Chapter 1: What is the main topic discussed in this episode?
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, yesterday you heard me talk with Peter Shankman and how he used his ADHD and business smarts to sell his business and feed his two fat cats. Good morning, Top Tribe. You are going to love my guest today. His name is Brad Martineau, and he is married with five kids. He loves playing basketball.
He's addicted to fitted hats, and he's pretty into this whole entrepreneurial thing. Look, back in the day, he was the sixth employee at Infusionsoft. He spent over six years leading the product development efforts as a key member of the Infusionsoft leadership team. He had obviously a blast doing this. He learned a ton and he got to rub shoulders with many very highly successful entrepreneurs.
He says his specialty is simplifying the complex and bridging the gap between theory and execution. He loves teaching and helping people understand these difficult concepts and nothing drives him more nuts than seeing someone not do something because they don't know how. He now launched Sixth Division to provide Infusionsoft users a better source of coaching, training, and done-for-you services.
Brad, are you ready to take us to the top? Absolutely. So let's jump in here. Infusionsoft's obviously a mammoth, growing really fast. Your brother's there. People you love are there. Why leave six years in?
We're going right to it.
Well, I mean, that's the big question, right? That's what everyone's going to be wondering.
Yeah, the truth is I got fired. I got laid off. I like to say fired because it's much more dramatic.
Oh, it's episode dumb accounts going up, right?
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Chapter 2: How did Brad Martineau transition from Infusionsoft to starting his own business?
We call it creating an executable blueprint. But here are the emails that are going to be sent. Here are the landing pages we need. Here's where somebody is going to call. So we get into all those details. And then we build it all. And we build it in a way where we can do it super fast. You walk away with reporting.
So when you walk out the door, you've got pieces of your business where we both define the strategy and built it. You walk out and you've got a new part of your business that's up and running.
So you said you built a multimillion dollar kind of on the back of this makeover kind of two-day course. What's the price point on that, and how many people have bought it?
So it started at $6,000 when we launched it back in 2012. Right now we're selling it at $12,000. And the number of people that have bought it were, I don't know the exact number, but it's somewhere between 500 and 600 over the last three and a half, four years.
Interesting. So annually, let's just call it 2014, how many people did you put through it at the $12,000?
Oh, see, I don't know. I have different numbers. I don't know those numbers. But we did about 1.6 last year, and it was, I would say, 85, but probably more like 90 to 95% of that revenue came from makeovers. So I've been pretty staunch on that. That's the only thing that we've sold since we started is the two-day makeovers.
Do you look at, I mean, we have a lot of people that listen and are very sophisticated SaaS CEOs or people that invest in software as a service businesses or SaaS businesses. With having 95% of your revenue coming through kind of these experiential two-day courses, I imagine the other 5% is some kind of software you're selling. Would you consider yourself a SaaS company or not?
So, yeah, we are, but there's a separate part of our company that spun off. So back in 2013, I want to say it was, we created a software product called Plus This. And that spun out because in these two-day makeovers where we're sitting down, people would come in and say, hey, I want to make Infusionsoft do this. I want to make it talk to go to webinar. And there was no way to do that.
So we would say, oh, hey, just go talk to a developer. And any time you tell an entrepreneur to go talk to a developer, they ā Curl up in the fetal position and start sucking their thumb. So we just went out and we started building the tool. And that has since spun off.
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Chapter 3: What services does Sixth Division provide to its clients?
And we've also started to create some more offerings where people don't necessarily have to travel out to work with us and that's opened up. We have a thing called a mini makeover where we can do a half day or a full day and we can do it remotely. And that's allowed us to fill in some of the gaps that exist between the two days.
And then what we're launching and going to push on is we've got a core, so again, Our entire existence is about making it easy to go from an idea or a strategy that you have or that you get from somebody and then seeing that all the way through to implementation. So we've created a step by step methodical proprietary process for doing that. And this year, a lot of the growth has to do that.
We've done a lot more pushing that. That's a two thousand dollar price point. But it's the hey, if you can't afford or not interested in coming and working with us, I can teach you how to do exactly what we do. So so that has played a pretty big piece this year as well.
And that growth is being able to sell something that that doesn't require us to go sit down for a half day or for two days or whatever to deliver it.
Got it. Got it. OK, so if people want to see like the landing page you're using for this twelve thousand dollar course or something like that, do they just have to go to six division dot com and click the request a free consultation button?
Yeah, and I'm going to be totally honest. I'm going to be a little bit embarrassed by it because I don't know that I would go there and take notes on it necessarily. There's a lot ā the landing page is not the thing that's selling the $12,000 product. What's selling the $12,000 product is our positioning and what we've done and where we've been over the last five years.
So if you're looking for like, oh, sweet, I'll just go copy that and all of a sudden I can sell a $12,000 product, that's probably not going to be there. But if you want to go see what we're doing, you can definitely head over. It's 6division.com. There's a console request button on there somewhere.
Yeah. Well, where do you think they can learn the most from? You said what you've done over the past several years. What can they learn the most from in terms of the $12,000 funnel specifically?
That has a lot to do with the positioning. So if you go ā I'm trying to think of the URL. I don't know that I have it off the top of my head. Let's do this.
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Chapter 4: How does Sixth Division generate revenue through its offerings?
I'm 36 as of Saturday.
Oh, hey, congratulations. Happy birthday. Thank you.
Chapter 5: What is the pricing structure for Sixth Division's services?
Take us back 16 years. If you wish your 20-year-old self knew one thing, what would it be?
I would loop over and over in my sleep the 45-second video clip of Steve Jobs that's floating online where he basically says, look, life can be so much more when you realize one simple truth, and that is that everything that you see around you was created by somebody else that's no smarter than you, and you can change it, and you can go make your own stuff that's better that other people will use.
I would play that on repeat until it was just part of, like, my DNA.
Yeah.
I love that. I love that. Well, Brad, people are going to want to follow you over just the next year and ongoing. Where can they connect with you online?
So I'm on Facebook. I'm on Instagram. It's just bradmartineau is the handle. And then I'm also on Twitter. And then you can go check us out at sixthdivision.com as well.
Well, guys, there you have it. From six years ago getting fired by his brother. That's not too harsh, Brad, is it? No, that's what happened. There it is. Fired by his brother to $1.6 million in revenue in 2014. He'll do over $3.3 million in 2015. Brad, thanks for taking us to the top. Thank you.
Coming up tomorrow morning, you're going to hear from Murray Newlands, who in three months, he got 75,000 users. And he does it in a very weird way. Okay, Top Tribe, sponsors are wanting to pay me a lot of money to get on the show and I'm telling them all no because I don't want to waste your time. So help me out and go subscribe to the show on iTunes and then leave a rating and review.
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