April 6, 2020
E-commerce on Steroids: Debunking Classic “Gurus” for Good | AWasia 2017

E-commerce on Steroids: Debunking Classic “Gurus” for Good | AWasia 2017


Nice, so it’s awesome to be here guys and today I will share with you a thing or
two about e-commerce so, I’m sure that both complete novices and experts can
benefit from it, because I took it in my bizarre manner very seriously, so
for those of you don’t know me yet, here’s a brief introduction, my real
Russian name is too hard to pronounce, you can call me Jay, my story begins
summer 2016, where I had nothing in my life, I got out of the army 2014, I have
been sustaining myself, I was broke, I had no idea how to progress in my life and I
didn’t know how to make money on the internet or money at all, okay no idea at
all, so that summer I was approached by a high school friend who told me, hey listen
you can make a ton of money selling physical products online, I said oh yeah
let’s just do it, so from that point until today, I had this amazing journey that is
called being an ecommerce entrepreneur, in which I almost crash my business so
many times, before we speak about what to do, I want to cover two major
misconceptions, which almost cost me my business, so let’s begin with the first
one, okay, most of us probably thought that ecommerce begins and ends and
finding a product and Aliexpress, sending in a Facebook and that’s it right,
eventually once you’re running your store long enough, you start looking at
those low margin products with disgust, and you set yourself, oh my god I have to
sell 5000 of those just to break even, and you don’t know if it will even sell,
okay, so lost my thought here, okay, so eventually you want to make a more money
per each cell, as you run your business further into the future,
and one of the ways that you can actually do it is to start manufacturing
jewellery in your niche, so there, you can start actually selling products with a
higher margin, not those 5, 10, 20 dollar margins that we are all sick of it, right, so how
do you sell a diamond ring in your niche, that’s the question, so as we all
know the diamond industry is not on a serious decline and
just by taking the plane to enter Belgium you can go knock on the door and have
some business with the diamond dealers saying, hey manufacturing me some pieces
and then with those pieces you have to travel to showrooms and go to the show
and say, hey listen here are my pieces whatever sells, sells, whatever doesn’t,
doesn’t and the sole purpose for this is to have a big map with location pins
saying located showroom, so that plus a premium store and some
knowledge in marketing, I don’t see how you will not sell high ticket items
confidently over the Internet — lost my thought again, so why am i
speaking about jewellery and high ticket items with you, because of the next
misconception, regarding how most of us started e-commerce with, the
question of now I have a store and the first question most us asked is
which product to sell, but here’s an interesting question guys, what is the
difference between a trend and a brand, do you know a trend is you trying to
find a product then hopefully fit an audience that will hopefully buy
eventually, so even if you have a one-hit-wonder that’s scaled amazingly,
it doesn’t mean you have a guarantee for an evergreen buying audience, so I know a
lot of people that spend, so much money trying to reincarnate the corpse of
their winning product, because there’s nothing else to cling to, and we’ve all
been there looking at the dashboard trying to find another product that will
hopefully sell, so you understand why I don’t advise you to go that route,
I just talked about branding what is the branding, brand can have multiple winning products for one particular audience,
over a long period of time, here you don’t have to cross your fingers hoping
oh my god, maybe my product will survive another week or not, here you can have
multiple winning products that you sell for a long period of time for one
audience, so to make your lives easier hold on, okay, to make your lives easier instead of asking your first question in
e-commerce, which is which product can I sell, ask yourself which audience, in
which niche can buy from me more than once, and they potentially can buy high
ticket item down the line, and then bother yourself with products, okay so
after we’ve covered what not to do, I just want to give you a list of what to
do, this list made a lot of money to a lot of people that I give it for free, so first
thing guys, open a general theme store, why, because you don’t want to waste your
time and money on a niche, that you have no validation on, open a general store start
testing there, second thing ask yourself the right question, okay do I have the
audience that will eventually buy from me high ticket item, yes or no, then
you have to understand that let’s just say a guy that buys a fidgets spinner, might buy from you once and might not come again, so you want people
that more inclined to maybe collecting alcohol, yeah just ahead of my brain
alcohol collectors, they’re buying stuff regardless of your existence, okay I
don’t have to convince them to buy, they’re already buying, all you have to
do is to convince them to buy in your shady website, the best way to look at it,
the best way to look at your audience as the winning audience is to
have I would say four criteria in your mind when you’re looking for a niche for
an audience, first of all the majority of them reside in tier 1
countries, they are easily accessible over the internet with some marketing,
they are above 3 million people and most important part, they are frequent buyers in the niche, so again, you don’t have to convince them
to buy from you, so let’s talk about the next thing, you have the buying
audience, awesome, let’s talk about the product, look at your prospect as this
miserable Joe that comes back from work on the bus and he wants to mute his
misery by scrolling through his Facebook, or everybody screaming at him on the bus,
and all of a sudden he sees your product, so this stage, your product must be good enough for him to make the most uncomfortable action possible,
taking the credit card, breaking his fingers typing it on this small screen
and buying from you, okay just to make that effect on a person, you have to make
sure that first of all, that’s my opinion, my advice, don’t promote best sellers,
you have a lot of people that are looking at the Aliexpress, 5k sold,
I might promote this thing as well, the problem with this is that even though it
might be one drop shipper that sells it, or 10 or 20, doesn’t matter, even though
they’re targeting might be off, they’re hitting the similar audience, so the
person already probably saw five, six times this offer, maybe he bought, maybe
declined and all of a sudden here you come with the same stuff again, so that’s
my suggestion, don’t do it, second thing I have a lot of people approaching
me saying to me, hey I have this campaign, a lot of engagement, nobody buys, but
eventually what I discover is that a lot of people promote stuff that a person
can just literally walk into his car, drive five minutes and buy, so focus on products that you can not easily access on land, another thing
that I have to cover which is to me is the given, but I see still a lot of
mistakes a lot of people trying to promote products that are not
appropriate to be worn outside, it might be a necklace
whatever, it might be in the niche but eventually the person ask himself, if I
will wear it what will people think of me, that’s another thing fourth or
fifth things are, ask yourself the question, will you buy the
product regardless of being in the niche or not, that’s a good question to ask
yourself and eventually ask yourself if you can take high-margin from this
product, yes or no because eventually you are here not to promote some cheap
product, that’s a one-hit-wonder product, you want to actually promote
something that is unique, worth your while and your customers as well, so
after I gave you the best niche and product selection let’s talk about
testing, I’II want to stop here and the majority of my speech will be
focused on testing and how to do it rapidly, because eventually success in
e-commerce is not an equation of time, success in e-commerce is an equation of
fail, so I guess a lot of us here know those guys that said, yeah I’m doing
e-commerce for the past seven, eight, nine, ten months and I see no success and
they’re frustrated they want to opt out, they don’t care,
whatever, so we all know these people, eventually, when you take a closer look
on the paper, you see that people may be tested twelve products, six products, ten
products, that’s that’s not enough as I said, again success in e-commerce is not
the equation of time, so you must test as rapidly as possible, because even if it
will take ten niches to fail fourteen issues, to fail fifteen niches to fail,
doesn’t matter, it take the same amount of niches to fail, so there’s no actually
need to take it slow and steady, you will eventually waste the same amount of
money, the question here is time how much time can you hold without proof of
concept, that’s the question, so I failed ninety-nine products, nineteen
niches and I did it only in one month, and then I had the first sale and from
their point I actually scaled and automated the first business, so you have
to you have to start testing as rapidly as possible, probably one niche a day,
that’s my suggestion, so once you have a general store, you have a niche, you have
products, next thing to do is to start getting traction, seeing where the
traction is, there’s no need for you to push a product to sell, because if you
push it to sell, you push it to scale, so I have to do with the general store is
not to make as much money as possible, it’s to get as much validation as possible,
and see if there’s even traction, so once you have a product that sells, try
another five or ten products in that particular niche,
once you actually see that there is validation, all you have to do is take
that particular niche, open a new store, migrate the data to that store and start
testing again and again and again, so yeah, repeat the process, so eventually I
I wanted to stop here and and talk about what happens after we have a successful
niche store, which I didn’t actually plan for this speech but eventually,
once you have a successful niche store there, you have to probably open another
store to sell premium products as I told you before, because eventually I
don’t want you guys to get stuck on low margin products for a while, all you can do is sell higher margin products, attract higher a better data with these products and eventually niche out
right, so as long as you open a general store, I didn’t want to speak about because it’s trivial, but I put it
here when I made slides, eventually, you don’t want yourself to do
this story, you don’t want yourself to do the ad call, ad design and print on demand,
you want somebody already doing that for you that will, use ways that save a
lot of time by not doing stuff by yourself and you will look more premium, so don’t get cheap on a designer, don’t think that you can, I’ll just
find this product I will sell it and then maybe some time, I’ll get a design, eventually it is a good designer with the help of the gods will be your
first team manager, research, research, research, so basically I mean, I
planned this speech to be short and sweet and to the point, so from now on I
guess it’s the most uninitiated part for me, which is the free stuff, so who
this is stuff, so basically let’s talk about user experience, which is the
most one of the most topics in e-commerce as business, I
learned it from my business partner a lot of it, so a lot of people don’t focus
on how actually the prospect will see their product or their
store, people think that they can upload a lot of products in a niche, start
testing them and hope for luck but if you don’t put emphasis on, to have your
store convert as fast as possible, because you can think of the guy on the
bus right, you want to convert him as fast as possible before he gets off the
bus, before the dog barks, before the baby cries, whatever so you have to have a
store, which not only looks premium but you don’t have a stuff that are either
blocking the real estate of this screen or they’re slowing down the process of
him, buying so your job will be to make his decision to buy as fast as possible
and eventually if it is recurring audience, a recurring buyer, you have to
keep supplying the demand, one of the major,I would say, challenges with
having a niche store is to supply the demand, the easiest way to do it not
premium is print on demand, a lot of people neglect print-on-demand,
oh yeah, just I’ll do physical products and that’s it but
print-on-demand might be your best solution at worst of times, so
basically when I started out, I started testing, I wasted so much money on on
incorrect knowledge, incorrect information and on testing that you
cannot believe, so eventually I was so frustrated with I would say, even after
you have the success and you sell from Aliexpress and it the product arrives
too late and you have a charge and all that, eventually Aliexpress or any
other seller that is not accepting PayPal to me is hard to automate in
scale, because we print on demand, you can if you accept payment
through PayPal as we do, you can pay for fulfillment for shipping and for
Facebook through PayPal, so whatever comes to PayPal comes out of PayPal, you
don’t have to attach your credit card at all, this is the best solution for
people that just starting out ecommerce did not have a penny in the bank, do
print on demand, I designed the speech to be so short,
it’s crazy, so what else can I speak with you guys, so we spoke about
print-on-demand Aliexpress, so a lot of people is well neglecting, that’s a good
thing, a lot of people neglecting others sellers then AliExpress in terms of physical products and you have amazing products
that are US-based that you can actually access to Etsy, a lot of people relying
on the program that automates fulfilment from Aliexpress, we
have a lot of programs that that can do that, but on Etsy is the best place we
look for your first high ticket products, all you have to do, before uploading the
product send the seller a message, telling him, hey can you cope with
production, they have enough in stock, if I’ll pay you another five, ten, one, two
dollars, can you put my branding on the packaging and so on, so another
misconception that I didn’t cover here and I have the privilege of four minutes
of free styling is that, another misconception is —
never mind let’s move to something else, I have three minutes guys, okay so, once you have enough
validation on a niche before moving into actually a niche store you have to hire
enough workforce to sustain the scaling, which I didn’t speak before in, about it
too much, so a lot of people rely their whole operation on their shoulders,
which is a big shame because once you’re big enough or even small enough, you have
to invest at least 80, 100, 200 hours a day, well you have only 24, so the sooner
you start hiring people, the sooner you start automating and outsourcing your
labour, and as soon as you start focusing only on marketing, that’s the money, they
don’t waste your time on technical stuff, don’t waste your time on copy, everything you can automate, you have to automate it, doesn’t cost a lot
okay and if you get a designer soon enough, and they’ll get your vision soon
enough, you can make them into a team leader and they can run the force for
you, so don’t get stuck on the technical stuff too much, because it will ruin your
business, it almost crashed my business again, before I met my business partner
had some BS, hey you know, what what am i doing, so now we have 25 people working
for us, which is a blessing, we all only taking care of of marketing, so it’s
amazing, so guys if I can summarise it in just two minutes, don’t take it too
seriously, this ecommerce thing in the beginning, in terms of don’t think of it
too heavy, just uploading niches with products and testing, getting validation,
niching out into a niche store, automating it, repeating the process, I
didn’t know that my speech will be so simple to follow, and in terms of
time but this again, you don’t have to get too much complicated with the first
stuff, the complicated stuff comes after you’re dealing with workforce and
different marketing channels in the fields and all that stuff, so if you were
here just to make a first breakthrough guys, I don’t know what you’re waiting
for open the store and upload products and niches and start testing out, so I
guess that’s that I mean, I didn’t didn’t have enough, I would say, time here to answer questions, because the way I
speak, that’s the way I talk so eventually, if you have more questions
about the subject, if you want to even say, hey maybe can help me with the other business, I can help as well, so
hold on, so thank you, okay one last thing, which was the reason for me standing
here, I have a lot of long posts on Facebook that made a lot of money, for a
lot of people, for free, I share them for free, it’s five page posts, I have 13
of them there are the golden nuggets, okay, you can find them in my group or
across the hemisphere, here we have more in depth with what I’m talking about in
a concise written form, ecommerce buyers attraction mastery is my Facebook group,
so join in and e-commerce answers.com is our website, where we will bring this
ecommerce hub to the next level and we actually want to push a
movement of changing the mindset regarding business and in e-commerce and
in general, because if you are into making money on the internet, and that’s
my conclusion, start with e-commerce, this is like the best first breakthrough you
can wish for, so I guess this is my my time here, thank you for the audience,
thank you for your time and I’ll see you soon.

3 thoughts on “E-commerce on Steroids: Debunking Classic “Gurus” for Good | AWasia 2017

  1. This guy is so hard to listen to! I replayed this vid 5 times and still couldn't catch most of what he said.

  2. Okay, finally, I made myself do it one more time … replay! This time, I turned on the close caption, and pause a lot just to be able to read the captions. Yeah, this guy had a lot of excellent info, great insights to share, lot of golden nuggets. Too bad that his style of speech (the awkward pace of his speaking–fast, slow, and pausing, at often the wrong places) makes it very hard to follow him.

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