Transcription
Well, this is the first time I'm making this video for the channel. Uh, the truth is that it's a format I feel like trying because I've been watching several people who work, well, who make videos on YouTube, and they do it more spontaneously, etc., they don't do it with so much preparation of cameras, editing, etc. I feel like doing something more natural, honestly. And in fact, I've seen Jesús Orozco do this type of content, so, uh, I've decided to try it, and I've taken a bit of the idea from his video, and, uh, well, basically, it's that, a document where I've put several things I want to tell you, and we'll go through it, and I'll explain it to you, okay?
Um, I want to be sincere with you in this video. It's the first time I'm going to do this format, as I said, and I want, well, to wait and see if you like this type of content. So, in this video, I simply want to talk to you a bit about the three keys to scaling your digital business today. It's something I've been thinking about for quite some time and reading books, etc. So, we'll talk about it. Uh, then another thing I want to talk to you about is becoming obsessed with KPIs. What isn't measured cannot be improved. I'll also tell you about the worst decision I made this past year, and the one that has made me grow the most. And finally, I'll tell you a bit about and talk about the roadmap I have planned to continue and be able to scale to over 10 million in revenue per year. So, let's get started.
The first thing, um, I want to talk to you about is a bit about these three keys, right? I've been in the market for a long time, training, reading books, etc. And well, basically, there are only three ways to be able to, well, scale a business and generate more sales. So, you can only do these three things, right? Get more clients, obviously, thus increasing revenue, increase the average purchase value of your product or service, and finally, get your clients to buy from you more often. Don't think about other ideas or different things to increase revenue because they don't exist. There are only these three options, okay? And in fact, if you do one of these, it's most likely that your business will grow by 20%, 30%, which is the annual growth you should have with your company at a minimum. You can also do 100%, 200%, etc. But obviously, if you apply all three at once, you're going to be able to do a 10x directly in your business. The key here is what you need to do to get more clients. What do you need to do so that these more clients and the average purchase value are higher? And finally, once you've gotten more clients and the average purchase value is higher, that subsequently these clients buy another product or the same one again with recurrence, etc. Okay? In this way, you'll be doing the three key points at the same time to be able to directly triple, quintuple your business's revenue. And this is what we work on in the agency with clients, precisely these three points, okay? And if you're not doing it, then you have to do it, yes or yes, to scale.
Um, then I wanted to comment on something I've been thinking about for a long time, and those of you who know me already know that I'm quite obsessed with KPIs, with numbers, I like to have everything under control, and what isn't measured cannot be improved. So, um, I've put here, well, what I think about it, that I've seen hundreds of projects and businesses that didn't measure anything, that they invoice, they're doing well, but obviously, by not measuring, they don't know what they're doing right to invoice. And be careful, because there are also other projects that don't invoice and also don't understand the reason why they don't invoice. So, obviously, if you don't measure what you're doing, you don't know what works for you, what doesn't work for you, you're going around like a headless chicken. Um, and it all boils down to KPIs. Hmm. There's no other word, there's nothing you can invent to identify if what you're doing works or doesn't work. You have to have KPIs, objectives, and current metrics to be able to measure if you're meeting what you've set for yourself or not. Um, I'm obsessed with numbers and with measuring absolutely everything, because if you don't measure, you don't know what you're doing right to keep growing, okay? And obviously, if you don't know what you're doing right or wrong, then you can't take action, obviously. And, uh, something I've been saying for a long time to my team is that a company's decisions are made with data, not with opinions, okay? So, that's why you have to measure absolutely everything. And here I've left you some examples of KPIs that you should be measuring in your business. Lifetime gross profit to measure the profit a client brings you over their lifetime in your business. CAC, customer acquisition cost, super important to measure. CPL, well, cost per lead, how much a lead is costing you when you invest in advertising, and not just advertising, but investing in actions like appearing on a podcast, etc. You also have to measure what the lead is costing that registers in your lead magnet, in your launch, etc., whatever you have. Conversion rate, you have to measure it at all stages of your business, from the funnel itself, how much that type of funnel is converting into sales, how much leads are converting into calls and sales with your sales team, or to checkout, etc. Conversion rate must be measured 100%. Average order value, super important, obviously, also to measure to know what the average purchase ticket value of your client is. ROI, well, the return on investment of everything you do, not just measuring ROAS, which is what everyone knows, but you have to measure the ROI of each action you execute, that is, hiring new staff, implementing mentors, for example, an academy, appearing on a podcast, etc. You have to measure what ROI that action is giving you. Almost no one measures this because everyone measures ROAS, I put 1 euro into advertising, how much I get out, and that's it, and they stop there. But there are many other actions and investments you're making in your business that you have to measure what ROI they're giving you. So, I could talk for an hour about KPIs, about what you have to measure in your business, whether you're an agency like us or you have your own infoproduct, you have to have at least this, and it's 10-15% of the KPIs you need to have under control in your business.
Then I wanted to comment and be sincere with you about what has been the worst decision, from my point of view, that I made this past year and also the one that has made me grow the most. Um, it was a decision that at the time I made thinking it would be something positive, but after a year, I've realized that I was wrong, and in a way, I'm happy, we could say, to have been wrong now and not in a few years, when the error could have been worse, right? Um, okay. In 2025, as I said, it has been the year of greatest personal growth I've had so far. I decided to move to a villa. Surely many of you watching this video didn't know because I haven't made it public anywhere, but I moved to a villa with my partner, a four-story house, a garden, two living rooms, six bedrooms, five bathrooms. Hmm. I'm just stating it because it's completely useless, meaning, it wasn't the time. It's not the time my partner and I, two people, should have moved into a 500 m² house where I literally use 20% of the house or even less. There are rooms where the cleaning person and I can fit in. Bathrooms I don't even use. So, it has literally been a loss of focus, but well, I moved thinking I felt like living in a villa. There have been cool moments, friends have come over, etc. We've had good times, but I realized I didn't want to live in a house that I literally don't use. For two people, obviously, we don't use it. And in relation to this, well, it was one of the worst decisions I made, but as I said before, I'm grateful to have realized it sooner and earlier. In fact, as I told you before, no one has seen a YouTube video or social media post about the house because I didn't want to show it. We live in a society where everything is about appearance, everything is about showing off, whether it's houses, cars, luxuries. Hmm. And I didn't feel like it, honestly, because I don't connect with that type of marketing or people. As I tell you, this is constantly shown on social media, and I didn't want to do it because it's not my way of creating content or connecting with people. My role models are businessmen, not infoproduct creators who invoice their first million euros and buy a Porsche and go out partying every day in VIP clubs. No, I don't connect with that type of entrepreneur. I prefer businessmen like Florentino Pérez, Amancio Ortega, Juan Roig, people whose focus is working, they're not showing their lives on social media. They build their companies, they're working to grow their businesses, and they don't have to show you if they've bought a watch, a boat, etc. Okay, obviously they appear in press conferences, in public media, because they are famous people and the press in this country lives by showing other people's lives. So, you'll have seen it for that reason, but you won't see any of these people, and many others, posting anything or showing off. So, I don't like that either. So, um, yes, yes, I'm telling you, I've been living in a villa for a year where I could have made 1000 videos and shown you every square meter of the house, but I didn't feel like it, so I haven't done it.
And finally, I want to show you and talk about the roadmap we're going to follow to scale to 10 million in revenue per year, which is my short-term goal. Okay? So, um, I also want to tell you a bit about what has happened to us in the last 2 years, and I want to tell you because it's complicated to understand, but it's the reality. So, I have a question. If I help you scale your business to 1, 2, or 5 million euros a year, would you stop working with me? Think about it. Surely you'd say no. I mean, if I help you scale, obviously you'll want to keep working with me so you can keep invoicing, right? Well, exactly that's what has happened to us with several projects. We take them when they were doing 100,000, 200,000 in revenue per year, we scale them to millions in revenue. I'm not making this up, you can see it on my Instagram. We've scaled many projects to several million, and they literally stop working with us so that they can earn more money. We scale them, we take a percentage of those projects. They decide to stop working with us because they think they can build their own internal team, and they would keep that percentage for themselves. As I say here, that's the theory. To this day, there isn't a single project that invoiced more than 2 million a year with us, that has stopped working with us, and that is still alive today. They've all died. People think it's just pressing a few buttons and invoicing, but no, it's not like that. So, that's the reality. No project, as I say, that we've scaled has remained alive all this time. Coincidence? I doubt it. That's why I've decided that we're going to diversify our business model. Before, we had exclusively an agency model where we partnered, let's say, as partners, with both a fixed fee and a variable fee on projects to scale them. And now, that won't be the only business model we'll have. We'll have these three points that I'm putting here.
Option one, agency, which will be for a few select clients. And it will be very difficult to work with us as an agency. You'll have to meet many requirements. They will only be projects that motivate us, that we genuinely feel like working with them from an agency perspective. So, it will remain something very exclusive. And I'm not saying this to create any kind of urgency, scarcity, etc. The truth is, you know I don't lie and I don't need to lie because, thank God, we're doing well.
Then, we're going to do something new that we're going to start now: development of our own projects with schools where we'll take a percentage with other personal brands. This will be even more difficult to work with us because obviously, here we put our own money, we invest our time, the team's time, etc. So, it will be very difficult for you to partner with us. We will only work with profiles that have the right mindset, a long-term vision, who want to do things right, who don't want to make quick bucks. I don't want quick bucks anymore. I've already worked with many projects that were quick bucks and that are not alive today, and I don't feel like it. I want to create businesses and projects for the long term. So, we will partner with brands that truly have the same vision as us. So, um, well, as I say, it will be very difficult for anyone to meet the requirements, and we will do it with very few projects.
And finally, something we've been doing for a while, but very sporadically, because we don't have time, honestly, I work many hours to scale projects, is the consulting part. Until now, we've had, as I said, few consultancies because they were very exclusive. We've done a maximum of two per month because it requires my personal time, not the team's, but mine and my partner's, so we've been able to [ __ ] very few projects. And this basically consists of us entering as advisors to projects where we advise them on how they need to do things to invoice well. Whether they execute it themselves, or their internal team executes it, or with agencies they work with. We enter as advisors, we tell them what they need to do, but we don't execute, okay? We enter solely as consultants and advisors, and this, until now, was something very exclusive and we've done it very few times, and it will obviously continue to be done sparingly. I don't think we'll do more than two or three consultancies a month because, as I tell you, they are bi-weekly live sessions with me and my partner, a private communication channel, and I like to deliver good results to clients, and so far, everyone is happy. So, that's why we do few consultancies. Um, and in fact, here it will be, relatively speaking, easier to work with us because the requirement will be that you meet certain KPIs that we ask for regarding the project's status, and we can help you, okay? So, in terms of exclusivity, obviously the most exclusive will be our own schools, because we will be partners, and we don't partner with just anyone. Then, the next most exclusive would be the agency part because we will work with select clients that motivate us and that we can help scale and invoice millions. And finally, what we can do, Ivon, will be more accessible, it will be the consulting part, although there will be few monthly consultancies that we do, and also, you have to meet the requirements, as I said, and the ticket price, if you can afford it, don't contact us directly, we can't help you as consultants, okay? So, if at any point you've been thinking, "Hey, do you want to work with us? Uh, there's been contact, but at certain times we've told you we couldn't work with you, and you want to resume it, then go to my Instagram, martindancausa.es,es,es,es, write to me privately, I don't have setters, it's me, basically. So, you'll talk to me, tell me about your project, why we should work with you, and we'll analyze if you're really at a point where we can help you with these three options, whether it's agency, own project, or consulting.
Um, I'm going to work with few people in all three options, so, well, try it, write to me on Instagram, and if I see that I can help you, then we'll talk, and if not, I won't waste your time, neither yours nor mine, so I'll tell you that too, and I'll be totally honest. So, that's it, this is a bit of the video I wanted to make. It's the first time I've done this format, I honestly like it. The fact of doing it completely open, sincere, here it's about saying things clearly. I'm not, I mean, there's no need to lie, no, I don't have the need, I've never done it, nor will I do it, because I don't have a B2C business where I have to show luxuries, etc., to sell you my course. No, we don't do that. I don't have a product, I mean, I don't have any course to sell you. I can only help you with these three options. So, we'll leave it here. Um. The next video, I'll make it when I have something interesting to tell you in this type of video format. I don't want to force myself, I want to do it when it comes naturally, when it motivates me and I feel like it. So, stay tuned, subscribe to the channel so you're aware when I publish the next video where I'll be sincere with all of you and show you things as they are, the good and the bad. So, that's it, bye.