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你好，欢迎收听这档关于我是如何建立这个实验室的建议热线。
Hello, and welcome to the advice line on how I built this lab.
我是盖·拉兹。
I'm Guy Raz.
这里是帮助你解决商业难题的地方。
This is the place where we help try to solve your business challenges.
每周，我都会邀请一位传奇创始人——曾做客本节目的嘉宾，来协助我为你提供帮助。
Each week, I'm joined by a legendary founder, a former guest on the show who will help me try to help you.
如果你正在创业并需要建议，请给我们打电话，你可能就是下一位节目嘉宾。
And if you're building something and you need advice, give us a call and you just might be the next guest on the show.
我们的号码是 +1 804331298。
Our number is +1 804331298.
留下一段一分钟的语音，告诉我们你的业务情况以及你希望获得帮助的问题或困惑。
Leave us a one minute message that tells us about your business and the issues or questions that you'd like help with.
好的。
Alright.
我们开始吧。
Let's get to it.
本周加入我的是来自明尼阿波利斯的莫妮卡·纳西夫，Mrs. Meyer's Clean Day 的创始人。
Joining me this week from Minneapolis is Monica Nassif, the founder of Mrs.
Mrs. Meyer's Clean Day。
Meyer's Clean Day.
莫妮卡，欢迎再次回到节目。
Monica, welcome back to the show.
很高兴你回来，盖伊。
Glad to be back, Guy.
很高兴有你，你上次上节目差不多是一年前了。
So it's great to have you as you were, I think, on the show almost a year ago.
是的。
Yeah.
你当时给我们讲述了打造 Mrs. Meyer's 清洁产品系列的精彩故事。
And you told us the amazing story of building missus Myers cleaning products.
对于还没听过这个故事的人，我们会在节目笔记中提供链接。
And for people who haven't heard it, we'll we'll drop a link into the show notes.
你基本上是在一次顿悟中想到的，我记得当时你正在塔吉特百货之类的商场里。
You basically had this I mean, it came about during an epiphany when you were in the middle of, I think, like, Target or something.
你看着货架上琳琅满目的肥皂和清洁剂，心想：我大概能做得更好。
And you looked at the shelves of soaps and cleansers, you thought, you know, I can probably do this better.
这应该是九十年代末的事了。
This was, I think, late nineties.
没错。
Right.
后来你确实在2000年推出了一整套清洁产品。
And you did go on to launch a line of cleaning products in 2000.
你推出的系列产品叫Caldrea。
You got it was called Caldrea.
最终，你把产品引入了威廉姆森与索莫纳。
Eventually, you got that to Williams and Sonoma.
然后莫妮卡担心其他品牌会模仿Caldrea。
And then Monica was worried other brands would knock off Caldrea.
所以你创造了自己品牌的一个仿制品版本，称之为Myers夫人。
So so you would create your own knockoff version of your your own brand, and you called it missus Myers.
而这个品牌当然迅速发展，并在2008年被Essie Johnson收购了。
And then that brand, of course, grew really fast, and then it was sold to Essie Johnson in 2008.
Myers夫人是一个真实存在的人。
Missus Myers is a real human.
Myers夫人是以你母亲的名字命名的。
Missus Myers is named after your mother.
她还活着。
She's still alive.
还活着。
Still alive.
93岁了。
93.
她仍然在为品牌代言。
She still reps.
对吧？
Right?
她依然会去为品牌代言。
She's go still goes and, like, reps the brand.
即使她不再参与运营，她仍然在为品牌代言。
Even though she's not on the case, she still reps.
是的。
Yeah.
你妈妈听过你《我是如何打造这个品牌的》这一集吗？
She's did your mom hear your episode of how I built this?
她听了。
She did.
她非常喜欢，也知道我在做这个建议热线，她非常兴奋。
She she really liked it, and she knows I'm doing this advice line thing, and she's very excited.
我们本该让她和你一起上节目。
We should've had her on with you.
不知道她为什么会这样
Don't know why she would be
退出节目。
off the show.
天哪。
Oh, man.
也许好吧。
Maybe alright.
我们会弄清楚的。
We're gonna figure that out.
天哪。
Oh, man.
她会很合适的。
She'd be good.
在我们接入听众来电之前，我想问你一个问题。
Before we bring on our callers, I wanted to ask you a question.
这和你妈妈有关。
This relates to your mom.
对吧？
Right?
因为你知道，我们邀请到咨询热线的许多公司，以及今天会来的某些公司，都在努力寻找如何建立一种真实的品牌声音。
Because, you know, a lot of the companies that we have on the advice line and some that will come on today are focused on trying to figure out how to build a like, an authentic brand voice.
但从一开始，你们就拥有如此鲜明的声音和身份。
And from the very beginning, you guys had such a strong voice and identity.
对吧？
Right?
我的意思是，就连产品文案都会说，比如‘去污效果像狄更斯一样’，而你的妈妈就是品牌灵感。
I mean, even the copy of the product would say, like, it works like the Dickens on dirt, and your your mom is the brand inspiration.
她就是迈尔斯夫人。
She is missus Myers.
你对那些试图打造公司和品牌声音的创始人有什么建议吗？
What advice do you have and do you give founders who are trying to figure out how to, like, build the voice of their company and their brand?
我认为这必须符合创始人的使命。
I think it has to be true to the founder's mission.
你知道的？
You know?
你必须保持真实。
You have to be authentic.
现在再也骗不了人了。
You can't fake it anymore.
你知道的？
You know?
现在的消费者太精明了。
This consumer's way too savvy.
可供选择的品牌太多了。
There's so many brands to pick from.
如果你不能在情感上与消费者产生共鸣，那你就会非常困难。
If, I mean, if you don't resonate emotionally with the consumer, you're just gonna have a really hard time.
是的。
Yeah.
而且，在你的案例中，你的吉祥物是真实存在的。
And also, I mean, in your case, your mascot was real.
就像，就像，
Like like,
妈妈会说，是的。
mom would go Yeah.
确实有这么一个人，她曾经在爱荷华州一个有九个孩子的家庭里做清洁工作，而现在你可以买到以她为灵感的清洁产品。
Like, there was this was a real human who really did the cleaning in a house of nine kids in Iowa, and now you can get the the cleaning products inspired by her.
哦，是的。
Oh, yeah.
她确实是真材实料。
She was the real deal.
事实上，当我们刚开始在纽约接受媒体采访时，每次有新产品发布，我都会试着给她灌输三个关键信息。
In fact, when we first started doing media interviews in New York, every time we had a new product launch, I tried to coach her with three key messages.
但这完全是一场灾难。
That was a disaster.
所以我干脆让她自由发挥，她就诚实地谈论抚养九个孩子的事。
So I just let her rip, and she just talked honestly about raising nine kids.
她就是最初的‘地球松饼’。
She was the original earth muffin.
她有个花园。
She had a garden.
她回收利用，改造旧物，每顿饭都从零开始做。
She recycled, repurposed, made every meal from scratch.
你知道的，她可以说是最初的环保型母亲。
You know, she was kind of the original eco friendly mother, if you will.
是的。
Yeah.
你有没有必要说过，别提这个。
Did you ever have to say, and bump, don't say this.
求你了。
Please.
是的。
Yes.
别提这个。
Don't say this.
是的。
Yes.
我有没有跟你说过那个故事，老兄？
Did did I ever tell you the story guy?
哪个？
Maybe Which one?
我能给你讲个故事吗？
Can I tell you a story?
我们能在广播里说这个吗？
Can we say it on the air?
好的。
Okay.
是的。
Yeah.
她写了一本清洁方面的书。
She wrote a cleaning book.
对吧？
Right?
这对我们来说是个营销工具。
It was a marketing tool for us.
我们在纽约。
We're in New York.
我们四处寻找出版社。
We go around trying to find a publisher.
我们有一位经纪人。
We've got an agent.
我们安排了六场会议。
We've got six meetings.
我们去参加第一场会议，这位女士一见面就紧紧拥抱了我的母亲。
We go into our first meeting, and this woman just immediately hugs my mother.
她来自德克萨斯，身材高大丰满，口音很重。
She's from Texas, and she's tall, buxom, has got the big old draw.
她还没开始谈正事，就问：你们是怎么在十年内生了九个孩子的？
And she goes, before we begin, how in the world did you have nine children in ten years?
我妈妈回答：因为我有一盒48片的可洁丝，但从来没用完过。
And my mom says, well, I had a box of 48 Kotex, and I never got through it.
那就是她的开场白。
That was her opening salvo.
我太喜欢了。
I love it.
我太喜欢了。
I love it.
记者们也特别喜欢。
Oh, the reporters loved it.
我尴尬死了。
I was mortified.
我太不好意思了。
I was so embarrassed.
我觉得那个做记录的实习生根本不知道‘抄本’是什么。
I don't think the intern that was taking notes knew what a codex was.
我真想赶紧离开那儿，但那就是我妈妈。
We I couldn't wait to get out there fast enough, but that's my mother.
实话实说。
The truth.
我太喜欢了。
I love it.
莫妮卡，你准备好接入我们的第一位来电者了吗？
Monica, are you ready to to bring in our first caller?
我准备好了。
I'm ready.
好的。
Alright.
让我们接入第一位来电者。
Let's bring in our first caller.
请介绍一下你自己。
Please introduce yourself.
告诉我们你的名字、你来自哪里，以及关于你的业务的一句话。
Tell us your name, where you're calling from, and just one quick line about your business.
我叫艾莉森·翁布雷兹，来自圣地亚哥，我是Insilia Hair的创始人。
My name is Alison Ombrez calling in from San Diego, and I'm the founder of Insilia Hair.
Encelia正在终结劣质假发。
Encelia is putting an end to subpar wigs.
假发又痒又热，而且不适合女性佩戴。
Wigs are itchy, hot, fit women poorly.
受到我自己脱发经历的启发，我决心为假发行业带来像瑜伽裤一样的舒适与灵活性。
Inspired by my own journey with hair loss, I set out to bring the same comfort and flexibility of yoga pants to the wig industry.
太棒了。
Awesome.
艾莉森，谢谢你的来电。
Allison, thanks for calling in.
Celia Hair，好吧，你们是做假发的。
And Celia Hair, okay, so you make wigs.
告诉我你是怎么开始做假发生意的？
Tell me how this how did you start a wig business?
我怀第二个孩子时已经八个月了，头顶上出现了一块秃斑。
I was eight months pregnant with my son, second pregnancy, and I had one patch of bald a bald spot on top of my head.
二十天内，我失去了80%的头发。
And within twenty days, I lost 80% of my hair.
哇。
Wow.
这比人们意识到的要常见得多。
Which is a lot more common than people realize.
斑秃。
Alopecia.
对吧？
Right?
是的。
Yeah.
我患的是泛发性脱发，这是最严重的一种。
I have alopecia universalis, which is the most aggressive form.
所以我全身都没有头发，包括眉毛。
So I have no hair anywhere, eyebrows.
也没有睫毛。
No eyelashes.
而这一切发生的时候你正在怀孕。
And this just happened while you were pregnant.
是的。
Yeah.
不是。
No.
纯属偶然。
A total fluke.
我们医生真的不明白。
The doctors we really didn't understand.
我生病了。
I I got sick.
这说来话长，但我在我第二次怀孕的第八个月瘦了15磅。
It's it's sort of a long story, but I lost 15 pounds in the eighth month of my second pregnancy.
所以那段时间压力很大，诸如此类。
And so it was stressful and all that.
所以
So
我肯定这非常创伤。
And I'm sure it was really traumatic.
对吧？
Right?
因为你会突然得想明白，好吧。
Because you all of a sudden have to figure out, okay.
我该怎么处理，你知道的，我该怎么办？
How am I going what, you know, what am gonna do?
是的。
Yeah.
我得带着新生儿去买假发。
I had to go shop for wigs with a newborn.
那时我住在旧金山。
I lived in San Francisco at the time.
所以，说实话，买假发真是段糟糕的经历。
And so just just I mean, awful experience, wig shopping.
你知道吗，我去Mission区的一家店，那家伙看了看我，又看了看我的宝宝。
You know, I went into one shop in the Mission, and, the guy looked at me my baby.
他坐在婴儿座椅里，然后说：你只有三十分钟试戴五顶假发。
He was in the car seat and was like, you have thirty minutes to try on five wigs.
哇。
Wow.
而且根本没有私密的试戴间。
And had no private room.
我跟假发真是彻底闹掰了。
I I just I had a terrible go with wigs.
这严重打击了我的自尊心。
It crushed my self esteem.
我第一顶假发大了两个码。
My first wig was two sizes too big.
它很痒。
It was itchy.
它不符合我的风格。
It wasn't my style.
它的一切都不像我，而戴假发本身就会让人特别不自在。
Everything about it just wasn't me, and you're super self conscious in the wig to begin with.
于是我开始痴迷于假发。
And so I became obsessed with wigs.
我开始在网上学习关于假发的知识，并参加了一个假发培训课程。
I started learning about wigs online, and I went to a wig training program.
最终，我创办了一家假发咨询业务，经营了两年。
And so I ended up starting a wig consulting business that I operated for two years.
因此，我深入了解了这个行业，了解到女性喜欢什么、不喜欢什么，以及她们的诸多不满。
And so I learned a lot about the industry, what women like, what women don't like, and a lot of the frustrations.
然后你决定创立自己的品牌。
And then you decided to start your own brand.
是的。
Yeah.
假发行业，简单来说，就是只有少数几家老牌品牌长期占据市场。
The wig industry is, to put it really simple, is you have a handful of legacy brands that have been around forever.
你可以买到便宜的假发，但佩戴体验并不好。
You can get affordable wig, and your wig life is not all that great.
或者对。
Or Yep.
如果你
If you
想要一款贴合良好、佩戴舒适的假发，价格可能高达5000到10000美元。
want something that fits well and something that's comfortable, you're spending up to 5 to $10,000.
哇。
Wow.
我只是厌倦了这种状况。
And I just got tired of that story.
这非常有趣，因为我相信这个市场的规模比大多数人想象的要大。
It's it's so interesting because it's I'm sure it's a larger market than most.
你知道美国假发市场的总潜在市场规模是多少吗？
What is the do you know what the total addressable market is for wigs in The United States?
假发和发片的总市场规模是80亿美元，而仅假发部分大约是60亿美元。
So the total wigs in extension is 8,000,000,000, and then for just wigs, it's about 6.
60亿美元。
$6,000,000,000.
你说的是60亿美元吗？
$6,000,000,000, you say?
是的。
Yes.
对。
Yeah.
我的意思是，这真是一个绝佳的机会。
That's I mean, that is an amazing opportunity.
谢谢。
Well, thank you.
我正在尽我所能，这也是为什么我说，莫妮卡，你在营销和打造品牌方面真是天才。
I'm trying my best, and that's why I mean, Monica, you're a a genius when it comes to marketing and creating brands.
还有你，盖伊，你也一样。
And, Gaye, you as well.
我是你节目的超级粉丝。
I'm such a huge fan of you, your show.
所以我来这里，是因为我有很强的销售背景，但营销并不是我的专长。
That's why I'm here because, like, I I have a strong sales background, but marketing for me is not my specialty.
是的。
Yeah.
所以你正在努力弄清楚这一点。
So you're trying to figure this out.
在请莫妮卡加入之前，你的假发有什么独特之处？
And just before I bring Monica in, what makes your wigs different?
是的
Yeah.
假发传统上是用蕾丝制成的。
So wigs are traditionally made out of lace.
这种材料又硬又僵硬。
The material is stiff, rigid.
戴在头上会痒。
It's itchy on your head.
会痒、不透气、沉重、笨重，而我的做法完全相反。
Itchy, not breathable, heavy, bulky, and I'm just taking everything the complete opposite approach.
你可以想象一下运动服所用的强力网眼材料和无缝柔韧缝线，你的假发戴起来就是那种感觉。
So, you know, think of the power mesh material and then the seamless flexible stitching that you get in your athletic clothing, that's what the wig feels like.
但它是隐藏的。
But it's hidden.
它是看不见的。
It's unseen.
从照片上看不到它。
You can't see it from a picture.
所以我很难找到方法去接触更多女性，并向她们普及假发那些看不见却至关重要的特点。
And so I'm having a hard time figuring out how to reach more women and how to educate them on the unseen aspects of the wig that are actually the most important aspects.
好的。
Okay.
莫妮卡，我想请你谈谈。
Monica, I wanna bring you in here.
一个很酷的故事。
A really cool story.
有什么想法？
Thoughts?
对艾莉森有什么问题吗？
Questions for Alison?
我觉得你这个故事最令人兴奋的地方是，艾莉森，这是一个没有品牌标签的品类。
Well, I think the most exciting thing about your story is, Alison, this is an unbranded category.
是的。
Yes.
以及60亿美元的收入。
And 6,000,000,000 in revenue.
而且没有人正在打造一个品牌，而你有一个非常独特的品牌故事。
And no one's building a brand, and you have a really differentiated story.
我听你说话的时候心想，天啊。
I I was listening to you talk going, oh my gosh.
听起来就像耐克，注重时尚和贴合度。
It sounds like Nike, you know, fashion and fit.
嘿。
Hey.
告诉我你提到的那个市场，你想要触达的那些女性。
Tell me this that market that you mentioned, the women that you wanna go after.
她们是怎么找到你的？
How do they find you?
我的意思是，他们是怎么找到你的？
Do I mean, do do they find you how?
因为他们得了癌症。
From they have they have cancer.
他们掉光了头发。
They've lost their hair.
他们会问朋友。
They ask a friend.
那具体是怎么运作的？
And how does that work?
目前，我还没有做过任何广告。
So right now, I haven't done any advertising.
我上个月才刚开始在Meta和Google上做广告，但之前完全是靠自然流量。
I actually just started advertising on Meta and Google this past month, but I have it's just been organic.
主要是通过在Google上自然排名，以及我那小小的、但用心经营的Instagram页面。
So through just purely ranking on Google organically and then on my little lonely Instagram page that I work really hard on.
我曾经有一块批发业务，但现在已经基本结束了。
I did have a wholesale side of my business that I've kind of ended.
所以从那里面我获得了一些更多的全职业务。
So I got some more full business from that.
曾经有一段时间，我与全美20家批发假发精品店合作，但后来我的业务被一些领先品牌掩盖了。
At one point, I was working with 20 wholesale wig boutiques across The US, but it just got overlooked and overshadowed by some of the leading brands.
要让人们改变他们推荐的产品很难。
It's hard to get people to change what products they recommend.
我对这个市场一无所知，但如果你是一位正在寻找假发的女性，显然你已经经历过这些痛点。
I don't know anything about this market, but if you are if you are a woman looking for a wig, clearly, you've dealt with these pain points.
头发发痒，假发戴得不舒服。
The itchiness, they don't fit well.
假发太重了。
They're heavy.
它们不适合我。
They're not working for me.
那么，是否存在这样一个世界，你制作短视频，展示内衣的结构，解释你为什么要做类似露露柠檬那样的高性能服饰？
And so is there a world where you literally, like, make videos, short videos, or you're showing people what the inside looks like and why you are making, let's say, like, the Lululemon, you know, performance performance wear.
比如，真的把衣服翻过来，拉伸它，然后与市场上现有的产品进行对比，说明为什么你的产品非常不同。
Like, literally turning it inside out, stretching it, and then comparing it to what's available on the market and why this one is very different.
是的。
Yeah.
我同意。
I agree.
我认为这种视觉呈现很令人兴奋，尤其是从一个男人的角度来说。
I think the visual, it's it's exciting, you know, in terms of what a guy is saying.
而且，尤其是你，你是真正的行家。
And, you know, especially you, you're the real deal.
对吧？
Right?
你一点头发都没有。
You don't have any hair.
现在你有漂亮的假发了。
Now you have gorgeous wigs.
是的。
Yeah.
是的。
Yeah.
这很有吸引力。
That's compelling.
在很多这些照片中，你都是模特。
And you are the model in a lot of these photos.
对吧？
Right?
是的。
Yeah.
目前我是，因为我没有资金外包这项工作。
Right now, I am because I I don't have the funds to outsource that.
这很难。
And it's hard.
我非常相信应该使用脱发的模特，但找到这样的人很难。
I I'm sort of a a big believer in having models who have hair loss, and it's hard to find them.
所以很难从合适的人那里获得合适的照片之类的。
So it's hard to get the the right photos with from the right people sort of thing.
我觉得你本身就是一个很有魅力的人，你应该拍这些视频，光头，从内到外展示假发的佩戴效果。
I I think I think you're just a compelling personality that you should be doing these videos, you know, bald, inside out, showing how it fits.
是的。
Yeah.
我的意思是，我同意，莫妮卡。
I mean, you are I agree, Monica.
我的意思是，你就是这个品牌。
I mean, you are the brand here.
你
You
是的。
are.
你除了在网站上之外，还有没有以其他方式推广自己？
Are you putting yourself out there on in in any way besides on the website?
我的意思是，我故意让品牌保持低调。
I mean, I've been very quiet with the brand on purpose.
制造一直是一个巨大的障碍。
Manufacturing has been a huge hurdle.
这个行业非常不透明，很难进入。
The industry is very opaque and hard to break into.
事实上，就在过去六个月里，我才实现了制造渠道的多元化，现在我与世界上一些最大的假发制造商合作。
So it's only within the last, actually, six months that I have had I have diversified manufacturing, and I work with some of the largest wig manufacturers in the world now.
我和他们建立了非常牢固的关系。
And I have very strong relationships with them.
所以，我一直没有信心能够跟上需求。
And so I haven't had the confidence that I could keep up with demand.
所以我并不想向全世界大肆宣传这款革命性的假发，却无法兑现交付。
And so I didn't want to, like, shout to the world, like, here's this amazing wig that's just groundbreaking and then not be able to deliver on it.
是的。
Yeah.
顺便问一下，你的销售情况怎么样？
How are you doing with sales, by the way?
去年，我做到了——而且我只是一个人，一个自筹资金的独立创业者，没有任何广告投入。
So last year, I did and, again, it's just myself, a bootstrapping sole entrepreneur, no advertising.
去年，我做到了9万美元。
Last year, did 90,000.
当时我只有一款产品，就是运动发带假发，也就是活动假发。
Only had one product, which was the the sport headband wig, active wig.
今年，我推出了我的全头假发，就是我现在戴的这款，还有几款其他配件产品，这个月的销售额将突破20万美元。
And then this year, I introduced my full wig, which I'm wearing, and a few other accessory products, and I'm doing, I'm gonna hit above 200 this month.
对。
Yeah.
太棒了。
Amazing.
恭喜你。
Good for you.
如果你今年销售额能达到二十万美元，你就得考虑从中拿出多少用于市场营销和广告。
If you're gonna bring in 200 k this year in sales, you gotta think about how much of that you can put into marketing advertising.
通常来说，大概是10%。
Usually, it's about 10%.
这是一笔不少的钱。
It's a lot of money.
是两万美元。
It's $20.
对吧？
Right?
但你要想想，如果你能花这笔钱，能用它做些什么。
But you wanna think about what you could if you could spend that, what you could do with that money.
我的意思是，你似乎有机会真正走到镜头前，深入利用你可以免费做的东西，也就是你自己和社交媒体。
I mean, it seems like you have an opportunity to really you need to get in front of the camera, put really dive into what you can do for free, which is you and social media.
然后战略性地思考你想要在精准广告上花多少钱。
And and then think strategically about how you wanna spend some money on targeted ads.
而且
And
如果你是我，你会把钱花在哪里呢？
Where where would you spend it if you had if you were me?
我有一些想法，莫妮卡。
I have some thoughts, Monica.
你有什么想法吗？
Do you have thoughts?
我的话，我会把钱花在社交媒体上。
I mean, would social media is where I would spend it.
好的。
Okay.
Meta。
Meta.
是的。
Yeah.
想想做一个抖音商店。
Think think about a TikTok store.
这更难了，是的。
It's tougher Yeah.
现在。
These days.
你知道，现在在社交媒体上获取客户更难了，但你必须尝试。
You know, customer acquisition is tougher on social media, but you gotta try.
对。
Right.
我不会一开始就把所有鸡蛋都放在这个篮子里，我会尝试一些小的实验。
I wouldn't put all of your eggs in that basket right away, and I would try different small experiments.
你知道，先从100美元开始，然后可能增加到500美元、1000美元，看看效果如何。
You know, start with a $100, and then maybe 500 and a thousand, and see where that goes.
对于这类产品来说，小型微影响力者至关重要。
Small micro influencers for a category like this, critical.
我的意思是，如果你能找到拥有上千或五千粉丝的人，你可能只需花几百美元就能和他们合作。
I mean, if you can find somebody with a thousand or 5,000 followers, you know, you could probably work with them for a few $100.
是吗？
Yeah?
是的。
Yeah.
是的。
Yeah.
而且很有效。
And it works.
我的意思是，我以前也合作过一些微影响力者，就是那些我多年来一直喜欢、关注的人。
I mean, it it's I've done some micro influencers before, just people that I love that I have I've seen over the years.
只要我给他们寄产品，通常就能立刻收回成本。
And as soon as I send them a product, I get I usually get revenue back.
我通常能从中卖出产品。
I usually make sales from it.
这太棒了。
It's great.
我还会考虑投资拍一段关于你和你的故事的视频。
I would also think about investing in a video about you and your story.
一段两分钟讲述你故事的视频。
A two minute video telling your story.
你知道吗，Liquid Death 是用一段1500美元的视频打造了品牌。
You know, Liquid Death launched its brand with a $1,500 video.
我的意思是，这确实就是整个故事。
I mean, really, that's that is the story.
所以你的故事非常引人入胜。
And so your story is so compelling.
这种事情就发生在我身上。
Like, this happened to me.
我没料到会这样。
I didn't expect it.
我的生活彻底改变了。
My life changed.
突然间，我成了一个年轻妈妈，到处找假发，这简直太糟了。
And all of a sudden, I'm a young mom trying to find wigs, and it's it sucks.
所以我决定创办这家公司来解决这个问题。
And so I decided to start the company to do this.
这其实是一个简单、清晰又引人入胜的故事，你应该把它做成两分钟的视频，推送到你能想到的所有社交媒体平台上。
Like, that is a simple, clear, compelling story that you should, you know, turn into a two minute clip and push on every social media site you can.
完全同意。
Totally agree.
你觉得这个视频必须拍得特别专业吗，还是只要
Do you think it needs to be, like, super professionally done or just
展开剩余字幕（还有 440 条）
不是全部。
Not all.
需要真实，而你就是真实的。
Needs to be real, and and you're real.
是的。
Mhmm.
我认为需要真实可信。
I think it needs to be authentic.
你需要展示出来，看。
You need to show, look.
我秃头。
I'm bald.
现在我不是了。
Now I'm not.
就像刚才那位先生说的，讲这个故事。
And and tell the story guy just said.
是的
Yeah.
好的
Alright.
你们的指令已下达，艾莉森·翁布雷和塞莉亚·海尔。
You've got your marching orders, Allison Hombre and Celia Hare.
祝你好运。
Good luck.
是的
Yeah.
谢谢你们。
Thank you, guys.
我是你们的超级粉丝。
Such a big fan.
谢谢。
Thank you.
谢谢。
Thank you.
感谢你的来电。
Thanks for calling in.
好的。
Okay.
广告结束后，下一位来电者将提出另一个商业难题。
Next up after the break, another caller with another business challenge.
我是盖·拉兹，我们正在这里的‘我是如何打造这个的’咨询热线回答您的商业问题。
I'm Guy Raz, and we're answering your business questions right here on the advice line on how I built this lab.
欢迎回到‘我是如何打造这个的’咨询热线。
Welcome back to the advice line on how I built this lab.
我是盖·拉兹，今天我的嘉宾是莫妮卡·纳西夫。
I'm Guy Raz, and my guest today is Monica Nassif.
她是Mrs.的创始人。
She's the founder of Mrs.
迈尔斯，我们正在接听听众来电，现在请接入下一位来电者。
Myers, and we are taking your calls, and let's bring in our next caller.
嗨，盖伊和莫妮卡。
Hi, Guy and Monica.
能登上你们的节目一直是我梦想，非常感谢这个机会。
It's been a dream to be on your show, so thanks for this opportunity.
我叫尼克·哈曼。
My name is Nick Harman.
我是Randomals的联合创始人。
I'm the co founder of Randomals.
我原本来自英国，但过去三十二年一直住在爱达荷州的太阳谷。
I'm originally from The UK, but I've lived for the last thirty two years in Sun Valley, Idaho.
Randomals是混合动物毛绒玩具、针织帽，以及两本获奖书籍，传递着一个简单的理念。
Randomals are combination animal plush figures, beanies, and two award winning books with a simple message.
与众不同，才能带来天壤之别。
What makes us different makes all the difference in the world.
好的。
Alright.
谢谢你的来电，尼克。
Thanks for calling in, Nick.
所以随机鼹鼠就像随机动物。
So random moles like random animals.
这是不是这里的波特曼二号？
Is that is that the Portman two here?
没错。
That's right.
灵感就是来自这里。
That's where it came from.
好的。
Alright.
我正看着你。
I'm looking at you.
我正在看你的网站。
I'm looking at your website.
所以我看到一个framel的框架，那是一种青蛙骆驼。
So I see a frame of framel, which is a frog camel.
所以，像青蛙的胳膊和腿，还有青蛙的头，但身体是骆驼的样子，有驼峰。
So, like, as a frog arms and legs and a frog head, but a camel, like, camel humps.
还有一个whork，就是鲨鱼的头。
And there's a a whork, so a shark's head.
一条鲨鱼骑在马背上。
A shark on a horse.
一个girdle，是长颈鹿配上乌龟的背。
A girdle, which is a giraffe with a turtle back.
这太有趣了，非常独特。
Tell this is super interesting, very, very unique.
这到底是怎么来的？
How did this come about?
给我讲讲这个背后的故事。
Tell me the story behind this.
哦，谢谢你，盖伊。
Oh, thank you, Guy.
有两个灵感来源。
There's two inspirations.
第一个灵感来自2021年疫情期间创立的这家公司。
The first inspiration, this was a pandemic company back in 2021.
好的。
Okay.
我有一只狗，是巴塞特猎犬和拉布拉多的混血。
And I had a dog, a bassador, part basset and part lab.
它拥有拉布拉多的全部温柔，以及巴塞特猎犬的固执，这个想法就是从这里来的。
He had all the lovingness of a lab and the stubbornness of a basset and that's where the idea came from.
但更重要的是，关于‘随机鼹鼠’这本书和它的起源故事，灵感来自我妻子女儿对《玩具总动员》的热爱，特别是隔壁小男孩西德——那个喜欢拆解玩具的孩子。
But more importantly, the book and the origin story of the Random Moles, that inspiration came from my wife's daughter's love of toy story and specifically the inspiration of the little boy next door, Sid, that used to like to destroy his toys.
她一直觉得他需要一个救赎的故事。
She always thought that he needed a redemption story.
所以在书中，奥利这只巴萨多犬咬坏了小女孩的所有玩具。
And so in the book, Ollie the basador chews all the little girl's toys.
她非常伤心。
She's devastated.
她到处找到玩具的碎片，但最终设法把它们重新拼凑起来，创造了随机鼹鼠。
She finds bits and pieces everywhere, but she finds a way to put them back together and create the Randomalt.
我太喜欢了。
I love it.
对。
Yeah.
想象一下，如果你能把大猩猩和大象杂交在一起。
Imagine if you could cross breed a gorilla and an elephant.
你就会得到像你毛绒玩具角色中的那种‘象猩’。
You would have an Elarilla as you have in your cast of of plush toys.
好的。
Okay.
所以你开始了这个生意，制作这些玩具，我猜它们主要在线销售，还是也会在实体店出售？
So you start this business, you make and and and I'm assuming these are mainly sold online or do you also sell these in shops?
大约90%的业务是在线的，但我们最近在一处意想不到的地方取得了非常成功的案例。
Probably 90% of the business is online, but we just recently had really successful story through an unlikely place.
一家叫Ripley's Believe It or Not和Ripley's Aquarium的公司看到了我们的一个病毒视频，并在几家门店做了测试。
The company called Ripley's Believe It or Not and Ripley's Aquarium, they've seen one of our viral videos and they did a test in a couple of stores.
他们最初订购了10箱，几周后又打电话来说我们需要一些托盘。
They bought 10 cases to start with and a few weeks later they called back and said we're gonna need some pallets.
于是他们订购了10个托盘，三个月内就实现了全国铺货，现在他们以40英尺集装箱为单位订货，零售部门的经理说，他们从未见过任何新品能如此迅速地售罄。
So they ordered 10 pallets and then within three months they went national and they now order by the 40 foot container and the manager of, the retail department said they've never seen anything that's brand new fly off the shelf so fast.
今年你预计销售额会是多少？
What do you expect to do in sales this year?
去年我们的销售额接近一百万美元，今年我们希望突破一百万美元。
Last year, we did just under 1,000,000 and this year, we're hoping to do just over 1,000,000.
好的。
Alright.
太好了。
That's great.
好吧。
Okay.
在我们进一步深入之前，你们有什么问题吗？
So before we dive in further, what's your question for us?
问题是，我们认为Random World是一个重要的转折点。
The question is, we think that Random World is an important inflection point.
我们想抓住当前的势头，但觉得我们的策略有些分散。
We wanna capitalize on our momentum, but we think our strategies become a little scattershot.
我们已经在几个其他国家推出了产品。
We've launched in a couple of other countries.
我们也尝试过代理团队。
We've dabbled in rep groups.
我们正在与动画公司和玩具公司会面，经常讨论引入投资以及招聘专业的市场营销和电子商务人才。
We're meeting with animation companies and toy companies and we often talk about bringing on investment and hiring some real marketing and expertise in e commerce.
我们非常希望听到你们的建议，关于你们认为我们应该集中精力的方向，以及你们觉得我们应该采取什么路径来将业务提升到下一个阶段。
And we'd love any advice that you have regarding where you think we should focus our attention and what path you think we should take to scale the business to the next level.
好的。
Alright.
莫妮卡，我想请你来谈谈。
Monica, I wanna bring you in here.
Randomals 绝对是对毛绒玩具品类的一种全新诠释。
Randomals, definitely an a a fresh take on the stuffed animal category.
是的。
Yeah.
我的意思是，它们既搞笑又古怪，同时又非常可爱。
I mean, it's they're really funny and odd and lovable all at the same time.
听你们这么说，我觉得你们必须专注于美国市场。
Just listening to you, I really think you have to focus in terms of I would just focus on The US market.
美国有多少家玩具店？
And how many toy stores are in The US?
会有上万家吗？
Could there even be 10,000?
是的。
Yes.
所以如果你打算做批发，就必须聪明地与你的代理商团队合作才能实现。
So if you're going to go wholesale, you really have to work smartly with your rep groups to make it happen.
绝不能让代理商团队独自行动，绝对不能。
Never ever leave rep groups alone, never.
你必须亲自陪同拜访，必须进行培训，必须用激励措施让他们兴奋起来，因为他们走进一家玩具店时，面对的是十到二十个品牌。
You've gotta do ride alongs, you've gotta do training, you've gotta get them excited with incentives because they're walking into a toy store with 10 to, you know, 20 brands.
为什么你的品牌能排在他们购物清单的最上面？
And why is your brand at the top of their bag?
这一点是肯定的。
That's one thing for sure.
我现在不会去其他国家。
I would not go to other countries right now.
现在。
Right now.
天啊，我正想说，我同意。
God, was just gonna say I I I agree.
我同意。
I agree.
我们唯一做对的一件事是今年一月去了伦敦玩具展，结果发生了意想不到的好事。
The one good thing we did go to the London Toy Fair back in January, and the happiest of accidents happened.
一个粉丝很少的人拍了一段视频，讲我讲述的‘Random Wolf’故事。
A guy with hardly any followers did a video of me telling the Random Wolf story.
几周之内，这段视频就获得了三千六百万次播放，这不仅引起了制片人和零售商的注意。
And within a couple of weeks, it hit 36,000,000 views and that really got the attention of not only people calling from from like producers and also retail stores.
所以这真是塞翁失马，焉知非福，但我同意你的观点，重新聚焦美国市场，因为我们肯定还没挖掘出它的全部潜力，这可能是正确的方向。
So that was a really a true blessing in disguise but I I agree with you that refocusing on The US because I'm sure we haven't scratched the surface of it yet is probably the way to go.
这还不包括塔吉特、沃尔玛、玩具反斗城。
And then that's not even Target, Walmart, Toys R Us.
我们谈的是专业渠道，然后才会扩展到大众市场。
We're talking specialty, and then you're gonna move to mass.
所以你们在美国这里有巨大的机会。
So you have a huge opportunity here in The US.
是的。
Yeah.
我的意思是，能跟我讲讲你们的供应链情况吗？
I mean, how how tell me a little bit about your your about supply.
我的意思是，你们的资金从哪里来？
I mean, how are you financing?
你们在融资采购订单时遇到困难了吗？
Are you having problems financing purchase orders?
由于我们取得的成功以及一些病毒式视频，是的。
With our success that we've had and the some of the viral videos, yes.
这一直是一个非常令人沮丧的方面。
That's been a very frustrating, aspect.
起初，我们从10万美元开始。
To begin with, we started with a $100,000.
过去五年里，我们没有从公司提取过任何资金。
We haven't taken any money out of the business for the last five years.
所有收入都重新投入到了库存管理中，因为我相信你们二位都明白，缺货是致命的，我们已经不止一次遇到这种情况，尤其是当这些视频在网上突然爆红时，我们根本毫无准备。
Everything goes back into keeping up with inventory because I'm sure as you both are know, running out of inventory is is criminal and it's happened to us on more than one occasion especially when these videos pop up online that we have no idea about.
在我们刚上线的头几周里，我以为是我们出色的市场营销和社交媒体帖子让店铺爆红了。
Just within the first couple of weeks of us launching, I thought that it was our killer marketing and social media posts that had blown up our store.
但后来发现，其实是芝加哥的一位玩具设计师在网上看到了我们的品牌，买下了所有产品，拍了开箱视频，结果我们所有货品瞬间售罄。
But it turns out it was a toy designer in Chicago that just saw the brand online, ordered all the products, did a unboxing and we sold out of everything.
这几乎把我们的店铺搞垮了。
And it essentially broke the store.
而且显然，产品运到这边需要两到三个月的时间。
And and obviously, you know, takes two or three months for the product to to get over here.
关税一直是个问题。
Tariffs have been a bit of an issue.
所以，是的，跟上库存确实是个挑战。
So, yes, keeping up with inventory is is definitely a challenge.
尼克，你们有多少个SKU？
Nick, how many SKUs do you have?
你们有多少种产品？
How many products do you have?
我们有16个毛绒玩具、11个硬质玩具、10个贝雷帽和三本书。
We have, 16 plush toys, 11 hard toys, 10 beanies, and three books.
好的。
Okay.
所以你们的产品种类并没有过多。
So you're not over assorted, really.
这很好。
That's good.
所以你真的可以更好地控制库存。
So you can really control do a better job of controlling your inventory.
我总是想创造更多东西。
I'm always wanting to create more.
我有很多产品正在筹备中，但我的另一位合伙人告诉我慢一点。
I've got lots in the pipeline, but, yes, my other partner tells me to slow down.
所以，真正的问题是，你是否打算拓展到美国以外的市场。
So really and and so the question is, many questions you expand outside of The US.
而且，我再次同意莫妮卡的观点。
And I again, I agree with Monica on this.
我现在不会这么做。
I wouldn't do that right now.
我建议你专注于解决你的供应链问题。
I really focus on fixing your your supply chain.
对吧？
Right?
因为这种情况确实会发生。
Because and this happens.
你接到一家玩具店或玩具公司的订单，然后去生产，结果他们却取消了订单。
You get an order from a toy store or a toy company, and then you go and manufacture it, and then they cancel it.
于是你就剩下了大量产品。
And so you're left with all this product.
对吧？
Right?
而且，确实有一些办法可以规避这个问题。
And, I mean, there are there are ways around that.
你可以建立一些机制来保护自己。
You can you can create some mechanisms to protect yourself.
但归根结底，你希望以最便宜、最高效的方式生产出最高质量的产品。
But at the end of the day, you wanna find the cheapest and most efficient way to make this at the highest quality.
所以，Ripley's 这个案例挺有意思的。
And and so the the Ripley's thing is interesting.
对吧？
Right?
你知道他们有多少家店吗？
How many do you know how many shops they have?
我想我们大约有21家。
I think we're in about 21.
这是利普利的‘信不信由你’，主打奇珍异宝，另外还有利普利水族馆。
It's the Ripley's Believe It or Not, which is the oddities, and then there's also the Ripley's Aquariums.
所以他们特别喜欢那些具有水生主题的店铺，而且他们有一位出色的 merchandiser，我认为这正是我们在零售领域取得成功的关键——拥有这样一位商品策划专家。
So they really like the ones, the Randomals that have an aquatic theme, and they had a brilliant merchandiser, and that has been a key to our success in retail, I think, having a merchandiser.
是的。
Yeah.
我的意思是，你似乎应该跟着需求走。
I mean, it seems like you wanna follow the pull.
对吧？
Right?
而在我看来，Ripley's 似乎是最清晰的产品市场契合度体现。
And and and the Ripley's, to me, seems like that's sort of the clearest the clearest sign of a product market fit right now.
我认为你应该给它更多时间，专注于运营，而不是急于进一步扩张。
I think you wanna give that more time and really use the time to focus on operations before you really push out further.
也许你应该退一步看看。
Just maybe take a step back.
这可能会让人有点沮丧，因为事情很令人兴奋，但你得专注于打造高效的供应链，并与客户建立牢固的关系。
It may be a little frustrating because it's exciting, but you wanna focus on having an efficient supply chain, and you wanna focus on having a strong relationship with that customer.
然后甚至可以在那些拥有 Ripley's 的城市进一步拓展。
And then maybe even building out in the cities where those Ripley's are located.
对吧？
Right?
还有瞄准独立玩具店。
And targeting independent toy stores.
我认为你应该在那些周边的其他店铺中真正打造品牌。
That's where I think you wanna really kind of build out the brand, you know, in other stores around there.
是的。
Yeah.
我同意。
I would agree.
然后组建一个优秀的销售团队，全力开拓旧金山以及其他拥有强大独立玩具店的主要市场。
And then get a good sales group to really pound away, let's just say, San Francisco, other major markets where they're just strong independent toy stores.
由于那段走红的视频，我们已经收到了许多动画工作室和制作人的兴趣。
We've we've had quite a bit of interest from different sort of animation studios and and producers as a result of that that video that went viral.
你觉得我们应该大力 pursue 这个方向吗？
Do you think that we should pursue that hard?
如果我们能获得像电视节目或YouTube短视频这样的机会，这无疑会为品牌带来巨大的曝光。
Obviously, that would be a tremendous exposure for the brand if we were to be able to get anything like a TV show or just YouTube shorts.
我认为这是讲述故事、让品牌活起来的好方法。
I think it would be a great way of telling the story and bringing that to life.
这确实很有吸引力，不是吗？
It's tempting, isn't it?
因为这太吸引人了。
Because it's so sexy.
对吧？
Right?
所以，你得问问自己，你到底从事的是什么行业？
So, you have to ask yourself what business are you in?
而你现在规模这么小，必须立刻选择一条路。
And you're so small, you have to pick a path right now.
我不是说永远，但至少现在，你得选定一条增长路径。
I'm not saying forever, but for right now, you gotta pick a path in terms of way to grow.
我同意。
I agree.
我觉得你现在已经被太多事情牵扯，已经过度分散了。
I think you're being stretched and already being stretched in too many directions right now.
你需要自律。
Think you need discipline.
我认为你需要运营实力。
I think you need operational strength.
我认为你应该专注于，正如我所说的，供应链。
I think you wanna focus on, as I say, supply chain.
我不是说一年或两年。
It's not I'm not saying for a year or two.
我是说大概三到四个月。
I'm saying for, like, three, four months.
真正把这件事做好。
Really get that down.
对吧？
Right?
因为如果你同时做太多事情，就会变成混乱而不是战略。
Because if you are doing too many things, that turns into chaos and not strategy.
对吧？
Right?
听起来你的品牌不错。
You've got a good it sounds like you've got an you got a good brand.
知识产权正在获得关注。
The IP is is gaining traction.
你那个里普利的事情进展得不错。
You've got this Ripley's thing that's going pretty well.
我会把这看作一个绝佳机会，深入发展，并基于这些地点进行地理扩张。
I would look at that as a as a as an opportunity to really lean into and then try and build out geographically based on on those locations.
是的。
Yeah.
我觉得你说得完全对。
I think I think you're absolutely right.
这个品牌叫Random Bulls。
The brand is called Random Bulls.
尼克·哈曼，祝你好运。
Nick Harman, good luck.
谢谢你的来电。
Thanks for calling in.
谢谢你，盖伊。
Thank you, Guy.
谢谢，尼克。
Thanks, Nick.
谢谢你，波尼卡。
Thank you, Bonika.
好的。
Alright.
太棒了。
Awesome.
我们稍作短暂休息，回来后会有另一位来电者、另一个问题，以及新一轮的建议。
We're gonna take a quick break, but when we come back, another caller, another question, and another round of advice.
我是盖伊·拉兹。
I'm Guy Raz.
请继续收听。
Stick around.
您正在收听的是《我是如何建立这个实验室的》建议热线。
You're listening to the advice line on how I built this lab.
欢迎回到《我是如何建立这个实验室的》建议热线。
Welcome back to the advice line on how I built this lab.
我是盖伊·拉兹。
I'm Guy Raz.
今天，我和迈尔斯夫人、创始人莫妮卡·纳西夫一起接听来电。
And today, I'm taking calls with missus Myers founder Monica Nassif.
所以，莫妮卡，你准备好了吗？
So, Monica, are you ready?
我准备好了。
I am ready.
盖伊，能来到这里我非常兴奋。
I'm thrilled to be here, Guy.
我们开始吧。
Let's do it.
我们开始吧。
Let's do it.
太棒了。
Awesome.
嘿，莫妮卡。
Hey, Monica.
嘿，盖伊。
Hey, Guy.
我叫本·罗森哈弗，我的公司是Chandelier Cleaning VA。
My name is Ben Rothenhafer, and my company is Chandelier Cleaning VA.
我位于弗吉尼亚州里士满，服务周边各州。
I'm based out of Richmond, Virginia and service the surrounding states.
我们专门从事古董和现代灯具的清洁与修复。
We specialize in cleaning and the restoration of antique and modern lighting.
我们的工作在保护历史建筑完整性的同时，为服务的空间带来全新的光彩。
Our work preserves the integrity in historic architecture while bringing a new brilliance to the spaces we serve.
本，感谢你来电。
Ben, thanks for calling in.
欢迎来到节目。
Welcome to the show.
所以你是做吊灯清洁生意的。
So you are a you have a chandelier cleaning business.
这是一项高度专业的工作，你想想。
This is a highly specialized job, imagine.
告诉我，你是怎么进入这一行的？
Tell me, how did you get into it?
嗯，这是我的宿命，老兄。
Well, it was my destiny guy.
懂吗？
Know?
我非常喜欢这项工作。
I love it.
是的。
Yeah.
我大约四年前在华盛顿特区开始做这一行。
I started about four years ago in Washington DC.
你知道，这是我服务社区的方式，我也从中收获很多。
And, you know, it is my way of serving the community and I get a lot out of it.
我们总是身处新的地方。
And we're in a new place all the time.
我们身处美丽的空间、历史建筑和酒店里。
We're in beautiful spaces, historic buildings, hotels.
你很可能要处理非常复杂的吊灯，对吧？有很多玻璃和水晶，你必须非常缓慢地拆卸下来。
And you've probably are dealing with, like, really complex, right, like, a lot of glass, a lot of crystal that you've gotta be you're taking it down very slowly.
你是怎么清洁吊灯的？
How do you clean a chandelier?
你是把它浸到什么东西里吗？
Do you, like, dip it into something?
我都不知道从哪儿开始。
Do you I like I don't even know where to begin.
我们每件物品都会亲手触摸两次。
We touch every piece by hand, twice.
有时候我们会把吊灯完全拆开，然后再重新组装，以便清洁某些难以触及的区域。
And sometimes we do undress the chandelier and put it back together just to reach certain areas.
顺便问一下，清洁一盏复杂的吊灯要多少钱？
By the way, how much does it cost to clean a chandelier, like a elaborate chandelier?
我的意思是，如果我花半天时间处理一件，大概500美元，如果是一整天的工作，可能一千美元。
I mean, if I look at a piece in a half days, you know, $500, or if it's a full day's work, maybe a thousand.
明白了。
Got it.
好的。
Alright.
酷。
Cool.
所以你经营着这家生意，你说你主要在弗吉尼亚、华盛顿特区和马里兰州地区活动。
So you've got this business and, you're you're in, you said, Virginia, DC, Maryland area.
那你打算做什么呢？
And what are you looking to do?
这个生意有很多增长机会，我服务的区域很广，但负担也相当重。
There's a lot of opportunity to grow this business and I service a large territory, but it's a lot to take on.
但我才经营这家企业两年，正处于成长阶段，我们希望扩大规模。
But I just I'm in a I'm in a growth stage of two years of owning the business, and we want to expand.
我们准备增加营销投入，登上更大的杂志。
And, we're ready to pay for more marketing, get in bigger magazines.
我的问题是，我想扩张。
My question is, I want to scale.
我准备好扩张了吗？
Am I ready to scale?
莫妮卡，我把你拉进来。
Monica, I'm gonna bring you in here.
问本几个问题。
Questions for Ben.
有一件事我一直想，我准备好扩展了吗？
Well, one thing I always think, am I ready for scale?
我总是说，这需要研究和数据分析。
I always say it's research and math.
意思是，你的市场有多大？
Meaning, okay, how big is your market?
你在酒店、家庭和照明展厅都有业务。
I mean, okay, you're in hotels, you're in homes, you're in lighting showrooms.
你目前在哪些地方？
Where are you?
有多少个这样的地方？
How many are there?
在多少个市场中？
In how many markets?
如果你想象得更大一些，服务频率呢？比如，你每年为某人的吊灯清洁两次、四次、一次？把这些算清楚。
And if you think really big, frequency of service, I mean, are you cleaning chandeliers for someone's home twice a year, four times a year, once a year, once figure that out.
把这一点记下来。
Write that down.
好的。
Okay.
每次服务的成本。
The cost per service.
你说过，一整天收费一千美元。
You know, you said a thousand dollars for a full day.
这看起来似乎不够，但我不太了解这个品类。
That doesn't seem like enough, but I don't know the category.
我的意思是，我有点把你当成高端汽车美容师。
I mean, I kind of think of you as a high end car detailer.
你知道，你正在瞄准一种非常复杂、高端的服务，白手套服务，样样俱全。
You know, you're going after this very sophisticated, very high end service, white glove, all of the above.
是的，这是奢侈品。
Yes, it's luxury.
然后，是的，然后你可以预测你的收入。
And then, yeah, and then you can project your revenues.
你知道，一旦你在电子表格上回答了所有这些问题，你就会说，好吧，这就是里士满市场。
You know, once you answer all those questions on a spreadsheet, then you go, okay, that's the Richmond market.
然后我要往附近的地方扩展。
Then I'm gonna move, you know, close at hand.
你不会跑去像奥斯汀这样的德克萨斯州地方。
You're not gonna go run on running off to Austin, Texas, for example.
所以，这就是你回答‘我准备好扩张了吗？’这个问题的方式。
So that's the way you answer the question, am I ready to scale?
就是做数学计算。
Is to do the math.
是的
Yeah.
你现在有雇员吗？
Do you have any employees right now?
我们有两个帮我在体力劳动上的人。
We have two that help me with the labor.
好的
Yes.
明白了
Got it.
好吧
Okay.
你对雇佣更多员工感觉怎么样？
And how comfortable do you feel bringing on additional employees?
这是个很好的问题，因为我仍然会亲自参与每一项工作。
That's a really good question because I still show up to every job.
这是一份高风险的工作，我想亲自到场。
This is a high risk job and I want to be there for it.
所以在过去一年半里，我投入了大量的时间、精力和金钱来培训这些员工，希望他们将来能独立完成这些体力劳动，因为我仍然会亲自出现在每一个工地。
So over the past year and a half, I have been really putting time, energy, money into training these associates to hopefully be able to do the labor because I still do show up to every job site.
我认为这其中很大一部分是教育问题。
I think a big part of this is education.
我的意思是，从某种角度来看，这其实也是一项很吸引人的行业。
I mean, and it's also just kind of a glamorous business when you think about it.
你知道，通过社交媒体或任何视觉化的方式展示吊灯，一定会非常令人兴奋。
You know, I would think social media, anything visual, it'd be super exciting to show chandeliers.
我的意思是，整个爬上梯子、清洁吊灯的过程。
Mean, I the whole process of getting up on a ladder, how you clean it.
人们非常喜欢看这类内容。
I mean, people love to watch that stuff.
而且我认为，如果你是这方面的专家，就像顶级的汽车美容师一样，你就是吊灯领域的顶尖专家。
And I would think if you were the expert, like the top of the line car detailer, that's kind of what you are with these chandeliers.
谢谢。
Thanks.
你知道，外面还有几家其他公司。
You know, there's a few other businesses out there.
简短地说，我搬到里士满时运气很好，有一位刚从水晶灯清洁行业退休的先生，最初只是一个绅士间的握手约定，后来变成了书面协议，至今我已经为他的客户服务了三十多年。
I and to be, really short, I got really lucky when I moved to Richmond, a guy had recently retired from chandelier cleaning and what started as a gentleman's handshake turned into a letter of agreement where I've serviced his clients over thirty years now.
在华盛顿特区，类似的情况也在发生。
And in DC, something similar is happening.
你觉得这是一项值得像你说的那样，莫妮卡，接管市场并收购其他企业的生意吗？
Do you think that's a business worth, you know, taking over the market like you're saying, Monica, and purchasing these other businesses?
嗯，我认为你得算一笔账。
Well, I I think you have to do the math.
这正是我之前说的。
That's what I was saying earlier.
你真的得弄清楚这个市场有多大。
You really gotta figure out how big is this.
我该怎么了解那个员工人数是多少的客户，你的成本结构是怎样的？
How can I service guy was going there with how many employees so you know your expense structure?
但你真的得坐下来，花时间弄清楚，这个市场够大吗？
But you gotta really sit down and invest time in figuring out, is it big enough?
本，你今年在销售方面有什么计划？
Ben, what are you doing in sales this year?
你预计2025年能做到什么程度？
What do you expect to do in 2025?
七万五千美元。
75,000.
好的。
Okay.
所以是七万五千美元。
So seventy five thousand dollars.
所以你打算扩张，这意味着你得雇更多人，或者雇更多人并提高收费，或者两者都做。
So and you're thinking about expanding, which means you've gotta hire more people or hire more people and charge more money or do both.
你提到过要收购另一家公司。
And and so what you you mentioned buying another business.
有哪些机会可以收购像你这样的其他公司？
What what opportunities are there to buy other businesses like yours?
我以前的雇主，她在华盛顿特区教我如何做这一切，有二十多年的客户，现在搬去佛罗里达了。
A former my my former employer who taught me how to do all of this in Washington DC, twenty plus years of clients, she's moved away to Florida.
所以之前有过一些讨论。
So there's been discussion.
她是我很好的朋友。
She's a dear friend of mine.
目前，她会给我介绍一些客户，并支付推荐费。
And currently, she does send me some clients for a referral fee.
我只是有点好奇。
I mean, I'm just kind of curious.
你觉得收购她的公司估值会是多少？相比你自己慢慢打拼呢？
What do you think the valuation of her business would be that you would acquire it versus just plugging away?
是的
Yeah.
我只会购买她业务的一部分，也许是她的客户名单。
I would only buy part of her business, perhaps her client list.
对我来说，这似乎是最有趣的部分。
That to me seems like the most interesting thing.
对吧？
Right?
客户名单。
The client list.
同意。
Agree.
也许你可以只购买这部分，或者协商某种收入分成，因为你真的知道怎么做这项工作。
And maybe you could you could just buy that and or or negotiate some kind of, you know, rev share because, really, I mean, you know how to do the work.
你大概有一辆卡车。
You probably have a truck.
你可能还有工具。
You probably have the tools.
其实，关键就是客户名单。
Really, it's just about the client list.
我同意。
I agree.
是的。
Yeah.
对。
Yeah.
然后你就有了建立自己品牌、专业水平和服务的机会等等。
You're and then you have opportunity to build your own brand of level of expertise, service, etcetera.
当然。
Absolutely.
我的客户对我而言意味着一切。
My clients mean everything to me.
是的。
Yeah.
我的意思是，在我看来，你目前的经营方式已经可以做一个很棒的生意了。
I mean, it seems to me like you could run a great business as you're doing.
对吧？
Right?
你可以一年赚八万到十万，甚至更多，再雇一些兼职员工帮你做事。
You could do $80.90, $100 a year, maybe more, and have some part time employees who help you out.
你可以这样一直干下去，慢慢发展，打造一个真正出色、稳健且盈利的生意。
And you could do that for the rest of your life and grow, you know, slowly and have a really great, robust, profitable business.
或者你可以尝试扩张，但这确实需要另一个像你这样能独立工作的技术人员，你不需要时刻监督他。
Or you can try and scale it, which, you know, really requires another, at least one more tech like you who can be autonomous, who you don't have to supervise.
在你找到这样的人之前，我认为还不值得去考虑扩张。
And until you get there, I don't think that it's it makes sense to to try it to think about scaling yet.
我觉得你应该专注于培养一个愿意与你长期合作、并且有动力继续与你共事的人。
I think you wanna focus on really developing somebody who who is gonna work with you and who has an incentive to continue to work with you.
我同意。
I would agree.
这是一个难以扩展的业务。
It's this is a difficult business to scale.
这完全依赖人才。
It's all talent driven.
伙计，你认为这个人应该拥有公司的股份吗？
Guy, do you think that person should have stock in the business?
嗯，也许吧。
Well, maybe.
我的意思是，也许你可以制定一个五年计划，随着时间推移，让他们逐步获得一些股权，比如在五到六年或更长时间内分期归属。
I mean or maybe you come up with some kind of a five year plan that over time, they get some, you know, bits of equity, you know, that vest over a five or six year period or or more.
这样可以激励那个人留下来，帮助你发展业务，而不是离开去创办竞争对手公司。
And that incentivizes that person to stay with you and help you grow the business so they don't leave and start a a competitor.
对吧？
Right?
你想嗯。
You wanna Mhmm.
你的目标是垄断这个地区的所有吊灯清洁业务，并可能进一步扩展。
Your goal is to take over the chandelier cleaning business in in this part of the country and maybe expand more.
你提到的是拥有吊灯的人数有限，但你想拿下所有这些客户。
You're talking about a limited number of people who have chandeliers, but you wanna capture all those customers.
要做到这一点，你需要更多的人，能够在州内一个地区清洁吊灯，而你在另一个地区做同样的工作。
To do that, you need additional people who can also be cleaning chandeliers in one part of the state while you're doing it in another part of the state.
是的。
Yes.
达到同样的质量。
To the same quality.
好。
Yeah.
感谢你的见解。
Thanks for your insights.
当然。
For sure.
好的。
Alright.
本，谢谢你的来电。
Ben, thanks for calling in.
这家公司名叫Chandelier Cleaning VA，位于弗吉尼亚州布鲁克斯维尔。
The company is called Chandelier Cleaning VA, Brooksville, Virginia.
祝你好运。
Good luck.
谢谢，兄弟。
Thanks, guy.
再见。
Bye bye.
拜拜，老兄。
Bye, man.
谢谢。
Thank you.
你知道吗，莫妮卡，当你回想刚开始创立这个品牌的时候，你的本能就是想做上百万件事。
You know, Monica, when you, you know, when you think about when you started this brand, right, you you the instinct is to just do a million things.
实际上，真正难的是停下来，说我们要自律，我们要专注于某些事——你还记得刚开始时那种感觉吗？就是想无处不在、做所有事，参与每一个合作和推广活动。
It's actually really hard to to stop and say, we're gonna get disciplined, and we're going to do you remember that feeling when you started, like, just wanting to when you know, just wanting to be everywhere and do everything and and do every partnership and activation and
哦，是的。
Oh, yeah.
尤其是如果你是个有创意的人，而很多品牌创始人都是这样，你往往能一眼看到五年后的样子。
Because especially if you're a creative person, which a lot of brand people are, you can already see five years ahead.
但正如你所说，你必须保持自律。
And you just have to be to your point, you have to be disciplined.
这就是为什么我们刚开始做Mrs.
That's why when we started Mrs.
Myers的时候，我们一个市场接一个市场地攻下来。
Myers, we just went after market after market.
我们就一点一点地推进。
And we just chipped away.
我们去了中西部地区。
We went to we tried the Midwest.
那是一次失败。
That was a disaster.
所以我们还是一点一点地推进。
So, we just chipped away.
纽约、亚特兰大，这些大型核心市场本会更容易接受。
New York, Atlanta, big major markets that would be so much more accepting.
我们完全按照你说的做了。
And we did exactly what you said.
我们先开了一家店，比如纽约时代广场的全食超市。
We had one store, let's say the Whole Foods store in Columbus Circle in New York.
然后我们继续拓展这座城市里的其他店铺，以在特定市场中制造大量知名度。
And then we went after all the other stores in the city to generate a lot of awareness in a particular market.
保持自律很难。
It's hard to be disciplined.
但它真的会带来巨大的回报。
But it really pays off big time.
确实如此。
It really does.
坦白说，我是通过惨痛的教训才学会的。
And I think I've learned the hard way, frankly.
是的。
Yeah.
当然。
For sure.
莫妮卡，如果你能回到你刚创业的时候，那时候你已经为塔吉特工作过了，对吧？
Monica, when you when you you know, if you could go back to when you were starting your business and you had done you know, you've done work for Target.
我的意思是，你有经验，但你还是创立了一个消费品牌，而且你还经历了一些家庭方面的挑战，这些我就不在这里细说了，但大家应该去听一下那一期节目。
I mean, you had experience, but you started a consumer brand and, you know, you also went through some challenges at home and that, you know, I won't talk about it here, but people should listen to the episode.
如果你能回到创业初期，带着你现在作为导师和投资人所了解的一切，当时什么样的建议会对你会有帮助？
If you could go back to when you were starting and knowing what you eventually discovered and now what you know as as a as a mentor and an investor, what kind of advice would have been helpful for you at that time?
你知道吗，我觉得某种程度上，无知也是一种幸福。
You know, I think ignorance in some ways is bliss.
我当时对在塔吉特、沃尔玛或克罗格货架上占据一席之地所需的推广费用一无所知，但我们还是去争取了。
I knew so little about the promotional dollars required to sit on the shelf of a Target or a Walmart or a Kroger, and yet we went after it.
如果我当时知道，天啊，那些推广费用——我不确定具体数字，假设是十万美元吧。
And I think if I knew that, oh my gosh, those promotional dollars were, you know, I don't know what the math is, let's say a 100,000.
我可能会有点害怕，但我当时根本不知道。
I may have been a little more scared, but I didn't know.
所以我只是持续不断地努力。
So I just kept chipping away.
很多零售商都表示：‘你们是个新兴品牌，我们给你们这个位置。’
And they really, you know, a lot of retailers were like, okay, you're a young brand, we'll give you this space.
但随着你发展壮大，你就得开始付费了。
And then as you grow, you gotta pay.
所以，无知也有它的好处，只要你充满热情、专注并坚持不懈地走下去。
So there is a benefit of being ignorant, but at the same time passionate and focused and persevering through it all.
我想，如果让我重新审视，我常常会想：我是不是不该创建这么多品牌？
I think if I had to go back and look, I often wondered, should I have created all these brands?
是不是不该有Caldria、Private Label和Mrs.
Should there have been Caldria, Private Label and Mrs.
Myers？
Myers?
因为我们最终还是走到了Mrs.
Because we eventually got to Mrs.
Myers。
Myers.
到最后，一切是对的。
At the end, it was right.
有时候我会想，我们真的需要做这么多吗？
Sometimes I go, did we need to do all that?
这是一个学习和摸索的过程。
It was learning, figuring it out.
是的。
Yeah.
当然。
For sure.
这是个很好的观点。
It's a good point.
对。
Yeah.
那是Mrs. Myers的创始人莫妮卡·纳塞夫。
That's Monica Nassef, founder of Mrs.
莫妮卡。
Myers.
莫妮卡，非常感谢你来到《建议热线》。
Monica, thank you so much for coming on to the Advice Line.
很高兴来到这里，盖伊。
Delighted to be here, Guy.
顺便说一下，如果你还没听过Monica最初在《我是如何建成的》中的那期节目，你一定要回去听听。
And by the way, if you haven't heard Monica's original How I Built This episode, you've gotta go back and check it out.
你可以在播客描述和节目笔记中找到链接。
You can find a link to it in the podcast description in the show notes.
这是我在那次采访中最喜欢的片段之一。
And here is one of my favorite moments from that interview.
突然间，你看到你妈妈在纽约哥伦布圆环的全食超市，那里叫Mrs. Myers。
All of a sudden, you've got your mom in the Whole Foods in Columbus Circle in New York, and it's called missus Myers.
她就说，我是Mrs. Myers，但并不是那种像卫宝挤压广告里的那个人。
And and she's like, I'm missus Myers, but it wasn't like, the Charmin squeeze guy.
不是。
No.
就像，她是在重新
Like, she was re
她可是真正的行家。
she's like the real deal.
是的。
Yeah.
我们会带她去参加展会，人们一见到她就特别喜欢。
And we would bring her to trade shows, and people just, like, loved seeing her.
她完全融入了这一切，而我却觉得头疼。
And she just embraced this whole thing, and I'm like, ugh.
但他们会问她，比如，嘿。
But would they ask her, like, hey.
你是怎么发明这个的？
How did you invent this?
你是怎么开始这个生意的？
How did you start this business?
哦，是的。
Oh, yeah.
她会怎么说？
What would she say?
她会表现得好像这事是她做的。
She would she would act like she did it.
你知道吗，一开始我总想打断她，但我心想：不行。
And, you know, at first, I I kinda always wanted to interrupt, and I thought, uh-uh.
就让她尽情发挥吧。
Just let her rip.
嘿。
Hey.
非常感谢您本周收听本节目。
Thanks so much for listening to the show this week.
顺便说一下，请务必关注我的通讯简报。
And by the way, please make sure to check out my newsletter.
您可以在 guyraz.com 或 Substack 免费订阅。
You can sign up for it for free at guyraz.com or on Substack.
当然，如果你正在经营一项业务，并希望登上本节目，请发送一段一分钟的语音留言，向我们简单介绍一下你的业务，以及你目前面临的疑问或问题，因为我们非常乐意帮助你解决这些问题。
And, of course, if you are working on a business and you'd like to be on this show, send us a one minute message that tells us a little bit about your business and the questions or issues that you're currently facing because we would love to try and help you solve them.
你可以通过电子邮件 hibt@id.Wondery.com 发送语音备忘录，或者拨打 +1 804331298 联系我们。
You can send us a voice memo at hibt@id.Wondery.com or call us at +1 804331298.
在留言中请告诉我们如何联系你，我们也会将这些信息一并放入播客的描述中。
Leave a message there, and make sure to tell us how to reach you, and we'll put all of this information in the podcast description as well.
本集节目由凯莉·汤普森制作，音乐由兰蒂娜·拉布利创作。
This episode was produced by Carrie Thompson with music composed by Ramtina Rabluy.
本集由安德莉亚·布鲁斯和约翰·伊萨贝拉剪辑。
It was edited by Andrea Bruce and John Isabella.
我们的音频工程师是西娜·莱弗雷多。
Our audio engineer was Sina Lefredo.
我们的制作团队还包括亚历克斯·钟、伊莱恩·库茨、内瓦·格兰特、凯西·赫尔曼、JC·霍华德、克里斯·马西尼、凯瑟琳·塞弗尔、凯莉·汤普森和拉梅尔·伍德。
Our production staff also includes Alex Chung, Elaine Coates, Neva Grant, Casey Herman, JC Howard, Chris Massini, Catherine Seifer, Carrie Thompson, and Ramel Wood.
我是盖伊·拉兹，你正在收听的是《我是如何打造这个的》节目中的《建议热线》。
I'm Guy Raz, and you've been listening to the Advice Line on how I built this lab.
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