Sam Ovens: Hey Everyone, Sam Ovens here and today I have Danielle Leslie on with us and Danielle's got an awesome story and she started a few years ago working at Udemy, which is like an online course company and she was helping online course sellers to get more customers and generate more money, uh, using the Udemy platform. And she got started there and then later on she decided to start her own business, helping people start their first online course.
So really helping people who have some experience or it's like a really good story or things that they've learned from that they can teach other people to help them in their own lives and helping them really take that knowledge and turn it into an online course that they can sell and generate money doing it.
And Danielle's been pretty successful with this. She, within her first two years of doing this, she was making $130,000 per month. And then Daniel [inaudible], Daniel joined consulting accelerator and then at quantum mastermind, and then very quickly she was able to get to about $250,000 per month. And then in January this year, you had a month where you made, what, $850,000?
Danielle Leslie: Yeah, 830 [inaudible]
Sam Ovens: 830. So those are some pretty awesome numbers in a pretty short amount of time. And on today's interview we're going to discuss how that happened and really dig into some of the details so that you can learn from, uh, from Danielle's experience. So thanks for jumping on with me today.
Danielle Leslie: Yeah, thanks so much for having me.
Sam Ovens: So let's go back to you, to me days and you're, you're sitting there and you're helping these online courses, sellers, why did you decide to leave and really start your own thing?
Danielle Leslie: Yeah. Um, so it was interesting because by the time I got to you, to me, I had already actually tried creating, glide already created and launched my own course in 2012 just on my own. So, um, I had my first kind of launched just on my own, uh, doing a live version. Basically what I teach today. Um, and when I reached a ceiling with that, that's when I joined you to me to kind of like level up. So at you to me, um, I got to kind of, I guess learn more and I learned that actually you can create a course on any topic. Um, and I learned that you don't need an audience to be successful with it. And so in all of that experience, I learned that, you know what? I know that like this is my purpose. I love working with people of different backgrounds.
Danielle Leslie: Um, and so after you to me, because by that time that was my third online course I created while I was at you. To me, it just got the attention of another startup. And so I left after about three years and worked for another. And so the reason I ended up starting my own business was by accident. I got laid off from that other startup and fall of 2015. So when that happened, I thought I would just go out and get another marketing director job at another startup. Um, but I had friends reaching out to me and saying, Hey, can I hire you to consult me? Like our company is launching their first course. Um, can you come on and show me how to market to small business owners? Um, can you help me launch my course and help me with this ebook? Um, so in the first 30 days, I made over $10,000 just from people in my network who I had been kind of advising and giving advice to over the years. Um, and that's kind of where it grew from there.
Sam Ovens: Got It. So the piece of advice that they were seeking from you, and it seems like what your expertise is, is getting that first course built and created an out the door.
Danielle Leslie: Yeah. Back then. That's what I was really good at. Yes, exactly. Yeah. Got It. And, and it was, it was really leveraging, like my background in startups, right? It's like I cofounded a startup in 2010 and one of the big things I learned was that the best way to get things out of the door make an impact in this world is to ask herself, how can I create, how can I solve my customer's problems with no tech, no tech necessary? What is the fastest way from a to B? How do I get this out into the world? And so yeah. So that's how I started, uh, with building my courses. Like my first course launch was like no tech. Um, and then yeah, that was kind of like my method that I started teaching people
Sam Ovens: and by no tick do you mean like no writing code?
Danielle Leslie: Uh, yeah cause we still need a computer. Right? I know I consider like a computer not know tech, but yes, all you need is like an Internet connection. So how can I teach my course live, right. That that was the first version of my course is teaching at live over, I think I use like Google hangout. So yeah. Got It. Yes. We'll sales page. No. Yeah. None of those softwares, platforms, things like that.
Sam Ovens: Got It. That makes sense. And when you first started teaching people how to do this, where they came to you, how did they know that you knew how to help them?
Danielle Leslie: Yeah, so it was based on the little information that I was putting out on my Facebook page. So ever since, you know, probably 2010 when we cofounded that startup, it's like I was tweeting back when Twitter was a bang for me. Um, you know, so it was just me sharing these breadcrumbs along my whole career. Um, it just saying, oh no, I'm working. You to me was so excited to be helping people do this. Um, and then after that it was, oh, now I'm helping this client. So it was really all those breadcrumbs I left on my personal Facebook page. Um, you know, just sharing my knowledge in real time. And because of that and because of in person interactions, uh, people would come to me and say, Hey, I've got this issue. What do you think? Um, those are the, the reasons knew I could help them. And it was a lot of imperfect stuff. So one of the, you know, the job I got to you, to me it was because they saw these like wacky youtube videos I used to do, like back in the day that looked terrible that my sister would shoot for me in the backyard when I had to move in with my mom when I was broke. But it's like leaving those little, you know, bread is online, showed people, oh, she actually knows what she's talking about. Um, so yeah, so that was really it.
Sam Ovens: Got It. And how did you sell this to them? Like, cause at that time you, you probably didn't have a course set up for this and pricing and a whole business built around it. Like how did you approach that?
Danielle Leslie: Yeah, so I started with, um, kids consulting. So yeah, first it was just selling over the phone or sending people to, uh, you know, uh, an invoice over freshbooks. Um, and then over time I developed, you know, my framework I would walk each consulting client through. And it was six months later after I had lost my job. Um, and I'd worked with a number of clients by then and that's when I said, okay, I'm ready to actually turn this into a course that more than one person can take it at a time. Um, so I actually launched into it by accident. I was kind of forced into it because a friend of mine was putting on a women's conference and she said, well, you emcee at the last minute. Her Mc I think dropped out or something. It was four days before the conference. I emceed the conference and I just ended up sharing a lot about how you personally have you Max, uh, optimize how you monetize your personal brands and just sharing, you know, different things I learned.
Danielle Leslie: And through that the women at the conference said, who was that girl? Danielle, can she like give us more information? Like can she do some kind of presentation for us? Cause I didn't speak at the conference. And so my friend said, can you do like a Webinar or something? Um, and I was like, okay. So that's really how I presold the first version, of course, from scratch. It was like July, 2016 I was forced into doing this webinar. So I said, all right, screw it at the end of the Webinar, I will pitch course from scratch. Um, so that was it. I did the Webinar, um, you know, follow the template, uh, pitched it at the end and I made $8,000, um, in, you know, seven days like from those people from the conference. And so that's how it got going. Uh, if it was up to me, I probably would have waited three more years to launch it. Um, but yeah, that was kind of the first version.
Sam Ovens: Got It. And you, so you spoke at this event and you, you pitched this course that didn't yet exist. Right? Right. So you're pitching the concept of it thinking that if no one buys it, it won't build it. If people buy it or build it. Yup. Then they buy it. And how much money of it to do sell again?
Danielle Leslie: Uh, $800. Eight grand.
Sam Ovens: How much was, was it per person?
Danielle Leslie: Um, I was, it was, it ranged from 11, I think, $1,100. And then my payment plan was uh, yeah, around that price.
Sam Ovens: So roughly like seven customers or something. Yeah. Got It. And then how did you, how did you approach that? Because I know a lot of people think, well, I have to build the entire thing before I sell it, but then you went and sold it without doing anything. Obviously you couldn't immediately give people a login right there at the event because there would be nothing. So tell me how you approached that.
Danielle Leslie: Yeah, so, and, and just to be clear, so I did it. Um, it was a webinar. Yeah. Then I sold it at the event. Um, so after that, first of all, I didn't even have the name of the course. I called it a completely different name. Um, so yeah, so I sold it and then I was like, oh shit, this is real, so let me try to continue selling it. So I actually made that the beginning of my first big launch under my own personal brand. So I told those students hold tight and I just let them know the courses starting September 1st. Um, and that was it. And then I went out and I said, okay. And I hired a, I found like a Facebook ads person to just set everything up for me. I did all the audience and targeting research for her, wrote some copy, she set things up for me.
Danielle Leslie: Um, so I spent a little bit of money and spent like $1,400 on Facebook ads and then made $4,200, um, immediate and immediate revenue from just the Facebook ads. And then, uh, the rest of it, I, what did I do? The rest of it was just family, friends, organic posting and things like that. So when it was all said and done, I spent about 60 days total from webinar people, Facebook ads, people, organic stuff. I'm so over 60 days ended up doing a 20 k a launch and I that time still had no course content, no nothing created. So when like I finally ended like the sales period, I said, okay, everyone, it starting in two weeks. And then I had to go back and say, okay, everyone, I need two more weeks. Um, and so finally, you know, day one I opened it up and I only had week one created. So I created it in real time. I drip the content. So I just created some slides, did voiceovers for just week one, uploaded it to teachable and then send to everyone the login and it was like, okay guys, week one is up. And then while they were taking week one, I was in the lab creating week too. So I just created it week by week. So by the end of the eight week program, the whole course was created.
Sam Ovens: Got It. And so when you were doing the pitch on the Webinar and saying buy this thing, did you say it's going to be ready in seven days or 10 days or because they, you couldn't give them immediate access, right?
Danielle Leslie: No, I gave, I think I gave them a month. I said in September, I think I said in August, but ended up being September. But yeah, I was in like in August it'll be ready.
Sam Ovens: And what was your reason for that? Like how did you explain that to them?
Danielle Leslie: Oh, no explanation needed. I just said that's when the program starts. Got It.
Danielle Leslie: Okay.
Sam Ovens: Oh, because you were doing it kind of live with them the first time anyway.
Danielle Leslie: Yeah, I they, yeah, they
Sam Ovens: watched the prerecorded videos and then we did live coaching calls. But yeah, on the Webinar, I mean I just let them know the program starts, the phrasing was just like the program starts August, 2016 so it sounded, you know, official. Got It. Yeah. And that's helpful for people listening that you don't have to build the whole thing before you sell it. And it's actually, it's pretty dangerous to do that on your first time around because chances are you've got it wrong.
Danielle Leslie: Yes. And the only really, the only reason I recorded videos was because I had already worked with so many course creators before and I'd already worked with a lot of people one on one. Um, and so I knew the framework and I at least had some case studies like, oh, my method does get results. So yeah. Otherwise I actually, yeah, you should just do it live with no, you know, no prerecorded stuff. But yeah, I prerecorded because I had already had some case studies.
Sam Ovens: Got It. And so you, you presold it, you've got those customers, you took a month to put it together and then you started going through and releasing one week at a time with the customers live and they would watch the prerecorded videos and then you would hold like live coat group coaching calls. Yes. And that was once a week? Yeah. And how long was the program in total? Uh, eight weeks. Got It. And why did you choose that?
Danielle Leslie: Um, when I worked with private clients, we always ended up working with a 60 day launch cycle. So I just made the course eight weeks as well.
Sam Ovens: Got It. Oh, because that was before you were used to running evergreen things. You would, you would, you would throw them live like, yeah. Yeah.
Danielle Leslie: Like one exactly. One cohort at a time. Yeah. Yeah. I remember that. I did that. I know. I know. Yeah.
Sam Ovens: I remember when I used to do that in someone even just mentioned the idea of something just for sale all the time. I was like, no way. This person's like hallucinating or something. There's no way you can do that.
Danielle Leslie: I know people think it's not scalable. They're like, how are you going to scale that? Like how was that even possible? How are they still going to get amazing results? Yeah.
Sam Ovens: Yeah. That's real interesting. You think that people, the thing that's getting the people results is the fact that it's live or like that everyone in the group is in the exact same week as they go through, like all of these things which turn out to be not even really helpful. No. It actually helps to mix things up. So like, yeah, there's people who have finished the course a year ago that are in the same group as people who are on day one of the course.
Danielle Leslie: Yes. That I'm seeing that effect, um, in the group and my group now and it's amazing. Yeah. You, you learn so much from other people at different levels.
Sam Ovens: Yeah. We'll otherwise, it's like, you know, if you've
Sam Ovens: got a hundred people who don't know what's going on at all all together, how are they going to help each other? Right? Mm. Yeah. Got It. So you sold that and what happened next?
Danielle Leslie: And then I went into hibernation, so I, so they sold that, that was, um, 2016 so it was fall 2016 finished with the cohort. Um, the students got okay results. I wasn't blown away by the results. And so I was like, oh, great. Um, so I went in hibernation because I, well, one I was just afraid to launch again. Like I was just getting in my own way. I was like, there's no way I'm going to have this success again. I don't know what I'm doing. Last time I had the conference to help me launch, I don't know. So I took like, what, six months, uh, off to kind of just be like, what am I going to do? Um, and then when I decided was, okay, let me just do, go back to my roots and do an NBC and do the minimum viable course, do a live version.
Danielle Leslie: So in January of 2017 I called it the star your course boot camp. And I was like, let me just go back to ground zero. I'll get five people enrolled, I will walk them through, you know, once a week. And I asked myself, how can I reduce what I teach into a four week program and get them even better results than I did the last time. Um, so that's what I did and I just used, you know, Instagram, I put up a few posts, got five or four people to pay me $500 each for this, start your course boot camp. And then I taught them, um, and it was so much better. It was more succinct. I, and what I did is I overcomplicated the process for the first group. So when I did the first version, of course from scratch, it was way over their head.
Danielle Leslie: It was for a more advanced group. And I didn't realize, no, we have to take it back to the beginning. So that's what I did with the starter course bootcamp. And so therefore they got way better results. Um, and yeah, and so after completing that, I said, okay, now I'm ready to go back out. Um, although I still took several months to go back out. Um, and, and, you know, sell it again. Um, but I ended up, yeah, selling it again like maybe six months later. And that's when I introduced, um, like webinars and started doing the weekly Webinar, um, later that year.
Sam Ovens: Got It. So the, the couple of things, the first one is you said you weren't impressed with the results. How will you defining and measuring results?
Danielle Leslie: So that was one of the problems. I W so I had my list of markers then I was measuring them off of, so I don't even remember what the milestones were back then, but I'm pretty sure it was something around building your audience, like a number that they had to build it too. And I showed them how to do that. Um, I honestly don't remember what the milestones were, but I know that they were poorly chosen milestones that were not appropriate for my students' level. Um, yeah. And then so my, what I taught them could teach them how to do those things, but they didn't even have the foundational, uh, you know, already have an audience or already have marketing abilities to get to those markers. Um, yeah. So now, now I've like re you know, refined it where yeah, we have very clear six milestones and they are designed for anyone like Whoa, homeboy off the street who has no idea about marketing and sales can come in and achieve every milestone and it's very clear. So now, yeah, there's a clear measurement for whether you succeeded or not.
Sam Ovens: Got It. And what things did you have in the first version that was too complicated that you didn't have in the second version?
Danielle Leslie: Uh, so the first one, let's see, I think the first one I had them doing for list building, I haven't created a Freebie. I had them doing I think a video series. Basically everything I did for my launch, I had them doing those things. So I was like, you should create a Freebie you should do with free video series. Um, I probably had the Webinar in there too, but didn't go into depth about it. But those were the big things that threw people off when I asked for feedback. What happened? They're like, I didn't know how to set the Freebie APP. Like you've got to do a squeeze page and design it and figure out mail chimp, convert kit, all this crazy stuff. Um, and so that's when for the start your course bootcamp, I scrapped it and I was like, screw that. You're going to text people, you're going to go on Facebook, you're going to private message people. That's how you're going to build this list on a spreadsheet. Google sheets, like there's no need for an email service provider or a sales page or a Freebie or anything like that. You're just going to ask people if they want to join your list.
Sam Ovens: Got It. So you really just stripped out a lot of the weight and complexity and made it as lean as possible.
Danielle Leslie: Yeah, I really asked myself how can they get the same result with no, well low to no tech.
Sam Ovens: Yeah. Got It. And it's very helpful for people listening because often we want to teach people these cool fancy things, but the most important thing that is the result, and if they could get, I always think the way we can make our programs better is if we improve the probability of them achieving their results. So like a hundred percent success rate, right? That would be perfection. And not only that, but improve the level of the success. So you know, every, 100% of the people who take the courses of billionaire, right? That would be like high on that and then reduce the timeframe. So instead of eight weeks or whatever, like instantly one millisecond, you know what I mean? And then the other one, the other variable is effort. So people don't want to put in much effort. And so then you've got to, you know, it could be all of this work and then you can condense it down to without doing anything. So how to be a billionaire instantly without doing anything with a hundred percent chance of success. Right? That would be the ABS. That would be perfection. And so I think any advancement made towards that is an improvement in the course. And it seems like you were playing with the timeframe, like compressing that down and also the effort and stripping that out. So in doing that you, you made your course more effective.
Danielle Leslie: Yes. Yes. And I think another interesting thing to think about, which I didn't realize until even later was the importance of the expectations you're setting for the student and how that impacts their mindset and their ability to just keep going. Cause frankly I say all the time, the reason I, one of the reasons I'm here where I am with the business is because I just kept going like I can point to other people who may have started at the same time as me, but they ended up doing other things. They jumped to this other thing. I just kept going. And so another thing I did is really adopted walk before you run and really embedded that into the program where I'm like for your first launch, your goal is not to do 50 grand, it's not to do a hundred grand, even 10 grand. Like for your first one, it is your, the ugly, rough draft version of your course. So you're going to get five to 10 students at $500 or more, like on the premium end, but still $500 or more. And that's it. Five to 10 students. And like that is success. So it was also redefining what we viewed as success in the community and what we celebrated in the community. And that's meant way more people accomplishing that first launch and then going on, you know, to keep growing it and doing more lunches after that.
Sam Ovens: Hmm. Yeah. I always say it's that one customer, the first one.
Danielle Leslie: Mm. Mm.
Sam Ovens: A lot of people get stressed out about making seven figures before the end of the year. What Dude, you should just maybe give it
Danielle Leslie: point. Sure. I just started the one client. Yeah. Yeah. Cause it does it, I still remember like my first paying client. Yeah, me too. And it changes everything. It really does. Yeah. I think, and I would say especially when you ask for, because I remember it was my very first course launch in 2012 and I didn't even think she was going to buy, cause she just found me in a Facebook group, messaged me and she was like, so how much is it? And I was like $1,000. And she's like, okay, how do I pay? And I was like, oh my God. So yes, I think especially when you stretch yourself, you really remember like that first paying client. Yeah. And so what happened next? Um, so let's see. So I, oh right, so this is 2017 so, um, summer of 2017 is when I, so let me say that I first heard about you, the myth, the legend that is Sam ovens in January of 2017 so my friend such it, um, he, we like got, got together like a caught up in New York and he was like, yeah man, like I'm in this mastermind, Sam ovens.
Danielle Leslie: Have you heard of him? And I was like, no. And he's like, yeah, he's crazy. Like, he's only got like five apps in his phone and he's, he's doing one, he's like, you know, just focusing on one product, one funnel. That's it. Like same Webinar, same product, same funnel. And I was like, Huh, okay. And, and because he saw me wanting to create other courses and he's like, why are you creating other courses? Just stick to course from scratch. Just perfect that. And so of course I didn't listen to him, but I heard about you and that like, you know, gotten planted in my brain somewhere. And so fast forward, six months later, I, um, I like worked with this team to help me set up my evergreen webinar funnel. Even though I had only done like three Webinars, I thought, oh, it's time for an evergreen webinar funnel.
Danielle Leslie: So a paid them a bunch of money. They set it up for me. Of course it didn't work because I didn't know what I was doing because I didn't have practice with webinars. And, um, what I did is I experimented with a new live webinar. Like I'd had some success on Instagram. I had made like 25 k in one month just from my Instagram followers and I wasn't spending money on ads, it was all organic. Um, but I wasn't posting on Instagram every day. I'm like a super minimalist. I'm like, what can I, I want to do the most with the least. So I was like, okay, well this is awesome. Let me share this with people. So I created a new webinar called how my online course may 25 k in one month from Instagram, um, without posting 24, seven. And so I did that Webinar live, it did well.
Danielle Leslie: And so I said, okay, let me just start doing this every week. And something just clicked. And I was like, I made the decision to commit to it whether I knew it or not, somewhere on some level. I committed to that and I said, I'm going to keep doing this webinar every week. So, um, this was like fall of 2017. Um, and I created my little spreadsheet and I started tracking everything cause that's what I had to do to me. Just track all my numbers. I just did the same thing. Um, yeah. And then that's when I just started doing a webinar every week and I would spend like, then I started experimenting. I'm on Instagram. I would spend like $20 over three days, so it's been like 60 bucks, like boosting one of my little posts. Um, and then I would do the Webinar and there'd be like, I think I spent $60.
Danielle Leslie: I got 24 people to register, 16 people showed up, and then I think like three purchased. So I was like, Oh shit. I just made like a couple grand from $60. Um, and I didn't have to go into Facebook ads editor. I just did it all on Instagram. Um, so from there I was like, oh, so let me, what if I spend a little more money? So I started doing it every single week. And so pretty soon I did my first 10 k a month, and then, um, from just webinars. And then in December I did a 40, no, I did 25 k and then in January of 2018 I did 40 k and then February of 20, uh, of that, of 2018, that's when I had my first six figure month and did 130 k. Um, and that was just because I 10 x to my spent. But yeah, so you started off by
Sam Ovens: doing one live webinar going to like alive eight week course and then that was promoted like through that event, that Webinar. And then the first component you had to swap out was the, you didn't have, you couldn't just keep reproducing events to promote the Webinar. So you had to figure out how to generate a new, uh, input of like off traffic. So you started to use Instagram ads and that would feed that same mechanism and then, and that worked and then see you increase the spend up and then what you did is you needed to increase the frequency of this live Webinar. So in tandem with using ads and increasing that, you started doing this live webinar once every week.
Sam Ovens: Hmm.
Sam Ovens: Because then you could handle more volume from the eds and you increase both of these up.
Sam Ovens: And then
Sam Ovens: now how are you doing the course? Because it's, you were used to be doing it in eight weeks cycles with probably a one live webinar every eight weeks to to launch it and feed it again. So now that you've got this happening every week, how are you doing the costs? So now you're, now you've gone evergreen with the cause.
Danielle Leslie: Okay.
Danielle Leslie: Yeah. Um, so by that time, by like fall 2017, I felt good about the results of my students were getting. So luckily the course was set so it was all recorded. It was in teachable. Um, and then I decided, let me just create a schedule for myself because I operate best with like a little bit of structure where I know, okay, I just have to show up from 12 to one every Monday from two to three every Tuesday. So I just created a schedule for my student interaction. So I said, every Monday I'm going to do a new student orientation, uh, where I walk them through the program, had been help them set their launch goal and then help them create their launch timeline for every new set of students. So every Monday I would do that from noon to one, whether for, and that was just for new students.
Danielle Leslie: And then I was like, okay, for the Q and a calls, I'll just do them on Tuesdays. So Tuesday and I started with Tuesday evenings. So every Tuesday from eight to nine or 10, I'll do my Q and a call and that'll be for everyone in the course. And at that time it was a low volume, so it was like whatever, 15 people on or whatever, it was very manageable. Um, so I did that and I said, the way I will control for the call, you know, becoming too long is I will just have them submit questions beforehand. And that way I at least know the volume going in. Um, and they won't be like, you know, on the call type thing. So I did that every Tuesday. And then Wednesday was my marketing day. So Wednesday was the day I did my weekly Webinar. Um, so yeah, so that's what I did to at least have managed the live interaction.
Danielle Leslie: And then the other thing I did to help with managing the Facebook group, because the first thing that started getting unmanageable was the Facebook group. Making sure I was, you know, uh, cause a really big, important, big important thing for me is to make sure everyone is seen, everyone feels seen, um, and so and is acknowledged. And so what I did in the Facebook group is I just created a dedicated question thread and I was like, if you have a question, you post it on this one thread. And that way there's no expectation for me to interact with people at various, you know, uh, posts in the group and they're tagging you here and there. So I was like, this is a thread. And I would just check it once a day and it would be take like two minutes a day and I would just, you know, respond to their questions. And that way you didn't have to wait a whole week for Q and a, so I just built that structure. Um, so I could control, okay, five minutes a day, I'm in the Facebook group, one hour a day every Monday, et Cetera, et cetera.
Danielle Leslie: Um, yeah. And that made it, yeah,
Danielle Leslie: very manageable but still made it feel a personal.
Sam Ovens: Got It. And then is this, did you do that after you joined quantum? Uh,
Danielle Leslie: no. I started doing this in fall of 2017 when I started doing the weekly webinars.
Sam Ovens: Got It. So you're going pretty good and you're making like 130 k a month and things are going well. So why did you even need to join quantum and learn anything from me?
Danielle Leslie: Yeah. Um, well first of all, I started learning from you friends, from you even before I knew you. Right? Like, even before content, it's like I would not be here without telling me. There is this man Sam ovens who focuses on one thing. And I remember that January, I also read the book essential ism for the first time. And I think so I think because that book, because of what I heard about you actually putting it into practice, I'm like, whoa, there's someone in my industry who's like 20 steps ahead of me and he focuses on one thing. Okay. Interesting. In my brain stored that. So yeah. So no, I sort of learning from you before I even joined quantum. So, um, Jane and then, so January, uh, or sorry, February is when I did my first, that was my first six figure month though.
Danielle Leslie: So February was 130 k prior to that, my highest month was 40 k. Prior to that it was 10 k. Prior to that it was like three k. So we're talking about like four months of me going from kind of nothing, uh, to like six figure month. So, um, and it was, and it was because I 10 x my Facebook ad spend. So it was not really gradual. It was Kinda like, okay. Like it was methodical though, because I knew my spend, I knew for every dollar I spent, I'll make this much back. I have a little spreadsheet, so I just simulated out what if I 10 x my spend. So I went from spending, you know, $500, I think $500 in one week to $5,000 the next week to then $10,000 the following week. So I spent like 15 k over two weeks and I made 83 K in cash and generated over six figures in sales. Right?
Danielle Leslie: And then I did more
Danielle Leslie: sales and that's how I did my six figure month. So when I made that, I said, oh crap, this is a lot of money and I want to make sure that I don't screw this up. It was really that, it was like, like my mindset needs to make sure, like it's where it needs to be. Um, I need to know how to this. I'm, and I'm, and at that point, my identity was someone, I was from the startup world, right? So I was someone who knew how to get from zero to one. I'm like, I'm really good at fly by the seat of my pants. Um, low tech, no tech, let's just try this, let's experiment. But as far as a sustainable, like longterm, like let's keep, you know, feeding this engine, let's have the systems and processes, let's hire no clue how to do any of that and not like naturally, you know, inclined to do any of those things.
Danielle Leslie: So that's when I sought out mentorship. Yeah. Did you burn anything stupid when you first made lots of money? Uh, no. I would say that's happening more now. But, um, but no, not really. I mean the, the stupidest things would just be, I mean, honestly education, like my base investment was always just spending a ton on coaching. Um, so wellness coach, mindset, coach, you know, Quad Tub, something else, but those aren't stupid things. Those are the reasons I'm here. Um, so yeah, at this point I have a plant man. So we do have a company that comes in like waters, all these plants that we have for us every week. And my mom is like, can you guys just figure out how to water plant? It's not that hard. I'm like, but mom, you've paid a lot for these plants. They're going to die. Um, that's probably the ridiculous thing having now. But no, when it first happened, no.
Sam Ovens: Got It. That was to just get your cleaner to do it. I think that's outside of the scope out clean and wooded hours. Oh really? Yeah. Do that. Actually, I've got a really good cleaner in New York that we had to leave when we came over to La. She's really good. And she would as plants.
Danielle Leslie: Oh my God. Okay. I'll have to get her information from me. The building cleaner.
Sam Ovens: Oh, okay. Now this lady is really good. It took us ages to find her. Oh Wow. Yeah. Um, I just wrote a note to give you her information afterwards. Thank you. Yeah, because then you can consolidate two things into one.
Danielle Leslie: Awesome. Okay. I like it, man. Yeah. We don't need no hope. No more play, man. Yeah.
Sam Ovens: So
Sam Ovens: got it. You had this thing set up and it was new for you and you were used to being scrappy and not really maintaining things over a long period of time and getting them to sustain and grow and operate effectively over time. And so you want it to really learn how to do that and how to make sure that you could keep this happening the way it was.
Sam Ovens: Yes. And
Sam Ovens: so you joined quantum and what did you learn?
Danielle Leslie: Gosh, a lot. Um, so let me see. So one thing that was huge was around hiring. Um, I have always had the belief that my success and my failure all depends on me, um, which is good, but it can also express itself in ways that limits my growth. And so because I rely on myself for everything, it's hard for me to hire. Uh, so I waited until, actually I crossed a million in revenue in that summer. So it was like, I guess a few months after joining quantum, it was June of 2018. Um, that's when I crossed a million just for that year, actually from January. Um, and I was still, it was still just me. It was still like a house of one. Um, but by that point I was drowning in customer support tickets and, uh, you were like, you need to hire a customer support person and you need to use help scout, you need to stop using your Gmail account.
Danielle Leslie: Um, so I, when I went to the in person mastermind, that's like one of the things you told me. Um, and so yeah, that was a huge takeaway. So I made my first hires in that in, in like later in June and July. Um, so yeah, customer support person operations person, and then, uh, someone to help me with coaching inside the course. Um, so that's been huge. Um, and then even hiring my Facebook ads person. So you were really helpful with, um, at that point I was prone to outsource as much as possible, including core competencies, like Facebook ads or marketing. And I had done that in the past and sure, that worked for me in the beginning. But what I learned from you is if you are in this to win this meaning like if you're in it for the long haul and you want to build like in my words, you know, a legacy business where I'm, I'm really like helping people for a long time and I'm perfecting the product and student results, then that means I should not, uh, in my opinion, you know, outsource the core competencies.
Danielle Leslie: And so what you taught us is like, here's how you build an in house team. You know, you change your perspective and know that you've got to build it in house. Here's how you imbue the right culture for that. And so you helped with in terms of how to, what to pay them, you know, how to structure the pay, what kind, how to write the, the job post. Like what kinds of things you should be looking forward to attract the right person, uh, who's going to like work hard for you and work smart. Um, yeah. So that was like really, really helpful. Um, so as a result of hired an in house ads person who only yeah. Only you know, works for me. Um, let's see. Oh my gosh. And then the lifestyle side. So in terms of, um, uh, I guess self care is a way to talk about it, but in no, it's performance really.
Danielle Leslie: Um, so you talk a lot about things that we take for granted or overlooked. So I or not, I didn't take these for granted. I overlook them. So having an actual schedule, so going to sleep at the same time, waking up at the same time. I'm having your schedule set every day. Uh, the whole thing about planning tomorrow, today, um, all of those things that say you up for success every day. That was the, I mean I finally implemented that, you know, after hearing the coaching from you and I think I had to go to like two of your mastermind events when it fine. I was like, okay, let's make this happen. Um, and yeah, and so now like people meet me today and they regard me as this like super disciplined, super focused person. And I'm like, who? Because like that hasn't, that wasn't my identity for the first, you know, few decades of my life before joining quantum and like learning from you.
Danielle Leslie: I was all over the place. I was starting new businesses, buying new domains every two weeks. I'm just as excited about the, you know, Eh, eh, but having it not get traction and also staying up until 3:00 AM and wondering why am I tired all the time? Why am I depressed? Why am I not getting anywhere? So that was really huge for me was now I actually, we tried to go to sleep at 10 30 11, wake up at 6:30 AM every day, work out a few times a week. Um, uh, eat right. So I've got a wellness coach and now I'm like eating, you know, cut out gluten, a dairy, et Cetera, et Cetera, sugar, processed foods, all that stuff. So all of that was really huge. Um, yeah. And then a part of that was your environment. So the fact that I'm an atomic habits is a great book that talks a lot about this too.
Danielle Leslie: Where your internal environment, I took care of that but also your external environment. So just seeing you live in like this dream apartment, right. Um, that, so that's one of the things we did a last year was like I got my dream, you know, dream place. Um, and it made, it's made such a huge difference in the business. That's when the business has now, you know, grown by a lot. Um, so yeah. So, so all those things were super helpful to have a fifth. What'd you say, David Schiff? Uh, no. You're cooking your food? No. Ordering, ordering everyday. Everything like from seamless or something? Yeah, using grubhub. Yeah. There's a pain in the ass. It's not too bad. I on it. I ordered like the same two things. So there's no decision making for me. I'm just like, I'm going to shoot him like she if I heard as well with your oh awesome. Thank you. Cool. Cause they're really good. Like it was, it was annoying having to leave them when we moved over here. But yeah, we really found some good people. Oh, cool. Do the shifts code Alyssa and the cleanest cold over there, like really good. Oh, awesome. Okay, cool. Yeah. Cause like you're a new oak. No. And yet were a New York. Perfect. Awesome. Thank you.
Sam Ovens: And
Danielle Leslie: from all of the things you learned from quantum, which thing would you say had the most profound like change on your income? Like what one thing was most responsible for the lift from 120 k to two, like two 50 k man. Um,
Danielle Leslie: you'd be a lot of things. Um, so really I think it's how you, it's really loud. I mean, whenever I'm making a decision, I will think about you. I'll be like, what would Sam say? And because you have a very, uh, predictable way of thinking because it makes sense, which most of us don't follow. We overcomplicate things, overthink it, because I've been to the masterminds and everything. Um, let me see. So, but one of the biggest things, one thing is focusing on customer results. Um, you talk about that a lot. Um, I think like that, like making sure that a lot of the decisions I make go back to like what's best for my customers. Um, that honestly helps me for one focus. So make sure I don't get distracted by adding a shiny thing or oh, let me do this random speaking engagement or whatever.
Danielle Leslie: Let me post on Igg. Um, but asking myself that question, like, what is going to get my students the best results? Um, that's been a big thing. But honestly, uh, I know you asked for one thing. I'm sorry. I would say it's the internal changes. So yeah, that was my biggest hurdle and I think it was, yeah, it was really like overcoming myself. So just like learning from you how to actually set up that structure for yourself. And so I spent a lot of time, um, getting my morning routine, like exercising, writing affirmations, like having my schedule for the day. Um, that's, that was probably the biggest source for the growth. Got It. Yeah. And it gives me confidence that, I mean, even when I hear, yeah, it gives me confidence that I will be able to grow past, you know, the two 50 k per month law very quickly. Yeah. Because they know
Sam Ovens: in January you made like eight third, 830 k yeah. How did that happen?
Danielle Leslie: Uh, I did a launch, but all that means is I emailed my whole list, um, help the exhibit. Oh, what'd you say? How big is your list? 100. And so at that time it was 150 k got it. And I never emailed them. Um, so I emailed them twice the entire year, uh, in 2018. Um, and yeah, so I just, you know, run ads to new leads, bringing them on my live webinar. I'm still doing, you know, my live webinar every week, so I just bring them on the live Webinar. And so January I said, okay, let's email the whole list. Um, and let's get as many of them on the live webinars possible. Um, but yeah, I saw just the power of just emailing lists. Yeah.
Sam Ovens: Got It. And what is your goal with this? Like what does the future look like for you? Where do you want to be in three, five, 10 years from now?
Danielle Leslie: Man. Um, so my, so like the kind of the overarching or underlying mission for me is always I think about like my future kids when they come into this world and I want them to go to school or be adults and kids who know that, who celebrate their differences, whatever those are. So if they're Super Geeky, if they're, uh, they want to wear skirts or pants or whatever they want to do, if they shy, but they're going to celebrate who they are. Um, and I talk a lot about that in my course with everyone I meet. But you know, I call it your culture ad, right? It's or like cultural advantage. So that's kind of like my guiding light is how can I help do my part to create a world where everyone is celebrating for what makes them different. Everyone's celebrating for their unique story.
Danielle Leslie: Um, because in that unique story is where we can reach and teach others. As long as we are taught, as long as we learn how to tell that story in a way that's a teachable way for someone else. Um, and so, so, um, everything I do in coursework scratches kind of gearing towards that. So really it's making the program even better. Um, so in three to five years it's having, yeah, it's having like the, a worldclass program, like the best in class program, which is really influenced by you. You know, you really focus on that when making your programs the best in class. Um, so I'm really motivated to, to do the same, um, showcasing as many stories as possible. So like our goal this year is to get, have to thousands of our students stories captured on video of them sharing what they teach and what their unique story was that enabled them to teach that and what their methodology is.
Danielle Leslie: Um, and then how the, the income impact the fact they made money from that has it changed their life? So capturing those stories. So three to five years, I see this library catalog of all people, you know, all kinds of different people representing different stories. Um, that gives other people hope, um, that they're, you know, they're different, but they're special and they can also overcome anything as well. Um, in terms of revenue, it's definitely, you know, in the eight figures, high eight figures. Um, let's see. Yeah. And then by then, so I still just have one product. I still have course from scratch, which is a two k product. Um, and it's now done over 4 million, I think, 4.3 million. Um, so by that time we'll have like a high ticket program because the graduates are like, what's next, Danielle? What's next, what's next? Um, and so, yeah, so by that time we will have a high ticket program that is for the graduates that helps them, you know, scale like I've done. Um, yeah. And I think by that time I'm just sharing more of the message. So we're just taking a lot of what I teach in Q and A's, things like that and making sure we're distributing it more widely. Um, cause right now I have no, you know, youtube distribution, anything like that. No bells and whistles yet. Um, and what would your number one piece of advice be for all the people who are starting out in entrepreneurship?
Danielle Leslie: Yeah. Um, so it would be first to ask herself, how can I get, well, there was a lot of advice, but yeah, I would say if you already know your unique story, so first of all, know the power of your unique story. Um, that is the reason I was able to grow this. Um, I think quickly is because I tapped into who I am and who I appeal to. So people who look like me sound like me, walk like me, talk like me. There aren't very many people who look like me or have my story in this industry. So embracing whatever your differences is going to take you so far. Um, and then, um, but I would say, uh, focusing. So what I learned from you, just like knowing that the key is to, a lot of times it's to keep going. So, um, you need to identify how can I solve my customer's problem with low to no tech? So if there was only Internet connection, so no fancy sales page, no fancy software, no nothing. Um, how can you solve your customer's problem with low to no tech? Um, that's the first thing. And how can I get my customers results with no load INOTEC. Once you start doing that focus, do not start another thing. Just focus, just keep going and keep tracking your progress so you know you're growing. Um, and yeah, and that's, that's it.
Sam Ovens: Awesome.
Danielle Leslie: And for people listening, how can they learn more about you? Um, yeah, you can just go to Danielle, leslie.com. Um, and then you'll find links to like course from scratch. Uh, and then I'm most active even though I'm not that active, but most active on Instagram. So you can follow me on Instagram, Danielle, Leslie as well. Awesome. Well thanks for jumping on and sharing your story. I'm sure it's going to inspire a lot of people and help a lot of people. No, thank you Sam. I mean, you are. Like I said, you're the reason that I am here. Um, I would have started many other things and been going down all these other paths, um, without you. Uh, so thank you for everything your doing and because of your work, I'm able to help my community and they're able to help a lot of other people as well. So there's a huge ripple effect that you're having, so, no, thank you. Thank you so much.
Sam Ovens: Awesome. Thanks. Thanks.