Simon Devlin

And then when I found them, I taught them how to fly with their most natural, what they do best. And so my business really started to expand fast because people were having incredible experience. They were, they were getting incredible engagement. It was actually, it started out in that little cigar shop. And on a Friday afternoon, people would come and they would smoke cigars, um,

inside the and you could smoke inside back then that you they'd smoke cigars inside the little shop and also in the london court alleyway as well and they'd bring a bottle of wine and and it became this huge thing until you know some fridays it would be 30 or 40 people kind of hanging out there because they were coming for that community and that engagement as well um and so so that was the where i really worked out that whole experience and engagement circle but

inside the and you could smoke inside back then that you they'd smoke cigars inside the little shop and also in the london court alleyway as well and they'd bring a bottle of wine and and it became this huge thing until you know some fridays it would be 30 or 40 people kind of hanging out there because they were coming for that community and that engagement as well um and so so that was the where i really worked out that whole experience and engagement circle but

inside the and you could smoke inside back then that you they'd smoke cigars inside the little shop and also in the london court alleyway as well and they'd bring a bottle of wine and and it became this huge thing until you know some fridays it would be 30 or 40 people kind of hanging out there because they were coming for that community and that engagement as well um and so so that was the where i really worked out that whole experience and engagement circle but

What I was kind of missing was how do I consistently get them to come back again and again? And it wasn't until 2010 when I discovered Dan Kennedy and Magnetic Marketing that the next piece of the puzzle really fell into place. And that was the return path. Yeah. That was having a system to get people to come back again and again.

What I was kind of missing was how do I consistently get them to come back again and again? And it wasn't until 2010 when I discovered Dan Kennedy and Magnetic Marketing that the next piece of the puzzle really fell into place. And that was the return path. Yeah. That was having a system to get people to come back again and again.

What I was kind of missing was how do I consistently get them to come back again and again? And it wasn't until 2010 when I discovered Dan Kennedy and Magnetic Marketing that the next piece of the puzzle really fell into place. And that was the return path. Yeah. That was having a system to get people to come back again and again.

That whole number one reason why people stop doing business with you is they forget about you and you constantly sticking up your hand and saying, I'm here, I'm here, I'm here.

That whole number one reason why people stop doing business with you is they forget about you and you constantly sticking up your hand and saying, I'm here, I'm here, I'm here.

That whole number one reason why people stop doing business with you is they forget about you and you constantly sticking up your hand and saying, I'm here, I'm here, I'm here.

Right. And I hadn't actually done that. The experience and engagement, that's the rocket fuel that can turbocharge the return path. Um, but that was the, that was the next step. So then I started thinking about how can I add different pieces to the puzzle? And, um, uh, and then that eventually evolved into, uh, into a membership.

Right. And I hadn't actually done that. The experience and engagement, that's the rocket fuel that can turbocharge the return path. Um, but that was the, that was the next step. So then I started thinking about how can I add different pieces to the puzzle? And, um, uh, and then that eventually evolved into, uh, into a membership.

Right. And I hadn't actually done that. The experience and engagement, that's the rocket fuel that can turbocharge the return path. Um, but that was the, that was the next step. So then I started thinking about how can I add different pieces to the puzzle? And, um, uh, and then that eventually evolved into, uh, into a membership.

It actually started with private cigar keeps putting private cigar keeps in the next evolution of our store. Is that like a locker? Yeah. They put their own stuff in there? Yeah. Okay. And I'm like, oh, this is like a little real estate play here, right? Like a tiny little box. You can charge them an annual fee. So how did that work? How much would you charge people for that?

It actually started with private cigar keeps putting private cigar keeps in the next evolution of our store. Is that like a locker? Yeah. They put their own stuff in there? Yeah. Okay. And I'm like, oh, this is like a little real estate play here, right? Like a tiny little box. You can charge them an annual fee. So how did that work? How much would you charge people for that?

It actually started with private cigar keeps putting private cigar keeps in the next evolution of our store. Is that like a locker? Yeah. They put their own stuff in there? Yeah. Okay. And I'm like, oh, this is like a little real estate play here, right? Like a tiny little box. You can charge them an annual fee. So how did that work? How much would you charge people for that?

So look, I think originally when we originally opened, so that Subiaco store we opened in 2006, sorry, no, 2003. Okay. And I think we were maybe charging, uh, like five, $600 a year for the, for the keep. It was a, it was a small amount and it was us dipping our toes into what would people pay? You know, like I think often as business people and marketers, we always undervalue it. Right.

So look, I think originally when we originally opened, so that Subiaco store we opened in 2006, sorry, no, 2003. Okay. And I think we were maybe charging, uh, like five, $600 a year for the, for the keep. It was a, it was a small amount and it was us dipping our toes into what would people pay? You know, like I think often as business people and marketers, we always undervalue it. Right.

So look, I think originally when we originally opened, so that Subiaco store we opened in 2006, sorry, no, 2003. Okay. And I think we were maybe charging, uh, like five, $600 a year for the, for the keep. It was a, it was a small amount and it was us dipping our toes into what would people pay? You know, like I think often as business people and marketers, we always undervalue it. Right.

And, uh, we're testing, you know, how much people would actually pay, uh, for it as well. Um, Then I guess the next evolution was, so that was in 2003. In 2006, the smoking laws were changing. We built a joint venture with a private club in Western Australia, which was the oldest private club at the time, and we built a cigar lounge as a joint venture with them called Churchill's.