Marian Esanu

Let's assume you plan to exit the actual business.

Nobody's going to want to buy a personal brand because it's your name attached to it.

Nobody's going to want to buy your name.

And my favorite case study is actually my wife.

My wife runs a beauty salon here in Boston.

When COVID hit, the salons were one of the first businesses that were shut down because they were deemed not essential.

I said to her, you've built this successful six-figure business from scratch.

You have an expertise.

You have a skill set.

Let's look at what other people are doing it.

We looked online.

We saw a lot of different people teaching what she was already doing at that point.

She has this eyelash extension salon.

We started doing research.

We looked on Google.

We saw what companies are running ads against, what type of sales pages they had, what type of products they were selling.

We saw a variety of in-person certification, online certifications.

Then we looked on Udemy.

Then we did the research for organic content on YouTube.

And then we understood, okay, people are selling online courses about how to do eyelash extensions.