0:10:07.520 --> 0:10:12.320 on like what so we embed some frequencies within the music, 0:10:12.840 --> 0:10:14.880 but we've now made it in a way where it's 0:10:15.000 --> 0:10:20.520 designed for humans and dogs to listen together. That's something 0:10:20.559 --> 0:10:23.640 that we've noticed now, Like we asked the audience. Basically, 0:10:25.200 --> 0:10:27.560 you know who watches Relax My Dog with their dog? 0:10:28.280 --> 0:10:30.599 And I think out of ten thousand votes that we 0:10:30.720 --> 0:10:34.560 got about eighty five percent of them, So yeah, they 0:10:34.640 --> 0:10:38.120 watch it with a dog. So as a result, we've 0:10:38.240 --> 0:10:39.920 we've designed it in a way where it's good for 0:10:40.000 --> 0:10:41.040 humans and dogs. 0:10:40.800 --> 0:10:47.000 To watch together. So, okay, how is this able to 0:10:47.120 --> 0:10:48.680 scale to the point that it is? 0:10:48.760 --> 0:10:49.040 Now? 0:10:49.160 --> 0:10:52.440 Like you, you said something interested to me. You said 0:10:52.440 --> 0:10:56.480 that you haven't spent really any money on marketing. No, no, 0:10:56.679 --> 0:10:58.440 because that would be my first thing was like, you 0:10:58.480 --> 0:11:03.080 buy an adds our Facebook ads. Great thing to do 0:11:03.160 --> 0:11:05.800 by Facebook ads, But you didn't buy Facebook ads I'm 0:11:05.800 --> 0:11:06.640 assuming viable. 0:11:06.920 --> 0:11:08.080 You didn't buy YouTube ads? 0:11:08.559 --> 0:11:11.400 So how were you able to scale without spending money 0:11:11.440 --> 0:11:12.359 on ads? 0:11:13.320 --> 0:11:14.640 So how were you able to scale? 0:11:14.760 --> 0:11:14.840 Was? 0:11:14.880 --> 0:11:16.480 I think one of the most fascinating books that I 0:11:16.520 --> 0:11:21.800 ever read was Delivering Happiness by the found of Zappos, 0:11:21.920 --> 0:11:25.080 and we took that approach to be super obsessed with 0:11:25.160 --> 0:11:29.040 our customer base. So for us, it was like we 0:11:29.080 --> 0:11:31.520 wanted them to be part of the product development, giving 0:11:31.600 --> 0:11:35.319 us feedback, and then as a result, we just continuously 0:11:35.320 --> 0:11:38.840 grew from there. So to give you a specific example, 0:11:38.880 --> 0:11:43.400 like for everyone user that uses our products, on average 0:11:43.760 --> 0:11:47.320 they tell about seven people when they tells seven people 0:11:47.320 --> 0:11:51.280 with like real intensity. So as a result, we were 0:11:51.280 --> 0:11:55.000 able to scale that way, and in the nine years 0:11:55.000 --> 0:11:58.160 I've had the business, like, our marketing spent in total 0:11:58.800 --> 0:12:02.240 has been five thousand dollars, But to be honest, that 0:12:02.280 --> 0:12:06.040 five thousand dollars was mostly just experimenting and failing, Like 0:12:06.360 --> 0:12:10.560 we got nothing out of it, so technically they could 0:12:10.600 --> 0:12:11.160 have been zero. 0:12:11.320 --> 0:12:13.400 Do you have a system in place for you said, 0:12:13.400 --> 0:12:15.640 like referrals? Pretty much, you have a system in place 0:12:15.679 --> 0:12:18.880 to encourage people to like your referrals or they just 0:12:18.920 --> 0:12:23.599 do it. But there's no system because. 0:12:23.280 --> 0:12:29.439 Yeah, I didn't they Humans. Dog owners are so emotionally 0:12:29.520 --> 0:12:32.800 attached to their pet that if they find something unique 0:12:32.800 --> 0:12:36.280 that works, they want to tell the world. And as 0:12:36.320 --> 0:12:39.480 a result, what we did was we approached micro influences 0:12:39.720 --> 0:12:43.080 and we have tried to incentivize them to give them 0:12:43.120 --> 0:12:47.760 something in return, but generally they don't care. If this 0:12:48.160 --> 0:12:50.679 finds something that works, don't tell everyone. 0:12:51.400 --> 0:12:56.280 So micro influences your approaching and they're doing it for free. Yeah, 0:12:56.960 --> 0:12:59.080 you're just giving them like access to the product. 0:12:59.080 --> 0:13:02.320 They just even that they don't even want access to 0:13:02.320 --> 0:13:04.319 the product like they did because they consume it on 0:13:04.360 --> 0:13:07.640 YouTube or Spotify, Apple Music. But even if we offer 0:13:07.679 --> 0:13:12.880 them a subscription sometimes like they're doing that, they're doing 0:13:12.920 --> 0:13:13.439 it from their heart. 0:13:13.520 --> 0:13:15.560 But what's your what's your pitch to the micro influence? 0:13:16.559 --> 0:13:19.320 So for us, it's just kind of like some I 0:13:19.320 --> 0:13:22.600 guess my team takes care of that internally, but they 0:13:22.640 --> 0:13:24.800 just have a range of pictures. It's like super simple. 0:13:26.080 --> 0:13:29.520 You find out by their dog, and it's it's more conversational. 0:13:29.720 --> 0:13:32.480 I'm sure you get so many d ms now on 0:13:33.240 --> 0:13:37.360 install So we take a conversational approach, so, oh your 0:13:37.400 --> 0:13:39.640 dog is cute, blah blah blah, you know, and then 0:13:39.760 --> 0:13:42.200 from there and it's the same thing we do on 0:13:42.240 --> 0:13:45.600 YouTube as well. Everything is conversational. 0:13:46.000 --> 0:13:48.960 In the micro influences, like people like five thousand followers up. 0:13:49.960 --> 0:13:54.760 Yeah, but we we've had right now TikTok influences with 0:13:54.880 --> 0:13:58.720 millions of follow us, But we we don't even approach 0:13:58.760 --> 0:14:01.119 them changes do it. 0:14:01.360 --> 0:14:03.920 People love what looking at that and they tag they 0:14:03.960 --> 0:14:07.480 tag you yeah, yeah. 0:14:07.280 --> 0:14:10.720 So you said that before. In Jolie reversent as well, 0:14:11.360 --> 0:14:13.880 those hear things that we don't. They have a wider 0:14:14.000 --> 0:14:18.040 range of hearing. Yeah, did you start from the beginning 0:14:18.080 --> 0:14:21.640 process of making it auditory and visual or is that 0:14:21.720 --> 0:14:24.000 something that you expanded to because I know you. 0:14:23.960 --> 0:14:25.760 Talked about the color grade. 0:14:26.000 --> 0:14:29.080 Yeah, because I mean, obviously we don't see the same way, 0:14:29.160 --> 0:14:30.880 So like, did that come after? 0:14:31.800 --> 0:14:32.400 What was that like? 0:14:32.560 --> 0:14:36.080 So that came after? So the audio piece, I think 0:14:36.080 --> 0:14:39.400 when we start twenty twelve, and the visuals piece came 0:14:39.440 --> 0:14:41.800 into came in like twenty seventeen. 0:14:41.920 --> 0:14:42.840 Five years Yeah. 0:14:42.920 --> 0:14:45.760 Yeah, So we wanted to nail down the audio piece first, 0:14:46.280 --> 0:14:49.800 and then we saw some basic research that other universities 0:14:49.840 --> 0:14:53.320 have done around the visual side, and then we start 0:14:53.440 --> 0:14:57.200 to create content. Once again very experimental, but we start 0:14:57.240 --> 0:14:59.120 getting a data and we're like, okay, this works, this 0:14:59.200 --> 0:15:02.720 doesn't work. And just to give you an example, like 0:15:02.840 --> 0:15:06.640 even our music goes into different genres that we create. 0:15:07.080 --> 0:15:11.240 So we've created an altered version of reggae, which seems 0:15:11.240 --> 0:15:15.240 to be the best type of music and the most 0:15:15.240 --> 0:15:18.560 popular on our platform, compared to like an altered version 0:15:18.600 --> 0:15:23.000 of classical or oriental or whatever it is. So we're 0:15:23.040 --> 0:15:26.520 starting to create these little genres where we're starting to 0:15:26.520 --> 0:15:30.160 see so that on the visual piece, for example, dogs 0:15:30.680 --> 0:15:34.160 love watching virtual walks on a beach, so we have 0:15:34.200 --> 0:15:35.800 a lot of that and we look at it. Okay, 0:15:35.840 --> 0:15:38.560 this one works the best compared to virtual walk in 0:15:38.600 --> 0:15:42.360 the city or whatever it is. And then there's some 0:15:42.520 --> 0:15:46.720 dogs that like watching other dogs going for walks, but 0:15:46.880 --> 0:15:49.760 some don't, some bark, some go nuts. 0:15:50.160 --> 0:15:52.640 As I's saying, I'm thinking to myself, like, I'm walking 0:15:52.640 --> 0:15:56.880 in with my dog like testing, yeah, and we put 0:15:56.880 --> 0:15:59.880 something on. I'm gauging the reaction as if they start, 0:16:00.720 --> 0:16:02.720 if they start screamming, if their tails moving too much, 0:16:02.800 --> 0:16:04.880 or the treat. Is that how we're gaging, Like, Okay, 0:16:05.920 --> 0:16:09.160 they like watching walks on the beach, that is that 0:16:09.200 --> 0:16:12.760 how we gave it. So what you mean like, if 0:16:12.800 --> 0:16:15.000 there's a video like visually, Yeah, yeah, how do I 0:16:15.040 --> 0:16:18.760 know a successful video? Is it because the reaction of 0:16:18.840 --> 0:16:21.360 the dog barking or showing anxiety. 0:16:22.000 --> 0:16:22.200 Yeah. 0:16:22.280 --> 0:16:23.960 So as long as your dog is like I guess, 0:16:24.000 --> 0:16:27.600 pretty chilled and engaged with the screen, then it's fine. 0:16:27.640 --> 0:16:31.880 But some people want to get the dog excited and 0:16:31.920 --> 0:16:35.240 they'll be jumping up and down on the screen. So 0:16:35.440 --> 0:16:38.120 I think just generally, yeah, as long as they're I 0:16:38.120 --> 0:16:40.120 think the best thing to do is Like what people 0:16:40.120 --> 0:16:42.880 do is they'll go to work, so they'll leave it 0:16:42.880 --> 0:16:45.160 on for like eight hours. When they come back, you 0:16:45.200 --> 0:16:49.240 can sense your dog if he's pretty chilled or anxious, 0:16:50.160 --> 0:16:52.520 and then you can gauge, oh, this is working or 0:16:52.560 --> 0:16:53.240 it's not working. 0:16:54.240 --> 0:16:56.400 So let me ask you this. Yeah, I see it 0:16:56.440 --> 0:16:59.479 on a note. Seventy five percent profit. 0:16:59.480 --> 0:17:00.880 Margin gross profit. 0:17:00.960 --> 0:17:04.280 Yeah yeah, so that's high. So how are you able 0:17:04.280 --> 0:17:06.520 to do that? I'm assuming your your course must be 0:17:06.640 --> 0:17:10.639 very low, low overhead, right yeah yeah, but you have 0:17:10.680 --> 0:17:13.480 a production staff where you people are producing content, right, 0:17:13.520 --> 0:17:15.960 so how are you able to keep your court so loaded, 0:17:16.080 --> 0:17:17.600 to keep so much of the profit. 0:17:17.640 --> 0:17:21.240 Because most of my production stuff is all over the world. 0:17:21.640 --> 0:17:25.919 And the other thing is like when I first started business, 0:17:25.960 --> 0:17:28.919 like the biggest book that had the impact on me 0:17:29.040 --> 0:17:31.520 was Tim ferris To for Our work Week, and it's 0:17:31.520 --> 0:17:38.080 all about building scalability through automation. And for me, it's 0:17:38.119 --> 0:17:40.480 the same thing. It's like, you know, I can hire 0:17:40.520 --> 0:17:44.440 producers in England that will be like super expensive, or 0:17:44.480 --> 0:17:50.359 can hire someone in Indonesia that is literally insanely cheap. Outsource. 0:17:51.160 --> 0:17:53.960 From day one, all I've done is outsource my business. 0:17:54.440 --> 0:17:56.760 My whole team is remote around the world. 0:17:56.840 --> 0:17:58.360 And it's good quality work. 0:17:58.440 --> 0:18:00.720 You have amazing quality work. But I think the key 0:18:00.720 --> 0:18:04.000 thing is with outsourcing is that it's learning how to communicate. 0:18:04.600 --> 0:18:08.639 When you hire these people, there's different communication techniques. And 0:18:08.800 --> 0:18:12.160 also is to have them, I guess integrated, to feel 0:18:12.160 --> 0:18:16.399 part of the company even though they're freelancers. And I 0:18:16.440 --> 0:18:21.399 think just putting systems in place where it's like, you know, 0:18:21.480 --> 0:18:24.320 here's here's some of the instructions, just follow it. That's it. 0:18:26.200 --> 0:18:31.040 I feel like when you put these at playbook in 0:18:31.080 --> 0:18:33.480 place for these people that you hire, then it just 0:18:33.520 --> 0:18:34.240 runs itself. 0:18:34.640 --> 0:18:37.160 So yeah, we've been we talked about that a futures 0:18:37.280 --> 0:18:40.640 how people have used platforms like Fiverr. Yeah, different things 0:18:40.680 --> 0:18:43.639 in that nature. How were you able to find like 0:18:43.680 --> 0:18:44.800 the good people overseived? 0:18:46.359 --> 0:18:48.919 So to be specific about developers, for example, when we 0:18:49.000 --> 0:18:53.720 build our own subscription platform, and there's no platform that 0:18:53.760 --> 0:18:56.120 you can just buy off the shelf, so we get 0:18:56.160 --> 0:18:58.399 to build that onn like Netflix out of a box. 0:18:58.720 --> 0:19:00.480 And the thing is our watch time a lot higher 0:19:00.520 --> 0:19:03.080 than Netflix. I think the average watch time is two 0:19:03.080 --> 0:19:06.360 hours per person. Our average watch time is eight hours. 0:19:08.520 --> 0:19:12.720 And you put a dog or cat and if you 0:19:12.720 --> 0:19:14.880 look at that. That's a lot of bandwidth that's being used, 0:19:15.000 --> 0:19:18.000 a lot of bandwidths. So that how do we, you know, 0:19:18.760 --> 0:19:21.680 put our costs down and our margins hired on a 0:19:21.720 --> 0:19:25.840 subscription service. So a lot of that going back to developers, 0:19:26.520 --> 0:19:28.320 it's kind of trial and error. I think I've done 0:19:28.480 --> 0:19:31.480 enough of outsourcing as an entrepreneur for ten years to 0:19:31.680 --> 0:19:36.560 know engage what works and what doesn't work. And I 0:19:36.600 --> 0:19:43.240 think with these developers, you just you can put little 0:19:43.280 --> 0:19:45.760 experiments in place for them to I guess do, and 0:19:45.800 --> 0:19:49.240 then from there once they kind of give you the 0:19:49.280 --> 0:19:51.600 results they want. But I think the key thing actually 0:19:51.600 --> 0:19:55.840 with developers is the best analogies. If you give them 0:19:56.080 --> 0:19:59.080 a drawing of a car and it has square wheels 0:19:59.080 --> 0:20:02.360 on it, they'll make it car with square wheels. They're 0:20:02.400 --> 0:20:04.640 not gonna tell you, right, So you have to be 0:20:04.960 --> 0:20:08.879 super super specific. You have to speak to them in 0:20:08.960 --> 0:20:12.119 zeros and ones literally, and that's how you get the 0:20:12.160 --> 0:20:14.320 best results from personal experience. 0:20:14.880 --> 0:20:18.240 Now you said something very interesting for the watch time. Yeah, 0:20:18.400 --> 0:20:19.640 so obviously a lot of. 0:20:19.560 --> 0:20:23.320 People consuming on YouTube, So I wonder what that looks 0:20:23.400 --> 0:20:25.879 like from your end, because having a watch time of. 0:20:25.960 --> 0:20:29.040 Eight hours, you know, for ad dollars. 0:20:29.119 --> 0:20:30.680 It makes a lot of sense to put a lot 0:20:30.680 --> 0:20:33.840 of ads in that spaces of those videos. So how 0:20:34.200 --> 0:20:36.600 is that for you guys as far as just revenue 0:20:36.600 --> 0:20:37.960 from just ads on YouTube? 0:20:39.200 --> 0:20:42.240 So in terms of sorry can you rephrase? 0:20:42.400 --> 0:20:45.240 Like, so obviously when you have a watch time of 0:20:45.440 --> 0:20:47.240 over eight hours, even like if you have to watch 0:20:47.320 --> 0:20:49.800 home over eight minutes, you can generate revenue from that. 0:20:50.000 --> 0:20:52.120 Yeah. Yeah, so is YouTube one. 0:20:52.000 --> 0:20:54.679 Of those main generating sources of income for the company 0:20:54.920 --> 0:20:56.360 because the watch time is so long. 0:20:57.200 --> 0:20:59.360 Yeah, YouTube is one of the main sources. That's right. 0:20:59.440 --> 0:21:06.200 But I think YouTube obviously automatically places mid rolls when 0:21:06.520 --> 0:21:09.400 the user is going to be likely the most engaged, 0:21:09.960 --> 0:21:13.840 so that just takes care of everything. But you know, yeah, 0:21:13.880 --> 0:21:16.959 as a result I watched time. It is insane, Like 0:21:17.440 --> 0:21:20.880 I think it's a one hundred and fifty five million 0:21:22.000 --> 0:21:23.920 hours in one year. 0:21:25.080 --> 0:21:28.679 Wow, who's your competition? Do you have competition in the space? 0:21:31.320 --> 0:21:32.160 Maybe it's very. 0:21:32.119 --> 0:21:35.520 Very small competition. But for us, I think what we 0:21:35.640 --> 0:21:38.840