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1/ My brand @shopcivitas is shut down!
Big long reflection thread on:
-What I learned
-Why I don't regret much (incl spending $21k+)
-Why I'm incredibly excited on what's next
-I'm giving away $5,000... worth of coaching calls.
43 tweet MEGA T h r e a d 
Big long reflection thread on:
-What I learned
-Why I don't regret much (incl spending $21k+)
-Why I'm incredibly excited on what's next
-I'm giving away $5,000... worth of coaching calls.
43 tweet MEGA T h r e a d
2/ So @shopcivitas was my first brand and "real" jab at entrepreneurship.
-I had a faux mentoring service in college
-I have started (and stopped) multiple podcasts
-I have been freelancing (which is a thing but not a "product")
-I had a faux mentoring service in college
-I have started (and stopped) multiple podcasts
-I have been freelancing (which is a thing but not a "product")
3/ So it's the first time with REAL money, capital, risk, etc
4/ I'm relatively new and young in the DTC and real world (26).
I don't know what I don't know.
A few months of making clients a TON of money and then looking at my small cut of it all got me thinking..
I don't know what I don't know.
A few months of making clients a TON of money and then looking at my small cut of it all got me thinking..
5/ "If I can do this for them, why can't I do it myself and keep more of the pie?"
LOL.
Like it's THAT simple, Matt.
I genuinely thought this and that's just the start of my shortcomings and HARD lessons to be learned.
LOL.
Like it's THAT simple, Matt.
I genuinely thought this and that's just the start of my shortcomings and HARD lessons to be learned.
6/ I thought "what's the EASIEST product business to start with and make a ton of money with because I know the industry(LOL)"
I a bit about FB ads and I know a bit more now than I knew then.
I a bit about FB ads and I know a bit more now than I knew then.
7/ But FB Ads (traffic generation, etc) is one small part of this puzzle, so I am learning.
T shirts.
Simple, everyone wear clothes, let me make t shirts.
Lightweight to ship, fine margins, etc
I mean, none of this is INHERENTLY WRONG at this point.
T shirts.
Simple, everyone wear clothes, let me make t shirts.
Lightweight to ship, fine margins, etc
I mean, none of this is INHERENTLY WRONG at this point.
8/ What I did wrong / what I learned 
Don't start a business to make money.. fast.
I seriously thought, and was obviously humbled, with how hard it is to start and run a business.
Just to start one is incredibly daunting.
Don't start a business to make money.. fast.
I seriously thought, and was obviously humbled, with how hard it is to start and run a business.
Just to start one is incredibly daunting.
9/ There's 12,839 things to do and sign up for and register.
A physical product business, for as niche as I did:
"Graphic tees for the DTC community"
A physical product business, for as niche as I did:
"Graphic tees for the DTC community"
10/ Yeah yeah riches are in the niches but most of my designs were for MEDIA BUYERS within the DTC Twitter / community.
So even less potential buyers.
Well, okay, like this can still work.
It's not an AWFUL idea at this point.
So even less potential buyers.
Well, okay, like this can still work.
It's not an AWFUL idea at this point.
11/ What I did with the idea.. the planning and execution.. yikes!
I spent 800x more time in a spreadsheet making up estimates and projections based on ad performance... that I had no real data to base off of.
Okay so also another fun fact..
I spent 800x more time in a spreadsheet making up estimates and projections based on ad performance... that I had no real data to base off of.
Okay so also another fun fact..
12/ I can't design to save my fucking life.
Sort of a toughie with a graphic tee brand.
So I hired the first graphic designer I was recommended.
He was (IS) INCREDIBLE.
Graphic tee shirt industry knowledge and experience, I hired more than just a designer.
Sort of a toughie with a graphic tee brand.
So I hired the first graphic designer I was recommended.
He was (IS) INCREDIBLE.
Graphic tee shirt industry knowledge and experience, I hired more than just a designer.
13/ BUT... (if you're reading this, I mean no harm, still respect you immensely)
I could have gone a more affordable route to test out my idea.
That's really the larger lesson here: Test small and FAST.
1-3 designs and doing print on demand?
I could have gone a more affordable route to test out my idea.
That's really the larger lesson here: Test small and FAST.
1-3 designs and doing print on demand?
14/ Less time, less money, just go and find out.
I did 9 designs and screenprinting... no pre-orders.
"uNiT eCoNoMiCs" wanted my margins low as possible so I could rake in that money with all my FB Ads.
LOL.
INTEREST AND USER ECONOMICS > UNIT.
I did 9 designs and screenprinting... no pre-orders.
"uNiT eCoNoMiCs" wanted my margins low as possible so I could rake in that money with all my FB Ads.
LOL.
INTEREST AND USER ECONOMICS > UNIT.
15/ Who cares how much you make per unit if no one is gonna buy.
So here's the total $$$ damage
So here's the total $$$ damage
16/ $21k+
-$10k on designs + branding
-$5k inventory (9 designs x 50 shirts, 500, +50 because a typo..)
-$2k~ 2 website builds/redesigns
-$2k organic social help
-$1k content, photo shoot, video, production, podcast support, & email template design
-$10k on designs + branding
-$5k inventory (9 designs x 50 shirts, 500, +50 because a typo..)
-$2k~ 2 website builds/redesigns
-$2k organic social help
-$1k content, photo shoot, video, production, podcast support, & email template design
17/ -$1k label printer, bags, stickers, tape, etc
-$1k+ paid social ads + email sponsorship
+ Misc Shopify, apps, tools..
I'm NOT a baller. I don't know what the FUCK I was thinking.
I got my first taste of a few $10k+ months freelance and went crazyyy.
-$1k+ paid social ads + email sponsorship
+ Misc Shopify, apps, tools..
I'm NOT a baller. I don't know what the FUCK I was thinking.
I got my first taste of a few $10k+ months freelance and went crazyyy.
18/ I was just coming out of credit card debt and emergencies (story for another time).
I was convinced and riding a high that I was unstoppable and confident beyond belief.
EGO.
I am not egotistical (typically) and pretty humble and chill for the most part.
I was convinced and riding a high that I was unstoppable and confident beyond belief.
EGO.
I am not egotistical (typically) and pretty humble and chill for the most part.
19/ This was a different side of Matt out with a vengeance to prove to ~whoever~ I can and will do this and succeed.
I fell victim to screenshots and ROAS and revenue flexes.
"It was so simple as Facebook Ads which I know how to do" which is a damn lie.
I fell victim to screenshots and ROAS and revenue flexes.
"It was so simple as Facebook Ads which I know how to do" which is a damn lie.
20/ There's a million things that go into a brand and I knew maybe 10%.
And like, that's fine!
I'm fine with trying new things and learning as I go.
But instead of learning.. I just threw money at the "problems" and "issues"
quotes because.. the issue was distribution.
And like, that's fine!
I'm fine with trying new things and learning as I go.
But instead of learning.. I just threw money at the "problems" and "issues"
quotes because.. the issue was distribution.
21/ Marketing, advertising, you know, the one thing I thought I had figured out?
Well.. I didn't have the budget needed for real testing and pushes. Legit spent less than $1k in FB ads total.
Since I offloaded some clients during this time period to focus on Civitas...
Well.. I didn't have the budget needed for real testing and pushes. Legit spent less than $1k in FB ads total.
Since I offloaded some clients during this time period to focus on Civitas...
22/ Money was damn tight.
And then... it was tigher.
We adopted a puppy, Casey! A lot of you know her, she's perfect.
I wouldn't trade her for the world.
She did have some bizarre, unusual, MAJOR health issues.. a few times.
Almost $10k in vet bills later...
And then... it was tigher.
We adopted a puppy, Casey! A lot of you know her, she's perfect.
I wouldn't trade her for the world.
She did have some bizarre, unusual, MAJOR health issues.. a few times.
Almost $10k in vet bills later...
23/ Now I'm just beyond stressed and tapped out.
I had clients, podcast, Civitas, puppy, relationship, and my own BATTLE with mental health (depression, anxiety, minor bipolar, trichotillomania).
It was a dark, dark pit that I wanted out but couldn't.
I had clients, podcast, Civitas, puppy, relationship, and my own BATTLE with mental health (depression, anxiety, minor bipolar, trichotillomania).
It was a dark, dark pit that I wanted out but couldn't.
24/ Had to just slog through it all
I posted and posted and shared shit, and some things that DID work:
-The infamous "Shirts For Shots" Launch Party Night.
-Gorgias partnership (buying all my Customers > Clicks tees)
-Collaborations with people like the DTC mayor, Kristen
I posted and posted and shared shit, and some things that DID work:
-The infamous "Shirts For Shots" Launch Party Night.
-Gorgias partnership (buying all my Customers > Clicks tees)
-Collaborations with people like the DTC mayor, Kristen
25/ I could go on and on about the wins, the losses..
I really could.
this is tweet #27 and I haven't touched on it all yet.
This isn't even "failing"
People loved my products and bought them, my conversion rate was 3-5% consistently.
I really could.
this is tweet #27 and I haven't touched on it all yet.
This isn't even "failing"
People loved my products and bought them, my conversion rate was 3-5% consistently.
26/ Just no money or drive to keep it going.
I do want to get onto final takeaways and whats next and how I'm doing now.
I do want to get onto final takeaways and whats next and how I'm doing now.
27/ I don't regret anything.
I hated myself somedays and could not will myself to even pack and ship orders (the few I did have) some days.
It just wasn't me. I KNEW this WASN'T what I wanted.
I wanted the OUTCOME without going through the PROCESS.
I hated myself somedays and could not will myself to even pack and ship orders (the few I did have) some days.
It just wasn't me. I KNEW this WASN'T what I wanted.
I wanted the OUTCOME without going through the PROCESS.
28/ no shortcuts with something like this, though.
29/ I'm not Batman.
I'm Robin.
I'm a trusty sidekick and don't want the spotlight.
I will help you and go out of the way to make your dreams into reality.
Running a brand like this isn't for me, the real me.
I'm Robin.
I'm a trusty sidekick and don't want the spotlight.
I will help you and go out of the way to make your dreams into reality.
Running a brand like this isn't for me, the real me.
30/ 2020 was a YEAR for everyone, yeah we know this.
Fortunate and beyond grateful to sit at home and "play" business while so many suffered and struggled.
I learned more about myself and relationships and business than ever before.
Fortunate and beyond grateful to sit at home and "play" business while so many suffered and struggled.
I learned more about myself and relationships and business than ever before.
31/ I fought through and find my why and purpose.
And..... I knew this why and purpose.
This isn't new news.
I KNOW and LOVE helping others.
I always have, always will.
It's just ingrained in my DNA.
I was trying to fight that natural part of me.
And..... I knew this why and purpose.
This isn't new news.
I KNOW and LOVE helping others.
I always have, always will.
It's just ingrained in my DNA.
I was trying to fight that natural part of me.
32/ Now that I've leaned into it... something new and beautiful has been born from this:
Ventursom.
https://www.ventursom.com/
Ventursom is my freelance coaching brand.
I saw and lived the potential that is freelancing.
Ventursom.
https://www.ventursom.com/
Ventursom is my freelance coaching brand.
I saw and lived the potential that is freelancing.
33/ Got me out of debt faster, more flexibility in my DAILY schedule, which daily actions and habits make up your life.. and a fast(er) track to more income vs 1x year raises.
Ventursom coaching groups are 60%+ coaching, 30% community, 10% content.
Ventursom coaching groups are 60%+ coaching, 30% community, 10% content.
34/ If you just want to sit and read articles and how to guides without taking action, this isn't for you.
Go Google that.
This purposefully is not incredibly scalable like some paid communities having hundreds or even thousands of members.
I want a committed bunch.
Go Google that.
This purposefully is not incredibly scalable like some paid communities having hundreds or even thousands of members.
I want a committed bunch.
35/ In a year or so maybe 50-75 would be freaking incredible.
Then once I help a bunch more people, I'll consolidate those learnings down into MORE courses and release those for one-time (affordable) fees. Group members get massive discounts on these IF they want them.
Then once I help a bunch more people, I'll consolidate those learnings down into MORE courses and release those for one-time (affordable) fees. Group members get massive discounts on these IF they want them.
36/ I also have a smaller group "Group Ventur" that's a bit more expensive but is even more 1 on 1 time with me and another live call in the group.
Finally, at the top of the 'product ladder', 1 on 1 coaching with "Private Ventur"
Finally, at the top of the 'product ladder', 1 on 1 coaching with "Private Ventur"
37/ Immense time and access to me with me so you can achieve massive clarity and confidence in your work. 4 solo calls per month and priority responses.
38/ I have a few paying members already but its the New Year so.. trying to do my part to give back by giving away ~$5,000 worth of coaching calls.
60, twenty minute calls. All about you. Nothing about Ventursom unless YOU ask about it. https://calendly.com/mattlady/ventursom-free-20-minute-calls-jan-2021
60, twenty minute calls. All about you. Nothing about Ventursom unless YOU ask about it. https://calendly.com/mattlady/ventursom-free-20-minute-calls-jan-2021
39/ I feel so incredibly stoked to be able to do this. It will be a slow build and growth over time.. very low capital investment (esp compared to Civitas) and more of my time.
40/ Staying lean and doing all the things myself before outsourcing small pieces to help with editing/content repurposing.
41/ All coaching is through me and I'm vehemently passionate about helping you get out of your own way and mental roadblocks you may have to try and succeed as a freelancer or solopreuner.
42/ I still have freelance clients and can't afford to drop them all and go deep on Ventursom. I am splitting my time but working on building parts of Ventursom in the morning and at night. Coaching calls and responses are during the day between client work.
43/ That's it for now.
Discount code in the next tweet. Here are some easy access links — would love a like + RT!
-Site: https://www.ventursom.com/
-Newsletter: https://www.ventursom.com/newsletter
-Coaching: https://www.ventursom.com/memberships
-Course Presale (72% off): https://www.ventursom.com/pre-sale-mold-your-mind-course
Discount code in the next tweet. Here are some easy access links — would love a like + RT!
-Site: https://www.ventursom.com/
-Newsletter: https://www.ventursom.com/newsletter
-Coaching: https://www.ventursom.com/memberships
-Course Presale (72% off): https://www.ventursom.com/pre-sale-mold-your-mind-course
44/ Good through 1/31
-$50 off "Community Ventur": https://www.ventursom.com/memberships/27612/buy?coupon=COMMUNITY
-$100 off "Group Ventur": https://www.ventursom.com/memberships/27611/buy?coupon=GROUP
-$200 off "Private Ventur": https://www.ventursom.com/memberships/27610/buy?coupon=PRIVATE
-$50 off "Community Ventur": https://www.ventursom.com/memberships/27612/buy?coupon=COMMUNITY
-$100 off "Group Ventur": https://www.ventursom.com/memberships/27611/buy?coupon=GROUP
-$200 off "Private Ventur": https://www.ventursom.com/memberships/27610/buy?coupon=PRIVATE
OG tweet for any retweeting purposes. https://twitter.com/mattlady/status/1346207285496975361
