Hello and welcome congratulations this is Rajat from Startup Frat thanks and congrats for crossing 20 000 members ever since we started on April 28 2020 so what is it six or eight months eight or nine months twenty thousand members thank you very much and hooray to everybody who has been an active part of
The community has been liking commenting sharing you know you’ve been part of the community you’ve interacted shared you’ve been part of the different uh open programs you’ve been part of the academy programs thank you very much so the reason this community was created was in the middle of the lockdown I didn’t have any of my corporate clients you know bugging me all day long and I was sitting at home free.
Just expressing my creativity sharing my knowledge and becoming a great community now I will stay committed uh you know the reason it’s become this big is because I do stay committed in spite of after the lockdown and all of that I do stay committed to sharing the knowledge because uh like I told you before in many other videos it’s been an emotional reason when I was
Quitting my job in a hospital and trying to learn the reason I realized I need to learn sales and marketing is because I did not know how to get patients yeah so, I got all the best education I got a good medical degree and everything I didn’t know how to get patient and somebody said well you got to learn some sales and marketing skills and once I learned that I realized
You know I don’t need to I don’t need to sit in a clinic by myself because once you learn that skill you can apply it to any market right and then getting this knowledge is very difficult I used to live I still live in a small town you know in Puna which is actually not no longer a small town and nothing used to happen in Puna like nothing used to happen in Puna so if you wanted to attend there was the internet
Was not this advanced and if you wanted to attend a good seminar or go to listen to a good speaker or find a good consultant even to get an initial consultation you had to take a bus and go all the way to Bombay okay you had to take a bus go all the way to Bombay it was expensive because I didn’t have much money and then my mentor at that time said unless you invest in your learning you know all the
Money in the world comes from learning and knowing yeah knowing the market knowing what’s happening what’s going on the wgo formula what’s going on okay so one of the reasons very close to my heart is that uh you know uh that I don’t want to make information a barrier for anyone’s success so you will always get the best information from me and I know before I go on that people have been sending me emails, especially a couple of queries
Came in from restaurant owners I’ve already sent you an email saying I’m a couple of days delayed but today I’m going to give you a special video so we’ll hopefully solve your problem before you get my email response okay so I do stay committed to that cause and if you see that the 20 000 people in this community less than maybe three or four hundred are part of our academy programs which
Are some more advanced programs where you can get to work closely with me and everything but you know it is my commitment that we will keep this community running a lot of different people are getting involved in the actual creative part of you know doing more and more things so we will talk a little bit about that today okay so stay tuned get your pens pads papers and pencils and I have two very special
Gifts for you at the end of this video okay at the end of this video so what is the process going to be I’m going to give you two very special gifts okay then in the month that is going to follow from now till maybe about we hit about 25 000 people I’ve done the run rate and all the run rate is pretty good so we will hit 25 000 people between now and this point I have committed that I will give you
At least training worth at least a lack of rupees if not more so if you’ve gone to MBA school and if you spent two lakh rupees or three lakh rupees in your MBA education you’ll probably get an equal or better amount of education over here in the next one month if you stay tuned okay and you’ll probably write me an email and say man this information was worth
More than a lack of peace, okay much of this information comes from paid programs academy programs and my corporate consulting where I charge by the hour, okay but that’s fine okay there’s your big congrats and thank you uh thank you for that once again from the bottom of my heart okay now let’s get started first of all I’ll give you a solid training today okay solid training today
Uh so if you’re a restaurant owner and you’re saying okay I’m a restaurant owner or a cloud kitchen owner you know uh what do I need to do okay what do I need to do remember it’s a demand-supply situation at the end of the day if you can break down every little thing into a demand-supply situation you will understand what you need to do now this what you need to do let me find a duster, yeah now what you need to do is you need to understand the
Demand supply situation because once you understand that it may not help you get you to know like your million dollars your profitable market right now or anything but if you keep focusing on that you will get a lot of good ideas that will help you reposition over the long term let me show you some examples so now you are you’re a restaurant owner, okay and you have something called demand
Okay and then you have something called supply okay demand and supply on a fulcrum supply okay in a global market in a global market you got to have your own little market or your own span of customers who in your particular product line nobody else can supply but you okay there is only space for number one there is no space for number two there is only space for number one okay so what is the demand-supply situation
Looking like in the old times if you had a restaurant you were either a Chinese restaurant or a general multi-cuisine restaurant or you know like a cloud kitchen that would give out tandoori chicken and starters to people who are drinking whiskey on the weekday weekends or something right and then the span was limited you would get all the orders from people in that area because they have you know only so many restaurants and you know you have
Only so many customers so you have a demand-supply situation where you have some other people who are supplying and then you have got all this demand market okay you got all this demand market now what is happening is there are two kinds of competition first of all restaurants even on a smaller scale it’s easier and easier to set them up you can set them up as cloud kitchens or
Whatever it is becoming easier and easier to set up restaurants which is why there’s been an explosion in the supply now the supply is like hundreds of people in your area okay there are restaurants in my town in puna there are restaurants that run out of literally one kitchen and four seats like a cafe outside or something and they deliver half of their stuff so swiggy and everything okay which brings
I to the other point okay Swiggy is the worst form of competition because either you are in the Swiggy platform where you’re competing with hundreds of others of their members of the whatever the suppliers that are there and if you’re out of the Swiggy platform you’re competing against Swiggy themselves right so it’s the worst aggregators the worst kind of competition aggregators
Are here to stay and all of that stuff right so that’s cool so you have competition the second thing is your demand is going down because people are careful about what kind of food you know they order how soon how frequently they go out which is reducing because the government restrictions and things like that and then you’ve got things like uh um you know there is way too much choice
So you don’t show up like there’s way too much choice it’s like going to Netflix it takes 30 minutes just to figure out what you want to watch so you know people don’t even go to Netflix anymore like the newer and newer content engines are coming up and they’re hyper-specialized if you want to watch Hindi stuff it’s better to go to like z or something like the sony live or something if you want to watch a particular kind of other content go to
Somewhere else youtube is getting so crowded it’s so difficult to search for stuff that people are going to Patreon and happily paying two dollars a month just to find exactly the right content that they want to watch the wastage of time and figuring out whom to do business with is costing you literally all of your customer attention which basically means that a confused customer will not buy from anyone
Confused customers will not buy from anyone you could still get your business from Swiggy where people just open the thing and they figure out they want to buy let’s say tandoori chicken and if you are a tandoori chicken person they’ll buy from you maybe you’ll get some business that way but there is no growth there is no future in that business because you’re controlled within it’s like having a class 4 government job a class 4 government job
The growth is not there the prospects are not there you’re just basically stuck in that box and that’s your entire life so if if that works for you that’s great but if you want to get out of there then what do you do okay if you want to get out of there then what do you do there are three ways in which to make more money there are three ways in which to make more money the first is
Get more customers the second is to get these customers to pay more frequently okay and the fifth way is to figure out how they can pay you more and more per visit and more per visit which is also called ticket size okay if an average meal for four costs three thousand rupees in your place how do you figure out to sell something
Worth twenty 000 okay how do you figure out how to sell something like 20 000 right so let me tell you a story and then I’ll tell you three or three more factors in which you can probably help yourself okay let me just look at my notes real quick over here so what if I were to tell you that most people in the market whether it’s this type of competition or this type of competition is gonna go for this
Okay they’re gonna try to get more and more customer share from each other it’s a zero-sum game because today everybody is ordering the maximum amount of meals they can possibly order you know from the outside the market is not expanding it is either static or contracting okay so this game is a zero-sum game and everybody else is playing this game which is how to try to get customers from each other or whatever okay now there are two more markets which are how
Do you get customers to pay more uh frequently and how do you increase the ticket size the funny part is the restaurant business falls under and usually targets the lowest customer segment okay the lowest customer segment what is that there are only three reasons that people buy the first reason is urgency okay urgency the second reason is
Utility and the third reason is emotion okay the first reason is urgency the second reason is utility and the third reason is emotion, okay and the restaurant market okay only caters to this particular thing the urgency okay the urgency uh what is urgency restaurants make most of their business from Friday night to Saturday night
Friday night Saturday night Friday night Saturday night why there is an urgency in the customer who’s coming out of the office after five days of tiring work and then they say how do I make sure that I make all this worth my while I have one night or I have two nights and both those nights or one of those two nights they will go out drink a lot of beer probably eat a lot of food outside or something try to make as much you know just kind of help
Themselves out of this whole frustration of their job or whatever it is right so it’s an urgency issue and that’s the only two nights this like contributes to 60 70 of a restaurant’s business okay now with the arrival of cloud kitchens and these lunch box items the utility segment is also being targeted what is the utility segment if I’m an office goer and I can get lunch in my office via Swiggy for 20000
Bucks then I don’t really need to cook at home right so that’s a utility market it works all day of the week and just the convenience level is so high that it kind of works now Swiggy’s already playing in that market so how do you make it more you know unless you start your own circle or something okay you can think of playing in that market the third thing is emotion, okay very few people are able to play in
This market but this market is 1000 times as big 1 000 times as big as the emergency market 1000 times as big as the urgency market okay what is emotion have you ever seen how Salman khan launches these movies, yeah the promos start four months earlier okay and then the momentum builds up to an emotional frenzy where people are emotionally tied into
The movie and they want to have it not only do they want to have it on day one okay that is emotion building, okay so very few people know how to harness this particular market and this particular market is one thousand times the size of this particular market okay just compare your chemist
Downstairs near your society whatever your chemist is in the urgency business okay a hospital is in the urgency business where somebody just absolutely needs it they’ll walk in they’ll get it right they’ll walk in and they’ll get it to compare that to how insurance companies market health insurance or life insurance or something okay that’s why they’re that big why are they that big because they figured out how to tap a huge market an emotional
Market okay in a fashion where they get paid it’s very difficult to tap that market, okay but it’s thousand times as big okay insurance companies really make a lot of money as compared to your chemist or even as compared to any working hospital okay insurance companies make a killing insurance one of the most difficult things to sell okay in the world of salesmen if you’re any sales or marketing professional if
You’re any xerox professionals out here yeah you would know that insurance is the world’s most difficult market and insurance companies are constantly hacking how to tie their product to emotion okay you get 1000 times the amount of sales but you got to figure out how to do it successfully you got to figure out how to do it successfully now I’ll give you just one idea today and then
Tomorrow we’ll have another long training because I really want to focus on the gifts today but I do want to give you the delivery of what was promised to you okay so emotion is very very important how do you tap into different different different different emotions okay so let’s let me tell you a story so back in the days of the gold rush in us yeah there is a series also on Netflix called the west yeah the west
This shows this in some episodes gold was found in some river beds in California and everybody from the east coast of us back in like the 1700s or something like that you know just dropped everything sold their lands and showed up for the gold rush which is trying to go with a small pan into the riverbed and try to find gold nuggets okay gold nuggets now this was a dangerous business because
There was no police there was no government over there you pretty much went there you nobody knew each other everybody is finding gold and the day you found will find a little bit of gold that day somebody is going to try to murder you to take it away from you that day somebody is going to try to murder you to take it away from you okay 90 of the people in the gold rush actually never made any money because
They’ve always fought among themselves they were you know it was not a happy situation and the people who actually found gold sometimes it turned out that the amount of time that they had invested the amount of money that they had lost in only traveling from east coast to west coast over many months and wasting all that time to find gold the value of the gold did not pay for their trip back did not pay for whatever they had lost in
The bargain okay they did not that you know that that they’d lost in the bargain however the gold rush by itself that activity by itself was very very prosperous for the economy in general okay so for example if somebody showed up in the train okay from the east coast and got down the first thing they would want to know is
Where is the gold to be found okay like where is the place where actually go and look for it so you had to basically there were these guides and all who would charge a small fee and they would take you to that place then there was premium information which is where is it that the last gold nugget was found yesterday yeah because everywhere that gold was found a month back
You know that information is useless because there’s a thousand people already in there right so where was the gold found yesterday that’s the most premium information those people would charge 10 times as much as your regular guide okay and then before you went to actually dig for the gold before you actually went to dig for the gold what would happen is that you would need
Somebody would show up and say are you gonna get on your knees in those pants those trousers of yours because once you go into the riverbed those pants are going to get screwed over and they are going to get torn and everything yeah so what did you need trousers made out of tarpaulin-like material which later became the denim jeans yeah so they would sell you that yeah and then somebody would say hey are you going to use that little pan to to
Pan for gold no you got to use these materials which are going to you know help you get to get to get to the gold faster and then they said okay so you know those were also chargeable services okay so what happens is that if you’re playing in a market that is over competitive and dead you got to figure out an enablement market and then what you got
To do is you got to enable the other people who want to play in that market and have decided that I want to play in that market, okay and that’s where the chances of your prosperity are what is the second thing there are already you have tools built into your business you have results built into your business you have a certain way of working that is very very useful to an end customer okay in a setting different from your
Business setting in a setting different from a business setting let me give you an example when you set up a restaurant don’t you set up the interiors don’t you set up the ambiance to make it very very attractive okay is that service not useful to somebody who wants to throw a big themed party for the kids birthday or they’re calling all of their relatives over for some big get together
Yeah wouldn’t they want to throw a good themed party people who love food isn’t a certain percentage of them who want to figure out how this food is made in restaurants let me ask you this question you’ve invested all your money in assets that are costing you money that is costing you to maintain them from Monday through Thursday Monday through Thursday okay and that one product that you’re selling which is
The food or whatever it is is not making money okay that real estate can make the money for you your knowledge your staff your hardware all of that can make money for you the people who want to learn how this stuff is done in restaurants so they can make that stuff at home are willing to pay you for that learning and not only that the people who otherwise competed with you if you just go out to enable them if you just create an enablement service
For other restaurant owners, you would go into a market which has only demand you created and only you converted an only supply market into an only demand market where you my friend are going to be the only player now before you ask me I know the question that’s going on in your mind is yeah yeah all these are ideas are fine all these ideas are fine but how do you know this is gonna work how do you know this
It gonna work okay now I could give you case studies I could give you examples and testimonials and all of that but I won’t give you any of those because the hard fact of the matter is this because nobody is supplying that market you are bound to win and the second big thing is there is nothing to lose by doing it and everything to lose by not doing it yeah that is going to be the theme of this
The year 2021. yeah imagine if you didn’t die like your business didn’t die you okay did covet make it more powerful or stronger okay how can you know they say in English right if it doesn’t kill you it’ll make you stronger yeah so if Kobe didn’t kill your business is there any little way that it has made it stronger and if not you gotta really introspect and figure out what it is you need to do in order to make sure that covert makes your business stronger because staying
In a static market and competing for scraps like those people who are fighting for gold and killing each other is not the way to live my friend it is going to be the market of innovation and enablement and if you want to decide now if you want to find out how this game is going to be played then just hang on write in your comments below if there was there were any doubts questions what were your takeaways etc and wait for another video training that I’m going to
Come up with tomorrow okay because right now I can’t talk more than this because I got to go into and go into the gifts for today all right so just if you’re a restaurant owner or a small business person is there any doubts questions I don’t think this thing works yeah or what were your takeaways I think this thing works these were my takeaways just write them in the comments column, okay and I have two very special gifts to
Kick-off this festive season yeah it’s a festive season 20k season okay what are the gifts we are running something called the 6 am club which is an academy level program where uh we get together we write a goal it’s a 15-minute meeting every morning but within 21 days of running it in December like six people were able to launch their product lines, okay six people are able to launch their product
Lines so it’s a pretty tight meeting and everything and it’s 15 minutes it is not a whole lot of content or Guyana or anything like that everybody gets together everybody pretty much writes their goals there’s a little bit of uh there’s a little bit of gratitude all of a little bit of note checking with each other how’s everybody’s thing going etc and just that little activity right at 6 a.m in the morning has created life-altering change in the
Minds and the businesses of the people that are involved myself included all right so access to the 6 a.m. club Facebook group okay so 6 a.m. club happens on zoom it’s streamed on Facebook access to that Facebook group is restricted to a few people and you know there’s a fee associated with it which is a minimum which is a nominal 150 bucks a month however the community after seeing all the benefits etc has
Decided that this cycle January cycle for 21 days you know for this January season of the 6 am club there’s going to be no fees and this is what the community the academy program members have decided and I’m here to serve you know what they have decided so a bunch of academy program members will actually be leading this uh January season of 6 a.m. club that’s 21 days starting tomorrow you and I are going to
Be getting together if you so choose at 6 00 a.m. in the morning in that Facebook group it’s going to be live okay I’m gonna be there you’re gonna be there if you want to join in um you know then I have something coming up for you that’s gift number one okay that’s gift number one the second thing is that over the period of last uh six months or eight months you know zoom has emerged zoom has emerged as the number
One player in all kinds of video production video transmission video communication with one-on-one calls or webinars or group calls or even people who want to do recorded stuff you know if you’re in a profession uh like you’re in teaching or something which now requires you to record your lessons and this requires visual aid you want to share your PowerPoint mind map do some calculations on an excel sheet while you’re recording the session and
Everything all of these features literally 99 of these features are free inside zoom okay so what I’ve done is I’ve created a 50 minute like almost an hour long zoom training okay zoom training so once one you have the six am club okay and then you have an hour long zoom training okay that you can get free access for there is no fees for it today or ever okay now this is also part of an academy uh academy program called video
Production mastery but I created a brand new spiffy one-hour long training where I go into my zoom panel and I show you every little thing that I have done with zoom with all the hardware and everything in the last six seven months producing these videos and things like that you know and thus growing the community and everything now of course this particular type of video is being recorded on a camera phone okay but if
You want to do visual aid you want to share PowerPoint you want to share mind maps do excel sheet recordings you want to do webinars and things like that okay everything that I’ve done including the headphone gear etc that I’ve used in the last six seven months pretty simple stuff you know I’ve recorded in this one hour long training I want to give you free access to this training this is I checked up on the internet very few trainings I think all you won’t be able
To find any training like this so detailed all right so I want to give you free access to it and if this interests you what I would like you to do is head over to startupfrat.club/zoom okay so startupfrat.club/zoom never mind the handwriting I’ll put a ticker on top of it startupfrat.club/zoom okay now I just want to warn you
Okay we are going into a double opt-in as a default which means you put in your email there’s an email that shows up in your account which says your confirmation is required you gotta hit that link in order to get access to your training okay sorry about the two-step process but we have decided to go with the highest security standard we love your privacy and I want to protect your privacy because every time you access
Something in my system you’re basically your computer is leaving traces cookies you’re leaving your email phone number etc in there so what I want to do is I you know we have gone to a double opt-in which means we do this whole security thing but you put in your email you get a get a message saying please confirm your you know please confirm your details you hit the link in there and then you get your training okay so sorry about that
But again I’ve worked hard on creating this training for you so if you do want to access it okay then you can have it for free it’s uh startupfrat.com forward slash zoom it’s a one hour super solid training okay I won’t put a uh you know price tag to it because it’s not a fully paid product it’s part of a larger paid product called video production mastery okay and you get access to the 6am club once you do the startupfrat.cloud/zoom.
All of this information will be sent to you it’s a two-in-one package take it all okay I hope you like this training let me know what you thought in the comments box etc and watch out for the training tomorrow I’ll see you bye.