3 家年营收达 1000 万、2000 万、3000 万美元的奇特企业

用那种亚洲妈妈的方式去问。

Ask in the, like, Asian mom way.

你为什么还没做到一亿美元的收入？

Why aren't you at a 100,000,000 yet?

是的。

Yeah.

我的意思是，这确实是个好问题。

I mean, it's a good question.

喂。

Hey.

我想跟你分享一个挺酷的事。

I wanna tell you about something pretty cool.

我们整理了一个数据库，收录了这个播客里讨论过的所有不吸引人的商业点子。

We have a database of all of the unsexy business ideas that have been discussed on this podcast.

几百期节目，HubSpot的团队都一一梳理过了。

So hundreds of episodes, the team at HubSpot went through.

他们把所有那些不酷的点子都挑了出来。

They pulled out all the unsexy ideas.

不是那种高科技的，而是简单、接地气、有意思又赚钱的点子，我们之前 brainstormed 过的，现在都可以免费下载。

So not the super high-tech ones, but the simple, relatable, interesting, profitable ideas that we have brainstormed, and they're all available for download for free.

直接点下方描述里的链接就行。

Just click the link in the description below.

感谢我们的合作伙伴 HubSpot 赞助这个播客，还专门整理了这份免费资源送给大家。

Thank you to our friends at HubSpot for sponsoring this podcast and putting together this free resource for you guys.

我们继续回节目。

Back to the show.

这其实也是我想问你的，因为我知道你总说你能做到一千万。

It's it's kind of a question I would have for you too because I know you always say you get to 10,000,000.

我知道你完全能赚到一亿。

I know you can get to a 100,000,000.

那你是怎么做到的？

So like how?

我觉得有好几种不同的方法。

I think there's a few different ways.

我不觉得能靠一按开关就搞定。

I don't think there's like one like switch flip of a switch.

我们还可以开拓很多其他领域。

I think there's a lot of other verticals we could be hitting.

除了房产中介之外？

Other than real estate agents.

比如家政服务这类的

Like home services, that

这种业务

sort of thing

你指的是这个吗？

you're talking about?

对。

Yeah.

对。

Yeah.

我们在自己的刊物里确实这么做，但我认为如果能更针对

Which we do within our publication, but I think if it was specific

他们告诉我们的那个市场，那个企业。

to their You've market told us about the business.

杂志公司，也就是垃圾邮件。

Magazine company, aka junk mail.

你把它发给人们。

You send it to people.

关键问题是，

What's the burning question?

比如，Smart Friends 能在哪些方面帮到你？

Like, where could Smart Friends help you?

对。

Yeah.

我的意思是，说实话，我觉得这个问题挺关键的——怎么从十做到一百？

I mean, honestly, I do think that question of how do you take this from 10 to a 100?

我能试着帮你分析一下吗？

Can I take a stab at helping you?

首先，我总想知道你们的自然增长率是多少？

So first, I always wanna know what's the default growth rate?

就是说，去年到今年你们增长了多少？

Meaning, how much did you grow last year to this year?

如果什么都不变，我们预期会是什么情况？

What what do we what do I expect if nothing changes?

大概百分之十左右吧。

Probably like 10%.

百分之十。

10%.

明白了。

Okay.

所以你是想做到100，还是说你的真正目标就是100？

So to get to a 100 or is your real goal a 100?

你的目标到底是？

What's your

真正的目标？

real goal?

我的真正目标是把利润翻倍。

My real goal is to double profit.

把利润翻倍。

Double profit.

明白了。

Okay.

所以你可能根本不需要提升营收。

So you might not even need to grow top line.

我们的利润增长速度比收入快。

We grow profit faster than we grow revenue.

是的。

Yeah.

刚才萨姆问你，谁是这方面的最大玩家，你好像在说，我们可能是最大的。

It seemed like when Sam was asking you, like, who's the biggest at doing this?

我们可能是这方面的最大玩家。

And you were kinda like, we might be the biggest.

我马上就能看出，你和我和萨姆有个很明显的不同——我们俩都是那种喜欢逆向分析的人。

One thing that I can immediately tell that's very different about you than the way both both me and Sam are reverse engineer type guys.

对。

Mhmm.

我们喜欢搞清楚别人是怎么做的，别人规模有多大，然后给自己画个框，设定个参考。

We like to understand what's working for others, how big other people are, to give ourselves like, we create this almost like box.

但我觉得你不太这么做。

And I feel like you don't do that as much.

是这样吗

Is that

这确实是个短板。

That's Definitely a weakness.

对。

Yeah.

是的。

Yeah.

但你挺开心的。

But you're happy.

对。

Yeah.

特别棒。

Super epic.

是的。

Yeah.

我的意思是

What I mean is like

说清楚点，我们这病是真有。

To be clear, we have a sickness Yeah.

你看着挺正常，但我们想让你也染上这病。

And you seem fine, but we'd like to infect you with our sickness

她没必要再继续了。

She doesn't need to for more.

对。

Yeah.

对。

Yeah.

对。

Yeah.

但如果你真想改，我可能会这么办。

But if you did wanna change, here's what I might do.

我觉得我可能会先问问，还有谁也往家里发房源信息，卖给房产中介？

I think what I would do is maybe it's not like direct like, oh, who also sends home listings, sells to realtors?

但那种通过向家庭邮寄杂志或信息资料来做大生意的模式，还有谁在这么做？

But just the general model of mailing out magazines or informational stuff to homes and generating a big business off the back of that, who else does that?

这跟你做的领域不太一样。

That's not exactly your space.

对，没错。

Like Yeah.

有没有财富管理公司是这样发展起来的？

Are there like wealth management companies that grow this way?

还是说有其他行业也是这么成长的？

Or is there some other category that grows this way?

我觉得最值得关注的，虽然有点不一样，是那些社区刊物。

I think the most I mean, it's a it's a little different, but I think the most intriguing are like neighborhood publications.

你听说过Stroll吗？

So I don't if you've heard of Stroll.

Revolution？

Revolution?

是那个吗？

Is that one?

我觉得不是《Revolution》。

I don't think it's Revolution.

是《Stroll》。

There's Stroll.

还有其他的。

There there there are others.

你们那边现在还有这种事吗？

Is this still like what's going on in your area?

什么是指这个？

Is that what is?

以前我提到过这个。

Ago, I talked about this.

我记得好像叫《Revolution》。

I think it was called Revolution.

那是个社区刊物，采用特许经营模式，当时我们做这个的时候，确实是现实中在运作的。

It was a neighborhood publication that's a franchise model that back then we I think we're in real life when we did this actually.

估值大概超过一亿美元。

It was like north of a 100,000,000.

是的。

Yeah.

它们肯定超过一亿美元了。

They're they're definitely over 100,000,000.

我直觉觉得，如果你专门做家居服务，效果会好很多。

My gut tells me that if you did have dedicated home services, that would be much

也许可以换个方式，更多地提供信息支持。

And maybe there's a way to do it more informationally.

比如你现在的做法，可以直接展示待售房源。

So instead of the one you do right now, you're just like, here's the homes for sale.

有点像工具型的。

It's kind of like utilitarian.

对。

Mhmm.

如果你只是说，嘿，这是所有家居服务提供商，那其实没多大吸引力。

If you just said like, hey, here's all the home service providers, that wouldn't be that great.

但如果是在冬天，你提供一份清单，比如‘每个房主都应该做的五件事’，这种内容形式就不错。

But if it was like, let's say it's winter, and it's like, here's the five tips every homeowner should do for like listicle type of content.

没错。

Right.

然后在内容里，自然地嵌入这些服务商的信息。

And then on the inside, there's providers.

但关键是，你做的东西，封面看起来就像一份免费赠品。

But like, you just do something that's actually like the ad the front cover is basically like free a give.

对。

Mhmm.

它提供的是有用又有趣的信息，关于家居服务或居家养护。

It's it's useful information, entertaining useful information about about home service or home care.

是的。

Yeah.

里面当然会列出家政服务提供商，如果用户不想自己动手，就可以请专业人士来帮忙。我不确定你能不能在这方面做得很好。

And then inside, you obviously have home care providers where if people don't wanna do it themselves, they could hire pros to come do this stuff for I wonder if you could get good at that.

但如果是我的话，我不会直接给出答案，而是先做一项研究。

But I would I would just kind of if I was you, I would start with a not an answer, but a study.

我会先深入了解，这个领域里其他玩家都在做什么？

I would I would go get real familiar with what are all the other players doing in the space?

谁是行业里的大玩家？

Who's big?

谁又不怎么样？

Who's not?

以前在那些公司工作过的人是谁？

Who used to work there?

去跟他们聊聊。

Go talk to them.

去向他们学习。

Go learn from them.

我会花一个月左右专门去做这件事，我相信到那时候你会明白很多。

Like, I would kinda go on like a like a one month expedition of that, and I think you'll know so much more by the

结束的时候

end of

他和我是好朋友。

him and I are buddies.

我们经常聊招聘的事。

We talk about hiring all the time.

你就直接去挖那些大公司的人，让他们来为你工作。

I'm like, just go recruit someone who's at the bigger company, and just have them come and work for you.

是的。

Yeah.

有没有可能，不是40个市场，而是80个？

Why and is there a world where instead of 40, it could be 80 markets?

这相当于把市场切得更细，我们就能拓展到国际了。

It would be dicing the well, we could go international.

我们已经在加拿大了。

We're already in Canada.

所以有些市场对我们来说是合适的拓展方向。

So there are markets that make sense for us to go into.

但要说从40个增加到80个，那就是把原来的40个再进一步细分。

But as far as 40 to 80, you would then break down the 40 into 80.

地理区域其实没变。

It's the same geographical area.

只是因为我们在整个美国都已经全面覆盖了，所以数量自然就多了。

It's just gonna be more because I mean, we're literally covering the whole US.

明白了。

Got it.

但我认为，如果拆得更细，用户会更容易产生共鸣。

But I do think if you break it down, it's gonna resonate more.

有些地区我们把整个州合并在一起，因为像俄亥俄、印第安纳这样的市场实在没什么吸引力。

Like, there are areas that we have full states combined together because it's just not like, Ohio, Indiana, it's just not that sexy of a market.

你有朝一日会卖掉它吗？

Would you ever sell this?

我会卖。

I would.

但这并不是我的目标。

It's not necessarily my goal.

我挺

I'm pretty

只是很高兴能一直做下去

just happy been on doing

一辈子都做下去。

it forever.

是的。

Yeah.

天啊，聊这个真让人觉得不可思议。

God, it's crazy talking

你可能太满足了。

You might be too happy.

跟一个情绪稳定的人聊天，真让人觉得不可思议。

It's crazy talking to like an emotionally stable person.

是的。

Yeah.

你本来想把利润翻倍，我想知道会怎么样。

You wanted to double profits, and I I wonder what would happen.

再说一遍，这更多是心理层面的问题，而不是战略问题，我觉得很多人低估了创业中心理因素的重要性，而不是战略因素。

Again, think this is more psychological than strategic, and I think people underrate how much of entrepreneurship is psychological and not strategic.

对。

Mhmm.

我在想，如果你直接决定，未来六个月不再追求25%的净利率，而是把目标定在35%会怎样。

I wonder if you just decided that instead of 25% net margins, you're gonna have 35% net margins in the next six months.

那会有什么不同呢？

What would happen differently?

我觉得你现在其实是希望利润更高，但并没有一个明确的截止日期，非得在某个时间点前必须实现更高的利润。

Because I think you I think right now, my read is that you would like for there to be more profits, but you don't really have like a, I have to have more profits by this date.

对。

Mhmm.

如果你只是换个说法，换个思维方式，我相信随着你开始这么做，答案自然就会变得很清楚了。

And if you literally just change the way you talked about it and thought about it, I'm sure that the answers would become pretty obvious to you as you started.

是这样吗？

Is that true?

你有没有一个具体的目标，以及明确的完成时间？

Like, do you have a a goal and a date where it's gonna happen by?

有的。

Yes.

但这只是最近才在心态上发生的变化。

But it is it is more recent change in the minds mindset.

所以

So

你的目标和截止日期是？

is the I

有一个我们可以确认的目标和截止日期。

a goal and a date we can hold you to.

那是一个月前设定的一年期限。

It it was one year from a month ago.

也就是说，你有十一个月的时间实现翻倍？

So it's To get eleven months to double?

对。

Yeah.

把利润翻倍。

Double profit.

意思是到那时，你的运营速率要翻一倍。

To be at a double double as in double the run rate at that point.

把月均利润做到四百万。

So get to 4,000,000 in run rate profit.

五。

5.

是的。

Yeah.

五。

5.

第一个月进展如何？如果按十二个月来算，你已经用了大概百分之八的时间了，对吧？

How's the first month been in terms of if we were saying like out of twelve months, you're you've already used whatever 8% of your Yeah.

没错。

Exactly.

时间。

Time.

你现在的进展，是不是正朝着预期的方向积累势头？

Are you like doing what you needed to do to create a bunch of momentum or or not really?

确实是这样。

It's like Yeah.

我觉得是的。

I think so.

我觉得现在最简单的方式就是提升客户留存率，这样利润就能翻倍。

I the the main thing the easiest way to double profits right now, I think, is retention.

我们每年已经和一万多名代理合作了，但他们并没有为我们做那么多推广。

We already work with 10,000 plus agents every year, but we don't get them to advertise it that many times.

所以只要把留存率翻一番，我们就没问题了。

So I mean, literally double retention and we're fine.

你们自己就有这些资源。

You have the inventory yourself.

没错。

Exactly.

我们有客户，就是那些已经同意和我们合作做广告的人。

We have we we have the clients, like we have people that are agreeing to advertise with us.

你会多次提醒他们吗？

Do you ask them multiple times?

会的。

Yeah.

我们每个周期都会提醒他们。

We ask them every every cycle.

既然有利可图，他们为什么不再做一次呢？

Why don't they just do it again if they're if it's a money break

为了

for a

很多次

It's lot

他们只是觉得，你看，我有个大单子。

of times they just want it's like, you know, I've got a big listing.

很好。

Great.

现在就是时候了。

Now's the time.

然后他们就不再继续了。

And then they just drop off.

你们有没有试过提前说服他们，比如不直接说‘是’，

Do you ever pre sell them on, like, instead of Yeah.

而是第一次就告诉他们：如果你选择一年期，我可以给你个折扣？

Just one time you say, I'll give you a discount if you do it for twelve months?

有。

Yeah.

对。

Yeah.

我们有大约一千五百人是按年付费的。

I'd we have like 1,500 people that do it for the year.

他们都是自动扣款。

So they're just on auto debit.

现在有相当一部分人这么做，但我认为我们还有很多办法能提升他们的体验，让他们每个月都愿意回来。

So there's a decent amount doing that, but I think there's a lot of things we can do to improve their experience where they're coming back every month.

或者干脆就只需要他们再帮我们宣传一次就行。

Or or just I just need them to advertise one more time, basically.

我真希望你当时带了一个来。

I wish you would have brought

给我们带一个。

us one.

上一次，好吧。

In the last in the last okay.

就说今年吧，你亲自打电话联系过多少个这样的代理商？

Let's say this year, how many of those agents have you personally talked to on

通过电话？

the phone?

一个都没联系过。

Zero.

我该这么做吗？

Should I?

对。

Yeah.

对。

Yeah.

对。

Yeah.

好的。

Okay.

不一定是为了卖东西，但至少先看看你那100个消费最高的客户。

Not not necessarily to sell them, but like, even just take your 100 top spenders.

是的。

Mhmm.

你该挨个给他们打个电话，弄清楚他们到底喜欢什么、讨厌什么，为什么不再多买点，怎么才能让他们重新关注你，是不是只是因为太久没联系，就被他们忘了？

You should call every single one of them and figure out what do they love, what do they hate, why aren't they doing it more, how do you get them could they what are they actually it's just been out of sight, out of mind?

哦，是啊。

Oh, yeah.

我会去做的。

I I do I will do it.

对。

Yeah.

只要你列出前100名客户名单，就能学到很多东西。

And you will learn a lot just by taking a roster of your top 100.

我们最近做的一个项目进展不错，我也从中得到了这个经验。

I also learned this in our our recent business that that that's done pretty well.

我问了那位CEO。

I asked the CEO.

我就跟他说：这个项目搞得很成功啊。

Was like, hey, like, this has gone pretty well.

你们是怎么做到的？

What what'd you do?

他跟我说，你知道我做了什么吗？

And he goes, you know what I did?

我进去后，他说我把我们的关键客户分成了三级，还给每一级都定了明确的标准。

I came in and he goes, I tiered out our key clients as tier one, tier two, tier three, and he created a a definition for each.

他说，一级客户就是那种会给我帮忙的人。

He goes, tier one is somebody who's they would do me a favor.

我和他们保持短信联系。

I have them on a texting relationship.

他们认识我。

They know me.

我也认识他们。

I know them.

他们一有空就会帮我个忙。

They would do me a favor with, you know, quickly.

二级客户的话，我有他们的邮箱。

Tier two is, I got their email.

我们互相发过几封邮件。

We've traded some emails.

彼此还挺合得来的。

We like each other.

我们算是认识的人。

We're acquaintances.

我们就是关系不错。

We're yeah.

我们是挺熟的熟人。

We're we're friendly acquaintances.

第三类就是纯粹的交易关系。

Tier three is like, we're transactional.

他们有需要的时候会找我。

Like, when they need me, they call me.

我有需要的时候也会找他们。

When I need them, I call them.

我们其实没怎么联系，因为这种往来并不频繁。

We haven't really talked much because that transaction is infrequent.

对。

Yeah.

再往下是第四级，情况更糟。

And then there's tier tier four, which is like worse than that.

他会说，当你这么做的时候，不妨问问自己：一段真正健康的关系该是什么样子？

And he's like, when you do that and you just score yourself like, oh, what would a what would a really healthy relationship look like here?

一段特别疏远的关系又该是什么样子？

What would a really weak relationship look like here?

然后你看看自己最重要的那一百个人，才发现天啊，我们连一个第一级关系都没有。

And then you look at your top 100 and you realize, shit, we have no tier ones Mhmm.

有几个第二级，剩下的全是第三级或第四级，这时候你就该警醒了。

Couple tier twos, and everybody else is tier three or four, then it's like a wake up call.

跟你的前一百位客户聊聊，不会有什么坏处。

Nothing bad's gonna happen by talking to your top 100 customers.

但跟客户聊聊，能带来很多好处。

But a lot of good can happen from from going and talking to them.

对。

Yeah.

我觉得这个主意不错。

I like that.

而且你

And you

可以这么做。

could do that

三十天内就能搞定。

in thirty days.

三十天内你可以把这100个人都聊一遍。

You could talk to all 100 in thirty days.

你觉得呢？

What do you think?

你觉得这很令人印象深刻吗？

Are you impressed?

你以前想过这种事真的可能存在吗？

Did you ever know that something like this could exist?

没有。

No.

这生意其实特别简单。

It's so simple of a business too.

对吧？

Right?

确实如此。

Like Yeah.

其实挺简单的。

It's pretty simple.

我的意思是，他们甚至都没订阅。

I mean, it's just they didn't even subscribe.

我以前接触的都是媒体行业，得先赢得他们的心和认同。

I'm used to media businesses where it's like, first, I win their hearts and minds.

让他们每天准时听我或者读我的内容。

And I get them to listen to me regularly or read me every day.

然后才能赚钱。

Then I get to make money.

他却说，不是这样的。

He's like, no.

先读这个。

Read this.

对。

Yeah.

读了再说。

Read yeah.

他哈哈一笑，这太不可思议了。

He he That's incredible.

我们干嘛要做这种垃圾邮件？

Why are we doing junk mail?

你认识林迪吗？

Do you know Lindy?

那个AI工具？

The AI tool?

对。

Yeah.

没错。

Yeah.

是的。

Yeah.

弗洛，就是那个在汉普顿创办林迪的人，他说亚历克斯·丹尼尔斯的AI系统是我见过最厉害的。

Flo, the guy who started Lindy's in Hampton, he's like, Alex Daniels has the most impressive AI setup I've ever seen.

哦。

Oh.

这已经成了他的一点小名气，

And that's been like a little bit of a claim of fame that

他到底想干嘛？能给我们加点料吗？

he's What what can I give us a little sauce real quick?

你在做什么？

What are you doing?

我们用Lindy来基本完成销售流程。

We used Lindy to basic to to run the sales process.

所以，

So

他们没有销售人员。

They don't have salespeople.

我们是有销售人员的。

We do have salespeople.

不过他们的角色已经转变了。

But they're on they've they've shifted.

但他们真正转变的重点是，更注重客户体验，让客户愿意回头。

But where where they've really shifted to a a different focus basically, which is where I'd like them to be more of that customer experience and like getting people to come back.

Lindy 能回复每一封来信，跟进后续，还能推荐升级产品，整个流程都能搞定。

But Lindy is able to respond to the every email that's coming in, follow-up with it, upsell them, just go through the whole process.

不过，没错，这事儿确实挺依赖 Lindy 的，就是 Flo 刚才提到的那个。

But yeah, it was it's it was a big Lindy, which is what Flo was talking about.

这简直太不可思议了。

It's crazy.

太棒了。

That's awesome.

好的。

Alright.

谢谢你，兄弟。

Appreciate you, dude.

你做的这些真的太厉害了，兄弟。

What you've done is awesome, dude.

好的。

Alright.

谢谢大家。

Thanks, guys.

喂。

Hey.

咱们休息一下。

Let's take a quick break.

你有没有过这种感觉？策略定好了，brief写完了，大家都达成一致了，结果才发现还得有人坐下来把所有内容真真切切地做出来？

You know that feeling when strategy is done, the brief is written, everyone's aligned, and you realize someone still has to sit down and actually create all the content?

这个人通常就是你，而且明天就得交稿。

That someone is usually you, and it's due tomorrow.

不过，HubSpot的Breeze助手能帮上忙。

Well, the Breeze assistant from HubSpot can help.

它直接集成在HubSpot里面。

It works right inside HubSpot.

你可以用你品牌的语气，结合真实的客户数据，快速起草营销文案、博客文章和邮件。

You can draft a campaign copy, blog posts, emails, all in your brand voice, all using your actual customer data.

所以你做的不只是内容。

So you don't create just content.

你做的是能带来转化的内容。

You create content that converts.

去 hubspot.com 看看吧，这是为成长型业务打造的智能客户平台。

Check out hubspot.com, the agentic customer platform for growing businesses.

咱们得给这个想个名字。

We need like a name for this.

龙穴、鲨鱼池、游泳池，还有牛仔布地牢。

The dragon's den, the shark tank, the the swimming pool, The Denim Dungeon.

咱们来

Let's

就叫牛仔布地牢吧。

The Denim Dungeon.

最近怎么样？

What's up?

老兄，你最近咋样？

What up, brother?

过得还好吗？

How's it going?

你最近还好吗？

How are you?

报一下你的名字和那个惊人的数字。

Your name and the impressive number.

说说那个大数字吧。

Hit us with the big number.

不错。

Great.

我叫乔什。

I'm Josh.

我负责运营Outsider团队。

I run Team Outsider.

我们收购家族经营的露营地，今年预计营收大约两千万美元。

We acquire family owned campgrounds, and this year we'll generate around $20,000,000 of revenue.

两千万美元的营收？

20,000,000 in revenue?

明白了。

Okay.

你解释一下吧，我有点笨，差不多就是个外行。

So explain like I'm an idiot because I kind of am.

你具体是做什么的？

What do you do exactly?

是这样的，我们通常从打算退休的家族手里收购露营地。

So Yeah, so we acquire campgrounds typically from families who are looking to retire.

露营地的大部分运营其实跟酒店差不多，对吧？

And at campground, the majority of it is like a hotel, right?

我们出租不同的营地位。

So we're renting different spaces.

有些人开房车来，相当于带了个移动的酒店房间。

Some people come in their RVs, so they have effectively a traveling hotel room.

我们还提供帐篷位和小木屋，给那些不想睡帐篷、又没有房车的人。

Also have tent spaces and cabins that we run to people who don't want to stay in a tent and don't have an RV.

你自己露营吗？

Do you camp?

你上一次去露营是什么时候？

When's the last time you went camping?

大概十年前吧，不过我挺理解的。

Like ten years ago, but I appreciate it.

我已经有二十年没露营了。

I haven't gone camping in like twenty years.

所以露营地说白了，就是一块空地。

So a campground is literally just a piece of dirt.

对吧？

Right?

所以就是地面？

So the ground?

我们提供各种设施。

We we have amenities.

我们的露营地都有商店。

So all of our campgrounds have stores.

通常我们还设有一个咖啡馆，卖冰淇淋，有时候还有汉堡和披萨。

We typically have a cafe where we'll sell ice cream and sometimes burgers and pizza.

小木屋是吧？

Cabins basically?

或者

Or

我们也有小木屋。

We have cabins as well.

是的

Yeah.

我们有游泳池和湖泊。

We have swimming pools, lakes.

在其中一个露营地，我们还有一条卡丁车赛道。

At one of our campgrounds, we have a go kart track.

哦，明白了。

Oh, okay.

所以本质上就是一个很户外的酒店。

So it's a very outdoorsy hotel essentially.

没错。

Effectively.

是的

Yeah.

好的。

Okay.

我们这儿正看一个呢。

We're looking at one here.

太完美了。

Perfect.

你们那儿最受欢迎的是哪一个？

What's like the most popular one you guys have?

每个地方的营地在当地都很受欢迎。

They're all really popular in their local communities.

我们买下的第一个营地就在大提顿和黄石公园附近，因为那儿是热门旅游地，所以特别火。

The first one we bought, which is right near Grand Teton in Yellowstone, is really popular because that's a major tourist destination.

我们还有一个在纽约市郊外的，叫永不沉没河度假村。

We have one right outside New York City called the Never Sink River Resort.

离这儿开车大概两小时，所以对附近住的人特别有吸引力。

It's a couple hours away, so that's that's really popular with folks who live around here.

所以给我们

So give us

一个故事。

a story.

是什么让一个人想买个露营地？

What makes a guy wanna buy a campground?

你是怎么意识到这对你来说是个好机会的？

How'd you even realize that that's a good opportunity for you?

是的。

Yeah.

我在大学里认识了我的合伙人，科迪。

So I met my partner in college, Cody.

我们一起学习，后来一起创业，虽然那生意非常不成功，但让我们明白我们的合作关系特别棒。

We studied together and started a business together, which was tremendously unsuccessful, but showed us that it was a really good relationship.

大学毕业后我们一直保持联系，积累了一些工作经验，之后意识到又想一起做点什么。

And so we stayed friends post college, got some working experience, and then realized we wanted to do something together again.

我们在找一个适合两个非技术背景创业者能成功的生意，希望进入一个规模够大、又有趣的市场。

We were looking for a business where two non technical founders could hopefully have a winning situation, and we wanted a market that was large enough to participate in and interesting.

一个所有权高度分散、运营非常复杂，但又有意义的行业，让员工愿意在那里工作，也让客户觉得加入其中是件好事。

One where there was an immense amount of fragmentation with ownership, one that was operationally complex, and one that was meaningful, where the team members would feel good working there, and where the customers would feel good about being part of

客户也会有这种感觉。

it as well.

你们现在拥有多少个？

How many do you own?

目前我们有16个，分布在10个州，总共大约4000个营地。

Currently we have 16, and there are about 4,000 sites amongst those in 10 states.

你们有融资吗？

And did you raise money?

有的，第一个项目我们是用自有资金加上小企业管理局的贷款做的，就这么搞起来了。

Yeah, so the first one we did with our own cash and an SBA loan, so it just kinda

是那个黄石公园的吗？

That was the Yellowstone one?

对。

Yeah.

具体是多少？

How much was that?

大概300万。

About 3,000,000.

那你自己出的钱加上贷款，总共投了多少？

And so how much money of yours and loan did you put?

贷款占了80%以上。

The loan was 80 plus percent.

对。

Yeah.

剩下的都是现金。

The rest was cash.

不好意思。

Sorry.

所以那是一家已经运营的门店。

So that was an already operating site.

我们买的所有东西，都是靠现有的现金流支撑的。

Everything we buy is existing cash flow.

这些项目通常已经运营了几十年了。

It's been there generally for decades.

大多数都是当地社区里的必需品。

Most of these are staples within their local communities.

那我们先来详细说说第一个。

So let's walk through that first one.

你找到这个物业的时候，它在做什么生意？

So you you find this property.

你买的时候，它运营状况怎么样？

It's doing what when you buy it?

当时年收入大概有五十万美元左右。

It was generating around half $1,000,000 of top line, of total income.

年收入是五十万，那净现金流是多少？

Top line, and then the cash flow on that's what?

大约百分之三十五。

About 35%.

你能帮我算一下吗？

Can you do that for me?

好的。

Yeah.

我们我们

We we

就按一百五十万算吧。

Call it a 150.

好的。

Okay.

你花三百万元买下它？

And you buy that for $3,000,000?

对。

Mhmm.

好的。

Okay.

所以这就是入口点。

So that's that's the entry.

然后你这么做时心里清楚，我们觉得能把这1.5美元变成2.5美元。

And then you do that knowing, hey, we think we we can turn that $1.50 into $2.50.

当时的关键洞察是什么？

What what was the the insight at the time?

对。

Yeah.

那个项目没怎么投入数字营销。

So that one didn't have a lot of digital marketing.

是个夫妻小店那样的生意吗？

Was Was it like a mom and pop

对。

thing?

全部都是。

All of them are.

所有东西都靠纸笔操作，他们干了一辈子，现在说：‘孩子都不想接这摊子事，你有兴趣吗？’

And it's all everything's on paper, they've been doing it forever, and they're like, our kids don't want this shit, do you want it?

没错。

Exactly.

所以我们常常是这些卖家的接班方案，这些都是长期维系的关系。

So we are oftentimes a succession plan for these sellers, so these are year relationships.

目前我们手上有几个正在谈的，其中一个，我和卖家已经联络了五年。

We've got a couple under contract right now, one of them I've been talking to the seller for five years.

通常情况是，我们保持联系，等他们准备出手时，就会主动找我们，希望如此。

And generally what happens is we maintain the relationship, and when they're ready to sell, we get the call, hopefully.

我们该怎么做才能改进？什么叫‘更好’呢？

What are we gonna do to make it better, and what does better mean in

确实，我们有几件事可以做。

terms Yeah, of there are a few things we can do.

其中一个办法是引入更专业的运营体系。

One of them is introduce just professionalized systems.

比如数字营销、更好的官网，还有VoIP电话系统，确保培训能正确执行。

So digital marketing, a better website, VoIP systems for the phone to be able to make sure that the training is happening the right way.

你说的营销，是指Yelp和谷歌评价吗？

Does marketing mean like Yelp and Google reviews?

主要是谷歌评价，还有付费广告和更优质的官网。

Google reviews, but also paid ads, a better website.

很多时候，他们根本没有在线预订系统。

Oftentimes, there's no digital reservation systems.

我们会帮他们引入这套系统。

We'll introduce that.

明白了。

Got it.

所以，这算是技术层面的改进之一

So that's kind of on the technology I

我觉得我漏听了。

think I missed it.

所以你是说，你本来想和朋友做点什么，然后你搬出了一堆商学院的理论，什么市场碎片化之类的。

So you're like, I wanted to do something with my friend, and then you had the, like, business school explanation, like high fragmentation, blah blah blah.

不是。

No.

不是。

No.

不是。

No.

当时有人跟你说‘咱们要不要买个露营地’的时候，你坐在哪儿？

Like, where were you sitting when someone was like, should we buy campgrounds?

还是说，你认识了个有钱人，他买了露营地？

Or like, you met a guy who's rich that bought campgrounds?

你就说，咱们也干这事儿？

You're like, we should do that shit?

那到底发生了什么？

Like, what actually happened?

好问题。

Great question.

我们的背景是酒店业和房地产。

So our backgrounds were hospitality and real estate.

嗯，

Okay.

这两者显然有交集。

So there's obvious confluence there.

然后科迪住在蒙大拿州的博兹曼，是个狂热的房车爱好者。

And then Cody lives in Bozeman, Montana, and is an avid RVer.

所以他提议：‘这个想法听起来不错，要不你飞过来，咱们开车转转，见见一些老板、员工和客人，看看这事是不是真有点门道。’

So he said, Hey, like the thesis sounds interesting, why don't you fly out here and let's drive around the country, meet some owners, team members, guests, and see if this is something that actually has a little bit of a spark to it.

对。

Right.

于是我从纽约飞过去，在路上待了一段时间，见了各种露营地的老板、员工和客人，一下子就爱上了这个领域。

So I flew out from New York, spent some time on the road, meeting different campground owners and team members and guests, and just fell in love with the space.

那到现在你们总共筹集了多少钱？

And how much money have you raised in total now?

我们一共筹集了大约六千万美元。

We have raised around $60,000,000.

你们从火灾里筹集了六千万？

You've raised $60,000,000 from From fire.

你刚说什么？

What'd you say?

大概十五个左右的营地？

15 ish properties?

我们卖掉了几个，

We've sold a couple,

但目前手上有十六个。

but we have 16 currently.

那这一切加起来值多少钱？

And what is it all worth?

超过一亿美元了。

North of a 100,000,000.

那意味着那四千万是你们俩的股权吗？

Does that mean that 40,000,000 is you and your partner's equity?

不是。

No.

我们融的是外部资金。

We've raised outside capital.

目前我们跟一些家族办公室合作，也有一批经过认证的投资者，还有几家机构合作伙伴。

So at this point, we have family offices we work with, we have a select group of accredited investors we work with, and we have a few institutional partners we've worked with as well.

我猜是这样。

I guess

我的意思是，二十百万的收入，不管你用什么方式估值——我对房地产一窍不通——你们怎么从中获得个人现金流或者净资产？

what I'm saying is of the 20,000,000 in revenue, or if you value it, don't know anything about real estate, however you value it, how do you get personal cash flow or net worth from it?

和大多数房地产运营商一样，我们的收益模式是基于业绩提成的，每个项目根据投资方的不同也会有差异，对吧？

Like most real estate operators, it's promote based and different deals are different depending on the investment partner, right?

所以大多数项目，我们的激励都集中在后端。

So we are back end incentivized largely for most of these.

典型的私募股权结构是：先给投资人保底回报，然后返还本金，之后再根据投资人的类型来分配剩余收益。

Typical private equity structure where there's a preferred return, there's a return of capital, and then there's a split depending on kind of who the investor profile is.

当你第一次出手，花三百万买下它，当时年收入是一百万，现金流有十五万。

And so when you do that first one, go buy it for 3,000,000, it's doing half 1,000,000 in revenue, a 150 k of of cash flow.

后来怎么了？

What happened?

这个项目成功的具体故事是什么？

What was the, like, success story of that one?

它显然非常成功，不然你也不会再做十六个了。

Obviously, it was so successful as you wouldn't have 16 more.

我们后来成功做了再融资

We were able to refi a

几年后，我们就把所有投入的资金都撤回来了。

couple years later, so took all of our cash out.

那你呢？

And you

你把净运营收入提升到了多少？

brought the income the NOI up to what?

那个项目的净运营收入后来涨到了接近30万左右。

The NOI in that one went from closer to closer to 300 at that point.

明白了。

Okay.

所以你把收益翻了一倍，通过再融资套现，然后用这笔钱去收购下一个项目。

So you doubled the the profit on the on the thing, recapped refinance it out, use that capital to go buy the next one.

没错。

Exactly.

没错。

Exactly.

这真是太棒了。

That's pretty awesome.

如果我想投资房地产，为什么选露营地，而不是零售、多户住宅、写字楼之类的？

Why are campgrounds if I wanted to go to real estate, why would I choose campgrounds instead of whatever, retail shopping, multifamily, office, whatever?

如果我要进入这个领域，有什么优势呢？

What would I what would be my advantages if I was going into this?

收益高，运营复杂，这意味着有提升价值的空间，而且折旧优势很明显，跟预制住宅差不多。

Strong yield, it's operationally complex, which means there's opportunity to drive value, and really attractive depreciation characteristics that are similar to manufactured housing, for example.

你可以把道路和基础设施都折旧，很多这类偏远地区的土地价值很低，建筑价值也有限。

So you can depreciate the roads and the infrastructure, there's very limited land value in a lot of these more rural limited building value.

所以这种折旧优势对税务敏感的投资者特别有吸引力。

So the depreciation characteristics are also really attractive to people who are tax sensitive.

你会一直做下去吗？

Will you do this for forever?

我希望如此。

I hope so.

是的。

Yeah.

就是，我

Like, just I

太喜欢了。

love it.

如果看十年、二十年后，你在事业上希望达到什么位置？

Like, looking down ten years or twenty years down the line, where do you hope to be business wise?

没错，随着越来越多生活场景转移到线上，我认为那些能把人们真正聚在一起的线下业务会更有价值。

Yes, look, I think the larger opportunity, as more of life moves online, I believe businesses that get people together in the real world are gonna be more valuable.

而且，有各种不同类型以体验为核心的地产项目都能支持这个观点。

And there are different types of experience oriented real estate that can speak to that thesis.

但露营地依然有很大的发展空间。

But campgrounds still have a lot of runway.

我们手头还有很多想参与的物业项目，所以希望我们能一直做下去。

We still have a big pipeline of properties we'd like to be a part of, and so hopefully we're doing this for forever.