Transcription
Do you believe it's possible to build a business within 18 months that generates 1 million Euros in annual revenue in the personal branding business, within the coaching market with digital products? Today, in this video, I'll tell you exactly how I would do it, step by step. The first step is to earn your first Euro within the first 90 days. This might sound slow at first, but we're building the business a little differently so it can scale faster later on. About 6 months to break-even, and 18 months to the first million. For those who don't know me yet, I'm Sebastian. I've been building online businesses since 2014. I've generated several million Euros in revenue with my Evergreen Funnel. I've already received the Scaling Award from Copcard for 2026, which means 1 million Euros in revenue. And I actually only work 12 to 15 hours per week, because that's what's most important to me. I always wanted to maximize my hourly wage, not just my income. In this video, I'll tell you the seven steps I would concretely take today. What's also important is that it's in the exact right order. Even if some things might feel wrong or out of order, I've already thought them through. Just a quick note beforehand: You can also watch my entire funnel, how I've built every single step, for free at any time. You'll find the link below the video. It's a workshop that lasts about an hour. There you can see how I built my business. So, let's start directly with step number 1, and that is to uncompromisingly choose the right niche. So, in the first one to two weeks, which sounds like a lot, but it's incredibly important, we'll focus solely on your niche, but probably a bit differently than most people do. Many think, "Well, okay, I love yoga and know about nutrition, so I'll create a yoga and nutrition coaching guide." And that's the first mistake, because that's a hobby, not a real price tag. Your niche must fulfill three things simultaneously. First, you have experience. Ideally, you can also show results. Second, your target audience has a problem they are willing to pay for. Not just 20 Euros for an ebook, but really pay money. Third, the market is large enough, but not yet oversaturated. So, these three things are non-negotiable. I was lucky back then. I used to [clears throat] just give tips and tricks about Instagram. That worked extremely well 7, 8 years ago and even up to a year or two ago, because everyone wanted Instagram tips. Nowadays, everyone does it. You can find hundreds of people giving you tips and tricks for Instagram. That's why I've always moved away from it. What I would do today, however, is concrete target audience research. I would look at existing providers, your competitors. I would also check prices and what's a small game-changer: look at different sales pages, because people who are good at it naturally target the pain points of your target audience there, what your target audience really wants to read, and what always works very, very well. Find business videos, you can also watch mine, and see what people comment. I've read quite a few comments in recent weeks from people who watched my videos, where there were clear questions that could have been a niche. For example, "How do I overcome the fear of speaking in front of the camera?" You can teach people things like that, things that can bring in real money. And a very specific hack, or something very few people think about, is to pick a business book, for example, that fits your niche perfectly and read all the reviews. That can also work very, very well. Specifically, sit down and create three columns. First column: What topics do I have experience with or where can I show results? Second column: Which of these have a paying clientele? And the third column is: Which market is large enough, but where are the top performers not absolutely unreachable? And for step number 2, please come with me to my whiteboard for a moment, because I'll draw it out for you. Let me quickly draw this timeline for you. I need to make sure the microphone doesn't bother you. So, we have 18 months to not 1 Euro, but 1 million Euros. So, you can imagine the order. For that, let's first draw a timeline here and say this is day zero, then we're somewhere here. Month 3, Month 6, and let's go through it like this. We'll just put Month 12 here, we'll skip ahead a bit, and here we have Month 18 somewhere. These time intervals don't have to be exact. You just need to understand the concept. Most people who start either plan too ambitiously or too pessimistically. Yes, too ambitiously means, "I'll make 10,000 Euros next month." You'll almost certainly fall flat on your face. Yes, you'll give up after three months because it just doesn't work out, and too pessimistically means, "This will take five years," and you have no absolute urgency, no progress, and it slowly crumbles. Yes, so the realistic timeline is aggressive, but achievable. And the first 90 days are for your first paid Euro, not 10,000 Euros. So your brain knows, okay, this thing fundamentally works. Yes, and from day 91 to 180, we'll have a break-even point for your business. That's where it really pays off. Yes, meaning we have the start here, here's your first Euro, with a small product or something. We'll get to that. Yes, so here's the first money we've earned, and here we're aiming for the break-even point, and here we'll already have the Evergreen set up. I'll get to all of that soon, don't worry. And finally, from month 12, we'll try to earn five figures per month. Yes, so over 10,000 Euros. And we'll also have a community included here. I'll get to that soon too. And between this step and the next 6 months, by far the most will happen, because here we'll try to reach 1 million Euros per year. And we'll do that with a few very specific tricks. Why is a timeline generally important? Well, I'm an industrial engineer, and I used to work a lot with project planning, and we always had a timeline with various buffers. But we knew exactly when what had to be done. If you don't have a timeline and a concrete plan for when you want to do what, you'll chase every single hype and take too long for some things. By the end of the year, you'll have ten open projects and still no revenue. Ideally, after this video, or you can pause it now, write down your own timeline. I just showed you a very simple timeline. So, day 90 is your first Euro, day 180 is break-even, day 356, 365 is five figures per month, yes, and on day 540, you'll have earned your first million. How all of that works, we'll get to that now. The third step is the most counterintuitive for most of you, and that's why it's so important to actually do it. Most people out there start with a product. They build a course, they build a funnel, they build a sales page, then they start creating content and try to sell the product. Unfortunately, that's wrong. I would do it completely differently. For the first two months, I wouldn't have any product at all. The content I would create would only show who I am and what I'm capable of. Maybe you've seen this with Alex Hormozi, for example. For years, you couldn't buy anything from him as a small customer. You couldn't buy anything. He built his personal brand and always said he only works with entrepreneurs who already earn 10 million Euros a year and he tries to scale them to, I don't know, 50 million. Eventually, he scaled it down and said, "Now people can join who earn a million. We'll scale them to 10 million." And eventually, he started selling to the broader masses. So, the first thing is to get people excited, give a lot away for free, and say, "Look how amazing, how amazing, how amazing, how amazing." With the underlying thought, of course, that we will also launch a product at some point. If you start selling on day 1, you'll have an incredibly hard time building reach. By 2026, no one will follow accounts that post like a company. All people out there follow personalities. They follow people with opinions. Look at who is currently growing extremely fast on YouTube, on Instagram, on LinkedIn. It's usually influencers, and while influencers might hold products up to the camera here and there, they don't have that "I want to sell you my product all the time" vibe. You don't get the feeling that they live off and depend on a product. And I'll tell you honestly, I've always done it wrong too. While I do point to my workshop repeatedly now, I make sure the main content is truly helpful and also reflects my personality a bit, so we have a better connection. I see this in the recent YouTube videos, the last ten, for example. I'm getting more and more comments from you, and it makes me really happy that a connection is being built. That's much more important in the short, medium, and long term than if I were constantly saying, "Buy my product, buy my product, buy my product." You wouldn't want that either. Concretely, this means I would start on a maximum of two platforms today. I would choose, because they are also my main platforms, Instagram and YouTube. But you can also do LinkedIn and YouTube, or TikTok and YouTube very well. You notice I keep saying YouTube. YouTube is a platform. Once you've got the hang of it, you can be incredibly boosted by the algorithm. Your videos can run for years, and you don't have that daily content stress anymore. You make one video a week, you do it really well, and you take a lot of time, and if you're lucky, that video runs for years. Step number 4: Make the first product either too expensive for most, or deliberately very cheap. And I would actually launch a cheap subscription product today. I'll get to that in a moment. Exactly what. And I would probably do that for mass appeal. So, not 40 hours of video material for 2000 Euros, but a small community, small in terms of price, yes, something between 29 and 99 Euros per month, with regular live calls, regular workshops, and some small content, nothing more. Why so small? At the very beginning, it's not about making brutal revenue. We've already seen that. Revenue scales faster later on, the more people you build up who have already bought small products from you. People used to say these were tripwire items. Nowadays, in the online marketing world, we know that if you have a small subscription, a really small subscription, even if it's only 14.90 Euros, and you have 500 [sniff] or 1000 people in it, and you regularly hold workshops with them, you have regular live calls, then 20-30% of these people, who only pay 14 Euros a month, will get so excited that they'll snatch up your 2, 3, 4, 5000 Euro product out of your hand. The other way around is almost impossible. You can hardly sell a 5000 Euro product without already having a customer base. This means we're building a subscription tripwire model. I don't have this yet, by the way. I'd like to launch it. But I've been very involved with my ZS recently. Yes, but I might want to sell a creator community or something similar, which is relatively inexpensive, but where you can funnel as many people as possible, and from that, I try to funnel people into my larger program. I don't have a real premium product. I do have a mentorship product that costs 3000 Euros per month. But it's always fully booked, so I can't even launch or pitch it, and it's already booked for the whole year again. But my ZS costs 299 Euros per month, and from my small subscription, I don't know, for 19.99 Euros, I can funnel people in incredibly well because I've built up immense trust. For step number 5, we're now starting to build and think Evergreen. This is where the wheat is separated from the chaff, where we go from people who will scale later to people who will forever be stuck below a certain revenue threshold, and I call them the "grinders." So, we distinguish between scalers and grinders. And now let's quickly go to the whiteboard again. Imagine two people, or rather, two groups of people. These are scalers, and on the other side, we have the so-called grinders. And if we roughly draw a graph, we'll see, and I'll explain it to you in a moment, that scalers grow very, very slowly at first. Yes, so we go up like this, and then at some point, we'll notice that it keeps pulling upwards, and the grinders, the people who push hard, they might start somewhere here, and they sometimes have peaks, but they also have phases where they can't work, and it always moves within this range. Yes, they never really reach this difference here. This difference arises exclusively when you implement scaling measures. And if you extend this, yes, then with the scalers, we're somewhere at double, triple, quadruple, and the grinders are down here. What distinguishes these people? Only one main thing distinguishes these people, and that is a system, and it's called Evergreen. When I built my Evergreen Funnel, everything in my company changed. Before, I used to launch new products three, four, five times a year. For three weeks, I had pure adrenaline, and I needed at least another three weeks to recover. Then I had to start preparing for the next launch and planning the next launch. So, I was only stressed all year. I made great money, but there were always these spikes upwards during a launch, of course, and then I couldn't earn anything for a while. And now I've changed everything. I have my regular membership in the ZS, that's my baseline where I earn my money. To be honest, it's currently between 30,000 and 50,000 Euros per month. When I'm not launching. When I have a launch in between, it naturally goes up significantly. But it all runs automatically. I make my videos, I create my content, it all funnels into my automated Evergreen system. I recycle, I replicate, I have my techniques for creating content faster, and everything always contributes to my Evergreen system. Concretely, Evergreen simply means that an entry point runs day and night. For me, for example, the entry point is this free workshop, which I've mentioned a few times. People go in there, it's mentioned in all content, they watch the workshop, and either they find it great and buy, or they don't find it so great and end up in my emails, and maybe decide later, "No, I don't need it," or "I want to buy." But all completely without me. No sales calls, nothing. It all runs without me. The product itself, what comes before and after, is then personal. My content is very personal, and the product is very personal. We have live calls, we have our own AI that's available for people 24/7, we have a community where people interact. Personal, personal, and in the middle, everything is automated. And precisely this, embedding this automation into two personalities, that's what changed everything for me. And precisely here, therefore, for you, clearly between month 6 and month 12, we build the community, ideally as a subscription. This means we have recurring revenue. We have a community that builds more trust, that gets stronger, and then something crucial happens here. You have customers, and customers produce testimonials, and testimonials produce more customers, and more customers in turn produce a community, and having a community is the absolute game-changer in today's AI world. My community in my ZHS is now the most valuable thing in my entire company. And I'll tell you one more thing. I did it with individual sales for years. I sold digital courses for years and was more or less dependent every month on selling something again the next month. If you have a community as a subscription, you have recurring revenue. You have predictable revenue. You can sleep better. You don't have to sell anything next month to still have your income. And that was the absolute game-changer for me. And now, my dear friends, we're heading towards the million. The last step, month 11 to month 18. This is the actual path to the million. You now have a running Evergreen funnel, a stable main product, an active community, and recurring revenue. And now comes what ultimately makes the leap to a million in revenue: a premium offer or a VIP offer. The math is simple, right? If you sell a course for, say, 1000 Euros, to reach a million, you need 1000 buyers. That's quite a lot. Calculated over our timeframe, that's three sales a day. However, if you have a premium offer, for example, for 5000 Euros or 25,000 Euros, you need to sell significantly fewer. This means if you have a 5000 Euro product and sell it 50 times, you've already earned a quarter of a million Euros. So, if you've managed to build a community with a few hundred people, then among those few hundred people, there will be some who have a lot of money, and then you can consider selling a real premium offer, a real one-on-one coaching, a mentorship. My mentorship, which I've mentioned a few times, costs at least 3000 Euros net per month. That's the baseline. But you can also get mentorship from me for 15,000 or 20,000 Euros per month. And if you sell a few of those, it goes relatively quickly to the million. I want to add a disclaimer. This is really very difficult. It doesn't work for everyone, but I think if you have the goal of reaching 1 million, and even if you miss it a bit and only earn your first 100,000, it's certainly been worth it. It's also not for everyone. I always see comments on such videos. "It's all just a scam." It really works. I recently saw someone who earned 300,000 Euros in a week with a launch and only has about 35,000 followers on Instagram. Anything is possible nowadays. If you know exactly how it works, you can really crush it. And if you liked this video, feel free to share it with a friend, like it, comment on it, subscribe to the channel. See you next time. Take care. By Sebifst. Bye.