Building a $3,500,000 Business for a Stranger in 42 Mins

April 1, 2025 by Alex Hormozi

"If we got rid of all of the new customers, we should still make money off our repeat customers."

"I didn't want to sell this company as much as create a business that is sellable."

In this episode, Cody Shilson, owner of Trophy Outlet, shares insights about his business, which specializes in personalized trophies and awards. Last year, the company generated $1.72 million in revenue with a profit of $110,000. Cody's goal for the upcoming year is to increase revenue to $3.5 million, with aspirations to significantly scale their online presence, particularly through platforms like TikTok.

Cody explains that his main customers include coaches, event organizers, and businesses. He emphasizes that they offer quick shipping and free engraving, and detailed how the company's pricing structure varies across products, with flagship items like trophies costing approximately $89 to $130. Cody highlights the success they had after launching their TikTok shop, where a viral video led to substantial sales in December.

The conversation shifts to marketing and customer acquisition techniques that have worked for Trophy Outlet in the past, including utilizing platforms like Etsy and Amazon successfully over the years. Cody also discusses their fulfillment capabilities, mentioning they produce in-house and manage multiple sales channels but feel marketing is a limiting factor to their growth.

Cody contemplates the future of his family-owned business, opting to pursue a strategy that could potentially lead to a long-term sustainable enterprise, possibly for the next generation. He also describes the challenges of managing a retail location that doesn't break even, considering whether to consolidate operations and focus more on online sales, which he believes is where the future lies.

The episode also dives into strategic advice from the host regarding pricing methodologies and the need to transition towards value-based pricing to improve profit margins. They emphasize the scalability of TikTok as a channel, suggesting that Cody could harness its potential for growth. They conclude with reflections on creating engaging content for social media and leveraging email marketing to boost sales, particularly by increasing customer engagement.

Key Takeaways

Leverage TikTok for organic growth and viral marketing.
Adopt value-based pricing to improve profit margins.
Consolidate resources into online sales channels rather than maintaining brick-and-mortar locations.
Implement email marketing effectively to drive repeat purchases.
Focus on high-margin gag gifts to increase profitability.