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- How to build a physical product business.
Read time: 4 minutes
Hey there, J here.
Business Lesson - How to build a physical product business.
I made a cheeky post last week on X/Twitter on how all the "growth coaches" can build a real business using their audience, but besides the cheeky parts, I actually think it's a very solid framework for anyone who wants to build a physical product business.
I decided to edit it and share it with you this week as a serious document.
*The success level will vary based on the audience/reach you have on your social media channels, but it can be executed even with a smaller audience. Your audience will also grow while doing this as an additional benefit.
Here is what you do.
Make a list of products that annoy you in life, or you think could be improved greatly.
Pro tip.
Choose products that don't have sizes.
As someone who's also running an apparel brand, you don't want to produce different sizes or deal with returns because of fit.
Think snacks, pillowcases, cable bundles, adapters, water jugs, hats, towels, candle holders, phone cases, tables, a vacuum for tall people, etc.
Can be anything, get creative.
So...
Now you have a list of products that have no sizes, don't need to be tried on, and can be bought with as little friction as possible in an e-commerce context.
Next step.
Share that list as a poll with your audience, announcing that you're starting a business and would appreciate their input.
If there's a clear poll winner, tunnel vision that like your financial life depended on it.
If there isn't, look for common replies, ideas, and suggestions in the comments.
Once you have the product down it's time to start looking for suppliers.
Unless you're Chinese, don't look for suppliers in China.
Help your local economy and focus on quality like your financial life depended on it.
Again...
Because it does.
There are so many skilled local manufacturers out there looking for great people to work with.
Since you have no experience, use their expertise, rely on it, and build long-term relationships.
The following is key.
Document the whole process.
Your content now becomes 50% product development.
Use your audience and ask for their input on every single detail.
Color, shape, material, logo, pricing, marketing ideas, branding, etc.
Make them part of the team.
They will be your free marketing department after that.
Document the whole process from ideation to manufacturing.
OK.
By now you'll have your first samples.
Depending on the price, make a post about them and give them away.
If the product is cheaper, give it to as many followers as you can afford.
If it's more expensive, run a giveaway and give it to the lucky ones.
Send them out.
Once peeps get it, feedback will start coming in.
Take all the feedback, make adjustments, and improve the product to be the best it can be for v1.
Time to launch.
Go over to Shopify, use a free theme, add in the branding that was agreed upon by the group, and upload your products.
Ask some designers, copywriters, and CRO friends to help you optimize your store.
Doesn't need to be perfect, we'll keep improving it as we go along.
(if you need any e-com support at that point, email me)
Our ecom HQ is ready.
Set up an affiliate program for your followers.
Announce it and give a referral link to all the peeps who want one.
Be generous on the %, think long-term.
We ready to launch.
Make the launch post.
Months of anticipation and emotional investment from your audience will crescendo into a big sales day.
Thank the "build in public" concept.
After the initial dopamine hit, much like a viral post, it will calm down.
However, if you and your audience did your job at this point referrals will start coming in.
Word of mouth will start spreading.
Boom, we got a real business.
No $ spent on ads so far.
Once we get some data that the product sells itself, it's time to reinvest most profits into paid ads.
Hold off profits, think long-term.
From there, start collecting more feedback and testimonials and start working on v2 with the manufacturers taking on all the feedback making the product even better.
Your audience size in the beginning + referrals + word of mouth are enough for it to catch fire in the beginning.
That combined with some ad fuel will take your business to a substantial size.
Take that to 1M per year.
After that, I wouldn't be the authority you want to listen to.
Yet...
For that, check out some of Hormozi's stuff.
Have a great one!
Julian
Here are some ways I can help you:
Digitize Your Knowledge: A FREE guide based on my process and tools used to create and launch 3 successful products. A complete video walkthrough, from ideation to ready-to-launch digital product.
Digital Product Empire with Shopify: A FREE guide on how to start selling your digital products on the world's most advanced e-com platform in 30 minutes.
Launch on X (Twitter): A FREE guide to make your next product launch on X (Twitter) massive.
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