$100M Worth of Marketing Knowledge in 32 Minutes | Scale or Fail

This is Dr. Z, and he's competing for a chance to win $100,000 and this golden ticket which gives him access to an entire year of guidance from me and the team behind my $250 million per year portfolio. But for the next hour with me, where he'll explain his business and at the end I'll decide if he'll scale or fail. If he's chosen to scale, he'll move on to the finale for a chance to win the grand prize. My name is Alex Hormozi and this is Scale or Fail. >> I'm Dr. Ziad Ossi, MD. My business is Precision Health Concierge Medicine. I didn't like what was going on in corporate medicine and I think most doctors and patients don't. And so I wanted to open up a practice that really brought medicine back to where it should be with the patient-doctor relationship. >> All right, tell me about the business. >> I'm Dr. Ziad Ossi, MD. I own Precision Health Concierge Medicine. The business was in business for 18 years before I purchased. I've owned it for the past um 18 months. >> Okay. >> So when we purchased, um revenue was around 1.8 million. Um we've grown it to 3 million in the last 12 months, profit of 600k excluding my comp. >> What comp do you take? >> Last year it was about 300 and uh this year it'll be a little bit more than that. And then three-year revenue goal of $15 million. >> Cool. How do you get customers right now? >> Right now most of it, well, it used to be mostly word of mouth and uh over the past four months or so it's switched to SEO. >> Huh. >> Yeah. So originally um we had a rough first year, uh issues with the seller and then issues with marketing. So we knew that marketing was uh our big bottleneck and so we went out and uh interviewed five and we hired one and uh $50,000 later and no progress, we ended up firing them. Um and I went on the website and did all this myself. Um SEO know, out on the back end was trash. so when we finally found somebody to fix it, um they started actually doing their job and the SEO converted really well. >> So, what's stopping you now from scaling? >> Uh it's mainly the the marketing piece. Um we're just not that good at it. >> It is interesting. Um the $55,000 on that agency and and what you were saying earlier about like this [ __ ] >> [laughter] >> Um it's like cuz I see that and I just think like yeah, it's the cost of doing business. You know, like it's I wouldn't even >> That was the lesson learned. >> Yeah, but like it and it doesn't also doesn't mean agency suck. Like the next one you work with that worked fine. It's just like it's just part of the game. You're going to it's just you have margins so that you can try out a couple until one works. What do you think is going to get in the way of scaling for you? >> The landscape is changing pretty quickly and if we are not doing it correctly, it can fall apart pretty quickly. The technology aspect, just from when we started, the technology has improved so rapidly. If we don't do it properly, every practice that we go into that we don't do well could cost us months to, you know, a year or whatever that is when we're small and the competitors are going to eat us up. >> Okay. >> Do you not agree? >> I I'm all for having a lot of urgency. I think people are going to keep getting sick for a long time. >> Yeah, of course. >> Yeah, and I like if I were to bet on industries, I think healthcare's fine. You like which ones are going to get disrupted? They're going to have more time to themselves and I think there's also a a high-end component to this which is like you're servicing people who have money and you know, I I think generic healthcare will change a lot with AI where your GPs, your general practitioners, etc. People will always be willing to pay more. There always will be a slice. All right. Well, let's let's sit down and figure out how to scale this thing. >> The real reason I wanted to get in this competition wasn't necessarily for the money. What I really wanted to do was get the input from Alex because I did do one of the scaling workshops and within 6 months of identifying my weaknesses, we have already accomplished a lot of those things. And now imagine with what I know now with Alex's input, how far how much further that could take me. That would be really awesome. [music] >> Okay. So, [sighs] I I really think there's call it three real things to cover. Mhm. And that's kind of it. All right. So, the first is how can we speed up the referral machine, right? And so, the question is right now what are you doing? Obviously, you're getting word of mouth, but what are you doing in order to lubricate or facilitate it? >> Uh so, we need to do more open houses. We did two. Um the one open house we offered uh members a $500 credit for both the member and the new sign-up. And then we did some raffles, gave some people some free stuff, so we introduced them to some of the aesthetics. >> I love the giveaway. Um if you want to have like way more people participate, just give a year of the service away. Just a full year of your optimized health. That would be my grand prize. The second place prize um and the way I'm thinking about this is like we want you want every referral to have a great reason to tell a friend. For the customers that you have, $500 probably makes no difference, right? They're probably going to refer you anyways. So, and you just asking is what facilitated it. But to like make it so that it's social capital positive rather than neutral, um I it'd be better to do either your friend gets some real treatment, some actual thing that's like a body optimization, whatever, or the 6-month supplement thing, or that. Or uh you both get it. As like if you if you refer a friend, you get this treatment. The the stick is that it's a $1,000 $2,000 type I would say type ticket. Um but your cost on this is going to be way less than that, obviously. Um but the key is that if we can it's it's just a way better reason to come in. >> Yeah. >> Right? And the it's only for referrals. So, it's not like we're running that as ads. You just have like, you know, Tom, Dick, and Sally coming off the street who are like, "Oh, I heard I got a coupon for Like, that's not what you're looking for. >> No. >> But, it's like anybody who's an existing like it could even be a perk to me. Kind of like a like a kind of like at a gym. Um you have like you can have bring a plus one. That idea. But, like if you are call it our, you know, you have our 5K membership. Um you'll you get five times our $2,000 one-off treatment or $1,000 one-off treatment that you can give to your friends and have them come in with you to do it. To me, that's like a much more compelling offer. And then what this does is that it allows you that at every touch point we can ask them about it. So, it's like we have the you have the immediate close, right? So, this is kind of point number one that you can make it. So, you you just closed them. You're like, "Hey, by the way, a lot of people like to do some of these treatments together cuz it's a lot of fun. And so, because you're now one of these members, you're going to be able to bring a friend with you at each of these four instances. >> Mhm. >> And so, whenever they book it, ask what friend they want to bring. You like that? >> Yeah. And it'd be it'd be a great way because our aesthetics business is pretty much completely untapped. And so, that would be a great way >> to do and like >> one of the percent. >> people who are investing in that typically there's strong crossover. >> Yeah. >> Um the second is what is there what wow Let's what moment are people like, "Whoa." Like, you know, like what is that wow moment in the patient journey? >> Uh it's a little bit different for everybody. So, like, you know, the average 50-year-old guy who thinks he's perfectly healthy and he comes back in in four or five months and he's like, "Dude, I haven't felt this good in years." And then I'm like, "Yeah, it's cuz you didn't know you were feeling like crap. Now that we've actually fixed all these things." Or like, you know, the 80-year-old patient who you know, lost a bunch of muscle mass and could barely walk and now that we've used whatever treatments we have and they're like wow you know I actually got my independence back. >> Do you do love that? Do you do what cadence of of touch points do you have with patients? >> The older demographic usually starts out at a at a much higher cadence. I like 60 days and then 90 days and then we kick it out as we optimize we kick it out and then younger people so like if you signed up right you'd come in for your labs you'd do your VO2 max testing you'd do your nutritional analysis and then 30 days later you show up you'd come in for your one hour appointment with me. >> Is candy good on my nutrition analysis? >> 100% perfect for you. >> Solid. I love that for you. >> So and that's the thing it's personalized medicine right so you do what you want. I just give you the information. Yep. >> What I'm trying to identify by asking the question is if there's a universally they're going to feel much better at day 90 >> and then get the referral. >> Right. So it's like maybe 90 >> because it's it's >> 90 days is a good spot. >> Okay. >> We have actually already kind of solidified on that 90 days that we're going to start implementing. >> So we have wanted our close. This is our offer. >> Mhm. >> We have our 90 day and for me I would want this to be a bam fam process meaning every one of these kind of meetings we we set the next one and then we say who do you want to bring with you? And so it every it's almost like assume that you're going to bring someone with you every time because that's how we do it and we've also and I'm sure there's tons of research you can back it up that people who do healthy things together are five times more successful blah blah blah blah right? And so this is like this is evidence backed which it is. Uh when you do things together you will get way better benefits. So like let's like I'm doing this as a practitioner this makes sense. >> Um >> A lot of times that's how we get family members so wife signs up we get husband or husband signs up we get wife. >> Yeah. So the third is you have a newsletter correct? >> Yes. >> Okay. So what's the CTA inside of your newsletter? >> So we are we're very low pressure right? So we don't have calls to action. I'm realizing now uh as as we're further in it that I truly do now feel that our product is so good that more people should know about it. And so, we're we're not afraid to ask people. So, I have not thought of putting a call to action in the newsletter yet. >> This is what I want you to do. P.S. >> Perfect. >> Very simple. It's very just it's it's just it's not in your face. It's just like P.S. Um this quarter we're running a uh uh you win a year of our premium VIP service. Um from any of your friends and family. And so, if you want to enter and anybody who enters automatically gets that, no matter what. To me, that's like pretty compelling. Uh because they're doing their friend a favor because they're getting this no matter what. But then, the friend is really excited and uh for this big giveaway. And the nice thing with giveaway specifically is that you can tell everybody what the price is. So, there's no sticker shock because when they come in and then we offer like they come in one person wins the 20, but then everybody else you're like, "Great. You can do the 5K or the 10K or whatever else." And I think you doing the drawing at if you do that raffle thing that you do like once a quarter, you do one of these to the list, that'll probably in and of itself generate a lot of business. >> Yeah. >> Okay. That feel okay? >> Yeah. >> Okay. So, this is kind of like the referral referral engine. So, we needed a referral offer, which I think this feels feels okay. This bam fam approach of like you're going to get five of these called coupons, not coupon, we wouldn't use that word, but like uh every one of these five treatments you're going to have the option of bringing somebody else with you because of all the evidence reasons that I just said. So, who do you want to bring with you next time? Cuz now we're not asking for referrals. We're just saying who do you want to bring? It's just it's just much easier. Yeah. Okay. So, the second element of this beyond the referrals, um walking through the sales process. >> Now, since we have the sales uh the marketing person in-house, >> Mhm. >> uh she handles all of the calls. >> Okay. >> And so, she does her um script about what our office is and then um she finds a 15-minute time on one of the physician's schedules. >> So, there's a phone call first. >> Mhm. >> All right, and this is the marketing girl takes this. >> Yep. >> All right, so this is set. All right, and then they come in person or they go zoom? >> Uh for the most part it's zoom. I would say about 10% come in person. >> Interesting. Okay, and then the zoom is with the doc? >> Mhm. Uh well, the zoom is is with Halley, uh the >> Marketing again? >> Yep, marketing. >> So, this is doc plus her. >> Mhm. >> Okay. Got it. Now what? >> Uh they either sign up or they don't. And so >> call? >> Yep. And so if they want to come in to do a little bit more discovery >> Mhm. >> they'll do they'll do a walk around with Halley and then they'll decide whether they want to sign up or not. >> Got it. Um so I got to I call in. Hey this I need my health to be not stuff sucky. Uh she says, "Great, let me see if I can find a 15-minute slot on Dr. Z's calendar." And then she you see a 15-minute slot on your calendar. She takes she hops on the zoom. She says, "Okay, let me go get him." She gets you. You hop on. You say, "Hey, I think you should buy some [ __ ] from us." Uh I'm kidding. Uh and then the person says, "Yeah, that could be interesting." And then you're like, "Halley will take care of the rest of the the the business." And then you hop off and then Halley closes the sale. >> Yeah, eff- effectively the what not effectively that. Effectively why they want to speak with the physician is because they want to know what we're going to do, right? Cuz what we're doing is is a little bit different than most other physicians. And so they want to take the time to understand if we actually do what we say we do. And so it's kind of building confidence for the patient like, "Hey, we're going to do all these things and we know what we're doing." >> Okay, great. So, after that they then come in person. Yeah. Okay, so they get on boarded in person. And then at this visit that's all on boarding. Do they get any treatment? >> So, uh what we do is we have instructions for fasting labs um based on that first call. We've analyzed uh what type of labs we want to run with them. So we do labs here. >> Mhm. >> Okay, got it. And then? >> Then they have a in-person meeting with the physician 30 days later. >> Got it. So to me this looks like a warm process, not a cold process. Uh cuz someone just getting on the phone and having a phone call and then 15 minutes to 10k a year they've got to know something about you most likely in order to make that purchase here. Um this will work for the style that you were doing right now. The close rates are fine. Like if you were running meta ads um or search ads it would be it would be unlikely that that you would need to put more friction in the process in order for this to work. >> But I'm not necessarily sure that that would be my immediate recommendation. And so if we're looking at the demand side of the business further this way. Um I think basically you should probably have an event-based marketing strategy. >> Mhm. >> Rather than ads-based. Not to be clear, not that ads-based doesn't work. It does. I'll give you I'll give you two adjacent strategies that you can do in sequence rather than a true like like rather than what I would consider to be a traditional like call funnel, which I don't think is the strategy here. So number one is you did one event, right? And it was honestly lackluster in your ability to do the main thing that would have mattered for the entire right? And so like I think there's a world where you could have spent $10,000 and made like 400 instead of whatever you made 70, right? So in that world it's like how can we do one a week? >> Yeah. >> Well, I guess that's that's really my question is like is there anything that prevents you from doing one of these per week cuz there's for sure events you're in a big enough city. >> Where you're in um >> Sarasota. >> There's probably a health or wealth or business-related event >> Yes. >> every week for sure and probably more. And so, I would take that as my primary kind of like paid strategy is you bring the big machine that you got and you do the expensive scan, which is normally $500. I don't know. What is it normally? >> So, realistically, we could do like 150 bucks. >> Okay. >> There actually There is another machine that we're going to buy that people are literally driving across the state. So, people do pay $500 to use that machine. >> Is it something that people would get more than once? >> Oh, yeah. You do it every 6 months, especially once we put you on treatment to analyze. >> Okay. So, then I would say I would still do a giveaway at the event, which is a year of scans, right? And I'm trying to think like maybe call it like a year of digital health, cuz no one says a year of scans, right? So, it's like a year of integrated health. Same big idea of giveaway, and I just wouldn't be afraid of like this is marketing. We have to be willing to give things away, um, and know our math. The first time you do it, you're afraid of that you're going to give one client away, but you got 475 patients. It's not going to make a difference to the business. And so, it's like I would be willing to give away the 20K thing, because what's that going to do? I get to talk about it to everybody, but it's like it's not a it's not a it's not a pressury sale. I'm like, this is what we do for our VIP. Enter here. In the meantime, go get a scan right now. You're going to have a line. That's what I want. I think what I would do is I'd have my scan is I would have people watch a VSL and set an appointment for later that day for a close. You just want to have You need some separation. So, if there's any Is there any part of this process where there's some kind of baked-in 5-7 minute wait at some point? >> Uh, the the scan itself will take 20 minutes. >> Okay. Can they watch something while they're getting scanned? >> That's true. Yes. >> Okay. Great. So, we do scan plus VSL at the same time so that they understand what's going on, but the whole time they're being sold. And then right afterwards, you can have those close meetings. You'll know immediately if it feels too fast. If it does feel too fast, I would just set the next appointment and add a VSL in between. That would be it. So, like V1 test is scan plus VSL straight to close. The V2 of the test if for some like you'll get a vibe if you're like people feel like this is too fast. Then V2 is um scan plus VSL and then we do appointment as our next meeting. And then before they have the appointment either VSL and then you close. It's still two appointments. I'm just saying you may schedule it here. >> Yeah. >> Okay. So, I would just say like can we do one of these per week? And from a scaling this perspective every practice that you have, you get there's going to be events they're going to have high net worth individuals that are older that are going to be attending and it doesn't really matter. Like you could go to a cigar for maybe. They might [laughter] have they might I mean hey, there's people who like cigars who also still want to be healthy. >> Yeah, 100% we could bring in a um >> free thing to give away. >> Yeah, yeah, exactly. Um so, I think this would be my this would be my strategy. Big giveaway. Everybody gets a scan. While they're watching the scan uh we then set them up for a close. If not, we schedule and then and then meet up the next day or we can do zoom afterwards either way. But this is going to be monster lead gen at the events. The second, which is the even more scalable version of this, which honestly you could probably do this and get to your 15 million, um which I like hesitate to even bring up more, but we're doing it for the people at home. Um I would like you said you have a partner that's in wealth, financial advisor stuff. So, one of the most common for like a high trust sale in person events and workshops work better than just about anything. Yeah. And so, you could do a one-day full health thing that includes this scan um and maybe one other thing that's baked into the ticket. Um and then you just talk about your stuff and it could be a half day, it doesn't really matter. It's kind of like the diabetic dinners that you might have heard of that that kind of world. Um it's the same idea and then I would probably meet with them in person to close. Yeah. Cuz you have And so, your lead gen is basically ads. So this is where this is where like meta this is where meta ad campaign would be like more viable. But you're going to have to sift through the the crap. But you also have the ocean to go after. So that's a bit of the trade. Um but I'll just walk through this. This is for sure what I would start with on the demand side. So we'd run meta ads, it goes to the uh one-day uh workshop. Name it whatever you want. One-day workshop uh with the you know you know, $500 in scans, whatever. Um you can charge money for it, you can have it be free. It's probably better to charge something for it. Make it $99 just so you get a little bit of riffraff out. You also have a card on file which makes the close easier. Um and then from there then I would just book all the in-persons. >> [snorts] >> And then at the in-person and then Holly does the close. And between here they watch a VSL before they come in. So it's basically ads, uh pitch one, schedule, pitch two with VSL in between. So if we're looking at big picture what this hits overall the big meta thing is the attraction offer that you're going to use as a giveaway. That's going to be to get referrals. And then the bam fam, so book a meeting from a meeting. Every time that they have their treatment, we should ask them who they want to bring and that's one of the big benefits. And then we peel them off and we run the sales process cuz they're going to be warm anyways. The existing process will work. Newsletter at we add our PS and then we uh add our our 90-day you know, checkpoint as well. But I still think this is going to do the majority of the work which is every single time they have a meeting, ask who they're bringing with them. And that's one of the main benefits of working with us. Now you can't bring the same person twice. But you can bring anyone you want. Cuz the marginal cost is nothing and if you convert a third it's like who cares, right? Um sales process I'm not going to mess with. This is what I think is going to be the big thing on the demand gen side. Um and you already know how to do this. Uh and so it's really just how many events can we do. And so I would just challenge you to be like, can we do one a week? You'll close a year's worth of income every every event. >> I mean, that would be incredible. >> Yeah. I mean, if you have a 300-person event, you could probably with that kind of offer get scans on a third of the people there. Get 100 scans. If you convert 25% of people who get scans, 25 sales. >> be nuts. >> Right, it's 2.5 million an event in LTV. >> Yeah, that'd be nuts. >> Who cares? And to be fair, what I'm seeing cuz I look at all the businesses, the people who are running this model are printing right now. And so the numbers are insane. >> Yeah. >> And you have unsophisticated business owners, which health professionals tend to be, um, even the entrepreneurial ones. And it's just cuz like most of them the reason I laughed at the $55,000 thing is it's like there's a curse of being a physician, and I know this having three physicians in my family, um, is that because you started in business trading your time in the beginning, there's a tendency to like think in small numbers. And there's a reason that like not many physicians actually scale their practices. Like, by number of physicians versus scaled practices, it's a crazy ratio compared to almost any other business. Um, and so there's this trap of making a lot of money, but not so much money. It's like enough money to be comfortable, like golden handcuffs. And so they tend to be very risk-averse because also the type person who gets into medicine tends to tends to not always, but is very risk-averse. Um, there's also the world of defensive medicine and all that I won't get into. Um, but all that to say, it's like that 55 grand, who gives a [ __ ] right? And then betting on this, uh, you know, $10,000 says like, they want $50,000 for this event. It's like, yeah, but if we do a million bucks, who gives a [ __ ] And we might do one, and it might not work, but it's like this is the game. And all we got to do is find one event, and then after we have that one event, we just know from every year here here going forward, you're now in our permanent event calendar. And so the goal is we just get we try out event, try out event, and then it's like every other every third becomes a a humdinger, and you're like, great, this is permanently in the calendar. And every year we reach back out and say, hey, let's be a platinum sponsor, whatever. And then that becomes the marketing cadence, and then you're going to hit capacity really fast. >> Yeah. >> That would be the game that I would play. >> I agree. Feel good? Great. >> Any questions about that? >> No. It's uh I like I like this idea because um it's it's kind of the way we were going, but um this is a better way to do it. >> Right. So, yeah. That's how I would do to scale this thing. >> Thank you. >> Yeah. Appreciate you. Yeah. Easy. >> [laughter] [music] >> All right, let's look at the scaling road map. Let's see let's see where the the practice is at right now. You're doing 3 million, right? How many people work at the practice right now? >> 16. >> 16. Okay. So, you're you're going to be in this phase into this phase to the product highest optimized phase. So, 10 to 19, you're in like kind of the director. I don't know what your your title is, but it's probably medical director or something like that. Or is it CEO? >> I'm the CEO. >> That's right. Chief CEO. >> I yeah. >> Board. Lord of lords. >> Lord Aussie. I kind of don't have a I true title right now. Basically, the the other founding partner, he is he's the medical director. Um so, I'm kind of in this weird phase where I'm almost still part of the business, but I'm not. And so, I'm trying to figure out what that, you know, role actually is. But essentially, my goal is to try to help grow the business. >> Cool. So, if we're looking at this, this is where you have to graduate into the next level. So, I'll just walk through this really quickly. Um but right now, you're in the process of having this kind of supplementation in the aesthetics angle. And so, like that's what you're building into increase LTV right now. All right, that's thing one. From the um spending more niche down messaging with new offer. So, for us, the new offer is going to be that giveaway. >> Mhm. >> Right? Um and that's that's basically the play here. Now, the sales ad material, you're in process for the VSL. >> Mhm. >> Right? And basically, building out this sales motion Sorry. This sales motion um that we just went over. That's kind of like what we need to go what we need to do to graduate from here. And then the the the CS playbook, the onboarding, is this bam fam referral process, where it's like, "Okay, bring a friend every single time, and that's the that's the game that we're going to do to increase LTV on the back end." Now, from like, what are the problems that are about to hit, right? Um quality is going to start becoming an issue as you get more and more patients, especially as you get this this machine turned on, and then you're going to have new new docs in that aren't as experienced, don't know you as well, etc. And so, it's like, how do we have incremental product improvements um for the customer roadmap that we're on? The uh you probably won't need to worry about the ad assembly because we're going to be doing um basically event-based marketing for now, so it's really just reach out is all we have to do there. But, sales training is going to become a bigger issue at these events. And so, it's like, we're going to have to get better and better and more systematized at the sales training. Also means that like, you're going to have to like coach Halley might have to coach other people to do it because there might be a world where you're doing two events a week or three events a week, right? Um and then uh I'm going to bet cuz you're at, you know, almost 500 customers, when you're at 500, you're going to see that there's some clear cohort cohorts. Yeah. Um and we covered some of this activation with that 30 and 90. Um but, there's probably going to be a customer in there that's willing to pay 50 or 100,000 a year. Yeah. And we want to give them the opportunity to do that, right? And so, we don't need to worry about that now, but that's like what's coming around the corner. And so, that's where we got in the scaling roadmap. And for anyone who's at home, you can download this for free. Just type in information, it'll tell you where you're at. There's 90-minute 90-minute video that tells you what to do. Okay. So, I'm going to simplify this cuz we talked about a lot, but I want to like every person who comes in, we need to ask them who they're bringing with them for the each each treatment. To your list, we're doing giveaway once a quarter. Which, in this 90-day period that we're talking about, this has to happen. >> Yep. >> And you need to get really violent with how many how many events are coming up that you can attend and run this play. Let's say, do you have kids? >> No. >> Okay. Do you have a wife? Yes. Okay. Let's say your wife gets napped unless you do a certain amount of events. How many events do you think you can do between now and 90 days from now? I'm being dead serious. >> I would do 90. >> You do 90? >> If if if that were the >> Well, how about Well, then can you do 12? >> Realistically, what we were planning was one per month. >> Okay. I would just like to say let's do one a week and yolo it. >> We will try. >> Your wife's going to get napped. >> We will do it. >> Okay, great. >> [laughter] >> We will do it. >> Okay. Well, I just want to see a world where we do 200, 300, 400k from 10 events over the next quarter. >> That'd be fantastic. >> do 4 million. And then you're already pacing your I mean plus your three, right? You're you're you're already pacing your at least, you know, 10 million plus by the end of the year minimum. >> That'd be nuts. >> Or awesome. >> Or awesome. Cool. Let's do it. >> [music] >> So, overall, I I'm a little bit biased because I I was raised in in health care. Ironically, I don't talk about it much, but I was raised in health care uh with both parents as physicians. Um I really like health care in an AI world. I also really like health care because the there's so much low-hanging opportunity that exists in the marketplace right now and I don't think the demand's going anywhere and from a a macro marketplace perspective, all the people who have money are getting old and there's way fewer we're not making as many people. >> Yeah. >> Um and the people who have it don't want to die. And so and they got the money to try and prevent it. And so this part is booming. So, there's a huge supply constraint issue number one. Number two, the people you're competing against are either massive or tiny and there's not a lot in the middle and that's very exciting. Three, traditional call it um marketing and sales motions and done classily, not shittily, um unlock like not just like 20% or 30% incremental improvements, but it can be like 10x, 20x improvements in the business like very short periods of time. I think that you will be able to do this. And I think that from a revenue perspective of the businesses that I looked at today, this will probably be the one that I think can generate the most money in the shortest period of time and also has a model that uh can be replicated. So like this event-based motion guys a white lab coat, you run the scan. It's like very straightforward. And the LTV on this because no one is really doing it, it's still crazy. Um maybe in the next 20 years it'll start coming down and all that stuff will happen, but we're so far away from that um that this excites me. And so uh on the on the That's on the scale side. On the fail side, um the things that worry me is is uh it I don't I don't feel a huge amount of uh marketing chops. Obviously, there's Halley, but like I don't know Halley. Um and she great. Yeah. Um and to grow the business I'm a big believer and one of the hardest parts for physicians is that they typically make enough, like I said earlier, that they don't want to invest more in their education cuz they were like, I did enough education, but it's still like a totally different game. Um and they usually don't want to They're afraid of marketing, they're afraid of selling, they're afraid of seeming a certain way. Um a bunch of mental blocks around pricing because then they have this whole like, I'm I'm trying to do good, but then I don't want to it it it becomes this whole mess. And so that's usually where where docs fail. They also tend to hold on to things too close and say no one can do it like I can do it. There's also usually a lot of ego. I'm mixed on you. I'm not sure uh on that side. Um but that is usually a huge issue when I'm dealing especially with with physicians, surgeons are even worse. Um I come with both parents being surgeons. Uh Anyways, um all that to say uh I think this plan will succeed. And then if we're looking at the next 90 days of scale or fail, we're scaling. So I'll see you in 90. Will you do 10? >> Yeah, for sure. >> Just do this, dude. If you just do this. >> Yeah. >> Thank you. All right. Rock and roll. The conversation really helped me to solidify our plan and it's it's really cool when somebody um gives you advice and you're on that track. And so, I really want to [music] try to um open up the different opportunities that can come from what we talked about. >> So, we had eight business owners out and they're all competing for $100,000 and working with me for a year to scale their businesses. And so, that was Scale or Fail. We'll see you next time. >> All right, guys. Dr. Z here, Precision Health Concierge in Sarasota. Little update uh since we filmed. So, I'm way off schedule. Never going to achieve what Alex gave me to do and I'll tell you why. Sarasota is very seasonal. We shut down from May to September. Half the population leaves. And so, I quickly realized I was going to struggle to find the right events. Alex had said, "Don't make your own events because that's two steps ahead." Well, that's exactly what I did. And now we have an entire lecture series set up with a couple of venues that are where our ideal clients live. And so, this is actually a a great thing for us because people, after seeing me on the um as one of the contestants on Scale or Fail, are now actually reaching out to me. And which is exactly what I wanted because I want to help physicians deliver this level of health care all over the country. So, I think it's all been a big win and and we'll move forward and be successful.