1 00:00:01,199 --> 00:00:04,960 Would you lock yourself in your office 2 00:00:02,879 --> 00:00:09,319 and refuse to leave until your company 3 00:00:04,960 --> 00:00:09,318 hit 1,000 new customers? 4 00:00:09,519 --> 00:00:12,638 How many nights you think you'd last? 5 00:00:11,119 --> 00:00:15,599 >> There we go. That looks nice. 6 00:00:12,638 --> 00:00:18,320 >> And if every night was worth $40,000 in 7 00:00:15,599 --> 00:00:21,039 revenue, when would you finally go home? 8 00:00:18,320 --> 00:00:23,118 That's exactly what Arjun Maha did. He's 9 00:00:21,039 --> 00:00:25,199 the CEO of Doula, a company that helps 10 00:00:23,118 --> 00:00:26,480 anyone start an LLC and handle all the 11 00:00:25,199 --> 00:00:28,480 other messy stuff that comes with 12 00:00:26,480 --> 00:00:31,920 running a business. how many days will 13 00:00:28,480 --> 00:00:34,320 it take to form 1,000 LLC's? 14 00:00:31,920 --> 00:00:36,880 >> And for 23 days straight, he worked, 15 00:00:34,320 --> 00:00:38,878 ate, and slept inside his New York City 16 00:00:36,880 --> 00:00:41,200 office. While his mission was simple, 17 00:00:38,878 --> 00:00:43,679 form 10,000 LLC's before he could go 18 00:00:41,200 --> 00:00:45,760 home, the results were staggering. 19 00:00:43,679 --> 00:00:50,000 >> 64. We're cooking 20 00:00:45,759 --> 00:00:53,119 >> $1 million in revenue in just 3 weeks. 21 00:00:50,000 --> 00:00:55,759 So, this doesn't look very long, but I 22 00:00:53,119 --> 00:00:57,359 guess it is. Yeah. And in this video, 23 00:00:55,759 --> 00:00:58,878 we're breaking down exactly how he 24 00:00:57,359 --> 00:01:00,640 pulled it off. From the founder mindset 25 00:00:58,878 --> 00:01:02,718 that keeps him motivated to the business 26 00:01:00,640 --> 00:01:04,879 model that turns Doula's website traffic 27 00:01:02,719 --> 00:01:06,879 into real paying customers. Now, 28 00:01:04,879 --> 00:01:08,960 originally, I was supposed to join him, 29 00:01:06,879 --> 00:01:11,039 move into his office for 24 hours, and 30 00:01:08,959 --> 00:01:14,319 see if I could survive this challenge, 31 00:01:11,040 --> 00:01:16,400 but then I got this message. So, for 32 00:01:14,319 --> 00:01:18,719 Arjun, that means he finally gets to go 33 00:01:16,400 --> 00:01:21,759 home tonight. And for me, I guess I 34 00:01:18,719 --> 00:01:23,679 won't be needing this. But I made the 35 00:01:21,759 --> 00:01:25,519 best of it anyway. I sat down with Arjun 36 00:01:23,680 --> 00:01:27,840 for a full day to learn what makes Doula 37 00:01:25,519 --> 00:01:29,679 successful and yes, grill him on how 38 00:01:27,840 --> 00:01:31,118 many times he fell off the futon. 39 00:01:29,680 --> 00:01:32,479 >> Twice in 23 days. 40 00:01:31,118 --> 00:01:36,719 >> Wow. All right. Now that you have all 41 00:01:32,478 --> 00:01:37,920 that information, let's dive into it. 42 00:01:36,719 --> 00:01:39,519 >> There's some restriction against 43 00:01:37,920 --> 00:01:40,159 actually living in the office. 44 00:01:39,519 --> 00:01:42,560 >> Really? 45 00:01:40,159 --> 00:01:43,680 >> There might be. Turns out it's a bit of 46 00:01:42,560 --> 00:01:45,920 a gray area. 47 00:01:43,680 --> 00:01:47,920 >> So, tell us what Doula is. 48 00:01:45,920 --> 00:01:50,320 >> We're a business in a box for LLC's, 49 00:01:47,920 --> 00:01:51,920 LLC, bookkeeping, taxes, e-commerce 50 00:01:50,319 --> 00:01:54,000 analytics, all in one place. The idea 51 00:01:51,920 --> 00:01:55,680 for Doula came from a failure. Arjun's 52 00:01:54,000 --> 00:01:57,118 first startup died under the weight of 53 00:01:55,680 --> 00:01:59,759 administrative work and he ended up 54 00:01:57,118 --> 00:02:01,680 losing $30,000 in legal and accounting 55 00:01:59,759 --> 00:02:03,599 fees. That's when he realized the killer 56 00:02:01,680 --> 00:02:05,840 wasn't his idea or his effort. It was 57 00:02:03,599 --> 00:02:08,159 wasting time on all the extra steps. 58 00:02:05,840 --> 00:02:09,840 >> But the thing that ate me the most was 59 00:02:08,159 --> 00:02:11,280 what if I didn't waste time on all that 60 00:02:09,840 --> 00:02:13,280 other stuff? Maybe the company could 61 00:02:11,280 --> 00:02:14,719 have worked. And then what I wanted was, 62 00:02:13,280 --> 00:02:15,520 you know, the Staples easy button. 63 00:02:14,719 --> 00:02:17,199 >> That was easy. 64 00:02:15,520 --> 00:02:19,520 >> Like that was easy. I wanted that for a 65 00:02:17,199 --> 00:02:20,639 company. Start it. your bank accounts 66 00:02:19,520 --> 00:02:22,000 connected, your payments, your 67 00:02:20,639 --> 00:02:22,318 bookkeeping, your taxes, all in one 68 00:02:22,000 --> 00:02:24,400 place. 69 00:02:22,318 --> 00:02:25,919 >> So, how many companies have you helped 70 00:02:24,400 --> 00:02:28,480 form LLC's for today? 71 00:02:25,919 --> 00:02:29,039 >> We've done over 10,000 from over 175 72 00:02:28,479 --> 00:02:30,959 countries. 73 00:02:29,039 --> 00:02:32,799 >> Okay, so Duel launched in 2020, which 74 00:02:30,959 --> 00:02:35,360 means if we do the math, we can average 75 00:02:32,800 --> 00:02:37,519 that to about 2,000 LLC's a year. So, 76 00:02:35,360 --> 00:02:39,519 getting 1,000 new customers in just 23 77 00:02:37,519 --> 00:02:42,080 days meant Arjun pulled off about 6 78 00:02:39,519 --> 00:02:44,080 months worth of growth in just over 3 79 00:02:42,080 --> 00:02:45,840 weeks, unlocking a whole new level of 80 00:02:44,080 --> 00:02:47,200 momentum for his business. That line I 81 00:02:45,840 --> 00:02:48,640 say every single week is talent is 82 00:02:47,199 --> 00:02:50,479 everywhere but opportunity isn't. 83 00:02:48,639 --> 00:02:52,238 >> So from a failed startup to helping over 84 00:02:50,479 --> 00:02:54,079 10,000 entrepreneurs launch their 85 00:02:52,239 --> 00:02:55,680 companies, Arjun's goal is to one day 86 00:02:54,080 --> 00:02:57,920 reach a billion founders. 87 00:02:55,680 --> 00:02:58,319 >> Do you have an LLC? 88 00:02:57,919 --> 00:02:59,280 >> No. 89 00:02:58,318 --> 00:03:00,479 >> Not yet. 90 00:02:59,280 --> 00:03:02,400 >> Not yet. Maybe after today. 91 00:03:00,479 --> 00:03:03,759 >> Do you have an 92 00:03:02,400 --> 00:03:05,280 >> If you were to start a business, what's 93 00:03:03,759 --> 00:03:07,439 like that crazy idea you've never told 94 00:03:05,280 --> 00:03:10,080 anyone and now you can say it? 95 00:03:07,439 --> 00:03:12,400 >> My god. Um 96 00:03:10,080 --> 00:03:13,760 I don't even know. I'll think about it. 97 00:03:12,400 --> 00:03:15,439 >> Okay. 98 00:03:13,759 --> 00:03:19,039 Um, can we get a tour? 99 00:03:15,439 --> 00:03:20,719 >> Yes. The typical actual day is I'll come 100 00:03:19,039 --> 00:03:22,799 in. I have a work phone and I have a 101 00:03:20,719 --> 00:03:24,639 personal phone. I keep them over here. 102 00:03:22,800 --> 00:03:26,080 Even just having my phones here versus 103 00:03:24,639 --> 00:03:27,279 over on my desk. I don't touch them 104 00:03:26,080 --> 00:03:28,719 during the day cuz it's just enough 105 00:03:27,280 --> 00:03:30,640 friction. I took everyone's phones at 106 00:03:28,719 --> 00:03:32,000 10:30. We put them in a bag. No phones 107 00:03:30,639 --> 00:03:34,079 during lunch, too. I taught everyone 108 00:03:32,000 --> 00:03:35,039 about attention residue, which is if you 109 00:03:34,080 --> 00:03:36,319 look at your phone or look at something 110 00:03:35,039 --> 00:03:38,079 else, it lingers in your mind. So, we 111 00:03:36,318 --> 00:03:39,280 went no phones. But, uh, that's like the 112 00:03:38,080 --> 00:03:40,959 first hack is I'll literally just leave 113 00:03:39,280 --> 00:03:43,360 my phones in here so that I don't touch 114 00:03:40,959 --> 00:03:45,039 them during the day. This is the futon 115 00:03:43,360 --> 00:03:47,120 bed which is now assembled. 116 00:03:45,039 --> 00:03:48,959 >> And after 3 weeks, he got his futon 117 00:03:47,120 --> 00:03:52,080 making skills down to a science. 118 00:03:48,959 --> 00:03:55,598 >> Time to make bed. Ready, set, go. 26 119 00:03:52,080 --> 00:03:58,719 seconds. 12 seconds. 23 seconds. 21 120 00:03:55,598 --> 00:04:00,560 seconds. This is the orange room, we 121 00:03:58,719 --> 00:04:03,598 call it, cuz of orange chairs. We will 122 00:04:00,560 --> 00:04:04,318 use this for team lunches and if there's 123 00:04:03,598 --> 00:04:06,079 meetings, too. 124 00:04:04,318 --> 00:04:07,759 >> Oh, and if at any point during the video 125 00:04:06,080 --> 00:04:09,519 you're wondering, "Hey, Payton, why are 126 00:04:07,759 --> 00:04:11,919 there no other employees at the office? 127 00:04:09,519 --> 00:04:13,840 Where is everybody? It's a holiday 128 00:04:11,919 --> 00:04:15,359 today. We are hybrid. So folks in New 129 00:04:13,840 --> 00:04:16,959 York come in Tuesdays and Wednesdays. 130 00:04:15,360 --> 00:04:17,680 >> And how many people work out of this 131 00:04:16,959 --> 00:04:20,079 office? 132 00:04:17,680 --> 00:04:23,120 >> In this office, there are usually on a 133 00:04:20,079 --> 00:04:26,960 given week 5 to seven people. There are 134 00:04:23,120 --> 00:04:28,560 over 70 total. Then this room where we 135 00:04:26,959 --> 00:04:30,478 >> This is where the YouTube magic happens, 136 00:04:28,560 --> 00:04:32,000 >> right? This is where we can record 137 00:04:30,478 --> 00:04:34,639 educational content, which goes on the 138 00:04:32,000 --> 00:04:35,918 Doula channel. And then 139 00:04:34,639 --> 00:04:38,160 um there's this coffee machine, then the 140 00:04:35,918 --> 00:04:39,519 espresso machine here. And then in the 141 00:04:38,160 --> 00:04:40,960 morning, what I'll do is I'll literally 142 00:04:39,519 --> 00:04:42,560 just make that shake there. I just keep 143 00:04:40,959 --> 00:04:44,000 a stack of paper here. LinkedIn, you can 144 00:04:42,560 --> 00:04:45,600 see people's birthdays. We actually do 145 00:04:44,000 --> 00:04:46,800 this. We'll wish people happy birthday, 146 00:04:45,600 --> 00:04:48,160 but then I'll actually ask people like, 147 00:04:46,800 --> 00:04:49,759 "Hey, like I'll I want to send you 148 00:04:48,160 --> 00:04:50,800 something." And not everyone responds, 149 00:04:49,759 --> 00:04:52,080 but I'll just write like a little 150 00:04:50,800 --> 00:04:54,319 handwritten note and we'll send it to 151 00:04:52,079 --> 00:04:54,800 them. And um I'll give them an LLC for 152 00:04:54,319 --> 00:04:56,399 their birthday. 153 00:04:54,800 --> 00:04:57,120 >> Who is this going to? Employees or just 154 00:04:56,399 --> 00:04:58,799 like anybody? 155 00:04:57,120 --> 00:05:00,639 >> Could be anyone. Anyone. It's like 156 00:04:58,800 --> 00:05:03,360 anyone I'm connected with. So, 157 00:05:00,639 --> 00:05:05,199 >> and guess what? He means anyone. A few 158 00:05:03,360 --> 00:05:07,120 weeks after I visited, I actually got a 159 00:05:05,199 --> 00:05:09,360 LinkedIn DM and a birthday card from 160 00:05:07,120 --> 00:05:11,439 Arjun with a free LLC inside, which 161 00:05:09,360 --> 00:05:13,199 means I have no excuse to not start my 162 00:05:11,439 --> 00:05:15,918 own business. I guess I should whip up 163 00:05:13,199 --> 00:05:18,240 an LLC and see how Doula actually works. 164 00:05:15,918 --> 00:05:21,198 All right, so I'm about to log into 165 00:05:18,240 --> 00:05:23,840 doula.com to create my free LLC that 166 00:05:21,199 --> 00:05:26,080 Arjun gifted me. So I'm going to log in 167 00:05:23,839 --> 00:05:28,719 here and click create free account. Just 168 00:05:26,079 --> 00:05:31,519 start typing in my information. Which 169 00:05:28,720 --> 00:05:33,759 country do you reside in? United States. 170 00:05:31,519 --> 00:05:36,560 What kind of business are you building? 171 00:05:33,759 --> 00:05:38,080 What is your desired company name? I 172 00:05:36,560 --> 00:05:40,319 don't know. I didn't think this one 173 00:05:38,079 --> 00:05:42,719 through. 174 00:05:40,319 --> 00:05:43,918 Pack Productions. 175 00:05:42,720 --> 00:05:47,280 Which state do you want to form your 176 00:05:43,918 --> 00:05:48,639 business in? New Jersey. For today, I'm 177 00:05:47,279 --> 00:05:50,799 going to go with the starter plan 178 00:05:48,639 --> 00:05:53,199 because that's where I want to start and 179 00:05:50,800 --> 00:05:54,879 that's also what Arjun gifted me an LLC 180 00:05:53,199 --> 00:05:56,960 for. All right. Here, I'm going to add 181 00:05:54,879 --> 00:05:58,959 in my code. Usually, you would just go 182 00:05:56,959 --> 00:06:00,879 and pay and there you go. I have a free 183 00:05:58,959 --> 00:06:03,599 LLC. The only thing you would have to do 184 00:06:00,879 --> 00:06:04,879 is pay for the state that you reside in. 185 00:06:03,600 --> 00:06:07,039 And every state is a little bit 186 00:06:04,879 --> 00:06:09,680 different. But for the sake of this, I 187 00:06:07,038 --> 00:06:12,079 live in New Jersey. And now we just keep 188 00:06:09,680 --> 00:06:13,840 moving forward. All right, we're done. 189 00:06:12,079 --> 00:06:14,478 It was as simple as that. Thanks, 190 00:06:13,839 --> 00:06:17,198 Arjent. 191 00:06:14,478 --> 00:06:19,038 >> And then after that, the thing which I 192 00:06:17,199 --> 00:06:21,680 do at the pre the end of the previous 193 00:06:19,038 --> 00:06:23,120 day is I go through my task list and I 194 00:06:21,680 --> 00:06:24,478 already know what I want to work on. I 195 00:06:23,120 --> 00:06:26,000 usually do this is I'll go to sleep in 196 00:06:24,478 --> 00:06:27,199 my workout clothes. So like when I wake 197 00:06:26,000 --> 00:06:29,519 up, I just don't have to think about 198 00:06:27,199 --> 00:06:31,120 anything. Um, same way here for work. I 199 00:06:29,519 --> 00:06:32,399 know exactly what tasks, like at least 200 00:06:31,120 --> 00:06:34,000 the first couple of tasks I want to 201 00:06:32,399 --> 00:06:35,519 start working on and then I can hit the 202 00:06:34,000 --> 00:06:36,959 desk right away there. Or I've looked at 203 00:06:35,519 --> 00:06:38,159 my calendar the night before. So today I 204 00:06:36,959 --> 00:06:39,439 knew I had two interviews and can jump 205 00:06:38,160 --> 00:06:41,199 right into that. All right. Do you want 206 00:06:39,439 --> 00:06:42,560 to make a shake or we can use the Ninja 207 00:06:41,199 --> 00:06:43,360 Creamy for protein ice cream? 208 00:06:42,560 --> 00:06:44,160 >> Let's do a shake. 209 00:06:43,360 --> 00:06:45,520 >> Shake. Okay. 210 00:06:44,160 --> 00:06:47,039 >> Within the first 10 minutes of meeting 211 00:06:45,519 --> 00:06:48,719 Arjun, it was obvious that his 212 00:06:47,038 --> 00:06:50,159 discipline and routine aren't just 213 00:06:48,720 --> 00:06:51,520 personal quirks. They're part of what 214 00:06:50,160 --> 00:06:53,120 makes Doula successful. 215 00:06:51,519 --> 00:06:55,120 >> Press it once. and he shares that 216 00:06:53,120 --> 00:06:56,639 mindset with his team, shaping a culture 217 00:06:55,120 --> 00:06:57,360 that's built around focus and 218 00:06:56,639 --> 00:06:58,319 consistency. 219 00:06:57,360 --> 00:06:58,479 >> Does it actually taste good? What do you 220 00:06:58,319 --> 00:07:00,000 think? 221 00:06:58,478 --> 00:07:00,959 >> Yeah. No, I think it tastes good. I 222 00:07:00,000 --> 00:07:02,639 taste the peanut butter. I 223 00:07:00,959 --> 00:07:04,239 >> I think it's really good. Now, I I have 224 00:07:02,639 --> 00:07:06,960 an interview in 3 minutes. So, what I'll 225 00:07:04,240 --> 00:07:08,240 I'll do is when no one's in the office, 226 00:07:06,959 --> 00:07:09,598 sometimes I'll just do the interviews 227 00:07:08,240 --> 00:07:11,038 from here. I'll probably just do that 228 00:07:09,598 --> 00:07:13,279 here. The way we run the interview 229 00:07:11,038 --> 00:07:15,839 process, it's actually fully based off 230 00:07:13,279 --> 00:07:17,758 of this is the best book on hiring I've 231 00:07:15,839 --> 00:07:19,038 read. We took the entire book. That's 232 00:07:17,759 --> 00:07:20,720 what we just based our entire hiring 233 00:07:19,038 --> 00:07:22,240 process off of. So, the interview I do 234 00:07:20,720 --> 00:07:23,520 is the fin it's a focus interview, but 235 00:07:22,240 --> 00:07:26,240 it's the final round sort of culture 236 00:07:23,519 --> 00:07:27,439 fit. My plan is to do a final round for 237 00:07:26,240 --> 00:07:29,598 every single person. 238 00:07:27,439 --> 00:07:31,439 >> I have a 5:30 a.m. interview tomorrow. 239 00:07:29,598 --> 00:07:33,839 Is there's a candidate in Europe who 240 00:07:31,439 --> 00:07:36,719 we're interviewing. So, I offered slots 241 00:07:33,839 --> 00:07:36,959 as early as I'd be up. So, 5:30 to 10:30 242 00:07:36,720 --> 00:07:38,160 a.m. 243 00:07:36,959 --> 00:07:39,120 >> I did an interview on Tuesday. At the 244 00:07:38,160 --> 00:07:40,720 end, I asked, "Do you have any 245 00:07:39,120 --> 00:07:43,038 questions?" And the candidate said, 246 00:07:40,720 --> 00:07:44,560 "How's your futon?" So, they they've 247 00:07:43,038 --> 00:07:45,360 been they've been watching the 248 00:07:44,560 --> 00:07:46,800 challenge, too. 249 00:07:45,360 --> 00:07:48,479 >> That's when I started to realize this 250 00:07:46,800 --> 00:07:50,879 wasn't just a personal experiment. It 251 00:07:48,478 --> 00:07:52,719 was a tactical business strategy. By 252 00:07:50,879 --> 00:07:54,560 vlogging the challenge every day, Arjun 253 00:07:52,720 --> 00:07:56,560 was creating a story that no one else 254 00:07:54,560 --> 00:07:58,800 can replicate. And it was doing more 255 00:07:56,560 --> 00:08:00,959 than just bringing in customers. It was 256 00:07:58,800 --> 00:08:02,319 attracting investors and new hires who 257 00:08:00,959 --> 00:08:03,598 wanted to be a part of the company. 258 00:08:02,319 --> 00:08:05,280 >> They've just learned so much about your 259 00:08:03,598 --> 00:08:06,639 personality, what the company's doing. 260 00:08:05,279 --> 00:08:07,918 They see the challenge and they're like, 261 00:08:06,639 --> 00:08:10,400 "Wow, this seems like a cool place where 262 00:08:07,918 --> 00:08:12,478 I'd like to work." So, 50 on day one, 263 00:08:10,399 --> 00:08:14,159 950 remaining, and then we'll we'll add 264 00:08:12,478 --> 00:08:16,639 the count here as we go. Hey, how's it 265 00:08:14,160 --> 00:08:18,400 going? Fantastic. Great to meet you. 266 00:08:16,639 --> 00:08:20,319 Very first question, you could work 267 00:08:18,399 --> 00:08:22,478 anywhere in the world. Uh, any type of 268 00:08:20,319 --> 00:08:24,000 company, tech, could be outside of tech. 269 00:08:22,478 --> 00:08:25,439 Why would you want to work at Doula 270 00:08:24,000 --> 00:08:27,120 versus anything you could be doing? 271 00:08:25,439 --> 00:08:28,959 >> I was taking notes on Arjun's interview 272 00:08:27,120 --> 00:08:30,639 process and there was one specific 273 00:08:28,959 --> 00:08:33,199 question that blew my mind. 274 00:08:30,639 --> 00:08:35,759 >> Let's say we do the debrief and we come 275 00:08:33,200 --> 00:08:37,599 back and we say, "Hey, Criselle, we 276 00:08:35,759 --> 00:08:39,439 thought there was a good fit, but not a 277 00:08:37,599 --> 00:08:40,320 great fit. Why do you think that might 278 00:08:39,440 --> 00:08:41,919 be the case?" 279 00:08:40,320 --> 00:08:44,080 >> Once the interview is over, I 280 00:08:41,918 --> 00:08:45,759 immediately needed to know why he asked 281 00:08:44,080 --> 00:08:49,040 that. The goal of that question is 282 00:08:45,759 --> 00:08:50,480 actually to one see if people can be 283 00:08:49,039 --> 00:08:52,319 critical about themselves because no 284 00:08:50,480 --> 00:08:53,600 one's a perfect fit. So it's actually a 285 00:08:52,320 --> 00:08:55,200 check on if someone's like there's 286 00:08:53,600 --> 00:08:56,240 nothing wrong like there's zero that's a 287 00:08:55,200 --> 00:08:56,560 bit of a red flag. 288 00:08:56,240 --> 00:08:58,720 >> Yeah. 289 00:08:56,559 --> 00:09:00,399 >> Um it also gives them a chance to 290 00:08:58,720 --> 00:09:01,200 directly address what might not be a 291 00:09:00,399 --> 00:09:03,200 good fit. 292 00:09:01,200 --> 00:09:05,519 >> Uh so we can address it up front. So 293 00:09:03,200 --> 00:09:08,000 >> yeah, that was a good question. 294 00:09:05,519 --> 00:09:10,399 >> Okay. What a morning we're cooking. One 295 00:09:08,000 --> 00:09:12,000 of my morning commentaries to myself was 296 00:09:10,399 --> 00:09:13,679 I think that just because it's a holiday 297 00:09:12,000 --> 00:09:15,278 doesn't mean you don't have to work or 298 00:09:13,679 --> 00:09:16,559 you can work. But then also the opposite 299 00:09:15,278 --> 00:09:18,399 goes just because it's a work day 300 00:09:16,559 --> 00:09:18,879 doesn't mean you can't rest and recover 301 00:09:18,399 --> 00:09:20,799 too. 302 00:09:18,879 --> 00:09:21,120 >> On the weekends I I like to do the same 303 00:09:20,799 --> 00:09:22,958 thing. 304 00:09:21,120 --> 00:09:24,959 >> It became clear to me that weekends and 305 00:09:22,958 --> 00:09:26,639 holidays don't change much for Arjun. 306 00:09:24,958 --> 00:09:28,639 While I'll use Saturday and Sundays to 307 00:09:26,639 --> 00:09:31,199 ride on my couch and binge Netflix, 308 00:09:28,639 --> 00:09:33,278 Arjun is still working. His mindset is 309 00:09:31,200 --> 00:09:35,040 simple. If you love the work you do, you 310 00:09:33,278 --> 00:09:36,639 don't need to live for Friday. And that 311 00:09:35,039 --> 00:09:38,079 shaped how he approached every single 312 00:09:36,639 --> 00:09:40,080 day of this challenge. 313 00:09:38,080 --> 00:09:42,080 >> I never want to. One of my life goals is 314 00:09:40,080 --> 00:09:43,440 I never want to live for the weekend. 315 00:09:42,080 --> 00:09:44,879 That sounds It sounds kind of miserable 316 00:09:43,440 --> 00:09:46,480 if I have to just wait till Saturday to 317 00:09:44,879 --> 00:09:48,559 enjoy. Like no, I'll do that on a 318 00:09:46,480 --> 00:09:51,120 Tuesday. So someone started on Fridays 319 00:09:48,559 --> 00:09:54,239 in our random channel. And it is cess 2 320 00:09:51,120 --> 00:09:55,919 Brazilian slang. Sex t o for it's 321 00:09:54,240 --> 00:09:57,039 Friday. Let's go. Although again, every 322 00:09:55,919 --> 00:09:58,559 day of the week should be on Friday. 323 00:09:57,039 --> 00:09:59,919 They started posting on Friday and I was 324 00:09:58,559 --> 00:10:01,278 like that's awesome, but we shouldn't 325 00:09:59,919 --> 00:10:02,799 have to wait till Friday. So, I found 326 00:10:01,278 --> 00:10:03,919 the equivalent for Tuesday and then I 327 00:10:02,799 --> 00:10:05,519 started posting it on Tuesday. 328 00:10:03,919 --> 00:10:06,879 >> As I was coming back, I was thinking one 329 00:10:05,519 --> 00:10:08,799 thing. I know there's going to be 330 00:10:06,879 --> 00:10:10,399 questions of, "Oh, if you weren't 331 00:10:08,799 --> 00:10:12,719 filming this, would you actually on a 332 00:10:10,399 --> 00:10:15,440 Friday be sleeping?" You can ask my 333 00:10:12,720 --> 00:10:16,560 friends. The answer is most likely yes. 334 00:10:15,440 --> 00:10:19,360 >> Tell us a little bit about why you 335 00:10:16,559 --> 00:10:20,479 decided to do the 1,00 LLC challenge. 336 00:10:19,360 --> 00:10:22,320 >> I think one day I was just on the 337 00:10:20,480 --> 00:10:24,000 stairstepper in the morning and I tend 338 00:10:22,320 --> 00:10:26,160 to just get good ideas then because I 339 00:10:24,000 --> 00:10:28,879 guess I'm moving. The idea was what is 340 00:10:26,159 --> 00:10:30,719 something we could put out that's so 341 00:10:28,879 --> 00:10:33,439 unique to Doula no one else can do 342 00:10:30,720 --> 00:10:34,079 >> and now we'll finish off with the 5-year 343 00:10:33,440 --> 00:10:36,240 journal 344 00:10:34,078 --> 00:10:38,239 >> I thought could be content which has 345 00:10:36,240 --> 00:10:40,159 viral top ofunnel potential I thought it 346 00:10:38,240 --> 00:10:42,079 was something which I could do now like 347 00:10:40,159 --> 00:10:44,078 it'll just get harder to do this in the 348 00:10:42,078 --> 00:10:46,958 future like I don't know if I had a pet 349 00:10:44,078 --> 00:10:48,799 or kids like if you it's maybe not 350 00:10:46,958 --> 00:10:50,479 impossible to like very much harder to 351 00:10:48,799 --> 00:10:51,679 do that then showed some of the team 352 00:10:50,480 --> 00:10:53,039 some footage and they were like oh damn 353 00:10:51,679 --> 00:10:53,519 this is we can actually turn this into 354 00:10:53,039 --> 00:10:54,958 something 355 00:10:53,519 --> 00:10:57,839 >> was it harder or easier easier than you 356 00:10:54,958 --> 00:11:00,319 expected. 357 00:10:57,839 --> 00:11:02,800 >> It was easier than I expected. Most of 358 00:11:00,320 --> 00:11:04,800 my days before this were very similar. 359 00:11:02,799 --> 00:11:06,559 The only difference is at the end of the 360 00:11:04,799 --> 00:11:08,078 day, I would do the same, I don't know, 361 00:11:06,559 --> 00:11:09,759 brush my teeth, wash my face that I do 362 00:11:08,078 --> 00:11:11,439 at home, and go to sleep. And then when 363 00:11:09,759 --> 00:11:13,278 I wake up, I would do the same things 364 00:11:11,440 --> 00:11:14,240 I'm doing here, just at home in a 365 00:11:13,278 --> 00:11:16,240 smaller place. 366 00:11:14,240 --> 00:11:18,240 >> There's a very good chance, folks, given 367 00:11:16,240 --> 00:11:20,639 the rate that we've seen, we're going 368 00:11:18,240 --> 00:11:22,560 home in less than 4 weeks. 369 00:11:20,639 --> 00:11:24,720 I have tried to structure as much of my 370 00:11:22,559 --> 00:11:26,799 life around the the business working and 371 00:11:24,720 --> 00:11:28,240 like the business success, but the 372 00:11:26,799 --> 00:11:29,919 business to me is again the vehicle. 373 00:11:28,240 --> 00:11:31,680 It's a growth vehicle for us having an 374 00:11:29,919 --> 00:11:36,078 impact, but a growth vehicle for me too. 375 00:11:31,679 --> 00:11:40,399 Well, well, well. The count is 84. So, 376 00:11:36,078 --> 00:11:42,799 that takes us up to -17. It took 23 days 377 00:11:40,399 --> 00:11:44,000 to hit 1,000. The universe saw and said, 378 00:11:42,799 --> 00:11:47,919 "I'm going to help you out and help send 379 00:11:44,000 --> 00:11:50,879 you home." 1,000. Let's go. 380 00:11:47,919 --> 00:11:53,519 >> Okay. So, we did it. 1,000 new LLC's in 381 00:11:50,879 --> 00:11:56,000 just 23 days. Now, the question is, how 382 00:11:53,519 --> 00:11:58,720 does Doula even get customers, let alone 383 00:11:56,000 --> 00:12:00,720 1,000 new ones in just over 3 weeks? 384 00:11:58,720 --> 00:12:02,639 Well, I had Arjun show me. For over an 385 00:12:00,720 --> 00:12:04,160 hour, we sat down as he drew out Doula's 386 00:12:02,639 --> 00:12:06,399 sales funnel and walked me through the 387 00:12:04,159 --> 00:12:08,399 journey of a customer. But this is a lot 388 00:12:06,399 --> 00:12:11,039 and pretty confusing, so I'll make it a 389 00:12:08,399 --> 00:12:12,879 lot more simple. 390 00:12:11,039 --> 00:12:16,159 At the bottom of the funnel, there are 391 00:12:12,879 --> 00:12:18,720 three plans. The starter plan at $297 a 392 00:12:16,159 --> 00:12:20,879 year, which covers just the LLC. Next, 393 00:12:18,720 --> 00:12:23,440 the mid-tier plan at $2,000 a year, 394 00:12:20,879 --> 00:12:25,519 which adds taxes, and the top plan at 395 00:12:23,440 --> 00:12:27,519 $3,000 a year, which also includes 396 00:12:25,519 --> 00:12:30,399 bookkeeping. About 80% of people start 397 00:12:27,519 --> 00:12:32,159 at the $297 plan. But as their 398 00:12:30,399 --> 00:12:34,159 businesses grow, they realize it's 399 00:12:32,159 --> 00:12:35,919 easier to let Doula handle taxes and 400 00:12:34,159 --> 00:12:38,319 bookkeeping, too. So, they upgrade their 401 00:12:35,919 --> 00:12:40,719 plan later on. Now, let's move up the 402 00:12:38,320 --> 00:12:42,959 funnel. At the very top, the TAM is 403 00:12:40,720 --> 00:12:46,079 huge. Anyone with an internet 404 00:12:42,958 --> 00:12:48,078 connection. That's 4 billion people. But 405 00:12:46,078 --> 00:12:50,239 in reality, only about 5 million people 406 00:12:48,078 --> 00:12:52,239 a year are actively starting or planning 407 00:12:50,240 --> 00:12:54,560 to start a business. And those people 408 00:12:52,240 --> 00:12:56,560 are entering the funnel in three ways. 409 00:12:54,559 --> 00:12:58,638 Searching online, stopping their scroll 410 00:12:56,559 --> 00:13:00,319 on content, and hearing about Doula from 411 00:12:58,639 --> 00:13:02,480 someone in their network. And Doula 412 00:13:00,320 --> 00:13:04,959 turns those moments into customers 413 00:13:02,480 --> 00:13:07,120 through three main channels. One, paid 414 00:13:04,958 --> 00:13:09,679 search on Google. If you type start an 415 00:13:07,120 --> 00:13:12,000 LLC, Doula is bidding for a top ad spot 416 00:13:09,679 --> 00:13:14,319 that leads to their site. Two, referrals 417 00:13:12,000 --> 00:13:16,240 and partnerships. For example, an Amazon 418 00:13:14,320 --> 00:13:18,720 FBA YouTuber might send their viewers 419 00:13:16,240 --> 00:13:21,360 directly to Doula. In exchange, partners 420 00:13:18,720 --> 00:13:23,360 earn 50% commission on any plan sold. 421 00:13:21,360 --> 00:13:25,278 All right, let's pause. Doula turned 422 00:13:23,360 --> 00:13:27,440 partnerships from a nice to have into a 423 00:13:25,278 --> 00:13:28,958 core growth driver for their business. 424 00:13:27,440 --> 00:13:30,959 If you want to learn how they built over 425 00:13:28,958 --> 00:13:33,039 2,000 partnerships that generate six 426 00:13:30,958 --> 00:13:34,559 figures for top performers, we have a 427 00:13:33,039 --> 00:13:36,240 bonus video linked in the description 428 00:13:34,559 --> 00:13:38,159 where Arjun breaks down the entire 429 00:13:36,240 --> 00:13:39,360 funnel. He explains why it works, the 430 00:13:38,159 --> 00:13:41,278 commission structure, and the 431 00:13:39,360 --> 00:13:43,440 relationship strategies he uses every 432 00:13:41,278 --> 00:13:45,278 day. Grab it down below. Let's get back 433 00:13:43,440 --> 00:13:47,519 to the video. And finally, word of 434 00:13:45,278 --> 00:13:49,600 mouth. Duela's strongest channel. It 435 00:13:47,519 --> 00:13:51,440 costs nothing. Anyone can create a free 436 00:13:49,600 --> 00:13:53,920 account, get a referral link, and earn 437 00:13:51,440 --> 00:13:55,680 the same 50% commission. Once someone 438 00:13:53,919 --> 00:13:57,838 lands on doula.com, they can either 439 00:13:55,679 --> 00:14:00,159 create a free account instantly or book 440 00:13:57,839 --> 00:14:02,560 a demo with a team member. But only a 441 00:14:00,159 --> 00:14:04,879 small fraction converts. Roughly two out 442 00:14:02,559 --> 00:14:07,759 of every 100 visitors. That meant to 443 00:14:04,879 --> 00:14:10,559 reach 1,000 new LLC's in 23 days, Doula 444 00:14:07,759 --> 00:14:13,198 needed about 50 new daily signups, which 445 00:14:10,559 --> 00:14:15,278 requires about 2,500 people to have 446 00:14:13,198 --> 00:14:17,198 visited the site every single day during 447 00:14:15,278 --> 00:14:19,198 the challenge. According to Arjun, it 448 00:14:17,198 --> 00:14:21,359 was the most LLC's the company has ever 449 00:14:19,198 --> 00:14:23,599 averaged in a month. And when I asked 450 00:14:21,360 --> 00:14:25,278 why it happened, here's what he said. 451 00:14:23,600 --> 00:14:26,399 >> I'd like to think people see the 452 00:14:25,278 --> 00:14:27,838 challenge, they're like, "Oh, that's 453 00:14:26,399 --> 00:14:30,000 cool. I now want to go start my company 454 00:14:27,839 --> 00:14:31,440 with Doula." I think it's it's been too 455 00:14:30,000 --> 00:14:33,278 soon for that feedback loop to really 456 00:14:31,440 --> 00:14:34,160 kick in, but I think the universe saw 457 00:14:33,278 --> 00:14:35,360 we're doing the challenge and said, 458 00:14:34,159 --> 00:14:37,759 "Hey, let's help out here." 459 00:14:35,360 --> 00:14:40,320 >> Now, let's talk about money. Normally, 460 00:14:37,759 --> 00:14:42,078 when customers first sign up, about 80% 461 00:14:40,320 --> 00:14:44,720 choose the starter plan, and the other 462 00:14:42,078 --> 00:14:46,319 20% pick a higher priced plan. If those 463 00:14:44,720 --> 00:14:49,040 numbers had held, Doula would have 464 00:14:46,320 --> 00:14:51,120 generated around $750,000 465 00:14:49,039 --> 00:14:53,278 in revenue. But it just so happened this 466 00:14:51,120 --> 00:14:55,278 time more than 20% of customers went 467 00:14:53,278 --> 00:14:56,879 straight for the premium priced plans. 468 00:14:55,278 --> 00:15:00,879 And that pushed total revenue for the 469 00:14:56,879 --> 00:15:02,639 challenge to just over $1 million. 470 00:15:00,879 --> 00:15:02,958 >> Are you feeling sad that you have to 471 00:15:02,639 --> 00:15:04,079 leave? 472 00:15:02,958 --> 00:15:05,759 >> It's a little bittersweet. 473 00:15:04,078 --> 00:15:07,599 >> Yeah. Well, if you ever do do the 474 00:15:05,759 --> 00:15:08,000 challenge again, make sure to invite me 475 00:15:07,600 --> 00:15:09,519 back. 476 00:15:08,000 --> 00:15:11,519 >> Well, no. We'll manifest this. I think 477 00:15:09,519 --> 00:15:13,278 at some point we will have to do 10,000. 478 00:15:11,519 --> 00:15:15,360 >> It's time to go home. 479 00:15:13,278 --> 00:15:18,159 >> Journal here. Pillow and blanket stay in 480 00:15:15,360 --> 00:15:19,759 there. And I got all my supplements 481 00:15:18,159 --> 00:15:20,639 here. Have you ever used one of these 482 00:15:19,759 --> 00:15:21,198 masks before? 483 00:15:20,639 --> 00:15:24,639 >> Never. 484 00:15:21,198 --> 00:15:27,599 >> We got some good content doing the mask. 485 00:15:24,639 --> 00:15:28,320 Okay, that is 486 00:15:27,600 --> 00:15:30,639 everything. 487 00:15:28,320 --> 00:15:32,639 >> After 3 weeks of sleeping on a futon and 488 00:15:30,639 --> 00:15:34,560 eating protein shakes for breakfast and 489 00:15:32,639 --> 00:15:36,639 dinner, Arjun finally got to go home. 490 00:15:34,559 --> 00:15:37,119 >> We're packing up. So, I decided to tag 491 00:15:36,639 --> 00:15:38,159 along. 492 00:15:37,120 --> 00:15:39,759 >> Moment of truth. 493 00:15:38,159 --> 00:15:40,799 >> Let's see what's inside. Do I leave it a 494 00:15:39,759 --> 00:15:43,360 mess? Did I leave it 495 00:15:40,799 --> 00:15:45,759 >> 23 days later and you're home? 496 00:15:43,360 --> 00:15:49,440 >> And his apartment was nothing like I 497 00:15:45,759 --> 00:15:51,600 expected. It was small. Really small. 498 00:15:49,440 --> 00:15:52,720 >> This is way smaller than what I thought 499 00:15:51,600 --> 00:15:54,560 it was. 500 00:15:52,720 --> 00:15:56,160 I really don't spend much time here, so 501 00:15:54,559 --> 00:15:58,078 I didn't want to spend more than I 502 00:15:56,159 --> 00:16:00,078 really needed to for a bigger apartment. 503 00:15:58,078 --> 00:16:01,679 Could have spent a bit more and get 504 00:16:00,078 --> 00:16:02,799 meaningfully more space, but at the time 505 00:16:01,679 --> 00:16:04,479 I was just like, "This is fine. The 506 00:16:02,799 --> 00:16:06,639 location's really good." And because it 507 00:16:04,480 --> 00:16:08,320 is so small, like when I wake up here, I 508 00:16:06,639 --> 00:16:09,759 just don't really want to lie in bed 509 00:16:08,320 --> 00:16:10,720 >> cuz I I can look up and everything's 510 00:16:09,759 --> 00:16:12,079 just here. It's like, "No, I kind of 511 00:16:10,720 --> 00:16:13,040 want to get out." But then when I come 512 00:16:12,078 --> 00:16:14,319 home, it's nice cuz I'm just like, 513 00:16:13,039 --> 00:16:15,919 "Yeah, I'm tired. I'm going to sleep." 514 00:16:14,320 --> 00:16:18,480 It really is just a place to sleep and 515 00:16:15,919 --> 00:16:20,319 like wake up and then have the 516 00:16:18,480 --> 00:16:22,560 essentials. Standing there in his 517 00:16:20,320 --> 00:16:24,480 apartment, it clicked. Arjun is 518 00:16:22,559 --> 00:16:26,559 intentional with every decision he 519 00:16:24,480 --> 00:16:28,079 makes. I mean, from planning his 520 00:16:26,559 --> 00:16:30,000 mornings the night before to not 521 00:16:28,078 --> 00:16:31,758 touching his phone in the office to not 522 00:16:30,000 --> 00:16:34,078 overspending on an apartment he barely 523 00:16:31,759 --> 00:16:35,839 spends time in. I learned that success 524 00:16:34,078 --> 00:16:37,919 for Arjun isn't about having the 525 00:16:35,839 --> 00:16:40,639 fanciest things. It's about building 526 00:16:37,919 --> 00:16:42,879 systems that make progress inevitable. 527 00:16:40,639 --> 00:16:45,440 And this is just the beginning. I'm 528 00:16:42,879 --> 00:16:47,278 Arjun Mahadavan and this is my 529 00:16:45,440 --> 00:16:49,519 apartment. I have my bed. I have my 530 00:16:47,278 --> 00:16:53,600 kitchen. I have my bathroom right here. 531 00:16:49,519 --> 00:16:56,480 Beautiful little tiny thing. And I have 532 00:16:53,600 --> 00:16:59,360 my scale. There is a nice little balcony 533 00:16:56,480 --> 00:17:01,278 that I have. Small, but it's mighty. 534 00:16:59,360 --> 00:17:02,480 Well, that's all we got time for today. 535 00:17:01,278 --> 00:17:04,880 Thanks for watching this episode of 536 00:17:02,480 --> 00:17:06,798 Stories of Scale. I'm Payton, and I'll 537 00:17:04,880 --> 00:17:09,280 be back soon with more founders, more 538 00:17:06,798 --> 00:17:11,038 stories, and more chaos. All right, 539 00:17:09,279 --> 00:17:12,720 thanks for watching, and uh don't forget 540 00:17:11,038 --> 00:17:14,480 to hit that little button in the corner. 541 00:17:12,720 --> 00:17:17,480 You know what I'm talking about. See 542 00:17:14,480 --> 00:17:17,480 you.