WEBVTT 00:00:01.199 --> 00:00:04.960 Would you lock yourself in your office 00:00:02.879 --> 00:00:09.319 and refuse to leave until your company 00:00:04.960 --> 00:00:09.318 hit 1,000 new customers? 00:00:09.519 --> 00:00:12.638 How many nights you think you'd last? 00:00:11.119 --> 00:00:15.599 >> There we go. That looks nice. 00:00:12.638 --> 00:00:18.320 >> And if every night was worth $40,000 in 00:00:15.599 --> 00:00:21.039 revenue, when would you finally go home? 00:00:18.320 --> 00:00:23.118 That's exactly what Arjun Maha did. He's 00:00:21.039 --> 00:00:25.199 the CEO of Doula, a company that helps 00:00:23.118 --> 00:00:26.480 anyone start an LLC and handle all the 00:00:25.199 --> 00:00:28.480 other messy stuff that comes with 00:00:26.480 --> 00:00:31.920 running a business. how many days will 00:00:28.480 --> 00:00:34.320 it take to form 1,000 LLC's? 00:00:31.920 --> 00:00:36.880 >> And for 23 days straight, he worked, 00:00:34.320 --> 00:00:38.878 ate, and slept inside his New York City 00:00:36.880 --> 00:00:41.200 office. While his mission was simple, 00:00:38.878 --> 00:00:43.679 form 10,000 LLC's before he could go 00:00:41.200 --> 00:00:45.760 home, the results were staggering. 00:00:43.679 --> 00:00:50.000 >> 64. We're cooking 00:00:45.759 --> 00:00:53.119 >> $1 million in revenue in just 3 weeks. 00:00:50.000 --> 00:00:55.759 So, this doesn't look very long, but I 00:00:53.119 --> 00:00:57.359 guess it is. Yeah. And in this video, 00:00:55.759 --> 00:00:58.878 we're breaking down exactly how he 00:00:57.359 --> 00:01:00.640 pulled it off. From the founder mindset 00:00:58.878 --> 00:01:02.718 that keeps him motivated to the business 00:01:00.640 --> 00:01:04.879 model that turns Doula's website traffic 00:01:02.719 --> 00:01:06.879 into real paying customers. Now, 00:01:04.879 --> 00:01:08.960 originally, I was supposed to join him, 00:01:06.879 --> 00:01:11.039 move into his office for 24 hours, and 00:01:08.959 --> 00:01:14.319 see if I could survive this challenge, 00:01:11.040 --> 00:01:16.400 but then I got this message. So, for 00:01:14.319 --> 00:01:18.719 Arjun, that means he finally gets to go 00:01:16.400 --> 00:01:21.759 home tonight. And for me, I guess I 00:01:18.719 --> 00:01:23.679 won't be needing this. But I made the 00:01:21.759 --> 00:01:25.519 best of it anyway. I sat down with Arjun 00:01:23.680 --> 00:01:27.840 for a full day to learn what makes Doula 00:01:25.519 --> 00:01:29.679 successful and yes, grill him on how 00:01:27.840 --> 00:01:31.118 many times he fell off the futon. 00:01:29.680 --> 00:01:32.479 >> Twice in 23 days. 00:01:31.118 --> 00:01:36.719 >> Wow. All right. Now that you have all 00:01:32.478 --> 00:01:37.920 that information, let's dive into it. 00:01:36.719 --> 00:01:39.519 >> There's some restriction against 00:01:37.920 --> 00:01:40.159 actually living in the office. 00:01:39.519 --> 00:01:42.560 >> Really? 00:01:40.159 --> 00:01:43.680 >> There might be. Turns out it's a bit of 00:01:42.560 --> 00:01:45.920 a gray area. 00:01:43.680 --> 00:01:47.920 >> So, tell us what Doula is. 00:01:45.920 --> 00:01:50.320 >> We're a business in a box for LLC's, 00:01:47.920 --> 00:01:51.920 LLC, bookkeeping, taxes, e-commerce 00:01:50.319 --> 00:01:54.000 analytics, all in one place. The idea 00:01:51.920 --> 00:01:55.680 for Doula came from a failure. Arjun's 00:01:54.000 --> 00:01:57.118 first startup died under the weight of 00:01:55.680 --> 00:01:59.759 administrative work and he ended up 00:01:57.118 --> 00:02:01.680 losing $30,000 in legal and accounting 00:01:59.759 --> 00:02:03.599 fees. That's when he realized the killer 00:02:01.680 --> 00:02:05.840 wasn't his idea or his effort. It was 00:02:03.599 --> 00:02:08.159 wasting time on all the extra steps. 00:02:05.840 --> 00:02:09.840 >> But the thing that ate me the most was 00:02:08.159 --> 00:02:11.280 what if I didn't waste time on all that 00:02:09.840 --> 00:02:13.280 other stuff? Maybe the company could 00:02:11.280 --> 00:02:14.719 have worked. And then what I wanted was, 00:02:13.280 --> 00:02:15.520 you know, the Staples easy button. 00:02:14.719 --> 00:02:17.199 >> That was easy. 00:02:15.520 --> 00:02:19.520 >> Like that was easy. I wanted that for a 00:02:17.199 --> 00:02:20.639 company. Start it. your bank accounts 00:02:19.520 --> 00:02:22.000 connected, your payments, your 00:02:20.639 --> 00:02:22.318 bookkeeping, your taxes, all in one 00:02:22.000 --> 00:02:24.400 place. 00:02:22.318 --> 00:02:25.919 >> So, how many companies have you helped 00:02:24.400 --> 00:02:28.480 form LLC's for today? 00:02:25.919 --> 00:02:29.039 >> We've done over 10,000 from over 175 00:02:28.479 --> 00:02:30.959 countries. 00:02:29.039 --> 00:02:32.799 >> Okay, so Duel launched in 2020, which 00:02:30.959 --> 00:02:35.360 means if we do the math, we can average 00:02:32.800 --> 00:02:37.519 that to about 2,000 LLC's a year. So, 00:02:35.360 --> 00:02:39.519 getting 1,000 new customers in just 23 00:02:37.519 --> 00:02:42.080 days meant Arjun pulled off about 6 00:02:39.519 --> 00:02:44.080 months worth of growth in just over 3 00:02:42.080 --> 00:02:45.840 weeks, unlocking a whole new level of 00:02:44.080 --> 00:02:47.200 momentum for his business. That line I 00:02:45.840 --> 00:02:48.640 say every single week is talent is 00:02:47.199 --> 00:02:50.479 everywhere but opportunity isn't. 00:02:48.639 --> 00:02:52.238 >> So from a failed startup to helping over 00:02:50.479 --> 00:02:54.079 10,000 entrepreneurs launch their 00:02:52.239 --> 00:02:55.680 companies, Arjun's goal is to one day 00:02:54.080 --> 00:02:57.920 reach a billion founders. 00:02:55.680 --> 00:02:58.319 >> Do you have an LLC? 00:02:57.919 --> 00:02:59.280 >> No. 00:02:58.318 --> 00:03:00.479 >> Not yet. 00:02:59.280 --> 00:03:02.400 >> Not yet. Maybe after today. 00:03:00.479 --> 00:03:03.759 >> Do you have an 00:03:02.400 --> 00:03:05.280 >> If you were to start a business, what's 00:03:03.759 --> 00:03:07.439 like that crazy idea you've never told 00:03:05.280 --> 00:03:10.080 anyone and now you can say it? 00:03:07.439 --> 00:03:12.400 >> My god. Um 00:03:10.080 --> 00:03:13.760 I don't even know. I'll think about it. 00:03:12.400 --> 00:03:15.439 >> Okay. 00:03:13.759 --> 00:03:19.039 Um, can we get a tour? 00:03:15.439 --> 00:03:20.719 >> Yes. The typical actual day is I'll come 00:03:19.039 --> 00:03:22.799 in. I have a work phone and I have a 00:03:20.719 --> 00:03:24.639 personal phone. I keep them over here. 00:03:22.800 --> 00:03:26.080 Even just having my phones here versus 00:03:24.639 --> 00:03:27.279 over on my desk. I don't touch them 00:03:26.080 --> 00:03:28.719 during the day cuz it's just enough 00:03:27.280 --> 00:03:30.640 friction. I took everyone's phones at 00:03:28.719 --> 00:03:32.000 10:30. We put them in a bag. No phones 00:03:30.639 --> 00:03:34.079 during lunch, too. I taught everyone 00:03:32.000 --> 00:03:35.039 about attention residue, which is if you 00:03:34.080 --> 00:03:36.319 look at your phone or look at something 00:03:35.039 --> 00:03:38.079 else, it lingers in your mind. So, we 00:03:36.318 --> 00:03:39.280 went no phones. But, uh, that's like the 00:03:38.080 --> 00:03:40.959 first hack is I'll literally just leave 00:03:39.280 --> 00:03:43.360 my phones in here so that I don't touch 00:03:40.959 --> 00:03:45.039 them during the day. This is the futon 00:03:43.360 --> 00:03:47.120 bed which is now assembled. 00:03:45.039 --> 00:03:48.959 >> And after 3 weeks, he got his futon 00:03:47.120 --> 00:03:52.080 making skills down to a science. 00:03:48.959 --> 00:03:55.598 >> Time to make bed. Ready, set, go. 26 00:03:52.080 --> 00:03:58.719 seconds. 12 seconds. 23 seconds. 21 00:03:55.598 --> 00:04:00.560 seconds. This is the orange room, we 00:03:58.719 --> 00:04:03.598 call it, cuz of orange chairs. We will 00:04:00.560 --> 00:04:04.318 use this for team lunches and if there's 00:04:03.598 --> 00:04:06.079 meetings, too. 00:04:04.318 --> 00:04:07.759 >> Oh, and if at any point during the video 00:04:06.080 --> 00:04:09.519 you're wondering, "Hey, Payton, why are 00:04:07.759 --> 00:04:11.919 there no other employees at the office? 00:04:09.519 --> 00:04:13.840 Where is everybody? It's a holiday 00:04:11.919 --> 00:04:15.359 today. We are hybrid. So folks in New 00:04:13.840 --> 00:04:16.959 York come in Tuesdays and Wednesdays. 00:04:15.360 --> 00:04:17.680 >> And how many people work out of this 00:04:16.959 --> 00:04:20.079 office? 00:04:17.680 --> 00:04:23.120 >> In this office, there are usually on a 00:04:20.079 --> 00:04:26.960 given week 5 to seven people. There are 00:04:23.120 --> 00:04:28.560 over 70 total. Then this room where we 00:04:26.959 --> 00:04:30.478 >> This is where the YouTube magic happens, 00:04:28.560 --> 00:04:32.000 >> right? This is where we can record 00:04:30.478 --> 00:04:34.639 educational content, which goes on the 00:04:32.000 --> 00:04:35.918 Doula channel. And then 00:04:34.639 --> 00:04:38.160 um there's this coffee machine, then the 00:04:35.918 --> 00:04:39.519 espresso machine here. And then in the 00:04:38.160 --> 00:04:40.960 morning, what I'll do is I'll literally 00:04:39.519 --> 00:04:42.560 just make that shake there. I just keep 00:04:40.959 --> 00:04:44.000 a stack of paper here. LinkedIn, you can 00:04:42.560 --> 00:04:45.600 see people's birthdays. We actually do 00:04:44.000 --> 00:04:46.800 this. We'll wish people happy birthday, 00:04:45.600 --> 00:04:48.160 but then I'll actually ask people like, 00:04:46.800 --> 00:04:49.759 "Hey, like I'll I want to send you 00:04:48.160 --> 00:04:50.800 something." And not everyone responds, 00:04:49.759 --> 00:04:52.080 but I'll just write like a little 00:04:50.800 --> 00:04:54.319 handwritten note and we'll send it to 00:04:52.079 --> 00:04:54.800 them. And um I'll give them an LLC for 00:04:54.319 --> 00:04:56.399 their birthday. 00:04:54.800 --> 00:04:57.120 >> Who is this going to? Employees or just 00:04:56.399 --> 00:04:58.799 like anybody? 00:04:57.120 --> 00:05:00.639 >> Could be anyone. Anyone. It's like 00:04:58.800 --> 00:05:03.360 anyone I'm connected with. So, 00:05:00.639 --> 00:05:05.199 >> and guess what? He means anyone. A few 00:05:03.360 --> 00:05:07.120 weeks after I visited, I actually got a 00:05:05.199 --> 00:05:09.360 LinkedIn DM and a birthday card from 00:05:07.120 --> 00:05:11.439 Arjun with a free LLC inside, which 00:05:09.360 --> 00:05:13.199 means I have no excuse to not start my 00:05:11.439 --> 00:05:15.918 own business. I guess I should whip up 00:05:13.199 --> 00:05:18.240 an LLC and see how Doula actually works. 00:05:15.918 --> 00:05:21.198 All right, so I'm about to log into 00:05:18.240 --> 00:05:23.840 doula.com to create my free LLC that 00:05:21.199 --> 00:05:26.080 Arjun gifted me. So I'm going to log in 00:05:23.839 --> 00:05:28.719 here and click create free account. Just 00:05:26.079 --> 00:05:31.519 start typing in my information. Which 00:05:28.720 --> 00:05:33.759 country do you reside in? United States. 00:05:31.519 --> 00:05:36.560 What kind of business are you building? 00:05:33.759 --> 00:05:38.080 What is your desired company name? I 00:05:36.560 --> 00:05:40.319 don't know. I didn't think this one 00:05:38.079 --> 00:05:42.719 through. 00:05:40.319 --> 00:05:43.918 Pack Productions. 00:05:42.720 --> 00:05:47.280 Which state do you want to form your 00:05:43.918 --> 00:05:48.639 business in? New Jersey. For today, I'm 00:05:47.279 --> 00:05:50.799 going to go with the starter plan 00:05:48.639 --> 00:05:53.199 because that's where I want to start and 00:05:50.800 --> 00:05:54.879 that's also what Arjun gifted me an LLC 00:05:53.199 --> 00:05:56.960 for. All right. Here, I'm going to add 00:05:54.879 --> 00:05:58.959 in my code. Usually, you would just go 00:05:56.959 --> 00:06:00.879 and pay and there you go. I have a free 00:05:58.959 --> 00:06:03.599 LLC. The only thing you would have to do 00:06:00.879 --> 00:06:04.879 is pay for the state that you reside in. 00:06:03.600 --> 00:06:07.039 And every state is a little bit 00:06:04.879 --> 00:06:09.680 different. But for the sake of this, I 00:06:07.038 --> 00:06:12.079 live in New Jersey. And now we just keep 00:06:09.680 --> 00:06:13.840 moving forward. All right, we're done. 00:06:12.079 --> 00:06:14.478 It was as simple as that. Thanks, 00:06:13.839 --> 00:06:17.198 Arjent. 00:06:14.478 --> 00:06:19.038 >> And then after that, the thing which I 00:06:17.199 --> 00:06:21.680 do at the pre the end of the previous 00:06:19.038 --> 00:06:23.120 day is I go through my task list and I 00:06:21.680 --> 00:06:24.478 already know what I want to work on. I 00:06:23.120 --> 00:06:26.000 usually do this is I'll go to sleep in 00:06:24.478 --> 00:06:27.199 my workout clothes. So like when I wake 00:06:26.000 --> 00:06:29.519 up, I just don't have to think about 00:06:27.199 --> 00:06:31.120 anything. Um, same way here for work. I 00:06:29.519 --> 00:06:32.399 know exactly what tasks, like at least 00:06:31.120 --> 00:06:34.000 the first couple of tasks I want to 00:06:32.399 --> 00:06:35.519 start working on and then I can hit the 00:06:34.000 --> 00:06:36.959 desk right away there. Or I've looked at 00:06:35.519 --> 00:06:38.159 my calendar the night before. So today I 00:06:36.959 --> 00:06:39.439 knew I had two interviews and can jump 00:06:38.160 --> 00:06:41.199 right into that. All right. Do you want 00:06:39.439 --> 00:06:42.560 to make a shake or we can use the Ninja 00:06:41.199 --> 00:06:43.360 Creamy for protein ice cream? 00:06:42.560 --> 00:06:44.160 >> Let's do a shake. 00:06:43.360 --> 00:06:45.520 >> Shake. Okay. 00:06:44.160 --> 00:06:47.039 >> Within the first 10 minutes of meeting 00:06:45.519 --> 00:06:48.719 Arjun, it was obvious that his 00:06:47.038 --> 00:06:50.159 discipline and routine aren't just 00:06:48.720 --> 00:06:51.520 personal quirks. They're part of what 00:06:50.160 --> 00:06:53.120 makes Doula successful. 00:06:51.519 --> 00:06:55.120 >> Press it once. and he shares that 00:06:53.120 --> 00:06:56.639 mindset with his team, shaping a culture 00:06:55.120 --> 00:06:57.360 that's built around focus and 00:06:56.639 --> 00:06:58.319 consistency. 00:06:57.360 --> 00:06:58.479 >> Does it actually taste good? What do you 00:06:58.319 --> 00:07:00.000 think? 00:06:58.478 --> 00:07:00.959 >> Yeah. No, I think it tastes good. I 00:07:00.000 --> 00:07:02.639 taste the peanut butter. I 00:07:00.959 --> 00:07:04.239 >> I think it's really good. Now, I I have 00:07:02.639 --> 00:07:06.960 an interview in 3 minutes. So, what I'll 00:07:04.240 --> 00:07:08.240 I'll do is when no one's in the office, 00:07:06.959 --> 00:07:09.598 sometimes I'll just do the interviews 00:07:08.240 --> 00:07:11.038 from here. I'll probably just do that 00:07:09.598 --> 00:07:13.279 here. The way we run the interview 00:07:11.038 --> 00:07:15.839 process, it's actually fully based off 00:07:13.279 --> 00:07:17.758 of this is the best book on hiring I've 00:07:15.839 --> 00:07:19.038 read. We took the entire book. That's 00:07:17.759 --> 00:07:20.720 what we just based our entire hiring 00:07:19.038 --> 00:07:22.240 process off of. So, the interview I do 00:07:20.720 --> 00:07:23.520 is the fin it's a focus interview, but 00:07:22.240 --> 00:07:26.240 it's the final round sort of culture 00:07:23.519 --> 00:07:27.439 fit. My plan is to do a final round for 00:07:26.240 --> 00:07:29.598 every single person. 00:07:27.439 --> 00:07:31.439 >> I have a 5:30 a.m. interview tomorrow. 00:07:29.598 --> 00:07:33.839 Is there's a candidate in Europe who 00:07:31.439 --> 00:07:36.719 we're interviewing. So, I offered slots 00:07:33.839 --> 00:07:36.959 as early as I'd be up. So, 5:30 to 10:30 00:07:36.720 --> 00:07:38.160 a.m. 00:07:36.959 --> 00:07:39.120 >> I did an interview on Tuesday. At the 00:07:38.160 --> 00:07:40.720 end, I asked, "Do you have any 00:07:39.120 --> 00:07:43.038 questions?" And the candidate said, 00:07:40.720 --> 00:07:44.560 "How's your futon?" So, they they've 00:07:43.038 --> 00:07:45.360 been they've been watching the 00:07:44.560 --> 00:07:46.800 challenge, too. 00:07:45.360 --> 00:07:48.479 >> That's when I started to realize this 00:07:46.800 --> 00:07:50.879 wasn't just a personal experiment. It 00:07:48.478 --> 00:07:52.719 was a tactical business strategy. By 00:07:50.879 --> 00:07:54.560 vlogging the challenge every day, Arjun 00:07:52.720 --> 00:07:56.560 was creating a story that no one else 00:07:54.560 --> 00:07:58.800 can replicate. And it was doing more 00:07:56.560 --> 00:08:00.959 than just bringing in customers. It was 00:07:58.800 --> 00:08:02.319 attracting investors and new hires who 00:08:00.959 --> 00:08:03.598 wanted to be a part of the company. 00:08:02.319 --> 00:08:05.280 >> They've just learned so much about your 00:08:03.598 --> 00:08:06.639 personality, what the company's doing. 00:08:05.279 --> 00:08:07.918 They see the challenge and they're like, 00:08:06.639 --> 00:08:10.400 "Wow, this seems like a cool place where 00:08:07.918 --> 00:08:12.478 I'd like to work." So, 50 on day one, 00:08:10.399 --> 00:08:14.159 950 remaining, and then we'll we'll add 00:08:12.478 --> 00:08:16.639 the count here as we go. Hey, how's it 00:08:14.160 --> 00:08:18.400 going? Fantastic. Great to meet you. 00:08:16.639 --> 00:08:20.319 Very first question, you could work 00:08:18.399 --> 00:08:22.478 anywhere in the world. Uh, any type of 00:08:20.319 --> 00:08:24.000 company, tech, could be outside of tech. 00:08:22.478 --> 00:08:25.439 Why would you want to work at Doula 00:08:24.000 --> 00:08:27.120 versus anything you could be doing? 00:08:25.439 --> 00:08:28.959 >> I was taking notes on Arjun's interview 00:08:27.120 --> 00:08:30.639 process and there was one specific 00:08:28.959 --> 00:08:33.199 question that blew my mind. 00:08:30.639 --> 00:08:35.759 >> Let's say we do the debrief and we come 00:08:33.200 --> 00:08:37.599 back and we say, "Hey, Criselle, we 00:08:35.759 --> 00:08:39.439 thought there was a good fit, but not a 00:08:37.599 --> 00:08:40.320 great fit. Why do you think that might 00:08:39.440 --> 00:08:41.919 be the case?" 00:08:40.320 --> 00:08:44.080 >> Once the interview is over, I 00:08:41.918 --> 00:08:45.759 immediately needed to know why he asked 00:08:44.080 --> 00:08:49.040 that. The goal of that question is 00:08:45.759 --> 00:08:50.480 actually to one see if people can be 00:08:49.039 --> 00:08:52.319 critical about themselves because no 00:08:50.480 --> 00:08:53.600 one's a perfect fit. So it's actually a 00:08:52.320 --> 00:08:55.200 check on if someone's like there's 00:08:53.600 --> 00:08:56.240 nothing wrong like there's zero that's a 00:08:55.200 --> 00:08:56.560 bit of a red flag. 00:08:56.240 --> 00:08:58.720 >> Yeah. 00:08:56.559 --> 00:09:00.399 >> Um it also gives them a chance to 00:08:58.720 --> 00:09:01.200 directly address what might not be a 00:09:00.399 --> 00:09:03.200 good fit. 00:09:01.200 --> 00:09:05.519 >> Uh so we can address it up front. So 00:09:03.200 --> 00:09:08.000 >> yeah, that was a good question. 00:09:05.519 --> 00:09:10.399 >> Okay. What a morning we're cooking. One 00:09:08.000 --> 00:09:12.000 of my morning commentaries to myself was 00:09:10.399 --> 00:09:13.679 I think that just because it's a holiday 00:09:12.000 --> 00:09:15.278 doesn't mean you don't have to work or 00:09:13.679 --> 00:09:16.559 you can work. But then also the opposite 00:09:15.278 --> 00:09:18.399 goes just because it's a work day 00:09:16.559 --> 00:09:18.879 doesn't mean you can't rest and recover 00:09:18.399 --> 00:09:20.799 too. 00:09:18.879 --> 00:09:21.120 >> On the weekends I I like to do the same 00:09:20.799 --> 00:09:22.958 thing. 00:09:21.120 --> 00:09:24.959 >> It became clear to me that weekends and 00:09:22.958 --> 00:09:26.639 holidays don't change much for Arjun. 00:09:24.958 --> 00:09:28.639 While I'll use Saturday and Sundays to 00:09:26.639 --> 00:09:31.199 ride on my couch and binge Netflix, 00:09:28.639 --> 00:09:33.278 Arjun is still working. His mindset is 00:09:31.200 --> 00:09:35.040 simple. If you love the work you do, you 00:09:33.278 --> 00:09:36.639 don't need to live for Friday. And that 00:09:35.039 --> 00:09:38.079 shaped how he approached every single 00:09:36.639 --> 00:09:40.080 day of this challenge. 00:09:38.080 --> 00:09:42.080 >> I never want to. One of my life goals is 00:09:40.080 --> 00:09:43.440 I never want to live for the weekend. 00:09:42.080 --> 00:09:44.879 That sounds It sounds kind of miserable 00:09:43.440 --> 00:09:46.480 if I have to just wait till Saturday to 00:09:44.879 --> 00:09:48.559 enjoy. Like no, I'll do that on a 00:09:46.480 --> 00:09:51.120 Tuesday. So someone started on Fridays 00:09:48.559 --> 00:09:54.239 in our random channel. And it is cess 2 00:09:51.120 --> 00:09:55.919 Brazilian slang. Sex t o for it's 00:09:54.240 --> 00:09:57.039 Friday. Let's go. Although again, every 00:09:55.919 --> 00:09:58.559 day of the week should be on Friday. 00:09:57.039 --> 00:09:59.919 They started posting on Friday and I was 00:09:58.559 --> 00:10:01.278 like that's awesome, but we shouldn't 00:09:59.919 --> 00:10:02.799 have to wait till Friday. So, I found 00:10:01.278 --> 00:10:03.919 the equivalent for Tuesday and then I 00:10:02.799 --> 00:10:05.519 started posting it on Tuesday. 00:10:03.919 --> 00:10:06.879 >> As I was coming back, I was thinking one 00:10:05.519 --> 00:10:08.799 thing. I know there's going to be 00:10:06.879 --> 00:10:10.399 questions of, "Oh, if you weren't 00:10:08.799 --> 00:10:12.719 filming this, would you actually on a 00:10:10.399 --> 00:10:15.440 Friday be sleeping?" You can ask my 00:10:12.720 --> 00:10:16.560 friends. The answer is most likely yes. 00:10:15.440 --> 00:10:19.360 >> Tell us a little bit about why you 00:10:16.559 --> 00:10:20.479 decided to do the 1,00 LLC challenge. 00:10:19.360 --> 00:10:22.320 >> I think one day I was just on the 00:10:20.480 --> 00:10:24.000 stairstepper in the morning and I tend 00:10:22.320 --> 00:10:26.160 to just get good ideas then because I 00:10:24.000 --> 00:10:28.879 guess I'm moving. The idea was what is 00:10:26.159 --> 00:10:30.719 something we could put out that's so 00:10:28.879 --> 00:10:33.439 unique to Doula no one else can do 00:10:30.720 --> 00:10:34.079 >> and now we'll finish off with the 5-year 00:10:33.440 --> 00:10:36.240 journal 00:10:34.078 --> 00:10:38.239 >> I thought could be content which has 00:10:36.240 --> 00:10:40.159 viral top ofunnel potential I thought it 00:10:38.240 --> 00:10:42.079 was something which I could do now like 00:10:40.159 --> 00:10:44.078 it'll just get harder to do this in the 00:10:42.078 --> 00:10:46.958 future like I don't know if I had a pet 00:10:44.078 --> 00:10:48.799 or kids like if you it's maybe not 00:10:46.958 --> 00:10:50.479 impossible to like very much harder to 00:10:48.799 --> 00:10:51.679 do that then showed some of the team 00:10:50.480 --> 00:10:53.039 some footage and they were like oh damn 00:10:51.679 --> 00:10:53.519 this is we can actually turn this into 00:10:53.039 --> 00:10:54.958 something 00:10:53.519 --> 00:10:57.839 >> was it harder or easier easier than you 00:10:54.958 --> 00:11:00.319 expected. 00:10:57.839 --> 00:11:02.800 >> It was easier than I expected. Most of 00:11:00.320 --> 00:11:04.800 my days before this were very similar. 00:11:02.799 --> 00:11:06.559 The only difference is at the end of the 00:11:04.799 --> 00:11:08.078 day, I would do the same, I don't know, 00:11:06.559 --> 00:11:09.759 brush my teeth, wash my face that I do 00:11:08.078 --> 00:11:11.439 at home, and go to sleep. And then when 00:11:09.759 --> 00:11:13.278 I wake up, I would do the same things 00:11:11.440 --> 00:11:14.240 I'm doing here, just at home in a 00:11:13.278 --> 00:11:16.240 smaller place. 00:11:14.240 --> 00:11:18.240 >> There's a very good chance, folks, given 00:11:16.240 --> 00:11:20.639 the rate that we've seen, we're going 00:11:18.240 --> 00:11:22.560 home in less than 4 weeks. 00:11:20.639 --> 00:11:24.720 I have tried to structure as much of my 00:11:22.559 --> 00:11:26.799 life around the the business working and 00:11:24.720 --> 00:11:28.240 like the business success, but the 00:11:26.799 --> 00:11:29.919 business to me is again the vehicle. 00:11:28.240 --> 00:11:31.680 It's a growth vehicle for us having an 00:11:29.919 --> 00:11:36.078 impact, but a growth vehicle for me too. 00:11:31.679 --> 00:11:40.399 Well, well, well. The count is 84. So, 00:11:36.078 --> 00:11:42.799 that takes us up to -17. It took 23 days 00:11:40.399 --> 00:11:44.000 to hit 1,000. The universe saw and said, 00:11:42.799 --> 00:11:47.919 "I'm going to help you out and help send 00:11:44.000 --> 00:11:50.879 you home." 1,000. Let's go. 00:11:47.919 --> 00:11:53.519 >> Okay. So, we did it. 1,000 new LLC's in 00:11:50.879 --> 00:11:56.000 just 23 days. Now, the question is, how 00:11:53.519 --> 00:11:58.720 does Doula even get customers, let alone 00:11:56.000 --> 00:12:00.720 1,000 new ones in just over 3 weeks? 00:11:58.720 --> 00:12:02.639 Well, I had Arjun show me. For over an 00:12:00.720 --> 00:12:04.160 hour, we sat down as he drew out Doula's 00:12:02.639 --> 00:12:06.399 sales funnel and walked me through the 00:12:04.159 --> 00:12:08.399 journey of a customer. But this is a lot 00:12:06.399 --> 00:12:11.039 and pretty confusing, so I'll make it a 00:12:08.399 --> 00:12:12.879 lot more simple. 00:12:11.039 --> 00:12:16.159 At the bottom of the funnel, there are 00:12:12.879 --> 00:12:18.720 three plans. The starter plan at $297 a 00:12:16.159 --> 00:12:20.879 year, which covers just the LLC. Next, 00:12:18.720 --> 00:12:23.440 the mid-tier plan at $2,000 a year, 00:12:20.879 --> 00:12:25.519 which adds taxes, and the top plan at 00:12:23.440 --> 00:12:27.519 $3,000 a year, which also includes 00:12:25.519 --> 00:12:30.399 bookkeeping. About 80% of people start 00:12:27.519 --> 00:12:32.159 at the $297 plan. But as their 00:12:30.399 --> 00:12:34.159 businesses grow, they realize it's 00:12:32.159 --> 00:12:35.919 easier to let Doula handle taxes and 00:12:34.159 --> 00:12:38.319 bookkeeping, too. So, they upgrade their 00:12:35.919 --> 00:12:40.719 plan later on. Now, let's move up the 00:12:38.320 --> 00:12:42.959 funnel. At the very top, the TAM is 00:12:40.720 --> 00:12:46.079 huge. Anyone with an internet 00:12:42.958 --> 00:12:48.078 connection. That's 4 billion people. But 00:12:46.078 --> 00:12:50.239 in reality, only about 5 million people 00:12:48.078 --> 00:12:52.239 a year are actively starting or planning 00:12:50.240 --> 00:12:54.560 to start a business. And those people 00:12:52.240 --> 00:12:56.560 are entering the funnel in three ways. 00:12:54.559 --> 00:12:58.638 Searching online, stopping their scroll 00:12:56.559 --> 00:13:00.319 on content, and hearing about Doula from 00:12:58.639 --> 00:13:02.480 someone in their network. And Doula 00:13:00.320 --> 00:13:04.959 turns those moments into customers 00:13:02.480 --> 00:13:07.120 through three main channels. One, paid 00:13:04.958 --> 00:13:09.679 search on Google. If you type start an 00:13:07.120 --> 00:13:12.000 LLC, Doula is bidding for a top ad spot 00:13:09.679 --> 00:13:14.319 that leads to their site. Two, referrals 00:13:12.000 --> 00:13:16.240 and partnerships. For example, an Amazon 00:13:14.320 --> 00:13:18.720 FBA YouTuber might send their viewers 00:13:16.240 --> 00:13:21.360 directly to Doula. In exchange, partners 00:13:18.720 --> 00:13:23.360 earn 50% commission on any plan sold. 00:13:21.360 --> 00:13:25.278 All right, let's pause. Doula turned 00:13:23.360 --> 00:13:27.440 partnerships from a nice to have into a 00:13:25.278 --> 00:13:28.958 core growth driver for their business. 00:13:27.440 --> 00:13:30.959 If you want to learn how they built over 00:13:28.958 --> 00:13:33.039 2,000 partnerships that generate six 00:13:30.958 --> 00:13:34.559 figures for top performers, we have a 00:13:33.039 --> 00:13:36.240 bonus video linked in the description 00:13:34.559 --> 00:13:38.159 where Arjun breaks down the entire 00:13:36.240 --> 00:13:39.360 funnel. He explains why it works, the 00:13:38.159 --> 00:13:41.278 commission structure, and the 00:13:39.360 --> 00:13:43.440 relationship strategies he uses every 00:13:41.278 --> 00:13:45.278 day. Grab it down below. Let's get back 00:13:43.440 --> 00:13:47.519 to the video. And finally, word of 00:13:45.278 --> 00:13:49.600 mouth. Duela's strongest channel. It 00:13:47.519 --> 00:13:51.440 costs nothing. Anyone can create a free 00:13:49.600 --> 00:13:53.920 account, get a referral link, and earn 00:13:51.440 --> 00:13:55.680 the same 50% commission. Once someone 00:13:53.919 --> 00:13:57.838 lands on doula.com, they can either 00:13:55.679 --> 00:14:00.159 create a free account instantly or book 00:13:57.839 --> 00:14:02.560 a demo with a team member. But only a 00:14:00.159 --> 00:14:04.879 small fraction converts. Roughly two out 00:14:02.559 --> 00:14:07.759 of every 100 visitors. That meant to 00:14:04.879 --> 00:14:10.559 reach 1,000 new LLC's in 23 days, Doula 00:14:07.759 --> 00:14:13.198 needed about 50 new daily signups, which 00:14:10.559 --> 00:14:15.278 requires about 2,500 people to have 00:14:13.198 --> 00:14:17.198 visited the site every single day during 00:14:15.278 --> 00:14:19.198 the challenge. According to Arjun, it 00:14:17.198 --> 00:14:21.359 was the most LLC's the company has ever 00:14:19.198 --> 00:14:23.599 averaged in a month. And when I asked 00:14:21.360 --> 00:14:25.278 why it happened, here's what he said. 00:14:23.600 --> 00:14:26.399 >> I'd like to think people see the 00:14:25.278 --> 00:14:27.838 challenge, they're like, "Oh, that's 00:14:26.399 --> 00:14:30.000 cool. I now want to go start my company 00:14:27.839 --> 00:14:31.440 with Doula." I think it's it's been too 00:14:30.000 --> 00:14:33.278 soon for that feedback loop to really 00:14:31.440 --> 00:14:34.160 kick in, but I think the universe saw 00:14:33.278 --> 00:14:35.360 we're doing the challenge and said, 00:14:34.159 --> 00:14:37.759 "Hey, let's help out here." 00:14:35.360 --> 00:14:40.320 >> Now, let's talk about money. Normally, 00:14:37.759 --> 00:14:42.078 when customers first sign up, about 80% 00:14:40.320 --> 00:14:44.720 choose the starter plan, and the other 00:14:42.078 --> 00:14:46.319 20% pick a higher priced plan. If those 00:14:44.720 --> 00:14:49.040 numbers had held, Doula would have 00:14:46.320 --> 00:14:51.120 generated around $750,000 00:14:49.039 --> 00:14:53.278 in revenue. But it just so happened this 00:14:51.120 --> 00:14:55.278 time more than 20% of customers went 00:14:53.278 --> 00:14:56.879 straight for the premium priced plans. 00:14:55.278 --> 00:15:00.879 And that pushed total revenue for the 00:14:56.879 --> 00:15:02.639 challenge to just over $1 million. 00:15:00.879 --> 00:15:02.958 >> Are you feeling sad that you have to 00:15:02.639 --> 00:15:04.079 leave? 00:15:02.958 --> 00:15:05.759 >> It's a little bittersweet. 00:15:04.078 --> 00:15:07.599 >> Yeah. Well, if you ever do do the 00:15:05.759 --> 00:15:08.000 challenge again, make sure to invite me 00:15:07.600 --> 00:15:09.519 back. 00:15:08.000 --> 00:15:11.519 >> Well, no. We'll manifest this. I think 00:15:09.519 --> 00:15:13.278 at some point we will have to do 10,000. 00:15:11.519 --> 00:15:15.360 >> It's time to go home. 00:15:13.278 --> 00:15:18.159 >> Journal here. Pillow and blanket stay in 00:15:15.360 --> 00:15:19.759 there. And I got all my supplements 00:15:18.159 --> 00:15:20.639 here. Have you ever used one of these 00:15:19.759 --> 00:15:21.198 masks before? 00:15:20.639 --> 00:15:24.639 >> Never. 00:15:21.198 --> 00:15:27.599 >> We got some good content doing the mask. 00:15:24.639 --> 00:15:28.320 Okay, that is 00:15:27.600 --> 00:15:30.639 everything. 00:15:28.320 --> 00:15:32.639 >> After 3 weeks of sleeping on a futon and 00:15:30.639 --> 00:15:34.560 eating protein shakes for breakfast and 00:15:32.639 --> 00:15:36.639 dinner, Arjun finally got to go home. 00:15:34.559 --> 00:15:37.119 >> We're packing up. So, I decided to tag 00:15:36.639 --> 00:15:38.159 along. 00:15:37.120 --> 00:15:39.759 >> Moment of truth. 00:15:38.159 --> 00:15:40.799 >> Let's see what's inside. Do I leave it a 00:15:39.759 --> 00:15:43.360 mess? Did I leave it 00:15:40.799 --> 00:15:45.759 >> 23 days later and you're home? 00:15:43.360 --> 00:15:49.440 >> And his apartment was nothing like I 00:15:45.759 --> 00:15:51.600 expected. It was small. Really small. 00:15:49.440 --> 00:15:52.720 >> This is way smaller than what I thought 00:15:51.600 --> 00:15:54.560 it was. 00:15:52.720 --> 00:15:56.160 I really don't spend much time here, so 00:15:54.559 --> 00:15:58.078 I didn't want to spend more than I 00:15:56.159 --> 00:16:00.078 really needed to for a bigger apartment. 00:15:58.078 --> 00:16:01.679 Could have spent a bit more and get 00:16:00.078 --> 00:16:02.799 meaningfully more space, but at the time 00:16:01.679 --> 00:16:04.479 I was just like, "This is fine. The 00:16:02.799 --> 00:16:06.639 location's really good." And because it 00:16:04.480 --> 00:16:08.320 is so small, like when I wake up here, I 00:16:06.639 --> 00:16:09.759 just don't really want to lie in bed 00:16:08.320 --> 00:16:10.720 >> cuz I I can look up and everything's 00:16:09.759 --> 00:16:12.079 just here. It's like, "No, I kind of 00:16:10.720 --> 00:16:13.040 want to get out." But then when I come 00:16:12.078 --> 00:16:14.319 home, it's nice cuz I'm just like, 00:16:13.039 --> 00:16:15.919 "Yeah, I'm tired. I'm going to sleep." 00:16:14.320 --> 00:16:18.480 It really is just a place to sleep and 00:16:15.919 --> 00:16:20.319 like wake up and then have the 00:16:18.480 --> 00:16:22.560 essentials. Standing there in his 00:16:20.320 --> 00:16:24.480 apartment, it clicked. Arjun is 00:16:22.559 --> 00:16:26.559 intentional with every decision he 00:16:24.480 --> 00:16:28.079 makes. I mean, from planning his 00:16:26.559 --> 00:16:30.000 mornings the night before to not 00:16:28.078 --> 00:16:31.758 touching his phone in the office to not 00:16:30.000 --> 00:16:34.078 overspending on an apartment he barely 00:16:31.759 --> 00:16:35.839 spends time in. I learned that success 00:16:34.078 --> 00:16:37.919 for Arjun isn't about having the 00:16:35.839 --> 00:16:40.639 fanciest things. It's about building 00:16:37.919 --> 00:16:42.879 systems that make progress inevitable. 00:16:40.639 --> 00:16:45.440 And this is just the beginning. I'm 00:16:42.879 --> 00:16:47.278 Arjun Mahadavan and this is my 00:16:45.440 --> 00:16:49.519 apartment. I have my bed. I have my 00:16:47.278 --> 00:16:53.600 kitchen. I have my bathroom right here. 00:16:49.519 --> 00:16:56.480 Beautiful little tiny thing. And I have 00:16:53.600 --> 00:16:59.360 my scale. There is a nice little balcony 00:16:56.480 --> 00:17:01.278 that I have. Small, but it's mighty. 00:16:59.360 --> 00:17:02.480 Well, that's all we got time for today. 00:17:01.278 --> 00:17:04.880 Thanks for watching this episode of 00:17:02.480 --> 00:17:06.798 Stories of Scale. I'm Payton, and I'll 00:17:04.880 --> 00:17:09.280 be back soon with more founders, more 00:17:06.798 --> 00:17:11.038 stories, and more chaos. All right, 00:17:09.279 --> 00:17:12.720 thanks for watching, and uh don't forget 00:17:11.038 --> 00:17:14.480 to hit that little button in the corner. 00:17:12.720 --> 00:17:17.480 You know what I'm talking about. See 00:17:14.480 --> 00:17:17.480 you.