SaaS Interviews with CEOs, Startups, Founders
EP 378: $750k InfoMarketer Sells 130k Books with Peter Voogd
06 Aug 2016
Chapter 1: Who is Peter Voogd and what is Game Changers Academy?
This is The Top, where I interview entrepreneurs who are number one or number two in their industry in terms of revenue or customer base. You'll learn how much revenue they're making, what their marketing funnel looks like, and how many customers they have. I'm now at $20,000 per top. Five and six million. He is hell-bent on global domination. We just broke our 100,000-unit soul mark.
And I'm your host, Nathan Latka. Okay, Top Tribe, this week's winner of the 100 bucks is Jose Avila. He is a 17-year-old that doesn't want to go to college and he wants to start his own business. For your chance to win 100 bucks just like Jose every Monday morning, simply subscribe to this podcast on iTunes right now and then text the word Nathan to 33444 to prove that you did it.
Chapter 2: What strategies does Peter use to help young entrepreneurs succeed?
Top Tribe, you know I don't have a lot of time to waste. That's why I use FreshBooks to send out invoices and make sure I'm collecting my money. To get your free month, go to nathanlatka.com forward slash FreshBooks and enter the top in the how did you hear about us section. This is episode 378 coming up bright and early tomorrow morning. You'll hear from Kenneth Lee.
He has a secret travel application and did 120 grand in 2015. Top Tribe, what is happening? We got Peter Voog with us today. And if you don't know Peter, he is a two times best-selling author and the founder of the prestigious Game Changers Academy. He's been labeled the leading authority on Gen Y leadership.
He's been featured in Forbes, Entrepreneur, Inc, Time, Huffington Post, along with many other international publications. He's trained over 6,000 young entrepreneurs personally, and his podcast videos, websites, and social media reaches over 1 million folks monthly. He's known for his no BS approach to life and entrepreneurship. Peter, are you ready to take us to the top? Always, man. I'm ready.
I'm excited. Let's do it. Good. Let's do this.
Chapter 3: How does Peter's pricing model work for Game Changers Academy?
Okay, first things first. How old are you real quick? That's so funny. I don't usually say. I let people keep guessing. Oh, come on. How old are you? Close to 30. 30. Close to 30. Okay. So, young guy, walk me through. What came first, the book, Game Changers Academy, or what? So the first thing was the Academy before the book, if that was your direct question. Yeah, that was.
Chapter 4: What is the average retention rate for Game Changers Academy members?
Okay. So, so why'd you launch the, like what year did you launch the Game Changers Academy and what is it and how do you make money from it? So 2013, I launched the Academy, um, because a couple of reasons, one, it was needed at the highest level. Um, I felt at that time I was in international wholesale company, so it was needed at the highest level and it was 100% played to my strengths.
So people needed connect connections, networking, and, uh, that's really why I created it for young entrepreneurs to create an exclusive, uh, movement for them and connect them with the millionaires that I knew and kind of bring the results to them and create a powerful community. So there's a lot of reasons, but it was needed Nathan, to be honest.
At that point, Peter, at that point, what kind of gave you, like, what did you kind of lean on as your credentials to be able to teach people that? Well, what kind of success did you have that, that let you teach that? Yeah. So I was in a international wholesale company and I was able to build one of the most, uh, I guess, cultures of excellence in my community. So I broke every company record.
It was with Vector, which is a direct sales company that we sell product to consumer. So I was able at 23, 24 to do $8 million in sales, break a lot of the company records, built a culture of excellence.
Chapter 5: How did Peter market his book and achieve 135,000 sales?
I was young succeeding. I helped 6,000 plus young entrepreneurs succeed. But I felt my mission was growing. So I had already built an $8 million business. I was able to help a lot of other people. What does that mean, by the way? Like, is that, was that your business or that was the total top line revenue you drove selling the vectors stuff? So that was the top line revenue.
So the reason, so I was making, if you want to get, very, very deep with numbers, probably 350,000 at 23, 24. So great compared to society standards. But for me, my, my mission was growing and I can only impact a certain amount of people. So I joined a lot of academies and programs and memberships and realized they weren't, they weren't getting me real results. And 90% of it was fluff in my eyes.
That's why I'm so skeptical, by the way. That's why I want you to give me the goods because there's so much, there's so much shit out there. It's just so bad. Yeah, for sure. So for me, I had this gift, Nathan, that I can really develop people and get them real results.
So I didn't start the academy until I had already helped 15, 20 people ages 17 to 23 already make six figures and help them become successful.
Chapter 6: What lessons did Peter learn from his entrepreneurial journey?
And I realized at a young age I was succeeding. I helped a lot of other people succeed that were young and I was still young. So I felt like I need, and I had a gift of connecting with high level people. So connecting with people like Mark Cuban and Gary Vaynerchuk and Ariana Huffington and, and these kinds of people that I was getting mentored by in a way.
So I wanted to bring that to the young audience because I realized I wanted to shift the culture for millennials. So Peter, what's the website for Game Changers Academy? I assume it's still live. Yeah, gamechangersmovement.com. Okay, gamechangersmovement.com. Gamechangersmovement.com. Okay, what do people get when they buy and what's it cost?
So, a couple different... Well, there's three different levels. So, there's the...
platinum level then there's the elite level so there's three different levels but generally so what they get is they get a mastermind call every month where we put our platinum members on the hot seats and what we've really done is made it very exclusive so we've had a couple thousand applications and we accept about 35 percent of them in the platinum or elite levels so first it's very exclusive where we don't accept people unless they actually have proven results and
And they have a scalable business. And we know that the Academy will help them. And they've been proven, obviously, that they've taken action. So that's the first thing that really separates it. But they get millionaire guest speakers every month. So how many total people are in it?
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Chapter 7: How does Peter leverage social media and content for growth?
And just don't talk about specific plans, but average it out. How many, what are they paying per month? Yeah, so the platinum level, about 600 members, and they pay $297 per month, but we do a $24.97 for the year, and then it's a little bit cheaper if they pay it off for the year. So we do year commitments. So it's either monthly or they pay for the whole year. And then rookies, $47 a month.
as far as price goes. So rookie platinum. So can I take the 297 bucks times 600 members and assume that you're doing about 178 grand per month on that? Good amount of money per month, yes. Don't know exact numbers, but- Is the math right? 600 members times about 297? It's a little less because we have a lot of people do year commitments. So it's a lot less money for the year commitment. Got it.
Remind me of what the year commitment is. If they pay it off, it's 1997. 1997. Okay, got it. What percentage of new signups choose the year versus monthly?
Chapter 8: What advice does Peter have for aspiring entrepreneurs?
Probably 65, 70% last time we checked do the yearly just because it makes more sense. And those kind of people are very established. They're already making 80 plus grand, a lot of them. Okay, so you're doing way less than 178 grand per month because most of these people you've already collected cash from upfront. Yeah, and then the rookies every single month, 47. And that's ongoing.
How many are in the rookie? About seven, 650 to 700. 700, okay, cool. And that's not really any touch for me. That's more systemized and kind of leveraged out. Does that make sense? There's a lot of live interaction just for the platinum level. So they get millionaire guest speakers. They get a mastermind forum, a private Facebook group, Q&A, an accountability group and stuff like that.
And what keeps Peter, one thing I always wonder about these things, what keeps people, like do people stay for six, seven, eight, nine, 10, 11, 12 months or do they churn pretty frequently? Well, I was lucky to have one-on-one contact with a lot of people and understood really what their hot buttons were, what they wanted.
And I think people need to realize the likelihood of your academy being responded to by members because you want something is zero. So we make it all about them. So I think the reason that people stay, Nathan, to be blunt. What's the number though? What's the number? What's the average number of months someone stays with you? Probably seven to eight.
I mean, and that's what we, yeah, seven to nine. That's why we did the year commitment because people were seven, eight months dropping off. So we really, and we've done it to where now after six, seven months, we kind of, we create programs and contests for them as well and give them milestones and stuff like that. So we've really perfected the last three or four years.
So Game Changers Academy 2015, what was total revenue just from Game Changers Academy? I'd have to look and I should have had them. What would you arrange? Yeah. Probably seven, 750, 750 grand, something like that. Okay. And so what are the, so let's, let's move on from that. That was valuable to help kind of understand that.
And top tribe, if you want to go check out game juniors Academy, I will link to that in the show notes at Nathan Latka.com forward slash the top three, seven, eight. So you can see all of Peter's goodness. Peter, how else are you making money? So let me let me say this, too. Instead of doing the traditional, what's the exact retention? What's this and this and this? What's the numbers?
We've really gone to more standards and non-negotiables where we want to make sure expectations are always exceeded. And we want to make sure if anyone cancels, we make the issue right. And we always leave people feeling exceptional. We want to make sure if we have to sell it to someone, it's a disqualification. We want to stay selective.
So that's really helped us not focus just on the numbers, but make sure we take care of people so we keep the flawless reputation as well. Well, yeah, Peter, and I appreciate you saying that, but the numbers don't lie, right? So if you see the numbers are that people are only staying for two months, you have a problem, right? So, and then you go attack it.
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